HomeMy WebLinkAboutOS 01-12 i
Cif Report to
Executive Committee 33
PICKERING Report Number: OS 01-12
Date: January 16, 2012
From: Thomas Melymuk
Director, Office of Sustainability
Subject: Marketing & Business Development Program
- 2011 Year End Summary
- File: D-1400 - 005
Recommendation:
1. That Council receive for information, the 2011 Marketing & Business
Development Year End Summary attached as Attachment No. 1 to
Report OS 01-12.
Executive Summary: The Economic Development Office has prepared a 2011
Marketing & Business Development Year End Summary which is attached to this
Report for information purposes.
The Year End Summary describes the actions and accomplishments of the City's
Marketing & Business Development Program and summarizes the proposed 2012 work
plan for the Economic Development Office.
Financial Implications: not applicable
Sustainability Implications: not applicable
RReport OS 01-12 January 16, 2012
4
Subject: Marketing & Business Development Program
2011 Year End Summary Page 2
Background: The City's Marketing & Business Development Program is
delivered in an effective and professional manner by the City's Economic Development
Office. The program is organized under three broad program areas:
• business retention and expansion
• business attraction
• investment readiness
The activities undertaken under each program area are described in detail in the
attached Year End Summary. Below, for your information, is a listing of the main
activities undertaken under each program area.
Business Retention & Corporate Calling Program
Expansion Business Support Services
Economic Development Partnerships
Business Expansions
Business Directory
Economic Development Publications
Business Website
Business Attraction Investment Enquiry Responses
Development Response Teams
Foreign Direct Investment
Grand Openings
Supporting Small Business Start-Ups
Marketing & Promotional Materials
Image Inventory
Investment Readiness Research & Databases
Labour Force Tracking
Employment Land Absorption
Investment Response Packages
Downtown Intensification Plan
Business Infrastructure
Filming
Economic Development Presentations
CORP0227-07/01 revised
i
..J
Report OS 01-12 January 16, 2012
Subject: Marketing & Business Development Program
- 2011 Year End Summary Page 3
2012 Economic Development Program Focus for 2012
Work Plan
The attached Year End Summary also includes the 2012 work plan for the City's
Economic Development Office.
Attachments:
1. 2011 Marketing & Business Development Program - Year End Summary
Prepared By: Approved/ ~dorsed By:
Catherine Hodge Lynn interstein
Coordinator, Economic Development Manager, Marketing & Business
Development
i z Jadn Thomas Memuk
fonm ic Development Officer Director, Office of Sustainability
CH:ch
Copy: Chief Administrative Officer
Recommended for the consideration
of Pickering City Council
1 1 x01
Tony ? evedel, P. Eng.
Chief Administrative Officer
CORP0227-07/01 revised
Attachment No. 1 to Report OS 01-12
?6
af/ JJ
Connected. Supportive. Sustainable.
2011 Marketing g &
.Business Development Program
Year End Summary
January 2012
Prepared by:
City of Pickering
Economic Development Office
Attachment No. 1 to Report OS 01-12
Pickering Economic Development Office 7
2011 Marketing & Business Development Program
Year End Summary
Table of Contents
Section 1 Business Retention & Expansion 1
1.1 Corporate Calling Program 1
1.2 Business Support Services 4
1.3 Economic Development Partnerships 5
1.4 Business Expansions 7
1.5 Business Directory 7
1.6 Economic Development Publications 8
1.7 Business Website 9
Section 2 Business Attraction 10
2.1 Investment Enquiry Responses 10
2.2 Development Response Teams 10
2.3 Foreign Direct Investment 11
2.4 Grand Openings 11
2.5 Supporting Small Business Start-Ups 11
2.6 Marketing & Promotional Materials 12
2.7 Image Inventory 12
Section 3 Investment Readiness 13
3.1 Research & Databases 13
3.2 Labour Force Tracking 13
3.3 Employment Land Absorption 13
3.4 Investment Response Packages 14
3.5 Downtown Intensification Program 14
3.6 Business Infrastructure 15
3.7 Filming 15
3.8 Economic Development Presentations 15
Section 4 2012 Economic Development Office Work Plan 16
Attachment No. 1 to Report OS 01-12
3
Pickering Economic Development Office
2011 Marketing & Business Development Year End Summary
Within the Office of Sustainability, the City's Economic Development Office focuses
on three major program areas: Business Retention & Expansion, Business Attraction
and Investment Readiness. The underlying goal of all three of the program areas is
to retain and attract desirable investment, jobs, and assessment growth to our
community.
