PROPOSAL FOR 2016-2019 ECONOMIC DEVELOPMENT TRANSITIONAL ...
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COMMITTEE OF THE WHOLE MEETING MAY 9, 2016 REPORT #ED-2016-02 PROPOSAL FOR 2016-2019 ECONOMIC DEVELOPMENT TRANSITIONAL FUNDING FROM THE COUNTY OF SIMCOE RECOMMENDATION That Report #ED-2016-02, describing the proposed economic development initiatives to utilize the funding available from the County of Simcoe, be received; AND THAT Council authorize staff to apply for the funding program for the multi-year proposal as outlined in Report #ED-2016-02; AND THAT Council authorize staff to incorporate budgetary implications associated with the application in current and future budgets as outlined in Report #ED-2016-02. OBJECTIVE The Economic Development Department has the opportunity to continue several new projects during 2016 through until 2018 utilizing $87,500 in funding from the County of Simcoe. These projects will support the advancement of a number of economic and business development initiatives identified in the approved 2016/2017 Economic Development Work Plan. BACKGROUND County Economic Development Stimulus Funding 2013/2014 In 2013 and 2014, the County of Simcoe dedicated funding to local municipalities to assist in the advancement of local economic development initiatives that met both the local and the county economic development needs. Each municipality was able to access up to $50,000 in both 2013 and 2014 based upon submission of an approved economic development work plan that helps to achieve the goals and objectives of the County’s 10-year Economic Development Strategy. The Town of New Tecumseth was successful in securing $100,000 from the County of Simcoe to undertake initiatives with the goal of helping existing businesses grow and facilitate the attraction of new investment to the community. The projects were as follows: 1. Creation of an online business directory for local businesses; 2. Installation of wayfinding signage; 3. Comprehensive campaign for marketing and promotion;
Transcript of PROPOSAL FOR 2016-2019 ECONOMIC DEVELOPMENT TRANSITIONAL ...
PROPOSAL FOR 2016-2019 ECONOMIC DEVELOPMENT TRANSITIONAL FUNDING
FROM THE COUNTY OF SIMCOEMAY 9, 2016
PROPOSAL FOR 2016-2019 ECONOMIC DEVELOPMENT TRANSITIONAL FUNDING FROM THE COUNTY OF SIMCOE
RECOMMENDATION
That Report #ED-2016-02, describing the proposed economic development initiatives to utilize the funding available from the County of Simcoe, be received;
AND THAT Council authorize staff to apply for the funding program for the multi-year proposal as outlined in Report #ED-2016-02;
AND THAT Council authorize staff to incorporate budgetary implications associated with the application in current and future budgets as outlined in Report #ED-2016-02.
OBJECTIVE
The Economic Development Department has the opportunity to continue several new projects during 2016 through until 2018 utilizing $87,500 in funding from the County of Simcoe. These projects will support the advancement of a number of economic and business development initiatives identified in the approved 2016/2017 Economic Development Work Plan.
BACKGROUND
County Economic Development Stimulus Funding 2013/2014
In 2013 and 2014, the County of Simcoe dedicated funding to local municipalities to assist in the advancement of local economic development initiatives that met both the local and the county economic development needs. Each municipality was able to access up to $50,000 in both 2013 and 2014 based upon submission of an approved economic development work plan that helps to achieve the goals and objectives of the County’s 10-year Economic Development Strategy.
The Town of New Tecumseth was successful in securing $100,000 from the County of Simcoe to undertake initiatives with the goal of helping existing businesses grow and facilitate the attraction of new investment to the community. The projects were as follows:
1. Creation of an online business directory for local businesses; 2. Installation of wayfinding signage; 3. Comprehensive campaign for marketing and promotion;
Report #ED-2016-02, May 9, 2016
4. Training in the development of tools and resources to promote and support entrepreneurship;
5. Completion of investment readiness assessment.
The following is a brief overview and update on the status of these projects.
1) Creation of an online business directory for local businesses
The online business directory www.discovernewtecumseth.ca was created by the consulting company Digital Echidna and went live in July 2015.
The purpose and result of this initiative is to provide an easy and efficient way for:
residents, local businesses and visitors to locate goods and services locally
the Economic Development Department to communicate directly with the business community regarding business opportunities, special events, training, etc.
our business organizations and not-for-profit community groups to advertise and promote their events and activities; and,
each of our BIA's and Chambers of Commerce information to be found in one common space.
This project was a joint initiative between the Alliston Business Improvement Association, Beeton-Tottenham Business Improvement Association, Alliston & District Chamber of Commerce and the Town. The Tottenham Beeton & District Chamber of Commerce chose to opt out. After its launch, the new directory was promoted through the partners by way of social media. It is important that the business community be engaged as much as possible to ensure that the database remains up to date and current. The Town and each of the 3 organizations have the ability to post information and edit content as required. This project cost $17,972.35 and moving forward there is a web hosting annual operating cost of approximately $400.
2) Installation of wayfinding signage
In 2011, the Town completed a branding exercise which included a complimenting signage program. Alongside this work, Roger Brooks and his company Destination Development International was retained to complete an Opportunity Assessment Report. The purpose of this project was to make it easier for visitors to navigate throughout the area and locate the downtowns, parking areas and locations of significant interest.
In 2014 and 2015, 24 vehicular wayfinding signs were installed which included community directional signs (arrows directing towards business districts and parking areas) and signage to direct traffic between the three communities. Each step in the implementation of the wayfinding signage program adds to developing a sense of place
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Report #ED-2016-02, May 9, 2016
for New Tecumseth and is important for the municipality in creating community pride and ownership. Total funds paid for signage and installation over both years was $28,412.04.
3) Comprehensive campaign for marketing and promotion
This initiative is in keeping with the County’s goal of pursuing effective regional marketing and promotion to consistently and effectively, GEL Creative was retained to complete this work. In an effort to foster a climate for business growth and improve communications with residents and investors, the following items have been developed and those applicable are being finalized and printed at this time.
a) Economic development promotion materials
- Update community profile
- Demographic statistics pamphlet
- Stock ad templates for economic development promotion and attraction
b) Online and print outreach/educational material targeted at residents and small businesses to help navigate municipal processes:
- Residential Guide
- Community businesses, specifically those providing services to visitors and tourists
- Area attractions and accommodations
- Community festivals and events
This campaign fosters a climate for business growth and will improve communications with both residents and investors. The tourism magazine titled ‘On the Way,’ will assist with the promotion of the downtowns and cultural organizations by increasing public awareness and attendance at community events. The magazine will be printed and also available online.
