STRATEGIC TOURISM ACTION PLAN 2014 Orillia Farmers’ Market
Jessica Johnston, Lindsay Peterson, Taylor Smith, Shauna Spencer, Jennifer Telford, and Andrea Turl
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Orillia Farmers’ Market
Strategic Tourism Action Plan
Prepared For: The Orillia Farmers’ Market Council
By Georgian College’s Tourism Management Students
Jessica Johnston, Lindsay Peterson, Taylor Smith, Shauna Spencer,
Jennifer Telford, and Andrea Turl 2
LETTER OF TRANSMITTAL
Orillia Farmers’ Market
50 Andrew Street South.
Orillia ON, L3V 7T5
Dear: Orillia Farmers’ Market Council,
We are proud to present to you the final product for the strategic tourism action plan on
Orillia Farmers’ Market, and would like to thank you for all your contributions in making this possible. The report contains insightful information on the recommendations for possible future changes that would benefit the Orillia Farmers’ Market and address key issues the business currently faces.
We hope that the information in this report will provide you with knowledgeable information and insights for future planning and implementation, to maintain and improve on the current position the Orillia Farmers’ Market holds. We hand over rights to the Orillia Farmers’ Market council in order for the information to be used both as guidelines and as business changes to the Orillia
Farmers’ Market. We would like to thank you again for all your assistance in the creation of this document; we wish you the best of luck in your future endeavors.
Tourism Management Students of Georgian College (Barrie) 2014
Regards
The Tourism Management Students, Georgian College (Barrie) 2014 3
Signatures of Transmittal
Georgian College Students:
Andrea Turl Jennifer Telford Megan Stephen Jessica Johnston
Taylor Smith Lindsay Peterson Shauna Spencer
Orillia Farmers’ Market Council:
Print Name Signature
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Acknowledgements
We would like to express our deepest appreciation to the Orillia Farmers’ Market for providing us with the opportunity to work with them as tourism management consultants throughout this Strategic Tourism Action Plan. We want you to know how honored we were to work with you during our final and most important semester of our three year Tourism
Management Program.
The insight and knowledge we have gained over the course of the semester would not have been accomplished without your help and support.
We would also like to express our gratitude to our Georgian College professor, who has assisted us in the development of this Action Plan, Paul Burton. Thank you for guiding us and continuously offering your input in the process. Your feedback and mentoring has guided us to create what we believe to be a successful end product. We must also thank those whom have had input in our time at Georgian College throughout the three years we have been there.
Our Most Sincerest Regards,
Andrea Turl, Megan Stephen, Jennifer Telford, Taylor Smith,
Jessica Johnston, Lindsay Peterson and Shauna Spencer
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Executive Summary
Purpose:
The Strategic Action Plan for the Orillia Farmers’ Market is intended to serve as a guide for coordinating, practices in the future operation that best improve the company. This report has been developed in order to guide and recommend alternatives in order to identify areas of opportunity for the Orillia Farmers Market.
This report has been formulated by the students of the Tourism Management Program at
Georgian College (Barrie), with the help of the Orillia Farmers’ Market and our professor Paul
Burton as well as the use of in-depth primary and secondary research performed by the students.
The report outlines the stage the Orillia Farmers Market is currently at, then outlines the
Key Issues it is facing briefly listed below:
1. How can O.F.M. strengthen its connection with the downtown main street merchants (BIA), and the downtown and waterfront?
2. How can the O.F.M attract more high quality producers and vendors?
3. How can the O.F.M. reposition itself as a demand generator in Orillia?
4. How can O.F.M. build more brand awareness to the desired target market?
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The principles and guidelines have been strategically developed to move the organization forward from its current position to a more desirable product for its market.
The principles are as follows:
1. To be a leader in Orillia’s agricultural tourism industry.
2. To appeal to visitors and residents as a major demand generator for the city of Orillia.
3. To remain a strong agricultural based and community focused organization.
4. To be a leader in sustainable (tourism) development within the community.
5. To preserve the integrity of a traditional, authentic farmers’ market and build on the heritage of Orillia and Simcoe County.
The recommendations featured at the end of the report are based on the key issues the
Orillia Farmers’ Market currently faces. The recommendations have been formulated to launch the Orillia Farmers’ Market into future success and growth, while developing a product that can be enjoyed by their Customers and Vendors.
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Table of Contents Letter of Transmittal Page 2 Signatures of Transmittal Page 3 Acknowledgements Page 4 Executive Summary Page 5-6 Table of Contents Page 7-9 Situation Analysis Page 11 2.0 Product Analysis 2.1 Introduction Page 11 2.2 Background of Farmers’ Markets in Ontario Page 11-12 2.3 Background of Orillia Farmers’ Market Page 12-13 2.4 Nature of Experience Page 14-16 2.5 Brand Identification Page 16-17 2.6 Vendors Page 17-22 2.7 Summary of Product Analysis Page 22
3.0 Farmers’ Market Site Analysis 3.1 Introduction Page 23 3.2 Location Page 23-24 3.3 Shape Page 24-25 3.4 Carrying Capacity Page 25-26 3.5 Surrounding Area Page 26-27 3.6 Structures Page 27 3.7 Parking Page 27-28 3.8 Zoning, Bylaws and Scheduling Page 28-29 3.9 Features of Site Page 29 3.10 Amenities and Accessibility Page 30-31 3.11 Exposure Page 32 3.12 Climate and Seasonality Page 32 3.13 Summary of Site Analysis Page 33 4.0 Market Analysis 4.1 Current Demographics Orillia and Simcoe County Page 34-36 4.2 Market Segmentation Page 37 4.2.1 Market Segmentation Diagrams Page 37-38 4.2.2 Primary Market Page 39-40 4.3 Secondary Market Page 40 4.4 Implications Page 40-41 8
5.0 Marketing Analysis 5.1 Marketing Definition Page 42 5.2 Current Marketing Activities Page 42-43 5.3 Facebook Page 44-45 5.31 Facebook Situation Analysis Chart Page 46-47 5.4 Webpage Online Presence Page 48 5.41 Website Situation Analysis Page 49 5.5 Formal and Informal Partnerships Page 50 Summary Page 50-51
6.0 Competition Analysis 6.1 Direct Competition Locations Page 52 6.2 Competition Qualities Page 53 6.3 Barrie Farmers’ Market Page 54-55 6.4 Barrie Farmers’ Market Location Page 55 6.5 Gravenhurst Farmers’ Market Page 56 6.6 Gravenhurst Farmers’ Market Location Page 56-57 6.7 Bracebridge Farmers’ Market Page 57 6.8 Bracebridge Farmers’ Market Location Page 57-58 6.9 Secondary Competition Page 58-59 6.10 Implications Page 59
7.0 Community Analysis 7.1 Introduction Page 60 7.2 Orillia Overview Page 60-61 7.3 Demographic Characteristics Page 61-62 7.4 Major Demand Generators Page 62-66 7.5 Transportation and Accessibility Page 67 7.6 Implications Page 67
8.0 Regional Analysis 8.1 Introduction Page 68 8.2 Simcoe County Overview Page 68-70 8.3 Major Demand Generators Page 71-72 8.4 Unique Selling Points Page 72-74 8.5 Attractions Page 75-77 8.6 Transportation and Accessibility Page 77 8.7 Implications Page 78-79 9.0 Trends Introduction Page 80-81 9.1 Staycations Page 81 9.2 River Cruising Page 82 9.3 Mobile Technology Page 82-83 9
9.4 Agro-tourism Page 83-84 9.5 Healthy Eating Page 84 9.6 Implications Page 84-85 10.0 Business Environment 10.1 Introduction Page 86 10.2 Canada’s Business Environment Page 86-88 10.3 Ontario’s Business Environment Page 88-90 10.4 Simcoe County Business Environment Page 90-92 10.5 Orillia’s Business Environment Page 92-94 10.6 Business Environment of the Farmers’ Market Page 95-97 10.7 Implications Of Business Environment Page 97-98 11.0 S.W.O.T Analysis 11.1 Introduction Page 99 11.2 Strengths Page 99-101 11.3 Weaknesses Page 102 -103 11.4 Opportunities Page 103-105 11.5 Threats Page 105-106 11.6 Summary Page 106-107 12.0 Key Issues, Developmental Guidelines and Business Objectives 12.1 Key Issues and Definition Page 108-109 12.2 Principles and Developmental Guidelines Page 110-111 12.3 Business Objectives Page 112 13.0 Alternative Strategies and Strategic Direction 13.1 Strategy 1 – Commercialized Page 113-114 13.2 Strategy 2 –Themed-Historical Page 114-115 13.3 Strategy 3 – Community Food Hub Page 115-116 14.0 Strategic Direction Page 117-118
15.0 Recommendations 15.1 Page 120-122 15.2 Page 123-126 15.3 Page 127-129 15.4 Page 131-136 15.5 Page 137-145 15.6 Page 146-155 15.7 Page 156-162 15.8 Page 163-170 15.9 Page 171-198
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16.0 Recommendation Phasing Chart Page 199 References Page 200-206
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Situation Analysis
2.0 Product Analysis
2.1 Introduction
The purpose of this product analysis is to assess the current situation of the Orillia
Farmers’ Market. This analysis will give an overview of the current strengths, weaknesses, and threats of the farmers’ market. It will also focus on the nature of the experience of farmers’ markets and specifically the Orillia Farmers’ Market.
This analysis will also cover the history of farmers’ markets in Ontario and their standing in today’s market. It will also specifically look into the history and current situation of the Orillia
Farmers’ Market
2.2 Background of Farmers’ Markets in Ontario
Kingston is the location of the first farmers’ market in Ontario, operating since 1780. The market was a result of pioneers settling into the province and relying on agriculture to feed their families and make money from their crops. The market was an opportunity to make money for the farmers’ and for the local residents to buy their products. The market soon grew in popularity and soon many more began operating across Ontario. 12
In the 1970’s the farmes’ markets began to see a decline in customers. This was a result of urbanization, and the big businesses began opening their doors in the downtown cores of cities and towns. Malls, big grocery stores and super centres began taking over the downtown areas, generally in close proximity to where the market operated. The convenience of one-stop shopping and the extended hours of operation began to take a toll on the farmers’ markets.
Rejuvenation of the markets began soon after and in 1991 the establishment of an organization called Farmers' Markets Ontario® helped to recapture the original appeal of the farmers’ markets. Public interest in the seasonality of food and the boom in organic produce have also helped the growth and rejuvenation of the farmers’ markets. Currently in Ontario there are 165 markets as listed by Farmers’ markets Ontario.
2.3 Background of Orillia Farmers’ Market
The Orillia Farmers’ Market is Ontario’s longest running Farmers’ Market, which was established in 1840. Orillia is located between Lake Couchiching and Lake Simcoe and was originally incorporated as a village in 1867.
“This Market operated on a parcel of land turned over for the use of local farmers’, at what turned out through time to be the main downtown intersection and the location of the community's Opera House and Public Library”(Weslor. Para 1). In 2009 the market was moved to a temporary location while the city was making some upgrades to the library. The library was torn down to make way for a new one. During this time the market was located at the city centre.
At the end of 2013 the library was complete and the vendors were able to move back to their original place of business. Located in figure 2.3.1 is a map indicating the current location of the market. 13
Figure 2.3.1 Location of the Orillia’s Farmers’ Market identified on city street map
Image retrieved from: https://maps.google.ca/maps/ms?msa=0&msid=216202503518538022146.00045036a8e7a60ec6
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The market is also one of Ontario’s only year-round markets. Only 13 out of 165 markets in Ontario are open all four seasons. See Figure 2.3.2 for a listing of Ontario farmers’ markets that are year-round markets. The majority of the vendors are located within the library during the colder months, with a few food vendors staying outside the library’s doors. The markets vendors are comprised of local residents from Orillia and the surrounding area. The vendors at the 14
Orillia’s Farmers’ Market have a ratio of 4:1 for farmers’ versus Crafters. Additionally vendors must be 51% from the ground with the products they sell.
2.3.2 List of Farmers’ Markets in Ontario that are year-round
Image retrieved from: : http://www.farmersmarketsontario.com
2.4 Nature of the experience
Initially people would farm the land simply to provide food for themselves and their families but eventually farming grew more intensive and farmers’ markets were born (Farmers’
Markets. Para 1.). Markets were integral to society and a part of everyday life. Today the markets serve as a unique and more personal way to buy produce. More emphasis is put on healthy eating and being cautious of the way our food is produced and where it is produced. Buying from local farmers’ means the food being purchased has less transport time, less handling, less refrigeration, and less time in storage. Another benefit is the food being purchased at the markets is better for 15 the environment, helps out the local economy, in turn it’s a more socially and environmentally responsible choice.
The nature of the experience offered to the visitors is both socially rewarding and consumer rewarding (from a shopping view). The markets offer the visitor a chance to meet the vendors who were engaged in the entire process of producing the food or product from preparing the land, planting the seeds, harvesting the crop, and possibly making food to sell at the market produced from that crop. The market vendors are knowledgeable of the products they sell, and take great pride in their products. When visitors come to the markets, they are able to interact with vendors by chatting, learning and giving feedback about their own experiences. This encourages an interactive shopping experience for the visitor making it unique. The visitors are able to develop friendships with other market goers and with the vendors. It becomes very much of a social experience attending the markets. Waking up early on a weekend morning to attend the market, interacting with people, listening to live music while shopping, and trying different prepared foods all make for rewarding shopping experience.
The level of customer service provided at the market is above average. There are a number of factors that contribute to a high-level of customer service provided. When purchasing produce or products at the market, customers are able to speak face-to-face with the farmers’ who grew the food or the crafters who produced the crafts. This gives the customer a more personal experience, and allows the customer to ask questions specific to their purchase from a first-hand source. Vendors are knowledgeable about their products due to the level of involvement in producing their products. Visitors get a shopping experience not provided at regular shopping centres. It is much more of an interactive experienced for the shopper. The 16 local residents have a chance to interact with the local vendors, helping to maintain social ties and builds on a sense of community.
2.5 Brand Identification
Brand identification is how the brand is perceived by the consumer. Creating brand identity is crucial factor in a business’s success. In doing so, the consumer is able to connect their needs/ wants in the product with an actual product. The brand identity of the farmers markets is through its agricultural and community roots.
2.5.1 Features and Fact Chart
Feature Fact The Orillia Farmers’ Market has Farmers’ produce and sell their products directly fresh, locally grown produce to the customer at the markets. Buying from a local producer is The products are known to have less; transport, better for the environment. handling and time in storage. Community involvement The market initiates community involvement.
2.5.2 Implications
Customers identify that the products they are purchasing at the market are produced locally and are fresher than the produce that is imported to the area. Customers may feel that purchasing though the market that they are making better food choices for their families or self. Additionally attending the local markets contributes to community involvement and develops a sense of pride in the community. These aspects help and create and maintain social ties within the community.
Customers shopping at the market understand that purchasing through a local supplier that less pollution is created through less transportation time of the product 17
2.6 Vendors
The Orillia’s Farmers’ Market has a large variety of vendors to choose from. The variety vendors must be 51% food from the ground. The ratio of farmers to crafters at the market is 4:1.
The list of vendors is always changing and growing.
Sample Chart of Current of Vendors at the Orillia Farmers’ Market:
Name of Vendor: What they Sell:
McBrides Organic Farms Organic Foods-fresh produce and pasture-
raised beef, vegetables, brassicas, stalks of
brussels sprouts, celery root, herbs and frozen
cuts of grass-fed beef.
Alladin Indian Cuisine Fresh-made somosa, pakorah, and other
samples of traditional Indian cuisine including
spicy fries.
Christine Carr Designs Wood Sculptures, art, foraged items.
Rosie Rain Meat Pies, Superb meat pies, quiches, lasagnes, smiles.
Lillian Stamper Knitted washcloths, baby clothes, hats &
scarves.
North River Farm Fresh-grilled, home-made sausages, meat pies,
frozen fresh and Cold-expressed oils-Flax,
sunflower, pumpkin, mustard. 18
Elmvale Bakery Baked goodies with a European 'edge'.
Fox Foods Gourmet tacos, popsicles, fair trade coffee and
herbs.
Earth Snacks A tasty selection of raw, vegan and gluten free
foods.
Sunshine BBQ Hot dogs, sausages, meatball sandwiches &
more.
Grounded Coffee Company Inc. Fair trade espresso, Americano + smoothies &
sprouts.
Take Comfort Amazing Cinnamon Buns, fantastic treats.
McCutcheon's Maple Syrup Award winning maple syrup and honey.
Mel's Belts Handmade belts, leather products and repair.
Quaker Oaks Farm Gourmet stuffed olives, fresh breads & baked
goodies.
Kathy's Kakes Beautiful handmade chocolates and
confectionery.
Willowtree Farms Inc. Vegetables and fruits in season, gladiolas and
apple cider.
MadGringo Hot Sauce Canadian made hot sauces and spicy treats.
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J.J. Waugh Kitting Beautifully hand knitted fashions and tea
cosies.
Carlo Barranka Imperial meats, Ontario fruits and vegetables
Shelly's handmade baked goods A selection of fresh baked pies, cakes, and
decorated cookies.
Just Cage it Jewellery Hand stamped sterling silver jewellery.
Kozak garlic farm Locally produced garlic.
Wilkie's Bakery Award winning butter tarts and fresh baked
goods.
Herta Mulder Adorable hand knitting and crocheting.
Bee By The Sea Natural Products Honey inspired skin care products.
Lexi Deece-Cassidy Delectable mini doughnuts.
Joelle Bergeron Vegetables, Pottery, firewood and baking.
May's Food Service Fresh and smoked fish and seafood.
Valerie Bogen European delicacies, tasty take home foods. 20
The Kind Kitchen Purely vegan edibles featuring decadent
cheesecakes, freshly baked baguettes, cookies
and much more.
T&R Jones Farm Fresh Fruit
Debra of Hawkestone Hill Farm Heirloom tomatoes and also offering shiitake
mushrooms and pastured chickens and eggs
from her local farm.
Yummies in a Jar Jams, dessert toppings, pepper and herb jellies,
chutneys, fat free vinaigrette dressings and
marinades and pure maple syrups infused with
fresh fruit or liqueurs.
The Orillia’s Farmers’ Market has a great variety of produce, crafts, art, ready-made foods personal products for customers to choose from. Some of the vendors are seasonal as well as some of the products change from season to season. The market also has live entertainment available on most days such as musicians singing or playing instruments.
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2.6.2 A Local Musician and Touch of Dutch Vendor form The Orillia’s
Farmers Market
Images Retrieve d from: Strategic Planning and Management Assignment, Facebook.
Staffing at the Farmers’ Market 22
“In recent years the Market has been administered by a Management Committee. Since becoming a department of the City, and self-sustaining at that, the Committee consists of three
'citizen-at-large' representatives - one of which may be from an adjacent municipality - appointed by City Council from among people who apply, three representatives from among the
Market vendors, and one City Council member. The market is run entirely from stall fees generated from the vendors and does not receive funding from the city. (Orillia Farmers’ Market,
2014. Website )”. The members of this committee are: Max Durnford (Chair)-City resident,
Patrick Kehoe-City Councillor, Peter Knights-City resident, Murray Burnett-City resident, Kathy
Webb-vendor at the Orillia Farmers' Market, Ed Baker, vendor at the Orillia Farmers' Market, and Tom Bouhs, vendor at the Orillia Farmers' Market.
2.7 Summary of Product Analysis
The Orillia Farmers’ Market has a unique brand identity and is a valuable part of the
Orillia community. The market provides a place or local farmers to sell their products directly to the consumer gaining nearly full premium for their hard work. For the customer it provides a place where they can purchase fresh, locally grown for produced products. The vendors are very knowledgeable about the products they produce, harvest, craft or prepare to sell. This provides an interactive shopping experience. It is a place for merchants and customers to come together for a mutually rewarding exchange. “Agriculture plays an important role in the Simcoe County economy. By supporting our local farms and farming community, you're helping ensure a healthy and sustainable economy”(Simcoe County Farm Fresh, para 1)
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3.0 Farmers’ Market Site Analysis
3.1 Introduction
The purpose of this site analysis is to gain an understanding of the physical and man- made site characteristics of the Orillia Farmers’ Market, as they relate to the functionality of the site and marketing. The site analysis will take a look at: location, size, carrying capacity, parking, accessibility, facilities, amenities, infrastructure, transportation, hospitality, seasonality, and zoning by-laws are examined.
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3.2 Location
Orillia’s Farmers’ Market is located at N44.608374, W-79.420983, in the City of Orillia, a block that sits in the centre hub of the city which consists of four Streets: West St., Mississauga
St. W., Andrew St., and Market St. Highways #11 and #12 are the main points of entry. Highway
#12 gradually converts into Coldwater Rd which is a street away from the Farmers’ Market.
Figure 3.1.2 Location of Orillia's Farmers’ Market (Google Maps, 2013)
3.3 Shape
Figure .3.1 Ariel View Shows 25
Shape of Orillia Farmers’ Market
Ariel view shows the “Tetris Block shape” of the Farmers’ Market site. The red arrows show the ingress and egress of automobile flow and accessibility onto the site. This site is designated as a “heritage” zone. Recognizing the Orillia Farmers’ Market as a community hub, and a cultural touchstone, and promoting it as such, is a principle directive for the Downtown
Orillia Management Board (DOMB) along with Orillia’s Business Improvement Area (BIA) organization.
3.4 Carrying Capacity
The Farmers’ Market site has a recently been completely renovated during 2010- 2013.
Since the outdoor portion of the market is outside, it has no maximum carrying capacity, but a comfortable amount is guesstimated at around 250 (including vendors). Outdoors has a total of
69-98 vendor spaces available. These spots consist of 20- 12’X30’ spaces, 32- 12’X10’ spaces, and 17-12’X40’ spaces. This number can be adjusted as vendors choose size of table to display their wares.
The newly improved indoor site has vendor space, which can accommodate up to 35-39 vendors depending on how large of a table each vendor uses. Carrying capacity for the indoor area is 60ppl/room but, since the flow of pedestrian traffic is constantly moving, the Fire
Department has allowed capacity to be 180ppl at a time during Market hours. The indoor vendors have complete shelter and have excellent views of the environment outside, as well as an abundance of natural light to showcase their products. Each vendor has an allotted space to display their wares, and one of the culinary vendors has access to a built in mini-kitchen. There is an upper level, which consists of a semi-raised floor enclosed in glass so that visitors may 26 browse without entering the Farmers’ Market showroom. There is an indoor area that is lowered and has an open concept that facilitates a few more vendors. Three points of access to the market catalyse the flow of buildings activity. One entrance is through the doors on Mississauga Street, second entrance is on West Street, and the final is the Andrew Street doors.
