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.
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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.
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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
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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.
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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
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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
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Equity, Diversity & Inclusion Strategy 2024-2034 – Reference Document
1
EQUITY, DIVERSITY &
INCLUSION
STRATEGY
2024 - 2034
Reference Document – January 2024
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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.
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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
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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
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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
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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
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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
.
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pickering.ca
Pickering Heritage & Community Centre
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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.
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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
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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)
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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.
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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.
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pickering.ca
New Site Map: Pickering Museum Village
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pickering.ca
Pickering Heritage & Community Centre
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pickering.ca
Pickering Heritage & Community Centre
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pickering.ca
Pickering Heritage & Community Centre
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pickering.ca
Art Garden & Public Art
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pickering.ca
Community and Recreation Programming
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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.
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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
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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
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pickering.ca
Video
16
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pickering.ca
Contact:
Laura Gibbs
(Acting) Director, Community Services
289.200.9658; 905.420.4660 ext. 3709
lgibbs@pickering.ca
17
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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.
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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
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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.
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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.
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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.
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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.
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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
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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.
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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
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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
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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.
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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
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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
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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
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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
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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
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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
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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
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C.R. Gray, LLC
10 1st Street
Key West, Florida 33040 USA305-432-6856 craig@crgray.com
Reference Letters
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C.R. Gray, LLC
10 1st Street
Key West, Florida 33040
USA305-432-6856
craig@crgray.com
Selected Press
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IMAGE 1
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IMAGE 2
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IMAGE 3
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IMAGE 4
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”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.
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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
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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
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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
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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@PickeringMuse
pickeringmuseumvillage.ca
Miller Cole
House
Gather & Grow Exhibit
January 16, 2024
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@PickeringMuse
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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.
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•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:
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•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
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@PickeringMuse
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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.
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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.
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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.
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@PickeringMuse
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•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
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•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:
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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.
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@PickeringMuse
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•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
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@PickeringMuse
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•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
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•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
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@PickeringMuse
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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
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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,
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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.
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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.
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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.
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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
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COMMUNITY VISITOR PLAN
2024-2027- DRAFT 3
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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.
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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
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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
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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.
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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
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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.
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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)
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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
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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
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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).
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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
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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%).
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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.
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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.
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Tourism Partner Tools and Resources
Current Tools and Resources
Tourism Support Partner
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Promotes Canada’s market-ready products
and experiences internationally.
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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
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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.
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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.
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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
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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
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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.
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Pickering City
Waterfront West
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45
Waterfront East
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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.
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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)
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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 %’.
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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
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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
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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
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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.
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