community stories

October 2004 ISBN #1-55382-120-3

Using Creativity to Enliven Urban and Rural Villages

At first glance, a community in northern in the designated area, initially to pay for beauti- settled by mine speculators and lumber- fication, advertising and promotional projects. men and a downtown neighbourhood Over the years, BIAs have acted as social and along St. Clair Avenue might seem to have little economic anchors in their respective neighbour- in common. Both are building on the traditional hoods. virtues of the village – physical proximity, mutual dependence and concern for neighbour – as a By networking with adjoining Business means of encouraging participation and building Improvement Areas, mutually supportive pro- a vibrant future. Both also have woven Richard jects can be undertaken without compromising Florida’s creative cities concepts1 into projects individual autonomy. BIAs are made stronger that combine arts initiatives with community eco- by sharing expertise, staggering or combining nomic development projects. events, and supporting one another’s marketing efforts. Hillcrest Village has many restaurants but no hotels, so Brenda and neighbouring BIA Hillcrest Village representatives are discussing ways of attrac- ting bed and breakfast and specialty shops to In early 2004, Brenda Sedgwick was their part of the city. “People think of Toronto hired as the General Manager of a Business as one big city, but in fact, it’s a collection of Improvement Area (BIA) in Hillcrest Village in neighbourhoods – some small, some large, some Toronto. The first Toronto BIA was created in well off, others not,” says Brenda. “Part of my in 1970 as a response to the work is to look for projects that develop good flight of shoppers to suburban malls. Since its networks of support for Hillcrest Village, in an creation, independent business owners have effort to increase its economic and social recognized the benefits of working together and development capacity.” the BIA model has spread to other cities and towns across the province. Once a Business Though the Hillcrest Village Business Improvement Area is established by a muni- Improvement Area was established in 1984, cipality, levies are collected from all businesses little was done to improve the area until 2001. community stories

Since then, small capital improvement projects – hire her came as a result of collaboration between the installation of flower pots, hanging baskets, Human Resources and Social Development Christmas lighting displays and street benches – , Toronto’s Economic Development have helped make St. Clair West look more like Office, and the Toronto Association of Business a main street. City Councillor Joe Mihevc is Improvement Areas (TABIA). Says Brenda: working to get the Hillcrest Village BIA included “Hillcrest Village is a relatively small BIA and is in Toronto’s Commercial Façade Improvement located on the periphery of the busier and more program, which will allow businesses in the area prosperous downtown core. St. Clair Avenue to apply for one-time matching grants of $12,000 West will soon be in the midst of a streetcar to help pay for façade facelifts. track reconstruction project which likely will result in short- and long-term economic dis- “BIAs are recognized as having three ruptions. Business and property owners in levels of development,” says Brenda. “Initially, Hillcrest Village will no longer be able to afford their boards may undertake simple projects like staffing costs as part of their BIA levy, despite bench installation, then move into events plan- the growing recognition that staffing is essential ning, but in the third stage, they are expanding to the sustainability of marketing, events and their ideas of how their communities can work capital improvements.” together better and are actively undertaking business mix planning exercises. Hillcrest Vil- “Part of my job is to educate business lage’s inclusion in the façade program will be people about the benefits of working together. recognition of our mature BIA status.” Working with the Board and area businesses, I’ve created a newsletter, developed a BIA logo Brenda’s position as BIA Manager also and a branding strategy to define Hillcrest speaks to the City of Toronto’s commitment to Village’s distinctive personality. The newsletter’s the concept of strengthening and expanding the impact paled in comparison to the change in role of local economic centres. The decision to attitude that came from my first project, which

Hillcrest Village community mural project gets under way.

