Wellington Action Plan Downtown - Build a New Life
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Downtown
Action Plan
Wellington
The Coolest Spot when the Weather’s Hot
Table of Contents
About Wellington & History 3
About The Downtown Revitalization Study Project 4
Trade Area Analysis 5
Wellington Proposed Design Concept 6-7
Survey Results - Residents 8-9
Survey Results - Businesses 10-11
About Wellington
Vision Statement 12 It’s the coolest spot when the weather is hot. Located directly on the north shore of Lake Ontario, Wellington boasts a
central position amongst the many wineries in the Prince Edward County VQA wine region. Stony Wellington Beach, just
a short stroll from downtown, has a boardwalk leading to an iconic lighthouse and modern docking facilities, including a
Market Position Statement 12 landing site with Canada Border Services for boaters arriving from the United States. One of Ontario’s oldest homes, built
in 1786, is nestled right in town. Many of Wellington’s original settlers were United Empire Loyalists whose descendants
Goals & Action Plans 13 still live in the village. Just up the street you can visit the weekly farmers’ market, over looking the lake’s sparkling waters,
for art, food, clothing, jewelry, crafts, baked goods, pizza and of course, locally-grown fruits & veg. Stay in a cozy B&B, inn
Action Plan Matrix 14-15 or lakeside cottage, dine at some of the best eateries, ranging from cheery cafés to true gourmet restaurant experiences.
Wellington is a great home base to spend a few days tasting local wines, browsing pottery, painting, glassworks and more
at local galleries and studios, and to get in some quality time with the water.
Opportunities for New Businesses 16
History
The Village of Wellington sits along the southern shore of the County and looks out towards Lake Ontario. The
completion of the Danforth Road in the early 1800’s allowed for Wellington to become an important shipping community
within the southern portion of the County. The Village is home to the oldest building in the County, the Daniel Reynold’s
Loyalist house, built in 1792. Wellington’s proximity to Lake Ontario is still a large draw today as the views and access to the
waterfront and beaches bring many tourists year round.
Wellington uick Facts:
P Large concentration of wineries in close proximity
P Post Office, new LCBO, new gas station & Tim Hortons
P Strong focus on art galleries/workshops
P Key access and connections North Beach, the Millennium Trail &
Sandbanks Provincial Park.
P Access to harbour, public beach/boardwalk and Lake Ontario
waterfront & boat launches
P Situated on historic Loyalist Parkway (Main St.)
2 3
Customer Origin Survey and Trade Area Analysis
Part of the scope of the Downtown Revitalization Study was to further understand
“Downtowns thrive and bustle when
there is a dynamic interchange the consumer shopping dynamics in order to better identify opportunities for growth.
between public space, civic/social uses Knowing where customers are coming from is crucial in the success of each business
and commercial activity. This makes and collectively as a downtown. To determine where downtown shoppers live, survey
for interesting places that residents responses from local resident shoppers identified their home postal code. The term
and visitors will come to experience.” “trade area” refers to a geographic area that points to where the majority of consumers
reside (75-80%) for a downtown or business. The result is collected into a Trade Area
About the Downtown Revitalization Study Project map see below.
Downtown revitalization is the process of improving the economic, physical and social well-being of a community’s
traditional town centre by:
• Strengthening local business and encouraging investment by building and property owners;
• Creating enjoyable public streets and spaces animated by a variety of creative and civic activities; and
• Providing work and living opportunities that respond to people’s needs across a spectrum of ages and interests. 62 401 566 to Kingston
Ottawa
543 544 Montreal
The County’s Downtown Revitalization Initiative is funded by the Rural Economic Development (RED) Program, and is
538
Belleville
401
intended to create a regional plan for its five distinct downtown cores. The RED Program is a provincial program funded by
to Toronto 49
the Ontario Ministry of Agriculture, Food & Rural Affairs (OMAFRA), and is supported by additional funding from The County
of Prince Edward. The Downtown Revitalization Initiative is the result of interviews and surveys with business owners and 522
Trenton Rossmore
residents in an effort to assess the needs, challenges and opportunities in order to revitalize each downtown. The result is
the development of five Strategic Downtown Revitalization Plans, one for each of the following communities: Bloomfield, 33
62
Consecon, Picton, Rossmore and Wellington, as well as a single, overarching County-wide Downtown Revitalization
Strategy. 33
33 N
The County’s Downtown Revitalization Initiative is led by volunteer-based steering committees from each of the downtown Picton
areas, and supports the County’s Community Development Strategic Plan. The Downtown Revitalization Initiative can be Consecon
broken down to four main components: 1. Economic Development 2. Leadership and Management 3. Physical Improvements
33 Wellington Bloomfield
4. Marketing and Promotions. Prince Edward Bay
Wellington and 75%
Sandbanks
of Trade Area Provincial Park
Lake Ontario
Surveying Residents & Business Owners
The Business Owner Survey collect information on the attitudes
and opinions of business operators in the downtown. It measures
current business needs, marketing and sales information and
perceptions of the downtown.
