Since 2021, the Township of Spallumcheen has been exploring the development of a regional Agri-Hub to strengthen local food distribution and support agricultural growth. With support from ETSI-BC, the Township is developing a phased business plan to help build a resilient and profitable agricultural sector for the future.
Iconic Silver Star Resort Builds Conference Capacity for Future Growth
As one of the top 13 mountain resorts in British Columbia, Silver Star Resort near Vernon, BC is a major player in the province’s mountain resort industry which generates an estimated $9 billion annually for the provincial economy. But after 30 years of hosting associations, corporate groups, weddings and other functions, the resort’s 3,000 square foot Vance Creek-Chilcoot Conference Centre was looking tired. Infrastructure upgrades and a fresh look and feel were needed to attract more events and conferences to the resort, and grow it into a sustainable, year-round operation.
The Silver Star Resort Association (SSRA) initiated a project in 2024 to significantly improve the conference facility and grow its meeting and event business, particularly in the off seasons. The work has created a new era of opportunity for the resort and across the North Okanagan tourism landscape.
The Economic Trust of the Southern Interior (ETSI-BC) provided funding toward the project and recently spoke with Silver Star Executive Director Michael Benedek about the successful project.
What was the inspiration for this initiative?
Michael: A 2023 study by Destination Silverstar highlighted the value of improvements to underutilized resort assets, and expanding shoulder season events as key to market development. Groups today are looking for more functional conference space than we were offering such as break-out rooms for small groups, an attractive and inspiring meeting environment, and the latest technology to support presentations and events. To remain competitive, Silver Star must offer experiences that meet the changing expectations of guests and locals while increasing our capacity and market readiness.
What did the work consist of?
First, we reached out to the more than 1,000 members of the SSRA through our annual community input process. We spoke to accommodation, attraction and restaurant operators, retailers and homeowners to gain input on the resort’s plans for development. This helped determine priorities for the work and strengthened community support for the new initiatives.
Upgrades were made to windows, ceiling tiles, lighting and carpeting, along with improvements to the layout and design of the centre. A commercial dishwasher was installed to make the kitchen fully operational. We also invested in a digital marketing toolkit which makes new photography, short videos and research data accessible to SSRA members to use in their own marketing. In-house technology was also updated to ensure dynamic presentations and events.
The project also included a strong marketing strategy to showcase the resort’s new year-round offerings. Once the main upgrades were done, we participated in strategic sales missions to the Vancouver Wedding Show, a Greater Vernon business development event, and the Professional Convention Management Association’s 2024 conference in Chicago.
How important is the collaboration between partners and stakeholders to the success of the project?
The regional collaboration that continues to take place is crucial to the project’s success. We worked with the Okanagan Indian Band to bring more indigenous culture into the conference space and partnered with many other stakeholders including the Arts Council of the North Okanagan, the Thompson Okanagan Tourism Association, the Ministry of Tourism, Arts, Culture and Sport, and the Regional District of North Okanagan to plan and implement the conference centre improvements. Engaging the community in decision-making also helped to build trust and ensure diverse voices were heard.
Have you attracted new businesses to the region?
Yes! Three businesses opened in the winter season: an artist lounge and gallery at the conference centre, a meeting planning and business development business in Vernon, and a snowshoe and raclette group tour operator in the Silver Star Village. A total of eight new jobs were created, two new jobs in each of the businesses attracted as well as two additional jobs for the Conference Centre.
What’s Next for Silver Star?
A total of $161,500 was invested in the project including a $40,000 grant from ETSI-BC. Many of our Silver Star stakeholders said 2024 was their best year since before the pandemic.
Our capacity-building work will continue over the next few years. Now that we have a fully functional commercial kitchen, we can better meet the in-house catering needs of diverse groups. There may be potential for a coffee shop located in the conference centre that serves local foods and showcases the work of local artists. Many other opportunities are coming to the table as the momentum continues.
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Five-Year Plan Strengthens ?aq’am Community Enterprises
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