8.2. SR 09-18-2017 Eclty1� ,.,�� Request for Action
River
To Item Number
Mayor and City Council 8.2
Agenda Section Meeting Date Prepared by
General Business September 18, 2017 Amanda Bednar,Environmental Coordinator
Item Description Reviewed by
University of St. Thomas Branding Study on Suzanne Fischer,Director COD
Energy City Reviewed by
Cal Portner, City Administrator
Action Requested
None
Background/Discussion
The objective of the student's Applied Business Research Course was to determine a clear identity and
image for Elk River as Energy City. This designation was given to Elk River in 1997 to serve as the
geographical focal point for energy efficiency and sustainability. The project utilized qualitative and
quantitative data to investigate and recommend methods and programs promoting Elk River as Energy
00-
The final report was submitted this spring and reviewed by the Energy City Commission at their August
16, 2017 meeting. The ECC supports the findings and recommendations of the UST final report.
Financial Impact
None
Attachments
■ Energy City Final Report
The Elk River Vision
A PehoMing community 2a itb revolutionary and spirited resourcefulness, exceptional POWERED By
service, and community engagement that encourages and inspires prosperity INAWRE1
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The City of Elk River as Energy City
Re-charging Focus
Kallie Aultman Matt Crandell I Julian Ocampo I Jules Porter I Allison Thomas
Opus College of Business
University of St. Thomas, Minnesota
Spring 2017
EXECUTIVE SUMMARY
Executive Summary
This report was commissioned by the City of Elk River and the Energy City Commission to
help establish Energy City's brand identity and recommend methods to promote Energy City to
the City of Elk River residents and increase its brand awareness. Our team conducted secondary,
qualitative, and quantitative research studies to analyze Energy City's brand identity and
promotional methods to reach the City of Elk River residents. Specifically, we held in-depth
interviews with the Energy City Commission and the City of Elk River residents and created a
survey for the City of Elk River residents.
Through this research, our team found that the City of Elk River residents form a strong
community, but they are unaware of the City of Elk River's designation as Energy City. In this
sense,the City of Elk River holds a potential market for Energy City, since a majority of the City of
Elk River residents are supportive of energy efficiency and sustainability.We believe that the City
of Elk River and the Energy City Commission should take advantage of the City of Elk River's
potential market for Energy City by regaining its focus and effectively incorporating it into the
City of Elk River residents'everyday lives.
Toward this end, we recommend that the City of Elk River and the Energy City
Commission undertake the following:
1). Explore amending the Energy City Commission's ordinance and allow 2-4 seats for
public and local membership;
EXECUTIVE SUMMARY d
2). Conduct a joint"first meeting" of the year to understand and clarify the roles between
the City of Elk River and the Energy City Commission and to re-confirm Energy City's
focus and 10-year Action Plan;
3). Increase Energy City's promotional efforts in both the Elk River Star News and on
social media, and;
4). Form partnerships with the Parks and Recreation Commission and utilize co-branding
techniques with the City of Elk River's official brand, Powered by Nature.
This report encompasses the entire findings from our research studies and further
information on our recommendations, including specific tactics. It is also important to
acknowledge that this report has limitations and that these are exploratory recommendations,
since we were working with relatively small sample sizes for both our qualitative and
quantitative research.
