CONTENTS 02 MESSAGE FROM THE CHAIR 02 MESSAGE FROM THE CEO 03 INVESTMENT MARKETING 07 TOURISM MARKETING 09 BUILDING NIAGARA’S BRAND 11 PARTNERSHIPS 13 TRANSPORTATION & INFRASTRUCTURE 14 INCOME STATEMENT HIGHLIGHTS
Niagara Economic Development Corporation (NEDC) Highlights for 2009 In 2009 the Niagara Economic Development Corporation (NEDC) focused its efforts on strengthening alliances with area municipalities, the business community, and other economic partners to maximize Niagara’s growth potential as a diversified, vibrant regional economy. The Corporation continues to launch programs that spur investment marketing activities and create partnerships that ensure success. NEDC has placed a high value on providing direct and active support to the business community in economic sectors where Niagara has competitive advantages, and to business investors exploring Niagara as a region for realizing their expansion or new investment plans. The efforts of the Corporation are guided by the Niagara Region Council Business Plan and the Niagara Economic Growth Strategy, which underwent a major review and update in 2008 to reflect new opportunities and current market conditions.
2009 ANNUAL REPORT Our Vision:
Our Operating Principles:
Niagara Canada is a prosperous, diversified, and sustainable regional economy.
• NEDC is a strategy-driven organization. Niagara’s Economic Growth Strategy and Council’s Business Plan lay out the major priority areas that are to be addressed over the next five years. The NEDC Business Plan operationalizes the Economic Growth Strategy on a year-to-year basis. Both documents have been developed in consultation with a diverse group of stakeholders.
Our Mission: To promote, advocate, and facilitate Niagara’s business and tourism growth and competitiveness.
We Value: • The betterment of our communities brought about by innovative economic growth. • The dreams, aspirations, and entrepreneurial spirit of individuals and corporations that make investments in Niagara.
• Quality data is vital for developing effective strategies but even more important to those making large-scale investment decisions. NEDC is committed to acquiring, synthesizing, and sharing all information necessary to support good decision making.
• A balance of economic, environmental, and social considerations in the formulation of public policy that guides economic development.
• NEDC values all individuals and companies that are contemplating major investments in the Niagara region and recognizes the complexity of the investment decision making process.
• Innovative partnerships and extensive collaboration required to make great things happen.
• Partnerships are an integral part of everything that we do.
• Great leadership.
• NEDC is committed to financial responsibility and accountability. • NEDC shall be bold and highly visible in the advancement of Niagara’s economy.
‘09 annual report niagara economic development corporation
MESSAGE FROM THE CHAIR
MESSAGE FROM THE CEO During , the Niagara Economic Development Corporation (NEDC) continued to focus its collective action on the execution of its business plan, documenting Niagara’s competitive strengths in key industry sectors, and expanding its investment and tourism marketing programs.
On behalf of the Board of Directors of the Niagara Economic Development Corporation, it gives me great pleasure to present the Annual Report. Despite the economic downturn globally and in Niagara, the Board remains confident in the resiliency of the local economy. Along with other economic partners, the Board has taken steps to accelerate actions that will help spur growth that is aligned with priorities outlined in the Niagara Region Council Business Plan -, the Niagara Economic Growth Strategy -, the Niagara Growth Management Strategy and provincial Places to Grow Plan. During the year, the Board was able to leverage the collective power of community alliances to help retain and expand existing employment and to develop emerging industry clusters envisioned in the updated regional economic strategy. The Corporation will continue to anchor the vision of a diverse, enterprising Niagara by implementing actionable programs and services outlined in its Business Plan, and evaluate its efforts based on established Performance Measures. These directions will build upon initiatives that heighten awareness of the region’s competitive advantages and provide a foundation for marketing our industries, communities and lifestyle both domestically and internationally. For example, the establishment of the ‘Niagara Original’ brand is already providing a valued platform to raise awareness of Niagara as a region that is on the move, unique and aggressive in its pursuit of new opportunities. The Corporation will continue to strengthen relationships with all levels of government, the business community, institutional and community partners. It will be at the forefront in addressing significant regional economic issues and actively engage community leaders to identify and implement solutions that advance regional interests and priorities. In closing, I wish to express my appreciation for the forwardlooking guidance of our dedicated private and public sector Board volunteers, and the commitment and leadership of Patrick Gedge, CEO and his team. Dennis Parass, Chair Niagara Economic Development Corporation
