02 24 2020 SpCouncil Agenda
The Township of Oro-Medonte
Special Council Meeting Agenda
Council Chambers
Monday, February 24, 2020
10:00 a.m. - Open Session
The Township of Oro-Medonte is committed to providing and maintaining a working
environment that is based on respect for the dignity and rights of everyone within the
organization and for those individuals visiting our organization.
The Township of Oro-Medonte supports and fosters an environment that is safe,
welcoming and respectful for all residents, visitors, members of Council and staff.
Page
1. Call to Order - Moment of Reflection:
2. Adoption of Agenda:
a) Motion to Adopt the Agenda.
3. Disclosure of Pecuniary Interest:
4. Open Forum:
The Open Forum provides an opportunity for the public to provide verbal
comments to Council, in Open Session, on matters scheduled on the current
agenda, and shall be conducted as follows:
Open Forum shall last no longer than 20 minutes;
Each speaker shall be required to identify the agenda item they are
speaking to and provide their name and address, which may become
part of the public record;
A speaker shall be limited to 2 minutes per agenda item;
No response shall be provided to any question posed during Open
Forum;
No discussion, debate or decisions will occur during Open Forum;
Each speaker is permitted to speak only once per agenda item;
A speaker may provide comment on one agenda item and then shall
step aside to enable another to provide comment on an agenda item;
No speaker shall speak to a second agenda item until other
individuals have had an opportunity to speak once;
Speakers providing comment on the same agenda item, shall be
requested to limit their comments so as to provide additional
information and not repeat the same information provided by a
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Council Meeting Agenda -February 24, 2020
previous speaker;
Comments made during Open Forum will not form part of the minutes
of the meeting;
The following matters will not be permitted during Open Forum:
o Comments/complaints against Members of Council or
Township staff;
o Matters beyond the jurisdiction of Council or the Township;
o Closed Session agenda items, including current or pending
litigation, or Insurance claims and/or pending claims by or
against the Township;
o Comments with respect to Minutes of Council and Committees;
o Comments that are contrary to the Municipal Freedom of
Information and Protection of Privacy Act;
o Comments with respect to any applications which have
proceeded through a Public Meeting in accordance with the
Planning Act, with the exception of comment related to a
recommendation contained within the Staff Report.
The Chair may conclude Open Forum prior to the 20 minute maximum
time limit, for non-compliance with the Open Forum parameters,
Conduct of Members of the Public, or any other reason.
5. Presentations:
4 - 63a) Municipal Accommodation Tax (MAT) Presentations:
1. Kris Puhvel, Executive Director, Ontario's Lake Country;
2. Greg Groen, President, Oro-Medonte Chamber of Commerce;
3. Kathleen Trainor, Executive Director, Tourism Barrie;
4. Louise Jackson, Executive Director, Tourism Oro-Medonte.
6. Confirmation By-Law:
64 a) 2020-022: Being a by-law to confirm the proceedings of the Special Council
meeting held on Monday, February 24, 2020.
7. Questions from the Public Clarifying an Agenda Item:
Questions from the Public Clarifying an Agenda Item provides an opportunity
for the members of the public to seek clarification with respect to the decision
which was made on an agenda item, the meaning of the decision and the
next steps as a result of the decision.
Questions from the Public Clarifying an Agenda Item shall last no
longer than 10 minutes;
Responses provided to questions posed during Questions from the
Public Clarifying an Agenda Item shall be included within the 10
minute maximum time limit;
Each speaker shall be required to identify the agenda item they are
seeking clarification on and provide their name and address, which
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Council Meeting Agenda -February 24, 2020
may become part of the public record;
A speaker shall be limited to 1 minute per question;
A speaker may pose a question and then shall step aside to enable
another to pose a question;
The Chair may conclude Questions from the Public Clarifying an
Agenda Item prior to the 10 minute maximum time limit, for non-
compliance with the above parameters, Conduct of Members of the
Public, or any other reason.
8. Adjournment:
a) Motion to Adjourn.
