Report of the

CreativeOakville
Mayors Advisory Group
CreativeOakville Mayors Advisory Group Report April 2010
1

Report of the CreativeOakville Mayors Advisory Group

Oakville in the Digital Age:
Rebooting Colonel Chisholms Vision


Executive Summary

TheMayorofOakvilleinitiatedaMayorsAdvisoryGrouptobringtogetherbusiness
leaders,economicdevelopmentleaders,creativeindustryprofessionalsand
entrepreneurstoconsiderrelevantinformation,shareinsightsanddevelopaframe
workforgrowingOakvillescreativeeconomy.

TheCreativeOakvilleMayorsAdvisoryGroup(COMAG)metforthreehalfday
sessionsoverasixmonthperiodandconcludedthat:

Town Founder Colonel Chisholms vision for Oakville is still valid and relevant
wedontneedanewvisionratherweneedarefreshofwhatthatvisionlookslikein
the21
st
century.

Our heritage is our strengthwehaveunrealizedassetsuponwhichtobuildand

leverage.Col.ChisholmsoriginalintentwastousethenaturalassetsthatOakville
offered;ouropportunitytodayistousethecreativeandintellectualassetsavailable
tousinthiscommunity.

Urgent attention is requiredwearesurroundedbyandcompetingwith

communitiesthatareaggressivelypursuingopportunitiestolocatecreativeindustry
andattractculturalspending.

The town needs to partnerweendorseacultureatTownHallthatsupports

innovativethinking,encouragesresponsibleandmeasuredrisktaking,and
demonstrateswillingnesstoactivelypartnerwiththeprivatesector.

CreativeOakville has a role to play weseeaneedforcontinuedengagementofthe

corporatecommunityinshapingandgrowingOakvillescreativeeconomy.This
grouporsomethingsimilarcouldoperateatarmslengthfromthetownand
reportdirectlytotheMayor.
CreativeOakville Mayors Advisory Group Report April 2010
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TheCOMAGlistened,brainstormedanddebatedasetofrecommendationsforthe
Mayorsattention.TheserecommendationshavebeenendorsedbytheCOMAGandwe
areexcitedtoanticipateactionin2010andbeyond.TheMayor,aschiefspokesperson
andcheerleaderfortheTownofOakville,isinapositionto(1)setthetonefortownstaff
culture;(2)demonstrateleadershipwithCouncil,indefiningacompellingvisionforOakvillein
the21
st
century;and(3)activelyfoster,inspireandpromoteinitiativesthatwillalignwiththat
visionforOakvilleina21
st
centurycontext.

Ten Things the Mayor Can Do to Support the Growth of Oakvilles Creative
Industry Sector

1. Strengthen the connection between Oakvilles economic development strategy

and CreativeOakville
WerecommendtheMayorguidethetownseconomicdevelopmentstrategytoincreasefocus
onareasconsistentwithacreativestrategy,andtoconsiderprocessesforincreasing
collaborationbetweenthetown,SheridanInstituteandlocalbusinessleaderstoattract,train
andretainnewbusinessesinknowledgebasedindustries(engineering,design,architecture,
media,etc).

2. Defend and secure Oakvilles international reputation as the leading learning
centre for animation and digital media
WerecommendtheMayorconvene a meeting of key stakeholders(SheridanInstitute,
UniversityofWaterloo,Microsoft,RIM,governments,etc)toexplorethepotentialforan
Oakvilleacademicvillageconceptwithamajoruniversityanchor,connectingdowntown
withmidtown,withafocusonmakingOakvillethedefinitivecentreofexcellencefor
animationanddigitalmediaandforemergingareasofdigitalIntellectualProperty(IP)and
greenIntelligentCommunitiesTechnology(ICT).Linkagesbetweenindustryandacademia
arecriticalsuccessstrategies.

3. Plug Oakville into Canadas digital network
WerecommendtheMayor(1)enablediscussionsbetweentheMuseumoftheFuture(MOF)
consortiumandtownstafftocollaborate;and(2)requestthetownsupport the Museum of
the Future consortiumseffortstodevelopabusinessplan,andtoidentifyapotential
physicalpresencewherelikemindedbusinessescanincubatenewtechnologiesandproducts;
and(3)exploreopportunitiesforbrandingOakvilleasaworldleadingcentreofstrengthin
digitalmedia.

CreativeOakville Mayors Advisory Group Report April 2010

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4. Enable strategic investments in cultural infrastructure
WerecommendtheMayorenable discussionspromotingtheredevelopmentofCentennial
Square,andtownstafftoexplorenextstepsforthepotentialredevelopment of Centennial
Square and the surrounding area.

5. Connect Oakville to the GTAs creative assets
WerecommendtheMayorrequesttownstafftocooperatewithasmallgroupfromthe
COMAGtosupportpilotprojectsthatwouldseeOakville partner to host future
creativeactivities.Oneimmediateopportunitywouldbetoreachouttothe2015 Pan
American Games OrganizingCommitteetoexploreopportunitiesforparticipationinthe
culturalfestivitiesplannedtoaccompanytheGames.

6. Encourage land use planning that supports a CreativeOakville perspective
WerecommendtheMayorsupporttownplanning/economicdevelopmentstafftopursue
opportunitiesinsupportofstrategiesinlanduseplanningtoincreasecreativeactivity.
ExamplesincludethepotentialredevelopmentoftheKerr Street area as a centre for
creative firms and people;wellconsideredreuse of the old hospital land,and
developmentoftheMidtown Core as a cultural enterprise zoneandamagnetformajor
investmentsthatwillattractsmallandmediumenterprises(SMEs),creativeworkersand
ancillarysupportservices.

7. Strengthen relationships with others, to support a CreativeOakville vision
WerecommendtheMayoraskstaffindepartmentsaffectedbythecreativestrategyto
identify relevant programsandorganizationalunitsatthefederalandprovincial
governmentsforfollowup,andthenlead or delegate appropriate actiontonurture
supportforCreativeOakville.Localcommunitypartnersshouldalsobeinvitedtothetable,
inordertomaximizeresourcesandtocreateasharedsenseofownership,responsibilityand
publicengagement.

8. Invest in a new cultural festival
WerecommendtheMayor enter into preliminary talks with the Digital Arts Fest
International organizersforapossiblepartnershiparrangementtobringaninternational
digitaleventtoOakville.

