Issuu

Town of Gravenhurst

Target Sector Analysis and Strategy Final Report September 2014

WCM CONSULTING INC.

77 WARD AVENUE

SHARON, ONTARIO LOG IVO

CANADA

www.wcmconsulting.com GEORGE SCHRIJVER

Principal

TEL:

905-478-8523 MOBILE: 905-252-1549 FAX: 905-589-0180 E-MAIL: george@wcmconsulting.com

WCM client service principles are the foundation of our practice We: understand your objectives and requirements make commitments to you and meet them provide value and build trust through technical competence and consistent results demonstrate professionalism through effective interaction and communications provide a no surprises experience tell you what you need to hear, not just what you want to hear

WCM CONSULTING INC.

77 WARD AVENUE

SHARON, ONTARIO LOG IVO CANADA

www.wcmconsulting.com TEL:

FAX:

905-478-8523 905-589-0180

September 26, 2014

Corporation of the Town of Gravenhurst 3 - 5 Pineridge Gate, Gravenhurst, Ontario P1P 1Z3

By E-Mail to:

Attention:

Mr. Renato Romanin

Re:

Target Sector Analysis and Strategy

rromanin@gravenhurst.ca

Director of Economic Development and Communications Department

Dear Renato: Attached please find our Final Report. It has been a great pleasure working with you and we wish Gravenhurst every success in carrying out the recommendations in this report. Sincerely, WCM CONSULTING INC.

George Schrijver Principal and Primary Contact

WCM CONSULTING INC.

77 WARD AVENUE

SHARON, ONTARIO LOG IVO CANADA

www.wcmconsulting.com TEL:

FAX:

905-478-8523 905-589-0180

Table of contents A

B C

Executive summary.............................................................................................. 2

Introduction and background........................................................................... 4

Methodology overview .............................................................................................................. 5

Finding the “Creative Sectors” ........................................................................ 10

Assessment and SWOT(T) ................................................................................ 12

NAIC analyses ...................................................................................................... 16

Synopsis of Respondent comments .............................................................. 20

Conclusions .......................................................................................................... 22

Recommendations............................................................................................... 25

Appendices ....................................................................................................................... i Appendix I Appendix II Appendix III Appendix IV Appendix V Appendix VI Appendix VII Appendix VIII

A demographics assessment for Gravenhurst..................................................i Professional associations .................................................................................vi SWOT(T) definition ..........................................................................................vii Reference sources..........................................................................................viii Explanation of key aspects..............................................................................ix Tourism and People Attraction ........................................................................xi Champions ...................................................................................................... xiv Detailed list of recommended target Creative Economy sectors ..............xv

Throughout this document: • •

“The Town” or “Gravenhurst” means the jurisdiction of the Town of Gravenhurst “ED&CD” means the Economic Development and Communications Department of the Town of Gravenhurst

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

A Executive summary “Ask NOT how COMPANIES choose to locate; instead, ask how PEOPLE choose to locate” Richard Florida, in his book, ‘The Rise of the Creative Class’, projected that the future is trending towards economies in the developed world that can be located anywhere in a global sense. Where they choose to locate is becoming less a function of the traditional economic drivers such as jurisdictional cost, a ready supply of unskilled or semi-skilled labour, proximity to markets and transportation nets and much more a function of where people choose to live. This applies most especially to the knowledge-based industries. Companies wishing to employ the talents and skills of such creative people must provide an environment that meets these needs; the locale in which they are located can play an even more important role than the working conditions at the workplace. This is a special case of “Business Attraction”. The quality of life in Gravenhurst being used to attract entrepreneurial residents who may then start businesses. While such businesses may take many years to develop into sizeable enterprises, ultimately they may create opportunities for additional employment. By no means are entrepreneurs confined to the cohort of the “Baby Boomer”. However, Statistics Canada and other commentators have documented the demographics of the Baby Boomers and how this has had a profound effect on the out-migration from larger cities to smaller and more rural locations, especially in Central Canada. Those in the 50-65 age group control 50% of the wealth in Canada and, despite the ravages of the economic crisis of 2008, their residential property is valued at over $200 billion and they have a combined net worth estimated to be well over $500 Traditional economic development billion. Members of this Jurisdictional characteristics demographic Industry that attract industry group are often creates • Raw material at the peak of jobs • Market accessibility their income • Specialised labour force earning cycle, • Low cost • Etc. have low fixed expenses and, A new approach as a rule, no mortgage. They Industry Jurisdictional characteristics People have often that attract people creates create moved out of jobs industry Quality of place in all of its facets their original family home Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

and prefer either condominium/townhouse living or rural/semi-rural settings. Accompanying this is a desire to find a more balanced life-work formula. They are often entrepreneurs of some form. They may have retired officially but want to continue to take an active part in their investments and may start up a new business. Lifestyle is a major attractor for those owners that appreciate this characteristic. In particular, firms employing highly skilled and well-paid employees are always concerned that they may be attracted elsewhere by other similar firms that are located in more ideal surroundings or which can offer a very desirable life-style. By locating the business in a pleasant environment, with the amenities and culture desired, such employee retention becomes a reality. Gravenhurst offers locales where this may be achieved. The end goal of attracting residents to live in Gravenhurst and, potentially, start businesses, requires a strong tourism sector in order to highlight the area. A most essential aspect is the ability to communicate rapidly and easily. Today, this means very reliable, high capacity/speed internet facilities with the ability to connect these people to their existing work environment, or new work environments that they may develop. If well executed, this approach may be inherently self-sustaining. Traditional investment by companies in a jurisdiction occurs in such a manner that they â€˜consumeâ€™ the local assets - raw materials, labour, etc. While the existence of major anchor firms attracts other similar and supporting firms, as well as labour from further afield, there is an inherent lack of sustainability unless a strong cluster develops and one that can survive the ravages of a rapidly changing economic environment. If the local raw material is depleted or if labour costs rise too high, due to the local vibrancy of the economy, then there is a natural limiting factor at play that may cause an eventual failure in the local economy. Such cycles have been observed over the past decades with the rise and fall of industries in the many urban centres and, in particular, in the mining and forestry industries. Although there is much competition for the same target market, Gravenhurst has a clear advantage due to it excellent reputation as a community with an outstanding Quality of Place. This is a critical factor in attracting those in the target sectors and while most jurisdictions may claim the same, Gravenhurst has an established reputation in this regard.

The relative proximity to the GTA is a key enabler that is inherent in Gravenhurst and cannot be challenged. Much the same applies to living costs that are lower than in the GTA. However, the essential high capacity broadband telecommunications facility has yet to be developed and this is the most significant factor of all; without it the entire strategy to attract the target sectors will fail. With it in place, the outlook for investment attraction looks promising for the Town.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

B Introduction and background “By 2031 Gravenhurst will be the most prosperous community in Muskoka offering all its 20,000 diverse residents opportunities to pursue their dreams and aspirations while retaining the Muskokan values, heritage and natural environment.” 1 “The Gravenhurst economic development strategic plan has a clear focus on the Creative Class/Economy.”2 With these two statements in mind, this project focuses specifically on the Creative Economy and the means by which the Town of Gravenhurst (“Gravenhurst” or “the Town”) may benefit from the emerging sectors and subsectors that are part of the Creative Economy.

Project Overview Strategies to attract Creative People and Creative Industries

Gaps and barriers, with mitigating actions, where possible

Optimum target sectors within the Creative Economy

Within the parameters of the Economic Development Strategic Plan 2014-2019

1 2

Founded in a realistic assessment of the competitiveness of local physical, location and human assets

Including consultation with principal stakeholders inside and outside the community

Gravenhurst Economic Development Strategic Plan, 2013, page 11 Target Sector Analysis RFP 2014, page 1

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

Fundamentally, this is more a function of the “Creative Occupations” within the sectors than the sectors themselves.3 While some sectors (and subsectors) will have a higher proportion than others of workers engaged in what can be described as Creative Occupations, many sectors will have some aspect of Creative Occupations. The sectors will form the basis of the analysis, with the occupations being seen through that lens.

Methodology overview The project methodology adopted for the project is summarized below:

Methodology Overview (Initial Project Phases) Creative Economy Sectors

Sectors (and subsectors) and Occupations that are part of the Creative Economy

Disadvantaged Sectors

Those sectors in which there are significant economic/physical disadvantages in the jurisdiction such that they are unlikely to be overcome

Unacceptable Sectors Remaining sectors….

Those sectors outside of the Community bounds of social and environmental acceptability

Target sectors

… some, or all, of which will benefit from the improvement of various “attractor factors”

“Attractor Factors” for improvement

As in traditional site selection processes, many filters are ones of “de-selection” (or exclusion), rather than positive selection. The latter is most often reserved for the final phases of a selection process, where the “best of the good” is selected.

Differences from the traditional economic development approach An outline of the traditional approach is shown below. This is then contrasted with the approach used for Creative Economy opportunities, which shows the broader scope of targets available in the latter.

Ibid

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

Assessing the best opportunities requires an honest inspection of the strengths and weaknesses of the jurisdiction. Where the weaknesses can be mitigated then well and good; where not, this must be accepted and those industries that would find this to be a disadvantage removed from the focus. The vital importance of assessing the strengths and weaknesses of jurisdictions cannot be over-stated and these form the very basis for a practical and effective attraction strategy, founded in facts and economic reality. Choose investment attraction targets with care; there is little ammunition Industry specific jurisdictional

Industry specific jurisdictional

‘Just Competitive’

Disadvantages Difficult to overcome a significant disadvantage

Industry specific jurisdictional

Advantages

The ‘lottery effect’ Eventually you may win but when and at what cost? …so place minimum bets here and up the ante when the opportunity arises

Place your largest stake here… or not at all

Some jurisdictions are more selective but do not adjust their tactics for ‘just competitive’ and ‘advantage’ industry sectors

$$ Some jurisdictions do not even consider advantages or disadvantages that they have

$$$ These factors can vary greatly from one industry to the next…each must be assessed

Further, since there will be many sectors in which jurisdiction is ‘just competitive’, it is very tempting to focus on all of these. Recall that every runner in the Boston Marathon is competitive, but that there is only one winner – the runner with the advantage. In the case where there are clear advantages, then the majority of the effort and resources are so focused, since the probability of success is greater. Where the factors are ‘just competitive’, a more alert, rather than active approach is taken, ready to expend greater effort should the opportunity arise. This ensures cost effectiveness in the overall execution. Being competitive is not the same as winning. It is a buyer’s market in that there are usually far fewer opportunities than jurisdictions wanting those opportunities. So only the ‘demonstrably best’ are likely to win. For the resource limited jurisdiction, this clear separation of ‘advantages’ from ‘just competitive’ factors is essential for an effective, yet efficient, campaign.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

The’ funnel and filter’ …comparing jurisdictional factors with the needs of sectors

All possible industries

Disadvantages filter

Advantages filter ‘Just Competitive’

Fix it or forget it

Place the biggest stakes here

Active Approach

A deep, expensive pit “Look at all the things we could do” “We are COMPETITIVE” “Who says we can’t do it?”

Place minimum bets but be ready to up the ante

Alert Approach

Ask NOT why you CANNOT succeed Ask INSTEAD why you WILL succeed

In traditional economic development, the Active Approach (i.e. target sectors) is most often limited to those in the “advantage band”, which is generally a narrow range of sectors. When assessing target sectors for the Creative Economy, the first emphasis is not on the hard economic factors, but rather on the “Quality of Place”, in which factors attractive to the person, rather than their business, are more significant. This opens up the range of target sectors to include most, if not all, of the sectors within “just competitive” band. Traditionally, the jurisdiction would not target these actively but be on the alert should an opportunity arise. Effectively, “Quality of Place” creates an advantage in these otherwise “just competitive” sectors. It then only remains to isolate those sectors where the disadvantages would be sufficiently significant to overcome the desire to live in that location; these sectors are then not pursued actively.

