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HomeMy WebLinkAboutJanuary 16, 2024For information related to accessibility requirements please contact: Committee Coordinator T: 905.420.4611 Email: clerks@pickering.ca Agenda Cultural Advisory Committee January 16, 2024 7:00 pm Main Committee Meeting Room/Hybrid Members of the public may observe the meeting proceedings by accessing the livestream. 1.Welcome and Call to Order D. Thompson 2.Review and Approval of Agenda and Previous Minutes D. Thompson 3.Disclosure of Interest D. Thompson 4.Delegations 5.General Business 5.1 Equity, Diversity, and Inclusion Strategy – Update 5.2 The Pickering Heritage & Community Center – Update 5.3 Public Art Project – Gordon Lightfoot – Update 5.4 Pickering Museum Village – Update 5.5 2024 CAC Work Plan – Discussion C. Addo-Bekoe L. Gibbs S. Barakov E. Tayles J. St. Amant D.Thompson D.Thompson J.St. Amant D.Thompson 6.Correspondence 7.Other Business 7.1 Community Tourism Plan – Status Update 8.Next Meeting – February 20, 2024 9.Adjournment D.Thompson Page 1 of 7 Minutes/Meeting Summary Cultural Advisory Committee November 21, 2023 Main Committee Room 7:00pm Attendees: D. Thompson, Cultural Advisory Committee, Chair S. Almeida-Schroen, Cultural Advisory Committee, Vice-Chair M. McFarland, Cultural Advisory Committee Member R. Wali, Cultural Advisory Committee Member A. Palmer, Cultural Advisory Committee Member J. Elliott, Cultural Advisory Committee Member A.Mujeeb, Cultural Advisory Committee Member M. Nagy, City Councillor, Ward 2 M. Murray, Division Head, Culture and Community Programming K. Roberts, (Acting) Supervisor, Cultural Services J. St. Amant, Coordinator, Cultural Services (Staff Liaison) S. Barakov, Coordinator, Public Art J.SanAntonio, Senior Advisor, Equity, Diversity and Inclusion, Office of CAO A. Migwans, Clerk, Culture and Recreation (Recording Secretary) Absent: Z. Kazi, Cultural Advisory Committee Member D. Davis, Cultural Advisory Committee Member K. Bradley, (Acting) Curator, Community Services Item/ Ref # Details, Discussion & Conclusion (summary of discussion) Action Items/Status (include deadline as appropriate) 1. Welcome & Call to Order D. Thompson welcomed the members and called the meeting to order. 2. Review and Approval of Agenda and Previous Minutes The committee reviewed the agenda. Moved by D. Thompson. - 1 -- 1 - Page 2 of 7 Item/ Ref # Details, Discussion & Conclusion (summary of discussion) Action Items/Status (include deadline as appropriate) To approve the agenda. Carried. 3. Disclosure of Interest No disclosure of interest were noted. Carried. 4. Delegations There were no delegations for this meeting. Carried. 525. General Business 5.1 Equity, Diversity, and Inclusion Strategy – Update J. SanAntonio presented the Equity, Diversity, and Inclusion (EDI) Strategy Update to bring to the attention of how the strategy will help benefit community groups, benefit employees, recognizing standards that we practice, getting recommendations on how to enhance and develop effective policies, and priority areas that need to be focused on. The strategy is to be brought to council in early 2024. S. Almeida-Schroen asked if there was an accomplishment to find an Equity, Diversity, and Inclusion (EDI) consultant. J. SanAntonio said they had found a consultant – they conducted interviews, surveys, and meeting with consultants. S. Almeida-Schroen suggested that there should be more marketing for LetsTalkPickering to increase community engagement for surveys. M. McFarland replied stating that most surveys used to come from the local paper and now that it’s not available it’s a little harder for those who don’t have access to the internet. J. SanAntonio’s response stated that they are looking for different ways to market and that they are aware of those challenges. - 2 - Page 3 of 7 Item/ Ref # Details, Discussion & Conclusion (summary of discussion) Action Items/Status (include deadline as appropriate) 5.2 Shortlisted Artists – Kingston Road (EOI) S. Barakov presented the Shortlisted Artists for the Kingston Road (EOI) Public Art Commission. Cultural Services received 40 submissions from artists around the world as the Public Art Jury shortlisted the following artists – W. W. Hung, Javid. Jah, and Sumer Al-Hindawi. S. Barakov stated the first stage has been complete and is still pending approval in the 2024 budget. The Public Art will be located on the Northeast corner and has been set up by the developer. After a conversation with Durham – construction of the roads to begin 2024-2026. The piece is ideally to be installed in late 2024. S. Barakov is seeking endorsement for the Shortlisted Artists – Kingston Road (EOI). No Objections. Motion to endorse by D. Thompson Carried. 5.3 Award – Fence Wrap S. Barakov presented the Award – Fence Wrap – Electrical generator at Rotary Frenchman’s Bay West Park. After receiving 2 submissions from local emerging artists, the submissions were reviewed by City Staff, who awarded the opportunity to Laura Kay Keeling. This project has been approved by Ontario Power Generation and the final artwork will be submitted by the end of November 2023 for December 2023 installation. S. Barakov is seeking endorsement. No Objections. Motion to endorse by D. Thompson Carried. - 3 - Page 4 of 7 Item/ Ref # Details, Discussion & Conclusion (summary of discussion) Action Items/Status (include deadline as appropriate) 5.4 Award – Window Painting S. Barakov presented the Award – Placemaking Opportunity – Window Painting at the Chestnut Hill Development Recreation Complex and City Hall. The submissions were reviewed by City Staff and awarded the opportunity to Jacob Headley. This activation will be displayed on the windows from November 20, 2023, to February 1, 2024. S. Barakov is seeking endorsement. No Objections. Motion to endorse by D. Thompson Carried. 5.5 Call to Artists – Gordon Lightfoot (EOI) S. Barakov brought to the attention that based on the Council directive issued on September 29, 2023, resolution #282/23, stated Staff is directed, through the Office of the Cao, to undertake a commission of public artwork to be installed in Ernie L. Stroud Park to celebrate the life of Gordon Lightfoot. There will be a two-stage opportunity for artists to apply including – the first stage: Call to Artists – (EOI) to be released the week of December 5, 2023. Steeple Hill Community in Pickering was built in the late 1980’s and has streets named after Gordon Lightfoot songs in recognition of his talent. The Steeple Hill Community will also engage in the selection of the Top 1 artist and participate in community consultation facilitated by Coordinator, Public Art, and artist(s). This project and budget are subject to Council approval in 2024. S. Barakov is seeking approval to proceed with this project and issue Stage 1: Call to Artists – Expression of Interest (EOI). No Objections. Motion to endorse by D. Thompson - 4 - Page 5 of 7 Item/ Ref # Details, Discussion & Conclusion (summary of discussion) Action Items/Status (include deadline as appropriate) Carried. 5.6 2024 CAC Work Plan – Discussion J. St. Amant presented the 2024 CAC Work Plan Draft – Discussion to bring to attention to Council of the proposed Work Plan for 2024. In the Work Plan, included the 2023 Year End Report and the 2024 Work Plan that state the projects and initiatives to be included. M. Murray mentioned that many projects are to be coming out of the Parks and Recreation Master Plan. A. Palmer suggested including a record of participation from the Cultural Advisory Committee members during events. The idea of implementing a sub-committee was opened for discussion by M. McFarland. The purpose of this discussion was to facilitate ways to include visible minorities in our communities. Some ideas included – hosting an event or festival to showcase elements of their culture. K. Roberts stated that the recommendation was a step in the right direction, however, at the moment our community centers/event spaces don’t have the proper infrastructure to support these bigger events. We want to manage expectations with what we have now. M. Nagy said she liked the idea of inclusion and suggested if there were any ways for us to get more creative with the space we currently have. R. Wali suggested if there was a possibility of partnering with other cities in Durham. K. Roberts responded stating that it is something we can look into. J. Elliot asked what the policies of having street festivals included. K. Roberts replied stating closing main streets would cause a lot of pushbacks and the groundwork would have to be laid out. - 5 - Page 6 of 7 Item/ Ref # Details, Discussion & Conclusion (summary of discussion) Action Items/Status (include deadline as appropriate) M. Murray had suggested looking at the events we currently have and expanding on those opportunities to find different ways to grow. S. Almeida asked what the limitation of the waterfront included. K. Roberts mentioned that the westside of the waterfront has been upgraded, now upgrades are to be made on the eastside meaning construction is to occur. The following markets have been tested at the waterfront (Fall Fling and Winter Wonderland). Fall Fling has received much positive feedback and look forward to Winter Wonderland on December 2 and December 9, 2023. 5.7 2024 CAC Meeting Schedule J. St. Amant brought to the attention of the 2024 CAC Meeting Schedule. He reminded the Cultural Advisory Committee members that October 15, 2024 would be the last meeting for this term. A memo to Council will then have to be reformed, and members to reapply. All members in favor. 5.8 Pickering Museum Village – Update K. Bradley was absent. 6. Correspondence There was no correspondence for this meeting. 7. Other Business 7.1 Winter Arrangement Display in City Hall S. Barakov brought to the attention that the Winter Arrangement Display in City Hall has been put up and is inclusive to all. 7.2 Update on the Wagon – Completion - 6 - Page 7 of 7 Item/ Ref # Details, Discussion & Conclusion (summary of discussion) Action Items/Status (include deadline as appropriate) S. Barakov brought to the attention that the Wagon by Georgia Fullerton will be unveiled in the Spring. 7.3 Parks and Recreation Master Plan Opened to the discussion of the Cultural Advisory Committee members A. Palmer attended the charrettes held for the Recreation and Parks Master Plan and suggested the following – more meeting room spaces, more recreation spaces, more facilities, safety equipment, access to lands, and more/longer access to park washrooms. . 8. Next Meeting – January 16, 2024 The next Cultural Advisory meeting will take place on Tuesday, January 16, 2023, from 7:00 – 9:00 pm. 9. Adjournment Moved by D. Thompson. Meeting Adjourned: 8:51pm - 7 - Equity, Diversity & Inclusion Strategy 2024-2034 – Reference Document 1 EQUITY, DIVERSITY & INCLUSION STRATEGY 2024 - 2034 Reference Document – January 2024 - 8 - Equity, Diversity & Inclusion Strategy 2024-2034 – Reference Document 2 EDI VISION AND MISSION STATEMENTS In consideration of what we learned through our consultations, the following EDI Vision and Mission statements were developed to reflect our commitment to championing equity, diversity and inclusion in all we do. Our priority areas of focus flow from our EDI Vision and Mission and are consistent with the Vision, Mission and Values Statements identified in the City of Pickering’s Corporate Strategic Plan approved by Council in 2023. Specifically, the Corporate Strategic Plan identifies the “City’s Equity, Diversity & Inclusion Commitment” as follows: The City of Pickering will be proactive in addressing EDI in general to address issues associated with equitable and inclusive access to services, programs, and infrastructure. The City will also take steps to address discrimination and systemic racism to ensure residents have access to City employment opportunities, programs and services, and feel welcome in Pickering. The City of Pickering will also take steps to ensure that the City is a leader in promoting EDI in the workplace. Vision A city that is committed to embedding EDI, accessibility, anti-racism and anti-oppression principles into the fabric of our community without compromise to foster a sense of belonging, empowerment and respect among all community members. Mission To provide an inclusive and supportive environment where staff, businesses and residents have opportunities to grow, learn, engage, participate and thrive through: ▪ Advancing EDI as a standard of public service; ▪ Valuing diverse identities, perspectives and experiences; ▪ Working to eliminate systemic barriers; ▪ Actively engaging community members in ongoing education, advocacy and consultation. - 9 - Equity, Diversity & Inclusion Strategy 2024-2034 – Reference Document 3 PRIORITY AREAS OF FOCUS Priority 1: Education & Awareness Area of Focus: Education builds awareness and understanding. Education is about the creation of and engagement with learning opportunities at all levels --- Council, staff and residents. Education can be achieved through several means including formal educational opportunities such as mandatory staff training as well as informal opportunities through staff lunch & learns, book clubs, community events and community partnerships. Awareness can be achieved by strengthening our internal communications strategy with staff to promote information around EDI internally to increase understanding and engagement. Goals Specific Actions To rollout the EDI Strategy to the corporation • Host a Townhall session for all employees to promote the EDI Strategy, Work Plan, and expected timelines and next steps • Provide training on EDI Strategy (Mission & Values) corporate wide. Solicit support and engagements by involving employees in the EDI Steering Committee and supporting sub departmental committees • Facilitate workshops with Senior Leadership to deploy the strategy throughout the EDI journey To develop an education plan that identifies required EDI training around key topics with certification, timelines for completion • Develop training geared to job levels/positions at the City, for example, different training to be delivered to part-time and full-time employees, as well as management teams, and senior managers, different departments (e.g., HR, Communications, Operations, etc.) • Develop e-learning module as baseline required training for new employees; part of onboarding process To create reference material • Establish a practical guide/handbook to guide staff/community on how to adopt and integrate an EDI approach; helps City to achieve EDI Goals with input from all departments To promote EDI awareness through non- traditional education • Explore diverse methods of integrating EDI education into all aspects of City (e.g., programs, services – book clubs, town halls, community dialogue, recognition ceremonies) • Create a communications strategy to ensure the ongoing promotion of EDI initiatives - 10 - Equity, Diversity & Inclusion Strategy 2024-2034 – Reference Document 4 • Develop a dynamic EDI landing page on the City’s intranet for employees to easily access EDI resources and training opportunities Priority 2: Structure & Resources Area of Focus: A solid operational structure is essential to ensure the necessary resources are allocated to enable the City to meet its EDI goals. EDI goals are clearly articulated and measured, with progress reported regularly to all staff. Sustained leadership support and direction is necessary to maintain internal EDI momentum. Goals Specific Actions To leverage existing resources and determine future needs • Conduct a needs analysis to determine the optimal structure of the EDI team (e.g., potential new positions including, policy advisor, anti-racism specialist, gender equity, learning advisor/strategist, political staffer) • Review the potential benefits of amalgamating areas related to EDI under one area (e.g., Accessibility, Community Safety & Well-Being) • Separate Indigenous Relationship Building Action Plan from Equity, Diversity & Inclusion. Create new position for Indigenous Relations Lead and dedicated financial resources To promote departmental ownership of EDI, imbedding EDI in our culture • Establish employee resource groups to assist in information dissemination and act as EDI champions • Allocate EDI budget for each department (e.g., Fire services hires facilitator to train fire fighters on EDI). • Create a support system for EDI work • Environmental Scan of City resources / orientation (e.g., accommodations) Priority 3: Community Consultation & Engagement Area of Focus: To ensure that we nurture relationships with those we serve and to include them in the decisions we make. To design meaningful engagement activities that bring forward diverse perspectives, experience and knowledge into City projects and initiatives as early as possible; the creation of digital and physical spaces that promote inclusion by displaying services and symbols that reflect the City’s diverse - 11 - Equity, Diversity & Inclusion Strategy 2024-2034 – Reference Document 5 communities; and continuously embedding feedback mechanisms at all community engagement events. Goals Specific Actions To strengthen engagement & collaboration to achieve understanding of community needs • Develop partnerships with Associations in the City of Pickering • Foster relationships with Advisory committees, including Pickering Anti-Black Racism Taskforce, Accessibility Committee, Cultural Advisory Committee, etc. • Provide opportunities for community-driven initiatives/recognition (e.g., event, displays, flag ceremonies, etc.) • Develop and implement an outreach plan with external partners (e.g. school boards for co-op positions at the City, community associations to promote job advertisements) • Develop targeted awareness programs that are aligned to the needs of the community • Host community town halls (e.g., Mayor, CAO, City) and other community engagements to create dialogue, discussions, and to provide residents the ability to ask pressing questions. Ensure this takes place once per year • Provide honoraria when asking