Deep River 70 Anniversary Advisory Committee Final Report

Deep River 70th Anniversary Advisory Committee

Final Report

Deep River 70th Anniversary Committee Report - 2015

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Contents

Mission

Aims of Committee

Committee Members

Committee Meetings

Signature Events

Funding

Measures of Success

Publicity Activities

Recommendations for Future Deep River Heritage Activities

Lessons Learned for Other Citizen Advisory Committees

Appendix A – Overview of 70th Anniversary Facebook Page

Appendix B – Publicity Materials Produced by the Committee

Appendix C – Media Coverage of Anniversary Events and Activities

Appendix D – Magical History Walking Tour

Appendix E – Criteria to Assess Support for Events/Activities

Appendix F – Brainstorming List of Ideas

Appendix G – Suggested Prizes for Community Club Fundraising Raffle


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Committee Mission

Volunteer committee appointed by Town of Deep River in February 2015.

“Reporting to Council, it is the responsibility of the 70th Anniversary Committee to plan, coordinate, organize and implement events to take place in 2015 to commemorate the Town of Deep River’s 70th Anniversary.”

Aims of Committee

1. Remind residents and inform newcomers and visitors of the history of Deep River and area during its first 70 years.

2. Promote a sense of pride in the achievements of early settlers and pioneers.

3. Celebrate the achievements of the many individuals and organizations that helped make Deep River so unique.

4. Provide opportunities for residents and visitors to gather together and share their stories and experiences.

5. Encourage local residents to share memorabilia and documents, e.g. with Deep River Library to scan and archive for posterity.

6. Provide outlets for local artists, entertainers and sports clubs to present themselves to a wider audience.

7. Offer possibilities for collaborations and partnerships between community groups such as Chamber of Commerce, Rotary, CNL, Legion, schools, library, businesses, senior friendship club, Y&TC, golf club, summer playground program, NRT, town departments (Fire, Police, Recreation), etc.

8. Forge and solidify cooperation between town and neighbouring municipalities.

9. Have fun together!

Volunteer Committee Members

Chair: Larrie Thomson

Committee Members: Sid Davis, Kathy Amunds, Wendy Murphy, Mike Ward

Marketing and Promotions: Joyce Aiston

Council Liaison: Megan Aikens

Committee Meetings

A total of 18 Committee meetings were held from March to the time of writing this report. As a result of the compressed time-frame to plan and complete events/activities during 2015, we had to meet often and work fast. All Agendas and Minutes are posted on the Town of Deep River website. The Committee had 9 guests attend various committee meetings to share their ideas. This was an indication of the obvious and significant interest of the community to participate in the celebration of Deep River’s 70th anniversary.


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List of Events and Activities

Please note that the bolded events/activities were new for this year.

• Travel Our Backyard Magazine Article, full-page advertisement published in May 2015 with a circulation of 30,000 copies throughout region.

• Summer Launch, Banner Unveiling. The Deep River 70th anniversary logo was designed by Phaedra Hiuser and the 70th anniversary banner was designed by Amy Croteau, both on a volunteer basis (June 18).

• Canada Day celebrations (July 1 partnership with the Rotary Club of North Renfrew)

• Yacht & Tennis Club ‘Try It Day’ (July 11)

• Surf Lounge Revival Evening (July 31) Dance organized in partnership with the Senior Friendship Club dance - Sold Out

• Deep River Birthday Party with the Town of Deep River’s Summer Playgrounds Program as well as creation of large mural for the Surf Lounge Revival event

• Large mural/posters celebrating Deep River produced by the Town of Deep River’s Art Camp attendees for public display

• Deep River Days (July 31-Aug 1) – This was the Committee’s signature event celebrating Deep River’s 70th Anniversary and included the following events and activities for residents and visitors of all ages: Mountain Bike Scramble, Scavenger Hunt, Antique Car Show, Science Displays by the Deep River Science Academy, Science Demonstrations sponsored by ??, Public Works Department “Mighty Machines” Display, Recreation Department Kids’ Games, complimentary Photo Station with the Valley Artisans’ Arctosaurus, Kids Zone (Air Bounces and Carnival Games) sponsored by Canadian Nuclear Laboratories, giant birthday cake, and lots of family fun!

