Comox Valley Economic Development & Tourism Work Plan 2016 investcomoxvalley.com discovercomoxvalley.com
Page 2 Table of Contents Executive Summary... 3 2015 16 Comox Valley Economic Development Society Board of Directors... 4 2015 16 Committees: Roles and Membership... 4 2016 Programs and Services... 5 Focus Area # 1 Business Retention and Enhancement... 5 Employers Talk Program... 6 Business Counts Program... 7 Export; Beyond Borders Program... 8 Agriculture Enhancement Program... 9 Discover Comox Valley Event Program... 10 Focus Area # 2 Investment Attraction and Promotion... 11 Agrifood Investment Program... 12 Destination Marketing Program... 13 Sustainable technologies Development... 14 Core Area Downtown Incentive Program... 14 Regional Industrial and Employment Land investment Marketing Program... 15 Visitor Services Opportunities Program... 16 Focus Area # 3 Economic Development Coordination, Facilitation and Communication... 17 Kòmoks First Nation Liaison Program... 18 Land and Economic Impact Analysis Model... 18 Float Plane Infrastructure Improvement Program... 19 Fixed Wing Search And Rescue and Industry Support Program... 19 Media and Communications Program... 20 Online Resource Management Program... 20 CVRD Service Agreement Appendix B... 21 CVRD Service Agreement Appendix C... 23
Page 3 Executive Summary The Comox Valley Economic Development Society (CVEDS) was established as a regional function in 1988 to provide economic development and tourism related service delivery, in a collaborative and efficient manner on behalf of Comox Valley electoral areas and municipalities. The emphasis of CVEDS strategic priorities and projects focuses on supporting local business and industry sector growth, tourism promotion, visitor services, and creating opportunities for increased small business success, employment and exports. These activities take into consideration the importance of the linkages between economic growth and sustained and growing property tax revenue utilized for local services. Additional rationale on this topic can be found in Appendix B in the CVRD Service Agreement attached. The integrated nature of the Comox Valley economy is an important and guiding economic principal and theme within the work plan for CVEDS; one of the primary rationales for local governments to support the operation and delivery of economic development service delivery on regional basis. One of the leading indicators of a regional economy is the degree of labor mobility between multiple jurisdictions. Around 40% of Comox Valley residents work elsewhere in the Comox Valley from where they live. CVEDS partners with the municipalities and the Regional District in setting five and one year service plans and sector specific strategies which build and align to community led Official Community Plans and Local Area Plan processes, and the Comox Valley Regional Growth Strategy. Further detail on the process for the developing regional plans is attached in Appendix C and includes critical input from CVEDS led sub-committees, business surveys, sector and business based focused groups, as well as consideration to Provincial and Federal strategies and global trends. This is the third annual Work Plan that has been developed since the release of the Comox Valley Regional Economic Development Strategic Plan, and the first Work Plan since the establishment of another 5 year service agreement between CVEDS and the Comox Valley Regional District. It builds upon momentum and key focus areas in Tourism, Agrifood and Business related Programs, as well as addresses emerging areas including technology & innovation, development and marketing of strategic downtown sites and incentive programs. The development of the Employment and Industrial Lands Foreign Direct Investment (FDI) Strategy at the end of 2015, coupled with updates to the framework of the Invest and Business websites, and the downtown enhancement initiatives undertaken by the Town of Comox and City of Courtenay in 2015 and continuing in 2016, have created ideal conditions with which to drive significant renewed focus in 2016 to the promotion of the regions available lands for commercial, residential and agricultural development & production, as well as for residential and entrepreneurial relocation initiatives. One of the larger projects undertaken in 2016 will be the 10 th annual BC Shellfish & Seafood Festival and Expo will be the, in partnership with well over 40 industry associations & businesses, as well as Provincial and Federal Ministry s. The event is a fine example whereby the Programs in this Work Plan coalesce around event expansion efforts, destination marketing and visitor services on the tourism side, with export and industry development on the agrifood side, providing an unprecedented venue to enhance the short term and long term wellbeing of the economy through visitation, business expansion, and new export & trade. The 2016 Work Plan continues applied focus on enhanced communications about the Society s efforts, resources and programs through social media, electronic communications, presentations and websites. There are three key Focus Areas that frame the Work Plan, flowing from the Strategic Plan; (i) Business Retention and Enhancement, (ii) Investment Attraction & Promotion, and (iii) Economic Development Coordination, Facilitation & Communication. Each Focus Area contains numerous Programs, some considered core services, which denotes CVEDS as the primary lead, while other Programs are considered support services, recognizing the importance of the Program to the regional economy, with CVEDS undertaking a supportive role.
