ARDA working to advance Antigonish’s tourism report card

The Nova Scotia Department of Tourism, Culture and Heritage hired consultant Roger Brooks of Destination Development International to conduct a regional assessment of the Northumberland Shore.

This assessment provides an unbiased overview of the region – how it is seen by a visitor. It includes a review of local marketing efforts, signage, ease of getting around, visitor amenities, etc. All of his findings were presented in an “Assessment Findings & Suggestions Report” with very detailed descriptions of shortcomings and possible suggestions as well as photos and helpful examples. ARDA is in the process of taking this assessment and making some of the suggestions a reality.

“This assessment is an important component in understanding our current tourism situation,” says Heather Myers, development officer at ARDA. “The report provided valuable insight and suggestions on the areas of the community that could be approved upon as well as how to undertake those changes.”

The assessment of the Northumberland Shore was conducted in July and August of 2009 and was done in two parts. The first was to visit the region and this was done with no prior research or contact with community representatives. The towns and surrounding areas were “secretly shopped”. The second part was of the assessment was to find out how easy it is for potential visitors to find information about the region and communities. People from Brooks’ team were assigned to plan trips to the region and they could use whatever resources they would typically use in planning a trip: travel books, brochures, the internet, calling the visitor information centres, etc.

Brooks’ visit to Nova Scotia began at the New Brunswick border and ended at the Canso Causeway. Leaving Trenton, Brooks toured the coast to Cape George into Antigonish and made numerous stops along with way.

ARDA, along with neighbouring RDA’s including the Pictou Regional Development Commission, Colchester Regional Development Agency, and Cumberland Regional Economic Development Association, the Department of Nova Scotia Tourism, Culture and Heritage, and the Atlantic Canada Opportunities Agency are working together to develop a strategy to address some of the key suggestions for the region.

“As a group we’ve identified the top priorities as being a consistent way finding system, a best of the best guide, tourism kiosks, and a usable map of the Northumberland Shore,” says Myers. “Many of the suggestions for the region also apply to the Antigonish area. Based on the report, the top priority for Antigonish is to develop a way finding sign system.” Other suggestions include a local best of the best guide, blade signs for businesses, and making visitor information more easily available – perhaps with kiosks or even a satellite visitor information centre downtown.

ARDA has already begun gathering a group of community members to spear head these initiatives. “It’s my wish to take this assessment and put some of the suggestions into action,” says Mark Gabrieau. “As a business owner on Main Street I can see the real potential and positive effects these suggestions will have on driving more traffic into our community and therefore on business.”

“As the report says, the primary goal of the tourism industry is to bring more cash into the local economy,” says Myers. “Brooks’ report is so comprehensive and the community of Antigonish can use this information to move forward attracting more visitors to our area.”

For more information, the “Assessment Findings & Suggestions Report” can be found on ARDA’s website: http://www.antigonishrda.ns.ca/resources/publications.