2 Caledon Institute of Social Policy community stories was to organize the village’s first annual street for future mural and community arts projects to festival in July. More people came into the area reflect local diversity.” during that event than ever before, demonstrating the benefits of my position in a way that words Brenda secured funds from Wood Green never could.” Employment and Immigration Services to hire two youth artists for the mural, and another six artists A second artistic project that generated were hired using funding from a number of substantial local interest was the installation of sources, including Human Resources and Skills a block-long outdoor mural. Working with the Development Canada, the BIA members’ levy Board, Brenda facilitated a partnership with and the Toronto Parking Authority. When the Skills for Change, an immigrant services org- mural was nearing completion, she assigned anization, to apply for funds from the city’s Mural some of the artists the task of compiling a photo & Banner Funding Program. Skills for Change story of people who use the village’s warming agreed to donate the wall space, helped organize room, soup kitchen and shelters. Brenda is a community-based design contest and provided hoping to display this work in the BIA storefront some members for the mural selection team. window that faces St. Clair Avenue. “Knowing The winning design was submitted by pizza chef someone’s name is the first step in creating Joel Castillo, and its depiction of the neigh- relationship,” says Brenda. “Like all parts of bourhood’s predominantly Spanish-Latin and Toronto, Hillcrest Village is trying to find sup- Italian residents sparked discussions of whether portive and proactive ways of addressing home- the mural reflected the area’s historical roots or lessness. When we remove anonymity, we are its newer, more ethnically diverse character. Says encouraging people to work with one another – Brenda: “Ultimately, the discussions provided a not simply to improve appearances, but to learn natural lead-in for suggestions that the BIA apply to care for others in the community.”

The completed mural creates a lively focal point for residents and visitors.

Caledon Institute of Social Policy 3 community stories

Brenda combines her part-time work as population 10,000. A six-hour drive north of the BIA’s General Manager with intra-agency Toronto, the area was first inhabited by members tasks she undertakes as the Resource Coor- of the Algonquin nation. In the late 1800s, its dinator for a youth shelter network. This ten- minerals and thick forest attracted miners and member organization currently is developing a lumbermen and its rich soil nourished a heal- communications strategy aimed at creating core thy agricultural sector. Nearby Kirkland Lake funding for shelters. Says Brenda: “Our muni- gained unwanted attention during the late 1990s cipal government is supportive of youth employ- when local land speculators suggested that the ment, the arts, and of using community artists to abandoned Adams Mine quarry be used as a effect streetscape improvements for BIAs. dumpsite for garbage brought in by rail from Hillcrest Village is putting these three things Toronto. A second suggestion – that a toxic together as part of its business mix planning vision. waste incinerator be built in the area – also Hillcrest Village’s interest in employing artists was overturned, in part because area residents for community improvement projects lends weight vigorously protested both proposals. to the argument that there needs to be greater support for arts training and social development Some of these residents helped found programs for youth at risk.” Deepwater Regional Development Corporation (DRDC), a nonprofit citizen organization dedi- In partnership with Wood Green Youth cated to developing a creative-based economic Job Centre and Art Starts Neighbourhood development plan for the area. “We began to Cultural Centre, Hillcrest Village has submitted a see that our size and depressed economy made proposal for funding to Public Safety and us more vulnerable to being viewed as a possi- Emergency Preparedness Canada’s Community ble location for ‘not in my backyard’ projects Mobilization Program. If their bid is successful, that would never be considered in more centrally- the partners will operate community arts youth located communities,” says DRDC Board mem- training and employment projects in Hillcrest ber Ambrose Raftis. The group also is concerned BIA that will add to the sector-specific projects with the problem of youth out-migration; more for addressing the mental health and housing than 220 youth leave Temiskaming Shores each issues affecting youth. Says Brenda: “Ultimately, year. the long-term vision of the partnership is to Says Ambrose: “The very people we need advocate that the Ontario Ministry of Training, to build our economy – the creative ones – are Colleges and Universities needs to develop and the first ones to leave. Many creative youth are fund an Apprenticeship Training Program in looking for more than just a job. People with a Community Arts and Community Economic strong desire to create will not be satisfied Development. We believe it is time to acknow- working for someone else. They want to build ledge the role the arts play in stimulating crea- a life which meshes with their own values and tivity, innovation and community capacity ideas. They need an environment that supports building.” their creative energies, and they need to meet with other creative people to generate new ideas and to have their own work validated. Temiskaming Shores Many have gone to school in larger, urban settings; when they return to a town with few That sentiment is mirrored in an ambitious entertainments and social outlets, many choose project now in the planning stages in the amal- to leave. Small communities need to be more gamated community of Temiskaming Shores, supportive of new and returning members.”

