Economic Development Sub-Committee

AGENDA Economic Development Sub-Committee Tuesday, April 10, 2018 11:00 AM or immediately following Committee of the Whole Oro-Medonte Severn Boardroom Chair: George Cornell

Page

1. Call to Order

2. Approval of Agenda

Resolution

That the agenda for the April 10, 2018 meeting of the Economic Development Sub-Committee be approved as circulated.

3. Disclosure of Pecuniary Interest

4. Presentations and Delegations

5. Items of Reference

3 - 4 5.1. Terms of Reference Terms of Reference - September 9, 2014

5 - 6 5.2. Workplan Work Plan - March 14, 2017

6. Consent Agenda

7. Matters for Consideration

7 - 39 7.1. EDS 18-014 - Economic Development Transitional Funding Program - Year 2 Progress Reports EDS 18-014 Schedule 1 to EDS 18-014 Schedule 2 to EDS 18-014

Recommendation

Page 1 of 50

That Item EDS 18-014, dated April 10, 2018 regarding the Economic Development Transitional Funding Program – Year 2 Progress Reports from the Township of Ramara and Town of Innisfil, be received.

41 - 50 7.2. EDS 18-015 - Tourism Simcoe County Progress Report EDS 18-015 Schedule 1 to EDS 18-015

Recommendation

That Item EDS 18-015, dated April 10, 2018 regarding Tourism Simcoe County progress report, be received.

8. Other Matters for Consideration

9. Confidential Matters for Consideration

10. Adjournment

That the April 10, 2018 meeting of the Economic Development Sub- Committee be adjourned at [time]a.m.

Page 2 of 50 County of Simcoe Economic Development Sub-Committee Terms of Reference

Purpose / Objectives: The Economic Development Sub-Committee will provide recommendations on strategic direction to Council relating to economic development

Responsibilities: The responsibilities of the Economic Development Sub-Committee shall be to:  Work with staff to review the 10-year Regional Economic Development and Tourism Strategy for the County of Simcoe and develop a workplan to guide the activities of the Sub-Committee which will include monitoring the status of implementation, providing recommendations on remaining actions to be prioritized and potential updates to the Strategy.  Provide input and recommendations to County Council on matters that may impact the economic development of Simcoe County.  Work with Council, Staff and Corporate Communications to articulate the value proposition for Simcoe County as a good place to do business (regionally, provincially, nationally and internationally).  Provide strategic advice to Council on how to support the diversity of a large geographic area and population while balancing the different perspectives and opportunities of each area.  Provide input and recommendations on initiatives to improve market readiness across the County.  Appoint and consult an Industry Advisory Group that would provide strategic advice to the Sub-committee helping to ensure the needs and perspectives of local industry and business are given adequate consideration.

Composition: The Sub-Committee shall be composed of the Warden of Simcoe County (ex-officio) and 4 members of County Council representing the various geographic areas within the region, specifically:  One (1) representative for North Simcoe representing the Towns of Midland and Penetanguishene and the Townships of Tay and Tiny.  One (1) representative for East Simcoe representing the Townships of Oro-Medonte, Ramara and Severn.  One (1) representative for South Simcoe representing the Towns of Bradford West- Gwillimbury, Innisfil and New Tecumseth and the Townships of Adjala-Tosorontio and Essa.  One (1) representative for West Simcoe representing the Towns of Collingwood and Wasaga Beach and the Townships of Clearview and Springwater.

Members will be appointed by County Council for the term of Council. Members are eligible for re-appointment.

Chair / Vice-Chair: The Committee shall, at its first meeting and annually thereafter, elect one of its members to be Chair and one member to be Vice-Chair, who shall be eligible for re-election.

Page 3 of 50 Economic Development Sub-committee Terms of Reference Page 2

Quorum: A majority of the members are required to be present to constitute a quorum.

Remuneration: Members of the Sub-Committee will be compensated in accordance with approved County policy in effect at the time of the meeting.

Reporting: The Sub-Committee shall report to County Council through Committee of the Whole (Corporate Services Section).

