The long-awaited transformation of the Battlefords Tourism and Convention Association to a much-expanded structure has now taken place.
At an annual general meeting Tuesday at Fort Battleford, members approved the changes to the organization.
The bylaw changes, called "historic" by tourism development manager Ryan Bater, transform Battlefords Tourism into the much expanded structure that, for the past year, was referred to under the working title of Greater Battlefords Marketing Alliance.
"This is a very tremendous undertaking. This organization will now be responsible for a budget of a quarter of a million dollars, so it's a big deal. This is a really big opportunity for the Battlefords."
However, the title for the new expanded structure officially remains Battlefords Tourism and Convention Association, at least for the time being. Bater did hold out the possibility that a new board of directors might change the name to include the new organization's greater responsibilities.
The expanded entity will see considerable expansion in responsibility and funding. It will see an increase in its budget from $111,000 to about $250,000, changes to the board of directors and how it is composed, as well as an expansion in responsibilities to include business opportunity marketing and event attraction.
In speaking to reporters, Bater explained what the bylaw changes passed at the meeting meant for the organization.
"The members of Battlefords Tourism just created a full-service marketing agency that will not only be responsible for tourism marketing, but will also be responsible for event marketing as well as business opportunity marketing," said Bater.
"From this point on, we will have a single consistent message leaving the Battlefords, whether it is tourists, new residents or businesses."
The changes had been talked about for some time and Bater says discussions go back to 2007 when he was still with the Battlefords REDA.
"A lot of people put a lot of hours of work into this and it's been a five-year road, but we got here tonight," said Bater. "But really the work is just starting."
Bater talked about the implications of an increase in his presentation. He called it something that would "change the face of how we do marketing in the Battlefords."
The changes come on the heels of signed funding agreements with the City of North Battleford, Town of Battleford and the Battlefords Hotels Association, with the BHA contributing to the new structure through a destination marketing fee.
The changes put forth in the bylaws are said to be significant. The corporate objective of the organization include promoting, forstering, improving and developing "events, convention tourism and business opportunity marketing within the Battlefords and area."
Membership will include municipal members, destination marketing fund members, tourism members (including permanent tourism attractions or event organizations), members, investors and strategic partners.
The board of directors goes from having a minimum of three and a maximum of 15 representatives to a minimum of five and a maximum of nine representatives from the members in good standing.
At least two representatives must come from municipal members and two from destination marketing fund members, a maximum of one must come from strategic partners and up to two from tourism members and members may comprise between zero and two members.
The committee structure includes three main advisory committees of members to aid the board and offer guidance. They are an Events and Conventions Committee, a Tourism Attractions and Assets Committee and a Business Opportunity Marketing Committee.
The new structure also calls for the hiring of an executive director, replacing the tourism development office. Among the responsibilities of the executive director is to ensure there is a comprehensive annual plan, budget and reporting of association activities supporting the strategy established by the board and service agreements with members.
"It's the first model of its kind that I've ever heard of, and it's rather exciting for the community. It's only possible because of the commitment from membership, but also the city, the town and the Battlefords Hotels Association," said Bater.
The next step will be for the new board of directors to elect its officers, including a chairperson. Bater also expects discussion over the next while about how to brand the community, what works and doesn't work and how to track the effectiveness of that.
