{"http:\/\/dx.doi.org\/10.14288\/1.0376288":{"https:\/\/open.library.ubc.ca\/terms#identifierAIP":[{"value":"0ab6c3f7-e5b0-4378-8a04-b3c5dcd5b99b","type":"literal","lang":"en"}],"http:\/\/www.europeana.eu\/schemas\/edm\/dataProvider":[{"value":"CONTENTdm","type":"literal","lang":"en"}],"http:\/\/purl.org\/dc\/terms\/alternative":[{"value":"REPORT OF THE TOURIST INDUSTRY, 1973","type":"literal","lang":"en"}],"http:\/\/purl.org\/dc\/terms\/isReferencedBy":[{"value":"http:\/\/resolve.library.ubc.ca\/cgi-bin\/catsearch?bid=1198198","type":"literal","lang":"en"}],"http:\/\/purl.org\/dc\/terms\/isPartOf":[{"value":"Sessional Papers of the Province of British Columbia","type":"literal","lang":"en"}],"http:\/\/purl.org\/dc\/terms\/creator":[{"value":"British Columbia. Legislative Assembly","type":"literal","lang":"en"}],"http:\/\/purl.org\/dc\/terms\/issued":[{"value":"2019-01-14","type":"literal","lang":"en"},{"value":"1973","type":"literal","lang":"en"}],"http:\/\/www.europeana.eu\/schemas\/edm\/aggregatedCHO":[{"value":"https:\/\/open.library.ubc.ca\/collections\/bcsessional\/items\/1.0376288\/source.json","type":"literal","lang":"en"}],"http:\/\/purl.org\/dc\/elements\/1.1\/format":[{"value":"application\/pdf","type":"literal","lang":"en"}],"http:\/\/www.w3.org\/2009\/08\/skos-reference\/skos.html#note":[{"value":" PROVINCE OF BRITISH COLUMBIA\nDEPARTMENT OF TRAVEL INDUSTRY\nHon. E. Hall, Minister R. L. Colby, Deputy Minister\nREPORT OF THE\nDepartment of Travel\nIndustry\nYEAR ENDED DECEMBER 31\n1973\n  The Honourable Ernest Hall, Minister of Travel Industry.\n  Victoria, British Columbia, December 27, 1973.\nTo the Honourable Walter S. Owen, Q.C, LL.D.,\nLieutenant-Governor of the Province of British Columbia.\nMay it please Your Honour:\nI respectfully beg to submit herewith the Annual Report of the Department\nof Travel Industry for the year ended December 31, 1973.\nE. HALL\nMinister of Travel Industry\n Victoria, British Columbia, December 27, 1973.\nThe Honourable E. Hall,\nMinister of Travel Industry.\nSir\u2014I have the honour to submit the Annual Report of the Department of\nTravel Industry for the year ended December 31, 1973.\nR. L. COLBY\nDeputy Minister of Travel Industry\n CONTENTS\nIntroduction by the Deputy Minister..\nAdvertising and Research\t\nBeautiful British Columbia Magazine\nBritish Columbia Festival of Sports....\nPage\n. 9\n. 11\n. 14\n. 16\nBritish Columbia House, London  21\nBritish Columbia House, Los Angeles  23\nBritish Columbia House, San Francisco  25\nCommunity Recreation Branch  27\nConventions and Contributing Grants  39\nExhibits and Displays  42\nFilm and Photographic Branch  44\nInformation Centre, Vancouver  50\nPersonnel and Accounts  5 2\nPublicity  53\nServices Programmes  56\nSpecial Promotions  58\nTourist Accommodation  63\nTravel Counselling  65\nTravel Information Services    67\nWinter Travel Development  70\n  Report of the Department of Travel Industry, 1973\nINTRODUCTION\nRichard L. Colby, Deputy Minister\nThe travel industry has produced another good year. It was, in fact, a record\nseason for expenditures, notwithstanding the difficulties and certain operational\nobstacles encountered.   Details are shown elsewhere in this Report.\nUndoubtedly, the travel trade and convention business will become increasingly\nimportant to the industry in view of the contemporary shortage of fuels for motor-\nvehicles in our Pacific Coast markets. As a result, an all-out effort has been made,\nand will continue to be made, to increase the impact of our direct promotions in\nthese fields. Viewed objectively, and judging by the results to the end of the year,\nindications are that these have been meeting with success.\nCo-operative liaison with all segments of the private sector has never been\nbetter than during 1973. Several projects and campaigns were held to the benefit\nof everyone.\nAs never before, the Provincial Tourist Advisory Council has demonstrated\nits interest in, and dedication to, the task of recommending improvements in every\nfield of the industry.   This we hereby acknowledge in its 10th year of existence-\nSimilarly, but more directly, the eight tourist regions have become even more\neffective in their promotions directed toward bolstering travel within their individual\nareas of the Province. Here, our new programme to use regional brochures as a\nmeans of more detailed information for travellers has been well received. The\nservices of the eight regional co-ordinators have been valuable in hosting visiting\nmedia personnel.\nStaffs of our offices in London, San Francisco, and Los Angeles have now been\nbrought up to full strength, thus enabling these three centres to take fullest advantage of the opportunities their locations provide to develop and expand existing\nmarkets. The move of our San Francisco office to a smaller, offstreet-location has\nbeen working out very well.\nA research officer has been appointed. Work in this direction commenced\nimmediately in co-operation with the Federal Office of Tourism.\nA significant overview study was completed by the B.C. Research Council.\nAdditionally, a study of the tourist development possibilities of the Bamfield-\nUcluelet-Tofino areas is expected to be finished early in the new year.\nCo-operation with the Federal Office of Tourism has developed into a profitable alliance. The results have meant significant benefits in all spheres of promotion and tourist information. This liaison will be made still more effective via the\nforthcoming appointment of a Federal representative who will be stationed in this\nProvince.\nThe Community Recreation Branch experienced a busy year, with increased\nactivity pointed toward assisting recreation departments throughout British Columbia. A modest advertising campaign was put into effect to acquaint communities\nwith the several services available to them. Recreation staffs co-operated with the\nFestival of Sports and also assisted various communities with their programmes.\nThe Branch contributed significantly to organizing the successful Canada Summer\nGames held in New Westminster-Burnaby in August.\n G 10\nBRITISH COLUMBIA\nThe Film and Photographic Branch continued its excellent production of still\nphotographs for use in Beautiful British Columbia magazine and general publicity\ndistribution purposes.\nThe film Island Eden added to its honours as the best travel motion-picture\nat the 1973 Canadian Film Awards. 'Ksan, another Branch production, was a\nfinalist in the same competition. A pilot film based on selected stories from Beautiful British Columbia magazine was produced toward the end of the year. It should\nbe particularly effective in television showings.\nBeautiful British Columbia magazine continued to prosper throughout the year.\nSuch was the subscription increase, it became necessary to convert to a computerized\nsystem of listing-handling. The new machinery, with its additional facilities, has\nallowed wrapping and labelling to keep pace.\nThe Department of Travel Industry recognizes the generous help and assistance\nreceived from many Government departments, and from firms, organizations, and\nindividuals during the year.   We value this teamwork and esprit de corps.\nMy personal thanks are offered to all staff members for their help, loyalty, and\nsupport. Their diligence and enthusiasm have been sustaining factors in all our\ncombined operations.\nBy the end of the year, certain organizational changes had come under review.\nResultantly, an interim chart appears in this Report.\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 11\nADVERTISING AND RESEARCH\nESTIMATED TOURIST REVENUE, 1973\nResearch is still not complete to establish a reliable formula whereby tourist\nrevenue to the Province can be calculated. Until this has been attained, we are\nmeantime reasonably confident in estimating the 1973 total intake to have reached\napproximately $660,000,000.\nThe amount represents a 15-per-cent increase over the revised 1972 expenditure estimate of $574,000,000-\nThe number of border crossings from the United States equalled the 1972\nfigures in spite of the gasoline shortage in that country.\nThe growth in travel within the Province, and from the remainder of Canada,\nis indicated by the 20-per-cent jump in hotel and motel room expenditures for the\nfirst nine months of the year.\nWhile a precise breakdown of the source of traveller expenditures in British\nColumbia is not presently available, the following chart provides a good indication\nof the relative importance of the various travel markets to the Province's travel\nindustry.\nTraveller Expenditures by Origin, 1973\nEstimated Total Expenditure, $660 Million\nOur thanks are extended to the Bureau of Economics, Department of Industrial Development, Trade, and Commerce, for their assistance in producing\nthese figures.\nADVERTISING\nSpring and Summer\nOur travel promotion in Western United States began in March with four-\ncolour ads in western regional editions of various American magazines. The magazine campaign continued throughout April and May and included placements in\nmagazines directed to teachers, travel magazines, and general interest publications.\nNewspaper campaigns ran from March to May in Washington cities as well\nas Los Angeles and San Francisco. Regional editions of National Observer and the\nChristian Science Monitor were also used to promote spring travel to British Colum-\n G 12\nBRITISH COLUMBIA\nbia. Radio and television campaigns supported the newspaper programme in Seattle\nand Spokane during April and early May.\nIn co-operation with CP Air and Western Airlines, the \"British Columbia\nNight\" promotion was again conducted in a number of California communities. In\naddition to the nine communities covered last year (Sacramento, Stockton, Modesto,\nFresno, Santa Barbara, Santa Monica, Van Nuys, West Covina, Newport Beach),\nLong Beach and Pasadena were included this year. To sustain the interest in\nBritish Columbia created by \"British Columbia Night,\" small-space ads were placed\nin the community newspapers in these areas.\nTo bolster our advertising programmes in California, British Columbia participated in co-operative advertising campaigns with CP Air and Western Airlines.\nPrairie Provinces\nA newspaper campaign promoting early spring travel began in March and\ncontinued throughout April in the larger Prairie centres. The spring programme\nwas followed by our advertising campaigns encouraging early summer vacations.\nNewspaper programmes were supported by radio and television during April and\nearly May.\nFall\nFall travel campaigns began in August in Washington\/Oregon and the Prairie\nProvinces. Newspaper campaigns were used in both United States and Prairie\nmarkets- Bus boards were used to sustain awareness in major Prairie markets,\nwhile radio supported the newspaper campaigns in Washington and Oregon.\nBlack-and-white ads were placed in western editions of selected American\nmagazines in August and September. On a national basis, class magazines such as\nthe New Yorker, Harper's, and Atlantic Monthly were used to reach the upper\nsocio-economic segment of the United States population. Readers in this group\ntend to take more than one vacation each year and are most likely not restricted\nto specific holiday periods.\nWinter\nWinter travel programmes were restricted primarily to the ski markets in\nOntario and Western United States. Our ski campaigns were supplemented by a\nCP Air co-operative promotion in the same markets. Small advertising campaigns\nwere directed to rural areas of the Prairies and week-end trip promotions in the\nlarger urban centres of Alberta and Washington.\nInternal (Spring and Fall)\nA series of newspaper ads placed in dailies, weeklies, and ethnic publications\nthroughout British Columbia encouraged British Columbia residents to vacation\nwithin their own province. Radio and television supported the newspaper campaign during the spring.\nNew Markets\nUnited States\u2014British Columbia again participated in the \"Two Nation Vacation\" programme in co-operation with Washington and Oregon. As in the past,\nthis consisted of a full-colour gatefold insert in every other United States copy of\nthe National Geographic in February.\nJapan\u2014British Columbia also participated with a full-colour page in the\n\"Canada West\" insert in the Japanese edition of Reader's Digest in April.\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 13\nEastern Canada and Northern United States\nBritish Columbia was involved in co-operative programmes with CP Air and\nAir Canada to encourage vacation travel to British Columbia from eastern markets.\nMarkets included Toronto, Montreal, New York, Cleveland, Detroit, Buffalo, and\nBoston. A survey of CP Air coupon respondents indicated excellent results from\nthis promotion.\nA full-colour page was also placed in the \"Explore Canada\" booklets in\nMacleans, Chatelaine, and Reader's Digest (French and English editions) promoting interprovincial travel.\nConventions\nA survey of convention organizers of all groups who had held a convention\nin British Columbia within the past four years was conducted in early 1973. The\nresponse was excellent (70 per cent)- The results provided valuable information\nconcerning convention facility requirements by various groups as well as what\nfacilities and services convention organizers expect when choosing a convention\nsite. Due to the results obtained through the study, some changes were made in\nour strategy to increase our share of the convention market.\nLimited budget was expended for advertising purposes, and this was directed\nprimarily to local members of associations, corporations, and professional groups.\nRESEARCH\nSubsequent to the appointment of a research officer to our staff, a programme\nof travel research in depth has begun with the co-operation of the Federal Office of\nTourism. The ultimate aim of the programme will be development of a master\nplan for the entire Province.\nThe first study, done this year, was in the form of an overview carried out by\nthe B.C. Research Council to determine the present standing of travel research in the\nProvince, and to make recommendations for future studies. This has been completed, and further work will be undertaken immediately.\nA study has been carried out with a view to determining how tourist facilities\nshould be developed in the Bamfield-Ucluelet-Long Beach-Tofino area. This portion of the Province is facing problems due to a large visitor increase in recent years.\nThe study is due for completion early in the new year. The recommendations\nwill take into account the best interests of visitors, residents, and the private sector.\n\u25a0\u25a0MBI\n... 4\n-\u00bb:*>\n.;sS*\\'%\n G 14 BRITISH COLUMBIA\nBEAUTIFUL BRITISH COLUMBIA MAGAZINE\nB. H. Atkins\nBeautiful British Columbia magazine is now in its 15th year of publication.\nFor the fall issue, the printing order increased from 285,000 copies in 1972 to\n334,000 in 1973, and the winter issue from 303,000 in 1972 to 358,000 copies in\n1973. Paid subscriptions increased by 40,000 to 255,000. A total of 276,000\ncopies of the 1974 Calendar Diary was printed and offered as part of the pre-\nChristmas promotion to subscribers. The magazine is mailed to more than 80\ncountries.