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6. HRSR 11-05-2012 Cl REQUEST FOR ACTION River TO ITEM NUMBER Housing&Redevelopment Authority 6. AGENDA SECTION MEETING DATE PREPARED BY November 5, 2012 Annie Deckert, Director of Economic Development ITEM DESCRIPTION REVIEWED By 2013-2016 Economic Development Strategic Plan Cal Portner, City Administrator REVIEWED BY ACTION REQUESTED Approve additional action steps and tasks for the 2013-2016 EDA and HRA Strategic Plan. BACKGROUND/DISCUSSION At the September 4 meeting, the HRA authorized staff to develop additional action steps and tasks to devise 2013-2016 EDA and HRA Strategic Plan. Staff updated the goals and objectives from the 2009-2012 Strategic Plan,and in addition to utilizing the recommendations,included conclusions and goals identified in the following plans: • 171"Focused Area Study (completed June of 2010) • Citizen Satisfaction Survey (completed in July of 2011) • Branding Implementation Plan (approved in September of 2011) • Energy City Commission SWOT Analysis (completed February of 2012) • Comprehensive Housing Market Study (completed July 2012) • Mississippi Connections Redevelopment Framework (anticipated to be complete late 2012) Staff identified the following 2013-2016 priority objectives and strategies: • Industrial Development-Attract new businesses and support existing businesses to increase the city's industrial tax base and employment base • Redevelopment&Rehabilitation -Undertake strategies that facilitate rehabilitation and redevelopment of aging commercial,industrial and residential areas to ensure private reinvestment and sustainability • Community Brand-Utilize community brand strategies to effect necessary change to strengthen and enhance community image • Transportation-Advocate and support proactive planning for improvements to the local and area transportation system in a way that will support existing businesses and complement new economic growth O N E R E D B NATURE There was minimal change to the four primary objectives. Redevelopment and Rehabilitation Strategies were divided into two objectives: Commercial/Industrial Strategies and Residential Strategies. To reflect the new community brand, Community Image&Marketing was updated to Community Brand. Also, detailed action steps for each objective are outlined in the attachments. Staff will present the four priority objectives at the meeting and highlight various action steps and seek input for revisions or additions of the four primary objectives and strategies. In the past, the HRA and EDA have approved the fmal objectives and strategies; staff has moved forward internally with action steps and provided periodic updates to the commissions. All action steps for Transportation were submitted and will be executed by the Engineering Depatinnent. The EDA will be asked to approve the 2013-2016 Economic Development Strategic Plan at the November 13 meeting. FINANCIAL IMPACT None. ATTACHMENTS • 2013-2016 Economic Development Strategic Plan PowerPoint Presentation • 2013-2016 Economic Development Strategic Plan (2009-2012 Plan with track changes) • 2013-2016 Economic Development Strategic Plan with action steps Action Motion by Second by Vote Follow Up N:\Departments\Community Development\Economic Development\Strategic Plan\2013-2016 Plan\11-5-12 Approve 2013-2016 ED Strategic Plan.docx 10/31/2012 2013-2016 Economic Development Strategic Plan Overview •Identifies priority areas for EDA, HRA, City Council and staff resources. •May 1997- Original Strategic Plan •November 1999- Strategic Plan modified •Mid 2004 —Strategic Plan modified •Mid 2004 —City Council authorized an update of the Comprehensive Plan •April 2009—April Joint work session facilitated by Kent Eklund of Cincinnatus, Inc. resulting in 2009-2012 Strategic Plan •Mid 2009- Approved by HRA and EDA •April 2010-Two day visioning seminar facilitated by Jermaine Davis resulting in City-wide vision and four supporting goals •October 2010- Approved by City Council 1 10/31/2012 Overview •June 2010 - 171st FAST Study illustrating likely development of the area adopted by City Council •July 2011- Citizen Satisfaction Survey completed •September 2011- completion of branding process resulting in community brand and brand implementation plan •September 2011- Approved by EDA and City Council •February 2012— Energy City completed SWOT analysis •September 2012 —Comprehensive Housing Market Analysis presented to City Council and HRA •December 2012- Mississippi Connections Redevelopment Framework plan anticipated to be complete Mission Statement The City of Elk River is committed to economic development by leveraging viable and healthy investments, to retain and create diverse job opportunities, maintain a favorable tax rate, supply life-cycle housing options, and foster an environment that will result in substantial growth of our local economy. 