Page 1

advocate MARCH | APRIL 2013

Come Taste the Tradition: Embrace the Change Handling Common Employment Perks & Pitfalls Focus on Tourism keeps Festivals in Business

mile feast


features 14



Handling Common Employment Perks & Pitfalls Tim Sothern

16 20


Heather Hutchings


Come Taste the Tradition: Embrace the Change

Cober Evolving Solutions



Adamski Photography, Lisa Malleck Photography & Pirak Studios

Engaging a Venue



The Future Challenges of Tourism in Waterloo Region Mary D’Alton


Focus on Tourism keeps Festivals in Business

Teri Hetherington and Julie Tedesco

Immigration: How to go from Tourist to Local

Tourism: It Helps Define Our Community


Darlene Jones


Murray Costello



Tourism and Hospitality a Local Growth Sector Ian McLean


Art Sinclair





Welcoming the McMaster MD Class of 2015 Mary Sue Fitzpatrick




Promoting the Region through Junior Hockey


Winter Networking


March 15, 2013 for May | June 2013 July 19, 2013 for September | October 2013 September 20, 2013 for November | December 2013


Sandra Bender, Murray Costello, Mary D’Alton, Mary Sue Fitzpatrick, Ken Jessop, Mark Kreller, Ian McLean, Jennifer Roggemann, Art Sinclair, Tim Sothern CONTRIBUTORS:


Jennifer Roggemann


David MacLellan – Don Critelli – Michelle Kienitz – CONTRIBUTING WRITERS:


Mark Kreller



Ken Jessop

Sandra Bender


Art Sinclair



December 1, 2012 to January 31, 2013



Proposals and articles are accepted via mail or email c/o Editor - Advocate. Please do not send originals. All contributors articles must be accompanied by a head shot in a jpg file and a 40 word author’s bio.

Mark Your Calendar



Conestoga Mall, Growing with Waterloo Region since 1978



Heather Hutchings - PRINTED IN CANADA BY:



Achieving Success Chamber Members SPONSORSHIP

Chamber Sponsors


ADVOCATE - PUBLICATIONS OFFICE 80 QUEEN STREET NORTH, PO BOX 2367 KITCHENER, ONTARIO N2H 6L4 The Advocate is a bi-monthly membership benefit publication of the Greater Kitchener Waterloo Chamber of Commerce. Advertising content and the views expressed herein are those of the contributors and do not constitute endorsement by the Chamber. The Advocate follows the Canadian Code of Advertising Standards (1990), copies are available through the Publisher. The Chamber cannot be held responsible for any errors or omissions that may occur and has the right to edit material submitted. The Chamber will not accept advertising with competitor comparison claims and has the right to refuse advertising that is deemed to be false, misleading, or inappropriate.

advocate MARCH | APRIL 2013


message from the chair

Tourism: It Helps Define Our Community BY MURRAY COSTELLO This edition of the Advocate focuses on tourism and hospitality and the critical role this industry plays in defining our community.

• The collaborative mindset - in this case between volunteers, local businesses and community leaders;

Tourism is broadly defined as travel for recreational, leisure or business purposes. The concept of tourism was a by-product of the Industrial Revolution and today is a popular global leisure activity. There are approximately 1 billion international tourist arrivals worldwide annually spending an estimated 1 trillion dollars. Tourism is a dynamic and competitive industry that requires skills and expertise to constantly adapt to customers changing needs and interests.

• The ability to successfully execute;

Tourism generates large amounts of income in payment for goods and services. It also creates opportunities for employment in hospitality services, transportation services and arts and entertainment venues, such as cultural events, shopping malls, live music and theatres. Some leaders have defined tourism as an activity essential to the life of communities because of its direct effects on social, cultural, educational, economic sectors of societies. As a community we are fortunate to have a number of outstanding culturally based festivals as part of our tourism industry, two of which are highlighted in this edition of the Advocate. Both of these festivals have been a part of our community for well over forty years and are well recognized beyond the boundaries of our community. North America’s largest Bavarian Festival, the Kitchener-Waterloo Oktoberfest, generates a multi-million dollar economic impact by drawing 700,000 visitors and creating revenue opportunities for more than fifty not-for-profit organizations annually. Elmira’s Maple Syrup Festival is celebrated each spring, an event that brings 2,000 volunteers together to ensure a memorable cultural experience for the up to 80,000 visitors. Through the dedication and work of these volunteers, the Festival has become one of rural Ontario’s premier agricultural based events. What strikes me about both of these long standing festivals is their ingredients for success are consistent with the success drivers for Chamber members’ own businesses: • The continual focus on staying vibrant;



• The recognition of the importance of being integrated into and part of the community; • The spirit of giving back to ensure the betterment of all. There are many other local excellent arts, comedy and music festivals, galleries, historic sites, museums, sporting events, markets and other entertainment venues that all help to define our community. Their activities and events enable change and growth for the social, cultural, educational and economic sectors of our community. As your Chamber we recognize the vital importance of the tourism industry and the numerous positive impacts it creates. We will continue to advocate on its behalf and we will look for opportunities to supports its growth. I hope that you find this edition of the Advocate educational and that you are able to personally enjoy what the tourism industry has helped to create here in our own backyard. I extend my thanks to the volunteers, the supporters, the employees and the leaders of this sector for their efforts in helping to shape our community.


Murray Costello CHAIR, BOARD OF DIRECTORS Murray Costello is the Union Gas District Manager for Waterloo/Brantford. He is accountable for the safe and efficient construction, operation and maintenance of the natural gas distribution system within the district. Murray received his Engineering Degree from the University of Waterloo and is an active community volunteer.

message from the president

Tourism and Hospitality a Local Growth Sector BY IAN MCLEAN A discussion of Waterloo Region’s main economic drivers usually includes information technology, manufacturing, agriculture and food processing, and education. However one industry that requires inclusion in the list is tourism and hospitality. The Waterloo Regional Tourism Marketing Corporation (WRTMC) frequently notes in their promotional material that tourism contributes more to the Ontario GDP than manufacturing, forestry and aerospace, so their level of economic activity is significant. Also, the tourism industry frequently emphasizes that they are the only major sector with a presence in every town, city, and province across Canada. This factor is certainly evident in Waterloo Region, as tourism generates immense activity in both the urban and rural areas. Ken Jessop from the Elmira Maple Syrup Festival has provided an excellent article on the history of their event which is still thriving – and growing – after nearly half a century. It is one of the province’s premier rural and agricultural attractions. As outlined in this edition of the Advocate, our local tourism sector is an impressive mix of institutions such as the Centre in the Square and many annual festivals and events including Oktoberfest. The common objective is attracting visitors and ensuring their Region of Waterloo experience leads to future visits and expanded business opportunities for local operators. Statistics from the WRTMC presented to an All Council meeting at the Region headquarters in December of 2011 indicated an increase in local person visits from 2007 to 2009, while visitor spending escalated from $346 million to $371 million. Tourism is a growth industry locally, provincially and nationally. However as Mary D’Alton noted in her article the major issue for the local and provincial tourism sector is the establishment of new gaming facilities through the Ontario Lottery and Gaming Corporation (OLG). Our Chamber has been highly active in this portfolio, hosting an event with OLG President Rod Phillips and providing a second opinion article for the Waterloo Region Record that was published on February 4.

We have emphasized that a growing population and economic base in Waterloo Region has initiated escalating infrastructure and public service demands, therefore it is inherent that all levels of government consider all potential forms of revenue to support this growth. Also, with respect to an issue of major importance for the local tourism sector and broader business community, Waterloo Region does not possess a convention centre for attracting national and international events on a level similar to Hamilton or London. Since the announcement from the OLG approximately one year ago that they would be considering new gaming sites, there has been a heavy volume of informal discussions across the Region regarding the potential of connecting a casino to a much-needed conference centre. Of the many issues that require public discussion related to a casino, this is one of the most important. Fundamentally, the Chamber neither endorses nor opposes a casino and we are simply asking local municipalities to open the public debate and allow a fulsome consideration of the relevant issues for Waterloo Region. Above the current political debates, our local tourism sector remains a driver of jobs, economic growth and business opportunities. Our Chamber will continue advocacy efforts for the private and non-profit organizations that comprise this integral component of the regional economy.


