This is part one of a two-part feature looking at Gasoline Alley, between Barrie and Orillia. Tomorrow, OrilliaMatters talks to some of the businesses along that busy stretch of Highway 11.
Locally, it’s known as Gasoline Alley, a collection of small businesses and gas stations dotting both sides of Highway 11, just beyond Barrie’s boundary, in Oro-Medonte Township.
When it was originally developed back in the 1960s, the stretch — between Line 1 and Line 3 — became a regular stop for travellers heading north from the Greater Toronto Area on their way to cottage country. For many travellers, it represented a halfway point, a place where they could refuel, stretch their legs and grab a bite to eat.
As cars became more fuel efficient, speed limits were increased and the pace of life got busier, the number of people who stopped in Gasoline Alley began to tail off.
Over the last decade or so, the area has fallen into a state of disrepair. And there are very few gas stations remaining.
One of the area's most popular locations — a one-time gas station/McDonald’s restaurant/go-kart track — has sat abandoned for years. Vandals have trashed the inside of the former restaurant and covered the outside in graffiti.
Described as a “gateway” to the municipality, the area is “in dire need of development/redevelopment,” says Jennifer Whitley, the township's economic development officer.
In a recent report, Whitley recommended township council move forward with a business engagement analysis and develop an "action plan" to support business retention, expansion and attraction (BREA).
“Through the BREA, new opportunities for investment attraction may be identified, along with the barriers affecting development and what opportunities might be available for public or private partnerships,” Whitley wrote.
“The information will assist and better position Oro-Medonte as a place to invest, enhancing investment readiness opportunities and better position us to support business expansion opportunities identified by current Oro-Medonte businesses," she explained.
“By supporting strategic development in identified growth areas, we can continue to preserve and enhance Oro-Medonte’s rural character,” she added.
Oro-Medonte has about a half dozen "employment land" areas, including Gasoline Alley and the area around the Lake Simcoe Regional Airport, near Line 7 North. Smaller pockets of employment lands can be found on Line 4 South, near Highway 11; at Line 9 North and Highway 11; and the area from Line 13 North to Line 14 North, along Sideroad 15/16 Sideroad East.
According to Whitley, by addressing the specific needs and challenges of the township’s business community, the township can create a more resilient and dynamic economic landscape.
“Ultimately, this will enhance the quality of life for our residents and solidify Oro-Medonte's reputation as a prime location for business and investment,” she wrote.
Township council supported Whitley’s recommendation and provided the necessary approval.
The first phase of the project wrapped up in December. It included the hiring and training of contract staff, development of a communications and marketing plan, database development, creation of business questionnaires and implementation of the communications and marketing for the program.
Phase two is currently in progress and should be finished by May.
The township has hired Oosterbaan Strategy, a firm that specializes in developing strategy related to economic and community development, to prepare an action plan which will “address the importance of the continued efforts for a consolidated and collaborative approach to economic development between the municipality, relative stakeholders and the business community.”
The township is paying Oosterbaan $23,625, plus HST, for their services. Township staff successfully applied for provincial funding and received 50 per cent of the project cost.
According to Whitley’s report, Oosterbaan will review and analyze the information collected and consider other available data and research to develop an action plan specific to Oro-Medonte.
Throughout the process, Whitley wrote, the township aims to achieve the following objectives:
- Assess the current status including challenges and opportunities with vacant and underutilized employment land;
- Identify new opportunities for investment attraction and understand existing barriers;
- Enhance the township’s readiness to retain and attract new investments;
- Support strategic development in identified growth areas while preserving and enhancing the rural character of Oro-Medonte;
- Improve the marketability and feasibility of developing vacant employment lands by understanding necessary pre-screening studies and assessments.