Everyone Is Coming To Cloverdale

In 1995 the community at the crossroads was in an economic slump and members of the Cloverdale Board of Trade went searching for solutions. Their answer was to establish the Cloverdale Business Improvement Association. If the majority of businesses within a specified area support a BIA, provincial legislation allows the local government to collect a levy from each non-residential property owner. The Cloverdale BIA, which operates on a renewable five-year mandate, is supported by about 250 businesses and has an annual budget of $120,000. After nine years, the Cloverdale BIA is counting its successes and merchants and residents are looking at a rosy future, thanks to some exciting developments now in the works. As Surrey's first civic and cultural centre, Cloverdale is the only community in Surrey with an identifiable main street and planners intend to make the most of it. The small town ambience of the main street yields considerable economic benefits from the film industry. Cloverdale got its first big break when it was featured in a Coca Cola Christmas commercial in 1988 and it continues as the site for the hit TV series Smallville, as well as many other movies, TV shows and commercials. While the small town appeal will remain, there are many improvements planned. The land use and urban design concept for a revitalized Cloverdale Town Centre, which was approved by Surrey Council in late 2000, provides the blue print and long term vision, said Paul Orazietti, executive director of the Cloverdale BIA for the past five years. The plan is focused on injecting new vitality, developing a strong sense of place and establishing an identifiable character for the Town Centre, building on its unique railway and agricultural past.
     "We're not attempting to be Walt Disney Country," said Orazietti. "What we're looking for is a true B.C. heritage look. Cloverdale is the historic birthplace of B.C. and from the 1920s to the 1950s it was both a government and entertainment centre. We're trying to recapture that look with building design. The new Clover Station Pub typifies the design we're trying to pick up. What we're doing is trying to rebuild a heritage look in the new buildings, trying to showcase what was and tell the stories of the settlers and the people who came to the area."
     The plan also calls for pedestrian-oriented streets and corridors incorporating thematic elements, urban spaces and activity nodes as well as residential development in or near the town centre area. Gateways along perimeter routes will identify the approaches to the Cloverdale Town Centre area. A pedestrian overpass on Highway 10 will link the town centre with Clover Square Village, a $20 million award-winning shopping centre developed by the Lark Group in 1997.
     Cloverdale has been one of the fastest-growing areas in the Lower Mainland for the past five years. Hundreds of homes are currently under construction along 64 Avenue. Orazietti said that a number of realtors are currently purchasing single family dwellings in Cloverdale with the aim of building medium density housing. One proposed development is new town homes to be built above commercial units facing 176A Street and 176 Street just south of 60 Avenue. Cloverdale Shoppers Plaza, a cornerstone which sits on city-owned land, should soon be up for sale, Orazietti believes. The City of Surrey has long wanted to redevelop the property, but has been prevented by a 30-year lease with Safeway that was signed 20 years ago. The lease was declared void in B.C. Supreme Court on March 31, 2004 but Safeway is appealing the ruling.
     Another major development coming to the community is the new Kwantlen Trades and Technology Centre which will be built on a 73-acre site at Highway 10 and 180 Street. The $42 million campus is slated to open in September 2006. Premier Gordon Campbell said the new campus will generate $25 million in economic spin-offs to Surrey and create 180 new jobs at Kwantlen. Many more jobs and economic benefits will be accrued through the new Campbell Heights Business Park at Stokes Pit, which comprises more than 1,800 acres of land designated for high tech and science-based industries, research and business park activities. Three companies have made deals to purchase property and 20 more offers are on the table for the 200 acre first phase of the project.
     While Cloverdale's strategic location by the crossroads of Highways 10 and 15 has always played a role in its development, further growth is anticipated when the two provincial highways are expanded into four lanes. Orazietti said the federal/provincial highway improvements, slated for completion in early 2008, will make the 176 border crossing the primary gateway for border traffic heading to the 2010 Olympic Games in Whistler. Chief among the initiatives of the BIA has been creating branding. In May 2001 the BIA, along with the Cloverdale Chamber of Commerce, Fraser
Downs and the Cloverdale Rodeo and Exhibition Grounds launched "Destination Cloverdale," a concerted and coordinated effort to promote cultural and heritage events to bring visitors to the community and attract more specialty businesses that cater to travelers. The area is already a shopping destination because of its many antique stores and tack and western wear shops.
     Special events are continually expanding in Cloverdale. In addition to the annual four day rodeo held on the May long weekend, the community hosts the Cloverdale Farmers Market, the Cloverdale Country Festival, Santa's Torchlight Parade, Canada Day celebrations and the Blueberry Festival. More than 300 events, including the hugely popular Sunday Flea Market, take place each year on the Cloverdale Fairgrounds, providing millions of dollars in spin-off revenue to the community. The opening of a temporary gaming centre in April this year at Fraser Downs is already proving a major boon to Cloverdale. When the full-fledged $25 Entertainment Centre is completed next year, the City of Surrey could net profits of $3 million per year from the proceeds of gambling at Fraser Downs.
     "This year we are working more closely with Fraser Downs and the Cloverdale Rodeo and Exhibition to ensure that we grow together in a more complementary fashion," said Orazietti. "Which means we are working on becoming more of a tourist/visitor destination and we are trying to bring in unique businesses in the areas of the arts, crafts, antiques, galleries, gift shops, and especially a new hotel by or on the Cloverdale Fairgrounds."
     Another coming attraction to Cloverdale will be the new Surrey Learning and Discovery Centre slated to open in October 2005. The new museum and archives, which will be located on Highway 10 at 176 Street, will include the 1912 Surrey Municipal Hall and a new 22,000 square foot building to house the museum's collection. The Cloverdale Seniors Centre, currently located in the town hall, will relocate to the present museum. The BIA plans to help raise funds for the Friends of the Surrey Museum and local service clubs by holding an Oktoberfest celebration this year, Orazietti said.
     The BIA is also involved in some less visible enterprises, including actively working with the Integrated Services Committee set up by District 4 RCMP. The group includes representatives from the fire department, City of Surrey Bylaw Enforcement, commissionaires, Parks and Recreation, school principals and ICBC.
     "The idea is to reduce the opportunity for crime to occur through environmental design," Orazietti said. Strategies include clear sightlines, improved lighting, removing graffiti and signs of wear and tear to commercial buildings. The unique partnership between the BIA and the Cloverdale Chamber of Commerce is significant to the development of Cloverdale, said Orazietti.
     "It's not usual. Sometimes these organizations compete. I wouldn't be here without Bill Reid (executive director of the chamber). He's been a key catalyst for politically smoothing the road for this community. All this bridge building makes a big difference. You can get a lot more done." But what Orazietti sees as the most significant achievement of the Cloverdale BIA is, "Morale. A lot of people can see that we have a very vibrant community with enormous potential. That's spawned some new development. We're able to take a more proactive approach to improving the environment. The whole area is changing right now. That's what makes it so desirable."

Article submitted Compliments of
Sounder Profiles Magazine 2004