equity-deserving groups for advice and input to recognize labour • Seek membership/representation in larger networks focused on EDI To create a resource hub that collects information about the community • Document and analyze statistical information to support evidence-based decision making related to EDI awareness: https://durhamcommunityfoundation.ca/dcfwp/wp- content/uploads/2023/10/VitalSigns-Report-10-26-23.pdf To enhance external communication s • Develop a dynamic EDI website landing page to inform, engage, and inspire employees. Measure via website hits, unique visits, etc. • Develop a repository of community resources (e.g., directory) • improve information and resources on EDI in all external communications including the City’s website • Utilize diverse communication channels Priority 4: Policies, Practices & Programs - 12 - Equity, Diversity & Inclusion Strategy 2024-2034 – Reference Document 6 Area of Focus: For EDI to be successful, it must be tied to broader processes of change management which aims to implement changes to the underlying structures and processes, including changes to policies and practices. This requires that we unpack our existing structures and practices so that we can determine whether or not they integrate EDI considerations. Goals Specific Actions To develop a change management plan • Embed EDI into HR processes and practices (e.g. recruitment and hiring process, wellness, training) • Adapt physical spaces to be inclusive and address diverse needs (e.g., prayer rooms and designated safe spaces) • Adapt digital spaces to be inclusive (e.g., accessible markers) • Review technology access for open communication with all staff including those whose jobs require them to work outside of a regular office environment To perform an Equity Audit of internal Policies & Procedures • Review of existing polices by Department in accordance with established timelines • Conduct a detailed review of Human Resources Policies & Practices in the area of Recruitment & Selection, implementing best practices as necessary • Review job description and evaluation with emphasis on minimum entry requirements and removing barriers to employment • Integrate community guidelines into Council meetings and other public gatherings to establish standards and expectations for respectful engagement Priority 5: Measurement & Accountability Area of Focus: Measurement is about being able to assess and evaluate our success in adopting an EDI lens in our daily practices. Importantly, it is a mechanism for ensuring accountability. Goals Specific Actions To solicit feedback from the community & employees to • Establish anonymous and safe means for staff to share experiences, feedback and complaints; Create a reporting mechanism for community, staff • Integrate EDI into exit interviews - 13 - Equity, Diversity & Inclusion Strategy 2024-2034 – Reference Document 7 promote accountability • Measure all awareness activities through evaluation of awareness/marketing programs • Measure EDI awareness and training activities through ongoing training evaluations To establish EDI measurement metrics • Develop EDI measurements; Create performance reports with EDI measurements • HR data tracking - Create a personal information form to collect employee demographic data. Collect information at application phase. Annual collection asking about identity information. Report summary back to staff annually. • Measure community engagement with EDI website landing page via website hits, unique visits, etc. To communicate EDI measurement findings to Employees and Community • Produce, publish and distribute annual EDI report card/audit (staff census, community engagement) • Embed EDI updates as a standing agenda item at the Senior Management Team (SMT) meetings; measured through yearly reviews of agendas. • Undertake annual employee updates on EDI initiatives for accountability and transparency. • Prepare a report card based on recommendations of EDI Strategy . - 14 - pickering.ca Pickering Heritage & Community Centre - 15 - pickering.ca Pickering Heritage & Community Centre •Replace ageing and costly infrastructure of the museum’s administration building and the Greenwood Community Centre. •Replace inaccessible ageing buildings with a new AODA-compliant and energy efficient facility that will be accessible on all levels to people living with disabilities. •Build a multi-use space that provides a broad range of services to the community, including cultural and recreational programming and library services. •Build a zero carbon energy building, building sustainable infrastructure that supports Pickering’s journey to become one of the most sustainable communities in Canada. •Create a new gateway, administration and entrance for the Pickering Museum Village. - 16 - pickering.ca Museum’s Administration Building •It was built in 1867, with an addition around 1972. •Has had structural issues on the second floor that has required reinforcement in the past. •Was originally a barn •Extensive modifications have reduced the heritage value •Has been closed since April, 2023 - 17 - pickering.ca Greenwood Community Centre •Built in the 1970s •Managed by the Greenwood Recreation Association •Community Hall on second floor, only accessible by stairs (no elevator) - 18 - pickering.ca Greenwood Park •A Master Plan will be developed for Greenwood Park for park & amenity upgrades in the next 2 years. •The park includes a small playground, baseball diamond and tennis courts. - 19 - pickering.ca Greenwood Library •Has been closed since January, 2017 •Does not have any parking •Increasing capital costs made the branch costly to operate. •Based out of a schoolhouse, built in 1860. - 20 - pickering.ca New Site Map: Pickering Museum Village - 21 - pickering.ca Pickering Heritage & Community Centre - 22 - pickering.ca Pickering Heritage & Community Centre - 23 - pickering.ca Pickering Heritage & Community Centre - 24 - pickering.ca Art Garden & Public Art - 25 - pickering.ca Community and Recreation Programming - 26 - pickering.ca Pickering Museum Village •Transform the museum to a year-round operation, significantly increasing the museum’s onsite capacity to offer programs and services to the public. •Enhance the museum’s ability to preserve heritage through controlled collections storage spaces to preserve the City of Pickering’s archives, museum artifact collection, and the library’s heritage archival collection. •Enhance our community’s ability to promote cultural heritage through community exhibition space, performing arts multi-use space and heritage research facilities. •Provide the required amenities, facilities and exhibit spaces to accommodate tourist- specific programming on site. - 27 - pickering.ca Local History Resource Room •Relocation of existing local history room from Central Library •Climate-controlled facility to store rare and special collections (2,500 items) •Space to promote research, learning, and discovery through collections, displays and programs - 28 - pickering.ca Library Kiosk •Pick up holds •Browse collections •Borrow and return items •Printer/photocopier and access to computers •Furniture to read, work, study and play - 29 - pickering.ca Video 16 - 30 - pickering.ca Contact: Laura Gibbs (Acting) Director, Community Services 289.200.9658; 905.420.4660 ext. 3709 lgibbs@pickering.ca 17 - 31 - Memo To: Cultural Advisory Committee January 9, 2024 From: Stoyan Barakov Coordinator, Public Art Copy: (Acting) Director, Community Services (Acting) Division Head, Culture & Community Programming (Acting) Supervisor, Cultural Services Subject: Public Art: Gordon Lightfoot (EOI) – Top 3 Artists Background: Based on the Council Directive issued on September 29, 2023, resolution #282/23, staff is directed, through the Office of the CAO, to undertake a commission of public artwork to be installed in Ernie L. Stroud Park to celebrate the life of Gordon Lightfoot. Following the Public Art Policy (CUL 130), Community Services issued a public Call to Artists – Expression of Interest (EOI), Public Art Commission, Celebration of Gordon Lightfoot. The call was launched on December 8th, 2023, and closed on January 8, 2024. This was advertised through the City’s website as well as social media and Akimbo. Community Services received 19 Expressions of Interest from artists and teams around the world. To select the Top Three (3) Artists, the Public Art Jury to meet on January 11, 2024, to evaluate all submissions. Based on their vote, the Jury selected the following artists to move to the next stage of the project and present a concept. Funding: As requested by Council, there are $60,000 (including HST) in the 2024 Budget to fund the work from the Public Art Reserve. The total budget for the creation of this permanent public artwork will $60,000 including HST. This project and budget is subject to Council approval in 2024. - 32 - Community Consultation: Week of January 29, 2024 Library: • Facilitate a story time about Gordon Lightfoot • Curate a book display at George Ash Library Programs: • Integrate Gordon Lightfoot’s music as part of the guitar, jam and line dancing programs February 1st, 2024 Community Open House #1 • At George Ash Library, Paris Room from 6 pm to 8 pm. • Presentation introducing the project. • Q & A • Gather community feedback based on interactive activities (dot matrix) • Let attendees know of the second open house and collect contact information March 1st, 2024, Community Open House #2 (Last) • At George Ash Library, Paris Room, Time TBD • Top 3 artists presentations of art concepts • Jury on site to evaluate the concepts. • Community to vote on the Top 1 concept. Communication: Residents of the Steeple Hill Community will be informed of this project by: • Receiving a mail drop (postcard in their mailboxes stating the dates of the activations) • Through City’s marketing channels – social media and Website • Digital banners around the city • Posters at Libraries Next steps: Given the nature of this project and that it must be executed with the community in mind, Coordinator, Public Art will be holding community open houses with the Steeple Hill Community. The first open house will take place on February 1st at George Ashe Community Centre & Library - 33 - where members of the community will be introduced to the project at large. The Steeple Hill neighbourhood will be provided invitations in advance, via mail drop. The first community open house will provide insights into the project to community members as well as gather their vision on how they would like to see the work commemorate Gordon Lightfoot. This will help form the Terms of Reference which will guide the Top 3 artists as they create the concepts. For the creation of their concepts the artists will be compensated $1,500 CAD plus HST. The second open house will be in March where the Community will vote to select which artist will be awarded the opportunity. The Cultural Advisory Committee will be informed of the highest ranked artists and asked for their endorsement during the March 2024 meeting. Given the amount of the opportunity, a Report to Council will be presented stating the Top 1 artist for final approval before award of the project. This project is scheduled (tentatively) to be unveiled in late September, early October 2024. Discussion: Currently, Community Services is seeking endorsement for the Top tree (3) artists based on the Public Art Jury’s vote. Attachment 1: Call to Artists – Gordon Lightfoot (EOI) January 9, 2024 Page 2 of 2 Public Art: Gordon Lightfoot (EOI) – Top 3 Artists - 34 - Call to Artists – Expression of Interest (EOI) Public Art Commission, Celebration of Gordon Lightfoot Deadline: January 8, 2024, at 4 pm EDT. Photo of Ernie L. Stroud Park located in the Steeple Hill Community in Pickering where the artwork will be located. Artist Opportunity The City of Pickering invites artists or artist teams to respond to this Call for Artists to create permanent outdoor public artwork in celebration of Gordon Lightfoot. The work is to be installed to be installed inside the Ernie L. Stroud Park located in the Steeple Hill Community in Pickering. Exact location to be determined through consultation between City Staff and community residents. As per the City of Pickering’s Public Art Policy (CUL 130) an artist is defined as the designer/creator of an artistic work and can include, but is not limited to, a professional artist, graphic designer, collaborative team, architect, or landscape designer. The total budget for the project, including artist fees, materials, and installation is $60,000 (including HST). The successful artist/ artist team will be selected through a two-stage process. One (1) artist/ artist team will be awarded the opportunity.* *This project and budget is subject to Council approval in 2024. - 35 - Site Background The City of Pickering resides on land within the Treaty and traditional territory of the Mississaugas of Scugog Island First Nation and Williams Treaties signatories of the Mississauga and Chippewa Nations. Gordon Lightfoot was an icon for Canadian music. Gordon Meredith Lightfoot Jr. (November 17, 1938 – May 1, 2023) was a Canadian singer-songwriter and guitarist who achieved international success in folk, folk-rock, and country music. He is credited with helping to define the folk-pop sound of the 1960s and 1970s. He has been referred to as Canada's greatest songwriter and his songs have been recorded by some of the world's most renowned musical artists. The Steeple Hill Community in Pickering was built in the late 1980’s and has streets named after Gordon Lightfoot songs in recognition of his talent. Project Brief The City of Pickering’s Cultural Strategic Plan (2014) outlines the City’s commitment to collaborate with the community to celebrate our cultural diversity, heritage, and the arts; to sustain our natural environment; to foster a creative economy; and to strengthen our vibrant neighborhoods. The artwork will be located inside the Ernie L. Stroud Park located in the Steeple Hill Community in Pickering. The exact location of the work as well as the chosen artist will be selected by the community through consultation. The City, Community Services will facilitate the introduction between the artist/team and the community as well as other project stakeholders. Detailed Terms of Reference will be provided to the shortlisted artist/ artists teams to help them prepare their concept. Budget $60,000 CAD including HST (maximum)*. This is the total amount available for all related expenses of this public art project including, but not limited to: artist fees, all applicable taxes, detailed renderings, materials, technical consultations, community consultation, and approvals or other expertise as required, fabrication, installation, insurance, equipment, travel to meetings and to the site, and an artist statement for completed work. *Subject to Council approval. - 36 - The selected artist will enter into a written agreement with the City of Pickering following the approval of the acquisition of the public art outlined in the City’s Public Art Policy. This agreement will address the artist's obligations, which include, but are not limited to: • Materials • Timelines • Installation • Maintenance and/or conservation plans • Warranty • Copyright, Intellectual Property and Moral Rights • Payments to sub-contractors Selection Process Stage 1: Call to Artists – Expression of Interest (EOI) A public art jury comprised of practicing arts professionals and community members will be established for the evaluation of the Stage 1 submissions. EXPRESSION OF INTEREST (EOI) SUBMISSIONS Artists/ Artist teams are invited to respond to this EOI by submitting a single pdf document including: • CV: Professional resume (3-pages max). If submitting as a team, an individual resume should be submitted for each team member. • Artist statement: describe your interest in this project and share your experience in the field. You can submit a written document (1-page max) or record an audio or video message (MP3 or MP4 file, max 20 MB). • Portfolio of past work: Examples of relevant work. You may include multiple images per project on 1 page of a maximum to 10 projects (10-pages). Add tittle, year, scope, budget and a short description. • References: A list of at least two professional references familiar with your work and working methods. The list must include name, title, complete e-mail addresses and telephone numbers. Submissions must be sent by email to: sbarakov@pickering.ca Subject: LastName_EOI:Lightfoot Deadline: January 5, 2023 at 4 pm EDT. If the submissions exceed 20 MB, artists should contact Stoyan Barakov, Coordinator, Public Art who will provide a link to an external file share program. Incomplete submissions or submissions received after the deadline will not be juried. - 37 - Stage 2: Request for Proposal (RFP) The Public Art Jury will review all submissions and identify a short-list based on artistic excellence and demonstrated or perceived ability to create and execute an innovative, engaging public artwork that is complementary to the overall design scheme and community context. The Jury will select a short-list of three (3) artists/artist teams for Stage 2 – Request for Proposal (RFP). Each of the three (3) artists/artist teams will be compensated $1,500 CAD plus HST for their time and the creation of concept for Stage 2. The short-listed artists will be notified by Week of January 8, 2024 and invited to participate to a community open house with the Steeple Hill Community. This alongside a detailed Terms of Reference will allow the shortlisted artists to submit a conceptual design proposal to the Public Art Jury and City of Pickering staff. As part of the process, short-listed artists must attend an in-person interview and present their proposals (online presentations may be accommodated) to the public art jury during the Month of February 2024. When evaluating specific artwork proposals, the Public Art Jury will consider the vision, mandate and objectives of the Public Art Program and the objectives listed in the Public Art Opportunity outlined