• “Did You Know” Trivia Contest series in the North Renfrew Times highlighting facts about Deep River’s history

• Community Golf Fun Day (Sept 12) with 40 attendees, 18 holes of golf and a dinner.

• From the Archives display – partnership with the Deep River Public Library (October)

• “Alice Journals” series of stories in NRT

• Deep River Art Gallery opening at Town Hall (Nov 1st)

• Unity in Diversity celebrations (partnership in Nov)

• Town of Deep River Tree Lighting ceremony (Dec 3 - sponsorship) – The Committee provided materials and assisted children in attendance with the crafting of hand-print ornaments for the Town of Deep River’s Christmas Tree in front of Town Hall.

• Initiation of the Oral History project to video-record interviews with early residents (Ongoing)

• See Appendix F for other ideas brainstormed.


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Funding Sources

The funding for the Committee’s diverse activities and efforts came from a number of sources including:

1. Budget Allocation from Council from and Mayor’s Discretionary Fund

2. Rotary Club of North Renfrew – supported full-page advertisement in Travel Our Backyard

3. Town’s Economic Development Advisory Committee – supported full-page advertisement in Travel Our Backyard

4. Upper Ottawa Valley Chamber of Commerce – supported printing of promotional posters, production of 70th anniversary banner

5. Fleury’s valu mart – donation of large birthday cake for ‘Deep River Days’ celebrations

6. Canadian Nuclear Laboratories – funding for ‘Deep River Days’ rental of air bounce structures for CNL Kidz Zone

7. Valley Artisans – donation of prize for Trivia Contest.

Measures of Success

With over 16 events planned, coordinated, organized and implemented by the Committee, or with the Committee’s assistance, the Committee is pleased with the notably high level of success achieved in celebrating and commemorating Deep River’s 70th anniversary over the course of 2015. This high level of success is measured by the following:

• Strong attendance/participation by community members and visitors at all 70th anniversary events, particularly Deep River Days. A number of events, namely the Surf Lounge Revival and the Scavenger Hunt, were in fact sold out.

• During and following 70th anniversary events, Committee members received significant positive feedback from participants.

• Strong response to publicity efforts, particularly to the Committee’s Facebook page. (See below)

• Partnerships and networks were built and strengthened with and among numerous businesses, organizations and volunteers in the community who were keen to collaborate with the Committee to celebrate and commemorate Deep River’s 70th anniversary.

• Participation and engagement of local schools

• Healthy attendance of community members at regular committee meetings.

Publicity Activities

One of the primary functions of the Committee was to leverage a variety of publicity tools to generate excitement and interest in Deep River’s 70th anniversary. To do so, we executed the following publicity activities:

• Designed and posted many colourful posters and large event signs throughout the community • Full-page advertisement published in May 2015 edition of Travel Our Backyard with a

circulation of 30,000 copies throughout region


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• The Summer Launch event aimed to “kick start” the Anniversary festivities. A media advisory was issued to local newspapers and radio as well as a follow up media release.

• Conducted several radio interviews • Wrote and submitted 34 articles for the North Renfrew Times as well as submitted numerous

photographs and advertisements • Ran a series of Did You Know facts in the North Renfrew Times about Deep River’s history

followed by a Trivia Contest • Created a dedicated email address • Posted notices and content on the Town of Deep River website • Issued invitations to media for major events, a number of which were attended not only by the

North Renfrew Times but also other newspapers from Renfrew County • The 70th Anniversary banner will be hung above the outdoor rink beside Giant Tiger during the

winter skating season

Facebook One particularly successful publicity initiative was the Committee’s creation of an extremely popular Facebook page. In the spirit of partnership and collaboration, this Facebook page was also used to publicize other community events as well. The following is a number of highlights of our Facebook metrics (please see Appendix A for further details):

• The Facebook page was launched on May 23, 2015

• Over 400 page “likes” within the first week

• By December number of page “likes” was over 660

• Most popular postings were home videos, one of which generated a reach of 11,346

• Second most-popular postings were photos of Deep River in the early years, including the Strand Theatre (5,356 reach), Centennial Rock and Time Capsule (2,696 reach) and Byeways Tavern (2,518 reach).

