FALL 2019 | The mission of the Downtown Business Association (DBA) is to support, connect and enrich ’s Downtown community. The DBA is one of 13 Business Improvement Areas (BIAs) in Edmonton. Businesses within the MESSAGE FROM defined BIA geographical area pool resources and work together THE DBA CHAIR through the DBA to promote the economic development of the F YOU HAVEN’T ALREADY NOTICED, THE AREA FROM 104 STREET ALL THE commercial district. I WAY TO 101 STREET HAS BECOME A HUB FOR TECH COMPANIES. Google Deep Mind is here. Gaming giant Bioware moved their 300-workforce here this September from Calgary Trail to Downtown. Startups Air Trail and Tevolsol are headquartered here. Downtown has the makings to become one of ’s biggest, buzziest innovation districts. We have never been better or more vibrant, but if we want this ecosystem to thrive and grow more, we’ll have to dream bigger. The Downtown Advantage Newsletter Our annual business report, “Accelerating Tech in : is published quarterly by the Downtown Business Association Impacts and Opportunities,” sets out to do just that. The report released of Edmonton. in August lays out a resolute plan on how to get there – not in 10 years but right now. EXECUTIVE MARKETING It envisions a Downtown accelerator that could increase the number of DIRECTOR COORDINATOR investible startups in the core and leverage our leading academic institutions. Ian O’Donnell Kayla Shapka More tech-focused and services-rich buildings could go a long way to MARKETING AND OFFICE MANAGER attracting dozens more tech companies. It proposes an urban experience COMMUNICATIONS Mary Davies that improves the quality of life for those who work in the core and those who MANAGER reside here. Imagine bike sharing, breweries and places where people can PHOTO CREDITS Tracy Hyatt Cover design: interact and hang out, such as coffee houses or a central park, and a variety Jen Madole of housing options.

In all, the report outlines five recommendations that will reshape Downtown in compelling ways. We highlight them in “Tech Boom,” page 4, but I urge you to download the full report (edmontondowntown.com). There’s so much to discuss that we made technology the theme of the STAY IN TOUCH! fall issue of Downtown Advantage. We also wanted to introduce you to DOWNTOWN BUSINESS ASSOCIATION some tech companies and entrepreneurs already working in the core, 10121 , (“Elevator Pitch,” page 8), that reflect the energy of Downtown’s buoyant Edmonton, AB, Canada T5J 4X6 tech ecosystem and remind us that technology touches every aspect our Phone: 780.424.4085 of our lives and businesses. Whether you’re a restaurateur, retailer or legal [email protected] professional, for example, you can’t deliver or market your product efficiently without technology. That makes us all tech companies, and all invested in the EDMONTONDOWNTOWN.COM future of Downtown. LIKE US ON FACEBOOK. FOLLOW US ON TWITTER We’ve reached the tipping point. We all need to come together to AND INSTAGRAM: create an environment that is attractive and enriching for the growing tech community that has its eye on Downtown Edmonton. Are you ready? @DBAYEG

Robert Bothwell Chair, Downtown Business Association

2 FALL | THE DOWNTOWN ADVANTAGE THE NOTEBOOK FULL MOMENTUM Charting Downtown happenings from new residential towers going up to a giant Christmas tree being lit up