on Page 1 of this Call to Artists. The Public Art Jury (as per section 07.02 of the City of Pickering Public Art Policy (CUL 130) will also consider the artist's: • Artistic excellence of previous work; • Ability to achieve the highest quality of contemporary artistic excellence and innovation; • Professional qualifications and relevant working experience as related to the public art project brief; • Ability to manage a project and experience working with a design team, project team and/or community group, as appropriate; • Potential to comprehend, access and interpret relevant technical requirements; and, • Interest in and understanding of the public art opportunity and the context. The proposals may be used by the city of Pickering in meetings with community groups, stakeholders and staff. - 38 - Anticipated Schedule It is expected that the commissioned artist(s) will comply with the project’s general timeline dates, as stated below: Date* Project Phase December 8 , 2023 Issue Call to Artists: EOI January 8, 2024 Call to Artists: EOI Submissions due Week of January 8, 2024 Shortlisted Artists notified Week of January 15, 2024 Community Open House Week of February 12, 2024 Conceptual Proposals due Week of February 19, 2024 Artist’s presentations March, 2024 Deadline to notify selected Artist April, 2024 Technical Review with project staff. This meeting will provide the selected Artist with further technical specifications and feedback on the submitted conceptual artwork from lead project staff from the City May, 2024 Project Contract signed and executed for project deliverables*. *Subject to Council approval of the project September 2024 Anticipated installation date *Schedule is subject to change - 39 - Accessibility The City will provide accommodations throughout the selection process to applicants with disabilities. Please notify Stoyan Barakov, Coordinator, Public Art at 289.200.7829 or sbarakov@pickering.ca of the nature of any accommodation(s) that you may require in respect of any materials or processes used to ensure your equal participation. Reserved Rights of the City of Pickering The City of Pickering, at its sole discretion, may request clarification or request additional information, as deemed necessary to evaluate the submissions. The City retains the sole discretion to determine whether a submission is responsive and if the prospective Artist or Artist Team is capable of performing the Work. The City reserves the right, at it sole discretion, to determine the number of pre-qualified Artists or Artist Teams. The City reserve the right to not proceed with awarding a contract. Publication of Information The City of Pickering shall have the exclusive rights to issue all public announcements regarding the competition. Additional Information For any additional information or questions please contact: Stoyan Barakov, Coordinator, Public Art at 289.200.7829 or sbarakov@pickering.ca. - 40 - Celebration of Gordon Lightfoot Expression of Interest Pickering,Ontario Canada CR Gray Artist Submission All concepts and ideas are property of CR Gray LLC and can not be used without permission CR Gray Sculptor Key West, Florida USA craig@crgray.com - 41 - C.R. Gray, Sculptor 10 1st Street Key West, Florida 33040 USA 305-432-6856 craig@crgray.com January 5,2024 City of Pickering RE: EOI Gordon M. Lightfoot Celebration Artwork Att: Stoyan Barakov One The Esplanade Pickering, ON Canada L1V6K7 Greetings Mr. Barakov and the Selection Panel, For the past few weeks I have researched Pickering, The Ernie L. Stroud Park, and the life of Gordon M. Lightfoot. Mr. Lightfoot has touched the lives of so many people in Canada, North America and across the world as a songwriter and performer. His gift to tell stories and identify feelings through poetic verses was held in the highest esteem by such people as Neil Young, Bob Dylan, Johnny Cash and as Premier Justin Trudeau noted he “Captured the Canadian Spirit with his legacy living on through …song”. Gordon Lightfoot was more than just a man and music. He gave of himself and shared his wealth with a vast number of causes across Canada and the world. He sang for free in too many concerts to list, raising funds for preserving the environment and ingenious rights. As activist David Suzuki noted when a cause or friend was in need, “Gordon immediately wrote a cheque… never bragging about it or even talked about it”. The dedicated residents and efforts of people like yourself embody the spirit of Lightfoot, caring about your fellow person and being a steward of the environment. These elements have built your culturally diverse city, making it a better place to live and raise a family. It is fitting to remember Mr. Lightfoot in your community. My work reflects over 30 years as a craftsman mainly carving stone. If chosen my suggestion would be to incorporate this very rugged material. Because Lightfoot is recognized in his hometown with two likeness statues, my recommendation would to create a gathering place with seating and iconic features of the songwriter’s life. A bronze guitar sculpture, stacks of stone albums, and his poetic verses carved into rock could be considered. This can provide old admirers and the next generation an introduction to this songwriter’s legacy. Stone sculpture has a lifespan of many centuries, standing up to public interaction, and whatever Mother Nature can dish out. I believe that this commission is of high standard and carries much prestige. I look forward to the opportunity of sharing my over three decades of experience as a stone carver and artist, celebrating the life of Gordon Meredith Lightfoot in Pickering Ontario. Warm Regards from the Island of Key West, Craig Gray - 42 - C.R. Gray, Sculptor 10 1st Street Key West, Florida 33040 USA 305-432-6856 craig@crgray.com Project Approach Narrative Gordon Lightfoot EIO Project Goal: To recognize the life and contributions of Gordon Lightfoot to music, Canadian culture, preservation of the environment, and supporter of indigenous people across North American and beyond. Mr. Lightfoot attended and supported the first Earth Day celebration in 1970 and was proud to see the end of coal burning as a power source in his native province in 2014. These unique aspects could be incorporated into the memorial of the man. The Idea and Approach: Musicians such as Tyler Stewart, Sarah Slean, and Neil Young have all called Pickering home during their lifetime, so it is only fitting that the Steeple Hill Neighborhood be an ideal location to recognize this humble man of Canadian culture. I ask that the selection team consider something more than just a statue. I suggest that touchstones of his life would be ideal in recognizing such an amazing person. A full size bronze guitar sculpture , larger that life albums with sheet music with the words of this Canadian poet - all could be carved for the project, so new generations can learn about this quiet giant of the north. Longevity and Maintenance: Artwork constructed of granite and possibly bronze would have an almost unlimited lifespan with very little upkeep. The durability would not be measured in decades but with proper maintenance in centuries. Because stone and bronze is very rugged, it would be completely unaffected by harsh winters or the elements of time. Cleaning can be done with soapy water, with granite and bronze developing a wonderful patina as they age. Schedule-Logistics: If selected, I am ready to begin with stakeholders immediately working on these ideas or collaborating on others.I am the designer, fabricator, and installer of all my own works. This means I have controls over materials, labor, and placement. On most projects you receive updates on delivery within the same day as requested. Most sculpture can be ready to install within six months of approved design and receipt of deposit. Because I am based in Key West, Florida- fabrication and carving continues year round without weather delays. Budget- Value: The generous allotment of $60,000 CAD is more that enough monies to cover all expenses. Because everything is done within the studio-a greater portion of the funds will be used for creation of art and not be allocated to subcontractors. CR Gray Sculptor has over 30 years experience carving and creating over 100 public artworks across America and is a trusted partner to deliver on time and within budget. - 43 - C.R. Gray, Sculptor 10 1St Street Key West, Florida USA 33040 305-432-6856 craig@crgray.com Image List 1.” Design Board” Size: various sizes Materials: Black Granite, Bronze Collection: possible concepts for Lightfoot Memorial Cost: $60,000.00 CAD 2.” Book Bench” and Novel Idea 2019,2022 Size: 60”x18”x16” - Four Benches Materials: Grey Granite Collection: Project ProposalCity of Key West, FL and Hillsborough County FL,Newport Beach, CA Cost: $55,000.00 3.” Everglades Gator and Turtle” 2022 Size: 144”x48”x 18” Materials: Grey Granite Collections: Homestead, FL Cost: $75,000.00 4.”Slices of Heaven” 2019,2018,2017,2016 Size: 40”x40”x108” Materials: Stucco, steel, masonry backerboard Collections: City of South San Francisco CA, Olathe KS,Bonita Springs FL Cost: $32,000.00 5.” Rock Lobster” 2014 Size: 60”x6”x 84” Materials: Red Granite Collections: Northeast Seafood Inc Boston, MA Cost: $20,000.00 6.“ Pac-Man” 2023,2015,2014,2013 Size: 48”x30”x84” Materials: Steel and Fieldstone Collections: Pflugerville,Texas, Woodstock VA, Bentonville AR Cost: $38,000.00 7.“Popsicles,” 2019,2018,2017,2016 Size: 60”x60”x108” Materials: Stucco, steel, masonry backerboard Installations: Urbana, IL, Newport Beach CA, Goldsboro NC Collections: South San Francisco CA , St Augustine GA Cost: $32,000.00 8.“Iron Horse,” 2019 Size: 144”x40”x84” Materials: welded steel Collections: Private Client Cost: $28,000.00 - 44 - C.R. Gray, Sculptor 10 1st Street Key West, Florida 33040 USA 305-432-6856 craig@crgray.com Possible Concepts for a Gordon Lightfoot Memorial - 45 - - 46 - - 47 - - 48 - - 49 - - 50 - - 51 - - 52 - C.R. Gray, Sculptor 10 1st Street Key West, Florida 33040 USA 305-432-6856 craig@crgray.com CV- Resume Summary For 2020- 2023 This guide is to assist the review of the Qualifications for CR Gray. Below I have highlighted accomplishments which qualify sculptor Craig Gray as an artist to create public art for the community. Artist Statement- Connecting community and building cultural relationships -constructing guideposts of life through art, this is my goal. Weaving a story through sculpture with the objective of warming the creative soul and bring joyfulness to the heart. I use rugged materials, incorporating recognizable symbols, embracing aspects of locality to bridge generations of people from diverse walks of life. Recent work summary- 1.To date in 2023 CR Gray has completed five temporary exterior sculpture installations in Augusta, GA, Wilton Manors FL, Key West FL, Columbia MD, and Deland FL. Four permanent public sculpture have been installed - one in Augusta, GA ($18,000), one in Marathon, FL ($10,000) and two in Pflugerville, Texas ($38,000). In August CR Gray was awarded a second project with with the City of Homestead, FL for ($125,000) to be completed this year. In December CR Gray was awarded a project with the Department of General Services for Washington DC ($55,000) to be completed in the spring of 2024. 2.CR Gray in 2020-22 completed multiple projects that have total cumulative budgets of over $200,000 - Deerfield Beach Florida ($55,000), Hillsborough County Florida ($55,000) and City of Key West Florida “Benches” ($40,000). In the fall of 2021 CR Gray was Commissioned by the City of Homestead, Florida for a public art project totaling ($75,000).Progress image included of the “Gator” 3.CR Gray has completed stone projects with budgets of well over ($175,000), this includes the Wentworth Douglas Fountain, and The State of Maine Veterans Cemetery. CR Gray designs, fabricates, and installs all his own artworks. 4.I have direct control over all aspects of creation of the sculpture during the commission process. When questions are asked about schedule, delivery, and review you have the answers immediately 5.CR Gray has been carving stone for over a quarter of a century. Originally working in the commercial stone industry in the Northeast United States he is skilled in working in extreme environments to build rugged stone sculpture.He has also created forged steel sculpture for twenty years. Provided are letters from across the nation. Feel free to contact any of his references. A full 30 year work and project history can be found at www.CRGRAY.com - 53 - C.R. Gray, Sculptor 10 1St Street Key West, Florida 33040 USA 305-432-6856 Curriculum Vitae Profession: Sculptor 1989-Present Education: University of Southern Maine Gorham 2006-2008 Diamond Tool Training Tyrol Inc. Vicenzia, Italy 2003 Quarrying Techniques Blue Pearl Quarry, Larvik Norway 2001 Stone Finishing Training Granite Centre, Stanstead, Quebec 2000 Stone Carving Training Republic Granite Elberton, Georgia 1997 United States and NH Department of Labor Recognized as a Master Stone Carver 1996 Apprenticeship Desilets Granite Montpelier, Vermont 1990-1993 Owner/Master Stone Carver of Union Marble and Granite Works LLC- stone fabrication studio1989-2005 University of New Hampshire 1987-1989 Major Projects/Commissions/Collections: 2023 Marathon, FL Public Art Pflugerville, TX Public Art Augusta, GA Public Art Homestead, FL Public Art Washington,DC Public Art 2022 Homestead, FL Public Art Collection Fayetteville, NC Public Art Collection Key West, FL White Street Stone Bench Project 2020 Hillsborough County FL, Public Art Collection Deerfield Beach, FL Public Art Collection 2019 Key West, FL Public Art Collection 2018 South San Francisco, CA Public Art Collection 2017 Olathe, KS Public Art Collection Woodstock, VA Public Art Collection 2016 University of Mississippi Oxford, Museum of Art North Charleston, SC Public Art Collection Lakeland, FL Private Collection Mrs. Dena Webber Wellington, FL Public Art Collection Coral Springs, FL Museum of Art Collection 2015 Key West, FL Public Art Collection Key West, FL Private Collection of Ms. Fran Decker Portsmouth, NH Pease Tradeport Collection Bentonville, AR and Crystal Bridges Museum of Art Collection Bonita Springs, FL Public Art Collection Loxahatchee National Wildlife Refuge, FL Art Collection 2014 Key West, FL Conch Republic Public Sculpture Safety Harbor, FL Public Art Collection 2013 South Hiram, ME Public School exterior sculpture Topsfield, MA Northeast Seafoods Corporate Collection Coral Springs, FL Public Art Collection 2012 Key West, FL Studios of Key West Art Collection 2011 Portsmouth, VA Public Art Collection Portland, ME University of New England Museum of Art Collection 2003 Dover, NH Wentworth Douglas Hospital Corporate Sculpture 2001 Augusta, ME Maine Veterans Cemetery Commission Temporary Public Art Installations/ Exhibitions: 2023 Wilton Manors, FL Temporary exterior sculpture Augusta, GA Temporary exterior sculpture Deland, FL Temporary exterior sculpture Key West, FL Temporary exterior sculpture Columbia, MD Temporary exterior sculpture - 54 - C.R. Gray, Sculptor 10 1St Street Key West, Florida 33040 USA 305-432-6856 2022 Newport Beach, FL Temporary exterior sculpture Lee’s Summit, MO Temporary exterior sculpture Solo Maryland Heights, MO Temporary exterior sculpture Solo Olathe, KS Temporary exterior sculpture Urbana, IL Temporary exterior sculpture Solo 2021 Wilton Manors, FL Temporary exterior sculpture Augusta, GA Temporary exterior sculpture Springfield, MO Temporary exterior sculpture Oskalossa, Iowa Temporary exterior sculpture University of New York Oswego Two Temporary exterior sculpture Kingsport, TN Temporary exterior sculpture 2020 Coral Springs, FL Temporary exterior sculpture Manchester, MO Temporary exterior sculpture Lee’s Summit, MO Temporary exterior sculpture Wilton Manors, FL Temporary exterior sculpture Solo Fayetteville, NC Temporary exterior sculpture 2019 Peoria, IL Temporary exterior sculpture Howard County, FL Temporary exterior sculpture Springfield, MO Temporary exterior sculpture Wauwatosa, WI Temporary exterior sculpture Salina, KS Temporary exterior sculpture Ames, Iowa Temporary exterior sculpture Newport Beach, CA Temporary exterior sculpture Kingsport, TN Temporary exterior sculpture 2018 Goldsboro, NC Temporary exterior sculpture Urbana, IL Temporary exterior sculpture Fayetteville, NC Temporary exterior sculpture Decatur, GA Temporary exterior installation Columbia, MD Johns Hopkins Medical Center Temporary exterior sculpture Solo Sioux City, Iowa Temporary exterior sculpture Roswell, GA Temporary exterior sculpture Springfield, MO Temporary exterior sculpture Greeley, CO Temporary exterior sculpture Hutchinson, MN Temporary exterior sculpture Lawrence, KS Temporary exterior sculpture Ellicott City, MD Temporary exterior sculpture 2017 Kalamazoo, MI Temporary exterior sculpture Solo Deland, FL Temporary exterior sculpture Fredericksburg, VA Temporary exterior sculture Mankato, MN Temporary exterior sculpture Clive, Iowa Temporary exterior sculpture Winter Haven, FL Temporary exterior sculpture Rosemary Beach, FL Temporary exterior sculpture Oak Park, IL Temporary exterior sculpture Howard County, MD Temporary exterior sculpture Wake Forest, NC Temporary exterior sculpture Clayton, NC Temporary exterior sculpture Newport Beach, CA Temporary exterior sculpture Jacksonville, FL Temporary exterior sculpture Oathe, KS Temporary exterior sculpture - 55 - C.R. Gray, Sculptor 10 1St Street Key West, Florida 33040 USA 305-432-6856 2016 Boynton Beach, FL International Kinetic Sculpture Exhibit Hyattsville, MD Temporary exterior sculpture Kissimmee, FL Temporary exterior sculpture Jackson, WY Center for the Arts Exterior sculpture Solo Chicago, IL Chicago Sculpture Exhibit Yountville, CA Temporary exterior sculpture Johnson City, TN Temporary exterior sculpture Ellicot City, MD Temporary exterior sculpture 2015 Woodstock, VA Temporary exterior sculpture Solo Kissimmee, FL Temporary exterior sculpture Clearwater, FL Sculpture 360 exterior sculpture Boynton Beach, FL Temporary exterior sculpture Oxford, MS University