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2021-04-27 Growth Committee Agenda Packet - Open SessionCity of Saint John Growth Committee - Open Session AGENDA Tuesday, April 27, 2021 12:00 pm Meeting Conducted by Electronic Participation 1. Call to Order Pages 1. 1. Approval of Minutes - April 13, 2021 1 - 4 1.2. Municipal ENCORE Program - Sidewalk Cafe Rebate Initiative 5-9 1.3. Municipal ENCORE Program - Saint John Tourism Incentive Program 10 - 17 1.4. Growth Committee in Review - Membees Comments 1.4.1. What accomplishments of Growth Committee are you most proud of? 1.4.2. Are there changes to committee meetings or structure that you would recommend the incoming council consider? 1.4.3. What should the next Growth Committee tackle in their first year around the committee table? Growth Committee Meeting Open Session April 13, 2021 MINUTES- OPEN SESSION GROWTH COMMITTEE MEETING APRIL 13, 2021 AT 11:30 A.M. MEETING CONDUCTED BY ELECTRONIC PARTICIPATION Present: Mayor D. Darling Deputy Mayor McAlary Councillor J. MacKenzie Councillor D. Hickey Councillor R. Strowbridge Absent: Councillor B. Armstrong Also Present: City Manager J. Collin Commissioner Growth and Community Services J. Hamilton Director Growth and Community Planning P. Ouellette Director Permitting and Development A. Poffenroth Growth Manager D. Dobbelsteyn General Manager Parking and Transit Commission M. Dionne Deputy Commissioner Administrative Services I. Fogan Communications Officer N. Moar Commissioner Transportation & Environment M. Hugenholtz Growth Coordinator G. Cutler Arts & Culture Coordinator K. Wilcott Population Growth Officer J. Waldschutz Administrative Officer R. Evans Administrative Assistant K. Tibbits 1. Meeting Called to Order Mayor Darling called the Growth Committee open session meeting to order. 1.1 Approval of Minutes — March 16, 2021 Moved by Deputy Mayor McAlary, seconded by Councillor Strowbridge: RESOLVED that the minutes of March 16, 2021 be approved. MOTION CARRIED. 1.2 Growing in Saint John Series — Heather Acker, ConnexionWorks (Ms. Heather Acker joined the meeting electronically) The Growing in Saint John series shares success stories in the City and provides an opportunity to profile local businesses, leaders, newcomers, investors, and entrepreneurs. Mr. Dobbelsteyn introduced Heather Acker, co-founder and facility director of ConnexionWorks, a business entrepreneurial workplace located in Saint John. As a business owner and change agent for the Growth Committee Meeting Open Session April 13, 2021 community, Ms. Acker supports entrepreneurs, develops educational programming and brings people and ideas together. Ms. Acker announced a partnership with Google Develop Group and the CAM Studio which is anticipated to be incredibly positive for both Saint John and New Brunswick. (Ms. Acker withdrew from the meeting) 1.3 Uptown Parking Mr. Hugenholtz discussed some of the challenges of parking in the uptown area, noting that parking is critical to support the growth priority and to support businesses and residents. There is a conflict in terms of the needs of businesses and needs of residents. Businesses want greater turnover and parking availability near their businesses whereas residents prefer overnight parking and parking during the day if off-street parking is not available. There is also a challenge between allowing on -street parking and the need to deliver public works such as snow plowing, snow removal and street sweeping. A parking analysis was conducted in 2017. The data collected indicated that there is spare capacity and ample parking availability in the uptown; during peak times, approximately 54% of on -street parking was used. It is anticipated that another parking analysis will be conducted in 2023 or 2024. In the meantime, staff will continue to monitor the supply and demand of parking. Moved by Deputy Mayor McAlary, seconded by Councillor Hickey: RESOLVED that the report entitled, "Uptown Parking" be received for information. �•>trr•�►ryevu�ia. 1.4 Succeed and Play — Next Steps Mr. Dobbelsteyn provided a process update on the Succeed and Stay project. This project is a partnership between all three levels of government; a three-year project with many subprojects. Mr. Dobbelsteyn discussed the research component and the immigration strategy for the region. Three consultant reports were completed and will be assembled into an executive summary. Many partners are involved including the Local Immigration Partnership which is made up of over 60 different member organizations and over 100 individuals. Mr. Dobbelsteyn reviewed the phases of the research project from the preliminary work and background research to public engagement and immigration strategy. Next steps include release of the documents, a public engagement period, draft immigration strategy and final launch strategy for the end of 2021. Moved by Deputy Mayor McAlary, seconded by Councillor MacKenzie: RESOLVED that the submitted presentation "Succeed and Play — Next Steps" be received for information. MOTION CARRIED. 