Downtown’s newest winter The revitalization of Rice Howard Plans for a mixed-use, high-rise festival Dickens Fest is back Way continues with the opening tower on 106 Street and 102 for a second year Nov 29 – of Bianco, an Italian restaurant Avenue, were approved by city Dec 1 and Dec 6 – 8 in Arts and lounge, located in the council this summer. The Shift, Central. Discover festive events Phipps-McKinnon Building. to be developed by Edgar and programming at the Art Cannabis retailer Fire & Flower Development, will feature 730 Gallery of , Winspear opened for business mid- luxury rental apartments. Further Centre and the . September on 100A Street. west on 108 Street, Park View edmontondowntown.com Developments will put up two October 17 to 20, Downtown towers and a mid-rise building Gaming giant BioWare moved diners celebrate the flavours of on 108 Street. into its new Downtown digs fall at more than 25 participating in Epcor Tower in September. Harvest Fest restaurants. On Kihêw waciston, the Indigenous BioWare is one of a handful of offer are multi-course, prix-fixe centre at MacEwan tech companies that have made dinners and brunches starting University, commemorated Downtown their home in the past at $18. the 140th year anniversary of 24 months. the signing of Treaty 6 with the Festival season kicks off unveiling of a Treaty marker. The core got a bit more family- again with the Edmonton friendly this summer with the International Film Festival, In August, more than 10,000 1 official opening of the Historic September 26 to October 5. pedestrians took over a stretch McKay Avenue School LitFest, Canada’s only non- of Jasper Avenue from 103 Playground, Downtown’s first fiction book festival runs October Street to 109 Street for Open community playground. 17 to 27. Streets. The vehicle-free event, organized by Paths for E-scooter rental companies The 100 Street Funicular, People, encourages sustainable Lime and Bird arrived on designed by DIALOG, has and alternative forms of Downtown streets in mid-August. won a 2019 International transportation. Architecture Award in the Luxury hotel JW Marriott Bridges and Infrastructure October 25, join the DBA and opened in August, signalling the category. The award honors the Work Nicer for a Small Business completion of Phase 1 of the Ice best new buildings, landscape Week talk about creating the District. The 346-room hotel, the architecture, and planning ideal company culture. After third JW Marriott in Canada, projects designed or built by the panel discussion, stay for features two restaurants, a world’s leading architects, Drink Nicer, Work Nicer’s weekly cocktail bar, a lobby bar, spa landscape architects and social. Tickets available at and fitness club Archetype. urban planners practicing edmontondowntown.com. internationally. Christmas arrives November 14 in (left to right: 1 JW Marriott Ice Churchill Square for the annual District; 2 Fire & Flower; 3 Bird DBA Holiday Light Up 5pm to scooter; 4 The Shift; 5 Historic 6pm. This is a free family-friendly McKay Avenue School Playground) event with carollers and festive drinks.

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THE DOWNTOWN ADVANTAGE | FALL 3 READ THE FULL REPORT edmontondowntown.com

enhancement of the Downtown urban experience and more collaboration with EACOAs and other organizations in the tech system. The first three recommendations needed no convincing at all. The nature of work is changing, and with it the workplace. Shared boardrooms, breakout rooms, coworking spaces, community hubs and a variety of building amenities are the new normal when it comes to attracting top tech companies and talent. Heads nodded again when Korzeniewski pressed the group to come up with solutions to stop the tech brain drain. Edmonton’s post-secondary institutions can’t keep up with the local demand for grads and many skilled employees later move away to larger cities. More complicated was the report’s recommendation for a Downtown accelerator and the need for more collaboration, especially with the Edmonton Advisory Council on Startups (EACOS). The crowd stirred when TECH BOOM Korzeniewski highlighted many examples of great Edmonton collaborations but The Downtown Business Association pointed out that the tech ecosystem releases a report outlining how the core in Edmonton is siloed. “Our hearts are could become Canada’s next big tech hub in the right place, but we need to start coordinating and collaborating more.” But it was the blunt panel discussion hosted by Jeremy Heyward of solūt that ON A SUNNY AFTERNOON LAST have moved Downtown. Then in May, raised even more eyebrows. “Edmonton AUGUST, Downtown’s tech community, the Global Startup Ecosystem Report, doesn’t have an innovation ecosystem. property managers, city planners that ranks 1,000 cities and 100 countries It has an innovation industry,” said and economic developers packed worldwide, called out Edmonton as a city panel member and Yardstick CEO Chris Yellowhead Brewery to hear the findings to watch. LaBossiere, insisting that perhaps the of the DBA’s annual business report. One By the time system needs to be entirely reset. Bruce by one, the who’s who of Edmonton’s researcher Karolina Korzeniewski hit the Alton of A-Partners suggested that business community filed into the room. stage to present “Accelerating Tech support organizations be reviewed every There were friendly handshakes, jovial in Downtown Edmonton: Impacts and three or four years to ensure they meet laughter and business cards exchanged. Opportunities,” it was standing room the industry’s needs. Ashlyn Bernier, Every summer, the DBA hires an only. “Great ideas happen when people COO of SAM Inc., pointed out that an Alberta School of Business MBA student come together and have great spaces accelerator and/or incubator is not the to produce its business report on a where they can collaborate and collide,” “silver bullet” that we’re looking for. topic of importance to Downtown. This asserted Korzeniewski. One by one, she It was clear from the evenings year’s choice of how to build a tech laid bare the five recommendations discussions that much still needed to hub Downtown was an easy one for to grow tech in Downtown – the be done to grow tech in Downtown a few reasons. In the past 24 months, establishment of a Downtown Edmonton. But one thing everyone there has been no shortage of local accelerator, more tech-focused agreed upon is that more events like this and international tech companies that buildings, retain homegrown talent, are needed. ||

