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REPORT OF THE Department of Travel industry YEAR ENDED DECEMBER 31 1972 British Columbia. Legislative Assembly 1973

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Hon. E. Hall, Minister R. L. Colby, Deputy Minister
Department of Travel
Printed by K. M. MacDonald, Printer to the Queen's Most Excellent Majesty
in right of the Province of British Columbia.
    Victoria, British Columbia, December 22, 1972.
To Colonel the Honourable John R. Nicholson, P.C., O.B.E., Q.C., LL.D.,
Lieutenant-Governor of the Province of British Columbia.
May it please Your Honour:
I respectfully beg to submit herewith the Annual Report of the Department
of Travel Industry for the year ended December 31, 1972.
Minister of Travel Industry
 Victoria, British Columbia, December 22,1972.
The Honourable E. Hall,
Minister of Travel Industry.
Sir—I have the honour to submit the Annual Report of the Department of
Travel Industry for the year ended December 31, 1972.
Deputy Minister of Travel Industry
Introduction by the Deputy Minister-.
Advertising and Research	
Beautiful British Columbia Magazine.
British Columbia Festival of Sports.	
British Columbia House, London	
.    9
. 12
- 17
- 19
. 23
- 24
British Columbia House, Los Angeles	
British Columbia House, San Francisco  26
Community Recreation Branch  28
Conventions and Contributing Grants  36
Exhibits and Displays  40
Film and Photographic Branch  42
Information Centre, Vancouver  50
Personnel and Accounts  51
Publicity  52
Special Events and Civil Aviation  54
Special Promotions  56
Tourist Accommodation  60
Travel Counselling  64
Travel Information Services  6 8
Winter Travel Development  72
  Report of the Department of Travel Industry, 1972
Richard L. Colby, Deputy Minister
Once again the steady growth of travel to and within British Columbia has
established another record year for this expanding industry, the third most important in the Province.
Totals for the year's activities are produced elsewhere in this Annual Report.
Due to changes in the mechanics of Statistics Canada, our base for compilation,
they could be subject to revision. Meantime, they indicate British Columbia had
another very successful tourist year.
By early September the advent of a new administration precipitated a re-examination of Departmental plans. This was put into effect immediately and without
interference to the normal functioning of the Department. The main purpose of
its implementation was to put our combined activities into high gear to meet the
trends required by contemporary travel.
The new approach was outlined to delegates of the Provincial Tourist Advisory
Council during their November 3, 1972, meeting in Victoria. Without exception,
members welcomed the decision to strengthen the alliance between Government
and all travel outlets, and were in agreement that the industry is bound to function
best when all factions operate as a team.
This was without a doubt the most profitable and most amicable meeting held
so far.
In keeping with an objective attitude toward a changing industry, the Department decided to evaluate advertising with a view to extending the tourist season
wherever possible. Still greater emphasis will henceforth be placed on advertising
during the "shoulder months." Similarly, space will be aimed increasingly at Canadian readership, thus to attract more of the nation's citizens to British Columbia.
All advertising will be directed at selected markets to ensure the profitable disposal
of public funds.
Another decision in support of winter activities was to give greater prominence
to ski-ing and winter sports by advertising and direct promotions, such as seminars.
Plans have been laid for a Festival of Winter Sports and an updated ski-ing folder,
both valuable agencies in this regard.
In further support of our "shoulder months," a decision was reached to bolster
convention advertising in the national and international presses. Luncheons, slide
presentations, and talks were given in major cities throughout Canada and the United
States to acquaint organizers with the tremendous possibilities and advantages of
holding their functions in British Columbia.
As complement, our documentary films and publicity stories and photographs
played their customary role in making would-be visitors aware of what our Province
has to offer during any 12 months. All are valuable at a time when tourism tends to
be quieter than usual.
As noted elsewhere, our film Island Eden has already won outstanding awards.
It has been referred to by outside sources as "one of the finest travel films ever."
Some of our publicity literature has already appeared in new format. Other
items will accordingly be amended when present stocks are depleted. Our CaleMar
of Events, now produced via tape for speed, has been one example of our modified
approaches to literature production. Others were more centralized storage facilities
and improved handling methods.
The contribution of Beautiful British Columbia magazine to year-round tourism
establishes it as an exceptional promotional instrument. At the direction of Premier
David Barrett, this colour quarterly began its journeyings to accredited journalists
engaged in travel writing in North America and elsewhere toward the end of the year.
The Community Recreation Branch has completed two years within the Department. During the past year the full impact of a new grant system was evident
throughout the Province. The significant increase in employment of recreation personnel, the growth of the Branch's film division, the opportunities of communities to
avail themselves of special project aid, and the extensive advisory and consultative
services have more than justified the reorganization of the grant programme two
years ago.
A new portable booth has been designed for use at winter sports shows. There
will be increased participation in these events at selected large metropolitan centres,
thus to recruit the maximum response from the greatest number of people. This is
yet another expression of the Department's desire to cultivate winter travel.
An important step taken toward the end of the year involved our tourist regions.
From now on they can be assured of close co-operation in production of their publicity pieces, together with help and assistance wherever possible. Presently, the
splendid work of our regions in the interests of the entire industry is hereby
The Department was pleased to co-operate with Federal travel authorities
regarding distribution of literature, exchange of ideas and opinions, and hosting the
guest travel writers, photographers, television teams, and other travel-minded visitors
sent to our Province via the Visit Canada Programme. In this respect, conclusions
reached called for a similar profitable relationship with our Provincial colleagues,
whose combined activities contribute proportionately to the entire Canadian tourist
picture. A still warmer alliance with our Boards of Trade, Chambers of Commerce,
regional authorities, and all other tourist organizations in British Columbia is being
For the generous help of these various sources the Department of Travel
Industry is sincerely grateful. Without their co-operation our sphere of operations
would be deprived of the benefits of their combined experience.
Kindred thanks are extended to the many private concerns and individuals
whose assistance becomes more appreciated with the growing tempo of tourism.
Notwithstanding the value of their time, they have donated innumerable hours to the
cause of tourism with facts, information, and various other forms of help and suggestions. This co-operation, interpreted as an expression of dedication to the industry,
is gratefully acknowledged on behalf of the staff personnel concerned.
Thus, as we enter our seventh year of operation as the Department of Travel
Industry, we can look back on a fruitful year with a sense of accomplishment and
satisfaction. At the same time it becomes us all to project our thoughts to the forthcoming challenges of 1973 and align our approaches and plans to meet them, and
also dedicate ourselves toward making next year more successful than any of its
predecessors. This must be our aim.
G 11
For the present, the loyalty and support of all staff members merit mention.
Regardless of location, the diligence of everyone becomes more patently manifest
despite the growing demands upon an ordinary working-day. That many have
worked far beyond the cause of duty speaks eloquently of their desire to serve to
the very best of their ability.
This Report would not be complete without an attempt to thank the many
Government departments that rendered assistance throughout the year. The generosity in this regard is indeed valuable and appreciated.
Due to changes within the Department, the organization chart that customarily
outlines the chain of command emanating from the office of the Honourable the
Minister is not included in this year's Annual Report. The omission of titles or
positions does not in any way constitute reflection on the exemplary work done by
all staff members during 1972.
 g 1:
Executive Director
Due to a change in the method of obtaining figures for border crossings supplied
by Statistics Canada, no direct comparison with the estimated revenue for 1971 can
be made by applying the previous formula used for our calculations.
It would seem, however, that results produced from a very intensive survey
carried out by Statistics Canada in 1971 for the Canadian Government Travel
Bureau indicate that our previous estimates were on the conservative side. For
instance, the figures supplied for this Province for 1971 are as follows:
Canadians (including British Columbia residents)  346,799,000
All foreign  175,200,000
Total, 1971  521,999,000
Assuming, then, a conservative increase of 5 per cent for 1972, the estimated
tourist revenue would reach a total of $548,099,000.
It must be pointed out that our previous estimates were known to be conservative as no figures were included for visitors to the Province by public carriers from
other parts of Canada, as the information simply was not available.
New president of BCMR and TPA, J. Simister (right), accepts gavel of office from
retiring president A. Wawryk at 28th Annual Meeting, New Westminster. Mr. Simister was
sworn in by Deputy Minister R. L. Colby (centre).
G 13
Obviously, a new and dependable method of calculating our annual tourist
revenue must be determined. Hopefully, this will be achieved during the coming
year. This will result in a more precise evaluation of this industry, which has now
been demonstrated to be of even greater importance to the economy of the Province
than was previously attributed.
Spring Campaign
As in the past, our major early spring advertising efforts were concentrated in
our prime markets in the western United States and the Canadian Prairie Provinces.
Our regular California campaign was bolstered this year by the addition of an
intensive television "test market" promotion during March in the Sacramento market.
This was followed closely by a repeat of 1971's highly successful British Columbia
Night travel show, produced in co-operation with CP Air and the daily newspapers
in Sacramento, Stockton, Modesto, and Fresno. This year, however, our show continued on to Southern California where, in co-operation with Western Airlines and
community newspapers, the British Columbia story was delivered to audiences in
Santa Barbara, Santa Monica, Van Nuys, West Covina, and Newport Beach.
The magazine programme was launched with a full-colour double-page spread
in the March Sunset, full-colour pages in March/April Motorland and March Palm
Springs Life. This momentum was carried into April with full-colour pages in Travel
& Leisure (Western), Better Homes & Gardens Travel Ideas, Westways, Today's
Education (Pacific Coast and Mountain States), Western's World, and Better Homes
& Gardens (Pacific). The double-page spread in Sunset also appeared again in
April. Our full-colour page ad also appeared during March in the rotogravure sections of the Los Angeles Times, San Francisco Examiner-Chronicle, and San Jose
Mercury-News. This was further supported by travel brochure listings in the aforementioned rotogravure publications, plus similar publications in the Long Beach
Independent Press-Telegram and the Seattle Times.
To cover the Prairie Provinces, 60-second radio and television commercials
were aired during prime time in Calgary, Edmonton, Regina, and Saskatoon. Radio
was also used during April in Seattle and Spokane.
Our major effort in eastern Canada was the use of a full-colour page with
supporting British Columbia tour package editorial in Maclean-Hunter's Explore
Canada A Imanac, which appeared in May issues of Chatelaine and Maclean's major
market French and English editions. The same format was also used during May in
national French and English editions of Reader's Digest as part of a removable
Discover Canada booklet.
Our 1,000-line newspaper ad appeared during April in major Prairie markets
as well as in British Columbia travel features in Toronto and Montreal dailies.
Summer Campaign
The momentum generated during our heavy spring campaign carried into our
late spring promotion for travel in the peak summer months.
The majority of our summer efforts were concentrated in the western United
States. Our summer, full-colour page ad appeared in May Sunset, May/June
Motorland, May Westways, Western's World, May Palm Springs Life, and weekly
issues of Seattle Guide, beginning May 26.
Our 1,000-line newspaper ad appeared during late April and May in major
West Coast metropolitan dailies, plus the western editions of Christian Science
Monitor, the National Observer, and the Wall Street Journal.
Travel-folder listings also ran during May in rotogravure sections of the Los
Angeles Times, San Francisco Examiner-Chronicle, and the Seattle Times.
Fall Campaign
The fall campaign was launched with a full-colour page ad in August editions
of Sunset, Westways, National Geographic (Western), Seattle Guide, Travel &
Leisure (Western), and The New Yorker. This was followed immediately in September by another colour page in Sunset, Motorland, Western's World, and Palm
Springs Life.
In Canada, our colour page appeared during August in the Prairie editions of
Chatelaine, Maclean's, and Reader's Digest.
Our 600-line newspaper ad appeared during September in dailies in Seattle,
Tacoma, Everett, Portland, Spokane, Yakima, Pasco, Calgary, Edmonton, Leth-
bridge, Medicine Hat, Red Deer, Regina, Saskatoon, Moose Jaw, Brandon, Winnipeg, and Prince Albert. Upper-income homes in other parts of the West were
reached by insertions in the western editions of National Observer and Wall Street
Travel-folder listings again appeared during September in Los Angeles, San
Francisco, Sacramento, Long Beach, and Seattle rotogravure pages. An extensive
radio campaign encouraging fall travel and winter ski vacations to British Columbia
was aired in the Toronto market in co-operation with CP Air.