Ian McLean Ian McLean is President and CEO of the Greater Kitchener Waterloo Chamber of Commerce.

advocate MARCH | APRIL 2013


awards nominations

The Greater Kitchener Waterloo Chamber of Commerce would like to thank all our sponsors and volunteers. Your efforts helped us present an outstanding 2013 Business Awards Gala. This Gala event recognizes Greater Kitchener Waterloo Chamber of Commerce members who have made exceptional contributions through their involvement and leadership for the betterment of our community.




Promoting the Region through Junior Hockey BY ART SINCLAIR Members of the local business community that belong to national organizations, or regularly conduct business across Canada, can readily designate institutions and organizations the rest of the country identifies with Waterloo Region. The first would be BlackBerry. Other Canadians know St. Jacobs and some remember that the country’s longest serving Prime Minister was born here. Another organization mentioned is the East Avenue Blue Shirts, as local radio personality Mike Farwell often refers to them, or Kitchener Rangers. Frequently cited as one of Canada’s most storied major junior hockey franchises both in terms of on-ice success and sending players to the National Hockey League, the organization is well known to fans in eastern and western Canada. Major junior hockey in Canada is huge. There are seven NHL teams however in smaller centres like Shawinigan, Medicine Hat, or Brandon, the local clubs generate passions and rivalries that are unmatched. London and Kitchener or Oshawa and Peterborough are two of the most prominent in Ontario, but every province has contests that are equally intense. Apart from the fan interest, major junior hockey is a significant business. A high level of activity is generated annually through the Memorial Cup, the national championship conducted in May with a representative team from the Quebec, Ontario and Western leagues along with the host city. As we all remember Canada was watching Kitchener in 2008 and there are a few of us who recall the 1984 event as well. The host of the 2013 tournament will be Saskatoon, where the economy is in overdrive due to heavy demand across world markets for potash and other major commodities extracted from the prairie soil. Officials in the Saskatchewan city expect a $19 million economic impact next spring. Sports fanatics have probably seen the Rogers Sportsnet series entitled On the Edge which follows the host Saskatoon Blades in a documentary/reality show format as the team moves towards the tournament. It is an unprecedented insight into the challenges of long and cold winters on the prairies and the pursuit of hockey glory.

Another storied Canadian franchise is the Kelowna Rockets, who hosted and won the Memorial Cup in 2004. The tournament that year was memorable since it was held months after one of the most devastating forest fires in recent Canadian history destroyed nearly 250 homes in the British Columbia city. A 2010 study conducted by University of British Columbia Economics professor Kenneth Carlaw estimated that the total annual economic impact of the Rockets on the City of Kelowna is $31.5 million. The report goes far beyond ticket sales, sponsorships, and visitors to the city and incorporates 20 former players that have returned to the community and assumed residency. The annualized impact of these long term effects is $7.5 million alone. The Memorial Cup arrives in Ontario every third year and the competition for hosting in 2014 is intense. Some of us recall the media conference at Kitchener City Hall in May of 2007 when Canadian Hockey League President Dave Branch arrived with the good news – for once as he stated – that the Memorial Auditorium would see the best junior hockey in Canada twelve months in the future (unfortunately for the locals, an American-based team actually won). A Windsor Star report from late January indicated that city council was supporting a bid by the Spitfires for next year. A short list of contending cities will be released in early March with the host selected by May, prior to the start of the 2013 tournament. In the short term, we all hope the Rangers will be flying to Saskatchewan this spring.


Art Sinclair Art Sinclair is the Vice President Policy and Advocacy for the Greater Kitchener Waterloo Chamber of Commerce.

advocate MARCH | APRIL 2013


perspective on health care

Welcoming the McMaster MD Class of 2015 BY MARY SUE FITZPATRICK


The Greater Kitchener Waterloo Chamber Health Care Resources Council welcomed the first 15 undergraduate medical students – the Class of 2010 – when they arrived in Kitchener in 2007 to begin their first year studies at the new Waterloo Region Campus of the Michael G. DeGroote School of Medicine. Since then, we have welcomed five more Classes and seen three Classes graduate and move into residency programs on their way to practicing medicine. A number of these graduates chose family medicine over other specialties and many earned placements in the K-W Family Medicine Residency Program. This past December the Chamber again sponsored the School’s annual Welcome Reception & Dinner for the first year undergrads – the Class of 2015 – at the Waterloo Inn Conference Hotel. HealthForceOntario, the recruitment and marketing arm of the



Ministry of Health and Long-Term Care, was this year’s lead sponsor and our counterpart recruiters in Cambridge & North Dumfries, Doctors4Cambridge, joined us in co-sponsoring the event.

Recognizing Outstanding McMaster Faculty Members & Staff The new Class met some of their second and third year class peers and members of the local McMaster faculty and staff. They also joined them in recognizing physician preceptors and advisors who have made outstanding contributions to the medical students’ education experiences this past year. Nominations for these annual Faculty Awards come from the medical students and the recipients are selected by a student selection committee. Awards for excellence in teaching and mentorship were conferred by a group of very enthused and grateful medical learners.

perspective on health care




Dr. John Pope was the recipient of the Excellence in Teaching – Clinical Skills. He was nominated by Class of 2013 student Michael Brown who stated that: “Dr. Pope simply has a charisma that translates seamlessly into enthusiastic clinical teaching. He was very keen and eager to have students around and made sure to emphasize key clinical teaching points about both the art and science of medicine.” Dr. Catherine Barlow was the recipient of the Excellence in Teaching – Professional Competency Tutor. She was nominated by Class of 2015 student Jordan Farag who said: “From day one of Professional Competencies, I have gotten the genuine sense that Catherine is committed to giving each student the best possible learning experience. She puts us first, and is completely open to student opinion, allowing it to shape the way we learn.” Dr. Darren Bridgewater was the recipient of the Excellence in Teaching – Tutorial Leader Anatomy. He was nominated by Class of 2014 student Russell Sterret who relayed that: “Dr. Bridgewater consistently demonstrates passion for his job as an educator that is evident in the positive, energetic attitude he brought to anatomy every week.”


The Mentorship Award was conferred upon Dr. John Stickney. Class of 2013 student Ben McCutcheon nominated him for his mentorship in family medicine. “As one of the kindest men I know, I have no concerns about John’s sensitivity to learning needs. He has a special way about instilling confidence in learners. He’s always willing to teach, and never puts pressure to give an answer. As someone who is nearing the end of 52 weeks straight of clerkship, I can confidently say that John has created by far the best, most productive, and safest learning environment that I have encountered.” The Waterloo Region Campus of the McMaster Medical School is truly privileged to have such high caliber physician educators and mentors among their faculty. They are to be congratulated for enhancing the learning experiences of these bright and aspiring young health care professionals. And we, as a community, are privileged to have these student learners living and training here.


Mary Sue Fitzpatrick Mary Sue is Vice President Family Physician Resources and Health Advocacy.

Photos by Lisa Malleck Photography advocate MARCH | APRIL 2013



Winter Networking 1







Photography by Adamski Photography

GRAND RIVER CONTRACTING INC. ANNOUNCEMENT Len Brunen, President of Grand River Contracting Inc. (GRC ) is pleased to announce two recent key additions to his management staff.

86 Howard Place, Kitchener ON Tel: 519-748-4955


Seated: Wade Gayowsky Senior Project Manager. Standing: Daryl Conly Business Development Manager.


Wade Gayowsky has been hired as 'Z͛Ɛ ^ĞŶŝŽƌ WƌŽũĞĐƚ DĂŶĂŐĞƌ ĂŶĚ Daryl Conly as the Business Development Manager.

Wade has over 15 years experience in the ICI construction industry spending the last 5 years working as a Project Manager for Ellis Don. He demonstrated exceptional management skills in meeting deadlines and budgets on projects of various types and sizes across Ontario and Eastern Canada. Before Elllis Don, Wade spent several years with First Gulf Developments including supervising the multi-million dollar completion of Waterloo Square.