\nThe subscriber lists were completely converted to a computer mailing operation\nduring the year and new wrapping and labelling machinery is now in operation.\nThis high-speed equipment will enable us to handle an increasing number of subscriptions for many years to come.\nThe magazine subscription office has moved to new quarters. This increased\nwarehouse and office space will improve the efficiency of the operation.\nIn 1973 there appeared in the magazine 25 articles on British Columbia and\nour way of life. These photo-stories dealt with a variety of subjects depicting the\nProvince and its people. We are, after all, the prime promotional publication of the\nProvince, and the purpose of the magazine is to illustrate the varied terrain and\npositive conditions most British Columbians enjoy.\nAt the same time, continued emphasis was manifest in stories dealing with our\nenvironment.   All stressed the importance of its protection and preservation.\nTo make readers aware of this unique heritage, six articles featuring Provincial\nparks were used in 1973. Another dealt with a national park. A further three\nstories were based on museums, while yet three more were naturalistic in content.\nAn example of the last-mentioned was a full-page spread on the great horned\nowl in the autumn issue. This same edition carried an announcement of the\nProvince's acquisition of an additional 1,699,000 acres of Provincial parks early\nin 1973. \"Thus,\" said the magazine of the event, \"with foresight, wisdom, and\nappreciation, British Columbia pays homage to the innumerable wonders of Nature.\"\nNotwithstanding its multipurposes in the varied sphere of our Province and\nall it has to offer, the magazine is a most effective agent in its support of conservation. We have not been made aware of another Provincial publication so dedicated\nto fostering interest in all environmental programmes.\nApproximately 3,800 colour illustrations were added to selection files this\nyear by staff photographers. These photographs are also used in Departmental\npromotional pieces, by other Government agencies, magazines, publications, and\nfree-lance writers.\nOf the 138 illustrated articles and photographic selections submitted by freelance writers and interested readers, 11 photo-stories and some 62 pictures were\nreproduced.\nThis office also guides and assists other Department branches in the preparation\nof their promotional maps, literature, and brochures.\nA pilot motion picture based on the magazine was produced for television.\nAs companion pieces, the further proposed productions will bring to life the pages\nof Beautiful British Columbia magazine in thirteen 30-minute programmes.\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 15\nThe series will differ somewhat from the prestige motion pictures at present\nproduced by the Department in that they will be produced to television standards\nand requirements. They will consist of random-length sequences and will appear\nin the same manner as the articles in the magazine. This will permit the coverage\nof many varied events in all sectors of the Province within a year of production\nTo Western Friends\nSuch magnificence and beauty\nAs command your daily gaze\nMust produce poetic thinking\nAs you go your several ways;\nAnd such shades of tone and colour\nRarely seen on printed page\nHave existed eons many,\nAnd survived from age to age.\nHow can man whose observation\nFollows him from hour to hour\nEver doubt the real existence\nOf a wondrous Higher Power!\nThough we do not use poetry, these lines are typical of the verses reaching us\nfrom readers. Mrs. A. P. Kelso, Montreal, was motivated to write them after\n\"looking through\" a recent issue of our magazine.\nNew equipment now speeds the magazine to world-wide destinations.\n G 16 BRITISH COLUMBIA\nFESTIVAL OF SPORTS\nThe second British Columbia Festival of Winter Sports, January 18 to February\n5, 1973, attained new high levels of success in participation and achievement by\nathletes of all ages.\nHighlighted by the remarkable performance of Senior Ladies Singles Figure-\nskating Champion Karen Magnussen, the Winter Festival included 120 events,\nstaged in 50 communities and eight ski areas, involving close to 25,000 participants.\nPublic interest expanded community involvement in every region, and increased\nthe programme of events staged by Provincial sports-governing organizations.\nAttendance at Winter Festival events was estimated at close to 175,000. Nine\nnational records were shattered in a variety of different winter sports, and scores of\nnew regional marks were established.\nThe Department of Travel Industry's advertising and promotion campaign\nfeatured all-media coverage concentrated in British Columbia, Alberta, and Western\nUnited States.\nTravel posters in full colour featuring figure-skating, basketball, and wrestling\nmotifs were produced and widely displayed in quantities of 2,500. Smaller posters\ntotalling 3,500 were distributed to sports groups to assist local\/regional event\npromotions.\nSchedule of Events folders numbering 140,000 were distributed throughout the\ntarget area with the voluntary assistance of the Canadian Imperial Bank of Commerce; Pacific Western Airlines; British Columbia Ferries; Automobile Associations\nin Alberta, Washington, and Oregon.\nA high-impact multimedia advertising campaign (including magazine, radio,\nnewspaper, and television) in the target area generated more than 35,000,000 advertising impressions.\nDuring the three months preceding the Festival period, 30 comprehensive press\nstories were prepared and distributed to all media in British Columbia, Alberta,\nWashington, and Oregon. Lineage equivalent to more than 100 pages of newspaper\nspace was contributed to Winter Festival event stories.\nFeature stories were prepared for a variety of American and Canadian publications. Television and radio interviews were arranged. The co-operation of all\nmedia in giving extra exposure to Winter Festival events is noted and appreciated by\nthe Festival Committee and sports organizations.\nThe Communications Network (COMNET) was organized to co-ordinate the\nresults of Festival activities for dissemination to all media during the three-week\nFestival period.\nCOMNET telephone service, donated by the B.C. Telephone Company, is\ngreatly appreciated by the Festival Committee.\nThe fourth annual British Columbia Festival of Sports, May 17 to June 4,\n1973, was a record-breaking success.\nAs a tourist promotion, the event hit an all-time high. Athletically, it was the\nfinest ever staged in the Province.\nThe figures tell the story. Close to 120,000 people participated in 330 events\nin 98 communities. The participants came from all 10 Canadian provinces, the two\nTerritories, 11 American States, and from Japan, Denmark, Australia, New Zealand,\nWales, and West Germany.\nOver all, the Festival drew competitors to 79 international events, six national\nchampionships, four Western Canada championships, and 12 Provincial championship events.\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 17\n G 18\nBRITISH COLUMBIA\n_H___iK.::::   :        -!V\nWorld figure-skating champion, Karen Magnussen, receives gold medal from\nHon. Ernest Hall.\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 19\nThe Festival further provided the backdrop for many Provincial play-downs\nleading to the Canada Summer Games in New Westminster-Burnaby, August 3\nto 12.\nThe tourist figures are most impressive:\n\u2022 Estimated total audience attendance attending events was 850,000. This\ncompares to the 820,000 who saw the Province-wide extravanganza the\nyear before.\n\u2022 Total estimated round-trip miles travelled by participants was 11,155,000.\nBroken down, it comes to 3,450,000 miles for participants outside North\nAmerica and 7,705,000 miles for North American participants.\n\u2022 Estimated total amount spent by participants, coaches, and officials on\ntravel, food, and entertainment was $1,265,502.\nIn keeping with Festivals of the past, this one also had its share of records,\nbut no one could have predicted the record-cracking achievements of so many\nparticipants.\nWhen it was over, these impressive records had fallen:\n\u2022 One world mark, broken by a British Columbia athlete during the highly\nsuccessful Canadian Wheelchair Games at UBC.\nFifty-four Canadian records.\nSix Western Canadian records.\nTwenty-one Provincial records.\nMeet records broken during a host of events over the three week-ends\namounted to 312.\nThrough it all, the Festival of Sports continued to provide a mass participation\nprogramme so vital to the physical development of all people around the Province.\nA large measure of the success in participation and audience increases is\nattributed to the multimedia advertising and promotion campaign sponsored by the\nDepartment of Travel Industry.\nThe high-impact media campaign, concentrated in British Columbia, Alberta,\nand Western United States, included American and Canadian magazines, radio and\ntelevision spot announcements, and large-space insertions in daily and weekly newspapers.   More than 58,000,000 impressions were created.\nFive thousand full-colour travel posters, featuring the theme \"Provincial Play-\ndowns for the 1973 Canada Summer Games\" were displayed across Canada, in many\nUnited States centres, and in European and Pacific Rim countries.\nPrimary distribution of 185,000 Schedule of Events folders in British Columbia\nwas achieved with the co-operation of the Canadian Imperial Bank of Commerce\nand their 220-odd branch managers in the Province. CP Air and Pacific Western\nAirlines distributed thousands of folders in seatpacks prior to the Festival. So did\nAutomobile Clubs in Alberta, Washington, and Oregon; B.C. Ferries; the Department of Travel Industry; and members of the B.C. Motels, Resorts and Trailer-\nMobile Home Parks Association.\nThree months prior to the Festival period, comprehensive press stories were\nprepared and distributed to all media in British Columbia, Alberta, Washington,\nand Oregon.\nLineage equivalent to 200 pages of newspaper space was contributed to Spring\nFestival event stories. Feature stories were prepared for a variety of American and\nCanadian publications. Television and radio interviews were arranged. The Festival's Communications Network (COMNET) again co-ordinated the results of\nFestival activities.\n G 20\nBRITISH COLUMBIA\nCOMNET telephone services, donated by the B.C. Telephone Company, were\nagain greatly appreciated by the Festival Committee. The service is invaluable to\nthe massive communications requirements preceding and during the Festival.\nThe Winter and Spring Festivals of Sports in 1973 continued to provide an\nincreasingly popular incentive for the development of expanded participation and\nsports programmes throughout the Province. The growth in numbers of Community\nFestivals, and the increasing size and popularity of many events, indicate a trend\nbeneficial to all associated with the travel industry.\nJ\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 21\nBRITISH COLUMBIA HOUSE, LONDON\nRoderick J. Fraser\nTravel trends have changed rapidly in this lucrative and competitive market\nthat exceeds 300,000,000 people, necessitating specialized methods of promotion\nthat are different from the approach made to the United States market area. The\nmost important single change in the United Kingdom travel trends to Canada has\nbeen the introduction in 1973 of the low air-fare advance-booking charters. These\ncharters were for the most part fully booked for the popular travel months, and\nconsiderable increases in capacity are being made for 1974. It is interesting to\nnote that a similar advance booking charter fare is being planned between West\nGermany and North America for 1974.\nScheduled carriers between the United Kingdom\/Europe and Western Canada\nhave also experienced record traffic. Several plan to introduce new larger aircraft\nto accommodate the expected further increased seat demand in 1974.\nDuring the visits of Hon. Ernest Hall in December 1972 and July 1973, and\nthe Deputy Minister's visit in December 1972, meaningful meetings held with Air\nCanada, CP Air, and the Canadian Government Travel Bureau are resulting in\nrevised Department promotional policies in the United Kingdom and on the Continent. Areas of promotion under careful consideration are the international conference, incentive travel markets, and selected co-operative advertising campaigns.\nA high level of co-operative promotional activities has been maintained\nbetween British Columbia House, London; the Canadian Government Travel\nBureau; Air Canada and CP Air in the United Kingdom and the Continent. These\nhave included travel promotional evenings with travel agents in England, Scotland,\nWales, The Hague, and Frankfurt. Further similar promotions are in the planning\nstages for January and February of 1974, and include Berlin and several large\ncities in the United Kingdom.\nWith the co-operation of the Canadian Government Travel Bureau and Air\nCanada, four travel writers from England, Holland, and Germany went to British\nColumbia to join the Department's annual Press Tour of the Province. Several\nexcellent articles have resulted, with others to follow in early 1974. Other writers\nselected by the Canadian Government Travel Bureau offices were sent to the\nProvince under the Visit Canada Programme during the year. Many free-lance\nwriters and publishing houses continually call on this office for detailed information\nand black and white as well as colour pictures for their articles and various publications on British Columbia.\nA highly successful promotion was completed with the co-operation of CP Air\nand the Sunday People newspaper. The \"Pan for Gold in Canada\" contest, with\nthe accompanying promotional stories and picture material supplied by this office,\nhad a circulation of 5,000,000 and an estimated readership of 13,000,000. The\nwinning couple went to British Columbia, accompanied by a Sunday People staff\nreporter, and followed the \"Gold Rush Trail\" to Barkerville. Coverage of their\ntravels resulted in even more exposure of the Province in the Sunday People.\nDiscussions held with BBC-TV resulted in a representative being sent to the\nProvince to investigate the possibilities of filming an hour-long documentary. As a\nresult of the excellent co-operation of head office, filming will commence in July\n1974.\n G 22\nBRITISH COLUMBIA\nArrangements were made for a photographer from the Daily Telegraph to visit\nthe Province in July to do a photo story on the Cariboo \"Gold Rush Trail.\" Again,\nwith the co-operation of head office, excellent photo material was gathered.\nThe Director of Travel Promotion attended the annual Association of British\nTravel Agents' convention in Mallorca, where many useful contacts were renewed\nand new ones established. Many meetings have been held with officers of this\nassociation, resulting in British Columbia making a firm bid for their 25th anniversary conference in 1975. With an estimated attendance of 2,000 delegates,\nsuccess of our bid would be invaluable to our marketing efforts in the United\nKingdom.\nTravel agents and tour operators continually call on this office for detailed\ninformation to assist them in planning their clients' holidays and tour packages.