This spring, the University of New Brunswick Associated Alumni named their 2024 Proudly UNB Awards recipients, and a familiar face from UNB Law took home the top honour. Jamie Petrie (LLB’94) was presented with the prestigious Alumni Award of Honour by Associated Alumni President Jennifer Sutherland Green (LLB'99) at the awards gala in April.
A talented and natural leader, Jamie has shown a tremendous amount of love and admiration for his alma mater. As you will read, his journey embodies the spirit of dedication and excellence that defines UNB’s alumni. His impressive career trajectory, coupled with his extensive contributions to both UNB and the broader Fredericton community, make him a deserving recipient of this prestigious award.
Jamie graduated from UNB with a Bachelor of Business Administration and was valedictorian of the Class of 1990. Despite vowing never to enter the “family business,” he eventually followed in his father, mother, and brother’s footsteps—J. Gordon Petrie, Q.C. (LLB’64), Connie Petrie (LLB’85), Hon. Justice Richard Petrie (LLB’90)—and obtained his law degree in 1994 as a Beaverbrook Scholar. He obtained a Master of Laws from Duke University in 1995 and articled with Bennett Jones LLP in Calgary. He returned to Fredericton, joining Petrie Richmond Goss, a labour and employment boutique that later became part of Stewart McKelvey in January 2000. He served as partner at Stewart McKelvey until his departure in February 2004.
“One of my professors, Brian Bruce, had a permanent impact on my life and trajectory. He was a huge personality in labor and employment law in New Brunswick and well-known and respected arbitrator. I worked for him as a summer student during my law school career, and that hugely influenced my path following graduation, including my decision to teach employment law at UNB for seven years.”
Jamie joined Plaza Retail REIT in March 2004. It was with Plaza that Jamie would cut his teeth in a legal career at the intersection of business and the law. Joining the company during its infancy, he and his colleagues worked to develop and expand the revolutionary retail development and ownership model into one of Canada’s top real estate investment trusts. Jamie spent 17 years of his legal career dedicated to the success of Plaza. He was their first lawyer in Atlantic Canada, became Corporate Secretary, and ultimately served as Executive Vice-president, COO, and General Counsel.
And it was a wild ride…
“I think one of the most amazing accomplishments but also one of the most challenging parts was the growth. We went from having 20 properties to over 278 across Canada. We were scrambling to keep up with that growth and to see the share value go up. They were very exciting times!”
These retail properties included large enclosed shopping centres, strip malls, and standalone retailers, including the rapidly growing Shopper’s Drug Mart chain.
“Shoppers Drug Mart had a new program that would transform their small, quaint stores into the massive 20,000+ square foot monoliths that we know today. They wanted to run that program right across the country, and Plaza was lucky enough to be one of their preferred developers.”
Jamie attributes much of Plaza’s success to its focus on relationship-building and a simple mantra: “Do what you say you’re going to do.”
“This was one of our core values. We built these incredible, long relationships with Sobeys, Canadian Tire, Bulk Barn, and Dollarama, among others. We continued to grow as these retailers grew. It was an incredible learning opportunity for my legal career.”
Jamie was heavily involved in Plaza’s $325M acquisition of KEYreit, a premier small-box retail property owner in Canada. He was a member of the negotiations and deal team that brought the two publicly traded companies together, KEYreit on the Toronto Stock Exchange and Plaza on the TSX Venture Exchange. With the deal, Plaza graduated to the TSX.
“Legally, it was incredibly challenging. There was the regulatory side, employment issues, corporate/commercial, and financing issues. It was day and night—the best legal education you could get. In the end, it was a great thing for Plaza and for KEYreit shareholders. I'm so proud of that transaction, although I was just one of many people involved."
In his 17 years with Plaza, the one project that stands out most for Jamie is the Shoppes at Galway development outside St. John’s, Newfoundland. Lawyer and former Premier Danny Williams, K.C. was seeking a co-developer for a massive property for retail, residential, and industrial development. Proposals came in from developers across the country, including Plaza.
“We were competing with major retail developers—huge companies. We ended up being the ones selected. I think Danny was impressed by us and loved that we were the only Maritime-based developer. This was by far our largest development ever, 100+ acres of retail, very similar to the Corbett Centre in Fredericton.”
It was a mega project by all standards, with one of the lynchpins of the development being Newfoundland’s first and only Costco.
“When I left Plaza, I think that was the busiest Costco in the world in terms of sales per square foot. It was a real coup to bring Costco to that site, which, of course, kicked off all sorts of other developments. I think that project stands out in terms of the length of time, the complexity of the deal, and the highly successful result. It was such an exciting time to be part of that company, and it still is today because they continue to grow. They were formative years, and I think all of us that experienced it look back with nostalgia.”
After 17 years with Plaza, Jamie made the move to the energy sector, joining NB Power as Chief Legal Officer (CLO).
