Familiarization Tour 2023
OKGo is a collaborative marketing partnership between the Central Okanagan Economic Development Commission, Tourism Kelowna, Accelerate Okanagan, UBC Okanagan and Okanagan College. In 2023 the COEDC together with our OKGo partners hosted two familiarization tours (FAMs) inviting Regional District of Central Okanagan elected officials, community partners and economic development officers to provide a platform for connection and conversation with industry leaders.
Familiarization tours are a staple in the tourism and hospitality space, providing participants with firsthand experiences and insights into facilities and services, enabling them to make informed decisions for their meetings, events, or conferences. The OKGo partners recognized this model as an opportunity for economic development education for the region’s biggest spokespeople. We adapted the concept with a specific focus on industry sectors—agriculture, viticulture, cleantech, manufacturing, and aerospace—connecting elected officials and partners directly with industry leaders.
As part of this campaign, these FAMs raised awareness around the Central Okanagan’s value proposition, innovation, cultivated conversation and collaboration, and demonstrated the integration between industry, post-secondary, and business support organizations.
Notable feedback from attendees highlighted several benefits, including the use of a tour bus that facilitated ongoing conversation and connectivity. They also appreciated the on-site immersion and hands-on experience, which provided deeper knowledge compared to traditional sit-down seminars. Attendees valued the inclusive platform that connected industry, government, and academia, identifying opportunities for collaboration and storytelling. Moreover, they emphasized the importance of expanding regional learning to share insights with their networks.
Additional outcomes included industry stakeholders having the opportunity to engage openly with elected officials, fostering experiential learning, advocating for industry needs, and exploring partnership opportunities. The overwhelmingly positive feedback included requests for continued FAM tours.
Balancing the depth versus breadth of information provided by each organization was a challenge. It was crucial to maintain a concise schedule to ensure attendees received sufficient information while allowing time to visit multiple businesses. Coordinating tours for various stakeholders with numerous c-suite executive site visits posed logistical tests requiring effective event planning, communication, funding sourcing and project management.
Attendees included regional elected officials, community partners, and economic development officers with post-secondary representatives alongside key sector industry leaders in agriculture, viticulture, cleantech, manufacturing, and aerospace.
Hearing firsthand from industry leaders, attendees gained insight in operations, innovations, and opportunities for diversification and growth. The tours also highlighted the talent pipeline provided by our post-secondary institutions and how their connectivity is integral to industry growth, research, innovation, and advancement. Additionally, the tours showcased how COEDC’s services support businesses and provided attendees with a greater understanding of the region’s key economic sectors.
With the support of OKGo partners, both logistically and financially, we leveraged our networks and expertise to deliver fulfilling tours. The sustainability of the event was evident in the streamlined process that followed the establishment and execution of the initial tour. The subsequent tour was organized and implemented with increased efficiency, showcasing the long-term viability of the model. Its replicability ensures that future familiarization tours can be conducted seamlessly, contributing to the event’s overall sustainability and success.