\nIndividual travel inquiries received by mail, telephone, and in person continue to\nincrease. All are answered to the best of the co-operative staff's ability.\nDemand for Department films on deposit in the film library continues to be\nheavy as more tour operators and clubs realize the promotional value of our films.\nA descriptive film catalogue is being developed for distribution to these organizations.\nThe addition to the Department's representation in London of Mrs. Joyce\nMair in the latter part of the year, and with new promotional policies being planned,\nwill enable this office to exploit more fully the travel potential of the European\nmarket.\nThere seems little doubt that Western Canada, and British Columbia in\nparticular, holds great interest for residents of the United Kingdom and the Continent. With planned development this will result in a valuable source of travel\ndollars to the Province in the very near future.\n REPORT OF THE TOURIST INDUSTRY, 1973 G 23\nBRITISH COLUMBIA HOUSE, LOS ANGELES\nVictor A. Downard\nThis year, 1973, has provided British Columbia House, Los Angeles, with\nprobably the most unsettled conditions it has experienced.\nIn the early part of the year, when the world monetary situation became very\nunsettled and the U.S. dollar fell to its lowest level, all looked very promising for\nour best tourist year. As time passed and with the Canadian dollar remaining\npractically at par with the U.S. dollar, it began to appear that Canada, and particularly British Columbia, was going to benefit from the devalution of the U.S. dollar\nin the European and other countries.\nThen came the gas\/oil and energy crisis in May, which again slowed things\ndown. We recovered from this, but subsequent talk of gasoline rationing developed\nto slow us down again and, at the time of writing this report, we are still experiencing\ngasoline shortages, service-station closures due to price controls, and the general\ngasoline situation does not appear to be going to improve in the near future.\nIn spite of these unsettled conditions, our continuing and improving promotions and advertising have provided us with an exceptionally active year and we\nare sure of an increase in tourism from Southern California and Arizona in 1973.\nOur 1973 spring promotion programme was changed this year and consisted\nof seven consumer shows and travel agent receptions in Santa Barbara, San Gabriel\nValley, Van Nuys, Newport Beach, Santa Monica, Pasadena, and Long Beach.\nTravel agents' dinners and shows were held in Los Angeles, Phoenix, and San\nDiego, convention executives lunches in Phoenix and Los Angeles, and a joint\ncampaign with Harper's Bazaar magazine and the May Company stores in Southern\nCalifornia.\nThe consumer shows were a British Columbia-Western Airlines-newspaper\npromotion in which films on British Columbia were shown to audiences in the\nvarious cities in large high school or university auditoriums. Attendance averaged\nabout 1,000 per showing. A special travel kit on British Columbia was handed out\nto all attending the shows.\nIn co-operation with Western Airlines and the newspapers, travel agent receptions were held in the cities mentioned to alert the travel agents to the shows and\nget their full participation in promoting the shows and British Columbia. Ticket\ndistribution to the travel agents was handled by the newspapers at the receptions\nand proved to be very successful, with an average of 50 to 60 agents attending.\nAssistance was provided the Department by this office in developing personnel\nfor a travel writers' tour of British Columbia in June of this year. We were fortunate\nin getting six travel writers from the Southern California area. Later in the year\nthe same type of assistance was given the Department to develop convention executives from this area to participate in a tour of convention facilities of our Province.\nSpring and summer vacation travel was promoted in the late winter and spring\nmonths by the Department participating in sport, vacation, and travel shows at the\nAnaheim Convention Centre, the New Convention Centre and Show Centre in\nPhoenix, and the Los Angeles Convention Centre. The Anaheim and Los Angeles\nshows were in participation with the PNTA and fortunately we had British Columbia\npeople in attendance at both shows. We had our own booth in the Phoenix show,\nstaffed by Department personnel from Victoria and Los Angeles. Attendance at\nall three shows has increased over previous years.\nOur ski and winter vacation promotion in Southern California this fall was a\njoint project with Western Airlines, British Columbia, Alberta, and the Canadian\n G 24\nBRITISH COLUMBIA\nGovernment Travel Bureau. Through this we had British Columbia representation\nalong with Alberta at the Western Airlines booth in the Los Angeles Ski Show,\nOctober 11 to 14. Following the ski show all participants had joint ski seminars\nin San Diego and Los Angeles. These were attended by representatives of ski clubs\nand ski-oriented sales people of Western Airlines and selected travel agents. Following the shows and seminars there will be a joint advertising campaign taking place\nin November, December, and January sponsored by British Columbia, Alberta, and\nWestern Airlines in Southern California newspapers, trade journals, ski magazines,\nand periodicals.\nWe have been fortunate with good press coverage and quite a number of\nfeature articles in the newspapers, trade journals, and magazines through close\nco-operation with the Canadian Government Travel Bureau, air-lines, newspapers,\nand magazines.\nContinuing field trips have been made throughout the year, with calls on and\nassistance being given to tour operators, wholesale and retail travel agents, transportation companies, group and individual travel clubs, district offices of automobile\nclubs, and convention organizers.\nThe promotions, field trips, and the Department's advertising in Southern\nCalifornia have created increased demand on the Los Angeles office for information\nand details on British Columbia from the above sources and from the individual\ntraveller. The demand from these sources and individual requests by telephone and\nmail were met by our supplying information on particular British Columbia areas\nand attractions. Four large mail-outs of British Columbia material were made\nfrom this office to travel agents and tour operators; the first in early February, the\nsecond in March, and the third in early May. The fourth to cover the ski and winter\nsports programme was completed early in November. These mail-outs average\napproximately 800 to 850 each time and cover the Southern California and Arizona\nareas.\nThe number of telephone and mail inquiries has increased considerably this\nyear and with the volume mail-outs, our distribution of British Columbia literature\nis considerably greater this year.\nThe Los Angeles office is now in its seventh year of operation and the staff\nhere continue to feel most encouraged by the steady growth of interest shown in\nour Province by people of this area. We feel confident that tourism from Southern\nCalifornia and Arizona will continue to flourish over the years.\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 25\nBRITISH COLUMBIA HOUSE,  SAN FRANCISCO\nHarry Harrod\nA move to new quarters for the Department's San Francisco personnel was\nnecessitated early in 1973 by the termination on December 31, 1972, of Department of Industrial Development representation in British Columbia House, 599\nMarket Street.\nAs it would have been uneconomical to continue in these large offices, smaller\noffices at less than one-quarter of the previous rent were selected at Suite 400, 100\nBush Street, the Shell Building, a short distance from the former British Columbia\nHouse and convenient to both Canadian Government Travel Bureau and the Canadian Consulate.  The move was completed by February 1.\nSome change in the pattern of tourist inquiries was expected following the\nchange from street-level to a fourth floor location, and statistics during the year\nshowed a natural decrease in counter inquiries. However, this corresponded with a\nconsiderable increase in telephone and mail inquiries which, it is felt, represent a\nmore serious intention to visit the Province than the casual interest of passersby.\nProjected to the end of the calendar year, statistics for 1973 record an approximate total of 9,000 tourist inquiries. In addition, approximately 1,000 telephone\ncalls and letters from travel agents and automobile club offices were recorded.\nThe San Francisco office participated in the following two travel shows and\ntwo major field promotions during the year:\n(a) The San Francisco National Sports and Boat Show, January 12 to\n21, at which head office personnel assisted. Official show attendance\nwas 387,004.\n(b) The San Francisco Ski Show, October 19 to 21, for which a new\n20-foot exhibit was designed by this office in co-operation with\nExhibits and Displays Section. CP Air shared space costs with our\nDepartment and assisted in manning the exhibit. Show attendance\nwas estimated at more than 40,000.\n(c) The Central Valley Promotion, March 20 to 24, in co-operation with\nMcClatchy Newspapers and the Stockton Record, for which the Director of Special Promotions brought down an excellent 60-minute\nfilm show titled \"Vacationland\u2014British Columbia.\" Newspaper\nadvertising and editorial support plus \"Week-end in B.C.\" prize\npackages in co-operation with CP Air were arranged by head office\nand the film showings in Stockton, Modesto, Fresno, and Sacramento\ndrew audiences totalling more than 5,000.\n(d) Ski seminars in co-operation with Canadian Government Tpavel\nBureau, CP Air, Pacific Western Airlines, and Travel Alberta, October 23 to 25, 27, and November 13, for which head office provided\na new audio-visual slide show. Key travel agents, ski-club representatives, and ski writers were invited to the dinner presentations\nin San Francisco, San Jose, Sacramento, and the Far West Ski\nAssociation Forum in Berkeley.\nThe San Francisco office assisted a number of other promotions during the\nyear, including a three-day \"Team Canada\" visit to Stockton in February sponsored\nby the Canadian Consulate; an Oakland Travel Exhibit staged by East Bay Travel\nAgents in March; our Department's Annual Travel Agents' Dinner in San Francisco,\nApril 18; receptions connected with the maiden voyage of Sitmar Cruises TSS Fair sea\nto Victoria in May; a month-long \"Summer Previews\" travel promotion in 16 Liberty\n G 26\nBRITISH COLUMBIA\nHouse and Rhodes Department Stores in California, Oregon, and Washington, May\n13 to June 15; and a first annual dinner reception for interline personnel of major\nair-lines in San Francisco, July 31.\nParticipation in the organizing of familiarization tours to British Columbia for\ntravel writers and travel agents was highlighted by our Department's annual Press\nTour, June 3 to 9, for which six top writers from the Bay Area were selected, but\nalso included, in co-operation with the Canadian Government Travel Bureau and\nCP Air, individual research visits to Vancouver-Victoria for writers from Better\nHomes & Gardens and Press Publications, and travel agents' familiarization tours\ninvolving 13 agents in April and 10 in June, plus 25 sales personnel from California\nagencies retailing British Columbia package tours.\nPublicity resulting from assistance to writers and editors appeared in 23 different Bay Area newspapers and magazines and, in the major ones, repeatedly\nduring the year.\nTo the end of October, British Columbia travel and wildlife films had been\nshown 26 times on Bay Area television stations. Department travel films were\ncirculated throughout the year to travel clubs and special 10-day showings were\narranged for a Crocker Bank travel promotion and the Recreational Vehicle Show\nin Oakland.\nPersonal calls were made on new travel agents, wholesalers, group travel\norganizations, and publicity media to establish the San Francisco office as a continuing source of information and assistance on travel to British Columbia.\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 27\nCOMMUNITY RECREATION BRANCH\nJ. H. Panton\nThe Community Recreation Branch received an additional $200,000 for its\n1973\/74 operation and a new office was established in Vancouver. This has enabled\nthe Branch, through all area offices, to provide a much more effective service than\nin the past.\nA Government study of recreation, competitive amateur sports, and fitness\nannounced in March was received with great approval. It is now the hope of all\nrecreation people in British Columbia that a long-overdue evaluation of these\nservices will result in more effective and expanded programmes designed to meet\nthe needs of the 70's.\nIn 1973\/74 the Branch continued to function with no change in structure,\nbut more effectively due to an increased budget and an additional staff member in\nVancouver.\nDuring the past year the five new grant programmes have grown to full status,\nwith resulting benefits of a very significant nature to communities. The following\nstatistics indicate their excellent acceptance:\nNumber       Amount Approved\n$\nSpecial project grants   138 166,908.00\nAdministration grants  278 83,400.00\nStaff-hiring incentive grants      44 83,036.00\nRegional District study grants        4 1,600.00\nRegional District Recreation Commission\nOrganization grants       2 6,000.00\nTotals    466        340,944.00\nSpecial projects beyond the local recreation budget could not be carried out\nwithout our special assistance. This programme enables recreation directors to\nproceed with activities not foreseen when budgets were discussed.\nStaff-hiring incentive grants provide financial assistance for new positions\nonly. This has had a great impact in smaller communities or whenever communities have been on the verge of hiring. These grants have become an important\nadjunct to the hiring of recreation personnel in British Columbia.\nThe administration grants are for all communities without full-time personnel.\nThey are mainly effective as an aid to the small recreation commission operation.\nRegional district study and organizational grants are incentives for regional\ndistrict branches to provide recreation service and to aid the initial organizational\nphase of a new recreation commission.\nCommunity Recreation Branch assistance played a major role in the following\nProvincial projects during the year:\n(1) Provincial Recreation Conference at Salmon Arm.\n(2) Canada Summer Games at Burnaby-New Westminster. The entire\nstaff was involved during the Games and the Director and Sports and\nFitness Co-ordinator were members of the Canada Games Society.\n(3) Professional Recreation Society travelling seminar.\n(4) British Columbia Recreation Association, Opportunity for Youth\nprogrammes.\n(5) Some recreation-oriented Local Initiative programmes.\n G 28\nBRITISH COLUMBIA\nSTAFF\nThe retirement of E. W. \"Wally\" Mayers in May marked the end of 39 years\nof service in the Provincial Government. Mr. Mayers was the Branch's Central\nBritish Columbia Recreation Consultant from 1955 to 1973. Roger Lamoureux\nwas moved from Prince George to Kamloops. Two new appointments were made\n\u2014Gary McClenaghan was appointed to the Prince George office and Clyde Griffith\nto a new office in Vancouver.