The “Three in 2023” Strategy

IDEA was founded in 2013 with a vision of a more sustainable Edmonton supported by robust infill and urban redevelopment. At the time, infill was barely a drop in the development bucket. Now, almost ten years later, infill and urban redevelopment are nearing 30% of Edmonton’s urban growth and are top priorities for our municipal government .

At IDEA, we are proud of what we have achieved but the focus continues to be on the work ahead. Our goals are ambitious, and because of this, we have set out to increase our annual revenue threefold in 2023.

This will allow the organization to hire two additional permanent full-time staff (we are already two-thirds of the way there!), bringing our staff team to three or, as we have come to call it, “Three in 2023”! Our next step is to onboard a Policy Coordinator to the team — whose role will be integral in government relations, and advocating to reduce infill barriers for our members.

so far, idea has created impact through:

  • Zoning bylaw changes – more than we can mention here! Secondary suites, garden suites, midblock row housing, no more parking minimums, and major fixes to the low and mid-rise multi-family zones.

  • Support on infrastructure – 22.4 Million dollar cost share program for water main upgrades to missing middle infill projects.

  • Builder Education Program and the Expedited Permit Process – over 70 successful participants to date, development permit timelines reduced to 20 days and builder permit timelines reduced to 15 days for qualified applicants; infill complaints cut in half.

  • Major changes to policy framework – City Plan calls for 50% of all development to be infill.

  • Dozens of events – over 25 webinar learning sessions and over 20 fantastic in-person events each year.

  • Dedicated volunteers – 40+ active volunteers in addition to our amazing board members.

  • In Development podcast – our bimonthly chat about redeveloping Canadian cities.

  • Growth in membership – IDEA now has 200+ members!

We’ve had a major impact with only one employee and a shoestring budget — imagine what we could do with three.

the “THREE IN 2023” BRAND

Designed by: Laura Aranda

This visual identity centres around themes of: growth, synergy, celebration & success, and community & connection. Along with these themes, the “Three in 2023” brand will also tie into IDEA’s existing brand — which can be interpreted as dynamic, vibrant, fun, collaborative, and inclusive.

We are excited to have this logo represented in all our efforts throughout 2023 — keep your eyes peeled.

How We Will Achieve “Three in 2023”

Earned revenue in 2023 will be broken down into multiple revenue streams:

  • Membership - 54%

  • Builder Education Fees - 4.6%

  • Fundraising - 23.7%

  • Special Events - 14%

  • Smaller Events - 3.7%

These revenue streams represent a total potential revenue of approximately $300,000.

Implementation:

  • One-on-one meetings with current members to understand how to better create value in various tiers;

  • New membership: IDEA staff and board are actively engaging with members of the industry through events, social media, organic relationships/word-of-mouth, etc.;

  • At least one Refill on Infill event should be catered to each base of membership

Our goals are ambitious, and because of that we’ve set an ambitious target to grow our annual revenue threefold in 2023. However, three full-time staff does not translate into linear growth. Through collaboration and empowerment, these three individuals will drive exponential growth for IDEA.

With your help, we’ll do it—we’ll shape the future, together.

By donating to IDEA, you are directly contributing to expanding the organization's capacity to reduce barriers to infill development. 

All donors will have company or personal information (based on consent) featured on our website and highlighted at the 10 Year Anniversary Gala, happening in Summer 2023. You will also be provided with a receipt which can be claimed as a marketing expense for your business.

For those wishing to pay by cheque, please mail your check along with your name, address, email and phone number to:

Infill Development in Edmonton Association

#202 10526 Jasper Avenue NW,

Edmonton AB T5J 1Z7