Out of the mire

Council ponders a new plan to drive County economy

Once again Shire Hall stands at a familiar crossroad. Few issues have so contorted and confounded County council than the role the municipality can and should play in nurturing and stimulating economic activity.

For a decade, Dan Taylor propelled a campaign that emphasized Prince Edward County as a place to come, visit, invest and enjoy the natural beauty and agricultural bounty. An entire new sector evolved—from nothing, the wine sector has become a multimillion dollar category—spinning off positive impacts on a wide range of businesses. The County, as a brand, grew in prominence and reach. The County was recognized across the nation as an up and coming place to live, invest and become immersed the natural beauty and rich culture.

But despite the undeniable success of that strategy—it never suited some at Shire Hall. The jobs created were too low-paying and seasonal. Then there was the oft heard complaint that the beneficiaries of this strategy were largely outsiders. Instead,these councillors wanted industries and factories that would pay local families $25 an hour. They remains stuck in these positions despite study after study explaining to them in clear and explicit terms that the County has few competitive advantages with which to attract a high-paying manufacturing or assembly plant jobs.

Faced with increasing resistance, and in some cases meddlesome interference, Taylor took his skills to Peterborough.

In the three years since then, the County’s economy has been stuck. New-home building is off sharply—robbing the municipality of much needed property tax streams. Worse, neighbouring communities are seizing the initiative, leveraging the goodwill and brand created in the County, to drive their economies.

Meanwhile, the very discussion of economic development has become so poisonous around the council table—administrative staff concluded they had to fundamentally change the conversation.

Thus, the Community Development Commission was formed. With a broader mandate and direct participation by stakeholders such as the Chamber of Tourism and Commerce and active business people, it was hoped the toxic atmosphere might dissipate and be replaced by a more reasoned dialogue.

This week, the Commission unveiled a new strategic plan—a way forward. After watching the local economy drift for nearly four years, council was presented last week with a detailed road map to provide a focus and to guide renewed prosperity.

Lauren Millier has worked with the commission for the past few months, helping them hammer out this plan. She is a principal in Millier, Dickinson, Blais, a consultancy. Millier laid out the plan in broad strokes for a committee of council last week.

THE PLAN
The focus is on building upon already established strengths and foundations. Work is to be done to better define and assert the County’s “iconic rural brand”. Specific targets are spelled out in the plan to attract business investment, as well as recommendations to aimed developing a more welcoming environment to potential investors.

The plan also features recommendations for enchancing the marketing of the County’s “vibrant and beautiful community”. Finally the plan urges greater cooperation with agencies that have overlapping responsibility. There is an array of regional organizations with the mandate, and funding, to drive the local economy. Millier suggests the County needs to do a better job of leveraging these relationships.

There is nothing particularly new or provocative about the prescription proposed. These messages have been heard before—and largely form the basis of the attractiveness of County to visitors and investors.

The commission and its consultant is pinning success upon the plan’s focus and its detailed implementation measures.

“We have developed other economic development plans before, and they sat on a shelf,” said Councillor Terry Shortt. He also represents council on the commission that produced this report. “The difference is this time the plan features a detailed implementation plan as well as defined ways to measure success.”

Neil Carbone heads the County’s Community Development department. He too says the strength of this plan resides in the implementation plan.

“It is the key distinction,” said Carbone. “There is a better guarantee of action.”

Mayor Peter Mertens joined the chorus, “It is a huge difference,” said Mertens.

But he added that success would depend greatly upon broad-based support for the plan by council, staff and stakeholders.

And while there was general agreement about the direction and features of the plan, it didn’t take long for old grievances to resurface.

OUTSIDERS AND LOCALS
Councillor Brian Marisett worries that like past economic development plans, this one relies heavily on outsiders—visitors, investors and those seeking to live or retire in the County.

“As we create opportunities for others to come here, we have to be careful not to impact those already here,” said Marisett. He worries that newcomers attracted by these messages are driving up home prices, and that seasonal residents are robbing the affordable home supply in the County.

“How do we ensure we don’t have a negative impact on locals?” said Marisett.

Marisett would have preferred to have seen specific measures to help existing businesses and retain jobs.

“This [plan] targets outsiders. Why aren’t we equally addressing the people who are here?” asked Marisett.

Carbone pointed to specific sections in the proposed strategic plan that describe recommendations to retain and recognize existing businesses in the County.

“We are extending business support through workplace safety training, ecommerce and visitor marketing initiatives,” observed Carbone.

There were other reminders of just how difficult it will be to build consensus around this or any economic development plan in the County.

Ameliasburgh councillor Janice Maynard said the plan lacks a clear pathway toward “stable, year round, well paying jobs.”

“What differs from past economic development plans? We’ve been down this road before. Why should we buy in?” asked Maynard.

“We have accurately reflected the jobs that Prince Edward County can reasonably expect to achieve,” said Lauren Millier. But that isn’t what many on council want to hear.

With those words the debate suddenly returned to the crossroad at which it has been stuck for years. There remains deep-seated denial around the council about basic economic truths that govern this region. This impass has hobbled council and at times obstructed staff from making progress on this file.

This plan appears to have broader support than previous iterations, but it is too soon to say for sure that it has enough to get out of the starting blocks. The prospect of yet another failure on this file may well silence other dissenters for a time. It is on this rather precarious perch that council is expected to adopt the plan next week.