Winter Campaign
Our winter campaign commenced with full-colour page ads in October Palm
Springs Life and weekly through December in Seattle Guide.
The prime medium for winter was the daily newspaper in such markets as
Seattle-Tacoma-Everett, Spokane, and Canadian Prairie markets as far east as
Travel-folder features were again utilized in the Seattle Times, Los Angeles
Times, and the Denver Post. These appeared during November and December.
Again this year, British Columbia participated with CP Air and Alberta in a
joint "Ski Canada West" promotion concentrated in northern California. Further,
CP Air and British Columbia engaged in a heavy "Ski B.C." radio campaign on
Radio CFRB in Toronto.
New Market Development
The major emphasis of our new market development efforts was devoted to
one-third participation with Washington and Oregon in the "Two-Nation Vacation"
programme. This appeared as a full-colour gatefold insertion in every other United
States copy of the April National Geographic.
British Columbia Internal Campaign
The internal campaign to stimulate travel between the various regions of British
Columbia utilized 1,500-line ads during May, June, and September in 17 British
Columbia daily newspapers; 300-line ads during May and June in 101 British
Columbia weeklies; and four 60-second announcements a day on 51 British Columbia radio stations during May and early June. The 60-second television spot-
tested in Sacramento was also adopted for British Columbia use during this period.
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Convention and Travel Trade
Our efforts in this area this past year were directed almost exclusively at the
convention and meetings industry. The media used were Business Meetings Selector
(May/June and November), Sales Meetings, Meetings & Conventions, and Association Management. All publications ran extensive British Columbia convention
features, highlighted by a full-colour page from the Department.
Sports Festival Campaign
Advertising and promotion activities preceding the third annual British Columbia Festival of Sports, May 18 to June 5, 1972, included display and distribution of
colourful travel posters and Calendar of Events folders, together with a co-ordinated,
high-impact, all-media advertising campaign.
Silk-screened travel posters totalling 5,000 were displayed throughout British
Columbia with the co-operation of transportation and accommodation industries.
Auto clubs and air-lines contributed displays across Canada, in the United States,
Europe, and the Pacific Rim. More than 100,000 Calendar of Events folders were
distributed through 216 branches of the Bank of Commerce in the Province; auto
club offices in Alberta, Washington, and Oregon; and by B.C. Ferries and the
Department Information Centres.
Media campaigns, concentrated in April and May, featured Canadian and
American magazine insertions, including a full-colour spread in Reader's Digest
"Discover Canada" section, western Canada edition, and a full-colour campaign in
selected United States magazines in co-operation with Western Airlines. Circulation values totalling 6.5 million were achieved through a series of large-space insertions in 24 daily and 126 weekly newspapers throughout the Province, and major
dailies in Alberta, Washington, and Oregon. More than 15 million exposures were
achieved by three television commercials on 16 channels serving British Columbia
and major metropolitan centres in Alberta and Washington State. Forty-five radio
stations throughout the Province carried a series of 60-second spot announcements
during May and preceding each Festival week-end, creating 32 million listener
The total media impact of the Festival campaign amounted to 57 million advertising impressions throughout western Canada and Pacific Northwest States.
The public-spirited theme of the Festival inspired most radio stations in the
Province to air additional spots and local promotional plugs for specific events
during the Festival period. Likewise, most newspapers carried pre-Festival press
releases, local interest stories, and results of Festival events. Festival press stories
amounted to lineage equivalent to 123 daily newspaper-size pages of copy.
The Department has received valuable assistance from the Department of
Industrial Development, Trade, and Commerce in the compilation of statistics
showing the varying occupancy rates in the hotel and motel section of the industry,
and also employment figures in the same field.
The complete results of the Canada-wide travel survey carried out by the
Canadian Government Travel Bureau will be available shortly, probably by the
time this Report is published. They should prove to be very valuable in helping to
indicate the direction in which our promotional activities should be pointed.
G 17
B H. Atkins
Beautiful British Columbia magazine is in its 14th year of publication and the
printing order continues to grow. For the fall issue, the printing order increased
from 262,000 copies in 1971 to 285,000 copies in 1972, and the winter issue from
280,000 in 1971 to 303,000 in 1972. Paid subscriptions increased by 24,000 during
the year to 205,000. A total of 225,000 copies of the 1973 Calendar Diary were
printed and offered as part of the pre-Christmas promotion to subscribers. The
magazine is mailed to Great Britain, France, Germany, Holland, Scandinavia,
Czechoslovakia, Hungary, India, Japan, Hong Kong, Fiji, New Zealand, Australia,
Jamaica, Brazil, and South Africa. Subscribers in more than 80 countries receive
Beautiful British Columbia magazine.
Subscription increase averaged 2,000 a month in 1972.
In 1973, distribution may be computerized. This will enable the existing facilities to process thousands of additional subscriptions more quickly and efficiently.
Articles to appear in future issues of the magazine are researched and often
planned a year in advance by the editor, writers, and staff photographers. In 1972,
24 articles depicting British Columbia and our way of life appeared in the magazine.
These photo-stories dealt with a variety of subjects, including the manufacture of
cheese, a travel diary in the Province's northwest, a trade fair in Vancouver, and a
close look at the rufous hummingbird. Approximately 2,000 colour illustrations
were added to our selection files this year by the three staff photographers. These
photographs are also used in Departmental promotional pieces, and by other Government agencies, magazines, and publications, and freelance writers.   Of the 160
 G 18
illustrated articles and photographic selections submitted by freelancers and interested readers, nine photo-stories and about 40 pictures were reproduced.
Assistance was given in the reprinting of the Calendars of Events, Fraser Valley
map, general folder, 1972/73 road map, and Tourist Directory, and in revisions
made to five brochures—A Place to Work, Play, and Prosper; Fly Beautiful British
Columbia; Here's Proof; Parliament Buildings; and Ski B.C. A new brochure, Convention Tours, a ski-promotion shell, and a conventions folder were printed for the
first time this year. This office also advised in the production of brochures for the
Saanich Peninsula, the Yellowhead Highway, and Manning Park's Gibson Pass.
Editorial assistant, Miss Valerie Thomson, checking the areas already covered by
Beautiful British Columbia magazine.
Clair Rivers
Following on the heels of the highly successful first British Columbia Festival
of Winter Sports in December of 1971, the third annual Spring Festival, May 18 to
June 5, 1972, was a record-breaking achievement.
The Festival of Winter Sports, which played host to 16,000 athletes in 42
different centres located in every region of the Province, saw impressive records
established both on the athletic field and in the travel and accommodation industries
around the Province during this off-season period.
So it was expected of the Spring Festival of Sports to stage an encore.
And stage an encore it most certainly did.
More than 100,000 athletes of all ages took part in 331 sport events held in 91
host communities throughout British Columbia during the 19-day Festival period;
and those athletes did a remarkable job on the record book!
When it was all over, 11 Canadian records had been set in swimming and wheelchair sports; 60 British Columbia records had fallen in wheel-chair sports, archery,
weightlifting, track and field, marksmanship, and golf; meet records totalling 102
fell in track and field, motorsport, swimming, archery, logger sports, and marksmanship.
Through it all, athletes from most Canadian provinces, 15 American states, and
six other countries travelled more than 10,500,000 miles to participate.
Competitors from British Columbia and other parts of continental North
America travelled 7,400,000 miles, while athletes and teams from Europe and
Pacific Rim countries tallied an additional 3,100,000 miles of travel to Festival
Participants and officials spent more than $1,270,000 on transportation, meals,
and lodging during Festival days.
Audiences at Festival of Sports events totalled more than 820,000 during the
Province-wide extravaganza. Athletes and officials accounted for 16,247 nights of
commercial lodging. Air trips totalled 1,680 return, or 3,360 one-way, and 10,190
individual, group, and charter round-trip bus fares were ticketed. There were 3,460
round-trips noted on B.C. Ferries by Festival competitors and officials, with approximately one-half bringing automobiles with them.
A well co-ordinated advertising campaign was again undertaken by the Department of Travel Industry in support of the Festival. It generated more than 57
million advertising impressions throughout British Columbia, western Canada, and
the western United States in late April and May.
A selective United States magazine campaign in full colour was undertaken in
co-operation with Western Airlines. This campaign and black and white insertions
in other United States publications precipitated an avalanche of requests from sports
organizations and individuals wishing to compete in Festival events. It also stimulated a broad public awareness of the Festival south of the border that resulted in
the heaviest influx of tourists to date during Festival of Sports days.
In addition, more than 15 million exposures were achieved by three television
commercials on 16 channels serving British Columbia and major metropolitan areas
in Alberta and Washington State. Forty-five radio stations serving British Columbia
carried a series of 60-second spot announcements during May and preceding each
Festival week-end, creating 32,000,000 listener impressions. Twenty-four daily and
 G 20
G 21
 G 22
126 weekly newspapers carried a series of large-space Festival advertisements,
delivering a total of 6,500,000 impressions throughout British Columbia, Alberta,
and the Pacific Northwest.
The public-spirited theme of the Festival inspired most radio stations in the
Province to air additional spots and local promotional plugs for specific events during
the Festival period.
Likewise, most newspapers carried pre-Festival press releases, local-interest
stories, and results of Festival events. Festival press stories amounted to lineage
equivalent to 123 daily newspaper-size pages of copy. The Festival of Sports Committee distributed 21 major press stories during the eight weeks preceding the Festival, and local sports publicity chairmen in most communities arranged for publicity
through various outlets for their events.
COMNET, or Communications Network, operated during three Festival weekends to co-ordinate, write, and disseminate news stories on the results of Festival of
Sports events staged around the Province. A toll-free telephone-line, arranged with
the co-operation of the B.C. Telephone Company, enabled sports chairmen to phone
in event results to COMNET staff who distributed the information to broadcast,
news, and wire services for instant Province-wide and national coverage.
Every participant in Festival of Sports events throughout the Province received
a commemorative certificate of participation. First, second, and third place winners
of events with the stature of Provincial championships or higher received traditional
Festival of Sports medals struck in gold, silver, and bronze. First, second, and
third place crests, badges, or ribbons were presented to winners of regional, local,
and young age-class events. Visiting international teams were given plaques to
commemorate their participation in the Festival.
In just three years the British Columbia Festival of Sports has become a permanent, annual format for sports groups and communities throughout the Province.
It's a record-breaking matter of fact.
G 23
Roderick J. Fraser
Although the Director of Travel Promotion was cross-posted from British Columbia House, San Francisco, in mid-year, there was little loss of travel promotional
continuity at British Columbia House, London. The cultivation of a close working
relationship continues with the offices of the Canadian Government Travel Bureau,
Air Canada, CP Air, major tour wholesalers and organizers, as well as with travel
There is no doubt that the interest generated by our 1971 Centennial has
carried over into 1972. This is evidenced by the heavy transatlantic air-line load
factors and the increased number of package tours available in 1972, and being
planned for 1973.
The low-cost advance-booking charter air fares that will be available in 1973
should have a profound effect by increasing the number of visitors travelling to
British Columbia by air from the United Kingdom. A recent survey disclosed that
of those who have visited Canada, the majority go to visit relatives and friends, one
in five go for business or study reasons, and the remainder are tourists. It is generally felt that potential visitors in this market are beginning to tire of well-known
traditional European resorts and that the new air fares will prove to be an attraction
to them.
To place British Columbia in the forefront as a Canadian holiday destination
is a continuing job and to this end the Department's Travel Agents' Manual and
other promotional materials were mailed to a select list of tour operators and travel
agents within the United Kingdom and on the Continent. These organizations
increasingly call on this office for up-to-date information on all aspects of travel in
and to British Columbia. Department films on deposit in British Columbia House
and the Canadian Travel Film Library outlets continue to be in heavy demand by
travel clubs, package-tour promoters, and schools. The Director of Travel Promotion attended the Annual Congress of the Association of British Travel Agents held
in Vienna in November, where useful contacts and working relationships were
established with the travel trade. Further publicity is obtained for the Province by
assisting the writers who call on this office for background material and illustrations
for their articles.