3.5 Surrounding Area
Orillia’s BIA mandate is to retain the historical beauty of the downtown areas buildings and structures. The organisations dedication to this directive is prevalent, as the immediate surrounding area is mainly comprised of commercial businesses, mixed with municipal buildings, and with a small percent being residential, most of which convey the historic essence of the past era.
West St – Is a major traffic artery in the heart of the city, is quite busy any time of year and is central station for all of the city’s transit buses. It has an apartment building, a non-profit business (the Meeting Place), a gym (Genesis), a travel sales business (Advantage Travel) a shoe store (Walking On A Cloud), a Lawyer’s Office (Fay A. MacFarlane & Assoc.), a bank (BMO
Nesbitt Burns), and an antique store (Banks Antiques).
Mississauga St – The other street that comprises the main pick-up point for passengers to change buses, as well as being the main street that customers from the Port of Orillia would normally take. Kitty corner to the Opera House that sits on the corner of the Market block, is another bank (Bank of Montreal). Directly across the street from the Opera house is yet another bank (CIBC), a salon and spa (Southern Comfort), staffing agency (Crossroads Staffing), a beauty salon (Diane’s), an entrance to municipal parking lot (Champlain),a bargain shop
(Charlie’s Bargains) with space available for rent upstairs, a men’s clothier shop (Timpano’s), a 27
Laundromat (West End Dry Cleaners), a butchers market (Fred’s Meat market) that houses a martial arts studio upstairs.
Andrew St – The block directly across the road from the library on Andrew St., one can find a couple of businesses, a café (Gourmet Station) a barber shop (Man’s World), a natural foods store (Gaudaur’s) and to finish at the corner a real estate office (Royal Le Page) ( then find that the area will quickly turn to residential area.
Market St – There is a couple of residential buildings (apartments and a house) on the street that meets up with the library’s municipal parking lot. There is also hydro station that backs on to the
Farmers’ Market site.
3.6 Structures
The Market itself shares the infrastructure of the library, and is within close proximity of the Orillia Opera House. The notion that the library would be the permanent home of the Orillia
Farmers’ Market is one of the reasons for the library’s lofty size of 47,000sq.ft. The Market is housed in the rear sub-structure of the library, both in and, outdoors. In the past, the Orillia’s
Opera House lent its space, to become the Farmers’ Market for the cold winter months.
3.7 Parking
The on-site municipal parking lot; on which is the Orillia Farmers’ Market is situated; can accommodate 81 cars when the parking spaces are not hampered by seasonal factors such as snow. The lot can be accessed on West Street and also on Market Street (see “Lot 4” on 28
Municipal Parking Lot Map). There is ample parking (862 parking spaces) that is available within a walking range of 250 meters.
Figure 3.7.1 Municipal Parking Lot Map
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3.8 Zoning and By-Laws and Schedules
Schedules
There are three different schedule types and because the Farmers’ Market is both in, and outdoors, it has to adhere to all types. For Instance:
Schedule “A” – Indoor Table Layouts (Majority 8’x3’ and 6’x3’)
Schedule “B” – Outdoor Vendor Stall Layout
Schedule “C” – Policy 1.9.1.2 of the City of Orillia Policy Manual
3.9 Features of Site
Site Characteristics Facts Analysis
A. Physical
Shape Tetris Block or Z shaped Shape allows for access
Accessibility See Figure from multiple angles (S)
Visibility See Fig:3.1..1 Central Core (S)
Amenities Hwy # 11 Signage Hours of Availability (W)
Exposure Direct Bus Stop Transportation Hub (S)
B. Manmade
Buildings Library Modernized (S)
Opera House Historic Value is
Apparent(S) 30
Services Hydro, Water Ease-of-Access (S)
C. Other Planning
Zoning Schedules “A”, “B” and No room for expansion
“C” (W)
Parking On-Site, Off-Site Plentiful, Unseen (S,W)
Designation Heritage Site Significant (S)
3.10 Amenities and Accessibility
Hydro & Wheelchair Marketing Restrooms Water Accessibility
Figure 3.10.1
The new and improved Farmers’ Market has shared storage space for the vendors to store product. Marketing technology is incorporated through a LCD monitor that informs visitors of current and upcoming events
The new washrooms are available for public use, and are easily found. There is also a family washroom which is intended for families, which includes a baby change-station. Hidden away along the wall of the lower floor, four bar-style seats make up a café area where customers 31 can enjoy culinary purchases immediately, if they so choose. A wheelchair friendly access walkway connects all of the halls and in the heart of the foyer is where the musical entertainment lends its ambiance. All the city buses transect a few steps away from the Farmers’ Market site, on the corners of Mississauga St., and West St.
Figure 3.10.2 Orillia Transit Route Map
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3.11 Exposure
Based on studies conducted by the City of Orillia, the Traffic Volume Map 3.11.1 has been adapted to focus on the area of the Farmers’ market shows the level of exposure that the site receives on a daily basis.
Figure 3.11.1 Adapted from City Of Orillia Traffic Volume Map
3.12 Climate and Seasonality
Winter impacts product availability, but doesn’t affect quality, of what is available.
Market visitor rate is significantly lower in the winter months, as discussed in the Market
Analysis. Regardless, frequent visitors that drive motorized wheelchairs, maintain that the market is still accessible despite the elements. Spring, summer, and fall weather allows the vendors to display their wares outdoors. Parking is affected making less available spaces, as the downtown area buzzes with activity for other businesses and happenings in the core area.
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3.13 Summary of Site Analysis
The Orillia Library infrastructure has many factors to indicate that the new home of the
Orillia Farmers’ Market will prove to be a great success in drawing previous customers back and gaining new generations of loyal patrons, as children and adult library goers has risen significantly in the past few years. The accessibility to the area either by bus or on foot, biking or by driving is convenient. The proximity of the transit system and the ample parking will generate a future of economic prosperity. However, the only foreseeable problem in the future is that as Orillia continues to grow and expand, the need for more square footage to hold the
Farmers’ Market may be in demand.
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4.0 Market Analysis
The goal of a market analysis is to determine the attractiveness of a market, both now and in the future. Organizations evaluate the future attractiveness of a market by gaining an understanding of evolving opportunities and threats as they relate to that organization's own strengths and weaknesses.
Organizations use the findings to guide the decisions they make to advance their success. The findings of a market analysis may motivate an organization to change various aspects of its growth and improvement strategy. Affected areas may include visitor in take, a work force expansion/contraction (bringing in more vendors as a secondary market), facility expansion, and promotional activities.
4.1 Current demographics for Orillia and Simcoe County
(Statistics Canada. (2011). Census Profile: Orillia, Ontario.)
From the table above it is shown that there has been a 1.1% change in the population in
Orillia from 30, 259 to 30, 586, which has occurred over the past 5 years. 35
That’s only 327 new residents in the Orillia in that time there has been an average of 65.4 new residents each year for five years. Although there has been a significant growth in the population of Simcoe County, the population made a change from 422, 204 in 2006 to 446, 063 in 2011 that is an increase of 23, 859 new residents over a five year period, but only 327 of those moved to Orillia this is only 1.5 % of the new population.
When specifically looking at the markets that the Orillia farmers’ market attracts. The
Orillia Farmers’ Market Executive Board that we met with, member Pat Loewen informed us that it was a range of customers from seniors, young families to teens who are at college and universities in the area.
(Statistics Canada. (2011). Census Profile: Orillia, Ontario.)
From this we can see that just under 1000 of the residents in Orillia do not live there permanently. We would assume that this number is made up of cottage country visitors who own property in the area as well as college and university students who are there from the September to April period mostly.
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It estimated that when asked where they get their produce from 19 out of 20 people would name a super market according to a study done by the Foodland Ontario. Looking at this the 1 in 20 average at an age of 50-64 years this would be the majority of the senior market.
The primary markets are seniors over the age of 50, and then teens and young families as the secondary markets.
The current market visits all year round but we see a peek period in the summer, this is due to the fact everyone is not aware that you are able to buy fresh produce throughout the year, commonly it is purchased more in the summer when people are looking to buy ingredients for salads, vegetables for dips and or picnics.
Due to the current change in location there can also be a loss of visitors from lack of awareness from the relocation. Customers that perhaps don’t visit on a weekly basis may not have been aware of the relocation and if they are from the older generation they may not have access to the Internet to check the website for changes. As well with the relocation the executive board for the Orillia farmers’ market discussed with us that a new market would be opening in the spring with a number of their current vendors moving over to the new market, if there are customers that are loyal to specific vendors then there could be a large loss of customers there.
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4.2 Market Segmentation
4.2.1 Market Segmentation Diagram
Residents
A flow chart to show the permanent residential markets.
Year Round Seasonal
Students Dual Guardian Single Guardian Seniors Cottagers Homes Homes Colleges and Universities 38
A flow chart to show the non-residential markets 39
4.2.2 Primary Market
The primary target markets are those that live within a 30 Kilometre radius of the Orillia
Farmers’ Market.
Secondary Target Market Area
Primary Target
Market Area
The primary market is those aged 45 – 64, this is the most common age of the residents in
Orillia as shown in the table below.
(Statistics Canada. (2011). Census Profile: Orillia, Ontario.)
This would be those with more disposable income, which are in their later years of life and more focused on having a healthy lifestyle. This market can be retiree, grandparents who are looking to stay healthy for their younger generations or those who want to stay physically healthy for their later years. 40
4.3 Secondary Market
The secondary market is actually those aged 15-19 years in the County of Simcoe they are amongst the top ages currently located here.
This is a range of high school students and college students at this age they are able to work and thus have some of their own income rather than depending on their parents to pay for their groceries.
(Statistics Canada. (2011). Census Profile: Orillia, Ontario.)
4.4 Implications
- The Orillia Farmers’ Markets main primary market based on this situation analysis is
seniors aged 45-64 years of age. These are those who live within a 30 KM radius of the
location of the Orillia Farmers’ Market.
- Their secondary market is those aged 15 -19 from colleges and universities in the
surrounding areas. As well as permanent and non-permanent residents of Simcoe County
this means that the Orillia Farmers’ Market is drawing in a wider area of their market,
which partially expands, into the GTA.
- Based on the Market Analysis the Orillia Farmers Market attracts a wide range of
customers for their business. The customer base is ever growing with more residents
moving into Orillia and Simcoe County each year. This means that with the rise in
population we should see a rise in visitation.
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5.0 Marketing Analysis
The purpose of this analysis is to examine the current marketing activities of the Orillia
Farmers’ Market. The analysis will focus on the promotion of the Orillia Farmers’ Market through marketing activities, the product, partnerships and funding. It will analyze the current marketing strategies and the implications in order to achieve the goals outlined in the background information. These goals include:
Increasing visitor numbers;
Increasing awareness about what the farmers’ market has to offer; and
Strengthening brand recognition and repositioning the market as a major demand
generator.
5.1 Marketing Definition
Marketing is a continuous, sequential process through which management in the hospitality and travel industry plans, researches, implements, controls, and evaluates activities designed to satisfy customer’s needs and wants and their own organizations’ objectives. To be most effective, marketing requires the efforts of everyone in an organization and can be made more or less effective by the actions of complementary organizations. (Morrison, 2010)
5.2 Current Marketing Activities
The Orillia Farmers’ Market current marketing communication activities are managed through; Facebook, The Orillia Farmers’ Market website, the Cities’ website, downtown Orillia website, various formal and informal partnerships, Ontario`s farmer’ market`s website and personal selling efforts. The Orillia Farmers’ Market is also featured on various websites 42 managed by the farm owners who sell their products as vendors at the market. These current marketing activities are all forms of promotion for the Orillia Farmers’ Market.
5.3 Facebook
As the popularity of social media continues to grow at a rapid rate, a greater window of opportunity presents itself for the Orillia Farmers’ Market to enhance their promotional efforts and create a strong online presence. The page currently has 623 likes with an average of 50 people talking about it at a time. The Facebook page is managed and kept up to date by Melissa
Baker, co-owner of Fox Foods which is a loyal vendor at the Orillia Farmers’ Market. Facebook has allowed vendors to communicate with customers who may have inquiries, comments or concerns about their product. They keep up-to-date with all of their information with an assortment of pictures showcasing their different products, new and returning vendors, contests, events, and local talent, customer reviews, and posts about any major changes or news. The
Orillia Farmers’ Market Facebook page also includes a “market blog” where any current issues that have been discussed during council meetings are posted in order to keep the patrons involved in every decision that is made. Such topics of discussion have included; parking restrictions or lack thereof, public transportation and the relocation of the market.
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Here you will see some examples of customer reviews for Fox Foods.
(Retrieved from https://www.facebook.com/FoxFoods , 03/10/14)
Emma McIsaac
My saturdays are made by this place existing.
Like11 · about 2 weeks ago ·
Jacqueline Paczay
Best tacos I've ever had! Go to the market. They are amazing and super healthy!
Like7 · about 6 months ago · 44
Kathy Webb
Discovered the amazing "Fox" taco at the first Christmas Market. Could not get over how amazingly fresh, delicious and ...See More
Like2 · about a month ago ·
Marc Hanuman Cohen
Brilliantly delicious! Fox Foods is an Orillia treasure! Like2 · about a month ago ·
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5.31 Facebook Situation Analysis Chart
Facts Analysis Implications
-page currently has 623 likes -highest trending means of -higher levels in older advertising (S) demographic facebook users -average 50 people talking allows for the promotion of about it at a time -keeps the Orillia Farmers’ family oriented events and Market information up to date activities -managed by Melissa Baker (S) -opportunity is present for a -features “market blog” -allows for customer feedback stronger online presence (questions, comments and through social media mediums -communication method concerns) (S) between customers, market -free advertising opportunities and vendors -great way to target and stay through social media connected with outside -announcements through regions (S) -cross promotional pictures, posts and comments opportunities about upcoming or important -ability to view competitors events current activities (S) -reinforcement of positive reviews will show loyalty of -organized and visually -providing current issues and customers stimulating social media page committee topics of discussion in the “market blog” (S)
-ability to create posts that stream onto customer’s news feeds without them having to search for information
-target market is within older age bracket (W)
-difficult to strategically measure success through facebook (W)
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One issue with Facebook is the age group in which the Orillia Farmers’ Market has aimed their marketing activities towards. Although the number of people ages 30 to 65 plus using Facebook has grown significantly since 2005, it would still be considered a weakness. The chart below shows the growth in the older age groups who have become Facebook users and the numbers are promising.
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5.4 Webpage Online Presence
The Orillia Farmers’ Market website has been constructed to inform people of what they have to offer. It showcases their loyalty to fresh and Ontario grown products, a list of vendors and what they offer, a calendar of events, how to become a vendor, in-season products, their history, their affiliations and any current news about the market. Visitors to the website are able to access all the information from clearly outlined drop boxes at the top of the page which list all the options. The Orillia Farmers’ Market website shows supports for their affiliations with links to the webpage. These affiliations include; Foodland Ontario, Ontario’s Farmers’ Markets and
My Pick Local Farmer. When searching for the Orillia Farmers’ Market on the Google Search
Engine, it is the first option that appears. This concludes to they have done well with optimizing their keys words.
Using Google search engine for Orillia Farmers’ market also appears websites where the market is featured which include; the City of Orillia, Downtown Orillia, Ontario Farmers’
Markets, and websites of some farms that sell product at the market. These websites provide the basic information about the market, which includes; the location, nature of the experience and the hours of operation. These affiliate websites help in the cross promotion for the Orillia
Farmers’ Market to potential customers that are visiting the webpage.
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5.41 Website Situation Analysis Chart
Facts Analysis Implications
-website managed and updated -extensive information about -easy to monitor success by by the Orillia Farmers’ Market vendors and products (S) click through rates and gather Manager information about visitors and -Organized and easy to what they are looking for information includes navigate through website (S) -about us -potential to create customer -history -up-to-date information and feedback through online -all vendors about upcoming events on the games or surveys -Arts & Crafts calendar (S) -Fruit -Good Eats -an abundance of visuals that -Honey & Maple Syrup appeal to customers (photos) -Meat (S) -Miscellaneous -Plants and Herbs -key word optimization on -Preserves search engines (S) -Vegetables -About us -clear links on main page to -Calendar affiliations (S) -In- Season -Contact us -Links to government official -In the News articles about strict -Become a Vendor verification rules of being a -Photo Gallery local farmer (S) -Guestbook -Member Login -no visible link to the -Links facebook page (W)
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5.5 Formal and Informal Partnerships
Partnerships are vital to the farmers’ market becoming a major demand generator for the city of Orillia. Currently the market has around one hundred mutually beneficial partnerships from around the city. These include some of the websites mentioned before produced by some vendors, local artisans that have a permanent store front or produce from their homes and of course the city of Orillia and Chamber of Commerce.
Partnerships for the market are mutually beneficial and include all of the vendors and local artisans which provide word of mouth advertising for the market. The market has also produced an ad on 104.1 the Dock about their relocation back to the library location. They did however make a mistake on the spelling of “library” which should have not been missed. They have not partnered up with any of the major events happening within Orillia which could improve their visitor numbers drastically. The current partnerships help to promote the market locally and maintain that support in community culture and heritage. They have limited funds for marketing and advertising communication activities which sets a great importance on community support.
Summary:
Overall the Farmers’ market is using a variety of resources for marketing communications but they have not yet exhausted their resources. Knowing that facebook is growing in popularity with an older age group creates a great opportunity to utilize the family oriented nature of experience and the development of new family events and activities. They could also benefit from producing a Twitter page and LinkedIn account to create a broader range for prospecting potential customers and vendors. To increase participation without a budget, they 50 could create contests for anyone who can come up with a new idea for an event that they would like to see happen at the market. This would also enhance the word of mouth action when people are feeling excited about their own ideas. As for the website, there are only so many changes they could make. Providing more maps for available parking seems to be an issue as well as creating easier access to their social media links. Partnerships need to be utilized to their advantage more often through major festivals and events happening within the city. In order to increase awareness and the number of visitors, the market could work towards having their name mentioned on the cities event calendar when these big events are advertised. They could also participate in guerrilla marketing by physically going to the event to provide flyers and samples of their fresh products. We need to reconnect the lower part of the main street to the farmers’ market in attempts to bring people up from the marinas and beach front to buy their local produce and support the community. Overall the farmers’ market needs to utilize their community support in partnerships and involvement from patrons in repositioning themselves as a major demand generator.
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6.0 Competition Analysis
The purpose of completing the competition analysis for the Orillia Farmers’ Market is to analyse its position of the Orillia Market in comparison to other major markets in the area, and to take an in-depth look at the strengths and weaknesses of these competitors.
Three markets that have been identified as direct competition for the Orillia Farmers’ are
1. Barrie Farmers’ Market, 2. Gravenhurst Farmers’ Market, and 2. The Bracebridge Farmers’
Market, refer to figure 6.1 for relative market locations. These farmers’ markets have been viewed as direct competition to Orillia because of the close proximity, with all three being within a 40 minute driving distance from Orillia’s downtown core, refer to 6.1 for reference in locations. Additionally, they all hold a prime spot close to highway 400/highway 11 which carries a vast amount of cottage country traffic from approximately May-October. The above mentioned farmers market are similar in many ways to The Orillia Farmers’ Market, there are a few key differences between them, that make highlighting the unique selling points of the farmers’ market in Orillia its market critical in standing out against its competition.
6.1: Direct Competition Locations
Orillia Farmers’ A Market Barrie Farmers’ B Market
Gravenhurst Farmers’ C Market Bracebridge Farmers’ D Market 52
6.2: Competition Qualities
The following chart is an overview of the general characteristics of each of the direct competitors to the Orillia Farmers’ Market. Important points from this chart are expanded upon in more detail in the paragraphs dedicated to each individual market.
Qualities Barrie Gravenhurst Bracebridge Location City Hall – Close to Muskoka Wharf Memorial Park - Downtown Downtown Times/season 8am – 12pm 9am – 2pm 8:30am – 2pm Saturday Wednesday Saturday (All Year) (May - October) (May - October) Nature of the - Community oriented - Tourism based - Attract a more local Experience - Social Gathering space - Many events and customer base over that of tourist - Close to activities through the waterfront/downtown summer - Smaller more intimate area environment - Connected to tourism - Many events and in the summer months activities through the summer
Vendors - Baking & Food - Baking & Food - Various vendor categories products (14) products (28) - Information not available - Arts & Crafts (10) - Arts & Crafts (42)
- Produce & Plants (23) - Produce & Plants (19) Future Possible expansion into N/A N/A Endeavors Barrie bus terminal, providing a more central downtown location
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6.3 Barrie Farmers’ Market
The following map is a close up look at the location of the Barrie Farmers’ Market and its position in comparison to the downtown and waterfront areas.
6.4 Barrie Farmers’ Market Location
Located in downtown Barrie at Collier and Mulcaster Street is the weekly site for
Barrie’s Farmers’ market, operating from the hours of 8am to 12pm on Saturdays all year round.
The market has been in its location since its original conception in 1846, only closing for a short period of time between 1875 and 1875 due to fire damage which allowed the opportunity to rebuild and expand the market square. From this time until the mid-20th century, Barrie along with many other cities in the region made the move from an agricultural based city to that of a 54 manufacturing prominence, which ended up giving the city of Barrie ownership of the market
(About Us, n.d.).
With a population of 135,711 people to draw from, as well as being located within close proximity to other highly populated areas. The Barrie Farmers’ Market has a much larger market locally than Orillia which is one of its greatest strengths. The location of this market offers a strength due to its proximity to the downtown core (within one block) and also a short walking distance to the waterfront where many events are held all year especially through the spring/summer which bring an great deal of ne visitors to the area. The city of Barrie also provides an abundance of free parking lots and meters through the duration of market hours to allow patrons to visit freely as well as being located within walking distance to the Barrie bus terminal, GO station and other bus stops allowing potential customers easy and cos effective ways to get to the market . The market also has some social media coverage on Facebook as well as links to other pages such as the City of Barrie’s website and being featured on the Farmers
Markets of Ontario Website. Another great strength of this market is the well-kept website, which features a description of the history of the market, up to date picture, a list of events, detailed vendor information, directions and a parking map, as well as information on how to qualify to be a vendor. With all strengths come some weaknesses, in Barrie’s market this happens to be the limited hours. Being open only for four hours once a week, limits the amount of profit market and the vendors can make. Also with the market closing at noon, there is a loss of the lunch time rush of business and losing the interest of those who wish to do their shopping later in the day. Overall Barrie’s Farmers’ Market poses the highest threat to the farmers market in Orillia because of such a close proximity and very similar qualities of operating.
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6.5 Gravenhurst Farmers’ Market
The following map is a close up look at the Gravenhurst farmers’ Market and its position within the Muskoka Wharf Development.