9. Commit to Oakville joining the Intelligent Communities Forum
WerecommendtheMayorofOakville attend the 2010 Intelligent Communities Forum
fromMay1921inNewYorkCitytoformallyplugOakvilleintotheIntelligent
Communities(IC)network.ThisyearsthemeisTheEducationsLastMile:Closingthe
GapfromSchooltotheWorkforce(www.intelligentcommunity.org).
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10. Endorse the ongoing engagement of a CreativeOakville Leadership Council
WerecommendtheMayorendorsetheworkofthisgroupandextendaninvitationto
reorganize as a CreativeOakville Leadership Councilwitharenewedmandatetoreport
directlytotheMayoronasemiannualbasis.

CreativeOakville Mayors Advisory Group Report April 2010

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INTRODUCTION

In1827,ColonelWilliamChisholmpurchased960acresatthemouthoftheSixteenMile
CreekonLakeOntario.Hehadavisiontoestablishaport,shipbuildingyardandthe
villageofOakvilleasahubfortrade,commerceandtravel.InmanywaysChisholms
goalswererealizedbuttoday,onewouldbehardpressedtodescribeOakvilleasa
thrivingcentreofeconomicactivity.

OntariointheCreativeAge,commissionedbytheGovernmentofOntarioandco
authoredbyRogerMartinandRichardFlorida,describeshowOntarioisinthemidst
ofaglobaleconomictransformationtoaknowledgeorideadrivencreativeeconomy.
Tothatend,theMayorofOakvilleinitiatedtheCreativeOakvilleMayorsAdvisory
Group(COMAG)tomake recommendations on how Council may support the growth
of Oakvilles creative industry sector and maximize its potential for the towns
economy.

Tohiscredit,RobBurton,MayoroftheTownofOakville,recognizedthevalueof
seekingtheadviceandcounselofexperts,torecommendwaystostimulateOakvilles
creativeindustrysector.HeaskedCouncillorMaryChapin,Ward3TownCouncillor,
topulltogetheraMayorsAdvisoryGroupforthispurpose.InSeptember2009,
CouncillorChapininvitedMaureenLatocki,ChairoftheTownofOakvillesCultural
AdvisoryCommittee,tocochairtheCreativeOakvilleMayorsAdvisoryGroup
(COMAG).Together,theyinvitedanaugustgroupofsome25Oakvillesupporters
withexecutivelevelexpertiseandexperience,togather,deliberateandmake
recommendationstotheMayorofOakville.

Autonomousandselfdirected,theCOMAGsgoalwastoengageknowledgeableand
interestedbusinessandcreativeleadersinplanningforOakvillesfullparticipationin
thecreativeeconomy.Thespecificobjectivesincluded:

1. initiatingadialogueaboutOakvillescreativeeconomyincludingquestions
of
howcanthissectorbesupportedandgrown?
whatarethephysicalspace,funding,infrastructureandpolicyneeds?
howdoweattract,train,andsupportculturallycreativeworkers?
howdowepromotethecreativeindustriessector?
howdoweconnectcreativeindustrieswithotherindustriesandleverageexisting
infrastructure/resourcesetc.?and
anyotherquestionstheCOMAGconsidersrelevant.
CreativeOakville Mayors Advisory Group Report April 2010
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specificobjectivescontinued:

2. developingideastosupportgrowingthecreativeeconomylocally;

3. engagingabroadercommunityinthedialogue;and

4. submittingaFinalReporttotheMayorofOakville.

WHAT WE LEARNED

OnOctober31,2009,theCOMAGlaunchedwithaspecialpresentationfromCharles
Landry,ahighlyregardedinternationalexpertoncreativity,cultureandurbanchange.
BasedinEngland,Landryhasworkedonhundredsofprojectsaroundtheworld.Heis
theauthorofTheArtofCityMaking(2006);TheInterculturalCity:Planningfor
DiversityAdvantage(2007)withPhilWood;TheCreativeCity:AToolkitforUrban
Innovators(2000),publishedtowidespreadacclaim;andRidingtheRapids:UrbanLife
inanAgeofComplexity(2004).

SpeakingtoastandingroomonlyaudienceatOg2GalleryatCentennialSquare,
LandrychallengedOakvilletothinkattheedgeofyourcompetence.Heopinedthat
thetownhasmanystrengthsanddoesnotfaceacrisisintheneartermbuthewarned
thatcomplacencycansetinand,overtime,thetowncoulddriftintoastateof
mediocrity,failingtorealizeitsfullpotentialforcurrentandfuturecitizens.

Followingabrieftourandwalkabout,LandryconcludedthatdowntownOakville
needsacrisisofaspirationandindeedtheOakvillehospitalsiteonReynolds/Allan
Streetscouldbethatcrisis.Heponderedwhatthisprimespacecouldbecomewhat
willbeitsnewstory?Landrysawarareopportunitytoreusethesitetotellarichstory
ofthePAST,engagingstoryofNOWandcompellingstoryoftheFUTURE.He
cautionedOakvillenottolapseintostaid,typicalthinkingabouttheuseofthespace
butrathertothinkfearlesslyandonthecuspofwildness.

Overthecourseoftwomeetingstofollow,theCOMAGheardfromseveralother
outstandingspeakers.WalterStewart,SeniorAdvisorwithTorontoRegionalResearch
Alliance,spokeverypointedlyandfranklyaboutOakvillesplaceintheincreasingly
crowdeddigitalfield.WhileOakvillehasmanystrengths,hewonderedwhether
Oakvillewasreadyandwillingtoattractthecreativeswhoworkinthesector.The
digitalmediafieldrequiresauniqueworkenvironment,anaffordablehousingsupply
CreativeOakville Mayors Advisory Group Report April 2010
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andappropriatecommercialspacesthatarenotreadilyavailableinOakvilletoday.
Basedonhisobservations,Stewartofferedafewothergeneralrecommendationsto
improveOakvilleasadestinationtoworkorplay.HerecommendedOakvilleinvestin
(1)creatingasenseofarrival,commentingthatOakville,fromtheGOTrain,looks
grungyanduninviting;and(2)exploitingthereversecommuter.

