THE ALLIED PROPERTIES REIT TENANT MAGAZINE
QUEBEC CITY • MONTREAL • TORONTO • WINNIPEG • KITCHENER • CALGARY • VANCOUVER • VICTORIA
Winnipeg’s HTFC Landscape
Architecture gets top honours
Quebec City Flash Gamers:
Spadina coffee roaster Sense Appeal
offers a ‘never static and never
Ubisoft Vancouver • Silver
Jeans Co. • Totum Tips on
Stretching • Calgary’s Sociale
THREE DYNAMIC CORE STRETCHES
Totum’s training director sheds some light on the gentle art of being flexible.
Chris Kornacki uses a simple test to determine “If you are looking to stretch as a means of increasing flexi-
your range of mobility. He asks you to bility, you can do static stretches anytime up to six hours after a
move into a deep squat while holding a bar workout,” he says, adding that studies have found the optimal
overhead. This shows him your ankle, hip time is actually before you go to bed.
as well as upper back and shoulder mobility. But static stretching, that is the deep-feeling, stretch-and-hold
“Less than one in ten people I ask to do positions, should not be done before your workout. It could even
that can do it without much trouble,” says have a negative affect on muscle performance, he says advising
the Personal Training Director for Totum Life Science’s King instead to focus on dynamic warm ups like leg swings and
Street West location. shoulder circles to get the fluids working through your joints.
This, he says, is just a fact of our desk-jockeying ways, and Or use this set of three dynamic core stretches.
if we want to improve our flexibility beyond our ability to sit “Think of them as a series of movements rather than stretches,”
and stand, we should look to stretching. says Kornacki, adding that these can be done at the start of a
But don’t start static stretching (i.e., from a resting position) workout to warm up your core muscles. Do them one after the
just yet, advises Kornacki, a former gymnastics coach with other on one side and then switch and repeat on the other side.
certifications in strength training and fascial stretch therapy. – Yvan Marston
1 2 3 HIP FLEXORS
1. Start in the lunge position with your right leg back,
chest up and right hip forward.
2. Bring your right arm up, right hips forward and bend
over your left side, arching back slightly.
3. Rotate your chest upwards, turning your palm up.
Then move into the Glutes stretch.
1 2 3 GLUTES
1. From the hip flexor position, bring your right leg
forward and sit on your right side with one leg bent in
front of the other. Put your hands on the floor in front
of you to support your torso.
2. Now bend your arms to bring your body toward the
floor and move side to side.
3. And come back up into the start position.
1 2 3 LATS
1. From the Glutes position, roll to your right side and
drop onto your right arm.
2. Reach your left arm overhead and rotate your chest up.
3. Reach your hand outward, turning your palm up.
For more videos on stretching, to read the Wellness Blog or to sign up for a FREE week at Totum Life Science on King Street West, visit Totum.ca
alliedpropertiesreit.com • 2
Allied Properties REIT Vancouver Acquisition
Adds a Third Ubisoft Studio to National Portfolio
Vancouver Quebec City Montreal
• Cambie St. in Vancouver • Boul. Charest Est in Québec City • Boul. Saint-Laurent in Montreal
• 100 employees • 300 employees • 2000 employees
• Worked on Pure Futbol and • Worked on Prince of Persia, Battle of Giants and • Works on Prince of Persia and
Academy of Champions. collaborated on Assassin’s Creed Brotherhood Assassin’s Creed franchises
TORONTO / - With the recent acquisition of its first Vancouver building, Un troisième studio Ubisoft s’ajoute
Allied Properties REIT is now housing three of gaming giant Ubisoft’s au portefeuille d’Allied
four Canadian studios. Until the announcement last summer that Toronto
had attracted a fourth Ubisoft studio, Canada only had three of the video TORONTO / - Grâce à l’acquisition de son premier édifice à
game developer’s 24 in-house production locations. Vancouver, Allied Properties REIT abrite maintenant trois
des quatre studios canadiens de Ubisoft, le géant du jeu
Founded in the mid-’80s by five French brothers, Ubisoft is now one
électronique. Jusqu’à l’été dernier lorsque Ubisoft a
of the largest entertainment software developers and publishers in the
world with annual revenues of close to a billion euros. It has the second annoncé que Toronto allait accueillir son quatrième studio
largest development force in the world, employing some 6,400 people, canadien, le Canada ne comptait que trois des 24 studios
about 5,350 of whom are dedicated to production. de production interne du concepteur de jeux vidéo.
Rather than outsource and create partnerships with smaller existing Le studio de Montréal est le premier de Ubisoft à
firms, which is a more common approach, Ubisoft bet on the use of s’être implanté au Canada et grâce à ses prodigieuses
internal development from the start. With major studios in Romania, compétences et à son savoir-faire technique, il est à
China and Canada, and smaller ones in 13 other countries, each team l’origine d’un des jeux Ubisoft les plus populaires de
works to develop specific projects in their entirety, cranking out between tous les temps : Tom Clancy’s Splinter Cell, vendu à
three to four titles a year each. quelque 22 millions d’unités.
The Montreal studio was Ubisoft’s first in Canada and the abundance Les 2 000 employés des bureaux de Montréal font de
of talent and technical know-how saw it yield one the company’s ce studio de développement un des plus grands du monde,
top-selling games of all time: Tom Clancy’s Splinter Cell, which sold produisant des titres comme Prince of Persia et Assassin’s
some 22 million units. Creed. Le deuxième studio de Ubisoft par la taille est
The 2,000 employees who work out of the Montreal space now make installé à Québec. Ses 300 employés réalisent deux à
it one of the largest single development studios in the world, producing quatre projets par an et ont participé à la création de
top titles like the Prince of Persia and Assassin’s Creed franchises. Prince of Persia et Battle of Giants. Ils ont aussi travaillé
à la conception d’Assassin’s Creed Brotherhood en
The second largest Ubisoft studio in the world is in Quebec City.
