Ontario(Tourism(Summit(2012(October(23,(2012((((The Rebirth of Neighbourhoods to Create Vibrant Destinations

(((

Rob(Spanier(Senior(Vice(President(

Delivering(Thriving(Places(Resort(Towns(&(RecreaBonal(Villages(Downtown(&(Urban(RevitalizaBons(

College(Towns(&(University(Districts( MixedIUse(New(Urbanist(CommuniBes((Health(Care(Centres(&(Medical(Districts(

1( 3( 4(2( 5(

WWW.LWLP.COM(

3

Downtown(&(Urban(RevitalizaBons(

Place(Montreal((Trust,(QC(

Polo(Park,(Winnipeg,(MB(

Boca(Raton,(FL(

Newburgh,(NY(

Mueller,(AusBn,(TX(

Presidio,(San(Franciso,(CA((

Riviera(Beach,(FL(

Rockford,(IL(

New(Haven,(CT(

Barrie,(ON((

Moncton,(NB(

Guelph,(ON(

Le(Roc(Fleuri,(QC(

ReneILevesque((&(Drummond,(QC(Vaughan,(ON((

Mississauga,(ON(

Toronto(Entertainment(District,(ON(

PanAm(Games(Village,(Toronto,(ON(

Waterfront(Toronto,(ON(

Defining'a'Province…'

College(Town(&(University(Districts((

Florida(State(University(Tallahassee,(FL((

University(of(Ontario(InsBtute(of(Technology(Oshawa,(ON(

McGill(University(Montreal,(QC(

Sheridan(College((Mississauga,(ON(

Rutgers(University(Piscataway,(NJ(

Rowan(University(Glassboro,(NJ(

University(of((ConnecBcut(Mansfield,(CT(

Indiana(University(I(Perdue((Indianapolis,(IN(

University(of(Chicago,(Hyde(Park(Chicago,(IL(

Indiana(University(I(Bloomington(Bloomington,(IN(

Resort(Towns(&(RecreaBonal(DesBnaBons(

Whistler,(BC(

Copper(Mountain,(BC(

Squaw(Valley,(CA(

SandesBn,FL(

Blue(Mountain,(ON(Tremblant,(QC(

Horseshoe((Valley,(ON(

Port(McNicoll,(ON(

Orange(Country(Great(Park,(CA(

Chateau(Vaudreuil,(QC(

Mammoth(Lakes,(CA( Snowshoe,(WV(

February(Point,((Bahamas(

Les(Arcs,(France(

MixedIUse(New(Urbanist(CommuniBes((

Currie(Barracks((Calgary,(AB(

Friday(Harbour(Barrie,(Ontario(

Cercle(des(Cantons(Bromont,(QC(

PointeINord(Nuns’(Island,(QC(

East(Garrison(Monterey,(CA(

Seaside(Walton(County,(FL(

Hammond’s(Ferry(Augusta,(SC(

Habersham(Beaufort,(SC(

Nexton(Charleston,(SC(

Great(Pond(Windsor,(CT(

East(Beach(Norfolk,(VA(

Ni(Village(Spotsylvania(

MixedIUse(New(Urbanist(CommuniBes(

Saxony(Fishers,(IN(

Health(Care(Centres(&(Medical(Districts(

Westmount(Medical(Clinic(Montreal,(QC(

Clinique(MedicIelle((Montreal,(QC(

FondaBon(Anna(Laberge((Montreal,(QC(

West(Island(MRI(Montreal,(QC(

Health(Group(Physimed(Montreal,(QC(

Advisors(

Targeted(Leasing(and(Cas.ng™((TLC)((

New(Haven,(CT(Community(Drivers(and(Anima.on™((CDA)(

Demand=Based((Market(Analysis! Le(Roc(Fleuri,(QC(

ImplementaBon(Specialists(&((DealIMakers(

Development(Experts(

Funding(&(Financing(

Public(

Private(

Physical(Programming(((And((Business(Planning(

Areas(of(ExperBse((

MACRO(•  At(the(beginning(of(the(20th(century(there(were(11(ci;es(globally(with(a(popula;on(

exceeding(one(million(people.(By(2015,(there(will(be(550(globally(with(a(populaBon(over(one(million.(

•  CreaBve(class(communiBes(and(knowledgeIbased(ciBes(will(thrive,(emerging(as(the(new(1st(world(communi;es((

