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July 12, 2011
The 2012 – 2014 Strategic Direction was approved in principle last night by City Council.
The strategic direction focuses on a vision for the community based on Council’s understanding of its needs, emerging issues and the current situation. It was developed by the Mayor and City Council with support from City administration.
“The purpose of the strategic direction is to clearly express Council’s understanding of the community’s vision,” said Mayor Morris Flewwelling. “We hope to do this through a series of compelling goals, that unleash innovation, foster creativity, and invite participation and that can guide administration in creating organizational change, operational strategy and work plans to enable that vision to unfold.”
The six themes of the strategic direction support a healthy, vibrant and sustainable community.
- Shift primary economic development focus and activity to within Red Deer.
- Design and plan our community to reflect our character and values.
- Design for and facilitate integrated movement.
- Identify and promote our Red Deer identity.
- Enhance and promote a safe community.
- Engage our community and enhance our relationships.
Once the strategic direction is approved, administration will respond by showing how the organization plans to deliver upon Council’s direction – this is the strategic implementation. It will consist of elements such as charters for each theme area, projects, policy, work plans and budgets. These will form a reasonable interpretation of the strategic direction set by Council.
“Of course, City departments will always keep the lights on, clean the streets and provide building permits,” said Mayor Flewwelling. “This strategic direction isn’t about the details; it provides administration with guidance, direction and a focus for future planning.”
Every three years, following the municipal election, a new strategic plan is developed. On August 8, a full report will come to Council for final approval. Council will consider the financial impacts of the strategic direction and the strategic implementation as a part of the regular budget process.
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 Q&A Backgrounder
For more information, please contact:
Morris Flewwelling
Mayor
The City of Red Deer
403-342-8154
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