Posting directions: Agri-business wayfinding in King

NRU
July 16, 2014
By Leah Wong

King Township wants to make it easier for residents and tourists to find its many agricultural businesses through a proposed wayfinding program targeted specifically at this industry.

Currently agri-business owners are only allowed to put wayfinding signage on properties where their farm or agricultural activity is taking place. York Region Farm Fresh previously had a directional wayfinding signage program in place, but the program ended when the organization disbanded.

At its July 7 meeting the King Committee of the Whole directed staff to develop an Agri-Business Wayfinding Signage Program based on a report from acting deputy clerk Alexander Harras and economic development officer Jamie Smyth. Town staff is working on the program’s feasibility and design and will report back to committee in three to four months. The newly elected council could consider it during the township’s 2015 business plan and budget process following the municipal election.

“[The wayfinding program] would be just one of many tools that farmers and agri-businesses could use to complement their other marketing and promotional efforts,” Smyth told NRU in an email.

Though the York Region Farm Fresh program no longer exists the region has kept its brand alive, through maps and other programs. Farm fresh was a membership organization that vetted sign applications from agri-businesses in the region. Applications were then sent to the region, which was responsible for the installation and maintenance of the signs.

The York Agricultural Advisory Liaison Group is looking at ways to revive the farm fresh organization, but there is no timeline for this project, said York policy and project development specialist Charles Banfield. The group is looking at how other regional farm programs operate as it looks at re-establishing farm fresh.

Reviving the signage program may be considered but not until the organization is revived.

Smyth said King will look to collaborate with the region to ensure King’s signage program complements regional wayfinding, particularly if the region restarts its signage program. King will also consider the province’s wayfinding strategy.

The 2014 Provincial Policy Statement allows an expansion of permitted uses in prime agricultural areas, including agritourism opportunities and on-farm services. With expanded opportunities for agri-businesses, making it easier to find these locations is seen as a way to encourage tourism.

“Wayfinding directional signage will raise the awareness and interest of people typically driving through King to consider and eventually see the potential of driving to King as a destination,” said Smyth.

Committee also directed staff to consider the agri-business program as the first step in developing a broader tourism wayfinding program for the township.