This initiative is complete and being printed. To date, $16,790.40 has been paid on the development of the materials, with $6,105.60 allocated to finish printing the promotional materials.
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Report #ED-2016-02, May 9, 2016
4) Training in the development of tools and resources to promote and support entrepreneurship
This initiative supports the training of staff in the Kauffman Foundation entrepreneurship development and facilitation program. The purpose being to enable staff the ability to provide more frequent, personal outreach and support to emerging businesses and greater collaboration with the New Tecumseth business development organizations including the BIAs and Chambers of Commerce. Staff are monitoring education opportunities and anticipate attending training within the next calendar year. The Kauffman Foundation training including travel and course fees will be approximately $5,500. Staff also have allocated $4,000 for the delivery of business week seminars as identified in the 2016/2017 Work Plan.
5) Completion of investment readiness assessment
In consultation with the providers of the ‘Investment Ready’ designation, a condensed version of investment readiness related training was held on February 1st, 2016 for staff and economic development stakeholders. Topics covered included a general overview of investment readiness, responding to investment inquiries and action planning on what the next steps are for New Tecumseth to become investment ready. This one day awareness training resulted in an action plan the municipality will follow to provide a foundation for a more comprehensive investment readiness program. The investment readiness initiative cost $3,349.14.
As requested in the fall of 2015, a status update was submitted to the County of the Simcoe regarding the progress of these above noted projects. County Economic Development staff have received that update and have confirmed that no further reporting is required on the 2013/2014 funds granted to New Tecumseth.
Total expenditures equal with $82,129.53, therefore leaving $17,870.47 to remain. Surplus funds remain as the Investment Readiness initiative was scaled down from the original proposal.
Confirmation has further been received from the County that money can be redistributed between the approved initiatives as required. Staff intend to use remaining grant funds to print addition copies of the information and marketing brochures as well as the tourism magazine in order to distribute to a wider audience. Magazines will be distributed through the County tourism network as well as in Earl Rowe Provincial Park, the Tottenham Conservation Area, development sales centres, the Welcome Wagon packages and BIA and Chamber offices.
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Next Steps – County of Simcoe Economic Development Transitional Funding 2016-2019
In the fall of 2015, the County of Simcoe’s Economic Development Sub-Committee committed to maintaining the funding program in a transitional manner in an effort to maintain momentum to support economic development at a local and regional level. A key point in their discussions was the need to have local commitment to economic development. It was acknowledged that some communities are already investing heavily in economic development, and the intention of the transitional funding is meant to support these efforts while also encouraging other municipalities to ramp up local support as well.
Approved by County Council in January 2016, the approved funding program is a transitional model with County funding declining as local municipal funding increases. The following chart outlines the funding arrangements for the continued program:
Year
$50,000
It is important to note that as New Tecumseth already maintains an Economic Development Department with a budget in excess of $50,000, therefore the required investment to be eligible for the County funds is fulfilled. The economic development program funding must be used to build upon the vision established in the County of Simcoe’s 10 year economic development strategy and the four pillars of focus:
1. Pursue partnerships and outreach in the community - demonstrate leadership and advocacy through the creation of collaborative partnerships to advance economic growth, business development and entrepreneurship.
2. Pursue effective regional marketing and promotion – consistently and effectively market its local strengths and assets to regional stakeholders, external investors, visitors and potential residents.
3. Support an innovative business culture – build upon existing strengths and assets to become a leader in Ontario for research and development, investment,
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Report #ED-2016-02, May 9, 2016
education and training and entrepreneurship in the health and wellness and green and environmental technologies industries.
4. Foster growth in regional tourism and cultural industries – build a thriving tourism and cultural sector with communities that offer a diverse range of rural, recreational and cultural experiences.
New Tecumseth’s 2016/2017 Work Plan was adopted by Council on February 8th, 2016. It was developed based on current economic analysis and utilizing the results of the Roger Brooks Opportunity Assessment Report, Downtown Enhancement Master Plan and Community Improvement Plan. The New Tecumseth Work Plan is strongly aligned with the County of Simcoe Economic Development Strategy.
COMMENTS AND CONSIDERATIONS
As noted in the approved 2016/2017 Economic Development Work Plan, New Tecumseth will need to utilize the $50,000 in 2016, $25,000 in 2017 and $12,500 in 2018 of economic development funding from the County of Simcoe to complete the initiatives identified.
In summary the projects to be completed are:
1. Development and implementation of an economic development strategy for the municipality
2. Continuation of the marketing & promotion campaign begun with previous County of Simcoe economic development funding
3. Continuation of the Town’s Downtown Themes & Signage Program
Attachment #1 to this report is the submission that will be filed with the County of Simcoe. It provides an outline of the proposed projects as well as an overview on the alignment between the Town’s Work Plan and the County 10 Year Economic Development Plan.
Progress reports will be required to be submitted to the County at the end of each year. In these status reports, progress will be noted as well as detailed information regarding the coming year’s projects. For example, once the economic development strategy is developed and approved by Council, in order to receive the next year’s funding, the project details for 2017 will be determined through the actions steps identified out of the strategy.
FINANCIAL CONSIDERATIONS
The project activities will be facilitated through the existing 2016 Economic Development County Funds capital account. The County grant will be reflected as revenue and projects costs as expenditures in the Economic Development budget
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moving forward. Working within existing resources, the Economic Development Coordinator will be responsible for project management.
Overview of Funds Requested from the County of Simcoe’s Economic Development Transitional Funding Program
Description Cost
Marketing & Promotion Campaign
Signage/Downtown Revitalization Initiatives
Continued Marketing & Promotion Campaign
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Report #ED-2016-02, May 9, 2016
Approved By: Department: Status: Mark Sirr, CPA, CMA Finance Approved - 05 May 2016 Brendan Holly CAO Approved - 05 May 2016
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PROPOSAL FOR ECONOMIC DEVELOPMENT FUNDING FROM THE COUNTY OF SIMCOE Objective The Town of New Tecumseth is proposing to utilize $87,500 in funding from the County of Simcoe to undertake 3 projects beginning in 2016 through until 2018 that will both further the goals of the County’s 10 Year Economic Development Strategy, as well as support the advancement of the economic and business development initiatives identified in the Town’s 2016/2017 Work Plan (Attachment #1). Background The Town of New Tecumseth’s 2016/2017 Economic Development Work Plan was adopted by Council in February 2016 and outlines the main activities of the Economic Development Office for the next two years. It is based on direction from the Town’s Strategic Plan and supports the municipality’s vision to knit together the diverse communities of New Tecumseth in order to support our rural, urban and agriculture heritage. The proposed initiatives are aimed at achieving the broad goals of supporting new and existing businesses through retention and expansion activities, data compilation and downtown revitalization initiatives. The intent is to focus on the Strategic Plan Objective of ‘Enhancing our Economic Viability’ through its corresponding Strategic Actions:
• Promote and encourage revitalizations projects in the downtown cores through the Downtown Enhancement Master Plan and the Community Improvement Plan.