Respondent consultations Consultations with potential Respondents to the project were conducted. Such consultations are important for several reasons: • • •

Specifically generating ideas to support the sustainable growth and prosperity of the Community, and building the capacity to accommodate and attract new business. Surface the perceived strengths, weaknesses, opportunities and threats Determine potential specific actions which can address constraints and weaknesses, capitalize on opportunities and reinforce the strengths and assets of the Community

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

• •

To identify potential “Champions” who may work with the Town and partnering organizations To identify partnering organizations and form/strengthen partnerships with new and innovative means by which to cooperate

Approximately 60 potential Respondents were identified by the Town ED&C Department. A campaign was mounted by the consultants to engage the potential Respondents. This included: • • •

A letter of introduction signed by the Director of ED&CD, which was attached to an EMail addressed individually and sent to each potential Respondent A second similar E-mail was sent out within two weeks of the first as a reminder to those who had not responded in any fashion. A third and final E-Mail was sent out after a further two weeks to those still not responding.

Potential Respondents were offered three means (and combinations of these means) by which to participate: •

Through a telephone conversation with the consultants. This was to be at a time of the Respondents choosing; literally “24/7”. For the discussions, the consultants used tollfree lines to avoid long-distance changers for the Respondents. Four main areas were used to frame the discussions but there was no rote survey and no time limit imposed other than by the Respondent. Respondents could discuss any topics that they wished with respect to economic development and related matters and the consultants extracted the points most germane to the project.

•

By E-Mailed response to the consultants. Respondents preferring this method were given the same topic outline as described for telephone Respondents and encouraged to address any related areas as well. Via a consultant-hosted web-page. The structure of the web-page framed the responses along the lines described above.

In all cases, Respondents were assured that no individual attributions would be made by the consultants in any public document.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

Information sources The assessments were based upon documents supplied by the Town, previous work carried out by the consultants and other sources obtained. These documents are noted in Appendix IV of this report and referenced, where relevant, in this text. No attempt is made to reproduce the work carried out, or repeat the detailed content, in any of the fulsome sources supplied by the Town. For a thorough discussion of the Creative Economy in Gravenhurst please consult “Water, Rocks and Trees ... Building Upon our Rich Resources: The Creative Economy in Muskoka – May 4, 2011.”

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

C Finding the “Creative Sectors” In discussions with Gravenhurst ED&CD the concept of using the North American Industry Classification System (NAICS) was raised. A detailed description of NAICS may be found on the Statistic Canada site4 with a summary provided below. NAICS, including the Canadian derivative, is used to define economic sectors and sub-sectors in the North American economy. It is an intelligent six-digit code which may be used in databases to disaggregate and aggregate sectors and industries for the purposes of identification and analysis. Each comes with a description of the nature of the industry. Level 1 comprises a twodigit code, with each subsequent level of detail adding a further digit: Level 1: Sectors (two-digit codes) Level 2: Subsectors (three-digit codes) Level 3: Industry groups (four-digit codes) Level 4: Industries (five-digit codes) Level 5: Canadian industries (six-digit codes) The full set of NAICS contains almost 2,000 separate descriptive entries at the maximum 6-digit resolution, Level 5. Database analysis concept NAICS

Identify which sectors contain these Creative Occupations

NOCs

Assess for Creative Occupations

WCM prepared proprietary software to examine the NAICS database for occupations and perform a first-cut assessment of the “Creative Economy characteristics, focusing not so much on the sector or industry, but more on the occupations that are contained therein. This results in a much reduced set of data which could be reviewed by a human in order to apply common-sense to the assessment.

WCM analysed the NAICS codes at the most detailed level for the following reasons: • •

Levels 1 and 2 identifications are too broad for a targeted approach Levels 3, 4 & 5 are examined in order to establish the highest level at which differentiation is no longer valuable when it comes to a specifically focused marketing campaign. Then a Level 3 or 4 campaign for certain industries may be confirmed as sufficiently focused.

http://www.statcan.gc.ca/subjects-sujets/standard-norme/naics-scian/2012/index-indexe-eng.htm

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

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By examining the lower levels, specific detailed targets may emerge (at level 5, for example) that are not apparent at the higher levels. These may prove to be worthy of a particular focused campaign.

According to Statistics Canada there is no intersection of the NAICS and NOCS databases that can aid in further interpretation. However, the analysis of NOCS was carried out and the outcomes supported the NAICS analysis.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

D Assessment and SWOT(T) Overall, the question to be answered is “Where is Gravenhurst today?” There are three main considerations in this assessment: • • •

The current state of the Gravenhurst/Muskoka economy o Economic composition Assets, infrastructure, present and emerging industries o Strengths, weaknesses, opportunities, threats and trends as they relate to the Creative Economy Priority sector identification, each with identified competitive advantages and rationales o Non-disadvantaged sectors o Those that are acceptable to the Community

These separate aspects are very much connected, since one factor may well wield considerable influence over other factors. Below we have allowed overlap between the three aspects where it permits a clearer and simpler assessment to be described. Note that while it is productive to build upon strengths, the most significant value of a SWOT(T) is in understanding the weaknesses, and then mitigating them where possible. Therefore the discussions will focus on this latter aspect. The criteria used in the SWOT(T) assessment are discussed in Appendix III to this report.

Demographics summary for Gravenhurst Appendix I provides some detail of the demographics of Gravenhurst, and shows this in comparison to other nearby communities who may be competing for the same Creative Economy jobs. These communities are: Parry Sound, Bracebridge and Hunstville, with all being contrasted with the results for Ontario as a whole. Also shown are two particular demographic assessments comparing Gravenhurst to other communities who are, or are likely to, pursue the same Creative Economy target sectors. In summary: •

•

For the most part, Gravenhurst has an age demographic profile similar to the other jurisdictions, with somewhat fewer persons in the younger cohorts and a slight, but not significant, peak in the older generations. The vast majority of rural-urban centres have very similar profiles compared to the Ontario average. University level educational for all competing jurisdictions is at 50-60% of the Ontario average. While skilled trades figure prominently in all jurisdictions, a higher percentage of residents do not have a high school certificate compared to the Ontario average.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

•

Strengths are demonstrated in some Creative Occupation fields of study such as architecture, engineering, business and management.

•

Gravenhurst has a relative strength in business occupations, while all other employment statistics show no particular strengths or weaknesses relative to Creative Industries.

Strengths and weaknesses The following is derived from the Municipal Council 2011-2014 Strategic Plan, created by Council. The SWOT elements considered relevant to the identification of Creative Economy target sectors are shown below. Factors that play a role in the plans to attract those industries are addressed in a future phase of this report, as are the opportunities and potential threats.

Strengths • • • • • • • • • • • • • • • • • • • •

People in the community – very talented and connected Rich history Diverse artisan community Muskoka Beautiful natural and physical environment Our lakes – provide many opportunities A “walkable” community Active transportation – hiking, trails, biking, canoeing, kayaking, skiing. Balanced quality of life Great recreational and cultural facilities Improving internet connectivity Excellent road network – well maintained Transportation Hub – air, rail, road, bus, marine Trent Severn Waterway Bethune House Muskoka Steamships Opera House The Barge New state of the art medical centre Great private resort facilities

All of the above factors are positive attributes in the attraction of people. In turn they can become tools in the attraction of those who comprise the Creative Economy. However, it is impossible precisely determine the factors that will attract this person or that; a generally welcoming and pleasant environment with amenities and a variety of possible “interests” are important features in the process.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

On the other hand, weaknesses can be readily assessed for impact on particular sectors and, by extension, occupations, since they are more than simply the lack of the above features. While Quality of Place can overcome minor “hard” weaknesses, any major weakness that greatly impacts the profitability of the business is likely to cause the locale to be removed from the possible location list. Essentially, if there are no significant business barriers, then the advantage of the quality of life can win the day. Comments from the consultants are shown in bold font

Weaknesses •

• •

•

Low levels of participation in post secondary education o This can be a limiting factor if the potential business requires higher levels of education o The pending marketing program can address this weakness by attracting the needed educated and skilled workers Low occupancy in downtown commercial areas o This weakness presents an opportunity. Space is available which can be filled. Limited reliable internet connectivity o Significant strides have been made since this Council took office and performed this SWOT. Vianet’s August announcement to build a FTTH network is very timely and holds much promise for Gravenhurst. o If the connection is present but unreliable then this is unacceptable to most industries o For some sectors, especially those which are communications or document intensive, low bandwidth capacity would be a total barrier o For many industries, low bandwidth capacity will be some level of barrier. This is dependent on the specific locations with lower than desirable capacity Shortage of medical services – specialist doctors Ageing infrastructure o This can be a barrier in at least two ways In a general sense in that this may be unappealing to all persons With respect to the needs of specific industries that depend upon the condition of a particular infrastructure asset Limited serviced land o Less critical for businesses which are not land intensive o This is particularly true for the creative sectors and hence the focus on these sectors o Un-serviced land can be serviced when the need arises, if the prospective investor will wait

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

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The Tourism Sector and visitor influx o Ironically, the influx of non-permanent residents and tourists in the summer season, whilst critically important for those businesses that thrive off such visitors, may not be an attractive attribute for all persons. o A community that is attractive for tourism offers amenities that are equally desirable to permanent residents. o There is often a critical balance to be maintained between attracting the visitor to the many attractions and enticing the potential permanent residents. Too much emphasis on one may have the opposite effect on the other.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

E NAIC analyses The chart below is the outcome of the modelling, from a high level. Hundreds of data points comprise the x-axis while the y-axis shows the relative scores of each data point. The purpose here is to judge whether the process has merit. The Pareto analysis has produced a reasonably “natural” outcome, with the higher scores for industries in which there are more Creative Occupations, concentrated on the left of the chart, and a rapid decline into the “noise” on the right, in which differentiation is of little value.

High level NAICS assessment for concentration of Creative Occupations Relative “creativity” score

The resulting “classic” Pareto profile result lends credibility to the analysis

Highest concentration of Creative Occupations in this NAICS zone

2,000 sectors/industries by NAICS code

While Creative Occupations are the key, the route to them is through the sector/industry The detailed Level 4/5 analysis is shown in Appendix VII in order to demonstrate the depth of the analysis and to offer an opportunity to review degrees of differentiation between closely related Level 5 NAICS classifications. The descriptions provided by Statistics Canada are included for each NAICS code. At the very detailed level, many sectors descriptions differ in only subtle ways. For example: • Accident and sickness reinsurance carriers • Automobile reinsurance carriers • Property reinsurance carriers Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

Differentiation between target sectors Differentiation is necessary primarily to determine: • •

The message(s) to be delivered The channel(s) through which they are to be delivered

If the sectors are very similar, as in the example above, then the messages may be the same and the channels are very likely to be identical. Aggregating these similar sectors is efficient and loses no effectiveness.

Additional filters Not all of the identified creative sectors would favour Gravenhurst equally. Distance to market Some industries require frequent face-to-face meetings with clients, partners or potential partners The greater the importance of transportation distance/time the less attractive is any site remote from central markets Existing larger companies Will probably not want to move current employees They may not feel that the Gravenhurst demographic is adequate to find replacements Prioritize according to the impact of these factors

Recommended Creative Economy target sectors Based upon, first, the NAICS analysis and filtering it through the “additional filters” the following sectors are recommended as targets to attract the Creative Economy. The first priority list shows those with a higher “creative occupations” score and are not significantly impacted by the “additional filters”. The second priority list is still an excellent target base and the only differentiation should be the order of priority when implementing the marketing strategy. First priority • • • • • •

Software publishers Video game publishers Video game design and development services Software publishers Internet publishing and broadcasting, and web search portals Independent artists, writers and performers

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

Second priority • • • • • • • • • • •

Direct mail advertising Computer systems design and related services (except video game design and development) Independent visual artists and artisans Independent writers and authors Manufacturing and reproducing magnetic and optical media Record production Engineering services Drafting services Geophysical surveying and mapping services Architectural, engineering and related services Interior design services

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

F Synopsis of Respondent comments These are the relevant elements of the Respondent comments, which were almost unanimous as to the core means of “Creative Economy” attraction: broadband and related telecommunications. The secondary factor of an arts culture that goes beyond the commercial sector, to add further to the key element of Quality of Place, was also raised by some Respondents. Of the total of 56 target Respondents: • • • •

13 (23%) gave their input through the web-page, by E-Mail or through a telephone discussion 1 responded that they would not participate and 2 others had incorrect E-Mail addresses associated with them, which could not be resolved by telephone (a total of 5%) A further 8 (14%) a agreed to participate initially but we have been unable to contact them since The balance of 32 (57%) have not responded to the request

Opportunity

Relevant strengths

Relevant weaknesses

•

• • • • • • • •

• •

A “border-less” industry such as software development that use broadband telecommunications as a primary means of communication.