\nSPECIAL PROVINCIAL PROGRAMMES\nThe Branch launched a revised Run-Walk-Cycle-Swim-Skate programme in\nall communities and schools. Though initial impact has been beyond expectation, it\nwill probably require ongoing promotion to sustain and create interest.\nA very interesting project named \"Take a Fun Break,\" designed to involve\nfamilies as a unit, was launched on an experimental basis in the Courtenay-Comox\narea. It is hoped this will prove successful and then be presented as a total Provincial programme.\nThe Branch assisted with two major Opportunity for Youth programmes during\nthe summer of 1973:\n(1) Greater Victoria Leisure System Study.\n(2) Winter Outdoor Recreation Safety Project.\nEach of the Branch's field staff was involved with several Local Initiative\nprogrammes, Opportunity for Youth and other programmes of the Federal Government.\na 7\nf: t   \\\nRegatta.\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 29\nFive University of British Columbia students in third-year recreation were\nprovided with a bursary to enable them to work in recreation departments during\nthe summer.\nThe Provincial Recreation Conference in Salmon Arm was assisted by the\nBranch through the Kamloops and Kelowna offices.\nA very successful educational tour of Ontario recreation departments and\nfacilities was organized and conducted by P. Grant. Nine British Columbia recreation professionals had their air fare paid by the Branch.\nThe entire staff were involved with the Canada Games in New Westminster-\nBurnaby as members of the British Columbia Canada Games Mission staff. It was\ninvaluable experience in an event which has achieved great significance in Canadian\nsport. Four staff members made an outstanding contribution by organizing the\nTorch Relay from Fort St. John to New Westminster via Victoria and Nanaimo.\nThe Branch co-operated with the Sports Festival staff. The Branch encouraged\ncommunity participation in Festival events and provided assistance to local Festival\ncommittees.\nLIBRARY SERVICES\nThere has been a startling increase in film usage from the library in Vancouver.\nThe latest count showed nearly 8,000 viewers monthly used the service that has\ndeveloped from mediocrity to a significant educational programme. This development could become a very important facet of Branch service.\nRECREATION SERVICES FOR THE BLIND\nJ. Lewis, attached to the staff of the Branch, works independently through the\nCanadian National Institute for the Blind in Vancouver. Quarterly reports submitted by Mr. Lewis indicated a wide variety of white cane recreation activities\nthroughout the Province.\nNATIONAL INVOLVEMENT OF COMMUNITY RECREATION BRANCH\nCanada Games.\nCanada Games Council.\nCouncil of Provincial Directors.\nFederal Recreation Facilities Study.\nFederal programmes such as Opportunity for Youth and Local Initiative\nprogrammes.\nSport Canada.\nRecreation Canada.\nParticipation in national fitness involvement.\nOlympic programmes leading to 1976, such as Young Olympians and Junior\nOlympics.\nSPECIAL DIVISIONS\nFitness and Sports Co-ordinator\n(G. J. Pynn)\nThe 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\nthe British Columbia Coaching Plan operated under the Fund.\n G 30 BRITISH COLUMBIA\nThe $15,000,000 British Columbia Physical Fitness and Amateur Sports Fund\ngenerates approximately $1,000,000, which is allotted in grants to Provincial sports\nand fitness associations. During 1973, $964,775 was allotted to sports and fitness\nassociations.\nThe grants to 50 Provincial sport associations are used to design, plan, and\nimplement programmes for the development of the sport throughout the Province.\nGrants are also given to assist Provincial championships and, in some cases, international competitions.\nA highlight of the year for Provincial sport teams was the Canada Summer\nGames at New Westminster-Burnaby. The British Columbia team won the Canada\nGames Flag, emblematic of the total point winner of the 16 Canada Games Sports.\nThis was the first time a province other than Ontario has captured the total points\naward. Plans are now under way for participation in the Canada Winter Games in\nLethbridge, Alta., during February of 1975.\nThe Provincial coaching programme implemented in 1972 was increased in\n1973. New coaches, hired in diving and ice hockey, joined the coaches already\nhired for basketball, track and field, and volleyball. Hiring a soccer coach is planned.\nDuring 1973, six Premier's Athletic Awards and 32 British Columbia Athletic\nAwards were given to outstanding athletes attending British Columbia universities\nor colleges. In addition, 10 Nancy Greene Scholarships were given to outstanding\nstudent-athletes entering first-year university. These awards and scholarships are\nmade available through the British Columbia Physical Fitness and Amateur Sports\nFund.\nThe Run-Walk-Cycle-Swim-Skate fitness programme was initiated during\n1973. This is an extension of the programme of our Centennial year in 1971. Excellent response has been received from communities and schools. The programme\nalso coincides with \"Participaction,\" a promotional programme designed to encourage personal participation in physical fitness activities.\nMajor grants are allotted to the British Columbia Sports Federation, British\nColumbia Federation of Schools Athletic Associations, and the British Columbia\nRecreation Association. Grants enable these organizations to hire staff and to offer\nsport and recreation services to communities and schools.\nDrama Division\n(Miss A. Adamson)\nThe picture of the whole artistic community of British Columbia is at last\ncoming into focus. The help given by the Cultural Fund is of utmost importance to\nthe artist, for it affords him a degree of financial help and stimulus to do his best.\nDrama festivals continue to be a vital link in the cultural life of our Province.\nYearly events are still being held in the fields of dance, music, arts, and drama.\nLess emphasis is being placed on competition and more on values to the individual\nand to the community.\nAdjudicators and animateurs are becoming a part of a whole, rather than an\nisolated quantity. Rapport between actor, audience, and animateur is being improved and the interest is most noticeable in increased attendance at festivals where\nthis is practised.\nWith the closing of the drama sections of the Open Shelf Library and the\nExtension Department of University of British Columbia, and the acquisition of\ntheir books into our drama library, a greater increase in the demand for our material\nhas been noted.   With greater emphasis on the arts in education, and with more\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 31\nteachers specializing in the arts, the standard of production is noteworthy. Audiences are demanding better plays and more skilful productions. When this is done,\ngreater audience attendance becomes a fact.\nDrama workshops are now a part of each festival so that more people can participate or observe; this also brings a better standard of production. With more\nspecialists available in British Columbia, a greater awareness of good material is\ntaught and the end result benefits the community and those participating.\nAREA REPORTS\nVancouver Island\n(87 Commissions) (P. W. Grant, Victoria)\nVancouver Island continues to develop strongly along many broad fronts in\nrecreation. Facility development, regional programme development, and staff-\nhiring increases in communities are most notable.\nThe Branch played a strong catalytic role on Vancouver Island in dispersing\nspecial project funds to initiated programmes. More than $10,000 was spent in\na variety of programmes, notably the development of regional playgrounds and\naquatics activities in the Mount Waddington Regional District, expanded summer\nplayground programmes in Wellington, and figure-skating instructors' clinics at Port\nHardy and Nanaimo. Communities benefited in many other ways for sports, recreation, and cultural programmes that would not otherwise have happened.\nHh\nii\nGolfing in Victoria.\n G 32 BRITISH COLUMBIA\nMuch planning has resulted in training programmes for lay and professional\nrecreation workers. More than 12 programmes have been established as workshops\nto answer the evident training needs for recreation leadership.\nClose co-operation has been maintained with the Vancouver Island section of\nthe British Columbia Recreation Association (Island Council). Zone meetings in\nsix regions were held to exchange information and provide assistance in answering\nlocal problems.\nThe Branch acted as co-ordinator for a $27,000 research grant from Recreation\nCanada, Department of National Health and Welfare. A major proportion of this\nfunding was used to finance a research project in the Greater Victoria area. This\nstudy, ably administered by Dr. Colin Campbell during his tenure at the University\nof Victoria, will have immediate and long-term effect on recreation services in the\nGreater Victoria area.\nHighlight of the year was the Vancouver Island Recreation Conference in\nCourtenay, with 125 persons in attendance.\nFraser Valley-Sechelt\n(41 Commissions) (D. M. McCooey, Abbotsford)\nCommunity recreation in this region continues to grow rapidly in leadership,\nprogrammes, and facilities.\nBranch staff-hiring incentive grants allowed four communities to engage eight\nfull-time recreation professionals.\nIn special recreation projects, 14 grants were made to a variety of programmes.\nMajor recreation complexes were constructed in Surrey, Delta, and Port\nMoody, and a referendum allowing further major development was passed in Powell\nRiver. A similar referendum in the Sechelt area was turned down for the second\ntime.\nRegional district recreation study grants were made available to the Fraser-\nCheam and Powell River Regional Districts.\nPersonal assistance was also given to a number of Federal and Province-wide\nprogrammes and research projects.\nNorthwest\n(55 Commissions) (W. W. Smith, Burns Lake)\nThe biggest development in the Northwest was establishment of a number of\nleadership development projects. A special week-long programme for summer camp\ncounsellors, including training in camp skills such as survival, map-reading, water\nsafety, first aid, and human relations, attracted young people from the Queen Charlottes to Fort St. James.\nLast Easter, a playground clinic sponsored by the Branch, Terrace's Recreation\nDepartment, and the Northwest Parks and Recreation Association provided young\npeople from different communities an intensive training in summer recreation skills.\nThis week-long programme held in the Terrace Vocational School provided many\ncommunities with trained young people to help many recreation programmes\nthis year.\nThis October the Branch, with the Northwest Parks and Recreation Association, sponsored a conference that attracted more than 200 people to Smithers for\neducational seminars that looked at\n REPORT OF THE TOURIST INDUSTRY,  1973\nG 33\n(1) increasing the effectiveness of the recreation commission;\n(2) development of leadership at the reserve level;\n(3) the community health and human resource centre;\n(4) social problems in the north;\n(5) community recreation courses in the high school; and\n(6) youth recreation.\nThe area consultant assisted a number of communities development programmes.   Some of the more interesting were:\n(1) Haida Village on the Queen Charlottes had a youth conference\nsponsored by the Branch which had the young people look at their\nserious social problems, and find ways to deal with them. A large\nsummer camp was one response to their problems. Much assistance\nwas given in this area.\n(2) At Fraser Lake, a mining community that was concerned about a\nrestless youth population for the coming summer, the consultant\nassisted the youth themselves in developing extensive recreation\nprogrammes.\n(3) Burns Lake had serious social concerns about its native population's\ntardiness in the school system and mixing in the community. Here,\nthe consultant assisted by setting up an organization to use recreation as a way to \"bridge the gap.\"\nAll three regional districts in the Northwest are considering the possibility of\nrecreation becoming a function for at least a part of their region.\nFinally, the consultant has met with a number of companies concerned about\nhigh turnover rate and serious morale problems. It is felt that recreation would be\na good way to deal with some of these problems.\nThe Northwest is in the process of massive economic and social changes. The\nrecreation consultant, and all recreation commissions, seem to be an active part in\nwhat's happening in the North.\nOkanagan-Similkameen-Boundary\n(40 Commissions) (J. M. MacKinnon, Kelowna)\nDuring the past year the most sought-after service in this area has been that of\nspecial projects\u2014more than 25 amounting to some $10,000. This office serves 42\nrecreation commissions and two regional recreation commissions.\nOne of the highlights of the past year has been the completion of the North\nOkanagan Regional Recreation study. This was performed by Roger Lancaster and\nGerry Bruce, of Mount Royal College in Calgary, Alta. The study was presented\nto the North Okanagan Regional District Board in November of 1973. Copies,\navailable from the Branch, could well serve as a future plan for regional recreation.\nSeveral changes took place, the foremost being that of the City of Kelowna\nextending its boundaries to include the former Recreation Commissions of Rutland,\nSouth Kelowna, East Kelowna, and Okanagan Mission. These commissions are not\nincluded in the City of Kelowna, and as of April 1, 1974, will no longer receive\nservices from the Branch.\nIt is also interesting to note that during the past two years the staff of the\nKelowna Recreation Department, under the direction of K.  K. Maltman, has\n G 34\nBRITISH COLUMBIA\nSki-ing, Kelowna.\nincreased from three to 27 persons. This is probably the most profound increase\nin staff of any recreation department in British Columbia. It should be also noted\nthat the population of the City of Kelowna has increased to 47,000.\nDuring the summer of 1973 the Federal Opportunities for Youth programme\nwas most active, and out of 30 approved applications 17 were for leisure-oriented\nprogrammes.\nIn the spring of 1973 the Branch co-operated with the British Columbia Recreation Association and the Salmon Arm Recreation Commission under the chairmanship of Al Bianco and Recreation Director Maurice Jones to organize and host the\nProvincial Recreation Conference which attracted some 175 recreation people from\nall over the Province. The 1974 Provincial Conference will be held in the Naramata\nCentre for Continuing Education. The facilities of this centre lend themselves beautifully to the type of leisure philosophy under which the Provincial Conference should\noperate.\nRobin Wood, formerly Recreation Director for the Grand Forks Regional\nRecreation Commission, moved to Nelson, performing the same task. His replacement is Mrs. Betty Johnston. Mrs. Johnston is the second female municipal recreation director in British Columbia. She is a graduate of the University of British\nColumbia and has spent two years as Assistant Recreation Director in Merritt under\nthe tutelage of Bert Linder.