•  Demographic(shi`s(in(age,(ethnicity,(household(composi;on,(gender(and(educa;on,(create(new(and(clear(opportuniBes(the(tourism(sector(I(if'we'truly'understand'our'customers'

•  Emerging(markets(in(Asia(and(North(Africa(are(generaBng(more(tourists(and(desBnaBons(((

MICRO(•  Social(connecBvity(is(shaping(travel:(Facebook,(Trip(Advisor(and(Travel(Blogs(are(all(cited(

as(key(determinants(in(travel(planning((•  With(rising(travel(costs,(Canadians(are(increasingly(travelling(within(their(own(province(•  Young(travellers(are(more(influen;al(than(ever(before:(Canadians(that(fall(within(the(18I24(

age(range(plan(to(travel(more(o`en(and(spend(more(on(travel(than(any(other(age(group((•  Business(travel(is(diminishing(with(the(rise(of(digital(connecBvity((

(

Trends(Driving(Tourism(

In(2012( (Trips((Will(Hit(1'Billion'

0(

200,000,000(

400,000,000(

600,000,000(

800,000,000(

1,000,000,000(

1980( 1990( 2000( 2010(

InternaBonal(Trips(

277m(

674m(

435m(

940m(

1(Billion((in(2012(

Source:(United(Na;ons(World(Trade(Organiza;on(

(had(15,576,000(InternaBonal((Overnight(Visitors(in(2011(!

InternaBonal(Overnight(Tourists(to(Canada((Millions)!

Source:(Canadian(Tourism(Commission(

2011( (Tourism(Snapshot(

Tourism Snapshot2011 Year-in-review

Facts & Figures | 6th editionwww.canada.travel/corporate

(Between(2010(to(2011…(

(InternaBonal(overnight(tourism(to(Canada(was(down(=1.8%(between(2011(and(2010('

US(overnight(tourism(to(Canada(declined(by(=2.4%('

'Yet(there(was(an(overall(growth(of(+3%(of(tourists(to(North(America((Canadian(tourism(demand(reached($78.8(billion(in(2011((up(+7.8%(from(2010),(with($63.7(billion(from(domesBc(travellers(alone((up(+8.9%(from(2010)(

(

(

Source:(Canadian(Tourism(Commission(

Tourism(in(Ontario((

A(QuesBon(for(the(Audience(

Ontario’s(Opportunity(

Places(to(Learn(From(

Thoughts(for(ConsideraBon((

Inbound(SameIDay(and((Overnight(Tourists(to(Ontario'

0(

20,000,000(

40,000,000(

60,000,000(

80,000,000(

100,000,000(

120,000,000(

1980(

1983(

1986(

1989(

1992(

1995(

1998(

2001(

2004(

2007(

2010(

Total((

Ontario(

Other(Canada(

USA(

Overseas(

Source:(Ontario(Ministry(of(Tourism,(Culture(and(Sport(

104,400,000((SameIDay((

and(Overnight(Tourists(in(2011(

Ontario’s(Tourist(Mix(as(of(2011:((Dominated'by'Ontarians''

Source:(Ontario(Ministry(of(Tourism,(Culture(and(Sport(

Ontario(83%(

USA(11%(

Overseas(2%(

Rest(of(Canada(4%(

Between(2010I2011:((

+2.3%(Increase(in(Ontarians(as(Tourists(in(their(own(Province(

([10.6%(Decrease(in(Canadians(Visi;ng(

Ontario(((

How(is(Ontario’s(tourism(popularly(defined?(

Natural(Wonders(

Rideau(Waterway(

Wine(Country(

Theatre(Companies(

History(&(Heritage(

Vibrant(FesBvals(

Ski(DesBnaBons(

Parks(&(RecreaBon(

Concerts( Museums( Casinos( Comage(Country(

How(is(tourism(in(Ontario(perceived?(

Beaches( Built(AmracBons(

A R E P O R T O N T H E F U T U R E O F T O U R I S M

D I S C O V E R I N G O N TA R I O

2009'

Set(New(Standards(and(Goals(

How(is(an( (Tourist(defined?(

General(PercepBon:(Anyone(from(outside(of(

Ontario(or(outside(of(Canada((

Ontario(Adopted(the(United(NaBons(Standard(DefiniBon(of(a(Tourist:((Anyone(who(travels(more(than(40km(one[way(within(Ontario(to(travel(for(a(non[rou;ne(trip(