6.6 Gravenhurst Farmers’ Market Location
The second direct competitor is Gravenhurst Farmers’ Market which operates on
Wednesdays 9am-2pm seasonally through the summer months starting at the end of May (GFM
Homepage, n.d.). By being the only farmers’ market in the area operating during midweek, this has become their biggest strength in being able to capture a segment of the market that no one else is touching, and selling to those who need more fresh produce during the week or may be busy on weekends and cannot attend a market. Although being able to be open for a market segment that needs to be reached the Gravenhurst market hours closing at 2pm also restricts 56 visitors to those who can attend by being open during conventional work hours, where most workers do not get off until later in the afternoon. Another weakness of this market is being seasonal, which allows room for their summer customer base to find elsewhere to buy fresh produce during the winter months with the possibility of staying loyal to their new market or store in the summer months as well. Orillia could perhaps capitalize on these weaknesses by creating a partnership with the Gravenhurst market by engaging in marketing for each other during their own hours of operation and begin sharing a good portion of their customer base, and making those customers from Gravenhurst compelled to visit Orillia during the closed winter
Gravenhurst market.
6.7 Bracebridge Farmers’ Market
The following map is a close up look at the location of the Bracebridge Farmers’ Market and its prime downtown location.
6.8 Bracebridge Farmers’ Market Locations 57
A final direct competitor to the Orillia Farmers’ Market is the one located in Bracebridge running seasonally from the May long weekend until Thanksgiving on Saturday’s between
8:30am and 2pm (Home, n.d.). One of the biggest weaknesses of this market is the very information scarce website with very little detail on what exactly this market has to offer in terms of vendors or detailed description on where there is available parking. The current website for the Bracebridge’s website only highlights the bare minimum of date, time and location of the market and just a handful of vendors. The market also lacks any form of social media to stay connected with their customers and participate in a free form of mass marketing. A few strengths for the Bracebridge Farmers’ Market is the location in the centre of downtown where there is already a large amount of foot traffic especially during the warm spring and summer months.
6.9 Secondary Competition
A secondary competitor to the Orillia Farmers’ Market is Country Produce, located in
Orillia near Coldwater road and highway 11. Country Produce is a fresh produce store which opened its doors in 1975, offering similar products to the Orillia Farmers’ Market, Country
Produce offers its customers the ability to handpick which produce they buy, compared to the pre-packaged produce many grocery stores have to offer. Although not using produce from local farmers like vendors at the Orillia Farmers’ Market, Country Produce also offers fresh product daily which are picked up early every morning in Toronto. Country Produce’s products include a variety of fresh fruits and vegetables, seafood, salad bar, bakery, meat counter, and a deli. The main advantage that Country Produce has above the farmers’ market is the hours of operation.
By being open 7 days a week until the early evening allows customers to go at their convenience and as many times a week as suits them rather than having to adjust their shopping schedule around the limited Saturday hours of the market (Country Produce, n.d.). Another potential 58 secondary competitor that could develop his coming spring is a new market in the works to open in May this year which could be comprised of some of the current vendors at the Orillia Farmers’
Market.
6.10 Implications
Overall, being quite similar in nature to many of its competitors, the Orillia Farmers’
Market should consider implementing more unique selling points that can differentiate itself against its competitors as well as better market its current USP’s. Furthermore, developing a partnership with the Gravenhurst market and helping to market each other on their off days can help in generating more traffic within each market and reduce the amount of competition between the two.
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7.0 COMMUNITY ANALYSIS
The purpose of conducting a community analysis is to examine the demand generators that the city of Orillia has to offer the local population and tourists. Orillia’s unique selling points are highlighted and potential partnerships are discussed.
7.1 Introduction
Located in the heart of Ontario’s Lake Country, the City of Orillia is recognized as one of the premier outdoor recreation areas in Canada. Tourists come to enjoy the many different attractions that Orillia has to offer. Best known for its outdoor recreation - such as boating, swimming, hiking, and cycling – Orillia is also home to many museums, art galleries, live theatres, festivals, events, and historical attractions. Tourists can also experience fine dining, great shopping, and a wide variety of exceptional accommodations during their visit to Orillia.
Although the majority of its well-known demand generators are very seasonal in nature, with its peak tourist season occurring during the summer months, there are still many things for locals and tourists to enjoy during the colder months, including visiting Orillia Farmers’ Market. The city truly provides tourists with the best possible recreational, cultural, and social experience.
7.2 Orillia Overview
The City of Orillia sits on 28.61 square kilometers of land in Central Ontario, only 135 kilometers north of Toronto. The city itself resides between Lake Couchiching on the west and
Lake Simcoe on the east, offering visitors and tourists alike the best of both land and water recreation. Loving referred to by many as the jewel of the Trent-Severn, Orillia is one of the first access points to the famous Trent Severn Waterway system, with it attracting an abundance of 60 boaters every summer. Originally incorporated as a village in 1867, Orillia boasts a history dating back over 4,000 years to when Native American tribes such as the Huron and Iroquois used the area for hunting, fishing, and trading. Today Orillia is known as the ‘Sunshine City’, with its large waterfront attracting many tourists every year, along with a good number of festivals and events that are hosted there.
7.2.1 Map of Orillia
This map shows the boundaries of the City of Orillia and major transportation routes surrounding it.
7.3 Demographic Characteristics
According to the most recent census data conducted by the Government of Canada
(2011), the population of Orillia was 30, 586 people. This number showed a 1.1% growth between the years of 2006 and 2011, with the population increasing moderately since the early two thousands. Females make up 53% of the total population of the city, males accounting for the other 47%, with the median age of all those living within the city sitting at 45.2 years old. Of this total population, more than 85% of Orillia’s permanent residents are over the age of 15. 61
Fact Analysis 85.2% of population over 15 years old People with disposable income who can travel to the Farmers’ Market. (S) Large local population that can be marketed towards. (S)
With over 85% of the city’s population being over the age of 15 implies that there is a huge market that can be marketed towards living within the city of Orillia. Those within this age group have money that they are able to spend at the Farmers’ Market. Local markets can also be reached easier than other, distant markets as not as much spending needs be put into advertising in order to reach them and those living within the community have less of distance to travel than those who do not and are therefore more likely to attend the Farmers’ Market.
7.4 Major Demand Generators
Throughout Orillia there are many attractions that generate demand from both local residents and tourists alike. The following is an overview of a number of Orillia’s major demand generators, excluding Orillia’s Farmers’ Market. The inclusion of an analysis of each category of demand generator will highlight the type of experience that Orillia has to offer and show where possible partnerships could be developed to help increase overall visitation to the Farmers’
Market.
Fact Analysis Tours and Excursions Orillia offers a variety of Orillia Boat Cruises different ways to get to o A great way to sightsee around Orillia, know and see the city. (S) offering cruises throughout the day and for a The Walking Tour of variety of occasions. Historic Orillia could end Walking Tour of Historic Orillia at the Orillia Opera House o This 3 hour walking tour highlights 26 before 12pm, which heritage sites that can be found throughout would allow for people to the city. explore the Farmers’ Market before closing. 62
Tours and excursions tend to be seasonal in nature, with highest use during summer months. (W) Historic and Heritage Sites Orillia boasts many Leacock Museum historical and heritage o Building was originally built as a summer sites that generate public home for humourist Stephen Leacock in 1926 interest and offer and now offers tours for visitors and locals. A something of value to the summer reading festival is held each year on city. (S) the museum’s lakeside property. Local residents of Orillia Orillia Opera House take a lot of pride in how o Completed in 1895, the Opera House offers historical their town is. (S) both professional and amateur performances This category is important in either the 700-seat main theatre or a 100- to the city as these seat studio theatre. attractions are open year round and many generate a lot of interest from locals and tourists. (S)
Arts and Culture Orillia has lots of local Orillia Public Library culture to share and o Located in downtown Orillia and closed in provides a number for 2009 to undergo huge renovations, the Public places to take in art and Library will boast a two-story modern design entertainment. (S) with huge windows, fireplaces, skylights, two community program rooms, and of course lots of books. Orillia Museum of Art and History o Built in 1894 and located in the centre of the city’s art district, the museum was once used as a jail, court house, police station, and post office. Today it is used to showcase local artwork and historical exhibitions. Casino Rama o Casino Rama is a large casino, hotel, and entertainment complex located on the reserve land of Chippewa’s of Rama First Nation. Though not technically located in Orillia, many view it as a part of the city. Festivals and Events With year round festivals Mariposa Folk Festival and events Orillia is an o Founded in 1961, the Mariposa Folk Festival ideal place to experience a boasts a collection of performers in folk, variety of celebrations and blues, gospel, acoustic, and world music in a gatherings. (S) family-friendly atmosphere. Variety of different 63
Orillia Canada Day Celebration festivals and events that o Orillia’s largest free festival is a family- operate at different times friendly event held each year on July 1st at throughout the fiscal year. Couchiching Beach Park. Attractions include, (S) a band stand, midway, children’s theatre, and This category has a strong more. importance to the city as it Orillia Beatles Celebration helps to generate large o A large musical festival held in downtown tourist numbers Orillia that celebrates the world’s greatest throughout the fiscal year. rock band, The Beatles, by including (S) dancing, singing, and vendors. Perch Festival o Currently in its 33rd year of operation, the Orillia Perch Festival is one of Canada’s largest registered fishing derbies. For 2014 there are 60 tagged fish worth $500 and there is also thousands of dollars to be won daily, weekly, and in the grand prize. Spring Boat, Cottage, & Outdoor Show o Beginning annually in the 1990’s, the show is a place for boaters to buy and sell their used and new boat to others in the industry or privately. Water-Based Recreation Due to its lakeside Couchiching Beach Park location Orillia has just as o Located at the foot of downtown Orillia, this many water activities to popular beach is ideal for swimming and has offer people as land ones. two playgrounds. Many festivals are held (S) here throughout the year. Water-based recreation Port of Orillia facilities extremely o Located in Centennial Park the Port of Orillia seasonal in nature. (W) is just steps away from great dinning and This category has a strong shopping. Offers 206 fully serviced slips, a importance to the city as it fishing pier, outdoor amenities, and an generates a lot of their outdoor event centre with free Sunday summer tourist numbers. evening band concerts. (S) Destination Retail Orillia offers lots of Mariposa Market variety for those needing o Open 7 days a week and located in or wishing to do some downtown Orillia, Mariposa Market offers an shopping. (S) assortment of baked goods and shopping. People may be more Downtown Orillia inclined to use these Downtown Orillia is home to more than 150 shopping services as they different retail shops, including fashion, have longer operation cafes, salons, and novelty shops. hours and are aware they Orillia Square Mall are open year round. (W) 64
Conveniently located off of Highway 11, Commercial retail Orillia Square Mall offers more than 50 companies tend to charge stores, including a No Frills grocery store. more money for products West Ridge Mall and services than Located on the western edge of Orillia, West Farmers’ Markets. (S) Ridge Mall is a growing commercial and shopping district offering an assortment of box stores, shops, restaurants, a movie theatre and more.
With such a wide variety of attractions located all throughout the city of Orillia implies that there are many opportunities for cross promotion. Brochures and posters for Orillia’s
Farmers’ Market could be left at other attractions - such as the main office at the Port of Orillia, the Leacock Museum, Orillia Library, Orillia Opera House, and the Orillia Museum of Art and
History – to help expand the reach of the market to more consumers. These attractions could also provide brochures that could be displayed in a designated section at the Farmers’ Market to help increase awareness of their services. As the majority of these attractions operate year round, it will help inform people that the Farmers’ Market is open during the winter months. Since the
City already offers a Walking Tour of Historic Orillia, which includes a stop at the Orillia Opera
House (located beside the Farmers’ Market), the walking tour could be arranged so that the final stop of the day is here before 12pm so that people will be prompted to explore the market.
However, with the City offering so much for people to see and do, it is easy for them to not think about going to Orillia’s Farmers’ Market. Those interested in going to a market style shopping destination might be more tempted to visit the Mariposa Market due to the fact that it is open 7 days a week until 6pm. Also, with the city offering a lot of locations to buy food and other items people may be more like to visit them places due to ease of travel and hours of operation. Though there are plenty of attractions open year round throughout the city, some of 65 their most popular ones are seasonal in nature, causing the amount of tourists who visit the city in the winter months to drop.
7.4.1 Map of Demand Generators
Source: Google Maps * Please note that a number of major demand generators are not included on the map due to them having no set location. This includes the festivals and events, as well as Walking Tours of Historic Orillia. Casino Rama is not located on the map as it is located in the community of Rama.
**Downtown Orillia demand generators locations
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7.5 Transportation and Accessibility
Orillia Transit is the City’s local transit system, owned by the City of Orillia and operated by First Student Canada. With the terminal conveniently located downtown, bus services are throughout the week and on both days on the weekend to help better serve the community. Five different routes are offered, servicing most areas in the city. For those with accessibility needs who are unable to board public transit buses the city also offers the Orillia Wheelchair
Limousine Service. This bus travels within the city limits to the Orillia Square Mall and can be booked 24 hours in advance. Other transportation services include car rental companies, five major taxi companies, and the CN Railroad Station located on Front Street.
The Trans-Canada Highway and Highway 11 pass through the city of Orillia making the city easily accessible to those who wish to visit it. As the city is only 90 minutes north of the city of Toronto it is a great destination for people who want to leave the city and escape to the great outdoors, and since the Highway 400 connects directly to Highway 11 it makes it a simple trip for those who do.
7.6 Implications of Community Analysis
The City of Orillia is one that it experiencing great growth and stability. It has many facilities and services in place to meet the needs and wants of the local population. With a plethora of different demand generators located here, Orillia is a city that has a lot to offer both locals and residents. If more partnerships can be formed through cross promotion the amount of people who visit these many locations will increase.
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8.0 Regional Analysis
A Regional Analysis provides an overview of the region and identifies the demand generators of the region (i.e. attractions, facilities, transportation services, and hospitality facilities. The region’s unique selling points will be stated, and complementary products within the region that are able to create partnerships or special promotions within the future will also be identified.
8.1 Introduction
Simcoe County is a four-season destination that lies between Georgian Bay and Lake Simcoe and is less than one hour north of Toronto. The County of Simcoe is the second largest county based upon population and third largest based upon physical size in Ontario. The landscape is characterized by several large lakes, rolling forested hills, and farmland. Simcoe County is
Ontario’s recreational heartland, offering a number of outdoor and seasonal experiences for residents, cottagers, and visitors.
8.2 Simcoe County Overview
The land area of the county is 4,859.16 square kilometres. Simcoe County's 16 local municipalities are:
Town of Bradford West Gwillimbury
Town of Collingwood
Town of Innisfil
Town of Midland 68
Town of New Tecumseth
Town of Penetanguishene
Town of Wasaga Beach
Township of Adjala–Tosorontio
Township of Clearview
Township of Essa
Township of Oro-Medonte
Township of Ramara
Township of Severn
Township of Springwater
Township of Tay
Township of Tiny
8.2.1 Map of Simcoe County
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8.2.2 Table of Simcoe County’s Demographics
2001 (Census) 2006 (Census)
County of Simcoe 244,219 262,048
Barrie 103,710 128,430
Orillia 29,121 30,259
Total 377,050 422,204
Population growth 2001 to 2006: + 12% (Ontario: +6.6%)
8.2.3 Population/ Regional Comparison
Dufferin Durham Peel York Simcoe
Population 54,003 561,258 1,159,405 892,712 262,048
Area (sq.kms) 1,486 2,523 1,242 1,761 1,734
8.2.4 Population by Age
0-14 19.0%
15-29 18.2%
30-49 30.5%
50-64 18.3%
65 and up 14.0%
Median Age 39.8 70
8.3 Major Demand Generators
Five core attractors, which are all uniquely linked to the area’s natural environment, history and culture, draw tourists to Simcoe County.
8.3.1 Five Core Attractors
Outdoor Recreation - Skiing and snowboarding - Fishing - Cross-country skiing - Golf - Hiking - Other non-mechanized trail use Festival and Events - Mariposa Folk Festival - Orillia Perch Festival - Georgian College Auto Show - Kempenfest - Images Studio Tour - Potato Festival - Barrie Fair - Winterfest - Elmvale Maple Syrup - Casino Rama Entertainment Resort Experience - Bayview Wildwood Resort - Carriage Hills/Ridge - Horshoe Resort - Nottawasaga Inn - Fern Resort Gaming - Casino Rama - Georgian Downs Recurring Sports Competitions - Ontario winter games - Senior winter games - Skiing/boarding - Hockey - Fastball - Baseball - Soccer - Biking - Running, and more
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In addition, these three emerging attractors are growing but aren’t yet drawing the large numbers of visitors to the area are in the chart below. They have the potential to be future core attractors with some investment for development of the product for the tourist market.
8.3.2 Three Emerging Attractors
Arts and Culture - MacLaren Art Centre - Simcoe County Museum - Leacock Museum - Orillia Opera House - Gibson Centre - Various live theatre companies Agitourism - Farmers’ markets - You-pick farms - Farm gate sales - Horticulture - Farm tours New Outdoor Recreation - Snowshoeing - Dog sledding - Mountain-biking - Snowmobiling - ATV trail systems - Treetop trekking - Bike touring
8.4 Unique Selling Points
The County of Simcoe is comprised of 16 municipalities and each one of them brings something to the tourism table. Simcoe County is home to the
- Longest fresh water beach in the world
- Best fishing, boating, and skiing in all of Ontario
- County-wide trails network 72
- Seven provincial parks in the area
Explore the “Sunshine City” of Orillia, ski the slopes throughout the region, and find adventure in the lively city of Barrie. From the Holland Marsh in Bradford, the historic railway in Midland to the bilingual community of Penetanguishene, every city, town, and village offers a unique experience for visitors to discover.
Simcoe County is the site of the earliest non-First Nations exploration and settlement in
Ontario
County of Simcoe is branded as the winter playground with some of Ontario’s best skiing, snowmobiling, and ice fishing. 360,000 snowmobiles are registered in Ontario with over
49,000 km of trails for use. Simcoe County is a vital part of Central Ontario’s snowmobile hub.
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Wasaga Beach attracts, on a single day in the summer, in the order of 100,000 visitors to the area and about 2 million annual visitors. The 14 km sand beach on the southern shores of
Nottawasaga Bay is the core attraction for Wasaga Beach. It is the main driver for visitation to the community and the vast majority of visitors spend part of their time on the beach. The
Provincial Park with responsibility for managing the beach, as well as providing and maintaining the basic supporting infrastructure (washrooms, parking, interpretation, beach cleaning, beach signage, boardwalk etc.) is an integral part of the core attraction. The fact that the beach is part of a provincial park provides increased credibility to Wasaga Beach as a destination. The Provincial
Park is looked upon by some as an obstruction to tourism and development. But the reality is the
Park provides credibility to tourists and ensures the conservation of the beach environment that is attracting tourists in the first place. The other major natural features in and around Wasaga including the dunes, the Nottawasaga River and Nottawasaga Bay do not presently function as core attractions, but do offer significant potential.
The healthy economy in the County of Simcoe is based primarily on manufacturing, agriculture, and tourism industries. Simcoe County’s geographic location and popularity for
Ontario vacationers and cottage owners accommodates all season tourism and recreational destinations. Simcoe County also acts as a gateway to tourist attractions located along Georgian
Bay in Grey County and north to the District of Muskoka, Halliburton, Parry Sound, and beyond.
The southern Georgian Bay Region is recognized by Ontario’s Ministry of Tourism as a
“Premier Ranked Tourist Destination”.
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8.5 Attractions
When it comes to tourism, the county of Simcoe offers far more four-season experiences than any other region in Ontario. The County of Simcoe plays host to over 8 million visitors annually and the tourism in 2007 contributed approximately $591 million to its economy.
With this county being so large, its attractions are endless so we will focus on a few.
8.5.1 Casino Rama
Casino Rama opened on July 31, 1996 and is Ontario’s only First Nations “commercial casino” and the largest First Nations Casino in Canada. It is located on the reserve land of
Chippewas of Rama First Nation, in the town of Rama, Ontario, Canada. With 2,500 slot machines, more than 110 table games, 10 unique restaurants and a world-class 5,000 seat
Entertainment Centre. Rama is also a 300-room-all-suite and this full-service hotel features a spa and adult-only health club facilities.
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8.5.2 Map of Casino Rama
8.5.3 Orillia Beatles Celebration
This attraction/event has been going on for 7 years and is the largest community based
Beatles festival in Canada which is set in the beautiful downtown area of Orillia. It consists of live music, Beatle dancers, and an arts and crafts area for kids, Trivia prizes, Beatles market 76 place, guest speakers, artists and vendors, and also Beatlemania Revisited that is put on in the
Opera House. Orillia Opera House is an attraction within itself. It is a stunning building, historical, culture and character, with an excellent auditorium.
8.5.4 The Enchanted Kingdom, Castle Village
This attraction is family-owned and has operated since 1973. Visitors get to walk through the woods along the educational nature trail and discover life-size fantasy cottages all decorated in detail inside according to traditional fairy tales. There are also guided tours of the Museum of
Medieval Arms, Armour, and Heraldry. Guests can also enjoy a unique shopping experience where they can travel inside the castle with over 10,000 gift items on display. Dracula’s
Dungeons, the museum of horror, is an attraction within an attraction that is a series of early prisons where they house some well-known horror characters.
8.6 Transportation and Accessibility
Transportation within Simcoe County is comprised of Roads, Rail, Air, and Public
Transit.
Road:
The road network in Simcoe County is based on a grid pattern, with most roads running north-south and east-west. Simcoe County is bisected by many Provincial Highways; Ontario 77
Highway 400 being the most important. Other provincial highways in the region include:
Highway 11, Highway 12, Highway 26, Highway 89, and Highway 93.
Air:
There is a registered airport located almost midway between Barrie and Orillia, in the township of Oro-Medonte, which is called The Lake Simcoe Regional Airport. This airport is operated by both the City of Barrie and the township of Oro-Medonte.
Public Transit:
The County’s larger urban centres have public transit services. There are local bus services in Barrie, Orillia, Midland, Collingwood, and Wasaga Beach. The transit services are run by the local municipalities as well as private bus operations with regularly scheduled services and charter services throughout the county.
8.7 Implications
The existing tourism sector is highly seasonal, focused around the summer season and school summer holidays. A highly seasonal industry is a major issue creating a very inefficient business climate in terms of asset performance and return on investment (ROI) for the private sector, and posing crowding and capacity problems. There are significant gaps in the provision of a quality range of accommodation and food service options for visitors. With a growing population there is evidence of growing conflict between the local community and tourists. Yet, population growth and its attendant development of services should provide additional capacity to meet the needs of tourists as well. Tourists do not look at political boundaries ñ they are looking for an experience in a destination area. Current collaborative initiatives between communities around the Bay should be continued. The provincial parks are looked upon by some 78 as a hindrance to tourism and development. But the reality is the Parks provides credibility to tourists and ensures the conservation of the environment that is attracting tourists in the first place. Sustainable development is ‘meeting the needs of the present without compromising the ability of future generations to meet their needs’.
