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REPORT OF THE Department of Travel Industry YEAR ENDED DECEMBER 31 1974 British Columbia. Legislative Assembly 1975

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 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
1974
Printed by K. M. MacDonald, Printer to the Queen's Most Excellent Majesty
in right of the Province of British Columbia.
1975
  The Honourable Ernest Hall, Minister of Travel Industry.
  Victoria, British Columbia, December 27, 1974.
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, 1974.
E. HALL
Minister of Travel Industry
 Victoria, British Columbia, December 27, 1974.
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, 1974.
R. L. COLBY
Deputy Minister of Travel Industry
 A STATEMENT OF POLICY
This Government, through its support of the Department of Travel Industry,
has recognized, and will continue to recognize, the importance of travel as a major
socio-economic force affecting the future of the people of British Columbia. The
Department of Travel Industry is responsible for the flow of revenue into the British
Columbia economy from international, inter- and intra-provincial travel. Like most
of our other basic industries, the travel industry is subject to the fluctuations of
supply and demand. The Department must not only monitor the balance of supply
and demand, but act to rectify any imbalance.
Travel by residents within their own countries, the largest and fastest-growing
business in the world, is estimated to account for spending in excess of $90 billion
annually. This form of domestic travel within Canada represents the greatest source
of Canadian travel revenue. Canadians travelling within their own country spend
an amount estimated to exceed $3 billion annually. British Columbia residents
travelling within their own Province spent more than $300 million in 1974. The
Government of British Columbia will continue to promote travel to and within
British Columbia among all Canadians.
The growth of international and domestic travel, historically increasing at an
average rate of 10 per cent per annum, will be observed by the Government of
British Columbia to assess the needs for policy changes that might be indicated to
meet any dramatic shifts noted in these observations.
The vast majority of travellers originate from centres of high-density population. These people seek self-renewal in a vacation style and destination varying
from a change of city atmosphere to the tranquillity of a wilderness adventure. The
Department of Travel Industry will continue to work with the private sector to
encourage and aid the development of a wide range of travel and vacation opportunities for visitors from all points of origin and all walks of life.
The Government of British Columbia supports the viewpoint of United Nations
that travel helps to overcome disparity and misunderstanding throughout the world.
This viewpoint is reflected in the British Columbia Government's plan to continue its
participatory role in the World Travel Organization, that is an extension of United
Nations, through the exchange of information with the Federal W.T.O. representative.
The Department of Travel Industry bears the initial responsibility of generating
an annual level of travel revenue from foreign, inter- and intra-provincial travel that
will be sufficient to create economic stability within the Province's travel industry,
generally. Primary considerations in the development of programs designed for this
purpose will be
• the co-ordination of orderly growth in the industry;
• the identification of underdeveloped regions of the Province that could
benefit from a tourism base, and the feasibility of initiating tourism
activity within such regions;
• harmony with the environmental, economic, and social interests of the
people of British Columbia.
Regular assessments of the attitudes of British Columbia citizens toward
tourism will be undertaken to ensure their views are considered in tourism planning.
When misunderstanding of the role of the Department of Travel Industry is evidenced, the Department will produce educational programs to explain the environmental, economic, and social advantages of tourism.
 H 8 BRITISH COLUMBIA
Guidance and assistance in the improvement of standards, services, and facilities
will be an ongoing interest and activity of the Department of Travel Industry. A
paramount responsibility to the travel industry will be the development of programs
to generate an increasing demand for travel to and within British Columbia in the
spring, fall, and winter seasons, consistent with the growth of travel industry facilities
to accommodate such expansion, and thus resulting in longer seasonal employment
and the evolvement of new job opportunities. It follows that a major responsibility
of the Department of Travel Industry will be to rank the developmental industry
priorities and to exchange information and plans with other Government departments to ensure that programs related to the travel industry are compatible and
feasible in the light of other projects being undertaken. Through its various programs the Government will endeavour to offer the advice and financial guidance
needed to help the tourist industry to identify and gain access to the available sources
of financial assistance for the upgrading and expansion of facilities. The Department
of Travel Industry will act to maximize the balance between the facility requirements of visitors and the availability of accommodation through promotional and
travel industry development programs, respectively.
The co-operation and involvement of the Federal Government, Crown corporations, other provinces, and the private sector will be sought in the planning and
expediting of programs when such partnerships are commonly advantageous, cost-
efficient, and in the interests of greater programs effectiveness.
As a means of identifying the return on the investment of Government funds
in tourism programs, the Department of Travel Industry will be required to provide
performance indicators that justify those expenditures.
All promotional programs prepared by the Department of Travel Industry will
project a favourable and consistent image of the Province of British Columbia to
its people, other Canadians, and to the people of foreign countries.
ERNEST HALL
Minister
 CONTENTS
Page
Introduction by the Deputy Minister    11
A Statement of Policy  7
Advertising  _ 13
British Columbia Festival of Sports    22
British Columbia House, London  26
British Columbia Office, Los Angeles  27
British Columbia Office, San Francisco  30
Community Recreation Branch	
Conventions and Contributing Grants.
Exhibits and Displays	
Film and Photographic Branch	
Personnel and Accounts	
Publicity	
Research	
Special Promotions.
33
44
48
50
53
54
15
55
Special Services  18
Travel Information Services  60
Travel Counselling Section  64
Accommodation Section  66
Vancouver Office  70
Winter Travel Development    72
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 Report of the Department of Travel Industry, 1974
INTRODUCTION
Richard L. Colby, Deputy Minister
In spite of a deep concern early in 1974 on the possible serious loss of tourist
visits from the United States due to the gasoline shortage in that country, British
Columbia was one of the few provinces that did, indeed, hold its own. Even more
encouraging was the fact that those types of travellers who traditionally produce
the highest percentage of our revenue increased significantly. Together with the
fact that there was an increase in travel to this Province from the rest of Canada,
we may state with confidence that another record year for travel has been achieved.
Conventions also produced a large increase in revenue over the previous year,
justifying the importance this Department places on this valuable sector of the
industry.
The means to establishing much improved communications throughout the
Province with the accommodation sector in particular and the industry in general
has been set up by placing permanent Accommodation Counsellors in Prince
George, Williams Lake, Kamloops, Kelowna, Nelson, Vancouver, and Victoria.
Together with the computerization of our tourist directory, this step should provide
an excellent service to the operators of our tourist facilities.
Our research programme, in co-operation with the Canadian Government
Office of Tourism, is proceeding very well. It is being used to determine where
the industry stands as of now, and in what directions it should be developed and
promoted.
An innovation this year was the inauguration of the Royal Hudson recreation
train on June 20, running from North Vancouver to Squamish. The schedule was
originally intended to end at the Labour Day week-end, but by popular demand
it was extended to Thanksgiving Day. The demand for seats was so great that a
reservation system had to be created after the first few days of operation. Our
grateful thanks are extended to Bob Swanson and all the persons who made the
restoration of this marvellous train possible, and to the staff of the British Columbia
Railway who operated the train so well on behalf of this Department.
Our magazine Beautiful British Columbia continues on its happy way in spite
of problems arising from the computerization of the subscription list and the necessity of increasing the price.
The eight tourist regions of the Province have developed exceedingly well, and
have used all increased funds available to them under the Contributing Grants
Fund.
The Community Recreation Branch has also made progress. The Broom Report was submitted to the Government during the year and its recommendations
are being studied. One such has already been put into effect regarding the former
sports festivals. The concept has been broadened to include recreational and cultural activities as well as sports, with a view to developing complete festivals at the
local level. Promotional activity is now aimed primarily at encouraging participation, and management of the British Columbia festivals is vested in the Community
Recreation Branch.
11
 H 12
BRITISH COLUMBIA
Details of the foregoing activities are included in the body of this Report.
I cannot conclude this report without acknowledging the support and assistance
we have received from the private sector of the industry and from other departments
of Government. In regard to the former, mention must be made of the B.C. Motels,
Resorts & Trailer Parks Association; the B.C. Hotels Association; the Convention
Committee; and our regional tourist authorities.
Departments of Government to be thanked are Public Works, Highways, Provincial Secretary, Health, Recreation and Conservation, Economic Development,
and many other departments and branches.
My sincere gratitude is also extended to a hard-working and dedicated staff in
all the branches and sections of this Department. The best programmes in the
world are of little value if they are not carried out properly. Our staff have more
than met all the responsibilities and demands made of them.
 REPORT OF THE TOURIST INDUSTRY, 1974 H 13
ADVERTISING
D. Livingstone
GENERAL
With the general objective of increasing the net revenue of all components of
the tourist industry, it has been continuing policy to assess the needs of historic
markets and explore the potential of new markets. It follows that our neighbouring
provinces, territories, and the Pacific states need continued nurturing and, of increasing importance, the markets in Eastern Canada and the east-central United
States should be developed.
Whereas the short-distance traveller to British Columbia originates from all
walks of life, it has been reasonably established through research that the long-distance traveller generally has a higher income, a higher education, and a desire to
try something different. Indeed, the competing destination is usually offshore.
A selective audience media mix was required for the target audience, within the
budget, for the long-distance traveller.
The Department gave attention to the encouragement of travel throughout
British Columbia by residents of the Province.
THE UNITED STATES MARKET
National
The United States traveller to Canada, as revealed by research, belongs to an
upper-scale group, above average in income, education, and occupation. To reach
this segment of the market, selected publications of an upscale nature were used
for advertising purposes, magazines such as Harpers, Smithsonian, New Yorker,
etc.
East-central
Based upon previous information, this market ranked second to the Pacific
mountain states in incidence of travel to British Columbia. A test market conducted in Cleveland and Detroit showed that awareness of the advertising was
generally high but that knowledge of British Columbia in particular was quite low.
Concentrated advertising using radio and the National Geographic achieved a
significant increase in awareness of British Columbia among the upper-income segment of the population.
Washington, Oregon, and California
The proximity of these states to British Columbia broadened the market to
include the automobile traveller. Radio, newspapers, and busboards stressed the
spring and fall vacation opportunities, thereby attempting to increase shoulder
months and off-season traffic.
THE CANADIAN MARKET
Ontario
Based upon previous research that Ontario was a profitable market, it was
decided to advertise there using radio and upscale magazines. Co-operative newspaper advertising with national airlines coincided with the general campaign.
 H 14 BRITISH COLUMBIA
Prairie Provinces
The proximity to British Columbia poses a similar approach as that used for
neighbouring states. Regional magazines, radio, busboards, and a particular
emphasis in the "Explore Canada" campaign were used to promote travel to this
Province. A special campaign in farm publications was initiated to attract winter
visitors.
British Columbia—Interregional
The theme of encouraging residents of British Columbia to travel within their
home Province required the use of all daily and weekly newspapers, with a radio
component.
 REPORT OF THE TOURIST INDUSTRY, 1974
H  15
RESEARCH
G. D. Hall
The Research Section of the Department has had an ambitious year in conjunction with the B.C. Research Council in Vancouver and the Canadian Government Office of Tourism in Ottawa. B.C. Research has been fulfilling an advisory/
co-ordinating function, while the Federal Government has made funds available
on a shared-cost basis for travel research and planning.
In 1973, B.C. Research undertook a review of travel data sources and research requirements which indicated a number of areas where information was
lacking. As a result, six topics were studied. The use of recreational vehicles
(RV) in British Columbia was the subject of one of these studies and it indicated
that British Columbia residents own more than 100,000 recreational vehicles, or
the equivalent of one household in seven. Visiting RV drivers account for about
one-half of the total camper-nights in the Province, while contributing about $36
million of the estimated $70 million spent by RV users in the Province.
The tour business was studied in another report which presented the typical
tour traveller as being over 40 years of age, married, a skilled tradesman or retired,
and combining parts of Alberta in his trip. It was determined there were 450,000
nonresidents taking tours of British Columbia while spending $15 million.
Marketing and promotion within the British Columbia travel industry was the
topic of a third report commissioned to aid in the development of future marketing
and promotional plans. The report indicated that there was a need for a fresh
appreciation of the scale of present promotional activities in view of the enormous
potential that exists in the field. Further recommendations suggested that the
Province could benefit by developing new travel destinations as well as undertaking
a reassessment of traditional markets.
The cataloguing of existing and potential core areas or travel destinations was
undertaken in another report titled Major Travel Industry Core Areas in B.C. A
total of 40 developed core areas and 14 potential areas was discussed, with physical
descriptions provided for the former and specific suggestions for the latter with
regard to transportation, attractions, and accommodation.
Ski-ing in British Columbia was studied to determine the size, viability, and
potential of the industry and its impact on travel. Estimates were made on downhill ski-ing capacity, regional distributions, trends, projections, skier profiles, and
expenditures.
The final report commissioned by B.C. Research was a study of the impact
of the B.C. Festival of Winter Sports, which provided information on participation
and awareness. Useful suggestions for restructuring the festivals were also presented and subsequently incorporated into the revised festival format.
The topic of another study completed this year was tourism development in
the Pacific Rim National Park, which documented present and projected tourist
volumes in the area as well as possibilities for development. The recommendations
are presently being discussed and reviewed before local input is solicited regarding
development alternatives in the area.
Projects undertaken with the aid of the Department of Labour's summer employment programme included an analysis of inventory of restaurants, transportation facilities, and events and attractions; a look at the tourism situation in northwestern British Columbia; and the compilation of origin/destination traffic statistics
generated by the Department of Highways. In addition, work was started on a
programme of upgrading the qualifications of small motel/resort operators through
the production of a manual titled How Do I Set My Rates?
 H 16
BRITISH COLUMBIA
An impact study of the Royal Hudson Squamish Excursion was undertaken to
obtain cost/benefit information on the operation of the train, plus passenger reactions and profiles. The conclusions of this report should provide valuable
information to assist in the operation of the train in coming years.
The most exhaustive project of travel research undertaken this year, however, has been the survey of visitors to the Province over the summer months. From
June to September, 8,000 automobile visitors and 1,200 air, bus, rail, and boat
travellers were interviewed regarding their trip, purpose, origin, party size, and
expenditures. As a supplement to this information, mail-back questionnaires were
handed out which are returning at a rate of 60 per cent. Analysis of the data
started in the fall of 1974, and results are expected early in 1975.