VS.(

The(opportunity:(Recognize(your(endIusers,(and(understand(what(they(are(seeking(when(and(where(

From'2006D2011,'Ontarians'60D69'and''85+'grew'by'over'27%'

Ontarian’s'median'age'of'39''is'less'than'the'naKonal'average'

44.5%'of'Ontario'couples'have'children'under'24'at'home,'above'the'naKonal'avg.'of'39.5%'

Over'29%'of'Ontarians''selfDidenKfy'as'a'visual'minority'

Understand(what(defines(your(endIusers(

Understanding(your(target(market((and(draw(areas(

Tourism(in(Ontario((

A(QuesBon(for(the(Audience(

Ontario’s(Opportunity(

Places(to(Learn(From(

Thoughts(for(ConsideraBon((

What(is(Your(Goal(for(Tourism((in(Ontario?(

Increasing(Tourists?(

Economic(Development?(

MarkeBng(Natural(Advantages?(

Event(Management(and(FesBvals?(

PromoBng(Small(Business(Growth?((

Community(Spirit?((

Acknowledging(Historic(Character?(

Cultural(Advancement?((

Return(on(Investment?(

Ego?(

The(Whole((is(Greater(Than((the(Sum(of((its(Parts(

Common(((((

Goals((

Vision(&(

Ontario’s(Thirteen(Regional(Tourism(OrganizaBons((RTOs)((

((((

We(Asked(the(RTOs((3(QuesBons…(

1.  What(do(you(consider(to(be(your(top(five(tourism(amractors(from(a(visita;on(perspec;ve?((

2.  What(do(you(consider(to(be(your(greatest(undeveloped(assets(from(a(tourism(perspec;ve?((

3.  If(an(investor(were(to(come(to(your(community(to(build(a(tourism(development(or(a_rac;on,(what(would(be(the(top(five(new(projects(that(you(would(like(to(see(completed(in(the(next(3([(5(years?((

Outdoor(Experiences(

QuesBon(One:(What(is(going(well(in(Ontario?((

IBeaches(((IRoyal(Botanical(Gardens(IAngling(Lodges(ITourist(routes(via(train,(car,(bike(IProvincial(and(NaBonal(Parks(ICounty(Fairs(I1000(Islands(IRideau(Canal(IPolar(Bear(Express(

IScience(North(ISarnia(Bayfest(IWarplane(Museum(IMarine(Land(ICesears(Windsor(INiagara’s(Casinos(IWine(Country(IAfrican(Lion(Safari(ISt.(Lawrence(Historical(AmracBons(

IManitoulin(Island(IBlue(Mountain(IPrince(Edward(County(INiagara(Falls(

AuthenBc(Towns(

DesBnaBons(

DesBnaBons(

IIndoor(sport(complex(IAboriginal(tourism(IGated(amracBons(INascar(Raceway((((((IRefurbish(power(plants(for(tourism(IMulBIuse(amracBons(ICulinary(Tourism(IWaterfront(resorts(IBiosphere((((((ICasino((((((IWater(park(ILuxury(waterfront(ameniBes(IRevitalize(Agawa(Canyon(Tour(Train(

ITouring(infrastructure(IHighIend(hunBng(lodge(IAgricultural(tourism(IMotosport(adventures(IGolf(vacaBons(ISki(vacaBons(IWorld(garden(event(IAllIseason(hovercra`(adventures(IWaterfall(touring(route(IGrand(River(improvement(

Outdoor(Experiences(

Very'liPle''

menKon'of'Towns'

or'CommuniKes'

QuesBons(Two(and(Three:((What(are(the(opportuniBes(for(Ontario?(

Create'unique'experiences' Connect'with'natural'assets'

Develop'the'right'infrastructure'Create'iconic'aPracKons'

