Ontario(Tourism(Summit(2012(October(23,(2012((((The Rebirth of Neighbourhoods to Create Vibrant Destinations
(((
Rob(Spanier(Senior(Vice(President(
Delivering(Thriving(Places(Resort(Towns(&(RecreaBonal(Villages(Downtown(&(Urban(RevitalizaBons(
College(Towns(&(University(Districts( MixedIUse(New(Urbanist(CommuniBes((Health(Care(Centres(&(Medical(Districts(
1( 3( 4(2( 5(
WWW.LWLP.COM(
3
Downtown(&(Urban(RevitalizaBons(
Place(Montreal((Trust,(QC(
Polo(Park,(Winnipeg,(MB(
Boca(Raton,(FL(
Newburgh,(NY(
Mueller,(AusBn,(TX(
Presidio,(San(Franciso,(CA((
Riviera(Beach,(FL(
Rockford,(IL(
New(Haven,(CT(
Barrie,(ON((
Moncton,(NB(
Guelph,(ON(
Le(Roc(Fleuri,(QC(
ReneILevesque((&(Drummond,(QC(Vaughan,(ON((
Mississauga,(ON(
Toronto(Entertainment(District,(ON(
PanAm(Games(Village,(Toronto,(ON(
Waterfront(Toronto,(ON(
Defining'a'Province…'
College(Town(&(University(Districts((
Florida(State(University(Tallahassee,(FL((
University(of(Ontario(InsBtute(of(Technology(Oshawa,(ON(
McGill(University(Montreal,(QC(
Sheridan(College((Mississauga,(ON(
Rutgers(University(Piscataway,(NJ(
Rowan(University(Glassboro,(NJ(
University(of((ConnecBcut(Mansfield,(CT(
Indiana(University(I(Perdue((Indianapolis,(IN(
University(of(Chicago,(Hyde(Park(Chicago,(IL(
Indiana(University(I(Bloomington(Bloomington,(IN(
Resort(Towns(&(RecreaBonal(DesBnaBons(
Whistler,(BC(
Copper(Mountain,(BC(
Squaw(Valley,(CA(
SandesBn,FL(
Blue(Mountain,(ON(Tremblant,(QC(
Horseshoe((Valley,(ON(
Port(McNicoll,(ON(
Orange(Country(Great(Park,(CA(
Chateau(Vaudreuil,(QC(
Mammoth(Lakes,(CA( Snowshoe,(WV(
February(Point,((Bahamas(
Les(Arcs,(France(
MixedIUse(New(Urbanist(CommuniBes((
Currie(Barracks((Calgary,(AB(
Friday(Harbour(Barrie,(Ontario(
Cercle(des(Cantons(Bromont,(QC(
PointeINord(Nuns’(Island,(QC(
East(Garrison(Monterey,(CA(
Seaside(Walton(County,(FL(
Hammond’s(Ferry(Augusta,(SC(
Habersham(Beaufort,(SC(
Nexton(Charleston,(SC(
Great(Pond(Windsor,(CT(
East(Beach(Norfolk,(VA(
Ni(Village(Spotsylvania(
MixedIUse(New(Urbanist(CommuniBes(
Saxony(Fishers,(IN(
Health(Care(Centres(&(Medical(Districts(
Westmount(Medical(Clinic(Montreal,(QC(
Clinique(MedicIelle((Montreal,(QC(
FondaBon(Anna(Laberge((Montreal,(QC(
West(Island(MRI(Montreal,(QC(
Health(Group(Physimed(Montreal,(QC(
Advisors(
Targeted(Leasing(and(Cas.ng™((TLC)((
New(Haven,(CT(Community(Drivers(and(Anima.on™((CDA)(
Demand=Based((Market(Analysis! Le(Roc(Fleuri,(QC(
ImplementaBon(Specialists(&((DealIMakers(
Development(Experts(
Funding(&(Financing(
Public(
Private(
Physical(Programming(((And((Business(Planning(
Areas(of(ExperBse((
MACRO(• At(the(beginning(of(the(20th(century(there(were(11(ci;es(globally(with(a(popula;on(
exceeding(one(million(people.(By(2015,(there(will(be(550(globally(with(a(populaBon(over(one(million.(
• CreaBve(class(communiBes(and(knowledgeIbased(ciBes(will(thrive,(emerging(as(the(new(1st(world(communi;es((
• Demographic(shi`s(in(age,(ethnicity,(household(composi;on,(gender(and(educa;on,(create(new(and(clear(opportuniBes(the(tourism(sector(I(if'we'truly'understand'our'customers'