Its 300 employees put out around two to four projects a year and have collaboration avec Montréal, Singapour et Annecy (France).
worked on Prince of Persia, Battle of Giants and collaborated on Assassin’s Quant aux 100 personnes de Vancouver, elles
Creed Brotherhood with Montreal, Singapore and Annecy (France). sont une partie du succès de Pure Futbol et Academy
As for Vancouver, its 100 employees have laid claim to successes such of Champions.
as Pure Futbol and Academy of Champions.
3 • SPRING 2011
THE COFFEE LAB
With a selection based on bean growing seasons and weekly roasting sessions,
Toronto’s Sense Appeal brings some truly fresh brew to King West Central.
By Yvan Marston
alliedpropertiesreit.com • 4
KING WEST CENTRAL, TORONTO / - Coffee geeks “Flavours take time to develop usually over the course of
rejoice: you have a new king. Peter Adamo has taken his a week depending on the way the coffee was processed,” says
sommelier’s palette and keen interest in the science of Adamo who typically roasts several varieties off site every
roasting coffee beans to build his very own “lab.” Some, week. Sense Appeal actually began as a commercial supplier
however, might know it simply as Sense Appeal. It’s an airy of high quality roasted coffee, supplying many of the city’s
corner of 96 Spadina’s lobby manned by enthusiastic baristas five-star establishments.
happily steaming and pressing brews (no drip coffee here)
for a public that extends well beyond the building tenants. SCIENCE OF THE ROAST Adamo began roasting over a year
ago. Properly obsessed with trying to perfect his home roasting
technique, he was in traffic one day when he spotted a
flatbed truck carrying a Diedrich IR12, a refrigerator-sized
“The process of roasting commercial roaster. He decided to follow it and when he
connected with the owner, a deal was struck and Adamo set
is based in science. It’s a about learning the intricacies of commercial roasting.
matter of controlling and “The process of roasting is based in science. It’s a matter
manipulating variables.” of controlling and manipulating variables,” explains Adamo
who contacted a geneticist friend for tips and even sourced
– Peter Adamo a research paper on volatilities in coffee roasting.
Months of trial and error, and careful documentation
using scientific methodology (hence the periodic table
When it opened in November, Sense Appeal, a partnership inspired coffee names and packaging), led to a handful
between Adamo and Robert Rota, saw line ups thanks to a of reliable roast profiles that would form the CS, B, HN
successful social media campaign and free coffee giveaways. and S beans.
This early February morning also proves busy because As for the space itself, the millwork is finished with
Sense Appeal’s Facebook page has just hit a milestone of 300 roughhewn, 100-year-old Ontario barnwood, and the tall
likes. At every 100, on its way to reaching “a bajillion,” the ceiling and expansive windows keep the bar area from
500-square-foot shop lodged in what was formerly a barber feeling too compact. Indeed, it’s a great place for cupping a
shop gives away free americanos all day. But what’s interesting quick shot of espresso, but any lingering is best done in the
about this free coffee is that it is good. Really good. lobby space of 96 Spadina where the café also has several
tables and chairs spread over two levels.
COFFEE BY TERROIR Two and half years ago, Adamo was a
sommelier at Hockley Valley Resort north of Toronto when
the chef asked him to pair the right coffee with a dessert.
“I really had no idea about coffee, so I contacted the
Green Beanery [one of the largest coffee and coffee equip-
ment retailers in Canada] to learn more,” says Adamo, in a
baritone you’d expect from his tall and lanky frame. He
began learning about the growing regions and bean styles
and how geography, geology and climate all come to bear
on this, the world’s second most traded commodity.
“Wine is an agricultural product defined by its terroir,
so maybe I can apply some of my understanding of this
to coffee,” reasoned Adamo. He travelled to Central and
South America as well Australia. He learned about the
varietals farmers were planting based on soil types and
built a network of independent growers.
Much like a market fresh menu, the great white sheets
hanging from the 19-foot ceilings at Sense Appeal change
as different bean types become available. Fresh beans can
be warehoused for five months at the most but once they
are roasted, they come straight to the “lab” and form the For every 100 new likes on Sense Appeal’s Facebook page, the
week’s selection. 500-square-foot shop lodged in what was formerly a barber shop
gives away free americanos all day.
5 • SPRING 2011
Having covered bottoms, Silver Jeans Co. opens a Montreal design studio
to focus exclusively on men’s and women’s tops.
By Yvan Marston
AVE DU PARC, MONTREAL / - There are
boxes stacked three high and racks of women’s
and men’s tops lined up in front of the 10-foot-
high factory windows in the loft space this team
of six has easily outgrown.
Giovanna De Capua sits partially obscured
behind a rolling rack of samples destined for a
trade show in Las Vegas next week. She is on the
phone, patiently scheduling time for her Internet
provider to set up the network in the new space
at 6300 Parc Ave that she and her designers will
move into next week.
Growth has been brisk for this Silver Jeans Co.
design office that was established in Montreal
only two years ago as part of Winnipeg-based
Silver Jeans Co. plan to expand its offerings from
mid luxury jeans to a more complete collection
that includes tops.
“The Schmata industry is really big in
Montreal, this is where you are going to get the
talent,” says De Capua, who in the last 15 years
has worked for a number of other brands,
including Dex, Groggy and Jack & Jones.
In April of 2009, De Capua was approached
by Silver Jeans Co. president Michael Silver to
manage the design studio for the company’s tops.
CHANGING MARKET Recognized as an innovator,
Silver and design director Allan Kemp established
the Silver Jeans Co brand in 1991 with the release
of a unisex pant with a 24" leg opening called
the “Big Guy”.
