UBC as a Summer destination

Year: 2001

Author: Plessis, Judith

Type of paper: Abstract refereed

Since the fall of 1999, UBC Continuing Studies has brought together campus groups, attractions and programs to collaborate on a Summer Destination initiative. The purpose of this project is to increase public awareness of the University of British Columbia (UBC) as a destination for the general public, encourage development of new courses to serve audiences during the summer months, and give various faculties and departments the opportunity to showcase programs jointly. A multi-faceted plan was implemented to achieve these goals.

This presentation will take conference attendees through the steps involved to establish their institution as a destination for summer educational programs and activities. I will share the experiences gained coordinating the Summer 2000 and 2001: Destination UBC initiative. The project has gained momentum with corporate sponsors and new educational programming. I will describe the initial objectives of the initiative, review the planning process, and demonstrate how we took advantage of cross-campus promotional synergies to leverage a very limited marketing budget into one that captured the attention of the campus and community. Sample materials will be available to participants.

The response from within and without UBC Continuing Studies has been very positive. I will discuss feedback from our partners and share plans for Summer 2002, which will include the new UBC campus in downtown Vancouver.