{"Affiliation":[{"label":"Affiliation","value":"Applied Science, Faculty of","attrs":{"lang":"en","ns":"http:\/\/vivoweb.org\/ontology\/core#departmentOrSchool","classmap":"vivo:EducationalProcess","property":"vivo:departmentOrSchool"},"iri":"http:\/\/vivoweb.org\/ontology\/core#departmentOrSchool","explain":"VIVO-ISF Ontology V1.6 Property; The department or school name within institution; Not intended to be an institution name."},{"label":"Affiliation","value":"Community and Regional Planning (SCARP), School of","attrs":{"lang":"en","ns":"http:\/\/vivoweb.org\/ontology\/core#departmentOrSchool","classmap":"vivo:EducationalProcess","property":"vivo:departmentOrSchool"},"iri":"http:\/\/vivoweb.org\/ontology\/core#departmentOrSchool","explain":"VIVO-ISF Ontology V1.6 Property; The department or school name within institution; Not intended to be an institution name."}],"AggregatedSourceRepository":[{"label":"AggregatedSourceRepository","value":"DSpace","attrs":{"lang":"en","ns":"http:\/\/www.europeana.eu\/schemas\/edm\/dataProvider","classmap":"ore:Aggregation","property":"edm:dataProvider"},"iri":"http:\/\/www.europeana.eu\/schemas\/edm\/dataProvider","explain":"A Europeana Data Model Property; The name or identifier of the organization who contributes data indirectly to an aggregation service (e.g. Europeana)"}],"Campus":[{"label":"Campus","value":"UBCV","attrs":{"lang":"en","ns":"https:\/\/open.library.ubc.ca\/terms#degreeCampus","classmap":"oc:ThesisDescription","property":"oc:degreeCampus"},"iri":"https:\/\/open.library.ubc.ca\/terms#degreeCampus","explain":"UBC Open Collections Metadata Components; Local Field; Identifies the name of the campus from which the graduate completed their degree."}],"Creator":[{"label":"Creator","value":"Warner, Frances","attrs":{"lang":"en","ns":"http:\/\/purl.org\/dc\/terms\/creator","classmap":"dpla:SourceResource","property":"dcterms:creator"},"iri":"http:\/\/purl.org\/dc\/terms\/creator","explain":"A Dublin Core Terms Property; An entity primarily responsible for making the resource.; Examples of a Contributor include a person, an organization, or a service."}],"DateAvailable":[{"label":"DateAvailable","value":"2010-09-09T19:09:46Z","attrs":{"lang":"en","ns":"http:\/\/purl.org\/dc\/terms\/issued","classmap":"edm:WebResource","property":"dcterms:issued"},"iri":"http:\/\/purl.org\/dc\/terms\/issued","explain":"A Dublin Core Terms Property; Date of formal issuance (e.g., publication) of the resource."}],"DateIssued":[{"label":"DateIssued","value":"1988","attrs":{"lang":"en","ns":"http:\/\/purl.org\/dc\/terms\/issued","classmap":"oc:SourceResource","property":"dcterms:issued"},"iri":"http:\/\/purl.org\/dc\/terms\/issued","explain":"A Dublin Core Terms Property; Date of formal issuance (e.g., publication) of the resource."}],"Degree":[{"label":"Degree","value":"Master of Arts in Planning - MA (Plan)","attrs":{"lang":"en","ns":"http:\/\/vivoweb.org\/ontology\/core#relatedDegree","classmap":"vivo:ThesisDegree","property":"vivo:relatedDegree"},"iri":"http:\/\/vivoweb.org\/ontology\/core#relatedDegree","explain":"VIVO-ISF Ontology V1.6 Property; The thesis degree; Extended Property specified by UBC, as per https:\/\/wiki.duraspace.org\/display\/VIVO\/Ontology+Editor%27s+Guide"}],"DegreeGrantor":[{"label":"DegreeGrantor","value":"University of British Columbia","attrs":{"lang":"en","ns":"https:\/\/open.library.ubc.ca\/terms#degreeGrantor","classmap":"oc:ThesisDescription","property":"oc:degreeGrantor"},"iri":"https:\/\/open.library.ubc.ca\/terms#degreeGrantor","explain":"UBC Open Collections Metadata Components; Local Field; Indicates the institution where thesis was granted."}],"Description":[{"label":"Description","value":"Downtown areas across Canada have been deteriorating physically and economically due to a number of factors such as age, suburban growth, and shopping centre development. Downtown revitalization programs were created in response to this deterioration. In the last decade millions of dollars have been spent, by all levels of government and the private sector in an attempt to achieve revitalization. More than five hundred revitalization projects have been undertaken. However, few project evaluations have been completed. Project evaluation is necessary to determine which program components are effective, to clarify goals and to provide accountability. The purpose of this thesis is to develop improvements in downtown revitalization project evaluation concepts and tools.\r\nInterviews with administrators from five downtown revitalization\r\nprograms revealed that most projects cannot be evaluated at present because the majority of administrators have yet to identify performance measures. The few evaluations that do exist were not adequately controlled and do not provide compelling evidence that any economic changes that occurred can be attributed to the revitalization project.\r\nThis thesis focuses on two research objectives. The first is to identify performance measures and methods of data collection. This in turn, requires an examination of program goals and components. The methods exployed to collect this information included: a review of academic literature on downtown revitalization and evaluation methodology; a review of agency literature and current evaluations for five Canadian revitalization\r\nprograms; interviews with program administrators; and a survey o-f program clients and administrators.\r\nThe second objective o-f this thesis responds to the need -for assessing the effectiveness o-f program components. Municipal officials and business representatives in one hundred and eleven Canadian communities which undertook revitalization projects were surveyed in order to determine current revitalization practices and client perspectives on which program components are effective. Their opinions and recommendations provide an interim answer, to be revised as more evaluations are undertaken.\r\nThe survey findings indicate that the typical approach to downtown revitalization has broadened beyond physical improvements to include promotional activities and organizational development. However, respondents identified the need for further assistance in the initial planning process and the development of marketing plans. Recommendations for improvements to the revitalization programs in this study are proposed in order to address these needs. In addition, the survey results reveal how program administrators and clients prioritize goals and which performance measures they prefer.\r\nFinally, the input from the surveys, the literature review, the interviews and the author's experience in the field are used to determine a descriptive framework for downtown revitalization project evaluation. Performance measures, data sources, and collection methods are specified. The importance of using a systematic approach to evaluation, as well as collecting data for control groups is stressed. This evaluation framework is intended to assist program administrators and community groups interested in evaluating downtown revitalization projects.","attrs":{"lang":"en","ns":"http:\/\/purl.org\/dc\/terms\/description","classmap":"dpla:SourceResource","property":"dcterms:description"},"iri":"http:\/\/purl.org\/dc\/terms\/description","explain":"A Dublin Core Terms Property; An account of the resource.; Description may include but is not limited to: an abstract, a table of contents, a graphical representation, or a free-text account of the resource."}],"DigitalResourceOriginalRecord":[{"label":"DigitalResourceOriginalRecord","value":"https:\/\/circle.library.ubc.ca\/rest\/handle\/2429\/28341?expand=metadata","attrs":{"lang":"en","ns":"http:\/\/www.europeana.eu\/schemas\/edm\/aggregatedCHO","classmap":"ore:Aggregation","property":"edm:aggregatedCHO"},"iri":"http:\/\/www.europeana.eu\/schemas\/edm\/aggregatedCHO","explain":"A Europeana Data Model Property; The identifier of the source object, e.g. the Mona Lisa itself. This could be a full linked open date URI or an internal identifier"}],"FullText":[{"label":"FullText","value":"EVALUATION PLANNING FOR DOWNTOWN REVITALIZATION PROJECTS by FRANCES WARNER B.Ed., University of Alberta, 1972 A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ARTS IN THE FACULTY OF GRADUATE STUDIES School of Commmunity and Regional Planning We accept t h i s thesis as conforming to the required standard. THE UNIVERSITY OF BRITISH COLUMBIA November, 1988 \u00a9Frances Warner, 1988 In presenting this thesis in partial fulfilment of the requirements for an advanced degree at the University of British Columbia, I agree that the Library shall make it freely available for reference and study. I further agree that permission for extensive copying of this thesis for scholarly purposes may be granted by the head of my department or by his or her representatives. It is understood that copying or publication of this thesis for financial gain shall not be allowed without my written permission. The University of Vancouver, Canada Department of Date DE-6 (2\/88) i ABSTRACT D o w n t o w n a r e a s a c r o s s C a n a d a h a v e b e e n d e t e r i o r a t i n g p h y s i c a l l y a n d e c o n o m i c a l l y d u e t o a n u m b e r o f f a c t o r s s u c h a s a g e , s u b u r b a n g r o w t h , a n d s h o p p i n g c e n t r e d e v e l o p m e n t . D o w n t o w n r e v i t a l i z a t i o n p r o g r a m s w e r e c r e a t e d i n r e s p o n s e t o t h i s d e t e r i o r a t i o n . I n t h e l a s t d e c a d e m i l l i o n s o f d o l l a r s h a v e b e e n s p e n t , b y a l l l e v e l s o f g o v e r n m e n t a n d t h e p r i v a t e s e c t o r i n a n a t t e m p t t o a c h i e v e r e v i t a l i z a t i o n . M o r e t h a n f i v e h u n d r e d r e v i t a l i z a t i o n p r o j e c t s h a v e b e e n u n d e r t a k e n . H o w e v e r - ; , f e w p r o j e c t e v a l u a t i o n s h a v e b e e n c o m p l e t e d . . P r o j e c t e v a l u a t i o n i s n e c e s s a r y t o d e t e r m i n e w h i c h p r o g r a m c o m p o n e n t s a r e e f f e c t i v e , t o c l a r i f y g o a l s a n d t o p r o v i d e a c c o u n t a b i l i t y . T h e p u r p o s e o f t h i s t h e s i s i s t o d e v e l o p i m p r o v e m e n t s i n d o w n t o w n r e v i t a l i z a t i o n p r o j e c t e v a l u a t i o n c o n c e p t s a n d t o o l s . I n t e r v i e w s w i t h a d m i n i s t r a t o r s f r o m f i v e d o w n t o w n r e v i t a l -i z a t i o n p r o g r a m s r e v e a l e d t h a t m o s t p r o j e c t s c a n n o t b e e v a l u a t e d a t p r e s e n t b e c a u s e t h e m a j o r i t y o f a d m i n i s t r a t o r s h a v e y e t t o i d e n t i f y p e r f o r m a n c e m e a s u r e s . T h e f e w e v a l u a t i o n s t h a t d o e x i s t w e r e n o t . a d e q u a t e l y c o n t r o l l e d a n d d o n o t p r o v i d e c o m p e l l i n g e v i d e n c e t h a t a n y e c o n o m i c c h a n g e s t h a t o c c u r r e d c a n b e a t t r i b u t e d t o t h e r e v i t a l i z a t i o n p r o j e c t . T h i s t h e s i s f o c u s e s o n t w o r e s e a r c h o b j e c t i v e s . T h e f i r s t i s t o i d e n t i f y p e r f o r m a n c e m e a s u r e s a n d m e t h o d s o f d a t a c o l l e c t i o n . T h i s i n t u r n , r e q u i r e s a n e x a m i n a t i o n o f p r o g r a m g o a l s a n d c o m p o n e n t s . T h e m e t h o d s e x p l o y e d t o c o l l e c t t h i s i n f o r m a t i o n i n c l u d e d : a r e v i e w o f a c a d e m i c l i t e r a t u r e o n d o w n t o w n r e v i t a l i z a t i o n a n d e v a l u a t i o n m e t h o d o l o g y ? a r e v i e w o f a g e n c y l i t e r a t u r e a n d c u r r e n t e v a l u a t i o n s f o r f i v e C a n a d i a n r e v i t a l i z a -t i o n p r o g r a m s ; i n t e r v i e w s w i t h p r o g r a m a d m i n i s t r a t o r s ? a n d a survey o-f program c l i e n t s and administrators. The second objective o-f t h i s thesis responds to the need -for assessing the effectiveness o-f program components. Municipal o f f i c i a l s and business representatives in one hundred and eleven Canadian communities which undertook r e v i t a l i z a t i o n projects were surveyed in order to determine current r e v i t a l i z a t i o n practices and c l i e n t perspectives on which program components are e f f e c t i v e . Their opinions and recommendations provide an interim answer, to be revised as more evaluations are undertaken. The survey findings indicate that the t y p i c a l approach to downtown r e v i t a l i z a t i o n has broadened beyond physical improvements to include promotional a c t i v i t i e s and organizational development. However, respondents i d e n t i f i e d the need for further assistance in the i n i t i a l planning process and the development of marketting plans. Recommendations for improvements to the r e v i t a l i z a t i o n programs in t h i s study are proposed in order to address these needs. In addition, the survey r e s u l t s reveal how program administrators and c l i e n t s p r i o r i t i z e goals and which performance measures they prefer. F i n a l l y , the input from the surveys, the l i t e r a t u r e review, the interviews and the author's experience i n the f i e l d are used to determine a descriptive framework for downtown r e v i t a l i z a t i o n project evaluation. Performance measures, data sources, and c o l l e c t i o n methods are s p e c i f i e d . The importance of using a systematic approach to evaluation, as well as c o l l e c t i n g data for control groups i s stressed. This evaluation framework i s intended to a s s i s t program administrators and community groups interested in evaluating downtown r e v i t a l i z a t i o n projects. i i i TABLE DF CONTENTS A .0 ?3 T\" R f~~l C \/ T n n a u a n a t i M B U B n a n n o n s n a a a a v i i a B B s n a c i i i a ' n n n n t i B U B n n i i r i t t X TABLE OF CONTENTS. i i i LIST OF 1 ABLES. \u2022\u2022\u2022\u2022\u2022\u2022 > ..