A retired top banking executive was an unlikely keynote speaker at a child-care conference held in Rossland last week - or not.

Charles Coffey, appointed an Officer to the Order of Canada in 2004, is a former executive vice president for the Royal Bank of Canada. Last Friday, he spoke on creating a business case for investing in Canada's children.

"Whether you believe in child care or not, the majority of kids in Canada who need it can't get it. Properly funded child care, like education, is good for our kids and good for our economy."

Planning for our economic future in 15 or 20 years, requires investing in children now, he said. If we want our children to reach their full potential, all the players need to be at the table, including the diverse public sector and community, academic and business leaders.

"It's time for business to get comfortable with the uncomfortable," he told the 225 conference delegates. "As well, it's time to seriously look at the facts and numbers in terms of return on investment."

The latest analysis from economist Art Rolnick, of the Federal Reserve Bank of Minneapolis, shows a "$17 return for every dollar invested in high-quality early learning."

It's time to recognize that child care is a "topic for the boardroom," he said - a place where the stakes are high.

"Focused public spending on young children provides returns that outstrip any other type of human capital investment."

Early childhood advocates no longer need to push the research showing how valuable the early years are, he said.

"We know that early child development is the first and most critical phase of human growth. Lifelong learning begins with ECD."

Now it's time for early childhood educators to also get comfortable with the uncomfortable.

"Attend Chamber of Commerce and municipal meetings, write opinion and columns for local newspapers, get on cable TV. Get out of your comfort zone and tell your stories."

…. "It's all about networking and advocating."

The conference also recognized family-friendly businesses in the area and Coffey said it is important for the West Kootenay to develop such awards.

"When it comes to children, there are unlimited possibilities and strategies."

Do local businesses offer on site or near-site child care, provide parent networks, and sponsor targeted children's initiatives? Can employees with families job share, have flexible hours or extend maternity or family care leaves? And do corporations encourage staff and management to join children's advocacy boards?

Kootenay-Boundary MLA Katrine Conroy said studies show employees are more productive at work when they have good quality child care. But getting it has been a long struggle.

"But when you have people like Charles Coffey speaking out about the economic reality, this is what we need for more businesses to get on board."

Rossland Mayor Gord Smith attended the keynote address. His early interest in politics came when he was a board member of Golden Bear Children's Centre.

Today, Rossland is showing innovation and leadership towards the early years, he said. The city has changed zoning bylaws around MacLean School to allow a new day-care centre to open and worked hand-in-hand with the Nelson and District Credit Union to make the new Golden Bear Child Care centre a reality…