Page 4 CVEDS Board and Sub Committees The success of the Work Plan implementation has a direct correlation to CVEDS proactive work with hundreds of companies and organizations including, for example, the two downtown Business Improvement Associations, the Comox Valley Chamber of Commerce, Comox Valley Farmers Institute, Comox Valley Exhibition, and the Comox Valley Airport. These and numerous other organizations and businesses in the region partner, provide input, and work collaboratively with the Society in its efforts to encourage the responsible expansion of the economic base of the Comox Valley. 2015 16 CVEDS Board & Executive Richard Hardy President Paul Ives Member, Town of Comox Justin Rigsby Vice President Larry Jangula Member, City of Courtenay Deana Simkin Secretary/Treasurer Jessie Ketler Member, Village of Cumberland Ian Whitehead Past President Rod Nichol Member, Comox Valley Regional District Area B Melinda Knox K'omoks First Nation Bruce Jolliffe Member, Comox Valley Regional District Area A Brad Chappell Director Edwin Grieve Member, Comox Valley Regional District Area C Bruce Turner Director Additional Hotel Room Tax Committee (AHRT) Rick Browning Best Western, The Westerly Hotel Other AHRT Anco Inn Faruk Goz Courtenay Travelodge Properties; Comox Valley Inn and Suites Jim Gardiner Crown Isle Resort & Golf Community River Heights Motel Roger McKinnon Old House Village & Spa Cona Hostel Grant Smith Holiday Inn Express Destination Marketing Advisory Committee (DMAC) Bill Anglin, Chair CVEDS Appointed Representative Faruk Goz Courtenay Travelodge Roger McKinnon Old House Village & Spa Abel O Brennan Coastal Black Estate Winery Grant Smith Holiday Inn Express Carolyn Touhey Two Eagles Lodge Rick Browning Best Western, the Westerly Hotel Deana Simkin Billy D s Pub & Bistro Jim Gardiner Crown Isle Resort & Golf Community Susan Wood Nautical Days / Comox BIA Comox Valley Signage Committee Ken Grant, Chair John Ambler Sue Finneron Susan Toresdahl Ron Webber Lara Austin Fixed Wing Search & Rescue Committee (FWSAR) Bob Mortimer Major General (Retired) Dave Mellin Honourary Colonel Fred Bigelow Brigadier General (Retired) Garry Reaume Colonel (Retired) Bill Neumann Brigadier General (Retired) David Berry Lieutenant Colonel (Retired) Jon Ambler Colonel (Retired) Joan Gordon Major (Retired) Terry Chester Colonel (Retired) Dhrur (Ab) Jagat Major (Retired) Ted Gibbon Colonel (Retired) Dan Brennan Captain (Retired) Culinary Event Expansion and Development Committee Deana Simkin Billy D s Pub & Bistro Ronald St. Pierre Locals Restaurant Abel O Brennan Coastal Black Estate Winery Barbara Hanson Blackfin Pub Sandra Viney Atlas Café Mountain Bike Sub Committee Mike Manara Mt. Washington Alpine Resort Martin Ready Island Mountain Guides Jeremy Grasby Riding Fool Hostel
Page 5 2016 Programs and Services Focus Area #1 - Business Retention and Expansion Business Retention and Enhancement (BRE) is a core focus of many economic development organizations. Parallel to the clear benefit of supporting existing businesses is the notion that, for a given business, the costs of retaining an existing customer are far lower than the costs of acquiring a new customer; the same can be said for CVEDS priority in programs and services that support retention and enhancement. Programs within this focus area are directed toward supporting existing companies & industries, and helping them expand. New for 2016 in this area is a focus on building upon existing partnerships with the Comox Valley Chamber of Commerce, and Downtown Courtenay and Comox Business Improvement areas in order to engage effectively and efficiently with local small business through the Employers Talks and Business Counts Program activities. There will also exist a specific focus on the development of the High Tech and Innovation cluster through a formal partnership agreement with the Innovation Island Technology Association and building on Employment Lands strategies proposed within the recent Employment Lands and FDI Strategy. CVEDS will continue to partner with agriculture industry associations through its Agriculture Enhancement Program including the Small Scale Food Processors, CV Farmers Institute, CV Farmers Market, BC Abattoirs, Agriculture and Agrifood Canada, and Certified Organic Association of BC, with a focus on value chain development and industry expansion. CVEDS looks forward to supporting the Comox Valley Exhibition Society in their development of an Agricultural Awareness Centre. The Tourism, Arts, Culture and Heritage Program will emphasize event expansion and event attraction, supported by sponsorship development and a grant program, as the primary means with which to drive overnight visitation and enhance the economy through tourism. PROGRAM NAME Employers Talk Business Counts FOCUS AREA AT A GLANCE PROJECT Labour Readiness Roundtable Business Visitation / Walks Program Business Counts Workshop Series Innovation Symposium 2016 Business Leaders Survey 2016 Tech Expo Export Beyond Borders Agriculture Enhancement Roundtable; Logistics & Trade Agreement 2016 BC Seafood Expo Export Products Catalogue Available Farm Lands Database Agriculture Awareness Centre Support Craft Brewers Mission Outbound and inbound trade missions Agri-food Marketing Underutilized Agriculture Land Project Discover CV Events Sport & Event Attraction & Expansion Festival & Events Resource Calendar Development & Expansion of Signature Events
Page 6 Programs and Tactics Employers Talk Program The Employers Talk Program is focused on ensuring that future employment needs in the Comox Valley are met through the provision of labour related tools and resources to local companies. The 2015 Business Counts Survey revealed that while 73% of respondents indicating no issues with retention and 63% indicated no issues with recruitment, difficulty does exist in the attraction of skilled trade s positions and was specifically noted as a barrier to growth. By working with industry partners in Food & Beverage, Construction & Trades, and Technology & Innovation, and in partnership with School District 71 and North Island College, CVEDS will host a Labour Readiness Roundtable to provide current provincial and federal labour market information, research, and tools used to address labour supply. Partnership with NIC, SD71, CVCDA Assistance provided to local employers in recruitment and retention of workforce Create awareness of professional opportunities for young professionals in the region # of partnerships created # attendance to events # of communications provided to Businesses Key information included on program invest website.
