talisman development project report and recommendations
TRANSCRIPT
TALISMAN DEVELOPMENT PROJECT
Report and Recommendations
Talisman Task Force
April 10, 2014
Table of Contents
Executive Summary 2
Opportunity 3
Background to Talisman Property 5
Current State of the Talisman Property 7
Guiding Principles 10
Property Vision 11
Task Force Recommendations- 13
Step 1 — Create a Development Board 14
Step 2 — Public use of the Talisman Property 16
Step 3 — Consider selling Remaining Assets 17
Step 4 — Engage Specialized Consultant(s) 18Step 5 — Undertake a Public Request for Proposal Process 19
Task Force Activities 20
21
26
University of Guelph Report
Community Consultations
University of Guelph Report Appendix "A"Survey Results Appendix "B"Analysis of Public Meetings_ Appendix "C"BruceGreySimcoe Consumer Insight Research Report Appendix "D"Task Force Mandate Appendix "E"
Executive Summary
• The redevelopment of the Talisman Property is a great opportunity for the GreyHighlands Municipality to create a destination and focal point in Beaver Valley forresidents and tourists and an economic driver for our community.
• Community feedback is consistent that the main priority for residents and visitors toour community is active recreation and nature conservation. This priority aligns withthe future tourist target markets for the Grey / Bruce counties according to the 2013BruceGreySimcoe Consumer Insight Research report on tourism.
• The Task Force recommends that the property be developed to create:
▪ A public multi-use four-season family activity center that offers recreational activities,accommodations and restaurants that works with Kimberley Village and surroundingcommunities and is the destination and focal point for the Beaver Valley.
▪ A "Green Development" consistent with (i) the "Biosphere Reserve" designation and naturalbeauty of the Beaver Valley and (ii) Grey Highlands Strategic Plan priority of sustainable andprincipled growth.
• The Task Force recommends undertaking these steps to achieve this development:
(1) Create a Development Board to supervise the redevelopment of the Talisman Property,
(2) Encourage public use of the Talisman Property in the interim period,
(3) Consider selling remaining chattels and building materials remaining on the site,
(4) Engage a Specialized Consultant to assist the Development Board, and
(5) Undertake a public Request for Proposals (RFP) process.
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Opportunity
• Redevelopment of the Talisman Property is a great opportunity for the Grey Highlands Municipality
for these reasons:
■ The Beaver Valley is one of the most beautiful nature locations in southern Ontario and is strategicallylocated within two hours of the fourth largest urban area in North America having a population in excessof 4 million people.
II The Niagara Escarpment has been designated by UNESCO (the United Nations Educational, Scientific,and Cultural Organization) as a "Biosphere Reserve," which is a recognition of its significant ecosystemfor its special environment and unique environmental plan. Biosphere Reserves strive to conserve thediversity of plants, animals and micro-organisms making up our living "biosphere," maintain healthynatural systems and, concurrently, meet the needs and aspirations of an increasing number of people.
. Because of the Niagara Escarpment environmental importance, there is very limited property within theNiagara Escarpment area that is zoned for Recreation and Development, as the Talisman property is.
id Grey Highlands currently owns the property and can guide its redevelopment in a manner that isbeneficial for the community now and in the future.
® If the property is developed in accordance with the recommendations set out in this report, it will (i) be akey economic and recreational center for Grey Highlands, (ii) strengthen the community from an
economic and lifestyle perspective, (iii) align with the 2013 BruceGreySimcoe Consumer InsightResearch report on tourism regarding future opportunities for tourist activity for the Grey Highlandsregion, (iv) be consistent with the Grey Highlands Strategic Plan priority of sustainable and principledgrowth, and (v) works with Kimberley village and the surrounding communities as a destination locationfor Beaver Valley.
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Opportunity, cont'd
• The recommendations in this report are designed to ensure the Municipality:
■ has accessed all relevant and material information for similar type of developments,
■ identifies the right party(ies) to undertake the property's redevelopment, and
■ obtains market value for the Talisman Property.
• A public tendering process is key to these recommendations as a means of locating the
best party(ies) to develop the property and determining the market value of the
Talisman property.
• The prior owner undertook a comprehensive sales process that resulted in a number ofexpressions of interest to purchase the Talisman resort when it was operating, but no
sale was concluded partly as a result of the severe economic conditions experienced in
2008.
• The Task Force is of the view that the prior Tax Sales process was insufficient todetermine if the property has any market value or redevelopment potential.
Background to Talisman Property
• For over 40 years, Talisman Mountain Resort has been an economic anchor for theGrey Highlands community.
• First established 1963, the resort offered twenty-two rooms, two large dormitories, twochair lifts, one T-Bar, fireside lounge, and the Edelweiss Bar. At that time, with twentyinstructors it was the largest ski school in Ontario.
• Over time the resort grew to eighty-two rooms, two-hundred seat dining room, meetingrooms, hot tubs, sauna and extensive Snowboard Park.
• In March 2006, Talisman Resort GP Inc. purchased the property. In March 2011, afterthe owners attempted to sell it, the resort closed and was placed in receivership.
• Tax sales were conducted by the municipality on the property resulting in the sale oftwo land parcels for amounts in excess of the property taxes owing on these parcels.No offers were received for the third remaining parcel .
• Besides employment and a draw for tourists to the Beaver Valley, the Talisman resortprovided approximately $150,000 in taxes and $120,000 in water surcharges per year.
5
Background to Talisman Property, cont'd
• On October 8, 2013, the Municipality of Grey Highlands acquired a portion of theformer Talisman property.
• On November 18, 2013, the Talisman Advisory Task Force (Task Force) wasappointed.
• The Task Force mandate included (see Appendix "E" for the full mandate):
"The goal of the Talisman Property Advisory Task Force is to review, research, providecomment and make recommendations on the process to receive proposals for the
disposition and/or re-development of the Talisman Property."
Current State of the Talisman Property1
• The property is 266 acres in size with 75 acres of "developable" lands.
• Property and Building Status:
■ There are three primary buildings: the Main Chalet, the Mountain Side Lodge and the Day Lodge,
> Each of the buildings seem to be structurally sound.
> The buildings are in a varying states of disrepair because of non-use and extensive vandalism. TheMain Chalet and Mountain Side Lodge have suffered water damage and have serious mould issues.To remediate the mould alone would probably require a significant expenditure. A preliminary estimateof approximately $700,000 was provided to the Task Force to remediate the mould.
> Given the age of the buildings, the state of disrepair and vandalism and cost to update to modernstandards and codes, the buildings would require an extensive capital investment to become usableagain. A former employee of Talisman advised the Task Force that the prior owner had budgeted$12.0 million to renovate and update the buildings when they were in operation.
> The ski lifts are not operational and will require a substantial capital investment to reactivate orreplace.
> The snow-making equipment was partially upgraded before the resort closed but will require significantcapital investment to become operational.
1. The Task Force did not engage any expert parties to give an opinion as to the value of the property or condition of the building or the cost to
remediate the buildings.
Current State of the Talisman Property, cont'd
> The golf course is overgrown from non-use and would require a significant capital investmentto return to playable condition.
> The pool and tennis courts are in complete disrepair.
> The existing landscaping is intact but substantially overgrown from non-use.
> The resort is not operational in any manner in its current state of condition.
■ Access to the buildings have been secured and no trespassing signs have been posted on theproperty. The Municipality has included the property within its umbrella liability Insurance policyto protect against any potential mishaps on the property.
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Current State of the Talisman Property, cont'd
• Zoning for the property is a mix of Recreational, Development and Hazard lands withapproximately 75 acres available for development.
• The property is subject to the following development guidelines and restrictions: GreyHighlands Official Plan, Niagara Escarpment Conservation (NEC) Plan and the GreySauble Conservation Authority.
• There are no outstanding permits that would allow immediate redevelopment of theproperty. Any proposed redevelopment will require approvals from the various local andregulatory authorities. We understand that permits would have been issued to the priorowner for the redevelopment of a mixed use residential development but these permitswere not issued because of the failure to satisfy a few remaining conditions.
Guiding Principles
• Any proposed redevelopment should be assessed against the following GuidingPrinciples1:
• Enhance Quality of Life
> Provides recreational activities for local residents, tourists and families
> Is environmentally sustainable
> Works in concert with Kimberley Village, Kimberley Forest, the Bruce Trail and the localcommunity
• Provide Economic Benefit
> Ability to create revenue for Grey Highlands
> Ability to create job opportunities
> Ability to attract tourists to region to support redeveloped property and other local businesses
■ Financially Sustainable
> Is financially sustainable without the support of local tax dollars
■ Public Accessibility
> Is accessible to the general public
1. The principles are not ordered based on preference and each principle should be provided equal weight when reviewing any proposed
redevelopment.
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Property Vision
• Based on feedback from the community, the results of the University of Guelph's reportto the Task Force (see Appendix "A") and the Task Force's own analysis, the TaskForce recommends that the property be developed to create:■ A multi-use four-season public family activity center that offers recreational activities,
accommodations and restaurants that works with Kimberley Village and surroundingcommunities and is the destination and focal point for the Beaver Valley.
■ A "Green Development" consistent with (i) the "Biosphere Reserve" designation and naturalbeauty of the Beaver Valley, and (ii) Grey Highlands Strategic Plan priority of sustainable andprincipled growth.
• Development of the property may include:
• Four-season activities such as cycling, hiking, skiing, snowshoeing, climbing, canoeing,kayaking
• Green residential development
• Tourist accommodation which may include traditional hotel facilities or alternative eco-friendlyaccommodations
• Focus on local food movement with restaurants and possible food marketplace
• Spa and wellness facilities
• Facilities for business conferences, weddings or other destination events such as cyclingevents or other outdoor activity/fitness competitions
• Camps or outdoor programs for children and families
Property Visions, cont'd
• Possible benefits from redevelopment:
■ Activity Center —A recreational activity center for Beaver Valley will draw tourists, localresidents and future destination events consistent with the future tourist target markets for theGrey / Bruce counties according to the 2013 BruceGreySimcoe Consumer Insight Researchreport on tourism .
■ Job Opportunities - Sustainable businesses will provide opportunities to local residents in theproperty's redevelopment, the operation of the businesses, and potential entrepreneurialancillary opportunities.
■ Tax Generation — Development of businesses and additional residential units will increase taxrevenues for the Municipality.
■ Economic Driver — The redevelopment will be an economic driver for the Municipality that willsupport local businesses in the surrounding communities of Flesherton, Markdale and Kimberley.
■ Environmental Sustainability —A Green development will leverage the natural landscape andbeauty of the Beaver Valley and will respond to the community's concern for conserving theenvironment.
■ Social/Culturally — The redevelopment will improve the quality of life for community membersand provide social and cultural activities.
Task Force Recommendations
• The Task Force recommends that the Talisman property be developed in a mannerconsistent with the preceding Vision and Guiding Principles. To achieve thisredevelopment, the Task Force recommends that each of the next steps beundertaken.
• Steps:
(1) Create a Development Board to supervise the development of the Talisman Property.
(2) Encourage public use of the Talisman property in the interim period.
(3) Consider selling remaining chattels and building materials remaining on the site.
(4) Engage a Specialized Consultant to assist the Development Board.
(5) Undertake a public Request for Proposals (RFP) process.
• Timing
■ The process could be initiated immediately and the above steps could be completed within a 12month time period.
® The goal is to (i) identify a credible third party(ies) to undertake the redevelopment of theproperty and (ii) enter into an agreement with such party(ies) for such redevelopment. Theactual redevelopment will occur after the conclusion of this process.
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Step 1 - Create a Development Board
• Create a Development Board that will supervise the redevelopment of the Talismanproperty.
• The Development Board's mandate is to:
■ engage and select appropriate specialized consultants to assist with the redevelopment,
■ consider different ownership structures for the property's redevelopment e.g. sale to a third party,lease of the property, public/private partnership, cooperative or not-for-profit ownership,
■ engage local community leaders and other stakeholders to determine if they can assist in theproperty's redevelopment,
■ develop parameters, terms and conditions for the public RFP process. This would involve"suggested" uses that could still be variable depending on proposals received, and
■ undertake a public RFP process to solicit expressions of interest to (i) locate a credibleparty/parties to redevelop the property, and (ii) negotiate the terms and conditions of anyredevelopment, sale or disposition of the property.
• The Development Board will:
■ be comprised of three community members with one member being a current member of theTask Force and the remaining two members chosen by the task Force,
■ have an initial budget of $50,000 to engage a consultant(s) to assist with the project. Anyadditional funds will require the prior approval of Council,
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Step 1 Create a Development Board, cont'd
■ have access to the s4-aff at the Municipality to assist with its function,
■ have complete and open access to the public (including through social media means) forongoing community consultation and to all information the Municipality has with respect toTalisman, and
■ update Council on a regular basis and any final redevelopment will be subject to approval byCouncil.
• Appointees to the Development Board should have experience in one or more of thefollowing areas:
■ Property and Land Development preferably for Green projects
■ Legal
■ Financial
■ Public Sales Process
■ Community and Economic Development
■ Rural or Recreational Planning
• Potential appointees will have to be:
■ independent of any parties that may have an interest in developing the property,
■ a resident, property owner or business owner in the Grey Highlands Municipality, and
■ able to dedicate significant time to this project.
Step 2 Public use of the Talisman Property
• The Development Board should consider and, if deemed appropriate, recommend toCouncil public use of the Talisman Property in the interim period until the property isdisposed of or redevelopment undertaken. These steps should be undertaken:
■ Cordon off areas of potential hazard (including the existing buildings) and allow the community touse the rest of the property for low impact activities such as walking/hiking, biking, snowshoeing,cross country skiing and picnics.
■ Consider allowing community clubs to bring recreational facilities, such as the tennis court, intouse.
16
Step 3 Consider selling Remaining Assets
• The Municipality should consider selling the remaining chattels and building materialsremaining on site and the proceeds from such sale should be used by theDevelopment Board in discharging its mandate.
• The Municipality should take into consideration the cost of undertaking such sale, thepotential proceeds and whether such sale would negatively affect the value of theproperty.
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Step 4 - Engage Specialized Consultant(s)
• Engage a specialized consultant(s) that has experience in the development ofproperties to be used for recreational purposes in rural settings. The consultant(s) willassist the Development Board by:
■ researching potential for non-governmental organization or government (federal / provincial)funding to assist in this redevelopment project,
• researching how other recreational resorts in North America have been revitalized in currenteconomic conditions,
■ supporting the Development Board in refining the Vision and Guiding Principles based oninformation and analysis received from the consultant,
■ researching what would be economically sustainable and feasible for the property, and
. recommending how best to market the Talisman property to ensure Municipality receives fairmarket value for the property.
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Step 5 Undertake a Public RFP Process
• The Development Board will undertake a public RFP process:
■ Engage an appropriate party to market the property.
■ Utilize publicly available information regarding zoning applications and development permitsfrom the previous Talisman resort.
■ All proposals will be judged against the Vision and Guiding Principles and the parameters, termsand conditions set out by the Development Board.
■ Contractual restrictions should be entered into with the successful party/parties requiring theproperty be developed: (1) within a reasonable time frame, and (2) in a manner consistent withthe Vision and Guiding Principles of the RFP.
• Any developer(s) should be assessed against these criteria:
■ Experience developing a facility consistent with the Vision and Guiding Principles.
■ Experience operating a facility consistent with the Vision and Guiding Principles.
■ Proven financial capability to complete the proposed redevelopment.
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Task Force Activities
• Met 13 times from December 22, 2013 to April 3, 2014.
• Met with the following parties:
■ Niagara Escarpment Conservation Authority
■ Grey Sauble Conservation Authority
■ Grey Bruce Tourism official
■ Official Planner from Grey Highlands
■ Special Advisors: Kerry Baskey, Rhonda ladinardi, Ray Robertson and Jake Hammer
• Undertook a site visit of the Talisman Property.
• Engaged the University of Guelph - Rural Planning and Development Masters Program toassist with a community survey and prepare a report to the Task Force on the results ofthe community survey and possible uses of the property.
• Provided avenues for community feedback
• Two Community Consultations
• Created a Talisman page on the Grey Highlands website
■ On-line Survey
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University of Guelph Report
• The Task Force applied and was accepted by the University of Guelph to have theTalisman Property be the subject of a class project for the Advanced Planning PracticeCourse, a course in the Rural Planning and Development Masters Program.
• Four students from the class worked with the Task Force to prepare a communitysurvey, undertake a relevant literature review and prepare a final report to the TaskForce.
• The final report "The Talisman Revitalization Project" was delivered to the Task Forceon March 31. A complete copy of the report is attached as Appendix "A".
• The purpose of this study was to gather public input regarding what should be donewith the former Talisman property and to provide research and recommendations onthe four viable options for the future of the Talisman property.
• The Talisman project was specifically selected due to the seriousness of the status ofthe Talisman resort, the importance to engage with local communities and the urgencyto collectively reach a solution.
University of Guelph Report, cont'd
• The survey conducted by the University of Guelph students received:
■ 147 responses from Grey Highlands including 73 primary residents, 51 secondary residents and23 visitors.
■ While this number of responses does not allow for any statistically significant analysis, thestudents identified some trends in the responses.
• Key points from the survey analysis:
■ The main priority for residents and visitors of Grey Highlands lie in active recreation and natureconservation.
■ The four top activity options considered by respondents (being snowshoeing, trail infrastructure,cross country skiing and conservation area) require very little infrastructure to support.
■ The total responses from all categories demonstrate a perceived need for additionalextracurricular activities centered on active recreation, natural education and passive recreation.
■ Primary and secondary residents indicated that the environment, outdoor activities and the ruralculture of Grey Highlands were the most valuable aspects of the Municipality.
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University of Guelph Report, cont'd
• The report included the following recommendations:
Based on the finding of the literature review and the analysis of the survey responses it is clear thatthere is not one definitive answer or direction to take when addressing the revitalization of theformer Talisman property. Instead, there are a number of potentially viable solutions or options toconsider. Each of the proposed options has taken into consideration the objectives set out by theMunicipality as well as the collected feedback received from the community through the surveyresponses.
A Green Development: An eco-resort or eco-village would respond to the citizens' request forlow impact development, additional housing options, and create the option for older residents tostay in the community they love and 'age in place'. Based on the feedback at community eventsand through survey results, development using green building practices and an unconventionalhousing development was a trend. This method would meet many identified goals such ascontributing to the local economy, and satisfying the need for additional housing in GreyHighlands, all the while working towards conserving the environment and maintain a sense ofcommunity. An eco-village could be established by a developer with the help of the municipality.The development could consist of a unique architectural design in combination with new greentechnologies to compliment Grey Highland's natural landscape and unique features. Whetherthrough an eco-lodge, eco-village, or a conservation retreat, the main goal here is to offerexposure to Grey Highland's rare natural environment.
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University of Guelph Report, cont'd
■ Trail System: There are several ways to approach the development and expansion of a trailsystem connecting into the Bruce Trail. First, a no-user fee trail access point into the Bruce Trailsystem could be implemented. This would ensure public access at no cost to users. The secondoption would entail the expansion of the trail system as part of a user-fee or membership system.
Based on survey responses, it is evident that hiking and related activities are enjoyed by primaryand secondary residents as well as visitors in Grey Highlands. No matter what development isallowed on the former Talisman property, public access to the Bruce Trail through the propertyshould be maintained.
■ Education: Satellite Campus Due to the population base and the fact that there are GeorgianCollege satellite campuses located in Owen Sound and Collingwood it is not recommended thatthe municipality pursue a post secondary satellite campus at the former Talisman property.
■ Training Facility: Based on an evaluation of sports training facilities in the area, a privatelyowned, youth sports camp is a possible revitalization option for the former Talisman property.This sports camp could be modeled off of Olympia Sports Camp located in Muskoka. This wouldrespond to the lack of youth active recreation opportunities in the area that were identified in thesurvey responses.
■ Recreation: Regional Recreation Hub Considering that the nearest large scale recreationfacilities are located in Wassaga Beach, Owen Sound and Walkerton, it could be possible todevelop a Regional Recreation Hub in Grey Highlands. This would require a cost-sharingpartnership with adjacent municipalities, as well as local public and private sector organizations.It is unlikely that the full project could be developed at once, and a thorough Master Plan utilizinga phased approach would be required in order to implement this sort of initiative.
24
University of Guelph Report, cont'd
■ Food Hubs: Based on the respondents local food purchasing habits and attendance at Farmer'sMarkets, the development of a Food Hub is not recommended at this time. Nevertheless, thisoption should not be excluded from future plans. Community priorities may shift over time and aFood Hub project could be incorporated as a subset of a larger plan.
• Resort: Downhill Ski Resort Based on the literature review and the examination of the saturateddownhill ski resort market in the region, it is recommended that the former Talisman property notbecome another ski hill destination. With the failing infrastructure on the site and the difficulties inmaking snow in the valley, a case cannot be made to re-establish this activity.
II Multi Use Family Resort: With support from the right developer a multi use family resort to becreated. Focusing on cross country skiing, backcountry skiing, snowshoeing, hiking, mountainbiking, and much more; there would be are many opportunities on the property. This resort wouldprovide the outdoor activities that the community indicated as their priority. Augmenting theoutdoor activities available on the property additional services would have to be incorporated intothe master plan. Massage, spa and kids clubs would provide additional attractions to familieswanting a relaxing vacation. This development would have to be done in phases with acomprehensive master plan guiding both the developer and municipality.
■ Supplementary Uses: These suggested uses are not likely to be viable if considered theprimary focus, but could be considered complimentary in a larger development scheme. Theseoptions could include a conference centre / theater / community meeting space, a gallery, acommunity kitchen. These provide just a few examples of possible options to consider.Supplementary uses should be selected in response to clear community interest or to addressan apparent gap in service.
25
Community Consultations
• Two Community Consultations were held in Flesherton (February 19) and Kimberley(February 22).
• Appendix "C" sets out an Analysis of the Public Meetings.
■ Each meeting was approximately 2 hours in length
■ Attendance total was around 50+ (20 Flesherton and 30+ Kimberley)
■ In addition to the community consultations, the Task Force received emails with input fromcommunity members.
■ Three themes emerged from the consultations:
> Opportunity for multi-purpose and mostly public uses that could be integrated within arevitalization project and with other activities in the community and local area [themes:development, people, financial, recreation]
> Opportunity revitalization to occur as a single project or incrementally within a longer termframework. [themes: financial, sustainable, clarity]
> Preference for an action-oriented process that is clearly outlined, addresses immediate andlonger needs and is supportive of revitalization. [themes: financial, clarity]
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Talisman Task Force
• Grant McGlaughlin, Chair
• Russell Severnuk, Vice-Chair
• Philip Allanson
• Erica Ferguson
• Gary Gingras
• Jim Halliday
• Peter Zinkan
Appendix "A"
The Talisman Revitalization Project Report
By
University of Guelph -Rural Planning and Development Masters Program
Report prepared by
Advanced Planning
Practice students from
the University of Guelph
in co-operation with Grey
Highlands Municipality
Monika KokoszkaRyan SouthwoodYuxi LiuMonika Rau
THE TALISMAN REVITALIZATIONPROJECT
UNIVERSITY9/GUELPH
Vktirtictpallt c,,,
GreyHighlands
Table of Contents
Table of Figures 3
Introduction 4
Background 5
Methodology 7
Survey Analysis 8Initial Descriptive Analysis 8Recreation/Conservation Analysis 12Education Center Analysis 16Regional Recreation Hub 18
Extracurricular Activities 18Farmers Markets 20
Resort 23Additional Aspects Identified by Respondents 27
Literature Review 30Focus on Conservation 30
Green Development: Ecoresorts and Ecovillages 30Conservation and Trail Systems 35
Focus on Education 37Post Secondary Education Facility 37Training Facility 41
Regional Recreation Hub 44Regional Recreation Hub: Sturgeon Regional CAO Partnership Committee 44Food Hubs 46
Multi-use Resort 48Conference Center 51Wellness and Health Center 53Art Destination 54
Land Use Planning Policies Involved 55
Recommendations 56Conservation 56Education 57Recreation 58Resort 58Report Recommendations 59
References 60
Appendix 1- Survey Design
Appendix 2 - Survey Raw Data
Appendix 3 - Signed Project Charter
2
Table of Figures
Figure 1 - Respondents Residential Affiliation with Grey Highlands, Absolute values. 9
Figure 2 - How Respondents Find Information on Community Events 10
Figure 3 - How often Secondary Residents are in Grey Highlands 11
Figure 4 - How Often Visitors are in Grey Highlands 12
Figure 5 - Respondents Ranking of Potential Options for the Former Talisman Property 13
Figure 6 - What Would Respondents and Their Families Use 14
Figure 7 - Respondents Participation in Recreational Activities in the last Twelve Months 15
Figure 8 - Primary Residents Reasons for Not Participating in Continuing Education 17
Figure 9 - Children's Participation in Extra Curricular Activities 18
Figure 10 - Preferred Additional Youth Extra Curricular Activities 19
Figure 11 - Which Respondents Regularly Attend a Farmer's Market 21
Table 1 - Which Farmer's Market do Respondents Usually Visit 21
Figure 12 - The Importance of Buying Local Food 22
Figure 13 - Additional Services All Respondents Would Use if Available in Grey Highlands 23
Table 2 - Responses to "Other" Services that would be Used in Grey Highlands if Available 24
Figure 14 - Visitor Accommodation Satisfaction 25
Figure 15 - Visitors that would frequent Grey Highlands more often if there were a new resort 26
Figure 16 - What was Valued in Grey Highlands 28
Figure 17 - Additional Aspects Not Covered in Survey 29
Table 3 - Population Cohort 20-24 years old from Community Profiles 2001, 2006, 2011 39
3
IntroductionThe purpose of this study is to gather public input regarding what should be done with the
former Talisman property and to provide research as well as recommendations on the four viable
options, established by the task force, for the future of the property. This report was provided to
the Municipality of Grey Highlands and associated Talisman Revitalization Task Force in light
of the upcoming decisions required for the revitalization of this property.
The study was conducted as part of the academic requirements of graduate students
enrolled in Advanced Planning Practice, a course in the Rural Planning and Development
Masters Program at the University of Guelph. Out of a number of worthy projects, the Talisman
Revitalization project was specifically selected due to the seriousness of the status of the
Talisman resort, the importance to engage with local communities, and the urgency to
collectively reach a solution. This undertaking has been both an exciting and challenging
opportunity as the Talisman property undergoes this transition.
This report will begin by providing a background on the former Talisman property and
the study in general. It will then explain the methodology that was used to conduct this study,
followed by the results and analysis of these methods. Four briefing notes will discuss examples
of case studies to support ideas on future uses of the former Talisman property. The following
section will briefly touch on land use planning policies involved with this property. Lastly,
recommendations will be made regarding the future use of the property and how these
recommendations meet both the Municipality's goals and the community's concerns.
Overall, our study has found that there is not one definitive answer regarding the revitalization of
the former Talisman property. A number of potential solutions have been proposed, however,
certain options may be geared toward certain stakeholders. The Task Force is encouraged to
consider all options discussed in this report, as these are heavily based on community input.
4
While the recommendations addressed community desires (as indicated in the survey) and the
Municipality's objectives, it is imperative that a developer be found to implement these
recommendations.
BackgroundTalisman Mountain Resort has been an economic anchor for the Grey Highlands
community for over 40 years. First established in 1963, it was the largest ski school in Ontario
and the resort consisted of accommodations, two chair lifts, a T-bar, and restaurant facilities.
Over the next five years the resort added a golf course, tennis courts, a swimming pool and
additional accommodation facilities. The resort flourished for the next 15 years and was then
sold in the 1980's. The resort continued to evolve, allowing snowboarders to access all of the
hills, adding accommodations, dining facilities and meeting rooms. This evolution continued
until 2006 when the resort was sold again. Due to the economic downturn and regional
competition from Blue Mountain Ski Resort, the new owners were not able to meet their
property tax obligations and the resort closed in March, 2011. Two land parcels of the former
resort were successfully sold off during tax sales but the municipality was left with one parcel of
land. On September 25, 2013 the municipality vested the remaining parcel of land. Following
the vesting of the property the municipal council established a Talisman Advisory Task Force
consisting of seven members of the commnnity (Dragonfly Designs, 2014). These members,
where they are from and occupation/specialty are:
a. Grant McGlaughlin, Flesherton, Lawyer (Chair)
b. Philip Allanson, Flesherton, Economic Development
c. Erica Gerguson, Kimberley, Planning
d. Gary Gingras, Eugenia, Entrepreneur
5
e. Jim Halliday, Flesherton, Entrepreneur
f. Russell Sevemuk, Kimberley, Sales Representative
g. Peter Zinkan, Kimberley, Real Estate
During their initial deliberations the task force set two over-arching objectives for the
project. The first objective was that whatever was proposed for the property would provide an
economic benefit to the area and municipality. The second objective was that priority would be
given to any revitalization proposal that contributed to the municipality citizens' quality of life.
