Thu Mar 29, 2001

Burlington eyes GTA pie
By Brent Lawson

Burlington is poised to embrace further economic good fortune, putting plans in place to fine-tune the growth pulsing through the Greater Toronto Area (GTA). A new survey has determined the city's strengths and weaknesses and the results will help develop a blueprint for the future.

The survey also uncovered some surprises. For example, Toronto's signature Bay Street financial area could one day have a new rival in Burlington.

Consultants are even suggesting Hamilton's neighbour should already be marketing itself as Canada's newest financial services district.

The industry has been identified in a new study as a rapidly expanding area of Burlington's economy for which continued strong growth is expected.

Firms in this category that have offices in Burlington include such well-known names as Financial Concept Group, Investors Group, Merrill Lynch, Nesbitt Burns and AIC Ltd., a Canadian-owned mutual funds company.

The Burlington Economic Development Commission said the in-depth research study was designed to help Burlington shape and manage the economic growth being felt across the GTA.

General manager Gayla McDonald said the outward growth of the GTA will fuel increased demand for office space and industrial accommodation in Burlington.

And she said the city is well-positioned to capture a significant share of this residential and business growth.

The study also identified software development, metal processing and steel fabrication, plus automation systems as strong sectors in which the city has a competitive advantage.

Marketing manager Cindy Porter said these types of growing local businesses will be targeted for "retention and expansion" initiatives.

"You want to communicate with these companies immediately and roll out the red carpet, cut through the red tape and make sure that expansion is happening in Burlington."

The goal is to cement a strong relationship with the company "so they don't even consider expanding anywhere else but here."

In the survey of key executives and other players in the city's economy, Burlington scored well in transportation, human resources, planning, services, taxes and quality of life. Several business leaders also commented favourably on leadership in Burlington and gave high ratings to Mayor Rob MacIsaac.

The survey by Economic Growth Solutions Inc. also noted emerging concerns about traffic gridlock, the availability and variety of building space, the Canadawide shortage of skilled labour, public transit, and the downtown.

Burlington's downtown has improved dramatically in recent years with an influx of restaurants, stores, a seniors' residence and other services adding a healthy glow to the positive character of the core area.

But there is hope that further revitalization and ambitious proposals for the adjacent waterfront parkland will add up to a livelier downtown that may be more of a draw for younger workers and even businesses.

Porter said the survey also indicates that, unlike some communities, the city doesn't suffer from an image problem. In fact, most people feel the city has no "brand" at all.

"From my perspective, as a marketing manager, that's great news. I don't have a bad image that I have to overcome."

The economic development commission will work with tourism, downtown and chamber of commerce representatives as "Team Burlington" to develop a strategy and fill in the blank canvas.

You can contact Brent Lawson by e-mail at blawson@hamiltonspectator.com or by telephone at 905-526-2463.