of Mississippi Museum of Art Exterior Sculpture Solo Lakeland, FL Temporary exterior sculpture Wellington, FL Temporary exterior sculpture Solo Bonita Springs, FL Temporary exterior sculpture Solo Coral Springs, FL Coral Springs Museum of Art Exterior Sculpture Solo 2014 Key West, FL Custom House and Museum of Art Exterior Sculpture Solo Sebring, FL Temporary exterior sculpture West Palm Beach, FL Armory Cultural Center Exterior Sculpture Solo Kissimmee, FL Temporary exterior sculpture Bentonville, AR Temporary exterior sculpture Boynton Beach, FL Temporary exterior sculpture Johnson City, TN Temporary exterior sculpture North Charleston, SC Temporary exterior sculpture Loxahatchee National Wildlife Refuge, FL Temporary exterior sculpture Solo Key West, FL Botanical Garden Temporary exterior sculpture Niceville, FL Mattie Kelly Arts Center College of Northwest Florida Exhibit Solo 2013 Key West,FL Temporary exterior sculpture Kissimmee, FL Two temporary exterior sculpture Deland, FL Deland Museum of Art Temporary exterior sculpture Scarborough Beach, ME Maine State Parks Temporary exterior sculpture Solo Safety Harbor, FL Temporary exterior sculpture Solo Boynton Beach, FL Temporary exterior sculpture Winter Haven, FL Temporary exterior sculpture Coral Springs, FL Temporary exterior sculpture 2012 Boston, MA Temporary exterior sculpture Winter Haven, FL Temporary exterior sculpture Pittsfield, MA Artscape temporary exterior sculpture program 2011 Portsmouth, VA Portsmouth Museum of Art Exterior Sculpture North Charleston, SC Temporary exterior sculpture Key West, FL Studios of Key West Galleries Exterior sculpture Solo Portland, ME University of New England Art Museum Exterior sculpture 2010 Portsmouth, NH Robert Lincoln Levy Gallery Invitational Cambridge, MA Cambridge Art Association Gallery New Member Show Provincetown, MA Provincetown Museum of Art Spring Show Boston, MA Copley Place Sculpture Show Invitational 2009 Portsmouth, NH Robert Lincoln Levy Gallery Fall Invitational Portland, ME Constellation Gallery Fall New Members Show Professional Associations Memberships Key West, FL Chamber of Commerce Since 2020-2023 Key West,FL AIDS Help Auction Committee 2014-2015 The Studios of Key West- Artist Center member since 2012-2023 Anne McKee Artist Fund Board member 2014-2015 - 56 - C.R. Gray, Sculptor 10 1St Street Key West, Florida 33040 USA 305-432-6856 Recognition/Award/Residencies 2023 Anne McKee Artist Grant, Key West FL 2022 Florida Builds Community Grant- FKCA 2019 Honored Sculptor Award Exhibit Ames, Iowa 2018 People’s Choice Sculpture Exhibit Award Hutchinson, MN 2017 Project Grant Florida Keys Council for the Arts, Monroe County, FL 2016 Special Project Grant, Florida Keys Council for the Arts, Monroe County, FL 2015 Anne McKee Artist Grant, Key West, FL 2014 Honored Sculpture Award Exhibit North Charleston, SC Art Reach Grant Florida Keys Council for the Arts, Monroe County, FL 2013 The Studios of Key West Residency Award, Key West, FL 2010 Honored Sculpture Award ,City of Rockland, ME 2006 Cumberland County Sheriff’s Award, Portland, ME 2004 United States Department of Defense Leadership Award 1987 Virginia Paul Dee Scholarship University of New Hampshire Lectures/ Instructional Classes/ Interviews 2023 Artist Interview City of Marathon, FL 2019 South Florida Public TV WPBT “Artloft Feature” 2018 Artist Presentation City of Urbana, IL 2016 Artist Presentation Center for the Arts, Jackson, WY Artist Presentation Yountville, CA 2015 Artist Presentation Woodstock, VA Artist Presentation Oxford Museum of Art, University of Mississippi 2014 Artist Interview Northwest Florida State College Niceville, FL 2013 The Studios of Key West instruction of Stone Carving Feb Artist Lecture Children’s Museum of Boynton Beach, FL Artist Lecture and Demonstration Safety Harbor, FL The Studios of Key West instruction of Stone Carving Nov Marc House Key West, FL Adults with Disabilities Sculpture Class Artist Interview Deland, FL 2012 Artist Lecture Hiram, ME Historical Society 2011 Artist Lecture University of Southern Maine Sculpture Class Artist Lecture Demonstration The Studios of Key West - 57 - C.R. Gray, LLC 10 1st Street Key West, Florida 33040 USA305-432-6856 craig@crgray.com Reference Letters - 58 - C.R. Gray, LLC 10 1st Street Key West, Florida 33040 USA305-432-6856 craig@crgray.com Selected Press - 59 - - 60 - - 61 - IMAGE 1 - 62 - IMAGE 2 - 63 - IMAGE 3 - 64 - IMAGE 4 - 65 - ”A lot of people think songs pop off the top of your head while you're walking down the street, but that is not the case. Ideas may come this way, but not songs…. A melody may pop into your head but it won't pop onto a record. That takes hard work." - Gordon Lightioot, as quoted by the Detroit Free Press, Oct. 28 1974 Artistic Statement: I am a Canadian artfst of Norwegian and Britfsh descent based in Hamilton, Ontario. Most of my creatfve work over the past two decades explores how social anxiety can have a disruptfve, paradoxical, yet also generatfve effect on the ways people inhabit public or private space. I have subsequently made large scale installatfon, public art, wood assemblage, as well as song and performance work reflectfve of this interest. These projects have included a series of performance ‘stages’ that limit contact between audience and performer, several site- specific song writfng projects, and social experiments such as a “not psychic’ booth that allows for unique social exchanges between strangers. I am a founding member of TH&B, a 4-person artist collective dedicated to site-responsive art installations and social engagements highlighting the urban and natural infrastructures surrounding the Great Lakes—the largest freshwater lake system on earth—lying on the US/Canada border. I am also a contributing storyteller with a collective called the Hamilton 7 and have released original songwriting under the pseudonym ‘tiny bill cody’ for several decades. This combinatfon of songwritfng, storytelling, and visual art makes me partfcularly excited at the possibility of a public artwork inspired by the creatfve legacy of Gordon Lightioot. For me, Lightioot is an inspiratfon for choosing to remain based in Canada (despite achieving internatfonal acclaim early in his career) and choosing to write songs reflectfve of Canadian history and events. Moreover, Lightioot did not mythologize Canada in a way that diminished or simplified its complexity. Rather, I think his singularity as a songwriter and storyteller stems from a talent for making complex feelings and events both relatable and accessible to a wide audience. For these reasons, I feel that any literal, representational monument to Gord Lightfoot would miss an opportunity to present something more reflective of his nuanced creative gifts. As I looked over images of Ernie Stroud Park -- which to me seems like a quiet, reflective, family- oriented space, connective to landscape – I imagine an intimate, human-scaled work that might be just complex enough to not fully reveal itself on first glance. I also immediately envision a semi-functional installation, such as a small raised circular platform, raised to a height where it could function as a bench, but also situated so that it could serve as a stage for a solitary performer (placed in the park in an area where a small crowd could assemble). I think there could be elements on this stage—cast in bronze or similarly durable material—such as a guitar, a writing pad, possibly adorned with text or visual symbols of Lightfoot’s signature songs, or possibly a quote on the songwriting (such as the beautiful one posted above). Ultimately, I’m interested in a work that requires reflection and consideration and offers a gentle prompt to aspiring and emerging Canadian musicians, artists, or storytellers. - 66 - TOR LUKASIK FOSS 245 park st. north, hamilton, ontario L8P 1L9 cell: (905) 978 1753 e-mail: torlukasikfoss@gmail.com web: www.torlukasikfoss.ca www.facebook.com/tfnybillcody.music/ www.instagram.com/tfnybillcody/ twitter.com/tfnybillcody https://open.spotffy.com/artfst/0agg25cSzgiy7Ux7knd1d9 SELECTED EXHIBITIONS / INSTALLATIONS 2023 “PANACEA” (with TH&B Collectfve) Supercrawl, Hamilton, ON “NOT PSYCHIC”, Bunnell Art Center, Homer, AK “Be:Longings” (public art installatfon with Simon Frank, Gary Barwin), City of Hamilton, ON 2022 “Urban Moorings Two”, Royal Botanical Gardens, Hamilton ON “Deposit: Loan” (with TH&B Collectfve) Broken Forests @Hyde Park, Toronto, ON 2021 “FILTER” (2 x public art installatfon with TH&B Collectfve), Pier 8, Hamilton, ON 2017 “Basin” (installatfon with TH&B Collectfve) McMaster Museum of Art, Hamilton ON 2015 “No. 9 Eco-Art Fest”, Todmorden Brick Works, Toronto, ON “NOT PSYCHIC”, Performance Installatfon, Supercrawl, Hamilton, ON “20/20” (group show), Workers Arts and Heritage Centre, Hamilton, ON “TH&B United” 270 Sherman Avenue North, Hamilton, ON 2014 “Dress Rehearsal”, Nuit Blanche Installatfon, Toronto, ON 2013 “A Closet of Intfmacies: Shadow Box for a Semi-Private Performance”, CAFKA, Kitchener, ON “The Road Sign Project” (group show), Centre 3 for Print and Media Arts, Hamilton, ON “Resurrectfon”, (with TH&B Collectfve) Modern Fuel Gallery, Kingston, ON 2012 “Naturivia: 40 Mile Creek Side Trail” (w/ Simon Frank) Grimsby Public Art Gallery, ON “Buffalo on the Bowery” (with TH&B Collectfve), Charles Bank Gallery, New York City, NY “Score”, site interventfon (with TH&B Collectfve), Echo Art Fair, Buffalo, NY “TH&B2”, 270 Sherman Avenue North, Hamilton, ON 2011 2010 “Beyond/In Western New York: Alternatfng Currents” (with TH&B), Buffalo, NY 2011 “New Worker’s Songbook” (w/DodoLab), Centre 3 for Print and Media Arts, Hamilton ON 2009 “Unlikely Concert” (solo), University of Lethbridge Art Gallery, AB “Protoscenia” (solo), Rodman Hall, St. Catharines, ON / Latcham Gallery, Stouffville, ON 2008 “Urban Moorings” (temporary outdoor exhibitfon), Hamilton Artfsts Inc., Hamilton, ON “The Monotheatrum”, (solo), Art Gallery of Hamilton, Hamilton, ON 2006 “unsatfsfied with their depictfons” (solo), Thames Public Art Gallery, Chatham ON “Two Degrees of Separatfon”, University of Waterloo Art Gallery, Waterloo, ON 2005 “Group of Seven Revisited”, Cambridge Galleries, Cambridge, ON 2004 “Foreword”, Outdoor Sculpture Installatfon, Grimsby Public Art Gallery, ON 2002 “Sanctuary, Habitat, Wasteland”, (3 Person Show), Grimsby Public Art Gallery, ON “Generatfons”, (2 Person Show) Glenhyrst Art Gallery of Brant, Brantiord, ON - 67 - SELECTED PERFORMANCE PROJECTS 2023 “New Wave Your Behavior”, 2023 Hamilton Fringe Festfval / Mulespinner 2021 “Without Mass” Choral performance, Frostbites Festfval, Gage Park, Hamilton, ON 2020 “Lullabies for Tiny Spaces”, Hamilton Fringe Festfval 2019 “Tiny Bill Cody Meets the Devil” Hamilton Fringe Festfval 2018 “Awkward Stories for Adults” Hamilton Fringe Festfval 2018 “Hugin and Munin: A Song Cycle” Kitchener Waterloo Art Gallery, Kitchener ON 2017 “Hamilton 7” Hamilton Fringe Festfval 2015 “Composure/I will not Lose Composure”, site interventfon, Art Gallery of Ontario, Toronto, ON 2013 “Tiny Bill Cody: Charlatan in Residence, James North Studios, Hamilton, ON 2011 “Soul of the Street”, (two songs, 4 performances), Factory Media Arts Centre, Hamilton, ON 2009 “Protoscenia: Unlikely Concert #23, Rodman Hall, St. Catharines, ON Salmon Arm Roots and Blues FesEval (featured performer), Salmon Arm, BC 5 Unlikely Concerts #17 - #21, Cambridge Galleries (as part of CAFKA 09),Cambridge ON 2008 Hot Nights: Performance Series, Civic Centre, Art Gallery of Mississauga, Mississauga, ON Inauguratfng the Monotheatrum: Unlikely Concert #16, Art Gallery of Hamilton, Hamilton, ON 2006 Bathroom Concert Series, Brampton Indie Arts Festfval, Brampton, ON 2005 Yodeling Forward: Unlikely Concert #13, Gladstone Hotel, Toronto, ON Group of Eight: Unlikely Concert #12, Cambridge Galleries, Cambridge, ON How Yodeling is Like Curatorial Practfce: Unlikely Concert #11, OAAG Awards, Art Gallery of Hamilton, Hamilton, ON “tfny bill cody and the liquormen”, W.K.P. Kennedy Gallery, North Bay, ON. 2004 “The Ghosts of Winter: 4 Unlikely Concerts”, McMaster Museum of Art, Hamilton, ON The Obscurity Code: Unlikely Concert #6, as part of Foreword, Grimsby Public Art Gallery, ON Yodeling is the Next Big Thing, SPASM II Contemporary Art FesEval, Saskatoon, SK SELECTED GRANTS / RESIDENCIES 2023 Bunnel Arts Center (artfst residency), Homer, Alaska 2018 European Art Exchange, (artfst residency) Estonian Artfsts Exchange, Tallinn, Estonia 2008-2015 Grant Co-writer “TH&B” (3 Ontario Arts Council Project Grant) 2014 Canada Council for the Arts Project Grant (Visual Arts) 2013 Ontario Arts Council Mid-Career Grant (Visual Arts) 2012 “Studio Time: Work of the Living Watch” (BRIC Residency) Banff Centre for the Arts, Banff, AB 2011 Ontario Arts Council Mid-Career Grant (Visual Arts) 2009 Ontario Arts Council Mid-Career Grant (Visual Arts) SELECTED RECORDINGS AND SONG COMMISSIONS 2019 “The Devil will Give You Candy” (4-song digital release as Tiny Bill Cody), Maisonneuve Music 2011 “New Songs about Sudbury (two songs, multfple performances), a DodoLab project in partnership with the Sudbury Actfon Centre for Youth, Sudbury, ON 2010 “New Workers Songbook” (three songs, multfple performances) in partnership with DodoLab and the Workers Arts and Heritage Centre, Hamilton ON 2008 – 2010 (6 songs, 6 live performances, GO! With Brent Bambury, CBC Radio One 2009 “Tiny bill cody and the liquormen” thirteen song CD, independently released - 68 - SELECTED EMPLOYMENT 2015-2023 Director, Programs and Educatfon, Art Gallery of Hamilton 2013-pres. Director and Coordinator, Tuesday Choir, Hamilton, ON 2015-2016 Project Coordinator, Love Your City, Share Your Stories, Hamilton Public 2003-2014 2003-2016 Arts writer and columnist, Hamilton Magazine, Town Publishing 2014-2016 Coordinator, Art in Public Places, City of Hamilton 2012-2013 Project Coordinator, Urban Arts Initfatfve, Hamilton 2009-2010: Instructor, Full Time Foundatfon Program, Dundas Valley School of Art, Dundas, ON AWARDS/VALIDATION 2023 City of Hamilton Urban Design and Architecture Award of Excellence: “Belongings” 2009 Hamilton Music Award (Best Male Artfst) 2008 City of Hamilton Visual Arts Award 2007 K M Hunter Award (Visual Arts – Awarded through the Ontario Arts Council) REFERENCES Jen Anisef, Cultural Projects Specialist, City of Hamilton, 1.905.546.2424 x7612 Jen.Anisef@hamilton.ca Ken Coit, Director, Heritage and Urban Design, City of Hamilton 1.905.546.2424 x7557 Ken.Coit@hamilton.ca Asia Freeman, Director, Bunnell Arts Center, Homer, Alaska, c. 1-907 299 1492 asia@bunnellarts.org Ivan Jurakic, Director, University of Waterloo Art Gallery, 519.888.4567 ext. 36741 ijurakic@uwaterloo.ca - 69 - Support Images: 1. BE:LONGINGS (2023) – Tor Lukasik-Foss (torlukasikfoss.ca) Gary Barwin, Simon Frank, Tor Lukasik-Foss Public Art Installatfon, Churchill Park, Hamilton, ON Budget: $175000 Metal Alloy, Natural Materials be:longings is comprised of a series of ten bronze-cast suitcases situated in different locatfons along the length of a recently re configured pedestrian pathway. The suitcases are various sizes and styles, and on each, there are a multftude of details revealing narratfve or symbolic references to travel, escape, refuge, emigratfon, as well as a subtle acknowledgement to Raoul Wallenberg, the Swedish architect who assisted thousands of Jews to escape Nazi-occupied Hungary during World War II. - 70 - 2. NOT PSYCHIC (BUNNEL ARTS CENTRE, 2023) – Tor Lukasik-Foss (torlukasikfoss.ca) Performance Installatfon, Homer, Alaska Pine, digital design on mylar, found materials Budget: N/A As part of a month-long residency at Bunnell Street Arts Center in Homer Alaska, I constructed a temporary NOT PSYCHIC booth and delivered 22 by-appointment ‘readings’ over three weeks. Each appointment was up to an hour in length and featured conversatfon and responsive drawing, preceded with the admission that I possess no psychic or extra-sensory ability whatsoever. NOT PSYCHIC is intended to unearth new strategies for social connectfon and the circumventfon of social anxiety. - 71 - 3. TH&B Cookout (2023) – Tor Lukasik-Foss (torlukasikfoss.ca) Performance Installatfon, Supercrawl, Hamilton, ON Cast Iron, Reclaimed Wood, Mixed Materials Budget: $5000 In 2022, TH&B (Tor Lukasik-Foss, Dave Hind, Ivan Jurakic, Simon Frank) worked with Great Lakes Foundry to transform the double-swallowtail crest design of the TH&B railway logo into an over-sized cast-iron fry pan designed to serve as a catalyst for communal gatherings. TH&B: Panacea marks the collectfve’s third official actfon with the pan, a ritual designed specifically for Supercrawl 2023, using the pan and a specially designed cooking fire to make and share small handcakes, each delivered with a condiment reflectfng the complexity of the Great Lakes region. These condiments included jams jellies and scrumped from trees in urban adjacent spaces within a kilometer of the performance site. Over 700 patrons were served during the evening, requiring over 30 litres of homemade pancake batter, and 30 jars of homemade preserves. - 72 - 4. TH&B Filter (2021) Public Art, Pier 8 Hamilton, ON Reclaimed galvanized mild steel, found materials Budget: $60000 In 2021, TH&B (Tor Lukasik-Foss, Dave Hind, Ivan Jurakic, Simon Frank) installed two sculptures as part of the redesign of Hamilton’s Pier 8. Entftled Filter, the works consist of a skeletal water tower with an attached woven twig hive/nest. As well as a flowerpot comprised of human-made materials including asphalt, compressed plastfcs, brick, concrete and stone. The works are meant to evoke systems of water- handling, filtratfon, and their impacts on the Great Lakes environment. - 73 - 5. AQUAVECCHIO / WINDOW ADDRESSING (2022) – Tor Lukasik-Foss (torlukasikfoss.ca) Temporary Performance Installatfon, Urban Moorings II, Hamilton ON Reclaimed wood, found materials Budget: $2000 A temporary three-paneled sculpture that situates itself on the pedestrian/bike bridge that passes over the Chedoke Creek and looks upon Cootes Paradise in Hamilton, ON. The sculpture is part of Urban Moorings Two, an art exhibitfon