The Stratford Tourism Alliance

The Blake Report of October, 2005 recommended that Stratford City Council create a new Destination Marketing Organization - a tourism marketing agency with strong industry participation and investment and increased funding. Other recommendations included the introduction of a destination marketing fee, increasing City funding for tourism, designating the new agency as primary voice for tourism in Stratford (with responsibilities for accountability) and that the City take action, including providing interim financial support to get the agency up and running.

The ideal corporate structure for the new agency was determined to be a private sector, non-profit incorporated body with industry membership and with City of Stratford representation – the Stratford Tourism Alliance. The non-profit status is appropriate to the goals of the operation while the incorporated status provides for industry participation and leadership while protecting the Directors personally.

Stratford City Council established the Tourism Transition Board to undertake the work of planning and managing the transition from Tourism Stratford to the Stratford Tourism Alliance.

The Tourism Transition Board worked from July to December 2006 to plan and set up the Stratford Tourism Alliance.

General Purpose Of The Stratford Tourism Alliance

To act as a member and industry driven private sector not-for-profit Organization to manage, develop, promote and publicize “Destination Stratford” as a national and international tourism destination.  The goal is to strengthen the local economy and enrich the quality of life in the City of Stratford and area.

The Stratford Tourism Alliance is the face of visitor information services.  A visible, well-maintained and accessible location showcases the community.  Accurate and up-to-date information will be disseminated in a timely fashion consistent with the highest quality expected – including print, web site and front-line services.

Specifically

• To engage in programs, activities and services that will achieve the General Purpose. The Stratford Tourism Alliance will encourage
  • individuals
  • businesses
  • corporations
  • local, provincial, national and industry associations or groups
  • crown corporations
  • governments and their agencies
  to work collectively and invest in and develop, market and manage tourism.
• To finance and supervise the work of the organization through the solicitation and collection of monies from
  • member dues
  • destination marketing funds
  • co-operative marketing investments
  • sponsorships
  • government funds
  • donations
  • commercial activity, STC Corporate events
  and any other means deemed appropriate by the Organization.
• To act as an effective voice to all levels of government and the public.  To increase awareness of the contributions of the tourism sector to the community and to create understanding of the industry’s needs.
• To encourage high standards of product, service and training.
• To report regularly and openly to members, contributors and the public about the intentions, goals and results of the activities undertaken by the Organization.
• To establish systems and procedures for the efficient and effective operation of the Corporation.
• To maintain offices and facilities required for the purposes of the Organization.

In addition to the purposes described above, the Tourism Transition Board approved the following Charter for tourism in Stratford:

A Charter For Tourism In Stratford

1. The primary draw for Destination Stratford is the Stratford Festival. Efforts to promote Tourism will be made throughout the year with the primary focus being on maximizing visitation during higher demand periods.
2. All marketing efforts must be designed to promote and capitalize on the Stratford brand. The Stratford brand is made up all of the experiences and products that characterize the destination; the parks system; the heritage architecture; fine dining; unique events; cultural activities; sports activities; distinctive shopping and rural ambience.
3. Stratford’s image is one of high quality. All public communication – ads, brochures, website - must be of the highest quality and reflect a consistent style and look. Operators in the industry should be encouraged to consider common graphic guidelines in order to support the Stratford brand.
4. Stratford’s tourism industry should be encouraged to subscribe to the highest standards of product and service and celebrate those individuals and businesses that demonstrate innovation and leadership in service and training excellence.
5. The Stratford tourism industry encourages building partnerships within the region, the province, the country and in the international marketplace.
6. Stratford’s tourism marketing efforts include the facilitation of new product development. This does not include any role in financing or managing special events or attractions. Support for such initiatives must be based on their potential to develop new demand.
7. Marketing initiatives should be measurable. Marketing planning should be based on reliable and accurate data and all programs should be evaluated according to previously established goals. The industry should be encouraged to develop research data and share information.
8. Stratford’s tourism marketing agency informs the community on the value of the tourism economy and issues that affect tourism.

Composition And Terms Of Appointment:

Membership on the Stratford Tourism Alliance Board includes 13 voting seats. Some seats will be appointed by industry organizations and some will be filled through a public nomination process. For the first year only 3 seats will be appointed by the Tourism Transition Board in order to fulfill conditions of the incorporation process.

1. To be appointed by industry organizations:

• Stratford City Council
  Appointed by Council
• Accommodations (2)
  • SABBA – Stratford and Area Bed and Breakfast Association - B&B
    Appointed by SABBA
• City Centre
  Appointed by City Centre Committee
• Chamber of Commerce
  Appointed by Chamber of Commerce
• Perth County Visitors Association - PCVA
  Appointed by PCVA
• Stratford Festival
  Appointed by Stratford Festival

2. To be appointed by Tourism transition Board

• DMF  - Destination Marketing Fee Contributor
  For 2007 – appointed by Tourism Transition Board
• SAHMA – Stratford Hotel/Motel Association - Hotel/Motel
  For 2007 appointed by SAHMA and Tourism Transition Board
• Citizens-at-large (1 of 2)
  • Tourism Industry
    For 2007 – appointed by Tourism Transition Board

3. To be appointed through public nomination

• Restaurants
• Retail
• Arts and Culture
• Citizen-at-Large (1 of 2)

