Table of Contents Department / Division Overviews.............................................. 3 Economic Development and Communications Department............................. 4 Corporate Communications Division........................................... 15 Economic Development Division.............................................. 21 Current Budget Highlights................................................... 31 Consolidated Change from 2012............................................... 32 Staff Additions Summary.................................................... 33 Capital Budget and Forecast.................................................. 35 2013 Capital Budget & 2013-2021 Capital Forecast................................... 36 2013 Capital Budget Project Detail Summaries.................................... 37 1
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Department / Division Overviews 3
Department Overview Department: Economic Development and Communications Commissioner: Dennis Cutajar What function(s) does the Economic Development & Communications Department provide? The Economic Development and Communications Department is responsible for the planning and delivery of the following municipal services. Services are organized in two Divisions and ten Program Streams. o ECONOMIC DEVELOPMENT DIVISION Small Business Services assists with the formation, innovation and growth of small and medium-sized businesses and employment in Brampton Business Development and Marketing Services focuses on attracting new business establishments, investment, employment and ICI development to Brampton in targeted sectors and locations Central Area Economic Development facilitates the attraction, retention and expansion of business establishments, employment and investment in the Queen Street Corridor between Mississauga Road and Highway 50 Business Information and Competitive Policy specializes in collecting, analyzing, reporting and communicating/disseminate competitive and comparative economic, market, financial and real estate information supporting policy, business development and marketing plans in Brampton. Business Retention and Expansion assists existing and new companies with policy and process issues that relate to their production/service mandates and administrative functions, their employees and facilities in Brampton Tourism Services focuses on promoting activities that attract visitors to Brampton venues and targeted special events in key market segments 4
Department Overview Foreign Investment Attraction will be focused on putting the City of Brampton on the global platform as one of the top choices for investment, while making it competitive and earning its rightful share in the GTA o CORPORATE COMMUNICATIONS DIVISION Communications Advisory Services offers corporate communications consulting services to all departments across the organization, including Council and its Committees. This section works closely with our internal design and production, media communications and corporate events teams to ensure that client projects and campaigns are completed on time, on budget and on strategy, and positively promote the City s many services and programs Corporate Events and Protocol is responsible for the planning and execution of corporate events including, among others, the Mayor s New Year s Day Levee, Brampton Day, and the Annual Christmas Tree Lighting. In addition, Corporate Events staff is available for consultation support for department-led events such as the Urban Design Awards and also supports community-led events such as Remembrance Day and Day of Mourning Graphic Design and Production coordinates the design and production of all corporate and departmental print production collateral, including advertising, brochures and publications. The section is responsible for ensuring that all City-produced publications reflect a high quality of graphic standards and brand integrity Media Communications manages the City s media relations, including coordinating and responding to inquiries and requests from the media for information and interviews with City staff; issues management, including identifying emerging issues, tracking and monitoring ongoing issues; and corporate writing services, including the development and production of a number of corporate publications including Council Communications such as the Ward Calendar, City Matters Newsletter, and the Corporate Annual Report. 5
Department Overview Goals and Objectives Corporate Goals Management of the department s services is aligned with these corporate goals: Department Goals o Service/ Operational Excellence o Fiscal Responsibility o Environmental Stewardship and Responsible Growth Management o Customer Service and Community Outreach o Employer of Choice A Skilled and Motivated Workforce Create a prosperous and more diverse local economy by encouraging and promoting a balance of retail, office and low-to-medium-rise residential development in Brampton s downtown and central corridor; and targeted industrial-commercial employment growth in planned business park locations in east and west Brampton. Create, retain and invest in job creation by promoting an enhanced technology infrastructure; expanded transportation systems such as road-highway networks and rapid transit systems; manage a cost-value balance associated with conducting business in Brampton; and make it easy for investors to obtain strategic economic development information and professional resources at the City of Brampton. Attract and retain local and international knowledge-based business investment by partnering with the Sheridan Institute of Technology and Advanced Learning, industry, industry associations and government to create a distinct cluster of innovation and excellence in advanced manufacturing, design and technology sectors. In partnership with local business associations, city departments, senior levels of government, dining establishments and hoteliers, promote Brampton s tourism destinations, such as the historic downtown; floral and building heritage; arts, culture and entertainment venues (CREATIVE ECONOMY); parks, forests, sports activities, beaches and pathway systems; and environmental/agricultural areas. In partnership with local business associations and senior levels of government, actively promote local job growth through entrepreneurial awareness and small business development. For example, the SBEC would facilitate mentoring, business planning, technology awareness, access to training and capital, new satellite centres, networking opportunities, programs for, and strategic partnerships associated with, developing lifelong skills. 6