Based on these over-arching objectives the task force developed four options that they asked the
University of Guelph Rural Planning and Development graduate students to investigate. These
options, pulled directly from the task force's own description are:
a. Focus on Conservation - This scenario would see priority on conservation of thenatural environment including public stewardship and public use of the lands.There would be limited new physical construction yet accommodation and somehousing would be possible. Private investment and commercial enterprise wouldsimilarly be limited. Most of the revitalization would focus on the natural assetsof the lands in support of recreation activities.
b. Focus on Education and Training - An operator/owner would be required torevitalize the property to provide either public or private training and educationfacilities and activities. This could involve a focus any of a wide range of themesincluding food, sport, ecology or combinations. This scenario would likelyinvolve housing, accommodation, food outlets and other infrastructuredevelopments such as recreation venues.
c. Regional Recreation Hub - This scenario envisages an operator/owner revitalizinga four-season activity with an emphasis on outdoor recreation including provisionof rentals, programs for families and comprehensive food and other services.There would be reasonably extensive accommodation revitalization and somenew housing development.
d. Resort - This activity would involve a revitalizing the site with an owner-operated, self-contained resort facility with accommodation, spa, entertainment,fine dining and recreation. Some on-site housing could be integrated into thisscenario (Presentation, Talisman Public Consultation Meetings, Feb 2014).
6
Based on this direction and the discussions that occurred between the task force and the students,
this report was developed in order to assist the task force with making recommendations to the
council on the future of the former Talisman Property.
MethodologyThe research for this report was gathered using both primary and secondary sources. The
primary source for the research was a survey that was developed by the students in coordination
with the task force (see Appendix). Secondary sources included a review of literature for the
four development options that were proposed by the task force to the students: conservation
areas, training and education, regional recreation hub and the resort. Background research was
used to determine the economic benefit and feasibility of these four options. Due to the fact that
there is no sufficient academic literature that focuses on the revitalization of a resort, research
was conducted through relevant online documents, reports and websites to provide legitimate
context on the resort redevelopment.
The survey for this report was conducted by the students from the University of Guelph
in consultation with the task force. It was distributed electronically on the Talisman
Revitalization Project Facebook page that the students created. A printed version of the survey
was distributed by the task force through two local community consultations that were held in
February, 2014. Responses were collected using Survey Monkey (an online survey tool) and data
collection closed on March 7th, 2014. The goal of these consultations was to gather the
community's input on the future revitalization of the Talisman property. The survey was
streamed into three groups of people: primary residents, secondary residents, and visitors in
order to identify the needs of different groups of people. In total, 147 survey responses were
received from primary residents, secondary residents and visitors to the area.
7
Survey AnalysisThe survey was designed to measure the community interest in potential development
options for the former Talisman property. Questions were posed to all respondents on what
elements they would like to see on the property, what recreational activities respondents would
participate in, and what recreational activities the respondents participated in during the last year.
The remainder of the survey was divided into three separate streams depending on whether
respondents were primary residents, secondary residents or visitors. The streamed questions
were based on the four options proposed by the Task Force and were designed to indicate
community preferences. The survey conducted by the University of Guelph students received a
total of 147 responses from Grey Highlands' including 73 primary residents, 51 secondary
residents and 23 visitors.. While this number of responses does not allow for any statistically
significant analysis to occur, the students were still able to identify some trends in the responses
and provide a number of descriptive charts and tables that may assist the Task Force in making
their recommendations to Council.
Initial Descriptive AnalysisThe distribution of respondents is located in Figure 1. As indicated, the vast majority of
the respondents were primary residents of Grey Highlands followed closely by citizens who had
a secondary residence in the municipality and finally some input from visitors to the region.
Note: Numbers in brackets following a verbal phrase indicate the number of respondents that
selected the category.
8
60
o
How Survey Respondents are Affiliated with Grey Highlands
73
51
Your principal residence Your secondary FeS ideate
23
A place you vist
Figure 1 - Respondents Residential Affiliation with Grey Highlands, Absolute values.
Specifically requested by the Task Force was a question on how the survey respondents
find out about community events in the municipality. Figure 2 shows that the majority of
respondents discover events through word of mouth (118) followed closely by online postings or
online announcements (78).
9
120
100
80
60
40
20
How Respondents Find Out about Community Events in Grey Highlands
Word of Mouth
78
Online
37
13
Radio I ern not interestedin community events
14mPaper Other pease specify)
Figure 2 - How Respondents Find Information on Community Events
The "Other" respondents found out about community events from the different
association newsletters (5), online (5), from library postings (1), flyers (1), and word of mouth
(1). Therefore, respondents are obtaining community information from a variety of sources and
most likely from multiple sources as the overall response numbers to this question are greater
than the overall respondents to the survey.
Fifty-one secondary residents took part in the survey. Figure 3 provides an indication on
how often the respondents visit Grey Highlands.
10
How Often in a Year Secondary Residents are in Grey Highlands
30
2525
20
15
13
10
5
0
2
Two to fair tl irres a year 11 to 211times a year II-her (please ai
Grace a year Fes :a tan times a year 21 et mete tirtreae year
Figure 3 - How often Secondary Residents are in Grey Highlands
The eight respondents who filled out the "Other" category should have indicated 21 or
more times a year bringing the total tally to 33. The vast majority of the respondents (40 out of
48 respondents) indicated that they stayed for two to three days each time that they visited their
secondary residence. This indicates that the majority of secondary resident respondents are in
Grey Highlands two weekends a month throughout the year on average.
Figure 4 describes how often the visitors that responded to the survey vacation in Grey
Highlands. Sixty percent of the visitors indicated that a day trip to Grey Highlands was the
extent of their visit to the municipality. Thirty percent of the visitors indicated that they usually
spend two or more nights in the municipality.
11
How often do you visit the Grey Highlands area?
16
1414
12
10
8
6
44
22
0Once la year Two to four times a year Ten or maretirnts a yearFive to nine
time.s s year
Figure 4 - How Often Visitors are in Grey Highlands
Recreation/Conservation AnalysisThe first question that was asked of the respondents was to rate components of the four
development options on a five point Likert Scale. The five-point scale was as follows:
1. Not Important2. Somewhat Important3. Neutral4. Very Important5. Extremely Important
The chart below displays the average rating of all of the options from all respondents.
12
4
o
Average Ranking of Potential Options on the Former Talisman Resort
13uom 4r
iurr
oj sso
Jo
172 36B 163 163 357 355 3.55 3.54
$ 1 P i° E ;Pe al
I Pg d
3.38323 3.22 lig
az 2
a5 233 274 231 2.68
Figure 5 - Respondents Average Ranking of Potential Options for the Former Talisman Property
The missing averages include 3.94 for Snowshoeing and 3.89 for trail infrastructure and
cross-country skiing. A point to consider is that the top four options, according to the survey, are
activities that would require very little infrastructure to support. This indicates a strong interest
in the conservation option proposed by the Task Force.
The ranking of relative importance of the elements was followed by a question that asked
respondents to indicate what activities they and their family would participate in if they were
available in the region. Figure 6 indicates what percentage of respondents and their family
would use or participate in the indicated activity.
13
100%
80%
60%
40%
20%
0%
What Activities Respondents and Their Family Would Use
872%
7807
70.2
58.256_0% 55.3%
582% 57.4% — 56.6";,. 11111%
411 % "
13
39.7 %
76%313,7
'F!
37
B iF
EiE1no3 jpo
33_
bU IUUJLTI boi
d oRN
11 I
2.'1R
aLll
'°°P4n0
O
%28.4%
312%?DS %
— 14:9
220 %1B.4%
I I I I O
2
othilvj Ja
Luvi
ng
Figure 6 - What Would Respondents and Their Families Use
Respondents who marked the "Other" option indicated activities such as water/swimming
activities (5), health center (2), meditation center (2) and one mention of each of the following
activities:
1. Senior's Activity Hub2. Equestrian Activities3. Tennis4. Outdoor Education5. Massage6. Freestyle Ramp7. Off road motorcycle trails8. Rope course9. Star Observatory
Interestingly, four of the top five ranked options of importance (Hiking Trails,
Snowshoeing, Conservation Area and Cross Country Skiing) offer examples of outdoor
14
recreational activities. Each of these options would require the development of very little
infrastructure in order to ensure successful implementation. These options are again focused on
the conservation option proposed by the task force.
Rounding out the top five options was a restaurant. Based on the analysis from the
survey, the majority of respondents who were permanent residents of Grey Highlands dine out
three to five times a month. The majority of respondents who were secondary residents of Grey
Highlands dine out once each time that they visit Grey Highlands. It is unclear if this data is
sufficient to say whether an additional restaurant located in the former Talisman Resort property
would have sufficient patrons to be successful.
In order to validate the responses above, the respondents were asked to indicate what
recreational activities they had participated in during the last twelve months. Figure 7 displays
the responses.
Number ofResponses
What Activities Have You Participated in During the Last Year
70
60
50
40
30
20
10
2upoqsmous
&I!P
is umumoa
crq
2uTpis Ailunoo-ssoiD
Activity
cn
naq
■ Primary Resident
▪ Secondary Resident
- Visitor
Figure 7 - Respondents Participation in Recreational Activities in the last Twelve Months
15
Respondents who indicated "Other" listed activities such as horseback riding (6),
kayaking/canoeing (4), running club (3), ATVing/snowmobiling (3), soccer (2), swimming (2),
and one mention of each of the following activities:
1. Chess Club2. Baseball3. Youth group4. Skating5. Yoga
Hiking and snowshoeing were two of the top five activities that all respondents had
participated in during the last twelve months. Downhill skiing was also high on the list of
activities that respondents participated in. However, with the competition from Blue Mountain
Resort and Beaver Valley Ski Club in close proximity to the former Talisman property, the
reopening the Talisman Resort as a downhill ski club may not be a valid option. The
competition in the area is too great to overcome and the market is saturated. In addition, farmer
employees of the Talisman Ski Resort attended the facilitated community conversation event in
Kimberly on February 22nd, 2014 and spoke to the challenges faced by the property with respect
to functioning as a ski hill.
Education Center AnalysisThe second option that was considered as a possible use for the former Talisman property
was the creation of an education or training facility. In order to judge whether this was a good
option for the property, primary residents were asked if they participated in continuing education
throughout the year. Of the 66 respondents that answered question 39, 59% stated that they did
participate in continuing education while the remainder did not participate. A follow up question
requested respondents to indicate why they did not participate in continuing education and
Figure 8 below indicates their responses.
16
14
12
10
6
Primary Residents Reasons for not Participating in Continuing Education
13
No reoulirernent
6
Not locatedclose to home
4
3
Na prozirams available Other please specify}that I am interested in
Figure 8 - Primary Residents Reasons for Not Participating in Continuing Education
The respondents that indicated "Other" stated that their reasons for not participating included not
enough time, not currently enrolled in anything, and that they were concerned about travelling in
the winter due to uncertainties of the weather. Secondary residents and visitors were not asked
this question as it was assumed they would participate in continuing education at their primary
residence.
This indicates that if there was a continuing education facility located on the former
Talisman Resort, 68% of respondents would be interested in participating in continuing
education courses. This percentage was calculated by adding the six respondents who said it was
not close enough to home to the respondents that replied that they did participate in continuing
education. Further analysis on this topic is conducted in the literature reviews that follow.
17
Regional Recreation HubIn order to access the community's interest in the establishment of a Regional Recreation
Hub on the former Talisman property, respondents with children were asked to comment on
extracurricular activities as well as to comment on their interest in accessing local food. The
survey's findings are discussed below:
Extracurricular Activities
In order to assess the level of interest in accessing extracurricular activities in Grey-
Highlands, questions were asked to determine whether residents, and visitors alike currently
enroll their children in extracurricular activities in the area, as well as if they feel that there are
currently and gaps in service. The survey results demonstrated that the majority of respondent in
all categories indicated that their children participate in extracurricular activities in Grey
Highlands. This is illustrated in Figure 9 below.
32
Do your children participate in ExtraCurricular Activities in .Grey Highlands?
• Yes .no
30
8
3 3 II 1
Primary Resident Secondary Resident Visitor
Figure 9 - Children's Participation in Extra Curricular Activities
18
Further, respondents with children were asked to identify any gaps in available children's
extracurricular activities in Grey Highlands. The answers varied slightly between primary and
secondary residents and visitors. The results are illustrated in Figure 10 below.
28
What Additional Children's Extra Curricular Activitieswould you like to see in Grey Highlands?
17
1• Primary Resident • Secondary Resident Visitor
22 20
10
17
11
7
I 111 4111
8
Active recreation Nature education Passive recreation. Other
Figure 10 - Preferred Additional Youth Extra Curricular Activities
Primary residents identified a need for additional active recreation (28), nature education
(22) and passive recreation (17) respectively. Other response elaborated on. the identified need
for additional extracurricular programs centered on active recreation and nature education
including hiking, summer day camps, access to permanent sport facilities which include a pool
and physical fitness opportunities, as well as snowmobiling and ATVing. In addition, the need
for additional passive recreation was touched on with a suggestion for establishing clubs, for
example chess, that would help engage youth that are not interested in sports.
Secondary residents identified a need for additional nature education (20) and active
recreation (17) with much less of a focus on passive recreation. Other responses built on the
identified need for additional nature education and active recreation with suggested programs
19
including day camps, obstacle courses in the woods, skiing, cycling, golfing, snowshoeing and
hiking programs as well as snowmobiling and off road motor cycling.
Visitors identified a need for additional nature education (11), active recreation (10), and
passive recreation (4). Other responses supported the demonstrated need for additional active
recreation with the suggestion of swimming.
The total responses from all categories make it clear that there is a perceived need for
additional extracurricular activities which centre on active recreation, natural education, and
passive recreation. In order to satisfy this need the Municipality of Grey Highlands could
consider a Regional Recreation Hub, a Training Facility specifically focused on sports and sports
camps, or a partnership with a local conservation authority to develop nature education programs
on the former Talisman property.
Farmers Markets
Local food is a hot topic in Ontario, but do residents and visitors of Grey-Highlands
agree? Respondents were asked to indicate whether they regularly attended a farmers market in
Grey Highland as well as to indicate which market they frequent if they answered yes. The
results are illustrated in Figure 11.
20
Regularly Attend Farmer's Market
Primary Resident Secondary Resident Visitor
Figure 11 - Which Respondents Regularly Attend a Farmer's Market
The table demonstrates that local food is not a top priority for residents and visitors of
Grey Highlands. Those who feel local food and attending Farmer's Markets were important
indicated which markets they currently visit. The results illustrate that Flesherton's Farmer's
Market was the most commonly visited of the markets available in the surrounding arca. The
remaining responses are shown in Table 1 below:
Location Primary Secondary VisitorFlesherton 19 11 2Meaford 9 1Owen Sound 7Keady 5 4 1Clarksburg 1St Jacobs(Kitchener Waterloo)
2
St Lawrence 2Collingwood 2 1Dundalk 1Guelph 1Kimberly 1Markdale 1Table 1 - Which Farmer's Market do Respondents Usually Visit
A follow up question asking respondents to further describe their motivations for buying
local food or reasons for choosing not to buy local demonstrated that for many, the decision to
21
buy local is simply a matter of convenience. The table below demonstrates that many of the
respondents indicated that if local food options are available at their local grocer of choice, they
will choose to purchase them. The results are illustrated in Figure 12 below.
60%
SO%
40%
30%
20%
10%
0%111
Importance of Buying Local
1I buy local if it is I seek out local food Reasonable pricesavailable at my sources are more importantgrocery store of that local food
choice
■ Primary Resident ■ Secondary Resident Visitor
Other
Figure 12 - The Importance of Buying Local Food
The collected survey results suggest that access to local food is not a priority for residents
and visitors of Grey Highlands. Attending Farmer's Markets or seeking local food options was
not important for the majority of respondents. Although the survey responses suggest that
secondary residence and visitors are more interested in access to local food than permanent
residents, the Farmer's Market in Flesherton appears to be established in the Municipality as the
`go to' for local food needs. With this in mind, it may not be wise to draw their clientele and
potentially cause this existing business venture to deteriorate by establishing a similar product at
the former Talisman property. Given this observation, working to establish a Regional
Recreation Hub with a food focus may not prove to be a sustainable option for the municipality
at this time.
22
25 2220
10
5
II
1
15
8 8Count 10 9
1; 2
20
ResortThe final option that was considered as a possible use for the former Talisman property
was the creation of a full service resort with secondary businesses. In order to judge whether this
was a good option for the property, all respondents were asked to indicate what services they
would use if available in Grey Highlands.
Services Primary and Secondary Residents and Visitors Would Usein Grey Highlands if Available
23 23 23
I 7
12
8
11 I
4
16 6
I 2
7
E
1
Massage Chiropractor Alternative Spa services Yoga studio None of the Othermedicine above
Services
• Primary Residents • Secondary Residents Visitors
Figure 13 - Additional Services All Respondents Would Use if Available in Grey Highlands
Figure 13 shows the services that primary residents, secondary residents, and visitors of
Grey Highlands would use if they were available. These services include a massage therapist,
chiropractor, alternative medicines, spa services, yoga studio, none of the above, and other. The
most common services that would be used if available were a massage therapist, spa services,
and a yoga studio. Survey participants also had the option to provide written comments on other
services they would like to see in Grey Highlands that were not listed. Table 2 displays the
responses to this other category from primary residents, secondary residents, and visitors.
23
Activity Primary Residents Secondary Residents Visitors
Winter Beaver Valley
Ski Club Ski X
Fitness Classes X
Mindfulness Meditation
Group Practice X
Acupuncture X
Physiotherapy X
Use Services but not once
a month X
Downhill Skiing X
Off Road Motor Cycling
similar to Simcoe County X
Clothing/Shoe Stores X
Dentist X
Table 2 - Qualitative Responses to "Other" Services that would be Used in Grey Highlands if Available
24
Percentage of Visitors Happy with Accommodation Selection in GreyHighlands
Figure 14 - Visitor Accommodation Satisfaction
Figure 14 shows the percentage of visitors of Grey Highlands that are happy/unhappy
with the selection of accommodations in Grey Highlands area. Ninety-two percent of visitors
said they were happy with the accommodation selections in Grey Highlands and only eight
percent said they were unhappy about accommodation selections in Grey Highlands.
25
Percentage of Visitors Willing to Visit Grey Highlands More Frequently ifa New Resort was Constructed
• Yes • No
Figure 15 - Visitors that would frequent Grey Highlands more often if there were a new resort
Figure 15 shows the percentage of visitors who would visit Grey Highlands more
frequently if there was a new resort with accommodations or housing available. Fifty-nine
percent of Grey Highlands visitors said that they would be willing to visit the area more
frequently if a new resort with accommodations or housing was available. Forty-one percent of
Grey Highlands visitors said that they would not be willing to visit the area more frequently if
more accommodation options were available. These statistics are interesting compared to the
previous Figure that showed that ninety-two percent of visitors are satisfied with
accommodations in Grey Highlands.
Survey participants were asked an open-ended question of what other activities they would
like to see in Grey Highlands that were not mentioned in the survey. There were ten written
responses to this question. Among these responses were the following activities:
1. Low income housing2. Services and shopping3. More of a focus on the environment (such as with waterways, beaches, and the Bruce Trail)4. More of an incorporation with food
26
5. Movie nights6. Entertainment7. More outdoor sports such as downhill skiing, snowmobiling, swimming, and a fitness
center
Many of these categories such as housing, a focus on the environment, food, and outdoor
sports are somewhat already integrated in the four options being proposed for the property. In
addition, more than one of these activities could be offered if the former Talisman site is turned
into a multi-use property.
Additional Aspects Identified by RespondentsIn the design of the survey there were two opportunities for respondents to offer
comments on what they thought of the Grey Highlands area and whether there were any
additional aspects that they would like to see considered for the revitalization of the former
Talisman property. The students compiled these comments and analyzed them to get an overall
impression of the respondents' ideas and wishes.
Primary and secondary residents were asked what they valued about the Municipality of
Grey Highlands. There were 92 responses to the question. Many of the responses mentioned
multiple unrelated features and as such, were counted more than once. Figure 16 provides a
summary of the categories that the students defined after reviewing the responses and the number
of times each category was mentioned by the respondents.
27
40
35
30
25
20
15
10
5
0
What Primary and Secondary Residents Value in Grey Highlands
38
2
11
I 2 1 2 24
, Elm x.
4.'‘
..z '-- ob cc. 9& • e
“' -'0 0"
-.• ." 4c,..6g s:\ \ '
& '0 C.).C.) 0
ocs. 0?e& .g-1"
`.?'
aPrimary Residents
" Secondary Residents
Figure 16 - What was Valued in Grey Highlands
The environment category received recognition if respondents indicated nature, beauty,
environment, peace or other similar descriptors. All other categories are self explanatory. In
order to get the full scope of the responses, the students encouraged the task force to read the
responses to questions 5 and 17 in Appendix 2. Primary and secondary residents both indicated
that the environment, outdoor activities and the rural culture of Grey Highlands were the most
valuable aspects of the municipality. In order to meet this community requirement, the task
force could consider a conservation initiative or a sports training facility.
One of the final questions to all respondents offered survey participants an opportunity to
identify any possible aspects or options to the former Talisman property redevelopment which
had not already been discussed in the survey. The responses to this question were coded and
grouped into common categories. There were a total of 62 responses to the question. The
28
responses that offered common trends or could be matched to Figure 16 above are displayed in
Figure 17 below.
Are There any other Aspects that Respondents would like to See?
12
10
0
10
6
Zi''' . -}'Cl'
Nv° <ZS' • •{.
• C.. ' ̀09'C' '1
0S°' CLC'Z'
112 01Primary
in Secondary
l
,.,,,•Z
CP
%.‘
Tr''S'
‹.' • .;>.% . -Cse....§)
4se C.il"4° <,..3P'
. -•'$ C;S:'
• '.$),,,.'c'•1}
Visitorb•
.03
Figure 17 - Additional Aspects Not Covered in Survey
The task force is encouraged to review the responses to Question 42 in Appendix 2 to
have a fuller understanding of the scope of comments. The comments on recreational activity
offered different activities such as equestrian facilities, ATVing and mountain biking that had not
been considered by the students. There were a number of comments that linked economic
development, sustainability and housing together and identifed opportunities for the municipality
to be innovative. The training and education facility comments indicated a preference for a
facility geared towards youth. Some of the comments implied that the municipal government
should take the lead on the development and others that explicitly stated it should only be a
private venture. These comments may spark additional ideas or options that the task force
wishes to pursue.
29
Literature Review
Focus on ConservationThe first option examined focused on a conservation of nature and green development
options.
Green Development: Ecoresorts and Ecovillages
The role of a developer and entrepreneur is crucial in discussing possible options for a
property such as the former Talisman site. Kokkranikal and Morrison (2011) discuss the role of
entrepreneurial innovation in tourism development through community networking in an eco-
heritage resort at Coconut Palms in Kerala, India. The article emphasizes the level of capacity
that the entrepreneur has to change economic activity through tourism at a micro-level. In this
case study the indigenous community network in Coconut Palms came together to assist in
supporting and operating the eco-heritage tourism resort with the help of local stakeholders and
an entrepreneur. Furthermore, this article shows how one entrepreneur has the potential to make
a contribution to the lives of individuals in a community in need. The methods that were taken
into consideration during the implementation of this heritage resort were local knowledge,
geography and fragmentation. Private sector partnership with the community is what made the
eco-resort initiative in this study so successful. Allowing this entrepreneur's business activities
of development to thrive while achieving positive community effects (in terms of the economy
and the environment) can serve the identified goals of serving the needs of both the local
community, the need for tourism, and economic benefit. Best practices can be learnt from this
case study to initiate community-led undertakings.
This study demonstrates that engaging human, cultural, and social resources in a
community is key to attaining economic benefits while achieving social and environmental goals
(instead o•f just one party). As such it is imperative that the right entrepreneur is found and that
30
these factors come together to reach the primary development goals. Similar to this study, such
methods have been taken to collectively brainstorm future uses for the former Talisman property.
Residents and businesses need to react to changing opportunities. This condition has
proved true in the context of the former Talisman Property. Barton (1998) explores just this idea
and suggests the key to developing sustainable projects lies in building partnerships and
engaging the local community. Once strong community connections are established, the project
developer or founder is brought on to ensure appropriate resource management techniques are
employed. Unfortunately, many forward thinking or unconventional projects are held back
either by the public or the Municipality in regarding green initiatives, unconventional housing,
and change. Nevertheless, this study demonstrates the potential to facilitate the recovery of a
local community in small-scale rural projects by fostering partnerships, engaging with the
community, and focusing on sustainability
A major component in building sustainable communities is the fact that they are often
misunderstood by three main groups: the developer, the resident, and the city. Bowman,
Thompson and Tyndall (2012) reveal that residents, developers, and city staff have an interest in
creating low-impact subdivision communities that integrates preserved natural areas and
environmental benefit. However, it is lack of information and misconceptions that lead many
people to discourage this type of new development. The article highlights that stakeholders are
usually generally familiar with low-impact subdivision developments but do not necessarily
show a firm understanding on the subject. Homebuyers were of the least familiar group to the
low-impact subdivision concept but also showed a high level of interest in purchasing homes in
such subdivisions. City staff demonstrated an inclination to assist with and generally support
these subdivision designs (Bowman, Thompson & Tyndall, 2012). As discussed above, low-
31
impact subdivisions are viewed differently between a variety of individuals. Perhaps if this
understanding is clarified between the developer, residents, and the city, then we can begin to
accept this type of development and ensure a smoother implementation phase.
Both of the above mentioned studies offer positive examples for the former Talisman
property in Grey Highlands as it faces the need for redevelopment and change. With respect to
example 1 above, the Municipality and task force have already taken steps to ensure that
community members are informed and involved in the revitalization process. This has been
achieved through public consultations regarding the Talisman Revitalization. Unfortunately,
based on both the comments heard at the facilitated events and collected through the survey, it is
evident that not all community members are ready to respond to the need for change on the site.
As such, additional efforts may be required to ensure that the community understands the need
for change and is prepared to react accordingly.
Nevertheless, the design of intricate development was heavily discussed at the second
public consultation meeting in Kimberly in Grey County where several residents reinforced how
transformative and impactful a holistic approach involving cutting edge architectural design
combined with new green technologies as well as consideration for the surrounding ecosystems
and unique landscape features.
Moving forward, ongoing efforts to develop strong partnerships, firstly with community
members, local organizations and adjacent municipalities would provide the first step to
connecting with appropriate developers to lead the revitalization process at the former Talisman
property. In addition, flexibility and support from the City on the approval projects for these
unconventional housing developments could facilitate the process of connecting with an
interested developer. It was also suggested that the City consider possible tax or density
32
incentives and would meet conservation guidelines. The city could promote economic growth
through designs that reduce impact on natural systems.
The Global Ecovillage Network (GEM) is a registered charity involving several
stakeholders with a vision to inspire people to live a sustainable life and further, to develop a
sense of community. This Network ultimately provides the resources individuals need to live in
ecovillage-type communities in a sustainable manner and brings together different cultures and
countries (GEM, 2014). Members of GEM include small rural ecovillages, permaculture sites,
and educational centres around the world.
The Ecovillage in Ithaca, New York is a specific example of a successful small rural
ecovillage community. This village was founded by Liz Walker in 1991. Liz also assisted with
the launch of the Global Ecovillage Network and has organized several environmental groups.
The staff of this village is comprised of two full-time and four part-time employees as well as
numerous volunteers involved with Committees, program initiatives, education and awareness
(Ecovillage Ithaca, 2014). The village is made up of 175 residents in 75 homes on 175 acres
which is divided into three residential development hubs centred around a shared community
building, as housing was developed in three separate phases. Residents range from families,
singles, couples, and retired individuals. The site also includes a 55 acre conservation easement
held by the Finger Lakes Land Trust.
Another example of a similar successful and local establishment is the E'Terra eco-lodge
on the Georgian Bay shoreline in Tobermory founded by Laurie Adams (E'Terra, 2014).
Another example of a similar successful and local establishment is the E'Terra eco-lodge on the
Georgian Bay shoreline in Tobermory founded by Laurie Adams (E'Terra, 2014). E'Terra is an
environmental eco travel destination, getaway and wellness centre with a focus on the
33
wilderness. This eco-lodge offers its guests services such as rustic accommodations, fine dining,
recreational equipment (such as kayaks and canoes), salt water pools, and access to many of
Georgian Bay's wonders like the Niagara Escarpment trails, cliffs, Bruce Peninsula National
Park, boating tours, and a marine park with shipwrecks. Though this destination is very luxurious
and expensive, a less-expensive alternative could be developed in Grey Highlands. The
destination would offer the similar exposure to the natural environment, as well as the Niagara
Escarpment and the Bruce Trail.
