6.1 EDSR 10-19-2015 C I Request for Action
River
To Item Number
Economic Development Authority 6.1
Agenda Section Meeting Date Prepared by
General Business October 19, 2015 Colleen Eddy,Economic Development Specialist
Item Description Reviewed by
Marketing Update Amanda Othoudt, EDD
Reviewed by
Cal Portner, City Administrator
Action Requested
Item presented for information.
Background/Discussion
Marketing:
Economic development staff has contracted with Prime Advertising to create marketing materials
including the Community Profile,Business Financial and Homeowners brochures along with an Energy-
related publication. Prime is creating a cutting-edge portfolio which will hold the different brochures
which will be distributed at trade shows,local activities,and will be included in inquiry packets. The
marketing packet is projected to be completed in early 2016.
Trade Shows/Conferences:
The following trade shows are in partnership with Sherburne County and the Minnesota Marketing
Partnership.
The Real Estate Journal Data Center conference in January was held in Chicago and was attended by real
estate developers around the country. Staff met with representatives from Jones Lang LaSalle and Parallel
Technologies. The relationship with Jones Lang LaSalle turned into a site visit to the county's data center
site which also included representatives from Involta, a co-location data center. The site visit was an
opportunity to promote Elk River,walk the marketed data center site and answer questions. The visit also
included representatives from Sherburne County, ERMU, and Economic Development.
In March,we attended a data center event hosted by Parallel Technologies. The event was attended by
over 30 people from all over the state. We met several people, one of them being a representative from
Welsh Construction.A follow-up to Welsh led to a site visit which was attended again,by representatives
from Sherburne County, ERMU, Economic Development, and a representative from Colliers
International who specializes in data centers.
In April, the annual Data Center World event was held in Las Vegas. Over 2,000 people from all over the
world were in attendance.The city,again,partnered with the county and PMMP. This event also attracted
several new organizations to the Minnesota delegation,including: Michaud Cooley,Xcel Energy, Iron
Gate,ViaWest, and the cities of Morehead and Chaska.The event created an opportunity to reconnect
with the representatives from Involta. The delegation attended networking events and toured the ViaWest
facility.
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In May, staff attended the Information Management Network (IMN) Data Center Conference in New
York, again attended by people from all over the world. Staff reconnected with representatives from
Colliers International and built relationships with Telex,DLR Group,Data Bank,and Brunz-Key. The
event was an opportunity to learn first-hand on new trends impacting site selector decisions and a chance
to promote the city to various organizations around the country. Staff also toured the DataGryd data
center located in the heart of mid-town Manhattan,and met with the real estate developer marketing the
data center site. Over 350 people attended the event which brought major exposure to city of Elk River.
In June, staff,in partnership with GreaterMSP, attended site selector visits with US Consults,DataCenter
Hawk, Cressa and Mohr Partners in Dallas. The visits were an opportunity to learn from the site selectors
and to highlight Elk River's assets.
In September, Colleen attended the CapRate Data Center Summit in Virginia. The summit included
breakout session with site selectors,end uses, data center resources etc. The event was in partnership with
the Minnesota Marketing Partnership. The event was attended by people in all capacities in the data
center industry and from around the country. It was an opportunity to build relationships and retain
relations with the companies/businesses that attended other events. Over 350 people attended the event
and over 20 exhibitors were at the show
Colleen attended the Spring Data World Trade show in Maryland, as part of the Minnesota delegation.
Other partners in the delegation were Great River Energy,Dakota Electric,Apex, and Michaud Cooley.
The show was an opportunity to connect with data center professionals from around the world and to
retain the relationships that were started at other shows. Other activities conducted during the show were
various networking activities and small group site selector visits. The delegation tracked various contacts
made during the show via a lead retrieval system,which Colleen will receive a copy of in a spreadsheet
format
At each event part of the city's swag bag is distributed which reinforces the city's message via power
banks with our logo on it and 2G flash drives that have the Economic Development video and our
targeted industry's information installed on each.After each trade show staff sends out personal notes
and encloses one of our gun metal pens/stylus combo. Staff also completes a follow-up phone call within
a month of the event.