• Support the initiatives and consider the advices of the Town’s economic development advisory committee.
• Undertake action to develop the municipality as a preferred destination for business investment in Simcoe County and the Greater Toronto Area.
• Encourage strategic partnerships to provide programs and services for the benefit of the business community.
• Promote and support small business development.
The Plan further strives to assist with the Strategic Plan’s Objective of Managing Growth and Development through the strategic action of encouraging and providing opportunities for the development of a broad range of businesses and industries in the Town. In addition to the Strategic Plan, the Town has the following Council approved plans: the Downtown Enhancement Master Plan, Community Improvement Plan and Opportunity Assessment completed by Roger Brooks from Destination Development International. Significant research and consultation was undertaken in the preparation of these strategic documents and the 2016/2017 Work Plan facilitates their implementation.
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As part of the Plan, the development of an overall Economic Development Strategic Plan is proposed with the intent to provide high level strategic direction for the Office moving forward. The remainder of the initiatives serve to deliver business retention and expansion support. When the current Work Plan was considered by Council, specific initiatives were identified as requiring the available funding through the County of Simcoe. In order to move forward with the Plan’s implementation, this submission is formally requesting funding assistance from the County’s Economic Development Transitional Funding for 2016-2019. Proposed Initiatives The Town of New Tecumseth is seeking resources to complete 3 projects identified in the Economic Development Work Plan designed to help existing businesses grow and facilitate the attraction of new investment in the community. In summary the projects are:
1. Development and implementation of an economic development strategy for the municipality
2. Continuation of the marketing & promotion campaign begun with previous County economic development funding
3. Continuation of the Town’s Downtown Themes & Signage Program In the Work Plan that was presented to Council for adoption, staff identified projects that would require assistance through the County of Simcoe’s Economic Development Transitional Funding program. Project Details: 1) Economic Development Strategy & Implementation The development of a municipal Economic Development Strategic Plan is a comprehensive and practical document that will outline and prioritize economic development efforts over the next few years. The purpose of the plan is to provide the guiding principles for positive community development and to build capacity to foster the local economy. The implementation of the plan once created will be equally important as the municipality is on the threshold of experiencing significant growth and considering key investments for improving municipal infrastructure. The creation of a strategy will enable a proactive multi-year plan to guide the Town’s economic development activities. The intention is to hire a consultant to help development the strategy as follows:
a) Base analysis including a background literature review, b) Stakeholder engagement & consultation c) Establish vision, goals and objectives d) Outline strategic actions and implementation plan with resources and timelines
outlined e) Monitoring and evaluation of the results and reporting back
County Goals Supported:
The development of an Economic Development Strategic Plan for the Town of New Tecumseth will direct all department initiatives and therefore will support each of the County’s Work Plan goals:
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• Pursue partnerships and outreach in the community - demonstrate leadership and advocacy through the creation of collaborative partnerships to advance economic growth, business development and entrepreneurship.
• Pursue effective regional marketing and promotion – consistently and effectively market its local strengths and assets to regional stakeholders, external investors, visitors and potential residents.
• Support an innovative business culture – build upon existing strengths and assets to become a leader in Ontario for research and development, investment, education and training and entrepreneurship in the health and wellness and green and environmental technologies industries.
• Foster growth in regional tourism and cultural industries – build a thriving tourism and cultural sector with communities that offer a diverse range of rural, recreational and cultural experiences.
Cost: The funds allocated for 2016 ($25,000) will focus on the retention of external resources and development of plan as noted above. The allocated funds for 2017 ($10,000) and 2018 ($7,500) will be used for the implementation of the strategic plan. Staff anticipate that there will be a number of activities prioritized through the stakeholder engagement and consultation that will assist to guiding the Town’s delivery of economic development services. As the municipality is required to report back in writing the results of their activities on an annual basis prior to receiving future payments, the specific activities for 2017 and 2018 will be identified at that time after the Plan has been adopted by the New Tecumseth Council. Once a request for proposal is issued, a report will be brought forward to Council that will outline the recommended strategy process and opportunities for Council involvement. 2) Continuation of Marketing & Promotion Campaign The proposed continuation of the marketing & promotion campaign demonstrates the municipality’s commitment to supporting existing businesses in conjunction with fostering new partnerships and providing outreach to the community. In addition, it will provide the municipality a much needed opportunity to communicate and promote the improvements to the delivery of municipal services.
a) Creation of a business package for Investing in Downtowns New Tecumseth/Operating in Downtown - Build onto community profile portfolio to customize a package for both current and
potential downtown business owners with improved messaging, summary of regulations/policies, incentives & support available. For example, sign by-law information, accessibility education, community improvement plan grant opportunities, etc.
- Re-establish semi-annual ‘New Tec’ Newsletter to business community. Shift focus to business assistance programs ie. youth apprenticeships, federal concierge services, VentureLab start up assistance, etc.
- Local highlights, development applications, opportunities for public input - 2 newsletters per year will assist with communicating opportunities but bring
awareness to the economic development services the Town is providing. b) Development of a media resource guide for businesses owners looking to promote
their new or existing businesses, products or events.
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c) Development of online resources to improve communications between businesses, partner organizations and the municipality surrounding the planning and development of industrial and commercial lands.
d) Development of regional tourism education and promotional materials including the creation of online and print resources to package and promote area attractions including but not limited to the steam train, specialty stores, conversation area, Gibson Centre and accommodations.
County Goals Supported:
• Foster growth in regional tourism and cultural industries – build a thriving tourism and cultural sector with communities that offer a diverse range of rural, recreational and cultural experiences.
