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The recipients of the 2005 National Awards for Tourism Excellencepresented by The Globe and Mail were announced at a gala dinner October 24th at the Fairmont Château Frontenac in Québec City, Québec, during Canada’s Tourism Leadership Summit.
Before the Cree Village Ecolodge was built, visitors to Moose Factory Island, Ontario, were limited to a quick tour as part of a day trip. Now, they can stay at a comfortable, ecologically friendly lodge that reflects the historical values of the James Bay Cree, who have traditionally lived in harmony with nature. They can also enjoy unique and varied outdoor and cultural experiences: management has developed its own tours and partnered with Northern Ontario tour operators, and includes the community in the lodge's daily operation, giving guests the opportunity to meet the Cree elders and local families. Developed and owned by the MoCreebec Council of the Cree Nation, the Cree Village Ecolodge has embraced tourism on Cree terms and created a source of economic stability. It has also instilled new respect for Cree values in the community, and is a role model for tourism development locally and in other northern communities.
The Rodd family's long-term commitment to the tourism industry and their important contributions to its development in Prince Edward Island began when Sally and Wally Rodd built guest cottages on their farm in Winsloe, PEI. They founded Rodd Hotels and Resorts in 1935; today their son, David, is President and CEO. The company has become Atlantic Canada's largest privately owned hotel chain, with 13 properties in Nova Scotia, New Brunswick and PEI. Its focus on customer service and satisfaction is supported by employee training and certification, customer feedback and a mystery shopper program, and its commitment to sustainability is bolstered by training from the Gros Morne Institute of Sustainable Tourism. Rodd Hotels and Resorts, its management team and employees continue to play an active role in the development and support of the tourism industry in Atlantic Canada.
The polar bear has long been the mascot of Cochrane, Ontario, home to the Polar Bear Express, but visitors kept asking, "Where are the polar bears?" Thanks to the vision of the Cochrane and Area Community Development Corporation, they can now find some at the newly opened Cochrane Polar Bear Habitat, the world's only polar bear rehabilitation facility, and interact with them in a unique "Swim with the Bears" experience. The idea of building a facility to house polar bears grew, during six years of planning, to incorporate education, research and culture; a pioneer village was added to lengthen visitation. The Polar Bear Conservation and Educational Habitat and Heritage Village works closely with other regional attractions to promote tourism throughout Northern Ontario.
Olivier, a New Brunswick-based manufacturer of the highest-quality therapeutic olive oil skincare solutions, is an example of how innovation combined with passion, perseverance and excellence can drive success. The Olivier Soapery, Canada's Soap Economuseum in Ste-Anne-de-Kent, New Brunswick, a living museum of the traditional craft of soap-making, has blended history, culture and tradition into a successful tourism attraction, through guided tours, live demonstrations, a soap boutique, and a SoapArt collection featuring local artists. Partnerships and alliances with other tourism businesses demonstrate founder Isabel P. Gagné's philosophy that tourism is a combination of well developed, coherent products that create a destination and these combinations must never stop changing and growing. Olivier develops new themes on an ongoing basis, looking for new ways to attract visitors to the region for the benefit of all.
Serco FM (New Brunswick) Inc., a facilities and service management company that delivers services to government and private clients across Canada, partnered with New Brunswick Tourism in 1998 to manage and operate all aspects of the Hopewell Rocks Tidal Exploration Site. Its capital investment in facilities development and the application of its management expertise-supported by human resources excellence and a commitment to customer service and environmental sustainability-have made Hopewell Rocks the main travel generator for visitors to the province. The company's "Hire Local, Promote Local, Buy Local" policy has made the attraction an economic driver for the area. Serco FM is an active contributor to New Brunswick tourism initiatives through various local, provincial and national organizations, and has also created successful joint marketing initiatives with public and private sector partners.
