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6.0. EDSR 03-11-2002 • Item # 6 1./ City of Elk -�-- River MEMORANDUM TO: Economic Development Authority FROM: Heidi Hall, Economic Development Assistant DATE: March II, 2002 SUBJECT: 2002 Strategic Industrial Marketing Plan Update Attachments *2002 Community Profile *Advertisement, Twin Cities Business Monthly, February 2002 S "Establishing Your City's Image, Minnesota Cities, February 2002 *Tech Incubators Live On, Minnesota Business, March 1, 2002 2002 Community Profile The 2002 Community Profiles became available in mid-February. The Profiles will be included in the strategic industrial marketing folders and are available at the front desk at City Hall. 2002 Advertisements Softpac was featured in the February 2002 issue of Twin Cities Business Monthly. The City of Elk River, First National Financial Services, and Reliant Energy Minnegasco sponsored the ad. The next two advertisements will appear in the May and June issues of Twin Cities Business Monthly. The May issue will highlight Cymbet as an emerging company. The June issue will feature Bixby Energy Systems or another small manufacturer as part of a small business guide. 1110 W • GC a City of Elk River E 13065 Orono Parkway Elk River,MN 55330 CommunityProfile 2002 Elk River, Minnesota The City of Elk River is located 35 minutes north/northwest of Downtown Minneapolis. County: Sherburne County Seat: Elk River Metro Area: Minneapolis-St.Paul MSA Senate District 19: Senator Mark Ourada House District 19B: Rep.Bruce Anderson Congressional District#8: Rep.James Oberstar Population 20,000- 16,447 80,000- 64,417 15,E- �- 60000- 11143. a 41,945 10,000- : u 40,E- 6,785 b y ; 29906 5000 2 252 �r �ti & � t 20,000_18,344 :ald'*�.'^ dy 1 .. b 5 3 t+'E'L,Y .M1. !t V -2- 1?. 1970 1980 1990 2000 1970 1980 1990 2000 Elk River Sherburne 2000 Median Age: 1998 Median Household Estimated Elk River 32 years Income: Sherburne County 31.4 years Sherburne County $55,447 State of MN 35 y State of MN $45,311 Phone: 763.441.7420 Fax:763.441.7425 www.ci.elk-river.mn.us W 0 •// cc • City of - Elk River E 13065 Orono Parkway V Elk River,MN 55330 Employment Major Employers Product/Services = Full-Time Employees PartTime Employees Total Independent School District 728 Education n/a n/a 1160 Sherburne County Government n/a n/a 490 Guardian Angels of Elk River, Inc. Nursing/Housing 143 229 372 Great River Energy Electric Utility 322 8 330 Wal-Mart Retail Store n/a n/a 325 Cub Foods Grocery Store 50 150 200 Menards Retail Store n/a n/a 195 Tescom Corporation Pressure Control Devices 187 2 189 Coborns Grocery Store 27 153 180 Alltool Manufacturing Metal Stamping n/a n/a 155 The Cretex Companies,Inc. Precast Concrete Products n/a n/a Employment Estimates - Occupation and Wages Sherburne County Types of�.:; ,„ ' _ Average Monthly , Employment A..", x �.:Exr Employment. n<Occupationx` k-fourly Median Wage , Goods producing Computer programmer $25.98 (Construction and manufacturing) 4,500 Tool&die maker 22.06 Service Producing Welder 16.00 (Transportation,wholesale and Machinist 17.29 retail trade, services, etc.) 14,653 Assembler 12.89 TOTAL 19,153 Data Entry 11.43 Labor Force:35,747 Source:Minneapolis-St.Paul MSA Third Quarter 2001 Salary Survey, November 2001 Unemployment Rate: 3.6% Minnesota Department of Economic Security Source.MN Dept of Economic Security:2000 Annual Employment& Wages,Sherburne County Transportation Highways Air Interstate Highways 7 miles to I-94 Anoka County/Blaine Airport Federal Highways U.S. 10,U.S. 169 St. Cloud Regional Airport State Highways 101 Minneapolis/St. Paul International Airport4111 Rail Intra-City & Intro County Burlington Northern Line Pioneer Taxi Sego Taxi and Package Bus River Rider Heartland Express Greyhound Bus Lines ua u. CC a City of z Elk ,.., ._. '''''"-'z River z 13065 Orono Parkway O V Elk River,MN 55330 Taxes .2Qa F Elly River.Tax Dollar r4 Tax Capacity Rates t 3_ s .;, ,. � freax- Total=�2ate4 ' -3°Cid fie School District 728 49.7% 2002 estimate 138.835 43.544 City of Elk River 23.8% 2001 128.544 30.596 2000 119.450 30.250 Sherburne County 25.2% 1999 121.130 29.324 Misc.Jurisdictions 1.4% 1998 111.504 26.255 1997 112.767 24.255 Commercial/Industrial Taxes: Minnesota real estate taxes are based on fair market value estimates. Tax capacity times the tax capacity rate equals property taxes.Tax capacity is the value of the property under $150,000 times 1.5%plus any value over$150,000 times 2.0%. 