Press Release
May 23, 2003

County to Launch New Tourism Program

Come to the Ottawa Valley on May 27 to launch "Roots and Rivers", a new series of cultural heritage tours. "We're delighted to introduce this very exciting project," says Marilyn Alexander, president of the Ottawa Valley Tourist Association (OVTA). "We're partnering with 40 different organizations to make this possible, and it's nice to see provincial recognition of these efforts."

Representatives of those 40 organizations will be at The Enchanted Gardens near Beachburg on May 27 to celebrate their accomplishments.

The Ministry of Culture has provided $17,400 from the Cultural Strategic Development Fund to make "Roots and Rivers" possible. "The focus is to encourage tourists to dig into our roots and play in our rivers," says Alexander.

Four cultural heritage tours have been developed as part of the promotion. They guide tourists along the Ottawa, Bonnechere and Madawaska river valleys throughout the quaint villages to see the most inspiring places in the Ottawa Valley. These are the places artists visit to photograph, paint, hike, scuba and sketch, following in the footsteps of A.Y. Jackson, one of Canada’s Group of Seven artists.

An eye-catching brochure has been produced to promote the tours. It is expected that 47,000 copies will be distributed throughout 2003 and 2004. "We know that history is a very popular tourist draw, and we know that we have a very rich history to share," comments Alexander. "This is a promotion that people are going to find very exciting and very enticing."

The tours involve over 40 business partners representing cultural institutions, heritage sites and tourism businesses throughout Renfrew County. The four major contributors are the Ontario Ministry of Culture, the Ottawa Valley Tourist Association, Renfrew County Community Futures Development Corporation, and the Ottawa River Legacy Landmark Network.

More than 1,700 volunteer hours have gone into developing the tours and the materials to promote them.

"The OVTA has always known the strength in numbers," says Alexander. "This is a classic example of working together to let the world know about the great place we call home."

(For more information, contact Marie White, Ottawa Valley Tourist Association, 613-732-4364.)

Cultural Heritage Tourism Corridor Project: Roots and Rivers Product Launch

Contact:
Marie White, Special Projects, OVTA
Renfrew County Administration Building
9 International Drive
Pembroke, ON K8A 6W5
1-800-757-6580
Tel: 613-732-4364
Fax: 613-735-2492

Agenda

Tuesday, May 27 from 2pm to 4pm, Enchanted Gardens in Beachburg
Meet beside the London House Tea Room, Outdoors (Rain plan- Consult the Entrance Kiosk Operator)

Backgrounder: Cultural Heritage Tourism Corridor Project

Partnership

• Over 40 project partners
• 4 major contributors: Ontario Ministry of Culture, Ottawa Valley Tourist Association, Renfrew County Community Futures Development Corporation and the Ottawa River Legacy Landmark Network
• High level of energy and commitment within the group
• Partner organizations were represented by approximately 58 participants
• In-kind contributions exceeded $80, 000 in value
• Partnership reflects a broad range of cultural institutions, heritage sites and tourism businesses within Renfrew County
• The project has successfully established a cultural network through providing a forum for idea exchange and fostering working relationships among partners

Workshops

• Three workshops were held between September 2002 and February 2003
• Session topics included Market Readiness, Packaging & Media Relations
• Well attended, partners contributed five full working days plus 3 group meetings, several sub-group meetings & additional time on homework
• Evaluations indicate that workshops were worthwhile, and rated 8 - 11 on a scale of 1- 10

Product Development

• The product development process has resulted in 4 Cultural Heritage Tours of the Ottawa Valley: The Ottawa River Connection, Between Two Rivers, Pontiac Natural History Tour, and The Mighty Madawaska
• These tours are linked by our Heritage and our Rivers; the Ottawa, the Madawaska and the Bonnechere Rivers
• This set of tours has been named “Roots & Rivers. Dig into our roots, play in our rivers.”

Marketing Piece – “Roots & Rivers” Brochure

• Major contributors have been acknowledged on the brochure
• 47,000 copies will be distributed throughout 2003 and 2004
• As part of the marketing and distribution plan, 10,000 copies have been distributed as an insert in the Ottawa Citizen on April 19 with an advertisement in the Travel Section

Contact: Marie White, 1-800-757-6580 ext. 485 - mwhite@countyofrenfrew.on.ca
 

Story Ideas:

Artists Inspired!
See the most inspiring places in the valley! This is where artists come to paint, sketch and photograph Ontario’s rugged landscape. Walk in the footsteps of Tom Thomson and A.Y. Jackson, of Canada’s internationally renowned landscape painters. Four new self-guided driving tours that follow the waterways of the Renfrew County, naming all the stops. Ask for the Roots and Rivers guide; Dig into our roots, play in our rivers. 1-800-757-6580.

Heritage comes alive!
All the cultural and heritage destinations in Renfrew County have partnered to create four new self-guided driving tours of the Ottawa Valley. The first of its kind, these tours take tourists along the waterways on an awe-inspiring journey to dig into the roots of Ontario’s rural history. See how artists have interpreted these waterways in the many galleries and museums found on these historical riverbanks.

Underwater towns?
Who knew there was such a treasure for scuba divers in the Ottawa Valley? Scuba to the underwater town of Black Donald, the site of an old graphite mine. While you’re there, scuba to a few other undiscovered places - an underwater photographer’s dream.

Locals have told their secrets
That’s right – all the enchanted places the locals will tell you about. The ones you used to find out about through a friend. We’ve put it all on paper for our out-of-town guests. Even valley folk will find something new along the rivers they grew up beside. Visit those memorable villages, rounded mountain ranges and sparkling waterways that were once secret escapes.
 

Teasers:

(Mature Couples Market)
Roots & Rivers; a new series of self guided arts & culture tours in the Ottawa Valley, unveiling treasures of today and those of old. The brainchild of a group of people passionate about the heritage of the area.

(Mature Singles)
Roots & Rivers; you’ll discover something for everyone on one of Renfrew County’s new self guided travel routes launched May 27. Roots & Rivers celebrates the Ottawa Valley’s unique history, culture and natural wonders. From Loggers to leprechauns, these new tours reveal a rich way of life up in the valley!

(Family market)
School’s out - time for adventure! Explore the Roots & Rivers of the Ottawa Valley. Choose your adventure form a new series of self-guided tours. Immerse yourself in the Valley’s Whitewater rafting, cave exploration, art galleries and museums. Discover aboriginal culture and a magnificent landscape.

(all -choose your adventure)
Come play in our rivers, dig into our roots! Explore our cultural heritage with this new series of self-guided tours, “Roots & Rivers”. Choose your adventure - into ancient caves, heritage buildings, aboriginal culture, trails, galleries and shops. Try it by canoe, by bike, or drive to discover the places that reveal a rich way of life "up the valley."

Bring your camera, your canvas, your scuba gear! Just the information you need to see the most inspiring places in Renfrew County!

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