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7.2. HRSR 01-05-2015 City of Elk - Request for Action River O. To Item Number Housing and Redevelopment Authority 7.2 Agenda Section Meeting Date Prepared by General Business January 5, 2015 Jeremy Barnhart,Deputy Director, CODD Item Description Reviewed by Consideration of Staff Assignments from Strategic Plan Reviewed by Action Requested Consider priorities for inclusion in the Strategic Plan Background/Discussion As part of the Annual meeting,the HRA reviews the strategic plan,identifying priorities to be accomplished in the next year. The Strategic Plan was last updated in 2013, and though not complete,is in need of comprehensive review. With the installation of the new EDA director, staff intends to review the strategic plan and present suggested updates in the first quarter, 2015. At this point staff desires direction as to immediate needs that have been identified by HRA members,to be included in the strategic plan proposal. In particular: What needs are not addressed by existing programs or processes? Is a particular geographic area in need of redevelopment assistance? Is a common regulation or problem hampering private development efforts? (ie. lead based paint issues, city review process) It is staffs experience that the most effective use of rehabilitation programs are those that act as catalysts for further private investment. In that vein,has the HRA identified a key project that should be completed effectively act as this catalyst? Staff will incorporate feedback received into an update to the strategic plan. Financial Impact N/A Attachments ■ 2013 Strategic Plan ■ 2015 Budget Goals P a w E n E o A Y UREJ 2013 — 2016 EDA Strategic Plan Final BUSINESS DEVELOPMENT Attract new businesses and support existing businesses to increase the city's industrial tax base, commercial tax base and employment base. INDUSTRIAL 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 COMMERCIAL STRATEGIES ➢ Promote available sites, encourage business retention and expansion to grow existing commercial base with business recruitment/attraction techniques ➢ Diversify economic base to include a wide variety of retail and service industries, as well as additional fine dining opportunities ➢ Review existing programs, resources, and services and recommend improvements to increase competitive advantage and support goals ➢ Explore creative economic development collaborations ➢ Enhance commercial district through business recruitment and activities ACTION STEPS • Complete minimum of one BRE visit a month (manufacturers and top employers) and distribute Business Finance Toolkit,Available Sites, Community Profile, Energy City Brochure, Business Recycling Toolkit and other pertinent information. • Promote available sites through exhibits at various expos (minimum 2x/yr.) • Utilize 171" 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.) 1 Approved EDA January 14, 2013, HRA January 7, 2013 • Promote Elk River to the restaurant industry through website (www.elkrivermn.gov/restaurants), direct mailings, Constant Contact email blasts and other marketing venues • 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, energy city tours and 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,fine dining establishments, 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. • Produce an energy conservation best-practices brochure to provide to businesses • Coordinate with Energy City to plan and market energy city events e.g. Energy City Business of the Year • Partner with Energy City and the Streets Department to promote proper disposal of Fats, Oils and Grease through videos,flyers, emails, social media, and other media 2 Approved EDA January 14, 2013, HRA January 7, 2013 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 171" 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 3 Approved EDA January 14, 2013, HRA January 7, 2013 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, Energy City conservation brochure, 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 4 Approved EDA January 14, 2013, HRA January 7, 2013 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 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 powered bynatu re.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. 5 Approved EDA January 14, 2013, HRA January 7, 2013 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. 6 Approved EDA January 14, 2013, HRA January 7, 2013 Division Performance Measures & Goals for 2015 Division: Economic Development\HRA Completed by: Brian Beeman Date: May 12, 2014 Performance Measure 2013 Actual 2014 Estimated 2015 Projected Rehabilitate at least 12 properties 0 0 12 Promote the Elk River HRA 0 Send direct mailings to Target Area Send direct mailing to Target Area Rehabilitation Program 500 estimated 500 estimated Promote Small Cities Development Send direct mailing to Target Area Grant 500 estimated Related Vision Statement Division Goal Goal/Objective Comments Promote Small Cities Development Central Minnesota Housing Partnership(CMHP)will apply to State SCDP Program(SCDP)Grant program Mississippi Connections Priority Projects grant for Target Area income based housing rehabilitation funding. Promote new Elk River HRA Mississippi Connections Priority Projects Send direct mailing to Target Area to promote the program.Work with Rehabilitation Program CMHP to send Press Releases about success stories. Update 2012 Market Housing Study FAST Study Update 2012 Housing study.As the market continues to evolve,the need to understand gaps in the system is highlighted. Research First-Time homebuyers Mississippi Connections Priority Projects, Based on phone calls from the public program Economic Development Strategic Plan Work to expand Senior Housing Housing Market Study,Housing Based on phone calls from the public options Diversification Downtown Redevelopment Plan Mississippi Connections Priority Projects Next step is to research redeveloping downtown north of Hwy 10.