8. EDSR 08-09-2010item # 8.
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MEMORANDUM
TO: Economic Development Authority
FROM: Annie Deckert, Economic Development Assistant
DATE: 9 August 2010
SUBJECT: Marketing Update
Attachments
• BRE survey follow-up
• Summer 2010 Edition of the Economic Development Newsletter News From the Hub
• 2008 RTA report
• Business Recycling invite
The purpose of this memo is to provide a brief update on the recent and proposed marketing
initiatives of the Economic Development Division.
U date
Economic Development Marketing
At the June 14t1i EDA meeting, the EDA discussed utilizing Energy City as a marketing tool as well
as synergy and partnership opportunities with Energy City. Energy City is unique to the City of Elk
River and can be used to strengthen economic development opportunities as well as promotion of
our community to both existing and potential new businesses. Goals and strategies will be
reviewed at the August 9~' EDA meeting.
Staff is working closely with Lifespeaks Media, Energy City and Elk River Municipal Utilities to
redesign marketing materials. Working together enables us to create a cohesive design, showcasing
the tools, resources and benefits Elk River and various departments have to offer. These materials
can be distributed individually or together as a package to provide to prospects, residents and local
businesses.
Retail Trade & Analysis (RTA) Presentation
Staff has received the 2008 RTA report from the University of MN Extension Service. Results of
the report have been posted on the City website and will be shared with landowners, property
managers and brokers of Elk River with sites for target marketing (via mailing, email).
An RTA provides local sales data, comparing our community to others, which in turn helps assess
strengths and opportunities for our local businesses. This data specifies the actual retail potential,
identifying retail opportunities, as well as which businesses are drawing shoppers away from our
community. This report identifies the pull factors accessible to our community, calculates our
retail trends and evaluates how our actual retail sales compare to our sales potential.
MN Commercial Association of Realtors (1VINCAR) Expo -Land Development Conference -
October 27, 2010
This year, the City will be an exhibitor at the MNCAR Expo. The sponsorship includes a display
booth at the event with an anticipated audience of 600 commercial real estate professionals from
across the state, City recognition in all event print and email promotion materials, including media
advertising distributed to over 9,000 commercial real estate industry professionals, City recognition
on the MNCAR website from August-October 2010 and exhibitor banner and expo program
recognition. This gives the City an opportunity to network and build relationships with
commercial brokers and realtors and market our available sites in the City. We will be promoting
our Gateway property, focusing on its sustainability, proximity to the Northstar Commuter Rail
station and promoting the free energy technical and design assistance offered by the Energy City
Commission.
Direct Mailings
Staff will be sending out a mass mailing to our newsletter mailing list mid-September announcing
our presence at the 2010 MNCAR Expo, as well as promoting our social media sites.
Commercial/Industrial Sites Inventory
A site inventory has been made available on our City website through MetroMSP.com, a site
selector website which allows users to search for available properties based on their own
customized criteria. Users can locate property in Elk River to meet their needs as well as create
compelling proposals which include demographic and business data to provide to potential
prospects. MetroMSP has partnered with MNCAR to provide users with an up to date listing of all
MNCAR properties. Staff also receives email blasts from MNCAR members who are actively
seeking sites for clients. This tool enables us to determine market trends and help identify potential
prospects for our available sites. Staff has uploaded the Gateway area and 1715` FAST development
framework as a transit site onto the website for additional exposure.
Restaurant Efforts
Staff has been closely monitoring MNCAR's email blasts for potential restaurants; staff has found
that most often they are only looking at vacant restaurant space rather than new construction. A
restaurant portion has been created on the City website to highlight potential restaurant locations,
and outlines the benefits of locating a restaurant in Elk River. A map of existing restaurants in Elk
River is also available online.
Economic Development Social Media
Staff has created an Economic Development Facebook page (Elk River ED) and Twitter page
(E1kRiverED) to use in conjunction with our economic development portion of the City's website.
Being a part of social media provides us with another avenue to convey information to residents,
business owners and developers.
