AGENDA - Economic Development Advisory Committee - 20160609ECONOMIC DEVELOPMENT
ADVISORY COMMITTEE
MEETING AGENDA
THURSDAY,JUNE 9,2016
7 P.M.
LEKSAND ROOM
AURORA TOWN HALL
PUBLIC RELEASE
June 3,2016
TOWN OF AURORA
ECONOMIC DEVELOPMENT ADVISORY COMMITTEE
MEETING AGENDA
DATE:Thursday,June 9,2016
TIME AND LOCATION:7 p.m.,Leksand Room,Aurora Town Hall
1.DECLARATION OF PECUNIARY INTEREST AND GENERAL NATURE
THEREOF
2.APPROVAL OF THE AGENDA
RECOMMENDED:
THAT the agenda as circulated by Legal and Legislative Services be approved.
3.RECEIPT OF THE MINUTES
Economic Development Advisory Committee Meeting Minutes of pg.1
May 12,2016
RECOMMENDED:
THAT the Economic Development Advisory Committee meeting minutes of May 12,
2016,be received for information.
4.DELEGATIONS
Economic Development Advisory Committee Meeting Agenda
Thursday,June 9,2016 Page 2 of 2
5.MATTERS FOR CONSIDERATION
1.Memorandum from Manager of Long Range &Strategic Planning pg.6
Re:Development of an Attraction Strategy for the Hotel Industry
RECOMMENDED:
THAT the memorandum regarding Development of an Attraction Strategy for the
Hotel Industry be received;and
THAT the Economic Development Advisory Committee recommend to Council:
THAT $25,000 be allocated in the 2017 Budget to support the development
of an Attraction Strategy for the Hotel Industry.
6.INFORMATIONAL ITEMS
2.Memorandum from Manager of Long Range &Strategic Planning pg.9
Re:Economic Development Action Plan Update
RECOMMENDED:
THAT the memorandum regarding Economic Development Action Plan Update
be received for information.
3.Memorandum from Manager of Long Range &Strategic Planning pg.11
Re:Call for Town of Aurora Business Ambassadors
RECOMMENDED:
THAT the memorandum regarding Call for Town of Aurora Business
Ambassadors be received for information.
7.NEW BUSINESS
8.ADJOURNMENT
TOWN OF AURORA
ECONOMIC DEVELOPMENT ADVISORY COMMITTEE
MEETING MINUTES
Date:Thursday,May 12,2016
Time and Location:7 p.m.,Holland Room,Aurora Town Hall
Committee Members:Councillor Paul Pirri (Chair),Councillor John Abel (Vice Chair)
(departed 8:05 p.m.),Don Constable (departed 8:05 p.m.)
Marilee Harris,Javed Khan,and Bruce Walkinshaw
Member(s)Absent:Rosalyn Gonsalves
Other Attendees:Councillor Tom Mrakas,Anthony Ierullo,Manager of Long
Range &Strategic Planning,Michael Logue,Program
Manager,Economic Development,and Samantha Yew,
Council/Committee Secretary
The Chair called the meeting to order at 7 p.m.
1.DECLARATION OF PECUNIARY INTEREST
There were no declarations of pecuniary interest under the Municipal Conflict of
Interest Act.
2.APPROVAL OF THE AGENDA
Moved by Javed Khan
Seconded by Bruce Walkinshaw
THAT the agenda as circulated by Legal and Legislative Services,with the following
change,be approved:
New Business be discussed following Delegations.
CARRIED
Economic Development Advisory Committee Meeting Agenda
Thursday,June 9,2016 Minutes Page -1
-1 -
Economic Development Advisory Committee Meeting Minutes
Thursday,May 12,2016 Page 2 of 5
3.RECEIPT OF THE MINUTES
Economic Development Advisory Committee Meeting Minutes of March 10,2016
Moved by Don Constable
Seconded by Councillor Abel
THAT the Economic Development Advisory Committee meeting minutes of March 10,
2016,be received for information.
