A City That Doesn t Apologize for Itself
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A City That Doesn’t Apologize for Itself
Rethinking Tourism Strategies for Winnipeg1
Slow Growth and Self Deprecation must be something wrong with it and 2)
there is absolutely nothing the matter
It is an unfortunate reality of North with Winnipeg. Good intentions to the
American politics that rapid growth and contrary, the sense of our own inferior-
a highly dynamic economy have become ity is often the message that comes
the all-but-universally accepted measure through most clearly.2
of a city’s worth. Most Canadians are in
some way caught up in the belief that The notion that cities can only be “world
“the big apple”—Toronto, New York, class” if they are large and economically
Los Angeles, or the nearest major urban dynamic constitutes a mental pathology
centre, wherever one happens to be—is that is a product of North American his-
deserving of rapt attention. “Lesser” cit- tory. It stems from a long history of pre-
ies are seen, in an ill-defined but funda- occupation with growth. In both Canada
mental way, as less worthy, and identifi- and the United States, the settlement of
cation with them produces a curious the west and the industrial revolution
mixture of defensiveness and feelings of were marked by a phenomenon known
inferiority. Winnipeg is a good example to urban historians as boosterism—noisy
of this phenomenon. self-promotion in the competition for
population and economic growth.
A combination of defensiveness and ab- (Artibise, 1981; Wade, 1959) Within met-
negation shine through in many efforts ropolitan areas, a similarly growth-ori-
to promote the city. An undercurrent of ented and competitive environment was
desperation is palpable, both in adver- evident. From the earliest days of sub-
tising campaigns on such themes as urban development, much of the out-
“Winnipeg: 100 reasons to love it” or ward expansion of cities took the form
“love me, love my Winnipeg” and in the of competition among urbanizing mu-
declaration of recent years that it was the nicipalities vying for residential, com-
Jets that kept Winnipeg “on the map.” mercial and industrial development.
What comes through most clearly are (Binford, 1985; Markusen, 1984; Logan
two contradictory messages, often as- and Molotch, 1987, 179-99) Throughout,
serted simultaneously: 1) since Winni- growth was the overriding goal.
peg is not Toronto, or Vancouver, there
A City That Doesn’t Apologize For Itself 1Boosterism, and the elevation of growth chances of finding quality theatre pro-
to the status of a primary virtue, how- ductions outside of New York, Montreal
ever characteristic it is of North America, or Toronto were not good. At that time,
is not necessarily the way of the world. regional theatres were the still struggling
To make that point, we need only to creations of such visionaries as John
think of Europe, where a glance at the Hirsh in Winnipeg and Tyrone Guthrie
map will allow in Minneapolis. Similar points could be
us to make a list made about dance, opera, classical mu-
What comes through of cities that are sic, and everyday entertainment. As re-
most clearly are two neither eco- cently as the early 1970s, anyone famil-
c o n t r a d i c t o r y nomic power-
houses, nor
iar with the conventions of popular
music could usually tell by listening
messages, often centres of rapid whether a rock, folk or country record
a s s e r t e d growth, but are had been produced in New York, Los
s i m u l t a n e o u s l y : namong evertheless
the
Angeles, or Nashville, or whether it had
come from a smaller centre. The differ-
1) since Winnipeg is world’s great ences in production values were unmis-
not Toronto, or cities, by al- takable.
most anyone’s
Vancouver, there must standards. Ob- Even then, faster-growing and more dy-
be something wrong vious entries on namic cities had problems of their own:
with it and 2) there is such a list are higher costs of living, more dangerous
Vienna, Copen- streets and more pollution, as well as the
absolutely nothing the hagen, Florence personal loneliness that many will ex-
matter with Winnipeg. and Rome. (Leo perience amidst masses of strangers.
and Brown These were compensated for by the fact
2000) The idea that growth defines a that the best things available in many
city’s worth is not accepted in Europe fields could only be found there. In time,
and the excellence of many European however, the corresponding disadvan-
cities suggests that we need not accept tages of smaller cities have been reduced
it either. substantially. Today, it requires a well-
tuned ear indeed to hear a difference
Moreover, the plausibility of the idea between the production values of Win-
that growth equals value appears to be nipeg and those of Toronto, Los Ange-
diminishing with the passage of time. In les or Nashville. Regional theatre no
the past, smaller cities had to do with- longer struggles as it did, and first-rate
out important things that could be taken music, art and dance can be found in
for granted in larger centres. For exam- most larger cities, and certainly in Win-
ple, as recently as 40 years ago, the nipeg.
2 Canadian Centre for Policy AlternativesThe disadvantages of smaller cities, if drop in Chicago or Toronto. We have
such they are, have diminished greatly, every conceivable form of arts and en-
but the sense of inferiority persists. That tertainment, including an internationally
sense is manifest in many things, but it recognized ballet company, as well as
is our contention that it is no longer jus- chamber music, choral and symphonic
tified, if it ever was.3 If we are to over- music, theatre and visual arts that one
come it, we must confront it wherever it would expect to find in a city four times
is found, and in this study, we confront Winnipeg’s size. With winter snowfall
the sense of inferiority implicit in the that is not subject to Southern Ontario’s
way Winnipeg is promoted for purposes alternating melts and freeze-ups, we are
of the tourist trade. These promotions one of the few major cities in the world
provide a good example of well- that, at Christmas time, actually looks
intentioned efforts that often inadvert- the way Christmas cards look.
ently convey a message of self-depreca-
tion. A casual observer, considering In short, it is our view that Winnipeg,
Winnipeg’s tourist promotions, could be collectively, suffers from entirely unwar-
pardoned for thinking that the height of ranted feelings of inferiority and that
our ambitions is to bring in American these feelings are manifest in the way the
hunters and fishers to spend a night here city promotes itself as a tourist destina-
on their way to a northern lake, and tion. In this study we investigate exist-
busloads of tourists from North and ing tourist promotions and consider al-
South Dakota for Folklorama. It is a ternatives.
premise of this research that Winnipeg
can do those things, and do a great deal Study Method
more in addition.
