Open Collections

BC Sessional Papers

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

Item Metadata

Download

Media
bcsessional-1.0376288.pdf
Metadata
JSON: bcsessional-1.0376288.json
JSON-LD: bcsessional-1.0376288-ld.json
RDF/XML (Pretty): bcsessional-1.0376288-rdf.xml
RDF/JSON: bcsessional-1.0376288-rdf.json
Turtle: bcsessional-1.0376288-turtle.txt
N-Triples: bcsessional-1.0376288-rdf-ntriples.txt
Original Record: bcsessional-1.0376288-source.json
Full Text
bcsessional-1.0376288-fulltext.txt
Citation
bcsessional-1.0376288.ris

Full Text

 PROVINCE OF BRITISH COLUMBIA
DEPARTMENT OF TRAVEL INDUSTRY
Hon. E. Hall, Minister R. L. Colby, Deputy Minister
REPORT OF THE
Department of Travel
Industry
YEAR ENDED DECEMBER 31
1973
  The Honourable Ernest Hall, Minister of Travel Industry.
  Victoria, British Columbia, December 27, 1973.
To the Honourable Walter S. Owen, 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, 1973.
E. HALL
Minister of Travel Industry
 Victoria, British Columbia, December 27, 1973.
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, 1973.
R. L. COLBY
Deputy Minister of Travel Industry
 CONTENTS
Introduction by the Deputy Minister..
Advertising and Research	
Beautiful British Columbia Magazine
British Columbia Festival of Sports....
Page
. 9
. 11
. 14
. 16
British Columbia House, London  21
British Columbia House, Los Angeles  23
British Columbia House, San Francisco  25
Community Recreation Branch  27
Conventions and Contributing Grants  39
Exhibits and Displays  42
Film and Photographic Branch  44
Information Centre, Vancouver  50
Personnel and Accounts  5 2
Publicity  53
Services Programmes  56
Special Promotions  58
Tourist Accommodation  63
Travel Counselling  65
Travel Information Services    67
Winter Travel Development  70
  Report of the Department of Travel Industry, 1973
INTRODUCTION
Richard L. Colby, Deputy Minister
The travel industry has produced another good year. It was, in fact, a record
season for expenditures, notwithstanding the difficulties and certain operational
obstacles encountered.   Details are shown elsewhere in this Report.
Undoubtedly, the travel trade and convention business will become increasingly
important to the industry in view of the contemporary shortage of fuels for motor-
vehicles in our Pacific Coast markets. As a result, an all-out effort has been made,
and will continue to be made, to increase the impact of our direct promotions in
these fields. Viewed objectively, and judging by the results to the end of the year,
indications are that these have been meeting with success.
Co-operative liaison with all segments of the private sector has never been
better than during 1973. Several projects and campaigns were held to the benefit
of everyone.
As never before, the Provincial Tourist Advisory Council has demonstrated
its interest in, and dedication to, the task of recommending improvements in every
field of the industry.   This we hereby acknowledge in its 10th year of existence-
Similarly, but more directly, the eight tourist regions have become even more
effective in their promotions directed toward bolstering travel within their individual
areas of the Province. Here, our new programme to use regional brochures as a
means of more detailed information for travellers has been well received. The
services of the eight regional co-ordinators have been valuable in hosting visiting
media personnel.
Staffs of our offices in London, San Francisco, and Los Angeles have now been
brought up to full strength, thus enabling these three centres to take fullest advantage of the opportunities their locations provide to develop and expand existing
markets. The move of our San Francisco office to a smaller, offstreet-location has
been working out very well.
A research officer has been appointed. Work in this direction commenced
immediately in co-operation with the Federal Office of Tourism.
A significant overview study was completed by the B.C. Research Council.
Additionally, a study of the tourist development possibilities of the Bamfield-
Ucluelet-Tofino areas is expected to be finished early in the new year.
Co-operation with the Federal Office of Tourism has developed into a profitable alliance. The results have meant significant benefits in all spheres of promotion and tourist information. This liaison will be made still more effective via the
forthcoming appointment of a Federal representative who will be stationed in this
Province.
The Community Recreation Branch experienced a busy year, with increased
activity pointed toward assisting recreation departments throughout British Columbia. A modest advertising campaign was put into effect to acquaint communities
with the several services available to them. Recreation staffs co-operated with the
Festival of Sports and also assisted various communities with their programmes.
The Branch contributed significantly to organizing the successful Canada Summer
Games held in New Westminster-Burnaby in August.
 G 10
BRITISH COLUMBIA
The Film and Photographic Branch continued its excellent production of still
photographs for use in Beautiful British Columbia magazine and general publicity
distribution purposes.
The film Island Eden added to its honours as the best travel motion-picture
at the 1973 Canadian Film Awards. 'Ksan, another Branch production, was a
finalist in the same competition. A pilot film based on selected stories from Beautiful British Columbia magazine was produced toward the end of the year. It should
be particularly effective in television showings.
Beautiful British Columbia magazine continued to prosper throughout the year.
Such was the subscription increase, it became necessary to convert to a computerized
system of listing-handling. The new machinery, with its additional facilities, has
allowed wrapping and labelling to keep pace.
The Department of Travel Industry recognizes the generous help and assistance
received from many Government departments, and from firms, organizations, and
individuals during the year.   We value this teamwork and esprit de corps.
My personal thanks are offered to all staff members for their help, loyalty, and
support. Their diligence and enthusiasm have been sustaining factors in all our
combined operations.
By the end of the year, certain organizational changes had come under review.
Resultantly, an interim chart appears in this Report.
 REPORT OF THE TOURIST INDUSTRY, 1973
G 11
ADVERTISING AND RESEARCH
ESTIMATED TOURIST REVENUE, 1973
Research is still not complete to establish a reliable formula whereby tourist
revenue to the Province can be calculated. Until this has been attained, we are
meantime reasonably confident in estimating the 1973 total intake to have reached
approximately $660,000,000.
The amount represents a 15-per-cent increase over the revised 1972 expenditure estimate of $574,000,000-
The number of border crossings from the United States equalled the 1972
figures in spite of the gasoline shortage in that country.
The growth in travel within the Province, and from the remainder of Canada,
is indicated by the 20-per-cent jump in hotel and motel room expenditures for the
first nine months of the year.
While a precise breakdown of the source of traveller expenditures in British
Columbia is not presently available, the following chart provides a good indication
of the relative importance of the various travel markets to the Province's travel
industry.
Traveller Expenditures by Origin, 1973
Estimated Total Expenditure, $660 Million
Our thanks are extended to the Bureau of Economics, Department of Industrial Development, Trade, and Commerce, for their assistance in producing
these figures.
ADVERTISING
Spring and Summer
Our travel promotion in Western United States began in March with four-
colour ads in western regional editions of various American magazines. The magazine campaign continued throughout April and May and included placements in
magazines directed to teachers, travel magazines, and general interest publications.
Newspaper campaigns ran from March to May in Washington cities as well
as Los Angeles and San Francisco. Regional editions of National Observer and the
Christian Science Monitor were also used to promote spring travel to British Colum-
 G 12
BRITISH COLUMBIA
bia. Radio and television campaigns supported the newspaper programme in Seattle
and Spokane during April and early May.
In co-operation with CP Air and Western Airlines, the "British Columbia
Night" promotion was again conducted in a number of California communities. In
addition to the nine communities covered last year (Sacramento, Stockton, Modesto,
Fresno, Santa Barbara, Santa Monica, Van Nuys, West Covina, Newport Beach),
Long Beach and Pasadena were included this year. To sustain the interest in
British Columbia created by "British Columbia Night," small-space ads were placed
in the community newspapers in these areas.
To bolster our advertising programmes in California, British Columbia participated in co-operative advertising campaigns with CP Air and Western Airlines.
Prairie Provinces
A newspaper campaign promoting early spring travel began in March and
continued throughout April in the larger Prairie centres. The spring programme
was followed by our advertising campaigns encouraging early summer vacations.
Newspaper programmes were supported by radio and television during April and
early May.
Fall
Fall travel campaigns began in August in Washington/Oregon and the Prairie
Provinces. Newspaper campaigns were used in both United States and Prairie
markets- Bus boards were used to sustain awareness in major Prairie markets,
while radio supported the newspaper campaigns in Washington and Oregon.
Black-and-white ads were placed in western editions of selected American
magazines in August and September. On a national basis, class magazines such as
the New Yorker, Harper's, and Atlantic Monthly were used to reach the upper
socio-economic segment of the United States population. Readers in this group
tend to take more than one vacation each year and are most likely not restricted
to specific holiday periods.
Winter
Winter travel programmes were restricted primarily to the ski markets in
Ontario and Western United States. Our ski campaigns were supplemented by a
CP Air co-operative promotion in the same markets. Small advertising campaigns
were directed to rural areas of the Prairies and week-end trip promotions in the
larger urban centres of Alberta and Washington.
Internal (Spring and Fall)
A series of newspaper ads placed in dailies, weeklies, and ethnic publications
throughout British Columbia encouraged British Columbia residents to vacation
within their own province. Radio and television supported the newspaper campaign during the spring.
New Markets
United States—British Columbia again participated in the "Two Nation Vacation" programme in co-operation with Washington and Oregon. As in the past,
this consisted of a full-colour gatefold insert in every other United States copy of
the National Geographic in February.
Japan—British Columbia also participated with a full-colour page in the
"Canada West" insert in the Japanese edition of Reader's Digest in April.
 REPORT OF THE TOURIST INDUSTRY, 1973
G 13
Eastern Canada and Northern United States
British Columbia was involved in co-operative programmes with CP Air and
Air Canada to encourage vacation travel to British Columbia from eastern markets.
Markets included Toronto, Montreal, New York, Cleveland, Detroit, Buffalo, and
Boston. A survey of CP Air coupon respondents indicated excellent results from
this promotion.
A full-colour page was also placed in the "Explore Canada" booklets in
Macleans, Chatelaine, and Reader's Digest (French and English editions) promoting interprovincial travel.
Conventions
A survey of convention organizers of all groups who had held a convention
in British Columbia within the past four years was conducted in early 1973. The
response was excellent (70 per cent)- The results provided valuable information
concerning convention facility requirements by various groups as well as what
facilities and services convention organizers expect when choosing a convention
site. Due to the results obtained through the study, some changes were made in
our strategy to increase our share of the convention market.
Limited budget was expended for advertising purposes, and this was directed
primarily to local members of associations, corporations, and professional groups.
RESEARCH
Subsequent to the appointment of a research officer to our staff, a programme
of travel research in depth has begun with the co-operation of the Federal Office of
Tourism. The ultimate aim of the programme will be development of a master
plan for the entire Province.
The first study, done this year, was in the form of an overview carried out by
the B.C. Research Council to determine the present standing of travel research in the
Province, and to make recommendations for future studies. This has been completed, and further work will be undertaken immediately.
A study has been carried out with a view to determining how tourist facilities
should be developed in the Bamfield-Ucluelet-Long Beach-Tofino area. This portion of the Province is facing problems due to a large visitor increase in recent years.
The study is due for completion early in the new year. The recommendations
will take into account the best interests of visitors, residents, and the private sector.
■■MBI
... 4
-»:*>
.;sS*\'%
 G 14 BRITISH COLUMBIA
BEAUTIFUL BRITISH COLUMBIA MAGAZINE
B. H. Atkins
Beautiful British Columbia magazine is now in its 15th year of publication.
For the fall issue, the printing order increased from 285,000 copies in 1972 to
334,000 in 1973, and the winter issue from 303,000 in 1972 to 358,000 copies in
1973. Paid subscriptions increased by 40,000 to 255,000. A total of 276,000
copies of the 1974 Calendar Diary was printed and offered as part of the pre-
Christmas promotion to subscribers. The magazine is mailed to more than 80
countries.
The subscriber lists were completely converted to a computer mailing operation
during the year and new wrapping and labelling machinery is now in operation.
This high-speed equipment will enable us to handle an increasing number of subscriptions for many years to come.
The magazine subscription office has moved to new quarters. This increased
warehouse and office space will improve the efficiency of the operation.
In 1973 there appeared in the magazine 25 articles on British Columbia and
our way of life. These photo-stories dealt with a variety of subjects depicting the
Province and its people. We are, after all, the prime promotional publication of the
Province, and the purpose of the magazine is to illustrate the varied terrain and
positive conditions most British Columbians enjoy.
At the same time, continued emphasis was manifest in stories dealing with our