Resources: The County Clerk’s Department shall prepare the agendas and reports for the Economic Development Sub-Committee. Staff from Planning, Economic Development and Tourism will provide resources to support the Sub-Committee; additional support may be sought from other departments as required.

Meeting Schedule: The Economic Development Sub-Committee will meet at the call of the Chair, with the goal of establishing an Industry Advisory Group as well as a workplan. After completion of these goals and appointment of Advisory Group members, the frequency of meetings will be determined by the Committee.

As at September 2014

Page 4 of 50 Economic Development Sub-Committee 1 Work Plan (March 14, 2017) Economic Development Sub-Committee Work Plan Tasks / Lead Objectives Action Steps Target Dates Responsibilities Economic David Parks; 1. Topic of discussion at Sub-Committee 1. Include item on regular agendas Ongoing Development Rachel Sullivan; meetings. 2. Arrange for staff resources. Strategy / Work Kathryn 2. Oversee implementation 3. Review annual update and reporting on Plan Stephenson action plan Marketing Strategy David Parks; 1. Topic of discussion at Sub-Committee 1. Include item on regular agendas Ongoing and Implementation Rachel Sullivan; meetings. 2. Arrange for staff resources. Kathryn 2. Promote the County of Simcoe as a 3. As part of the overall Economic Stephenson welcoming and supportive environment for Development Work Plan, staff will new and existing businesses. investigate with other levels of government, and report back on, opportunities related to trade missions and business attraction efforts. Sector Support Rachel Sullivan; 1. Topic of discussion at Sub-Committee 1. Include item on regular agendas Ongoing Kathryn meetings. 2. Arrange for staff resources. Stephenson 2. Discussion regarding the development of 3. Identify industry representatives to help target sectors. guide sector initiatives via the Industry Advisory Group. Labour Market / Rachel Sullivan; 1. Topic of discussion at Sub-Committee 1. Include item on regular agendas Ongoing Workforce Initiatives Kathryn meetings. 2. Arrange for staff resources. Stephenson 2. Work to ensure that Simcoe County has a skilled workforce that satisfies the needs of employers today and into the future. Land Inventory David Parks; 1. Topic of discussion at Sub-Committee 1. Include item on regular agendas 1st Quarter 2016 Rachel Sullivan meetings. 2. Arrange for staff resources. Entrepreneurship / Rachel Sullivan 1. Topic of discussion at Sub-Committee 1. Include item on regular agendas Ongoing Small Business meetings. 2. Arrange for staff resources. Support 2. Cultivate entrepreneurship and small 3. Monitor progress of the in-market pilot business growth in Simcoe County. project. Advocacy Debbie Korolnek; 1. Topic of discussion at Sub-Committee 1. Include item on regular agendas Ongoing David Parks; meetings. Rachel Sullivan 2. Consider advocacy efforts regarding issues affecting economic development in Simcoe County. Page 5 of 50 Economic Development Sub-Committee 2 Work Plan (March 14, 2017) Industry Advisory Debbie Korolnek; 1. Topic of discussion at Sub-Committee 1. Appoint and consult Industry Advisory 4th Quarter 2015 Group David Parks; meetings. Group Rachel Sullivan 2. Consult Industry Advisory Group to help ensure the needs and perspectives of local industry and business are given adequate consideration. DMO Model David Parks; 1. Topic of discussion at Sub-Committee 1. Include item on regular agendas 4th Quarter 2015 Kathryn meetings. 2. Arrange for staff resources. (implementation) Stephenson 2. Expand experience development efforts in ; Ongoing order to help increase tourism visitations to the region. Experience Kathryn 1. Topic of discussion at Sub-Committee 1. Include item on regular agendas Ongoing Development Stephenson meetings. 2. Arrange for staff resources. Infrastructure Debbie Korolnek; 1. Technology: 1. Include item on regular agendas Ongoing David Parks; a. SWIFT - support and advocate for the Rachel Sullivan initiative b. Look for shorter term solutions to support technology and telecommunications infrastructure to support industry and home- based businesses. 2. Water / Wastewater: support and advocate for expanded municipal servicing to support business expansion and retention efforts. Provincial Debbie Korolnek; Explore requirements related to having 1.Investigate with Province 2.Prepare 2nd Quarter certification of David Parks County employment lands provincially staff report outlining requirements to have 2017 employment lands certified, including the regionally significant County employment lands provincially employment lands outlined in the County of certified, including the regionally Simcoe Official Plan significant employment lands outlined in the County of Simcoe Official Plan Page 6 of 50

