THE HERITAGE CANADA FOUNDATION

I RESOURCE TEAM REPORT I 1 CORNER BROOK, NEWFOUNDLAND

1 LA FONDATION CANADIENNE POUR LA PROTECTION DU PATRlMOlNE 1

HERITAGE CANADA

ÇORNER BROOK RESOURCE TEAM REPORT

TABLE OF CONTENTS

f X E C U T l V E SUMMARY

1 . INTRODUCTION

1 . 1 B a c k g r o u n d

1 . 2 F o u r - P o i n t M a i n S t r e e t C a n a d a A p p r o a c h

1 . 3 P u r p o s e o f T h i s R e p o r t

1 . 4 R e s o u r c e Team

2 . ConMuNlTY G O A L S

2 . 1 O v e r a l l G o a l s o f C o r n e r B r o o k

2 . 2 G o a l s o f t h e B r o a d w a y A r e a

3 . ISSUES AND P R l O R l T l E S

3 . 1 O r g a n i z a t i o n

3 . 1 . 1 T h e M a i n S t r e e t P r o j e c t 3 . 1 . 2 O t h e r O r g a n i z a t i o n s l n v o l v e d

3 . 1 . 3 S t r e n g t h s a n d U e a k n e s s e s

3 . 1 . 4 I s s u e s a n d P r i o r i t i e s

3 . 2 M a r k e t i n g

3 . 2 . 1 Tra 'de A r e a a n d M a r k e t S h a r e 3 . 2 . 2 P r o m o t i o n a l E f f o r t s o f B r o a d w a y

3 . 2 . 3 S t r e n g t h s a n d U e a k n e s s e s

3 . 2 . 4 I s s u e s a n d P r i o r i t i e s

3 . 3 D e s i g n

3 . 3 . 1 P r i m e A s s e t s

3 . 3 . 2 T h e S t r e e t

3 . 3 . 3 T h e B u i l d i n g s 3 . 3 . 4 S t r e n g t h s a n d U e a k n e s s e s

3 . 3 . 5 I s s u e s a n d P r i o r i t i e s

3 . 4 C o m m e r c i a l a n d E c o n o m i c D e v e l o p m e n t 3 . 1 . 1 C o m m u n i t y E c o n o m i c B a s e

3 . 4 . 2 D o w n t o u n R e a l E s t a t e l n d i c a t o r s

3 . 4 . 3 C u r r e n t R e t a i l a n d S e r v i c e s M i x

3 . 4 . 4 S t r e n g t h s a n d U e a k n e s s e s 3 . 4 . 5 l s s u e s a n d P r i o r i t i e s

4 . ACTION PLAN

4 . 1 R a t i o n a l e f o r P h a s e s

4 . 2 i m m e d i a t e A c t i o n s 4 . 3 S h o r t - T e r m A c t i o n s 4 . 4 M e d i u m - T e r m A c t i o n s

4 . 5 C o n c l u s i o n

EXECUTIVE SUMMARY

The Broadway B u s i n e s s A r e a i s t h e o l d e s t c o m m e r c i a l d i s t r i c t i n W e s t e r n Y e w f o u n d l a n d . As t h e h i s t o r i c r e t a i l c o r e o f C o r n e r B rook , i t h a s t r a d i t i o n a l l y been t h e L o c a t i o n f o r i n d e p e n d e n t m e r c h a n t s and l o n g - t e r m e s t a b l i s h e d b u s i n e s s e s . Up u n t i l t h e 1960s t h e o n l y o t h e r s i g n i f i c a n t c o m m e r c i a l a r e s i n t h e c i t y was West S t r e e t .

From t h e 1960s on, t h e r e has been a p r o l i f e r a t i o n o f s h o p p i n g m a l l s u h i c h h a v e t e n d e d t o s h i f t t h e f o c u s o f r e t a i l e x p e n d i t u r e f r o m Broadway. S i n c e t h e n , a n d e s p e c i a l l y d u r i n g t h e 60s o r 70s t h e Broaduay , a r e a d e c l i n e d .

S e v e r a l g r o u p s i n t h e commun i ty a r e c o n c e r n e d a b o u t downtown r e v i t a l i z a t i o n a n d u i s h t o i n c r e a s e t h e amount o f b u s i n e s s done on Broaduay . The Y B r o a d u a y P r o j e c t " . an r n i t i a t i v e o f t h e R e t a i l Commi t tee o f t h e Chamber o f Commerce, u a s f o r m e d r e c e n t l y t o b r i n g t h e M a i n S t r e e t Programme o f H e r i t a g e Canada t o C o r n e r B rook , and s p e c i f i c a l l y i n t o t h e B r o a d u a y a r e s . I n September o f 1987, t h e M a i n S t r e e t P r o j e c t was begun.

On A p r i l 24 t o 27, 1988, a H e r i t a g e Canada R e s o u r c e Team v i s i t e d C o r n e r B r o o k . The p u r p o s e o f t h i s Resource Team v i s i t vas t o i d e n t i f y and a s s e s s a l 1 i s s u e s f a c i n g t h e downtoun, p l a c e them i n o r d e r o f p r i o r i t y , a n d p r e p a r e a p l a n o f a c t i o n t o g u i d e t h e M a i n S t r e e t C o o r d i n a t o r and programme o v e r t h e n e x t 2 1 / 2 y e a r s . The Resource Team uns c o m p r i s e d o f b o t h C o r n e r B r o o k r e s i d e n t s and e x t e r n a l r e s o u r c e p e o p l e , i n o r d e r t o b l e n d i n t i m a t e knowledge o f t h e commun i ty w i t h e x t e r n a l o b j e c t i v i t y .

M A I N S T R E E T PROGRAMME A P P R O A C H

The M a i n S t r e e t Programme s u p p l i e s a s s i s t a n c e t o c o m m u n i t i e s t h a t have made a s t r o n g commitment t o m a i n t a i n i n g and i m p r o v i n g t h e p h y s i c a l c h a r a c t e r , f i n a n c i a l v i a b i l i t y and v i t a l i t y o f t h e i r d o u n t o u n s .

The M a i n S t r e e t Programme's approach t o downtoun r e v i t a l i z a t i o n i n f o u n d e d on t u o m a i n p r i n c i p l e s . F i r l t , t h e m o t i v a t i o n , e n e r g y and commitment t h a t a r e n e c e s s a r y f o r s u c c e s s f u l r e v i t a l i z a t i o n must come f r o m within t h e commun i ty . O u t s i d e p e o p l e - - c o n s u l t a n t s , d e v e l o p e r s , s e n i o r government o f f i c i a l s . f o u n d a t i o n s - - c a n p r o v i d e v a l u a b l e a s s i s t a n c e o r f u n d s , b u t downtoun r e v i t a l i z a t i o n o n l y works when t h e c o m m u n i t y ' s m e r c h a n t s , p r o p e r t y owners, r e s i d e n t s and m u n i c i p a l government a r e c o m m i t t e d t o m a k i n g downtown s u c c e s s f u l .

Second, m a k i n g downtoun s u c c e s s f u l r e q u i r e s emphas is on f o u r e l e m e n t s :

1. a s t r o n g o r q a n i z a t i o n t h a t manages t h e downtoun r e v i t a l i z a t i o n e f f o r t s .

2 . a m a r k e t i n g p l a n t h a t draws p e o p l e t o downtown.

3. an a t t r a c t i v e , i n t e r e s t i n s , f u n c t i o n i l p h y s i c a l e n v i r o n n e n t .

4 . an economic deve loDment ~ L a n t h a t mims t o a t t r a c t i n v e s t m e n t , n e u d e v e l o p m e n t and employment t o t h e u h o l e c o m n u n i t y a n d t o d o u n t o u n .

The R e s o u r c e Team i d e n t i f i e d o v e r 5 0 i s s u e s a n d o p p o r t u n i t i e s f o r t h e Broadway a r e a , encompass ing a l 1 o f t h e s e f o u r a r e a s o f emphas is o f t h e M a i n S t r e e t programme. These i s s u e s were, i n t u r n , c o n s o l i d a t e d i n t o a t h r e e - p h a s e p l a n o f a c t i o n .

A R e s o u r c e Team c o m p r i s e d o f l o c a l p e o p l e and o u t s i d e a d v i s o r s u a s a s s e n b l e d t o p r e p a r e t h i s "agenda f o r a c t i o n " f o r t h e M a i n S t r e e t C o o r d i n a t o r . The members o f t h e Resource Team i n C o r n e r B r o o k were:

l n d i v i d u a l A f f i l i a t i o n R e s o u r c e Team R o l e

Ed C u r r a n M a i n S t r e e t C o o r d i n a t o r C i t y o f C o r n e r B r o o k

Team C a p t s i n

P s t G r i f f e n C i t y C o u n c i l l o r C i t y R e p r e s e n t a t i v e

L O U A l t e e n Broadway B u s i n e s s A s s o c i a t i o n B u s i n e s s R e p r e s e n t a t i v e

( B B A )

M i k e B u r n s C h i e f R e g i o n a l P l a n n e r (Wes t ) R e s o u r c e P e r s o n

Tom H o r r o c k s H e r i t a g e Canada, A t l a n t i c R e g i o n O f f i c e

R e s o u r c e P e r s o n

P e t e r Hyndrnen M a i n S t r e e t Canada, R e s o u r c e P e r s o n O t t a w a

Herb S t o v e l l n d e p e n d e n t C o n s u l t a n t C o n s u l t a n t ( D e s i g n )

J o n L i n t o n Woods Gordon, Management C o n s u l t a n t s

c o n s u l t a n t ( B u s i n e s s )

fUMWARY O F RECOMMENDATIOWS

A f t e r i d e n t i f y i n g and r a n k i n g t h e v a r i o u s i s s u e s and o p p o r t u n i t i e s f a c i n g Broadway, t h e Resource Tean d i s c u s s e d p o t e n t i a l a c t i o n s t h a t t h e M a i n S t r e e t C o o r d i n a t o r and o t h e r c o n m u n i t y g r o u p s and o r g a n i z a t i o n s c o u l d u n d e r t a k e i n o r d e r t o h e l p d e v e l o p s o l u t i o n s . T h i s r e p o r t i d e n t i f i e s a t h r e e - p h a s e d a c t i o n p l a n , encompass ing t h e f o t l o w i n g t i m e p e r i o d s :

' I n m e d i a t e ' - f r o m t h e p r e s e n t t i m e u n t i l t h e f a l l o f 1988 ' S h o r t Term' - f r o m t h e f a L i o f 1988 t o t h e s p r i n g o f 1989 'Medium Term' - f r om t h e s p r i n g o f 1989 t o t h e s p r i n g o f 1990

The L o g i c o f t h i s t h r e e - p h a s e d app roach i s as f o l l o w s . R e c o g n l z i n g t h e c r i t i c a l need t o d e v e l o p e n t h u s i a s m and i n t e r e s t among t h e b u s i n e s s e s u i t h i n t h e M a i n S t r e e t a rea , t h e " i m m e d i a t e ' a c t i o n s a r e l a r g e l y d e v o t e d t o show ing d e m o n s t r a b l e p r o g r e s s and r e - i n i t i a t i n g commun i ca t i ons w l t h B roadway -a rea b u s i n e s s e s . The immed ia te o b j e c t i v e h e r e i s t o show t h e b u s i n e s s commun i ty t h a t t h e programme i s a c h i e v i n g r e s u l t s . ( T h i s o f cou rse .

i s n o t t o say t h a t n o t h i n g has been a c h i e v e d s i n c e September 1 9 8 7 , uhen t h e Ma in S t r e e t p r o j e c t came t o Co rne r Brook . A t remendous amount has i n d e e d been a c c o m p l i s h e d i n t e r m s o f g a i n i n g an a p p r e c i a t i o n o f t h e commun i ty and b r i n g i n g key g roups and o r g a n i z a t i o n s "on boa rd " . The p rob lem, t hough , i s t h a t most o f t h i s " b e h i n d t h e s c e n e s ' work has been i n v i s i b l e t o t h e t y p i c a l b u s i n e s s p e r s o n uho i s n o t a c t i v e l y aua re o f t h e i n i t i a t i v e s o f t h e BBA, o r t o t h e c a s u a l shopper i n t h e a r e s . )

A f t e r a g r e a t e r u n d e r s t a n d i n g o f t h e M a i n S t r e e t programme has been f o s t e r e d , and v i s i b l e s i g n s o f u p g r a d i n g a r e a p p a r e n t on Broadway. t h e s t r a t e g y p roposed wou ld move i n t o t h e ' s h o r t t e r m e phase, o c c u p y i n g e s s e n t i a l l y t h e p e r i o d f a I l t o t h e s p r i n g of 1 9 8 9 . ne re , t h e m a j o r f o c u s i s

upon i m p r o v i n g and s t r e n g t h e n i n g r e l a t i o n s w i t h t h e C i t y and u i t h o t h e r g r o u p s and o r g a n i z a t i o n s .

- F i n a l l y , t h e med ium- te rm wou ld be d e v o t e d t o p u r s u i n g new d i r e c t i o n s t h a t wou ld b e n e f i t t h e Broadway a rea , such as a r e c r u i t m e n t , p l a n t o encou rage new t y p e s o f a c t i v i t i e s i n t h e a r e s . The r e a s o n f o r n o t e n g a g i n g i n

- r e c r u i - t m e n t a c t i v i t i e s e a r l i e r , i n o u r v iew, i s t h a t t h e r e w i l l be a f a r g r e a t e r chance o f success if some o f t h e o t h e r b a s i c b u i l d i n g b l o c k s a r e p u t i n p l a c e ( l i k e p h y s i c a l u p g r a d i n g , image deve lopment , e t c . ) p r i o r t o r e c r u i t m e n t . T h e r e f o r e i t i s more e f f i c i e n t t o h o l d o f f on r e c r u i t m e n t

- e f f o r t s u n t i l such f i m e as some o f t h e s e i n i t i a l a c t i v i t i e s a r e accomp l i shed ;

t h i s w i l l max im i ze t h e chances f o r success .

- i v -

The c h a r t b e l o u o u t l i n e s t h e h i g h l i g h t s o f t h i s a c t i o n p l a n .

Phase a n d l i m e Frame H i g h l i g h t s

A. i m m e d i a t e (now, u n t i l 1. u n d e r t a k e 1 8 1 - M a i n S t r e e t c o m m u n i c a t i o n s f a I I , 1 9 8 8 ) p r o g r a m

2. r e o r g a n i z e 8 8 1 and B o a r d s t r u c t u r e 3. e n s u r e v i s i b l e i m p r o v e m e n t s t o p r i v a t e

p r o p e r t i e s 4 . e n c o u r a g e v i s i b l e i m p r o v e m e n t s t o p u b l i c

a r e a s 5 . i n i t i a t e r e s e a r c h a n d o n - p o i n g

m o n i t o r i n g o f r e s u l t s

B . s h o r t - t e r m < f a I l 1988 t o 1. d e v e l o p a d - h o c c o m m i t t e e s t o a d d r e s s s p r i n g 1 9 8 9 ) s p e c i f i c i s s u e s

2 . e n c o u r a g e C i t y t o u n d e r t a k e r e v i e w o f p a r k i n g

3. e n c o u r a g e C i t y t o u n d e r t a k e s t u d y o f s t r e e t s c a p e , p e d e s t r i a n e n v i r o n m e n t

4 . p r o m o t e Broadway more a g g r e s s i v e l y 5 . expand s e r v i c e s t o BBA members

C . m e d i u m - t e r m ( s p r i n g 1989 1. u n d e r t a k e r e c r u i t m e n t p r o g r a m t o s p r i n g 1990) 2 . e v a l u a t e b e n e f i t s o f B IA ( i f L e g i s l a t i o n

i n p l a c e ) 3 . d e v e l o p p l a n t o t a p t o u r ï s m m a r k e t s 4 . r e - e v a l u a t e p o t e n t i a l f o r m a j o r

d e v e l o p m e n t

CONCLUSION C o r n e r B r o o k i s a commun i t y u i t h s i g n i f i c a n t a s s e t s f a c i n g

s i g n i f i c a n t c h a l l e n g e s . The k e y s t r a t e g i c a c t i o n s c o n t a i n e d i n t h e p l a n o u t l i n e d above w i l l h e l p Channe l t h e i n t e r e s t and e n t h u s i a s m f o r d e v e l o p m e n t on Broadway t h a t t h e R e s o u r c e Team d i s c e r n e d i n i t s i n t e r v i e w s , i n t o c o n c r e t e

a n d e f f e c t i v e a c t i o n . I t i s e v i d e n t t h a t t h e r e e x i s t s a s t r o n g d e s i r e t o s u i c e e d w i t h i n t h e C i t y and t h a t many o f t h e r e q u i r e d s k i l l s a r e a v a i l a b l e f r o m u i t h i n . As w e l l t h o u g h , o u t s i d e h e l p f r o m t h e C i t y as w e l l as t o some e x t e n t e x p e r t i s e f r o m e l s e w h e r e , w i l l be c r i t i c a l t o t h e s u c c e s s o f t h e p l a n o u t l i n e d h e r e .

S i n c e t h e e s t a b l i s h m e n t o f t h e M a i n S t r e e t programme, B roadway a p p e a r s t o b e h e a d i n g i n a n u p w a r d d i r e c t i o n . The R e s o u r c e Team i s c o n f i d e n t t h a t t h i s c o u r s e can be a c c e l e r a t e d t h r o u g h t h e i m p l e m e n t a t i o n o f t h i s p l a n o f a c t i o n .

1. INTRODUCTION

1 . BACKGROUND

The Co rne r B rook and Bay o f I s l a n d s a r e a r a s f l r s t i n h a b i t s d b y

t h e Beo thuck l n d i a n s who L i v e d i n t h e a r e a 9,000 y e a r s ago. These n a t i v e s

became e x t i n c t i n t h e e a r l y 1 9 t h c e n t u r y a f t e r t h e appea rance o f w h i t e men.

I n t h e p e r i o d 1763 t o 1767, C a p t a i n James Cook s u r v e y e d t h e a r e a and named

many o f t h e l andmarks s u r r o u n d i n g Co rne r B rook i n c l u d i n g t h e Humber R i v e r . He

e s t a b l i s h e d s e v e r a l s m a l l S e t t l e m e n t s t h r o u g h o u t t h e Bay o f I s l a n d s a rea . I n

t h e m i d d l e o f t h e 1 9 t h c e n t u r y t h e deve lopmen t o f h e r r i n g and l o b s t e r

f i s h e r i e s s t i m u l a t e d t h e g r o w t h o f s e v e r a l s m a l l commun i t i e s on t h e Humber

A r m . By 1871 t h e r e were a p p r o x i m a t e l y 200 f a m i l i e s l i v i n g i n t h e a r e a

dependant upon f i s h i n s .

Touards t h e end o f t h e 1 9 t h c e n t u r y t h e r a i l u a y r eached C u r l i n g

and p r o v i d e d t h e impe tus f o r i t t o become t h e I a r g e s t s e t t l e m e n t i n t h e a r e s .

A t t h a t t i m e t h e Bay o f I s l a n d s was a t t r a c t i n g a Large number o f Amer i can

f i s h e r i e s u h i c h s t i m u l a t e d t h e g r o w t h o f t h e C u r l i n g a r e a even f u r t h e r .

I n 1923 a p u l p and paper m i I l was c o n s t r u c t e d a t Co rne r B rook .

A t t h e same t i m e , a new t o u n a r e a (now c a l l e d T o w n s i t e ) was l a i d o u t s o u t h e a s t

o f t h e m i l 1 as a r e s i d e n t i a l a r e a f o r m i l 1 u o r k e r s . A t t h i s p o i n t i n i t s

h i s t o r y C o r n e r Brook was n o t a b l e f o r t u o r easons : 1 ) t h e p u l p m i l 1 was t h e

I a r g e s t o f i t s k i n d i n t h e w o r l d and 2 ) t h e T o w n s i t e a r e a uas v e r y w e l l

p l a n n e d w i t h a s u p e r b s t a n d a r d o f h o u s i n g . I n t h e e a r l y 1940s ama lpama t i on o f

G a r i o u s m u n i c i p a l i t i e s a round t h e head o f t h e Bay o f I s l a n d s o c c u r r e d and

C o r n e r B rook was fo rmed. The c i t y was f o r m a l l y i n c o r p o r a t e d i n 1956.

Today C o r n e r B r o o k i s a r e a s o n a b l y w e l l d i v e r s i f i e d c e n t r e . I n

a d d i t i o n t o t h e p u l p and p a p e r m i l 1 (now o p e r a t e d b y t h e K r u g e r Company) t h e

c i t y a c t s as t h e d i s t r i b u t i o n c e n t r e f o r m o s t o f W e s t e r n N e w f o u n d l a n d . A l s o ,

i t 1s a p r o v i n c i a l g o v e r n m e n t c e n t r e a n d p r o v i d e s a v i d e v a r i e t y o f s e r v i c e s

t o t h e w e s t e r n p a r t o f t h e p r o v i n c e , i n c l u d i n g t h e r e g i o n a l h o s p i t a l a n d

v o c a t i o n a l s c h o o l . I n essence , C o r n e r B r o o k h a s b e c o n e t h e w e s t c o a s t c a p i t a t

o f t h e P r o v i n c e o f Y e w f o u n d l a n d a n d L a b r a d o r .

