HomeMy WebLinkAboutPD-24-90 TOWN OF NEWCASTLE
;• IAP'GPA REPORT File #
Res. #
�. By-Law #
DING: General Purpose and Administration Committee
DATE: January 8, 1990
REPORT #: PD- 24 -90 FILE #:
SU&ECT: CHARACTERIZATION MAP OF THE TOWN OF NEWCASTLE
RECOMMENDATIONS:
It is respectfully recommended that the General Purpose and
Administration Committee recommend to Council the following:
1. THAT Report PD- 24 -90 be received for information.
1. BACKGROUND:
1. 1 As part of the Town's economic development initiative, Canadian
Advertising Consultants was retained for the purposes of preparing
a Characterization Map of the Town. Characterization maps help to
promote a municipality's image and are an effective means to reach
business and tourist interests . By illustrating the natural
features such as lakes and streams and rolling countryside, in
combination with renderings of buildings and people reflecting the
urban elements of a municipality, an effective one page visual
summary of the Town can be communicated to promote the Town's
image. Such a characterization map illustrates the Town's
amenities, its main public facilities, tourist attractions,
commercial districts and the Town's industries .
. . .2
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REPORT NO. : PD- 24 -90 PAGE 2
1.2 The progress of this project was noted in the Economic Development
Activity Status Report (PD-267-89) received by General Purpose and
Administration Committee on October 23, 1989 . The Town took
delivery of the maps on December 12, 1989 . Copies of the map have
been distributed to members of Council.
1. 3 Under the Agreement with Canadian Advertising Consultants, it was
the consultant's responsibility to solicit advertisements, prepare
the artwork and print the maps . It was the Town's role to
facilitate an introduction to area businesses (by means of a form
letter) , identify community features to be included, provide
direction to the consultant and finally distribute the map. The
Town and the artist jointly retain the copyright to the map.
2 . FINISHED MAP
2 . 1 The completed map consists of a 17 " x 22 " full colour
characterization of the Town of Newcastle. The major Town
facilities and landmarks are illustrated. Such a map distorts
geographic relationships to illustrate the various buildings and
features but it has maintained the major road network.
On the reverse side of the map is the following:
- municipal street map for each urban area and hamlet
- directory of tourist and recreation facilities
- directory of business advertisers
- directory of Bowmanville Business Centre members
- distance chart to major cities
2 .2 The consultant had difficulty finding enough businesses willing to
place advertisements. As a result not all areas of the Town are
fully represented to the degree it would have been desireable. The
Bowmanville Business Centre was in the midst of preparing their own
map when this project was initiated. As a compromise, the
. . .3
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REPORT NO. : PD- 24 -90 PAGE 3
consultant agreed not to directly approach their members while the
Bowmanville Business Centre placed an advertisement to market the
downtown Bowmanville as a package.
3 . COSTS
3. 1 The cost of the map, including artwork and printing, was largely
paid for by the forty-nine (49) advertisers incorporated into the
map itself. The Bowmanville Business Centre contributed $2500 for
the illustration of downtown Bowmanville, their business directory
and a promotional specialty (balloon) . The Town's costs for the
map was $2250 .
3 .2 Additional copies of the map can be obtained for the printing costs
plus 20 percent.
4 . DISTRIBUTION
4 . 1 A total of 11400 maps were printed: 1400 copies are being
distributed to the advertisers and 10,000 copies are for the Town
to distribute. The distribution plan for the Town's maps is as
follows:
Tourist Facilities in Newcastle 3000
Tourist Facilities outside of Town 1500
Tourist Information Centre (Newcastle) 1000
Tourist Information Centres (Whitby, Oshawa) 500
General Distribution from Town Hall 1000
New Home Sales Trailers 2000
Business Improvement Areas 500
Durham Economic Development Department 100
Miscellaneous 400
10000
. . .4
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REPORT NO. : PD- 24 -90 PAGE 4
4 .2 Staff will be distributing copies of the maps to tourist facilities
shortly. A portion will be reserved for distribution later in the
year or in 1991.
Respectfully submitted, Recommended for presentation
to the Committee
Franklin W, M.C. I .P. Lawrence E. Kots ff, M.C.I.P.
Director of Planning Chief Administrative Officer
and Development
DC*FW*jip
21 December 1989
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