1.5 Consultant Feedback on Growine Saint John Mr. Ouellette stated that at the direction of the Strategic Plan Steering Committee the City commissioned four consultants to provide an analysis on what the City needs to do to grow. The reports suggest that the City is trending in the right direction in terms of establishing a vision and establishing clear outcomes through projects such as the Roadmap to Smart Growth and Population Growth Framework. Although there is no single path to spur growth and economic activity, key themes were identified: Growth Committee Meeting Open Session April 13, 2021 • Choose what you want to be exceptional at. This may mean that you will be mediocre in other areas. Saint John has not yet adopted this successfully in its pursuit of growth. • Quality of life. Establishing a quality of life that differentiates itself from other communities to provide a competitive edge in attracting and retaining talent and jobs. • Responding to stigma. This includes how others perceive Saint John and ways to improve that image and celebrate successes. • Strategic partnerships. This includes economic development agencies and key strategic growth partners such as the post -secondary sector and the Port. Waterfront 2040 aims to establish new strategic direction with the Port. Mr. Collin stated that the completion of the strategic plan, anticipated for the end of 2021, will drive a review of all other plans to ensure alignment with the strategic plan. Moved by Councillor MacKenzie, seconded by Councillor Hickey: RESOLVED that the Growth Committee directs the City Manager to consider the findings of the four consultant reports in the ongoing work of the City's strategic planning exercise where appropriate, Envision Saint John's strategic planning exercise and the upcoming orientation programming with the incoming Council 2021-2025. MOTION CARRIED. 1.6 Municipal ENCORE Program — Open Streets Update Mr. Dobbelsteyn provided an update on the open streets program. The City will not be hosting city -initiated open streets in 2021. The mandatory order issued by the province does not permit gatherings of more than 50 people. Some businesses indicated that larger groups were necessary to justify costs. The City is opening applications to third parties to host small events in open streets, provided that all requirements of the mandatory order are met, and all necessary permits are in place. The process has been streamlined for consideration of these applications. The ENCORE team is looking at a suite of options that could be rolled out quickly if restrictions are loosened under the mandatory order. Moved by Councillor MacKenzie, seconded by Deputy Mayor McAlary: RESOLVED that the Municipal ENCORE Program — Open Streets Update, be received for information. MOTION CARRIED 1.7 Municipal ENCORE Program —Spotlight Arts Creative Communitv Economv Initiative Mr. Dobbelsteyn commented on some of the city -initiated investments over the last year from the economic community recovery program due to COVID-19 such as open streets, pop-up events, and artistic picnic tables. This year the City would like to leverage third parties to deliver initiatives rather than providing direct financial support and assist by offering some creative ideas in which funding and additional partnerships could be leveraged. Ms. Wilcott, Arts and Cultural Coordinator, reviewed the submitted presentation with respect to the "Spotlight Program." The goal of the program is to bring community groups, residents and businesses together to celebrate neighbourhoods and stimulate the local economy. This is a community driven initiative for recovery, while insuring COVID protocols are in place throughout the project. The arts and culture proposal hopes to stimulate the arts and culture sector and also provide traffic to local businesses. Moved by Councillor MacKenzie, seconded by Councillor Hickey: RESOLVED that: Growth Committee Meeting Open Session April 13, 2021 WHEREAS Common Council has implemented a Municipal Economic and Community Recovery (ENCORE) program to enable and accelerate local economic and community activity in response to the current public health pandemic: NOW THEREFORE BE IT RESOLVED that Common Council direct the City Manager to implement and promote a pilot of the Spotlight Program, a development strategy mobilizing the skills and creativity of local artists to drive recovery of community and businesses within the City of Saint John. FURTHER BE IT RESOLVED that Common Council direct up to $21,600 to InterAction School of Performing Arts to be designated for the Spotlight Program from the funds already allocated to the Municipal Economic and Community Recovery Program from the Growth Reserve. MOTION CARRIED. 