The Broadway B u s i n e s s A r e a i s t h e o l d e s t c o m m e r c i a l d i s t r i c t i n

W e s t e r n N e w f o u n d l a n d . As t h e h i s t o r i e r e t a i l c o r e o f C o r n e r B rook , i t k a s

t r a d i t i o n a l l y been t h e l o c a t i o n f o r i n d e p e n d e n t m e r c h a n t s and I o n s - t e r m

- e s t a b l i s h e d b u s i n e s s e s . Up u n t i l t h e 1960s t h e o n l y o t h e r s i g n i f i c a n t

c o m m e r c i a l a r e a i n t h e c i t y uas West S t r e e t . --

From t h e 1960s on, t h e r e has b e e n a p r o l i f e r a t i o n o f s h o p p i n g

- m a l 1 8 w h i c h have t e n d e d t o s h i f t t h e f o c u s o f r e t a i l e x p e n d i t u r e f r o m

Broadway. F i r s t t h e W i l l b r o o k W a l l ( w h i c h opened i n 1966) . n o t t o o f a r f r o m

- Broadway i t s e l f , was d e v e l o p e d . T h i s uas f o l l o w e d b y a s e c o n d s h o p p i n g m a l 1

l o c a t e d o u t on t h e T r a n s Canada Highway, some d i s t a n c e f r o m t h e downtown ( t h e

- C o r n e r B r o o k P l a z a - opened i n 1973) . F i n a l l y , i n 1981 t h e V a l l e y M a I l ,

s i t u a t e d b e t w e e n Broadway and t h e W i l l b r o o k W a l l , was opened. D e s p i t e t h e - f a c t t h a t t h e s e m a l l s d o s h i f t r e t a i l e x p e n d i t u r e away f r o m t h e Broadway a r e a ,

t h e r e i s some r e c o g n i t i o n t h a t t h e M i l l b r o o k and V a l l e y M a l l s a r e n o t a t o t a l

d e t r i m e n t t o Broadway i n t h a t t h e y do e n c o u r a g e p e o p l e t o come i n t o t h e

g e n e r a l a r e a . T h e r e i s some p e r c e p t i o n t h a t t h e r e i s s p i l l o v e r b e t w e e n t h e s e

m a l l s a n d t h e Broadway a r e a , i n t h e s e n s e t h a t s h o p p e r s a t t h e m a l l s do make

t r i p s o v e r t o Broadwey s t o r e s o n t h e i r s h o p p i n g e x p e d i t i o n s .

J . 2 FOUR.POIYT M A I N STREET C A N A D A APPROACH

The ' M a i n S t r e e t ' p rogramme o p e r a t e s b y h a v i n g a r e s i d e n t ' M a i n

S t r e e t C o o r d i n a t o r ' who a c t s as a c a t a l y s t a n d r e e o u r c e p e r s o n , and becomes

i n v o l v e d i n a w i d e v a r i e t y o f i s s u e s p e r t a i n i n o t o economic r e v i t a l i z a t i o n and

a r c h i t e c t u r a l r e h a b i l i t a t i o n i n t h e downtown a r e a . T h e r e a r e f o u r k e y

' t h r U S t 6 ' t o t h e M a i n S t r e e t a p p r o a c h i n any commun i t y :

1. O r a a n i z a t i o n - The i n s t i l l i n g o f a c o o p e r a t l v e e f f o r t b e t w e e n t h e d i f f e r e n t f o r c e s a c t i n g o n t h e doun town.

2. M a r k e t i n % - The s t r a t e g i e s t o " s e l l * downtown as a c o m m e r c i a l a r e a .

3 . - The p h y s i c a l improvement o f downtown i n c l u d i n g b u i l d i n g a n d f a c a d e r e n o v a t l o n s , s t r e e t b e a u f i f i c a t i o n , a n d s i g n a g e .

4 . Commerc ia l and Economic Deve looment - The encouragement o f n e u a n d a d d i t i o n a l c o m m e r c i a l a c t i v i t i e s i n t h e downtown a r e a , m a k i n g u s e where a p p r o p r i a t e o f government programmes, Land d e v e l o p m e n t schemes, r e t a i l r e c r u i t m e n t a p p r o a c h e s , e t c .

The a p p r o a c h t o w a r d s each o f t h e s e c r i t i c a l componen ts , as w e l l

as t h e r e l a t i v e w e i g h t o f each i n t e r m s o f t h e t i m e and e f f o r t s o f t h e M a i n

S t r e e t C o o r d i n a t o r , u i l l V a r y f r o m commun i t y t o commun i t y , d e p e n d i n g u p o n i f s

p e n e r a l s i t u a t i o n a n d t h e s p e c i f i c i s s u e s i t f a c e s . The componen ts . h o u e v e r ,

a c t i n u n i s o n . w i t h o u t o v e r - e m p h a s i s i n one a r e 8 a t t h e expense o f t h e o t h e r s .

I n C o r n e r B r o o k , t h e programme i s o f f e r e d t h r o u g h t h e "B roadway

P r o j e c t n , a n i n i t i a t i v e o f t h e R e t a i l Commi t tee o f t h e Chamber o f Commerce.

1.3 PURPOSE O F T H I S REPORT

The M a i n S t r e e t C o o r d i n a t o r h a s b e e n w o r k i n g i n C o r n e r B r o o k

s i n c e S e p t e n b e r 1987. T h i s has a l l o w e d s u f f i c i e n t t i m e f o r h i m t o e s t a b l i s h

c o n t a c t s , i d e n t i f y t h e k e y i s s u e s i n v o l v e d , a n d d e v e l o p a s e n s e o f u h a t needs

t o b e done. The p u r p o s e o f a R e s o u r c e Team assessment a t t h i s p o i n t i n t h e

t h r e e - y e a r M a i n S t r e e t Programme i s f o u r f o l d :

1. t o h e l p t h e commun i ty r e f i n e and a r t i c u l a t e i t s g o a l s ;

2. t o i d e n t i f y i s s u e s and p r i o r i t i e s f a c i n g t h e communi ty ;

5 . t o p r o v i d e a c o m p i l a t i o n o f b a s i c b a c k g r o u n d d a t a ; a n d

4 t o d e v e l o p a f r a m e u o r k f o r an a c t i o n p l a n .

The r e p o r t r e s u l t i n g f r o m t h i s p r o c e s s v i l 1 be u s e d b y t h e M a i n

S t r e e t C o o r d i n a t o r ( a n d o t h e r commun i ty g r o u p s ) i n r e s p o n d i n g t o t h e s e i s s u e s

o v e r t h e coming t u o y e a r s o f t h e programme, a n d q u i t e p o s s i b l y beyond .

1 . 4 RESOURCE T E A M

A R e s o u r c e Team i s c o m p r i s e d o f t h e M a i n S t r e e t C o o r d i n a t o r ,

l o c a l r e p r e s e n t a t i v e s ( t y p i c a l l y members o f t h e b u s i n e s s and p o l i t i c a l

i n t e r e s t s i n t h e commun i ty ) , r e p r e s e n t a t i v e s o f i i e r i t a g e Canada, an e x t e r n a l

d e s i g n c o n s u l t a n t ( g e n e r a l l y an a r c h i t e c t ) , and an e x t e r n a l b u s i n e s s

c o n s u l t a n t , uho c o o r d i n a t e s t h e i n p u t f r o m t h e v a r i o u s Team Wembers and a u t h o r

t h e r e p o r t . The r a t i o n a l e f o r t h i s a p p r o a c h i s t o comb ine o b j e c t i v e a d v i c e

u i t h i n - d e p t h f a m i l i a r i t y o f t h e c o m m u n i t y ' s p r o b l e m s and c p p o r t u n i t i e s .

The nembers o f t h e R e s o u r c e Tean i n C o r n e r B r o o k were as f o l l o w s :

J n d i v i d u a l A f f i l i a t i o n R e s o u r c e Team R o l e

Ed C u r r a n M a i n S t r e e t C o o r d i n a t o r C i t y o f C o r n e r B r o o k

P a t O r i f f e n C i t y C o u n c i i l o r C i t y R e p r e s e n t a t i v e

LOU A l t e e n Broadway B u s i n e s s A s s o c i i t i o n B u s i n e s s R e p r e s e n t a t i v e

i i i k e B u r n s C h i e f R e g i o n a l P l a n n e r (Wes t ) R e s o u r c e P e r s o n

Tom H o r r o c k s H e r i t a g e Canada, A t l a n t i c R e g i o n O f f i c e

P e t e r Hyndman M a i n S t r e e t Canada. O t t a w a

H e r b S t o v e l I n d e p e n d e n t C o n s u l t a n t

J o n L i n t o n Uoods Gordon, Management C o n s u l t a n t s

R e s o u r c e P e r r o n

R e s o u r c e P e r s o n

C o n s u l t a n t ( D e s i g n )

C o n s u l t a n t ( B u s i n e s s )

The R e s o u r c e Team v i s i t e d C o r n e r B r o o k o n A p r i l 4 t o 7, 1988.

D u r i n g t h i s t i m e , a number o f a c t i v i t i e s were h e l d , i n c l u d i n g :

- e x t e n s i v e i n t e r v i e w s u i t h a number o f c o m m u n i t y r e p r e s e n t ' a t i v e s ;

- a " f o c u s g r o u p ' s e s s i o n w i t h k e y b u s i n e s s owners a n d o p e r a t o r s , and c o m m u n i t y r e p r e s e n t a t i v e s ;

- r e v i e w o f r e l e v a n t b a c k g r o u n d m a t e r i a l s ;

- a r e c e p t i o n ( h o s t e d b y H e r i t a g e Canada) f o r p a r t i c i p a n t s i n t h e p r o c e s s ;

- a n open house, t o w h i c h members o f t h e p u b l i c were i n v i t e d ; a n d

- a " b r a i n s t o r m i n g ' and p r i o r i t y s e t t i n g s e s s i o n .

T h i s r e p o r t documents t h e i s s u e s and p r i o r i t i e s t h a t were

r i i s e d , a n d s u g g e s t s an a c t i o n p l a n t o r e s p o n d t o t h e s e . N o t e t h a t w h i l e i t

u a s t h e r e s n o n s i b i l i t v o f t h e B u s i n e s s C o n s u l t a n t t o D r e D a r e th i .s R e D o r t . t h e

v a r i o u s d i r e c t i o n s and r e c o m m e n d a t i o n s t h a t i t c o n t a i n s r e D r e s e n t t h e

ç o n s e n s u s o f t h e R e s o u r c e Team.

2. COMMUWITY GOALS

2 . 1 OVERALL GOALS OF CORNER BROOK

Forma1 g o a l s f o r t h e C i t y o f B o r n e r B r o o k a r e e n u n c i a t e d i n t h e

M u n i c i p a l P l a n ( 1 9 8 4 ) as f o l l o u s :

Çommun i t v S t r u c t u r e - To d i r e c t t h e f u t u r e d e v e l o p m e n t o f t h e C i t y s o as t o a c h i e v e t h e common u e l l b e i n g o f t h e Communi ty a n d t o p r o v i d e f o r i t s a n t i c i p a t e d f u t u r e g r o w t h .

R e s i d e n t i a l - 10 p r o v i d e a v a r i e t y a n d c h o i c e i n l i v i n g accommodat ions and l o c a l t t y f o r t h e p r e s e n t and f u t u r e r e s i d e n t s o f t h e P l a n n i n g Area .

H e r i t a g e C o n s e r v a t i o n . To p r o t e c t and enhance t h e h i s t o r i c a n d

a r c h i t e c t u r a l r e s o u r c e s o f t h e P l a n n i n g Area .

Economic G r o u t h - 10 e n c o u r a g e and p r o m o t e t h e d i v e r s i f i c a t i o n and e x p a n s i o n o f t h e economic base o f t h e C i t y and t h e R e g i o n so as t o u t i l i z e f u l l y t h e human and n a t u r a l r e s o u r c e s o f t h e C i t y and t h e R e g i o n .

wote - o b j e c t i v e iii u n d e r t h i s g o a l r e n d s :

"10 i m p r o v e and s t r e n g t h e n t h e a m e n i t i e s and a t t r a c t i v e n e s s o f t h e e x i s t i n g c o m m e r c i a l d i s t r i c t s and t o enhance t h e v i t a l i t y

and v i a b i l i t y o f t h e t r a d i t i o n a l d o u n t o u n c o r e b y s u p p o r t i n g i f s r o l e as t h e p r i m a r y c o m m e r c i a l a r e a u i t h i n t h e R e g i o n . "

Communi tv S e r v i c e - To e n s u r e a n a d e q u a t e l e v e l o f commun i t y s e r v i c e s w h i c h w i l l meet t h e s o c i a l , e d u c a t i o n a l , c u l t u r a l . and r e l i g i o u s needs o f t h e P l a n n i n g A r e a .

R e c r e a t i o n - To p r o v i d e a n a d e q u a t e open s p a c e e n v i r o n n e n t u h i c h a s s u r e s r e s i d e n t s o f t h e C i t y a n d R e g i o n t h e u i d e s t p o s s i b l e r a n g e o f r e c r e a t i o n a l o p p o r t u n i t i e s f o r t h e i r L e i s u r e t i m e e n j o y m e n t a n d s a t i s f a c t i o n .

p n v i r o n m e n t - To p r o t e c t a n d enhance t h e q u a l i t y o f t h e n a t u r a l a n d u r b a n e n v i r o n n e n t f o r p r e s e n t a n d f u t u r e g e n e r a t i o n s t o e n j o y .

T r a n s o o r t a t i o n - To p r o v i d e a s a f e a n d e f f i c i e n t t r a n s p o r t a t i o n i n f r a s t r u c t u r e u h i c h e n s u r e m o b i l i t y a n d a c c e s s i b i l i t y t h r o u g h o u t t h e P l a n n i n g A r e a and l i n k s a r e a s o f d i f f e r e n t Land u s e s .

WOte - o b j e c t i v e ii u n d e r t h e g o a l r e a d s :

-10 e n s u r e t h a t t h e i n t e r e s t s o f p e d c s t r i i n s a n d c y c l i s t s a r e f u l l y c o n s i d e r e d and t h a t g r e a t c r e f f o r t s a r c made t o accommodate them, p a r t i c u l a r l y i n t h e downtown a rea . "

M u n i c i ~ a l S e r v i c e s - To p r o v i d e a d e q u a t e and e f f i c i e n t d e l i v e r y s y s t e m s f o r u a t e r s u p p l y , sewage d i s p o s a l , and o t h e r e s s e n t i a l s e r v i c e s .

A d m i n i s t r a t i v e a n d F i n a n c i a l . To e s t a b l i s h a n e f f e c t i v e a d m i n i s t r a t i v e and f i n a n c i a l f r a m c w o r k b y w h i c h t o p r o p e r l y p r o m o t e a n d c o n t r o l t h e f u t u r e g r o u t h o f t h e C i t y .

I n a d d i t i o n t o t h e s e , o u r discussions a t t h e p o l i t i s a i and

a d m i n i s t r a t i v e l e v e l s r e v e a l e d t h e f o l l o w i n g p r i o r i t i c s :

1 ) To S t a b i l i z e and D i v e r s i f v t h e Economv

I n i t s p a s t , C o r n e r B r o o k h a s been h a r d h i t b y c l o s u r e s a n d l a y o f f s n t t h e p u l p m i l l , w h i c h was t h e m a j o r e m p l o y e r i n t h e a r e a . These f l u c t u a t i o n s h a v e h a d n e g a t i v e i m p a c t s o n t h e C i t y , as u l t i m a t e l y , mos t b u s i n e s s a c t i v i t i e s depended u p o n t h e m i I l emp loyees f o r t h e i r l i v e l i h o o d . N O M , however , t h e economic b a s e o f t h e c o m m u n i t y i s more d i v e r s i f i e d . The m i l l i s s t i l l e x t r e m e l y i m p o r t a n t t o t h e v i t a l i t y o f t h e C i t y b u t i t i s no l o n g e r t h e m a j o r e m p l o y e r ( t h e h o s p i t a l 1 s ) . The C i t y i s a m a j o r d i s t r i b u t i o n a n d s e r v i c e c e n t r e f o r V e s t e r n N e w f o u n d l a n d . T h i s p o s i t i v e d i r e c t i o n i s one t h a t t h e C i t y w i s h e s t o m a i n t a i n and f u r t h e r e n c o u r a g e i n t h e f u t u r e . P a r t i c u l a r d i r e c t i o n s o f economic e x p a n s i o n f o r e s e e n a r e :

- s h i ~ ~ i n g - w i t h t h e d e r e g u l a t i o n o f t h e s h i p p i n g i n d u s t r y , t h e P o r t a r e a o f C o r n e r B r o o k i s " c o m i n g i n t o i t s oun" . I n c r e a s i n g use o f t h e p o r t ( s t i m u l a t e d b y h i r b o u r i m p r o v e m e n t s ) , a s w e l l as i t s b e i n g a s e c o n d p o r t - o f - e n t r y f o r t h e p r o v i n c e , v i l 1 b r i n g a d d i t i o n a l economic b e n e f i t s t o t h e C i t y ;

- e d u c a t i o n - t h e r e l o c e t i o n o f t h e F o r e s t R e s e a r c h C e n t r e f r o m S t . J o h n ' s w i l l p r o v i d e a d d i t i o n a l c d u c a t i o n and r e s e a r c h o p p o r t u n i t i c s i n t h e C i t y . A l s o , t h e F i n e A r t s s c h o o l , a s s o c i a t e d w i t h S i r U i l f r e d G r e n f e l l C o l i e g e , w i l l b e o p e n i n g i n September ; and

- t o u r i s m - t h e r e i s c o n s i d e r a b l e p o t e n t i e l f o r C o r n e r B r o o k t o g a i n a L a r g e r s h a r e o f t h e t o u r i s m m a r k e t and t h u s g a i n c o n s i d e r a b l e economic b e n e f i t . The d e v e l o p m e n t o f M a r b i e i i o u n t a i n as a y e a r - r o u n d d e s t i n a t i o n a r e a w i l l u n d o u b t e d l y b r i n g c o n s i d e r a b l e numbers o f t o u r i s t s t o t h e a r e a . The p r o m o t i o n o f Gros Morne N a t i o n a l P a r k w i l l a l s o enhance t h e i r e a f r o m t h e

p e r s p e c t i v e o f p o t e n t i a l t o u r i s t s . To S u p p o r t t h i s i n c r e a s e i n t o u r i s m , c o n s i d e r a b i e e x p a n s i o n t o t h e b a s e o f accommodat ion i n t h e C i t y i s b e i n g p l a n n e d .

2 ) 10 C o n t i n u e t o P r o v i d e n i o h Q u a l i t v s e r v i c e s t o l e s i d e n t s

L i k e a n y commun l t y , t h e C i t y o f C o r n e r B r o o k w a n t s t o e n s u r e t h e p r o v i s i o n o f h i p h - q u a l i t y s e r v i c e s t o i t s c i t i z e n s a n d r e s i d e n t

b u s i n e s s e s . I n a d d i t i o n t o t h e o n - s o i n s s e r v i c e s p r o v i d e d t s u c h as t h o s e o f f e r e d b y t h e P a r k a a n d R e c r e a t i o n ) t h e r e a r e a number o f s p e c i f i c p r o j e c t r e i t h e r p r o p o s e d o r i n t h e a c t i v e p l a n n i n g s t i p e s t h a t u i l l enhance t h e q u a i i t y o f i i f e i n t h e C i t y . A s a m p i e L i s t o f t h e s e i n c l u d e s t h e f o l i o w i n g :

- p a r t i c i p a t i o n i n n e r i t a s e Canada 's M a i n S t r e e t programme,

- i o b b y i n g e f f o r t s t o b r i n s t h e Canada Cames ( e i t h e r Sumner o r u i n t e r ) t o t h e C i t y ;

- t h e p o s s i b l e d e v e i o p m e n t o f a n e u C i v i c C e n t r e c o m p l e x , a d j o i n i n p t h e YRec P l e x " ;

- ( s h o u i d t h e r e i o c a t i o n o f t h e m u n i c i p a l o f f i c e o c c u r ) p o s s i b l e d e v e l o p m e n t o f t h e c u r r e n t C i t y H a i i ( u h i c h w o u l d t h e n be

v a c a n t ) as a museum o f r e g i o n a l h i s t o r y ; a n d

- c u r r e n t p l a n n l n g e f f o r t s r e g a r d i n p t h e M a r i n a D r i v e .

As a r t i c u l a t e d i n o u r i n t e r v i e w s u i t h i n d i v i d u a i s s t t h e

p o l i t i c a l L e v e l ( a n d r e a s o n a b l y w e l i s u p p o r t e d b y t h e r e p r e s e n t a t i v e o f

b u s i n e s s e s w i t h uhom we s p o k e ) , i t a p p e a r s a s t h o u g h t h e m a j o r g o a l s f o r t h e

Broadway a r e a c o u i d be s u m m a r i r e d as f o l i o w s :

1 ) t o u p g r a d e and b e a u t i f y t h e a r e a t h r o u g h b o t h i m p r o v e m e n t s t o p u b l i c a r e a s and p r i v a t e c o n m e r c i a i p r o p e r t i e s ;

2 ) i n u n d e r t a k i n g 1 ) above, t o do t h i s i n s u c h a way as t o r e t a l n a n d enhance t h e c h a r a c t e r o f t h e a r e a Ci-e. , what makes i t a u n i q u e and s p e c i a l a r e a ) ;

3 ) t o i m p r o v e t h e t r a f f i c management t h r o u p h and a r o u n d t h e a rea ;

4 ) t o d e v e l o p a n i m p r o v e d s p p r o a c h t o p a r k i n g c o n t r o i a n d e n f o r c e m e n t ;

5 ) t o encou rage a d d i t i o n a l p h y s i c a l deve lopmen t and r edeve lopmen t u i t h i n t h e B roaduay area;

6 ) t o encou rage more shoppe rs ( b o t h r e g i o n a l r e s i d e n t s and t o u r i s t s ) t o come t o t h e area;

7 ) t o d e v e l o p a s t r o n g , e f f e c t i v e and c r e d i b l e b u s i n e s s a s s o c l a t l o n r e p r e s e n t i n g e x c l u s i v e l y t h e i n t e r e s t s o f B r o a d u i y - a r e a b u s i n e s s e s .

