Community Profile - Maria Luisa Campos, Sheri Hardy

COMMUNITY PROFILE

Maria Luisa Campos – C0650839

Sheri Hardy – C0668142

15/08/2016

Prepared for: Matthew Hutchinson

MKT-3213-HB1

Business Intelligence I

The 4th largest city in Canada2

INTRODUCTION

Flag – City of Ottawa

Queen Victoria of Britain chose

Ottawa to be the capital of Canada1

1 - City of Ottawa, The Queen Makes Her Choice,

Globally, Ottawa ranks in

the top 20 cities to live, and

the best place to live in Canada2

Seat of Canada’s

Federal Government

Coat of arms

2 - Invest Ottawa, Why Ottawa?

LOCATION

Located on the banks of the Ottawa,

Rideau and Gatineau rivers1

Located in Ontario at the Quebec border1

Approximately 400km east of Toronto

and 190km west of Montreal1

1 – Invest Ottawa, Why Ottawa?

INTERESTING POINTS ABOUT OTTAWA

In the winter, Rideau canal is the

longest skating rink in the world1

Nearly half of the population is under 35,

making it one of Canada’s youngest cities1 The name Ottawa comes from the

Algonquin word Adawe, which means to trade1


POPULATION SIZE & GROWTH

Figure 1 – Ottawa population

Statistics Canada, 2011 Census of Population

Figure 2 – Ottawa population growth rate

Statistics Canada 2001, 2006 and 2011 Census of Population

AGE COHORTS

49,595

55,360

63,285

56,440

67,150

61,625

41,320

21,905

11,785

48,315

53,610

63,910

61,665

70,330

65,125

44,955

26,175

20,860

0 20,000 40,000 60,000 80,000

0 to 9 years

10 to 19 years

20 to 29 years

30 to 39 years

40 to 49 years

50 to 59 years

60 to 69 years

70 to 79 years

80 years and over

Female

Male

Ag

e G

rou

p

Population Graphic 1 – Ottawa population: Age characteristics


LANGUAGE

As a Bilingual city,

Ottawa houses Canada’s foreign

embassies, consulates, and diplomats1

Figure 3 – Ottawa population: Knowledge of official languages


Knowledge of official languages


EDUCATION & WORKFORCE CHARACTERISTICS

13%

23%

64%

Labour Force: Education Levels

No certificate, diploma ordegree

High school diploma orequivalent

Postsecondary certificate,diploma or degree

14% 11% 5%

86% 89% 95%

0%

25%

50%

75%

100%

No certificate,diploma or

degree

High schooldiploma orequivalent

Postsecondarycertificate,diploma or

degree

Pe

rce

nta

ge e

mp

loye

d/u

ne

mp

loye

d

Highest Certificate , diploma or degree

Labour Force: Employment Status

Unemployed

Employed

Graphic 2 – Labour Force: Education Level (Ottawa)

Statistics Canada, 2011 National Household Survey

Graphic 3 – Labour Force: Employment Status (Ottawa)


1


76%

4%

9%

9%2%

Sources of Income

Employment income

Investment income

Retirement pensions,superannuation and annuities

Government transfer payments

Other money income

HOUSEHOLD INCOME & SOURCE OF INCOME

10%

12%

14%

13%

12%

38%

50%

Income of Households

Under $20,000 $20,000 to $39,999

$40,000 to $59,999 $60,000 to $79,999

$80,000 to $99,999 $100,000 and over

Graphic 4 – Household income in 2010 (Ottawa)

Statistics Canada, 2011 National Household SurveyGraphic 5 – Sources of income (Ottawa)


HOUSEHOLD STRUCTURE

Figure 4 – Household type (Ottawa)


HOME OWNERSHIP & HOUSEHOLD SPENDING PATTERNS

Household Spending Patterns

12.6%28.5%

7.3%3.6%

6.1%20.1%

3.9%2.2%

7.0%0.4%

2.9%2.2%

0.3%2.8%

0.0% 10.0% 20.0% 30.0%

Food

Shelter

Household operation

Household furnishings and…

Clothing

TransportationHealth care

Personal care

Recreation

Reading materials and other…

Education

Tobacco products and alcoholic…Games of chance (net)

Miscellaneous expenditures

Percentage of total expenditure

Exp

en

dit

ure

ca

teg

ory

Housing tenure

Figure 5 – Housing tenure including presence

of mortgage and subsidized housing (Ottawa)


Graphic 6 – Consumers Expenditures

City of Ottawa, Environics Analytics 2016

MOBILITY

People who moved within the same city or town

People who moved to a different city or town

People who came from another country to live in Canada

25%

11%

64%

Figure 6 – Mobility and Migration (Ottawa)


KEY ECONOMIC SECTORS

annually for

life sciences research1$156M

of Canada’s industrial

telecommunications R&D1

90%

Technology Companies1+1700Canada’s

concentration of clean

energy researchers &

companies1

largest


Retail sector saw growth

of 3% in 2015 with an

increase in spending of

$700M1

KEY ECONOMIC SECTORS

Ottawa’s Agriculture accounts for

upwards of 10,000 jobs;

almost 300,000 acres being farmed by

approximately 1200 different operations2

Agriculture

2 – City of Ottawa, Agriculture Overview

Tourism and Major attractions3

Parliament Hill

Rideau Canal

ByWard Market

3 – Ottawa Tourism, Must-See Ottawa Attractions

National Cultural Attractions

Outdoor & Adventure

Festivals

high technology and the federal government1.

