Gaining the Edge - Tourism StrategyExecutive Office
In Dave’s present capacity as the President and CEO of Tourism Vancouver Island he steers the organization toward its vision of “positioning Vancouver Island as a premier destination”. Dave has been with Tourism Vancouver Island since December 2000 and has nearly 30 years experience working in various sectors of the Tourism industry. He has held lead positions with destination marketing organizations such as: Tourism Prince George and Lesser Slave Lake Regional Tourism. Dave has also been a college instructor teaching Hospitality Administration and has held positions as hotel manager, food and beverage manager, restaurant manager and executive chef.
Dedication to the tourism industry has led to many volunteer activities in such organizations as: Northern BC Tourism Association, The Alberta Tourism Partnership, Midnight Twilight Tourism Association, Port Hardy Chamber of Commerce and The Tourism Association of Vancouver Island.
Dave is an avid fly fisherman, a skier and will golf if his wife Sandra forces him.
Marketing Department
Denise has spent most of her life on Vancouver Island living in both Port McNeill and Nanaimo. She obtained her Business Management Diploma from Malaspina University-College and before joining Tourism Vancouver Island in November 2003, spent 8 years managing Stubbs Island Whale Watching in Telegraph Cove.
Denise enjoys reading, travelling and spending time with her family (especially her nephew), friends and two cats who make dog ownership much more appealing.
As Marketing Manager, Denise develops and implements the annual marketing plan.
- Ensures that the annual business review and marketing plans meet the standards as set out by the Ministry of Jobs, Tourism and Innovation in their Tourism Partner Program guidelines.
- Ensures that the marketing interests of the Stakeholders are met through receipt of Stakeholder input and inclusion of that input in the marketing plan.
- Ensures the budget goals are accomplished through monitoring expenses and revenues of all marketing initiatives.
- Ensures that the quality and value of all media purchases are to an acceptable standard.
- Ensures that all marketing projects are evaluated through the development and implementation of measurement strategies.
- Ensures that all Stakeholders have access to Tourism Vancouver Island Programs through regular communications with Stakeholders.
- Ensures that all projects reach the budgeted private sector contributions.
Tamara has been a part of the TVI team for over 5 years. She has completed the Tourism Management Diploma program and the Event Management Certificate from Malaspina University College (now Vancouver Island University). She is also currently completing her Bachelor of Tourism Management at VIU. Her second job is full time mom to her 4 year old son and she enjoys spending time with friends and family and being creative. She couldn’t imagine spending her life anywhere else than on Vancouver Island!
- Assists in identifying new marketing initiatives
- Assists in the preparation of marketing plans and budgets
- Provides marketing information and support to participating stakeholders
- Assists with the facilitation of the Marketing committee
- Prepares and distributes Prepares marketing opportunity announcements, promotional pieces, and Marketing Updates to our stakeholders and Marketing Committee
- Provides editing and proofing support when required.
- Book and coordinate consumer show booths and attendance.
- Maintains Tourism Vancouver Island's social media presence (i.e.: Facebook (facebook.com/vancouverisland.travel), Consumer Twitter (@tourismvi), etc.)
Media Relations
Born and raised in the Cowichan Valley on Vancouver Island, Lana joined Tourism Vancouver Island in 1997 after completing the first year of Tourism Management Studies through Malaspina University-College (now Vancouver Island University). She administers the Media Relations program for the association and liaises with qualified travel media and the product sector to achieve the media relations goals.
Prior to joining Tourism Vancouver Island, Lana worked in a diverse range of areas including woodworking/joinery, ski resort lift maintenance, office administration, restaurant hospitality, and real estate support. She enjoys traveling, meeting people, connecting with friends across the miles, and spending time with family, but her life passion is her dogs and learning about others and their canine companions.
- Travel media communication
- Media press trips & itinerary development
- Attend travel media conferences and events
- Associate Member of Society of American Travel Writers (SATW)
- Industry Member of Travel Media Association of Canada (TMAC)
Travel Trade
Trade & Consumer Marketing Manager
Phone: 250.740.1218
Fax: 250.754.3599
heather@tourismvi.ca
Heather was born and raised in White Rock, B.C. and became an islander in 2006 and has loved living on Vancouver Island ever since.
After completing her BBA from SFU, specializing in marketing, she took a chance and joined a new digital media company and after a few months was transferred to Toronto. Within a year after living in the big city, she realized it just wasn’t the same as home and started her search to move back to the west coast. Luckily, she landed a job with a large consumer packaged goods company and was given the opportunity to move to Victoria. So, she packed her bags and headed out west and now considers herself a true Islander.