invitfng artfsts to situate works responding to recent environmental threats to this wetland and efforts to remediate the watershed. On monthly occasions, this work was set up along the bridge in order to artfculate a social and performatfve space. A selected group of ‘vendors’–performers, artfsts, actfvists—were invited to sporadically perform within the piece; visitors were similarly entfced to stop, reflect, and engage. - 74 - 6. NATURIVIA: 40 MILE CREEK SIDE TRAIL (2012) – Tor Lukasik-Foss (torlukasikfoss.ca) Public Art, 12 x aluminium signs and 40 x trail markers Budget: $6000 Simon Frank, Tor Lukasik-Foss 40 Mile Creek runs down the escarpment from Beamers Falls and travels through downtown Grimsby before emptying into Lake Ontario; it connects the Bruce Trail to the Waterfront trail. In partnership with the Art Gallery of Grimsby, this installatfon was meant to bring attentfon to a trail of deep historical resonance, but also to comment on both its invisibility and un-walkability due to the urban, residentfal, recreatfonal, and utflitarian impositfons which obscure it. - 75 - 7. Dress Rehearsal (2014) – Tor Lukasik-Foss (torlukasikfoss.ca) Performance Installatfon, Nuit Blanche, Toronto, ON Reclaimed wood, Plexiglas, sail maker’s cloth, audio and video Budget: $15000 A trio of performance boxes designed to capture the shadows of performers caught in the state of intfmate preparatfon. These spaces were installed and inhabited with both live and pre-recorded performances. - 76 - 8. Closet of Intfmacies (2013) – Tor Lukasik-Foss (torlukasikfoss.ca) Performance Installatfon, CAFKA at the Walper, Kitchener ON Budget: $3000 Reclaimed wood, Plexiglas, sail maker’s cloth, audio and video The Closet of Intfmacies is a narrow, free standing container which displays the sonic and shadowy echo of performances which have (and will contfnue to) occur inside. It is designed as a means to publicly present moments of private and/or solitary performance, expressions suited ideally for a parlor or opium den. This installatfon remained for 6 months in the second floor of th Walper Hotel and was animated by a video loop of an singer quietly rehearsing a vocal performance. - 77 - 9. This next song is very special (2008) – Tor Lukasik-Foss (torlukasikfoss.ca) Performance Installatfon, TH&B Exhibitfon, 270 Sherman, Hamilton, ON Reclaimed hemlock, cedar, mixed materials Budget: N/A A hooded performance stool intended to create distance, elevatfon, heroism, isolatfon. - 78 - 10. Unlikely Concerts (2008 -) – Tor Lukasik-Foss (torlukasikfoss.ca) Performance Installatfon, University of Lethbridge 2009, Lethbridge, AB Pine, Reclaimed textfle, aluminium signs, mixed materials Budget: N/A Unlikely Concerts are an open-ended series public performances situated in atypical circumstances such as bathrooms, stairwells, natural spaces, or hastfly made performance tents. In this example, a performance tent was set up in a university atrium, and invitatfons were posted invitfng shy or socially anxious performers to assemble. The tent provided a space for musicians to be heard without being seen, and created a useful social network. - 79 - @PickeringMuse pickeringmuseumvillage.ca Miller Cole House Gather & Grow Exhibit January 16, 2024 - 80 - @PickeringMuse pickeringmuseumvillage.ca The Gather & Grow Exhibit will •explore the ways that food preparation and production has connected people and communities; across cultures and throughout history; •delve into the culinary history of Upper Canada; •investigate how recipe sharing has united people; •demonstrate how settlers in Upper Canada cultivated their food; •outline the development of sustenance practices and traditions in 19th century Upper Canada; and •explore the customs of Victorian dining, as well as the role of Victorian greenhouses in maintaining diverse diets. - 81 - @PickeringMuse pickeringmuseumvillage.ca •Herb Garden •Living Wall •Outdoor Kitchen Space •Teaching Garden •Victorian Greenhouse •Kids Playspace Exterior Space The Gather and Grow exterior space, coming in 2024, includes upgrades to our outdoor program area and gardens. The new outdoor space will include the following: - 82 - @PickeringMuse pickeringmuseumvillage.ca- 83 - @PickeringMuse pickeringmuseumvillage.ca •The interior space, inside Miller Cole House,will have a parlour, kitchen, and dining room. •Each room will focus on a different interpretive theme in the Gather & Grow Exhibit. Interior Space Coming 2026 - 84 - @PickeringMuse pickeringmuseumvillage.ca Parlour •Inside the parlour visitors will learn about raw ingredients and edible plants through a series of information panels, activities, and flip up panels. •The parlour will feature an animated recipe book. - 85 - @PickeringMuse pickeringmuseumvillage.ca Dining Room •In the dining room visitors will delve into food preservation such as canning, smoking, salting, pickling, and drying. •Mealtime gatherings in different cultures will be explored through an animated place setting activity. - 86 - @PickeringMuse pickeringmuseumvillage.ca Kitchen •The kitchen will delve deeper into food preparation and the act of preparing meals. •This section of the exhibit will explore healthy eating and what the body needs to thrive and how it differs from the past. •The kitchen will feature an interactive stove and audio element. - 87 - @PickeringMuse pickeringmuseumvillage.ca •The Gather & Grow Exhibit will provide a space to host culinary experiences at the museum. •Culinary experiences can be incorporated into existing programming, providing seasonal treats. •New education programs will go beyond the Grade 3 Curriculum and integrate new subjects. Programs - 88 - @PickeringMuse pickeringmuseumvillage.ca •Canadian Tamil Congress•Indo-Canadian Cultural Association of Durham (ICCAD) inc. •Pickering Public Library •Toronto Region Conservation Authority Partners The museum will partner with cultural groups within the City to gather stories, traditions and artifacts to feature in this exhibit. Our confirmed partners include: - 89 - @PickeringMuse pickeringmuseumvillage.ca Funding Staff will apply to the following grants to fund the outdoor program area in 2024: •Agrispirit Fund •Rural Economic Development Fund •TD Friends of the Environment Fund •OPG's Corporate Citizenship Program (CCP) A sponsorship package has been developed to seek additional funds from corporate sponsors. - 90 - @PickeringMuse pickeringmuseumvillage.ca •generate interest and excitement for the upcoming larger exhibit at Pickering Museum Village; •provide a sneak peek into the themes and topics of the Gather & Grow exhibit; •give visitors an opportunity to engage/interact with the exhibit; and •raise awareness for potential partners. Gather & Grow Mini Exhibit The Gather & Grow Mini Exhibit will be installed in the CHRDC and will - 91 - @PickeringMuse pickeringmuseumvillage.ca •explore how food preparation and production has united people across communities, cultures, and throughout history; •provide an interactive opportunity for visitors to share some of their favourite recipes as an example of sharing knowledge for food preparation; and •cover topics that support this theme including working bees, seed exchange, and recipe sharing. Mini Exhibit The mini exhibit will - 92 - @PickeringMuse pickeringmuseumvillage.ca •Background research has been completed for the Gather & Grow Exhibit. •The preliminary design for the outdoor program space has been developed. •The interpretive plan for the exhibit is in its preliminary stages. •The Gather & Grow Mini Exhibit is currently being planned to generate excitement for the upcoming exhibit. •The Business Case and Sponsorship Package has been developed for the outdoor program space set to open in 2024. Updates - 93 - @PickeringMuse pickeringmuseumvillage.ca Ellen Tayles-Armstrong Conservator Community Services-Museum T.905.420.4660 ext. 3717 etayles@pickering.ca Taylor Little Curatorial Officer Community Services-Museum T.905.420.4660 tlittle@pickering.ca - 94 - Memo To: Mayor Ashe DRAFT (Target Date) – February 20, 2024 Members of Council From: Jesse St. Amant Coordinator, Cultural Services Copy: Chief Administrative Officer Director, Community Services Division Head, Culture and Community Programming Subject: Cultural Advisory Committee - 2023 Year End Report & 2024 Work Plan File: 2nd DRAFT for Discussion - January 16, 2024 CAC Meeting The Cultural Advisory Committee (CAC) is pleased to submit, for Council’s information, the 2023 Committee Report and 2024 proposed Work Plan. 2023 Year End Report In 2023, nine committee meetings were held. The committee continued to contribute to the goals of the City’s Cultural Plan in the following ways: • In February of this year the Cultural Advisory Committee (CAC) endorsed the inclusion and selection of a Committee Chair, Vice Chair and to having one member of the Council on the Committee. The Terms of Reference were updated to reflect this change. In May, committee member D. Thompson was selected as the Chair, committee member S. Almedia-Schroen was selected as Vice-Chair, and Councillor Mara Nagy, City Councillor Ward 2 was appointed to the CAC. • Reviewed, provided advice, and participated in the: Draft Parks and Recreation Master Plan, Draft Community Safety & Well-Being Plan, Draft Corporate Strategic Plan, and the Cultural Strategic Plan from May 2014. The committee received presentations form the Equity, Diversity, and Inclusion (EDI) Strategy and an updates from the 2022 Annual Report for Culture & Community Programming, and the 2023 Event Schedule. Members of the CAC also participated in the Community Tourism Sterring Committee that assisted in the development of the draft 2023 Community Tourism Plan authored by Central County Tourism. • Attended the 2023 Cultural Fusion Fair that took place in Esplanade Park on September 9, from 11:00 am to 5:00 pm as representatives of the CAC, speaking to community groups participating in the Community Circle, visiting with the vendors and booths in attendance, - 95 - as well as connecting with local residents at the Destination Pickering Booth to answer questions about the CAC and their work in the community. • Reviewed and provided endorsement of the following public art projects including: o Esplanade Park – “Reflections” by Studio F Minus o Seaton Fire Hall – “One Horse Power” by Patrick Bermingham o the Millpond Meadow Sculpture named “On the Backs of Fish” located at the Pickering Museum Village by Bluff Studios - Sean Procyk & Sarah Fuller o Dbaajmowin and supported by SpruceLab Inc. for the direct commission of an Indigenous sculpture design at Rotary Frenchman’s Bay West Park “Water is Medicine”. o Shortlisted Artists for the Kingston Road Public Art Commission. The Public Art will be located on the Northeast corner of Kingston Road and Whites Road. o Call to Artists – Expression of Interest (EOI) to undertake a commission of public artwork to be installed in Ernie L. Stroud Park to celebrate the life of Gordon Lightfoot as per Council directive issued on September 29, 2023, resolution #282/23. • Reviewed and provided endorsement on community and temporary public art projects including: o a Mural by artist Malik McKoy titled “They Matter” that was installed inside the Chestnut Hill Developments Recreation Complex, o a Mural artist by Zuna Amir titled “Community Complex” that was installed on an exterior wall at the Chestnut Hill Developments Recreation Complex, o a Mural by Meegan Lim titled “The Anne and Maud Murals” that was installed at the Pickering Museum Village and the City Centre Library o Electrical Transformer Box Wrap Mural by artist Jason Das at Fire Hall #1 Electrical o West Shore Skate Spot Community Mural named “You Can Never Close Nature” by Artist Fathima Mohiuddin. – moving this here as its temporary o Metis artist, Tracey-Mae Chambers, and her public art project #hopeandhealingcanada display at the Pickering Museum Village and a showcase of that work installed at the Chestnut Hill Developments Recreation Complex. o Complementary Banner Designs by Dani Crosby that appear alongside her previously designed Street Banners along Kingston Roads Eastern and Western Gateway. o Fall Fling Event Temporary Art Photo Frames o Fence Wrap Mural for the electrical generator located at Rotary Frenchman’s Bay West Park by a local artist Laura Kay Keeling. o Winter Wonderland Event Public Art piece by Studio Jordan Shaw located in Millennium Square. o Winter Nights, City Lights 2023 Temporary Public Art display by artist Nate Nettleton of illuminated disco balls encased in acrylic boxes in the Pickering Civic Complex Court Yard. - 96 - o Winter Nights, City Lights 2023 Temporary Public Art display by Toronto based installation artist Casey Watson named “Look Up” inside the Chestnut Hill Developments Recreation Complex. o Seasonal Window Painting - Placemaking project at the Chestnut Hill Developments Recreation Complex and the Pickering Civic Complex by local artist to Jacob Headley. o Occasions of Significance Displays at Chestnut Hill Recreation Complex o Whitevale Arts and Culture Community; temporary public art project “Beautifying Our New Garbage Bin”. o Annual Community Banner Series - Artists Selection • Provided recommendations and comments for, Public Art Policy CUL 130 update, Public Art Community Engagement Survey, and Public Art Consultation at the Waterfront, Community Banner Policy and reviewed applications for the City Centre Banner Display Program bi-annually in April and October. No new applications were received in 2023. • Attended Public Art unveiling events throughout the year as representatives of the CAC; this included but not limited to the Fire Hall #1 grand opening, Kijimba Kind restoration at Alex Robertson Park, and Water is Medicine at Rotary Frenchman’s Bay West. • Reviewed, made recommendations and provided feedback to the standing agenda items regarding the Pickering Museum Village (PMV) programs including: o Pickering Museum Village 2022 Deaccession list as submitted by staff. o Roots to Rebellion Project o Wagon Wrap Project “The Way Gone Made Clear” at Pickering Museum Village by artist Georgia Fullerton. o Digital Artwork that would be created by the company Oddside Arts, for the Log Barn. o Development of the new permanent exhibit in the Miller-Cole House. o Attended PMV public art unveilings and Exhibit openings throughout the year as representatives of the CAC • Participated in annual update to Council. - 97 - 2024 Work Plan The Cultural Services Unit has a number of projects and initiatives planned for 2024 that will be presented to the Cultural Advisory Committee for consultation which include, but are not limited to: • Community Tourism Plan – Specifically two of the five core objectives (Welcoming and Distinguish) including: o Nurture a welcoming environment and pride of place with Pickering residents, business owners and staff. o Establish a unique presence in the tourism market by promoting Pickering as Inclusive, Diverse, Equitable, and Accessible. o Participate in a Tourism Ambassador training program. • Renewal of the Cultural Strategic Plan • Recreation and Parks Master Plan Review The Cultural Services Unit also has ongoing annual planning which will be presented to the Cultural Advisory Committee for consultation: • Public Art Plan Review and Endorsement of the following confirmed projects, but not limited to: o Kingston/Whites Road Public Art project Final Endorsement (formally known as Shell Gas Station Public Art Project) o Winter Illumination Public Art Piece Endorsement (pending sponsorship) o Gordon Lightfoot Public Art Project in Steeple Hill Park – Concept for Endorsement o Waterfront Public Art Piece – Concepts for Endorsement o Community Banner Series – Temporary Public Art Endorsement o City Centre Banner Display Program – Endorsement of Spring and Fall Intake Applications • Pickering Museum Village Annual Operating Plan and Deaccession Lists o Celebrating the Launch Roots of Rebellion Exhibit o To provide input on Miller Cole Gather and Grow Exhibit o Provide feedback on new programs offerings o Review and provide input on plans for the Redman House • Pickering Events Plan Review o Review 2024 Event list o Provide feedback on the Cultural Fusion Fair programming The Cultural Advisory Committee has the following projects and initiatives planned to investigate further in 2024 which include, but are not limited to: • Form a sub-committee including local cultural groups and tourism industry stakeholders; to engage Pickering’s Cultural Community and investigate their interest in hosting new events and festivals, and/or partnering with established events and festivals; that would give additional opportunities to showcase elements of their culture (arts, music, dance, handmade markets, food and drink) to the community at large through those new initiatives, activities and partnerships. - 98 - Work of the CAC also includes: • Consult on public art and participate on the Public Art Jury to review and consult on public art submission, including the submission of a terms of reference. • Provide feedback to staff on the development of community engagement initiatives related to culture, and provide feedback on existing cultural programs. • Act as cultural champions, and look for opportunities through community engagement initiatives that focus on celebrating, and highlighting cultural assets, or that bring heritage recognition, and education to the forefront. • Connect community partners to the culture team, to deliver on goals listed in the Cultural Strategic Plan. • Provide feedback to staff on the development of entrepreneurial and economic development initiatives related to culture, and provide feedback on existing programs. • Report to Council Annually through the committee’s work plan. JSA - 99 - COMMUNITY VISITOR PLAN 2024-2027- DRAFT 3 - 100 - Land Acknowledgement We acknowledge that the City of Pickering resides on land within the Treaty and traditional territory of the Mississaugas of Scugog Island First Nation and Williams Treaties signatories of the Mississauga and Chippewa Nations. Pickering is also home to many