Section 1
Business Retention & Expansion
1.1 Corporate Calling Program
Corporate calling is foundational to a successful Business Retention & Expansion
program. An effective corporate calling program allows the City to obtain information
on the economic health of the community, understand and address barriers to
business growth, and promote the City through the communication of local business
successes.
In 2011, the Economic Development Office facilitated 28 targeted corporate calls to a
cross section of our industrial businesses, with a focus on those businesses
operating in the Advanced Manufacturing sector and in our EN3 Cluster (Energy,
Environmental & Engineering).
A list of companies visited in 2011 is shown on the chart on the next page.
Most companies visited expressed a pride and satisfaction in Pickering, and felt the
City offered a number of business advantages, including:
• reasonable tax rates
• access to an excellent transportation network
• a well educated and trained workforce
• quality of life
1
I
Attachment No. 1 to Report OS 01-12
City of Pickering 2011 Corporate Calls 3 Q
Company Sector
Chemetics Inc. Energy, Mining
Eco-Tec Inc. Environmental
Hubbell Canada LP Lighting
Nelson Industrial Metal Fabrication
Noranco Manufacturing Aerospace/Auto
Purdue Pharma Pharmaceutics
Pe Pere go Distribution & assembly
Ellis Packaging Design & Manufacture - Packaging
Lenbrook Group Audio electronics
Tetra Tech WEI former) Wardro Nuclear Engineering
Intellimeter Canada Inc. Smart Grid, Metering
Areva L Nuclear
D & R Custom Steel Fabrication Manufacturing
Signature Aluminum Manufacturing
Patene Building Distribution/Construction
Jemm Truck & Trailer Industrial Truck repair
Priority Submeterin Solutions Ener Sector
Somcam Marketing & Distribution
B kart Software Ltd. IT
Lawrcon Electric Manufacturing/Energy
RCM Technologies IT/ Energy
Crossb Dewar Manufacturing/Energy
B&C Plastics Manufacturing
TML Industries Manufacturing
Convoy Construction Materials Distribution
Indaco Manufacturing Ltd. Manufacturing
Renewable Energy Management REM Ener
Triden Distributors Ltd. Manufacturing & Distribution
Successful corporate calls are often the first step in establishing business
ambassadors for the City. The following statement from Warren Beacom, President
of Intellimeter Canada Inc. has been included as a corporate testimonial in the City's
Community Profile:
The understanding we have reached with our local municipal government and
the people we have come to know there is such a positive thing. I cannot
explain the comfort it provides us of Intellimeter. Running a business and
contributing to the economic stability of our community is a pleasure when we
have such a reasonable group of professionals to work with at City Hall.
2
Attachment No. 1 to Report OS 01-12
40
Our corporate calling program has also revealed some business challenges
including:
Shortage of skilled trades in our Advanced Manufacturing sector
To help address this concern the Economic Development Office is working
closely with local academic and training institutions such as the University of
Ontario Institute of Technology and Durham College to provide input on the types
of courses that should be offered to meet the needs of our manufacturing sector.
We also assist in identifying opportunities for companies to hire graduates and
take on apprentices or placement students to assist with product research and
development.