\u201e\u00bb\u00ab\u00bb.\u00bb.. ......... v n L- I S. T OF FIGURES. .............. ....... ......... ....\u2022.\u00bb... V i l l CHAPTER ONE: INTRODUCTION 1.1 Research Focus 1 1.2 Research Problem.................................. 1 1.3 Identifying the I n i t i a l Research Question......... 3 1.4 Research Objectives. .............................. .\u00b0 5 1.5 Research Methodology. ............................. 6 1 6 Research Organization \u2022 . \u2022 7 PART ONE CHAPTER TWO. DOWNTOWN REVITALIZATION - THE STATE DF THE ART 2. 1 Downtown - The Heart of the Community. ........... 7 2.2 The Decline of Downtown.............. 10 2.3 Early Attempts at Downtown R e v i t a l i z a t i o n . . . . . . . . . 14 2.4 Current R e v i t a l i z a t i o n Theory..................... 16 2.4.1 Planning and Organizational Development 16 2.4.2 Promo t i o n . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . IS 2.4.3 Economic Development................... . . . 1 9 2.4. 4 Phy si cal Improvements. ....................... 20 -2.5 Current Practices in. Downtown R e v i t a l i z a t i o n . . . . . . 23 2.5.1 Organizational A c t i v i t i e s that Occurred..,. 23 2.5.2 Promotional A c t i v i t i e s that Occurred....... 27 2.5.3 Economic Development A c t i v i t i e s that Occurred.,\u00bb......\u00bb..\u00bb.........\u00bb\u00bb.......\u00bb = \u00bb\u00bb\u2022 28 2.5.4 Physical Improvements that Occurred........ 30 2.5.5 R e v i t a l i z a t i o n A c t i v i t i e s that Should Have Occurred............... ..............\u00ab....\u00bb. o2 2. 6 Summary and Conclusions. ........................... 33 i v CHAPTER T H R E E : A R E V I E W OF F I V E R E V I T A L I Z A T I O N PROGRAMS 3 . 1 I n t r o d u c t i o n . . \u00bb . . \u201e . . . . \u00bb . . . . \u00bb . \u00ab . . . . \u00bb \u00bb . . . . . \u00bb . . . \u00bb \u00bb . . \u00bb . \u2022 . \u00bb . 3 9 3 . 2 O n t a r i o ' s R e v i t a l i z a t i o n P r o g r a m B a c k g r o u n d I n f o r m a t i o n . . , 4 0 \u2022_'\u00bb . 4^. u 1 P R I D E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . B B o n n o B B B . . . 4 1 o . j ~ . 2 E l i g i b i l i t y . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 3 . 2 . 3 O n t a r i o L e g i s i a t i o n . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 3 3 . 2 . 4 A r e a s o f P r o g r a m A s s i s t a n c e . . . . . . . . . . . . . . . . . . . 4 4 3 . 3 N o v a S c o t i a ' s M a i n S t r e e t P r o g r a m 3 . 3 . 1 I n t r o d u c t i o n . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 7 \u2022i ' ' .- i ' ' .2 E l i g i b i l i t y . . . . . . . . . . . . . . 0 . 0 0 0 . . . . . . . . . . . . . . . . 4 7 3 . 3 . 3 N o v a S c o t i a L e g i s i a t i o n . . . . . . . . . . . . . . . . . . . . . . . 4 8 3 . 3 . 4 A r e a s o f P r o g r a m A s s i s t a n c e . . . . . . . . . . . . . . . . . . . 4'? 3 . 4 T h e B r i t i s h C o l u m b i a R e v i t a l i z a t i o n P r o g r a m m e 3 . 4 . 1 B a c k g r o u n d I n f o r m a t i o n . . . . . . . . . . . . . . . . . . . . . . . . 5 3 3 . 4 . 2 E l i g i b i l i t y o n . \u00ab . a M B B O M B n n w n B B H \u00bb \u00bb o \u00bb o R . \u00bb . . n . n n o o v J 0 > 3 . 4 . 3 E i r i t i s h C o l u m b i a L e g i s l a t i o n . . . . . . . . . . . . . . . . . . 5 4 3 . 4 . 4 A r e a s o f P r o g r a m A s s i s t a n c e . . , tr a n n tt n a 3 . 5 A l b e r t a D o w n t o w n R e v i t a l i z a t i o n P r o g r a m 3 . 5 . 1 B a c k g r o u n d . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 7 3 . 5 . 2 A l b e r t a L e g i s i a t i o n . . . . . . . . . . . . . . . = . \u00bb ' . . . . . . . . . 5 7 3 . 5 . 3 A r e a s o f P r o g r a m A s s i s t a n c e . . . . . . . . . . . . . . . . . . . 5 8 3 . 6 H e r i t a g e C a n a d a F o u n d a t i o n - M a i n S t r e e t C a n a d a P r o g r a m m e 3 . 6 . 1 E < a c k . g r o u n d I n f o r m a t i o n . . . . . . . . . . . . . . . . a . . . . . . . . . 61. 3 . 6 . 2 E l i g i b i l i t y . . . . . . . \u2022 . \u00ab . . . . . . . . . . . . . . . . . . . . . . . . . 6 2 3 . 6 . 3 A r e a s o f P r o g r a m A s s i s t a n c e . . . . . . . . . . . . . . . . . . . 6 3 3 . 7 S u m m a r y o f R e v i t a l i z a t i o n P r o g r a m A s s i s t a n c e . . . . . . . . 6 8 3,. 7 . 1 P l a n n i n g P r o c e s s a n d O r g a n i z a t i o n a l D e v l o p m t . . 6 8 . 3 . 7 . 2 P r o m o t i o n a n d M a r k e t i n g . . . . . . . . . . . . . . . . . . . . . . . 7 0 3 . 7 . 3 E c o n o m i c D e v e l o p m e n t . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 1 3 . 7 . 4 P h y s i c a l I m p r o v e m e n t s . . . . . . . . . . . . . . . . . . . . . . . . \u00bb 7 2 3,. 8 S u r v e y R e s u ' l t s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . \u00bb . . \u2022 \u2022 \u2022 \u00ab \u00bb \u00bb \u2022 7 3 3 . \"? C o n c l u s i o n s . . . . . . . . . . . . . . . . . . . . . . . . . o o . . . . . . . . . . . . . . 7 4 CHAPTER 4 . 1 F O U R : RECOMMENDATIONS FOR PROGRAM IMPROVEMENTS R e c o m m e n d a t i o n s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 6 PART TWO v CHAPTER FIVE: EVALUTATION METHODOLOGY 5. 1 Introduction. 6)0 5.2 The Need -for Program Evaluation. .................. 80 5.3 The Need -for Evaluation Planning................. 82 5.4 Evaluabi1ity Assessment Approach................. 82 5.5 The Evaluation Readiness Approach................ 83 5.6 Increasing Evaluation U t i l i z a t i o n . . . . . . . . . . . . . . . . 84 5.7 The Importance of a Stakeholder Survey........... 85 5.8 The Importance of Program Monitoring., ............ 86 5.9 The Role of the Evaluator... 87 5.10 Summar y....................... .............a....... 88 CHAPTER SIX: RECENT DOWNTOWN REVITALIZATION PROJECT EVALUATIONS 6.1 I nt r oduc t i on 89 6.2 Main Street Canada Programme 6.2. 1 Introducti on ............................... . 90 6.2.2 Description and Analysis of Economic Indicators Used............................. 9U 6.2.3 Summary of the Economic Evaluation.......... 97 6.2.4 Description of Other Impacts Evaluated...... 98 6.3 Evaluation of the B r i t i s h Columbian Programme 6.3.1 In t r od uc t i on .................. ......... . . . 98 6.3.2 Economic Impacts............................ 99 6.3.3 Summary of Economic Evaluation 105 6.3\u00ab4 Description of Other Impacts. ............. ^ .. 106 6.4 Student Evaluations 6.4.1 I ritroduct. i on .............................a. \u2022 108 6.4.2 Nowl an Study. 108 6.4.3 Ryerson Study. ............................... 109 6.5 Other Evaluations I n i t i a t i v e s . \u00bb . \u00bb 112 6.5\u00ab1 Ontario's Experience. \u2022 112 6.5.2 Nova Scotia's Experience. .................... 113 6.5.3 Alberta's Exper i ence. .......... ............ . 116 6.6 Summary of Current Project Evaluations............. 117 v i CHAPTER S E V E N ! STUDY METHODOLOGY - THE STAKEHOLDER SURVEY 7 . 1 I n t r o d u c t i o n . 1. .1.9 7 . 2 O v e r v i e w . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 1 9 7 . 3 A u d i e n c e I d e n t i f i c a t i o n a n d C l i e n t A c c e s s . . . . . . . . . 1 2 0 7 . 4 S u r v e y D e s i g n . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 2 7 . 4 . 1 P r o g r a m G o a l s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 7 . 4 . 2 P r o g r a m C o m p o n e n t s . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 4 7 . 4 . 3 E v a l u a t i o n . . . . . . . . . 1 2 6 7 . 4 . 4 O p e n - e n d e d Q u e s t i o n s . . . . . . . . . . . . . . . . . . . . . . . . 1 2 7 CHAPTER E I G H T : STAKEHOLDER SURVEY F I N D I N G S 8 . 1 I n t r o d u c t i o n . 1 2 9 8 . 2 S u r v e y R e s p o n s e R a t e . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 9 8 . 3 S t a k e h o l d e r P r i o r i t i z a t i o n o f G o a l s . . . . . . . . . . . . . . . . . . 1 3 0 8 . 3 . 1 G o a l P r i o r i t i z a t i o n b y P r o g r a m C l i e n t s . . . . . . . . 1 3 0 8 . 3 . 2 G o a l P r i o r i t i z a t i o n b y A d m i n i s t r a t o r s . . . . . . . . . 1 3 6 8 . 4 S t a k e h o l d e r P r e f e r e n c e s f o r P e r f o r m a n c e M e a s u r e s 8 . 4,. 1 I n t r o d u c t i o n . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 3 8 8 . 4 . 2 E c o n o m i c I n d i c a t o r s . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 4 0 8 . 4 . 3 S o c i a l I n d i c a t o r s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 4 3 8 . 4 . 4 P h y s i c a l I n d i c a t o r s . \u201e . . . . . \u201e . . . . . . \u201e . . \u201e \u201e , . \u201e \u201e . , . \u00ab 1 4 6 8 . 5 S u m m a r y o f S t a k e h o l d e r s P r e f e r e n c e s f o r G o a l s a n d P e r f o r m a n c e M e a s u r e s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 4 8 8 . 6 D i s c u s s i o n o n t h e S u r v e y ' s O p e n - e n d e d Q u e s t i o n s . . . . . 1 5 0 CHAPTER N I N E : AN E V A L U A T I O N MODEL FOR DOWNTOWN R E V I T A L I Z A T I O N PROGRAMS 9 . 1 I n t r o d u c t i o n . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 5 2 9 . 2 E c o n o m i c P e r f o r m a n c e M e a s u r e s a n d D a t a S o u r c e s . . . . . . 1 5 2 9 . 3 P r o g r a m M o n i t o r i n g . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 5 5 9 . 4 P e r f o r m a n c e M e a s u r e s D i s m i s s s e d f r o m t h e M o d e l . . . . . . 1 6 0 9 . 5 C o m m u n i t y A t t i t u d e S u r v e y . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 6 2 9 . 6 B u s i n e s s S u r v e y . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 6 3 9 . 7 A n n u a l B u s i n e s s O r g a n i z a t i o n S u r v e y . . . . . . . . . . . . . . . . . 1 6 5 9 . 8 I n c r e a s i n g t h e S u r v e y R e s p o n s e R a t e , . 1 6 7 9 . 9 C l o s i n g C o m m e n t s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 6 9 9 . l O F u r t h e r S t u d y . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 7 2 B I B L I O G R A P H Y . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1'73 A P P E N D I C E S . ' 1 7 7 Table 1: Table 2: Table 3: Table 4: Table 5 : Table 6: Table 7: Table Sr. Table 9 S Table 10: Table 11: Table 12: Table 13: Table 14: LIST DF TABLES Organizational A c t i v i t i e s That Occurred Communities With Co-ordinators Co-ordinator \/ Size of BIA Promotional A c t i v i t i e s That Occurred Economic Development A c t i v i t i e s that Occurred Physical Improvements that Occurred A c t i v i t i e s or Improvements that Should have Occurred Summary of Program Assistance Survey Response Program C l i e n t s ' Primary Goals Program C l i e n t s ' Secondary Goals Goals by Program Administrators Stakeholder Preferences for Performance Measures Summary of Goals and Performance Measures LIST OF FIGURES A c t i v i t i e s that Did Occur \u2014 Should have Occurred Primary Goals of Business and Municipal Respondents Performance Measures and Data Sources CHAPTER ONE INTRODUCTION 1\u00bb .1 Research Focus T h e i n t e n t o f t h i s t h e s i s i s t o a s s i s t t h o s e i n v o l v e d i n d o w n t o w n r e v i t a l i z a t i o n p r o g r a m p l a n n i n g p r e p a r e f o r e v a l u a t i o n . F i v e C a n a d i a n d o w n t o w n r e v i t a l i z a t i o n p r o g r a m s a r e e x a m i n e d . T h e s e i n c l u d e . t h e M a i n S t r e e t C a n a d a P r o g r a m s p o n s o r e d b y H e r i t a g e C a n a d a . F o u n d a t i o n a n d t h e p r o v i n c i a l r e v i t a l i z a t i o n p r o g r a m s i n N o v a S c o t i a , O n t a r i o . A l b e r t a a n d B r i t i s h C o l u m b i a . The? o r i g i n a l r e s e a r c h i n v o l v e d i n t e r v i e w i n g p r o g r a m a d m i n i s t r a t o r s a n d s u r v e y i n g p r o g r a m c l i e n t s , i n o r d e r t o c o l l e c t d a t a o n p r o g r a m g o a l s , c o m p o n e n t s a n d p e r f o r m a n c e m e a s u r e s . T h e r e s u l t s o f t h e r e s e a r c h p r o v i d e a f r a m e w o r k f o r p r o j e c t e v a l u a t i o n , a d e s c r i p t i o n o f c u r r e n t d o w n t o w n r e v i t a l i z a t i o n p r a c t i c e s a n d p r o g r a m s , a s w e l l a s r e c o m m e n d a t i o n s f o r i m p r o v e m e n t s t o r e v i t a l i z a t i o n p r o g r a m s . 1 . 