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JULY/AUGUST 2004 l exchangemagazine.com l 7

Back to BusinessBY JON ROHR

Iam really trying hard to avoid talking about the federalelection. I’m delighted to see we have responsible leader-ship figures, politicians our young can look up to. Sure I

am. I rue the day when my daughter informs me that whenshe grows up, she’s going to be just like them. I can only say,tongue in cheek, ‘Oh I can’t wait.’ Having lately endured thepoliticians’ clever use of spam, the immediate clemency forslanderous remarks, and advertising mis-representations that simply are notvaguely true, knowing that my daughtercould one day reach these heights …well, it puts me completely at ease.

In this issue of Exchange we featurethe 50th anniversary of one of the mostrespected media outlets this communi-ty has developed - CKCO TV. Under theleadership of only three CEO’s, CKCOTV has evolved with measurable suc-cess. The feature, written by Paul Knowles, will remindyou of all the local programming this television stationonce produced for the community. Currently, local CKCOprogramming averages 2.5 hours a day, consisting of newsand current event programming. Local content was scaledback in the early 90s, replaced by network and syndicatedprograms more in tune with viewers’ choices. Quite sim-ply, advertisers want bang for their buck, they want mar-ket share. What now gets aired is programming that drawsthe biggest crowds. In a recent announcement CTV Presi-dent of Programming and Chair of the Media GroupSusanne Boyce unveiled “plans for a new, dominant, 52week schedule; one that delivers continuous, first-run pro-gramming through the entire year, beginning now.” Sinceit first aired its first broadcast, CKCO, now a CTV affiliate,

has been the dominant television station in its largebroadcast area.

The ongoing battle between our local, post-secondaryeducation institutions is going to get worse, mainly becauseUniversities and Colleges continue to be under-funded. In aCouncil of Ontario Universities press release, Dr. RichardVan Loon, Chair of the council and president of Carleton

University said, “We are disappointedthat the government has not increasedthe Quality Assurance Fund as anticipat-ed in the 2003 budget announcement.This will further delay our moving from10th out of 10 in provincial funding perstudent.” Claims have been made thatthe “Universities are pressing for funds atthe expense of the colleges.” As a resultthe institutions have taken a hardenedstance that has resulted in a further

polarization of position. Missed opportunities are now com-monplace. As an outcome of a deteriorating relationship,alliances and shared community benefits have been lostand group tension increased. In an effort to grow degreeprograms, Conestoga College went to Windsor Universityfor some jointly produced MBA programs. This academicbattle has resulted in the introduction of Windsor Universityat Conestoga College, and in a separate union Humber Col-lege at the University of Guelph. Cooperation is occurringbut not between logical, local part-ners. The prize for such cooperationis more funding, and the growingaccessibility of local post secondaryeducation for students with a lessthan “A” average.

PUBLISHER’S NOTE

JON ROHR IS

EDITOR AND PUBLISHER

OF EXCHANGE

MAGAZINE FOR

BUSINESSe-mail: editor@exchangemagazine.com

Northwest Airlines have truly putthe “International” into theRegion of Waterloo InternationalAirport. Northwest celebrated itsWaterloo - Detroit service with amedia information flight.

(Above left): A Northwest 747 aircraft sits parked outside the main terminal building at Detroit'sWorldGateway. (Above right): Passengers walk past a water feature as an airport tram passes overheadinside Detroit's WorldGateway hub. (Bottom right): Passengers boarding a Northwest flight to Detroit atthe Waterloo Region International Airport.

8 l exchangemagazine.com l JULY/AUGUST 2004

BUSINESS MONITOR

Oktoberfest is a year-long event – as count-less Oktoberfest volunteers are well

aware. While participants enjoy those festivedays in October, Oktoberfest volunteers knowabout all the work done well in advance of theevent – as well as those special Oktoberfest-related events that take place throughout the year.

Months before the tapping of the kegs andthe corporate night, a subtle Bavarian charmalready blankets Kitchener-Waterloo. Likeelves in Santa’s workshop, they are diligentlypreparing for thousands of visitors this fall.Approximately 300 volunteers are working tomake everything ready. Representing numer-ous committees, together they create themost famous, and most enjoyable, BavarianFestival, outside Munich.

One sign that Oktoberfest has officiallyincreased the pace is the launch of the Okto-berfest Lottery. “For the last four months,we’ve been getting our sponsors and prizeslined up,” says Markus Stranz, investmentadvisor with National Bank Financial by dayand volunteer Oktoberfest Lottery Chair bynight. As a seasonal kick-off (this year takingplace July 8), the 2004 Onkel Hans Lottery isone of many reasons the festival continues tosucceed during such challenging times. Thelottery raises money for local charities.

