Study Questions - Chapter 6

1. Review the categories of events. What types of events have you ever attended in person? What types of events are held in your community? Try to list at least one for each category.
2. Should the government (municipal, provincial, federal) support festivals and events? Why or why not?
3. Aside from convention centres, where else can meetings, conventions, and conferences be held? Use your own creative ideas to list at least five other venues.
4. What are some of the main sources of revenue for attractions (both mainstream and cultural/heritage attractions)? What are the main expenses?
5. Should private sector investors receive government funding for tourism entertainment facilities? Should they be required to contribute their revenues to the community? Why or why not?
6. Name a cultural or heritage attraction in your community. Where does its revenue come from? What are its major expenses? Who are its target markets? Based on this information, make three key recommendations for sustaining its business.
7. Do you agree with certain animal rights groups that zoos should be shut down? Why or why not?

Purchased by husband and wife team Janet Docherty and Rick Pipes in 2000, Merridale Estate Cidery is located in the Cowichan Valley on Vancouver Island. The cidery itself was established by the previous owner in 1990 who planted apple trees in the location, which is considered ideal by many for its terrain and climate.

With the purchase of the cidery, Janet and Rick undertook an extensive renovation in order to transform the facility into an agritourism attraction. They expanded the cellar and tasting rooms and created the Cider House in 2003 from which they began running tours and tastings. From there they added:

• The Farmhouse Store with retail sales of their cider product, local agriculture products, and BC arts and crafts
• The Bistro and Orchard Cookhouse, two distinct food and beverage operations
• The Brick Oven Bakery (producing artisanal baked goods in its on-site brick oven)
• Yurts (two cabin-style tents) for onsite accommodation

The cidery is now a destination for special events such as weddings. It also runs an InCider Club for frequent purchasers of its products.

Visit the Merridale website at www.merridalecider.com (Links to an external site.) and answer the following questions:

1. What is Merridale’s core business?
2. Who are its customers?
3. Merridale comprises food and beverage, retail, accommodations, and is an attraction. How would you classify it as a tourism operation?
4. Is Merridale a seasonal operation? What would you consider to be its peak season? How has it extended revenue-earning opportunities?
5. Merridale’s slogan is “Apples Expressed.” Does this tagline capture its essence? Why or why not?
6. Consider Merridale’s products, experiences, and markets. What partners should the cidery work with, either globally or locally, to attract business? Name at least three.
7. Do you think Merridale should add components, or eliminate components, from its business? Explain your answer.