For nearly a decade, business and property owners in White Rock have recognized the potential of a BIA designation as an important tool for collective marketing. There had been a few attempts at forming a BIA, both on the waterfront and in the Town Centre areas.
In the case of White Rock, the inability of the Town Centre and waterfront business communities to come together meant that, had there been a successful BIA proposal, it would have been limited to one of the two areas, and could never have been representative of White Rock as a whole.
So, after years of proposals and separate initiatives, in 2003 there was once again renewed interest in establishing a Business Improvement Association in White Rock. This time, the impetus came from the White Rock Waterfront Business Association, which had formed to address parking and traffic concerns on Marine Drive, and how to improve business during the off-season and during ‘bad weather’ days.
Early on, however, the discussion was not focused on just the waterfront but, rather, how the whole business community could come together, and benefit from a BIA designation. Talks began between waterfront merchants in the East and West Beach areas, as well as with those from the Town Centre and Five Corners areas.
In moving forward with a new BIA proposal, it was decided that the best way to address both common and diverse issues within White Rock was to work together, to create something larger and more powerful than any one area. A Steering Committee was formed, and it eventually grew to represent business and commercial property owners from all areas of White Rock. The Steering committee held many workshops and visioning sessions to discover what the business community would like to see a Business Improvement Association achieve, and what issues it should tackle.
Using the collected feedback from business and property owners during the lengthy workshop and survey process, it was ultimately decided that the mandate of the White Rock BIA should be:
- To market White Rock’s diverse commercial areas under one distinctive brand;
- To improve physical linkages between the Town Centre and Waterfront areas;
- To provide local residents and visitors with a broad selection of retail, personal and professional services, dining opportunities and accommodations; and
- To promote White Rock as a unique visitor experience, and a viable shopping alternative or complement to suburban and big box retail in South Surrey.
Following this thorough outreach process, and demonstrated strong support for the proposed BIA, the City of White Rock introduced and gave Three Readings to Bylaw No. 1764 (Appendix ‘C’) on February 14, 2005. Under the terms of the Council Initiative, the onus is on anyone who is opposed to formally register their opposition to such a initiative. Based on the positive results of the Council Initiative, City of White Rock Bylaw No. 1764 was adopted on April 11, 2005, thereby establishing the White Rock BIA for a five-year term, expiring on March 31, 2010.
The purpose of the Society, as defined in its constitution is “to strengthen the economic viability within the White Rock Business Improvement Area by undertaking business promotion schemes as defined by Section 215 of the Community Charter, S.B.C. 2003 c.26.” City of White Rock Bylaw No. 1764 describes “business promotion scheme” as including the following activities:
- carrying out studies and making reports to advance marketing and other projects;
- all necessary management and administration functions;
- improvement, beautification and maintenance of streets and sidewalks;
- encouragement and promotion of commercial business development;
- creation of a pleasant physical environment.
As noted above, the basic mandate of a BIA is to “improve business.” This implies making an area more attractive for new investment; enabling property owners to lease their vacant premises and secure quality tenants; and increasing sales for member retailers and service providers. The White Rock BIA Bylaw provides a very broad definition of “business promotion scheme,” such that the BIA can undertake whatever projects or initiatives it believes are required to improve business.
In the case of White Rock, carrying out this mandate means taking an active role in supporting Town Centre redevelopment, including working closely with the City on planning and development initiatives. On the waterfront, the role may focus more on evening out the seasonal ‘highs’ and ‘lows,’ to ensure viable business opportunities throughout the year.
The Corporation of the City of White Rock Bylaw No. 1764 establishes the White Rock BIA, with an initial mandate of five years, expiring March 31, 2010. It also establishes a five-year funding ceiling of $1.25 million, based on an average annual levy of $250,000.
