While Tourism Moose Jaw considers the breakdown of its trolley last year as a major blow, the organization is looking forward to running some exciting initiatives this year.
The organization held its annual general meeting on April 30 at its office on Thatcher Drive, where it reviewed the previous year and discussed this year’s activities. About a dozen board members were in attendance.
Successes
Tourism Moose Jaw saw many successes in 2018 and experienced a few mishaps as well, said Kelly Carty in her president’s report. However, with some direction from the board, executive director Jacki L’Heureux-Mason and her team tackled every issue head-on with smiles on their faces.
“The tourism centre has always been a hub of activity for our city’s visitors, but with the rising fame of our Mac (the Moose), we are forging ahead to new heights,” Carty said.
The organization played a pivotal role in rebranding the city last year, said past president Margaret Moran. L’Heureux-Mason and her team used the phrase “Canada’s Most Notorious City” regularly. This led, for example, to Wakamow Valley using “notoriously wild” or “notoriously natural” as a tagline to show off the best attributes of the valley.
Tourism Moose Jaw took the lead role in the 2018 Canada Day celebrations, she continued. L’Heureux-Mason and her team, plus many volunteers, put on a great party that included activities in Crescent Park and fireworks.
Another highlight last year was inviting Andrew Hiltz, the Saskatchewanderer, to visit the office, Moran said. Hiltz provided important tips for social media and entertained staff with stories about his adventures.
Mishaps
Losing the trolley last September was a big loss, said L’Heureux-Mason. However, what became clear was the vehicle is important to the office and to Moose Jaw in general. Furthermore, solid planning and fiscal responsibility ensured Tourism Moose Jaw was insulated from the financial losses and recovered quickly.
L’Heureux-Mason pointed out there were 6,000 fewer people who visited the Tourism Moose Jaw office during the six weeks the trolley was down. This represented a decrease of 20 per cent. However, merchandise sales were up by three per cent, so between that number and an increase in membership revenues, the organized weathered the storm.
Last year was L’Heureux-Mason’s second year with the organization. In 2018, additional trolley and walking tours were added, including the successful children’s tours and inaugural cemetery tours. An online booking system was created for the trolley and walking tours, which has reduced costs and reduced paper waste.
Finances
Since the organization’s finances were still being audited, a draft financial statement was presented during the meeting. Although subject to change, it showed:
- Revenues last year of $320,307.56, compared to $359,376.66 in 2017; this is a decrease of 10.87 per cent
- Expenses last year of $314,182.25, compared to $317,340.19 two years ago; this is a decrease of one per cent
- Total net income in 2018 was $6,125.31, compared to $42,036.47 two years ago; this is a decrease of 85.43 per cent
Future initiatives
The organization has taken on projects to brighten up the Tourism Moose Jaw office, said Carty. The bathrooms will receive new full wall wraps promoting Moose Jaw.
“The bathrooms are the most visited room in the building, so the idea of educating people while the yare about their business is a very unique project that Jacki initiated,” Carty continued.
The organization will soon have a new booth downtown for visitors to learn more about the city. This will look more like a retro news stand or ticket booth.
Tourism Moose Jaw received much attention during the “feud” with Norway over the world’s tallest moose, said L’Heureux-Mason. This attention was course-altering since the organization has seen visitor numbers increase since February.
“Somebody asked me how much this would cost us in a media program and I said there isn’t a number,” she continued. “Millions of dollars wouldn’t even fix this problem because it was organic.”
The trolley is back in service and will offer more tours this summer, L’Heureux-Mason said. This includes a walking tour using information from a book written by Bruce Fairman.
The organization is also planning a food and drink festival in September called Prohibition Days.
“This summer is promising to be a busy one, with the rebirth of the air show and all the publicity our little city has received,” added L’Heureux-Mason. “Our staff is ready. They are excited.”
