A presentation to the Economic Developers Association of Canada 2019 Annual Conference. Data mining and meticulous review isn’t for everyone, but when the right person is on the job and the data is brought to the surface, this careful research provides an invaluable opportunity. With the right collection of data, a creative and customized strategy can be built. Building strategy based on data is greater than building strategy based on assumption. The Town of Saugeen Shores, a community with a population of 14,000, on the shore of Lake Huron in Ontario, the Economic Development Strategic Plan provides recommendations and actions toward short and long term goals. Saugeen Shores is implementing a plan based on data and are seeing results.

1. Jessica Linthorne, Ec.D. – Manager, Strategic Initiatives, Town of Saugeen Shores
Aileen Murray, Ec.D. (F) – President, Mellor Murray Consulting
David Campbell – President, Jupia Consultants Inc.
Strategy ActionData

2. Introductions
Ron Gaudet, Bespoke Consulting, Kevin Curtis, Curtis Planning

3. About the community
• Fastest growing community in the region, ranked as one of the best
places to live in Canada
• A hub for innovation, and a centre of excellence for the nuclear
industry
• Increasing construction value each year, YTD $96 million
• Population 13,715
• Largest infrastructure project in Canada ($13 billion), happening only
25km south of Saugeen Shores – Bruce Power, Major Component
Replacement

4. Data

5. Demographic Profile
Population growth 2011 -2016 (%)
Source: Statistics Canada 2016 Census. Image Noun Project
5
8.3%
5.0%
4.6%
-1.6%
-3.2%
2.4%
3.9%
Saugeen Shores
Canada
Ontario
Owen Sound
Timmins
Portage la Prairie
Estevan

6. Demographic Profile
Five-year Intraprovincial Migration Rate (2016)*
*Percentage of the 2016 population 5+ that lived in a different area of the province in 2011.
Source: Statistics Canada 2016 Census.
6
17.3%
11.0% 10.6%
Saugeen Shores Ontario Canada

7. Education Profile 7
Source: 2016 Census.
Image: Noun Project Schmidt Sergey
7% 10% 11%
72%
65% 65%
24%
32% 29%
Saugeen Shores Ontario Canada
Haven't completed high school With post-secondary education
University (bachelor and above)

8. Saugeen Shores Employment by Industry
• Labour force heavily skewed towards utilities
• (LQ 36) 36 times as many people working in that
sector compared to Canada (adjusted for population size)
• Other high LQ sectors are tourism-related:
• Arts, entertainment & recreation and
accommodation & food services
8
Image: Noun Project Wilson Joseph, Juraj Sedlák,

9. Saugeen Shores Employment by Industry
9
Relatively high concentrations in:
Tourism
Retail
Personal services
Image: Noun Project Wilson Joseph, Juraj Sedlák, Praveen patchu, Andy Selimov

10. Commuting Pattern
% workers who live and work in same municipality
Source: Statistics Canada 2016 Census. For those who commute to work.
Image: Noun Project Mello
10
47%
76%
76%
79%
95%
Saugeen Shores
Portage la Prairie
Owen Sound
Estevan
Timmins

11. Saugeen Shores Income Profile
• Median household income nearly $88,000/year
• 18 % higher than the average (Ontario)
• 72 % higher than Owen Sound
• 44% of households income at least $100,000/year
• 12% report income over $200,000/year
• 3% in Owen Sound
• 6% in Timmins
• 8% across Ontario
11
Image: Noun Project Maxim Kulkov, il Capitano

12. Income Profile
• 14 % of employment income earners with
self-employment income (slightly below the Ontario and Canada)
• Lower share below the poverty line/low income (9.3%)
Compared to Ontario & Canada & 3 of 4 benchmark communities
12
Image: Noun Project Creative Stall, Combine Design

13. Cost of Living
% households spending >30% of total income on shelter
Source: Statistics Canada National Household Survey (2016) Image Noun Project Arthur Shlain.
13
11.2%
19.8%
16.6%
43.5%
45.7%
40.0%
Saugeen Shores Ontario Canada
Owner households Renters
Renters: Affordable housing is a challenge. Nearly 44% of renters spend more
than 30% of total income on shelter.