environment.   All stressed the importance of its protection and preservation.
To make readers aware of this unique heritage, six articles featuring Provincial
parks were used in 1973. Another dealt with a national park. A further three
stories were based on museums, while yet three more were naturalistic in content.
An example of the last-mentioned was a full-page spread on the great horned
owl in the autumn issue. This same edition carried an announcement of the
Province's acquisition of an additional 1,699,000 acres of Provincial parks early
in 1973. "Thus," said the magazine of the event, "with foresight, wisdom, and
appreciation, British Columbia pays homage to the innumerable wonders of Nature."
Notwithstanding its multipurposes in the varied sphere of our Province and
all it has to offer, the magazine is a most effective agent in its support of conservation. We have not been made aware of another Provincial publication so dedicated
to fostering interest in all environmental programmes.
Approximately 3,800 colour illustrations were added to selection files this
year by staff photographers. These photographs are also used in Departmental
promotional pieces, by other Government agencies, magazines, publications, and
free-lance writers.
Of the 138 illustrated articles and photographic selections submitted by freelance writers and interested readers, 11 photo-stories and some 62 pictures were
reproduced.
This office also guides and assists other Department branches in the preparation
of their promotional maps, literature, and brochures.
A pilot motion picture based on the magazine was produced for television.
As companion pieces, the further proposed productions will bring to life the pages
of Beautiful British Columbia magazine in thirteen 30-minute programmes.
 REPORT OF THE TOURIST INDUSTRY, 1973
G 15
The series will differ somewhat from the prestige motion pictures at present
produced by the Department in that they will be produced to television standards
and requirements. They will consist of random-length sequences and will appear
in the same manner as the articles in the magazine. This will permit the coverage
of many varied events in all sectors of the Province within a year of production
To Western Friends
Such magnificence and beauty
As command your daily gaze
Must produce poetic thinking
As you go your several ways;
And such shades of tone and colour
Rarely seen on printed page
Have existed eons many,
And survived from age to age.
How can man whose observation
Follows him from hour to hour
Ever doubt the real existence
Of a wondrous Higher Power!
Though we do not use poetry, these lines are typical of the verses reaching us
from readers. Mrs. A. P. Kelso, Montreal, was motivated to write them after
"looking through" a recent issue of our magazine.
New equipment now speeds the magazine to world-wide destinations.
 G 16 BRITISH COLUMBIA
FESTIVAL OF SPORTS
The second British Columbia Festival of Winter Sports, January 18 to February
5, 1973, attained new high levels of success in participation and achievement by
athletes of all ages.
Highlighted by the remarkable performance of Senior Ladies Singles Figure-
skating Champion Karen Magnussen, the Winter Festival included 120 events,
staged in 50 communities and eight ski areas, involving close to 25,000 participants.
Public interest expanded community involvement in every region, and increased
the programme of events staged by Provincial sports-governing organizations.
Attendance at Winter Festival events was estimated at close to 175,000. Nine
national records were shattered in a variety of different winter sports, and scores of
new regional marks were established.
The Department of Travel Industry's advertising and promotion campaign
featured all-media coverage concentrated in British Columbia, Alberta, and Western
United States.
Travel posters in full colour featuring figure-skating, basketball, and wrestling
motifs were produced and widely displayed in quantities of 2,500. Smaller posters
totalling 3,500 were distributed to sports groups to assist local/regional event
promotions.
Schedule of Events folders numbering 140,000 were distributed throughout the
target area with the voluntary assistance of the Canadian Imperial Bank of Commerce; Pacific Western Airlines; British Columbia Ferries; Automobile Associations
in Alberta, Washington, and Oregon.
A high-impact multimedia advertising campaign (including magazine, radio,
newspaper, and television) in the target area generated more than 35,000,000 advertising impressions.
During the three months preceding the Festival period, 30 comprehensive press
stories were prepared and distributed to all media in British Columbia, Alberta,
Washington, and Oregon. Lineage equivalent to more than 100 pages of newspaper
space was contributed to Winter Festival event stories.
Feature stories were prepared for a variety of American and Canadian publications. Television and radio interviews were arranged. The co-operation of all
media in giving extra exposure to Winter Festival events is noted and appreciated by
the Festival Committee and sports organizations.
The Communications Network (COMNET) was organized to co-ordinate the
results of Festival activities for dissemination to all media during the three-week
Festival period.
COMNET telephone service, donated by the B.C. Telephone Company, is
greatly appreciated by the Festival Committee.
The fourth annual British Columbia Festival of Sports, May 17 to June 4,
1973, was a record-breaking success.
As a tourist promotion, the event hit an all-time high. Athletically, it was the
finest ever staged in the Province.
The figures tell the story. Close to 120,000 people participated in 330 events
in 98 communities. The participants came from all 10 Canadian provinces, the two
Territories, 11 American States, and from Japan, Denmark, Australia, New Zealand,
Wales, and West Germany.
Over all, the Festival drew competitors to 79 international events, six national
championships, four Western Canada championships, and 12 Provincial championship events.
 REPORT OF THE TOURIST INDUSTRY, 1973
G 17
 G 18
BRITISH COLUMBIA
_H___iK.::::   :        -!V
World figure-skating champion, Karen Magnussen, receives gold medal from
Hon. Ernest Hall.
 REPORT OF THE TOURIST INDUSTRY, 1973
G 19
The Festival further provided the backdrop for many Provincial play-downs
leading to the Canada Summer Games in New Westminster-Burnaby, August 3
to 12.
The tourist figures are most impressive:
• Estimated total audience attendance attending events was 850,000. This
compares to the 820,000 who saw the Province-wide extravanganza the
year before.
• Total estimated round-trip miles travelled by participants was 11,155,000.
Broken down, it comes to 3,450,000 miles for participants outside North
America and 7,705,000 miles for North American participants.
• Estimated total amount spent by participants, coaches, and officials on
travel, food, and entertainment was $1,265,502.
In keeping with Festivals of the past, this one also had its share of records,
but no one could have predicted the record-cracking achievements of so many
participants.
When it was over, these impressive records had fallen:
• One world mark, broken by a British Columbia athlete during the highly
successful Canadian Wheelchair Games at UBC.
Fifty-four Canadian records.
Six Western Canadian records.
Twenty-one Provincial records.
Meet records broken during a host of events over the three week-ends
amounted to 312.
Through it all, the Festival of Sports continued to provide a mass participation
programme so vital to the physical development of all people around the Province.
A large measure of the success in participation and audience increases is
attributed to the multimedia advertising and promotion campaign sponsored by the
Department of Travel Industry.
The high-impact media campaign, concentrated in British Columbia, Alberta,
and Western United States, included American and Canadian magazines, radio and
television spot announcements, and large-space insertions in daily and weekly newspapers.   More than 58,000,000 impressions were created.
Five thousand full-colour travel posters, featuring the theme "Provincial Play-
downs for the 1973 Canada Summer Games" were displayed across Canada, in many
United States centres, and in European and Pacific Rim countries.
Primary distribution of 185,000 Schedule of Events folders in British Columbia
was achieved with the co-operation of the Canadian Imperial Bank of Commerce
and their 220-odd branch managers in the Province. CP Air and Pacific Western
Airlines distributed thousands of folders in seatpacks prior to the Festival. So did
Automobile Clubs in Alberta, Washington, and Oregon; B.C. Ferries; the Department of Travel Industry; and members of the B.C. Motels, Resorts and Trailer-
Mobile Home Parks Association.
Three months prior to the Festival period, comprehensive press stories were
prepared and distributed to all media in British Columbia, Alberta, Washington,
and Oregon.
Lineage equivalent to 200 pages of newspaper space was contributed to Spring
Festival event stories. Feature stories were prepared for a variety of American and
Canadian publications. Television and radio interviews were arranged. The Festival's Communications Network (COMNET) again co-ordinated the results of
Festival activities.
 G 20
BRITISH COLUMBIA
COMNET telephone services, donated by the B.C. Telephone Company, were
again greatly appreciated by the Festival Committee. The service is invaluable to
the massive communications requirements preceding and during the Festival.
The Winter and Spring Festivals of Sports in 1973 continued to provide an
increasingly popular incentive for the development of expanded participation and
sports programmes throughout the Province. The growth in numbers of Community
Festivals, and the increasing size and popularity of many events, indicate a trend
beneficial to all associated with the travel industry.
J
 REPORT OF THE TOURIST INDUSTRY, 1973
G 21
BRITISH COLUMBIA HOUSE, LONDON
Roderick J. Fraser
Travel trends have changed rapidly in this lucrative and competitive market
that exceeds 300,000,000 people, necessitating specialized methods of promotion
that are different from the approach made to the United States market area. The
most important single change in the United Kingdom travel trends to Canada has
been the introduction in 1973 of the low air-fare advance-booking charters. These
charters were for the most part fully booked for the popular travel months, and
considerable increases in capacity are being made for 1974. It is interesting to
note that a similar advance booking charter fare is being planned between West
Germany and North America for 1974.
Scheduled carriers between the United Kingdom/Europe and Western Canada
have also experienced record traffic. Several plan to introduce new larger aircraft
to accommodate the expected further increased seat demand in 1974.
During the visits of Hon. Ernest Hall in December 1972 and July 1973, and
the Deputy Minister's visit in December 1972, meaningful meetings held with Air
Canada, CP Air, and the Canadian Government Travel Bureau are resulting in
revised Department promotional policies in the United Kingdom and on the Continent. Areas of promotion under careful consideration are the international conference, incentive travel markets, and selected co-operative advertising campaigns.
A high level of co-operative promotional activities has been maintained
between British Columbia House, London; the Canadian Government Travel
Bureau; Air Canada and CP Air in the United Kingdom and the Continent. These
have included travel promotional evenings with travel agents in England, Scotland,
Wales, The Hague, and Frankfurt. Further similar promotions are in the planning
stages for January and February of 1974, and include Berlin and several large
cities in the United Kingdom.
With the co-operation of the Canadian Government Travel Bureau and Air
Canada, four travel writers from England, Holland, and Germany went to British
Columbia to join the Department's annual Press Tour of the Province. Several
excellent articles have resulted, with others to follow in early 1974. Other writers
selected by the Canadian Government Travel Bureau offices were sent to the
Province under the Visit Canada Programme during the year. Many free-lance
writers and publishing houses continually call on this office for detailed information
and black and white as well as colour pictures for their articles and various publications on British Columbia.
A highly successful promotion was completed with the co-operation of CP Air
and the Sunday People newspaper. The "Pan for Gold in Canada" contest, with
the accompanying promotional stories and picture material supplied by this office,
had a circulation of 5,000,000 and an estimated readership of 13,000,000. The
winning couple went to British Columbia, accompanied by a Sunday People staff
reporter, and followed the "Gold Rush Trail" to Barkerville. Coverage of their
travels resulted in even more exposure of the Province in the Sunday People.
Discussions held with BBC-TV resulted in a representative being sent to the
Province to investigate the possibilities of filming an hour-long documentary. As a
result of the excellent co-operation of head office, filming will commence in July
1974.
 G 22
BRITISH COLUMBIA
Arrangements were made for a photographer from the Daily Telegraph to visit
the Province in July to do a photo story on the Cariboo "Gold Rush Trail." Again,
with the co-operation of head office, excellent photo material was gathered.
The Director of Travel Promotion attended the annual Association of British
Travel Agents' convention in Mallorca, where many useful contacts were renewed
and new ones established. Many meetings have been held with officers of this
association, resulting in British Columbia making a firm bid for their 25th anniversary conference in 1975. With an estimated attendance of 2,000 delegates,
success of our bid would be invaluable to our marketing efforts in the United
Kingdom.
Travel agents and tour operators continually call on this office for detailed
information to assist them in planning their clients' holidays and tour packages.
Individual travel inquiries received by mail, telephone, and in person continue to
increase. All are answered to the best of the co-operative staff's ability.
Demand for Department films on deposit in the film library continues to be
heavy as more tour operators and clubs realize the promotional value of our films.
A descriptive film catalogue is being developed for distribution to these organizations.
The addition to the Department's representation in London of Mrs. Joyce
Mair in the latter part of the year, and with new promotional policies being planned,