That was in the early 1990s, when Levis’
dominance over the jeans market began to
wane as designer brands such as Parasuco and
Hollywood Jeans gained a foothold. Ringing
in at the $100 price point, Silver Jeans came to
be known as a reliable mid-luxury brand and a
favourite among women for its attention to fit.
The vast sourcing capabilities of Silver Jeans
Co.’s parent company Western Glove Works
allows the brand to offer premium European
denims milled specifically for the brand, such as
alliedpropertiesreit.com • 6
PRE-WASHED JEANS were first
Le studio montréalais de
marketed in the 1970s when a Cartersville, Silver Jeans Co., se consacre
Georgia, jeans salesman named Hal Burgess exclusivement à la création de
had a flood in the hotel room where he was
storing his jeans. hauts masculins et féminins
He rented the hotel pool for the day to wash AV. DU PARC, MONTRÉAL / - Il y a deux ans, Silver Jeans
the flooded jeans and when they shrunk, Hal Co., société de jeans basée à Winnipeg, a ouvert un studio
decided to market them as ’pre-washed’ à Montréal dans l’idée d’élargir sa collection. En plus de
jeans, selling them two sizes smaller than ses jeans de catégorie « luxe intermédiaire », elle souhaitait
they were initially labeled. proposer une gamme de vêtements plus complète, com-
prenant notamment des hauts. Ces deux premières années
ont été marquées par une croissance très rapide.
Italian Candiani or Australian Brad Mills, at an extremely « À Montréal, l’industrie du vêtement est très importante
competitive price point. And that has made Silver Jeans a et c’est un puits de talent », explique Giovanna De Capua,
favorite among North American retailers like Nordstrom, qui ces 15 dernières années a travaillé pour différentes
Macy’s, The Buckle and over 500 specialty stores nationwide. marques – Dex, Groggy et Jack & Jones.
TOP CHALLENGE Silver’s demographic tends towards C’est en avril 2009 que Giovanna De Capua a été
young adults and it seeks to provide a more complete contactée par le président de Silver Jeans Co., Michael
collection by designing tops. But tops are difficult, Silver, pour diriger le studio de Montréal.
explains De Capua. « Les créateurs peuvent imaginer un vêtement très
“Designers can come up with something really cool, chouette, mais se vendra-t-il? », demande-t-elle en ajoutant
but will it sell?” she asks, explaining that her role is to que son rôle est de faire le lien entre ce que l’équipe crée
bridge the gap between what is designed and what the et ce que les acheteurs ou les commerçants auront envie
buyers / retailers will want to order. de commander.
Her team works on four collections of a year. The major Son équipe dessine quatre collections par an. Celles de
collections are Spring and Fall and these can encompass as printemps et d’automne sont les principales, elles peuvent
many as 60 pieces. The two smaller collections are the high compter jusqu’à 60 articles. Les collections d’été et de
Summer and holiday releases. These are meant to freshen
vacances sont plus restreintes et ont pour but d’ajouter une
up stock, peppering existing retail with a few new looks.
touche de fraîcheur aux stocks existants en agrémentant
Currently, the Silver Jeans collections are designed la collection de quelques nouveautés.
around its marketing concept of The Family: a group
of friends that form a surrogate family and in which
potential buyers may recognize aspects of themselves
and their lifestyles.
SILVER BUYER Silver Jeans buyers, explains De Capua, are
typically 15 to 40 years old with the bulk of the buyers in
their 20s. And the brand does particularly well in Alberta
and B.C. as well as in smaller urban markets in Ontario.
Recognized for its fit and quality of finish, Silver jeans
tend to appeal to its female buyers through its price point
as a mid-priced luxury brand.
The tops market, however, is less brand-driven and
much more competitive, explains De Capua. “A woman
will buy one pair of jeans and four tops, for example.
And she’ll spend $200 on the jeans and $20 on the top.”
In the end, it’s a strategy game, she says. An experienced
team uses market research to make educated guesses as to
what is the right combination of quality and price.
Giovanna De Capua (third from right) and the Silver Jeans Co.
“For women, it’s always going to be about fit, style Montreal design team.
and price point, in that order.”
7 • SPRING 2011
After 40 years of weaving together cultural interpretation, geography and
firm has become the region’s own force of nature.
By Yvan Marston
EXCHANGE DISTRICT, WINNIPEG / - Where the “The trick,” explains another firm principal, Monica
Assiniboine and Red Rivers meet, a sheltered bowl, formed Giesbrecht, who specializes in education, healthcare
by a three-meter-deep depression in the ground, pays tribute and recreation design, “was to do all this in a way that
to 7,000 years of culture and tradition. Eight sculptural steel was elegant and that would be compatible with a broad
armatures surround the bowl, each reaching skyward to cross-section of spiritual beliefs.”
define precise sightlines for visitors to view specific stars. To that end, the site is imbued with a reverence for the
This is the Oodena Celebration Circle. It is part of The natural elements of earth, fire, water and sky. That’s one of
Forks, a gathering place for thousands of years and easily one HTFC’s true strengths, explains Manning, understanding
of the most important historical places in Western Canada. and interpreting a place’s cultural landscape.
The Forks receives hundreds of thousands of visitors every
year, and while much of it celebrates heritage, the Circle REGIONAL EXPERTISE Forty years ago, Hilderman was
reaches deep into the notion of spirituality and place. a one-man firm working from his attic sorting out the
“Cultures have been coming to this place since glaciation. complexities of a master plan for Whiteshell Provincial Park,
[The Circle] looks at what it means to find a place on this which covers 2,792 square kilometers of the province’s east
earth that builds on shared experiences of wonder and border. Still recognized as a leader in regional-scale landscape
engagement with our surroundings,” says Glen Manning, the architecture and planning, HTFC now occupies 6,000
principal in charge of urban design with Hilderman Thomas square feet over two floors at 115 Bannatyne Ave East in
Frank Cram Landscape Architecture and Planning (HTFC). the Exchange District.
