Revitalization essential, says Ferguson

White Rock Mayor Catherine Ferguson sees three areas as crucial to the future of the city: promoting it to a broader community, working with local businesses to create a more vibrant business community, and making the most of opportunities such as the Winter Olympics.

"Revitalization is not optional at this point – it's essential," Ferguson said, in her first state-of-the-city address to the White Rock and South Surrey Chamber of Commerce, Oct. 15 at Hazelmere Golf Course.

In an upbeat talk, the first-term mayor mainly soft-pedalled doom and gloom in favour of highlighting progress to date and plans for the future.

"In terms of the city's budget, we're facing tough decisions like everyone else," she acknowledged, noting the upheaval in the national and provincial economies has been felt locally in changing purchasing and investment patterns.

"And yet, I firmly believe in the middle of every challenge lies opportunity."

Among positives of the current council's first year in office, she noted, was an immediate determination to significantly increase the city's budget for infrastructure.

"In 2009...(it's) now nearly $6 million," she said.

"$1.7 million of those funds will go to pavement overlays and pedestrian improvements – this is one way we are improving the livability of our city."

Also good news for the infrastructure of the city, she said, was the recent federal-provincial announcement of approval of $4 million in grant applications for projects worth $7 million – including the Centre For Active Living at Centennial Park ("a new hub for wellness and the prevention of chronic illness") and the White Rock Museum and Archives restoration project.

"These grants show that the federal and provincial governments believe in White Rock's future," she said.

Ferguson also described the opening of the new White Rock Community Centre and public square at Miramar Village as "a milestone in our city's history."

"Having this new facility will allow us to develop creative programs that will draw people to White Rock's core – in fact it's already happening," she said, noting the centre has already become established as venue for such events as Community Policing's Red Serge Dinner, and next Thursday's White Rock South Surrey Foundation and Peace Arch News' Vintage Affair fundraiser, while White Rock Leisure Services has seen an increase in program participants and facility bookings.

Ferguson said that a conversation with White Rock Business Improvement Association executive director Russ Davies had brought to her attention that White Rock has 50 new businesses this year – which, taking attrition into account, means a net increase of 30.

Even the White Rock and South Surrey Chamber is moving its offices back into the city, she noted.

White Rock is making the most of opportunities to capitalize on the Olympics, Ferguson said, including marketing the city as a housing partner through the B.C. Speed Skating Association and welcoming the Olympic Torch Relay on it journey across Canada on Feb. 9.

"Not every community in B.C. has been chosen as a route community, nor will they enjoy the media exposure associated with it... plans have been made to maximize this opportunity."

For the future, Ferguson renewed a commitment to encouraging business to locate in White Rock.

"Adding more businesses can lighten the tax load for each one of you. It means more employment for residents and a better selection of goods and services."

Ferguson said the city, in consultation with the BIA, is identifying the types of destination businesses it needs to attract to improve the retail mix, and underlined the need for the creation of a "unified yet unique" business district including consistent design elements – pointing to the success of Whistler, Nelson and Bellingham's Fairhaven district in this regard.

Such a vision can be encouraged through tax incentives for facade upgrades, she said, while noting that while South's Surrey's Grandview Corners successfully mimics the streetscape of a small town, it's a dynamic White Rock already has to offer.

"For the city's part, we will do everything we can to make White Rock a smart move for business," Ferguson said,

Tourism and Translink were two other issues that Ferguson said were of vital importance to White Rock.

While the pace of growth requires that improvements to transit be made, Ferguson said, she was emphatic that she and colleagues on the Translink Mayors' Council do not support property tax increases as a means of funding the system.

But improved C51 shuttle service to and from the beach on afternoons during this summer demonstrated there is some responsiveness from Translink to White Rock's needs, she said.

In the area of tourism, Ferguson said council would continue to push federal and provincial authorities for increased highway signage directing U.S. visitors to the city, as well as stepping up the timetable for a new interchange at 16 Avenue and the addition of freeway off-ramps at 24 Avenue.

White Rock is also committed to improving wayfinding signange within the city, Ferguson said, pointing to the banner on Johnston Road as vehicle for increasing awareness of events.

"It's a small thing, but a big step in the right direction," she said.

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