The Ambassador program, developed in 1997 and currently managed by the Byward Market Business Improvement Association, was originally seen as a solution to the increasing problem of aggressive squeegee kids and panhandlers. Since its inception, the ambassadors have evolved into a multipurpose group with tasks ranging from dealing with small conflicts with the city's homeless and helping tourists to providing first-aid services and issuing parking tickets around the Byward Market.
"A lot of what we do is maintain a balance so that the area can be as successful as possible. We saw this as a really good solution to a problem that would bring together different interests and have bits and pieces for every stakeholder," says Meg McCallum, executive director of the BIA.
The program costs $35,000 annually and is funded by the BIA, the City's Market Management and a grant from the Ottawa Police Services. The ambassadors also have a sponsorship program with the Casino du Lac-Leamy in Gatineau.
"We've definitely seen a reduction of our calls for service in dealing with panhandlers and the homeless," says Staff-Sergeant Paul Johnston of the Ottawa Police. "They acts as a support for us and offer people solutions to help them network with the Salvation Army and Shepherds of Good Hope. They also serve the dual purpose of promoting the city's tourism."
Employees patrol the streets from May until September, the peak of the outdoor tourism season. Because of budget limitations and scheduling difficulties, the program has yet to extend into school year. There are currently 10 ambassadors, most of whom are third-year university students studying criminology or psychology. After two weeks of training in First Aid, conflict management and a variety of other subjects, the ambassadors are considered ready for the job. "Last year alone we had 9,000 face-to-face contacts, which were either negative or positive encounters," says Ms McCallum.
The ambassadors are also there to help tourists, by providing information and recommendations to people needing a guide to the area. They offer a personalized source of help says Ms McCallum, acting as representatives for the city.
On the streets of the Byward Market, reaction to the ambassadors program is a mixture of indifference, lack of awareness and total support for the initiative. However, a feature of the program which is a complete success: everyone remembers the ambassadors' uniform - bright green T-shirts.
Kevin Capsticks, manager of the outdoor clothing store Coco International, has been working in the area for the past eight years. He says the ambassadors have been a good source of help and information. "Whenever we have trouble, they're easy to get a hold of," he says. Mr. Capsticks says he's used their services several times and they've proven themselves well trained at diffusing tense situations that have erupted between panhandlers, workers and tourists in the area.
While Ms McCallum does not quantify the success of the program in terms of the financial benefits to the Byward Market, she says that since its inception, aggressive behaviour has decreased. "It's the only program of its kind in Canada and we've had a good reaction from the community," she says.
According to 2005 forecasts made by the Ottawa Tourism, visitors will spend almost $1.4 billion in the Ottawa-Gatineau region, an increase of four per cent from last year. Of the tourists who descend on the city, Ms McCallum says that five out of six will visit the Byward Market at least once during their stay.
"The Byward Market is one of our greatest attractions, it's unique in its combination of historic buildings, outdoor market place, and a great residential quarter. It encompasses a lot of things," says Jantine Van Kregten, director of communications for Ottawa Tourism. "As for the (ambassador) program itself, anytime you have eyes and ears on the street, I think it's a positive thing."
The BIA stresses the program is aimed at representing the city while maintaining a pleasant and safe atmosphere in the area. For 2005, Ms McCallum says the association does not expect to see any major changes to the program. "It's been growing every year and we see this as a valuable tool."
With strong support from all sides, Ms McCallum says the Ambassadors are likely to remain a fixture in the Byward Market.
BY DANNA FARHANG
Special to the Ottawa Business Journal