TABLE OF CONTENTS
Contents
Executive Summary 1
Introduction 2
Project Overview 2
Secondary Research 4
Energy City's Origin and History 4
The Energy City Commission 5
10-year Action Plan 6
Energy City Initiatives 7
Energy City Stakeholders 9
The City of Elk River as a Sustainable City 10
Secondary Research Takeaways 11
Qualitative Research 12
Methodology for In-depth Interviews 12
Themes from the Energy City Commission In-depth Interviews 13
Energy City Commission:Initial Involvement 13
Energy City Commission: Brand Identity 14
Energy City Commission: Role 15
Energy City Commission:Relationship between Powered by Nature and Energy City 15
Energy City Commission:Promotion and Communication 16
Themes from the City of Elk River Residents In-depth Interviews 16
City of Elk River Residents: City Image 17
City of Elk River Residents: Energy City Brand Image 17
City of Elk River Residents: Energy Efficiency and Sustainability 18
City of Elk River Residents: Relationship Between Powered by Nature and Energy City 18
City of Elk River Residents: Promotion and Communication 19
Qualitative Research Takeaways 20
Quantitative Research 22
Methodology for Survey 22
TABLE OF CONTENTS
Themes from the Survey 23
Energy City:Awareness 23
Energy City: Importance 25
Energy City:Promotion and Communication 27
Quantitative Research Takeaways 30
Overall Takeaways 31
Recommendations 33
Recommendation One 33
Recommendation Two 33
Recommendation Three 34
Recommendation Four 35
References 36
Appendix A: Proposal 38
Appendix B: Trademark Information 50
Appendix C: 10-year Action Plan 52
Appendix D: Sustainability Organizations 54
Appendix E: Sample City Initiatives 60
Appendix F: Energy City Commission Interviews 68
Appendix G: City of Elk River Resident Interviews 88
Appendix H: Survey Questions 135
Appendix I: Survey Responses 143
INTRODUCTION
Introduction
The City of Elk River, Minnesota is home to 22,974 residents and is located in Sherburne
County about 35 miles northwest of the Minneapolis area (American Fact Finder, 2016).
Throughout the last twenty years, the City of Elk River has been designated as "Energy City,"
which is meant to show that the City of Elk River values energy efficiency and sustainability and
serves as a "geographical focal point for the demonstration of efficient and renewable energy
products,services,and technologies" (Energy City, 2016).
As a whole,the City of Elk River residents form a strong community,but they are unaware
of the City of Elk River's designation as Energy City. In this sense, the City of Elk River holds a
potential market for Energy City, since a majority of City of Elk River residents are supportive of
energy efficiency and sustainability. We believe that the City of Elk River and the Energy City
Commission should take advantage of the City of Elk River's potential market for Energy City by
regaining Energy City's focus and effectively incorporating it into the City of Elk River residents'
every day lives.
PROJECT OVERVIEW
The primary objective of this project was to help the City of Elk River and the Energy City
Commission establish Energy City's brand identity and understand its brand image. We also
sought to recommend methods to the City of Elk River and the Energy City Commission that
would help promote Energy City to the City of Elk River residents and increase its brand
awareness (See Appendix A for proposal and signed agreement).
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INTRODUCTION
To fulfill this objective, our team conducted secondary research on Energy City's origin
and history, the Energy City Commission, the 10-year Action Plan, and Energy City initiatives. We
also collected qualitative data through in-depth interviews with the Energy City Commission
members and the City of Elk River residents and quantitative research through a survey that was
sent to City of Elk River residents.
This report encompasses the information and findings from the three research phases
(secondary, qualitative, and quantitative). Additionally, it contains four exploratory
recommendations that seek to fulfill our objective by helping to establish Energy City's brand
identity and promote Energy City to the City of Elk River residents.
Our team hopes that the information, findings, and exploratory recommendations prove
useful to the City of Elk River and the Energy City Commission, as they continue to focus on
Energy City's brand.
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Secondary Research
The secondary research report contains information about the City of Elk River as Energy
City from a holistic approach, including Energy City's origin and history, the Energy City
Commission, the 10-year Action Plan, and Energy City's initiatives. We also examined the general
concepts of sustainability and sustainable cities, specifically Energy City as a sustainable city.
Through the secondary research, our team learned that the City of Elk River and the Energy City
Commission have attempted to solidify Energy City's focus through its 10-year Action Plan;
however,some of these attempts have only generated short-term successes.
ENERGY CITY'S ORIGIN AND HISTORY
Prior to the City of Elk River's designation as Energy City, the City of Elk River was
associated with the Minnesota Environmental Initiative's (MEI) "Energy Alley" program. The MEI
is a Minneapolis-based nonprofit that works with governments, businesses, and advocacy
organizations to promote environmental policies and programs,while Energy Alley promoted the
development and growth of energy-efficient and renewable energy industries. In 1997, MEI
sought to restructure Energy Alley into Energy City, in order to create a State-wide epicenter for
energy efficiency and sustainability (DeWesse, 1999). The City of Elk River applied for the
designation as Energy City and was chosen by the MEI, over 30 other communities. In 2006,
Energy City was trademarked by Minnesota and two-years later by the federal government
(Energy City, 2016). This federal trademark protects the City of Elk River's usage of Energy City.