1.8 Development Activity Update (Verbal) Ms. Poffenroth provided the development activity update noting that several large development files including the SJ Non -Profit Housing project on Wellington Row, a 28-unit building at 365 Main Street, the Canterbury project, the Telegraph project, a 29-unit on Lower Cove Loop, and a large project on Wentworth Street are ongoing. There is a lot of construction activity in the uptown and throughout the City. Staff continues to work with developers to minimize disruption to the public caused by such things as lane closures and noise issues. 51 building permits were issued in March for a total value of almost $4M. To date, 233 permits were issued with a value of almost $10M. Turnaround times for permits are slower than normal and staff is actively working to improve those times. Applicants will be advised at the time of the application of the estimated turnaround time. Moved by Councillor MacKenzie, seconded by Councillor Strowbridge: RESOLVED that the Development Activity Update be received for information. MOTION CARRIED. 1.9 Growth Committee in Review — Member's Comments Moved by Deputy Mayor McAlary, seconded by Councillor MacKenzie: RESOLVED that a separate meeting of the Growth Committee be convened for discussion of "Growth Committee in Review — Member's Comments." MOTION CARRIED. Adjournment Moved by Deputy Mayor McAlary, seconded by Councillor Hickey: RESOLVED that the open session meeting of the Growth Committee be adjourned. MOTION CARRIED. The open session meeting of the Growth Committee held on April 13, 2021 was adjourned at 1:45 p.m. (P,"Ah �� 1 f` J'f i 1 GROWTH COMMITTEE REPORT Report Date April 21, 2021 Meeting Date April 27, 2021 Service Area Growth and Community Services His Worship Mayor Don Darling and Members of the Growth Committee SUBJECT. Municipal ENCORE Program: Sidewalk Cafe Rebate Initiative OPEN OR CLOSED SESSION This matter is to be discussed in Growth Committee Open Session. AUTHORIZATION Primary Author Commissioner/Dept. Head City Manager David Dobbelsteyn Jacqueline Hamilton John Collin RECOMMENDATION Growth Committee Recommends to Common Council: Whereas Common Council has implemented a Municipal Economic and Community Recovery program in order to enable and accelerate local economic and community activity in response to the current public health pandemic, Now Therefore Be It Resolved that the Common Council enact and direct the City Manager to implement the 2021 Sidewalk Cafe Rebate Initiative. Further Be It Resolved that the City direct up to $20,000 to rebate sidewalk cafe permit fees and fees for parking spaces through this initiative from the growth reserve funds already allocated to the Municipal Economic and Community Recovery Program; And Further Be It Resolved that any funds directed to this initiative that remain unused by Dec 31, 2021 be reallocated to the Municipal Economic and Community Recovery Program. ►�:Ix��i�DJ�1��Ia7 Due to COVID-19, the hospitality sector across Canada in struggling. Council is updating the sidewalk by-law to implement a new fee structure in line with the City's sustainability initiatives. However, several businesses in Saint John, including Uptown Saint John have requested the City waive fees for the sidewalk cafe program in 2021 to support our beleaguered hospitality sector. 61 -2- Staff recommend that Council implement the 2021 Sidewalk Cafe Rebate Initiative which will effectively waive 100% of sidewalk cafe permit fees and fees for parking spaces where larger patios are constructed. The initiative is applicable to areas covered by the current sidewalk cafe program which includes sidewalks and parking spaces within the Uptown Business Improvement Area (BIA) and not applicable to cafes or patios on private property that are covered under separate licensing agreements. This initiative is in alignment with other Cities in Atlantic Canada that have also waived patio permit fees in 2021 including Fredericton, Moncton, and Halifax. There is minimal administrative burden to staff to implement the program and the policy is designed to meet the requirements of our Sidewalk By -Law while allowing the City to effectively waive fees. Staff will publicize this program to typical applicants for sidewalk cafe permits and will work with our Growth partners to spread awareness of this initiative to other potential applicants. Staff recommend the use of the Municipal ENCORE program to offset the cost of this initiative as it is a temporary COVID recovery program. 