Department Overview Through effective Corporate Communication Services strengthen Brampton s identity as a leading Canadian municipality that represents high quality services. Brampton offers an outstanding quality of life for businesses, visitors and residents. Celebrate the rich history, innovation and excellence associated with City of Brampton services, community leadership, volunteerism and business accomplishments. Specific Measures The following are anticipated outcomes from the services provided by the Department: Service Drivers o Activities that assist in the attraction of new business from key industry sectors and targeted domestic and international markets o Activities that assist in retaining existing Brampton based businesses o Support the expansion of existing businesses in Brampton o Assist and support the formation, innovation and growth of Small Business in Brampton o Attraction of overnight visitors to Brampton based tourism venues o Engage businesses in the promotion of Brampton as a place to invest o Effective corporate communication in the delivery of City services o Strengthen the City s brand identity with key internal and external stakeholders and to support the City in achieving its corporate priorities and initiatives through effective strategic communications o Support the City s Economic Development Vision: A Dynamic and Prosperous Economy o Support the City s Economic Development Mission: Continue to foster the emergence of Brampton as one of Canada s dynamic and prosperous municipalities, by creating a positive economic impact in strategic locations of Brampton, including the Central Area and designated employment locations o Support the City s Economic Development Goals: 1. Attract Brampton s Share of Growth in Ontario 2. Support a Competitive and Business-Friendly Climate 3. Achieve Excellence in Advanced Manufacturing and Technology Sectors 4. Promote Brampton s Tourism Destinations 5. Support the Formation and Nurturing of New Business 7
Department Overview o Celebrate Brampton as a City with outstanding quality services and amenities o Effective strategic corporate communication services. Excellence in communication planning, graphic design, media communications and event planning. Please see the Corporate Communications Division and the Economic Development Division sections of this Plan for specific Service Drivers in each municipal service area. 2012 Department Accomplishments/Achievements The following corporate priorities were managed by the Economic Development and Communications Department in 2012: 1. Inaugural HACE Creative Economy Summit (Feb 2, 2012) 2. International Business Development Plan Adopted 3. Art of Jazz Grant Approval and Event Support 4. Development and Execution of 2012 Corporate/Departmental Communication Plans 5. Brampton Day Event Plan & Execution 2012 6. 2011 Census Results - Brampton Research Bulletins - 7. Presentation to BDDC Board on 2012 EDO Plan 8. 2011 Brampton Employer Census Findings Released 9. Peel Memorial Task Force Committee Participation 10. Peel Memorial Centre for Integrated Health and Wellness $60M Grant Agreement 11. Advertising of Municipal Property Review Panel SOP 12. Pan Am 2015 Feasibility Analysis on Sports Events and Venues in Brampton 13. Miami Beach Sister City Garden Feasibility Analysis 14. CN Downtown Bridge Banner Program: Renew 5-Year Contract with Vendor; Install Spring- Summer New Banners 15. City Hall Clock Tower Banner Redesign and Engineer Banner Equipment for Launch in 2013 16. Brampton Farmers Market (June to October) Launched Year 1 of Council Strategy 17. Council Constituency Communications Program 2012-2014 18. GTMA International Marketing Services Agreement 2012 19. HACE Creative Economy Action Plan Next 24 Months, Round Table Approval 20. PA Sports Centre OHL Lease and License Agreement Staff Report on Capital Improvements at the PowerAde Centre Authorization to Proceed 21. Push Green Economic Development Plan 22. Support Safe City in the Re-designation of Brampton as a WHO Safe Community 23. New Service - Accomplishment Sign Program at Gateway Locations 24. India, Brazil and China Business Development Missions 25. Corporate Annual Report 2011 26. Launch New Business-Community (Economic Development) Marketing Strategy 27. EDO Move Plan (Location, Adjacency, Prelim Functional Design), to Ground Floor City Hall 8
