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Whitby Downtown Strategy
Case Study
TCI Management Consultants assisted the Town of Whitby to
develop a strategic plan to improve its historic downtown area. For some time
the quality of Downtown Whitby has been declining, both in terms of the nature
and types of retail and service activities, as well as the physical integrity of
the building stock and streetscape. The municipality wishes to stop this
erosion, and indeed turn the situation around by ensuring that the Whitby core
remains vibrant economically, as well as acting functionally as the "heart of
the community".
TCI worked with a steering committee representing a wide
cross-section of expertise within the community. The committee consists of
municipal representatives (both civil servants as well as elected officials),
business persons, and residents. In addition, in four task forces were created
to look at different aspects of the development of the downtown. This included
task forces focused on marketing, business and retail development, land planning
and development, and community safety.
Workplan
Working with the steering committee and task force to
develop the downtown strategy, TCI developed the background information and
assisted the community to make the decisions that underlie the downtown
strategy. This included identifying or reviewing the following:
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Existing and potential target markets
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Image and identity of the downtown and possible future image and
identity
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A marketing strategy including special events and promotions
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Desirable new business, retail and service activities
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Institutional and cultural uses that could be located in downtown
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Visual enhancements and streetscape improvements for the downtown
and leading into the downtown
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Program for a safer environment through design and education
Tasks
To develop the downtown strategy, TCI undertook a number of
activities, including:
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Facilitating a strategic planning information and input session
with the steering committee
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Developing a vision statement with the steering committee
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Setup and facilitated four community-based task forces
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Participated in a Community Assist for an Urban Study Effort
(CAUSE) to develop a visionary physical plan for improving a downtown area
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Interviewed various community organization representatives and
business persons
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Met with special interest groups - business persons, special needs
providers, social services, representatives of the senior's community, insurance
specialists, municipal representatives (planners, fire, building, property
standards) to categorize issues and to look to solutions short and long term
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Discussed with other municipalities/associations as to how they
deal with business recruitment
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A public meeting and input session
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A focus group session with selected individuals representing
various perspectives on the current and future role of the downtown
Study Outcomes
TCI working alongside with the community developed a
strategic plan that showed not only what needs to be done, but how, when and who
should do it. The strategic plan recommended action on several fronts: building
improvements and upgrading, signage, streetscape improvements and
'beautification', marketing, retail recruitment, and new property development.
While the Town of Whitby is expected to take the lead role
in ensuring that the strategy is completed, many different downtown businesses,
landlords, residents, community groups and organizations participated in the
redevelopment.
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