Reimagine Victoriaville

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reimagine victoriaville

A first report will be presented to City Council on Sept. 21 that provides a recommendation for the future of Victoriaville Centre.

The FINAL report looks at what options are possible for a revitalized Victoriaville that are economically and pragrammatically sound, and enjoy broad community support. Four feasible options for the Centre were prepared and analyzed based on public input, stakeholder input, and evaluation criteria to make a decision on the future of Victoriaville Centre.


Development of Three Options

Based upon analysis of the retail market, findings of the first round of stakeholder and community engagement in Oct. 2019, the need to meet the Project Objectives, and understanding of downtown revitalization strategies, Urban Systems will be evaluating three options using a decision-making matrix.

They will identify opportunities and constraints associated with each option and present these for discussion to the public on February 13, 2020.


Victoriaville Centre has been losing money for many years. Internal projections suggest that the Centre will continue to lose money at an escalating rate – from a $689,000 operating loss in 2016 to an estimated $824,000 operating loss projected for 2025. Total losses over a ten-year period are estimated by the City at approximately $9.3 million.

Significant stakeholder and community engagement was undertaken in 2016 regarding the possible demolition of the Victoriaville Centre. A public presentation was delivered to approximately 150 attendees and an additional 1300 questionnaires were received in person and online. Almost 9 out of 10 respondents indicated that the Victoriaville Centre does not improve the downtown South Core, does not provide sufficient public benefit relative to it’s operating deficit, and that the cost to demolish and reopen Victoria Avenue is justified by cost savings over time.

Many respondents felt that Victoriaville Centre actually hastened the decline of the South Core rather than improving it. Support to demolish and restore Victoria Avenue appears to be widespread.

A first report will be presented to City Council on Sept. 21 that provides a recommendation for the future of Victoriaville Centre.

The FINAL report looks at what options are possible for a revitalized Victoriaville that are economically and pragrammatically sound, and enjoy broad community support. Four feasible options for the Centre were prepared and analyzed based on public input, stakeholder input, and evaluation criteria to make a decision on the future of Victoriaville Centre.


Development of Three Options

Based upon analysis of the retail market, findings of the first round of stakeholder and community engagement in Oct. 2019, the need to meet the Project Objectives, and understanding of downtown revitalization strategies, Urban Systems will be evaluating three options using a decision-making matrix.

They will identify opportunities and constraints associated with each option and present these for discussion to the public on February 13, 2020.


Victoriaville Centre has been losing money for many years. Internal projections suggest that the Centre will continue to lose money at an escalating rate – from a $689,000 operating loss in 2016 to an estimated $824,000 operating loss projected for 2025. Total losses over a ten-year period are estimated by the City at approximately $9.3 million.

Significant stakeholder and community engagement was undertaken in 2016 regarding the possible demolition of the Victoriaville Centre. A public presentation was delivered to approximately 150 attendees and an additional 1300 questionnaires were received in person and online. Almost 9 out of 10 respondents indicated that the Victoriaville Centre does not improve the downtown South Core, does not provide sufficient public benefit relative to it’s operating deficit, and that the cost to demolish and reopen Victoria Avenue is justified by cost savings over time.

Many respondents felt that Victoriaville Centre actually hastened the decline of the South Core rather than improving it. Support to demolish and restore Victoria Avenue appears to be widespread.