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
Feb 24, 2020
Township of
Oro-Medonte Council
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
INCTIVE ASSETS AND BETTER TO
R OVER 20 YEARS WITH
ESTABLISHED IN 1998 BY ITS FOUNDING PARTNERSFOUNDED ON COLLECTIVE BELIEF THAT EACH REGION HAS ITS DISTWORK TOGETHERPARTNERSHIP HAS ENDURED FOMANY BENEFITS FOR TOURISM
Background
Organizational
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Strengths
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Brand Name
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
000 USD
Features
for visitation
Regularly Updated
Content and Events
2019 best year ever
Website
75 Oro-Medonte businesses
OntariosLakeCountry.com
Access to Google Ad Grant amounting to $120
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Growth
Strong
Social Media
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Regular
posts across
Digital Campaigns
multiple platforms
Social Media
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Inventory of 6000 photos and many hours of videoDeveloped numerous promotional videos for Oro-MedontePhotos and video assets are shared with operators
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Video & Photo Library
5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
Visitor Guide
Distribution of 35 000Featured Articles about Oro-MedonteExcellent opportunity to advertise
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Experience
Development
Tap into MapleFlavours of Lake CountryPaddling Routes of OLCCycle Simcoe
Programs and
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This past year was my first working alongside OLC and I found them to be extremely effective in their implementation of targeted and detailed online marketing for my business.During
the past and current globalization of the now very competitive tourism market it is critical to maximize every dollar received. I am aware of the success that OLC has had in leveraging
Regional Tourism Organization 7 (RTO7) partnering dollars.
ng visits to our resort,
OLC is flexible and creative and all of our investments with the DMO have turned into worthwhile returns, increasiour site and social platforms.Working with OntarioÔs Lake Country has
been very nice over the many years since itÔs foundingÈ Having a dedicated team whose entire focus centers on full time marketing is a valuable asset for a small business like ours.
are saying
What our partners
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
OLC has proven to be a very successful Destination Marketing OrganizationOLC chosen as eligible tourism entity and will have an agreement on how the M.A.T. revenue is spentOrillia values
and supports a regional approach to promoting tourism
Perspective
City of Orillia
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
Oro-Medonte
Medonte stakeholders to help develop
OLC is prepared to administer the collection of the tax in the amount of 2.5% of gross revenueWill create an advisory committee of Oro-Oro-Medonte specific initiativesWith additional
funding we will continue building on our success through leveraging, partnering and executing a wide-variety of programs to help build a strong tourism industry and brand identity for
Moving Forward
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
January 29, 2020
To whom it may concern:
This letter serves as a testimonial to our experience working with Ontario’s Lake Country (OLC) through three sets of Staff Leadership
from 2011 to present. During all changes and in following interactions the consistency of the operation was remarkable in our dealings
with them. As we are all aware during leadership changes an organization often changes direction and sets new priorities. During
those time periods I am sure that priorities and strategies changed. What did not change was the ability of OLC to successfully partner
with stakeholders and other tourism organizations and their ability to leverage scarce tourism funding. During the past and current
globalization of the now very competitive tourism market it is critical to maximize every dollar received. I am aware of the success that
OLC has had in leveraging Regional Tourism Organization 7 (RTO7) partnering dollars. I am also aware that OLC has had success
leveraging additional funding with Simcoe County. And in addition to leveraging the funds, OLC has leveraged marketing,
product/experience development and communication skills that RTO7 is pleased to share.
One final note, during our many partnerships, OLC has met all deadlines, provided accurate accounting, and provided agreed upon
metrics to justify and provide learnings for the next project.
It is a pleasure to provide this testimonial for Ontario’s Lake Country.
Sincerely,
REGIONAL TOURISM ORGANIZATION 7,
William (Bill) Sullivan,
CEO.
bsullivan@rto7.ca
705-715-6544
cc: ss
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
@OntLakeCountry
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
/ƚǒƓĭźƌ tƩĻƭĻƓƷğƷźƚƓ CĻĬƩǒğƩǤ ЋЍ
YĻǤ tƚźƓƷƭ ƚŅ tƩĻƭĻƓƷğƷźƚƓ Ʒƚ /ƚǒƓĭźƌ ŅƩƚƒ hƩƚΏaĻķƚƓƷĻ
/ŷğƒĬĻƩ ƚŅ /ƚƒƒĻƩĭĻ
Oro-Medonte has become a stand alone, world-class destination for tourism and travel, and it is
no longer in our best interest to tie ourselves to other regions in promoting ourselves as a
destination.