Recommendations for Future Deep River Heritage Activities

Moving forward, the Committee makes the following recommendation for future heritage and/or Anniversary activities:

• If celebrations are to be contemplated for Canada’s 150th anniversary or the Town of Deep River’s 75th anniversary, Council should consider appointing an organizing committee, at least one year in advance. In doing so, this would allow time for ideas to be explored and sufficient funds to be allocated.

• If a “legacy project” is to be contemplated for either (or both) Canada’s 150th anniversary or the Town of Deep River’s 75th anniversary, Council should consider allocating funds from its annual budget process or encourage the creation of a fundraising committee well in advance so to provide adequate time for fundraising efforts to be implemented.

• Consider allocating ongoing budget for public art such as sculptures and murals, possibly through competitions.


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• Consider repeat coverage of specific future events in “Travel Our Backyard” magazine.

• Continue ‘Deep River Days’ celebrations, possibly combined with existing Canada Day activities.

• Support proposed continuation of the Yacht & Tennis Club’s ‘Try It Days’.

• Support continuation of ‘Surf Lounge Revival’ or similar event for seniors.

• Continue support for volunteer initiatives such as the Deep River Art Gallery.

• Assess installation of plaques to commemorate the people who are mentioned in various places (Bill Rounding Park, Bernard Child’s Auditorium, CJ Mackenzie school, JL Gray building, etc.)

• Assess public interest in a town labyrinth (including plans, locations and costing. Some information already collected to date).

• Consider building a performing stage on Riverbank.

• Involve public in improving Deep River Road “gateway” entrance into town. One suggestion is to do so through a design competition.

• Develop existing bike trails, (back-lane and bush routes) with volunteer help from cycling groups.

• Resume cross-river swim, orienteering race, etc. with participation of volunteers.

• Propose Town host a taping of a popular radio or TV show such as Rick Mercer Report, Vinyl Café, etc.

• Propose ‘Open Doors’ event similar to Pembroke, or annual house/garden tours.

• Display or contests for homes or gardens, ice/snow sculptures, winter lights, etc.

• Assess interest in a self-guided town ‘Magical History’ walking tour. See Appendix E.

• Assess interest in installing an up-to-date sound system in Child’s auditorium.

Lessons Learned for Future Citizens Advisory Committees

We noted the following lessons learned through establishing and operation of the 70th Anniversary Committee:

• Form committees early, start meeting together as soon as possible, meet regularly, stick to timed agenda, keep in touch via email, invite public to attend meetings.

• Start with brainstorming ideas, record ideas, decide which can be started quickly, easily and cheaply to gain experience before tackling larger events.

• Include alternate event date/location information in the main advertising in case of inclement weather.

• Look for ways to include other groups and individuals and their ideas or groups to partner with.

• At the end of each meeting repeat actions assigned during the meeting.


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Appendix A

Overview of 70th Anniversary Facebook Page

It was recognized by the 70th Anniversary Committee that more traditional marketing (newspapers, posters etc.) would reach only a certain percentage of our target audience. The younger population is more inclined to use social media to obtain information and to link to others. In addition, social media such as Facebook provides the opportunity for former Deep River residents to re-connect with their community through the internet.

A Statistical Overview

• The 70th Anniversary Facebook page was launched on May 23, 2015.

• With wonderful assistance from Amy Croteau at Digital Copy Xpress and Town staff, it immediately became popular and had over 400 page “likes” within the first week. This increased once the 70th Anniversary logo was posted on the Town webpage – just clicking on this took people directly to our Facebook page.

• By December the number of page “likes” was over 660

• Most popular postings over the year were three home videos (without sound). All were about 4 minutes in length; the first one generated a reach of 11,346, the second one 2, 587 and the third one 2,600

• The second most-popular type of postings was photos of Deep River in the early years, particularly those that held some special “memories” for current or past residents.