Page 7 Business Counts Program The focus of the Business Counts Program is on providing support and resources to local business in order to facilitate the reduction of common challenges, issues, and barriers to potential growth and expansion. It is widely acknowledged in the economic development field that over 80% of new investment and employment growth will come from existing businesses as long as they receive the required resources and support to continue to operate successfully and reinvest in the region. CVEDS will work with key business and industry partners including the CV Chamber of Commerce, Comox and Courtenay Downtown Business Improvement Associations, Innovation Island Technology Association, and local agriculture organizations to engage with local small businesses through a Business Visitation and Walks program, 2016 Business Leaders Survey, and a Business Counts workshop series that focuses on addressing common issues and challenges such as Online Marketing, Financing, Product Development, HR, and Business Succession. As the emergence of a strong local Technology and Innovation sector continues, CVEDS efforts to support this sector will include the delivery of events and seminars targeted towards early-stage entrepreneurs. Specifically, this will include hosting an Innovation Symposium, Early-stage Entrepreneur Workshop Series and participating in the 2016 Tech Expo in partnership with the Innovation Island Technology Association. Business Counts Advisory Committee is established Stronger engagement with business leaders and entrepreneurs Increase in # of start-up innovation and tech businesses receiving assistance and information from Invest Comox Valley # of workshops/events hosted # attendance to events # of communications provided to Businesses # of business visited/surveyed # of businesses receiving follow up one-on-one assistance Key information included on program invest website. Increase in total annual business (class 6) property tax revenue is increasing from new investment.
Page 8 Export; Beyond Borders Program The Export Beyond Borders program focusses on providing support to export ready companies and local Comox Valley exporters in the regional and international distribution of their goods and services. Growth and demand from fast growing Asian markets of China, Japan and South Korea as well as recent trade agreements such as CETA and TPP have resulted in many trade and investment opportunities for local companies, echoed by 21% of local businesses surveyed during 2015 as identifying as having exported products and/or services. CVEDS will work with and support the provincial Ministry of International Trade, Department of Foreign Affairs, Trade and Development, and Agriculture and Agri-Food Canada in distribution of provincial and national export program information around key international trade events such as the China Seafood Expo, China Global Food & Hospitality Show, Korea Food and Hotel Show, Seafood Expo Global in Brussels, Seafood Expo North America, and the Natural Products Expo in California. This will include hosting roundtable sessions with local export and supply companies to review and discuss freight and distribution challenges as well as recent trade agreement opportunities including the Korean, CETA and TPP trade agreements. CVEDS will also be working to increase local export capacity and market development by hosting a 2016 Seafood Expo, organizing a new exporters food and beverage trade mission to Seattle, hosting a Craft Brewers Mission targeted at local wineries, brewers and distillers, developing a catalogue of export ready products, and by participating at the 2016 Islands Agriculture Show. Increasing # of companies indicating they are exporting beyond the local area Development of database of exporting companies, export ready companies and products maintained # of exporters profiled in database # trade initiatives, programs and delegations # of companies exporting internationally # of companies exporting out of province but within Canada
Page 9 Agriculture Enhancement Program The Agriculture Enhancement Program is focused on supporting the development of local resource capacity needed to increase food production and growth in agrifood businesses. As the Comox Valley produces only 16% of food consumed locally, increased agriinvestment in the area will also induce more consumption of local agrifood products. CVEDS will work with local agriculture associations including the CV Farmers Institute, CV Farm Market Association, CV Exhibition, and Young Agrarians to profile and market innovative farm practices, diversity of regional producer s products, and opportunities for development and investment. Related activities will include the development of an available farm land database, success story video series, Agriculture Awareness Centre economic impact study, and an underutilized agriculture land project to support the conversion of unused agriculture land to forage for livestock and agroforestry uses. Improved communication to industry, local and provincial governments on Comox Valley Agriculture opportunities, research and data Increased opportunities for agriculture and aquaculture producers to access new markets and increase capacity Positive engagement with land owners on options for intensification lands for food production Completion of Ag Centre economic impact study Gross Farm Receipt s per ha in the ALR are defined provincially and regionally and the Comox Valley s GFR value is meeting or exceeding the provincial average Expanded agrifoodcomoxvalley.com website, resources and profiles % of land utilized for food production increases
