Overview

The Township of Centre Wellington is in the process of establishing a new Economic Development & Tourism Strategy, setting a 20-year vision for the community.

Through this work, we are seeking to define new directions, ideas and approaches to enhance economic growth, attract investment, develop Centre Wellington as a four-season visitor destination, and ensure that the opportunity continues to be a significant part of local quality of life.

Why tourism?

Tourism is a vital component of Centre Wellington's economy, supporting opportunities for entrepreneurship and community stewardship while fostering a vibrant community atmosphere. Investing in sustainable and strategic tourism development:

• Provides stability to local businesses and employment opportunities;
• Enhances the cultural and recreational offerings available to residents;
• Attracts new investments and creates new revenue streams for the Township; and
• Celebrates and works to enhance the people, places and culture of Centre Wellington.

Why economic development?

Economic development supports Centre Wellington's long-term prosperity and sustainability. Efforts include attracting and retaining businesses and investments; infrastructure development; entrepreneurship and small business support; and workforce development. These efforts work to:

• Foster a diverse and resilient economy;
• Create jobs and increase local incomes;
• Enhance public services and infrastructure; and
• Strengthen community identity and pride.

Moreover, a robust economy enhances the community’s ability to invest in social programs, education, and health services, contributing to a higher standard of living for all.

How do tourism and economic development intersect?

Tourism and economic development are deeply interconnected and mutually reinforcing. A thriving tourism sector can act as a catalyst for broader economic growth by attracting investment, creating employment opportunities, and stimulating demand for local products and services. Conversely, a strong economic foundation provides the necessary infrastructure and amenities that make Centre Wellington an attractive destination for visitors.

By integrating tourism and economic development strategies, we can maximize the benefits of both, creating a dynamic and prosperous community. Collaborative efforts will ensure that development is sustainable, inclusive, and aligned with the long-term vision for Centre Wellington, enhancing the township's appeal as a place to live, work and visit.

The overarching theme of connection and communication emphasizes the importance of fostering stronger links within the community and between its various partners. Improved communication channels, inclusive engagement and educational initiatives bridge gaps between new and existing residents, businesses, and the Municipality, enhancing collaboration and shared growth. By celebrating distinct identities, activating shared spaces and positioning the area as a cohesive hub for local and regional attractions, Centre Wellington strengthens its community fabric while increasing its appeal as a destination for visitors and investment.

Communication & engagement

There are opportunities to develop and enhance communications between the Municipality and the community, particularly around economic development and tourism. Specific themes for communication and engagement initiatives noted include events and activities, workshops, and general community information and engagement sessions. Further, there is an appetite for local-focused educational initiatives on, for example, community care and the value of tourism. Many community members enjoy being asked to provide specific input and desire more opportunities for two-way dialogue.

New resident connections

We heard there is a desire among many new residents for a central information hub about Centre Wellington and the community, noting it can be challenging to find the information they are looking for. Many businesses also express an interest in connecting with new residents, with participants suggesting that realtors and public points of contact with the Municipality could be explored as potential avenues to share more information.

Elora vs. Fergus

We heard that there is an “Elora versus Fergus” mentality in Centre Wellington, with the two towns embracing two very different narratives. In particular, while Elora sees itself as a tourism destination, Fergus does not, which is seen to create an imbalance as to which businesses benefit from the Municipality’s tourism initiatives. Many of Elora’s attractions and activities are largely arts-based—glassblowing, oil painting, and creative writing—while those in Fergus are more connected to festivals and events—the Scottish Festival, the Medieval Fair, and the Steampunk Festival. These distinctions have historically led to a disconnect, though participants recognize that there is an opportunity for Elora and Fergus to strengthen their respective appeal by leaning on each other.