Heather joined Tourism Vancouver Island in 2008 and enjoys working with the TVI team. Her role consists of the following:
- Ensures that all departmental activities are approved and coordinated through the Marketing Manager.
- Assists in the development of a trade relations budget and ensures that it is adhered to.
- Liaises with Tourism BC as the Vancouver Island Specialist regarding Vancouver Island participation in the Provincial Travel Trade plan.
- Develops positive relationships with travel wholesalers, receptive operators and tour operators.
- Ensures that the results of trade relations are documented and measured on a regular basis.
- Ensures that the association’s successes are regularly communicated to the stakeholders within the region.
- Manages the coordination and development of marketing projects as directed by the Marketing Manager.
- Manages evaluation and follow-up of marketing projects as directed by the Marketing Manager.
- Supervises the activities of the Travel Trade & Media Relations Coordinator and the Marketing Coordinator.
- Assists in the research of potential marketing campaigns.
Media & Trade Relations Coordinator
Phone: 250.740.1214
Fax: 250.754.3599
kara@tourismvi.ca
Kara grew up in Quesnel, but has always been an island girl at heart. After graduating high school in 2003, Kara moved to Nanaimo. She attended Vancouver Island University and received her degree in Tourism Management with a minor in Recreation.
After graduation Kara followed her passion for tourism and travel. She left for one year to explore Australia and South East Asia, although her love for the island brought her back to Nanaimo.
Kara enjoys spending time with friends and family, enjoying all of the great outdoor activities Vancouver Island has to offer.
- Assists in ensuring that all media and travel trade related requests by Tourism BC and the CTC are fulfilled.
- Develops positive relationships with travel media, travel wholesalers, receptive operators, tour operators and tourism stakeholders.
- Ensures that the results of media and travel trade relations are documented and measured on a regular basis.
- Ensures that all travel media and travel trade activities are approved and coordinated through the respective reporting managers.
Information Technology and Web Development
Web & Systems Administrator
Phone: 250.740.1222
Fax: 250.754.3599
shannon@tourismvi.ca
A life long Nanaimo Resident, Shannon obtained her diploma for Information Technology and Applied Systems (ITAS) at Vancouver Island University. She has been with Tourism Vancouver Island since December 2004.
Shannon enjoys boating, camping, web design and spending time with her friends and family.
- Develops and maintains all Tourism Vancouver Island’s websites.
- Installs, maintains, and repairs all workstation and server hardware and software.
- Develops customizations for Tourism Vancouver Island's Facebook account.
- Assists in maintaining Tourism Vancouver Island's social media presence, including facebook, twitter, linked in, youtube and flickr.
- Provides Office Technical Support.
Distribution
Receptionist and Distribution Coordinator
Phone: 250.740.1220
Fax: 250.754.3599
megan@tourismvi.ca
Raised in Ladysmith, Megan graduated from Vancouver Island University in 2008 with a degree in Tourism Management. Her background includes positions as a Visitor Information Counsellor, Administrator and Supervisor with the Ladysmith Chamber of Commerce and Tourism Victoria, as well as a researcher for Vancouver Island University and the Village of Lytton.
Megan's love of travel and tourism has taken her throughout Europe, South East Asia, Mexico and the far corners of British Columbia. In her spare time she enjoys painting, collecting records and planning her next adventure.
- Planning and organizing collateral material distribution (Vacation Guide, Outdoor Guide, etc.)
- Processing and mailing of bulk distribution orders
- Tracking and inventory control of collateral materials
- Responsible for Visitor Inquiry Fulfillment
- Conducts general office administrative duties
- Assists consumers in finding information about the Vancouver Island Region
- Ensures that the stakeholder and contact databases are current
Stakeholder Business Development
Susan Webster
Stakeholder Business Development Manager
Phone: 250.751.3791
Fax: 250.751.3795
susan@tourismvi.ca
Susan started her career in 1983 as a travel agent in Vancouver. She later became involved in hotel management in corporate sales with a leading national hotel company followed by several years in Whistler where she was successful in developing corporate sales business for Whistler Resort and Conference Centre. After the birth of her first child and a desire for more flexibility, Susan acquired several contracts in advertising sales and media planning with a focus on tourism. Susan has worked on contract for Tourism Vancouver Island selling several of their programs including the Vancouver Island Vacation Guide for the past 16 years.
Susan's call areas include the Oceanside region and Pacific Rim region of Vancouver Island.
- Train, develop and supervise the Stakeholder Business Development team.
- Ensures that advertising and promotional sales reach targets.
- Ensures regular contact with stakeholders in both selling programs and building and maintaining relationships and ensuring the team is attending functions, conferences and events that will further build relationships with Tourism Vancouver Island stakeholders.