Page 10 Discover Comox Valley Events Program Undertake a series of event development and expansion initiatives & tactics, supported, as appropriate by multi-media marketing campaigns and via leveraged funds from the Additional Hotel Room Tax, partners and the Destination BC Cooperative Marketing grant, to drive increased visitation during the shoulder season to the destination and simultaneously raise the awareness of the destination though the Valley s festival and event products to potential visitors. This includes: Sport and Event Attraction and Expansion Grant Administration; Festival and Events Industry Resource Calendar Production and Distribution; Development and Expansion of Signature Events - winterjam - January 15-31; Comox Valley Dine Around - Feb 19 to Mar 15; BC Shellfish & Seafood Festival and Expo; and Two Wheels Bike Festival, September Existing and new events or organizations are successfully applying for and being awarded funds which results in increased overnight stays Sub-Committees support the expansion and partnership development of events and work plan Tourism businesses use events calendar tool to market their own events, as well as utilized the calendar to plan leveraging tactics to grow their business New and existing Signature Event participation drives increased room nights and awareness of the region. Proven to be beneficial to tour operators, hotels and industry partners Secondary events activate local businesses and the economy in the shoulder season, and provide other product experiences for existing visitors Increased registration enhances tourism product that can drive visitation to the region Improved call to action, one-stop-shop with the ability to book vacation in one spot. Allows for upsell options with Comox Valley hotels and bookable tour operator products # of events funded # of overnight stays as a result of events, track events and impact on AHRT room revenues quarterly event calendar distribution # of website visits # of ticket sales # of expanded events # of consumer e-promos sent / reach # of subscribers Track Net Promoter Score
Page 11 Focus Area #2 Investment Attraction The investment attraction and promotion programs all have an element of generating brand recognition, awareness and defining the unique, compelling advantages about the Comox Valley key areas to external target audiences, be them new residents, tourists, or investors. The Destination Marketing Program embodies extensive partnering including with the Comox Valley Airport, the regions resorts and accommodation providers, as well as small businesses & tourism operators to pool resources and efforts in undertaking ongoing marketing to drive visitation to the region, with a primary focus on festivals & events and seasonal holidays. The approval in principal for a new DBC Cooperative Marketing grant will enable the region to undertake destination marketing to greater extent that ever before. The Visitor Service Marketing Opportunities Program is targeted to visitor intercept points to increase the number of bookings of products and experiences via the Vancouver Island Visitor Centre, though a series of micro-campaigns including the subsectors of Ride, Marine, Dine & Drink, Arts, Culture and Heritage among others. The Core Area Downtown Incentive Program provides a focus on creating tools to communication and profile the revitalization and densification programs and zones developed by the Town of Comox and under development by the City of Courtenay. The Regional Industrial and Employment Land Investment Marketing Program, supported by the recently developed Comox Valley Employment Lands Strategy, will for the first time allow the region to take the completed inventory of the available lands, and create market ready profiles to support lead generation to potential investors be it for light industrial or waste energy in Cumberland, air cargo in Comox, high value agrifood production in the Regional District areas, and densification in Courtenay. Finally, the Food, Beverage FDI Outreach and Show Attendance, leverages upon the extensive export-ready agrifood products to partner with producers to attend Provincially lead attendance at food shows in US and Asia to drive awareness to the region for export and agriinvestment. FOCUS AREA AT A GLANCE PROGRAM NAME Agrifood Investment Destination Marketing Sustainable Technology Development Core Area Downtown Incentive Regional Industrial & Employment Land Investment Marketing Visitor Services Opportunities PROJECT International Trade & Investment Shows Holiday Season Spotlights Sub-Sector Micro-Campaigns INVESTigate Investment & Residential Relocation Campaign Air Service Providers Cross-Promo Campaigns Sustainable Technologies Website Downtown Area Investment Profiles Online Available Lands Database CV Vacation Guides and Themed Product Guides Investor Profiles Policy and Regulation Advocacy Meeting and Conference Attraction Ales and Trails and Go VI DMO Partnerships Consumer Show Attendance Targeted Destination Marketing Advertising Land, Tech / Sustainability Trade Show Travel Agency License Designation CV Welcome Sign
Page 12 Programs and Tactics Agrifood Investment Program Increasing local food production and food security have been identified as both opportunities and priorities in recent food plans and studies on VI, as well as the Regional Growth Strategy and Sustainability Strategy in the Comox Valley. As only 30% of the land in the ALR is used to produce food in the CV, significant potential exists to intensify and increase food production in the area, which is the intent of the Agrifood Investment program. By working with provincial Ministries of Agriculture and International Trade, Agriculture and Agri-food Canada, CVEDS will attend 2 key international trade and investment specific shows such as the Boston Seafood Show and Korea Food and Hotel Show to profile and promote trade and investment opportunities using FDI investor ready marketing profiles. This program will also actively support industry or government led efforts to identify and resolve areas of policy and regulation that may delay or inhibit new investment in the land or marine base and therefore increased food production opportunities. Land Investment Opportunities are profiled Trade shows are identified and attended Understanding of the constraints, critical issues and opportunities relating to the future success and growth of the BC and Comox valley Shellfish Industry % of ALR land in the Comox Valley under production is increasing on an annual basis % of ALR lands that are part of existing farms and being activity farmed is increasing on an annual basis