Department Overview 28. Service Plan/Budget 2013 29. New Sports Tourism Business Plan - A Partnership with Tourism Toronto 30. Minor Charitable Donations Program 31. Lunch and Dinner Community Sponsorship Program 32. PowerAde Centre Community Suite Program 2013 Service Initiatives In addition to maintaining existing levels of service the following new Strategic Initiatives are proposed in 2013. 1. In line with community and civic protocol and etiquette services offered by large municipal governments, introduce a formal dedicated municipal protocol services function at the City of Brampton by consolidating existing services into one strategic organization. A functionand-fit plan (including budget and staff resources) in support of the creation of an Office of Protocol shall be submitted to Budget Committee for deliberation. 2. In order to promote the existing location strengths, infrastructure assets and current market challenges of the Queen Street corridor, prepare a new sales/business development and marketing plan that includes municipal financial and planning incentive tools designed to entice/attract business investment in target markets (including residential, nonresidential opportunities). 3. In support of sustaining the HACE Creative Economy Strategy, and the recently approved Action Plan by the municipal-community based Round Table, seek funding approval of a professional staff member within the Economic Development Office to lead this new sector based strategy. 4. Given the growing demand of social media communications, prepare a Function, Service Level, Organizational Design and Implementation Plan managed by the Corporate Communications Division. 5. Create a highly professional business client presentation centre within a new Economic Development Office located on the main floor of City Hall. Seek approval of one-time capital budget resources to the Economic Development Office for their Client Focused Needs Plan associated with a new office location on the 1 st Floor of City Hall in 2013/2014. 9
Department Overview 6. Provide corporate communications expertise, assistance and support to City Manager and Director of HR in the development of an Employee Communications Strategy (including communication staff resource implications), that is aligned with an HR Master Plan. Please refer to the respective divisional overviews for specific program and service initiatives. Organizational Structure Commissioner, Economic Development & Corporate Communications Cutajar, Dennis (Mr.) Director Economic Development Saeed, Sohail (Mr.) Director, Corp Comm'n Srvcs Upper, T-Jay (Ms.) Foreign Investment Officer (Approved 2013) Coordinator HACE Program Creative Economy (Approved 2013) Sr. Advisor Media Com (Specialty Media) (Approved 2013) 10
Department Overview Current Budget Financial Summary ($000s) 2012 BUDGET 2012 ACTUALS* 2013 BUDGET VARIANCE 2013 BUDGET VS 2012 BUDGET % CHANGE DIVISIONAL BREAKDOWN CORPORATE COMMUNICATIONS $2,624 $2,651 $2,775 $151 5.7% ECONOMIC DEVELOPMENT $3,288 $3,317 $3,700 $412 12.5% Net Expenditures $5,912 $5,968 $6,475 $563 9.5% BREAKDOWN BY CATEGORY Labour Expenditures $4,317 $4,418 $4,822 $505 11.7% Other Expenditures $1,857 $1,779 $1,880 $23 1.2% Total Expenditures $6,174 $6,196 $6,702 $528 8.6% Gross Revenues ($262) ($229) ($227) $35-13.4% Net Expenditures $5,912 $5,968 $6,475 $563 9.5% *Forecast year-end actuals based on August 31 st, 2012 actual results Note: Figures in the table may not add due to rounding 2013 Net Expenditures by Division CORPORATE COMMUNICATIONS 42.9% ECONOMIC DEVELOPMENT 57.1% 11
Department Overview 2013 Budgeted Expenditures and Revenues by Type ($000s) 2012 BUDGET 2012 ACTUALS* 2013 BUDGET 2013 BUDGET VS 2012 BUDGET % CHANGE EXPENDITURES BY TYPE SALARIES, WAGES AND BENEFITS $4,317 $4,418 $4,822 $505 11.7% OFFICE AND ADMINISTRATIVE $73 $73 $79 $7 9.2% ADVERTISING, MARKETING & PROMOTION $1,170 $1,096 $1,151 ($19) -1.6% STAFF DEVELOPMENT $19 $20 $28 $8 42.4% PROFESSIONAL SERVICES $11 $11 $11 $0 0.0% REPAIRS, MAINTENANCE AND MATERIALS $10 $10 $10 $0 0.0% CONTRACTED SERVICES $541 $536 $568 $27 5.0% UTILITIES AND FUEL $13 $13 $13 $0 0.0% GRANTS, SUBSIDIES AND DONATIONS $14 $14 $14 $0 0.0% CONTRIBUTION TO RESERVES AND CAPITAL $6 $6 $6 $0 0.0% Total Expenditures by Type $6,174 $6,196 $6,702 $528 8.6% REVENUES BY TYPE USER FEES AND SERVICE CHARGES ($122) ($72) ($87) $35-28.8% GRANTS AND SUBSIDIES ($140) ($156) ($140) $0 0.0% Total Revenues by Type ($262) ($229) ($227) $35-13.4% *Forecast year-end actuals based on August 31 st, 2012 actual results Note: Figures in the table may not add due to rounding VARIANCE 12
Department Overview 2013 Budgeted Expenditures by Type STAFF DEVELOPMENT 0.4% ADVERTISING, MARKETING & PROMOTION 17.2% OFFICE AND ADMINISTRATIVE 1.2% PROFESSIONAL SERVICES 0.2% REPAIRS, MAINTENANCE AND MATERIALS 0.1% CONTRACTED SERVICES 8.5% GRANTS, SUBSIDIES AND DONATIONS 0.2% CONTRIBUTION TO RESERVES AND CAPITAL 0.1% UTILITIES AND FUEL 0.2% SALARIES, WAGES AND BENEFITS 71.9% 13
Department Overview Staffing Complement 2012 STAFF ADDS* 2013 Perm P/T F/ T Contract P/T Contract DIVISIONS COMMISSIONER & DEPT ADMINISTRATION 4 0 4 0 0 0 CORPORATE COMMUNICATIONS 21 2 23 0 0 0 ECONOMIC DEVELOPMENT 16 1 17 0 1 0 DEPARTMENT TOTAL 41 3 44 0 1 0 SOURCE: HUMAN RESOURCES (as of Oct. 31/12) *Includes F/T and conversions to F/T Capital Budget Summary COMPLEMENT OTHER STAFFING ($000s) 2009 2010 2011 2012 2013 ECONOMIC DEVELOPMENT AND COMMUNICATIONS $0 $13 $3 $6 $6 Total Approved Capital $0 $13 $3 $6 $6 Note: Based on approved Capital Budgets; Figures in the table may not add due to rounding 14
Corporate Communications Overview Division: Corporate Communications Director: T-Jay Upper What function(s) does the Corporate Communications Division serve? o The Division s mandate is to build, enhance and protect the City s corporate reputation and Flower City brand identity with key internal and external stakeholders and to support the City in achieving its corporate priorities and initiatives through effective communications. To that end, Corporate Communications develops and delivers strategic and corporate communications services to Council and departments, including communications planning and tactical execution, corporate events and protocol, graphic design and production, and media relations/issues management. o Through disciplined coordination and management of brand standards and communications protocols, Corporate Communications ensures that all communications, marketing, web-portal, media and event