Media Releases
200,000 visitors experience the ‘New Tourism’
Posted on: January 16, 2011
January 16, 2011 SIDNEY, BC – A true bright spot in local tourism, the Shaw Ocean Discovery Centre, has established itself as the third largest attraction on Vancouver Island. Third only to Butchart Gardens and the Royal BC Museum in attendance, the aquarium has reached the 200,000 visitor milestone just 18 months after opening.
The award winning aquarium, which features the amazing marine life of the Salish Sea, has discovered the essence of the “new tourism‟. Angus Matthews, Executive Director of the Centre says, “The new tourism is about education, environmental awareness, involvement, authenticity, pride of community and local champions who eagerly share these experiences with friends and visitors.” Since opening on June 20, 2009, over 14,000 local residents have purchased annual passes for regular visits to the Centre. “Our annual pass holders enjoy bringing their visitors here to share the wonder of the local ocean and to participate in our hands on/hands wet learning experiences. We know that most tourists are not strangers; they are usually friends and family of local residents.”
The Shaw Ocean Discovery Centre has reached the 200,000 visitor mark more than a year ahead of projections. The not-for-profit centre has also accomplished another objective; enhancing the Town of Sidney’s vibrant waterfront. Mayor Larry Cross says, “The Ocean Discovery Centre has drawn large numbers of families and visitors from throughout the Capital Regional District. The aquarium has also brought a great deal of national and international media attention to Sidney as the gateway to the Salish Sea. Our residents are proud to have this facility here and our business community has certainly noticed increased activity as a result.” During the summer, the first cruise ship passengers found their way to Sidney from downtown, thanks to the profile and marketing efforts of the Centre. Bus tour business is also growing as a result of the Centre’s sales team attending large trade shows such as Canada’s West Marketplace and Rendezvous Canada. This kind of destination marketing is a big boost for the friendly seaside town.
As Matthews points out, “Sidney is an outstanding local draw. Friendly, accessible, and safe, with the summer market, eclectic independent retail and the Gulf Islands National Park on our doorstep, it is the un-mall and people love it. This kind of authentic small town experience is a source of pride for residents and attracts visitors from throughout the region and beyond.”
New product is rare in the tourism industry these days. Rob Gialloreto, CEO of Tourism Victoria says, “The quality of the visitor experience at the Shaw Ocean Discovery Centre and in Sidney is amazing. Eco-tourism and the Salish Sea diversify the Victoria brand. The Centre has boldly entered and grown this new market in a big way. Sidney and the peninsula are natural extensions of a visit to Victoria and this enhances our appeal as a destination.”
Victoria tourism consultant, Frank Bourree of Chemistry Consulting, has been following the development of the Shaw Ocean Discovery Centre with interest. “This is a case study in finding a new and successful path in the industry” says Bourree. “Local families love this place. Surveys indicate 17% of visitors to the Centre are age five and under. Their marketing plan of encouraging local residents to visit and become ambassadors for the Centre has accomplished impressive results. For Sidney to become the home of the third largest attraction on the island demonstrates the potential of creative thinking.”
The Centre operates as a not-for-profit charity and re-invests all income from admissions to support live exhibits, visitor experiences and school programs. It is a costly operation with $1 Million in annual expenditures. Over 200 volunteer Oceaneers help operate the facility and welcome visitors. A new enhanced membership program is being introduced to provide additional support for the Centre.
About the Shaw Ocean Discovery Centre
The Shaw Ocean Discovery Centre is an aquarium and marine education centre focused on the amazing ecosystem of the Salish Sea. The Centre operates as a not-for-profit community facility that is self-supporting through admission fees, grants and donations. The Shaw Ocean Discovery Centre is governed, funded and owned by the New Marine Centre Society. Capital funds for the Shaw Ocean Discovery Centre were raised through generous community support. The Centre is located in a spectacular waterfront building in Sidney, BC.
Media Contact
To arrange to speak directly with Angus Matthews about the Shaw Ocean Discovery Centre, please contact;
Angus Matthews
Executive Director
Shaw Ocean Discovery Centre
angus@oceandiscovery.ca
O: 250.665.7511 Ext 108
C: 250.858.4427