\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 35\nCentral British Columbia\n(48 Commissions) (R. Lamoureux)\n(Part-time in both central and northeast area)\nCentral Area\nThe subregional recreation commissions, formed by the Cariboo Regional District in 1973, culminated in the appointment of Recreation Directors for 100 Mile\nHouse and Williams Lake.\nSome special project activities involving financial aid from the Branch were an\nAquatic's Workshop, Potter's Wheel Workshop, Square Dance Clinic, Art Instruction, Drama Directing, two Badminton Clinics, a Jam Pail Curling Tournament, and\nthree summer swimming programmes. Funds were also provided to initiate two\nsummer playground activities and expand four existing programmes.\nHighlights of the year were the British Columbia Recreation Association's\nAnnual Conference held at Salmon Arm in May and a communication workshop at\nCariboo College in October.\nThe Run-Walk-Cycle-Swim-Skate fitness programme is very popular in this\narea.\n...\n=       s -\n: \"^m\u00bb**\n._ P'^-'SSl\n-z.,Q~.\n' i _\u00ab' -\ni_nr'\n;    #'   '\niSf\n^Ifcll\"^*   '          1\n' j\n\u2022TV.\n.'\"*\u2022':. \/r\u00bb            j**l_\u00bb\nBull-riding, Merritt Rodeo.\nNortheast Area\nSix Learn-to-Swim programmes were initiated in the area this past year.\nWith financial assistance from the Special Project Fund, Chetwynd was able\nto utilize the Hudson Hope pool; Hixon and Vanway, the Prince George pool; and\nNorth Taylor, Montney, and Sunset Prairie, the Fort St. John pool.\n G 36\nBRITISH COLUMBIA\nA significant development was establishment of a grants-in-aid programme by\nthe Fraser Fort George Regional District. The programme was instituted to assist\nsmaller recreation commissions within the district with the acquisition of land for\nrecreation, and with the construction and operation of smaller facilities such as ball\nparks, outdoor rinks, fields, and playgrounds.\nIn 1973, new commissions were formed at Red Rock, Pineview, and Nechako.\nKootenay\n(75 Commissions) (G. E. E. Cameron, Nelson)\nThis has been a particularly exciting year for this office. With the implementing\nof the Provincial Facilities Fund, this office has been increasingly involved in an\nadvisory capacity with a number of new facilities such as an arena-curling complex\nin Canal Flats, and a recreation hall in Yahk.\nThis office assisted with the Canada Summer Games. This was a rewarding\nexperience from which I am sure all British Columbia will benefit.\nTwo new Recreation Directors' positions were created and filled\u2014the District\nof Sparwood, and in the Regional District of Central Kootenay-Nelson and area. The\nsalaries of both positions are assisted with the staff-hiring incentive grant. Three\nnew recreation commissions were formed.\nThis office was involved in several workshops and conferences. Among these\nare two leadership schools, interprovincial conference in Alberta, and a recreation\nworkshop in Cranbrook for elected officials only. This was a very successful workshop and others are planned for early 1974.\nApproved were 30 special project grants for a total of $10,885. That we had\nmore money available meant more communities could offer a greater variety of\nprogrammes.\nKootenay Lake near Boswell.\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 37\nServices have also been made available to all communities having recreation\ncommissions, and to other groups in an advisory capacity, such as the Nelson Workshop for the Handicapped, British Columbia Mobile Sailing School, British Columbia Festival of Sports, Red Cross Water Safety Service, East Kootenay Recreation\nAssociation, the Technical Planning Committees in the Regional District of Central\nKootenay and Kootenay-Boundary, service clubs and organizations, and the federal\nprogrammes (Local Incentives and Opportunities for Youth). The Branch advised\nregarding staff-hiring, facility construction, programme organization, and leadership\ntraining.\nGreater Vancouver\n(7 Commissions) (C. M. Griffith, Vancouver)\nThe establishment of a Community Recreation Branch office in Vancouver was\nreceived with great enthusiasm by all the recreation departments and agencies in the\nGreater Vancouver area.\nThe new office opened in July 1973 and was immediately assigned the duties\nof liaison on behalf of the Branch with the Canada Summer Games. These duties\ncontinued throughout the duration of the Games, and will become a regular function\nof this office for future Canada Games.\nThe municipalities served by this office are West Vancouver, North Vancouver\nDistrict and City, Burnaby, Coquitlam, New Westminster, Richmond, and Vancouver. Vancouver is subdivided into 18 community recreation centre districts, each\nwith a population of a small city. In addition to the seven municipalities, this office\nalso services many agencies on behalf of the Branch.\nThey include the British Columbia Sport Federation, British Columb'i Recreation Association, Recreation Canada, Sport Canada, British Columbia Professional\nRecreation Society, Festival of Sports, Native Indian Recreation and Sport Associations, University of British Columbia, Simon Fraser University, Vancouver City\nCollege, Capilano College, and Douglas College.\nThis office represented the Branch on the Steering Committee of the Health and\nPhysical Activity Conference held November 1 to 3. Orientation of the area was\nconducted via several visits with agencies and meetings with professional staff, commissions, and councils.\nAction programmes for the six-month operational period of 1973 included a\ngymnastic clinic for instructors on November 14, a one-day seminar on November\n17 for the area members of the British Columbia Recreation Association. The\nmajor special project conducted was an audio-visual documentation of the highlights\nof the Health and Physical Activity Conference in Richmond, November 1 to 3.\nThe main thrust of the meetings with the professional and lay representatives in the\narea was directed at planning programmes and projects required in 1974.\nCONCLUSION\nThe grant programme of the Community Recreation Branch made a much\ngreater impact on public recreation in 1973, due mainly to the substantially increased\nbudget. Many communities were able to conduct programmes and projects which\nthey would not have been able to do within their budgets.\nThe staff-hiring incentive programmes have greatly influenced the decision of\nsmall communities and regional districts to hire full-time recreation personnel. This\nhas happened in Campbell River, Cherry Creek, Chilliwack, Fernie, Fort St. John,\n G 38\nBRITISH COLUMBIA\nFort Nelson, Gold River, Oak Bay, 100 Mile House, Port Hardy, Port McNeill,\nSurrey, Terrace, Vancouver, Regional District of Central Kootenay, Cariboo Regional District.\nPerhaps the most exciting development of 1973 was the announcement by the\nGovernment of the comprehensive British Columbia study of recreation in its broadest concept. The results will be reported to the Government so that future procedure\nfor leisure services could be determined with adequate background knowledge of\nProvincial programmes, procedures, and requirements.\n REPORT OF THE TOURIST INDUSTRY,  1973\nG 39\nCONVENTIONS AND CONTRIBUTING GRANTS\nP. D. Crofton\nConventions contributed more to the economy of British Columbia in 1973\nthan evef before.   Total revenue showed an increase of $9,243,922 from last year.\nIt is interesting to note from the graph that more conventions were held in the\nmonths of January and February than July and August. During these latter months\nthe tourist season is at its peak. May continues to be the most popular month to\nhold conventions.\nThe annual meeting of the Institute of Association Executives was held in\nQuebec. The Department sponsored a breakfast. A loggers' theme was carried\nout with the British Columbia delegation wearing loggers' shirts and hard hats.\nA sawing competition was held and the winner received a chain-saw. Several of\nthe executives told us that the \"Loggers Breakfast\" was the highlight of the\nconvention.\nThe Department of Travel Industry, in co-operation with the Vancouver Convention and Visitors Bureau, attended the annual meeting of the American Society\nof Association Executives in New Orleans. Representatives from leading hotels\nin Victoria, Harrison, and Vancouver were able to meet with these convention\ndecision-makers and make them aware of the excellent convention facilities we have\nin beautiful British Columbia.\nThe Department again sponsored a luncheon for the Western Conference of\nAssociation Executives. This was held in Phoenix, Ariz. Representatives from\nBritish Columbia were able to contact convention organizers from all the Western\nUnited States and British Columbia. We were successful in our bid to bring this\nWestern Conference to Vancouver in 1975.\nThe Department sponsored luncheons or dinners for Association Executives in\nMontreal, Toronto, New York, and Washington, D.C. Our new slide presentation\nwas both informative and amusing and very well received by our guests. This was\na most successful promotion, deriving some excellent convention business, particularly from Washington, D.C.\nIn co-operation with Western Airlines, Association Executives were brought\nfrom the Los Angeles area to view some of our larger convention centres and hotels.\nThis was a very successful tour. The executives were very influential and have\nbooked, or will bring, more group and convention business to British Columbia\nthan any previous group on a single tour.\nA convention survey was carried out by Dunsky Advertising Ltd. The\nadvertising portion of this survey showed that 59.9 per cent of Association Executives do not receive any convention publication. Of those receiving convention\npublications, 72.7 per cent do not use them as a source of information on convention\nsites and facilities.\nIt was interesting to note that a surprisingly large percentage (54 per cent) of\nall convention-site selections were made solely at the discretion of executives and\n(or) convention committees or Boards of Directors. However, a relatively high\nproportion (39 per cent) of convention sites are selected from proposals submitted\nby local groups or branches of organizations and associations.\nThe importance of local group involvement is evident throughout the survey,\nranking third, fourth, and fifth in importance for international, national, and regional\ngroups next to convention rooms, hotel rooms, and geographic location.\nMail-outs of British Columbia literature were made to 40,380 delegates prior\nto their arrival in British Columbia.   In addition, bulk shipments of 66,430 pieces\n G 40\nBRITISH COLUMBIA\nof literature were shipped to various organizations for distribution by them to\npotential delegates. These mail-outs, which include our Pre- and Post-Convention\nTour folder, arc most important as they encourage attendance and allow delegates\nto plan a pre- or post-convention tour. We will also include up to two pieces of\nan organization's literature, which is an extra service for them.\nConventions, 1973\nTourist Region                              Total Conventions Total Delegates\nA  122 18,174\nB   364 124,405\nC  57 38,915\nD   62 5,390\nE, F, G  44 7,370\n649\n194,254\nTotal Revenue\n$\n3,077,510\n21,730,950\n5,213,550\n916,300\n1,252,900\n32,191,210\nDistribution of British Columbia Conventions\nNumber\nJanuary   49\nFebruary   41\nMarch  68\nApril   74\nMay   96\nJune   84\nJuly  35\nNumber\nAugust   36\nSeptember   58\nOctober  59\nNovember   39\nDecember  10\n649\nJan.     Feb.     Mar.     Apr.     May     June     July     Aug.     Sept.     Oct.     Nov.     Dec.\n100\n90\n80\n70\n60\n50\n40\n30\n20\n10\n*\n*\n\u2022\n\\\n\u2022\n*\n\u2022\n\u2022\n*\n*\n\u2022\n,,\u2666\u2666*\n*\n*\nr\n\u2022\n\u2022\n\u2022\n\u2022\n\u2022\n\u2022\n*\n\u2022\n*\n*\ny\n\u2022\n\u2022\n*\n*\n*\n\u2022\n\u00ab\n\u2022\n\u2022\n*\n\u25a0\n\u2022\n\u00ab\n\u2022\n*\n\u2022\n*\n*\n*\n*\n*\n*\n\\\n'\u2022\u2022-...\n*\n*\n\u2022\nr\n\u2022\n\u2022\n\u2022\n\u2022\n*\n*\n\u2022\n\u2022\n*\n\u2022\n*\n*\n\u2022\nm\n\u2022\n\u2022\n*\n*\n4\n\u2022\n\u2666\n\u2022\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 41\nCONTRIBUTING GRANTS\nThe amount allowed for information centres under the Contributing Grants\nPlan was increased to $125 per month for a maximum of $500. The amount\nallowed for co-ordinators' travel for the eight tourist regions was increased to\n$4,000.\nAll regions report that they are planning, or have printed, area brochures.\nThe Contributing Grants Plan was altered to allow the printing of these brochures,\nbut with the proviso that the regional folder must be printed first. These area\nbrochures are able to go into more detail than the regional piece of things to see\nand do. Hopefully this will encourage the visitor to spend more time in a region.\nReports are being received from the regions that, as a result of these brochures,\nlocal governments and the private sector are giving much better financial support\nthan ever before.\nThe Department of Travel Industry produced a slide presentation \"The\nHouse That Jack Built,\" which was made available to the eight tourist regions.\nThis presentation is being shown to local governments and various organizations\nto show them the value of the tourist dollar to the economy of their area. Early\nreports indicate an excellent response to this presentation.\nPrior to the spring and fall sessions of the Provincial Tourist Advisory Council,\nregional co-ordinators held meetings with members of the staff of this Department.\nThey were able to discuss in some detail the problems that exist in their regions.\n G 42\nBRITISH COLUMBIA\nEXHIBITS AND DISPLAYS\nB. A. Lee\nTRAVEL SHOWS\nThis year the Department was represented at a number of travel and ski shows.\nThe San Francisco Sport and Vacation Show, held at the beginning of January,\nattracted more than 380,000 vacation-minded people. Personnel from head office\nwere sent to staff the show, along with representatives from our San Francisco office.\nFor the first time we participated in the Phoenix Travel and Vacation Show, in\nFebruary. A representative from Victoria and also from our Los Angeles office\nwere at the show to provide literature and answer the many inquiries on our Province.\nFollowing this show, head office personnel staffed our British Columbia booth\nat the Canadian National Sportsmen's Show in Toronto. As in previous shows,\nBritish Columbia road maps, tourist directories, general folders, calendars of events,\nand regional literature were given to prospective visitors.\nOn this occasion we were fortunate enough, along with representatives from\nthree of the other Canadian provinces, to be interviewed by one of the local radio\nstations. This was picked up by the CBC and broadcasted to eight provinces and\nparts of the Eastern United States.\nJust recently completed were two ski shows in Los Angeles and San Francisco,\nwhich were done in co-operation with CP Air and Western Airlines. These were\nstaffed by representatives from our California offices, CP Air, Western Airlines, and\na representative from one of British Columbia's ski areas.