The study falls into two parts. The first
Winnipeg has glorious summer weather, is an investigation of existing methods
typically warm and dry during the day for the promotion of tourism in Winni-
and cool at night, with a density of trees peg, including policies, objectives, meth-
that, from a height, often makes the city ods of promotion and the promotions
appear to be located in a forest. themselves. Because of the length and
Winnipeggers, true to their self-depre- detail of our report of this investigation,
cation, appear not to notice these charms we have included much of it in Appen-
and instead spend their summers com- dix A. The second part of the study be-
plaining of mosquitoes. Restaurants, gan with a two-day brainstorming ses-
meanwhile, offer a range and selection sion by a group selected for their pos-
of food that by-passes no area of the session of relevant expertise.
world and no palate, however refined or
robust, at prices that would make jaws
A City That Doesn’t Apologize For Itself 3The authors met in September 1999 af- Promotion of Tourism: A
ter having reached agreement that Win-
nipeg’s history, its arts community, its
Critique
multicultural milieu, and its location at
the edge of a wilderness with many Following from our major premise, that
unique features, constituted potential Winnipeg has no need to apologize for
tourist attractions that, thanks to our itself, and much to offer, we believe that
collective sense of our own inferiority, effective promotion of the city as a tour-
were not being promoted to their best ist location must begin with a focus on
advantage. We set ourselves the task of things that are unique, interesting, or
identifying opportunities and roughing excellent about Winnipeg and Manitoba.
out alternative strategies. The results of We begin by making the case that this is
this session were followed up by further not being done as well as it might be in
research as we developed the final form current tourist promotion efforts. In or-
of our recommendations. der to do so, we assess existing tourism
promotions, paying particular attention
Appendix B provides brief biographic to initiatives (or the absence of initia-
sketches of participants in the meeting. tives) within those areas that we have
Christopher Leo, who has broad knowl- identified as representing Winnipeg’s
edge of urban politics and policy across uniqueness, or excellence: the rich, in-
North America, but claims no expertise tertwined histories of Winnipeg and the
in tourism, acted as moderator at the Red River Valley; Winnipeg’s widely-ac-
meeting and prepared final drafts of a knowledged status as a centre of the arts
preliminary discussion paper and this and entertainment; the uniqueness and
paper. Jennifer Fultz, an honours student diversity of Manitoba’s natural attrac-
in Political Science at the University of tions, and our multicultural milieu.
Winnipeg, was responsible for back-
ground research, writing an initial draft Our assessment, undertaken in the sum-
of the discussion paper, and preparing a mer of 1999, consisted of a user-centred
precis of the meeting. Maureen survey of the materials and information
Bundgaard offered some particularly actually available to someone touring or
helpful advice on tourism strategies as planning a tour. In carrying out the sur-
the study neared its end. The other au- vey, we visited all Winnipeg offices of
thors contributed their careful delibera- Tourism Winnipeg and Manitoba Indus-
tions and their expertise in subject mat- try, Trade and Tourism and surveyed all
ter, or in the tourism industry itself, as relevant web sites. At the offices, we
set out in Appendix B. asked for available information and col-
lected brochures and other promotional
materials. The web site has been updated
4 Canadian Centre for Policy Alternativessince our initial survey, but, as best we but still left Winnipeg less clearly de-
can determine, the themes of tourism fined than we would like to see it. In
promotion have changed little, if at all. addition, we argue that they omitted
some of Winnipeg’s most unique, as well
Both the provincial government and as potentially attractive, features.
Tourism Winnipeg are active and ener-
getic in the promotion of tourism, but In Appendix
marked differences in tone and style A we examine Manitoba promotions
were evident. In general, Manitoba pro- the evidence had a generic feel and
motions had a generic feel and were that led us to
were lacking in
lacking in originality. Promotion concen- these reflec-
trated on obvious items and on attrac- tions, begin- originality. One could
tions that are invariably promoted eve- ning with pro- read through the
rywhere: hunting, fishing, camping, vincial tour-
parks, golf, conventions, museums, his- ism promo-
materials with place
toric sites. One could read through the tions and then names blocked out and
provincial materials with place names turning to not be certain it was not
blocked out and not be certain it was not those of the
Saskatchewan or Ontario—or Ohio or City of Winni-
Saskatchewan or
Nebraska—that was being promoted. peg, looking Ontario—or Ohio or
Manitoba’s tourist promotions, far from separately at Nebraska—that was
focussing on things that are particular brochures and
to Manitoba communities, tended to be on-line pro-
being promoted.
imitative of the least imaginative tourist motions.
promotions for other parts of North
America. In Search Of a Better Way
Winnipeg promotions were more imagi-
Overcoming Self-Deprecation
native, and they reflected a variety of
things that are unique to Winnipeg, in-
Manitoba’s travel opportunities must
cluding its lively and varied cultural
compete with similar industries all over
scene, the wide variety of restaurants,
the globe. It is therefore extremely im-
and its distinctive neighbourhoods. The
portant to identify and promote unique
variety and liveliness of these promo-
features which will motivate people to
tions was encouraging, but they fell
choose Manitoba over other places. We
short of presenting an unmistakable pro-
must ascertain which of our assets are
file, because they lacked emphasis. They
the most significant and unique, and
had an everything-but-the-kitchen-sink
build our promotional campaigns upon
quality, that made a positive impression,
those elements.
A City That Doesn’t Apologize For Itself 5In doing that, we must begin by over- A variety of images can be promoted
coming our long-standing penchant for extensively, so that people will immedi-
self-deprecation, which was discussed at ately associate them with Manitoba (the
the beginning of this study. This effort ‘cultural heart of North America’; a ‘land
should involve a preliminary learning of opportunity’ for residents and visi-
process about who we are (and were) as tors; a ‘gateway’ to the North and West;
a province. The objective would be to a ‘cradle’ for high achievers, creative
build local pride and interest in self-pro- thinkers and cultural development; and
motion, while developing a theme or a home for great natural beauty and di-
themes that will mesh together to create versity). However not enough has been
a cohesive image. done to establish any of these images in
the minds of potential consumers.