To: Economic Development Sub-Committee

Agenda Section: Matters for Consideration Division: Engineering, Planning and Environment Department: Economic Development

Item Number: EDS - 18-014

Meeting Date: April 10, 2018

Subject: Economic Development Transitional Funding Program – Year 2 Progress Reports

Recommendation

That Item EDS 18-014, dated April 10, 2018 regarding the Economic Development Transitional Funding Program – Year 2 Progress Reports from the Township of Ramara and Town of Innisfil, be received.

Executive Summary

The Economic Development Transitional Funding Program was created to provide funding on a declining scale to member municipalities to support local economic development efforts which would be sustained over the long-term by member municipalities. In 2016, applications from 15 member municipalities were approved by the Economic Development Sub-Committee for the transitional funding program. Upon receiving the annual progress reports and signed MOUs from participating municipalities, 2017 funding ($25,000 per participating member municipality) was disbursed to the 15 applicants. Entering the transitional funding program final year, 2018 funding disbursements ($12,500 per participating member municipality) will be issued upon receiving 2017 progress reports.

Background/Analysis/Options

The Economic Development Transitional Funding Program, as outlined in Item EDS 15-012 (November 2015), was created to provide funding to member municipalities to support local economic development efforts recognizing that municipally-driven economic development requires a team approach. As County contributions decline over a multi-year period, participating member municipalities are expected to increase support and eventually cover all funding requirements at a local level.

In 2016, applications representing 15 member municipalities were approved by the Economic Development Sub-Committee to participate in the program. As outlined in Item EDS 17-002

Page 7 of 50 April 10, 2018 Economic Development Sub-Committee - EDS 18-014 Page 2

(January 2017), prior to receiving subsequent County funding ($25,000 in 2017 and $12,500 in 2018), an annual progress report is required. Item EDS 17-002 also required signed MOUs from each municipality to help reinforce the long-term commitment to support local economic development efforts beyond the term of the funding program. All participating municipalities submitted signed MOUs in 2017.

Now entering the third and final year of the transitional funding program, participating municipalities are eligible for $12,500 in funding upon receiving 2017 progress reports. To date, 1 progress report has been received by the Economic Development Subcommittee (EDS) and Item EDS 18- 014 contains 2 additional progress reports for 2017 which are summarized below.

Progress Reports

Municipality: Township of Ramara Funding Received: 2016 - $50,000 Funding Received: 2017 - $25,000 Funding Requested: 2018 - $12,500 Progress Report Summary:

In 2017, the Township of Ramara undertook an economic development strategic planning exercise and initiated the Site Certification process through the Ministry of Economic Development and Growth. The Township also developed a RFP for a Branding Exercise, with a planned completion of September 2018. The Town plans to allocate 2018 funds towards fulfilling the conditions of the Site Certification Program.

A copy of the completed progress report is included in Schedule 1.

Municipality: Town of Innisfil Funding Received: 2016 - $50,000 Funding Received: 2017 - $25,000 Funding Requested: 2018 - $12,500 Progress Report Summary:

In 2017, the Town of Innisfil used the transitional funding program to encourage new businesses to start-up, expand or relocate to Innisfil utilizing digital marketing. Main platforms include Facebook, Google and Instagram sponsored posts. The advertisements were used to highlight the Innisfil CIP that businesses may take advantage of and also marketing a new business concierge service. In 2018, Innisfil plans to use the funds on a branding project to continue to market Innisfil to entrepreneurs.

A copy of the completed progress report is included in Schedule 2.