1972 1973 1974
U.S. visitors   3,517,729 3,509,825 3,475,000
Other foreign visitors      105,815 126,285 168,000
Total non-Canadian
visitors   3,623,544 3,636,110 3,643,000
During 1973 a small decrease in American traffic across the United States
border was noted, but a dramatic increase in overseas visitors was recorded. Figures
were available only to September 1974, at the time of writing, but an estimate for
the year based on activity during the first nine months of 1974 resulted in a projected total of about 3,475,000 Americans, a drop of 1 per cent. Traffic from other
foreign destinations was up 33 per cent this year and estimates indicate that
Canadians from other provinces are visiting British Columbia in greater numbers
than ever before, resulting in a probable slight net increase in nonresident tourist
traffic. The number of British Columbia residents touring within the Province,
traditionally accounting for more than half the trips taken by residents, was also
estimated to be up this year.
The following comparison demonstrates the growth of the travel industry over
a 10-year period, and reveals that since 1964 revenue from travel in the Province
has increased fourfold.
TOURIST revenue
900
800
700
500
400
300
200
♦
^_______ Jt
*
—-^	
...-••[    ._.._. i   i i   I   i
1965   1966   1967   1968   1969   1970   1971   1972   1973   1974
Year
 REPORT OF THE TOURIST INDUSTRY, 1974
H 17
ESTIMATED TOURIST REVENUE
Gross revenue from tourism has been estimated at $869 million for 1974.
The latest figure, $110 million more than a previous estimate, emerges from a new
study by B.C. Research titled Visitors '74. The 1974 revenue was 16 per cent
greater than revenue in 1973.
The study was conducted to establish facts on nonresident travel patterns. It
also confirms tourism is the Province's third largest industry.
From June to September last year, 4.1 million nonresidents spent $342 million
in British Columbia. For the year it was $569 million. Altogether, 7.2 million
tourists came.
Some 57 per cent of all visitors came from the United States, 40 per cent from
other parts of Canada, and the remainder from overseas. United Kingdom residents
formed the major segment of global arrivals, followed by Japanese and Australians.
A taut U.S. economy, plus last year's energy crisis, resulted in less automobile travel
by United States residents.
About eight of every ten visitors arrived by automobile. Fourteen per cent
used public transport, 5 per cent other means. Overseas people preferred public
carriers. Patrons of air, ship, bus, and rail travel, the biggest spenders, contributed
almost 33 per cent of all tourist revenue.
Rising car and fuel costs and reduced charter fares have emphasized the merits
of public carriers. As a consequence, plane, bus, sea, and rail travel showed significant gains in 1974. Bus and rail traffic to and within Canada increased by 22
and 134 per cent, respectively.
Automobile visitors stayed an average of 4.6 nights and spent approximately
$75 each during that time. Visitors from Oregon and Washington, on the other
hand, stayed 2.8 days for an outlay of $60. Residents from Ontario and other
provinces stayed more than eight days and contributed $110. Air travellers spent
$239 apiece for a 14-day stay, while arrivals via coastal cruise ships spent $108
for their two-day sojourn.
Americans visiting British Columbia outnumbered Canadians by almost 3 to 2.
Thirty-seven per cent of Americans came from Washington and Oregon; 13 per
cent were Californians and 11 per cent from elsewhere in the United States. Thirty
per cent of Canadians belonged to Alberta and 3 per cent came from Saskatchewan.
The remainder were from eastern Canada.
Seventy per cent of visitors were solely on vacation or pleasure trips. Another
19 per cent were visiting friends and relatives. Under 6 per cent of all business
men used their cars to visit us.
Automobile parties were mostly families. Slightly more than 33 per cent
included children, most of whom were more than 6 years old. The majority of car
travellers were between 36 and 55 years of age.
One party in every four travelled in a recreational vehicle of some sort. The
survey estimates 927,300 people came in 281,000 such vehicles. These visitors
stayed an average of 6.4 days and spent some $65 million during the summer of
1974.
Truck campers were used by 42 per cent of visitors using recreational vehicles,
motor homes by 23 per cent, and travel trailers by 22 per cent. Tent trailers were
popular with Albertans and other prairie arrivals.
 H 18 BRITISH COLUMBIA
SPECIAL SERVICES
B. H. Atkins
Beautiful British Columbia magazine is now in its 16th year of publication.
For the fall issue the printing order increased from 334,0000 in 1973 to 400,000
in 1974, and the winter issue from 358,000 in 1973 to 440,000 in 1974. Paid
subscriptions increased by 30,000 to 285,000. A total of 340,000 copies of the
1975 Calendar Diary was printed and offered as part of the pre-Christmas promotion to subscribers.   The magazine is mailed to more than 80 countries.
In 1974 there appeared in the magazine 26 photo-stories dealing with a variety of subjects depicting the Province and its people. It is the major promotional
publication of the Province, and the prime goals of the magazine are to illustrate
the beauties of its geographic regions, the way of life of its people, and the great
variety of its attractions to potential tourists.
It has always been our policy to encourage submissions from free-lance journalists. With the publication of Volume III, "This is British Columbia ... a
poetic reflection," there was a marked increase in illustrated submissions throughout the year. In all, a total of 267 articles and photographic submissions was received, with 15 articles and 90 photos used in the magazine, as well as those used
in the special publication.
Those articles in the magazine which brought the most response were the
Mount Edziza Provincial Park in the spring issue (Reader's Digest requested the use
of a number of these photographs for a Canadian book of geography they are publishing); the Doukhobour story in the summer issue; and the Autumn Artistry
essay with its Province-wide fall scenes.
Letters to the editor came from as far away as Malaysia, India, South Africa,
England, and Costa Rica, requesting information on such widely divergent subjects
as housing for university students, river raft expeditions, a place to buy British Columbia jade in England, immigration to Canada, Boy Scout troops, and location
of a Canadian company manufacturing window sashes. The desired information
was always relayed to the best of our ability.
Printing promotional literature—It necessarily follows that with the steadily
increasing importance of British Columbia as a mecca for tourists, there has been a
growing need for informational and promotional literature to meet the varied interests of the travelling public. Expo '74, Spokane, accounted for a substantial increase in the demand for literature on British Columbia. The layout, design, and
printing of over 20 brochures to meet the requirements of the Department of Travel
Industry were handled by this office.
Photographic services—The photographic section continued its well-known
services to magazines, writers, and publishers throughout North America and other
parts of the world.   In all, over 21,000 photographic prints were produced.
Through the services of the front office, we have selected and sent out over
9,500 illustrations to meet the requirements of magazines, periodicals, free-lance
writers, etc.
Whereas the inclement spring weather was detrimental to photography, the
good weather through an extended summer gave the still photographers an opportunity to make up their earlier losses in production, bringing the major part of the
year's shooting to a satisfactory conclusion. In all, approximately 2,190 colour
negatives were added to selection files by staff photographers. These photographs
are available for use in Departmental promotional pieces, by other Government
agencies, magazines, etc.
 REPORT OF THE TOURIST INDUSTRY,  1974
H 19
.... :„ d..v;<.i. rnt,,n,h;n
Rritlrh Cnhimhia's West Const.
 H 20 BRITISH COLUMBIA
From July through September, Gordon Whittaker took 600 photographs and
1,400 35-mm. slides as the start on a three-year project to update completely the
black-and-white and colour-slide files.
"This is British Columbia ... a poetic reflection," Volume III of the
Beautiful British Columbia magazine's special publications, was produced and
released to meet the Christmas market. At the invitation of the Department, poets
(primarily those living in the Province) submitted approximately 3,000 writings for
consideration of use in this volume. All were read and considered. Those best reflecting the thoughts of the majority were conjoined with the submitted illustrations
to carry through the over-all theme for the publication. The high standard of
submissions, both written and photographic, to be combined within the volume,
made the selection a difficult task indeed. We are grateful to all contributors, ranging in age from 8 to 85, who played a part.
A regular edition of 75,000 copies has been printed, to be sold for $3 each,
and a hard-cover deluxe edition of 7,500 for a price of $5 each.
Royal Hudson train—Special Services played a very active role in the launching of the Royal Hudson train excursion from North Vancouver to Squamish. With
the handing-over of the train to this Department as a tourist attraction on short
notice last spring, establishing a summer programme and an inaugural run for
June 20 became an exciting challenge.
Considering the following facts: that at the first of June Bob Swanson and
his merry men still had large pieces of the steam engine spread all over the roundhouse floor and were searching Canada for spare parts; that the B.C. Railway had
track to build and replace, staff to hire and train, and schedules to reorganize to
make time on the rails; that Squamish (basically a logging community and unaccustomed to tourism) had to adjust for the coming onslaught of over 500 hungry
people arriving at lunch-time in a town with approximately 350 restaurant seats;
that, apart from the Deputy Minister's model railroad, the Travel Industry staff
couldn't recall what a steam engine was; that the whole programme came together
so completely and on schedule is a credit to all who gave of their time and enthusiasm.
From the inaugural run of June 20 to the end of September the excursion was
a roaring success. All seats were sold out a month in advance, and every day saw
line-ups of hopefuls seeking cancellations. Inquiries and bookings came from all
over North America, with requests for a seat or for reservation of the whole train
for an excursion.
Municipalities lifted their noise ban on the basis that the whistle and bell of
the Royal Hudson were "music to the ear." To the last day of the season, children and housewives ran to the doors of their homes to wave to the passing visitors,
and camera fans followed by car along the highway to record on film this adventure
into the past.
Press coverage was well received throughout the world, focusing attention
on British Columbia.
As the season progressed, an observation car and a club car were added to the
train to further enrich the excursion for the average 530 daily passengers. The
names displayed on the side of the coaches are as follows: (Baggage car) Prince
George; (Observation car) Mount Garibaldi; (Coaches) Mackenzie, D'Arcy,
Squamish, Clinton, Quesnel, Lone Butte, Lillooet, Pemberton, and (the Club car)
Brandy wine Falls.
 REPORT OF THE TOURIST INDUSTRY,  1974
H 21
Throughout the summer a total of 46,000 enthusiasts rode the train to Squamish. The people of Squamish are most pleased with the programme that has
stimulated a tourist industry for their community.
 H 22 BRITISH COLUMBIA
BRITISH COLUMBIA FESTIVAL OF SPORTS
D. Livingstone
The third British Columbia Festival of Winter Sports, January 17 to February
4, 1974, saw the development of four new community festivals and a marked increase
in participation and general public interest in a variety of winter sports and recreation activities.
Provincial Secretary and Minister of Travel Industry, the Honourable Ernest
Hall, traditionally opened the Winter Festival with the lighting of a symbolic flame
in colourful ceremonies atop Grouse Mountain on the evening of Thursday, January 16, 1974.
A multi-media advertising and promotion campaign, in the primary target areas
of British Columbia, Alberta, and northwestern United States, was undertaken by
the Department of Travel Industry.
Colourful travel posters were produced in a quantity of 4,500 and were widely
distributed throughout the Province in schools, arenas, store windows, and other
areas of high pedestrian traffic, with the assistance of Recreation Directors and
sports organizations. International displays were achieved through the courtesy
of CP Air.
Ten thousand smaller posters, with spaces for local event printing, were distributed in requested quantities to each event chairman. These were displayed on
a local/regional basis by event organizations to assist regional attendance at events,
and were evident in large numbers in communities throughout the Province.
One hundred and fifty thousand Schedule of Events folders were produced.
Each festival event was listed in detail and the folder was designed to inspire maximum public reaction. Target-area distribution and display were achieved throughout British Columbia with the voluntary assistance of the Canadian Imperial Bank
of Commerce; Automobile Associations in Alberta, Washington, Oregon, and
British Columbia; British Columbia Ferries; CP Air; and Pacific Western Airlines.
Auto club publications were employed in the target area to promote availability
of Schedule of Events folders through prime, out-of-Province distribution centres.
Newspaper advertisements in daily and weekly newspapers urged acquisition of
the folders, then added impact prior to each festival week by including a full listing
of all weekly events.
Television advertising appeared on all channels serving British Columbia
(including Seattle/Tacoma) and in Edmonton and Calgary. Schedule of Events
distribution was highlighted. A series of 60-second radio commercials was broadcast on every station in British Columbia and on selected stations in Alberta. One
of the spots was designed with air-time for local event copy to be aired in multiple
broadcasts during Wednesdays, Thursdays, and Fridays preceding each festival
week-end. All spot radio information was co-ordinated, written, and distributed by
the festival sports committee. More than 790 mailings were required to achieve
the desired local/regional broadcasting of event information.
In all, more than 25 million advertising impressions were created by the multimedia campaign.
More than 8,000 press releases were dispatched to newspapers, radio and
television stations, and wire services during the weeks preceding the Festival of
Winter Sports period. Broadcast media used the material extensively and hundreds
of press stories covering Winter Festival pre-publicity and results were clipped from
daily and weekly newspapers.
 REPORT OF THE TOURIST INDUSTRY,  1974
H 23
A number of magazines published event listings and feature stories and several
television and radio interviews were arranged, including a one-hour programme of
Community 10 television in Vancouver and on the "Good Morning" radio programme on CBU. The contributions of all news media, in providing added support
for Winter Festival events, are acknowledged and appreciated by the festival
committee.
The Festival of Sports communications network (COMNET) is a special
service provided by the Festival of Sports organization to assist local event chairmen
in the distribution of results to all media on a Province-wide, national, and international basis. Through the courtesy of the B.C. Telephone Company, a special
COMNET telephone service is installed in the Festival of Sports office. Each event
chairman is provided with a special COMNET card, listing the collect telephone
number to be used to report festival event results during each Sunday afternoon and
evening of the festival period.
The COMNET service telephones are manned by experienced reporters who
receive and document event results from all over the Province. The results are
compiled into news stories for immediate distribution to all newspapers, radio and
TV stations in the Province; to Canadian Press, national wire service, and their
broadcast arm, Broadcast News. The special telephone service, provided by the
B.C. Telephone Company, is invaluable to the massive communications requirements preceding and during the festival period, and is greatly appreciated by the
festival committee.
Whether you call it a winter carnival, a snowfest, or a mukluk rendezvous, the
concept of community-wide, mid-winter celebrations holds the key to expanded
participation for the Province-wide Winter Festival programmes of the future. The
parades, pageantry, cultural, recreation, and sports events that combine to create
total community involvement and participation represent a format that has unlimited
development potential for the benefit of British Columbians of all ages.
The advent of new community-wide festival programmes in 1974 in Burns
Lake, Fort St. John, Kelowna, and Williams Lake, and the continuation and expansion of established winter carnivals in Prince George and Vernon, should all serve as
successful examples for communities of all sizes throughout the Province.
The fifth annual British Columbia Festival of Sports, May 16 to June 3, 1974,
was a resounding success.