1:74r1I0h1LVIMT81119"181A N/A STRATEGIC ALIGNMENT Growth and Prosperity "Saint John is recognized by residents and businesses as a positive and supportive city. We grow in a smart way and attract talent, innovation and opportunities so all people can thrive." This initiative aligns with the Council approved Municipal Economic and Community Recovery [ENCORE] Program. SERVICEAND FINANCIAL OUTCOMES Council approved up to $546,267.20 to be used for the Municipal ENCORE Program from Growth Reserve of which there remains approximately $411,267.20 available in the Municipal ENCORE Program fund for this and future recovery initiatives. C.1 -3- Based on previous years' cafe permit applications, staff believe the cost to provide permit rebates will be between $5,000 and $10,000 in 2021. The Saint John Parking Commission estimates the revenue loss to the City for waiving the cost of parking spaces used for sidewalk cafes is approximately $3,000 to $5,000 in 2021 Due to the uncertainly in the true cost of the program, as it depends on the number of applicants, staff recommend that Council allocate up to $20,000 in funding from the Municipal ENCORE funds from Growth Reserve to support this initiative, and that any funds not used in 2021 be automatically released to the Municipal ENCORE program fund for future use. Council Approved Municipal ENCORE Program Objectives A. All investments must be evaluated through the Recovery Program Evaluation Criteria; B. Align with the City's Economic and Community Recovery efforts; C. Receive policy -level approval from Growth Committee and Common Council for distribution; D. Support the City's efforts to enable employment, population, tourism, and tax base growth; E. Support programming in the commercial and cultural districts most impacted by COVID-19; F. Support recovery funding programming from today until 2021, while adhering to varying degrees of social distancing; G. Attempt to leverage additional funding, partnership and innovative programming from the community, private sector, and federal/provincial through the municipal investment; H. Focus on municipal programming, assets, facilities, and investments; I. Focus on areas of municipal authority. r51 -4- Council Approved Municipal ENCORE Program Criteria 1. Support increase volume of potential customers/clients in commercial district (hotels, restaurants, retail, non -profits, arts and culture organizations, etc.); 2. Support the largest quantity of impacted organizations/businesses and uphold fairness in program delivery; 3. Internal capacity to support and execute initiative; 4. Ability to easily pilot option to assess expandability or discontinuation; 5. Affordable to implement from a goods and services perspective; 6. Option must ensure the safety of users; 7. Relative feasibility of implementation (authority, public engagement, procurement, planning, staff time, approvals); 8. Initiative must be temporary and cannot result in recurring expenses for the City of Saint John. INPUT FROM OTHER SERVICE AREAS AND STAKEHOLDERS This report has been drafted in consultation with Growth and Community Services, Strategic Services, the City Manager's Office, the General Counsel's Office, and the Saint John Parking Commission. Staff also consulted with Uptown Saint John on the parameters of the initiative. ATTACHMENTS 2021 Sidewalk Cafe Initiative E:3 SAINT JO)HN Municipal Economic and Community Recovery [ENCORE] Program. 2021 Sidewalk Cafe Rebate Initiative 1) The City of Saint John implemented the Municipal Economic and Community Recovery [ENCORE] Program in May 2020 to support recovery from COVID-19 in Saint John. 2) In order to support Economic and Community Recovery in the City of Saint John as a result of Covid-19, Common Council wishes to implement a Sidewalk Cafe rebate initiative to support local businesses. 3) The words defined in section 2 of the Use of Sidewalks By-law, By-law Number LG-13, when used in this document, shall have the same meaning as the said By-law. 4) This rebate initiative is only applicable for sidewalk cafes that are eligible to receive a sidewalk cafe permit. 5) This initiative will be in effect for the year 2021 only. 6) The City of Saint John will rebate 100% of sidewalk cafe permit fees paid to the City by an applicant. 