Financial and Resource Implications

The County portion of the transitional funding program is estimated to be $1,312,500 with 15 municipalities participating in the program (2016 - $750,000; 2017 - $375,000; 2018 - $187,500; 2019 - $0). The budget for the transitional funding program was approved as part of the 2016 Budget. As funding was sourced from the Economic Development Reserve, unspent funds will remain in the Reserve.

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Relationship to Corporate Strategic Plan

This Item supports the vision established in the County of Simcoe’s 10-year Strategic Plan (Strategic Priority: Expand the role of the County in promoting economic development and tourism).

Reference Documents

 EDS 15-012 (November 24, 2015) Economic Development Fund – Transitional Funding Guidelines  EDS 17-002 (January 10, 2017) Economic Development Transitional Funding Program - Memorandum of Understanding and Report Template

Attachments

Schedule 1 – Economic Development Transitional Funding -Year 2 Progress Report, Ramara

Schedule 2 – Economic Development Transitional Funding -Year 2 Progress Report, Innisfil

Prepared By Adam Kallio, Economic Development Officer Rachel Sullivan, Economic Development Manager

Approvals Date David Parks, Director of Planning, Development and March 26, 2018 Tourism Debbie Korolnek, General Manager, Engineering, March 29, 2018 Planning and Environment Trevor Wilcox, General Manager, Corporate Performance April 3, 2018 Mark Aitken, Chief Administrative Officer April 3, 2018

Page 9 of 50 Page 10 of 50 Schedule 1 Economic Development Sub-Committee EDS 18-014 1

County of Simcoe Economic Development Transitional Funding Progress Report

Applicant Information:

Municipality: Ramara Township Primary Contact: Jennifer Stong Position: Economic Development Officer/Assistant Zoning Administrator Phone: 705-484-5374 ext 251 Email: [email protected]

Report Timeframe (e.g. January 2017 to December 2017): January 2017-December 2017 Funding Level approved: $25,000

Original Project Description: 4 year economic development plan including a strategic plan (2016), branding exercise, industrial park promotion, economic development strategy (2017), CIP and downtown revitalization (2018 & 2019)

Project Summary: Please attach as separate page to this document This section is expected to summarize project outcomes and how funding was spent. It should answer questions such as: • Did the project proceed as planned and meet the intended objectives? Please note if the project exceeded expectations and if so how. • How is the project monitored and success measured? • How were funds utilized? A brief budget breakdown outlining how funds were spent should be included. Where possible, please note if any additional support (cash or in-kind) was leveraged.

Transitional Municipal Project Expenses Funding Total Contribution ($) Contribution ($) Strategic Plan Completion $16,507.05 $16,507.05 & Site Certification Initiation (2016 remainder) Branding Exercise $25,000 $30,000.00 $55,000

TOTAL 41,507.05 30,000 71,507.05

*Add additional lines as required*

Page 11 of 50 Schedule 1 Economic Development Sub-Committee EDS 18-014 2

*Note: • Municipalities are required to submit a progress report demonstrating how the project is advancing prior to the second and third funding disbursements being issued. • Final progress reports should be submitted within 2 months of the proposed project end date.

Reports can be submitted to the Economic Development Office either by email or mail to: County of Simcoe Economic Development Office 1110 Highway 26, Midhurst, Ontario L9X 1N6 Tel: 705-726-9300 ext 1045 Fax: 705-726-9832 Email: [email protected]

Page 12 of 50 Schedule 1 Economic Development Sub-Committee EDS 18-014 3

Ramara Township Project Summary to date

In 2017 the Township of Ramara undertook an economic development strategic planning exercise and initiated the Site Certification process through the Ministry of Economic Development and Growth. The economic development strategy is expected to be adopted by Council no later than April 2018. Funding will be requested from Council to implement portions of the plan that are feasible this calendar year.

An RFP has been sent out for the Branding Exercise and closed February 15, 2018. The Branding Exercise is set to commence in March/April of 2018 with a planned completion in September 2018. Any left over 2017 Transitional funds (and 2018 funds) will be used to fund the work towards fulfilling the conditions of the Site Certification Program through the Ministry of Economic Development and Growth. The agreement for the Site Certification program will be signed at the end of February with the studies to commence in March/April 2018.

