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6.0. EDSR 04-13-2000 &'o. City of Elk River Strategic Industrial Marketing Plan Elk River...Where city and country flow together EDA Progress Report Strategic Industrial Marketing Plan April 10, 2000 Marketing Committee Jim Barthel Chris Carlson Dr. David Flannery Renee Sandee Gary Santwire Jim Simpson Daryl Thompson • City Staff Pat Klaers Marc Nevinski Consultant Anita S. Duckor Duckor & Associates, Inc. • Duckor&Associates, Inc. A BluePrint For Your Success ...Today and Tomorrow City of Elk River Strategic Industrial Marketing Plan • Elk River...Where city and country flow together Phase I — Information Analysis o Revised City of Elk River SWOT Analysis Li City of Elk River Industrial Composite Charts Li Client Requirements o Client Requirements Alignment Analysis Duckor & Associates, Inc. A BluePrint For Your Success ...Today and Tomorrow City of Elk River Strategic Industrial Marketing Plan • Elk River...Where city and country flow together SWOT Analysis for Economic Development Strengths ❑ Close proximity between St. Cloud and the Metro area ❑ Access to three major transportation corridors (Hwy 169, Hwy 101 to 94, and Hwy 10), and main line railroad with spur access ❑ Available fair market industrial land ❑ Available: Two Business Parks —approximately 200 developable acres/city owns 20% ❑ Established business incubator ❑ Potential labor pool within Elk River—converting city's commuter pool to jobs within the City ❑ Labor pool within a 20 mile radius of Elk River (Becker, Clear Lake, Milaca, Princeton) ❑ A distinct Downtown II ❑ Major retail hub for Cub Foods, Target, Wal-Mart, Home Depot, Menard's ❑ Full range of city services ❑ Committed progressive leadership ❑ Accessible, well-managed city government ❑ Available Sewer and Water services including growth capacity ❑ Close proximity to construction materials (sand and gravel) ❑ Good K-12 school system ❑ Working relationship between business and Education (Education to Employment Progression Partnership) ❑ Established community that continues to grow ❑ Stop for"Up North" (Strength for retail); Closer proximity to "Up North" for residents vs. the Metro area ❑ Large park system: Youth Athletic Complex, ball/soccer fields, neighborhood parks, • trails, and full range of Youth Activities e.g. Boys and Girls Club A BluePrint For Your Success 1 ...Today and Tomorrow City of Elk River Strategic Industrial Marketing Plan • Elk River...Where city and country flow together Weaknesses ❑ Train movement e.g. 55 trains per day ❑ Lack of public transportation e.g. buses or cabs ❑ Lack of a market presence or clear identity for the city Lack of funding for K-12 school facilities and staffing ❑ Lack of technical skills training especially with Anoka Hennepin Technical School closing ❑ Low labor availability statewide ❑ Industrial base with no major industrial anchor, e.g. Medtronic's in Fridley ❑ No community center or large meeting facilities ❑ Challenging vehicle movement within the city • ❑ Completion of 101 Highway Bridge construction project (2001-2002) ❑ Lack of spec building space 1111 A BluePrint For Your Success 2 ...Today and Tomorrow City of Elk River Strategic Industrial Marketing Plan • Elk River...Where city and country flow together Opportunities ❑ To position and expand the Energy City designation ❑ To obtain the MN Sports Federation sports complex (7 acres) ❑ To add different levels of restaurants u To develop a downtown riverfront, e.g. river walk ❑ To attract current commuter labor force to work in the city u To attract reverse commuter labor force ❑ Attract commuter rail to the city ❑ Develop more open public spaces e.g. public parks and golf courses ❑ Enhance relationships with key state/regional/local economic development associations e.g. Minnesota High Tech Association, Minnesota Technology Inc. and North Metro • Mayors Association ❑ Develop industrial marketing programs targeted at key location site decision makers Threats o Competing incentive packages from other states, counties and cities ❑ Managing growth in the School District IS 728 ❑ Lack of air strip o No entry level housing available o Lack of spec space ❑ Unattractive power lines in downtown and river area ❑ Wild and Scenic River Ordinance limits development and redevelopment efforts • A BluePrint For Your Success 3 ...Today and Tomorrow • City of Elk River Strategic Industrial Marketing Plan Elk River...Where city and country flow together ELK RIVER INDUSTRIAL COMPOSITION III A BluePrint For Your Success • ...Today and Tomorrow • co 0 N co IT_ a) .0 cc N N N N Al N W m c N •Cn 0 W O In ccs v.i CD 1.. cr 7 w (IIU E 2 U a) > Z _ w cn • LU a) E CLco y G N C 0 o CL }' L � O U C‘:1V 06 c •i •o) i m ww •a -I--0 c as O r CL 8 N N Y C 2 a) Q H L ad M 0 r ' U V E a) c U v U) as CD T a) O 0 a) c 0 • N C N E 0 a Q Q N cpy,,r�"' N o O . a t • 3 I r : i• .01)111)1111111111111)1: I /I# N r O U u) z •�� m O o U • O o a) Q > . 