The Gigabit project is vital

•

Town of Gravenhurst Target Sector Analysis and Strategy DRAFT Final Report, October 2014

Telephone and E-Mail service is generally good Good bandwidth Directly on a main fibre-optic link Quality of Place is excellent Know as a top vacation resort Cheaper to live than in GTA 90 minute commute to Toronto Existing population has retired executive who could assist in networking Chamber of Commerce is a powerful force and progressive in nature

• •

Some areas need improved telecommunications service Limited alternative work opportunities locally for educated professional of primary opportunity does not work out Need to develop a cohesive brand that extols the virtues to creative people; to be seen as more than a tourist destination Need stability in the economic development department leadership; appears to be good at present

Opportunity

Any industry that helps, and does not hurt, present industry Any smaller independent business that can operate remotely from their main clientele

Water quality industry

Relevant strengths •

Many creative people in the local population

Relevant weaknesses • •

•

Lifestyle is key; a good place to live

• •

•

Using the extensive Muskoka waterways

•

Youth “brain drain”. Leave for an education and do not return Creative groups are not well connected; need a focused marketing effort that can benefit all

The focus presently is on commercial “culture” that appeals to the tourist Need an emphasis on non-commercial culture that will appeal to creative people; in addition this will also spur more opportunities for the commercial sector Non identified

General comments applicable to all sectors • The most recent economic development strategy makes sense but it must be supported and executed. • Lack of a skilled labour force, especially with respect to IT. • Need incentives and grants. • An inability to carry out improvements due to granite rock structure. Servicing costs of new development is high. • Many other communities see the Creative Economy as their next step forward; Gravenhurst needs to differentiate itself in practice and with a brand. • Small companies are struggling in Toronto due to high rent. Need rental space in Gravenhurst; make it easy to move with modern and efficient shared office space. Get into trade magazines. • Lack of public waterfront, although this is improving. • People do come back! Existing connections to the GTA are important; people from there know Muskoka (and Gravenhurst) already. Need to find ways to connect to them. MUST promote in the GTA, especially Toronto. • Emphasis has been on residential development to support the commercial sector, perhaps at the expense of the industrial sector. • Not all areas would benefit from the creative economy; need multiple strategies to provide a wide range of employment opportunities. • Town perceived as less-than-friendly from a planning and permit perspective. • The notion externally that Gravenhurst (Muskoka) is a short-season (summer) destination, with harsh winters and nothing to do outside of the “season”.

Town of Gravenhurst Target Sector Analysis and Strategy DRAFT Final Report, October 2014

G Conclusions Traditional Industries versus Creative Industries: attraction strategies These conclusions must be viewed in the light of what is trying to be achieved: the attraction of industries which employ a high proportion of the Creative Occupations, and using the latter as a means by which to achieve that objective. Industry attraction in traditional economic development Typical attractor factors are: • • • • • • •

Location of raw material Market location Low processing/conversion costs Low jurisdictional base costs Low labour costs Proximity to critical related industries (a “cluster”) Transportation networks

These are all “hard” economic factors that can be overlaid into a company operating plan and the relative benefits of one location compared to another. A jurisdiction may have one or two distinguishable advantages (rarely more) and these advantages direct the jurisdiction toward the sectors that can use those same attributes. Some of these attributes are very focused (especially raw material) and this leads to a sharp focus on those sector that would find this to be an advantage. There are relatively few targets but the mechanism used can be well aimed. Industry attraction using “people attraction” The target sectors are determined by the occupations contained therein and the people with those occupations are the ones to persuade, or at least the owners of those firms. Unless they are focused on the traditional business concerns only, then the means to send a positive message is through the Quality of Place and potentially lower costs than in the GTA and other major urban centres. Unfortunately, what one person might regard highly in terms of Quality of Place, another might find unappealing. While there may be correlations between different Creative Occupations and the preferences of those who are so employed, we do not know of any. Therefore the marketing campaign must appeal to a broad range of personal tastes and, apart from some basic customization to show an understanding of the particular target sector being approached, the same material may be used for multiple sectors.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

Then the challenge comes down to finding the most effective, yet efficient, channels by which to reach the target sectors and industries.

Summary • •

• •

•

Gravenhurst has many of the attributes that can attract people to live in the jurisdiction and it is located within striking distance of the GTA for those who wish to stay in touch with their markets and the amenities of a large metropolis Most of the attributes that will attract the tourist are also important factors in attracting permanent residents; this can be summarized as “Quality of Place”. In both cases, the particular local attributes that people will find to be attractive will vary from person to person and it may be difficult to be all things to all people. Further, some tourists will have different preferences for local activities than long-term permanent residents. Achieving a balance that is attractive to potentially permanent residents while maintaining the lure for tourists is important to bear in mind. Ironically, the influx of non-permanent residents and tourists in the summer season, whilst critically important for those businesses that thrive off such visitors, may not be an attractive attribute for a minority of potentially permanent residents. “Second-Homers” are somewhat prequalified as potential targets, since they are clearly taken with the area. They are reasonable prospects for encouragement to establish their business, or a branch, in Gravenhurst. They are also easy to identify and contact through available information in the Town database. Most of the sectors identified as targets are not likely to contravene the socioeconomic values of the Community, including environmental concerns. Few of the reviewed target sectors would be severely disadvantaged in Gravenhurst; however, neither would many see obvious advantages beyond the “Quality of Place” and lower costs than in the GTA and other larger urban settings. One significant exception is those who were raised in Gravenhurst and subsequently left to pursue post-secondary education. Many will not have returned due to a lack of employment opportunities but would do so readily if those opportunities emerged; this “advantage” is a very positive factor for that group of former residents. New Canadians are another target group. Whilst the majority will land initially in larger urban centres where there is an existing elated ethno-cultural community, many smaller rural-urban centres (for example Chatham-Kent and Brockville) are attempting to attract the newcomer away from these larger centres once they have acclimatised and become more confident in the general Canadian environment. Gravenhurst offers a quintessential “Canadian” environment of “rocks and trees” and this image is strong in the minds of many newcomers before they arrive.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

“Enablers” and “Attractors” Although closely connected in their impact on the success of attracting new businesses, or residents who plan to start a new business after arrival, it is vital to differentiate between these two categories of attractor-factors. Simple put, an “Enabler” is essential to even be in the race, while an “Attractor” provides advantages once in the race. Bear in mind that Attractors are of no value unless the Enablers are valid.

Key Enablers and Attractors for Gravenhurst High-speed broadband telecommunications is an ENABLER

Being only a modest distance from the GTA, to readily permit one or two physical visits per week, is an ENABLER

Without the Enablers being valid, the Attractors, while still present, cannot be “reached”, no matter how compelling they are. The Enablers provide the “bridge” to the Attractors

Superb Quality of Place is an Attractor advantage

Lower than GTA costs is an Attractor advantage

Muskoka Airport is an Attractor advantage

Value proposition of Gravenhurst The value proposition of Gravenhurst is the Quality of Place, attractive to many in the creative industries, a lower cost business environment, *connected through high-speed telecommunications* and within easy physical reach of the GTA. * Note: This must become a future true statement else the entire strategy will fail.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

H Recommendations These recommendations align with the economic development directions of senior levels of government.

Pursue the Creative Economy target sectors •

Pursue the target sectors identified in Section E of this report o

Small and medium-size firms, especially owner-operator drive companies, are more likely to respond within these sectors

•

Derive messages extolling the value proposition of Gravenhurst; that is, Quality of Place and lower costs

•

Deliver these messages through channels such as o o

Industry associations

Professional associations

Some of these organizations are listed in Appendix II •

Deliver these messages directly to o

Owners and managers of small and medium size firms, where they can be identified

o •

Former Gravenhurst/Muskoka residents

Stay on the radar as much as possible and be known for your value proposition o

Regularly and consistently keep the message top of mind through various marketing channels

The EDO cannot do it alone, or in an instant The economic development office (EDO) of any jurisdiction cannot create jobs. Instead they deploy the assets of the jurisdiction, in all of its forms, to attract investment. Some jurisdictional assets cannot be changed, such as distance from major centres, waterways, physical geography, local raw material access, and so on. Other assets that may be improved (or allowed to deteriorate), are most often not under the control of the EDO. The efforts of the EDO will be frustrated if economic development mission-critical assets are not maintained or improved; achieving this requires the commitment and cooperation of Council, all municipal departments, the private sector and the community as a whole. The EDO cannot achieve the desired results without this commitment and cooperation. Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

Investors rarely wish to wait a year or more to get started. Investment readiness is vital. If you wait until interest is shown it may be too late; in fact, interest may not be shown unless you are ready. It is essential to move at the “Speed of Business”. Nor does an economy recover in an instant, especially after the Great Recession of 2008. Then the economy did not simply shrink, it changed structurally. In just one year significant structural economic change took place which cannot be reversed with time. The recovery is taking many years to be realised and the path forward is not by simply retracing the path that brought us here. Doing the same things repeatedly and expecting different results is not logical; different approaches are needed, sometimes into uncharted territory. Persistence is also needed in any economic development efforts, sometimes over decades, and a commitment is required to enable this.

Economic development is an INVESTMENT, not a cost Economic development is the only Town 'Mission' designed to 'bring in' money for the taxpayer; by that definition it is an INVESTMENT, and not a cost. Treating economic development as a conventional budget item fails to recognise this. Cutting the investment in tougher economic times is counter-intuitive since greater investment is needed to replace lost jobs and a dwindling tax base, not less. This is not an easy path to follow since cuts may then have to be deeper elsewhere, either through reduced services, or at the individual taxpayer level when higher taxes are levied and household disposable income is reduced. In this situation, leadership will do what is needed, rather than what is popular.

Watch the competition Many other jurisdictions are pursuing the Creative Economy. With the promise of well-paying jobs and workers with higher levels of education, it has become the main, in come cases sole, focus of economic development efforts in many rural-urban centres. Most of these are within three hours of the GTA, all with rural characteristics and small urban concentrations acting as service centres. All claim to be idyllic, or close to. Observing their tactics (such as web-sites, media presence and so on) can provide additional ideas and tools to use locally. It is worth noting that, unlike Gravenhurst, few are known as a tourist destination. This can be a double-edged sword since it raises the question of whether the Creative Economy wishes to locate in a “tourist centre”. A community that embraces and enhances the natural attractiveness of the area, rather than exploiting and degrading it, will be attractive to both tourists and potential new residents.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

A most significant challenge for all leaders Percentage of Population

Late 60’s to early 80’s ‘Boomers First Vote’

2014 Shorter Horizons Different Perspectives

A large segment of the population that also tends to vote more

Younger Demographic

Older Demographic

There are more “Baby Boomers” today than those in the younger generations. Couple this with the likelihood that older persons are more likely to vote, then the voice heard by leaders is that of those at or nearing the end of their prime working career. Naturally the more mature persons are also wealthier, have a different (shorter) perspective of the future and understandably, may be unwilling to sacrifice their later years by investing. Yet without this investment, the upcoming generations may be disadvantaged in the future.