Themes and images are essential for the
development of a local demand for tour- Social Context
ism opportunities within Winnipeg and
Manitoba. At the moment, we have lit- Tourism offers a number of well-under-
tle faith in ourselves as a viable tourist stood economic benefits: It provides
spot. If local interest is developed, out- business opportunities, creates jobs and
side visitors will be motivated to inves- contributes to many related businesses.
tigate our assets. However, it is equally important to place
tourism in a wider social and political
We need not aim at international excel- context.
lence in all of the attractions we offer.
Rather, we should be aiming to develop In addition to the obvious economic ben-
synergy among them. Our various efits, tourism offers potential social pay-
unique attractions must be allowed to offs. According to Statistics Canada, the
feed off each other. For example, if a visi- proportion of Winnipeg households in
tor comes to Winnipeg for a conference poverty rose from 21 per cent of the to-
and some restaurant and night club vis- tal to 28 per cent from 1971 to 1996. Pov-
its, tourism promotions could be aimed erty in the inner city was even higher,
at making him or her aware of Winni- rising from 33 per cent to 51 per cent.4
peg’s arts scene and some part of the There has been a considerable amount
unique history of the Red River Valley. of controversy surrounding the methods
It must be demonstrated to the visitor used to determine the poverty line, but
that, once someone decides to visit the the fact that steadily growing numbers
region for one purpose, a host of other of people find themselves in need, by
opportunities will present themselves.
6 Canadian Centre for Policy Alternativeswhatever measure of need, is difficult to menial, but could include such things as
dispute. story-telling by an elder.
Winnipeg also has the largest Aborigi- In the process, tourism can bring “new
nal population of any Canadian city, rep- money” and self-reliance into an
resenting almost 20 per cent of the total economy excessively dependent on gov-
Canadian urban Aboriginal population, ernment transfer
and that population is increasing rapidly. payments and Tourism can secure
In 1996, the city’s Aboriginal population services. It is also
was 52,500, or about 8 per cent of the capable of sup- economic viability for
total population, having risen to that porting many infrastructure that can
level from 6.9 per cent in just five years.5 cultural events be used by residents as
The inner-city Aboriginal population is and contributing
growing even more rapidly, having in- to their eco- well as visitors.
creased from 10 per cent of the total nomic viability.
population in 1986 to 13.9 per cent in It can secure economic viability for in-
1996.6 The Statistics Canada poverty rate frastructure that can be used by residents
for Aboriginal households in 1996 was as well as visitors, including parks, in-
65 per cent and that for inner-city Abo- terpretive centres, a drama stage and the
riginal households was 80 per cent. preservation of historic buildings.
Tourism is not a magic wand that can be In the introductory section of this paper,
waved to abolish these problems. But for we argued that unjustifiably lowered
Winnipeggers struggling with poverty self-esteem stemming from slow growth
and underemployment as well as for that contributes to ineffective tourism pro-
part of the Aboriginal population, motion policies. It has been our argu-
whether in poverty or not, that is wres- ment that we need to sideline our self-
tling with the problems of making a con- deprecating habits of thought in order
structive adaptation to urban, off-reserve to design a more effective approach to
life, tourism opens business and other the promotion of tourism. The process
opportunities to individuals of many of policy development that we recom-
ages and educational levels, ranging mend can itself contribute to the raising
from those with few formal educational of self-esteem.
credentials to those with high levels of
formal education or high levels of skills A respectfully and intelligently-de-
training. Even for people with minimal signed tourism program can teach peo-
formal qualifications, employment in the ple about their own history and culture
tourist industry need not necessarily be and raise collective self-esteem. It can
also bring generations together, through
A City That Doesn’t Apologize For Itself 7jobs, volunteer activities, historical inter- particularly likely to be useful in the pro-
pretation and story-telling; and promote motion of tourism. The arts scene, in
international understanding by bringing part, is a draw in its own right, and is
people of different nations together in also useful as an additional attraction
positive surroundings and under posi- aimed at tourists passing through the
tive conditions. Although tourism will city on their way to other locations, or
not somehow transport us into a more here for other reasons. Visiting
perfect world, its obvious economic ben- conventioneers should be targeted as
efits can go hand-in-hand with the pur- well.
suit of social objectives. It is our view that
these objectives should be given equal Among the performing arts our most
weight with the economic ones. notable seasonal attractions, and ones
that draw tourists on the strength of their
In the following pages, we suggest a individual appeal, are the Winnipeg
number of themes that we believe Fringe Festival, Folklorama (which is not
should be central to the promotion of unique to Winnipeg, but has unusual
tourism in Winnipeg, emphasizing depth and scope), the Winnipeg Folk
things that are unique to Winnipeg. The Festival, one of the largest of its kind in
development of these will achieve their North America, and the Winnipeg Jazz
best results if they are combined into a Festival featuring international jazz
cohesive advertising strategy that offers stars. Another jazz series “On the
a coherent approach to Winnipeg tour- Rooftop” of the Winnipeg Art Gallery is
ism as a whole. Our focus is on history virtually sold out every summer.
and Aboriginal life, arts, entertainment,
and adventure. We end our discussion, The summer Broadway productions of
in the section entitled “Marketing Win- Rainbow Stage regularly draw tourists
nipeg,” with some practical suggestions from hundreds of miles away. In addi-
for program development and imple- tion, the summer months see many con-
mentation. certs and other performances at new
outdoor stages at The Forks and
Winnipeg Arts and Entertainment Assiniboine Park. There is also a Win-
nipeg Contemporary Dance Festival
Winnipeg has an exceptionally lively every two years, as well as periodic arts
cultural scene, possessing a degree of and innovative cultural events and fes-
excellence and a range that one might tivals at the St. Norbert Arts and Cul-
expect to find in a city four times or more tural Centre—a Winnipeg historical site
Winnipeg’s size. Excellence is achieved of considerable beauty and interest.