14. Strategy

15. Four Phase Work Plan
Strategy Development
EDAC Workshop Draft Strategic Plan
Review/Refine
Strategic Plan
Council Presentation
Stakeholder Consultation
Interviews Findings & Issues Report
Benchmarking Review
Comparable Community Review
Research/Analysis
Document Review Economic Analysis Planning Review Initial Findings
15

16. People think focus means saying
yes to the thing you've got to
focus on. But that's not what it
means at all. It means saying no
to the hundred other good ideas
that there are. You have to pick
carefully.
Steve Jobs

17. Strategic Priorities
17
• Attracting high quality firms to Saugeen ShoresInvestment
• Encouraging start-ups and small businessEntrepreneurship
• Ensuring Saugeen Shores has the right people with the
right skills across the labour market spectrumPeople
• Creating an environment where it is easy to do businessPlanning
• Providing the tools and resources to achieve Saugeen
Shores’ economic development visionCapacity

18. Economic Development Vision
18
Saugeen Shores is a growing, welcoming
community committed to enhancing economic
potential for businesses and entrepreneurs and
ensuring an exceptional quality of life that attracts
residents of all ages and cultures.
Image: Volodin Anton from Noun Project

19. Economic Development Mission
19
To establish a balanced, vibrant economy
through managed growth, strategic investment
and collaboration.
Image: Moriah Rich from Noun Project

20. 1 Business growth and investment
2 An entrepreneurial culture
3 A rich, diverse talent pool
4 A resident and investment friendly community
5 Economic development capacity
Goals

21. Strategy Development
Critical
Important
Desirable

22. •5 Goals & Objectives
•37 Strategic Actions
•Partners (Lead & Supporting)
•Priority (Critical, High, Medium)
•Time Frame (Ongoing, Year 1, 2, 3+)
22
Strategic Plan Overview

23. Action

24. Economic Drivers Identified
• Nuclear
• Bruce Power
• employs 4,200 people
• suppliers moving to area to support MCR = lots of jobs
• Tourism
• Agriculture

25. Developed Messaging
• Corporate Strategic Plan
• “Fostering appropriate growth”
• Leverage partnerships
• Economic drivers
• Household income
• Construction value
How we tell our story..
• Shore Report podcast
• Community profile
• Nuclear supplier map
• Economic Development
Forums
• Updates to Council
• Microsite for elected officials
• Presentations
.. So much more

26. Consultation is Critical
• Elected officials
• Senior staff
• Current and former committee members
• Local business organizations/associations
• Local business owners

27. Action in Saugeen Shores

28. Taking Action
• Community Improvement Plan (approved by Council 2018)
• Targeted development – based on data!
• Full time Economic Development Officer (approved by
Council 2018)
• Hired June 2019
• Economic Development Forum
• June 2019 – 2nd Annual Event

29. Taking Action
• Further discussion on Labour Shortage
• Pursing partnership with researchers from University of
Guelph
• Advancing partnership with Nuclear Innovation Institute
• Municipal Innovation Council
• Advancing partnership with post secondary institute
• Fanshawe College

30. How did we get here?
Good Strategic Plan
• Data driven
• Evidence based strategic planning
• Alignment with Corporate Strategic Plan
• Designed for our community – not ‘cookie cutter’
• Actionable (realistic) plan

31. How did we get here?
Relationship Building
• Delivering and being accountable
• Building trust
• Demonstrating improvement
• Open to conversation and change
• Welcoming feedback
• Advancing with strategy and consideration

32. Questions and Discussion
Contact us:
Jessica Linthorne – Jessica.Linthorne@saugeenshores.ca
Aileen Murray – MellorMurray@gmail.com
David Campbell – David@jupia.ca
Thank you!