NEDC BOARD OF DIRECTORS
The new ‘Niagara Original’ brand introduced in is gaining marketplace acceptance. The brand, which promotes Niagara’s unique regional identity, has received enthusiastic endorsement and provides a regional brand platform for future marketing and communications. The Niagara Original brand won two prestigious marketing awards in . Advocacy efforts continued on behalf of Niagara, including a focused “Niagara Week at Queen’s Park” initiative, a GTA business community reception, and by putting forward policy papers and briefs to enhance Niagara’s competitiveness. The Corporation joined the Ontario Technology Corridor partnership during , allowing NEDC to more cost-effectively market Niagara to priority sectors identified in Niagara's Economic Growth Strategy. Additional steps to provide business support services to seven area municipalities without full-time economic development staff were undertaken, while continuing to work closely with our economic development partners in the larger municipalities. NEDC is working collaboratively with our educational partners — Brock University, Niagara College, and the Niagara Workforce Planning Board, to promote their infrastructure projects, applied research initiatives, and workforce development programs that are so vital to Niagara’s future. As the Annual Report shows, the Corporation is actively engaging and partnering with many community organizations that are working to advance the region’s economic growth agenda. Guided by the economic strategy, NEDC will continue to undertake investment marketing and tourism initiatives focused on promoting Niagara as an attractive business location and tourism destination in a constantly changing economy. Patrick Gedge, Chief Executive Officer Niagara Economic Development Corporation
(As of December 31, 2009)
DENNIS PARASS, Chair - NEDC; Chairman, Handling Specialty Manufacturing
JACK N. LIGHTSTONE, President and Vice-Chancellor, Brock University
Limited, Grimsby
BRIAN MCMULLAN, Regional Councillor and Mayor of St. Catharines
DON WILSON, Vice Chair - NEDC; DTZ Barnicke Niagara Limited, Niagara Falls
PETER PARTINGTON, Regional Chairman, Niagara Region
COLLEEN BLAKE, Treasurer - NEDC; Executive Director, Shaw Festival
DAN PATTERSON, President, Niagara College
Theatre Foundation Canada, Niagara-on-the-Lake
KEVIN BAIN, Regional Clerk, Regional Municipality of Niagara TIM CLUTTERBUCK, Chair, Welland Hydro-Electric System Corporation DAMIAN GOULBOURNE, Regional Councillor and Mayor of Welland
REJ PICARD, CEO, Westbrook Floral Limited, Grimsby TED SALCI, Regional Councillor and Mayor of Niagara Falls MARY TURNER, Vice President, Credit Risk Management and COO, Canadian Tire Bank, Welland
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report on: investment marketing
• EMERGING ECONOMIC SECTORS • ESTABLISHED INDUSTRIES • BUSINESS RETENTION & EXPANSION
INVESTMENT MARKETING USING NIAGARA’S ECONOMIC GROWTH STRATEGY AS A FRAMEWORK, NEDC CONDUCTS COMPREHENSIVE INDUSTRY SECTOR RESEARCH AND UNDERTAKES MARKETING AND AWARENESS PROGRAMS IN PURSUIT OF INVESTMENT OPPORTUNITIES IN EMERGING ECONOMIC SECTORS THAT HAVE BEEN IDENTIFIED AS BEING VITAL TO NIAGARA’S FUTURE.
Niagara's Changing Economy Niagara’s economy is growing and transitioning, as all across Niagara, the winds of innovation are gaining momentum. Traditional economic strongholds, such as automotive, aerospace and shipbuilding, continue to function as an important part of the economy, while exciting new advanced manufacturing opportunities are emerging and dynamic new industry clusters are starting to appear. The Niagara Economic Growth Strategy is providing direction and encouraging innovative solutions to pressing development issues within the region as it was intended to do. While the Strategy remains the driving force that focuses current regional action, new economic initiatives from senior level governments, such as Canada’s Economic Action Plan and Ontario’s Growth Plan for the Greater Golden Horseshoe, and new agencies
‘09 annual report niagara economic development corporation
responsible for advancing regional economic development such as, the Federal Economic Development Agency for Southern Ontario, and Ontario’s Ministry of Research and Innovation, are underpinning new economic development options and initiatives for the future. In 2009 NEDC worked diligently to attract new investment and support business retention and expansion into Niagara. In addition to pursuing opportunities for growth and new investment in current industry sectors, NEDC also targeted emerging clusters – growing vibrant pockets of the economy that are flourishing despite the recent nature of their market debut. These tender new shoots of our economy owe their success to the production and export of innovative niche market products that are in demand around the world.
Emerging Industry Sectors Building on research conducted during 2008, NEDC’s investment marketing activities focused principally on four emerging sectors. These sectors are identified in the Niagara Economic Growth Strategy and are Environmental, Energy and other ‘Green’ Technologies; Interactive Digital Media; Bio-products, and Health and Wellness, and Life Sciences.