Strand Theatre – 5,356 reach Centennial Rock and Time Capsule – 2,696 reach Byeways Tavern – 2,518 reach Bank of Montreal (original location) – 1,499 reach

• The third most-popular items were informational items such as:

70th Anniversary Summer Launch photo and info – 1,892 reach Info about Deep River Days – 1, 483 reach

• Finally, more difficult to quantify (because there are many of them) were the photos of Deep River and area. They proved very popular throughout the life of the Facebook Page and will remain there for some time so that residents and past residents can enjoy the beauty and diversity of the town, through the seasons.

This overview has also been developed to assist community organizations in developing and maintaining an interactive Facebook page to assist with their marketing and promotional efforts.


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Set-Up: The Facebook page is administratively easy to set-up:

Best Practices:

• Consider the visual elements of the set-up i.e. profile and cover visuals, as the “launch” of the page is very important

• Consider having more than one administrator for the page (to cover for postings/responding to messages if one person is unavailable)

Postings: Facebook allows the administrator to post in draft and to schedule a post for a day/time in the future:

Best Practices:

• Postings either first thing in the morning or later in the day may work best in terms of reach. Weekends are also fairly good.

• Consider weather, if possible, when posting. A rainy day may mean more people are on their computer, laptop or i-phone.

• Visuals are extremely important; moving visuals most popular (videos) and photos are perennial favourites.

• If possible, only post once per week or less to avoid follower “fatigue” with your page.

• Consider text that is being posted. Does it reflect the language that your target audience might be using? Too many abbreviations? Not clear?

Resources: Maintaining a Facebook page in a consistent manner takes time and effort, especially if it needs to be done over an extended time period.

Best Practices:

• As well as having two administrators, consider having more than one person dealing with the content of the site – sharing ideas, undertaking research etc. The second person does not have to be as technically proficient but can provide fresh ideas and perspectives, as well as doing some basic research.

Note: Amy Croteau at Digital Copy Xpress provided significant on-going support and technical expertise to the Facebook page during its lifespan. The 70th Anniversary Committee is extremely grateful and appreciative to Amy for this.


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Appendix B

Publicity Materials Produced by the Committee


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Appendix C

Media Coverage of Anniversary Events and Activities

North Renfrew Times – Summer Launch

North Renfrew Times – Match Up Column

North Renfrew Times – Did You Know Column

North Renfrew Times – The “Alice” Journals

North Renfrew Times – Surf Lounge Revival

North Renfrew Times – Deep River Days

North Renfrew Times – Community Golf Day

North Renfrew Times – From the Archives

North Renfrew Times – Deep River Gallery Grand Opening

Miscellaneous Clippings from the North Renfrew Times

Clippings from the Pembroke Observer


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Appendix D

“Magical History Walking Tour”

Stop Place Why Interesting What to See/Do

1 Town Hall Gathering point to hear about town history, achievements listed in Brag Book

Comfortable, convenient place to wait for start of tour, gather pamphlets.

2 Deep River Public Library

Many firsts, listed in Brag Book Short tour inside, view of river, public volunteer garden

3 Arboretum beside LTCF

Unusual to have an arboretum in a town. Listed in Brag Book.

Collection of native trees chosen so residents can decide which ones they could plant in their own garden.

4 Long Term Care Facility

Several firsts, listed in Brag Book Tour inside? Sit on patio overlooking arboretum.

5 Mackenzie School Many firsts, listed in Brag Book Could rest in pool viewing room to hear school history, list of visiting entertainers

6 Riverbank Park River views, logging, steamboat history

Photograph, walk along path to pavilion, pier.

7 Tennis Club Canadian tennis champ, other items in Brag Book

Sit in lounge, buy a drink.

8 Yacht Club Many sailing champs, first windsurfing club nearby

Stroll by boats, visit pier.

9 Cosray Centre Once world’s largest solar radiation collector, part of US space program

Nothing left to see inside so walk past

10 Canadian Clock Museum (need transportation)

Canada’s only clock museum Guided tour of many items.

11 Deep River Woods (need transportation)

Unusual for a town to have a protected forest in its borders

Pleasant walking path with entrance, interpretive signs, wildlife viewing shelter, boardwalk.

