'Amazing place doing amazing things': Newmarket creating $1 million fund to boost economic vibrancy and create community brand

Yorkregion.com
Feb. 6, 2024

If you live or do business in Newmarket, you likely know of assets that many residents say make Newmarket an attractive community.

Take, for example, vibrant Main Street and its restaurant district, the future Postmark Hotel on Main Street and nearby Riverwalk Commons and Fairy Lake.

The future iconic Mulock Park at the northwest corner of Yonge Street and Mulock Drive, including rotating Canadian and Indigenous artworks from the Art Gallery of Ontario, a winter skating trail, water features, a greenhouse conservatory, public art across the site, space for concerts and events and a network of paths, is expected to open in 2026.

There’s a wide range of festivals and events throughout the year, which last year saw Festivals and Events Ontario award Newmarket Municipality of the Year in the mid-sized communities category.

Newmarket also offers trails, parks, shopping and cultural attractions.

Old news to us, but what about to those beyond our borders?

The town is now creating a $1-million fund -- drawn from existing reserves, not paid by taxpayers -- to boost economic vibrancy by attracting companies and creating jobs, and to create a community brand.

The town will hire a consultant to devise a strategy to “position Newmarket in the hearts and minds” of entrepreneurs, businesses, talent and visitors and to develop assets and events that further strengthen the town’s brand.

The focus will be on "attracting and retaining amazing people and businesses to ensure Newmarket’s long-term vitality through sustainable jobs, while creating a strong and unique brand that differentiates Newmarket from other communities.”

The branding will go beyond simply creating a logo and new letterhead, Mayor John Taylor said.

“I think it’s going to be a really exciting opportunity to tell the story that so many of us know and the residents of Newmarket know, that this is an amazing place doing amazing things, and let's us tell other people so they want to start businesses, bring businesses, locate their talent here,” he said.

The project isn’t just a list of the town’s assets, it’s a chance to leverage Newmarket’s vibrancy by creating a comprehensive brand that can be marketed to enhance economic development, said Elizabeth Hawkins, the town’s strategic business leader.

The strategy will also help the town continue to improve the quality of life for existing and future residents, CAO Ian McDougall said.

“We’re aspiring to build one of the best communities in Canada,” he said, adding the project will be a “transformative exercise” that will better position Newmarket for at least the next decade.

“I think a brand strategy is really important in terms of what we want to say to the world.”