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8. HRSR 08-01-2011ITEM # 8. MEMORANDUM TO: Housing Redevelopment Authority FROM: Annie Deckert, Director of Economic Development DATE: 1 August 2011 SUBJECT: Branding and marketing update ATTACHMENTS • www.ci.elk-river.mn.us/restaurants Branding and Marketing Strategy Branding consultant Steve Chandler from chandlerthinks was here on July 18`" to present 19`" the research results and overall branding strategy to the branding subcommittee. Input and suggestions from the committee will be incorporated into the final brand and two-year plan. Final presentation of brand and marketing strategy will be given to the EDA and City Council on September 12th, immediately following the Council work session. City boards and commissions are invited to attend this meeting. Further details will be provided at the September 6`" HRA meeting. Citizen Satisfaction Survey After approving the 2011 Vision and Goals on May 16`", the City Council authorized staff to enter into a contract with chandlerthinks to execute a citizen satisfaction survey. Executing this survey is a step that will allow us to support two goals identified in the visioning process: "Develop neiv programs and services to meet the needs of the communit~', and "~:nhance and Expand community Involvement and publicparticzpation" in addition to supporting a number of tasks that rely on a better understanding of City residents, and how they use, receive, and want city information and services. This survey will help us understand the state of existing programs offered by the city, how and if they are used, as well as help us identify any new programs, services or processes that should be offered. We will also learn how citizens currently receive information, as well as their preferences moving forward. Completing this survey is necessary to allow staff to obtain an accurate representation of the voice of the community and gain a better understanding of the needs of our residents in several key areas related to the provision of services. This information will ultimately be used to form and communicate recommendations for the Council's use. The survey was distributed early July; over 330 responses were received which will provide a 95% accuracy rate. Results axe expected late August. Energy City Educational Event Series Staff partnered with the Environmental Department to hold the 3`~ event in a series of business educational events on June 1". Local lenders, business owners, property managers and realtors joined us at the Elk River Public Library to learn about the new Energy Efficiency Improvement Micro Loan Program, 2011 utility rebates and federal tax credits. This event was attended by approximately 30 people and a survey distributed at the event indicated high satisfaction. Staff has received several follow-up calls and inquiries regarding the Micro Loan Program. Restaurant attraction and recruitment efforts Identifying the community's desire for additional restaurants, staff continues to proactively market Elk River as it relates to restaurant development. Staff has created a link on our city's website (www.ci.elk-river.mn.us/restaurants) tailored specifically for those looking for a location for their next restaurant. This site includes financial programs and incentives, available sites, a map showcasing specific restaurant pads and more. In addition, detailed demographics are provided fox site selectors to be able to quickly determine if Elk River meets their site selection criteria. Major restaurant chains have site criteria which must be met before locating their restaurant in a community. The Elk River City Council recently approved a sewer access charge and water access charge payment program available fox full service restaurants. Also approved by the Utilities Commission, this program is one of very few in the state which. allows applicants to pay these fees over a period not to exceed five years, in conjunction with their utility bill, instead at the time of building permit. This is a unique financing tool staff can use and partner with our Micro Loan program to utilize when responding to inquiries, meeting with developers and marketing our community. A direct mail outlining these incentives is anticipated to complete later this summer. An advertisement appears in the 2011-2012 Economic Development Association of Minnesota (EDAM) directory outlining this program, in addition to other programs and incentives attractive to developers. EDAM is professional association of individuals and organizations (approximately 800 members) throughout the state of Minnesota who strive to advance economic development in the state. Staff attended a Retail & Restaurant Summit through the MN Real Estate Journal (MREJ) to hear about the current retail and restaurant climate, strategies, trends and opportunities. Staff has since spoken with the MREJ to provide additional information about available sites and financing programs to be considered for a future issue of the MREJ publication. Staff has begun working with a restaurant broker to raise awareness about available sites/property owners, financial programs/ incentives and demographics. Staff will continue to provide updates as they occur.