2 Research Problem D o w n t o w n r e v i t a l i z a t i o n p r o g r a m s w e r e c r e a t e d i n r e s p o n s e t o t h e f a c t t h a t m a n y d o w n t o w n a r e a s a c r o s s C a n a d a h a v e b e e n e x p e r i e n c i n g e c o n o m i c , p h y s i c a l a n d s o c i a l d e c l i n e . M i l l i o n s o f d o l l a r s h a v e b e e n s p e n t b y t h e p r o v i n c i a l a n d m u n i c i p a l g o v e r n m e n t s a c r o s s C a n a d a i n t h e i r a t t e m p t t o a c h i e v e r e v i t a l i z a t i o n . S i m i l a r l y , m i l l i o n s o f d o l l a r s h a v e b e e n i n v e s t e d b y t h e p r i v a t e ? s e c t o r . T h e n a t u r e o f t h e s e r e v i t a l i z a t i o n p r o g r a m s h a s b e e n c h a n g i n g r a p i d l y s i n c e 1 9 7 8 . I n i t i a l l y t h e p r o g r a m s f o c u s e d o n p h y s i c a l s t r e e t s c a p e a n d f a c a d e ; i m p r o v e m e n t s . Now t h e a p p r o a c h i s m o r e c o m p r e h e n s i v e a n d a d v o c a t e s a f o u r - p r o n g e d s t r a t e g y t h a t f o c u s e s o n o r g a n i z a t i o n a l d e v e l o p m e n t , p r o m o t i o n , d e s i g n a n d e c o n om i c d e v e 1 o p men t . P r o g r a m e v a l u a t i o n i s n e c e s s a r y t o a s s e s s t h e e f f e c t i v e n e s s o f t h e p r o g r a m s a n d t o j u s t i f y t h o s e f u n d s . P r o g r a m e v a l u a t i o n i s a l s o n e c e s s a r y t o a s s e s s t h e s u c c e s s o f d i f f e r e n t p r o g r a m c o m p o n e n t s a n d t o p r o v i d e d i r e c t i o n f o r p r o g r a m p l a n n i n g . B y e x a m i n i n g w h a t s h o u l d e v a l u a t e d a n d h o w i t s h o u l d b e d o n e , d e c i s i o n - m a k e r s c a n b e a s s i s t e d i n c l a r i f y i n g p r o g r a m o b j e c t i v e s . U n f o r t u n a t e l y , f e w e v a l u a t i o n s h a v e b e e n c o m p l e t e d . A t t h e b e g i n n i n g o f t h i s s t u d y , o n l y o n e o f t h e f i v e r e v i t a l i z a t i o n p r o g r a m s e x a m i n e d h a d c o m p l e t e d a n y c o m m u n i t y e v a l u a t i o n s . A s e c o n d p r o g r a m w a s i n t h e p r o c e s s o f e v a l u a t i n g s i x c o m m u n i t y p r o j a c t s . T h e r e a r e a n u m b e r o f p r o b l e m s w i t h t h e e v a l u a t i o n s t h a t h a v e b e e n c o m p l e t e d . S i n c e d a t a b a s e s t o m e a s u r e e n s u i n g c h a n g e s w e r e n o t e s t a b l i s h e d a t t h e b e g i n n i n g o f t h e r e v i t a l i z a t i o n p r o j e c t s , t h e e v a l u a t o r s h a d t o r e l y o n t h e p e r c e p t i o n s a n d m e m o r i e s o f t h e m e r c h a n t s a n d m u n i c i p a l o f f i c i a l s . T h e t y p e o f d a t a c o l l e c t e d f o r t h e d i f f e r e n t p r o j e c t s w a s n o t c o n s i s t e n t a n d w a s , f o r t h e m o s t p a r t , d e s c r i b e d i n q u a l i t a t i v e t e r m s . I n a d d i t i o n , n o d a t a w a s c o l l e c t e d f o r c o n t r o l c o m m u n i t i e s , m a k i n g i t d i f f i c u l t t o s e p a r a t e t h e i m p a c t o f t h e r e v i t a l i z a t i o n p r o j e c t s f r o m b r o a d e r e c o n o m i c f a c t o r s . T h e r e f o r e , t h e o p p o r t u n i t y t o c o m p a r e d i f f e r e n t p r o g r a m i n p u t s a n d i m p a c t s h a s b e e n e l i m i n a t e d . A l t h o u g h t h e r e i s e v i d e n c e t h a t p r o g r a m s t a f f a n d c l i e n t s p e r c e i v e t h e p r o g r a m t o b e s u c c e s s f u l t h e r e i s l i t t l e q u a n t i t a t i v e d a t a t o p r o v e t h a t , c o m m u n i t i e s e x p e r i e n c e d e c o n o m i c r e v i t a l i z a t i o n a s a r e s u l t o f t h e p r o g r a m s . D i s c u s s i o n w i t h p r o g r a m a d m i n i s t r a t o r s a n d s e n i o r s t a f f f o r t h e f i v e p r o g r a m s r e v e a l e d t h a t t h e i r a p p r o a c h e s t o e v a l u a t i o n v a r i e d . One a d m i n i s t r a t o r e m p h a s i z e d t h e n e e d t o c o l l e c t h a r d d a t a i n a s y s t e m a t i c f a s h i o n , , A s e n i o r s t a f f m e m b e r i n a n o t h e r p r o g r a m s u g g e s t e d t h a t e v a l u a t i o n w a s u n n e c e s s a r y b e c a u s e t h e s u c c e s s w a s o b v i o u s . A n o t h e r a d m i n i s t r a t o r s u g g e s t e d t h a t i n c r e a s e d m e r c h a n t c o n f i d e n c e c o u l d b e c o n s i d e r e d s u f f i c i e n t e v i d e n c e o f p r o g r a m s u c c e s s . H o w e v e r , a l l o f t h e a d m i n i s t r a t o r s e x p r e s s e d i n t e r e s t i n s h a r i n g i n f o r m a t i o n o n e v a l u a t i o n a n d d i s c u s s i n g p e r f o r m a n c e m e a s u r e s , p a r t i c u l a r l y m e a s u r e s o f e c o n o m i c r e v i t a l i z a t i o n . G i v e n t h e s h o r t c o m i n g s o f t h e f e w e v a l u a t i o n s t h a t , e x i s t , a n d t h e f a c t t h a t t h e m a j o r i t y o f p r o g r a m a d m i n i s t r a t o r s h a d n o t f o r m a l l y i d e n t i f i e d m e a s u r e s t o a s s e s s t h e a c c o m p l i s h m e n t o f t h e i r p r o g r a m g o a l s , I c o n c l u d e d t h a t t h e p r o g r a m s w e r e i n n e e d o f e v a l u a t i o n p l a n n i n g . 1.3 I d e n t i f y i n g t h e I n i t i a l R esearch Q u e s t i o n An e x p l a n a t i o n o f h o w t h e r e s e a r c h p r o b l e m w a s i n i t i a l l y i d e n t i f i e d i s p r o v i d e d f o r b a c k g r o u n d i n f o r m a t i o n . T h e m o t i v a t i o n f o r t h i s s t u d y s p r a n g f r o m my i n v o l v e m e n t w i t h a V a n c o u v e r i n n e r c i t y c o m m e r c i a l a r e a c a l l e d M o u n t P l e a s a n t . T h e a r e a w a s i n n e e d o f r e v i t a l i z a t i o n . B u s i n e s s w a s m a r g i n a l . V a c a n t s h o p s s t o o d l i k e m i s s i n g t e e t h a l o n g t h e p e d e s t r i a n w a l k . B u s i n e s s e s a p p e a r e d a n d d i s a p p e a r e d r o u t i n e l y . S i g n s i n t h e s h o p s ' w i n d o w s w a r n e d , \" D o n ' t a s k f o r c h a n g e \" . A s u r v e y o f t h e r e s i d e n t s i n d i c a t e d t h a t t h e y f o u n d t h e s h o p p i n g a r e a d e p r e s s i n g a n d t h e g o o d s l a c k i n g i n v a r i e t y a n d q u a l i t y . When t h e p r o s t i t u t e s m o v e d i n , b r i n g i n g w i t h t h e m t h e h i g h e s t , c r i m e r a t e i n t h e c i t y , t h e c o m m u n i t y w a s t r a u m a t i z e d i n t o a c t i o n . 4 My a s s i g n m e n t f r o m t h e l o c a l a r e a p l a n n i n g o f f i c e w a s t o o r g a n i z e a b u s i n e s s a s s o c i a t i o n i n o r d e r t o p r o v i d e a v e h i c l e t o c o o r d i n a t e r e v i t a l i z a t i o n . I b e g a n b y r e v i e w i n g t h e l i t e r a t u r e o n d o w n t o w n r e v i t a l i z a t i o n . I t h e n i n v e s t i g a t e d t h e b e n e f i t s o f p a r t -i c i p a t i n g i n t h e B . C . D o w n t o w n R e v i t a l i z a t i o n P r o g r a m . A l t h o u g h t h e M o u n t P l e a s a n t c o m m e r c i a l a r e a w a s n o t a d o w n t o w n a r e a , the? d o w n t o w n r e v i t a l i z a t i o n a p p r o a c h c o u l d b e a p p l i e d . T h e r e s e a r c h q u e s t i o n s t h a t I w a n t e d t o a n s w e r w e r e , \" W h i c h r e v i t a l i z a t i o n a c t i v i t i e s w e r e t h e m o s t b e n e f i c i a l ? \" a n d \" W h a t e v i d e n c e e x i s t e d t h a t r e v i t a l i z a t i o n p r o g r a m s w e r e i m p r o v i n g t h e b u s i n e s s c l i m a t e ? \" D a t a s u c h a s i n c r e a s e d s a l e s v o l u m e s a n d d e c r e a s e d v a c a n c y r a t e s f r o m p a s t p r o j e c t s w o u l d h a v e b e e n h e l p f u l i n my d i s c u s s i o n s w i t h t h e m e r c h a n t s a n d p r o p e r t y o w n e r s i n M o u n t P l e a s a n t . A f t e r d i s c o v e r i n g t h a t t h e B . C . D o w n t o w n R e v i t a l i z a t i o n P r o g r a m c o u l d n o t p r o v i d e s u c h d a t a , I i n f o r m a l l y i n t e r v i e w e d b u s i n e s s a s s o c i a t i o n r e p r e s e n t a t i v e s i n f i v e a r e a s w i t h i n V a n c o u v e r t h a t h a d e n g a g e d i n r e v i t a l i z a t i o n p r o j e c t s . A l l f i v e h a d u n d e r t a k e n p h y s i c a l i m p r o v e m e n t s b u t p r o m o t i o n a l a c t i v i t y w a s e i t h e r m i n i m a l o r n o n - e x i s t e n t . N o n e o f t h e m e r c h a n t s i n t e r v i e w e d r e p o r t e d t h a t t h e r e v i t a l i z a t i o n p r o j e c t s h a d i m p r o v e d c o m m e r i c a l v i t a l i t y i n t h e i r a r e a , a l t h o u g h t h e y d i d r e p o r t t h a t s h o p p e r s m a d e p o s i t i v e c o m m e n t s a b o u t , t h e p h y s i c a l i m p r o v e m e n t s . T h e s e f i n d i n g s c o n f i r m e d s t a t e m e n t s i n t h e l i t e r a t u r e r e v i e w t h a t w a r n e d c o m m u n i t i e s n o t . t o e x p e c t r e v i t a l i z a t i o n t o o c c u r t h r o u g h p h y s i c a l i m p r o v e m e n t s a l o n e . I t a l s o h e i g h t e n e d my c u r o s i t y a b o u t t h e d i f f e r e n c e s b e t w e e n r e v i t a l i z a t i o n t h e o r y a n d p r a c t i c e i n C a n a d a . I n a n e f f o r t t o c o l l e c t e v i d e n c e t h a t r e v i t a l i z a t i o n p r o g r a m s d i d i m p r o v e b u s i n e s s c l i m a t e , I c o n t a c t e d a d m i n i s t r a t o r s i n s e v e n 5 P R O G R A M S . T W O O F T H E P R O G R A M S O N T H E P R A I R I E S H A D J U S T B E E N T E R M I N A T E D . O N L Y O N E O F T H E F I V E P R O G R A M S I N T H I S S T U D Y H A D U N D E R T A K E N C O M M U N I T Y E V A L U A T I O N S . A S T H E N E E D F O R P R O G R A M E V A L U A T I O N W A S C O N F I R M E D , T H E P R I M A R Y R E S E A R C H Q U E S T I O N B E C A M E , \" H O W W O U L D O N E M E A S U R E P E R F O R M A N C E I N D O W N T O W N R E V I T A L I Z A T I O N P R O j E C T S ? \" B E C A U S E S U F F I C I E N T E V A L U A T I O N S H A D N O T B E E N C O M P L E T E D , T H E E F F E C T I V E N E S S O F D I F F E R E N T S T R A T E G I E S O R A C T I V I T I E S C O U L D N O T B E D E T E R M I N E D , . A N I N T E R I M S O L U T I O N W A S S O U G H T , B Y E X A M I N I N G W H I C H P E R F O R M A N C E M E A S U R E S W E R E P R E F E R R E D B Y P R O G R A M C L I E N T S A N D A D M I N I S T R A T O R S . A D D I T I O N A L I N S I G H T , W O U L D B E G A I N E D B Y E X A M I N I N G C U R R E N T R E V I T A 1 I Z A T I O n P R A c T I c E S I N Ca n A D A , A N D S O 1 I C I T I N G R E c O M -M E N D A T I O N S F O R P R O G R A M I M P R O V E M E N T S F O R P R O G R A M C L I E N T S . 1 . 4 Research Objectives T H E P R I M A R Y R E S E A R C H O B J E C T I V E S O F T H I S T H E S I S , T H E R E F O R E , B E C A M E ; ; T O D E T E R M I N E C O M M O N P R O G R A M c O M P O N E N T. S , - - T O D E T E R M I N E H O W S T A K E H O L D E R S D E S C R I B E D A N D P R I O R I T I Z E D G O A L S , T O D E T E R M I N E S T A K E H O L D E R P R E F E R E N C E S F O R P E R F O R M A N C E M E A S U R E S , \u2022-- T O I D E N T I F Y A P P R O P R I A T E D A T A S O U R C E S F O R T H E M E A S U R E S , A N D - T O A S S E S S P R E V I O U S E V A L U A T I O N S . T H E S E C O N D A R Y R E S E A R C. H O B J E C T I V E S O F T. H I S T H E S I S B E C A M E ; : - T O D E T E R M I N E C O M M O N R E V I T A L I Z A T I O N P R A C T I C E S I N C A N A D A , - - T O D E T E R M I N E C L I E N T S ' O P I N I O N S O N W H I C H R E V I T A L I Z A T I O N A C T I V I T I E S W E R E E F F E C T I V E , A N D T O G A T H E R S T A K E H O L D E R S ' R E C O M M E N D A T I O N S F O R P R O G R A M I M P R O V E M E N T S . 6 1 . 5 R e s e a r c h M e t h o d o l o g y T h e m e t h o d s u s e d t o c o l l e c t t h i s i n f o r m a t i o n i n c l u d e d , a r e v i e w o f a c a d e m i c l i t e r a t u r e o n d o w n t o w n r e v i t a l i z a t i o n a n d e v a l u a t i o n m e t h o d o l o g y , a r e v i e w o f a g e n c y l i t e r a t u r e o n p r o g r a m c o m p o n e n t s a n d p r e v i o u s e v a l u a t i o n s , i n t e r v i e w s w i t h p r o g r a m a d m i n i s t r a t o r s a n d s t a f f b y t e l e p h o n e a n d i n p e r s o n , a n d a s u r v e y o f p r o g r a m c l i e n t s a n d a d m i n i s t r a t o r s . A f t e r t h e n e e d f o r e v a l u a t i o n p l a n n i n g w a s i d e n t i f i e d , t h e f l o w o f r e s e a r c h a c t i v i t i e s w a s a s f o l l o w s . 1 . T h e p r o g r a m a d m i n i s t r a t o r s w e r e t e l e p h o n e d a n d f a m i l i a r -i z e d w i t h t h e i n t e n t , o f t h i s s t u d y . A l l o f t h e a d m i n -i s t r a t o r s e x p r e s s e d i n t e r e s t i n s h a r i n g i d e a s o n e v a l u a -t i o n a n d p a r t i c i p a t i n g i n t h e s t u d y . 2 . T h e a d m i n i s t r a t o r s w e r e a s k e d t o s e n d p r o g r a m i n f o r m a t i o n a s w e l l a s a n y e v a l u a t i o n m a t e r i a l t h a t e x i s t e d . P r o g r a m d e s c r i p t i o n s a r e s u m m a r i z e d i n c h a p t e r t h r e e . 3 . A c a d e m i c l i t e r a t u r e o n e v a l u a t i o n m e t h o d o l o g y w a s r e v i e w e d ( c h a p t e r f i v e ) . An e x a m i n a t i o n o f a g e n c y e v a l u a t i o n r e v e a l e d t h e n e e d f o r e v a l u a t i o n r e a d i n e s s ( C h a p t e r s i x ) . 4 . A f t e r e x a m i n i n g t h e p r o g r a m m a t e r i a l a n d e v a l u a t i o n s p r o g r a m a d m i n i s t r a t o r s w e r e i n t e r v i e w e d b y t e l e p h o n e a n d i n p e r s o n t o d i s c u s s t h e i r o p i n i o n s a n d e x p e r i e n c e s w i t h p e r f o r m a n c e m e a s u r e s , a s w e l l a s t o c l a r i f y i n f o r m a t i o n r e g a r d i n g p r o g r a m c o m p o n e n t s a n d g o a l s . 5 . V a r i o u s o t h e r s t a k e h o l d e r s w e r e i n t e r v i e w e d t o c o l l e c t a b r o a d e r v i e w o n p r o g r a m g o a l s a n d p e r f o r m a n c e m e a s u r e s . 7 6 . The? i n f o r m a t i o n f r o m t h e l i t e r a t u r e r e v i e w s a n d t h e i n t e r -v i e w s w e r e s y n t h e s i z e d t o s t r u c t u r e a q u e s t i o n n a i r e - T h e q u e s t i o n n a i r e d e s i g n i s d e s c r i b e d i n c h a p t e r s e v e n , 7 . T h e p r o g r a m a d m i n i s t r a t o r s a n d a s a m p l e o f t h e i r c l i e n t s w e r e s u r v e y e d c o n c e r n i n g t h e i r p r o g r a x m g o a l s , c o m p o n e n t s , a n d p r e f e r e n c e s f o r p e r f o r m a n c e m e a s u r e s . T h e s u r v e y f i n d i n g s a r e d e s c r i b e d i n c h a p t e r e i g h t . 