Brought to you by the Businesses of UpTown Waterloo

BIA Committees

The UpTown Waterloo BIA is supported by four main pillars—Marketing and Communications, Advocacy and Relationship Building, City Planning and Economic Development and Governance and Finance—designed to create value-added advice and direction to the operation and objectives of the organization. 

Marketing & Communications

Our mandate is to promote UpTown Waterloo as a vibrant and active shopping, dining, entertainment and service area that provides variety and diversity. We pride ourselves on an outstanding festival and event list that finds something for everyone, to invite guests of all ages to UpTown Waterloo, including the Winterloo Festival, Kitchener-Waterloo Comedy Festival, Sun Life Financial UpTown Waterloo Jazz Festival and more; see our Annual Festivals and Events page for a full list.

Along with special events, a themed advertising campaign helps to keep UpTown Waterloo top of mind for customers and guests. Currently, UpTown Waterloo is advertising our #ChooseLocal campaign, which reminds guests that their support to local and small businesses is invaluable and essential to maintaining a vibrant and diverse core. The BIA coordinates print advertising in various local media, as well as on local radio and television stations, to share this message. UpTown Waterloo is active on social media as well, @uptownwaterloo on Twitter and Instagram, and on Facebook at Additionally, a business directory is produced every two years and delivered to local hotels, tourist and information centres and municipal buildings, to provide information about and promote the businesses of UpTown Waterloo. To view this directory online, visit the Business Directory page.

The Marketing Committee is always looking for creative and innovative people and we invite you to consider joining our team. If you work with a business in UpTown Waterloo and are interested in joining the Marketing Committee, please Contact Us.


The Advocacy & Relationship Building module of the BIA’s Strategic Plan ensures continued dialogue and partnership between the BIA board, its members and the City of Waterloo. The BIA works on maintaining strong communication among its members, and provides various platforms to facilitate such communication. These have included Lunch and Learn sessions, Networking meetings, engagement sessions and general membership meetings.

Economic Development

The BIA has a passion and vision for the UpTown core that has implications for the way UpTown is planned and economically developed. As the UpTown population grows and new developments move in, so do new residents. The BIA makes it a priority to understand how best to serve and support new residents, and how to enhance their experience in UpTown Waterloo. The City Planning & Economic Development module consults on the needs for infrastructure such as parking, bicycle-friendly zones, wayfinding, accessibility and other ways that make it easy to visit and spend time in UpTown Waterloo.

Governance & Finance

The Governance and Finance module oversees the BIA’s annual budgets and the adherence of policies and procedures within the BIA Board and office. Both the Board and BIA staff follow a Governance Guide, which outlines Human Resources processes, Code of Conduct, Purchasing Policy, Board & Committee Member Roles and Responsibilities, as well as the By-law and BIA’s Strategic Plan.

In addition to these pillars, the BIA is also committed to Beautification, with a goal to draw people to a core that is not only a well-developed centre of commercial activity, but also a well-planned, well-maintained and physically attractive area and living spaces. Beautification projects have included planting trees, garbage receptacles, bicycle racks, street name signs, interlocking sidewalk bricks, hanging flower pots, banner program, spring tulips, Christmas decor, tree lights, attractive benches and decorative pole banners and electrical upgrades.