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Community engagement a success
Kimberley’s communication to continue to improve
The City of Kimberley is pleased to announce the first phase of its Community Brand and Communication initiative has been successfully completed.
“We had an exceptional response from the community,” said Kevin Wilson, Economic Development Officer for the City of Kimberley. “We wanted to hear perceptions and perspectives and the community has spoken.”
The city undertook an intensive period of community engagement as part of the process to renew Kimberley’s story. During the two-month engagement period, 400 residents participated in print and online surveys, 76 took part in community meetings and conversations, and 80 met together to learn more about the branding process. In addition there were over 35 one-to-one interviews; as well as information and feedback sessions with groups, organizations and high-school students; and there were also nearly 100 responses to visitor surveys. Further to the community engagement, studies and reports previously undertaken for the city were also reviewed.
The community conversations and survey responses helped to identify themes and issues within the community that underlie the story. A common observation was the community of Kimberley is a desirable place to live, work, and play; with beautiful natural surroundings, good community spirit, and significant opportunity ahead of it. It’s also clear that people view Kimberley as being in a state of flux — transitioning from a once strong mining and resource based economy – to a tourism economy that needs to realize other emerging opportunities and possibilities. However, the community expressed concern that future planning and actions need to continue in order to ensure Kimberley’s sustainability.
“There is an unquestionable fondness and affection associated with Kimberley,” said Wilson. “People are, for the most part, pleased and proud to live here and want to ensure Kimberley retains its positive small town attributes like health, safety and familiarity. That said, like any community, Kimberley has noted a number of areas perceived to need clarification, action and improvement.”
The two most notable issues were that the community largely feels the Bavarian theme has lost its vibrancy and resonance, and that significant opportunity exists to improve communication within Kimberley.
Other notable perceptions and themes concerning Kimberley centred around the Platzl, economic development, municipal communication, customer service, the environment, young families, entrepreneurs, arts and culture, differing expectations between old and new residents, Resorts of the Canadian Rockies, trails, and challenges concerning Kimberley’s experiences and culture.
The city has reviewed the themes and issues and is in the process of moving forward to develop recommended tools and processes that will improve the community and its communications.
“While it’s uncomfortable to have challenges pointed out, it is great to have them identified so we can work to improve them,” according to Kimberley Mayor Ron McRae. “What we heard reinforces the need to continue working together towards the community we want, rather than simply waiting for something to happen. A healthy community is a community that demonstrates it cares about itself.”
McRae indicated the city is planning to facilitate increased future opportunities for community communication.
“The tools we will now be developing to communicate, such as a website and branded materials, will be much more effective if the community is actively continuing to talk and listen to each other about their goals, aspirations and visions and taking action to seize opportunity and reduce challenges. Community is communication. Kimberley’s demonstrated that we need to be better prepared and equipped to continually discuss who we are and what we’re doing together with each other. It’s encouraging to see a desire for greater responsibility and accountability. We’re pleased to be moving forward.”
Kimberley’s Perception of Themes & Challenges
The following are highlighted perception themes that were gathered through the community engagement process. These perceptions are not necessarily reality, but they are commonly held or poignant viewpoints concerning Kimberley.
• The Bavarian theme worked well in the past but has lost its vibrancy and resonance for residents and visitors.
• The Platzl is often perceived as a benchmark for the community’s health. While concerns were expressed about the future of the Platzl and challenges it faces, it is widely viewed as a unique community asset with good potential for future growth.
• Economic Development is an issue at the forefront of the community’s mind. New, vibrant community minded businesses are desired. Smart, innovative entrepreneurs that bring their work with them are viewed positively. Kimberley has lost its primary anchor (mining), and there is a strong desire to fill the economic void left in its absence.
• Municipal communication was noted as a facet of the community that could be improved. The community felt it was encouraging to have the opportunity to participate in supplying insight and perceptions to the branding process, but is concerned that the process may not be followed through on. The municipality continues to commit to an increase in approachability and accessibility, and perceives clear open communication as part of its future mandate.
• The community perceives that there is significant opportunity to enhance customer service, both for visitors and residents.
• Kimberley is proud of its health and surrounding beauty. Looking after the environment is important to Kimberley residents. However, conversations concerning the environment and community health can lead to reactionary outbursts, polarity and distancing within areas of the community.
• There is an increase in young families moving to Kimberley and they’re pleased to call it home. They appreciate the small town attributes and the fact that Kimberley’s not choked with big-city shopping centres. They’ve intentionally singled out Kimberley because of its lifestyle opportunities and not overly urban atmosphere. They are concerned about the community’s sustainability and future for their children including: health, future jobs, arts and culture and recreational opportunities.
• Kimberley’s arts and culture has a good core of participants, but a sentiment exists that there is opportunity for growth of arts and culture and integration into the economic vitality of the community.
• Entrepreneurs are increasingly becoming a significant part of Kimberley’s economic development scene. New residents are bringing their jobs and or career ideas with them, and the community sees value in supporting growth in that sector.
• As Kimberley continues to grow and evolve, there has been a significant turn over in the demographic make-up of residents and visitors. At times that can lead to challenging and conflicting perceptions with regards to the community’s change and evolvement. This dynamic can sometimes limit community spirit and conversation.
• Resorts of the Canadian Rockies (RCR) is frequently recognized as an important stakeholder. As such, there’s a tendency to focus blame and perhaps a disproportionate amount of criticism on the resort. RCR appears to be increasingly committed to fostering improved relations with the municipality, stakeholders and the community at large.
• Trails networks are an important part of Kimberley’s desirability. Trails are appreciated by both residents and visitors alike and help to contribute to perceptions of health, accessibility and naturalness.
• Kimberley is a designated Resort Municipality, and offers significant amounts of recreational product. Kimberley’s overall level of visitor service might be best described as meeting expectations, not exceeding them.
• While Kimberley enjoys occasional strong bursts of community pride, modesty and humbleness are common. These characteristics can at times inhibit the community’s ability to tell its story in the best way it can.
City of Kimberley
Lead illustration: Ian Cobb/e-KNOW
