Transit Riders Guide to Economic Development 2010 Edition


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Vancouver Island Economic Alliance VIEA: This presentation was made as a pre-Summit Workshop at the State of the Island Economic Summit held October 25th 2010, Nanaimo, Vancouver Island, British Columbia, Canada. Presented by

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  • Welcome to Economic Development on Vancouver Island.
    Our goal today is to answer the following questions:
    Who is involved in Economic Development and what do they want to happen;
    What people are working on and what they hope to achieve by doing so;
    Where we find economic developers and their customers;
    Why they chose the course and pathways to achieving ends; and;
    When they expect to get there.

  • Geilakesla. I bring you greetings from my Laichkwiltach speaking families of the WeiWaiKum, WeiWaiKai and KwakWila families on the North Island. I would like to acknowledge the snuneymuxw nation of huliqumaynum speakers in which we are located today. And my sincere thanks to Ms Cori Lynn Germiquet, President and CEO of VIEA and Mr. Rick Roberts Chairman of the Board of Directors for allowing me to share my view of economic development.
  • The actual name of this session is the Transit Riders Guide to Economic Development. I was told if I used this title, no one would attend.
    Patrick Nelson Marshall BES SURP UWaterloo Founder & Economic Developer Capital EDC Economic Development Company 4341 Shelbourne Street Canada’s Remembrance Road Victoria, British Columbia CANADA V8N3G4
    mobile: cellphone: +1 250 507-4500 email to:
  • We have an exciting program designed to assist you in understanding the value of economic development and what its doing on Vancouver Island. We are very fortunate to have with us today:

    Cheryl Mclay Regional Manager Province of British Columbia Rural Secretariat Nanaimo

    Ken Stratford Chief Entrepreneur Business Victoria Douglas & Broughton

    Cathy Roberston General Manager Community Futures Cowichan Duncan

    Colleen Evans Executive Director Campbell River & District Chamber of Commerce Campbell River

    Patrick Deakin Economic Development Manager City of Port Alberni

    Arnold Harasymchuk Vice President Canada Asia Business Network Richmond | Comox Valley
  • Our Sponsor today is Island Radio, including
    The Wave, The Wolf, The Eagle, The Beach, the Peak and my personal favourite, the Lounge. This outfit is led by my favourIte radio sales manager, Mr. Richard Skinner. This is a man that gets sales, and gets the significance economic development can play for his business. I worked on his original CRTC application and helped the business understand the value of our local community.
  • I am pleased to speak for Capital EDC Economic Development Company, taking economic development to where the people are. This is my first appearance as the founder and economic developer for Capital EDC and we are looking for your business.

    I would also like to take a moment to acknowledge my cousin Col. David Dallas Marshall who is serving with the men and women of the Canadian Armed Forces in Kabul, Afghanistan. As you know, Vancouver Island hosts a number of Canadian Armed Forces personnel and I would like to acknowledge their service to our country and the sacrifices their families make..
  • This is also the launch of BLUEPLANT Value Management System, a tool for communities, school districts, health administration, governments and business to use to certify and demonstrate the status and progress in achieving their values. This was developed in response to those infernal ranking systems that make no particular sense and compare apples to oranges.

    I would also dedicate this product to Mr. Joseph A. Montomery EcD[F] CED[FM] who is known affectionately as “Joe the EDO” back in Ontario.
  • Our session today is broken into 4 distinct Acts. The prelude, is an accounting of my personal journey. It sets the context for Acts I through III.

    Act I is entitled Metrics, a case study of how Metrics are determined in one instance.

    Act II is entitled Form. In this Act we will explore a number of factors that define the form of economic development and as we know, form follows function.

    Act III is entitled Change. In this Act, we will define some of the factors contributing to how economic development is changing.

    We will have a brief networking Interlude before moving onto our final Act of the day.

    Act IV is the Panel. Each panelist will introduce themselves, how they conduct economic development and we will have a discussion on where people are taking economic development on Vancouver Island next.
  • A new study published in the journal Behavior and Information Technology shows that it takes a scant twentieth of a second for Web surfers to make a decision about a site.

