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Council Plugs 'Hard Sell' rw , an Vee LO WILL. TORONTO (CP) -- The. On- tario Economic Council in a massive report dissecting On- tario's tourist industry almost motel by motel calls today for a slick tourist-teasing govern- ment promotion campaign mod- elled after the hard-sell tactics of private enterprise. The council made public a 75000-word treatise on what's wrong with tourism in Ontario. Jt recommends among other things a large transfusion of money into travel [research and publicity branchés of the de- partment of tourism and. infor- 'mation. - Lifting its phraseology from the admen the council's tourist industry committee writes in its report: "In many respects selling On- tario's tourist industry is no dif- ferent from selling cars or any other consumer product calling for a consequential investment of. funds, . The product is Ontario and its multi-faceted face of} tourism. And some degree of| centralized packaging, advertis-| ing and marketing is an indis-| pensable key." The report says tourism is a billion-dollar-a-year industry for which the provincial govern- ment earmarks only $1000,000 a year in promotion. Not only is "the budget inadequate but On- tarians are too timid in adver- tising their attractions. First of all the tourist must be treated with courtesy and made to feel at home. 'We must run a sort of provincial 'welcome wagon'"' the report says, "And we must keep teas- ing them on revegling one fur- ther interesting thing to see to do or to buy ai each intersec- tion." ; Both the federal and provin- cial governments are chastised for not spending enough to at- tract tourists. The department of tourism and information has not the money nor the personnel adequate to its task. Government has not recog- nized that the travel industry is a profit. and job-maker for the province the report declares. Yet this is one industry from which every community cen benefit. "The community that does a good promotion job will add a vital elementeto its economy.' The committee calcu- lated that foreigners alone spent $336,000,000 during 1963. But the entry of this amount into the economy has a "multiplier effect' as it in turn is spent or paid out by the recipient in the form of wages, taxes and purchases of goods and services. "Applying the multiplier, one can calculate the total impact this expenditure has on the economy . . 6.8 per cent of the gross pro- vincial product," the commit- tee figures. Thus foreign tourist expendi- tures accounted for about 160,- 000 jobs and $71,000,000 in tax revenue. The committee concludes that for each dollar invested by the government in tourist promo- tion, a minimum of $20 in tax revenue is being generated. What was said to be a dis- tressing fact revealed by the study was that tourists--espe- cially from the U.S.--were not staying long enough to spend Tax Concessions To Aid Additional TORONTO (CP) -- Tax con- cessions to encourage establish- ment of more major tourist re- sorts in Ontario were proposed today by the Ontario Economic Council. In a report prepared by its tourist industry committee, the council said the number of new resorts established since the end of the Second World War can be counted almost on the fingers of one hand. The reason is that profits dur- tng Ontario's relatively brief tourist season are not large enough to merit the big capital investment needed. Not a single tallway-owned resort hotel re- mains in Ontario today. The council doubted whether resorts such as those at Banff More Control More Places Resort Areas and Jasper, in Alberta, would be built today by anyone who expected to earn a return on his investment even equal to that paid by government ponds. To encourage growth in ma- jor resort and hotel establish- ments some assistance to them may be necessary from the gov- ernment, the report says. This could be done by con- struction of ancillary . attrac- tions nearby that would draw extra customers or by a greater provincial emphasis on natural or historical attractions which also would bring in patrons. "Ontario needs more resorts of international stature and these resorts can be prime earners of foreign exchange,' the report says. On Boater, To Launch TORONTO (CP)--The provin-; tapped. elal government may have to exercise greatest control over The department of lands and forests has compiled a directory in Ontario . is $1,200,000, or TT mot industry a 0 LAS Si ass == SS | were enticing Ontarians to ge abroad rather than to take their vacations at home. The study indicated there is not enough co-operation be- tween the federal and provin- cial governments in advertising abroad. FIND FAULTS These pwere some of the other faults pointed out by the com- mittee: =+Ontario has few: major re- sorts and some sort of tax concessions may be needed to assist them; --Licensing fees for non-resi- dent owners of tourist estab- lishments make them feel un- wanted; --Ontario {fs slow to sell air travellers and lacks even an information centre at Toronto International Airport. --Some tourist operators in- sist on flying. the U.S. flag, thus lessening tourist appeal based on difference; --Indian villages and attrac- tions tend towards a side- show atmosphere that might label them tourist traps; --Food is too traditional and too American many commu- nities lack a first-rate eating spot and restaurant help often is untrained and dis- courteous; --Communities