Winnipeg editor, publisher and writer Shel Zolkewich brings a personal touch to tourism promotion that inspires novice outdoor enthusiasts and jaded travellers alike to visit featured destinations. The leader of Shel Zolkewich and Associates, a communications company specializing in dynamic magazine content for a variety of clients, she has influenced the content of Winnipeg Life, which highlights Manitoba's urban scene and features weekend getaways, and is involved with My Winnipeg Business, a showcase of successful operators. She also created Manitoba Outdoors, a publication that promotes outdoor recreation opportunities. Her extensive publication credits as a freelance writer include travel and lifestyle magazines, major dailies and trade publications. The power of her message and the effectiveness of her approach make Shel Zolkewich a valuable media resource to Manitoba's tourism industry.
Brent Staeben is the driving force behind the Harvest Jazz and Blues Festival, held each fall in Fredericton, New Brunswick, and a tireless promoter of the value of festivals to the province's tourism product inventory. Under his guidance, it has grown from a small community festival into Atlantic Canada's largest celebration of jazz and blues, a destination event drawing attendance of nearly 70,000 from all over eastern North America. This success has inspired the creation of similar festivals in other communities. It has also helped re-energize the spirit of volunteerism in Fredericton, enabling other volunteer-led, tourism-oriented events to grow and flourish. And thanks to the Harvest Jazz and Blues Festival, the provincial government now embraces festivals as viable and rich tourism products worthy of greater promotion and support.
Nova Scotia's history of successful tourism marketing, driven by attention to detail, a commitment to quality and close collaboration with the private sector, has set leadership guidelines for the industry. This year, Nova Scotia Tourism and Culture raised the bar even higher, overhauling its marketing strategy based on market research which determined that the traditional model of offering activities would no longer appeal to time-poor, overworked travellers who need rejuvenation more than a list of things to do. Its 2005 campaign-which exceeded its objective of growing awareness and increasing inquiries by 15% across all markets-targetted consumers who want to rejuvenate and experience a unique place with a living maritime culture that embraces and nourishes its natural beauty. Nova Scotia Tourism and Culture continues to create a climate of success so the industry can thrive.
The Keskinada Loppet, which since 1982 has been held in Gatineau, Québec, has helped put Canada on the map as a premier winter destination for 27 years. With more than 11,000 participants from over 20 countries, it is Canada's largest cross-country skiing event and represents the country on the Worldloppet circuit of the sport's most noteworthy races. Participant feedback generates continuous improvement, and this year the Keskinada Loppet introduced a number of "firsts" in its history, including the setting of a Guinness record for the world's largest ski, new skiing events, a trade show, receptions and medal ceremonies. Organizers also work with Tourisme Outaouais to encourage competitors and their families to lengthen their stay and enjoy the region's tourism offerings
Aquila Tours of Saint John, New Brunswick, a leader in group travel, conference and event management, receptive services, cruise shore excursions and educational travel programs, creates moving experiences for over 50,000 clients a year. Its ten full-time and more than 50 part-time tour guides and tour directors benefit from owner Beth Kelly's personal philosophy of happiness in the workplace, empowerment and rewards. The company offers a range of benefits, including profit-sharing, invests heavily in training, including national certification for its tour guides and directors, sponsors teambuilding events and workshops, has a policy of promoting from within, and encourages self-development. It also provides two annual scholarships to students in the University of New Brunswick at Saint John's hospitality and tourism program. In turn, employees have rewarded Aquila Tours with enthusiasm and long-term commitment.
Employee development and involvement are key elements in accomplishing the mission of the Société des établissements de plein air du Québec (SÉPAQ), a public corporation that employs 3,300 non-civil servants to operate 47 parks, wildlife reserves and tourism centres. It focusses on the quality of the recruitment process, training and staff empowerment. Training incentives and a commitment to certification-2,945 employees have already achieved Client Plus certification-are complemented by a complete range of benefit plans. "Participative management" is put into practice through labour relations committees that try to reconcile individual and organizational needs. SÉPAQ also values the diversity of its workforce, which includes people with disabilities, members of linguistic and ethnic minorities, and Aboriginals. High employee and customer satisfaction attests to the success of its human resources approach.
