The Jasper Destination Marketing Corporation (JDMC) has been steadily growing since it was formed in 2009 and now includes 60 local businesses and generates about $2.6 million annually, according to Tourism Jasper.
The JDMC is a volunteer committee made up of local hotels, restaurants and other businesses and attractions, all of which charge their customers a two per cent destination marketing fee (DMF).
The revenue from the fee is given to Tourism Jasper to market Jasper as a choice destination for visitors throughout the year.
Unlike Banff, where a two per cent tourism improvement fee at hotels is mandatory, collecting the DMF is voluntary in Jasper, meaning only members of the JDMC implement the fee. Customers can also opt out of the fee upon request.
鈥淲e don鈥檛 hear about many instances like this, but people can opt out of the fee at the time of booking or payment,鈥� said Kyle Harms, marketing director for Tourism Jasper.
A vote within Jasper鈥檚 business community was held in 2006 to gauge support for a mandatory fee, similar to Banff鈥檚, which came into effect in 2005. The vote resulted in a 50/50 split, leading to the creation of the corporation. However, unlike Banff鈥檚 fee, the DMF is available to more than just the hotel industry, and includes restaurants, activity operators and rental shops.
鈥淎 lot of municipalities collect a DMF from a specific sector. We feel that we鈥檝e been really innovative in recognizing that there are many sectors that benefit from the collective collaboration market approach that we have,鈥� Harms said. 鈥淥ur DMF allows businesses in all sectors to become actively engaged and support the growth of tourism promotion, events and festivals and ultimately visitation into the destination.
鈥淲e believe tourism matters to the community of Jasper and I think you鈥檇 be hard pressed not to find people in town not affected by tourism in some shape or form.鈥�
Upon its inception in 2009, the JDMC was small with about 20 members. Today the JDMC has 53 shareholders, representing 60 local businesses鈥攗p from 47 shareholders only three years ago. Annually, the DMF rakes in about $2.7 million, almost double the amount it generated in 2013.
鈥淲ith the corporation we鈥檝e seen strong growth in 2015 and 2016, and we鈥檙e also projecting a really strong 2017,鈥� Harms said. 鈥淭he strength of our DMF really lies in the strength of the corporation鈥檚 membership.鈥�
Harms used the Jasper Dark Sky Festival as a good example of how the DMF helps market Jasper especially during the shoulder season, citing a 58 per cent hotel occupancy rate during the last festival, an increase by 11 per cent from a few years ago.
鈥淚t鈥檚 not all because of the DMF but (an increase) like that is largely supported by the DMF and that鈥檚 what drives success in the shoulder months. With the DMF we鈥檙e really able to reach more people鈥� Harms said. 鈥淲hether it鈥檚 a business that鈥檚 big or small we advise everyone to become a member (of the JDMC) because it ultimately benefits the entire community.鈥�
Doug Goss, chair of the JDMC, said for a tourism community like Jasper a DMF is a no-brainer.
鈥淎ny major destination has a destination marketing fee and the purpose of them is to make sure we have the ability to reach all people interested in coming here,鈥� he said.
鈥淭he benefits are that we bring more people to our destination 12 months of the year and that鈥檚 exactly what the JDMC is accomplishing.鈥�
Kayla Byrne
[email protected]