Environmental, Energy and other 'Green' Technologies Historically, Niagara has been at the forefront of Ontario’s ‘green’ industries, and a leader in technologies that generate renewable energy resources. Niagara’s hydro-electric power generation has global brand recognition, attracting a cluster of industries in the power generation field. Now the Region is harnessing additional power sources, from wind energy to solar and geothermal energy. Niagara is well positioned to capture a share of the market for wind energy components manufacturing; and as NEDC continues its aggressive marketing efforts at home and aboard, the region has the potential to become a major player in wind energy development. In 2009 NEDC carried out the following activities to support the continued growth of green technologies: • In partnership with the Niagara Industrial Association, exhibited at the CanWEA (Canadian Wind Energy Association) Conference and Exhibition in Toronto to position Niagara as a location for investment, and explore supply chain opportunities in this growing industry. • A Team Niagara mission to Europe in October included meetings in Denmark, Holland, Germany and Spain. Meetings focused on wind and solar energy opportunities. As a result of this mission several companies have visited Niagara and NEDC continues to work with them. The mission’s timing was coincidental with the announcement of the Ontario Green Energy Act which stimulated considerable interest in Ontario from European companies. • Attendance at the Canadian Solar Industries Association (CanSIA) Conference and Exhibition in Toronto during which meetings were held with several solar component manufacturers principally as a result of contacts made during the mission to Europe.
• NEDC produced a Wind Energy Supply Chain Directory, which is being used to promote regional companies in Canada and internationally, providing valuable information on Niagara companies that manufacture components used in wind energy production or have the capacity to do so. The region’s reliable and historical strength in metal manufacturing and machining ensures that Niagara companies alone, or in strategic alliance with companies in close proximity can supply the majority of wind turbine components.
Digital/Interactive Media In Niagara, the digital media sector is robust and growing, sustained by entrepreneurial business leaders, a pool of talented researchers and creative programmers, and a broad spectrum of products and services. Development demand, fueled by advances and convergence in communications technology and the growing expectations of consumers, are creating new digital media businesses that are becoming economic cornerstones of a new Niagara. In 2009 NEDC carried out the following activities to support the continued growth of a digital/interactive industry: • Attended the San Francisco GDC (Game Developers Conference) in March. This event included participation in meetings as a partner in the Ontario Technology Corridor. • Participated in joint marketing of the Digital/Interactive Media Sector as part of the Ontario Digital Innovation Partnership.
Bio-products Niagara has many unique competitive advantages perfectly suited to the emerging bioeconomy – a longestablished agricultural and agrifood business infrastructure; institutional bioscience research; industry expertise drawn from a number of leading-edge
companies; and abundant supplies of water, energy and biomass. In 2009 NEDC carried out the following activities to support the growth of a bioproduct industry: • Focused on promoting Niagara as a location for bioproduct investment through continued implementation of the Niagara Bioeconomy Investment Marketing plan in collaboration with local economic development partners and the Industry Canada Community Investment (ICCI) program. • Attended BIO2009 in Atlanta in May to explore potential opportunities for bio investment in Niagara as a location within Ontario’s growing bio sector and, the World Congress on Industrial Biotechnology & Bioprocessing in Montreal in July to network and promote Niagara as a competitive location for small and medium sized industrial biomanufacturing investment. • Networked with key organizations including Golden Horseshoe BioScience Network (GHBN), Ontario Agri-Food Technologies (OAFT), BioAuto Council, and Vineland Research & Innovation Centre.
Health and Wellness, and Life Sciences Niagara continued to build the capacity of its emerging health and wellness and life sciences sector in 2009. Key developments included the start of construction of the new hospital in St. Catharines; establishment of the McMaster Niagara Family Health Centre; Niagara College’s Applied Health Institute; the City of Welland’s Health and Wellness Services Growth Plan; and the Niagara Health and Bioscience Research Complex (NHBRC) being built at Brock University. This new research complex at Brock University will bring together research and industry, and play a key role in advancing Canada’s science and technology infrastructure. Construction on the NHBRC is scheduled to be completed by March 31, 2011. As new assets are firmly established, NEDC will work with its various partners to develop an investment marketing plan to more actively promote this sector as part of Niagara’s economic growth strategy.
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report on: investment marketing
Strengthening Niagara’s Manufacturing Base breed technology which resulted in the development of a comprehensive business requirements document that outlined the need for creative and technical enhancements. A Request for Quotation was sent to a number of qualified suppliers, and the successful bidder will implement the required changes to the site in 2010.
NEDC supported efforts to diversify Niagara’s manufacturing base, in partnership with local municipal economic development officers (EDOs) and the Niagara Industrial Association. NEDC led and supported numerous activities to assist in developing new opportunities for Niagara companies including the following: • Attendance at the National Buyer/Seller Forum in Edmonton, in partnership with the Niagara Development Corridor and the Niagara Industrial Association to promote local companies to buyers from companies involved in the Alberta Oil Sands Project. • The Georgia Business Development Mission focused three days of meetings with companies in Atlanta and Savannah to develop new business opportunities for regional companies. The delegation included representatives from NEDC; City of Niagara Falls; City of St. Catharines; City of Welland; Port Colborne Economic and Tourism Development Corporation and the Chairman of the Niagara Industrial Association.
