7. EDSR 08-09-2010ITIIrI - # 7 .
MEMORANDUM
River
TO: Economic Development Authority
FROM: Annie Deckert, Economic Development Assistant
Rebecca Haug, Environmental Administrator
DATE: 9 August 2010
SUBJECT: Energy City as an Economic Development Tool Update
Attachments:
ERMU Commercial Rebates 2009 & 2010
o (Connexus does not have this information available on a per City basis)
• Lifespeaks hledia Energy Ciry marketing objective ideas
At the June 14`" EDA meeting, the EDA discussed utilizing Energy City as a marketing tool
as well as synergy and partnership opportunities with Energy City.
The Energy Ciry Designation is specific and unique to the Ciry of Elk River and as such. is an
asset that can and should be used to help develop and strengthen economic development
opportunities. In addition to providing a promotional tool used as we market Elk River
opportunities to the commercial real estate and new business sectors it is also a tool that can
be utilized to support and strengthen the existing businesses that currently operate within the
Ciry. Recognizing the challenges of the current economic climate requires that we first
proactively focus on strengthening relationships, opportunities and support of and with our
existing businesses. Simultaneously we need to ensure that development opportunities in the
City continue to be actively promoted with every means at our disposal. The Energy City
designation and the Energy City Commission can be an active and meaningful contributor to
these efforts when utilized according to a proactive action and delivery plan that allocates
resources and support to both our internal existing commercial business base as well as
externally to the brokerage and business community at large.
Below are strategies and methods in which the EDA can partner with Energy City to utilize
this unique asset within the local business community as well as promote Elk River to new
business from regional and national sources for potential opportunities within our City.
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Utilizing Energy City as an economic development tool objectives and goals
1. OBJECTIVE.• Pro7ride cost savings and energy ~czency technical assistance to nezv construction early
on in the planning proce~~•
GOAL: Include Energy City Commission technical assistance on building permit
and development applications requirements/checklists (as optional service)
GOAL: Educate and inform City staff to become more familiar and articulate with
energy efficient and renewable energy options and technologies
2. OBJECTIVE.• Include Energy City staff and/or utility staff when applicable to provide resources,
strategies and tools to existing businesses
GOAL: Energy City/utility staff participation in applicable business retention and
expansion visits
GOAL: Creation and distribution of technical assistance and design insert for
business resource/tool brochure
3. OBJECTIVE•• Create and strengthen relationship image and exposure with local, regional, national
and international officials and businesses and ident~ing and promoting the benefits of being located in
Energy City
GOAL: Economic Development staff participation in business related Energy City
tours
GOAL: Continue to implement redesign and branding of economic development
marketing materials with the message `location, efficiency, innovation' in a way that
demonstrates the synergy with Energy City marketing (design will demonstrate
continuity to/with the ER brand identity)
GOAL: Continue providing information and promoting energy efficiency programs
while implementing business retention and expansion program
GOAL: Participate in presentations and exhibit in applicable conferences and expos
to increase exposure
GOAL: Explore partnerships (Energy City, Enterprise MN, MN Real Estate
Journal, MN Commercial Association of Realtors, Economic Development
Association of MN) to host educational workshops about energy efficiency and
renewable. energy technologies
4. OBJECTIVE.•Actively recruit start-ups, expansions and relocation of businesses in energy ~ciency
and reneavable energy products and service industry to Elk River (business recruitment)
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GOAL: Identify target markets (i.e. Wind Industry, photovoltaic, etc.) and execute
direct mail campaign followed up with personal contact to develop and maintain
relationships within those target markets
GOAL: Promote energy technical and design assistance with the Gateway property
specifically, and in general, other available property and development opportunities
throughout Elk River at the 2010 MNCAR expo
GOAL: Include applicable programs, information and press releases in News from
the Hub, The Current, City website, Energy City website, social media sites and local
cable features
5. OBJECTIVE.• Formally recognise business participation in energy ~ciency improvements and ~orts
to encourage others to do the same; promotion of EC brand aavareness through business recognition
GOAL: Include demonstration sites and business initiatives in new Energy City
brochure
GOAL: Award Business and/or Individual `Energy City High-Five' award to those
who utilize ECC assistance, utility rebates, participate in applicable event (CFL
recycling, Energy Expo, etc.), partake in EC education (speaking at Business
Rcc~~cling event, becoming a demonstration site, etc.) Certificates will be signed by
the Mayor and ECC chair and awarded at workshops, events or public meetings
G(~.1L: Include applicable business initiatives in press releases in News from the
Hr~b, The Current, City website, Energy City website, social media sites and local
cable features
6. OBJECTIVE.• Create Energy district/corridor/business park
G(~n:.: Identify area to implement energy design guidelines within 1715` FASTudy
or ~~~-,-i[hin community
7. OBJECT"IVE: Provide financial assistance to businesses to encourage energy ~ciency improvements
G~?.~L: Develop low interest loan program to assist businesses with energy efficient
im;~~~~~>~rements (Micro Loan program)
GOAL: Research applicable financing opportunities at the local, state and federal
level to leverage local program funds (i.e. PACE program, Office of Energy Security)
NEXT S'?'"!'S
Staff will continue exploring other methods and strategies to utilize Energy City as an
Economic C)e~Telopment tool and implement strategies as outlined above. Updates will be
made to t] ~ ~~ I ~ DA and ECC as applicable.