  • These judgments, made in a fraction of a second, matched those opinions formed after prolonged examination. More importantly, due to “halo effect,” these first impressions are difficult to change: if a site “looks” good at first glance, content is judged to be of a higher quality as well and people are more likely to continue visiting the site.
  • One twentieth of a second. They were surprised as they believed it would take at least 10 times longer to form an opinion.
    The study, published in the journal Behaviour and Information Technology, also suggests that first impressions have a lasting impact.
  • The Canadian team showed volunteers glimpses of websites, lasting for only 50 milliseconds.
    Thier colleagues believed it would be impossible to really see anything in less than 500 milliseconds Gitte Lindgaard, Carleton University
  • Economic Development is like a glimpse of an advertisement on a speedy subway or bullet train.
    There are many perspectives from the community. I heard that a narrative is defined as “ then this is what happened, and then, and then, and then”…
  • In contrast, a story has a point of view as in the Great Shouting Match

    483 - The Great European Shouting Match Frank Jacobs on October 5, 2010, 10:32 AM
    If Europe has one defining cultural characteristic, it is that it has none. This may sound like too neat a paradox, but it’s not that far from the truth. There is not a single state, language, religion or ethnicity that even comes close to dominating the continent as a whole - although at least one in each category at some point in history had the pretension to try
  • Europe, as seen by the Americans, shows just how different points of view of the same circumstance can be.
  • Just like my story. Arthur William was a wild colonial boy. This his dad beside him. He was a carriage driver and porter. Art, well he worked his way from servitude and visited me at University. He was one of my patrons and where my name originated.
  • Doreen Elizabeth was a nurse that took community very seriously. That’s her on the end fighting to stay awake on a panel that was discussing the theory that apartment dwellers brought down the value of single family homes and communities. I was raised in an apartment.
  • Tom Marshall, my father is a leader. I grew up around leaders in both the community and the Canadian Armed Forces. What I do today is fundamentally in my DNA and the rest is scar tissue that I will share with over the next hour.
  • I started as a student engineer at the City of North York in 1979. By 1983, I had completed a degree in Urban and Regional Planning at the University of Waterloo and was one of a handful that had a full time job to go to. I worked for Mel Lastman.
  • In 1985 I read the Company of Adventurers and Caesars of the Wilderness. Two books that got me excited about economic development for they tell of the origins of what we do in Canadian terms.

    The Hudson Bay company built towns around an industry starting in 1614 when York Factory was constructed by the Company and we haven’t stopped since.

    Thus the tradition of building towns around industry links back to the commonwealth and la francophonie.
  • 1624 was the beginning of economic development in Canadian terms, what some called building towns around industry, today, we find ourselves trying to build industry around towns as the founding industries have moved on.
  • Part way through the information age, I was so smug with my brand new 512K MAC and Laserwriter that were valued at the cost of three and a half of my Nissan Sentra’s.
  • I had it all. A huge budget, serving 17000 businesses and a population of 750,000, inside Canada’s largest Metropolitan Area.

    What a great way to start you career. By the way, it took 15 years to secure the $4 billion dollars for the Sheppard Subway line that no one uses.
  • So I came west, in my hand made Spadina suits and Florsheim shoes. Whatever.
  • In Campbell River, I was permitted to explore a wide array of strategies, tactics and developed many new relationships, like the Shi Mai Toshi that continues today with the City of Ishikari, a suburb of Sapporo.
  • At one point, I felt I was living Michael Keaton’s role as Hunt Stevenson in Ron Howards 1986 comedy Gung Ho.
  • Working with the Truck Loggers and focusing on a sales approach to economic development gave me the opportunity to co-found an Economic Development Corporation whose sole shareholder, was a municipality, separate and autonomous from local government, yet responsible in a way that many corporations are not.
  • One of the biggest challenges was creating a common platform that eliminated the sense of duplication that residents see between organizations they don’t belong to. We created the Enterprise Centre out of a former RCMP Detachment, complete with cells. All of us, rowing as one.
  • In fact, we believed in collaboration so much, we hosted the first session designed to spawn the Vancouver Island Economic Alliance in 2005.
  • It even got to the point that I had to appear before Council with a taxpayer on a file where Council was being pressured to close a business that was legally operating and compliant on the Campbell River. We won the battle, but lost the war. The business closed due to a bank decision to close a line of credit.
  • I started to understand that working as one community in amongst 3700 in Canada was not achieving the ends I wanted, so we started to group like minded communities, like when I took 13 Mayors to Norway,
  • 1996 was the worst year for Campbell River. So we created a to-do list and by 2007, I witnessed the completion of the last item, the WeiWaiKai Cruise Portal in Campbell River.
  • Just like Einstein says about doing the same thing and expecting different outcomes, I decided that it was time for me to move on.
  • I spent the last three years transforming an offshore oil and gas advocacy group into a business and economic development platform for people that support a clean, safe and secure Ocean and Marinespace economy. I continue today, retained to administer the organization and act as its economic developer.
  • The “Staples Thesis” is a theory of Canadian economic development. It was first proposed by W.A. Mackintish and later expanded by Harold Innis in the 1920s and 1930s.
    Innis argued that Canada developed as it did because of the nature of its staple commodities: raw materials, such as fish, fur, lumber, agricultural products and minerals, that were exported to Europe. This trading link cemented Canada's cultural links to Europe. The search for and exploitation of these staples led to the creation of institutions that defined the political culture of the nation and its regions.
    Innis argues that different staples led to the emergence of regional economies (and societies) within Canada.
    This fur trade was controlled by large firms, such as the Hudson's Bay Company and thus produced the much more centralized, business-oriented society that today characterizes Montreal and Toronto.