Daryl has been in the real estate and development business for 30 years with nearly 20 of those LJĞĂƌƐ ǁŝƚŚ DĐŽŶĂůĚ͛Ɛ Restaurants of Canada and Tim Hortons before that. Daryl has worked with many prominent developers and commercial property owners in Ontario. Visit the GRC website at







6) 7) 8)



Photography by Adamski Photography Presents

@GrandRiverShows #WRFoodDrink

May 2-4, 2013


Thursday & Friday, 4pm-10pm Saturday, 12pm-10pm SHOW Special Events & Flowers

$12 Admission

Admission includes souvenir wine glass

I N C.


advocate MARCH | APRIL 2013


new members

December 1, 2012 to January 31, 2013 AML Communications Your Rogers Authorized Dealer

CIBC - King & Queen, 2nd floor, Commercial Banking

Future Focus Inc - High Performance Leadership

Telecommunications Fauve Den Dekker, Store Manager 685 Fischer Hallman Road Kitchener, ON N2E 4E9 Email: Web: Phone: (519) 571-0910

Banks Tim Cant, Director 1 King Street East 2nd floor Kitchener, ON N2G 2K4 Email: Web: Phone: (519) 742-4120

Executive Search Consultants Michael Snyders, President 452 Annapolis Court Waterloo, ON N2K4E7 Email: Web: Phone: (519) 897-6245 / Fax: (519) 570-4187

AML Communications Your Rogers Authorized Dealer

CIBC - St Clements

Hogg Mechanical

Banks Debbie Mitchell, Financial Advisor - Business 3575 Lobsinger Line, St Clements, ON N0B 2M0 Email: Web: Phone: (519) 699-4414 / Fax: (519) 699-6103

Air Conditioning Contractors Ryan vanDyk, Sales Manager 5 Hill Street, Kitchener, ON N2G 3X4 Email: Web: Phone: (519) 579-5330 / Fax: (519) 744-2051

Cynosure Jewelry

Entertainment Care Humphries, President 20 Mayfield Avenue Unit 21 Waterloo, ON N2J 4M5 Email: Web: Phone: (519) 404-0856

Telecommunications Sean Tattleman, Store Manager 230 The Boardwalk Unit 2 Kitchener, ON N2N 0B1 Email: Web: Phone: (519) 579-6333

Andy Geschi - ReMax Twin City Realty Inc. Real Estate Brokers & Sales Representatives Andy Geschi, Sales Representative 901 Victoria Street North Kitchener, ON N2B3C3 Email: Web: Phone: (519) 579-4110 / Fax: (519) 579-3442

Carina Gaspar Clowns Carina Gaspar, Owner 42 Erb Street East Waterloo, ON N2J 1L6 Email: Phone: (647) 456-4564

CGM Law Legal Service Plans Cameron Mitchell, Owner/Founder 536 Applerock Court Kitchener, ON N2A 4M5 Email: Web: Phone: (519) 505-2001

CIBC - Ira Needles Banks Stephen Smart, Financial Advisor - Business 120 The Boardwalk Kitchener, ON N2N 0B1 Email: Web: Phone: (519) 571-0439 / Fax: (519) 571-9245

CIBC - King & Queen, 1st floor Banks Danielle Fitzgerald, Financial Advisor - Business 1 King Street East, 1st floor Kitchener, ON N2G 2K4 Email: Web: Phone: (519) 742-4120 / Fax: (519) 570-5525



Artists - Fine Arts Shannon Kennedy, Owner 42 Erb Street East, Waterloo, ON N2J 1L7 Email: Web: Phone: (519) 722-2364

Downtown Crepe Cafe Cafe Bruno Kalaminec, Owner 28 Benton Street Kitchener, ON N2G 0B1 Email: Phone: (519) 744-7667

Ecohome Technologies Heating Contractors Peter Wagner, Managing Director 5 Hill Street Kitchener, ON N2G 3X4 Email: Web: Phone: (519) 772-2010 / Fax: (519) 744-2051

Event Loft Event Planning Jennifer Schrafft, Owner, Event Manager 28 Jacob Cressman Drive, Baden, ON N3A4K9 Email: Web: Phone: (226) 972-4811

Exhale Entertainment Event Planning Sarah McGuire, Director PO Box 313 - 425 Hespeler Road, Unit 6 Cambridge, ON N1R 8J6 Email: Web: Phone: (226) 750-6802

I.R.I.S. Entertainment Corporation

Jacobs Property Management Property Management Ray Jacobs, President 69 Cardinal Crescent South Waterloo, ON N2J 2E6 Email: Web: Phone: (519) 580-5478

Koebel-Medlicott Real Estate & Appraisals Incorporated Real Estate Karen Koebel-Medlicott, Broker of Record/President 312 Townsend Drive, Breslau, ON N0B 1M0 Email: Web: Phone: (519) 581-7709 / Fax: (519) 648-3922

L. C. Writing Services Communication Services Leslie Cook, Owner 384 Dansbury Drive Waterloo, ON N2K 3C2 Email: Web: Phone: (519) 208-2508

LINK Picnic Festival / LINK Network Festivals Sylma Fletcher, Director 5-420 Erb Street West, Suite 452 Waterloo, ON N2L 6K6 Email: Web: Phone: (519) 721-5746 Employment Service Peter Mattei, Director 44 Frid Street Hamilton, ON L8N 3G3 Email: Web: Phone: (905) 525-1708 / Fax: (905) 525-9287

M&T Bank Banks Catharine Ackerson, Vice President, Commercial Banking 161 Bay Street, Suite 2520 - PO Box 209 Toronto, ON M5J 2S1 Email: Web: Phone: (416) 214-2340 Fax: 1 (416) 363-0768

Meaghan Olinski Artists - Fine Arts Meaghan Olinski, Owner 42 Erb Street East Waterloo, ON N2J 1L6 Email: Web: Phone: (519) 591-6066

Michel Technical Solutions Inc. Marketing Consultants Valerie Michel, Owner 525 HIghland Road West - Suite 408 Kitchener, ON N2M 5P4 Email: Web: Phone: (519) 575-5101

Minds Eye Studio Art Artists - Fine Arts Jennifer Gough, Artist/Owner 154 Victoria Street South- Unit 7 Kitchener, ON N2G2B5 Email: Web: Phone: (519) 504-3426

Motion 1 Corp Business Consultants Bryan Schieck, President 68 Livingstone Crescent Cambridge, ON N3H 5S8 Email: Web: Phone: (519) 500-9277

MV Coatings / Mur-Van Manufacturing Furniture Manufacturers Phillip Stevens, President 16 Hoffman Street, Kitchener, ON N2M 3M4 Email: Web: Phone: (519) 743-2084 / Fax: (519) 743-8971

new members

Natalie Veras Fitness

Regional Property Inspections

Scottish Development International

Trukat Ltd

Health & Fitness Program Consultants Natalie Veras, Owner/Personal Trainer 200 Pinegrove Crescent, Waterloo, ON N2L 4V1 Email: Web: Phone: (226) 339-8415

Home Inspection Service Peter Blackwell, Owner 271 Hillcrest Road Cambridge, ON N3H 1B3 Email: Phone: (519) 620-3232

Economic Development Raymond McGovern, Senior Vice President 777 Bay Street, Unit 2800 Toronto, ON M5G 2G2 Email: Web: Phone: (416) 408-4338

Property Management Katie Poser, Office/Property Manager 159 Frederick Street - Unit A1 Kitchener, ON N2H 2M6 Email: Phone: (226) 339-5050

Opus II

Ron's Lawn Care & Outdoor Maintenance

Seifert Virtual Solutions

Photographers Laura Cook, Owner/Photographer 31 Hopeton Street Cambridge, ON N1R 3T4 Email: Web: Phone: (226) 808-7209

Music Publishers David Knarr, Partner 100 Ahrens Street West, Kitchener, ON N2H 4C3 Email: Web: Phone: (519) 743-4362 / Fax: (519) 743-4329

Orsan Air Services - Duct Cleaning Duct Cleaning Frank Orsan, Owner 8 Thorncliffe Street Kitchener, ON N2N1Z2 Email: Web: Phone: (519) 954-4778 / Fax: (519) 954-4708

Pamela Clayfield Artists - Fine Arts Pamela Clayfield, Owner 475 Parkside Drive - Unit 1 Waterloo, ON N2L 4X6 Email: Web: Phone: (519) 880-8533

Paul T. Cody - ReMax Real Estate Centre Real Estate Brokers & Sales Representatives Paul T Cody, Team Leader 766 Hespeler Road Cambridge, ON N3H 5L8 Email: Web: Phone: (519) 740-1105/ Fax: (519) 740-4805

Lawn Maintenance Ron Binkle, Owner 222 Zeller Court, Kitchener, ON N2A 4A9 Email: Phone: (519) 497-5108

Information Technology Management Karin Seifert, Owner 117B Northlake Drive, Waterloo, ON N2V1L1 Email: Web: Phone: (519) 503-0758

Sandu Sindile

T Stone Mailing Inc.

