Page 1 of 78

Economic Development and Planning Committee Tuesday, October 4, 2016, 5:15 pm

City Hall, Council Chambers

Committee Members Areas of Responsibility Councillor P. Deery, Economic Economic Chair Development Development Advisory Councillor L. Bursey Planning Team Councillor M. Kalivas Chamber of Museum Board Councillor D. LeSueur Commerce Library Board Mayor D. Henderson, DBIA Arts Centre Ex-Officio Heritage Tourism

Page COMMITTEE AGENDA

Disclosure of Interest

Delegations and Presentations

4 - 22 1. Destination Marketing Program Brockville Tourism

Mr. Steve Weir will describe the Destination Marketing Program for the Committee.

Correspondence Nil.

Staff Reports

23 - 33 1. 2016-130-10 Proposed Amendment to Zoning By-law 050-2014 Part of Lot 11, Block 31, Plan 67 City of Brockville, 12 Victoria Avenue Owners: Ian & Mary Jean McFall Applicant: Brian Kendel

THAT Zoning By-law 050-2014 be amended to rezone lands described as Part of Lot 11, Block 31, Plan 67, City of Brockville, County of Leeds, with municipal address 12 Victoria Avenue, from R4 - General Residential Zone to MD – Mixed Use Downtown Zone. Page 2 of 78 Economic Development and Planning Committee October 4, 2016

34 - 49 2. 2016-131-10 Proposed Amendment to Official Plan and Zoning By-law 050-2014 800 Stewart Boulevard, Brockville Owner: Pentecostal Assemblies of (Highway Pentecostal Church) Applicant: Brockville Montessori School

1. THAT Official Plan Amendment No. 5 to modify “Site Specific Policy Area 4.8.4.1” respecting lands described as Concession 2, Part of Lot 16, Parts 1 to 3, RP 28R-3242, City of Brockville, County of Leeds, with municipal address 800 Stewart Boulevard, to permit a private school and a day nursery, in addition to the existing place of worship, be adopted.

2. THAT Zoning By-law 050-2014 be amended to modify the I1- 3 General Institutional Special Exception Zone applicable to lands described as Concession 2, Part of Lot 16, Parts 1 to 3, RP 28R-3242, City of Brockville, County of Leeds, with municipal address 800 Stewart Boulevard, to allow for a private school and a day nursery as permitted uses in addition to a place of worship.

50 - 57 3. 2016-132-10 Rockford Forest Subdivision Pre-Servicing Agreement Owner: Cathedral Enterprises Ltd.

THAT the Mayor and Clerk be authorized to execute a Pre-Servicing Agreement between the Corporation of the City of Brockville and Cathedral Enterprises Ltd., for various work on lands described as Part of Lot 11, Concession 2, City of Brockville, County of Leeds, being the Rockford Forest Subdivision, subject to finalization and acceptance by staff of the servicing design and issuance of any required Ministry of the Environment and Climate Change (MOECC) approvals.

58 - 78 4. 2016-133-10 Destination Marketing Fee Loan Agreement

Page 3 of 78 Economic Development and Planning Committee October 4, 2016

THAT the Economic Development and Planning Committee recommend that Council enter into a loan agreement (with interest), with a not-for-profit organization, known as Brockville Accommodation and Attraction Partners, in the amount of $50,000 with milestones and repayment terms to be negotiated and presented to Council.

THAT the subject funds be utilized to establish the governance structure for a Brockville Destination Marketing fee program utilizing the 3% Bed Tax for tourism related programming and tourism product development, and further that the funds be secured from general cash with an appropriate loan receivable account to be established

New Business - Reports from Members of Council Nil.

Consent Agenda

Brainstorming

Adjournment

THAT the Economic Development and Planning Committee adjourned its meeting until the next regular meeting scheduled for November 1, 2016.

Brockville Destination Marketing Program

Page 4 of 78 Destination Marketing Program

What is it?

In , Destination Marketing Programs (DMPs) are voluntary industry-led initiatives that have existed in several destinations at different points in time since 2004.

An amount remitted by providers of transient accommodation in a destination or region, for the purpose of supporting regional tourism marketing and development. Page 5 of 78 Destination Marketing Program

History

Historically, participating hotels have voluntarily remitted fees (3% of room revenues) to their accommodation industry association who then transferred funds to a local or regional non-profit destination marketing organization to promote their city or region

Participating attractions remit a 50 cent per ticket per paying guest or an annual partnership fee Page 6 of 78 Destination Marketing Program

Tourism Funding In 2012, the Ontario Government established a yearly fund of approximately $200,000. This fund can be accessed by participating regions within RTO 9 (The Great Waterway) through partnership proposal submission.

