THE OPPORTUNITY

The project set out to conceptualize potential uses of the newly acquired Driftwood Cove property in Bruce Peninsula National Park with the goal of providing opportunities for Parks Canada to ‘do parks differently’; that is, to offer innovative experiences that connect people to place in lasting ways, that honour and protect the lands and waters in the traditional territory of the Saugeen Ojibway Nation, and that lead the way in responding to the imperatives of climate change. BC Hughes was hired for its understanding of the tourism industry, knowledge of potential partners, familiarity with the Bruce Peninsula and Bruce Peninsula National Park, expertise in current and emerging trends in tourism products; and its creative resources with respect to visitor experiences.

THE PROCESS

Working directly with National Park staff, BC Hughes offered expertise in potential visitor experiences that could be developed at the new property.  The project involved assessing the operating environment with a site visit, researching potential options and reviewing possibilities with staff for their alignment with the target market, operating goals for the site, and fit with the Essence of Place for the park.

THE OUTCOME

BC Hughes worked with the National Park to recommend and conceptualize five potential visitor experiences that could be developed on the site. The conceptualization plan will be used by Bruce Peninsula National Park staff in further discussions with community stakeholders, national office and potential third-party operators, to guide product development, operational planning and investments in the property over the next five years.