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Commercial Re bates For 2009
ny Name
Compa r^^*~^t Rebate Type ~ Rebate Amount Date Paid GRE Reimbursement
_ Lighting Retro 400 3/26/2009
gmt sys)
M
Custom (3 En 30000 5/6/2009
__
m _
_
Prem Eff Motors 3000 4/16/2009
>n Variable Freq Drives 10,500 4/16/2009
>n Compressed Air Audit 5100 4/16/2009
Lighting Retro 952.5 6/11/2009
~ Lighting Retro 1300 3/26/2009
der Lighting Retro __ 2240 7/21/2009
_ Lighting Retro 333 _ 7/21/2009
_
i RTU/Economizer 9150 10/02/090 _ _
i VFDs 910 10/2/2009
s Lighting Retro 1021.2 10/12/2009
pit Lighting Retro 1914' 10/12/2009
Lighting Retro 960 10/12/2009
_ Lighting Retro 360 10/12/2009
_
r
_ Lighting Retro
Lighting Retro
Custom (welders)
Custom (air compressors)
HVAC _
Lighting 360
___ 624
1134
_
_ 10/12/2009
I
~
_
_ HVAC
White Roof
_ Lighting (new)
__
i Lighting Retro
VFDs _
r Lighting Retro
$ 70,258.70
F..,~.
al Rebates For 20101..
~
__
--
_
GRE
Savin
gs
__
Rebate Type
Contractor
Rebate
Date Pd
Payment
KW
H _._
KW
Retro Lighting (addl work) (Self 824
_ 1/14/2010 _ _
12 208
- 5.16
--
Retro Lighting BriteSwitch, LLC 1,592 3/25/2010
-- - 18 025
- 5.15
_ __
Motor (compressor) Lewis Electric Motor 3,000 2/1/2010 48 048 21.00
VFDs NHA Htg & AC 5,021
_ 5/5/2010
-
- _ 100 000
- - 50
..
VFDs Yale Mechanical 20,090 3/25/2020 2,058,000 235.00
Robeck Electric
Retro Lighting 16,800 5/27/2010 480,000 42
-----
_
Prof Audit EYP Mission Critical 12,965
_ 5/27/2010
_ _
- - 2,386,000
- 270
- -
__ ___ _
Lighting
Retro Lighting Focus
12,946
6/23/2010
__ _
117,759
--
30.59
_-
_
Focus Lighting
Retro Lighting 3 943 6/23/2010
--
_- 61,432 13.99
_
Retro Lighting Focus Lighting 3 720 6/23/2010
--
- 50,725
- 12.57
-
_ _ - -___
Custom (cooling cabinets) Zero Zone, Inc
6,505
6/18/2010
_- --
_
161,476
18.6
_ __ _ _ -
Retro Lighting Andy's Electric
_
910
6/18/2010
__
1.1,406
4.39
__
i New Lighting " Heritage Builders
_ - - - 3,5t30
_
_ -
Heritage Builders
i HVAC " -7ti,960 _
_
i Motor (compressor) " Equip Mfg l5U
i VFDs " Equip Mfg- __ 3,640
--
_ - _ _
i Custom (white roof) " Heritage Builders
%,000
Retro Lighting Retrofit Companies
_ _ 2,000
_
__
_
- .
_ -- _
Retro Lighting ° Focus Lighting ?? _
- 3,500
__
_
_
_.
___
Retro Lighting Retrofit Companies 6,101
-
---
_
a Retro Lighting Retrofit Companies 1,344
-
- _
__
Retro Lighting " Focus Lighting
__ _ _ _ .5,000
-
HVAC ~ Focus Lighting 15,000
Retro Lighting
- _
- -- -- 14 OOU
---.