Indigenous persons and communities who represent other diverse, distinct, and autonomous Indigenous nations. This acknowledgement reminds us of our responsibilities to our relationships with the First Peoples of Canada, and to the ancestral lands on which we learn, share, work, and live. - 101 - Forward A Message from Central Counties Tourism It was an absolute pleasure to facilitate the development and finalization of this incredible plan. I came into the process with high hopes and was not disappointed. The City of Pickering has long recognized the value of the visitor economy and has been working with Central Counties Tourism for years to help grow their capacity to welcome and engage visitors. The working group that formed the backbone of the planning process was one of the most well-versed of any community we have worked with, understanding the principles of destination development and the current needs within the municipality to take the visitor economy to the next level. The end result is a community visitor plan that is unique to Pickering – layered with goals and objectives built on each other to incrementally move the needle closer to achieving “tourism success” for the municipality. Our promise to the City of Pickering is that we will be your partner each and every year as you develop and implement the actions and tactics to deliver on the goals and objectives. With each success, Pickering becomes a more vibrant community, attracting new visitors, residents and businesses. The City of Pickering should be proud of what they have already achieved in terms of growing the visitor economy and excited about the successes that lie ahead as this plan gets implemented. Best regards, Chuck Thibeault, Executive Director - 63 - Contents Executive Summary 6 Vision and Mission 9 Introduction 10 The Planning Process 11 Tourism in Pickering 12 The Plan – Objectives and Goals 14 The Plan – Action Items 16 Objective One: Enhance 16 Objective Two: Welcome 18 Objective Three: Develop 19 Objective Four: Distinguish 21 Objective Five: Support 23 Acknowledgements 28 Glossary 29 Resources 31 Appendix 32 I – Why Tourism? II – Tourism Organizations III – Pickering Tourism Assets IV – Visitation Data V – Visitor Market Profiles - 64 - FRENCHMAN’S BAY - 65 - Executive Summary The City of Pickering is ideally located. It is about 40km from downtown Toronto along the northern shore of Lake Ontario and is easily accessible to visitors from the major 401 and 407 highways, GO trains/buses, the Waterfront Trail and by boat at Frenchman’s Bay. This provides easy access to the over 7 million people living to the west and an incredible opportunity to be the overnight location for people travelling from the east to visit the GTA including downtown Toronto. Currently, the Bay, along with the Waterfront Trail, and Beachfront & Alex Robertson’s Parks offers a scenic escape for over 100k visitors (traveling 40+km one-way) per year who enjoy a variety of activities including boating, biking, hiking, picnics, summer concerts in Millenium Square, as well as shopping and dining options in the charming Nautical Village. A short distance away is Durham Live, Pickering’s new premium entertainment district and home of the Pickering Casino Resort which has a 275-room hotel, multiple restaurants, state-of-the-art concert theatres, and a large gaming facility. The area promises to be a major entertainment hub with future growth that includes a first-of-its- kind in Canada Porsche Experience Centre. The city centre area, which welcomed over 340K visitors in 2022, is home to the Pickering Town Centre, a destination shopping mall, and this area, along with the waterfront, and north Pickering, make up the majority of the city’s main attractions. North Pickering, which encompasses the Seaton Community is being developed as one of the Canada’s largest residential and commercial areas. It also serves as an entry point to the Seaton Hiking Trail, which runs along beautiful West Duffin’s Creek through the community of Whitevale and neighbours the Rouge National Urban Park. Whitevale is another area under development with a new 44,000 sq. ft. Heritage and Community Centre, located on the current site of the Pickering Museum Village, anticipated to launch in 2026. - 66 - With the current number of attractions and abundant development, Pickering is poised to see significant growth in visitors, helping business success throughout the city and growing both the vibrancy of the community and community pride. This 2024-2027 Community Visitor Plan is the first such plan for the City of Pickering. It will serve to guide the City of Pickering staff, along with local tourism stakeholders and regional partners in welcoming more visitors to enjoy all that Pickering has to offer. This plan was developed by a steering committee with representatives from local businesses, attractions, outdoor assets, residents, and city staff. This committee assessed the challenges and opportunities for ‘visitor readiness’ across five key categories: attractions, businesses, infrastructure, customer service, and marketing/promotion. The work of the steering committee resulted in the identification of five core objectives for 2024-2027: Enhance, Welcome, Develop, Distinguish, Support. Each of these objectives has associated goals and action items and will serve as the roadmap for the 2024-2027 Community Visitor Plan. - 67 - PICKERING MUSEUM VILLAGE - 68 - Vision The City of Pickering, its businesses, organizations and residents actively share their pride of the community with visitors year-round, making it a welcoming destination so that they will return time and again. Mission - 69 - Introduction The visitor economy has a significant contribution to the health of businesses across Canada, Ontario, Central Counties and Durham Region. In 2022 tourists contributed $83B in spend across Canada and across the Central Counties (York, Durham and Headwaters regions), there were 13 million (M) overnight visits and a total of $3 billion (B) in spend. In 2019, pre-pandemic, the tourism industry in Ontario generated revenue of over $38B and in the 14 key cities and towns across Durham Region, 6.4M visitors were welcomed and contributed an estimated $692M in spend. (see Appendix I) These numbers reinforce the importance of the visitor economy and the importance of this plan. This three-year (2024-2027) Community Visitor Plan outlines the City of Pickering’s objectives, goals, and action items to achieve its ‘Vision’. With this plan, Pickering joins its neighbouring municipalities, along with its regional, provincial, and federal partners in taking a proactive role in supporting the visitor economy. (see Appendix II) This plan was developed by a steering committee comprised of a diverse group of representatives from Pickering’s tourism-related businesses and organizations, along with local residents, City of Pickering staff and representatives from the Region of Durham. The process was facilitated by Central Counties Tourism. FRENCHMAN’S BAY - 70 - The Planning Process This plan was developed with feedback from four facilitated sessions and surveys with the steering committee, as well as a community survey. The four facilitated sessions were interactive with clear objectives to support the development of the plan. Session One: The group discussed the value of the visitor economy as an economic driver, job creator and contributor to the residents’ quality of life and identified why people visit Pickering – the tourism assets and started to define ‘Success’ for Pickering. Session Two: The group ranked the tourism assets and reviewed the current visitor landscape in Pickering including: attractions, businesses, infrastructure, customer service, and marketing/promotion. Session Three: The group identified and evaluated Pickering’s tourism readiness to understand the challenges and opportunities that exist to achieve ‘Success’. Session Four: Finally, the group aligned the final ‘Vision’ for success and the objectives, goals and actions items for the Pickering Community Visitor Plan. - 71 - Tourism in Pickering Tourism Assets Pickering has a number of businesses, attractions and events that drive visitation. According to research collected, the top reasons people visit Pickering are for the Casino, Waterfront / Nautical Village, Pickering Town Centre shopping, parks/trails, dining/restaurants and cultural sites, such as Pickering Museum Village. Events were also highlighted as one of the top drivers of visitation including Pickering Casino Concerts, Winter Nights City Lights, Winter Wonderland at Millenium Square, and the Waterfront Concert Series, among many others. (see Appendix III) It was noted that Pickering is well-poised for future growth in visitation having a number of visitor assets in development including the new Heritage and Community Centre, waterfront enhancements, and further development of the Durham Live Entertainment District (new Porsche Experience Centre). Visitation Geo-fencing research was completed for 2022 for the areas of Pickering Waterfront East, West, and the City Centre. The research showed that within these areas there were over 450k visits, which contributed to an estimated visitor spend of over $40M in the City Centre area and over $10M at the waterfront. (See Appendix IV) For those visiting the Waterfront East area, it was found that the majority could be categorized in the Central Counties Tourism (CCT) visitor profile segments as ‘Family Fun’ (35%) and ‘Adventure Seekers’ (28%) and this was consistent with the Waterfront West and City Centre areas. These two segments have high potential for growth and could be key target markets to increase visitation. (See Appendix V) - 72 - Visitor Readiness - Gap Analysis The steering committee was asked to assess Pickering’s visitor readiness and identify the challenges across the key tourism asset categories: Attractions, Businesses, Infrastructure, Customer Service, and Promotion. Opportunities were then identified to address the challenges and this formed the basis to develop the objectives and action items for the plan. The opportunities were organized into five key pillars: Enhance, Welcome, Develop, Distinguish, and Support. (See Appendix VI) PICKERING MUSEUM VILLAGE - 73 - The Plan- Objectives and Goals OBJECTIVE ONE: ENHANCE Develop new visitor products / experiences to attract more visitors with more reasons to visit and come back. Goal 1: Engage tourism stakeholders to develop new tourism products / experiences. Goal 2: Develop new municipally-led tourism products / experiences. Goal 3: Solicit more group tourism events / tournaments. OBJECTIVE TWO: WELCOME Nurture a welcoming environment and pride-of-place with residents and businesses. Goal 1: Educate on / communicate the importance of the visitor economy. Goal 2: Nurture pride-of-place with Pickering residents and business owners. OBJECTIVE THREE: DEVELOP Encourage development of a visitor-friendly infrastructure. Goal 1: Provide seamless transport to, from, and within Pickering. Goal 2: Attract new accommodation providers. Goal 3: Provide on-site visitor facilities. Goal 4: Maintain, support and grow the outdoor trail network. Goal 5: Provide on-site visitor information. - 74 - OBJECTIVE FOUR: DISTINGUISH Establish a unique presence in the market for Pickering, attracting visitors to explore all there is to see and do. Goal 1: Build foundational marketing assets to promote Pickering as a destination. Goal 2: Implement a communication plan to differentiate Pickering and promote the unique visitor experiences. Goal 3: Promote Pickering as Inclusive, Diverse, Equitable & Accessible (IDEA). OBJECTIVE FIVE: SUPPORT Source the required resources to effectively manage Pickering as a visitor destination. Goal 1: Source funds and advocate for continued investment in the visitor economy. Goal 2: Recruit a team to champion and implement the Community Visitor Plan. Goal 3: Elevate the profile of the visitor economy as a municipal strategic priority. Goal 4: Collect visitor data to measure success, understand areas for improvement, and to inform marketing. PICKERING CASINO RESORT - 75 - The Plan- Action Items OBJECTIVE ONE: ENHANCE Develop new products / experiences to attract more visitors with more reasons to visit and come back. ACTION TIMING RESOURCES COST* $-low, $$-mid, $$$-high DEPARTMENT RESPONSIBLE Goal 1: Engage tourism stakeholders to develop new tourism products/experiences. 1.1.1. Host networking events to encourage collaboration among businesses / organizations for product development 1-2 per year City of Pickering Central Counties $ Lead: Economic Development Support: Community Services 1.1.2. Collaborate across municipalities to provide regional tourism experiences e.g. participate in municipal leadership meetings and networking 2024- 2027 City of Pickering Durham Tourism, Central Counties $ Lead: Economic Development Support: Community Services 1.1.3. Engage businesses to develop new tourism products /experiences /events e.g. multi-stakeholder routes / “trails”, IDEA events, multi- faceted creative industries events 2024- 2027 City of Pickering Central Counties $ Lead: Economic Development & Community Services (*Estimated Cost $-low=Under $10,000, $$-mid=$10,000 to $50,000, $$$-high=Over $50,000) - 76 - Goal 2: Develop new municipally-led tourism products / experiences. 1.2.1. Continue to host festivals / events that are unique to Pickering e.g. Fall Fling & Winter Festival 2-4 per year City of Pickering $$$ Lead: Community Services 1.2.2. Support development of new waterfront / Nautical Village experiences e.g. lifejacket rentals & kayak launches 2024- 2025 City of Pickering $$ Lead: Economic Development & Community Services 1.2.3. Develop new municipal tourism routes / “trails” through collaborations / partnerships e.g. Indigenous Art Trail, Film Set Locations Tour 2024- 2025 City of Pickering Invest Durham DEI $$ Lead: Economic Development & Office of the CAO 1.2.4. Develop and/or partner to develop shoulder season experiences e.g outdoor skating & events 2024- 2027 City of Pickering $$$ Lead: Planning Department & Operations Support: Community Services Goal 3: Solicit more group tourism events / tournaments. 1.3.1. Collaborate with local and regional stakeholders to bid-on / host more sport tourism events (align with the Pickering Arena Strategy) 2024- 2027 City of Pickering Durham Tourism $$ Lead: Economic Development & Community Services & Operations 1.3.2. Invite more visiting school groups from neighbouring schoolboards to existing attractions e.g. Pickering Museum Village, and Claremont Nature Centre etc. 2024- 2027 City of Pickering $ Lead: Community Services - 77 - OBJECTIVE TWO: WELCOME Nurture a welcoming environment and pride-of-place with residents and businesses. ACTION TIMING RESOURCES COST DEPARTMENT RESPONSIBLE Goal 1: Educate on / communicate the importance of the visitor economy. 2.1.1 Promote and communicate the importance of the visitor economy with residents, staff, and council etc. e.g. & tourism campaign, share success stories of local businesses 2024 - 2025 City of Pickering $ Lead: Economic Development 2.1.2. Roll-out a tourism ambassador training program for front line workers, seniors, high school volunteers / school clubs etc. 2024- 2027 City of Pickering Central Counties Tourism $ Lead: Economic Development & Community Services Goal 2: Nurture pride-of-place with Pickering residents and business owners. 2.2.1. Implement programs to encourage business owners and front-line employees to explore Pickering e.g. Host industry familiarization (fam) tours and/or implement a reciprocal admissions program for local attractions. 2024 City of Pickering $$ Lead: Economic Development Support: Community Services - 78 - 2.2.2. Develop and push out email communications to the resident database to promote all that is happening in Pickering. 2024 City of Pickering $ Lead: Economic Development & Corporate Communications Support: Community Services OBJECTIVE THREE: DEVELOP Encourage development of a visitor-friendly infrastructure. ACTION TIMING RESOURCES COST DEPARTMENT RESPONSIBLE Goal 1: Provide seamless transport to, from, and within Pickering. 3.1.1. Improve transportation infrastructure by advocating across municipal departments and with developers e.g. busing, walking paths Explore opportunities to coordinate transportation across the region/ province. 2024- 2027 City of Pickering Roads Dept. Durham Region Developers $$$ Lead: Engineering Services 3.1.2. Explore / promote transportation alternatives for events/ peak visitor times e.g. public transit, alt transportation rentals e.g. trolley, bus, bike, scooter 2024- 2027 City of Pickering $$ Lead: Economic Development & Community Services Support: Sustainability - 79 - 3.1.3. Explore new parking solutions e.g. support event organizers with parking options, shuttles (Go, DRT), active transportation, by-law allowance for street parking etc. 2024- 2027 City of Pickering Durham Region $$ Lead: Engineering Services Support: Economic Development, Community Services, Operations 3.1.4. Implement a way-finding strategy to promote road-side and online navigation e.g. signage, Google Maps, short message service (SMS) App etc. 2024- 2027 City of Pickering Central Counties $$ Lead: Corporate Communications Goal 2: Attract new accommodation providers. 3.2.1. Encourage development of more visitor accommodation options e.g. publicize hotel and visitation data to show business opportunity 2024- 2027 City of Pickering Central Counties $ Lead: Economic Development Goal 3: Provide on-site visitor facilities. 3.3.1. Advocate for a new purpose- built event space for larger events e.g. New Heritage & Community Centre, Seaton Community Centre 2026 City of Pickering $$$ Lead: Community Services Support: Operations, Engineering Services, Planning Department - 80 - 3.3.2. Improve availability of washroom facilities for visitors e.g. Build year-round facilities (portable or permanent) in key visitor areas and / or open existing facilities year-round. 2024- 2027 City of Pickering $$$ Lead: Operations & Engineering Services Goal 4: Maintain, support and grow the outdoor trail network. 