Some 30 people fill the space and collaborate in areas
CULTURAL LANDSCAPES It would be easy to see this as mainly such as historic site restoration and interpretation, urban
an aboriginal site, but HTFC founder and firm principal design and revitalization, waterfront planning and First
Garry Hilderman thought of the Circle as a reflection of all Nations projects.
the cultures that have congregated here over millennia.
alliedpropertiesreit.com • 8
The Oodena Celebration Circle at the
Forks celebrates the space’s power as a
gathering place for thousands of years.
TOP HONOURS Garry Hilderman had a busy
November. Fresh from the Manitoba Chambers of Commerce
Business Awards, where Hilderman Thomas Frank Cram
took top honours for outstanding small business of the year,
he was off to Rideau Hall in Ottawa to receive the Order of
Canada for his 40 years of working to create and develop
Manitoba parks, historical sites and environmental projects
– both as a landscape architect and volunteer. And in
February, the Canadian Society of Landscape Architects
bestowed the firm with its National Honour (the top award)
for their work on the Red River Floodway.
urban design, this Winnipeg landscape architecture
“We mainly practice in Manitoba and Northwestern REGIONAL DEVELOPMENTS Expanded over two floors and
Ontario, where we developed an expertise in prairie and boreal connected by an internal staircase, HTFC is a hive of activity
forest landscapes,” says Manning, adding that in terms of staff as current projects continue to develop and shape the region
and projects, HTFC is the largest pure landscape and planning that lies beyond these walls. Near The Forks, Upper Fort Garry,
firm in the region. a historical site being reclaimed from a Petro Canada station,
a parking lot and a curling club, is to be re-imagined as a
WINNING WORKPLACE With some years counting as many heritage park and interpretive centre. Also at The Forks,
as 180 projects on the boards, HTFC has a breadth and depth Giesbrecht is working on the Variety Heritage Adventure Park.
of experience that is atypical. It is often called upon for its Then there’s the Centennial Concert Hall’s Steinkopf
expertise in recreation planning, regional land use and even Gardens, whose stepped courtyard is being re-interpreted
treaty land entitlement work. to improve its accessibility. Still more regional jobs, like
“Our collaborative approach, in some ways came from our revitalizing Kenora’s waterfront, and planning work for
work with aboriginal groups,” explains Manning. HTFC’s northern communities such as York Factory First Nation
method was not to charge into a remote community with will change how these communities use their resources.
big ideas and lofty plans, he says. Instead, it engaged in a The firm is also engaged in preparing a management plan
collaborative process. to protect the outstanding natural and cultural values of a
“Rather than being product oriented, we are process oriented,” 34,500-square-kilometer tract of boreal forest and waterways
adds Giesbrecht. “You can’t just jump to solutions. They just bridging the Manitoba and Ontario borders. Known as
won’t be successful unless you work with the community.” Pimachiowin Aki (the land that brings life) it has been
That collaborative spirit is also how it functions internally. nominated a World Heritage Site.
In fact, its workplace culture helped the firm win top honours htfc.mb.ca
for outstanding small business from the Manitoba Chambers
of Commerce last year.
9 • SPRING 2011
Fledgling Montreal communications firm finds its niche supporting
Quebec’s growing aerospace industry. By Yvan Marston
ATLANTIC AVE., MONTREAL / - Regional and “It’s an industry that is absolutely fascinating and somewhat
business jet sales may be temperamental and defence underserviced when it comes to communications and
budgets tightening, but planes still have to fly and they marketing,” says Hébert, whose company Aerokom provides
need parts to do that. Despite the a range of services, from writing
headline grabbing attention of the and design to public relations and
big makers like Bombardier and event management.
Boeing, much of Canada’s aerospace
The Canadian aerospace industry
What began as a one-person
industry is comprised of parts and employs more than 80,000
consultancy three years ago has now
services firms. And it is growing. Canadians and since 1990, industry become a six-person shop servicing
“It’s an extremely specialized sales have more than doubled, an industry that generates some
industry,” says Mélanie Hébert. reaching $23.6 billion in 2008. $23 billion in annual revenues
“One company, for example, – Source: Aerospace Industries through its global reach, according to
distributes parts around the world the Aerospace Industries Association
Association of Canada
for one type of helicopter.” of Canada.
Hébert has become something of a “What makes it so interesting
specialist herself, using her masters in is that the client relationships are
intercultural communications and her business background international – you have to know what is going on every-
to provide marketing services to a handful of fast-growing where,” she says, adding that travel is no small part of the
parts distributors. attraction she has to the industry.
alliedpropertiesreit.com • 10
Prior to opening a retail art gallery/framing business in
Montreal a few years before this endeavour, Hébert spent
Une jeune agence de
five years living and travelling throughout Europe, Asia,
Australia, and Israel. But her retail operation was a little
too stationary for the energetic blonde whose quick trouve un créneau dans
smile and affable manner made her a natural in the
world of communications.
l’aérospatiale au Québec
A short stint of government employment sparked her Si les ventes d’avions sont par nature incertaines et les budgets
interest in consulting and she formed Zone Interkom de défense en baisse, une chose est sûre : on ne peut se passer
to work on marketing challenges for industrial design, des avions et ils ont besoin de pièces détachées.
tech human resources and government agencies. But one « C’est une industrie extrêmement spécialisée », explique
fateful job led to a web site redesign for Rockland, a Mélanie Hébert. « Par exemple, c’est une seule entreprise qui
Quebec-based aerospace logistics support and services distribue dans le monde les pièces d’un hélicoptère particulier.»
firm, and Aerokom was born.