initiatives are aligned with strategic priorities, resonate with key stakeholders and are executed on time and on budget. Success depends upon a total corporate commitment: working together with our departmental partners across the organization, Corporate Communications helps shape and communicate Brampton s well-deserved reputation as a leading Canadian municipality. o As Brampton evolves and grows, developing and following a strategic, integrated approach to communications is vital to ensure that we project the desired image of a world-class city. 2012 Highlights o Fulfilled more than 1500 internal service requests to support corporate and department communication requirements including: o The Corporate Publications Program, which encompasses three electronic editions plus one print edition of a city-wide publication called CityMatters (replacing the Spring/Summer Ward Reports); a 2013 Ward Calendar, replacing the Fall/Winter Ward Reports; six editions of Connections, the employee newsletter, and the Annual Report o Development and execution of integrated issues management and media relations for Council initiatives/decisions/announcements including 55 15
Corporate Communications Overview o Communications Plans, 55 Media Relations Plans, 285 media inquiries, 100 Media Advisories/Releases/Backgrounders, 90 Key Messages/Briefing Notes and 260 Daily Media Monitoring reports Design and execution of a variety of mixed media tactics including 45 City Page advertisements (in The Brampton Guardian), 46 editions of Brampton Bulletin (a weekly 60-second look at news and information highlights from the City of Brampton broadcast daily during Rogers First Local News at 6 pm and also posted to the City of Brampton website); 385 departmental advertisements, including outdoor ads and Cineplex ads; and numerous videos, posters, banners, pamphlets and brochures o Introduced a new Accomplishment Signage Program for City of Brampton s Entry-Point Locations to communicate our provincial, national and international level accomplishments and designations, complementing our existing CN Banner program o Managed the corporate photo library, the City s electronic system that allows users to easily identify and download more than 10,000 photos for electronic and print use o Successfully executed the 2012 Celebrating Cultural Diversity advertising program to recognize cultural/national independence days associated with the South Asian community via congratulatory advertisements from Council placed in ethnic print media (105 advertisements in 23 different ethnic media outlets), effectively streamlining the distribution process to ensure a consistent standard of advertisements o Managed the landing page for the City s website as well as developed/edited corporate content on the various portals on an ongoing basis o Provided strategic communications consulting, including government relations liaison, on key corporate projects including the Southwest Quadrant Renewal Plan; the Mount Pleasant Village Community Centre; the 2012 Ontario 55+ Summer Games; the Gore Meadows Community Centre and Library; and Brampton Transit s launch of Züm Steeles service and opening of Gateway Terminal at Shoppers World. o Delivered strategic communications counsel and tactical execution for Department programs including: o Supporting Planning, Design and Development s public consultation on secondary suites o Raising awareness for Community Services 2012 Spring Cleanup, which inspired more than 87,000 participants (10% increase over previous year) 16
Corporate Communications Overview o Launching a comprehensive anti-idling awareness campaign on behalf of Enforcement and By-law Services, which included Cineplex ads, billboards, school outreach and matte stories o Supporting the first year of Farmers Market five-year expansion plan with multimedia promotions strategy o Creating a distinctive branding and promotion campaign for HACE Summit that contributed to larger than anticipated attendance from Brampton, the GTA and beyond o Significantly increased the City s profile with ethnic media outlets, including higher media attendance at City-run events and increased publication of City-provided matte stories; planned and executed a well attended Media Roundtable on winter snow operations and what they mean for residents and businesses o Successfully pitched Fire Prevention Week and Public Works Week to CTV News at Noon o Planned and successfully executed a comprehensive Corporate Events and Protocol Plan, including 15 ongoing annual events as well as new events including the grand opening of the Mount Pleasant Village Community Centre and the 55+ Provincial Games Opening and Closing Ceremonies for 1500 participants o Managed the City s merchandise/souvenir program and completed the RFQ process for the 21012-13 souvenir line o Co-created the City s new Event Planner Event Pro with Community Services to simplify event planning and help track information to manage future events o Managed a variety of other protocol and community relations programs including Proclamations (47); Flag Raisings (8); City Hall tours (45); Art in the Atrium (12); Plaques (23); in-bound delegation requests for City Departments(12); New Resident packages (500); and Info City kiosks (4) Goals/Objectives o Develop and execute the Annual Corporate Communications Plans encompassing all departmental/corporate/council priorities and requirements o Apply disciplined editorial and brand standards to ensure the City of Brampton showcases and communicates a consistent Flower City brand across all our promotional materials 17
