August 2024 Cities Civil and Municipal Public Sector

Vermilion, Alberta

August 28, 2024

Vermilion, Alberta

Small Town, Big Impact

Welcoming residents and tourists with its many charms

Kevin Martin, Deputy Mayor, offers an inviting description of Vermilion, Alberta, emphasizing its unique assets and welcoming community. Vermilion may be small, but it is exceptionally lively. The community blends historic charm with forward-thinking initiatives, setting it apart. To uncover what makes Vermilion unique, we engage with key leaders driving the town’s development: Mary Lee Prior, Manager of Economic Development; Mike Van Der Torre, Interim CAO; and Kevin Martin, Deputy Mayor.

Martin highlights Vermilion’s charm and appeal: “We’re a nice small community along Highway 16 and 41, between oil country and agriculture. With a population of 4,000, we offer a clean, unique downtown and are one of the few towns with a provincial park touching our borders. Lakeland College, an integral part of our town, brings in 1,400 students annually, adding diversity and vibrancy to our community.”

Outdoor amenities are a significant draw for both residents and visitors. Martin elaborates, “We have extensive trails throughout our provincial park and town, an airport that draws people from all over, two rinks, and a curling rink. Our agricultural society hosts a three-day fair that attracts over 30,000 people.”

Revitalizing the downtown core

The heartbeat of Vermilion lies in its downtown area, where entrepreneurial spirit thrives. Martin explains, “Our downtown is home to great entrepreneurs and business owners who have restored many historic buildings, keeping our downtown core strong and unique. We have a retail development incentive program that supports new businesses, offering financial assistance for leasehold improvements, which has been immensely successful in filling retail gaps.”

Prior elaborates on this initiative, “Even though we’re a small community, we act like a little city. Our retail development incentive program, which has been running for about eight years, has resulted in over 40 new business licenses in the last three to five years. We identify retail gaps and offer up to $15,000 for leasehold improvements, significantly supporting new businesses.”

The downtown area is not just about commercial activities; it is Vermilion’s cultural and social hub. The town hosts several annual events that unite the community and attract visitors. For instance, the “Taste of Vermilion” is a popular event that showcases local cuisine and culinary talent. “Our events are designed to highlight the best of Vermilion and to provide residents and visitors with memorable experiences,” says Prior.

Industrial growth and infrastructure development

Vermilion’s commitment to economic growth extends to industrial development. Prior explains, “We have an industrial development incentive program offering up to $20,000 for leasehold improvements. Our proactive councils have developed two industrial parks, and in the last four months, we’ve sold over 50% of our fully developed land. We’re attracting businesses from neighboring areas and beyond, focusing on manufacturing and tech industries. High-speed broadband has been a game-changer, making us one of the only rural communities in Alberta with fiber-optic connectivity.”

Van Der Torre adds, “Our infrastructure projects include upgrading our sewer trunk main to support residential expansion adjacent to our provincial park. While securing funding is challenging, we’re committed to growing our community through strategic investments.”

The introduction of high-speed broadband is particularly noteworthy. “In today’s digital age, having reliable and fast internet is crucial for businesses and residents. It enhances our attractiveness as a location for tech companies and remote workers,” says Van Der Torre.

Parks, recreation, and tourism

Vermilion’s natural beauty and recreational amenities are central to its appeal. Van Der Torre highlights, “Our provincial park, with over 40 kilometers of trails, attracts visitors from all over Canada. The park hosts soccer fields and ball diamonds and is part of our extensive town trail system. Our two hockey rinks and curling rink are significant community hubs, and we’ve even hosted provincial pickleball tournaments.”

The town’s commitment to tourism is evident in its collaboration with local businesses and Travel Alberta. Martin notes, “Our downtown businesses partner with the parks for bike and canoe rentals, creating a cohesive visitor experience. We’re officially working to package these offerings through Travel Alberta to promote overnight stays and boost local spending.”

Prior expands on the tourism strategy, “We work closely with Travel Alberta to highlight Vermilion as a destination. Our goal is to encourage overnight stays, significantly benefiting the local economy. Through initiatives like the Good Life Institute, we host events that attract visitors from far and wide, showcasing everything Vermilion offers.”