• Pursue effective regional marketing and promotion – consistently and effectively market its local strengths and assets to regional stakeholders, external investors, visitors and potential residents.
Cost: The funds allocated to marketing and promotion include $5,000 each year to include further campaign development, purchase of media space and graphic design.
3) Continuation of the Town’s Downtown Themes & Signage Program
This initiative implements the recommendations from the Downtown Themes & Signage Program and the Opportunity Assessment completed in 2011 by Rogers Brooks and Destination Development International. The purpose of this project is to make it easier for visitors to navigate throughout the area and locate downtowns, parking areas and locations of significant interest. In keeping with the recommendations of the Downtown Enhancement Master Plan and corresponding Downtown Themes & Signage Program, the continuation of the program assists in developing a sense of place for New Tecumseth and is important for the municipality in creating a sense of community.
1) Clean up and disposal of existing signage as per the Roger Brook’s Opportunity Assessment and Downtown Themes & Signage Program
2) Continuation of installation as per Downtown Themes & Signage Program. County Goals Supported:
• Foster growth in regional tourism and cultural industries – build a thriving tourism and cultural sector with communities that offer a diverse range of rural, recreational and cultural experiences.
• Pursue effective regional marketing and promotion – consistently and effectively market its local strengths and assets to regional stakeholders, external investors, visitors and potential residents.
Cost: Funds allocated for this project in 2016 are $20,000, followed by $10,000 in 2017.
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Financial Considerations: The overview of requested County funds for the projects outlined is shown below. Pricing has been determined by preliminary quotations and past projects completed. Requests for proposals and quotations will be formally issued in order to carry out each project’s implementation. The Town of New Tecumseth’s Economic Development Office was created in 2007. Attachment #2 is the 2016 Economic Development department’s budget. It outlines the municipality’s ongoing commitment to providing economic development services.
Description Cost 2016 Development of an Economic Development Strategy Marketing & Promotion Campaign Town’s Signage Program Total:
$25,000 $ 5,000 $20,000
$10,000 $ 5,000 $10,000
$ 7,500 $ 5,000
Total Cost of Project $87,500
Attachments: 1 - New Tecumseth Economic Development 2016/2017 Work Plan 2 - New Tecumseth Economic Development 2016 Operating Budget 3 – Letters of Support from Business Organizations
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Town of New Tecumseth Economic Development 2016/2017 Work Plan Economic Development Strategic Priorities
- Begin work on an overall economic development strategy to guide the municipality in its future business development activities
- Further the implementation and promotion of the Downtown Enhancement Master Plan and Community Improvement Plan through community revitalization initiatives
- Act as the point of contact for businesses seeking business retention and expansion assistance through Town Hall and work with all Town departments to facilitate professional and proactive customer service
- Identify and develop relationships with economic development organizations and senior levels of government to leverage support available for approved initiatives *The highlighted activities are those that were identified as requiring funding assistance through the County of Simcoe’s Economic Development Transitional Funding program.
General To Do
Q2 Q3 Q4
Investment Readiness Assessment Training with McSweeney & Associates funded by the County
- Seminar will bring together Town economic development stakeholders to participate in 1 day seminar to indentify and better understand of investment readiness
- Took place Feb 1st, 2016 - Action plan to result
→
→ →
→ → →
Q1 Q2 Q3 Q4
- Automated statistics through consultant
- Business oriented events calendar - Vacant land database set up
Maintain up-to-date information on business directory
- Work with business organizations to ensure as accurate information as possible
- Oversee that updates are being completed
Organize annual Mayor’s Business Breakfast forum to allow member of Councils and our business community to meet to exchange information and ideas
through partnership with Nottawasaga Futures
- To be held in October each year
- Shift focus to business assistance programs ie. youth apprenticeships, federal concierge services, VentureLab start up assistance, etc.
- Local highlights, development applications, opportunities for public input
- Apply for County of Simcoe Funding - to assist with the continuation of the
current Marketing & Promotion campaign
Q1 Q2 Q3 Q4
Creation of a business package for Investing in Downtowns New Tecumseth/Operating in Downtown
- Build onto community profile package - Improved messaging, summary of
regulations/policies, incentives & support. I.e. sign by-law information, accessibility education, community improvement plan, etc.
“25 years of Business in New Tecumseth” - Recognition of longtime businesses in
the community for Town’s 25th anniversary
- Article in ED newsletter, social media, recognition at Council meeting
-
between key industry stakeholders and educate Council members of pertinent challenges businesses are facing
- 2 tours proposed a year - Themes to be agriculture,
manufacturing, retail, tourism, development sites, etc.
- Similar to tours Council completed in 2015
Downtown Revitalization Continuation of wayfinding signage program
- Next steps and development of wayfinding program to identify types of signs and proposed locations
- Including clean up per Brooks Report - Apply for County of Simcoe funding to
assist with the continuation of signage program
Q1 Q2 Q3 Q4
media, ED newsletter, website - Recognition of projects completed
Re-establish staff working group for the implementation of the Downtown Enhancement Master Plan
- Review plan and projects completed since working group last met in 2011
- Phasing plan to be proposed for future budgets
The New Tecumseth Economic Development 2016/2017 Work Plan was approved by Council Resolution #2016-019, February 18, 2016.
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Town of New Tecumseth Economic Development Department 2016 Operating Budget Revenue: Sundry Revenues $ 750.00 Total: $ 750.00 Expenditures: Salaries & Benefits $ 261,733.00 ** BIA Contribution $ 6,355.00 Initiatives $ 10,000.00 Consulting Services $ 2,500.00 Cost of Service Delivery $ 7,650.00 Total: $ 288,238.00 ** includes vacant position for the ED Director in budget
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May 2, 2016 Mayor Rick Milne Town of New Tecumseth 10 Wellington St E Alliston, On L9R 1A1 Dear Mayor Milne, The Alliston Business Improvement Association would like to confirm our support of the Town of New Tecumseth Economic Development Department’s initiatives for downtown revitalization. The Alliston BIA membership is the second largest employer in New Tecumseth, accompanied by the fact we are the second largest tax revenue provider for the town. We feel it is imperative to the progress of our town that our Town Council recognize and act by implementing a foundational economic development strategy and prioritize any future project efforts. Our membership feels that a strong economic development strategy will help to keep us competitive within the group of progressive towns who have economic development support. The ABIA has already started marketing initiatives and will continue to work collaboratively with town staff to continue to promote our town to the tourism industry. This letter will serve to confirm that on behalf of the Alliston BIA membership our Board of Directors supports the Economic Development work plan submitted by the Town of New Tecumseth Economic Development Department and adopted by Town Council. Sincerely,
Mike Jerry Linda Spurr ABIA Chair ABIA General Manager
Alliston Business Improvement Association 51 Victoria Street EAST Alliston, Ontario L9R 1L5 705-435-1787 [email protected] www.rurban.ca
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Beeton Tottenham Business Improvement Association (BTBIA) supports the Economic
Development work plan as adopted by the Town of New Tecumseth council. The BTBIA
identifies the need for a foundational economic development strategy for the town to use
to prioritize future economic development efforts within our community. We are eager to
work together on future economic development projects. Downtown revitalization is
important to the economic health of our community and to our small business owners.