7) This rebate will be applied at the time the applicant pays their security deposit for their sidewalk cafe permit, or it will be reimbursed directly to the applicant if they have paid fees in 2021 before the adoption of this initiative. 8) The City of Saint John will waive 100% of fees paid by an applicant for the use of one or more parking spaces for their sidewalk cafe. 9) Approval for the number of parking spaces an applicant requires for their permit is at the discretion of the commissioner. 10) The City of Saint John will cover the cost of rebates and any eligible parking spaces though the Municipal Economic and Community Recovery Fund. Municipal ENCORE Program 2021 Sidewalk Cafe Rebate Initiative (P,"Ah �� 1 f` j1,-11 GROWTH COMMITTEE REPORT Report Date April 23, 2021 Meeting Date April 27, 2021 Service Area Growth and Community Services His Worship Mayor Don Darling and Members of the Growth Committee SUBJECT. Municipal ENCORE Program: Tourism Incentive Proposal OPEN OR CLOSED SESSION This matter is to be discussed in Growth Committee Open Session. AUTHORIZATION Primary Author Commissioner/Dept. Head City Manager David Dobbelsteyn Jacqueline Hamilton John Collin RECOMMENDATION Growth Committee Recommends to Common Council: Whereas Common Council has implemented a Municipal Economic and Community Recovery program in order to enable and accelerate local economic and community activity in response to the current public health pandemic, Now Therefore Be It Resolved that Common Council supports the tourism incentive proposal from the Saint John Hotel Association and Envision Saint John with a grant of $20,000 and directs the City Manager to prepare a memorandum of understanding which outlines the terms, conditions, and expected outcomes of the funding. Further Be It Resolved that Common Council direct up to $20,000 for this partnership from funds expected to be returned to the City as part of the wind - down of Discover Saint John, or from the Growth Reserve Fund that is allocated for the Municipal Economic and Community Recovery program. EXECUTIVE SUMMARY Staff approached the Saint John Hotel Association (SJHA) in the Fall of 2020 about the possibility of the City partnering with them to support an increase in tourists and visitors through the winter and Spring of 2021 as a result of COVID-19. Staff asked the SJHA to submit a proposal through the Municipal Economic and Community Recovery Program for Growth Committee's consideration. iK -2- The SJHA is proposing to offer an incentive program of Uptown Dollars to encourage visitors to book local hotels for two -night stays and then spend money in our local economy in shops, restaurants, galleries, etc. Growth Committee discussed an earlier proposal in January of this year with direction to the City Manager to renegotiate the terms of the proposal with the proponents. This revised proposal requests the City's commitment of $20,000 which would leverage a matching $20,000 investment from the Hotel Association and $20,000 from Envision Saint John each. The total cost of the pilot incentive program will be $60,000 with approximately 35% of the cost to be spent on marketing the incentive to potential visitors in the Atlantic Region, and 65% to be spent on the incentive. The changes to the mandatory order, as well as the standing up of the organization of Envision Saint John necessitated additional flexibility in the proposal. Staff have come to terms with the SJHA and Envision Saint John on an approach that still meets the original vision and direction of Growth Committee and abides by the terms and conditions of the ENCORE program. The proposal from the SJHA dated April 23rd, and accompanying endorsement from Envision Saint John dated April 14th reflect the approach going forward, and staff endorse this proposal for Growth Committee's consideration. The SJHA has agreed to handle the administration and logistics of the pilot program, including purchasing and distributing Uptown Dollar Gift Cards to eligible accommodations for qualifying quests as well as purchasing gift cards. Envision Saint John has agreed to coordinate the marketing of this initiative and will be rolling out the campaign as long as the incentive is available. They have also offered to purchase gift cards if the demand is there. While the marketing will encourage weekend stays from other parts of New Brunswick where travel is permitted, it will be geared towards aligning with the reopening of the Atlantic Bubble. Staff believe that this partnership represents a good opportunity to attract new visitors to Saint John and support our beleaguered tourism and hospitality sectors. It is also clearly able to leverage investment and participation from other partners that will provide solid economic impact to our local economy. 