KevinTuer,VPDigitalMediawithCommunitechandManagingDirector,Canadian
DigitalMediaNetwork,presentedtheWaterloosuccessstory.Communitechisa
membershipbasedorganizationservingthehightechbusinesscommunitiesin
KitchenerWaterloo(KW)and,morerecently,Stratford.Theorganizationwascreated
asaforumformemberstonetwork,attracttalentandsupportthegrowthofarobust
hightecheconomy.Thissupportincludesaccesstoaventureservicesgroupthatassists
withsecuringfinancingandprovidingguidanceforearlystagecompanies.Kevin
reflectedonthesuccessthatKWhasexperiencedinthepastdecadeandsuggestedthat
OakvillecanhavesimilarsuccessinthecreativesectorbyleveragingSheridanInstitute
asaconnectionpointandbypartneringwithbusiness,governmentandacademia.

THE COST OF DOING NOTHING

TheCOMAGspentaconsiderableamountoftimeattheDecemberthinktank
articulatingwhatisatstakeshouldOakville,asacommunity,notembracethe
emergingrealitiesoftheneweconomyonebasedonattractingknowledgedriven,
creativeindustries.

Oakvilles downtown core is fragile.Thereisgrowingconcernaboutthelongterm

viabilityofthedowntown.ManyoftheshopsandservicesthatmadeOakvilles
mainstreetattractivearenolongermomandpopoperations.Rentsarehigh(and
rising)andlargechainsaremovingin,jeopardizingtheuniquelookandfeelofthe
area.

Oakville is losing ground to neighbouring communities.Oneonlyneedtolook

westtoBurlingtonandtheexcitingredevelopmentoftheirwaterfrontand
downtowncore,includinganewperformingartscentreandthearrivalofMcMaster
University;northtoMiltonandtheirplanstobuildanacademicvillageanchoredby
WilfridLaurierUniversity;oreasttoMississaugatotheconstructionofanew
SheridanInstitutecampusatCityCentreandthearrivalofRIM.Withpartnerships,
SheridanrecentlyexpandedtheirresearchandtrainingcapabilitiesintoToronto
withtheirnewPinewoodTorontoStudio,investingsome$14.7millionoverthenext
CreativeOakville Mayors Advisory Group Report April 2010
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fiveyears,settingupresearchpartnershipsindifferentareastotrytodevelop
capacityatthecollegetogetstudentsandfacultymoreinvolvedinresearch...alsoto
helpsmallandmediumsizecompaniesfurthertheirresearchabilities.
1

IntheCityofHamilton,Councillorsrecentlyendorsedareportrecommending
strategicinvestmentofpublicmoniesinacreativeincubatorthatwillputahuge
culturalartsincubatorintheirdowntowntospureconomicdevelopment.
2

Oakville is out of step with the younger generation.Toattractandretainthenext

generationofhighincomeearnersandtheirfuturefamilies,Oakvilleneedstokeep
pacewiththeexpectationsofanincreasinglytechsavvypopulation.WhileOakville
attractsayoungandcreativecohortofresidentswhocometoattendthevery
prestigiousSheridanInstitute,wehavedonelittleasacommunitytoretainthem.

Oakville is increasingly seen as boring and predictable.Decadesago,Oakvillehad

thereputationasahotspotforcreativityandculture.Today,Oakvillesbrandis
thatofavisuallypleasingyetstaidandstuffycommunity.Therewascommon
frustrationamongCOMAGmemberswiththecomplacentattitudeatthetownand
therealthreatthisrepresentstothefutureprosperityofthecommunity.

Money is flowing out of Oakville.Oakvilleresidentsaresophisticatedand

educatedconsumersofcreativeservicesaspatronsoftheartsandother
companionservices(i.e.dining,shopping).Theyarealsohighlymobileand
preparedtotraveltonearbycommunitiestoaccessandsupporthighquality
creativeactivities.Withthemgotheirdollars.

Oakville cannot be content to be a bedroom community.Tosupportthe

infrastructureandservicesthatahighqualityandmostlivabletownrequires,
Oakvilleneedstoensurethatitsfutureincludesavibrantandprosperouseconomy
thatcangeneratesufficientrevenuestopayforagrowingcommunitysneedsand
wants.
1
DominikKurek,Sheridanwantstobringhi-techmovie-makingtolowbudgetproductions,Mar.17.2010.
2
PaulMorse,Councillorswarmingtoartsincubator,Jan.20,2010.
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BUILDING ON OUR STRENGTHS FOR A CREATIVEOAKVILLE

AsColonelChisholmbuiltonthestrengthsofOakvilleinhistimethelakeand
harbour,theplentifulsupplyofoaktrees,andcapablecitizenstocreatesuccessful
shipbuildingandmillingindustries,weareproposingthatwebuildonOakvilles
currentstrengthsinthecreativeage.

Thesestrengthsinclude:

A highly skilled populacewithmorethan56percentofresidentspossessingapost
secondaryeducationandassociatedaffluence.AstheMartinProsperityInstitute
hasnoted,inthecreativeagetalentisakeytoprosperityveryfewcommunitiesin
Ontariohavethelevelofskillsthatwehaveamongstourresidents.

A vibrant local commercial setting basedonstrengthsandaboveaveragegrowthin

professional,scientific,andtechnicalservicesandotherknowledgebasedindustries.
Thecommunityhasenjoyedacenturyofthrivingdowntowncommercialactivity
and,thoughthisbaseisfragile,wehaveafoundationfromwhichtodrivea
CreativeOakville.

An international reputation indigital media and animationresidingprimarily

withSheridanInstituteandassociatedenterprises.Further,Sheridansnew
president,Dr.JeffZabudskybringsnotonlyasolidtrackrecordforactively
engagingwiththelocalcommunity,butanentrepreneurialapproachto
streamliningorganizationalprocessesandanunderstandingofthevaluechainthat
appliedresearchbringstothecommercializationofnewtechnologiesallattributes
thatwillassistustoleverageSheridanscapabilitiestotheadvantageofthetown
andtheschool.

Location in the Greater Toronto Area,theeconomicandculturalengineofOntario

andCanada.Weareadjacenttotheeconomicengineandcentredwithinthe
culturalmagnetsNiagaraontheLake,Stratford,andToronto.Oakvillehasareal
advantageoverotherdigitalcentressuchasKitchenerWaterloobecauseofourclose
proximitytoPearsonInternationalAirportandoureaseofaccessacrosstheregion
viatheMetrolinxlines.

Anexceptionally pleasing visual esthetic asapicturesquelakefrontcommunitythat

issecondtononeinOntarioandpossiblyallofCanada.Oakvilleisanotonlya
CreativeOakville Mayors Advisory Group Report April 2010
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desirableplacetolivebut,withsomestrategicpublicandprivatesectorinvestment,
hasthepotentialtobepositionedasapremierdestinationforvisitors.

