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                                                                                                    SPRING 2011

                                                                    Winnipeg’s HTFC Landscape
                                                                    Architecture gets top honours

                                                                     Quebec City Flash Gamers:

  4       BEAN
   Spadina coffee roaster Sense Appeal
                                                                   Shelly Purdy:
                                                                   starts with
                                                                   a ring

   offers a ‘never static and never
   automatic’ menu.
                                                                  Ubisoft Vancouver • Silver
                                                                  Jeans Co. • Totum Tips on
                                                                  Stretching • Calgary’s Sociale
                                                        TOTUM TIPS

   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

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

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

        LAND POWER

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
                                                               communication montréalaise
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
              GUIDE SERVICE
              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

           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.
                                                                                                         is working.
           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 news@alliedpropertiesreit.com
                                                                                                      Editor: Yvan Marston • Design: Gravity Design Inc.
          alliedpropertiesreit.com • SPRING 2011

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