12 DR Hospital (need transportation)

Opposite Deep River Woods, several firsts, (Brag Book)

?

13 Historical person’s homes

Story and history about numerous famous people.

Houses, neighbourhood.


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Appendix E

Criteria to Assess Support for Events/Activities (Not formally used, but worth keeping in mind)

1 Is this a new event/activity, or builds on an existing event/activity?

2 Is there a champion/s for it? Who?

3 Is there an existing group/club who could run it?

4 What other partners are necessary to run the event/activity?

5 Is it for the whole town or a select group/s? What group/s?

6 Do the skills and resources already exist here? What are they?

7 How many hands-on volunteers are needed to run the event/activity?

8 Where would these volunteers come from? Group, sector, club, community?

9 What money is required? What’s already available? Estimate?

10 Where would any extra money come from if needed? Town, fundraising? Sponsor?

11 Is there time to plan and organize it during 2015?

12 Is it an event/activity that could continue in future years?

13 Are special permissions required and can they easily and quickly be obtained?

14 Are there plans/resources in place to publicize it?

15 Is the Town or 70th Anniversary Committee needed to help advertise/sponsor the event?

16 What contact info is required/available? Who, etc.?

17 Who will follow up by contacting interested people?


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Appendix F

Brainstorming List of Ideas

Greyed items (or similar) were part of 2015 70th Anniversary Celebrations

Idea What is it Who runs it What’s needed

When Notes

Logo competition

Public contest to generate interest, produce a common logo to be used in all 70th anniversary events

Town, artists, 70th committee.

Advertising, rules, prizes, plans for how to use logo

Early in year

Sponsored prizes?

Art contest Contest to generate art project about or for DR.

LAC, Valley Artisans Coop, schools

Advertising, rules, judges, prizes, display venue

Preferably early in year

Maybe several categories, age groups.

Song competition

Contest to produce original popular song about or for DR.

Summerfest committee (has done similar event before)

Advertising, rules, judges, performing venues and opportunities

Before Canada Day celebrations

Maybe finalists chosen then public votes for winner.

New sports event/s

Sports/activity event that can continue in future years.

Town Rec Dept 70th committee.

Trail bike ride, resumption of cross-river swim, orienteering race, etc.

Depends on activity

Could be race or just for fun.

New charitable event

Something like Kitchissippi Run, bed race, or build on Terry Fox run.

Service club, Cancer Society

Ideas, volunteers, advertising, sponsors

Depends on event chosen

Could be something in or around town, open to all.

Club celebrations

Opportunities for local clubs to expand reach, visibility

All clubs. Finance spark from Town or govt. if needed

Start early in year

CA has list of clubs.

Visiting VIP Speaker

Focus of 70th celebrations?

Town, service club, organizations with contacts

Any VIP speaker

Canada Day, UiD, etc

e.g. G-G, David Suzuki, etc

Host radio/TV shows

e.g. Rick Mercer, Vinyl Café tapings

CBC, local org team.

Early contact and proposals to CBC

Depends on broadcast schedule

Should be contacted asap.

Special events

1. e.g. Musical Ride RCMP Band 2. e.g. Visit of NACO Reunion DRSO concert

1. DRSO, THEOP, Service club 2. DRSO, THEOP

1. sponsorship by govt dept 2. Sponsors, contact info for past players

1. When available 2. Concert season

1. Need assistance from MP? 2. Need agreement of DRSO.


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When Notes

Special “DR Welcome Campaign” website

New website that can be used for ongoing welcome campaign

Town to operate

Professional design, plans, content

Early in year but updated regularly

Advertise for ideas.

New community projects

e.g. build stage on Riverbank e.g. instal Labrynth

Summerfest, community group, etc

Ideas, design, funds, build by Town and volunteers.

Location, design, material, volunteers

Before summer events. When snow gone

Sponsor by businesses, provide materials. Details available thru Phil Simpson

New community events

Celebrate DR, residents Town, clubs Ideas, buy-in from clubs,

Whenever Volunteer Day/Party, sports awards

“Open Doors DR”

Similar to OD Pembroke, or house/garden tours

Service club, Hort Soc.

