JULY / AUGUST 2009 | niagaramag.ca 23

Niagara has often been described as a “blue collar” community, its economy characterized by autoworkers and assembly lines. There’s been a kind of solid, reassuring side to this image, reflecting generations of hard working men and women building our community with the sweat of their brow and the labour of their hands. Communities like Port Colborne, Welland and St. Catharines have built a national reputation as

building economy the new

Why Niagara should trade its Blue Collars for Green

By Brock Dickinson

24 BUSINESS NIAGARA | JULY / AUGUST 2009

centres of blue collar excellence. But as the winds of globalization, technological development and recession blow across the economy, blue collar communities don’t seem quite so solid anymore. Toronto-based economic development guru Richard Florida and many others have called for a transition to a new economy where “white collar” knowledge workers make up a new creative class. This approach offers some hope, and is perhaps worth pursuing—but it holds little appeal for those sporting blue collars. The kind of skills that one develops over years of making automobiles on the line or repairing ships in the dry dock

don’t always lend themselves to creating videogames or becoming an architect. Recently, this conundrum has prompted a new approach from some thinkers about possible avenues of new development and new job creation. These thinkers now talk of “green collar” jobs, the kind of jobs where traditional manufacturing skills and techniques can be applied the creation of products linked to a new environmental reality. Although the expression “green collar” jobs dates back to a 1976 report to the U.S. Congress, it is perhaps President Barack Obama who has done the most to bring the green collar concept to the global stage. During his election campaign, Obama promised Americans that he would create “five million green collar jobs … by strategically investing $150 billion over the next ten years to

catalyze private efforts to build a clean energy future.” In part, energy is the crux of the green collar opportunity that is emerging. If we’re going to shift from coal-fired electrical generating plants to, say, wind farms for electricity generation, someone is going to have to build the windmills. If we’re going to reduce our reliance on fossil fuels, someone’s going to have to manufacture the solar panels, biomass facilities and hydrogen processing equipment to make it happen. In many ways, those new, green manufacturing jobs look a lot like the old blue collar jobs we already have, just with a different

final product rolling off the end of the assembly line.This reality has helped make green manufacturing industries a primary target for those seeking to spur local job creation and investment. In fact, it’s become a bit of a gold rush, as we all race after the same opportunities … and we’re no exception in Niagara. The Niagara Economic Development Corporation (NEDC)—an arm’s–length branch of Regional government—has identified green industries as one of its top ten priority areas for investment attraction. It even proclaims that Niagara is “Ontario’s Wind Energy Powerhouse.” But wishing won’t make it so, and Niagara has some real challenges ahead if it hopes to build a green collar economy. A key element in any green collar push will be a need to focus on specific

opportunities under the broader label of green industries. Communities must identify and pursue investments from specific businesses for developing specific products in specific areas of activity. The Municipality of Chatham-Kent has recently targeted the bio-automotive sector, looking to leverage existing strengths in agriculture and automotive industries to create organic and biological materials for use in automotive manufacturing. The City of Cambridge has based its economic development strategy on the concept of green design, leveraging strengths in construction and green building technologies with the presence of the University of Waterloo’s School of Architecture in the community. Durham Region has taken a leading role in developing energy-related opportunities linked to the green economy. “This is the next wave in wealth creation in our global economy, and we take it very seriously,” says Doug Lindeblom, Director of Economic Development for Durham Region. “We are consciously carving our niche and preparing our communities and partners to succeed in this field.” These efforts include the creation of the Durham Strategic Energy Alliance (DSEA), established in 2004 to position Durham as the centre of Canada’s new energy economy. The organization links local economic development efforts with investment from more than a dozen of Canada’s largest energy firms, and connects into cutting edge alternative energy and hydrogen fuel research programs at the University of Ontario Institute of Technology (UOIT). “When the lights went out in August of 2003, the link between energy, conservation and demand management became very clear,” says Lindeblom. “It became very apparent that a coordinated approach was necessary to utilize everyone’s efforts and resources most effectively. When we all came together we realized that we had a tremendous story and opportunity, that we were in fact Ontario’s energy capital and that partnership was essential to position us going forward.” If it hopes to succeed in attracting green collar jobs, Niagara must emulate Durham’s model, mobilizing regional partnerships between local government,

“....as the winds of globalization, technological development

and recession blow across the economy, blue collar communities don’t seem quite so solid anymore.”

