The Town of Newmarket is preparing to invest $1 million toward attracting residents and businesses to the community, starting with a new branding strategy.
The town is establishing a reserve fund for “community and economic vibrancy,” a council priority meant to signify attracting and retaining people and businesses. Newmarket council tentatively approved the new fund Jan. 15, which will see $1 million reserved for projects like a forthcoming community rebranding effort.
CAO Ian McDougall said that with the many positive things happening in Newmarket, the initiative and branding strategy is a way to let others know about them.
“We really feel that brand strategy and implementation plan will differentiate us from others, not only in the 905 but greater southern Ontario and, quite frankly, in the country,” he said. “We want to make sure we’re bringing the most powerful tools to bear in terms of talent attraction.”
The rebranding project includes hiring a consultant for a “once in a decade” chance to market Newmarket. But staff clarified the fund be used for future projects, as well.
Newmarket Mayor John Taylor highlighted some local events, as well as the upcoming opening of Postmark Hotel and Mulock Park.
A rebranding strategy goes beyond just a new letterhead and logo, he said. It is about tourism and ensuring Newmarket has a defined message.
“We know we got something amazing here, let’s go and make sure everybody else knows it in the GTA and beyond,” Taylor said. “We need to invest in this area.”
Councillor Victor Woodhouse questioned what residents might see as a result of the investment that they would not see otherwise.
McDougall responded that it takes all the positive things about Newmarket and puts it into a clearly unified message.
“Whether you’re a resident, whether you’re a business, whether you’re a potential resident or a potential business, that you understand what Newmarket is, what the DNA of that community is,” he said. “The ultimate purpose of that is to position the community for success in the future.”
Taylor said it is a way for Newmarket to compete to bring in new businesses and people, even against neighbouring communities.
“We’re in the business of job creation,” Taylor said. “We need that tax base. We need economic vibrancy so other local businesses grow because new businesses are coming to town.”