The timing of completion of Hwy 407 ETR to Hwy 35/115 to accommodate
just in time delivery of product to locations east of Durham
The Economic Development Office reiterated this concern through our
participation in the Government Relations Committee of the Ajax-Pickering Board
of Trade, a committee that communicates with the Province of Ontario and
Federal Government on behalf of our local businesses with respect to policies
and investments that affect our economic-well being.
The delay in `new build' work at the Darlington Nuclear facility
Several nuclear service companies have moved into Pickering in expectation of
increased work opportunities related to the Darlington new build. Delays in a
decision to build new reactors at Darlington have affected the short term
projected growth of their Pickering operations.
Limited supply of industrial land and space in Pickering
A number of companies advised the City they are at capacity and may need to
expand in 2012. The Economic Development Office is working with these
companies to help address their expansion needs.
While-these proposed expansions reflect positively on the health of our economy,
the limited supply of available space in Pickering caused one company to
purchase a facility in Whitby. However, their Pickering space has already been
taken up by an adjacent business.
The need for improved local business relationships
Some companies expressed difficulties when conducting business with other
Pickering companies. This Office communicated these concerns and helped
arrange discussions between the parties. This resulted in improved local
business relationships.
3
Attachment No. 1 to Report OS 01-12
Corporate calls are also used to identify potential business opportunities that would 41
benefit from City assistance.
For example, the Economic Development Office is working with a company that has
developed a medical sector software product to manage the booking process for
cancer treatment protocols. We were approached for assistance with the
commercialization of the new product, and introduced that company to staff at the
Durham College Office of Research Services and Innovation. The company and the
college are now working collaboratively on a program to cross-market the product.
This was followed up with a further collaboration with a Pickering metal fabricating
company for the production of a prototype needed to house the software product.
1.2 Business Support
Another core service of the City's Business Expansion and Retention Program is day
to day business support. Having a detailed understanding of the products and
services produced and distributed by our businesses allows us to better identify
opportunities for business development. Below are some examples of how the
Economic Development Office supports Pickering businesses:
• A meeting was arranged between a Pickering manufacturing company and
representatives from the provincial Ministry of Economic Development and
Innovation, and the federal Department of Foreign Investment and
International Trade. The manufacturing company is now working toward the
sale of a new compostable, bio-polymer agricultural film in both Mexico and
Central America. The company has also received funding for the purchase of
new batching equipment to facilitate the production of a new compostable bio-
polymer product that can be shipped easily world-wide.
• A local packaging company was introduced to a major pharmaceutical
company in Pickering to discuss opportunities to provide design and
packaging services. Arrangements were also made for representatives of the
packaging company to meet with a business delegation from Ireland,
facilitated through UOIT and the Durham Economic Development Office.
• Business meetings were arranged for two Pickering companies with the
Beijing Business Development Group. Both Pickering companies reported
they were grateful for the opportunity.
• Pickering supply chain companies in energy, water treatment and security
services were alerted of the opportunity to supply services to the Durham
Energy Centre new build in Clarington;
• A Pickering manufacturing company was introduced to the Excellence in
Manufacturing Consortium for the provision of Lean training and WSIB
training.
i
4
4 2 Attachment No. 1 to Report OS 01-12
1.3 Economic Development Partnerships
The City works with a number of economic development partners to support local .
businesses.
1.3.1 Ajax-Pickering Board of Trade (APBOT)
Staff actively participates on the Board of Directors and Government Relations
Committee of APBOT to represent the City's economic development interests.
Attendance at Board of Trade meetings and events help to establish and maintain
positive working relationships with our local business leaders.
This year we encouraged APBOT members' participation in the City's Bicentennial
programs including Pickering Blooms and corporate memberships at the Recreation
Complex. Through sponsorship and attendance at a local business trade show we
were able to secure a corporate call with a local company. This call provided
valuable information on the company's participation in and experience with the
provincial FIT and MicroFit programs. Opportunities to provide continuing education
to our business community came through sponsorship of the APBOT Next
Generation of Manufacturing Seminar Series. Our partnership also gives us the
opportunity to recognize local business leaders through the annual APBOT Business
Excellence Awards.
