By Alison Taylor
That’s the question the four key economic agencies in Whistler
aimed to find out.
Last year Whistler-Blackcomb, Tourism Whistler, the Resort
Municipality of Whistler and the Chamber of Commerce began the Economic
They were charged with reviewing their roles, ensuring the
maximum competitive advantage for Whistler and exploring opportunities to enhance
that competitive position.
On Monday, John Rae, the municipality’s manager of strategic
alliances and marketing, presented the group’s findings to date to council.
Of the 18 opportunities identified by the group, seven have
become priorities, he said, the so-called low-hanging fruit that can be
addressed sooner rather than later.
• integrated research;
• coordinated marketing;
• coordindated sponsorship;
• coordinated resort pride and service strategy;
• coordinated relationship with the Vancouver Organizing
Committee for the 2010 Olympic Games, and
• regional economic development partnership, including First
Some of these priorities have already been addressed explained
For example, last year Whistler-Blackcomb and Tourism Whistler
combined marketing efforts and launched Whistler. Always Real.
Tourism Whistler and the RMOW also bought whistler.com from a
More recently they have updated their priorities to include
recruitment as an emerging issue. The chamber has taken a lead role in the
recruitment strategy and plan.
The Economic Agencies Initiative is continuing said Rae.
“We haven’t contemplated an end date,” he said.
In response to Councillor Ralph Forsyth’s question as to why they are doing the review, Rae explained they are trying to find efficiencies, and be as effective as possible while maximizing their partnerships and their investments in the marketplace.