• Emerging(markets(in(Asia(and(North(Africa(are(generaBng(more(tourists(and(desBnaBons(((
MICRO(• Social(connecBvity(is(shaping(travel:(Facebook,(Trip(Advisor(and(Travel(Blogs(are(all(cited(
as(key(determinants(in(travel(planning((• With(rising(travel(costs,(Canadians(are(increasingly(travelling(within(their(own(province(• Young(travellers(are(more(influen;al(than(ever(before:(Canadians(that(fall(within(the(18I24(
age(range(plan(to(travel(more(o`en(and(spend(more(on(travel(than(any(other(age(group((• Business(travel(is(diminishing(with(the(rise(of(digital(connecBvity((
(
Trends(Driving(Tourism(
In(2012( (Trips((Will(Hit(1'Billion'
0(
200,000,000(
400,000,000(
600,000,000(
800,000,000(
1,000,000,000(
1980( 1990( 2000( 2010(
InternaBonal(Trips(
277m(
674m(
435m(
940m(
1(Billion((in(2012(
Source:(United(Na;ons(World(Trade(Organiza;on(
(had(15,576,000(InternaBonal((Overnight(Visitors(in(2011(!
InternaBonal(Overnight(Tourists(to(Canada((Millions)!
Source:(Canadian(Tourism(Commission(
2011( (Tourism(Snapshot(
Tourism Snapshot2011 Year-in-review
Facts & Figures | 6th editionwww.canada.travel/corporate
(Between(2010(to(2011…(
(InternaBonal(overnight(tourism(to(Canada(was(down(=1.8%(between(2011(and(2010('
US(overnight(tourism(to(Canada(declined(by(=2.4%('
'Yet(there(was(an(overall(growth(of(+3%(of(tourists(to(North(America((Canadian(tourism(demand(reached($78.8(billion(in(2011((up(+7.8%(from(2010),(with($63.7(billion(from(domesBc(travellers(alone((up(+8.9%(from(2010)(
(
(
Source:(Canadian(Tourism(Commission(
Tourism(in(Ontario((
A(QuesBon(for(the(Audience(
Ontario’s(Opportunity(
Places(to(Learn(From(
Thoughts(for(ConsideraBon((
Inbound(SameIDay(and((Overnight(Tourists(to(Ontario'
0(
20,000,000(
40,000,000(
60,000,000(
80,000,000(
100,000,000(
120,000,000(
1980(
1983(
1986(
1989(
1992(
1995(
1998(
2001(
2004(
2007(
2010(
Total((
Ontario(
Other(Canada(
USA(
Overseas(
Source:(Ontario(Ministry(of(Tourism,(Culture(and(Sport(
104,400,000((SameIDay((
and(Overnight(Tourists(in(2011(
Ontario’s(Tourist(Mix(as(of(2011:((Dominated'by'Ontarians''
Source:(Ontario(Ministry(of(Tourism,(Culture(and(Sport(
Ontario(83%(
USA(11%(
Overseas(2%(
Rest(of(Canada(4%(
Between(2010I2011:((
+2.3%(Increase(in(Ontarians(as(Tourists(in(their(own(Province(
([10.6%(Decrease(in(Canadians(Visi;ng(
Ontario(((
How(is(Ontario’s(tourism(popularly(defined?(
Natural(Wonders(
Rideau(Waterway(
Wine(Country(
Theatre(Companies(
History(&(Heritage(
Vibrant(FesBvals(
Ski(DesBnaBons(
Parks(&(RecreaBon(
Concerts( Museums( Casinos( Comage(Country(
How(is(tourism(in(Ontario(perceived?(
Beaches( Built(AmracBons(
A R E P O R T O N T H E F U T U R E O F T O U R I S M
D I S C O V E R I N G O N TA R I O
2009'
Set(New(Standards(and(Goals(
How(is(an( (Tourist(defined?(
General(PercepBon:(Anyone(from(outside(of(
Ontario(or(outside(of(Canada((
Ontario(Adopted(the(United(NaBons(Standard(DefiniBon(of(a(Tourist:((Anyone(who(travels(more(than(40km(one[way(within(Ontario(to(travel(for(a(non[rou;ne(trip(
VS.(
The(opportunity:(Recognize(your(endIusers,(and(understand(what(they(are(seeking(when(and(where(