Tourism has economic and social benefits that are far reaching and important to our future. We
need to ensure that we take control of the possibilities and this starts with the formation of our
own Destination Marketing Organization, Tourism Oro-Medonte
Ontarios Lake Country has been a valued partner, however Oro-Medonte needs to brand and
We no longer need to be tied to another group. We have the funds, partnerships, organizational
infrastructure that we need to stand on our own.
There has been incredible growth in the visibility of Oro-
Creek, Mt St Louis and Horseshoe as well as other organisations, both upcoming extant.
Tourism Oro-Medonte means greater control over local messaging, greater participation for and
from local businesses, a more authentic and impactful message, broader economic impact and
increased community pride and connectedness.
The success of a MAT derives from sending tourists to our own accommodations where the tax
is collected, not spending to market other destinations.
Creation of Tourism Oro-Medonte as a stand-alone entity is the best way to ensure effective,
authentic marketing, responsible spending, and maximize impact.
The Chamber of Commerce has a great deal of expertise to offer as a partner. There are great
opportunities to drive growth in our region and between Tourism Oro-Medonte and the
Chamber of Commerce leading to efficiency and effectiveness.
Orillia and Lake Country Tourism will never be able to maximize the impact of our destination
marketing simply due to the fact that we will never be central to their messaging or targets.
The most responsible dec-
to focus on our needs and development, instead of placing such a key part of our future into the
hands of others.
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Presentation to Council Feb. 24 re: MAT from OMCC
Presented by Greg Groen, President of the Oro-Medonte Chamber of Commerce
This past July, I went to Germany. I worked at the Rolling Stones concert that happened across the road
from where we are now and flew out to Frankfurt a day later. Arriving in Berlin at the Hauptbahnhof,
one of the busiest train stations on Europe, I decided to walk the hour and a half to my AirBNB to take in
the city, and headed
I had walked out of the train station, turned left and was waiting at a stop light, where the person
his companion. I could only see the back of the shirt, where the tour stops were listed Chicago,
Denver, Seattle, Philadelphiabut no where on the back did it say,
certainly , though - Oro-Medonte rightfully listed as one of those
This is not an isolated case either. I was listening to a talk radio station in
th
Montreal on February 10, when they talked about Boots and Hearts and Oro-Medonte because one of
-Medonte in Rolling Stone Magazine and national
newspapers, and in Canadian MTB.
I am here today on behalf of the OMCC, our board of directors, and nearly 200 members to support, and
request the support of council, in the creation of an Oro-Medonte specific tourism organisation. This
moment, this opportunity to take control of our own identity and economic future, is something that
does not come along very often and is an opportunity that the Oro-Medonte cannot afford to miss.
It is important to remember at the beginning that Travel and tourism have economic and business
implications that go far beyond just th
industries that benefit from tourism. Printing and marketing companies, electricians, designers, fencing,
infrastructure, gas stations, general stores, trucking and transportation, drivers of cars and heavy
equipment and many others reap direct benefits from event spending and for building and operation of
supporting infrastructure. A thriving and interesting tourism marketing campaign can also make it much
easier to attract business and residents to come here permanently. Keeping our tourist marketing and
development close means that our community can take full advantage of these opportunities.
Ontarios Lake Country has represented O-M for a long time now. It is a solid, well run organization and
has conducted itself well, but throughout this its effectiveness was limited by the fact that it also
represented communities outside of us. Regardless of how good the intentions are or how effective the
advertising is, most of their efforts are de facto intended to send people to destinations that are not
Oro-Medonte. Another long term & fundamental problem we face is the attempt to use Lake
as part of branding O-M. This is not a term that represents anything in the public mind. It does
not specify a region and is not a term used anywhere outside of that particular marketing organisation. I
, The Lake Simcoe Region, etc but never
Lake Country. Orillia & Lake Country will continue to be important partners as there is bound to be
some overlap in interest and efficiencies that can be found by working together, but it is critical that the
primary driver or Oro-Medonte Information comes from inside of Oro-Medonte, not outside. To ensure
this happens, it is the responsibility of council to provide the monies taken in by the Accommodations
tax to a new, O-M specific tourism group.
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
For a long time, using Ontarios Lake Country was the best option by necessity. Funding and operating
an Oro-Medonte specific tourism organization was simply not feasible but a number of factors have now
come together, and we have reached the point where it is not only possible to have an exceptional
tourism promotion entity, but now an OM specific solution is the only reasonable option.