Corporate Communications Overview o Continue to expand media outreach activities o Execute all corporate events on time and on budget, as well as provide events consultation to other departments to ensure consistency of execution across the Corporation o Continue to consolidate marketing and advertising opportunities across Departments to promote corporate effectiveness and efficiency Service Drivers o Continued need for a City-wide corporate communications strategy as the umbrella for all communications and events activities to establish a more consistent approach and direction across the Corporation o Continued need for alignment of departmental communication programs with corporate strategic priorities o Expectation for a higher level and broader reach for media profile, brand reputation, communications/marketing, and events execution appropriate for a growing diverse city o Continued need for enhanced level of support to Council on corporate priorities o Emerging need to expand Communications Services role to support growing specialty media, social media and employee communications requirements 2013 Service Initiatives o Develop annual communications plans for each major operating department/council Committee and identified corporate projects. Key initiatives will include the Southwest Quadrant Renewal Plan; opening of Gore Meadows Community Centre and Library; Strategic Plan and Environmental Master Plan, to name a few o Develop an enhanced specialty media function, including relationship-building, media monitoring and associated translations, and proactive media pitches o Grow the number of proactive media pitches, host additional media roundtables, and provide enhanced Media Room content on the City s website o Continue to work with Rogers TV to broadcast Brampton Bulletin, a weekly, oneminute segment promoting Brampton-related events and activities, which is also posted to the City s website 18
Corporate Communications Overview o Continue to manage City Page in The Brampton Guardian o Publish three electronic, and one city-wide print, editions of CityMatters as well as the 2014 Ward Calendar o Manage the landing page for the City s website as well as develop/edit corporate content on the various portals on an ongoing basis o Continue to support Farmers Market five-year expansion plan; year two includes expansion onto Queen Street o Develop a city-wide Emergency Social Media Protocol as part of the City s overall Crisis Communications Plan o Coordinate the development and launch of the external online souvenir program o Leverage relationships developed this past year with various media outlets to continue to gain positive electronic media coverage about Brampton o Work with Rogers TV to complement our Brampton Bulletin one-minute segments with recorded pieces for their programs, Daytime and Peel Matters, to promote City initiatives and services. Material also to be used as content on the City website. o Manage corporate-wide media relations training program for Directors/Managers to equip staff to work effectively with the media o Undertake a function/service level/organizational design and implementation plan to seek approval for a 2014 staff complement and budget to respond to the growing demand of social media o Develop an employee communications strategy, including communication staff resource implications, aligned with the Human Resources Master Plan 19
Corporate Communications Overview Organizational Structure Director, Corp Comm'n Srvcs Upper, T-Jay Coord, Production Cowie, Jeff Mgr, Corp Events & Protocol Proctor, Janet Mgr, Graphic Design Dobo, Alex Mgr, Media Communications Smith, Gordon Mgr,Communication Advisry Srvc Gordon, Mariann Sr. Advisor Media Com. (Specialty Media) (Proposed in 2013) Current Budget Financial Summary - Division ($000s) 2012 BUDGET 2012 ACTUALS* 2013 BUDGET VARIANCE 2013 BUDGET VS 2012 BUDGET % CHANGE EXPENDITURES BY TYPE SALARIES, WAGES AND BENEFITS $2,112 $2,128 $2,265 $154 7.3% OFFICE AND ADMINISTRATIVE $1 $1 $1 $0 60.0% ADVERTISING, MARKETING & PROMOTION $231 $242 $246 $15 6.5% STAFF DEVELOPMENT $7 $7 $9 $2 29.4% REPAIRS, MAINTENANCE AND MATERIALS $10 $10 $10 $0 0.0% CONTRACTED SERVICES $261 $261 $241 ($20) -7.7% CONTRIBUTION TO RESERVES AND CAPITAL $3 $3 $3 $0 0.0% Total Expenditures by Type $2,624 $2,651 $2,775 $151 5.7% REVENUES BY TYPE Total Revenues by Type $0 $0 $0 $0 - *Forecast year- end actuals based on August 31 st, 2012 actual results Note: Figures in the table may not add due to rounding 20
Economic Development Overview Division: Economic Development Director: Sohail Saeed What function(s) does the Economic Development Division serve? The primary mandate of the Division is to plan and implement activities that serve to support the City s economic development vision, mission and strategic economic goals (See Department Overview Section). The Division is governed by the Economic Development Committee section of the Committee of Council and the Business Attraction and Retention Advisory Committee (Sub-Committee of Economic Development Committee). 2012 Highlights In addition to the highlights identified in the Department Overview Section of this plan, the following are additional major achievements in the Economic Development Division. Business Development & Marketing Downtown Creative Economy (HACE) Summit Brampton Farmers Market Annual Report 2012-2016 Strategy & Expansion GTMA Services Agreement & Funding 2012 RIC Centre Agreement & Funding 2012 (Brampton EDO appointed to the Board) BOBAA Event 2012 Completed International Business Development Plan for 2012 including the following missions: 1. France MIPIM Commercial Developer Show in Collaboration with Ontario Ministry of Culture & Tourism 2. California Food Sector in Collaboration with GTMA 3. Brazil Food Sector in Collaboration with GTMA 4. Brazil IT Sector in Collaboration with GTMA 5. China Exploratory Mission in collaboration with Canada-China Business Association Hired New Economic Development Specialist Business Development (Recruit and Start) Business Community Marketing Strategy(RFP completed, agency hired, strategy completed & media launch) Economic Development ICI Business Breakfast Hosted 7 International Delegations from China and Korea 21