'Total tax rates do not include Market Value School Excess Levy Referendum rate of 0.08241% 2001 City Budget:$ 7,215,500 City Bond Rating: A-3 Moody's Housing and Development " New Resrcdentlaf Canstructiot- Value 1 `1' New Cornmercialf/fncfustnaf'`Constructiot Value 40M $38,613,.,454,$41877,967 40M } $32,723381 r 000.:',-*,,,, *„ , "0 9 30M- 30M $26255626 4�t{ �' y°n a�u' " c t` $25 690,122le r as- sk $23,920,652 20M lAVF-`fir A 1 20M- $8943 050 $4 529 366 , $6,341,570 14 '^' , or . r? 461424200 air swims. sti*'r�s 'rn.;uat we 1997 1998 1999 2000 2001 1997 1998 1999 2000 2001 New Housing Unia z„ E�x,tstng Home Sales Yeasf -.1.,,,i"-.-",, cti� : �* S'Sg1y Aw 'nte Me dia�Prrce :, 2001 256 1632001 280 ,,. $184,445 n/a 2000 284 172 2000 306 $174,820 $160,000 1999 205 177 1999 340 $153,004 $142,559 1998 289 201 1998 346 $139,470 $127,800 1997 224 182 1997 253 $129,263 $120,900 W 41, CC ct` City of Elk .y River 13065 Orono Parkway Elk River,MN 55330 Business and Community Services Utilities and Services Medical Services Water Three Family Practice Clinics Municipal water source: Wells Two Urgent Care Centers Storage capacity: 2,500,000 gallons Nearest Hospitals Pumping capacity: 6.7 mgd Mercy Hospital— Tapwater hardness: 17 grains of 213 ppm Coon Rapids, 14 miles Average demand: 3,700,000 gallons per day Monticello/Big Lake Community Hospital— Peak demand: 5,300,000 gallons per day Monticello, 12 miles Rates and billing: Elk River Municipal Utilities - Dentists, chiropractors, and other health care spe- (763) 441-2020 cialists have practices within the community. Electricity Electric utility: Elk River Municipal Utilities Mail Services (763) 441-2020 First Class Post Office and Express Service available Electric utility: Connexus Energy • (612) 323-2600 Banking and Finance Natural Gas Financial Institutions and Deposits Gas service: Minnegasco First National Bank of Elk River—$323,992,000 Rates and billing: (763)372-4727 The Bank of Elk River—$173,287,000 Sanitary Sewer Sewer service: Municipal Retail Gross Sales — 1998 Plant capacity: 1,640,000 gallons p/day Sherburne County—$428,390,759 Average demand: 937,000 gallons p/day Elk River—$299,228,618 Rates and billing: Elk River Municipal Utilities Source:Minnesota Department of Revenue Sales&Use Tax Statutes 1998 (763) 441-2020 Newspaper Telecommunications Elk River Star News (weekly) Company: Qwest Communications Star Tribune and St.Paul Pioneer Press (daily) Rates and billing: 1-800-244-1111(Residential) 1-800-603-6000 (Business) Company: NorthStar Access Rates&billing: 1-877-225-6754 Refuse/Recycling Provided by the city through contracts with private haulers Rates and billing: Elk River Municipal Utilities lip (763) 441-2020 Cable TV Cable service: Charter Communications Rates and billing: (612) 682-5980 cu O oC � D. City of ' - '' Elk .�. River E 13065 Orono Parkway V Elk River,MN 55330 K-12 Education '#D strict 28 Public Schools umber ,Enr'olfinent G rad`es Elementary 7 5,170 K-6 Junior High 4 2,486 7-9 Senior High 1 1,913 10-12 Area Learning Center 1 367 8-12 Efk River Parochial/Church Schools St.Andrew's School 332 K-6 Affiance Christian Academy 300 K-12 St.John's Lutheran School 220 Pre-K-8 Solid Rock Christian Academy 35 K-12 Area Post Secondary Schools Technical college: Anoka-Hennepin Technical College Distance: 9 miles Community college: Anoka-Ramsey Community College Distance: 15 miles Universities: University of Minnesota St. Cloud State University Distance: 35 miles Community Contacts Catherine Mehelich Jeff Gongoll Director of Economic Development President City of Elk River Elk River Area Chamber of Commerce 13065 Orono Parkway 509 Highway 10 Elk River,MN 55330 Elk River, MN 55330 (763) 441-4905 (763) 441-3110 cmehelich@ci.elk-river.mn.us eracc@onrampinc.net WWW.ci.elk-river.mn.us www.elkriverchamberorg Business Financing and Incentive Programs The City of Elk River and its EDA and HRA participate in and have access to the following programs: Tax Increment Financing,Tax Abatement,Industrial Revenue Bonds, SBA Loan Programs,Local Micro Loan Fund, Initiative Foundation,Minnesota Investment Fund,Sherburne County Business Development Fund, and the Elk River Business Incubator. GC °- city of River E 13065 Orono Parkway V Elk River,MN 55330 Commercial and Industrial Areas 5 Commercial 6 1.Central Business District 193"Avenue 2.Elk River Plaza Mall 7 3.Barrington Retail/Office A 4 GO g 4.Elk Park Center I:. c School Street 5.Hillside Crossing 11 0 2 3 6.Hillside Crossing F Main street 1 7.Hillside Crossing South MISSISSIPPI RIVER Industrial411 G A.Elk River Industrial Park N AB.McChesney Industrial Park 173"Avenue f C.Rall 10 101 A C D.RR Industrial Park /\?