Ideas, plans, agreement for tours

Spring or summer

Could be fundraiser but also to welcome visitors to see DR.

Regatta, river-based event

Some event focusing on river/riverbank, bath-tub race

DRYTC, boat owners, rowing club, RRIA, underwater club

Ideas, organizers

Summer Part of Canada Day?

Town beautification events

Displays or contests for homes or gardens, ice/snow sculptures, winter lights (used to exist)

Service clubs, Hort. Soc., other orgs.

Advertising, ideas for themes, judges

Several events thru year

Sponsored prizes?

Town “Magical History” Walking Tour

A planned walking tour of interesting town locales. Could be guided or self-directed with pamphlet.

Service club, Chamber of Commerce?

Organizers, list of places, info and script. (Brag Book has a start) See sample tour itinerary Appendix D.

Throughout walking season

Could tie in with any visits of VIPs, etc. Also provides material for ongoing Town promotion.

Biking/walking promotions

Close some streets to autos on a weekend day, to encourage biking, walking, socialising, etc.

Town to provide notices, signs, barriers

Street suggestions, buy-in from community

Throughout summer (or into winter for XC skiing)

Initially tie into a new charity walk, or something existing.

Expand town cycling routes

Enhance existing back-lane and bush routes to encourage more riders.

A couple of avid cycling groups exist who may be interested.

Volunteers, ideas for enhancing routes, signage

Non-winter months

Many existing routes not well known to residents. Some just for fun.


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When Notes

JSV Mayor Visit

Visit of mayor of El Salvadorian twinned city, San Jose Villanueva

Run by Rotary Club.

Ideas for visit Happened Need speaking opportunities

Charity Golf tournament/fun day

Renfrew Real Estate Board event, connected to cheque to local charity.(Only available certain years)

DR golf club Cooperation of golf club, publicity, accommodation

Fun Day Happened

Sponsored prizes, leverages.

Home/Small Business Forum

Opportunity to highlight DR business potential, generate connections, synergy

Chamber of Commerce, Town.

Publicity, contacts, venue, agenda

Run by Economic Advisory Committee in June

Sponsorships possible, public invitations to panel discussions.

Host meetings of regional organizations

Opportunity to showcase DR

Town. Connections, agendas, accommodation, venue

Whenever A&GC, FCM, etc.

Build Heritage Museum

Showcase town and nuclear history

Dedicated volunteer committee.

Champion/s site, content, project management, operating funds.

Multi-year project

LVD site? Private entrepreneur needed?

Miscellaneous “Security Day” to provide a mobile shredder for public to bring documents. Focuses on personal security.

Service club, Town, Police, Valley Waste Management.

Provider of shredder, sponsors.

Whenever available.

Small charge, share with other municipalities?

Community Club Raffle

70th events fundraiser, raise profile of clubs, groups. Sell memberships/tickets to events by participating clubs

Service club, participating groups.

Details, advertising, agreement from clubs, sellers

Winter and summer.

Prize is season’s ticket to everything. See Appendix G

Community forums, workshops

Opportunity for education, share ideas, open up town. Invite participants from other towns.

Service clubs, groups, Town, library.

Ideas, advertising, facilitators, venue, logistics

Whenever. Could be a series, or a single event.

Wide range of expertise already exists in town to start


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Appendix G

Suggested Prizes for Community Club Fundraising Raffle

Winter – tickets to DRSO, THEOP, DRCG, MCS concerts, plays, UID dinner, memberships or access to DRXC, MMSC, curling, squash, public skate, swimming, etc. Lessons (ski, skate, curling, etc.)

Summer – Memberships or access to tennis club, golf club, lawn bowling, swimming, etc. Lessons (sailing, tennis, golf, rowing, etc.)

All season – entrance to clock museum, schoolhouse museum, access or membership to badminton, indoor soccer, pool, yoga, Baila, etc. Lessons in pottery, woodworking, swimming, squash, music, art, etc.

Documents

Deep River 70 Anniversary Advisory Committee Final Report