Artists - Fine Arts Sandu Sindile, Owner 40 Lower Canada Crescent Kitchener, ON N2P 1E8 Email: Phone: (519) 894-6039

Sandvine Incorporated Computer Networking Lars Pastrik, AVP, Human Resources 408 Albert Street, Waterloo, ON N2L 3V3 Email: Web: Phone: (519) 880-2400 / Fax: (519) 880-2245

Sarah Kernohan Artists - Fine Arts Sarah Kernohan, Artist/Owner 141 Whitney Place, Studio 3 Kitchener, ON N2G 2X8 Email: Web: Phone: (519) 580-4774

Scholars' Hall Schools - Academic - Elementary & Secondary Frederick Gore, Director 888 Trillium Drive, Kitchener, ON N2R 1K4 Email: Web: Phone: (519) 888-6620

Vision Photography

Vyana Wellness Clinic - Bodytalk / Chinese Massage Services

Mailing Lists and Services Frank Mosey, Mailing Specialist 131 Sheldon Drive - Unit 19 Cambridge, ON N1R 6S2 Email: Web: Phone: (519) 740-9235

Holistic Health Services Michael Cruickshanks, Owner 124 Weber Street South, Waterloo, ON N2J2A7 Email: Web: Phone: (519) 772-1099

Tania Hanscom Fine Art

Waterloo Maaco Collision Repair & Auto Painting

Artists - Fine Arts Tania Hanscom, Artist 265 Christopher Drive Cambridge, ON N1P 1A1 Email: Web: Phone: (519) 621-6460

The Asset Planning Group Financial Planning Consultants Ana Amaral, Office Manager 423 King Street North, Waterloo, ON N2J 2Z5 Email: Phone: (519) 804-2020 / Fax: (519) 725-5377

Automobile Body Repairing & Painting Josh Laur, Owner-President 656 Colby Drive, Waterloo, ON N2V 1A2 Email: Web: Phone: (226) 240-7141 / Fax: (226) 240-7142

We Care Home Health Services Home Health Care Services Ben Fluter, Business Development Manager 700 Strasburg Road - Unit SO-30 Kitchener, ON N2E 2M2 Email: Web: Phone: (519) 576-7474

advocate MARCH | APRIL 2013



Handling Common Employment Perks & Pitfalls BY TIM SOTHERN With such a diverse range of employment perks being offered to employees as part of today’s compensation packages, treating benefits correctly for tax has become more challenging. Unfortunately, mistakes in accounting for and reporting employee benefits can lead to unnecessary Canada Revenue Agency (CRA) audits, penalties and interest charges. Recently, we sat down with Janet Spence, Manager of Compliance Programs and Services, Canadian Payroll Association (CPA), to discuss the CPA’s views on the most common payroll reporting pitfalls.

Vehicles When an employee is provided with unrestricted use of an employer’s vehicle, the “personal use” portion is a taxable benefit. Employees must maintain proper logbooks which segregate business and personal driving in order to prevent under-reporting of the automobile benefits on their T4s. Employees using their own automobile for work may receive a vehicle allowance from their employer. This allowance is generally taxable to the employee unless it is based on a reasonable mileage rate (i.e. as prescribed in the Income Tax Regulations) and the employee was not reimbursed for any vehicle-related expenses.

Stock options The tax rules that apply to employee stock options can be complex. Simplified, a benefit to the employee will generally arise when stock options are exercised, unless the employer is a Canadiancontrolled private corporation, in which case taxing of the benefit may be deferred until such time as the shares are disposed. Irrespective of when the benefit arises, it will be taxed in the employee’s hands as employment income.

Shareholder benefits and loans When a low-interest or no-interest loan is made by a corporation to its owner-manager, a taxable benefit is attributed to that shareholder for the value of the imputed interest benefit on the loan. In some cases, and subject to certain criteria, the entire amount of the loan may be included as income of the shareholder as well.

Parking The fair market value of employer-provided parking is generally considered a taxable benefit. The existence and amount of parking benefits will depend on the specific facts of each employeeemployer situation.



RRSP benefits An employer’s contribution to an employee’s RRSP must be reported as a taxable benefit on the employee’s T4. If the employer contributes directly to an employee’s RRSP and has reasonable grounds to believe that the employee can deduct the contribution in the year, taxes do not have to be withheld on this taxable benefit. However, CPP and EI (if applicable) will be required to be withheld on such contributions to an employee’s RRSP.

Gifts and awards Non-cash gifts and awards received by employees to recognize an occasion will not be taxable, provided that the aggregate fair market value is less than $500 annually. Cash or near-cash gifts or awards (such as gift certificates or gift cards) are always taxable to the employee.

Avoiding the PIER Taxable benefits and allowances must be reported as they are enjoyed. Adding these to the employee’s record at the end of the year may result in a pensionable and insurable earnings review (PIER). PIER is a review by the CRA to ensure that amounts deducted and withheld agree with amounts reported. Discrepancies can result in fines, penalties and interest charges being assessed to employers. Employers will also be held liable for both their portion and their employee’s portion of under-remitted CPP and EI contributions.

Contact a Tax Advisor The best way to avoid potential problems is to ensure that employment benefit issues are addressed as they arise, rather than at year-end. Contact our tax advisors to discuss how current benefits, or ones you may be considering, will need to be treated.


Tim Sothern Co-authored by Tim Sothern, Lisa Diker and Sophia Cui of BDO Canada LLP, a full service audit, tax and advisory firm. Tim Sothern is a partner in BDO’s Waterloo office.


DISCOVER THE THRILLS AT OLG SLOTS AT GRAND RIVER RACEWAY. You’ll love the sights and sounds of OLG Slots at Grand River Raceway. Step onto the lively gaming floor to experience the lights, jackpot bells and friendly people. Choose your favourite games from over 230 exciting slots and relax while you enjoy a casual meal at the Getaway Restaurant. Plus, there’s free parking! So let the fun begin and visit OLG Slots at Grand River Raceway today.

OLG Slots at Grand River Raceway 7445 County Road 21, Elora, ON (519) 846-2022 or 1-855-846-2022 Open 24 hours a day, seven days a week Must be 19 years of age or older. Valid government-issued photo identification may be required.

advocate MAY | JUNE 2012


cover story

Come Taste the Tradition: Embrace the Change BY KEN JESSOP Forty-eight years ago, Elmira celebrated its first Maple Syrup Festival. It was a warm and inviting day on April 10, 1965 and all roads led to Elmira. The hosts were ready at their camp stoves and electric griddles, ready to serve pancakes and maple syrup to what was anticipated to attract 2,500 people. To everyone’s great surprise, 10,000 people made their way to Elmira that first year to savour the sweet taste of spring! And so, the Festival grew… and grew. The times have changed over the years; however the tradition is still alive! With the 50th anniversary festival fast approaching the organizing committee is planning to celebrate the sweet history. It all started with Herb Ainsworth, a local grocer who approached local maple syrup producers with an idea to host a festival. The collaboration between local businesses and the maple syrup producers created the one day festival and the rest is history! Sadly, Mr. Ainsworth died 6 days before that first Festival day and never saw the beginning of this iconic event. His efforts brought people to Elmira that year and with it brought money. At the conclusion of the first festival all the proceeds were donated to the now Elmira Association for Community Living (EACL) to build the workshops west of the town which still stand today. To date the Festival continues to donate the proceeds to the EACL and other local not-for-profit organizations. It is estimated that the Festival has donated 1.2 million dollars to the community over the last 48 years. Since then, visitors from across the globe have arrived at the spring Festival. In 2001, the Guinness Book of World Records officially designated the Festival the world’s largest with 66,529 people filling the main street of Elmira. Since this record setting day, the Festival has endured the ups and downs of cold and wet wintery weather. In 2010, it was a beautiful and warm sunny day which attracted a whopping 80,000 people. The Festival has come a long way from those early beginnings. A well organized and dedicated volunteer committee meets monthly throughout the entire year to arrange the one day event. On Festival day, a fine tuned team of 2,000 volunteers rises long before dawn to ensure everything runs smoothly and safely. A half a million pancakes have been served and the main street mall has grown from 14 to 140 vendors. In 2001, the Festival’s dedicated volunteers were recognized by the Ontario Ministry of Citizenship, Culture and Recreation for their outstanding achievement. Over the years, events have grown into other areas of Elmira. The newly built Woolwich Memorial Center has become a hub of indoor and outdoor activity, where family friendly events were added to ease the congestion of the downtown. The committee recognized that



with the growth of the Festival, more people were attending for the food. It’s not just pancakes and syrup! Although the majority still arrive for the traditional pancakes and delicious maple syrup, made by local maple syrup producers, more vendors were added which has enriched a multicultural taste for all. The benefits to the community as a whole are huge. The most obvious one is that the proceeds go back into the community supporting the non-profit groups which receive grants in June. Other groups including service clubs and churches raise money on Festival day by selling delicious home-made potato pancakes, fritters, and many other mouth-watering delicacies. Although some may provide volunteers as a gesture of goodwill, it all benefits the community. The Festival’s success cannot only be measured in dollars, it also puts Elmira on the map. The goal of the Festival is to bring the community together. The proud fact is the event is 100% volunteer-run and widely accepted by the local community. In terms of support from the community, it is overwhelmingly positive with the Township of Woolwich working with the committee to prepare the town. Local businesses have always been supportive with sponsoring the day as well as taking in the 60,000+ people on the main street, which has its pros and cons. Of course the committee recognizes that, and especially cherishes the dedication of the many volunteers who essentially make the festival

cover story

concerning is the future of the festival, with aging volunteers and recruiting younger volunteers to replace them.