in the literary, visual and performing New to Winnipeg in 2000 is a year-long
arts, of which the performing arts are
8 Canadian Centre for Policy AlternativesFestival of Music and Arts co-presented ances of jazz, blues, and folk music are
by CBC and University of Winnipeg. also featured regularly at the West End
Cultural Centre and the Franco-
The Royal Winnipeg Ballet has a strong Manitoban Centre.
international reputation, and there are
two other well-established dance com- Three major venues deliver dramatic
panies—Winnipeg Contemporary Danc- productions
ers and Ruth Cansfield Dance. throughout the
regular season— The history of the Red
There are now three major orchestras on Manitoba Thea- River Valley is uniquely
the Winnipeg scene. The Winnipeg Sym- tre Centre, The
phony Orchestra is the province’s larg- Warehouse and
fascinating, especially
est arts organization by far and features Prairie Theatre if it is presented as
classical or pops concerts on virtually Exchange. “history” rather than
every weekend of the regular season. It
also generates extraordinary national One cultural at-
“heritage.”
and international excitement during its traction which is
yearly New Music Festival held in mid- growing in prominence is the Interna-
winter. In addition, the Manitoba Cham- tional Writers Festival. Art galleries and
ber Orchestra and MusikBarock have smaller studios abound, as well as sev-
long been central features of the cham- eral pottery and crafts shops.
ber music scene. These latter two orches-
tral ensembles also anchor a thriving A lively club scene provides a wide va-
collective (called NusicNet) of chamber riety of popular music. The avant garde
music organizations such as Virtuosi film community makes its presence felt
Concerts, the Winnipeg Chamber Music at Cinematheque. The arts attractions
Society, Winnipeg Singers, Women’s are supported by an exceptionally good
Musical Club, GroundSwell (specializ- and varied selection of restaurants.
ing in new music) and even a new large
jazz band, the Winnipeg Jazz Orchestra. Red River History and Aboriginal
Other musical attractions include a Life
number of strong choral groups, a youth
orchestra, and the unique Winnipeg The history of the Red River Valley is
Mandolin Orchestra. uniquely fascinating, especially if it is
presented as “history” rather than “her-
The Manitoba Opera produces several itage.” “Heritage” is used to character-
major operas each year. A Gilbert & ize things for the purposes of image-
Sullivan Society produces one major making, while “history” is a constantly
show yearly. Multi-faceted perform- evolving reality which people experi-
A City That Doesn’t Apologize For Itself 9ence every day. “Heritage”moves the onstrate their own ability to move be-
tourist from one location to another and yond their past difficulties.
offers static, generic experiences at each
location. It is commonly felt that one can Elements of Manitoba’s history that
find “heritage” experiences anywhere in could be presented as history that is alive
the world. Tourists often feel that, when and continuing to evolve include:
visiting a new location, they “should”
visit heritage attractions in order to learn • The role of Aboriginal people;
something.
• The fur trade and settlement;
“Historical” tourism, however, is quite
different. The people involved with his- • The period of commercial develop-
torical attractions bring life to those fa- ment and the development of the Ex-
cilities. When visitors enter these loca- change District;
tions, the fact that the attractions are
“alive” in the present will enhance their • Migration to Winnipeg in search of
learning experience. It is these experi- opportunity;
ences that will motivate tourists to visit
Winnipeg as opposed to surrounding • The Winnipeg General Strike and la-
areas. Examples of attractions that ad- bour history.
here to the historical model include Win-
nipeg’s Ukrainian Labour Temple and Since it has connections to each of these
Chicago’s Pullman district. themes, the Forks could serve as a pro-
motional centre that ties all of them to-
Winnipeg could advertise itself as a gether. For example, before the arrival
“gateway” and meeting place which has of white settlers, there was a strong Abo-
historically offered many opportunities riginal presence at The Forks. The area
to settlers and visitors. The advertising also served as an immigrant reception
of Winnipeg’s history should not be centre, and it can be tied to the railroads
premised on attempts to conceal the fact as well. The current Visitor Centre at the
that, in the past, Winnipeg has been the Forks could define experiences that
centre of significant racial, ethnic and would connect the five themes to the
class conflicts which still colour our poli- Forks, and direct visitors to other rel-
tics today. Cities such as Berlin and Vi- evant sites. At the moment, however, it
enna discuss their former status as con- is little more than a place to pick up pro-
flict centres openly and factually, in or- motional brochures.
der to give tourists an opportunity to
learn from their experiences and to dem- Also suffering from ineffective use at
present is the Exchange District. Current
10 Canadian Centre for Policy Alternativestourism policy has ‘frozen’ this area be- Tour packages could be developed in co-
tween the 1890s and 1920s, when it operation with Aboriginal tourism op-
served as Winnipeg’s warehouse district. erators across Manitoba. For example,
However, this area has also had many the Brokenhead historic village (an
other uses, uses that illustrate the way Ojibway nation which features tipis,
in which economic opportunities change outdoor cooking, cultural interpretation
with changing conditions. For example, and arts and crafts) could be promoted
the area became the city’s garment dis- extensively in local schools. The
trict in the 1920s. Now, it is showing Anishinabe facility in Riding Mountain
potential as an artistic centre. This area National Park is a larger Ojibway village,
should therefore be treated as a dynamic with 150 campsites and an interpretive
location which presents people with dif- village showcasing Plains Indian build-
ferent opportunities at different times. ing techniques. The Moose Island Eco-
Tourism Network is located on Lake
Perhaps most neglected of all, however, Winnipeg, and aims to recapture Cree
is the Aboriginal contribution to Winni- childrens’ mastery of traditional lan-
peg’s history. The recent development of guages and stories. Another Cree-oper-
Neeginan on Main Street has lately ated camp is in development in York
opened new opportunities for overcom- Factory, and it is hoped that hunting and
ing this neglect, but it is not widely outfitting services can be provided there
known that the Neeginan project was in future.
preceded by Spirit Island, a proposed
Aboriginal tourism site at the Forks. The promotion of Winnipeg as a centre
Unfortunately, the Spirit Island develop- of Aboriginal life could encompass all of
ment project ran out of money before Manitoba’s Aboriginal cultures, and it
construction began. could bring Nunavut and Manitoba
closer together by directing visitor traf-
In addition to its planned status as a fic toward Nunavut’s assets. Therefore,
tourism centre, the Spirit Island facility Winnipeg’s image as a ‘gateway’ city
was intended to serve as a learning cen- could be brought into play.