  • Recently, I heard this brilliant quotation from a Councillor form Lake Cowichan at the Union of BC Municipalities. Don’t get me wrong, he looked bright, but having searched it, I found it was from someone else. It characterizes what many believe to be the case in 2010.
  • So when I put it up on a white Board at a business clinic I go to, one of the coaches responded with this statement.

    I believe that economic development provides value for money for its taxpayers and shareholders.
  • The first of four Acts is appropriately entitled Metrics.
  • While leading Rivercorp in Campbell River, a resident, returning to the community demanded numbers.

    I called him at 9 am and asked to see him. Thank god I had the evidence to demonstrate the numbers. Two weeks later, the follow up Op Ed piece. He gave us an “A” rating for convertaing a hundred thousand dollar budget into millions. Not only because of that, but because I had the answers and thr provenance of files that I laid before him.

    This is the single biggest challenge economic developers have today.
  • And I beat it with these numbers.
  • In response to his point, the following week I placed this ad in the Vancouver Island Business Examiner.
  • Then, I developed this ad for the Mayor of the day, disclosing that Campbell River, a medium sized community, has been hand picked by my peers in the UK to receive a couple of distinctions.
  • This was our team. We also developed the first Medical Recruitment program for VIHA.
  • And developed the “Big” picture that I took around to every event possible. Because people get big pictures.
  • Our work was also recognized by that to this day, promotes Rivercorp’s Mission as a Best Practise.

    So in my experience, we have several metrics tied to economic development, but lets not forget that form follows function.
  • Community development seeks to empower individuals and groups of people by providing these groups with the skills they need to affect change in their own communities.
    These skills are often concentrated around building political power through the formation of large social groups working for a common agenda.
    Community developers must understand both how to work with individuals and how to affect communities' positions within the context of larger social institutions.
  • Economic Gardening is an entrepreneurial approach to economic development first pioneered in Littleton, Colorado in 1989. The focus is on creating a nurturing environment for growing local entrepreneurs rather than "hunting" or recruiting businesses from elsewhere. Littleton's approach is based on the three pillars of competitive information, physical and quality-of-life infrastructure, and connections among and between businesses and other community assets such as higher education, government programs, and business services providers.
    Littleton's approach has resulted in a 71 percent increase in employment and a tripling of sales tax revenues since 1989—a much higher rate than the region as a whole—while providing no incentives or tax breaks.
  • Community Economic Development (CED) is action by people locally to create economic opportunities and better social conditions, particularly for those who are most disadvantaged.
    CED is an approach that recognizes that economic, environmental and social challenges are interdependent, complex and ever-changing.
    To be effective, solutions must be rooted in local knowledge and led by community members. CED promotes holistic approaches, addressing individual, community and regional levels, recognizing that these levels are interconnected.
  • Many communities do not understand the value of economic development and what a
    professional economic developer does. It is sometimes thought that community growth will happen regardless so why invest in economic development. To say investment in economic development is of value because it brings revenue to communities does not give full credit to the profession. Economic development is about building healthy and sustainable economies
    and therefore having healthy and sustainable communities.
    Here are some of the ways that economic development helps communities:
    Increased Tax Base – the additional revenue profived by economic development supports,
    maintains and improves local infrastructure.
    Business Retention – up to 80%of job creation is from the existing business base. When
    economic development communities effectively with local business they are more likely to
    stay in the community and contribute to the economy.
    Economic Diversification – a diversificed economic base helps expand the local economy and
    reduces a community’s vulnerability and dependence on a single industry sector.
    Job Development – economic development provides better wages, benefits and opporutnites
    for advancement. It can help create a career path within the community.
    Self-sufficiency – a stronger economic base means public services are less dependent on
    intergovernmental influences and alliances, which can change with each election.
    Land Value and Use – land and property is used for its highest and best use to maximize its
    Recognition of Local Products and Services – successful economic development occurs when
    locally produced goods and services are consumer in the local market to a greater degree.
    Quality of Life – more local dollars and jobs increase economic stability for the entire
    community, including the overall standard of living for the residents.
  • Wynn Randall on Economic Development
  • Maslow’s Hierarchy of Needs
  • 5:51 Cheap Housing Qualicum Beach 339 Horne Lake Road. Vancouver Island, BC, Canada Do you think it is impossible to find somewhere that combines affordable living, a nice detached single family home and a beautiful lot? Think again. Here is the cheapest, recently-inspected house in the Parksville / Qualicum Beach area on Vancouver Island. Your real estate search for cheap land for sale on Vancouver Island is over. Where is Vancouver Island? Vancouver Island is situated on the south-west coast of British Columbia, Canada, and is the largest island on the west coast of Canada. Known for warm weather and an extremely high quality of life, Vancouver Island can be your new home soon. Raise your children, or retire, in a safe and friendly community on Vancouver Island. Phone: (250) 240-6333
  • Carl Gustav Jung inspired Meyers Briggs to define personality types, key when selling.
    In Snohomish County, the Blueprint 2015 partnership brings the economic development model to life. Teamwork is taking place and mutual support is yielding success. The figure below shows the various players involved with economic development in Snohomish County:
  • Richard Florida on 3 T’s of Economic Development
    The Three Rivers Community Roundtable (CRT) was created in April 2001. Its creation came from a series of three public meetings, involving 150 people, conducted during the preceding six months. Based on a similar community planning process conducted in the early 90's and the positive changes resulting from that effort, the theme of this more recent activity was to once again create a vision of our preferred future for the decade ahead. This time, however, the implementation of the plan would take a different form.
  • Chris Gibbons on Economic Gardening
  • Vallejo Chamber of Commerce
  • Policy Governance, or Results Governance has a direct link between the elected and the appointed. No steps in between.
  • Operational governance, like most municipal structures puts many steps between the elected and appointed. Too much competition if you want visible and responsible results. Remember, Transparency means being invisible, when in fact, they want you to see how decisions are made and what they really mean in responsible and accountable.
  • Here again, several places between the lead and the action.
    Worldwide Strategies, Inc. (WSI) is a woman-owned small business based in Boise, Idaho with a global clientele.