Inourdeliberations,wedeterminedthatwecanrealizeourcreativitypotentialin
Oakvillebycarryingoutfiveinterrelatedsetsofactions.Weareproposingthreesetsof
initiativesbuiltupontwosolidfoundations.Thethree initiatives are:

LEADING in digital creativity.OurmostsignificantcreativitystrengthinOakville

isthedigitalmediacapabilityatSheridanInstitute.Thisisaworldclassassetthat
hasthepotentialtoprovideauniqueandsustainablecompetitiveadvantageforthe
town

CONNECTING to the regions creativity assets.Wehaveincredibletalent,

facilities,andorganizationswithinashortdrivefromOakville.Ourstrategyhasto
drawontheseassets.

BUILDING economic strength through creativity.Thecreativeeconomyismore

thanartistsandperformance.Itincludesbusinessesandpeoplewhocreate
economicvaluethroughtalent,knowledgeandsocialintelligenceskills.Oakvilles
economicdevelopmentstrategyisbasedontheseindustriesandourcreative
strategyshouldbeaswell.

Thesewillbebuiltupontwo foundations:

INFRASTRUCTURE for creativity.Bricksandmortararenecessaryfoundational

supportstothetalentandcreativityofourbusinessesandpeople.Fortunately,we
havesomesignificantopportunitiestostrengthentheseassetsforaCreativeOakville.

PARTNERSHIPS for creativity. OurplanforaCreativeOakvilleneedstodrawon
thefiscalresourcesofourfederalandprovincialpartnersacredibleandwell
articulatedstrategyforaCreativeOakvillecanhelpusensurethatwehaveaccessto
thissupport.
CreativeOakville Mayors Advisory Group Report April 2010
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Leading in digital
creativity
The digital festival
Digital museum
Digital intellectual
property
Sheridan SPARK
Communitech & UW
Stratford Institute
Connecting with local
literary, musical, visual,
and performing arts
Training
Realizing a vision for CreativeOakville
Connecting to regions
creativity assets
Luminato
TIFF
The 2015 Pan
American games
Creativity assets in
Hamilton and
Niagara
Building economic
strength via creativity
Connection with
Oakvilles
economic
development
strategy
Engagement of
business
community and
leadership
Possibilities for Kerr Street
Museum of the Future
Coronation Park
Infrastructure for creativity
Centennial Square
Oakville Hospital site
Midtown core
Partnerships for creativity
Federal government
Provincial government
Business partners
Other Oakville partners
Leading in digital
creativity
The digital festival
Digital museum
Digital intellectual
property
Sheridan SPARK
Communitech & UW
Stratford Institute
Connecting with local
literary, musical, visual,
and performing arts
Training
Leading in digital
creativity
The digital festival
Digital museum
Digital intellectual
property
Sheridan SPARK
Communitech & UW
Stratford Institute
Connecting with local
literary, musical, visual,
and performing arts
Training
Realizing a vision for CreativeOakville
Connecting to regions
creativity assets
Luminato
TIFF
The 2015 Pan
American games
Creativity assets in
Hamilton and
Niagara
Connecting to regions
creativity assets
Luminato
TIFF
The 2015 Pan
American games
Creativity assets in
Hamilton and
Niagara
Building economic
strength via creativity
Connection with
Oakvilles
economic
development
strategy
Engagement of
business
community and
leadership
Building economic
strength via creativity
Connection with
Oakvilles
economic
development
strategy
Engagement of
business
community and
leadership
Possibilities for Kerr Street
Museum of the Future
Coronation Park
Infrastructure for creativity
Centennial Square
Oakville Hospital site
Midtown core
Possibilities for Kerr Street
Museum of the Future
Coronation Park
Infrastructure for creativity
Centennial Square
Oakville Hospital site
Midtown core
Partnerships for creativity
Federal government
Provincial government
Business partners
Other Oakville partners

Inthebalanceofthereport,wewillproposetenspecificactionsfortheMayorto
consider.

CreativeOakville Mayors Advisory Group Report April 2010

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LEADING in digital creativity


Recommendation:
Commit to Oakville joining the Intelligent Communities Forum

TheIntelligentCommunitiesForum(www.intelligentcommunity.org)isan
internationalvehicleforMayorsandotherglobalcommunitythoughtleadersto
promotetheadvancementoftheuseofICTtobuildprosperous,inclusiveand
sustainablecommunities.ParticipationwithICFwouldsendastrongsignaltointernal
andexternalstakeholdersthattheTownofOakvilleiscommittedtobeingaTop
IntelligentCommunityand/oramemberoftheSmart21.

ACTIONWerecommendtheMayorofOakville attend the 2010 Intelligent Communities

ConferencefromMay1921inNewYorkCitytoformallyplugOakvilleintotheICnetwork.

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Recommendation:
Plug Oakville into Canadas digital network

WesupportthetownseconomicstrategytoExploreopportunitiestodevelopOakville
asaninternationalhubforDigitalMediaandAnimationandwebelievetherearereal
andimmediateopportunitiesforOakvilletotapintotothe$11millionawardedto
CommunitechforthecreationofCanadasdigitalnetwork.Asapotentialprojectwithin
theCanadiannetwork,certainmembersofCOMAGhaveidentifiedandareactively
pursuingpartnerships(SheridanInstitute;HeritageCanada;ICTBranchwithinForeign
AffairsandInternationalTradeCanada;Communitech;RIMandOntarioResearchand
InnovationOpticalNetwork(ORION))thatwouldseethecreationoftheMuseumof
theFutureinOakvilleauniqueexperientialplaceofideastocollaborate;explore
interactivedigitalconceptsandsolveproblems(e.g.greenICT,digitalintellectual
propertyandinternetthrottling)bothphysicallyandvirtually.

Oakvillehasacademicstrengthindigitalmediaandthishashelpedcreatesuccessful
businessesandintellectualproperty.WeshouldbuildupontheTownssuccessand
explorebrandingopportunities.

ACTIONWerecommendtheMayor(1)enablediscussionsbetweentheMuseumoftheFuture
(MOF)consortiumandtownstafftocollaborate;and(2)requestthetownsupport the
Museum of the Futureconsortiumseffortstodevelopabusinessplan,andtoidentifya
potentialphysicalpresencewherelikemindedbusinessescanincubatenewtechnologiesand
products;and(3)explore opportunities for brandingOakvilleasaworldleadingcentreof
strengthindigitalmedia.