CARRIED
4.DELEGATIONS
(a)Doug Lindeblom,Economic Strategy Office,Regional Municipality of York
Re:Item 4 –Greater Toronto Investment Attraction Agency –Toronto
Global
Mr Lindeblom gave an overview of Toronto Global,and outlined the history of
the strategy,organizational structure,funding sources,the role of York
Region,and the potential benefits of the strategy.The Committee inquired
about the role of the Chamber of Commerce,and the benefits of the Toronto
Global in relation to the Town’s economic development.
Moved by Councillor Abel
Seconded by Bruce Walkinshaw
THAT the delegation by Doug Lindeblom be received for information
CARRIED
5.MATTERS FOR CONSIDERATION
None
6.INFORMATIONAL ITEMS
1.Memorandum from Manager of Long Range &Strategic Planning
Re:Small Cell Technology with Bell Canada
Economic Development Advisory Committee Meeting Agenda
Thursday,June 9,2016 Minutes Page -2
-2 -
Economic Development Advisory Committee Meeting Minutes
Thursday,May 12,2016 Page 3 of 5
Staff provided an update and informed the Committee that Bell Canada could be
implementing a small cell pilot project in Aurora.The Committee expressed their
support and discussed various aspects of the project.
Moved by Marilee Harris
Seconded by Bruce Walkinshaw
THAT the memorandum regarding Small Cell Technology with Bell Canada be
received for information.
CARRIED
2.Memorandum from Manager of Long Range &Strategic Planning
Re:Aurora Employment &Industry Trends
Staff provided background to the memorandum and noted that there is positive
employment and business growth.
Moved by Marilee Harris
Seconded by Bruce Walkinshaw
THAT the memorandum regarding Aurora Employment &Industry Trends be
received;and
THAT the information in this memorandum be presented at a future
Council meeting.
CARRIED
3.Memorandum from Manager of Long Range &Strategic Planning
Re:Activity Report
Moved by Javed Khan
Seconded by Bruce Walkinshaw
THAT the memorandum regarding Economic Development Action Plan Update
be received for information.
CARRIED
4.Memorandum from Manager of Long Range &Strategic Planning
Re:Greater Toronto Investment Attraction Agency –Toronto Global
Economic Development Advisory Committee Meeting Agenda
Thursday,June 9,2016 Minutes Page -3
-3 -
Economic Development Advisory Committee Meeting Minutes
Thursday,May 12,2016 Page 4 of 5
The Committee inquired about the benefits that Toronto Global could bring to the
Town.Staff advised that it could attract more business.
Moved by Bruce Walkinshaw
Seconded by Marilee Harris
THAT the memorandum regarding Greater Toronto Investment Attraction
Agency –Toronto Global be received for information.
CARRIED
5.Memorandum from Manager of Long Range &Strategic Planning
Re:Development of an Attraction Strategy for the Hotel Industry
Staff provided background to the memorandum and asked the Committee to
provide ideas for a work plan.The Committee discussed the objective of the
hotel,hotel development charges,feasibility studies,and the possibility of
sending marketing materials to architectural firms that specialize in hotel design.
Moved by Marilee Harris
Seconded by Bruce Walkinshaw
THAT the memorandum regarding Development of an Attraction Strategy for the
Hotel Industry be received;and
THAT comments provided by the Economic Development Advisory Committee
be considered by staff when developing of an attraction strategy for the Hotel
Industry.
CARRIED
6.Extract from Council Meeting of April 12,2016
Re:Economic Development Advisory Committee Meeting
Minutes of March 10,2016
Moved by Bruce Walkinshaw
Seconded by Javed Khan
THAT the Extract from Council Meeting of April 12,2016,regarding the
Economic Development Advisory Committee meeting minutes of March 10,
2016,be received for information.
CARRIED
Economic Development Advisory Committee Meeting Agenda
Thursday,June 9,2016 Minutes Page -4
-4 -
Economic Development Advisory Committee Meeting Minutes
Thursday,May 12,2016 Page 5 of 5
7.NEW BUSINESS
The Committee consented to discussing New Business following Delegations on
Approval of the Agenda.
Councillor Abel advised that Council recently endorsed a Music Strategy,and
provided copies of the Aurora Music Strategy to the Committee.The Committee
discussed the Music Strategy and decided that currently it does not fit within the
Committee’s strategic priorities.
New Business Motion No.1
Moved by Don Constable
Seconded by Councillor Abel
THAT the Aurora Music Strategy be received for information.