8 . T h e c o m b i n e d i n f o r m a t i o n f r o m t h e l i t e r a t u r e r e v i e w s a n d t h e s u r v e y w e r e u s e d t o p r o p o s e . r e c o m m e n d a t i o n s f o r a n e v a l u a t i o n m o d e l w h i c h i s d e s c r i b e d i n c h a p t e r n i n e . , a n d r e c o m m e n d a t i o n s f o r i m p r o v e m e n t s t o thee c u r r e n t p r o g r a m s w h i c h a r e d e s c r i b e d i n c h a p t e r f o u r . 1 . 6 O r g a n i z a t i o n T h e t h e s i s i s o r g a n i z e d i n t o t w o p a r t s . P a r t o n e , c h a p t e r s o n e t o f o u r , p r o v i d e s t h e r e a d e r w i t h a n u n d e r s t a n d i n g o f t h e s t a t e o f t h e a r t i n d o w n t o w n r e v i t a l i z a t i o n . C h a p t e r o n e i n t r o d u c e s t h e r e s e a r c h p r o b l e m . C h a p t e r t w o d e s c r i b e s the? d e v e l o p m e n t o f d o w n t o w n r e v i t a l i z a t i o n p r o g r a m s a n d c u r r e n t r e v i t a l i z a t i o n p r a c t i c e s i n 6 8 C a n a d i a n c o m m u n i t i e s . C h a p t e r t h r e e d e s c r i b e s t h e p r o g r a m c o m p o n e n t s o f t h e f i v e r e v i t a l i z a t i o n p r o g r a m s u n d e r s t u d y . C h a p t e r f o u r c o n c l u d e s w i t h r e c o m m e n d a t i o n s f o r i m p r o v e m e n t s t o the? p r o g r a m s , b a s e d o n a n a n a l y s i s o f t h e p r o g r a m m a t e r i a l a n d t h e s u r v e y f i n d i n g s . T h e s e r e c o m m e n d a t i o n s p r o v i d e d i r e c t i o n f o r p r o g r a m a d m i n i s t r a t o r s u n t i l c o m p r e h e n s i v e a n d s y s t e m a t i c e v a l u a -t i o n s c a n b e c o m p l e t e d . P a r t t w o o f t h e t h e s i s , c h a p t e r s f i v e t o n i n e , e s t a b l i s h e s t h e f r a m e w o r k f o r p r o j e c t e v a l u a t i o n . C h a p t e r f i v e e x p l a i n s t h e r a t i o n a l e b e h i n d e v a l u a t i o n p l a n n i n g a n d m o r e s p e c i f i c a l l y r e c o r a -8 m e n d s a n e v a l u a t i o n r e a d i n e s s a p p r o a c h . C h a p t e r s i x a s s e s s e s the? e x i s t i n g e v a l u a t i o n s . C h a p t e r s e v e n d e s r i b e s t h e m e t h o d s o-f d a t a c o l l e c t i o n f o r t h i s s t u d y a n d t h e s t r u c t u r e o f t h e q u e s t i o n n a i r e . C h a p t e r e i g h t d e s c r i b e s t h e q u e s t i o n n a i r e f i n d i n g s r e l a t i n g t o g o a l s a n d p e r f o r m a n c e m e a s u r e s . C h a p t e r n i n e c o n c l u d e s b y i d e n t i -f y i n g a p p r o p r i a t e p e r f o r m a n c e m e a s u r e s a n d m a k e s r e c o m m e n d a t i o n s f o r p r o j e c t e v a l u a t i o n p l a n n i n g . 9 CHAPTER TWO DOWNTOWN REVITALIZATION - THE STATE OF THE ART T o g a i n s o m e p e r s p e c t i v e o n t h e d e v e l o p m e n t o-f d o w n t o w n r e v i t a l i z a t i o n p r o g r a m s i t i s n e c e s s a r y t o b r i e f l y i d e n t i f y ? w h a t t h e c o n c e p t o f \" d o w n t o w n \" m e a n s f o r t h e c o m m u n i t y \u00bb w h a t f a c t o r s h a v e c a u s e d d o w n t o w n s t o d e t e r i o r a t e , a n d w h a t a t t e m p t s h a v e b e e n m a d e t o c o m b a t t h a t d e t e r i o r a t i o n . 2 . 1 Downtown \u2014 The Heart of t h e Community D o w n t o w n i s t h e h i s t o r i c a l , s o c i a l , p h y s i c a l a n d b u s i n e s s c e n t r e o f t h e c o m m u n i t y . I t s e r v e s a m u l t i t i t u d e o f p u r p o s e s , h a v i n g m a j o r c o m p o n e n t s i n s e r v i c e s , b a n k i n g a n d f i n a n c e , g e n e r a l a n d s p e c i a l i z e d o f f i c e ? u s e s , g o v e r n m e n t , a c t i v i t i e s , e n t e r t a i n m e n t , c u l t u r a l e v e n t s , a n d r e t a i l i n g . ( A l e x a n d e r 1 9 8 6 ) R e f e r r i n g t o o v e r -o n e t h i r d o f t h e C a n a d i a n p o p u l a t i o n w h o l i v e i n c o m m u n i t i e s o f l e s s t h a n 5 0 , 0 0 0 , H a r o l d K a i m a n ( 1 9 8 5 ) w r o t e ; \" F o r m o s t o f t h e s e p e o p l e M a i n S t r e e t i s t h e p h y s i c a l , c o m m e r -c i a l , a n d s o c i a l h e a r t o f t h e i r t o w n . E v e n w i t h t h e a d v e n t o f t e l e v i s i o n , m a s s t o u r i s m , a n d g r e a t e r d a i l y m o b i l i t y , M a i n S t r e e t s t i l l f u n c t i o n s a s t h e h e a r t o f t h e i r w o r l d . H e r e a r e t h e s t o r e s , t h e s e r v i c e s , t h e r e s t a u r a n t s , a n d t h e s o c i a l c l u b s , a s w e l l a s t h e i m p o r t a n t p u b l i c b u i l d i n g s s u c h a s t h e p o s t o f f i c e a n d t h e t o w n h a l l . H e r e t o o a r e t h e s h o p k e e p e r s , b a n k e r s , l a w y e r s , a n d i n s u r a n c e a g e n t s w i t h t h e i r g e n e r a t i o n o r t w o o f f a m i l i a r i t y w i t h t h e t o w n a n d t h e i r c l i e n t s . O v e r s o m e s t o r e s a r e r e s i d e n c e s ! ! o v e r o t h e r s , m e e t i n g s - h a l l s w h e r e t h e O d d f e l l o w s o r e x e r c i s e c l a s s e s o r f i l m s o c i e t i e s m e e t . T h e t r a d i t i o n a l u s e o f t h e s t r e e t a s a s o c i a l s p a c e , a m e e t i n g g r o u n d , h a s d e f i n e d t h e i m p o r t a n c e o f M a i n S t r e e t , ( p . 3 ) M a i n S t r e e t h a s a l w a y s b e e n t h e s o c i a l h e a r t o f C a n a d a , t h e p l a c e w h e r e p e o p l e m e e t , g r e e t a n d c e l e b r a t e , \" ( p . 5) B e c a u s e o f d i f f e r i n g d e v e l o p m e n t p a t t e r n s , e c o n o m i c b a s e s , c u l t u r a l i d e n t i t i e s , a n d v a r i a t i o n s i n b u i l d i n g s m a t e r i a l s , t o w n s a c r o s s C a n a d a p o s s e s s d i s t i n c t i n d i v i d u a l c h a r a c t e r s . T h e a r c h -10 i t e c t u r e , t h e t o w n ' s l a y o u t , t h e s t r e e t n a m e s , t h e s h o p s s i g n s w i t h f a m i l y n a m e s , a l l c o n t r i b u t e t o t h e l o c a l c h a r a c t e r a n d s e n s e o f p l a c e . < K a l m a n 1 9 8 5 ) B e s i d e s p r o v i d i n g s y m b o l s o f c o m m u n i t y p r i d e a n d q u a l i t y o f l i f e , a h e a l t h y , v i t a l d o w n t o w n c a n s e r v e a n u m b e r o f o t h e r f u n c t i o n s i n a c o m m u n i t y s u c h a s I s t r e n g t h e n i n g t h e t a x b a s e , r e t a i n i n g a n d c r e a t i n g j o b s , p r o v i d i n g a v a r i e t y o f g o o d s a n d s e r v i c e s , a n d a t t r a c t i n g t o u r i s t s a n d i n v e s t o r s , 2 , 2 The Decline of Downtown S i g n s o f d o w n t o w n d e t e r i o r a t i o n b e c a m e e v i d e n t f o l l o w i n g W o r l d War I I . M a n y d o w n t o w n b u i l d i n g s w e r e i n n e e d o f r e p a i r . B u s i n e s s -e s a n d s h o p p e r s w e r e d r a w n a w a y f r o m t h e d o w n t o w n . T h e n u m b e r o f b a n k r u p t c i e s a n d v a c a n c i e s i n c r e a s e d , l e a v i n g d e a d s p a c e s a l o n g t h e o n c e - b u s t l i n g s t r e e t s . T h e f a c t o r s t h a t c o n t r i b u t e d t o t h i s d e t e r i o r a t i o n a n d t h e q u e s t i o n o f w h e t h e r o r n o t r e v i t a l i z a t i o n p r o g r a m s i n g e n e r a l a d -d r e s s t h e c a u s e s o f d e t e r i o r a t i o n i s n o t t h e f o c u s o f t h i s t h e s i s . H o w e v e r , a s u m m a r y o f s o m e o f t h e c a u s e s a p p l i c a b l e t o t h e C a n a d i a n e x p e r i e n c e i s d i s c u s s e d i n o r d e r t o p r o v i d e c o n t e x t , A r e v i e w o f l i t e r a t u r e i n d i c a t e d t h a t i n s h o r t , t h e c h a n g e s i n t h e e c o n o m y , t h e a g e o f t h e b u i l d i n g s t o c k , s u b u r b a n d e v e l o p m e n t , e x t e r n a l c o m p e t i t i o n f r o m s h o p p i n g c e n t r e s , a n d p a s s i v e m a n a g e m e n t t e c h n i q u e s , i n f l u e n c e d m a r k e t f o r c e s a n d c a u s e d a m a j o r s h i f t i n u s e s d o w n t o w n . < B o u r n e 1 9 7 8 ? H o l d s w o r t h 1 9 8 5 ? B r a m b l e t t 1 9 7 5 5 H a l l a n d W y n d a m 1 9 8 5 5 M u r p h y 1 9 7 2 ? I r c h a 1 9 8 3 5 M c K e n n a 1 9 8 6 ) P o s t w a r e c o n o m i c e x p a n s i o n c r e a t e d e m p l o y m e n t g r o w t h a n d i n c r e a s e d t h e d e m a n d f o r o f f i c e s p a c e . T h i s i n c r e a s e d d e m a n d c a u s e d I a n d v a 1 u e s t. o r i s e , p u s h i n g o u t. m a n y o f t h e r e s i d e n t i a. 1 a n d i n d u s t r i a l u s e s . T h e l o s s o f d o w n t o w n r e s i d e n t s d e p r i v e d 11 s h o p k e e p e r s o f t h e i r c a p t i v e m a r k e t . A s t h e a u t o m o b i l e b e c a m e t h e p o p u l a r m o d e o f t r a n s p o r t a t i o n ; , i t b r o u g h t n o i s e , p o l l u t i o n a n d c o n g e s t i o n . D o w n t o w n b e c a m e a l e s s p l e a s a n t l o c a t i o n t o l i v e . New h i g h w a y s p r o v i d e d e a s y a c c e s s i b i l -i t y f o r t h o s e w h o w i s h e d t o l e a v e t h e i l l s o f t h e i n n e r c i t y a n d l o c a t e i n t h e n e w l y d e v e l o p e d s u b u r b s . T h i s o u t - m i g r a t i o n w a s s o o n f o l l o w e d , a n d i n m a n y c a s e s p r e c e d e d b y , t h e d e v e l o p m e n t o f s u b u r b a n s h o p p i n g c e n t r e s . T h r e e o b v i o u s a d v a n t a g e s f o r t h e d e v e l o p e r s w e r e t h e r e s i d e n t m a r k e t , t h e a b u n d a n c e o f l a n d a n d i t s i n e x p e n s i v e n e s s a s c o m p a r e d t o d o w n t o w n p r o p e r t y . P r o m o t i o n a l s t r a t e g i e s f o r t h e s e c e n t r e s w e r e u n i f i e d , c o s t e f f e c t i v e a n d s o p h i s t i c a t e d . F o r t h e s u b u r b a n r e s i d e n t s , t h e c e n t r e s p r o v i d e d t h e c o n v e n i e n c e o f a p r o t e c t e d e n v i r o n m e n t , ample? p a r k i n g , a wide? s e l e c t i o n o f m e r c h a n d i s e , a n d t h e a b i l i t y t o d o c omp a r a t i v e s h o p p i n g . C o m p e t i t i o n f r o m s u b u r b a n m a l l s s i g n i f i c a n t l y r e d u c e d d o w n -t o w n ' s r e t a i l m a r k e t s h a r e a n d i n s o d o i n g , d r a i n e d t h e c o r e a r e a s o f m u c h o f i t s v i t a l i t y . I n t h e \" C a n a d i a n B u i l d i n g \" m a g a z i n e , B a r r i e M c K e n n a ( 1 9 8 6 ) c l a i m e d . \" F o r y e a r s M a i n S t r e e t s , b e t h e y i n B r a n d o n M a n i t o b a , o r T o r o n t o - h a v e b e e n l o s i n g g r o u n d t o s h o p p i n g c e n t r e s , w h i c h h a v e c a p t u r e d m o r e t h a n 407. o f o u r r e t a i l d o l l a r s a n d a c o r r e s p o n d i n g s h a r e o f c o m m e r c i a l d e v e l o p m e n t . , . \" < p . 2 9 ) I n a m a j o r r e v i e w o f the? i m p a c t o f r e g i o n a l s h o p p i n g c e n t e r s o n d o w n t o w n a r e a s i n s e l e c t e d s m a l l c i t i e s i n U . S . , Tom M u l l e r ( 1 9 7 8 ) p o i n t e d o u t . t h a t , r e g i o n a l m a l l s a r e e x p l i c i t l y d e s i g n e d t o b e s u b s t i t u t e s f o r c e n t r a l b u s i n e s s d i s t r i c t s . M u l l e r d e m o n s t r a t e d t h a t w i t h i n t h e t r a d e a r e a s o f s m a l l e r c i t i e s a n e w m a l l c a u s e s l o s s e s i n o l d e r r e t a i l a r e a s . M u l l e r ' s s t u d y a l s o s h o w e d t h a t r e n t s i n d o w n t o w n r e t a i l f a c i l i t i e s a r e d i r e c t e d l y r e l a t e d t o t h e l e v e l o f s a l e s . T h i s d r o p i n d o w n t o w n s a l e s u s u a l l y i m p l i e s a f u t u r e r e d u c t i o n i n r e n t a l r a t e s . T h i s i n t u r n , , r e s u l t s i n d e c r e a s e d p r o p e r t y v a l u e s a n d a s u b s e q u e n t r e d u c t i o n i n m u n i c i p a l a s s e s s m e n t a n d t a x e s , ( p . 4 - 8 ) M i c h a e l I r c h a ( 1 9 8 4 ) q u o t e d t h a t . \" B y a l l o w i n g a s h o p p i n g c e n t e r t o b e c o n s t r u c t e d i n s m a l l e r c o m m u n i t i e s , m u n i c i p a l i t i e s i n e f f e c t , g i v e a t e r r i t o r i a l f r a n c h i s e t o a d e v e l o p e r t o o p e r a t e a p r i v a t e m a r k e t p l a c e . T h e m o n o p o l i s t i c n a t u r e o f s h o p p i n g c e n t r e s , p a r t i c u l a r l y i n s m a l l e r c e n t r e s a r i s e s f r o m t h e i r s i z e a s c o m p a r e d t o t h e e x i s t i n g r e t a i l i n g s y s t e m w i t h i n t h e t r a d e a r e a . I n m a n y a r e a s , t h e i r m a g n i t u d e e f f e c t i v e l y a n t i c i p a t e s a n d s e r v e s the? c o m u n i t y ' s r e t a i l i n g n e e d s w e l l i n t o t h e f u t u r e , t h e r e b y e l i m i n a t i n g t h e v i a b i l i t y o f a l t e r n a t i v e f o r m s o f r e t a i l i n g . \" ( p . 