Summary Although there is much competition for the same target market, Gravenhurst has a clear advantage due to it excellent reputation as a community with an outstanding Quality of Place. This is a critical factor in attracting those in the target sectors and while most jurisdictions may claim the same, Gravenhurst has an established reputation in this regard. The relative proximity to the GTA is a key enabler that is inherent in Gravenhurst and cannot be challenged. Much the same applies to living costs that are lower than in the GTA. However, the essential high capacity broadband telecommunications facility has yet to be developed and this is the most significant factor of all; without it the entire strategy to attract the target sectors will fail. With it in place, the outlook for investment attraction looks promising for the Town.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

APPENDICES

Appendices Appendix I

A demographics assessment for Gravenhurst

The following is drawn from available Statistics Canada data. Not all data and information tell a story but some analyses may give direction to economic development efforts. Statistics Canada

Age Demographic

Ontario

Gravenhurst (CsD)

Parry Sound (CsD)

Huntsville (CsD)

Bracebridge CsD

Percentage of Total Population

10.0% 9.0% 8.0% 7.0% 6.0% 5.0% 4.0% For the most part, Gravenhurst has a profile similar to the other jurisdictions. There is a slight, but not significant, peak in the older generations. The vast majority of rural-urban centres have very similar profiles when compared to the Ontario average. More unusual for such centres is the almost on par result with Ontario in the teen and young adult cohorts. This is a promise of a younger future workforce; Gravenhurst does not show this characteristic

3.0% 2.0% 1.0%

pl us 85

to 80

74 75

to 70

64 65

59 to

to 50

44 45

39 40

34 35

to 30

24 25

19 20

14 15

0.0%

Age Cohort

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

APPENDICES

Statistics Canada

Educational Attainment Ontario

Gravenhurst (CsD)

Parry Sound (CsD)

Huntsville (CsD)

Bracebridge CsD

University level educational for all jurisdictions is 50-60% of the Ontario average

Educational Level Attained

University certificate; diploma or degree University certificate or diploma below the bachelor level College; CEGEP or other non-university certificate or diploma

While skilled trades figure prominently in all jurisdictions, a higher percentage of residents do not have a high school certificate.

Apprenticeship or trades certificate or diploma

High school certificate or equivalent

No certificate; diploma or degree 0%

10%

15%

20%

25%

30%

35%

Percentage of population 25 to 64 years of age

Statistics Canada

Major Field of Study Ontario

Gravenhurst (CsD)

Parry Sound (CsD)

Huntsville (CsD)

Bracebridge CsD

Personal; protective and transportation services Health; parks; recreation and fitness Agriculture; natural resources and conservation

Field of Study

Architecture; engineering; and related technologies Mathematics; computer and information sciences Physical and life sciences and technologies Business; management and public administration Social and behavioural sciences and law Humanities

Educational strengths are demonstrated in some high-value fields

Visual and performing arts; and communications technologies Education 0%

10%

12%

14%

Percentage of population

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

APPENDICES

Statistics Canada

Occupations Ontario

Gravenhurst (CsD)

Parry Sound (CsD)

Huntsville (CsD)

Bracebridge CsD

J Occupations unique to processing; manufacturing and utilities

Type of Occupation

I Occupations unique to primary industry H Trades; transport and equipment operators and related occupations G Sales and service occupations F Occupations in art; culture; recreation and sport There are no significant relative advantages or disadvantages compared to the other jurisdictions

E Occupations in social science; education; government service and religion D Health occupations C Natural and applied sciences and related occupations B Business; finance and administration occupations A Management occupations 0%

10%

15%

20%

25%

30%

35%

Percentage of Workforce

Statistics Canada

Employment by Industry Ontario

Gravenhurst (CsD)

Parry Sound (CsD)

Huntsville (CsD)

Bracebridge CsD

Other services Business services

Type of Industry

Educational services Construction figures prominently. Higher levels of retail trade are common in urban-rural centres that serve as hubs for the surrounding areas

Health care and social services Finance and real estate

Retail trade Wholesale trade Manufacturing Construction Agriculture and other resource-based industries 0%

10%

15%

20%

25%

Percentage of Workforce

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APPENDICES

Statistics Canada

Workplace Location Ontario

Gravenhurst (CsD)

Parry Sound (CsD)

Huntsville (CsD)

Workplace Location

Worked in a different census division (county)

Bracebridge CsD

The chart shows that 40% of the population works inside, the Town. This is somewhat lower than the other nearby communities.

Worked in a different census subdivision (municipality) within the census division (county) of residence

Worked in census subdivision (municipality) of residence

10%

20%

30%

40%

50%

60%

70%

80%

Percentage of Workforce

Overall, there appear to be no significant demographic differences between Gravenhurst and the other nearby jurisdictions. However, compared to Ontario (and even more dramatically with respect to the much larger urban centres which are not shown), the percentage of persons with university level education is lower. While not always the case, the presence of persons with higher levels of educations is also associated with Creative Industries and vice versa. Creative Industries attract persons with higher levels of education and, in turn, the presence of such a population attracts the Creative Industries.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

APPENDICES An analysis was made comparing Gravenhurst to other areas that also promote the â€œQuality of Lifeâ€?. There were only two results of significance, as shown below. Statistics Canada

Age Demographic

Ontario

Gravenhurst CsD

Kawartha Lakes CsD

Simcoe CsD

Prince Edward CD

Percentage of Total Population

10.0% 9.0% 8.0% 7.0% 6.0% 5.0% 4.0% 3.0% The effects of the urban centres of Barrie and Orillia are noticeable in the more youthful profile of Simcoe. Although the under 40 cohort of Gravenhurst is offset by a generation, the overall profile is very similar to Kawartha Lakes and Prince Edward

2.0% 1.0%

pl us 85

to 80

74 75

to 70

64 65

59 to

to 50

44 45

39 40

34 35

to 30

24 to

19 20

14 15

0.0%

Age Cohort Statistics Canada

Educational Attainment Ontario

Gravenhurst CsD

Kawartha Lakes CsD

Simcoe CsD

Prince Edward CD

University level educational results are somewhat higher for Simcoe and Prince Edward, and this can be a telling factor.

Educational Level Attained

University certificate; diploma or degree University certificate or diploma below the bachelor level College; CEGEP or other non-university certificate or diploma Apprenticeship or trades certificate or diploma

High school certificate or equivalent A higher percentage of residents do not have a high school certificate.

No certificate; diploma or degree 0%

10%

15%

20%

25%

30%

35%

Percentage of population 25 to 64 years of age

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

APPENDICES

Appendix II

Professional associations

The following are some professional associations that may be conduits to individuals in the targeted creative sectors. • • • • • • • • • • • • • • • • • • • • •

Association of Professional Geoscientists of Ontario (APGO)

Association of Registered Graphic Designers of Ontario (RGDOntario) Association of Registered Interior Designers of Ontario (ARIDO)

Association of Translators and Interpreters of Ontario (ATIO)

Audio Engineering Society Toronto Section (AES)

Board of Directors of Drugless Therapy - Naturopathy (BDDT-N)

Canadian Bar Association - Ontario Branch

Certified General Accountants of Ontario (CGA-Ontario)

CMA Ontario

Consulting Engineers of Ontario (CEO)

Institute of Certified Management Consultants of Ontario (ICMCO) Institute of Chartered Accountants of Ontario (ICAO)

Insurance Brokers Association of Ontario (IBAO)

Law Society of Upper Canada (LSUC)

Ontario Association of Architects (OAA)

Ontario Association of Certified Engineering Technicians and Technologists (OACETT) Ontario Association of Landscape Architects (OALA)

Ontario Institute of Agrologists (OIA)

Ontario Professional Planners Institute (OPPI)

Ontario Securities Commission (OSC)

Professional Engineers Ontario (PEO)

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

APPENDICES

Appendix III

SWOT(T) definition

The following criteria are used to define Strengths, Weaknesses, Opportunities and Threats

Strengths •

• • •

Strengths are characteristics that are in an individual, an organization, a jurisdiction, a geographical area, and so on. When a strength is stronger than the competition, then we become ADVANTAGED. Greater market share, lower costs and higher profits may result. When a strength is as good as the competition, then we are COMPETITIVE. Market share and profits will be average. Strengths do not necessarily create an opportunity. o In order for a strength to create an opportunity, there must be a market demand for the results obtained from applying that strength. o As an example, many skilled manufacturing workers (skill = strength) are finding that the skills built up over decades are no longer a strength in the new working environment. That does not mean that their skills have diminished; simply, the demand for these strengths has reduced.

Weaknesses •

• • • •

Weaknesses are characteristics that are in an individual, an organization, a jurisdiction, a geographical area, and so on. Often, weaknesses are avoided by staying out of particular markets. This results in fewer opportunities. If in the market, then less market share, higher costs and lower profits may result. There is also a higher vulnerability to threats, from the competition or general market conditions. However, a known weakness is also a known opportunity to improve and create a COMPETITIVE strength, or even an ADVANTAGED strength. Some weaknesses are difficult to overcome, such as climate but others may be worth the investment required.

Opportunities •

• •

Threats • •

•

Trends •

Opportunities are external factors that create a demand for the result of applying strengths to a product or process. Generally, opportunities are best derived from ADVANTAGED strengths. In a new or growing market, there will often be sufficient demand, for a period of time, to permit a COMPETITIVE strength to create a temporary opportunity. Threats are external factors that cause difficulties. Threats may be specific to a WEAKNESS. Often, the market or competition will be the catalyst for the threat. Threats may also be non-specific to a weakness. For example, changes in consumer habits, generally poor market conditions, climate, interest rates, rerouting of major highways, and so on. These have an impact in a more general manner, whether there are inherent weaknesses or not. Since all activities must be conducted in the future, the above are considered with respect to future trends.

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APPENDICES

Appendix IV

Reference sources

As supplied by the Town of Gravenhurst Gravenhurst Business Retention and Expansion (BR+E) Final Report June 6, 2005

Water, Rocks and Trees ... Building Upon our Rich Resources: The Creative Economy in Muskoka – Parts 1, 2 & 3: May 4, 2011 Town of Gravenhurst Strategic Plan 2011 - 2014 Council - Action Plan – Public - 2010-2014

Town of Gravenhurst Building and Business Inventory: Downtown Revitalization Project Business Owner Survey Results - March 2013

Data Analysis & Survey Results - September 2012

Town of Gravenhurst Strategic Action Plan: Downtown Revitalization Project - September 2013 Gravenhurst Economic Development Strategic Plan - October 2013 Marketing Economic Development Plan - June 2013

Gravenhurst - Manifold Data Sets - McSweeney - June2013

Sector Analysis Report for the Town of Gravenhurst – December 2010 Gravenhurst Community Profile – August 2013 2013 Second Home Study – December 2013

2013 Second Home Study Appendices – December 2013

The District Municipality of Muskoka Community Services - Community Services Data Regional Breakdown – May 2013 The District Municipality of Muskoka Growth Strategy – 2013 Phase 1 Update - October 2013 Town of Gravenhurst – Muskoka Road South Downtown Revitalization – August 2012 2008 First Impressions Report Presentation to Gravenhurst Blue Mountains Final Report Sept508 pdf

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APPENDICES

Appendix V

Explanation of key aspects

The Active and Alert Approaches for use in Investment Attraction The difference between Active …comparing jurisdictional factors All and Alert with the needs of sectors possible Approaches is industries conceptually simple; applying the distinction Disadvantages filter can make a Fix it or forget it significant difference to the effective Active Place the biggest Advantages filter utilization of stakes here Strategy scarce ‘Just investment Competitive’ A deep, expensive pit attraction Alert “Look at all the things we could do” resources. In the Strategy “We are COMPETITIVE” Active “Who says we can’t do it?” Approach, the Place minimum bets Ask NOT why you CANNOT succeed but be ready to up tangible Ask INSTEAD why you WILL succeed the ante advantages of the jurisdiction are used to create a positive investment attraction business case that should be taken to the potential investor market. This is where many of the resources available for investment attraction should be devoted since there are tangible advantages compared to other jurisdictions that can be used to attract the prospect through differentiation. In the case of the Alert Approach, less resources should be invested in non-targeted sectors but be ready to act with as much vigour as in the Active Approach, should the opportunity arise. This will happen from time to time (the ‘lottery effect’) since the area may be competitive in several industries and should receive a fair portion of the attention from prospective investors.

