Patti Brooks

Patti Brooks
Executive Director
1998-Present
Patti celebrated 15 years as the Executive Director for the
UpTown Waterloo BIA in May 2013.
Throughout her tenure, Patti has been a strong advocate
for the core and has overseen three expansions, created
and maintained several major events, mitigated parking
challenges and advocated through multiple major
redevelopment projects.
Patti has been active at the ground level for all of the
monumental changes, ensuring the BIA members interests
are heard and considered.
Patti has received many accolades for her involvement in
the community.
“…Patti has been instrumental in the successful redevelopment of one of
Canada’s most stable and attractive mid-size cities. With change comes
anxiety and excitement. I have watched Patti navigate through some rather
choppy waters and she does so with aplomb. She is tenacious and strategic
when the cause is right”
Waterloo Public
Square Opened 2009
~Colleen Dostle, Festival and Events Coordinator, City of Waterloo
UpTown Waterloo Events
Patti has been involved in growing
many of UpTown Waterloo’s longest
running events:
UpTown Waterloo Jazz Festival
Waterloo Busker Carnival
KW Oktoberfest.
*In 2013 she received her 15 year pin, a
token of appreciation for her long time
dedication to KW Oktoberfest*
UpTown Waterloo Events
In addition to assisting in the growth of Waterloo’s favourite events,
Patti and her colleagues created several new events to draw new crowds to the core
Solstice Sampling - after a wildly successful first year, Waterloo eagerly
awaits the next installment which aims to be bigger and better!
UpTown Country - 10 year run
Winterloo 12 years
and counting…
Mitigating Challenges…
Parking challenges are something that BIAs face on
a regular basis. Since Patti began working for UpTown
Waterloo she has been involved with creating parking options
for employees and customers alike.
~ Paid Parking
Fifteen years ago when Patti began in her role as Executive Director, her
first order of business was to create free parking in the UpTown core.
Patti worked with the City to take parking meters off the streets. After
easing the financial load on guests to UpTown, Patti then focused on
creating two extensive employee parking programs.
~Park n’ Stride, 2007-present.
This program serves employees of UpTown Waterloo. In an agreement
with the City of Waterloo and the UpTown Waterloo BIA, 80 parking
passes for the Bauer Lot were made available to employees of UpTown.
~ UpTown Parkade
The UpTown Parkade addressed the need for more parking in
Waterloo’s core. Through Patti’s collaborative efforts with the City of
Waterloo, the Parkade is currently host to two parking programs; one
catering to employees of UpTown who may park for a full day at a 50%
discounted rate and a second program for guests to UpTown who wish
to park their vehicles overnight.
Advocating for the Membership…
Walmart Settlement
-In 1997 Walmart set eyes on expanding further into the Region of Waterloo. This time it was looking at opening a
super centre in North Waterloo, to the Waterloo-Woolwich border. After facing opposition from citizens, politicians
and the UpTown Waterloo BIA, the proposed development brought to the Ontario Municipal Board.
Patti and the UpTown Waterloo BIA Board advocated for the membership and as a result the
Ontario Municipal Board included a $600,000 settlement for the UpTown Waterloo BIA, to lessen
the economic impact and to make upgrade improvements to the city’s core.
Light Rail Transit – Ion
-In 2005 talks began within the Region of Waterloo about a transit system upgrade: Light Rail Transit.
Since these conversations began Patti has worked closely with the Downtown Kitchener BIA, the Cities of
Kitchener and Waterloo, and the Region of Waterloo to ensure that the interests and concerns of UpTown
Waterloo Business are heard and accounted for.
-One major concern to businesses is a loss of parking. Patti has worked closely with the City of Waterloo
and the LRT project managers to promote the replacement of lost spaces. This resulted in UpTown
Waterloo being the only area on the LRT route to have parking spaces replaced, with an initial loss of 100
spaces and the creation of 68 spaces throughout the core, UpTown Waterloo stands to net a loss of 32
spaces with this development. With an additional Streetscape Improvement upcoming in the northern
portion of UpTown, the overall loss for the core is currently close to ZERO!
-Another concern businesses have raised are construction impacts. Patti and the BIA Board and office are
currently working with the Region at creating a marketing fund and ensuring that appropriate messaging
and signage is available prior to any disruptions.
Patti has committed herself to the BIA and will see through this project until its completion
in 2017. After the successful installation and operation of LRT, Patti will entertain the idea
of retirement…
Major Development Projects…
“In the past decade we have
seen tens of millions of
dollars of new
developments in our core…”
Balsille School of
International Affairs
Opened 2011
Bauer Buildings & Lofts opened in 2010
“…the creation of new street,
a long requested public square,
significant demolition and the
rejuvenation of our primary
streetfront.”
King Street Redevelopment 2006
“…as the Region
undertakes the
construction of a LRT
system, Patti continues to
be an invaluable connector
and advocate for our
association and its
members who will be
profoundly impacted by
this transformational
project” -Jeff Zavitz, Chair,
UpTown Waterloo BIA
“…Patti has been an important
conduit through which our
members have sought the
information required to survive
and thrive in this dynamic
environment.”
LRT – Coming in 2017
Patti Brooks, Executive Director,
UpTown Waterloo BIA, 1998-Present
More than just an asset to the UpTown Waterloo BIA Board; she is our
conscience and our motivator.
~ Jeff Zavitz, Chair, UpTown Waterloo BIA Board of Directors