4 0 ) W h i l e s h o p p i n g c e n t r e s b e g a n t o p r o m o t e t h e m s e l v e s u n d e r a s i n g l e ? m a n a g e m e n t , m a n y d o w n t o w n m e r c h a n t s c o n t i n u e d t o o p e r a t e a s i f t h e y s t i l l h a d a c a p t i v e m a r k e t , w i t h l i t t l e a d v e r t i s i n g , m i n i -m a l a t t e n t i o n g i v e n t o w i n d o w d i s p l a y s , a n d i n c o n s i s t e n t s h o p p i n g h o u r s . I n t h e A l b e r t a M u n i c i p a l C o u n c i l l o r , A l d e r m a n W a y n e B u s s f r o m M e d i c i n e H a t w a s q u o t e d a s s a y i n g , \" P a r t o f t h e p r o b l e m was; o u r a t t i t u d e . We w e r e c o m p l a c e n t . \" ( S t o u t 1 9 8 5 , p . 9 ) , A n o t h e r a d v a n t a g e t h a t t h e s h o p p i n g c e n t r e h o l d s o v e r t h e d o w n t o w n a r e a i s t h e o p p o r t u n i t y t h a t s i n g l e m a n a g e m e n t , h a s t o i n t e r v e n e a n d a d j u s t t h e r e t a i l m i x . No o n e o w n s d o w n t o w n . No o n e c a n c o n t r o l t h e r e t a i l m i x . F u r t h e r m o r e , t h e i n d e p e n d e n t n a t u r e o f i n d i v i d u a l p r o p r i e t o r s ; d o e s n o t l e n d i t s e l f e a s i l y t o t h i n k i n g a n d a c t i n g c o l l e c t i v e l y . T h e d r a w i n g p o w e r o f t h e s u b u r b a n s h o p p i n g c e n t r e s h a s l e d t o a l o s s o f c o n f i d e n c e i n t h e f u t u r e r o l e o f r e t a i l b u s i n e s s d o w n t o w n . M u n i c i p a l i t i e s a t t e m p t i n g t o r e v i t a l i z a t e t h e i r d o w n -t o w n s h a v e e x p e r i e n c e d d i f f i c u l t y a t t r a c t i n g m a j o r r e t a i l d e v e l -o p m e r i t . H i g h l a n d c o s t s , p r o b l e m s a s s o c i a t e d w i t h l a n d a s s e m b l y , d i f f i c u l t s i t e a c c e s s , r e l a t i v e l y h i g h e r t a x e s , t h e a b s e n c e o f a n i n d i g e n o u s r e s i d e n t m a r k e t , a n d p a r k i n g p r o b l e m s adde?d f u r t h e r t o t h e d e v e l o p e r s ' r e l u c t a n c e t o b u i l d d o w n t o w n . ( I r c h a 1 9 S 3 , p . 3 6 ) I n o r d e r t o c o m p e t e w i t h t h e p a r k i n g c o n v e n i e n c e o f t h e s h o p p i n g c e n t r e s , d o w n t o w n b u s i n e s s e s b e g a n t o p r o v i d e a d d i t i o n a l c u s t o m e r p a r k i n g . B u i l d i n g s w e r e d e m o l i s h e d t o m a k e w a y f o r t h e p a r k i n g l o t s a n d m o r e s h o p s , s o m e w i t h s e c o n d f l o o r r e s i d e n c e s , w e r e e l i m i n a t e d . R e t a i l c o n t i n u i t y w a s g r a d u a l l y e r o d e d b y the? g a p s a l o n g t h e s t r e e t . I n s e n s i t i v e ? a r c h i t e c t u r a l d e s i g n w a s c i t e d a s a n o t h e r r e a s o n f o r d o w n t o w n d e t e r i o r a t i o n b y H a r o l d K a i m a n ( 1 9 8 5 ) . \" I f h i s t o r i c a l l y t h e b a n k w a s o n e e y e - c a t c h i n g p r e s e n c e o n M a i n S t r e e t , a n o t h e r w a s c e r t a i n l y t h e p o s t o f f i c e . The? i n i t i a l e a g e r n e s s t o p r o v i d e s y m b o l s f o r a m a t u r i n g s o c i e t y h a s g i v e n w a y t o c o n c e r n s f o r e f f i c i e n c y , a n d l i t t l e e f f o r t t o m e r g e t h e t w o . T h e i n t e r n a t i o n a l s t y l e o f a r c h i t e c t u r e w a s q u i c k l y a d o p t e d b y p u b l i c w o r k s . H a r d r e c t i l i n e a r s t r u c t u r e s w i t h b r i c k w a l l s , f l a t r o o f s , a n d l a r g e e x p a n s e s o f w i n d o w s a r o s e e v e r y w h e r e . T h e i r m o d e r n l i n e s o f t e n p r o v e d i n c o m p a t a b l e w i t h t h e t r a d i t i o n a l a r c h i t e c t u r e o f t h e s m a l l e r c o m m u n i t i e s . F e w r e s p e c t e d l o c a l m a t e r i a l s o r b u i l d i n g s i z e s a n d s h a p e s , a n d t h u s t h e y f a i l e d t o f i t c o m f o r t a b l y i n t o t h e i r e n v i r o n m e n t s . \" ( p . 4 9 ) I n a d d i t i o n , p u b l i c b u i l d i n g s h a v e b e e n r e l o c a t e d o u t s i d e t h e d o w n t o w n c o r e a r e a . T h e b a s i s o f t h e d e c i s i o n s t o m o v e h a v e b e e n e c o n o m i c , i g n o r i n g c o n c e r n f o r a t r a d i t i o n a l s e n s e o f c o m m u n i t y . ( K a i m a n 1 9 8 5 ) T h e d o m i n a t i o n o f r e t a i l t r a d e b y c h a i n s t o r e s h a s f u r t h e r -a f f e c t e d b o t h t h e p h y s i c a l a n d e c o n o m i c c l i m a t e o f d o w n t o w n b u s i n e s s d i s t r i c t s . T h e i m m e n s e b u y i n g p o w e r o f c h a i n s t o r e s e n a b l e s t h e m t o c o n t i n u a l l y u n d e r s e l l t h e i n d e p e n d e n t s . A s a r e s u l t , l o c a l b u s i n e s s e s s u f f e r a n d f a i l . C h a i n s t o r e s a l s o 1 4 e m p l o y s t a n d a r d i s e d s i g n a g e t h a t i s o f t e n i n s e n s i t i v e t o t h e i r l o c a l s e t t i n g . I n R e v i v i n g M a i n s t r e e t , , K a i man ( 1 9 8 5 ) c o m p l a i n e d that: \" T h e c h a i n s ' c o n s p i c u o u s s i g n s - w h i c h we a r e f o r c e d t o n o t i c e l o n g b e f o r e we l o o k a t t h e b u i l d i n g s - h a v e a l s o h u r t M a i n S t r e e t - T h e y c a r r y n a m e s - l o g o s - a n d c o l o u r s , t h a t a r e d i c t a t e d b y h e a d o f f i c e - M a n y c o r p o r a t e s i g n s b e a r n o r e l a t i o n s h i p t o t h e b u i l d i n g s f r o m w h i c h t h e y h a n g ? i n d e e d t h e y o f t e n d o t h e i r b e s t t o o b s c u r e t h e m -Some c h a i n s g o s o f a r a s t o h ide? t h e u p p e r f a c a d e o f t h e i r b u i 1 d i n g s b e h i n d m e t a .1 s i d i n g t h a t s e r v e s a s t. h e b a c k g r o u n d f o r g i a n t b i l l b o a r d s - A n y s e n s e o f h a r m o n y o n c e f o u n d o n M a i n S t r e e t i s s h a t t e r e d b y t h i s c o m p e t i t i o n t o b e c o n s p i c i o u s . A f u r t h e r r e s u l t i s a d e p r e s s i n g s a m e n e s s t o w n s f r o m o n e e n d o f t h e c o u n t r y t o a n o t h e r . \" ( p . 4 4 ) F i n a l l y , t h e e c o n o m i c r e c e s s i o n o f t h e 1 9 8 0 : ' s i n c r e a s e d u n e m -p l o y m e n t a n d r e d u c e d t h e s p e n d i n g p o w e r i n m a n y c o m m u n i t i e s . A s s a l e s f i g u r e s c o n t i n u e d t o d r o p , l a y o f f s a n d b u s i n e s s c l o s u r e s r e s u l t e d , c o n t r i b u t i n g f u r t h e r t o d o w n t o w n d e t e r i o r a t i o n . T h e a b o v e m e n t i o n e d f o r c e s h a v e s l o w l y a n d c o l l e c t i v e l y c h a n g e d t h e f a c e o f d o w n t o w n , p h y s i c a l l y , s o c i a l l y a n d e c o n o m i c a l l y . F o r m a n y c o m m u n i t i e s , d o w n t o w n n o l o n g e r a c t s a s t h e p r i m a r y r e t a i l c e n t r e , n o r i t i s t h e f o c u s f o r s o c i a l e v e n t s . T h e r e a r e f e w e r a n d f e w e r r e a s o n s f o r p e o p l e t o m e e t a n d g r e e t a n d c e l e b r a t e o n M a i n S t r e e t -2.3 Early Attempts at Downtown R e v i t a l i z a t i o n O n e o f t h e f i r s t a t t e m p t s a t d o w n t o w n r e v i t a l i z a t i o n w a s u n d e r t a k e n o n M a g d e l e n S t r e e t i n N o r w i c h , E n g l a n d i n 1 9 5 5 - T h e b u i l d i n g s o n M a g d e l e n S t r e e t w e r e d e l a p i d a t e d a n d t h e b u s i n e s s c l i m a t e w a s l e t h a r g i c . C o n c e r n f o r s t r e e t s l i k e M a g d a l e n m o t i v a t e d t h e B r i t i s h C i v i c T r u s t , a n a t i o n a l p r e s e r v a t i o n c h a r i t y , t o b r o a d e n i t s m a n d a t e t o i n c l u d e t h e p r e s e r v a t i o n o f s t r e e t s c a p e s . I n a d e s c r i p t i o n o f t h e p r o j e c t , J a c q u e s D a l i b a r d ( 1 9 8 5 ) w r o t e : 1 5 \" W i t h i n a y e a r o f t h e p r o j e c t ' s l a u n c h , s i x t y - s i x p r o p e r t i e s w e r e r e p a i n t e d i n c o - o r d i n a t e d c o l o u r s ? t w e n t y - t w o u n s i g h t l y b i l l b o a r d s w e r e r e m o v e d ? s e v e n t e e n s i g n b o a r d s w e r e r e d e s i g n e d s i x l a m p s t a n d a r d s w e r e r e p l a c e d ? a c h u r c h w a s f l o o d l i t ? o v e r h e a d w i r i n g w a s b u r i e d ? b u s s h e l t e r s w e r e m a d e m o r e a t t r a c t -i v e ? a n d a n e m p t y p a r k i n g l o t w a s t u r n e d i n t o a a l i t t l e c i t y p a r k . When t h e f a c e - l i f t i n g w a s c o m p l e t e , m o s t o b s e r v e r s a g r e e d t h a t t h e T r u s t ' s f i r s t , t e n t a t i v e a t t e m p t t o p r e t t i f y a M a i n S t r e e t w a s a s u c c e s s . T h i s i n i t i a l s u c c e s s e n c o u r a g e d i m i t a t i o n . \" < p . 5 8 ) I n t h e f o l l o w i n g y e a r s m o r e t h a n f o u r h u n d r e d s i m i l a r p r o j e c t s w e r e u n d e r t a k e n t h r o u g h o u t B r i t a i n . D u r i n g t h e f i f t i e s a n d s i x t i e s t h e a p p r o a c h t o r e v i t a l i z a t i o n i n C a n a d a a n d t h e U n i t e d S t a t e s w a s u r b a n r e n e w a l . T h i s m e t h o d w a s a b a n d o n e d a s t h e e f f e c t s t h a t l a r g e s c a l e l a n d c l e a r a n c e a n d r e b u i l d i n g s h a d u p o n r e s i d e n t s b e c a m e e v i d e n t . B y t h e m i d 1 9 6 0 ' s s c h e m e s l i k e t h e o n e s i n B r i t a i n h a d b e e n a d o p t e d i n N o r t h A m e r i c a . I n t h e U n i t e d E s t a t e s i t b e c a m e k n o w k n o w n a s b e a u t i f :i. c a t i o n . I n C a n a d a i t b e c a m e k n o w n a s t h e N o r w i c h P I a n . M o r e t h a n t w o h u n d r e d t o w n s a n d c i t i e s , m o s t l y i n O n t a r i o , N o v a S c o t i a a n d B r i t i s h C o l u m b i a , c o m p l e t e d s i m i l a r p l a n s . A n o t h e r N o r w i c h - l i k e p l a n , u n d e r t a k e n i n A l b e r t a , w a s c a l l e d M a i n S t r e e t A l b e r t a . T h e f i f t e e n m i l l i o n d o l l a r p r o j e c t , s p o n s o r e d b y t h e C a l g a r y - b a s e d D e v o n i a n G r o u p , p r o v i d e d l a n d s c a p i n g , s t r e e t f u r n i -t u r e , p o c k e t p a r k s , a n d t h e f a c e - l i f t i n g o f s o m e b u i l d i n g s . ( D a l i b a r d 1 9 8 5 ) B e t w e e n 1 9 7 8 a n d 1 9 8 0 p r o v i n c i a l r e v i t a l i z a t i o n p r o g r a m s w e r e e s t a b l i s h e d i n a l m o s t a l l t h e p r o v i n c e s . I n i t i a l l y , t h e p r o g r a m s f o c u s e d o n s u p p o r t i n g p h y s i c a l i m p r o v e m e n t s . U n f o r t u n -a t e l y , t h e a p p r o a c h w a s t o o s i m p l i s t i c t o r e p a i r t h e c o m p l e x p r o b l e m s i n m a n y d o w n t o w n s . I n t h e w o r d s o f D a l i b a r d ( 1 9 8 5 ) : \" \u201e \u201e . b e a u t i f i c a t i o n p r o j e c t s . . . w e r e d e s t i n e d t o b e d i s a p -p o i n t i n g . W i t h t h e a d v a n t a g e o f h i n d s i g h t i t i s e a s y 1 6 T O P O I N T B U T T H A T I N A F U N D A M E N T A L W A Y T H E B E A U T I F I C A T I O N E X P E R I M E N T S I M P L Y D I D N A T W O R K , , F R O M T H E B E G I N N I N G , P R E T T I F I C A T I O N W A S B A S E D O N T H E P R E M I S E T H A T A L L T H A T W A S N E C E S S A R Y T O R E S U C I T A T E A C E N T R A L S H O P P I N G C O R E W A S A C O S M E T I C F I X - U P . B E C A U S E I T U N D E R E S T I M A T E D T H E C O M P L E X I T Y O F A C O M M U N I T Y , T H E S C H E M E W A S D O O M E D T O F A I L U R E . T H E U N D E R L Y I N G P R O B L E M S F A C I N G M A N Y D O W N T O W N D I S T R I C T S H A D N O T B E E N A D D R E S S E D . \" < P . 5 9 ) 2 . 4 C u r r e n t R e v i t a l i z a t i o n Theory - A More Comprehensive Approach I N O R D E R T O R E S P O N D T O T H E C O M P L E X I T I E S O F D O W N T O W N D E T E R I O R A -T I O N , R E V I T A L I Z A T I O N A P P R O A C H E S B E C A M E M O R E C O M P R E H E N S I V E A N D S O P H -I S T I C A T E D . I N A D D I T I O N T O I M P R O V I N G T H E P H Y S I C A L E N V I R O N M E N T , T H E P R O G R A M S A C K N O W L E D G E D T H E I M P O R T A N C E O F A B R O A D R A N G E O F A C T I V I T I E S I N C L U D I N G , I M P R O V I N G T H E O R G A N I Z A T I O N A L D E V E L O P M E N T O F T H E B U S I N E S S C O M M U N I T Y , C O M P L E T I N G A M A R K E T I N G A N A L Y S I S , D E V E L O P I N G P R O M O T I O N A L S C H E M E S , R E C R U I T I N G C O M P L E M E N T A R Y B U S I N E S S E S , U P G R A D I N G B U S I N E S S S K I L L S , I M P R O V I N G P U B L I C R E L A T I O N S , D E V E L O P I N G N O N - R E T A I L A C T I V I T Y G E N E R A T O R S , E S T A B L I S H I N G P O L I C I E S T O C O N T R O L P E R I P H E R A L S H O P P I N G C E N T R E D E V E L O P M E N T , A N D F U N D R A I S I N G . T H E ? C U R R E N T A P P R O A C H T O D O W N T O W N R E V I T A L I Z A T I O N F O C U S S E S O N F O U R E L E M E N T S . O R G A N I Z A T I O N , P R O M O T I O N , E C O N O M I C D E V E L O P M E N T A N D P H Y S I C A L I M P R O V E M E N T . A M O R E D E T A I L E D E X A M I N A T I O N O F T H I S C O M P R E H E N S I V E A P P R O A C H I S D E S C R I B E D B E L O W . T H E F O L L O W I N G D E S C R I P T I O N I S B A S E D O N T H E W R I T E R ' S E X P E R I E N C E I N D O W N T O W N R E V I T A L I Z A T I O N A N D C O N S E N S U S O F T H O S E W O R K I N G I N T H E F I E L D . 2 . 4 . 