The’ funnel and filter’

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

APPENDICES ACTIVE Approach

ALERT Approach

A strategy designed to pursue those target sectors in

which the jurisdiction has a tangible advantage in attracting investment

A strategy designed to pursue those sectors in which the jurisdiction is ‘just competitive’, but has no tangible advantage in attracting investment

This is where the majority of the effort and resources should be focused in pursuit of these targets, since the potential for success is greatest

Less effort and resources should be placed here initially but be ready to ‘Go Active’ if such an opportunity arises

Common elements of both ACTIVE and ALERT Approaches

Thus the significant difference between the Active and Alert Approaches is in how the prospect is uncovered. In the case of the Active Approach the prospect is actively sought with resources applied, since the chances for success are highest. In the case of the Alert Approach, the prospective is identified when they come along but relatively little effort is applied to find them, since the area cannot readily differentiate itself from other jurisdictions and has a lesser chance of a successful active campaign.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

APPENDICES

Appendix VI

Tourism and People Attraction

While not all of these factors may apply to Gravenhurst, or in varying degrees, these are some of the general issues to be addressed in the Tourism Industry. The local tourism sector is clearly the means by which to first attract people to visit the area and, if executed well, to encourage them to consider a more permanent stay. It can be the catalyst for other opportunities. Tourism must operate at its peak for the best possible experience… ...that will bring them back again. ….that will attract new residents… …who in turn will invest… …that will develop the desired industries… …that will create the jobs and prosperity In itself, tourism provides direct benefits to operators and all businesses that service the needs of visitors. In broader sense, it is the Advanced Guard of People Attraction, an “appetizer” or sampling of what Gravenhurst has to offer on a full-time basis for its residents. This may lead to the attraction of: • • •

Entrepreneurs who may start businesses Younger families Retirees

Gravenhurst is an area of pristine beauty that has appeal to many different people. Using these characteristics to attract tourists is one avenue of opportunity. Beyond that, if people think that it is a wonderful place to visit, then they may also think of it as an ideal place to live. Every effort made to attract the visitor also enhances economic development. Tourism operators must be responsive to the changing wants and needs of the tourist and these vary across demographics, economic conditions, and so on. Some of the unique challenges in tourism development are: •

The target market is more difficult to define because it is subject to changing trends and, generally, may include some or all of: o Day-trippers (from nearby urban centres). o Meetings/Conference attendees and their spouses o Bus Tour Participants. o Overseas Business Visitors o Overseas Package Tour Participants

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

APPENDICES

o o o o o o o o

Skiers and Hikers Fishermen Shoppers Educational Tour Participants Work Crews Business Travelers Ecotourism/adventure/agri-tourism participants Sports Teams and Spectators Further definitions and descriptions of tourist market segmentation can be found at http://rto12.ca/documents/research/#more-4677

• • • • • • • •

The seasonality of demand. Peaks and troughs; high and low seasons

The weather. Weather is always unpredictable.

The varying expectations of consumers

Longer-term market development. Very few new tourism businesses achieve maximum capacity usage in the first years of start-up

High fixed costs. Many tourism businesses have a high fixed cost component

Co-operative nature of competition. Because tourism businesses are often located in a tourism destination region, they often work collaboratively to promote their destination

Single use nature of assets. Accommodation facilities in particular have limited alternative uses for the asset

Highly capital intensive. Many tourism businesses require a large up-front capital investment.

Further, the following specifics will also affect tourism development strategies for each potential target market: • • • • • • • • • •

Who they are (age, income, marital status, education and lifestyle patterns)?

How many are expected?

What interests them?

Where they come from?

Why they travel?

When they travel?

How often they travel?

How they travel?

How they spend their money?

How price-sensitive they are?

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APPENDICES One emerging, and very large market can be accessed indirectly through the targeting of diverse, ethnic communities within the domestic market. Some of Ontarioâ€™s ethnic communities are quite large and have the capacity to stimulate tourism activity by exploring Ontario themselves, and by acting as hosts to family visiting from their home country. As the middle class in countries such as China and India grows, the demand for tourism will grow. Family/Friends in Ontario can help encourage travel to areas in the Province that they themselves have enjoyed. In turn, these overseas visitors may then become so attracted that they will consider the area for settlement, if they later emigrate from their current homeland.

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APPENDICES

Appendix VII

Champions

Champions are the “force multipliers” of economic development and many other Community Missions. A clearly “Made in Gravenhurst” solution being dependent upon the entrepreneurship and commitment of the individuals in the community. Consider that the only way for the public sector to directly create jobs is by hiring people. While this is certainly necessary and desirable in, for example, health care, education and government, these functions tend to be “inward looking”, in many cases within the local jurisdiction and nearly all within the Province. As such, they serve the needs of the Community but cannot readily provide that critical element necessary for long-term sustainability in a competitive world, the export of materials, goods and services for monies that are then returned to the Community through local spending. That latter role is usually in the domain of the private sector, and in some instance, the not-for-profit sector. Such Champions, acting in concert with the municipal Economic Development Department, can lead various initiatives. Champions may choose to act out of Community-minded or altruistic interest or may have a financial gain to make. The latter is not “wrong”, as long as any investment made by governments is commensurate with the returns expected and which have been thoroughly vetted through analysis, projections and the creation of a “case” that outlines clearly the investment and benefits to be accrued by each participating party. Sponsorships to aid the establishment of new businesses, that may in turn benefit the sponsor, is one example of a Champion contribution. Other contributions may be in the role of an Ambassador, helping to spread the word about Gravenhurst through their established circle of businesses and friends. Yet another role may be in helping to host potential businesses and investors when they visit the Town to learn more about the opportunities. Champion-led Initiatives can be developed on an ongoing basis and presented to Council as cases are created that demonstrate their value to the Community. Only those that meet the criteria of being worthwhile investments for the Municipality to consider will reach this stage.

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APPENDICES

Appendix VIII

Detailed list of recommended target Creative Economy sectors

These are the detailed listings of sectors that emerged from the analysis of Statistics Canada NAICS coded sectors. There are many very similar sectors, each with a slightly different description. These results were reviewed and aggregated into a more approachable set of sectors that can be targeted through similar marketing channels and with similar messages.

NAIC 453920

TITLE Art dealers

Description This Canadian industry comprises establishments primarily engaged in retailing original and limited edition art works. Establishments primarily engaged in the exhibition of Aboriginal art for retail sale are also included.

454110

Electronic shopping and mail-order houses

This Canadian industry comprises establishments primarily engaged in retailing all types of merchandise using the electronic and print media to induce direct response by the customer. These establishments can employ methods, such as broadcasting infomercials, broadcasting and publishing direct-response advertising and publishing traditional or electronic catalogues, to display their merchandise and reach their customers. They can also provide websites facilitating consumer-to-consumer or businessto-consumer trade in new and used goods, on an auction basis, using the Internet. Transactions between these retailers and their customers typically require the use of information technology (telephone or computer network) and the delivery of merchandise is typically done by mail or courier. Establishments primarily engaged in retailing from catalogue showrooms, without stock, are included.

511110

Newspaper publishers

This Canadian industry comprises establishments primarily engaged in carrying out operations necessary for producing and distributing newspapers, including gathering news; writing news columns, feature stories and editorials; and selling and preparing advertisements. These establishments may publish newspapers in print or electronic form.

511120

Periodical publishers

511130

Book publishers

This Canadian industry comprises establishments, known as magazine or periodical publishers, primarily engaged in carrying out operations necessary for producing and distributing magazines and other periodicals, including gathering, writing, soliciting and editing articles, and preparing and selling advertisements. Periodicals are published at regular intervals, typically on a weekly, monthly or quarterly basis. These periodicals may be published in printed or electronic form. This Canadian industry comprises establishments primarily engaged in carrying out various design, editing and marketing activities necessary for producing and distributing books of all kinds, such as text books; technical, scientific and professional books; and mass market paperback books. These books may be published in print, audio or electronic form.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

APPENDICES

NAIC 511140

TITLE Directory and mailing list publishers

Description This Canadian industry comprises establishments primarily engaged in publishing compilations and collections of information or facts that are logically organized to facilitate their use. These collections may be published in one or more formats, such as print or electronic form. Electronic versions may be provided directly to customers by the establishment or third party vendors (except exclusively on Internet).

511190

Other publishers

This Canadian industry comprises establishments, not classified to any other Canadian industry, primarily engaged in publishing other works such as calendars, colouring books, greeting cards and posters.

511211

Software publishers (except video game publishers)

This Canadian industry comprises establishments primarily engaged in software publishing, not including video games. These establishments carry out operations necessary for producing and distributing computer software, such as designing, providing documentation, assisting in installation and providing support services to software purchasers. They may design and publish, or publish only.

511212

Video game publishers

512210

Record production

This Canadian industry comprises establishments primarily engaged in video game publishing. These establishments carry out operations necessary for producing and distributing computer video game software, such as designing video games, providing documentation, and providing support services to video game purchasers. They may design and publish, or publish only. This Canadian industry comprises establishments primarily engaged in record production. These establishments contract with musical artists, and arrange and finance the production of original master recordings. They hold the copyright to the master recording and derive most of their revenues from selling, leasing, and licensing master recordings. They do not have their own duplication or distribution capabilities.

519130

Internet publishing and broadcasting and web search portals

523110

Investment banking and securities dealing

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

This Canadian industry comprises establishments exclusively engaged in publishing and/or broadcasting content on the Internet or operating web sites, known as web search portals, that use a search engine to generate and maintain extensive databases of Internet addresses and content in an easily searchable format. The Internet publishing and broadcasting establishments in this industry provide textual, audio, and/or video content of general or specific interest. These establishments do not provide traditional (non-Internet) versions of the content that they publish or broadcast. Establishments known as web search portals often provide additional Internet services, such as e-mail, connections to other web sites, auctions, news, and other limited content, and serve as a home base for Internet users. This Canadian industry comprises establishments primarily engaged in acting as principals (investors who buy or sell on their own account), generally on a spread basis, in originating, underwriting and/or distributing issues of securities of businesses, governments and institutions. Establishments primarily engaged in making markets (dealing or trading) in securities are included.

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APPENDICES

NAIC 523930

TITLE Investment advice

Description This Canadian industry comprises establishments primarily engaged in providing investment advice to others on a fee basis, provided that they do not also have the authority to execute trades. Establishments in this industry may communicate their advice both directly to their clients and via printed or electronic media as part of a subscription service. Establishments providing financial planning advice, investment counselling and investment research are included.

524111

Direct individual life, health and medical insurance carriers

This Canadian industry comprises establishments primarily engaged in underwriting annuities, life insurance, accidental death and dismemberment insurance, disability income insurance and insurance for hospital, medical, dental, vision and other health services, directly to individual policyholders.

524112

Direct group life, health and medical insurance carriers

524121

Direct general property and casualty insurance carriers

This Canadian industry comprises establishments primarily engaged in underwriting annuities and life insurance, accidental death and dismemberment insurance, disability income insurance and insurance for hospital, medical, dental, vision and other health services, directly to group policyholders. This Canadian industry comprises establishments engaged only in underwriting a combination of automobile insurance, property insurance and liability insurance, directly to policyholders, with no one of the three types accounting for more than 70 percent of the nominal output. Nominal output is measured as premiums less claims plus investment income.

524122

Direct, private, automobile insurance carriers

524123

Direct, public, automobile insurance carriers

524124

Direct property insurance carriers

This Canadian industry comprises establishments in which more than 70 per cent of nominal output is derived from underwriting property insurance directly to policyholders. Nominal output is measured as premiums less claims plus investment income. Property insurance provides protection for losses to buildings and contents. It may be provided in a package with related types of protection, such as personal liability for homeowners and tenants, business-interruption insurance and temporary accommodation costs. Property insurance includes personal and commercial insurance.