Page 13 Destination Marketing Program General awareness ads and specific multi-media campaigns are developed, with co-op marketing partners, to leverage and drive consumers to discovercomoxvalley.com to support increased visitation, sales of tour packages & seasonal hotel deals. Campaign focus areas include: Holiday Season Spotlights (ie. Thanksgiving/Fall events, Valentines, pre-christmas shop and stays, Ski and Stay during Spring Break); Sub-Sector Bookable Micro-Campaigns; Ride, Drink & Dine, Marine Adventures, Arts Culture and Heritage; INVESTigate Investment and Residential Relocation Campaign; Air Service Providers Cross Promotion Campaigns (float plane and CVAC); Meeting and Conference Attraction; Ales and Trails DMO Campaign, Go VI DMO Partnership Campaign, Outdoor Adventure Campaign, BC Shellfish and Seafood Festival Campaign, Two Wheel Bike Festival Campaign, winterjam Festival Campaign; Consumer Show Attendance, Seattle Outdoor Show March 5-6, Calgary Outdoor Show March 19-20; Targeted Destination Marketing Advertising; Tourism VI Wine & Culinary Guide; Tourism VI Travel Planning Map; Tourism VI Vacation Guide and Outdoor Adventure Guide. Remain competitive in print media that focus on tourism publications, drive awareness to products and tours with website call to action The Comox Valley is recognized as having ongoing events, festival and special experiences and packages available, and more engagement occurs with consumers Increased awareness and bookings in the region for small to media sized meetings and conferences The Comox Valley is recognized with progressive branded ads and campaigns structured to allow for partner buy-in where appropriate and motivate visitors to engage further online and via social media Show attendance supports improved general consumer awareness of the destination and allows for contact database expansion, contesting and partnered support for exposure of bookable products available in the region Increased awareness of the Comox Valley in Western Canada and the lower mainland among young families, new skilled young professionals and entrepreneurs, supporting increased investment potential in the region and general regional awareness for tourism # contacts # of e-promos % of clicks and engagement AHRT room revenues # of groups solicited & booked # of ads or campaigns # of partners # increase in website visits # of tickets sold # of social media followers and fans # of campaigns and partners # of contest entries # of website hits # of relocation inquires # of printed distribution
Page 14 Sustainable Technologies Development In profiling Comox Valley companies, organizations, and governments online that are leading in their industry in their use of sustainable technologies, CVEDS will demonstrate to investors and entrepreneurs that the region is a leader in the sector and that the community actively supports and encourages business development using sustainable, green, and high tech practices. Website featuring Comox Valley businesses that utilize sustainable and green business practices # companies featured Visitation to website Core Area Downtown Incentive Program To drive awareness to and uptake in municipal downtown incentive and infill programs & initiatives, create a series of tools including At A Glance Program flat sheets and investor profiles with mapping to assist with marketing and communications of the individual municipal programs, attributes, available lands and unique selling propositions for investment. Program components and successes are communicated via new online web pages with links to municipal sites, as well via social media and traditional media communications to increase awareness of the programs. Municipal governments incentive programs and opportunities are profiled through online resources and tools to increase awareness of investment potential in the downtown cores # of investor profiles Key information included on program invest website # of clicks to municipal sites
Page 15 Regional Industrial and Employment Land Investment Marketing Program Creation of site specific online database of available employment lands and profiles suitable for development of biomass/waste energy industry and other appropriate development within key areas including Bevan Road Industrial Lands, YQQ Adjacent Lands, lands surrounding the new Hospital, and Aquaculture Processing lands, as identified in the Employment and Industrial Lands-based FDI Strategy. This would be undertaken in partnership, where appropriate, with Provincial and industry bodies and includes formal lead generation and attendance at key land, development, tech and sustainable business shows, including Globe 2016 Conference. Online and Incentive Program summary sheets are produced and loaded onto ICV website to support increased awareness of improved development processes and/or new incentive program structures Suitable investment lands for waste energy, sustainable technology and related investment are profiled Land Investment Opportunities are profiled Increased awareness of the economics of developments and investment activities in the Valley occurs at both local government Board and Council levels in a public and transparent way Completion of a new local government impact model pilot project # of communications with industry and developers # of website visits Potential sites and specific potential target industries identified # of Economic Impact assessments completed An Industrial and Employment Lands Strategy provides key strategies to impact the Comox Valley s ability to attract investment and business # of sub-regional target area strategies developed