Community identity

Resident survey respondents identify the mix of small towns and rural settings as the number one reason why Centre Wellington is a great place to live. We heard that there are multiple community identities (or, “local brands”) within Centre Wellington, and a clear need to consider how these can be celebrated and connected—considering rural areas and urban spaces—to bolster community identity and for tourism and economic development marketing purposes. Regardless, there is a general consensus throughout Centre Wellington that the small-town vibe and community-oriented values are core to its appeal as a place to live, work and play; holding onto this aspect is a primary concern for the community. Having limited corporate representation within the downtown areas (i.e., Starbucks) is a point of pride. Access to the river is another key part of the identity.

Connection with the business community

There is a desire and demand from the local business community—and tourism businesses, in particular—for opportunities to connect and collaborate with the Municipality. They say that, overall, there is an opportunity for the Municipality to evaluate and enhance how they work with local businesses, to deepen the impact of their investments and resources. Businesses also want to engage more with one another, building their networks, learning from each other's expertise, and creating new partnerships.

CW as a hub

While there are things to do and see in Centre Wellington, many participants suggest that it can act as a hub for visitors seeking to experience things to do in the surrounding rural and urban communities. Farm stands, wine tasting and breweries, nature-based activities, and arts & culture are among those options outside of Centre Wellington proper that we heard can be used to enhance its positioning as a multi-night destination.

The overarching theme of quality of life emphasizes balancing growth with preserving Centre Wellington's unique character, inclusivity and community values. Protecting natural and cultural heritage, fostering diverse and welcoming spaces, and enhancing recreational and placemaking opportunities are central to maintaining a high quality of life for residents. By addressing local needs, supporting volunteer-driven initiatives, and working to provide equitable access to resources, the Municipality sustains a thriving community while managing growth responsibly.

Growth

There is a recognition by some that growth presents opportunities for new employment and business growth. Simultaneously, as they watch growth happen, community members are concerned about preserving the small-town vibe, agricultural land, and natural & cultural heritage (the river and history). Many community members speak of the need for increased housing density, more complete communities, and the importance of preserving farmland in the face of growth. Similarly, residents note the importance of protecting access to and views of the river (no or minimal, lower-density development along the banks).

Placemaking

Community members indicate they are looking for active and engaging spaces to help them connect to and enjoy living in Centre Wellington. They suggest these spaces could be affordable points of connection, to get to know others in the community and enjoy a nice day close to home. Stakeholders believe there is an opportunity to activate more public spaces using arts and culture across the community. While placemaking makes a community a more desirable place to live, it was suggested that it would also result in a more appealing visitor destination and encourage spending. We frequently heard visions for Centre Wellington to be like a top European destination, where public spaces are always activated, bike lanes connect key locations, and people can enjoy car-free/pedestrian-only spaces.

Equity, inclusion & belonging

As the community grows, there is an overall recognition that a more diverse community benefits everyone. However, we heard that folks representing historically marginalized communities (i.e., Black, Indigenous, racialized, 2sLGBTQ+, persons with disabilities, etc.) do not always feel a sense of belonging or welcomeness within the community, often being pushed to seek out certain supports or services in nearby Guelph, Kitchener-Waterloo or the GTA. Further, there are concerns about the community's attitude towards marginalized communities.. Finally, storefront accessibility is a concern, particularly in downtown Fergus.

Recreation and leisure spaces

Many community members say there is a need to enhance and expand free and affordable recreational spaces (indoor and outdoor) for all ages, to keep up with the pace of growth and provide things to do for locals. Indeed, residents are concerned that the Municipality’s focus on tourism is too great, at the expense of meeting the needs and wants of local residents. Among the specific types of public spaces on the wishlist of participants are: more hockey arenas (indoor and outdoor), lacrosse fields, multi-use sports fields, indoor walking and running tracks and a climbing wall. Other recreational activities in demand include a movie theatre, bowling alley, BMX park and roller rink, particularly to address a gap in activities and entertainment for youth in the community. Further, we heard there is an opportunity to create dedicated spaces for youth in existing community/public spaces.