Therefore for 2007, Nominations from the public are sought for the following positions

• Restaurants
• Retail
• Arts and Culture
•  (1) Citizen-at-large

• 2 non-Voting
• Government
  • Ontario Ministry of Tourism – ex officio, non-voting
  • Federal Government – ex –officio, non-voting

TOTAL 15, 13 voting

• Terms will be 3 years, with a  maximum of 2 consecutive terms by any individual.
• Executive to consist of President, vice-President, Secretary, Treasurer. Vice-President is President-designate.
• Quorum is 50% of voting members +1 = 7
• Committees – TBD (Marketing, Finance and Administration, Governance and Nominating, Membership, Training)

Staff Resources:

At present the Alliance staff will consist of an Executive Director, who is supported by 2 full-time staff – a Marketing Co-ordinator and Administrative Assistant. The 2 support positions are supplied by the City of Stratford.

Quorum:

Quorum is the number of people required to be present at a meeting to validate the transaction of the Board’s business. Quorum is a majority of the whole number of members of the Board (more than 50%) and is required whenever a vote, recommendation or other decision is taken by the committee. Official business of the Board cannot be conducted when there is a lack of quorum.

Non-voting positions on the Advisory Committee shall not be counted when determining quorum.

Meetings:

The Board will hold regular meetings or as deemed necessary at the call of the Chair or Vice-Chair in the absence of the Chair. Meetings of the shall be open to the Public, except that a meeting or part of a meeting may be closed to the public (In-camera Session) if the subject matter being considered is prescribed under law as a matter that may be discussed at a closed meeting.

A meeting may be closed to the public to discuss one or more of the following items:

• Personal matters about an identifiable individual(s) including municipal employees or local board employees;
• Labour relations or employee negotiations;
• Litigation or potential litigation, including matters before administrative tribunals affecting the municipality or local board;
• Advice that is subject to solicitor-client privilege including communications necessary for that purpose;
• A subject matter that relates to the consideration of a request under the Municipal Freedom of Information and Protection of Privacy Act if the council, board, commission or other body is the head of an institution for the purposes of that Act.

The Board will liaise and report to Council through the Economic Development and Tourism Sub-committee of Council and by forwarding the minutes and relevant documents to the City Clerk for distribution to Council.

Remuneration

Board members shall serve without remuneration.

Role Of Board Members

Chair

• is the official spokesperson for the Board and speaks on behalf of the Board to the media, as necessary;
• chairs all meetings of the Board
• understands the objectives of the organization;
• ensures that agendas are prepared and circulated prior to meetings;
• is knowledgeable about parliamentary procedures;
• starts meetings on time;
• introduces and welcomes all newcomers and guests;
• makes a clear statement of the issues to be discussed;
• assigns the floor to whomever wishes to speak in an appropriate manner;
• ensures that each side of an issue is fully and fairly stated;
• sees that no one dominates the discussion;
• interrupts a board member who is speaking out of order or inappropriately;
• makes frequent verbal summaries of the conclusions reached;
• restates all motions, amendments and the outcome of the voting;
• names the movers and seconders of motions;

Vice-Chair

• in the absence of the Chair, assumes the role of the Chair;
• at the request of the Chair, provides assistance in the conduct of meetings;

Board Members

• are knowledgeable in all matters of concern to the tourism industry in Stratford
• are prepared to sit on committees and participate in decision-making and relevant committee work as designated by the Chair
• are prepared to attend events in support of Alliance programs
• are prepared by reading the agenda and supporting documents beforehand and bringing them to meetings;
• read the minutes of the previous meeting to ensure that they reflect the general discussion and the motions made;
• focus on the meeting;
• listen to all ideas;
• address all remarks through the Chair;
• ask questions if a statement is unclear;
• participate fully in discussions but not to dominate the discussion or allow others to dominate;
• look for the positive aspect of another’s ideas;
• avoid personal comments and comments that are not related to the business of the committee;
• advise the Chair in advance of the meeting if bringing up a new or controversial topic;
• inform the Chair in advance if leaving the meeting early;
• inform the Recording Secretary in advance if unable to attend the committee meeting;

Recording Secretary

• sorts out the comments, suggested actions and decisions expressed at the meeting and produces a summation of the discussion and the decisions or recommendations made by the advisory committee;
• keeps track of attendance at meetings;
• requests that the Chair temporarily halt the meeting if comments are flowing so fast or there is more than one discussion going on at the same time, making it impossible to record an accurate summation;
• authenticate the minutes of the meeting by having the Chair sign the minutes once adopted by the Board at the next meeting;
• at the direction of the Chair and in consultation with Resource Staff, drafts correspondence for the committee;
• makes meeting room arrangements for the Board;
• in consultation with the Chair and Resource Staff, prepares the agenda and supporting documentation and sends out to the Board members at least 7 days prior to the meeting, unless it is a special meeting called by the Chair for which there is not time to meet the 7 days prior to requirement;

Resource Staff

• at the direction of the Chair, prepare reports for consideration by the Board that relate to the business of the Board;
• respond to specific questions at the meetings;
• participate in the discussion at the Board meeting, but not the voting;
• where the preparation of a report or the undertaking of research will require a considerable amount of time, the approval of the Executive Director is required before the work proceeds;