The Peterborough Downtown Business Improvement Area (DBIA) is a non-profit organization that champions the ongoing commercial development of downtown Peterborough. Our downtown is the beating heart of our city, and we are proud to support its growth and vibrancy. From marketing and events to advocacy and placemaking, we invest directly back into the district we serve.
We partner with downtown businesses and work closely with City and community stakeholders to share concerns, opportunities, and ideas. As a collective of engaged leaders who live and work in the core, we are dedicated to helping businesses navigate change and thrive.
We actively promote the downtown’s story, celebrating local businesses, organizations, and experiences, while supporting events, activations, and initiatives that contribute to a dynamic and inclusive community. We are your informed and passionate voice for the issues that shape our downtown.
We respectfully acknowledge that downtown Peterborough is located on the Treaty 20 Michi Saagiig territory and in the traditional territory of the Michi Saagiig and Mississauga Anishinaabe, collectively known as the Williams Treaties First Nations.
We respectfully acknowledge that the Williams Treaties First Nations are the stewards and caretakers of these lands and waters, and we honour their enduring relationship with this territory.
As the DBIA, we are committed to fostering respectful relationships and supporting reconciliation efforts that uphold the rights and dignity of Indigenous peoples. We strive to ensure that our initiatives, partnerships, and community spaces reflect inclusivity, celebrate cultural diversity, and contribute to a shared vision of connection and mutual respect.
In the spirit of reconciliation, we pledge to learn, listen, and act in ways that support the aspirations of Indigenous communities while working together to build a vibrant and thriving downtown for everyone.
Ignite economic growth and cultural vibrancy in downtown Peterborough, by creating spaces and experiences where people feel connected, inspired, and at home. We champion local stories, celebrate diverse communities, and foster a downtown where life and business thrive together.
To light up downtown Peterborough with creativity, culture, and connection — where artsy meets outdoorsy, local flavors meet musical beats, and old-school charm meets new-school ideas. A place where people are at the heart of every step, sparking stories, memories, and a sense of belonging.
Every dollar, partnership, and program the DBIA undertakes ladders up to one of these six pillars — the working scaffold for how we build a downtown that thrives.
The downtown economic development strategy focuses on supporting business growth, attracting investment, and fostering a thriving commercial environment. By attracting local entrepreneurs, filling vacant spaces, and promoting mixed-use developments, we aim to position downtown as one of the region's strongest economic assets. Partnerships with local government and stakeholders are key to sustainable economic resilience.
Our vibrancy strategy focuses on creating memorable experiences that drive foot traffic, boost local businesses, and celebrate downtown Peterborough's unique character. From signature festivals to pop-up markets and community-driven initiatives, our events bring people together and showcase the downtown as a vibrant cultural and economic hub. Collaboration with membership, businesses, and local artists ensures a dynamic and inclusive community.
Our beautification strategy enhances the downtown's visual appeal, creating a welcoming and vibrant environment. Initiatives include new public art installations, seasonal decoration enhancements, signage, and improved green spaces, complemented by a robust maintenance plan. By combining aesthetics with sustainability and accessibility, we aim to foster community pride and make downtown a place where people want to visit, work, and stay.
Our governance and operations strategy ensures the DBIA remains a transparent, efficient, and collaborative organization. By strengthening board leadership, streamlining operational workflows, and maintaining open communication with stakeholders, we provide effective advocacy for downtown businesses and foster a culture of continuous improvement. This approach helps the DBIA navigate the future with clarity and purpose.
Our marketing and communications strategy positions downtown Peterborough as a premier destination for business, entertainment, and community connection. Through targeted campaigns, engaging content, and a strong online presence, we amplify the voices of local businesses and highlight the downtown's unique offerings. This strategy builds awareness, fosters engagement, and attracts visitors from across the region.
The DBIA implements a forward-thinking budget strategy that prioritizes impactful investments in downtown's growth and vibrancy. By allocating resources efficiently, leveraging partnerships, and seeking additional funding through grants and sponsorships, the budget supports key initiatives in economic development, beautification, and community engagement. A robust evaluation framework ensures accountability and maximizes return on every dollar spent.