The downtown revitalization initiatives identified through the Downtown Enhancement
Revitalization plan, Downtown Themes and Signage Program and the Roger Brooks
Opportunity Assessment are important to be addressed and completed.
Sincerely,
PROPOSAL FOR 2016-2019 ECONOMIC DEVELOPMENT TRANSITIONAL FUNDING FROM THE COUNTY OF SIMCOE
RECOMMENDATION
That Report #ED-2016-02, describing the proposed economic development initiatives to utilize the funding available from the County of Simcoe, be received;
AND THAT Council authorize staff to apply for the funding program for the multi-year proposal as outlined in Report #ED-2016-02;
AND THAT Council authorize staff to incorporate budgetary implications associated with the application in current and future budgets as outlined in Report #ED-2016-02.
OBJECTIVE
The Economic Development Department has the opportunity to continue several new projects during 2016 through until 2018 utilizing $87,500 in funding from the County of Simcoe. These projects will support the advancement of a number of economic and business development initiatives identified in the approved 2016/2017 Economic Development Work Plan.
BACKGROUND
County Economic Development Stimulus Funding 2013/2014
In 2013 and 2014, the County of Simcoe dedicated funding to local municipalities to assist in the advancement of local economic development initiatives that met both the local and the county economic development needs. Each municipality was able to access up to $50,000 in both 2013 and 2014 based upon submission of an approved economic development work plan that helps to achieve the goals and objectives of the County’s 10-year Economic Development Strategy.
The Town of New Tecumseth was successful in securing $100,000 from the County of Simcoe to undertake initiatives with the goal of helping existing businesses grow and facilitate the attraction of new investment to the community. The projects were as follows:
1. Creation of an online business directory for local businesses; 2. Installation of wayfinding signage; 3. Comprehensive campaign for marketing and promotion;
Report #ED-2016-02, May 9, 2016
4. Training in the development of tools and resources to promote and support entrepreneurship;
5. Completion of investment readiness assessment.
The following is a brief overview and update on the status of these projects.
1) Creation of an online business directory for local businesses
The online business directory www.discovernewtecumseth.ca was created by the consulting company Digital Echidna and went live in July 2015.
The purpose and result of this initiative is to provide an easy and efficient way for:
residents, local businesses and visitors to locate goods and services locally
the Economic Development Department to communicate directly with the business community regarding business opportunities, special events, training, etc.
our business organizations and not-for-profit community groups to advertise and promote their events and activities; and,
each of our BIA's and Chambers of Commerce information to be found in one common space.
This project was a joint initiative between the Alliston Business Improvement Association, Beeton-Tottenham Business Improvement Association, Alliston & District Chamber of Commerce and the Town. The Tottenham Beeton & District Chamber of Commerce chose to opt out. After its launch, the new directory was promoted through the partners by way of social media. It is important that the business community be engaged as much as possible to ensure that the database remains up to date and current. The Town and each of the 3 organizations have the ability to post information and edit content as required. This project cost $17,972.35 and moving forward there is a web hosting annual operating cost of approximately $400.
2) Installation of wayfinding signage
In 2011, the Town completed a branding exercise which included a complimenting signage program. Alongside this work, Roger Brooks and his company Destination Development International was retained to complete an Opportunity Assessment Report. The purpose of this project was to make it easier for visitors to navigate throughout the area and locate the downtowns, parking areas and locations of significant interest.
In 2014 and 2015, 24 vehicular wayfinding signs were installed which included community directional signs (arrows directing towards business districts and parking areas) and signage to direct traffic between the three communities. Each step in the implementation of the wayfinding signage program adds to developing a sense of place
Page 2 of 20
Report #ED-2016-02, May 9, 2016
for New Tecumseth and is important for the municipality in creating community pride and ownership. Total funds paid for signage and installation over both years was $28,412.04.
3) Comprehensive campaign for marketing and promotion
This initiative is in keeping with the County’s goal of pursuing effective regional marketing and promotion to consistently and effectively, GEL Creative was retained to complete this work. In an effort to foster a climate for business growth and improve communications with residents and investors, the following items have been developed and those applicable are being finalized and printed at this time.
a) Economic development promotion materials
- Update community profile
- Demographic statistics pamphlet
- Stock ad templates for economic development promotion and attraction
b) Online and print outreach/educational material targeted at residents and small businesses to help navigate municipal processes:
- Residential Guide
- Community businesses, specifically those providing services to visitors and tourists
- Area attractions and accommodations
- Community festivals and events
This campaign fosters a climate for business growth and will improve communications with both residents and investors. The tourism magazine titled ‘On the Way,’ will assist with the promotion of the downtowns and cultural organizations by increasing public awareness and attendance at community events. The magazine will be printed and also available online.
This initiative is complete and being printed. To date, $16,790.40 has been paid on the development of the materials, with $6,105.60 allocated to finish printing the promotional materials.
Page 3 of 20
Report #ED-2016-02, May 9, 2016
4) Training in the development of tools and resources to promote and support entrepreneurship
This initiative supports the training of staff in the Kauffman Foundation entrepreneurship development and facilitation program. The purpose being to enable staff the ability to provide more frequent, personal outreach and support to emerging businesses and greater collaboration with the New Tecumseth business development organizations including the BIAs and Chambers of Commerce. Staff are monitoring education opportunities and anticipate attending training within the next calendar year. The Kauffman Foundation training including travel and course fees will be approximately $5,500. Staff also have allocated $4,000 for the delivery of business week seminars as identified in the 2016/2017 Work Plan.