Several motion-picture producers have shown a keen interest in the advantages
of British Columbia locations and technical facilities for feature film production.
Considerable assistance has been given to these.
British Columbia's convention facilities are attracting the interest of United
Kingdom and European association executives. With the incentive of low air fares
it is hoped that this valuable off-season market can be developed.
In summary, there is no doubt that British Columbia, with continued planned
Department promotional efforts in the United Kingdom and Europe, will assume a
prominent position as a Canadian holiday destination in this lucrative but competitive travel market.
Victor A. Downard
Favoured with a rising economy in Southern California and Arizona during
1972, British Columbia House, Los Angeles, experienced a very busy and successful
year. The Spring Promotional Tour was expanded beyond the Los Angeles area to
include promotional activities in the Orange County, San Diego, Palm Springs,
Phoenix, and Tucson areas.
By its increase in scope the Tour covered a far greater area and more people
than in past years. Arrangements were made by this office for more than 200
speaking engagements in the Los Angeles area.
We were fortunate this year in having the Claremont School Choir join the
speakers' group. The choir provided entertainment at our various functions and
without exception were widely acclaimed by all.
Harper's Bazaar featured fashion and British Columbia in their April issue in
conjunction with Robinson Stores. Displays were set up and informational literature
was distributed through most of Robinson Stores in Southern California.
Preceding and following the Spring Promotional Tour, we had the co-operation of Western Airlines and the following newspapers: Santa Barbara News-Press,
Orange Coast Daily Pilot (Newport Beach), San Gabriel Valley Tribune, Santa
Monica Evening Outlook, San Fernando Valley News, and Green Sheet. The programmes were shown in auditoriums in the various areas and consisted of travel-film
evenings with commentary between films. A door prize of a week-end trip to British
Columbia was drawn at each show. The newspapers published a special travel
section on British Columbia and travel agents co-operated by having people call at
their offices for their admission tickets. These shows showed an average of 850 to
875 people at each.   A special travel kit was handed out to all attending.
To enable us to get full participation of the travel agents and tour operators, we
held travel agents' seminars in the five show areas three weeks prior to the shows.
These were jointly hosted by Western Airlines and ourselves in Santa Barbara, Santa
Monica, Newport Beach, Azusa, and Van Nuys. Ticket distribution to the travel
agents was handled at the seminars and proved to be very successful, with an average
of 60 to 70 agents in attendance.
British Columbia House, Los Angeles, participated in the Los Angeles Sport
Vacation and Travel Shows at the new Los Angeles Convention Centre in January
with a booth staffed by Victoria.
During the following three months we had representation jointly with PNTA
in the Southern California Sport and Vacation Show at the Anaheim Convention
Centre and the Phoenix Sport Vacation and Travel Show at the Phoenix Exhibition
British Columbia had representation at shows in San Diego, Tucson, Phoenix,
and Las Vegas.
Attendance at sport, vacation, and travel shows has continued to increase in
most instances. State registration and sale of recreation vehicles has had a parallel
increase and accounts for a large portion of the increase in attendance at the shows.
Continuing work and close co-operation with the Canadian Government Travel
Bureau has developed good contacts with feature writers. This has enabled us to
get several good articles in newspapers, magazines, and trade journals on fishing,
ski-ing, special events, photography, and travel in British Columbia. The British
Columbia Festival of Sports has developed interest in this area and we continually
receive requests for information from sport writers on it.
G 25
Field trips were made throughout the year and calls were made on tour operators, wholesale packagers, travel agents, travel clubs, transportation companies, and
district offices of Automobile Clubs. In the greater Los Angeles, Southern California, and Arizona regions this development work has been very well received as phone
and mail inquiries from this source continue to increase.
Development work with Automobile Clubs of Southern California continues
to be one of our most successful efforts with their numerous offices in Southern California and membership of more than 1,700,000. We have provided their Travel
Training department with travel seminars and slide presentations on British Columbia. It has been beneficial to us to maintain a good working relationship with them
as they have also used our films and Fairchild projectors in their Travel Training
Courses. With their central room distributing our literature to their outside offices,
we are provided with 78 more outlets in Southern California.
Our new office location at 3303 Wilshire Boulevard, with its more central
location, has proved very beneficial. Persons calling at our present office have increased and during the early months of the year would be as high as 15 to 20 a
day.   In our old location we were fortunate to average two a week.
Office work has increased. Mail and telephone inquiries for information on
fishing, ski-ing, and travel kits are considerably higher than last year.
Inquiries from private aircraft owners on flying to British Columbia either in
groups or as individuals are showing good growth. The brochure Fly Beautiful
British Columbia and the British Columbia Aviation Councils Air Facilities Map
have proved most helpful to these pilots in making their plans.
Availability of small boats and houseboats for charter, along with people trail-
ering their own boat, have developed increased inquiries and our brochures British
Columbia Marine Parks and Marine Service Stations have been of great value to
The numbers of people attracted to British Columbia, and wishing to immigrate
to our Province, have increased considerably this year. While we give these people
as much information as possible on business conditions, employment opportunities,
and retirement locations, all immigration inquiries are referred to the Immigration
Department of Canadian Consulate General's office in Los Angeles.
Due to the increase of business during the last two to three years, it was necessary this year that we have a full-time Travel Counsellor. In this regard we were
fortunate in having a British Columbia girl, Mrs. Gail Metzner, join our staff.
After having been in our new location for just over a year, we feel very encouraged by the increased interest shown in British Columbia by the people of this area.
We are certain that with our knowledge of our Province we can continue to increase
the number of people visiting British Columbia in 1973.
 G 26
Harry Harrod
The Northern California population of 8,100,000 continued in 1972 to prove
its potential value as a prime travel market with record inquiries at British Columbia
House, San Francisco.
Total mail, telephone, and counter inquiries, projected to the end of the calendar
year, showed an increase of approximately 10 per cent over 1971.
There is no doubt that special efforts such as the Central Valley promotion, the
attraction of off-season events such as the Festival of Sports, and the generally favourable weather during peak vacation months all contributed to the encouraging
percentage increase over a year that had the advantage of Province-wide Centennial
The basic functions of selling British Columbia to the travel trade as a competitive tourist destination and of providing a full information service to travel activators
and the travelling public were maintained throughout the year and augmented
periodically by emphasis on particular seasons and attractions.
British Columbia House participated in Department promotions aimed at
stimulating winter sports travel to Provincial ski areas and increasing the flow of
summer travellers from California's Central Valley area.
The winter travel promotions included ski-writers' tours in January and February, arranged in co-operation with CP Air and P&O Lines, and four Ski Seminars
for writers and travel agents held in October and November at Sacramento, San Jose,
Oakland, and San Francisco in co-operation with CP Air and the Canadian Government Travel Bureau.
In addition, an exhibit jointly sponsored by CP Air was prepared for the San
Francisco Ski Show in October, at which British Columbia House personnel assisted
Department representatives and ski experts from Whistler, the Okanagan, and the
Kootenays in selling our winter resort areas to a show attendance of more than
Summer vacation travel was boosted by an exhibit in the San Francisco Sports
and Boat Show in January, with a total attendance of nearly 400,000.
The San Francisco office also participated in Department promotions in April
with CP Air and P&O Lines in Sacramento, Modesto, Stockton, and Fresno, and
with Western Airlines in Santa Barbara, Monrovia, Newport Beach, Van Nuys, and
Santa Monica.
During this period, assistance was given to Department branches in arranging
very effective luncheon and dinner promotions for convention executives and travel
agents in San Francisco and Sacramento.
In May, additional exposure to the general public was obtained by British
Columbia House participation in a 10-day promotion in the large Tanforan Shopping
Mall sponsored by the Canadian Consulate General.
Public interest generated by these special promotions and by the Department's
advertising in this area resulted in increased demands on British Columbia House
for information and assistance to travel writers, wholesale and retail travel agents,
transportation companies, automobile clubs, group travel organizations, and the
individual traveller.
These demands were met by supplying information on particular British Columbia attractions and services across the counter, by telephone, correspondence,
the use of our posters in window displays, the distribution of literature supplies, the
G 27
loan of our travel films to social groups, and by the circulation of news releases and
photographs to press, radio, and television.
In addition, personal calls were made throughout the Bay area and surrounding
districts to keep interest alive and to establish new outlets for merchandising the
recreational products of British Columbia's growing tourist industry.
 G 28
J. H. Panton
The fiscal year 1971/72 was one of adjustment to new procedure and programmes. The new grant programme of the Branch exceeded all expectations and
met with such approval that the Special Project Aid Programme was entirely committed before the new fiscal year commenced in April. This was the cause of considerable concern to the staff and recreation people throughout the Province as it
curtailed an excellent service.
The staff hiring and administration grants continued to play a significant role
in creating recreation positions and enabling small community recreation commissions to function more effectively.
Regional district grants for study and organization have not been used as extensively as anticipated. This is due to the regional problems which are manifest in
the slow acceptance of recreation service by Regional Boards.
The following figures indicate the amounts approved for the Community
Recreation Branch grant programmes:
.    93
. 255
Special Project grants	
Administration grants	
Staff-hiring Incentive grants     29
Regional District Study grants       1
Regional District Recreation Commission Organization grants       1
Totals   379
Amount Approved
Community Recreation Branch assistance was a major factor in the organization and presentation of the following Provincial projects during the year:
1. Provincial Recreation Conference
2. Seminar for recreation personnel _
3. Community facilities study	
4. Oregon facility study	
During the past year, two Recreation Consultant resignations were followed by
the mid-summer appointments of G. E. E. Cameron to the Nelson office and W. W.
Smith to Burns Lake. Both these new staff members have had to devote a great deal
of time and travel to become familiar with their large areas.
The Community Recreation Branch worked in co-operation with the Festival
staff. Problems and requests directed to Branch offices were forwarded to the
Festival, or necessary information was provided. The Branch encouraged community participation in Festival events and provided assistance to local Festival
The Branch developed two special programmes for Province-wide participation. One was an outdoor programme designed to encourage families to participate
as a unit, the other a facility consultative service. Although both were new concepts and had the potential to be exciting and very significant, they were not implemented due to lack of funds.
One other special project has been carried over from last year. The Run-
Walk-Cycle-Swim programme has now had skating added. This will become a
permanent programme that will be administered by the Branch and local recreation
The Branch was also involved with the Federal Government throughout the
summer in a Federal recreation research project. This involved 26 recreation students working out of Branch offices throughout the Province. Their work involved
the collection of data from communities relative to the use of recreation facilities.
The project was directed by the British Columbia Sports Federation due to the lack
of staff and inability of the Community Recreation Branch to travel to Ottawa for
conferences concerning the project.
The Branch was also partially responsible for a project that involved the participation of five Fraser Valley Recreation Directors and one member of the Branch
staff. This group travelled to Eugene, Ore., and Vancouver, Wash., to discuss
facilities with local recreation departments. For the past two years the Branch has
assisted similar projects and this has provided excellent procedure for recreation
directors to upgrade their facility knowledge.
The annual Provincial Recreation Conference is a joint project of the British
Columbia Recreation Association, the local community, and the Branch. It was
held in Vancouver in 1972 and combined with the National Recreation and Parks
Association Northwest Conference.
Sport Canada converted a tractor-trailer into a sport resource centre. It toured
British Columbia with the co-operation of the Community Recreation Branch. This
caravan was located for two to five days in nine communities. It provided an
excellent opportunity for sport leaders to study and obtain excellent information
through books, films, and displays.