From'2006D2011,'Ontarians'60D69'and''85+'grew'by'over'27%'
Ontarian’s'median'age'of'39''is'less'than'the'naKonal'average'
44.5%'of'Ontario'couples'have'children'under'24'at'home,'above'the'naKonal'avg.'of'39.5%'
Over'29%'of'Ontarians''selfDidenKfy'as'a'visual'minority'
Understand(what(defines(your(endIusers(
Understanding(your(target(market((and(draw(areas(
Tourism(in(Ontario((
A(QuesBon(for(the(Audience(
Ontario’s(Opportunity(
Places(to(Learn(From(
Thoughts(for(ConsideraBon((
What(is(Your(Goal(for(Tourism((in(Ontario?(
Increasing(Tourists?(
Economic(Development?(
MarkeBng(Natural(Advantages?(
Event(Management(and(FesBvals?(
PromoBng(Small(Business(Growth?((
Community(Spirit?((
Acknowledging(Historic(Character?(
Cultural(Advancement?((
Return(on(Investment?(
Ego?(
The(Whole((is(Greater(Than((the(Sum(of((its(Parts(
Common(((((
Goals((
Vision(&(
Ontario’s(Thirteen(Regional(Tourism(OrganizaBons((RTOs)((
((((
We(Asked(the(RTOs((3(QuesBons…(
1. What(do(you(consider(to(be(your(top(five(tourism(amractors(from(a(visita;on(perspec;ve?((
2. What(do(you(consider(to(be(your(greatest(undeveloped(assets(from(a(tourism(perspec;ve?((
3. If(an(investor(were(to(come(to(your(community(to(build(a(tourism(development(or(a_rac;on,(what(would(be(the(top(five(new(projects(that(you(would(like(to(see(completed(in(the(next(3([(5(years?((
Outdoor(Experiences(
QuesBon(One:(What(is(going(well(in(Ontario?((
IBeaches(((IRoyal(Botanical(Gardens(IAngling(Lodges(ITourist(routes(via(train,(car,(bike(IProvincial(and(NaBonal(Parks(ICounty(Fairs(I1000(Islands(IRideau(Canal(IPolar(Bear(Express(
IScience(North(ISarnia(Bayfest(IWarplane(Museum(IMarine(Land(ICesears(Windsor(INiagara’s(Casinos(IWine(Country(IAfrican(Lion(Safari(ISt.(Lawrence(Historical(AmracBons(
IManitoulin(Island(IBlue(Mountain(IPrince(Edward(County(INiagara(Falls(
AuthenBc(Towns(
DesBnaBons(
DesBnaBons(
IIndoor(sport(complex(IAboriginal(tourism(IGated(amracBons(INascar(Raceway((((((IRefurbish(power(plants(for(tourism(IMulBIuse(amracBons(ICulinary(Tourism(IWaterfront(resorts(IBiosphere((((((ICasino((((((IWater(park(ILuxury(waterfront(ameniBes(IRevitalize(Agawa(Canyon(Tour(Train(
ITouring(infrastructure(IHighIend(hunBng(lodge(IAgricultural(tourism(IMotosport(adventures(IGolf(vacaBons(ISki(vacaBons(IWorld(garden(event(IAllIseason(hovercra`(adventures(IWaterfall(touring(route(IGrand(River(improvement(
Outdoor(Experiences(
Very'liPle''
menKon'of'Towns'
or'CommuniKes'
QuesBons(Two(and(Three:((What(are(the(opportuniBes(for(Ontario?(
Create'unique'experiences' Connect'with'natural'assets'
Develop'the'right'infrastructure'Create'iconic'aPracKons'
Common(Themes(Heard(from(the(RTOs(
Tourism(in(Ontario((
A(QuesBon(for(the(Audience(
Ontario’s(Opportunity(
Places(to(Learn(From(
Thoughts(for(ConsideraBon((
But(what(is(achievable?((
(
How(do(we((grow(tourism(in(
Ontario?(
Mass(PopulaBon(Growth( Rising(Cost(of(Housing(
Demand(for(Urbanity(
11,000,000(
11,500,000(
12,000,000(
12,500,000(
13,000,000(
13,500,000(
Aug.(2011( Aug.(2012( Change(((
Canada( $349,150( $350,192( +0.3%((
Ontario( $347,695( $366,797( +5.5%(