Seventeen community participation festivals, ranging in duration from two
to nineteen days in length, and more than 310 tournaments and sports and recreation programmes were staged throughout the Province. Approximately 150,000
people participated in close to 100 British Columbia centres. Out-of-Province
participants came from eight Canadian provinces and one territory, sixteen American
states, and from six other foreign countries.
In addition to increased popularity and participation of the 1974 Spring Festival,
the event saw the implementation of several new policies. First, a greater emphasis
was placed on the encouragement and development of community festivals that
included recreation, cultural, and social events as well as sports programmes.
Second, the advertising campaign in newspaper and radio media was designed
to provide greater impact on a local/regional basis throughout the Province. Five
thousand full-colour travel posters featuring the variety of sports themes and dancing were distributed and displayed throughout British Columbia, in other parts of
Canada, and in several foreign countries.
Regional insertions in daily and weekly newspapers preceding each festival
week listed the detail of all regional events and achieved a combined potential
readership of more than 60 million.
  REPORT OF THE TOURIST INDUSTRY, 1974
H 25
Distribution of 200,000 Schedule of Events folders was widespread. The
Canadian Imperial Bank of Commerce voluntarily assisted with primary distribution
with special displays in more than 220 branch offices throughout the Province.
Thousands of folders were distributed through seat-pack display with the co-operation of CP Air and Pacific Western Airlines. Automobile clubs in British Columbia,
Alberta, Washington, and Oregon assisted with distribution and display, as did
B.C. Ferries; the Department of Travel Industry; and members of the B.C. Motels,
Resorts and Trailer-Mobile Home Parks Association.
A concept called "Do-Nut" radio spots was utilized on all radio stations
throughout British Columbia. The preparation of live announcement copy promoting festival events was prepared and co-ordinated by the festival committee and
distributed for on-air announcement prior to each event. This process required
more than 1,100 individual mailings.
During the three-month period prior to the Spring Festival, press stories were
prepared and distributed to all media in British Columbia and neighbouring
provinces and states.
A dozen half-hour television shows were produced and aired through the cooperation of Community 10 television in North Vancouver and Vancouver. Radio
interviews were arranged on 23 stations on Vancouver Island, the Lower Mainland
area, and in other parts of the Province.
The festival's communication's network (COMNET) again co-ordinated the
results of sports activities throughout the Province, prepared news stories and
achieved broad distribution and publication of these activities through various
media. COMNET telephone services, donated by the B.C. Telephone Company,
were once again greatly appreciated by the festival committee. Both the Winter and
Spring Festivals of Sports in 1974 continued to play an important and popular role
in the development of expanded participation in sports and recreation programmes
throughout the Province. The continuing growth in numbers of community festivals
involved in the British Columbia Festival Programmes, and the new, broader
concept of future festivals to include performing arts, visual arts, crafts, music and
dance, and the entire spectrum of cultural and recreation activities, will continue to
provide an increasing benefit to all those associated with the development of community programmes and the travel industry.
 H 26
BRITISH COLUMBIA
BRITISH COLUMBIA HOUSE, LONDON
K. B. Woodward
Carriers between United Kingdom/Europe and Western Canada continued to
report an increase in traffic as well as frequency during the year 1974; also, traffic has increased between West Germany and Western Canada. It is interesting
to note the travel trend to British Columbia through the Scandinavian Airlines that
fly to Seattle. The situation will be looked into as an additional route to assist us
to sell British Columbia as a vacation destination in this area.
We continue to co-operate with the Canadian Government Office of Tourism
and all air carriers to encourage travel writers, travel operators, freelance writers,
and publishing houses to assist us in creating a general awareness aimed at the consumers in this area.
It was arranged that a team of movie photographers travel to British Columbia
to film a documentary called "Whicker's World." This film will be shown in England, New Zealand, Australia, and Fiji and will be exposed to a massive audience.
Special emphasis has been given to travel agents and tour operators who require assistance in planning group and independent packages. Individual travel
inquiries received by mail, telephone, and in person continue to increase, as well
as the demand for films from our film library.
We continue to co-operate with Alberta to sell the Canada West concept,
which is proving to be most successful. The 1974 figures are not available at
this time; however, the following is an indication of the travel trends from this
area to British Columbia:
1972
1973
Plus or
Minus
Per Cent
27,506
7,045
6,048
2,056
1,418
1,464
937
1,321
976
703
36,169
7,970
7,263
1,791
1,584
1,489
1,360
1,438
1,056
869
8,663
925
1,215
—265
166
25
423
117
80
166
31
13
Netherlands	
20
— 13
Sweden	
12
2
45
9
Italy                                                                  	
8
24
 REPORT OF THE TOURIST INDUSTRY,  1974 H 27
BRITISH COLUMBIA OFFICE, LOS ANGELES
Victor A. Downard
During 1974 the Department of Travel Industry in Los Angeles was faced
with the most unsettled general conditions it has yet experienced.
From January through April, gasoline was very difficult to obtain and, while
there was no rationing, line-ups were between 45 minutes and an hour to obtain
sometimes as little as 3 gallons. Many gas stations closed down permanently.
Home and industry power rationing was in effect and unemployment was on the
rise. The price of gasoline during this three to four-month period rose from around
38.9 cents per gallon to an average of 58.9 cents per gallon for premium. Housing
and food costs also rose considerably during the year.
About the middle to the end of May there was suddenly plenty of gasoline
available and home power rationing was discontinued.
We were fortunate a decision was made early in the year to have our usual
late winter and early spring promotions; when conditions finally improved in the
United States and people discovered the huge price increases for European and
Asian travel, coupled with unsettled conditions in many parts of the world, it very
quickly became apparent they were going to travel North America where, even
though costs had risen, conditions remained fairly stable.
The Los Angeles office, assisted by personnel from head office, participated in
several travel shows and promotions during the year.
The first of the shows was the Anaheim Sport, Vacation and Travel Show held
at Anaheim Convention Center between January 3 and 12, 1974. This show was
a co-operative effort with the Pacific Northwest Travel Association. The British
Columbia literature was supplied by the Los Angeles office and we also assisted
with the staffing of the booth. The Phoenix Sport, Vacation and Travel Show, held
between February 19 and 24, 1974, had about 45 to 50 per cent of the displays
compared to the 1973 show, due mainly, I would think, to the energy crisis. Attendance at the show was down accordingly. Werner Buck's Los Angeles Sport,
Vacation and Travel Show was held in April at the Los Angeles Convention Center.
Again, the Pacific Northwest Travel Association booth was used and as nobody
from head office in Victoria was in attendance, the Los Angeles office supplied
personnel and British Columbia literature for the booth. These shows suffered
from the energy crisis to the extent that entries and attendance were below former
years.
The 1974 spring promotion started off with a joint promotion of Harper's
Bazaar, all the Robinson's stores in Southern California, and ourselves. Displays
and literature were placed in all participating stores and advertising was simultaneously placed in Harper's Bazaar magazine. Following this promotion was the
main thrust of our spring promotion, consisting of four consumer shows and travel
agents' receptions and seminars in Torrance (South Bay), Long Beach, Pasadena,
and San Bernardino. The Consumer shows are a joint promotion between the
British Columbia Government, Western Airlines, and the various newspapers.
Films on British Columbia were shown to audiences in the above-mentioned
areas. A special travel kit was handed out to all attending the shows. The number
of shows was reduced from seven in 1973 to four in 1974 due to the energy situation and some newspapers being short of newsprint. Attendance was down slightly
from last year, with approximately 950 per show.
Travel agents' receptions and seminars were held prior to the consumer shows
in the cities involved to alter the travel agents to the upcoming shows and get their
 H 28 BRITISH COLUMBIA
participation in promoting British Columbia. Ticket distribution for the consumer
shows through the travel agents was handled by the various newspapers at the receptions. This enabled the travel agents to arouse the interest of their clients to
attend the shows. Travel agent attendance at the receptions and seminars averaged
60 to 65.
In addition to the above-mentioned consumer shows and travel agents' seminars, we had two large dinners and one luncheon for the travel agents. The first
of these was a dinner for the Los Angeles area, held at the Sheraton Universal Hotel
in North Hollywood, with an attendance of between 350 and 400; the second was
a travel agents' luncheon, held at the Sheraton Airport Inn on Harbour Island in
San Diego, which drew between 75 and 80 agents; and the third was a dinner in
Phoenix, Ariz., held at the Camelback Inn, with an approximate attendance of 180
guests. Our dissolve slide presentation was shown at the dinners and luncheon and
keen interest was developed in British Columbia.
This year, for the first time, we made good contact with the executive of the
Far West Ski Association and in May, in conjunction with the Canadian Government Office of Tourism and Travel Alberta, were invited to present a programme
at their spring organization meeting. The travel chairman and executive officers
of 80-odd ski clubs forming the Far West Ski Association (35,000 members) were
in attendance (this meeting is closed to the general membership). Head office
personnel from Victoria came down for the day-long seminar and by hosting the
luncheon we had practically a captive audience and were well received in "selling"
them on British Columbia and Western Canada ski-ing. During June, in conjunction with the Canadian Government Office of Tourism, Western Airlines, and CP
Air, a joint ski seminar was held, with approximately 300 skiers from the Far West
Ski Association, and this again put us in close contact with the officials of various
ski clubs in this area.
In September of 1974 we were approached by George Cain, Reservations and
Information Manager of Western Airlines, to see if we were interested in making
a British Columbia presentation to their telephone sales and information staff.
Accordingly, we arranged to have a "tea and crumpet" presentation which ran
between 9 a.m. and 6 p.m. on September 30. Assisted by head office personnel
from Victoria, we had "tea and crumpet breaks" at 30-minute intervals throughout
the day, which replaced the usual coffee and lunch breaks. Approximately 300
to 325 reservations and sales personnel came to see our slide presentation and listen
to our British Columbia programme.
During the month of October the Canadian Government Office of Tourism in
Los Angeles held seven ski and winter vacation travel agents' seminars in Southern
California and we were invited to participate in these. Los Angeles office personnel
participated in the seminars at Pasadena, Long Beach, Anaheim, Los Angeles, Santa
Barbara, and North Hollywood. Attendance at the seminars averaged between 50
and 60 and lively interest in British Columbia was shown by the travel agents
attending.
British Columbia had its own booth in the ski show at Los Angeles Convention Center, October 24 and 27 this year. Head office staff and ski personnel
from British Columbia were in attendance and personnel from the Los Angeles
office, CP Air, and Western Airlines completed the staffing.
During the year we were able to make some good contacts with feature and
travel writers through the close co-operation of the Canadian Government Office
of Tourism. We were able to get a number of good articles in some of the trade
journals and newspapers on ski-ing and winter sports, special events, and general
travel in British Columbia.
 REPORT OF THE TOURIST INDUSTRY,  1974
H 29
Field trips were made throughout the year and calls were made on tour operators, wholesale packagers, travel agents, travel clubs, airlines, rail and bus operators, and district offices of the automobile clubs. Our close association with the
automobile clubs of Southern California and Arizona continues to be one of our
most successful efforts. The automobile clubs of Southern California and Arizona
have a combined membership of just under two million. We have again provided
their travel training departments with travel seminars and slide presentations on
British Columbia. This type of promotion has been very beneficial to us and we
will continue to maintain a good working relationship with them. With more than
80 offices in the two states and their central literature distribution centre, we are
provided with a large number of outlets for our literature.
General work in the office has increased considerably over previous years.
During this year we have had three major mailouts of between 1,000 and 1,050
pieces. While mail and telephone inquiries were quite light in the early part of
the year due to the energy crisis (gasoline shortage), they started to come in ever-
increasing numbers and continued in large numbers all summer, and even in early
October were running as high as 20 a day.
The number of people wishing immigration information with reference to our
Province has again increased considerably through this year. We gave these people
as much information as possible on business conditions, employment opportunities,
retirement locations, etc., and in all instances they were referred to the Immigration Department at the Canadian Consulate office in Los Angeles.
From observations, we feel that if conditions remain as they are world-wide
at the present time, and with the increased interest shown in British Columbia by
the residents of this area, our Province will continue to have an increase in the
number of people visiting British Columbia through 1975.
 H 30 BRITISH COLUMBIA
BRITISH COLUMBIA OFFICE,  SAN FRANCISCO
Harry Harrod
Prospects for a normal influx of tourists from the Northern California market
appeared uncertain at the beginning of the year, as they did throughout the United
States, due to restricted availability of gasoline for long-distance motor travel.
Accordingly, promotional activities concentrated on travel by air, bus, boat,
and train, and the use of car-rental facilities within the Province, with a gratifying
increase in the number of inquiries for this type of vacation trip. Wholesalers increased the number of package tours, especially in conjunction with Expo '74 in
Spokane, and it is worth noting that agents here were offering a total of 240 package tour departures to British Columbia destinations during the summer season.
However, the lifting of the Arab oil embargo in mid-March resulted in an
immediate increase in gasoline availability and a consequent jump in the rate of
inquiries from automobile travellers. The upsurge of motorist inquiries registered
increases of 11 and 15 per cent in April and May, compared with the same months
last year.
Projected to the end of 1974, total tourist inquiries for this year are estimated
at approximately 9,100, which is almost 4Vi per cent more than the revised total
of 8,714 recorded in 1973. In addition, approximately 1,000 inquiries from travel
agents and automobile clubs matched a similar number in 1973.
Major promotions in which this office participated during the year included the
following:
(a) The San Francisco National Sports and Boat Show in the Cow
Palace, January 11 through 20, where head office assisted in manning our 20-foot exhibit and total attendance was estimated at
371,000.
(ft) The Central Valley Promotion, April 1 through 4, a joint promotion
with CP Air in co-operation with McClatchy Newspapers and the
Stockton Record, consisting of hour-long travel film shows in Fresno,
Stockton, Modesto, and Sacramento to a total audience of close to
5,000. The Director of Special Promotions and head office personnel travelled to the Central Valley for these consumer shows
which were climaxed by a very successful dinner in Sacramento,
April 5, when 140 area travel agents and media representatives
viewed the Department's new audio-visual presentation.
(c) Far West Ski Association's Ski Carousel, in the San Francisco Airport Hilton, May 16, a post-season meeting of ski club officials
where, in co-operation with Canadian Government Office of Tourism, Travel Alberta, CP Air, and PWA, our Department co-hosted
the official reception and a hospitality room. British Columbia ski
films were shown and a prize-draw conducted offering a five-day
ski vacation in the Kootenays.