BRE Follow-up
Since the formation of the EDA, Business Retention & Expansion (BRE) visits have been held
with Elk River manufacturers. It is apparent that manufacturers appreciate the extra attention from
EDA Commissioners. In return, the EDA has always commented to staff its sincere interest in
attending these visits. Staff has found the informal approach to be beneficial and imperative to
building relationships with the business owners. In March of last year, the EDA decided to
continue BRE visits because they are informative and interesting for local businesses, staff and
EDA commissioners. All 43 Elk River manufacturers were contacted to set up a BRE visit.
Eleven businesses were visited; afollow-up survey was sent out to businesses we were not able to
connect with to collect information as well as provide resources available.
Business Recycling Event
Staff is partnering with the Environmental Department to hold a Business Recycling event on
September 30~'. Local manufacturers, businesses and Elk River Area Chamber of Commerce
members will be invited to join us for breakfast to celebrate the launch of Elk River's Business
Recycling Program. Attendees will learn about how they can save money by participating as well as
hear presentations from local and corporate businesses on how their green initiatives saved them
money. This event will be held at the conference room at Great River Energy.
Business Resources & Tools
Staff is working with Lifespeaks Media on creating a Business Resources and Tools brochure to use
in our marketing materials and distribute to existing and potential businesses. A final copy will be
made available to you at the September meeting.
Northstar Commuter Rail
Staff attends quarterly Northstar Corridor Development Authority (NCDA) marketing meetings.
Below is an update on activities taking place:
Educational Events
The City has partnered with Park & Rec to hold educational `How to Ride' the train events. Our
first event was held Saturday, May 22°d and was a success (registration was full in less than two
days). The next event will be on August 14`''. Participants learn how to purchase their ticket, board
the Northstar and transfer to the Hiawatha Light Rail where they will spend a few hours at the Mall
of America.
Go-To Cards
Cards are available for purchase at City Hall; these are cards riders can purchase ahead of time to
avoid waiting in line at the ticket kiosk. Cost is $10 ($11 value).
Marketing Materials
Train schedules, brochures (family pass, safety, how to ride the train) and other information is
available at City Hall, the Chamber of Commerce and various local businesses. Staff has created
packets of information to distribute to the educational event participants, purchasers of Go-To
cards and other inquiries. Information in the packets includes train schedules, safety information
as well as maps, event brochures and visitors information for both Minneapolis and Elk River.
lYlebsite
Staff has posted a link on the home page to the City's Northstar train page. This page is
continuously updated with information regarding educational events, MN Twins ball games, Go-
To cards, educational videos and a direct link to the Metro Transit website.
Social Media
Staff utilizes the Economic Development social media sites to post Northstar related information
weekly. This information connects users to the City and Metro Transit website as well as various
related media publications.
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Join us in celebrating tl'e 14 inch of Elk Rives Business
Recycling Program! Learnbout how your b~siness can
save money, as well as hear first hand accounts from a
local and corporate business perspective on 4how their
green initiatives saved them mono.
This FREE event will be held at the conferenceY~room at
Great River Energy.
Great Riv
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Elk River,
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ENERGY EXPO ZD.10
A SUCCESS``"
The 2010
successful,
Minnesota's Energy City? Find
out on P2
ARRIVED
The long awaited Northstar Com-
muter rail finally arrived and Elk
River sets the maim. Find out how on
P2
LEGAL. ADVICE-FOR
CENTRAL MN
SMALL BUSINESSES
ang about starting a small
business? Find out about an opportu-
nity to,get some free advice on 1'3
PLAN FOR LAND AROUND NORTHSTAR SITE NEARS COMPLETION
City to Capitalize Area and Begin Marketing City Owned Property
In the Fall of 2008 the City of Elk River,
through its Economic Development Au-
thority, began a Focused Area Study
(FAST around the Northstar commuter
rail station. The initial study comprised of
700 acres centered around the station site,
on the East side of US HWY 10/ i69, and
later expanded to the west side, for a total
study of 930 acres. The plan focuses on
piggy backing on the momentum from the
Northstar commuter rail line, planning for
the eventual changes to the US HWY 10
access and to provide a development
framework for the 75 acres of City owned
land.