5) Completion of investment readiness assessment
In consultation with the providers of the ‘Investment Ready’ designation, a condensed version of investment readiness related training was held on February 1st, 2016 for staff and economic development stakeholders. Topics covered included a general overview of investment readiness, responding to investment inquiries and action planning on what the next steps are for New Tecumseth to become investment ready. This one day awareness training resulted in an action plan the municipality will follow to provide a foundation for a more comprehensive investment readiness program. The investment readiness initiative cost $3,349.14.
As requested in the fall of 2015, a status update was submitted to the County of the Simcoe regarding the progress of these above noted projects. County Economic Development staff have received that update and have confirmed that no further reporting is required on the 2013/2014 funds granted to New Tecumseth.
Total expenditures equal with $82,129.53, therefore leaving $17,870.47 to remain. Surplus funds remain as the Investment Readiness initiative was scaled down from the original proposal.
Confirmation has further been received from the County that money can be redistributed between the approved initiatives as required. Staff intend to use remaining grant funds to print addition copies of the information and marketing brochures as well as the tourism magazine in order to distribute to a wider audience. Magazines will be distributed through the County tourism network as well as in Earl Rowe Provincial Park, the Tottenham Conservation Area, development sales centres, the Welcome Wagon packages and BIA and Chamber offices.
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Next Steps – County of Simcoe Economic Development Transitional Funding 2016-2019
In the fall of 2015, the County of Simcoe’s Economic Development Sub-Committee committed to maintaining the funding program in a transitional manner in an effort to maintain momentum to support economic development at a local and regional level. A key point in their discussions was the need to have local commitment to economic development. It was acknowledged that some communities are already investing heavily in economic development, and the intention of the transitional funding is meant to support these efforts while also encouraging other municipalities to ramp up local support as well.
Approved by County Council in January 2016, the approved funding program is a transitional model with County funding declining as local municipal funding increases. The following chart outlines the funding arrangements for the continued program:
Year
$50,000
It is important to note that as New Tecumseth already maintains an Economic Development Department with a budget in excess of $50,000, therefore the required investment to be eligible for the County funds is fulfilled. The economic development program funding must be used to build upon the vision established in the County of Simcoe’s 10 year economic development strategy and the four pillars of focus:
1. Pursue partnerships and outreach in the community - demonstrate leadership and advocacy through the creation of collaborative partnerships to advance economic growth, business development and entrepreneurship.
2. Pursue effective regional marketing and promotion – consistently and effectively market its local strengths and assets to regional stakeholders, external investors, visitors and potential residents.
3. Support an innovative business culture – build upon existing strengths and assets to become a leader in Ontario for research and development, investment,
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Report #ED-2016-02, May 9, 2016
education and training and entrepreneurship in the health and wellness and green and environmental technologies industries.
4. Foster growth in regional tourism and cultural industries – build a thriving tourism and cultural sector with communities that offer a diverse range of rural, recreational and cultural experiences.
New Tecumseth’s 2016/2017 Work Plan was adopted by Council on February 8th, 2016. It was developed based on current economic analysis and utilizing the results of the Roger Brooks Opportunity Assessment Report, Downtown Enhancement Master Plan and Community Improvement Plan. The New Tecumseth Work Plan is strongly aligned with the County of Simcoe Economic Development Strategy.
COMMENTS AND CONSIDERATIONS
As noted in the approved 2016/2017 Economic Development Work Plan, New Tecumseth will need to utilize the $50,000 in 2016, $25,000 in 2017 and $12,500 in 2018 of economic development funding from the County of Simcoe to complete the initiatives identified.
In summary the projects to be completed are:
1. Development and implementation of an economic development strategy for the municipality
2. Continuation of the marketing & promotion campaign begun with previous County of Simcoe economic development funding
3. Continuation of the Town’s Downtown Themes & Signage Program
Attachment #1 to this report is the submission that will be filed with the County of Simcoe. It provides an outline of the proposed projects as well as an overview on the alignment between the Town’s Work Plan and the County 10 Year Economic Development Plan.
Progress reports will be required to be submitted to the County at the end of each year. In these status reports, progress will be noted as well as detailed information regarding the coming year’s projects. For example, once the economic development strategy is developed and approved by Council, in order to receive the next year’s funding, the project details for 2017 will be determined through the actions steps identified out of the strategy.
FINANCIAL CONSIDERATIONS
The project activities will be facilitated through the existing 2016 Economic Development County Funds capital account. The County grant will be reflected as revenue and projects costs as expenditures in the Economic Development budget
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moving forward. Working within existing resources, the Economic Development Coordinator will be responsible for project management.
Overview of Funds Requested from the County of Simcoe’s Economic Development Transitional Funding Program
Description Cost
Marketing & Promotion Campaign
Signage/Downtown Revitalization Initiatives
Continued Marketing & Promotion Campaign
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Report #ED-2016-02, May 9, 2016
Approved By: Department: Status: Mark Sirr, CPA, CMA Finance Approved - 05 May 2016 Brendan Holly CAO Approved - 05 May 2016
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PROPOSAL FOR ECONOMIC DEVELOPMENT FUNDING FROM THE COUNTY OF SIMCOE Objective The Town of New Tecumseth is proposing to utilize $87,500 in funding from the County of Simcoe to undertake 3 projects beginning in 2016 through until 2018 that will both further the goals of the County’s 10 Year Economic Development Strategy, as well as support the advancement of the economic and business development initiatives identified in the Town’s 2016/2017 Work Plan (Attachment #1). Background The Town of New Tecumseth’s 2016/2017 Economic Development Work Plan was adopted by Council in February 2016 and outlines the main activities of the Economic Development Office for the next two years. It is based on direction from the Town’s Strategic Plan and supports the municipality’s vision to knit together the diverse communities of New Tecumseth in order to support our rural, urban and agriculture heritage. The proposed initiatives are aimed at achieving the broad goals of supporting new and existing businesses through retention and expansion activities, data compilation and downtown revitalization initiatives. The intent is to focus on the Strategic Plan Objective of ‘Enhancing our Economic Viability’ through its corresponding Strategic Actions:
• Promote and encourage revitalizations projects in the downtown cores through the Downtown Enhancement Master Plan and the Community Improvement Plan.
• Support the initiatives and consider the advices of the Town’s economic development advisory committee.
• Undertake action to develop the municipality as a preferred destination for business investment in Simcoe County and the Greater Toronto Area.
• Encourage strategic partnerships to provide programs and services for the benefit of the business community.