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9.0 Trends
The purpose of an industry trends analysis is to identify trends within the tourism industry and to determine both direct and indirect effects they may have on the Orillia Farmers’
Market. To complete this analysis we will further examine the current trends of Staycations,
River cruising, mobile accessibility, the growing population of farmers markets across Ontario, and the ever growing trend of healthy eating.
Fact Analysis Staycations Orillia is located in a prime spot to be marketed as a ‘staycation’ destination – being Shorter stays in a destination close to home located only an hour and a half north of Toronto and within close proximity of many Tourists have less money to largely populated areas spend in hard economic times The city offers an abundance of cost effective demand generators to keep tourists busy throughout their short trip, with one of these being the Farmers’ Market itself Staycations are a much easier and more hassle free form of travel for families’ with young children which are seen to have a great presence at the market River Cruising Being located between two large lakes, Orillia is a great location for river cruising, already Fastest growing travel trend in many destinations offering the popular attraction of the Orillia Boat Tours Less crowded and more accessible River Cruising being a short day trip activity makes for a great addition for those participating in staycations Mobile Being such a major aspect of daily life for the average Canadian citizen it is extremely Peer reviews are trusted more by travelers important for all businesses, especially those in tourism to be readily available to the online Handling mobile technology community needs to be unique to each age group Because tourism is heavily based on the experience that is received, peer reviews online can be a great asset Farmers Markets Can help to increase revenue amongst local 80
Social experience and a great farmers, artisans, and other vendors as well as way to meet new people many other businesses in Orillia through Beneficial tool for boosting the partnerships local economy and living a fresher healthier lifestyle Healthy Eating Growing need for markets that sell these products Larger need for available produce Desire for product with no added preservatives
9.1 Staycations
Staycations are a rising trend in the tourism industry, because they are less expensive and can be done for a shorter time period but can often participate on a much more regular basis.
With the current long-lasting economic crisis it is assumed by many tourism industry analysts that this trend that will be around for a long time (Staycations: Much more than a trend, n.d.).
Staycations rewards residents for spending locally by offering discounts and deals from regional businesses and attractions. It offers residents generous incentives to holiday, shop and dine locally and encourages visiting friends and relatives to lengthen their stay and spend more while in the region. An increase in advertising geared to locals is presents in countries and regions on a global scale, some example being the British Columbia “Don’t Miss a Moment” Campaign, the very popular and successful “I love New York” campaign, as well the UK a leader in the
“staycation” trend with “Holidays at home” campaigns (Staycations, n.d.). Within Canada, there was a BMO study conducted on summer spending in Canada which revealed that 43% of those surveyed spent money close to home on leisure activities like concerts, sporting events or movies, much higher than the 17% Canadians who said they would be travelling abroad (Many
Canadians prefer summer staycations, 2010, sept.17). 81
9.2 River Cruising
River cruising is currently one of the quickest growing travel trends in the recent years.
River cruises offer exactly what seasoned travellers are looking to experience, a unique, small- scale personal experience at a low cost. River cruising allows tourists the opportunity to see a completely different side of destination than regular cruising allows, this is a reason why it is becoming very popular with those tourist who feel as though they have already “done it all”. The small ships help to eliminate the hassles of traveling that come along with large cruise ships.
Getting on and off the ship is easy for everyone, with docking located in the heart of the action in the destinations they visit. Sightseeing is often much less crowded, in places where there are few other visitors, allowing tourists to connect with the destination and created long-lasting memories (The Rush for River Cruises, n.d.). The Orillia Boat Tours attraction located in the downtown marina already draws in visitors from this upcoming tourist market. In addition there is also the Ontario Waterway Cruises which offers two unique cruises that have a port within the city of Orillia although they do not have a start base in the area.
9.3 Mobile Technology
With the ever increasing relevance of technology in our everyday life developing in- depth understanding of these technologies can enable tourism organizations to target potential travellers in new and creative ways. A new study by Deloitte 35% of polled Canadians are using social media or mobile applications to communicate their experiences after they travel. The most useful social media tool for travel is Facebook (36%) followed by Trip Advisor (19%) and
Travel Blogs (8%). The usage of these social media sites change among different age groups 82 with the popularity of Facebook declining as age increases, however Trip Advisor and Travel
Blogs are most popular amongst older age groups (Navigate, 2010).
In this chart above you can see that the amount of smart phone users in Canada is steadily increasing since 2009 (24%) and currently in 2014 (14%). This trend is forecasted to continue increasing until at least the year 2016 where it is expected to reach 62% of the population. This increase, in comparison to the percentage of mobile users without internet access is steadily increasing while mobile users without access to internet are decreasing.
9.4 Agri-tourism
Farmers’ markets have long been a part of human culture, and began thousands of years ago when the first farmers had produce to sell and the first consumers had a need to buy it. 83
Today, more and more, buyers are recognizing the many benefits of buying produce directly from the farmer. While farmers’ markets are a great way to boost a grower’s income, they also provide a chance for both farmers’ and buyers to interact; with the extremely busy lifestyle of many people today the ability to able to combine socialization and the weekly chore of shopping for groceries is a simple way to ‘kill two birds with one stones’. There is also a rise in popularity of farmers' markets among a younger demographic. This younger age group have grown up being more aware of what good food is and how important fresh healthy food is as part of a healthy diet.
9.5 Healthy Eating
One of the top trends today for healthy eating is consuming fresh fruit and vegetables, in order to live a healthier lifestyle by cutting out as much processed foods as possible. Many consumers are interested in cancer preventing fruits and vegetables, and are looking at the ingredients in foods rich in calcium and vegetables full of anti-oxidants. Consumers are realizing that buying food from local farmers’ markets and farms directly are much fresher and more sustainable than buying from a grocery store or supermarket because it does not have to travel far before your purchase. Shopping for seasonal fruits and vegetables in season is another trend many consumers and restaurants have started. They cook recipes based around the seasonal fruits and vegetables at that time (Consumer Eating Trends, 2010).
9.6 Implications
Overall, these trends that are currently on the rise throughout the industry all have an effect on the Orillia Farmers’ Market whether it is in a direct or indirect form. By staying aware of the many new and recurring trends that can affect tourism and knowing how to tap into that 84 trend and incorporate different elements into the Farmers’ Market to maximize on visitation throughout all seasons.
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10.0 Business Environment
The purpose of this section of the report is to examine the current business environment that the country of Canada, province of Ontario, and the City of Orillia are currently facing. It will explore the economic, social, and political elements that affect the overall tourist product that Orillia is able to provide to both locals and visitors. This analysis will look at current employment rates, interest rates, debt level, as well as others, in order to provide an in-depth look at the type of business environment Orillia is dealing with.
10.1 Introduction
In order for any business to prosper and thrive, the business environment that it is dealing with – whether locally, provincially, or nationally – has to be a strong and stable one.
Having a firm understanding of the business environment that a business is operating in will allow it to better understand the forces outside of its own control that are affecting it. It is important to look at all the different business environments that exist – within the city, region, province, and country – as all of them will have an impact on any business. With knowledge of the economic forces that are influencing a business, the business will be able to plan and prepare for the future and therefore be more successful in the long run.
10.2 Canada’s Business Environment
Like many major global economic players, the economic crisis of 2006 had a strong effect on Canada’s growth. However, in recent years Canada has been coming out of this slowdown, outperforming many of its G7 peers in many respects, and has pulled itself out of the economic crisis still facing many industrialized countries. The government of Canada’s 86 development of the “Economic Action Plan” provided over $63 billion in timely fiscal stimulus to make investments that will to Canada’s long-term economic prosperity. Taxes were cut for
Canadian families and job-creating businesses, and millions of dollars have been provided to different industries throughout the country since the beginning of the recession. Due to all of this, cities like Orillia and the businesses that operate there are doing much better economically than they were upon entering the recession.
Figure 10.2.1 Canadian Government’s Financial Support to Canadian Industries
**Amounts shown represent million.
Canada has seen the unemployment rate fall continuously in recent years from 8% in
2010 to 7.5% in 2011 and again to 7.2% in 2012. This number has only continued to decrease with an unemployment rate of 7.1% for all of Canada in 2013, which is 0.25% lower than the
U.S.A’s unemployment rate for the same year. Currently, one Canadian dollar is worth 0.91 cents American, which shows a decline in what it has been worth in recent months and years. 87
The Bank of Canada is currently offering a benchmark interest rate of 1% and has a prime lending rate of 3%. Canada has also recently earned high praise internationally, being ranked one of the top ten easiest places in the world to do business by the World Bank. This exceptional business climate is a result of free trade with the rest of North America, competitive business costs, fiscal incentives for innovation, low cost of energy, access to credit, and political stability, along with a number of other factors.
Fact Analysis Canada’s unemployment rate at 7.1% These numbers have stayed consistent Benchmark interest rate of 1% for a number of year (S) Prime lending rate of 3% These numbers promote a good economy and influence business investment (S) Canada doing the best out of the G7 Canada has handled the recession well nations and is continuously improving (S) Government of Canada created the Helps out Canadian residents and ‘Economic Action Plan’ Canadian businesses (S) Plan provides stimulus for a variety of Government planning for the future (S) industries, including tourism Tourism business have received funding in order for them the do well in the economy (S)
10.3 Ontario’s Business Environment
As of January 2014 there are approximately 11,278,400 people living within the province of Ontario. Of these people there are 7,438,200 people that make up the labour force of Ontario, with the province having an overall employment rate of 61% since December 2013. A total of
95,700 jobs were created during 2013, helping to bring the unemployment rate within the province down to 7.5% by the end of January 2014. The unemployment rate dropped 0.4% since
December 2013, which is a good indicator since many part-time jobs finish at the end of 88
December when the Christmas season draws to a close. The rate is expected to continue to drop throughout the month of February.
Ontario’s economy flourishes through its unique combination of resources, manufacturing expertise, and exports. The province generates 37% of the national Gross
Domestic Product (GDP) and contributed a total of $574,468.7 million in 2012 to the country’s
GDP. Of that amount, the good-producing industries of agriculture, forestry, hunting, and fishing generated $4,721.5 million and primary agriculture alone represented $3984.3 million.
Figure 8.3.1 Ontario’s Good Producing Industries Contribution to National GDP
Ontario's Good Producing Industries Contribution to National GDP
4% 3% Agriculture, forestry, fishing 5% & hunting Primary Agriculture 8% Mining and oil and gas extraction 56% Utilities (other than 24% communications) Construction
Manufacturing
The five major industries of the province are agriculture, mining, forestry, manufacturing, and services. Ontario is home to more than half of the highest quality farm land in Canada, known as ‘Class 1’. As of 2011, there were 51, 950 farms operating within the province producing a wide variety of goods, such as fruit crops, vegetable, meat, grains, and even flowers.
Ontario’s mining industry is a global leader in productivity and created more than $10 billion in 89 revenues in 2011. The province is also one of the Top 10 producers of nickel and platinum group metals in the world. Forestry plays a large role within the province’s economy. In total, the forestry sector supports almost 200,000 direct and indirect jobs throughout the province in various communities. As a part of North America’s manufacturing heartland, Ontario is a large producer of automobiles, pharmaceuticals, biotech, and information and communication technologies. Although the manufacturing industry is a powerhouse within the province, the services sector is still the largest influence on the province’s economy. It employs 79% (or 5.3 million people) of the province and makes up a total of 76.9% of Ontario’s economy. Businesses within this sector include arts, culture, retail, hospitality, and tourism.
Fact Analysis Ontario contributes the most to national The business economy of Ontario is GDP compared to other provinces stronger than other provinces (S) More companies are doing business within the province (S) Ontario has the more ‘Class 1’ farm Lots of good produce is being grown land in the country within the province (S) Largest variety of produce and meat being produced (S) Services sector has largest influence on Sector employs the largest amount of provinces economy Ontarians (S) Consumers want and need businesses in this sector (S) 95,700 jobs created in the province Lots of opportunities for employment during 2013 for Ontarians (S) Job creation reduces unemployment rate and increases household income levels
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10.4 Simcoe County’s Business Environment
Simcoe County is composed of sixteen lower-tier municipalities, including the City of
Orillia. As of 2011, there were approximately 446,063 people who resided within Simcoe
County, which shows a 5.7% growth in population since 2006. During the same year, the country’s GDP per capita was approximately $35,000, which was under the provincial average of $47,000. The county has low and manageable debt levels, which reflect a stable government.
The unemployment rate in Simcoe County has been continuously falling since 2009 when it was
9.0%. In 2010, that rate dropped to 8.3% and it dropped once again in 2011 to 6.8%.
There are over 16,000 companies within Simcoe County, making its business community diverse and strong. A number of different resources support all of these businesses including 11
Chambers of Commerce, 2 Small Business Centres, 4 Community Features Development
Corporations, and many more. The tourism industry is of huge importance to Simcoe County, providing a wide variety of jobs and businesses. The county see approximately 6.7 million visitors each year and the businesses that provide these visitors services – like accommodations, restaurants, and attractions – generate 570 million dollars for the county’s economy.
The labour force in the county is made up of a number of different industries including manufacturing, health care and social assistance, accommodation and food services, among many others. The top three largest employers within the county include the Simcoe County
District School Board (8,500 people), Canadian Forces Base Borden (4,750 people), and Honda of Canada Manufacturing (4,200 people). Demand for labour within the county between 2011 and 2021 is expected to increase due to economic growth. Over 41,000 workers (66% of the total 91 demand) will be needed due to growth and nearly 21,000 people are expected to retire during that time.
Figure 10.4.1 Simcoe County’s Labour Force by Industry
Fact Analysis 16,000 companies located in Simcoe County provides a wide range of County businesses for residents (S) County has a diverse business environment (S) Unemployment rate 6.8% in 2011 Unemployment rate within the county is below the provincial average (S)
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10.5 Orillia’s Business Environment
With Orillia located only 90 minutes north of the City of Toronto and with it being situated along both the Trans-Canada Highway and Highway 11 the City is a great place to do business. Currently, there are 2,264 different businesses operating within the City that are a part of a variety of industries. The services sector of Orillia is fairly diverse with retail, accommodations, entertainment, food and beverage, arts, and recreations making up a significant portion of the current workforce at 36.3%. This number has seen an increase since 2001, going up 15.4%. Due to this sector playing a large part in the employment of Orillia, the City might experience lower income levels since this sector typically has lower wages. Though there is a high concentration of employment in the services sector, 43.3% of the labour force of the City is employed in creative class occupations. The healthcare and social assistance sector ranks second to the retail sector in terms of total employment within the City. According to the ‘Place of
Work’ data collected in the 2006 census 51.2% of Orillia’s resident workforce if actually working within the city, while 7.9% of the City’s workforce is employed in the Townships of
Ramara, Oro-Medonte, and Severn. A further 9.8% of the workforce is working on First Nations
Reserves in the area. The recent labour performance contributed to a drop in the number of households in the City earning less than $40,000 and a large increase in the number of households that are a part of a higher income bracket, which suggests a strengthening economy.
A number of sectors within the City represent the greatest potential for growth including manufacturing, construction, arts, entertainment, recreation, and professional, scientific, and technical services.
The Economic Development Office of Orillia, which is a part of the Development
Services Department and works closely with the Economic Development Committee, goal is to 93 promote and encourage industrial, commercial, and residential development to increase employment, assessment, and social opportunities for Orillia. The City contracted Millier
Dickinson Blais to prepare and economic development strategy to help guide the City’s economic development activities into 2013. The need for an overall vision statement for the City was highlighted, as well as the role of the City in the delivery of economic services. Two of the overall objectives for the City’s strategic planning process were to provide the City of Orillia with a clear strategic direction that will help the City realise a common and achievable economic vision, as well as to provide the City with a detailed implementation plan to enable the City to take advantage of local, regional, and national opportunities to attract and retain business investment, employment opportunities, and diversify the economy. Five goals of the Economic
Development Strategy include capitalize on educational institutes, plan an emphasis on lifestyle, target strategic growth, strengthen the business community, and effective marketing and promotion. These goals encourage prosperity and opportunity for the City and its residents, and if the desired outcomes of the economic development planning process are attained there are great benefits for the City of Orillia to enjoy.
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Fact Analysis Large resident workforce in the Larger workforce to support and attract surrounding area provides the city with business growth and development a much larger resident labor force Labour force has more skills an population capabilities for businesses that many not be available directly within Orillia City has created an Economic City is looking forwards and planning Development Strategy for the future (S) City is working towards economic investment and prosperity (S) 51.2% of Orillia’s workforce The skills and knowledge of the population is actually working within workforce of the city is staying within the city the city to increase its economic prosperity (S) The services sector makes up 36.3% of Orillia offers a wide range of services Orillia’s business environment that help to increase the amount of tourists who visit the city (S)
10.6 Business Environment of Farmers’ Markets
There are many factors at play that directly affect Farmers’ Markets throughout Canada.
Government regulations and policies, as well as economic factors, all influence those who participate in Farmers’ Markets and the Farmers’ Market as a whole. Two things that all farms highly depend on for primary production and profitability are fuel and fertilizers. In 2010 fuel and fertilizer costs accounted for 16% of Canadian farms total expenses, which accounts for approximately $5.5 billion in spending. For every one cent per litre increase in fuel prices,
Canadian famer’s annual machinery fuel bill increases by approximately $27 million. Between
2003 and 2008, the cost of fuel increased by 123%, directly effecting both regular consumers and farmers. However, when the global recession hit it caused a demand for energy to go down and fuel prices slowly began to fall in 2009. This decrease in fuel cost would not last long and by
2010 the prices began to grow again, a trend which continued into 2011 due to growing energy demand in emerging economies and slowing growth in supply. The Canadian agricultural sector 95 relies heavily on petroleum to meet a variety of energy needs. Farm machinery fuel expenses consist mainly of gasoline and diesel but it also includes lubricants. Fuel prices are generally determined by the forces of global supply and demand and the agricultural sector is largely a price taker for both diesel and gasoline. Agriculture and Agri-Food Canada (AAFC) estimated that the prices paid by Canadian farmers for farm machinery fuel increased by 25% between
2010 and 2011. For fertilizer, every once cent per kilogram increase in the price adds roughly
$61 million to Canadian farmers’ annual fertilizer bill. Fertilizer prices in Canada rose steadily starting in 2003 but increased sharply to reach an historical high in 2008. These increases suddenly stopped in 2009 as a result of falling commodity prices, restricted availability of credit, and a sudden fall in energy prices. However, fertilizer prices resumed their climb in 2011 and continued to increase in 2012 in response to high energy prices and strong worldwide fertilizer demand driven by rising crop prices. Traditional components that determine fertilizer prices are production costs that are associated with it, market demand, and competition. Other factors that also effect fertilizer pricing include exchange rates and government policies. Like fuel, fertilizers are internationally trade commodities and their prices are therefore influenced by global supply and demand. World demand for agricultural commodities is rising, driven by growing populations, increased demand for meat, and strong government biofuel initiatives. This rising demand has increased agricultural commodity prices, which has in turn led to higher profit margins for farmers and has enabled them to increase fertilizer usage to boost yields as a means of increasing production. The resulting increased demand for fertilizer in recent years has substantially driven up fertilizer prices.
Figure 10.6.1 Canadian Farms Operating Expenses in 2010 96
Other business environment factors that affect Farmers’ Markets include the cost of feed and the increase in minimum wage. Just like fuel and fertilizer, there has been an increase in recent years in the cost of commercial feed. In 2012 there was an 11% increase in the cost of feed, which strongly affects the overall operating expenses of Canadian farmers’. This increase was a result of higher grain prices, especially for corn and barely. Minimum wage is the lowest wage rate that an employer can pay an employee, as mandated by the federal government.
Currently, minimum wage in Ontario is set at $10.25 per hour as long as the worker in over 18 year of age. This wage amount was established in 2010 when the government of Ontario unfroze the price it had been stuck at for over four years. In the first months of 2014, the government of
Ontario once more passed a bill to increase general minimum wage from its current standing up to $11.00 per hour, which comes into effect on June 1, 2014.
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10.7 Implications of Business Environments
Overall, the business environment of Canada is looking good. Strides have been taken to ensure that the whole country comes out strong from the implications of the recession.
Employment and unemployment rates have risen since then and have managed to stay consistent throughout the country and the province of Ontario. Both Simcoe County and Orillia have a strong and diverse industries and a skilled workforce. Orillia’s economy is doing well, with income levels increasing and an increase in the number of jobs available to residents. With the development of the Economic Development strategy Orillia’s economic future is looking bright as they plan for the future and follow specific goals to attract business growth and opportunities.
With the ever increasing cost of fuel, fertilizers, and feed, as well as the impending increase in minimum wage, farms through Ontario and Canada are feeling the pinch. For larger farms that produce more livestock and crops these increases do not have as strong of an affect as they do one smaller farms as they are able to bring in more revenue in from what they supply.
The smaller farms that do not produce quite as much as the large ones feel more of an impact for these increasing prices as they are not able to produce as much to make up to the changes in operating expenses. These smaller farms are also typically the ones who partake in Farmers’
Markets so with operating expenses continuously going up they may have a difficult time producing as much product to sell as they once did, or they may even be slowly run out of business. If these smaller farms that make up Farmers’ Market stop partaking in them or if they do not have as much product to sell as they once did, Farmers ‘Markets all over might begin to see a decrease in their size and a decrease in visitation due to lack of products to sell.
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11.0 S.W.O.T. Analysis
11.1 Introduction
The purpose of the S.W.O.T analysis is to analyze the strengths and weaknesses of the farmers’ markets current situation from an internal aspect. We have also constructed a collaborative list of external opportunities and threats affecting the market.
11.2 Strengths
Orillia is a premier ranked destination with a variety of demand generators attracting
visitors from within and surrounding cities. Over 85% of the city’s population is 15 years
of age and older giving them the ability to travel to and spend money at the farmers’
market. Being open year round provides the opportunity for the market to attract visitors
during all four seasons in comparison to the alternative selection of demand generators
within the city.
In regard to the surrounding competition, Orillia’s farmers’ market is open year round
which provides a unique quality in comparison. Being open year round differentiates the
market from their competitors.
The online presence of Orillia’s market is much stronger in comparison to the
Gravenhurst and Bracebridge farmers’ market. They have provided extensive information
in regard to their historical background, vendors, partnerships, products and other general
information.