The study is an inclusive review of major
transportation routes and land use
throughout the area. It addresses housing,
employment, retail goals and maximizing
the transit areas around the station site.
"we have a lan and a
~yamework or today/
J' f ;'
and for the future. .
Ron Touchette, ED~1 President
The future status of HWY 10/ 169 will
have a significant impact to this area. A
completed regional corridor plan suggests
that all at grade intersections from the
Hwy 101 interchange to the eastern
border of the City will close, to be re-
placedwith one interchange serving the
area. The Focused area plan attempts to
capitalize on this interchange location,
suggesting a location for MnDOT, and
preserving necessary infrastructure routes
throughout the area to accommodate
future land uses logically and safely.
#ollow us on ElkRiverC> 763.635. i 040 www.ci.dk-rivermn.us/economicdevelopmer~t SUMMER 2010
Kiver
The article continues on page 3.
ON THE UP AND UP: ENERGY CITY GENERATES
MOMENTUM FROM SUCCESSFUL ENERGY EXPO
Energy City commits to speaki ng engagement at EDAM's 2010 `Power of the Green' Summer
conference at Madden's from the event. reduced use of electricity, eater, heating
Elk River has been known as Energy fuel, gasoline and waste stream for all resi-
Citysince 1996, and will be unveiling its dential participants. 7'roject Conserve
Business Recycling program this Summer. participants saved 11.7% in electricity
Energy City was an exhibitor at the 2010 costs the first year. Phase II of the pro-
Greeningthe Heartland conference at the gram is currently in early planning stages.
Minneapolis Convention Center and will Results of the 35-family pilot project and
be presenting at the 2010 other demonstrations will be shared at the
Economic Development Association of conference. Pictures from Expo can be
MN annual summer conference, `Power of found on our Facebook page, Elk River
the Green; June 17-19. Attendees of this ED.
Elk River held its 4th
27
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b
O conference will learn how Elk River has
ative
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annual Energy Expo at the E
With over 50 exhibitors
Hi h School e
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initiatives in conservation. Winner o
ue of MN Cities City ofExcel-
2009 Lea .
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and 600 attendees, the Ex o was declared
p
lence Award for Sustainability and Energy `
!
a `smash hit' by the ERStar News. Use & 2009 Project of the Year Award
Attendees learned about sustainable living from the Recycling Association of MN,
practices and energy conservation. From speakers will discuss the success of Energy
installing a programmable thermostat, to City's Project Conserve. This program en-
building anedible landfill, people of all courages resource conservation; goals
ages were able to take away something include
FINALLY, MINNESOTA'S NEWEST STAR
Elk River station shown to have the most riders
Elk River celebrated the launch of the this season- no need to hassle with con-
first commuter rail service in the state last Bested roads or parking costs. Around
November. The long awaited 40-mile trip train ride from Elk River to Target
Northstar Rail corridor has finally field will cost you $8. Utilizing the family
arrived. With stations in Big Lake, Elk pass will save you even more; two adults
River, Anoka, Coon Rapids-Riverdale and and up to three children under
Fridley, riders can enjoy an undisturbed 17-years old can ride round trip for $13
commute to and from work Monday from the Elk River station.
d
h
f
e congeste
t
through Friday, regardless o
traffic and unpredictable MN weather. rides
e dail
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The train goes 79mph rain or shine, and y
g
came in at 1, 860."
takes an estimated 40 minutes from the
Elk River Station to the Target Field. 2010 ridership projections show a goal of
Northstar offers five morning trips to 897,000 trips, averaging a daily goal of
Minneapolis and five trips home in the 2,460. March ridership numbers show
afternoon as well as one reverse-commute the largest numbers of riders are departing
trip. Three roundtrips are available on and arriving at the Elk River station, with
ld
To accommodate the needs of the riders,
schedule times were changed, effective
April 17th. Schedules, promotions and
fares are available at
www.ci.elk-river.mn.us/northstar.
