Duane Hicks
The Economic Development Advisory Committee is recommending the town pursue the purchase of the former Ontario Tourism Information Centre (OTIC) here once it becomes available, and enter into a private-public partnership to support the cost.
The province has set a price of $390,000 for the building, but has not started the sale process as it is working on “duty to consult” requirements, and waiting for the cabinet to sign off on it, regional economic developer Geoff Gillon, of the Rainy River Future Development Corp., told council Monday night.
Advertising for partners has taken place, and there is early interest from both public and private organizations, Gillon added.
The RRFDC has presented EDAC with potential budgets for a variety of operations of the centre, with costs varying from $20,000-$120,000.
No model will be revenue neutral.
Given that the vacant OTIC won’t be available for purchase in time for the 2013 tourist season, EDAC also is recommending the tourism marketing plan for last year be continued this year.
This means the RRFDC will employ two summer students at the border to hand out tourism information, and train the summer students at the Sorting Gap Marina and Fort Frances Museum to supply tourists with brochures.
Last year, most of the costs for these students was defrayed by government grants—and these grants have been applied for again this year.
Without provincial or federal grants, the cost would be about $10,000.
Meanwhile, EDAC also is recommending the Town of Fort Frances undertake a branding exercise.
A consultant brought in to work on marketing materials for the town’s industrial area also suggested the town make a focused branding effort, citing the town needs to replace the aged and worn signage at its entrances, there is lack of a consistent message in the town’s marketing, and there is a need to create a plan around the future purchase of the OTIC.
This exercise will require hiring the services of a marketing expert and a community consultation process.
After a unique and authentic brand is agreed upon, the town will change its signage and other relevant assets to reflect it.
Since the process will cost $30,000-$50,000, EDAC is proposing to cut its budget for promotion to pay for this (this means cutting memberships and advertising for the 2013 season).
It largest tourism budget item is a grant to the Fort Frances Chamber of Commerce to assist with the mailing of brochures.
While EDAC is proposing that mailing costs continue to be paid on a fee-for-service basis, ad subsidies should be invested in branding.
Reducing memberships, scaling back grants, and pulling out of magazines like Bearskin Airline’s in-flight magazine and Sunset Country, and paid TV advertising for one season, will result in about $18,000 in savings.
The RRFDC can leverage federal and provincial funds to pay for the rest.
The Fort Frances area will continue to be marketed through billboards in International Falls, by students at the border, the “Escape to Ontario” campaign, signage at the Thunder Bay Airport, and social media.
Council referred both recommendations from EDAC to the Administration and Finance executive committee for its recommendation.
Also at Monday’s meeting, council approved a recommendation from EDAC to create an investment fund for the purpose of potential purchases of small- to medium-sized industries to bring them to Fort Frances.
Gillon said new industries can start up here with the
participation of private investors, but a fund is needed to get more “skins in the game.”
“We have to be more proactive,” he stressed. “[But] I’m optimistic. Fort Frances is going to be here. It’s been here since 1739.
“It’s changed—we’ve gone through fur trades and sawmills, and we’re changing with the pulp and paper industry,” Gillon noted.
“But the community is going to be here, and so we have to move on and be more proactive and more invested in ourselves.”
‘Go Local’ update
The “Go Local” initiative, meanwhile, continues to grow, with 35 businesses now participating and more than 1,000 people registered with rewards cards.
Business are “Go Local”-izing items everywhere, Gillon noted.
He added “Go Local” staff also have begun to send out $25 gift cards to “Go Local” rewards card carriers who have earned 300 points by buying goods and services from participating businesses.
“So we hope that we will now see some of that money that’s gone from the merchants into the ‘Go Local’ program going back to the merchants through the ‘Go Local’ cards,” Gillon remarked, adding how effective the program has been will become clear in the coming months.
He urged residents to sign up for their “Go Local” card today, either by going to a participating merchant or visiting golocalfortfrances.com
Businesses who have not signed up also are urged to participate (organizers have a goal of getting 50 businesses on board).
“We’re very, very pleased with the reception we’ve got, both from the consumers and the businesses,” said Gillon, noting the “Go Local” push began way back in 2010 at a Northern Networks conference.
Other RRFDC activities for the first quarter of 2013 included:
•attendance at prospectors’ meetings in Thunder Bay and Toronto, where representatives talked with mining suppliers and companies (the RRFDC has mailed out packages to about 60 companies in the first quarter of the year);
•working with a consultant to revamp promotional materials (website and print) for the industrial park here, and make it “investment ready” by re-pricing lots;
•fielding one inquiry for a large industrial building that may be promising, as well as a couple of inquiries about retail rental buildings, both of which resulted in occupancy;
•continuing to offer any help it can to Resolute Forest Products Ltd. and its repositioning of the local mill;
•submitting an application to the federal and provincial governments for a three-year economic diversification plan that is targeted at helping the community with potential transition, whether it’s supporting a new product at the mill or urging a new development strategy;
•beginning to learn about the ongoing forest tenure reform and what the town’s place in it will be; and
•revising the town’s building incentive program and promoted it through new brochures.
