Recovery Project/Plan

Moncton Downtown Rejuvination


Submitted ByCity of Moncton

EDAC Submission 

Economic Development Department – City of Moncton 

  • Key Contact: Kevin Silliker, Director of Economic Development 
  • Location: Moncton, New Brunswick, Canada 
  • Population Served: City of Moncton – 91,085; Moncton CMA – 178,971 
  • Project Impact Population: 1.4 million people 

Project Overview: 

  • Name: Avenir Centre Downtown Rejuvenation Initiative 
  • Timeline: 2020-2023 
  • Budget: No unique budget; used existing operating budget
  • Goal: Achieve $108 million in new downtown assessment by 2023 
  • Achievement: Exceeded target with $192 million in new downtown assessment and $333 million in investments 

Project Description: The Avenir Centre, a sports and entertainment facility, was constructed to revitalize downtown Moncton. The City aimed to generate $108 million in new downtown assessment by 2023, a goal tasked to the Economic Development Department. The team identified underutilized properties and initiated outreach with property owners to spur development. The Downtown Core Community Improvement Plan served as a strategic framework, leading to the successful realization of $192 million in new downtown assessment over four years, significantly surpassing the initial target. 

The downtown rejuvenation initiative was a collaborative effort involving multiple stakeholders. The City Council set the ambitious $108 million target. The Economic Development Department, led by Kevin Silliker, was tasked with executing the plan. Critical support came from various city departments, including Engineering, Urban Planning, Legal, and Building Inspection. Investors and developers were key in making investments and initiating projects, while local businesses actively contributed to the revitalization efforts. 

Project Impact: 

  • Exceeded the $108 million target, achieving $192 million in new downtown assessment. 
  • Attracted $333 million in capital investment. 
  • Constructed 1,092 new residential units downtown. 
  • Fostered a “pride of place” among residents, contributing to population growth. 
  • Drew new businesses to the area, boosting economic growth and job opportunities. 

Innovation and Creativity: This initiative involved a complex, multi-year strategic plan requiring extensive research, relationship building, and problem-solving. The Economic Development team targeted high-impact properties, offering “concierge” support to navigate regulatory processes. This innovative approach revitalized key blocks and attracted significant investments. 

Obstacles and Overcoming Them: Securing initial funding for the Avenir Centre required demonstrating a pipeline of development projects. Starting with an $83 million pipeline, the team exceeded expectations, culminating in $333 million in investments. Early successes in smaller projects and strategic land sales generated momentum, attracting further investment. 

Adaptability: Moncton’s downtown revitalization serves as a model for urban renewal, demonstrating the power of strategic planning, relationship building, and community collaboration. These principles can be adapted by other cities to achieve similar transformative outcomes. 

The Moncton’s downtown revitalization initiative was part of a broader goal to rejuvenate downtown Moncton and replace the aging Moncton Coliseum. The successful transformation of Moncton’s downtown area highlights the city’s commitment to development and serves as an exemplary model for other municipalities. 

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