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Home My WebLink AboutADMIN-39-99 THE CORPORATION OF THE MUNICIPALITY OF CLARINGTON REPORT Meeting: General Purpose and Administration Committee File # /0 Res. # (W,,`�, —fZ� Date: December 6, 1999 FILE #: By-law # Report #: ADMIN-39-99 Subject: CLARINGTON AREA PROFILE SIGNS — TODS PROGRAM RECOMMENDATIONS: It is respectfully recommended that the General Purpose and Administration Committee recommend to Council the following: 1 . THAT Report No. ADMIN-39-99 be received; 2. THAT the proposed program outlined in this Report and the sign designs and slogan "Come & Explore" be approved; 3. THAT the down payment of $ 1,000 be taken from Account # 7707-00000-0520 with the balance of that account, $ 2,500 (allocated for signage), be carried over for use to complete the program in the year 2000; 4. THAT the balance of the funds required ($ 5,200 plus applicable GST) to complete the initial program be included in the 2000 Capital Budget submission of Marketing, Tourism & Communications ; and 5. THAT the Mayor be authorized to sign the agreement between the Municipality of Clarington and the Canadian TODS (Tourism Oriented Directional Signage) organization. 1.0 BACKGROUND: 1 .1 The Marketing, Tourism & Communications Office has been investigating the viability and feasibility of implementing a Highway Signage program for the Municipality since early in 1999. Highway signage is an integral part of strong community identification program. The significance of this type of program is somewhat higher in Clarington where we have experienced substantial growth in the tourism industry that - 1218 REPORT NO.: ADMIN-39-99 PAGE 2 is somewhat complicated by the (fairly) recent change in the official municipal name. 1.2 This report is the final step in this process. An interesting by-product of this process has been the identification of the many barriers that often face our tourism operators (large and small) when they seek direct tourism traffic to their location. This, however, is another report. Report ADMIN-39-99 is to provide information to Council relative to the merits of creating, installing signage onto Highways 401 (east and west), and Highway 115 (south only). 2.0 AREA PROFILE SIGN: 2.1 Since early on in the investigation of signage opportunities, the Area Profile Sign of the Canadian TODS (Tourism-Oriented Directional Signage) program appears to be the best fit. An Area Profile Sign, as defined in the operating agreement between the Province of Ontario and Canadian TODS Limited, is a high-graphic stand alone sign designed to promote a major marketing theme in a specific area. As these signs are not directional in nature (they identify an area), they are usually only available to Ontario Travel Association Program (OTAP) members. This was the first obstacle that we encountered. 2.2 The Province of Ontario initiated, and was the major funder of, the Ontario Travel Association Program (OTAP) in the 1970's. Clarington was considered part of the Central Ontario OTAP but when the Municipality opened its Marketing and Tourism Office in late 1995, this OTAP had basically seized to exist. Since that time, there has been no replacement organization. Some of our tourism operators, however, do some joint advertising with the Getaway Country OTAP that focuses on the Kawartha and Northumberland tourism opportunities. This, however, does not assist us with the TODS application. Because it was a Municipality requesting an Area Profile Sign, and not an established OTAP, we seem to fall through the cracks relative to the mandate of the Canadian TODS organization. It was at this point that the Marketing, Tourism & Communications Office (MTC) decided to investigate and evaluate other signage opportunities. 1219 REPORT NO.: ADMIN-39-99 PAGE 3 2.3 For approximately a month, MTC looked to other sources to create and install highway signage. The cost of a billboard that could be read from Highway 401 was going to be extremely high and, given the Ministry of Transportation's "quarter-mile rule", potential sites that provided a high degree of visibility were virtually not available. The original hope, in light of the sign's potential cost, was to locate the installation so that it was visible to both directions of the 401 highway. This further reduced the availability of sites. The bottom line of a "non-TODS" solution was that the benefit of a "made in Clarington" solution was minimal in comparison to the costs. At this point, communications with the people at TODS, which had continued throughout this evaluation period, were stepped up in frequency and focused on how the Municipality of Clarington would be able to secure an Area Profile Sign to promote tourism opportunities in this area. 3.0 AGREEMENT: 3.1 On Wednesday November 24, 1999, Marketing, Tourism & Communications met with 2 representatives of Canadian TODS. Following the presentation of information relative to the lack of an established and operating OTAP for this area and the tourism marketing strategy implemented by the Municipality, we were able to reach a tentative agreement for the acquisition of a TODS Area Profile Sign. This agreement is for the 3 highways that constitute the main tourism access points for Clarington. 