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.
Evolution of HELG & Headwaters Horse Country • 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…….
Foundational work & OTF • Organizational structure & governance • Industry & regional engagement • Equine inventory & economic impact framework • Marketing, branding & communications • Ontario Trillium Foundation
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.
HELG’s Mission Position the Headwaters Region as a centre of equine excellence
Governance & Sustainability HELG Committee Structure INDUSTRY REPRESENTATIVES STANDING PARTNERS Ross Millar (Chair) President, Ross Millar Group Hills of Headwaters Michele Harris James Boyd Executive Director President & CEO, Brampton and Caledon Community Foundation Elaine Capes Dufferin.biz Owner, Little Creek Ranch Theresa Sauren Program Manager Susan Fripp Owner, Caledon Equestrian School Town of Caledon Linda Pabst Sandra Dolson Councillor, King Township Economic Development Officer Stephany St.Louis King Township Equine Business Management Consultant Jamie Smyth Gary van Bolderen Economic Development Officer Founder of Dutch Masters Construction Services
Governance & Sustainability Long-term Funding & Sustainability Government/ Granting Support Industry Administrative • • Municipal Support Trillium Grant Program Infrastructure • • Multi-year (3 Years, through Sponsorship Shared office space • • service 2015) Donations & Integrated administrative • agreements with CCT Partnership volunteers infrastructure • • municipalities Funding Service Comprehensive web • • Town of Mono Exploring additional agreements development on shared partnership for opportunities back end platform office space Accountability • Federal • Sound financial management practices – including annual audited government statements & Board Treasurer/Chartered Accountant support for • Annual strategic action plan with Board approved metrics renovations • Annual Trillium report for metrics and deliverables
Partnership Deliverables Equine assets & Industry Pan Am economic impact engagement Strategy Partnerships & Governance & Learning & Strategic sustainability accessibility 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
HELG 2014 Economic Impact Report • ~$100,000,000 annual operating spend • ~$300,000,000 spent on property improvements including barns and arenas and as investment in horses. * 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 By The Numbers 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.
Learning & Accessibility • HeadwatersHorseCountry.ca makes information & resources accessible to the industry • Coordination with OEF & other organizations for educational resources and references, including website links, articles, profiles and events. • Education committee representative on HELG
Industry Engagement - Electronic HeadwatersHorseCountry.ca Monthly Newsletter Social Media • • ~1K recipients Launched in July 2014 • Industry news & feeds • • ~34% open rate (ind avg 21%) Facebook & Twitter • Business listings • • ~31% click-through rate 575+ followers and growing • Event Listings (ind avg 9.4%)
Industry Engagement - Events Annual Stable Tour Evening of Celebration Industry Forum
Industry Engagement - Events 8 th Annual Stable Tour 13 Locations: • Briarwood Farm* • Open circuit format during the • Gimcrack Equestrian Centre* Pan Am Games (July 11, 12, 18, • WaterStone Estate & Farms* 19, 25 & 26) • 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 • 2 nd 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
Pan Am Strategy Headwaters Parade of Horses Statue painted live in King • Pan Am Torch Relay Community Celebration – June 25 th • King City Public School students Supporters in King • Priestly Demolition • Foley Restoration • Hidden Creek Farm • King Parks, Rec & Culture • Donation to King
Industry Partnerships - Tourism 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 7 th • 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
Partnerships & Strategic Alliances • 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
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 7 th - Visitor Guide distribution – Torch Relay • June 11 th Shelburne, Mono, Orangeville • June 12 th Caledon • June 25 th 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
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