Waterfront Regeneration Trust
2003-2006 Business Plan

Goal

Complete, help restore, and market the Lake Ontario Waterfront Trail and Greenway

Operating Principles

• Promote the regeneration of the Lake Ontario waterfront, primarily through the Waterfront Trail program
  
• Develop partnerships to achieve our goals; especially with waterfront municipalities and conservation authorities
  
• Develop programs that reflect needs and funding
  
• Be self-sustaining
  
• Minimize our overhead costs by using existing resources

3-Step Action Plan

Step 1: Complete and Enhance the Lake Ontario Waterfront Trail and Greenway

1. Coordinate the approved, $32M SuperBuild and Canada-Ontario Infrastructure Program for the Lake Ontario Waterfront Investment Program.

   Under this program, the provincial and federal governments contribute $9.2 million; and local municipalities, conservation authorities and community groups contribute $23 million; to help fund 51 projects to enhance and expand the lake Ontario Waterfront Trail. The projects will build:

   • 125 km of trail and trail connections
   • 6 major waterfront promenades
   • 2 bridges
   • improvements to 20 waterfront parks
   • 5 new cultural heritage facilities
   • interpretation of over 20 waterfront habitats
   • 4 major brownfield rehabilitation projects
   • 6 significant waterfront habitat restoration projects
   • 3 harbour/marina revitalization projects
     
     

2. Extend the Trail 312 kms east, from Quinte West (formerly Trenton) to Brockville

   With tremendous local support, much of the extension's route alignment is in place. By summer, 2004, Loyalist and Greater Napanee will sign over 40 kms of trail along the Loyalist Parkway Route. Assisted by the Trust, Kingston has developed a waterfront action plan that will add 46 kms to the Trail. The connection from Gananoque to Brockville will be largely completed by using the Thousand Island Parkway (60 kms of off-road trail).

Step 2: Market the Waterfront Trail

If uniquely packaged and actively promoted, The Lake Ontario Waterfront Trail will have excellent potential to contribute to local economies. The Waterfront Regeneration Trust will market and promote the Trail through our:

Ongoing coordination of trail-wide marketing efforts that complement local initiatives:
Partly funded by local partners, marketing efforts will reinforce the Trail's message of wellness, recreation, culture, local pride and lifestyle. (For example, the World Cycling Championships in Hamilton, summer 2004.) Marketing efforts will build on how the Trail reflects these emerging tourism trends:

• 76.2% of Ontario's overnight outdoor visitors actively participated in outdoors and sports activities, making their pastimes the most popular amongst tourists (Ministry of Tourism, Culture and Recreation)
  
• 85% of cyclists would consider spending part or all of their vacation on the Trail (2002 WRT User Survey)
  
• 88% of cyclists said physical fitness or appreciating nature/the waterfront was the most important reason for using the Trail (2002 WRT User Survey)
  
• 28% of the Trail's users are families with children under age 21 living at home(2002 WRT User Survey)
  
• 80% of all leisure travel spending in Canada is spent by people 50+ (National Post)
  
• People 50+ spend 74% more on a vacation than people 18-49; spend 40% longer on vacation; and are more likely to book trips on the web(National Post)
  
• Tourism is growing at 4% per year. Nature (eco/agri) tourism is increasing between 10-30% per annum(World Resource Institute)
  
• Recreational cyclists are primarily professionals age 30 to 55, with annual incomes of over $60,000 (Bike ON Tours)

Updating the Trust web site and the mapping for the Waterfront Trail:
People interested in the Trail need the most up-to-date information to plan their visit…or to get involved. We'll be updating the material to include the latest on the expansion, more maps, distances, access points, attractions, accommodations and information on vendors with tour packages.

Step 3: Encourage Ongoing Regeneration of the Waterfront

In 1999, the waterfront communities renewed the Trust's mandate to regenerate the waterfront through articulating its vision, developing new approaches, and forging partnerships. This will include:

Coordinating and supporting a strong network of waterfront communities.
The Trust's waterfront network -- over 45 communities, conservation authorities, regions and community groups -- has become an effective way for professionals to share information and experiences and to coordinate activities.

Developing a constituency of informed trail users who will advocate for regeneration.

Speaking out for waterfront regeneration
By supporting community plans for regeneration within the provincial/municipal land use planning process. Examples of our work in this regard include:

• Grimsby: Reflecting public concern over plans to privatize an historic waterfront park, the Trust made deputations and written submissions calling for the rejection of the plan.
  
• Toronto: The Trust reviews all public material published on the proposed City of Toronto Waterfront Plan, and posts our reviews on our web site.
  
• Toronto: The Trust will work with community partners to profile and implement the $1.5 billion earmarked for Toronto's waterfront by the Federal, Provincial and City governments.
  
• Etobicoke and Scarborough: There are projects critical to providing waterfront access, which could be implemented.
  
• Ajax: The Trust is currently working with Ajax's Waterfront Advisory Sub-committee to develop a consultation guide and design and public process.