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Strategic Plan

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FOCUS 2020
Orangeville BIA Strategic Plan
Introduction
Guided by our vision and grounded in our core values,
the Orangeville BIA’s commitment is to serve, lead and
together build a prosperous downtown. Over the past
year, we have worked as a team of committed Orangeville
BIA leaders to craft this plan. It is based upon our strong
foundation and success, and looks forward with optimism
to building on our already strong assets for a future-ready
downtown that serves our community and surrounding
communities.
Focus 2020, our new plan, is focused on collaboration
and working together. United we stand. When we have
strong merchants thriving in a deeply connected, aligned
community we can and will achieve our vision
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The OBIA Strategic Planning Process

Prior to beginning the strategic planning process the Board committed to educating
themselves on the fundamentals of Strategic Planning and investing in tools to ensure
successful implementation of the Plan.
In summary, strategic planning is the process of defining your strategy or direction, and
making decisions on allocating your resources (i.e. time/effort, money, people) to pursue
this strategy.

What Matters Now
Trends that are influencing downtowns and specifically Downtown Orangeville were
identified:
The Experience Economy
Authors Pine and Gilmour in their book The Experience Economy state
“Businesses must orchestrate memorable events for their customers,
and that memory itself becomes the product — the experience… More
advanced experience businesses can begin charging for the value of
the “transformation” that an experience offers”. Steeped in history with
a picture perfect backdrop (validated through winning Canada’s Great Street award)
Downtown Orangeville can and should build on this unique competitive advantage to
craft a memorable visitor experience.
Slow Movement
Carlo Petrini began the slow food movement that has gone a step further to include
valuing local, sustainable products and services. According to Carlo Petrini, the slow
movement’s “Goals of sustainable foods and promotion of local small
businesses are paralleled by a political agenda directed against
globalization of agricultural products”. Downtown Orangeville provides
the best of both worlds – small town charm and big town amenities – in addition
to close proximity to the GTA. Whether it’s locals, international travellers or urban
dwellers, Downtown Orangeville provides an opportunity to take it slow for the day
(daycation) or longer with a short stay visit (staycation).

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What Matters Now
Social Connection
The 50’s and 60’s automobile, suburb-dominated society is losing
traction to urban walkability. Research shows 75% of adults
18-32 want to live in a walkable community. In addition, aging
boomers are looking for a lifestyle change and downtown meets
their needs. Easier access to amenities and an environment that
facilitates social connections is a significant attractor. According
to Harvard Medical School:

“Not only do social connections give us
pleasure, they also influence our longterm
health in ways every bit as powerful
as adequate sleep, a good diet, and not
smoking.”

Downtown Orangeville has an opportunity to play a bigger role
connecting members that in turn can connect customers.

The Downtown We Want
We have a vibrant, healthy, historic downtown. We are fortunate in
that we have great bones to build on.
When people reflect on Downtown Orangeville we want them to
think of:
FRIENDLY FACES
An inviting community bursting with energy where everyone says
“hi” and comes together.
CHARMING PLACES
Canada’s (award winning) great street is filled with people milling
about, visiting merchants and dining while enjoying wide pedestrian
friendly or pedestrian only streets.
CONNECTED SPACES
With natural beauty, small town charm and big town amenities, it is
all here and the ideal place to go for both residents and visitors for
a daycation (one day experience) or staycation (short stay tourist
experience)

The BIA We Want
To build the downtown we want, we need a strong and vital BIA. With scarce
resources, we need to make wise decisions that will benefit the Downtown today
and tomorrow.
To achieve this we commit to:
BUILDING ON OUR STRENGTHS – We have an award winning Downtown that
needs to be branded and marketed to the right people (target markets).
IMPROVING OUR CAPACITY AND CAPABILITIES – Invest in our employees,
volunteers and expertise to build the structure and systems required to take our
BIA to the next level.
EMPOWERING OUR MEMBERS – To help our members grow by focusing our
efforts to bring more customers in more often.
WORKING SMARTER NOT HARDER – To build and maintain strong relationships
with partners and stakeholders to build synergy and momentum that achieves
greater results.
BEING FUTURE READY – To understand changes and trends to actively shape our
downtown to continue to attract residents, businesses and visitors.

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