1.3.2 Durham Economic Development Partnership (DEDP)
The DEDP is a partnership of economic development offices unique to the Greater
Toronto Area. The partnership includes Durham Region and its five lakeshore
communities. The mandate of DEDP is to increase the investment attraction potential
of each municipal partner as well as the Region as a whole. The work program for
DEDP gives Pickering access to investment opportunities and enquiries received by
the Greater Toronto Marketing Alliance, the Ministry of Economic Development &
Innovation, and the Durham Economic Development Office.
As a result of this Partnership, the City participated in a business attraction program
that targeted a national and global audience. Pooling resources through DEDP
enables us to deliver a higher-level of service in a cost-effective manner, and obtain
needed demographic data, statistical information, consulting services and online
economic development tools.
Examples include:
• a new branding initiative reflective of our diversity and ability to provide
integrated investment attraction services;
• review of a new on-line manufacturing network, iMiN, hosted by the
Excellence in Manufacturing Consortium;
• a real estate. sector engagement program to increase awareness of
investment opportunities in the City of Pickering and Region of Durham;
5
Attachment No. 1 to Report OS 01-12
• involvement in a Rural Broadband Program to improve telecommunications 43
infrastructure in our rural area;
• development of professional manufacturing profiles for a number of Pickering
companies; and
• participation in various business development events including a realtor
appreciation event, a Smart Grid conference, a national commercial realtor
conference, and an international realtor and site selector conference.
1.3.3 Ministry of Economic Development and Innovation (MEDI)
The City works with the Durham branch of MEDI to provide support to our business
community in the understanding and approval of provincial funding programs and
business expansion best practices. Pickering has adopted the reciprocal practice of
inviting MEDI staff to our corporate calls, thus increasing the number and value of the
visits for both this office and the business owner. Together with the City, MEDI is
currently working with several local businesses.
1.3.4 Greater Toronto Marketing Alliance (GTMA)
This Office participates in the investment attraction program of the GTMA for the
purpose of receiving notices of foreign direct investment opportunities. Economic
development staff have attended a number of the GTMA networking and professional
development events and responded to several investment enquiries provided
through the GTMA.
1.3.5 Greater Toronto Countryside Mayors Alliance (GTCMA)
The Greater Toronto Countryside Mayors Alliance (GTCMA) is made up of fourteen
municipalities in the Greater Toronto Area. Formed in 2004, the GTCMA discusses
rural economic issues, monitors federal and provincial programs, and undertakes
appropriate research and analysis on matters of interest to the members. The
Coordinator, Economic Development sits on the GTCMA as an alternate to the
Mayor and CAO.
In 2011, the GTMCA initiated work on a rural / agricultural economic development
strategy that will:
• review the existing legislative and fiscal development infrastructure;
• provide a consolidated countryside position on the five-year reviews of
provincial planning policies;
• assess the feasibility of alternative fiscal tools and planning mechanisms for
rural economic development; and
• provide recommendations on a collaborative economic development
framework.
6
Attachment No. 1 to Report OS 01-12
411, 1.3.6 Business Development Bank of Canada (BDC)
This Office works with the senior account manager of the Durham office of the BDC
for the purpose of including each other in business meetings and corporate calls with
local companies. This practice has provided a new resource for increasing the
volume and accuracy of our manufacturing supply chain data. Our relationship with
the BDC enhances the City's reputation for being well connected to practical
business development services.
1.3.7 Durham Strategic Energy Alliance (DSEA)
As a founding member of DSEA, the City continues to support Pickering's EN3
cluster (Energy, Environmental & Engineering). This year, staff actively participated
on the DSEA's Marketing Committee and provided sponsorship of the 2011 DSEA
Smart Grid Conference.
