Four Seasons Resort
Four Seasons Resort

Brantford
Enterprise Brant

Caledonia
Grand Erie Business Centre Inc.

Ingersoll
Oxford Small Business Support Centre Inc.

Oshweken
Two Rivers Community Development Centre

A Community Futures
Development Corporation

On March 11, 1999, the Norfolk District Business Development Corporation (NDBDC) hired Horwath Consultants, a well respected consultant agency within the hospitality industry, to conduct a study on the feasibility of a "destination accommodation" or four season resort in the Port Rowan area. The study is the result of a follow-up to the 1988 Haldimand-Norfolk Tourism Study and the NDBDC's "in-house" Tourism Review with local tourist operators that identified the lack of tourist accommodation, particularly roofed accommodation.

Port Rowan is located along the north shore of Lake Erie on Long Point Bay in the western end of the "new" Norfolk County. Norfolk County is located between Elgin County and the "new" Haldimand County, southwest of Metro Toronto and within the Windsor/Detroit - Toronto - Niagara corridor.

Why Port Rowan?

The Port Rowan area is in an excellent position to attract more tourist activity with a potential market draw of 9 million persons within a 2 ½ hour drive from such major population centres as Buffalo, Toronto, the Golden Horseshoe, the Niagara Peninsula, London, Windsor and Detroit.

Its strategic location adjacent to Lake Erie, Long Point Bay, the United Nations designated World Biosphere Reserve and its built-in "rural lure" gives this area the potential to develop a unique eco-tourism industry.

This area would appeal to many special interest groups who would be active year round to cover the shoulder seasons (early spring, late fall).
The special interest groups include:

Naturalists, bird-watchers and researchers
Hunters and fishermen (guided or individual)
Cottagers and retirees (entertainment - music, theatre, spa, fitness)
Conference and corporate retreat market (quality dining, lounge facilities)
Specialty European market (international tours of biosphere reserves)

Seasonal activities include: boating, diving, beach combing, sunning, golfing, cross-country skiing, ice fishing, cycling on good roads with limited traffic. The scenic countryside of Norfolk County offers a very attractive backdrop for golf. Haldimand and Norfolk County have twelve golf courses with 171 holes with plans for an additional 18 holes. Well over 250,000 rounds were played in 1998.

What Does The Area Have To Offer?

The natural features of Norfolk County is its strongest assets and tourist draw. The County, as one of the southern-most points in Canada, is located in the Carolinian zone which provides a unique opportunity to see rare flora species and migratory songbirds and waterfowl. Four provincial parks and twenty-two conservation areas provide easy access to Lake Erie, rivers, wildlife and flora.

In addition to its natural resources, Norfolk has many festivals, theatres, museums and historic sites as well as educational tours and eco-tours for locals and visitors. Educational opportunities include tours to ginseng farms, peanut farms, tobacco farms, wineries, fish hatcheries and nurseries. The number of festivals has grown to over 30 in 1998.

Jim Shuttleworth of the Ministry of Tourism commented that the Southern Ontario region (which includes Haldimand and Norfolk County) is the single most important destination region in Canada. In terms of 1996 domestic visitors alone, Southern Ontario generated 33 million visits. Toronto received only 14 million, Ottawa and Eastern Ontario 12 million, Montreal 6 million, Vancouver 6 million and the Alberta Rockies 2 million. In other words, if tourism is one of the engines of Ontario's and Canada's economy - Southern Ontario is the spark-plug in that engine.

Potential Sites

Various potential site locations have been identified. Many of the sites have merit from a marketing standpoint. The ultimate decision should be made by the proponent.

Accommodation Facility

Horwath Consultants recommend that the natural beauty and attractions of the Long Point area provide the basis for a natural, eco-tourism-themed facility. A lodge-style property, designed in harmony with the surrounding environment consisting of a central facility and aesthetically pleasing adjacent units, could provide a quality product that is comfortable, yet somewhat rustic.

A small, full-service lodge-type facility with a restaurant, bar/lounge, exercise/spa room, swimming pool and interpretive centre is suggested. The product would be priced to target the mid-market segment, but given the type of facility, prices would be higher than the better accommodations which exist in the County. The property should be designed and built to accommodate growth as demand increases. This design would facilitate a more efficient operation as the property grows with the market, provided a strong, strategic marketing campaign is implemented. Initially, twenty to thirty rooms would be large enough to accommodate small groups and small enough to enter this underdeveloped market.

The anticipated development cost of a 25 room, 15,000 square foot destination accommodation facility would be around $2.1 million. The proposed facility should achieve an average occupancy of 63%. The operating results would then equate to Return on Cost Excluding Land of 16.5%.

For further information or review of the Destination Accommodation Study, please contact:

Cliff Shank
NDBDC CED Officer
(Community Economic Development)
tel: (519) 428-2324
fax: (519) 428-0074
e-mail: ndbdc@ndbdc.com

Four Seasons ResortFour Seasons Resort

Four Seasons Resort
Four Seasons Resort