HomeMy WebLinkAboutCOD-025-07
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REPORT
CORPORATE SERVICES DEPARTMENT
Meeting:
GENERAL PURPOSE AND ADMINISTRATION COMMITTEE
Report #: COD -025-07
File #:
Resolution #: G.P t.\.- 4.C4, -O~
By-law #:
Date:
June 8, 2007
Subject:
FIRST IMPRESSIONS COMMUNITY EXCHANGE PROGRAM
RECOMMENDATIONS:
1. THAT COD-025-07 be received; and
2. THAT Council endorse Clarington Tourism's participation and leadership in the
Ministry of Agriculture, Food & Rural Affairs First Impressions Community Exchange
program when a suitable exchange community is confirmed.
Submitted by:
Marie Marano, . .Sc., C.M.O.
Director of Corporate Services
Reviewed by: -L~
F anklin Wu,
t" Chief Administrative Officer
CORPORATION OF THE MUNICIPALITY OF CLARINGTON
40 TEMPERANCE STREET, BOWMANVILLE, ONTARIO L 1C 3A6 T (905)623-3379 F (905)623-5506
REPORT NO,: COD-025-07
PAGE 2
BACKGROUND AND COMMENT
WHAT IS FIRST IMPRESSIONS?
The First Impressions Community Exchange was originally developed in Wisconsin and has
been successfully implemented in communities throughout the United States for more than 15 years. In
2005, the Province of Ontario, through the Ministry of Agriculture, Food & Rural Affairs adopted this
program with over 20 Ontario communities participating.
The program is a structured process to gain knowledge of a first time visitor's first impression of
the community. Its goal is to provide a fresh perspective on the community's appearance, services and
infrastructure and it helps a community learn about its strengths and weaknesses. In the program,
participating communities are matched with communities of similar size and characteristics. The
Manager of Communications attended a session at the Tourism Industry Association of Ontario's
conference in early April where the communities of Buckhorn and West port presented their experience
of participating in this program. The knowledge gained through this program can form the basis for
positive community action focused on downtown revitalization, tourism development, investment
attraction, or broader community strategic planning efforts.
HOW DOES FIRST IMPRESSIONS WORK?
Volunteer "visiting teams" (somewhat analogous to the "secret shopper" concept) from two
exchange communities participate in unannounced "secret" visits. During the visit - which can be 1 or
even 2 days in duration - team members visit the community and begin to record their observations -
their first impressions. They work alone or in pairs and often have a "cover" role while in the host
community. Upon completion of their visit, the team returns to their home community and compile their
recorded observations into a formal report that is presented to the exchange community. The exchange
community follows the same process in the other exchange community.
WHY PARTICIPATE?
Most communities, such as Clarington, where tourism plays a significant role in the economy
want to provide a positive impression to visitors from the moment they enter the community until the
time they exit. Each person/family that visits Clarington could be a tourist, potential resident, or, a
potential business owner/investor. Regardless of which, they are all important, prospective contributors
to the continued growth and health of our local economy. Participating in the First Impressions
Community Exchange program could ensure that Clarington is regularly putting its best foot forward to
all visitors regardless of the intent of their visit.
REPORT NO.: COD-025-07
PAGE 3
Another reason to participate is that it is hard to objectively evaluate your own community. We
are too close to the subject matter and could overlook positive attributes that may attract someone,
without any previous experience, to the community. An objective first-time visitor can provide
constructive feedback about local services, attractions, customer service and facilities objectively.
WHAT DOES CLARINGTON HAVE TO DO?
A preliminary discussion has been held between Clarington Tourism and the Ministry of
Agriculture, Food & Rural Affairs representative from the Lindsay office. Clarington Tourism has
expressed an interest in participating in the community exchange program and wanted to give the
Ministry notice in order that they could begin the process of locating and confirming a qualified
exchange community.
Should Council agree to participate in the program, the Communications & Marketing Division
(also know as Clarington Tourism) would promote the program to the community - tourism and general
public - and ask interested individuals to contact us about volunteering to be a on the Visiting Team.
The Team requires 5 - 6 members that come from a variety of backgrounds in and outside of the
tourism industry - Members of Council and media would be invited to take part. Prior to the exchange
visit, volunteers would receive training on making and recording observations. The material that they
will require to record their observations is provided by the Ministry. Before the visit, information on the
exchange community will have to be collected (part of the observation process) and will be used to plan
the actual visit. Cover roles will also be developed prior to the actual visit. After the visit, the Program
Leader will collect the material recorded and will initiate the compilation of the report that will be
presented to the exchange community. The other community will do the same at their end - Le. they
will present their observations, comments and suggestions to Clarington.
WHAT IS THE COST?
The majority of pre-visit materials (manuals, training materials) is provided by the Ministry of
Agriculture, Food & Rural Affairs (no cost to Clarington) so the cost of participating would be any
expenses incurred by the Visiting Team during their visit to the exchange community. This could
include mileage, meals, admission fees (to attractions) and, perhaps, accommodations in the exchange
community. The cost of producing the report for the exchange community would also be an expense
but we are confident that it can be produced in house by the Communications & Marketing Division. Of
the 20+ communities that have already participated their expenses have been less than $ 1,000.00 (in
total).
REPORT NO.: COD-025-07
PAGE 4
SUMMARY
This is a unique opportunity to gain valuable information that could raise the profile of
Clarington's tourism industry. A copy of the First Impressions Community Exchange program brochure
accompanies this report and additional details can be found on the Ministry's website:
www.reddi.Qov.on.ca/firstimpressions.htm .
Clarington Tourism requests Council's approval to move forward with this initiative in
preparation of the confirmation of an exchange partner.
CORPORATION OF THE MUNICIPALITY OF CLARINGTON
40 TEMPERANCE STREET, BOWMANVILLE, ONTARIO L 1C 3A6 T (905)623-3379 F (905)623-6506