2 10/31/2012 Priority Issues 2013- 2016 • Industrial Development • Rehabilitation and Redevelopment - Commercial/Industrial — Residential • Community Brand • Transportation I. Industrial Development Attract new businesses and support existing businesses to increase the city's industrial tax base and employment base. STRATEGIES • Build on existing light industrial base by promoting available sites, business retention and expansion initiatives and business recruitment/attraction techniques • Diversify economic base to include professional services, corporate campuses, energy-related companies, and technology businesses • Review existing programs, resources, and services and recommend improvements to increase our competitive advantage and support goals • Explore creative economic development collaborations • Utilize Energy City and its tools to recruit new and assist existing businesses 3 10/31/2012 II. Rehabilitation and Redevelopment Undertake strategies that facilitate rehabilitation and redevelopment of aging commercial, industrial and residential areas to ensure private reinvestment and sustainability. COMMERCIAL AND INDUSTRIAL STRATEGIES • Maintain listing of available commercial /industrial sites • Promote available sites through various marketing initiatives • Identify and examine potential areas for revitalization • Review existing programs, resources, and services and recommend improvements to increase competitive advantage and support goals • Enhance downtown commercial district through business recruitment and people generating activities IL Rehabilitation and Redevelopment cont'd RESIDENTIAL STRATEGIES • Maintain listing of vacant/foreclosed properties • Utilize Comprehensive Housing Market Study recommendations to address housing gaps • Proactively review neighborhoods annually to ensure all home are properly maintained through the code enforcement process • Seek out and promote available programs to improve existing housing stock and incentivize homeownership • Provide educational opportunities regarding foreclosure prevention and housing assistance programs 4 10/31/2012 III. Community Brand Utilize community brand strategies to effect necessary changes to strengthen and enhance community image STRATEGIES • Continue to implement and enhance marketing plan that reflects the Powered by Nature brand, identifies desired target market(s), and complements other local efforts to promote the community internally and externally • Maintain existing and build new community support for the Powered by Nature brand • Establish benchmarks for performance measurement IV. Transportation Advocate and support proactive planning for improvements to the local and area transportation system in a way that will support existing businesses and complement new economic growth. STRATEGIES • Advocate regional &local transportation improvements • Encourage transportation improvements as part of redevelopment/development opportunities • Support efforts to leverage local funds with state/federal resources 5 10/31/2012 Questions ‘\4 City of Elk Rive r 6 2013-2016 ECONOMIC DEVELOPMENT STRATEGIC PLAN (TRACK CHANGES FROM 2009-2012 ECONOMIC DEVELOPMENT STRATEGIC PLAN) INDUSTRIAL DEVELOPMENT Objective:Attract new businesses and support existing businesses to increase the city's industrial tax base and employment base. ➢ STRATEGIES: ➢ Build on existing light industrial base by promoting available sites,business retention and expansion initiatives and business recruitment/attraction techniques ➢ Diversify economic base to include professional services,corporate campuses,energy- related,technology businesses ➢ Review existing programs,resources,and services and recommend improvements to increase competitive advantage and support goals ➢ Explore creative economic development collaborations ➢ Utilize Energy City and its tools to recruit new and assist existing businesses Ensure resources(compatible sites,financing tools,focused marketing,etc)are t Formatted:Indent:Left: 1", No bullets or numbering in place to achieve goals REHABILITATION AND REDEVELOPMENT Objective:Undertake strategies that facilitate rehabilitation and redevelopment of deteriorating aging commercial,industrial and&residential areas to ensure private reinvestment and sustainability. ➢ COMMERCIAL/INDUSTRIAL STRATEGIES: ➢ Maintain listing of for sale/I ascof available-commercial/industrial sites ➢ Promote available sites through various marketing initiatives • Monitor inventory of housing stock to identify gaps ➢ Identify and examine potential areas for revitalization ➢ Review existing programs,resources,and services and recommend improvements to increase our competitive advantage and support goals ➢ Enhance downtown commercial district through business recruitment and people generating activities ➢ RESIDENTIAL STRATEGIES: ➢ Maintain listing of vacant/foreclosed properties • [Formatted ➢ Address housing gaps with Comprehensive Housing Market Study recommendations ➢ Proactively review neighborhoods annually to ensure all home are properly maintained through the code enforcement process ➢ Seek and promote available programs to improve existing housing stock ➢ Provide educational opportunities regarding foreclosure prevention and housing assistance programs • Examine available tools and determine roles to initiate necessary changes COMMUNITY BRAND e: - ' -:Utilize community brand strategies to effect necessary changes to strengthen and enhance community image ➢ STRATEGIES: • Determine best approach to