work. These dedicated community members have built the spirit through their commitment year after year, some of which can be dated to the first Festival. Their support and interest keeps the event alive! With success come its challenges. The Festival has overcome bad weather; in 1978 the event was cancelled when a snow storm blew into the area crippling the town. In 2003 the Festival was unable meet its expenses and give money to the community due to bad weather and the SARS outbreak. These circumstances are uncontrollable and out of the hands of the organizing committee. Despite the shortcomings of a couple bad years, the Festival has grown substantially in the number of people attending. The attendance has outgrown the infrastructure of the town. putting stress on roads, hydro grid, businesses and the Township of Woolwich. Undoubtedly, the most challenging is the increasing operating costs to run the Festival which has required the need for sponsorship and respecting the fine balance of commercialization versus heritage. Lastly the most

A plan for the future! In 2011 the committee collaborated with Leadership Waterloo to develop a strategic Business Plan. In doing so, specific objectives were developed to address these challenges. The committee is focused on 3 main areas: volunteer recruitment, risk management, and preserving the heritage through partnerships. In terms of the future we are planning for the upcoming 50th annual Festival in 2014, however we are mindful of the years to come. The thought of a 100th is not an unrealistic goal. As we look towards the future, we hope to combine tried and true traditions with changing innovations.

Come Taste the Tradition’ and enjoy the first rite of spring at the 49th annual Maple Syrup Festival on Saturday 6 April 2013. Visit us at


Ken Jessop Ken Jessop is the Chairperson, Elmira Maple Syrup Festival.

Photography by the 2011-12 First Year Graphic Design Students, Conestoga College advocate MARCH | APRIL 2013



Mark Your Calendar BY CHAMBER STAFF

March 1, 2013

March 14, 2013

March 28, 2013

International Women’s Day Breakfast

Second Foundation Chamber Young Professionals Networking Event

Networking Breakfast Series presents Demystifying the Cloud

7:30-9:00am Location: Kitchener City Hall Rotunda Member: $30 General Admission: $35

5:30-7:30pm Location: Winexpert, Kitchener South Members: $5 General Admission: $10

Join us in recognizing and celebrating the outstanding achievements of women in our community and around the world. Our keynote speaker is Farah Mohamed, President and CEO of the G(irls)20 Summit.

Learn about and sample some wine, while maximizing your networking opportunities - what a fun networking event!

7:15-9:00am Location: Holiday Inn KitchenerWaterloo Member: $28 General Admission: $40

Title Sponsor:

Title Sponsor: Host: Event Sponsor:

The way small businesses are buying and utilizing technology is changing, and will continue to change in this innovative era. Join Tom Doerner of WatServ while he explains what the cloud is, private vs. public computing, what you need to know, and how the cloud can offer SMB’s significant benefits. Event Sponsor:

Media Sponsor: Radio Sponsors:

In-Kind Sponsor:

What you want to protect the most ... We Protect the Best! Insurance is the last thing business owner’s think of when times are good. But, when there’s a claim it’s their first call. With Erb and Erb, you know you have best coverage possible. Get an Expert Opinion on your Commercial Insurance Needs · 519-579-4273 · · Commercial Property · Commercial Auto · · Professional & Business Liability · Surety ·




April 9, 2013

April 23, 2013

May 1, 2013

Rogers Business After 5

LRT Tradeshow

Manufacturing Summit 2013

5:00-7:00pm Location: THEMUSEUM Member: Complimentary General Admission: $10

9:00am-5:00pm Location: Bingemans

11am-5:30pm Location: Bingemans Tickets: $75

Watch the website for more details.

Watch the website for more details

Does networking intimidate you or do you thrive on meeting new people? Come out to this casual bi-monthly event with friendly faces and easy conversation that provides an opportunity for B2B networking.

Platinum Sponsors:

April 24, 2013 Point of View with Steve Baker, President of Union Gas 11:30am-1:30pm Location: St. George Banquet Hall Member: $40 General Admission: $50

Title Sponsor:

Gold Sponsors:

As a supplier of natural gas to this region and a member of the newly formed Ontario Natural Gas Alliance, Union Gas President, Steve Baker will provide insight about their role in Ontario’s energy and economic landscape, and about the benefits of clean and affordable natural gas.

Media Sponsor:


Media Sponsors:

Title Sponsor:


LUNCH You Pick, You Choose! Fresh Lunch Combos in Rushes. 11:30 am - 3 pm


at the Waterloo Inn

Monday - Saturday

475 King St. N., Waterloo

advocate MARCH | APRIL 2013



Engaging a Venue BY SANDRA BENDER

What is a venue? Everyone seems to have his or her own opinion. One may say it is an arena. Another will consider a venue as an amphitheater, while a third may simply identify it as a club.

experiences. This involves a venue not only entertaining its audience but also facilitating opportunities for its audience to participate in producing their own unique experiences.

Ask someone running a venue, and you will get a more personal answer such as: an energy packed performance by a UK-based quartet in a small tent outside a village of the lower Rhine region in 2009 in front of a few hundred people. (Four years later, that same band, Mumford & Sons, would sell out tens of thousands of tickets in under 20 minutes for their only Canadian show this summer in Simcoe, Ontario.)

Attention to detail. Service delivery and the setting are also crucial in facilitating experiences. This may include a well-designed foyer, outdoor locations or intensifying customer service. It all relates to how the audience approaches, receives and responds to a performance and in turn may assist in creating an enduring imprint on the audience member.

The first time seeing the Nutcracker with your niece as the lights go down and you see your life double back on itself as you remember watching the National Ballet of Canada with your Aunt.

Ultimately, people want to gather and will travel for unique experiences. The Centre wants to be the place where audiences gather to see the most exciting productions made for the national and international stage, fully utilizing the Main Hall as well as offsite locations to fully expose the Centre’s programming activities and be an attractive destination in drawing visitors to the venue and the region.

The point: a venue is not just a building. It is a place where people gather and share an experience. The Centre In The Square receives 190,000 visits each year, welcoming audience members from as far away as Vancouver, BC during mega-musicals, such as WICKED, to patrons from the surrounding area of Waterloo Region attending a variety of events including everything from dance, symphony, international stars, children's performers, comedians, to magic and more! The venue is a 2047-seat facility, which is internationally acknowledged as an acoustically state-of-the-art centre presenting 180 events during a year, ranging from artistic to cultural activities for all ages. The question in a competitive market and growing region is -- how do you create a meaningful and relevant venue to audiences and visitors? Access. Physical and perceived access is a key factor in attracting audiences to The Centre. Access not only applies to awareness and ease of reaching the venue, but also to barriers of meeting the cost and mindsets related to the arts. Content. Programming is not easy and people who innately understand what others will enjoy are rare. However, programming itself is not narrow. Programming can be dance performances and concerts in the main hall to turning buildings into 3D digital art canvasses. Engagement. Arts and culture need to evolve from being static products and passive experiences to being participatory and creative



Centre In The Square Centre In The Square is a not-for-profit charitable organization, which opened in 1980. It is governed by a 14-member Board of Directors and receives an annual operating grant of $1.4M from the City of Kitchener. The Centre earns the remaining budget through presenting a wide range of arts and entertainment, rentals, concessions and ticketing services.