1.4 Business Expansions
A number of Pickering businesses expanded operations in 2011.
• Howard Marten, 895 Dillingham Road - 15,000 square-foot (sf) manufacturing
addition completed and occupied
• Purdue Pharma, 630 Granite Court - completion of R&D and warehousing
space; application for additional 18,000 sf of 2 storey office space
• Electro Meters, 900 McKay Road - expanded into available space at 900
McKay Road
• Unilock, 1890 Clements Road - 3,791 sf expansion approved to existing
facility
1.5 Business Directory
The City's Business Directory is used to promote Pickering's business services. It
also acts as a resource for those looking to purchase goods and services in the City.
This year, through consultation with Pickering IT staff, a new Business Directory was
developed. It will be imbedded in the Business Section of the City's new corporate
website. The new Directory has been designed to the specific needs of the Pickering
Economic Development program. The introduction of the new Directory will provide
an opportunity to build new business relationships with local companies as we
engage them in the process of listing and marketing their companies.
i
7
Attachment No. 1 to Report OS 0.1-12
1.6 Economic Development Publications 45
This Office produces several publications, the contents of which include statistics,
labour force data, demographics, business sector promotions and site selection data.
These publications are updated annually.
In 2011, the branding and format of these publications was redesigned to incorporate
the bicentennial logo and present a fresh look using images of our business
community and current development projects. Since most people first search for
information on business and investment through our website, the City's publications
are designed _to be used primarily as online documents. Print versions are also
available.
1.6.1 Community Profile
This year our Community Profile was redesigned as a multi-purpose, promotional
piece that will also be used by staff in the creation of investment packages. The new
design will reduce graphic and printing costs and ensure a consistency in messaging
when communicating to external investment interests. New corporate testimonials
have also been included, attesting to the reasons why companies have chosen.to
operate their businesses in Pickering.
1.6.2 Available Land and Space Inventory
In 2011, the City purchased eSpaceListings, an online real estate tool. Through
eSpaceListings, users can search for available land and space for industrial and
office uses in the City. This online tool also includes professional real estate listings,
contact information for City staff and the brokerage community, property images,
direct links to Google mapping, and full details on the listed property. The
eSpaceListings tool also allows for the creations of printed versions of the listings for
those who do not use the internet, or for inclusion in the City's investment packages.
1.6.3 Small Business Guide
This Office developed a Small Business Guide to assist those wishing to start or
grow a business in Pickering. The publication incorporates a comprehensive
business support directory, and outlines thirteen practical steps to starting a new
business, with specific reference to the rules and regulations of business start ups in
the City. The Small Business Guide is a basic tool for entrepreneurs and small
business owners. It supplements information and services that had previously been
offered by the Pickering Main Library Branch and is available at no cost, both online
and in printed format.
8
46 Attachment No. 1 to Report OS 01-12
1.6.4 View on Business E-Newsletter
In 2011, this Office produced two Business E-Newsletter editions: Spring/Summer
2011 and Fall/Winter 2011. The publication currenfly has a circulation of over 400
addresses and is emailed to industrial companies, real estate brokerages, upper tier
government offices, regional and provincial business support service providers and
local development companies.
In 2012, the Business E-Newsletter will be produced entirely in-house on a template
that will be available through the City's new website. This will facilitate the email
delivery of the publication without the need or cost of an outside agency. With the
build out of Duffin Heights and the future development of Seaton, the new website
tool will also give the City the ability to produce more frequent editions of the E-
Newsletter, without incurring additional costs.
1.7 Business Website
Economic Development staff are responsible for the maintenance of the Business
section of the City's website, including the editorial content and site imagery. The
website is both a business retention and a business attraction tool; it acts as a portal
to the City and is an efficient, cost effective promotional venue. The website is also
an important and valuable communication tool. The Business section of a municipal
website is typically the first place an investor looks when considering new
development in a community.