tre for Aboriginal youth. In order to ac-
complish these objectives, the site would It has been widely observed that there
feature a medicinal garden, restaurant, is an active international interest in Abo-
amphitheatre, classrooms and an elder riginal tourism. The range of Aborigi-
facility. In addition to the proposed Spirit nal cultures in Manitoba enables the
Island facility, a number of Aboriginal province to provide international tour-
enterprises present opportunities for ists with an unusually comprehensive
promotion. experience. Rather than competing
A City That Doesn’t Apologize For Itself 11fiercely for scarce resources, Manitoba’s The diversity of Manitoba’s wildlife is
Aboriginal tourism organizations impressive. Large carnivores have not
should band together to improve the been eliminated, and ecosystems remain
quality of their facilities and produce whole. Manitoba features many unique
joint advertising campaigns for interna- wildlife attractions, such as Churchill’s
tional markets. polar bears and the snake population at
Narcisse.
Adventure
Significant outdoor opportunities are
The concept of ‘adventure travel’ can be available within Winnipeg itself. Our
divided into two subcategories: ‘hard’ rivers and bicycle paths provide resi-
adventure tourism, which demands dents and visitors with convenient forms
higher levels of risk-taking and skill (for of outdoor recreation. Yet, no efforts are
example sky-diving and whitewater currently being made to turn these as-
rafting), and ‘soft’ adventure travel, sets to Winnipeg’s advantage. Various
which demands far less of travellers. simple and inexpensive steps could be
There is a huge market for soft adven- taken to enhance the attractiveness of
ture travel, especially in the North. our urban environment, including com-
mon docking areas for boating on riv-
The promotion of adventure travel be- ers, ice clearing and cross-country ski
gins, as other promotions do, with the grooming along the rivers in winter.
identification of client bases through
geographic segmentation, demographic
studies, socio-economic analysis (level of Winnipeg’s ‘gateway’ role is also rel-
disposable income) and consumer be- evant here, since the city could serve as
haviour (identifying the best methods to a jumping-off point for rural and north-
reach those who wish to test themselves ern attractions. At the moment, however,
as well as those who are less venture- no significant promotional connection
some). In order to market adventure has been established between these as-
travel successfully, the personalities of sets and the city of Winnipeg.
various types of travellers must be taken
into account. Our immediate attention, however, must
be devoted to demand creation within
Unlike overpopulated international at- Manitoba. Most local residents are una-
tractions, such as Yosemite National ware of the diversity and quality of
Park, Manitoba’s outdoor assets remain Manitoba’s outdoor attractions, many of
basically untouched. Manitoba has which are literally ‘on their doorstep’.
world-class kayaking, rock climbing,
camping and canoeing opportunities.
12 Canadian Centre for Policy AlternativesMarketing Winnipeg Despite having these benefits, Victoria
works hard at tourism. It offers an in-
Overcoming our chronic self-depreca- structive example of how this is done.
tion and developing an appreciation of Victoria, like Winnipeg, has “something
Winnipeg’s strengths is one thing. Get- for everyone” and its web site calls at-
ting people to put time and money into tention to a wide variety of attractions,
seeing for themselves is quite another. events and tours. But it does not promote
We conclude this study with a search for itself, as Winnipeg in effect does, as “a
practical suggestions, drawing in part on place with something for everyone.”
the tourism marketing literature (Eco- Rather, it focusses its promotions on two
nomic Planning Group of Canada nd, central images: gardens and British her-
Fridgen 1991, Middleton 1988, Murphy itage. Following is a passage from the
1985) and in part on experience.7 What welcome page on its web site:8
we find there are insights that are famil-
iar to professionals in the field of tour- Welcome to Victoria - the “City of Gar-
ism marketing, but that are less fre- dens.” This intimate, sophisticated sea-
side City is the vacation capital of
quently applied in slowly-growing cit-
Canada and the premiere tourist spot
ies than in growth magnets. We will ig-
in the Pacific Northwest. Victoria is...
nore those precedents and proceed with the sunniest spot in the province and
some suggestions for advertising Win- the gentlest in the country in terms of
nipeg in a spirit of high self-esteem. climate, environment, and lifestyle.
Victoria’s unique character is deeply
In fact, this type of promotion is likely rooted in its 150-year history — a his-
tory full of colourful people and fasci-
to be more important for Winnipeg than
nating tales. The city’s British colonial
it is for a rapidly-growing city. If a city
heritage is still very much in evidence,
is large, an international centre of busi- but contemporary Victoria has a dis-
ness and finance, has a long, well-known tinctly Pacific northwest flavour. To-
history, is located in large population day, Victoria is best known as the capi-
centres, or is near to spectacular scen- tal city of British Columbia, and as a
ery, it will automatically get visitors. This world-renowned tourism destination.
can apply to smaller cities as well. For
example, Victoria has spectacular scen- The British connection is emphasized by
ery nearby, a well-defined and well adding “Royal” to a number of names,
known native heritage, is located on the such as the Royal London Wax Museum
coast, near Vancouver and Seattle, and and the Royal British Columbia Mu-
is well-placed to draw on the large Ca- seum. High tea at the Empress Hotel is
nadian and American west coast popu- a major attraction for Americans, who
lation pool. are often more fascinated by royalty than
many Canadians. The British image is
A City That Doesn’t Apologize For Itself 13further reinforced by the name British are marketed with the highly successful
Columbia and by the strong British in- slogan “A diamond is forever.” Both
fluences in the province’s Euro-Cana- themes are blindingly obvious at best
dian history. The fact that Britain is and misleading at worst: no one markets
known for its formal gardens and that dirty skin cleansers and everyone knows
Victoria—named for a British queen— that diamonds are extraordinarily dura-
carries on the British gardening tradition ble. We do not recommend that Winni-
lends unity to the twin themes of gar- peg advertise itself with either obvious
dens and the British connection. or misleading slogans, but it is worth
reflecting on why Noxema and dia-
All of this is based in part on Victoria’s monds have been successfully marketed
possession of particularly favourable by association with cleanliness and eter-
natural assets, but these are reinforced nity.