1 P l a n n i n g and O r g a n i z a t i o n a l Development I D E A L L Y , T H E P L A N N I N G P R O C E S S S H O U L D I N V O L V E T H E P A R T I C I P A T I O N O F I N T E R E S T E D C O M M U N I T Y G R O U P S , B U S I N E S S R E P R E S E N T A T I V E S , P R O P E R T Y O W N E R S , D E V E L O P E R S , M U N I C I P A L O F F I C I A L S , P R O V I N C I A L S T A F F F R O M T H E ? R E V I T A L I Z A T I O N P R O G R A M S , A N D E C O N O M I C D E V E L O P M E N T O F F I C E R S . I N M O S T C A S E S , T H E P L A N N I N G I S I N I T A T E D B Y E I T H E R A F E W I N T E R E S T E D 17 m e r c h a n t s o r tay t h e m u n i c i p a l i t y . C o n s u l t a n t s a r e c o m m o n l y h i r e d t o d r a w u p a. p l a n f o r a p p r o v a l b y t h e p r o p e r t y o w n e r s a n d t h e m u n i c i p a l i t y . B e f o r e a p r o p o s a l c a n b e d e v e l o p e d , t h e p a r t i c i p a n t s h a v e n u m b e r o f p l a n n i n g t a s k s t o c o m p l e t e . T h e s e i n c l u d e ; a s s e s s i n g t h e s t r e n g t h s a n d w e a k n e s s e s o f t h e d o w n t o w n , i d e n t i f y i n g t h e e x i s t i n g a n d p o t e n t i a l c o n s u m e r b a s e a n d t h e c o m p e t . i t i o n , a n d e s t a b l i s h i n g c l e a r a n d s p e c i f i c o b j e c t i v e s . T h e p l a n s h o u l d p r o p o s e a c t i o n s t h a t w i l l s a t i s f y s h o r t a n d l o n g t e r m o b j e c t i v e s , a n d s h o u l d p r o v i d e d e t a i l e d i m p l e m e n t a t i o n s t r a t e g i e s . T h e c o s t o f t h e p l a n s h o u l d b e w i t h i n t h e f i n a n c i a l m e a n s o f t h e c o m m u n i t y . P e r f o r m a n c e m e a s u r e s s h o u l d b e i d e n t i f i e d i n a d v a n c e s o t h a t p r o g r e s s c a n b e m o n i t o r e d a n d c o r r e c t i v e a c t i o n t a k e n w h e r e n e c e s s a r y a s t h e p l a n i s i m p l e m e n t e d . T o i m p l e m e n t , t h e p l a n , t h e r e v i t a l i z a t i o n c o m m i t t e e r e q u i r e s a s t a b l e f i n a n c i a l b a s e , c a p a b l e l e a d e r s h i p , a n d b r o a d - b a s e d c o m m i t -m e n t . I n o r d e r t o f a c i l i a t e s t a b l e f u n d i n g , e i g h t p r o v i n c e s h a v e p a s s e d l e g i s l a t i o n t h a t e n a b l e s m u n i c i p a l i t i e s t o g r a n t m o n i e s t o b u s i n e s s o r g a n i z a t i o n s f o r t h e p u r p o s e o f d o w n t o w n r e v i t a l i z a t i o n . M u n i c i p a l i t i e s r e c o v e r t h e f u n d s t h r o u g h e i t h e r t h e b u s i n e s s o r p r o p e r t y t a x s y s t e m . A l l o f t h e p r o p e r t y o w n e r s o r b u s i n e s s o w n e r s w i t h i n t h t e d e s i g n a t e d a r e a p a y a s h a r e o f t h e c o s t o f t h e r e v i t a l -i z a t i o n s c h e m e . T h e d e s i g n a t e d a r e a s a r e c a l l e d e i t h e r b u s i n e s s i m p r o v e m e n t s a r e a ( B I A s ) , b u s i n e s s i m p r o v e m e n t z o n e s < B R Z s ) , o r b u s i n e s s i m p r o v e m e n t d i s t r i c t s < B I D s ) . E a c h o r g a n i z a t i o n h a s a n e l e c t e d o r a p p o i n t e d B o a r d o f M a n a g e m e n t . T h e f u n d s c a n b e u s e d f o r p r o m o t i o n s c h e m e s , b e a u t i f i c a t i o n p r o j e c t s , m a n a g e m e n t , 18 r e s e a r c h , a d v e r t i s i n g , p r o p e r t y a c q u i s i t i o n a n d d e v e l o p m e n t . T h e l e g i s l a t i v e p o w e r s v a r y i n t h t e d i f f e r e n t p r o v i n c e s . ( S e e c h a p t e r t h r e e ) N e v e r t h e l e s s , t h i s f u n d i n g m e c h a n i s m c a n p r o v i d e s o m e s t a b i l i t y f o r f i n a n c i a l p l a n n i n g a n d t h e o p p o r t u n i t y o f m o u n t i n g s i g n i f i c a n t p r o g r a m s . T o e x p e d i t e t h e i m p l e m e n t a t i o n o f a r e v i t a l i z a t i o n s t r a t e g y B a r n a r d a n d A s s o c i a t e s r e c o m m e n d a n u m b e r o f m a n a g e m e n t t e c h n i q u e s i n t e n d e d t o i m p r o v e o r g a n i z a t i o n a l s t r e n g t h . T h e i m p r o v e m e n t s c o n c e r n : t h e s e l e c t i o n o f b o a r d m e m b e r s , t h e u s e s o f c o m m i t t e e ? p r o c e s s e s , t h e i m p o r t a n c e o f i n t e r n a l c o m m u n i c a t i o n , t h e e s t a b l i s h m e n t o f w e l l d e f i n e d f i n a n c i a l s y s t e m s , t h e u t i l i z a t i o n o f v a r i o u s c o m m u n i t y r e s o u r c e s , t h e v a l u e o f f u l l t i m e m a n a g e m e n t , a n d t h e b e n e f i t s o f b u s i n e s s i m p r o v e m e n t , a r e a l e g i s l a t i o n . ( B a r n a r d 1 9 3 3 , 1 9 8 5 ) B a r n a r d ' s s u g g e s t i o n s a r e s u m m a r i z e d i n a p p e n d i x A . 2 . 4 . 2 Promotion A k e y c o m p o n e n t o f d o w n t o w n r e v i t a l i z a t i o n i s i n n o v a t i v e p r o m o t i o n . T h e t o w n ' s i n t e r e s t g r o u p s s h o u l d w o r k t o g e t h e r i n o r d e r t o p r o m o t e a p o s i t i v e i m a g e t o l o c a l r e s i d e n t s a n d t h e s u r r o u n d i n g r e ? g i o n . I n o r d e r t o e f f e c t i v e l y t a r g e t p r o m o t i o n a l c a m p a i g n s , t h e b u s i n e s s c o m m u n i t y h a s t o d e f i n e a n d a n a l y z e i t s m a r k e t . I n i t i a l l y t h e c o m m u n i t y ' s b u s i n e s s c o m p o s i t i o n s h o u l d b e i d e n t i f i e d . T h e n a p r o f i l e o f t h e i r c o n s u m e r s a n d a n a s s e s s m e n t o f t h e c o m p e t i t i o n s h o u l d b e d e s c r i b e d b y c o l l e c t i n g i n f o r m a t i o n s u c h a s : a g e , s e x , i n c o m e r a n g e , s h o p p i n g . p a t t e r n s , w o r k p l a c e , a n d r e s i d e n t i a l n e i g h b o u r h o o d . A c o n s u m e r s u r v e y c o u l d p r o v i d e ? f u r t h e r i n f o r m a t i o n r e g a r d i n g c o n s u m e r d e m a n d . An u n d e r s t a n d i n g o f t h e e x i s t i n g a n d p o t e n t i a l c o n s u m e r b a s e p r o v i d e s t h e b a s i s f o r t a r g e t t i n g p r o m o -19 p r o m o t i o n s . B e c a u s e o f t h e s t r e n g t h o f f r i n g e s h o p p i n g c e n t r e s , s o m e c o m m u n i t i e s h a v e a d o p t e d a n i c h e m a r k e t i n g a p p r o a c h , p r o m o t i n g t h e i r d o w n t o w n a s a c e n t r e f o r c u l t u r e , e n t e r t a i n m e n t , t o u r i s m , o r s p e c i a l t y s h o p p i n g . 2 . 4 . 3 Economi c Development T h e t h i r d e l e m e n t d i s c u s s e d i n d o w n t o w n r e v i t a l i z a t i o n l i t e r a t u r e r e l a t e s t o e c o n o m i c d e v e l o p m e n t . E c o n o m i c d e v e l o p m e n t a c t i v i t i e s a r e i n t e n d e d t o b u i l d u p t h e r e s o u r c e s d o w n t o w n a n d s u b s e q u e n t 1 y , d r a w m o r e p e o p l e t o t h e p r o j e c t a r e a . T h e m e t h o d s s u g g e s t e d f o r b u i l d i n g t h e r e s o u r c e s i n c l u d e , b u s i n e s s r e c r u i t m e n t p r o g r a m s , t h e i n t r o d u c t i o n o f p u b l i c a m e n i t i e s a n d f a c i l i t i e s , a n d t o u r i s m a c t i v i t i e s . E c o n o m i c d e v e l o p m e n t , a s i t r e l a t e s t o d o w n t o w n r e v i t a l -i z a t i o n , w a s d e s c r i b e d i n E c o n o m i c D e v e l o p m e n t o n M a i n S t r e e t ( 1 9 S S ) a s : \" t h e b r o a d e n i n g a n d d i v e r s i f i c a t i o n o f t h e r e t a i l a n d s e r v i c e s m i x i n t h e d o w n t o w n t h r o u g h p h y s i c a l l a n d d e v e l o m e n t o r b y a t t r a c t i n g o r e n c o u r a g i n g n e w v e n t u r e s t o t h e d o w n t o w n . ( p . 3 ) C o m m e r c i a l a r e a s t h a t a r e i n nc?ed o f r e v i t a l i z a t i o n o f t e n h a v e n u m e r o u s v a c a n c i e s . T h e s e v a c a n c i e s d e s t r o y r e t a i l c o n t i n u i t y a l o n g t h e s t r e e t . B y f i l l i n g t h o s e v a c a c i e s , t h e s t o c k o f g o o d s a n d s e r v i c e s i s e x p a n d e d . O n c e t h e b u s i n e s s o r g a n i z a t i o n h a s d e t e r m i n e d w h i c h g o o d s a n d s e r v i c e s a r e i n d e m a n d , e f f o r t i s p u t i n t o r e c r u i t i n g a p p r o p r i a t e b u s i n e s s e s . B r o c h u r e s a n d t e n a n t s e a r c h c o m m i t t e e s c a n b e u s e d t o a t t r a c t b u s i n e s s e s . A b r o c h u r e c a n o u t l i n e t h e b e n e f i t s o f t h e b u s i n e s s a r e a a n d d e s c r i b e t h e a v a i l a b l e s p a c e s , a m e n i t i e s , r e n t a l r a t e s ; , t r a f f i c v o l u m e s ; , t a x e s , l e a s i n g c o n d i t i o n s , a n d c o n t a c t p e r s o n s f o r 20 t h e p r o j e c t a r e a . T h i s i n f o r m a t i o n c a n b e s u p p l e m e n t e d w i t h a d e s c r i p t i o n o f t h e p o p u l a t i o n b a s e a n d t h e p r o m o t i o n a l s t r a t e g i e s o f t h e b u s i n e s s o r g a n i z a t i o n . I n a d d i t i o n , t e n n a n t s e a r c h c o m m i t t e e s c a n b e e s t a b l i s h e d t o a c t i v e l y r e c r u i t b u s i n e s s e s . T h e c o m m i t t e e c o u l d i n c l u d e m u n i c i p a l r e s p r e s e n t a t i v e s , b u s i n e s s p e o p l e , a n d r e a l e s t a t e a g e n t s . T h e b e s t s o u r c e o f p o t e n t i a l n e w r e t a i l e r s i s t h e p o o l o f e x i s t i n g r e t a i l e r s , w h o may w i s h t o e x p a n d o r d i v e r s i f y . O t h e r s o u r c e s a r e t r a d e m a g a z i n e s o r s i m p l y t h e y e l l o w p a g e s . < H o l d s w o r t h 1 9 8 5 , p . 2 1 6 ) A f e w c i t i e s s u c h a s W i n n i p e g , E d m o n t o n , a n d S t . J o h n ' s , h a v e u n d e r t a k e n m a j o r d e v e l o p m e n t p r o j e c t s a s p a r t , o f t h e i r r e v i t a l i z a -t i o n s c h e m e . H o w e v e r , t h e i n c l u s i o n o f t h e s e t y p e s o f i n i t i a t i v e s i n r e v i t a l i z a t i o n p r o j e c t s i s r a r e . O n e o f t h e a s s u m p t i o n s o f s u c h p r o j e c t s i s t h a t p u b l i c a m e n i t i e s s u c h a s a p a r k , o r f a c i l i t i e s , s u c h a s a l i b r a r y o r s h o p s , w i l l a c t a s a n a n c h o r f o r t h e d o w n t o w n a r e a . T h e p r o g r a m g u i d e m a t e r i a l r e v i e w e d p r o v i d e d l i t t l e d i r e c -t i o n f o r c l i e n t s r e g a r d i n g a n c h o r d e v e l o p m e n t s . 2 . 4 . 4 P h y s i c a l Improvements M o s t o f t h e r e v i t a l i z a t i o n p r o j e c t s i n C a n a d a h a v e f o c u s e d o n p h y s i c a l i m p r o v e m e n t s a s t h e f i r s t a c t i v i t y i n t h e r e v i t a l i z a t i o n p r o c e s s . I n t h e r e p o r t p r e p a r e d f o r t h e O n t a r i o M i n i s t r y o f M u n i c i p a l A f f a i r s , B a r n a r d < 1 9 8 5 ) o f f e r e d t h e f o l l o w i n g a d v i c e . \" I n o u r v i e w , a d o w n t o w n o r g a n i z a t i o n s t r i v i n g f o r e x c e l l e n c e w i l l m a x i m i z e i t s r e t u r n s b y a n e a r l y f o c u s o n p h y s i c a l i m p r o v e m e n t s . T h e i m p o r t a n t o b j e c t i s t o c o m m u n i c a t e t o t h e p u b l i c a n d t h e o r g a n i z a t i o n s ' m e m b e r s t h a t \" s o m e t h i n g \" i s d i f f e r e n t . \" < p . 1 . 1 5 ) O n l y t h e A l b e r t a n p r o g r a m l i t e r a t u r e c a u t i o n e d a g a i n s t a s s u m i n g p h y s i c a l i m p r o v e m e n t s s h o u l d b e u n d e r t a k e n , a n d a d v i s e d c o m m u n i t i e s t o c o n s i d e r p r o m o t i o n a n d m a r k e t i n g i n i t i a l l y . ( A l b e r t a M u n i c i p a l A - f f a i r s - T e c h n i c a l R e s o u r c e 1 , 1 9 8 6 ) N u m e r o u s e x a m p l e s o f d o w n t o w n p h y s i c a l r e v i t a l i z a t i o n a p p r o a c h e s a r e e v i d e n t a c r o s s C a n a d a . T h e m a j o r i t y a r e s t r e e t b e a u t i f i c a t i o n p r o j e c t s i n w h i c h i m p r o v e m e n t s h a v e b e e n m a d e t o t h e s i d e w a l k s , l i g h t i n g , a n d l a n d s c a p i n g . Some p r o j e c t s h a v e p r o v i d e d s e a t i n g , m i n i - p a r k s o r s o m e f o r m o f p u b l i c s p a c e , o r s p e c i a l f e a t u r e s s u c h a s e n t r a n c e g a t e s , t o w n s i g n s , c l o c k s , c o m m u n i t y b u l l e t i n b o a r d s o r b a n d s t a n d s . O t h e r d e s i g n e l e m e n t s s u c h a s b a n n e r s , u n i q u e s t r e e t s i g n a g e , f l a g s , o r a r e p e t i t i o n o f a c o l o r h a v e b e e n u s e d t o u n i f y a n d d e f i n e ? t h e b o u n d a r i e s o f t h e d o w n t o w n c o r e . I n s o m e c a s e s , i m p r o v e m e n t s h a v e b e e n m a d e t o t h e a v a i l a b i l -i t y o f p a r k i n g a n d v e h i c u l a r a n d p e d e s t r i a n a c c e s s i b i l i t y . O n e a p p r o a c h t o s t r e e t , b e a u t i f i c a t i o n , i n w h i c h a s t r e e t t h e m e i s a r t i f i c a l l y i m p o s e d u p o n t h e s t r e e t s c a p e w a s c r i t i z e d i n T e c h n i c a l R e s o u r c e 1 ( A l b e r t a M u n i c i p a l A f f a i r s 1 9 8 6 ) . \" 'One a p p r o a c h w h i c h h a s p r o v e n p o p u l a r b u t h a s m e t w i t h w i t h l i m i t e d s u c c e s s , i s t h e d e v e l o p m e n t o f a \" t h e m e \" v i l l a g e , s u c h d e v e l o p m e n t , h o w e v e r , m u s t b e a p p r o a c h e d w i t h c a u t i o n a n d m u s t b e a p p r o p r i a t e t o t h e r e g i o n a n d l o c a l h i s t o r y o f t h e a r e a . O t h e r w i s e , d o w n t o w n may s u f f e r a l o s s o f i t s s e n s e o f c o m m u n i t y a n d t r a d i t i o n . \" ( p . 