    Another perspective shows all orgs as outsiders, driven to a core.
  • This point of view clearly helps people see the steps involved in starting an enterprise.

  • In order to understand starting anything, we need to understand the gaps, and how people perceive what we do.
  • The OECD Centre for Entrepreneurship, SMEs and Local Development acts as a catalyst, increasing synergies between different areas of expertise, and raising the profile of OECD work on entrepreneurship.  It is charged with disseminating best practices on the design, implementation and evaluation of initiatives to promote entrepreneurship, SME growth and local economic and employment development.,3343,en_2649_34417_20741745_1_1_1_1,00.html
  • Five Categories of Operations
    OECD/Mountford D., “Organising for local development: the role of local development agencies. Summary Report”, 26-27 November 2009, working document, CFE/LEED, OECD, 82619.
  • 8 forms of Practise
    OECD/Mountford D., “Organising for local development: the role of local development agencies. Summary Report”, 26-27 November 2009, working document, CFE/LEED, OECD, 82619.
  • Global sized Budgets but there are lessons to be learned in scalable approaches
    OECD/Mountford D., “Organising for local development: the role of local development agencies. Summary Report”, 26-27 November 2009, working document, CFE/LEED, OECD, 82619.
  • Citizens have unbridled expectations for economic development and the people that authorize investments don’t educate people on the realistic outcomes of efforts.
  • I sent several requests for Economic Development 101 Definitions to institutions in North American. Sadly, I received only one response from a mobile, I think it was from an intern on holidays.
  • Survey’s indicate that the majority of organizations are using tactics that are less than 40% successful.
  • The sales process is clear and takes 6 steps to get to an outcome. Most funders of economic development do not understand this process.
  • Today, there are huge expectations linked to the use of social media. In some circles, social media is considered dead as people are just talker and no one in particular is listening.
  • The sales funnel is critical to any form of economic development.
  • This is a Sales Funnel using actual figures for the first six years of Rivercorp in Campbell River.
  • 1995: Rand Corp research indicates doubling global info
    every 9 months (vs. 50 years (about 100 years ago)).
    2004: University of California, Berkeley research indicates
    global info production @ 5 Exabytes (Exabyte=1 Billion GB).
    2007: IDC research indicated information production
    on the planet = 40 Exabytes in 2006.
    Note: 2004-2006=36 months=info doubling 3 times every 9-12 months depending on cut-off points. IDC noted if we included reproducing information, 2006 would be 160 Exabytes (4X).
    Interactive Data Corp. formed 1968: leading market data
    University of California Berkeley Campus formed 1866
    RAND Corporation formed 1948
  • Conclusion:
    3 highly regarded, well-financed organizations conducting separate & extensive market studies say we’ve been approximately doubling info on the planet every 9 months for at least 12 years
    1995 was a phenomenal year for the information sector on the stock market.
    Market values had been jumping since 1992.
    13 years @ 9 month cycles = 17 information “years.”
    If total information produced in 1995 = 1 unit of information
    We are producing 65000 times as much information in 2008
  • Time to 50 million: 30 years in 1910 *BUT* 3 years by 2005 meaning automated production fills a market in 3 years
    1995-1997: Survey of 250 technology suppliers indicated
    (average) 36 months as shelf life of product design.
    1998: Health Canada estimates that we will double all the medical technology on the planet in the next 5 years
    2006: Statistics Canada released figures indicating average
    term of a career or employment was 4 years
    2007: U.S. Department of Labor released figures indicating
    average term of a career or employment was 2 years
    Product/service market cycle = 36 months (on average) for past 15 years