The farmers’ market has a well-developed Facebook page with up to date information
that is visually appealing and responsive to existing and potential visitors. They maintain 99
a credible rapport with visitors who show their genuine interest and support via
comments and questions in response to their posts and pictures provided through official
market representatives and participating vendors. This social media success is verified by
the fact that they have more than 600 likes and an average of 50 people talking about the
market at any certain time.
Informal partnerships are plentiful in promoting the market’s products and nature of
experience. These partnerships include vendors, local farms and businesses throughout
Orillia.
There are many booming tourism trends that are apparent within the Orillia community
There are a generous amount of vendors at the market offering the customers a wide
variety of “Market Goodies”. The market carries more than fruits and vegetables; they
also have crafts, baked goods, preserves, art, cooked foods on site and home-made
products. This provides the customer with a fulfilling shopping experience.
The market is one of the longest running markets in Ontario and is well established. This
contributes to the large amount of “return customers”. This qualifies as a strength because
it is important to not only attract new customers but to maintain the existing loyal
customers.
Due to recent trends in healthy eating, the market is at a great advantage because it offers
a variety of healthy choices. More people are looking to buy organic produce that is
better for their health and better for the environment through less handling time.
Due to the fact that the market is sharing infrastructure with the library, the Farmers’
Market receives exposure from those who frequent the library, adults and children. This
may inspire unexpected visits/purchases and become a potential lifestyle pattern. 100
The targeted age demographic for the farmers’ market is between 45 and 64 which poses
as an advantage in relation to the average population age. The majority of residents in
Orillia fall under this age bracket which creates greater opportunity for attracting
potential customers.
The market has a well-constructed and easily accessible website that provides necessary
information to existing and potential customers. They have utilized their key words in a
way that provides instant results on Google search engine and have also made the
webpage easy to navigate through for people who have limited experience using the
internet.
Simcoe County is a four season destination. This is a strength because it caters to all
tourists year round. Some seasons are more popular than others although Simcoe County
offers activities in winter, spring, summer, and fall. This is Ontario’s recreational
heartland, offering a ton of outdoor experiences for residents, cottagers, and visitors.
Emerging attractors, such as Agritourism (farmers’ markets, you-pick farms, farm gate
sales, horticulture, farm tours, etc.) and Adventure Outfitters have been experiencing the
greatest increases in visitation. They have the potential to be future core attractors with
some investment for development of the product for the tourist market.
Simcoe County is highly accessible to visitors with over 5 million residents of the GTA
living within a 1-hour drive and 10 million people within a 3-hour drive using the 400
series highways or the more scenic back routes. The drive time to the U.S. border is
approximately 2 hours and to Pearson International Airport less than one hour. There is
also a regional airport located between Barrie and Orillia.
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11.3 Weaknesses
With the growing popularity of Twitter and the declining of facebook users qualifies as a
weakness for the market seeing as they currently only have one form of social media,
which is Facebook. This limits the ability to communicate with potential market
segments that are members of multiple forms of social media sites such as Twitter or
LinkedIn.
There seems to be a major disconnect between the lower half of Orillia (the downtown
and lakefront) and the Farmers’ Market. Especially during major events such as the car
show and boat show, which have showed previous trends of a decrease in customers
during these events. This shows a lack of formal partnerships and that the market is not
utilizing the dramatic increase in visitors to Orillia during these events.
There is a lack of signage and communication through advertising methods within Orillia
as well as entering into the city. The absence of signage limits the awareness for the
market therefore limiting the potential of attracting a higher number of visitors.
There is little information about customer satisfaction and what they value about the area.
Because Simcoe County is a four-season destination, one season may be more popular
than the other. There is a higher level of summer visitation than winter visitation, which
can also cause crowding, and capacity problems.
The area’s activities and events typically sustain visitor’s interest for less than 24 hours.
There is a lack of awareness within the city’s population that the farmers market is open
to the public year round.
The majority of the main demand generators are very seasonal in nature
Major trend in mobile technology not being fully met by the farmers’ market 102
There is a lot of competition between the cities major demand generators provided for the
visitors within the city
The market can see a loss in customers due to the change in location. This can be caused
because the existing customers are not aware of the relocation due to lack of advertising
and marketing communication efforts.
There seems to be a more competitive edge for the Bracebridge, Gravenhurst and Barrie
markets due to their more convenient hours of operation in comparison to Orillia’s
Farmers’ Market.
Barrie’s market has a much stronger and more developed online presence that is visually
pleasing and extensive information for visitors
There is a common misunderstanding that the produce will be more expensive or not
available during the winter months. This is a common misperception because the
produced offered at farmers’ markets is generally less expensive and there is still a good
variety of produce through the winter months.
Seasonality is an issue due to the fact that the choices in produce changes throughout the
seasons. Some of the produce available during harvest times will not be available
throughout the year, whereas it will be available at a grocery store.
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11.4 Opportunities
There is the opportunity to expand the market by increasing the areas that we market the
product to such as Simcoe county and even parts of the GTA that are closer to Orillia.
Increase the customer base with new and more modern facilities.
Increase the number of younger market members by encouraging the ideals of the newer
healthy lifestyle.
Simcoe County is house to cities that are within an hour of the Greater Toronto Area
(GTA). These cities are some of the fastest growing cities in Canada and are targeted as a
major “growth area.” The rapid growth presents opportunities for tourism, such as arts,
theatre, culture, restaurants, and shopping.
Overnight visitation could be encouraged through enhancing existing products,
introducing new products as well as innovative product packaging. Because part-time
owners and time-share guests generally stay at the resort for a week, products could be
developed and packaged for this consistent market of visitors who come from Ontario,
Canada and internationally.
Partnering with the library, a possible group meet might be an excellent way to introduce
those with-out green thumbs to growing herbs to entice: children’s bonding time with
parents, and enjoy a sense of place in the community; friend’s to have recipe swap-meet
Questionnaire could enquire if they would be interested in seeing vendors have a cook-
off, to promote certain products. 104
There is a growing trend towards healthy eating and eating local. This is a great
opportunity for the markets to further “market themselves” as a healthy choice and better
for the environment.
A major marketing opportunity would be utilizing the major events and demand
generators in Orillia as formal partnerships. The market can cross promote their product
during the events in the lower half of Orillia in order to bring people in that day or assist
in creating more awareness without spending money on major advertising campaigns and
signage.
Creating a stronger online presence through promoting special events or products by
creating a more detailed calendar or expanding online presence by stimulating other
forms of social media.
Extending market hours to better suit visitors by having a lunch hour where people have
the choice to sit and eat.
Creating a higher concentration of special events or contests in order to develop
themselves as a major tourism demand generator for Orillia
Developing a formal partnership with the Gravenhurst market to encourage cross
promotion
Expand on unique selling points to differentiate it from their competitors. Hosting more
events, bringing in local artisans, creating educational programs about organic products
and extending hours.
Set a focus or goal on attracting over 85% of the city’s population who are able to travel
and spend their money at the market who are 15 years of age and older.
Build “staycation” packages that involve the farmers’ market in the package 105
Improve upon mobile accessibility to expand on the available market segments to target
11.5 Threats
The disconnect between the lower half of the city which includes the marina and
downtown core can pose as a threat when trying to prospect new customers during major
events and summer months. The absence of marketing and advertising communications is
responsible for the lack of awareness for what the farmers’ market has to offer.
There is a lack of space for vendors during the indoor seasons as well as inefficient
directions or signage that directs visitors to parking areas. This can cause confusion or
frustration for visitors in finding a place to park and can be the deciding factor to whether
or not they follow through on their visit. The amount of space for vendors causes
limitations for growth during the winter season because they are confined to the indoor
space.
The lack of sources for funding has made an obligation for the market to sacrifice certain
improvements that they can make and the how they encourage overall growth for their
organization. They have the potential to improve on their advertising and marketing
efforts but do not have the funds available to take advantage of these opportunities.
With the recent relocation of the farmers’ market back to their original space has resulted
in the lack of importance the market has as being one of the major demand generators for
Orillia. The market will have to promote their brand and reposition themselves in their
customer’s minds in order to become a memorable attraction.
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11.6 Summary
Overall, the Farmers’ Market has a consistent balance between strengths and weaknesses.
We have gathered the most prominent strengths and weaknesses to create the opportunities in the major differences between the two. We have also listed the threats that may be hindering their overall performance. The S.W.O.T will help us gain a better understanding of what the Farmers’
Market is currently doing that is working well for them and outlining factors that may be holding them back from their highest potential. The goal is to create principles and guidelines that will assist the Farmers’ Market in eliminating the weaknesses, while still maintaining their strengths, taking advantage of the opportunities and analyzing how to manage the threats.
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12.0 Key Issues, Development Guidelines and Business Objectives
12.1 Key Issue Identification:
Through the completion of the situation and S.W.O.T analyses, identification of the key issues for the O.F.M. (Orillia Farmers’ Market) is determined. This is done once an understanding of the business has been obtained. The key issues analysis then forms a basis for the business objectives. The team has identified the following key issues in regards to the
O.F.M.’s tourism product.
Issue # 1: How can O.F.M. strengthen its connection with the downtown main street merchants
(BIA), and the downtown and waterfront?
Although the O.F.M. is located in the centre area of the city of Orillia, the market needs
to further connect itself with the downtown area in regards to merchants, and
downtown/waterfront activities. It is important for the successful growth in the number of
visitors to the market; to not only market itself as a single entity, but as a community
based business. Waterfront activities and events are popular in the city of Orillia during
the summer months. During these events it has been noted that the visitor rate at the
market is lower than usual. It would be highly beneficial for the O.F.M. to partner with
some of the events to increase their visitor numbers during event times.
Issue # 2: How can the O.F.M attract more high quality producers and vendors?
Attracting high quality producers and vendors can result in a more successful farmers’
market. Maintaining a careful balance between the number of vendors and types of 108
vendors as well as the number of customers is important to ensure that supply and
demand are met in a functional way. This helps to ensure that everyone feels like the
market is worth the effort of participating.
Issue # 3: How can the O.F.M. reposition itself as a demand generator in Orillia?
Ontario’s farmers’ markets are important social and economic institutions in many
communities across the province. As there is an increasing demand for fresh, local
produce and concern over industrialized food production, the O.F.M. has the opportunity
to reposition itself in the list of demand generators in the city of Orillia. This is due the
positive attributes the O.F.M. has in regards to providing fresh, locally grown produce
and helping to promote and support local businesses and bring neighbours together to
commune and share resources.
Issue # 4: How can O.F.M. build more brand awareness to the desired target market?
As farmers’ markets in Ontario continue to regain popularity due to recent trends in
healthy eating and buying local produce to live a healthier lifestyle and one that is
environmentally conscious, it is an opportune time to market heavily to the identified
target markets for the O.F.M. These markets include but are not limited to the local
community and the two niche markets; “rubber tire market” and the annual boating
community of Lake Simcoe and Lake Couchiching. The rubber tire market includes the
cottage commuters that travel on highway 400 from Toronto to the Muskokas during the
busy summer months.
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12.2 Principles
Principle #1: To be a leader in Orillia’s agricultural tourism industry.
Guidelines
Make businesses aware of local fresh and cost effective produce Make presence known to food vendors attending festivals Hold cook-offs to encourage public involvement Have a information/petition booth available
Principle #2: To appeal to visitors and residents as a major demand generator for the city of
Orillia.
Guidelines
Identify Orillia’s top 5 D.G.’s in Orillia and gage calibers of marketing Synergize marketing techniques with Orillia’s top 5 D.G.’s Identify relevant trends (Local & Slow Foods, staycations, non-GMO movement) Fine-tune or re-vamp existing partnerships (collaborative maps)
Principle #3: To remain a strong agricultural based and community focused organization.
Guidelines
Create a seed sharing group for public Community garden – Hold best produce competitions Partner with library to reach younger tech-savvy generation, info sessions Stimulate awareness by utilizing volunteers at festivals
Principle #4: To be a leader in sustainable (tourism) development within the community.
Guidelines
Community Garden – share growing tips (water saving) Promote reduction in fossil fuels Point-out that local means fresher 110
Utilize new found sustainable methods (clay pot cooling to keep produce fresh)
Principle #5: To preserve the integrity of a traditional, authentic farmers’ market and build on the heritage of Orillia and Simcoe County.
Guidelines
To continue to offer primary produce rather than resale products Continue to promote any heirloom products Catchy slogan/phrase campaign: (Get your boots to) Orillia’s “Roots” Continue to encourage public awareness of new legislation affecting produce
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12.3 Business Objectives
Setting business objectives and goals are an important part of a business plan;
they determine a course of action and define a strategy to achieve the objectives and
goals. These objectives and goals could pertain to all components of the O.F.M. or to
selected sectors as determined by need. Measurement indicators will need to be identified
in order to track the success of the listed business objectives and goals. The tourism team
has determined the following four business objectives and goals.
1. To increase visitor numbers by the two niche markets identified (rubber tire market,
boaters, and festival and event goers) by 5% in the next three years.
2. To increase visitor numbers, and spending per visitor during downtown and waterfront
festivals/events by 5% in the next three years.
3. To increase the outreach to further market areas 30 – 60km away in the next three years.
4. To increase the ratio of producers to crafters at the O.F.M in the next three years by 5%.
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13.0 Alternative Strategies and Strategic Direction
13.1 (Strategy #1) Commercialized
Intent
To introduce new types vendors to Orillia Farmers’ Market and expand the variety of products available.
Rationale
By expanding the list of market products available, the market will attract more visitors who are perhaps in search of non-traditional market products (As seen on TV products). This will increase visitor numbers and expose the new visitors to the traditional longer standing vendors and their products and may initiate more purchases at the market.
Description
The market will open vendor spaces to non-traditional vendors and include the new vendors in future marketing endeavours. The market will make changes in the regulations to accommodate the new vendors. This means that more commercial products can be introduced and sold at the O.F.M. thus giving it the appearance of more of a flea market.
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Limitations
Traditional vendors at the O.F.M. may not welcome the new vendors to the market. It may be difficult for the market to obtain community and vendor support to change regulations to include commercialized vendors. This new direction would steer the market away from continuing to be a traditional farmers’ market.
13.2 (Strategy #2) Themed-Historical
Intent
The O.F.M. will become a themed market venue. The vendors and market staff will dress in traditional clothing form the 1840’s when the time that the market first opened to the community.
Rationale
A themed market will give the O.F.M. a unique edge above other local markets. This will steer the market towards becoming an attraction for the city of Orillia and has the potential to develop into a successful tourism product. This can be achieved by using this new experience promote the market to a larger consumer base.
Description:
The vendors and staff at the O.F.M. will were traditional clothing from the late 1800’s to the early 1900’s to adopt the new theme in the market place. Holidays will also be themed according to the mutual agreement of market vendors.
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Limitations
The introduction of a themed market will require the participation of all vendors and market staff to create this unique experience. If some of the vendors do not want to participate in adopting the new theme into the marketplace it will not be considered a true themed market and may lose the appeal of the intended target market. The new theme may be costly to introduce as costumes will be pricey to design and the material expensive to purchase.
13.3 (Strategy #3) Community Food Hub
Intent
The market will remain a traditional farmers’ market; the focus will not be put on rebranding itself but on marketing its current positive attributes.
Rationale
By focusing the marketing of the O.F.M. as a traditional farmers’ market, the market can emphasize the attributes that make it a unique and beneficial community based tourism product.
This includes attributes such as; supporting the local economy, environmentally conscious consumerism, creating social ties and helping local farms to remain sustainable.
Description
The O.F.M. will market its current positive qualities to their identified target markets, including the rubber tire market, boaters and local community. The strategic direction will focus on healthy living and the benefits it has on not only the person but also the environment and local economy. There will be more of an emphasis on buying local and supporting your local farmers. 115
Limitations
The marketing strategy will be limited to focusing on the current benefits of shopping at farmers’ markets and will need to heavily emphasize its positive attributes to attract more visitors.
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14.0 Strategic Direction
The Rating System
The following rating system is derived on the previous alternative strategies. Each key influence rated from 1-5 based on the power of influence it carries. Number 1 represents the lowest influence, and 5 are the highest power of influence.
Rating Scale: 5=Excellent; 4=Good; 3=Satisfactory; 2=Needs improvement; 1= Very weak
Key Influences Commercialized Themed-Historical Community Food Hub
Increased Visitation 5 3 4 Numbers
Cost of 4 2 5 Implementation Addresses Key Issues 2 3 4
Appeals to the 4 2 4 Identified Target Markets May Increase Funding 1 4 4 Opportunities Increases O.F.M. 4 2 5 Revenue Increasing 2 3 4 Connectivity to the Downtown Increase Length of 3 5 3 Stay Increase Number of 5 2 4 Vendors Increases Brand 1 3 5 Awareness Total Rating 31 29 42
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Implications/Conclusion
Due to the face that the themed-historical alternative only received 29 points out of a possible 50 points, it should no longer be considered a viable alternative. There are 11 points separating the commercialized alternative and the Community Food Hub alternative as seen in the diagram above. Although this is the case there is enough of a difference to exclude the
Commercialized alternative and not to look into that option any further. Therefore we will focus on the strategic direction of the Community Food Hub alternative. The strategy is more created to implement improvement rather than mass change, hence it will work better for the current climate of the O.F.M. The market will remain a traditional farmers market; the focus will not be put on rebranding itself but on marketing its current positive attributes. The strategy also focuses on the idea of supporting local farmers’ and encouraging the community to live a healthy lifestyle and buy local.
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15.0 Major Recommendations for the Orillia Farmers’ Market
Recommendations address the clients’ key issues and business objectives, and offer potential routes to reach desired target markets. During the preparation of the Tourism Action
Plan for the Orillia Farmers’ Market, the group members have compiled the following recommendations, keeping in mind the clients wishes to remain a traditional farmers’ market.
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15.1 Bookmark “Hungry Minds” Promotion Material Distribution at Library,
Festivals and Events:
Intent
To make a bookmark promotional material that incorporates the ideas of being: easy, friendly, interactive, sustainable and tasty!
Key Issues
The two key issues that this idea touches on: #1. Strengthening connections with BIA and the activities in the downtown and waterfront. #4. Building brand awareness to reach the desired target market. It also promotes Principle 5. To be a leader in sustainable tourism development within the community.
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Rationale
The reasoning for this recommendation is that this is a unique way to advertise the
Orillia Farmers’ Market to the mass amounts of visitors; during the festivals and events; while creating an identity within the city. It is an easy step approach to reach all ages and walks of life, during a short time period. It is non-threatening, and strengthens the sense of community which is always a positive approach. It gently urges the recipient to take on an active role in their contribution to bettering their surroundings, while suggesting the mutual reasons to attend the
Orillia Farmers’ Market in person, and keeping in touch with the farmers online!
Description
A bookmark that is made out of recycled paper that is seeded with herbs such as:
Cilantro, Sage, Chives, Thyme or Dill. It has the planting instructions on the reverse side, along with a website to touch base with the farmers’ videos, and possible culinary creations, as well as hours of operation. Volunteers could be directed to hand them out during events and festivals.
There will be a stack offered at the library with an introduction to children’s groups or any learning activities.
Order of Magnitude/Costs
UNITS 100 250 500 1000 2500
1-Sided 1.48 0.99 0.89 0.79 0.69 2 Sided 1.71 1.54 1.03 0.91 0.79
Dimensions of Eco Bookmark 2.2” X 7.75”
* Artwork Set-Up Fees Apply:
One Side = $35.00 121
Double-Sided = $50.00
Manpower cost: Commission a graphic designer to design desired info. Could range from, 5 hrs. to a full day of work.
“the average sole proprietor billing rate for graphic design services is $73/hr. Brand strategy is an average of $83/hr, and web design is $76/hr. Of course these rates will vary from region to region,…”
According to National Survey of Salaries and Billing Practices in Graphic Design in 2010.
Summary of Recommendation
This is an efficient way of penetrating the festival and event goers market, which is one of the markets that the organization has been trying to reach. By handing out the bookmarks at all events it will get the word out and there is a large chance that when preparing to plant the bookmark, that the primary planter will get secondary planters involved, therefore generating more interest in the process. Sustainability will be practiced and encouraged.
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15.2 Slogan Phrase Campaign “Get your Boots to Orillia’s Roots”:
Intent
To promote the recognizable slogan to generate awareness of the Orillia Farmers’
Market that can be easily integrated with any marketing campaign or technique.
Key Issues
Slogan addresses these key issues: #1. How can the Orillia Farmers’ Market strengthen its connection with the downtown main street merchants (BIA), and the downtown and waterfront activities?, #4. How can Orillia Farmers’ Market build more brand awareness to the desired target market? It addresses these principles as well: Principle #4. To remain a strong agricultural based, and community focused organization, Principle #6. To preserve the integrity of a traditional, authentic farmers’ market, and build on the heritage of Orillia and Simcoe
County.
Rationale
The slogan itself appeals to the population on two different levels. 1. Physical Level – encourages them to physically take themselves to the market to get produce. 2. Cerebral Level –
Reminding them of the markets significance in the roots of Orillia’s history.
Description
To make a recognizable popular slogan to promote the Orillia Farmers’ Market and to create a sense of tangibility. You can take a walk to visit history, take some home with you, and enjoy it. Advertise on many different mediums in order to increase visitor awareness about the markets physical location, and its place in the community’s heritage. Suggesting to parents that 123 while getting errands done like grocery shopping isn’t always pleasant, this trek could be a family adventure.
Order of Magnitude/Costs
Advertisement Mediums
SOCIAL MEDIA = Free
*Orillia Packet & Times =Free for 30 days
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125
RADIO = $50.00 per ad
Summary of Recommendation
By promoting the “Get Your Boots to Orillia’s Roots” campaign on different advertising mediums throughout the area, we will reposition the Orillia Farmers’ Market in the minds of the target market as the place to go on Saturdays with your family. At the same time it reinforces the sense of heritage and culture that has always been and will continue to be the
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15.3 To Enhance the Entertainment Offered at the Orillia Farmers’ Market
through the Use of Local and Youth Entertainment:
Intent
The intention of this recommendation is to put more of an emphasis on the entertainment being offered at the Orillia Farmers’ Market. It is also to introduce new performers/entertainers and youth performers at the Orillia Farmers’ Market in order to draw in a new customer base while also, maintaining the main focus of the produce vendors.
Keys Issues
How can the O.F.M. reposition itself as a demand generator in Orillia?
How can O.F.M. build more brand awareness to the desired target market?
Business Objectives
To increase visitor numbers by the two niche markets identified (rubber tire market,
boaters, and festival and event goers) by 5% in the next three years.
To increase visitor numbers, and spending per visitor during downtown and waterfront
festivals/events by 5% in the next three years.
To increase the outreach to further market areas 30 – 60km away in the next three years.