As a business support tool, the Business section of the website provides current
information on educational and training opportunities for our business community as
well as notices of opportunities to bid on services. Development projects and
business openings are also posted to promote and celebrate the growth in our
'community.
As a business attraction and new investment tool, staff researches, updates and
posts a wide variety of statistical and demographical information for review by site
selectors.
During the course of 2011, the Economic Development Office provided significant
support to the City's internal e-Services team in the creation and development of the
new corporate website, including the development of content for the 'Business' and
'Discovering' sections of the site, and the preparation of all editorial and image
content for economic development and tourism, including the creation of promotional
videos.
A Downtown Pickering web page was also developed to provide information on the
City's Downtown Intensification Program, promote Downtown Pickering events, and
highlight development and investment activity in our Downtown.
9
Attachment No. 1 to Report OS 01-12
47
Section 2
Business Attraction
2.1 Investment Enquiry Responses
The City maintains an Investment Enquiry Tracking tool to capture significant
development enquiries in relation to building size, land consumed and employees
generated. The following is a brief summary of information documented in the
Investment Enquiry Tracking tool:
Sector Number of Average Size requirements
New Enquiries
Industrial Land 6 5 to 75 acres
Industrial Space 14 20,000 to 404,000 sf
Commercial Land 3 7 to 50 acres
Office Space 3 15,000 sf
In 2011, the Economic Development Office responded to four confidential enquiries
for significant industrial manufacturing development. These enquiries were received
from the GTMA, Ministry of Economic Development & Innovation, OMAFRA (Ontario
Ministry of Agriculture, Food and Rural Affairs), and Colliers International, a private
real estate brokerage.
2.2 Development Response Teams
In 2011, the City formalized the establishment of a Development Response Team
made up of staff from various City departments as well as external development
interests including Veridian, Enbridge, TRCA and Durham Region (Works, Planning
& Development, and Economic Development Departments).
Through the Development Response Team, the City can deal quickly and effectively
with investment enquiries. Our experience to date is very positive, and has resulted
in the City being short listed on two occasions.
Other examples where a team approach was used to facilitate development include:
• approvals for occupancy of 8,000 sf of office space at 1305 Pickering Parkway
within 48 hours of application
• pre-consultation with the owner of 1800 Kingston Road for the potential
redevelopment of the site
• pre-consultation for redevelopment of 1887 Kingston Road resulting in a
submission to redevelop the site as a retail storefront
10
Attachment No. 1 to Report OS 01-12
48
2.3 Foreign Direct Investment Interests
During 2011, this Office participated in a number of events aimed at attracting foreign
direct investment, including:
• provided a presentation to a business leaders group from Duan Jang, China
facilitated through the Durham Canadian Chinese Cultural Centre
• attended a meeting with the President of the Hungarian Canadian Chamber of
Commerce hosted by the Ajax-Pickering Board of Trade and the office of the
Minister of Parliament, Ajax-Pickering
• participated with the Durham Economic Development Partnership in hosting a
business delegation from Ireland, co-hosted by the University of Ontario
Institute of Technology
2.4 Grand Openings
The City's Economic Development Office provided support to nineteen Grand
Openings in 2011. Services provided included information on appropriate protocols
and media contacts, the provision of ceremonial scissors and ribbons, and the
presentation of certificates of appreciation and/or plaques to commemorate the
event. When appropriate, an editorial with accompanying photograph is posted to the
City's Business website to promote the grand opening.
Of significance this year was an event to announce the development of the Pickering
Learning Centre to be constructed on the ground floor of the new office tower at 1340
Pickering Parkway. This continuing education facility will be operated through a
partnership between Durham College and Centennial College, and be an important
addition to our downtown. Occupancy is planned for late 2012.
2.5 Supporting Small Business Start-Ups
Over 70% of Pickering companies are considered small businesses, many of them
with less than 10 employees. This Office supports small businesses through the
provision of practical business support resources, connections to the real estate
community, and nominations for awards that recognize their achievements.