Economic Development Overview Organize and hosted 10 th Annual Bramprix for Real Estate Agents Developed fresh workable relationships with Canada-Pakistan Business Council, Canada India Business Council, Canada Turkish Business Council, Indo-Canada Chamber of Commerce, American States Chamber of Commerce, Canada Arab Business Council through actively participating in their respective networking events, leading to a dozen inquiries Competitive Policy/Research Reporting Program Released 2012 Brampton Business Directory on CD with 8000 inventoried businesses Released Brampton Employer Survey results pick up by local media Released Statistics Canada 2011 Census Bulletins(Population & Dwelling Counts and Age & Sex) Hosted Real Estate Investment Network Ontario Tour and lunch, touring 250 Real Estate Investors through Brampton Hosted and presented at the Brampton Real Estate Board Workshop at the City Hall Communications/Social Media Used Social Media to successfully attract 250 real estate investors (REIN) to the community Successfully used social media to promote and execute Creative Economy Summit Deployed social media tactics to promote Brampton Farmers Market and interact with visitors Achieved recognition from MEDT for past and present Summer Company students YouTube videos have been viewed in 75 different countries More than 20% of Twitter link clicks have been from outside Canada Gathered 306 LinkedIn connections with no promotion Assisted other City departments in the promotion of their programs and activities (i.e. Works and Trans, Community Services, Rose Theater, Emergency Measures Office) Used Social Media to help promote community events (i.e. Carabram, Rib and Role, Canada Day) Used Social Media to help promote and recognize the opening of various local businesses. Examples of which include Menchies, Kandi-Apple Nails, Pest Preventers, Pie Guyz, The Rock School, Turtle Jacks, Legends MMA, St. Louis Bar and Grill, Pita Pit, U.C. Baby, Pro Active Health, DHL, 7-Eleven, Grand Empire, Essence Cakes, Beer Store, etc. 22
Economic Development Overview Tourism Program Developed Official Brampton s Visitor Guide 2012/2013 Come Home to Brampton and negotiated for it to be financed by Tourism Toronto Budget as part of Regional Tourism Organization #5 100,000 printed copies distributed to Hotels, Events and Tourism Kiosks Online Interactive Pdf (www.tourismbrampton.ca and www.seetorontonow.com) Assisted in 2012 Ontario 55+ Summer Games Accommodations (housed for over 1,200 participants in 13 hotels, trained and managed 67 volunteers for accommodations, central contact for all volunteers and accommodations during games) Participation in CSTA Sport Events Congress in Vancouver (meetings with national sport associations)sports Tourism Marketing Business Plan Small Business Enterprise Centre Program Launched new Start Smart program for aspiring business owners; -78 graduates Launched new Strengthen & Succeed seminar series for established business owners Launched Green Cup Business Brew winter networking series Brand You International Women s Day event, (75 in attendance) Annual business plan for provincial partner MEDI approved for Apr 12-Mar 13 SBEC Metrics: (Q1&Q2 only) # inquiries 5377 website page views 34,995 # consultations 266 # seminars held 28 # participants in seminars 283 # businesses opened 20 # jobs created 31 E-business event: Get Wired Social Networking for business event (45 attendees) Two-Minute Tips recorded by C. Baccardax for Rogers TV In Business show airing throughout spring; past Two-Minute Tips posted on website Summer: 5 weeks of BizKids Camps in partnership with Recreation Dept All 10 Summer Company Students Successful Launch of Pledge to Prosper new small business recognition program Small Business Month (October), seminars & workshops throughout the month Lunch n Learn week 5 seminars Get Energized flagship event - expecting 100+ in attendance, sponsors and local publicity 23
Economic Development Overview Queen St, Corridor & Downtown Program Completion of Central Area Investment Update Video debuted to an audience of 400 people at the Creative Economy Summit. In addition the video has been viewed over 860 times on YouTube including views from Europe, Asia and South America. Completion of high-level Central Area Brochure for investors Attendance and participation at the Canadian Hotel and Restaurant Summit in Toronto over 200 key industry leaders Attendance at Franchise Show. Business Development-Orchestrated Grand Openings at Burger King, Sunlife Financial, Menchie Frozen Yogurt, Maroli Indian Cuisine, Pita Pit, Pest Preventer, Barburrito, The Rock School, Brampton Consignment, Tears on my Heart with Mayor and/or Councilors and Media presence Completion of Central Area Economic Base Inventory Analysis. Distribution of update letter to over 1800 businesses and property owners in the Central Area. The letter explained the expansion of the service area of the Central Area program along with contact information. Goals Awards & Achievements 2011 O Advertising Award Sport Tourism Video 2011 O Honorable Mention Brampton Tourism Guide 2011 EDAC Marketing Award Sports Tourism Award 2012 Canadian Pakistan Business Council Professional of the Year Award In 2011, the Business Attraction and Retention Advisory Committee established its three-year priorities and actions as follows: 1. Branding/Identity: develop (achieved in 2012) and launch (for 2013) a new marketing plan focused on promoting Brampton s business and community strengths and opportunities to target audiences 2. Sales and Business Development/Business Attraction: invite and entice new industrial and commercial business establishments from domestic and international markets to: (a) Brampton s Employment Locations/business parks and (b) Brampton s Central Area. 24