Mélanie Hébert s’est elle-même spécialisée en mettant à profit sa
A merger last year with MHD saw Rockland grow maîtrise en communication interculturelle et son expérience en
from seven people to over 100 with major contracts such
entreprise pour proposer des services de marketing – rédaction
as supporting the Royal New Zealand Air Force’s fleet
et conception, relations publiques, gestion d’événements – à
of C-130 Hercules aircraft.
certains distributeurs de pièces détachées en pleine croissance.
“Aerokom’s role is also to establish channels for commu-
nication, whether that’s an embassy dinner or whether it Il y a trois ans, elle était seule dans son agence de conseil,
is a trade show, it is about finding the right venues and qui compte aujourd’hui six personnes et s’emploie à servir une
giving clients the right tools,” say Hébert, who has taken industrie générant, selon l’Association des industries aérospatiales
part in trade missions to Haiti and Mexico with the du Canada, quelque 23 milliards de dollars de revenus annuels.
Chambre de Commerce de Québec. C’est grâce à un emploi au gouvernement qu’elle s’est
With more than half of Canada’s 400 aerospace découvert un intérêt pour le conseil et qu’elle a donc créé Zone
companies located in Quebec, Aerokom’s Montreal Interkom, une agence spécialisée dans le marketing destiné aux
headquarters at 400 Atlantic are well situated to further domaines de la conception industrielle, des ressources humaines
serve an industry ranked fifth among its global peers (secteur technologique) et des agences gouvernementales. Par
and considered one of the largest contributors to la suite, un de ses contrats l’a conduite à recréer le site Web de
Canadian R&D activities. Rockland, une firme québécoise de logistique et de service dans
Aerokom.ca le secteur de l’aérospatiale. C’est ainsi qu’est née Aerokom.
L’année dernière, la fusion avec MHD a fait passer le nombre
d’employés de 7 à 100 personnes, une équipe chargée de
s’occuper entre autres de la flotte des Hercules C-130 de l’armée
de l’air néo-zélandaise.
« Le rôle d’Aerokom est aussi de mettre en place des réseaux
de communication, par exemple par le biais de repas d’affaires
ou de salons professionnels, le but étant de trouver le lieu adéquat
et de donner les bons outils à nos clients », affirme Mélanie
Hébert, qui a récemment participé à des missions commerciales
en Haïti et au Mexique avec la Chambre de commerce de Québec.
Plus de la moitié des 400 entreprises aérospatiales canadien-
nes étant installées au Québec, le siège social d’Aerokom,
au 400 rue Atlantic à Montréal, est très bien situé pour élargir ses
activités dans un secteur classé au cinquième rang mondial et
considéré comme un des plus grands acteurs dans le domaine
de recherche et développement au Canada.
11 • SPRING 2011
Photos: Aston Industries
alliedpropertiesreit.com • 12
A former 1912 Tango cellar in Calgary is reanimated and reinvented
into a ‘serious’ lunch spot, corporate bar and nightclub.
By Yvan Marston
SIXTH AVE. SW, CALGARY / - One hundred years HISTORIC FABRIC Soldiers had threatened to demolish the
after it opened as a dining and dancing hall, the lower establishment unless the German name was removed from the
level space of the Lougheed building once again pulses electric sign outside. Before matters could escalate, the building
with the rhythm of an energized Saturday night. superintendent cut the power to the lights and locked the
Under the oak corniced ceilings and atop the original door. Though the Cronns were not heard from again, the
terrazzo floors, as many as 350 patrons, ranging in age name persisted for some years before the place became the
from 25 to 50, take in this underground scene. And city’s first jazz club in the 1920s. Then it languished for a
Witold Twardowski couldn’t be more pleased. time before the Loughheed building was restored in 1998.
“This is working the way we hoped. It’s a destination,” Further work on Sociale’s space was completed for its recent
says the mind behind some of Calgary’s other destinations, opening, but not without significant challenges.
including The Ranche, Cilantro, Teatro and Mescalero. “Mainly it was getting the infrastructure to work within the
“This” is Sociale Bar & Grille, and it is in fact a joint space without disturbing the historic fabric,” says Twardowski,
effort that has Twardowski partnering explaining that the electrical and ventilation all had to be
with Elizabeth Panonko and Eron Forseth brought up to modern standards.
to revitalize the space that the city once
knew as Cronn’s Rathskellar (German for NEW MED CUISINE Interior firm
restaurant in the basement of a city hall), “If you can get a lunch Hribar Design wasn’t trying to
and more recently as the Penguin Pub crowd, happy hour, do 1911 when it conceptualized
below Monty’s Deli. the space, he says, and while the
dinner and then the late restored ceiling and floors offer
‘HITTING ALL FOUR NOTES’ Now the night, you’re hitting it an aura of days gone by, the
8,000-square-foot space, spread over two on all four notes” three white marble bars, backlit
levels – a 1,200-square-foot tapas bar with frosted glass, work as light
– Witold boxes to introduce a modern
on the street level mezzanine and a 6,800- Twardowski
square-foot dining space for 140 down aesthetic into the mix.
below – is finding its place as a ‘serious bar A D.J. upstairs usually features
with serious food. Seriously,’ as Twardowski puts it. a conga or sax player and downstairs is a mix of danceable
“If you can get a lunch crowd, happy hour, dinner and beats. As for food, chef Kenny Kaechle calls his menu new
then the late night, you’re hitting it on all four notes,” old world and sets about rethinking a Mediterranean style
he says, explaining that he was attracted to the project of cuisine with entrees like a Chorizo crusted wild salmon,
and the space because of its “juicy” background. BBQ pork flatbread, and tapas like beet and apple salad
and Merguez sausage and meatballs.