However, if the City of Elk River failed to use the Energy City mark in interstate commerce for
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three years and showed no intent to resume use of the trademark, the trademark is considered
abandoned (NPJ Legal, 2017) (See Appendix B for further information on trademarking).
The City of Elk River was chosen to be Energy City, because it has a history of energy
efficiency and sustainability. It is also home to over 20 demonstration sites for efficient and
renewable energy products, services, and technologies, notably Great River Energy, the Elk River
Landfill, the Elk River Wind Energy Project (Vestas V47), and the Haubenchild Farms (Energy
City, 2016).
THE ENERGY CITY COMMISSION
The Energy City Commission advises the City of Elk River on Energy City's focus and on
promotional efforts to the City of Elk River residents. The Energy City Commission consists of up
to eleven members, which are appointed by the Elk River City Council. As laid out by the Energy
City Commission's ordinance (Elk River City Code, Chapter 2,Article V), members shall consist of
one representative from the following areas:
1. City of Elk River, City Council/Economic Development Authority
2. City of Elk River Municipal Utilities
3. City of Elk River Chamber of Commerce
4. City of Elk River Landfill.
Moreover,the other members must be working in "energy-related businesses" or the City
of Elk River school district. The members serve three-year terms, which begin on March 1st of
each year (Energy City, 2016).
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Although the Energy City Commission has its ordinance, the City of Elk River's Area
Chamber of Commerce Board of Directors passed a resolution that supported the Energy City
Commission as an asset to the community.According to the Elk River Star News, the Chamber of
Commerce passed this resolution in 2011, because the Energy City Commission was facing
difficulties providing a clear focus for Energy City and promoting Energy City to the City of Elk
River residents. It was also facing potential financial cuts within the City of Elk River budget
(Chamber Backs Energy City Mission, 2011).
10-YEAR ACTION PLAN
In reaction to the City of Elk River Area Chamber of Commerce's resolution,the City of Elk
River's staff and the Energy City Commission sought to rejuvenate support for Energy City and
provide a clear focus for it.As such,they developed a 10-year Action Plan that seeks to "make Elk
River the most energy responsible city in Minnesota" and outlines steps toward a "healthy,
prosperous, and sustainable city" (Energy City 2024 Action Plan, 2014). Specifically, the 10-year
Action Plan has four goals, identifiable objectives, and high priority action tasks. The 10-year
Action Plan's four goals are listed below:
1. Goal One: Promote the City of Elk River as the Energy City;
2. Goal Two: Economic Development of the Energy City;
3. Goal Three: Showcase Ideas of the Energy City; and
4. Goal Four: Public Engagement in the Energy City (Energy City 2024 Action Plan, 2014)
(See Appendix C for 10-Year Action Plan).
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The City of Elk River received positive press from the Minneapolis Star Tribune in 2015
for an article on Energy City and its 10-year Action Plan. The article references Energy City's
history and Energy City Commission members, who mentioned Energy City's change of focus
from exclusively energy initiatives to sustainability and the City of Elk River's demonstration sites
(Nelson, 2015).
ENERGY CITY INITIATIVES
The City of Elk River, as advised by the Energy City Commission, promotes Energy City
through other initiatives, including tours of the demonstration sites, rebates and grants,
SustainER, and the GreenStep Cities program (Energy City, 2016). Typically, the City of Elk River
promotes these initiatives through a quarterly newsletter and on social media, primarily the
Energy City Facebook page.
First, the City of Elk River as Energy City organizes tours for City of Elk River residents,
schools,business, and other local, national, and global city leaders. These tours consist of the City
of Elk River's 20 demonstration sites,including:
1. Great River Energy;
2. City of Elk River Landfill;
3. Wind Energy Project(Vestal V47);
4. Haubenschild Farm;
S. City of Elk River Library; and
6. "LEED Certified Schools" (Energy City, 2016).
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Second, the City of Elk River as Energy City offers its residents' rebates, grants, and loans
to help households become energy efficient and sustainable. The rebates, grants, and loans are
offered through both of the City of Elk River's energy companies and the City of Elk River
Municipal Utilities. Specifically, residents can participate in the High 5 Program, which awards
households that complete eco-friendly actions to earn points that accumulate to financial savings.