11 -3- PREVIOUS RESOLUTION N/A STRATEGIC ALIGNMENT Growth and Prosperity "Saint John is recognized by residents and businesses as a positive and supportive city. We grow in a smart way and attract talent, innovation and opportunities so all people can thrive." This initiative aligns with the Council approved Municipal Economic and Community Recovery [ENCORE] Program. SERVICE AND FINANCIAL OUTCOMES Council approved up to $546,267.20 to be used for the Municipal ENCORE Program from Growth Reserve of which there remains approximately $411,267.20 available in the Municipal ENCORE Program fund for this and future recovery initiatives. It is expected that this program will generate well upwards of $250,000 in local economic impact: Approximately $100,000 or more in hotel revenues from 800-1000 night - stays An additional $3,450 in Accommodation Levy contributions Greater than $150,000 in visitor spending. The proposal is requesting a $20,000 grant from the City. The SJHA is committing $20,000 in funding and in -kind support. Envision Saint John is committing $20,00 in funding and in -kind support. Staff will draft a simple Memorandum of Understanding that will outline the agreed upon roles and responsibilities of the partners, and that is typical of other grants the City distributes. The City will require a simple report at the duration of the program outlying the program results and outcomes. This initiative is not expected to be a time intensive project for City Staff, as the majority of the work will be coordinated by our program partners. 12 -4- The SJHA proposal is one of several ENCORE initiatives that staff will be introducing to Growth Committee and Council this Spring and Summer. As part of the wind -down of Discover Saint John, any remaining funds that return to the City after its dissolution will be placed in a reserve fund designated for Tourism. Staff are recommending that Council allocate $20,000 from these funds to pay for this program. In the event that additional funds are needed, staff are recommending that any remaining funds would be taken from the Municipal Economic and Community Recovery Program which has over $400,000 remaining for projects. Council Approved Municipal ENCORE Program Objectives A. All investments must be evaluated through the Recovery Program Evaluation Criteria; B. Align with the City's Economic and Community Recovery efforts; C. Receive policy -level approval from Growth Committee and Common Council for distribution; D. Support the City's efforts to enable employment, population, tourism, and tax base growth; E. Support programming in the commercial and cultural districts most impacted by COVID-19; F. Support recovery funding programming from today until 2021, while adhering to varying degrees of social distancing; G. Attempt to leverage additional funding, partnership and innovative programming from the community, private sector, and federal/provincial through the municipal investment; H. Focus on municipal programming, assets, facilities, and investments; I. Focus on areas of municipal authority. 13 -5- Council Approved Municipal ENCORE Program Criteria 1. Support increase volume of potential customers/clients in commercial district (hotels, restaurants, retail, non -profits, arts and culture organizations, etc.); 2. Support the largest quantity of impacted organizations/businesses and uphold fairness in program delivery; 3. Internal capacity to support and execute initiative; 4. Ability to easily pilot option to assess expandability or discontinuation; 5. Affordable to implement from a goods and services perspective; 6. Option must ensure the safety of users; 7. Relative feasibility of implementation (authority, public engagement, procurement, planning, staff time, approvals); 8. Initiative must be temporary and cannot result in recurring expenses for the City of Saint John. INPUT FROM OTHER SERVICE AREAS AND STAKEHOLDERS This report has been drafted in consultation with Growth and Community Services, Strategic Services, and the City Manager's Office Staff have been actively consulting with Envision Saint John and the Saint John Hotel Association on the parameters of this program. ATTACHMENTS • SJHA Letter to City Council — April 23rd, 2021 Envision Saint John - Letter of endorsement of strategic partnership — April 14, 2021 14 t I q , A SAINT )OHN HOTEL ASSOCIATION PO Box 68% Saint Jahn, NB EZL 4S3 April 23rd, 2021 Common Council City of Saint John The Saint John Hotel Association requests a $20,000 grant from the City of Saint John's Growth Reserve. This