Ontario's Minister of Transportation, The Hon. Jim Bradley, addresses attendees during the 2009 Niagara Industrial Buyer Seller Tradeshow in February.
• Supported the second Niagara Buyer Seller Forum held in Niagara Falls in February which aims to promote networking between local companies and the development of supply chain partnerships. • Exhibited at the Automotive Parts Manufacturers Association (APMA) Annual Conference and Exhibition in Hamilton to continue to build relationships in this sector and position Niagara as a location for investment when the sector began its recovery.
• Niagara commercial property website niagaracp.com, attracted 29,939 unique visits in 2009, and involved 250 qualified Realtor partners marketing approximately 1,308 industrial/ commercial properties across Niagara.
Agribusiness Niagara is home to over 200 greenhouse operations which represents more than 30% of Ontario's floral production. Niagara's greenhouse owner-operators have taken leadership roles in developing efficient, profitable product lines, quality standards and export markets. As well, Niagara has a well-established floriculture industry network growing a diversity of products recognized as being among the best in the world.
Site Selection • The Corporation opened 47 Business Prospect Files in 2009, with 8 files being successfully completed, facilitating the creation/retention of 130 jobs, with an estimated payroll impact of $3.7 million within Niagara. The total value of the 8 properties sold was $6,675,200. Team Niagara representatives explore new business opportunities during the 2009 Georgia Business Development Mission.
• NEDC's website niagaracanada.com attracted 116,176 unique visits in 2009. The site was reviewed and compared against best practices and best in
NEDC continued its support and advocacy initiatives for Niagara's floral and vegetable greenhouse growers during 2009.
involved the identification of 30 major redevelopment opportunities throughout Niagara and serves as a valuable information resource for brownfield redevelopers and investors.
In 2009 NEDC carried out the following activities to support the continued growth of Niagara’s Agribusiness: • Promoted Niagara’s floriculture producers and suppliers at the following shows: Wholesale Florist & Floral Supply Association (WFFSA) – Orlando, FL Canadian Produce Marketing Association (CPMA) – Toronto, ON Super Floral Show (SFS) – Atlanta, GA Canadian Greenhouse Conference – Toronto, ON Garden & Floral Expo – Toronto, ON • Published and distributed 6,500 copies of the 2009 Ontario Greenhouse Growers’ Directory & Buyer’s Guide, a widely recognized international resource book for the greenhouse industry. • Promoted Niagara’s quality greenhouse products at various venues across the province including industry trade shows, Regional Council meetings and some Regional and NEDC functions.
Promoting Niagara's Economic Success NEDC continued to promote Niagara as an ideal location for new business growth and investment to opinion leaders and decision-makers during 2009. New economic activity and investments in communities across the region were featured in the corporation’s on-line Niagara E-News bulletins; the Niagara Canada Newsletter; and in the comprehensive inventory of business news highlights NEDC maintains on its niagaracanada.com website.
The Niagara Canada Newsletter was a key promotional vehicle for new economic activity and investments in Niagara during 2009.
Smart Growth Revitalization and Return on Investment Through Redevelopment NEDC continued to aggressively market and promote smart growth and brownfield redevelopment opportunities across Niagara during 2009. • The new smarterniagara.com website was launched and received more than 23,000 unique visitors. • Federation of Canadian Municipalities sponsored multi-year project to identify Niagara's priority brownfield redevelopment opportunities was completed in 2009. “Identification and Characterization of Niagara’s Top Redevelopment Opportunities”
• NEDC continued to work in partnership with the Niagara Region to deliver the 2009 Niagara Community Design Awards. The annual awards event celebrates excellence in community design throughout Niagara, with a focus on projects that enhance the built environment, efficiently use land, and demonstrate creativity and vision.
2009 INVESTMENT MARKETING FACTS & FIGURES
11 million
advertising impressions, based on circulation and readership numbers, for campaigns involving national and local media and focused on creating sustained level of awareness of Niagara as a business location.
846
relevant outreach contacts established by the Corporation during 2009. These include contacts generated through investment marketing activities.
438
qualified investment marketing contacts were established by NEDC in 2009.
212,256
unique visitors to niagaracanada.com website.
The 2009 Niagara Community Design Awards celebrated excellence in community design throughout Niagara.
23,000
unique visits to the new smarterniagara.com website.