These eco-friendly actions consist of waste management; electricity conservation and lighting;
heating, ventilation, and cooling systems; water conservation; employee or household initiatives;
and purchasing (Energy City, 2016).
The rebates, grants, and loans periodically get promoted through news publications.
Specifically, in Finance and Commerce there was an article about Energy City's initiatives and the
promotion of rebates. The article emphasized that Energy City's initiatives are important for
energy efficiency, but many City of Elk River residents are unaware that they exist (Johnson,
2006). Similarly, in the Minneapolis Star Tribune there was an article about Energy City's
initiatives and the lack of awareness,impact,and adoption in the community(Levy, 2008).
Third,the City of Elk River and the Energy City Commission created SustainER,which is a
youth sustainability group that will assist the Energy City Commission with energy efficiency,
sustainability, and youth issues in the community. The group allows students between grades 5-
12 to join,and it meets monthly during the school year (Energy City, 2016).
Fourth,the City of Elk River and the Energy City Commission participate in the Minnesota
Pollution Control Agency's GreenStep Cities program. Specifically, the GreenStep Cities "is a
voluntary challenge, assistance and recognition program to help cities achieve their sustainability
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and quality-of-life goals" (MN GreenStep Cities, n.d.). Since 2010,the City of Elk River has worked
on 26 of the 29 total "best practices" and has reached Level Four out of five in the program
(Energy City, 2016). There are currently 111 Minnesota cities that are a part of this program. Of
these cities, five others have reached the same level as the City of Elk River, including Burnsville,
Eden Prairie, Hutchinson, Maplewood,and St.Anthony.
ENERGY CITY STAKEHOLDERS
To further promote Energy City, the City of Elk River and the Energy City Commission
work with many other stakeholders,including MEI,the Minnesota Renewable Energy Society, and
the Minnesota Renewable Energy Roundtable. Specifically, the Minnesota Renewable Energy
Society is an important stakeholder that promotes and advocates for renewable energy use in
Minnesota cities. The organization emphasizes solar energy and promotes any form of renewable
energy. It primarily uses education to promote renewable energy sources through classes and
workshops. There are monthly meetings for networking opportunities that typically involve a
guest speaker, who is an expert on the topics related to sustainability. Other events include
sustainable home tours, fundraisers, and the Eco Experience at the Minnesota State Fair
(Minnesota Renewable Energy Society, 2016).
The Minnesota Renewable Energy Roundtable is another important stakeholder. This
stakeholder is a network of businesses, individuals, and government representatives that are
dedicated to educating communities on renewable resources and ensuring that Minnesota is
recognized for all its work in this regard. "Participants have identified challenges and priorities
for advancing Minnesota's renewable energy industry" (AURI, 2017). The Minnesota Renewable
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Energy Roundtable hosts an event twice a year, which includes a full day of informative speakers
and panels. It is an opportunity for networking and discussing challenges within different cities.
Great River Energy hosted last year's roundtable event, which focused on the financial side of
renewable energy, such as funding. The roundtable had representatives from over 217
organizations in Minnesota and partnered with the University of Minnesota and the Minnesota
Department of Commerce (AURI, 2017) (See Appendix D for other energy and sustainability
organizations).
THE CITY OF ELK RIVER AS A SUSTAINABLE CITY
In addition to the City of Elk River as Energy City being important for Minnesota, Energy
City has a broader outlook and is considered an international sustainable city or "ecocity" (See
Appendix E for other sustainable cities). In this context, a sustainable city is a city that can feed
and power itself with resources found within the city limits or immediate surroundings. A key
factor in the production of food and resources is that the production process creates the smallest
possible ecological footprint. Specifically, every effort is made to produce the lowest amount of
pollution,convert waste-to-energy,and compost used materials (Sobrino, 2015).
In most cases, sustainable cities use comprehensive approaches and models to attempt
cultural changes in connection with levels of consumption. However, in practice, findings suggest
that these approaches are often addressed in a fragmented and incomplete fashion and do not
materialize into public policy actions (Sobrino, 2015).