Volunteerism

Local festivals, events and non-profit organizations rely strongly on volunteer participation and, in fact, would not be possible or sustainable without volunteers. We heard that the strong volunteer culture in Centre Wellington is upheld largely by local retirees. Still, representatives from local non-profit and events organizations say that human resource capacity is a challenge.

Short-term rentals

We heard that many community members have come to rely on short-term rentals for income and that STRs help to diversify the limited hotel accommodation options currently available within CW. Simultaneously—and while the Township works to develop a new STR-focused bylaw—there are serious concerns among residents about STRs; particularly for those who live adjacent to STR properties. Residents report disruptive behaviour that impacts their quality of life, quality of sleep and enjoyment of their own home/property. They say there is a need for regulations and enforcement, though are skeptical about what is to come.

The theme of infrastructure emphasizes the critical role of accessible, reliable and sustainable systems in supporting Centre Wellington's Economic Development and Tourism Strategy. Addressing gaps in affordable housing, transit connectivity, parking and essential utilities is essential to enhanced livability for residents, and attractiveness for businesses and visitors. Investments in natural space preservation, environmental initiatives and improved commercial & industrial facilities position the community to balance growth with long-term sustainability, economic opportunity and quality of life.

Housing/general affordability

The rising cost of living concerns community members, particularly in comparison to local wages and the supply of affordable housing. Community members note there is a lack of affordable housing options in CW and local entrepreneurs reference affordability as a labour attraction issue. Notably, youth say that affordability is a core concern and a key factor that may prevent them from staying in the community permanently.

Transit

We heard a significant amount of feedback on transit. There is a demand from the community for improved public transit and active transportation connections for youth, seniors, residents and the workforce, within Centre Wellington and beyond. Many employers say transit is a barrier to attracting and retaining labour, as many staff live in larger, more affordable centres. Community members believe transit connections with Guelph and Kitchener-Waterloo (‘KW’) would be beneficial, although some strongly oppose this. Improved cycling connections and infrastructure are also noted, for both recreational and employment purposes.

Infrastructure, utilities and services

A number of community members say that they require improved service to effectively run their business or are altogether unable to access key infrastructure such as cell signal, internet and natural gas. While businesses and residents in rural areas indicated they struggle with all three of the noted factors, a business on the main commercial strip of Fergus also did not have cell signal.

Industrial and commercial space

Businesses of all types—from retailers to constructors to manufacturers—all indicate there is a lack of available commercial and industrial space. They say the current trend for growing businesses is for prefabricated industrial and commercial malls, rather than to buy land or a building. Building ownership is desirable, and for a large manufacturer to expand, they would likely need to build; however, participants note costs are high compared to other locations (outside of Canada). Many growing businesses say they have nowhere to go within Centre Wellington, and as such, are moving to other communities like Guelph, Wellington North, etc. Further, we heard there is a mismatch between residential growth and access to services and retail that support that growth.

Parking & congestion

Community members and visitors alike cite parking and traffic congestion as a tourism-related challenge. For residents, parking access defers their interest in visiting the downtown areas. As for visitors, 87 per cent of survey respondents say parking is a “Very important” or “Important” factor when choosing a travel destination for a day trip or long weekend. For those respondents who had previously visited Centre Wellington, many reference parking challenges as a factor that impacted the quality of their overall experience.

Natural spaces & environmental protection

We heard that Centre Wellington’s natural spaces hold memories for many, are an attractive asset for new residents, and also draw visitors. There is a recognition across the community that environmental protection is absolutely necessary for the long-term health and well-being of the Centre Wellington community. In fact, youth note environmental protection as a key concern. Locals say that they are eager to have more opportunities to access and enjoy natural spaces. Among recurring demands are improved cycling networks and improved access to waterfront features, including resident access to Belwood Lake. Many people also express a desire for investment that is related to green or environmental opportunities.