Economic Development Overview 3. Business Retention: support the growth and expansion of employment and investment by local companies. In 2011-12, the Council and HACE (Heritage, Arts, Culture & Entertainment) Roundtable set the following priority: 1. Develop (achieved in 2012) and implement (for 2013-14) the 24-month HACE action plan in order to make Downtown Brampton attractive for HACE Industries. While outside of the mandate of the Council and Business Attraction and Retention Advisory Committee, the following goals shall also be pursued in 2013: 4. In support of activities that generate a greater tourism economic impact in Brampton, while capitalizing on the resources of Regional Tourism Organization #5, actively pursue Sports Tourism and VFR (Visiting Friends & Relatives) market. 5. Develop the final and permanent plan for the move of the Economic Development Division to the ground floor for the City hall ensuring needs of the department are met, space is fully utilized and the department is set-up for success. 6. Continue to support and grow strategic economic development partnerships that advance the City of Brampton s economic vision and goals. Service Drivers o Pro-actively market the sellable attributes of Brampton at Domestic & International levels alike o Maintain rapid response and timely information in response to business investment inquiries o Embracing the spirit of Service Excellence mantra in order to deliver business friendly services to 8000 plus businesses of Brampton while competing on the basis of its responsiveness, adaptability and speed to market o The emergence of social media as a primary information gathering and collaborative planning tool means developing and implementation of social media action plan for all sections of Economic Development o Getting out and actively redefining the new Brampton Economic Development Brand in an increasingly congested and competitive marketplace 25
Economic Development Overview 2013 Service Initiatives The following major actions are identified for each goal identified in this plan. Goal #1: Branding Marketing For Business Investment Coordinate International Missions to Brazil, India, California & France in association with GTMA, Ontario Government, Foreign Chambers and Local Associations Implementation of Year 1 of The 5-Year 2013-17 Business Community Marketing Strategy Develop a 5-Year Film, TV and Animation plan for productions in locations in Brampton Goal #2: Sales and Business Development (a) Citywide Employment Locations Implement third year of International Business Development Plan, 2012-2014, approved by Council, focused on business attraction activities. Develop new City-wide Economic Sector Profile for sales/marketing package and make presentations to pre-qualified leads in targeted industrial-commercial sectors locally and internationally. (b) Central Area Maintain the research on key economic indicators through primary & secondary research Develop a new marketing video to complement existing release and release of the new Central Area Market profile brochure Continue to pro-actively recruit commercial (retail, office) businesses Develop and maintain relationships by initiating forums for stakeholders Use social media to tell our story Support the Implementation of the 2013 activities outlined in the new Brampton Farmers Growth Plan. 26
Economic Development Overview Goal #3: Business Retention Build relationships with Brampton area businesses to highlight their contributions to the local economy, identify local issues or trends, and provide assistance to overcome them. o Maintain 100 Calls in 2013 under Corporate Calling Program o Conduct and manage Employer Survey Program By active participation foster partnerships and relationships with International and domestic networks, business associations and government agencies to expand contact base and generate lead opportunities through bilateral connections with the following: - Greater Toronto Marketing Alliance (GTMA) - Toronto Region Research Alliance (TRRA) - Department of Foreign Affairs & International Trade(DFAIT) - Ministry of Economic Development & Trade (MEDT) - Invest Toronto, Invest Canada, Industry Canada - Brampton Board of Trade and other local business groups - International & Local Chambers, Business and Trade Associations - Ontario Food Cluster - Ontario Ministry of Agri-Food & Rural Affairs (OMAFRA) Develop and administer a social media plan managed by staff that supports the achievements of Economic Development goals and objectives. o Manage the comprehensive EDO social media strategy that includes editorial timelines for major events and product launches over the year o Transmit a minimum of 20 updates per month as an average, approx. 80% of these will link back to Brampton s portal o Manage multiple Social Media Channels i.e. Twitter, YouTube, LinkedIn, Flikr Celebrate Business & Service Excellence o Quick, accurate and empathetic response with a smile to every inquiry Goal #4: Tourism Telling Our Story to better define Brampton s marketing position and develop a strategic awareness campaign o Work with Tourism Toronto to set up a We ve Been Expecting You program in Brampton o Produce a Lifestyle/Tourism Video Work with key organizations and support their initiatives related to Sports Tourism, VFR sector 27
Economic Development Overview o Work with Tourism Toronto to produce 2013 Brampton Visitor Guide o Work with TRCA on the new Humber River Heritage Trail Goal #5: Small Business Services Implement SBEC 2011-2015 Strategic Plan Implement approved SBEC Annual Business Plan Work with HACE Project Team to help develop and deliver resources, events and programs in support of creative enterprise business start-up as identified in The Plan (Goal 3:Small Business Development) Goal #6: HACE Creative Economy Plan 2013 Implement 24-month action plan Hire a Program Coordinator Support Heritage Theater Block Adaptive Re-use as a key HACE initiative Engage the HACE Round Table (quarterly meetings) Goal #7: FOREIGN INVESTMENT ATTRACTION PLAN 2013 Hire a Foreign Investment Officer Develop 3-Year Foreign Investment Plan Implement Phase 1 of Foreign Investment Plan 28