Approximately 6,000 persons a month view Community Recreation Branch
films, and indications are that this number is increasing dramatically. Since the
film library has been reactivated, a programme of film acquisitions and promotion
has paid large dividends. In addition, the Community Recreation Branch has produced three slide/tape presentations on swimming-pool design, creative playgrounds, and joggers' tracks. All have been well received by lay and professional
recreation people and have created a demand for other productions on facilities and
J. Lewis is attached to the staff of the Branch, but works independently
through the Canadian National Institute for the Blind in Vancouver. Quarterly
reports submitted by Mr. Lewis indicate a wide variety of white cane recreational
activities throughout the Province.
The Opportunities for Youth and Local Initiative programmes of the Federal
Government were used extensively by recreation departments and commissions.
This was supported by the British Columbia Recreation Association and the field
staff of the Community Recreation Branch. It provided opportunities for a great
deal of recreation leadership in various parts of the Province. This will probably
reflect on future staff appointments in communities without full-time staff at present.
The Community Recreation Branch is now intimately involved in many
national projects, as follows:
The Canada Games.
Canada Games Council.
Council of Provincial Directors.
National Sport Caravan.
Federal Facilities Study.
Hockey Canada.
Sport Canada.
Recreation Canada.
The latter two are Federal departments that have recently developed from the
Fitness and Amateur Sport Directorate.
New developments such as "Participaction" and a national evaluation of fitness
and health will also involve the Community Recreation Branch. Participaction, a
programme to encourage involvement in recreation and sport, has started with an
experimental project in Saskatoon.
Fitness and Sports Co-ordinator
(G. J. Pynn)
The office of Co-ordinator of Sports and Fitness, Community Recreation
Branch, administrates the British Columbia Physical Fitness and Amateur Sports
Fund that provides grant services to sports and fitness organizations throughout the
Province. The major development in the Fund during 1972 was the increase in the
investment from $10,000,000 to $15,000,000, providing 50 per cent more money
for grants to sports and fitness groups.
To date, $2,519,879.63 has been made available for sports and fitness development since the inception of the Fund in 1969. During the year 1972, $936,400 has
been allotted to 80 sports and fitness groups in British Columbia.
Approximately 50 per cent of this total is distributed to 47 Provincial sports-
governing associations, and the remainder to administrative organizations and miscellaneous sports and fitness groups.
A key grant programme this past year was the grant given to implement a new
Provincial Coaching Programme. Professional coaches have been hired for basketball, track and field, and volleyball. Negotiations are underway with other Provincial
sports associations to hire additional coaches. These coaches will organize and
administer training camps and clinics, seek ways to extend participation at all levels,
set up a communication system, assist in the development of athletes and coaches,
and establish a plan of competition at all levels.
G 31
Another grant programme initiated in 1972 was a new athletic awards programme. Established were five Premier's athletic awards of $ 1,000 and 25 British
Columbia athletic awards of $500 each. In addition, the Nancy Greene Scholarships
were increased from $500 to $750, and 10 were awarded instead of five. This
awards programme proved extremely popular with the student athletes and approximately 400 applications were received. A total of 48 student athletes received these
awards at a total cost of $29,000.
Major grants from the British Columbia Physical Fitness and Amateur Sports
Fund are paid to the British Columbia Sports Federation, British Columbia Federation of School Athletic Associations, British Columbia Recreation Association, and
the British Columbia Garibaldi Olympic Development Association. In addition,
programme assistance grants are paid to the British Columbia Festival of Sports,
British Columbia Sports Hall of Fame, and the British Columbia Commonwealth
The Fund has also provided a grant to the British Columbia Canada Games
Mission to equip and administer our team of 256 athletes and officials who will be
participating in the Canada Summer Games in New Westminster-Burnaby during
August of 1973.
Drama Division
(Miss A. Adamson)
This Division continued as in the past few years. The annual demand for resource aids remains about the same. There were 6,500 books, pamphlets, and magazines distributed throughout the Province to drama associations and groups.
Clinics and workshops were conducted without increase in numbers due to
budget limitations.  This programme was similar to the past few years.
Number of projects, 54; total cost, $3,010.75. These statistics are from January
1 to October 31.
Vancouver Island
(86 Commissions) (P. W. Grant, Victoria)
Several new recreation commissions were formed or reactivated last year at
Winter Harbour, Shirley, Zeballos, and Jordan River. Study is still progressing on
regional recreation development in the Alberni-Clayoquot Regional District.
The professional staff personnel on Vancouver Island continues to grow to the
point where more than 35 persons are now employed in full-time positions. The
growth in the last two years has been dramatic and is in large part due to the staff-
hiring assistance grants of the Community Recreation Branch.
Last year saw a number of clinics and other special projects throughout Vancouver Island. Most notable were a total recreation programme for Sidney, a
Province-wide Aquatics Clinic at Port Alberni, travelling playground and aquatics
programmes in the Mount Waddington Regional District, and a puppet-making and
drama project on Mayne Island. Many other communities took advantage of special
project assistance to expand or initiate programmes.
Zone meetings were held in all areas and these culminated in a Vancouver
Island conference held in Cedar with more than 100 persons in attendance.
 G 32
Fraser Valley-Sechelt
(41 Commissions) (D. M. McCooey, Abbotsford)
Along with routine services to the region, assistance was extended to and on
behalf of Provincial Government funds, public and private agencies, Provincial sports
and recreation organizations, and local off-shoots thereof.
On behalf of the Branch, personal liaison was maintained with the British Columbia Native Indian Sports and Recreation Association and the Federal Government Socio-Cultural Facility study.
Personal assistance was also provided to the British Columbia Drama Association toward setting up a Provincial workshop development programme.
Regional recreation conferences were organized at three locations throughout
the zone, along with seminars for professional recreation personnel.
Personal promotion of the film Different Tune—Different Drummer was carried
out with screenings to teachers and community leaders in Pemberton, Squamish,
Abbotsford, Mission, Hope, Agassiz, and Sechelt.
The concept of regional district recreation appears to be taking hold with the
establishment of a commission comprising Hope and four electoral areas in the
Fraser Canyon, and the appointment of a Recreation-Adult Education Director.
A study will soon be under way for a similar development in the Agassiz-
Harrison Hot Springs region.
(46 Commissions) (W. W. Smith, Burns Lake)
The Northwest Region of British Columbia was without the services of a Consultant from May to mid-August. The new Consultant spent the month of September
trying to visit as many of the communities in the region as possible. These communities have identified various kinds of problems and recreation priorities. For
example, one area is close to having recreation as a function of their regional district.
Another area is working hard at having a number of small commissions working
together and combining their resources to serve the larger community.
In the two months the Consultant has been in the region, Vanderhoof decided
to have a full-time Recreation Director. In addition to the 46 commissions in
the area, three other communities are in the process of establishing recreation commissions.
The major problems recreation commissions have identified have been:
(1) Lack of financial resources to develop the programmes they see as
(2) Lack of trained leadership to develop their programmes.
(3) Some have confusion as to the role of a commission in an organized
(4) Lack of facilities necessary to have a balanced recreation programme.
A large conference for the Northwest was held in Houston at the end of October. The conference gave delegates from all over the Northwest a chance to talk
about recreation with one another and discuss recreation with a number of resource
people from other parts of the Province. There were discussions on regional districts
and recreation, youth and recreation, recreation resources available for native Indian
people, and many other relevant and suitable topics.
 report of the tourist industry, 1972 g 33
(40 Commissions) (R. D. Lamoureux, Prince George)
The year 1972 proved to be very interesting and rewarding for this office.
More than 150 meetings and visitations were conducted with recreation commissions, service clubs, associations, individuals, and the news media.
New commissions were established at Barlow Creek, Bear Lake, Carmen Hill,
Upper Fraser, and Vanway. Reinstated commissions include Progress, South Taylor,
and Giscombe.
An arts and crafts seminar was held at Lower Post, a recreation seminar at
South Fort George, and a Recreation Conference at Prince George.
In addition, assistance was extended to the British Columbia Recreation Association; British Columbia Festival of Sports; British Columbia Physical Fitness and
Amateur Sports Fund; British Columbia Drugs, Alcohol, and Cigarette Fund; Red
Cross Water Safety Service; British Columbia Association for Non-Status Indians;
Federal Government Recreation Facility Survey; Federal Department of the Secretary of State, and the Federal Administrative Centre for Sport and Recreation.
Recreation facilities also reflect growth in many parts of the Northeast.
New recreation complexes are operating at Fort Nelson and Fort St. John. In
1972, ice arenas were constructed at Chetwynd, Prince George, and Kersley. Mackenzie constructed an outdoor swimming-pool which will be operational by 1973, a
recreation centre was built at Atlin, and many facilities were improved throughout
the area.
(40 Commissions) (J. M. MacKinnon, Kelowna)
Several significant functions took place during the past year, one being the
Recreation Conference in East Kelowna that saw a greater attendance than ever
before take advantage of the various educational opportunities presented. The major
portion of work in connection with this conference was performed by the Committee
of the East Kelowna Recreation Commission, under the guidance of Ed Holitzke.
A highlight of the past year was the organization of two area recreation commissions in the Boundary Regional District—Area Commission 1 includes Grand
Forks, Grand Forks Rural, and Christina Lake. The former Recreation Director for
the city of Grand Forks is now employed by the Kootenay-Boundary Regional District Board and works in this area. Area 2 includes Greenwood, Midway, Kettle
Valley, Rock Creek, Bridesville, Westbridge, and Beaverdell. This recreation commission does not have sufficient funds under the one-half mill limitation to hire paid
leadership. The dedication of the volunteer members of this recreation commission,
however, has resulted in building an extremely firm foundation for the future.
The Opportunities for Youth moneys spent to institute the North Okanagan
Recreation Project culminated in an extremely interesting and worth-while experience. The six university students were in many cases able to offer the communities
from Armstrong to Mara Lake new and interesting programmes and to assist in the
operation of already established activities. Many of these communities for the first
time experienced paid leadership, and although the project lasted only three months,
it did provide the communities with a sampling of the type of services that would
be available.
Eleven special projects totalling $1,037 were approved.
The City of Penticton, whose residents have long advocated hiring paid recreation personnel, have finally established the position of Recreation Co-ordinator/
Facilities Manager, and W. J. Pacholzuk, formerly the Regional Recreation Director
in Castlegar, was appointed in July.
Central British Columbia
(48 Commissions) (E. W. Mayers, Kamloops)
The number of active commissions in this area remained fairly constant; at the
present time 43 commissions are active. Three areas employed Recreation Directors
for the first time and two more are at present considering employing Directors.
Other groups the Community Recreation Branch co-operated with in this area
were the British Columbia Sports Federation, the British Columbia Cultural Fund,
the British Columbia Festival of Sports, the British Columbia Recreation Association, the Red Cross Water Safety Service, the Recreation Staff of the Cariboo College,
the British Columbia First Citizens' Fund, and the Okanagan and Kootenay Division
of Recreation Directors.
Because of a lack of funds, there were only four special project grants approved,
but 22 clinics and workshops were held in different activities. There was a noticeable
increase in camping, canoeing, and survival courses. Members of the British Columbia Sports Federation provided clinics for soccer, hockey, sailing, basketball,
gymnastics, volleyball, figure-skating, ski-ing, and tennis.
Zone meetings were held in Salmon Arm, Merritt, and Kamloops. Approved
were 36 Administration grants, 4 Special Project grants, and 2 Staff-hiring Incentive grants.
(64 Commissions) (G. E. E. Cameron, Nelson)
Probably the most talked-about subject in the Kootenays in regional recreation.
At present there are seven regional recreation commissions in the Regional District
of Central Kootenay, with the possibility of another one soon, and one in the
Regional District of Kootenay-Boundary. The recreation commissions in East
Kootenay are seriously thinking about the regional recreation concept and will likely
become a reality within several months.
Several commissions have written school-use agreements, and many others are
considering such agreements.
The Branch participated in two summer leadership schools, the Kootenay
annual workshop, and the first annual British Columbia-Alberta Recreation Conference.