(d) Since the above-mentioned Ski Carousel was open to all western
United States ski resorts, another ski seminar, exclusively for Western Canada, was held by the same co-sponsors in San Francisco's
Westbury Hotel on June 26, aimed at newly elected ski club presidents and trip chairmen as well as members of the Northern California Ski Writers Association. Our Director of Winter Travel
Development attended both seminars and on the latter occasion was
joined by representatives of Whistler Mountain and Tod Mountain.
 REPORT OF THE TOURIST INDUSTRY, 1974 H 31
The Kootenay ski holiday package was again drawn and a feature of
the evening was the showing of Tod Mountain's new ski film.
(e)  Pre-season ski seminars for the travel trade and ski press were again
held this year, in co-operation with CGOT, Travel Alberta, CP
Air,  and PWA, preceding and following the San Francisco Ski
Show.   Venues and dates were San Francisco, October 15; Berkeley,
October 16; San Jose, October 17; and Sacramento, November 5.
Guests were 280 retail and wholesale travel agents specializing in
ski packages and local ski writers who were shown a special audiovisual sales promotion prepared by CGOT in co-operation with the
other co-hosts.
(/) The San Francisco Ski Show in the Cow Palace, October 18 through
20, where our 20-foot ski exhibit was exposed to the estimated total
of some 40,000 attending skiers.    Our Director of Winter Travel
Development  attended in company with representatives of Tod
Mountain, Cariboo Helicopter Skiing, and Bartel Tours, and our
exhibit featured the showing of British Columbia ski films and a
video cassette of the novel STOL aircraft ski-ing at Radium.
Other promotion activities which this office arranged or participated in during
the year included pre-convention promotions to the American Mathematical Society
and the Western Association of Grocery Chains in January and February, a showing of British Columbia films to recreational club officials in Lake County in May,
fishing promotions at two San Francisco sporting goods stores in June and July,
and, during the summer, "on board" fanrliarization programmes for British Columbia-bound passengers of the major cruise lines.
Two direct mailings were made to our growing list of nearly 700 retail and
wholesale travel agents and automobile clubs, a travel agents' manual and supporting literature in the spring, and a ski-ing information kit in the fall, while mailings of
Beautiful British Columbia magazine and Wildlife Review were made quarterly
to select lists of travel activators in our market area.
Promotion through the publicity media continued on a year-round basis, with
research assistance being offered to writers for Better Homes & Gardens, San Francisco Examiner-Chronicle, Sunset, Motorland, Harper's Bazaar, and eight other
major publications. Co-operation of our Director of Publicity, our Vancouver office, Vancouver Visitors Bureau, and Victoria Visitors Bureau in helping to arrange
this assistance is hereby gratefully acknowledged.
This representative assisted head office personnel with the British Columbia
segment of a familiarization tour for some 60 members of the American Society
of Travel Writers, Western Chapter, in June, co-sponsored by CGOT, Travel Alberta, and our Department. The co-operative venture replaced the usual summer
press tour arranged by our Department, and, while some writers in the group produced immediate publicity for us, assistance to individual writers was responsible
for most of the British Columbia stories which appeared during the year in 35
different Northern California magazines and newspapers.
Graphic publicity was obtained by the use of our posters in travel agency
windows and a special display provided by our Director of Exhibits which occupied
the CP Air ticket-office window in downtown San Francisco during the months of
June and July.
Showings of our travel films were arranged for the Arizona Geographical Society, the Association of University Women, the California Academy of Sciences,
and films lent to many smaller travel clubs.
 H 32 BRITISH COLUMBIA
While it is impossible to monitor the programme listings of all 24 TV stations
in Northern California, it is known that British Columbia travel and wildlife films
were shown on Bay Area TV stations at least 32 times up to the end of October.
Liaison with the trade was maintained and widened by personal calls on retail
and wholesale travel agents, transportation companies, group travel organizations,
and publicity media throughout the year.
Finally, during the last months of the year, advance preparations for key promotions in the coming year were begun, with meetings held to plan strategy for
the San Francisco Sports & Boat Show, a new travel show in Sacramento, and the
Central Valley Promotion of 1975.
 REPORT OF THE TOURIST INDUSTRY, 1974
H 33
COMMUNITY RECREATION BRANCH
J. H. Panton
GENERAL
The submission of the Broom Report on Leisure Services in British Columbia
and subsequent recommendations, meetings, and announcements made 1974 a year
of encouragement for the Community Recreation Branch. It is expected that this
report will eventually have a far-reaching effect on the services, structure, and personnel of the Branch.
Regular services were maintained, although additional responsibilities such as
a student programme, Federal studies, and British Columbia festivals were additional to the 1973 programme.
The five grant programmes of the Branch were maintained, with special projects, administration, and staff hiring having a very significant impact on recreation
in British Columbia communities.
Number
Special project grants  221
Administration grants  270
Staff-hiring incentive grants  85
Regional district study grants  4
Regional District Recreation Commission organization grants  2
Totals   584
Amount Approved
$
149,882
81,000
184,750
1,600
6,000
423,232
Many communities were able to conduct programmes, camps, seminars, staff
education projects, and other projects which could not have been done without this
help.
During the year, recreation positions were established and salary assistance
was provided through the Branch staff-hiring programme. This has continued to
encourage communities to acquire recreation leadership.
Administration grants vary little from year to year and do assist very small
community recreation commissions to function administratively. The amalgamation
of municipalities and the growth of regional district recreation services will cause
a decrease in the number of unincorporated communities now eligible for this grant
service.
The following major contributions to special Provincial projects were made
during 1974:
Provincial Recreation Conference at Naramata for resource personnel.
European Facilities Study Tour, assistance toward the expenses of
participation of seven community recreation directors.
Camp Managers' Seminar in Burns Lake.
Provincial Drama Festival at Kelowna.
Professional Recreation Seminar at Island Hall Hotel.
British Columbia Arena Auditoriums and Stadiums Provincial Conference assistance.
YM-YWCA leadership seminar.
Outdoor Leadership Camp, YM -YWCA.
(1)
(2)
(3)
(4)
(5)
(6)
(7)
(8)
 H 34
BRITISH COLUMBIA
The above are examples of the aid given to local, regional, and Provincial
projects in all aspects of recreation.
A major change in Branch administration was the placing of the new British
Columbia festival under Branch responsibility.   This is referred to later.
Staff
During the year a new position was opened for a Recreation Consultant II
designated as manager of the British Columbia festivals. The office is located in
Vancouver in the Community Recreation Branch, Provincial Coach's office.
Special Provincial Programmes
The Run-Walk-Cycle-Swim-Skate Fitness Programme
This programme is now becoming a permanent Province-wide activity. In
several schools it is part of the physical education programme and is becoming very
popular.   During 1974, 2,868 males and 2,065 females participated.
Innovation '74
A new programme for recreation students, financed by the Department of
Labour and administered by the Community Recreation Branch, involved the placement of 204 students in summer recreation positions in the Province. The programme was a great success for the students, the communities, and the Branch.
Federal Facilities Study
This study was undertaken by 11 recreation students in communities throughout British Columbia. It was administered by the Branch. The problems encountered in this programme, involving Federal and provincial governments, were
of considerable magnitude.
Provincial Conference
The Branch subsidized the expense of all resource people to the conference.
The Okanagan Community Recreation Branch office, through Jon MacKinnon,
provided assistance in conference organization.
European Facilities Tour
The Community Recreation Branch Special Project programme provided
assistance to each of eight Recreation Directors in British Columbia to participate
in a facility tour of England, Holland, and West Germany. Two members of the
Branch staff were on the tour, which was an educational experience which should
be an asset to recreation facility development in British Columbia.
British Columbia Festivals
A new concept of community involvement centred around communities' activities at set periods during the year was introduced in 1974, to be administered by the
Community Recreation Branch. The first such festival will be in 1975. However,
the Community Recreation Branch established an office and appointed a Festival
Manager. As the programme is developed it has potential to become a very
significant aid to community recreation in British Columbia.
 REPORT OF THE TOURIST INDUSTRY,  1974
H 35
Library Services
The Community Recreation Branch film library continues to grow in film usage
and new acquisitions. The first 10 months of 1974 indicate that approximately
70,760 persons viewed film material on a wide range of subjects relating to recreation, sport, and culture.
The film library is continuing to update its film materials and has embarked
upon a new programme of supplying skills-oriented subjects in Super 8 Ektagraphic
format. A new catalogue for 16-mm. materials is in the production stage as is a
new media catalogue which will encompass film strips, slide-tape presentations,
Super 8 film loops, and video tapes.
Recreation Services for the Blind
Joe Lewis, who is attached to the Community Recreation Branch but works
independently through the Canadian National Institute for the Blind, continued to
provide a varied, interesting, and well-attended programme for blind people. During
the summer of 1974 the Bowen Island camp programme was outstanding.
The wide variety of sports and hobby activities continues to grow and is a
particularly excellent service to the blind people of the Province.
National Involvement of Community Recreation Branch
Preparation for 1975 Canada Games.
Preparation for 1975 Western Canada Games.
Junior Olympics in Edmonton in August. (Gary Clenaghan of the Branch
was Assistant Chef-de-Mission.)
Council of Provincial Directors' meetings at Ottawa, Edmonton, Lethbridge,
and Quebec City.
National Conference of Ministers of Recreation at Halifax and Edmonton.
(G. Pynn, J. Panton.)
Federal Recreation Facilities Study.
Game Plan '76, 1976 Olympic Games.
National Study of Recreation for Handicapped.
Canadian Parks and Recreation Association Conference in Winnipeg. (Attended by J. Panton and R. Lamoureux.)
National Arts Meetings.    (Miss Adamson and D. McCooey.)
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.
This year the British Columbia Physical Fitness and Amateur Sports Fund
was increased $5 million to $20 million, generating approximately $1.4 million,
which is allotted in grants to Provincial sports and fitness associations. During
1974, $1,016,425 was allotted to sports and fitness associations.
The grants to 60 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, national
and international competitions.
 H 36 BRITISH COLUMBIA
The Provincial coaching programme implemented in 1972 was increased in
1974. Provincial Coaches/Technical Directors are now employed for the sports
of baseball, basketball, diving, hockey, soccer, track and field, and volleyball.
During 1974, five Premier's Athletic Awards and 29 British Columbia Athletic
Awards were given to outstanding athletes attending British Columbia universities
or colleges. In addition, 20 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.
Major grants are allotted to the British Columbia Sports Federation, British
Columbia Federation of School 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.
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
is being offered as an ongoing fitness programme throughout the Province annually.
The office of the Co-ordinator of Sports and Fitness has been heavily involved
in the administrative preparations of British Columbia's contingent for the Canada
Winter Games in Lethbridge, Alta., to be held on February 11 to 23. Also, considerable administrative preparations are under way for the Western Canada Summer Games to be held in Regina, August 10 to 17, 1975.
DRAMA DIVISION
Miss A. Adamson
"Arts Access," the Conference called by the Provincial Government to assess
the needs of the artistic community, was followed by the report "Access to the Arts"
prepared by the Department of the Provincial Secretary. Nini Baird, of Simon
Fraser University, was appointed to tour the Province to learn first-hand of the
feasibility of the policy. Her report has been published and is available to all
interested.
As can be seen from this intensive programme, the artistic community is vitally
alive, and when funds are available to assist those in need and to encourage new
programmes and give opportunity to the most aspiring and talented creative artists,
British Columbia could become the inspiration for the rest of Canada.
With the appointment of Paddy English as first theatre specialist to the British
Columbia Drama Association, community drama has received a much-needed
spur. She has travelled throughout the Province, visiting and assisting and inspiring
groups to strive for better productions and thus a higher standard. Paddy English
has been followed by Ray Logie, also a drama specialist, and he continues to
follow the pattern set by Mrs. English.
The British Columbia Drama Association is led by Derek McCooey, Recreation Consultant at Abbotsford, and in his second term Derek is keen to advance
the need of co-operation between community, school, and professional theatre as
well as tie in with other artistic endeavours.
School drama continues to advance. With more teachers specializing in the
arts, productions are taking on an artistic quality not usually seen. Creative drama
in the elementary schools is taking precedence over the more structured play.
Festivals continue as a vital part of the year's programme. Approximately
35 festivals are held annually, including drama, speech, arts, music, and dance.
 REPORT OF THE TOURIST INDUSTRY,  1974
H 37
Drama adjudicators are appointed to assist and teach or act as animators with more
adult programmes.
Workshops continue to play an important role in the field of the arts. With
specialists attending festivals, visiting groups giving of their time and talent, the
realm of possibility for workshops cannot be estimated. The need is there and
the artistic community is reaching out for help and encouragement.
The drama library is expanding; with the acquisition of the drama section
from both Open Shelf and University of British Columbia Extension Department,
plus the scripts from New Play Centre, the library needs elastic walls. The number of requests continues unabated and it is hoped that all in need of material will
make use of the library.
AREA REPORTS
Fraser Valley-Sechelt
(41 Commissions) (D. M. McCooey, Abbotsford)
Community recreation continues to grow, with emphasis on facility, programme, and staff expansion.
Special project grants provided the stimulus for a number of leadership training opportunities as well as experimental programmes in swimming for the handicapped, minor hockey, recreational track and field, and a summer programme for
the retarded. Of particular note was a new school district/regional district cooperative swimming programme involving 1,500 school-children from Boston Bar
to Hope; also, a regional recreation director experiment for the Agassiz-Harrison
Hot Springs district.
Two more communities benefited from our staff-hiring incentive programme.
Instead of regional conferences and seminars, a series of localized, short-term
leadership training opportunities was set up for recreation policy-makers and professional staff. This new approach was both qualitatively and quantitatively successful.
The Branch's Innovation '74 Programme provided numerous communities
with summer staff, and a comparative survey of summer recreation programmes
was instigated by my assistant, Brian Dyck.
Personal involvement in a number of Federal and Provincial recreation-
oriented agencies and programmes added further to an already demanding and
comprehensive work load.
Recreation education, communication, and integration remain as major challenges facing this area.
Okanagan-Similkameen-Boundary
(39 Commissions) (J. M. MacKinnon, Kelowna)
Possibly the most well-received services that the Community Recreation
Branch offers to recreation commissions and departments in the Okanagan-Similkameen-Boundary area continues to be special project assistance. In this area, 33
projects received assistance.
Another highlight of the past year's activities was the supermarket of information offered to recreation and sports people in the area. The supermarket took
place on October 20 at the Kelowna Senior Secondary School. It saw some 35
leisure-based agencies from the Federal, Provincial, and community sports bodies
represented. Over 170 people seeking information from these agencies attended
the supermarket and were able to gain material.