The three most important factors are the rise of several existing and imminent world class tourist
destinations, a mechanism to provide funding, and outstanding partnerships that bring together the
passion, expertise and infrastructure to allow such an enterprise to thrive.
Two of these factors will be self-evident to you. We have an enviable ensemble of international
addition, we have a great number of supporting attractions as well as new and upcoming features such
as spas and the automotive innovation park. The second factor is the new MAT which will provide
foundational funding for the new organisation.
The third key though, may be the most important factor, and that is, organisational infrastructure,
human resources, and most importantly the partnerships to make this an extraordinarily successful
venture is in place and ready to go.
Before we go into this would work in our community, I would like to review all the reasons why it is so
imperative that we control our own agenda rather than have it controlled from outside our community.
Optimizing the effectiveness of online searches. I am not strictly speaking of SEO here, but any time
someone searches for Oro-Medonte we need to ensure we stand on our own and are not directly tied to
other areas and options.
Not driving people to alternatives on our own marketing Spending money on publications, trade
shows, web sites, and other marketing that also advertises our direct competition by necessity lessens
the impact and efficacy of our marketing.
Sending traffic strictly to O-M accommodations is key to long term success of the Accommodations Tax.
It makes no sense to spend money from our Accommodations tax and use that in formats that include
accommodations outside our area. If we do not operate on our own, we will literally be funding
marketing to increase the revenue that goes to other municipalities.
Not tying our identity into someone else. Fundamental to all marketing and PR efforts are positioning,
authenticity, and the stories we tell. Audiences are bombarded with advertising and messaging and
becoming more sophisticated then ever, readily rejecting messages it deems in-authentic, flashy, or
contrived. We need to be telling our own story, in our voice, in our way, not hiring out to let someone
else do that for us.
Clearly, Tourism Oro-Medonte is the best option to ensure responsible spending, efficient operations,
authentic and effective marketing, and the greatest possible economic and social impact for our
community.
As an established member or the O-M community, the CoC can offer a number of strategic benefits as a
key partner in this framework.
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
Shared office space. shared human resources, shared educational and promotional opportunities
support the growth of both Tourism OM, as well as the Chamber. The potential for joint sponsorship, an
awards gala that includes both business and tourism awards, fundraising partnerships and joint
membership opportunities are just the beginning of the synergies between the two groups.
The Chamber of Commerce also has a broad understanding of both marketing and the tourism business.
We have on our board a licensed travel agent, a venue owner in the destination wedding industry and
others with close ties to travel and tourism. As for myself, I am a graduate student in Public Relations at
Ryerson University and hold credentials from Northwestern University in Social Media marketing. Also,
as the Executive Director of the Central Ontario Music Council, I have close ties to the music industry
which as you know is one of the fundamental drivers of tourism in our region. Our knowledge of the
community and the businesses in it will provide a solid foundational partnership with Tourism Oro-
Medonte.
The value of having the support and mentorship of Tourism Barrie as a key partner can also not be
overstated. Kathleen Trainor, who is also here today, is respected throughout the country as an expert
in her field and having that much knowledge and experience to help guide this process and to work in
partnership with is also a key foundational piece.
You are all aware that the former Ontarios Lake Country is going through a transition, becoming Orillia
and Lake Country Tourism. To be frank, this strikes me as a very smart decision for Orillia and for the
organisation. I feel that for them, this is absolutely the right thing to do, but it is very much the wrong
thing for Oro-Medonte to be a part of this. It is simply not in our best interest to put Orillia front and
centre of our marketing efforts. We need to do the right thing for us, and no matter which way you look
at it, the right thing for us is the formation of Tourism Oro-Medonte. Our township no longer needs to
play second fiddle to anyone, we can stand on our own as the world class destination that we are
becoming.
Again, no matter how good their intentions, no matter how much they try to separate Oro-Medonte out
and let us stand on our own, tying our marketing efforts in with other municipalities and regions waters
down and obscures our message. Unless we build our own solution, with the resources and partnerships
we have here in Oro-Medonte, we will be seeing a diminished return on our investment. Allowing the
groups before you today to build Oro- solution means more revenue, more efficient
t, and increased economic growth driven by the visitors
that we welcome into our community.