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report on: tourism marketing
TOURISM MARKETING THE CORPORATION'S TOURISM NIAGARA DIVISION INITIATED A NUMBER OF SUCCESSFUL TOURISM DEVELOPMENT PROJECTS WITH OTHER MUNICIPAL DESTINATION MARKETING ORGANIZATIONS (DMO’S) AND PRIVATE SECTOR PARTNERS DURING 2009.
Travel Media Program • Facilitated the placement of 72 Niagarafocused media stories in national and international newspapers, magazines, and internet outlets to promote Niagara as a desirable tourist destination. Hosted over 33 travel journalists in Niagara. The estimated Media Relations value of this coverage in 2009 was $4.9 million.
Product Development • Developed consumer information products including brochures and maps such as Niagara Seasons (400,000), Les Saisons (35,000 copies), Niagara Region Map (50,000 copies), Greater Niagara Circle Route (30,000 copies), Niagara Cycling Routes/Velo Niagara map (25,000 copies), Welland Canal Brochure (50,000 copies). • Translated two major brochures (Regional Bicycle Map (20,000 copies) and Welland Canal Brochure (10,000 copies)) into French and facilitated the printing and distribution of both publications.
• Expanded outreach activities including participation at three consumer travel shows, and three travel media conference shows.
• Joined the Tourism Marketing Committee and participated with the newly formed Niagara Sport Commission.
Tourism Partnerships
tourismniagara.com
• In partnership with Brock University and the Greenbelt Foundation, continued the development of an innovative interactive website project that will facilitate pre-packaged or customized, self-guided tours of the Niagara Greenbelt.
• Enhanced the tourism information website, www.tourismniagara.com, a major communication vehicle to market Niagara’s tourism experiences resulting in 244,000 unique visitors, with over 200 of Niagara’s private sector tourism partners financially supporting this online marketing program.
• Partnered with Twenty Valley Tourism and provided funding and in-kind marketing services to establish the successful inaugural Twenty Valley Tourism Wine Country Run in June. • Partnered with the Wineries of Niagaraon-the-Lake and provided funding and in-kind marketing services to support the Winter in Niagara Wine Country program. • Partnered with Niagara Grape & Wine Festival to provide marketing support for all annual events.
‘09 annual report niagara economic development corporation
Gateway Niagara Information Centre • Continued to provide consumer services for 149 tourism partners at the Gateway Niagara Information Centre in Grimsby and handled over 26,000 walk-in, email/mail, and phone tourism inquiries at this location in addition to selling attraction tickets, wine festival passports and making accommodation reservations.
TOURISM PARTNERSHIPS
Promoting Toronto-Niagara GO Train Service In May 2009 - for the first time ever, GO Transit announced that it would run a seasonal weekend and holiday excursion train service to the Niagara region from June 27- October 12. The purpose of the summer train excursion was to increase tourism traffic and offer a new travel opportunity for GTA-Niagara leisure traffic. The two hour trip ran between Union Station in downtown Toronto through Port Credit, Oakville, Burlington GO stations and St. Catharines and Niagara Falls VIA Rail stations. Regional Council directed NEDC “to implement a very aggressive marketing plan for the weekend GO service into the Niagara region, immediately; and that the area municipalities be approached to participate with the involvement of the City of Niagara Falls and GO Transit”. The Niagara Parks Commission put together a lure piece with various partner ads, distributed by hand at Union Station and other GO stations. Also, GO Transit initiated a significant media buy to promote the Niagara service. Announcements were shared and posted on tourism and business related websites. NEDC’s audit found more than 30 news articles and more than 35 mentions of the service on corporate websites. Social media outlets, such as Facebook, Twitter, YouTube and blogs, generated additional buzz and valuable awareness for the Niagara GO Train service. NEDC invested in a targeted eMarketing campaign to promote the Niagara Food Festival and Niagara Wine Festival, highlighting Niagara GO Train as the way to get there. Other highlights included the ‘Niagara Falls ambassadors,’ which added
Photo: City of Niagara Falls Business Development Division
a personal touch to the Niagara Falls GO experience. There was also significant earned media valued between $30,000 and $40,000. Estimated value of direct spend by various organizations, including earned media, was over $220,000. Nearly 45,000 people used the Niagara weekend train, which greatly exceeded GO Transit’s expectations. NEDC prepared and delivered a formal presentation on the marketing activities and GO train service results to the Regional Transportation Committee on September 15, 2009. In November 2009, following the success of the excursion service, GO Transit announced that it would be conducting an environmental assessment of Niagara rail commuter service expansion, a key first step in the establishment. The study is scheduled to be completed in 2010.
GO Train riders from the GTA arrive in Niagara Falls on June 27, 2009.
2009 TOURISM MARKETING FACTS & FIGURES
$4.9 million
earned media coverage generated through 72 Niagara-focused media stories facilitated by Tourism Niagara's Travel Media Program.
595,000
consumer publications printed and dsitributed to visitors and potential visitors to Niagara.