\nBritish Columbia literature was also distributed at other vacation shows in\nconjunction with the Pacific Northwest Travel Association.\nNew booth, San Francisco Ski Show.\n REPORT OF THE TOURIST INDUSTRY, 1973\nTravel writers of California familiarization tour of British Columbia.\nDISPLAYS\nA new 20-foot display was in use at the San Francisco Ski Show. This display,\nconstructed with versatility in mind, is easily adaptable for change-over from a\nsummer or spring vacation theme to a winter or ski display.\nThe display was designed and built in San Francisco under the supervision of\nour San Francisco Director. It will be in use at all the shows in which we participate\nin that area.\nA 20-foot portable display, which was recently refurbished, was in use at various promotions in Eastern Canada, and was also lent to other Government departments for their use.\nPlans are now being formulated for a new display to be used in Eastern Canada\ntravel shows. It is intended to have this display constructed with aluminum framework, thereby allowing use to ship it from city to city at very little cost for transportation.\nThe \"Beautiful British Columbia\" collection, a series of 80 framed photographs\ntaken from Beautiful British Columbia magazine, were used by some of the department stores in the Greater Victoria area for display purposes.\nOTHER PROMOTIONS\nIn addition to travel shows, the Exhibit and Displays Section assisted with\npromotions of the Special Promotions Section and the Convention Section.\nTravel writers and editors were also taken on tours through the Victoria and\nVancouver Island areas.\n G 44\nBRITISH COLUMBIA\nFILM AND PHOTOGRAPHIC BRANCH\nS. H. Haines\nInterest in the production of this Branch reached a new high in 1973, both in\nthe medium of stills and motion-picture material. Requests for photographs and\nfilm footage are being received from the producers of high-quality displays and\ntelevision shows from the United States, Europe, and throughout Canada, attesting\nto the high standard of our work.\nThe year has been very productive. Thousands of feet of film have been shot\nof different projects. Thousands of negatives have been made, and hundreds of\nslides have been added to the files.\nThe Branch has seen some changes in personnel during the year. Two retirements created vacancies in the office and colour laboratory and additional staff\nmembers were added to darkrooms and the Branch Film Library in Vancouver. A\nvacancy in the black-and-white darkrooms was filled by a new technician.\nWinter seemed reluctant to release its grip on the new year, and filming got\naway to a bad start. Improving weather during the late spring encouraged the field\nmen to stay on the job until all assignments were safely accounted for, and film\nsequences completed.\nFence-line, Cariboo.\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 45\nFort Steele.\nSkookumchuck at Princess Louise Inlet.\n G 46 BRITISH COLUMBIA\nThe Branch Film Library in Vancouver has grown in popularity to such an\nextent that new quarters had to be found. The move to a much larger and brighter\nlocation took place at the end of October, and the library is now located at 501\nWest 12th Avenue in that city.\nThe files of Beautiful British Columbia magazine are filled with picture stories\nfor current and future use, and general sorting and captioning will be done between\nlocal assignments.\nMOTION-PICTURE PRODUCTION\nFilms are now being produced on a regional basis, giving each area more\nindividual attention. Production plans for the immediate future include the Peace\nRiver area (Region H) and the Lower Mainland (Region B). Recently completed\nis the film titled 'Ksan' (Region G), which is now in circulation throughout Canada.\nAlso in Region G, but off the Mainland, a film is currently being produced on the\nQueen Charlotte Islands. A film on the Okanagan (Region C) is in the final editing\nstages, and will be released shortly. The Cariboo (Region F) has not been overlooked, and a film is well on the way, with completion planned for mid-1974. The\nBranch co-operated with private sectors of travel industry to produce a film titled\nWorld of the Chief, in which Chief Dan George participated. Prints of two other\nproductions have been purchased from private industry, and these are titled Life of\nthe Sockeye Salmon and British Columbia\u2014Mountains to the Sea.\nSTILL PHOTOGRAPHY\nCovering all areas of the Province on assignments for Beautiful British Columbia magazine, attending official functions, covering press tours, and handling implant photographic orders has kept the stills men busy throughout the year.\nThe photographers collectively travelled more than 40,000 miles by road, and\nmany more by air and on water, covering the different photo-story requirements of\nBeautiful British Columbia magazine, the needs of other departments, and assignments for the Branch.\nDARKROOM PRODUCTION\nProduction in this area has shown a remarkable increase, due in part to better\nequipment and improved techniques. Colour laboratory production records indicate a total of 2,232 negatives, 2,892 transparencies, and 26,448 prints. The\nblack-and-white darkrooms record an increase of 24,000 prints and 4,908 negatives.\nAll the foregoing material was produced in answer to requests from newspapers,\nmagazines, writers, television producers, other Government departments, and Beautiful British Columbia magazine.\nMOTION-PICTURE DISTRIBUTION\nThe Canadian Travel Film Library, in conjunction with the National Film\nBoard of Canada, is doing a remarkable job of film distribution for the Branch in\nCanada, the United States, and other parts of the world. In British Columbia,\ndistribution is handled by the two Branch libraries in Victoria and Vancouver.\nRecords indicate a further increase both in television and direct screenings\nthroughout the distribution system, which includes many foreign-language versions\nof our productions.\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 47\nTELEVISION SHOWINGS OF BRITISH COLUMBIA FILMS IN\nUNITED STATES AND CANADA\nj\t\nis::\nr~\nt-~\nas\nas\no\nas\nas\nvo\nas\noo\nvo\nOs\no\no\noo\nO\no\n<N\ntN\no\no\nof\nO\nO\n00\no\no\no\no\no\no\nas\n\u00a9\no\nVO\n G 48\nBRITISH COLUMBIA\nThe Bugaboos.\nVANCOUVER FILM LIBRARY\nThe Branch operates a film-distribution centre in Vancouver that handles all\nrequests for films for the Mainland of the Province and those parts of Canada where\nspecial items are required.\nThe library handles film shipments and maintenance for the Canadian Red\nCross as a public service, British Columbia Hydro and Power Authority and Community Recreation Branch, besides the full complement of films of this Department.\nFilm shipments for the year increased to 6,596, in response to direct requests,\nfrom the previous year's figure of 5,797. A further increase can now be expected\ndue to the more readily accessible location of our new quarters.\nMOTION-PICTURE SCREENINGS\nTelecasts of our films in the United States rose to 2,036, with an audience\npotential of millions of viewers.\nTelecasts in Canada reached a total of 225 to an estimated audience of more\nthan 1,000,000 people.\nNontheatrical screenings in Canada and the United States, through the distribution facilities of the Canadian Travel Film programme, indicate 54,613 showings\nwith an audience of 2,262,578.\nScreenings of our own films shipped from the two Branch libraries are recorded\nas 4,356 to an audience of 186,384.\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 49\nGENERAL OFFICE\nThe duties of the general office include operation of the Branch film library for\nVictoria and Vancouver Island, all Branch correspondence, photographic selections,\nnumbering, captioning, and filing new negative material, receiving and shipping,\nprocessing accounts for payment, making requisitions and commitment forms, numbering and filing all 35-mm slides, ordering all supplies, equipment, and furnishings,\nand the over-all administration of the Branch and the two film libraries.\nThe Branch film library in Victoria accounted for 1,536 screenings to a total\naudience of 47,764 persons, a considerable increase over the 1973 figures.\nOffice staff selected and shipped more than 10,000 prints, negatives, and slides\nin response to requests from writers, editors, and programmers. A further 8,000\nprints were sent out for promotional purposes for tours and community projects.\n G 50 BRITISH COLUMBIA\nINFORMATION CENTRE, VANCOUVER\nTerry A. Notley\nIn order to serve the visitor better, the Vancouver Office extended the hours\nof operation during 1973. Starting on May 1, a seven-day-a-week operation was\nestablished with service from 8.30 a.m. to 8.30 p.m. Service is provided from\nMonday to Saturday from 8.30 a.m. to 5.30 p.m. in winter months.\nThese changes required one additional full-time Travel Counsellor and four\nseasonal staff members, and the establishment of shift work-schedules. The transition was effected with a minimum of disruption, and certainly resulted in more\neffective service.\nA slight decrease from previous years was experienced in inquiries serviced.\nOur downtown location is seriously affected by transportation disruptions, and this\nyear we had several. The CP and CN Rail and the CP Air strikes all affected office\ntraffic.\nEffects of the British Columbia Ferry strike in August were also noticeable.\nOpposing these effects, however, was the increased traffic created by the record\nnumber and volume of conventions in Vancouver.\nCanadian visitors were most predominant during 1973. Considerable increase\nwas also observed in both Japanese and Western European visitors.\nCo-operating with Miss Elvira Quarin, of the Vancouver Visitors Bureau,\nanother successful year was experienced with visiting travel writer programmes.\nMore than 131 individuals and 120 groups of writers and photographers participated\nin the programme.   More than 50 per cent were given tours of the Vancouver area.\nThe Burnaby School Board provided the Supervisor with another opportunity\nto successfully provide the Adult Education programme with night school courses on\n\"Travel in British Columbia.\"\nThe change-over to the new warehouse facilities was completed in early\nNovember. The new premises at 4552 East Hastings Street, Burnaby, are a tremendous improvement over the old location and enable this function to operate\nmore efficiently.\n\u00ab*J\u00bb'\n^\u2022\u2022liiiS!\n^MflU NT-. I\n'\u2022'\u2022\/' :    '\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 51\nW V &\/\n#\n,\nc.     la  :\nA 'f' \u201e.   \u25a0 \/\n4? - ,   C\n\u25a0-\n.:(\/  * .\nC'-      \"put\n'   ij\u00a3- \u00a3      \u2014\nL&t\n.-\"\u2014\u2022.'.   .,\n\u00a3|mB\n=\n. r:':*&,.\n\\\nThough not typical, this inquiry nevertheless lacks nothing in enthusiasm and originality.\n G 52\nBRITISH COLUMBIA\nPERSONNEL AND ACCOUNTS\nG. L. Levy\nThe Personnel Office processed 122 requisitions through the Civil Service\nCommission. These were required for the selection of persons to fill vacancies and\nseasonal requirements for the following areas:\nSixty-eight were recruited for the Travel Division to staff reception centres in\nVictoria, Vancouver, and various parts of the Province.\nThirty-six were selected for the subscription office of Beautiful British Columbia\nmagazine.\nSix persons were selected as Tourist Accommodation Inspectors in the Province.\nSix were selected for the Film and Photographic Branch, and six for the\nCommunity Recreation Branch.\nThe employment of seasonal staff each year is necessary to carry out the tourist\ninformation service.\nOne employee from the Department received the 25-year continuous service\ncertificate.\nOne employee was selected for the Executive Development Training Plan, one\nfor the correspondence course in Public Administration, and one for the training\nsession in secretarial responsibilities.\nThe Accounts Section processed all requisitions for supplies and equipment and\nall expenses incurred by all Branches of the Department.\n'^3W\n REPORT OF THE TOURIST INDUSTRY,  1973 G 53\nPUBLICITY\nHarry P. McKeever\nThe spasmodic unrest of 1973 had little effect on the operations of this office\nduring the year. Despite periodic unsettled conditions, the pace that began in\nJanuary persisted until well after the main tourist thrust of the season was over. This\nmade it evident that conditions reflect very little, if at all, on the popularity of\nBritish Columbia as a vacation destination.\nSeventy-six stories and accompanying pictures were sent out at the request of\neditors. These gained widespread coverage in the press in North America and overseas. Liaison was maintained with publishing houses and editors who sent books\nand stories for checking prior to publication. Though time-consuming, these duties\nprove worth while if for no other reason than the assurance of accuracy and freshness\nof facts.\nOne such publication was Travel Guide to Canada, written by Percy Rowe.\nWe gratefully accept the author's tribute for our modest part in its production. We\nalso feel singularly honoured by the acceptance of a chapter in a forthcoming book\nof the Society of American Travel Writers. To have been included with the foremost\ntravel writers in the Pacific Northwest is indeed a compliment.\nTo bolster traffic on the Kelsey Bay-Prince Rupert run of British Columbia\nFerries, trips were made to 'Ksan Indian Village with a television-writer team and\nJervis Inlet.\n G 54\nBRITISH COLUMBIA\nHighway 16 and Mount Robson.\nwith a free-lance journalist from Ontario. The subsequent results of these two spring\nvisits were profitable to ferry authorities and to the Department via the ensuing\npublicity.\nWe participated with the Canadian Government Travel Bureau in the Spring\nComes Early to British Columbia press tour in March. In this respect we are\nobliged to Mike Ovenell, Regional Co-ordinator, Region B, for his splendid assistance in arranging fishing trips in his area. To the resort operators who also provided\nhospitality and accommodation we are likewise grateful.\nNumerous other writers sent to the Province under the auspices of the Canadian\nGovernment Travel Bureau Visit Canada Programme were hosted and conducted on\ntours. This phase of operations, however, was transferred to B. A. Lee later in the\nyear on account of other duties.\nPrincipally in this regard was our new renewed involvement with Beautiful\nBritish Columbia magazine. This direction stipulated editorial responsibility of the\nmagazine as a priority.\nSeveral trips were made for stories, and several writers were recruited as freelance contributors, thus to build an inventory of copy for future editions of this\npopular production. Characteristically, editing and rewriting contributed to a heavy\nwork load.\nWe acknowledge the assistance and co-operation of Clair Rivers in production\nof 1973 issues of the magazine prior to his retirement during the year. Our additional thanks are extended to other departments for their help in preparing articles,\nand also for their counsel in fact-checking.