• Promote and support small business development.
The Plan further strives to assist with the Strategic Plan’s Objective of Managing Growth and Development through the strategic action of encouraging and providing opportunities for the development of a broad range of businesses and industries in the Town. In addition to the Strategic Plan, the Town has the following Council approved plans: the Downtown Enhancement Master Plan, Community Improvement Plan and Opportunity Assessment completed by Roger Brooks from Destination Development International. Significant research and consultation was undertaken in the preparation of these strategic documents and the 2016/2017 Work Plan facilitates their implementation.
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As part of the Plan, the development of an overall Economic Development Strategic Plan is proposed with the intent to provide high level strategic direction for the Office moving forward. The remainder of the initiatives serve to deliver business retention and expansion support. When the current Work Plan was considered by Council, specific initiatives were identified as requiring the available funding through the County of Simcoe. In order to move forward with the Plan’s implementation, this submission is formally requesting funding assistance from the County’s Economic Development Transitional Funding for 2016-2019. Proposed Initiatives The Town of New Tecumseth is seeking resources to complete 3 projects identified in the Economic Development Work Plan designed to help existing businesses grow and facilitate the attraction of new investment in the community. In summary the projects are:
1. Development and implementation of an economic development strategy for the municipality
2. Continuation of the marketing & promotion campaign begun with previous County economic development funding
3. Continuation of the Town’s Downtown Themes & Signage Program In the Work Plan that was presented to Council for adoption, staff identified projects that would require assistance through the County of Simcoe’s Economic Development Transitional Funding program. Project Details: 1) Economic Development Strategy & Implementation The development of a municipal Economic Development Strategic Plan is a comprehensive and practical document that will outline and prioritize economic development efforts over the next few years. The purpose of the plan is to provide the guiding principles for positive community development and to build capacity to foster the local economy. The implementation of the plan once created will be equally important as the municipality is on the threshold of experiencing significant growth and considering key investments for improving municipal infrastructure. The creation of a strategy will enable a proactive multi-year plan to guide the Town’s economic development activities. The intention is to hire a consultant to help development the strategy as follows:
a) Base analysis including a background literature review, b) Stakeholder engagement & consultation c) Establish vision, goals and objectives d) Outline strategic actions and implementation plan with resources and timelines
outlined e) Monitoring and evaluation of the results and reporting back
County Goals Supported:
The development of an Economic Development Strategic Plan for the Town of New Tecumseth will direct all department initiatives and therefore will support each of the County’s Work Plan goals:
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• Pursue partnerships and outreach in the community - demonstrate leadership and advocacy through the creation of collaborative partnerships to advance economic growth, business development and entrepreneurship.
• Pursue effective regional marketing and promotion – consistently and effectively market its local strengths and assets to regional stakeholders, external investors, visitors and potential residents.
• Support an innovative business culture – build upon existing strengths and assets to become a leader in Ontario for research and development, investment, education and training and entrepreneurship in the health and wellness and green and environmental technologies industries.
• Foster growth in regional tourism and cultural industries – build a thriving tourism and cultural sector with communities that offer a diverse range of rural, recreational and cultural experiences.
Cost: The funds allocated for 2016 ($25,000) will focus on the retention of external resources and development of plan as noted above. The allocated funds for 2017 ($10,000) and 2018 ($7,500) will be used for the implementation of the strategic plan. Staff anticipate that there will be a number of activities prioritized through the stakeholder engagement and consultation that will assist to guiding the Town’s delivery of economic development services. As the municipality is required to report back in writing the results of their activities on an annual basis prior to receiving future payments, the specific activities for 2017 and 2018 will be identified at that time after the Plan has been adopted by the New Tecumseth Council. Once a request for proposal is issued, a report will be brought forward to Council that will outline the recommended strategy process and opportunities for Council involvement. 2) Continuation of Marketing & Promotion Campaign The proposed continuation of the marketing & promotion campaign demonstrates the municipality’s commitment to supporting existing businesses in conjunction with fostering new partnerships and providing outreach to the community. In addition, it will provide the municipality a much needed opportunity to communicate and promote the improvements to the delivery of municipal services.
a) Creation of a business package for Investing in Downtowns New Tecumseth/Operating in Downtown - Build onto community profile portfolio to customize a package for both current and
potential downtown business owners with improved messaging, summary of regulations/policies, incentives & support available. For example, sign by-law information, accessibility education, community improvement plan grant opportunities, etc.
- Re-establish semi-annual ‘New Tec’ Newsletter to business community. Shift focus to business assistance programs ie. youth apprenticeships, federal concierge services, VentureLab start up assistance, etc.
- Local highlights, development applications, opportunities for public input - 2 newsletters per year will assist with communicating opportunities but bring
awareness to the economic development services the Town is providing. b) Development of a media resource guide for businesses owners looking to promote
their new or existing businesses, products or events.
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c) Development of online resources to improve communications between businesses, partner organizations and the municipality surrounding the planning and development of industrial and commercial lands.
d) Development of regional tourism education and promotional materials including the creation of online and print resources to package and promote area attractions including but not limited to the steam train, specialty stores, conversation area, Gibson Centre and accommodations.
County Goals Supported:
• Foster growth in regional tourism and cultural industries – build a thriving tourism and cultural sector with communities that offer a diverse range of rural, recreational and cultural experiences.
• Pursue effective regional marketing and promotion – consistently and effectively market its local strengths and assets to regional stakeholders, external investors, visitors and potential residents.
Cost: The funds allocated to marketing and promotion include $5,000 each year to include further campaign development, purchase of media space and graphic design.
3) Continuation of the Town’s Downtown Themes & Signage Program
This initiative implements the recommendations from the Downtown Themes & Signage Program and the Opportunity Assessment completed in 2011 by Rogers Brooks and Destination Development International. The purpose of this project is to make it easier for visitors to navigate throughout the area and locate downtowns, parking areas and locations of significant interest. In keeping with the recommendations of the Downtown Enhancement Master Plan and corresponding Downtown Themes & Signage Program, the continuation of the program assists in developing a sense of place for New Tecumseth and is important for the municipality in creating a sense of community.
1) Clean up and disposal of existing signage as per the Roger Brook’s Opportunity Assessment and Downtown Themes & Signage Program
2) Continuation of installation as per Downtown Themes & Signage Program. County Goals Supported:
• Foster growth in regional tourism and cultural industries – build a thriving tourism and cultural sector with communities that offer a diverse range of rural, recreational and cultural experiences.