Main drivers of Ottawa’s economy

Two major sectors account

for 37% of total Ottawa GDP

1 – City of Ottawa, Economy and demographics

3 million tourists per year

INFRASTRUCTURE

Commercial Office Residential

Business District: Downtown Ottawa Key retail areasDowntown

Sparks Street Mall

Byward Market 1

Media Availability

Home to the head office of the

Canadian Broadcasting Corporation

Daily Newspapers

Figure 7 – Land in Use in Downtown Ottawa

City of Ottawa, Downtown Moves: Transforming Ottawa Streets


TRANSPORTATION

8 km O-Train rail line3

The Confederation Line Ottawa’s light rail train

It will begin operating in 2018 1

340 km of on-road

bicycle lanes3

Ranked #1on North

American Shared Mobility City Index2

$2.1-billion project including a

2.5-km tunnel through the downtown core 1

6000 kmof roads3

6th busiest passenger traffic airport in

Canada, serving more than 4 million travellers annually3

1 – Confederation Line, The Plan

2 – SMCI, Shared Mobility City Index 2016

3 – City of Ottawa, Transportation Master Plan

OTTAWA POLITICAL LANDSCAPE

Federal MPs1 Provincial MPPs2

Hon Marie-France

Lalonde

Hon Bob

Chiarelli

Hon Yasir

Naqvi

John Fraser

Hon. Catherine

McKennaAnita

Vandenbeld

David J.

McGuinty

Hon. Mauril

Bélanger

Canada’s minister

of the environment

1 – Parliament of Canada, Members of Parliament

2 – Legislative Assembly of Ontario, Current MPPs

OTTAWA POLITICAL LANDSCAPE

Local reps and their progressiveness

Mayor

Jim Watson

Re-elected mayor

27 October 20141

City CouncilComposed of

23 city councilors

and the mayor1 Environmental

Programs

Ottawa Cycling Plan

Ottawa Pedestrian Plan

Green Fleet Plan

Ottawa River Action Plan2

1 – City of Ottawa, City Council

2 – City of Ottawa, Planning and Development

QUALITY OF LIFE

Health care4,622 4,591

4,024 3,692 3,617

0

2,000

4,000

6,000

2011 2012 2013 2014 2015

Rate

per

10

0,0

00

po

pu

lati

on

Year

Crime Rate

The lowest violent

Crime rate in Canada1

4 major hospitals1

2.64 doctors for every 1,000 people1

Cost of housing

Figure 8 – Average Housing Cost Ottawa

Ottawa Real Estate Board, News and Information

1 – City of Ottawa, Immigration Ottawa

Graphic 7 – Crime Rate Ottawa

Statistics Canada, Cansim Table

QUALITY OF LIFE

-20-15-10

-505

1015202530

Tem

pera

ture

(°C

)

Month

Daily Average (°C) Daily Maximum (°C) Daily Minimum (°C)

Temperature

1000+ parks

70+ golf courses

Entertainment & leisure activities1

Culture and diversity1

800 km of bike paths

180 annual festivals and multicultural events,

cosmopolitan city

430 km of cross country trails

247 community skating rinks

1 in 4 residents have immigrated from other countries

1 – City of Ottawa, Immigration Ottawa

Graphic 8 – Average Temperatures (Ottawa)

Climatemps.com

Annual average snowfall of 235 cm1

CONCLUSION

3 – Mercer, Western European Cities Top Quality of Living Ranking

2 – MoneySense, Canada's Best Places To Live

Figure 9 – Evaluation of the community

3

1

1

2


Economic outlook

GDP growth forecasted at 2.1% in 2017 and Economic

tourism boost from Canada’s 150th birthday in 20171

Ottawa is a forward thinking, educated, progressive city with its key economic sectors

expecting substantial future growth

With its high ranking in wages, jobs, and standard of living, Ottawa has deservedly obtained the

#1 spot of best Canadian city in which to live

REFERENCES

City of Ottawa. (2013, March 27). Downtown Moves: Trasnforming Ottawa's Streets. Retrieved August 10, 2016, from http://documents.ottawa.ca/sites/documents.ottawa.ca/files/documents/dm_draft_report_en_0.pdf