Brockville has benefited from these programs through partnership proposals over the past few years: 1. City signs on 401 – East and West 2. Brockville 401 Profile Signs – East and West 3. Brockville Tourism Mobile Friendly Application 4. Garden Tourism Initiative 5. Aquatarium Banner and Billboard Program Page 7 of 78 6. Search Engine Optimization Programs 7. Downtown Shuttle Bus

Destination Marketing Program

Page 8 of 78 Destination Marketing Program

Today Cities and regions that have successfully implemented a Destination Marketing Program

Ottawa Cornwall Kingston Hastings County Prince Edward County Page 9 of 78 Destination Marketing Program

Kingston Ø DMP 1. 2 Million Page 10 of 78 Page 11 of 78 Destination Marketing Program

Gananoque Ø DMP $250 000 Page 12 of 78 Destination Marketing Program

Brockville

Ø DMP $ 0 Page 13 of 78 Destination Marketing Program

Brief History

Ø In 2009, a DMP was started in Brockville with only one hotel participating.

Ø In 20 10-11, Brockville’s DMP was dissolved with the start of RTO9, The Great Waterway.

Ø Since that time Brockville has been trying to re-establish a DMP for Brockville and 1000 Islands Region without success.

Page 14 of 78

Destination Marketing Program

Recognizing the need for and, the value of having a DMP for the Brockville and 1000 Islands Region, an independent, provincially incorporated not-for-profit group is being set up to overseeing the implementation and management of the DMP.

The organization will be know as Brockville Accommodation and Attraction Partners (BAAP) and made up of an Executive Director governed by a nine member Board of Directors Page 15 of 78 Destination Marketing Program

Brockville Accommodation and Attraction Partners – Remittance Structure

Accommodation Partner Remittance Ø 3% fee PAID by the “Guest” Attraction Partner Remittance Ø 50 cents per ticket sold PAID by “Guest” or an annual partnership fee Page 16 of 78 Destination Marketing Program

Brockville Accommodation and Attraction Partners – Partner Benefit

Ø Participation in a broader level marketing program Ø Participation in advertising, marketing, entertainment and special events development, product development and research activities Ø Participation in marketing initiatives that budgets may otherwise limit i.e. Television and Radio Campaigns Ø Broader brand recognition Ø Have a say in shaping the Brockville and the 1000 Islands Tourism

Sector Page 17 of 78

Destination Marketing Program

Brockville Accommodation and Attraction Partners – City of Brockville and 1000 Islands Region Benefits

Ø More visitors to Brockville and 1000 Islands Region Ø More tourism dollars spent with Brockville businesses Ø More overnight stays – “more heads in beds” Ø More consistent marketing programs resulting in a higher profile for the City of Brockville and the 1000 Islands Region

Page 18 of 78 23934.92

Destination Marketing Program

Brockville Accommodation and Attraction Partners – Revenue Projections

u Accommodation Partners: Based on 2014 and 2015 PKF trends DMP revenue for 2017 is projected at $226,568

u Attraction Partners:

u Aquatarium: Based on a projection of 60 000 visitors, DMP revenue for 2017 is projected at $30 000.00

u Brockville Arts Centre: Based on a projection of 40 000 visitors, DMP revenue for 2017 is projected at $20 000.00 Page 19 of 78 Destination Marketing Program

Brockville Accommodation and Attraction Partners – Request to the City of Brockville Brockville Accommodation and Attraction Partners is asking the City of Brockville for a short-term start up loan in the amount of $50,000 to assist with administrative and operating expenses for the first year. Page 20 of 78 Destination Marketing Program

Brockville Accommodation and Attraction Partners – Use of Funds Ø Start-up Coop Advertising Fund Ø Salary Ø Rent Ø Office Equipment & Supplies Ø Insurance Ø Legal Fees Ø Brand Development Ø Membership Fees – i.e. International Travel Council etc. Page 21 of 78 Destination Marketing Program

Brockville Accommodation and Attraction Partners

To date, we have a number of accommodation and attraction partners who have signed letters of intent to enter into a term agreement with the Brockville Accommodation and Attraction Partners by January 1, 2017 with more expected in the weeks to come.

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w.Ommmm_ ms 05 _<_m:mom« Page 59 of 78 Brockville Destination Marketing Program

Page 60 of 78 Destination Marketing Program

What is it?

In Ontario, Destination Marketing Programs (DMPs) are voluntary industry-led initiatives that have existed in several destinations at different points in time since 2004.