Services have also been made available to all communities having recreation
commissions, and to other groups in an advisory capacity, such as B.C. Mobile
Sailing School, British Columbia Festival of Sports, Red Cross Water Safety Service,
East Kootenay Recreation Association, a variety of clinics and workshops, the
Technical Planning Committees in the Regional Districts of Central Kootenay and
Kootenay-Boundary, service clubs and organizations, and the Opportunities for
Youth. The Branch advised regarding staff-hiring, facility construction, programme
organization, and leadership training.
The film Different Tune—Different Drummer has been widely advertised
and circulated to schools, churches, service clubs, and recreation commissions from
this office.
G 35
Greater Vancouver
The Greater Vancouver area comprises seven large municipalities and is served
from the Victoria office.
Periodic meetings are held with all the Directors to discuss Branch services,
trends, and developments in public recreation.
A total of $26,013 was approved for special project assistance in the Greater
Vancouver area. A study of teen-age recreation concerning attitudes toward community centres was the major project in the area. The first phase has been completed, with the final phase scheduled for completion in 1973.
Throughout 1972 the Community Recreation Branch continued to provide
many services to the recreation commissions and departments in the Province. The
grant programme was so successful that all funds were committed in the first month
of the 1972/73 fiscal year. This caused a serious curtailment of assistance to special
projects throughout the Province, and resulted in some dissatisfaction among commissions and departments.
The importance of public recreation in solving leisure problems is meaningful
in the society of today.
P. D. Crofton
For the number of conventions held in British Columbia, 1972 was a record
year, with an increase of 184 over 1971. Total revenue, however, showed a decrease of $191,862 from last year.   Detailed figures and percentages by regions are:
Conventions, 1972
Tourist Region Total Conventions     Total Delegates Total Revenue
A  107 19,267 3,044,186
B   446 78,396 12,386,568
C  60 33,320 5,264,560
D   38 5,743 907,394
E, F, G  34 8,510 1,344,580
British Columbia     685 145,236 22,947,288
Distribution of British Columbia Conventions
Number Per Cent
January        43 6.3
February        49 7.2
March        53 7.7
April        81 11.8
May      109 15.9
June        98 14.3
July        34 5.0
August        42 6.1
September        86 12.6
October       46 6.7
November        31 4.5
December       13 1.9
685 100.0
May was again top month for conventions during 1971. It is interesting to
note from the graph that most of the events are held in off-peak months. This is
important to the travel industry as in July and August our hotels, motels, and resorts
are filled with tourists travelling as individuals.
The annual convention of the American Society of Association Executives was
held in Honolulu in August. The Department of Travel Industry, in co-operation
with the Vancouver Visitors and Convention Bureau, representatives from leading
hotels in Vancouver, Victoria, and Harrison, staffed a most attractive booth in the
Exhibit Hall. Chief Dan George, with the co-operation of CP Air, attended the
convention. He was a tremendous drawing card to our booth. A record number
of 82 executives asked for a formal convention proposal to be made to their organizations. The Department of Travel Industry is most grateful to Chief Dan George for
assisting us in "selling" British Columbia as a convention destination.
Lunches for association executives were held in Calgary, Edmonton, Toronto,
Ottawa, Seattle, San Francisco, Los Angeles, Spokane, and Portland. Members of
our Convention Bureaux, Chambers of Commerce, and leading convention hotels
G 37
The Honourable Ernest Hall addressing the Provincial Tourist Advisory Council.
were asked to attend these functions, where they would have a chance to personally
talk to these executives and tell them of convention facilities in their area. A slide
presentation was made to our guests showing accommodation, meeting halls, and
some of the many attractions and glorious scenery to encourage them to see more of
our Province on either pre- or post-convention tours.
 G 38
In co-operation with CP Air and Air Canada, association executives were
brought from San Francisco and Washington, D.C, to view some of our major convention centres. Both these tours were successful, particularly the one from Washington, where so many national associations have their headquarters.
The British Columbia delegation with Chief Dan George at ASAE in Hawaii.
Pat Crofton greeting association executives from Washington, D.C.
G 39
The Department was asked to sponsor a luncheon for the Western Regional
Conference of Association Executives in Palo Alto, Calif. More than 200 association executives attended this luncheon and presentation. Several of our leading
convention-hotel representatives who attended were able to make direct contact
with these convention decision-makers.
The convention folder, printed for the first time this year, was made available
to Convention Bureaux, Chambers of Commerce, and other outlets to use when
bidding for conventions. The Pre- and Post-Convention Tour brochure, also produced for the first time, was useful in telling convention delegates of tours that are
available to discover the scenic wonders of British Columbia.
Increased convention advertising was carried out in convention magazines in
Canada and the United States. Advertisements were taken in local papers with a
Province-wide circulation to convince members of service clubs, groups, companies,
and other organizations that British Columbia is an exciting and fully equipped area
to hold their conventions or meetings, and that they would receive assistance from
this Department, in conjunction with the local hotels and convention bureaux, if
they bid to bring their groups to this Province.
The Department was host to a luncheon for more than 200 members of the
Institute of Association Executives at their annual meeting in Vancouver. These
convention decision-makers from all parts of Canada were most impressed with the
convention facilities in Vancouver. Many of the delegates took post-convention
tours of British Columbia.
Mail-outs of British Columbia literature were made to 39,400 delegates prior
to their arrival in British Columbia. These mail-outs are most important as they
encourage attendance and allow the delegates to plan a pre- or post-convention tour.
The regulations governing the Contributing Grants Plan were changed in 1972
to meet the changing needs of the eight tourist regions. The total grant was increased
from $275,000 to $300,000. Sport-show displays, and such, are now eligible under
the plan, provided they take place outside the region. The travel expenses total was
increased to $2,500. Some allowance is now made for the long-distance calls originated by Co-ordinators in connection with regional business. Travel outside the
Province by Co-ordinators will now qualify under the Contributing Grants Plan, provided the permission of the Region's Directorate is obtained.
Regional Co-ordinators and those representing regions were again invited to
attend the Provincial Tourist Advisory Council meeting in Victoria. A new form for
travel expense, given out at this meeting, will standardize submissions and speed the
processing of grants.
 G 40
B. A. Lee
In an effort to concentrate on the major travel shows, the number of shows
participated in by the Department this year was down over the previous year.
One of the shows we did enter into was the San Francisco Sport and Vacation
Show. This continues to be a prime show in the California area, with attendance
this year close to 400,000. Personnel from Victoria staffed our booth, assisted by
staff from British Columbia House in San Francisco. Just recently ended was the
San Francisco International Winter Sports Show, at which we were represented.
This, too, was staffed by Victoria and San Francisco personnel. This is the third
year we have entered this show and the interest remains very high. The Los Angeles
Sport and Vacation Show was held for the first time in the new sports arena and
attendance for this was not as expected. The Canadian National Sportsmen's Show
in Toronto again proved to be a tremendous success, with attendance in excess of
360,000. As in past years, we again shared a 60-foot space with the Provinces of
Alberta and Saskatchewan, and this "Western Provinces" theme works very well.
In addition to these shows, representation by British Columbia at travel shows
in Dallas, Tex.; Milwaukee, Wis.; Anaheim and Los Angeles, Calif, is obtained
through our affiliation with the Pacific Northwest Travel Association. Some of
these shows are manned by British Columbia representatives, who distribute our
British Columbia literature to the thousands of prospective visitors.
To define what a travel show is, it should be noted that all are divisions of
established events called by a variety of names—Sportsmen's Shows, Sports Travel
and Boat Shows, Vacation Shows, and a few more. Whether they are a large 10-day
Thousands of questions are answered every year at travel shows.
 ■:'. ~-::'-u ';■•■• i ■'-■■■i-
'.- >
G 41
show in a major city or a smaller 4-day event, they operate basically the same. Each
has a travel section with booths representing individual resorts, areas, provinces, and
states.   Foreign countries and their attractions are frequently displayed, too.
Another section includes exhibits of fishing-tackle, sporting-goods, archery,
golf, and other participant sports, A marine section includes exhibits, boats, motors,
and accessories. Another area includes trailers and mobile homes. A limited number of other displays feature direct sales of leather goods, Indian handicrafts, and
novelty items.
All successful shows have been held during winter, from January through April.
These dates tie-in with vacation-planning periods and new product introduction.
They also precede the big-volume travel months of June, July, August, and September. Many shows are privately owned. Others are sponsored or operated by
newspapers or radio-television stations. Some are endorsed or produced by civic
or industry groups. All shows, because of their complexity, require highly trained
The Department's display in California was used for the San Francisco Show,
and also for the Ski Show. The 20-foot portable display was used in the Toronto
Show as well as the Los Angeles Vacation Show. This display was also used in
various other promotions, including a CP Air/Eaton's "See Canada" promotion in
Toronto. Plans are now being made for the construction of a new 20-foot display,
along with window displays, for the California area.
In addition to participating in travel shows, the Exhibit and Display Section
was involved in various other promotions within the Department. It took part in
the annual California promotion and assisted in the yearly press tour of British
Columbia. It also assisted the Director of Information Services with the Ferry Counsellors' tour, and other familiarization tours around the Victoria and Vancouver
S. Haines
Weather is of vital importance to photographers, and the year 1972 got off
to a rather bad start in this direction. As the weeks went by, however, the weather
improved considerably, and the men stayed in the field almost continuously to obtain important material.
The staff of three motion-picture men have been very industrious. Three films
were completed, while three are in the process of completion. Many commercials
and other shooting assignments were covered.
The four stills photographers have not been left behind in the production area,
and can account for many hundreds of top-quality negatives and transparencies
being added to the files, not to mention the dozens of publicity and official functions
The black-and-white darkrooms again show an increase in the number of
negatives and prints produced, and the colour laboratory has more than doubled
its production.
Consequently, the office staff have had to extend themselves to handle the
necessary administrative problems this type of production creates, and this has been
done with great efficiency and promptness.
The Branch film library in Vancouver continues to grow in importance and
popularity. Additional staff has been added, with extra space acquired for storage
and work area.
Excellent results have been achieved by the motion-picture staff. Three films
have been brought to completion. A short version of A Face in the Crowd was
produced under the title Faces of a Festival. Footage was shot for sports commercials and other Government projects, and work is currently progressing on three
new productions.
The film Island Eden, completed in March 1972, has already won awards and
merits throughout the continent.   It is considered one of the top films of its class.
Happiness Is ... is a lively ski film of the ski area adjacent to Vancouver,
and is doing a remarkable job of promoting ski-ing to visitors from all over the
western world and many other countries.
The third film made by the Branch was titled Different Tune—Different Drummer, and was produced for the Department of Education of the Provincial Government. Dealing as it does with the drug and alcohol abuse so prevalent today, this
film is doing very important work and is constantly in demand.
A film on the Okanagan area of the Province is currently under way, and will
follow the general scheme used in the production of Island Eden. Few of us will
have the opportunity to survey the beautiful lakes and countryside of the Okanagan
from the air except through the medium of a film such as this. We feel that this
film will have a tremendous potential for tourist promotion.
Work continued on a film on 'Ksan, the re-creation of a Gtksan Indian village
at Hazelton. Through animation based on Indian drawings, it tells the legend of
the downfall of their ancient culture. It also follows the history of the 'Ksan project
and depicts the revival of the arts, crafts, and culture of northwest coast Indians.
G 43
Hon. Ernest Hall (left) and N. Keziere with trophies.
Long overdue, a film on the coastal areas of the Province is in the formative
stages, and exploratory footage has been shot for test purposes. Scripts are presently
being considered, along with narration and sound-effect proposals, and filming
proper will commence early in the spring, if a satisfactory programme can be
decided upon.
Sponsored by the Department, a film on West Kootenay has been completed
by a private producer for the Branch. This colourful and lively film shows the
recreational possibilities available in this area, and takes the viewer on a 25-minute
tour of activities that can be enjoyed by visitors of all ages.