When it opened in 1912, Cronn’s Rathskellar was
known as a place to Tango, still something of a risqué “It’s a corporate bar, but not bar food. There’s no chicken
dance at the time. It was a downtown hotspot that closed wings and nachos here,” says Twardowski.
three years after opening when its German owners were socialecalgary.com
forced out one dramatic night during World War I.
13 • SPRING 2011
High atop a Quebec City neighbourhood sits a loft full of 80s retro
gaming ideas and a team dedicated to bringing these concepts to life.
Welcome to Berzerk Studio. By Yvan Marston
NOUVO ST-ROCH, QUEBEC CITY / - In the Internet’s was three weeks,” adds Lachance who likens independent
multichannel universe, content creation is a good place to be. game development to being a musician.
Just ask Simon Lachance and his cohorts who founded “You can make your own music, or you can be a studio
Berzerk Studio, a small independent game developer. musician,” he says, explaining that in Flash game development,
Based in Quebec City’s technology hub in Nouvo St. Roch, revenues are derived usually in one of two ways. Either you
Berzerk specializes in the creation of Flash games, that is, develop a game you think people will want to play and then
interactive media created for online and mobile devices using sell it to a gaming site that makes its money from ads, or you
Adobe-owned Flash software. And in two years, the trio has work for a client developing a game around a product as part
become one of the top earning independent Flash gaming of a viral marketing strategy.
developers in the world. The latter is called ‘servicing’ and it is what Lachance,
Etienne Jean and Marc-Antoine Jean (no relation) were doing
ADDICTIVE AND FREE Easily accessible, often addictive before they founded Berzerk.
and usually free, Flash games range from simple 2D puzzles
“We preferred to make our own original stuff than to
to stylized 3D multi-player first-person shooters, and there
work for hire. We wanted to work without any limits or
are tens of thousands of them available with developers
constraints,” says Lachance.
releasing new ones all the time.
It takes Berzerk’s six-person team about three months to PLAYING THE MARKET Of course they have to design
move a game from concept to completion. “But our record what the market demands, but having become a top-selling
alliedpropertiesreit.com • 14
developer in a marketplace with 6,000 registered
developers, they appear to have an intuitive understanding
LE MONDE DU JEU
of what that is. Le Studio Berzerk : un loft
On average, a Berzerk game gets played 8 to 12 million de St-Roch qui déborde d’idées
times and their wares have been translated into Japanese,
Spanish and Russian. Indeed, it’s a global marketplace de jeux électroniques
and from the confines of its cozy Quebec City studio,
Berzerk can sell a single title some 20 times to clients it Parmi les multiples créneaux
has never met. Most of the transactions work through qu’offre l’univers d’Internet, celui
a gaming industry site called Flashgame License, a de la création de contenu est un
marketplace where independent developers can meet bon filon. Pour s’en convaincre,
buyers. il suffit d’en parler à Simon
With a solid reputation for developing games that Lachance et aux deux associés
attract attention, Berzerk is moving into the mobile avec lesquels il a fondé Berzerk
marketplace having already developed an iPhone app. Studio, un petit créateur de jeux
Building for the Android and Windows mobile market is indépendant.
next on the list, and they are trying to build their games so Basée au sein du pôle technologique de Nouvo St-Roch à
that they can ultimately be imported into gaming consoles Québec, Berzerk se spécialise dans la création de jeux flash, média
like PS3 and Xbox, should the opportunity arise. interactifs accessibles en ligne ou sur le réseau de téléphonie
mobile et utilisant le logiciel Adobe Flash. En deux ans, cette
équipe à trois têtes est devenue un des premiers développeurs
de jeux flash indépendants au monde.
BERZERK’S TOP 3 ADDICTIFS ET GRATUITS Facilement accessibles, souvent
addictifs et gratuits, les jeux Flash sont divers et variés dans
DOWNLOADED GAMES leur niveau de sophistication et ils sont surtout très nombreux :
il en existe des dizaines de milliers et de nouveaux sont créés
BERZERK BALL Pour créer un jeu du début à la fin, les six personnes de
Wind up and smack a l’équipe de Berzerk nécessitent environ trois mois. « Mais notre
geek through Berzerk record est de trois semaines », explique Simon Lachance en
land to earn money ajoutant qu’il existe dans leur secteur deux manières de fonctionner.
and level up. Soit on développe un jeu et on le vend à un site de jeux en ligne
qui tire ses revenus d’annonces publicitaires, soit on travaille pour
un client dans le but de créer un jeu autour d’un produit dans le
cadre d’une stratégie de marketing viral.
C’est cette deuxième option qui était la spécialité de Simon
You’re a robot with a Lachance, Étienne Jean et Marc-Antoine Jean (pas de lien de
gun and a beetle for a parenté) avant qu’ils ne fondent Berzerk.
sister. Find an artifact « On a préféré développer nos propres créations originales
and blast everything plutôt que de travailler pour un client. On voulait travailler sans
that moves for points. limites ni contraintes », affirme Simon Lachance.
UN MARCHÉ VRAIMENT MONDIAL Bien entendu, il faut
créer des jeux en fonction des demandes du marché. Mais ça,
TRAP MASTER l’équipe de Berzerk semble savoir le faire intuitivement. En moyenne
As the dungeon’s les jeux Berzerk sont utilisés chacun de 8 à 12 millions fois. Ils
monster master, use sont également traduits en japonais, en espagnol et en russe.
your fireballs and fangs Forte de la popularité de ses créations, Berzerk vient de se
to keep the treasure lancer sur le marché de la téléphonie mobile. Elle propose
hunters from the doom d’ailleurs déjà une application iPhone. Prochaine étape : des jeux
chest. pour le marché mobile de Windows et Android qui pourraient
éventuellement être importés sur des consoles de jeux comme
la PS3 et l’Xbox.
