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TO: |
Mayor and Members of Council |
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FROM: |
Stuart Taylor, Director,
Strategic Services |
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PREPARED BY: |
Cathy Joyce, Manager, Community
Partnerships |
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DATE OF MEETING: |
November 17, 2003 |
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SUBJECT: |
Town of Markham and Longo
Brothers Fruit Markets Inc. Pilot Community Partnership |
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RECOMMENDATION:
That the partnership, previously reviewed and
discussed with Council on June 10, 2003 and approved in principal by the
Community Services and Environment Committee on July 3, 2003 be formally
approved by Council
And that the Community Partnership Agreement
between Longo’s and the Town of Markham be accepted and signed by the proper
authorities at the Town of Markham and be in a form that is satisfactory to the
Town Solicitor.
And that the Manager of Community Partnerships
be responsible for implementing, arranging servicing of the partnership as
outlined in the legal agreement attached at Appendix A.
And that Council approve the partnership for a
15-month period to allow for a one year event cycle, proper re-evaluation and
the opportunity to include the partnership as
part of a “Request for Interest” (RFI) in 2005”.
And that a new “Partnership” reserve account be
established.
And that the Longo’s Partnership revenue be
applied to this reserve account and be redirected as per the resolution
established at the Community Services and Environment Committee on July 3,
2003, to the Town of Markham’s Clean Air Initiatives.
And that as per the resolution established at
the Community Services and Environment Committee on July 3, 2003, this revenue
be further directed to the Town of Markham’s Clean Air Initiatives
And that the artwork for new logo placement on
the Toyota Prius Hybrid Vehicle be approved and the Manager of Community
Partnerships oversee the application of Corporate and Partner Logos
PURPOSE:
The
purpose of this report is to seek Council Approval of a Pilot Community
Partnership between the Town of Markham and Longo’s and that the processes
required to implement, service and monitor the partnership reside within the
Community and Fire Services Commission.
BACKGROUND:
In
March of 2003, the Manager of Longo’s Markham approached Strategic Services and
indicated his interest in partnering with the Town of Markham. Through research, completion of a
partnership activity template (attached as Appendix C) a series of meetings and
negotiations, we are in position to “break new ground” and secure an innovative
partnership that brings value to the partner and to the Town of Markham. The Town and Longo’s will participate
jointly and assume a proactive role in celebrating Markham’s events, building
community pride, celebrating cultural diversity and further promoting Markham’s
commitment to the environment.
Longo’s
has been a family owned and operated business for over 40 years. Although their
company is steeped in tradition, they have implemented several innovative,
progressive and high tech customer service initiatives including e-market
shopping, grocery pick up and delivery, gift cards and “Just for You” club
memberships.
Longo’s
have been long-time supporters of the Town of Markham and its community
initiatives and continue to support many local non-profit organizations. They are good Corporate Citizens and an
organization that the Town of Markham can be proud to have as a Customer and a
Partner.
FINANCIAL CONSIDERATIONS:
As
outlined in the legal agreement, $10,000.00 will be paid immediately upon the
signing of the agreement and the $18,000.00 balance will be due on March 1,
2004. The $28,000.00 revenue generated from this partnership will flow through
a central reserve account and be further directed to the Town of Markham’s
Clean Air Initiatives. Other financial considerations are noted as part of the
legal agreement.
In
addition to revenue, in-kind products, services and activities of interest
generated by the partnership will increase visibility of the Town of Markham at
community events and further allow us to promote our commitment to the
environment in a cost-effective manner. Products, Services and Activities of
Interest will be monitored, valued and tracked as a “Contra” budget line by
Strategic Services staff.
It
is anticipated that the cost to service the partnership will be $2500.00, which
includes a partnership launch, signage and decaling. These costs will be paid
from the 2003 Community and Fire Services Budget.
The
Town of Markham will have increased visibility at Community Events through the
presence of the Hybrid Vehicle. We
recommend that a portion of staff/student time for 2004 be allocated in a
public relations capacity to educate the public on our environmental
commitment, upcoming celebrations and other Town initiatives regardless of the
partnership opportunity with Longo’s.
ENVIRONMENTAL CONSIDERATIONS:
The
use of the Town’s Toyota Prius as a Special Events/Courier vehicle was
presented to the Clean Air Working Group and approved by Mayor and Members of
Council on May 14, 2003.
As
part of the recognition afforded by the partnership agreement, Longo’s logo
will be applied to the Hybrid Vehicle as illustrated in Appendix C.
Longo’s
is proud of their environmental commitments, which include among others, a
cloth shopping bag initiative and a partnership with a printing firm that
recycles trees back to communities.
Longo’s was the first grocery chain to remove cigarettes for sale in an
effort to lead by example and the first to remove tabloid magazines from shelves
and replace them with health, wellness and family magazines.
Although
the Hybrid Vehicle would appear at Community Events regardless of this
partnership, activities of interest, that will occur in close proximity to the
vehicle, will attract crowds and encourage environmental education. As part of the agreement, the Hybrid Vehicle
and Town of Markham staff will be invited to participate in nine Longo’s
store/staff celebrations within the Town of Markham further increasing
visibility and our commitment to the environment. Revenue generated through
this partnership will contribute significantly to the Town’s future clean air
initiatives.
ENGAGE 21ST CONSIDERATIONS:
Alignment to Community Vision Alignment
to Corporate Goals
Preserving
our Natural & Built Environment Quality
Community
The
Partnership with Longo’s is in keeping with the Town of Markham Mission,
Vision, Goals and Strategic Objectives of Engage 21st Century
Markham.
BUSINESS UNITS CONSULTED AND AFFECTED:
Community
and Fire Services Commission, Purchasing Department, Financial Services
Department and the Legal Services Department have reviewed this partnership in
Concept and/or have reviewed or provided input to this report.
ATTACHMENTS:
Appendix
A – Town of Markham and Longo’s Community Partnership Legal Agreement
Appendix
B – Longo’s Partnership Activity Template in progress
Appendix
C – Hybrid Vehicle Logo Placement artwork
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Stuart Taylor |
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Jim Sales |
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Director of Strategic Services |
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Commissioner of Community and Fire Services |