Sandra Bender Sandra Bender is the CEO of The Centre In The Square. In her 18-year career, she has established her own commercial gallery and produced a series of music festival live arts events and an arts channel. She has toured extensively throughout Asia, Europe and North America with a number of music artists and travelling exhibitions as well as working as board appointments to a number of visual arts and performing arts organizations.


Entertaining a big event at the office? We have an App for that. Whether it’s a board meeting, celebration or all-night deadline madness, let Bingemans’ cater to it deliciously. We’ve mastered the art of pleasing hungry people, from a few dozen to a few thousand. Our experienced event planners are ready with creative menu planning, staffing and beverage options. Satisfaction – yours and your people’s – guaranteed.

BINGEMANSCATERING Phone (519) 744-1555

Toll Free: 1-800-667-0833

Web: advocate MARCH | APRIL 2013



The Future Challenges of Tourism in Waterloo Region BY MARY D’ALTON The state of Tourism in Waterloo Region is at an interesting crossroads. In some areas we are still catching up and only have limited choices. In other areas we are the envy of so many communities nationally and beyond with one of a kind extraordinary educational institutions of higher learning with exceptional research capacity, a tech community that collaborates, and a manufacturing community that once on the edge of extinction is now being reborn to a much more sophisticated level. We have a hotel room influx which we hope is being built on realistic studies that say there is more business coming and we have an enhanced culinary industry which continues to move us forward leaps and bounds. Tourism and hospitality operators, like other sectors, have an exceptional amount of red tape to unravel and we jump through hoops to do what should be simple however at its essence we are all about human interaction, people wanting to gather to meet, to eat and to drink. We have lots of good things happening and some big challenges.

Greater Kitchener Waterloo Chamber of Commerce to engage everyone in getting to know more about what is involved. The debate is necessary. Much like prohibition years ago there are people strongly for and strongly against. There is no right or wrong decision, just one that is right for the time ……and for the majority who will be affected. Casinos are entertainment complexes now. Cirque de Soleil is the largest employer in Vegas, not the casinos’ gaming tables. That is not to say that what might be considered for this town or other locations in Ontario is a Vegas style operation, more likely similar to Casino Rama. I think we need to listen to the debate and decide for ourselves. These will be interesting times where you need to be at the table and participating. Sitting on the sidelines isn’t what we are all about in Waterloo Region.


The hot topic in our industry is new casinos being considered across Ontario. I must say up front I am not a gambler of any consequence. I do however support the provincial decision to not impose these casinos on local communities, but to let the people, through their elected officials decide what they want. I will be one of those individuals who support the will of the people and the decision of their elected municipal representatives. I also support the decision by the


Mary D’Alton Mary D’Alton is the President & Managing Director, Waterloo Inn Conference Hotel.

IRU WKH )LUVW  1HZ *ROI 0HPEHUV RI  Single Full Golf – Includes Unlimited Golf, Curling, Tennis and Dining Initiation fee: $20,000 • Annual fees for 2013 (40 and over): $439.00 a month (January - October) Couple Full Golf – Includes Unlimited Golf, Curling, Tennis and Dining Initiation fee: $30,000 • Annual fees for 2013 (40 and over): $878.00 a month (January - October) Reduced rates are available for younger members & Limited Golf Memberships. A 25% deposit is required for golf initiation fees. The balance is payable over ten years, no interest. No waitlist in any membership category! TRIAL GOLF MEMBERSHIPS, SEASONAL CURLING AND SEASONAL TENNIS MEMBERSHIPS ARE ALSO AVAILABLE.

:(6702817 *2/) &28175< &/8%

50 Inverness Drive, Kitchener Membership inquiries contact Karen Mercurio at 519-744-1041 ext. 223



Thank You!

RECRUITER BY THE HOUR INC. Individual and Small Business Contributors

BME Consulting

Karen Mason

Ian McLean

for helping the Chamber continue its goal of eliminating the doctor shortage in Waterloo Region Since 1998 the Chamber and a team of dedicated volunteers have cut the number of residents without a family doctor in half. However the battle is not over. Our Recruitment efforts can only happen through the financial dedication of our Corporate Community through which it is funded

Private Company Services

Generation to generation, not quarter to quarter It pays to think long-term. We can help create lasting value for your business, for yourself and for future generations.

Contact: Glen Dyrda Managing Partner, SWO 519 570 5715

Martin Kern Tax Partner 519 570 5711

Sabrina Fitzgerald PCS Integrated Solutions Leader 519 570 5758

Š 2012 PricewaterhouseCoopers LLP, an Ontario limited liability partnership. All rights reserved. 3170-01 1112

advocate MARCH | APRIL 2013


sponsor profile

Growing with Waterloo Region since 1978 Conestoga Mall is a premier shopping destination in Waterloo Region. As a member and supporter of the Greater Kitchener-Waterloo Chamber of Commerce for a number of years, the centre is proud to have been part of the growth and economic development of this community since opening its doors in 1978. WELCOMING OVER 6 MILLION VISITORS ANNUALLY Conestoga Mall’s roots extend back 35 years from when it began as a small shopping centre located at the furthest edge of Waterloo. In the early years there was no public transit to bring visitors to its doors. Significant and ongoing developments from 1998 through 2007 saw the centre gradually transform with the addition of Zehrs, SportChek, Winners, Galaxy Cinemas, Old Navy and expansion of the Bay. A significant redevelopment project in 2009 added 30 more stores, a larger food court, restaurants and the City of Waterloo Heritage Museum, giving the centre its current footprint of over 660,000 sq. ft. and 130 nationally and locally owned stores and services. This is a startling contrast to the little mall surrounded by farmland 35 years ago to the current regional shopping center that Conestoga Mall is today. This centrally located hub of activity is a destination attraction, drawing over 6.6 million visitors annually. The mall also serves as a significant employer providing 500 fulltime and 1,300 part-time jobs, as well as 300 seasonal jobs. 2013 promises to be another year of growth and investment for the mall with the expansion and opening of new-to-market retailer, Target.

A Community Within a Community A business strategy that has served Conestoga Mall well is recognizing that they are an important part of the community. Although developed, owned and operated by Ivanhoe Cambridge, one of the 10 biggest real estate companies in the world, Conestoga Mall’s focus remains local. By supporting initiatives that are important for local residents, they continue to make the Mall an integral part of the Region’s fabric. Sandra Stone, General Manager of Conestoga Mall, sees the Mall’s role as larger than just a shopping destination. “We are a community



hub – a place where people can shop, meet their friends or family for coffee or a meal, and where they can learn about services in their own backyard.” Over 60 groups utilize the public spaces in the Mall annually to display information, fundraise and connect directly with the community. This space is provided free of charge as part of the Mall’s commitment to community engagement and support. Some of the community events hosted each year, to name only a few, include: Project Read’s Family Literacy Day, the KidsAbility’s Kids Can’t Wait Radiothon, The Food Bank of Waterloo Region’s Canstruction, and at Christmas the Salvation Army’s Tree of Angels. These groups have been successful in raising awareness and collecting funds and other resources that are put directly back into the community for the benefit of its residents. In 2012 KidsAbility’s Kids Can’t Wait Radiothon raised over $225,000 that helped to provide therapy and support services to over 5,400 children and youth with special needs here locally. Lisa Talbot, Executive Director of KidsAbility Foundation states, “The Radiothon is our largest and most important event of the year. Conestoga Mall has been a partner in the Radiothon since the beginning and we are so grateful for their support!” Conestoga Mall’s community focus also extends to sustainability initiatives. Active participation in energy and water conservation, waste management and transportation-focused programs demonstrates how they have integrated themselves into the community in other ways. Organics and recycling programs for retailers and customers divert waste from local landfill and energy management systems control lighting and temperature automatically saving energy and reducing light levels. The Mall is proud to participate in the Bullfrog Power program, which accounts for 64% of their power consumption, and are accredited members of the Recycling Council of Ontario (RCO) and Smart About Salt Council. In 2012, the centre received a Silver Award for Facilities Management and they have also achieved the highest level of

sponsor profile

certification with BOMA, the Building Owners and Managers Association, of which they are also members. This Level 4 certification demonstrates the ability to achieve over a 90% rating with low energy consumption on the BOMA Go Green Plus assessment - no small achievement. The centre also has an electric car charging station and hydration station where employees and customers can fill up their reusable water bottles.

community fabric by supporting business issues and providing additional services and conveniences to make a visit more accessible and enjoyable. Conestoga Mall recognizes the Greater Kitchener Waterloo Chamber of Commerce on its exceptional ability to continue to change and grow with business and for being able to provide services and programs that support local business needs.