A L L o f t h e s e g o a l s r e p r e s e n t a r e a s u h e r e t h e l a l n S t r e e t ' team*

c a n p l a y an i m p o r t a n t r o l e . The n e x t s e c t i o n o f t h i s Resource Team r e p o r t

i n d i c a t e s t h e s p e c i f i c i s s u e s t h a t were r a i s e d d u r l n g t h e workshops and

i n t e r v i e u s h e l d w i t h Resource Tean menbers. I t w i l l be e v i d e n t t h a t v i r t u a l l y

a l l o f t h e i n i t i a t i v e s r a i s e d i n s e c t i o n t h r e e a d d r e s s t o some e x t e n t t h e

g o a l s o u t l i n e d h e r e .

3. ISSUES A N D PRIORITIES

I n t h i s s e c t i o n o f t h e R e p o r t , we d i s c u s s t h e v a r i o u s i s s u e s and

p r i o r i t i e s f a c i n g C o r n e r B r o o k i n t h e f o u r m a i n a r e a s o f c o n c e r n o f t h e M a i n

S t r e e t programme - o r g a n i z a t i o n , m a r k e t i n g , d e s i g n , a n d c o m m e r c i a l a n d

economic d e v e l o p m e n t . Each i n p r e s e n t e d i n t e r m s o f some r e l e v a n t b a c k g r o u n d

i n f o r m a t i o n , t h e s t r e n g t h s and u e a k n e s s e s o f C o r n e r B r o o k i n t h a t p a r t i c u l a r

a r e a , a n d t h e i s s u e s and p r i o r i t i e s i d e n t i f i e d b y t h e R e s o u r c e Team.

The i s s u e s and p r i o r i t i e s have b e e n ' c o d e d ' f o r e a s y r e f e r e n c e

t h r o u g h o u t t h i s r e p o r t . T h i s c o d i n g s y s t e m i s :

O - o r g a n i z a t i o n M - m a r k e t i n g D - d e s i g n C - c o m m e r c i a l and economic d e v e l o ~ m e n t

Thus, f o r examp le , ( 0 - 3 ) u o u l d r e f e r t o t h e t h i r d i s s u e

i d e n t i f i e d i n t h e " O r g a n i z a t i o n " s e c t i o n o f t h e R e p o r t .

I n a d d i t i o n , each i s s u e has b e e n r a n k e d as ' v e r y h i g h ' , < h i g h 8 ,

'med ium ' o r ' L o u ' p r i o r i t y , d e p e n d i n g upon t h e R e s o u r c e Team's a s s e s s m e n t o f

t h e i m p o r t a n c e o f each i n t e r m s o f u t i l i r i n g t h e l i m i t e d t i m e and e n e r q y o f

t h e C o o r d i n a t o r .

3 .1 O R G A N I Z A T I O N

3 .1 .1 The M a i n S t r e e t O r g a n i z a t i o n

The M a i n S t r e e t programme was b r o u g h t t o C o r n e r B r o o k l a r g e l y

t h r o u g h t h e e f f o r t s o f t h e R e t a i l Commi t tee o f t h e Chamber o f Commerce, and

t h e C i t y ' s Economic Deve lopment O f f i c e . C a l l e d t h e " B r o a d u a y P r o j e c t ' t h e

p u r p o s e o f t h i s i n i t i a t i v e was t o b r i n g t h e M a i n S t r e e t programme i n t o t h e

c o m m u n i t y t o a c c o m p l i s h a v a r i e t y o f p o s i t i v e changes . I n s u p p o r t o f t h i s

i n i t i a t i v e , c e r t a i n r e t a i l e r s o n Broadway and w i t h i n t h e a r e a f o r n e d a n

i n f o r m a l b u s i n e s s a s s o c i a t i o n t o p r o v i d e g u i d a n c e t o t h e programme C o o r d i n a t o r .

The Broadway B u s i n e s s A s s o c i a t i o n < l B A > i s , a t p r e s e n t , a

v o l u n t a r y a s s o c i a t i o n o f b u s i n e s s e s w i t h i n t h e Broadway a r e a . I n t o t a l , s o i e

1 0 b u s i n e s s e s b e l o n s t o t h e BBA. The o p e r a t i o n s o f t h e BBA a r e f u n d e d t h r o u g h

v o l u n t a r y c o n t r i b u t i o n s o n t h e p a r t o f members, e q u a l t o 1 1 2 o f one p e r c e n t o f

t h e i r a s s e s s e d v a l u e . A t p r e s e n t , a b o u t t w o - t h i r d s o f t h e m e a b e r r a r e p a y i n p

t h i s f e e .

The B o a r d o f D i r e c t o r s f o r t h e BBA i s c o m p r i s e d o f 6 members,

n o t a l 1 o f whom a r e a c t i v e p a r t i c i p a n t s . P a r t i c i p a t i o n o f t h e o t h e r members

f o r t h e B8A a t g e n e r a l m e e t i n g s h a s a l s o r e p o r t e d l y b e e n d i s a p p o i n t i n g l y Lou.

3.1.2 O t h e r O r q a n i r a t i o n s l n v o l v e d

T h e r e a r e s e v e r a l o r g a n i r a t i o n s i n v o l v e d t e i t h e r d i r e c t l y o r

i n d i r e c t l y ) w i t h t h e p r o m o t i o n and d e v e l o p m e n t o f t h e Broadway B u s i n e s s A r e a .

These i n c l u d e :

C i t v o f C o r n e r B r o o k

The C i t y a c t i v e l y e n c o u r a g e s t h e Broadway b u s i n e s s commun i t y . I n a d d i t i o n t o h e l p i n g s p o n s o r t h e M a i n S t r e e t p r o j e c t , t h e y p r o v i d e a v a r i e t y o f s e r v i c e s t o t h e a r e a ( g a r b a p e c o l l e c t i o n , p a r k i n g , e t c . ) . Beyond t h e s u p p l y o f b a s i c s e r v i c e s t o t h e a r e a , t h o u g h . t h e y see t h e i r a p p r o p r i a t e r o l e as b e i n g r e s o o n s i v e t o t h e b u s i n e s s commun i t y , t h a t i s , t h e y u i l l g l a d l y r e v i e w and ( i f a p p r o p r i a t e ) a c t u p o n r e q u e s t s made o f them b y t h e B u s i n e s s A s s o c i a t i o n , b u t a r e Less L i k e l y t o i n i t i a t e p r o j e c t s .

Chamber of C o m m e r c e

T h e C h a m b e r of Commerce, through its Retail Committee, s p o n s o r s t h e "Broadway P r o j e c t W with t h e City. T h e members of t h i s Retail C o m m i t t e e a r e r e s p o n s i b l e for t h e overail d i r e c t i o n piven t o t h e Broadway Project U h i l e t h e Chamber overali has a m a n d a t e and responsibility t o act o n behalf o f al1 businesses in t h e City, it does, through t h e Broadway Projcct, g i v e particular a t t e n t i o n t o t h e downtown.

o f f i c e of E c o n o m i c D e v e l o ~ m e n t

A l s o instrumental in establishing t h e M a i n Street P r o g r a m m e in C o r n e r Brook, t h e Department of Economic Developmant provides a r a n g e of s e r v i c e s t o potentiel new industries that may invest in t h e community. for example, it c a n a r r a n g e t a x incentives t o businesses locating in t h e industrial parka o f Country Road, Watson's Pond, and M a p l e Valley. I t

a l s o m a i n t a i n s a n d p r o v i d e s relevant information pertaining t o e c o n o m i c d e v e l o p m e n t in t h e C i t y a n d region. Finally. t h e Department d o e s pet involved t o a limited extent in tourism promotion; for example, it published a brochure outlining a variety of walking t o u r s in t h e Corner Brook a n d Bay of Islands Area, and has been involved in a n assessment of t h e c r u i s e s h i p market.

O t h e r M u n i c i ~ a l D e D a r t m e n t s

O t h e r municipal d e p a r t m e n t s that c u r r e n t l y or potentielly h a v e s o m e i n f l u e n c e or impact upon t h e Broadway even include:

Develooment Control Deoartment - regarding land u s e planning issues relating t o . t h e Broadway area, t r a f f i c permits, building demolition, data s o u r c e s , beautificetion, etc.

E n s i n e e r i n s Department - regarding t h e provision of "hard services'' (uater, s e u e r ) t o the Broadway area, a n d m a t t e r s having t o d o with roads end traffic

P a r k s and R e c r e a t i o n Department - potentiel involvement with festivals, events o n - g o i n g recreation programmes held in the Broadway area, and some public improvements (e.g. signage, planters)

O t h e r Local Croups and O r s a n i r a t i o n s

S e r v i c e C l u b s - a variety of s e r v i c e c l u b s a r e a c t i v e in Corner Brook including Kinsmen, Kinettes, K n i g h t s of Columbus, J o h n Howard Society, Rotary, Lions. Masons and Shriners. T h e s e s e r v i c e g r o u p s might be interestrd in participating in various a s p e c t s o f d o w n t o w n development (as has been t h e c a s e in o t h e r communities).

Provincial Government D e ~ a r t m e n t s

T h e r e a r e a v a r i e t y of provincial government d e p a r t m e n t s a g e n c i e s a n d c r o w n c o r p o r a t i o n s with which t h e BBA could potentiaily be involved. T h e s e include:

N e w f o u n d l a n d L i a h t and Power - r e g a r d i n g t h e m a i n t e n a n c e ( a n d p o s s i b l y , u l t i m a t e r e l o c a t i o n ) o f h y d r o l i n e s d o u n t o w n

D e p a r t m e n t o f W u n i c i ~ a l A f f a i r s - r e e a r d i n g Land u s e p l a n n i n g m a t t e r s a n d a d h e r e n c e t o p r o v i n c i a l s t a n d a r d s

p e p a r t m e n t o f C u l t u r e . R e c r e a t i o n and Y o u t h - r e g a r d i n g v a r i o u s i s s u e s o f h i s t o r i c a l i n t e r e s t , and p r o v i n c i a l i n v o l v e m e n t l n m a t t e r s r e l a t l n g t o r e c r e a t i o n

D e p a r t m e n t o f D e v e l o ~ m e n t and T o u r i s m - r e g a r d i n g m a t t e r s o f p r o v i n c i a l c o n c e r n r e s p e c t i n g t o u r i s m

R o v a l N e w f o u n d l a n d C o n s t a b u l a r y - r e g a r d i n g p o l i c i n g m a t t e r s i n s i d e m u n i c i p a l a r e a s (RCWP i n a r e a s o u t s i d e )

F e d e r a l Government D e p a r t m e n t s

P a r k s Canada - P a r k s Canada m a i n t a i n s t h e C a p t a i n James Cook N a t i o n a l H i s t o r i c S i t e , a n d t h u s may have some i n v o l v e m e n t u i t h t h e u s e o f t h l s symbo l f o r t h e Broadway a r e a . A l s o , t h e y a d m i n i s t e r s e v e r a l o t h e r a t t r a c t i o n s i n t h e r e g i o n (e.g., Gros Morne N a t i o n a l P a r k , L ' A n s e aux Weadows I n t e r n a t i o n a l n i s t o r i c P a r k ) a n d w i l l h a v e u s e f u l i n f o r m a t i o n r e g a r d i n g t h e n a t u r e and c h a r a c t e r i s t i c s o f t o u r i s t s i n t h e a r e a .

T r a n s p o r t Canada - r e g a r d i n g m a t t e r s h a v i n g t o d o w i t h t h e h a r b o u r

3 . 1 . 3 S t r e n s t h s a n d Ueaknesses

Our i n t e r v i e w s u i t h v a r i o u s i n d i v i d u e l s h a v e l e d u s t o t h e

f o l l o w i n g C o n c l u s i o n s r e g a r d i n g t h e s t r e n g t h s and weaknesses o f t h e e x i s t i n g

o r g a n i z a t i o n s i n v o l v e d w i t h o r a s s i s t i n g t h e B r o a d w a y - a r e s b u s i n e s s e s .

- s t r o n g i n t e r e s t on t h e p a r t o f e s t a b l i s h e d o r g a n i z a t i o n s i n s e e i n g improvement i n t h e Broadway a r e a

- c o m m i t t e d a n d c a p a b l e i n d i v i d u a l s w i t h i n k e y m u n i c i p a l d e p a r t m e n t s

Ueaknesses

- d i f f i c u l t y i n g e n e r a t i n g e n t h u s i a s m among p o t e n t i a l members o f t h e Broadway B u s i n e s s A s s o c i a t i o n , f o r t h e a c t i v i t i e s u n d e r t a k e n b y t h e B B A , a n d t h e i s s u e s i t f a c e s

l a c k o f u n d e r s t a n d i n g o n t h e p a r t o f s e v e r a l o r g a n i z a t i o n s ( a s u e l l as i n d i v i d u a l B roadway -a res b u s l n e s s e s ) as t o t h e e x a c t p u r p o s e o f t h e M a i n S t r e e t programme, and t h e r o l e and f u n c t i o n o f t h e C o o r d i n a t o r

- l a c k o f s p e c i f i c commun i ty o r g a n i z a t i o n s i n key a r e a s (e.g., t o u r i s m a s s o c i a t i o n , h i s t o r i c a l S o c i e t y ) - f o r example, t h e G r e a t e r Humber T o u r i s m A s s o c i a t i o n , u h i c h i s nou d e f u n c t , used t o r e p r e s e n t t h e l n t e r e s t s o f t h e t o u r i s m i n d u s t r y i n t h e r e g i o n

l a c k o f r e g u l a r commun i ca t i on b e t u e e n g roups .

3.1.4 I s s u e s and P r i o r i t i e s

B e l o u ue p r e s e n t t h e v a r i o u s i s s u e s and o p p o r t u n i t i e s r a i s e d

unde r t h e ' o r g a n i z a t i o n ' component d u r i n g t h e Resource Team assessment . These

a r e p r e s e n t e d a c c o r d i n g t o t h e p r i o r i t y t h e y u e r e a s s i g n e d b y t h e Resource

Team ( r a n g i n g f r o m ' v e r y h i g h ' t o ' l o u ' ) :

( 0 . 1 ) E x ~ a n d m e m b e r s h i ~ o f t h e Broaduav B u s i n e s s A s s o c i a t i o n Boa rd t v e r v h i a h D r i o r i t v ) - I n o r d e r t o p r o v i d e a f o r m e l v e h i c l e t o h a r n e s s t h e e n e r g y and i n p u t o f a d d i t i o n a l b u s i n e s s r e p r e s e n t a t i v e s u i t h i n t h e BBA, t h e Board s h o u l d be expanded f r o m i t s c u r r e n t s i x members t o on t h e o r d e r o f t e n p e r s o n s . T h i s u i l l r e n d a d e m o n s t r a b l e s i g n a l t o t h e o t h e r b u s i n e s s e s i n t h e BBA t h a t t h e Boa rd does n o t i n t e n d t o be seen as a c l i q u e o r s e l e c t g roup , b u t r a t h e r s i n c e r e l y u i s h e s t o i n v o l v e t h o s e u i t h key i n t e r e s t s i n t h e doun toun .

( 0 . 2 ) B e t t e r commun i ca t i on o f t h e M a i n S t r e e t C o o r d i n a t o r s r o l e t o b u s i n e s s e s ( h i a h o r i o r i t v ) - Our i n t e r v i e u s r e v e a l e d a r e l a t i v e l y Lou l e v e l o f aua reness as t o t h e f u n c t i o n o f t h e l a i n S t r e e t C o o r d i n a t o r ( a s o u t l i n e d i n S e c t i o n 1 o f t h i s r e p o r t ) . Ue f e e l t h a t i t i s e x t r e m e l y i m p o r t a n t t h a t t h e r o l e and p u r p o s e o f t h e C o o r d i n a t o r be b e t t e r e x p l a i n e d t o t h e b u s i n e s s commun i ty on Broadway.

( 0 - 3 ) M a i n t a i n r e a u l a r commun i ca t i ons u i t h C i t v ( h i g h ~ r i o r i t v ) - I t uas f e l t b y t h e Resource Team t h a t i t uas i m p e r s t i v e t o m a i n t a i n a r e g u l a r d i a l o g u e u i t h t h e C i t y . T h i s m i g h t t a k e t h e f o r m o f a r e g u l a r s h o r t r e p o r t t h a t m i g h t be i s s u e d t o C o u n c i l members, o r b y p e r i o d i c * m l n i - r e p o r t s ' g i v e n t o C o u n c l l members a t r e g u l a r C o u n c i l mee t i ngs . T h i s s h o u l d be a key r o l e o f t h e C o o r d i n a t o r .

( 0 - 4 ) D e v e l o ~ q r e a t e r e n t h u s i a s m u i t h i n t h e BBA m e m b e r s h i ~ ( h i a h ~ r i o r i t v l - A p r i o r i t y i s s u e was seen by a l 1 Resource Team members t o be t h e deve lopmen t o f a more c o m m i t t e d and i n t e r e s t e d g e n e r a l membersh ip u i t h i n t h e BBA. I t s h o u l d be t h e r o l e o f t h e C o o r d i n a t o r s t o d e v e l o p t h i s e n t h u s i a s m a t a l 1 l e v e l s f o r t h e p r o j e c t . One a c t i o n t h a t u o u l d s u p p o r t t h i s , ue f e e l , u o u l d be t h e r e l o c a t i o n o f t h e Ma in S t r e e t o f f i c e on t h e S t r e e t ( i . e . a more v i s i b l e " s t o r e f r o n t ' p r e s e n c e ) . T h i s u i l l r e i n f o r c e t h e f e e l i n g t h a t t h e M a i n S t r e e t p r o j e c t i s p a r t o f t h e b u s i n e s s communi ty , and a c c e s s i b l e . ( F u r t h e r , i t p r o v i d e s t h e Ma in S t r e e t programme i t s e l f t h e o p p o r t u n i t y t o d e m o n s t r a t e u h a t can be done i n t e rms o f e f f e c t i v e u p g r a d i n g and p r o p e r t y imp-ovement . )

( 0 - 5 ) p e v e l o ~ B o a r d member r o t a t i o n ~ o l i c v ( h i a h ~ r i o r i t v l - R e l a t e d t o i s s u e 0 -1 , t h e Resource Team f e l t i t t o be d e s i r a b l e t o d e v e l o p and communicate an e x p l i c i t r o t a t i o n p o l i c y f o r Boa rd members. T h i s u o u l d a g a i n r e i n f o r c e t h e p e r c e p t i o n t h a t i n v o l v e m e n t on t h e B o a r d u i s open and d e s i r a b l e f o r a l 1 b u s i n e s s e s i n t h e downtoun. n o t j u s t t h e s e l e c t feu . As a lways , u i t h a Boa rd r o t a t i o n p o l i c y i t i s d e s i r a b l e t o e n s u r e some d e g r e e o f c o n t i n u i t y f r o m one y e a r t o t h e n e x t , u h i l e a t t h e aame t i m e a l l o u i n g f o r an i n f l u x o f neu b l o o d . To do t h i s e f f e c t i v e l y , some s o r t o f p o l i c y t h a t u o u l d encou rage < f o r example ) one t h i r d o f t h e B o a r d t o r e s i g n o r r e a c h t h e end o f t h e i r t e r m each p a r , u h i l e t h e r e m a i n i n g t u o - t h i r d s s t a y e d on f o r t h e n e x t y e a r , s h o u l d be p u t i n t o e f f e c t .

( 0 - 6 ) p e v e l o ad hoc c o m m i t t e e p r i o r i t v x - The a c c u m u l a t i o n o f snou i n t h e w i n t e r months on t h e s i d e w a l k s and i n t h e s t r e e t i s seen t o be a p a r t i c u l a r imped imen t t o e n c o u r a g i n g shopper a c t i v i t y a t t h o s e t i m e s . The p rompt and e f f i c i e n t r emova l o f snou was seen t o be an a r e s u h e r e c o n s i d e r a b l e improvements c o u l d be made t o t h e b e n e f i t o f t h e b u s i n e s s e s on Broadway. To d e a l w i t h t h i s i s s u e , t h e Resource Team recommended t h e f o r m a t i o n of an ad hoc commi t t ee ( c o m p r i s i n g b o t h members o f t h e B o a r d and o t h e r members o f t h e B B A ) t o app roach t h e C i t y t o u o r k o u t a r e a s o n a b l e s o l u t i o n t o t h i s p rob l em .