Page 16 Visitor Services Opportunities Program Launch and distribute the 2016 Comox Valley Vacation Guide and themed Experience Guides, complemented by microcampaigns in social media and video production, for staggered release approach in April, and develop the enhanced 2017 Program for launch in Q4 2016. Determine viability and activation of Travel Agency License designation and online booking systems to allow for boarder, real-time product sales capacity at the VIVC. Comox Valley Signage Committee is supported with the installation and launch of the new Welcome Sign Project in spring on highway 19. Program allows for cohesive, sales oriented mechanism for tourism industry businesses to engage in the Vancouver Island Visitor Centre services, and Vacation Guide family as primary tools for the VIVC and industry to service visitors New Welcome sign project completed and launched # of businesses engaged Sales targets met # of guides and brochures distributed # of online ads produced and # of impressions # of micro campaigns activated # of bookable products # of partners recognized
Page 17 Focus Area #3 Economic Development Coordination, Facilitation and Communication The success of CVEDS activities is directly tied to its degree of engagement with partner industries groups and association in the Comox Valley. Communicating the Society s activities and successes, as well as related economic announcements and projects, including those of local governments, is an important activity, both to keep partners and stakeholders informed, but also to raise the profile of economic development opportunities & initiatives in the region. Expanding the depth of the e- communications database, and ongoing enhanced focus on social media engagement was a strong focus on 2015 and will continue to be in 2016. 2015 COMMUNICATIONS E-NEWSLETTERS/SECTOR YTD 2014 YTD 2015 % CHANGE CORE CONTACT DISTRIBUTION Tourism 16 23 44% 2400 Business 14 15 7% 2300 Agrifood 4 12 200% 140 Seafood Expo 0 21 na 1700 Aerospace 0 6 na 210 Consumer Tourism 40 66 65% 7400 There are also Programs under this Focus Area relating to supporting specific partnerships (i.e. K'ómoks First Nation, 19 Wing Comox), as well as a Land and Economic Impact Analysis Model Project to support the increased understanding of residential development impacts within the municipal cores, and the importance of ongoing engagement with the construction and development sector to support communications as it relates to municipal development permitting structures and changes. PROGRAM NAME K omoks First Nation Liaison Land & Economic Impact Analysis Model Float Plane Infrastructure Improvement FWSAR & Industry Support Media & Communications Online Resource Management FOCUS AREA AT A GLANCE PROJECT Economic Development Initiative Partnerships Impact Model Backend Data Update Economic Impact Assessments Impact Model Communication Infrastructure Improvement Support Outreach & Communications Digital Communications Media Outreach & Hosting Activities Maintenance and Enhancement Website Enhancements Economic Profile and Information Update
Page 18 Programs and Tactics K omoks First Nation Liaison Program Continue to support the K omoks First Nations on economic development activities including market development and the attraction of investment for upcoming projects in IR2 land development, tourism, shellfish aquaculture and seafood processing. Support the growth of K omoks First Nation as a leading economic development driver in the Comox Valley in areas of land development, tourism, shellfish aquaculture and seafood processing Demonstrated support of KFN development opportunities Land and Economic Impact Analysis Model Program Update completed of the Economic Impact Model with current taxation and development cost rates and provide presentations of the model to the Comox Valley Regional District, Town of Comox, and Village of Cumberland. Conduct 10 Economic Impact assessments utilizing the City of Courtenay approved Economic Impact model on subdivision, DP and Rezoning Applications via the referral that will estimate temporary construction impacts, ongoing City of Courtenay Impacts (net annual impact on City finances) and additional property tax and other related revenues for the City and local authorities. Provide the Comox Valley Development and Construction Association Collaboration with the provisions of timely communication and feedback on local government development procedures, applications and processing policies between industry and the community. CVEDS are supporting municipalities in understanding and utilizing the economic impact model to assess and consider impacts to the economy of potential developments The development and construction industry is engaged and connected to policies, trends and procedures in the development application process via local governments # of presentations # of assessments # of development related communications
Page 19 Float Plane Infrastructure Improvement Program Support infrastructure improvements in Comox Harbour that enable the ongoing provision of float plane services. This includes marketing activities to drive increased passenger loads to maintain the connectivity. Harbour infrastructure challenges are addressed and considered to support provision of ongoing or enhanced float plane services # of presentations # of meetings and infrastructure reviews # of marketing campaigns FWSAR project and Industry Support Program Monitoring the Fixed Wing Search and Rescue (FWSAR) replacement project as the federal bid review process unfolds in order to provide support to the project proponents in supply chain development, communications and advocacy for 19 Wing CFB Comox as the primary location for situation of the FWSAR training, service and maintenance facilities. FWSAR Proponents are aware of the region, and are supported, as appropriate, in the planning of training centre requirements # of outreach and support provided