An ecovillage could serve the goals identified in revitalizing the former Talisman
property in terms of incorporating activities and a way of life to minimize environmental
impacts. Communities living in ecovillages strive to live in an ecologically sustainable manner
and participate in environmental stewardship initiatives through green building practices, the use
alternative energy sources such as solar panels, and through the sharing of resources. In addition,
ecovillage communities practice local farming and would begin to solve the issue of accessibility
to fresh local food in Grey Highlands. In addition to these benefits, homes in ecovillages are
economically feasible, and would contribute to the tax base of Grey Highlands. Another
advantage of ecovillages is the strong ties it creates between its neighbourhoods as they are
centre around a common house where weekly communal events are hosted. Ecovillages can
serve the needs of both the local community and tourists as these homes would be available to
both groups.
Despite the many benefits to ecovillages, there is reason to approach this type of
development with caution as disadvantages do exist. Firstly, life in an ecovillage may not be for
everyone. Typically ecohomes are quite small and the initial cost of construction tends to be
quite high. Ecovillages are also located on shared land where community members are allocated
34
only a small portion for themselves. Shared resources, for example the food produced on the
grounds, may be in short supply during certain times of the year or as a result of unforeseen
weather conditions. Also, the focus on community engagement which some may see as an
advantage, may in fact be seen as a loss or privacy by others. Secondly, an ecovillage
development could only be undertaken by a committed and experienced developer interested in
ecovillage advancement as these communities require a great deal of maintenance over the long-
term.
Conservation and Trail Systems
Another successful example of conserving lands is the Bruce Trail membership program
that the Bruce Trail Conservancy oversees. Members of this program have certain benefits such
as organized hike programs, access to natural spaces, discounts, and newsletter updates.
Members take comfort knowing that they are contributing to the conservation of these lands but
while still ensuring public access to this special unique natural area. This is important in Grey
Highlands as it was mentioned in the public consultations in Grey Highlands that access to the
former Talisman property is an important aspect to maintain for the community. A similar
membership could be extended into Grey Highlands where a trail hub could be incorporated into
the Niagara Escarpment as well. Having a trail hub and a membership program would meet
many of the goals identified such as economic benefit, while maintaining an inexpensive access
to the property for its members. Both the local community and the need for tourism would be
satisfied and the area would remain in its natural state. Local conservation authorities and
environmental organizations could also work with the County to implement an escarpment land
preservation reserve to ensure the conservation of the site for both the present and the future.
This initiative would be supported mainly by volunteers, with some staff from the conservation
organization when necessary as with the Bruce Trail system (Bruce Trail Conservancy, 2014).
35
Another example of a similar successful and local establishment is the E'Terra eco-lodge
on the Georgian Bay shoreline in Tobermory founded by Laurie Adams (E'Terra, 2014). E'Terra
is an environmental eco travel destination, getaway and wellness centre with a focus on the
wilderness. This eco-lodge offers its guests services such as rustic accommodations, fine dining,
recreational equipment (such as kayaks and canoes), salt water pools, and access to many of
Georgian Bay's wonders like the Niagara Escarpment trails, cliffs, Bruce Peninsula National
Park, boating tours, and a marine park with shipwrecks. Though this destination is very luxurious
and expensive, a less-expensive alternative could be developed in Grey Highlands. The
destination would offer the similar exposure to the natural environment, as well as the Niagara
Escarpment and the Bruce Trail.
Challenges
Though several conservation alternatives are proposed for the former Talisman property,
some challenges arise when it comes to implementation. Firstly, while it may be recognized how
important it is to create a solid partnership between the Municipality and the right developer, this
is easier said than done. It will be very difficult to find the 'right' developer who is fully
committed and interested in implementing these types of sustainable projects as well as maintain
it for the long-teiiii. Secondly, it was mentioned that unconventional green housing projects are
not always easily accepted by the community or the Municipality, nor do these groups like to see
change or have the capacity to adapt to these changes in a swift manner If a developer does
propose a green development in Grey Highlands on the former Talisman property in which it
meets all identified objectives (economic benefit and favourable to the environment), acceptance
and support of this change will be critical in ensuring the development is passed to grow and
thrive in years to come. Thirdly, if a conservation trail system or natural park route is chosen for
the subject property, the goal of conserving these lands will be met but economic benefit will
36
suffer as this type of development would not produce much profit compared to an eco-resort
which has more to offer.
Focus on EducationThe second development option focused on a private development of an education or
training center whose target audience could be youth, post secondary education and continuing
education.
Post Secondary Education Facility
Established universities and colleges in Canada are seeking to expand their student
populations through the use of satellite campuses. The Province of Ontario is also exploring
opportunities to expand university and college satellite eampuses(Brown, 2014; Brown, 2014;
Ministry of Training, Colleges and Universities, 2013). Many of these campuses are focused on
fast growing, urban centers where there is a perceived gap in the secondary education options
for the region's youth. However, there are a few satellite campuses that have been established in
more rural areas. For example, a rural campus in Bracebridge, Ontario houses both a Nipissing
University and a Georgian College satellite campus that were first introduced in the vacated town
community center in 2007/2008. The government is open to similar university-college
collaborations that would provide additional options to those pursuing post secondary education
in the province.
The establishment of an education facility in a community results in three sets of
economic benefits. The impact of economic benefits include the direct benefits to the
community during the initial construction of the facility, the ongoing economic benefits related
to the operation of the facility, and the direct payment of fees to the municipality. The first
benefit is the direct injection of funds into the economy to construct the facility. Construction
jobs, the purchase of material and rentals are benefits that would be felt throughout the region.
37
Repurposed facilities need to be modified to provide the office, classroom and meeting room
space required for the satellite campuses. As well, there are usually requirements to upgrade the
electronic technology, such as high speed interne and video conferencing capabilities that are
required in the repurposed facility.
The ongoing operation of the satellite campus would also economically benefit the
community. An influx of staff and professors who may relocate to the Grey Highlands
municipality, or commit to commute into the campus located on the foiiner Talisman property,
will bring additional revenue to the supporting businesses in the municipality. As a rural
campus, this facility would provide an opportunity for the youth currently in Grey Highlands to
receive post secondary education. It would also draw students from the surrounding
municipalities who may not be able to afford to relocate to a separate city as well as pay tuition
costs, but could afford the commuting costs if they were able to stay at home.
The final economic benefit would be the direct fees that the campus pays to the
municipality. While universities in Ontario do not pay traditional municipal taxes, they do pay a
fee per student attending the university. This fee is currently set at $75 per student. Additional
revenue to the municipality will be received through property taxes for the residences of
professors and staff that would work at the campus (KPMG, 2011).
ChallengesThere are several challenges that the Municipality of Grey Highlands would have to
overcome to achieve a satellite campus on the former Talisman Resort grounds. These
challenges include population, geography, and current fiscal realities.
The Government of Ontario is currently focused on funding satellite campuses in fast-
growing urban areas that do not have current post-graduate options. "The new approval and
selection process is primarily focused on initiatives that are designed to accommodate significant
38
long-term increases in the number of domestic, full-time post secondary education
students"(MoT, 2013). In fact, the projects that are most likely to get funding are the initiatives
that are able to accommodate and show that there is an enrolment potential of more than 1000
full-time students in the short term with a longer-term target of 5000 to 10 000 over the next 20
years (MoT, 2013). Looking at the population of Grey Highlands and the surrounding
municipalities, there is not enough of a population base to support this enrolment requirement.
While a full population forecast is outside the scope of this report, an initial look at the
community profiles for Grey Highlands and the surrounding municipalities for the age cohort of
20-24 year olds yielded the following table:
Population Cohort 20 - 24 years old (numberof persons)
Region 2001 2006 2011
Grey Highlands 415 515 525Town of Blue Mountains 245 330 160West Grey 590 625 630Southgate 310 360 455Chatsworth 330 320 315Meaford 470 624 610
Total 2360 2774 2695Table 3 - Population Cohort 20-24 years old from Stats Can Community Profiles 2001, 2006, 2011
According to Zeman (2008) the average enrolment of youth in post secondary education
(university and college) is approximately 60% nation-wide. Based on this data the number of
eligible undergraduates in the region would have been 1617 students in 2011. While this would
have been sufficient to meet the 1000 student benchmark it would assume that all eligible
students would choose to remain in the region and not attend any other institutions in the county.
The second challenge that Grey Highlands and the former Talisman Resort property face
is their geographic location. Around Grey Highlands, the region has two medium sized urban
39
centers, Collingwood and Owen Sound. These cities were purposefully excluded from the
population analysis because they each have Georgian College satellite campuses. These satellite
campuses currently draw youth from the Grey Highlands and surrounding region as well and will
skew the numbers of the analysis. Collingwood and Owen Sound, as mid-sized urban centers,
would be more likely to attract additional education facilities because of the amenities available
in the cities. The former Talisman Resort property is somewhat isolated in the municipality with
the Village of Kimberley being the closest location that could offer any facilities to students and
staff at the potential campus. The campus would have to be completely self sufficient for food
and other amenities that might be required. This will increase the construction costs and reduces
the likelihood of getting a university or college to consider the site as a potential campus
location.
Finally, there is a fiscal reality in the province that must be considered. Not withstanding
the provincial government stating that they will fund satellite campuses, public university
funding is being cut across the province. The University of Guelph recently made a decision to
close two of its satellite campuses in Eastern Ontario. The Kemptville and Alfred campuses
have stopped accepting new enrollees and will cease teaching at the end of 2015. These closures
were partly due to the $32.4 million shortfall that the university is currently facing in funding.
These campuses were not meeting enrolment numbers and were struggling to gather sufficient
numbers from the surrounding regions (Bradshaw, 2014). With the overall population in rural
communities in Ontario staying consistent or shrinking rather than growing, it is unlikely that
universities and colleges will be willing to take the risk in Grey Highlands when there are faster
growing urban populations still requiring post secondary services.
40
However, if the municipality wishes to pursue this as an option they must find a
university or college that is willing to enter into a partnership. The provincial government is
currently accepting proposals for funding of these satellite campuses, but the proposal must come
from the education facility, not the municipality.
Training Facility
The forrner Talisman Resort does offer an opportunity to establish a training facility that
could cater to children in the summer time and business leadership training throughout the year.
This facility could be modeled off of a similar group near Lakefield, Ontario called Camp
Kawartha. Camp Kawartha is a not-for-profit organization that conducts summer camps for
children, teaches outdoor education programs to elementary and high school students that are
grounded in the Ontario Curriculum, and delivers environmental education programs to
elementary, high school and university students. The group rents out their facilities to businesses
to conduct professional development retreats during the evenings and weekends. Additional
revenue options could include conducting leadership-training exercises with the business
members with experienced facilitators and environmental workshops for businesses (Copson
Ent, 2014).
A second training facility option could mimic the Olympia Sports Camp located in
Muskoka. In the summer, the camp is focused on intensive, weeklong sports camps for youth
between 9 and 17 years old. Sports include individual sports such as golf and tennis and team
sports like basketball and football. In addition, there are week-long camps on conservation,
dance, performing arts, robotics and creative arts. During the school year there are opportunities
for local schools to conduct field trips to improve student's leadership abilities, confidence and
understanding of the outdoors. Activities include climbing walls, rope courses, team sports and
other recreational activities. These field trips would most likely coincide with the beginning or
41
end of the public school year in order to have sufficient counselors available from the post
secondary student population (Leaf Design, 2014). Similar to the Camp Kawartha example, the
facilities could be rented out throughout the year to businesses for professional development
retreats which would allow for some income flow during the off season. While this would
provide a seasonal economic benefit to the area, the social benefit to the youth of the area might
be even more important. Research has shown that, "participation in high quality,
creative...programs can offer in young people important benefits, such as: individual
development, socialization, improvement of physical condition, acquisition of positive
values ..."(Costa etal, 2004, p.23).
Both of these scenarios are faced with a number of challenges. Both training facilities
require specialized coordinators/facilitators to be interested in developing the former Talisman
Resort property or are capable of being trained by the developer. In the Camp Olympia option,
there are specialized coaches for each of the different sports and activities offered. These
coaches would develop the training program and the staff that consist of high school seniors and
athletically focused post secondary students to implement the program. The majority of the
economic benefit would be recognized during the summer months with the increase in youth,
counselors, and activity at the facility. This camp would also be in direct competition with other
summer camps that are run throughout the region. The camp would be at a disadvantage in
comparison to camps located along Georgian Bay, Lake Huron or any other lake. Most camps
offer water sports that do not reflect the reality at the Talisman property.
The greatest challenge for Camp Kawartha, is it is a registered not-for-profit
organization. A portion of their budget comes directly from corporate and personal donations to
the organization. Without this existing sponsor, or a history that would encourage sponsorship,
42
this would limit the economic benefit to the municipality, as the organization may not be able to
afford the redevelopment required as well as the municipal taxes on the property. In order to
establish a facility similar to Camp Kawartha the staff must be educators who have familiarity
with the outdoors Examining the staff currently listed on the Camp Kawartha website, 7 of 9
instructors have between 5 and 20 years of outdoor education experience. The current
qualifications of individuals whom reside in the Grey Highlands or surrounding region is
unknown. The business case may not be viable to achieve a similar facility as a Camp Kawartha
at the site as there is no historic "story" to develop sponsorship. This option may fit better with
the conservation-focused option developed by the task force.
In conclusion, this researcher does not see a business case for a satellite campus
relocating to the former Talisman property. With the fiscal realities in the province, the
population in the area, and the geographic isolation coupled with the Georgian College campuses
in Collingwood and Owen Sound there are better sites in the province where the government will
focus its money. As well, the potential for an outdoor education facility such as Camp Kawartha
is also limited. With no natural body of water features on the property, the projected cost for
purchase and redevelopment of the facilities is most likely too daunting for a not-for-profit
organization. The best option would be a specialized sports camp like Olympia. While unable to
compete with camps that offer water sports, this researcher believes there could be a niche for
specialty summer sports in the region. There appears to be limited camp options in the
surrounding area, none of which focus on sports. Some of the facilities on the former Talisman
property would assist in the establishment of this camp with existing tennis courts and the
overgrown golf course. Redevelopment would need to focus on additional outdoor and indoor
playing courts that could be multi-purpose use, camp resident facilities and an eating hall.
43
Regional Recreation HubDevelopment option three was described as Regional Recreation Hub. Many of the
possible Regional Recreation Hub scenarios including those with an education, mix-use resort, or
conservation area have already been touched on in the evaluation of the other development
options. As such, traditional Regional Recreation Hubs as well as Food Hubs will be discussed
below.
Regional Recreation Hub: Sturgeon Regional CAO Partnership Committee
In March 2013, Stantec Consulting Ltd prepared a report for the Sturgeon Region CAO
Partnership Committee outlining the Master Plan for a Regional Recreation Hub. The report
includes an analysis of the community in order to demonstrate the viability of such a project.
Stantec's (2013) findings are discussed below.
The benefits to leading an active lifestyle are well documented and generally undisputed.
Providing local residents with a variety of convenient and affordable recreational options can
have a great number of benefits to the community as a whole. Recreational activities effectively
increase physical activity levels which in turn reduce the onset of many chronic physical and
mental health issues for individuals and the community. Recreational activities successfully
build community by connecting families, neighbours, and community members of all ages in
activities which instill a sense of ownership while outdoor volunteer initiatives inspire
environmental stewardship. Further, community interest in recreational activities has the
potential to stimulate the economy with increased spending on new recreational activities and by
creating a more attractive environment for new business and investors (Stantec, 2013).
Having identified the potential for direct and indirect positive benefits for recreational
activity for the community, the towns of Bon Accord, Gibbons, Legal, Morinville, Redwater and
Sturgeon County, Alberta agreed to work collaboratively as the Sturgeon Regional Partnership in
44
order to achieve their shared priority of ensuring recreational activities were maintained as a
public service. Although each of the towns and counties involved in the partnership were aware
of the advantages to inviting not-for-profit organizations and private sector businesses to own
and manage recreational facilities, they agreed that without a direct stake as owners, they could
not ensure that recreation activities would be reflective of municipal priorities in the future as the
regional population continues to grow and change. Having identified the delivery of recreational
activities as a municipal responsibility and priority, the Sturgeon Region Partnership was formed
in order to maximize limited resources to address the community's recreational needs. Sturgeon
Regional Partnership worked to deliver this promise or service for its residents by inviting a
variety of service providers from both the public and private sector (not-for profit, other
institutions, provincial and federal government) to deliver services at regionally owned
recreation facilities. The project has been broken down into implementation phases that will be
put into place over the next 25 years. As such, it is difficult to assess the success of the initiative
as it has not yet been implemented in Alberta (Stantec, 2013).
Nevertheless, the potential for success in this scenario is quite clear and could prove to be
quite effective moving forward with the Talisman Property. The municipality has the best
interest of its residents in mind and, as such, is the most likely to develop a regional recreation
hub which is sustainable over the long teim. Collaboration with surrounding municipalities to
develop a regional recreation hub would provide an opportunity to maintain ownership of the
property and ensure that future development, service provisions and new businesses are selected
and delivered in line with the changing needs of the growing community. In addition, this
approach would create a platform for cost sharing not only with the adjacent municipalities, but
also with the service providing public and private sector organizations.
45
Challenges
Despite the inherent benefits of retaining control over the development of the former
Talisman property, there are a number of challenges which may hinder this potential
development option. Firstly, although development of a regional recreation hub promises a
number of positive benefits to the community, the former Talisman property does come with a
significant price tag and staggering operational costs. This factor alone would make retaining
ownership of the property unrealistic for the municipality. The model of cost sharing with
neighbouring municipalities, as well as public and private sector organizations proposed by the
Sturgeon Regional Partnership has the potential to make a regional recreational hub on the
former Talisman property possible. Unfortunately, this may also present the second challenge.
Convincing other municipalities, townships and counties to engage in cost sharing on a project
tied to a piece of real-estate with high operating costs which is not directly located within the
their jurisdiction may prove to have limited uptake. Finally, even though the former Talisman
property has a proven track record for success, it may be difficult to find a developer interested
in taking on the creation of a regional recreation hub in a small rural community on a piece of
property with very high operating costs, and a great number of restriction put in place by the
Niagara .Escarpment Commission (NEC).
In spite of the many potential challenges, there is a great deal of potential for success in
this scenario and exploring the potential for a collaborative venture may hold the key to
developing a successful regional recreation hub on the former Talisman property.
Food Hubs
Another approach or element that could be integrated into the revitalization initiative is a
regional food hub. There are as many definitions of food hubs as there are organizations,
communities and regions working to establish them. Food hubs are community-based initiatives
46
which strive to simplify the process of accessing food by linking producers and consumers
directly. In many cases, a food hub is synonymous for "field to fork", and provides an all-
encompassing term which refers the understanding of the entire food system beginning with
growing, processing, distributing, purchasing, cooking and consuming food (Avalon, 2012). This
is accurately reflected in the United States Depai linent of Agriculture's (USDA) current
definition for a food hub of "a business or organization that actively manages the aggregation,
distribution, and marketing of source-identified food products primarily from local and regional
producers to strengthen their ability to satisfy wholesale, retail, and institutional demand"
(Matson, J., Sullins, M. and Cook, C., 2013, pg. 5). The development of food hubs is often
discussed in an urban setting as a means of addressing issues related to poverty and food
security, but utilizing food hubs as a tool for rural development is gaining attention. Food hubs
present an opportunity help local producers overcome the challenges associated with breaking
into local markets (Matson, J., Sullins, M. and Cook, C., 2013).
A successful example of a new food hub initiative in a rural Ontario community can be
seen in Palgrave, Ontario. The initiative in Palgrave began in 2009 with funding support from
the United Way to establish a community kitchen in a local church basement. This project
sparked the development of additional initiatives including a community garden project and a
community farm. The three initiatives work in tandem to provide Palgrave Public School
students with access to fresh, healthy food that has been grown and prepared in the community
for the community by volunteers. In addition to supporting a healthy food program at the local
public school, the Palgrave Community Kitchen also acts as an incubator for local caterers and
food entrepreneurs in need of a certified kitchen to launch their businesses. Further, the
community farm functions under a Community Supported Agriculture (CSA) model providing
47
53 shares to families in the community. This food hub is still in its early stages and additional
steps will be taken to ensure its long term impact on the community and success in the future.
Next steps for Palgrave to truly function as a food hub and not just a thriving community food
centre would be to develop a strategy for connecting local producers with a place to directly sell
their products to consumers (In the Hills, 2013).
The developing food hub project in Palgrave illustrates the scalability of community
projects (In the Hills, 2013). It began as a community kitchen project and grew into something
much bigger with a greater potential to positively influence and impact the local community and
economy. This collaborative initiative was developed in phases with support from local
organizations, funding agencies and community volunteers. Grey Highlands' agricultural
heritage and proximity to local producers would make it an excellent host for a regional food
hub.
Challenges
Despite the potential for success, the development of a regional food hub in Grey
Highlands may be faced with some challenges. In Palgrave, the community food project was
started with support from established comma nity organizations, with infrastructure available to
host the budding initiative. At this time, the former Talisman property would not be able to
support a similar food hub project as the project would not immediately be able to support itself.
That is not to say that there would not be a place for the project on the site in the future,
particularly if the municipality employs a collaborative model to development as was described
above.
Multi-use ResortIn order to succeed, resorts need to evolve in line with consumer expectations by
providing seasonal activities and experiences that reflect different generations. Successful resorts
48
create an atmosphere that combines village charm with big brands, tourism in a family setting
and environmental sustainability with modern luxuries (Walker, n.d.). Walker also mentions that
these kind of multi-use resorts create more revenue streams, making them more valuable than a
single-use resort.
One of the most important elements for a resort to do is identify their target market. This
could include young kids, their parents, grandparents, and even great-grandparents. Resorts are
now being considered "fancy family camps, a trend that's helping revive a number of struggling
high-end second-home communities" (Blum & Jackson, 2013, p. 1). Developers should
acknowledge that the appeal of resorts is a place where relatives and friends can get together to
build destination homes and resort communities (Walker, n.d.; Blum & Jackson, 2013). In order
to attract different generations, multi-use resorts should develop with different experiences in
mind. Therefore, diverse activities should be available on the resort, such as skiing and
snowboarding, sailing, spa treatments, kid's clubs, and so on (Walker, n.d.).
Another style of resort possible for the former Talisman property focuses on kid-focused
activities. Parents are willing to spend more time with their kids if they can. The time that fathers
spend with their children has almost tripled from 2.5 hours per week in 1965 to 7.3 hours per
week in 2001 (Blum & Jackson, 2013, p. 2). In order to attract these groups of consumers,
especially for skiing, some ski resorts offer free ski passes to youth. For example, most of New
York's ski areas allow a paying adult to take third and fourth graders to ride its slopes for free
(Copper Mountain and Squaw Valley, 2014). Also, this article points out how important it is to
offer ski lessons and other activities, as well as some activities that can be enjoyed without snow,
such as a yoga studio or play zone. These resorts aim to become year-round destinations. If Grey
49
Highlands wants to keep the former Talisman property a functioning resort, a family and kid
resort offering a variety of activities might be an option.
There are many examples of resorts that are multi-use developments. One of them is Sun
Peaks Resort, which is located in the interior of British Columbia, outside Kamloops. Its history
includes a closure because of fire damage to the current successful four-season destination resort
that was awarded as the Best Overall Resort in 2013 by SBC Resort Guide (Sun Peak Resort
Corporation, 2013). Sun Peaks Resort created a long range Master Plan in 1993 and developed
the resort step by step. Now it offers sport schools for different age groups, and summer
activities such as mountain biking, hiking, a spa, shopping, and different kinds of
accommodations. It also includes a number of conference centers, restaurants, hotels and
wedding venues (Sun Peaks Resort Corporation, 2013). Sun Peaks Resort promotes different
ticket packages to visitors in order to appeal to more consumers.
Another example of a multi-use development would be Trapp Family Lodge in Vermont,
which is a unique, year-round resort with European-style accommodations and cuisine. It
provides four-season activities such as cross-country skiing, snowshoeing, backcountry skiing,
hiking, biking, running trails, history tours, tennis and yoga. Trapp Family Lodge offers a variety
of activities that are catered to kids. These activities include sing-alongs, nature scavenger hunts,
kite flying, arts and crafts, a rock climbing wall, nature hikes, and farm animal walks (Trapp
Family Lodge, 2014).
With the economic downturn it is clear that resorts need more than just scenic geography
and a single activity in order to thrive. Many of the successful resorts have planned activities that
allow for continuous revenue streams throughout the year. These mixed-use resorts influence the
economies in the regions that surround them in a positive manner. Because of their multi-use
50
options, consumers are more likely to visit the resort to get access to many different kinds of
activities.
However, realities must be faced in the Talisman scenario. The property is not located in a
mountain range like Sun Peaks Resort. It is located in a valley where snowmaking is
problematic. The market is saturated in the area with Blue Mountain Resort and Beaver Valley
Ski Club located close by. The existing ski hill infrastructure has deteriorated to the point that it
would take a major capital investment to re-establish the ski hill and it is unlikely that the
business case would entice a private investor or developer to take on the risk. If the municipality
wishes to pursue a full-scale resort it would be best to focus on activities other than downhill
skiing. There are opportunities to develop a resort that takes advantage of the natural features
located in Talisman, its proximity to the Bruce Trail and lack of children activity facilities in the
immediate area. A family-based model, such as Trapp Family Lodge, would be an option on the
former Talisman property. Providing various youth friendly activities, snowshoeing, cross
country and back country skiing-focused winter entertainment, the former Talisman property
could build a family-friendly resort.
Another option of multi-use resort for Talisman property could take a look at Fairmont Le
Chateau Montebello, Quebec. Montebello offers its hotel's guests more than forty exciting
adventures, including horseback riding, championship golf, cross-country skiing, curling,
dogsledding, tubing, as well as a spa service (FRHI, 2014). This model matches Talisman
property's situation, focused on cross country skiing with other activities instead of downhill
skiing.
Conference Center
A conference center could be one of the options available in a multi-use resort located on the
former Talisman property. The Victoria Conference Center (VCC) was an option that was
51
examined. It is a small facility and could hold 2000 people for a conference. It has hosted more
than 6000 events in the past 20 years and generated more than $670 million for the Victoria
community over that period (Victoria Conference Center, 2014). The VCC works with other
local businesses and the community. For instance, the VCC delegates receive special pricing
offers from Victoria's most popular shops, attractions and activities. Working with the Greater
Victoria Chamber of Commerce for example, the VCC Delegates could also be assisted by local
advocates, creating companion programs, creating awareness within local networks. It also acts
as a link between business travelers and local community. Some of its business clients return
after their conference as tourists, residents and investors (Victoria Conference Center, 2014). The
VCC and Victoria have been able to reach a win-win situation.
Sandro and McCleary (2003) state there was an increased occupancy rate of executive and
resort conference centers from 1995 to 1999. This is not just an urban phenomenon, such as
VCC, conference facilities could contribute economic benefits to the rural community as well.
Chon and Sparrow (Sandro & McCleary, 2003, p.236) define conference centers as "facilities
designed especially to accommodate meeting and conference business. They are typically located
in suburban and rural areas and are designed to provide a setting that is comparatively free of
distractions". Moreover, Horwath Hospitality Consulting proves that there is no lost profit for
hotels to own conference or meeting rooms (Sandro & McCleary, 2003). Another example of a
successful conference center is the Dan Pollitt Conference Center (DPCC), which is located in
the small town of Pittsboro, North Carolina. People who attend conferences at this facility enjoy
the beauty of nature and quiet environment. The rental of the DPCC supports a non-profit
organization, Rural Advancement Foundation International (Rafi-USA, 2014).
52
While these examples do not match the exact situation in Grey Highlands, they were the
closest examples that could be found. If the municipality wishes to pursue the multi-use resort
there is value added to the inclusion of a conference facility in the plans. The conference facility
would be able to provide year round economic benefit to the community by drawing in
businesses and companies to conduct professional development seminars, the industry and
academic conferences. As it is close to Toronto, it could be marketed as an option for people to
leave the urban center to enjoy its natural, peaceful environment with fewer distractions.
Wellness and Health Center
With the economic growth and major demographic change, health tourism is being developed
in many countries (Travel and Tourism Research Association, 2010). In order to capitalize on
this demographic change a spa is usually planned into new multi-use resorts. Today, the spa has
enlarged its clientele from the majority being retirement age in the past to any age. These new
clients include young professionals who seek out the relaxation offered by a spa, women who
want to reconnect with friends through a "girl's weekend" to males who have a greater interest in
the personal grooming options offered. More and more people travel for health and local people
tend to seek relaxation. A good example of this health and wellness center is the Scandinavian
Spa at Blue Mountain which is open for adults 19 years and older. Consumers could enjoy the
beauty of the nature rural environment all year around. Scandinavian Baths also provide yoga,
massage treatments, getaway packages and many other healthy relaxation activities (Spas
Scandinavian, 2010).
This is a feasible option for the former Talisman property because the Scandinavian Spa is
always busy and so appears to be overbooked most weekends. This means that the health tourism
such as a spa has a huge number of clients traveling to Simcoe County, which could mean many
others would be willing to travel to Grey County for similar retreats. Talisman could market spa
53
consumers and provide a spa service in order to meet clients' needs. However, the Travel and
Tourism Research Association (2010) explains that a spa is not the major reason for consumers
to select a holiday destination, but rather a subsector of the relaxation options. So it is important
that the subject property offers other services either than a spa such as treatments and activities
as previously mentioned.
