2019 Initiatives

Redesign Rupert is a joint initiative founded by Community Futures of the Pacific Northwest and the City of Prince Rupert. Its purpose is to bring together residents, community organizations, industrial stakeholders, and local businesses to develop shared solutions to common community challenges.

In 2019, Redesign Rupert is partnering with the Prince Rupert Port Authority, DP World, Ridley Terminals Ltd, and Ray-mont Logistics to launch a series of initiatives aimed at addressing some of Prince Rupert’s most pressing challenges. Redesign Rupert has three high-level goals that serve as a touchstone for all community partnerships, strategic initiatives, and action planning:

  • Revitalize the downtown core through strategic investment & partnerships

  • Develop new waterfront access points for the citizens of Prince Rupert

  • Introduce strategies to address a community-wide human capital shortage

To tackle these goals, Redesign Rupert has three exciting initiatives planned for 2019: 

Prince rupert 2030

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A forward-thinking master plan will spark investment in the downtown and other crucial areas, support the recruitment & retention of Prince Rupert’s labour force, steer new housing and mixed-use developments, and create new economic opportunity. 

labour market study

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The Prince Rupert Labour Market Study seeks to understand the composition of Prince Rupert’s current labour market, identify critical shortages, and determine how future major projects in Northern BC will continue to affect the current local labour force shortage.

recruitment brand

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The development of a community-wide recruitment brand is aimed at creating a powerful narrative about life in Prince Rupert to recruit people from other parts of Canada & the world to move to Prince Rupert to live and work.

 
 
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Prince Rupert 2030

In partnership with the Prince Rupert Port Authority, DP World, Ridley Terminals Ltd, and Ray-mont Logistics, the “Prince Rupert 2030” will act as a roadmap for the next 10 years of planning & development in Prince Rupert, including actionable itemized initiatives to address port development, downtown revitalization, waterfront improvements, parks & trail development, civic infrastructure, and more.

Redesign Rupert has contracted Larry Beasley, a world-renowned planner whose experience includes his role as Chief City Planner for the City of Vancouver; Chair of the National Advisory Committee on Planning, Design, and Realty of Ottawa’s National Capital Commission; founder of the Urban Planning Council in the Middle East, which led to the design of cities including Abu Dhabi; and distinguished Professor of Planning at UBC. Larry and his team of planners and architects will lead an intensive planning session to develop a final proposed plan, titled “Prince Rupert 2030.”

deliverables:

  • A strong urban design concept for the future of Prince Rupert, titled “Prince Rupert 2030.” This will include a specific urban design revitalization plan for the downtown area, focused on 3rd Avenue, as well as sketch urban design concepts for several other key areas such as waterfront development, new housing developments, and more.

  • A growth stimulus strategy & actionable workplan to implement the Masterplan, meant to draw demand, motivate investment in designated revitalization areas, cluster mutually-supportive businesses, and support the development of public facilities and infrastructure. This strategy will include proposals for financial incentives, organizational change for collaboration and co-investment, and directions for funding support beyond the civic budget.

timeline: april-december 2019

project partners

The City of Prince Rupert, Community Futures of the Pacific Northwest, the Prince Rupert Port Authority, DP World, Ridley Terminals Ltd, and Ray-mont Logistics.

 
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Labour Market Study

The Prince Rupert Labour Market Study seeks to understand the composition of Prince Rupert’s current labour market, identify critical shortages, and determine how future major projects in Northern BC will continue to affect the current local labour force shortage. The study also seeks to develop recommendations and strategies for recruitment planning, local education and training initiatives, and quantifiable benchmarks for recruitment success.

Redesign Rupert has retained, through a competitive process, Roslyn Kunin & Associates, Inc.
(Dr. Roslyn Kunin, Principal) in partnership with Human Capital Strategies (Kerry Jothen, Principal) to answer the following key questions:

  1. What is the composition of Prince Rupert’s labour market? What percentage of local employment does each industry/sector make up?

  2. Where are the largest employment gaps, now and projected? Which industries/sectors are most in need of human capital, and which will be most affected in the future?

  3. What specific occupations are most in demand/will be with proposed projects announced? How can employers in Prince Rupert prepare to fill these positions, either through external recruitment or local training & educational opportunities?

  4. What factors specific to Prince Rupert are impeding local workforce recruitment efforts? (ie, rental housing, isolation)

  5. What links can be drawn to a larger, either provincial or national, labour market imbalance? (ie, is this an issue specific to Prince Rupert, or is it a symptom of a broader labour market issue?)

  6. In which target cities/regions/countries would recruitment efforts potentially be most successful for specific occupations that have been identified as most in demand/most difficult to fill? (Identifying specific target recruitment geographies will inform marketing/recruitment plans)

  7. How can we measure the success of a recruitment campaign? (Establishing benchmarks for success and analytics to measure them annually).

Engagement of community members – including employers, First Nations, education and training providers, community agencies and others – will be undertaken through key informant interviews, surveys of employers and employees and a validation focus group in May and June 2019. Redesign Rupert, together with its project partners and the consultants, will work together to broadcast participation opportunities to ensure representative community stakeholder and Indigenous input.

deliverables:

  •  A thorough overview of Prince Rupert’s current labour market to help local employers and service providers understand major gaps and challenges.

  • Profiles of specific current and future in-demand occupations.

  • Data-driven projections to identify future gaps for human resource and workforce planning.

  • Recommendations for attraction, recruitment and retention strategies to address current and anticipated labour market gaps.

  • Targeted geographic recruitment areas, as well as tools to measure the success of a recruitment campaign.

Timeline: May-August 2019

Project Partners

The City of Prince Rupert, Community Futures of the Pacific Northwest, Hecate Strait Employment Development Society, and the Prince Rupert Port Authority. 

 
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Community Recruitment Brand

The development of a community-wide recruitment brand for Prince Rupert is aimed at recruiting people from other parts of Canada & the world to move to Prince Rupert to live and work. By creating a rich brand narrative and online presence, the ultimate goal is to create a wider awareness of Prince Rupert’s quality of life advantages, and as a result, attract new residents.

The issue of workforce recruitment and retention affects all of Prince Rupert’s industries and has been a frequent topic of conversation in recent years, with future projects looming and businesses across all sectors continuing to feel the strain. The intent of building a community recruitment brand is to create a powerful narrative about life in Prince Rupert to promote exciting new economic developments, which have created a large pool of jobs that cannot be filled locally, as well as the amazing lifestyle benefits of living in Prince Rupert, such as the stunning geographic location, housing affordability, career opportunities, small town amenities, and more.

deliverables:

  •  A compelling recruitment brand identity for Prince Rupert, highlighting the lifestyle opportunities, outdoor adventure access, economic growth, and other advantages that make Prince Rupert an ideal place to live.

  • A recruitment website that contains information for potential recruits to the community, as well as for local employers and citizens (site components will include a job board, community information guide, employer resources section, and more).

  • Community recruitment videos that highlight the experience of living in Prince Rupert, the small business community, port industry, arts & culture organizations, and health & education sectors.

  • Marketing assets for the recruitment brand (presentation decks, online and print advertising templates, office materials, posters, job fair and tradeshow materials, etc).

  • An annual media-buying strategy, including print & online formats.

  • Robust analytics and reporting for tracking the success of the online recruitment campaign through website traffic, advertising clicks, and other tactics.

Timeline: may-december 2019

Project Partners

The City of Prince Rupert, Community Futures of the Pacific Northwest, the Prince Rupert Port Authority, DP World, Ridley Terminals Ltd, and Ray-mont Logistics.