Comments can be made by calling
Metro Transit at 612-373-3333.
Saturdays and Sundays. The train offers 7,489 and 7,084 rides respective y uring
reliable service to 53 MN Twins games the month. Average daily rides came in at
1,860. -- --
• r3 ElkRiver ED 763.635.1040 SUMMER 2010
CONSERVATION PROGRAMS PROVIDE $70K
TO BUSINESSES IN ELK RIVER
Several resource also available to new businesses
Elk River Municipal Utilities (ERMU)
offers a variety of rebates for commercial
:='' and industrial businesses. Recent
~, ° ~ ~ ~ ~ ~ advances in lighting, electric motors and
~.~, . ~•,, ~ ~` t `'` '~ HVAC equipment have resulted in big
{ ; 4 .yam ,.
efficiency improvements.
6 _. ~- ;,~~~±, -~;.- ,~ In 2009, ERMU assisted over 22
~e
2010 ENERGY TI
Don t let water run- one drop wasted
,, per second adds up to about 5000
gallons a yeaz
elkriverne cityorg
businesses with efficiency improvements.
Offeringwalk-through assessments,
ERMU helps you determine the cost
savings potential you have and will review nance to encompass a stu y een
your billing history to determine what made and is expected to be approved by
other programs may work for you, includ-
ingstandby generation interruptible
service or even their grant program. Call
763-441-2020.
Not only does ERMU help businesses save
money, they help residents as well. There
were nearly 2,900 rebates issued last year.
LAWYER ORGANIZATION TO OFFER
FREE LEGAL CLINICS FOR BUSINESSES
With the Small Business Development Center, LegaICORPS
provides advice on non-litigation legal issues
The nine Small Business Development
Centers (SBDC) throughout the state
provide confidential training and counsel-
ing to existing and future small business
owners and help them face the challenges
of running a successful business in MN.
Lega1CORPS is a non profit volunteer
lawyer organization who connects volun-
teer business lawyers with small nonprof-
its and low income owners of small busi-
nesses, who can't afford non-litigation
legal assistance they need for success.
Some topics for discussion include: what
`Face the challenges o
runnings success
business in 1V1111"
government regulations and more. Full
representation is available on an ongoing
basis; to provide these services, income
guidelines do apply.
In addition to free legal advice, the
SBDCs offers other services such as busi-
ness plan development, counseling and
loan packaging.
LAND PLAN
Continued from page one
Hoisington Koegler Group began work
on the project mid-December 2008, and
has held several meetings with staff, City
officials and a public open house. An ad-
visorypanel comprised of various develop-
ment representatives met to provide a 3rd
party insight on the plan. Public meetings
comprised of the Planning Commission,
Economic Development Authority and
City Council has been held monthly to
review different concepts. A draft ordi-
th d has b
macs-Summer.
"The FAST study will provide Elk River
the ability and the tools to demonstrate to
the real estate community throughout
Twin Cities that we have land ready for
development opportunities, a plan and a
framework for today and for the future
that will maintain current transportation
and infrastructure framework and with
this we can ensure that as the areas busi-
nesses grow and prosper, the area infra-
structure can also grow to meet their con-
tinuingneeds in the foreseeable future;
says Ron Touchette, President of the Elk
River Economic Development Authority.
legal form your business should operate
under, managing liability risks, taxation, To set up an appointment or learn more,
employee policies, contracts with other CentralMNcontact 320-308-4842
businesses, Metro inquires contact 612-752-6678
wwvv.ci.elk-rivermn.usJeconomicdevelopment elkriverenergycityorg SUMMER2010
fiver
13065 Orono Pkwy
Elk River, MN 55330
INNOVATION, GREEN DESIGN & GROWING BUSINESS ABUNDANT
Metal Craft Adds Employees & Practices Sustainability Depite Down Economy
~hile businesses across the state con-
tinue to struggle with a rough economy
and face additional job cuts, Elk River's
Metal Craft continues to grow and
expand.A leader in exacting quality, un-
paralleled service, and innovation in ma-
chining sincel9'78, Metal Craft today em-
ploys 102 full time employees and 3 part
time employees.
