Lots and lots of links about the Destination Marketing Fee (DMF) in Niagara Falls
If you are interested in Niagara Falls, then you probably saw some of the articles that the Niagara Falls Review had about the Destination Marketing Fee (or DMF). It is essentially a fee that many tourism companies charge that can be used for whatever that company wants. It is not a true tax, there is no industry standard for how it is used, and it annoys a lot of people.
Here are links to most of the articles (all of them from the Niagara Falls Review:
It is the first day of March break, and the hockey moms aren’t happy.
They’re spending the week in Niagara Falls for a tournament, and they’re stumped about a mysterious charge that keeps appearing on their bills.
As they sit in a lobby overlooking Fallsview Boulevard, there it is again on their Starbucks bill, an extra amount on top of the already inflated price they paid for coffee in the tourist district.
On a $14-bill is an extra $1.18 for something called a TIF. On other bills it’s called a PF. Or DMP. Or a DMDF. Or DMF.
The provincial government has heard the complaints about the Destination Marketing Program.
Tourism Minister Michael Coteau was asked about the controversial fee during a recent visit to Niagara Falls. He admits there are issues that need attention, but didn’t outline a concrete plan to fix them.
“I’m exploring different ways to bring forward some more clarity on that one piece throughout Ontario,” he said, of what many perceive to be a lack of transparency around the voluntary marketing fee that businesses in tourist districts are allowed to charge, but which customers are also legally allowed to refuse to pay.
Some of the biggest players in the Niagara Falls tourism industry don’t charge the controversial Destination Marketing Fee.
Niagara Casinos. Harry Oakes. Hornblower. The Niagara Parks Commission.
And some businesses in the Honeymoon Capital are going to put up, or are considering putting up, signs to let guests know they don’t charge it.
The DMF is a voluntary industry-led initiative for supporting regional tourism marketing, development.
They are voluntary fees, not taxes, and consumers have the right to ask to have the fee removed from their bill.
Province encourages tourism organizations and tourism partners to work collaboratively.
Participating businesses are required to adhere to regulations under Consumer Protection Act.
Consumers feeling misled can call with complaints and inquiries: 1-800-889-9768.
“There’s just some concerns and I think it’s important the tourism industry come together and manage this before another level of government steps in and tries to manage it for them, and control it for them.” – Niagara Falls Mayor Jim Diodati
“There seems to be some mystery that these people in the industry aren’t spending the money on marketing and events, and that is false.” – Coun. Wayne Thomson, who is also chairman of Niagara Falls Tourism
The Ontario Ministry of Tourism, Culture and Sport and industry partners are reviewing the controversial Destination Marketing Fee.
Ministry spokesperson Denelle Balfour said the program is being looked at during ongoing focus sessions across the province.
She said the ministry is leading the development of a strategic framework for tourism in Ontario in collaboration with industry partners. As part of this work, the ministry is hosting focus sessions for members of the tourism industry, including in Niagara Falls.
Some of the big players in the Niagara Falls tourism industry are “talking seriously” about the Destination Marketing Fee, says Niagara Falls Tourism chairman Wayne Thomson.
“The major stakeholders are getting together and getting a legal opinion on the DMF details, and trying to come up with a format that is going to be certainly transparent, which we think it is now,” said Thomson.
“I can tell you that we are talking seriously about the DMF and trying to come up with something that is compatible with … (the stakeholders’) needs and their marketing efforts, and that is compatible with what the province would like to see.”
The dialogue is a result of Tourism Minister Michael Coteau’s recent visit to Niagara Falls, where he spoke to industry partners about many tourism-related topics.
It’s starting to happen already – more tourists and customers visiting Niagara Falls shops and hotels are asking if they’ll be charged a destination marketing fee with their purchase.
And how are the desk clerks and wait staff and ticket takers supposed to answer?
“Well, we don’t charge it but the guy next door does.”
Or maybe, “we do charge it and so does the guy next door, but at least our fee is smaller than his.”