The Township has received conditional approval through the RED program for the branding at $30,000.00.

To date the Township of Ramara feels the plan is proceeding as intended and we are looking forward to the new steps the municipality is taking in Economic Development and the opportunities that the Strategy and Branding will provide.

Signed,

Digitally signed by Jennifer Stong DN: cn=Jennifer Stong, o, ou, [email protected], c=CA Date: 2018.02.20 14:59:44 -05'00' Jennifer Stong, BA, ACST Assistant Zoning Administrator, Economic Development Officer Township of Ramara

Page 13 of 50 Page 14 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 1

Schedule A County of Simcoe Economic Development Transitional Funding Progress Report

Applicant Information:

Municipality: Innisfil Primary Contact: Dan Taylor Position: Economic Dev. Catalyst Phone: 705-796-7002 Email: [email protected]

Report Timeframe (e.g. January 2017 to December 2017): Jan – Dec 17 Funding Level approved: 25,000

Original Project Description: Investment Attraction – encouraging new businesses to startup in our community, expand into our community, or relocate to the community utilizing multiple marketing opportunities

Transitional Municipal Project Expenses Funding Total Contribution ($) Contribution ($) Digital Marketing: $25,000 $25,000 $50,000 Facebook – Google – Instagram sponsored posts + project management (Neumarkets Inc) TOTAL

Page 15 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 2

Page 16 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 3

Project Summary

Our investment attraction strategy became much more targeted and specific in 2017, utilizing digital marketing to ensure that costs remained relatively low while our reach increased significantly.

We leveraged digital to first highlight our Community Improvement Plan and the ‘$200,000 Opportunity’ present in Innisfil – the theoretical maximum any business could receive if all eligibility and cost requirements were met. Over 2 months, this marketing allowed us to commit the vast majority of our remaining program funds – 18 months ahead of schedule. The marketing led to seven investments by current and new businesses. These results were somewhat surprising to us – instead of attending expensive trade shows or marketing in traditional publications at a lower ROI and with less ability to track performance, we have been able to leverage digital to lower our cost per impression, increase the tracking of leads significantly, and create a consistent flow of interested GTA entrepreneurs that has continued into 2018.

We then shifted our marketing focus to trying out different things – concepts like “cut the red tape” or a “50% off real estate” sale were tried, with mixed results. We finally settled on the concept of “Innisfil Invests in You” which had much higher ROI. This involves marketing our business concierge service, which provides free services such as site selection, one point of contact for Town Hall, and updated statistical and demographic information to entrepreneurs, among other services.

Enclosed is a PowerPoint presentation that shows specific results from digital marketing, along with information on our branding project which will be leveraged in Year 3 of the funding to continue to market Innisfil to entrepreneurs.

Page 17 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 4 Page 18 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 5

INITIAL MARKETING EXPLORATIONS Page 19 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 6

DIGITAL MARKETING

Phase 1: Promoting CIP

Initial phase of digital efforts used the Innisfil CIP as the ‘hook’ to drive leads. Overall goals were to:

1 Determine the most effective channels 2 Generate leads to attract new businesses 3 Establish baseline budget and ROI Page 20 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 7

DIGITAL MARKETING

Phase 2: Hook Testing

With the success of the CIP campaign under our belts, we moved to test additional hooks. Overall goals were to:

1 Narrow in on the social media opportunity 2 Test to see what resonates with Entrepreneurs 3 Establish non CIP results to compare Page 21 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 8

DIGITAL MARKETING

Phase 2.1: Innisfil Invests

With a clear hook winner identified we are now focused on achieving a consistent lead flow and results. Current goals:

1 Narrow in targeting by industry 2 Refine / expand upon messaging 3 Improve engagement rates Page 22 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 9

DIGITAL MARKETING RESULTS Page 23 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 10

BRAND STRATEGY Page 24 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 11

BRAND DISCOVERY

Use a discovery process to explore Q: Which of the following best describes your interest in relocating or opening a internal and external perception using new business in a new town? a variety of inputs:

1 In-depth stakeholder interviews 2 Online Surveys 3 Workshops with staff and key community members 4 Site visits Page 25 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 12

BRAND DISCONNECTS

We utilize the research to identify brand disconnects where internal and external perceptions do not align, which can lead to an inconsistent experience and unwanted perceptions.