- Prospects for potential advertisers, conduct telephone sales calls and in-person sales visits and complete contracts with participants.
- Conducts regular visits with industry stakeholders.
- Answers stakeholder questions and concerns regarding the association and its workings.
Victoria Graham
Stakeholder Business Development Representative
Currently on Maternity Leave until August 2012
Victoria grew up in Victoria, BC. After high school she went to Camosun College for her diploma in Business Administration. Her passion for tourism then led her to the Thompson Rivers University (formally University College of the Cariboo) in Kamloops, to complete her Bachelor of Tourism Management.
Upon completing her degree she had another goal to fulfill, Victoria moved to Taiwan to teach English and travel around Asia. Victoria began her journey with Tourism Vancouver Island in July 2007.
In her spare time she enjoys travelling, camping, socializing, watching movies and spending time with family and friends.
Karen Bonell
Stakeholder Business Development Representative
Phone: 250.792.3733
Fax: 250.754.3599
karen@tourismvi.ca
Karen has worked in the tourism industry for the past 22 years. After graduating from college with a Tourism and Travel diploma and obtaining a BA in Sociology, Karen gained valuable experience working at the Hilton Hotel in Sydney, Australia and then spent the first decade of her career working in Sales & Marketing at resorts in Ontario. With a specialty in ski resort marketing, she made the move west to Vancouver Island and worked as the Director of Sales & Marketing at Mount Washington Alpine Resort for 11 years. In 2009 Karen established her own marketing consultant business specializing in tourism marketing.
Karen's call areas will include the Gulf Islands, Cowichan Region, North Central Region and the North Island Region of Vancouver Island.
- Ensures that advertising and promotional sales reach targets.
- Ensures regular contact with stakeholders in both selling programs and building and maintaining relationships.
- Prospect for potential advertisers, conduct telephone sales calls and in-person sales visits and complete contracts with participants.
- Conducts regular visits with industry stakeholders.
- Answers stakeholder questions and concerns regarding the association and its workings.
- Assists in the development of advertising and promotional projects.
Cindy Pollard
Stakeholder Business Development Representative
Phone: 250.740.1216
Fax: 250.754.3599
cindy@tourismvi.ca
Cindy's call areas will include Nanaimo and the South Island region of Vancouver Island.
- Ensures that advertising and promotional sales reach targets.
- Ensures regular contact with stakeholders in both selling programs and building and maintaining relationships.
- Prospect for potential advertisers, conduct telephone sales calls and in-person sales visits and complete contracts with participants.
- Conducts regular visits with industry stakeholders.
- Answers stakeholder questions and concerns regarding the association and its workings.
- Assists in the development of advertising and promotional projects.
Industry Services
Industry Services Coordinator - Events
Phone: 250.740.1224
Fax: 250.754.3599
jody@tourismvi.ca
Jody graduated with Distinction from Vancouver Island University in June of 2008 with a Bachelor of Tourism Management with a Major in Recreation. She also holds a Certificate in Event Management as well as a Diploma in Tourism Studies. Prior to coming to Tourism Vancouver Island Jody has held roles within the tourism industry as a Front Desk Agent, Visitor Information Counsellor, and Event Planner. Jody’s passion for exploring other countries and cultures has taken her all over the world – Europe, Africa, Asia and the far reaches of Canada. During Jody’s free time she enjoys hiking and camping on Vancouver Island and daydreaming about where her obsession with globe-trotting will take her next!
- Coordinates the Conference and Annual General Meeting
- Coordinates all other Special Events as directed by the President & CEO.
- Solicits and coordinates volunteers when needed
- Assists in maintaining the corporate twitter account @tviindustrynews.
Operations
Financial Services & Operations Manager
Phone: 250.740.1223
Fax: 250.754.3599
sharon@tourismvi.ca
Sharon is an Island girl except for a short stint in the Cariboo and has lived in many Vancouver Island communities.
She has over 15 years financial experience and joined Tourism Vancouver Island in March of 2000.
Sharon recently received her CGA designation and enjoys being with her family and gardening..
- Ensures that the financial recording and reporting for Tourism Vancouver Island operating and marketing books is done in an accurate and timely fashion.
- Ensures that the project and financial reporting for the Ministry of Tourism, Culture and the Arts is done in an accurate and timely fashion
- Assists in the preparation of the Annual Operating Budget
- Prepares forecasts and projections of operating and project revenues and expenses
- Prepares comparisons of revenues and expenditures to targets
- Coordinates the annual audit of the financial statements for the organization
- Assists in other areas of operations as requested by the CEO
