T h e R o u t e
The route myself and my team came up with is called :”Autumn Leaves are Falling, & the Thompson-Okanagan is Calling”. It is a circle route starting in Kamloops. It then takes visitors to Clearwater, the Fishing Highway 24, 70 Mile House, and Cache Creek. The route ends back in Kamloops. The route is based in the autumn. It includes provincial parks, restaurants, site seeing, winery tours, historical sites, western experiences, and so much more.
R o u t e R a t i o n a l e
In order to strengthen and embrace their potential, the Thompson Okanagan Tourism Association (TOTA) has identified a regional priority of ‘focusing on experience-based themes.’ It is crucial that tourism products within the TOTA region align with this regional priority in order to offer guests a cohesive, memorable and rewarding experience. Our proposed route was in-line with this image, and we designed it with these themes at the forefront.
1. Identifying the Iconic
2. Enriching Local Flavors
3. Revealing the Story
4. Expanding Personal Horizons
5. Building Authenticity
Additional to adhering to these themes, we wanted to create a route that was accessible, easy to follow, and applicable for all seasons. TOTA recognizes seasonality as one of their primary weaknesses and so this route aims at offering guests a chance to explore an area that they may not otherwise think of in a season that they typically would not road trip in, autumn. The route will highlight some of the Thompson Okanagan’s better kept secrets while encouraging visitors to spread out and venture to places they have not been before.
TOTA recognizes this theme as involving “experiences that are memorable and worth ‘bragging about” as well as “signature landscapes” and anything that “builds recognition for the Thompson Okanagan as a distinctive region.” This was our rationale behind introducing experiences to the tour such as Helmcken Falls, Siwash Lake Wilderness Resort, and Chasm Provincial Park.
6. Enriching Local Flavors
TOTA recognizes this theme as products that offer “exceptional ingredients such as scenic landscape, weather, unique wineries, award winning wines, breweries & distilleries, organic farming & local produce, chefs committed to developing regional cuisine and ‘field to table.” This also encompasses tourism products that “capture the essence of the Region (creates intimacy and romance)” as well as that “strengthen associated sectors and spread economic benefits.” For this theme, we incorporated the following experiences:
Monte Creek Ranch Winery, Privato Winery, Kamloops Farmers Market, Kweseltken Farmers’ and Artisan Market, Hop N Hog Tap & Smokehouse, The Strawberry Moose Snackery, The Sugar Shack and Horsting’s Farm Market.
7. Revealing the Story
TOTA recognizes this theme as “telling the untold stories of the region through signage, technology, events, and publications” as well as moving guests through the region via a theme. Following TOTA’s guidance, we wove a story of wild west culture along with indigenous culture throughout the route. TOTA reveals that “stories create an emotional connection with the destination. Therefore, we chose the following experience:
The Flying U Ranch takes visitors on a unique wild west experience dating back to the 1850s. It was a stop for fur traders along the Alaska Trail. In the 1900s the legendary Jack Boyd took over the ranch operations. Guests now sleep in the same cabins, answer to the same bell for meals and ride the same trails. Guests image the spirit of Jack Boyde rising beside them.
8. Expanding Personal Horizons
TOTA recognizes this theme as involving “unique and interactive opportunities for guests to learn while connecting with locals in an authentic manner.” They also are looking for experiences that “will strengthen shoulder season business.” Surrounding this theme, we incorporated the Secwépemc Museum and Heritage Park, Historic Hat Creek, and Walhachin Soldier’s Memorial Hall & Museum. Throughout the route, we also encourage the guests to seek out local guided adventure activities, winery tours and hands on experiences like:
The Privato Winery where guests engage all their senses into the vineyard tour. The Sugar Shack where guests can learn how to make maple syrup and try it for themselves. The Lac des Roche Resort offers guided fishing trips to explore the lakes of highway 24.
9. Building Authenticity.
TOTA recognizes this theme as “helping visitors understand how the Region differs from their own in terms of culture, heritage, history and identity” as well as “developing a strong ‘sense of place.’ In order to build authenticity, our route incorporates experiences that connect the guests to the land that they are traveling through and the people that inhabit it.
Additional to adhering to these themes, we wanted to create a route that was accessible, easy to follow, and applicable for all seasons. TOTA recognizes seasonality as one of their primary weaknesses and so this route aims at offering guests a chance to explore an area that they may not otherwise think of in a season that they typically would not road trip in, autumn. The route will highlight some of the Thompson Okanagan’s better kept secrets while encouraging visitors to spread out and venture to places they have not been before.