will enable this office to exploit more fully the travel potential of the European
market.
There seems little doubt that Western Canada, and British Columbia in
particular, holds great interest for residents of the United Kingdom and the Continent. With planned development this will result in a valuable source of travel
dollars to the Province in the very near future.
 REPORT OF THE TOURIST INDUSTRY, 1973 G 23
BRITISH COLUMBIA HOUSE, LOS ANGELES
Victor A. Downard
This year, 1973, has provided British Columbia House, Los Angeles, with
probably the most unsettled conditions it has experienced.
In the early part of the year, when the world monetary situation became very
unsettled and the U.S. dollar fell to its lowest level, all looked very promising for
our best tourist year. As time passed and with the Canadian dollar remaining
practically at par with the U.S. dollar, it began to appear that Canada, and particularly British Columbia, was going to benefit from the devalution of the U.S. dollar
in the European and other countries.
Then came the gas/oil and energy crisis in May, which again slowed things
down. We recovered from this, but subsequent talk of gasoline rationing developed
to slow us down again and, at the time of writing this report, we are still experiencing
gasoline shortages, service-station closures due to price controls, and the general
gasoline situation does not appear to be going to improve in the near future.
In spite of these unsettled conditions, our continuing and improving promotions and advertising have provided us with an exceptionally active year and we
are sure of an increase in tourism from Southern California and Arizona in 1973.
Our 1973 spring promotion programme was changed this year and consisted
of seven consumer shows and travel agent receptions in Santa Barbara, San Gabriel
Valley, Van Nuys, Newport Beach, Santa Monica, Pasadena, and Long Beach.
Travel agents' dinners and shows were held in Los Angeles, Phoenix, and San
Diego, convention executives lunches in Phoenix and Los Angeles, and a joint
campaign with Harper's Bazaar magazine and the May Company stores in Southern
California.
The consumer shows were a British Columbia-Western Airlines-newspaper
promotion in which films on British Columbia were shown to audiences in the
various cities in large high school or university auditoriums. Attendance averaged
about 1,000 per showing. A special travel kit on British Columbia was handed out
to all attending the shows.
In co-operation with Western Airlines and the newspapers, travel agent receptions were held in the cities mentioned to alert the travel agents to the shows and
get their full participation in promoting the shows and British Columbia. Ticket
distribution to the travel agents was handled by the newspapers at the receptions
and proved to be very successful, with an average of 50 to 60 agents attending.
Assistance was provided the Department by this office in developing personnel
for a travel writers' tour of British Columbia in June of this year. We were fortunate
in getting six travel writers from the Southern California area. Later in the year
the same type of assistance was given the Department to develop convention executives from this area to participate in a tour of convention facilities of our Province.
Spring and summer vacation travel was promoted in the late winter and spring
months by the Department participating in sport, vacation, and travel shows at the
Anaheim Convention Centre, the New Convention Centre and Show Centre in
Phoenix, and the Los Angeles Convention Centre. The Anaheim and Los Angeles
shows were in participation with the PNTA and fortunately we had British Columbia
people in attendance at both shows. We had our own booth in the Phoenix show,
staffed by Department personnel from Victoria and Los Angeles. Attendance at
all three shows has increased over previous years.
Our ski and winter vacation promotion in Southern California this fall was a
joint project with Western Airlines, British Columbia, Alberta, and the Canadian
 G 24
BRITISH COLUMBIA
Government Travel Bureau. Through this we had British Columbia representation
along with Alberta at the Western Airlines booth in the Los Angeles Ski Show,
October 11 to 14. Following the ski show all participants had joint ski seminars
in San Diego and Los Angeles. These were attended by representatives of ski clubs
and ski-oriented sales people of Western Airlines and selected travel agents. Following the shows and seminars there will be a joint advertising campaign taking place
in November, December, and January sponsored by British Columbia, Alberta, and
Western Airlines in Southern California newspapers, trade journals, ski magazines,
and periodicals.
We have been fortunate with good press coverage and quite a number of
feature articles in the newspapers, trade journals, and magazines through close
co-operation with the Canadian Government Travel Bureau, air-lines, newspapers,
and magazines.
Continuing field trips have been made throughout the year, with calls on and
assistance being given to tour operators, wholesale and retail travel agents, transportation companies, group and individual travel clubs, district offices of automobile
clubs, and convention organizers.
The promotions, field trips, and the Department's advertising in Southern
California have created increased demand on the Los Angeles office for information
and details on British Columbia from the above sources and from the individual
traveller. The demand from these sources and individual requests by telephone and
mail were met by our supplying information on particular British Columbia areas
and attractions. Four large mail-outs of British Columbia material were made
from this office to travel agents and tour operators; the first in early February, the
second in March, and the third in early May. The fourth to cover the ski and winter
sports programme was completed early in November. These mail-outs average
approximately 800 to 850 each time and cover the Southern California and Arizona
areas.
The number of telephone and mail inquiries has increased considerably this
year and with the volume mail-outs, our distribution of British Columbia literature
is considerably greater this year.
The Los Angeles office is now in its seventh year of operation and the staff
here continue to feel most encouraged by the steady growth of interest shown in
our Province by people of this area. We feel confident that tourism from Southern
California and Arizona will continue to flourish over the years.
 REPORT OF THE TOURIST INDUSTRY, 1973
G 25
BRITISH COLUMBIA HOUSE,  SAN FRANCISCO
Harry Harrod
A move to new quarters for the Department's San Francisco personnel was
necessitated early in 1973 by the termination on December 31, 1972, of Department of Industrial Development representation in British Columbia House, 599
Market Street.
As it would have been uneconomical to continue in these large offices, smaller
offices at less than one-quarter of the previous rent were selected at Suite 400, 100
Bush Street, the Shell Building, a short distance from the former British Columbia
House and convenient to both Canadian Government Travel Bureau and the Canadian Consulate.  The move was completed by February 1.
Some change in the pattern of tourist inquiries was expected following the
change from street-level to a fourth floor location, and statistics during the year
showed a natural decrease in counter inquiries. However, this corresponded with a
considerable increase in telephone and mail inquiries which, it is felt, represent a
more serious intention to visit the Province than the casual interest of passersby.
Projected to the end of the calendar year, statistics for 1973 record an approximate total of 9,000 tourist inquiries. In addition, approximately 1,000 telephone
calls and letters from travel agents and automobile club offices were recorded.
The San Francisco office participated in the following two travel shows and
two major field promotions during the year:
(a) The San Francisco National Sports and Boat Show, January 12 to
21, at which head office personnel assisted. Official show attendance
was 387,004.
(b) The San Francisco Ski Show, October 19 to 21, for which a new
20-foot exhibit was designed by this office in co-operation with
Exhibits and Displays Section. CP Air shared space costs with our
Department and assisted in manning the exhibit. Show attendance
was estimated at more than 40,000.
(c) The Central Valley Promotion, March 20 to 24, in co-operation with
McClatchy Newspapers and the Stockton Record, for which the Director of Special Promotions brought down an excellent 60-minute
film show titled "Vacationland—British Columbia." Newspaper
advertising and editorial support plus "Week-end in B.C." prize
packages in co-operation with CP Air were arranged by head office
and the film showings in Stockton, Modesto, Fresno, and Sacramento
drew audiences totalling more than 5,000.
(d) Ski seminars in co-operation with Canadian Government Tpavel
Bureau, CP Air, Pacific Western Airlines, and Travel Alberta, October 23 to 25, 27, and November 13, for which head office provided
a new audio-visual slide show. Key travel agents, ski-club representatives, and ski writers were invited to the dinner presentations
in San Francisco, San Jose, Sacramento, and the Far West Ski
Association Forum in Berkeley.
The San Francisco office assisted a number of other promotions during the
year, including a three-day "Team Canada" visit to Stockton in February sponsored
by the Canadian Consulate; an Oakland Travel Exhibit staged by East Bay Travel
Agents in March; our Department's Annual Travel Agents' Dinner in San Francisco,
April 18; receptions connected with the maiden voyage of Sitmar Cruises TSS Fair sea
to Victoria in May; a month-long "Summer Previews" travel promotion in 16 Liberty
 G 26
BRITISH COLUMBIA
House and Rhodes Department Stores in California, Oregon, and Washington, May
13 to June 15; and a first annual dinner reception for interline personnel of major
air-lines in San Francisco, July 31.
Participation in the organizing of familiarization tours to British Columbia for
travel writers and travel agents was highlighted by our Department's annual Press
Tour, June 3 to 9, for which six top writers from the Bay Area were selected, but
also included, in co-operation with the Canadian Government Travel Bureau and
CP Air, individual research visits to Vancouver-Victoria for writers from Better
Homes & Gardens and Press Publications, and travel agents' familiarization tours
involving 13 agents in April and 10 in June, plus 25 sales personnel from California
agencies retailing British Columbia package tours.
Publicity resulting from assistance to writers and editors appeared in 23 different Bay Area newspapers and magazines and, in the major ones, repeatedly
during the year.
To the end of October, British Columbia travel and wildlife films had been
shown 26 times on Bay Area television stations. Department travel films were
circulated throughout the year to travel clubs and special 10-day showings were
arranged for a Crocker Bank travel promotion and the Recreational Vehicle Show
in Oakland.
Personal calls were made on new travel agents, wholesalers, group travel
organizations, and publicity media to establish the San Francisco office as a continuing source of information and assistance on travel to British Columbia.
 REPORT OF THE TOURIST INDUSTRY, 1973
G 27
COMMUNITY RECREATION BRANCH
J. H. Panton
The Community Recreation Branch received an additional $200,000 for its
1973/74 operation and a new office was established in Vancouver. This has enabled
the Branch, through all area offices, to provide a much more effective service than
in the past.
A Government study of recreation, competitive amateur sports, and fitness
announced in March was received with great approval. It is now the hope of all
recreation people in British Columbia that a long-overdue evaluation of these
services will result in more effective and expanded programmes designed to meet
the needs of the 70's.
In 1973/74 the Branch continued to function with no change in structure,
but more effectively due to an increased budget and an additional staff member in
Vancouver.
During the past year the five new grant programmes have grown to full status,
with resulting benefits of a very significant nature to communities. The following
statistics indicate their excellent acceptance:
Number       Amount Approved
$
Special project grants   138 166,908.00
Administration grants  278 83,400.00
Staff-hiring incentive grants      44 83,036.00
Regional District study grants        4 1,600.00
Regional District Recreation Commission
Organization grants       2 6,000.00
Totals    466        340,944.00
Special projects beyond the local recreation budget could not be carried out
without our special assistance. This programme enables recreation directors to
proceed with activities not foreseen when budgets were discussed.
Staff-hiring incentive grants provide financial assistance for new positions
only. This has had a great impact in smaller communities or whenever communities have been on the verge of hiring. These grants have become an important
adjunct to the hiring of recreation personnel in British Columbia.
The administration grants are for all communities without full-time personnel.
They are mainly effective as an aid to the small recreation commission operation.
Regional district study and organizational grants are incentives for regional
district branches to provide recreation service and to aid the initial organizational
phase of a new recreation commission.
Community Recreation Branch assistance played a major role in the following
Provincial projects during the year:
(1) Provincial Recreation Conference at Salmon Arm.
(2) Canada Summer Games at Burnaby-New Westminster. The entire
staff was involved during the Games and the Director and Sports and
Fitness Co-ordinator were members of the Canada Games Society.
(3) Professional Recreation Society travelling seminar.
(4) British Columbia Recreation Association, Opportunity for Youth
programmes.
(5) Some recreation-oriented Local Initiative programmes.
 G 28
BRITISH COLUMBIA
STAFF
The retirement of E. W. "Wally" Mayers in May marked the end of 39 years
of service in the Provincial Government. Mr. Mayers was the Branch's Central
British Columbia Recreation Consultant from 1955 to 1973. Roger Lamoureux
was moved from Prince George to Kamloops. Two new appointments were made
—Gary McClenaghan was appointed to the Prince George office and Clyde Griffith
to a new office in Vancouver.
SPECIAL PROVINCIAL PROGRAMMES
The Branch launched a revised Run-Walk-Cycle-Swim-Skate programme in
all communities and schools. Though initial impact has been beyond expectation, it
will probably require ongoing promotion to sustain and create interest.
