Cindy Jefferies’ Mayoral Platform
My Priorities for Red Deer
Click on the + symbol to learn more about each priority.
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For several years, it seems Red Deer has been sitting idle, hoping something good would come our way. We have been firmly positioned in “neutral”, waiting for someone to make things happen, waiting for someone else to deal with the challenges we face.
There comes a time for a leader to step up for Red Deer who wants to bring about change. That time is now. It is time to lead. I will work hard to build relationships to bring people together. I will be a strong advocate for this community. Together, through collaboration and connection, we will bring about change.
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Advocating for the needs of our city is important work.
It is critical for the Mayor and Council to develop a strategic, compelling, and effective advocacy program. We need to help our MLAs and MPs recognize and understand the challenges and opportunities that exist in our city. I will lead this charge!
Working with the Alberta Municipalities Association (ABMunis) and the Federation of Canadian Municipalities (FCM) benefits Red Deer. Working with similarly sized cities is important. Sharing ideas, solutions that have worked, and information on the challenges we face will benefit all of us.
We are so much more than a stop between Calgary and Edmonton.
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I will work hard to promote RED DEER!
We must be active, collaborative, and strategic. We need to get out in front and attract businesses and development to Red Deer.
Let’s support and build on the work of the AdHoc Economic Development Committee. There is power and opportunity in collaborating with partners like the Red Deer & District Chamber of Commerce, Red Deer County, Red Deer Tourism, Red Deer Regional Airport, Red Deer Polytechnic, BILD, and RDCA, to mention a few.
There are opportunities to work with ethnic groups, arts and culture groups, and sports groups to bring events to Red Deer and attract people here. You can feel the energy and vibrancy within these groups! Let’s get excited. There is so much to celebrate here.
Throw open the doors and welcome people and businesses into Red Deer! We can help people see the possibilities here. We can help make things happen. Let’s try something new!
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Homelessness, Poverty, Crime, Addiction and Mental Health are taking a toll on our community. Complex Challenges Require Thoughtful and Strategic Solutions.
People in our community are struggling. Housing affordability and housing availability have made the situation much worse. Living in poverty is a reality for many, including children and seniors.
The pain and suffering are real.
Mental health, alcohol and drug addiction, homelessness, prostitution, drug dealing, and crime take their toll on our citizens, our business community, and our neighbourhoods.
There is no one solution or ‘easy fix’ to complex social and economic problems. The fact that similar challenges continue to exist in our community and others demonstrates the need for research, consultation, analysis, and strategic, long-range thinking. Implementation of well-thought-out plans must follow.
As a community, our response needs to be reasoned and realistic. Band-aid solutions are not good investments.
A permanent, purpose-built shelter for our city’s most vulnerable that is supported by wrap-around mental health, housing, employment, and medical services is imperative. Advocating and collaborating with the provincial government to get this done is one of my top priorities. We need to land this plane!
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Together we will help shape the future of Red Deer. We make better decisions when we welcome and include diverse perspectives. Being transparent, having difficult conversations, and focusing on what is best for Red Deer will help guide us.
I want Red Deer to be a city where people can rise to their potential, a city that holds space for everyone to belong, a city where everyone is valued and thrives. Diversity enriches our lives. Everyone should feel welcome here. Celebrating and sharing the diversity in our city brings energy, joy, and prosperity. It’s also a great opportunity to invite others in, boost tourism, and shine the light on what makes this city a vibrant place to be!
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Our downtown needs a boost. Our approach cannot remain the same if we expect change. Downtowns are changing. Red Deer’s is too. As a community, we need to define what we want it to be and then focus on doing what it takes to bring about change. We have been quick to identify the challenges and slow to act on the solutions and possibilities. Property owners, businesses, the DBA, social agencies, and citizens will be important participants in this work. Incentives for residential development in the downtown core are an idea worth exploring.
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For decades, our city has benefited by having a steady growth rate. In recent years, our growth has levelled out, and City revenues have not kept up with increased costs. Reduced grants from the provincial government and fewer federal government programs for infrastructure are impacting the financial sustainability of the City.
Over the past four years, the City Council and administration have worked to develop financial plans that reflect this reality and implement better reporting mechanisms. We have also paid close attention to City reserve levels, and work is underway to build the reserves back up. In the past, decisions have been made to draw down reserves to cushion taxpayers from increases. Unfortunately, we are now faced with depleted reserves, aging infrastructure, and a backlog of maintenance work. We have had to make cuts to the overall budget and raise taxes. Going forward we need to arrive at a balanced position—focusing on increasing growth, monitoring spending, and maintaining our current assets.
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Red Deerians love our parks and natural spaces. They are part of our community identity and contribute to our health and wellbeing by giving us recreational opportunities and enabling us to connect with nature.
Being good stewards of the land, water, and air is important to all of us and to future generations. How we develop, where we develop, what we develop, and what we choose to preserve all have an impact on the environment and wildlife. As a municipality, we have a responsibility to make choices through a lens of sustainability.
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I believe in listening to our youth. They are smart, informed, and have great insight and ideas. Looking for ways to involve youth is a priority for me. Their voices should inform our decisions for the future of Red Deer.
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We are on the Traditional Territory of the Metis Nation of Alberta, the Territories of Treaty 6 & Treaty 7.
For generations, the Siksika (Blackfoot), Kainai (Blood), Piikani (Peigan), Tsuut’ina (Sarcee) and Stoney Nakoda including the Chiniki, Bearspaw, Cree, and Wesley First Nations and the Metis Nation of Alberta have been stewards of this beautiful land. It is with the acknowledgment of injustices and commitment to reconciliation that I thank our Indigenous neighbours for helping us all find a just and sustainable path forward.
For decades, Indigenous people have tried to tell their stories. For decades, their message has gone unheard, but change is happening. As a society, we are only beginning to see and understand Canada’s history from an Indigenous perspective. In addition to acknowledging that we are all treaty people, we must live up to our responsibilities.
Each one of us has a role to play in acknowledging the harm caused and the injustices that have taken place. Each one of us has a role to play in healing and reconciliation. It will make our community stronger. I am very committed to this process.
"I want Red Deer to be a city with opportunities. A place where people belong and want to be."
Cindy Jefferies
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Volunteer
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Have a question?
I’d love to connect with you.
What do you want Red Deer to be?
What’s most important to you?
Share your thoughts, ideas, or questions through the contact form or email me directly at jefferies4reddeer@gmail.com.