\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 55\nTravel in the Province on behalf of Beautiful British Columbia magazine was\naccompanied by innumerable compliments by readers everywhere. Without exception, people were generous in their praise. This would indicate the magazine serves\na very substantial and useful purpose in that it faithfully and objectively portrays our\nway of life.\nSeveral press releases and speeches were prepared during the year. All regional\nfolders and brochures were checked and, where necessary, rewritten. Our own\npromotional pieces were likewise updated.\nSeveral long-standing inexactitudes were rectified in our road map. Our Annual\nReport was produced on schedule. A special folder for Spokane Expo '74 was\nwritten as a mailing piece to attract would-be visitors to British Columbia following\ntheir visit to the exposition. A book on 'Ksan, produced by ARDA, was edited.\nEditing and rewriting our 1974 Tourist Directory was done early enough to allow\nour Accommodation Section time for its final production and distribution for the\nforthcoming year.\nAllocation of an individual telephone line proved a boon to conditions and work\noutput. Designation of secretarial help for the first time in many years was also\nequally helpful. In the latter regard, Mrs. Coral Carter handled an enormous amount\nof work to keep pace with deadlines.\nPerhaps the most gratifying aspect of the year's operation was the attitude and\ncomments of tourist industry personnel throughout the Province. They established\nwithout a doubt that the Department of Travel Industry has never been more respected than in 1973.\nA new approach to the over-all ramifications of tourism has been evident in\ncity centre and remote settlement. So was the wish to co-operate and become part\nof what would seem to be a spirit resembling that of a large, far-flung family.\nSuch outstanding liaison and fellowship is perhaps self-explanatory of the\nDepartment's combined efforts to work with, and assist in every way possible, an\nindustry whose side effects are pronounced in so many ways within our 366,255\nsquare miles.\n'    .-\u2022    .-\u00a3_'-..:\n G 56\nBRITISH COLUMBIA\nSERVICES PROGRAMMES\nMiss Elaine Johnston\nWe were involved in events and programmes covering a wide cross-section of\nactivities during 1973.\nAir tourism to British Columbia continued to grow, and this section enjoys\nexcellent co-operation from the British Columbia Aviation Council, Ministry of\nTransport, and Canada Customs. Revision and updating of our Fly Beautiful British\nColumbia brochure was completed in the spring, and distribution of 20,000 copies\nof the new brochure began in June, in time for the many fly-ins and air shows taking\nplace during the summer months. Distribution of the 1973 edition of the British\nColumbia Air Facilities Map also commenced in June, and the co-operation of the\nBritish Columbia Aviation Council in providing the maps is gratefully acknowledged.\nAssistance was given the Aviation Council's Conference Planning Committee\nfor their annual general meeting and convention held in Victoria, September 21 to\n23, 1973.\nA story on fly-ins and air shows was prepared for the summer, 1973, edition of\nBeautiful British Columbia magazine. Support and co-operation received from the\nAbbotsford International Air Show in preparation of the story is greatly appreciated.\nIn addition to conducting familiarization tours of British Columbia for visiting\ntravel editors, writers, and photographers from places such as Iceland, Australia, the\nUnited States, and Canada, information presentations were made to Canadian Government Immigration and Foreign Service Officers.\nStaffing was provided at British Columbia exhibits at vacation and travel shows\nin Phoenix, Ariz., and Los Angeles, Calif., during March and April. It was not\ndifficult to note that British Columbia continues to be a prime destination for southern United States travellers desirous of escaping desert heat or crowded freeways,\nparticularly during the summer months.\nTravel Counsellors' familiarization tour of the Cariboo.\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 57\nTravel Counsellor training is a responsibility of this section. This involves not\nonly the training of our own Departmental staff, but also of persons desiring employment with chambers of commerce, automobile associations, tourist attractions, transportation services, and museums. Details involving preparation of training manuals,\nexaminations, length and extent of course content at training sessions, invitations to\nguest speakers, evaluation and selection of sites for the courses are all handled by\nthis section. In 1973, the annual Travel Counsellor training course was held at\nBCIT in Burnaby, and for the first time in Prince George and Nelson. The courses\nare designed not only to instruct new Travel Counsellors but to assist those already\nemployed at various levels in the travel industry who wish to upgrade their knowledge\nand skills.\nChecking and correction of some travel publications sent to this Department\nfor approval before printing is also handled by this section. The American Automobile Association, Canadian Government Travel Bureau, and Canadian Automobile Association take full advantage of our co-operation.\nResponsibility for liaison with regional information centres and Departmental\npermanent and seasonal information centres is handled by this section. This involves\nproviding guidance in choosing sites and staff for new offices, literature and stock\ncontrol, and in-service training for permanent and part-time staff.\nIn preparation for the inevitable conversion by Canada to the metric system of\nmeasurement, this section was appointed to represent the Department by serving on\nthe Metric Systems Conversion Committee for Government departments and Crown\nagencies. Some information and promotion literature produced by the Department,\nand affected by the conversion, are the British Columbia Roadmap, Tourist Directory, and Ski Beautiful British Columbia.\nA co-operative programme on travel information services between British Columbia, Alberta, the Yukon, the Northwest Territories, Saskatchewan, Manitoba,\nand the Canadian Government Travel Bureau was successfully initiated in February\n1973. British Columbia was represented by the Director and Assistant Director of\nTravel Information Services at the first conference, held February 8 and 9, and\nhosted by Travel Alberta in Edmonton.\nAdditional means of providing mutual co-operation and discussion of common\nproblems among the provinces, territories, and Canadian Government Travel Bureau\nwere explored at the second conference, hosted by British Columbia Department of\nTravel Industry, at Victoria, December 6 and 7, 1973.\n'\u25a0\u25a0       =;      : \u25a0;.\u25a0\n G 58\nBRITISH COLUMBIA\nSPECIAL PROMOTIONS\nK. B. Woodward\nFAMILIARIZATION PROGRAMME\nIn co-operation with the Canadian Government Travel Bureau, the regionalized\nsystem of familiarization tour programmes for travel agents, tour wholesalers, and\ntour operators was continued on a regional basis. This participation of the Department of Travel Industry is a vast improvement over the limited number of familiarization tours that can be handled by an individual province.\nThe scope of this programme is increasing annually, and British Columbia is\nnow represented in all major travel trade markets not previously exposed to our\nvacation possibilities.\nFifteen familiarization tours involving British Columbia, Alberta, CP Air, Air\nCanada, and co-ordinated by the Canadian Government Travel Bureau, were completed.\nTravel trade representatives from Cincinnati, Cleveland, Detroit, Buffalo,\nPhiladelphia, Pittsburgh, Minneapolis, Chicago, Seattle, San Francisco, Los Angeles,\nWestern Europe, the United Kingdom, and Japan visited British Columbia. In each\ninstance, travel seminars explaining the mechanics of selling tour packages featuring\nBritish Columbia were arranged. This form of marketing British Columbia by\narranging for representatives of the travel trade from all over the world to \"personally experience\" our Province as a vacation destination has proved eminently successful.\n...\nTravel writers on familiarization tour.\n REPORT OF THE TOURIST INDUSTRY, 1973\nJAPANESE TRAVEL DEVELOPMENT PROGRAMME\nG 59\nContinuing the development of travel from the Japanese market was carried on\nthroughout 1973, with the highlight a visit to Japan, January 26 to February 6, of a\ntravel trade mission from British Columbia. Audio-visual presentations made in five\ncities were directly aimed at the travel trade, and featured winter, spring, and fall\nvacation possibilities in British Columbia.\nSpecialised tour programmes, emphasizing golf and ski-ing, were presented to\nthe Japanese market.   Calls on travel agents and trade publications were completed.\nA British Columbia \"first\" was instigated in co-operation with Blue Guide Ski\nmagazine and CP Air when a consumer film show featuring British Columbia ski\npackages was presented. This programme proved to be most successful. The large\ntheatre was packed to capacity and the audience remained in the foyer long after the\ncompletion of the programme to inquire about our Province.\nSeveral Japanese groups were met during 1973, and escorted around British\nColumbia,\nHighlight of the promotional activities in this sphere of operations was a\nseven-day visit by the Honourable the Minister to Tokyo, Osaka, and Nagoya in\nco-operation with CP Air.\nlapanese 1973 promotion, Tokyo.\nCALIFORNIA PROMOTIONS\nConsumer presentations in film showings were presented in the following cities:\nSan Francisco, Stockton, Modesto, Fresno, Sacramento, Los Angeles, Long Beach,\nPasadena, Santa Barbara, San Gabriel, Van Nuys, Newport Beach, and Santa\nMonica.\nAll were made in co-operation with CP Air, Western Airlines, and the leading\nnewspaper in each city.\nAn average of 900 persons attended each presentation. Tickets were available\nonly from the travel agents in each locality. This type of travel promotion involving\nthe carrier, the travel agent, the consumer, the newspaper, and the Department of\n G 60\nBRITISH COLUMBIA\nTravel agents made welcome during California promotion.\nTravel Industry has proved to be one of the most outstanding methods of generating\ntravel utilized by any travel organization.\nIn addition to the consumer shows, travel trade presentations in the form of a\nreception and dinner took place in Los Angeles and San Francisco. These were very\nwell attended, and in Los Angeles it is now necessary for us to limit the number of\ninvitations, as travel agents request inclusion, of their staff to bring them up to date\non vacation information on British Columbia.\nPRESS TOUR\nThe 1973 Press Tour was primarily intended to bring to the attention of selected\ntravel agents the vacation destination in British Columbia known as the Kootenays.\nIn addition, our visiting travel editors were exposed to presentations by Expo '74\nofficials to suggest that the way to Expo '74 is through Beautiful British Columbia.\nOur guests travelled from Germany, London, England, Mexico, and California.\nThe following travel editors visited British Columbia on the 1973 Press Tour:\nEdward Bare, Brantford Expositor, Brantford, Ont.\nWilko Bergmans, Bergen, Netherlands.\nMiss Sue Christopher, West Covina, Calif.\nMiss Jill Crawshaw, Daily Mail, London, England.\nBob Ginther, Pasadena Star News, Pasadena, Calif.\nDel Lane, Oakland Tribune, Oakland, Calif.\nC. A. Lazo de la Vega, El Diario, Guadalajara, Mexico.\nJoe McClellend, London Free Press, London, Ont.\nDon Martin, Motorland magazine, San Francisco, Calif.\nFred Nelson, Sunset magazine, Menlo Park, Calif.\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 61\nMiss Joanne Norris, Long Beach Independent Press Telegram, Long\nBeach, Calif.\nErnesto Ochoa, Novedades, Mexico City, Mexico.\nRick Orlove, Copley News Service, Los Angeles, Calif.\nMiss Jackie Peterson, Sacramento Union, Sacramento, Calif.\nBill Philjips, San Jose Mercury-News, San Jose, Calif.\nPhilip Ray, Travel News, London, England.\nGunter Stetza, Essen, Germany.\nMiss Rita Stollman, Santa Monica Evening Outlook, Santa Monica, Calif.\nMiss Marion Summers, San Mateo Times, San Mateo, Calif.\nIn addition to the preceding promotions the following projects are worth mentioning:\nHONG KONG FAMILIARIZATION TOUR\nThirty-two travel agents from Hong Kong and East Asia were escorted\nthroughout British Columbia on the first familiarization tour of agents from that\narea.   It was interesting to note the high degree of interest these agents showed.\nSUNDAY PEOPLE PROMOTION\nIn connection with the Sunday People newspaper in London, England, we\ncarried out a joint promotion involving CP Air. The winners of a contest were\nhosted in British Columbia by the Department of Travel Industry. Excellent publicity featuring British Columbia's gold trail was achieved by this project.\nScene from A.S.T.A. convention.\n G 62\nBRITISH COLUMBIA\nASSOCIATION OF BRITISH TRAVEL AGENTS BID\nIn co-operation with the Convention Section, a concerted effort was arranged\ninvolving the City of Vancouver in a bid for the Association of British Travel Agents.\nIt is hoped that this important group will select Vancouver as its convention site for\n1975.. Much care and effort has been taken to entice these travel agents on this,\ntheir first out-of-Europe convention.\nASTA CANADA CONVENTION\nThe third annual ASTA Canada convention was held in Victoria in September.\nThe Special Promotions Section of the Department of Travel Industry worked very\nclosely with the executive in the preparation of their programme for this important\nmeeting.\nSUMMARY\nMeetings involving travel organizations were attended in Vancouver, Nelson,\nVernon, Kelowna, Kamloops, Whitehorse, Montreal, Berkeley, and San Francisco.\nBritish Columbia's Travel Agents' Manual put out by the Special Promotions\nSection is widely distributed to travel agents throughout the world. This publication\nis well received and used extensively by travel agents to promote travel to British\nColumbia. It is one of the specialized methods used in this world of specialized\ntravel. In all promotion of travel to British Columbia we must select our market\nareas carefully and encourage them to visit at the time we want them most.\n REPORT OF THE TOURIST INDUSTRY, 1973 G 63\nTOURIST ACCOMMODATION\nFred Colthorpe\nNo major changes were introduced into the system of Government approval of\ntourist accommodation during 1973. Considerable ground work was laid, however,\nto achieve better reporting systems for ensuing years. This will result in better and\nmore frequent liaison with all operators.\nField work involving inspection and registration was carried out mainly between April and July, with certain scattered and remote operations continuing\nthrough August.\nRegistration of Approved Tourist Accommodation was down very slightly over\n1972. A significant increase in numbers of units was nevertheless apparent over\nlast year.\nDuring the previous year, 62,473 units of accommodation were recorded.\nThis figure increased in 1973 to 68,161. It is interesting to note that in 1960\nregistered units were only 29,000.\nChanges are planned to streamline registration information involving the information required from operators. This will result in providing more meaningful\nstatistics.