A very interesting project named "Take a Fun Break," designed to involve
families as a unit, was launched on an experimental basis in the Courtenay-Comox
area. It is hoped this will prove successful and then be presented as a total Provincial programme.
The Branch assisted with two major Opportunity for Youth programmes during
the summer of 1973:
(1) Greater Victoria Leisure System Study.
(2) Winter Outdoor Recreation Safety Project.
Each of the Branch's field staff was involved with several Local Initiative
programmes, Opportunity for Youth and other programmes of the Federal Government.
a 7
f: t   \
Regatta.
 REPORT OF THE TOURIST INDUSTRY, 1973
G 29
Five University of British Columbia students in third-year recreation were
provided with a bursary to enable them to work in recreation departments during
the summer.
The Provincial Recreation Conference in Salmon Arm was assisted by the
Branch through the Kamloops and Kelowna offices.
A very successful educational tour of Ontario recreation departments and
facilities was organized and conducted by P. Grant. Nine British Columbia recreation professionals had their air fare paid by the Branch.
The entire staff were involved with the Canada Games in New Westminster-
Burnaby as members of the British Columbia Canada Games Mission staff. It was
invaluable experience in an event which has achieved great significance in Canadian
sport. Four staff members made an outstanding contribution by organizing the
Torch Relay from Fort St. John to New Westminster via Victoria and Nanaimo.
The Branch co-operated with the Sports Festival staff. The Branch encouraged
community participation in Festival events and provided assistance to local Festival
committees.
LIBRARY SERVICES
There has been a startling increase in film usage from the library in Vancouver.
The latest count showed nearly 8,000 viewers monthly used the service that has
developed from mediocrity to a significant educational programme. This development could become a very important facet of Branch service.
RECREATION SERVICES FOR THE BLIND
J. Lewis, attached to the staff of the Branch, works independently through the
Canadian National Institute for the Blind in Vancouver. Quarterly reports submitted by Mr. Lewis indicated a wide variety of white cane recreation activities
throughout the Province.
NATIONAL INVOLVEMENT OF COMMUNITY RECREATION BRANCH
Canada Games.
Canada Games Council.
Council of Provincial Directors.
Federal Recreation Facilities Study.
Federal programmes such as Opportunity for Youth and Local Initiative
programmes.
Sport Canada.
Recreation Canada.
Participation in national fitness involvement.
Olympic programmes leading to 1976, such as Young Olympians and Junior
Olympics.
SPECIAL DIVISIONS
Fitness and Sports Co-ordinator
(G. J. Pynn)
The office of Co-ordinator of Sports and Fitness administers the British Columbia Physical Fitness and Amateur Sports Fund and acts as the co-ordinator of
the British Columbia Coaching Plan operated under the Fund.
 G 30 BRITISH COLUMBIA
The $15,000,000 British Columbia Physical Fitness and Amateur Sports Fund
generates approximately $1,000,000, which is allotted in grants to Provincial sports
and fitness associations. During 1973, $964,775 was allotted to sports and fitness
associations.
The grants to 50 Provincial sport associations are used to design, plan, and
implement programmes for the development of the sport throughout the Province.
Grants are also given to assist Provincial championships and, in some cases, international competitions.
A highlight of the year for Provincial sport teams was the Canada Summer
Games at New Westminster-Burnaby. The British Columbia team won the Canada
Games Flag, emblematic of the total point winner of the 16 Canada Games Sports.
This was the first time a province other than Ontario has captured the total points
award. Plans are now under way for participation in the Canada Winter Games in
Lethbridge, Alta., during February of 1975.
The Provincial coaching programme implemented in 1972 was increased in
1973. New coaches, hired in diving and ice hockey, joined the coaches already
hired for basketball, track and field, and volleyball. Hiring a soccer coach is planned.
During 1973, six Premier's Athletic Awards and 32 British Columbia Athletic
Awards were given to outstanding athletes attending British Columbia universities
or colleges. In addition, 10 Nancy Greene Scholarships were given to outstanding
student-athletes entering first-year university. These awards and scholarships are
made available through the British Columbia Physical Fitness and Amateur Sports
Fund.
The Run-Walk-Cycle-Swim-Skate fitness programme was initiated during
1973. This is an extension of the programme of our Centennial year in 1971. Excellent response has been received from communities and schools. The programme
also coincides with "Participaction," a promotional programme designed to encourage personal participation in physical fitness activities.
Major grants are allotted to the British Columbia Sports Federation, British
Columbia Federation of Schools Athletic Associations, and the British Columbia
Recreation Association. Grants enable these organizations to hire staff and to offer
sport and recreation services to communities and schools.
Drama Division
(Miss A. Adamson)
The picture of the whole artistic community of British Columbia is at last
coming into focus. The help given by the Cultural Fund is of utmost importance to
the artist, for it affords him a degree of financial help and stimulus to do his best.
Drama festivals continue to be a vital link in the cultural life of our Province.
Yearly events are still being held in the fields of dance, music, arts, and drama.
Less emphasis is being placed on competition and more on values to the individual
and to the community.
Adjudicators and animateurs are becoming a part of a whole, rather than an
isolated quantity. Rapport between actor, audience, and animateur is being improved and the interest is most noticeable in increased attendance at festivals where
this is practised.
With the closing of the drama sections of the Open Shelf Library and the
Extension Department of University of British Columbia, and the acquisition of
their books into our drama library, a greater increase in the demand for our material
has been noted.   With greater emphasis on the arts in education, and with more
 REPORT OF THE TOURIST INDUSTRY, 1973
G 31
teachers specializing in the arts, the standard of production is noteworthy. Audiences are demanding better plays and more skilful productions. When this is done,
greater audience attendance becomes a fact.
Drama workshops are now a part of each festival so that more people can participate or observe; this also brings a better standard of production. With more
specialists available in British Columbia, a greater awareness of good material is
taught and the end result benefits the community and those participating.
AREA REPORTS
Vancouver Island
(87 Commissions) (P. W. Grant, Victoria)
Vancouver Island continues to develop strongly along many broad fronts in
recreation. Facility development, regional programme development, and staff-
hiring increases in communities are most notable.
The Branch played a strong catalytic role on Vancouver Island in dispersing
special project funds to initiated programmes. More than $10,000 was spent in
a variety of programmes, notably the development of regional playgrounds and
aquatics activities in the Mount Waddington Regional District, expanded summer
playground programmes in Wellington, and figure-skating instructors' clinics at Port
Hardy and Nanaimo. Communities benefited in many other ways for sports, recreation, and cultural programmes that would not otherwise have happened.
Hh
ii
Golfing in Victoria.
 G 32 BRITISH COLUMBIA
Much planning has resulted in training programmes for lay and professional
recreation workers. More than 12 programmes have been established as workshops
to answer the evident training needs for recreation leadership.
Close co-operation has been maintained with the Vancouver Island section of
the British Columbia Recreation Association (Island Council). Zone meetings in
six regions were held to exchange information and provide assistance in answering
local problems.
The Branch acted as co-ordinator for a $27,000 research grant from Recreation
Canada, Department of National Health and Welfare. A major proportion of this
funding was used to finance a research project in the Greater Victoria area. This
study, ably administered by Dr. Colin Campbell during his tenure at the University
of Victoria, will have immediate and long-term effect on recreation services in the
Greater Victoria area.
Highlight of the year was the Vancouver Island Recreation Conference in
Courtenay, with 125 persons in attendance.
Fraser Valley-Sechelt
(41 Commissions) (D. M. McCooey, Abbotsford)
Community recreation in this region continues to grow rapidly in leadership,
programmes, and facilities.
Branch staff-hiring incentive grants allowed four communities to engage eight
full-time recreation professionals.
In special recreation projects, 14 grants were made to a variety of programmes.
Major recreation complexes were constructed in Surrey, Delta, and Port
Moody, and a referendum allowing further major development was passed in Powell
River. A similar referendum in the Sechelt area was turned down for the second
time.
Regional district recreation study grants were made available to the Fraser-
Cheam and Powell River Regional Districts.
Personal assistance was also given to a number of Federal and Province-wide
programmes and research projects.
Northwest
(55 Commissions) (W. W. Smith, Burns Lake)
The biggest development in the Northwest was establishment of a number of
leadership development projects. A special week-long programme for summer camp
counsellors, including training in camp skills such as survival, map-reading, water
safety, first aid, and human relations, attracted young people from the Queen Charlottes to Fort St. James.
Last Easter, a playground clinic sponsored by the Branch, Terrace's Recreation
Department, and the Northwest Parks and Recreation Association provided young
people from different communities an intensive training in summer recreation skills.
This week-long programme held in the Terrace Vocational School provided many
communities with trained young people to help many recreation programmes
this year.
This October the Branch, with the Northwest Parks and Recreation Association, sponsored a conference that attracted more than 200 people to Smithers for
educational seminars that looked at
 REPORT OF THE TOURIST INDUSTRY,  1973
G 33
(1) increasing the effectiveness of the recreation commission;
(2) development of leadership at the reserve level;
(3) the community health and human resource centre;
(4) social problems in the north;
(5) community recreation courses in the high school; and
(6) youth recreation.
The area consultant assisted a number of communities development programmes.   Some of the more interesting were:
(1) Haida Village on the Queen Charlottes had a youth conference
sponsored by the Branch which had the young people look at their
serious social problems, and find ways to deal with them. A large
summer camp was one response to their problems. Much assistance
was given in this area.
(2) At Fraser Lake, a mining community that was concerned about a
restless youth population for the coming summer, the consultant
assisted the youth themselves in developing extensive recreation
programmes.
(3) Burns Lake had serious social concerns about its native population's
tardiness in the school system and mixing in the community. Here,
the consultant assisted by setting up an organization to use recreation as a way to "bridge the gap."
All three regional districts in the Northwest are considering the possibility of
recreation becoming a function for at least a part of their region.
Finally, the consultant has met with a number of companies concerned about
high turnover rate and serious morale problems. It is felt that recreation would be
a good way to deal with some of these problems.
The Northwest is in the process of massive economic and social changes. The
recreation consultant, and all recreation commissions, seem to be an active part in
what's happening in the North.
Okanagan-Similkameen-Boundary
(40 Commissions) (J. M. MacKinnon, Kelowna)
During the past year the most sought-after service in this area has been that of
special projects—more than 25 amounting to some $10,000. This office serves 42
recreation commissions and two regional recreation commissions.
One of the highlights of the past year has been the completion of the North
Okanagan Regional Recreation study. This was performed by Roger Lancaster and
Gerry Bruce, of Mount Royal College in Calgary, Alta. The study was presented
to the North Okanagan Regional District Board in November of 1973. Copies,
available from the Branch, could well serve as a future plan for regional recreation.
Several changes took place, the foremost being that of the City of Kelowna
extending its boundaries to include the former Recreation Commissions of Rutland,
South Kelowna, East Kelowna, and Okanagan Mission. These commissions are not
included in the City of Kelowna, and as of April 1, 1974, will no longer receive
services from the Branch.
It is also interesting to note that during the past two years the staff of the
Kelowna Recreation Department, under the direction of K.  K. Maltman, has
 G 34
BRITISH COLUMBIA
Ski-ing, Kelowna.
increased from three to 27 persons. This is probably the most profound increase
in staff of any recreation department in British Columbia. It should be also noted
that the population of the City of Kelowna has increased to 47,000.
During the summer of 1973 the Federal Opportunities for Youth programme
was most active, and out of 30 approved applications 17 were for leisure-oriented
programmes.
In the spring of 1973 the Branch co-operated with the British Columbia Recreation Association and the Salmon Arm Recreation Commission under the chairmanship of Al Bianco and Recreation Director Maurice Jones to organize and host the
Provincial Recreation Conference which attracted some 175 recreation people from
all over the Province. The 1974 Provincial Conference will be held in the Naramata
Centre for Continuing Education. The facilities of this centre lend themselves beautifully to the type of leisure philosophy under which the Provincial Conference should
operate.
Robin Wood, formerly Recreation Director for the Grand Forks Regional
Recreation Commission, moved to Nelson, performing the same task. His replacement is Mrs. Betty Johnston. Mrs. Johnston is the second female municipal recreation director in British Columbia. She is a graduate of the University of British