3.4.1 Support current trail strategies including winter maintenance / grooming 2024- 2027 City of Pickering Durham Region TRCA $ Lead: Operations Support: Engineering Services 3.4.2. Improve trail connectivity to the core commerce areas e.g. signage / apps 2024- 2027 City of Pickering TRCA $$ Lead: Engineering Services Support: Operations Goal 5: Provide on-site visitor information. 3.5.1. Implement a solution to provide on-site visitor information e.g. Partner with others (e.g. Casino, Go- transit, Town Centre, TRCA) to implement self-serve information kiosks in central locations and/or procure a mobile tourism trailer 2025 City of Pickering, Businesses $$ Lead: Economic Development Support: Corporate Communications - 81 - OBJECTIVE FOUR: DISTINGUISH Establish a unique presence in the market for Pickering, attracting visitors to explore all there is to see and do. ACTION TIMING RESOURCES COST DEPARTMENT RESPONSIBLE Goal 1: Build foundational marketing assets to promote Pickering as a destination. 4.1.1. Build a dedicated Tourism Website to house visitor information (event listings, business & attraction information etc.) 2025- 2026 City of Pickering $$ Lead: Economic Development Support: Community Services 4.1.2 Explore the opportunity to add and manage dedicated social media channels and digital information e.g. Facebook, Instagram, Google etc. 2025- 2026 City of Pickering $ Lead: Economic Development, Community Services Support: Corporate Communications 4.1.3 Advocate for Tourism Promotions on current digital signage, and investigate installing digital signage in Pickering that is dedicated to Tourism 2024- 2026 City of Pickering $$$ Lead: Corporate Communications & Community Services 4.1.4 Collect visitor contact information at events / online to build visitor contact database 2024-2027 City of Pickering $$ Lead: Economic Development & Community Services - 82 - Goal 2: Implement a communication strategy to differentiate Pickering and promote the unique visitor experiences. 4.2.1. Implement a paid-media communications strategy (social media, print, PR, influencers) to promote unique experiences e.g. businesses, waterfront / Nautical Village, Casino, Pickering Museum Village. Ongoing City of Pickering Central Counties Durham Tourism $$ Lead: Corporate Communications Support: Economic Development, Community Services 4.2.2. Develop and promote bundled/ package experiences that feature attractions and businesses together (trip ideas- places to eat, stay, and play) 2024- 2027 City of Pickering Businesses $ Lead: Economic Development 4.2.3. Produce and distribute visitor content/ trip ideas for regular distribution to visitor contact database. 2025- 2026 City of Pickering $ Lead: Economic Development, Community Services Support: Corporate Communications Goal 3: Promote Pickering as Inclusive, Diverse, Equitable & Accessible (IDEA). 4.3.1. Implement marketing that represents the diversity of visitors to Pickering (age, financial status, abilities, cultures etc.) Ongoing City of Pickering $ Lead: Corporate Communications Support: Economic Development, Office of the CAO - 83 - 4.3.2. Spotlight businesses, events, attractions, and individuals etc. that represent the IDEA community in Pickering. e.g. Indigenous Artists, LGBTQ2S+ business owners etc. Quarterly City of Pickering $ Lead: Office of the CAO Support: Economic Development, Community Services OBJECTIVE FIVE: SUPPORT Source the required resources to effectively manage Pickering as a visitor destination. ACTION TIMING RESOURCES COST DEPARTMENT RESPONSIBLE Goal 1: Source funds and advocate for continued investment in the Visitor Economy. 5.1.1. Advocate for a municipal budget to support tourism development 2024 City of Pickering $ Lead: Economic Development & Community Services 5.1.2 Continue to apply for grants to support municipal tourism initiatives Ongoing City of Pickering $ Lead: Economic Development & Community Services 5.1.3 Provide tourism stakeholders with channels to source information about grant opportunities and “grant writing” training e.g. CCT, TIAO Ongoing City of Pickering Central Counties $ Lead: Economic Development & Community Services - 84 - 5.1.4. Explore the feasibility of a Municipal Accommodation Tax (MAT) 2025 City of Pickering $ Lead: Economic Development, Corporate Services & Finance 5.1.5 Explore ideas to raise funding for tourism e.g. Tourism Investment Expo 2027 City of Pickering $$ Lead: Economic Development & Community Services Goal 2: Recruit a team to champion and implement the Visitor Plan. 5.2.1. Hire dedicated tourism staff to implement against the Visitor Plan e.g. Canada Summer Jobs, college internships and co-op programs 2025- 2026 City of Pickering $$ Lead: Economic Development 5.2.2. Recruit a Tourism Panel to guide implementation of the Visitor Plan 2024- 2025 City of Pickering $ Lead: Economic Development Support: Community Services 5.2.3. Recruit volunteers and manage a volunteer / ambassador program 2024 City of Pickering $ Lead: Community Services Support: Economic Development Goal 3: Elevate the profile of the Visitor Economy as a municipal strategic priority. 5.3.1. Allocate a representative to provide the ‘voice of the visitor economy’ on other committees e.g. New Heritage 2024 City of Pickering Durham Region $ Lead: Economic Development - 85 - & Community Centre Planning, Transportation etc. 5.3.2. Schedule annual updates to staff leaders and council to communicate progress against the Visitor Plan and the importance of the visitor economy. Also consider a familiarization trip. Ongoing City of Pickering $ Lead: Economic Development & Community Services Goal 4: Collect visitor data to measure success, understand areas for improvement, and to inform marketing. 5.4.1. Measure visitation by geofencing high-traffic visitor areas to track year-over-year results 2024 City of Pickering Central Counties $ Lead: Community Services 5.4.2. Engage events and businesses to track their visitor postal codes for analysis. 2024 City of Pickering, Central Counties Businesses $ Lead: Economic Development & Community Services 5.4.3. Roll-out visitor surveys to understand satisfaction and areas for improvement. 1-2 per year City of Pickering Central Counties $ Lead: Economic Development & Community Services - 86 - FRENCHMAN’S BAY MARINA - 87 - Acknowledgements Thank you to the individuals who made up the steering committee and devoted their time to support the development of this Community Visitor Plan for the City of Pickering. Steering Committee Wayne Odegard Pickering Casino Resort Derek Mappin Pickering Casino Resort Michèle Bolton Open Studio Art Café Tina Haramis Frenchman's Bay Yacht Club Jessica Elliott Cultural Advisory Committee Michael McFarland Cultural Advisory Committee Ansonett Palmer Cultural Advisory Committee Deanna Cheriton Toronto Region Conservation Authority / Petticoat Creek C.A. Amanda Perricone Toronto Region Conservation Authority / Petticoat Creek C.A. Lorna Murphy Cushman & Wakefield Asst Services, Pickering Town Centre Lexi Whalen Land Over Landings Jim Miller Land Over Landings and Owner, Thistle Ha’ Farm, National Historic Site Laura Gibbs City of Pickering, Division Head, Culture and Community Programming / PMV / PHCC Nicole Hann City of Pickering, Public Affairs & Communications Associate, Office of the CAO Laraib Arshad City of Pickering, Economic Development & Strategic Projects Krystal Roberts City of Pickering, Acting Supervisor, Cultural Services Jesse St. Amant City of Pickering, Coordinator, Cultural Services Azeem Shah City of Pickering, Senior Advisor Creative Industries and Tourism Lisa Mackenzie Region of Durham, Tourism Specialist Eileen Kennedy Invest Durham, Region of Durham, Film/T.V. Specialist The development of this plan was facilitated with Central Counties Tourism’s Chuck Thibeault, Executive Director and Lisa John-Mackenzie, Industry Relations Manager for Durham Region. - 88 - Glossary Tourist or Visitor - The term “Tourist” or “Visitor” can have various meanings and the terms may be interchanged, but for the purposes of this report, we use the following definitions. Destination Canada defines a “Visitor” as a traveler taking a trip outside his/her usual environment, for less than a year, for any purpose (business, leisure or other personal purpose) other than to be employed.1 To measure visitation the province of Ontario defines a “Visitor” as someone who takes an overnight out-of-town trip, or an out-of-town same-day trip of 40 kilometers or more away from their home.2 Visitors could include such groups as bus tours, sports teams, or individuals visiting friends and relatives etc. Index- Index numbers are a way of expressing the difference between two measurements by designating one number as the "base", giving it the value 100 and then expressing the second number as a percentage of the first. Example: If the population of a town increased from 20,000 in 1988 to 21,000 in 1991, the population in 1991 was 105% of the population in 1988. Therefore, on a 1988 = 100 base, the population index for the town was 105 in 1991. (https://www150.statcan.gc.ca/n1/pub/11-533-x/using-utiliser/4072258-eng.htm) Example: An index for visitation is how your audience compares to the average of the area being studied, the benchmark. An index of 110 means that there is a 10% higher concentration of that specific variable within your audience than the average. An index of 100 is the average for the area Inbound Tourism Spend / Expenditure- The tourism expenditure of a non-resident visitor within the economy of reference. Unique Visitors- The average number of individuals visiting the analyzed domain, within the country and time period analyzed. A user who arrived at a site once or a number of times is a single unique visitor to that domain. - 89 - TRIEM Model- The Tourism Regional Economic Impact Model (TREIM) is a data analysis simulation tool that helps organizations and people who are interested in tourism to learn more about the economic impact of tourism in Ontario. The model is capable of simulating tourism-related economic impacts from 2010 to 2025, such as: economic impact of specific tourism events, impacts on the supply side by tourism industry sector, impacts by type of capital project for the chosen region. https://www.ontario.ca/page/tourism-regional-economic-impact-model Central Counties (RTO6) -This is the geographic area that makes up the Ontario government Regional Tourism Organization Six (RTO6). Central Counties or RTO6 includes all of Durham Region, York Region, and the Headwaters area. https://www.ontario.ca/document/tourism-regions/region-6-york-durham-and- headwaters FSA- A forward sortation area (FSA) is a way to designate a geographical unit based on the first three characters in a Canadian postal code. All postal codes that start with the same three characters—for example, K1A—are together considered an FSA. Geo-fencing- Geofencing can provide an understanding of your customers through mobility data. By creating specific geofences (a virtual geographic boundary around a particular area), you will be provided an accurate estimate of the number of people that entered the area within your specified timeframe, where they came from, the average number of times locals vs non-locals visited, and important information about the behaviors of your predominant visitors. The numbers are determined based on cell phone data collected from people above the age of 15 that have their location services enabled which is then filtered through a weighted statistical model with proper sample size. Geofence data captures the number of unique visitors, the number of trips made by those visitors, the distance they travelled from their Common Evening Location (aka their home), and provides an analysis of these cell phone holders over a specific time period. - 90 - Resources 1. https://www.destinationcanada.com/en/glossary 2. www.ontario.ca/page/tourism-regional-economic-impact-model 3. Tourism Industry Association of Canada, Tourism Jobs Matter, 2018 https://tiac-aitc.ca/_Library/Travel_Economy_Series_/JOBS_-_TIAC_Travel_Economy_Series_EN.pdf 4. Innovation, Science and Economic Development Canada, Federal Tourism Growth Strategy, 2019. https://www.ic.gc.ca/eic/site/134.nsf/vwapj/Tourism_Strategy_eng_v8.pdf/$file/Tourism_ Strategy_eng_v8.pdf 5. Destination Canada -Research Division. Tourism Fact Sheet, 2020/2019. https://www.destinationcanada.com/en/research#tourismincanada 6. https://www.destinationcanada.com/sites/default/files/archive/1792-Quarterly%20Tourism%20Snapshot%20-%20Q4%202022/DC_Quarterly_Tourism_Snapshot_Q4_EN.pdf 7. https://www150.statcan.gc.ca/n1/daily-quotidien/230526/dq230526b-eng.htm 8. Tourism Industry Association of Ontario, Quick Facts, 2019. https://www.tiaontario.ca/cpages/tourismquickfacts 9. Tourism Industry Association of Canada, Tourism Jobs Matter, 2018, https://tiac-aitc.ca/_Library/Travel_Economy_Series_/JOBS_-_TIAC_Travel_Economy_Series_EN.pdf 10. Downtowns of Durham 2019 Visitation Research, Conducted by Central Counties Tourism on behalf of Durham Tourism. 11. Tourism Industry Association of Ontario: Travel and Destination Analytics Ontario, 2018 https://www.tiaontario.ca/articles/travel-and-destination-analytics-ontario 12. Ministry of Heritage, Sport, Tourism, and Culture Industries, http://www.mtc.gov.on.ca/en/tourism/tourism.shtml 13. Ministry of Heritage, Sport, Tourism, and Culture Industries, Regional Tourism Profiles -RTO6, 2021. http://www.mtc.gov.on.ca/en/regions/regions6.shtml - 91 - Appendix I Why Tourism? The tourism industry is critical to Canada, contributing significantly to the economy and job creation. The Tourism Industry Association of Canada [TIAC] describes the tourism workforce as “the backbone of the travel economy. Our ability to provide hospitality to all visitors to Canada, and its impact on the visitor experience, keeps businesses thriving.”3 The 2019 Federal Tourism Growth Strategy: Creating Middle Class Jobs recognizes that every community has something to offer as a destination within the Canadian cultural landscape for visitors to explore.4 Tourism is one of the only sectors that employs Canadians in every area of the country. This includes every province, territory, and electoral riding. In 2019, pre-pandemic, tourism was Canada's number one service export, totaling 2% of total exports, generating $105 billion in revenue, and employing 1 in 11 Canadians with 2.1 million jobs.5 While the industry was the first and hardest hit sector during the Covid-19 pandemic (2020-2022), results from Canada’s National Travel Survey indicate that the industry is now recovering. (see National Tourism Indicators Graph below) As reported in Destination Canada’s fall 2022 Tourism Outlook6, domestic tourism spending in 2022 reached 92% of the 2019 pre-pandemic levels, with expectations for a full recovery in 2023. This 2022 domestic spending included Canadian residents who spent $69.0 billion at home and international travelers to Canada, who spent $14 billion. (US-$7.4B, overseas-$6.6B) This international spend was an increase of $3.8 billion, over the $10.0 billion spent in 2021. Despite this increase, this is still only 61.2% of what these international visitors spent in Canada during 2019, before the pandemic. The fourth quarter of 2022 showed the strongest signs of recovery, with Canadian residents taking 60.9 million domestic trips, up by 9.2 million from the fourth quarter of 2021, and reaching 97.4% of the same quarter in 2019.7 Domestic travel expenditures by Canadian residents were $14.5 billion in the fourth quarter of 2022, up 30.8% from the fourth quarter of 2021 ($11.1 billion). - 92 - Quick Facts about Tourism in Canada Tourism in Ontario The Tourism industry in Ontario has a huge impact on the economy with job creation and contribution to the provincial GDP. In 2019, pre-pandemic, the tourism industry in Ontario generated revenue of over $38B (up 11.4% from 2018), which represents 4.3% of GDP.8 This industry generated $13.3 billion in tax revenues and employed more than 396,000 people in over 200,000 businesses. In addition, tourism employs the most significant percentage of young people in Ontario (23%) aged 15-24 and grows year- round jobs in our communities.9 Tourism in Central Counties and Durham Region In 2022, there were 13 million domestic overnight visits (from 60+km away) to Central Counties (RTO6). Ten million of these overnight visits originated from Ontario, with the remaining 3 million from the rest of Canada. Together they contributed an estimated $3 billion in visitor spend to the region. htps://www150.statcan.gc.ca/n1/daily-quo�dien/230526/dq230526b-eng.htm - 93 - In a 2019 study of fourteen cities and towns in the Durham Region, the number of tourists (from 40+ km away) totaled 6.4 million, with 94% originating from Ontario.10 According to the Tourism Regional Economic Impact Model (TREIM), these Ontario tourists contributed approximately $692 million in visitor spend to Durham Region. The Tourism Industry Association of Ontario [TIAO] and Global Payments Canada released a Travel and Destination Analytics Report in October 2019.11 The report highlights findings for the 2018 inbound visitor spending trends in Ontario: • Toronto, Niagara, and Central Counties accounted for 78.9 percent of inbound spending in Ontario. • Inbound spend made up 2.3% versus domestic spend at 97.7%. For Central Counties region, this inbound spend came primarily from the United States [U.S.] (49.5%) and China (36.4%). - 94 - Appendix II Tourism Organizations Many organizations play critical support roles in Ontario’s tourism industry.12 Each of them has varying responsibilities and areas of focus to attract and service visitors and maximize the economic benefits to communities. At a local municipal level, there is a need to help coordinate and develop tourism experiences and products within the business community that can be positioned in the market at a regional, provincial, and national level. Regional Tourism Organization 6 -Central Counties Tourism Central Counties Tourism [CCT] is one of 13 