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<p class="MsoNormal" style="margin-bottom:6.0pt;line-height:18.0pt"><span style="font-family:"Arial","sans-serif";letter-spacing:-.25pt">Hello,<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:6.0pt;line-height:18.0pt"><span style="font-family:"Arial","sans-serif";letter-spacing:-.25pt">The Cultural Resource Management Program is very pleased to be offering this course at the end of March in beautiful Victoria,
BC. Please feel free to pass this information on to any interested colleagues.<o:p></o:p></span></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"><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"><b><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></b><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
<b>Mar 30-Apr 4, 2015</b> 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. We will visit 4 sites, including de Vine Vineyards, the Royal BC Museum, Emily Carr House, and a heritage downtown tour.<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 lfo2">
<![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 lfo2">
<![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 lfo2">
<![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 lfo2">
<![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 lfo2">
<![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 lfo2">
<![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 lfo2">
<![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 lfo2">
<![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 lfo2">
<![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 lfo2">
<![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"><b><span style="font-family:"Arial","sans-serif"">Instructor<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
<i>A Tapestry of Place: Whistler's Cultural Tourism Development Strategy</i>, 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"><b><span style="font-family:"Arial","sans-serif"">Fee:</span></b><span style="font-family:"Arial","sans-serif""> 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:
</span><a href="https://urldefense.proofpoint.com/v2/url?u=http-3A__www.uvcs.uvic.ca_Section_Cultural-2DTourism-2DA-2DPlace-2DBased-2DApproach_HA489H-2D2015S-2DC01_48999_&d=AwMFAg&c=-dg2m7zWuuDZ0MUcV7Sdqw&r=CLFZJ3fvGSmDp7xK1dNZfh6uGV_h-8NVlo3fXNoRNzI&m=hO-_R1gwputBlNRwy82hGa6ogUsZCWVNfMorea25gbw&s=XLOqY2KjSN9Bl1otDDVf_nHavBixoXfiwt9Tgvy8N8M&e="><span style="font-family:"Arial","sans-serif";color:blue">http://www.uvcs.uvic.ca/Section/Cultural-Tourism-A-Place-Based-Approach/HA489H-2015S-C01/48999/</span></a><span style="font-family:"Arial","sans-serif"">
or contact </span><a href="mailto:cmpasst@uvic.ca"><span style="font-family:"Arial","sans-serif";color:blue">cmpasst@uvic.ca</span></a><span style="font-family:"Arial","sans-serif"">
<o:p></o:p></span></p>
<p class="MsoNormal"><o:p> </o:p></p>
<p class="MsoNormal"><span style="font-size:13.5pt;font-family:"Times New Roman","serif";color:black;mso-fareast-language:EN-CA"><o:p> </o:p></span></p>
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<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Arial","sans-serif";mso-fareast-language:EN-CA"><img border="0" width="100" height="161" id="Picture_x0020_4" src="cid:image001.png@01D050F0.DF6C1540" alt="cid:FA8E3008-62B1-432E-8DB6-9839D3E99B1E"></span><span style="font-size:9.0pt;font-family:"Arial","sans-serif";mso-fareast-language:EN-CA">
</span><span style="font-size:12.0pt;mso-fareast-language:EN-CA"><o:p></o:p></span></p>
