DMO Board Recruitment Has Begun

by Rebecca Lamb,

Director Recruitment Begins Now!

On April 14 there was a special meeting of Council regarding the new Destination Marketing Organization (DMO) where Council supported Staff's recommendation to recruit six (6) public members and appoint one (1) member of Council to represent the Corporation of the County of Prince Edward. Directors will be asked to fill a 2 or 3 year term. Staff also recommended that the Board compilation be predominantly skills-based, and include a mixture of those directly involved in and benefiting from tourism efforts, and those who are tourism-adjacent or fully removed from the tourism industry, but still possess the skills and qualifications that make them an ideal fit for the Board, while representing the diversity of the sector and community. Further to that, staff recommended the inaugural Board develop stakeholder advisory committees that represent key tourism sectors.

You can apply to be a Director on the inaugural Board on The County website. Be sure to select 'Destination Marketing Organization board (DMO)' from the drop-down list in the first question.

Apply here:

The County is accepting applications until 11:59 pm EST on Wednesday May 4, 2022.

Candidates will be reviewed by the Nominations Committee of Council (made up of Councilors Hirsch, Roberts, St-Jean, Nieman, Maynard and MacNaughton). The committee will use a skills matrix as one of the tools to evaluate applicants. Candidates selected for the DMO Board will be put forward for appointment at the May 24 Council meeting.

The total skills and experience represented across the Board of Directors shall include but not be limited to:

  • tourism marketing, management, and product development;
  • communication, public relations, and public engagement;
  • financial management;
  • governance, legal, and non-profit regulations;
  • research, data and analysis;
  • leadership and strategic planning;
  • knowledge of Prince Edward County's historic and contemporary, cultural and environmental story.

Special consideration should also be given to the following competencies:

  • accessibility, equity, diversity and inclusion;
  • creativity and problem solving;
  • integrity and mindfulness;
  • collaboration and consensus building; and
  • conflict resolution.

Together, Directors will work with staff and stakeholders toward the following objectives of the DMO:

  1. Work closely with the municipality and regional partners to strategically advance responsible tourism management, environmental sustainability, and regenerative tourism goals.
  2. Work in partnership and collaboration with various tourism sectors and community stakeholders to promote Prince Edward County and ensure quality destination experiences for all.
  3. Provide efficient, accountable, ethical, and transparent governance of Municipal Accommodations Tax investments related to tourism and use their allocated portion to fund marketing, minor tourism-related capital projects, and tourism product development.
  4. Represent and support the Prince Edward County tourism sector and act as a leader in tourism marketing through management of visitor-facing digital accounts, print materials, and other promotional assets related to visitor services.
  5. Collect and clearly communicate key tourism statistics, economic and social impact data, and credible information related to market research and travel trends.
  6. Provide a vehicle for the transfer of municipal and other partner assets, physical or financial, for destination marketing and management related to tourism.

Unsure about applying?
Want to learn more about what it means to be a Director?

Anyone considering a Director position on the new DMO, or the PEC Affordable Housing Corporation, is welcome to join an informal, online lunch & learn with Charles Dowdall (Executive Director of Housing) and Rebecca Lamb (Destination Development & Marketing Coordinator) to better understand the responsibilities and expectations of Board Directors.

Tuesday April 26, Noon-12:45pm - Register here.


What will the Directors do?
The inaugural Board of Directors (along with their inaugural staff) will be charged with the development of a clear common goal, mission, vision, and strategy for the DMO. They will help align priorities and sectors, and influence working relationships between The County, tourism stakeholders, and the DMO. They will also establish the corporation's governance framework, by-laws, policies, and committees which set the foundation for future operations.

What are Directors responsible/liable for?
Directors must act honestly and in good faith in the best interests of the organization. When making board decisions, a director must put the organization’s interests above their own and above another organization to which they have fiduciary duties.
Directors are responsible for the assurance that the organization is:

  • Carrying out its purpose as set out in the articles of incorporation. All the organization’s activities, programs, strategic directions or other actions must be related to the purpose.
  • Complying with all the organization’s legal, legislative and regulatory requirements.
  • Behaving in a financially responsible manner.
  • Properly managed through staffing.

Directors don’t have to make perfect decisions or be experts; however, each director must exercise the care, diligence, and skill in their decision-making, and in fulfilling their responsibilities, that a reasonably prudent person would exercise in comparable circumstances.