which throw out liquor in local option votes curtail the availability of good eating spots; --Prices in some tourist es- tablishments skyrocket during peak periods. CITE RECOMMENDATIONS The tourist industry made specific recommendations for improvements in such standby tourist attractions as Niagara Falls and the St. Lawrence parks, for greater availability of cottage sites and government grants for historical restora- tions, but among its more gen- eral recommendations were these: --Ontario should develop more distinctive image by dis- carding advertising might just as well be describ- ing attractions elsewhere. --Advertising must be pointed towards specific markets. The department of tourism and in- formation should promote re- gionally, co-operating with lo- cal agencies in advertising and information services. "One does not sell, one cannot sell, a province the size of On- tario as a single vacation pack- age," the report says. _|. It suggests the government begin a study to determine the long-term role of all govern- ment departments and agencies "|concerned with the control and development of recreational re- sources. NEED PARKS PLAN Another need is for a long- term provincial park develop- ment plan that could help pri- vate operators decide whether to locate in areas that might see the establishment of provin-| cial parks. A possible merger of the pro-| motion programs carried out by private boating and at the same|of marine facilities to form a\!0cal tourist councils and On- time provide more public ma-|basis for future government ac-|'tario's regional development as- rinas and launching ramps, says the Ontario Economic Council. And an increase. in provincial services to pleasure boaters| . would mean that the province! Should retain all or part of the! four-cents-a-gallon tax on ma-| rine gasoline that now goes to the federal treasury. A study of the tourist industry by a committee of the economic council resulted in the conclu- sion that recreational potentials on inland waters, river and| canal systems have hardly been tion. "In parts of Ontario the ma- rina is already rivalling the gas station in economic impor- tance," the council's report Says, "'and it may well be that | some portion, if not all, of the | provincial tax on marine gaso- line should be retained to cover |public investment in more ade- quate channel markings, better launching ramps, improved |public docks, and an expanded |policing to ensure compliance with the rules of the water | road," sociations also is suggested. The committee says the prov- ince might explore advertising co-operation with hotels auto-, motive, oil and transportation companies which have a stake in the tourist industry compara- ble to'that of government. "There have not been too many government advertise- ments in past years which would pass the minimum mer- chandising standards demanded their money: and travei agenis)* that) But Mone TORONTO (CP) ~ ~ Don't ag Sites gues trolled-access expressways that swish tourists across the prov- ince without giving them a chance to spend their money, the province was advised today. This suggestion came from the tourist industry committee of the Ontario Economic Coun- cil, which recommended that the government promote out-of- the - way tourist attractions where visitors can see the sights and part with a dollar. Arguing that scenic consider- ations should not be overlooked in highway construction, the committee said-in its report: "The extra mileage required to rim a lake or give access to an outstanding viewpoint is eventually paid for by the extra gasoline tax contributed by iravellers#who are then afforded added opportunities for sight- seeing and for taking home pho- tographic souvenirs." The driver who ignores the expressways often is the most satisfied tourist and the one who is most profitable to the \province, Said the committee. | "Thru-ways need little or no advertising. They readily find their patronage. What we must merchandise are our off-high- way attractions." TORONTO (CP)--Two of On- tario's top show windows--Niag- ara Falls and Upper Canada Village--are in need of more imaginative promotion, says the Ontario Economic Council's re- port on tourism. It recommends that more be done by the Niagara Parks Commission to publicize _his- torical attractions of the area, j|and that the St. Lawrence Parks Commission be less modest | Village as one of Canada's out- standing historic sites. "Niagara is but one point in our relationships, military and otherwise, with the United States, and the entire story from the 17th to the 20th cen- tury, visually presented in print, photograph and diorama, could serve not only as a substantial aid to international understand- ing but provide a tourist target which would pay for itself many times over," says the economic council's tourist industry com- mittee. Fresh stories about Niagara Falls seldom are seen in news- papers or magazines these 'days, the report adds. Greater emphasis on historical anniver- saries and improvement of his- torical attractions could over- come this. The report also suggests the Niagara Parks Commission might bring: in an _ outside 'agency to consider additional trailer and tenting parks and un Sapechighwave Rre Great, y Spent At Stops neial denartment. of highways included in the 75,000-word re- port on tourism dealt mainly Recommendations to ins _ eer from Winnipeg to St. Paul, Minn., scheduled for Jan. 