create a single,unique,and effective marketing message for the City of Elk River ➢ Crete aContinue to implement and enhance marketing plan that reflects Elk River the Powered by Nature brand/image,identifies desired target market(s),and complements other local efforts to promote the city community internally and externally ➢ Maintain existing and build new community support for the Powered by Nature brand ➢ Establish benchmarks for performance measurement TRANSPORTATION Objective: Advocate and support proactive planning for improvements to the local and area transportation system in a way that will support existing businesses and complement new economic growth. ➢ STRATEGIES: ➢ Advocate regional&-and local transportation improvements ➢ Encourage transportation improvements as part of redevelopment/development opportunities ➢ Support efforts to leverage local funds with state/federal resources Preserve necessary transportation corridors - Formatted:Indent:Left: 1", No bullets or numbering INDUSTRIAL DEVELOPMENT Attract new businesses and support existing businesses to increase the city's industrial tax base and employment base. STRATEGIES ➢ Promote available sites, encourage business retention and expansion to grow existing light industrial base with business recruitment/attraction techniques ➢ Diversify economic base to include professional services, corporate campuses,energy- related companies, and technology businesses ➢ Review existing programs, resources, and services and recommend improvements to increase competitive advantage and support goals ➢ Explore creative economic development collaborations ➢ Utilize Energy City and its tools to recruit new and assist existing businesses ACTION STEPS • Complete minimum of one BRE visit a month (manufacturers and top employers) • Promote available sites through exhibits at various expos(minimum 2x/yr.) • Utilize 171St FAST implementation plan to create a marketing piece for Nature's Edge Business Center and an annual redevelopment action plan to monitor progress of implementation • Partner with ERMU to identify applicable rebates for available city-owned property • Promote applicable incentives through direct mailings(minimum 3x/yr.) • Partner with Elk River Area Chamber of Commerce to coordinate Chamber goals with economic development goals through various implementation tasks • Utilizing economic development publications make contact with businesses looking to expand, relocate, etc. • Review Micro Loan Program and recommend improvements to increase competitive advantage and support goals • Partner with ECC and ERMU to explore a joint incentive to attract energy-related technology businesses • Partner with local schools and manufacturers to hold quarterly meetings to encourage students to explore a career in manufacturing through plant tours,youth apprenticeship programs and job shadowing • Launch a powerful website for the Elk River Economic Development Department • Demonstrate support for existing manufacturers and raise awareness regarding their impact on the community through various promotional activities and tours during Minnesota Manufacturers Week • Identify target industries (e.g. data centers,energy-related companies,etc.)and create specific marketing pieces to identify advantages and programs to assist in business recruitment • Host quarterly Manufacturers' Connection events with local manufacturers to promote financial incentives, resources and relevant topics to promote business retention and appreciation • Build a targeted industry and trade media databases and send press releases 6x per year. REHABILITATION AND REDEVELOPMENT Undertake strategies that facilitate rehabilitation and redevelopment of aging commercial, industrial and residential areas to ensure private reinvestment and sustainability. COMMERICAL/INDUSTRIAL STRATEGIES ➢ Maintain a listing of available commercial/industrial sites ➢ Promote available sites through various marketing initiatives ➢ Identify and examine potential areas for revitalization ➢ Review existing programs, resources, and services and recommend improvements to increase our competitive advantage and support goals ➢ Enhance downtown commercial district through business recruitment and people- generating activities ACTION STEPS • Update windshield survey quarterly and post on website • Feature available property in quarterly 'Energized by Development' electronic newsletter • Promote www.elkriversites.com on billboard 1x/yr. (changed quarterly) • Partner with downtown business association and civic groups to promote existing and explore new downtown activities • Partner with Elk River Area Arts Alliance to explore funding concepts for an arts center within the downtown study area • Create and distribute a survey to businesses to identify recommended improvements to existing programs, resources and services, in addition to identifying preferred methods of communication to improve Elk River business climate • Identify current property owners' and businesses' interest in redevelopment efforts both north and south of HWY 10 and in 171St Focused Area Study area • Create a redevelopment policy regarding capitalizing the HRA development fund and