Out of sight

New development plan consciously downplays wine sector in Prince Edward County

Read the Community Development Strategic Plan here.

Wine in the County. It is the economic engine that dare not speak its name. Resented by some, admired by others and misunderstood by many, the business of growing, producing and serving wine in Prince Edward County has had a rocky relationship with Shire Hall.

It is about to get rockier as the municipality’s fresh new Community Development strategic plan is read and reread.

In it, the wine sector is rarely mentioned. Moreover, the sector is omitted entirely from the four goals of the report and the actions that will stem from these objectives.

The County Development Commission has seemingly concluded this in order to appease those on council and elsewhere bent on discouraging or obstructing anything that appears to support the wine and food sector in the County, it was necessary to ignore the most important economic forces shaping this community in half a century.

HOW WE GOT HERE
Winegrowers have long felt under appreciated and under-supported by County council. Yet they have invested, built, and grown this sector into a dyanamic and robust economic engine in this community—in spite of thecouncil’s indifference and in some instances, hostility.

Several councillors, though certainly not all, harbour the belief that a focus on vineyards and wineries has robbed this community of manufacturing jobs and support for local businesses they feel are more worthy.

Matters became so dysfunctional between council and its economic development department that its chief official left, and the department was dismantled in 2011. In its wake, the Community Development Commission was formed, comprising business associations, business operators and council representation. Neil Carbone was recruited to head the new Community Development department—tasked with implementing the directions of the commission and, ultimately, council.

TOWARD A NEW PLAN
Over the past several months, the commission has worked with consultant Lauren Millier to hammer out a new strategic plan—a map describing where and how the County should exert its efforts and influences in shaping the local economy.

The consultant spoke with dozens of businesses and individuals. These discussions “included over 35 one-on-one interviews and small-group discussions over the spring and summer of 2013.”

Yet, neither the consultant nor the commission met with Prince Edward County Winegrowers (PECWA) in preparation of the draft plan. PECWA represents more than 35 wineries and vineyards in the County—yet until that first draft, no one thought to discuss the direction of the economy with these folks.

Surprisingly, even after the commission heard from PECWA representatives, it chose not to alter the plan—fearing a backlash from councillors and others who believe this economic sector has received too much attention from Shire Hall.

“The Commission decided that the problem with past strategies was that specific sectors were singled out or highlighted,” said Neil Carbone, referring to the emerging wine and culinary sectors in this community.

“I wouldn’t say they buried any discussion of the wine sector. They acknowledged that it was very important—but that other sectors are important too. It wasn’t purely for optics—but done out of a recognition that this plan had to have a community focus and was striving to be fair and balanced.”

Fair and balanced for whom?

MORE THAN WINE
Harry Veenstra runs a successful plumbing business in the County. He employs four other plumbers full time. Most would consider his a good, solid local business. He has looked at his revenue in 2013 and estimates that wineries represent his second largest commercial sector.

He says it is obvious that the wineries have also contributed to the growth of restaurants, inns and other accommodation in the County—another significant driver of his business.

Similarly, electricians, framers, carpenters, welders, fertilizers suppliers, and an array of other trades, services and suppliers derive a significant and growing proportion of their revenue from a sector that didn’t exist 15 years ago—but is now established as one only three designated viticulture areas in the province.

IGNORING THE OBVIOUS
In its own research, the commission learned the importance of the sector from focus groups and individuals. When asked to list the County’s distinctive assets and advantages, natural beauty was number one, tourism was number two and vineyards and wineries were number three.

Yet winegrowers merit scarcely a mention in the final strategic plan.

Lynn Sullivan sits on the commission as the interim head of Taste the County. She is also a principal in Rosehall Run Vineyards and Winery in Hillier. While she agrees with Carbone that several of the goals prescribed in the strategic plan will be supportive to the wine sector in this County, she regrets the fact the sector’s role was downplayed in the plan.

“Many of the citizens in Prince Edward County have observed first-hand the economic impact the nascent wine industry has had for this region: from building contractors to restaurants; farm supply businesses to job creation,” said Sullivan. “One need only to look at Niagara to anticipate future opportunities, including glass manufacturers, winemaking equipment, bottling lines, warehousing, transportation, research and development.

“It is unfortunate that the municipality’s new strategic plan declined to identify this industry as a major contributor to our future economic development,” said Sullivan

Carbone acknowledges that in downplaying the role of the wine and culinary sector as an economic engine in the County, the new strategic plan is at risk of failing to describe and reflect economic reality on the ground in this community—that businesses and investors won’t see their activities or efforts reflected in the goals or activities of Shire Hall.

“I have to stand behind the commission’s recommendations,” said Carbone. “And I do. We scrutinized those carefully to ensure they were achievable and that they had appropriate partners and budgets. Never did we feel we were pandering to any prejudices or leaving any group out.”

As to the risk of alienating this sector, Carbone says his department can “mitigate the potential for those concerns by reaching and ongoing communication.”

“I’m doing my best to reach out to this sector. I am attending the next PECWA meeting to flesh out some of the recommendations, to show how they support them and to pledge the assistance of the department, as we have with others.”

Carbone is in a tough position—the file is wrought with more emotion than reason. More heat than light. Nevertheless, it is his job to stimulate growth and development in the manner prescribed by the commission and council.

But until some basic ideas and prejudices subside around the council table and elsewhere, any support his department extends to the wine and culinary sector will have to be conducted in the shadows.