\'' E.Ar-Mon Industrial Park F.Elk River West Business Park G.Elk River East Business Park H.Cascade Industrial Park H D ' E i Phone: 763.441.7420 Fax:763.441.7425 www.ci.elk-rive%mn ils • - • x a t�'''�'h'e"x `l�i r�a9w�a} � ,:,s a ° ° 1..? r•''� 3 „ a' � rtz�qty � f 1�" • P � it," � .`1: ::.fit,' ili. "'�"f� f tX .:,� ,k - t >i1 � _tf f7,1- - '� w :h lr ''#� i t "*-77, St -y }., I 9 �� • pka.' It p gad .ii S # 4ti k4 �rl�,,f tit � 4 bl',446;141.1 _ - n y t4 {f xF y #t a py t _ t i, IJ ����nn tUS,A 1 SoftPac Benefits From Seamless Site Selection Expertise. "Opus,Colliers-Towle and the City of Elk River worked smoothly together to identify the right site for our 75,000 square foot highly specialized industrial facility.Elk River fulfills our transportation needs with access to Highways 10, 169 and 101 and serves as a convenient halfway point between our Foley plant and our corporate headquarters in Plymouth. Our unique water and work force needs were also met.Our new location has been highly successful in attracting the skilled work force living in the northern tier,from St.Cloud,the Twin Cities and the outlying rural areas." John Dennis,Vice President of Operations SoftPac Industries,Inc. For a free Location Site Guide,induding expansion and relocation - opportunities,financing information and much more, e mail hholl@ci.elk-rivecmn.us or call(763)441-7420. 1l�..First National Bank \Reliant � .mw. cn r \Energy. ;Minnegasco wwwbuabanketmm E"yl ...�.. - www..minngaswcan River - - _ The Light Industrial Hub of the Northwest Metro 30 FEBRUARY 2002 TWIN CITIES BUSINESS MONTHLY • SOLVING THE PUZZLE : WHY " MARKET " YOUR CITY ? • Establishing Your City's . In a time of economic uncertainty, the tendency is to cut the marketing budget or eliminate it altogether, dismissing it as `fluff"one can't afford. Effective marketing, however, is a city's greatest tool when faced with tough times. By Tom Bullington very city has its pros and cons. few miles to another city? Again, right ing the tough questions, such as: What But which would you rather have or wrong, these indicators send up "red is our city's image? What do we want people concentrate on when they flags" about your community—and our city to be known for? What are our think of your community? Is there that's something you can't afford. attributes? What are our advantages? an information vacuum in your Cities that win the big develop- What are our disadvantages? and so on. city just waiting to be filled by a ments and enjoy a healthy stream of Try to be as honest as possible, realizing cub reporter with visions of becom- incoming residents have, in one way or you might not want to hear all of the ing the next Carl Bernstein? Or do another, effectively marketed themselves. answers. you have a plan to drive media coverage Whether that's through a communica- When you have the answers, get to by proactively marketing and promot- tions or economic development staff or work on planning your next action ing your community as a great place to an outside firm, landing the big deals steps. Ask more tough questions as you 've, do business, and spend money? and touting oneself as a great place to begin to plan. Do you want to have a Obviously, everyone would prefer live pays handsome dividends. - new logo or tagline to accompany your to have positive media coverage all the marketing effort? Is this a short-term or Getting started time. But this simply isn't a realistic a long-term effort (before you start the expectation. Negative situations will The power of marketing any product, next one)?Who are your key audiences? inevitably arise no matter how rosy the or in this case, a city, simply cannot be What are the key messages you want to picture may seem now—businesses will underestimated. Want to get started? convey to these groups? What are some close down, accidents will happen, Here's how: realistic goals and outcomes to expect industries will fail, and some residents First, municipal marketing campaigns from this process? will unfortunately turn to crime and need the unwavering support of city anti-social behavior. administrators and city councils