Common(Themes(Heard(from(the(RTOs(

Tourism(in(Ontario((

A(QuesBon(for(the(Audience(

Ontario’s(Opportunity(

Places(to(Learn(From(

Thoughts(for(ConsideraBon((

But(what(is(achievable?((

(

How(do(we((grow(tourism(in(

Ontario?(

Mass(PopulaBon(Growth( Rising(Cost(of(Housing(

Demand(for(Urbanity(

11,000,000(

11,500,000(

12,000,000(

12,500,000(

13,000,000(

13,500,000(

Aug.(2011( Aug.(2012( Change(((

Canada( $349,150( $350,192( +0.3%((

Ontario( $347,695( $366,797( +5.5%(

Toronto( $451,663( $479,095( +6.1%(

Desire(to(get(away(from(the(“big(city”(

Trends(in(Ontario(PopulaBon(Growth(in(Ontario( The(Rise(of(Housing(Prices(

(((The(rebirth(of(neighbourhoods(to(create(vibrant(desBnaBons((

(

A(Proven(Process(A(Proven(Process(Step(1:(Business(Plan(&(((((((((((((((ImplementaBon(Strategies(•  Vision(and(parameters(for(subsequent(((((((((((((((((((((((((

decisionImaking(•  Value(proposiBon(•  Market(demand((•  Revenue(potenBal(•  Scope,(Bming,(and(next(steps(of(the(project(•  Leveraging(opportuniBes(and(soluBons(to(

challenges(

Step(2:(Planning(&(Approvals(•  Public(support(and(consensus(from(key(

stakeholders(•  Physical(and(Strategic(plans(•  ImplementaBon(Strategies(•  Mix(and(scale(of(uses(•  Phasing(•  Regulatory(framework(•  ProIInvestment(program(and(packages((

(

Step(3:(Resources(&(ImplementaBon(•  Defines(the(first(phase(of(development(•  IdenBfies(and(obtains(funding(•  IniBates(the(commercial,(residenBal,((

civic,(cultural(and(social(components(of((the(project(

•  MarkeBng(programs(•  Implements(new(business(development(

through(quality(commercial,(retail,(recreaBonal(and(residenBal(deal(making(

•  Organizes(community(animaBon(acBviBes(•  Miscellaneous(acBonable(iniBaBves(

((

Step(4:(OperaBons(&(Governance(•  Commercial(occupancy(and(asset((

management(•  ResidenBal(property(management(•  Property(owner(and(merchant(associaBon(

governance(•  OnIgoing(community(programming(•  Exit(strategy(planning(•  Sustainability(strategies(•  Metrics(and(new(planning(•  InteracBve(communicaBon(program(•  Plaqorms(for(acBon(oriented(parBcipaBon(

(

A(Complete(Approach((

Build(upon(a(solid(

foundaBon(

Common(vision(and(consensus(

Develop(a(walkable(urban(

grid(

Understand(the(targeted(“endI

users”(

DifferenBate(between(supply(and(demand(

IdenBfy(anchor(opportuniBes(

Establish(a(business(plan(

Affirm(public(and(private(partnerships(

Facilitate(community(ownership(

Get(the(word(out(

Community TourismTM:(A(Complete(Approach(

Events'in'Orangeville'

Waterways'in'Perth'A'MeeKng'Place'in'Kingston'

A'Mill'in'Fergus'

Build(Upon(a(Solid(FoundaBon(

Common(Vision(and(Consensus(

Gaining'Stakeholder'Agreement'

Building'the'Right'Team'

Develop(a(Walkable((Urban(Grid(

Guelph,'Ontario'

Tie(in(Natural((Assets(Create((a(strong(

Sense(of(Arrival(

Connect(Important(Thoroughfares(

Provide(a(balance(of(indoor(and(outdoor(

Public(Spaces(

Create(OpportuniBes(for(ExploraBon(and(

connecBon(

(

Understand(the(Targeted(“EndIUsers”(

Who(are(they?(

What(experiences(are(they(seeking((when(and(where?(

How(much(Bme(and(money((will(they(spend?(

Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8

2011 2012 2013 2014 2015 2016 2017 2018

Total Estimated Viable

Commercial Square Footage 51,133 75,705 101,465 129,614 157,005 179,094 196,700 203,462

