Body: Council Type: Document Meeting: Committee Date: 2019 Collection: Agenda Attachments Municipality: Frontenac County
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Document Text
Report 2019-095 Committee Information Report To:
Chair and Members of the Community Development Advisory Committee
From:
Alison Vandervelde, Community Development Officer
Date of meeting:
September 12, 2019
Re:
Community Development Advisory Committee – Royal Winter Fair’s Spotlight on Local
Recommendation Be it Resolved that the Council of the County of Frontenac authorize staff to enter into a contract with The Royal Winter Fair to participate in the 2019 Spotlight on Local feature. And Further that up to $5,000 from the Community Development Reserve be allocated to offset the costs associated with participating in the Royal Winter Fair’s Spotlight on Local. And Further that staff report back to the Community Development Advisory Committee on the outcomes of event participation Background The Royal Agricultural Winter Fair is the largest combined Agriculture, Equine, Food and Lifestyle event in the world. Since 1922, The Royal has been strongly associated with local food and agriculture – both with competition animals, as well as local small scale producers of food. The show takes place over 10 days every November at Exhibition Place in Toronto. New for 2019, and capitalizing on the continued popularity of local food and beverage, The Royal has created the Spotlight on Local program. This program has offered the twelve Regional Tourism Organizations (RTOs) outside the Greater Toronto Area the opportunity to showcase their local producers and products free of charge. Frontenac staff became aware of the Spotlight on Local in late spring and immediately identified its alignment with the Economic Development Charter for the Frontenacs, specifically the priority theme of Local Food and Beverage. Economic Development staff
communicated the opportunity to food producers in the Frontenac Ambassador Network and received an enthusiastic positive response. Staff pursued a partnership with RTO9 to secure the space, and staff are currently working together on detailed plans to maximize the opportunity. Comment Access to New Markets Participating in The Royal Winter Fair’s Spotlight on Local will provide Frontenac businesses the opportunity for increased exposure to new markets. The show draws a huge audience from all over the world. Approximately 10,000 guests come from outside of Canada, and 60% of the show’s total visitors live beyond 40km. Every year, marketing efforts result in 150 million paid media impressions and 170 million earned media impressions. Annually, $15 million is spent in onsite shopping. Year 2017 2016 2015
Attendance 287,000 282,000 301,000
The Royal is primarily a consumer show, and Frontenac businesses anticipate selling products directly to patrons for personal consumption. These sales will represent a cash-flow injection while also increasing their brand exposure to potential long-term customers. Additionally, some independent retailers use the show to buy new products for their stores, and there is potential to form some new valuable B2B relationships during the show. Frontenac Ambassadors With nearly 170 businesses in the Frontenac Ambassador program, the network has become an exceptional source of feedback and continues to inform much of our project implementation. Frontenac Ambassadors see the Spotlight on Local as an unmissable opportunity. To date, six Frontenac Ambassadors are confirmed to participate: • • • • • •
The Cheesecakery Bakery The Holiday Country Manor (Marty G’s Sensational Pies) Fine Chocolate by Ludwig David & Sons BBQ Sauce Food Less Travelled Bear Root Gardens
Representatives from these businesses will each attend for some portion of the show, sampling and selling their products in the Frontenac exhibition space. They will invest their own resources in preparing product for the show, in staff time at the show, and in the costs of travel and accommodation. These businesses are fully committed to making this opportunity well worth it, and we appreciate the implications of that commitment. We anticipate that as plans are solidified, more Frontenac Ambassadors will take advantage of the opportunity to get involved.
Recommend Report to Community Development Advisory Committee Community Development Advisory Committee – Royal Winter Fair’s Spotlight on Local September 12, 2019
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RTO 9 Collaboration RTO 9 has funds allocated to this project, and valuable relationships with experts in the tradeshow industry that will extend the impact of our combined investment. RTO 9 and Frontenac will share common exhibition space, with slight differentiation to highlight the separate brands. The physical space will be animated in such a way that draws people in to experience an old fashioned general store. Within that store, the producers will have ample opportunity to display, sample, and sell. Frontenac staff and RTO9 staff will work in the space as well, ensuring booth coverage, and ensuring each region is well represented. The animation of the space will set our regions apart from others at the fair, giving our producers the greatest chance to reach a significant audience. That animation will only be successful through pooling of resources. Frontenac Brand Recognition Not only is this an opportunity for Ambassadors to stretch their products into new markets, but it’s also a chance to grow recognition of the Frontenac brand among a new audience. Over the past three years, the Frontenac brand has become well recognized locally and regionally. Successful implementation of the Ambassador network, the merchandise program, the Frontenac Visitor Guide, regional signage, and social media efforts have strengthened the brand’s overall reputation among those who have a vested interest in the area and have become early adopters of the brand. As described in the brand guidelines, this was the primary audience on first launch. Showcasing the Frontenac brand at The Royal represents the next stage of developing the brand. The Spotlight on Local will give us a platform to tell the authentic Frontenac story in a creative way to an external audience. Beyond the food, Frontenac staff and Ambassadors will speak to patrons about our region and what it has to offer as a travel destination, a new place to call home, or to relocate their business. Annual Participation Spotlight on Local is a pilot project for The Royal, and Frontenac County will evaluate whether this event generates the following: • • • •
Direct sales to participating Ambassadors Deals for participating Ambassadors (distribution opportunities) Satisfaction from participating Ambassadors (via survey) Leads generated for Frontenac (New residents, Businesses, Tourism Interest
Staff will report back to the Community Development Advisory Committee on exploring the value of future participation in the Royal’s “Spotlight on Local” and demonstrating the benefits for Frontenac Ambassadors to participate. Strategic Priorities Priority 1.2 - Refine and invest in efforts to accelerate economic development — to grow businesses, attract more visits and expand the tax base.
Recommend Report to Community Development Advisory Committee Community Development Advisory Committee – Royal Winter Fair’s Spotlight on Local September 12, 2019
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Participation in the Spotlight on Local signals a bit of a turning point in the implementation of the Frontenac brand. While efforts to date have mostly been focused on a local, or moderately regional audience, this project targets an external audience. Financial Implications Staff have reallocated resources within the existing Economic Development budget to cover staff costs associated with travel, accommodations and meals for the duration of the event and will not require additional funds for these purposes. It is anticipated that some costs associated with printed material, display design and construction, as well as storage rental will be required to animate the exhibition space appropriately. Some of these costs will be absorbed through existing project budgets, but it is anticipate that up to an additional $5000.00 will be required for execution. Staff propose that the additional budget allocation come from the Community Development reserve. Organizations, Departments and Individuals Consulted and/or Affected Community Development Advisory Committee County Council & Staff Frontenac Ambassadors Frontenac CFDC Regional Tourism Organization 9
Recommend Report to Community Development Advisory Committee Community Development Advisory Committee – Royal Winter Fair’s Spotlight on Local September 12, 2019
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