Advertising:
This year we have advertised in 15 different trade industry publications and local organizational
directories.Three of the 15 were new ventures for the Economic Development Division which included
overseas publications. The European CEO, Global Trade,and World Commerce publications include a
full page article and a full page color advertisement. Also new this year is the Minnesota Economic
Development publication which is an opportunity through MN DEED and includes a full page color ad
strategically placed in the first insert of the magazine,which offers great exposure for the city of Elk
River. The total reach for all publications were 907,509 subscribers at an expense of$45,285.00 which
brings the total cost of impressions to $20.04/each.
Financial Impact
Funding for trade shows and advertising are included in the 2015 budget.
Attachments
• 2015 Advertising Tracking
• 2015 Trade Show Tracking
Advertising
City of Elk River, MN
2015
Month Magazine Focus Specs #Subscribers Rate #of Impressions
February-15 Site Selection Magazine Northstar Business Park 1/3 page 4-color 49,000 $2,000.00 $24.50
February-15 Enterprise Minnesota Elk River 2 full color pages 2,500 $2,500.00 $1.00
March-15 Heartland real estate March-MN snapshot or Bus Parks 1/2H 4/c 35,000 $1,350.00 $25.93
March-15 Business Facilities Elk River Full page/Full color 32,000 $1,500.00 $21.33
May-15 CMMA/Tri Mfg Elk River one full b/w page 650 $200.00 $3.25
July-15 Site Selection Magazine Shovel ready sites/data centers 1/3 page 4-color 49,000 $2,000.00 $24.50
August-15 Site Selection Magazine Economic Development Directory 2x4 column 49,000 $250.00 $196.00
August-15 Heartland real estate August-EDC Spotlight P 4/c 35,000 $1,500.00 $23.33
August-15 EDAM Elk River Economic Development Dept. one full b/w page 1,200 $415.00 $2.89
August-15 Elk River Chamber Directory Elk River one full b/w page 350 $295.00 $1.19
September-15 Heartland real estate Sept-MN/St Paul Opportunities 1/2H 4/c 35,000 $1,350.00 $25.93
September-15 World Commerce Elk River 2 full color pages 90,000 $1,425.00 $63.16
December-15 World Commerce Elk River 2 full color pages 90,000 $1,425.00 $63.16
2015/2016 MN Economic Development Elk River Economic Development Dept. one full color page 24,000 $5,860.00 $4.10
Jan/Feb 2015 Trade&Industry Elk River 1/4 page color 25,000 $2,993.00 $8.35
July/August 2015 Trade&Industry Alternative energy/data center 1/4 page color 25,000 $1,662.00 $15.04
June/July 2015 Business Xpansion Journal Elk River Full page/Full color 75,000 $1,500.00 $50.00
June/July 2015 Global Trade Site Selection Planning Guide full page 4 color 41,175 $4,000.00 $10.29
March/April 2015 Expansion Solutions Data centers Full page/Full color 35,000 $1,801.00 $19.43
September/October 2015 Expansion Solutions Shovel ready sites/data centers Full page/Full color 35,000 $1,801.00 $19.43
September/October 2015 Business Xpansion Journal Data centers Full page/Full color 75,000 $1,500.00 $50.00
September/October 2015 Trade&Industry Manufacturing 1/4 page color 25,000 $1,662.00 $15.04
Spring and Fall 2014 and 2015 The Current newsletter Housing Rehab Program 2-1/4 page full color 11,317 $898.00 $12.60
Summer 2015 European CEO Elk River 2 full color pages 56,000 $4,500.00 $12.44
Winter and Summer 2014 and 2015 The Current newsletter Financial incentives 2-1/4 page full color 11,317 $898.00 $12.60
Totals 907,509 $45,285.00 $20.04
Trade Shows
City of Elk River, MN
2015
Date Event Contacts
Real Estate Journal Forecast-
January 19-20,2015 Chicago Kim Baumgartner and Dan Bozniack,Parallel Technologies
Brent Severson,JLL-Jones Lang LaSalle
Jeff Johnson,MN Real Estate Journal
Gene Goddard,GreaterMSP
Jerry Sullivan,Paine/Wetzel TCN Worldwide
Daniel Nikitas,Avison Young
Dave Burden,Colliers International
Chris Epstein,Beco Management
Parallel Technologies"Build
March 26,2015 or Colo"-Twins Stadium Scott Thompson,Welsh Construction
Michelle Rose,Metropolitan Mechanical Contractors Inc.