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Recommendation:
Invest in a new cultural festival

ThedemiseoftheOakvilleWaterfrontFestivalprovidesatimelyopportunitytorethink
howtocreateauniquelyOakvilleculturalfestival.BuildingonOakvillesdigital
reputationandOg2ssuccesswithexhibitionsofdigitalanddigitallyinfluencedart,
thereisinterestinmountingaDigitalArtsFestInternational(DAFI)laAnnecy,
France.DAFIwouldbeanichecultural,technologicalandsocialevent.Thefestival
wouldcombineperformance,creationanddistributionattractinginternational
visionaries,creativesandindustryexecutives.Theformatwouldofferadiverserange
ofconferencesessions,exhibitionsanddemonstrations.Partnershipopportunities
aboundbutinitialseedfundingfromOakvilleisdesirable.

ActionWerecommendtheMayor enter preliminary talks with the Digital Arts Fest

International organizersforapossiblepartnershiparrangementtobringaninternational
digitaleventtoOakville.

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CONNECTING to the regions creativity assets

WehaveasolidfoundationofcreativeassetsinOakvilleandthesehavebeen
articulatedinOakvillesStrategicDirectionsforCulture.Theseincludesignificantarts
anchorgroups(OakvilleMuseum,OakvilleCentreforPerformingArts,Oakville
Galleries,andtheOakvilleArtsCouncil).Wehave1,400entitieswithculturalresources
inmultiplesectorsandacriticalmassofdesigners,artsbasedretailers,andprintersand
publishers.Ouraffluenceandeducationcreatesabaseofsophisticatedcommunity
supportforcreativitybaseddevelopment.

Thisfoundationprovidesajumpingoffpointtoaccessandprovidemutualbenefitfor
someworldclassculturalassetsinourownbackyard.

LuminatoisanannualtendaycelebrationoftheartswhereTorontosstages,streets,
andpublicspacesareinfusedwiththeatre,dance,classicalandcontemporarymusic,
film,literature,visualarts,anddesign.Itembracesthreekeyprogramming
principles:collaboration,accessibility,anddiversity.Tobesure,Luminatois
designedtoshowcaseTorontosbustlingdowntowncore.Ourchallengeisto
identifyopportunitiesforOakvilleeventsitesintheLuminato.Oneapproachisto
scheduleeventsatitsshouldersbeforeoraftertheformalLuminatoprogram.We
maybeabletosecurevisitingartiststoperforminOakville.Anotheristosetouta
portionofLuminatothatislocatedinthewesternpartoftheregion,centredin
Oakville.WemaybeabletocarveoutadigitalcomponentofLuminato.

The Toronto International Film Festival,nowinits31styear,iswidelyrecognized

asthemostimportantfilmfestivalafterCannesandthemostsuccessfulpublicfilm
festivalintheworld.Whiledigitalmediatechnologyhasbeenpartofthefestivalfor
severalyears,theredoesnotappeartobeafocalpointforthistypeoffilm.Given
ourstrategysdigitalfoundation,Oakvillehastheopportunitytopositionitselfas
thedigitalcentreforTIFF.Similartoourpreviousrecommendation,wesuggest
thatasmallgroupbeappointedtosizeuptheinterestbyTIFFleadership.

The 2015 Pan American Games.TorontowillhostthePanAmericanandParapan

AmericanGamesin2015.AkeyelementoftheeventwillbeaPanAmerican
culturalfestivalthatwillbeginintheyearsbeforetheGamesandcontinuethrough
totheClosingCeremonies.Oakvillehasanopportunitytobeanimportantvenue
forthisculturalfestival.Werecommendthatplanningstartnowwhatarethe
typesofeventswecanhostandwhataretheneedsoftheorganizersoftheGames?

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Recommendation:
Connect Oakville to the GTAs creative assets.

InitialoverturestotheLuminatoorganizationsuggestthereisinterestinexploring
waystheOakvillecommunitymayparticipateinfutureLuminatoeventsbothasa
venueandasasourceoftalent.SimilaropportunitiesmayexistwithTIFF,NuitBlanche
andProjectNiagaraajointinitiativeoftheNationalArtsCentreandToronto
SymphonyOrchestratocreateanannual17weeksummermusicfestivalontheshores
ofNiagaraontheLake,Ontarioby2012.

ThesuccessfulPanAmGamesbidincludedreferencetotheartsandculturalstrengths
oftheGTAregion.WhileOakvillewillnotbealocationforthe2015Gamessporting
activities,webelievethereisanopportunityforOakvilletobeaparticipantasa
locationfortheculturalaspectsoftheGames.

ACTIONWerecommendtheMayorrequesttownstafftocooperatewithasmallgroupfrom
theCOMAGtosupportpilotprojectsthatwouldseeOakville partner to host future
creative activities.Animmediateopportunitywouldbetoreachouttothe2015 Pan
American GamesOrganizingCommitteetoexploreopportunitiesforparticipationinthe
culturalfestivitiesplannedtoaccompanytheGames.

CreativeOakville Mayors Advisory Group Report April 2010
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BUILDING economic strength through creativity

Clearlytherearedirecteconomicbenefitsfromcreativityandculture.RichardFloridas
workdemonstratesthatavibrantartsandmusicsceneattractshighlyskilledworkers
andleadstogreatereconomicinnovation.Ourrecommendations,withafocuson
digitalcreativityandculture,buildontheresearchofFloridaandothers.

Integrating our economic development and creative strategies.FollowingFlorida,we

thinkitsalsoimportantthataCreativeOakvillebetightlyintegratedwithitseconomic
baseandthatitseconomicgrowthdrawonitscreativitystrength.

HarvardprofessorMichaelPortersresearchconcludesthatsuccessfulindustryclusters
aretheresultoffourfactorsexcellentinput factorssuchasspecializedlabourand
relevantinfrastructure,related and supporting industriesthatarenecessaryforthe
successofthecluster(forexample,goodsourcesofsteelmakingtosupportan
automotivecluster),sophisticated demandthatdrivetheclustertobeinnovative,and
intense rivalrysothatparticipantsintheclusterareforcedtobeinnovativebytheir
localcompetitors.