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SECONDARY RESEARCH TAKEAWAYS
The secondary research phase provided our team with a deeper understanding of Energy
City and helped to position our qualitative and quantitative research. It also verified the need to
speak with Energy City Commission members about Energy City's focus and the Energy City
Commission's role and with the City of Elk River residents on their awareness of Energy City, its
meaning and importance,and local news consumption habits.
Through this secondary research, our team had two takeaways. First, we learned of
Energy City's origin and history and that the City of Elk River was chosen as Energy City amongst
30 other cities due to its numerous demonstration sites. Due to this designation, the City of Elk
River as Energy City was trademarked by both Minnesota and the federal government, but if the
City of Elk River does not consistently use its trademark,it could be considered abandoned.
Second, we learned that the Energy City Commission's role is to advise the City of Elk
River on Energy City's focus and promotional methods. The Energy City Commission is appointed
by the Elk River City Council, and its members must work in "energy-related businesses." In the
past, the City of Elk River and the Energy City Commission have faced challenges, particularly
determining Energy City's focus, creating awareness, and financially. Nonetheless, the City of Elk
River and the Energy City Commission attempted to solidify Energy City's focus through the 10-
year Action Plan and its goals and objectives, but some of these attempts have only generated
short-term successes.
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QUALITATIVE RESEARCH
Qualitative Research
The qualitative research report contains findings from five in-depth interviews with
Energy City Commission members and 17 in-depth interviews with City of Elk River residents.
We conducted qualitative research to gain a better understanding of Energy City Commission
members' thoughts on Energy City's focus, the Energy City Commission's role and organizational
structure, and promotional methods. We also spoke with the City of Elk River residents on their
awareness of Energy City, its meaning and importance, and local news consumption habits.
Through this qualitative research phase, we discovered that a majority of City of Elk River
residents are unaware of Energy City, but they are interested in energy efficiency and
sustainability. As such, the City of Elk River and the Energy City Commission need to regain
Energy City's focus.
METHODOLOGY FOR IN-DEPTH INTERVIEWS
Energy City Commission Members
The City of Elk River's staff and the Energy City Commission's chair provided our team
with the Energy City Commission member's contact information, either an email address or
telephone number. We were able to connect with five of the eleven Energy City Commission
members to conduct in-depth interviews by phone and asked approximately 12-15 questions
(See Appendix F for list of questions),where each interview lasted for 15-20 minutes.We focused
our questions on Energy City's focus, the Energy City Commission's role and organizational
structure, and promotional methods. The Energy City Commission members varied in gender,
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age, and number of years serving on the Energy City Commission (See Appendix F for interview
transcripts).
City of Elk River Residents
The City of Elk River's staff helped our team contact residents to participate in a focus
group, by way of the City of Elk River's newsletter and the Energy City and Parks and Recreation
Facebook pages. Although we did not have any residents volunteer to participate in the focus
group,we did conduct 17 "on-the-spot"in-depth interviews with City of Elk River residents at the
City of Elk River Public Library. These City of Elk River residents were offered a participation
incentive and were asked approximately 12-15 questions (See Appendix G for the list of
questions), where each interview ran for 10-20 minutes. We focused on their awareness of
Energy City, its importance, and local news consumption habits. The residents varied in gender,
age, and amount of years living within the City of Elk River area (See Appendix G for interview
transcripts).
THEMES FROM THE ENERGY CITY COMMISSION IN-DEPTH INTERVIEWS
The primary themes identified during our in-depth interviews with the Energy City
Commission members are the following: initial involvement, Energy City's brand identity, the
Energy City Commission's role,the relationship between Powered by Nature and Energy City, and
promotion and communication opportunities.
ENERGY CITY COMMISSION: INITIAL INVOLVEMENT
During the in-depth interviews, our team asked the Energy City Commission members
how they initially became involved with the Energy City Commission. We found that all of the
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Energy City Commission members (except one, who is the City of Elk River, City Counsel liaison)
work at Great River Energy, with the City of Elk River Municipal Utilities, or within the energy
industry. Although we knew from our secondary research that the Energy City Commission's
ordinance does specify that its members must be in the energy industry, our team was surprised
to hear that many of the Energy City Commission members did not volunteer in a personal
capacity and many just started their service.