Art Destination
In rural area, culture facilities stimulate a special vibrant form of potential growth locally.
Markusen (2007) states that artists' centers, artists' living spaces and workspaces, and
performing arts centers are an investment in physical capital and "have increased local spending,
attracted artists as residents, and eventually drawn in consumers, mainly from surrounding areas"
(p. 10). He also points out theater and live music as well as shows of locally created visual art
could increase local income. Culture and tourism could become one of the resources for
socioeconomic development in peripheral communities and rural communities (MacDonald &
Jolliffe, 2003).
For Talisman, this is could be a good compliment to the Bruce Trail. Visitors might also
enjoy other activities while they are visiting the cultural center. The Gallery Stratford could be
used as a model. This gallery was built in 1967 (Gallery Stratford, 2014). Gallery Stratford is in
charge of presenting exhibitions of contemporary visual art focusing on regional and Canadian
Art in order to engage the public, build conversation, and provide unique opportunities for
education, exploration, and interactive learning. The Gallery is supported by the City of
Stratford, the Ontario Arts Council, the Ontario Trillium Foundation, and through memberships
and donations (Gallery Stratford, 2014). In order to succeed, this type of development would
need to get funding and support from Grey Highlands Municipality.
54
Land Use Planning Policies InvolvedThere are three legislative planning documents that the Municipality of Grey Highlands
need to follow in regards to this property: the Grey Highlands Official plan, zoning by-laws, and
the Niagara Escarpment Plan. The permitted use of the zoning by-law for the property is
recreation resort. This includes residential dwelling units, related recreation uses, facilities such
as trails, parks, ski centre, lodges, parking, chalets and commercial development like shops,
motels, and bed and breakfasts. The existing golf course on the property is not zoned as an area
within the Niagara Escarpment but any development or changes beyond this area would
potentially have to undergo both a zoning by-law and Official Plan amendment. The Niagara
escarpment plan has dedicated the area for some uses but it is limiting. As per the Official Plan,
portions of the property is designated as hazard lands but development can still occur within
certain parameters. There are restraints on the protection area located at the top of the mountain
in the West area of the property. Technical reports have been done for all creeks on the property
and could be of use for future developers (such as residential dwelling units, related recreation
uses, facilities like trails, parks, a ski centre, lodges, parking, chalets, etc.) as well as mapping
and residential development applications. A parcel of the property has already been sold as a
residential development. Servicing this property will be key to its success and upkeep
(establishing full versus private servicing, although the Ministry of the Environment
recommends full service for this type of property).
55
Recommendations
Based on the finding of the literature review and the analysis of the survey responses it is
clear that there is not one definitive answer or direction to take when addressing the
revitalization of the former Talisman property. Instead, there are a number of potentially viable
solutions or options to consider. Each of the proposed options has taken into consideration the
objectives set out by the Municipality as well as the collected feedback received from the
community through the survey responses. Certain options are likely to appeal to the various
stakeholders for different reasons. Nevertheless, given the above-mentioned considerations, the
task force is encouraged to consider each of the proposed options and the potential for a positive
impact in the Municipality of Grey Highlands with special attention to the key findings of the
conducted survey. The survey responses demonstrated the main priority for residents and
visitors of Grey Highlands lie in active recreation, and nature conservation. The
recommendations are discussed below.
Conservation
A Green Development An ecoresort or ecovillage would respond to the citizens' request for low
impact development, additional housing options, and create the option for older residents to stay
in the community they love and 'age in place'. Based on the feedback at community events and
through survey results, development using green building practices and an unconventional
housing development was a trend. This method would meet many identified goals such as
contributing to the local economy, and satisfying the need for additional housing in Grey
Highlands, all the while working towards conserving the environment and maintain a sense of
community. An ecovillage could be established by a developer with the help of the municipality.
The development could consist of a unique architectural design in combination with new green
56
technologies to compliment Grey Highland's natural landscape and unique features. Whether
through an eco-lodge, ecovillage, or a conservation retreat, the main goal here is to offer
exposure to Grey Highland's rare natural environment.
Trail System There are several ways to approach the development and expansion of a trail
system connecting into the Bruce Trail. First, a no-user fee trail access point into the Bruce Trail
system could be implemented. This would ensure public access at no cost to users. The second
option would entail the expansion of the trail system as part of a user-fee or membership system.
Part of this option would require consideration for local residents to ensure that they are provided
either free access, or discounted membership in order to recognize the municipal taxes they are
already contributing by residing in Grey Highlands.
Based on survey responses, it is evident that hiking and related activities are enjoyed by
primary and secondary residents as well as visitors in Grey Highlands. No matter what
development is allowed on the former Talisman property, public access to the Bruce Trail
through the property should be maintained
Education
Satellite Campus Due to the population base and the fact that there are Georgian College satellite
campuses located in Owen Sound and Collingwood it is not recommended that the municipality
pursue a post secondary satellite campus at the former Talisman property.
Training Facility Based on an evaluation of sports training facilities in the area, a privately
owned, youth sports camp is a possible revitalization option for the former Talisman
property. This sports camp could be modeled off of Olympia Sports Camp located in Muskoka.
57
This would respond to the lack of youth active recreation opportunities in the area that were
identified in the survey responses.
Recreation
Regional Recreation Hub Considering that the nearest large scale recreation facilities are located
in Wassaga Beach, Owen Sound and Walkerton, it could be possible to develop a Regional
Recreation Hub in Grey Highlands. This would require a cost-sharing partnership with adjacent
municipalities, as well as local public and private sector organizations. It is unlikely that the full
project could be developed at once, and a thorough Master Plan utilizing a phased approach
would be required in order to implement this sort of initiative.
Food Hubs Based on the respondents local food purchasing habits and attendance at Farmer's
Markets, the development of a Food Hub is not recommended at this time. Nevertheless, this
option should not be excluded from future plans. Community priorities may shift over time and
a Food Hub project could be incorporated as a subset of a larger plan.
Resort
Downhill Ski Resort Based on the literature review and the examination of the saturated
downhill ski resort market in the region, it is recommended that the former Talisman property
not become another ski hill destination. With the failing infrastructure on the site and the
difficulties in making snow in the valley, a case cannot be made to re-establish this activity.
Multi Use Family Resort With support from the right developer a multi use family resort to be
created. Focusing on cross country skiing, backcountry skiing, snowshoeing, hiking, mountain
biking, and much more; there would be are many opportunities on the property. This resort
would provide the outdoor activities that the community indicated as their priority. Augmenting
58
the outdoor activities available on the property additional services would have to be incorporated
into the master plan. Massage, spa and kids clubs would provide additional attractions to
families wanting a relaxing vacation. This development would have to be done in phases with a
comprehensive master plan guiding both the developer and municipality.
Supplementary Uses These suggested uses are not likely to be viable if considered the primary
focus, but could be considered complimentary in a larger development scheme. These options
could include a conference centre / theater / community meeting space, a gallery, a community
kitchen. These provide just a few examples of possible options to consider. Supplementary uses
should be selected in response to clear community interest or to address an apparent gap in
service.
Report Recommendations
It is recommended that the task force review the qualitative community comments in the
raw data of Question 5, 18, 42 in Appendix 2. These comments provide additional insight into
what the community's wishes with regard to the former Talisman property and how they view
Grey Highlands in general.
59
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64
Appendix "B"
Survey Results
Talisman Revitalization Project for the
Municipality of Grey HighlandsSurveyMonkey
1. The Talisman Resort Revitalization Task Force is considering four development options
for the property. The four options include low impact recreational use, a local and
sustainable food focus, an educational node focus and a full resort. Portions of all four
options could exist on the property. Below, please indicate which of the following elements
you would like to see at the site based on the scale provided.
Not Somewhat Very Extremely Rating RatingNeutral
Important important Important Important Average Count
Conservation Area
Complementary Trail infrastructure
Cycling Hub
Camping
Cross Country Skiing
Snowshoeing
Farmer's Market
Brewery/Winery
Restaurant(s)
Commercial Shops
Training Facility
Kid's Programming
4.5% (6)
3.1% (4)
10.5%
(14)
39.4%
(52)
3.7% (5)
3.0% (4)
19.4%
(26)
26.9%
(35)
8.3% (11)
19.5%
(25)
12.2%
(16)
7.6% (10)
12.7% (17)
9.9% (13)
10.5% (14)
12.9% (17)
9.7% (13)
8.9% (12)
11.2% (15)
13.1% (17)
9.8% (13)
16.4%
13.7% (18)
12.9% (17)
1 of 53
20.1%
(27)
17.6%
(23)
19.5%
(26)
25.8%
(34)
13.4%
(18)
11.9%
(16)
26.1%
(35)
30.8%
(40)
13.5%
(18)
35.9%(21)6.3%
(46)
22.1%
(29)
17.4%
(23)
30.6%32.1%3.72
(43) (41)
33.6% 35.9%
(44) (47)
33.1% 26.3%
(44) (35)
13.6%8.3% (11)
(18)
40.3% 32.8%
(54) (44)
32.6%43.7%3.94
(59) (44)
31.3% 11.9%
(42) (16)
23.1%6.2% (8)
(30)
47. 4% 21.1%
(63) (28)
21.9%(8)
(28)
42.7%9.2% (12)
(56)
22.7%39.4%3.57
(52) (30)
3.89
3.54
2.39
3,89
3.05
2.68
3.63
2.79
3.23
134
131
133
132
134
135
134
130
133
128
131
132
(32)
36.2% 17.7%17.7% (23) 6.9% (9) 2.71 130
(47) (23)
23.9% 24.6%19.4% (26) 8.2% (11) 2.74 134
(32) (33)
14.9% 23.1% 41.0% 10.4%Summer Camps
(20) 10.4% (14) (31)3.22 134
(55) (14)
Special Event infrastructure 6.9%
Conference Centre 7.4%
-Accommodations 6.1%
20.8% 47.7% 15.4%(9) 9.2% (12) 3.55 130
(27) (62) (20)
(10) 9.6% (13)
(8) 10.6% (14)
22.2%
(30)
15.2%
(20)
42.2% 18.5%
(57)
45.5%
(25)
22.7%
(60) (30)
3.55 135
3.68 132
23.5% 38.2%Spa 9.6% (13) 19.1% (26)
(32) (52) 9.6% (13) 3.19 136
Yoga Studio.
Downhill skiing/Snowboarding
Golf Course
23.0%
(31)
14.3%
(19)
14.0%
(19)
25.2% 30.4%14.1% (19)
(34) (41)
15.0%9.0% (12)
(20) (30)
10.3% (14)20.6%
(28)
33.8%
7.4% (10) 2.85 135
22.6% 39.1%
(52)
21.3%
(46) (29)
3.63 133
3.38 136
answered question 141
skipped question 6
2 of 53
2. What activities would you and your family personally use?
Response
Percent
Response
Count
Conservation Area 58.2% 82
Hiking Trails 12387.2%
Cycling trails and infrastructure 7855.3%
Camping 15.6% 22
Cross Country Skiing 8258.2%
Snowshoeing 9970.2%
Farmer's Market 8157.4%
Brewery/Winery 41.1% 58
Restaurant(s) 11078.0%
Commercial Shops 31.2% 44
Adult Training Facility 18.4% 26
Kid's Programming 39.7% 56
Outdoor Theatre 33.3% 47I
Summer Camps 28.4% 40
Special Event infrastructure 37.6% 53
Conference Centre 22.0% 31
Accommodations 20.6% 29
Spa 7553.2%
Yoga Studio 32.6% 46
Downhill skiing/Snowboarding 7956.0%
Golf Course 7956.0%
Other (please specify)14.9% 21
3 of 53
answered question 141
skipped question 6
3. How do you currently find out about community events and recreational activities in the
Grey Highlands are?
Newspaper
Radio
Online
Word of Mouth
l am not interested in community
events
Other (please specify)
Response Response
Percent Count
41.5% 59
26.1% 37
54.9% 78
83.1% 118
0.0% 0
9.2% 13
answered question 142
skipped question 5
4. Grey Highlands is
Your principal residence
Your secondary residence
A place you visit
Response Response
Percent Count
49.7% 73
34.7%
15.6%
answered question
skipped question
51
23
147
o
4 of 53
5. What do you value about the area?
Response
Count
46
answered question 46
skipped question 101
6. From the following list please indicate which recreational activities you participated in
during the last year.
Cycling
Hiking
Climbing
Cross-Country Skiing
Down Hill Skiing
Snowshoeing
Camping
Golfing
Other (please specify)
answered question
skipped question
Response Response
Percent Count
40.9% 27
92.4% 61
12.1% 8
42.4% 28
62.1% 41
68.2% 45
27.3% 18
47.0% 31
24.2% 16
66
81
5 of 53
7. On average, how many times do you dine out in a month?
Response
Percent
Response
Count
None 11 1.5% 1
Once 17.9% 1211 !1
Twice 26.9% 18
Three to Five times 37.3% 25
Six to Nine times 11.9% 8r.-,.--.--1
Ten or more 4.5% 3
answered question 67
skipped question 80
8. Do you regularly attend a Farmer's Market?
Yes
No
Response Response
Percent Count
53.0% 35
47.0% 31
If yes, please indicate where.26
answered question 66
skipped question 81
6 of 53
9. What are your thoughts on the importance of local food?
I buy local produce when it is
available at my grocery store of
choice
l seek out local food sources
I think that reasonable prices are
more important than local food
Other (please specify)
Response
Percent
Response
Count
46.3% 31
37.3% 25
7.5% 5
9.0% 6
answered question 67
skipped question 80
10. How often do you attend/participate in arts and cultural events (theatre, music
festival/concerts, arts and culture)?
One to four times a year
Five to eight times a year
Monthly
Never
Other (please specify)
Response
Percent
Response
Count
55.2% 37
29.9% 20
7.5% 5
6.0% 4
1.5% 1
answered question 67
skipped question 80
7 of 53
11. Do your children currently participate in extracurricular activities?
Yes
No El
N/A
Response Response
Percent Count
49.2% 32
4.6% 3
46.2% 30
answered question 65
skipped question 82
12. What additional children's extracurricular activities would you like to see in Grey
Highlands?
Active Recreation (Team and
individual sports)
Passive Recreation (Arts, theatre,
crafts)
Nature education
Other (please specify)
Response Response
Percent Count
80.0% 28
48.6% 17
62.9% 22
20.0% 7
answered question 35
skipped question 112
8 of 53
13. At least once a month l use the following services.
Massage
Chiropractor
Alternative Medicine
Spa Services (Manicure, Pedicure
etc)
Yoga Studio
None of the above I -
Other (please specify)
ff..i1•11•11•
Response Response
Percent Count
18.8%
26.6%
35.9%
10.9%
20
8
10
12
17
23
7
answered question 64
skipped question 83
14. Do you participate in continuing education?
Yes
No
Response Response
Percent Count
59.1%
40.9%
answered question
skipped question
39
27
66
81
9 of 53
15.1 do not participate in continuing education because
No requirement
Not located close to home
No programs available that l am
interested in
Other (please specify)
Response Response
Percent Count
50.0%
23.1%
15.4%
13
6
4
11.5% 3
answered question 26
skipped question 121
16. How important is the creation of additional jobs for the community in whatever
development is approved?
Response
Percent
Response
Count
Not a consideration EI 1.6% 1
Not important 0.0% 0
Neutral 3.1% 2
Very important 23.4% 15
Extremely important 4671.9%
answered question 64
skipped question 83
10 of 53
17. What do you value about the area?
Response
Count
46
answered question 46
skipped question 101
18. What attracted you to the Grey Highlands area?
19. How many times a year are you at your secondary residence?
Once a year
Two to four times a year
Five to ten times a year
11 to 20 times a year
21 or more times a year
Other (please specify)
Response
Count
45
answered question 45
skipped question 102
Response Response
Percent Count
0.0% 0
0.0% 0
4.2% 2
27.1% 13
52.1% 25
16.7% 8
answered question 48
skipped question 99
11 of 53
20. On average, how many consecutive days do you stay in your secondary residence?
One day
Two to three days
Four to seven days
Eight to 14 days
15 day or more
u
o
Response
Percent
Response
Count
0.0% 0
81.6% 40
14.3% 7
2.0% 1
2.0% 1
answered question 49
skipped question 98
21. When you stay at your secondary residence how often do you dine out, on average?
None
Once
Twice
Three to Five times
Six to Nine times
Ten or more
g
o
Response
Percent
Response
Count
14.6% 7
62.5% 30
12.5% 6
6.3% 3
2.1% 1
2.1% 1
answered question 48
skipped question 99
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22. From the following list please indicate which recreational activities you participated in
during the last year.
Response
Percent
Response
Count
Cycling 75.0% 36
Hiking 91.7% 44
Climbing 12.5% 6
Cross-Country Skiing 47.9% 23
Down Hill Skiing 95.8% 4610•111•110111•M114112•••=•111M,M111,11.1MNIMM.II.SM...11...•:,,P,RX-1•MWM4.1•1••3131••••.-+-1
Snowshoeing 85.4% 41
Camping 10.4% 5
Golfing 58.3% 28
answered question 48
skipped question 99
23.1f available, would your children participate in extracurricular activities while in Grey
Highlands?
Yes
No 1=1
NtA
Response Response
Percent Count
62.5% 30
6.3%
31.3%
answered question
skipped question
3
15
48
99
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24. What additional children's extracurricular activities would you like to see in Grey
Highlands?
Active Recreation (Team and
individual sports)
Passive Recreation (Arts, theatre,
crafts)
Nature education
Other (please specify)
Response Response
Percent Count
53.1% 17
18.8%
62.5%
15.6%
6
20
5
answered question 32
skipped question 115
25. Do you attend a Farmer's Market when in Grey Highlands?
Yes
No
.alivafw.--vomporeszmem..•_alasme..n+g-T-1
Response Response
Percent Count
39.6% 19
60.4% 29
If yes, please indicate where.18
answered question 48
skipped question 99
14 of 53
26. What are your thoughts on the importance of local food?
Response Response
Percent Count
l buy local produce when it is
available at my grocery store of 44.7% 21
choice
I seek out local food sources
l think that reasonable prices are
more important than local food
Other (please specify)
46.8% 22
4.3% 2
4.3% 2
answered question 47
skipped question 100
27.1 would seek out the following services in Grey Highlands if they were available.
Massage
Chiropractor
Alternative Medicine
Spa Services (Manicure,
Pedicure etc)
Yoga Studio
None of the above
—
Other (please (please specify)
Response Response
Percent Count
45.8% 22
10.4% 5
18.8% 9
47.9% 23
47.9% 23
33.3% 16
4.2% 2
answered question 48
skipped question 99
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28. How often do you visit the Grey Highlands area?
Once a year
Two to four times a year
Five to nine times a year
Ten or more times a year I
Response Response
Percent Count
0.0°A 0
10.0% 2
20.0% 4
70.0% 14
answered question 20
skipped question 127
29. When you visit Grey-Highlands how long do you stay?
Day trip
One night
Two or more nights
If two or more nights please specify the number of nights.
answered question
Response Response
Percent Count
60.0% 12
10.0% 2
30.0% 6
7
20
skipped question 127
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30. When visiting Grey-Highlands where do you stay?
Commercial Facility (hotel, motel,
B&B etc)
Friends and Family
Vacation Rental
Other (please specify)
Response Response
Percent Count
0.0% 0
57.1% 8
0.0% 0
50.0% 7
answered question 14
skipped question 133
31. Are you happy with your accommodations?
Yes
No 1=1
Response Response
Percent Count
91.7% 11
8.3% 1
answered question 12
skipped question 135
32. l would visit the area more frequently if there was a new resort with accommodations
or housing available.
Yes
No 1..___
Response Response
Percent Count
58.8% 10
41.2% 7
answered question 17
skipped question 130
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33. Are you happy with the activities available in Grey Highlands?
Yes
No
Response Response
Percent Count
50.0% 10
50.0% 10
answered question 20
skipped question 127
34. If available, would your children participate in extracurricular activities while in Grey
Highlands?
Yes
No
N/A IIMMINNEIMI•
Response Response
Percent Count
42.1% 8
5.3% 1
52.6% 10
answered question 19
skipped question 128
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35. What additional children's extracurricular activities would you like to see in Grey
Highlands?
Active Recreation (Team and
individual sports)
Passive Recreation (Arts, theatre
crafts)
Nature education
Other (please specify)
Response
Percent
Response
Count
55.6% 10
44.4% 8
61.1% 11
22.2% 4
answered question 18
skipped question 129
36. Do you attend a Farmer's Market when visiting Grey Highlands?
Yes
No
IMIIIIMIIII
Response
Percent
25.0%
Response
Count
5
----4 75.0% 15
If yes, please indicate where.2
answered question 20
skipped question 127
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37. What are your thoughts on the importance of local food?
I buy local produce when it is
available at my grocery store of
choice
l seek out local food sources 1.-..-.-- --........--.,
l think that reasonable prices are 0
more important than local food
Other (please specify) ❑
Response
Percent
Response
Count
50.0% 10
40.0% 8
5.0% 1
5.0%
answered question 20
skipped question 127
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38. From the following list please indicate which recreational activities you participated in
while on vacation (either in Grey Highlands or elsewhere) during the last year.
Cycling
Hiking
Response
Percent
31.6%
Response
Count
6
1368.4%
Climbing 15.8% 3l.-
Cross-Country Skiing 31.6% 6
Down Hill Skiing 52.6% 10
Snowshoeing 42.1% 8I
Camping 42.1% 8
Golfing 21.1% 4
Other (please specify)15.8% 3
answered question 19
skipped question 128
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39.1 would seek out the following services in Grey Highlands if they were available.
Massage
Chiropractor
Alternative Medicine
Spa Services (Manicure
Pedicure etc)
Yoga Studio
None of the above
Other (please specify)
Response Response
Percent Count
44.4% 8
11.1% 2
16.7% 3
44.4% 8
22.2%
33.3%
5.6%
4
6
1
answered question 18
skipped question 129
40. When visiting Grey Highlands 1 attend cultural events (theatre, dance etc):
Yes
No
Response Response
Percent Count
45.0% 9
55.0% 11
answered question 20
skipped question 127
22 of 53
41. What other activities would you like to see that have not been mentioned above?
Response
Count
10
answered question 10
skipped question 137
42. Is there any aspect of future revitalization that you would like to see that have not been
described in this survey?
answered question
skipped question
Response
Count
62
62
85
23 of 53
43. Please indicate the size and gender of your household below. Once you have reached
the sum of your household please enter N/A in all other boxes.
Male Female N/ARating
Count
Person 1 72.7% (96) 28.0% (37) 0.0% (0) 132
Person 2 21.4% (27) 79.4% (100) 0.8% (1) 126
Person 3 46.8% (44) 31.9% (30) 21.3% (20) 94
Person 4 34.9% (29) 32.5% (27) 32.5% (27) 83
Person 5 25.0% (16) 17.2% (11) 57.8% (37) 64
Person 6 10.0% (5) 8.0% (4) 82.0% (41) 50
Person 7 2.1% (1) 2.1% (1) 95.8% (46) 48
Person 8 0.0% (0) 2.2% (1) 97.8% (44) 45
answered question 134
skipped question 13
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44. Please enter the age of all members in your household.
Age Groups
65+ 50-64 40-49 30-39 20-29 15-19
Person 1 22.6%(30) 40.6%(54) 22.6%(30) 10.5%(14) 2.3%(3) 0.8%(1)
Person 2 14.2%(18) 42.5%(54) 26.8%(34) 7.9%(10) 4.7%(6) 1.6%(2)
Person 3 1.2%(1) 2.4%(2) 1.2%(1) 3.7%(3) 28.0%(23) 22.0%(18)
Person 4 0.0%(0) 1.5%(1) 1.5%(1) 1.5%(1) 23.9%(16) 20.9%(14)
Person 5 2.8%(1) 5.6%(2) 0.0%(0) 2.8%(1) 22.2%(8) 8.3%(3)
Person 6 5.0%(1) 0.0%(0) 5.0%(1) 0.0%(0) 20.0%(4) 0.0%(0)
Person 7 0.0%(0) 0.0%(0) 0.0%(0) 0.0%(0) 6.7%(1) 0.0%(0)
Person 8 0.0%(0) 0.0%(0) 0.0%(0) 0.0%(0) 0.0%(0) 7.1%(1)
25 of 53
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Page 1, Q2. What activities would you and your family personally use?
1 River activities, e.g. tubing, canoeing; themed organized hikes, e.g., flora, Mar 2, 2014 11:13 AMgeology
2 health centre Feb 25, 2014 11:25 AM
3 senior's activity hub - pool, ex studio, etc Feb 25, 2014 11:25 AM
4 downhill sking & lesson for grandchildren Feb 25, 2014 11:18 AM
5 Teen/young adult programs, hunting, fitness training (like a gym or health & Feb 25, 2014 11:12 AMnutrition centre)
6 Pool Feb 25, 2014 10:08 AM
7 none because everything is always over priced and i can't afford to take my Feb 25, 2014 9:31 AMkids as a single mother
8 pool both for lane swim and swimming lessons for kids Feb 24, 2014 5:27 PM
9 Equestrian activities Feb 24, 2014 2:38 PM
10 We need something that will directly support and benefit our communities Feb 24, 2014 1:47 PMandexisting businesses in kimberley, flesherton and markdale.
11 tennis Feb 23, 2014 6:48 PM
12 Mindfulness medetation Feb 23, 2014 5:40 PM
13 outdoor education center Feb 23, 2014 5:33 PM
14 Massage Feb 23, 2014 5:01 PM
15 Training/education for Mindfulness Meditation and wellness retreat centre Feb 22, 2014 6:41 PM
16 Freestyle training facility and summer ramp camp Feb 21, 2014 1:08 PM
17 off road motor cycle trails Feb 21, 2014 11:46 AM
18 shops for local items only Feb 21, 2014 8:45 AM
19 if a canoe could be launched it would useful also fly fishing Feb 20, 2014 11:26 PM
20 Ropes course Feb 20, 2014 10:40 PM
21 Stargazing/Observatory Feb 19, 2014 4:34 PM
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Page 1, Q3. How do you currently find out about community .events and recreational activities in the GreyHighlands area
1 Association announcements, e.g. KCA, 8VRA, Mar 2, 2014.1:1:13.AM
Library.2 ostings Kolar 2, 2014 10:24 AM
3 difficult to be informed-ill-less I shoyld check the internet More Feb 25, 2014 11:25 AM
thefiesherton.ca Feb 24, 2014 11;41 AM
5. kimberley community association Feb 22, 2014 10:36 AM
6 BVSP Feb 22, 2014 10:36 AM
7 Grey Bruce circulation that comes out with flYere Feb 20, =2014 9;05 PM
FACEBOOk Feb 20, 2014 8:56 PM
9 Grey Highlands Website Feb 20, 2014 5:48 PM
10 .email (variation of word of mouth) Feb 20, 2014 2:14 PM
11. • facebook posted .by community organizations Feb19, 2014,8;54.PM
12 Talk to my nieghbors Feb 19, 20146:44 PM
13 Local Kimberly community association Feb 19, 20144:19 PM
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Page 2, Q5. What do you value about the area?
1 clean air, lower density, close to nature, variety of things to do
2 the surroundings- 4 seasons of outdoor fun!
3 beauty the country
4 Geographically unique, scenic, SO much to do, range of activities + local arts &crafts, sense of community, handy to Georgian Bay, Lake Huron and GTA
5 The beauty. Really miss being able to go down and enjoy a meal in the pub.Miss the local ski hill. Miss the many local jobs for our teens.
6 area of beauty, recreation. What we lack a top end training facility. A trainingfacility with focus on what our area showcases best - tourism - food/rec wouldtruly complement the area. Hopefully more kids will decide to stay in the arearather than moving on to training facilities in cities. Also, as a parent of youngkids, l have become very frustrated that there are no community clubs/rec clubsfor young kids to be a part. As a result, l have had to find organizations inCollingwood/Barrie/Owen Sound. We could truly benefit from a reg rec hub todraw larger amount of kids - to be a part of clubs/sports and keep them fromgoing down very different paths in their high school years.