  • Discovery, assessment and validation:
    There are four types of suspects that we want to convert into prospects.
    Connectors: Personally known & trusted others
    Thinkers: Credentialed authorities & evidence
    Achievers: Newspaper rules: 2 independent sources
    Starters: Pattern recognition
  • These are questions economic developers need to be aware of in order to present communities and opportunities to prospects.
  • Economic Development Capabilities
  • Capital EDC Scope of Services
  • Capital EDC Scope of Tactics
  • UK and Euro movement blows through sustainability, merges economic development with land use planning and creates “Place Making”.
  • Performance Metrics by operating area
  • Risk Management by the type of organization created by business or government.
  • In business Sales feeds all departments
  • In government it should be the same but because governments are focused on the elected and senior staff, it does not work the same way nor is it perceived this way. Those that understand this principle excel in thriving communities.
  • The evolution of Sales perspectives have resulted in changes to sales vocabulary and how we describe outcomes.
  • Value for Money Star
  • Brand is the most abused notion in economic development.
  • A different view of economic development

  • being stuck in a time warp by our largest trading partner. Its citizens don't see us as a high-tech, 21st century economy as we desire to be. Rather, Americans still see British Columbia through the old lens -- a hewer of wood and drawer of water. Slaves
  • Pre-existing positive relationship with campaign targets. Belief in our cause Respectful approach Strong allies (again pre-existing relations) Coalition commitment ($ where your mouth is) Patience Proper timing Credibility and depth (Macquarie Report) Realistic and tangible goals Willingness to declare victory (don’t make the perfect the enemy of the good) Don’t worry about taking credit—actually better to give it away The goal REALLY must be of benefit to all
  • Hi incidence of new people
  • Too many NGO’s, not enough owners
  • Skills sets in abundance and some key ones missing.
  • One key part of the economy missing on Vancouver Island: Ocean and Marinespace.
  • $11.6 billion dollars to BC’s GDP and 86,000 employed compared to less in all other sectors except Health Care which does not contribute to the bottom line, it eats it.
  • Mr. Obama is not the only world leader that knows that worrying is a form of prayer for things you do not want to happen.
  • Typical Approach
    Issue arises
    Membership becomes angry/indignant
    Association staff encouraged to ‘fight”
    Meetings with politicians/bureaucrats
    Outcome is unsatisfactory
    Association goes “public”
    Confrontation occurs
    Some wins…lots of losses…mostly draws.
  • Never give a bureaucrat a chance to say no.
    Don't fire all your ammunition at once.
    Don't get mad except on purpose.
    Effort is admirable. Achievement is valuable.
    Give 'em a title and get 'em involved.
    You can't beat a plan with no plan.
    Keep your eye on the main chance and don't stop to kick every barking dog.
    Don't make the perfect the enemy of the good.
    A stable movement requires a healthy, reciprocal I.O.U. flow among its participants. Don't keep a careful tally.
    The mind can absorb no more than the seat can endure.
    Personnel is policy.
    Remember it's a long ball game.
    You can't beat somebody with nobody.
    Don't rely on being given anything you don't ask for.
    In politics, nothing moves unless pushed.
    Winners aren't perfect. They made fewer mistakes than their rivals.
    One big reason is better than many little reasons.
    In moments of crisis, the initiative passes to those who are best prepared.
  • Tips from a winner.
  • 2:47 Vancouver Island by Kyle Thomas