1 Disparity in pride and Net Promoter Score (NPS) 3 Not clear if Innisfil is a town or city internally vs externally (internal & external)

2 Positive perceptions of town are lifestyle based 4 Innovation at Library is isolated from the rest and not translating to doing business in Innisfil of the town Page 26 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 13

BRAND OPPORTUNITIES

We utilize the research to also identify brand opportunities to develop messages and experiences that resonate and build emotional connections across stakeholders.

1 To create a strong campaign to build support 2 Include local businesses and key community and advocacy across employees of town as well members in a business partnership program as local businesses 3 Embrace small town feel and also an Innovation Hub (Garage meetups) Page 27 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 14

THERE ARE 3 CORNERSTONES TO A CONNECTED BRAND

RESILIENCY CONNECTION RELEVANCY Page 28 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 15

OUR METHODOLOGY The Brand on a Page

Brand Essence Our Promise The single most powerful and motivating idea you Focuses everything on a single, clear emotional want your brand to own promise to our customer

Our Purpose Differentiators Why we are in business; the “mission” Ownable and differentiating aspects and proof points for believing in the promise Our Values What we believe in; our uncompromising principles Brand Personality The brand’s outward facing style; how it would look Our Customer and sound if it came to life Who we are focusing our marketing efforts on Page 29 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 16

OUR METHODOLOGY What we Stand For

Brand Essence Our Promise The vibrancy and success of the Innisfil community Collaboration and prosperity through innovation

Our Purpose Differentiators Long-term growth and economic health of the town Innovation-driven (Uber, innovation center, investment companies, future of jobs), our Our Values topography (lake, agriculture, proximity to 400, Community, partnership, small town pride, zoning), and our co-creation and investment innovation, and acceleration strategies (concierge service, acceleration)

Our Customer Brand Personality Individuals and businesses looking to expand or start Avant-garde, kind, supportive, smart, optimistic, businesses where collaboration and lifestyle counts and thoughtful Page 30 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 17

BRAND SYSTEM DESIGN Page 31 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 18

OUR LOGO

Graphic Inspiration for Innisfil Invests in You Page 32 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 19

What Our Logo Represents

The graphic symbolizes an arrow pointing upwards towards new growth, and suggests movement, dynamism, and energy

The multiple facets of the logo represents the multifaceted nature of our brand, while the overlaps symbolize the members of the community coming together and rallying around our cause

The logo also embodies our structured approach, with carefully considered forms rooted in strong foundations

The colour progression speaks to the vision of our brand, evolving ideas from the dark, calmness of blue to the vibrant optimism of yellow Page 33 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 20

Finalized logos, with brand title Page 34 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 21

MARKETING PLAN Page 35 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 22

OUR VISION & GOALS

VISION GOALS

Establish Innisfil as the premier 1 Attract new businesses to Innisfil entrepreneurial location in 2 Retention of businesses that are (exurban) Ontario currently in Innisfil

3 Expand the businesses that are currently in Innisfil Page 36 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 23

MARKETING PLAN DEVELOPMENT

We are currently involved in a series of Marketing Planning workshops with our crack Marketing team to develop:

1 Strategic Marketing Priorities

2 Aligned budget and resources

3 Create a customer journey based execution plan Page 37 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 24 INVESTOR JOURNEY Page 38 of 50 Schedule 2 Economic Development Sub-Committee EDS 18-014 25

THANK YOU

Innisfil Invests in You

2101 Innisfil Beach Road Innisfil Ontario L9S 1A1

www.innisfil.ca Page 39 of 50 Page 40 of 50

To: Economic Development Sub-Committee

Agenda Section: Matters for Consideration Division: Engineering, Planning and Environment Department: Tourism

Item Number: EDS - 18-015

Meeting Date: April 10, 2018

Subject: Tourism Simcoe County Progress Report

Recommendation

That Item EDS 18-015, April 10, 2018 regarding Tourism Simcoe County progress report, be received.