by exceptionally well-calculated promo-
tions. Winnipeg does not possess Victo- An important part of the appeal of the
ria’s wealth of tourism assets, and our themes is that they can be taken in dif-
nevertheless considerable assets are lit- ferent ways. “Clean makeup” can be
tle-known. There is no reason, however, taken literally, but it can also imply pu-
why we cannot promote our assets with rity, good morals and elevation above
equal skill. the figurative grit and grime of ordinary
existence. The statement that a diamond
How can we go about promoting our- is forever implies high quality, commit-
selves skilfully? It helps to begin by con- ment, and its association with marriage
sidering what it is that we are trying to brings with it the many resonances of
“sell.” A tourist attraction is a product love, romance, youth and beauty. Eng-
but it is not a commodity, like bananas lish gardens can be seen as refuges from
or lawnmowers. Rather, it is an experi- the hustle and bustle of daily life, as sig-
ence, and if we wish to advertise Winni- nifying formality and grace, or as natu-
peg as a tourism product, we have to ral.
think, as promoters of Victoria obviously
have, about how the visitor will experi- In short, these themes are ambiguous.
ence our city and, once having decided They mean what each person wants
what kind of an experience to promise, them to mean and are capable of cap-
we have to deliver. turing the imagination. Each individual
can integrate them into his or her own
Many things, commodities included, can experience or fantasy life, and, in the
be sold as an experience. Noxema skin hands of each individual, they can mean
cream markets cleanliness. Diamonds something different. At the same time,
14 Canadian Centre for Policy Alternativesthey can serve as an umbrella for many ern Canada” has the necessary degree
kinds of promotions, can be used to con- of ambiguity to allow for a variety of
nect a variety of different specific expe- applications, to mean different things to
riences to a single, evocative phrase. different people and to invite each per-
son to imagine his or her own meanings.
Again, we do not recommend that Win- It can conjure up images of Winnipeg as
nipeg adopt the models of skin cleanser a comfortable place, a nurturing place,
and diamonds in promoting itself—and a place of seminal significance, a crea-
certainly English gardens are a non- tive place, and more.
starter—but we do argue for a theme
that can capture the imagination, signify Moreover, it has the inestimable advan-
different experiences to different people tage of being neither obvious nor a dis-
and connect with a variety of different tortion of the truth, while conveying
specific attractions. We have argued that genuine information about Winnipeg.
Winnipeg offers a wide variety of attrac- Much of importance to Western Canada,
tions including a colourful history, a indeed to all of Canada, began in Win-
richly varied cultural and entertainment nipeg and much has been created here.
scene and the many possibilities associ- The 1919 General Strike was important,
ated with its proximity to natural areas. not only in its own right, but because it
encouraged a commitment to demo-
As we have suggested, “something for cratic socialist politics that ultimately re-
everyone” is neither uniquely character- sulted in the formation of the Co-opera-
istic of Winnipeg nor capable of captur- tive Commonwealth Federation—pred-
ing the imagination. We believe the ecessor of the NDP, and the longest-lived
choice of a theme should be part of a and most successful party of the left in
process that is open to the public, and North America. Thus it planted the seeds
are therefore not prepared to recom- of such distinctly Canadian institutions
mend a specific theme. We have already as medicare, as well as being implicated
suggested the possibility that Winnipeg in the widely-held Canadian belief that
could characterize itself as a “gateway.” we are a caring society.
Now, in order to give concrete form to
our discussion of the creation and im- The Red River Colony was the only place
plementation of a theme, we will sug- in North America that was settled from
gest another possibility that we believe the north, and residents of the colony
could work: Birthplace or Cradle of were enjoying performances of Shake-
Western Canada. speare when there was wilderness for
1000 kilometres in every direction. In the
Either “birthplace” or “cradle” seems 1950s, Winnipeg became the home of one
workable, but, for the sake of the discus- of North America’s first regional thea-
sion, let us pick cradle. “Cradle of West-
A City That Doesn’t Apologize For Itself 15tres and today, as we have noted, Win- The various routes likely to be followed
nipeg continues to achieve excellence in by tourists could be named in a way that
many areas of the arts and entertain- reflects our theme. Foods could reinforce
ment. it, as could greetings at the airport. Pro-
motional literature and brochures
The Riel rebellion, led by Louis Riel of should show how each community ele-
St Boniface, brought Manitoba into con- ment connects to the main theme. The
federation and was also the beginning imaging should be authentic and accu-
of a quest on the part of Western Canada, rate, but it should also be enjoyable.
first to free itself from the dominance of
Ontario and more recently to achieve in- The only limit to the possibilities for such
creasing control over its own economy tie-ins is that of the imagination.
while asserting its identity within con- Yellowknife city buses are decorated
federation. with pictures of dog teams driving down
each side, as if the bus were a motorized
However, although that—and much dog team, an appropriate articulation of
more that could be said along similar a theme relevant to the city’s image as
lines—is fascinating to a history buff, it remote and yet urbane. At the Honolulu
is not self-evident that it has the mak- Airport9 in March 1999, the entrance to
ings of effective tourism marketing. And the passport control area was decorated
in fact the destination marketing litera- with numerous posters entitled “sharing
ture instructs us that the development Aloha with the world” with each one a
of a theme is only the beginning. Once different child’s depiction of what that
developed, the theme must be supported meant.
over and over again. It should manifest
itself in souvenirs; packaging; books and The more different imaginations and
videos; decor in hotels, stores and res- sensibilities are put to work on a com-
taurants; wall murals and street decora- mon theme the more likely it is that the
tions. This should be done, not by inces- result will look like a genuine expression
sant repetition of the original theme, but of community identity, rather than the
by searching imaginatively for ways in usual tacky tourist promotion. For a
which the theme can take on different theme to work, therefore, local residents
meanings in the context of the arts, en- have to understand it and business peo-
tertainment, architecture, streetscapes, ple have to support it, and be well-in-
historical landmarks, and the life of Abo- formed about it.
riginal, ethnic and language communi-
ties. Among Iceland’s thematic emphases are
its history, especially Viking history, and
16 Canadian Centre for Policy Alternativesits dynamic environment - earthquakes,
volcanoes and the sea. On a recent tour, • Courses for seniors;
one of the authors10 found that the five
tour guides she encountered were all • Contests for students, and the spon-
extremely well versed in their own his- sorship of scholarships for related edu-
tory. They were also able to tie in, cation programs;
through stories, legends and docu-
mented history, the connection between • A special day celebrating some as-
their history and the environment so that pect of the theme, with cultural activi-
often these constituted a single topic, for ties relating to the theme;
example the impact of the environment
on settlement and on changing modes • Gifts to visitors as part of the pack-
of travel. age.