( 0 . 7 ) D e v e l o v ad hoc commi t t ee t o d e a l w i t h s t r e e t c l e a n i n a i s s u e ( h i e h p r i o r i t v l - The ma in tenance o f a c l e a n and a t t r a c t i v e s t r e e t i s e s s e n t i a l t o e n c o u r a g i n g p e d e s t r i a n , and t h e r e b y shopp ing , a c t i v i t y . The b u s i n e s s e s ue i n t e r v i e w e d f e l t b y and l a r g e t h a t t h i s uas a n a r e a u h e r e c o n s i d e r a b l e improvements c o u l d a l s o be made ( e s p e c i a l l y i n t h e s p r i n g t i m e i m m e d i a t e l y a f t e r t h e snou m e l t s ) . As i n i s s u e 0.6, an ad hoc commi t t ee was seen t o be an e f f e c t i v e v e h i c l e t o a d d r e s s t h i s p rob l em . ( T h i s m i g h t , o f cou rse , be t h e rame commi t t ee m e n t i o n e d i n i s s u e 0 - 6 . )

( 0 - 8 ) E n c o u r a ~ e t h e e v o l u t i o n o f t h e B B A i n t o a BIA ( h i a h ~ r i o r i t v ) - The re a r e s i g n i f i c a n t b e n e f i t s t o be had by f o r m a l i z i n g a doun town b u s i n e s s o r g a n i z a t i o n as a B u s i n e s s lmp rovenen t A res ( B I A ) . A t p r e s e n t , e n a b l i n g l e g i s l a t i o n i s p e n d i n g a t p r o v i n c i a l L e v e l . Assuming t h i s comes t h r o u g h . t h e Resource Team f e e l s i t u o u l d be v e r y d e s i r a b l e t o e s t a b l i s h B I A on Broadway. Of cou rse , b e f o r e t h i s can happen t h e r e needs t o be a c o n s i d e r a b l e e d u c a t i o n p r o c e s s p u t i n p l a c e t o convey t o b u s i n e s s o u n e r s and managers t h e b e n e f i t s o f t h e BIA approach , and t h e c o s t i n v o i v e d t o them.

( 0 - 9 ) E x ~ a n d b o u n d a r i e s o f t h e BBA a l o n g C a r i b o u Rd. and n e r a l d S t r e e t s {medium v r i o r i t v l - There uas some comment e x p r e s s e d t o t h e e f f e c t t h a t t h e b o u n d a r i e s o f t h e BBA s h o u l d be expanded t o encompass a I I commerc i a l a c t i v i t y w i t h i n t h e Broaduay a rea . T h i s u o u l d more p r o p e r l y encompass t h e b u s i n e s s a r e a b u t a l s o p r o v i d e an expanded membership base and t h u s a g r e a t e r deg ree o f c r e d i b i l i t y f o r t h e BBA. A L s o , a g r e a t e r membership base u i l l u l t i m a t e l y p r o v i d e a L a r g e r budge t f o r t h e BBA t o u t i l i z e i n p r o m o t i o n a l and r e l a t e d a c t i v i t i e s .

( 0 - 1 0 ) O e v e l o ~ a d hoc c o m m i t t e e t o d e a l w i t h S t r e e t l o a d i n g i s s u e (medium p r i o r i t v ) - T h e r e a r e a p p a r e n t l y t i m e s when s t r e e t c o n g e s t i o n i s c a u s e d b y t h e o f f - l o a d i n g o f d e l i v o r y t r u c k s o n Broaduay . V a r i o u s s u g g e s t i o n s have b e e n f o r t h as t o h o u t o a l l e v i a t e t h i s p r o b l e m - f o r examp le , one i s t o e n a c t a b y - L a w i t a t i n g t h a t a l 1 o f f - l o a d i n g n u s t t a k e p l a c e b e f o r e 10 a.m. Aga in , f o r t h i s i s s u e , we s u g g e s t t h e f o r m a t i o n o f a n a d hoc c o n n i t t e e t o u o r k w i t h t h e C i t y t o w a r d s e f f e c t i v e s o l u t i o n s .

(0 .11 ) D e v e l o D a d hoc c o m m i t t e e t o a d d r e s s p a r t i n o i s s u e s (medium ~ r i o r i t v ) - The i s s u e o f r e m o v i n g p a r k i n g o n Broadway o r n o t r i g o r o u s l y e n f o r c i n g t h e p a r k i n g r e g u l a t i o n s , i s a d i f f i c u l t one t h a t i s n o t e a s i l y s o l v a b l e w i t h i n t h e manda te o f t h e R e s o u r c e Team v i s i t . Ye s u g g e s t t h i s t o b e a n o t h e r e f f e c t i v e t a s k f o r a n a d hoc c o m m i t t e e , i n t h e s a n e uay as t h e snow r e n o v a l a n d l o a d i n g i s s u e s a r e h a n d l e d .

( 0 - 1 2 ) P r o m o t e awareness o f b u i l d i n a i n ~ r o v e m e n t s as i n v e s t m e n t s C h i a h p r i o r i t v ) - The l e s o u r c e Team s e e i a r o l e f o r t h e M a i n S t r e e t C o o r d i n a t o r and t h e r e s t o f t h e BBA B o a r d members t o p r o m o t e a g r e a t e r u n d e r s t a n d i n g o f t h e r e t a t i o n s h i p b e t w e e n b u i l d i n g i m p r o v e m e n t s and u l t i m a t e r e t u r n o n i n v e s t m e n t i n t h e p r o p e r t i e s . C l e a r l y t h i s w i l l be a n e d u c a t i o n a l p r o c e s s t h a t w i l l d e v e l o p o v e r t i m e .

( 0 - 1 3 ) D e v e l o p r e s u l a r c o m m u n i c a t i o n s v e h i c l e (medium ~ r i o r i t v l - A l t h o u g h i t a l r e a d y e x i s t s o n a someuhat random b a s i s , i t was f e l t b y members o f t h e BBA t h a t we i n t e r v i e w e d t h a t some s o r t o f r e g u l a r c o m m u n i c a t i o n s v e h i c l e s s u c h as a n e u s l e t t e r was i m p e r a t i v e t o k e e p members u p t o d a t e as t o what was o c c u r r i n g l o c a l l y .

( 0 - 1 4 ) D e v e l o p ( n i t h C i t y ) a p p r e c i a t i o n l r e c o q n i t i o n programme (medium p r i o r i t v l - I t i s t h e e x p e r i e n c e o f most members o f t h e R e s o u r c e Team t h a t a l i t t l e b i t o f r e c o g n i t i o n a n d a w a r d . g i v i n g goes a l o n g u a y i n e n c o u r a g i n g o t h e r p r o p e r t y owners and i n v e s t o r s t o u p g r a d e t h e i r p r o p e r t i e s a n d / o r become more a c t i v e l y i n v o l v e d i n d o u n t o w n r e l a t e d i s s u e s . A t p r e s e n t i n C o r n e r B rook , n o r e a l r e c o g n i t i o n programme e x i s t s .

( 0 - 1 5 ) Change m e e t i n g venue f o r B B A a e n e r a l m e e t i n g s (medium ~ r i o r i t v ) - T h e r e u a s some c o n c e r n e x p r e s s e d b y some i n t e r v i e w e e s t h a t t h e c u r r e n t t i m e a t w h i c h g e n e r a l m e e t i n g s a r e h e l d i s n o t v e r y c o n v e n i e n t . As a r e s u l t , we a r e t o l d , a t t e n d a n c e a t t h e s e g e n e r a l m e e t i n g s i s s p o r a d i c a n d low. Ue reconmend t h a t t h e BBA B o a r d i n v e s t i g a t e t h e d e s i r a b i l i t y o f o t h e r t l m e s and p e r h a p s L o c a t i o n s f o r n e e t i n g s (e.g., b r e a k f a s t o r l u n c h m e e t i n g s a r e o f t e n f o u n d b y o t h e r g r o u p s t o b e a p p r o p r i a t e ) .

( 0 - 1 6 ) p r i o r i t v ) - Based o n t h e i n t e r v i e w s t h a t R e s o u r c e Team nembers h a d w i t h i n d i v i d u a l b u s i n e s s e s t h e r e a p p e a r s t o b e v i r t u a l l y u n a n i n o u s a g r e e m e n t t h a t c o o p e r a t i v e a d v e r t l s i n g has a u s e f u l r o l e t o p l a y i n t h e p r o m o t i o n o f t h e BBA and t h e i n d i v i d u e l b u s i n e s s e s w i t h i n t h e a r e a . A s e n e r a l d e s i r e f o r more s u c h c o o p e r a t i v e a d v e r t i s i n g v a s e x p r e s s e d , w i t h t h e u n d e r s t a n d i n g t h a t c o n s i d e r a b l e e f f o r t s may h a v e t o b e made t o c o n v i n c e l o c a l b u s i n e s s e s t h a t more s u c h p r o m o t i o n i s d e s i r a b l e and n e c e s s a r y .

( 0 - 1 7 ) H o l d more f r e a u e n t m e e t i n a s o f a e n e r a l m e m b e r s h i ~ (medium ~ r i o r i t v ) . R e l a t e d t o i s s u e 0 -15 , t h e r e u e r e some comments t h a t q u a r t e r l y m e e t i n g s u e r e n o t s u f f i c i e n t t o g e n e r e t e a ' c r i t i c a l maasH o f i n t e r e s t i n what t h e BBA ums a c c o m p l i s h i n g . l h e r e uas some s u g g e s t i o n t h a t more f r e q u e n t (e.g.. m o n t h l y ) m e e t i n g s u o u t d g e n e r a t e more e x c i t e m e n t and e n t h u s i a s m r e g a r d i n g d o u n t o u n i s s u e s . <Of c o u r s e u i t h a change i n m e e t i n g venue, more i n v o l v e m e n t i n t h e s e more f r e q u e n t m e e t i n g s m i g h t a l s o be expec ted . )

( 0 - 1 8 ) p e e d t o d e v e l o ~ f o r m a l Broaduav b u s i n e s s o r o a n i z a t i o n ( l o w ~ r i o r i t v ) - S e v e r a l i n t e r v i e w e r s r a i s e d t h e i s s u e t h a t t h e r e i a a need t o f o r m a l i r e t h e Broaduay B u s i n e s s A s s o c i a t i o n . S e v e r a l i n t e r v i e u e e s a d v o e a t e d t h e r e s u r r e c t i o n o f t h e o l d b u s i n e s s a s s o c i a t i o n o n t h e u e s t a i d e o f B roaduay . l h e y p e r c e i v e c h a t t h e r e i s a n c e d t o d e v e l o p a f o r m a l and i n d e p e n d e n t b u s i n e s s o r g s n i z a t i o n r e p r e s e n t i n g t h e i n t e r e s t s o f t h e Broadway mrea o f b u s i n e s s e s . Some o f t h o s e mak ing t h i s comment u e r e unaua re o f t h e t r u e p u r p o s e and scope o f t h e M a i n S t r e e t programme ( i s s u e 0 - 2 ) . O t h e r s sau t h e .Broadway P r o J e c t ' as b e i n g an agency o f t h e r e t s i l commi t t ee o f t h e Chamber o f Commerce f o r t h e C i t y and t h u s n o t f u l l y i ndependen t .

2 MARKETING

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T o t a l C . M . A . 33 ,730 - 4 . 2

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w i t h i n t h e C i t y o f C o r n e r B r o o k . These a r e :

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R e t a i l s a l e s i.n t h e C o r n e r B r o o k a r e a i n 1977 were e s t i m a t e d t o

b e $165 m i l l i o n i n 1987.. T h i s c o r r e s p o n d s t o $4.900 p e r c a p i t a . (The

a v e r a g e f o r t h e p r o v i n c e i s $4,500 and t h a t f o r Canada i s $5.800. ) T h e r e i s

b e l i e v e d t o b e a s m a l l amount o f ' e x p e n d i t u r e Leakage ' o u t s i d e o f t h e C o r n e r

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o r d e r o f 5 t o 1 0 % o f a l l r e t a i l e x p e n d i t u r e . T h e r e does n o t a p p e a r t o be a

g r e a t p o t e n t i a l t o s t e m t h i s Leakage t o a s i g n i f i c a n t e x t e n t ; t h e s e v a c a t i o n

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c a n b e t a p p e d b y t h e C i t y g e n e r a l l y , and b y t h e Broadway a r e a i n p a r t i c u l a r .

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i s f u l l y deve loped . an i n c r e a s e o f 4 0 % o f u i n t e r ( s k i e r s ) t o u r i s t s t o t h e C i t y

i s expected.) . As p r e v i o u s l y men t i oned , t h e base o f accommodat ion i n t h e C i t y

i s e x p e c t e d t o i n c r e a s e . S t a t i s t i c s g a t h e r e d b y t h e M a i n S t r e e t C o o r d i n a t o r

i n d i c a t e t h a t , a t p r e s e n t , t h e r e a r e i n t h e o r d e r o f 4 0 0 rooms a v a i l a b l e i n

t h e C i t y . T h i s number M i l l soon be i n c r e a s e d b y a p p r o x i m a t e l y 25% u i t h t h e

c o n s t r u c t i o n o f a Jou rney i s End I n n , and t h e e x p a n s i o n o f c e r t a i n o t h e r

f a c i l i t i e s .

V o t u i t h s t a n d i n g t h e s e p o s i t i v e deve lopmen t r , t h e r e i s i t i l l a

s i g n i f i c a n t p o t e n t i a l t o d e v e l o p t o u r i s m i n t h e C i t y . A d d i t i o n a l f i g u r e s

c o m p i l e d by t h e M a i n S t r e e t C o o r d i n a t o r i n d i c a t e t h a t i n t h e o r d e r o f

70,000 n o n - l o c a l t o u r i s t s pass by Co rne r B rook on t h e T rans Canada h i g h u a y

each yea r . Of t hese , o n l y abou t 1 9 , 0 0 0 ( j u s t o v e r o n e - q u a r t e r ) s t o p t o

spend any a p p r e c i a b l e amount o f t i m e ( a n d t h e r e f o r e , money) i n t h e C i t y .

C l e a r l y , t h e r e i s a Large p o t e n t i a l ma rke t "on t h e d o o r s t e p u o f t h e t oun .

3.2.2 P r o m o t i o n a l E f f o r t s o f B r o a d u a r

Bus i nesses on Broaduay do most o f t h e i r a d v e r t i s i n g

i n d e p e n d e n t l y u s i n g p r i m a r i l y neuspaper and r a d i o media. A f e u c o o p e r a t i v e

a d v e r t i s i n g campaigns have been u n d e r t a k e n , t h r o u g h a d v e r t i s i n g supp lemen ts t o

t h e U e s t e r n S t a r . These have been i n a s s o c i a t i o n u i t h m a j o r e v e n t s , such as

t h e F e b r u a r y U i n t e r C a r n i v a l , and have f e a t u r e d t h e " C a p t a i n Cook on Broadway"

L a v e n t h o l and Ho rva th . Warb le M o u n t a i n . A F e a s i b i l i t v S t u d v f o r an A l l - S e a s o n R e s o r t , June, 1986.

image. T h e s e h a v e reportedly been reasonably SUCCeSSfUl, although n o detailed

research h a s been u n d e r t a k e n o n t h e effectiveness of t h i s for. of promotion.

N O o r g a n i z e d promotional e f f o r t s t o t h e tourist market a r e m a d e

by t h e BBA.

3.2.3 Strenq t h s a n d U e a k n e s s e s

Based o n t h e foregoing, and our interviews with a u i d e r a n g e o f

individuals, t h e R e s o u r c e Team h a s a s s e s s e d t h e s t r e n g t h s and w e a k n e s s e s of

Broadway with respect t o U m a r k e t i n g u issues t o be a s follous:

- Location at t h e centre of a reasonably large market area (70.000 plus), albeit o n e that is slouly declining

- n o t w i t h s t a n d i n g t h e recent graduel d e c l i n e in population, t h e r e is s o m e e v i d e n c e t o suggest that Corner Brook a n d t h e s u r r o u n d i n g region is o n t h e threshold of additional population growth

- strong potential for increased promotion t o t h e tourist market

- relatively little retail expenditure leakage o u t s i d e t h e c o m m u n i t y

( e s p e c i a l l y uhen compared t o other areas)

- c o o p e r a t i v e e f f o r t s on t h e part o f s o m e businesses regarding c o o p e r a t i v e advertising

- initial development of a theme or identity for t h e a r e 8 (i.e., a basis upon which t o develop).

U e a k n e s s e s

- promotional e f f o r t s not oriented towards tourists, potentially a major market in both summer and uinter

- more c o o p e r a t i v e promotions and advertising needed t o c r e a t e an impact sufficient t o c o m p e t e uith t h e n a l l s

- lack of p o s i t i v e image and identity for t h e region (existing image a p p e a r s related to t h e poor physical a p p e a r a n c e o f t h e area)

- n o f e s t i v a l s o r events at regular intervals.

3.2.4 I s s u e s a n d P r i o r i t i e s

(11.1) p e l i n e a t e B roadwav t h r o u g h s p e c i a l d i s t i n c t i v e s i g n a a e t v e r v h i s h p r i o r i t v ) - The d e f i n i t i o n o f a r e t a i l a r e a t h r o u g h d i s t i n c t i v e s i g n a g e t h a t c o n v e y s n o t o n l y u h e r e t h e a r e a i s b u t s o m e t h i n g o f i t s c h a r a c t e r has p r o v e n i n o t h e r b u s i n e s s a r e a s t o b e d e s i r a b l e .

( M - 2 ) More e f f e c t i v e p r o m o t i o n o f d i f f e r e n c e e o f B roadwsv v s . t h e n a l l s I h i a h D r i o r i t v L - I t u n s f e l t b y t h e R e s o u r c e Team members and b y t h o s e u e i n t e r v i e u e d t h a t t h e r e i s a d i s t i n c t i v e d i f f e r e n c e t o B roadway when c o n p a r e d t o t h e s h o p p i n g m a l l s , and t h a t t h i s d i f f e r e n c e was a n a s s e t and s o m e t h i n p t h a t c o u l d b e e f f e c t l v e l y p r o m o t e d . The e s s e n c e o f t h e d i f f i r e n c e uns f e l t t o r e v o l v e a r o u n d t h e w i d e r r e t a i l m i x a v a i l a b l e , t h e p e r s o n a 1 s e r v i c e , t h e f r i e n d l i n e s s o f b u s i n e s s owners a n d managers , and t o s o i e e n t e n t , t h e b a r p a i n s a n d l o u e r p r i c e s a v s i l a b l e o n Broadway. More e f f e c t i v e p r o m o t i o n o f t h e s e d i f f e r e n c e s t h r o u g h d i r e c t a d v e r t i s i n g o r t h r o u g h t h e image and i d e n t l t y o f t h e a r e a t h a t i s d e v e l o p e d was t h o u p h t t o b e a s t r o n g l y d e s i r a b l e a s p e c t o f f u t u r e m a r k e t i n g o f t h e downtown.

(11-3) F u r t h e r d e v e l o ~ m e n t o f a n i m a s e / l o e o l s l o s a n f o r Broadwav t h i e h p r i o r i t y ) - A t p r e s e n t t h e image o f C a p t a i n Cook i s b e i n g u s e d as an i d e n t i f i e r w i t h t h e Broadway a r e a . T h e r e u a s s t r o n s s u p p o r t o n t h e p a r t o f t h e b u s i n e s s o u n e r s we i n t e r v i e u e d f o r t h e f u r t h e r d e v e l o p m e n t a n d p r o m o t i o n o f t h i s t y p e o f image and i d e n t i t y f o r t h e downtown. A t p r e s e n t , t h e v i s u e l image a s s o c i a t e d w i t h C e p t a i n Cook i s r a t h e r comp lex , a n d i t may b e d e s i r a b l e t o s i m p l i f y t h i s f o r t h e p u r p o s e s o f s i g n a g e and a l o g o . Y e v e r t h e l e s s , t h e g e n e r a l i d e a o f u s i n g t h i s t y p e o f Logo a p p e a r s t o h a v e v e r y s t r o n g s u p p o r t .

t u - 4 ) E n c o u r a s e more e f f e c t i v e u i n d o u d i s ~ l a v s t h i s h ~ r i o r i t v ) . I t was f e l t b y s e v e r a l i n t e r v i e w e e s t h a t Broadway b u s i n e s s e s c o u i d go a l o n g way t o u e r d s i m p r o v i n g t h e e f f e c t i v e n e s s and i n t e r e s t g e n e r a t e d t h r o u g h u i n d o u d i s p l a y s . I t uns r e p o r t e d t h e t when w i n d o u d i s p l a y s e m i n a r s h e l d p r e v i o u s l y h a d b e e n w e l l a t t e n d e d .

(11-5) R e v i v e O l d - F a s h i o n e d Davs ( o r s i m i l a r f e s t i v a l ) t h i s h ~ r i o r i t v ) - V i r t u a l l y a l 1 o f t h e p e o p l e u e spoke t o f e l t t h a t t h e O l d F a s h i o n e d Days, t h e summer e v e n t t h a t h a d been h e l d i n y e a r s p a s t , h a d b e e n a t r e m e n d o u s e s s e t f o r t h e downtown a n d s h o u l d be r e v i v e d if a t a l 1 p o s s i b l e . C e r t a i n l y i t i s t h e R e s o u r c e Team's v i e w t h a t t h e s e k i n d s o f e v e n t s and f e s t i v a l s c e n b e t remendous i n d u c e m e n t s t o e n c o u r a g e l o c a l s h o p p e r s and t o u r i s t v i s i t o r s t o come i n t o t h e downtown.