Feasible Phasing Plan 15,464 18,000 30,000 - 30,000 30,000 - 30,000

Cumulative Commercial

Development 15,464 33,464 63,464 63,464 93,464 123,464 123,464 153,464

# Commercial Retail Units

(CRU's) (1) 10 22 42 42 62 82 82 102 The average CRU size 1,500

Commercial Development Potential and Feasible Phasing Plan

(Category(Mix((((Ground(Floor(

GLA(((SF)(((%(Ground(Floor(GLA(( (#(CRUs((

Food & Beverage 78,666 15% 42

Treats/ Quick-Serve Food 50,052 9% 30 Amenities & Services 151,179 29% 59 Retail 246,120 47% 130 Education 2,238 0% 1 Multi-Use Commercial 95,986 18% 1 Multi-Residential 58,311 11% 6 Vacant 29,722 6% 17 TOTAL 528,255 100% 269

What(does(end[user(behaviour(reveal(about(the(

amount(of(supportable(commercial((economy?(

DifferenBate(Between((Supply(and(Demand(

A'Marina'in'Port'Credit'

A'Farmers'Market'in'North'Bay'

A'Brewery'in'Creemore'

IdenBfy(Anchor(OpportuniBes(

A'University'in'Kingston'

IdenBfy(Programming(

ImplementaBon(Plan(Financial(Planning(

CompeBBve(Landscape(

(

Develop(a(Business(Plan(

Affirm(PublicIPrivate(Partnerships(

…and(create(mutual((opportunity(

Understand(the(realisBc(contribuBons(of((the(public(sector…(

Facilitate(Community((Ownership(

(Create(catalysts(for(economic(vitality(

(

(Create(memorable(and(sustainable(places(

(Achieve(Commercial(

excellence((

(Drive(events(and(

fesBviBes((

Develop(StreetIlevel(acBvaBon(

Enlist(unique(local(operators(that(create(original(endIuser(experiences((((((((((

Drive(visitaBon(and(community(engagement(

55(

Get(the(Word(Out(

Wayfaring(and(Signage(Web,(Social(Media(&(Apps(

Share(the(Experience(MarkeBng(&(AdverBsing(

Phase(1(Developing(a(Vision,(Business(&(ImplementaBon(Plan(

The(community(locks(arms(to(create(a(unified(vision.(A(strategic(master(plan(and(business(plan((are(born(that(will(create(a(heart(and(soul(for(the(enBre(community.(

Phase(2(Developing(a(Nucleus(of(Thriving(Experiences(and(CreaBng(Daily(Rituals((

The(community(demonstrates(significant(change(and(is(starBng(to(become(a(‘place’(to(gather,(connect,(see(and(be(seen.(The(community(becomes(a(local(hub(and(a(preferred(desBnaBon(for(its(residents.((The(community(is(“knimed”(together(with(services,(joint(messaging(and(markeBng(and(a(collecBon(of(truly(wonderful(uses,(seasonal(fesBviBes,(and(takes(advantage(where(possible((of(nature(and(the(outdoors.(

Phase(3(CreaBng(Vibrant(Local(CommuniBes(

The(community(has((successfully(implemented(its(iniBaBves(and(begins(to(Be(these(successes(into(delivering(a(downtown(with(a(wonderful(variety(of(home,(restaurants(and(shopping(experiences(that(appeal(to(residents(and(visitors(alike.(InviBng(the(outside(in(and(the(inside(out,(the(community(is(home(to(year(round(events(and(acBviBes.(Visitors(from(the(region(abound!(

Phase(4(Invite(the(World(in…(

(The(community(has(realized(its(goal(with(a(Bmeless((and(organically(grown(mixedIuse(downtown(filled(with(vibrancy.(Monthly((and(annual(events(become(rituals(for(locals(and(returning(visitors.(People(gather(in(a(place(that(they(can(truly(call(“their'own”.((The(community(becomes(a(preferred(desBnaBon(and(‘enduring’(place(to(visit(and(to(stay(for(those(travelling(within(the(Province(and(from(outside(Canada.((((

The(Four(Phases(of((Community TourismTM

Tourism(in(Ontario((

A(QuesBon(for(the(Audience(

Ontario’s(Opportunity(

Places(to(Learn(From(

Thoughts(for(ConsideraBon((

Case'Study:'(Farmer’s(Markets(&(Public(Markets(((

!

!