Toronto( $451,663( $479,095( +6.1%(
Desire(to(get(away(from(the(“big(city”(
Trends(in(Ontario(PopulaBon(Growth(in(Ontario( The(Rise(of(Housing(Prices(
(((The(rebirth(of(neighbourhoods(to(create(vibrant(desBnaBons((
(
A(Proven(Process(A(Proven(Process(Step(1:(Business(Plan(&(((((((((((((((ImplementaBon(Strategies(• Vision(and(parameters(for(subsequent(((((((((((((((((((((((((
decisionImaking(• Value(proposiBon(• Market(demand((• Revenue(potenBal(• Scope,(Bming,(and(next(steps(of(the(project(• Leveraging(opportuniBes(and(soluBons(to(
challenges(
Step(2:(Planning(&(Approvals(• Public(support(and(consensus(from(key(
stakeholders(• Physical(and(Strategic(plans(• ImplementaBon(Strategies(• Mix(and(scale(of(uses(• Phasing(• Regulatory(framework(• ProIInvestment(program(and(packages((
(
Step(3:(Resources(&(ImplementaBon(• Defines(the(first(phase(of(development(• IdenBfies(and(obtains(funding(• IniBates(the(commercial,(residenBal,((
civic,(cultural(and(social(components(of((the(project(
• MarkeBng(programs(• Implements(new(business(development(
through(quality(commercial,(retail,(recreaBonal(and(residenBal(deal(making(
• Organizes(community(animaBon(acBviBes(• Miscellaneous(acBonable(iniBaBves(
((
Step(4:(OperaBons(&(Governance(• Commercial(occupancy(and(asset((
management(• ResidenBal(property(management(• Property(owner(and(merchant(associaBon(
governance(• OnIgoing(community(programming(• Exit(strategy(planning(• Sustainability(strategies(• Metrics(and(new(planning(• InteracBve(communicaBon(program(• Plaqorms(for(acBon(oriented(parBcipaBon(
(
A(Complete(Approach((
Build(upon(a(solid(
foundaBon(
Common(vision(and(consensus(
Develop(a(walkable(urban(
grid(
Understand(the(targeted(“endI
users”(
DifferenBate(between(supply(and(demand(
IdenBfy(anchor(opportuniBes(
Establish(a(business(plan(
Affirm(public(and(private(partnerships(
Facilitate(community(ownership(
Get(the(word(out(
Community TourismTM:(A(Complete(Approach(
Events'in'Orangeville'
Waterways'in'Perth'A'MeeKng'Place'in'Kingston'
A'Mill'in'Fergus'
Build(Upon(a(Solid(FoundaBon(
Common(Vision(and(Consensus(
Gaining'Stakeholder'Agreement'
Building'the'Right'Team'
Develop(a(Walkable((Urban(Grid(
Guelph,'Ontario'
Tie(in(Natural((Assets(Create((a(strong(
Sense(of(Arrival(
Connect(Important(Thoroughfares(
Provide(a(balance(of(indoor(and(outdoor(
Public(Spaces(
Create(OpportuniBes(for(ExploraBon(and(
connecBon(
(
Understand(the(Targeted(“EndIUsers”(
Who(are(they?(
What(experiences(are(they(seeking((when(and(where?(
How(much(Bme(and(money((will(they(spend?(
Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8
2011 2012 2013 2014 2015 2016 2017 2018
Total Estimated Viable
Commercial Square Footage 51,133 75,705 101,465 129,614 157,005 179,094 196,700 203,462
Feasible Phasing Plan 15,464 18,000 30,000 - 30,000 30,000 - 30,000
Cumulative Commercial
Development 15,464 33,464 63,464 63,464 93,464 123,464 123,464 153,464
# Commercial Retail Units
(CRU's) (1) 10 22 42 42 62 82 82 102 The average CRU size 1,500
Commercial Development Potential and Feasible Phasing Plan