Jamie Masur,Parallel Technologies
Spring Data Center World-
April 19-23,2015 Las Vegas see Data World 2015 tab
Dan Pfeiffer and Ryan Bruers,Xcel Energy
Jeffrey Dahl,City of Chaska
Matt Maslowski,City of Morehead
John Bohnet and Rory Johnson,IronGate
May 6,2015 Real Estate Journal Land Development
Linda Fisher,Fredrikson and Byron PA
Kim Lindquist,City of Rosemount
Cathy Mehelich,City of St Cloud
Stan Gustufson,City of Cambridge
Chris Eng,City of Duluth
Rick Packer,Mattamy Homes
John Chirhart,Gaughan Companies
Brian Pankratz,CBRE
Tony Barranco,Ryan Companies
Phil Cattanach,Opus Group
William Roozenboom,Tom Strohm,Cresa Minneapolis
May 27-29,2015 IMN-New York Dave Leonard,ViaWest
Nancy Martel,DLR Group
David Peterson,Colliers Int'l
Kevin Ooley,DataBank LTD
Mona Weisberg,DataGryd
William Esslinger,FOGO Data Centers
Shawn Mills,Green House Data
Simon Tusha,True Data Centers
Chris Curtis,Compass DataCenters
Mark Hughes,Digital Fortress
Site Visits with GreaterMSP-
June 24-26,2015 Dallas David Liggit,DataCenter Hawk
Susan Arledge and Amanda Regan,Cressa
Victor Salvino,Maya Shaw,and JT Walker,Mohr Partners
C.Ray Watson,US Consults
August 27,2015 Real Estate Journal,Energy Summit
Mike Goalen,Impact 7G
Mark Loftus,Dakota Electric
Bret Borth,Braun Intertec
Nancy Martel,DLR Group
Peter Klein,St Paul Port Authority
Patrick Berger,Xcel Energy
September 16-17,2015 CapRate Summit Virginia Buddy Rizer,Loudoun Virginia
Cory Fones,Corn Rent
Joanna Gagliardi,DC Group
Megan Burnside,Dunbar Security
BJ Batmanghelidj,DuPont Fabros Technology
Danny Adcock,Sumitomo Electric
Richard Cobert,Stafford Virginia
Kevin Bostick,CFO,365 Data Centers
Amanda Dillon,Quantico Corporate Center for Silver Companies
John Kolar,Kyoto Cooling an Air Enterprises Solution
Kevin Olsaysky,Mission Critical Group,Jacobs
David Spiewak,CEO,DJS Group LLC/Next Tier HD
Fall Data Center World-
September 18-23,2015 Maryland Mark Loftus,Dakota Electric
Guy Herr,Michaud Cooley
Brian Hanson,Apex
Tom Wilwert,DC Group
John Kolar,Kyoto Cooling and Air Enterprises Solution
Kevin O'Neill,Data Center Spotlight
Michael Haley,Advanced Mechanical/Electrical Planning
David Orwick,Thompson Coburn LLP
Sam Aldridge,Tom Muti,Dunbar Cybersecurity
William McCausland,Dominion Data Center
Joseph Fumanski,Data Center Facilities
William Kiss,Global 1 Research
Greg Ramsey,Dell
Peter Matte,Sealco
Tim Hazzard,Data Solutions
Dan Draper,Emerson Network