NOTL has a new tourism strategy, approved by council on April 29, but not everyone is popping champagne to celebrate. Various people, from Tourism NOTL, the wine industry, and some councillors have expressed serious concerns about a change in wording. 

The differences of opinion centre around the use of the term “Wine Country” in the original vision statement. The original vision reads: “Niagara-on-the-Lake is an extraordinary wine country destination, known for its natural beauty, and unrivalled cultural experiences.” 

The vision was revised by staff, following comments from at least one councillor, Coun. Sandra O’Connor, who says, “I definitely suggested the vision be changed. We need to address more comprehensively all we have to offer.”

“Wine country is too limiting, it is important, but so is our heritage,” she adds. “We were the first capital, we had the war of 1812, only NOTL has the best soil for tender fruit, so (saying) food and wine is more representative.” 

The revised vision statement, which was approved by council, reads: “Niagara-on-the-Lake is an extraordinary destination, known for its natural beauty, food and wine, and unrivalled cultural experiences.”

Tim Jennings, executive director of the Shaw Festival, wrote to council to explain his concerns prior to the vote.

In his view, “It’s a significant shift. I think it reduces the effectiveness of the brand framework. I think we have a really clear specialty in this region.”

“Everybody has the other things, but we have a very mature wine district, which is very unusual,” he adds. “We use it in our marketing when we say ‘great theatre in the heart of Niagara wine country.’ It’s part of the package.” 

Jennings says he asked council and staff “to bring forward data to show why they were making this recommendation against the suggestion of both the volunteer committees and the paid consultant they hired.” 

Arterra Wines’ vice president of corporate affairs, Del Rollo, says it’s “unfortunate wine country was removed.”

“It’s an all-encompassing term that draws in consumers and tourists, it evokes an emotional response,” he adds. “It tells a story, and it’s not only about wine, it’s about the type of experience people will have.” 

One of the three councillors who voted against approving the strategy with the revised vision was Coun. Wendy Cheropita, who has extensive experience in marketing and tourism.

She argues, “Wine country is part of the romance that draws people here, it’s about the place, the people, that feeling you get when you come off the QEW and see the vineyards spread out.”

“If you’ve got wine country, you leverage that, and use it to bring attention to all the amazing experiences we have, like the amazing artist studios, live theatre, history and heritage, wellness and spas and trails,” she adds. “It was focused on getting people to experience more, stay longer, and spend more.”

O’Connor points out that even though wine country isn’t in the revised vision, “it shouldn’t be a problem to use wine country in marketing.”

Rollo says while he wishes the decision didn’t go this way, “it won’t impede us, as an industry we will continue to promote wine country, which we see as an all-inclusive term.” 

“I do think more of us will in the larger tourism operators will lean into what we already know is the right choice but what that means to us is that we’re not totally in alignment wit the town’s plan,” said Jennings.

For him, “the proof will be in the pudding. One thing that’s really lovely about this process of the towns accepting something is if it’s not working, we can go back and ask them to re-examine it.”

He says, “I’m strongly in favour of them getting the chance to show us that this is going to work great, and if it doesn’t, I’m strongly in favour of coming back and saying, ‘Remember, we said there was a problem, here it is.’ Let’s take a year and give them a shot and see how the staff are able to actualize this plan, and then we can all celebrate.”