As an example of our support, we worked with a local businessman that had owned
two successful Second Cup franchises in Pickering. To assist his interest in bringing
a new business venture to Pickering, this Office provided pertinent demographic and
other information on the City. We understand that with the support of this information,
a decision has now been made to bring a headquarters and storefront operation of Ci
Gusta to Pickering in 2012, with five more franchise locations proposed in the GTA.
11
Attachment No. 1 to Report OS 01-12
2.6 Marketing & Promotional Materials 49
This Office markets and promotes the City of Pickering as a preferred place to start
and grow a business. In 2011, our marketing and promotions program included:
• Launch of a new economic development tagline "Connected. Supportive.
Sustainable". The new tagline is an expression of the key elements of the
City's Marketing & Business Development Program and was created to
support a five year promotional plan. It will be incorporated in print advertising
and economic development publications.
• Print advertising in a number of publications, including the following:
• Perspective Magazine - international circulation
• Canadian Business Magazine - annual economic development issue
• Expansion Solutions, Ontario - 12 monthly editions (online publication)
• Durham Business Times (including complementary editorial space
every two months to provide development updates on the City)
• joint marketing opportunities with the Greater Toronto Marketing Alliance and
the Durham Economic Development Partnership
• joint marketing with Durham Region Tourism to promote the Pickering
Museum Village, our waterfront, the Nautical Village and various events
2.7 Image Inventory
The Economic Development Office has an ever growing inventory of City images,
including photos of grand openings, ground breakings, commercial and industrial
construction projects, corporate calls, industrial plant visits, community and lifestyle
events, and business recognition award ceremonies.
Our image inventory is catalogued and used for a variety of corporate purposes
including the City's website, marketing and promotions, print and online
advertisements and other publications. Staff also coordinates the taking of aerial
photography across the City as part of our image inventory.
12
Attachment No. 1 to Report OS 01-12
50
Section 3
Investment Readiness
Investment readiness is the third important program area for the City's Economic
Development Office. To support our business retention and attraction programs, we
need to clearly understand and articulate our strengths and challenges, and obtain
accurate social, economic and labour force data.
3.1 Research & Databases - Manifold Data
Demographic data is necessary to respond to information requests to support
investment decisions in our community and for those formulating a business case for
commercial or industrial expansion. The challenge of any economic development
office is to source accurate, current demographic data for a community.
Statistics Canada provides a wide variety of demographic information collected
through its census program. This data sometimes takes years to be released and is
generally outdated for the purpose of current year reporting. Consequently, in 2011
the City purchased Manifold Data, a demographic data report that is recognized by
economic development professionals for its accuracy and currency. Using Statistics
Canada information, Manifold Data provides data updated to the current year based
on actual, annual data mining. Over 25 data sets are provided including education,
labour force, ethnicity and languages, income, and occupation.
3.2 Labour Force Tracking
Tracking job gains and losses is an effective tool in gauging the economic health of a
community. This Office collects labour force data at corporate calls, through
discussions with business owners, and from information available through other
economic development agencies that interact with Pickering businesses.
In 2011, Pickering had minimal job losses and a number of job gains. Based on
available information, it is estimated that overall there were over 1000 new jobs
created in the City last year. As well, in the first quarter of 2012 we are anticipating
announcements that will result in the creation of at least another 250 new jobs.
3.3 Employment Land Absorption
Total employment land absorption for the decade ending in 2010 was just over 34
hectares (approximately 85 acres). Although there was no land absorption
documented in 2011, based on current development applications, at least 15
hectares (37 acres) of employment land is expected to be absorbed in 2012.