 H 38
BRITISH COLUMBIA
The Provincial Recreation Conference was held in Naramata. The Naramata
setting provided the conference with ample opportunity to make it one of the highlights for recreation people in the Province. There were over 350 people in attendance, more than have attended any Provincial recreation conference in the past.
The Recreation Directors from the Kootenays and Okanagan were charged with
the responsibility of organizing the social activities for the conference under the
chairmanship of W. J. (Buck) Pacholzuk, Recreation Director in Penticton.
During the past year the following communities hired Recreation Directors:
Peachland—Brian Wood, formerly of the Kelowna Recreation Department.
Osoyoos—John Patterson, a second-year graduate from Mount Royal
College in Calgary.
The Regional District of North Okanagan has amended its Letters Patent to
include recreation as a function, and hired Chris Nelson as Recreation Director for
the regional district.
The City of Penticton recently acquired the services of Jim Noble, formerly
of the Yukon, as assistant to Buck Pacholzuk.
The following new facilities have been built in the Okanagan-Similkameen-
Boundary area: Osoyoos, an arena; Princeton, an arena.
The District Municipality of Summerland is currently planning a recreation
complex to include a skating-rink, curling club, and community recreation centre.
During the summer of 1974, the Community Recreation Branch's Innovation
'74 Programme saw the hiring of some 16 recreation students in 11 communities.
This programme was immensely successful and in many cases provided the communities with much-needed leadership. It also provided the recreation students
with invaluable experience in their respective communities.
This office has also been involved in several recreation commission leadership
workshops, e.g., Grand Forks and Princeton. These workshops have been directed
at providing the local recreation commissions with an analysis of their position in
the community, an evaluation of their purpose, and a look into the future as to
how the recreation commissions can be more effective in providing the communities
with much-needed recreational opportunities.
Central British Columbia
(51 Commissions) (R. Lamoureux, Kamloops)
For community recreation in the central area of British Columbia 1974 has
been an eventful year.
A Recreation Director was hired at Twin Village-Cache Creek/Ashcroft;
assistant directors were appointed at Golden, Williams Lake, and Merritt; and three
recreation officers were added to the Kamloops Parks and Recreation Department-
ment.
The following clinics were organized in this region: music, dancing, painting,
sailing, canoeing, horsemanship, hockey, ski-ing (two), baseball, gymnastics, badminton, figure-skating, and majorette training. These clinics were made possible
through our special project fund.
An added feature in community development this past summer was the introduction of playground leaders to many communities in the central area. Through
Innovation '74 communities such as Carlin, White Lake, Sorrento, Sunnybrae,
Salmon Arm, 100 Mile House, Lone Butte, Golden, Revelstoke, Merritt, Lower
Nicola, Logan Lake, Clinton, and Barriere were able to intiate new activities or
improve existing programmes.
 REPORT OF THE TOURIST INDUSTRY,  1974
H 39
Capital projects were also evident throughout the area in 1974. Construction
programmes were carried out in Valemount, Clearwater, Golden, Revelstoke, Salmon Arm, White Lake, Silver Creek, Merritt, Spences Bridge, Kamloops, Ashcroft,
Cache Creek, and Logan Lake.
Stevesville, Lone Butte, and Clearwater formed recreation commissions this
year. An area committee representing small commissions in the Salmon Arm area
was also organized.
Finally, with the exception of Donald and Little Fort, all recreation commissions in the central area were visited by a Community Recreation Branch representative in 1974.
Northwest
(55 Commissions) (W. W. Smith, Burns Lake)
The Community Recreation Branch has been very busy in the northwest area
this last year. The most important development was the summer student programme that made it possible for many recreation commissions in communities
throughout the northwest to have organized summer recreation for the first time.
The many letters and comments to the northwest office expressing appreciation for
this programme seemed to indicate that it met a very important need. Through
the student programme, the northwest office was able to provide a number of additional services as well. Perhaps one of the most important of these was the formation of a mobile outdoor recreation team that provided assistance to school boards
in developing outdoor recreation seminars and classes, the development of leadership training for young people interested in camp counselling and outdoor recreation
skills, and the promotion of summer camping and outdoor recreation with many
communities and Indian villages in the northwest. Indications from many communities were that they would like to see this kind of service increased in the coming
summer, if at all possible. The Community Recreation Branch sponsored, at a
Fall Conference in 1974, a number of seminars that drew 250 people to look at the
development of regional recreation, outdoor education in recreation, native recreation training programmes, youth and recreation in the north, and the development
of community resource boards.
Other important developments that took place in the northwest through the
Community Recreation Branch included a large conference held in Prince George
focusing on the problems of living in northern industrial communities. This conference, co-sponsored by the Central Mortgaging and Housing Corporation and
the Regional District of Kitimat-Stikine, attracted managers, labour leaders, community people, administrators, and politicians from most of the northern industrial
communities. Although recreation in the northern industrial communities was one
of the major themes of the conference, there was also considerable discussion and
interest in the other problems of industrial communities such as health care, education, policing, and welfare services.
The Community Recreation Branch also provided leadership development programmes for young people. Week-end youth conferences were held in Fraser Lake,
Kitamaat Village, and Kitimat during this last year. This office also sponsored a
number of leadership training programmes for camp counsellors, playground-
leaders, and a model summer camp to encourage the development of outdoor
recreation skills among young people throughout the northwest. This model camp
provided opportunities for young people to develop skills in riding, swimming, life-
saving, canoeing, sailing, mountain-climbing, skin-diving, water ski-ing, and backpacking. The demand for this programme throughout the northwest seems to indicate interest in the expansion of these model summer camps.
 H 40 BRITISH COLUMBIA
One of the most exciting developments in the northwest this year has been the
way in which the Bulkley-Nechako Regional District is taking on recreation as a
function. Through the additional services of a private consultant and a recreation
co-ordinator employed by the regional district, there has been an outstanding effort
made to involve all the communities, town councils, and recreation commissions
throughout the regional district to take part in a planning and communication process that ended up with regional recreation being defined by a very well-informed
public. It is hoped that this kind of community involvement and grass-roots decision-making can continue in the many other programmes that are starting up in the
northwest.
Kootenays
(72 Commissions) (G. E. E. Cameron, Nelson)
There has been a gradual growth in the number of active commissions in this
area. Rossland, Beaver Falls, and Elkford formed local commissions. Two new
regional commissions were also formed. The West Kootenay Recreation Association came into being. Four areas employed Recreation Directors for the first time.
In all it has been a growth year for recreation in the Kootenays and a busy and
exciting one for this office.
Regional workshops were held in both the East and West Kootenays, plus
seminars and several clinics. Special projects have been popular and allowed many
communities to have programmes which they would otherwise not have. Staff-
hiring grants have provided the necessary incentive for employing the above Recreation Directors.
This office has become active in recreation for the handicapped and has
assisted many groups in the provision of summer camps, and other recreation
activities.
Services have also been made available to all communities having recreation
commissions, and to other groups in an advisory capacity, such as the British
Columbia Mobile Sailing Schools, British Columbia Festival, Red Cross Water
Safety Service, East Kootenay Recreation Association, a variety of clinics and
workshops, the Technical Planning Committees in the Regional Districts of Central
Kootenay and Kootenay-Boundary, service clubs and organizations, and the Opportunities for Youth. The Branch advised regarding staff-hiring, facility construction, programme organization, and leadership training.
Greater Vancouver
(7 Commissions) (C. M. Griffith, Vancouver)
Although this is only the second year of operation of the office, its operation
and services have become so well established that it can be regarded with the same
esteem as that of any of its sister offices throughout the Province.
This office continues to service the municipalities of Coquitlam, Burnaby,
Richmond, New Westminster, West Vancouver, North Vancouver District and City,
Vancouver, and Bowen Island. Each of the communities in this densely populated
area of Greater Vancouver is further subdivided into many community recreation
components, with a community centre as the focal point.
There are 17 such community centre components in the City of Vancouver.
In addition to the above, this office maintains liaison, on behalf of the Branch, with
the University of British Columbia, Simon Fraser University, Douglas College,
Capilano College, and Vancouver Community College.    The consultant of this
 REPORT OF THE TOURIST INDUSTRY, 1974
H 41
office represents the Branch on the Recreation Curriculum Management Committee
of two of these post-secondary institutions. This office also represents the Branch
in its Vancouver matters related to the British Columbia Recreation Association,
British Columbia Sport Federation, The Professional Recreation Society of British
Columbia, Recreation Canada/Sport Canada, the Native Indian Recreation and
Sport Associations, and Canada Games.
Since all the municipalities in this area are adequately staffed with recreation
professionals, it has proved satisfactory to meet with all the directors on alternate
monthly basis.
In an area as populated as Greater Vancouver, the demand for special projects
funding and staff-hiring incentive grants has been great. However, this office has
been able to meet all the priority requests.
During summer 1974, 55 students were placed and supervised by this office
in the Innovation '74 Summer Programme. Simultaneously this office also administered, on behalf of the Province, the Federal Study on Recreation and Sport
Facilities. This project employed 11 students for 10 weeks from April through
June. The completion of the study recommenced in October and there were five
researchers employed and supervised by this office.
Also as of October 1, 1974, the Festival of British Columbia (formerly Festival
of Sports) was transferred to the Community Recreation Branch. The new festival
office is located in the same premises as that of the Vancouver Branch and this
consultant has had the responsibilities of Acting Festival Manager bestowed upon
him.
With the conferences, meetings, seminars, festival field trips, and Federal
facility study that this office has been involved in during 1974, it was undoubtedly
a very busy but exciting and productive year for the Vancouver office.
Vancouver Island
(87 Commissions) (P. W. Grant, Victoria)
Heavy public demand, increased professional staff, and new recreational
facilities have led to what was the busiest year yet for the Vancouver Island Community Recreation Branch staff. Special projects resulted in the following highlight
examples:
• Band concerts in Nanaimo.
Gymnastic camp in Courtenay.
Baseball clinic in Comox.
• Sailing clinics in Parksville-Qualicum.
• Arts instruction clinics in Campbell River.
• Special arts and crafts classes in Gold River.
Of particular note are the test series of leadership training workshops, clinics,
and conferences held throughout Vancouver Island during the year. These are
listed as follows and represent a strong attempt to develop a model for a Province-
wide educational programme:
(1) Administrative Leadership Skills Workshops—Victoria, Port McNeill, and Nanaimo.
(2) Human Relations for Community Groups—Victoria, Port McNeill,
and Nanaimo.
(3) Policy  Making  for  Senior  Executive  Volunteers—Victoria   and
Nanaimo.
 H 42 BRITISH COLUMBIA
(4) Dr. T. Tutko Seminars on the Psychology of Coaching—Victoria,
Port Hardy, Comox-Courtenay, Nanaimo, and Port Alberni.
(5) Five-day Workshop in Administration Skills—Nanaimo.
(6) Outdoor Education Workshop—Victoria.
(7) Seminar on the Role and Function of Recreation Commissions—
Parksville.
(8) Island Recreation Conference—Port Alberni.
Approximately 2,700 persons were involved in these sessions and benefited
greatly from the programmes. Additionally, the Community Recreation Branch,
in conjunction with recreation professionals in the Greater Victoria area, assisted
Camosun College in the development of a 20-session course specifically designed
for volunteer leaders in the community.
Some 25 students were placed in Vancouver Island communities for 8- and
16-week periods of in-service training to supplement their university or high school
training in recreation leadership. These students were provided under the Department of Labour Innovation '74 Programme in the summer of 1974. This programme experience proved to be of benefit to the students, the communities, and
the Community Recreation Branch.
The foregoing represents a few highlights of the recreation picture on Vancouver Island.   It has been a busy, productive, and worth-while 1974.
Northeast
(53 Commissions) (G. R. McClenaghan, Prince George)
Several significant functions took place during 1974. A mini-recreation conference was held in Dawson Creek, a major conference on problems surrounding
one-industry northern communities was held in Prince George, another conference
on health and physical activity was held in Prince George. Seminars on Community
Recreation 12 and community schools were also held.
New recreation commissions were established at Dawson Creek, Tomslake,
Nukko Lake, College Heights, Charlane Hill, Nazko-Kluskus, and Rose Prairie.
Reinstated recreation commissions include Pouce Coupe, Wells, and Moose Heights.
Innovation '74 provided the northeast with 20 summer recreation leaders.
These students were able to offer the communities some new and interesting experiences and to assist in the operation of already established activities. Many of these
communities for the first time experienced paid leadership and the advantages of
such leadership.
The community education (school) concept appears to be taking hold in the
northeast. Prince George School District hired two community school co-ordinators.
Several zone meetings were held which enabled recreation commissions to
gather and share information with one another.
Dawson Creek and Fort Nelson hired new Recreation Directors. The Mackenzie and Cassiar directorship changed hands.
There were 41 special projects.
A recreation leadership training course was held for the first time in the northeast. Sixty-four potential recreation leaders attended this extensive week-long
training course in recreation concept and programmes.
 REPORT OF THE TOURIST INDUSTRY,  1974
H 43
CONCLUSION
The grant programme of the Community Recreation Branch continued to
make significant impact on public recreation in 1974, due mainly to the substantially
increased budget of the Branch. 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 continued to influence the decision of
communities and regional districts to hire full-time recreation personnel. This has
happened in Campbell River, Cherry Creek, Chilliwack, Fernie, Fort St. John,
Fort Nelson, Gold River, Oak Bay, 100 Mile House, Port Hardy, Port McNeill,
Surrey, Terrace, Vancouver, Regional District of Central Kootenay, and Cariboo
Regional District.
The most significant development during the year, and one which may have
a great impact in the future of recreation in British Columbia, was the Broom Report. Implementation or partial implementation of the report may herald a new
era in recreation services in British Columbia. This could well find recreation
accepting the challenge as the major contributing factor in the development of the
leisure activities of all citizens.
 H 44
BRITISH COLUMBIA
CONVENTIONS AND  CONTRIBUTING GRANTS
P. D. Crofton
The total revenue for 1974, a record year for conventions, was $48,286,253.
This is an increase of $16,075,043 over 1973.
Luncheons or dinners were held for association and corporate executives in
New York, Washington, D.C, and Chicago. A new slide presentation, illustrating
convention facilities in all parts of the Province, was shown to our guests.
Incentive travel—In addition, calls were made to two of the largest incentive
houses: Maritz Travel in St. Louis and E. F. MacDonald in Dayton. The convention and travel agents slide presentations were shown to their senior executives.
