Thank you. Merci. Hello. Bonjour.
It's with great pleasure that I come before this committee today to talk to you about the proposal of Bill C-370 to rebrand St. Lawrence Islands National Park as Thousand Islands National Park.
Parks Canada, which manages national parks, national historic sites, national marine conservation areas and UNESCO world heritage sites in Canada, makes the federal government the largest provider of natural and cultural tourism in the country. We offer iconic destinations, incredibly passionate and knowledgeable staff, like me, and opportunities that reflect the expectations of a demanding national and international clientele.
St. Lawrence Islands National Park is a rather unique park in the family of national parks. Until the relatively recent addition of the adjacent property, it was the smallest park of Canada.
We'll have a quiz later to see if you know what the smallest is.
Today the actual land area of the park is 23.5 square kilometres, but this total area is comprised of small parcels of land spread out over more than 22 islands and four mainland properties that stretch roughly 80 kilometres along the St. Lawrence River from Brockville to Kingston and into eastern Lake Ontario. Although spread out and somewhat fragmented, this also means that the park has land holdings that are truly representative of the natural and cultural heritage of the complete Thousand Islands region.
This region is recognized for its unique geographical features and its importance to wildlife. The Thousand Islands act as a vital land bridge that joins the Canadian Shield and the Adirondack Mountains of New York, forming one contiguous ecosystem. The islands form stepping stones for migration, and are home to many rare species of plants and animals. People have been drawn to this special region for centuries, and first nations explorers and settlers have all left their mark on the landscape.
Quite simply, the Thousand Islands is a place where nature and culture intermingle. Majestic castles and historic summer homes stand in contrast with rugged islands of granite and pine that are home to lumbering turtles, soaring eagles, and countless other species.
Generations of vacationers have sought out the unique and beautiful landscapes of the Thousand Islands. Today, the name “Thousand Islands“ itself evokes a sense of place that speaks to a specific region shared by Canada and the United States. It is a region with a world-renowned reputation and UNESCO-recognized biodiversity.
It seems, however, that many of the park's own repeat visitors do not even know the real name of the park. “Thousand Islands national park” can often be heard on the many docks where visitors moor their boats. When the park receives written correspondence, often it does not have the park's correct name. So although St. Lawrence Islands National Park has indeed existed for 108 years, locally it has been known, and no doubt will continue to be, as “Thousand Islands national park”.
Anecdotal evidence aside, Parks Canada did undertake social science research with park visitors in 2010. The results indicate that park users were generally indifferent about an official name change, but would be opposed if the costs of implementation were high.
Most of the costs involved in a name change are directly related to redoing the physical signage that exists within the park. In order to keep costs low, Parks Canada would immediately replace four large signage panels located on the park's mainland properties, but would then change island signage over a ten-year plan.
St. Lawrence Islands National Park prints promotional materials and pamphlets on an annual basis. These are updated prior to any new printing. As for changes to the park's website, the text is in a digital format, so it is just a question of performing a “find and replace” to update the content.
While the park's visitor concerns may be focused on the cost of such a change, Parks Canada can also see potential benefits for the park. As far back as 1978, a St. Lawrence Islands National Park advisory committee has been recommending changing the park's name.
“The Thousand Islands” is a globally established brand, and a name change would be an opportunity to adapt and renew the possibilities of this national park. Changing the name will alter how Parks Canada is able to engage and attract members of the public who are familiar with the Thousand Islands image and those who are seeking to create great personal memories through meaningful experiences.
One piece I happened to bring with me is our brochure that we publish every year for all of the parks and sites in Ontario. Our main line for St. Lawrence Islands is: “The beautiful Thousand Islands region is the backdrop for your visit to St. Lawrence Islands National Park”. That's an example of how we make sure ourselves that we situate the park and try to keep it top of mind that it's in the Thousand Islands.
The importance of the park is reflected in the fact that the St. Lawrence Islands were the first national park created east of the Rockies. It is the closest national park to Ottawa. Even with the creation of Rouge Park, it remains one of the national parks closest to the greater Toronto area.
St. Lawrence Islands National Park has an exemplary record of working with the community through strong stakeholder relation activities, but in a region where private tourism providers build their businesses by taking advantage of the recognized and powerful Thousand Islands brand name, in using the title “St. Lawrence Islands”, Parks Canada is not talking to the public in the same language.
The current name creates confusion between St. Lawrence Park in Brockville and the Province of Ontario's St. Lawrence Parks Commission. Confusion over who we are may also make St. Lawrence Islands National Park less attractive as a business partner for those for-profit companies that trade on the Thousand Islands brand name.
As a tourism operator in the Thousand Islands, Parks Canada can see many commercial benefits to a park name that reflects the existing and strong regional brand. In some respects, St. Lawrence Islands National Park is a name that limits Parks Canada's ability to capitalize on its position at the heart of the world-famous Thousand Islands. The park currently puts a lot of time and effort into identifying how it is a different organization from those down the road with nearly identical names, and it also spends a lot of time trying to explain its location along the St. Lawrence River.
The proposed Thousand Islands National Park name also fits with the park's place as a traditional first nations territory. The aboriginal presence in this area reaches back as far as 7,000 years, and first nations people have a profound stewardship message, based on respect and responsibility for the land.
Parks Canada has a very positive and active relationship with the Mohawks of Akwesasne that addresses historical and contemporary use of the landscape, including traditional place names and plant use. Resource management practices, visitor experience and educational programs are all enriched through the integration of traditional aboriginal knowledge.
In the Mohawk language, Tsitkawenoton means “many islands”, which is very close to Thousand Islands, so the proposed name may provide future opportunities for the park's working relationship with the area's Mohawk communities.
Therefore, in addition to engaging the Canadian public, having a national park that has a strong brand recognition with its location may help Parks Canada strengthen existing relationships, while attracting new visitor and business opportunities.
Parks Canada is encouraged to implement business practices that support its mandate and capitalize on Canada's vibrant tourism industry. National parks provide opportunities for private companies to provide local jobs, support other area businesses, and generate additional revenue for the park. Taken together, the regional tourism profile grows, creating more opportunity.
“Thousand Islands National Park” as a name would help Parks Canada build awareness of the park by positioning it in a regional and historic context. So while there's a cost to changing the park's name, this cost must also be weighed against potential economic gains that changing the name of the park could produce.
If the park's name is to change, Parks Canada will be happy to gain Thousand Islands National Park. It's a name that sets the park as a place within the context of its surroundings and within the context of its history. It is a name that is recognized around the world, a name that conjures up images of a unique part of the North American continent, and a name of beauty, nature, and incredible experiences.
Merci.