_
__ _
Motor (pump) ~ MTI Distributing 400
Retro Lighting " Miller Bldg Services
- 119
-_
_ _
_
__
Retro Lighting " Retrofit Companies
_ _ 3 000
_
_
_ _ _
Retro Lighting _ Andy's Electric
50U
Retro Lighting " Budget Lighting
_ _ - 28
_
VFD NA 7,000
---
_ 243838
- 0
_ 5,505,079 708.45
_ _ -.
_ I
Notes _ j
_
1. Rebates in black are actual, rebates in red are preproject estimat
es and. are s -
ubject to ,ch __
ange and/or
not materiali - _
zing
2. Contact is individual at the company who is in charge of the proje ct. [_
- __ _
_ _
_ _. _
!3. Contractor is the company actually doing the installation. Contac t info is on t he form._
4. Savings columns track project savings. ~~
5. KWh and kW savings far the Target Tech Ctr are maximums if al j
l additional a
udit recomm
endations a
__
re implemen
-
ted.
_
_.
6. Proiect descriptions followed by a red ~ are more than likely goin g to be imple mented in 2 010. Others , are unlikely !
Have you heard?!
Getting Elk River's Name Into The Public
lifeSpeaks Media 830 13th Street South #403 :: St. Cloud, MN 56301 :: 612.799.0803 :: ryan@lifespeaksmedia.com
Meeting Summary
Objective: Raise awareness of services offered in Elk River, increase positive perception of the City of Elk River.
Solution: Changing perception of the city of Elk River starts with this statement; if you want to be seen as part of the
metro, compete for media attention like the rest of the metro. This competition is the core element to a cost effective,
high impactive publicity campaign. Media Relations shouldn't and won't be the only element, but a solid understanding
and movement forward will lay a strong foundation
Meeting Objective: Define Media/Public Relations, define media kit, define "newsworthiness". In addition this meeting
will examine preliminary brain storming ideas from LifeSpeaks Media LLC. Please note, all information included in this
document is proprietary information given to you as a valued LifeSpeaks Media client. It is also copyright LifeSpeaks
Media. 'Note billing for Media Relations and Public Relations is different from the project based billing procedures for
other services from LifeSpeaks Media. Depending on decisions to move forward fees mays include one or a combination
of the following which can be explained at a later date. Budget based per campaign, Retainer, Fee per placement, or Fee
per thousand impression.
LifeSpeaks Media 830 13th Street South #403 :: St. Cloud, MN 56301 :: 612.799.0803 :: ryan@lifespeaksmedia.com
Meeting Agenda
I.) Public Relations
- an effort to establish and maintain mutual understanding between an organization and its publics.
- deals with the relationships between an organization and its stakeholder publics.
- monitors awareness, opinions, attitudes and behavior inside and outside the organization.
- establishes and maintains two-way communication between an organization and its publics.
Brainstorm: Who are your publics?
Environmental?
Economic Development?
L) Media Relations
- building and maintaining two-way communication between an organization and media stakeholder publics
- deals with the relationship between an organization and media contacts
Tips:
1.) Make sure story is newsworthy to media consumers
2.) Don't be too pushy
3.) Watch frequency
4.) Be thorough
5.) Be prepared
-Media Kit
-Press Tours
lifeSpeaks Media 830 13th Street South #403 :: St. Cloud, MN 56301 :: 612.799.0803 :: ryanQlifespeaksmedia.com
Media Kit
A Media Kit is a folder that bears a consistent look and feel to your other branded items that contains items that will be
of use to a media practitioner attending a Press Tour, Media event, performing an interview, requesting additional
information, eta
Contains:
Fact Sheet
5-6 Most Recent Press Releases From Organization
Contact Sheet For All Key Players
5-6 Press Clippings
Any additional informational collateral, brochures, mailings etc
Any multimedia features
- i.e. links to social media profiles, or web content
- i.e. artist renderings, photos, video, audio snippets
Press Tours
A Press Tour is an event or "staged" story that you invite members of the press to attend in an effort to gain coverage.
An example would be a walk through of a proposed development, a walk through typical procedures to reduce energy
costs. A Media Kit should be distributed to ALL media members invited, for those who do not attend it is
strongly advised to follow up with distribution of Vo/Sots in an effort to still place media coverage.