Twooftheseinputfactorsandrelatedandsupportingindustriesprovidesupportfor
theongoingdevelopmentofthecluster,excellenttalent,institutionsandcompaniesthat
provideresourcesandworldclassservicesandproductsthatassist.Forexample,our
industriesinOakvillecanbenefitfromthecapabilitiesthatemanatefromSheridans
digitalmediaexpertiseandgraduates.

ThelattertwoofPortersfourfactorssophisticateddemandandintenserivalry
providepressure fortheclustertoperformatahighlevel.Excellenttalentneedstobe
driventosucceedbydemandingcustomersandcapablecompetitors.

Portersresearchindicatesthat,inastronginnovativecluster,weexpecttofind
excellenceinbothsupportandpressure.Thesetwoforcesinteractwitheachotherand
sothatexcellenceofinputfactors,suchastalentandinfrastructure,areresponsiveto
marketsignalsfromcustomersandcompetitors.Truecommercializationofresearch
anddevelopmentoccurswhentheseforcesarebothpresent.Allsupportandno
pressurecreatesacushyandlazyenvironmentinimicaltoinnovationandupgrading.
Similarly,allpressureandnosupportcreatesaharshandbarrenenvironment,equally
inimicaltoinnovationandupgrading.

CreativeOakville Mayors Advisory Group Report April 2010

18
BaseduponPortersfindings,webelieveourculturalstrategywithitsfocusondigital
medianeedstobeintegratedwithoureconomicdevelopmentstrategyifwewantto
createmaximumvalueforeach.Ourdigitalmediastrengthscanprovideexcellent
supporttocertaintypesofindustriesandcompanies.Atthesametime,capablefirms
candrawoutthebesttechnologyandtalentfromourdigitalmediacapabilitiesand
pressurethemtobeevenmorecapableandrelevant.

Wearerecommendingthatoureconomicdevelopmentstrategyincorporatesafocuson
digitalcapabilities.Ourcurrentstrategyhighlightsfourindustrieswhosecompanies
canbenefitfromdigitalmedia:

Advanced manufacturingbyitsnaturedrawsoncomputercontrolledormicro
electronicsinthedesign,manufactureorhandlingofaproduct.Manyadvanced
manufacturingfirmswouldbenefitfrombeinglocatedclosetoworldclass
capabilitiesandtalentindigitalmedia.Applicationsincludedesign,prototype
development,simulation,andcommunication.

Professional services.Digitalmediatechnologyhasapplicationsindesign,
mapping,simulation,3Dgraphics,andmodeling.Theseareveryimportant
capabilitiesforengineeringandarchitecturalfirms,forexample.Oakvilleisalready
hometoofficesofinternationalleadersintheseindustries;ourcreativeand
economicdevelopmentstrategieswillbenefitifthetowncanbothbroker
relationshipsbetweenexitingplayersandbyrecruitingappropriatefirmstolocate
here.

Digital media and animation. AsOakvilleseconomicdevelopmentstrategypoints

outthecomputeranimationandvisualeffectsindustryisstable,robustand
experiencingmoderategrowth.Throughfocusedprogramsthathelpincubate
startupsandaccessventureandangelfunding,Oakvillecanhelpfostergrowthof
newbusinessesinthisarea.TheexperienceofOakvillebasedPipelineStudios
suggeststhatlocalbusinesslinkageswithSheridanInstitutecanbesuccessful.But,
astheeconomicdevelopmentstrategyconcludes,Oakvillemustovercomethe
challengesofattractingyoungknowledgeworkerstoasuburbanenvironment.
Ourprocessesanddecisionsonzoningbylawsandplanningapprovalsneedtobe
sensitivetotheneedforlowcosthousingandamenities.

Life sciences.Inmanysituationsresearchanddevelopmentforbio
pharmaceuticalsandmedicaldevicesdrawontheapplicationofdigitalmediafor
graphicrepresentation,modeling,andsimulation.Oakvillesdigitalmedia
CreativeOakville Mayors Advisory Group Report April 2010
19
capabilitiescangivesomefocustooureconomicdevelopmenteffortsinthis
industrywhichisimportantgiventheaspirationsofnearlyallNorthAmerican
communitiestodevelopthissectorlocally.

Insummary,wearerecommendingthatoureconomicdevelopmentandcreative
strategyworksymbiotically.LocalfirmscanchallengeSheridanInstituteandother
organizationswithdigitalmediaexpertisetoproviderelevantandinnovativesolutions
totheirbusinessneeds;Oakvillesstrengthsindigitalmediacandrawbusinessesthat
benefitfromthistechnologytothetownandtheycouldthrivehere.IntheGreater
TorontoAreathereareseveralotherinstitutionswithcapabilitiesthancanbeharnessed
tosupportOakvilleseconomicstrategyincludingtheUniversityofWaterloo,York
University,OntarioCollegeofArt&Design,andtheUniversityofTorontos
KnowledgeMediaDesignInstitute.

Recommendation:
Strengthen the connection between Oakvilles economic development strategy and
CreativeOakville.

Oureconomicdevelopmentstrategyalreadyfocusesonattractingknowledgeintensive
industries.Wethinkitcanworkalongsideourcreativestrategyinamutually
reinforcingdynamicourcreativefocusondigitalmediacaninformthetypesoffirms
andindustriesweattractandourbusinessleaderscanmakeourdigitalcapabilitiesas
economicallyrelevantaspossible.

ACTIONWerecommendtheMayorguidethetownseconomicdevelopmentstrategyto
increasefocusonareasconsistentwithacreativestrategy,andtoconsiderprocessesfor
increasingcollaborationbetweenthetown,SheridanInstituteandlocalbusinessleadersto
attract,trainandretrainnewbusinessesintheknowledgeindustries(engineers,technicians,
scientists,architects,industrialdesigners,etc).

CreativeOakville Mayors Advisory Group Report April 2010

20

Recommendation:
Defend and secure Oakvilles international reputation as the leading learning centre
for animation and digital media.

InrecentyearsOakvilleslongtimereputationviaSheridanInstituteastheplacetogo
forthebesteducationinanimationanddigitalmedia,isbeingerodedbyother
communitiesthatwanttocarveoffapieceofthelearningenvironmentinorderto
capturenewbusinessandeconomicdevelopmentopportunities.Forexample,both
BramptonandMississaugahavesuccessfullyattractednewSheridancampusesand
accompanyingbusinessdevelopmentincludingnewRIMofficescomingsoonto
Mississauga.Similarly,BurlingtonhasattractedMcMasterUniversitywhichissetto
openadowntowncampusthatwillstimulateeconomicactivityintheircoreandMilton
hassetasidelandforthedevelopmentofanacademicvillagewithWilfridLaurier
Universityasapartner.