Public(Markets(

(

Act(as(alterna;ve(anchors(

(

(

Support(the(local(economy(

(

(

Provide(social(

gathering(places(

(

(

Revitalize(downtowns(and(neighborhoods(

(

(

Form(the(‘heart’(of(communi;es(

(

(Public(Markets:(Economic(Drivers(

(•  High(frequency(

shoppers(spend(over($40(per(trip,(on(average(

•  60I80%(of(neighbouring(businesses(report(higher(sales(with(the(presence(of(a(market(

•  Shoppers(spent(an(average(of($18.44(in(addi;onal(expenditures(per(visit(

•  1I5(jobs(created(per(vendor(

(

(

Sources:(Ontario(Study:(Greenbelt(Farmers’(Market(Network(2010(Shopper(Survey,(Jan.(2011(

(Public(Markets:(Community(Drivers((

(•  Encourage(social(

interacBon((•  Establish(a(community(

gathering(place(•  Seeing(other(people(and(

opportuni;es(for(impromptu(conversaBons(among(top(reasons(people(say(they(use(markets(

•  Shoppers(with(children(say(they’re(drawn(to(the(market(for(community(events(and(an(opportunity(to(meet(friends(

Sources:(Greenbelt(Farmers’(Market(Network(2010(Shopper(Survey,(Jan.(2011;(Project(for(Public(Spaces(

!

!

(

Regional(Marketplace((

(

End(User(Analysis(((

CreaBng(a(Successful(Public(Market((

Goals(and(ObjecBves((

(

Stakeholder(Consensus((

Business(Case(

Program(and(Design(

Financing(and(Management(

Tenant(Mix((

Market(Format((

Physicality((

(

Policies((

Governance((

Finances((

(

OperaBonal(Strategies(((

Vision(and(Principles(

Rockford,'IL'

Glassboro,'NJ'

Saxony'Market,'Saxony,'IN'

Habersham,'SC' Pine'Mountain,'GA'

Promenades'StDBruno,'QC'

Public(Markets:((Driving(Successful(Downtown(RevitalizaBon(

Case'Study:''

Rockford,(Illinois(

PopulaBon:((152,222(in(2011((Pop.(Growth:((0.37%(from(2001(to(2011(Home(Values:((38.9%(below(state(average(Vacant(/(Abandoned(Homes:((9,798(Net(Retail(AbsorpBon:([412,860(SF(since(2000(Unemployment:((13.7%((US(Avg.(7.8%)(in(2012(

Mayor(Larry(Morrissey(

Rockford,(Illinois(

A(CollaboraBve(Process(

•  Redevelopment(targets(over(60[(month(period((

•  Commercial(uses,(ac;on(items(and(ini;a;ves(for(each(district(

•  Specific(strategic(recommenda;ons(

•  Redevelopment(roadmap(

A(Feasible(Strategy(&(ImplementaBon(Plan(

A(thriving(community(that(will(become(closely(connected(to(its(historic(downtown(and(natural(assets,(the(City’s(remarkable(natural(advantages(will(be(brought(to(the(fore(through(a(series(of(closely(inter[connected(public(and(private(ini;a;ves(to(encourage(Rockfordians(to(use(the(river,(parks,(heritage(properBes,(local(businesses,(and(public(spaces(on(a(daily,(weekly(and(annual(basis.((

A(Vision(for(Rockford(

Stakeholder(groups(idenBfied(priority(revitalizaBon(areas(by(assigning(scores(to(each(district.((

District(DelineaBon(and(PrioriBzaBon(by(Stakeholders(

ShortIterm((Feasibility(

Percent((Complete(

ExisBng((Assets(

Community((Impact(

Consensus(Total''Score'

Target(Market(Analysis((

Commercial(Market(Analysis((

Over(600(Rockfordians(were(consulted(during(the(development(of(the(Implementa;on(Plan(

Community(ConsultaBon((

RRDP(SetIUp((

Reconnaissance(&(Analysis(

Realizing(the(Benefit(of(an(ImplementaBon(Strategy(

Rockford(City(Market(

Over(40,000(people(visited(the(market(in(2011.((Started(with(25(vendors(from(within(a(150Imile(radius.(

Case'Study:''Blue(Mountain,(Ontario((

Vision(&(Challenges(

Project(Vision(To(create(a(four[season(pedestrian[only(mixed[use(Ontario(Village(for(the(en;re(Collingwood(Region.(