in City case studies So if you don't actively promote the order to be successful. From the onset, Since every city is different, it's impos- good things, invite new residents and the staff working on the campaign need sible to point to one example as the to have clear direction as to what is perfect model. Yet, there are several businesses while letting those already there know you value them as resources, desired by the city such as outcomes, cities across Minnesota and the nation people will use the negative things that goals, and reasonable budget parameters. that have reaped the benefits of mar- occur in your city to judge you, right or Once the outcomes, goals, and keting themselves. Here are just a few wrong. In other words, the old adage budgets are set and approved, your city examples: "perception is reality" is quite true. must undergo a thorough planning Mankato and North Mankato. process. If this is a city-only effort, get a Regional cooperation between corn- It's not"fluff" variety of employees involved in brain- inunities is the hallmark of the new Effective marketing is certainly a city's storming—not just top management. marketing effort now underway in greatest tool when faced with tough The best ideas often come from where Mankato and North Mankato. Accord- times. How else will prospective residents you least expect. If this is a community- ing to Shelly Schulz, public information and businesses know what you have to wide campaign using other organizations director for the city of Mankato and offer if you don't tell them? What will such as chambers of commerce, tourism Mankato Area Public Schools, the new your current residents and businesses boards, school districts, etc., make sure campaign was spearheaded by the hink when they see surrounding cities everyone gets a seat at the table (they Mankato Area Chamber and Conven- ceive more positive press coverage, may also be helpful financially). tion Bureau, Mankato City Manager witness their neighbors leaving for Pat Hentges and others in the area. Start asking questions "greener pastures," or see businesses "Pat Hentges had a vision that this close upand move down the road a When the group is assembled, start ask- close campaign would be productive for FEBRUARY 2002 MINNESOTA CITIES , 7 Mankato," she said, noting that Hentges Your Community," has been Mankato's Tacoma, Washington. Tired of believes such work would "position the inspiration (read more about Renton playing second fiddle to its larger _ entire region for success." below). neighbor to the north, Seattle, Tacoma Others involved in putting the cam- Schulz is optimistic the Mankato hired a New York-based public relations paign together include North Mankato campaign will work, but she has no firm in 1998 to rework its image. The City Administrator Wendell Sande, Burt illusions about the work involved. transformation has been dramatic— Lyman, executive director of the Mid- "This has to stand on its own merits," more than 50 new companies have west Wireless Civic Center, and repre- she said. "We're going to have to work located in Tacoma, it was named an sentatives from the Valley Independent hard. But we really need to point out All-America City by the National Development Corporation, which works our strengths and reasons for being here Civic League, and Toyota even named on behalf of both cities. and coming here." a truck after the city. Mankato officially got down to Roseville. In Roseville, the nearly Tacoma has also received plaudits business in December 2001 when the 4-year-old Roseville Visitors Association from the local and national media due Chamber held a televised press confer- (RVA) is helping bring visitors and in great part to its self-branding as ence announcing a collaborative, multi- tourists to this Twin Cities suburb with "America's #1 Wired City." This jurisdictional marketing campaign. the support of city government. Rose- nationally award-winning tagline has The announcement followed a request- ville established the RVA in March played up the significant high-tech for-proposal process that culminated 1998 as part of passing a 3 percent local industrial opportunities available in in the hiring of Meyocks and Priebe lodging tax. According to Assistant City the city and its affordability compared Advertising, Inc. Manager Christine Butterfield, "the to Seattle. Schulz said the selection committee RVA's role is to help