2003/04 Annual Service Plan Report -- Ministry of Small Business and Economic Development

This goal focuses on strategic marketing to distinguish British Columbia from its competitors, and communicate the province's advantages and opportunities to potential visitors and investors alike.

Objective 3.1: Market British Columbia as a preferred location to visit, and for new and expanded trade and investment.

1. Promote British Columbia as a film and TV location — organize trade efforts to promote the province as a film and TV production location.

2. Marketing and promotional strategies — develop marketing and promotional strategies with Invest British Columbia to promote awareness of competitive advantages and opportunities throughout the province.

3. Trade and investment promotion — organize trade missions and provincial participation in key international events to promote British Columbia.

Performance Measure

2003/04 Target

2003/04 Actual

Variance

Sales and marketing initiatives for film and TV industry

Lead four sales and marketing efforts to the United States

Achieved

5 sales and marketing visits

1 visit

North American ranking of film production expenditure

$1 billion spent in British Columbia

Largest production centre in North America after Los Angeles and New York

Achieved

$1.4 billion spent in British Columbia

Achieved

Third largest service production center in North America

$400 million

Film and TV: The Ministry led five marketing and promotion missions to California to promote British Columbia as a film and TV location.

Although the number of motion picture productions dropped between 2002 and 2003, from 205 productions to 169 productions, the value of productions increased substantially from an average of approximately $4.8 million to $8.3 million. This was due to an increase in the number of big budget foreign feature films. However, the high level of the Canadian dollar against the US dollar and the sustained high level of interest in reality television programming have meant that the number of production days is down in 2004, and the industry may be challenged to match the level of production expenditure in 2004/05.

Performance Measure	2003/04 Target	2003/04 Actual	Variance
Compile and provide customized information in response to qualified investor enquiries	Provide customized information to 50 qualified potential investors	47 qualified potential investors serviced	(3)

Investor Enquiries: The Ministry provided customized information packages to 47 potential investors, three fewer than anticipated. Continuing worldwide economic uncertainty over the past few years has resulted in intense competition amongst jurisdictions for direct investment dollars.

Performance Measure

2003/04 Target

2003/04 Actual

Variance

Trade missions and key events promoting British Columbia

8 trade and investment visits led by Premier and/or Ministers

30 pre-qualified business delegations attracted

Achieved

8 trade and investment missions

21 delegations attracted

(9) delegations

Trade Missions: During 2003/04, outbound ministerial missions were on target with eight missions, including missions by the Premier to India, China, and the United States. Ministerial missions included visits to South Korea, Taiwan, Japan and the United States.

Key business delegations were lower than anticipated with 21 delegations attracted, against a target of 30. This is attributed to reduced air travel as a result of SARS earlier in the fiscal year. The Ministry expects to see an increase in visitor delegations in 2004/05.

Goal 3: Marketing British Columbia as a preferred place to live, visit, invest and do business.