King Township Mayors Business Breakfast April 30, 2015 Headwaters - - PowerPoint PPT Presentation

King Township Mayor’s Business Breakfast

April 30, 2015

Headwaters Equine Leadership Group

HELG is a committee of the Hills of Headwaters Tourism Association and supported by the Ontario Trillium

• Foundation. It is

a collaborative initiative in support of the equine sector in the Headwaters, including Caledon, Dufferin, Erin & King.

• 2013 & prior – Foundational work
• 2014 – Horse Country brought to market

HELG’s Mission: The Headwaters Equine Leadership Group (HELG) has formed to promote the Headwaters area (Caledon, Dufferin, Erin & King Township) as the premier equine region in Ontario. This initiative will use a regional collaborative approach that draws upon the resources and assets of the regional municipalities, business and economic development associations, sector and citizen groups to support, grow and advocate for the equine industry. It will enhance the capacity of the entire Headwaters region and its municipalities to support economic development strategies to create a prosperous and diverse regional economy.

• 2015 & beyond…….

Evolution of HELG & Headwaters Horse Country

• Organizational structure & governance
• Industry & regional engagement
• Equine inventory & economic impact

framework

• Marketing, branding & communications
• Ontario Trillium Foundation

Foundational work & OTF

Ask one hundred horse people to name the best equestrian communities in America and chances are you’d get one hundred different answers. Are you looking for warm weather or four distinct seasons? Fine dining and easy access to an urban center, or a quiet, rural retreat? The editors of Equestrian Quarterly magazine analyzed these categories and more, as well as an area’s overall “horsiness,” and developed the LuxeList of America’s Top Horse Communities.

Position the Headwaters Region as a centre of equine excellence

HELG’s Mission

Governance & Sustainability

HELG Committee Structure

STANDING PARTNERS

Hills of Headwaters Michele Harris Executive Director Dufferin.biz Theresa Sauren Program Manager Town of Caledon Sandra Dolson Economic Development Officer King Township Jamie Smyth Economic Development Officer

INDUSTRY REPRESENTATIVES

Ross Millar (Chair) President, Ross Millar Group James Boyd President & CEO, Brampton and Caledon Community Foundation Elaine Capes Owner, Little Creek Ranch Susan Fripp Owner, Caledon Equestrian School Linda Pabst Councillor, King Township Stephany St.Louis Equine Business Management Consultant Gary van Bolderen Founder of Dutch Masters Construction Services

Governance & Sustainability

Long-term Funding & Sustainability

Administrative Infrastructure

• Shared office space
• Integrated administrative

infrastructure

• Comprehensive web

development on shared back end platform Industry

• Program

Sponsorship

• Donations &

volunteers

• Service

agreements Government/ Municipal Support

• Multi-year

service agreements with municipalities

• Town of Mono

partnership for

• ffice space
• Federal

government support for renovations Granting Support

• Trillium Grant

(3 Years, through 2015)

• CCT Partnership

Funding

• Exploring additional
• pportunities

Accountability

• Sound financial management practices – including annual audited

statements & Board Treasurer/Chartered Accountant

• Annual strategic action plan with Board approved metrics
• Annual Trillium report for metrics and deliverables

Partnership Deliverables

Governance & sustainability Industry engagement Learning & accessibility Equine assets & economic impact Pan Am Strategy Partnerships & Strategic Alliances

Equine Assets & Economic Impact

Equine Assets

• Continued growth of database (40 King businesses in

2014)

• Upload businesses to HeadwatersHorseCountry.ca

annually

• Annual email to business to update information
• Annual audit of website links to confirm active

businesses Economic Impact

• 2014 Economic Impact Report
• Industry associations for primary research
• Inform the industry
• ADHOC committee when new data available

• ~$100,000,000 annual operating

spend

• ~$300,000,000 spent on property

improvements including barns and arenas and as investment in horses.

HELG 2014 Economic Impact Report

* 2011 Census of Agriculture (Statistics Canada, 2012) and the multiplier developed by Dr. Bob Wright. Research by Vel Evans of Strategic Equine, Presented in 2011

Horse Country key statistics:

• 23,000+ horses
• 9 major agriculture and show facilities
• 4 internationally recognized event facilities
• 78% of Ontario’s horse population within 2 hours
• 224 boarding or breeding farms
• 2,000+ horse farms
• 166 equine businesses
• 221 businesses support the equine sector
• 32 associations support various equine disciplines
• Headwaters region will be hosting the equestrian

events of the TO2015 Pan Am Games.