Such effective promotion is possible only These activities would have a twofold
if the development and articulation of a objective. In the first place, the more we
theme is a community effort. Local peo- as a community become educated about
ple can be brought into the effort in a and involved in the theme, the more
variety of ways. Among the methods likely we are to persuade others that it
that could be used are the following: is important and interesting. Secondly,
widespread understanding of the theme,
• Awards for outstandingly appropri- and of the community lore that is con-
ate products; nected with it, can unleash more and
more imaginations in developing it fur-
• Close co-ordination between the ther and finding new applications for it.
travel trade and the Winnipeg (or Mani-
toba) tourism industry; The ideal outcome would be for the
theme to become a natural, unselfcon-
• Features in the local media; scious element in a wide variety of ac-
tivities. For example, riverboat tours that
• Signs on buses, and murals; focus on historic themes and stop at sig-
nificant locations; storytellers adapting
• School programs at all levels; and elaborating the theme; entertain-
ment events with related themes; inter-
• Training programs in historical inter- pretative literature; books on the history
pretation, aimed at people involved in of the rivers, the fur trade, Aboriginal
the industry, in both the private and life, labour, or the transportation indus-
public sectors; try; whitewater rafting connected with
A City That Doesn’t Apologize For Itself 17voyageur history; a fishing or hunting in Winnipeg and how much of value the
trip with a stay in a tipi included, and so accomplishments have produced.
forth.
Initiatives such as the ones we suggest
Winnipeg has a great deal to offer, but it will involve just such a look at ourselves.
will go unappreciated until we convince They will also cost money and require
ourselves of its excellence and find a way that many of us exert a major effort. The
to communicate our conviction. We do payoff would come, not only in business
not now have that conviction, because opportunities, but also in a form that is
we have allowed thoughtless growth both intangible and far more important:
boosterism to persuade us of our own enhanced community self-esteem. It is
inferiority. One way to begin to over- the hope of the authors that our joint ef-
come that sense of inferiority is to take a fort will play some small role in helping
good look at ourselves, and see for our- us to overcome one part of the unhappy
selves how much has been accomplished legacy of growth boosterism.
18 Canadian Centre for Policy AlternativesAPPENDIX A able adventure travel packages, tours
and receptive services in Manitoba. The
overriding theme of this publication was
EVALUATION OF the promotion of conventional outdoor
activities, of the kind that are available
WINNIPEG AND
in many parts of North America and the
MANITOBA TOURISM rest of the world, despite a scattering of
PROMOTIONS, SUMMER listings that might be seen as unique to
Manitoba, including the Anishinabe
1999.
Camp and Cultural Tours, Otours and
the Brokenhead Historic Ojibway Vil-
Provincial promotions lage.
Brochures. Information on a variety of
Since Manitoba’s parks are among the
attractions (adventure tourism, heritage
province’s most important attractions, a
sites, cultural events) was available in
great deal of attention had been devoted
the summer of 1999 at Manitoba’s visi-
to their promotion. The Manitoba Magic
tor centres, such as the Manitoba Travel
Provincial Parks Guide
Ideas Centre. Taken together, these ma-
(published by Manitoba Natural Re-
terials were suggestive of a lot of dili-
sources) described the activities, accom-
gent activity, but little focus. A great deal
modations, attractions and locations of
of information was provided to help
17 provincial parks. Additionally, the
anyone who had already decided on
Guide offered an index of parks with
Manitoba organize her or his trip. But
interpretation services, recreation oppor-
we found little that seemed likely to pro-
tunities and general tips for park and
vide someone who had not considered
campground users. Using a series of
Manitoba before with fresh reasons for
activity icons, the Guide alerted travel-
visiting the city or the province; to offer
lers to heritage and archaeological sites
a hunter, a fisher or a conference-goer a
and museums within the parks listed.
reason for staying a few extra days, or
to strike the fancy of a spouse stranded
The Parks Reservation Service is an im-
in a conference hotel without anything
portant service for travellers, and Mani-
interesting to do. Following is a brief
toba Natural Resources had published
catalogue of what we found in bro-
a brief brochure in order to promote it.
chures.
A toll-free number connected travellers
to reservation agents, who could secure
The Manitoba Adventure Travel Directory
spaces in campgrounds, vacation cabins
(published by Manitoba Industry, Trade
and Tourism) offered indexes of avail-
A City That Doesn’t Apologize For Itself 19and group camping areas (Manitoba licensing information for hunters, as well
Natural Resources 1999). as details about vehicular regulations
and the possession and transportation of
Manitoba Industry, Trade and Tourism game (Manitoba Natural Resources
had published a more comprehensive 1999). Maps of hunting zones and in-
guide to accommodations and formation about seasons for different
campgrounds within the province. The animals were also provided.
Manitoba Accommodation and Campground
Guide served as a directory to hotels, Various organizations and agencies be-
motels, campgrounds, resorts, farm sides the provincial government had
accommodations and bed and breakfast also published promotional materials
locations (Manitoba Industry, Trade and relevant to outdoor tourism, and many
Tourism 1999). of these products were available at Mani-
The guide contained comprehensive list- toba’s visitor centres. Examples were the
ings of hotels and motels within Winni- Trans-Canada Trail Foundation, the
peg, as well as those in communities Town of Leaf Rapids and The Pas and
throughout rural Manitoba. District Chamber of Commerce.
