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community by Laura MacMaster A Surge in Cultural Tourism: Is North Vancouver Primed? and aggressively p u r s u e this lucrative m a r k e t . "It r e q u i r e s an i n v e s t m e n t in p r o g r a m s and facilities and m a r k e t i n g budgets," F r a s e r advises " t o d e v e l o p t h e variety and calibre o f d e s t i n a t i o n p r o d u c t s that will entice travellers t o the N o r t h S h o r e . " Is it w o r t h t h e effort? " Y o u bet." says Fraser. C u l t u r a l t o u r i s m has b e c o m e the fastest-growing segment of t h e t o u r i s m industry, largely d r i v e n by an ageing b a b y - b o o m e r p o p u l a t i o n w i t h g r e a t e r d i s p o s a b l e i n c o m e and an inclination t o travel and e x p e r i ence local t r a d i t i o n s , c u s t o m s , and cultures.The Canadian Tourism C o m m i s s i o n ( C T C ) r e p o r t s that 37 N o r t h V a n c o u v e r ' s r e p u t a t i o n as a mecca for o u t d o o r enthusi- asts is k n o w n far and w i d e . V i s i t o r s f r o m all o v e r the L o w e r M a i n l a n d and b e y o n d f l o c k t o the N o r t h Shore's v e r d a n t slopes t o s k i , h i k e , climb, and challenge its rugged m o u n tain bike trails, o r simply t o enjoy the b a c k c o u n t r y e x p e r i e n c e . A natural oasis o n the edge of a c i t y -- w h o w o u l d n ' t be t e m p t e d ? B u t h o w d o w e e n t i c e t h e s e visit o r s t o d i s c o v e r o u r cultural r e s o u r c e s - o u r heritage sites, o u r c o m m u n i t y galleries and m u s e u m s , o u r a r t i s t a n d film s t u d i o s , o u r public festivals, o u r n e i g h b o u r h o o d c o n c e r t s , o u r t h e a t r e and dance p e r f o r m a n c e s - t h e activities t h a t e x p r e s s and a n i m a t e o u r c o m m u n i t y ! A c c o r d i n g t o S c o t t Fraser, w h o leads the V a n c o u v e r C u l t u r a l Tourism Initiative, t h e a n s w e r lies in adapting o r d e v e l o p i n g cultural p r o d u c t s that can be m a r k e t e d a n d d e l i v e r e d through the tourism trade. Fraser r e c e n t l y p r e s e n t e d a w o r k s h o p at t h e N o r t h Shore Arts Commission's annual s y m p o s i u m (see page ) entitled A Checklist for Cultural Tourism: A s s e s s i n g Y o u r M a r k e t Readiness. In it, he s t r e s s e d t h e i m p o r t a n c e of building strategic alliances w i t h t o u r and h o t e l o p e r a t o r s in o r d e r t o b e n efit f r o m t h e i r m a r k e t i n g e x p e r t i s e and d i s t r i b u t i o n channels. " A r t s g r o u p s face significant challenges in a t t r a c t i n g t o u r i s t s t o t h e i r s h o w s , " F r a s e r points o u t H e cites only a handful of o r g a n i z a t i o n s that have t h e capacity t o a c c o m m o d a t e " C u l t u r a l p r o d u c e r s must prepare their season line-up at least t w o years in advance, w h e n events are p r o m o t e d t o international travellers, and ticket rates should be c o m m i s s i o n a b l e so that hotel c o n c i e r g e are m o t i v a t e d t o p r o m o t e the product." -- S c o t t Fraser, A Checklist for Cultural Tourism p e r c e n t o f travellers t o V a n c o u v e r p a r t a k e in s o m e f o r m of cultural activity. "It's a t o u r i s m o f d i s c o v e r y a n d creativity," explains C T C indust r y analyst E r n e s t L a b r e q u e . A c c o r d i n g t o the W o r l d T o u r i s m O r g a n i z a t i o n , cultural t o u r i s m is p r o j e c t e d t o g r o w at an annual rate o f 15 p e r c e n t f o r t h e n e x t ten years. In B C , this translates i n t o p o t e n t i a l reve n u e s o f $ 2 . 2 billion and an e s t i m a t e d 1,700 t o 2 , 5 0 0 n e w jobs each year. A s s u m i n g t h e t h r e e North If N o r t h V a n c o u v e r w a n t s t o a t t r a c t t h e s e v i s i t o r s and t h e a c c o m panying revenues, w e m u s t differentiate o u r s e l v e s f r o m anyw h e r e else. G i v e n N o r t h V a n c o u v e r ' s r i c h heritage, t h e artistic talent that resides in o u r c o m m u n i t y , and o u r " s u p e r , n a t u r a l " setting, w e can surely find creative ways t o e x p r e s s o u r unique sense of place, identity, and e v o l u t i o n . W e only n e e d t o b r o a d c a s t the s t o r i e s and e x p e r i e n c e s that set us apart. S h o r e municipalities o f f e r e d a c o m p a rable range a n d quality o f p r o d u c t , t h e u n r e a l i z e d m a r k e t p o t e n t i a l is e s t i m a t e d at $ 9 . 7 million (based o n h o u s e h o l d t r e n d s ) . T h e s e revenues w o u l d n o t only f l o w t o t h e p r o d u c i n g arts o r g a n i z a t i o n s but w o u l d benefit local t o u r i s t - r e l a t e d businesses: t h e travel industry, h o t e l s , r e s t a u r a n t s , a n d s h o p s . It's a w i n - w i n partnership. Laura MacMaster appointed was recently by the District of North tourism, arts, Vancouver to spearhead and cultural initiatives on the North Shore. She welcomes your thoughts on how we might realize the region's potential as a cultural destination. 990-2324. Call