(11-6) y n d e r t a k e o n s o i n s m a r k e t r e s e a r c h < h i g h ~ r i o r i t v l - A l t h o u g h n o t r e c o g n i z e d as s u c h b y b u s i n e s s e s o n Broadway, t h e R e s o u r c e Team f e e l s t h a t t h e o n g o i n g c o l l e c t i o n o f r e l e v a n t m a r k e t r e s e a r c h te .0 . . r e l a t i n g t o s h o p p i n g h a b i t s ) i s a p r i o r i t y , a n d s o m e t h i n g t h a t s h o u l d b e p a r t o f t h e c o o r d i n a t o r ' s mandate. As u s e f u l i n f o r m a t i o n i s c o l l e c t e d and d i s s e m i n a t e d t o b u s i n e s s e s i n t h e a r e a t h e y w i l l become more a p p r e c i a t i v e o f t h e b e n e f i t s a n d v a l u e o f t h i s i n f o r m a t i o n , and o f t h e M a i n S t r e e t P r o j e c t i t s e l f .

(1i-7) Fncou rage more i o i n t a d v e r t i s i n a (medium ~ r i o r i t v l - R e l a t i n p t o i s s u e 0 - 1 6 , which d i s c u s s e d t h e m e r i t s o f e d u c a t i n g me rchan t s as t o t h e b e n e f i t s o f j o i n t a d v e r t i s i n g , t h i s i s s u e r e t a t e d t o t h e a b s o l u t e amount o f a d v e r t i s i n g t h a t was donc. Yany i n t e r v i e w e e s f e l t t h a t t h e r e s h o u l d be more.

(11-8) p e v e l o ~ a Broadwav b r o c h u r e (medium ~ r i o r i t v l - Once an image and l o g o f o r t h e Broadway a r e a has been c r e a t e d . a b r o c h u r e c o u l d be d e v e l o p e d o u t l i n i n g t h e b u s i n e s s on Oroaduay, t h e i n t e r e s t i n g t h i n g s a b o u t t h e area, e t c . T h i s b r o c h u r e u o u l d t h e n b e d i s t r i b u t e d i n a r e a s o f t o u r i s t c o n c e n t r a t i o n - f o r example, c r u i s e s h i p s , o n t h e f e r r y , a t t r a v e l i n f o r m a t i o n c e n t r e s e t c . The b r o c h u r e w o u l d a c t t o encou rage p e o p l e t o come i n t o t h e Broaduay a r e a t o 8hop and sec what uns p o i n g on.

(11-9) Ç r e a t e s t r e e t d e c o r a t i o n s (medium ~ r i o r i t v ) - The u s e o f s t r e e t d e c o r a t i o n s t o c r e a t e a f e s t i v e and L i v e l y a tmosphere, a t r e l a t i v e l y L i t t l e c o l t , was seen t o be a d e s i r a b l e uay t o p r o m o t e and m a r k e t Broadway. I n a d d i t i o n , o f cou rse , t h i s w o u l d h e l p c r e a t e and enhance t h e image o f t h e a r e s .

(11-10) D e v e l o ~ i n s t i t u t i o n a l a d v e r t i s i n g campaian ( l o w D r i o r i t v - An i n s t i t u t i o n a l campaign i s one t h a t u o u l d p romo te j u s t t h e downtown and t h e image a s s o c i a t e d w i t h t h e downtown, r a t h e r t h a n t h e i n d i v i d u a l b u s i n e s s e s w i t h i n i t . T h i s i s o f t e n e f f e c t i v e i n p r o m o t i n g a l a r g e a r e a a t r e l a t i v e l y L i t t l e c o s t . An i n s t i t u t i o n a l a d v e r t i s i n g campaign f o r t h e Broadway a r e a wou ld p r o b a b l y encompass r a d i o a d v e r t i s i n g , pe rhaps c a b l e t e l e v i r i o n and n e u s p i p e r a d v e r t i s i n g .

3 . 3 D E S I G N

3 . 3 . 1 P r i m e Asse t s

Broadway i s t h e o l d e s t commerc i a l a r e a i n Wes te rn Wewfoundland.

A S a l a r g e p r o p o r t i o n o f t h e s t r e e t s c a p e uas w iped o u t by f i r e e a r l i e r i n i t s

h i s t o r y , t h e b u i l d i n g f a b r i c t h a t nou e x i s t s r e f l e c t s two g e n e r a t i o n s o f

b u i l d i n g f a b r i c : 1 ) t h e 1925 t o 1935 p e r i o d (wooden f r ame b u i l d i n g s s e t c l o s e

t o t h e s i d e u o r k ) and 2 ) t h e 1950s p e r i o d ( c o n c r e t e b l o c k b u i l d i n g s s e t 12

f e e t back f r o m t h e s t r e e t , uhose f o rm echoes t h a t o f t h e e a r l i e r p e r i o d ) .

These c h a r a c t e r i s t i c s convey an image and f e e l f o r t h e a r e a t h a t i s c e r t a i n l y

u n i q u e i n t h e C i t y . T h i s u n i q u e n e s s i s an e x t r e m e l y s i g n i f i c a n t r e s o u r c e t h a t

s h o u l d b e c a p i t a l i z e d upon i n t h e f u t u r e u p g r a d i n g o f t h e a r e a . T h e r e a r e

o t h e r p r i m e a s s e t s o f t h e a r e a . F o r example, a t one p o l n t o n t h e t h e w e s t e r n

e n d o f Broadway t h e r e i s a s p e c t a c u l a r l o o k o u t where one c a n see down t o t h e

m1L l and h a r b o u r a r e a and u p t o t h e C a p t a f n Cook monument. T h i s p r e s e n t s a

s t u n n i n g v i s t a o p p o r t u n i t y and i s a n o t h e r a s e e t t h a t c o u l d b e c a p i t a l f z e d u p o n

i n f u t u r e d e v e l o p m e n t . The s t r e e t i t s e l f r e p r e s e n t s a k e y a d v a n t a g e o f t h e

d o u n t o w n - r a t h e r t h a n a s t r a i g h t , f l e t L i n e , t h e s t r e e t c u r v e s and goes u p

and down p r e s e n t i n g t h e p e d e s t r i a n ( a n d t h e m o t o r i s t f o r t h a t m a t t e r ) u i t h an

e v e r c h a n g l n g v i e w o f t h e a r e a .

One f a c t o r t o b e n o t e d however , i s t h a t t h e r e i s n o s i n g l e

o u t s t a n d i n g and u n i q u e f e a t u r e o f t h e Broadway a r e a t h a t c o u l d b e u s e d t o

d e s i g n a s t r e e t s c a p e p l a n a r o u n d , o r u s e d t o p r o m o t e and m a r k e t t h e a r e s .

R a t h e r B r o a d w a y ' s s i g n i f i c a n c e l i e s i n t h e m a s s i n g o f s i m i l a r t y p e s o f

b u i l d i n g s a l o n g a n i n t e r e s t i n g s t r e e t p a t t e r n ; t h e h i s t o r i c n a t u r e o f t h e a r e a

l e n d s f u r t h e r w e i g h t t o i f s i d e n t i t y . I t i n t h i s c o m b i n a t i o n o f h i s t o r i c

v a l u e , i n t e r e s t i n g b u i l d i n g s , and v a r i e d t o p o g r a p h y t h a t makes Broadway such a

u n i q u e r e t a i l a r e a w i t h such s i g n i f i c a n t p o t e n t i s l .

3 .3 .2 The S t r e e t

E s s e n t i a l l y , b y " t h e s t r e e t ' we a r e r e f e r r i n g t o t h e p u b l i c

a r e a s u i t h i n Broadway, t h e s t r e e t i t s e l f , t h e s i d e w a l k s and p u b l i c a r e a s

a b u t t i n g t h e s l d e w a l k s . Our i n t e r v i e w s and o u r own assessrnent o f t h e s t r e e t

r e v e a l e d a number o f o p p o r t u n i t i e s t o enhance t h e image and c h a r a c t e r o f t h e

a r e a . T h e i e i n c l u d e t h e f o l l o w i n g :

- d e v e l o p L i n k a g e s t o o t h e r a r e a s a d j a c e n t t o Broadway <e.g., a u a l k w a y c o n n e c t i n g Broadway t o t h e V a l l e y M a l 1 p a r k i n g l o t ) ;

- r e p a i r s i d e u a l k s ( p e r h a p s u s i n g i n t e r t o c k i n g b r i c k u h e r e a p p r o p r i a t e ) ;

i m p r o v e t h e s i d e u a l k s u i t h s t r e e t f u r n i t u r e , p l a n t o r t r e e s , e t c . ;

- r e d u c e c l u t t e r e d l o o k o f t h e S t r e e t b y p u t t i n g o v e r h e a d u i r e s u n d e r g r o u n d o r t o t h e b a c k s o f b u i l d i n g s ;

- c l e a r s n o u o f f o f s i d e u a l k s a n d p e d e s t r i a n a r e a s r o o n e r a f t e r m a j o r s n o u f a l l s , t h a n i s c u r r e n t l y t h e p r a c t i c e ;

- d e v e l o p a g a t h e r i n g p l a c e f o r p e d e s t r i a n s somewhere i n t h e d o u n t o u n

( p e r h a p s t h i s i s mos t e f f e c t i v e l y done t h r o u g h a p e d e s t r i a n m a l l ) ;

- b e t t e r management o f v e h i c u l a r t r a f f i c d u r i n g peak h o u r s - t h i s c o u l d b e a c c o m p l i s h e d t h r o u g h e s t a b l i s h i n g s e t t i m e s ( o u t s i d e o f peak h o u r s ) f o r t h e L o a d i n g a n d u n l o a d i n g o f t r u c k s o n Broadway) .

I n a d d i t i o n t o t h e f o r e g o i n g , t h e r e u e r e a number o f c o n c e r n s

and i s s u e s r a i s e d u i t h r e s p e c t t o o n - s t r e e t p a r k i n g a n d p a r k i n g l o t s . The

i s s u e o f o n . s t r e e t p a r k i n g i n p a r t i c u l a r i s r e l e v a n t t o t h e o v e r a l l image o f

B r o a d u a y t h a t i s c r e a t e d v i e t h e s t r e e t s c a p e . The R e s o u r c e Team h e a r d a wide

v a r i e t v o f comments u i t h r e s p e c t t o t h e p a r k i n g and p a r k i n g r e g u l a t i o n i s s u e .

Some b u s i n e s s managers f e e l t h a t p a r k i n g m e t e r s s h o u l d be removed a l t o g e t h e r ;

o t h e r s f e e l t h a t t h e m e t e r s a r e t o o r i g i d l y e n f o r c e d and more L a t i t u d e needs

t o be g i v e n t o c u s t o m e r s uho p a r t beyond t h e a l l o t t e d t i m e ; s t i l l o t h e r s

b e l i e v e t h a t t h e m e t e r s s h o u l d s t a y i n p l a c e i n o r d e r t o p r e v e n t c u s t o m e r s

a n d f o r emp loyees f r o m o c c u p y i n g p a r k i n g s p o t s beyond t h e t i m e t h a t t h e y u o u l d

r e a s o n a b l y be e x p e c t e d t o shop.

S i m i l a r l y , ue h e a r d a u i d e v a r i e t y o f comments r e s p e c t i n g t h e

p a r k i n g L o t s . Some f e e l t h e r e a r e n o t enough spaces , o t h e r s f e e l t h a t p a r k i n g

i s a d e q u a t e b u t n o b o d y knows where i t i s , t h e r e f o r e b e t t e r d i r e c t i o n a l s i g n s

a r e r e q u i r e d .

P a r k i n g c o n c e r n s c a n b e l o o k e d a t i n t h r e e s r e a s : O a d e q u a c y o f

spaces , 2 ) e s s e o f a c c e s s t o spaces b y c a r s , and 3 ) c a s e o f a c c e s s b e t u e e n

p a r k i n g and shops f o r m o t o r i s t s on f o o t . R e s p e c t i n g t h e adequacy o f spaces.

t hough many i n t e r v i e w e d spoke o f t h e need t o i n c r e a s e p a r k i n g spaces

a v a i l a b l e , t h e Resou rce Team b e l i e v e s t h e g o a l s h o u l d be t o mate b e t t e r u s e o f

e x i s t i n g o r p o t e n t i a l spaces . l n c r e a s i n g t h e s i r e o r e f f e c t i v e n e s s o f t h e

e x i s t i n g m u n i c i p a l p a r k i n g l o t w i l l n o t a l l e v i a t e uany o f t h e c o i p l a i n t s made;

t h e k e y i s p e r c e i v e d ç l o s e n e s s o f p a r k i n g t o shops. T h i s s u g g e s t s t h e

f o l l o u i n g :

1 ) t h e need t o p u t g r e a t e r e f f o r t i n t o o r g a n i z a t i o n and a i g n p o s t i n g o f a v a i l a b l e m i n i - l o t s a l 1 a l o n s t h e S t r e e t , b e h i n d shops;

2 ) p e r h a p s t h e need t o f o r m a l l y c l u s t e r employee p a r k i n g on t h e m u n i c i p a l L o t t o f r e e up a l 1 a v a i l a b l e o n - s t r e e t p a r k i n g f o r cus tomers ;

3 ) f l e x i b l e en fo r cemen t o f p a r k i n g me te r r e s t r i c t i o n s (one i n t e r v i e w e e s u g g e s t e d a 1 5 m in . g r a c e p e r i o d , t o p r o v i d e t i m e t o s c o u t a r o u n d i n s t o r e s f o r change) ;

4 ) a b e t t e r p e d e s t r i a n L i n k ( p resumab l y s t a i r s ) t o t h e V a l l e y Ma l1 l o t a t t h e f o o t o f Broadway;

5 ) r e g u l a t e d h o u r s f o r p i c k - u p and d e l i v e r y v e h i c l e s ( t h i s i s s o m e t h i n g s t o r e o u n e r s c o u l d a c h i e v e by a g r e e i n g t o common l o a d i n g l d e l i v e r y h o u r s , a n d ' i n f o r m i n g t h e i r d r i v e r s and s u p p l i e r s ) .

P r o p o s a t s t o r e a l i g n e x i s t i n g p a r k i n g t o i n t r o d u c e s e c t i o n s o f

a n g l e - p a r k i n g a r e p r o b a b l y n o t u o r t h s u p p o r t i n g ; t h e n e t i n c r e a s e i n spaces

u o u l d be s m a l l w h i l e t h e i n c r e a s e i n t r a f f i c r i s k < c a r s b a c k i n g o u t o f spaces )

u o u l d L i k e l y be g r e a t .

Use o f t h e e x i s t i n g m u n i c i p a l l o t f o r v i s i t o r s and l o c a l s w o u l d

be i n c r e a s e d b y s y s t e m a t i c use o f s i g n s c l e a r l y i n d i c a t i n g t h e p r e s e n c e o f

p a r k i n g , and e n t r y and e x i t p o i n t s .

P e d e s t r i a n s o u t o f t h e i r c a r s nou compete w i t h c a r s i n f i n d i n g

t h e i r way t o Broadway s t o r e s ; a c l e a r l y d e l i n e a t e d p a t h m i g h t i m p r o v e t h e

q u a l i t y o f t h e p e d e s t r i a n e x p e r i e n c e and esse access t o s t o r e s .

These t h o u g h t s p r o v i d e a s p r i n g b o a r d f o r more t h o r o u g h and

d e f i n i t i v e assessment and a c t i o n on t h e p a r k i n g i s s u e , w h i c h t h e R e s o u r c e Team

f e e l s i s u a r r a n t e d .

3.3.3 The B u i l d i n g s

By t h e * b u i l d i n g s " , we r e f e r t o t h e p r i v a t e l y ouned p r o p e r t i e s

i n t h e Broadway a r e a , a n d t h e q u a l i t y o f t h e b u i l d i n g s on t h o s e p r o p e r t i e s .

n e r e s o l u t i o n s and a c t i o n s c a n n o t b c d i r e c t l y i n p o s c d b y t h e C i t y b u t r a t h e r

e n c o u r a g e d b y m u n i c i p a l s t a f f and o t h e r s such es t h e M a i n S t r e e t programme.

U l t i m a t e l y though , i t i s up t o i n d i v i d u e l p r o p e r t y o u n e r s w o r k i n g s e p a r a t e l y

o r c o l l e c t i v e l y t o i m p r o v e t h e i r p r o p e r t i e s .

The R e s o u r c e Team f e l t t h a t t h e r e was t r e n e n d o u s p o t e n t i a l i n

i n p r o v i n g i n d i v i d u a l p r o p e r t i e s on Broadway. T h e r e a r e a v a r i e t y o f

t e c h n i q u e s t o u p g r a d i n g b u i l d i n g f a c a d e s and a p p e a r a n c e s , f r o m t h e u s e o f

c o m p l i m e n t a r y c o l o u r s i n p a i n t s t o more e f f e c t i v e w i n d o u d e s i g n s t o t h e u s e o f

a w n i n g s and c a n o p i e s , t h e i n s t a l l a t i o n o f more e f f e c t i v e and a t t r a c t i v e

L i g n a g e , t h e u p g r a d i n g o f f a c a d e s i n such a manner t o be c o m p a t i b l e w i t h

a d j a c e n t p r o p e r t i e s , e t c . A l 1 o f t h e s e r e p r e s e n t p o t e n t i a l s o l u t i o n s t o

u p g r a d i n g p r o p e r t i e s .

A c r i t i c a l a s p e c t o f e s t a b l i s h i n g a more a t t r a c t i v e s t r e e t s c a p e

u i t h r e s p e c t t o t h e b u i l d i n g s i n v o l v e d i s t o g e n e r e t e a sense o f p r i d e and

e n t h u s i a s m amongst b u i l d i n g owners, a n d p o s s i b l y r e n t e r s . I n t h i s r e g a r d , i t

i s n e c e s s a r y t h a t " d e m o n s t r a t i o n p r o j e c t s ' b e d e v e l o p e d f a i r l y s h o r t l y w i t h i n

t h e downtown. T h i s u i l l e n c o u r a g e ( o r shane) o t h e r p r o p e r t y owners i n t o d o i n g

s o m e t h i n g a b o u t t h e i r own i n d i v i d u a l p r o p e r t i e s and b u i l d i n g s .

The R e s o u r c e Team uas g r e a t l y e n c o u r a g e b y t h e f a c t t h a t o u r

i . n t e r v i e u s ( u h i c h u e r e h e l d b y n o means u i t h a l 1 p r o p e r t y o u n e r s i n t h e

Broadway P r o j e c t a r e s ) r e v e a l e d t h r e e t o f i v e p r o p e r t y o u n e r s uho u e r e

p r e p a r e d t o engage i n u p g r a d i n g p r o j e c t s t h i s Sumner u i t h t h e a d v i c e o f t h e

M a i n S t r e e t C o o r d i n a t o r . These c o n c r e t e and p o s i t i v e examp les s h o u l d s e r v e t o

d e m o n s t r a t e t o o t h e r a r e a b u s i n e s s e s t h a t B r o a d u a y i s i n d e e d o n a n u p u a r d

t r e n d . A l s o , i t s h o u l d s e r v e as t h e c a t a l y s t t o e n c o u r a g e o t h e r p r o p e r t y

o u n e r s t o i m p r o v e t h e i r o u n b u i l d i n g s . F i n a l l y , assuming t h a t t h e r o l e o f t h e

M a i n S t r e e t C o o r d i n a t o r i n t h e u p g r a d i n g p r o j e c t s i s made knoun, t h e p r o j e c t s

t h e n s e l v e s s h o u l d s e r v e as " a d v e r t i s e m e n t s ' as t o t h e e f f i c a c y o f t h e o v e r a l l

programme.

3 . 3 . 4 S t r e n q t h s and Ueaknesses

Based u p o n t h e f o r e g o i n g , a n d o u r i n t e r v i e u s u i t h a u i d e r a n g e

o f i n d i v i d u a l s , t h e R e s o u r c e Team has a s s e s s e d t h e s t r e n g t h s and u e a k n e s s e s o f

B r o a d u a y u i t h r e s p e c t t o d e s i g n - r e l a t e d i s s u e s t o be as f o l l o u s :

S t r e n s t h s

- u n i a u e and p a r t i c u l a r l y s t r o n g sense o f p l a c e and c h a r a c t e r t h a t d e r i v e s f r o m a number o f c o m p o s i t e e l e m e n t s : i t s t o p o g r a p h y and t h e c l e a r zona1 n a t u r e o f i t s o r g a n i z a t i o n - t h e West S t . a r e a f l o u i n g i n t o t h e d i s t i n c t i v e f r a m e houses o f T o u n s i t e , t h e u a r e h o u s e a r e a uedged i n t o t h e p l a i n b e t u e e n t h e Town H a l 1 a n d P a r k St., t h e Broadway s h o p p i n g a r e a , t h e m i l 1 a r e a and i t s l i n e a r u a t e r f r o n t , a n d

t h e f l a n k i n g h i l l s u i t h t h e i r m u l t i - c o l o u r e d h o u s e s

- e x i s t i n g b u i l d i n g s g e n e r a l l y a p p e a r t o b e s t r u c t u r a l l y r o u n d a n d i n good c o n d i t i o n

. e x i s t e n c e o f s e v e r a l p r o p e r t y o u n e r s ( 3 t o 5 ) uho h a v e i n d i c a t e d t h c i r u i l l i n g n e s s t o i m p r o v e t h e i r f a c a d e s t h i s Sumner

- a v a i l a b i l i t y o f d e v e l o p a b l e s p a c e s (e.g., l o t a c q u i r e d b y t h e C i t y , o r t h a t c o u l d b e a c q u i r e d b y t h e C i t y ) f o r v a r i o u s p u r p o s e s - p a r k i n g , n e u d e v e l o p m e n t , e t c .