The White Rock BIA’s ten areas of focus are on:
- Marketing & Promotions
- Special Events
- Member Education
- Local Education
- Advocacy
- Area Branding
- Business Recruitment
- Customer Recruitment
- Tourism Development
- Neighborhood Development
U P T O W N & F I V E C O R N E R S
JUDI CLINT
Peace Arch News
1545 Johnston - 604/531-1711
GINNY HARRISON
White Rock Travel
1472 Johnston - 604/531-2901
MARTIN JEVANS
Jenkins Showler Gallery
1539 Johnston Road - 604/535-7445
JAZZ MATTU
White Rock Wellness Centre
101-1493 Johnston - 604/541-6110
STEVE MCVITTIE - President
The Celtic Treasure Chest Bakery & British Improrts
Central Plaza - 604/538-2277
TERRY PARR - Past-President
Parfour Signs & Printing
Central Plaza - 604/541-0200
W A T E R F R O N T
MARY COPPING - Secretary
Ocean Promenade Hotel
15611 Marine - 604/542-0102
JEFF COROLIUC - Treasurer
Saje Natural Wellness
14837 Marine - 604/535-0650
DAVE FREEDMAN
Grapes White Rock
15047 Marine - 778-292-1420
BILL LAWRENCE - Vice-President
Sandpiper Pub
15595 Marine Drive - 604/531-7625
CATHERINE FERGUSON - Councillor
Liaison, City of White Rock
15322 Buena Vista - 604/541-2124
GARY A. HOFTYZER
BIA Honorary Legal Counsel
Cleveland Doan LLP
1321 Johnston Road - 604/536-5002
SHANE KING, CA
BIA Auditor Of Record 2008-2009
KNV Chartered Accountants LLP
15261 Russell Avenue - 604/536-7614
RUSS DAVIES – Executive Director
White Rock Business Improvement Association
1524 Foster – 604-536-4958
CYNDIE RICHARDS – Marketing Coordinator
White Rock Business Improvement Association
1524 Foster – 604-536-4958
The White Rock BIA is on the forefront of business enhancement, marketing and community improvement.
- • The BIA takes a proactive role in keeping our city clean by removing graffiti from all business member buildings, every single week, FREE of charge. The BIA employs the world-leader in graffiti removal to provide the White Rock business community with a zero tolerance graffiti removal program for every commercial building in the BIA at a low, fixed, monthly cost that the White Rock BIA has built into its annual operation budget. Surrey’s Goodbye Graffiti provides the service to White Rock BIA members.
- We are founding members of the “Park The Tax” coalition which fought to have the Translink parking tax quashed. The White Rock BIA was the only business improvement association in British Columbia that stood up to speak out against the tax in person at the deciding Translink board meeting in March 2006. As part of the coalition, the BIA was able to successfully save many members hundreds and even thousands of dollars in miscalculated assessments and pressure Translink to get the tax burden reduced from $1.05 per square meter to 78 cents per square meter. The White Rock BIA continues to press Translink as well as the Federal and Provincial governments for a complete elimination of this destructive tax.
- The White Rock BIA sits on the City of White Rock’s Economic Development Committee, the members of which collectively work to address and advise Council on economic opportunities that the City may wish to capitalize on.
- Our BIA worked in conjunction with Matthew Hale of Cielo’s Tapas & Oyster Bar and the City of White Rock to bring Valet Parking to the Marine Drive corridor for the benefit of all merchants along the waterfront. We were also instrumental in securing several changes and improvements to the City’s pay parking system, and we continue to work with the City to address public parking issues.
- White Rock BIA is an active member of the City of White Rock’s Tourism Strategies committee, the end results of which will broadcast a unified and strong White Rock tourism marketing message to the world both pre-2010 Olympics and beyond.
- We work proactively with our three levels of government to help overcome individual business concerns and neighbourhood challenges for the benefit of all.
- White Rock BIA is at the forefront of business recruitment and neighbourhood remerchandising, working to identify and influence independent and national retailers to set up shop in White Rock, liaising with commercial realtors, as well as assisting those existing businesses looking to relocate or expand within the city.
- The BIA actively spearheads and support community and economic revitalization efforts in our business improvement areas.
- We create special events and advertising promotions that bring value to our business community and culturally enhances our communities and City as a whole. Annual BIA-led events include Chinese New Year, Easter activities, Summer Block Parties and the Christmas Sail-Past. We also actively participate in organizing components of the annual Semiahmoo Bay International Regatta, Canada Day By The Bay and Communities In Bloom events.
- The BIA is proud to be an active community leader, member and supporter of Balle BC, Harvest Box, Peace Arch Community Services Food Bank, Semiahmoo Bay International Regatta, Communities In Bloom, Spirit of the Sea, Canada Day By The Bay, Rally At The Rock, the White Rock/South Surrey Chamber of Commerce, White Rock Lions Club, Peace Arch Monarch Lions Club, White Rock Museum + Archives and many other important, worthwhile not-for-profit associations, committees and events.
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