Premium amenities and comfort for pedestrians and drivers extends to the investment Conestoga Mall has made in supporting local transit. Driver and rider transit facilities include an external shelter and bus bays owned and maintained by the Mall, and a private area for drivers to take a break. The dedication to service and accessibility extends to the customer level by providing guests with complimentary motorized scooters, wheelchairs and walkers, and automatic doors at entrances. The Auto Aid program ensures that if a visitor’s car needs a battery boost it is easily coordinated through Customer Services.

As a Chamber Business Partner Sandra Stone is an active Member of The Greater KitchenerWaterloo Chamber of Commerce. As a Board Member and advocate for local business Ms. Stone helps to provide a unified voice for the 130 retail stores and services at Conestoga Mall. As a Chamber Member, Conestoga Mall represents the needs of their tenant businesses and acts as a conduit for their issues. This means having a voice at the Regional level on issues around growth, economic development and the future. Conestoga Mall also supports Chamber initiatives including Physician Recruitment, which literally means supporting the longterm health of this community and its residents. As a 2012 supporter of the Chambers 125th Anniversary and supporter of the 100 Mile Feast, Conestoga Mall recognizes that the history and well being of the community today are important to its long-term vibrancy. “It is important for Conestoga Mall to be integrated into, and part of the community.” Stone states. “The things that are important for our visitors and our tenants are also important to us – vibrant business, economic stability and the overall health of the community and residents.”


Conestoga Mall Conveniently located on King Street North in Waterloo, just off the Expressway. 550 King Street North Waterloo, ON N2L 5W6 P: 519-886-5500

Over time the City of Waterloo’s boundaries have reached and surpassed the Mall’s and quietly the Mall has integrated itself into the

Photography by Pirak Studios advocate MARCH | APRIL 2013



Focus on Tourism keeps Festivals in Business BY MARK KRELLER When most people think about Kitchener-Waterloo Oktoberfest, what comes to mind are the traditional fixtures of a 45-year-old tradition of Gemeutlichkeit; sausages, schnitzel, polka music and beer. Each year we welcome 700,000 of our closest friends for nine days of celebration, and for most, the festival ends when the taps run dry and the big tent is packed away for the year. In reality, it takes eight full time staff and over 450 year-round volunteers to stage Canada’s Greatest Bavarian Festival. It is a $3M operation which, by keeping the focus on our core business and attracting tourism, is a significant contributor to the social, economic and cultural vitality of our Region, generating national interest in our community. That is our mission. The truth is that all that beer and sausage (along with Canada’s largest Thanksgiving Day Parade and over 40 family and cultural events), brings a direct annual economic impact of $21 million to Waterloo Region. Festival related spending supports the equivalent of 124 full year jobs, provides tax revenue for all three levels of government, and generates $3M in spending to area hotels and restaurants. As well, over 50 not-for-profit organizations use the festival to raise over $1.5M each year for community programs. That builds ice arenas, swimming pools, social clubs, wading pools, parks, retirement homes and social service facilities. The festival partners with over 180 local businesses, including restaurants and hotels, suppliers, service providers and many of the mainstays of our regional corporate landscape. The festival partners with over 40 regional hospitality and tourism businesses to provide a cohesive festival experience across Waterloo Region. Restaurants, hotels and local attractions are decorated in Bavarian themes, provide German food and live entertainment, and they are included in our visitor services promotional programming. The continued focus on tourism has made Kitchener-Waterloo Oktoberfest a ‘wise investment’ in the eyes of federal, provincial and local government grant programs, which have supported significant investments in the festival’s infrastructure and visitor services. Even more importantly, the focus on tourism, and the bottom-line support from Celebrate Ontario and other tourism grants have allowed



Kitchener-Waterloo Oktoberfest to capitalize on trends by bringing new tourism offerings to the table, such as the Tour de Hans 100km cycle race and the Stein And Dine Culinary Experience. Branching out into new areas, like sport and culinary tourism, has allowed Kitchener-Waterloo Oktoberfest to stay vibrant and bring new audiences to Waterloo Region. In 2010, KWO created the Tour de Hans cycle race. In 2011, through Celebrate Ontario funding, the Tour de Hans more than doubled its participation, drew more tourists (up from 21% in 2010 to 42% in 2011 – which is higher than the festival average of 35% visitors) and did so before the actual festival began. In 2012 that event grew by another 50% and now has a loyal following of enthusiasts, a title sponsor, cycling industry partners, and all the required equipment to run the event safely and successfully. Similarly, the Stein and Dine has become the signature event in what has become the festival’s growing focus on culinary tourism. As always, the Oktoberfest Thanksgiving Day Parade is a huge motivator for out of town guests, of whom roughly 61% stay at least one night in the area. All of this supports what we at Kitchener-Waterloo Oktoberfest have come to know and hold dear - that a robust and vibrant tourism industry is a key ingredient to a dynamic community. When companies look at establishing their operations in Waterloo Region, local festivals and entertainment options mean their employees will move with them and be happy here. When our tourism industry is innovative, we attract innovative people and partners. When new visitors come to Waterloo Region for Kitchener-Waterloo Oktoberfest, and see all the rest that our area has to offer , they will come back again and again, and we will be ready to welcome them.


Mark Kreller Mark Kreller is the Executive Director of K-W Oktoberfest Inc., and a Past President of the festival in 2007-2008. He has been involved in the festival for the past 39 years as a musician and volunteer.


Immigration: How to go from Tourist to Local BY JENNIFER ROGGEMANN Southwestern Ontario and the Region of Waterloo in particular offer a fantastic quality of life. There is much to attract not only visitors but new immigrants to the region. We have highly recognized universities and colleges which draw students and faculty from all over the world. We have a hub of technology and manufacturing industries that are both diverse and growing. Our region will remain vibrant if we attract and retain the brightest and best to become productive members of our local economy through job creation and new business interests. People choose to relocate to a new country for a variety of reasons. While quality employment is necessary, the decision often comes down to lifestyle choices. Providing accurate answers to immigrants’ questions such as “how can my family visit?”, “how can my kids go to school?”, “how can I bring my spouse here from back home?” will help them choose to settle here in Waterloo Region. Having family close by is a luxury that many native Canadians take for granted. The ability to bring one’s parents over to see their grandchildren grow over multiple visits, or to bring their spouse to join them in their new life in Canada is key for long term integration into Canadian society. Being able to come and study in Canada, then stay on a post graduate work permit and apply for permanent residence and eventually citizenship is a dream for many of the foreign students attracted to the high quality education offered in the region. Employers want to hire the best people for their companies. Sometimes the best and brightest person may not be a Canadian citizen. In order to hire a foreign national to work in Canada, employers need to complete a Labour Market Opinion (LMO). Doing it right the first time can save so many potential headaches in the future. To attract and retain the skilled workers that the provinces need, each province has a Provincial Nominee Program. These programs allow

employers and the province to ‘pre-select’ applicants for permanent residence based on matching their skill set to an employer’s requirements. This program allows the successful nominee to be screened for all but their medical and criminal checks before submitting their application to Citizenship and Immigration Canada. Many of us have made an indiscretion in the past, whether it is a shoplifting charge from a teenage dare or a DUI while on vacation overseas. If you are here in Canada on some sort of temporary status (visitor, student or work permit holder) or even as a permanent resident of Canada, these can present barriers to your future here in Canada. In 2013, Jennifer Roggemann Law Office has become a boutique law firm focusing exclusively on Canadian Immigration Law. We’re in the business of empowering our clients to choose Canada as their home. Whether you need to hire a skilled worker from overseas, are a student looking to stay in Canada as a permanent resident or want to bring your spouse to join you here in Canada, we can help. Together we can make Waterloo Region the place to be both now and well into the future.


