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Sun Peaks, Rocky Mountaineer up for tourism awards
Christopher Nicolson knew the marketing strategy for summer at Sun Peaks worked almost immediately.
With a goal to draw people to the resort who might not normally drive up the mountain, the president of Tourism Sun Peaks said he knew from the number of winter bookings that followed two outdoor concerts this past summer the goal had been met.
It’s a repeat from what they experienced last year, Nicholson said, after other musical concerts.
The campaign is now up for an award from the Tourism Industry Association of Canada (TIAC) in its marketing campaign of the year category.
Other finalists include Lloyd Lake Lodge in Two Hills, Alta., Tourism Calgary. Tourism Toronto and Tourism Whistler.
Another Kamloops-related business, Rocky Mountaineer, is a finalist for employer of the year category.
Nicolson said his organization wanted to create a reason for people to visit Sun Peaks that went beyond the existing amenities, but that would also complement them.
This summer’s two concerts — Burton Cummings and Colin James — included other musical acts that were layered in to highlight the entire community, he said.
The perfect experience, Nicolson said, would be someone who booked a hotel room on the day of one of the concerts, had lunch on a patio, maybe played a round of golf or went on a canoe trek through nearby McGillivray Lake, enjoyed the music, went back to their hotel room and booked a winter vacation.
“And we know from the bookings that this is what is happening,” he said.
The awards will be presented in early December.
TIAC is the only national organization that represents the country’s tourism industry.
It has more than 300 members and affiliates representing more than 1.6-million jobs.
THEY'RE DREAMING OF A WHITE AUTUMN
There’s snow up there — way up there — but it’s enough to have started the annual guessing game at Sun Peaks.
Christopher Nicolson, head of Tourism Sun Peaks, said there is about a 20-centimetre base started at the top of the mountain.
“And there’s some on the northeast side, as well, that we’re betting on,” Nicolson said.
“We do this every year. It normally teases us. It comes and goes and comes and goes, but I think it’s here to stay.”
A mid-November opening for the upcoming ski season is still expected.