Directors must demonstrate due diligence in the degree of care, attentiveness, and vigilance given to their decisions. For example, each director must:

✅ remain well informed

✅ attend meetings regularly

✅ review all background materials before the meeting

✅ exercise their best judgement and apply critical thinking

✅ vote according to their own opinion

Directors can be held liable:

  • Collectively (as a whole board) and individually (as one director) for an organization’s failure to comply with certain specified legislative requirements, or for a breach of a requirement, if the directors do not take prudent steps to ensure that the organization meets these obligations.
  • For acting in a way that is outside the scope of their role as a director, but that has an impact on the organization.
  • For breaching their Duties of Care and Loyalty.

Who can apply to be a Director?
Any individual who is at least 18 years of age, and is a resident or property owner in Prince Edward County can apply to be a Director.

How many Director positions are there?
The inaugural Board of Directors will have six (6) public positions and one (1) municipal representative (likely a Councilor appointed by Council.) Specific roles within those positions - such as Chair, Vice Chair, Secretary, etc - will be appointed by the Board at their first meeting.

How much time/energy will Directors need to commit?
The amount of time and effort involved in being a Director on the inaugural DMO Board will vary. Expect to contribute 10-20+ hours/month in the first year as the DMO is established. Once established, the amount of time and effort will fluctuate depending on the season and projects on the go. All Directors are expected to review agendas and materials prior to meetings, be present at meetings, and follow up on commitments as a result of meetings.

How long is the term of a Director?
Directors of the new DMO will have staggered terms of two (2) or three (3) years to ensure Board continuity and good governance. The total number of terms available to a Director will be defined in the corporation's by-laws.

What if I am appointed as a Director but cannot complete the term?
Although we hope that all those appointed to the Board of Directors will be able to complete the term they commit to, we know that life happens and that is not always the case. The inaugural Board will establish a policy around the resignation of Directors.

How does someone apply to be a Director?
The Destination Marketing Organization Board Director application form is available on The County's website here. Complete the form and submit it to apply as a Director. Alternative formats are available upon request. Any questions can be sent to the Clerk’s Office at or call 613.476.2148 ext. 1020 between the hours of 8:30 am and 4:30 pm, Monday to Friday.

What does the application entail?

The online application form asks for:

  • Your contact information
  • Confirmation that you are eligible to apply
  • Confirmation that you understand the role and associated responsibilities
  • Previous experience and relevant skills
  • Your motivation for applying
  • Your feedback on four (4) questions related specifically to the new DMO
  • Your sector/organization/association connections that are relevant to the role
  • A reference

And the option to upload supporting documents, such as a resume.

When are applications due?

The County is accepting DMO Director applications here until 11:59 pm EST on Wednesday, May 4, 2022.

When will I know the status of my application?

All applicants will receive notice of the status of their application between May 25 and May 27, 2022, from the Clerk's Office.

Is there an interview?
The DMO Director application form has been designed to balance interview and behavioural-style questions with the municipality's standard skills/experience questions in order to help the Nominations Committee select those that are skilled, representative, and the best fit for the role. Interviews may be conducted if necessary.

If I work in tourism, or own/operate a tourism business, is that a conflict of interest?
Tourism sector experience is a welcome qualification for Directors on the inaugural Board! Be sure to read the responsibilities and liabilities section of the application form thoroughly to understand your role as a Director. There may be times when a Director will need to declare a pecuniary or conflict of interest as it pertains to specific decisions being made by the Board.

Are Directors compensated?
All Directors shall serve without remuneration as volunteers, and no Director shall directly or indirectly receive any profit from their position as such. A Director may be reimbursed for reasonable expenses incurred in performing their duties.

Where will the Directors meet/gather to do business?
Meetings will take place within Prince Edward County at a to-be-determined location that is mutually agreed to by the inaugural Board of Directors. Meetings will likely take any relevant COVID-19 protocols into consideration, including the option to meet digitally.

If I'm not selected for the inaugural Board of Directors, can I still get involved with the DMO?
Yes! Everyone can engage with the new DMO in some shape or form. Once the inaugural Board of Directors has had the chance to meet and establish their governance framework and by-laws, they will likely promote the various opportunities for stakeholders to get involved either as partners, committee members, advisors, volunteers, or staff.

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