“I loved Plaza. It was a great team with incredible managers and owners, and it was a tough decision to leave. The Chief Legal Officer position at NB Power was a coveted in-house counsel position and the opportunity of a lifetime for me. I thought if I don't take this chance now, I may never have this opportunity again.”
Jamie’s new life as CLO is as varied as it is challenging. His management duties fall well beyond just the legal team. He oversees the Crown corporation’s supply chain and procurement divisions as well as the massive 1,200+ fleet of vehicles that includes everything from line trucks to ATVs to pick-ups and vans...and even a military-grade off-road “tank” to access the most difficult forest terrain. Jamie also manages NB Power’s real estate group and facilities team that include the downtown head office, operations centres across the province, fleet, inventory and warehousing facilities, and more.
“I also oversee our internal energy management and field services group which is concerned with the energy efficiency of our own assets. This group ensures that our generation plants, office buildings, and operating centers all really act with utmost energy efficiency. It's important that we walk the talk.”
Jamie leads a corporate legal team of nine lawyers—all UNB Law grads. He describes a day in the life for him and his team as a “never-ending stream of legal work,” where time management and balance are crucial.
“It's a huge company with almost 3,000 employees and it’s the provincial utility. It truly is a fantastic place to work because no two days are the same. We see Indigenous matters, corporate/commercial, thefts and other criminal matters, customer service issues and lawsuits, litigation both for and against, regulatory matters, energy efficiency issues and all manner of contracts. It's a busy legal team and I couldn't be luckier to have them and their strong and varied expertise.”
Jamie is a lifelong volunteer, who has made immeasurable contributions both professionally and personally to the Fredericton community and UNB. According to Jamie, he’s unsure where exactly his desire to volunteer came from, but once he got a taste of what it’s like to give back, it became addictive.
“It’s just been a fulfilling way that I've lived my life. You get more than you give; that is a mantra of volunteerism, especially if it's something that's near and dear to your heart.”
Jamie has held several leadership roles within the community. He spent nearly a decade volunteering with the Fredericton YMCA, where he served on the Operating Board, including a term as President, as well as their Endowment Board.
“The YMCA is really where I cut my teeth on getting to know volunteerism up close and personal, and it opened up so many doors to new relationships. Those experiences will stick with me for the rest of my life.”
His connections made at the YMCA led him to the Fredericton Community Foundation, a non-profit that supports over 100 charitable organizations focusing on areas such as arts, culture and heritage; the environment; food security; housing; health and wellness; and literacy and education. Jamie sat on the board for many years and eventually served as chair. He remains a member of the Foundation’s Honorary Council.
“This is an incredible organization and a highly undervalued entity in our community. It's part of the Community Foundations of Canada—over 200 across the country. It creates endowments to create this beautiful, never-ending loop of financial support. They do so much good.”
Next, Jamie turned his sights to UNB. Wanting to give back to his alma mater, he became a member of the Alumni Council, elected and appointed graduates who represent the over 100,000 members of the alumni constituency. He spent many years with this group, organizing events and fundraisers and helping alumni connect and strengthen their bond with UNB and each other.
According to Jamie, one of his most rewarding contributions has been his ongoing work on the Beaverbrook Scholars Awards Committee, which is made up of past recipients such as himself. Above all, he relishes the opportunity to watch the Beaverbrook family grow.
“It’s been such an incredible experience, particularly the selection committee duties—getting to hear these incredible stories of resilience. You're changing someone's life completely. Then, it’s the excitement of seeing these individuals graduate and grow into unbelievable community leaders, business leaders, medical leaders, and, of course, leaders in the legal community. They give back, they join our committee. It's an incredible cycle.”
Jamie was stunned when he heard that he was receiving the Alumni Award of Honour. Having been on the Alumni Council, he knows the award and past recipients well.
“To this moment, I still don't believe I've earned it, so I'm going to keep earning it for the rest of my life.”
Looking out over the crowd of supporters, friends, and family, Jamie shared what this award means to him.
“The three years spent at law school were some of my happiest and most rewarding of my life. I do want to acknowledge and thank my wife of 30 years. None of my success in business, law, volunteering or even family life could have happened without her never-ending love and support. The award of honour also hits home as I truly believe it is an honour for those of us to be in a position to give back to our communities to help, lead worthy charities in the goal of improving their community and the world, to make it a better place.”
With this award Jamie has joined a group of over 240 other PUNB winners including fellow law alum Chief Patricia Bernard (LLB’99), who was presented with a 2024 Alumni Award of Distinction. Chief Bernard was recognized for her tireless work in securing the largest, federal land claim settlement in Maritime history awarded to the Madawaska Maliseet First Nation. You can read more about Chief Bernard’s work in our 2021 Spring/Summer issue.
