Five Moose Jaw businesses are investing their money in a bid to promote the Friendly City.
© Justin Crann
David Wood, chairperson of the Moose Jaw Destination Marketing Fund Partnership Inc., announces the new DMF program that will see partners contributing portions of their revenue to a fund to promote the Friendly City.
Temple Gardens Mineral Spa, Heritage and Comfort Inns, the Grant Hall Hotel and Mosaic Place are in the vanguard of a new program that will raise funds to promote the Friendly City to tourists and outside interests.
The five partners will be incorporating the Moose Jaw Destination Marketing Fund Partnership Inc. (MJDMFP) April 1. The partnership will oversee the collection and use of destination marketing levies applied to all member properties' revenues.
The fund will be driven by businesses who opt-in to the organization, and the city has no direct role in it, according to Mayor Deb Higgins.
"It's an initiative of local business, and that is what makes this even more exciting," Higgins told the Times-Herald Friday.
"For the businesses in Moose Jaw to realize they needed a more co-ordinated effort and overall marketing plan … that's the really nice part. This will benefit the partners, but also in the long run, the city of Moose Jaw and all businesses in our community."
Hotels participating in the program will contribute one per cent of their monthly room revenues to the Destination Marketing Fund.
Mosaic Place will contribute from convention fees, according to Doug Campbell, the facility's business development director.
"We're excited to be able to help attract people to and contribute to promoting Moose Jaw as a destination," said Campbell.
The group's partners will begin to contribute to the fund March 1, with the exception of Grant Hall, which will start when it opens the hotel side of its business the same day the group expects to incorporate.
Other business interests — particularly the remaining hoteliers, but also businesses like Mosaic Place that could benefit from the fund — are invited to participate, noted MJDMFP Chairperson David Wood.
Though the organization won't launch its first major marketing initiative until 2015, Wood said it is "looking to have a mini-marketing plan" to put into effect this year.
The goal is to "have something to show" potential stakeholders, he noted.
"It's really important that people see the benefits of this," Wood said. "Making a big announcement is one thing, but you have to put something on the line at some point."