The Resident Survey collect information on the attitudes and
opinions of community residents about the downtown. The
survey can measure current shopping patterns, retail and service
needs and residents perceptions of the downtown. With a greater
understanding of residents opinions about the current state of
the downtown and their hopes for its future, you can build a
downtown that residents are proud of and support as customers.
4 5
Wellington Proposed Design Concept
The proposed design concept for Wellington focuses on supporting local businesses, showcasing local heritage, and
strengthening visual and physical connections to the water. The revitalization of the Wharf Street and Wellington Main
Street intersection will also be a major contributor to the overall quality of Wellington Main Street.
Downtown Core Seating Opportunities Potential Signed Bicycle Route
Contributing Façades Existing Public Washrooms Existing & Proposed Pedestrian Crosswalks
Town Square Connections to Amenities beyond the Core Waterfront Access Improvement
Tourism Information Centre Partnership Opportunities for Additional Parking Space Significant Views
Key Wayfinding Locations Proposed Bicycle Parking Locations
NILES ST.
MILLENNIUM ACCESS TO THE
TRAIL MILLENNIUM
WEST ST.
WHARF ST.
TRAIL
MAPLE ST.
SECOND AVE.
CML SNIDER
ELEMENTARY
FITZGERALD SCHOOL OAK ST.
HOUSE NOXON AVE.
CON
ACCESS TO THE
WELLINGTON
SEC
TOWN
HALL MARINA
ON
MUSEUM
ST.
WELLINGTON MAIN ST.
REYNOLDS
LIBRARY UNITED HOUSE
WEST ST.
& ARCHIVES CHURCH
3
WAY 3
EAS
IG H
BEA
H WELLINGTON
NAR
MAIN STREET
T ST
DRAKE OF
CH
RO
DEVONSHIRE PARK
.
ST.
WS
INN
T.
ST.
TER
WA
ROTARY
WELLINGTON BEACH
BAY
6 7
Survey Results- Residents Survey Results- Residents Cont.
Those surveyed on the streets of Wellington who considered themselves residents of Wellington were asked a series of questions
related to their shopping behaviour and perceptions of their downtown. For instance, 34% of residents of Wellington shop mostly
in Wellington, 28% in Picton and 34% in other communities including Belleville, Trenton and Napanee. Only 4% of residents shop in Why Residents
Bloomfield. Shop Elsewhere:
Business owners perceive their primary competition is from other businesses inside PEC (66%). This aligns closely with resident 1. Better Selection
surveys (see pie charts below). 2. Better Price
Wellington can do a lot to retain local customers as more than 60% of the local residents primarily shop elsewhere. The reasons
why residents shop elsewhere can be found on the following page, with most surveyed citing better selection and better pricing.
3. Closer to Home
4. Closer to Work
#
1
Business
5. Better Hours
6. Better Quality Owner Complaint:
8% Lack of Support
Wellington What is Important for Shopping
34% 28% 34% to Residents Local.
Outside Picton Outside When Purchasing:
PEC of PEC
VS. 1. Quality
4% 2. Price
34% 58% 3. Customer Service
4. Local Availability
Other Businesses
in your in PEC 5. Brand Name
downtown
Residents: Businesses: Where’s Word Cloud Meaning
A Word Cloud is a visual way to understand
Where Do You Shop? Your Competition?
Residents would like to see a number of new businesses that match the greater selection and better pricing that is being offered in
Friendly Expanding the qualities of a community at a glance
with the most commonly mentioned words
neighbouring communities. However the chart below indicates that the Trade Area Population may not support this. Chain stores Quaint being larger.
Residents and business owners were
and franchise brands conduct a Trade Area Analysis which considers the population density required to support a new location.
As a result, Wellington does not have the required population density to support many of these establishments. Additionally, the asked about the character of Wellington.
negative effects on the vitalitity of a downtown and competing small business has to be considered when trying to attract these The resulting descriptive words have been
types of businesses. incorporated into the Word Cloud on the
left.
