From My Bottom Step

I was a bit late tuning into the City Council meeting on Rogers13 last evening, and there was already a bit of a dustup in progress. Seems like London’s new Ambassador Program wants about $30,000 in ‘interim financing’ but didn’t present much financial information, and at least a few of those around the ’shoe balked at taking a flyer. Which it seems to me, is as it should be.

So why did a motion to defer voting on the $30,000 until after the group presented Council with a business plan get defeated? Even more alarmingly to me, the fact that Council approved the request, and it wasn’t even a close vote!

I haven’t paid enough attention to this program so far to know much about it. But given what just happened, this seems like an opportune time to get started…

What’s an Ambassador Program,
and where did the idea come from?

There’s precious little information available on the City’s website. Or at least, the website’s search facility doesn’t identify much that’s helpful in response to logical keyword phrases like ‘ambassador program.’ Let’s see what Google has to say…

On this Ontario Ministry of Education page, in a reference to Kids Help Phone, there’s this:

“Spreading the word…is essential to helping the service succeed. Our Student Ambassador Program helps make this happen. Student ambassadors are high school youth volunteers who help raise awareness…”

In it’s Spring 2007 ‘Conventionally Speaking’ publication, under the title ‘Ambassador Program,’ the London Convention Centre had this to say:

“Created in 1999, the London Convention Centre’s Ambassador Award was created to recognize and thank Londoners who were influential in attracting conventions and conferences to the LCC that contributed significantly to the City’s economy…”

On this London Convention Centre page, we find this:

“In 2000, the London Convention Centre introduced The Ambassador Award. Over the years, this award has recognized individuals who were instrumental in recommending London and the LCC, for major conventions in our community…”

This is what the Mayor’s campaign site offered up:

“Mayor DeCicco-Best will collaborate with a coalition of partners, both private sector and public sector to develop an Ambassador program. We all love London, and this initiative will celebrate our successes, accomplishments and assets, and focus on what London has to offer. As part of the Ambassador program, “Take a Drive to London” will target business people in Ontario, particularly the Toronto region, who may be thinking of moving or looking for new opportunities to work and raise their families. We will ensure they know our city, the job prospects available, the excellent education we offer, and a quality of life that is second to none. This will increase the availability of skilled workers in our community, making it more attractive for companies to set up shop here.”

London’s Ambassador Program was officially launched by Her Worship the Mayor, Anne Marie DeCicco-Best, during her 2007/01/18 State of the City Address at the the London Chamber of Commerce annual breakfast:

“It’s time for each of us to become London’s greatest promoters. I’m asking you to be proud and passionate with every visitor you encounter and when you travel, promote London as a great place to live, work and play. Today, I am proud to announce the official launch of London’s Ambassador Program, a community calling card inviting companies to locate and expand their businesses here. It will encourage young people and entrepreneurs to start their families and careers in London. And, it will convince national and international corporations and associations to plan their conferences and conventions here. This community-wide promotional campaign is powered by people who are enthusiastic and energetic, representing many sectors. I thank Perry Ferguson of Voyageur for his leadership in accepting the role as Chair of the Ambassador Program. I also thank his hard-working team of fellow ambassadors. While this group has already stepped forward, we invite every Londoner to join with us and proudly celebrate London as your home. Will each of you also take on this challenge and join us?”

What’s it goint to cost, and who’s going to pay?

If this is simply about word-of-mouth, or posting happy thoughts on the Internet, it shouldn’t have to cost anything, right? I mean, don’t we already spend substantial amounts of tax dollars on LEDC and Tourism London to do professional promotion for us?

Links:
Ambassador London
City of London: 2008 Service Growth; Business Case Report #20
2007/09/28 – LFP: Ambassadors sought to boost city
2007/09/28 – LFP: Let’s back Ambassador program
2007/09/29 – LFP: Why negative reporting is positive
2007/10/07 – LFP: Ambassador tag suits MacKenzie
2007/10/15 – LFP: It’s all about promoting London
2007/10/18 – LFP: He’s felt at home from Day 1
2007/10/27 – LFP: Pitre performs at Grand for free
2007/11/01 – Western News: Ambassador London set to launch (pg.10)
2007/11/03 – LFP: It’s a big rally and you’re invited
2007/11/05 – LFP: Clubs urged to join launch
2007/11/05 – LFP: Sold on London, couple is keen to sell others
2007/11/07 – LFP: Brewery pops cap for civic boosterism
2007/11/07 – LFP: Easy sell
2007/12/13 – LFP: Ambassador program asks city for interim aid
2007/12/13 – AltLondon: Ambassador London project milking taxpayers
2007/12/15 – AltLondon: Letter to City Council…
2007/12/18 – LFP: Ambassadors to be costly
2007/12/18 – AltLondon: Grassroots’ support…evaporates…