This recommendation although fairly small and simple, does meet three of the business objectives. 127
The idea of introducing more entertainment means that more visitors will attend and stay for longer periods of time in order to sit down and watch some of the performers. As well as smaller well-known local performers in Simcoe county will draw crowds of those whom follow them on a regular basis.
The outreach to the further market comes into play when you look into introducing performers from different locations in Simcoe County.
Rationale
The main reason for including this recommendation is to highlight the Orillia Farmers’
Market as an experience rather than an attraction. The use of entertainment can help to draw in a more vivid and diversified crowd. By bringing in more local performers and more youth performers it will help the Orillia Farmers’ Market to expand on its customer base.
Description
The inclusion of youth performers in this recommendation is the most important part.
There are more and more young entertainers with talent emerging nowadays with the growth of reality television shows such as xxx has talent/American or Canadian Idol, the voice amongst many others.
The concept behind this recommendation is that entertainers will be offered to come and play for a set period of time, the option to perform will be on a voluntary basis and anyone is welcome to apply to be considered once they have submitted an application/audition they will be approved by those responsible for entertainment at the Orillia Farmers’ Market before being allowed to perform. This is due to the fact that even though some people have an extensive performance background they do not necessarily have the skills to perform for large crowds of 128
visitors. Once performers have been selected they can discuss availability of time with the
performer. Even if it were for one/two hours and then a second performer comes in. The
entertainment factor will make the Orillia Farmers’ Market seem as though it is more of an
experience rather than an attraction.
The Innisfil Farmers’ Market although small will pay performers both professional and
amateur based on the number of hours they perform. It runs for 5 hours and some performers will
perform for a full day with a 1 hour break in between on an average they will receive $75 for
their time this number can lessen or increase based on how well the performer entertains but it is
usually an agreed rate. (It would be down to the discretion of the O.F.M on whether or not they
would choose to pay their performers). In most cases performers may receive payment if they are
bringing their own equipment or if they are used to being paid for compensation of their time and
gas cost. The recommendation itself is fairly low in cost as you will see in the next section.
Cost Breakdown:
Item Individual Cost Total Cost
Fixed Costs
Advertisement seeking entertainers $0.00 $0.00
$0.00 - $150.00, some performers Stereo Equipment: Microphone, Speakers, can bring their own equipment Sound board, CD/IPod Hook-up $0.00 -$150 hence cost would be $0 or up to
$150.00 for renting any equipment (microphone/amp/sound board)
Variable Costs 129
$75.00 for 4 hours of performance Payout to entertainer based on one hour of this is based on the rate given to performing. $18.75/HR semi-pro performers at competitor Farmers’ Markets. Usually paid in cash.
The costs for this recommendation are broken down into two separate categories, fixed
costs and variable costs. The fixed are those that you will have to pay, although the amount may
vary based on quantity of certain items and the quality, the example provided is a base cost. The
equipment cost can vary so much due to the fact some performers prefer to use their own
equipment as it is set up to their personal needs for their performance, basic equipment rental can
be anywhere from $50 upwards to around $150 depending on where you rent from, the brand of
the equipment, and any other applicable costs.
The Variable in this case are those costs you may face should you chose to pay for such
amenities i.e. staging, or paying performers.
The rate featured on the cost break down is the rate other competitors are known to pay
their performers through personal experience of one of the Tourism Management Students.
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15.4 Prospecting for New vendors to assist in the growth of the Orillia Farmers’ Market:
For the recommendation to take effect it must be able to meet some of the requirements below are the listed key issues that this specific recommendation meets the criteria for.
Intent
The intent of this recommendation is to look into ways the Orillia Farmers’ Market can enhance its ways of prospecting for new vendors.
The recommendation focuses on the traits of marketing and promoting fresh local produce. In order to remain a traditional farmers market a ratio of 4:1 farmers’ to vendors must be maintained. The recommendation will feature ways to help bring in new vendors and hold current vendors at the market.
Key Issues
How can the O.F.M attract more high quality producers and vendors?
How can O.F.M. build more brand awareness to the desired target market?
Business objectives
To increase the ratio of producers to crafters at the O.F.M in the next three years by 5%.
The recommendation also meets the above business objective; by increasing the number of vendors involved in the market the market council will be better able to pick vendors in process 131 to ensure they still maintain a ratio of 4:1 producer sellers to Crafters in order to maintain the title of a traditional farmers’ market.
Rationale
The main reason for this recommendation is due to the fact that the Orillia Farmers’ Market is now faced with a new competitor in its immediate territory the “Orillia Fairground Farmers’
Market”. With the loss of several vendors to the newer market, the Orillia Farmers’ Market needs a strategic approach as to how they are going to attract a new set of vendors who can still offer high quality produce.
The strength of this recommendation is that it is lower in cost therefore it can be changed and edited to the Orillia Farmers’ Markets specific wants and needs.
The ideas in this recommendation are purely suggestions and not all have to be carried out.
It address the weakness the Orillia Farmers’ Market has when it comes to bringing in new vendors while competing with the Orillia Fairground Farmers’ Market, who will now be their main competitor.
Description
The recommendation in this instance is to develop a way of making the Orillia Farmers’
Market more attractive to new vendors. Most of this will be done through key advertising campaigns.
Firstly by creating brochures that includes captions like 73 vendors and counting.
As well as making the effort to go to local farmers’ who perhaps don’t currently attend
your farmers’ market and seeing if there is any interest.
Reduced registration fees for registering as a vendor for the year, ahead of time. 132
Reduced hotel rates for out of town vendors
Welcome Packs for New vendors. (Water bottle, fanny packs for money, tote bags –
Mentioned by council, stickers, flyers, letter of welcome.
Free advertising on social media sites.
Theses a few of the incentives you can offer to vendors in order to get them interested in working with the Orillia Farmers’ Market.
Following this there are some examples of things to include in the suggestion of the new vendor welcome pack:
This is a cheaper water bottle and stickers with the Orillia
Farmers’ Market logo on it can be added for an additional
cost.
The Orillia Farmers’ Market council had already mentioned that they are partnering with downtown Orillia for tote bags we suggest using these as the bags to put the welcome pack together, the welcome pack will also include a letter of welcome an example of this can be seen on the next page. This is just an example of what can be used. 133
ORILLIA FARMERS’ MARKET
SINCE 1842
We at the Orillia Farmers’ Market welcome you! ?? VENDORS AND GROWING!
We would like to extend a warm welcome to you as one of our newest vendors. We are excited to have you as a member of the Orillia Farmers’ Market, and we know our customers will be just as thrilled. In this welcome pack you will find a few helpful tools to get you started. 134
Magnitude of Cost
Item Individual Cost Quantity Total Cost
$20-30 $200 - $300 Outreach to local 10 Gas/Time Gas/Time Farmers’
$0
This is decided by the
Reduced Registration $0 N/A council and wouldn’t cost
Fees anything to implement
although you must factor
in any loss of income.
$0
It doesn’t cost a company $0 N/A Reduced Hotel Rates anything to work out a
preferred rate at a hotel
$1.35 250 $337.50 Key Chains
$2.50 250 $625.00 Water Bottles 135
Fanny Pack/Money $1.95 250 $487.50
Pouch
As you can see some of the items do not cost anything to implement besides willingness, reduced hotel rates for those who are either out of town vendors or out of town customers can be attained by anyone and cost nothing to set up. All the hotel requires is that there is a contract per annum with a lead liaison.
The main costs that are needed are to create the suggested welcome packs for new and if wanted current vendors.
The cost of each item is individualized and then shown as a bulk item; these costs are based on the rates offered by California Kiss Promotions a company based out of Innisfil Ontario there is a $50 set-up fee on top of the base fee for each item.
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15.5 Building new Partnerships in the City of Orillia
Building partnerships can use the analogy of farming – preparing the ground, sowing the seed, and nurturing the growing plants with the right tools to ensure a good harvest.
Intent
The intent of this recommendation is to gain partnerships within the City of Orillia in order to attract more local residents through education.
Key Issues
The key issues this recommendations addresses are issue number 3: How can the O.F.M. reposition itself as a demand generator in Orillia? And issue number four: How can O.F.M. build more brand awareness to the desired target market?
Business Objectives
The business objective this recommendation addresses is objective number two: To increase visitor numbers, and spending per visitor during downtown and waterfront festivals/events by 5% in the next three years.
Rationale
The rationale behind this recommendation is as follows: The Orillia Farmers’ Market could benefit from developing partnerships with local schools by way of educating the youth on the importance of eat fresh locally grown food. This in turn will benefit the youth by choosing to eat healthy food contributing to a healthier lifestyle and also encourage them visit the market with their families to participate in market activities and encouraging the parents to shop at the 137 market. This may initiate long time return customers. The second partnership is with community
Social Services. This partnership will follow the Farmers' Market Nutrition & Coupon Program located in British Columbia, Canada. Through this program participants learn to cook healthy, nutritious meals using locally procured farm products. This would encourage more local people to buy fresh locally grown food from the Orillia Farmers’ Market while enabling to the participants to eat healthier food contributing to a healthier lifestyle.
Description
The Orillia Farmers’ Market will work the local Board to develop a program where representatives come into the schools during scheduled class time to give presentations to the children. The presentations will consist of food demonstration, history of farmers, and benefits of eating fresh local food from a health and environmental perspective.
The second partnership will be with Community and Social Services. This partnership will be based on the Farmers' Market Nutrition Coupon Program located in British Columbia,
Canada. This is a mutually rewarding program for all parties involved. For the Community and
Social Services Program it allows them to offer their clients a very rewarding and community beneficial program. The benefits for the participants are that it teaches them how to cook healthy, nutritious meals including using locally produced farm products. It also allows them to buy produce they may not normally be able to afford due to the high prices in the local supermarkets.
It also gives them a chance to go to the Farmers’ Market and experience the social aspect that
Farmers’ Markets are well-known for. The benefit for the Orillia Farmers’ Market is that brings new local customers to the market.
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Partnership with Local Schools (Farm to School Project)
Through this partnership the school lunch program can buy fresh, seasonal produce from local farmers through the O.F.M. They can facilitate filed trips to local farms, school gardening, composting, taste testing and guest speakers are all part of the Farm-to-School Project. The
Orillia Farmers’ Market will work with the local schools to determine dates available for representatives from the O.F.M. to go into the school to give educational classes.
The classes will include teaching the children about the different produce that is produced locally and the growing seasons of the specified produce. The representative will bring sample of the produce and allow the children to hold the different types of produce in order to have a clearer understanding of the texture, taste and smell of the produce.
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Nutritional information will be provided during the demonstration. At the end of the demonstration the children will be presented with colouring sheets or informational sheets on the produce brought in that day. Orillia Farmers’ Market information will be located on the sheet, including contact information and indicating hours of operation and up-coming special events.
There six different schools listed in the immediate Orillia Area. Once the program is established and deemed successful, the O.F.M. could look into expanding to further communities surrounding the Orillia area. The schools within the City of Orillia are listed in the following chart.
Chart Containing List of Schools in Orillia Area Followed by Two Corresponding Maps:
Name of Email Address Phone Location on School Map Orchard Park orc.scdsb.on.ca 24 Calverley (705) 325- A Public School Orillia, ON 7772 Park Street sites.google.com 233 Park St (705) 326- B Collegiate Orillia, ON 7386 Institute Simcoe www.smcdsb.on.ca 230 James E (705) 326- C Muskoka Orillia, ON 2331 Catholic District School Board Kwang Lee www.kwang-lee- 362 Barrie Rd (705) 329- D Taekwondo taekwondo.com Orillia, ON 0199 School Georgian www.georgiancollege.ca Memorial Ave (705) 325- E College - Orillia, ON 2740 Orillia Campus ODCVI www.odc.scdsb.on.ca 273 West Street F N Orillia, ON Simcoe County www.scdsb.on.ca 255 (705) 325- G District School Matchedash N 5031 Board Orillia, ON 140
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Developing a Market Nutrition and Coupon Program:
The Orillia Farmers’ Market will follow the FMNCP program located in British
Columbia, Canada. The Farmers' Market Nutrition Coupon Program runs from July through
October and is administered by the BC Association of Farmers' Markets. The BC Association of
Farmers’ Markets received a $2-million, one-time grant from the government. The funding supports the Farmers’ Market Nutrition and Coupon Program, which provides coupons each week for participants to spend at their local farmers' market. The program is targeted at lower- income seniors and families, including pregnant women, who are participating in cooking and skill-building programs.
These programs teach participants how to cook healthy, nutritious meals including using locally produced farm products. This program supports local residents by helping the participants in the program make healthier choices by providing a variety of easily accessible tools and information on healthy eating, physical activity and creating healthier communities. For many families, particularly those living in urban areas, farmers’ markets provide a great opportunity to purchase fresh produce directly from growers as well as to sample a variety of healthy locally produced foods that they might not ordinarily have access to. The website for BC Farmers’
Markets (www.bcfarmersmarket.org) provides a resource kit designed to help communities launch and sustain their own community-based coupon programs.
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Information Page Retrieved from: www.bcfarmersmarket.org for Program Start-up Information.
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Magnitude of Cost: Per Year
Partnership Breakdown of Cost/Fees Total Fees
Local Schools ( Farm to Donated Produce-$0 $1140
School Project) Colouring Sheets with O.F.M.
information on backside-$100
Volunteer Presenter (gift
card)-$ 20/visit, approx. 12
visits/year = $240
Coordinator and liaison
between market and school
board- ($10/hr x $20/season)-
$200/4 month period =
$800/Year
Nutrition and Coupon Program Coordinator- (10/hr x $10,400
Program $20/wk) -$10,400 (Position
will eventually paid for
through government funding,
following the FMNCP model).
The fees associated with this recommendation are as follows: To partner with the locals school board to provide a once a month, one hour educational presentation on agriculture, the fees associated with this recommendation are fairly low. The main cost will be acquired through the hiring of a coordinator/liaison between the O.F.M. and the Orillia school board. The cost for 144 this recommendation can be reduced once the relationship and schedule has been established with the school board. The presenter will be on a volunteer basis, for which they will be provided with a gift certificate for their participation.
To partner with Community and Social Services and provide a Farmers' Market Nutrition
Coupon Program, the major cost will be acquired through the hiring of a Program Coordinator.
The coordinator will develop a funding proposal to acquire government funding for the program.
After which time the position will then be paid for through the funding grant. Each year governments award hundreds of millions of dollars to small, medium and large enterprises in the hopes of stimulating local economies, fostering economic development and creating employment. This program would fall under all three categories.
Recommendation Summary
This recommendation focusses on promoting healthy eating within the community through the Farm-to-School Project and Nutrition and Coupon Program. This recommendation will benefit the participants in the program/project as well as the vendors at the O.F.M. as it will bring in more visitors to the market.
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15.6 Children’s Programming and Activities
Intent
To attract more families with young children to the Orillia Farmers’ Market by adding various children’s activities and programming during market hours at the Library location in
Orillia.
Key Issues
The key issue that this recommendation addresses is issue number 4: How can O.F.M build more brand awareness to the desired target market?
Business Objectives
Three of the four business objectives will be addressed through this recommendation.
The three business objectives are; number one: To increase visitor numbers by the two niche markets identified (rubber tire market, boaters, and festival and event goers) by five percent in the next three years. Number two: To increase visitor numbers and spending per visitor during downtown and waterfront festivals/events by five percent in the next three years. Number three:
To increase the outreach to further market areas thirty-sixty kilometres away, in the next three years. All three-business objectives will be influenced relatively similar due to the nature of the recommendation.
Rationale
The rationale behind this recommendation is as follows: The Orillia Farmers’ Market could benefit from developing and including children’s activities and programming at the market 146 as a way to attract more families to the market and spend more time at the market. The added benefit of children’s activities and programming would make a trip to the market equally enjoyable for children and give the parents more time to shop and socialize while at the market.
It will also give the children attending the market and participating in the programming to interact with each other and socialize as well, as the market being a social meeting place has been identified.
Description
For the younger guests that visit the market, there will either be special activities or programming available during every market day. The market will offer a line-up of kid approved activities and programs on holidays throughout the year as well. The children will also benefit by interacting with other kids while participating in a variety of kid-centric activities including arts
& crafts, planting seeds and learning about their care, live entertainment, and much more during holiday times. The theme and nature of the activity or programming would alternate depending on the time of year and schedule.
The idea behind the activities and programming is not to provide child care during the market hours, but rather a way to keep kids busy and engaged in fun; entertaining and educational activities while the parents shop and socialize or participate in alongside of their children. However there will need to be a person present to monitor the activities and provide direction in a fun and engaging manner. This position could be filled by a volunteer or high school/college student looking to complete volunteer or co-op hours. Another option would be to go through the Orillia Youth Opportunities Committee. 147
“The purpose of the Orillia Youth Opportunities Committee is to oversee the Orillia
Youth Resource and Drop-In Centre and has the following responsibilities:
Reducing factors in our community that place youth at risk by providing
opportunities for both structured and unstructured activities
Providing a link to existing youth activities and programs, church groups, service
clubs, sponsors, health educators, and other community groups
Enabling the voice of Orillia's youth to be heard to ensure that they are given the
opportunity to be part of decision-making processes that affect them (Information
retrieved from: City of Orillia, 2011.)”.
This would give the older youth in Orillia an opportunity to participate in the programming and full-fill some of the purposes identified by the committee. Contact information for the committee is through Kevin Gangloff: 705-325-8082, or email [email protected].
Arts and Crafts
An arts and crafts table with materials needed to complete the craft could be set up in a sectioned off area of the market. The craft table would consist only of what is needed for that days crafts to be made. An example could be put on display and the children would have access to the materials.
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This activity could fill the days that other programming has not been designated for the market day. Organized bin/bins with materials for the craft table will be available for these types of days. A set of pre-planned crafts designs and materials needed to complete the crafts will be included in the craft bin/bins.
Planting seeds and learning about their care:
Agriculture was the key development in the rise of sedentary human civilization. Today in farmers markets the selling of the produce from the local farmers is the main reason the markets exist and was the initial reason the markets developed. Setting up an educational table directed at teaching kids about agriculture is a great way for the market to teach kids about the importance of agriculture. This table would be available during the first few weeks of the planting season.
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Working in a garden, a child can experience the satisfaction that comes from caring for something over time, while observing the cycle of life first-hand. Gardening is also a great way to teach environmental awareness by exploring the workings of nature. They're curious, like to learn by doing, and love to play in the dirt. Teach them about seeds, plant parts, and the life cycle of different plants. This helps them understand it all- it is a great science lesson.
Each child that participates will be given a compostable pot and a seed to plant. A bin with soil will be available with the required tools need to transfer the soil into the potted plant and plant the seed. A volunteer will be on hand to teach the children about reading a seed packet: which planting zone are you in, how far apart should the seeds be planted, how deep, and watering schedules. Each child will also receive a care sheet with the instructions on it as well as a growth chart to see the change over time, which will be located on the back of the instruction sheet. An identification stick for each plant will be part of the plant package, which will include the name of the plant, and the Orillia Farmers’ Market logo on it for marketing purposes.
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Examples of seeds that can be used in this activity
Sunflowers Cherry Tomatoes Sunflowers will sprout in 1 week, becomes a Cherry tomatoes are a quick-growing early small seedling in 2 weeks, and should be 2' tall crop, and fun for kids to eat right off the vine. in a month. In 8 weeks, the buds will flower They take about 10 days to germinate and revealing hundreds of seed kernels. Be sure to mature in about 60 days. Peas prefer cooler, grow 'confectionery' sunflowers, the type partially shaded locations in the garden; they grown for food. They will dry naturally in the should be sown closely, about 1" apart at most. late summer sun; the seeds, rich in protein and iron, can be roasted for snacks.
Live Entertainment
An important aspect of entertainment is the audience, which turns a private recreation or leisure activity into entertainment. Live entertainment would provide the children with a fun and engaging activity while the parents shop and socialize at the market. One weekend in every month the market could provide live entertainment for the children.
This could be in a variety of forms, from singing pianist, ventriloquist, caricaturist, children's magician, clowns and face painting. There are a variety of entertainers to choose from in the Orillia area that offer different types of children’s entertainment. A great resource for finding entertainment in the Orillia area is http://www.gigsalad.com/Variety/Children-Kids-
Entertainment/ON/Orillia.
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Examples of Children’s Entertainment available in the Orillia Area:
Holiday Activities
Holiday activities for the children offered at the market would be great way to attract more families to the market throughout the entire year. These activities would be focused on the type of holiday in for that season, Christmas, Halloween, Thanks Giving, Easter etc.
Some examples could be pumpkin carving and Halloween decorations, Easter egg painting and crafts geared towards Easter, ornament and card making during Christmas and much more.
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Magnitude of Cost
Activity or Programming Breakdown of Costs/Fees Total Fees
Arts and Crafts Three bins to hold supplies- $550 to start
$30, various art supplies, $30 monthly to up-keep
paper, glue, child safe scissors activity bin inventory
etc.-$200, tables and chairs for
initial set up(includes 4 tables
and 16 chairs)-$420
Seed Planting Cost of planters-$10 $85
Cost of soil-Donated
Cost of tools-$40
Cost of soil bin-$10
Cost of seeds-$10
Cost of identification sticks
with logo-$10
Cost of information sheets
with growth charts-$5
Live Entertainment Depending on the type of $180-$400
entertainment booked and
duration, cost ranges from-
$180-$400
Holiday Activities Cost will depend on the type $40
of activity and materials 153
needed to complete the
craft/activity (additionally
pumpkins/ornaments etc. will
be purchased by the
participant and the materials
will be provided by O.F.M.)
Budget for holiday crafts can
be set at approximately $40
per activity.
The initial fees for to start most activities are higher due to the purchase of required items to start. After the initial start of the activity the monthly price will be upkeep of craft material inventory or the purchase of material for special crafts. Costs will be lower be lower due to certain items being purchased to participate in the chosen craft/activity, such as pumpkins for
Halloween, ornaments to paint for Christmas, or the purchase of eggs to paint during Easter.
Additionally the costs for this recommendation will be drastically cut by using volunteers or students to fill facilitating positions required to implement the activities and crafts. The higher costs will come from hiring live entertainment if it is not on a volunteer basis.
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Summary of Recommendation
Parents are always looking for fun and engaging activities or events to participate in with their children. Considering that the main purpose of the market is the market itself, the addition of children’s activities and programming would be an added incentive for families to attend the market throughout the four seasons. This would offer the families a fun and engaging outing for the whole family. The parents would have more time to shop and socialize while attending the market and thus increase visitor numbers and spending per visitor during each trip. The cost of this recommendation would be cut back dramatically by volunteers or students filling the roles of creating activities, monitoring the activities and set up and clean up after market days.
