The Mi’kmaq people called it Keespongwitk (the land’s end). The French explorer Samuel de Champlain called it Cap-Fourchu (the forked cape) when he first mapped its coast in 1604. The first permanent settlement there was a small French Acadian fishing village named Tebouque that recorded a population of 50 in 1750. (There is even evidence, a runic stone housed in the county museum and archives, which suggests the Vikings visited there in the 11 th century). Some historians argue that its name today comes from a request made by a small group of New England Planters granted land there in 1759. They wanted their new settlement, a permanent British flag of sorts to be planted on one of Nova Scotia’s most southerly capes during the Seven Years’ War with the French, to be named after their former home in Massachusetts: Yarmouth. By the late-nineteenth century, Yarmouth was Canada’s second largest port of registry with the second largest registered tonnage in the young nation. It was a ship building centre and a hub of international commerce that inspired local entrepreneurs like John Patch, the inventor of the modern screw propeller. Yarmouth is still largely shaped by the sea. It’s the homeport of Canada’s largest lobster and herring fishing grounds; Lobster Rock Wharf and the Southwest Region together annually lands Canada’s largest herring catch. The Cat, operated by Bay Ferries, offers speedy passenger and vehicle service in the Gulf of Maine from Yarmouth Harbour to Portland, Maine. And its waterfront is currently proving to be the catalyst in a Renaissance in the Town of Yarmouth as Council pushes for more investment and land-use diversity in the area. Earlier this fall, Mayor Pam Mood, her Council advisor and Chief Administrative Officer Jeff Gushue, and Economic Development Officer Natalie Smith spoke with Spotlight on Business about drawing-in entrepreneurs and startups, the importance of getting involved, what it means to call Yarmouth home, and the event and festival culture in The Gateway to Nova Scotia.
By David MacDonald
The readers would love to hear a bit about each of you – a snapshot – and about what motivated your civic spirit.
PM: I spent my childhood watching my Grandparents give to the community: my Grandfather was Mayor and my Grandmother volunteered in many ways to make the community better. It was exciting to me. I also grew up with the mantra “Don’t complain – do something about it.” Now I’m humbled to be leading this amazing Town on what I call the best piece of real estate on earth. Giving back, being able to envision a better future and striving to do all it takes to get us there, it drives me every day.
NS: When my family moved to Yarmouth County in 2008, we saw the bones of a great town, a great community of people that knew what needed to get done to bring the town back to not only its former self but something 
even better. I wanted to be a part of that, so I got involved as a volunteer in many community development initiatives. That’s really what’s lead me here working for the Town as their Economic Development Officer.
JG: What drives me is knowing that I can make a difference. Sometimes that difference is at an individual level, and sometimes it is across the community. It all matters.
Nothing ever just happens. Decisions are driven by the context and opportunities that people see. Our job is to have a vision for our future and focus on achieving that future. Some things we control and some things we can influence, but very little happens in our community that we cannot affect for the better – if we try. Everybody wants opportunities whether it’s for their careers, for their families and for their own dreams. In Yarmouth, we’re big enough that just about anything is possible and small enough that everybody can be heard and make a difference.
“I cannot overstate the importance of a cohesive Council to the success of a community and that’s what we have here.”
How long has the current Council been formed and what is your shared agenda for the business community in Yarmouth?
PM:This present Council has been in office exactly one year and the work done thus far has been to encourage the entrepreneurial spirit and the greater business community to take chances. We have rewritten bylaws and regulations to ensure that setting up a business is an easy process; we have an ace EDO who is tremendous at building relationships and visioning for the present and future needs of businesses and who connects potential with seekers with an enthusiasm that is contagious. We have listened to the business community and continue to do everything we can to cut through the red tape.
We are open for business on a level the Town hasn’t seen in a long time.
JG: Within their first days, this Council agreed to set priorities for their mandate, and they have been together and focused on shared success. I cannot overstate the importance of a cohesive Council to the success of a community and that’s what we have here.
The motto of your Town Seal [Progress) and your logo [On the Edge of Everywhere] are equally inspiring. In what ways are these descriptors reflective of the business community – and community at large – in Yarmouth?
JG: Our success is rooted in optimism and thoughtful decision-making. Mayor Mood sets a positive tone – and she’s impatient about achieving success. Our other leaders on Council are equally passionate about our community. It is tremendously exciting.
Our community will only achieve success if it is a shared success between the business community and the people who live and work here. The Town of Yarmouth has made strong signals to the business community that we are open, inviting and supportive of their success. I believe those signals are being well received.
In Yarmouth we have intelligent, innovative and tireless people creating opportunities and growing our economy. The best thing we can do as a town is listen, make appropriate infrastructure investments and sometimes, get out of the way!