And, with the simple premise – buy a tick-et, have a chance to win some prizes – it’s fun.This year there are nine prizes, twice the num-ber in 2003. Total value is $14,725; GrandPrize is return tickets for two to Dusseldorf,Germany, two rail Europe passes, and sixnights’ accommodation at a heritage Roman-tik Hotel, provided by LTU World Wide airlines.And there eight more prizes! The Lottery hasbeen around for more than 20 years.

Non-profit groups can raise money by sell-ing Oktoberfest Lottery tickets. In 2003, 17groups raised $20,000; this year, Stranz hopesto raise $30,000, with 30 groups involved.“Some groups have raised over $5000,” addsStranz. For those who don’t have the adminis-tration or office set-up to manage licensingand marketing, this annual event provides agood fundraising opportunity with the addedbonus of association with, and assistancefrom, a recognized and respected communityfestival — K-W Oktoberfest.

The 2004 Onkel Hans Lottery is getting anearlier start than last year. Stranz, who hasbeen involved with the lottery committeesince 1997, and chair since 2001, gives someadvice for those selling lottery tickets: “It’s upto the organizations involved to be as aggres-sive as they can. They keep 40% of what theysell, for interested sport groups, service clubsetc. … When you look at it from an organiza-tion’s standpoint, they say it’s a great opportunity, because there is no obligation ontheir part, which is an easy way for them to raise funds.”

Annual challenges have including raisingdonations for the prize table and findingorganizations to benefit from these once-a-

The committee works with local corporateorganizers wanting to provide “a taste of localcharm.” And it’s for groups of all sizes. “Whatpeople get confused is that they feel they haveto bring in a group of 200, 300 or 500 peopleand make it a convention, where in fact anevent could have 20 to 30 people, in a smallconvention room. We can pull an Oktoberfestatmosphere together and promote Kitchener-Waterloo Oktoberfest,” says Kreller, an Oktoberfest volunteer since 1986.

“You can add an Oktoberfest event to yourbus trips,” adds Lisa Reaume, of Reaume Mar-keting Group. Recently, Manulife held a suc-cessful event which attracted 400 people fromaround Canada. “It was such a great event forOktoberfest, people would leave the event andtalk about Oktoberfest across the country,”says a smiling Kreller. The Conventions Committee“is almost like the area’s best kept secret”.

The event can be “as much as you want.”Groups may want an accordion player, andOnkel Hans, or for the full effect, a full OOMPAH PAH band with Miss Oktoberfest and allthe trimmings. To find out more about moreabout these Oktoberfest programs, or to getinvolved as a group selling lottery tickets,call the Oktoberfest office at (519) 570-4267or, specifically related to the lottery, contactMarcus Stranz at (519) 742-1530; e-mailmark.stranz@nbf.ca.

July – the perfect time to getready for Oktoberfest

year fund raising opportunities. “The keybehind this whole thing is that we’re local,supporting local organizations to raise funds,that get spent locally” says Oktoberfest Direc-tor and volunteer Mark Kreller.

Oktoberfest, anytime!Another Oktoberfest feature drawing atten-

tion is the Conventions Committee, a year-round program that keeps Bavarian cheer alivethroughout the entire year, providing a taste ofOktoberfest any time of the year.

WELCOME TO DETROIT WORLDGATEWAY

Markus Stranz, Onkel Hans Lottery Chair.

PHOT

OS: M

ARTI

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MPR

ECHT

JULY/AUGUST 2004 l exchangemagazine.com l 9

BUSINESS MONITOR

In a strategic move, John Thomp-son, CEO of United Way of

Kitchener-Waterloo, Wellesley,Wilmot and Woolwich, is position-ing the organization to meet thegrowing demands of the commu-nities it serves. By organizingstrategies into what Thompsonterms “Community Impact Areas,”the social entrepreneurial organiza-tion is again raising the bar in thequest to “strengthen the communi-ty for all”. The five Impact Areasare: 1) Promoting Children & Youth toSucceed; 2) Strengthening Families; 3) Supporting basic needs and Pro-

moting Self Sufficiency; 4) Building Inclusive Neighbourhoods & Communities; 5) Supporting Seniors & People with Disabilities.

People familiar with the United Way would be correctin assuming the organization focuses has changed. His-torically, the 63-year-old organization has worked withand funded member agencies in two areas – interven-tion programs and treatment programs. Recently theUnited Way concluded a dialogue session with thosesame agencies with the strategic result of the emergenceof a third focus – prevention programs. Designed to

John Thompson, CEO oflocal United Way.