Wellington residents are proud, with tremendous sense of
community. They value their heritage and their access to
the waterfront beaches. Wellington is also undergoing a
REDEVELOP VARIETY STORE transformation, becoming a prominent food and wine hub in The
CLOTHING STORE
County. The night life of the downtown core is extending, and
tourism is bustling. Many of the business and shops in Downtown
GROCERY STORE Wellington are focused on serving local residents. However the
GAS STATION* growing number of short term accommodations is impacting
affordable housing. Wellington is identified as a key centre in the
MORE PARKING
proposed County structure.
BARBERSHOP
FAMILY RESTAURANT
BANK
# Surveyed
02 03 04 05 06 0
8 9
Survey Results- Businesses
Wellington Business Mix (%) Wellington’s
31 – Comparison Service Busiest May
90% Months 24
23 – Convenience Retail
Starts in April,
of Wellington
17 – Restaurant/Entertainment
Businesses peaking in July &
10 – Destination Service are Locally August & extending
Owned into Fall season.
10 – Comparison Retail
7 – Destination Retail
2 – Convenience Service
Advantages of Operating in Wellington Biggest Issues Facing
P Warm, friendly & supportive business community Wellington
Single Biggest Issue Facing Wellington Business Owners S Lack of parking
P Key destination for water/beach access; centre for food/
S Poor wayfinding signage
40%
60%
20%
30%
50%
10%
wine
0%
S Seasonal closings
P High volume of local and regional traffic due to local
S Lack of available commercial space
Seasonality 52% buzz; downtown is very walkable
S Short Term Accommodations
Government Issues 39% P A strong upmarket brand, unique shopping/visitor
experience; always evolving S Access to faster internet
Business Attraction 39%
P Demand for additional services to support local residents
Parking 39%
& the influx of seniors presents business development
Planning 26% opportunities
Internet 19% P Active local volunteer base; Business Association &
owners’ support/advocacy
Signage 10%
Workforce issues/Public
transportation/Operating Hours 6% each
Green grocer Professional services
Health food store Evening entertainment
New dining options Clothing/apparel shops
Convenience store
0
1 11
Outcomes Goals
Action Plans Resulting from Downtown Revitalization Study
Outcomes of Downtown Revitalization Study
Communities preparing to move forward with downtown business retention and development starts with #1. Collect & analyze
Part of the Downtown Revitalization process was the development of a Vision Statement by each downtown committee.
data #2 Develop Prioritized Goals & Action Plans. Below is a summary of the identified goals developed for Wellington’s
Wellington’s Vision Statement is the result of committee building consensus on core values and operating principles.
Downtown Revitalization Initiative:
Priority Ranking (0-100)
Goals/Objectives Based on Business Surveys
Wellington Vision Statement: 1. Traffic Calming Measures
2. Address Short Term Rental issue
81
80
3. Increase affordable housing 80
Wellington- “where paradise and practicality 4. Improved Parking 71
come together for all” 5. Showcase local art and culture 60
6. Improve beautification and amenities 60
7. Strengthen “Shop Local” 60
8. Improve bicycle network / cycle friendly 59
9. Strengthen relations with The County 57
10. More business attraction and retention initiatives 54
11. Improve access to water 53
12. Businesses Attraction 53
Wellington Market Position 13. Improve Streetscapeing, Sidewalks, Landscaping 52
The development of new markets (or customers) for your downtown businesses may be a good strategy for the downtown 14. Improve Street Lighting 48
economy. However ensuring the right kind of business and development is key in maintaining the unique character of a 15. Improve networking and collaboration 48
downtown. That is why a Market Position Statement is used to guide the retention and recruitment of downtown businesses and
16. Improve Wayfinding 47
the marketing and promotions actions. Specifically, a Market Position is used as a filter when assessing the feasibility of business
attraction and development ideas. 17. Winter information workshops 47
18. More special events 45
19. More available commercial and retail space 43
20. Implement Facade Improvement Program 41
“Wellington is a waterfront village that provides
locals and seasonal guests with everything
they need including a complete range of retail,
professional and entertainment services.”
12 13
5) Cost-benefit: Will the action lead to sufficient benefits for the downtown to justify the costs in time and other resources?
6) Timing: When should the organization implement this action, at this time, given competing demands and external factors.
Action Plans Matrix Resulting from Goals
Action Plans help address the most pressing downtown problems and plan for long-term solutions within an appropriate timeline.
