Vancouver Aquarium Revitalization and Expansion

Outcome
In September 2006, the Vancouver Aquarium's proposal to revitalize and expand its aging facility was referred for public consultation by the Vancouver Park Board. The Aquarium pursued a public consultation that resulted in:

• More than 4,000 people participating in the consultation process, which is a high participation rate relative to other Vancouver-area consultations
  
• 89% overall public support
  
• 86% support by Vancouver residents
  
• 95% support by GVRD residents

Background
The Vancouver Aquarium is a non-profit organization dedicated to the conservation of aquatic life. As the largest aquarium in Canada, the Vancouver Aquarium is home to more than 70,000 creatures and receives more than 900,000 visitors each year. In 2006, the Vancouver Aquarium retained Kirk & Co. to design and implement a comprehensive public consultation process regarding its revitalization and expansion proposal. The purpose of the proposal was to improve the Aquarium's animal habitats and public spaces.

Public feedback was sought on:

• The impact of the revitalization and expansion proposal on land, trees, and greenspace in Stanley Park
  
• Free public viewing of animals at the Aquarium
  
• Design options for the public plaza and salmon hatchery, and for features within the Aquarium space
  
• Overall support for the proposal to revitalize and expand the Aquarium
  
• Rules under which whales and dolphins can be brought into the Aquarium

Public Materials
Kirk & Co. developed a communications and consultation plan that outlined an extensive public consultation process, including the development of public materials such as a discussion guide and feedback form, newspaper insert, display boards, consultation website, scale model, and a presentation for stakeholder meetings. The discussion guide and feedback form acted as the primary source for the public to learn more about the expansion and revitalization proposal. The feedback form encouraged as much public input as possible.

Key Events
As part of the consultation, Kirk & Co. led the planning and execution of consultation events aimed at seeking community input on the proposal. Consultation methods included three public open houses, seven stakeholder meetings, five focus groups, an attitude survey and one-on-one interviews conducted throughout Vancouver.

Media Relations and Issues Management
Kirk & Co. worked closely with Aquarium staff to develop a media relations plan to clearly define the consultation process and build awareness around the opportunities for public participation. Media and public awareness was raised through news releases, media advisories, media briefing and advertising. Kirk & Co. provided executive media training and led daily issues management calls with staff to ensure that consultation issues were being accurately addressed.