Market Gap Analysis

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Consultation has concluded

In support of the Business Retention and Expansion (BR&E), Council approved the preparation of a market gap survey and analysis to assist the Town in understanding the strengths and weaknesses in the local retail market. The purpose of the project is to examine gaps in the commercial environment by analyzing the supply and demand for commercial and retail services in consultation with residents, visitors, business owners, and local business organizations. The project will evaluate all business sectors in the Town, with a primary focus on the downtown core. The desired outcome of the project is to prioritize actions to support existing business, increase commercial occupancy of vacant buildings, and to attract new businesses. The gap analysis will in turn help inform action items identified in the BR&E. The project will help achieve the vision of a sustainable and healthy business sector and downtown core.


The Town has retained urbanMetrics Inc. to complete the Market Gap Analysis project. The final deliverable will be an Action Plan to prioritize opportunities based on supply and demand dynamics, survey feedback, and the local retail landscape.

In support of the Business Retention and Expansion (BR&E), Council approved the preparation of a market gap survey and analysis to assist the Town in understanding the strengths and weaknesses in the local retail market. The purpose of the project is to examine gaps in the commercial environment by analyzing the supply and demand for commercial and retail services in consultation with residents, visitors, business owners, and local business organizations. The project will evaluate all business sectors in the Town, with a primary focus on the downtown core. The desired outcome of the project is to prioritize actions to support existing business, increase commercial occupancy of vacant buildings, and to attract new businesses. The gap analysis will in turn help inform action items identified in the BR&E. The project will help achieve the vision of a sustainable and healthy business sector and downtown core.


The Town has retained urbanMetrics Inc. to complete the Market Gap Analysis project. The final deliverable will be an Action Plan to prioritize opportunities based on supply and demand dynamics, survey feedback, and the local retail landscape.

Consultation has concluded
  • Market Gap Survey and Analysis - Council Endorsement

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    The final Market Gap Survey and Analysis document was endorsed by Council on June 14, 2023 by the following motion:

    THAT the Market Gap Study by urbanMetrics Inc., dated March 24, 2023, be approved, in principle.

    AND THAT staff use the Market Gap Study as a guiding document for future studies, programs, and policies as they relate to business development in the Town of Penetanguishene.

    AND FURTHER THAT changes to the operating and capital budgets be brought forward during the future budget deliberations for Council consideration.

    AND FURTHER THAT the Market Gap Study Action Plan be received for information and discussion.

    AND FINALLY THAT staff be directed to include as part of Council's consideration and priorities within the forthcoming strategic plan the creation of a branding strategy.


  • Draft Market Gap Survey and Analysis

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    On March 6, 2023, the Economic Advisory Committee met to review the draft report. Urban Metrics Inc. attended the meeting and provided a presentation with an overview of the findings and action plan. The Committee directed staff to return with an updated report with further details on the action items with particular attention to priority, staff resources, and budget considerations. The agenda from the meeting is available here: https://penetanguishene.civicweb.net/filepro/document/314677/Economic%20Advisory%20Committee%20-%2006%20Mar%202023%20-%20Agenda%20-%20Pdf.pdf


    It is anticipated that the next draft will be presented to the Committee at its next meeting, on April 10. If you would like to attend the meeting please contact Owen Taylor 705-549-7453 ext. 251 or otaylor@penetanguishene.ca

  • Site Visit, Survey Results, and Draft Action Plan

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    On November 9, Town staff and the consultant team from Urban Metrics met downtown Penetanguishene to gain a lived experience of the downtown core and to examine its strengths, weaknesses, and opportunities.

    The public survey closed on November 16, 2022 with a total of 226 survey responses. The project team is now in the process of analyzing the survey results and identifying key findings to formulate an Action Plan.

    Next, the project team will prepare a summary of the survey results as well as a draft Action Plan for review by the Town's Economic Advisory Committee. The draft Action Plan will be presented to the Economic Advisory Committee on February 6, 2022. For information on how to participate in the meeting, contact Owen Taylor, Planner by email otaylor@penetanguishene.ca or by phone 705-549-7453 ext. 251.

  • Market Gap Survey

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    TAKE THE SURVEY HERE


    The Town of Penetanguishene is conducting a public survey of its retail and service commercial base —particularly within the downtown area. This short survey should take approximately 5-10 minutes to complete and will help us understand your experience in downtown Penetanguishene. The survey results will help us explore and evaluate opportunities for local business growth, investment, and expansion. The survey will be available until Wednesday, November 16.

  • Project Kick-off Meeting

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    The project team consists of consultants from urbanMetrics, Town staff, and the Towns Economic Advisory Committee including representatives from Council, the local business community, the Southern Georgian Bay Chamber of Commerce, the Economic Development Corporation of North Simcoe, North Simcoe Community Future, and the County of Simcoe.

    The project team met on September 12 to review the scope of the project as well as the key deliverables. The group discussed various strengths, weaknesses, and opportunities of Downtown Penetanguishene. UrbanMetrics is in the process of compiling the information received at the first meeting and will create a community profile for the Town. The community profile will in turn help inform the scope and direction for the project.

    The next step is a community survey to be released in early October.