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<p class="MsoNormal" style="margin-bottom:6.0pt;line-height:18.0pt"><b><span style="font-size:14.0pt;font-family:"Arial","sans-serif";letter-spacing:-.25pt">The Cultural Resource Management Program at the University of Victoria is pleased to offer the following
6-day professional development course that may be of interest to you and your colleagues:<o:p></o:p></span></b></p>
<p class="MsoNormal" style="margin-bottom:6.0pt;line-height:18.0pt"><b><span style="font-size:14.0pt;font-family:"Arial","sans-serif";letter-spacing:-.25pt">Cultural Tourism - A Place-Based Approach
<o:p></o:p></span></b></p>
<p class="MsoNormal" style="margin-bottom:12.0pt;line-height:18.0pt"><strong><span style="font-size:12.0pt;font-family:"Arial","sans-serif"">How Your Community can capitalize on its Arts, Heritage, Culinary, and Natural History Attractions</span></strong><span style="font-size:12.0pt;font-family:"Arial","sans-serif""><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt;line-height:18.0pt"><span style="font-family:"Arial","sans-serif"">Join instructor, Steven Thorne, in Victoria, BC, from Mar 30-Apr 4, 2015 to explore how to make the most of the fast-growing market for cultural
tourism. Whether you manage or market a museum, gallery, festival, heritage attraction or other cultural experience, or work for an economic development agency or destination marketing organization, this course offers marketing tools and development strategies that
will help you succeed. Special emphasis will be placed on the theory and practice of "place-based" cultural tourism in the context of destination planning.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt;line-height:18.0pt"><span style="font-family:"Arial","sans-serif"">In this course you will develop your ability to: <o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;margin-left:33.75pt;text-indent:-18.0pt;line-height:18.0pt;mso-list:l0 level1 lfo1">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-family:"Arial","sans-serif"">Understand the rise of cultural tourism as a market segment<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;margin-left:33.75pt;text-indent:-18.0pt;line-height:18.0pt;mso-list:l0 level1 lfo1">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-family:"Arial","sans-serif"">Think critically about what cultural tourism is, and what it is not<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;margin-left:33.75pt;text-indent:-18.0pt;line-height:18.0pt;mso-list:l0 level1 lfo1">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-family:"Arial","sans-serif"">Identify key factors that make cultural tourism experiences exportable<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;margin-left:33.75pt;text-indent:-18.0pt;line-height:18.0pt;mso-list:l0 level1 lfo1">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-family:"Arial","sans-serif"">Appreciate the role of “place” in conceiving a cultural tourism initiative<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;margin-left:33.75pt;text-indent:-18.0pt;line-height:18.0pt;mso-list:l0 level1 lfo1">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-family:"Arial","sans-serif"">Weigh the advantages of a place-based approach to cultural tourism vs. attractions-based approaches<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;margin-left:33.75pt;text-indent:-18.0pt;line-height:18.0pt;mso-list:l0 level1 lfo1">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-family:"Arial","sans-serif"">Understand key principles in site interpretation and place interpretation<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;margin-left:33.75pt;text-indent:-18.0pt;line-height:18.0pt;mso-list:l0 level1 lfo1">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-family:"Arial","sans-serif"">Understand key principles of cultural tourism marketing<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;margin-left:33.75pt;text-indent:-18.0pt;line-height:18.0pt;mso-list:l0 level1 lfo1">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-family:"Arial","sans-serif"">Consider issues of cultural authenticity, integrity, and preservation<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;margin-left:33.75pt;text-indent:-18.0pt;line-height:18.0pt;mso-list:l0 level1 lfo1">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-family:"Arial","sans-serif"">Build community support for cultural tourism initiatives <o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;margin-left:33.75pt;text-indent:-18.0pt;line-height:18.0pt;mso-list:l0 level1 lfo1">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-family:"Arial","sans-serif"">Plan a cultural tourism initiative<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt;line-height:18.0pt"><strong><span style="font-family:"Arial","sans-serif"">Instructor</span></strong><b><span style="font-family:"Arial","sans-serif""><br>
</span></b><span style="font-family:"Arial","sans-serif"">Steven Thorne has worked in Canada’s cultural sector for 35 years as a cultural educator, manager, and consultant. For the past decade, he has specialized in planning and developing cultural tourism
destinations. Steven’s clients have included Tourism BC, Tourism PEI, Ontario’s Ministry of Tourism, Parks Canada, and Canadian cities, towns, and institutions from British Columbia to Newfoundland. Most recently, he authored
<em><span style="font-family:"Arial","sans-serif"">A Tapestry of Place: Whistler's Cultural Tourism Development Strategy</span></em>, designed to help North America's pre-eminent ski destination diversify its tourism offering through cultural tourism.
<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt;line-height:18.0pt"><span style="font-family:"Arial","sans-serif"">F<strong><span style="font-family:"Arial","sans-serif"">ee:</span></strong> CAD $642.97 (Canadian funds, credit and non-credit participation
options). <o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-family:"Arial","sans-serif"">For more information or to register:
<a href="http://www.uvcs.uvic.ca/Section/Cultural-Tourism-A-Place-Based-Approach/HA489H-2015S-C01/48999/">
http://www.uvcs.uvic.ca/Section/Cultural-Tourism-A-Place-Based-Approach/HA489H-2015S-C01/48999/</a> or contact Tusa Shea, Program Coordinator at
<a href="mailto:crmcoord@uvic.ca">crmcoord@uvic.ca</a> .<o:p></o:p></span></p>
<p class="MsoNormal"><o:p> </o:p></p>
<p class="MsoNormal"><o:p> </o:p></p>
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