Tourism Excellence North (TEN) is designed to empower tourism operators, communities, and destinations with the essential skills, knowledge, and connections required to strengthen tourism across Northern Ontario. By providing practical training, mentorship, and strategic insights, TEN helps businesses grow, innovate, and succeed in an ever-evolving industry.
For one business owner, the journey with TEN began in 2018 when the program worked to assess their paddling and silent sport business, Naturally Superior Adventures, along with their on-site lodge and B&B, Rock Island Lodge. The recommendations by the Training Specialist led to significant operational improvements, including changes to booking and payment systems, improved task assignments for staff, and a major website update.
The TEN program also led to substantial upgrades to the building and the addition of new accommodation options. These enhancements not only improved guest experiences but also paid for themselves within three seasons. The overall confidence gained through the TEN process even encouraged the business to explore new partnerships, such as group paddling sales trips to the UK.
Gaining Knowledge and Building Connections
One of the biggest takeaways from participating in TEN was gaining a broader perspective on pricing and positioning their business for both national and global markets. The training also emphasized the importance of aligning customer expectations with product quality, helping Northern Ontario take a step forward in becoming a world-class nature-based tourism destination. The business owner highlighted the value of having outside experts evaluate their operations, identify weaknesses, and provide solutions that have worked for similar businesses.
Real-World Results: Increased Traffic and Sales
The changes implemented through TEN’s guidance resulted in measurable improvements. Contrary to initial fears, raising prices did not lead to a loss in business. Instead, it enhanced the overall sustainability and profitability of their operations. The lodge now maintains a "rustic yet modern" feel, appealing to customers looking for an authentic Northern Ontario experience.
“Our greatest benefit has been with having outside experts evaluate our operations, point out weaknesses and suggest solutions and approaches that have worked for similar businesses,” said David Wells of Naturally Superior Adventures.
Additionally, ongoing participation in the TEN mentorship program has continued to provide valuable insights. With the help of a mentor, the business has set clear objectives, including refining their website, optimizing trip bookings, and planning for long-term business succession. Regular bi-weekly meetings have helped maintain focus and motivation, ensuring that key goals are met.
The Experience of Serpent River First Nation Limited Partnership
Serpent River First Nation Limited Partnership also participated in both the mentorship program and Fast Track to Success. Their experience with TEN was smooth and impactful from the beginning.
"We completed some of the programs on the TEN website to identify challenges within our businesses. Participating in Fast Track to Success and working with Karen Jones was an incredible experience. She visited our businesses, listened to our ideas, and helped us identify quick improvements. We were also offered additional training opportunities for our staff," shared Misty Brousseau, General Manager of Serpent River First Nation Limited Partnership.
One of the major benefits of the program was the confidence gained from working with experienced mentors. The mentorship process helped the business identify solutions and create strategic plans to achieve success. "It was very helpful to discuss what was happening in our businesses and create an action plan to move forward," Brousseau added.
Measurable Impact and Continued Growth
Since completing the program, Serpent River First Nation Limited Partnership has implemented several changes suggested by the TEN Training Specialist. These changes have resulted in increased foot traffic and sales. The business continues to expand upon the recommendations provided, seeing tangible benefits in their operations.
Their engagement with TEN has not stopped there. "We are happy to be participating in the Cooperative Marketing Program, where we are working with Stephanie Hopkin on branding, marketing, and e-commerce. The programs are all fantastic, and the consultants are truly wonderful to work with," Brousseau emphasized.
Reflecting on their journey, both Naturally Superior Adventures and Serpent River First Nation Limited Partnership highly recommend TEN to other tourism operators.
"We would highly recommend any of the courses offered and are thankful to all of the consultants we have engaged with and all of the opportunities that have been pursued due to the Destination Northern Ontario and Tourism Excellence North Program," said Brousseau. "Do not hesitate to reach out and complete their training modules. Each one will put you one step closer to success."
For those looking to enhance their tourism operations, build stronger business foundations, and connect with industry leaders, Tourism Excellence North offers an invaluable pathway to growth. Join the many businesses reaping the benefits of TEN’s expertise and take your business to the next level!