4 FALL | THE DOWNTOWN ADVANTAGE HOT SPOT From mobile bookings to valet parking, how technology is improving the guest experience and operations at JW Marriott Edmonton

Hotel app Hey, we’ve all been there: standing in line at the front desk waiting to get your hotel key card. Wait no more with a mobile key. Guests can check-in and check out via Mariott’s Bonvoy App. Use your phone to unlock your room, book a hotel room or access your rewards account. Basically, you can almost manage all your business with the hotel via your phone. Computerized valet parking There’s little waiting around for service at JW Marriott Edmonton Ice District, ever, even when it comes to valet parking. Rather than shuffling sheets of paper, staff use a computerized valet system which allows them to efficiently manage incoming and outgoing vehicles. Attendants easily record vehicle Mobile staff messaging make and model, and document the physical condition of The landline takes a back seat to mobile each car as it arrives. The system also informs staff of vacant messaging at JW Marriott Edmonton parking spots, so they spend less time looking for a space Ice District when it comes to internal and more time serving customers. During peak periods when communication. Instead of wearing bulky radios, key staff volumes are high, a screen in the hotel’s lobby displays wait and positions at this luxury hotel use a mobile app called times so guests can see exactly when their vehicle will arrive. Zinc to send messages to individuals or teams. Similar to WhatsApp, Zinc allows users to send photos, videos and even Mobile housekeeping app voice calls. It’s an ideal communication tool for employees This being JW Marriott Edmonton Ice whose work is deskless. District, it’s no surprise that technology has made its way to housekeeping too. Conference and meeting app Room attendants carry mobile devices Here’s a scenario that stresses out even the most that inform them what rooms to clean next and how much seasoned event planner: the conference room is time they have in each. Communication with the entire stifling hot and you need more coffee. No need to team, and the rest of the hotel, is only a tap away. Want spend your time trying to catch the attention of hotel staff. At extra towels? No problem. Special requests and personalized JW Marriott Edmonton Ice District, all you have to do is type guest details are available through the devices too. The “Need more coffee,” or any request for that matter, in the result is greater efficiencies in housekeeping and higher guest hotel’s Meeting Service App and immediately your request is satisfaction. received by staff. ||

THE DOWNTOWN ADVANTAGE | FALL 5 PHYSICAL ATTRACTION A snapshot of spaces and amenities needed Downtown to grow tech Downtown and attract businesses

Diverse housing options Rather than working in tech hubs located in the suburbs, tech talent cite that they prefer to work in central, walkable neighbourhoods with lots of amenities and services. As more tech companies open their doors Downtown, developers and city planners have an opportunity to offer a larger variety of housing options and improve the urban experience. This new Downtown cohort ranges from young graduates looking for small rental units to older tech talent shopping for three-bedroom condos suitable for families. Of course, once the technies move in, they’ll be looking for parks, playgrounds, alternative transportation options, schools, grocery stores and retail, all the type of services and business that make downtown even more attractive and livable.

Offices of the future companies, Jobber’s wish list also ditched When the founders of Jobber went cubicle-heavy spaces in favour of open looking for larger office space Downtown, floor plans with communal desks where their shopping list was void of the usual staff can work shoulder-to-shoulder on trappings of a corporate office. High team projects. Open plans encourage on the list was room to grow, a problem more collaboration, innovation between that many tech companies face. Not employees and create greater efficiencies. only was the Downtown-based home Work life balance for its employees was services management software company also important – access to a fitness centre, looking for more space, but they also nearby coffee shops and ample bike wanted the capacity to take over more storage. Jobber is scheduled to move into square footage if needed. Like many tech their new Downtown space 2020.

6 FALL | THE DOWNTOWN ADVANTAGE Flexible leasing What happens when a company is too big for a co-working space but too small to commit to a standard 10-year office lease? It’s a problem many tech companies face when their growth is unpredictable. Landlords and tech tenants need to work together to create innovative ways of leasing. Subleasing and using existing spaces that require minimal tenant improvement is a good option for startups in the growth phase, but in short supply right now. More tech-friendly buildings, next-generation, infrastructure-ready spaces Downtown could allow more companies to open their doors with minimal capital expenditure.