We received an excellent reception from both these incentive houses. Several incentive groups have already visited British Columbia as the result of our visit.
Several representatives from hotels, convention bureaux, and travel wholesalers
accompanied us on this promotion.
The Department of Travel Industry sponsored a luncheon for the Western
Conference of Association Executives to stimulate interest in British Columbia.
This was held in Acapulco. Their 1975 conference will be held in Vancouver
next May.
In June the Department of Travel Industry, Travel Alberta, and CP Air
brought 21 conference chairmen from Europe to Western Canada to view our
main convention centres. These executives were from England, Holland, France,
Belgium, and Switzerland. The executives were most impressed with our convention and meeting facilities.    Three conventions have been tentatively booked and
The British Columbia delegation at the Institute of Association's convention in Winnipeg.
 REPORT OF THE TOURIST INDUSTRY,  1974
H 45
five other associations are excellent prospects. A seminar, slide presentation, and
dinner are planned in London early in 1975 as part of a follow-up programme.
All participants of the tour and 81 other conference chairmen will be invited to
attend.
The annual meeting of the Institute of Association Executives was held in
Winnipeg in July. The Department sponsored a luncheon and a nautical theme
was carried out with the British Columbia delegation wearing sailor suits. A
mock-up of a ship's deck was erected in the centre of the dining-room. Members
of our group were "on the deck" and handed out a give-away model of a brass
sailing ship. Before the executives received this gift they were asked to give us
information on their convention, i.e., whether their group had ever met in British
Columbia, where they last met, and if they could bring their convention to our
Province, etc.
The Department of Travel Industry, in co-operation with the Vancouver Conventions and Visitors Bureau, attended the annual meeting of the American Society
of Association Executives in New York. Barry Lee represented the Department.
Representatives of major hotels, the Vancouver Bureau, and Tom Butler were
other members of the British Columbia delegation. Mr. Butler's unique idea of
taking a live beaver to New York deserves a special vote of thanks. The Honourable B.C. Beaver, Esq., as it was affectionately christened, was the "hit" of ASAE.
Tremendous publicity was attained for British Columbia. Articles on the beaver
were featured in the New York Daily News and the Vivian Vance New York midday show. Several notables had their pictures taken with the Honourable B.C.
Beaver, Esq. The Canadian Press had a coast-to-coast wire story. It is estimated
that 12 million people were made aware of British Columbia through this single
promotion.
The Director of Conventions attended a seminar on incentive travel in Winnipeg, September 10. Jim Lowe, Executive Director of ASAE, Phil Harrison, publisher of Sales Meetings magazine, and a senior executive of S and H Incentive
Travel were speakers.
Phil Harrison, publisher of Sales Meetings magazine, and Mrs. Harrison,
visited British Columbia in September. Mr. Harrison wrote an excellent article on
convention facilities in British Columbia for their October issue.
Barry Lee attended the Incentive Travel Show in Chicago in October. Many
inquiries were answered and some excellent contacts were made.
Mail-outs of British Columbia literature were made to 59,485 delegates prior
to their arrival in British Columbia. In addition, bulk shipments of 81,790 pieces
of literature were shipped to various organizations for distribution by them to potential delegates.
Conventions, 1974
Tourist Region Tourist Convention
A  158
B  422
C     97
D     91
E, F, G, H     33
801
ourist Delegates
11,922
124,926
44,205
9,008
9,814
Tourist Revenue
2,839,480
36,085,570
6,168,050
1,124,653
2,068,500
199,875
48,286,253
 H 46
BRITISH COLUMBIA
Distribution of Conventions in British Columbia
Number
January     41
February     50
March     74
April     91
May   135
June  101
July     38
August  59
September  94
October  66
November   40
December  12
801
3   1
1
rs.                   ra      fi      *-3      w
%       %      5  fi  <
Sept
Oct.
>     o
140 _
130 _
120 -
110 _
100 _
90 _
80 -
70 .
60 -
50 .
40 .
30 _
20 .
10 .
 REPORT OF THE TOURIST INDUSTRY, 1974
H 47
CONTRIBUTING GRANTS
The total amount of contributing grants for all regions was increased from
$300,000 to $350,000.
The second phase of "This Is the House that Jack Built" was made available
to the eight tourist regions. This was received with even greater enthusiasm than
phase one.
For the first time in the history of contributing grants, all regions used the
total amount of their allotment.
Meetings of the Regional Co-ordinators and staff members of the Department
of Travel Industry were held during the spring and fall meetings of the Provincial
Tourist Advisory Council.
 H 48 BRITISH COLUMBIA
EXHIBITS AND DISPLAYS
B. A. Lee
TRAVEL SHOWS
Again this year the Department concentrated on the travel shows that have
been most productive for us in terms of inquiries and public attendance.
In January of this year three members of the staff from our head office were
sent to San Francisco to work at the Annual Sport and Vacation Show held in that
city. Valuable assistance was also given by our San Francisco field office. The
10-day show was open to the public 12 hours a day and attracted an over-all attendance of close to 400,000 persons.
In March the Canadian National Sportsmen's Show was held in Toronto and
British Columbia was represented by this Department. This was another 10-day
show which was open 12 hours per day and the attendance was estimated at
380,000.
During the month of October the Department was represented at ski shows
in the California area. These shows, which were held in San Francisco and Los
Angeles, were staffed by a representative from head office, with assistance from the
two field offices and also representatives from British Columbia ski areas.
At all travel and ski shows, literally thousands of British Columbia road maps,
tourist accommodation directories, and general folders, in addition to regional
brochures, were given to those people planning a vacation in British Columbia.
San Francisco Sport and Travel Show.
 REPORT OF THE TOURIST INDUSTRY,  1974
H 49
In February we were contacted by the Canadian Government Office of Tourism
in Chicago concerning the Kansas City Sport and Vacation Show. Their representatives, who had staffed this particular show, had received a great many inquiries
on British Columbia and indicated that perhaps a representative from our office
would be of valuable assistance in future shows. Following this the Assistant Director of Information Services was sent to help staff the booth and to give presentations to the various automobile clubs in the area. Reports indicate this show was
of great value to us.
DISPLAYS
Two new 10-foot portable displays were constructed during the year. These
displays were used in Eastern Canada in two of the large department stores, and
also snipped to San Francisco for a CP Air window display.
The 20-foot existing display, which is stored in San Francisco, was used at
the travel and ski shows in California.
We are now in the planning stages for the construction of "cubed" window
displays. These "cubes," depicting scenes of British Columbia, would be sent to
our field offices for distribution to various travel agencies and tourist offices throughout their area.
OTHER PROMOTIONS
The exhibit and display section also assisted in the various promotions of the
special promotions and convention section.
Travel writers and editors were given tours throughout the Victoria and Vancouver Island areas.
 H 50 BRITISH COLUMBIA
FILM AND PHOTOGRAPHIC BRANCH
S. H. Haines
Toward more efficient handling of requests, and to equalize the work loads
more fairly, the Branch was separated into two components during 1974. The
new division is known as the Special Services Branch of the Department of Travel
Industry. This Branch has all still photographers, colour production, Beautiful
British Columbia magazine, and other related services under one directorship.
The Film and Photographic Branch handles all motion-picture productions,
local and international distribution of films, the film libraries, and the general office
administration of both branches. This arrangement has already proved to be
beneficial to staff, suppliers, and Government departments requiring our services.
Our film-makers were plagued by weather problems at the start of the year,
but with improving conditions, great progress has been made, with most productions
ahead of schedule as the year closed.
The Branch film libraries in Victoria and Vancouver have been extremely busy,
with many new titles being added to the film list inventories.
MOTION-PICTURE SCREENINGS
Reports from the Canadian Travel Film Committee show that nontheatrical
screenings of our films in Canada, the United States, the United Kingdom, France,
Germany, and the Netherlands reached a total of 33,116 to an audience of
1,836,148 persons.
Telecasts during the same period accounted for 1,636 screenings to a calculated viewing audience of 66,045,684 persons.
To date we have no figures on telecasts of our films in Japan, but it is known
that there have been many telecasts, with each one having a potential audience in
excess of 9 million persons.
It is encouraging to note that when the audience totals from our two Branch
libraries are added to the foregoing, British Columbia films from this Department
have been viewed by more than 100 million people throughout the world during the
past year.
MOTION-PICTURE DISTRIBUTION
The Canadian Travel Film Committee held its annual meeting and seminar
this year in the Province of Quebec. This important meeting is attended by officers from the various provinces of Canada to discuss the pros and cons of film
distribution, production technology, cost factors, and other related items. Our
senior producer cameramen, F. W. E. Round, attended this meeting, representing
the Province of British Columbia, and reports that a great many items were discussed and amicably settled. The reports from the Canadian Travel Film Committee indicate a further increase in use of films from this Branch, and they are
pressing for more titles to be added to the lists. At present, British Columbia is
one of the top three provinces producing travel films in Canada.
MOTION-PICTURE PRODUCTION
The Branch producer-cameramen have completed three new films—Ski the
Unknown Rockies, Because It's Home, and Mirrors to the Sun. Mirrors to the Sun
was judged the best documentary in all categories of 1973/74 by the Canadian
Society of Cinematographers, Toronto. Another film, 'Ksan, won a first award at
the Annual Industrial Photography Film Awards, New York, in September.   The
 REPORT OF THE TOURIST INDUSTRY,  1974
H 51
Slocan River at Perry's Siding.
Friendly Cove, Nootka Island
West Coast Vancouver Island.
 H 52 BRITISH COLUMBIA
work of F. W. E. Round, the 27-minute production deals with the rebirth of the
native Gitksan culture at Hazelton. The film was previously a runner-up in the
Canadian Film Awards, Travel Section, in 1973. Under contract to a private
producer, a replacement film for our production titled East One, West One was
completed, bearing the new title of Highway One. Also from private producers,
the Branch purchased for international distribution a further five films bearing
the following titles: Vacation 8, Canadian Spring, Inside Passage, Big Country,
and Viva Victoria. Under contract, a further film made for television release was
produced for Beautiful British Columbia magazine.
Staff cameramen are currently at work on three new productions, and plans
for two others are being finalized.
VANCOUVER FILM LIBRARY
Records for the past year from our film library in Vancouver indicate a continuing interest in travel films from this Branch. Through this facility we have also
been able to supply a wealth of motion-picture programming to other outlets, such
as CBC, CTV, travel groups, recreational societies, and others.
While actual shipments remained about the same number as last year, the
audience totals increased considerably, indicating that larger groups are supporting
meetings where the films are shown. Further to this, a large number of tapings
were done using parts of our films to enhance other programmes.
More than 6,000 film shipments were made in response to requests, with a
confirmed count of more than 240,000 viewers.
GENERAL OFFICE
The work of the general office continued smoothly through the year, with all
mail inquiries acknowledged and requests filled satisfactorily. The Branch film
libraries have done an excellent job of filling all requests for films from points
throughout the Province, and staff are well pleased with the results of their labour.
A new accounting system has been started to handle the accounts for the Department, which is proving most satisfactory. Accounts can now be processed in
half the time formerly required by the old method. Staff and suppliers alike are
happy with this change.
Other duties of the general office included handling of all requisitions, shipping
and receiving, liaison with private film producers and the Canadian Travel Film
Committee, stock control and inventory, staff recruitment and terminations, and
other related items.
 REPORT OF THE TOURIST INDUSTRY,  1974 H 53
PERSONNEL AND ACCOUNTS
G. L. Levy
The Personnel Office processed 167 requisitions through the Public Service
Commission. These were required for the selection of persons to fill vacancies and
seasonal requirements for the following areas:
Fifty-four were recruited for the Travel Division to staff reception centres in
Victoria, Vancouver, and various parts of the Province.
Fifty-eight were selected for the subscription office of Beautiful British Columbia magazine.
Forty-three Tourist Counsellors were selected to be located on all major
British Columbia ferries during the tourist season.
Three persons were selected for the Film and Photographic Branch, and five
for the Community Recreation Branch.
The employment of seasonal staff each year is necessary to carry out the tourist
information service.
Two employees 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.
Many other short-term courses offered by the Public Service Commission have
been completed by a number of employees from this Department.
The Accounts Section processed all requisitions for supplies and equipment
and all expenses incurred by all branches of the Department.
 H 54 BRITISH COLUMBIA
PUBLICITY
Harry P. McKeever
Departing from the former practice of assigning the year's travel stories to
one writer, several writers were chosen to author the 1974 editions. In each case
the person was familiar with the particular area and thus produced factual and up-
to-date material that required only minimal editing and rewriting. Notwithstanding
the quality, however, distribution of these stories was down considerably from last
year.
Discussions with editors to determine the cause of this unusual disinterest in
our travel stories indicated several factors responsible. They included the economic
and political unrest in the United States, gasoline restrictions, and the uncertainty
of having enough fuel if a trip were made.
As a result, and according to several tourist establishment operators, the
visitor swing in 1974 from America was to tour groups travelling by chartered
transport. Editors were also inclined to cut down on travel story material rather
than promote it as in former seasons. This, according to several queried, was purely
an economic necessity.
Regardless of these conditions, a number of writers were hosted in several
parts of the Province during the year. In this, a marked preference seemed evident
for material on Vancouver Island and the Gulf Islands. A four-day trip to the
Fraser Valley and Okanagan was completed with a husband-wife team from West
Germany. Otherwise, 28 special stories were written for editors by individual request.
All new editions of regional folders were edited and, where necessary, rewritten. So were the manuscripts and galley proofs of publishing houses producing
handbooks, guidebooks, encyclopaedias, and kindred material. Copy was checked
for automobile associations and other organizations who distribute official brochures
to their memberships. All Departmental brochures, maps, folders, and booklets
were also checked, updated, and rewritten where necessary. It is a condition of
this office to check and edit all promotional material emanating from the Department of Travel Industry. Production of the Annual Report is a further prerequisite.
Several press releases, speeches, and addresses were prepared during the year.
So were messages for the Honourable the Minister. The 1975 diary photographs
were captioned, as were new posters and other display items.
Around 3,000 submissions were scrutinized for inclusion in volume 3 of This
Is British Columbia series. A press release seeking contributions was prepared
beforehand. Reading, editing, and assessing the manuscripts was a time-consuming undertaking.   Subsequent galley proofs were read, and a foreword was written.