(Category(Mix((((Ground(Floor(
GLA(((SF)(((%(Ground(Floor(GLA(( (#(CRUs((
Food & Beverage 78,666 15% 42
Treats/ Quick-Serve Food 50,052 9% 30 Amenities & Services 151,179 29% 59 Retail 246,120 47% 130 Education 2,238 0% 1 Multi-Use Commercial 95,986 18% 1 Multi-Residential 58,311 11% 6 Vacant 29,722 6% 17 TOTAL 528,255 100% 269
What(does(end[user(behaviour(reveal(about(the(
amount(of(supportable(commercial((economy?(
DifferenBate(Between((Supply(and(Demand(
A'Marina'in'Port'Credit'
A'Farmers'Market'in'North'Bay'
A'Brewery'in'Creemore'
IdenBfy(Anchor(OpportuniBes(
A'University'in'Kingston'
IdenBfy(Programming(
ImplementaBon(Plan(Financial(Planning(
CompeBBve(Landscape(
(
Develop(a(Business(Plan(
Affirm(PublicIPrivate(Partnerships(
…and(create(mutual((opportunity(
Understand(the(realisBc(contribuBons(of((the(public(sector…(
Facilitate(Community((Ownership(
(Create(catalysts(for(economic(vitality(
(
(Create(memorable(and(sustainable(places(
(Achieve(Commercial(
excellence((
(Drive(events(and(
fesBviBes((
Develop(StreetIlevel(acBvaBon(
Enlist(unique(local(operators(that(create(original(endIuser(experiences((((((((((
Drive(visitaBon(and(community(engagement(
55(
Get(the(Word(Out(
Wayfaring(and(Signage(Web,(Social(Media(&(Apps(
Share(the(Experience(MarkeBng(&(AdverBsing(
Phase(1(Developing(a(Vision,(Business(&(ImplementaBon(Plan(
The(community(locks(arms(to(create(a(unified(vision.(A(strategic(master(plan(and(business(plan((are(born(that(will(create(a(heart(and(soul(for(the(enBre(community.(
Phase(2(Developing(a(Nucleus(of(Thriving(Experiences(and(CreaBng(Daily(Rituals((
The(community(demonstrates(significant(change(and(is(starBng(to(become(a(‘place’(to(gather,(connect,(see(and(be(seen.(The(community(becomes(a(local(hub(and(a(preferred(desBnaBon(for(its(residents.((The(community(is(“knimed”(together(with(services,(joint(messaging(and(markeBng(and(a(collecBon(of(truly(wonderful(uses,(seasonal(fesBviBes,(and(takes(advantage(where(possible((of(nature(and(the(outdoors.(
Phase(3(CreaBng(Vibrant(Local(CommuniBes(
The(community(has((successfully(implemented(its(iniBaBves(and(begins(to(Be(these(successes(into(delivering(a(downtown(with(a(wonderful(variety(of(home,(restaurants(and(shopping(experiences(that(appeal(to(residents(and(visitors(alike.(InviBng(the(outside(in(and(the(inside(out,(the(community(is(home(to(year(round(events(and(acBviBes.(Visitors(from(the(region(abound!(
Phase(4(Invite(the(World(in…(
(The(community(has(realized(its(goal(with(a(Bmeless((and(organically(grown(mixedIuse(downtown(filled(with(vibrancy.(Monthly((and(annual(events(become(rituals(for(locals(and(returning(visitors.(People(gather(in(a(place(that(they(can(truly(call(“their'own”.((The(community(becomes(a(preferred(desBnaBon(and(‘enduring’(place(to(visit(and(to(stay(for(those(travelling(within(the(Province(and(from(outside(Canada.((((
The(Four(Phases(of((Community TourismTM
Tourism(in(Ontario((
A(QuesBon(for(the(Audience(
Ontario’s(Opportunity(
Places(to(Learn(From(
Thoughts(for(ConsideraBon((
Case'Study:'(Farmer’s(Markets(&(Public(Markets(((
!
!