\nThe Green Book continues to fulfil a most important service to the tourist\nindustry with ever-increasing popularity of British Columbia as a tourist destination.\nSome minor changes in the format of the 1974 issue have been effected in the\ninterests of clarity and simplicity.   It is necessary to continually find ways and means\nThe amenities of a typical resort.\n G 64\nBRITISH COLUMBIA\njiar.-HjT.ifimaiWwwwrif'\nHigh-quality accommodation is characteristic of British Columbia.\nof incorporating more information and listings without materially changing the size\nof the book.\nA major stride forward is currently being effected in the method of producing\nthe book by computerized printing. This should prove of great benefit in future\nyears to all operators by allowing a cut-down in printing lead time. It should also\npermit a considerably later date for reporting accommodation rates for the following\nyear.\nComplaints of a formal nature were not as prevalent as some previous years.\nEach complaint is investigated as thoroughly as possible.\nThe Accommodation Section continues to work closely with the Department\nof Health. Since this department's inspection of Tourist Accommodation is closely\nrelated to our sanitation requirements for registration, constant liaison is maintained\nwith the Department of Health.\nHighway signing also plays an important role in tourist accommodation facilities; hence, close liaison is kept with the Department of Highways.\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 65\nTRAVEL COUNSELLING\nMrs. Grace Long\nIn the interest of selective marketing, coupon replies from all printed media\nhave been eliminated. This has resulted in a reduction of mail volume, but not a\nreduction in the Travel Counsellors' work volume. Detailed inquiries have increased\nconsiderably, entailing researching and writing large numbers of letters.\nInquiries for travel information during 1973 totalled 141,964, a drop of 11,150\nfrom the 1972 figure of 153,114.\nProduction of the spring and summer, and fall and winter Calendar of Events\nwas carried out. This particularly arduous task involves communication with almost\n500 agencies throughout the Province. The new format, with all events listed chronologically, has been well received by the general public.\nFerry time-table sheets covering the nine routes between Vancouver Island\nand the Mainland were again completed and made available for distribution in mid-\nJanuary. This information is in great demand by automobile clubs and transportation outlets.\nResearch requests from magazines and writers are a constant demand on the\nservices of our Counsellors. Canadian Government Travel Bureau also relies\nheavily on our services for correction and updating of their brochures and literature.\nUpdating information files is a continuing process. Our information files\nprovide the basis for the reference files supplied to all our seasonal Travel Counsellors.\nBritish Columbia reception centre, Abbotsford.\n G 66\nBRITISH COLUMBIA\nSwimming, Harrison Hot Springs.\nNumerous information sheets are prepared on a wide variety of subjects.\nGenerally the demand for these does not warrant a full printing, and they are\nprepared in mimeograph form. They include aircraft charters, boat charters, dude\nranches, highway reports, industrial tours, and many others. Such items are part\nof our service in keeping the 130 community information centres informed, as well\nas our own widely dispersed seasonal staff.\nCounselling staff also maintain stock control of all travel literature and initiate\nall shipping orders. The control record containing the addresses of more than 1,100\ndistribution outlets, who handle up to a dozen items, is constantly under review.\nThis is the key control in maintaining distribution levels to meet production capabilities of brochures, maps, and directories.\nTrained Travel Counsellors assist other sections of the Department in various\npromotions and travel shows, and also assist our outside reception centres as\noccasion demands. The Department is singularly proud of our Travel Counsellors.\nBecause of the nature of their work and duties, their abilities are better known\noutside the Province where their expertise and deportment have long placed them\nin the forefront of their profession. This is borne out by the requests for training\nassistance from the other western provinces. We enthusiastically co-operate in such\nendeavours.\n REPORT OF THE TOURIST INDUSTRY, 1973\nG 67\nTRAVEL INFORMATION SERVICES\nEd Norman\nIn spite of one or two set-backs, indications from all divisions of this Section\npoint toward 1973 as a most fruitful tourist year.\nDuring much of June, inclement weather throughout most of the Province was\nresponsible for a decline from previous years in several areas.\nThis was more than offset, however, by large increases during the peak months,\nand, more important, vastly increased traffic during the spring and fall shoulder\nmonths.\nVancouver Island was adversely affected by disruption of the British Columbia\nFerry service during what is usually the most productive late-August period. Even\nthis reversal had its positive side, with many visitors finally returning home carrying\nmemories of the sincere concern and hospitality displayed by Island residents.\nOsoyoos and Sicamous Reception Centres both showed marked increases during their four months of operation, of 9 and 19 per cent respectively, although both\nareas showed a decline during June.\nBanff had its best year to date and continues as an excellent traffic source.\nYahk, although a new operation, proved most effective and plans are laid to\nhandle the increased traffic volumes expected to be generated by Spokane's Expo\n'74.\nA new venture was a co-operative effort with the Province of Alberta, in the\ntown of Jasper. While the facilities were not of the best, we received excellent\nco-operation from Jasper and Alberta and the three groups worked enthusiastically\nfor the good of all. We expect to continue the programme until more effective plans\nfor Highways 16 and 5 can be worked out.\nIn the seven months of operation, attendance at Abbotsford Reception Centre\nreported exceptional advances over the previous year, with 153,000 visitors in\n61,000 vehicles against 123,000 visitors in 40,000 vehicles in 1972. Recreational\nvehicles continue to be a major part, 43 per cent, of the traffic through this centre.\nDouglas Reception Centre, operating every day of the year except Christmas\nand New Year's Days, serves the greatest number of visitors, with the totals growing\nevery year. During 1973 this centre served more than 220,000 visitors in 78,000\nvehicles, as opposed to 199,000 visitors in 67,000 vehicles in 1972.\nThe encouraging fact involved at both Abbotsford and Douglas is that the\nincreases were recorded through the spring, fall, and winter months. Peak season\ntraffic remained fairly constant with the previous year. In comparison with Abbots-\nford's 43 per cent recreational vehicles, Douglas experienced only 18 per cent. This\nis achieved by the co-operation of our contacts in Washington State who assist us\nin directing the trailer traffic around the congested metropolitan Vancouver area.\nOur multilingual reception service at Vancouver International Airport was\ndiscontinued this year. After five years of successful operation, the Canadian\nMinistry of Transport instituted a type of service of their own and terminated the\nco-operation that made the programme possible.\nAfter 12 years, the programme of utilizing Travel Counsellors aboard British\nColumbia Ferries was discontinued in favour of a service provided by ferry personnel.   Plans are being laid to reinstate the counselling service for 1974.\n G 68\nBRITISH COLUMBIA\nLITERATURE DISTRIBUTION\nA central distribution warehouse has now been established in Burnaby. This\nnew facility has greatly improved distribution efficiency.\nContinued cost escalation of paper, printing, and shipping make constant\nsurveillance necessary. Inventory and shipping control is maintained at head office\non a daily basis. Distribution to our world-wide outlets is done from Central Distribution in Burnaby, and subsidiary warehouses in Victoria and Seattle.\nCurrent high costs of producing good tourist literature can be supported only\nby elimination of all waste, and by serving the most productive outlets.\nElimination of coupons from written media advertising has produced a considerable reduction in mail inquiries. The effect of this is to produce more productive\ninquiries and better utilization of material. Unfortunately, this does not reduce the\nwork load on Travel Counsellors. Coupon inquiries can be serviced mechanically,\nwhereas written requests generally mean detailed counselling. Such replies frequently require considerable research for information.\nContinued growth of the visitor industry places more demand on Travel Counsellors, both in numbers and the ever-broadening knowledge required.\nIn addition to Provincial reception centres, there are now 130 community\ninformation centres throughout the Province. In an attempt to meet the demand\nfor training, two short courses were conducted at Prince George and Nelson in\naddition to the seven-day programme at BCIT. All courses were over-subscribed,\nwhich would indicate we are a long way from meeting the demand for this type of\ntraining.\nA counsellor's guiding hand adds to the pleasure of a visit.\n REPORT OF THE TOURIST INDUSTRY,  1973\nG 69\nProvince-wide responsibilities of the Travel Information Services and the ever-\nincreasing involvement with tourist services at the community level makes personal\nliaison with all sections difficult. Many trips were made throughout the Province\nto maintain liaison and supervision.\nInternal staff changes and responsibilities are currently being effected that will\ngreatly improve regional liaison in the future.\nThe success of many of our programmes relies heavily on personnel from\nmany other departments and many members of the private sector. For the dedication of these many people, who donate their time and expertise freely and enthusiastically, we are sincerely thankful.\nArthur E. Abram, long associated with accommodation registration and the\nGreen Book, retired during 1973. The Department was fortunate in acquiring the\nservices of Fred Colthorpe as his replacement.\nMr. Colthorpe's wide experience in the hotel industry and administrative duties\nshould prove most beneficial to the entire accommodation industry.\nClose liaison is maintained with the Canadian Government Travel Bureau,\nmeetings with their personnel being conducted twice annually.\nCo-operation with the service sections of the four western provinces, Yukon,\nand Northwest Territories is maintained at all times. An annual conference allows\nfor exchange of co-operative ideas and methodology.\nProgrammes are currently being effected in an attempt to upgrade the attitude\nof personnel in all service sections of the industry. These revolve around informing\nservice personnel of the value of tourism to the community and the need for courtesy\nand true hospitality attitudes.\n G 70 BRITISH COLUMBIA\nWINTER TRAVEL DEVELOPMENT\nK. B. Woodward\nContinued efforts were made to increase communications throughout the\nvarious ski areas. Interior centres have been urged to take inventory of their\nfacilities as far as British Columbia's ski industry future is concerned.\nBecause of the growth of this industry, many areas face new problems regarding\nfurther development and the utilization of their recreational potential.\nAll British Columbia wholesalers were offered British Columbia ski shells in\nan effort to generate more ski-tour packages. This was most successful and the\nnumber of packages available for sale in the market place in United States and\nEastern Canada has greatly increased. These packages are intended to bring skiers\nto all our ski regions, i.e., the West Coast, the Okanagan, Canadian Rockies, and\nCariboo North.\nThe British Columbia ski directory was again revised, reprinted, and circulated\nthroughout the world. The brochure was again produced in two versions. The\nillustrated versions contain our 20 major areas, each with an illustrated map.\nThe others, listing our complete 63 ski operations, represent full coverage of the\noperating ski areas in British Columbia, and are mainly intended for use within the\nProvince.\nIn co-operation with Western Airlines, CP Air, and the Canadian Government\nTravel Bureau, the winter travel development section participated in the Los Angeles\nand San Francisco ski show, ski seminars in San Diego and the Los Angeles area.\nIn addition, ski seminars were operated in San Jose, San Francisco, and Sacramento.\nThe Far West Ski Association convention was attended in Berkeley, and in each of\nthe seminars and conventions our literature was distributed.\nTo assist us in our winter travel development programme, we have completed\nan audio-visual presentation that runs 15 minutes. This was enthusiastically received\nthroughout all our promotions in California. The presentation accentuates ski-ing,\nthe prime motivator that draws winter tourists from California, Eastern United\nStates, Eastern Canada, Edmonton, Calgary, and Japan.\nSince the Winter Travel Development section was started as part of the Department of Travel Industry, it is interesting to note that development of winter travel\nhas shown a continued healthy growth, with increases of up to 30 per cent in some\nareas.\nPrinted by K. M. MacDonald, Printer to the Queen's Most Excellent Majesty\nin right of the Province of British Columbia.\n1973\n2,030-1173-9918\n","type":"literal","lang":"en"}],"http:\/\/www.europeana.eu\/schemas\/edm\/hasType":[{"value":"Legislative proceedings","type":"literal","lang":"en"}],"http:\/\/purl.org\/dc\/terms\/identifier":[{"value":"J110.L5 S7","type":"literal","lang":"en"},{"value":"1974_V02_12_G1_G70","type":"literal","lang":"en"}],"http:\/\/www.europeana.eu\/schemas\/edm\/isShownAt":[{"value":"10.14288\/1.0376288","type":"literal","lang":"en"}],"http:\/\/purl.org\/dc\/terms\/language":[{"value":"English","type":"literal","lang":"en"}],"http:\/\/www.europeana.eu\/schemas\/edm\/provider":[{"value":"Vancouver: University of British Columbia Library","type":"literal","lang":"en"}],"http:\/\/purl.org\/dc\/terms\/publisher":[{"value":"Victoria, BC : Government Printer","type":"literal","lang":"en"}],"http:\/\/purl.org\/dc\/terms\/rights":[{"value":"Images provided for research and reference use only. For permission to publish, copy or otherwise distribute these images please contact the Legislative Library of British Columbia","type":"literal","lang":"en"}],"http:\/\/purl.org\/dc\/terms\/source":[{"value":"Original Format: Legislative Assembly of British Columbia. Library. Sessional Papers of the Province of British Columbia","type":"literal","lang":"en"}],"http:\/\/purl.org\/dc\/terms\/title":[{"value":"REPORT OF THE Department of Travel Industry YEAR ENDED DECEMBER 31 1973","type":"literal","lang":"en"}],"http:\/\/purl.org\/dc\/terms\/type":[{"value":"Text","type":"literal","lang":"en"}],"http:\/\/purl.org\/dc\/terms\/description":[{"value":"","type":"literal","lang":"en"}]}}