ROLLING THE DICE
Client: A Resort
and Casino Developer
Challenge:
- In 1996, a local developer began negotiations to build a
casino and resort on property owned on prime Ontario vacation
property.
- There was considerable public anxiety around the issue of
a gaming facility in the area.
- Key members of the local council including the local mayor
expressed opposition to the project.
- Provincial regulation required a public referendum prior
to licensing.
- Public concern focused around potential criminal activity
and inadequate infrastructure, particularly roads.
- Challenged to engage in public dialogue and community relationship
building leading to a successful referendum.
Solution:
- Developed a “candid and open” communications
strategy.
- The casino concept was modified at our suggestion to address
public concerns.
- On behalf of the client we conducted a major economic impact
study and transportation study.
- The agency helped to design and commission a public attitude
survey.
- Various communications pieces including a site model, brochures
and advertisements were created and prepared.
- A media relations strategy was implemented.
- A government and stakeholder relations plan was developed.
- A series of public meetings were planned and executed.
Results:
- The media tone shifted significantly.
- Reporters made important efforts to explain the project
to the public.
- Councilor positions were shifted and the mayor was neutralized.
- Local MPPs were informed and supportive.
- Significant public support was garnered.
- The municipality held the only successful public referendum
to that time in support of a casino.