CARRIED
The Committee inquired about whether they have any input in the downtown
revitalization strategy,and asked questions regarding the proposed patios on Yonge
Street.Staff indicated that the Committee has not been directed to provide input,and
that the patios would be a pilot program which is pending Council approval.
The Committee inquired whether the targets outlined in the Business Retention &
Expansion Plan have been met for the year.Staff advised that they have not met the
business visitation requirements as yet,however it is anticipated that they will meet the
expected targets.
8.ADJOURNMENT
Moved by Javed Khan
Seconded by Bruce Walkinshaw
THAT the meeting be adjourned at 8:50 p.m.
CARRIED
COMMITTEE RECOMMENDATIONS ARE NOT BINDING ON THE TOWN UNLESS
ADOPTED BY COUNCIL AT A LATER MEETING.
Economic Development Advisory Committee Meeting Agenda
Thursday,June 9,2016 Minutes Page -5
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MEMORANDUM
DATE:June 9,2016
TO:Economic Development Advisory Committee Members
FROM:Anthony Ierullo,Manager of Long Range and Strategic Planning
RE:Development of an Attraction Strategy for the Hotel Industry
RECOMMENDATIONS
THAT the memorandum regarding Development of an Attraction Strategy for the
Hotel Industry be received;and
THAT the Economic Development Advisory Committee recommend to Council:
THAT $25,000 be allocated in the 2017 budget to support the development of an
Attraction Strategy for the Hotel Industry.
BACKGROUND
On April 26,2016,Council approved the following motion directing the Economic
Development Advisory Committee (EDAC)and staff to proceed with the development of
an attraction strategy for the hotel industry:
WHEREAS Aurora’s Strategic Plan identifies the establishment of a hotel and/or
convention centre that meets the growing needs of our businesses and residents as
a key objective;and
WHEREAS Aurora’s Cultural Master Plan,Economic Development Action Plan,and
Sport Plan all reference the need for a hotel;and
WHEREAS the Mayor and Members of Council have expressed the importance of
attracting a hotel to Aurora and identified it as a key priority this Term;
NOW THEREFORE BE IT HEREBY RESOLVED THAT the Economic Development
Advisory Committee and staff be directed to develop a strategy and comprehensive
action plan to enhance the Town’s ability to attract and secure a hotel;and
BE IT FURTHER RESOLVED THAT staff report back to Council prior to the approval
of the 2017 Budget.
100 John West Way
Box 1000
Aurora,Ontario
L4G 6J1
Phone:905-727-3123 ext.4742
Email:AIerullo@aurora.ca
www.aurora.ca
Town of Aurora
Planning &Development Services
Economic Development Advisory Committee Meeting Agenda
Thursday,June 9,2016 Item 1 Page -1
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June 9,2016 -2-Attraction Strategy for the Hotel Industry
Staff initiated a preliminary discussion with EDAC in May to seek feedback on the
Attraction Strategy for the Hotel Industry.Staff also attended the Potential Hotel
Development meeting hosted by the Aurora Chamber of Commerce on May 25,2016.
Based on the feedback received,staff are proposing a phased approach that examines
key issues and feasibility followed by a second phase that considers implementation
strategies based on the knowledge gained through the process.A more detailed
description of the proposed activities is described below:
Phase 1
Contextual Information
Location Decisions and Factors:Research and describe key factors that drive
investor location decisions and contributing factors
Hotel Development Cost Structure:General development cost guidelines for
hotel construction giving consideration to full service,select service,limited
service,and extended stay properties
Funding Opportunities:Discussion of sources of funding,interest rates,
debt/equity ratios,and amortization periods
Return on Investment Decisions:Discussion addressing capitalization rates and
typical return expectations
Municipal Fees and Charges:Discussion on the impact of municipal fees and
charges on hotel cost structures
Historic Supply and Demand Analysis:Provide a historic supply and demand
analysis for the GTA overall as well as the four major submarkets (ie.Downtown,
Toronto Airport,Toronto East/North,and Toronto West)
Hotel Sales Activity Analysis:Examination of recent hotel sales in the GTA as a
comparative to the costs associated with new potential hotel development
Needs Assessment
Stakeholder Consultation:Interviews with managers of local demand generators
and persons familiar with development patterns in the local market.Examine
opportunities to attract corporate business,meetings and conferences,tourist
and leisure demand,government/other,and discounted demand.This may be
completed in partnership with the Aurora Chamber of Commerce.
