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Directly from the Tourism Whistler Press Release:

Whistler, B.C. – Whistler’s Festivals, Events and Animation (FE&A) program, funded by the Province of British Columbia through the Resort Municipality Initiative (RMI), helps to position Whistler as a destination with a robust events calendar, aiming to drive business to the resort.

The Resort Municipality of Whistler is responsible for the RMI funds and worked closely with resort partners in the development of the FE&A program. The program – which includes both original and augmented content, as well as resort-wide animation – is delivered by various festival and event producers. Tourism Whistler, the resort’s destination marketing organization, will oversee all marketing, sales and packaging activities for the resort-wide program.

Tourism Whistler, with representation on both the FE&A Oversight Committee, overseeing the development of the 2012 FE&A plan, and the FE&A Working Group, representing community stakeholder organizations, has an enhanced role in the FE&A program this year and will contribute upwards of $100,000 of its marketing budget to supplement the $85,000 in new marketing funds for this project.

The $2.685 million FE&A program administered by the RMOW includes a variety of programming. Of the budget, $2.07 million is earmarked for programming ($845,000 for original programming, $645,000 for animation and $475,000 for support for augmenting existing third-party events). In addition, $55,000 has been allotted for investment in event testing and development. The $615,000 non-programming budget covers the venue costs, marketing and technical services.

“We are pleased that Tourism Whistler is taking on a larger role to market festivals and events, and also played a key role in the FE&A working group and oversight committees setting the direction for the program,” said Mayor Nancy Wilhelm-Morden.  “The FE&A program is very much a partnership drawing on resort-wide expertise, as well as the funding from the Province without which the program would not exist.”

The long-term goals of the FE&A program, as established by the RMOW and its partners, is to attract high-quality events and programming that achieve a number of goals including aligning with the Whistler brand, delivering positive economic impact to the resort, enhancing the guest experience, increasing positive media exposure and strengthening Whistler’s reputation as a destination with a varied and comprehensive event schedule.

“This is a resort-wide initiative, among a variety of resort stakeholders,” said Barrett Fisher, Tourism Whistler’s President & CEO. “We are working together to maximize the opportunities through this program, ensuring that Whistler maintains a comprehensive calendar of events that enhance the guest experience and drive business to the resort.”

Fisher added that the area of festivals and events is a significant growth area for Whistler and is one of Tourism Whistler’s primary target product segments.

The organization has created a Partnerships and Events division to proactively source and secure new events, media and partnership opportunities for the resort.

The Partnerships and Events department, led by Breton Murphy, in the role of Director of Partnerships, (Murphy was formerly Tourism Whistler’s Senior Manager of Communications) will be responsible for proactively sourcing events, media opportunities and partnerships to drive business and exposure for the resort while reflecting Whistler’s brand.

In 2012, the FE&A program officially kicked off in May with the Street Performer program delivered by the Whistler Arts Council. Throughout the summer, programming supported through the FE&A program will include new events such as a performance by the Vancouver Symphony Orchestra (July), a musical component to the Wanderlust Festival (August). In addition, there will be Village animation, summer concerts and increased programming for the Canada Day celebration, the Whistler Children’s Art Festival, Crankworx and during the RBC Whistler GranFondo event. Some of the animation will include artisan markets, film nights, Fire & Ice shows and Olympic programming during the 2012 Summer Games in London. Through the fall and winter months, FE&A funding will help support a new multi-day festival in September and holiday programs such as the Whistler Holiday Experience and First Night. More details for summer programming will be announced in the coming weeks.

Tourism Whistler conducted research which directed strategy. The key need periods to drive room nights are weekends in June and late September and mid-week during the summer.

The goal of the FE&A initiative is to support programming during these key need periods while also maintaining an investment in animation during the resort’s existing busy periods. Tourism Whistler’s marketing campaign aims to drive awareness of the calendar of events taking place in Whistler while positioning the resort as a destination where festivals, events and animation provide a non-stop hum of activity and entertainment, lending to the unique Whistler Village vibe.

The short-term primary target markets for summer 2012 include British Columbia and Washington State, where marketing initiatives will be focused. In addition, local Whistler advertising targets visitors in resort.

Tourism Whistler’s summer marketing campaign, The Art of Summer, will complement the FE&A program with messaging delivered through various channels including traditional media (print and radio advertising), online marketing, social media, promotions and contesting and travel media relations.

Those interested in the most up-to-date information regarding programming are encouraged to visit www.whistler.com/events where the comprehensive events calendar is regularly updated.

Whistler-based travel consultants at whistler.com can also customize a vacation package, taking care of flights, transportation, accommodation and activities. Call 1.800.WHISTLER (1.800.944.7853) to request a no-obligation quote or visit whistler.com for more details and offers. Book your summer vacation package by June 30 to receive a third night free.