Columbia and has spent two years as Assistant Recreation Director in Merritt under
the tutelage of Bert Linder.
 REPORT OF THE TOURIST INDUSTRY, 1973
G 35
Central British Columbia
(48 Commissions) (R. Lamoureux)
(Part-time in both central and northeast area)
Central Area
The subregional recreation commissions, formed by the Cariboo Regional District in 1973, culminated in the appointment of Recreation Directors for 100 Mile
House and Williams Lake.
Some special project activities involving financial aid from the Branch were an
Aquatic's Workshop, Potter's Wheel Workshop, Square Dance Clinic, Art Instruction, Drama Directing, two Badminton Clinics, a Jam Pail Curling Tournament, and
three summer swimming programmes. Funds were also provided to initiate two
summer playground activities and expand four existing programmes.
Highlights of the year were the British Columbia Recreation Association's
Annual Conference held at Salmon Arm in May and a communication workshop at
Cariboo College in October.
The Run-Walk-Cycle-Swim-Skate fitness programme is very popular in this
area.
...
=       s -
: "^m»**
._ P'^-'SSl
-z.,Q~.
' i _«' -
i_nr'
;    #'   '
iSf
^Ifcll"^*   '          1
' j
•TV.
.'"*•':. /r»            j**l_»
Bull-riding, Merritt Rodeo.
Northeast Area
Six Learn-to-Swim programmes were initiated in the area this past year.
With financial assistance from the Special Project Fund, Chetwynd was able
to utilize the Hudson Hope pool; Hixon and Vanway, the Prince George pool; and
North Taylor, Montney, and Sunset Prairie, the Fort St. John pool.
 G 36
BRITISH COLUMBIA
A significant development was establishment of a grants-in-aid programme by
the Fraser Fort George Regional District. The programme was instituted to assist
smaller recreation commissions within the district with the acquisition of land for
recreation, and with the construction and operation of smaller facilities such as ball
parks, outdoor rinks, fields, and playgrounds.
In 1973, new commissions were formed at Red Rock, Pineview, and Nechako.
Kootenay
(75 Commissions) (G. E. E. Cameron, Nelson)
This has been a particularly exciting year for this office. With the implementing
of the Provincial Facilities Fund, this office has been increasingly involved in an
advisory capacity with a number of new facilities such as an arena-curling complex
in Canal Flats, and a recreation hall in Yahk.
This office assisted with the Canada Summer Games. This was a rewarding
experience from which I am sure all British Columbia will benefit.
Two new Recreation Directors' positions were created and filled—the District
of Sparwood, and in the Regional District of Central Kootenay-Nelson and area. The
salaries of both positions are assisted with the staff-hiring incentive grant. Three
new recreation commissions were formed.
This office was involved in several workshops and conferences. Among these
are two leadership schools, interprovincial conference in Alberta, and a recreation
workshop in Cranbrook for elected officials only. This was a very successful workshop and others are planned for early 1974.
Approved were 30 special project grants for a total of $10,885. That we had
more money available meant more communities could offer a greater variety of
programmes.
Kootenay Lake near Boswell.
 REPORT OF THE TOURIST INDUSTRY, 1973
G 37
Services have also been made available to all communities having recreation
commissions, and to other groups in an advisory capacity, such as the Nelson Workshop for the Handicapped, British Columbia Mobile Sailing School, British Columbia Festival of Sports, Red Cross Water Safety Service, East Kootenay Recreation
Association, the Technical Planning Committees in the Regional District of Central
Kootenay and Kootenay-Boundary, service clubs and organizations, and the federal
programmes (Local Incentives and Opportunities for Youth). The Branch advised
regarding staff-hiring, facility construction, programme organization, and leadership
training.
Greater Vancouver
(7 Commissions) (C. M. Griffith, Vancouver)
The establishment of a Community Recreation Branch office in Vancouver was
received with great enthusiasm by all the recreation departments and agencies in the
Greater Vancouver area.
The new office opened in July 1973 and was immediately assigned the duties
of liaison on behalf of the Branch with the Canada Summer Games. These duties
continued throughout the duration of the Games, and will become a regular function
of this office for future Canada Games.
The municipalities served by this office are West Vancouver, North Vancouver
District and City, Burnaby, Coquitlam, New Westminster, Richmond, and Vancouver. Vancouver is subdivided into 18 community recreation centre districts, each
with a population of a small city. In addition to the seven municipalities, this office
also services many agencies on behalf of the Branch.
They include the British Columbia Sport Federation, British Columb'i Recreation Association, Recreation Canada, Sport Canada, British Columbia Professional
Recreation Society, Festival of Sports, Native Indian Recreation and Sport Associations, University of British Columbia, Simon Fraser University, Vancouver City
College, Capilano College, and Douglas College.
This office represented the Branch on the Steering Committee of the Health and
Physical Activity Conference held November 1 to 3. Orientation of the area was
conducted via several visits with agencies and meetings with professional staff, commissions, and councils.
Action programmes for the six-month operational period of 1973 included a
gymnastic clinic for instructors on November 14, a one-day seminar on November
17 for the area members of the British Columbia Recreation Association. The
major special project conducted was an audio-visual documentation of the highlights
of the Health and Physical Activity Conference in Richmond, November 1 to 3.
The main thrust of the meetings with the professional and lay representatives in the
area was directed at planning programmes and projects required in 1974.
CONCLUSION
The grant programme of the Community Recreation Branch made a much
greater impact on public recreation in 1973, due mainly to the substantially increased
budget. Many communities were able to conduct programmes and projects which
they would not have been able to do within their budgets.
The staff-hiring incentive programmes have greatly influenced the decision of
small communities and regional districts to hire full-time recreation personnel. This
has happened in Campbell River, Cherry Creek, Chilliwack, Fernie, Fort St. John,
 G 38
BRITISH COLUMBIA
Fort Nelson, Gold River, Oak Bay, 100 Mile House, Port Hardy, Port McNeill,
Surrey, Terrace, Vancouver, Regional District of Central Kootenay, Cariboo Regional District.
Perhaps the most exciting development of 1973 was the announcement by the
Government of the comprehensive British Columbia study of recreation in its broadest concept. The results will be reported to the Government so that future procedure
for leisure services could be determined with adequate background knowledge of
Provincial programmes, procedures, and requirements.
 REPORT OF THE TOURIST INDUSTRY,  1973
G 39
CONVENTIONS AND CONTRIBUTING GRANTS
P. D. Crofton
Conventions contributed more to the economy of British Columbia in 1973
than evef before.   Total revenue showed an increase of $9,243,922 from last year.
It is interesting to note from the graph that more conventions were held in the
months of January and February than July and August. During these latter months
the tourist season is at its peak. May continues to be the most popular month to
hold conventions.
The annual meeting of the Institute of Association Executives was held in
Quebec. The Department sponsored a breakfast. A loggers' theme was carried
out with the British Columbia delegation wearing loggers' shirts and hard hats.
A sawing competition was held and the winner received a chain-saw. Several of
the executives told us that the "Loggers Breakfast" was the highlight of the
convention.
The Department of Travel Industry, in co-operation with the Vancouver Convention and Visitors Bureau, attended the annual meeting of the American Society
of Association Executives in New Orleans. Representatives from leading hotels
in Victoria, Harrison, and Vancouver were able to meet with these convention
decision-makers and make them aware of the excellent convention facilities we have
in beautiful British Columbia.
The Department again sponsored a luncheon for the Western Conference of
Association Executives. This was held in Phoenix, Ariz. Representatives from
British Columbia were able to contact convention organizers from all the Western
United States and British Columbia. We were successful in our bid to bring this
Western Conference to Vancouver in 1975.
The Department sponsored luncheons or dinners for Association Executives in
Montreal, Toronto, New York, and Washington, D.C. Our new slide presentation
was both informative and amusing and very well received by our guests. This was
a most successful promotion, deriving some excellent convention business, particularly from Washington, D.C.
In co-operation with Western Airlines, Association Executives were brought
from the Los Angeles area to view some of our larger convention centres and hotels.
This was a very successful tour. The executives were very influential and have
booked, or will bring, more group and convention business to British Columbia
than any previous group on a single tour.
A convention survey was carried out by Dunsky Advertising Ltd. The
advertising portion of this survey showed that 59.9 per cent of Association Executives do not receive any convention publication. Of those receiving convention
publications, 72.7 per cent do not use them as a source of information on convention
sites and facilities.
It was interesting to note that a surprisingly large percentage (54 per cent) of
all convention-site selections were made solely at the discretion of executives and
(or) convention committees or Boards of Directors. However, a relatively high
proportion (39 per cent) of convention sites are selected from proposals submitted
by local groups or branches of organizations and associations.
The importance of local group involvement is evident throughout the survey,
ranking third, fourth, and fifth in importance for international, national, and regional
groups next to convention rooms, hotel rooms, and geographic location.
Mail-outs of British Columbia literature were made to 40,380 delegates prior
to their arrival in British Columbia.   In addition, bulk shipments of 66,430 pieces
 G 40
BRITISH COLUMBIA
of literature were shipped to various organizations for distribution by them to
potential delegates. These mail-outs, which include our Pre- and Post-Convention
Tour folder, arc most important as they encourage attendance and allow delegates
to plan a pre- or post-convention tour. We will also include up to two pieces of
an organization's literature, which is an extra service for them.
Conventions, 1973
Tourist Region                              Total Conventions Total Delegates
A  122 18,174
B   364 124,405
C  57 38,915
D   62 5,390
E, F, G  44 7,370
649
194,254
Total Revenue
$
3,077,510
21,730,950
5,213,550
916,300
1,252,900
32,191,210
Distribution of British Columbia Conventions
Number
January   49
February   41
March  68
April   74
May   96
June   84
July  35
Number
August   36
September   58
October  59
November   39
December  10
649
Jan.     Feb.     Mar.     Apr.     May     June     July     Aug.     Sept.     Oct.     Nov.     Dec.
100
90
80
70
60
50
40
30
20
10
*
*
•
\
•
*
•
•
*
*
•
,,♦♦*
*
*
r
•
•
•
•
•
•
*
•
*
*
y
•
•
*
*
*
•
«
•
•
*
■
•
«
•
*
•
*
*
*
*
*
*
\
'••-...
*
*
•
r
•
•
•
•
*
*
•
•
*
•
*
*
•
m
•
•
*
*
4
•
♦
•
 REPORT OF THE TOURIST INDUSTRY, 1973
G 41
CONTRIBUTING GRANTS
The amount allowed for information centres under the Contributing Grants
Plan was increased to $125 per month for a maximum of $500. The amount
allowed for co-ordinators' travel for the eight tourist regions was increased to
$4,000.
All regions report that they are planning, or have printed, area brochures.
The Contributing Grants Plan was altered to allow the printing of these brochures,
but with the proviso that the regional folder must be printed first. These area
brochures are able to go into more detail than the regional piece of things to see
and do. Hopefully this will encourage the visitor to spend more time in a region.
Reports are being received from the regions that, as a result of these brochures,
local governments and the private sector are giving much better financial support
than ever before.
The Department of Travel Industry produced a slide presentation "The
House That Jack Built," which was made available to the eight tourist regions.
This presentation is being shown to local governments and various organizations
to show them the value of the tourist dollar to the economy of their area. Early
reports indicate an excellent response to this presentation.
Prior to the spring and fall sessions of the Provincial Tourist Advisory Council,
regional co-ordinators held meetings with members of the staff of this Department.
They were able to discuss in some detail the problems that exist in their regions.
 G 42
BRITISH COLUMBIA
EXHIBITS AND DISPLAYS
B. A. Lee
TRAVEL SHOWS
This year the Department was represented at a number of travel and ski shows.
The San Francisco Sport and Vacation Show, held at the beginning of January,
attracted more than 380,000 vacation-minded people. Personnel from head office
were sent to staff the show, along with representatives from our San Francisco office.
For the first time we participated in the Phoenix Travel and Vacation Show, in
February. A representative from Victoria and also from our Los Angeles office
were at the show to provide literature and answer the many inquiries on our Province.
Following this show, head office personnel staffed our British Columbia booth
at the Canadian National Sportsmen's Show in Toronto. As in previous shows,
British Columbia road maps, tourist directories, general folders, calendars of events,
and regional literature were given to prospective visitors.
On this occasion we were fortunate enough, along with representatives from
three of the other Canadian provinces, to be interviewed by one of the local radio
stations. This was picked up by the CBC and broadcasted to eight provinces and
parts of the Eastern United States.
Just recently completed were two ski shows in Los Angeles and San Francisco,
which were done in co-operation with CP Air and Western Airlines. These were
staffed by representatives from our California offices, CP Air, Western Airlines, and
a representative from one of British Columbia's ski areas.
British Columbia literature was also distributed at other vacation shows in