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15.7 Introduction of new products to the Orillia Farmers’ Market, specifically
wine, beer, and spirits from local vineyards and microbreweries.
Intent
The intent of this recommendation is to attract more visitors to the Orillia Farmers’
Market by offering a wider range of products that people are not used to seeing or being able to get at the typical farmers’ market.
Key Issues
The key issue that this recommendation addresses is issue number four, ‘How can the
Orillia Farmers’ Market build more brand awareness to the desired target market’, as well as slightly addressing issue number three, ‘How can the Orillia Farmers’ Market reposition itself as a demand generator’.
Business Objectives
This recommendation addresses two out of the four-business objectives for the Orillia
Farmers’ Market. The first business objective that is addressed by this recommendation is number one, ‘To increase visitor numbers by the two niche markets identified (rubber tire market and boaters) by 5% in the next two years’. The second business objective that is addressed is objective number three, ‘To reposition itself as one of the leading demand generators in the city of Orillia’.
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Rationale
The reasoning behind developing this recommendation is that the Orillia Farmers’
Market would greatly benefit from the introduction of new products to their already existing merchandise. Offering special products like wine, beer, and spirits would be a unique item that people are not used to seeing available at traditional farmers’ markets. This would help the
Orillia Farmers’ Market standout from their competitors and from other markets in the surrounding area. Also, by having the Orillia Farmers’ Market selling wine, beer, and spirits a new niche market would be attracted to the Market, therefore helping to increase the number of people who attend the Farmers’ Market each weekend.
Also, this recommendation is made possible by the recent changes made to the liquor laws in Ontario. In the December of 2013, the province’s Premier Kathleen Wynne announced that the province would now allow the sale of Ontario-produced and certified Vintners Quality
Alliance (VQA) wines at farmers’ markets. While VQA wines, which are made only with
Ontario grapes, are currently the only type of wine that are allowed to be sold at these farmers’ market, there is still a push for the province to allow fruit wines, beer, cider, mead, and spirits that are made within Ontario to be sold. The new changes to the liquor laws are a part of a two- year pilot project and the government has stated that after this pilot period they might consider allowing the sale of these other alcoholic beverages. This means however, that farmers’ markets will have to wait another two to three years before they are able to offer these non VQA items to their customers.
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Description
Due to the changes to Ontario’s liquor laws that have already taken place, the Orillia
Farmers’ Market will be able to begin the sale of VQA wines to their visitors as of May 1st , 2014
(the target starting date for the pilot project). Vendor retail space would be provided to different
VQA Wineries at same cost as other vendors who attend the Farmers’ Market. These wineries would be able to set up their booth to display a range of their products, including red, white, and sparkling wine. These wineries would also need to bring their own signs for them to display their company name, as well as any additional signage that they might require (such as a wine list).
The wineries could also provide sampling so that the visitors to the market could taste the products before purchasing it. Details about wine tasting are still currently being worked out by the government, however, if it is decided that the changes to the liquor law that allows the sale of wine at farmers’ markets does not include sampling, the Orillia Farmers’ Market would be required to obtain a temporary liquor license for that day, as well as become a holder of a valid liquor/club license if they choose to permit wine tasting on their premises. The Farmers’ Market would also be required to adhere to current laws which prohibit wine tasting before 11:00am.
In order for these wineries to sell at the Orillia Farmers’ Market, a member of the
Farmers’ Market staff would be required to contact these different VQA wineries to see if they 158 would be interested in selling their product at the market. This canvasing work would be done through telephone calls or even person-to-person meetings, where the benefits for both organizations would be discussed, as well as the costs and time involved.
In Ontario, there are 125 different wineries that produce VQA wines of various appellations. All of these wineries could be contacted to see if they are interested; however, the wineries that are closer in proximity to the Orillia Farmers’ Market are a more realistic option for possible vendors due to the fact that all VQA products must be returned to their winery of origin once the market closes as there is no off-site warehousing permitted with the new law. The following is a list of the VQA wineries that are located approximately two hours away from the
Orillia Farmers’ Market, as well as their websites.
Cellaria Winery Inc. Georgian Hills Vineyards Inc. Richmond Hill, Ontario Collingwood, Ontario www.cellaria.com www.georgianhillsvineyards.ca Coffin Ridge Vineyard and Winery Grace's Vineyards Meaford, Ontario Scarborough, Ontario www.coffinridge.ca (no website listed) Holland Marsh Wineries Kew Vineyards Estate Winery Limited Newmarket, Ontario Toronto, Ontario www.hmwineries.ca (no website listed) Magnotta Winery Estates Ltd. Milan Wineries Inc. Vaughan, Ontario Toronto, Ontario www.magnotta.com www.milanwineries.com Piazza Grape Juice Co. Ltd. Silver Peak Wine Cellars Inc. Mississauga, Ontario Oakville, Ontario (no website listed) (no website listed) Solo Per Amici Winery Villa Nova Estate Ltd. Brampton, Ontario Simcoe, Ontario (no website listed) www.villanovaestatewinery.ca Vinoteca Inc. Willow Springs Winery Woodbridge, Ontario Stouffville, Ontario www.vinotecawinery.ca www.willowspringswinery.ca 159
All of these wineries could be contacted to find out if they are interest in becoming a vendor at the Farmers’ Market. For those that are interested, they could attend that market on a regular, weekly basis or they could come at different times throughout the year. These times would be based on what works best for those wineries or even to coincide with the different festivals and events that are held through the year in Orillia. Those responsible for managing the market would also need to decide if they would want multiple VQA wineries there at the same time or if they would prefer to space out when they come to sell their products at the market. The
VQA wineries that are interested in participating in the pilot program with the Orillia Farmers’
Market would also be required to provide one of their own staff members with Smart Serve
Credentials to sell and serve their product at the Orillia Farmers’ Market.
In the future, once the initial two-year pilot project in over and wines, cider, and meads that do not belong to the VQA are allowed to be sold at farmers’ markets across the province, the process of contacting companies to find out which ones would be interested in selling their products at the Orillia Farmers’ Market would once again need to be completed. Also, with citizens and organizations lobbying for the Premier to allow the sale of beer and spirits at farmers’ markets, the Orillia Farmers’ Market might be able to offer these products to their customers in a few years’ time, and if so the canvasing stage will once more need to be conducted. All of these vendor locations would be supplied at the same costs as previous vendors and they too would be responsible to signage at their table.
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Magnitude of Costs
There are currently no costs outlined by the government that a farmers’ market would be required to pay in order to begin selling grape wine products on their premises. Whether or not this will change in the future before the pilot project begins is not known. If the government does decided to not include the sampling of wine in the new changes to the liquor laws there would be costs associated with permitting wine sampling at the Orillia Farmers’ Market if the organizers choose to permit it. Outlined below are the different licenses that the Farmers’ Market would need to get if they do choose to allow wine sampling.
Liquor License Temporary Liquor License Special Event Permit $25 per day $1,055 for two years $445 per day (not selling alcohol to be (new applicant) consumed on premises) $450 for three years X X (renewal)
Recommendation Summary
By offering regular market shoppers, as well as out of town visitors, the option to sample and purchase locally made wines, and possibly other alcoholic products in the future, while they shop for local fruits and vegetables will help to ensure continued support for a vibrant farming sector in Orillia. It's also a great way for small, local businesses which use Ontario grown farm products in alcoholic beverages to reach new customers, while allowing the Orillia Farmers’
Market the chance to provide increased selection and convenience to their visitors. Though there are still a number of factors that still need to be sorted out by the government, such as logistics and regulations as to how the alcoholic products will be sold, this opportunity for farmers’ 161 markets across the province to sell wine (and hopefully other alcoholic products in the future) is a brilliant one. If the Orillia Farmers’ Market chooses to become involved in this new project that benefits for both the Market and city will be great. Not only will it help to bring new tourists to the Farmers’ Market and attract the old ones back, but it will also help to put money into the hands of their current vendors and into the economy of the city.
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15.8 Increase the amenities the Orillia Farmers’ Market
has to offer its visitors
Intent
The intent of this recommendation is to attract more visitors to the Orillia Farmers’
Market by making their visit a more enjoyable one through providing more amenities for them to use and by creating a more aesthetically pleasing place to visit. This will encourage people to stay longer, resulting in more money spent, and will help to create more repeat visitation.
Key Issues
The key issue that this recommendation addresses is issue number three, ‘How can the
Orillia Farmers’ Market reposition itself as a demand generator in Orillia’. A second key issue that is also slightly addressed through this recommendation is issue number four, ‘How can the
Orillia Farmers’ Market build more brand awareness to the desired target market?’.
Business Objectives
The business objective that this recommendation addresses is objective number three, ‘To reposition itself as one of the leading demand generators in the city of Orillia’. This will be done through providing visitors with things that would make their visit to the Orillia Farmers’ Market more convenient and enjoyable.
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Rationale
The reasoning behind increasing visitor amenities and adding to the beautification of the
Orillia Farmers’ Market is that the destination would greatly benefit from doing these things. By introducing amenities like indoor and outdoor benches, bike racks, maps of the location of each vendor, as well as others would help to make the visitors experience at the Farmers’ Market a more enjoyable one and more convenient. By providing a more aesthetically pleasing place for people to visit and by also providing more amenities for these visitors to use will help to increase the Orillia Farmers’ Market’s popularity and will in turn help to increase new and repeat visitation. With an increased number of visits to the Farmers’ Market the vendors will see their sales improve
Description
Benches
In order to begin to improve overall visitor experience at the Orillia Farmers’ Market a couple of new amenities should be added to the premises. One of the first of these amenities that should be added is benches. Currently, there are few places for visitors to sit down during their visit to the Farmers’ Market. New benches will be placed strategically throughout the premises, including directly outside the entrance and inside the building along the hallways. This way visitors will be able to take a break while doing their shopping and for those who come to meet up with friends there will be a place for them to congregate and to talk if they so choose. During the winter months, the benches inside would also provide a place for visitors to eat any food products that they purchased during the trip to the Farmers’ Market, such as tacos from Fox
Foods. In order to help benefit the local economy of Orillia, these benches can be purchased 164 from a local craftsman or furniture company.. The city of Orillia also has its own bench donation program so the city could be contacted to find out who their provider of benches it.
The following are possible bench locations for inside and outside of the Orillia Farmers’
Market.
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Bicycle Racks
Another type of amenity that can be added to the Orillia Farmers’ Market is bike racks.
During the warmer months, people are usually inclined to get out and enjoy the warm weather, often using bicycles as their mode of transportation. Though there are already a few bicycle racks around the Library and Opera House, by offering more bike racks on the premises the Orillia
Farmers’ Market will be able to tap into the bicycle using population of the city who would not necessarily be able to enjoy the market without them. This is because people wouldn’t be able to visit the indoor vendors if they have their bikes with them and wouldn’t be able to maneuver around the grounds outside while pushing their bikes. With more bike racks located around the
Farmers’ Market there will be a lot more space for more bikes and the closer they are to the actual location of the Farmers’ Market the more likely people will use them. Bike racks are also a great way for the Orillia Farmers’ Market to encourage people to use environmentally friendly means of transport to and from the market.
The Orillia Farmers’ Market can choose to install bike racks that are similar to the ones that are already offered near the Library and the Opera House or they can choose to go with a design that is completely different and stands out.
Different design than current bike racks. Similar design to bike racks located nearby. 166
Pamphlet Maps
To also help improve the visitor experience and to help grow the Orillia Farmers’ Market as a demand generator another amenity that could be added are pamphlet maps with the layout of the market and the location of each vendor. By having these maps available for visitors near the entrance to the market when it is located indoors or on a stand near an heavy foot traffic entrance when the market is located outdoors would help to make visitors aware of all of the types of vendors that the Orillia Farmers’ Market has to offer (therefore helping to increase sales for the vendors) and help the visitor make their way around the market easier as they won’t have to spend a long time hunting down a certain type of product. A possible design for the pamphlet map would be to have a layout of the market on one side with a number in each vendor location and then on the back have a list of vendors with their coinciding location number beside their business name.
Wooden Cut-out Picture Board
A final amenity that could be added to the Orillia Farmers’ Market would be a wooden cut-out picture board. A wooden cut-out picture board is a large piece of wood (usually plywood) that is fixed to a stand and painted with a picture with either animals or people (or sometimes both) with the faces of these characters cut out so that visitors to a location can take pictures.
This amenity could be placed just inside of the entrance to the market during the colder seasons and in an area of high foot traffic during the warmers months when the Farmers’ Market is located outside. This would offer something fun for visitors to the market to do during their visit and to also help to create some happy memories for them. In order to create this wooden photo cut-out board, a local artist or craftsperson could be asked to do it (with compensation) so that 167 the money being spent by the Farmers’ Market is staying within the city’s economy. The type of picture that should be painted onto the wood is a farm scene with a farmer and a few animals, such as a pig, a cow, a chicken, and a sheep. There should be at minimum of two and a maximum of six face cut-out shapes on the wooden picture. This is a great way to get people of all ages having a great time at the Farmers’ Market and is also a great way to get people posting their own pictures of their trip to the Orillia Farmers’ Market to their own social media pages and the social media pages of the Farmers’ Market.
Some examples of wooden photo cut-out boards are as follows:
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Magnitude of Cost
The following charts are an outline of the approximate expected cost of each new amenity.
Benches
Original Cost Installation Maintenance Per year
$100.00 / bench $1000.00 / bench $350.00 / bench (if needed)
Bicycle Racks
Original Cost Installation Maintenance Per Year
$50.00 / rack $800.00 / rack $300.00 / rack (if needed)
Pamphlet Maps
Number of Pamphlets Cost
500 $225.00
1000 $315.00
1500 $385.00
2000 $450.00
2500 $500.00
5000 $700.00
10,000 $1000.00 169
Wooden Cut-out Picture Board
Original Cost Installation Maintenance Per Year
Material – $150.00 $100.00 $100.00 Labour – $400.00
Recommendation Summary
Overall, if the Orillia Farmers’ Market was to add some extra amenities to the ones that they already offer to their visitors, the experience that these visitors receive while there would be positively increased. Simple things like extra seating, both inside and outside, can make someone’s day more enjoyable and even more relaxing. Offering more bike racks will encourage more people to ride their bikes to the Farmers’ Market and will be more convenient for those who already do. For the people who are visiting the Orillia Farmers’ Market for the first time, pamphlet maps of the premises will help them navigate their way around and will also help anyone who is looking for that one specific item. The vendors will also positively benefit from this new amenity as more awareness about their product will be generated and they therefore will begin to increase their profit. Finally, offering a fun new amenity like a wooden cut-out picture board will impact the visitor experience positively as well because visitors will have a fun time taking silly pictures with their friends and family and will have created some great memories together. By helping to increase the visitor experience these four simple amenities will really aid the Orillia Farmers’ Market in repositioning itself as a demand generator in the city and will help to create more awareness to their target markets.
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15.9 Creating Visual Awareness for Rubber Tire Traffic and Local Visitors
Intent
The intent of this recommendation is to increase visual awareness and promotion of the
Orillia Farmers’ Market through various forms of signage. The focus will be placed on reaching the incoming rubber tire traffic as well as local visitors. The basis for signage will be roadside billboard, an Orillia inspired mural and inexpensive flyers.
Key Issues
The key issue that this recommendation will address is; key issue number 4- “How can
The Orillia Farmers’ Market build more brand awareness to the desired target markets?”
Business Objectives
This recommendation for creating visual awareness through signage will cover three of the four business objectives. The three business objectives include;
To increase visitor numbers by the two niche markets identified (rubber tire traffic,
boaters and festival goers) by five percent in the next three years,
To increase visitor numbers and spending per visitor during downtown and waterfront
festivals/events by five percent in the next three years and,
To increase the outreach to further market areas thirty-six kilometers away, in the next
three years.
These three business objectives will be addressed in through three separate recommendations
while keeping the overall intent incorporated. 171
Rationale
The rationale behind recommending further use of signs and promotional advertisements is to attract a higher volume of visitors to the Orillia Farmers’ Market. By introducing inexpensive flyers, an Orillia inspired mural and a roadside billboard; the Orillia Farmers’
Market will benefit through visitor numbers. The reasoning behind selecting these three methods is based upon minimal expense and community involvement. Providing visual appeal through signage will aide in distributing information to prospecting market segments and create buzz about the Orillia Farmers’ Market, especially within the city.
Description
Providing visually appealing advertisements for the Orillia Farmers’ Market will increase its popularity which in return, provide higher visitor numbers and increase the profits for vendors. The recommended forms of advertisements are both inexpensive and easily measurable for success.
To attract the rubber tire traffic from long distance markets, it is recommended that the
Orillia Farmers’ Market focus their budget towards producing a billboard advertisement. The second recommendation for the Orillia Farmers’ Market focuses on attracting the boaters and festival/event goers by handing out flyers or brochures during major events and throughout the boating season. The third recommendation is to inspire local artists to design a mural representing the Orillia Farmers’ Market that will be painted on an outdoor wall for all locals and visitors to see.
These three recommendations will encourage reaching the outlined business objectives and eliminating the key issues. 172
Billboards
Placing a billboard along highway 11 and highway 400 would create a great opportunity for brand positioning amongst motorists. Placing these billboards in such high traffic areas would broaden the reach of the target markets by over 140 kilometers away.
Toronto, ON
1 h 39 min
In current traffic: 1 h 58 min
Orillia, ON
132.5 km
Placing the billboards in high traffic areas will become more costly, although still less expensive than an official highway directional sign. Here is a list of main highways that produce the highest amount of traffic.
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Average Daily Highway Intersection Traffic Volume
11 Severn River 21,400
12 Wainman Line 12,200
26 Stayner 9,550
35 Highway 118 2,500
60 Deerhurst / Canal Road 9,250
93 400 9,350
118 Milne Road (Wood Lake) 4,100
400 Highway 89 82,700
400 Port Severn 12,200
Source: Ministry of Transportation, 2004 data Highlighted are the two highways recommended to advertise on. If there is an average of
21,400 motorists travelling on highway 11 daily, which means that on average 642,000 people will drive by a billboard with the Orillia Farmers’ Market advertisement. As for the billboard opportunity on highway 400 past Innisfil Beach Road, an average of 2,481,000 people will pass by within a month.
With contact been made with “Vision Outdoor Advertising”, we were able to produce an idea of what a billboard would entail for the Orillia Farmers’ Market. This current billboard is located in an area where motorists heading southbound towards Orillia will be able to see. The details include;
Location : Highway 11 visible to southbound traffic near Canning Road, Kilworthy heading towards Orillia.
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Dimensions : 8' x 16' at a height of 22', set back 40' onto private property.
Lighting : No
Vision Outdoor Advertising also provided additional information which will help in the decision process of whether a billboard advertisement is in the Orillia Farmers’ Market’s best interest.
How big should the text be to read it?
Maximum Readable Readable Distance Letter Height Distance for Maximum Impact
100' 30' 3"
150' 40' 4"
200' 60' 6"
350' 80' 8"
400' 90' 9"
450' 100' 10"
525' 120' 12"
630' 150' 15"
750' 180' 18"
1000' 240' 24"
1250' 300' 30"
1500' 360' 36"
1750' 420' 42"
2000' 480' 48"
2250' 540' 54"
2500' 600' 60"
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What colours work?
Black on White
Blue on White
Black on Yellow
Red on Yellow
White on Black
Yellow on Black
White on Blue
White on Red
White on Green
Colours that do not work
Yellow on White
White on Yellow
Red on Blue
Blue on Red
Blue on Green
Have an Objective and Design Your Billboard to Achieve the Objective. Is your objective to inform the viewer, persuade the viewer, remind the viewer? What action would you like the viewer to take after seeing your billboard? To phone you? Drive to your location? Visit your website? Make sure that you only have a single objective. Less is More. Keep your entire billboard message to a maximum of 10 words. 5 or 6 words is ideal. Use only a single photo. Multiple photos compete for the viewers’ attention. Remember that the viewer will spend only 2 or 3 seconds looking at the billboard. Avoid overlaying text onto a photo. The only time this works is if there is a solid colour within the photo, such as a blue sky or water. Otherwise, limit the photo to part of the available billboard space and put the text in a separate section against a solid background. Use dark colours against a light background or light colours against a dark background. 176
Outdoor Advertising Solutions | Muskoka Billboards | Gravenhurst Billboard Signs. (n.d.). Outdoor Advertising Solutions | Muskoka Billboards | Gravenhurst Billboard Signs. Retrieved April 10, 2014, from http://www.visionoutdoor.com/index.php
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Displayed is a map which shows all the current locations of Vision Outdoor Advertising billboards with the exception of Highway 400 being a definite possibility. 178
Displayed is an example of how the billboard may look with the possibility of adding in the address and contact information. An outdoor advertising solution makes it possible for customers to design their own canvas or work alongside marketing communication experts and vision graphic designers.
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Magnitude of Cost
Highway Size Annual Cost Monthly Cost
Highway 11 10 feet by 20 feet $12,000 per year $900 per month
(placed right beside $1,200 one time fixed $1,200 one time fixed
highway) cost for production of cost for production of
graphics graphics
Highway 400 Jumbo size - 20 feet $30,000 per year $2,200 per month
South of Barrie (89) by 30 feet – 400 (set $1,500 one time fixed $1,500 one time fixed
400 feet back from cost for production of cost for production
highway) graphics
Outdoor Advertising Solutions allows the customer to pay on a monthly basis, quarterly or annually in order to accommodate the desired length of time to advertise. Although it is still quite expensive to advertise the Orillia Farmers’ Market this way, it also allows for cross promotion. These billboards will encourage people to visit the city which will result in higher spending per visitor and possible increase of overnight visitors. This may result in funding from the Chamber of Commerce or the City of Orillia. Installing roadside billboards will assist in achieving all three business objectives which in return creates a more successful business atmosphere for the Orillia Farmers’ Market.
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Promotional Handouts
Increasing efforts to connect with the event and festival goers during Orillia’s peak
seasons for visitor numbers will provide a larger window of opportunity to increase the amount
of people coming to visit the Orillia Farmers’ Market each Saturday. This recommendation
addresses the idea that handing out promotional items which the Orillia Farmers’ Market logo
and information on it will create more interest for visiting.
If a team or one representative volunteered their time during a major event or festival is
occurring to either encourage them to visit the Orillia Farmers’ Market. We have suggested the
use of key chains and flyers as handouts. The flyers act as an informational guide to everything
the prospecting customer needs to know and the key chain as a gift or memorabilia that they can
reuse and see every day.