identify parameters for purchasing parcels • Create and distribute comprehensive business directory to promote downtown Elk River • Partner with the Elk River Area Chamber of Commerce to hold annual event to promote economic development resources and incentives(Juice Up Your Morning, Chamber luncheon, Money Breakfast, etc.) • Create a short video promoting available sites and applicable initiatives to distribute through social media outlets, constant contact and website RESIDENTIAL STRATEGIES ➢ Maintain listing of vacant/foreclosed properties ➢ Address housing gaps with Comprehensive Housing Market Study recommendations ➢ Proactively review neighborhoods annually to ensure all home are properly maintained through the code enforcement process ➢ Seek and promote available programs to improve existing housing stock and incentivize homeownership ➢ Provide educational opportunities regarding foreclosure prevention and housing assistance programs ACTION STEPS • Continue to work with applicable departments and entities to maintain internal foreclosure tracking spreadsheet • Distribute MN Home Ownership Center foreclosure prevention and Elk River Housing Toolkit information to local lenders, realtors,churches, non-profits, builders, etc. (minimum 4x/yr.) • Partner with staff to devise a neighborhood inspection plan to ensure all homes are properly maintained through the code enforcement process • Utilize housing intern to research programs available to Elk River residents to improve existing housing stock and incentivize homeownership • Partner with North Metro Realtors Association to explore the creation of in house housing programs(down payment assistance, housing rehab, etc.) • Partner with applicable non-profits(MNHOC,Tri-CAP,etc.)to hold educational events to promote foreclosure prevention and housing programs (minimum 2x/yr.) • Identify a partner housing organization to fund and support a selective housing removal and rebuilding program • Host an annual Realtors' Day to educate realtors about the programs, processes and amenities offered by the city COMMUNITY BRAND Utilize community brand strategies to effect necessary changes to strengthen and enhance community image STRATEGIES A Continue to implement and enhance marketing plan that reflects the Powered by Nature brand, identifies desired target market(s), and complements other local efforts to promote the community internally and externally A Maintain existing and build new community support for the Powered by Nature brand A Establish benchmarks for performance measurement ACTION STEPS • Work with area businesses and civic organizations to incorporate brand into their marketing strategies through presentations (minimum 6x/yr.) • Create PbN logos for area businesses and civic organizations (minimum 6x/yr.) • Meet with each city department to ensure all documents(staff reports, applications, business cards, presentations, letterhead, etc.) adhere to brand guidelines as outlined on SharePoint • Maintain poweredbynature.blog.com site (minimum 3x/wk.) • Distribute window clings and larger windows signs of the logo • Distribute brochures explaining the brand to residents to municipal liquor stores, Guardian Angels, Pullman Place, Sherburne County, local banks,Chamber of Commerce, local hotels, etc. • Utilize community brand throughout the new Economic Development and citywide website • Promote the brand, engage residents, and distribute materials at expos (3x per year)and at events such as Realtors' Day, Leadership Elk River, and Manufacturers Connection • Create profiles on first-tier business owners in Synchronist—a tracking software used to record information on local businesses and visits • Launch an online marketing campaign through pay-per-click and keyword advertising • Benchmark the impact of the Powered by Nature brand with data from Google Analytics and a search engine optimization analysis. TRANSPORTATION Advocate and support proactive planning for improvements to the local and area transportation system in a way that will support existing businesses and complement new economic growth. STRATEGIES ➢ Advocate regional and local transportation improvements ➢ Encourage transportation improvements as part of redevelopment/development opportunities ➢ Support efforts to leverage local funds with state/federal resources ACTION STEPS(submitted by City Engineer) • Increase contact with legislators for state highway transportation improvements • Complete low cost/high benefit enhancements to improve traffic flow through the existing street intersections • Advocate for the continued use and expansion of Northstar commuter rail service. • Continue implementation of transportation improvements as detailed in the 171st Focused Area Study • Assure all proposed development improvements are consistent with our local and regional transportation plans. • Leverage State and Federal investment for mobility improvements to TH 169 and TH 10 with the already spent local dollars for the planning of improvements to these sections. • Evaluate all available grant opportunities to determine if the local matching amounts are a cost effective and feasible solution to support our objectives and strategies.