Economic and Tourism Overview :Assess current economic factors that may
impact the development
Historic Market Performance:Selection of appropriate market comparables,
review of the existing properties and recent market performance over the past 5
years.
Economic Development Advisory Committee Meeting Agenda
Thursday,June 9,2016 Item 1 Page -2
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June 9,2016 -3-Attraction Strategy for the Hotel Industry
Facilities Recommendation:Identify and recommended an ideal facility program
including the number,size,and mix of guestrooms,appropriate services and
amenities,food and beverage options,and meeting space size and mix,as well
as the appropriate type of hotel property to be developed and potential branding
options
Market Projections:Project annual supply growth for the market over the
projection period based on a review of potential/proposed/under construction
hotel properties in the competitive market.Projection of annual demand and
ADR growth on a segment by segment basis for the competitive market based on
market research and information gathered from interview with municipal officials
and existing hotel operators.
Property Market and Operating Projections:Project occupancy levels and ADR
levels for project.
Phase 2
Implementation Strategies
Identify implementation considerations for the Town of Aurora in order to
maximize the potential of attracting a potential investor/developer
Identify implementation considerations to maximize the project returns and
identify areas where project returns may be enhanced
Identify opportunities for targeted marketing and promotion to investors,relevant
Architects,etc.
Next Steps
In order to complete the above described scope of work,the Town would require the support
of an external consultant with an estimated budget of approximately $25,000.Staff are
recommending that the request for funding be forwarded to Council for consideration as part
of the 2017 budget process.
Economic Development Advisory Committee Meeting Agenda
Thursday,June 9,2016 Item 1 Page -3
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MEMORANDUM
DATE:June 9,2016
TO:Economic Development Advisory Committee
FROM:Anthony Ierullo,Manager of Long Range &Strategic Planning
RE:Economic Development Action Plan update
RECOMMENDATIONS:
THAT the memorandum regarding Economic Development Action Plan update be
received for information.
BACKGROUND
The following flow chart was endorsed by EDAC in May of 2015,as an overview of
ongoing economic development activities,plans,and strategies,and the committee’s
advisory role.
100 John West Way
Box 1000
Aurora,Ontario
L4G 6J1
Phone:905-727-3123 ext.4742
Email:aierullo@aurora.ca
www.aurora.ca
Town of Aurora
Planning &Development Services
Economic Development Advisory Committee Meeting Agenda
Thursday,June 9,2016 Item 2 Page -1
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June 9,2016 -2-Plans and Strategies Update
Subsequently,staff and EDAC discussed and proposed an update to the Economic
development Action Plan,which was approved by Council in August 2015.
COMMENTS
The following provides a brief update of the significant activities that have taken place since
the approval of the revised Economic Development Action Plan.
Broadband /Small Cell Technology
Major Puzzle Piece(s):Business Support Services
Smaller Puzzle Piece(s):Growth/BR&E
Town staff hosted representatives from Bell on a tour of town sites mid-May 2016,and are
working towards satisfactory wording on a proposed agreement to govern the potential
partnership,with a target of bringing the proposal forward for Council approval mid-2016.
Business Directory /Employment &Industry trends
Major Puzzle Piece(s):Business Support Services
Smaller Puzzle Piece(s):Growth/Enhancing Existing Resources
Town staff are prepared to present the information from the May 2016 EDAC report to
Council,regarding employment and industry trends 2014 to 2015.
Additionally,employment surveyors from York Region are hitting the field to collect 2016
business data,with a target to be starting in Aurora late June or early July.The Town will
help to raise awareness of the employment survey by promoting marketing materials.
Medical Uses in 2C Planning Area
Major Puzzle Piece(s):Innovation Centre /Campus
Smaller Puzzle Piece(s):Medical Campus
Implementation of the proposed marketing activities,outlined in a memo to EDAC March
2016,is intended to coincide with brining the lands to market.now The land owner (Emery
Investments)is currently finalizing site servicing with a 2016 target.