Listed are a number of events happening in Orillia that pose as great marketing opportunities;
APRIL
Apr01- - POINTS OF VIEW Apr 12 An exciting exhibit by gallery artists, featuring a variety of styles & media! Zephyr Gallery, Downtown Orillia, 326-0480
Apr 05 - MARIPOSA IN CONCERT: AN EVENING OF BLUES & GOSPEL Brilliant talent & great music featuring Steve Strongman, Jesse O'Brien, Dusty Green, Kolette Easy, Shamakah Ali, Roger Williams & Juno Award winning composer & producer, Lance Anderson! 8:00 pm, Royal Canadian Legion, Mississaga Street East at waterfront, 326-3655
Apr11- - 21ST ANNUAL SIMCOE SPRING HOME & COTTAGE SHOW Apr 13 A fantastic selection of home & cottage products & services! Barnfield Point Recreation Centre, Tudhope Park, 705-835-0123 (Fri: 5:00 - 9:00 pm / Sat. & Sun: 10:00 am - 4:00 pm)
Apr - ORILLIA QUILTERS' GUILD SUNSHINE QUILT SHOW 181
12- Beautiful quilt exhibits & sales, Sunshine Market featuring a wonderful selection of Apr 13 member-made items, variety of vendors, quilting demonstrations, tea room & more! Quilt raffle with proceeds to Trillium Manor Activation Department, 10:00 am - 4:00 pm, Trillium Manor, Grace Avenue, 705-259-0854
Apr - THE NATURE OF THINGS 15- A dynamic exhibit of varied media works by gallery artists! Zephyr Gallery, Downtown May 24 Orillia, 326-0480
Apr 17 - GORDIE TAPP & FRIENDS Country Hoedown, Main Street Jamboree & 25 year HEE HAWlegend! 7:00 pm, Orillia Opera House, 326-8011 or 1-888-674-5542
Apr - 33RD ANNUAL ORILLIA PERCH FESTIVAL 19- One of Canada's largest registered fishing derbies! Great cash & product prizes, adult & May 10 children's categories, special OPP Kids' Day Saturday, May 3rd! Just fish to win!!! Lakes Simcoe & Couchiching, Headquarters at Tudhope Park, Atherley Road, 326-4424 or 1-888- 326-4424
Apr 19 - DOWNTOWN ORILLIA GREAT EASTER EGG HUNT! A fun hunt for plastic eggs hidden along downtown sidewalks, to be exchanged for chocolate at the Orillia Opera House! Face painting & Easter Bunny visits! 9:30 am - Noon, Downtown Orillia, 325-3261 (Children 12 & under)
Apr 19 - THE DESOTOS: ORILLIA DESERT RIDERS DANCE Great 50's/60's music, prizes & midnight sandwich buffet! Presented by Orillia Desert Riders, a unit of the Orillia Shrine Club, 8:30 pm, ODAS Park, Fairgrounds Road off Hwy. 12 West, 705-345-7948 or 705-835-5305
Apr - 56TH ANNUAL ORILLIA KIWANIS MUSIC FESTIVAL 22- Orillia & area students of all ages showcase their talents in brass & percussion, piano, May 07 string, guitar, woodwinds, vocal, drama & speech arts, choral, choirs & more! St. Paul's United Church & Orillia Opera House, 705-241-9502
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MAY
May01- - THE NATURE OF THINGS May 24 A dynamic exhibit of varied media works by gallery artists! Zephyr Gallery, Downtown Orillia, 326-0480
May 13 - TRIBUTE TO THE ED SULLIVAN SHOW A tribute to one of television's longest running shows & most celebrated hosts, complete with video footage of actual commercials! Fundraiser for Simcoe, Dufferin, Muskoka Crime Stoppers, 8:00 pm, Orillia Opera House, 326-8011 or 1-888-674-5542
May 16 - THE LIFE & TIMES OF ELVIS PRESLEY A narrated musical journey starring Tim 'E' Hendry, 2013/14 King of the World Elvis Tribute Artist World Champion, & featuring Early Years sensation Matt Cage with the Yes Menshow band! 8:00 pm, Orillia Opera House, 326-8011 or 1-888-674-5542
May 23- - MISSISSAGA STREET MANIA & SIDEWALK SALE May 24 Two days of fun & savings from Downtown merchants! Live entertainment, great dining & more! Downtown Orillia, 325-3261 (Free parking in Downtown lots)
May 24 - ORILLIA WIND ENSEMBLE: SPRING CONCERT An exciting concert featuring Orillia's own Jacqueline Dancyger Arnold performing Rachmaninoff's 2nd Piano Concerto! 7:30 pm, Orillia Opera House, 326-8011 or 1-888-674-5542
May 24 - DOORS OPEN ORILLIA A day of history, culture, art, outdoor festivities & a journey back to Orillia's participation in The Great War! Explore the Leacock Museum National Historic Site, Sir Sam Steele Memorial Building, Orillia's historic downtown, Coldwater Canadiana Museum & other heritage treasures! Mississaga Street sidewalk sale featuring live entertainment, great dining & more! Presented in conjunction with Doors Open Ontario,325-4530 (Guided & self-guided tours / Various hours)
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JUNE
Jun 01- - FESTIVAL OF BANNERS: HISTORIC ORILLIA - A GROWING COMMUNITY! Oct 26 Colourful banners exploring Orillia's past & future, designed & hand-painted by community members, create a vibrant outdoor art gallery in our streets! Downtown Orillia, 326-2159
Jun 05- - 32ND ANNUAL SPRING AUTOMOTIVE FLEA MARKET Jun 08 Cars & parts as far as the eye can see! Collectibles, classics, hard to find parts, car sales corral, auto auction, hundreds of vendors, good food & more! Burl's Creek Event Park, Oro-Medonte 8th Line off Hwy. 11, half-way between Orillia & Barrie, 705-487- 3663 (Thurs. - Sat: 7:00 am - 7:00 pm / Sun: 7:00 am - 5:00 pm)
Jun 06- - SPRING BOAT, COTTAGE & OUTDOOR SHOW Jun 08 Great in-water selection of new & pre-owned private & dealer boats, cottage & outdoor product displays, marine safety demonstrations, variety of vendors & more! Port of Orillia & waterfront parks, Lake Couchiching, 326-4424 or 1-888-326-4424 (Fri: Noon - 9:00 pm / Sat: 9:00 am - 9:00 pm / Sun: 9:00 am - 6:00 pm)
Jun 06- - ORILLIA SPRING BLUES FESTIVAL Jun 08 Exciting live blues at Orillia restaurants & pubs! Waterfront park main stage & beer garden featuring exceptional lineup! Downtown Orillia & Couchiching Beach Park, 326- 9284 (Fri: 5:00 pm - Midnight / Sat: 1:00 pm - Midnight / Sun: Noon - 5:00 pm)
Jun10- - SUMMER THEATRE: HANK & PATSY'S HEAVENLY COUNTRY HOEDOWN! Jun 21 A celestial, old fashioned country hoedown, as Hank Williams& Patsy Cline perform their famous songs together on Radio Station HEVN in the Great Hereafter! The Orillia Stage Company, OCC Centre, Colborne Street East, 705-242-8011 (Tues. - Wed: 2:00 pm / Thurs: 2:00 & 7:30 pm / Fri. - Sat: 7:30 pm / Getaway Packages, Group, Child & Season Voucher rates available)
Jun 21 - STREETS ALIVE! ART GROWS HERE: OUTDOOR ART CELEBRATION Orillia's incredible 2014 Streets Alive! outdoor art project, Art Grows Here, is unveiled! City streets come alive with 40 giant metal planter sculptures, transformed into exciting works of art by area artists! Live entertainment, meet the artists & more! Downtown Orillia, 327-5093
Jun 26- - SUMMER THEATRE: ANGIE - A NEW MUSICAL Jul 12 After singing tin-pan alley & Broadway tunes in the Whiteside Lodge for 30 years, Angie needs a change from the music, piano player & lodge owner! Tonight's the night she decides to go or stay! The Orillia Stage Company, OCC Centre, Colborne Street East, 705-242-8011 (Tues. - Wed: 2:00 pm / Thurs: 2:00 & 7:30 pm / Fri. - Sat: 7:30 pm / 184
Getaway Packages, Group, Child & Season Voucher rates available)
JULY
Jul 01 - ORILLIA CANADA DAY CELEBRATIONS A fun-filled family day! Parade downtown, midway, children's village, craft & food vendors, live entertainment, giant birthday cake & more! Fabulous fireworks at dusk! Couchiching Beach Park, 326-7743
Jul01- - FESTIVAL OF BANNERS: HISTORIC ORILLIA - A GROWING COMMUNITY! Oct 26 Colourful banners exploring Orillia's past & future, designed & hand-painted by community members, create a vibrant outdoor art gallery in our streets! Downtown Orillia, 326-2159
Jul 04- - MARIPOSA FOLK FESTIVAL Jul 06 Thrilling audiences for over 50 years with an incredible weekend of music! Fantastic lineup includes Friday & Sunday evening headliners, Ani DiFranco & Rosanne Cash! Emporium, artisans' village, kids' folkplay area, great food, beer tent & more! Tudhope Park, on the shores of Lake Couchiching, 326-3655
Jul 05- - ONTARIO FAMILY FISHING WEEK Jul 13 Licence-free fishing week throughout Ontario for Canadian residents! Local fishing events & festivals across the province! 705-748-6324, Ext. 240 or 254 (Non-licenced anglers required to abide by Conservation Licence limits set out in Ontario Recreational Fishing Regulations Summary)
Jul 12 - 4TH ANNUAL CLASSIC CAR & BOAT SHOW Fabulous display of vintage & classic cars & boats! 50's/60's DJWild Willie, 50/50 draw, prizes & trophies! Presented by Ramara Chamber of Commerce, 10:00 am - 4:00 pm, Crate's Marina, Lagoon City, 705-484-2141
Jul 15- - SUMMER THEATRE: THE ROCKY ROAD TO DUBLIN Jul 26 Every day is St. Patrick's Day with this laugh-filled celebration of Irish music & talented trio of entertainers! Foot stomping songs on guitar, fiddle, flute, piano, accordian & tin whistle blend with lots of audience participation! The Orillia Stage Company, OCC Centre, Colborne Street East, 705-242-8011 (Tues. - Wed: 2:00 pm / Thurs: 2:00 & 7:30 pm / Fri. - Sat: 7:30 pm / Getaway Packages, Group, Child & Season Voucher rates available)
Jul 18- - 37TH ANNUAL ORILLIA SCOTTISH FESTIVAL 185
Jul 20 A Scottish celebration! Ceilidh at Orillia Legion Friday & Sunday; parade Downtown at Noon, pipe & drum competitions, entertainment & vendors at Couchiching Beach Park Saturday! Buy a button & support the Festival! Royal Canadian Legion, Mississaga Street East at waterfront, 325-8442
Jul 25- - ORILLIA BEATLES CELEBRATION & STREET FESTIVAL Jul 26 A celebration of the world's greatest rock & roll band! Beatles tribute artists, films, vendors, outdoor stages, street dance & more! Downtown Orillia, 325-4283
AUGUST
Aug08- - ORILLIA WATERFRONT FESTIVAL Aug 10 Fun for all ages! In-water boat show, cottage & outdoor products, variety of vendors, water ski shows & more! Hilarious Cardboard Boat Race Sunday at Noon! Port of Orillia & waterfront parks, Lake Couchiching, 326-4424 or 1-888-326-4424 (Fri: Noon - 9:00 pm / Sat: 9:00 am - 9:00 pm / Sun: 9:00 am - 6:00 pm)
Aug 08- - 4TH ANNUAL VICTORIAN STEAMPUNK FESTIVAL Aug 09 Fun, fantasy & all things steampunk! Film festival, art display & competition, costume contest & promenade, knights, metal stamping, rat rods & 1930's automobiles, steam powered mechanical equipment, live music, corn roast, Lions' Club barbeque, amazing buskers, Mad Hatter's devon tea party & more! Downtown Coldwater & Canadiana Museum, 705-686-3909 (Fri: 5:00 - 9:00 pm / Sat: 9:00 am - 5:00 pm)
Aug 16 - 16TH ANNUAL CLASSIC CAR SHOW A dazzling display of over 400 classic cars line Orillia's downtown streets! Harley Davidson motorcycle exhibit, live 50's/60's bands all day, evening concert, great dining & shopping! Downtown Orillia, 325-3261 (Free parking in Downtown lots)
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SEPTEMBER
Sep01- - STREETS ALIVE! ART GROWS HERE: OUTDOOR ART EXHIBIT Oct 19 City streets are alive with 40 giant metal planter sculptures, transformed into exciting works of art by area artists! Downtown Orillia, 327-5093
Sep 01- - FESTIVAL OF BANNERS: HISTORIC ORILLIA - A GROWING COMMUNITY! Oct 26 Colourful banners exploring Orillia's past & future, designed & hand-painted by community members, create a vibrant outdoor art gallery in our streets! Downtown Orillia, 326-2159
Sep 04- - 44TH ANNUAL FALL AUTOMOTIVE FLEA MARKET Sep 07 Cars & parts as far as the eye can see! Collectibles, classics, hard to find parts, car sales corral, auto auction, hundreds of vendors, good food & more! Burl's Creek Event Park, Oro-Medonte 8th Line off Hwy. 11, half-way between Orillia & Barrie, 705-487- 3663 (Thurs. - Sat: 7:00 am - 7:00 pm / Sun: 7:00 am - 5:00 pm)
Sep 05- - 164TH ORILLIA FALL FAIR Sep 07 Three days of fun & events for all ages! Midway, demolition derby, horse & tractor pulls, horse shows & competitions, animal exhibits, crops & crafts competitions, live music & more! ODAS Park, Fairgrounds Road off Hwy. 12 West, 325-0353
These festivals and events provide ample opportunity to reach the Orillia Farmers’
Market segment. A variety of these events are happening in the downtown core and along the waterfront which will assist in reconnecting the Orillia Farmers’ Market to those busy areas. As well, it would benefit the Orillia Farmers’ Market by handing out flyers and key chains during events that occur on a Friday evening in order to fill visitors’ agendas with the idea of heading to the market the following morning which also encourages overnight stay.
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Design
Vista print provides the basic information and tools for producing promotional products for any type of business. Vista print allows the customer to design and customize their own logo and layout for each form of promotional product. Below is an example of a key chain and flyer that can be handed out during festivals and events.
Sample Key Chain
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Sample Flyers
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Magnitude of Cost
Key Chains
Qty Price Colour Reverse Side
1 $5.00 $2.00
2 $10.00 $4.00
3 $15.00 $6.00
4 $20.00 $8.00
5 $25.00 FREE
10 $45.00 FREE
20 $85.00 FREE
50 $150.00 FREE
100 $275.00 FREE
200 $500.00 FREE
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Flyers
Qty Price Colour Reverse Side
50 $15.00 $20.00
100 $20.00 $32.00
250 $45.00 $69.00
500 $75.00 $117.50
1000 $110.00 $159.00
1500 $135.00 $184.00
2000 $160.00 $209.00
2500 $185.00 $234.00
5000 $300.00 $355.00
10000 $500.00 $579.00
20000 $800.00 $891.50
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Orillia Inspired Mural
The recommendation for a mural is based around making the site area of the Orillia
Farmers’ Market more visually appealing and will encourage people walking by to visit. The idea is to have a local artist design two murals that will be designed on a large wall both on the exterior and interior of the building where the Orillia Farmers’ Market is located. Having a local artist design and paint the murals will ensure that the money being spent is helping to support the local economy. The mural should depict what the Orillia Farmers’ Market experience is all about. With a focus on family fun experiences, local farm fresh produce, baked goods, artisans and local cuisine. While it is expensive to produce a mural, having one on the inside and outside will benefit the Orillia Farmers’ Market when they are indoors or outdoors due to seasonality.
Gaining input from everyone involved in the Orillia Farmers’ Market and local artists willing to complete the work will help to capture multiple prospective on how the OFM should be portrayed through a picture.
Local Artists in Orillia
Dave Beckett Art Gallery
1973 Marchmont Road - Orillia ON, L3V 6H2 [email protected] www.davebeckettart.com (705) 325-6809
Sunning Hill Gallery
197 West Street North- Orillia, ON, L3V 5C7 [email protected] (705) 325-6094 (705) 326-7778
Orillia Fine Arts Association 192
The Orillia Fine Arts Association is a community based network of visual artists who live and work primarily in the Orillia area. Their members regularly show in venues throughout the city. Contact them directly to find out more about their current shows. [email protected]
Orillia Museum of Art & History
30 Peter Street South - Orillia, ON, L3V 5A9 [email protected] www.orilliamuseum.org 705 326 2159
Peter St. Fine Arts Gallery and Studio
23 Peter St. S., Orillia L3V 5A8 www.peterstfinearts.weebly.com [email protected] 705-331-2836 or 705-321-1403
Tiffin's Creative Centre
22B Peter Street South - Orillia, ON, L3V 5A9 [email protected] (705) 325-7205
Vander Meer Fine Arts
17 Peter Street North - Orillia, ON, L3V5A8 (705) 325-4874
Zephyr Art Gallery
11 Peter Street South - Orillia, ON, L3V 5A8 [email protected] (705) 326-0480
193
Magnitude of Cost Sample Prices per Unit Size
DIMENSIONS ²AREA PRICE
3ft. x 4ft. 12ft. $700.00
3ft. x 5ft. 15ft. $735.00
3ft. x 6ft. 18ft. $882.00
4ft. x 5ft. 20ft. $980.00
4ft. x 6ft. 24ft. $1,176.00
4ft. x 7ft. 28ft. $1,372.00
5ft. x 7ft. 35ft. $1,715.00
5ft. x 8ft. 40ft. $1,960.00
5ft. x 9ft. 45ft. $2,082.50
6ft. x 9ft. 54ft. $2,303.00
6ft. x 10ft. 60ft. $2,450.00
6ft. x 11ft. 66ft. $2,597.00
7ft. x 10ft. 70ft. $2,695.00
7ft. x 11ft. 77ft. $2,866.50
7ft. x 12ft. 84ft. $3,038.00
8ft. x 11ft. 88ft. $3,136.00
8ft. x 12ft. 96ft. $3,332.00
8ft. x 13ft. 104ft. $3,528.00
9ft. x 13ft. 117ft. $3,846.50
9ft. x 14ft. 126ft. $4,067.00
9ft. x 15ft. 135ft. $4,287.50 194
10ft x 15ft. 150ft. $4,655.00
10ft. x 16ft. 160ft. $4,900.00
10ft. x 17ft. 170ft. $5,145.00
11ft. x 16ft. 176ft. $5,292.00
11ft. x 17ft. 187ft. $5,561.50
11ft. x 18ft. 198ft. $5,831.00
12ft. x 18ft. 216ft. $6,272.00
12ft. x 19ft. 228ft. $6,566.00
12ft. x 20ft. 240ft. $6,860.00
13ft. x 20ft. 260ft. $7,350.00
13ft. x 21ft. 273ft. $7,668.50
13ft. x 22ft. 286ft. $7,987.00
14ft. x 21ft. 294ft. $8,183.00
14ft. x 22ft. 308ft. $8,526.00
14ft. x 23ft. 322ft. $8,869.00
15ft. x 23ft. 345ft. $9,432.50
15ft. x 24ft. 360ft. $9,800.00
15ft. x 25ft. 375ft. $10,167.50
16ft. x 24ft. 384ft. $10,388.00
16ft. x 25ft. 400ft. $10,780.00
16ft. x 26ft. 416ft. $11,172.00
17ft. x 26ft. 442ft. $11,809.00
17ft. x 27ft. 459ft. $12,225.50
17ft. x 28ft. 476ft. $12,642.00 195
18ft. x 28ft. 504ft. $13,328.00
18ft. x 29ft. 522ft. $13,769.00
18ft. x 30ft. 540ft. $14,210.00
19ft. x 29ft. 551ft. $14,479.50
19ft. x 30ft. 570ft. $14,945.00
19ft. x 31ft. 589ft. $15,410.50
20ft. x 31ft. 620ft. $16,170.00
20ft. x 32ft. 640ft. $16,660.00
20ft. x 33ft. 660ft. $17,150.00
21ft. x 33ft. 693ft. $17,958.50
21ft. x 34ft. 714ft. $18,473.00
21ft. x 35ft. 735ft. $18,987.50
22ft. x 34ft. 748ft. $19,306.00
22ft. x 35ft. 770ft. $19,845.00
22ft. x 36ft. 792ft. $20,384.00
23ft. x 36ft. 828ft. $21,266.00
23ft. x 37ft. 851ft. $21,829.50
23ft. x 38ft. 874ft. $22,393.00
24ft. x 37ft. 888ft. $22,736.00
24ft. x 38ft. 912ft. $23,324.00
24ft. x 39ft. 936ft. $23,912.00
25ft. x 39ft. 975ft. $24,867.50
25ft. x 40ft. 1000ft. $25,480.00
International list of mural prices by size http://exmatrix.tripod.com/Can.html 196
The prices listed are universal but may vary between selected artists. There are many artisans and artists located in Orillia that may be interested in completing a mural for the Orillia
Farmers’ Market and the prices may be less than what the chart shows. Mural pricing depends on the complexity of the art, the materials being used, the type of surface and many more underlying factors that differ from every situation.
Recommendation Summary
Overall, this recommendation was presented for the purpose of eliminating or minimizing the key issues while focusing on reaching the relevant business objectives. The Orillia Farmers’
Market would benefit a great amount in means of an increased number of visitors and spending by promoting their product through the methods stated in the recommendation. Providing visual appeal throughout the city of Orillia and along the highways will make the Orillia Farmers’
Market become better known locally and within a reach of 150 kilometres. Although the methods listed which include; billboards, flyers and keys chains as well as a two murals, can be in a higher price range, planning and preparation can ensure that each form of promotion is mutually beneficial for the entire city of Orillia.
197
16.0 Recommendation Phasing Chart
A phasing chart represents a timeline for each recommendation. It details when the recommendation will be in the planning and preparation phase, inactivity periods as well as the implementation period. A three year planning period has been selected in order to achieve short and long term goals.
All of the stated recommendations in the planning process at the beginning of year one in the first season (spring). The recommendation “Introduction of New Products” has two categories Beer and Spirits that are stated as “inactivity” due to current laws and regulations at this time. The liquor law was changed in December of 2013 to allow the sale of grape wine at farmers markets, but, currently hasn’t changed to allow sale of fruit wine, beer, or spirits. People are trying to get the Premier of Canada to allow the sale of those items at farmers markets as well.
After the initial Planning and Preparation phase for the majority of the recommendations, they will run continuously in the Implementation Period. A few of the examples will be in the
Implementation Phase on a seasonal basis, for example: Prospecting New Vendors, Building
New Partnerships, and the Seed Planting Activity.
198
Phasing Chart Part One
199
Phasing Chart Part Two
200
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