Additional sections of the guide were In addition to the outdoor tourism pro-
devoted to drive-to and fly-in resorts motions discussed above, Manitoba’s
and lodges within the province. The visitor centres also contained a consid-
amenities, rates, services and facilities erable amount of information — some
available at Manitoba’s many of it produced by the federal govern-
campgrounds and waysides were listed. ment — about the historic sites and mu-
A full index of country vacation farms seums throughout the province. In part-
was provided, with ratings by the Mani- nership with Alberta Lotteries, Canadian
toba Country Vacation Association. Heritage Parks Canada had produced a
Comprehensive listings of bed and guide to the national parks and historic
breakfast establishments acknowledged sites located along the Yellowhead route.
the growing popularity of this type of The guide featured a map of the route,
accommodation. which displayed the locations of national
parks and historic sites. In addition to
In addition to its promotion of the sight- descriptions of parks and sites in Al-
seeing aspects of outdoor tourism, Mani- berta, Saskatchewan and British Colum-
toba bia, the guide offered a brief description
Natural Resources published an annual of the programs, services and activities
Hunting Guide. This publication offered available in Manitoba’s Riding Moun-
an overview of general regulatory and tain National Park.
20 Canadian Centre for Policy AlternativesSimilar information was contained in a Other historical and heritage materials
promotional brochure entitled Heritage produced by organizations or agencies
Within Your Reach, also published by outside the provincial government and
Canadian Heritage Parks Canada. This available in tourism information centres
publication contained many colour pho- in Manitoba dealt with CFB Shilo’s Royal
tographs from national parks and his- Canadian Artillery Museum, Winnipeg’s
toric sites around the country, including Western Aviation Museum and the his-
several Manitoba attractions. However, toric Dawson Trail region.
there was very little printed information
included in this brochure. A number of other publications worth
mentioning were subject to the com-
Canadian Heritage Parks Canada had ments we have made already: They were
also published a more comprehensive suggestive of a lot of energetic activity,
guide to national parks and historic sites but they tended to promote the obvious
in Manitoba. The National Parks and His- and the generic, rather that those things
toric Sites Manitoba Vacation Planner de- that are unique to Manitoba. Included
scribed the services and activities avail- are the following:
able at seven parks and historic loca-
tions. Further, the Planner informed • Manitoba Meetings: Convention & In-
travellers of optimum visiting times, centive Travel Guide, published by Mani-
park and site locations, special events toba Industry, Trade and Tourism. This
and contact information for each attrac- publication described Winnipeg’s con-
tion. vention facilities and meeting places,
accommodations and cultural attrac-
The Association of Manitoba Museums tions in order to attract executive travel-
and Manitoba Culture, Heritage and lers. The Guide also outlined executive
Citizenship had jointly published an conveniences in rural settings, such as
annual guide entitled Museums in Mani- Brandon, Flin Flon and Portage La Prai-
toba, which divided the province into rie (Manitoba Industry, Trade and Tour-
seven regions and offered descriptions ism 1999). Various convention resorts
of museums and visitor centres within (Hecla Provincial Park, the Elkhorn Re-
each area. Importantly, various sort and Conference Centre) and fly-in
multicultural attractions, such as and drive-to lodges (including Island
Steinbach’s Mennonite Heritage Village, Lake Lodge, Kississing Lake Lodge and
Gimli’s New Iceland Heritage Museum, the Falcon Lake Resort Hotel) were men-
and Winnipeg’s Ogniwo Polish Museum tioned as well. Finally, a selection of in-
Society were included in this publica- centive travel itineraries was outlined.
tion.
A City That Doesn’t Apologize For Itself 21• Refresh Your Spirit, produced by the The promotions found in Manitoba bro-
Tourism Marketing and Promotions chures were all useful, and undoubtedly
Branch was available in a range of lan- they were helpful in organizing the tours
guages, a useful step in the direction of of people who have already decided to
tapping a wider market. However, the come to Manitoba. But they were also
content was more of the same: brief de- miscellaneous, unconnected to each
scriptions of the attractions in Manito- other, and it seems unlikely that any of
ba’s outdoors, agricultural roots and them would be sufficient to attract many
cultural events. The province’s fishing prospective tourists to decide on Mani-
facilities and northern attractions were toba in preference to other locations. It
also featured. Additionally, Refresh Your is our argument that they should be
Spirit included outlines of seasonal ac- more clearly integrated into wider
tivities, both summer and winter. themes unique to Manitoba.
• The Manitoba Explorer’s Guide, pro- It is clear that the Manitoba government
duced by Manitoba Industry, Trade and has made significant efforts in the pro-
Tourism, divided the province into six motion of the province’s many attrac-
tourism regions and devoted a section tions. The intention, clearly, is to make
to each one. Each section contained a comprehensive information available,
map of the region in question and list- and this is a useful part of an overall
ings of the parks and outdoor attrac- strategy, but it is no substitute for the
tions, historical sites, cultural attractions development of themes, representing
and sporting events in the area. Inter- Manitoba’s primary sources of attrac-
pretive tours and gambling facilities tiveness, and the production of materi-
were also mentioned in each section. als designed to emphasize them.
Further, the Guide provided travellers
with an index of Manitoba’s golf courses. In addition to these travel brochures,
tourist promotion for Manitoba has
• Manitoba Spring/Summer/Fall Events properly been brought to the internet.
Guide was an annual publication that
used a calendar format to index cultural Provincial on-line promotions. On-line
celebrations, music festivals, sporting promotions are an important element in
events and agricultural fairs occurring any serious attempt to tap a wider inter-
throughout the province from May to national market, and Travel Manitoba
October. Although this Guide did not has established an on-line presence.
offer detailed descriptions of listed However, when we surveyed the web
events, it encompassed a broad spec- site in the summer of 1999, most of the
trum of activities. promotions offered there resembled
22 Canadian Centre for Policy AlternativesYou can also read