Housing and workforce development

Addressing housing needs is crucial for Vermilion’s growth. Prior states, “We’re conducting a housing gap analysis to identify and address our housing needs. We have plans for mixed-use residential development and seek developers to invest in Vermilion. Our North Brennan area has 65 acres ready for 400 new houses.”

The partnership with Lakeland College plays a vital role in workforce development. The college brings in 800 to 1,500 students annually, many of whom stay and work locally. These students take up rental units, and their trades, agriculture, and firefighting programs are crucial for the local workforce. The college’s zero vacancy rate for rental units underscores the need for more housing.

Additionally, regular meetings are held with Lakeland College to discuss mutual support and growth. The college is a key part of the community, and collaborative efforts are made to implement initiatives that benefit the students and the town.

Future outlook and challenges

Looking ahead, Vermilion’s leadership is focused on strategic growth and overcoming funding challenges. Martin emphasizes, “Our top priority is the sewer trunk line to support residential and industrial expansion. We also want to strengthen our airport, a vital economic driver.”

Mary Lee Prior adds, “We’re seeking grant funding for trunk lines and developers for housing projects. We also leverage our relationship with Lakeland College and our proactive council to drive growth.”

The airport is another key area of focus. “Our airport is a significant asset, and we’re looking at ways to enhance its role in our economic development. We’ve been working with our airport committee to explore opportunities for growth and expansion,” says Martin.

Community and cultural initiatives

Vermilion is not just about economic growth; it’s also about fostering a strong sense of community and cultural engagement. The town hosts various cultural events and festivals annually, contributing to a vibrant community life. “Our cultural initiatives are designed to celebrate our heritage and unite people,” says Martin. Events like the Vermilion Heritage Festival and the annual agricultural fair exemplify how the town promotes cultural engagement.

The town also places a strong emphasis on inclusivity and community support. “We have various programs and initiatives to support different segments of our community, from youth programs to senior services. Our goal is to create an inclusive environment where everyone feels valued and supported,” says Prior.

Education and youth engagement

Education and youth engagement are critical components of Vermilion’s community strategy. The town works closely with local schools and educational institutions to provide high-quality education and opportunities for young people, believing that investing in education is investing in the future. Excellent schools and programs are in place to prepare the youth for success.

The town also supports various youth programs and initiatives, focusing on youth engagement. Numerous programs, from sports to arts and culture, are offered to keep young people active and involved in the community. The town’s youth council also provides a platform for young residents to voice their opinions and contribute to community decisions.

Environmental sustainability

Vermilion is committed to environmental sustainability and has implemented various initiatives to protect and preserve its natural environment. “We recognize the importance of sustainability and are taking steps to reduce our environmental footprint. From recycling programs to green energy initiatives, we are dedicated to making Vermilion a sustainable community,” says Prior.

The town has introduced several green initiatives, including energy-efficient lighting, community gardens, and a robust recycling program. “Our goal is to create a sustainable community that not only meets the needs of today but also preserves resources for future generations,” adds Martin.

Community safety and health

Ensuring the safety and health of residents is a top priority for Vermilion. The town has a comprehensive approach to community safety, including well-equipped emergency services and proactive health initiatives. “We have a strong focus on community safety. Our emergency services are top-notch and have various programs to promote health and wellness,” says Van Der Torre.

The town’s health initiatives include regular health fairs, wellness programs, and partnerships with local healthcare providers. “We want to ensure our residents access the best healthcare and wellness resources. Our programs are designed to support a healthy and active community,” says Martin.

Economic diversification

Economic diversification is key to Vermilion’s long-term growth and stability. The town is actively working to attract a diverse range of industries and businesses. The town’s leadership emphasizes diversifying the economy to create a resilient and sustainable community. Attracting different types of businesses can provide more job opportunities and economic stability.

The town’s strategy includes attracting technology, manufacturing, and renewable energy businesses. With the infrastructure and resources to support various industries, the goal is to create a diverse and thriving economy that benefits all residents.

Vermilion, Alberta, exemplifies a community that balances historic charm with modern development. Through strategic initiatives, strong leadership, and a collaborative spirit, Vermilion is poised for continued growth and prosperity.

As the town moves forward, it remains a beacon of development and community spirit, showcasing what small-town Alberta offers. With its focus on economic growth, community engagement, environmental sustainability, and a high quality of life, Vermilion is a model for other municipalities looking to thrive in contemporary times.