Executive Summary

As outlined in Item EDS-18-008, the work plan for Tourism Simcoe County (TSC) is focused around three (3) key pillars; Attract, Grow and Support. Key activities that TSC focuses on are Marketing, Experience/Product Development, Workforce Development and Tourism Investment Attraction. TSC strategically works with various levels of government boards, committees, municipalities and tourism businesses to provide leadership and deliver a collaborative call to action. This report provides a brief overview of some of the key activities that TSC has completed in the first quarter (Q1) of 2018.

Background/Analysis/Options

TSC takes a leadership role in developing the Simcoe County brand; a 4 season Ever-Green Active Lifestyle, celebrating the Great Outdoors, Culture and Agri-Tourism.

Key words that positon the Simcoe County Brand:

 An Ever-Green Active Lifestyle  Sun, Sky and Water  We Own Winter  You’ll feel better here  It makes your eyes happy  Utopia, just up the road

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The TSC team works with its partners to be true to the brand by developing product and taking it to market. The Simcoe County Tourism Development Fund (SCTDF) is a matching funding program that has generated over $2 million in tourism development and marketing within Simcoe County over the last 2.5 years.

The below activities and initiatives provide an update of TSC’s key activities in the three pillars of Attract, Grow and Support in Q1 of 2018.

ATTRACT

The key activity under Attract is our marketing program.

1. Outdoor Recreation

Simcoe County Paddling Campaign

 Partners include Ontario’s Lake Country, Heart of Georgian Bay, South Georgian Bay  Digital advertising campaigns run from April to September 2018  Target audience is the GTA, Bruce, Grey, and Simcoe Counties

Partner request from Funding request Total project cost SCTDF RTO7 2:1 $ 15,000 $ 30,000 $45,000

Simcoe County Cycling, Fishing

 Partners include Ontario’s Lake Country and the Town of Innisfil  Digital advertising campaigns run from April to September 2018  Target audience is the GTA, Bruce, Grey and Simcoe Counties

Partner request from Funding request Total project cost SCTDF RTO7 2:1 $ 20,000 $ 40,000 $60,000

Simcoe County Cycling

 Partners include Ontario’s Lake Country, Heart of Georgian Bay, South Georgian Bay, Cycle and Stay B&B operators  Digital advertising campaigns run from April to September 2018  Target audience is the GTA and Quebec

Partner request from Funding request Total project cost SCTDF RTO7 2:1 $ 15,000 $ 30,000 $45,000

Page 42 of 50 April 10, 2018 Economic Development Sub-Committee - EDS 18-015 Page 3

Simcoe County Cycling safety campaign

 Partners include TSC, Towns of Penetanguishene and Wasaga Beach  Radio advertising  bicycle light program  1 metre rule magnets  The target audience is Simcoe County

Partner request received Total project cost from Provincial Grant $ 22,500 $22,500

2. Culture

Simcoe County Studio Tour Campaign

 Partners include 7 Studio Tours groups in Simcoe County, Ontario’s Lake Country, Heart of Georgian Bay and South Georgian Bay  Digital advertising campaign that will run from May 2018 – April 2019  Target audience is the GTA and South Western Ontario

Partner request from Funding request Total project cost SCTDF RTO7 2:1 $ 15,000 $ 30,000 $45,000

3. Agri-Tourism

Simcoe County “On-Farm Experience” video campaign

 Partners include Ontario’s Lake Country, Heart of Georgian Bay, South Georgian Bay and market ready Farm Gate operators  Video campaign  Digital advertising campaigns running year round  Work with Economic Development Department to have local business have videos loop in reception areas etc. e.g. various tourism operators and business in Simcoe County – Honda  Target Audience is the GTA, South Western Ontario and Bruce, Grey and Simcoe Counties

Partner request from Funding request Total project cost SCTDF RTO7 2:1 $ 5,000 $ 10,000 $15,000

GROW

The key activity under Grow is Experience/Product Development. In 2017, in honour of Canada’s 150th anniversary TSC launched a 3 year Barn Quilt Campaign.