Coworking and hybrid spaces To date, there are about eight co- working spaces Downtown. Users rent a desk or private office month-to- month, and have access to amenities, such as internet, printers, meeting rooms and kitchen area. Work Nicer Coworking opened on 103 street last year and offers additional perks such as group health and dental benefits, car-sharing discounts and access to fitness classes at various local studios, but where Work Nicer really shines is fostering human-to-human connection amongst its entrepreneur members. The life of an entrepreneur, freelancer and remote worker can be an isolating and lonely experience for some. Other co- working companies Downtown include Homestead, Sparrow Spaces and Unit B. These coworking spaces attract not only tech startups but entrepreneurs from all types of industries.

Coffeeshops and other third spaces people informally gather to discuss ideas or simply On any given weekday morning or afternoon, enjoy each other’s company. Lock Stock’s long you’ll find businesspeople gathered at Lock Stock tables and free WiFi make it the perfect surrogate Coffee. It’s one of the best places in the core office for techies looking for a less formal place to grab a latte, but the 105 Street coffee shop to work. Generally, third spaces are places where has also become a place for Downtown’s tech beverages are served, such as coffeeshops, bars, community to connect, socialize and do business. lounges and microbreweries. Other Downtown third Lock Stock is not the office and it’s not home. It spaces include Credo 104, Credo Rice Howard Way, straddles the line between those two realms in a Remedy Café and Yellowhead Brewery, but the “third space.” Coined by American socialist Ray need for more of these social hubs in the core will be Oldenburg, third spaces are public spaces where great as our Downtown tech hub continues to grow. THE DOWNTOWN ADVANTAGE | FALL 7 ELEVATOR

8 FALL | THE DOWNTOWN ADVANTAGE PITCH How Fouad El-Masri is using technology to help marketers better measure out- of-home advertising | PHOTOGRAPHY BY DANIEL WOOD, BY BREANNA MROCZEK