PM: Progress is an easy one as we are seeing businesses not only setup, but grow and expand under new regulations and a belief in the future of Yarmouth. One would be hard-pressed to find businesses anywhere willing to open if they do not believe in the direction of the town. We are seeing this on a growing basis. On the Edge of Everywhere was meant to denote that we are not at the end of the Province or the world, but instead on the edge of everywhere you want to be. We are on the edge of technology with our national award-winning heritage apps, Wi-Fi and more. We are on the edge of hospitality as we have invited the world back numerous times through different sporting and other events; we are on the edge of many things and it shows as we set the bar with our facade program, our transit service and more. We don’t wait. We set the bar.
NS: The whole community is working to overcome some well-known disadvantages. We are more than three hours from an international airport and the Provincial capital, Halifax, a major city. We do have an aging population and population retention has been an issue. But in the face of these disadvantages, we’re even more focused on building opportunities. We’re creating opportunities unique to our ocean location in fishing, seafood processing and renewable green energy. Our proximity to the Eastern United States also creates opportunities in tourism and international trade, not to mention arts and culture.
What would you tell an entrepreneur with a young family who was considering making Yarmouth their new home?
NS:Yarmouth is a place where young families can start and grow. There is a new state of the art primary school that will be opening in 2019, along with a newly constructed high school completed in the last four years. We have many opportunities for families to be involved with both organized and drop-in activities and sports for the whole family at no cost or low fees. You can see a play, visit many of our
museums, be an artist, take-in a movie and dinner, or sip a coffee at one of our family-friendly, Wi-Fi free cafes. We also have beautiful trails to walk, run, bike, or walk the dog. We’re even in the process of creating an off-leash dog park. We have a great library, continuing education opportunities at the community college, one gigabyte fibre op availability in town, a community mall, downtown boutiques and shops and the list goes on and on. I love it here.
PM: I would say “Welcome to what much of the world is seeking – the very best quality of life!” Then I would immediately set up an appointment with our EDO so they could have a chat about possibilities and steps forward. I’d also let them know how excited I am with each new entrepreneur. We love their spirit, their courage and their tenacity. They belong in a town that is on the edge!
JG: I would introduce them to some people like Mathieu Maltais, Aldric Robicheau, and Mark Davis.
“The best thing we can do as a town is listen, make appropriate infrastructure investments and sometimes, get out of the way!”
These are people with great perspective on doing business in Yarmouth.
You will not find a town that has a team like ours who will help you get started. We have many of the amenities you would expect to find in larger communities, but with the small town sense of community.
We have a beautiful climate and more waterfront property than you can believe.
Who are the biggest employers in the Town of Yarmouth right now? And I’m sure the readers would love to hear more about some of the rising stars in the entrepreneurial community in Yarmouth.
NS: Some of our largest employers come from the public sector such as the Nova Scotia Health Authority, the Tri-County School Board, and various Provincial government offices. In addition, retailers like Canadian Tire, Walmart, Superstore, and Sobeys employ a lot of people in Yarmouth.
Manufacturers like Tri-Star Industries and fish processors like IMO Foods and Scotia Gardens are also big employers with many decades in business.
PM: We have large Provincial employers, as do all towns, but we also have locals who employ many.
Mathieu Maltais, who Jeff mentioned, is a local entrepreneur. A few short years ago he purchased a local pharmacy and saw the opportunity for a high-end coffee shop and thus Sip was born. He has since expanded Sip, opened a clothing store, gift and flower shop and is the provider of food services on The Cat ferry. Mathieu believes in the potential of Yarmouth and is one of the largest private employers here. He’s still growing with more to come. There are many like him who are taking advantage of the excitement that comes with being here now as an entrepreneur.
Part of that excitement is undoubtedly tied to the Downtown Streetscape and Downtown Façade programs in the Town of Yarmouth. Can you please tell the readers how those programs have impacted the community?
PM: If there is one thing I hear repeatedly it’s “Wow, downtown feels great!” and that’s because of the Façade and Streetscape programs. The downtown really does look amazing. It’s been a total transformation. But the best part is that in describing the downtown, folks are referring to the feel more than the look. The programs have created community in the best possible way. What was, only a year or so ago, a nearly destitute, drab, empty downtown is now a vibrant, colourful, full-of- life gathering place for families, friends, seniors and more. Coffee is now an experience. Going to the drug store has turned into an opportunity to sit with friends and chat on a bench. The programs have, in their own way, given permission for businesses to step into colour palettes, signage and other things that bid people to come in. The transformation is absolutely amazing and alive. On another level, the program has sent the message to potential business owners that the Town of Yarmouth cares enough to put our money into the mix. This has encouraged buyers to purchase once-vacant storefronts and transform them into beautiful pieces of art that are, again, bidding people to come, stay a while.