Yeaknesses

- t h e e l e m e n t s o f C o r n e r B r o o k ' s u n i q u e i d e n t i t y a r e n o t r e c o g n i z e d t o any g r e a t d e g r e e b y l o c a l p e o p l e as h a v i n g any p a r t i c u l a r v a l u e

- g e n e r a l " r u n d o u n ' a p p e a r a n c e t o t h e e n t i r e B r o a d u a y a r e s u i t h r e s p e c t t o :

a ) p r i v a t e b u i l d i n g f a c a d e s b ) p u b l i c a r e a s - s i d e u a l k s i n p o o r c o n d i t i o n s , e t c

- l i m i t a t i o n s i n p o s e d b y h a r s h u i n t e r c o n d i t i o n s < e s p e c i a l L y s n o u Loads) on s t r e e t s c a p e i n p r o v e m e n t s t h a t a r e p o s s i b l e

- t a c t o f p e d e s t r i a n U L i n k a g e s " s u r r o u n d i n g a r e a s - e.g., V a l l e y W a l l

- d i v e r s i o n o f t r a f f i c n o r t h b o u n d on C a r i b o u Road, e a s t u a r d t o t h e V a l l e y W a l l , b y n o t a l l o u i n g a L e f t t u r n a t t h e i n t e r s e c t i o n

- l a c k o f ag reement u i t h r e s p e c t t o p a r k i n g - r e l a t e d i s s u e s :

- u h e t h e r o r n o t t o remove m e t e r e d p a r k i n g - t h e " e a g e r n e s s ' u i t h u h i c h p a r k i n g r e g u l a t i o n s a r e e n f o r c e d - t h e need f o r a d d i t i o n a l p a r k i n g spaces, e s p e c i a l l y i n t h e " e a s t

end" - an e f f e c t i v e p o l i c y g o v e r n i n g emp loyee p a r k i n g - a c c e s s i n t o p a r k i n g a r e a s

3 .3 .5 I s s u e s and P r i o r i t i e s

( D - 1 ) Weed t o make t h e a ~ ~ e a r a n c e o f i n d i v i d u a l b u s i n e s s e s more a ~ ~ e a l i n s J v e r v h i q h D r i o r i t v ) - A v i r t u a l l y unanimous f e e l i n g among t h e p r o p e r t y o u n e r s , b u s i n e s s managers a n d t h e R e s o u r c e Team members uns t h e s t r o n g need t o u p g r a d e t h e o v e r a l l a p p e a r a n c e o f t h e B r o a d u a y a r e a b y m a k i n g i n d i v i d u a l c o m m e r c i a l p r o p e r t i e s more a p p e a l i n g . A

u i d e v a r i e t y o f s u g g e s t i o n s u e r e p u t f o r t h a l o n g t h i s g e n e r a l theme i n c l u d i n g b e t t e r u i n d o u d i s p l a y s ( s e e i s s u e 1 - 4 ) . f a c a d e i m p r o v e m e n t s t h r o u g h p a i n t i n g . b e t t e r s i g n a g e , a u n i n g s , e t c .

(0 .2 ) Weed t o p r o v i d e i n d u c e m e n t s t o ~ r i v a t e ~ r o ~ e r t v o u n e r s a n d b u s i n e s s managers ( v e r v h i g h ~ r i o r i t v l - A need uas seen b y R e s o u r c e Team

members and most o f t h o s e i n t e r v i e u e d t o p r o v i d e a v a r i e t y o f i n d u c e n e n t s t o e n c o u r a g e b u s i n e s s e s t o u p g r a d e t h e i r p r o p e r t i e s . These i n d u c e m e n t s , once e s t a b l i s h e d , a l s o needed t o b e b e t t e r p r o m o t e d t o t h e b u s i n e s s commun i ty . The t y p e s o f e n c o u r a g e m e n t s e n v i s a g e d i n c l u d e s p e c i f i c h e l p and a d v i c e f r o m t h e M a i n S t r e e t C o o r d i n a t o r , r e c o g n i t i o n and a p p r e c i a t i o n e f f o r t s f r o m t h e C i t y (sec

i s s u e O - l b ) , p r o v i s i o n o f n o m i n a l f i n a n c l a l r e s o u r c e s b y e i t h e r t h e

C i t y o r t h e Broadway B u s i n e s s A s s o c i a t i o n t o p r o p e r t y o w n e r s u h o w i s h t o i n p r o v e t h e i r f a c a d e s , u t i l i z a t i o n o f 1ow.cost o r f r e e l a b o u r (e.g., summer employment p rog ranmes , commun i t y s e r v i c e w o r k ) , e t c .

( 0 - 3 ) C a ~ i t a t i z e u ~ o n t h e e x i s t i n n ~ h v s i c a l i d e n t i t v o f t h e Broadwav a r e a { v e r v h i g h D r i o r i t v ) - C o n p l e m e n t a r y t o t h e n e e d t o d e v e l o p a t h e m a t i c image f o r t h e downtown ( s e c i s s u e s M-2 a n d Y - 3 ) a s t r o n g n e e d was s e e n t o r e i n f o r c e and d e v e l o p t h e u n i q u e p h y s i c a l i d e n t i t y t o t h e d o w n t o u n a r e a . T h i s c o u l d b e a c c o n p l i s h e d t h r o u g h a v a r i e t y o f d e s i g n s o l u t i o n s i n c l u d i n g s t r e e t d e c o r a t i o n s ( s e c i s s u e M-9) , a d e l l n e a t i o n o f t h e Broadway a r e a t h r o u g h d i s t i n c t i v e s i g n a g e ( s e e i s s u e M-1) . m a r k i n g a r r i v a 1 a n d d e p a r t u r e p o i n t s w i t h s i g n s , o r b y f l o u e r beds as p l a n n e d t h i s s p r i n g f o r t h e u p p e r end o f t h e s t r e e t ( f l o u e r beds a r e a summer s o l u t i o n o n l y h o u e v e r ) . T h i s a p p r o a c h t o C o r n e r B r o o k ' s c h a r a c t e r , i n r e c o g n i z i n g t h e c o m p o s i t e n a t u r e o f i t s a p p e a l , s h o u l d r e c o g n i z e and work w i t h t h o s e p a r t i c u l a r a s s e t s o n Broadway w h i c h b u i l d t o g e t h e r t o c r e a t e i f s s p e c i a l f e e l - on, f o r example, t h e m i x e d p a t t e r n o f s e t - b o c k s , b u i l d i n g h e i g h t s , p a r a p e t p r o f i l e s and m a t e r i a l s p r e s e n t l y i n use. The c r e a t i o n o f a s e n s e o f p h y s i c a l i d e n t i t y comes w i t h h a v i n g a l 1 o f t h e s e d e s i g n i t e m s i n t e g r a t e d s o t h a t t h e y d i r e c t l y p o r t r a y t h e c h o s e n i d e n t i t y , o r i n d i r e c t l y s u p p o r t i t i n some way.

( 0 . 4 ) I m ~ r o v e d v e h i c u l a r t r a f f i c manaqement ( v e r v h i a h ~ r i o r i t v ) - A g a i n a v i r t u a l l y unan imous comment was t o i m p r o v e t h e management o f t r a f f i c t h r o u g h t h e downtown. T r a f f i c c o n c e r n s were f o c u s e d i n two a r e a s , t h e a p p a r e n t n e e d t o i m p r o v e flow ( o r speed) o f t r a f f i c t h r o u g h t h e a r e a and t h e a p p a r e n t need t o p r o v i d e e q u a l m o t o r i s t g~leês t o a l 1 o f Broadway ( i . e . . t h e d e s i r e t o p r o v i d e a l e f t t u r n o f f C a r i b o u Rd.). However, n o i n t e r v i e w s p r o v i d e d any s o u n d p r a c t i c a l r e a s o n s f o r l m p r o v i n g t h e speed o f t r a f f i c f l o w t h r o u g h t h e a r e a . F u r t h e r , i t i s t h e o p i n i o n o f t h e R e s o u r c e Team t h a t s p e e d i n g u p t h e t r a f f i c f l o u c o u l d w e l l reduce b u s i n e s s , as p e o p l e i n c a r s w i l l n o t as r e a d i l y be a b l e t o v i e w t h e s t o r e windows, n o t i c e a v a i l a b l e p a r k i n g s p a c e s , e t c .

Y i t h r e s p e c t t o t h e i s s u e o f access , t h e m a j o r c o n c e r n r e l a t e d t o t h e d e s i r e t o p r o v i d e a l e f t t u r n o f f C a r i b o u Rd. I n t h e v i e w o f t h e R e s o u r c e Team, t h o u g h , t h e a p p a r e n t b o o t l e n e c k a t C a r i b o u l H e r a l d l B r o a d u a y i s more a n a t t e r o f u n c l e a r l a n e m a r k i n g s and s i g h t d i f f i c u l t i e s a r o u n d t h e two c o r n e r b u i l d i n g s . The R e s o u r c e Team saw n o e v i d e n c e o f a c o n g e s t i o n p r o b l e m a t a l l ; i n Our v i e w , t h e s l i g h t m o t o r i n g d i f f i c u l t i e s n o t e d c a n e a s i l y b e a d d r e s s e d t h r o u g h c l a r i f y i n g l a n e d e s i g n a t i o n , and t r a f f i c s i g n a l s . The o f f - p r o p o s e d s o l u t i o n o f r e m o v i n g t h e P o p u l a r Shoe B u i l d i n g t o w i d e n t h e i n t e r s e c t i o n u o u l d , i n o u r v i e w , b e a n e g a t l v e s t e p , f o r t h e f o l l o w i n g r e a s o n s ; i t u o u l d : 1. s e r i o u s l y e r o d e some o f t h e c h a r a c t e r d e f i n i n g e l e n e n t s t h a t ma te Broadway what i t i s , a t i t s mos t i m p o r t a n t c o r n e r ; 2 . i n c r e a s e t h e r e a l a n d a p p a r e n t gap b e t w e e n t h e two s e c t i o n s o f Broadway, and 3. b y s p e e d i n o t r a f f i c t h r o u g h , r e d u c e b u s i n e s s o n Broadway.

O t h e r a s p e c t s s h o u l d be b o r n e i n m ind h e r e as w e l l , i n t e r m s o f i m p r o v i n g t r a f f i c management - f o r example, t h e i s s u e o f Load ing and u n l o a d i n g t r u c k s a t c e r t a i n h o u r s o n Broadway s h o u l d be examined ( see i s s u e M - 9 ) .

(0 .5 ) Adeauacv o f ~ a r k i n a t v e r v h i a h ~ r i o r i t v l . The re was a v i d e v a r i e t y o f comment h e a r d by t h e i l e sou rce Team r e g a r d i n g t h e adequacy o f p a r k i n g . U h l l e i n g e n e r a l m o r t p e o p l e f e l t t h a t t h e r e uas enough p a r k i n g i n t o t a l on t h e Broaduay a rea , many f e l t t h a t i t was i n c o n v e n i e n t l y l o c a t e d and t h a t t h e r e was i n a d e q u a t e d i r e c t i o n a l s i g n a g e s h o u i n g i t s l o c a t i o n . O t h e r s though , f e l t t h a t t h e p a r k i n g i i t u a t i o n was p e r f e c t l y adequa te and t h a t i f t h e s t o r e s were u p g r s d e d p e o p l e w o u l d be u i l l i n g t o wa l k a f u r t h e r d i s t a n c e t o p e t t h e r e . Ue have p r o v i d e d s o i e g u i d a n c e on t h e p a r k i n g i s s u e ( s e c s e c t i o n 3.3.2) - p o t e n t i e l s o l u t l o n i can be r e l a t i v e l y #ma l1 s c a l e and c o s t e f f e c t i v e .

( 0 - 6 ) P e d e s t r i a n e n v i r o n m e n t - d e v e l o ~ sense o f ride ( v e r v h i a h ~ r i o r i t v ) - A need uas sensed b y t h e Resource Team t o d e v e l o p a sense o f p r i d e and o u n e r s h i p i n t h e doun toun a rea . T h i s cornes n o t o n l y f r o m h a v i n g a p l e a s a n t p l a c e i n wh i ch p e d e i t r i a n s can s a f e l y and e n j o y a b l y u a l k , b u t a l s o i n a l l o w i n g some sense o f p a r t i c i p a t i o n i n t h e u p g r a d i n g and improvements p r o c e s s .

( D - 7 ) P e d e s t r i a n e n v i r o n m e n t - f u n c t i o n ( v e r y h i g h o r i o r i t v l - Aga in , a s t r o n g need was sensed b y t h e Resource Tean and b y t h o s e i n t e r v i e u e d , t h a t t h e p e d e s t r i a n e n v i r o n n e n t e s t a b l i s h e d o n Broaduay be e f f i c i e n t and s a f e . T h i s i s s u e has a v a r i e t y o f i m p l i c a t i o n s , f r o m e x a m i n i n g t h e q u a l i t y o f t h e s i d e w a l k s and r emov ing dangerous a r e a s t o a s s e s s i n g t h e p e d e s t r i a n f l o u p a t t e r n s a t i n t e r s e c t i o n s and e n s u r i n g t h a t p e d e s t r i a n and v e h i c u l a r t r a f f i c a r e e f f i c i e n t l y and s a f e l y h a n d l e d .

(D.8) P e d e s t r i a n e n v i r o n n e n t - d e v e l o ~ i n a a sense o f " f r i e n d l i n e s s ' ( v e r x h i q h o r i o r i t v ) - The essence o f t h i s i s s u e r e l a t e d t o mak ing t h e p e d e s t r i a n e n v i r o n n e n t an e n j o y a b l e one where p e o p l e f e l t c o m f o r t a b l e and ue lcome. T h i s i m p r e s s i o n o f cou rse , wou ld be c r e a t e d by a v i d e v a r i e t y o f n o n - d e s i g n e l e m e n t s such as t h e f r i e n d l i n e s s and d e g r e e o f s e r v i c e p r o v i d e d by b u s i n e s s owners. As u e l l though , t h e r e a r e p h y s i c a l d e s i g n e l emen ts t h a t can convey t h i s sense. such as c a f e s i n t h e summert ime and s e l e c t e d fo rms o f s t r e e t f u r n i t u r e t h a t c i t e r t o p e d e s t r i a n s needs such as benches, w a t e r f o u n t a i n s . t r e e s f o r shade, e t c . Of cou rse , t h e s e d e s i g n e l e m e n t s s h o u l d net be j u s t t h r o w n i n f o r t h e i r oun i a k e , b u t be p u t i n p l a c e because t h e y L o g i c a l l y r e s p o n d t o a d e f i n e d need on t h e p a r t o f u s e r s o f t h e doun toun .

3 . 4 COMMERCIAL AND ECOWOMIC DEVELOPWENT

3 . 4 . 1 C o n m u n i t v Economic Base

As p r e v i o u s l y m e n t i o n e d , C o r n e r B r o o k i s a r e a s o n a b l y u e l l

d i v e r s i f i e d c e n t r e . The f u n d a m e n t a l c o n p o n e n t s o f t h e economic b a s e o f t h e

c o n m u n i t y ( i . e . , i t s r e a e o n f o r e x i s t e n c e ) a r e as f o l l o w s :

- t h e p u l p a n d p a p e r n i 1 1 ( e m p l o y i n p a p p r o x i m a t e l y 6 0 0 ) t h e r e g i o n a t h o s p i t a l ( a m p l o y i n g r o u g h l y 1,000) - r e g i o n a l g o v e r n n e n t c e n t r e , s e r v i n g W e s t e r n Y e w f o u n d l a n d a n d L a b r a d o r - m a j o r d i s t r i b u t i o n c e n t r e f o r U e s t e r n Y e w f o u n d l i n d

I n a d d i t i o n , t h e r e a r e c e r t a i n a s p e c t s i n w h i c h t h e e c o n o n i c

b a s e i s f u r t h e r d i v e r s i f y i n g , p a r t i c u l a r l y i n t h e a r e a s o f :

- t o u r i s m d e v e l o p m e n t a n d p r o m o t i o n - g r o w i n g a v a i l a b i l i t y o f e d u c a t i o n a l s e r v i c e s - i n c r e a s i n g p r e d o m i n a n c e o f t h e p o r t

Thus, t h e C o r n e r B r o o k a r e a seems r e a s o n a b l y u e l l p o s i t i o n e d f o r

g r o u t h and d e v e l o p m e n t i n t h e f u t u r e . A t p r e s e n t , t h o u g h , t h e a r e a i s f a c i n p

a r e l e t i v e l y h i g h r a t e o f unemployment ( 2 2 % as o f J a n u a r y 1 9 8 8 ) . T h i s i s

o b v i o u s l y a n a t t e r o f c o n c e r n t o t h e commun i t y , and t h u s f u r t h e r j o b c r e a t i o n

and economic d i v e r s i f i c a t i o n i s seen, as i t s h o u l d be, t o b e a p r i o r i t y f o r

t h e C i t y .

Because o f i t s r e l a t i v e l y h i g h unemp loyment r a t e , t h e g r e a t e r

C o r n e r , B r o o k a r e a ( a r e g i o n r o u g h l y c o r r e s p o n d i n g t o t h e C M A - see S e c t i o n 3 .1

o f t h i s r e p o r t ) has been d e s i g n a t e d as e l i g i b l e f o r t h e Communi ty F u t u r e s

Program. ' T h i s programme, a d m i n i s t e r e d f e d e r a l l y u n d e r Canada Employment and

I m m i g r a t i o n , p r o v i d e s p o t e n t i a l f u n d i n g f o r ( p r i m a r i l y ) j o b c r e a t i o n

i n f a c t , a b u d g e t s u b m i s s i o n f o r t h i s programme i s c u r r e n t l y b e i n g p r e p a r e d

b y a c o n s u l t a n t t o t h e Communi ty F u t u r e s C o m m i t t e e r e p r e s e n t i n g t h e a r e a .

p r o j e c t s . P a r t o f t h e programme a l l o u s f u n d i n g f o r ' i n n o v a t i v e ' commun i ty

p r o j e c t s t h a t w l l l c r e a t e j o b s and b e n e f i t t h e sonmun i t y . The re n a y b e some

p o t e n t i a i t o t i c i n p r o j e c t s t h a t u i l l b e n e f i t t h e downtoun t o t h i s

programme. (No te , though , t h a t p r o j e c t s such as " s t r e e t i m p r o v e m e n t i ' n a y n o t

q u a l i f y as t h e y u i l l n o t d i r e c t l y c r e a t e j o b s a f t e r t h e c o n s t r u c t i o n phase. )

3 . 4 . 2 Dountown Rea l E s t a t e I n d i c a t o r s

' A t p r e s e n t , t h e r e a r e r e l a t i v e l y f e u v a c a n c i e s i n t h e Broadway

a res , as c o n p a r e d t o j u s t one y r a r ago, uhen t h e r e u e r e r e p o r t e d l y * s e v e r a l " .

The re i s a u i d e s p r e a d p e r c e p t i o n among b u s i n e s s managers and p o l i t i c i a n s a l i t e

t h a t t h e Broadway a r e s has " t u r n e d t h e c o r n e r n and shows s i g n s o f mak fng pood

p r o g r e s s i n t h e f u t u r e . T h i s t u r n a r o u n d i s a t t r i b u t e d t o e s s e n t i a l l y two

f a c t o r s :

1 ) a g e n e r a l l y - p e r c e i v e d u p t u r n i n t h e economy, and 2 ) t h e r e l a t i v e l y h i g h e r l e v e l o f i n t e r e s t and en thus i as rn e v i d e n t among

b u s i n e s s r e p r e s e n t a t i v e s r e g a r d i n g Broadway, i n p a r t due t o t h e M a i n S t r e e t programme b e i n g e s t a b l i s h e d .

S p e c i f i c q u a n t i t a t i v e i n f o r m a t i o n r e g a r d i n g t h e h e a l t h o f

Broadway f r o m a r e a l e s t a t e and i n v e s t m e n t s t a n d p o i n t i s n o t a v a i l a b l e , b u t i t

i s g e n e r a l l y b e l i e v e d t h a t t h e e s s e n t i a l s i g n a l s a t t h i s t i m e a r e p o s i t i v e .

