A streamlined program aims to boost Esquimalt’s curb appeal

Esquimalt Township has announced the continuation of its successful Business Façade Improvement Program (BFIP), which is designed to improve the aesthetic appeal of the town's commercial areas and attract more customers to the area. In partnership with the Esquimalt Chamber of Commerce, the BFIP is offering a one-time renovation grant in the form of a 50% reimbursement of up to $5K per building/project with a single-face improvement and $10K per building/project on a corner lot with a two-face improvement. The program also provides the support of an architect to assist with design based on applicant budget and needs for no additional fee.

This is the second year the program has been providing funding for local businesses to enhance their storefronts. The program and application process have been streamlined for efficiency and to provide faster support for small businesses.

There was a time when businesses could get a tax break for making cosmetic improvements but Esquimalt Mayor Barb Desjardins said that program “was too onerous.”

The updated plan offers a localized way to incentivize businesses to improve their curb appeal by helping meet their needs as they grow and change. The funding priority is for front-facing businesses along Esquimalt Road and businesses at corner locations along the stretch, however, while there may be geographic and street orientation requirements, “there are no restrictions,” Desjardins said “around business type or design.”

The design support component used to be a prerequisite for businesses applying for façade enhancement funding, but it is no longer compulsory. Some businesses are only looking for new signage, an enhancement for which design but not architectural support is relevant.

Streamlining changes to the program such as creating a shorter online application process and implementing receipt-based reimbursements, as opposed to providing “payments at the beginning creates a fail-safe for success,” said program manager Tara Zajac.

Desjardins emphasized how she hopes the program will make Esquimalt a destination and not just a drive-through. “We’re always trying to instill pride in our community, she said, so visitors will want to come and stay.

“It's an investment in the overall success and the vibrancy of our community,” Esquimalt Chamber President Holly Courtright said. “This has a major impact on economic growth and fosters a sense of pride for all.”

Rishu, the manager of Serious Café told Capital Daily, “If your façade looks better that will be like a feel-good factor for Esquimalt Road.” The purpose of good signage, he said, “is that it has to be visible from afar and that people should be aware of what business is there, and it's clearly visible and so the program works for those purposes.”

But you also have to be a good business to attract business.

“We’re one of the best,” said Rishu.

Rolling applications for the program remain open until October but to be reimbursed, businesses must complete their projects by the end of the calendar year.

“If you're applying in October, it might be a bit of a challenge to get it done but it depends on what they need and what they’re asking for,” Desjardins said.