In response to workplace needs, the Colleges of Applied Arts and Technology across Ontario are becoming market-driven learning centers for the 21st century. A significant increase in demand for college education, estimated as a 21% increase in enrollment, will occur due to: (1) a rise in participation rates; (2) demographic changes, particularly the rise in the number of 18- to 24-year olds in the population; and (3) the double cohort of high school graduates resulting from secondary school reform. This paper outlines the opportunities, issues and strategic investment required for the colleges to continue to be even more productive agents of economic growth. Critical recommendations include: (1) developing a new college charter to provide the foundation for continued growth and innovation; (2) moving to a fixed share model funding formula to fund quality, innovation and access; (3) pursuing innovative, quality, market driven programs; and (4) strategically investing current and projected requirements in the areas of staffing, operations, physical plant, capital, quality, and innovation. The colleges plan to establish the necessary task groups to work collaboratively with the government, education partners and current prospective students to develop strategies that ensure colleges continue to be leaders in Ontario's economic development and growth. (JJL)