Business Plan 2005 - 2008

Sponsors:

Highway 97 Corridor Border Region Coalition Society

North Central Washington Resource Conservation  & Development Council

2006 Committee Members:

Jay Kehne, NCW RC&D Coordinator

Connie Krueger, Community Development Director, Leavenworth, WA.

Mike McKee, Washington State Department of Transportation

Chris Branch, Oroville & Tonasket Planner & RC&D Vice Chair

John Slater, Mayor of Osoyoos

Aaron Dinwoodie, Central Okanagan Regional District - Director

Diana Thomas, Destination Osoyoos – Office Administrator

Robert Fine, Central Okanagan Regional District - Economic Development Officer

Gord Thorne, District of Peachland – Councillor

Sue Phillips, City of Enderby - Mayor

Background

In July 2001 the Highway 97 Corridor Border Region Coalition Society was incorporated under the Society Act to promote, facilitate and enable the development of excellent collaborative, international tourism and economic development in the Highway 97 Corridor of British Columbia and Washington State. 

The establishment of this Society evolved from work of the BC-Washington Corridor Task Force.  Initially the focus of the Task Force was on the corridor between Vancouver and Seattle, but in 1999 economic development within the inland regions of the Province and State was identified as a priority.  In response to this the Task Force launched the Inland Corridors Initiative, thereby creating ten public-private coalitions of groups interested in advancing collective economic and infrastructure needs in different corridors.  Secretariat support and initial leadership for the initiative was provided by the Cascadia Institute.

Mission Statement

To advance the Highway 97 Corridor as a vital economic region through an effective International Partnership

Significance of Project

In order to develop and implement a cross border marketing strategy, it is essential to look more closely at our mission statement and begin to translate it into concrete and tangible outcomes – strategic goals – to be delivered in the 2005 to 2008 time frame. 

The Highway 97 BC-Washington Border Region Coalition met on both sides of the border to identify and prioritize issues and projects for the Highway 97 corridor from Sicamous in British Columbia to Wenatchee in Washington.  Each of the goals has a set of objectives and activities that identify the critical elements for delivering the vision. 

It was agreed that joint effort would be particularly beneficial in relation to:

• Re-establishing cross-border dialogue
• Highway 97 Branding
• Cross-border Marketing
• Presentations to Municipal, Regional, Provincial, State Politicians
• Transportation infrastructure

The benefits to be gained from rigorously pursuing the mission of the Society are numerous and multi-faceted.

Creates a viable alternative international trade corridor

The work of the Highway 97 Border Region Coalition facilitates a coordinated approach to transportation planning and infrastructure development on both sides of the border, thereby creating a viable alternative international north-south trade corridor to the existing heavily used Interstate 5 Corridor and relieving congestion along the Trans Canada Highway in the Lower Mainland.

British Columbia’s Ministry of Highways has identified that the highway is not just a means of getting from point A to B, but is an important part of the tourism industry.  One of their projects is to upgrade the pullouts along Hwy 97 to offer a space for tourists to stop and learn about the area. 

Regional economic growth

Coordinated planning and promotion will foster regional economic development.  Experience of other collaborative highway partnerships has demonstrated clear economic benefits to local economies.  The 1998 partnership marketing program of the Trans-Canada Yellowhead Association, for example, generated a return of $7.5 million.  The cross-border International Selkirk Loop partnership has experienced a similar stimulation of local business and an increase in tax revenues in rural counties that have traditionally resisted the efforts of economic development agencies.  Likewise, growth in tourism through collaborative marketing will inevitably occur in the Highway 97 Corridor region and could greatly assist in raising the profile of the region within the global arena.  Focusing the activities of the Society on branding and marketing the collective region should greatly assist in increasing visitor numbers, average length of stay, and ultimately visitor revenue.

Strength in partnership

Developing the Highway 97 Corridor will require significant infrastructure expenditure.  While the recent work of the Ministry of Transportation and Highways on the South Okanagan Corridor Management Plan has identified a number of priorities relating to mobility and safety, the availability of government funding remains an issue. 

Issues Facing the Highway 97 Border Region Coalition Society

Loss of Secretariat Support

The work of the Society on the BC side has experienced a significant loss of momentum.  In November 2001 the secretariat role provided by the Cascadia Institute was withdrawn and the functions of the BC-Washington Task Force were brought into government in response to considerations of fiscal restraint.  The Intergovernmental Relations Secretariat initially acted as the secretariat but is it expected that the Society will now assume responsibility for both moving the initiative ahead itself and its own internal maintenance.  This now offers the Society an opportunity to be more decisive in shaping its own agenda, there comes with this a new responsibility to keep the process rolling.

September 11 and the Issue of Border Security

The events of September 11, 2001 have created new issues for the Coalition as a whole.  All initiatives on trade facilitation must now be related to and reinforce security.  The current challenge is to develop low risk travel systems without any compromise to security. 

Limited Public Awareness

The level of public support and involvement that it achieves will directly affect the success of the Highway 97 Project.  While a degree of effort has gone into raising the profile of the Coalition’s objectives with municipal councils, there has not been a general campaign to increase public awareness of the project in the wider community.

Funding

Ultimately, future progress is dependent on funding.  A recent analysis of outstanding activities and tasks has budget implications totaling $211,000 for the Coalition.  The immediate priority of the Highway 97 Border Region Coalition Society is to secure additional funding and to explore ways of becoming more self-sufficient.  The development of an association based on membership, for example, will give the Society the opportunity to raise revenue through membership fees while increasing the level of stakeholder commitment to the program.  A well-designed branding campaign will likewise create additional opportunities for generating funds. 

The International Selkirk Loop Association has made significant progress in this regard through the development of an ISL cookbook and a coffee table book, the publication of interpretive written and audio material, and the creation of an ISL Discount Card Program.  However, the immediate challenge is raising the profile of the brand, as the key to leveraging funds for such initiatives will ultimately depend on the strength and perceived value of such.

Strategic Goals & Objectives

Regional Financial Plan

Projected Project Expenses                             

Year 2005                                                                                               $57,600

Year 2006                                                                                            $123,300

Year 2007                                                                                               $36,800

Year 2008                                                                                               $73,300

                 Total                                                                                      $291,000

Identified Projected Revenue

Regional District of the Okanagan Similkameen                                         $  7,500

Central Okanagan Regional District                                                  $15,000

North Okanagan Regional District                                                     $  7,500

Thompson Okanagan Tourist Association                                       $12,500

Economic Development Administration – Washington State      $50,000

                 Total                                                                                         $92,500