    A short video from one day of our trip. We took the ferry to Vancouver island for the day. music: The Spinster's Almanac, by Christine Fellows
  • Maya Angelou
  • You now have 72 hours to “ACT” on the information that we shared today. I hope that you will call me for more information, direction and the opportunity to work for you or a friend.
    You also have 90 days to complete an ACT resulting from today’s session.
    I would now like to introduce Mr. Arnold Harasymchuk on behalf of VIEA>
  • Patrick Nelson Marshall BES SURP UWaterloo Founder & Economic Developer Capital EDC Economic Development Company
    4341 Shelbourne Street Canada’s Remembrance Road Victoria, British Columbia CANADA V8N3G4
    mobile: cellphone: +1 250 507-4500 email to:
  • Transit Riders Guide to Economic Development 2010 Edition

    1. 1. iich`uwuyul snuneymuxw hul'íqumi'ínum
    2. 2. Transit Riders Guide to Economic Development (commonly referred to as Economic Development 101)
    3. 3. Patrick Nelson Marshall Chief Economic Developer Capital EDC Economic Development Company Mount Douglas Cheryl Mclay Regional Manager Province of British Columbia Rural Secretariat Nanaimo Ken Stratford Chief Entrepreneur Business Victoria Douglas & Broughton Cathy Roberston General Manager Community Futures Cowichan Duncan Colleen Evans Executive Director Campbell River & District Chamber of Commerce Campbell River Patrick Deakin Economic Development Manager City of Port Alberni Arnold Harasymchuk Vice President Canada Asia Business Network Richmond | Comox Valley
    4. 4. Prelude | A Journey
    5. 5. US States Renamed For Countries With Similar GDPs
    6. 6. Europe as seen by the French
    7. 7. Europe as seen by the Americans
    8. 8. Arthur William Nelson aka “Patches” or “Paddy” Shankill Road Estates Belfast
    9. 9. Doreen Nelson Marshall RN (February 11th 1970) Social Planning Council Willowdale Public Library Ontario
    10. 10. L. Colonel Tom Marshall OMM CD (1975) Exercise Kincardine Ontario 25 Toronto Service Battalion Canadian Armed Forces Reserve
    11. 11. His Worship Mel Lastman City of North York Canadian Hi Tech Show Booth 1524 (circa 1984)
    12. 12. The Hudson Bay and North West Companies (circa 1614)
    13. 13. 1624 1944 1969 1983 1996 2008
    14. 14. MAC 512K Apple new technology City of North York Property & Economic Development Department (circa 1985)
    15. 15. “I Need it Now” Campaign City of North York Sheppard Subway Lobby $2 billion (circa 1985)
    16. 16. Into the “Aquazone” Campaign District of Campbell River Canada Place Booth 1700 (circa 1990)
    17. 17. His Worship Robert V. Ostler City of Ishikari, Hokkaido, Japan Honourary Citizen Induction Ceremony (circa 1991)
    18. 18. Ishikari Economic Development City of Ishikari, Hokkaido, Japan Matsuda Ken Home Builders (circa 1993)
    19. 19. Random Banners at Truck Loggers Canada Place Booth 2000 Pacific Coastal Airlines Owner Mr. Smith (circa 2001)
    20. 20. Confined Space Campbell River RCMP Building Collaboration (circa 2004)
    21. 21. Vancouver Island Regional Alliance Maritime Heritage Centre Campbell River Regional Conference on Collaboration (circa 2005)
    22. 22. City of Campbell River v. Ocean Blue Cedar Products Council Chambers British Columbia Job Protection Commission Agreement (circa 2006)
    23. 23. Patrick Nelson Marshall BES SURP UWaterloo Stavanger Lysefjordan Norway (circa 2006) Chef de Mission Pacific Mayors on a Mission
    24. 24. Wei’Wai’Kum Cruise Ship Terminal Inaugural Port Call Wei’Wai’Kum Discovery harbour Campbell River (June 2007)
    25. 25. Moving on Campbell River Courier Islander Recognition (June 2007)
    26. 26. Chief Executive Officer & Economic Developer OCEAN Industries British Columbia Coastal Connections Conference Richmond (October 2007)
    27. 27. Staples Thesis of Canadian Economic Development Rules of Order (circa 1920 and 1924 respectively)
    28. 28. I believe that the economy is a wholly owned subsidiary of the environment. Gaylord Anton Nelson (June 4, 1916 – July 3, 2005) was an American Democratic politician from Wisconsin. He was the principal founder of Earth Day.
    29. 29. The environment is a belief system wholly owned by the economy. David Bell (January 14th, 1947 - ) is a business coach for the self employment program delivered for ELMS at the Reger Group in Victoria.
    30. 30. ACT 1 | Metrics
    31. 31. 2,000 fte 147,000 sf $2 billion
    32. 32. Community Development
    33. 33. Economic Gardening
    34. 34. Community Economic Development
    35. 35. Economic Development
    36. 36. insert commercial for Mayor Gerry Furney’s new book entitled “Popcorn for Breakfast” call Munro’s Books at +1 250 382-2464
    37. 37. ACT 2 | Form
    38. 38. Wynn Randall Perception of Economic Developers
    39. 39. Cheap Home Qualicum beach A Realtors Perspective on Marketing