ACTIONWerecommendtheMayorconvene a meeting of key stakeholders(Sheridan

Institute,UniversityofWaterloo,Microsoft,RIM,governments,etc)toexplorethepotentialfor
anOakvilleacademicvillageconcept,withamajoruniversityanchor,connectingdowntown
withmidtown,withafocusonmakingOakvillethedefinitivecentreofexcellenceforanimation
anddigitalmediaandnewemergingareasofdigitalIPandgreenICTechnology.Linkages
betweenindustryandacademiaarecriticaltosuccess.

CreativeOakville Mayors Advisory Group Report April 2010
21
Drawing Oakvilles business community into CreativeOakville.Ourplanningprocess
forthisstrategyhasbenefitedsignificantlyfrombusinessleadersworkinghereinthe
townorinToronto.Wethinkitimportantthatthisinvolvementbefosteredonan
ongoingbasisastheseindividualscancontributeexcellentandpracticaladviceaswell
asprovidingimportantintroductionsinotherlocales.

Thiscanbeinavarietyofways.Asthisstrategyisimplemented,werecommendthat
theMayorinvolvebusinessorganizationssuchastheChamberofCommerceandlocal
businessassociations.PerhapsaMayorsAdvisoryCommitteeofCEOsorsenior
businesspeoplecanbeformedtomeetperiodicallyasaforumforgatheringadvice.
ThetowncouldactasacatalystforcreatingneweventslikeaGranosWestdinner
speakerseries.TheoriginalGranoSpeakerSeriesisheldatGranosrestaurantin
Torontoandfeaturesworldrenownedspeakersinacasualdinnersetting.Theeventis
byinvitationonlyanddrawsbusiness,cultural,academic,andpublicsectorleaders.
Eventslikethiscanbedevelopedwiththepurposeofdeepeningtheinvolvementof
Oakvillesbusinessleadersinthetownanditsfuturedevelopment.

Recommendation:

Endorse the ongoing activity of a CreativeOakville Leadership Council.
InterestremainshighfromCOMAGmemberstocontinuetocontributecorporate
expertisetoshapeandguideOakvillescreativeindustrysector.

ACTIONWerecommendtheMayorendorsetheworkofthisgroupandextendaninvitation
tothemtoreorganize as the CreativeOakville Leadership Councilwitharenewedmandate
toreportdirectlytotheMayorsemiannually.

CreativeOakville Mayors Advisory Group Report April 2010

22
Thesethreesetsofinitiativeswillbedevelopedontwofoundations:Infrastructureand
Partnerships.

INFRASTRUCTURE for creativity

Inourdiscussions,memberssharedandheardaboutsomespecificinfrastructure
needs/dreams.

TheformerQueenElizabethPark(QEP)SecondarySchoolcurrentlybeingredeveloped
intoavibrantcommunityandculturalcentreisanexcitinginitiativealreadyunderway.
Itisanticipatedtobringsomelongawaitedreliefvisvisspaceforartisticendeavours,
practisespaces,performanceandstorageareas.TownCouncilandstaffwere
commendedformovingforwardwiththisvision.ButCOMAGmembersarefocused
moreonconnectionswitheconomicdevelopment,soourvisioningwentbeyondthe
QEPproject.

x Aconsortiumofindividualsisalreadyorganized,promotingaredevelopmentof
OakvillesrathertiredCentennial Square.Thisanchorpropertyindowntown
OakvilleincludestheCentralLibrary,OakvilleGalleriesatCentennialSquare,
theCentreforPerformingArts,andCentennialPoolallconnected,but
separate.Outsideisthehardsurfacedopensquarethathostsfairweather
performancesandanOrganicFarmersMarketduringthesummer.Behindthe
1967concretestructureisalargeparkinglot.Thewholefacilityisownedbythe
town.Thereisgeneralagreementthatitneedsrevitalizing,anditseems
appropriatethatitbeplannedtocoincidewithCanadassesquicentennial
celebrationsin2017.Weviewedanddiscussedtheproposalbythenon
governmentalteamthatsalreadyengagedinthisvision,andweconcurthat
whattheyveproposedisexcitingandappropriateforaCreativeOakville.

x Theold hospital siteonReynolds/AllanStreetswillbevacatedinthenear

future.AshortwalkfromtheGOTrainstationandwithhardinfrastructure
alreadyinplace,couldnotthissitebeconsideredforpotentialcreativereuse?
TheOakvilleTrafalgarMemorialHospital(OTMH)currentlybringshundredsof
employeesandcustomerstothesitedaily.Someoftheircommercialactivity
supportsourdowntownand,oncethehospitalrelocates,therewillbeavacuum
ofcommercialactivityadverselyimpactinganalreadyfragiledowntowncore.
LetsthinkattheedgeofourcompetenceasCharlesLandryadvised,and
envisionanopportunityforthissite:digitalmuseum...digitalbusiness
incubator...academicvillagecampus?
CreativeOakville Mayors Advisory Group Report April 2010
23
x DiscussionsaboutTheCreativeClassof21
st
centuryentrepreneurs,
intellectuals,engineersandartistspointeduptheneedforaffordable spacefor
bothbusinessandresidentialpurposes.CurrentlyinOakville,theresadearthof
economicalresidentialpropertiesforthe(usually)youngentrepreneurs,andof
appropriatelyequipped,reasonablypricedspacesforcreativestartupsand
SMEs.Kerr Streetwasidentifiedasanareaofpotentialforredevelopmentand
revitalizationbeingcurrentlyintransitionandaccessiblebypublictransit,but
itslikelytherewouldneedtobesomeseriousexaminationofzoning:the
creativeswhotoilinthistypeofbusinessoftenworkunconventionalhours(the
othersideoftheclock)andwouldfeelunreasonablyconstrainedby
conventionalhoursofoperation.Canweimaginemeetingoveranespressoat3
a.m.inacafanywhereinOakville?Ifwereallydowanttoencouragethe
entrepreneurswhodevelopthedigitaltechnologiesoftomorrowthesortof
knowledgebasedindustrythatfitswithourvision,wemustalsoaccommodate
theamenitiesconsideredessentialfortheirincubationandgrowth.