The Action Plan Matrix on the next page outlines both current and potential projects or initiatives that accomplish Picton’s
Downtown Revitalization goals.
Action Plans Matrix
Priority
# Wellington Goal/Objectives Activity/Project Task/Description Responsibility Timeline
0-100
Streetscape Visioning:
Traffic Calming Measures. Review of traffic calming measures with a plan to improve
1 81 Evaluate crosswalk potential study underway PEC 2019 Budget
pedestrian safety.
Identify new parking lot opportunities
2 Improved Parking 71 Evaluate parking in Wellington PEC 2018
Include in County Wide Transportation Master Plan
Showcasing local art and culture. This can range in application from murals to Creation of Art routes in Wellington to further promote back
3 60 Design self guided art routes for Wellington and promoted on Official Tourism Site CDD/WDBA 2019
sculptures, public displays, and more. street artists.
Improve beautification and amenities such as benches, recycling receptacles , flowers,
4 60 Improve visuals of blue garbage bins, add recycling receptacles PEC/WDBA 2019
cycle racks, etc.
Improved Bicycle network / Cycle Friendly including improved connections to Evaluate cycling issues & opportunities in Wellington Include Wellington in Cycle Friendly Master Plan PEC 2018
5 59
Millennium Trail.
Develop Cycle Map County Wide Cycle Map Print and online versions. (after cycle plan) WDBA & CDD 2019
further promote Rotary beach and waterfront trail which is
Include in wayfinding detailed content plan
located right in the downtown of Wellington
6 Improved access to water 53
Further promote and enhance the lakeside park that features a
Timely repair and infrastructure cleanup PEC Summer 2018
kid friendly playground
Millennium Trail Pedestrian Signage to encourage pedestrian & cycle traffic to/from
Wellington Main St.
7 Improved Wayfinding 47 Detailed County Wide Direction Signage Implementation Plan CDD 2018
Detailed Construction Drawing of town gateway sign.
New free parking signage at boat parking at Wellington Arena.
Planning: to Develop County Wide Program for Year 2 PEC 2020 program rollout
Council: to approve and allocate Funding Council Fall 2019
8 Implement Facade Improvement Program 41 Implement Facade Improvement Program Wellington Stakeholders : to lobby council WDBA Fall 2019
Community Development For Fall 2018 Budget
CDD: Identify funding sources (CIP? % of new assessment value?)
Department planning.
Economic Development
9 Support more business attraction and retention initiatives. 54 Leverage BuildaNewLife.ca Profile Wellington on BuildaNewLife.ca CDD 2018
Use winter information workshops on topics such as marketing, succession planning, Continue to offer Winter Survival Workshops based off feedback
11 47 Marketed through the WDBA CDD & WDBA Fall 2018 & on-going
and business planning to help support the Wellington business community. from Wellington Businesses
Work on attracting developers to create more proper available commercial and retail
12 43
space. (while still maintaining downtown feel)
Leadership & Management
Short Term Accomations Study
13 Address Short Term Rental issue. 80 Short Term Accommodation regulations and policy
Engage consultants
Affordable Housing Task Team PEC Fall 2018 & on-going
14 Help increase affordable housing inventory in Wellington. 80 Encourage development of affordable housing Leverage surplus lands
Expedite housing development
15 Strengthen “Shop Local” through special programs or campaigns 60 Ensure WDBA is involved with CDD led Shop Local initiatives CDD & WDBA Fall 2018
Other
16 Improve Streetscapeing, Sidewalks, Landscaping 52
17 Improved public safety through Improved Street Lighting. 48
14 15
Opportunities for New Business
Community Investors Wanted...
Access to the Water
Business opportunities exist to leverage Wellington’s close proximity and access to the water for future development purposes.
The significant views and physical connections to Lake Ontario in this part of The County provide potential investment
opportunities for year-round business ventures.
Concluding Remarks
The Downtown Revitalization Study is an exciting opportunity to unify Prince Edward County’s towns. The Community
Development Department (CDD) is already working on many initiatives related to the goals outlined in this report. The Wellington
BIA and the CDD are committed to ensuring the vitality and wellbeing of Wellington through exciting community development
projects that enhance and improve our vital communities. For more information on on-going initiatives, please visit BuildaNewLife.
ca/Wellington.
Neil Carbone
Director of Community Development,
Contact us about locating your business in The County!
16 613-476-2148 | thecounty.ca | cdd@pecounty.on.ca
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