The Coopérative de récréotourisme du Madawaska in New-Brunswick wishes to transform the current Outdoor Centre of Mont Farlagne into a four-season destination by relying on structuring partnerships with local associations and organizations. The taskforce has entrusted TouriScope with the mandate to identify strategic developments to be favored in order to ensure the support of visitors, locals and partners, to achieve the targeted attendance rate and thus to increase the chances of success of the four-season project.

TouriScope proposed a three-step approach:
- A market study;
- An analysis of comparable governance models;
- An analysis of market and feasibility potential.

As stakeholder buy-in is imperative for the success of the project, three approaches were used to encourage their input : a customer survey, focus groups with residents and interviews. The results of these consultations, combined with analysis of trends, clienteles and comparable offers, formed the basis of the reflection to identify development opportunities, as well as traffic estimates. In order to meet the immediate need to reposition the mountain , a marketing action plan has also been developed.

This study confirmed the advisability of implementing the four-season project while providing the task force with strategic data to convince the various stakeholders of the viability of the project:

- Identification of experiences, products and services with strong attractive potential in the markets surveyed;
- Traffic and revenue scenarios;
- Recommendations for Implementation

Photo credit: © Centre de plein air Mont Farlagne, Mathieu Therrien