Downtown Revitalization
Major Puzzle Piece(s):Entertainment District /Community Square
Smaller Puzzle Piece(s):Aurora Promenade /Festivals and Events
In May 2016,Town Council approved a multi-stage planning approach outlining milestones
to assist with progress on Aurora’s Cultural Precinct (a three-block area bordered by Yonge,
Mosley,Larmont and Metcalfe streets).A repurposing study prepared by consultants for
Aurora was also presented in May.These two visions will be the basis for public consultation
over the summer and fall of 2016.
Economic Development Advisory Committee Meeting Agenda
Thursday,June 9,2016 Item 2 Page -2
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MEMORANDUM
DATE:June 9,2016
TO:Economic Development Advisory Committee Members
FROM:Anthony Ierullo,Manager of Long Range &Strategic Planning
RE:Call for Town of Aurora Business Ambassadors
RECOMMENDATIONS:
THAT the memorandum regarding Call for Town of Aurora Business Ambassadors
be received for information.
BACKGROUND
The Town of Aurora’s previous business ambassador program ran from the mid-1990’s
to mid-2000’s.The Program solicited key business leaders outside the Economic
Development committee to help promote Aurora as a first choice for new business and
families.The program was based on the principle that existing,successful businesses
are a unique touchpoint to attract new business.
After endorsement from the Economic Development Advisory Committee,staff received
direction from Council to re-establish the Business Ambassadors Program in the fourth
quarter of 2015.A business ambassadors program is supported through both the
Business Retention &Expansion action plan,and the Economic Development Action
Plan,and fits with the EDAC plans flow chart,under Business Support Services,and
Enhancing Existing Resources,or Connecting Business and Residents.
100 John West Way
Box 1000
Aurora,Ontario
L4G 6J1
Phone:905-727-3123 ext.4324
Email:mlogue@aurora.ca
www.aurora.ca
Town of Aurora
Planning &Development Services
Economic Development Advisory Committee Meeting Agenda
Thursday,June 9,2016 Item 3 Page -1
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June 9,2016 -2-Call for Aurora Business Ambassadors
COMMENTS
A call seeking Town of Aurora Business Ambassadors was initiated with a Public Notice in
the Town Notice Board on Thursday,June 2nd (see attached),plus advertisements in
Aurora’s newspapers,information on www.businessaurora.ca,and other communication
channels.Interested parties are encouraged to apply with a cover letter and resume.
The business ambassadors program aims to provide many benefits,including:
Creating economic development leads,and investments
Promoting business-to-business communications
Fostering better relations between the Town and Aurora business community
Promote the Town of Aurora and its programs
A small but dynamic group of key business people will be sought who:
Have a history of and/or commitment to positive civic involvement;
Have international,national and provincial business connections;
Have a high business contact rate in their normal business undertakings;
Possess a high level of credibility in their business community;
Are willing to be unabashed,enthusiastic supporters of the Town of Aurora
An Aurora Business Ambassador will be expected to:
Promote Aurora whenever possible,during the course of normal business activities,
as a place to live,work,and play,drawing from personal perspective.
Pass on prospective clients to Town of Aurora economic development staff,so that
formal contacts can take place.
Provide feedback on the ambassadors program.
Tools available to Aurora Business Ambassadors will include:
An introductory letter
Town of Aurora Community Profiles
Promotional items such as pins,pens,and Town-branded apparel
Shortlist of other readily available resources and contacts
Business Ambassadors will be encouraged to participate in regular two-way communication
with Town staff,and will be invited to a reception once a year to exchange information.
NEXT STEPS
The call for business ambassadors will remain open over a month,closing on Monday,
July 4,2016.Staff will compile applications and forward them to Council for official
selection at a closed session meeting,in a process similar to the selection of advisory
committee members.
ATTACHMENTS
Attachment 1 –Public Notice:Seeking Town of Aurora Business Ambassadors
Economic Development Advisory Committee Meeting Agenda
Thursday,June 9,2016 Item 3 Page -2
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Attachment 1
Economic Development Advisory Committee Meeting Agenda
Thursday,June 9,2016 Item 3 Page -3
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