CITY of North Vancouver council is looking to create a "vision" for its central waterfront district.
The collection of waterfront properties under a city lease is an asset that represents "one of the greatest opportunities in North America," Mayor Darrell Mussatto said, but it remains largely vacant with only general ideas about how to use it in the future.
Council voted Monday night to seek out companies qualified to lead the city and Lower Lonsdale stakeholders through a branding process, which will help define and market the waterfront in the years to come.
Staff were prepared to spend $75,000 on hiring a firm with experience in helping dozens of North American cities rebrand as part of revitalization projects at the May 6 meeting, but some on council did not feel comfortable hiring a company outright, without putting the job on the open market for bids from other competitors.
There was no disagreement though, that the task is badly needed.
"I think that, as we have heard, a successful community starts with a plan and a plan starts with a brand. It's critical. It's the most critical step in moving forward," said Coun. Linda Buchanan.
"We seem to have somewhat of an idea but it's very fragmented and the synergy between the different pieces is not necessarily always there because we are waiting on one piece to fall into place before we can move forward on another."
Council has discussed a litany of different ways to use the lots at the foot of Lonsdale, including as a new home for the North Vancouver Museum and Archives, Presentation House Gallery, new classroom space for Capilano University, more hotels, cafes, and retail space, concert venues, and a satellite location for the Vancouver Aquarium, but nothing has been set in stone.
City staff recently set up temporary beach volleyball courts on a vacant patch of land on Lot 5 and they are already in use.
The rebranding process will involve some input from community stakeholders but it will focus on the businesses in the area.
"We need that vision. We heard that from the Lower Lonsdale Business Association," Mussatto said, noting many businesses in the area are still struggling.
"We need a vision to make sure this is economically viable. We need to know how we're going to market ourselves."
Provided a consultant is chosen in the next four weeks, the branding process should be complete by September, according to city staff.