City of Ottawa. (2013). Transportation Master Plan. Retrieved August 10, 2016, from http://documents.ottawa.ca/en/node/5836 City of Ottawa. (2015). Agriculture Overview. Retrieved August 10, 2016, from http://ottawa.ca/en/agriculture City of Ottawa. (2015). Economy and demographics. Retrieved August 12, 2016, from http://ottawa.ca/en/long-range-financial-

plans/long-range-financial-plan-iii-part-1-and-part-2/economy-and-demographics City of Ottawa. (2015). The Queen Makes Her Choice. Retrieved August 10, 2016, from http://ottawa.ca/en/residents/arts-culture-

and-community/museums-and-heritage/virtual-exhibit-ottawa-becomes-capital-0-0 City of Ottawa. (2016). City Council. Retrieved August 12, 2016, from http://ottawa.ca/en/city-council/mayor-jim-watson City of Ottawa. (2016). Locate Ottawa: Consumer Expenditures 2015. Retrieved August 10, 2016, from

http://www.locateottawa.ca/ed.asp?cmd=demognei2&selcounty=9999999Ottawa&report=Consumer_Expenditures&Submit=Show+Ottawa+Profile

City of Ottawa. (2016). Planning and Development. Retrieved August 10, 2016, from http://ottawa.ca/en/city-hall/planning-and-development

Climatemps. (2015). Average Temperatures in Ottawa, Ontario, Canada. Retrieved August 12, 2016, from http://www.ottawa.climatemps.com/temperatures.php

REFERENCES

Invest Ottawa. (2016). Why Ottawa. Retrieved August 10, 2016, from http://investottawa.ca/why-ottawa/ Legislative Assembly of Ontario. (2016). Current MPPs. Retrieved August 10, 2016, from

http://www.ontla.on.ca/web/members/members_current.do?locale=en Mercer. (2016). Western European Cities Top Quality of Living Ranking. Retrieved August 12, 2016, from

http://www.mercer.com/newsroom/western-european-cities-top-quality-of-living-ranking-mercer.html movmi. (2016). SMCI Shared Mobility City Index 2016. Retrieved August 10, 2016, from http://sharedmobilityindex.com/ Ottawa Real Estate Board. (2016). News & Information. Retrieved August 10, 2016, from

http://www1.ottawarealestate.org/home/NewsInformation/LatestNewsRelease.aspx Ottawa Tourism. (2016). Must-See Ottawa Attractions. Retrieved August 10, 2016, from

https://www.ottawatourism.ca/discover/must-see-ottawa-attractions/ Parliament of Canada. (2016). Members of Parliament. Retrieved August 12, 2016, from

http://www.parl.gc.ca/Parliamentarians/en/Constituencies/FindMP?textCriteria=ottawa Statistics Canada. (2002). 2001 Census of Population. Retrieved August 10, 2016, from

https://www12.statcan.gc.ca/english/profil01/CP01/Details/Page.cfm?Lang=E&Geo1=CSD&Code1=3506008&Geo2=PR&Code2=35&Data=Count&SearchText=ottawa&SearchType=Begins&SearchPR=01&B1=All&Custom=

REFERENCES

Statistics Canada. (2007). 2006 Census of Population. Retrieved August 10, 2016, from http://www12.statcan.ca/census-recensement/2006/dp-pd/prof/92-591/details/page.cfm?Lang=E&Geo1=CSD&Code1=3506008&Geo2=PR&Code2=35&Data=Count&SearchText=ottawa&SearchType=Begins&SearchPR=01&B1=All&Custom=

Statistics Canada. (2012). 2011 Census of Population. Retrieved August 10, 2016, from https://www12.statcan.gc.ca/census-recensement/2011/dp-pd/prof/details/page.cfm?Lang=E&Geo1=CSD&Code1=3506008&Geo2=PR&Code2=01&Data=Count&SearchText=ottawa&SearchType=Begins&SearchPR=01&B1=All&Custom=&TABID=1

Statistics Canada. (2012). 2011 National Household Survey. Retrieved August 10, 2016, from http://www12.statcan.gc.ca/nhs-enm/2011/dp-pd/dt-td/Rp-eng.cfm?LANG=E&APATH=5&DETAIL=0&DIM=0&FL=A&FREE=0&GC=3506&GID=0&GK=2&GRP=0&PID=105929&PRID=0&PTYPE=105277&S=0&SHOWALL=0&SUB=0&Temporal=2013&THEME=96&VID=0&VNAMEE=&VNAMEF=

Statistics Canada. (2016). CANSIM database: Incident-based crime statistics, by detailed violations. Retrieved August 10, 2016, from http://www5.statcan.gc.ca/cansim/a26

Statistics Canada. (2016). CANSIM database: Table 252-0051 - Incident-based crime statistics, by detailed violations, annual. Retrieved August 10, 2016, from http://www5.statcan.gc.ca/cansim/a26

Community Profile - Maria Luisa Campos, Sheri Hardy

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