“I’d say where we really shine is when we get to host an event that brings folks from across the country and the globe.”
NS: As Jeff mentioned, the town has undertaken strategic projects over the past five years that are making Yarmouth a destination for visitation, relocation and new business start-ups.
The Downtown Façade program, the Streetscape project, the newly-branded wayfinding signage, the branded banners beautification initiative, our Communities in Bloom initiatives, the town promotional videos, and all of the new town branding efforts, really, have been positively received by the community and visitors.
Over 61 facade applications have been approved by the Facade Society, a volunteer board of citizens, in the three years the program has been in place with more future applications in the queue for 2018.
Businesses are seeing their tax dollars re-invested in ways that will attract people to the downtown and to their doors. Businesses who have invested in their facades have also invested in their business interiors, signage, and marketing. We are working with businesses in many business improvement opportunities offered through the Yarmouth and Area Chamber of Commerce, and the Yarmouth Branch of the CBDC [Community Business Development Corporations.] Our Business Retention and Expansion Program, offered by the Western Regional Enterprise Network, is also helping a lot of people.
Residential rentals in the downtown are at an all-time high with young professionals, couples, and retirees all wanting to live where they can take advantage of the town’s amenities and enjoy town life.
JG: It really does look better.We didn’t go downtown and say Fix up your building! But instead we said Let’s spruce-up Main Street together! It was all part of signalling to the business community that we are in this together, we believe in you, and we want to invest in your success. It wasn’t any one program but a series of thoughtful and strategic initiatives that got us here. We’re focused.
The Waterfront Symposium is certainly an example of your collective focus on Council.
JG: It is. The Waterfront Symposium is about taking a step back and checking-in with the community about the future of the waterfront. We have 25 years of waterfront development behind us that has changed Water Street from a heavy industrial-only area to a tourist friendly, retail, dining and heavy industrial area. This exercise is about clarifying the vision for the next 25 years, and identifying projects, policies and programs that can be implemented in support of making that vision a reality.
PM: We are tremendously blessed with a rich, historic, working waterfront and we want to ensure its sustainability and tap into its potential. Making the best decisions means we need to have everything on the table. The symposium is a way to gather folks that may have different ideas, put everything together and come out with the best go-forward plan. Some will be residents who like to enjoy a walk on the board walk and connectivity may be forefront in their minds. Others are owners of the fishing vessels and fish plants along the waterfront that fully understand what is required to maintain the working waterfront. Others may have ideas as to how we can meld the two. It’s exciting to sit with a group of citizens who are committed to better.
It’s notable that in the Programs and Initiatives section of your website that the links to your Development Rebate Program and your Heritage Properties Incentive programs are neighbours. Is that at all reflective of the Town of Yarmouth’s vision in that your past plays a vital role in your town’s future?
PM: The cultural and historic tapestry of Yarmouth is rich and runs deep. We believe in both preserving and celebrating our heritage and these programs certainly encourage folks to take advantage of our history.
JG: That is absolutely true. Our history is our foundation and our future is under construction! We celebrate our heritage and culture and we are without a doubt proud of the built heritage within our town. But we are also reimagining our future. Whatever that is we know it will be built on the foundation of our history, but embracing the changes and advances of today has been rewarding and there’s no looking back from that.
What is the festival and event culture like in a revitalizing Yarmouth?
JG: So many of the events that take place in the Town of Yarmouth are truly regional. There are events and activities every weekend. Our community is second-to- none when it comes to volunteering and enjoying a festival.
I’d say where we really shine is when we get to host an event that brings folks from across the country and the globe. Events like Nova Scotia Music Week, the World Junior A Hockey Challenge, the Canadian Mixed Curling Championships, and the Play On! National Ball Hockey Championship are huge for us. Our culture here in Yarmouth is welcoming and hospitable to everyone and we want our guests to enjoy our community as much as we do.
PM: We like to think no one does festivals and events like us. And full credit goes to our community of volunteers who show up by the hundreds to provide the best hospitality experience ever. We love visitors for a lot of reasons but we really enjoy showing off our welcoming, fun spirit. Although we are a small town, we don’t have a small-town mentality. The bigger the event, the faster we step up! Like Jeff said, our culture is one that mobilizes around events and initiatives. In 2019, the world is invited to Yarmouth to the Communities in Bloom Symposium and Awards. We are the smallest community to ever host this event and we welcome the world with open arms. There are already residents stepping forward to volunteer.
NS: Along with the Arts and Culture Centre and the Waterfront Action Plan project, Council has recently launched a public engagement platform that anyone can access at www.getinvolvedyarmouth.ca. The engagement website will be used for town projects needing community input and ideas and it will help to inform Council and staff in decision making and prioritization. The website will enhance what we are already doing at public meetings, presentations, and consultations – and it help with the information we share on social media and our website.