conjunction with the Pacific Northwest Travel Association.
New booth, San Francisco Ski Show.
 REPORT OF THE TOURIST INDUSTRY, 1973
Travel writers of California familiarization tour of British Columbia.
DISPLAYS
A new 20-foot display was in use at the San Francisco Ski Show. This display,
constructed with versatility in mind, is easily adaptable for change-over from a
summer or spring vacation theme to a winter or ski display.
The display was designed and built in San Francisco under the supervision of
our San Francisco Director. It will be in use at all the shows in which we participate
in that area.
A 20-foot portable display, which was recently refurbished, was in use at various promotions in Eastern Canada, and was also lent to other Government departments for their use.
Plans are now being formulated for a new display to be used in Eastern Canada
travel shows. It is intended to have this display constructed with aluminum framework, thereby allowing use to ship it from city to city at very little cost for transportation.
The "Beautiful British Columbia" collection, a series of 80 framed photographs
taken from Beautiful British Columbia magazine, were used by some of the department stores in the Greater Victoria area for display purposes.
OTHER PROMOTIONS
In addition to travel shows, the Exhibit and Displays Section assisted with
promotions of the Special Promotions Section and the Convention Section.
Travel writers and editors were also taken on tours through the Victoria and
Vancouver Island areas.
 G 44
BRITISH COLUMBIA
FILM AND PHOTOGRAPHIC BRANCH
S. H. Haines
Interest in the production of this Branch reached a new high in 1973, both in
the medium of stills and motion-picture material. Requests for photographs and
film footage are being received from the producers of high-quality displays and
television shows from the United States, Europe, and throughout Canada, attesting
to the high standard of our work.
The year has been very productive. Thousands of feet of film have been shot
of different projects. Thousands of negatives have been made, and hundreds of
slides have been added to the files.
The Branch has seen some changes in personnel during the year. Two retirements created vacancies in the office and colour laboratory and additional staff
members were added to darkrooms and the Branch Film Library in Vancouver. A
vacancy in the black-and-white darkrooms was filled by a new technician.
Winter seemed reluctant to release its grip on the new year, and filming got
away to a bad start. Improving weather during the late spring encouraged the field
men to stay on the job until all assignments were safely accounted for, and film
sequences completed.
Fence-line, Cariboo.
 REPORT OF THE TOURIST INDUSTRY, 1973
G 45
Fort Steele.
Skookumchuck at Princess Louise Inlet.
 G 46 BRITISH COLUMBIA
The Branch Film Library in Vancouver has grown in popularity to such an
extent that new quarters had to be found. The move to a much larger and brighter
location took place at the end of October, and the library is now located at 501
West 12th Avenue in that city.
The files of Beautiful British Columbia magazine are filled with picture stories
for current and future use, and general sorting and captioning will be done between
local assignments.
MOTION-PICTURE PRODUCTION
Films are now being produced on a regional basis, giving each area more
individual attention. Production plans for the immediate future include the Peace
River area (Region H) and the Lower Mainland (Region B). Recently completed
is the film titled 'Ksan' (Region G), which is now in circulation throughout Canada.
Also in Region G, but off the Mainland, a film is currently being produced on the
Queen Charlotte Islands. A film on the Okanagan (Region C) is in the final editing
stages, and will be released shortly. The Cariboo (Region F) has not been overlooked, and a film is well on the way, with completion planned for mid-1974. The
Branch co-operated with private sectors of travel industry to produce a film titled
World of the Chief, in which Chief Dan George participated. Prints of two other
productions have been purchased from private industry, and these are titled Life of
the Sockeye Salmon and British Columbia—Mountains to the Sea.
STILL PHOTOGRAPHY
Covering all areas of the Province on assignments for Beautiful British Columbia magazine, attending official functions, covering press tours, and handling implant photographic orders has kept the stills men busy throughout the year.
The photographers collectively travelled more than 40,000 miles by road, and
many more by air and on water, covering the different photo-story requirements of
Beautiful British Columbia magazine, the needs of other departments, and assignments for the Branch.
DARKROOM PRODUCTION
Production in this area has shown a remarkable increase, due in part to better
equipment and improved techniques. Colour laboratory production records indicate a total of 2,232 negatives, 2,892 transparencies, and 26,448 prints. The
black-and-white darkrooms record an increase of 24,000 prints and 4,908 negatives.
All the foregoing material was produced in answer to requests from newspapers,
magazines, writers, television producers, other Government departments, and Beautiful British Columbia magazine.
MOTION-PICTURE DISTRIBUTION
The Canadian Travel Film Library, in conjunction with the National Film
Board of Canada, is doing a remarkable job of film distribution for the Branch in
Canada, the United States, and other parts of the world. In British Columbia,
distribution is handled by the two Branch libraries in Victoria and Vancouver.
Records indicate a further increase both in television and direct screenings
throughout the distribution system, which includes many foreign-language versions
of our productions.
 REPORT OF THE TOURIST INDUSTRY, 1973
G 47
TELEVISION SHOWINGS OF BRITISH COLUMBIA FILMS IN
UNITED STATES AND CANADA
j	
is::
r~
t-~
as
as
o
as
as
vo
as
oo
vo
Os
o
o
oo
O
o
<N
tN
o
o
of
O
O
00
o
o
o
o
o
o
as
©
o
VO
 G 48
BRITISH COLUMBIA
The Bugaboos.
VANCOUVER FILM LIBRARY
The Branch operates a film-distribution centre in Vancouver that handles all
requests for films for the Mainland of the Province and those parts of Canada where
special items are required.
The library handles film shipments and maintenance for the Canadian Red
Cross as a public service, British Columbia Hydro and Power Authority and Community Recreation Branch, besides the full complement of films of this Department.
Film shipments for the year increased to 6,596, in response to direct requests,
from the previous year's figure of 5,797. A further increase can now be expected
due to the more readily accessible location of our new quarters.
MOTION-PICTURE SCREENINGS
Telecasts of our films in the United States rose to 2,036, with an audience
potential of millions of viewers.
Telecasts in Canada reached a total of 225 to an estimated audience of more
than 1,000,000 people.
Nontheatrical screenings in Canada and the United States, through the distribution facilities of the Canadian Travel Film programme, indicate 54,613 showings
with an audience of 2,262,578.
Screenings of our own films shipped from the two Branch libraries are recorded
as 4,356 to an audience of 186,384.
 REPORT OF THE TOURIST INDUSTRY, 1973
G 49
GENERAL OFFICE
The duties of the general office include operation of the Branch film library for
Victoria and Vancouver Island, all Branch correspondence, photographic selections,
numbering, captioning, and filing new negative material, receiving and shipping,
processing accounts for payment, making requisitions and commitment forms, numbering and filing all 35-mm slides, ordering all supplies, equipment, and furnishings,
and the over-all administration of the Branch and the two film libraries.
The Branch film library in Victoria accounted for 1,536 screenings to a total
audience of 47,764 persons, a considerable increase over the 1973 figures.
Office staff selected and shipped more than 10,000 prints, negatives, and slides
in response to requests from writers, editors, and programmers. A further 8,000
prints were sent out for promotional purposes for tours and community projects.
 G 50 BRITISH COLUMBIA
INFORMATION CENTRE, VANCOUVER
Terry A. Notley
In order to serve the visitor better, the Vancouver Office extended the hours
of operation during 1973. Starting on May 1, a seven-day-a-week operation was
established with service from 8.30 a.m. to 8.30 p.m. Service is provided from
Monday to Saturday from 8.30 a.m. to 5.30 p.m. in winter months.
These changes required one additional full-time Travel Counsellor and four
seasonal staff members, and the establishment of shift work-schedules. The transition was effected with a minimum of disruption, and certainly resulted in more
effective service.
A slight decrease from previous years was experienced in inquiries serviced.
Our downtown location is seriously affected by transportation disruptions, and this
year we had several. The CP and CN Rail and the CP Air strikes all affected office
traffic.
Effects of the British Columbia Ferry strike in August were also noticeable.
Opposing these effects, however, was the increased traffic created by the record
number and volume of conventions in Vancouver.
Canadian visitors were most predominant during 1973. Considerable increase
was also observed in both Japanese and Western European visitors.
Co-operating with Miss Elvira Quarin, of the Vancouver Visitors Bureau,
another successful year was experienced with visiting travel writer programmes.
More than 131 individuals and 120 groups of writers and photographers participated
in the programme.   More than 50 per cent were given tours of the Vancouver area.
The Burnaby School Board provided the Supervisor with another opportunity
to successfully provide the Adult Education programme with night school courses on
"Travel in British Columbia."
The change-over to the new warehouse facilities was completed in early
November. The new premises at 4552 East Hastings Street, Burnaby, are a tremendous improvement over the old location and enable this function to operate
more efficiently.
«*J»'
^••liiiS!
^MflU NT-. I
'•'•/' :    '
 REPORT OF THE TOURIST INDUSTRY, 1973
G 51
W V &/
#
,
c.     la  :
A 'f' „.   ■ /
4? - ,   C
■-
.:(/  * .
C'-      "put
'   ij£- £      —
L&t
.-"—•.'.   .,
£|mB
=
. r:':*&,.
\
Though not typical, this inquiry nevertheless lacks nothing in enthusiasm and originality.
 G 52
BRITISH COLUMBIA
PERSONNEL AND ACCOUNTS
G. L. Levy
The Personnel Office processed 122 requisitions through the Civil Service
Commission. These were required for the selection of persons to fill vacancies and
seasonal requirements for the following areas:
Sixty-eight were recruited for the Travel Division to staff reception centres in
Victoria, Vancouver, and various parts of the Province.
Thirty-six were selected for the subscription office of Beautiful British Columbia
magazine.
Six persons were selected as Tourist Accommodation Inspectors in the Province.
Six were selected for the Film and Photographic Branch, and six for the
Community Recreation Branch.
The employment of seasonal staff each year is necessary to carry out the tourist
information service.
One employee from the Department received the 25-year continuous service
certificate.
One employee was selected for the Executive Development Training Plan, one
for the correspondence course in Public Administration, and one for the training
session in secretarial responsibilities.
The Accounts Section processed all requisitions for supplies and equipment and
all expenses incurred by all Branches of the Department.
'^3W
 REPORT OF THE TOURIST INDUSTRY,  1973 G 53
PUBLICITY
Harry P. McKeever
The spasmodic unrest of 1973 had little effect on the operations of this office
during the year. Despite periodic unsettled conditions, the pace that began in
January persisted until well after the main tourist thrust of the season was over. This
made it evident that conditions reflect very little, if at all, on the popularity of
British Columbia as a vacation destination.
Seventy-six stories and accompanying pictures were sent out at the request of
editors. These gained widespread coverage in the press in North America and overseas. Liaison was maintained with publishing houses and editors who sent books
and stories for checking prior to publication. Though time-consuming, these duties
prove worth while if for no other reason than the assurance of accuracy and freshness
of facts.
One such publication was Travel Guide to Canada, written by Percy Rowe.
We gratefully accept the author's tribute for our modest part in its production. We
also feel singularly honoured by the acceptance of a chapter in a forthcoming book
of the Society of American Travel Writers. To have been included with the foremost
travel writers in the Pacific Northwest is indeed a compliment.
To bolster traffic on the Kelsey Bay-Prince Rupert run of British Columbia
Ferries, trips were made to 'Ksan Indian Village with a television-writer team and
Jervis Inlet.
 G 54
BRITISH COLUMBIA
Highway 16 and Mount Robson.
with a free-lance journalist from Ontario. The subsequent results of these two spring
visits were profitable to ferry authorities and to the Department via the ensuing
publicity.
We participated with the Canadian Government Travel Bureau in the Spring
Comes Early to British Columbia press tour in March. In this respect we are
obliged to Mike Ovenell, Regional Co-ordinator, Region B, for his splendid assistance in arranging fishing trips in his area. To the resort operators who also provided
hospitality and accommodation we are likewise grateful.
Numerous other writers sent to the Province under the auspices of the Canadian
Government Travel Bureau Visit Canada Programme were hosted and conducted on
tours. This phase of operations, however, was transferred to B. A. Lee later in the
year on account of other duties.
Principally in this regard was our new renewed involvement with Beautiful
British Columbia magazine. This direction stipulated editorial responsibility of the
magazine as a priority.
Several trips were made for stories, and several writers were recruited as freelance contributors, thus to build an inventory of copy for future editions of this
popular production. Characteristically, editing and rewriting contributed to a heavy
work load.
We acknowledge the assistance and co-operation of Clair Rivers in production
of 1973 issues of the magazine prior to his retirement during the year. Our additional thanks are extended to other departments for their help in preparing articles,
and also for their counsel in fact-checking.
 REPORT OF THE TOURIST INDUSTRY, 1973
G 55
Travel in the Province on behalf of Beautiful British Columbia magazine was