15 • SPRING 2011
Known best for her jewel-encrusted bridal designs and ‘achievement’ rings, Toronto
goldsmith Shelly Purdy combines whimsy and skill to bring authenticity to her work.
By Yvan Marston
KING WEST CENTRAL, TORONTO / For a lot of SECOND-STOREY RETAIL It was time to go at it alone.
people, a ring can be the start of something, but for Shelly As a second-storey retailer, she began to make a name for
Purdy, it’s the start of everything. To her, a precious metal herself as a talented designer of engagement rings and
band is blank canvas. caught the eye of the nascent Canadian diamond industry.
“Most of my collections start with a ring. I love sculpting, Until the 1990s, finding diamonds in Canada was just a
carving this wax [form to make a ring] by hand,” she says notion. But when the Ekati diamond mine in the Northwest
from her Spadina studio with a enthusiasm that is hard Territories opened the door, Purdy was among the designers
to ignore. courted to use its diamonds. Coincidentally, Purdy had been
In 2007, this successful Toronto-based jewelry designer reading the non-fiction account of how the Ekati diamond
re-organized her small retail business into a one-woman find came to be. Before she could even finish the book, she
enterprise when she found herself doing more administration found herself on a plane to tour the open pit mine.
and sales and less actual goldsmithing.
WHAT SUITS HER CLIENTS She worked with Ekati using
MORE PERSONABLE SERVICE Known mainly for her Canadian diamonds in her collections for a long time, and
bridal designs and ‘achievement’ rings (stackable rings while she stills uses mostly Canadian stones, she works with
women buy themselves to mark life events), Purdy had a what best suits her client.
chance to re-assess how she was doing business and wanted Canada is now the third largest producer of diamonds in
to move forward pushing two agendas: one that saw her the world and with the infrastructure to process those stones
hone her craft and the other that saw her give more in Ontario and the Northwest Territories, it has the capacity
personable service. to rival diamond buying destinations like Belgium and Israel,
And you’ll find both on her Facebook page. Here, several according to Mining Weekly.
images of her work and frequent posts have allowed her to With access to a larger market, Purdy sees herself in a position
connect with buyers from Israel, England, Switzerland and to further serve her clients. Trust she says, is a big issue when
across Canada. people are buying jewelry. There’s not a lot of markup on large
And if you want to know how she made something, just diamond work, so the price is the price, she explains.
ask her. She’s always online, and is prone to flights of fancy, “I’ll tell you the truth based on what I know because I
like sending one customer updates on a ring project using a want you to be awesomely pleased and to tell all your friends.
Spiderman action figurine as a prop. That’s how I do business.”
“I have a crazy brain. It was a late night,” she says, shaking shellypurdy.com
her shoulder-length blond hair with a self-deprecating laugh.
But the client loved it and the touch of personality that
comes from working directly with this craftsperson gave the
entire transaction authenticity. And authenticity is what
Purdy is selling.
She learned her craft at nearby George Brown College,
graduating in 1987 and moving through a succession
of apprenticeships over the next three years until she
developed her own animal series that she sold to Birks.
When the national jewelry chain folded only months
later, she continued to sell to retailers eventually chosing
to re-examine her business.
Above: Shelly Purdy’s recently launched royal collection features engagement
rings with crown settings inspired by tiaras; and for men, gold and sterling
bands featuring regal lions or the monarchy's fleur de lys. Above right: Gothic
letter cufflinks; and bull terrier rings from her early collection.
alliedpropertiesreit.com • 16
17 • SPRING 2011
Suivez le guide!
Par Yvan Marston
AVENUE ATLANTIC, MONTRÉAL / - Exacto brûlait d’impatience de retourner à ses anciennes amours :
Communications, firme montréalaise spécialisée en l’entreprenariat. Dans les années 90, il créa une entreprise de
marketing et en relations publiques, offre un vaste éventail vêtements d’expédition, Paradox (vendue depuis). C’est là
d’expertises dans l’exécution de chacun de ses mandats. qu’il s’est découvert une passion, non pas pour le vêtement,
Cependant, son réel succès réside dans la qualité du service mais pour la stratégie de marque et toutes les tactiques qui
offert aux clients. lui sont dédiées.
Lorsque Benoît Allaire et sa sœur Marie-Josée ont embauché
leur personnel pour leur nouvelle agence de communications DUO FRÈRE ET SŒUR « Nos carrières se sont souvent
intégrées à Montréal, ils étaient certains d’une chose : ils entremêlées », explique Marie-Josée. Spécialisée en commu-
voulaient des serveurs! nication de produits de consommation, Marie-Josée a évolué
au sein de plusieurs entreprises dont le Ritz-Carlton, le Conseil
« Pas tout à fait, explique Marie-Josée, qui évolue dans
canadien de la fourrure et Edelman Relations publiques.
l’industrie des relations publiques depuis plus de 15 ans. Que
ce soit de l’expérience en restauration ou de n’importe quel Lorsque Benoit s’est lancé dans l’aventure Exacto, Marie-Josée
autre type, c’est l’exercice de servir directement une personne est vite devenue sa référence en relations publiques. Par la force
qui donne de la valeur ajoutée. » Sur les 12 employés de la des choses, leur association leur a alors paru toute naturelle.
firme tous possèdent dans leur parcours professionnel de C’est donc en 2004 qu’ils ont joint leurs forces respectives.
l’expérience dans l’industrie du service. « Ce que je voulais créer était une sorte de coffre à outils
pour nos clients. Notre spécialité, c’est la stratégie. Donc,
EXPEDITION MARKETING Pas facile la vie d’un spécialiste du que nos clients viennent nous voir pour nos compétences
marketing de nos jours admet Benoit Allaire. Les entreprises Internet, événementielles ou graphiques ou pour nos services
disposent plus que jamais de différents moyens pour faire passer de relations publiques, ils auront de toute façon accès à la
leur message. Pour lui, Exacto devient en ce sens, une sorte de totalité de ces compétences », explique Benoit.