524125

Direct liability insurance carriers

This Canadian industry comprises establishments in which more than 70 percent of nominal output is derived from underwriting liability insurance directly to policyholders. Nominal output is measured as premiums less claims plus investment income. Liability insurance provides protection for legal liability to others for injury, death or damage to property which may arise in the course of carrying out occupational or personal activities. Examples of liability insurance are product liability insurance, professional malpractice insurance and directors' liability insurance.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

This Canadian industry comprises private establishments in which more than 70 percent of nominal output is derived from underwriting automobile insurance directly to policyholders. Nominal output is measured as premiums less claims plus investment income. Automobile insurance is often provided in a package which includes liability insurance and vehicle loss or damage insurance. Automobile insurance includes insurance for private and commercial vehicles. This Canadian industry comprises government-owned establishments engaged in underwriting automobile insurance directly to policyholders.

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APPENDICES

NAIC 524129

TITLE Other direct insurance (except life, health and medical) carriers

Description This Canadian industry comprises establishments, not classified to any other Canadian industry, primarily engaged in underwriting insurance, other than life, health or medical, such as boiler and machinery insurance, surety insurance, fidelity insurance and marine and aircraft insurance, directly to policyholders. Boiler and machinery insurance provides protection against losses resulting from faulty or malfunctioning machinery, including damage to the insured equipment as well as surrounding buildings and equipment. Surety insurance guarantees that an individual or company will complete work that it has promised to do. Fidelity insurance or fidelity bonds protect organizations against dishonest or fraudulent acts of their employees. Marine and aircraft insurance provides protection for losses to vessels, cargo and liability to passengers. Establishments primarily engaged in underwriting title insurance, guaranteeing loans and insuring deposits and shares in depository institutions, or providing workers' compensation insurance are included.

524131

Life reinsurance carriers

524132

Accident and sickness reinsurance carriers

524133

Automobile reinsurance carriers

This Canadian industry comprises establishments in which more than 70 percent of nominal output is derived from assuming all or part of the risk associated with individual and group annuities and policies for life insurance, accidental death and dismemberment insurance, and disability income insurance originally underwritten by other insurance carriers. Nominal output is measured as premiums less claims plus investment income. This Canadian industry comprises establishments in which more than 70 percent of nominal output is derived from assuming all or part of the risk associated with insurance policies for hospital, medical, dental, vision and other health services originally underwritten by other insurance carriers. Nominal output is measured as premiums less claims plus investment income. This Canadian industry comprises establishments in which more than 70 percent of nominal output is derived from assuming all or part of the risk associated with automobile insurance policies originally underwritten by other insurance carriers. Nominal output is measured as premiums less claims plus investment income.

524134

Property reinsurance carriers

This Canadian industry comprises establishments in which more than 70 percent of nominal output is derived from assuming all or part of the risk associated with property insurance policies originally underwritten by other insurance carriers. Nominal output is measured as premiums less claims plus investment income. Property insurance provides protection for losses to buildings and contents.

524135

Liability reinsurance carriers

This Canadian industry comprises establishments in which more than 70 per cent of nominal output is derived from assuming all or part of the risk associated with liability insurance policies originally underwritten by other insurance carriers. Nominal output is measured as premiums less claims plus investment income. Liability insurance provides protection for legal liability to others for injury, death or damage to property which may arise in the course of carrying out occupational or personal activities. Examples of liability insurance are product liability insurance, professional malpractice insurance and directors' liability insurance.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

xviii

APPENDICES

NAIC 524139

TITLE General and other reinsurance carriers

Description This Canadian industry comprises establishments, not classified to any other Canadian industry, primarily engaged in assuming all or part of the risk associated with insurance policies originally underwritten by other insurance carriers.

524299

All other insurance related activities

This Canadian industry comprises establishments, not classified to any other Canadian industry, primarily engaged in providing, on a contract or fee basis, insurance services other than claims adjusting, such as claims processing, utilization review and other administrative services to insurance carriers, employee benefit plans and self-insurance funds.

526111

Trusteed pension funds

This Canadian industry comprises funds where contributions to provide pension benefits are deposited with a trustee who is responsible for the receipt, disbursement and investment of the funds. The trust is a fiduciary relationship in which individuals (at least three) or a trust company hold title to the assets of the fund in accordance with a written trust agreement for the benefit of the plan members.

541212

Offices of accountants

This Canadian industry comprises establishments primarily engaged in providing a range of accounting services, such as the preparation of financial statements, the preparation of management accounting reports, the review and auditing of accounting records, the development of budgets, the design of accounting systems, and the provision of advice on matters related to accounting. These establishments may also provide related services, such as bookkeeping services, tax return preparation services, payroll services, management consulting services and insolvency services.

541320

Landscape architectural services

541330

Engineering services

This Canadian industry comprises establishments primarily engaged in planning, designing and administering the development of land areas for projects such as parks and other recreational areas, airports, highways, hospitals, schools, land subdivisions, and commercial, industrial and residential areas by applying knowledge of land characteristics, location of buildings and structures, use of land areas, and design of landscape projects. This Canadian industry comprises establishments primarily engaged in applying principles of engineering in the design, development and utilization of machines, materials, instruments, structures, processes and systems. The assignments undertaken by these establishments may involve any of the following activities: the provision of advice, the preparation of feasibility studies, the preparation of preliminary and final plans and designs, the provision of technical services during the construction or installation phase, the inspection and evaluation of engineering projects, and related services.

541340

Drafting services

This Canadian industry comprises establishments primarily engaged in drawing detailed layouts, plans and illustrations of buildings, structures, systems or components from engineering and architectural specifications.

541360

Geophysical surveying and mapping services

This Canadian industry comprises establishments primarily engaged in gathering, interpreting and mapping geophysical data. These establishments often specialize in locating and measuring the extent of subsurface resources, such as oil, gas and minerals, but they may also conduct surveys for engineering purposes. A variety of surveying techniques are used, including seismic, magnetic, gravity, electrical and electromagnetic, radioactive and remote sensing, depending on the purpose of the survey.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

xix

APPENDICES

NAIC 541410

TITLE Interior design services

541420

Industrial design services

541430

Graphic design services

541490

Other specialized design services

541514

Computer systems design and related services (except video game design and development)

541515

Video game design and development services

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

Description This Canadian industry comprises establishments primarily engaged in planning, designing and administering projects in interior spaces to meet the physical and aesthetic needs of people, taking into consideration building codes, health and safety regulations, traffic patterns and floor planning, mechanical and electrical needs, and interior fittings and furniture. Interior designers and interior design consultants work in areas such as hospitality design, health care design, institutional design, commercial and corporate design and residential design. This Canadian industry also includes interior decorating consultants engaged exclusively in providing aesthetic services associated with interior spaces. This Canadian industry comprises establishments primarily engaged in creating and developing designs and specifications that optimize the function, value and appearance of products. These services can include the determination of the materials, construction, mechanisms, shape, colour, and surface finishes of the product, taking into consideration human needs, safety, market appeal and efficiency in production, distribution, use and maintenance. This Canadian industry comprises establishments primarily engaged in planning, designing and managing the production of visual communication, so as to convey specific messages or concepts, clarify complex information or project visual identities. These services include designing the visual layout of printed materials, web pages, packaging labels and graphics, advertising, signage systems, logos and corporate identification. This Canadian industry also includes commercial artists engaged exclusively in generating drawings and illustrations requiring technical accuracy or interpretative skills. This Canadian industry comprises establishments, not classified to any other Canadian industry, primarily engaged in providing professional design services. This Canadian industry comprises establishments primarily engaged in computer systems design and related services, not including video games, through one or more activities, such as writing, modifying, testing and supporting software to meet the needs of a particular customer, including custom Internet web-page development; planning and designing computer systems that integrate hardware, software and communication technologies; on-site management and operation of clients' computer and data processing facilities; providing advice in the field of information technologies; and other professional and technical computer-related services, such as training and support after sales. This Canadian industry comprises establishment primarily engaged in designing and developing video games through one or more activities without publishing them. Establishments herein may custom design video games to meet the needs of specific users.

APPENDICES

NAIC 541611

TITLE Administrative management and general management consulting services

Description This Canadian industry comprises establishments primarily engaged in providing advice and assistance to other organizations on administrative management issues, such as financial planning and budgeting; equity and asset management; records management; office planning; strategic and organizational planning; site selection; new business start-up; and business process improvement. This Canadian industry also includes general management consultants that provide a full range of administrative; human resource; marketing; process, physical distribution and logistics; or other management consulting services to clients.

541612

Human resources consulting services

This Canadian industry comprises establishments primarily engaged in providing advice and assistance to other organizations on human resources management issues, such as human resource and personnel policies, practices and procedures; employee benefits planning, communication, and administration; compensation systems planning; wage and salary administration; and executive search and recruitment.

541619

Other management consulting services

This Canadian industry comprises establishments, not classified to any other Canadian industry, primarily engaged in providing advice and assistance to other organizations on management issues.

541620

Environmental consulting services

This Canadian industry comprises establishments primarily engaged in providing advice and assistance to other organizations on environmental issues, such as the control of environmental contamination from pollutants, toxic substances and hazardous materials. These establishments identify problems, measure and evaluate risks, and recommend solutions. They employ a multi-disciplined staff of scientists, engineers and other technicians, with expertise in areas such as air and water quality, asbestos contamination, remediation and environmental law.

541690

Other scientific and technical consulting services

This Canadian industry comprises establishments, not classified to any other Canadian industry, primarily engaged in providing advice and assistance to other organizations on scientific and technical issues.

541710

Research and development in the physical, engineering and life sciences

This Canadian industry comprises establishments primarily engaged in conducting research and experimental development in physical, engineering and life sciences, including electronics, computers, chemistry, oceanography, geology, mathematics, physics, environmental, medicine, health, biology, botany, biotechnology, agriculture, fisheries, forestry, pharmacy, veterinary and other allied subjects.

541810

Advertising agencies

This Canadian industry comprises establishments primarily engaged in creating advertising campaigns and placing such advertising in periodicals and newspapers, on radio and television, on the Internet, or with other media. These establishments are organized to provide a full range of services (through in-house capabilities or subcontracting), including advice, creative services, account management, production of advertising material, media planning, and buying (i.e., placing advertising).

541820

Public relations services

This Canadian industry comprises establishments primarily engaged in creating and implementing public relation campaigns. These campaigns are designed to promote the interests and image of their clients.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

xxi

APPENDICES

NAIC 541860

TITLE Direct mail advertising

Description This Canadian industry comprises establishments primarily engaged in creating and designing direct mail advertising campaigns, and preparing advertising material for mailing or other direct distribution. These establishments may also compile, maintain, sell and rent mailing lists.

611420

Computer training

This Canadian industry comprises establishments primarily engaged in conducting training in all phases of computer activities, including computer programming, software packages, computerized business systems, computer electronics technology, computer operations and local area network management. Instruction may be provided at the establishment's facilities or at an off-site location, including the client's own facilities.

611430

Professional and management development training

This Canadian industry comprises establishments primarily engaged in providing an array of short-duration courses and seminars for management and professional development. Training may be provided directly to individuals or through employers' training programs. Career development and courses may be customized or modified to meet the special needs of customers. Instruction may be provided at the establishment's facilities or at an off-site location, including the client's own facilities.

611610

Fine arts schools

This Canadian industry comprises establishments primarily engaged in providing instruction in fine arts, including art (except commercial and graphic arts), dance, drama, music and photography (except commercial photography). Professional dance schools are also included.

611630

Language schools

711130

Musical groups and artists

711321

Performing arts promoters (presenters) without facilities

This Canadian industry comprises establishments primarily engaged in providing courses in language instruction. These establishments offer language instruction ranging from conversational skills for personal enrichment to intensive training courses for career or educational opportunities. This Canadian industry comprises establishments primarily engaged in producing live presentations (except musical theatre and opera productions) that involve the performances of musicians and/or vocalists. Establishments in this industry may consist of independent groups or individual artists. This Canadian industry comprises establishments primarily engaged in organizing and promoting performing arts productions in facilities operated by others.