Much travelling was done relative to the production of Beautiful British Columbia magazine. This entailed follow-ups on story possibilities, and meetings and
discussions with local residents in the localities concerned. Visits were made to
areas for direct story information. Several articles were written for the four issues
of 1974, while all free-lance work was edited, checked, verified, and rewritten as
necessary.   The year's galleys were proofed.
Correspondence-research during the final 12 weeks was particularly heavy.
 REPORT OF THE TOURIST INDUSTRY, 1974
H 55
SPECIAL PROMOTIONS
K. B. Woodward
FAMILIARIZATION PROGRAMME
The participation in familiarization tours in British Columbia was carried out
during 1974 in co-operation with air-lines and the Federal Government. Activities
in this area were greatly increased over previous years.
The main and most important change in our familiarization programme is
the fact that we are now showing marketable packages to travel agents and tour
operators from other parts of the world. In other words, we show to the vast
travel sales forces of the world segments of British Columbia which are marketable
in their area. This form of marketing British Columbia as a year-round vacation
destination has proved eminently successful.
 H 56
BRITISH COLUMBIA
JAPANESE TRAVEL DEVELOPMENT PROGRAMME
Continuing the development of travel from the Japanese market was carried
out during 1973. This programme was highlighted by the inauguration of 747
aircraft on the Tokyo to Vancouver run, which increased the volume of traffic
from this important market. Familiarization tours and tour packages emphasizing
golf and ski-ing were presented to the Japanese market.
A programme involving the filming of an itinerary selling wintertime in British
Columbia was completed, and was presented to the Japanese travel trade in the
month of November in three Japanese cities.
During this promotional visit to Japan, calls were made on all the important
travel tour operators of that country.
■BMHSUffiS
lapanese retail and wholesale agents along with Ski Club tour planners "Ski-ing B.C."
Japanese tour operators arrive to participate in a familiarization tour of British Columbia.
 REPORT OF THE TOURIST INDUSTRY,  1974
CALIFORNIA PROMOTIONS
H 57
Consumer and trade presentations utilizing films and audio-visual equipment
were presented in the following cities: San Francisco, Stockton, Modesto, Fresno,
Sacramento, Los Angeles, Long Beach, Pasadena, Torrence, San Bernardino, San
Diego, and Phoenix, Ariz.
These presentations were made in co-operation with Western Airlines, CP
Air, and the leading newspapers in each of the above-mentioned cities. The
attendance to our presentations revealed a steady interest in this market, in spite of
the energy crisis and the inflationary trends.
An excited winner of a week-end for two in British Columbia.
A California travel agent accepting a familiarization tour invitation to British Columbia.
 H 58
BRITISH COLUMBIA
Lucky winners of trip to British Columbia presented at the California Consumer Show
in Pasadena, Calif.
Southern California newspaper executives attending consumer presentation in Los Angeles.
 REPORT OF THE TOURIST INDUSTRY, 1974
EASTERN CANADA—UNITED STATES PROMOTIONS
H 59
Convention and travel presentations were made throughout the east involving
travel agents in Ottawa, Toronto, Cleveland, Chicago, New York, Washington, and
Detroit.
Special attention was given to incentive houses, where the promotional team
from British Columbia was well accepted.
PRESS TOUR
The 1974 Press Tour was carried out in co-operation with the Canadian Government Office of Tourism and the Society of American Travel Writers. Eighty-
nine members of the press travelled throughout the Okanagan, Kootenays, and
Lower Mainland, where they were exposed to the beauties of British Columbia.
Our guests travelled from all over the United States and their visit resulted
in many printed words of publicity in several publications about British Columbia.
SUMMARY
During the spring and early summer of 1974, attention was given to the
Pacific Northwest and California in an attempt to combat the situation that arose
through the energy crisis in the United States.
Promotions involving Harper's Bazaar magazine and Vogue magazine were
completed, with excellent results.
Meetings involving travel organizations were attended in Halifax, Montreal,
Toronto, Seattle, and San Francisco.
The "Visit Canada" programme, instigated by the Federal Government, was
carried on throughout 1974, which allowed us to show many writers and travel-
oriented people through British Columbia.
The British Columbia Travel Agents' Manual was again compiled and widely
distributed to travel agents throughout most countries of the world.
In all promotion of travel to British Columbia we carefully selected our market
areas and endeavoured to sell a commodity acceptable in the market areas, as
well as acceptable to the destinations in British Columbia.
 H 60 BRITISH COLUMBIA
TRAVEL INFORMATION SERVICES
Ed Norman
Responsibilities of the Travel Information Services Division are Province-wide
and include an ever-increasing involvement with tourist services of all types at the
regional and community levels.
Efforts to maintain supervision over widely dispersed personnel, and liaison
with an ever-widening involvement with tourist services at the community level,
have necessitated broadening the administrative base.
First steps toward achieving this have been taken with the reorganization of
the Accommodation Section, with excellent results.
A major permanent reception centre has been established east of Golden on
the Trans-Canada Highway, providing, for the first time, a most appropriate reception to visitors entering the Province from the east along this major highway access
to British Columbia. Designed to operate year-round, the centre will assist in promoting and serving the winter sports enthusiasts as well as the summer visitor.
Visitor Reception Centres
During 1974, visitor activity in some areas of the Province was adversely
affected by inclement weather during the early summer.
This was offset to a large degree by considerably increased activity in the early
spring, and extremely heavy traffic during late July and August.
Especially strong traffic movements through September, October, and November indicate that 1974 will emerge as an extremely good year in spite of various
economic shifts.
Considerable deviation from traditional traffic patterns was observed. In some
areas a sharp decline in traffic from the usual California market was noted, particularly throughout the Cariboo-Chilcotin regions, but was replaced by a large influx of
Canadian visitors, particularly from Alberta and Ontario.
Douglas Reception Centre showed a small decline in traffic counts; the first
such decline in 15 years of operation, reflecting the national trend of reduced border crossings from the United States. This is doubtless the effect of the energy
problems in that country.
The same cause can be attributed to the very large gains experienced in group
travel by motor coach.
Douglas Reception Centre, operating every day throughout the year except
Christmas and New Year's Days, served a total of 197,000 visitors in 71,500
vehicles, as opposed to 218,000 visitors in 77,000 vehicles during 1973.
During 1974, Abbotsford Reception Centre operated through a period of
eight months as opposed to seven months in 1973. During this period a total of
161,000 visitors in 63,000 vehicles was served in comparison with 153,000 people
in 61,000 vehicles during 1973.
Once again the increases registered at this location were effected during the
spring and fall months.
Osoyoos Reception Centre showed a remarkable 40-per-cent increase over
1973, reflecting the considerable spin-off we received from Expo '74 in Spokane.
Yahk Reception Centre also displayed the effects of Expo '74, recording a
102-per-cent increase over last year.
In its last year of operation, the mobile unit at Sicamous showed a traffic
decline of 20 per cent. This service will be replaced by the major permanent reception centre on the Trans-Canada Highway east of Golden.
 REPORT OF THE TOURIST INDUSTRY, 1974
H 61
Golden Reception Centre is now constructed; parking-lots and landscaping will
be completed as soon as possible in the spring of 1975; service will be activated
May 1, 1975.
This facility will provide a most suitable visitor reception to British Columbia
at the entrance to our Province along the major Canadian artery.
Both operations in Banff and Jasper once again proved effective in serving
visitors to our Province, and were most effective in generating traffic out of these
areas.
Expo '74 in Spokane, Wash., presented an excellent opportunity to carry the
British Columbia story to a large segment of the five million visitors who attended.
Working within the British Columbia Pavilion, operated by the Department
of Economic Development, trained Travel Counsellors were on duty at all times
throughout the six-month period. This Department appreciates the co-operation
of the Department of Economic Development that made the project possible.
After being discontinued for one year, Travel Counsellors were reinstated
aboard British Columbia Ferries, the service being very much appreciated by both
the visitor and the tourist industry.
Literature Distribution
Production of all types of travel literature, informational and promotional, has
been assailed by rapidly escalating costs and an extreme shortage of fine papers.
Shipping and mailing expenses are also subject to rapidly rising costs.
At the same time the demand for such literature continues to increase in keeping with continued tourist activity.
British Columbia tourism of all types has increased by more than 400 per
cent in a 12-year period. Expo '74 in Spokane also exerted unusually heavy demands on available supplies. It is not economically feasible to increase literature
production to match such an increase.
Resolving this almost untenable position requires constant surveillance to
eliminate waste and ensure the distribution of literature and information to the most
beneficial markets.
The new central distribution warehouse established in November 1973 has
been most effective in helping to achieve these goals.
Coupled with the warehouse operation is a central distribution control system
that is constantly under review to eliminate noneffective distribution outlets.
An inventory control provides a weekly accounting of all published items.
These controls are proving most effective in holding the line on production
and shipping costs.
Training Programmes
Staff training continued throughout the year, with special emphasis on Travel
Counsellor training courses.
Department liaison with the Department of Education is maintained on a
daily basis with the Tourist Services Training Officer.
The majority of courses conducted by this division of the Department of
Education is carried out under the auspices of Manpower; however, this Department was instrumental in sponsoring numerous waiter/waitress crash-training programmes during the spring of 1974.
A total of 48 courses was implemented by the Tourist Services Training Officer, involving 908 participants. Courses included Waiter/Waitress Training and
Upgrading; Beverage and Alcohol, Retail Sales, Front Office Procedures, Food
Servers, Room Maids, Cook Basic, Cooking Trade Extension, and others.
 H 62 BRITISH COLUMBIA
The Accommodation Section produced a manual of instruction for Accommodation Counsellors and developed a continuing programme of training.
Through the efforts of the Research Officer, a manual How to Establish Room
Rates was developed to assist the small operator to achieve better management
practices. This is planned as the first of such manuals covering all aspects of the
hospitality industry.
Co-operation and liaison with the western provinces, Yukon and Northwest
Territories, and also Canadian Government Office of Tourism, continue in order
to keep abreast of new innovations and equipment, and develop co-operative programmes of benefit to everyone.
Miss Elaine Johnston
The Assistant Director of Travel Information Services continued to represent
the Department of Travel Industry at meetings of the Inter-Departmental Metric
Conversion Committee. A plan has been prepared for the metrication of various
Departmental publications, including the golf and ski brochures, as well as the
road map and tourist directory. Copy in Beautiful British Columbia magazine now
carries metric equivalents when area or dimensions are given in imperial units, in
order to create a public awareness of the metrication planning. The 1978 British
Columbia road map will be completely metric, in distance, elevations, and scale.
Metric signing will be phased in on British Columbia's highways during the fall of
1977. A joint public awareness plan is being worked out between the Departments
of Travel Industry and Highways.
Familiarization trips were conducted for visiting journalists, editors, and
photographers, from locations such as Montreal and Edmonton in Canada; Atlantic
City, New Jersey, in the United States; and Wellington, New Zealand. As usual,
the resources of the Department were placed at the visitors' disposal to visit places
of interest, and to obtain publicity copy and photographs.
Travel Counsellor training programmes were carried out at three locations
during 1974. The first, at the British Columbia Institute of Technology in Burnaby,
was held May 3 to 10. More than 50 permanent and new seasonal employees of
the Department were given an intensive seven-day training course on all aspects
of British Columbia travel information. Courses at The Inn of the North in Prince
George, May 29 to June 2, and at the University of Notre Dame in Nelson, June
5 to 8, were also conducted for staff from regional and community information
centres.   About 30 students took part in each course at Prince George and Nelson.
Revision of Fly Beautiful British Columbia was completed in the spring, and
15,000 copies were printed and circulated prior to and during the Abbotsford
International Air Show. Co-operation from the British Columbia Aviation Council,
Ministry of Transport, Atmospheric Environment Service, and Canada Customs in
the revision of the brochure is gratefully acknowledged.
Promotional literature and other assistance were given to the 90 members in
30 aircraft of the Sky Larks of Southern California, based in Pasadena, on their air-
tour visit to British Columbia during August.
Co-operation was extended to the Canadian Owners and Pilots Association
for their aviation display at the Hillside Shopping Centre in Victoria; photographs
were supplied to the Abbotsford International Air Show for the production of their
annual programme; and assistance was given to the British Columbia Aviation
Council's conference planning committee for their annual general meeting and convention September 27 to 29, where the theme of the convention was "Fly Beautiful
British Columbia".
 REPORT OF THE TOURIST INDUSTRY, 1974
H 63
A variety of special requests for assistance was processed, including preparation of events information for the Canadian Government Office of Tourism; briefings
to the Department of External Affairs; arranging interviews for a feature writer from
the Los Angeles Times; staffing an exhibit at the Kansas City Travel Show in cooperation with the Canadian Government Office of Tourism; proofing and revising
copy for the American Automobile Association's Alaska Highway Guide and the
Exxon Travel Club Canada Guide; supplying events for Pan American's World
Guide; revising map and copy for Imperial Oil's British Columbia road map;
providing information on organizing Travel Counsellors' courses for the Yukon
Territory; assisting an Edmonton television station with information on public
gardens in British Columbia; addressing the annual general meeting of the Kootenay-
Boundary Chambers of Commerce on Department of Travel Industry training programmes; and supplying liaison to the British Columbia Pavilion at Expo '74 in
Spokane, Wash.
The Assistant Director attended a 10-day Instructional Techniques course at
BCIT in Burnaby during August. The information and techniques acquired will
be very useful in future training programmes of the Department.
In early November the Assistant Director attended the 3rd annual Western
Provinces Travel Information Directors' conference, hosted by the Province of
Manitoba, in Winnipeg. The theme of the conference was "Inforception" (information and reception), and many new ideas were brought forward and discussed.
The co-operation and good will extended to our training programmes by many
Provincial and Federal Government departments, and by private industry, is gratefully acknowledged.
Hon. Ernest Hall, Minister of Travel Industry, instructors, and students, at the
1974 Travel Counsellors' course, at BCIT, Burnaby.
 H 64 BRITISH COLUMBIA
TRAVEL COUNSELLING SECTION
Mrs. Grace Long
Selective advertising programmes and elimination of coupon replies have all
worked to reduce the number of mail inquiries received. Inquiries for travel information during 1974 totalled 118,200, a decrease of 20,000 from 1973. Selective advertising produces selective inquiries requiring more detailed replies and
inquiry research, so the work load tends to increase rather than decrease. An outgrowth of this is the necessity for Travel Counsellors to be trained more intensively
on all aspects of the Province and the industry.
The Travel Counsellor programme aboard British Columbia Ferries was reinstated for the months of June, July, and August. This involved recruiting, training, and outfitting 35 counsellors for this task. It is planned to continue this service through future years.