The new Orillia and Lake Country Toursim, as I mentioned before, is staffed by great people, and has
been a valued partner for a long time. However, when the name of the organisation was changed to put
Orillia front and centre, they made a clear statement about where their focus lies. Its good for them. It is
not good for us. Oro-Medonte has the capacity, the knowledge, the resources and passion to make this
happen, and doing so will build a stronger more vital community, forge strong community partnerships
and help to lead Oro-Medonte into the bright and promising future that we all know we can have.
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-
Oro
Barrie
Review Tourism Barrie Review Hotels Occupancies & Visitor markets Review Destination Marketing Programs Review the Proposal for MAT Funding for collaborative marketing programs to drive
and increase tourism through the GTA Medonte corridor
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of BarrieGoverned by a Board of Directors of 11 tourism industry stakeholders and a City of Barrie Councillor 2019 Budget $822,700.00
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
uniqueness of the
Barrie and the surrounding region
Executive Director, Communication Manager, Sales & Marketing Manager, Client Services & Events Coordinator and Sports & Business Development Officer Creating and curating all the content
and images for destination marketing. Telling stories about the authentic destination
Barrie accommodation, while enjoying recreation,
leisure, culture and culinary experiences found in
encourage overnight stays and extended stays at a
5 full time staffMaintains 6 websites and 5 social media channels
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
2019
69.0%
70.20%
2018
68.0%70.0%
2017
67.3%69.3%
2019
-
2016
64.4%67.6%
Ontario
2015
65.6%65.2%
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2014
65.2%64.1%
Barrie Hotel Occupancy 2012
2013
59.5%62.3%
2012
58.9%61.5%
72.0%70.0%68.0%66.0%64.0%62.0%60.0%58.0%56.0%54.0%52.0%
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
&
Barrie accommodation
extend their overnight stays
travellers to leisure travellers
Over 1,700 people a day stay in a
Corporate
50% 38% Leisure 12% Sport Tourism
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
people stayed
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in 2019
485,728
Barrie over the next 5 years.
in a Barrie commercial accommodations
There are 6 new hotels slated to be built in
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
barriebybike.ca
Page Views
&
winterfun.ca
468,876
1,121,180
-
Total Websites Visits in 2019:
Tourismbarrie.com
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Total Sessions (Visits): 468,876Total Users: 351,760Total Pageviews: 1,121,180
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
Medonte
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
11 Barrie HotelsHardwood Ski and BikeHorseshoe Resort Snow Valley Ski Resort RTO7/BruceGreySimcoe
Partnership:
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
promotes the experiences found in the region.
driving viewers to winterfun.ca landing pages that
Page 39 of 64
5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
Markets
2 million impressions 3 million impressions
Downtown Toronto
1. PATH Underground Pathway2. Elevator Digital 5 second ads in 100 different buildings
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
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Page 41 of 64
both the Barrie & Oro
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
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Page 42 of 64
NTargeting GTA Downtown City dwellers to book a weekend getaway and to ride the GO Train to Barrie. Persona A (Downtown Dweller) Outdoor/Hiking/Watersports/Wellness/Cycling, Local
Travelers, Single, Night Life, Weekend Getaway, Festivals, No Cottage, No CarPersona B (New Canadian) tourists that like to go visit parks/communities/attractions, want to experience
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Page 43 of 64
5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
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culture.KImpressions Clicks
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Page 45 of 64
5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
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Page 46 of 64
5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
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Page 47 of 64
5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
and
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Page 48 of 64
WS--FT
5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
Medonte
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increasing the economic
Medonte DMO and the
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Medonte should be tapping into that
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Oro
impact of tourism to the region.
Medonte could be partnering with Tourism Barrie to move
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Oro
City of Barrie has an estimate of 1,700 people a day staying in a Barrie accommodation market by partnering and working with Tourism Barrie.Tourism Barrie has been delivering destination
marketing to the region for over 30 years and already works with Orobusinesses and operators.Tourism Barrie supports a Tourism OroTownship needs its own DMO website to drive visitors
to accommodators that are located in the Township
and leisure businesses in the Township
visitors staying in Barrie accommodation to enjoy outdoor recreation
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5.a) Municipal Accommodation Tax (MAT ) Presentations: Kris Puhvel, Exec...
Thank you. The End
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6.a) 2020-022: Being a by-law to confirm the proceedings of the Special ...
Municipal Act, 2001, S.O. 2001, C. 25, as amended
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