Regional Tourism Organizations province- wide, funded by the Ontario Ministry of Heritage, Sport, Tourism, and Culture Industries.13 Central Counties, encompasses the regions of Durham, York, and Headwaters and coordinates, aligns and invests in product development, workforce development, strategic marketing, and investment attraction. Region of Durham -Durham Tourism and Sport Durham Durham Tourism is part of the Regional Municipality of Durham, Economic Development Division, Invest Durham. As the Destination Management Organization [DMO] for the Region, their objective is to develop and promote Durham Region to visitors with an emphasis on the areas of sports tourism under the brand Sport Durham. The Region supports eight municipalities in the following ways: • Promotes Durham Region as a destination via trade and consumer/trade shows. • Assists provincial tour operators by providing destination information. • Coordinates familiarization tours for travel trade operators and media writers. Municipal Tourism – The City of Pickering The City of Pickering has staff resourcing devoted to destination development for the city with a focus on supporting tourism operators, hosting events, marketing, advocating for enhanced visitor readiness, and collaborating with regional tourism partners. - 95 - Local Tourism Businesses Local tourism-based businesses, attractions, and events collectively make up the tourism assets for the City of Pickering and are the key drivers of the visitor economy. Pickering has many unique visitor sites and experiences, which can be promoted to enhance the residents’ pride of place. The Pickering Casino, Pickering Town Centre, Pickering Museum Village, and Nautical Village businesses, among others, are all notable tourism development partners. Partners in Tourism The products and offerings of local businesses are the foundation of the tourism economy. The hierarchy of partners works vertically through alignment, strategic marketing, investment attraction, themed product development, and funding opportunities. - 96 - Tourism Partner Tools and Resources Current Tools and Resources Tourism Support Partner To u r i s m E d u c a t i o n Re s e a r c h /T r a c k i n g Ad v o c a c y Ge n e r a l M a r k e t i n g Ta r g e t e d M a r k e t i n g Vi s i t o r I n f o r m a t i o n Wa y f i n d i n g S i g n a g e To u r i s m We b s i t e Ma p s a n d G u i d e s In d u s t r y E q u i p p i n g Co m m u n i t y -En g a g e d Destination Canada Promotes Canada’s market-ready products and experiences internationally. - 97 - Appendix III Pickering Tourism Assets Tourism is the business of attracting and serving the needs of visitors who are travelling for leisure or business. It is essential to understand the primary attractors that draw visitors to a destination to understand the visitor needs and destination development requirements. Marketing will draw visitors to a destination once; great amenities, outstanding customer service, and a welcoming community will bring them back! With input from the steering committee, an audit of Pickering’s key tourism assets was completed and these assets were ranked according to their "Tourism Strength" which includes: • how attractive the asset is to visitors? i.e. the number of visitors it attracts • how much it contributes to the visitor economy? i.e. the spending it generates • how unique the asset is to the Pickering community? • how easily the asset can be promoted to tourists? 1. Attractions Tourist attractions may draw visitors for either natural beauty, unique constructed experiences (cultural/ historic), or engaging entertainment. Inherently, it is the ‘things to see and do’ within a destination, that attract people. The lead attractions can actually generate the travel demand, and be synonymous with ‘a destination’. Pickering has a number of engaging visitor attractions that span across several categories and will continue to grow this over the next few years, with new attractions being built e.g. New Heritage and Community Centre (planned for 2026) 1) Casino 2) Waterfront 3) Arts, Culture, Heritage 4) Concerts and Shows - 98 - 5) Golf 6) Sporting Facilities 7) Kids and Family Activities 8) Entertainment/ Nightlife 9) Sports (Spectator) 2. Tourism Businesses Tourism businesses can be defined as those that help fulfill visitors’ needs, including accommodations, food and beverage, transportation, meeting and event venues, agritourism locations, specialty retail and services. Types of tourism businesses include: hotels, motels, campgrounds, bed and breakfast properties, service stations, car rental and boat charter services, transportation services (air, rail & ground), restaurants, craft breweries, and more. Pickering offers a variety of dining and shopping choices, with a destination mall, many restaurants, boutique retail shops, and markets. 1) Event Venues 2) Shopping Tourism 3) Specialty Food and Beverage 4) Unique Accommodation 5) Agri-tourism 3. Infrastructure Tourism Infrastructure includes roads, bike lanes, public transit, parking areas, wastewater and garbage disposal facilities, water and power services, access to cellular service, availability of fuels such as diesel, natural gas, propane, and gasoline, location and distance signage, and police and emergency services. The availability and quality of services and amenities available to travelers will affect a community’s ability to attract visitors. The City of Pickering has a strong network of infrastructure to support the visitor economy including a good transportation system with access by car, bus, rail, and boat. - 99 - It is a main stop for GO Transit (buses and trains), is home to the Frenchman’s Bay Yacht Club and is situated in close proximity to the Toronto Person International Airport. Pickering also provides many public parking options, parks with picnic areas (including the Rouge National Urban Park, one of the largest urban parks in North America), dog parks, and trails. 4. Customer Service Customer Service includes welcoming tourists and providing them with great hospitality by anticipating their needs and providing superior customer service, as well as being an ambassador for the city. Visitors have high expectations of the quality of personal service they receive from tourist attractions, businesses and the municipality. Providing an excellent visitor experience can help establish the reputation of a destination, such as Pickering, as being welcoming, inclusive, diverse, accessible, and an overall great experience. Today each of the tourism stakeholders provides superior customer service to directly their patrons, but there are no formalized destination management customer service efforts e.g. Tourism Ambassador Training. Pickering does not currently have a tourism information office and limited information is available online. 5. Marketing/Promotion Tourism promotion involves activities to attract and lengthen the stay of visitors. This may include managing and increasing exposure of owned media (website and social media pages). A paid media strategy can help drive traffic to desired social pages and websites. This may include co-operative advertising, attendance at travel shows, magazine articles, brochures, maps, commercial and promotional signs, travel guides, advertising (print, digital, radio or television) and tourism information centers. Promotion can also include increasing earned media, such as word-of-mouth marketing, publicity through various media outlets/ influencers and visitor reviews and ratings. The City of Pickering currently provides and manages visitor content on the City of Pickering website. Communication is currently pushed out through the City of Pickering social media channels and a resident email list is housed in the recreation database. - 100 - Tourism Asset Inventory Included is an inventory of some of the tourism assets Pickering currently offers to residents and visitors. ATTRACTIONS NATURAL ATTRACTIONS •Pickering Casino/ Hotel/ Events Space/ Concerts (The Arena) •Nautical Village •Yacht Clubs / Marina •Golf Clubs •Claremont Nature Ctr •Splash Pad •Recreation / Sports (Soccer Dome, Chestnut Hills Development) •Pickering Playing Fields (Driving Range, Mini Putt etc) •Farms- Hy Hope •Shopping- Pickering Town Centre •Restaurants (PORT, Chuuk, etc.) •VIP Cineplex Movies •Future Porsche Experience Centre •Waterfront (Frenchman's Bay, West Park, Waterfront Trail) •Trails (Seaton, Greenbelt Cycling, Conservation Lands, Trans- Canada Trail) •Parks (Rouge Nat'l, Beachpark, Millenium Square, Petticoat Creek, Enchanted Trail- Kijimba Kind) •Wildlife (Bird watching, Salmon) •Tourism "Trails" (Anne and Maud Walking Trail) •Future Durham Meadow-way •Whitevale ARTS AND CULTURE •Library Makers Space •Crock-a – Doodle •"Trails"- Haunted, Anne & Maud •Theatre- Herongate •Concerts- Durham Live •Music- Open Studio •PMV •Future Heritage & Community Centre •Public Art - 101 - 42 FESTIVALS AND EVENTS • Pickering Museum Village • Dragonboat Racing • OPG Events • Music/ Waterfront Concerts • Food Truck Festival • Farmers Markets • Open studio Music • Annual Parades • RibFest • Artfest • JamFest • The Pic Casino Events • The Arena Concerts ACTIVITIES • Dining • Watersports / Boating • Skate boarding • Lawn Boling • Shopping • Golf • Outdoor Activities (cycling, hiking) • Visiting Friends OTHER • Illuminated Bridge • Classic Cars • Film Sets • Bakeries • Gelato at Bellagios • Coffee Roaster • The Pie Guy • Big M Burgers • C'est What Brewery • Sports (Hockey, pickle ball) • Air BnB • Pacific Food Mkt • Access to TO • Go Station • Weddings - 102 - 43 Appendix IV Visitation Data- City of Pickering Research is important to understand the impact of tourism as a key economic driver and to inform business decisions and strategies. Tracking visitation numbers, understanding visitor profiles (demographics and psychographics) and monitoring trends can help gain insights into how many visitors are coming and who they are. Visitor research provides insight to support with the following: •Identifying and validating the visitors / customers based on empirical data •Maximizing Return on Investment (ROI) by targeting the right markets •Increasing visitation by aligning products/services with customers/visitors •Demonstrating the value and economic impact of tourism within a municipality/area Research Process Central Counties Tourism (RTO6) conducted a geo-fence data analysis for select areas in the City of Pickering using mobile phone data. The analysis included core visitor destination areas including the Pickering City Centre and Waterfront East and West. (see map below) Please note that the data excludes drive-through traffic and those who live or work in the selected areas. - 103 - 44 Pickering City Waterfront West - 104 - 45 Waterfront East - 105 - 46 Economic Impact from Visitation (Sample area in the City of Pickering (2022) In 2022, of the total unique visitors to the three studied areas in Pickering, 12% were “tourists” (from 40+km away). The total number of visits by these tourists were as follows: the Waterfront West (34,555), Waterfront East (79,912) and Pickering City Centre (343,636) for a total of 458,107. Using the Ministry’s Tourism Regional Economic Impact Model (TREIM), it is estimated that this visitation to Waterfront West contributed $4M, Waterfront East contributed $10.3 M, and Pickering City Centre contributed $43M, in visitor spend for Durham Region. - 106 - 47 Appendix V Visitor Market Profiles Central Counties Tourism (RTO6) has identified six visitor profiles that were created using extensive research using numeric data, mobile data geofencing, postal code audit and Prizm segmentation profiles. Each profile was matched against Central Counties Tourism stakeholder businesses and organizations. This information allows tourism businesses to better target and market to their ideal consumer. (For full descriptions, visit https://centralcounties.ca/wp-content/uploads/CCT_Visitor_Profiles_B2B.pdf) The six visitor profiles include: Passionate Putters Foodie Fanatics Adventure Seekers Art Lovers – Urbanite (Core) Family Fun Seekers Art Lovers – Community Explorer (Tactical) - 107 - 48 Key Findings - Pickering Waterfront East Visitation 2022 Based on an analysis of the “tourists” (from 40 to 100 km away) who visited the Pickering Waterfront East in 2022, the most highly represented segments in the population were ‘Family Fun’ (35%), Adventure Seekers (28%) and ‘Passionate Putters’ / ‘Art lovers’ (tactical) both represented 9%. While there is an opportunity to attract more visitors within each of these segments, the easiest to attract (i.e., lowest hanging fruit) are likely the ‘Adventure Seekers’. This segment has the highest concentration (Index*) of the Waterfront East tourists, followed by the ‘Family Fun’ segment. Though this sample is for Waterfront East, both the ‘Adventure Seekers’ and ‘Family Fun’ segments have the highest potential within the other two locations as well, and should be Pickering’s primary target markets to increase its visitation. *Index is the ratio of the segments within your tourists vs segments of residents that live 40-100 km, and it is calculated by dividing the ‘%’ by ‘Base %’. - 108 - 49 Locals Based on an analysis of the locals who visited the Pickering Waterfront East in 2022, the most highly represented segments in the population of locals were ‘Family Fun’ (31%) and ‘Passionate Putters’ (21%). The best opportunity to attract more locals is by targeting ‘Adventure Seekers’ as this group was more highly represented than they are in the average population. ‘Passionate Putters’ & ‘Family Fun’ ‘Art Lovers (Tactical)’ ‘Adventure Seekers’ ‘Art Lovers’ (Tactical & Core) ‘Family Fun’ ‘Adventure Seekers’ TOURISTS (40-100km)SegmentsLOCALS (0-40km) Index% PENBase%BaseCount%CountIndex% PENBase%BaseCount%Count 1930.3714565K282,079Adventure Seekers3598.164141K1411,522 1190.234145K4330Art Lovers (Core)290.66291.1M86,997 1050.208321K9645Art Lovers (Tactical)1302.96278K32,304 1080.21331.3M352,626Family Fun1713.9018665K3125,927 450.098326K4282Foodie Fanatics741.683121K22,034 690.1313510K9668Passionate Putters1252.8517623K2117,775 Segments by % & Index:Unique Visitors ‘LOW HANGING FRUIT’ ‘Art Lovers’ (Core) LOCALS TOURISTS(0 –40 KM)(40 –100 KM) 2022 Geo-Fence Data for Pickering Waterfront EAST - 109 - 50 Appendix VI Visitor Readiness- Gap Analysis CHALLENGES OPPORTUNITIES ENHANCE • Need more reasons to visit • Little business engagement / collaboration • Collaborate with businesses and across municipalities to build new experiences e.g. Networking events • Work with businesses to build out new visitor experiences/ “trails” • Not enough Festivals / Events • Need more year-round activities • Leverage existing assets and build on them e.g. waterfront, trails • Host unique festivals /events (Consider IDEA Events) • Embrace winter tourism • Limited Group Tourism- Need to re- engage group travel • Leverage sporting facilities to attract sport tourism events • Explore opportunity to elevate Education Tourism WELCOME • Limited understanding of the Value of Tourism • Implement programs/promotions to share the importance of the visitor economy with residents/ staff/ council • Lack of knowledge among residents of what the city offers • Residents are not advocates of Tourism • Improve resident sentiment • Engage locals to become visitor-friendly Ambassadors of Pickering DEVELOP • Insufficient Parking • Limited Public Transport • No Wayfinding signage • Advocate for transportation improvements • Look for creative solutions for parking issues • Lead wayfinding strategy - 110 - 51 • Few accommodation choices (especially N. Pickering) • Need public washrooms • No capacity to host large events • Build and present a business case to attract accommodation development • Explore the opportunity to develop a dedicated event space • Explore possibility to attract commercial presence in North Pickering • Many visitors come to use trails, but investment in trails is limited • No tourism office to provide information to visitors who are coming • Develop ways to fund investment in trails and encourage trail users to patronize commercial areas. • Provide easy access to visitor information to encourage longer visits DISTINGUISH • Lack of readily available visitor information (online and on-site) • No visitor contact information for direct messaging • Make up-to-date visitor information available • Implement push and pull communication strategy • Limited promotion of bundled experiences • Lack of awareness of what Pickering offers & what makes it unique • Implement marketing (paid and earned media) to differentiate Pickering in the market • Highlight tourism assets (businesses, attractions) • Pickering is not overtly promoting its support in embracing the movement for inclusion, diversity, equity, and accessibility (IDEA) • Showcase Pickering’s IDEA efforts to visitors e.g. reference the diverse demographic of visitors • Spotlight IDEA individuals in businesses and IDEA events in Pickering SUPPORT • Limited $ investment in Tourism for municipality and businesses need seed funding • Advocate for a municipal budget • Explore opportunities for new funding sources e.g. MAT, Events, Grants • Communicate the economic impact of the visitor economy across all staff departments and council • No dedicated municipal staff to focus solely on tourism • Engage dedicated staff and community members to help drive the - 111 - 52 needs of the visitor economy forward and execute on Pickering’s Visitor Plan •Tourism is not currently a key priorityfor the municipality •The value of tourism is often notunderstood by staff, leadership &council •Elevate Tourism as one of themunicipal strategic pillars •Educate about the value of the visitoreconomy •Today there is a limited understandingof visitor insights to measure successand inform development andmarketing. i.e. visitation,demographics, psychographics, andvisitor satisfaction •Conduct and commission research tounderstand today’s baseline and trackvisitation growth and areas forimprovement over time. Usegeofencing, postal code analysis andsurveys. - 112 -