HomeMy WebLinkAboutEcon Dev Adv - 2005-04-27
ECONOMIC DEVELOPMENT ADVISORY COMMITTEE
MINUTES
April 27, 2005
11:00 am -1:00 pm
Conestoga Room - City Hall
Attendance: Peter Benninger, Lawrence Bingeman, Ed Brooker, Howie Budd, Bob
Denton, Jane Jantzi, Mark Paleczny, Hans Pottkamper, Glen Woolner,
Councillor-John Smola
Shelley Adams, Patricia Bacon, Rob Browning, Hans Gross,
Carla Ladd, Bernadette Lowry, Janette MacDonald, Rob Morgan,
Michelle Schurter, Kathy Weiss, Silvia Wright
Mayor Zehr
Regrets:
Scott Baird, Shawky Fahel, Henrik Noesgaard
Absent:
Len Carter, Manfred Conrad
Hans Pottkamper chaired the meeting.
1. Review and Adoption of Minutes of March 23, 2005
The minutes were approved.
Moved by: Glen Woolner
Seconded by: Jane Jantzi
Carried
2. City Branding - Rosemary Pitfield
Rosemary presented the background and rationale behind the new "City" branding. This is not
intended to replace the corporate branding (i.e. clocktower logo), but is an extension of this branding.
It is intended to brand the city itself, and realign perceptions to position Kitchener as an innovative
entrepreneurial big city. The new brand imagery is not promoting Economic Development, but the city
itself. The theme is "Playground of the New Economy" and it features bright colours and abstract
imagery.
3. Tourism - Rosemary Pitfield
Recent attempts to partner with Cambridge have fallen through and staff will now focus on the
relationship with Waterloo. It would have been desirable to coordinate with Cambridge with respect to
membership, as it has been shown that there is not support for multiple memberships. Waterloo is
considering an information booth during peak seasons, and combining operations on a larger scale in
the future. Your Kitchener Store will not change names, but the brand will be KW Tourism. Marketing
efforts will target the Ontario market, and more specifically border locations.
4. Communitech Initiative - Jane Jantzi
In March Communitech launched its' new recruitment strategy, a culmination of research and survey
results showing that there is a shortage of skilled labour in the tech sector. In a sample of 70
businesses, there were 800 positions that needed to be filled. Specifically, local companies need
experienced talent such as Sr Managers and engineers. The programme will target local graduates
who have for example migrated to the US. Jane launched the programme in San Francisco and it was
met with a lot of interest from expatriates. One of the main elements of the programme is the launch
of the new waterlootechjobs.com portal to post positions, resumes, and promote the area as an
attractive place to live and work.
5. Culture Plan II - Erina Harris
Erina Harris presented a synopsis of Culture Plan II which is in the review stage. Culture Plan II
reflects the new economy, and a shift toward multiculturalism. It identifies culture as a point of
competitive advantage in attracting world-class talent. Current economic spinoffs of culture are
unknown, however multipliers range from 1.2 to 3.2 (large city like Toronto). Culture has been
identified as an impetus to revitalization, and economic invigoration.
The committee supported the efforts of staff with respect to culture, but were concerned that others
may not see the benefits unless more specific economic impacts can be identified.
Meeting terminated.
Janette MacDonald, Recording Secretary
Economic Development Advisory Committee
Next Meeting: May 25, 2005
11:00am-1:00 pm
Conestoga Room , Kitchener City Hall