243,837
unique visits to tourismniagara.com consumer travel website.
26,000
tourism inquiries fulfilled for travellers through the Gateway Niagara Information Centre.
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report on: marketing ‘niagara’ to the world
think niagara. think original.
BUILDING NIAGARA’S BRAND NEDC’S PRIMARY MANDATE IS TO BRAND AND MARKET “NIAGARA” GLOBALLY TO HELP ATTRACT OPPORTUNITIES THAT WILL DIRECTLY STIMULATE OUR REGIONAL ECONOMY. NUMEROUS STRATEGIES AND MARKETING ACTIVITIES ARE USED TO PRESENT NIAGARA AS A VIBRANT, DIVERSIFIED REGION THAT IS “OPEN FOR BUSINESS” AND READY TO HELP EXISTING COMPANIES EXPAND THEIR OPERATIONS OR ASSIST NEW COMPANIES LOCATE THEIR OPERATIONS INTO OUR COMMUNITY. HERE’S SOME OF THE MARKETING INITIATIVES NEDC UNDERTOOK DURING 2009.
‘09 annual report niagara economic development corporation
Marketing Awards
think niagara... In 2009 NEDC launched “Niagara Success Stories”, a multi-faceted business-tobusiness marketing campaign to build awareness of Niagara as an attractive and competitive business location. The campaign featured 11 successful Niagara-based businesses that are in innovative and non-traditional sectors of Niagara’s economy. The campaign included a compelling video published on NEDC’s niagaracanada.com website, newspaper inserts, stand-alone brochures, and advertising in targeted business publications such as Canadian Business, Profit magazine, and Financial Post magazine with an estimated total reach of over 10.2 million readers. • NEDC re-branded and packaged its investment marketing materials to highlight Niagara’s Growth Strategy’s focus on emerging industry clusters in digital interactive media, wind and solar energy, and bio-products. Select publications were translated into German and Spanish for European target audiences. • The Niagara Original brand was launched in 2008 after a need to develop a stronger branding position for Niagara was identified as a priority item in Niagara’s Economic Growth Strategy. The Niagara Original brand is the positioning and design platform upon which Niagara is using to tell its unique story to the world. In November of 2009, NEDC held a one-year anniversary event to recognize how the brand is being brought to life by Niagara’s businesses, organizations, and municipal partners through its use in various marketing activities. The signature “N” logo is
In 2009 NEDC’s successful marketing programs were recognized by several industry and professional associations. • The Niagara Original brand was awarded Best of Category honours during the 2009 Marketing Canada Awards which were presented as part of the Economic Developers Association of Canada’s (EDAC) 41st National Conference on September 20, 2009.
gaining widespread usage and adaptation by partners proud to be part of Niagara, and eager to help brand our community as a progressive place in which to work, live, or play.
icewine
agritourism
industry
port colborne
performing arts
produce
history
parks
research
Successful, innovative and ‘original’ Niagara-based business leaders were featured in an targeted business-to-business marketing campaign during 2009.
• In October 2009, at the annual Canadian Urban Institute Conference, NEDC was presented with a marketing award for the establishment and marketing of “Niagara’s Top Redevelopment Opportunities”: a comprehensive inventory of the top 90 redevelopment opportunities in the Niagara region. • On December 30, 2009 NEDC was informed that it had won two more marketing awards, this time from the Economic Developers Council of Ontario (EDCO). It received an EDCO Award of Excellence in Marketing for the Niagara Original brand and an Award of Merit for its Business Directory, a comprehensive listing of 2,780 businesses from Niagara.
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report on: partnerships & regional initiatives
PARTNERSHIPS MANY OF NEDC’S ACTIVITIES ARE CARRIED OUT IN PARTNERSHIP WITH OTHER PUBLIC, PRIVATE, AND NOT-FOR-PROFIT ORGANIZATIONS. THESE PARTNERS ARE LOCATED IN NIAGARA, ONTARIO, CANADA AND THE UNITED STATES DEPENDING ON THE PARTICULAR INITIATIVE. IN SOME CASES THESE PARTNERSHIPS INCLUDE FINANCIAL SUPPORT (BOTH WAYS), AND IN OTHER CASES WE ARE LEVERAGING OUR RESPECTIVE EXPERIENCE AND EXPERTISE TO ACHIEVE MUTUAL GOALS.
Building a Stronger Collective Voice for Niagara Ontario Technology Corridor Partnership
Throughout 2009, the Corporation, in collaboration with Regional Council and the private sector, continued to promote Niagara’s economic development interests to both provincial and federal governments.