The film is titled West Kootenay Adventure, and is available from the Branch
Our four stills photographers are required to stay constantly on the alert to
procure the very best in photographic coverage for Beautiful British Columbia
magazine, Government brochures, and advertising programmes. They are also
expected to keep the negative files of the Film and Photographic Branch reasonably
up to date. This is a very strenuous undertaking, and requires skill, dedication, and
great patience. Frustrations with weather, air, and water conditions and the
unpredictable behaviour of birds and animals must be considered merely a condition of employment. The well-stocked files of the editorial offices of Beautiful
British Columbia magazine, and the photo albums in this Branch, attest to the
ambition and dedication of these men.
It is conceivable that in the not-too-far-distant future there will be few black-
and-white pictures as a general rule. With colour printing technology advancing as
 G 44
Dutch Creek.
rapidly as it is today, it is only a matter of time until colour printing may be used
exclusively. Since that day is not here yet, however, our darkrooms continue to
produce a very large amount of this material.
Requests for black-and-white photographs exceeded all previous records, and
the Branch shipped 22,106 prints and processed 4,117 negatives in response to this
tremendous demand. More than 300 framing prints were processed for different
display purposes for use by Government Agents, and some package prints prepared
for mailing are now available.
With new equipment, materials, and procedures being constantly updated, the
colour laboratory is an exciting area of this operation. Experts in their field, our
technicians produce a great number of colour prints, negatives, and transparencies
each week. The main body of this production is for Beautiful British Columbia
magazine, and related works requiring colour printing.
Figures show that 15,989 colour prints of various sizes were produced, along
with 8,107 transparencies and 4,928 negatives. The reputation of Beautiful British
Columbia magazine, and the quality of the pictures shown on maps and brochures
produced by this Government, bear testimony to the excellent workmanship of these
World-wide distribution of Branch films is done through the facilities of the
Canadian Travel Film Library, which has its headquarters in Ottawa. Thus we have
distribution in Great Britain, the United States of America, Germany, France, Japan,
G 45
66 1967 1968 1969 1970 1971 19
 G 46
G 47
and many other countries. In Canada, distribution to the domestic scene is via the
Canadian Travel Film Library, the facilities of the National Film Board, and the
two libraries operated by the Branch.
An additional 402 prints of our productions were added to the lists for international distribution, while a further 134 prints were placed in our two Branch
Reports on foreign-language versions indicate increasing interest in our productions, and we are presently versioning two recent titles in other languages. More
than 4,000 prints versioned in English, French, German, and Japanese are presently
in circulation.
The Branch film library in Vancouver now distributes the films of the British
Columbia Hydro Authority, the Community Recreation Branch, and the Canadian
Red Cross as a service to film-users, besides those of our Branch. Bookings are
on the increase through this facility, and the staff are often hard pressed to maintain
schedules. In some cases bookings are almost a year in advance to give instructors
and lecturers the opportunity to map out important programmes.
Reports from Canadian Travel Film Libraries indicate a sharp increase in the
use of our films in Canada and abroad. In the United States, we had 79,848 non-
theatrical screenings, with an audience count of 3,447,814. In Europe, we recorded
3,470 screenings to an audience of 223,015; and in Canada, not counting British
Columbia, we showed 7,500 screenings to an audience of 375,000.
Records of the two Branch libraries indicate 5,328 screenings to an audience
total of 217,791 persons for this Province.
Additionally, we also record 1,858 telecasts in the United States and Canada
through the facilities of the Canadian Travel Film Library, and 56 telecasts through
our own libraries.
It is interesting to note that a single television broadcast in Japan reaches 90
million people in their homes. Reception in the United States through this medium
is very impressive, too.
Many of our prints are versioned in other languages, with the largest number
in French. French-language versions are used not only in eastern Canada and
France, but in many other countries. To further present our Province to foreign
visitors, we have also versioned in the German and Japanese languages.
Our latest award winner, now produced in English, French, and Japanese, will
probably be versioned in German early in 1973.
Operated by the Film and Photographic Branch to facilitate film borrowing on
the Mainland, and located at 636 Burrard Street in Vancouver, the library is proving
once again the value of centralization. It handles not only Branch films, but also
those of the Canadian Red Cross, British Columbia Hydro and Power Authority,
and Community Recreation Branch.
The facility made 5,797 film shipments during the year, and all films were
kept in top condition for service to the public.
Slide shows and film strips are also handled from this outlet, and further slide
shows are in the planning stage.
 G 48
G 49
The work of the general office of the Branch varies considerably from most
general offices. Basically, the function of the office is administration, but also includes the film library, slide files, negative files, and photo albums.
More than 700 film shipments originated from this office for direct screenings
to an audience of more than 32,000 people. The office also recorded 19 television
shows of films from the Branch.
Picture selections, including black and white, colour, and colour slides totalling
more than 12,000 were made and forwarded by the office staff in reply to requests.
During the year only a very few black-and-white negatives were added to the
files, but more than 3,500 colour negatives and 300 original slides were numbered
and captioned.
To replace the duplicate slides sent out in answer to requests, and to prepare
duplicate stocks of new slides, is a very important part of our work. More than
7,000 duplicate slides were numbered, captioned, and filed for this purpose.
The Branch is also responsible for setting up slide shows for general distribution, which includes composing and editing shot lists and narration.
This type of show calls for occasional revision, and three different slide shows
are now prepared to be returned to circulation.
The Branch receives letters from all over the world requesting visual information on British Columbia. More than 700 letters bearing pertinent information
were sent out from this office.
T.   A.   NOTLEY
During the past year the flow of travellers to British Columbia has increased.
Abbotsford Information Centre recorded a general increase throughout the
summer, with a noticeable rise in the number of recreational vehicles.
New Westminster Chamber of Commerce had another record year with 27,000
visitors, an increase of 14.8 per cent over the total of 23,000 for 1971. Here again,
the number of trailers and campers created a substantial impression on visitor statistics.
While other Information Centres showed general gains, the Vancouver Centre
had a slight decrease of 4.5 per cent in over-all counter inquiries from 101,504 in
1971 to 97,033 in 1972.
The lack of general inquiries could be attributed to a slow spring period due to
inclement weather conditions and heavy flooding. Another factor could be the poor
convention year in Vancouver. It should be mentioned that the absence of trailer
and camper facilities in Vancouver has affected hotel and motel statistics, indicating
that recreational vehicles are totally bypassing Vancouver.
Due to the death of G. Ed Meade in July, Terry Notley was appointed supervisor of the Vancouver Information Centre. Mr. Notley attended many promotional
functions and gave lectures to such groups as TEAL (Teachers of English as an
Additional Language), the Rotary Club of Annacis Island, and the International
Travel Trailer Club of America. He also held his usual spring and fall night school
Adult Education classes, and conducted tours for the many travel writers, filmmakers, and magazine photographers visiting Vancouver.
In conclusion, the efforts of all temporary counsellors and permanent staff, two
new members of which are Miss Karen Bishop and Richard Lemon, were instrumental in producing another successful year.
G 51
G. L. Levy
The Personnel Office processed 123 requisitions through the Civil Service
Commission. These were required for the selection of persons to fill vacancies and
seasonal requirements for the following areas:
Forty-three were recruited for the Travel Division to staff reception centres
in Victoria, Vancouver, and various parts of the Province.
Twenty-nine were selected for the subscription office of Beautiful British
Columbia magazine.
Forty Tourist Counsellors were selected to be located on all major British
Columbia ferries during the tourist season.
Six persons were selected as Tourist Accommodation Inspectors in the
Two were selected for the Film and Photographic Branch, and three for the
Community Recreation Branch.
The employment of seasonal staff each year is necessary to carry out the
tourist information service.
The Accounts Section processed all requisitions for supplies and equipment,
and all expenses incurred by the Branches of the Department.
Harry P. McKeever
Perhaps the busiest year so far, 1972 began with press releases outlining some
of the activities of the Department in 1971. Other work included the first of two
special issues of the British Columbia Government News, editing and revising
regional folders, and checking booklets and travel guides for publishing houses preparing for the oncoming tourist year. A directory for the Society of American
Travel Writers was edited, as were other brochures produced by the Department.
The editor of Hotel Review, Berne, Switzerland, was hosted on a two-day visit
toward the end of February.
Thereafter, considerable time was devoted to writers, editors, photographers,
broadcasters, and columnists arriving through the auspices of the Canadian Government Travel Bureau, Ottawa. A two-week tour via the MV Queen of Prince
Rupert was extended to a writer selected to complete assignments on 'Ksan Village
in co-operation with ARDA and Federal affiliates. Fifty-one Mexican travel personnel were escorted on a local tour of Victoria and environs. The further one-
day visit of a representative of Trade News, Sydney, Australia, was one of numerous
that extended into late in the year.
A trip was made to Banff to meet Wilfrid Thomas, internationally known for
his programmes carried on British and Australian broadcasting systems. Subsequent travel with Mr. Thomas resulted in material that was eventually aired to
millions of listeners in Great Britain and Australia. A three-day Vancouver Island
trip was completed with three German travel editors. A representative of Sunset
magazine, California, was conducted on a two-day fact-finding tour of Vancouver
The special projects editor of the Lancashire Evening Post, in search of material depicting the Province's lesser-known areas, travelled via MV Uchuck HI and
plane to view the west coast of Vancouver Island. This same journalist was further
escorted via logging-roads to logging camps for first-hand facts on the industry.
The news editor, Air Canada, was hosted on a nine-day tour to acquire story
material on dude ranches, houseboats, Barkerville, Fort Steele, and other historic
Research was done for several publishing houses and magazine producers.
Stories were checked for these same organizations, as were maps and write-ups for
freelance writers and authors not altogether familiar with our vast territory. Such
work is sincerely appreciated inasmuch as it avoids misunderstandings and inaccuracies when the stories finally appear in print.
In all, 165 stories were written in response to requests from many parts of the
world. One in particular was given two-page prominence by Qantas Airways,
Australia, in their monthly publication.
Somewhat a departure from normal practice, an essay competition was set to
Grade XII students in our public and private schools with the intention of receiving
stories that might be used as publicity pieces. Notwithstanding that 30 prizes of
$100 each were offered for up to 1,000 words on any aspect of British Columbia,
the results were not up to expectations. This disappointing response would, therefore, tend to preclude any further plans for another contest in the future. Conceivably, the project might have developed into an exciting and rewarding challenge
for senior students who had thoughts of careers in journalism.
G 53
Following the general trend in the growth of tourism everywhere, correspondence increased considerably during 1972. This, together with intensified research
requests, indicated most definitely the popularity of British Columbia as a tourist
Miss Elaine Johnston
The year 1972 opened with the Information Officer in attendance for 10 days
in January at the Los Angeles Sport Show, held at the new Los Angeles Convention
Centre. Interest in the entire Northwest was evident, and British Columbia profited
as a side effect of the tremendous interest shown by Californians in Alaska. British
Columbia literature was sought by many potential visitors who made a special effort
to attend the Sports Show and visit our Department of Travel Industry display.
Correspondence continued through the spring months with clubs and groups in
the greater Los Angeles area, where we presented our British Columbia programme
to nearly 200 clubs and associations. The Information Officer assisted staffing the
temporary British Columbia Office headquarters, and spoke at two special travel
counselling seminars organized by the Automobile Club of Southern California, and
the National Automobile Club. The enthusiasm shown at these seminars was unusually high, and the organizers have invited us to make it an annual event.
The Travel Counsellors' Training Course, held annually in May, was expanded
from a five- to seven-day course. This necessitated a complete reorganization of
the course outline, instructional materials, visual and teaching aids, guest speakers,
and the final examination. Two classes were completely filled, and the course was
held at the British Columbia Institute of Technology in Burnaby, May 5 to 12.
Since the Information Officer is one of the chief instructors at the Travel Counsellors'
Course, and also sets and marks the final examination, much time-consuming detailed advance preparation is required.
Revisions for the Fly Beautiful British Columbia brochure continued through
the spring, with valuable assistance from the Ministry of Transport, British Columbia Aviation Council, and Canadian Armed Forces. Photographic assignments were
set to obtain additional illustrations for the brochure. The new brochure was
available for distribution at the Abbotsford International Air Show, the British
Columbia Aviation Council Annual Meeting and Convention, and at the Washington
Pilots' Association Convention. This year the quantity printed was doubled to
10,000 copies, and by August the demand was so great that more than 7,000 copies
were already in distribution.