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Price • Free land • Write down with TIF or contribute city Neutral owned land. • Market rate • Available FINANCIALINCENTIVES Tax Increment Financing(TIF) • Able to provide TIF for 25,000 sf or more Neutral /Tax Abatement(Pay as you go) and Tax Abatement for smaller projects TIF • Willing to provide as additional incentive Neutral (Upfront/Bonds) for highly desirable development. TIF Land Contribution • Available in East Business Park and small Neutral parcel in West Business Park. Loans • Available Advantage °CIT, Y SERVICES AND,COST ,, 1-71*'`,',f .,, Low property taxes • Below average of 129.332 Advantage -Elk River 1999= 121.130 2000= 119. 362 Special Infrastructure Needs: • All infrastructure in place and able to Advantage Electric,Gas,Communications, provide needed capacity in most cases Water&Sewer Availability,Reliability&Cost Timely and accurate information • Need to improve location site process Working to establish location site process • Ease of doing business with city • Need to improve location site process Working to establish location site process A BluePrint For Your Success ...Today and Tomorrow City of Elk River Strategic Industrial Marketing Plan • Elk River...Where city and country flow together Client Requirements City of Elk River Value of Attribute GFOGRA1ITh ATTRIBUTE ....,, 47$ Proximity to St. Cloud • 40 minutes on Hwy 10 Advantage Access to: • Suppliers • Hwy 169, 101,and 10 plus the proximity of Advantage • Support services I-94 make access to customers,suppliers • Raw materials and services easy • Customers • Vendors (Proximity to Metro) Transportation: • Highway • Hwy 169, 101, 10&close proximity to 1-94 Advantage • Rail • BNSF main line spur b/w Jackson and Advantage Proctor Ayes. Possibility in E.Bus.Park • Air • No local air strip Neutral Industry Compatibility • Desire light industrial Advantage LABOR Labor Force: Number,quality, skill and wage level • Highly skilled • Draw from NW metro and out-state(i.e. Neutral • • Semi-skilled Princeton&Milaca)labor pool • Unskilled • Clerical • Professional/Technical • Managerial EDUCATION/IIOUSING/EUSINESS NETWORK Education: • K-12 • 98% graduation rate— 1999 Neutral • 24% go on to 2 year college • 28% go on to 4 year college • Student:Teacher= 16:1 • Student:Computer= 12.5:1 Neutral • Technical trainingNeutral • Anoka-Hennepin Tech College Housing Needs: Current Stock Availability • Limited Neutral Price Levels • Average existing Sale Price 1989=$139K Neutral Institutional Support&Network • Minnesota Technology,Inc. Neutral • Minnesota Project Innovations • DTED Programs • Others A BluePrint For Your Success ...Today and Tomorrow City of Elk River Strategic Industrial Marketing Plan • Elk River...Where city and country flow together Client Requirements Client Requirements Client Drivers Client Value(Benefits) Site Needs Need to locate/relocate Ability to locate now • Space Availability immediately • Lease • Build/Own Need to reduce business costs Reduce capital requirements • Purchase Existing Desire to build own building Offers flexibility and ability to Facility Needs customize building • Bulk storage • Warehouse • Light manufacturing with office space Expansion Options Need to expand with business Expand at same site without a • Availability growth costly move • Cost of Suitable Sites Site Needs: • Size of parcel Meet current&future building Operate efficiently&cost • Configuration of land demands cost effectively and effectively • Type of facility predictability. • • Environmental factors • Price • Rail spur access Price Need additional$$to reduce Use$$for business results • Free Land upfront investment • Market rate FINANCIAL INCENTIVES ;; Tax Increment Financing(TIF) Need$$to assist with reducing Able to use$$for business /Tax Abatement project cash flow results (Pay as you go) TIF Need up front financing to reduce Reduces debt service (Upfront/Bonds) project cost TIF Land Contribution Reduce upfront costs and provide Ability to put more$$into equity business Loans Gap financing,reduced cost of Ability to acquire more funds for money project CITY SERVICES ± ,Cv r FW cox., `4 ' Low property taxes Reduce business costs Use$$for business results Special Infrastructure Needs: Special production requirements Critical inputs and quantities for Electric,Gas,Communications, or communication linkages production and running the Water&Sewer business Availability,Reliability&Cost Timely and accurate information Need to know information to Avoid wasting time and$$ make a well informed decision Ease of doing business with the Don't want to waste time or Know that business is wanted and • city energy on zoning,or other permit appreciated in the community issues A BluePrint For Your Success 1 ...Today and Tomorrow City of Elk River Strategic Industrial Marketing Plan • Elk River...Where city and country flow together Client Requirements Client Drivers Client Value(Benefits) pEOGRAPHIC fty f Proximity to St. Cloud Close proximity to second urban Reduce business costs center Access to: Easy and affordable access to Reduce business costs • Suppliers vendors,suppliers,and customers • Support services • Raw materials • Customers • Vendors (Proximity to Metro) Transportation: Need access to major Reduce staff traveling time and • Highway international airport for national transportation costs and transport • Rail and international markets product more quickly • Air • Water Industry Compatibility Desire to fit in and avoid conflict Be a good neighbor and community partner LABOR Labor Force: Number,quality, skill and wage level • Highly skilled Availability Increase Production& • Semi-skilled Profitability • • Unskilled • Clerical • Professional/Technical • Managerial ED T,C.ATION/1 OUSI T+G/BU INBS INVORK Education: Need a good education system Well educated children • K-12 available for my employees and my children. • Technical training Need to continue to train Well trained employees employees. Housing Needs: Current Stock Want to have executive and Choice at all housing levels Availability&Price Levels affordable housing options Institutional Support&Network Need for business formation, General business and R&D support and technology Support,Training$,to help my development support business be successful e A BluePrint For Your Success 2 ...Today and Tomorrow City of Elk River Strategic Industrial Marketing Plan • Elk River...Where city and country flow together Phase II — Assessment o Competitive Analysis o Vision, Statement of Purpose, Competitive Position • Location Site Process and Map • LI Client Screening Criteria 0 Duckor&Associates, Inc. A BluePrint For Your Success ...Today and Tomorrow y_, O 0 cAPi..1 O ,x O U P4 O N &D i„..4 O v) U N C4 ci) O 0 o o o ►- tO �, ' o PI* '1' � ~ ) 0cid cu ct C OD O v, E 0 az -6 W -„,- .,t, c.) E fgl E E t4-1 to _. bA .,.. a.) 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Statement of Purpose The purpose of the Industrial Marketing Plan is to establish a process that (1) Attracts growth-oriented , light industrial businesses which increases and diversifies the tax base, (2) Complements the existing industrial base, and (3) Guides prospective clients through the entire site selection and development process, which builds long-term relationships. IIIValue Proposition For small to medium-sized light industrial clients Who want to locate or expand their firms in a business- friendly community Our City (the Product) which is strategically located between the Metro area and St. Cloud offers the resources, tools and business incentives That meets the client's need to grow Unlike any other community in the Northwest Metro area Our Product (the city) builds long-term relationships to retain, expand and recruit businesses with professional and responsive City staff. • Duckor & Associates, Inc. A BluePrint For Your Success ...Today and Tomorrow • City of Elk River Strategic Industrial Marketing Plan Elk River...Where city and country flow together Location Site Process Sub-Processes and Primary Responsible Party 1. Industrial Marketing Management (Economic Development) 2. Project Account Management (Economic Development) 3. Site Visit (Economic Development) 4. Proposal Development (Economic Development/Developer) 5. Financial Package Approval (Finance Department/Economic Development Authority/ City Council) 6. Site Approval (Site Plan Review Committee/Planning Commission) 7. Building Inspection Approval (Building Department) 8. On-Going Client Relationship (Economic Development) Benefits ✓ Clear roles and responsibilities of process participants ✓ Enhanced understanding of clients needs and requirements ✓ Enhanced effectiveness and efficiency ✓ Improved results Inputs • Competitive Analysis • Industrial Marketing Plan & Advertising and Promotional Campaigns • New Prospect/Lead • Call from