Niagara Week 2009 • For the fifth successive year, Niagara Week was held at Queen’s Park to promote the interests of Niagara to provincial ministers and senior staff as well as recognizing the assistance that had been given to the region throughout the previous year. During an intensive schedule of meetings, throughout three days, provincial representatives were briefed on Niagara's priority infrastructure and business development issues. • Regional political and business leaders continued to meet with federal ministers and senior staff to discuss programs and policies that could help
Dr. Tim Nohara, President Accipiter Radar Technologies Inc. attends the Businessto-Business Reception in Toronto during Niagara Week 2009. Niagara expand its economic base, enhance trade relations, and improve border crossings in Niagara. • Business leaders in Toronto were invited to the second business reception held during Niagara Week. The Niagara Original brand was promoted at this event to strengthen the image of the region to this market.
‘09 annual report niagara economic development corporation
• NEDC joined the Ontario Technology Corridor and partnered with Canada’s Technology Triangle, London Economic Development, Greater Toronto Marketing Association, Ottawa Centre for Research and Innovation, and the provincial Ministry of Economic Development and Trade to jointly identify and promote information and communication technologies and digital interactive media opportunities for Niagara.
Funding Facilitator • Facilitated funding from the Province of Ontario to the City of St. Catharines for a Digital Interactive Media and Marketing Strategy Development initiative, and to the City of Port Colborne for the development of an economic development strategy.
and local solutions. A good example of this partnership in 2009 was the development of the Integrated Local Labour Market Plan that provides important leadership in the continuing development of Niagara’s overall labour market and future talent pool.
• Facilitated funding from the Province of Ontario to conduct a feasibility study for establishing a local food distribution initiative in Niagara for the Regional Chair’s Agricultural Task Force in support of local food.
Niagara 1812 Bicentennial Council • NEDC actively supported initiatives related to the Niagara 1812 Bicentennial Council Corporation during 2009. International in scope, the bicentennial will be a unique opportunity to showcase Niagara’s cultural heritage to tourists and residents, stimulating tourist spending and positioning Niagara as a rich location to live, work or visit.
2015 Pan American Games • In November it was announced that Toronto had won the right to host the 2015 Pan American Games. This announcement was the culmination of 18 months of work organizing and preparing the successful bid which involved municipalities in and around Toronto, the Golden Horseshoe, and Niagara. • NEDC was a supporter and active member of the Niagara 2015 Pan American Games Steering Committee that worked on the bid with Toronto. • St. Catharines' Martindale Pond will host the rowing competition and Welland the canoeing, kayaking, and long-distance swimming. Niagara Falls will have a welcome centre for athletes and families. About $10 million will be spent in Welland in preparation for the Games, with upper-levels of government committed to spending $5.6 million and $4.4 million coming from the municipality, Niagara Region, and other partnerships. Upgrades will be made to the Welland rowing course and will lead to a variety of improvements along the Welland International Flatwater Racing Centre. • The estimated number of visitors that will come into Southern Ontario is 250,000. The economic impact for the Games will range between $1.5 and 2 billion.
Government Relations
NEDC CEO Patrick Gedge, Regional Chair Peter Partington and NEDC Chair Dennis Parass celebrate the launch of the Niagara Success Stories media campaign.
• Regularly supported government relations priorities of the Regional Chair regarding economic development policies, programs, and priorities.
Niagara Sport Commission • June 23, 2009 saw the launch of the Niagara Sport Commission, a nonprofit entity created to leverage the economic and health benefits of sport for the betterment of the residents of Niagara. The purpose of the Commission is to coordinate and support the efforts of local organizations to attract and host sporting events, and in their efforts to deliver high-quality sport and physical activity programs. • NEDC is committed to helping establish Niagara as a destination for sport tourism events and it has been an active supporter of the new Niagara Sports Commission. NEDC is a member of the Commission’s Advisory Committee that oversees six sub-committees, such as games bidding and sport tourism marketing.
Planning Board
2009 PARTNERSHIP NETWORK NEDC continued to build and strengthen its partnership network. In 2009, the Corporation was directly engaged in: • Bicentennial of War of 1812 Legacy Council • Brock University • Destination Niagara • Integrated Local Labour Market Planning Committee • Niagara 2015 Pan Am Games bid committee
• The Niagara Workforce Planning Board (NWPB) is a community based, non-profit organization that champions workforce and labour market development. The Board brings together business, labour and community representatives to conduct research, identify labour market trends and develop solutions to ensure local labour market resources meet the current needs and emerging opportunities of the Niagara region economy.
