Mississauga seeks millennials - focus on public space

NRU
Oct. 11, 2017
By Daniel Taylor

Driven by the need to retain young talent in the technology and innovation sector, Mississauga is focusing on the creation of new public spaces. Experts say that the way to attract millennials is to provide programmed public spaces and social amenities.

Last week the Wellesley Institute released a new report about the resources required for young people-18 to 40 years old- to thrive in the GTA economically, socially and physically by junior fellow Nishi Kumar.

Kumar conducted two focus groups one in Mississauga and another in Toronto. She noted a key difference between the participants in each group: the level of effort it took to engage socially in their communities.

Kumar told NRU that Mississauga participants talked about having to expend more time and resources to participate socially in their communities, often travelling to Toronto to interact in culturally rich and social dense public spaces.

"Participants in the focus groups who lived in more dense urban setting[s] had spaces where they gathered for free movies, free concerts and they derive a lot of value from those places... Although those exist in Mississauga, they talked about how it was just harder or they were less likely to attend those [than in Toronto]."

Mississauga Ward 6 councillor Ron Starr told NRU he disagrees that it is difficult for young people to thrive socially in Mississauga, and points to recent investments in public spaces. "I think that's a misperception, with the events happening in Celebration Square for example, so many of them are youth focused. [Also] Port Credit was declared Mississauga's first cultural area six years ago and now we have sidewalk patios and one of the best concentrations of music venues all within a few blocks, so it's also very walkable."

However, Mississauga Ward 1 councillor Jim Tovey told NRU that today's young people want a different kind of public space than previous generations.

"There's constant work being done but I think we're recognizing-whether it's culture, or the arts, or parks- when we're talking about young people, their needs are different and we're realizing how to achieve that over the next number of years."

While the Wellesley report noted that it is harder for youth to engage socially in public spaces in Mississauga than in the City of Toronto, Mississauga receives far less government funding.

Starr, who represents Mississauga's waterfront community, says the lack of government funding has been a major deterrent to the creation of the sorts of urban spaces that attract young workers. He noted that while the city has invested significantly in its public spaces along the waterfront, more government funding is needed.

Non-profits, which play a significant advocacy and programming role concerning public spaces are recognizing the opportunities in Mississauga.
Parks People founder and executive director Dave Harvey told NRU that the organization is considering expansion of its role into Mississauga.

"While we have nothing set yet, our staff has been having some great conversations with Mississauga park staff. The city is definitely eager to work on this."

Mississauga culture division director Paul Damaso said in an email to NRU that the city is honing in on the specific lifestyle needs of millennials through the city's first cultural master plan.

"Before any financial investment is made, there needs to be a good plan in place. In order to define these areas of investment we are currently working on a culture master plan, and we have made sure to include lots of public consultation among all age groups Mississauga has demonstrated a strong commitment to investing in the public realm."

Mississauga culture staff spent the summer and early fall gathering public feedback on the draft master plan, which is anticipated to be considered by council in the late fall.