Page 20 Media and Communications Program While there were 17% - 200% increase in the number of sector-based digital E-newsletter communications, and up to a 35%-44% increase in social media followers, enhanced strategies around communication will be a continued priority. This includes communicating local government economic development, business, investment and tourism news and CVEDS programs, targeted to regional businesses, associations and stakeholders, as well as to potential visitors, migrants. Tactics include Digital Communications via e-newsletters and social media engagement, press releases, media outreach & hosting activities (in partnership with regional and provincial organizations), and enhancements to the Invest CV and Discover CV websites, to allow for easier and more direct access to information and communications from the office. A particular focus will be placed on tactics increasing social media engagement and following as a primary means of communications. Increased awareness of key regional economic development, business and investment announcements, opportunities and initiatives Increased local and regional stakeholder awareness of and participation in CVEDS activities, programs and successes Increased earned media exposure generates awareness of the regions tourism opportunities and product, complementing & leveraging the marketing efforts of the region Increase social media activation drives to become a primary communications mechanism % increase of social media followers & fans Value & circulation of media coverage # of media visits % of e-newsletter distribution growth # of press releases Online Resource Maintenance Program Economic information is readily available and utilized in online and other media for CVEDS investment, business start-ups and relocation clients, and ongoing business and economic development partnerships are enhanced with regional provincial national and international delivery partners. Updated and relevant economic profile, information & content posted and reviewed in a timely and consistent way # of quarterly reviews # of updates to content & documents
Page 21 APPENDIX B SUMMARY OF ECONOMIC DEVELOPMENT DEFINITION, ROLE, ACTIVITIES Background The Comox Valley Economic Development Society was established by local governments in 1988 to deliver community economic development programs for the Comox Valley region which is currently defined geographically with the same boundaries of the Comox Valley Regional District locally, and as School District 71 Comox Valley provincially. The Society s constitution defines five core purposes: a) To promote, market and generally facilitate economic development in the Comox Valley; b) To develop and implement economic strategies for the Comox Valley to develop and assist in the development of properties and facilities for the purpose of creating new economic activates and expanding existing economic activates in the Comox Valley; c) To develop information on the economic activity in the Comox Valley; d) To promote business and information services for the Comox Valley. Each year the CVEDS Board of Directors and staff develop an Annual Work Plan, with industry and stakeholder input, which is guided by the 5 year Comox Valley Regional Economic Development Strategic Plan. The Strategic Plan includes high level connectivity to local governments Official Community Plans and their respective departments, as well as the Regional Growth Strategy and the Sustainability Strategy. This is done in recognition of the fact the Comox Valley functions as a single economic unit and CVEDS acts as a department of local governments. A component of the Annual Work Plan includes the Destination Marketing Plan, which addresses Visitor Services activities, event development and attraction, and destination marketing tactics. Definitions of Economic Development A short definition provided by the International Economic Development Council suggests that the main goal of economic development is improving the economic wellbeing of a community through efforts that entail job creation, job retention, tax base enhancements and quality of life. Role of Economic Development Economic development activities are linked directly to the two concepts of employment and investment, which in turn are factors in contributing to sustainable growth in local government tax base to support the communities and citizens quality of life. As noted in the 2014 five year economic development strategy these two concepts are pursued either by (a) building on the Comox Valley s competitive advantages and capitalizing on the employment-generating and /or investment opportunities they create, or (b) removing or minimizing barriers that are restricting employment and investment opportunities. Economic development is critical to sustaining local governments primary revenue source the property tax. The direct link to local property assessments and eventual property tax revenue from residential, commercial and industrial development alongside the economic impact from new or expanding developments and businesses and the activities and strategies put in place to support sustainable growth comprise the main role of local economic development. CVEDS provides decision makers with reliable information and tools to evaluate development opportunities - encouraging private sector investment that is aligned with market demand and community goals. The goal is to create property tax base growth to fund community services, strategically manage assets and appropriately finance longer-term liabilities.
