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Impact Strategy and
Measurement Masterclass
A masterclass for Canadian destination management professionals

Overview

About
Background for this Masterclass
About
Background for this Masterclass
Hosted by Destination Canada, this multi-module masterclass will take you on a powerful and empowering journey to rethink, reimagine and redesign your destination’s impact strategy whilst actively empowering you to support Destination Canada Business Events’s Economic Sector Strategy.

This masterclass is for Canadian DMOs who want to embed a strategy that prioritizes long-term benefits for the destination, all the while supporting Destination Canada Business Events’s vision for a New North Star.

Schedule and cities in your cohorts 

Maritimes (Atlantic time)

  • Module 1: Tuesday October 12th, from 2pm to 4pm
  • Module 2: Thursday October 28th, from 2pm to 4pm
  • Module 3: Friday November 12th, from 2pm to 4pm

Cities: Halifax, Prince Edward Island, St John, Saint John

Québec (Eastern time, hosted in french)

  • Module 1: Wednesday October 13th, from 10am to 12pm
  • Module 2: Monday November 1st, from 2pm to 4pm
  • Module 3: Friday November 19th, from 2pm to 4pm

Cities: Québec, Montréal

Ontario (Eastern time)

  • Module 1: Friday October 15th, from 10am to 12pm
  • Module 2: Friday October 22nd, from 1pm to 3pm
  • Module 3: Friday November 5th, from 10am to 12pm

Cities: Toronto, Waterloo, Ottawa, Niagara

Central + Mountain (Central time and Mountain time)

  • Module 1: Friday October 15th, from 2pm to 4pm Central (1pm to 3pm Mountain
  • Module 2: Monday November 1st, from 10am to 12pm Central (9am to 11am Mountain)
  • Module 3: Friday November 19th, from 10am to 12pm Central (9am to 11am Mountain)

Cities: Saskatoon, Edmonton, Winnipeg, Calgary, North West Territories

Western (Pacific time)

  • Module 1: Wednesday October 13th, from 1pm to 3pm
  • Module 2: Thursday October 28th, from 1pm to 3pm
  • Module 3: Friday November 5th, from 10am to 12pm

Cities: Kelowna, Victoria, Burnaby, Vancouver, Whistler

Learnings
What you will walk away with
Learnings
What you will walk away with
Read below what the outcomes of this course will be:

① Learn key concepts around legacy and social impact theory and principles, and how these can be integrated into the destination’s business events and tourism sector

② Understand the internationally recognized framework of the UN SDGs for creating and communicating value from actions and how this can apply to business tourism 

③ Apply the basics in formulating new strategies for legacy planning and impact measurement to your destination’s current strategy, thus generating long term value for all stakeholders

Benefits
How will this benefit you?
Benefits
How will this benefit you?
There are a number of ways in which this programme may benefit you:

① Reinforce your capacity in developing and implementing legacy projects around the events you hope to attract or are hosting 

② Develop new approaches to business tourism that will:
➼ enhance the participants’ experience, while
➼ maximising outcomes for the key economic sectors, and
➼ enriching the lives of Canadians and the wellbeing in their communities
➼ More powerfully support Destination Canada’s vision for a New North Star

③ Raise your understanding of the responsibilities you have in actively planning for and managing the negative & positive impacts of tourism and business events.

④ Allow you to further support Destination Canada Business Events in formulating a national approach and encourage country-wide standard practices in managing & measuring the impacts of events held in Canada, and in communicating this to clients, citizens and governments.

⑤ Become a member of a community that learn and practice sustainable and responsible tourism and events.

⑥ Foster stronger collaboration with you key sectors  around data collection and analysis – Catalysing sector growth and supporting DCBE’s Economic Sector strategy 

Curriculum
What are the modules?
Curriculum
What are the modules?
The course's curriculum is structured as follows:

Module 1: Exploring Impact
Module 2: Catalysing Impact
Module 3: Measuring Impact

At the end of Module 3, participating DMOs wishing to convert their learnings into a strategy will be offered the opportunity to contract #MEET4IMPACT to go on to the optional Module 4: Impact & Measurement Strategy Development.

Time Commitment
How long will it take?
Time Commitment
How long will it take?
This Masterclass will be scheduled in the fall of 2021 and offered to participating DMOs based on the principle of common time zones.

This Masterclass will be scheduled in the fall of 2021 and will be comprised of three (3) 2-hour modules, separated by one to two week(s).

Each DMO will be invited to self-register and will be grouped in a cohort of all DMOs in the same region / time zone.

Registered participants will be asked to allow 1 hour pre-session for reading/listening and another 1 hour post-session for homework, reading and reviewing, for each module.

Material will be uploaded on the masterclass learning management system and made available to registered participants ahead of the 1st class.

Registered participants will have access to the course content on the learning management system for 2 months after finishing this course.

Faculty

Geneviève Leclerc
CMP, CEO #Meet4Impact
Geneviève Leclerc
CMP, CEO #Meet4Impact
Geneviève has over 25 years of experience working in the business events and tourism sectors.

She works as a facilitator, speaker and trainer and she’s passionate about applying design thinking and impact management practices to accompany organisations through innovation. Her more recent work focuses on achieving greater social impact in the business events and tourism industry and she has trained teams from many destinations in developing and implementing frameworks for managing a more impactful visitor economy.

Alexis Kereluk
ConnectSeven
Alexis Kereluk
ConnectSeven
As an innovative sustainable destination strategist, Alexis has been bringing forth unique and impactful tourism projects for over 10 years.

With strengths in project management, research, stakeholder engagement and environmental analysis, Alexis has led the development and/or analysis of numerous tourism impact and development projects around the world. 

Maryanne Eva Cliche
Lead, Research and knowledge mobilisation, #Meet4Impact
Maryanne Eva Cliche
Lead, Research and knowledge mobilisation, #Meet4Impact
Maryanne is #MEET4IMPACT’s Coordinator of Research and Knowledge Mobilisation.

She’s also a Business Consultant and an Associate Faculty with specific experience in business and sustainability strategies, business ethics, and governance. She has been practicing, researching, and teaching business & sustainability in Canada and Europe and holds a Master’s degree in Administration with a concentration in Sustainability and Management from France Business School (ESCEM). Maryanne is currently pursuing a Doctorate in Business Administration at École des Ponts Business School in Paris with a research interest in sustainability, organisational resilience & innovation.

Fathma Khalid
#Meet4Impact
Fathma Khalid
#Meet4Impact
Fathma, a social impact measurement consultant, works with organisations of all stripes to measure and communicate the social impact they create.

She has extensive experience with various methods such as Social Return on Investment (SROI), Logical Frameworks and Theory of Change. Fathma prioritizes understanding the key metrics needed to determine success and integrating them into a compelling storyline.

Rebecca Johnson
GDS-Movement
Rebecca Johnson
GDS-Movement
Rebecca is an international sustainability professional, with a background in tourism and event management.

A lover of detail and impact, she has a proven track record in devising and implementing corporate responsibility policies, processes and initiatives from scratch, including the ISO 20121 management standard for sustainable event management. She currently enjoys a range of sustainability related responsibilities including sustainable development in destinations and events, teaching and auditing.

Guy Bigwood
GDS-Movement
Guy Bigwood
GDS-Movement
For the last 15 years, Guy has been delivering consulting services focused on helping cities, governments, corporations and associations step up, scale up and speed up their sustainability programmes and practices.

His mission is to accelerate the transition to a circular and regenerative economy and leave long term-societal impact. His key expertise is creating dynamic coalitions and communities through co-created strategy, multi-stakeholder collaboration and powerful communication.

This Masterclass is hosted by Destination Canada