The Information Officer continued to assist the Director of Publicity through
the year by conducting familiarization tours of British Columbia for visiting dignitaries, editors, writers, and photographers. Assistance was also given movie
producers while location filming was done in British Columbia.
Research trips were made to various locations in British Columbia to keep our
information resources files up to date, and to conduct on-the-job staff training
sessions for new Travel Counsellors. For example, opening of the British Columbia
Forest Service Nass River Bridge near Stewart, in July, presented many new travel
potentialities, and the area was visited to learn first-hand the travel, recreational,
historic, and accommodation possibilities. On-the-job staff-training sessions and
field trips were conducted at the new Yahk Information Centre, at the junction of
Highways 3 and 95, south of Cranbrook.
The Regional Travel Counsellors' Training Course was successfully held early
in June at Three Valley Gap, west of Revelstoke. The enrolment was so great
that two classes had to be conducted simultaneously. This course was expanded
from two to three days, and required extensive revision of the outline, instructional
materials, visual aids, guest speakers, field trips, and examination.
G 55
During the summer the Information Officer assisted the Director of Information Services with correction and revision of the 1973/74 British Columbia Road
Map.   Additional checking was completed during the autumn.
To obtain additional publicity for the Cowichan Valley Forest Museum on
behalf of the British Columbia Forest Service, a meeting was arranged with representatives from the British Columbia Forest Service, the Cowichan Valley Forest
Museum, and the Information Officer. Suggestions were made to help take advantage of the publicity outlets already in existence, and new or supplementary
directional signs were also suggested.
The Information Officer represented the Department at the British Columbia
Aviation Council Annual General Meeting and Convention at Harrison Hot Springs
in September, and attended the Provincial Tourist Advisory Council fall meeting
in Victoria.
Revision of the set of Travel Counsellors' Manuals, now out of print, was
undertaken, with the Information Officer assigned to rewrite Book 6 on Recreation
in British Columbia. This necessitated travel and research, and work was well
under way at the close of the year.
 G 56
K. B. Woodward
As a direct result of negotiations with the Canadian Government Travel Bureau,
Travel Trade Relations, and discussions held during the Federal Provincial Conference on Tourism, the format of the Federal Government familiarization tour programme for travel agents, tour wholesalers, and operators was regionalized. This
enabled us to participate to a far greater degree in the introduction of British Columbia familiarization tours for these agents. The scope of this programme almost
doubled that of previous years and we were represented in major travel trade markets
that previously were not exposed to the vacation possibilities of British Columbia.
The programme was broken down into two parts—the first part consisted of
11 familiarization tours involving British Columbia, Alberta, CP Air, and Air Canada, and was co-ordinated by the Canadian Government Travel Bureau. Visiting
British Columbia were 250 agents from the following market areas: Western
Europe; United States eastern seaboard; Los Angeles, San Francisco, and Seattle;
Chicago and Minneapolis areas; Pittsburgh, Philadelphia, and Buffalo; Detroit,
Cleveland, and Cincinnati areas. In addition, travel executives from Japan also
toured British Columbia.
The second part consisted of groups from Latin America and from the South
Pacific who visited British Columbia on a "See Canada Programme."
During 1972 we travelled to the following cities to show our travel agents' and
convention presentations to approved travel retailers and wholesalers:
London, England. San Francisco, Calif.
Toronto, Ont. Sacramento, Calif.
Ottawa, Ont. Los Angeles (five showings), Calif.
Calgary, Alta. Phoenix, Ariz.
Edmonton, Alta. Seattle, Wash.
Palo Alto, Calif.
These presentations were in the form of salmon dinners and were operated in
co-operation with Canadian and American air-lines.
Approximately four years ago the Department of Travel Industry commenced
a travel promotion programme aimed directly at the lucrative Japanese market.
Stages 1 to 4 were completed in 1971, and stages 5 and 6 took place in 1972.
Stage 5 was a continuation of this most important programme. In the month
of May 1972, we escorted 60 travel agents from Japan on a familiarization tour of
British Columbia. During this tour seminars were operated on the mechanics of
"selling" British Columbia in the off-peak months.
Winter-time fun was a main sales scheme, supplemented by spring and fall golf
tour programmes and specialized travel groups such as medical and other professional personnel.
Stage 6 of this programme was a visit to British Columbia by 30 recognized
travel editors representing radio, television, daily and weekly newspapers from every
G 57
Japanese Travel Agents' Group at Barkerville.
Japanese Press Tour visits Prince George Museum
 G 58
corner of Japan. These press representatives produced reams of copy telling the
consumer market in Japan of the vacation possibilities in British Columbia during
the off-season.
The spring promotional tour of California covered a greater area and more
people this year than ever before. Arrangements were made for more than 200
speaking engagements for the British Columbia speakers' group that travelled to
California. The usual consumer, press, travel trade, and convention organizers were
contacted and again resulted in a most successful promotion.
Welcoming travel agents to British Columbia Presentation in San Francisco.
In view of new air-line regulations allowing discount rates on domestic flights,
an entirely new promotional field has been opened up for in-Canada travel. Travel
between cities in Canada 700 miles apart or more, and between October 1 and May
31, can realize great savings on air travel. In co-operation with air carriers, we are
encouraging the construction of discount packages saleable in the densely populated
areas near Montreal, Toronto, Cleveland, and Chicago. Golf themes, spring-comes-
early themes, fall colour programmes, nature programmes, and tack-on to business
trips are being encouraged. This is an entirely new departure and can be a great
asset to the off-season periods of our travel industry.
Continuing programmes with newspaper, national television companies, and
national magazines were carried out in an attempt to obtain publicity for a minimum
G 59
British Columbia's Travel Agents' Manual is widely distributed to travel agents
throughout the world.
Many speaking engagements were carried out to local and visiting groups and
conventions in British Columbia, and the State of Washington.
It is apparent that travel trends throughout the world are changing very rapidly.
It is apparent that the travel promotion methods we used two years ago are now
obsolete. It is apparent in this world of specialized travel and specialized methods
that we must use specialized methods of travel promotion. We must select our
market areas carefully and when we approach them, in an attempt to change their
travel patterns in our favour, we must be far ahead of our closest competitor with our
promotional schemes. We must encourage visitors from our carefully selected
marketed areas to visit our Province during the time that we want them.
 G 60
Arthur E. Abram
During the year 1972, there were no major changes in the system
of Government approval of tourist accommodation establishments, nor
in the administration of the programme.
The field work of inspection and registration was again carried out within the
completion date required for Directory publication. The work in the early part of
the coverage was hampered somewhat by flood conditions in many areas of the Province.
Between April 15 and July 31, six Tourist Accommodation Inspectors completed the field work, with some minor assistance from head office staff.
Registration of approved tourist accommodation establishments was up over
the previous year, with a total of 2,012 establishments now recorded in the register.
Included in this total are 102 new establishments. There were 90 establishments
removed from the register in 1972.
This year, the Department published and distributed 750,000 copies of the
British Columbia Tourist Directory. For many years this publication has been well
received by the travelling public and is commonly referred to as the "Green Book."
Distribution of the publication is largely on the North American continent; however,
copies are available in London, England, and continental Europe.
Many inquiries are received by the Tourist Accommodation Office from persons who have an interest in establishing tourist accommodation facilities in the Province. During the past year, 132 such inquiries were processed. The origins of these
letters were as follows: 52 from British Columbia residents, 25 from the United
States, and 54 from other provinces in Canada, with one inquiry from England.
Complaints on our tourist accommodation establishments were down considerably from the previous year. During 1972, a total of 80 formal complaints were
received by the Office. Of these complaints, 55 were investigated, and of this number, two resulted in the removal of establishments from the register of approved tourist accommodation.
Again this year the Office was represented on the Provincial Tourist Advisory
Council as a member, and also serving on the Green Book Committee, and the Resolutions Committee of the Council.
G 61
A before-dinner interlude.
Elegant surroundings for a meal.
As this Department's inspections of tourist accommodation facilities are closely
related to sanitation, the Tourist Accommodation Office staff worked closely with the
Department of Health Services during the year in the approval of tourist accommodation facilities, particularly in the classifications related to campgrounds and trailer
Highway signing for tourist accommodation facilities are contingent on registration with this Department; as a result, close liaison was maintained with the Department of Highways.
Total establishments registered  2,012
Total number of units  62,473
Establishments removed from register  90
New establishments registered  102
Establishments permanently closed  8
Change of ownership  330
Establishments and Units by Classification
Establishments Units
Hotels  184 9,861
Motor hotels  107 7,534
Apartment hotels   16 635
Motels  665 12,711
Motor courts  204 2,512
Auto courts  19 183
Year round  32 1,062
Summer  87 1,079
Fishing  24 261
Lodges   58 643
Dude ranches   19 303
Beach cottages -  69 520
Bungalows   15 151
Cabins  55 534
Trailer parks  242 9,531
Houseboats   5 39
Camp-sites   280 13,869
Camping cabanas      12
Fishing camps  116 837
Hunting and fishing camps  30 196
Totals   2,227 62,473
Total classified establishments   2,227
Total registered establishments  2,012
Establishments with dual classification      215
G 63
Checking in.
A typical room.
Mrs. Grace M. Long
The Travelling Counselling Section has had a very busy and active year. While
the mailing requests handled in this office have a 15.7-per-cent decrease from last
year, this has not decreased the work load. Travel Counsellors are replying "in
detail" to thousands of written requests, which involves a great deal of research, and
is a direct result of the removal of all coupons from printed advertising.
Inquiries for information during 1972 are as follows:
1971 1972
January  .  7,271 8,205
February  12,582 11,378
March  45,981 25,068
April  29,982 32,475
May  .  24,992 20,913
June  19,904 14,685
July  10,208 8,937
August  7,279 6,169
September  5,623 4,378
October  6,857 9,160
November   6,066 5,925
December   5,112 5,821
181,777 153,114
Preparation for the spring-summer British Columbia Calendar of Events is now
in progress, the fall-winter issue having just recently been released. Correspondence
for information for these publications is made to 450 persons, who represent virtually all sources of entertainment throughout the Province (i.e., theatres, recreation
centres, arenas). The new format for the 1972/73 fall-winter calendar has been
well received to date.
Revision of the Vancouver Island-Mainland Ferry time-table sheet, 1972,
covering nine routes, starts in November for completion by early January to be
available for the first travel show represented by our Department. The sheet for
1973 is now in progress.
Research was also made for several magazines who requested information on
events for inclusion in their 1973 publications. Innumerable telephone calls from
the Canadian Government Travel Bureau, Ottawa, for various and varied information are received in this office.
Updating the portable reference file used by all summer-employed Travel
Counsellors, and other outlets, takes place in early February. Other areas of updating are aircraft charters, trailer parks, camp-sites, boat charters, industrial tours,
dude ranches, and others. Thousands of mimeograph copies are run off yearly, and
approximately 3,000 letters were written on the Flexowriter. Kits are made up
throughout the year for various organizations. At present 5,500 kits are being
put together for.a combined Canadian Government Travel Bureau and Department
of Travel Industry "Ski" advertising promotion.
(Victoria Office)
Mrs. Debbie Buick is in charge of all "detailed" correspondence that requires
individual attention and involves a great deal of research; during the busy period
additional Counsellors are assigned to assist her. "Two-Nation Vacation" involving the distribution of brochures for the combined States of Oregon and Washington
and the Province of British Columbia is also her responsibility. This year Mrs.
Buick has represented our Department at the Toronto Canadian National Sportsman's Show in March; a "TIAC" Convention at Sooke in May; and assisted the
Department of Industrial Development, Trade, and Commerce at the Edmonton
"Klondike Days" in July. Her assistance was given to our Abbotsford Reception
Centre for two weeks in September, and also when required in other aspects of work
in this office.