High standards in all aspects of his work and an "At Your Service" approach are the signature of Mohammad Zolfagharian, Room Service Server at the Calgary Marriott Hotel. Calling Alberta and Canada his home since 1990, he has become a tourism ambassador for his new country, thanks to his love of people and his dedication to everything he does. He contributes daily to the success of the Room Service business unit, the hotel and Marriott International by extending to guests the same warmth and hospitality that he extends to friends in his own home, assisting associates and demonstrating countless outstanding actions. Not only does he have a positive attitude, compassionate nature and willingness to help, he sees himself as a partner in the Calgary Marriott Hotel's success. Entering his 12th year of service, Mohammad Zolfagharian continues to be a role model of hospitality.
"Take pictures, leave bubbles" is the motto of Ocean Quest in Conception Bay South, Newfoundland and Labrador, which not only offers high-quality adventure and scuba diving experiences and training, but puts into practice owner Rick Stanley's passion for conservation of natural resources, protection of the environment and preservation of cultural heritage. Among many actions, he co-founded Ocean Net, which seeks to reverse the polluting of the world's oceans and marine life; his company has been a major force in the expansion of its programs and initiatives. Ocean Quest has also adopted the Adventure Tourism Association of Newfoundland and Labrador's Code of Conduct for Operating Tour Boats in the Coastal Environment and Around Marine Wildlife.
This award also includes a scholarship component. TIAC-Parks Canada Sustainable Tourism Scholarships were awarded to the following students entering their final year of tourism-related studies at a representative university or college across Canada:
- Vincent Tung, Concordia University
- Cedric Nagy, University of Guelph
- Mohammed Elzefatawy, University of Calgary
- Sylvie Theriault, Mount St. Vincent University
Peter Elmhirst is a person whose creativity and hard work stand as an example of the entrepreneurial spirit on which Canada's tourism industry is built. A person with the vision to look beyond personal business interests to the greater good of the tourism community, locally, provincially and nationally. And a person who has put that vision into action through over 30 years of volunteer service to organizations that have made, and continue to make, an important contribution to the future of Canadian tourism.
He is the third-generation owner of a family business that has grown, under his customer-focussed stewardship, from a fishing camp that operated only in the summer into a year-round destination offering a variety of activities for vacationers, conference delegates, weekenders, and all manner of outdoor enthusiasts. Since buying the property from his father in 1973, he has never stopped innovating. He developed some unique product combinations around the flying business started by Arthur Elmhirst in 1934, and has added many new facilities and services. Today, Elmhirst's Resort includes a conference centre, riding stables, health club, fine-dining restaurant and an impressive wine cellar.
Peter had the vision, skills and personal qualities required to build a successful tourism business. But he recognized that the success of all tourism businesses depended, as well, on external factors that could not be addressed through individual effort alone. He saw the value in strengthening the industry as a whole and growing the tourism pie for the benefit of everyone. And he acted, investing tremendous amounts of time, energy, expertise and financial resources in organizations that serve Canadian tourism, often in pioneering and leadership roles that included:
- Chair of Resorts Ontario and Tourism Ontario.
- Founding chair of the Ontario Tourism Education Council, and member of the Labour Force Development Board. Peter has been active in labour force development at other levels, too, welcoming student placements, making presentations at local schools on tourism careers, and hosting an annual Adventures in Tourism workshop to show hospitality students the options available to them.
- Founding Chair of the Conference Board of Canada's Canadian Tourism Resarch Institute.
- Founding board member of the Canadian Tourism Commission.
- First Chair of the Rendez-vous Canada Advisory Committee.
- Long-time membership in the Tourism Industry Association of Canada and past Chair of its Board of Directors.
Peter Elmhirst's passion for tourism and love of the industry are an inspiration to his colleagues throughout Canada. |
