Now entering it’s fifth year as a not-for-profit organization, the Windsor-Essex Active Retirement Community Initiative (WEARCI) and the 100 Mile Peninsula marketing campaign have captured the attention of boomers and active retirees across the country.
Numbers released yesterday, since the initiative began in January 2009, show WEARCI has identified 942 families age 50-plus relocating to the area and purchasing $241 million in real estate.
In addition, during the last six months of the year, there have been five buyers investing $7.5 million in multi-family dwellings.
Both WEARCI volunteers and the Windsor-Essex County Association of REALTORS® (WECAR) conduct interviews and surveys every six months with 840 REALTORS® in the region. A new MLS tracking system is now in place for recording transaction and relocation information as they occur.
“Not only are these families coming from across Canada, we’re now seeing a few relocating from the U.S. Europe, Asia and the Middle East,” says Krista Del Gatto, President of WEARCI and Executive Officer of WECAR. “Most importantly, each of the eight municipalities in WindsorEssex are benefitting from property sales. Plus, the economic spin-offs generated by every new family moving into a community are widespread and sustainable”, Del Gatto said.
After four years of marketing in the GTA, WEARCI believes they have established a foothold among empty nesters hoping for a secure retirement and couples in search of a lifestyle change. But competition for attracting affluent retirees is also heating up.
Sarnia, Chatham-Kent and London have been following the 100 Mile Peninsula campaign with plans of their own to capitalize on WEARCI’s message of affordability and relaxed lifestyle, and the increased awareness created for the southwestern Ontario destination. Elliot Lake, the epitome of a successful retirement destination with a marketing budget four times that of WEARCI, has also responded with free overnight stays to lure active retirees.
WEARCI’s 2013 marketing will also feature familiarization tours and incentives to boost overnight and weekend visits by the 50-plus crowd, to experience the area’s amenities and tour real estate of interest, a program in partnership with Tourism Windsor Essex and Pelee Island, Caesars and Ontario’s Fun Connection.
“Fortunately, we’re ahead of the curve in terms of building our brand and establishing WindsorEssex as a region fully committed to active retirement living,” commented Ms. Del Gatto. “Recognition and credibility are growing.”
In addition to the lowest cost real estate in the country, key to attracting the age 50-plus demographic will be new, upscale waterfront residences offered by Amica Mature
Lifestyles and Signature Retirement Living, Windsor’s ‘age friendly community’ designation, the region’s ranking as one of the safest in Canada, and WEARCI’s 100 Mile Club, established last year, that connects and orientates new residents and prospective new residents with volunteer ambassadors who have moved to the region and are excited about sharing their experience.
Moving forward, Del Gatto is optimistic WEARCI can build on their growing success as a preferred retirement destination and shorten the timeline required for converting prospective new residents into permanent residents. Typically, families will make three to five visits to a region over one to three years before they make their decision.
With increased numbers of new families relocating from the Western provinces, WEARCI also plans to increase the region’s ‘visibility’ and awareness among the 45-60 year-old demographic, promoting the diverse recreational lifestyle the 100 Mile Peninsula offers and opportunities created by the area’s changing economic landscape.
Critical to WEARCI’s success will be continued funding support from key stakeholders, the City of Windsor and County of Essex, increased corporate sponsorship and expansion of partner programs over the next five years.