3 .4 .3 C u r r e n t R e t a i l and S e r v i c e s M i x

The c u r r e n t d i s t r i b u t i o n o f r e t a i l and s e r v i c e space on Broadway

i s as f o t l o u s :

Space i n Space i n % Broadway T l o f A c t i v i t f T o t a l

( s q . f t . 1 ( s q . f t . )

Food S e r v i c e D e p a r t m e n t S t o r e Men 's C l o t h i n g U o i e n ' s C l o t h i n g Shoe S t o r e s F u r n i t u r e S t o r e s V a r i e t y l G e n e r a l S t o r e s D r u s S t o r e s S p e c i a l t y S t o r e s F a m i l y S t o r e s H a r d w a r e S t o r e s Books a n d S t s t i o n e r y J e u e l l e r y S t o r e s S p o r t l n g Goods S t o r e s P e r s o n a l Goods R e s t a u r a n t s M u s i c S t o r e s A u t o m o t i v e - R e l a t e d

T o t a l 1 8 0 , 7 7 1 1 , 0 2 6 , 2 2 7 17 .6%

P a r t i c u l a r s p e c i a l t y a r e a s f o r Broadway t h u s a r e :

- shoe s t o r e s )

f u r n i t u r e s t o r e s 1 a l 1 r e p r e s e n t i n g r e t a i l a c t i v i t i e s u h e r e - f a m i l y s t o r e s ) Broadway has h a l f o r more o f a l 1 r e t a i l - b o o k s end s t a t i o n e r y ) f l o o r s p a c e i n t h e r e g i o n - j e w e l l e r y )

U i t h r e s p e c t t o s e r v i c e , t h e r e i s r e l a t i v e l y L i t t l e p r o v i s i o n on

Broadway, as i s shown b y t h e f o l l o w i n g :

M e d i c a l d o c t o r s D e n t i s t V e t e r i n a r i a n s Lawyers A c c o u n t a n t s R e a l E s t a t e Companies I n s u r a n c e Agen t s T r a v e l Agency Y o t a r y P u b l i c P l a n n e r l l r c h i t e c t s F i n a n c i a l I n s t i t u t i o n s

Ma in S t r e e t P r o i e c t A rea C i t y

3.4.4 S t r e n a t h s and Yeaknesres

Based upon t h e f o r e g o i n g , as w e l l as o u r v a r i o u s i n t e r v i e w s and

m e e t i n g s , t h e Resource Team has assessed t h e s t r e n g t h s and weaknesses o f

Broadway t h e C i t y and t h e Region, f r om a commerc i a l and economic deve lopmen t

p e r s p e c t i v e as t h e f o l l o w i n g :

S t r e n s t h s

- r e a s o n a b l y w e l l d i v e r s i f i e d economy; good p o t e n t i e l f o r f u r t h e r d i v e r s i f i c a t i o n

- e l i g i b i l i t y o f r e g i o n f o r f u n d i n p unde r v a r i o u s gove rnmen tp rog rammes

g e n e r a l p e r c e p t i o n t h a t Broadway a r e a has " t u r n e d t h e c o r n e r ' and i s "coming back " - d e m o n s t r a t e d by Lou vacancy r a t e

d i v e r s i f i e d m ix o f r e t a i l a c t i v i t i e s on Broadway; u i t h s p e c i a l t i e s i n p a r t i c u l a r a r e a s

Yeaknesses

- r e l a t i v e l y h i g h unemployment t h r o u g h o u t t h e r e g i o n

- l a c k o f some r e t a i l a c t i v i t i e s i n t h e Broadway a r e a

- r e l a t i v e l a c k o f s e r v i c e s downtown

3 . 4 . 5 I s s u e s a n d P r i o r i t i e s

T h e r e were a v a r i e t y o f o p p o r t u n i t i e s m e n t i o n e d t o r e c r u i t

a d d i t i o n a l r e t a i l and s e r v i c e a c t i v i t i e s i n t o B roadway t o augment a n d e x t e n d

t h e a t t r a c t i v e n e s s o f t h e a rea . These i n c l u d e d t h e f o l l o w i n g :

C C - 1 ) More s o e c i a l t v shoos ( v e r v h i g h o r i o r i t v > - As o p p o s e d t o b o u t i q u e s , t h i s s u g g e s t i o n r e l a t e d t o a d d i t i o n a l s p e c i a l i z e d r e t a i l a c t i v i t i e s t h a t u o u l d p r o v i d e s e r v i c e s t o p r i m a r i l y a L o c a l m a r k e t .

CC-2) ~ i n h a u a l i t v r e s t a u r a n t ( h i p h p r i o r i t y )

( C - 3 ) D r u g s t o r e / m e d i c a l c l i n i c (medium p r i o r i t y )

( C - 4 ) F i s h e r m a n ' s m a r k e t (medium p r i o r i t v l

CC-5) T w e n t v - f o u r h o u r c o n v e n i e n c e s t o r e (medium p r i o r i t y )

( C - 6 ) F l e a m a r k e t ( L o u o r i o r i t v )

( C - 7 ) Summert ime c a f e s ( l o w p r i o r i t v l

I n a d d i t i o n t o t h e s e o p p o r t u n i t i e ç t o enhance t h e r e t a i l m i x f o r

t h e t o c a l a n d r e g i o n a l r e s i d e n t m a r k e t s t h e r e were a v a r i e t y o f s u g g e s t i o n s

p u t f o r t h r e l a t i n g t o t o u r i s t a t t r a c t i o n s and d e v e l o p m e n r , . a n d m a j o r

d e v e l o p m e n t s t h a t m i g h t be d e v e l o p e d i n o r a d j a c e n t t o t h e doun town. These

i n c l u d e d :

( C - 8 ) A t o u r i s t r e s t i n s s p o t ( h i a h o r i o r i t v ) - T h i s s u g g e s t i o n Mas f o r some k i n d o f t o u r i s t v i e u p o i n t on t h e space above t h e bus t e r m i n a l . T h i s a r e a m i g h t b e a good l o c a t i o n f o r a summer t ime c a f e as w e l l .

( C - 9 ) P e d e s t r i a n m a l 1 ( h i s h p r i o r i t v ) - T h i s s u g g e s t i o n u a s t o t r y o n a n e x p e r i m e n t a l b a s i s f o r ( s a y ) 2 weeks i n t h e summert ime, a p e d e s t r i a n m a l 1 o n a p o r t i o n o f Broadway. T h i s w o u l d n o t o n l y a t t r a c t l o c a l r e s i d e n t s , b u t c o u l d be p r o m o t e d as a t o u r i s t d r a w as w e l l . e s p e c i a l l y i f t i e d - i n u i t h e v e n t s and f e s t i v a l s .

( C - 1 0 ) C i t v o r r e g i o n a l museum (medium p r i o r i t v ) - The s t o r y o f t h e h i s t o r y a n d d e v e l o p m e n t o f C o r n e r B r o o k and t h e s u r r o u n d i n g r e g i o n i s i n d e e d , a f a s c i n a t i n g one and t h e r e was some comment i n t h e i n t e r v i e w s ( a n d t h i s was c e r t a i n l y f e l t b y R e s o u r c e Team menbers ) t h a t t h e r e was s o o d p o t e n t i a l t o d e v e l o p a museum t e l l i n g t h e s t o r y o f C o r n e r B r o o k . T h i s i s e s p e c i a l l y o p p o r t u n e i n l i g h t o f t h e f a c t t h a t n o s u c h museum e u r r e n t l y e x i s t s .

( C - 1 1 ) S a ~ t a i n Cook S h i u r e c r e a t i o n o r t r a i n r e l o c a t i o n C l o u ~ r i o r i t v l - The s u g g e s t i o n h e r e was t o e s t a b l i s h a n a t t r a c t i o n downtown t h a t w o u l d b r i n p t o u r i s t s i n t o t h e Broadway a r e a . S p e c i f i c s u g g e s t i o n s w e r e t o r e c r e a t e C a p t a i n Cook 's s h i p o n a f u l l - s i z e b a s i s t o b e L o c a t e d i n t h e C o r n e r B r o o k i i a r b o u r o r t o r e l o c a t e t h e t r a i n ( w h i c h h a s t h e a d v a n t a p e o f a c t u a l l y e x i s t i n c a t t h i s p o i n t i n t i m e - t h e s h i p o f c o u r e e d o e s n ' t ) somewhere downtown.

( C - 1 2 ) E n c o u r a g e m i l 1 t o u r s (Low ~ r i o r i t v ) - The s u g g e s t i o n h e r e was t h a t , a f t e r t h e n o d e r n i r a t i o n and c o n s t r u c t i o n p r o c e s s i s c o m p l e t e d a t t h e m i l l , t h a t t h e m i l l management b e e n c o u r a g e d t o r e i n i t i a t e m i I l t o u r s w h i c h c o u l d b e q u i t e a n a t t r a c t i v e t o u r i s n d e v e l o p m e n t .

CC-13) D e v e l o ~ f i s h i n g t o u r s c l o u ~ r i o r i t v ) - The v e r y a t t r a c t i v e t o u r i s m d e v e l o p m e n t was s e s n t o be t h e e s t a b l i s h m e n t o f f i s h i n p t o u r s t h a t w o u l d t a k e t o u r i s t s o u t t o t h e Bay o f I s l a n d s a r e a t o c a t c h sa lmon, h e r r i n g , e t c .

CC-14) Red and b r e a k f a s t C l o u u r i o r i t v ) - T h i s f o r m o f accommodat ion i s s e e n t o b e g r o u i n g a c r o s s Canada, and t h e encouragement o f more b e d a n d b r e a k f a s t i n C o r n e r B r o o k a n d r e g i o n was f e l t t o b e d e s i r a b l e .

Some a d d i t i o n a l s u g g e s t i o n s were mode r e s p e c t i n g m a j o r l a n d

d e v e l o p m e n t s i n t h e doun town, p r o b a b l y o n Land made a v a i l a b l e t h r o u g h

d e m o l i t i o n o f b u i l d i n g s o r i n b e h i n d e x i s t i n g b u i l d i n g s . The t w o m a j o r

s u g g e s t i o n s i n t h i s r e g a r d were:

( C - 1 5 ) O f f i c e l m i x e d use d e v e l o p m e n t ( L o u v r i o r i t v Z

( C - 1 6 ) R e s i d e n t i a l d e v e l o ~ m e n t C l o u p r i o r i t v )

- 38 -

4 . ACTION PLAY

4 . 1 RATIONALE F O R PHASES

A f t e r i d e n t i f y i n g and r a n k i n g t h e v a r i o u s i s s u e s and

o p p o r t u n i t i e s f a c i n g Broaduay, t h e l e s o u r c e 7eam d i s c u s s e d p o t e n t i a l a c t i o n s

t h a t t h e Ma in S t r e e t C o o r d i n a t o r and o t h e r c o n n u n i t y g roups and o r g a n i z a t i o n s

c o u l d u n d e r t a k e i n o r d e r t o h e l p d e v e l o p s o l u t i o n s . T h i s r e p o r t i d e n t i f i e s a

t h r e e - p h a s e d a c t i o n p l a n , encompassing t h e f o i l o w i n g t i n e p e r i o d s :

i I m n e d i a t e ' - f r om t h e p r e s e n t t i m e u n t i l t h e f a l l o f 1 9 8 8 ' S h o r t Term' - f r om t h e f a 1 1 o f 1 9 8 8 t o t h e i p r i n g o f 1 9 8 9 'Medium Term' - f r o m t h e s p r i n g o f 1 9 8 9 t o t h e s p r i n g o f 1 9 9 0

The L o g i c o f t h i s t h r e e - p h a s e d app roach i s as f o l l o w s .

R e c o g n i z i n g t h e c r i t i c a l need t o d e v e l o p e n t h u s i a s m and i n t e r e s t among t h e

b u s i n e s s e s w i t h i n t h e Ma in S t r e e t a r e s , t h e U i n m e d i a t e " a c t i o n s a r e l a r g e l y

d e v o t e d t o s h o u i n g d e m o n s t r a b l e p r o g r e s s and r e - i n i t i a t i n g c o n m u n i c a t i o n s w i t h

B roadway -a rea b u s i n e s s e s . The immed ia te o b l e c t i v e h e r e i s t o show t h e

b u s i n e s s communi ty t h a t t h e programme I s a c h i e v i n g r e s u l t s . ( T h i s o f c o u r s e ,

i S nOt t o Say t h a t n o t h i n g has been a c h i e v e d s i n c e September 1 9 8 7 , uhen t h e

Ma in S t r e e t p r o j e c t came t o Corner Brook . A t remendous amount has i n d e e d been

a c c o m p l i s h e d i n t e r m s o f g s i n i n g an a p p r e c i a t i o n o f t h e communi ty and b r i n g i n g

k e y g r o u p s and o r g a n i z a t i o n s "on boa rd " . The p rob lem, though , i s t h a t most o f

t h i s Wbehind t h e s c e n e s ' work has been i n v i s f b l e t o t h e t y p i c a l b u s i n e s s

p e r s o n who i s n o t a c t i v e l y p l u g g e d i n t o t h e i n i t i a t i v e o f t h e BBA, o r t o t h e

c 8 n u a l shoppe r i n t h e a r e s . )

A f t e r a g r e a t e r u n d e r s t a n d i n g o f t h e M a i n S t r e e t programme has

been f o s t e r e d , and v i s i b l e s i g n s o f u p g r a d i n g a r e a p p a r e n t on Broadway, t h e

s t r a t e g y p roposed wou ld nove i n t o t h e * s h o r t t e rmm phase, o c c u p y i n g

e s s e n t i a l l y t h e p e r i o d f a l l t o t h e r p r i n g o f 1989. Here, t h e ma lo r f o c u s i s

upon i m p r o v i n g and s t r e n g t h e n i n g r e l a t i o n s w i t h t h e C i t y and w i t h o t h e r p roups

and o r g a n i z a t i o n s . (Yere, f o r exanp le , i s where t h e p roposed approach o f

u s i n n 'ad h o c * c o n m i t t e e s wou ld be pursued, a f t e r t h e * immediate. phase t r e n d

d e v e l o p e d g r e a t e r i n t e r e s t and c n t h u s i a s m among Eroadway b u s i n e s s p e r r o n s . )

F i n a l l y , t h e med ium- te rm wou ld be d e v o t e d t o p u r s u i n g new

d i r e c t i o n s t h a t wou ld b e n e f i t t h e Broadway a rea . such as a r e c r u i t m e n t p l a n t o

encourage new t y p e s o f a c t i v i t i e s i n t h e area. ( O f cou rse , i f i n v e s t o r s o r

new b u s i n e s s owners app roach t h e B B A o r t h e C i t y before t h i s t i n e w i t h p l a n s

t o inveœt o r deve lop , t h e y would be welcomed. A l 1 we a r e s u g g e s t i n g h e r e i s

t h a t b e f o r e t h i s "medium t e r - ' t imef rame, t h e BBA s h o u l d n o t spend m a j o r

e f f o r t s p u r s u i n g a r e c r u i t m e n t s t r a t e g y . ) The raason f o r n o t engag ing i n

r e c r u i t m e n t a c t i v i t i e s e a r l i e r , i n o u r v i ew , i s t h a t t h e r e w i l l be a f a r

g r e a t e r chance o f success i f some o f t h e o t h e r b a s i c b u i l d i n g b l o c k s a r e p u t

i n p l a c e ( l i k e p h y s i c a l u p g r a d i n g , image deve lopment , e t c . ) p r i o r t o

r e c r u i t m e n t . T h e r e f o r e i t i s more e f f i c i e n t t o h o l d o f f on r e c r u i t m e n t

e f f o r t s u n t i l such t i m e as some o f t h e s e i n i t i a l a c t i v i t i e s a r e a c c o n p l i s h e d ;

t h i s M i l l max imize t h e chances f o r s u s c e t s .

The f o l l o w i n g c h a r t s r e l a t e each o f t h e i s s u e s and o p p o r t u n i t i e s

d i s c u s s e d i n t h e p r e v i o u s s e c t i o n t o s t r a t e g i c a c t i o n s w i t h i n t h e s e t h r e e

phases. Each phase i s d i s c u s s e d i n f u r t h e r d e t i i l i n t h e n e x t s e c t i o n s o f t h e

Resource Team r e p o r t .

CORRESPONDENCE CHART BETWEEN ISSllES AND ACTIONS

Immediate A c t i o n s ( p r e s e n t time t o F a l l , 1988)

S t r a t e g i c Act ion Recommended S p e c i f i c I s s u e s Addressed

(1) Undertake BBA-Main S t r e e t (0-4) deve lop g r e a t e r enthusiasm a t a l 1 l e v e l s communication program (0-2) f o s t e r h e t t e r unders tand ing of Coord ina to r s r o l e

(0-12) promote het t e r awareness of "improvement a s inves tment" phi losophy

(0-16) promote advantages of CO-operat ive a d v e r t i s i n g (M-4) encourage more e f f e c t i v e window d i s p l a y s (M-7) encourage more j o i n t a d v e r t i s i n g

Resource Team P r i o r i t y

- h i g h - h i g h - h i g h

- medium - h i g h - mediiim

( 2 ) Reorganize BBA and Board (0-1) expand Roard membership s t r u c t u r e (0-5) Board member r o t a t i o n p o l i c y

(0-15) change meeting venue (0-17) more f r e q u e n t meet ings

(0-9) expand R R A boundar ies

- v e r y h igh - h i g h - medium - medium - medium

( 3 ) Ensure v i s i b l e (D-1) need t o improve appearances of i n d i v i d u a l b u s i n e s s e s - v e r y h i g h improvements made t o (û-2) inducements t o p r i v a t e p r o p e r t y owners - v e r y h igh p r i v a t e p roper t les

( 4 ) Encourage v i s i b l e (M-1) d e l i n e a t e boundary a r e a through s ignage improvements t o p u b l i c (M-3) deve lop o r r e f i n e ways/ logo/s logan a r e a s (M-9) c r e a t e street d e c o r a t i o n s

(C-9) e s t a b l i s h p e d e s t r i a n mal1 (D-3) deve lop g r e a t e r s e n s e of p h y s i c a l i d e n t i t y

- v e r y h igh - h i g h - medium - h i g h - v e r y h igh

( 5 ) I n i t i a t e r e s e a r c h and ( - 6 ) under take on-going market r e s e a r c h end moni tor ing - high on-going moni tor ing

CORRESPONDENCE CHART BETWEEN ISSUES AND ACTIONS

Short-Term Actions (Fa11 1988 to Spring 1989)

IN ADDITION TO CONTINUING OR MONITORING THOSE ACTIVITIES OUTLINED IN THE "IMJ4EDIATE ACTIONS" PHASE, THIS PHASE WOULD INITIATE THE FOLLOWING:

Strategic Action. Recommended Specific Issues Addressed

(1) Develop ad-hoc committees (0-6) snow removal (drawi from general BBA (0-7) street c leaning membership) t O address (0-3) maintain regular communication with City specific issues (Coordinator)

(0-10) street loading (0-14) develop appreciation/recognition program

Resource Team Priority

- very h i ~ h - high - high - medium - medium

(2) Review parking (Il-4) improve vehicular access requirements and policies, (D-5) adequacy of parking and traffic flow. (0-11) ad hoc parking conmittee

- very high - very high - medium

(3) Encourage City to (D-6) pedestrian environment - sense of pride - very high undertake study of (D-7) pedestrian environment - functionfsafety - very high streetscape and pedestrian (D-8) pedestrian environment - "friendliness" - very high environment.

(4) More aggressive promotion (M-2) promote differences of Broadway - high of Broadway. (M-5) revive Old Fashion Days (or hold similar festival) - high

(M-8) develop a Rroadway brochure - medium (M-10) perhaps develop institutional advertising campaign - low

(5) Further solidification of (0-13) develop/continue regular communications vehicle - medium RBA membership. (D-18) perhaps develop forma1 husiness organization - low

CORRESPONDENCE CHART BETWEEN ISSlJRS AND ACTIONS

Medium-Term Act ions (Spr ing 1989 t o S p r i n g 1990)

IN ADDITION TO CONTINUING OR MONITORING THOSE ACTIVITIES OIITLJNED IN THE WREGOING PHASES, 7711s PHASE wouLn INITIATE THE FOLLOWING:

S t r a t e g i c Act ion Recommended

( 1 ) Under take rec ru i tment program.

S p e c i f i c I s s u e s Addressed

(C-1) more s p e c i a l t y shops (C-2) h i g h q u a l i t y r e s t a u r a n t (C-3) d rug s t o r e l m e d i c a l c l i n i c (C-4) f i she rmen ' s market (C-5) 24-hr. convenience s t o r e (C-6) f l e a market (C-7) summertime c a f e s

Resource Team P r i o r i t y

- v e r y h igh - very h i g h - h i g h - medium - medium - low - low

(2) E v a l u a t e b e n e f i t s of B I A (0-8) encourage e v o l u t i o n of BBA i n t o o r B I A ( i f e n a b l i n g l e g i s l a t i o n i n p lace )

- h i g h

(3) Develop p lan t o t a p (C-8) t o u r i s t r e s t i n g spo t tour i sm markets. (C-9) C i t y l r e g i o n a l museum

(C-10) Cap ta in Cook Sh ip r e c r e a t i o n (C-Il) m i l 1 t o u r s (C-12) f i s h i n g t o u r s (C-13) bed and b r e a k f a s t

- h i g h - medium - low - low - low - low

( 4 ) Re-evaluate demand f o r , ('2-15) mixed u s e l o f f i c e development and b e n e f i t s o f , ma jo r (C-16) r e s i d e n t i a l development development.

- low - Iow

4.2 IMMEDIATE A C T I O N S

Were we d i s c u s s a s e t o f s t r a t e p i c i n i t i a t i v e s t h a t s h o u l d b e

u n d e r t a k e n i m m e d i a t e l y ( i .e . , w i t h i n t h e p e r i o d o f t h e p r e s e n t t i m e t o t h e

f a 1 1 o f t h i s y e a r ) . T h e r e a r e f i v e m a j o r t h r u s t s t o t h e a c t i o n s p r o p o s e d .

These a r e o u t l i n e d b e l o u :

1 U n d e r t a k e BBA . M a i n S t r e e t C o m m u n i c a t i o n

The R e s o u r c e Team f e e l s t h e r e u o u l d b e t remendous b e n e f i t s i n u n d e r t a k i n g a r i g o r o u s v i s i t a t i o n p r o g r a m m e t o each p r o p e r t y owner a n d b u s i n e s s manager o n Broadway. T h i s u o u l d p r o v i d e a n o p p o r t u n i t y t o c o n v e y t o members a b e t t e r u n d e r s t a n d i n g o f t h e C o o r d i n a t o r s r o l e . i n c r e a s e d a u a r e n e s s o f t h e i m p r o v e m e n t s t h a t a r e b e i n g u n d e r t a k e n and o f t h e b e n e f i t s o f b u i l d i n g i m p r o v e m e n t s , as u e l l as t o d i s c u s s a number o f o t h e r m i n o r i s s u e s s u c h as t h e a d v a n t a g e s o f c o o p e r a t i v e a d v e r t i s i n g o r e f f e c t i v e j o i n t a d v e r t i s i n g . Ye f e e l t h i s u s a k e y component i n t h e d e v e l o p m e n t o f g r e a t e r e n t h u s i a s m and i n t e r e s t i n t h e M a i n S t r e e t programme. A l s o , as m e n t i o n e d i n i s s u e 0.4. t h e o p p o r t u n i t y s h o u l d b e t a k e n , i f p o s s i b l e , t o r e l o c a t e t h e M a i n S t r e e t o f f i c e t o a more " s t o r e f r o n t ' L o c a t i o n .