An amount remitted by providers of transient accommodation in a destination or region, for the purpose of supporting regional tourism marketing and development. Page 61 of 78 Destination Marketing Program

History

Historically, participating hotels have voluntarily remitted fees (3% of room revenues) to their accommodation industry association who then transferred funds to a local or regional non-profit destination marketing organization to promote their city or region

Participating attractions remit a 50 cent per ticket per paying guest or an annual partnership fee Page 62 of 78 Destination Marketing Program

Tourism Funding In 2012, the Ontario Government established a yearly fund of approximately $200,000. This fund can be accessed by participating regions within RTO 9 (The Great Waterway) through partnership proposal submission.

Brockville has benefited from these programs through partnership proposals over the past few years: 1. City signs on 401 – East and West 2. Brockville 401 Profile Signs – East and West 3. Brockville Tourism Mobile Friendly Application

4. Garden Tourism Initiative Page 63 of 78 5. Aquatarium Banner and Billboard Program 6. Search Engine Optimization Programs 7. Downtown Shuttle Bus

Destination Marketing Program

Page 64 of 78 Destination Marketing Program

Today Cities and regions that have successfully implemented a Destination Marketing Program

Ottawa Cornwall Gananoque Kingston Hastings County Prince Edward County Bay of Quinte Toronto Page 65 of 78 Destination Marketing Program

Kingston Ø DMP 1. 2 Million Page 66 of 78 Page 67 of 78 Destination Marketing Program

Gananoque Ø DMP $250 000 Page 68 of 78 Destination Marketing Program

Brockville

Ø DMP $ 0 Page 69 of 78 Destination Marketing Program

Brief History

Ø In 2009, a DMP was started in Brockville with only one hotel participating.

Ø In 20 10-11, Brockville’s DMP was dissolved with the start of RTO9, The Great Waterway.

Ø Since that time Brockville has been trying to re-establish a DMP for Brockville and 1000 Islands Region without success.

Page 70 of 78

Destination Marketing Program

Recognizing the need for and, the value of having a DMP for the Brockville and 1000 Islands Region, an independent, provincially incorporated not-for-profit group is being set up to overseeing the implementation and management of the DMP.

The organization will be know as Brockville Accommodation and Attraction Partners (BAAP) and made up of an Executive Director governed by a nine member Board of Directors Page 71 of 78 Destination Marketing Program

Brockville Accommodation and Attraction Partners – Remittance Structure

Accommodation Partner Remittance Ø 3% fee PAID by the “Guest” Attraction Partner Remittance Ø 50 cents per ticket sold PAID by “Guest” or an annual partnership fee Page 72 of 78 Destination Marketing Program

Brockville Accommodation and Attraction Partners – Partner Benefit

Ø Participation in a broader level marketing program Ø Participation in advertising, marketing, entertainment and special events development, product development and research activities Ø Participation in marketing initiatives that budgets may otherwise limit i.e. Television and Radio Campaigns Ø Broader brand recognition Ø Have a say in shaping the Brockville and the 1000 Islands Tourism

Sector Page 73 of 78

Destination Marketing Program

Brockville Accommodation and Attraction Partners – City of Brockville and 1000 Islands Region Benefits

Ø More visitors to Brockville and 1000 Islands Region Ø More tourism dollars spent with Brockville businesses Ø More overnight stays – “more heads in beds” Ø More consistent marketing programs resulting in a higher profile for the City of Brockville and the 1000 Islands Region

Page 74 of 78 23934.92

Destination Marketing Program

Brockville Accommodation and Attraction Partners – Revenue Projections

u Accommodation Partners: Based on 2014 and 2015 PKF trends DMP revenue for 2017 is projected at $226,568

u Attraction Partners:

u Aquatarium: Based on a projection of 60 000 visitors, DMP revenue for 2017 is projected at $30 000.00

u Brockville Arts Centre: Based on a projection of 40 000 visitors, DMP revenue for 2017 is projected at $20 000.00 Page 75 of 78 Destination Marketing Program

Brockville Accommodation and Attraction Partners – Request to the City of Brockville Brockville Accommodation and Attraction Partners is asking the City of Brockville for a short-term start up loan in the amount of $50,000 to assist with administrative and operating expenses for the first year. Page 76 of 78 Destination Marketing Program

Brockville Accommodation and Attraction Partners – Use of Funds Ø Start-up Coop Advertising Fund Ø Salary Ø Rent Ø Office Equipment & Supplies Ø Insurance Ø Legal Fees Ø Brand Development Ø Membership Fees – i.e. International Travel Council etc. Page 77 of 78 Destination Marketing Program

Brockville Accommodation and Attraction Partners

To date, we have a number of accommodation and attraction partners who have signed letters of intent to enter into a term agreement with the Brockville Accommodation and Attraction Partners by January 1, 2017 with more expected in the weeks to come.

Page 78 of