Economic Development Overview Organizational Structure Director, Economic Develoment Saeed, Sohail Mgr, Business Dev & Marketing Johnston, Nancy Mgr, Bus Info & Competitive Policy Baines, Jeff Mgr, Small Business Services Baccardax, Cassandra Prog. Mgr, Central Area Darling, Bob Mgr, Tourism Wilcox, Sharon Coordinator HACE Program Creative Economy (Proposed in 2013) Foreign Investment Officer (Proposed in 2013) 29
Economic Development Overview Current Budget Financial Summary Division ($000s) 2012 BUDGET 2012 ACTUALS* 2013 BUDGET VARIANCE 2013 BUDGET VS 2012 BUDGET % CHANGE EXPENDITURES BY TYPE SALARIES, WAGES AND BENEFITS $2,205 $2,290 $2,556 $351 15.9% OFFICE AND ADMINISTRATIVE $72 $72 $78 $6 8.9% ADVERTISING, MARKETING & PROMOTION $939 $855 $905 ($34) -3.6% STAFF DEVELOPMENT $13 $13 $19 $6 49.5% PROFESSIONAL SERVICES $11 $11 $11 $0 0.0% CONTRACTED SERVICES $280 $275 $327 $47 16.8% UTILITIES AND FUEL $13 $13 $13 $0 0.0% GRANTS, SUBSIDIES AND DONATIONS $14 $14 $14 $0 0.0% CONTRIBUTION TO RESERVES AND CAPITAL $3 $3 $3 $0 0.0% Total Expenditures by Type $3,550 $3,546 $3,927 $377 10.6% REVENUES BY TYPE USER FEES AND SERVICE CHARGES ($122) ($72) ($87) $35-28.8% GRANTS AND SUBSIDIES ($140) ($156) ($140) $0 0.0% Total Revenues by Type ($262) ($229) ($227) $35-13.4% *Forecast year-end actuals based on August 31 st, 2012 actual results Note: Figures in the table may not add due to rounding 30
Current Budget Highlights 31
Current Budget Highlights Consolidated Change from 2012 ($000s) 2013 Budget vs. 2012 Budget Category Description CORE ADJUSTMENTS > Compensation - Adjustments to reflect actual costs 137 Compensation Adjustments and Fringe/WSIB rates > Operating expenditure adjustments to reflect actuals and forecasted actuals - Ethnic Media Advertising 15 Growth / Work Volume - Reduction in print runs for annual report and communications products (20) Service SUBTOTAL, CORE ADJUSTMENTS 132 GROWTH AND SERVICE PRIORITIES > Coordinator - HACE Program Creative Economy (1 132 Service F/T) > HACE Program Creative Economy 50 Service > Sr. Advisor, Media Communication - Specialty 118 Service Media (1 F/T) > Foreign Investment Officer (1 F/T) 132 Service SUBTOTAL, GROWTH AND SERVICE PRIORITIES 431 TOTAL, NET EXPENDITURE CHANGE 563 32
Current Budget Highlights Staff Additions Summary Position Quantity Description/Justification/Implication for Service Levels Coordinator - HACE 1 Coordinate and implement Council directed HACE Plan. Work Program Creative with various groups like Brampton Arts Council, PAMA & other Economy (F/T) Heritage Complexes, Brampton Downtown Development Corporation, Brampton Board of Trade, Peel School Board and all businesses related to HACE. Deliver HACE Vision, the creative economy, through heritage, arts, culture and entertainment industries. Deliver HACE Goals: 1) To strengthen local engagement, leadership, partnership and volunteerism to achieve the heritage, arts, culture and entertainment vision. 2) To attract, enhance and retain HACE industries in Downtown Brampton. 3) To cultivate HACE entrepreneurship, innovation and investment in Downtown. 4) To attract more visitors and residents to places, spaces, festivals and celebrations in the Downtown Brampton district. 5) To earn an image of a vibrant, interesting, happening, and recognizable creative downtown district. Senior Advisor Media Communications - Specialty Media (F/T) Foreign Investment Officer (F/T) 1 Develops and implements specialty media relations campaigns for corporate and department initiatives; monitors specality media; coordinates media clippings; provides strategic media relations advice and support. Develops and implements speciality media relations protocols and processes. Responds to media requests. Interfaces with staff and external stakeholders. Monitors and reports on specialty media issues. Creates and manages a tracking system. Advises and supports others to ensure consistent and quality media responses. Creates speciality media opportunities for the corporation as well as to ensure City staff and politicans are well prepared to respond to speciality media inquiries. 1 Present the City of Brampton internationally in the key feeder markets and encourage FDI ( Foreign Direct Investment) along with developing strategic alliances between the local businesses and the aligned countries. Encourage trade and investment opportunities in the City of Brampton, while bringing a high profile to our City and its business community. Regular travel to countries like China, Brazil, India, Germany, Italy, France, Turkey and the United States. The objective will be to profile the City of Brampton in Lifestyle, IT, Food Manufacturing, Advance Manufacturing, Life Sciences, Logistics & Goods Movement and Warehousing sectors. In line with the Council-approved multiyear international marketing budget to profile Brampton globally. 2013 Budget vs. 2012 Budget ($000) 132 118 132 33
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Capital Budget and Forecast 35
Capital Forecast Total 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2013-2022 2013 Capital Budget & 2014-2022 Capital Forecast ($000) Page 1 of 1 2013 CAPITAL BUDGET & 2014-2022 CAPITAL FORECAST ($000) Economic Development & Communications Minor Capital - Economic Development & Communications - Total Grand Total 6 3 3 3 3 3 3 3 3 3 33 $6 $3 $3 $3 $3 $3 $3 $3 $3 $3 $33 $6 $3 $3 $3 $3 $3 $3 $3 $3 $3 $33 36
2011 Capital Budget - Project Detail Summaries 37