tep into any elevator in Downtown Edmonton, whether you’re heading to work or going home to your condo for the night, and you’ll likely see some advertisements, maybe even some important building maintenance no- tices, flash by on a digital screen. This technology is the work of Fouad El-Masri, the co-founder of Downtown-based Visio Media. Over eight years ago, El-Masri was shocked to find his car had been towed from his building when it hadn’t been moved for parkade cleaning. El-Masri went to his property manager to complain that he hadn’t received a notice about the cleaning, and suggested the manager put posters in the elevators. It was then that El-Masri had an even more engaging – and ultimately lucrative – idea: living on the 27th floor of the building, he calculated that he spent a minimum of 52 seconds in the elevator every day and would be a captive audience for advertising in the elevator. It didn’t take long after that inconvenience for El-Masri to develop Visio Media, which he describes as “a tech company that happens to play in the advertising space. Visio Media installs screens in commer- cial and residential elevators that serve up paid ads to users. Unlike typical out of home advertising options like billboards, flyers and other printed material, Visio Media screens can provide accurate analytics, facilitate A/B testing of ads to mea- sure effectiveness, and can serve targetted ads depending on weather, time of day, or timely “What we are doing events like holidays and is bridging that sporting events. Visio Media has also devel- gap between the oped a proprietary, pat- online and offline ent-pending method for world.” delivering reliable inter- net service to elevators. Advertisers were keen to try out the elevator screens when they launched in 2013, and El-Masri has built a lucrative client base ever since. Admittedly, it wasn’t a tough sell. Most of Visio’s advertisers were savvy digital marketers who already understood the importance of measuring, tracking and targeting ads ELEVATOR and were now looking to measure every ad dollar spent, including out- of-home media campaigns. “Traditionally, measurability doesn’t exist in the out-of-home world because everything is done by proxy. There is no precise measure- ment,” says El-Masri. “The online world came and said ‘we can tell you exactly how many people are clicking on your ads.’ PITCH THE DOWNTOWN ADVANTAGE | FALL 9 OPEN FOR BUSINESS The vision and hard work of gener- ations of trailblazing tech compa- nies has led Downtown Edmonton to become of Canada’s hottest new locations for tech. Here are six tech companies doing business in the core that you should know about. Air Trail Founders: Bradley Poulette and Lanre Adebambo Year founded: 2017 Number of employees: 2 Software company that helps regional airlines automate airline compliance and record-keeping tasks. airtrail.ca “What are doing is bridging that gap between the online and BioWare offline world. We're fortunate that Google, Facebook and LinkedIn Founders: Greg Zeschuk, Ray Muzyka, and those folks spent the money and the time educating marketers and Augustine Yip Year founded: 1995 on the importance of a captive audience.” Number of employees: 800 In offices and co-working spaces all across Downtown, there’s a Video game developer of critically ac- growing number of successful tech stories like Visio Media. When claimed game titles, including Baldur’s El-Masri started the company with co-founders Boaz Lau and Gate, Star Wars and Mass Effect. Nicolette Leonardis in 2011, the trio initially worked from Leonardis’s bioware.com kitchen table, though they quickly moved into Startup Edmonton as some of its first tenants. Dealcloser “We spent about two years there and obviously learned a lot. Founders: Amir Reshef and Mike O’Connor [Startup Edmonton founders] Ken Bautista and Cam Linke were just Year founded: 2016 super awesome mentors and had a lot of experience in the world at Number of employees: 8 the time too.” Online platform for business and tax law- As Visio Media gained more clients and began expansion into yers that makes the transaction process Toronto, Calgary, and , they outgrew their space in Start- more efficient and accurate, automating up Edmonton and moved into an office in Capilano. In September, or eliminating many non-value-added El-Masri and his team of ten returned Downtown to a new head office administrative tasks. dealcloser.com in Petwin Tower, and they’re excited to be back. DrugBank “It just makes sense for us to be here, close to our clients, close to Founders: Michael Wilson and Craig Knox our network of screens,” El-Masri says. “We're a business that relies Year founded: 2006 on being in high rises. Also, the whole vibe of being Downtown, where Developer of a comprehensive online da- you can walk across the street to a restaurant or a coffee shop and tabase of information on drugs and drug meet with a client, is always very helpful for us.” targets used by medical professionals. As one of the major players in the residential and commercial drugbank.com advertising spaces across Canada, El-Masri says Visio Media now has a lot of attention from international investors that, according What’s the Deal? to El-Masri, “previously were not very savvy about investing in tech Founders: Kate Popiel and Leo Popiel in Edmonton, but were more interested in the oil and gas world.” In Year founded: 2017 anticipation of international expansion in 2020, Visio Media will be Number of employees: 13 rebranding under the name Vertical City later this year. Free mobile app that allows users to track After eight years in Edmonton’s tech community, El-Masri has food and drink deals at Edmonton restau- enjoyed being part of and witnessing its tangible growth. rants and eateries. whatsthedeal.ca “I love what's happening Downtown, and that's one thing that's Runwithit Synthetics very unique about Edmonton,” El-Masri says. “I'm in Toronto a lot. I'm Founder and CEO: Myrna Bittner in Vancouver a lot. But in Edmonton, I feel like the Downtown commu- Year founded: TBA nity supports each other. Edmonton is a very good test market. Number of Employees: 9 It's easy to have conversations with others about something you AI focused tech company that replicates want to test. We took a shot and a lot of our properties and a lot of environmental, social and economic and our advertisers took a chance on us. Advertisers that were working systems to inform planning and design of with us five years ago are still working with us and referring us, which projects. rwisynthetics.com is awesome.” ||

10 FALL | THE DOWNTOWN ADVANTAGE MEMORY LANE LONG DISTANCE CALL

I N 1923, THE NATIONAL CANADIAN TELEPHONE Though AGT may have improved service, Albertans CONVENTION WAS HELD IN EDMONTON AT THE still lacked a Canada-wide long-distance . Much was discussed at the service. The biggest topic of discussion at Hotel meetings attended by telephone representatives Macdonald was the establishment of the Alberta- from across Canada, as a national telephone Manitoba line. By the end of the convention, it system was still a fragmented network of was agreed that the telephone companies would government-owned and private-sector teleco approach the federal government for financial companies unwilling to work together. Ten years assistance to bridge the Rocky Mountains and earlier, the provincial government led by premier Northern . Nine years late in 1932, coast- Alexander Cameron Rutherford had formed Alberta to-coast telephone service was rolled out Government Telephones (AGT) in response to across Canada. In 1990, Telus Corporation was growing public discontent of soaring long-distance established after the reorganization of Alberta

Photography courtesy of Glenbow Archives Glenbow of courtesy Photography rates and lack of service to rural communities. Government Telephones. ||

THE DOWNTOWN ADVANTAGE | FALL 11                  Harvest Fest         ­€