711410

Agents and managers for artists, athletes, entertainers and other public figures

This Canadian industry comprises establishments primarily engaged in representing or managing creative and performing artists, sports figures, entertainers, and celebrities. These establishments represent their clients in contract negotiations, manage or organize the client's financial affairs, and generally promote the careers of their clients.

711511

Independent visual artists and artisans

This Canadian industry comprises establishments primarily engaged in creating visual art and craft works using a studio-based method of production. These works are artistic and cultural objects, designed by the producing establishment, made in small quantities, of any material. The typical labour force is an artist, artisan or craftsperson, sometimes assisted by other artists, artisans, crafts-persons or apprentices. Conservators operating on own account and independent photojournalists are also included.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

xxii

APPENDICES

NAIC 711513

TITLE Independent writers and authors

Description This Canadian industry comprises independent individuals (freelance) primarily engaged in creating artistic and cultural literary works, technical writing or copywriting. Independent print journalists are included.

3346xx

Manufacturing and reproducing magnetic and optical media

This industry group comprises establishments primarily engaged in manufacturing magnetic and optical media, and the mass reproduction of recordings on such media. The media include audio and video tapes, diskettes, hard disk media and CD-ROMs. The products of the industry are blank media; and software (shrink-wrapped), audio, video, and multimedia products recorded on these media.

45392x

Art dealers

This industry comprises establishments primarily engaged in retailing original and limited edition art works. Establishments primarily engaged in the exhibition of Aboriginal art for retail sale are also included.

45411x

Electronic shopping and mail-order houses

This industry comprises establishments primarily engaged in retailing all types of merchandise using the electronic and print media to induce direct response by the customer. These establishments can employ methods, such as broadcasting infomercials, broadcasting and publishing directresponse advertising and publishing traditional or electronic catalogues, to display their merchandise and reach their customers. They can also provide websites facilitating consumer-to-consumer or business-toconsumer trade in new and used goods, on an auction basis, using the Internet. Transactions between these retailers and their customers typically require the use of information technology (telephone or computer network) and the delivery of merchandise is typically done by mail or courier. Establishments primarily engaged in retailing from catalogue showrooms, without stock, are included.

4541xx

Electronic shopping and mail-order houses

This industry group comprises establishments primarily engaged in retailing all types of merchandise using the electronic and print media to induce direct response by the customer. These establishments can employ methods, such as broadcasting infomercials, broadcasting and publishing direct-response advertising and publishing traditional or electronic catalogues, to display their merchandise and reach their customers. They can also provide websites facilitating consumer-to-consumer or businessto-consumer trade in new and used goods, on an auction basis, using the Internet. Transactions between these retailers and their customers typically require the use of information technology (telephone or computer network) and the delivery of merchandise is typically done by mail or courier. Establishments primarily engaged in retailing from catalogue showrooms, without stock, are included.

51111x

Newspaper publishers

This industry comprises establishments primarily engaged in carrying out operations necessary for producing and distributing newspapers, including gathering news; writing news columns, feature stories and editorials; and selling and preparing advertisements. These establishments may publish newspapers in print or electronic form.

51112x

Periodical publishers

This industry comprises establishments, known as magazine or periodical publishers, primarily engaged in carrying out operations necessary for producing and distributing magazines and other periodicals, including gathering, writing, soliciting and editing articles, and preparing and selling advertisements. Periodicals are published at regular intervals, typically on a weekly, monthly or quarterly basis. These periodicals may be published in printed or electronic form.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

xxiii

APPENDICES

NAIC 51113x

TITLE Book publishers

Description This industry comprises establishments primarily engaged in carrying out various design, editing and marketing activities necessary for producing and distributing books of all kinds, such as text books; technical, scientific and professional books; and mass market paperback books. These books may be published in print, audio or electronic form.

51114x

Directory and mailing list publishers

This industry comprises establishments primarily engaged in publishing compilations and collections of information or facts that are logically organized to facilitate their use. These collections may be published in one or more formats, such as print or electronic form. Electronic versions may be provided directly to customers by the establishment or third party vendors (except exclusively on Internet).

51119x

Other publishers

This industry comprises establishments, not classified to any other industry, primarily engaged in publishing other works such as calendars, colouring books, greeting cards and posters.

5111xx

Newspaper, periodical, book and directory publishers

This industry group comprises establishments primarily engaged in publishing (or publishing and printing) newspapers, periodicals, books, maps, directories, databases and other works, such as calendars, catalogues and greeting cards.

51121x

Software publishers

5112xx

Software publishers

51221x

Record production

This industry comprises establishments primarily engaged in publishing computer software, usually for multiple clients and generally referred to as packaged software. These establishments carry out operations necessary for producing and distributing computer software, such as designing, providing documentation, assisting in installation and providing support services to software purchasers. They may design and publish, or publish only. This industry group comprises establishments primarily engaged in publishing computer software, usually for multiple clients and generally referred to as packaged software. These establishments carry out operations necessary for producing and distributing computer software, such as designing, providing documentation, assisting in installation and providing support services to software purchasers. They may design and publish, or publish only. This industry comprises establishments primarily engaged in record production. These establishments contract with musical artists, and arrange and finance the production of original master recordings. They hold the copyright to the master recording and derive most of their revenues from selling, leasing, and licensing master recordings. They do not have their own duplication or distribution capabilities.

5122xx

Sound recording industries

This industry group comprises establishments primarily engaged in producing and distributing music recordings, publishing music, or providing sound recording and related services.

51711x

Wired telecommunications carriers

This industry comprises establishments primarily engaged in providing telecommunications and/or video entertainment services to their customer premises over network facilities operated by them. These establishments can own a network, lease a network or combine leased and owned facilities; and their networks can integrate various technologies.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

xxiv

APPENDICES

NAIC 5171xx

TITLE Wired telecommunications carriers

Description This industry group comprises establishments primarily engaged in providing telecommunications and/or video entertainment services to their customer premises over network facilities operated by them. These establishments can own a network, lease a network or combine leased and owned facilities and their networks can integrate various technologies.

51913x

Internet publishing and broadcasting, and web search portals

5191xx

Other information services

This industry comprises establishments exclusively engaged in publishing and/or broadcasting content on the Internet or operating web sites, known as web search portals, that use a search engine to generate and maintain extensive databases of Internet addresses and content in an easily searchable format. The Internet publishing and broadcasting establishments in this industry provide textual, audio, and/or video content of general or specific interest. These establishments do not provide traditional (non-Internet) versions of the content that they publish or broadcast. Establishments known as web search portals often provide additional Internet services, such as e-mail, connections to other web sites, auctions, news, and other limited content, and serve as a home base for Internet users. This industry group comprises establishments, not classified to any other industry, primarily engaged in providing other information services. The main components are news syndicates, libraries and archives, Internet publishing and broadcasting, and web search portals.

52311x

Investment banking and securities dealing

5231xx

Securities and commodity contracts intermediation and brokerage

52393x

Investment advice

This industry comprises establishments primarily engaged in providing investment advice to others on a fee basis, provided that they do not also have the authority to execute trades. Establishments in this industry may communicate their advice both directly to their clients and via printed or electronic media as part of a subscription service. Establishments providing financial planning advice, investment counselling and investment research are included.

5239xx

Other financial investment activities

This industry group comprises establishments, not classified to any other industry group, primarily engaged in managing portfolios of securities and providing investment advice, trust, fiduciary, custody and other investment services.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

This industry comprises establishments primarily engaged in acting as principals (investors who buy or sell on their own account), generally on a spread basis, in originating, underwriting and/or distributing issues of securities of businesses, governments and institutions. Establishments primarily engaged in making markets (dealing or trading) in securities are included. This industry group comprises establishments primarily engaged in putting capital at risk in the process of underwriting securities issues or in making markets for securities, and acting as intermediaries between buyers and sellers of securities.

xxv

APPENDICES

NAIC 523xxx

TITLE Securities, commodity contracts, and other financial investment and related activities

52411x

Direct life, health and medical insurance carriers

52412x

Direct insurance (except life, health and medical) carriers

This industry comprises establishments primarily engaged in underwriting all types of insurance (other than life, health or medical), directly to policyholders. Examples of establishments in this industry are automobile, property and liability insurance carriers.

52413x

Reinsurance carriers

This industry comprises establishments primarily engaged in assuming all or part of the risk associated with any type of insurance policy originally underwritten by other insurance carriers.

5241xx

Insurance carriers

52429x

Other insurance related activities

5242xx

Agencies, brokerages and other insurance related activities

This industry group comprises establishments primarily engaged in underwriting annuities, insurance policies and reinsurance. The establishments of this group invest premiums to build up a portfolio of financial assets to be used against future claims. Contributions and premiums are set on the basis of actuarial calculations of reserves. Direct insurance carriers that are primarily engaged in underwriting annuities and insurance policies directly to policy holders, and reinsurance carriers that are primarily engaged in assuming all or part of the risk associated with existing insurance policies originally underwritten by other insurance carriers, are included. Industries are defined in terms of the type of risk against which the policy holders are being insured, such as death, loss of employment due to age or disability, and property damage. This industry comprises establishments, not classified to any other industry, primarily engaged in providing, on a contract or fee basis, services related to providing insurance, such as claims administration and adjusting. The staff of these establishments are not employed by the insurance carriers they represent. This industry group comprises establishments primarily engaged in selling insurance or providing services related to insurance.

52611x

Pension funds

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

Description This subsector comprises establishments primarily engaged in putting capital at risk in the process of underwriting securities issues or in making markets for securities and commodities; acting as intermediaries between buyers and sellers of securities; providing securities and commodity exchange services (furnishing space, marketplaces, and often facilities for the purpose of facilitating the buying and selling of stocks, stock options, bonds or commodity contracts); facilitating the marketing of financial contracts; asset management (managing portfolios of securities); and providing investment advice, trust, fiduciary, custody and other investment services. This industry comprises establishments primarily engaged in underwriting annuities, life insurance, accidental death and dismemberment insurance, disability income insurance and insurance for hospital, medical, dental, vision and other health services, directly to policyholders.

This industry comprises funds containing net assets set aside for the purpose of meeting retirement benefit payments of the pension plan, when they become due. Pension funds may or may not have separate legal identities and may or may not have trustees. A pension plan is a reporting entity separate from a sponsor and the plan participants that, by any arrangement (contractual or otherwise), establishes a program to provide retirement income to employees. This class includes pension plans of all types, regardless of whether the fund is registered as a separate legal identity or is administered by trustees. xxvi

APPENDICES

NAIC 5261xx

TITLE Pension funds

5312xx

Offices of real estate agents and brokers

54121x

Accounting, tax preparation, bookkeeping and payroll services

This industry comprises establishments primarily engaged in auditing accounting records; designing accounting systems; preparing financial statements; developing budgets; preparing tax returns; processing payrolls; bookkeeping; and billing.

5412xx

Accounting, tax preparation, bookkeeping and payroll services

This industry group comprises establishments primarily engaged in auditing accounting records; designing accounting systems; preparing financial statements; developing budgets; preparing tax returns; processing payrolls; bookkeeping; and billing.

54131x

Architectural services

This industry comprises establishments primarily engaged in planning and designing the construction of residential, institutional, leisure, commercial and industrial buildings and other structures by applying knowledge of design, construction procedures, zoning regulations, building codes and building materials.

54132x

Landscape architectural services

This industry comprises establishments primarily engaged in planning, designing and administering the development of land areas for projects such as parks and other recreational areas, airports, highways, hospitals, schools, land subdivisions, and commercial, industrial and residential areas by applying knowledge of land characteristics, location of buildings and structures, use of land areas, and design of landscape projects.