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In keeping with the Simcoe County Brand, this campaign celebrates Simcoe County.

To date:

 Received over 100 expressions of interest to host a barn quilt  Criteria was established as to not compromise the integrity of the program to ensure appropriate sites.  27 barns have been approved  5 barns addition barn sites to be approved pending site visits  6 quilts have been installed  2 quilts will be installed in Craighurst in the week of March 26th  3 quilts will be installed in the Alliston area during the first week of April  TSC staff is following up with 30 potential hosts/groups, to help with application process  2 of the installs were painted by the quilt hosts  A Canada 150 Quilt was painted by a special needs class at Collingwood Collegiate  Other quilts have been completed by volunteer groups at Blue Mountain Foundation for the Arts (BMFA) in Collingwood, the Gibson Centre in Alliston and Quest Art Gallery in Midland.  One quilt host was so happy with the quilt that was painted for her farm that she donated $100 to BMFA

See schedule 1 for examples

TSC investment (TSC Partners investment Total project cost budget) $ 35,000 for materials and Dulux up to $168,000 $200,000 installation In-kind for paint Approximately

SUPPORT

TSC supports its partners and stakeholders through numerous activities. The funding programs provide a major support to our partners with the funding and resources that TSC provides.

1. Administration of the County of Simcoe Arts, Culture and Heritage (Built, Natural and Environmental) Grant Program, a $200,000 fund

 38 applications received  Over-subscribed by $49,000  2 applications were deemed ineligible  Staff will make funding recommendations for 36 recipients to Grants Task Force (GTF) on April 13, 2018  If approved by Grant Task Force 36 projects will be funded

2. Administration of the Simcoe County Tourism Development Fund (SCTDF)

 $300,000 matching fund in 2018  In-take deadline of March 31, 2018

Page 44 of 50 April 10, 2018 Economic Development Sub-Committee - EDS 18-015 Page 5

 It is estimated that some 30 + project applications will be received in 2018. TSC will lead the projects working with various levels of government, boards, municipalities and Destination Marketing Organizations  All projects, as per the Terms of Reference, will be keeping with TSC core activities; Marketing, Experience/Product Development, Workforce Development and Tourism Investment Attraction.

Financial and Resource Implications

Funds for these projects and activates have been allocated in the 2018 Operating Budget.

Relationship to Corporate Strategic Plan

This Item supports the vision established in the County of Simcoe’s 10-year Strategic Plan; Strategic Priority to expand the role of the County in promoting economic development and tourism.

Reference Documents

EDS- 18-008 Tourism Simcoe County Work Plan

Attachments

Schedule 1 – Barn Quilt Installations

Prepared By Kathryn Stephenson, Manager, Tourism

Approvals Date David Parks, Director Planning, Tourism and Economic March 27, 2018 Development Debbie Korolnek, General Manager, Engineering, March 29, 2018 Planning and Environment Trevor Wilcox, General Manager, Corporate Performance April 3, 2018 Mark Aitken, Chief Administrative Officer April 3, 2018

Page 45 of 50 Page 46 of 50 Schedule 1 Economic Sub-Committee - EDS 18-015 Page 1 of 4

Simcoe County Barn Quilt Installations:

1st: Frances and Gary Wayne Kenny, 3068 Flos Rd. 6 West, Phelpston, ON L0L 2K0

2nd: Mike and Nancy Ritchie, 145 Queen St. East, Elmvale

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3rd: Dianne & Gary Wayne Strachan, 929 Line 4 South, Oro-Medonte

4th: Sharron Kennie, 2203 Ski Trails Rd., Oro-Medonte

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(*Photo on the left: This is a mock-up of how it will look once reinstalled)

5th: Great Canadian Exhibition Fairground, Hosted by the Collingwood Agricultural Society, 2220 Fairgrounds Rd N., Stayner

6th: Dale & Debbie Giffen, 3913 Hwy 26, Minesing

Page 49 of 50 Schedule 1 Economic Sub-Committee - EDS 18-015 Page 4 of 4

Painting:

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