client, broker, or developer • Call from Department of Trade and Economic Development Department, Advantage MN, or other economic development organization • Call from advertising campaign or promotion • Existing business need or issue Duckor&Associates, Inc. 1 A BluePrint For Your Success ...Today and Tomorrow • City of Elk River Strategic Industrial Marketing Plan Elk River...Where city and country flow together Location Site Sub-Processes 1. Industrial Marketing Management • Determine sales channels • Mass sales: Web site, Direct mail, Trade Show • Individual sales: Face-to-face sales call, Strategic Alliances, Letter, Trade Show • Identify and select key networks • Manage Industrial Marketing Plan • Manage Advertising and Promotion Campaigns • Schedule monthly meetings with appropriate city departments • to discuss and manage economic development projects 2. Project Account Management • Contact made with client contact made • Determine client need (s) by completing questionnaire • Determine client's timeframe and internal decision-making process (Owner, Plant Manager, CFO, or?) • Clarify client's expectations • Qualify client (s) by completing screening criteria • If client is rejected, refer client to a city that can help them • If client is accepted, enter into the account management system • Prioritize critical issues and develop solutions • Duckor&Associates, Inc. 2 A BluePrint For Your Success ...Today and Tomorrow • City of Elk River Strategic Industrial Marketing Plan Elk River...Where city and country flow together • Develop account (project) plan with schedule and deliverables • Manage client's account by contacting all appropriate departments and support services (city departments, state and federal agencies, financial resources, legal, and administrative) • Package appropriate information via client's medium (Fax, e- mail, mail) • Package final proposal and submit to client and Economic Development Authority (EDA), if appropriate • Submit to City Council for approval, upon EDA's approval, if final proposal requires Tax Increment Financing (TIF) or Tax Rebatement Financing (TRF) • Follow up and satisfy client specifications • Measure success criteria for client satisfaction — timely, full disclosure information, responsive staff, or? 3. Site Visit • Select and schedule site visits • Prepare site visit package including maps, specific site information, etc. • Schedule key meetings for clients with city's sales team (local business executives, bankers, and other appropriate members) 1111 Duckor&Associates, Inc. 3 A BluePrint For Your Success ...Today and Tomorrow • City of Elk River Strategic Industrial Marketing Plan Elk River...Where city and country flow together 4. Proposal Development Develop proposal with following sections: • Site options and information • Facility Type: Warehouse/Distribution, Manufacturing, Research and Development • Land use regulations, zoning codes, building codes, land use plans • Infrastructure Utility Services • Access to advanced telecommunications systems with sufficient network capacity • Adequate solid and hazardous waste disposal facilities • Adequate water and sewer capacity • • Reliable, quality electric service (dual source) • Competitive, stable electric power rates • Competitive, stable gas rates • Availability of Skilled Workers • #s, skilled and semi-skilled, administrative, professional, technical and management • Business Assistance • Sources for capital investment or operating funds • Need for export/international business assistance programs • Need for technology transfer, production processes improvements and operations • Housing Information • Options, Availability • Brokers and agents' list Duckor&Associates, Inc. 4 A BluePrint For Your Success ...Today and Tomorrow • City of Elk River Strategic Industrial Marketing Plan Elk River...Where city and country flow together • Education Information • K-12 Options • Technical Training 5. Financial Package Approval • Economic Development Staff/developer completes application, develops and reviews proposal with Finance Department • Economic Development Staff submits proposal to EDA • EDA reviews client's proposal and application presented by staff • If approves, signs contracts and documents • If rejects, staff submits letter to client with explanation • EDA approves client's proposal and application that requires TIF or TRF and Economic Development Staff presents to City Council • If approves, signs contracts and documents • If disapproves, staff submits letter to client with explanation 4111 6. Site Approval • Planning Department • Review and determine