7
8
9
10
11
12
13
14
15
Nature
nature
The views and wide open spaces!
sense of community and belonging
Natural beauty of the area. Lack of crowds.
escarpment environment, outdoor recreation, close to Georgian Bay, communityof neighbours, local hospital services (Markdale)
recreation
small town feeling, locally supported, ruralness
- Beauitful natural area - A combination of Talisman, friends of Kimberley Forest,Beaver Valley Ski Club, the Village of Kimberley would be the focal point forGrey County
16 natural beauty
17 Recreational possibilities, natural areas
18 Nature/scenery, relaxed atmosphere, community.
19 Scenery/nature, relaxed atmosphere, community.
20 The beautiful outdoors.
21 Simplicity in lifestyle, natural beauty
Mar 6, 2014 2:08 PM
Mar 4, 2014 5:08 PM
Mar 2, 2014 6:28 PM
Mar 2, 2014 11:19 AM
Mar 2, 2014 10:30 AM
Mar 1, 2014 9:14 PM
Feb 27, 2014 9:08 PM
Feb 26, 2014 5:29 PM
Feb 26, 2014 4:48 PM
Feb 26, 2014 9:13 AM
Feb 26, 2014 8:58 AM
Feb 25, 2014 11:26 AM
Feb 25, 2014 11:19 AM
Feb 25, 2014 11:13 AM
Feb 25, 2014 10:18 AM
Feb 25, 2014 10:00 AM
Feb 24, 2014 7:05 PM
Feb 24, 2014 5:28 PM
Feb 24, 2014 5:26 PM
Feb 24, 2014 2:33 PM
Feb 24, 2014 2:12 PM
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43
Page 2,Q5.. *bat 4Io you value about the area?
:22 The valley 'E
23 The rural feel.
24 Quality of life,. active :lifestyle.
.25 Nature, quiet, community,
26 We value the beauty of the Beaver Valley where we live and the surroundingarea. It was skiing that drew us to the valley but since moving here weappreciate all seasons and the activities that are available - skiing, snowshoeing,golfing, cycling, hiking, etc,
27 Landscape, akcommunity, local food, outdoor, xercise,
28 I value the unique locations natural beauty. The. local arts flower, and view this,area as a hub of potential.
:29 Natural environment.
30 Scenery,
•31 .its ecology, ,:its natural•resourCes,:ita diverse common!centre
32 .natural beauty and tremendous opportunity for outdoor actiVitieS
33 rural country with exciting natural feature
34. 'Natural beauty
35 Beautiful peaceful area to retire
36 Peace and 'quiet. Green area.
37 Nature at its best
38 Natural beauty The four.distinct seasons
39 Natural landscapes and, rural lifestyle. The sunsets.. and, serenity.
40 Access ability, low costs;of living , local food and
41. Beauty, peace, small town.life
42 Natural beauty. Close community. Agricultural :environment.
Lands, green space, recreation, beauty
44 Its natural beauty. 'Proximity to so many places. its 4 season,. activities...
45 The peaceful surroundings and the natural environment -
,.its potential apa retreat
Availability of recreation
bevelAge
',Feb:24,2014 1:50 PM
Pe0.24, 2014 1:49 PM
Feb 24, 2014 1:37 PM
Feb 23, 2014 9:56 PM
Feb 23, 2014 6:55 PM
Feb 23, 2014 5:40 PM
Feb 23, 2014 5:26 PM
Feb 23, 2014.5:08 PM
Feb 23. 2014 5:03 PM
Feb 22 20146;45 PM
Feb 22, 201410:40 AM
:Feb:21 2014 12:58 PM
Feb 21., 20149:22 AM.
Feb 21 20149:01 AM
'Feb 21; .2014 8:47 Am.
Feb 21, 2014.8:45 AM
• • Falp.:.21„.2Q1.4..744.AM :
FPO20, 2014 11:32 PM
Feb 20, 201410:14 PM
Feb 20;41.48:23 PM
Feb 20, 414.5;43 PM
Feb 20, 2014.2:04 .PM
Feb 20,2014 12:42 PM
Feb.19, 2014 4:21 PM
opportunities, ambiance natural surroundings. Feb 19, 2014 2:39 PM
31 of 53
Page 2, clo, :From the fpllowing list please indicate which recreational activities you participated in during the lastyear.
1. .chess club/running :club/soccer/baseball/youth grovpfPr:tppris
. Skating
3 river kayaking
4. snowmobile 4x4
atving, snowmobiling, running, hunting.
6 swimming
7 Equestrian
8 -Horseback riding
,horse back riding
Horseback: riding
Horseback riding!!!
.running, nning, canoeing, yoga
13 swimming at Georgian Bay every day even though I live thevalley...canoeing, birding
14 atving
15 Soccer, :could be site for new Soccer complex
16 Warrior Dash at Horshoe Valley
10
11
Mao, goi4 9;14 PM
Feb 26, 2014 8:58 AM
Feb 25, .2014.11:26 AM
Feb 25, 2014.1.1:19 AM
.Felp 25, 2014 11:13 AM
Feb 24, 2014 5;28 PM
Feb 24, 2014.2:40 PM
Feb 24, 201.4 2:12 PM
Feb 24, 20141:50 PM
Feb ?4, 20141:49 PM
Feb 24, 2014'1:37 PM.
Feb 23, 2014 5:40 PM
Feb 22, 2014 6:45 PM
Feb 20, 2014 4:21 PM
:Feb 20, 204 2:04 PM
Feb 26, .2014 9:38 AM
32 of 53
33 of 53
Page 2, Q8. Do you regularly attend a Fermere Market?
1 Flesherton, Markdale, Meaford Mar 2, 2014 11:19 AM
2 We own a csa farm share. Mar 2, 2014 10:30 AM
3 Flesherton Feb 26, 2014 5:29 PM
4 Flesherton Feb 25, 2014 11:26 AM
5 Flesherton Farmers Market Feb 25, 2014 10:18 AM
6 Flesherton Feb 24, 2014 9:00 PM
7 Owen Sound, Keady Feb 24, 2014 2:40 PM
8 Flesherton Feb 24, 2014 2:33 PM
9 Owen sound Feb 24, 2014 2:12 PM
10 I have a large garden Feb 24, 2014 1:49 PM
11 Flesherton Feb 24, 2014 1:37 PM
12 Keady Feb 23, 2014 9:56 PM
13 Meaford and flesherton Feb 23, 2014 9:28 PM
14 Fleshenton Feb 23, 2014 5:49 PM
15 Fleshenton Feb 23, 2014 5:03 PM
16 Meaford , Flesherton. Owen Sound, Keady Feb 22, 2014 6:45 PM
17 St.Jacobs, Keady,Owen Sound,Meaford Feb 21, 2014 12:58 PM
18 Flesherton, Meaford, Collingwood Feb 21, 2014 9:22 AM
19 keady and anywhere 1 go. I like to seek out fresh local food Feb 21, 2014 9:01 AM
20 Flesherton, Meaford, Collingwood Feb 21, 2014 8:47 AM
21 1 like the Meaford market more selection than Flesherton,Owen Sound is nice. Feb 20, 2014 11:32 PMBest markets are in Guelph and Kitchener
22 Flesherton meaford Feb 20, 2014 10:14 PM
23 Flesherton Feb 20, 2014 8:23 PM
24 Owen Sound, Flesherton. St. Lawrence (Toronto) Feb 20, 2014 12:42 PM
25 Owen Sound, Flesherton, St. Lawrence Feb 20, 2014 12:19 PM
26 Flesherton Meaford would prefer it closer to home Feb 19, 2014 4:21 PM
34 of 53
Page 2, Q9. What are your thoughts on the importance of local food?
1 l grow some of my own food and try to buy local for everything else
2 l have really integrated the 100 mile diet as l can....lots of great local food.
3 We buy at local food markets summer and fall
4 l try to support local food, depends on money available.
5 feels good when l buy local foods
6 l both by local and also at grocery stores
Feb 25, 2014 10:00 AM
Feb 22, 2014 6:45 PM
Feb 22, 2014 10:40 AM
Feb 21, 2014 8:47 AM
Feb 21, 2014 8:45 AM
Feb 20, 2014 5:43 PM
Page 2, Q10. How often do you attend/participate in arts and cultural events (theatre, music festival/concerts, artsand culture)?
1 Nature is my recreation Feb 22, 2014 6:45 PM
Page 3, Q12. What additional children's extracurricular activities would you like to see in Grey Highlands?
1 Love to see geography, mapping, outdoor skills courses, canoeing, survival. Mar 2, 2014 10:33 AMHigh quality education serving all the way up to teens, adult.
2 for those youth not interested in sports..need chess clubs/and other clubs forinspiring minds
Mar 1, 2014 9:16 PM
3 more hiking, snowmobiling, atving trails Feb 25, 2014 11:13 AM
4 Summer day camp activities Feb 24, 2014 7:06 PM
5 Swimming Feb 24, 2014 1:38 PM
6 Permanent sport facility, pool, excersise Feb 20, 2014 2:06 PM
7 Kids Physical Fitness Feb 20, 2014 9:39 AM
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Page 3, Q13. At least once a month l use the following services.
1 would use if available in community Mar 2, 2014 6:29 PM
2 winter BVSC ski 2 - 5/wk; Probus outdoor fun Feb 25, 2014 11:27 AM
3 not once a month Feb 25, 2014 11:19 AM
4 fitness classes Feb 25, 2014 11:13 AM
5 mindfulness meditation group practice Feb 23, 2014 5:41 PM
6 Accupuncture Feb 23, 2014 5:04 PM
7 Physiotherapy Feb 20, 2014 5:50 PM
Page 4, 015. I do not participate in continuing education because
1 time Feb 24, 2014 2:09 PM
2 Have been involved in continuing education for 25 years, nor currently enrolled Feb 23, 2014 5:51 PMin anything.
3 Due to our unknown weather conditions in the winter Feb 20, 2014 12:43 PM
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Page 5, Q17. What do you value about the area?
1 Downhill skiing for families who can't afford private resorts and/or find thatdriving to Blue Mountain is too far (& Blue is expensive & crowded). Niagara
Mar 1, 2014 12:46 AM
Escarpment (hiking, sightseeing, etc.).
2 Nature, outdoor activities, safe place for kids to play outdoors Feb 28, 2014 1:21 PM
3 Beautiful natural landscape, opportunity for outdoor recreation, ruralatmosphere/not overdeveloped
Feb 27, 2014 12:37 PM
4 The natural capital, the community, the ability to be active outdoors at low costs Feb 25, 2014 2:36 PM
5 Peace, Quiet, Nature, Beauty, Wildlife, Hiking, Cross Country Skiing,Community, Local Food
Feb 25, 2014 1:07 PM
6 Nature, outdoor recreation Feb 25, 2014 1:04 PM
7 Nature Feb 25, 2014 12:31 PM
8 The outdoor activities on the niagara escament. Feb 25, 2014 10:12 AM
9 The peace & quiet and nature. Feb 24, 2014 1:13 PM
10 Outdoor opportunities Feb 24, 2014 12:47 PM
11 The valley - the land variety of outdoor activities. Feb 23, 2014 5:34 PM
12 The beauty of the valley except in the fall. Quiet non-commercial. Bruce Trail. Feb 23, 2014 5:17 PMBeauty Valley Ski Hill.
13 Outdoor recreation Feb 22, 2014 10:37 AM
14 Trails, skiing, valley. Community feeling Feb 21, 2014 8:47 PM
15 Narural Beauty Four Season Access Feb 21, 20145:34 PM
16 Nature, outdoor activiities, local artisans, multiple sporting opportunties (skiing,cycling, hiking, snowshoeing, canoeing)
Feb 21, 20141:10 PM
17 Recreation, multi use trail system Feb 21, 2014 11:47 AM
18 beauty, surrounding features (lake, great drives), wildlife Feb 21, 2014 9:41 AM
19 Love the natural beauty, Niagara Escarpment, wildlife, just about everything. Feb 21, 20141:03 AM
20 It's not the city. It's peaceful. The people. Feb 20, 2014 10:41 PM
21 Summer at Lake Eugenia Cottage:swimming, fishing, water skiing, sailing, hikingthe Bruce Trail, cycling, exploring, farmers' markets, Kolapore Forest, Winter,downhill skiing, restaurants, snowshoeing, tobogganing
Feb 20, 2014 9:26 PM
22 The community Feb 20, 2014 8:58 PM
23 natural setting, recreation, quiet, wooded spaces, not overly developed Feb 20, 2014 5:55 PM
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Page 5, 917. 'What do you value about, the area?
4 My part time home is in a beautiful natural setting remote yet close.enough toeverything l need to accommodate my lifestyle.
25 Ski hills. Snowshoe trails..Hiking and biking and local restaurants
26 rural landscape, natural environment
27 Range of 'outdoor activities; rural:hearty, not too.: developed
28 quiet, river, hills, bruce trail, its not Collingworxl
29 'The outdoors and local activities
30 natural:beauty not busy/highly populated outdoor activites in all seasons.:
31. its beauty and the variety of.outdoor activities
32 natural surroundings, peace .+ quiet
33 Natural,rural beauty and, skiing
34 Natural beauty
35 Natural beauty and recreation opportunities.
36 natural setting .( :anti collingwood )
37 quiet , natural reserve
38 Peace 4 quiet, great friends, outdoors .4 seasons.
39 Natural .surroundings
40 Perfect weekend retreat with Skiing, cycling and'hikin
.41 that it is not C.ollingwood
42 Skiing, golf walking. Quiet 'retreat secondary.reeidence
43 Natural surroundings, range of outdoor:activities
44
46
:Outdoor activities Beauty °filature Lack of. commercial. development
Natural landscape and the environment Outdoor activities The gscarpment
pristine unspoiled nature reserve
Feb 20, 2014 4:58 PM
..feb.20, 2014.4;52 PM
.Feb 20, 2014;3:19 PM
Pogo, 2014 :15
Feb 20, 2014 11;30 AM
...Feb 20,2014 10:08 AM
Feb 20, 2014 9;17 AM
Feb 20,2014 8:57 AM
Feb n, 2014 1:39 AMfeb19, 2014.10;47 PM
Feb 1.9, 2014 9:52 PM
Feb 19, :2014.9:15 .PM
Feb 19, 2014 8:49 :PM
Feb19, 2014.8:38 PM
Feb 19, 2014.6:45 PM
Feb19,-2014 5:40 PM.
Feb :19, 2014 0;37 pm
Feb 1.9, 2014 5:19 PM
Feb 19, 20144:57-PM
.peo 19,2014 4;35 PM
Feb
-Feb 19, 2014,1,17 PM
Feb 19, 2014 12;27 PM
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Page 5, Q18. What attracted you to the Grey Highlands area?
1 Four season recreational area. Our principal residence is in Burlington. Webought a cottage on Irish Lake, near Flesherton & Markdale, in 2008, largelybecause of Talisman ski resort. We put our four boys in lessons & thoroughlyenjoyed the family atmosphere of the resort. I think its a great idea to findalternative uses for some parts of the property, but l strongly believe that the hillsshould be leveraged for downhill skiing.
Mar 1, 2014 12:46 AM
2 Skiing Feb 28, 2014 1:21 PM
3 Family joined ski club in 1960's and have been coming to the area for recreationsince then.
Feb 27, 2014 12:37 PM
4 Access to nature, culture of local food systems, Feb 25, 2014 2:36 PM
5 All of the above. Feb 25, 2014 1:07 PM
6 Nature, outdoor recreation Feb 25, 2014 1:04 PM
7 Outdoor activities Feb 25, 2014 12:31 PM
8 The landscape/ environment The feeling of being out of the city in a rural setting Feb 25, 2014 10:12 AM
9 Family, heritage. Feb 24, 2014 1:13 PM
10 Chalet in Amile Feb 23, 2014 5:34 PM
11 Beauty Valley Ski Hill, we bought a chalet in 1983. We are a "ski family" with the Feb 23, 2014 5:17 PM"three" ski instructors.
12 Downhill skiing BVSC Feb 22, 2014 10:37 AM
13 Friends Skiing Feb 21, 2014 8:47 PM
14 Outdoor recreational activities Feb 21, 2014 5:34 PM
15 Initially the skiing in the winter, but now we love all the seasons and all the areahas to offer
Feb 21, 2014 1:10 PM
16 out door activities both summer and winter Feb 21, 2014 11:47 AM
17 Talisman as it was in the 80's and 90's - we bought property just for thatll!! Feb 21, 20149:41 AMSkiing, golf and the restarurant (ie holiday meals at the restaurant), we havestayed because we love it so much and spend every weekend and holidays inthe area. I even brought my son up when he was younger for golf and sailing inthe summers. We drive around on weekends taking in what we can. we visit theflesherton farmers market regularly.
18 Its beauty, its close proximity to Toronto, Talisman as a family resort. Feb 21, 2014 1:03 AM
19 Initially it was Blue Mountain but then I kept looking and discovered Grey Feb 20, 2014 10:41 PMHighlands.
20 This is the only place in Southern Ontario where one can enjoy cottage life in Feb 20, 2014 9:26 PMSummer and downhill skiing in Winter.
41 of 53
Page 5, Q18. What attracted you to the Grey Highlands area?
21 The peace of the farm land Feb 20, 2014 8:58 PM
22 l have been coming almost every week since a child, my true home! Feb 20, 2014 5:55 PM
23 Real estate values Feb 20, 2014 4:58 PM
24 Skiing. We belong to Beaver Valley Ski Club Feb 20, 2014 4:52 PM
25 skiing Feb 20, 2014 3:19 PM
26 skiing Feb 20, 2014 2:15 PM
27 BVSC Feb 20, 2014 11:30 AM
28 skiing, real estate Feb 20, 2014 10:08 AM
29 same as 5 Feb 20, 2014 9:17 AM
30 its beauty and the variety of outdoor activities Feb 20, 2014 8:57 AM
31 Skiing, hiking, Bruce Trail, conservation focus. Feb 20, 2014 1:39 AM
32 The amek, The general store is a great asset Feb 19, 2014 10:47 PM
33 skiing Feb 19, 2014 9:52 PM
34 Talisman ski area and restaurant Feb 19, 2014 9:15 PM
35 natural setting and the lack of density Feb 19, 2014 8:49 PM
36 skiing Feb 19, 2014 8:38 PM
37 Grew up in Owen Sound and introduced to Talisman over 40 years ago. Been Feb 19, 2014 6:45 PMthere ever since.
38 Winter activities - skiing, showshoe, hiking. Golf Feb 19, 2014 6:40 PM
39 skiing Feb 19, 2014 6:37 PM
40 skiing Feb 19, 2014 5:19 PM
41 Talisman ski property Feb 19, 2014 4:57 PM
42 Skiing Feb 19, 2014 4:35 PM
43 Same as 5 Feb 19, 2014 2:11 PM
44 As above plus the reasonableness of the real estate Feb 19, 2014 1:17 PM
45 family skiing x 45 years Feb 19, 2014 12:27 PM
42 of 53
Page 5, Q19. How many times a year are you at your secondary residence?
1 We actually live on the border of Blue Mountains and Grey highlands and wework in Grey Highlands. We move often and have lived in Grey highlands for
Feb 25, 2014 2:36 PM
10+ years prior to our current residence.
2 All weekends Sept - June, Christmas holidays. Feb 25, 2014 1:07 PM
3 Every weekend/holidays during the ski season, once or twice a weekend afterthat
Feb 25, 2014 10:12 AM
4 Weekly Feb 21, 20148:47 PM
5 Lived there my whole life my family is there , now l live 20 min south in Dundalk, Feb 20, 2014 8:58 PM
6 we spend considerable time, all summer we are permanent, winter, everyweekend, vacation etc!
Feb 20, 2014 5:55 PM
7 Every week Feb 20, 2014 4:58 PM
8 every weekend/ 4 weeks holiday Feb 19, 2014 5:19 PM
Page 7, Q24. What additional children's extracurricular activities would you like to see in Grey Highlands?
1 N/A Feb 23, 2014 5:18 PM
2 snowmobilng and off road motor cycling Feb 21, 2014 11:50 AM
3 day camps Feb 20, 2014 9:28 PM
4 Obstacle course in the woods. Feb 19, 2014 9:17 PM
5 Cycling, skiing, golf, snowshoeing, hiking Feb 19, 2014 6:45 PM
43 of 53
44 of 53
Page 7, Q25. Do you attend a Farmer's Market when in Grey Highlands?
1 Flesherton Feb 28, 2014 1:22 PM
2 Flesherton Feb 25, 2014 2:37 PM
3 Clarksburg Feb 25, 2014 1:09 PM
4 Flesherton Feb 21, 2014 8:49 PM
5 Flesherton Feb 21, 2014 5:36 PM
6 flesheron Feb 21, 2014 11:50 AM
7 Flesherton Feb 21, 2014 9:41 AM
8 Flesherton Feb 20, 2014 10:43 PM
9 Flesherton Feb 20, 2014 9:28 PM
10 It's awful , there are hardly ever many vendors !H Feb 20, 2014 9:00 PM
11 enjoy Keady Market as well! Feb 20, 2014 5:57 PM
12 Dundalk Flesherton Feb 20, 2014 5:00 PM
13 Kimberly General Store - Keady Market Feb 20, 2014 3:20 PM
14 Meaford, Flesherton, Collingwood Feb 20, 2014 11:32 AM
15 flesherton Feb 20, 2014 9:18 AM
16 keady market/ 100 mile market Feb 19, 2014 5:23 PM
17 Keadey Merkel, weekly visits to local farms Feb 19, 2014 4:36 PM
18 Haven't yet bul would like to Feb 19, 2014 2:12 PM
Page 7, Q26. What are your thoughts on the importance of local food?
1 1 usually shop at home and bring provisions with me Feb 25, 2014 10:15 AM
2 I purchase from local farmers Feb 20, 2014 9:00 PM
Page 7, Q27. 1 would seek out the following services in Grey Highlands if they were available.
1 Downhill skiing! Mar 1, 2014 12:48 AM
45 of 53
Page 7, Q27. 1 would seek out the following services in Grey Highlands if they were available.
2 off road motor cycling similiar to simcoe county Feb 21, 201411:50 AM
Page 8, Q29. When you visit Grey-Highlands how long do you stay?
1 Live on the edge of Grey Highlands but not in Feb 25, 2014 12:31 PM
2 depends i stay with family Feb 25, 2014 9:36 AM
3 two to five Feb 24, 2014 12:09 PM
4 l work in the Grey-Highlands Monday to Friday. l live in Meaford Feb 24, 2014 11:43 AM
5 3 to 7 nights Feb 22, 2014 5:23 PM
6 Your missing a gategory in question 4 Neighbouring municipality Feb 21, 2014 12:05 PM
7 Every week-day for work and sometimes on weekends to shop Feb 20, 2014 9:09 PM
Page 8, Q30. When visiting Grey-Highlands where do you stay?
1 We live in Chatsworth Feb 26, 2014 10:48 PM
2 Our home Feb 25, 2014 12:31 PM
3 We don't stay overnight. We go home at night. Feb 21, 2014 7:34 PM
4 My home in neigbouring municipality Feb 21, 2014 12:05 PM
5 Day trips Feb 21, 2014 10:18 AM
6 l live in Chatsworth township & work in Grey Highlands. l visit Grey Highlandson a daily basis for work. This survey doesn't really allow for that response.
Feb 20, 2014 9:09 PM
7 At Home Feb 20, 2014 5:51 PM
46 of 53
Page 8, Q35. What additional children's extracurricular activities would you like to see in Grey Highlands?
1 not children but grand children vist frequently Feb 25, 2014 12:31 PM
2 kids need.more to do in that area to keep them.busy Feb 25, 2014 9:36 AM
3 none Feb 21, 20147:34 PM
4 swimming Feb 19, 2014 9:00 PM
Page 8, Q36. Do you attend a Farmer's Market when visiting Grey Highlands?
1 Flesherton Feb 25, 2014 12:31 PM
2 Flesherton or Keady Feb 21, 2014 12:05 PM
Page 8, 037. What are your thoughts on the importance of local food?
1 l don't buy groceries Feb 21, 2014 7:34 PM
Page 8, Q38. From the following list please indicate which recreational activities you participated in while onvacation (either in Grey Highlands or elsewhere) during the last year.
1 horseback riding Feb 24, 2014 12:09 PM
2 My age is an influencing factor now Feb 21, 2014 12:05 PM
3 Canoeing/Kayaking Feb 20, 2014 9:09 PM
Page 8, Q39. l would seek out the following services in Grey Highlands if they were available.
1 Clothing/shoe stores, Dentist Feb 20, 2014 9:09 PM
47 of 53
Page 8, Q41. What other activities would you like to see that have not been mentioned above?
1 I think low income.housing would be a great thing for grey county there are a lot Feb 25, 2014 9:36 AMof familys that can't afford what is out there for rent and they sometimes justbarely get but
2 as far as services and shopping go, outdoor equipment is something I seekwhen in Grey Highlands. Other purchases are average, e.g. drug store,groceries, cup of coffee, beer, etc. As far as recreation goes -- thewaterways/beaches (the Bay) and the Bruce Trail are KEY as far as I'mconcerned.
3 Hiking on the Bruce Trail
4 Yummy poutine bar possibly. For children & adults
5 Movie nights
6 down hill skiing
7 More big name bands/entertainment coming to the area.
8 snowmobiling,swimming
9 swimming
10 Swimming lessons, soccer, football, tubing, dance lessons, yoga, baseball,basketball, fitness centre
Feb 24, 2014 12:09 PM
Feb 24, 2014 10:41 AM
Feb 21, 20147:34 PM
Feb 21, 2014 12:05 PM
Feb 21, 20148:16 AM
Feb 20, 2014 9:09 PM
Feb 20, 2014 3:35 PM
Feb 20, 2014 1:09 AM
Feb 19, 2014 9:00 PM
48 of 53
49 of 53
Page 9, Q42. Is there any aspect of future revitalization that you would like to see that have not been described inthis survey?
1 no
2 Economics are very important, for the area. I'd like to see multi-businessesinvolved, under an overseeing umbrella, so if one goes belly up, there is stillhope. Transportation could be an issue, with shuttle services provided from the(multi-generational) hub to take people to activities, bring seniors in. Does mtnbiking come under cycling? Remember 1 or 2-member households have familywho visit frequently at weekends.
3 Equine sports are growing in the area. Equine trails and camping?
4 l am a true supporter of the 2 options - rec hub, training facility - maybe chefschool, rec training and magment, nutrition - that would certainly complement ourbeautiful area. As for the opening Talisman up again as the resort it onceone...with Hills at Blue being much bigger and closer to Toronto, withCollingwood amenities - it would be tough completion. Unless the property couldoffer something unique...people may not be prepared to make the visit.
5 l think that the redeve]pment should offer something unique so that it is notdirectly in competition with larger centres (eg blue mountain). For example, inwinter, an alpine focus on freestyle or slopestyle or halfpipe for youth with dormaccommodation would serve a niche market. The infrastructure could function insummer as a camp.
6 It is important that the municipality does not retain any ownership or control overfuture development. This should be a private venture. The municipality shouldonly try to recoup the taxes owed and collect taxes going forward.
7 I would like to see strategic sustainable planning built into the outcome. le.Creating a business that is working towards a sustainable future, not dependenton oil, and that demonstrates innovation and leadership. Select activities thatare low carbon footprint, include renewable energy solutions, and teach peoplenew ways of thinking.
8 The Village by the Arboretum in Guelph, would be a excellent example of how todevelop Talisman - active lifestyle, retirement, seniors, assisted care, healthcare, arts.
9 l believe a combination of the listed options is more likely; not from a point ofview of attempting to please all people but rather select specifics from eachoption that merge or have common synergies for success. The standards &quality should be high and prices or rates can't be below market (but trails couldbe free) and Grey Highland residents could get a specified discount . Somethingto consider; the question below does not provide for the visitation of kids &grandkids, not to mention other FIT's
10 it is important the municipal guidance be continued for years to ensure itbecomes an asset to community. it is an opporunity that is lost, will not comeagain
Mar 6, 2014 2:09 PM
Mar 2, 201411:28 AM
Mar 2, 201410:35 AM
Mar 1, 2014 9:23 PM
Feb 27, 2014 12:42 PM
Feb 25, 2014 5:08 PM
Feb 25, 2014 2:47 PM
Feb 25, 2014 1:13 PM
Feb 25, 2014 12:42 PM
Feb 25, 2014 11:30 AM
11 seniors' activity hub - pool, ex's, maybe health care clinic, room for social Feb 25, 2014 11:29 AMgatherings (elders, weddings, etc multipurpose)
50 of 53
Page 9, Q42. Is there any aspect of future revitalization that you would like to see that have not been described inthis survey?
12 1. snow mobiles 2. outrageous that conservation authority "may" allow the golfcourse to remain - it is already there! maybe restrict run-off but can't say no now
Feb 25, 2014 11:21 AM
3. workout centre/spa for area - some have left area because of this
13 small town feeling, ruralness, farm life, social values, family/history Feb 25, 2014 11:15 AM
14 - Look at the overal area around Talisman - Looking at 15, 20 years Feb 25, 2014 10:19 AM
15 Limited single homes or town homes Feb 25, 2014 10:16 AM
16 no Feb 25, 2014 10:01 AM
17 Low income.housing Feb 25, 2014 9:37 AM
18 Hm: farmers markets are good, local food is good, what about something thatcombines the two? You did mention continuing education, I'd attend a facility thatoffered cooking courses.
Feb 24, 2014 7:08 PM
19 Equestrian Friendly Feb 24, 2014 2:41 PM
20 More inspired and driven young people. Encourage the arts. Feb 24, 20142:14 PM
21 Education. A private school or community college. We need to attract and keepmotivated young people.
Feb 24, 2014 1:55 PM
22 Horseback trails. Indoor swimming Pool or recreation centre with fitnessequipment (currently Grey Highlands have no place to do swimming lessons,work out etc. We drive to Hanover, Owen Sound etc and spend $ shoppingwhile there.
