Sherbrooke Village Visitation Increases in 2000

Sherbrooke Village enjoyed its strongest visitation in nearly a decade as summer numbers exceeded 50,000 for the first time since 1993.

"Last year we did break the 50,000 barrier, but those numbers included our successful Old Fashioned Christmas activities," said Craig MacDonald, director of the award-winning museum in Sherbrooke. This year, site visitation was up six per cent between June 1 and Oct. 15, compared to last year's numbers.

"Winning the Tourism Industry Association of Nova Scotia's Attraction Award in 1999 certainly helped us launch the 2000 season on a high note," said Mr. MacDonald. "It allowed us to be more aggressive in our marketing activities and helped raise our profile within provincial, national and international tourism circles."

This year, Sherbrooke Village increased its radio marketing program by expanding media partnerships. This was facilitated by the Antigonish Eastern Shore Tourist Association through the Department of Tourism and Culture's Destination Marketing program.

"When you do a better job of telling people about your services and your organization, you have to be prepared to back it up by providing quality services and programs for your visitors," said Mr. MacDonald. "Fortunately, this is an aspect of our operation of which we can be most proud. Year after year, visitors tell us that our staff is second to none when it comes to providing superior visitor services and programs."

Increased community partnerships has also contributed to the positive numbers. Some of the events produced in partnership with the St. Mary's Tourism Association were prime factors in helping visitation reach new heights.

The Coast to Coast Cruise and the Sherbrooke Show and Shine showcased the hospitality of Sherbrooke Village and the links to our automotive past. One vehicle came from Seattle, Washington, specifically to attend the Show and Shine event. Finding and hosting the oldest operating vehicle in Atlantic Canada and having it race against the penny-farthing bicycle garnered national media coverage for the community.

A new event, the Day After Stanfest, also helped to build community partnerships. The concert raised over $2,000 for the St. Mary's Recplex and allowed the Stan Rogers Folk Festival to expand their entertainment programming throughout the county.

"Besides the immediate benefits of more people attending and participating in community-related events, building such partnerships has the long-term benefit of creating stakeholders who have a vested interest in our success," said Mr. MacDonald. "When we succeed, our community partners succeed as well."