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New program looks to 'spark' innovation in local tourism industry

'I think it’s going to be a lot of fun — and fun is important,' says Simcoe County tourism manager

Tourism partners from across Simcoe County joined together online Wednesday to learn about a new program aimed at “sparking and supporting innovative tourism ideas.”

First launched in 2018 by the Tourism Innovation Lab, the Spark Mentorships and Grants Program will match selected applicants with a mentor and provide them with $3,000 as a seed grant to help take their new tourism idea to the next level.

The goal of the program, which has been successfully delivered in more than 20 regions across Ontario and British Columbia, is to find, foster and support new tourism ideas that will enhance current offerings, address gaps or challenges, motivate travel and longer stays, increase year-round visits. 

“We are super excited. The goal is to support new tourism ideas, innovators and entrepreneurs from across Simcoe County,” Tourism Innovation Lab program lead Justin Lafontaine said during the online event, which also served as the official announcement of the program. 

The goal is that applicants will come forward with ideas to enhance current tourism offerings in the region, create high-quality tourism experiences and increase tourism spending in Simcoe County.

During the online event, County of Simcoe tourism manager Kathryn Stephenson expressed her excitement for the launch of the program in the region. 

“We know our friends in Bruce County have done it with great success. We are really excited to be able to take part in it,” she said. “It’s great we can partner on this program that is mentoring business. I think it’s going to be a lot of fun  and fun is important.

Simcoe County offers a “unique selling proposition," she said. 

“We have the outdoors, culture, agri-tourism  we have so much going on and so many good partners and we value our partnership above all," Stephenson said. 

The provincial government’s commitment in supporting sectors hard hit by the COVID-19 pandemic has remained “steadfast,” said Simcoe North MPP Jill Dunlop. 

“Tourism was one of those sectors,” she said during the virtual event, adding the recently announced Staycation Tax Credit Investment of $270 million will encourage Ontarians to explore the province while “keeping hard-earned tourism dollars” in Ontario and supporting Ontario economies of all sizes. 

“The Spark Program… aligns and complements the post-COVID recovery initiatives for the tourism and hospitality sector, whether you are a new startup or established small business, a not-for-profit organization or an individual, the challenges and obstacles faced when bringing a new tourism idea or concept to fruition can be overwhelming,” said Dunlop.

“This innovative program supports new tourism ideas, experiences and partnerships to cultivate and propel collaborations," the MPP added. 

Individual entrepreneurs, small businesses, non-profits and community groups are encouraged to apply with their new tourism ideas for Simcoe County from April 6 to May 12. Following a juried review process, five finalists will be invited to attend virtual “pitch sessions” where three winners will be selected to receive mentorships and grants.

"We are eager to continue our relationship with Innovation Lab and welcome Simcoe County as a new partner to this program," Regional Tourism Organization 7 chief executive officer Bill Sullivan said in a news release. "The stimulus that the Spark Program ignites in the pioneering spirit of tourism entrepreneurs benefits the business community and will help with the continued recovery of the tourism industry within Simcoe County and Region 7."

Selected applicants will receive a three-month mentorship with a tourism innovator, experienced operator, industry leader and/or sector expert; a $3,000 Spark grant to support tourism idea development activities; access to a support network of tourism innovators, entrepreneurs and leaders; and additional support and resources provided by program partners.