Nicolle Hodges | [email protected]
“It’s like the mafia,” one of the local taxi drivers told me during our drive to town.
I had briefly mentioned Tourism Jasper, which set off a storm of accusations about the organization “forcing businesses” to participate in some sort of tax, otherwise, they would be shunned from marketing content.
“You should look into it,” he said.
I went straight to the source to find out what exactly I was missing about this apparent non-tax, tax causing such a tizzy, thus launching the first (and potentially only?) installment of Taxi Drivers Tell Me Things.
“I can’t make it any more clear that this is not a tax,” said CEO of Tourism Jasper, James Jackson.
“Tourism Jasper is a self-funded organization that leverages fees collected by visitors to Jasper National Park to further promote the destination.”
The Jasper Destination Marketing Corporation (JDMC), which formed in March 2009, is made up of hotels, restaurants and attractions, all of whom charge their customers a two per cent destination marketing fee (DMF).
That fee is then given to Tourism Jasper to market Jasper as an intriguing travel destination.
Restaurants and attractions were invited to collect the DMF in 2010.
Unlike in Banff, where it’s mandatory, collecting a DMF in Jasper is voluntary.
But what repercussions does voluntarily not participating have on businesses?
“We’re a private organization with shareholders,” said Jackson.
“We market Jasper to drive visitations for the benefit of our shareholders but not at the expense of the visitor.”
Basically, if you’re a member and you’re paying into the pot, you benefit by being included in the marketing programming, which in turn, attracts more visitors and supports the economic prosperity of the town.
Hence, a loop.
“That’s not to say we actively try to dissuade a visitor from supporting a business, we just don’t include them in our programming,” said Jackson.
There was a time prior to Jackson’s arrival when Tourism Jasper might have been a bit more “proactive” in growing its membership.
Perhaps it was this insistence that bordered on pushiness that ultimately dissuaded some businesses.
Or, they just didn’t see the value.
Today, it isn’t like that, he says. Especially since the numbers seem to be yes-leaning.
“Our membership has grown 25 per cent in the last two years because businesses are seeing the value of what we do and are approaching us,” he said.
It all seemed rather positive, prosperous, and practical. Why then, might there be a discrepancy between what Tourism Jasper is doing and what my cab driver thinks it’s doing?
It all comes down to the need for better communication with the community about the organization’s objectives and the shareholder model.
Jackson reiterated that Tourism Jasper’s sole reason for existence is to instigate economic prosperity - and that takes participation.
“The tourism industry in Jasper is worth around half a billion dollars of exportable GDP.
“I think it’s really important for people to understand the value that the visitor brings to this community and the opportunities it creates,” said Jackson. “Most people get that.”
And for those that don’t?
“The concept behind our model is that if we work together as a team, we can all prosper,” said Jackson.
“The idea of collaboration is fundamental to our model.
“Some businesses feel that it’s not in their best interest to get involved and I respect that.”