guide pour le client. Exacto, qui compte parmi ses clients Reebok, Permacon,
« Toutefois pour que les gens suivent le guide, ils doivent Bombardier, Wines of Chile et Wines of South Africa, s’est
lui faire totalement confiance, une confiance qui ne s’acquiert vite sentie à l’étroit dans ses premiers bureaux du 6300 avenue
qu’en proposant une stratégie solide, une exécution parfaite du Parc. En novembre dernier, l’entreprise a emménagé
et un service irréprochable », explique-t-il. dans des bureaux plus spacieux à la même adresse et au
Dix ans auparavant alors à l’emploi de Bombardier, Benoit même étage.
alliedpropertiesreit.com • 18
At the heart of this Montreal marketing
firms success lies a simple truth about
the value of good service.
When Benoit Allaire and his sister
Marie-Josée were hiring staff for
their new Montreal-based, full
service communications agency,
they were certain of one thing:
they wanted waiters.
Well not exactly, explains
Marie-Josée. Tall, blue-eyed and
blond, she has been plying the
public relations trade for more
than 15 years and knows all too well the value of responsive service.
“It could be restaurant experience or whatever, it is the exercise of serving
someone directly that holds tremendous learning value,” she says, adding that
all 12 staffers at the seven-year-old strategic marketing and communications firm
Exacto have some grassroots service experience in their work background.
EXPEDITION MARKETING Life is complicated for a marketer these days, says
Benoit, there are more ways to move your message than ever before and he sees
Exacto as a kind of guide.
“But to get people to follow you, you need them to trust you, and trust comes
from providing good strategy, flawless execution and excellent service,” he says.
Ten years ago, Benoit sat behind a desk at Bombardier longing to get back to his
entrepreneurial roots. In the 1990s he ran an expedition clothing company called
Paradox (it was since sold) where he discovered a passion not for clothing design
but for developing brand strategies and all the tactics that go with it.
At that time, Marie-Josée was working for the Canadian fur council, Benoit’s
company was sourcing wolverine fur to trim parka hoods because of its ability to
shed frost. Following an expedition, she organized a press conference to raise
the profile of her brother’s brand.
BROTHER-SISTER TEAM “Our careers often intertwined,” says Marie-Josée
whose experience includes work for Ritz-Carlton and for Edelman Montreal as a
consumer brand specialist.
When Benoit set out on his own again to form Exacto, he often sought his sister’s
council. Working with her seemed a natural fit, so the two joined forces in 2004.
“What I wanted to create was a sort of toolbox for clients. We are based on
strategy. So whether you come to work with us for our web, event, print, or PR
skills, you will essentially have access to that 360-degree thinking,” says Benoit.
Servicing clients like Reebok, Permacon, Bombardier, Wines of Chile and Wines
of South Africa, Exacto quickly outgrew the space it had taken up at 6300 Ave
du Parc and moved to larger quarters on the same floor with a complement of
10 staff in November last year.
The growth, explains Marie-Josée, was a function of responding to client needs.
“We wanted to stay true to our promise of service,” she says.
19 • SPRING 2011
BUILD YOUR OWN COLLABORATIVE
Three businesses merge into one space
6 STEPS TO BUILDING
to create a workplace By Yvan Marston A COLLABORATIVE WORKPLACE
RICHMOND STREET WEST, TORONTO / - What do two seasoned
branding and design experts, two professional facilitation and project 1. KNOW HOW YOU WORK. Before you
start, be clear about what it is you do and
management consultants and an environmental transportation and logistics what you need from the space.
specialist all have in common? A need for space.
“I think it’s the minority that can work in isolation,” says Annie Gaudreault, 2. KNOW HOW THEY WORK. “I wouldn’t
focus on the type of business,” says Tamara.
owner of BRIO Branding and Design. She was looking for office space two
“It comes down to personality and the
years ago when she settled at this Richmond Street West address. nature of their work. Do they work in a
That’s where she and creative director Dori Burchat met sisters and business way that is compatible with your work?”
partners Tamara and Shawna Eberle of Traction Strategy, a six-year-old
3. CREATE SECURITY. Build a ‘safe’
professional facilitation, project management and research firm specializing environment where everybody respects
in strategic planning, market and community research and stakeholder each other’s business and clients.
consultation. Shortly after, Hilary Garner, a partner in a logistics business,
joined the studio space when she was looking for an office closer to home. 4. SHARE VALUES. Since this usually
involves a small group, there has to be a
“It was interesting to see how many people wanted to share space,” level of personal compatibility.
recalls Tamara who had placed an ad on Craigslist as well as using postings
around the downtown neighbourhood. But being a professional facilitator, 5. BUILD RULES. Developing rules together
gives everyone a level of control over the
she knew interviewing respondents would be just a step in what she and
terms that will govern the space.
Shawna hoped would become a collaborative workspace.
“Not collaborative in the sense that we work on projects together,” 6. …AND REVIEW THEM. Do regular check
ins where you can talk about how the space
clarifies Tamara, who didn’t expect new business from an office mate.
Rather, she and Shawna sought a good fit, that is, someone who had the
same work style, similar values and with whom they could get along.
And most importantly, someone from whom they could learn.
More than a network, Tamara sees the collaborative as her home team.
“The way we’ve chosen to work has made my business more successful.
FSC LOGO HERE
There’s no question,” she says.
TractionStrategy.ca / BrioBrands.com
Send your company info, events and story ideas to email@example.com
Editor: Yvan Marston • Design: Gravity Design Inc.
alliedpropertiesreit.com • SPRING 2011