3.2 The proposed signs are to be sited in the following locations: • Highway 401 Eastbound — approximately 300 m WEST of the Ministry of Transportation's municipal boundary sign — west of the Courtice Road exit; • Highway 401 Westbound — approximately 300 m east of the Ministry of Transportation's municipal boundary sign — EAST of the Newtonville Road exit; and • Highway 115 Southbound — approximately 300 m NORTH of the MTO municipal boundary sign. 3.4 The tentative agreement, which is before Council for endorsement and approval, is for a 5-year term beginning in 2000. The initial cost of the signage is $ 9,309 that includes $ 609.00 in associated GST costs. In the 1999 Capital Budget, a total of $3,500.00 was allocated (Account # 7707-X-0520) for the purpose of highway 1220 REPORT NO.: ADMIN-39-99 PAGE 4 signage. The proposal now is to use $1,000 of this budget for the purpose of confirming the agreement and moving the project forward. For the 2000 Capital Budget process MTC will request that the $ 2,500.00 balance of 1999 be carried over. A further allocation request for $5,809.00 will be identified. This will cover the production costs of the signs ($1,700/sign x 3 signs) and the first year's maintenance fees ($ 1,200/sign x 3 signs). In the years remaining in the agreement, the annual sign maintenance fees of $ 3,852.00/ sign (including applicable GST) will be identified within the Marketing, Tourism & Communications current budget submission. It should be noted at this point, that the cost of an alternative sign for just one of the defined locations would have been substantially higher (MTC was quoted the price of over $ 20,000.00 for one billboard sign — maintenance not included). 4.0 DESIGN OF SIGNAGE & SLOGAN: 4.1 Unlike a lot of other tourism areas and municipalities, coming up with that one definitive image that defines Clarington is simply impossible. We promote and wear with pride the uniqueness of this community and the quality of life that it affords its residents. In 1998, we hosted a "Day in the Life of Clarington" photo contest. The photos that we received, and have used quite extensively, are as varied as the communities and people that make Clarington so rich. In conclusion, MTC knew that there was no single image or photo that would assist in defining Clarington. The proposal for you is for 3 signs, each of which will carry a different image of Clarington (NOTE: the production costs DO NOT change as a result of using 1 picture or using 3 pictures). Copies of the proposed sign images have been distributed to Members of Council in a separate package. 4.2 The Municipality of Clarington has used many "slogans" over the years such as "We have it All", "Our Time has Come" and, most recently "The Community with Future." All of these have exemplified the very positive aspects of calling Clarington home. In tourism, we have used the slogan "Dare to Compare." We can use this one or start the new program with a new slogan "Come & Explore." Given that the traveller, in a 4-6 second window of opportunity, reads the signage, MTC suggests that the "Come 1221 REPORT NO.: ADMIN-39-99 PAGE 5 & Explore" slogan will be more effective and memorable. 5.0 SUMMARY: 5.1 The Marketing, Tourism & Communications Office want to assure Council that the activity outlined in this report has not been done in isolation. Throughout the process, the Clarington Tourism Partnership has been kept informed of our actions and continues to express their support for our efforts. A letter of support is also available from Ms. Linda Zeisner of the Ministry of Economic Development and Trade — with responsibility for tourism in this area — that is to be attached with the Municipality's signed agreement. Linda has worked with the Marketing, Tourism & Communications Office to overcome and resolve some of the problems that arose during this process. 5.2 Finally, the highway signage program does not end here — this is where it begins. This is not a stand-alone marketing program. It will be incorporated into the comprehensive marketing strategy for this Municipality. With Council's approval and endorsement, we will now work towards having the Clarington signs created and installed sooner than the estimated 3-6 month time frame indicated by the TODS representatives. It is our goal to have these signs installed well in advance of the 2000-tourism season. The earlier the signs are installed the greater the opportunity to heighten the identity of Clarington as a primary tourist destination. Respectfully submitted, Reviewed by, 1 ri� -) J riifer J.,� ogke, R.D. .R., AMCT, Manager Franklin Wu, �Marketing�,T Gri & Communications Chief Administrative Officer i �/JJC:sa 1222 HighwaySigns 12/2/1999 7:22 PM Page 5 .. Highway 35/ 1 1 5 - Southbound _ �� .. . } — fA ( ']"r "' ..."� ,fir•.ar �� f'' � .,,-e ;. -� 7 .'`•: ...-,., �_ .- The ConzizZUizzty With Future. .r Highway5igns 12/2/1999 7:22 PM Page 4 Highway Westbound r r ppa, 1 I 1 I.- � - I VJ ilia 0.Olt .r• f _ t IF r ✓° ,,,� °, x, � - Highway 401 - Eastbound M' • I I E f HighwaySigns 12/2/1999 7:22 PM Page I IL