Windsor City Council will soon dive deep into the findings of a months-long external report on diversifying the city's economy.
Councillors commissioned the study last year, and it comes to a special meeting on February 8.
The report, entitled Windsor Works, was conducted by Public First, a public policy, strategy, and research consultancy based in London, UK. It was conducted between August-November of 2020.
At the centre of the report's many recommendations was one key theme: that Windsor must diversify its economy beyond manufacturing.
The report's authors conducted interviews and surveys with residents in Windsor and other Ontario cities and found a discrepancy between how Windsor is perceived by those who live in the city and those who do not.
Those from Windsor commended the city's proximity to Detroit, affordable housing prices, and its riverfront parks. However, they did not believe those amenities were well known outside of Essex County.
"We need more good news stories," said one interviewee. "Windsor proper has a reputation as a blue-collar and labour-focused town, but there’s a lot of start-ups and innovation. The lifestyle on offer is really good compared to the rest of Canada, but we’re not telling that story enough, and people aren't willing to stay here."
The comment is confirmed by the survey's results outside Windsor. It found Windsor was one of the least popular destinations for people to move to. About 42 per cent ranked it lowest on a list of five Southern Ontario cities, and while some noted the city's natural attractions, there was an assumption Windsor was little more than a manufacturing town.
The report suggests those perceptions matter. It said attracting and retaining talent will be key to diversifying the local economy.
It made recommendations falling under four categories: location, infrastructure, future economy, and talent.
When it comes to location, the report's authors suggest Windsor promote Windsor as the perfect location for U.S. firms to open Canadian headquarters and offer them direct support to do so. A city-backed venture capital fund could act as an accelerator for high-growth start-ups. Establishing cultural connections with Detroit, such as showcasing the shared history between the two cities. They recommend events like a "Prohibition Week" or creating a shared Windsor-Detroit theme for the Windsor International Film Festival.
As for infrastructure, the report noted Windsor's aging housing stock and assumed another 7,000 homes would be needed over the next 20 years.
Along the riverfront, it suggested more cultural events including Christmas markets, art markets, and local community theatre performances.
With the right steps, the report suggests by 2030, Windsor's population could grow with a greater share of graduates from the University of Windsor and St. Clair College choosing to remain in the city. High-skilled manufacturing could make a greater share of Windsor's economy, and more U.S. citizens could visit, transplant to meet their education goals and open businesses.