• Pursue effective regional marketing and promotion – consistently and effectively market its local strengths and assets to regional stakeholders, external investors, visitors and potential residents.
Cost: Funds allocated for this project in 2016 are $20,000, followed by $10,000 in 2017.
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Financial Considerations: The overview of requested County funds for the projects outlined is shown below. Pricing has been determined by preliminary quotations and past projects completed. Requests for proposals and quotations will be formally issued in order to carry out each project’s implementation. The Town of New Tecumseth’s Economic Development Office was created in 2007. Attachment #2 is the 2016 Economic Development department’s budget. It outlines the municipality’s ongoing commitment to providing economic development services.
Description Cost 2016 Development of an Economic Development Strategy Marketing & Promotion Campaign Town’s Signage Program Total:
$25,000 $ 5,000 $20,000
$10,000 $ 5,000 $10,000
$ 7,500 $ 5,000
Total Cost of Project $87,500
Attachments: 1 - New Tecumseth Economic Development 2016/2017 Work Plan 2 - New Tecumseth Economic Development 2016 Operating Budget 3 – Letters of Support from Business Organizations
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Town of New Tecumseth Economic Development 2016/2017 Work Plan Economic Development Strategic Priorities
- Begin work on an overall economic development strategy to guide the municipality in its future business development activities
- Further the implementation and promotion of the Downtown Enhancement Master Plan and Community Improvement Plan through community revitalization initiatives
- Act as the point of contact for businesses seeking business retention and expansion assistance through Town Hall and work with all Town departments to facilitate professional and proactive customer service
- Identify and develop relationships with economic development organizations and senior levels of government to leverage support available for approved initiatives *The highlighted activities are those that were identified as requiring funding assistance through the County of Simcoe’s Economic Development Transitional Funding program.
General To Do
Q2 Q3 Q4
Investment Readiness Assessment Training with McSweeney & Associates funded by the County
- Seminar will bring together Town economic development stakeholders to participate in 1 day seminar to indentify and better understand of investment readiness
- Took place Feb 1st, 2016 - Action plan to result
→
→ →
→ → →
Q1 Q2 Q3 Q4
- Automated statistics through consultant
- Business oriented events calendar - Vacant land database set up
Maintain up-to-date information on business directory
- Work with business organizations to ensure as accurate information as possible
- Oversee that updates are being completed
Organize annual Mayor’s Business Breakfast forum to allow member of Councils and our business community to meet to exchange information and ideas
through partnership with Nottawasaga Futures
- To be held in October each year
- Shift focus to business assistance programs ie. youth apprenticeships, federal concierge services, VentureLab start up assistance, etc.
- Local highlights, development applications, opportunities for public input
- Apply for County of Simcoe Funding - to assist with the continuation of the
current Marketing & Promotion campaign
Q1 Q2 Q3 Q4
Creation of a business package for Investing in Downtowns New Tecumseth/Operating in Downtown
- Build onto community profile package - Improved messaging, summary of
regulations/policies, incentives & support. I.e. sign by-law information, accessibility education, community improvement plan, etc.
“25 years of Business in New Tecumseth” - Recognition of longtime businesses in
the community for Town’s 25th anniversary
- Article in ED newsletter, social media, recognition at Council meeting
-
between key industry stakeholders and educate Council members of pertinent challenges businesses are facing
- 2 tours proposed a year - Themes to be agriculture,
manufacturing, retail, tourism, development sites, etc.
- Similar to tours Council completed in 2015
Downtown Revitalization Continuation of wayfinding signage program
- Next steps and development of wayfinding program to identify types of signs and proposed locations
- Including clean up per Brooks Report - Apply for County of Simcoe funding to
assist with the continuation of signage program
Q1 Q2 Q3 Q4
media, ED newsletter, website - Recognition of projects completed
Re-establish staff working group for the implementation of the Downtown Enhancement Master Plan
- Review plan and projects completed since working group last met in 2011
- Phasing plan to be proposed for future budgets
The New Tecumseth Economic Development 2016/2017 Work Plan was approved by Council Resolution #2016-019, February 18, 2016.
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Town of New Tecumseth Economic Development Department 2016 Operating Budget Revenue: Sundry Revenues $ 750.00 Total: $ 750.00 Expenditures: Salaries & Benefits $ 261,733.00 ** BIA Contribution $ 6,355.00 Initiatives $ 10,000.00 Consulting Services $ 2,500.00 Cost of Service Delivery $ 7,650.00 Total: $ 288,238.00 ** includes vacant position for the ED Director in budget
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May 2, 2016 Mayor Rick Milne Town of New Tecumseth 10 Wellington St E Alliston, On L9R 1A1 Dear Mayor Milne, The Alliston Business Improvement Association would like to confirm our support of the Town of New Tecumseth Economic Development Department’s initiatives for downtown revitalization. The Alliston BIA membership is the second largest employer in New Tecumseth, accompanied by the fact we are the second largest tax revenue provider for the town. We feel it is imperative to the progress of our town that our Town Council recognize and act by implementing a foundational economic development strategy and prioritize any future project efforts. Our membership feels that a strong economic development strategy will help to keep us competitive within the group of progressive towns who have economic development support. The ABIA has already started marketing initiatives and will continue to work collaboratively with town staff to continue to promote our town to the tourism industry. This letter will serve to confirm that on behalf of the Alliston BIA membership our Board of Directors supports the Economic Development work plan submitted by the Town of New Tecumseth Economic Development Department and adopted by Town Council. Sincerely,
Mike Jerry Linda Spurr ABIA Chair ABIA General Manager
Alliston Business Improvement Association 51 Victoria Street EAST Alliston, Ontario L9R 1L5 705-435-1787 [email protected] www.rurban.ca
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Beeton Tottenham Business Improvement Association (BTBIA) supports the Economic
Development work plan as adopted by the Town of New Tecumseth council. The BTBIA
identifies the need for a foundational economic development strategy for the town to use
to prioritize future economic development efforts within our community. We are eager to
work together on future economic development projects. Downtown revitalization is
important to the economic health of our community and to our small business owners.
The downtown revitalization initiatives identified through the Downtown Enhancement
Revitalization plan, Downtown Themes and Signage Program and the Roger Brooks
Opportunity Assessment are important to be addressed and completed.
Sincerely,