grant will be used as part of a larger marketing campaign to attract overnight visitation, specifically for hotel stays, in coordination with the opening of the Atlantic Bubble. When guests stay in hotels, they also spend on other local businesses including restaurants, bars, retail and galleries. As you are no doubt aware, Saint John Hotel Association members, like many hospitality industry businesses, are experiencing an unprecedented downturn due to COVID-19. Revenues at hotels in New Brunswick were down dramatically in 2020 over 2019 (down 65% year over year). The reduced Municipal Accommodation Tax ("MAT") contributions demonstrate that the revenue for Saint John hotels were down at least that much (and likely more). As we start 2021, hotels are at their lowest occupancy rates historically. Additionally, 95% of Meetings and Conventions were cancelled for 2020 and into Q1/Q2 2021. With the Air Canada service cancellations that started on January 11th, potential business travel possibilities are significantly limited. In summary, Saint John hotels need the support of the City to turn this around. Our proposal is that the $20,000 grant will be used to purchase Uptown Dollars (from Uptown Saint John) to incentivize potential guests to book a 2-night hotel package in Saint John. The hotel package would include $50 in Uptown Dollars, with an included list of local shops, restaurants and businesses that accept Uptown Dollars. Each hotel will create and market their own attractive package and, to measure the return on investment, track the distribution of these Uptown Dollars. As part of this initiative, the SJHA will provide an in -kind contribution to oversee distribution, logistics, marketing and promotion. Envision SJ will invest $20,000 towards this marketing campaign, which will be targeted to drive overnight stays in the Saint John area. Envision Saint John will be responsible for the creation and roll -out of this marketing campaign. The SJHA will also invest $20,000 towards purchasing additional gift cards to lengthen this campaign and maximize its marketing efforts. The only request of the City is to provide the $20,000 grant. We believe this will be a great complement to the NB Travel Incentive program extension (soon to be announced) to drive visitors to Saint John from within NB and from the Atlantic Bubble. By making it part of a 2-night package, it is expected the promotion will extend visitors' time in Saint John and increase the spending at other local businesses. Your investment will target the following results: • An additional 800 —1,000 room nights • Approximately $100,000 in hotel revenues • An additional $3,450 in MAT contributions • An additional $150,000 to the local economy with visitor spend in restaurants, retail etc. 6(rovj otwo �1� �rnlk totWiSwt In summary, it is expected that your investment of $20,000 will generate over $250,000 in revenue in our local economy. We hope that you will see this grant request as a solid investment in Saint John's COVID-19 recovery. Sincerely, Jasmine Mosher, Saint John Hotel Association � C1 MKa Dikr EN ISION Saint John April 14, 2021 Growth Committee City of Saint John Envision Saint John: The Regional Growth Agency's mandate is to grow the region with Visitor Attraction being a key strategic focus. The proposed partnership between the City of Saint John, the Saint John Hotel Association and Envision Saint John will support an industry that has been the hardest hit by the COVID-19 pandemic and will be one of the last to recover. Research has shown that consumers are looking for leisure travel experiences and packages and incentives will be key in their decision -making in 2021. Not only will the proposed $50 Uptown Dollars incentive campaign drive room nights for hotels, but it will also generate increased economic activity in uptown Saint John through additional spending at retailers, restaurants, and bars to name a few. We also expect the economic impact to be felt beyond the uptown as people explore our trails, coastlines, beaches, and parks. Envision Saint John is in full support of this strategic partnership to drive visitation and will lead the development and execution of the advertising campaign, promoting the incentive to the Atlantic Bubble. Our joint investments will allow us to promote another compelling reason to visit Saint John and experience everything our destination has to offer. It is imperative that we support our local tourism industry as 2021 will be another year of survival. Sincerely, A�--AJC,D Paulette Hicks CEO, Envision Saint John: The Regional Growth Agency hello@envisionsaintjohn.com I envisionsaintjohn.com 17