13
Attachment No. 1 to Report OS 01-12
3.4 Investment Response Packages
Investment response packages are prepared for a wide variety of enquiries that are
received annually by the City. Each response is unique and requires the inclusion of
a variety of data, demographics and promotional materials. In 2011, Economic
Development staff developed a new approach to the preparation of investment
packages. We have now developed a series of information sheets that can be
combined to produce individualized investment response packages. These
information sheets allow us to customize each response and expedite the
preparation of our investment packages to ensure timely, accurate submissions.
3.5 Downtown Intensification Program
The Economic Development Office continues to work with Planning & Development
staff on the Downtown Intensification Program in attracting suitable development to
our downtown.
As part of this program, staff commissioned the preparation of a Hotel Feasibility
Assessment (prepared by Cushman &Wakefield). The Assessment confirmed the
feasibility of a full service hotel in Downtown Pickering, including the following
proposed amenities:
• 150 to 200 guest rooms with some suites
• meeting space (approximately10,000 square feet)
• restaurant (150 seats) and bar (25 seats)
• indoor swimming pool and fitness centre
• Business Centre
The next steps leading to the possible development of a hotel will occur in 2012 and
be supported by work being undertaken by Urban Strategies, now contracted by the
City to complete the land use and design components of the Downtown
Intensification Program.
After the move of the provincial Municipal Property and Assessment Corporation
(MPAC) to a new office building in the downtown, this Office worked closely with the
owner of the building vacated by MPAC. In an effort to assist the tenanting of
vacated space, staff participated in a number of activities with the building owner,
including providing input into marketing materials, a realtor's open house event, and
the sourcing of potential new tenants for consideration by the building owner.
14
Attachment No. 1 to Report OS 01-12
52
3.6 Business Infrastructure
Knowing the state of our business infrastructure is critical to understanding the
investment potential of our community. This year, staff participated in the following
infrastructure reviews and projects:
• Downtown Telecommunications Review - mapping of available fibre optic
communication lines and identifying fibre optic providers in the downtown
• Durham Region Rural Connections Broadband Program - involvement in a
Region wide broadband infrastructure improvement plan that includes lands in
rural Pickering; the current intent of the plan is to provide broadband service to
rural communities via satellite technology in 2012
3.7 Filming
Another responsibility of the Economic Development Office is liaising with film
production companies and issuing permits for filming associated with commercials,
television series, feature films, documentaries, music, YouTube videos, and other
film productions. Filming has a direct financial impact on our community through the
payment of location fees, and as a result of the purchase of local goods and services
to support the production companies.
The City charges a basic permit fee of $200 to cover administration costs of the
permitting process. In 2011, Pickering had a higher level of film activity than in the
previous year. In total, $3,600 was generated in film permit fees, and a further
$9,000 in revenue was collected for productions shot in 2011 at the Pickering
Museum Village.
3.8 Economic Development Presentations
The Economic Development Office is called upon from time to time to deliver
presentations to various individuals and groups that are interested in investing in the
City, or are involved in the investment process. In 2011 staff made presentations to:
• Durham Real Estate Board
• Durham Real Estate Investment Network
• Durham Chinese Canadian Cultural Centre
15
Attachment No. 1 to Report OS 01-12
Section 4 53
2012 Economic Development Office Work Plan
The City's Marketing & Business Development Program involves ongoing work
carried over year to year in the three program areas outlined in this report (business
retention and expansion; business attraction; and investment readiness).
The program is designed to be flexible and extremely responsive so that staff can
quickly react to emerging trends and investment opportunities.
In 2012, in addition to our ongoing work program, Economic Development staff will
be actively engaged in:
• developing an investment strategy for Downtown Pickering as well as the
Seaton employment lands along Highway 407
• marketing infill development opportunities in the Brock Road and Whites Road
employment areas
• maintaining an effective and up-to-date business section on the City's new
corporate website
• continuing to effectively service our EN3 business cluster (Energy,
Environment and Engineering) and developing an effective program to service
our emerging ICT cluster (Information and Communications Technology)
16