Mrs. Gail Carrie is secretary to Mr. Norman, whose many duties include
correspondence with all Reception Centres during the summer season. In addition,
she is responsible for authorizing invoices for payment and is continually updating
our highway file regarding new routes, detours, gravel sections, and logging-road
access. At present, research is in progress on the Vancouver-Fraser Valley map
produced by this Department. Yearly research takes place on camp-sites, sani-
stations, and industrial tour lists. As well as assisting in other office procedure,
Mrs. Carrie represented our Department at a "TIAC" Convention at Sooke and
assisted the Department of Industrial Development, Trade, and Commerce at
"Unimart '72" in Seattle during August.
Mrs. Joan Thomas is in charge of world-wide literature distribution and the
master mailing-list, which is the Norfield Strip Index System. This involves approximately 5,500 labels for bulk shipments; other requests for literature shipments
would amount to at least 15,000. Mrs. Thomas assists with detailed letters and other
office work when required. She represented our Department at the San Francisco
Boat and Trailer Show in January 1972.
Miss Barbara Booth and Miss Sherry Mitchell assist with detailed letters, and
are involved in research to a great degree. Miss Booth is in charge of the stockroom
for regional brochures required for mailing requests to the public. This involves a
great deal of correspondence throughout the year. These two young ladies attended
the Travel Counsellors' Course in May and accompanied the group on the Travel
Counsel Orientation Tour. Miss Darlene Deyholos is in charge of the incoming
mail, delegating each letter to its appropriate section. She also assists in research
and other office work.
From January to May, three temporary Counsellors were hired to assist during
this extremely busy period.
As Senior Travel Counsellor, I work in a supervisory capacity and thus am
responsible for the delegation of work. Travel Counsellors aboard the ferries are
also under my supervision. This year I have represented our Department in Vancouver and Victoria, interviewing new Travel Counsellors for work on the ferries
and at the airport. I attended the Los Angeles Boat and Travel Show in January;
a "TIAC" Convention at Sooke in May, and the Travel Counsellor Orientation Tour.
 G 66
Travel Counsellors processing inquiries.
G 67
Travel Counsellors who work aboard ferries and at Vancouver International Airport.
Ed Norman
In late November 1971, the Travel Industry Branch of the Federal Government initiated a special winter works programme related to travel service facilities,
with both levels of Government subscribing financially on a 50:50 basis.
This allowed us to proceed on a much-needed building programme. Abbotsford Reception Centre was completely rebuilt; Douglas Reception Centre was completely modernized and a large extension added; and a central receiving and shipping
warehouse was established in Vancouver.
Many thanks are due the Department of Public Works which carried out these
programmes under very adverse conditions, shortage of planning-time, and poor
weather conditions.
In addition to providing vastly improved reception and storage areas, both
Abbotsford and Douglas Centres are now equipped with excellent public washroom
The improvements over the old buildings have evoked enthusiastic acclaim
from our visitors. Construction delays throughout the early summer resulted in
very spasmodic operations at Abbotsford until mid-July.
This is reflected in the traffic figures covering the six months operation from
May 1, 1972, to October 31, 1972, showing a decline from 45,772 vehicles and
123,456 visitors in 1971 to 39,744 vehicles and 113,037 visitors during 1972. The
period, however, from July 1 to October 31, showed an increase of 5.7 per cent
over 1971.
For the first time in five years, figures for recreational vehicles showed a
decline, reporting a 17-per-cent decrease in 1972 from 1971.
Douglas Reception Centre, open all year except Christmas and New Year's
Days, continues to serve the travelling public in ever-increasing numbers, with
195,000 visitors in 66,000 vehicles compared to 180,000 visitors and 61,000
vehicles in 1971. Peak traffic loads are still experienced during July and August,
but appear to be levelled off in relation to the two previous years, major traffic increases being recorded in the off-season months.
Wide publicity given to the high-water flood conditions during the spring and
early summer produced a very deleterious effect on some of the Interior localities.
The southern Okanagan and Similkameen Valleys and the Salmon Arm-Sicamous
areas suffered severely through June. This situation was reflected in traffic counts
at both the Sicamous and Osoyoos Reception Centres. Following the flood subsidence, conditions improved from July through September, with both centres
showing appreciable gains over last year—34 per cent at Sicamous and 12 per cent
at Osoyoos.
A pilot programme was initiated in July with a mobile unit placed at the junction of Highways 3 and 97, near Yahk.
Operating on a temporary basis, it served to point up the need for a Visitor
Reception Centre to serve the Kootenay area, and it is planned to continue with a
full operation during the 1973 season.
Once again it became necessary to relocate our Banff office. This occurred
during July to coincide with the peak traffic period.    Following eight moves in
G 69
■ '■-■■.'■.'.;.,„A
■■■■:■.:....."■■■■■ ■        ■ ■:■■■..
.: ■ ■■■■■■■■...... ■ ■■■■..■
Reception Centre, Abbotsford.
Reception Centre, Douglas.
12 years, it would appear we can look forward to a degree of permanence in the
newly created National Park's Information Centre.
In spite of the disruptions, the Banff office showed appreciable gains over
previous years. During three months of operation the staff prepared itineraries for
17,037 visitors in 6,079 parties. Itineraries developed resulted in routings comprising 6,584,872 miles, with a minimum of 131,224 visitor nights spent within
our borders.   Routed on the MV Queen of Prince Rupert were 173 parties.
Co-operation received from the Banff National Park's Administration, that
renders this programme possible, is greatly appreciated.
Thirty-five Travel Counsellors were place on board 12 vessels on the major
routes of B.C. Ferries from June 1 to Labour Day. This programme, now in its
twelfth year, continues to provide a good reception service to visitors and is of great
assistance in persuading the visitor to see much more of our Province. In addition,
the programme has assisted many university students to achieve their educational
An additional five university students provide a reception service at Vancouver
International Airport. All multilingual, these young ladies meet all overseas flights,
including charters, between 7 a.m. and 11 p.m. daily.
Only the co-operation of Canada Customs and Immigration officials and the
Department of Transport makes this service possible.
This programme, initiated five years ago, is now being adopted in several
large airports throughout the world.
A central receiving and shipping warehouse established in Vancouver was a
major development in effectively reducing shipping costs.
The phenomenal increase in tourism demand creates tremendous stress on the
supply. This is also true with tourist literature. For economic reasons, production
of both promotional and informational tourist literature has not kept pace with the
demand. It is essential, therefore, to keep all literature outlets under constant
scrutiny in order to eliminate waste, and serve the areas of greatest productivity.
The annual Travel Counsellors' Training Course was conducted in early May
at the Vocational School in Burnaby.
As the tourist industry grows, the demands on Travel Counsellors increase
also, both in numbers and the scope of knowledge required. In an attempt to keep
pace with this broadening aspect of the Travel Counsellors' work, the course was
expanded from five to seven days. Even then, most participants agreed that seven
days is much too short a period in which to absorb all the aspects involved. Once
again more applications were received than could be accommodated by the instructors and facilities available.
In early June, a three-day crash programme was conducted at Three Valley Gap,
and had excellent reception. While it is not possible in three days to treat travel
counselling to a depth and scope it deserves, the brief courses nevertheless serve to
bring out the basic and co-operative principles involved.
Because of the wide acceptance of these courses, and the obvious values being
demonstrated by the participants, two courses are planned for 1973, one to be held
in Nelson and one in Prince George.
G 71
The success of these programmes relies heavily on instructors drawn from
other Government departments and many members of the private sector. To these
dedicated people, who donate their time and expertise freely and enthusiastically,
we are sincerely thankful.
In-service training for Counsellors in head office is a continuing programme,
several Counsellors now being fully competent to represent the Province in this
field anywhere on the continent. The Department is singularly proud of these
dedicated young ladies, who by their expert knowledge, and deportment, are acknowledged as the best in their profession in many areas outside our Province.
This is evidenced by the requests for training assistance by the other three
western Provinces, a co-operative effort enthusiastically supported by this Branch.
Close liaison is also maintained with counselling and distribution staffs of the
Canadian Government Travel Bureau.
Assistance was given by the counselling staff to other divisions of the Department on various promotional activities. Staff members staffed Travel Shows in
California and Toronto. Staff members also assisted with industrial programmes
in Edmonton and Seattle.
A seven-day tour of all parts of the East and West Kootenays was carried out
as part of our Travel Counsellors' Training Programme.
We are grateful to the many members of the private sector, and to all the
Chambers of Commerce whose efforts made this tour possible.
Regular inspection trips were made to all Provincial Reception Centres, and
liaison was maintained with numerous community Information Centres.
Due to staff changes in the Vancouver office, and the establishment of the
central warehouse, it was necessary to keep close liaison with those operations.
G. R. Beddoes
For purpose of reference and promotion, British Columbia ski areas have
been grouped to form the concept of ski-region complexes that lend themselves to
tour packaging and marketing of the areas lesser than Whistler and Grouse. The
regions are Pacific West Coast, Okanagan, British Columbia Canadian Rockies,
and Cariboo North.
Continuing through the now-existing communications, this Section has worked
and assisted the various areas and regions with establishing Kelowna's Big White
and Fairmont Hot Springs as Interior centres for special events of the British
Columbia Festival of Winter Sports.
The British Columbia Ski Directory was revised for the 1972/73 season into
two types—illustrated and nonillustrated.
Produced for use outside the Province were 55,000 illustrated directories, of
a total run of 70,000.
The illustrated version contained the 20 major areas, each with illustrating
The remaining 15,000, with 63 entries, represent full coverage of the operating
ski areas of British Columbia, and are intended for use within the Province.
Special events and promotions undertaken and assisted in by this Section for
1972 included
Creation of Japanese British Columbia Ski Society.
San Francisco Travel Show.
Agents and Press Tour with P & O, CP Air, "Sea/Air/Ski Tour."
Smithers winter recreation areas research tour.
British Columbia ski areas survey.
Japanese film tour of Whistler/Garibaldi.
Okanagan extension tour with Japanese film group.
California promotion (general).
Japanese Travel Agents' Tour of British Columbia.
P. W. Airlines, Okanagan and British Columbian Canadian Rockies tour
packaging research tour.
British Columbia Ski areas Directory revisions.
Eastern Canada Ski Seminars Series (Ski Can Ltd.).
Okanagan agent's familiarization tour.
Vancouver Ski Show (Parks Branch).
San Francisco Ski Show (CP Air).
Ski Shell production.
Developing winter travel in 1972 has shown continued healthy growth, indicating traffic increases of up to 27 per cent in some areas.
Ski-ing, being the prime motivator, draws winter tourists from California, New
York, Quebec, Edmonton, Calgary, and now from Japan. Within British Columbia
there is a surging interest and participation in winter recreation.
Ski traffic from eastern Canada to British Columbia is estimated to show at
least a 100-per-cent growth this year over last. The winter vacationer coming to
western Canada from Japan has increased from three in the 1970/71 season to
1,500, as of September 30, 1972. They were skiers who had booked air-line space
into Vancouver to ski British Columbia, Banff, and Jasper, according to an official
of one carrier in Tokyo.
G 73
Personnel of the "Sea/Air/Ski Tour" leaving San Francisco.
British Columbia's ski industry looks with optimism to its future. Because
of the apparent growth, many areas face new and immediate problems regarding
further development and utilization of their recreational potential.
The lack of adequate quality, and even basic accommodation, has already
caused cancellation of tour groups and individuals destined for Whistler.
At specific locations, land use for further accommodation and facility development is not compatible with park and other regulations.
Area accessibility is another major factor that denies many of winter Alpine
recreation because road conditions are often difficult and uncertain.
Persons hesitate to use the British Columbia Railway's passenger service because of the lack of facilities at Alta Lake. This rail service could become very
appealing and perhaps adequately meet many of the transportation requirements of
the winter ski traffic.
Printed by K. M. MacDonald, Printer to the Queen's Most Excellent Ma.'esty
in right of the Province of British Columbia.


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