support Roseville Tacoma has also established several was quite impressed with Meyocks and as a destination point and promote the targeted web sites to provide informa- Priebe, an Iowa-based firm that has also hotels, motels, and recreation amenities tion to various audiences. The www. worked with marketing the cities of in the city." tacomaspace.com web site helps Des Moines and Council Bluffs, Iowa, in Butterfield said Roseville officials visitors find available properties in down- addition to companies as diverse as formally meet with the RVA quarterly town Tacoma, and www.districtspace. Delta Dental, St. Paul-based Ecolab, to discuss latest steps and ways for the corn locates properties in Tacoma's Gateway computers, Dupont, and Farm city and RVA to "collaborate on vari- numerous business districts. Businesses Bureau. And, according to Schulz, the ous communications pieces." can even download the "wired city" firm's web site address (www.outof Communicating the latest RVA logos and information from the site fo. thebox.com) says it all about where efforts is important to the city, she said, their own use in promoting Tacoma as they want to take marketing for the therefore every bi-monthly city news- a place to do business. Mankato area. letter contains information about the 1 Schulz said the campaign is presently association's activities. For example, news Other award-winning cities in its first phase of research, and she about the city's "Roseville Glows" Each year, the City-County Commu- anticipates embarking soon on the event and the annual Rose Fest are nications and Marketing Association creation of a logo and a branding style always publicized and covered for resi- (3CMA) recognizes many municipal guide. A marketing plan will follow as dent consumption. marketing plans and campaigns. Cities the second phase, before implementa- Renton, Washington. Considered of various sizes and budgets are involu- tion is complete later this year. one of the nation's better municipal ed—all recognizing the great potential Asked why the Mankato area is marketing plans, Renton's campaign and importance of marketing them- embarking on such an aggressive cam- was given life in 1998 when the city, selves,With smaller cities such as Las paign, Schulz said the answer is simple. Renton Chamber of Commerce, local Cruces, N.M., and West Valley City, "We want people to come to this hospital, school district, and college Utah, and larger locales as San Antonio, area," said Schulz, noting that the group committed to a three-year, $600,000 Texas, and Tallahassee, Fla., participat- wants to launch the campaign in time effort to market Renton locally, region- ing, they all understand the value of beingproactive. for tourism season this summer when ally, and nationally. the city's noted trails are in use and the Keeping true to a year-by-year, Remember, if you wait until the Vikings start up camp at the second- ; month-by-month strategic communica- "bad times"hit, it will likely be too late oldest training campsite in the National tions plan as they went along, the to make much of a difference in what Football League. The group is also campaign included advertisements on others think about your city. Be the floating the concept of sponsoring television, radio, and in the print media; first one to establish your city's image. riverboat tours in town to boost tourism. creation of a new tagline—"Renton: Don't let someone or something do it The challenges are many for such an Ahead of the Curve"—and logo; and a for you. r effort, she said, adding that the inspira- web site (www.rentonmarket.com). tion for Mankato's campaign came from One of the more significant payoffs a similar program underway in Renton, came when a$300 million office/hotel Tom Bullington is communications manage Wash. A copy of the Renton Economic development located in Renton, a with the League of Minnesota Cities. Development Department's article 48,000-resident southern suburb of Phone: (651) 281-1243. E-mail: entitled, "Think Like a Business—Brand Seattle. tbulling@lmnc.org. 8 MINNESOTA CITIES FEBRUARY 2002 0 6/i y 131tsmr ss, 1 Reil i ?don -- . , ,,.:.:,,:; ,.., ,,. , ,,,. ,,,,_. ,,,,,., : .,. -:..„,, ...,,,i,„. , ., .,,.. . : •, :• : . ,. . , ,,, , . . . , , . . ,: ?,. . , ,:„., , , , . ...,, .. ., i , , , , NEWS ON EMERGING PRIVATE C PANIES':' Medafor seeks 5M --N r4* ,,,; f ..„. ar clottiAlo,,,,,, n techno o a Y iia I LY _- ;