1 8 7 ) M a n y c o m m u n i t i e s h a v e u n d e r t a k e n f a c a d e i m p r o v e m e n t s . The? n a t u r e o f t h i s u p g r a d i n g h a s r a n g e d f r o m s i m p l e p a i n t a n d a w n i n g s c h e m e s t o h e r i t a g e r e s t o r a t i o n p r o j e c t s . L i t e r a t u r e o n t h e s u b -j e c t s u g g e s t s t h a t s u c c e s s f u l e x a m p l e s o f f a c a d e i m p r o v e m e n t s a r e t h o s e t h a t b u i l d u p o n a n d r e s p e c t e x i s t i n g a r c h i t e c t u r a l r e s o u r c e s , ( H o l d s w o r t h 1 9 8 5 , M i n t z 1 9 7 7 ) I n H e r i t a g e C a n a d a ' s b o o k , R e v i v i n g M a i n S t r e e t , ( 1 9 8 5 ) J o h n S t e w a r t , s t a t e d t h a t . \" F a c a d e d e s i g n s s h o u l d r e s t o r e t h e i n t e g r a l f e a t u r e s o f t h e b u i l d i n g s , n o t s i m p l y m a k e t h e s t o r e - f r o n t l o o k q u a i n t o r cu te? b y a d d i n g p e r i o d m o t i f s o r o t h e r g i m m i c k s , ( p . 187\") 22 When r e h a b i l i t a t i n g a s t o r e f r o n t , new m a t e r i a l s may be i n t r o d u c e d but t h e manner i n which t h e y a r e u s e d s h o u l d r e s p e c t t h e c o m p o s i -t i o n and l i n e s o f t h e o r i g i n a l b u i l d i n g s . To r e s t o r e harmony i n t h e s t r e e t s c a p e , r e n o v a t i o n s and new d e v e l o p m e n t s h o u l d be d e s i g n e d i n a manner s e n s i t i v e t o t h e d ominant a r c h i t e c t u r a l f e a t u r e s on the? s t r e e t . In o r d e r t o e n s u r e t h i s s e n s i t i v i t y , t h e o f f i c a l community p l a n s h o u l d be ammended t o i n c l u d e d e s i g n g u i d e l i n e s r e g u l a t i n g a r c h i t ec turaI e1ement s. T h i s c o n c l u d e s t h e d e s c r i p t i o n of c u r r e n t downtown r e v i t a l i z a t i o n t h e o r y . T h i s c o m p r e h e n s i v e a p p r o a c h t o downtown r e v i t a l i z a t i o n can be a p p l i e d i n s m a l l towns a s w e l l a s i n c o m m e r c i a l a r e a s w i t h i n l a r g e r u r b a n c e n t e r s . 23 2 . 5 C u r r e n t P r a c t i c e s i n Downtown R e v i t a l i z a t i o n T h e a p p r o a c h e s t o d o w n t o w n r e v i t a l i z a t i o n d e s c r i b e d i n t h e p r e c e e d i n g s e c t i o n w e r e t h o s e a d v o c a t e d i n p r o g r a m g u i d e s a n d r e v i t a l i z a t i o n l i t e r a t u r e . I n o r d e r t o g a i n s o m e u n d e r s t a n d i n g o f c u r r e n t r e v i t a l i z a t i o n p r a c t i c e s i n C a n a d i a n c o m m u n i t i e s t h e w r i t e r s u r v e y e d o n e h u n d r e d a n d e l e v e n c o m m u n i t i e s t h a t h a d p a r t i c i p a t e d i n r e v i t a l i z a t i o n p r o g r a m s b e t w e e n 1 9 8 0 a n d 1 9 8 5 . I n t h e w r i t e r ' s 1 9 8 7 s u r v e y , t h e b u s i n e s s a n d m u n i c i p a l r e s p o n d e n t s w e r e a s k e d t o s e l e c t f r o m a l i s t o f a c t i v i t i e s a n d i m p r o v e m e n t s ; f i r s t t h o s e a c t i o n s t h a t d i d o c c u r i n t h e i r c o m m u n i t y p a r t o f t h e r e v i t a l i z a t i o n p r o g r a m , a n d t h e n t h o s e a c t i v i t i e s a n d i m p r o v e m e n t s t h a t t h e y f e l t s h o u l d h a v e o c c u r r e d , o r s h o u l d have? b e e n e m p h a s i z e d m o r e . T h e r e s u l t s o f t w o o t h e r s u r v e y s c o m p l e t e d b y t h e O n t a r i o M i n i s t r y o f M u n i c i p a l A f f a i r s a r e d i s c u s s e d t o p r o -v i d e f u r t h e r i n s i g h t i n t o c u r r e n t r e v i t a l i z a t i o n p r a c t i c e s . The? d e s c r i p t i o n o f t h e s e r e v i t a l i z a t i o n p r a c t i c e s w i l l be? a g a i n p r e s e n t e d u n d e r t h e h e a d i n g s o f . o r g a n i z a t i o n , p r o m o t i o n , e c o n o m i c d e v e l o m e n t , a n d p h y s i c a l i m p r o v e m e n t s . C h a p t e r t w o c o n c l u d e s w i t h a s u m m a r y o f t h e s e p r a c t i c e s a n d a d e s c r i p t i o n o f k e y c o m p o n e n t s f o r s u c c e s s f u l r e v i t a l i z a t i o n . 2 . 5 . 1 O r g a n i z a t i o n a l A c t i v i t i e s t h a t O c c u r r e d T a b l e o n e i l l u s t r a t e s t h e r e s u l t s o f t h e w r i t e r ' s 1 9 8 7 s u r v e y . T h e m a j o r i t y o f r e s p o n d e n t s c l a i m e d t h a t t h e y h a d e s t a b l i s h e d c o m m i t t e e s , h a d e x p e r i e n c e d i n c r e a s e d m u n i c i p a l s u p p o r t a n d h a d h i r e d a c o o r d i n a t o r . J u s t o v e r o n e h a l f c l a i m e d t o h a v e e x p e r i e n c -e d a m o r e s u p p o r t i v e a t t i t u d e f r o m o t h e r g r o u p s . 24 T a b l e 1 O r g a n i z a t i o n a l A c t i v i t i e s t h a t O c c u r r e d 7. o f % o f % o f R e s p d s R e s p d s O r g a n i z a t i o n a l A c t i v i t y R e s p d s w i t h a w i t h No C o - o r d C o - o r d - c r e a t i o n o f c o m m i t t e e s f o r d e s i g n , p r o m o t i o n 807. 877. 667. - e x p e r i e n c e d i n c r e a s e d a t t e n d a n c e a t m e e t i n g s 467. 507. 387, - e x p e r i e n c e d i n c r e a s e d m u n i c i p a l s u p p o r t 77% 787. 767. - e x p e r i e n c e d i n c r e a s e d a s s o c i a t i o n m e m b e r s h i p 4 8 % 56% 38% - e x p e r i e n c e d i m p r o v e d s u p p o r t i v e a t t i t u d e 577. 677. 3 4 % f r o m o t h e r c o m m u n i t y g r o u p s - h i r e d a c o - o r d i n a t o r 65% N O T E : \" 7 . \" = P e r c e n t a g e \" R e s p d s \" = R e s p o n d e n t s \" C o - o r d \" = C o - o r d i n a t o r T a b l e 1 a l s o i l l u s t r a t e s t h e d i f f e r e n t r e s p o n s e s c o n c e r n i n g o r g a n i z a t i o n a l a c i t i v i t e s b e t w e e n t h o s e c o m m u n i t i e s w h o h a d h i r e d a c o o r d i n a t o r a n d t h o s e w h o h a d n o t . T h e a d v a n t a g e o f r e t a i n i n g a c o o r d i n a t o r a p p e a r s t o b e b e s t r e f l e c t e d i n i n c r e a s i n g a t t e n d a n c e cit. o r g a n i z a t i o n a l m e e t i n g s , e s t a b l i s h i n g c o m m i t t e e s , a n d i m p r o v i n g t h e s u p p o r t i v e a t t i t u d e o f o t h e r c o m m u n i t y g r o u p s . I m p l i c i t i n t h i s i s t h e h o p e t h a t t h e s e t h r e e f a c t o r s w i l l l e a d t o g r e a t e r p a r t i c i p a t i o n a n d u l t i m a t e l y l o n g t e r m c o m m i t m e n t o n t h e p a r t o f t h e w h o I e c: ommun i t y \u201e A p p r o x i m a t e l y s i x t y - f i v e p e r c e n t o f t h e c o m m u n i t i e s t h a t r e s p o n d e d h a d h i r e d a c o - o r d i n a t o r . T h i s p e r c e n t a g e i s b i a s e d s o m e w h a t b e c a u s e t h e a c q u i s i t i o n o f a c o o r d i n a t o r i s a r e q u i r e m e n t f o r c o m m u n i t i e s i n v o l v e d i n t h e M a i n S t r e e t P r o g r a m m e . A s w e l l , c o m m u n i t i e s w i t h a c o - o r d i n a t o r w o u l d b e m o r e l i a b l e t o r e s p o n d b e c a u s e t h e y h a v e p a i d s t a f f t o r e s p o n d t o c o r r e s p o n d e n c e . T h e r e w e r e f i f t y - o n e r e s p o n d e n t s i n t h e \" w i t h c o - o r d i n a t o r \" c a t e g o r y a n d t h i r t y i n t h e \" w i t h o u t c o - o r d i n a t o r \" c a t e g o r y . T a b l e 2 i l l u s t r a t e s t h e p e r c e n t a g e o f r e s p o n d e n t i n the? d i f -f e r e n t p r o g r a m s t h a t h i r e d c o - o r d i n a t o r f o r t h e i r r e v i t a l i z a t i o n p r o j e c t . I t w o u l d a p p e a r t h a t t h e p r o v i s i o n o f f u n d s f o r a c o - o r d i n a t o r d o e s n o t i n c r e a s e c o m m u n i t i e s ' p r o p e n s i t y f o r h i r i n g m a n a g m e n t s t a f f . T a b l e 2 Communities With C o o r d i n a t o r s P r o v i n c e o r P r o g r a m 7. o f r e s p o n d e n t s t h a t * f u n d i n g f o r h i r e d c o - o r d i n a t o r c o - o r d i n a t o r B r i t i s h C o l u m b i a 247. n o ( 1 9 8 7 ) N o v a S c o t i a 677. 507. A l b e r t a 867. n o f u n d i n g O n t a r i o 86% n o f u n d i n g M a i n S t r e e t P r o g r a m 100% ( p r o g r a m r e q u i r e m e n t ) n o f u n d i n g * d e t a i l s p r o v i d e d i n c h a p t e r t h r e e A s u r v e y c o m p l e t e d b y t h e C o m m u n i t y R e n e w a l B r a n c h o f t h e O n t a r i o M i n i s t r y o f M u n i c i p a l A f f a i r s , p r o v i d e s ; f u r t h e r i n f o r m a t i o n r e g a r d i n g c o c 3 r d i n a t i o n a n d o r g a n i z a t i o n a l d e v e l o p m e n t . T h e M i n i s t r y ' s 1 9 8 6 s u r v e y r e v e a l e d t h a t t h e l a r g e r t h e B I A w a s , t h e m o r e l i k e l y i t w a s t o h i r e a c o - o r d i n a t o r . T h e m a j o r i t y o f B I A s w i t h o v e r t w o h u n d r e d m e m b e r s h i r e d c o o r d i n a t o r s . B I A s u s u a l l y b e g a n h i r i n g p a r t t i m e s t a f f w h e n t h e i r b u d g e t s r a n g e d b e t w e e n e i g h t a n d t e n t h o u s a n d d o l l a r s . T h e f i g u r e s i n T a b l e T h r e e i l l u s t r a t e t h e r e l a t i o n s h i p b e t w e e n s i z e o f B I A a n d l i k e l i h o o d o f h i r i n g a c o - o r d i n a t o r . ( O n t a r i o M i n i s t r y o f M u n i c i p a l A f f a i r s 1 9 8 6 ) 26 T a b l e 3 C o - o r d i n a t o r \/ S i z e of BIA n u m b e r o f m e m b e r s % t h a t h i r e d a c o o r d i n a t o r 1 - 9 9 397, 1 0 0 - 1 9 9 59% 2 0 0 - 3 9 9 65% 4 0 0 + 100% I n a d d i t i o n t o t h e f i n d i n g s r e l a t e d t o c o o r d i n a t o r s t h e s u r v e y r e p o r t e d t h a t s i x t y - n i n e p e r c e n t o f t h e B I A s s u r v e y e d u s e d a t l e a s t o n e m e d i u m o f i n t e r n a l c o m m u n i c a t i o n m o n t h l y s u c h a s m e e t i n g s , n e w s l e t t e r s , o r i n f o r m a l c o n t a c t . O n l y t w e n t y - s i x p e r c e n t u s e d a l l t h r e e . T w e n t y - f o u r p e r c e n t h a d e s t a b l i s h e d a \u2022 b l o c k c a p t a i n s y s t e m . A b l o c k c a p t a i n s y s t e m i s s y s t e m i n w h i c h e a c h b l o c k d e s i g n a t e d o n e b u s i n e s s p e r s o n a s a r e p r e s e n t a t i v e . A s e c o n d r e p o r t w r i t t e n f o r t h e O n t a r i o M i n i s t r y o f M u n i c i p a l A f f a i r s ( B a r n a r d 1 9 8 5 ) i d e n t i f i e d a n u m b e r o f w e a k n e s s e s i n b u s i n e s s i m p r o v e m e n t a r e a ( B I A ) o r g a n i z a t i o n a l d e v e l o p m e n t . T h e r e p o r t s t a t e d t h a t : \" W h i l e m o s t o f t h e B I A s e x a m i n e d d o n o t h a v e f o r m a l p l a n n i n g p r o c e s s e s . , we f o u n d t h a t a l l d o h a v e b a s i c g o a l s o r a p h i l o s o p h y o n wha t , t h e B I A w a n t s t o a c h i e v e . T h e p r o b l e m ! a p p e a r s t o b e i n a r t i c u l a t i n g t h i s p h i l o s o p h y a n d i n l i n k i n g i t t o s p e c i f i c o b j e c t i v e s t o g u i d e t h e B I A o v e r t h e l o n g e r t e r m . \" ( p . 1 . 1 2 ) \" A n u m b e r o f t h e B I A s e x a m i n e d h a v e h a d p r o b l e m s w i t h m a i n t a i n i n g m a n a g e m e n t c o n t i n u i t y b e c a u s e o f a t t r i t i o n o n t h e b o a r d . H o w e v e r , o n l y a f e w have? e s t a b l i s h e d m e c h a n i s m s t o d e a l w i t h t h i s p r o b e i m . \" ( p . 2 , 6 ) \" O f t h e t e n c a s e s t u d y B I A s , o n l y t w o h a v e d e v e l o p e d f o r m a l c o n s t i t u t i o n s . \" < p . 2 \u00bb 8 ) \" T h e m a j o r w e a k n e s s we i d e n t i f i e d i n t h e b u d g e t i n g p r a c t i c e s o f o u r c a s e s t u d y i s t h e l a c k o f p r o j e c t e v a l u a t i o n a n d p l a n n i n g b e f o r e b u d g e t s a r e p r e p a r e d . M a n y B I A s a p p e a r t o b e w e a k i n t h e i r a b i l i t y t o a s s e s s a c c u r a t e l y t h e r e a l b e n e -f i t s d e r i v e d f r o m t h e i r p r o j e c t s a n d a c t i v i t i e s . T h e y a l s o 27 d o n o t e s t a b l i s h a b u d g e t f o r t h e c o m i n g y e a r o n l o n g t e r m o b j e c t i v e s . . B I A s s u f f e r f r o m a l a c k o f a c c u r a t e m a r k e t i n f o r m a t i o n t o d e t e r m i n e w h e t h e r t h e i r p r o j e c t s a r h a v i n g a n y i m p a c t . \" ( p . 2 . 1 5 ) \" N o n e h a v e s y s t e m s i n p l a c e t o a c c u r a t e l y m o n i t o r t h e e f f e c t i v e n e s s o f p r o m o t i o n a l p r o g r a m s . \"