Research and preparation for the British Columbia Calendar of Events is
currently under way, with the fall and winter edition now in circulation.
The Vancouver Island-Mainland Ferry timetable sheet for 1975 is currently
under revision and will be available for distribution in early January 1975.
This particular item is in great demand, particularly by automobile clubs
throughout Canada and the United States.
Research was executed for numerous magazine travel articles, also many
brochures from the Canadian Government submitted for proofing and accuracy of
information, historical facts, and geographic data.
Updating our information reference files is a continuing programme. In addition to providing data on a day-to-day basis, these files are the source for providing
the portable information files with which all Travel Counsellors, and many other
outlets, are equipped.
Research on all aspects of recreation, events, and activities is carried out
throughout the year. This provides the information for producing a large array
of data sheets covering a wide variety of subjects such as dude ranches, aircraft
charters, boat-launching ramps, industrial tours, museums, theatres, sani-stations,
and sports activities.
Secretary to Ed Norman, Mrs. Gail Carrie's many duties include correspondence with all reception centres on a year-round and seasonal basis. Research is
constantly in progress on maps of Vancouver-Fraser Valley, Victoria-Lower Vancouver Island, and British Columbia road map; the golf folder, and the Travel
Counsellors' training manuals. As well as assisting in other office procedure, Mrs.
Carrie represented our Department in Arizona at the Phoenix Sport and Boat Show,
in Seattle at the Pacific Northwest Exposition in conjunction with Western Airlines
and Mexico, and in Winnipeg at the Western Provinces Travel Information Directors' Conference. At the last, Mrs. Carrie was most fortunate to join an international conference on information-reception, "Inforception." Hosted in Victoria
were Mrs. Joy Carroll, travel writer for Chatelaine magazine; and Mrs. Janne
Rowe, Marketing Assistant, Grouse Mountain Resorts Ltd. She assisted with the
tour for European Conference Chairmen. Mrs. Carrie also attended the Secretarial
Seminar held in Victoria, where she gained much information and general techniques.
Mrs. Debbie Buick is responsible for all "detailed travel correspondence" requiring individual attention and researched information. During the year, additional counsellors are assigned to assist her. Mrs. Buick has established our
"Beautiful British Columbia Index" where all articles in that magazine have been
catalogued and cross-referenced.   This will assist our counsellors in gaining more
 REPORT OF THE TOURIST INDUSTRY, 1974
H 65
Ida Lindsay.
Debbie Buick.
Joan Lumley.
Gail Carrie.
Darlene Deyholos.
.... «SBBr : \/"^%»'
Sherry Rasmussen.
 H 66 BRITISH COLUMBIA
detailed information rapidly, relative to all subjects in the magazine over the past
years. "Two Nation Vacationland," involving the distribution of brochures on the
States of Washington and Oregon and the Province of British Columbia, is also her
responsibility. This year Mrs. Buick represented the Department at the Canadian
National Sportsman's Show in Toronto; the European Conference Chairmen's tour;
and escorted a visiting Travel Counsellor from the Canadian Government Office
of Tourism on a familiarization tour of Victoria and lower Vancouver Island. Mrs.
Buick participated in the 1974 Travel Counsellor Orientation Tour through the
Cariboo, Highway 16, the Queen Charlotte Islands, and returned to Vancouver
Island via MV Queen of Prince Rupert; a valuable working knowledge of these
parts of the Province was gained.
Mrs. Sherry Rasmussen assists with detailed letters and is involved in research
for the Calendar of Events and reference file. She is also in charge of all incoming
mail, delegating each letter to its appropriate section. Mrs. Rasmussen participated
in the Travel Counsellor Orientation Tour to the Queen Charlotte Islands in May.
Miss Darlene Deyholos is in charge of all "semidetailed" travel correspondence
and assists with "detailed" letters and counter inquiries. In addition, she is involved in research, obtaining material that is helpful to the British Columbia traveller. This year Miss Deyholos represented this Department at the San Francisco
Boat and Trailer Show in January and was the British Columbia representative at
the Confederation Centre of the Arts in the Confederation Building, Charlottetown,
P.E.I., during the summer months.
Mrs. Ida Lindsay is in charge of the stockroom for regional brochures and
transportation schedules required for mailing requests to the public. This involves
a great deal of correspondence throughout the year in order to keep our information
up-to-date. She also assists with semidetailed travel inquiries, the updating of a
information sheets and counter inquiries. During August she represented British
Columbia at Expo '74 in Spokane, Wash., for a period of two weeks.
Mrs. Joan Lumley is in charge of the master mailing list, the Norfield Strip
Index System, covering world-wide distribution of brochures. This involves the
processing of approximately 5,500 labels for bulk shipment. Other requests for
literature amount to approximately 20,000, including requests for posters, banners,
and Q.S.L. cards for amateur radio operators. Mrs. Lumley is also involved in
the research and updating of information files, counter inquiries, and routine office
work.
ACCOMMODATION SECTION
Fred S. Colthorpe
The year 1974 marked a most significant advancement in the Accommodation
Section, an advancement of major importance to the accommodation industry.
This year the Department was able to change from a once-a-year inspection
service performed by part-time inspectors to full accommodation counselling service.
To accomplish this, permanent Accommodation Counsellors are now located
in seven of the eight regional headquarters throughout the Province. These locations are Victoria, Vancouver, Kelowna, Nelson, Kamloops, Williams Lake, and
Prince George.
These counsellors have experience in the accommodation industry and travel
throughout their region inspecting establishments to ensure that they conform to
 REPORT OF THE TOURIST INDUSTRY, 1974
H 67
Government standards of courtesy, comfort, and cleanliness. They also counsel
the operator on the many problems facing the accommodation industry.
Counsellors attend seminars arranged by the Department. Guest speakers
knowledgeable in their field explain the intricate details of the many Acts and regulations the industry is involved with. Included in the training programme are
explicit instructions on the Hotel and Motel Room Tax Act, Innkeepers Act, Human
Rights Act, Fire Marshal Act, Health Act, and many others that have some bearing
on the industry. This programme ensures that counsellors are kept up to date with
the constant changes affecting the hospitality industry.
The Tourist Service Training Office of the Department of Education is assisting with Accommodation Counsellor seminars covering front-office management,
housekeeping, public relations, and accounting procedures, to name a few.
Through this plan we expect to keep our counsellors abreast of all new developments and innovations affecting the hospitality industry.
It is helpful to the operator to know the kind of products available on the
market to assist him with maintaining and keeping his establishment up to standard.
In addition, information on fire prevention and other safety standards is made
available to them by the counsellors.
It is imperative that closer liaison with accommodation operators be established. The counsellors speak at meetings held by Chambers of Commerce and
local hospitality groups and associations throughout their regions. These meetings
have already taken place at Vancouver, Nelson, and Fort St. John, and have been
very successful.
Motel swimming-pool, Vancouver Island.
 H 68
BRITISH COLUMBIA
Patio outlook over downtown Vancouver.
In addition to these duties, the counsellors continue to be ambassadors of
good will to the tourist and assist in promoting their region and the Province as
a whole.
While travelling through their region, the counsellors are constantly updating
material on tourist attractions, area population figures, and statistical information.
Registration of approved tourist accommodation—This was down slightly over
1973 and 192 establishments were removed from the register. Some of these
establishments are now operating as permanent apartments and are not available to
tourists; others are not up to Government standard. There were 149 establishments
added to the register this year. For varied reasons, many establishments in the
Province are not registered in the directory and we look forward to encouraging
their registration in 1975.
The tourist directory—This year, 900,000 copies will be printed and distributed
all over the world. The new computerized system of printing the "green book", plus
the availability of the Accommodation Counsellors on a full-time basis, has enabled
the deadline date for compiling the listings and rates to be reduced from August to
October. This is a significant step forward in one year. Some changes have been
implemented this year. One in particular is the compiling of the first 16 pages
into alphabetical order for easier reference.
The changes in registering of establishments planned in early 1974 went considerably well. The computerized system now in effect enables us to obtain very
useful statistics which were not readily known in previous years. Future planning,
in conjunction with our research department, will enable us to obtain a far wider
range of statistics on the accommodation industry.
 REPORT OF THE TOURIST INDUSTRY, 1974
H 69
The Accommodation Section is making a complete study of the routing of the
establishment listings. Each counsellor will study the listings in his region and see
what changes can be made to conform with the direction of the highway.
There are a considerable number of establishments in all 21 classifications
that for some reason or another are not listed in the green book. It will be of prime
importance for our counsellors to visit each establishment and make contact with
the management.
It is the goal of the Accommodation Section to see listed in the "green book" all
accommodation throughout the Province covering all types of classifications. This
will be of great assistance to the tourist in choosing the type of accommodation he
wishes.
Statistics show that nearly 50 per cent of the establishments registered in the
"green book" operate with 20 or fewer units; this is the priority group for counselling
services.
Complaints—While we continue to strive to create a better understanding with
the tourist and the operator, complaints are inevitable. Each complaint is investigated as much as possible.
Statistics show that the major complaint is the lack of cleanliness in establishments.   This will be of prime concern to the counsellor in his travels.
Throughout the year, several meetings held with the Department of Health
and the Department of Highways proved very worth while and enabled us to
understand more fully the problems to be tackled.
Co-operation received from these, and many other departments, has been of
immeasurable help in establishing this programme, for which the Department of
Travel Industry is most grateful.
Okanagan Lake, Kelowna.
 H 70 BRITISH COLUMBIA
British Columbia Tourist Accommodation Statistics, 1974
(Breakdown of total establishments and units by classification)
Number of Number of
Classification                                                              Establishments         Units
Hotels   152 8,458
Motor hotels  126 9,55«
Apartment hotels   12 511
Motels  762 15,682
Motor courts  113 1,136
Auto courts   12 67
Resorts—
Year-round   29 962
Summer  76 1,080
Fishing     26 183
Lodges    57 598
Dude ranches   18 276
Beach cottages   62 549
Bungalows   17 208
Cabins  65 470
Trailer parks  369 8,956
Houseboats  5 56
Campgrounds  588 14,397
Camping cabanas   3 32
Fishing camps  94 645
Hunting and fishing camps  11 56
Totals  2,597        63,880
Total establishments registered  1,970
Total registered establishments by classification  2,597
Total number of units  63,880
New establishments registered   149
Establishments removed from register   192
Establishments providing meal services   505
Establishments with licensed premises   397
Change of ownership   346
Year-round operation   1,402
Establishments with swimming-pools   261
VANCOUVER OFFICE
T. A. Notley
Adverse weather during June and most of July was responsible for very light
traffic through the centre during that period. Early spring visitors and very heavy
traffic through August, September, and the fall months more than compensated for
the slow start.
An increase in Vancouver-based conventions over 1973 figures contributed
in some measure to our increased activity.
A considerable increase was also noted in group tours from Europe and Japan.
Visitors from the United States, particularly California, were considerably reduced,
 REPORT OF THE TOURIST INDUSTRY, 1974 H 71
but an increase in Canadian visitors, notably Alberta and Ontario, more than filled
the gap.
An attraction that gained instant popularity was the Royal Hudson steam
train. No previous single attraction ever generated as much interest throughout
the Vancouver area. From the inaugural trip in June to the last trip in September
the office was swamped with inquiries, both over the telephone and the service
counter.
Participation in numerous meetings and seminars was undertaken, including
the Canada West International Congress Organizers, Scandinavian Travel Agents,
Winter Festival of Sports, and many others.
In co-operation with Vancouver Convention and Visitors Bureau, we participated in a variety of VIP visitor programmes. More than 50 visiting travel writers
were escorted throughout the area, as well as several visiting film crews, photographers, and travel agents from around the world.
Several European television groups were also escorted. Notable among these
was England's Allan Whicker filming a series for "Whick's Walks."
We are most appreciative of the enthusiasm of our staff, permanent and seasonal, and the co-operation we received from all segments of the private sector that
made 1974 a most gratifying year.
 H 72 BRITISH COLUMBIA
WINTER TRAVEL DEVELOPMENT
P. F. Barry
Promotional activities this year again concentrated on increasing the number
of ski-package wholesalers offering British Columbia ski-packages. These packages are being in turn marketed throught major air carriers' tour desks. In California a major programme has been developed in conjunction with Western Airlines, highlighting five major ski areas in the Province. A direct mail programme of
special brochures produced by Western Airlines is being conducted throughout
California to approximately 60,000 skiers. The programme will be backed up
additionally with an advertising campaign. To reinforce the British Columbia
Ski Adventure, a familiarization tour is planned early in the season for key Western Airline and reservations people from Los Angeles and San Francisco.
A similar package offering developed with Pacific Western Airlines is currently
being marketed in the Washington State area and in the Prairie Provinces of Western Canada. Again the emphasis is on total ski-packages. Initial response has
been very enthusiastic.
Additional ski-package programmes have been developed with CP Air and
are being marketed in Eastern Canada, California, and Japan.
Special mention should be made of the promotions to the Japanese market.
A special 15-minute movie was prepared, highlighting a package tour into the
Kootenays, in conjunction with CP Air and 20 major travel wholesalers from
Japan. This film and package information was presented in Japan later in the
year to several hundred travel agents. A similar programme highlighting the
Okanagan Valley is planned early in the new year.
Other major promotional activities involved the Department's participation,
along with representatives from several major ski resorts in the Province, in the
ski shows in San Francisco and Los Angeles. At the same time, using the same
audio-visual presentation prepared last year, seminars were conducted with the
reservations personnel of Western Airlines in San Francisco and Los Angeles.
A new Provincial ski brochure featuring an imaginative, illustrated cover by a
local Vancouver artist has been prepared and is now being distributed throughout
Canada and the United States.
A more active role is being taken by the Department in the Canada West Ski
Areas Association to ensure a constant communications link between individual
ski area operators and the Department, giving recognition to their unique problems
and areas of concern. Additionally, closer liaison with the regional tourist districts
throughout the Province has been maintained to help co-ordinate promotional
activities.
In co-operation with the Canadian Government Office of Tourism in Ottawa, a
direct mail campaign was conducted to 9,000 travel agents throughout the United
States. The response far exceeded expectations, when replies from almost 2,500
agents requesting available package tour information were received.
The response thus far to the many promotional activities with air carriers,
travel wholesalers, and major ski clubs has been extremely positive and holds
promise of another healthy growth year for winter travel in British Columbia.
Printed by K. M. MacDonald, Printer to the Queen's Most Excellent Majesty
in right of the Province of British Columbia.
1975
2,030-1274-2030

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