what process is required for client's plans to comply with the zoning and sub-division regulations. If no special process is required, then • Conduct Site Plan Review Committee meeting (Planning, Engineering, Public Works, Police & Fire Chief, Municipal Utilities) • If yes, approve • If no, disapprove and provide client with instructions on how to meet the city requirements and regulations • If client's plans require special zoning process, assist client through process and submit plan to Planning Commission and City Council for approval. Duckor&Associates, Inc. 5 A BluePrint For Your Success ...Today and Tomorrow • City of Elk River Strategic Industrial Marketing Plan Elk River...Where city and country flow together 7. Building Inspection Approval • Building Department • Review and determine if client's construction plans meet city's construction codes • If yes, approve • If no, disapprove and provide client with instructions on how to meet the construction codes 8. On-going Client Relationship • Celebrate the new business with a press conference/ground breaking/grand opening • Conduct annual site visits to "check-in" • • Follow-up with issues and concerns Outputs • Proposal • Siting a new business • Updated client records/data base • Understanding of client specific requirements and market intelligence • Economic Development Report to EDA i Duckor&Associates, Inc. 6 A BluePrint For Your Success ...Today and Tomorrow City of Elk River Strategic Industrial Marketing Plan Elk River...Where city and country flow together • Progress to Date April 10, 2000 Completed PHASE I - Information Analysis ❑ Revised City of Elk River's SWOT Analysis ❑ Developed client requirements ❑ Completed client interviews ❑ Compared client requirements with City of Elk River Benefits & Features Completed PHASE II - Assessment ❑ Developed Competitive Analysis • ❑ Developed Vision, Statement of Purpose and Competitive Position ❑ Developed Location Site Process and Map ❑ Developed Client Screening Criteria Next Steps Complete Phase III and IV - Market Strategy Development & Plan ❑ Develop Marketing, Sales, Promotion and Advertising Strategies a Develop and present Strategic Industrial Marketing Plan in June • Duckor& Associates, Inc. A BluePrint For Your Success ...Today and Tomorrow • City of Elk River Strategic Industrial Marketing Plan Elk River...Where city and country flow together Initial Client Screening Criteria The purpose of the client screening criteria is to: • Quickly qualify clients • Offer assistance immediately • Refer clients who do not qualify 1. Determine why client is seeking a new site o Business expansion o Business relocation and rationale o Merger o Loss of current facility and rationale o Need for close proximity to: (1) new markets, (2) new source of raw materials, (3) vendors and suppliers. • 2. Identify decision maker(s) for site location and financial package approval process 3. Determine timing of decision 4. Identify type of business o Light manufacturing o Heavy manufacturing ❑ High Tech o Data Center ❑ Corporate Headquarters 5. Determine Site Needs o Pole Barn o Brick & Tip-Up Concrete o Less than 10,000 sq.ft. o 10,000 to 24,999 sq.ft. o Over 25,000 sq.ft. Duckor& Associates, Inc. A BluePrint For Your Success ...Today and Tomorrow City of Elk River . Strategic Industrial Marketing Plan Elk River...Where city and country flow together 6. Determine if business is eligible for o Micro loans o Tax increment financing o Tax rebate financing III • Duckor& Associates, Inc. A BluePrint For Your Success ...Today and Tomorrow • City of Elk River Strategic Industrial Marketing Plan Elk River...Where city and country flow together Client Requirements vs. City of Elk River's Benefits & Features Factor Major Strength Neutral Minor Strength Weakness Site Needs Well-drained,flood- free,capable of bearing heavy foundation loads Serviceable by utilities: Reliable and Price Competitively, Special Needs Accessible to transportation: Highway,Rail,Air 94 or Airport Protected by zoning laws from conflicting uses,overgrowth and possible future restrictions for expansion Large enough parcels to allow for plant,parking • and loading facilities and for future expansion Availability of workers/or current drive time for current workers • Skilled • Semi- Skilled • Technical • Professional Local government tax structure Cost of property and construction Proximity to Markets Proximity to Raw Materials& Component Supplies Need for Housing (Choices and Availability) Need for Education& Training • Duckor&Associates, Inc. A BluePrint For Your Success ...Today and Tomorrow