BUILDING thE NEW ECONOMY continued

26 BUSINESS NIAGARA | JULY / AUGUST 2009

AG AT STERLING INN & SPA 5195 Magdalen St., Niagara Falls 289-292-0000When AG opened its doors late last fall, it was no small occasion. This upscale restaurant at the Sterling Inn offers superb fine dining in a setting that is both elegant and luxurious. Executive Chef Cory Linkson presents regional seasonal cuisine at its freshest, and crafts a five-course tasting menu that is designed to delight the most discriminating gourmand. The dining room offers wireless internet capability. Wine service is impeccable, providing an excellent cellar of Niagara’s award-winning VQA wines. $$$ Ê˙

BRASA BRAzILIAN StEAkhOUSE & WINE BAR6361 Fallsview Blvd., Niagara Falls 905-353-7187Following a centuries-old tradition of cooking on an open range, the Brasa Brazilian Steakhouse & Wine Bar is an exciting addition to the Hilton Niagara Falls. Brazilian chef Ricardo Zanona’s menu features 15 different cuts of succulent, fire-roasted beef, pork, lamb and chicken, carved tableside. Diners use a two-sided disk to signal when they are ready for these sizzling skewers. A hearty buffet boasts gourmet salads and fresh grilled vegetables, as well as a variety of sides, such as potato, polenta and fried bananas. $$$`˙Ê

CARpACCIO REStAURANt & WINE BAR6840 Lundy’s Lane, Niagara Falls 905-371-2063Award-winning Carpaccio has vaulted into the forefront of a crowded coterie of Italian eateries in Niagara. Its Mediterranean Italian menu is extensive, imaginative and well executed. Choose from among 300 wines, including many of Niagara’s best, and enjoy it all in a tastefully appointed dining room. Hours: Mon.-Thurs., 11:30 a.m.-10 p.m.; Fri., 11:30 a.m.-11 p.m.; Sat.- Sun., open at 4 p.m. $$$`—Ê˙ BN

ROMANO’S MACARONI GRILL6361 Fallsview Blvd., Niagara Falls 905-353-7174With passionate chefs preparing more than 25 specialties in exhibition kitchens and the occasional strolling opera singer, Romano’s Macaroni Grill offers a unique and authentic Italian dining experience. The difficulty is choosing from generous portions of delicious pastas, veal, seafood, steaks, roasted chicken, pizza baked in wood-burning ovens, soups and hard-to-resist desserts. So sit back and relax. If you hear a plate crash, join the applause. If a server sings, raise your glass as now’s the time to celebrate the good things in life. $$$`˙Ê BN

$ Under $20$$ $20 - $40$$$ Over $40` Patio— Takeout/catering availableÊ Reservations recommended˙ Wheelchair accessible

Prices listed reflect the average cost of dining for two, excluding wine, spirits, taxes and tips.

dining guide

academia and the private sector in pursuit of specific green industry targets based on existing strengths and assets. Indeed, this nimble, entrepreneurial approach to building green industry—sometimes referred to as “eco-prensurship”—may position us well against potential competitors. “European businesses have … a higher level of social and regulatory pressure

to adopt environment-friendly business models, due to concerted efforts during the 1980s and 1990s to harmonize regulations among EU member states,” says Craig Astfalck, CEO of the UK-based manufacturing advisory firm 2Swans Ltd. “Alternative energy development is on a par between Europe and North America, where the race for invention has largely been completed; it is now a matter of entrepreneurs commercializing the research. Such eco-preneurship is an interesting concept… I would say that North America may have the edge over Europe on this one, due partly to the venture capital models seen in North America.” His take is echoed by Dragan Racic, CEO of DR Links International, a Niagara Falls-based company with connections to alternative energy projects in southeastern Europe. “In Niagara, we have a few companies that are ahead of the European pack, but we are not using resources appropriately,” says Racic. “We have the technology, we have the human resources, but we need an action plan.” Racic believes that senior levels of government have introduced a range of helpful programs to spur green industry development in Canada, but that financing for companies in this sector remains elusive. Shane Thomson, Manager of the St. Catharines Small Business Enterprise Centre agrees. The green industries, he suggests “seem

poised to explode in the Niagara economy, particularly in light of the prevalence of entrepreneurial spirit in the region.” But, he cautions, “access to capital is a challenge for entrepreneurs of all sorts, perhaps their single biggest one.” Local eco-preneurs also agree. Niagara e-Waste (NEW) is an exciting local venture currently in its launch phase, seeking $7 million in start-up financing

to develop a computer and electronics recycling facility in Niagara and creating dozens of jobs in the process. “Financing is one the biggest hurdles most businesses face, and ours is no exception,” says Mark Malinowski, one of the project’s partners. “This region has been hit so hard with the recession, with plant closures such as John Deere and layoffs at GM. It has all the right leadership, a talented workforce—but no big ideas the entire municipality can be a part of. This is precisely why our team is where we are … we would love nothing more than Niagara to really assert itself as a leader in the environmental sector.” To get there however, Niagara must take a few simple lessons to heart: Niagara must be specific in identifying those green industry opportunities it is pursuing Niagara must work cooperatively to pursue those targets through a common action plan Niagara must develop that action plan on the basis of creative eco-preneurship Niagara must recognize that success in eco-preneurship will depend upon access to financing

It’s a vision we’re inching closer to achieving, and one that will be vital if we hope to shift from the blue collar economy of yesterday to the green collar economy of tomorrow. BN

“…Niagara has some real challenges ahead if it hopes to build a green collar economy.”

BUILDING thE NEW ECONOMY continued