• Niagara College
• NEDC works closely with the NWPB on task forces, councils, study teams and workshops that provide an economic perspective on directions decisions
• World Trade Centre of Buffalo Niagara
• Niagara Immigrant Employment Council • Niagara Interactive Media Generator (nGen) • Niagara Workforce Planning Board • Ports Niagara • St. Catharines/Thorold Prosperity Council
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report on: improving transportation and infrastructure
TRANSPORTATION & INFRASTRUCTURE TRANSPORTATION AND INFRASTRUCTURE ARE KEY PILLARS OF NIAGARA’S ECONOMIC GROWTH STRATEGY. EXPANDED HIGHWAYS AND BETTER TRANSPORTATION ARE BUILDING BLOCKS THAT WILL ENABLE US TO BE MORE COMPETITIVE. UTILIZING OUR COLLECTIVE ASSETS AND MARKETING THEIR INTRINSIC VALUE IS A KEY COMPONENT TO NEDC’S BUSINESS MARKETING STRATEGY.
The strategic importance of having an efficient transportation system to move Niagara’s commodities and finished manufactured products among the consumer markets of the North American economy has become a development priority for Niagara. Building on the Wilbur Smith report, “Niagara to GTA Corridor: Opening New Economic Opportunities,” NEDC has become increasingly aggressive in lobbying for strategic transportation infrastructure investment. The convergence of major transportation initiatives presently being contemplated provincially, federally, and bi-nationally creates a unique opportunity for Niagara to fundamentally reposition itself.
Border Gateway • In 2009, NEDC continued its role as policy advocate to Provincial and Federal governments on transportation and border gateway development through membership in the Southern Ontario Gateway Council.
Ports Niagara • NEDC is a key financial supporter and founding partner of Ports Niagara. This new joint marketing initiative takes all the assets and infrastructure adjacent to the Welland Canal such as docks, rail spurs, roads, warehousing, marine services and development land, and packages them together. Ports Niagara will clearly identify and help position
‘09 annual report niagara economic development corporation
Niagara as a multimodal transportation hub and help to build Niagara's strategic advantage for businesses seeking locations on the Great Lakes.
GO Transit • The Corporation supported Regional Council and local municipal efforts to bring GO Transit services to Niagara by coordinating and supporting the development and execution of marketing initiatives to help boost GO Transit train ridership for the 2010 tourist season. Ridership on the weekend summer excursion train service was over 1400 per day, well exceeding the initial target of 500 passengers per day.
2009 FINANCIALS Niagara Economic Development Corporation Income Statement Highlights For the period ended December 31, 2009
Self Generated 18% Governance 26% Economic Development 51%
Province of Ontario 24%
Tourism Destination Marketing 23%
Niagara Region (Operating) 53%
Government of Canada Niagara Region (Transfers) 1% 4%
EXPENDITURES ..........................................(in thousands of dollars)
REVENUE .........................................................(in thousands of dollars)
Economic Development ...............................................................$1,884
Niagara Region - Operating........................................................ $1,904
Tourism Destination Marketing ......................................................858
Niagara Region - Transfers .................................................................145
Governance.................................................................................................973
Government of Canada Funding .......................................................49
TOTAL EXPENDITURES..................................................................$3,715
Province of Ontario Funding............................................................. 856 Self Generated ..........................................................................................648 TOTAL REVENUE ...............................................................................$3,601
External Project Funding in 2009 Ontario Ministry of Economic Development and Trade
Invest Canada
• $683,000 for Smart Growth/Brownfield projects, and economic development/trade projects
• $49,000 for Community Initiatives Emerging Sectors Project
Ontario Ministry of Tourism
Ontario’s Horticulture Industry
• $173,000 for Niagara Tourism Strategy/Destination Niagara
• $89,000 to support the development and publishing of the 2009 Ontario Greenhouse Growers’ Directory & Buyer’s Guide and marketing program
Tourism Industry Partners • $183,000 for cost-shared marketing programs Ontario Greenbelt Foundation • $76,000 towards third year of a three year ($219,000) project to create unique tourism routes database and website in partnership with Brock University, Ontario Greenbelt Foundation, and Destination Marketing Organizations
Niagara Branding • $200,000 from Regional Municipality of Niagara for marketing of Niagara Tourism Franco-Niagara • $33,000 towards Niagara's French language tourism marketing program
Printed copies of the 2009 Audited Financial Statements may be obtained by contacting the Niagara Economic Development Corporation finance department or they can be viewed online at www.niagaracanada.com.
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Municipal Partners The Niagara Economic Development Corporation recognizes and thanks its municipal and economic development partners.
Niagara Region
Fort Erie
Port Colborne
Grimsby
Lincoln
St. Catharines
Thorold
Niagara Falls
Wainfleet
Niagara-onthe-Lake
Welland
Pelham
West Lincoln
Community Partners The Niagara Economic Development Corporation thanks its many public and private sector community partners for their on-going support of the Corporation’s investment marketing and tourism destination programs.
P.O. Box 1042 Thorold, ON CANADA L2V 4T7 Tel. (905) 685-1308 • E-mail: info@niagaracanada.com Web: www.niagaracanada.com
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