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<p class="MsoNormal"><b><span style="font-size:9.0pt;font-family:"Arial","sans-serif";mso-fareast-language:EN-CA">Tusa Shea, PhD</span></b><span style="mso-fareast-language:EN-CA"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Arial","sans-serif";mso-fareast-language:EN-CA">Program Coordinator</span><span style="mso-fareast-language:EN-CA"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="mso-fareast-language:EN-CA"><o:p> </o:p></span></p>
<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Arial","sans-serif";mso-fareast-language:EN-CA">Cultural Resource Management Program</span><span style="mso-fareast-language:EN-CA"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Arial","sans-serif";mso-fareast-language:EN-CA">Division of Continuing Studies, University of Victoria</span><span style="mso-fareast-language:EN-CA"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Arial","sans-serif";mso-fareast-language:EN-CA">Tel 250-721-6119</span><span style="mso-fareast-language:EN-CA"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Arial","sans-serif";mso-fareast-language:EN-CA">Email </span><a href="mailto:crmcoord@uvic.ca"><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:blue;mso-fareast-language:EN-CA">c</span></a><a href="mailto:crmcoord@uvic.ca"><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:blue;mso-fareast-language:EN-CA">rmcoord@uvic.ca</span></a><span style="mso-fareast-language:EN-CA"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Arial","sans-serif";mso-fareast-language:EN-CA">Web </span><a href="https://urldefense.proofpoint.com/v2/url?u=http-3A__www.continuingstudies.uvic.ca_cultural&d=AwMFAg&c=-dg2m7zWuuDZ0MUcV7Sdqw&r=CLFZJ3fvGSmDp7xK1dNZfh6uGV_h-8NVlo3fXNoRNzI&m=hO-_R1gwputBlNRwy82hGa6ogUsZCWVNfMorea25gbw&s=cEBP9i_ci_ClYkYXAU3i-1vMgV5Ge8KQCC3uiCLFhNc&e="><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:blue;mso-fareast-language:EN-CA">continuingstudies.uvic.c</span></a><a href="https://urldefense.proofpoint.com/v2/url?u=http-3A__www.continuingstudies.uvic.ca_cultural&d=AwMFAg&c=-dg2m7zWuuDZ0MUcV7Sdqw&r=CLFZJ3fvGSmDp7xK1dNZfh6uGV_h-8NVlo3fXNoRNzI&m=hO-_R1gwputBlNRwy82hGa6ogUsZCWVNfMorea25gbw&s=cEBP9i_ci_ClYkYXAU3i-1vMgV5Ge8KQCC3uiCLFhNc&e="><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:blue;mso-fareast-language:EN-CA">a/cultural</span></a><span style="mso-fareast-language:EN-CA"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="mso-fareast-language:EN-CA"><o:p> </o:p></span></p>
<p class="MsoNormal"><a href="https://urldefense.proofpoint.com/v2/url?u=https-3A__www.facebook.com_CulturalResourceManagement&d=AwMFAg&c=-dg2m7zWuuDZ0MUcV7Sdqw&r=CLFZJ3fvGSmDp7xK1dNZfh6uGV_h-8NVlo3fXNoRNzI&m=hO-_R1gwputBlNRwy82hGa6ogUsZCWVNfMorea25gbw&s=dCYSbKw_u6joMYW_SRbTQMtDsc9v5gm3lomAP689UPM&e="><span style="font-family:"Arial","sans-serif";color:windowtext;mso-fareast-language:EN-CA;text-decoration:none"><img border="0" width="24" height="24" id="Picture_x0020_3" src="cid:image002.png@01D050F0.DF6C1540" alt="cid:141F98C2-7B12-45CA-B38D-BA05F0DB7372"></span></a><a href="https://urldefense.proofpoint.com/v2/url?u=https-3A__twitter.com_uvic-5Fcrmprogram&d=AwMFAg&c=-dg2m7zWuuDZ0MUcV7Sdqw&r=CLFZJ3fvGSmDp7xK1dNZfh6uGV_h-8NVlo3fXNoRNzI&m=hO-_R1gwputBlNRwy82hGa6ogUsZCWVNfMorea25gbw&s=tWajgR2fD5xrBPOQ5ZwBugeZVX1XZ_FeL2EJlI_Vv5Q&e="><span style="font-family:"Arial","sans-serif";color:windowtext;mso-fareast-language:EN-CA;text-decoration:none"><img border="0" width="24" height="24" id="Picture_x0020_1" src="cid:image003.png@01D050F0.DF6C1540" alt="cid:0E7A9220-41D4-48A8-9A50-A965D1F4FBC1"></span></a><span style="font-size:12.0pt;mso-fareast-language:EN-CA"><o:p></o:p></span></p>
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