accompanied by innumerable compliments by readers everywhere. Without exception, people were generous in their praise. This would indicate the magazine serves
a very substantial and useful purpose in that it faithfully and objectively portrays our
way of life.
Several press releases and speeches were prepared during the year. All regional
folders and brochures were checked and, where necessary, rewritten. Our own
promotional pieces were likewise updated.
Several long-standing inexactitudes were rectified in our road map. Our Annual
Report was produced on schedule. A special folder for Spokane Expo '74 was
written as a mailing piece to attract would-be visitors to British Columbia following
their visit to the exposition. A book on 'Ksan, produced by ARDA, was edited.
Editing and rewriting our 1974 Tourist Directory was done early enough to allow
our Accommodation Section time for its final production and distribution for the
forthcoming year.
Allocation of an individual telephone line proved a boon to conditions and work
output. Designation of secretarial help for the first time in many years was also
equally helpful. In the latter regard, Mrs. Coral Carter handled an enormous amount
of work to keep pace with deadlines.
Perhaps the most gratifying aspect of the year's operation was the attitude and
comments of tourist industry personnel throughout the Province. They established
without a doubt that the Department of Travel Industry has never been more respected than in 1973.
A new approach to the over-all ramifications of tourism has been evident in
city centre and remote settlement. So was the wish to co-operate and become part
of what would seem to be a spirit resembling that of a large, far-flung family.
Such outstanding liaison and fellowship is perhaps self-explanatory of the
Department's combined efforts to work with, and assist in every way possible, an
industry whose side effects are pronounced in so many ways within our 366,255
square miles.
'    .-•    .-£_'-..:
 G 56
BRITISH COLUMBIA
SERVICES PROGRAMMES
Miss Elaine Johnston
We were involved in events and programmes covering a wide cross-section of
activities during 1973.
Air tourism to British Columbia continued to grow, and this section enjoys
excellent co-operation from the British Columbia Aviation Council, Ministry of
Transport, and Canada Customs. Revision and updating of our Fly Beautiful British
Columbia brochure was completed in the spring, and distribution of 20,000 copies
of the new brochure began in June, in time for the many fly-ins and air shows taking
place during the summer months. Distribution of the 1973 edition of the British
Columbia Air Facilities Map also commenced in June, and the co-operation of the
British Columbia Aviation Council in providing the maps is gratefully acknowledged.
Assistance was given the Aviation Council's Conference Planning Committee
for their annual general meeting and convention held in Victoria, September 21 to
23, 1973.
A story on fly-ins and air shows was prepared for the summer, 1973, edition of
Beautiful British Columbia magazine. Support and co-operation received from the
Abbotsford International Air Show in preparation of the story is greatly appreciated.
In addition to conducting familiarization tours of British Columbia for visiting
travel editors, writers, and photographers from places such as Iceland, Australia, the
United States, and Canada, information presentations were made to Canadian Government Immigration and Foreign Service Officers.
Staffing was provided at British Columbia exhibits at vacation and travel shows
in Phoenix, Ariz., and Los Angeles, Calif., during March and April. It was not
difficult to note that British Columbia continues to be a prime destination for southern United States travellers desirous of escaping desert heat or crowded freeways,
particularly during the summer months.
Travel Counsellors' familiarization tour of the Cariboo.
 REPORT OF THE TOURIST INDUSTRY, 1973
G 57
Travel Counsellor training is a responsibility of this section. This involves not
only the training of our own Departmental staff, but also of persons desiring employment with chambers of commerce, automobile associations, tourist attractions, transportation services, and museums. Details involving preparation of training manuals,
examinations, length and extent of course content at training sessions, invitations to
guest speakers, evaluation and selection of sites for the courses are all handled by
this section. In 1973, the annual Travel Counsellor training course was held at
BCIT in Burnaby, and for the first time in Prince George and Nelson. The courses
are designed not only to instruct new Travel Counsellors but to assist those already
employed at various levels in the travel industry who wish to upgrade their knowledge
and skills.
Checking and correction of some travel publications sent to this Department
for approval before printing is also handled by this section. The American Automobile Association, Canadian Government Travel Bureau, and Canadian Automobile Association take full advantage of our co-operation.
Responsibility for liaison with regional information centres and Departmental
permanent and seasonal information centres is handled by this section. This involves
providing guidance in choosing sites and staff for new offices, literature and stock
control, and in-service training for permanent and part-time staff.
In preparation for the inevitable conversion by Canada to the metric system of
measurement, this section was appointed to represent the Department by serving on
the Metric Systems Conversion Committee for Government departments and Crown
agencies. Some information and promotion literature produced by the Department,
and affected by the conversion, are the British Columbia Roadmap, Tourist Directory, and Ski Beautiful British Columbia.
A co-operative programme on travel information services between British Columbia, Alberta, the Yukon, the Northwest Territories, Saskatchewan, Manitoba,
and the Canadian Government Travel Bureau was successfully initiated in February
1973. British Columbia was represented by the Director and Assistant Director of
Travel Information Services at the first conference, held February 8 and 9, and
hosted by Travel Alberta in Edmonton.
Additional means of providing mutual co-operation and discussion of common
problems among the provinces, territories, and Canadian Government Travel Bureau
were explored at the second conference, hosted by British Columbia Department of
Travel Industry, at Victoria, December 6 and 7, 1973.
'■■       =;      : ■;.■
 G 58
BRITISH COLUMBIA
SPECIAL PROMOTIONS
K. B. Woodward
FAMILIARIZATION PROGRAMME
In co-operation with the Canadian Government Travel Bureau, the regionalized
system of familiarization tour programmes for travel agents, tour wholesalers, and
tour operators was continued on a regional basis. This participation of the Department of Travel Industry is a vast improvement over the limited number of familiarization tours that can be handled by an individual province.
The scope of this programme is increasing annually, and British Columbia is
now represented in all major travel trade markets not previously exposed to our
vacation possibilities.
Fifteen familiarization tours involving British Columbia, Alberta, CP Air, Air
Canada, and co-ordinated by the Canadian Government Travel Bureau, were completed.
Travel trade representatives from Cincinnati, Cleveland, Detroit, Buffalo,
Philadelphia, Pittsburgh, Minneapolis, Chicago, Seattle, San Francisco, Los Angeles,
Western Europe, the United Kingdom, and Japan visited British Columbia. In each
instance, travel seminars explaining the mechanics of selling tour packages featuring
British Columbia were arranged. This form of marketing British Columbia by
arranging for representatives of the travel trade from all over the world to "personally experience" our Province as a vacation destination has proved eminently successful.
...
Travel writers on familiarization tour.
 REPORT OF THE TOURIST INDUSTRY, 1973
JAPANESE TRAVEL DEVELOPMENT PROGRAMME
G 59
Continuing the development of travel from the Japanese market was carried on
throughout 1973, with the highlight a visit to Japan, January 26 to February 6, of a
travel trade mission from British Columbia. Audio-visual presentations made in five
cities were directly aimed at the travel trade, and featured winter, spring, and fall
vacation possibilities in British Columbia.
Specialised tour programmes, emphasizing golf and ski-ing, were presented to
the Japanese market.   Calls on travel agents and trade publications were completed.
A British Columbia "first" was instigated in co-operation with Blue Guide Ski
magazine and CP Air when a consumer film show featuring British Columbia ski
packages was presented. This programme proved to be most successful. The large
theatre was packed to capacity and the audience remained in the foyer long after the
completion of the programme to inquire about our Province.
Several Japanese groups were met during 1973, and escorted around British
Columbia,
Highlight of the promotional activities in this sphere of operations was a
seven-day visit by the Honourable the Minister to Tokyo, Osaka, and Nagoya in
co-operation with CP Air.
lapanese 1973 promotion, Tokyo.
CALIFORNIA PROMOTIONS
Consumer presentations in film showings were presented in the following cities:
San Francisco, Stockton, Modesto, Fresno, Sacramento, Los Angeles, Long Beach,
Pasadena, Santa Barbara, San Gabriel, Van Nuys, Newport Beach, and Santa
Monica.
All were made in co-operation with CP Air, Western Airlines, and the leading
newspaper in each city.
An average of 900 persons attended each presentation. Tickets were available
only from the travel agents in each locality. This type of travel promotion involving
the carrier, the travel agent, the consumer, the newspaper, and the Department of
 G 60
BRITISH COLUMBIA
Travel agents made welcome during California promotion.
Travel Industry has proved to be one of the most outstanding methods of generating
travel utilized by any travel organization.
In addition to the consumer shows, travel trade presentations in the form of a
reception and dinner took place in Los Angeles and San Francisco. These were very
well attended, and in Los Angeles it is now necessary for us to limit the number of
invitations, as travel agents request inclusion, of their staff to bring them up to date
on vacation information on British Columbia.
PRESS TOUR
The 1973 Press Tour was primarily intended to bring to the attention of selected
travel agents the vacation destination in British Columbia known as the Kootenays.
In addition, our visiting travel editors were exposed to presentations by Expo '74
officials to suggest that the way to Expo '74 is through Beautiful British Columbia.
Our guests travelled from Germany, London, England, Mexico, and California.
The following travel editors visited British Columbia on the 1973 Press Tour:
Edward Bare, Brantford Expositor, Brantford, Ont.
Wilko Bergmans, Bergen, Netherlands.
Miss Sue Christopher, West Covina, Calif.
Miss Jill Crawshaw, Daily Mail, London, England.
Bob Ginther, Pasadena Star News, Pasadena, Calif.
Del Lane, Oakland Tribune, Oakland, Calif.
C. A. Lazo de la Vega, El Diario, Guadalajara, Mexico.
Joe McClellend, London Free Press, London, Ont.
Don Martin, Motorland magazine, San Francisco, Calif.
Fred Nelson, Sunset magazine, Menlo Park, Calif.
 REPORT OF THE TOURIST INDUSTRY, 1973
G 61
Miss Joanne Norris, Long Beach Independent Press Telegram, Long
Beach, Calif.
Ernesto Ochoa, Novedades, Mexico City, Mexico.
Rick Orlove, Copley News Service, Los Angeles, Calif.
Miss Jackie Peterson, Sacramento Union, Sacramento, Calif.
Bill Philjips, San Jose Mercury-News, San Jose, Calif.
Philip Ray, Travel News, London, England.
Gunter Stetza, Essen, Germany.
Miss Rita Stollman, Santa Monica Evening Outlook, Santa Monica, Calif.
Miss Marion Summers, San Mateo Times, San Mateo, Calif.
In addition to the preceding promotions the following projects are worth mentioning:
HONG KONG FAMILIARIZATION TOUR
Thirty-two travel agents from Hong Kong and East Asia were escorted
throughout British Columbia on the first familiarization tour of agents from that
area.   It was interesting to note the high degree of interest these agents showed.
SUNDAY PEOPLE PROMOTION
In connection with the Sunday People newspaper in London, England, we
carried out a joint promotion involving CP Air. The winners of a contest were
hosted in British Columbia by the Department of Travel Industry. Excellent publicity featuring British Columbia's gold trail was achieved by this project.
Scene from A.S.T.A. convention.
 G 62
BRITISH COLUMBIA
ASSOCIATION OF BRITISH TRAVEL AGENTS BID
In co-operation with the Convention Section, a concerted effort was arranged
involving the City of Vancouver in a bid for the Association of British Travel Agents.
It is hoped that this important group will select Vancouver as its convention site for
1975.. Much care and effort has been taken to entice these travel agents on this,
their first out-of-Europe convention.
ASTA CANADA CONVENTION
The third annual ASTA Canada convention was held in Victoria in September.
The Special Promotions Section of the Department of Travel Industry worked very
closely with the executive in the preparation of their programme for this important
meeting.
SUMMARY
Meetings involving travel organizations were attended in Vancouver, Nelson,
Vernon, Kelowna, Kamloops, Whitehorse, Montreal, Berkeley, and San Francisco.
British Columbia's Travel Agents' Manual put out by the Special Promotions
Section is widely distributed to travel agents throughout the world. This publication
is well received and used extensively by travel agents to promote travel to British
Columbia. It is one of the specialized methods used in this world of specialized
travel. In all promotion of travel to British Columbia we must select our market
areas carefully and encourage them to visit at the time we want them most.
 REPORT OF THE TOURIST INDUSTRY, 1973 G 63
TOURIST ACCOMMODATION
Fred Colthorpe
No major changes were introduced into the system of Government approval of
tourist accommodation during 1973. Considerable ground work was laid, however,
to achieve better reporting systems for ensuing years. This will result in better and
more frequent liaison with all operators.
Field work involving inspection and registration was carried out mainly between April and July, with certain scattered and remote operations continuing
through August.
Registration of Approved Tourist Accommodation was down very slightly over
1972. A significant increase in numbers of units was nevertheless apparent over
last year.
During the previous year, 62,473 units of accommodation were recorded.
This figure increased in 1973 to 68,161. It is interesting to note that in 1960
registered units were only 29,000.