The day-to-day work of the DBIA is carried out by a small professional team reporting to the Board.
Nour Mazloum stepped into the role of Executive Director of the Peterborough Downtown Business Improvement Area (DBIA) in June 2024, where she leads strategic initiatives focused on downtown revitalization, business growth, and vibrant place-based programming. She oversees signature downtown events, community activations, and business engagement initiatives that strengthen economic vitality and foster a welcoming, inclusive urban core.
Nour brings extensive governance and sector leadership experience. She currently serves as Treasurer of the Ontario Business Improvement Area Association (OBIAA) and as a Director on the Board of the Economic Developers Council of Ontario (EDCO), where she also chaired its Diversity, Equity, and Inclusion Committee.
Her leadership has been recognized provincially. She is the recipient of EDCO’s 2021 President’s Award and the 2022 Diversity, Equity, and Inclusion Influencer of the Year Award, and was recently honoured as Ontario’s Champion of Diversity.
Nour holds a Bachelor of Arts (Honours) in Philosophy and Political Studies from Queen’s University and recently completed her MBA at the Royal Military College of Canada.
Amanda is a passionate visual storyteller and marketing specialist who has been working with the DBIA since 2021 on a number of projects and events, and since has led many innovative campaigns and events that showcase the vibrancy and diversity of our local community. With a focus on both digital and in-person engagement, and driven by community impact, she is committed to supporting the DBIA's mission and increasing downtown Peterborough's visibility, contributing to a more connected and resilient downtown.
With a degree in Advertising from Humber College and Graphic Design & Visual Communications from Fleming College, Amanda brings a versatile set of skills. She previously ran her own practice, empowering local businesses and nonprofits through tailored visuals and uplifting digital narratives. Amanda is an active participant on multiple committees focused on downtown events and culture - such as First Friday Peterborough.
Connor is a lifelong Peterborough resident deeply committed to the city’s continued growth and revitalization. Growing up in Peterborough, Connor developed a strong connection to the community and a passion for supporting local businesses, having experienced firsthand the unique charm of the downtown core.
Before joining the DBIA, Connor was a small business owner where he gained valuable insights into the needs and aspirations of local entrepreneurs. This background has made him a dedicated advocate for small business success, bringing a personal understanding of the challenges and opportunities facing downtown business owners. His experience on both sides of the table fuels their drive to ensure that the downtown remains an inclusive, thriving hub of commerce and culture.
Ellie brings a fresh perspective and enthusiastic energy to the role of Events and Administrative Assistant. With a strong passion for organization, collaboration, and creative problem-solving, she helps support the successful execution of DBIA-led events and day-to-day operations. Eager to learn and contribute, Ellie approaches each project with a positive attitude and a keen eye for detail. Outside of work, she enjoys dancing competitively and is always ready to embrace new challenges.
Cassia is a community-minded professional with a background in housing, community services, and local business. She brings a practical, people-first approach to her work and a knack for problem-solving, organizing, and making things run a little smoother. She also brings a strong understanding of the BIA world, having previously served as Chair of the Village Business Improvement Area (VBIA).
She’s passionate about the people and connections that make a community feel like a community and believes a thriving downtown is about more than economic growth. It’s about creating a welcoming, connected place where people come together and local businesses have the opportunity to succeed.
When she’s not at work, you’ll likely find Cassia taking photos around Peterborough, exploring with her son, or diving into her latest creative project.
As a local board of the municipality, the DBIA operates in the open — public meetings, posted minutes, and published financials.
DBIA members are welcome to attend board meetings. Meeting agendas are posted in advance, with approved minutes shared following board approval.
Funded through a special municipal levy, supplemented by grants and sponsorships — with statements published annually.
The governing documents, municipal by-laws, and policies that guide the organization.
Any commercial property owner, or commercial tenant, located within the defined municipal boundary is automatically a member of the Peterborough DBIA. Membership grants access to programs, grants, marketing, and advocacy — at no additional cost beyond the municipal levy.
In 2025, the DBIA launched a one-year pilot merger with the East Village BIA, expanding its boundaries to include East City businesses for the first time. This partnership connects both sides of the Otonabee River under a shared approach to economic development, marketing, and placemaking.
