DESTINATION MANAGEMENT ORGANIZATION

AdvantageHOPE has been designated as the Destination Management Organization and the eligible entity for the collection of the 2% Municipal Regional District Tax for the Hope, Cascades & Canyons Tourism region. The Tourism strategy is funded via this 2% tax, as well as funds leveraged from additional sources such as the District of Hope and our local stakeholders and partners.

Hope, Cascades & Canyons is an operational entity of Hope Business and Development Society.

GOALS & OBJECTIVES

Hope, Cascades & Canyons has identified the following measurable objectives for the five-year period from 2019 – 2023.

  • Growth in annual MRDT collected
  • Increase the average length of stay of visitors · Increase in Net Promoter Score
  • Increase in shoulder season visitation levels
  • Increase in value of leveraged resources, partnerships, and collaboration
  • Increase in the number of businesses servicing the travelling public
  • Existing businesses servicing travelers are increasingly successful
  • Increase in number of tourism sector employees
  • Increase in number of businesses lengthening their season and hours of operation

BRAND POSITIONING

Hope, Cascades & Canyons is connected to nature, to community & to oneself. The messaging across markets will convey:

Our vision of the community as a vibrant downtown centre with a flourishing and inviting mountain culture; high quality of life; and sharing experiences that are environmentally and culturally sensitive;

Our values surrounding environmental and town stewardship, positivity, progressivism, and authenticity;

Our offer of an intimate and stunning mountain setting which allows visitors to feel alive and connected to nature, the community, and oneself while maintain comfortable access to big city amenities; Our personality as being relaxed, modest, calm, easygoing, friendly, adventurous, helpful, kind, and polite; and

Our positioning as the transportation hub which connects the Lower Mainland and the Interior.

Our positioning also provides a place to rest and recharge and makes us an accessible soft adventure hub through which visitors can be emotionally moved by awe-inspiring natural encounters Hope, Cascades & Canyons is naturally aligned with the British Columbia brand as we are on the edge of raw wilderness and urban refinement.