Part 2: Tourism, Millennium Trail Rest Stop, and MAT Agreement – 02/01/2024
- PECConnect
- Feb 1, 2024
- 5 min read
The February 1, 2024 Committee of the Whole meeting at Shire Hall was chaired by John Hirsch who guided council through presentations, questions, motions, and the return to open session following closed deliberations.
Council members present included Mayor Steve Ferguson, Phil St-Jean, Brad Nieman, Phil Prinzen, Corey Engelsdorfer, Roy Pennell, Janice Maynard, Sam Grosso, Chris Braney, and David Harrison. Regrets were recorded for Kate MacNaughton, Sam Branderhorst, and Bill Roberts.
The first motion of the meeting confirmed the agenda. Janice Maynard moved the motion, seconded by Phil Prinzen. Council voted in favour, allowing the meeting to proceed as outlined.
View the entire PEC Council Meeting; or view our recap.
Agricultural Advisory Committee Update
The Agriculture Advisory Committee update was presented by Bob Rogers, Chair of the Agricultural Advisory Committee, who reviewed the committee’s work during 2023, including regular and special meetings, staff presentations, and engagement on agricultural issues.
During the question period, Roy Pennell asked whether the committee provides input on farm severance applications. Rogers confirmed that the committee has been asked to provide opinions on such matters, reinforcing its advisory role in land-use decisions affecting farmland.
The presentation was formally received following a motion by Phil Prinzen, seconded by Brad Nieman. Council voted in favour.
Visit The County and the 2024 Tourism Plan
Tourism discussion centred on a deputation from Rebecca Mackenzie, Board Chair of Visit The County, regarding the draft 2024 annual business plan. Council questions revealed clear lines of inquiry around visibility, value, and how tourism funding shows up in local communities.
Chris Braney questioned how residents can clearly see what Visit The County delivers, noting that much of the organization’s work appears online and asking whether a physical visitor storefront should be considered. Mackenzie responded by pointing to cost constraints, existing partnerships for visitor information distribution, and the shift toward digital visitor behaviour.
Roy Pennell raised concerns about travellers stopping in nearby municipalities without encountering materials that encourage them to continue into the County. Pennell emphasized the possibility of a missed market. Mackenzie replied by stressing return on investment, the higher cost and lower effectiveness of print, and the focus on targeted marketing.
Mayor Steve Ferguson linked tourism strategy to observed changes in visitor patterns, noting fewer U.S. license plates in the county. He asked how Visit The County plans to re-engage American markets. Mackenzie explained that international marketing has resumed through Destination Canada and Destination Ontario, allowing the County to participate in targeted U.S. campaigns without bearing full costs.
Phil Prinzen focused on advertising spend, asking about social media advertising costs and whether those funds could be diversified. Mackenzie stated that Visit The County operates transparently and that further financial detail would be provided by Eleanor Cook, the organization’s executive director.
As chair, John Hirsch questioned how product development funding supports off-season tourism. Mackenzie described funding for timed and purchasable experiences, trail-based initiatives, and partnerships with operators who maintain consistent hours outside peak season.
Phil St-Jean raised concerns about the county’s limited capacity for business meetings and events, asking how Visit The County is working with StayPEC and existing venues. Mackenzie acknowledged capacity constraints while outlining work to inventory venues and collaborate across sectors.
The deputation was received following a motion by Phil St-Jean, seconded by Roy Pennell. Council voted in favour.
Millennium Trail Rest Stop and Parkette Proposal
The most location-specific discussion involved a resolution from Roy Pennell regarding a municipal property near the Millennium Trail at Salem Road and County Road 33. Pennell proposed directing staff to explore the viability of an enhanced rest stop and parkette, citing heavy trail use and limited park space in the Consecon area.
As chair, John Hirsch clarified whether this proposal conflicted with a previous council decision to sever and sell part of the property. Staff confirmed that while the property had been declared surplus, the severance and sale had not been completed, allowing council to pause implementation while alternatives are explored.
Support for the motion came from multiple councillors, each emphasizing different considerations.
Chris Braney stated that although he generally supports selling surplus properties, he saw value in retaining this site due to prior investment in the building and its potential as a trail-focused feature.
Janice Maynard supported the motion, referencing the site’s visibility, heritage context, and the availability of unspent parkland funds in the ward.
David Harrison supported the proposal, pointing to the location’s high visibility and long-term potential.
Phil St-Jean asked whether the viability study would include capital and operating costs, including building maintenance. Staff confirmed that both short- and long-term costs would be part of the report.
Mayor Steve Ferguson supported the motion, describing the property as a gateway into Consecon and cautioning against a short-sighted sale given nearby development.
The resolution was moved by Roy Pennell, seconded by Sam Grosso , and carried, directing staff to report back by Q4 2024.
Closed Session and Municipal Accommodation Tax Agreement
Council moved into closed session following a motion by Janice Maynard, seconded by Roy Pennell, to consider litigation matters and solicitor-client advice.
Upon returning to open session, council approved a five-year Municipal Accommodation Tax agreement with StayPEC, directing staff to bring forward a bylaw at a future council meeting. The motion was moved by Brad Nieman and seconded by Mayor Steve Ferguson, and it carried.
What it means for the locals
Council’s decision means the Salem Road Millennium Trail site will not proceed immediately toward sale. Instead, staff will assess costs, partnerships, and potential community use before returning with options by Q4 2024.
The approval of a five-year MAT agreement with StayPEC establishes how visitor-generated tax revenue will be distributed moving forward, directly influencing tourism marketing and management priorities.
The meeting highlighted an ongoing tension between digital-first tourism marketing and calls for more visible, place-based visitor information. That debate remains active and is expected to continue when the Tourism Management Plan returns to council in March.
Disclaimer: This article is based on a meeting with an approximate duration of 1:45:13. Due to the length of the meeting, our team was not able to independently review the full recording in its entirety. As a result, we relied on software-generated transcription, automated summarization, and automated recognition of speakers and participants, which may not be entirely accurate. All transcriptions, summaries, and related content are prepared by our team in good faith and on a reasonable best-efforts basis. The content is provided for general informational purposes only and is intended to support public understanding of the topics discussed. While reasonable efforts have been made to present the information accurately, automated processes may result in errors, omissions, or unintended misinterpretations. This article does not constitute an official, certified, or verbatim record of the meeting, and it should not be relied upon as such. Readers are encouraged to consult original source materials, official minutes, or recordings where available for confirmation or clarification. Questions, requests for clarification, or suggested corrections may be submitted to hello@pecconnect.ca for review and consideration.
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