Feb 24, 2014 1:40 PM
23 Meaningful work experience for youth and those with disabilities. Feb 24, 2014 11:44 AM
24 I would like to see the Bruce Trail secured in this area Feb 24, 2014 10:43 AM
25 Long term care facility, alternative outdoor primary and secondary school, socialenterprises or community businesses, low income or affordable housing
Feb 23, 2014 9:31 PM
26 I would like reassurance that whatever revitilization occurs on the Talismanproperty, the local community will continue to have access. If this property everloses its recreational designation, it will likely be lost forever!
Feb 23, 2014 6:59 PM
27 Snowshoeing, hiking, skiing, mountain biking, cycling Feb 23, 2014 5:52 PM
28 beauty of area, quiet a place to enjoy nature Feb 23, 2014 5:45 PM
29 The multiple activities available and the environment the community. Hiking,snowshoeing and walking.
Feb 23, 2014 5:42 PM
30 Ski Hill. Feb 23, 2014 5:36 PM
31 Yes- some. Feb 23, 2014 5:19 PM
32 Traffic, nature. Feb 23, 2014 5:05 PM
51 of 53
Page 9, Q42. Is there any aspect of future revitalization that you would Iike to see that have not been described inthis survey?
33 Multi-use space, multiple partnership under the municipality, that encourages acultural ethos of who we already are....and that you have balance in terms'ofage , gender etc...in the projects you develop...
34 small manufacturing businesses
35 no
36 Private/Semi Private Country Club
Freestyle Centre37
36 housing for 65+ (bungalow style),affordable town homes,things to do for familieson a year round basis
39 Question 20 below is missing :'Family that:maybe don't still live in the area but,visit here.
40 off road motor cycling , like simcoe county the ontario federation of trail ridershas a great, program that adds to the local economy
41 Like to see full time educational programs that would contribute to the educationof those interested in the local food movement.
.42 .Employment, in the past Talisman was .a great employerfor people °fall ages
43 I would like to see the ski resort fully operational again,: 'Similar to.the G en EdenResort in Milton. It too is great.
44 affordable family oriented four season place to go and enjoy the naturaof the beaver valley. Bungalow town homes would be a nice feature.
45 More. toutism
46 A large swimming pool.
beau
47 the question on the frequency of dining out is ambiguous. When it says onaverage l took it to mean for:each visit and not in total for all visits. Others might,answer it differently.
48 More employment opportunities, more manufacturers. Regarding questions 8 &9...Since l live in the next township, my accommodations are usually home so .Ianswered as if I were to use accommodations in the area. There aren't verymany motels or accommodations for people to stay if they need to. B&B's canbe quite expensive so no cheaper :alternative.
49 I favor a hotel/conference/convention centre with two or more dining facilities,lounge, tennis courts and golf course. It should also offer easy access to trailswhich one can hike, snowshoe, cross country ski and snowmobile.
50 active sports/recreation focus with an infrastructure that would be open to public4 seasons
Fe12,22, 2014 6:48 PM
Feb 22, 2014 10:43 AM
Feb 22, 201410:39 AM
Feb 21 2014 5:39 PM
.Feb 21, 20141:12 PM
.Feb 21, 2014 1:06 PM
Feb 21, 2014 12:08 PM
feb:21, 2014 11:53 AM
Feb 21, 20148:51 AM
Feb 21, 2014 7:47 AM
:Feb 21, 2014 1:07 AM
`:Feb 20,:2014:1.1;38 PM
Fab 20, 2014.11:33 PM
Feb 20, 2014 10:44 PM
Feb 20, 2014 9:31 PM
Feb 20, 20 4 9:10 PM
Feb 20, 2014 6:00 PM
Feb 20, 2014 5:58 PM
52 of 53
Page 9, Q42. Is there any aspect of future revitalization that you would like to see that have not been described inthis survey?
51 Land for appropriate development.
52 no, the ideas are good. I am concerned the challenge will be to raise money toimplement ideas. Please note, I have responded for myself only. The familymembers listed below may also respond for themselves
53 Permanent outdoor recreation facility for fitness & soccer, other Active sporthealth wellness
54 Using Volunteers to restore and re-build the area. Make it affordable for familiesto enjoy. Create a share programme for interested investors. Don't focus onhigh end dining or high end services. Those businesses will not last the area.
55 -It would be great to repurpose the pond as a swimming hole/skating rink -don'tthink downhill facility viable but winter activity centre with snowshoeing/crosscountry/skating/tobagganning would be. -in other seasons, hiking, swimming,fishing, boating
56 swimming pool
57 Hunting and fishing
58 Would like to maintain natural space especially the forest area with the obstaclecourse that our kids enjoy so much.
59 This is a comment, but not to answer the above question. I could have moreaccurately fil[ed out the survey if I had been given comment boxes on allquestions. As I have a property on Talisman Mountain my answers would bedifferent than someone else, for instance, I would not like to see more housingon the property but understand it may be part of the revitalization.
60 Incorporate Beaver River - outpost for canoe/kayak trips; also eco-adventure
61 You have thought of most things, great
62 A toboggan hill for kids Snowshoe trails Cross country trails Ice skating on thepond Nice cafe with view at top
Feb 20, 2014 4:56 PM
Feb 20, 2014 2:24 PM
Feb 20, 2014 2:08 PM
Feb 20, 2014 9:42 AM
Feb 20, 2014 9:21 AM
Feb 20, 2014 1:11 AM
Feb 19, 2014 9:59 PM
Feb 19, 2014 9:19 PM
Feb 19, 2014 5:30 PM
Feb 19, 2014 4:37 PM
Feb 19, 2014 4:22 PM
Feb 19, 2014 2:14 PM
53 of 53
Appendix "C"
Analysis of Public Meetings
Analysis of PublicMeetings
March 3, 2014
+February 19 - FleshertonFebruary 22 - Kimberley
■ Facilitated meetings with notestaken
■ Each meeting wasapproximately 2 hours in length
■ About 1.5 hours of discussion
■ Attendance total around 50 (20F+ 30K) community membersplus task force members,
council members and staff.
■ Most community attendees fromTalisman/Kimberley area
Public information
■ Citizen survey handed out at sessions and available on web
site.
■ Talisman Project page on web site has minutes and other
reports.
■ Presentation developed for public meetings posted on web
site.
■ Analysis of public meeting comments posted on web site.
■ Public aware that final report scheduled for April 16, 2014.
1
+ Qualitative analysis of meetingnotes
■ Each set of notes read several times and several sub themes
from those data were identified - six in total.
■ In no specific order, they are:
* Comments concerning development/physical revitalization
Es Comments concerning people/the public/demographics
Comments concerning sustainability/conservation/green
▪ Comments concerning financial matters and implications
NO Comments concerning recreation needs and preferences
• Comments concerning a need for clarity around process/state offacilities and the like
Developing actionable themes
Three themes emerge:
■ Opportunity for multi-purpose and mostly public uses thatcould be integrated within a revitalization project and withother activities in the community and local area [sub themes:development, people, financial, recreation]
■ Opportunity revitalization to occur as a single project orincrementally within a longer term framework. [sub themes:financial, sustainable, clarity]
■ Preference for an action-oriented process that is clearlyoutlined, addresses immediate and longer needs and issupportive of revitalization. [sub themes: financial, clarity]
-Fr Linking the community input to thetask force work
• Two main objectives: Economic Benefit / Quality of Life
• Two guiding principles: Stewardship / the opportunity forsite revitalization [ie, servicing issues are not driving force]
+ Public and Task Force Objectives
■ The public comments work well within and help reinforce the
overall objectives
■ Public comments suggest that economic benefit can be
based on a long view with the suggestion that incrementaldevelopment may be the best way forward
■ Public comments endorse the opportunity for revitalization to
positively influence the quality of life through an integrated
and multi-use fashion that meets needs and presentsopportunities for a variety of demographics
+ Public and Task Force Principles
■ The public comments offer some insights into the nature of
the guiding principles.
■ Stewardship by the municipality can take many forms.
■ All themes stress the opportunity that is available withrevitalization.
+Caveat
■ It is recognized that those who provided comments at the
public meetings represent el% citizens and were mostly
from the Talisman/Kimberley area.
■ The analysis of the paper and on-line surveys may provide
additional views.
1
Appendix "D"
BruceGreySimcoe Consumer Insight Research Report
31
Consumer InsightResearchRTO 7 - BruceGreySimcoe
February 22rad, 2013
ONTAKO I
-11115 2012
T POntario
.uff4isTAY
TICS Growth Map
New Productsservirtes
More money frOM each (Esti:1,01er
Your business issues
• RTO7 is mandated to grow tourism to the Region.
• As one of Ontario's preeminent all-season outdoor andresort destinations, the Region offers significantgrowth potential.
• Nearby Ontario has been the primary source marketand should remain the focus, but longer-term growthopportunity also exists farther afield.
• Growth can be stimulated in a variety of ways:
- Giving current core visitors reasons for continuingexisting behaviour;
- Articulating a broader, integrated offer that drawson the Region's strengths and provides compellingreasons for current non-visitors with alignedinterests to consider a trip;
- Innovating, renovating and packaging product whileimproving quality to optimize growth potentialamong both current and prospective visitors;
- Identifying traveller segments and geographicmarkets most likely to yield volume.
3©TNS 2012
4)TNS 2012
Geographic Coverage Of The Research
Ontario
Illinals Indiana
Kentucky
)'NS 2J12
Vermont
New York
Pennsylvania
WestVirginia Virginia
North Carolina
New Hampshire
assachusetts
Rhode Island
Connecticut
New Jersey
elaware
aryland
Washington DC
Definition Of Source Markets
Ontario Nearby = RTOs 4, Sr 6, 7, 8 and 12 and includes theGTA
US Nearby = Key counties in Michigan Ohio New York Stateand Pennsylvania
...57)TNS 2012
Awareness, Interest & VisitationBruceGreySimcoe
NEARBY OTHERONTARIO ONTARIO
0/0 0/0QUEBEC
0/0
In Recent visitors & will return (Last 2 yr visitors)fo Past visitors & will return (Ever visited but not last 2 yrs)Attriters "Ever visited but no future intention"Interested Non-VisitorsNon-Visitors who are unfamiliar or have no interest in visiting
NEARBYUS0/0
OTHERUS0/0
Difference vs. RTO Average
8C-INS 2012
Incidence Of Visitation And Interest By Source MarketBruceGreySimcoe
Travellers Residing In...
KEY U.S MARKETSKey Nevv York StateKey Pennsylvania StateKey Ohio StateKey Michigan State
Percent Of Travellers From Each Source arketStating... BruceGreySimcoe
Very Interested InVisiting In Next 2
Years
16
1.11291013
13
9
©TNS 2012
Single Main Activity Stimulating Trip To Region
FROM NEARBY ONTARIO
79%
OtherActivities
VisitingFriends andRelatives(VFR)
FROM OTHER ONTARIO
Other67%
©TNS 2012
Any Trip Activities Among Visitors To RegionTotal Nearby Ontario Other Ontario0/0 0/0 0/0
VFR (Net)Visiting a beachHiking / climbingShopping
33322322
343223 2218201914981211136131185116197546
Visiting small towns and villagesDining in fine restaurants
2118
Visiting scenic landmarksCity sightseeing on your ownBoating / sailingFishingTouring by car or RVVisiting places of historical interest`rampingJisiting museums or galleries
1713131212121111
Visiting national or provincial nature parks 10Visiting / staying at a resort 10Kayaking or canoeing 10Visiting an amusement or theme park 8Wildlife / bird watching 8Golfing 7Snowmobiiing 7Water activities (e.g., waterskiinq, diving, windsurfing) 7Visiting night clubs or other places of entertainment 7Skiing / snowboardingTaking a nature or science learning tripVisiting casinos or other gambling
666
262319 15168 8 12995886486154328
Relatively High11
©TNS 2012
Evaluation Of Trip To BruceGreySimcoe - Key Metrics
Visitors from...
Satisfaction Overallwith Trip Trip Value
AvgScore/
8.7
8.7
8.7
8.2
8.4
Likelihood toRecommendDestination
8.2
8.2
8.1
OTNS 2012 1.2
Evaluation Of Trip To BruceGreySimcoe - Key Metrics
Visitors from...
Satisfaction Overallwith Trip Trip Value
'keitRecommendDestination
Avg..w. :.A:V:9::.. ..% E ,::.,Ei;:iE.::i:,.::::.:::i.i.sedee.: ii:.:Rating Score t Rating!: Score/,HRatipg:i.10 9/10 -11:V 9tI1. 10 9/10
8.7 60% 8.2 48% 8.2 54%
8.7 58% 8.2 47% 8.2 54%
8.7 65% 8.4 52% 8.1 53%
C)TNS 2412
Evaluation Of Trip To BruceGreySimcoe - Key Metrics
Visitors from...
•
8.7(8.7)
Rating9/10
60%(59%)
Tr [p Value
Avg.Score/
8.2(8.1)
Rating9/10
48%(47%)
8.7(8.6)*
58%(57%)*
6501(60%)
8.2(8.0)*
47%(45%)*
ikelihood toRecommendDestin tion
AvgScore/
0/0
Rating10 9/10
82>540/79 (49%
8.2 540/(8.0)* (49%)
8.1 53%(7.9) (48%)
ro Relatively High(Average RTO scores are shown in brackets)
* Low Base <15
aTNS2M2 14
BruceGreySirncoe Offer
The offer goes beyond the waterand landscape that have definedthe Region to incorporateemotional benefits aligned with funadventure and a welcoming,friendly atmosphere.
The offer is anchored by thefollowing key strengths.
• Unique and diverse outdoorexperiences
• An all-season destination
• Getaways
• Culinary
BruceGreySimcoelsStrategic Assets
1. Golf
2. Skiing/ snowboarding
3. Trails
4. Beaches
5. Inland canoeing
6. Big water canoeing/kayaking
7. Cycling/ mountain biking
8. Nature parks
9. Festivals
10.Resorts/ spas
11.Touring towns and villages
12. Wineries
13.Fun parks/ rides/ water parks
14.Casino/ gambling
15.Culinary
©TNS 2012 16
Perception Of BruceGreySimcoe Among Those Familiar With Region Average
Score For Core Offer Attributes Offer AttributesNearby OtherOntario Ontario • uebec
NearbyUS
OtherUS
A great place for enjoying trails 8.4 8.4 6.8 7.1 7.3
A great place for enjoying outdoor activities 8.3 8.4 6.6 7.3 7.2
A great place for paddling and canoeing 8.3 8.3 6.9 7.1 7.2
Has impressive scenery and landscapes 8.1 8.2 6.9 7.3 7.2
A great place for having fun 8.0 8.0 6.3 7.1 7.1
A place that can create lasting memories 8.0 8.0 6.5 7.1 7.2
A place where I would feel safe and comfortable 8.0 8.0 6.6 7.1 7.2
Has popular attractions (man-made or natural) 7.9 7.9 6.4 7.0 • 7.1
A great place to rest and rejuvenate 7.8 7.8 6.9 7.0 7.1
"9s very friendly people 7.8 7.7 6.4 7.1 7.1
. place likely to be recommended by others 7.7 7.7 6.6 6.9 6.9
A unique place 7.6 7.6 6.4 7.1 7.1
A place that I would enjoy visiting for a vacation/getaway 7.6 7.6 6.4 7.1 7.0
An easy destination to get to 7.5 7.5 6.6 6.6 6.9
A place that offers something for everyone 7.5 7.5 6.4 6.9 7.0A place that is well known for its quality of travel experiencesand services
7.5 7.5 6.6 6.7 6.9
Offers appealing travel experiences year-round 7.5 7.5 5.9 6.8 6.9
A place offering accommodation choices that suit me 7.4 7.5 6.5 6.9 7
Easy to get around from place to place once you are there 7.3 7.3 6.1 6.8 6.9Offers many possibilities to experience something new andd ifferent
7.3 7.3 6.6 7.0 7.1
©TN5 2612
Perception Of BruceGreySimcoe Among Those Familiar With Region Average
Score For Core Offer Attributes Offer AttributesNearby OtherOntario Ontario • uebec
NearbyUS
OtherUS
A great place for enjoying trails 8.4 8.4 68 7.1 7.3
A great place for enjoying outdoor activities 8.3 8.4 6.6 7.3 7.2
A great place for paddling and canoeing 8.3 8.3 6.9 7.1 7.2
Has impressive scenery and landscapes 8.1 8.2 7.3 7.2
A great place for having fun 8.0 8.0 6,3 7.1 7.1
A place that can create lasting memories 8.0 8.0 6.5 7.1 7.2
A place where I would feel safe and comfortable 8.0 8.0 6.6 7.1 7.2
Has popular attractions (man-made or natural) 7.9 7.9 6.4 7.0 7,1
A great place to rest and rejuvenate 7.8 7.8 6,9 7.0 7.1
"as very friendly people 7.8 7.7 6.4 7.1 7.1
place likely to be recommended by others 7.7 7.7 6.6 6.9 69
A unique place 7.6 7.6 6.4 7.1 7.1
A place that I would enjoy visiting for a vacation/getaway 7.6 7.6 6.4 7.1 7.0
An easy destination to get to 7.5 7.5 6,6 6.6 6.9
A place that offers something for everyone 7.5 7.5 64 6.9 7.0A place that is well known for its quality of travel experiencesand services
7.5 7.5 6.6 6.7 6.9
Offers appealing travel experiences year-round 7,5 7.5 5.9 6.8 6.9
A place offering accommodation choices that suit me 7.4 7.5 6.5 6.9 7
Easy to get around from place to place once you are there 7.3 7.3 6.1 6.8 6.9Offers many possibilities to experience something new anddifferent
7.3 7.3 7.0 7.1
@TN5 2012
Relatively LowSs
Perception Of BruceGreySimcoe Among Those Familiar With Region Average
Score For Core Offer Attributes Offer AttributesNearby Other Nearby OtherOntario Ontario suebec US US
A great place for enjoying trails
A great place for enjoying outdoor activities
A great place for paddling and canoeing
Has impressive scenery and landscapes
A great place for having fun
A place that can create lasting memories
A place where I would feel safe and comfortable
Has popular attractions (man-made or natural)
A great place to rest and rejuvenate
"as very friendly people
place likely to be recommended by others
A unique place
A place that I would enjoy visiting for a vacation/getaway
An easy destination to get to
A place that offers something for everyoneA place that is well known for its quality of travel experiencesand services
Offers appealing travel experiences year-round
A place offering accommodation choices that suit me
Easy to get around from place to place once you are thereOffers many possibilities to experience something new anddifferent
OTNS 2012
8.38.38.18.0
8..48.483
6.4
6
8.2 6.96.36.56.664
64
8.08.08.0
8.0 8.07.9 7.97.8 7.87.8 7.77.7 7.77.6 7.67.6 7.67.5 7.57.5 7.5
7.5 7.5
7.57.47.3
7.57.57.3
7.17.37.17.37.17.17.17.07,07.16.97.17.16.6
7.3 7.3
Relatively High
6.6
7.37.27.27.27.17.27.27.17.17.16.97.17.06.97.06.9
6.7 6.9
6.6.9 6.8 6.9
7.0 7.1
Relatively Low
Perceptions Of BruceGreySimcoe— Best And Worst ScoresAverage rating on 10-point scale among recent visitors (past 2 years)
4
Great for enjoying trails 8.3 (+1.1):Great for outdoor activities 8.2 (+1.0)
Impressive :scenery ::;&landscapes
Great for paddlingcanoeing
Great placerejuvenate
to rest &
Great 'place fortii)iiiPace;to create lastingmemoriesSafe and comfortable
Popular attractions(man-made/natural)
Friendly people 7.8
Great for vacation/getaway 7.8
Likely to be recommendedby others,
•
8.2
80
8.0
7.9
(+191f
(+1.0)
(+1.0)
(+09)
(+0.9)
(+0 7)
(+0.8).
8 (+0.9.. . . • • .. : . .
'Great fo:r.arts.&.Culture
Different cultures andways of life
Excellenva;lue for money.
Excites my curiosity
Aexuptheerinetniccetravel
Fits my lifestyle/pleasureravel needs
7.0 (+0.2)
7.4 (+0.6)
7 4 (+0.6):
7.5 (+0.5).
5 (+0.7)
) Difference vs. non-visitors who are familiar
20©TNS 2012
"Table Stakes" And Drivers Of EngagementPerceptions of BruceGreySimcoe among past visitors who do/do not plan to return
Regardless of whether theyintend to return, visitorsagree that BruceGreySimcoecan deliver on theseexpectations...
Great for enjoying outdooractivities
ureat for enjoying trails
Impressive scenery andlandscapes
Great for paddling canoeing
lk SustainedGrowth
However sustained visitationhinges on going beyond outdoor"table stakes". Repeat visitorsare far more likely than non-repeaters to believe...
Great for having fun
Great to rest and rejuvenate
Place toe-creating IIaSting niernories• Popular.attractions (man-made or.natUrel).
Offers accommodation choices thatsuit me
Likely to be recommended by others
Many possibilities to experientesoniething new,and different
Quality of.travel experiences andservices
.41 Appealing year-round travel experien
Note: Based on analysis of gaps between repeatvisitors and non-repeat visitors.
©MS 2012 21
Growth Summary
Growth insights
■ The Region has been very successful in itsnearby source markets.
■ Success is also evident in the remainder ofOntario...
■ ...with significant potential to attractpast and new visitors at higher rates.
■ Understanding of the offer is limited inboth Quebec and the US.
■ Rates of visitation are not only low,but below average for Ontario RTOs.
■ Brand image is undifferentiated andsuppressed.
■ The majority of travellers in thesemarkets are currently out of reach.
■ Nonetheless, there does exist areasonably large pool of open non-visitorsin each, providing a platform of receptivityon which to build longer term.
Precise plans for growth
■ The Nearby Markets, the GTA andother major centres in Ontario shouldremain the primary targets.
■ Designate Montreal and specific markets inthe US as longer-term growth driverswarranting secondary attention at this time.
■ Use the segmentation model toidentify the most eligible US markets.
■ This will be based on segment priority
■ ...as well as segment incidence andsize within specific geographic areas.
•
23OTNS 2012
Growth Summary
Growth insights
■ Activities pursued by visitors reflect therich and diverse offer.
■ Beaches and outdoor recreationlinked to the unique natural settingand topography are evident.
■ So too are cultural pursuits,historical attractions and premiumdining and shopping experiencesacross many towns and villages.
1 Recent visitors deliver high satisfaction,value and endorsement scores.
■ The Region's popularity and ambiancecentred on fun, relaxation andrejuvenation are appreciated.
■ These attributes, in fact, play key partsin stimulating repeat visitation.
■ Those owning vacation properties in theRegion offer many friends and familyaccess to these benefits.
Precise plans for growth
■ Multi-season experiential diversity thatembraces both natural and human touch-points has been critical to driving tourism inthe Region.
■ Breadth of experience must, therefore,be showcased in communications.
■ The tone of communications shouldemphasize fun and escape. The ambianceshould be relaxed and low-stress.
■ Pursue initiatives directed to owners ofvacation properties in the Region.
■ Encourage them to explore the Region(and spend).
■ Equip them to act as ambassadors totheir visiting friends and relatives.
■ Leverage social media in thisendeavour.
24
©TNS 2012
Growth Summary
Growth insights
■ The brand's image, does not uniformlyreflect the offer's quality and richness evenamong Ontarians
■ The Region's profile for arts, culture andnon-outdoors tends to be relatively weak.
■ There is some question about authenticitylikely stemming from the Region'spopularity as a tourism/resort destination.
■ This may lead some to question the abilityto deliver truly unique and differentexperiences and ways of life.
■ Not all visitors are impressed with thequality of accommodation and services.
■ And the availability of a year-roundoffering may not be appreciated by some.
■ Getting around the Region to experienceits diversity can be considered a challenge.
■ There is room to further leverage curiosity,personal relevance and value perceptionsto stimulate visits and loyalty.
Precise plans for growth
■ Explicitly link the offer's outdoor core toexperiences aligned with arts, culture,heritage, premium dining/entertainment, etc.
■ This will underscore what makes theRegion distinctive and promote curiosity.
■ Give some weight to pristine nature andthe Region's heritage and grassrootssmall town experiences to enhanceperceptions of authenticity.
■ Continue to emphasize four-season,with winter extending beyond ski hills.
■ The accommodation infrastructure issignificant and diverse.
■ Develop communications and onlinetools that make the choices moreobvious and allow customizing to need.
■ Develop itineraries and guides that facilitatetravel to points of interest within the region.
■ Explore digital channels in an effort topersonalize the message.
II OTNS 201225
Segmentation Constructs
TravelExperiences
Sought
TNS
Use Of Technologn Travel
OTNS 2012
Social/EmotionalNeeds
mportanceOf Travel
27
12 Unique Segments Were Identified
Solitaires
NatureLovers
MellowVacationers
Youthful Pampered
Socializers Relaxers Sports
Lovers
FamilyMemoryBuilders
OutgoingMatureCouples
KnowledgeSeekers
Up & ComingExplorers
ConnectedExplorers
©TWS 2012 28
Introducing The 12 Travel Segments
Pampered Refaxers
This segnIent is defined byan orientatiori Lowdrdpampermg and resort lifeexperiences. This very ofteninvolves beach experiences,water and sun destilkitions
wiilter.
For this segment, vacationsare a time to relax and re-energize often through high-end sopnisticated activities.
Up & Coming Explorers
This is a youth-oriented groupthat is on its way up in theworld. These travellers areemerging into a new life-stage, often characterized bygreater affluence and newopportunities. Visibleminorities and immigrantsoften fall into this segment.Travel is not about connectingwith family or friends. Whilethese people often want to beadventurous and energetictheir travel experiences oftenstart with what is nearby andtypically with core touristattractions. Ontario is popularwith this group and visitationis typically very recent.
©-T-Ns 2012
Sports Lovers
This group, skews moiremate, and is driven by ,e loveoaf sports, either watching or
„participating, By the nature.of their passion these peopleescrihe themselves es more
active and energetic thanmost, In reality their sportsare not necessarily extrememore in keping with what isreadily available, and morelikely to be organized teamsports and Bolt.
Connected Explorers
This segment has apsychological need to take abreak from the everyday andbe exposeci to new
-experiences and knowledge:-They are committed to -expanding their horizqnsthrough travel.. Interetirigly, -the inte,rMtiancinewtechnolObYes are keyinstruments in faciiitatingthese travel interests & _experiences. -They research-,book and share travelexperiences through nes.ietechnologies - before, during t.04and after trips.
Knowledge Seekers
'Travellers in this segment: -;are looking :to appreciateand understand the placesthey visit."Their trips aretypically about expandingtheir knowledge andstimulating their mindsrather than resting andrelaxing. They are driven bya desire to explore culture,history, architecture and natural landmarks and oftenfocus on sight-seeing,museums, galleries andhistorical sites,
oPfregd:flr;:ilttitTgl jcolnavineld:
a love
cash os ari the
r t, his griroabul aspe,n icitsehe :e:ocpfarscIsvnic°:,:.P:-e'so-rt'
environment
erfilwith a sense of
o'
incluigence and escape aseverything to have 'fun' isfrizated close at hand.
29
ntroducing The 2 Travel Segments cont'd)
Outgoing MatureCouples
Iltseniors and those in
maintain their vitality and
retirement, these traveller$are driven by a desire to
connection with the world.
people (travellers and localsalike). ft is important
tokilSkewing strongly toward
They are not particularlyadventurous, rather they
often by interacting with newwant to maintain their vitality
them to feel competent andvital.
TNS
Nature LoversThis is a consumer segmentattracted to outdoorexperiences aligned toOntario's quintessential parks& lakes offering. Camping andassociated activities, e.g.,hiking, canoeing, fishing arekey interests for this group.The majority classify as"nature lovers". Activitiesalign with the recreationalaspects of the outdoors andnot necessarily the extrenieaspects of the outdoors, e.g,,avid angling or hunting.
Not surprisingly, the travelstyle is basic with campingprevalent.
,7;TNS 2312
Solitaires This group of largely singlepeople often travel alone. Theyare quiet and reserved people,whose travel experiences andbudgets are often quite basic.1Nhile they often connect withacquaintances or family:at thedestinations they choose, theyare introspective people. Ifthey gravitate to any forms ofactivity, they tend to be thosethat can be enjoyed inisolation and align with inwardthinking (museum, galleries).
Mellow VacationersThis segment wants tounwind on vaeation andrelaxed and low keyexperiences are theirpreference. This grOupdoesn't. want itineraries or todo anything new or unusual.They want travelexperiences that set them at
They aren't activity-ease,oriented and often travel asa couple.
30
:~3;~:~_.~.__._._.__..