Page 22 CVEDS assists in the evaluation of new growth opportunities and revitalization options that capitalize on existing community strengths - providing information about competitive advantages, applying models for economic impact analysis and policy tools to examine revitalization. This includes marketing and communicating these competitive advantages externally. Development related activities Linkages with local governments and ideally the entire economic development strategy should be an integral part of the broader strategic planning process for a municipality or a region. In many if not most cases, the economic development office works directly with clients and on files or projects that are either priorities of local government strategic plans, or development related applications or policy review processes. An example of economic development integration with local government departments in areas where efforts can be jointly made to build on the competitive advantage of the community or minimize barriers that may be restricting employment and/or investment opportunities is as follows: 1) Land development advocacy and local government development approval referral agency a) Provide ongoing support for increasing uniformity/standardization and best practice in approvals process and timing. b) Ensuring that Comox Valley remains competitive with neighboring communities and facilitate decreasing of barriers to development c) Identify, through ongoing evaluation of potential development projects, those that are supportive of economic vitality and long term sustainability of good paying jobs in the Comox Valley, including projects in value-added industries and other priority sectors. d) Act as third party mediator, providing support to both developers and local governments through the development approval process. e) Attract building investment of specific types in line with the desires and aspirations of the local governments. f) Assist developers with pro-formas, economic impact studies, and referrals and other assistance with the local government approval process. g) Engage with local government staff in support of policy updates and reviews, including Official Community Plans (OCPs), the Regional Growth Strategy (RGS), and others as requested. 2) Support and assistance with economic development-related municipal projects a) Provide administrative and general support for municipal projects such as downtown revitalization, marina expansion, etc., such as identifying and applying to external funding sources and providing economic and demographic data to support a business case. b) Conduct an economic impact assessment to help secure public or funding agency support. c) Undertake research into best practices for similar projects elsewhere. d) Assist with project communication to the general public and other local governments, supporting the notion that successful projects in one municipality are a benefit to the entire region. e) Act as liaison between local government and private sector stakeholders, which may include the development community, affected industry groups, local merchants, or others. f) Identify key lands in the region as prime or strategically important development sites.
Page 23 APPENDIX C FIVE YEAR ECONOMIC DEVELOPMENT STRATEGIC PLANNING PROCESS Background The five year economic development planning process is a collaborative process lead by the Society in partnership with the four local governments, K ómok s First Nation, industry, small business and the public resulting in the official community economic development plan for the contributors to the service. (Comox Valley Regional District, City of Courtenay, Town of Comox, Village of Cumberland). The objective of the plan and process is to ensure alignment with local official community plans, regional level strategies and where appropriate, local area plans, sector specific plans and policies; while adhering to accepted academic and industry and professional association standards for development and delivery of local government regional economic development services. The five year economic development plan is intended to act as a unifying and guiding strategy whereby implementation will support a sustainable and growing economy, and allow for clear communication to community members, developers, industry sectors, small business and elected officials of opportunities and activities that the communities may undertake. Scope The Society will develop for consideration, input and approval of local governments, the scope of work, budgets, requests for proposals, evaluation matrix and all other materials and requirements to coordinate and manage the contractual requirements for the completion of the plan. The general framework of the economic development planning process will include, but not necessarily be limited to, the following items for consideration: 1. Extensive statistical analysis of the regional economy, development trends, population density and demographic data with an update of community economic profiles, real estate databases, and investment data requirements and industry targeting requirements. 2. Updating, and review of accepted definitions of Economic Development 3. Opportunities to encourage long term development of industry sectors that have current or future importance and impact on the Comox Valley regional economy. 4. Policy and by-law changes or considerations that may directly improve economic activity in terms of development, small business or other areas of importance as outlined within OCP s, new research, and input from industry and community. 5. Broad Community, industry and stakeholder engagement in the form of public open houses, surveys, online and traditional media, workshops, focus groups, press releases, etc. 6. Presentations to CVRD board, local councils, business and industry associations. 7. Literature reviews of past and relevant research, studies, strategic regional and provincial level plans. 8. Review of OCP, Local Area Plans (LAPs) Regional Growth Strategies, and other related local government required documentation. 9. Society, CVRD board, council and senior staff level training, policy workshops and training on community economic development, the economy and the development of long term economic development plans and strategies for local governments. 10. Comparisons of delivery options, activities and costs across a peer group of communities. 11. Review of reporting, and completion of past five year plans and service agreements with the CVRD or local governments. 12. Client feedback surveys and engagement.