54133x

Engineering services

This industry comprises establishments primarily engaged in applying principles of engineering in the design, development and utilization of machines, materials, instruments, structures, processes and systems. The assignments undertaken by these establishments may involve any of the following activities: the provision of advice, the preparation of feasibility studies, the preparation of preliminary and final plans and designs, the provision of technical services during the construction or installation phase, the inspection and evaluation of engineering projects, and related services.

54134x

Drafting services

This industry comprises establishments primarily engaged in drawing detailed layouts, plans and illustrations of buildings, structures, systems or components from engineering and architectural specifications.

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

Description This industry group comprises funds containing net assets set aside for the purpose of meeting retirement benefit payments of the pension plan, when they become due. Pension funds may or may not have separate legal identities and may or may not have trustees. A pension plan is a reporting entity separate from a sponsor and the plan participants that, by any arrangement (contractual or otherwise), establishes a program to provide retirement income to employees. This class includes pension plans of all types, regardless of whether the fund is registered as a separate legal identity or is administered by trustees. This industry group comprises establishments primarily engaged in renting, buying and selling real estate for others, on a fee or commission basis. These establishments assist vendors by advertising and listing properties and conducting open houses for prospective buyers, assist prospective buyers by selecting, visiting and making purchase offers. They may also rent or lease properties on behalf of clients.

xxvii

APPENDICES

NAIC 54136x

TITLE Geophysical surveying and mapping services

Description This industry comprises establishments primarily engaged in gathering, interpreting and mapping geophysical data. These establishments often specialize in locating and measuring the extent of subsurface resources, such as oil, gas and minerals, but they may also conduct surveys for engineering purposes. A variety of surveying techniques are used, including seismic, magnetic, gravity, electrical and electromagnetic, radioactive and remote sensing, depending on the purpose of the survey.

5413xx

Architectural, engineering and related services

This industry group comprises establishments primarily engaged in providing architectural, engineering and related services, such as structure design, drafting, building inspection, landscape design, surveying and mapping, laboratory and on-site testing, and interior, industrial, graphic and other specialized design services.

54141x

Interior design services

54142x

Industrial design services

54143x

Graphic design services

54149x

Other specialized design services Specialized design services

This industry comprises establishments primarily engaged in planning, designing and administering projects in interior spaces to meet the physical and aesthetic needs of people, taking into consideration building codes, health and safety regulations, traffic patterns and floor planning, mechanical and electrical needs, and interior fittings and furniture. Interior designers and interior design consultants work in areas such as hospitality design, health care design, institutional design, commercial and corporate design and residential design. This industry also includes interior decorating consultants engaged exclusively in providing aesthetic services associated with interior spaces. This industry comprises establishments primarily engaged in creating and developing designs and specifications that optimize the function, value and appearance of products. These services can include the determination of the materials, construction, mechanisms, shape, colour, and surface finishes of the product, taking into consideration human needs, safety, market appeal and efficiency in production, distribution, use and maintenance. This industry comprises establishments primarily engaged in planning, designing and managing the production of visual communication, so as to convey specific messages or concepts, clarify complex information or project visual identities. These services include designing the visual layout of printed materials, web pages, packaging labels and graphics, advertising, signage systems, logos and corporate identification. This industry also includes commercial artists engaged exclusively in generating drawings and illustrations requiring technical accuracy or interpretative skills. This industry comprises establishments, not classified to any other industry, primarily engaged in providing professional design services. This industry group comprises establishments primarily engaged in providing specialized design services, except architectural, engineering and computer systems design.

5414xx

Town of Gravenhurst Target Sector Analysis and Strategy Final Report, September 2014

xxviii

APPENDICES

NAIC 54151x

TITLE Computer systems design and related services

Description This industry comprises establishments primarily engaged in providing expertise in the field of information technologies through one or more activities, such as writing, modifying, testing and supporting software to meet the needs of a particular customer, including custom video game design and development and Internet webpage development; planning and designing computer systems that integrate hardware, software and communication technologies; on-site management and operation of clients' computer and data processing facilities; providing advice in the field of information technologies; and other professional and technical computerrelated services, such as training and support after sales.

5415xx

Computer systems design and related services

This industry group comprises establishments primarily engaged in providing expertise in the field of information technologies through one or more activities, such as writing, modifying, testing and supporting software to meet the needs of a particular customer, including custom video design and development and Internet webpage development; planning and designing computer systems that integrate hardware, software and communication technologies; on-site management and operation of clients' computer and data processing facilities; providing advice in the field of information technologies; and other professional and technical computerrelated services, such as training and support after sales.

54161x

Management consulting services

This industry comprises establishments primarily engaged in providing advice and assistance to other organizations on management issues, such as strategic and organizational planning; financial planning and budgeting; marketing objectives and policies; human resource policies, practices and planning; and production scheduling and control planning.

54162x

Environmental consulting services

This industry comprises establishments primarily engaged in providing advice and assistance to other organizations on environmental issues, such as the control of environmental contamination from pollutants, toxic substances and hazardous materials. These establishments identify problems, measure and evaluate risks, and recommend solutions. They employ a multi-disciplined staff of scientists, engineers and other technicians, with expertise in areas such as air and water quality, asbestos contamination, remediation and environmental law.

54169x

Other scientific and technical consulting services

This industry comprises establishments, not classified to any other industry, primarily engaged in providing advice and assistance to other organizations on scientific and technical issues.

5416xx

Management, scientific and technical consulting services

This industry group comprises establishments primarily engaged in providing expert advice and assistance to other organizations on management, environmental, scientific and technical issues.

54171x

Research and development in the physical, engineering and life sciences

This industry comprises establishments primarily engaged in conducting research and experimental development in physical, engineering and life sciences, including electronics, computers, chemistry, oceanography, geology, mathematics, physics, environmental, medicine, health, biology, botany, biotechnology, agriculture, fisheries, forestry, pharmacy, veterinary and other allied subjects.

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APPENDICES

NAIC 5417xx

TITLE Scientific research and development services

Description This industry group comprises establishments primarily engaged in conducting original investigation, undertaken on a systematic basis to gain new knowledge (research), and in the application of research findings or other scientific knowledge for the creation of new or significantly improved products or processes (experimental development). The industries within this industry group are defined on the basis of the domain of research; that is, on the scientific expertise of the establishment.

54181x

Advertising agencies

This industry comprises establishments primarily engaged in creating advertising campaigns and placing such advertising in periodicals and newspapers, on radio and television, on the Internet, or with other media. These establishments are organized to provide a full range of services (through in-house capabilities or subcontracting), including advice, creative services, account management, production of advertising material, media planning, and buying (i.e., placing advertising).

54182x

Public relations services

This industry comprises establishments primarily engaged in creating and implementing public relation campaigns. These campaigns are designed to promote the interests and image of their clients.

54186x

Direct mail advertising

This industry comprises establishments primarily engaged in creating and designing direct mail advertising campaigns, and preparing advertising material for mailing or other direct distribution. These establishments may also compile, maintain, sell and rent mailing lists.

5418xx

Advertising, public relations, and related services

This industry group comprises establishments primarily engaged in creating mass-media advertising or public relation campaigns; placing advertising in media for advertisers or advertising agencies; selling media time or space to advertisers or advertising agencies for media owners; creating and implementing indoor or outdoor display advertising campaigns; creating and implementing direct mail advertising campaigns; delivering (except by mail) advertising materials or samples; creating and implementing specialty advertising campaigns; providing related services, such as sign painting and lettering, welcoming services and window trimming services.

5511xx

Management of companies and enterprises

This industry group comprises establishments primarily engaged in managing companies and enterprises and/or holding the securities or financial assets of companies and enterprises, for the purpose of owning a controlling interest in them and/or influencing their management decisions. They may undertake the function of management, or they may entrust the function of financial management to portfolio managers.

56141x

Document preparation services

This industry comprises establishments primarily engaged in writing, editing or proofreading documents; providing word processing or desktop publishing services; and providing stenographic (except court or stenographic reporting), transcription and other secretarial services.

5614xx

Business support services

This industry group comprises establishments primarily engaged in providing business support services, such as preparing documents, operating telephone call centres, operating business service centres, collecting unpaid claims, and providing credit information.

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APPENDICES

NAIC 561xxx

TITLE Administrative and support services

Description This subsector comprises establishments primarily engaged in activities that support the day-to-day operations of other organizations. This includes activities such as administration, hiring and placing personnel, preparing documents, taking orders from clients, collecting payments for claims, arranging travel, providing security and surveillance, cleaning buildings, and packaging and labelling products. These activities are often undertaken in-house by establishments found in many sectors of the economy. The establishments of this subsector specialize in one or more of these activities and can therefore provide services to clients in a variety of industries and, in some cases, to households. The individual industries of this subsector are defined on the basis of the particular process in which they are engaged and the particular services they provide.

61142x

Computer training

This industry comprises establishments primarily engaged in conducting training in all phases of computer activities, including computer programming, software packages, computerized business systems, computer electronics technology, computer operations and local area network management. Instruction may be provided at the establishment's facilities or at an off-site location, including the client's own facilities.

61143x

Professional and management development training

This industry comprises establishments primarily engaged in providing an array of short-duration courses and seminars for management and professional development. Training may be provided directly to individuals or through employers' training programs. Career development and courses may be customized or modified to meet the special needs of customers. Instruction may be provided at the establishment's facilities or at an off-site location, including the client's own facilities.

61161x

Fine arts schools

This industry comprises establishments primarily engaged in providing instruction in fine arts, including art (except commercial and graphic arts), dance, drama, music and photography (except commercial photography). Professional dance schools are also included.

6116xx

Other schools and instruction

7111xx

Performing arts companies

7113xx

Promoters (presenters) of performing arts, sports and similar events

This industry group comprises establishments primarily engaged in providing instruction in fine arts; athletics and sports; languages; and other instruction (except academic, business, computer, management, and technical and trade instruction); and providing services, such as tutoring and exam preparation. This industry group comprises establishments primarily engaged in producing live presentations that involve the performances of actors and actresses, singers, dancers, musical groups and artists, and other performing artists. Examples of establishments in this industry group are theatre companies, dance companies, musical groups and artists, circuses and ice-skating shows. This industry group comprises establishments primarily engaged in organizing and promoting performing arts productions, sports events and similar events, such as festivals. Establishments in this industry group may operate arenas, stadiums, theatres or other related facilities, or they may present these events in facilities operated by others.

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APPENDICES

NAIC 71141x

TITLE Agents and managers for artists, athletes, entertainers and other public figures

Description This industry comprises establishments primarily engaged in representing or managing creative and performing artists, sports figures, entertainers, and celebrities. These establishments represent their clients in contract negotiations, manage or organize the client's financial affairs, and generally promote the careers of their clients.

7114xx

Agents and managers for artists, athletes, entertainers and other public figures

This industry group comprises establishments primarily engaged in representing or managing creative and performing artists, sports figures, entertainers, and celebrities. These establishments represent their clients in contract negotiations, manage or organize the client's financial affairs, and generally promote the careers of their clients.

71151x

Independent artists, writers and performers

This industry comprises independent individuals (freelance) primarily engaged in performing in artistic productions, creating artistic and cultural works or productions, or providing technical expertise necessary for these productions. Independent celebrities, such as athletes, engaging in endorsement, speaking and similar services, are included.

7115xx

Independent artists, writers and performers

This industry group comprises independent individuals (freelance) primarily engaged in performing in artistic productions, creating artistic and cultural works or productions, or providing technical expertise necessary for these productions. Independent celebrities, such as athletes, engaging in endorsement, speaking and similar services, are included.

71211x

Museums

This industry comprises establishments primarily engaged in acquiring, conserving, interpreting, and exhibiting collections of objects of historical, cultural and educational value.

81311x

Religious organizations

This industry comprises establishments primarily engaged in operating religious organizations for religious worship, training or study; administering an organized religion; or promoting religious activities.

8131xx

Religious organizations

This industry group comprises establishments primarily engaged in operating religious organizations for religious worship, training or study; administering an organized religion; or promoting religious activities.

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