7.2. SR 10-18-2010'^~/
Elk REQUEST FOR ACTION
River
TO ITEM NUMBER
Ma or and Ci Council 7.2•
AGENDA SECTION MEETING DATE PREPARED BY
Administration October 18, 2010 Lori ohnson, Ci Administration
ITEM DESCRIPTION REVIEWED B)/
and Goals
Visionin
g REVIEWED BY
ACTION REQUESTED
Approve Elk River's Vision and Goals as stated below.
BACKGROUND/DISCUSSION
At the October 11 Council work session, the proposed Elk River Vision and Goals were presented to the
Council. The Council generally agreed with the Vision and Goals as presented; however, Councilmember
Motin wanted the opportunity to submit changes. The Council agreed to act on the Vision and Goals
after Councilmember Motin's comments were submitted and subsequently reviewed by staff.
Following my discussion with Councilrnember Motin, revisions were made to the vision statement and
three of the four goals. Those revisions were sent to staff for comment. The staff overwhelmingly
agreed with the changes to the goals; however, the majority did not agree with the changes to the vision
statement.
First, let's review the proposed changes to the Goals:
Original Staff Goal:
Community Development -Enhance community involvement and public participation through a
variety of innovation outlets including having a "Community Day."
Revised Goal.•
Community Development -Enhance community involvement and public participation through a
variety of innovative outlets.
The change removes "Community Day" from the goal because it is a specific action item; it
becomes an action under the goal.
Original Staff Goal:
Beautification -Have attractive welcoming signage and landscaping at Ciry entrances. Maintain
primary corridors. Enforce zoning ordinances.
Revised Goal.•
N:\Public Bodies\City Council\Lori\2010\Visioning Goals 10 I8 l0.doc
Beautification -Have attractive welcoming streetscapes at Ciry entrances and primary corridors.
Enforce zoning ordinances.
streetscapes is broader than landscaping to help promote more than just attractive landscaping.
Original Staff Goal:
Opportunities -Provide incentives fox new and existing business growth.
Revised Goal.•
Opportunities -Foster apro-business atmosphere that provides other incentives and opportunities
for new and existing business growth.
The revision broadens the scope to encompass more than just financial incentives to promote
business growth.
Staff agreed with these changes and recommends approval of the Goals listed below:
• Innovation -Develop new programs and services to meet the needs of the
community.
• Community Development -Enhance community involvement and public
participation through a variety of innovative outlets.
• Beautification- Have attractive welcoming streetscapes at City entrances and
primary corridors. Enforce zoning ordinances.
• Opportunities -Foster apro-business atmosphere that provides other incentives and
opportunities for new and existing business growth.
Finally, let's review the suggested changes to the Vision:
Staff Vision:
Abounding in natural beauty, Elk River is a vibrant, historic river town that promotes an active
lifestyle in an innovative and involved community offering unlimited opportunities.
Suggested Changes:
Abounding in natural beauty, Elk River is a vibrant, historic river town with an innovative and
involved community that promotes an active lifestyle and offers an exceptional business
environment.
One suggestion was to simply change the order of the words. "Innovative and involved community" was
moved before "promotes an active lifestyle." Because this does not change the intent of the Vision, it is
agreeable to staff.
Another suggested revision was to change "unlimited" to "exceptional." Further, "opportunities" was
changed to "business environment." Together the phrase changes from "unlimited opportunities" to
"exceptional business environment." From a staff perspective the meaning of the original statement
N:\Public Bodies\City Council\I,ori\2010\Visioning Goals 10 18 l0.doc
changes: "Unlimited opportunities" is intended to be all inclusive. It doesn't set boundaries and it
projects optimism. As one employee said, paraphrasing, "unlimited" is optimistic and has a hopeful
outlook - it is what this country is all about. "Exceptional" doesn't convey the same feeling. The original
phrase applied to adults, children, seniors, business, tourists, long-time residents, new residents,
education, recreation, and the list could go on and on. Staff feels that "exceptional business
environment" is limiting because it addresses only business. It is more closed and doesn't portray the
feeling that there is reason why everyone should come to Elk River: There are opportunities for everyone
- "unlimited opportunities." On the other hand, Councilmember Motin's point that business or
economic development in some form should be included in the vision statement is well taken. He wants
everyone to know that having an "exceptional business environment" is important to the City.
Taking all of those thoughts into consideration, another option is to consider a compromise that includes
the suggested word order revision that because it retains the integrity of the original Vision. Additionally,
if the Council wants a reference to business, perhaps the statement "and an exceptional business
environment" could be added after "unlimited opportunities."
Possible Compromise:
Abounding in natural beauty, Elk River is a vibrant, historic river town with an innovative and
involved community that promotes an active lifestyle and offers unlimited opportunities.
ATTACHMENTS
• The presentation distributed at the October 11, 2010, meeting is available on the City's
website for your review. If you would like another copy, please contact me.
Action Motion by Second by Vote
Follow Up
N:\Public Bodies\Ciry Council\Lori\2010\Visioning Goals 10 1810.doc