The theme of business and employment underscores the importance of fostering a thriving local economy. Addressing challenges such as workforce availability, high operating costs and bureaucratic hurdles is essential for business retention, expansion and attracting new enterprises. By leveraging opportunities in key sectors like agriculture, manufacturing and healthcare, while also enhancing connections between the Municipality, businesses and youth, Centre Wellington can create a more balanced and sustainable local economy, reducing reliance on external job markets and enhancing community vibrancy.

Employment growth

Community members feel that residential growth is outpacing employment and retail/service growth. Survey results show ‘employment/career opportunities’ and ‘business opportunities’ are ranked as some of the lowest reasons as to why Centre Wellington is a great place to live. Many participants note that Centre Wellington has a high number of commuters, as many residents commute out to larger urban centres for employment, and local employers attract a workforce from those urban centres. Generally, community members would like to see new employment opportunities within Centre Wellington, and the following represent sectors of strength, opportunity, and interest: Manufacturing, Agriculture, Healthcare + Social Services, Environmental/Green, and key resident-focused retail, services and entertainment.

Planning and building processes

Businesses note that planning and building processes can be expensive, lengthy and difficult to navigate. From the survey, the top-rated challenge businesses identify is ‘Township building and permitting processes are challenging to understand and/or pursue, etc.’ (44.3 per cent, 35 businesses). We heard that a zoning bylaw refresh would be useful to ensure the classifications are appropriately permissive.

Cost of doing business

The cost of doing business is noted as a challenge for businesses with rising interest rates and inflation. Businesses perceive Centre Wellington to be more expensive from a business operation perspective (i.e. land and building costs, rent costs, development charges, taxes).

Workforce

Thirty-four per cent of business survey respondents indicate access to the workforce is a significant challenge they are facing. Consultation shows this varies between skilled and unskilled positions. Part of the challenge lies in the cost of housing and access to transportation, as much of the workforce resides in surrounding urban centres and commutes to Centre Wellington for work, and in turn, many residents commute out for employment. 55.6 per cent of residents commute to a location outside of the Centre Wellington Census Subdivision vs 41.3 per cent in Ontario (Statistics Canada, 2021). Employers say there is an opportunity to enhance their connection to youth in the community, for the sake of workforce development. Further, businesses suggest they would benefit from more education on how to connect and engage with youth, schools, and cooperative education educators.

Business retention and expansion

Participants say that connections between the Municipality and businesses, especially those outside the tourism sector, happen when they reach out directly to the Township, typically to begin a planning and development process. Consultations identified opportunities to enhance the relationship between the Municipality and the business community to support strategy implementation, use of the new CRM, and effective economic development.

Bureaucratic red tape

We heard that there is an opportunity for the Municipality to better support business- and community-led events and programming. Current practice, particularly around permits and resource provision, often hinders the ability of external organizations or individuals to activate ideas. For example, while in the past, the Township provided pylons for free to certain organizations, there is now a fee.

Retail, service and entertainment businesses

Community members indicate they would like to see a range of additional retail and service businesses including childcare, healthcare, senior/elder care, clothing stores, grocery stores and entertainment options for youth and families.

Agriculture

We heard from a number of stakeholders and partners that the agriculture sector presents a strategic opportunity. The municipality and region is rich in agricultural assets, including some of the best soil in the country and the addition of the new poultry research centre to the Elora Research Centre, one of the largest agricultural research centres in the world. With intense growth pressures and the average primary landholder in agricultural families aging, preservation and maintenance of agricultural land must be a key consideration for this sector to succeed. We heard that the Elora Research Station is due for a refurbishment and the University of Guelph (‘U of G’) is very interested in creating a community space and possibly a space for innovation. A representative from the U of G notes that there is an increasing interest in the development of agriculture-related technology from engineering and tech students in Guelph.

The theme of tourism development emphasizes the need for a balanced approach to enhancing Centre Wellington's appeal while managing visitor impacts on the community. Key priorities include: expanding tourism revenues (including through experience development & increasing accommodation options), improving marketing and trip-planning resources and implementing visitor management initiatives. By activating public spaces, supporting events and ultimately thinking of tourism as a tool to benefit residents, Centre Wellington strengthens its tourism economy while addressing community concerns and working toward sustainable growth.