The growth has been fueled by new
high precision metal machining that in-
corporates revolutionary green building
features.Through healthy partnerships and
turned to adding staff at it's eco-friendly honoring commitments, Metal Craft pro-
rnanufacturingplant rather than adding odes quality, service, and innovation by
machines. "Our employees and their fami- delivering precision manufacturing solu-
new product development across Metal
Craft's primary customer base. To meet
the increased demand Metal Craft has
lies are the single most important asset we
have. We have grown over the years in the
medical device and aerospace industries;
this year is already trending towards a
15-20% growth" Trisha Mowry, CEO of
Metal Craft and Riverside.
Metal Craft is one of several innovative
companies based out of Minnesota's
Energy Cry: Elk River. The manufactur-
ingplant in Elk River was designed to
combine both beauty and energy conser-
vation. Elk River's Heritage Construction,
in partnership with Arcnet (Architecture)
and Metal Craft, designed the building for
tions thus, enriching the lives and preserv-
ing the freedom of their employees, fami-
lies, customers, community, and country.
"Our employees and
their, families are the
single most important
asset we have .. ,this
year is already trending
tOZtlarllS 1 S - 20%
growth."
?'rishaMowry, CEOMetalc~-aft
'~ us °~ ElkRiverEC~ 763.635.1040 wwwci.~k-rivermn.usJecor~omicdevelopment SUMMER 2010
rE~
Business Name 8~`Descriptian:
Owner: Owner Residence (if not Elk River):
.ter
Business Address; w.u, Phone: Fax:
Website: Contact Email:
Are you a Cha ~' ~' ''~ .. erce member'?: Whylwhy not?:
e.:. ~ ,: ; ~, ,
Current # , "~ ~~
# of employees last year:
Uti{ity prov ~~" Waste provider:
Wkteli'e do y ~ ~ ~ ;
_ s~ f'~ ~~
In the next year
do you plan on...? (circle/check all applicable)
EMPLOYEES
Hiring? Laying off? How many?
BUILDING
Expanding? Refinancing?
Making energy efficiency. improvements?
Rehabilitating building (interior/exterior)?
BUSINESS
Downsizing/closing/relocating?
Purchasing new equipment?
Working with other local businesses?
Exploring a new idea/technology?
Are ou currently..? ,
(expand on back if necessary)
EMPLOYEES
Finding qualified employees?
Dealing with employees facing foreclosure?
BUILDING
Outgrowing your current facility?
BUSINESS
Maintaining/growing clients and/or contracts?
Growing? Able to manage your growth?
Working with other local businesses?
Finding local suppliers?
Working with another City trying to recruit your business?
Exporting? Regionally? Nationally? Internationally? If so, where?
Are you interested in
learning more about?... (circle/check all applicable)
BUSINESS RESOURCES/FINANCING
Marketing strategies
How to write/modify your business plan
Networking with other businesses
Utilizing Facebook/Twitter for your business
Interns for your business
Meeting with City staff to discuss business issues
Free business legal advice
Business financial tools/programs
`GREEN' RESOURCES
Utility incentives/rebates/grants
Exchanging your reusable materials with other businesses
Lean manufacturing
Reducing waste and increasing efficiency
Business recycling and/or organics
Becoming en Energy City demonstration site
EMPLOYEE RESOURCES COMMUNITY INFORMATION
Free foreclosure prevention counseling Receiving our economic developrnerit newsletter
Northstar Commuter Train/Go-To Cards Elk River/Sherburne County demographics
Housing financing programs/rehab programs Local non-profits
MN School of Business scholarship opportunities Downtown Elk River events
Thank you very much for completing this survey; your time is greatly appreciated. Additional comments are encouraged.
All information on this survey is confidential and will not be published in its raw form.
Please return surveys in enclosed envelope, fax to 763-635-1090 (ATTN:Annie) or email to adeckert@ci.elk-river.mn.us.
763.635.1040 vvwwci.elk river:mn.uslecanomicdevelcapmerrt