    40. 40. Richard Florida 3 T’s of Economic Development
    41. 41. Chris Gibbons 22 years of Economic Gardening
    42. 42. Operating
    43. 43. Policy
    44. 44. 25% probability = at least 1 contact with prospect, + there is a need 50% probability = a need, + they will buy within 12 months 75% probability = a need + they will buy within 12 months, + they have money in the budget to pay you 85% probability =all of the above, + you have eliminated the competition 95% probability = all of the above, + the key decision maker has agreed to buy from you 100% probability = all of the above + the order is in your hands, and accepted by you. 0% probability = no live contact
    45. 45. Cost of Goods Economic Development Budget ROI Cost of Service - $50,000 Annual Budget - $125,000 3 Staff x 260 days = 780 780 days = 6249 hours $20.00 hr. Total - $175,000 200 Contacts $875 per contact 66 Sales per year 6 years - $1.050 million 2,000 new FTE’s ~$30,000 each + $60 million payroll 147,000 sf ~$30 psf + $4.41 million construction 60 TIMES ROI
    46. 46. 1995 = 2x every 9 Months 2004 = 5 exabytes | 1 billion gb 2006 = 3x every 9 months 4x or 160 exabytes
    47. 47. 1995 = 1 unit of information 2008 = 65000 units
    48. 48. Product | Service market cycle = 36 months (on average) for past 15 years US Department of Labour
    49. 49. Do you feel you are (mostly) conscious of your beliefs about yourself & media in business? What do your beliefs mean to your customers? Are you testing your beliefs? What kind of information would be required (given your style) so you’d be ready to change what you were doing? How close to the edge do you need to be? What kind of leadership can you provide to your customers? What kind of customers? How do you consume, resolve then use information? How do you use information to convey value to the customer? How do you use information to create value for your business? Assuming customers behave like drivers, how do you deal with yourself and with them as effectively as possible? People like to feel “in control” because …?
    50. 50. Inside government high risk performance oriented low risk process oriented outside government EDO Inside Manager | Director Advisory Commission Council RD Board Mayor | Chair Econ Dev Society Task Force Econ Dev CorporationConsultant President | CEO Board Chair Directors Managers Staff
    51. 51. Production Sales Marketing Partnering Time Period Before 1930 1930 to 1960 1960 to 1990 After 1990 Objective Making sales Making sales Satisfying customer needs Building relationships Orientation Short-term seller needs Short-term seller needs Short-term seller needs Long-term customer and seller needs Role of Salesperson Provider Persuader Problem solver Value creator Activities of Salespeople Taking orders, delivering goods Aggressively convincing buyers to buy products Matching available offerings to buyer needs Creating new alternatives, matching buyer needs with seller cababilities
    52. 52. Return on Investment Leverage BrandRisk Time
    53. 53. Brand is: accountability adoption contentment education empowerment integrity interest knowledge love motivation ownership passion training values and is not a logo or slogan
    54. 54. TRAIT HOW A SALESPERSON THINKS HOW A BUYER THINKS Attitude Enthusiastic Probing Direction Pushing Information Pulling information Focus All about product All about themselves Timing Short term Long term Goal Solution provider Solution solver Orientation Feature/benefit Mutual benefit Results Driven Commission based ROI based Objective Value provider Value maker Next Step Contract signed Agreement reached
    55. 55. ACT 3 | Change
    56. 56. The Last Advertising Agency on Earth Flash in the Can CANADA
    57. 57. “All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.” Sun Tzu
    58. 58. By Miro Cernetig, Vancouver Sun columnist June 24, 2009 Asked about their perception of Vancouver and British Columbia, two out of three Americans described us as a vacation destination. That's a positive for the tourism industry. Not so good, however, for the other aspects of the B.C. economy we need to grow if we want to retain our vaunted lifestyle. In fact, we're regarded as being stuck in a time warp by our largest trading partner. Its citizens don't see us as a high-tech, 21st century economy as we desire to be. Rather, Americans still see British Columbia through the old lens -- a hewer of wood and drawer of water. The survey found 42 per cent of respondents thought of the province as "a source of raw materials for the U.S." Only 30 per cent saw us a leader in environmental industries, which the B.C. government sees as a future growth industry. Worse is our provincial logo, "the Best Place on Earth" -- which replaced "SuperNatural, B.C." a few years ago -- isn't catching on. Only 15 per cent of respondents in the survey identified with that new provincial brand. Taken in its entirety, it's bad news for British Columbia's branding strategy. The inhabitants of the biggest economy in the world -- who I guess reflect pretty much the same views of other foreigners -- see us as a great resort, a supplier of nature safaris and raw commodities.