Experience development

There is an interest in seeing new experiences available in Centre Wellington, particularly in the off-season, to drive year-round visitation to help sustain local businesses and tourism economic impact. Tourism businesses and entrepreneurs see a gap in experiences available to visitors, and recognize this as a gap to enticing longer stays and greater visitor spending. We heard that, as experience development is considered, there are a number of themes that the community can lean into, including: food (especially farm-to-table), agritourism, art (performing art, visual art, etc.), nature & the outdoors, haunted history and festivals & events.

Marketing, storytelling & trip planning resources

Tourism business representatives say there is an opportunity to enhance tourism marketing initiatives. Some say that there are always plenty of activities taking place to entertain people, and the gap is raising awareness. One solution identified is improving the quality of Municipal trip planning resources, such as the local Events Calendar and other information available online, which businesses say would drive more traffic to their businesses, events and programming. We heard that investing in more marketing and storytelling about things to do in the community would benefit not only visitors, but also local community members seeking entertainment and activities close home.

Events

We heard an appreciation for the events and festivals that take place in Elora and Fergus, which are seen to encourage influxes of tourism visitation whilst also being a point of pride and entertainment for the community. There is a desire to see festivals and events expand into the winter seasons, though organizers say staff capacity is a barrier to such initiatives. Additionally, many people feel that community events held at the Sportsplex are Fergus-centric. They are keen to see solutions that extend appeal more broadly across the community; for example, by expanding into Elora and other areas and/or providing transportation to make these events more accessible.

Visitor management vs growth

While some participants say they see the benefits tourism brings to the community, others do not and are opposed to Municipal investments in tourism development, citing the disruptions visitors bring to their day-to-day lives. There is a general sense that the municipality is “at capacity” when it comes to tourism, particularly in summer months, demonstrated by traffic congestion and lack of resident access to certain amenities (i.e., restaurants, parking). We heard that many residents see managing the visitation that already occurs as the primary issue, rather than attracting new visitors. That said, we also heard that there is an opportunity to attract visitors to stay longer and spend more throughout the year, as many come exclusively for day trips. This is especially important to small businesses and restaurants who feel the seasonal effects of fewer tourism arrivals in the winter months.

Accommodations

Currently, the Elora Mill and Best Western are the hotel options for Centre Wellington visitors, each appealing to vastly different budgets and visitor profiles. Short-term rental accommodations are also available, with a broader price scale. There is a perception that more accommodation options would increase the number of overnight visitors and expand Centre Wellington’s ability to pursue niche tourism segments.

Beyond downtowns

There is an appetite to activate public spaces beyond the Fergus and Elora downtowns, as a way to bring focus and investment more broadly throughout the community and as an opportunity to disperse visitor traffic. There is a demand for providing spaces where businesses can host pop-ups, to test ideas and also provide fun & engaging things to do for residents & visitors.

Capacity of local organizations

Narrowing of grant and sponsorship dollars is a noted challenge facing many of the community’s festivals, events and non-profit organizations. We heard that any support the Municipality could offer in the future—for example, marketing support and other partnership avenues—are welcome opportunities, as are changes to policy that create barriers to the growth and evolution of current initiatives (i.e., permit requirements).

Municipal Accommodation Tax

While some participants acknowledge the benefit a Municipal Accommodation Tax (MAT) would bring to Centre Wellington, engagement data shows a notable gap in awareness about the structure, purpose and implementation of a (MAT). Some survey participants representing the tourism sector perceive that an additional tax will dissuade visitors from visiting the township; others suggest it is a valuable visitor management tactic. We heard that community engagement is necessary to determine the Municipality’s strategy for MAT application. Participants note the importance of transparency regarding dollars collected and how they are invested once at MAT is in place.