Changes are planned to streamline registration information involving the information required from operators. This will result in providing more meaningful
statistics.
The Green Book continues to fulfil a most important service to the tourist
industry with ever-increasing popularity of British Columbia as a tourist destination.
Some minor changes in the format of the 1974 issue have been effected in the
interests of clarity and simplicity.   It is necessary to continually find ways and means
The amenities of a typical resort.
 G 64
BRITISH COLUMBIA
jiar.-HjT.ifimaiWwwwrif'
High-quality accommodation is characteristic of British Columbia.
of incorporating more information and listings without materially changing the size
of the book.
A major stride forward is currently being effected in the method of producing
the book by computerized printing. This should prove of great benefit in future
years to all operators by allowing a cut-down in printing lead time. It should also
permit a considerably later date for reporting accommodation rates for the following
year.
Complaints of a formal nature were not as prevalent as some previous years.
Each complaint is investigated as thoroughly as possible.
The Accommodation Section continues to work closely with the Department
of Health. Since this department's inspection of Tourist Accommodation is closely
related to our sanitation requirements for registration, constant liaison is maintained
with the Department of Health.
Highway signing also plays an important role in tourist accommodation facilities; hence, close liaison is kept with the Department of Highways.
 REPORT OF THE TOURIST INDUSTRY, 1973
G 65
TRAVEL COUNSELLING
Mrs. Grace Long
In the interest of selective marketing, coupon replies from all printed media
have been eliminated. This has resulted in a reduction of mail volume, but not a
reduction in the Travel Counsellors' work volume. Detailed inquiries have increased
considerably, entailing researching and writing large numbers of letters.
Inquiries for travel information during 1973 totalled 141,964, a drop of 11,150
from the 1972 figure of 153,114.
Production of the spring and summer, and fall and winter Calendar of Events
was carried out. This particularly arduous task involves communication with almost
500 agencies throughout the Province. The new format, with all events listed chronologically, has been well received by the general public.
Ferry time-table sheets covering the nine routes between Vancouver Island
and the Mainland were again completed and made available for distribution in mid-
January. This information is in great demand by automobile clubs and transportation outlets.
Research requests from magazines and writers are a constant demand on the
services of our Counsellors. Canadian Government Travel Bureau also relies
heavily on our services for correction and updating of their brochures and literature.
Updating information files is a continuing process. Our information files
provide the basis for the reference files supplied to all our seasonal Travel Counsellors.
British Columbia reception centre, Abbotsford.
 G 66
BRITISH COLUMBIA
Swimming, Harrison Hot Springs.
Numerous information sheets are prepared on a wide variety of subjects.
Generally the demand for these does not warrant a full printing, and they are
prepared in mimeograph form. They include aircraft charters, boat charters, dude
ranches, highway reports, industrial tours, and many others. Such items are part
of our service in keeping the 130 community information centres informed, as well
as our own widely dispersed seasonal staff.
Counselling staff also maintain stock control of all travel literature and initiate
all shipping orders. The control record containing the addresses of more than 1,100
distribution outlets, who handle up to a dozen items, is constantly under review.
This is the key control in maintaining distribution levels to meet production capabilities of brochures, maps, and directories.
Trained Travel Counsellors assist other sections of the Department in various
promotions and travel shows, and also assist our outside reception centres as
occasion demands. The Department is singularly proud of our Travel Counsellors.
Because of the nature of their work and duties, their abilities are better known
outside the Province where their expertise and deportment have long placed them
in the forefront of their profession. This is borne out by the requests for training
assistance from the other western provinces. We enthusiastically co-operate in such
endeavours.
 REPORT OF THE TOURIST INDUSTRY, 1973
G 67
TRAVEL INFORMATION SERVICES
Ed Norman
In spite of one or two set-backs, indications from all divisions of this Section
point toward 1973 as a most fruitful tourist year.
During much of June, inclement weather throughout most of the Province was
responsible for a decline from previous years in several areas.
This was more than offset, however, by large increases during the peak months,
and, more important, vastly increased traffic during the spring and fall shoulder
months.
Vancouver Island was adversely affected by disruption of the British Columbia
Ferry service during what is usually the most productive late-August period. Even
this reversal had its positive side, with many visitors finally returning home carrying
memories of the sincere concern and hospitality displayed by Island residents.
Osoyoos and Sicamous Reception Centres both showed marked increases during their four months of operation, of 9 and 19 per cent respectively, although both
areas showed a decline during June.
Banff had its best year to date and continues as an excellent traffic source.
Yahk, although a new operation, proved most effective and plans are laid to
handle the increased traffic volumes expected to be generated by Spokane's Expo
'74.
A new venture was a co-operative effort with the Province of Alberta, in the
town of Jasper. While the facilities were not of the best, we received excellent
co-operation from Jasper and Alberta and the three groups worked enthusiastically
for the good of all. We expect to continue the programme until more effective plans
for Highways 16 and 5 can be worked out.
In the seven months of operation, attendance at Abbotsford Reception Centre
reported exceptional advances over the previous year, with 153,000 visitors in
61,000 vehicles against 123,000 visitors in 40,000 vehicles in 1972. Recreational
vehicles continue to be a major part, 43 per cent, of the traffic through this centre.
Douglas Reception Centre, operating every day of the year except Christmas
and New Year's Days, serves the greatest number of visitors, with the totals growing
every year. During 1973 this centre served more than 220,000 visitors in 78,000
vehicles, as opposed to 199,000 visitors in 67,000 vehicles in 1972.
The encouraging fact involved at both Abbotsford and Douglas is that the
increases were recorded through the spring, fall, and winter months. Peak season
traffic remained fairly constant with the previous year. In comparison with Abbots-
ford's 43 per cent recreational vehicles, Douglas experienced only 18 per cent. This
is achieved by the co-operation of our contacts in Washington State who assist us
in directing the trailer traffic around the congested metropolitan Vancouver area.
Our multilingual reception service at Vancouver International Airport was
discontinued this year. After five years of successful operation, the Canadian
Ministry of Transport instituted a type of service of their own and terminated the
co-operation that made the programme possible.
After 12 years, the programme of utilizing Travel Counsellors aboard British
Columbia Ferries was discontinued in favour of a service provided by ferry personnel.   Plans are being laid to reinstate the counselling service for 1974.
 G 68
BRITISH COLUMBIA
LITERATURE DISTRIBUTION
A central distribution warehouse has now been established in Burnaby. This
new facility has greatly improved distribution efficiency.
Continued cost escalation of paper, printing, and shipping make constant
surveillance necessary. Inventory and shipping control is maintained at head office
on a daily basis. Distribution to our world-wide outlets is done from Central Distribution in Burnaby, and subsidiary warehouses in Victoria and Seattle.
Current high costs of producing good tourist literature can be supported only
by elimination of all waste, and by serving the most productive outlets.
Elimination of coupons from written media advertising has produced a considerable reduction in mail inquiries. The effect of this is to produce more productive
inquiries and better utilization of material. Unfortunately, this does not reduce the
work load on Travel Counsellors. Coupon inquiries can be serviced mechanically,
whereas written requests generally mean detailed counselling. Such replies frequently require considerable research for information.
Continued growth of the visitor industry places more demand on Travel Counsellors, both in numbers and the ever-broadening knowledge required.
In addition to Provincial reception centres, there are now 130 community
information centres throughout the Province. In an attempt to meet the demand
for training, two short courses were conducted at Prince George and Nelson in
addition to the seven-day programme at BCIT. All courses were over-subscribed,
which would indicate we are a long way from meeting the demand for this type of
training.
A counsellor's guiding hand adds to the pleasure of a visit.
 REPORT OF THE TOURIST INDUSTRY,  1973
G 69
Province-wide responsibilities of the Travel Information Services and the ever-
increasing involvement with tourist services at the community level makes personal
liaison with all sections difficult. Many trips were made throughout the Province
to maintain liaison and supervision.
Internal staff changes and responsibilities are currently being effected that will
greatly improve regional liaison in the future.
The success of many of our programmes relies heavily on personnel from
many other departments and many members of the private sector. For the dedication of these many people, who donate their time and expertise freely and enthusiastically, we are sincerely thankful.
Arthur E. Abram, long associated with accommodation registration and the
Green Book, retired during 1973. The Department was fortunate in acquiring the
services of Fred Colthorpe as his replacement.
Mr. Colthorpe's wide experience in the hotel industry and administrative duties
should prove most beneficial to the entire accommodation industry.
Close liaison is maintained with the Canadian Government Travel Bureau,
meetings with their personnel being conducted twice annually.
Co-operation with the service sections of the four western provinces, Yukon,
and Northwest Territories is maintained at all times. An annual conference allows
for exchange of co-operative ideas and methodology.
Programmes are currently being effected in an attempt to upgrade the attitude
of personnel in all service sections of the industry. These revolve around informing
service personnel of the value of tourism to the community and the need for courtesy
and true hospitality attitudes.
 G 70 BRITISH COLUMBIA
WINTER TRAVEL DEVELOPMENT
K. B. Woodward
Continued efforts were made to increase communications throughout the
various ski areas. Interior centres have been urged to take inventory of their
facilities as far as British Columbia's ski industry future is concerned.
Because of the growth of this industry, many areas face new problems regarding
further development and the utilization of their recreational potential.
All British Columbia wholesalers were offered British Columbia ski shells in
an effort to generate more ski-tour packages. This was most successful and the
number of packages available for sale in the market place in United States and
Eastern Canada has greatly increased. These packages are intended to bring skiers
to all our ski regions, i.e., the West Coast, the Okanagan, Canadian Rockies, and
Cariboo North.
The British Columbia ski directory was again revised, reprinted, and circulated
throughout the world. The brochure was again produced in two versions. The
illustrated versions contain our 20 major areas, each with an illustrated map.
The others, listing our complete 63 ski operations, represent full coverage of the
operating ski areas in British Columbia, and are mainly intended for use within the
Province.
In co-operation with Western Airlines, CP Air, and the Canadian Government
Travel Bureau, the winter travel development section participated in the Los Angeles
and San Francisco ski show, ski seminars in San Diego and the Los Angeles area.
In addition, ski seminars were operated in San Jose, San Francisco, and Sacramento.
The Far West Ski Association convention was attended in Berkeley, and in each of
the seminars and conventions our literature was distributed.
To assist us in our winter travel development programme, we have completed
an audio-visual presentation that runs 15 minutes. This was enthusiastically received
throughout all our promotions in California. The presentation accentuates ski-ing,
the prime motivator that draws winter tourists from California, Eastern United
States, Eastern Canada, Edmonton, Calgary, and Japan.
Since the Winter Travel Development section was started as part of the Department of Travel Industry, it is interesting to note that development of winter travel
has shown a continued healthy growth, with increases of up to 30 per cent in some
areas.
Printed by K. M. MacDonald, Printer to the Queen's Most Excellent Majesty
in right of the Province of British Columbia.
1973
2,030-1173-9918

Cite

Citation Scheme:

        

Citations by CSL (citeproc-js)

Usage Statistics

Share

Embed

Customize your widget with the following options, then copy and paste the code below into the HTML of your page to embed this item in your website.
                        
                            <div id="ubcOpenCollectionsWidgetDisplay">
                            <script id="ubcOpenCollectionsWidget"
                            src="{[{embed.src}]}"
                            data-item="{[{embed.item}]}"
                            data-collection="{[{embed.collection}]}"
                            data-metadata="{[{embed.showMetadata}]}"
                            data-width="{[{embed.width}]}"
                            data-media="{[{embed.selectedMedia}]}"
                            async >
                            </script>
                            </div>
                        
                    
IIIF logo Our image viewer uses the IIIF 2.0 standard. To load this item in other compatible viewers, use this url:
https://iiif.library.ubc.ca/presentation/cdm.bcsessional.1-0376288/manifest

Comment

Related Items