x Coronation Parkwasraisedinourdiscussions,inlightoflastyears
announcementthattheOakvilleWaterfrontFestivalhasceasedoperations.This
wasalsothesiteoftheFestivalofClassicsnowlostandlamented.Perhapsthis
beautifulwaterfrontparklandcanbecomethesiteofsomefutureFestival of
Authors,similartotheeventthattakesplaceattheGreenwoodHistoricalCentre
inHudson,Qubec.There,welearned,Storyfeststartedwithonelocal
author/historianandhasgrownover67years,toincludethreevenuesina
weekendlongcelebration.InOakville,wehavenotedauthorsonvarious
subjectsanditsnotdifficulttoenvisionacommunitycelebrationofthewritten
word.

x Anotherpotentialsiteforaneventofthissortandother
artistic/musical/creativeexplorationsandcelebrationsisThe Joshua Creek
Heritage Art Centre,establishedthroughthevisionofonedeterminedwoman,
SybilRampen,andthesiteofmostofourCOMAGgatherings.There,atthe
northendofOakvilleonBurnhamthorpeRoad,isthesiteofhistoric,
environmentalandartisticinterestthatis,withtheoversightofanindependent
boardofdirectors,doinggreatthingsandhasthepotentialformore.

CreativeOakville Mayors Advisory Group Report April 2010

24

Recommendation:
Enable strategic investments in cultural infrastructure

OneofOakvillesstrengthsisitsdowntownwhichboastsamixofstreetlevelretail,
residentialandculturalspacesnestledalongtheshoresofLakeOntarioamidsttree
linedstreetsofheritageandcontemporaryproperties.CentennialSquare,Oakvilles
mostsignificantculturalstructureinthedowntownarea,wasbuilttocommemorate
Canadascentennialin1967andremainslargelyunchangedinalmost50years.A
consortiumoflocalresidents,commercialandretailmerchants,influentialstakeholders
andsomeprospectiveleaddonorsandsponsorshavecreatedapreliminaryplanfor
theredevelopmentofCentennialSquareandsurroundingareasindowntownOakville.
Theprojecthasthepotentialtobeacatalystforneweconomicactivityinadowntown
thatisbecomingincreasinglyfragile.Theinitialplanencompasses(1)the
redevelopmentoftheCentralLibrary,OakvilleGalleriesandotherculturalspaces;(2)
therenovationandexpansionoftheOakvilleCentreforthePerformingArts;(3)the
redevelopmentofCentennialPoolintoaConcertHall;(4)thedevelopmentof
plazas/vistaslookingwesttowardsSixteenMileCreek;and(5)opportunitiesfornew
publicareas,commercial,retailandresidentialspace.Theplancallsfortheprojecttobe
selffunded.

ACTIONWerecommendtheMayorenablediscussionsbetweentheconsortiumpromotingthe
redevelopmentofCentennialSquare,andtownstafftoexplorenextstepsforthepotential
redevelopment of Centennial Square and surrounding areas.

CreativeOakville Mayors Advisory Group Report April 2010
25
Recommendation:
Encourage land use planning that supports a CreativeOakville perspective.

Whilewerecognizethattherearemanyperspectivesthatareimportantforlanduse
planning,wethinkitimportantthatoneoftheseshouldbethecreativelens.One
exampleisthepotentialreuseoftheoldhospitalproperty:arethereopportunitiesfor
thelandtosupportanewenterpriseincreativityanddigitalmedia?AnotherisKerr
Streetanditsneighbouringresidentialspaces:canthisareasustainaclusterofsmall
creativebusinessesandcreativeworkers?And,longerterm,weseetheMidtownCore
asaprimeopportunitytobedevelopedasaculturalenterprisezone.TheLivable
OakvillePlanenvisionstheareatobeavibrant,transitsupportive,mixeduseurban
communityandemploymentarea.CentredaroundtheGOTrainstationandlocated
midwaybetweenTorontoandNiagaraontheLake,Ontariostwopremierecultural
zones,Oakvilleshouldaggressivelypursueastrategytocreatearegionalcultural
enterprisezoneintheMidtownCore.

Intheshortertermthough,weneedtoenhancethetravellersexperienceofthe
Oakville GO Station. Improved signage,directionalandinformational,wouldgreatly
assistandimprovethevisitorsfirstimpressions.

ACTIONWerecommendtheMayorsupporttownplanning/economicdevelopmentstaffto
pursue opportunities in support of strategies in land use planningtoincreasecreative
activity.

CreativeOakville Mayors Advisory Group Report April 2010

26
PARTNERSHIPS for creativity

Recommendation:
Strengthen relationships with other orders of government to support a
CreativeOakville vision.

Ourcreativestrategyisconsistentwithinitiativesandprogramsatotherordersof
government,federalandprovincial.Manyoftheprojectsincubatedaspartofthe
COMAGprocess,forexampletheMuseumoftheFutureCollaborativeandthe
CentennialSquareredevelopment,willbenefitfromthetowndeveloping,
strengtheninganddeepeningrelationshipswiththefederalandprovincial
governments.WethinktherearewillingknowledgeandfinancialpartnersinQueens
ParkandOttawawhocancollaboratewithusineffortsgoingforward.Itisimportant
thatwebuildthesepartnerships.Beyondgovernmentpartners,thereexistlocal
communitypartnerswithacreativemandate.Suchpotentialpartnersmustbeengaged
inordertoaccessknowledge,expertiseandresourcesandtocreateasharedsenseof
ownership,responsibilityandpublicengagement.

ACTIONWerecommendthattheMayoraskstaffindepartmentsaffectedbythecreative
strategytoidentifyrelevantprogramsandorganizationalunitsatthefederalandprovincial
governmentsforfollowup,andthenleadordelegateappropriateactiontonurturesupportfor
CreativeOakville.

CreativeOakville Mayors Advisory Group Report April 2010
27
APPENDIX

COMAGThinkTankOutputDocument

GreenICTARTICLE:
http://www.ccsip.org/documents/bp/CCSIP_RD_Business_Plan_Green_Cyberinfrastruc
ture_English_Jan_10_2010.pdf

NEWSiliconHaltonlink:http://www.siliconhalton.com
SiliconHaltonisagroupdedicatedtoconnectingandcreatingstrongandlocal
relationshipsforhitechentrepreneursandleadersinHaltonRegion.
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