Public(Markets(
(
Act(as(alterna;ve(anchors(
(
(
Support(the(local(economy(
(
(
Provide(social(
gathering(places(
(
(
Revitalize(downtowns(and(neighborhoods(
(
(
Form(the(‘heart’(of(communi;es(
(
(Public(Markets:(Economic(Drivers(
(• High(frequency(
shoppers(spend(over($40(per(trip,(on(average(
• 60I80%(of(neighbouring(businesses(report(higher(sales(with(the(presence(of(a(market(
• Shoppers(spent(an(average(of($18.44(in(addi;onal(expenditures(per(visit(
• 1I5(jobs(created(per(vendor(
(
(
Sources:(Ontario(Study:(Greenbelt(Farmers’(Market(Network(2010(Shopper(Survey,(Jan.(2011(
(Public(Markets:(Community(Drivers((
(• Encourage(social(
interacBon((• Establish(a(community(
gathering(place(• Seeing(other(people(and(
opportuni;es(for(impromptu(conversaBons(among(top(reasons(people(say(they(use(markets(
• Shoppers(with(children(say(they’re(drawn(to(the(market(for(community(events(and(an(opportunity(to(meet(friends(
Sources:(Greenbelt(Farmers’(Market(Network(2010(Shopper(Survey,(Jan.(2011;(Project(for(Public(Spaces(
!
!
(
Regional(Marketplace((
(
End(User(Analysis(((
CreaBng(a(Successful(Public(Market((
Goals(and(ObjecBves((
(
Stakeholder(Consensus((
Business(Case(
Program(and(Design(
Financing(and(Management(
Tenant(Mix((
Market(Format((
Physicality((
(
Policies((
Governance((
Finances((
(
OperaBonal(Strategies(((
Vision(and(Principles(
Rockford,'IL'
Glassboro,'NJ'
Saxony'Market,'Saxony,'IN'
Habersham,'SC' Pine'Mountain,'GA'
Promenades'StDBruno,'QC'
Public(Markets:((Driving(Successful(Downtown(RevitalizaBon(
Case'Study:''
Rockford,(Illinois(
PopulaBon:((152,222(in(2011((Pop.(Growth:((0.37%(from(2001(to(2011(Home(Values:((38.9%(below(state(average(Vacant(/(Abandoned(Homes:((9,798(Net(Retail(AbsorpBon:([412,860(SF(since(2000(Unemployment:((13.7%((US(Avg.(7.8%)(in(2012(
Mayor(Larry(Morrissey(
Rockford,(Illinois(
A(CollaboraBve(Process(
• Redevelopment(targets(over(60[(month(period((
• Commercial(uses,(ac;on(items(and(ini;a;ves(for(each(district(
• Specific(strategic(recommenda;ons(
• Redevelopment(roadmap(
A(Feasible(Strategy(&(ImplementaBon(Plan(
A(thriving(community(that(will(become(closely(connected(to(its(historic(downtown(and(natural(assets,(the(City’s(remarkable(natural(advantages(will(be(brought(to(the(fore(through(a(series(of(closely(inter[connected(public(and(private(ini;a;ves(to(encourage(Rockfordians(to(use(the(river,(parks,(heritage(properBes,(local(businesses,(and(public(spaces(on(a(daily,(weekly(and(annual(basis.((
A(Vision(for(Rockford(
Stakeholder(groups(idenBfied(priority(revitalizaBon(areas(by(assigning(scores(to(each(district.((
District(DelineaBon(and(PrioriBzaBon(by(Stakeholders(
ShortIterm((Feasibility(
Percent((Complete(
ExisBng((Assets(
Community((Impact(
Consensus(Total''Score'
Target(Market(Analysis((
Commercial(Market(Analysis((
Over(600(Rockfordians(were(consulted(during(the(development(of(the(Implementa;on(Plan(
Community(ConsultaBon((
RRDP(SetIUp((
Reconnaissance(&(Analysis(
Realizing(the(Benefit(of(an(ImplementaBon(Strategy(
Rockford(City(Market(
Over(40,000(people(visited(the(market(in(2011.((Started(with(25(vendors(from(within(a(150Imile(radius.(
Case'Study:''Blue(Mountain,(Ontario((
Vision(&(Challenges(
Project(Vision(To(create(a(four[season(pedestrian[only(mixed[use(Ontario(Village(for(the(en;re(Collingwood(Region.(
(Project(Challenges(• Located(in(an(area(that(was(considered(to(be(
a(winterIonly(desBnaBon(• CompeBBon(of(the(Muskoka(Region(as(�the(
Northern(Des;na;on�((• A(ski(hill(with(only(720(verBcal(feet(• Not(the(real(estate(investment(region(of(
choice(for(the(Greater(Toronto(Area(
Strategy:(Targeted(Leasing(&(CasBng(CreaKng'A'DesKnaKon'
Local(and((Regional(Retailers(
AcBvated(Mixed(Use((Village(Town(Center(
Local(and(Regional(Grab(&(Go(Treats(
TM#
Local(and(Regional(Restaurateurs((&(Bar/Nightlife(
WesBn(Trillium(House(at(Blue(Mountain(
Blue(Mountain(Conference(Centre(
Create(Demand(&(Drive(VisitaBon(
Drive(VisitaBon(• From(718,000(in(1998,(visits(increased(87%(to(
1.3(million(in(2005(and(are(projected(to(reach(over(2.5(million(
((
“Get'people'to'''stay'one'more'''night.”''