Demographic Ciassification
Older
Mid
Younger
Singles Couples Families
©TNS 2012 33
Demographic Classification
Older
Mid
Younger
Singles Couples Families
II OTNS 2012 34
Demographic Classification
Older
Mid
Younger
PamperedRelaxers
Outgotng Mature.
Know Seekers
eliovv Vacationer
Aces
Solitaires
-Yotithfq
Notyr.ek.:Oter$:.:
farrill:V.WIttnory•
Up & ComingExplorers
Singles Couples Families
OTNS 2012 35
Demographic Classification
Older
Mid
YoungerYelt11:;Iftil
Singles
Outgoing Mature
Know. Seekers
Mellow Vacationers
Aces
Couples
Nature LoverS
• :Fa, ttti "APIrrt.p.r11..
Up & ComingExplorers
Families
©TNS 2012 36
Demographic Classification
Older
Mid
Youngertithruil
S cializers
Singles
.Outgoing Mature.
Know.:Seekers
Mel,oW VacatiOners
Couples Families
0,,TNS 2012 37
Incidence Of Segment Within Source Market
Percent of travellers residing in...falling into each segment
Pampered Relaxers
Sports Lovers
Knowledge Seekers
Up & Coming Explorers 7
',:onnected Explorers
Outgoing Mature Couples
Family Memory Builders
Mellow Vacationers
Nature Lovers
Solitaires
Nearby LIS
8 10
7 9
11 8
5 5
15 14
17 17
7 5
5 6
Youthful Socializers 9 11 10
Well Above Average
Above Average
©TNS 2012
Below Average
Well Below Average38
"Dollars vs. Bodies"
Pampered Relaxers
Sports Lovers
Knowledge Seekers
Up and Coming Explorers
Connected Explorers
Aces
lutgoing Mature Couples
Family Memory Builders
Mellow Vacationers
Nature Lovers
Solitaires
Share OfTravellers
50/0
Youthful Socializers 10%
©TNS 2012
Share Of Travel Spend(Spent by household
in past year)
7%
7%
8 to
ChangeIn Relative
Size
40
Other Value Metrics
AverageAnnualHouse-hold
Income
AverageAnnual
HouseholdTravelBud. et
AverageNumberOf Trips
In Past 12Months
AverageTrip
LengthIn da s
Average
SizeParty
PerTri
Pampered Relaxers $105,554 $4,232
$3,868
2.8 6 3.0
Sports Lovers $103/533 3.3 5.4 3.2
Knowledge Seekers $102,480 $4,713: 3.1 8.0 2.7
Up & Coming Explorers $88,361 $4,637' 3.5 4.6 2.8
Connected Explorers 93,080 $4,267; 3.6 5.8 2.8
Aces $77,205 $3,093 2.8 4,6 2.9
Outgoing Mature Couples $68,152' $2,562 2.6 6. 3.6
Family Memory Builders $82,159 $2,21.3 2.3 4.9.14F
4.1.
Mellow Vacationers $80,141 $2,061 2.2 5A 2.5
Nature Lovers $70,547 $2,172 3.1 5.4 3:;7:
Solitaires $62, 07 $1,990 2.5 6.0 L6
Youthful Socializers $66;383 $2,029 2.4 4.7 2.9
Above Average Below Average
41©TNS 2012
"Neeegg ,
..unrel5e,-.7Mtea,i2
%,4,51e,
Travel Experiences Sought By Segments
NatureLover
KnowledgeSeeker
AdventureSeeker
C.—tureSeeker
Love BeingPampered
Pam- Know- Up & Outgoing Family Mellow Youthfulpered Sports ledge Coming Connected Mature Memory Vaca- Nature Soli- Social-
Relaxers Lovers Seekers Ex.lorers Ex.lorers Aces Cowles Builders tioners Lovers taires izers
24 17 23 17 21 18 23 16 27 16
Love16 15 9 7 13 15
Socializing
Well Above Average
Above Average
Below Average Average: N u tier of Ativitieseft%
Well Below Average :VerOUs:6.; t among. Total. Travellers
43OTINS 2012
IV,- ..............
Suggested Criteria For Prioritization
1. Setting Priorities to Support the Current Business. Identifying thosesegments that contribute most strongly to your Region's tourism industry today.
■ Which segments is the region attracting at above-average numbers - deliveringtourists (as opposed to dollars)?
■ Share of spend in the Region (which segments are contributing the most dollars).
■ How does this relate to share of each segment's total tourism spend? (whichsegments are spending in the region at above their average rate?)
/. Identifying the Growth Opportunity. (which segments offer the most potentialto grow tourism to the Region?)
■ Alignment of the segment's travel interests and activities with the Region's existingand potential future product offering.
■ Level of interest in the region (will the segment be more or less difficult to attract?).
■ Dollars available for tourism - what is the segment's share of total travel spending?
■ Single trip value - how much is typically spent per trip within the segment?
pi ©TNIS 201245
Supporting TLevels
e Current Business: Current Visitation
People Volume
Segments with aboveaverage share of
travellers toBruceGreySimcoe
& Comingxplorers
Nature Lovers
■ Sports Lovers
Rate Of Attraction
Segments with elevatedrepresentation among
BruceGreySimcoe relativeto total travellers
Up & ComingExplorers
Nature Lovers
Sports Lovers
Pampered Relaxers
Dollar Volume
Segments with aboveaverage share of
spending inBruceGreySimcoe
■ Up & ComingExplorers
Pampered Relaxers
■ Connected Explorers
Nature Lovers
Activities Undertaken On TripOntario Trips vs. Total Trips
V.i.Rinwth• 1 * ,
n Ontario Trips On Any Trips
Culinary(vineyards andfine dining)
■ Beach. shopping
• Fine dining■ Shopping■ Sightseeing (Net
• Sightseeing
Resort- Touring (Net) ■ Touring.(net).. ■ Beach
■ Spa
■ Casino/gambling
p and Coming Explorers
O n. Ontario Trips On. Any Trips
• Amusement/theme park (Net)
• Playing sports(Net)
I. Outdooractivities (Net) ■ Sightseeing(Net)
■ Amusement/theme park (Net)
• Sightseeing(Net)
■ Naturesightseeing (Net.
• Shopping I■ Touring Net) j.
- Naturesightseeing (Net
- Outdooractivities (Net)
■ Shopping■ Culinary• Beach
ShoppingFine dining
• Sporting events(spectator)Sightseeing(Net)Beach
r On Ontario Trips
. Sightseeing •
Sports I.
On Ontario Trips
■
overs
On Any Trips
ShoppingFine diningSporting eventss•ectator
(Net)■ Culinary (Net)■ Naturesightseeing(Net)
■ Shopping■ Outdooractivities (Net)
■ Festivals/events (Net)
■
On• Any:Trips
Sightseeing(Net)Shopping
- Naturesightseeing(net)
• Culinary• Touring (Net)■ Beach
Knowledge Seekers
On Oritatio,TripSr,
• Sightseeing(net)
■ isiting naturesi • hts (net
On Any. TripS:...
411110■ Touring (net)
■ Sightseeing(net)•'T 'siting naturesights (net)
■ Touring (net)▪ .OPPing—
• Casinos/gamblingShopping
■ Fine dining■ Sightseeing(Net)
■ Theatre/Concerts/dance shows
On Any Trips
• casinos/gambling
• Shopping• Fine dining■ Sightseeing(Net)Beach
Aligns with Region Offer
COTNS 201248
Activities Undertaken On Trip- Ontario Trips vs. Total TripsOutgom i re Couples
■ Shopping■ Fine dining
■ Sightseeing(Net)• Fishing• Touring (Net)■ Beach
■ amping
• Outdooractivities (Net). Nature
sightseeing(Net)
■ Beach• Sightseeing
Net
- Shopping
■ ShoppingFine dining
• Sightseeing(Net)Beach
• Touring (Net)
■ Camping
■ Outdooractivities (Net)
On Ontario TripS
I■ Sightseeing(Net)
• Shopping ■ Naturesightseeing(Net)CulinaryFun/ themepark (Net)
ShoppingSightseeing(Net). Fun/Theme
Park (Net)• Beach• NatureSightseeing(Net)
- Culinary- Touring (Net)
Solitair
On Ontario Trips
. Shopping• Fine dining
■ Sightseeing(Net)
■ Museum/• alleries
•concerts/dance shows
: ...........
On Any Trips
■ Shopping• Fine dining- Sightseeing
Net
Tri
• Fine Dining■ Sightseeing(NET• Touring (Net)
ps n Any Trips■ Shopping■ Fine dining■ Sightseeing
useumsGalleries
Youthful Socializers
On Ontario Trips
■ Shopping
■ Fine dining ■
■ Sightseeing ■
(Net)■ Nightclubs/entertainment. Theatre/
concerts/dance shows
On Any Trips
ShoppingFine diningSightseeingnet
rgentertainmentTheatre/concerts/dance shows
Aligns with Region Offer
OTNS 201249
Future Interest In Visiting The Reg
Averageinterestlevels
on
Nature Lovers(550/0)
ConnectedExplorers(49%)
Up and ComingExplorers(450/0)
FamilyMemoryBuilders (43%)
Aces (41%)
MellowVacationers(40%)
Above Average Interest In VisitingBruceGreySimcoe In Next Two Years
Other
Ontario
Nature Lovers(39%)
Aces (35%)
ConnectedExplorers(330/0)
FamilyMemoryBuilders (33%
Sports Lovers(32%)
Solitaires(310/0)
Up and ComingExplorers(22%)
ConnectedExplorers (22%)
Solitaires(1.8%)
OutgoingMature Couples(180/0)
Aces (18%)
Youthful Social-izers (17%)
Nature Lovers(160/0)
Family MemoryBuilders (16%)
Sports Lovers(16%)
Nearby US
Up and ComingExplorers(250/0)
Nature Lovers(180/0)
ConnectedExplorers(16%)
KnowledgeSeekers (1.0%)
Other US
Up and ComingExplorers(360/0)
ConnectedExplorers(210/0)
Nature Lovers(140/0)
YouthfulSocializers(140/0)
KnowledgeSeekers (110/0)
Family MemoryBuilders (11%)
(c:,TNS 201250
Determining High Value SegmentsShare Of Travel Dollars Avg. Spend Avg. Spend Above(Spent by household At Any On Ontario Avg. In
in past year) Destination Trips RTO7
Pampered Relaxers
Sports Lovers 7%
Knowledge Seekers
Up and Coming Explorers
Connected Explorers
Outgoing Mature Couples
Family Memory Builders
Mellow Vacationers
Nature Lovers Solitaires
Youthful Socializers 7%
©TNS 2012
4,9
$2,952 $1,175
$1,659 $1,116
$3,024 $1,160
$2,266 $2,028
$2,051 $1,702
$1,625 $1,101
$11643 $1,314
$1,774 $1,074
$1,073 $766
$1,149 $843$1,168 $1,103$1,298 $731
ve/
Spend $ in Green = Above Average
Spend $ in Red = Below Average 51
Current And Future Segment Priorities
....... ......
Up and Coming Explorers
Nature Lovers
Pampered Relaxers
Sports Lovers
Secondary
ConnectedExplorers
Primary,
Up and Coming Explorers
Connected Explorers
Family Memory Builders
Nature Lovers
Secondary
PamperedRelaxers
KnowledgeSeekers
52©T•15 2012
Where To Find Up and Coming Explorers
Place of Residence:
Total CanadaOntario
GTAOther Ontario
•uebecMontrealOther euebec
Manitoba
SegmentProjected incidence among
umber of adults total adults in+ in segment each market
606 106501 347404 07197 27697 27682 31114 9667 483
Projectednumber of18+ in segment
adults
Place of Residence:
Ma-or US Markets
Philadelphia 329 243Boston 306 794Chicago 486 381New York Cit 1 010 177Washington DC 434002
4.50/05.6%10.2%1.9%2.5%2.9%1.6%1.4%
SegmentIncidence amongtotal adults ineach market
8.1%6.2%7.6%13.6%9.9%
Projectednumber of adults18+ in, segment
Segmentincidence amongtotal adults ineach market
Place of Residence:
Total USE2TnaIIIIIIIIIIIIIIIIIIIIIConnecticut
6 876 684
359 174
6.80/0
13.0%Delaware 44 897 6.5%Illinois 583 658 6.0%Indiana 82 311 1.7%Ma land 366 657 • 13.7%Massachusetts 314 277 5.5%Michigan 351 691 4.7%Minnesota 119 725 2.9%
IMM2112111New York
568 692 9.9%1 631 248 12.0%
Ohio 493 864 5.4%Penns Ivania 501 347 4.5%• 471 416 11.4%
Wisconsin 231 966 5.5%Kentuck 157 139 5.2%
52 380 3.3%North Carolina 434 002 6.0%Rhode Island 22 448 2.7%Vermont 14 966 3.0%West Virginia 29 931 2.2%
OTNS 202 54
How To Reach Target Segments -Media Consumption Patterns
High
TraditionalMedia Use
Low
Involvementwith travelmedia
Low Digital Media Use High
Note: Size of bubble corresponds to size of segment
©TNS 2012 55
How To Reach Target Segments -Media Consumption Patterns
High KnowledgeSeekers
TraditionalMedia Use
Low
. . ,
Low Digital Media Use
Note: Size of bubble corresponds to size of segment
Up &ComingExplorers
•ConnectedExplorers
mx:-1VIIPsma..edel441mAmmymmm
High
Involvementwith travelmedia
High
giTN S 2012 56
How To Reach Target Segments -Media Consumption Patterns
High
TraditionalMedia Use
Low
Aces
Low
KnowledgeSeekers
•
Sports OVE rs
Solitaires PamperedRe la xers
Digital Media Use
Note: Size of bubble corresponds to size of segment
Up &ComingExplorers
ConnectedExplorers
High
Involvementwith travelmedia
• High
Average
im ©TNS 2012 57
How To Reach Target SegmentsMedia Consumption Patterns
High
TraditionalMedia Use
Low
f!.
Outgoing KnowleMature SeekeCouples Aces
Family MemoryBuilders
dgers
•Sports Love
Solitaires Pa"Re
rs
MellowVacationers
peredlaxers
NatureLovers
• F5rr!g.r,,,
Up &ComingExplorers
ConnectedExplorers
Involvementwith travelmedia
• High
4110 Average
• Low
410YouthfulSocializers
6 666,aLow
PRMMI4.76711rgrag1.11r4:7„,_
Digital Media Use
Note: Size of bubble corresponds to size of segment
High
©TNS 2012 58
How To Reach Connected ExDifference
Connected vs. TotalExplorers Travellers
% reading newspaper
- Daily print
- Daily on computer
Daily on mobile
% reading travel section ofdaily newspaper
/0 reading magazine
- Entertainment/music
- Food/cooking
- Travel- Home/garden
- Health/fitness/livingAvg. # hrs. watch TV (reg
Avg. # hrs. watch PVR
ve rs. watch TVonlina
- Movies- Dramas
eWs
Travel
Avg. # hrs. listen to radio
- Morning
ieWS/tal
weekday)
Top 40=
(TN.5 2012
78% +12
51% -7
55% +2225% +16
73% +19
78 % +1344% +1341% +15
33% +20
32% +7
30% +8
13.8 -0.34.4 +1.0
7.3 +2.159% +9
55% +6
56% +11
+28
7.2 -0.7
83% +845% +10
41% +11
orers
% using Internet
DifferenceConnected vs. TotalExplorers Travellers
98% +9
- Search engine 90% +13
- Weather 72% +19
- Shopping 73% +23
Entertainment 67% +21
Travel 67 % +34
Avg. hrs. spent brovvsing perweek 1.7.3 +4.6
/0 using social networks 930/0 +15
Facebook 870/0 +19
Twitter 26% +12
Avg...# hrs. spent on socialnetworks
using smartphone/tabletwhen travelling
+1.9
79% +33
-Look;up informatiOn 98% +21
- Check review sites 74% +49
make reservations 62% +38
- Use travel apps 51% +32
Above Average
Growth SummaryGrowth insights
■ There are four segments that haveelevated roles when it comes tosupporting the current business.
■ Nature Lovers
■ Pampered Relaxers
■ Sports Lovers
■ Up and Coming Explorers
■ Up and Coming Explorers and NatureLovers can also act as a bridge to thefuture.
■ Connected Explorers and Family MemoryBuilders also offer future growthopportunity.
■ The same can be said of KnowledgeSeekers when considering offer fit andavailable travel budgets. But...
■ Conversion will be more difficult.
■ They may be hesitant to spend inthe Region at their typical levels.
Precise plans for growth
■ The marketing plan will need toembrace consumers at multiple lifestages(older/younger, couples/families).
■ The juxtaposition of nature, sophistication,human/cultural touch-points and active outdoorrecreation (golf, skiing, etc.) should beaccentuated to reach this broad constituency.
■ Breadth of experience will be key to attractingConnected Explorers. The motivations of thissegment should be used to help frame theconcept of "diversity".
■ Develop packages that encourageexperience with the Region's diverse mix.
■ Invest in a comprehensive digital strategy thatembraces advertising, booking, itineraryplanning, real time assistance and social mediarelationships.
•
61
©TNS 2012
Growth Summary
Precise plans for growth (cont'd)
■ Through messaging and product presentation, give Family Memory Builders...
■ ...evidence that the offer appeals to the needs of all family members,
■ ...is sensitive to the unique needs of families and enhances familial emotional bonds,
■ ...while catering to the budgetary restrictions of younger families.
■ Develop communications and marketing materials with sensitivity to targeted ethnicgroups.
■ This is relevant to both Up and Coming Explorers and GTA.
■ It requires cultural sensitivity (beyond language) very basic education on the offerin some cases, facilitation of access.
■ Explore the longer term potential for attracting Knowledge Seekers.
■ To make the destination worth their investment, the knowledge-based activitiesassociated with geography, culture, heritage and nature will need to be promoted.
■ The travel style of this group - accomplishing rather than relaxing - will need to beaccommodated within a more general positioning aligned with stress-free fun.
■ The quality of accommodations and travel services should be reviewed to ensurecongruence with the high expectations of this segment.
■
EN OTN5 2012
62
How To Reach Pampered RelaxersDetail Media Consumption
DifferencePampered vs. Total Relaxers Travellers
reading newspaper 37% -29- Daily print 58% ±0- Daily on computer 25% -8
- Daily on mobile 10% +1
% reading travel section ofdaily newspaper 54% +3
% reading magazine 61% -4
- Entertainment/music 35% +4
- Food/cooking 29% +3
- Fashion/beauty 26% +9
- Health/fitness/living 23% +1
- Travel 16% +3
Avg. # hrs. watch TV (reg) 13.3 -0.8Avg. # hrs. watch PVR 4.1 +0.7
Ave. # hrs. watch TV online 4.2 -1
- Movies 54% +4
- Dramas 54% +5
- News 48% +3
- Reality shows 46% +11
Avg. # hrs. listen to radio 8.2 +0.3
- Top 40 37% +7
- News/talk 29% -6
- Oldies 29% -1
OTNS 2012
PamperedRelaxers
Differencevs. TotalTravellers
+1°/0 using Internet 90%
- Search engine 80% +3
- Weather 55% +2
- Shopping 52% +2
- Travel 48% +15
- Entertainment 46% ±0
Avg, # hrs. spent browsing perweek 10.7 -1.4
% using social networks 74% -4
- Facebook 61% -7
- Twitter 6% -8
Avg. # hrs. spent on socialnetworks 3.6 -1
% using smartphone/tabletwhen travelling 43% -3
- Look up information 70% -7
- Check review sites 11% -14
- make reservations 15% -9
- Use travel apps 14% -5
64
How To Reach Sports LoversDetail Media Consumption
Loves
ire ceSport; vs. Total
Travellersreading newspaper 21% -45
- Daily print 63% +5- Daily on computer 33% 0- Daily on mobile 100/0 +1% reading travel section of
daily newspaper 53% -1% reading magazine 69% +4- Professional Sports 30% +19- Health/fitness/living 220/0 0- General interest 21% +1- Business/finance/investment 18% +3- Outdoor activities 15% +8
Avg. # hrs, watch TV (reg) 14.3 +0.2Avg. # hrs. watch PVR 4.0 +0.6Ave. # hrs. watch TV online 4.1 -1.1- Sports 67% +33
- News 52% +7
- Movies 49% -1
- Situation comedies 40% +5
Avg. # hrs. listen to radio 9.2 +1.3
- News/talk 40% +5
- Oldies 36% +6
30%- Sports +17
INS 2012
portsavers
Differencevs. TotalTravellers
0/0 using Internet 90% +1- Search engine 80% +3- Weather 62% +9
- Sports 55% +27- Network news 34% +3- Newspapers 34% +5Avg. # hrs. spent browsing perweek 10.0 -2.1
using social networks 70% -8- Facebook 57% -11- Twitter 12% -2Avg. # hrs. spent on socialnetworks 3.0 -1.6% using smartphone/tabletwhen travelling 49% +3- Look up information 79% +2- Check review sites 20% -5- make reservations 25% +1- Use travel apps 13% -6
65
How To Reach Knowledge SeekersDetail Media Consumption
°A) reading newspaper
ifferenoeKnowledge vs- TotalSeekers Travellers77% +11
- Daily print 68% +10
- Daily on computer 30% -2
- Daily on mobile 6% -3
% reading travel section ofdaily newspaper 34% +14
reading magazine 74% +9
- News 32% +14- Travel 27% +14- Science/geography 21% +7- Business/finance/investment 20% +5- City (Toronto Life, etc.) 12% +5Avg. # hrs. watch TV (reg) 13.9 -0.1
Avg. # hrs. watch PVR 3.6 +0.2
Ave. # hrs. watch TV online 4.7 -0.5
- News 56% +11- Dramas 50% +1- History 41% +6- Travel 31% +10Avg. # hrs. listen to radio 7.9 ±0
- News/talk 49% +14- Top 40 21% -9- Classical 19% +7
nowledgeSeekers90%
Differencevs. TotalTravellers+1% using Internet
- Search engine 81% +4- Weather 59% +6- Travel 52% +19- Newspapers 35% -1-6
- Entertainment 34% -12Avg. # hrs. spent browsing perweek 11.7 -1.0
% using social networks 64 -14
- Facebook 55 -13
- Twitter 7 -7
Avg. # hrs. spent on socialnetworks 2.4 -2.2
°A) using smartphone/tabletwhen travelling 29 -11
- Look up information 75 -2
- Check review sites 18 -7
- Make reservations 24 ±0
- Use travel apps 13 -6
(JTNS 2012 66
How To Reach Up And Coming ExplorersDetail Media Consumption
Up and DifferencComing vs. ToEx .lorers Travelle
reading newspaper 51% -15
- Daily print 640/0 +6
- Daily on computer 37% +4
- Daily on mobile 15% +6reading travel section ofdaily newspaper 83% +29
reading magazine 50% -15
- Computers/electronics/tech 30% +18- Fashion/beauty 290/0 +12
- Business/finance/investment 29% +14
- Health/fitness/living 28% +6
- Automobile/cycle 22% +11
Avg. # hrs. watch TV (reg) 10.6 -3.5
Avg. # hrs. watch PVR 3.5 +0.1
Ave. # hrs. watch TV online 7.4 +2.2
- Movies 44% -6
- Cooking shows 41% +1
- Biography 20% +3
- Shopping channels 12% +7
Avg. # hrs. listen to radio 5.3 -2.6
- Classical 25% +13
- Sports 22% +9
- Jazz 15% +8
©TNS 2012
nd Differencetag vs. Total
lorers Travellers
using Internet 89% ±0
- Entertainment 59% +13
- Search engine 42% -35
- Games 38% +7
- Health 36% ±0
- Weather 26% -27
Avg. # hrs. spent browsing perweek 13.8 +1.7
% using social networks 900/0 +12
- Facebook 80% +12
- Twitter 33% +19
Avg. # hrs. spent on socialnetworks 5.9 +1.3
% using smartphone/tabletwhen travelling 670/0 +21
- Look up information 73% -4
- Check review sites 43% +18- make reservations 41% +17
- Use travel apps 19% ±0
57
How To Reach Connected ExplorersDetail Media Consumption
DifferenceConnected vs.,TEx Y lorers Travellers
% reading newspaper 78% +12
- Daily print 51% -7
- Daily on computer 55% +22
- Daily on mobile 25% +16
% reading travel section ofdaily newspaper 73% +19
reading magazine 78% +13
- Entertainment/music 44% +13
- Food/cooking 41% +15
- Travel 33% +20
- Home/garden 32% +7
- Health/fitness/living 30% +8
Avg. # hrs. watch TV (reg) 13.8 -0.3
Avg. # hrs. watch PVR 4.4 +1.0
Ave. # hrs. watch TV online 7.3 +2.1
- Movies 59% +9
- Dramas 55% +6
- News 56% +11
- Travel 49% +28
Avg. # hrs. listen to radio 7.2 -0.7
- Morning (weekday) 83% +8
- News/talk 45% +10
- Top 40 41% +11
td)TNS 2012
DifferenceConnected vs. TotalEx lorers Travellers
using Internet 98% +9
- Search engine 90% +13
- Weather 72% +19
- Shopping 73% +23
- Entertainment 67% +21
- Travel 67% +34
Avg. # hrs. spent browsing perweek 17.3 +4.6
using social networks 93% +15
- Facebook 870/0 +19
- Twitter 26% +12
Avg. # hrs. spent on socialnetworks 6.5 +1.9
% using smartphone/tabletwhen travelling 79% +33
- Look up information 98% +21
- Check review sites 74% +49
- make reservations 62% +38
- Use travel apps 51% +32
58
How To Reach AcesDetail Media Consumption
A es
Differencevs. TotalTravellers
°A reading newspaper 69% +3- Daily print 65% +7- Daily on computer 26% -7- Daily on mobile 7% -2reading travel section ofdaily newspaper 56% +2
°A) reading magazine 62% -3- Entertainment/music 37% +6- Food/cooking 23% -3- Home/garden 22% -3- Health/fitness/living 19% -3
- Sports 17% +6Avg. # hrs. watch TV (reg) 18.9 +4.8Avg. # hrs. watch PVR 3.7 +0.3Ave. # hrs. watch TV online 4.8 -0.4- Movies 59% +9
- Crime dramas 52% +10
- Sports 47% +13
- Reality shows 41% +6
Avg. # hrs. listen to radio 8.4 +0.5
- Oldies 38% +8
- News/talk 31% -4-
- Sports 19% +6
(c)TNS 2012
Aces
Differencevs. Total.Travellers
010 using Internet 86% -3
- Search engine 75% -2
- Weather 52% -1
- Shopping 48% -2
- Games 46% +15
- Sports 35% +7
Avg. # hrs. spent browsing perweek 13.1 +0.4
using social networks 73% -5- Facebook 64% -4
- Twitter 9% -5
Avg. # hrs. spent on socialnetworks 4.1 -0.5
% using smartphone/tabletwhen travelling 34% -12
- Look up information 72% -5
- Check review sites 13% -12
- make reservations 16% -8
- Use travel apps 17% -2
59
How To Reach Outgoing Mature CouplesDetail Media Consumption
0 encetal
Coupl tars
% reading newspaper
- Daily print 73% +15
- Daily on computer 16% -17
- Daily on mobile 2% -7
% reading travel section ofdaily newspaper
62% +8
% reading magazine 78% +13
- Home/garden 35% +10
- Food/cooking 31% +5
- General interest 31% +11
- Entertainment/music 28% -3
- Crafts/antiques 21% +11
Avg. # hrs. watch TV (reg) 19.2 +5.1
Avg. # hrs. watch PVR 3.7 +0.3
Ave. # hrs. watch TV online 6.2 +1.0
- News/current affairs 67% +22
- Movies 58% +8
- History 46% +11
- Sports 44% +10
Avg. # hrs. listen to radio 11.3 +3.4
- Oldies 41% +11
- News/talk 40% +5
OutgoingMatureCouples
Differencevs.. TotalTravellers
-28% using Internet 61%
- Search engine 80% +3
- Weather 51% -2
- Shopping 38% -12
- Games 36% +5- Health 33% -3Avg. # hrs spent browsing perweek 9.2 -3.5
% using social networks 67% -11
- Facebook 50% -18
- Twitter 4% -10Avg. # hrs. spent on socialnetworks 9.2 -3.5
% using smartphone/tabletwhen travelling 16% -30- Look up information 58% -19
- Check review sites 7% -18
- make reservations 15% -9
- Use travel apps 19% ±0
- Country 33% +11
©TNS 2012 70
How To Reach Family Memory BuildersDetail Media Consumption
• reading newspaper
Family WereMemory ToSunders Tr.. ell1er37°10 -29
- Daily print 46% -12
- Daily on computer 33% ±0- Daily on mobile 8% -1
• reading travel section ofdaily newspaper 38% -16
0/0 reading magazine 64%
- Entertainment/music 35% +4
- Home/garden 27% +2- Family/parenting 26% +15
- Health/fitness/living 25% ±0
- Fashion/beauty 18% +1.
