The City of Prince George has hired a consulting firm to help change the negative perceptions of the city’s downtown and unhoused population.
Ottawa-based Crestview Strategy Inc. was awarded a contract for the six-month project on May 9 for the Shifting Perception through Communications & Engagement project, according to bid information on the City of Prince George website. In answer to city council questions on Monday, city communications manager Julie Rogers said the consultant is currently in the research phase of the project.
“The consultant is gathering information from various interested parties in our community. But there seems to be a general trend that there is a concern for safety downtown, that there is a negative perception of downtown and that there is a negative perception of our unhoused citizens who live there,” Rogers said. “It would be shifting those perceptions and helping to develop a more positive outlook of our downtown and a more empathetic outlook on our unhoused citizens.”
The project is intended to provide residents with additional information, rather than “to tell people what to think or what to feel,” Rogers added. “It’s a little bit more of a storytelling project than marketing and telling people what to think."
Prince George is a regional service hub for vulnerable populations, a large percentage of which suffer mental health and substance use health issues and live on or near the streets, the city bid document says.
“The presence of this population downtown, particularly in encampments and areas where overdose prevention services and supports are accessible, has contributed to negative perceptions regarding cleanliness and safety in the downtown core. City of Prince George (City) has implemented many initiatives to address these concerns, but negative perceptions have persisted,” the bid document says.
To date, the city has largely taken a technical approach to addressing the issue, with measures such as increasing police and bylaw officer presence downtown, rather than an adaptive strategy, the bid document says.
“There has not been a focus on how we might change perceptions by shifting/transforming understandings and beliefs,” the document says. “A successful strategy will help ensure downtown Prince George is perceived to be safe because everyone is seen as a member of the community, deserving of social connection and support, safety and a sense of belonging.”
According to a report which came before city council on Monday night, the cost of that contract is $110,750. The cost has been funded entirely by a provincial grant, Rogers said.
Once the strategy is complete, the city will look at implementation in phase 2 of the project.
“I think it is good,” Coun. Brian Skakun said. “(But) it is a tough sell to try to convince someone to say ‘you should feel safe’ or ‘it is safe’ when they actually don’t.”
Coun. Garth Frizzell said studies have shown that public perception of crime and public safety are often out of sync with the actual level of crime.
“The fact you are going to out to get it right and get the message out accurately is appreciated,” Frizzell said.