27 6% NOTE: # = responses of those who had not h i r ed a co-ordinator The business representatives and the municipal o f f i c i a l s were generally in agreement. However, there were si gni f i cant differences concerning eight of the a c t i v i t i e s or i mp r o vemen t. s. The differences are noted by a dash in table s i x . Graph A on page 35 summarizes the responses; from the program c l i e n t s regarding which r e v i t a l i z a t i o n a c t i v i t i e s and improvements did occur and which they f e l t should have occurred and should have been emphasized more. 2.6 Summary and C o n c l u s i o n s The t y p i c a l approach to downtown r e v i t a l i z a t i o n in the communities surveyed i s not as comprehensive as the approach described in l i t e r a t u r e . However, the approach has broadened beyond physical improvements to include promotion a c t i v i t i e s and 3 4 h a s i m p r o v e d i t s o r g a n i z a t i o n a l d e v e l o p m e n t . S t r e e t b e a u t i f i c a t i o n a n d i n f r a s t r u c t u r e u p g r a d i n g c o n t i n u e t o b e a m a j o r c o m p o n e n t o f r e v i t a l i z a t i o n p r o g r a m s . W i t h t h e e x c e p -t i o n o f M a i n S t r e e t P r o g r a m c o m m u n i t i e s , h e r i t a g e r e s t o r a t i o n w a s u n d e r t a k e n b y o n l y a m i n o r i t y o f t h e r e s p o n d e n t s . I n i t i a t i v e ' s t o i n c r e a s e p a r k i n g w e r e u n d e r t a k e n b y a m i n o r i t y o f r e s p o n d e n t s . A l t h o u g h e i g h t y - s i x p e r c e n t o f t h e r e s p o n d e n t s c l a i m e d t o h a v e o r g a n i z e d p r o m o t i o n a l e v e n t s a s p a r t o f t h e i r r e v i t a l i z a t i o n s t r a t e g y , o n l y f o r t y - t w o p e r c e n t h a d u n d e r t a k e n m a r k e t i n g s t u d i e s . A l t h o u g h p a r t i c i p a t i o n i n m a r k e t i n g a n d m e r c h a n d i s i n g c o u r s e s w a s t h e s e c o n d l e a s t f r e q u e n t a c t i v i t y t h a t d i d o c c u r , i t w a s t h e t o p p r i o r i t y i n t h e \" s h o u l d o c c u r \" c a t e g o r y . T h i s a t t i t u d e w a s c o n -f i r m e d b y t h e f i n d i n g s o f t h e 1 9 8 6 O n t a r i o B I A s u r v e y w h i c h i d e n t -i f i e d i n f o r m a t i o n o n p r o m o t i o n a s t h e t h e a s s i s t a n c e m o s t f r e q u e n t -l y r e q u e s t e d , ( O n t a r i o M i n i s t r y o f M u n i c i p a l A f f a i r s 1 9 8 6 , p . 1 3 ) I t i s e v i d e n t t h a t c o m m u n i t i e s i n v o l v e d i n d o w n t o w n r e v i t a l i z a t i o n a r e n o w e a g e r t o b e m o r e i n f o r m e d a n d s k i l l e d i n c o l l e c t i v e m a r k e t -i n g a n d a n a l y s i s . T h e m a j o r i t y o f o r g a n i z a t i o n a l a c t i v i t i e s i d e n t i f i e d b y t h e r e s p o n d e n t s a s o n e s t h a t s h o u l d h a v e o c c u r r e d o r s h o u l d h a v e b e e n e m p h a s i z e d m o r e r e l a t e t o i n c r e a s i n g m e r c h a n t p a r t i c i p a t i o n a n d g e t t i n g t h e e n t i r e c o m m u n i t y t o w o r k t o g e t h e r . C o g n i z a n t o f t h e t i m e a n d s k i l l r e q u i r e d t o m u s t e r s u c h c o l l e c t i v e s u p p o r t , a n d t o o r g a n i z e p r o m o t i o n a l a c t i v i t i e s , t h e m a j o r i t y o f c o m m u n i t i e s h a v e h i r e d c o - o r d i n a t o r s o r m a n a g e r s . T h e r e s p o n s e s t o t h e w r i t e r ' s s u r v e y p r o v i d e e v i d e n c e o f t h e s i g n i f i c a n t i m p a c t t h a t c o - o r d i n - -a t o r s h a d u p o n a c o m m u n i t y ' s o r g a n i z a t i o n a l , p r o m o t i o n a l , a n d e c o n o m i c d e v e l o p m e n t a c t i v i t i e s . 35 GRAPH A ACTIVITIES THAT DID OCCUR - SHOULD HAVE OCCURRED 1007. 90 B O 70 60 50 40 30 20 10 -0- 10 20 30 40 50 607. created committees ORGANIZATION attendance at organizational meetings municipal support increased a s s o c i a t i o n membership supportive a t t i t u d e of community groups hired a co-ordinator i n f r a s t r u c t u r e upgrading PHYSICAL s t r e e t b e a u t i f i c a t i o n improved t r a f f i c c i r c u l a t i o n and access increased parking \u2022 M M M M M M M M M t O . provided public space or mini-park mmmmmmmmmmmmmmmmmmmwmmmmmmmmm Q i b u i l t anchor development shopfront upgrading wmmmmmmmmmammmmmmmmmmmmmmmmmmmmot heritage r e s t o r a t i o n wmmmmmmmmmmmmmmmmmmmmmiQt promotional events PROMOTION developed promotional material increased merchant p a r t i c i p a t i o n j o i n t a dvertising marketing courses market determination ECONOMIC DEVEL'T mwmm^mwmmmmmmmmmmm Q wmmmmmmmmmm\u2014m business recruitment tmmmmmmmmmmmmmmmowmmmmmmmmmnmwmmm 36 L e g i s l a t i o n e n a b l i n g b u s i n e s s o r g a n i z a t i o n s t o f o r m B I A s , B R Z s , o r B I D s , i s n o w a v a i l a b l e i n e i g h t p r o v i n c e s . T h i s f u n d i n g m e c h a n s i m p r o v i d e s c o m m u n i t i e s w i t h t h e o p p o r t u n i t y t o m o u n t s i g n i f i c a n t p r o m o t i o n a l p r o g r a m s , a n d p r e p a r e m u l t i - y e a r b u d g e t s . A n u m b e r o f w e a k n e s s e s h a v e b e e n i d e n t i f i e d i n t h e a r e a s o f p l a n n i n g a n d o r g a n i z a t i o n a l d e v e l o p m e n t . C o m m u n i t i e s p a r t i c i p a t i n g i n a r e v i t a l i z a t i o n p r o g r a m s l a c k s k i l l s i n a s s e s s i n g t h e r e a l b e n e f i t s o f t h e i r p r o j e c t s . A s a r e s u l t , t h e y d o n o t l i n k t h e i r b u d g e t s t o p r o j e c t e v a l u a t i o n s . Few h a v e d e v e l o p e d l o n g r a n g e p l a n s . M a n a g e m e n t c o n t i n u i t y a n d i n t e r n a l c o m m u n i c a t i o n s y s t e m s n e e d t o b e i m p r o v e d . T h e e c o n o m i c d e v e l o p m e n t c o m p o n e n t i s b y f a r t h e w e a k e s t c o m p o n e n t i n m o s t r e v i t a l i z a t i o n p r o j e c t s . A m i n o r i t y o f r e s p o n d e n t s i n d i c a t e d t h a t t h e i r c o m m u n i t y e n g a g e d i n b u s i n e s s r e c r u i t m e n t a c t i v i t i e s o r u n d e r t o o k m a r k e t d e t e r m i n a t i o n s t u d i e s . T h e M a i n S t r e e t P r o g r a m c o m m u n i t i e s w e r e t h e m o s t a c t i v e i n t h i s s e c t o r . A s w o u l d b e e x p e c t e d , c o m m u n i t i e s w i t h c o - o r d i n a t o r s w e r e m o r e l i k e l y t o b e i n v o l v e d i n e c o n o m i c d e v e l o p m e n t a c t i v i t i e s t h a n c o m m u n i t i e s w i t h o u t . T h e c o n s t r u c t i o n o f a n a n c h o r d e v e l o p m e n t , w a s s e l e c t e d b y t h e g r e a t e s t n u m b e r o f b u s i n e s s r e s p o n d e n t s a s a r e v i t a l i z a t i o n a c t i v -i t y t h a t , s h o u l d h a v e o c c u r r e d , a l t h o u g h i t w a s t h e l e a s t c o m m o n r e v i t a l i z a t i o n a c t i v i t y u n d e r t a k e n b y t h e r e s p o n d e n t s . S u c h d e v e l -o p m e n t s r e q u i r e : s u b s t a n t i a l p l a n n i n g a n d f i n a n c i a l r e s o u r c e s a n d p o s e v a r y i n g d e g r e e s o f r i s k . T h e c r e a t i o n o f d o w n t o w n d e v e l o p m e n t c o r p o r a t i o n s ; , b e t w e e n p r o p e r t y o w n e r s o r v i a p u b l i c - p r i v a t e v e n t u r e s , r e m a i n s a r e l a t i v e l y u n c o m m o n p r a c t i c e ? i n d o w n t o w n r e v i t a l i z a t i o n p r o j e c t s . 37 The survey r e s u l t s and the l i t e r a t u r e review emphasized the value of h i r i n g a co-ordinator and the importance of having the whole community work together. The survey responses i d e n t i f i e d the need for assistance in following areas. 1. long range planning; 2 . the development of marketing plans; 3. assessing program impacts, in p a r t i c u l a r the evaluation of promotional strategies, and l i n k i n g the evaluations with budget planning; and 4 . organizational development, s p e c i f i c a l l y internal communication and management continuity. The l i t e r a t u r e reviews and the survey findings i d e n t i f y the following elements as the key ingredients for successful downtown r e v i t a l i z a t i o n . 1. Clearly a r t i c u l a t e the r e v i t a l i z a t i o n goals and objectives. 2 . Budgets should be linked to the expressed goals and objectives. 3. Asses the impact of the program components and modify the components accordingly. 4 . Prepare long and short range plans. 5 . Establish a marketing plan based on sound understanding of the market forces, economic r e a l i t i e s and community conditions. 6 . Assess the e f f e c t s of each promotional strategy and alloc a t e funding in accordance with the impact of each strategy. 7 . Identify economic development opportunities for the business community and develop a detailed implementation plan. 8 . Obtain professional assistance for land use planning and design issues. Designs should be sensitive to the idigenous character of the town. Include an analysis of parking needs in the plan. 9 . The business organization should adopt a business-like approach in their operations. 38 1 0 . E f f e c t i v e i n t e r n a l c o m m u n i c a t i o n s s y s t e m s m u s t b e e s t a b l i s h e d a n d m a i n t a i n e d f o r t h e o r g a n i z a t i o n . 1 1 . F u l l t i m e m a n a g e m e n t w i l l s i g n i f i c a n t l y i n c r e a s e t h e a m o u n t o f a r e a p r o m o t i o n a n d b u s i n e s s r e c r u i t m e n t a c t i v i t y t h a t c a n b e u n d e r t a k e n . 1 2 . T h e f u n d i n g m e c h a n i s m m a d e p o s s i b l e t h r o u g h p r o v i n c i a l l e g i s l a -t i o n , c a n p r o v i d e a s t a b l e f i n a n c i a l b a s e a n d c o n s e q u e n t l y p e r m i t l o n g r a n g e f i n a n c i a l p l a n n i n g . .13. C o - o p e r a t i o n a n d c o - o r d i n a t i o n a m o n g t h e m e r c h a n t s , m u n i c i p a l g o v e r n m e n t , c o m m u n i t y g r o u p s , d e v e l o p e r s , m e d i a , r e a l t o r s a n d p r o v i n c i a l d e p a r t m e n t s i s e s s e n t i a l . 1 4 . F i n a n c i a l c o m m i t m e n t a n d c a p a b l e l e a d e r s h i p a r e c r u c i a l . CHAPTER THREE A REVIEW OF FIVE REVITALIZATION PROGRAMS 3.1 I n t r o d u c t i o n The f i v e downtown r e v i t a l i z a t i o n p r o g r a m s r e v i e w e d i n t h i s t h e s i s a r e . \"The O n t a r i o Program f o r Renewal, Improvement, Development, and Economic R e v i t a l i z a t i o n \" , \"The Nova S c o t i a Main S t r e e t Program\", \"The B r i t i s h C o l u m b i a Downtown R e v i t a l i z a t i o n Programme\", \"The A l b e r t a Downtown R e v i t a l i z a t i o n Program\", and t h e \"Main S t r e e t Canada Programme\". T h e s e p r o g r a m s p r o v i d e v a r y i n g l e v e l s o f a s s i s t a n c e t o m u n i c i p a l i t i e s and b u s i n e s s g r o u p s . T h i s a s s i s t a n c e i s e d u c a t i o n a l , f i n a n c i a l , and o r g a n i z a t i . o n a l i n n a t u r e . Program components i n c l u d e t h e f o l l o w i n g . p r o v i s i o n o f s t a f f t o g u i d e and f a c i l i t a t e d e c i s i o n - m a k i n g , c r e a t i o n and d i s t r i b u t i o n of r e s o u r c e m a t e r i a l on t o p i c s r e l a t e d t o t h e p r o c e s s o f p l a n n i n g and i m p l e m e n t i n g r e v i t a l i z a t i o n s t r a t e g i e s , p r o v i s i o n o f s t a f f o r f u n d -i n g t o h i r e c o n s u l t a n t s t o p r e s e n t w o r kshops and s e m i n a r s f o r p a r t -i c i p a n t s , o r g a n i z a t i o n o f e d u c a t i o n a l c o n f e r e n c e s and t r a i n i n g p r o g r a m s f o r c o - o r d i n a t o r s , p u b l i c a t i o n of n e w s l e t t e r s t o f a c i l i -t a t e i n f o r m a t i o n e x c h a n g e and n e t w o r k i n g , p r o v i s i o n o f f u n d s i n t h e f o r m of l o a n s and g r a n t s , and t h e p r o v i s i o n o f e n a b l i n g l e g i s l a t i o n T h i s c h a p t e r p r o v i d e s , b a c k g r o u n d i n f o r m a t i o n f o r each progrm, and a d e s c r i p t i o n o f c u r r e n t p r o g ram components, r e c o m m e n d a t i o n s f o r i mprovements f r o m program c l i e n t s , a summary o f program compon-e n t s , and c o n c l u s i o n s . The i n f o r m a t i o n was g a t h e r e d i n i t i a l l y , by r e v i e w i n g a c a d e m i c and a g e n c y l i t e r a t u r e , s e c o n d l y , by i n t e r v i e w i n g p r o g r a m d i r e c t o r s , and f i n a l l y , by s u r v e y i n g p r o g ram c l i e n t s . 40 ONTARIO'S REVITALIZATION PROGRAM 3 . 2 Background Information T h e O n t a r i o M i n i s t r y o f M u n i c i p a l A f f a i r s a n d H o u s i n g h a s d e v e l o p e d a n u m b e r o f p r o g r a m s s i n c e 1 9 7 0 i n o r d e r t o e n c o u r a g e r e v i t a l i z a t i o n . I n 1 9 7 6 t h e O n t a r i o D o w n t o w n R e v i t a l i z a t i o n P r o g r a m ( 0 D R P ) w a s i n t r o d u c e d t o e n c o u r a g e d o w n t o w n r e n e w a l a n d r e v i t a l i z a t i o n i n m u n i c i p a l i t i e s w i t h m a x i m u m p o p u l a t i o n s o f 1 2 5 , 0 0 0 . I n \" A N a t i o n a l O v e r v i e w o f C o m m e r c i a l I m p r o v e m e n t I n i t i a t i v e s \" , p u b l i s h e d f o r t h e O n t a r i o M i n i s t r y o f M u n i c i p a l A f f a i r s a n d H o u s i n g , F l e t c h e r ( 1 9 8 4 ) r e p o r t e d t h a t . \" T h e o b j e c t i v e w a s t o f i n a n c e s p e c i f i c c a t a l y s t i c d e v e l o p -m e n t p r o p o s a l s i n c o r e a r e a s t o s t i m u l a t e r e v i t a l i z a t i o n t h r o u g h m u n i c i p a l a n d p r i v a t e i n i t i a t i v e s . \" ( p . 4 3 ) T h i r t y p r o g r a m s w e r e f u n d e d , a m o u n t i n g t o . $ 5 3 , 0 2 7 , 3 0 8 . M u n i c i p a l f u n d i n g t o t a l l e d $ 2 6 , 5 3 7 , 3 9 4 , w h i l e p r i v a t e i n v e s t m e n t w a s $ 9 2 , 6 0 0 , 0 0 0 . ( F l e t c h e r 1 9 8 4 ) I n o r d e r t o s u p p o r t d o w n t o w n i m p r o v e m e n t s i n c o m m u n i t i e s o f l e s s t h a n 3 5 , 0 0 0 , t h e O n t a r i o M a i n S t r e e t R e v i t a l i z a t i o n P r o g r a m