Avg. # hrs. watch TV (reg) 12.3 -1.8Avg. # hrs. watch PVR 3.8 +0.4Ave. # hrs. watch TV online 3.6 -1.6- Dramas 53% +4
- Reality shows 47% +12
- Crime dramas 44% +2
- Situation comedies 39% +4
Avg. # hrs. listen to radio 7.7 -0.2
- Top 40 40% +1.0
- News/talk 28 % -7
FamilyMemoryBuilders92%
Differencevs. TotalTravellers
+3% using Internet
- Search engine 81% +4
- Weather 56% +3
- Shopping 54% +4
- Entertainment 48% +2
- Parenting 14% +8
Avg. # hrs. spent browsing perweek 11.1 -1.0
using social networks 81% +3
- Facebook 75% +7
- Twitter 9% -5
Avg. # hrs. spent on socialnetworks 4.9 +0.3
using smartphone/tabletwhen travelling 51% +5
- Look up information 81% 4-4
- Check review sites 19% -+6
- make reservations 14% -10
- Use travel apps 13% -6
- Modern rock 33% +6
©flys 2012 71
How To Reach Mellow VacationersDetail Media Consumption
reading newspaper
Differencemellow
Vacationers650/0 -1
- Daily print 590/0 +1
- Daily on computer 29% -4- Daily on mobile 50/0 -4
% reading travel section ofdaily newspaper 42% -12
Wo reading magazine 64% -1- Home/garden 26% +1
- Food/cooking 22% -4
- General interest 210/0 +1- Entertainment/music 200/0 -11- Health/fitness/living 18% -4Avg. # hrs. watch TV (reg) 14.8 +0.7Avg. # hrs. watch PVR 2.6 -0.8Ave. # hrs. watch TV online 4.0 -1.2- Dramas 47% -2
- Movies 45% -5
- News/current affairs 44% -1- History 370/0 +2
Avg. # hrs. listen to radio 7.8 -0.1
- News/talk 37% +2
- Oldies 34% +4
DifferenceMellow vs. Totalcationers Travellers
% using Internet 89% ±0
- Search engine 77% ±0
- Weather 50% -3- Shopping 44% -6- Entertainment 31% -15
- Travel 16% -17
Avg. # hrs. spent browsingper week 11.0 -1.7
To using social networks 66% -12
- Facebook 56% -12
- Twitter 6% -8Avg. # hrs. spent on socialnetworks 3.1 -1.5
°/0 using smartphone/tabletwhen travelling 29% -17
- Look up information 68% -9
- Check review sites 12% -13
- make reservations 100/0 -14
- Use travel apps 10% -9
- Top 40 18% -12
©TNS 2012 72
How To Reach Nature LoversDetail Media Consumption
erenceature Total
Lovers 514faVellera I% reading newspaper 36% -30- Daily print 52% -6
- Daily on computer 32% -1
- Daily on mobile 1.2% +3
reading travel section ofdaily newspaper 41% -13
reading magazine 62% -3
- Home/garden 26% +1
- Entertainment/music 25% -6- Science/geography 19% +5- Outdoor activities 16% +9- Family/parenting 14% +3
Avg. # hrs. watch TV (reg) 12.6 -1.5
Avg. # hrs. watch PVR 2.4 -1
Ave. # hrs. watch TV online 4.9 -0.3
- Movies 49% -1
- Crime dramas 43% +1
- Science/nature 35% +1.0
- Science fiction/fantasy 23% +5
Avg. # hrs. listen to radio 9.1 +1.2
- News/talk 32% -3
- Modern 3Q% +3rock
- Country 30% +8
©TNS 2012
orencevs. TotalTravellers
% using Internet 88% -1
- Search engine 84% +7
- Weather 64% +11.
- Shopping 47% -3
- Video download 32% +4
- Specific activities (fishing,dog breeds, etc) 29% +10
Avg. # hrs. spent browsing perweek 10.5 -1.6
% using social networks 81% +3- Facebook 71% +3
- Twitter 12% -2
Avg. # hrs. spent on socialnetworks 4.4 -0.2
% using smartphonejtabletwhen travelling 40% -6
- Look up information 75% -2
- Check review sites 17% -8
- make reservations 19% -5
- Use travel apps 15% -4
73
How To Reach SolitairesDetail Media Consumption
Solotane
ifflarence
ikoveuersreading newspaper 68% +2
- Daily print 56% -2- Daily on computer 36% +3
- Daily on mobile 6% -3% reading travel section of
daily newspaper 48% -60/0 reading magazine 650/0 ±0- Entertainment/music 30% -1
- News 25% +7
- Food/cooking 23% -3- Health/fitness/living 21% -1- Science/geography 16% +2Avg. # hrs. watch TV (reg) 15.7 +1.6Avg. # hrs. watch PVR 3.0 -0.4
Ave. # hrs. watch TV online 5.3 +0.1- Dramas 50% +1
- News/current affairs 49% +4
- History 38% +4
- Science fiction/fantasy 23% +5
Avg. # hrs. listen to radio 8.9 +1.0
- News/talk 42% +7
- Oldies 32% +2
- Classical 18% +6
©TIVS 2012
D ffettocevs':' Total
Solstaires Traniletr
,% using Internet 86% -3- Search engine 80% +3- Weather 53% ±0
- Shopping 52% +2
- Network news sites 36% +5- Newspaper sites 33% +4Avg. # hrs. spent browsing perweek 15.5 +2.8% using social networks 68% -10
- Facebook 560/0 -12- Twitter 11% -3Avg. # hrs. spent on socialnetworks 4.5 -0.1
% using smartphone/tabletwhen travelling 30% -16
- Look up information 70% -7
- Check review sites 18% -7
- make reservations 19% -5- Use travel apps 16% -3
74
How To Reach Youthful SocializersDetail Media Consumption
YouthfulSocializers
reading newspaper 500/0 -16- Daily print 45% -13- Daily on computer 42% +9- Daily on mobile 11% +2reading travel section ofdaily newspaper 41% -13% reading magazine 57% -8- Entertainment/music 44% +13- Fashion/beauty 30% +13- Food/cooking 23% -3- Health/fitness/living 20% -2- General interest 17% -3
Avg. # hrs. watch TV (reg) 12.9 -1.2Avg. # hrs. watch PVR 3.2 -0.2Ave. # hrs. watch TV online 6.5 1.3- Dramas 54% +5
- Movies 520/0 +2
- Situation comedies 42% +7
- Reality shows 39% +4
Avg. # hrs. listen to radio 7.1 -0.8
- Top 40 47% +17
- Modern rock 34% +7
- News/talk 240/0 -11
DifferenceYouthful vs. 'Total
Socializers Travellers0/0 using Internet 95% +6
- Search engine 81% +4
- Shopping 590/0 +9- Entertainment 58% +12- Weather 50% -3- Video download/upload sites 46% +18Avg. # hrs. spent browsing perweek 15.8 +3.10/0 using social networks 90% +12- Facebook 86% +18- Twitter 22% +8Avg. # hrs. spent on socialnetworks 6.9 +2.3
using smartphone/tabletwhen travelling 65% • +19- Look up information 85% +8
- Check review sites 20% -5
- make reservations 13% -11
- Use travel apps 18% -1
75
Pampered Relaxers Population ProjectionsGeographic Markets
Place of Residence:
Total CanadaOntario
GTAOther Ontario
•uebecMontrealOther euebec
'nitoba
S mentProjected incidence among
adults total adults ingment each market
1 407 113844 268406 053450 276514 601389 971124 630
Place of Residence:
Ma'or US MarketsPhiladel g hiaBostonChicagoNew York CitWashington DC
©TNS 2012
40 203
10.5%9.4%10.3%8.9%13.5%13.6%13.1%7.4%
SegmentProjected incidence arricing
riurnber of adults total adults in18+ irDtignient each market
144 732221 118140 711317 605112 569
MEMM11111111111111
3.5%4.5%2.2%4.3%2.6%
Projectednumber of adults1S+ in segment
Segmentincidence amongtotal adults ineach market
Place of Residence:
Total US 2,613,210 2.6%States:Connecticut 52,264 1.9%Delaware 48,244 7.0%Illinois 196,996 2.0%Indiana 64,325 1.3%Maryland 84,427 3.2%Massachusetts 217,097 3.8%Michigan 124,630 1.7%Minnesota 88,447 2.2%New Jersey 233,179 4.1%New York 534,703 3.9%Ohio 144,732 1.6%Pennsylvania 257,301 2.3%Virginia 116,589 2.8%Wisconsin 152,772 3.6%Kentucky 100,508 3.3%New Hampshire 40,203 2.5%North Carolina 104,528 1.4%Rhode Island 16,081 1.9%Vermont 8,041 1.6%West Virginia 16,081 1,2%
75
Sports Lovers Population ProjectionsGeographic Markets
Segmentincidence amongtotal adults ineach market
Projectednumber of adults18t ,ifs segtrierit
Place of Residence:
Total Canada 1. 487 058 11.10/oOntario 995 185 11.1%
GTA 377 484 9.5%Other Ontario 617 701 12.2%
euebec 394 642 10.3%Montreal 268 814 9.4%Other suebec 125 828 13.3°/0nitoba 97 231 17.9%
Place of Residence:
Ma.or US Markets
PhiladelghiaBostonChicagoNew York CitWashington DC
©TNS 2012
SegmentProjected incidence amongqr of adults total adults in
1 segment each market
11111111M=11111111111177 303200 181183 023148 706217 339
4.3%4.10/02.8%2.0°/05.0%
Projectednumber of adults18+ in segment
Segmentincidence amongtotal adults ineach market
Place of Residence:
Total US 4,232,397 4.2%States:Connecticut 68,633 2.5%Delaware 22,878 3.3%Illinois 383,203 3.9%Indiana 188,742 3.9%Maryland 240,217 9.0%Massachusetts 240,217 4.2%Michigan 285,973 3.8%Minnesota 217,339 5.3%New Jersey 326,009 5.7%New York 491,873 3.6%Ohio 434,679 4.7%Pennsylvania 503,312 4.5%Virginia 200,181 4.8%Wisconsin 142,986 3.4%
Kentucky 68,633 2.3%New Hampshire 11,439 0.7%North Carolina 308,851 4.3%Rhode Island 28,597 3.5%Vermont 22,878 4.6%West Virginia 57,195 4.2%
77
Knowledge Seekers Population ProjectionsGeographic Markets
SegmentProjected ncidence among
number of adults total adults in1.13+ in se. ment each market
Place of Residence:
Total Canada 902,005 6.7%Ontario 578,209 6.4%
GTA 312,233 7.9%Other Ontario 260,194 5.2%
Quebec 300,668 7.9%Montreal 225,501 7.8%Other Quebec 75,167 7.9%
IV ' nitoba 23,128 4.3%
Place of Residence:
Ma-or US Markets
PhiladelphiaBostonChicagoNew York CitWashington DC
©INS 2012
SegmentProjected incidence among
tuber of arults total adults in8+ in.setrlien ach market
185 027277 540364 271387 400323 797
4.5°/05.6%5.7%5.2%7.4%
Projectednumber of adults1.8+ in segment
Segmentincidence amongtotal adults ineach market
Place of Residence: MIMI
Total US 4880080 4.8%
IMETM 111111116.9%Connecticut 190 809
Delaware 23 128 3,3%
Illinois 462 567 4.8%
Indiana 144 552 3.0%
Mar land 289 104 10.8%
FEISTSIEra=1=111.MMinnesota
EMIFIMMIIIIIIINew York
277 540 4.8%231 283 3.1%213 937 5.2%491 477 8.6%751 671 5.5%
Ohio 3,4%
Penns Ivania 387 400 3.5%
ERMEIIIIMMINWisconsin
IZEMENIIMIIMINZIEREMEMINNorth Carolina
393 182 9.5%225 501 5.3%86 731 2.9%63603 4.0%237 065 3.3%
Rhode Island 28 910 3.5%
Vermont 11 564 2.3%
West Virginia 28 910 2.1%
78
Up And Coming Explorers Population ProjectionsGeographic Markets
Place of Residence:
Total CanadaOntario
Other Ontarioeuebec
MontrealOther •uebec
Place of Residence:
Ma.or US MarketsPhiladel • hiaBostonChicasoNew York CitWashinoton DC
©TNS 2012
Projectednumber of adults0.18+ in segment
606 106501 347404 07197 27697 27682 31114 966
Segmentncidence aniorigtotal adults Ineach ralarket
10.2%
SegmentProjected incidence an-tong
number of adults total adults in18+ in segment each market
329 243306 794486 381
1 010 177434 002
13.6%
Place of Residence:
Projected :.::.:.::incidence.number of adults•18+ In segment
Segmentid among
total adults ineach market
Total US 6,876,684 6.8%States:Connecticut 359,174 13.0%Delaware 44,897 6.5%Illinois 583,658 6.0%Indiana 82,311 1.7%Maryland 366,657 13.7%Massachusetts 314,277 5.5%Michigan 351,691 4.7%Minnesota 119,725 2.9%New Jersey 568,692 9.9%New York 1,631,248 12.0%Ohio 493,864 5.4%Pennsylvania 501,347 4.5%Virginia 471,416 11.4%Wisconsin 231,966 5.5%Kentucky 157,139 5.2%New Hampshire 52,380 3.3%North Carolina 434,002 6.00/0Rhode Island 22,448 2.7%
- Vermont 14,966 3.0%West Virginia 29,931 2.2%
79
Connected Explorers Population ProjectionsGeographic Markets
Projectednumber of adults.18+ in segment
Segmentncidence amongfetal aideltsitnn a reach
ke
Place of Residence:
Total Canada 738 329 5.5%Ontario 560 339 6.2%
GTA 290 058 7.3%Other Ontario 270 281 5.4%
•uebec 138 437 3.6%Montreal 112 068 3.9%Other •uebec 26 369 2.8%
-nitoba 32 961 6.10/0
Projectednumber of adults1.8+ in segment
Place of Residence:
Ma-or US MarketsPhiladelphiaBostonChicagoNew York CitWashington DC
©INS 2012
11111111111M
Segmentncidence amongtotal adults Ineach market
270 281323 019
421 902402 125
6.6%6.6%8.9%5.7%9.2%
Projectednumber of adults18+ in segment
Segmentincidence amongtotal adults ineach market
IIIIIPlace of Residence:
Total US 5853891 5.8%
IIIIIIIIIIM6.2%Connecticut 171 398
Delaware 19 777 2.9%Illinois 764 698 7.9%Indiana 276 873 5.7%Mar land 309 834 11.6%Massachusetts 296 650 5.1%Michigan 395 533 5.2%Minnesota 204 359 5.0%
395 533 6.9%New York 711 960 5.2%Ohio 329 611 3.6%Penns lvania 468 048 4.2%Virginia 342795 8.3%Wisconsin 250 504 5.9%Kentuck 250 504 8.3%New Hampshire 72514 4.5%North Carolina 448 271 6.2%Rhode Island 26 369 3,2%Vermont 13 184 2.7%ISTERIMII 52738 3.9%
SO
Aces Population ProjectionsGeographic Markets
Projectednumber of adults18+ in segment
Segmentincidence amongtotal adults ineach market
Place of Residence:
Total Canada 821,422 6.1%Ontario 659,048 7.3%
GTA 286,543 7.2%Other Ontario 382,057 7.6%
Quebec 105,066 2.7%Montreal 76,411 2.7%Other Quebec 28,654 3.0%
P'-nitoba 57,309 10.6%
Place of Residence:
Ma"or US MarketsPhiladelphiaBostonChica g oNew York CitWashington DC
©INS 2012
Projectednumber of adults18+ in segment
391 608439 365506 225678 151229 234
incidence amongtotal adults ineach market
projected
number of adults18+ in segment
-_--
8 729 999
Segmentinciderkie amongtoter eVults ineach market
8.7%
MINIIIM6.2%
Place of Residence:
Total US
13=111Connecticut 171 926Delaware 38 206 5.5%Illinois 811 871 8.4%Indiana 276 991 5.7%Mar land 315 197 11.8%Massachusetts 468 020 8.1%Michigan 735 459 9.8%Minnesota 372 505 9.1%
CriNCETNew York
582 637 10.2%1 442 265 10.6%
Ohio 926 488 10.1%Penns lvania 1 012 451 9.1%
401 160 9.7%Wisconsin 439 365 10.3%Kentuck 248 337 8.3%New Hampshire 66 860 4.2%North Carolina 257 888 3.6%Rhode Island 57 309 6.9%Vermont 47 757 9.6%West Virginia 38 206 2.8%
81
Outgoing Mature Couples Population ProjectionsGeographic Markets
Place of Residence:
Total CanadaOntario
Other Ontarioeuebec
MontrealOther •uebec
Place of Residence:
Ma'or US MarketsPhiladel • hiaBostonChica•oNew York CitWashin•ton DC
OTNS 2012
Projectednumber of adults18+ in segment
1 649 502996 045285 491710 555602 703425 064177 63950 754
Projectednumber of adults1.8+ in segment
158 606183 983342 589133 229145 917
egmeritncidence arnorlgtotal adults irteach market
12.30/0
14.1%15.8%14.8%18.7%
Segmentincidence amongtotal adults ineach market
3.9%3.7%5.3%1.8%3.3%
Place of Residence:
Projectednumber of adultsis+ in:segment
Segmentincidence amongtotal adults ineach market
Total US 4,694,736 4.7%States:Connecticut 95,164 3.5%Delaware 31,721 4.6%Illinois 526,572 5.4%Indiana 228,393 4.7%Maryland 164,950 6.2%Massachusetts 177,639 3.1%Michigan 418,720 5.6%Minnesota 253,770 6.2%New Jersey 253,770 4.4%New York 406,031 3.0%Ohio 444,097 4.8%Pennsylvania 412,375 3.7%Virginia 336,245 8.1%Wisconsin 253,770 6.0%Kentucky 139,573 4.6%New Hampshire 76,131 4.8%North Carolina 336,245 4.6%Rhode Island 311721 3.8%
- Vermont 12,688 2.6%West Virginia 101,508 7.5%
32
Family Memory Builders Population ProjectionsGeographic Markets
SegmentProjected incidence among
number cif adults total adults in18+ irreegatehtea h t- c fuer e
Place of Residence:
Total Canada 911,476 6.80/0Ontario 658,898 7.3%
GTA 252,578 6.4%Other Ontario 406,321 8.1%
Quebec 197,669 5.2%Montreal 164,725 5.7%Other Quebec 32,945 3.5%
r-nitoba 43,927 8.1%
Place of Residence:
MaCor US MarketsPhiladelphiaBostonChicagoNew York CitWashington DC
©TICS 2012
Projected incidSeengreeanrniongnu of adults ()tat adults in1:: segment each market
MOM384 357483 192582 027318 468362 394
9.4%9.8%9.1%4.3%8.3%
Place of Residence:
Projectednumber of adults18+ in segment
Segsnentmcidence amongtotal adults ineach market
Total US 10,070,3.62 10.0%States:Connecticut 263,559 9.6%Delaware 54,908 7.9%Illinois 955,403 9.8%Indiana 669,880 13.9%Maryland 373,376 13.9%Massachusetts 439,266 7,6%Michigan 647,917 8.6%Minnesota 395,339 9.6%New Jersey 549,082 9.6%New York 955,403 7.0%Ohio 834,604 9.1%Pennsylvania 977,366 8.7%Virginia 724,788 17.5%Wisconsin 373,376 8.8%Kentucky 417,302 13.9%New Hampshire 120,798 7.6%North Carolina 977,366 13.5%Rhode Island 87,853 10.6%Vermont 98,835 19.9%West Virginia 120,798 9.0%
83
Mellow Vacationers Population ProjectionsGeographic Markets
Place of Residence:
Total CanadaOntario
GTAOther Ontario
euebecMontrealOther •uebec
Iv litoba
Prniectednumber of adults18+ in segment
M1111111111111 211 108842 510315 941526 569298 389
Place of Residence:
Ma-or US MarketsPhiladelghiaBostonChicagoNew York CitWashington DC
OTNS 2.012
228 18070 20970 209
Segmentnciclence amongtotal, adults ineach market
9.10/09.4%8.00/010.4%7.8%7.9%7.4%13.0°/0
SegmentProjected incidence among
number of adults total adults l'nig+ segment each market
526 569807 405965 376842 510702 092
12.9%16.4%15.0%11.3%16.0°/0
Place of Residence:
Projectednumber of adults18+ in segment
Segmentincidence among,total adults ineach market
Total US 16,341,181 16.20/0States:Connecticut 456,360 16.6%Delaware 87,761 12.7%Illinois 1,404,183 14.5°/0Indiana 631,882 13.1%Maryland 649,435 24.3%Massachusetts 824,958 14.3%Michigan 1,316,422 17.5%Minnesota 614,330 14.9%New Jersey 982,928 17.2%New York 2,018,513 14.9%Ohio 1,386,631 15.1%Pennsylvania 1,527,049 13.7%Virginia 947,824 22.9%Wisconsin 842,510 19.8%Kentucky 596,778 19.9%New Hampshire 210,627 13.2%North Carolina 1,211,108 16.7%Rhode Island 122,866 14.8%Vermont 193,075 38.9%
- West Virginia 298,389 22.2%
84
Nature Lovers Population ProjectionsGeographic Markets
Projectednumber of adultsla+ in segment
Place of Residence:
Total Canada 1,273,265
Ontario 831,520
GTA 265,047
Other Ontario 561,276
•uebec 379,381
Montreal 259,850
Other •uebec 119,531
V -nitoba 67 561
Place of Residence:
Ma.or US Markets
Projectednumber of adults1S+ in segment
Segmentincidence among'total adults ineach market
111111111172=9.2%
6.7%
tillE111119.9%
9.0%
111111111111
12.6%
egmencidence amongtotal adults ineach market
PhiladelphiaBostonChicagoNew York CitWashington DC
©TNS 2012
83,152
124,728
155,910
51,970
88 349
2.0%
2.5%
2.4%
0.7%
2.0%
Place of Residence:
Projectednumber of adults113+ in segment
Segmentncidence amongtotal adults ineach market
IIITotal US 3928932 3.9%
MIME2.3%
ErflilConnecticut 62 364Delaware 46 773 6.8%Illinois 296 229 3.1%Indiana 306 623 6.3%Ma land 181 895 6.8%Massachusetts 129 925 2.3%Michigan 478 124 6.3%Minnesota
IMMEIZEME11111New York
249 456 6.1%109 137 1.9%379 381 2.8%
Ohio 348 199 3.8%Penns Ivania 431 351 3.9%
192 289 4.7%Wisconsin 280 638 6.6%Kentuck 62 364 2.1%New Ham•shire 31 182 2.0%North Carolina 213077 2.9%Rhode Island 5 197 0.6%Vermont 10 394 2.1%West Virginia 109 137 8.1%
85
Solitaries Population ProjectionsGeographic Markets
Projectednumber of adults18+ in segment
Segmenincidence amongtotal adults ineach market
Place of Residence:
Total Canada 846 885 6.3%Ontario 573 696 6.4%
GTA 307 337 7.8%Other Ontario 266 359 5.3%
•uebec 239 040 6.3%Montreal 198 062 6.9%Other suebec 40 978 4.3%
1"-nitoba 34 149 6.3%
Place of Residence:
MaCor US MarketsPhiladel•hiaBostonChicagoNew York CitWashington DC
C)TNS 2012
Segmeritn ProJected cidenceurn.4.h.er of adults total
adualtm°s n'119
8 In segment each market
111111111218 551341 486389 294505 399396 124
5.3%7.0966.1%6.8%9.0%
Projectednumber of adul18÷ in segment
Segmentincidence amongtotal adults ineach market
Place of Residence:
Total US 5,982,832 5.9%States:Connecticut 116,105 4.2%Delaware 61,467 8.9%Illinois 662,482 6.8%Indiana 218,551 4.5%Maryland 341,486 12.8%Massachusetts 361,975 6.3%Michigan 389,294 5.2%Minnesota 218,551 5.3%New Jersey 368,805 6.4%New York 887,863 6.5%Ohio 314,167 3.4%Pennsylvania 375,634 3.4%Virginia 635,164 15.4%Wisconsin 184,402 4.3%Kentucky 102,446 3.4%New Hampshire 27,319 1.7%North Carolina 457,591 6.3%Rhode Island 75,127 9.1%Vermont 47,808 9.6%
. West Virginia 68,297 5.1%
86
Youthful Socializers Population ProjectionsGeographic Markets
Place of Residence:
Total CanadaOntario
Other Ontariosuebec
MontrealOther suebeciitoba
Place of Residence:
Ma.or US MarketsPhiladel • hiaBostonChica•oNew York CitWashincton DC
©TNS 2012
SegmentProjected incidence anion
number of adults total adults in/8+ in segment each market
1 363 7061 014 327518 434495 893281 757214 13656 35167 622
Projectednumber of adults18+ in segment
450 812417 001608 596845 272529 704
10.2%11.3%
12.5°/0
Segmentncidence amongtotal adults meach market
11.0%
11.4%12.1%
Projectednumber of adults18+ in segment
Segmenti cidence amongtotal adults ineach market
Place of Residence: IIIIIIIIIIIIII
Total US 9 906 593 9.8%States: IIIIIIIConnecticut 326 839 11.9%Delaware 56 351 8.1%Illinois 957 975 9.9%Indiana 349 379 7.2%Ma land 405 731 15.2%Massachusetts 507 163 8.8%Michisan 777 651 10.3%Minnesota 383 190 9.3%
698 759 12.2%New York 1 420 058 10.5%Ohio 788 921 8.6%Penns lvania 800 191 7.2%Vire inia 631 137 15.3%Wisconsin 462 082 10.9%
236 676 7.9%New Ham•shire 78 892 4.9%North Carolina 777 651 10.7%Rhode Island 56 351 6.8%Vermont 56 351 11.3%172.• 67 622 5.0%
87
Appendix "E"
Task Force Mandate
Talisman Property Advisory Task Force
Terms of Reference
Name: Talisman Property Advisory Task Force
Reports to: Council
Support: CAO
Type: Citizen Advisory Task Force
Established: Approved: October 7, 2013Amendments: November 18, 2013
Reference Items: Tax Sale ActMunicipal ActPlanning ActOfficial Plans and Zoning By-lawsNiagara Escarpment Policies
Goal:The goal of the Talisman Property Advisory Task Force is to review,research, provide comment and make recommendations on the process toreceive proposals for the disposition and/or re-development of the TalismanProperty, once the property has been vested by the Municipality.
Anticipated Outcomes: Establishing a vision for the property:
a. What are the real issues for the property?b. What do we have and what is missing?c. Where are our tourists coming from?d. What Ministries can assist and how?e. What elements of the property are viable to maintain?f. What are the priorities?g. What will a mixed-use development look like?h. Do the economics make sense?i. What consulting services will be required?j. Understanding what we have and how to work with it.k. Will the re-development framework offer a solution that will create
jobs, and strengthen the local economy?1. Ensuring that communication paths are established and maintained to
multiple publics.m. Research opportunity for creation of a new neighbourhood node.n. Research rural planning needs to capture land use.o. Write a report and make recommendations within ninety days from
date of initial
Talisman Property Advisory Task Force Pagelof3
Delegated Authority: The Task Force has no delegated authority.
Regular reporting to Council is required to keep Council informed. Anyrecommendations from the Task Force must first be considered byCommittee of the Whole and/or Council before any action by staff may betaken. The Task Force has no authority to direct staff.
Composition of Task Force: The membership of the Task Force will be comprised as follows:
1 even volunteer citizens who reside or owns property in theMunicipality of Grey Highlands;
Candidates possessing the following skill sets will be considered: planning,legal, marketing, tourism, business, development. Candidates will be askedto sign a co.de.of.c_onductAp4cgrifideriti,plity agretTleP
Membership will be through an application process and interviewed by anindependent panel with recommendations to Council for final approval.
Resources.appointed by ouncilwill be called on:an >>as neeclee.basig-i;may: include: in personi•::;gbilference call wnail.,.:Skypei.
The advertising of vacancies and appointments to the Task Force will be inaccordance with the policies adopted by Council from time to time.
Lead Department: The Lead Department supporting the Task Force will be the CAO's Office.The Lead Department may call on other departments and outside agenciesas required.
Meeting minutes are forwarded to Council and Legislative ServicesDepartment for distribution to Council.
Administration of the Task Force: All members will serve without remuneration, save and except mileage toand from meetings.
TheTask Force does not Meet the definition of Committee as Outlined inSection 238 of the Municipal Act" 2001, for the purpose :pf open meetingitg.qui re men tq,.
Save and except as set out in these Terms of Reference, the rules ofprocedure for Council and Committee as set out in the Procedural By-lawshall apply to this Task Force. In the case of any conflict between the Termsof Reference and such rules of procedure, the Terms of Reference shall takeprecedence.
Talisman Property Advisory Task Force Page2of3
A Chair arid Vit6.-prce., Municipal resopries v~rlll beHotovidoafor minute ;taking pdrpos
Schedule/Location of Meetings: Meetings set at the call of the Chair.
Budget and Financial Report: A budget be established based on mileamenibers at an upset of $3,0
Talisman Property Advisory Task Force Page3of3