25. This time the race is ex-|sible the old Pembina Trail a pected to last only 25 hours|tween the ene oe orto running time. Motorized tobog-|ment and &t. P: gans have replaced the dogs. The race will "held in four Powered with 1é-horsepower stages, 50, tat compeutxs ae) MIOCOTS AG Stine sewer on ee Deul Tan 9 the! marathon .of 1917 will be re- racine cars. the modern sleds|day the! Witte: vcsscvex vena] vived by a 552-mile sled race'will follow as closely as pos-itnere. THE OSHAWA TIMES, Wednesday, January 12, 1966 9 Winter travellers expect the race to provide a useful test for the different makes of mo- torized toboggan. h Race Recalled ST aeuatee eee WINNT (way «<a Messr hae seems ake MERCURY SHOWS SPEED ELLY' 4 Lut OU system w cha all janesece Panne Sa mmr. with the need for more informa- tive signs. If a woman is behind the wheel, she will follow the signs pointing toward the waterfront vistas, the antique shops, the charming old homes, and ho- tels, motels and lodges. "Ontario taxpayers have a strong ally in each such woman and she should be catered to because she is in control of the tourist dollar budget,'" the coun- cil advises. Recommended are better wel- come signs at border crossings, directional information for mo- tels; parks, ski resorts, fish hatcheries, historic sites and other potential tourist attrac- tions. Tourists should be encouraged to drive as many miles as pos- sible to as many previously un- known attractions as they can be persuaded to visit, says the council's report. "Each attraction should sell the merits of a visit to several any single attraction as an end in itself but simply as one small but significant segment of the about publicizing Upper Canada} variety vacationland which is Ontario as a whole." Bigger Promo For Falls, Upper Canada Village expansion of commercial ac- commodation or housing along the Niagara Parkway system. LACK ADVERTISING The industry committee feels Ontario is under-advertising the St. Lawrence Parks Commis- sion. 'We are' too modest about this entire recreational facility, stretching as it does from east of Cornwall to the Bay of Quinte' west of Belleville. The parks system should be promoted especially in the Montreal area and in New York State. Better highway signs should be posted along the Mac- donald-Cartier Freeway. The authenticity of Upper Canada Village, 30 miles west of Cornwall, should be main- tained by discouraging the de- velopment of more diverse at- tractions in the immediate area, the report states. It suggests that even the miniature train concession is out of place. "Perhaps the next addition to the village might be a pioneer print shop." Upper Canada™Village and Old Fort Henry at Kingston both need the services of a pub- lic relations man to help market their attractions, the tourist committee says. "A brief news item and pic- ture sent back to local news- papers, radio and TV on groups visiting the attractions will 'buy' literally thousands of added patrons annually." CITY OF ' ASSESSMENT OSHAWA DEPARTMENT DRAFTSMAN Drafting, tracing of plons, drawings. up to dote. layout, work with architectural Keep land value mops and municipal plan sheets Knowledge of assessment procedures would be on asset, Opportunity to advance in Assessment Department, Full High School including fundamentals of drafting. Applications close 5:00 p.m., Applicants to give full details etc., to 5 by major hotel and transporta- January 19th, 1966. of education, experience, age, PERSONNEL OFFICER, City Hall Oshawa, Ontario. tion companies." Hydro Modernizes Efforts In Province's Rural Areas TORONTO (CP) -- The On-| tario Hydro - Electric Power Commission today announced a streamlining of its rural rate system to keep pace with in- creased development in rural areas of the province, Chairman' Ross Strike said| Charges for summer cottage} there will be no over-all in-| crease in revenue to the com- mission because of the rate ad- justments. areas, and for farms and resi- ol outside suburban areas | which use relatively large jamounts of energy. Electric heating rates are un- \changed ' for separately-metered services and slightly redifced for all - electric consumers. | accounts are ® unchanged, | | He said the revisions are. de- signed to adjust the rate struc- | ture to changed conditions, to align rates with costs of provid- ing services to various classes} of customers and to simplify! consumer dealings. Effective on bills mailed after April 5, decreases averaging cents a month will be given to a group of 173,000, including 92,- 000 suburban, 61,000 farm and 20,000 non-farm rural residen- tial customers. Increases averaging 51 cents | a month will affect a group of 165,000, including 12,000 ; urban, 68,000 farm and 85,000 non-farm rural residential cus- | tomers. Rates will be unchanged for most commercial firms in ae ARJAY ALUMINUM PRODUCTS SAVE 10% ON ALL ALUMINUM PRODUCTS FROM NOW TIL APRIL 1 a lends doors, ings, siding, rollings and shower doors. WHITBY 668-6431 904 GREENWOOD AVE | | braemor gardens A new kind of account for people with more than $5,000 in savings -- Here's how it works. withdraw your money at any but you do not have chequii The minimum deposit is $: ing from day of deposit. Ho of deposit. Come and inspect Oshawo's most ¢onvenient community at Stevenson Road North and Annapolis. You'l! like what you see ! TEL. 728-1653 So why settle for less ? 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