(Project(Challenges(•  Located(in(an(area(that(was(considered(to(be(

a(winterIonly(desBnaBon(•  CompeBBon(of(the(Muskoka(Region(as(�the(

Northern(Des;na;on�((•  A(ski(hill(with(only(720(verBcal(feet(•  Not(the(real(estate(investment(region(of(

choice(for(the(Greater(Toronto(Area(

Strategy:(Targeted(Leasing(&(CasBng(CreaKng'A'DesKnaKon'

Local(and((Regional(Retailers(

AcBvated(Mixed(Use((Village(Town(Center(

Local(and(Regional(Grab(&(Go(Treats(

TM#

Local(and(Regional(Restaurateurs((&(Bar/Nightlife(

WesBn(Trillium(House(at(Blue(Mountain(

Blue(Mountain(Conference(Centre(

Create(Demand(&(Drive(VisitaBon(

Drive(VisitaBon(•  From(718,000(in(1998,(visits(increased(87%(to(

1.3(million(in(2005(and(are(projected(to(reach(over(2.5(million(

((

“Get'people'to'''stay'one'more'''night.”''

•  75(Shops,(Restaurants(&(Nightlife((125,(000(sq.(m.)(mostly(run(by(local(entrepreneurs(

•  2,300(ResidenBal(Unit(Sales(ini;ally(ranging(from($500(to($660(per(sq.(m.(

•  Restaurants(averaged($500(sales(per(square(foot(in(first(year(of(opera;on(

((((((

Create(Demand(

CreaBng(Economic(Impact(

Regional(Economic(Impact((•  Projected(growth(will(generate(6,200(direct(and(

indirect(fullIyear(equivalent(jobs(in(Ontario,(as(well(as(generaBng($99.5(million(in(annual(government(revenue((federal,(provincial(and(local).(

•  At(full(build(out(completed(2011,(total(capital(expenditures(topped($857.4(million,(contribu;ng(extensively(to(the(economy(of(the(region(and(of(the(province.(

Tourism(Economic(Impact((•  On[site(tourist(expenditures(have(increased(from($23.3(

million(in(1998(to($80.5(million(in(2005,(and(are(es;mated(to(rise(to($218.5(million(in(2011.(

•  By(2011,(visitors(to(the(resort(are(projected(to(bring(an(addi;onal($112.6(million(in(expenditures(while(they(are(away(from(the(resort.(

Create(a(DesBnaBonIFilled(Community((–(Not(Just(a(Resort(

Tourism(in(Ontario((

A(QuesBon(for(the(Audience(

Ontario’s(Opportunity(

Places(to(Learn(From(

Thoughts(for(ConsideraBon((

Maintain,(Improve(and(Evolve(‘Tourism’'to(Develop(Ontario’s(CommuniBes'

Toronto(

40km(

80km(

120km(

160km(

Think(Locally,(Not(Globally:((Your(Opportunity(is(Only(40km(Away'

Every(Place(Has(a(Unique((Experience(to(Offer(–(Leverage(it'

Build(Local(Consensus((&(Develop(a(CollecBve(Strategy'

Build(an(EffecBve(Business(Case(for(Every(Project(and(Develop(Strong(Partnerships(

Create(a(powerful(value(proposiBon(to(promote((your(community(as(a(

desBnaBon(of(choice(for(tourism(investment(

Support(investment(leads(with(an((allIofIgovernment(approach(

Develop(an(investor(outreach(approach(to(promote((

your(community’s(value(proposiBon(and(generate(

investment(leads(

ConBnue(to(idenBfy(your(community’s(assets(as(opportuniBes(

Establish(tourism(as(a(priority(sector(in(your(

community’s(investment(amracBon(approach(

(

Adopt(an(Investment(Approach(

Develop((a(Community TourismTM approach…'

ImplementaBon(

AcBvaBon(

…And(desBnaBon(visitors(will(follow'

Remember:(No(two(communiBes(are(alike(

Develop'a'vibrant'downtown'that'fits'your'community'

Defining'a'Province…'

Ontario this SummerThere are 444 municipalities in Ontario with an

unending amount of history, charm, and things to discover. This summer, make it a point to see just a

few. You won’t be disappointed.

Discover 444 Reasons to Visit

One(Approach(to(Consider…(

Ontario(Tourism(Summit(2012(October(23,(2012((((The Rebirth of Neighbourhoods to Create Vibrant Destinations

(((

Rob(Spanier(Senior(Vice(President(