KEY THOUGHT BEFORE WE MOVE ON:
1.) Expand thinking beyond the immediately obvious, in other words when it comes to public relations you
need to think in terms of all your publics.
How's this placed story going to change the view of Elk River to:
Media
Enterprise
Residents
OutState Residents etc.
LifeSpeaks Media 830 13th Street South #403 :: St. Cloud, MN 56301 :: 612.799.0803 :: ryanC~lifespeaksmedia.com
Elk River =Energy City
Energy City =Elk River
LifeSpeaks Media 830 13th Street South #403 :: St. Cloud, MN 56301 :: 612.799.0803 :: ryanC~lifespeaksmedia.com
However, Media Relations and Publicity Placement may take some spin.
Example:
Story: Elk River launches phase two of Project Conserve.
Environmental Angle: Minnesota's Energy City continues to lead the pack
in simple steps to reduce homeowner's carbon footprint. In the first phases
residents saved up to $500 a year.
Economic Development Angle: Minnesota's Energy City, the choice of
many innovative and eco-conscious enterprise organizations is expanding
it's energy consciousness to it's residents in a project called Project
Conserve. Now in phase II for residential participants, the campaign is
already seeing family energy savings of $500/ year. Phase three hopes to
expand the simple energy saving steps and procedures into the industrial
and manufacturing districts of the city.
Story: Elk River offers energy stress tests.
Stress Test Benefit Env. Dept.
Want to promote outside ER, why?
- Company X in City Y gets a tease of what Elk River offers FREE*, and can
save their company $Z thousands. Company X-es CEO or site scouter
thinks Elk River for next development... we increased awareness, changed
perception in the hopes of influencing behavior in the future.
LifeSpeaks Media 830 13th Street South #403 :: St. Cloud, MN 56301 :: 612.799.0803 :: ryan@lifespeaksmedia.com
Media Placement Ideas:
Project Conserve:
Features to All 4 metro news tv news organizations:
The Energy City Experience: Are you a citizen of Energy City?
- Invite them to meet a family, tell the story of family Y and how much they
save, they don't cringe opening energy bill, the "going green" part was
easy... how easy, we'll show you.
- tells the story
- increases awareness
- changes perception of elk river as 1,) not metro 2.) too rural
- increases positive perception of elk river as Energy City, Minn.
- Gives people outside E.R. City Limits action points for their lives,
attributed to Elk River.
** Estimated Impressions One Station picks it up, in the multi-millions.
Features to All metro newspapers:
The Energy City Experience: Are you a citizen of Energy City?
- Invite metro newspapers to follow project conserve updates through social
media, encourage the "Energy City" experience, a great interactive
reporting opportunity for newspapers that allows people to participate in
Project Conserve "vicariously" through an E.R. Resident.
LifeSpeaks Media 830 13th Street South #403 :: St. Cloud, MN 56301 :: 612.799.0803 :: ryan@lifespeaksmedia.com
- tells the story
- increases awareness
- changes perception of elk river as 1,) not metro 2.) too rural
- increases positive perception of elk river as Energy City, Minn.
- Gives people outside E.R. City Limits action points for their lives,
attributed to Elk River.
** Estimated Impressions One Station picks it up, in the multi-millions.
SAME WITH RADIO
So how does this benefit beyond getting people to do something nice for the
environment.
E.R. officials who would be interviewed coached on including nuggets of "Oh
we do this city wide, residential commercial we're all about saving money.
Those who consume the media, also make decisions at their companies.
They see Elk River Project Conserve in traditional Media, then see Elk River
and the Energy Stress Test in Trade pubs... connect the dots the message
is clear: Elk River is Energy City. We're green, we help you save green. That
message plays directly into impacting behavior for that companies next
development.
LifeSpeaks Media 830 13th Street South #403 :: St. Cloud, MN 56301 ;: 612.799.0803 :: ryan@lifespeaksmedia.com
Additional Publicity Opportunities:
* They're Endless!
* A mobile "Energy City Experience" for fairs, expos, etc
* A Stress Test "teaser" for expos etc.
* Identify high trafficked areas within city to do sidewalk chalk with tips on
energy saving, that lead to a final action point visit: i.e. energycity.org for
more info. (This ca be duplicated across functions beyond project
conserve, for ED: Housing Toolkit, Financial Toolkit)
KEY OUTCOME: Always look for story opportunities!
LifeSpeaks Media 830 13th Street South #403 :: St. Cloud, MN 56301 :: 612.799.0803 :: ryanC~?lifespeaksmedia.com