Horse Country By The Numbers

• HeadwatersHorseCountry.ca

makes information & resources accessible to the industry

• Coordination with OEF & other
• rganizations for educational

resources and references, including website links, articles, profiles and events.

• Education committee

representative on HELG

Learning & Accessibility

Industry Engagement - Electronic

HeadwatersHorseCountry.ca

• Industry news & feeds
• Business listings
• Event Listings

Monthly Newsletter

• ~1K recipients
• ~34% open rate (ind avg 21%)
• ~31% click-through rate

(ind avg 9.4%)

Social Media

• Launched in July 2014
• Facebook & Twitter
• 575+ followers and growing

Annual Stable Tour

Industry Engagement - Events

Evening of Celebration Industry Forum

Industry Engagement - Events

8th Annual Stable Tour

• Open circuit format during the

Pan Am Games (July 11, 12, 18, 19, 25 & 26) 13 Locations:

• Briarwood Farm*
• Gimcrack Equestrian Centre*
• WaterStone Estate & Farms*
• Winsong Farm*
• Grelo Farms
• Hidden Meadow Farm
• Hockley Hills School of Horsemanship
• OnIce Farm
• Professional Farrier Supply
• Rawhide Adventures
• Rustic Meadows
• Stable Relations
• Tottenham Equestrians Horse Show

* Located in King Township

Industry Engagement – The Arts

2014 Signature Art Contest

• 70+ entries (16 from King)
• Winners announced at Oct 2

Evening of Celebration

• Grand Prize: Amanda Melinz
• 2nd Prize: Anne Clifford*
• Emerging Artist: Laura

Tomona

• Rotating artwork exhibitions

throughout the summer * Located in King Township

Pan Am Strategy

Headwaters Parade of Horses

• 25+ fibreglass horse statues
• Brought to life by talented

artisans

• Jun 1-Aug 30 displayed in

prominent locations in Headwaters during the TO2015 Pan Am Games

– Minimum of 5 locations in King

• Program & trail promoted

through all channels

• Legacy: Statues available for

purchase

Statue painted live in King

• Pan Am Torch Relay

Community Celebration – June 25th

• King City Public School

students Supporters in King

• Priestly Demolition
• Foley Restoration
• Hidden Creek Farm
• King Parks, Rec & Culture
• Donation to King

Pan Am Strategy

Headwaters Parade of Horses

Hills of Headwaters Visitor Guide 2014/15

• Horse Country insert

– 8 pages of Horse Country articles, events & ads for local businesses – Reached 100,000 residents in Southern Ontario

2015/16

• To be released May 7th
• 14 pages for Horse country

– 10 Page Pan Am section – 4 page Horse Country section – ½ page add for Headwaters Horse Country – Enhanced ad for Headwaters Parade of Horses

• Distribution: 106,000

Industry Partnerships - Tourism

• Facilitating partnerships with Equine Canada and Ontario

Equestrian Federation for equine group

– Horse Experience 2015 (Equine Canada) leverages Pan Am opportunities & legacy

• Leveraging funding to support business and capacity in the

region and to expand scope of work

• Funding support from Central Counties and Ontario Trillium

Foundation

Partnerships & Strategic Alliances

Other Groups Leveraging Pan Am

Pan Am In the Park

Other Groups Leveraging Pan Am

Pan Am In the Park

Celebrate Headwaters Horse Country

• Mark your calendars

– Headwaters Parade of Horses behind the scenes tours

• Stay tuned to HeadwatersHorseCountry.ca

– May 7th - Visitor Guide distribution – Torch Relay

• June 11th Shelburne, Mono, Orangeville
• June 12th Caledon
• June 25th King

– June 1 – Aug 30 Headwaters Parade of Horses

• Trail route will be announced at HeadwatersHorseCountry.ca

– July 11, 12, 18, 19, 15 & 26 – HHC Stable Tour

• Stay informed

– Sign up for our newsletter – Follow us on Twitter & Facebook

• Show your Horse Country Pride

– Decorate storefront during the Games – Display your Horse Country window cling