    59. 59. Summit Registrants by Industry State of the Island Summit 2009 Victoria
    60. 60. Summit Registrants by Year with Employer State of the Island Summit 2009 Victoria
    61. 61. Summit Registrants by Size of Business State of the Island Summit 2009 Victoria
    62. 62. Skill Sets of Summit Registrants State of the Island Summit 2009 Victoria
    63. 63. Resource Extraction & Harvest Manufacturing & Processing Retail Service Commerce Government Non Government [NGO’s] Harvest it Make it Service it Regulate it Volunteer for it
    64. 64. Resource Extraction & Harvest Manufacturing & Processing Retail Service Commerce Government Non Government [NGO’s] Harvest it Make it Service it Regulate it Volunteer for it Capture Commercial Fisheries $364,000,000 Farmed Fisheries $336,000,000 Forestry & Logging $107,000,000 ___ Offshore Oil Scenario $94,830,000,000 Offshore Gas Scenario $42,140,000,000 Wind Energy Scenario $12,590,000,000 BC Ferries Construction $101,000,000 Boat Building $198,000,000 DND Construction $55,000,000 FOC Construction $27,000,000 Ocean Tech Manufacturing $500,000,000 Ports Construction $33,000,000 Seafood Processing $502,000,000 Ship Building & Repair 200,000,000 Wood Manufacturing $176,000,000 Cruise Ship Spending $270,000,000 Cruise Ship Supply Chain $390,000,000 Ferry Services $446,000,000 Ocean Tech Service $625,000,000 Other Commercial $2,433,000,000 Other Service $840,000,000 Saltwater Angling $642,000,000 Seafood Retail $178,000,000 Shipping and Support $2,100,000,000 British Columbia $153,000,000 CANADA $854,000,000 Universities & Colleges, Research $60,000,000 Environmental Non- Government Organizations $39,000,000 Source: CANADA BC Ocean Coordinating Committee GSGislaisen Report 2007 | 2005 Baseline Data for Comparison
    65. 65. The word government is from a Greek word, which means “to steer.” The job of government is to steer, not to row the boat. Delivering services is rowing, and government is not very good at rowing. E.S. Savas
    66. 66. Choosing A Strategy Battlefield Geography (where) Demographics (who) Issues Positioning (what) Tools/ResourcestoEmploy Senior Staff Board of Directors What regions care about your organization most? What parts of the province are important to visit? What events will you attend? What kind of people will the will you have your key people focus on? What kinds of people are not a priority? What are the primary things your senior people will talk about? What are the key issues? What don’t you want to talk about? Direct contact tools Membership Allies Validators What parts of the province/region are worthwhile contacting What mix of direct contact tools will you use. How often will the public be contacted? What kinds of people should direct contact focus on? What is the contact mix between high priority and lower priority groups? What issues are being pushed with these tools? What issues are pushed at the door? Communications Advertising Free Media Direct Mail Which media outlets (i.e. papers) impact which regions? Where should direct mail be targeted? Where should free media events occur? What types of materials need to be produced to hit target demographics? How best to get messages to target demographics? What should the messaging be based on the types of people we are after? What should direct mail say to targeted persons? What sort of media events reinforce our positioning?
    67. 67. Do less better Be strategic Be subtle Be unorthodox Have plenty of allies Understand human nature Win without fighting Take the long view Byng Giraud
    68. 68. interlude | entracte
    69. 69. Inspired by Iceland
    70. 70. ACT IV | The Panel
    71. 71. a day on Vancouver Island Kyle Thomas
    72. 72. I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel. Maya Angelou (April 14th 1924 – ) is an American autobiographer and poet who has been called "America's most visible black female autobiographer"
    73. 73. LA FIN | THE END 72 hrs. | 90 days
    74. 74. Operations Support Monthly Retainer Operating Reviews Audit your Operation Business Retention Qualified Synchronist Review and Reporter Marketing Media Print, Digital, Social Sales Metrics Set up and Reporting BLUEPLANET Value Growth Report Cards Business Expansion Cluster, Industry & Export Programs Business Recruitment Set up and Monitoring Doctor Recruitment Professional Response Program Group Trade Communications and Chef de Mission Geohomes MLS New Web Based Real Estate Service