Waterloo Wellington Raining AdjustmentBoard (WWTAB) released its 2004 Labour

Market - Community Profile of Waterloo Regionand Wellington County. The report uses censusdata from the 1996-2001 census and providesestimates up to February 2004.

The top 3 occupations in 2001 were Tradesand Skilled Transport Equipment Operators, 10%,Middle and other Management Occupations,9.1% and Clerical Occupations, 8.9%.

When compared to Ontario, WaterlooWellington is more concentrated in the followingoccupations: Trade and skilled TransportEquipment Operators - 19% more specialized;Processing and Manufacturing MachineOperators and Assemblers - 53% more special-ized; Labourers in Processing Manufacturing, andUtilities - 49% more specialized. Occupationsthat experienced most rapid growth between1991 and 2001 were, Professional Occupation inBusiness and Finance - 132.1% in Wat-Well, 85%Ontario; Paraprofessional Occupations in Law,Social Services, Education and Religion - 127.5%Wat-Well, 123.8% in Ontario; SeniorManagement Occupations 95% in Wat-Well and50.6% in Ontario.

Employment by Industry - Manufacturing -24%; Retail Trade 10.3%; Health care and socialassistance 7.8%; Education Services 7.7%;Construction 5.8% professional and technicalservices sector 5.5%.

2004 Labour Market – Community Profile

meet the needs and compliment existing member agen-cies’ current service, prevention programs have become arequired component for the organization, a developmentappropriate to the UW vision statement: “Together …Strengthen the Community for All”.

Lengthy talks were held with member services, saidThompson; the members really want to invest in preven-tion programs. Recently, the United Way has focusedmostly on intervention (approximately 65%), treatment(23.5%), and prevention (11.5%).

“What matters is results,” says Janet Lawrence, Director,Community Development. “We’d like to move preventionto a 25% allocation level”. Lawrence says the need is greatfor more prevention programs. Citing the Perry PreschoolStudy based on research in the United States, she says onedollar invested in prevention now will save seven in thefuture. She points to a recognized example known as“Jack’s Troubled Career”, the account of a man who endedup costing the community “over half a million in 1995dollars.” Lawrence says, “Strong, resilient kids could haveprevented this.”

Community businesses and groups continue to supportthe United Way. The 2003 fundraising campaign exceed-ed the $5.3 million goal by $5,315. The money wasraised through a well-tuned group of volunteers, includ-ing business owners, investors and employees, retiredindividuals and member service agencies. For more infor-mation about how you can get involved with the UnitedWay, call 888-6100 and ask for Nancy Campbell.

Moving from Reacting to Preventing

FEB 2004 (EST.) KWCMA ECONOMIC REGION 540INDUSTRY TOTAL % TOTAL %All Industry 235,300 .7 592,500 .7Goods-producing Sector 77,800 -6.4 194,500 1Agriculture 2,400 26.3 8,900 11.2Forestry, fishing, mining, oil and gas NA NA NA NAUtilities 2,000 - 4,300 48.3Construction 13,100 -2.2 40,400 -7.3Manufacturing 60,000 -10.4 140,100 1.5Service-producing sector 157,500 4.7 398,000 .6Trade 34,700 6.8 85,700 -6.6Transportation & Warehousing 9,000 2.3 24,200 .8Finance, insurance, Real Estate & Leasing 18,300 4.6 34,800 -2.2Professional, scientific & technical services 11,400 3.6 30,100 9.5Company Management & Administration 9,400 27 21,800 5.8Educational Services 20,600 10.8 46,300 15.2Health Care and Social Assistance 17,500 1.7 55,400 14.5Information, Culture & Recreation 9,100 4.6 19,200 -15.8Accommodation & Food services 10,600 -23.2 32,800 -12.3Public Administration 7,000 45.8 26,000 26.8Other Services 9,900 -2.9 21,800 -19.3

EMPLOYMENT BY INDUSTRY(source Community Profile - Labour Market, 2004)

Feb-03 to Feb-04 percent change in Kitchener Waterloo Census Metropolitan Area (KWCMA) (235,300employed) compared to Economic Region 540 (592,500 employed - including employed in KWCMA)

Source Community Profile - Labour Market, 2004 - Readers need to exercise caution in viewing and interpreting employment by industry data for areas like KWCMA. The report indicated that Statistics Canada suppresses data for sectors where survey results indicate employment of less than 1500 persons. Further stating “in spite of this and the use of 3 month moving averages for data display,it is evident from the chart that there are very large month to month and year to year variations in employment by sector.”