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DRDC’s plan for the area focuses on One of the reasons youth have chosen to the establishment of the Cobalt Centre for Arts leave Temiskaming Shores has less to do with and Innovation, a living and work space designed location and more to do with the community’s around the needs and wishes of creative people. inability to meet its current needs. Says Deepwater’s board members believe that by Ambrose: “Our young people are telling us that creating a space that is attractive to artistic and part of the reason they are leaving the area is creative people of all ages, they can find inno- because they are looking for a richer existence – vative solutions for projects of interest, some of that forging productive relationships requires a which have been identified by the larger com- lot of opportunities for meeting and working munity. Combining environmental sensibili- with people, and that our traditional, small town ties with the desire to create an affordable activities aren’t fitting the bill. We believe that living space, the centre will be built to LEEDS2 by focusing on creative projects, we will offer a standards. This will ensure that operational costs rich environment for realizing the potential of our remain low – something that creative people youth, and for reinvigorating their sense of require in order to develop their skills. Ambrose community and relationship.” believes that a cutting-edge, sustainable facility will provide the kind of exciting living environ- Hillcrest Village Business Improvement ment upon which the next generation can build. Area members and the planners at Deepwater have seen the excitement and positive change that DRDC has completed a preliminary fea- happen when artistic and creative projects are sibility assessment for the centre and has built a used as a starting point for community devel- basis of support for the project among repre- opment and planning. These two very different sentatives of government, business and the arts communities have both tapped into creative community. Says Ambrose: “All of the funding projects to help address key concerns and to is in place and we are on target for construction create the necessary environment for new ideas to begin in 2005. This project will combine to flourish and communities to reinvent them- the talents and energies of the artistic and selves. environmental communities in a way which has never been tried before. We believe this project Anne Makhoul is a perfect fit for our community. Our prelimi- nary inquiries to artistic groups, training centres Anne Makhoul coordinates the community and other municipally based arts organizations stories series for the Caledon Institute of have been very encouraging. We believe that Social Policy. our rural, affordable lifestyle will attract about 80 percent of potential applicants, and the Brenda Sedgwick, General Manager, Hillcrest remaining 20 percent will be drawn from the Village BIA can be contacted by e-mail at: youth who previously left us for larger centres. [email protected] or by phone at: (416) Though arts, creativity and innovation are the 658-5708. BIA Website: www.hillcrestvillage- focus of the project, we believe that a substantial bia.com number of applicants will be people who wish to Ambrose Raftis, Deepwater Regional Devel- realize their lifelong passions, change career opment Corporation Board Member, can be directions and apply their talents to more reached by e-mail at: [email protected] or by phone creatively-focused work.” at: (705) 544-7722.

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Endnotes © 2004 by The Caledon Institute of Social 1. Richard Florida’s book entitled The Rise of the Policy Creative Class (New York: Basic Books, 2002) has sparked interest in creativity as an economic force and 1600 Scott Street, Suite 620 stimulated debate about the drivers of economic growth Ottawa, Ontario, Canada and development. Florida developed an indicator he K1Y 4N7 calls the Creativity Index, which he uses as a barometer of a region’s longer-run economic potential. Phone: (613) 729-3340 Fax: (613) 729-3896 e-mail: [email protected] website: www.caledoninst.org 2. Leadership in Energy & Environmental Design (LEED) is a self-assessing system designed for rating Caledon publications are available on our new and existing commercial, institutional and high- website. rise residential buildings. Developed by the US Green Building Council, it evaluates environmental per- formance from a “whole building” perspective over a building’s life cycle, providing a definitive standard for what constitutes a green building. LEED is based on accepted energy and environmental principles, and strikes a balance between effective practices and emerging concepts. Further information is available at: www.usgbc.org

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