Jennifer Roggemann, LLB As an immigrant herself, Jennifer Roggemann knows firsthand the challenges faced by newcomers. Since her call to the bar in 2000, she has increasingly focused on immigration issues until it is now her entire practice.

advocate MARCH | APRIL 2013


member notables

Member Notables Best Western Plus Kitchener Waterloo Receives Hotel Chain’s Highest Award For Quality Two time winner of the Best Western Chairman’s Award For the second time this year, the Best Western Plus Kitchener Waterloo in Kitchener has received the Best Western Chairman’s Award, the hotel chain’s highest honor for outstanding quality standards. The Chairman’s Award recognizes Best Western International hotels with a cleanliness and maintenance inspection score of 1,000 points out of a possible 1,000. Hotels must also meet Best Western’s requirements for design and high customer service scores to qualify for the award. Located at 2899 King Street East, Kitchener, Ontario, the Best Western Plus Kitchener Waterloo features 97 rooms, a business centre and fitness room.

Ginny Dybenko wins Waterloo Region Record Barnraiser Award Ginny Dybenko, executive director of the University of Waterloo Stratford Campus and former member of Greater Kitchener Waterloo Chamber of Commerce Board of Directors, was the recipient of the prestigious Waterloo Region Record Barnraiser award at a January 17, 2013 luncheon at the Waterloo Region Museum. Ms. Dybenko was cited by her nominators as an inspiring leader, mentor, volunteer, philanthropist and “connector extraordinaire.” The award recognizes the local community’s tradition of working collaboratively to accomplish what an individual cannot, and is presented annually to an individual or group that best exemplifies this ethic. Former Greater Kitchener Waterloo Chamber of Commerce Board of Directors Chair Roger Farwell of WalterFedy received this award in January of 2010.

Downtown Kitchener BIA Appoints New Executive Director Shannon Weber was recently announced as the new Executive Director of the Downtown Kitchener Business Improvement Area (BIA). She was most recently general manager of the Sheridan College Student Union and held previous positions in business development, insurance and finance. Ms. Weber replaces Mark Garner, who has assumed the position of Executive Director of the Downtown Yonge BIA in Toronto. The Chamber congratulates Ms. Weber on her appointment and would like to commend Mr. Garner for his many years of service in the local business community.

Local KPMG Professional Receives Top Accounting Honour Joshua Huff, a graduate of the Wilfrid Laurier University Business Administration program and staff accountant at the Waterloo KPMG office, has been awarded the Governor General’s Gold Medal for achieving the highest standing across Canada in the 2012 Uniform Evaluation (UFE). The three-day evaluation, administered by the Canadian Institute of Chartered Accountants (CICA), assesses CA candidate competencies including knowledge, professional judgment and ethics. Over three thousand students – 3,077 – across Canada passed the 2012 exam.



member notables

Member Notables Dietmar Sommerfeld Appointed President of KW Association of Realtors Dietmar Sommerfeld, a Broker with CBRE Limited, was recently named as the new President of the Kitchener-Waterloo Association of Realtors. Mr. Sommerfeld has been active in the local market for nearly 35 years and has served as a director of the association since 2006. He is also a former member of the Board of Directors for the Greater Kitchener Waterloo Chamber of Commerce. Joining Mr. Sommerfeld as officers of the Association are 1st Vice President Lynn Bebenek of Team Realty K.W. Inc., 2nd Vice President Mark Wolle of Royal Lepage Wolle Realty, Past President Sara Hill of Re/Max Twin City Realty Inc., and Executive Officer Bill Duce.

Member Notables are taken from local news sources and member submissions. In order to be considered â&#x20AC;&#x153;notableâ&#x20AC;? an item must be an accomplishment or event that is outside of the ordinary course of business and therefore deemed newsworthy. While we would like to include all submissions, space constraints make it necessary for the Advocate editors to choose items that best fit the above criteria and are most timely.

For the love of

Life, Family, Community. Memory Reception Centre & Cemetery provides the guidance and services you need today - and tomorrow. We listen to your needs and then create a highly personalized plan to suit taste, faith and budget. Call for your free planning kit 519-904-0400 Memory Reception Centre & Cemetery by Arbor Memorial

2723 Victoria St. N., Kitchener (Breslau) Arbor Memorial Inc.

Now Open! Memory Reception Centre for more details or a tour call. advocate MARCH | APRIL 2013


Create possibilities for your career with the Certified Management Accountant designation. For more information, contact: Dana Gies, MBA, CMA at or visit

500 Full Colour Cards Š 2012 Certified Management Accountants of Ontario. All rights reserved. ÂŽ/â&#x201E;˘ Registered Trade-Marks/Trade-Marks are owned by The Society of Management Accountants of Canada. Used under license.


plus tax

â&#x20AC;˘ Printed one side â&#x20AC;˘ 12pt coated stock â&#x20AC;˘ UV coating included â&#x20AC;˘ Customer Supplied Print-Ready Artwork

Locally Produced signage because you needed it


T 519.745.7136 â&#x20AC;˘ TF 800.263.7136 â&#x20AC;˘

Kitchener 519-571-0101 â&#x20AC;˘ Waterloo 519-886-6800 Cambridge 519-621-6611 â&#x20AC;˘ Guelph 519-836-4441 Offices also in London and Brantford

Michel Te Technical Solutions Inc Inc. c. á&#x20AC;Łá&#x20AC;ŁÂ&#x153;ÂŚÂĄ Â&#x153;Â&#x153;ÂŚÂĄÂĄ Â&#x153;Â&#x160;Â? Â&#x153;Â&#x160;Â? ¤Â&#x153; ¤Â&#x153; Â&#x153;¨á&#x20AC; ¤

Â&#x153;¨á&#x20AC; ¤ Â&#x153;Â&#x161;¤¢ Â&#x153;Â&#x161;¤¢Â&#x160;Â&#x152;¤£á&#x20AC;¤ ¢Â&#x160;Â&#x160;Â&#x152;¤£ Â&#x160;Â&#x152;¤£á&#x20AC;¤ 72 St. Leger Street, Suite 207 Kitchener, Ontario N2H 6R4


1. Effective M Market Research 2. Winning U.S. Government Go overnment Contracts (the worldâ&#x20AC;&#x2122; worldâ&#x20AC;&#x2122;ss largest consu consumer umer of goods and services) services)

Â&#x17D;Â&#x17D; ÂŞÂŞÂ&#x201C;Â&#x2014;Â&#x2014;  Â&#x201C;Â&#x2014;Â&#x2014; Â&#x2039;Â&#x17D; ­­Â&#x153;ÂŚÂĄ Â&#x153;ÂŚÂĄÂĄ Â&#x2018;§Â&#x201C;Â?Â&#x17D; Â&#x160;Â&#x161;Â? Â?Â?Â&#x160;ÂĄÂĽÂ&#x203A;Â&#x17D;ÂĄ Â&#x160;ÂĄÂĽÂ&#x203A;Â&#x17D;ÂĄÂĄ ¤Â&#x2019;ÂĄ ¤Â&#x2019;ÂĄÂ&#x153;ÂŚÂ&#x2018;Â&#x2019;Â&#x153;Œ¤ Â&#x153;ÂŚÂ&#x2018;Â&#x2019;Â&#x153;Œ¤ ¤Â&#x2019;Â&#x17D; Â?ÂĄ Â?ÂĄÂ&#x153;Â&#x152;Â&#x17D;ÂŁÂŁá&#x20AC;&#x201D; Â&#x153;Â&#x152;Â&#x17D;ÂŁÂŁá&#x20AC;&#x201D; OUR EXPERIENCE IS OUR EXPERTISE





Helping Us Make Our Vision Possible A special Thank You to each of these Chamber Sponsors.



Presented by:





advocate MARCH | APRIL 2013


Peter Martinâ&#x20AC;&#x2122;s ITâ&#x20AC;&#x2122;S ABOUT A PLEASURABLE EXPERIENCE. Celebrating our 25th year in business, a milestone. We are reinvigorating all features of what we do and are commited to bring you the freshest experience. Peter Martin. â&#x20AC;&#x153;Any time of the day for any way you want to eatâ&#x20AC;? Andrew Coppolino - Waterloo Eats Âł:LWK H[FHOOHQW ÂżQH GLQLQJ VW\OH VHUYLFH  \RXÂśOO eat well without spending muchâ&#x20AC;? Leigh Clarkson - The Record (Nightlife)

Lunch/Dinner Special Events Drinks

41 King Street West, Kitchener, Ontario, N2G 1A1 To make reservations please: Call: (519)-745-8939 Email: You can also use the convenient Open Table app on our Facebook page: /Peter-Martins-41-King

The Advocate Magazine - March | April 2013  
The Advocate Magazine - March | April 2013  

In this edition of the Advocate we look at the influence of local tourism in Waterloo Region and how it has grown far beyond the staples of...