• 75(Shops,(Restaurants(&(Nightlife((125,(000(sq.(m.)(mostly(run(by(local(entrepreneurs(
• 2,300(ResidenBal(Unit(Sales(ini;ally(ranging(from($500(to($660(per(sq.(m.(
• Restaurants(averaged($500(sales(per(square(foot(in(first(year(of(opera;on(
((((((
Create(Demand(
CreaBng(Economic(Impact(
Regional(Economic(Impact((• Projected(growth(will(generate(6,200(direct(and(
indirect(fullIyear(equivalent(jobs(in(Ontario,(as(well(as(generaBng($99.5(million(in(annual(government(revenue((federal,(provincial(and(local).(
• At(full(build(out(completed(2011,(total(capital(expenditures(topped($857.4(million,(contribu;ng(extensively(to(the(economy(of(the(region(and(of(the(province.(
Tourism(Economic(Impact((• On[site(tourist(expenditures(have(increased(from($23.3(
million(in(1998(to($80.5(million(in(2005,(and(are(es;mated(to(rise(to($218.5(million(in(2011.(
• By(2011,(visitors(to(the(resort(are(projected(to(bring(an(addi;onal($112.6(million(in(expenditures(while(they(are(away(from(the(resort.(
Create(a(DesBnaBonIFilled(Community((–(Not(Just(a(Resort(
Tourism(in(Ontario((
A(QuesBon(for(the(Audience(
Ontario’s(Opportunity(
Places(to(Learn(From(
Thoughts(for(ConsideraBon((
Maintain,(Improve(and(Evolve(‘Tourism’'to(Develop(Ontario’s(CommuniBes'
Toronto(
40km(
80km(
120km(
160km(
Think(Locally,(Not(Globally:((Your(Opportunity(is(Only(40km(Away'
Every(Place(Has(a(Unique((Experience(to(Offer(–(Leverage(it'
Build(Local(Consensus((&(Develop(a(CollecBve(Strategy'
Build(an(EffecBve(Business(Case(for(Every(Project(and(Develop(Strong(Partnerships(
Create(a(powerful(value(proposiBon(to(promote((your(community(as(a(
desBnaBon(of(choice(for(tourism(investment(
Support(investment(leads(with(an((allIofIgovernment(approach(
Develop(an(investor(outreach(approach(to(promote((
your(community’s(value(proposiBon(and(generate(
investment(leads(
ConBnue(to(idenBfy(your(community’s(assets(as(opportuniBes(
Establish(tourism(as(a(priority(sector(in(your(
community’s(investment(amracBon(approach(
(
Adopt(an(Investment(Approach(
Develop((a(Community TourismTM approach…'
ImplementaBon(
AcBvaBon(
…And(desBnaBon(visitors(will(follow'
Remember:(No(two(communiBes(are(alike(
Develop'a'vibrant'downtown'that'fits'your'community'
Defining'a'Province…'
Ontario this SummerThere are 444 municipalities in Ontario with an
unending amount of history, charm, and things to discover. This summer, make it a point to see just a
few. You won’t be disappointed.
Discover 444 Reasons to Visit
One(Approach(to(Consider…(
Ontario(Tourism(Summit(2012(October(23,(2012((((The Rebirth of Neighbourhoods to Create Vibrant Destinations
(((
Rob(Spanier(Senior(Vice(President(