2 . R e o r g a n i z e BBA a n d B o a r d S t r u c t u r e

I n o r d e r t o d e m o n s t r a t e t h e w i l l i n g n e s s o f t h e B o a r d t o accommodate t h e needs and d e s i r e s o f members, t h e r e a r e a number o f a c t i o n s t h a t s h o u l d be u n d e r t a k e n w i t h r e s p e c t t o r e o r g a n i z i n g t h e way i n w h i c h t h e BBA and B o a r d f u n c t i o n . These i n c l u d e t h e i s s u e s t h a t were p r e v i o u s l y r a i s e d s u c h as e x p a n s i o n o f t h e B o a r d membersh ip , e s t a b l i s h i n g a r o t a t i o n p o l i c y f o r B o a r d members, e x p a n s i a n o f t h e b o u n d a r i e s o f t h e B B A , a change o f t h e f r e q u e n c y and venue f o r m e e t i n g s , e t c .

3 . E n s u r e V i s i b l e I m p r o v e m e n t s Made t o P r i v a t e P r o D e r t i e s

C l e a r l y i t i s c r i t i c a l t h a t i n t h e v e r y n e a r f u t u r e v i s i b l e and t a n g i b l e i m p r o v e m e n t s b e made t o some p r o p e r t i e s o n Broadway. T h i s u i l l d e m o n s t r a t e c o n c l u s i v e l y t h a t t h e M a i n S t r e e t programme i s h a v i n g a n i m p a c t . As w e l l , t h e examp les s e t b y p r o p e r t y owners d o i n g t h i s s h o u l d e n c o u r a g e a d j a c e n t p r o p e r t i e s a n d o t h e r b u s i n e s s e s o n t h e Broadway t o u p g r a d e t h e i r p r o p e r t i e s as w e l l . Ye u n d e r s t a n d b a s e d o n Our i n t e r v i e w s . t h a t t h e r e a r e some t h r e e t o f i v e p r o p e r t y owners a t t h e moment u h o a r e g o i n g t o b e p u r s u i n g sone f o r m o f u p g r a d i n g o v e r t h e Sumner; t h e C o o r d i n a t o r s h o u l d e n s u r e t h a t h e mee ts w i t h t h e s e p r o p e r t y owners as r e q u i r e d t o e n s u r e t h e s e i m p r o v e m e n t s .

4. E n c o u r a g e V i s i b l e ImDrovements t o P u b l i c A r e a s

A g a i n , t o d e m o n s t r a t e t o b u s i n e s s e s i n t h e BBA, as w e l l as v i s i t o r s a n d s h o p p e r s t o t h e a r e a , t h a t p o s i t i v e changes a r e b e i n g e f f e c t e d , t h e r e s h o u l d b e v i s i b l e i m p r o v e m e n t s t o some o f t h e p u b l i c a r e a s a s w e l l . O b v i o u s l y w i t h i n t h e t i m e f r a m e o f t h e I n m e d i a t e A c t i o n s phase, i t w i l l b e i m p o s s i b l e t o u n d e r t a k e m a j o r s t r u c t u r a l i m p r o v e m e n t s s u c h as s i d e u a l k r e p a i r s , e t c . T h e r e c a n be, t h o u g h , a v a r i e t y o f " c o s m e t i c i m p r o v e m e n t s * t h a t c o u l d b e r e l a t i v e l y e a s i l y a n d c o s t - e f f e c t i v e l y done; t h e s e i n c l u d e t h e d e l i n c a t i o n o f t h e Broadway a r e a t o some f o r a o f d i s t i n c t i v e s i g n a n e ( w h i c h we f e e l t o b e a v e r y h i g h p r i o r i t y ) , t h e c r e a t i o n o f S t r e e t d e c o r a t i o n s s u c h a s b a n n e r s , . t h e d e v e l o p m e n t o f a n i m a g e l l o g o l i l o g a n f o r t h e a rea , e t c . A l s o , we f e e l t h a t t h i s i s a v e r y o p p o r t u n e t i m e t o t r y t h e p e d e s t r i a n m a l 1 c o n c e p t o n a s e c t i o n o f Broadway, o n a n e x p e r i m e n t a l b a s i s . T h i s i n i t i a t i v e w i l l c e r t a i n l y s e r v e t o i n c r e a s e p u b l i c a u a r e n e s s a n d d e m o n s t r a t e t h a t s o m e t h i n g i n n o v a t i v e a n d i n t e r e s t i n g i s b e i n p t r i e d .

C l e a r l y t h e M a i n S t r e e t C o o r d i n a t o r w i l l n e e d t o work v e r y c l o s e l y w i t h t h e C i t y i n a l 1 o r mos t o f t h e s e a r e a s . Ue u o u l d a n t i c i p a t e t h e D e p a r t m e n t o f Economic Deve lopment b e i n g i n v o l v e d i n s e v e r a l o f t h e s e i n i t i a t i v e s .

5 . l n i t i a t e R e s e a r c h

A n o t h e r k e y a c t i v i t y we f e e l t h a t s h o u l d b e u n d e r t a k e n u i t h i n t h e i m m e d i a t e t i m e f r a m e i s t o b e g i n t o c o l l e c t r e l e v a n t m a r k e t r e s e a r c h d a t a r e l a t i n g t o t h e numbers and t y p e s o f s h o p p e r s a n d t o u r i s t s c o m i n g i n t o Broadway, t h e i r p e r c e p t i o n s o n t h e a r e a , e t c . T h i s i n f o r m a t i o n , once c o l l e c t e d s h o u l d b e d i s s e m i n a t e d t o b u s i n e s s e s i n t h e a r e a , a g a i n as a means o f d e m o n s t r a t i n g t h e c r e d i b i l i t y and u t i l i t y o f t h e m a i n S t r e e t programme. A g a i n , t h e r e may be some n e e d t o l i a i s e u i t h t h e C i t y i n t e r m s o f o b t a i n i n g r e s o u r c e s t o u n d e r t a k e t h e s e i n i t i a t i v e s .

4.3 S H O R T TERW A C T I O N S

From t h e p e r i o d o f f a 1 1 1 9 8 8 t o s p r i n g 1 9 8 9 t h e r e a r e a n

a d d i t i o n a l s e t o f s t r a t e g i c t h r u s t s t h a t we b e l i e v e s h o u l d b e p u r s u e d . These

a r e , o f c o u r s e , i n a d d i t i o n t o c o n t i n u i n g o r m o n i t o r i n g t h o s e a c t i v i t i e s

o u t l i n e d p r e v i o u s l y i n t h e " i m m e d i a t e a c t i o n s g phase. The s p e c i f i c s t r a t e g i c

t h r u s t s a d v o c a t e d a r e as f o l l o w s :

1 D e v c l o p Ad Hoc Commi t tees From G e n e r l l BBA M e m b e r s h i ~ . t o ~ d d r e s s S ~ e c i f i c I s s u e s

A t t h i s p o i n t i n t h e p l a n t h e r e u i l l have been d e v e l o p e d more

I n t e r e s t , e n t h u s i a s m and w i l l i n g n e s s t o p a r t i c i p a t e on t h e p a r t o f t h e p e n e r a l members w i t h i n t h e BBA. T h i s i s an o p p o r t u n e t i m e t o

h a r n c s s some o f t h o s e e n c r a i e s t o a d d r e s s s p e c i f i c i s s u e s t h a t have been i d e n t i f i e d a s b e i n g o f soncern . These i n c l u d e t h e p romp t and

e f f i c i e n t remova l o f snow, s t r e e t c l a a n i n p , t h e Load inp and u n l o a d i n g

o f v e h i c l e s o f f t h e ma in s t r e e t , t h e need t o d e v e l o p an a p p r e c i a t i o n r e c o g n i t i o n programme f o r b u s i n e s s oune rs t h a t have imp roved t h e i r p r o p e r t i e s , e t c . The ma in tenance o f r e g u l a r commun i ca t i ons u i t h t h e

C i t y i s a c r i t i c a l component t o t h e success o v e r a l l o f t h e M a i n S t r e e t programme.

2. R e v i e u P a r k i n g R e q u i r e m e n t r and

p o l i c i e s and T r a f f i c f l o u

As p r e v i o u s l y ment ioned , t h e r e i s a r i d e v a r i e t y o f o p i n i o n r e l a t i n g

t o t r a f f i c and p a r k i n g i s s u e s . A t t h i s p o i n t , t h e r e i s c e r t a i n l y no

consensus as t o t h e o b v i o u s s o l u t i o n s f o r t h e s e i s s u e s . The Resource

Team, though , has o f f e r e d s p e c i f i c s u g g e s t i o n s f o r p o t e n t i e l s o l u t i o n s t o t h e " p a r k i n g p rob lem" . The Ma in S t r e e t C o o r d i n a t o r s h o u l d be t o work w i t h t h e C i t y t o r e v i e u t h e s e s u g g e s t i o n s . The

p a r t i c i p a t i o n o f t h e BBA c o u l d t a k e p l a c e t h r o u g h an ad hoc c o m m i t t e e f o rmed s p e c i f i c a l l y t o d e a l w i t h t h i s i s s u e t s e e t h e p r e v i o u s s t r a t e g i c a c t i o n ) .

3 . Encourage C i t y t o U n d e r t a k e S tudy o f S t r e e t s c a p e and P e d e s t r i e n Env i r onmen t

S i m i l s r l y , i n ou r v i e u . s p e c i f i c e x p e r t i s e i s r e q u i r e d t o d e v e l o p a

p e d e s t r i a n t r a f f i c management and s t r e e t s c a p e p l a n f o r t h e downtoun .

Many o f t h e i s s u e s w e u n c o v e r e d r e l a t e d t o t h e need t o d e v e l o p an e f f i c i e n t and s a f e p e d e s t r i a n e n v i r o n n e n t c o n v e y i n g a sense o f p r i d e

and u e l c o m i n g t o r e s i d e n c e and v i s i t o r s . Aga in , o b v i o u s s o l u t i o n s

a r e n o t a p p a r e n t and we sugges t t h a t t h e r o l e o f t h e BBA and t h e Ma in S t r e e t C o o r d i n a t o r w i l l be t o u o r k w i t h t h e C i t y t o d e v e l o p an a p p r o p r i a t e p l a n o f a c t i o n .

4. More A g g r e s s i v e P r o m o t i o n o f B roadwar

A t t h i s p o i n t i n t h e deve lopment o f a p l a n o f a c t i o n , u e f e e l t h e

t i m e w i l l be r i g h t t o more a g g r e s s i v e l y p romo te Broadway t o " t h e o u t s i d e * . T h i s u o u l d e n t a i 1 a c l e a r a r t i c u l a t i o n o f t h e d i f f e r e n c e s

( i . e . , advan tages ) o f Broadway w i t h r e s p e c t t o o t h e r s h o p p l n g a r e a s

i n t h e a rea . P o s s i b i l i t i e s f o r more a g g r e s s i v e p r o m o t i o n w o u l d i n c l u d e t h e deve lopment o f a b r o c h u r e o u t l i n i n g t h e s e r v i c e s

a v a i l a b l e on Broadway and t h e d i s t r i b u t i o n o f same t o r e s i d e n t and

t o u r i s t m a r k e t s . O t h e r p o s s i b i l i t i e s i n c l u d e t h e deve lopment o f an

i n s t i t u t i o n a l a d v e r t i s i n g campaign. t h e r e v i v a l o f O l d - F a s h i o n e d Days ( o r a s i m i l a r t y p e o f f e s t i v a l ) t o a t t r a c t t o u r i s t s and p r o m o t e t h e Broadway a rea , e t c .

5 . F u r t h e r S o l i d i f i c a t i o n o f BBA Membershio

The e f f o r t s t h a t w i l l have been u n d e r t a k e n i n t h e i n m e d i a t e a c t i o n phase t o encou rage t h e e n t h u i i a s m and p a r t i c i p a t i o n o f members s h o u l d b e c o n t i n u e d i n t o t h e a h o r t - t e r m a c t i o n s phase. S p e c i f i c new i n i t i a t i v e s m i g h t i n c l u d e t h e deve lopment o f a r e g u l a r commun i ca t i ons v e h i c l e and t h e f o r m a l i z a t i o n o f t h e BBA as a n autonomous o r g a n i z a t i o n .

4.4 MEDIUM T E R M ACTIONS

T h i s phase c o v e r s t h e p e r i o d s p r i n g 1989 t o s p r i n g 1990. These

a c t i o n s c o n s i s t o f medium and l o n g e r t e r m a c t i o n s i d e n t i f i e d b y t h e Resou rce

Team. I n a d d i t i o n t o t h e s e i n i t i a t i v e s though , i t s h o u l d be b o r n e i n m i n d

t h a t u n d o u b t e d l y be tween nou and t h e s p r i n g o f 1989 o t h e r c o n c e r n s , i s s u e s and

o p p o r t u n i t i e s w i l l a r i s e t h a t w i l l need t o be d e a l t w i t h by t h e M a i n S t r e e t

C o o r d i n a t o r and t h e BBA. T h i s phase s h o u l d t h u s be c o n s i d e r e d as a b r o a d

i n d i c a t i o n o f d e s i r a b l e a reas t o pu r sue , b u i l d i n g upon t h e momentum

e s t a b l i s h e d i n t h e p r e v i o u s two phases. However, t h e r e w i L L be o t h e r

i n i t i a t i v e s t h a t s h o u l d be p u r s u e d as w e l l . I n a n u t s h e l l , t h e medium and

l o n g e r t e r m a c t i o n s h o u l d n o t be seen t o be " s e t i n S toneU b u t r a t h e r as b r o a d

d i r e c t i o n s f o r f u t u r e deve lopmen t .

S p e c i f i c s t r a t e a i c t h r u s t s recommended i n c l u d e t h e f o l l o w i n g :

1. U n d e r t a k e R e c r u i t m e n t Proaramme

A t t h i s p o i n t i n t h e s t r a t e g y a v a r i a t y o f improvements v i l 1 have been made i n t h e Broadway a r e a . O v e r a l l , i t w i l l be a more a t t r a c t i v e p l a c e t o i n v e s t and d e v e l o p a b u s i n e s s . T h i s i s t h e p o i n t a t wh i ch a r e c r u i t m e n t campaign may be most e f f e c t i v e . S p e c i f i c s u g g e s t i o n s f o r a d d i t i o n a l r e t a i l and s e r v i c e a c t i v i t i e s t h a t w o u l d mate sense on Broadway r e l a t e t o a v a r i e t y o f s p e c i a l t y shops and

s e r v i c e s t h a t c o u l d be deve loped . (By s p e c i a l t y we d o n o t meen ' h i gh end" b o u t i q u e s b u t r e t h e r a c t i v i t i e s t h e t s p e c l a l i z e i n c e r t a i n t y p e s o f commonly demended r e t e i l m e r c h e n d i s e and s e r v i c e s . ) The s p e c i f i c suggestions i n c l u d e d e h i g h q u a l l t y r e s t a u r a n t , d r u s s t o r e / m e d i c e l c l i n i c , f i s h e r m a n l s m a r k e t , 24.hour c o n v e n i e n t s t o r e , f t e a m e r k e t , end summert ime c a f e s . Of course , be tween now and 1989 when t h i s r e c r u i t m e n t programme s e t underway, t h c r e may w e l l ( e n d p r o b a b l y w i l l ) be e d d i t i o n a l s u g g e s t i o n s d e v e l o p e d . ' The Y a i n S t r e e t C o o r d i n e t o r s h o u l d , o f course , be c o g n i x e n t o f e l 1 such o p p o r t u n i t i e s .

2. E v e l u a t e B e n e f i t s o f 8 1 1 < I f P o s s i b l e 1

A t t h i s p o i n t , i t may be p o s s i b l e t o d e v e l o p a B u s i n e s s Improvement A s s o c i a t i o n (B IA) , essuming e n a b l i n g l e g i s L a t i o n k a s been d e v e l o p e d b y t h a t t i m e ( u h i c h eppea rs l i k e l y ) . U i t h i n t h i s "medium t e r m * t ime f rame , ( a g a i n a f t e r more e n t h u s i a s m hes been g e n e r a t e d on t h e p a r t o f are. b u s i n e s s e s ) . i t mey be a p p r o p r i a t e t o i n v e s t i g e t e t h e d c v e l o p m e n t o f a f o r m a l I I1 f o r t h e Broadway are.. The l e s o u r c e Tcam sees t h i s as b e i n g a h i g h p r t o r i t y f o r t h a t t i m e .

3. D e v e l o ~ P l a n t o T ~ D T o u r i s t M a r k e t s

The re a r e a v a r i e t y o f o p p o r t u n i t i e s f o r t h e C i t y and R e g i o n t o more e f f e c t i v e l y e x p l o i t t h e t o u r i s t ma rke t . These e l s o pose o p p o r t u n i t i e s f o r Broadway t o encourage more t o u r i s t s t o come i n t o t h e a rea . A l t h o u g h t h i s s h o u l d n o t r e p r e s e n t a m a j o r p r i m a r y t h r u s t o n t h e p a r t o f t h e C o o r d i n a t o r , t h e r e s h o u l d be a c t i v e i n v o l v e m e n t w i t h t o u r i s m - o r i e n t e d g roups end a g e n c i e s w i t h i n t h e r e g i o n . ( A t

p r e s e n t t h e Economic Development Depa r tmen t i s pe rheps t h e o n l y L o c l l g r o u p c o n c e r n e d w i t h t o u r i s m p r o m o t i o n i t s e l f , b u t by 1989 t h e r e nay be a d d i t i o n a l such g roups t h a t have come i n t o e x i s t e n c e . ) S p e c i f i c o p p o r t u n i t i e s c h a t have been m e n t i o n e d d u r i n g t h e Resou rce Team assessment t h e t c o u l d be d e v e l o p e d i n c l u d e a t o u r i s t r e s t i n g s p o t o f some s o r t i n Broaduay ( f o r example, o n t o p o f t h e bus t e r m i n a l ) , a C i t y o r r e g i o n a l museum, e r e s t o r a t i o n o f C a p t e i n Cook 's s h i p wh i ch u o u l d be a m a j o r a t t r a c t i o n s i t t i n g i n t h e h a r b o u r , m i l l t o u r s . f i s h i n g t o u r s , a d d i t i o n a l bed and b r e a k f a s t o p p o r t u n i t i e s , e t c .

4 . R e - E v a l u a t e Demand For and B e n e f i t s o f Y a i o r D e v e l o ~ m e n t

A t p r e s e n t t h e Resource Tesm assessed t h e p o s s i b i l i t y o f m a j o r m i x e d u s e o r r e s i d e n t i a l deve lopment i n o r a d j a c e n t t o Broadway as a Low p r i o r i t y . T h i s e v a l u e t i o n , however , s h o u l d be r e s s s e s s e d e t t h e b e g i n n i n g o f t h e medium t e r m phase as t h e r e n a y be new i n v e s t o r i n t e r e s t e x p r e s s e d i n t h e e r e a as e r e s u l t o f t h e p o s i t i v e deve lopmen ts t h a t wou ld have been a c h l e v e d t h u s f a r .

4 .5 CoYCLUsIOW

C o r n e r B r o o k i s a commun i t y w i t h s i g n i f i c a n t a a s e t s f a c i n g

s i g n i f i c a n t c h a l l e n g e s . The k e y s t r a t e p i c a c t i o n s c o n t a i n e d i n t h e p l a n

o u t l i n e d a b o v e w i i l h e l p Channe l t h e i n t e r e s t and e n t h u s i a s m f o r d e v e l o p m e n t

o n Broadway t h a t t h e R e s o u r c e Tean d i s c c r n e d i n i t s i n t e r v i e w s , i n t o c o n c r e t e

and e f f e c t i v e a c t i o n . I t i s e v i d e n t t h a t t h c r e e x i s t s a s t r o n g d e s i r e t o

s u c c e e d u i t h i n t h e C i t y a n d t h a t n a n y o f t h e r e q u i r e d s k i l l s a r e a v a i l a b l e

f r o m w i t h i n . As w e l l t h o u g h , o u t s i d e h e l p f r o m t h e C i t y as w e l l as t o s o n e

e x t e n t e x p e r t i s e f r o n e l s e u h e r e , w i l l b e c r i t i c a l t o t h e i u c c e s s o f t h e p l a n

o u t l i n e d h e r e .

s i n c e t h e e s t a b l i s h m e n t o f t h e M a i n S t r e e t programme, Broadway

a p p e a r s t o b e h e a d i n g i n a n u p u a r d d i r e c t i o n . The R e s o u r c e Team i s c o n f i d e n t

t h a t t h i s c o u r s e c a n be a c c e l e r a t e d t h r o u g h t h e i m p l e m e n t a t i o n o f t h i s p l a n o f

a c t i o n .