ENERGY CITY COMMISSION: BRAND IDENTITY
After asking the Energy City Commission members about their involvement, our team
asked them about Energy City's personal importance to them and its focus.All of the Energy City
Commission members expressed that Energy City is important to them, but the intensity of their
enthusiasm varied between members. Specifically, one Energy City Commission member said the
following,while others were subdued:
"It's important to me,not only being in the marketplace,but personally,to feel you
are making a difference. Utilizing your experience and perspective, I think it is
important and using those talents and gifts, sharing with others, and making a
better place for people who live here and for businesses in the community."
At the same time, all of the Energy City Commission members were in agreement that
Energy City is a brand and means that the City of Elk River values energy efficiency and
sustainability. The City of Elk River as Energy City is then supposed to be a "leader in alternative
energy"and a"driver of renewable energy"within the region,nation,and around the world.
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ENERGY CITY COMMISSION: ROLE
After better understanding Energy City's focus, our team asked the Energy City
Commission members about the Energy City Commission's role and their personal roles. In
response, the Energy City Commission members offered different and wide-ranging responses
regarding the Energy City Commission's role. One Energy City Commission member admitted that
when he initially joined, he was uncertain about the Energy City Commission's role and purpose.
At the same time, our team heard from two other Energy City Commission members, who said
that its role is to "advise" or "coach" the City of Elk River's staff and City Council members on
energy efficiency and sustainability. Other members stated that it was to communicate the City of
Elk River's vision and mission of energy efficiency and sustainability, work with the 10-year
Action Plan,and educate the City of Elk River residents on energy efficiency and sustainability.
In relation, we asked the Energy City Commission members if they had specific roles on
the Energy City Commission and about their individual tasks. Although some Energy City
Commission members potentially misunderstood the question,it appears that most of the Energy
City Commission members do not have assigned roles, i.e. for marketing and promotions or
partnerships.
ENERGY CITY COMMISSION: RELATIONSHIP BETWEEN POWERED BY NATURE AND ENERGY
CITY
Our team asked the Energy City Commission members about the relationship between
the City of Elk River's official brand, Powered by Nature, and Energy City, and all of them felt that
they should work together and be complimentary. Specifically, one Energy City Commission
member said, "they both have different roots, but Energy City has been around a little longer. I
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think they should work together." Yet, another Energy City Commission member admitted that
"Powered by Nature is an expression, [while] Energy City is the plan."
Nearly all of the Energy City Commission members appeared to be in agreement that
Powered by Nature has been promoted more than Energy City, since it has been considered the
City of Elk River's official brand and is on documents, newsletters, and utility bills. In this sense,
the Energy City Commission members hope that the City of Elk River's "two brands" do not
confuse people,but they are not sure.
ENERGY CITY COMMISSION: PROMOTION AND COMMUNICATION
Our team asked the Energy City Commission members,whose job it is to promote Energy
City to the City of Elk River residents and if this has been effectively communicated. In response,
nearly all of Energy City Commission members said that it is not the role of the Energy City
Commission to promote Energy City, but rather the City of Elk River and City Council are in
charge of promotion. In this regard, the Energy City Commission should only advise and provide
recommendations to the City of Elk River, especially since the City of Elk River is in charge of
Energy City's budget.At the same time, only about half of the Energy City Commission members
thought that the City of Elk River and City Council were doing a good job of promoting Energy
City,while others felt that much more work could be done.
THEMES FROM THE CITY OF ELK RIVER RESIDENTS IN-DEPTH INTERVIEWS
The primary themes identified during our in-depth interviews with City of Elk River
residents are the following: The City of Elk River, Energy City's brand image,energy efficiency and
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sustainability, the relationship between Powered by Nature and Energy City, and promotion and
communication opportunities.
CITY OF ELK RIVER RESIDENTS: CITY IMAGE
During the in-depth interviews, our team asked the City of Elk River residents about their
city and nearly all of the residents had positive feelings. They liked that the City of Elk River has
the "small town feel'; where everything is conveniently located and contains the necessary
amenities. Specifically, one City of Elk River resident said that, "it is not as busy as some
cities...it's convenient, without being too big or too small," while another liked that it is a "small
bedroom community, close to Minneapolis." In this sense, they appreciated that the City of Elk
River has natural beauty and contains parks and recreation activities, while a few residents
mentioned the City of Elk River's uniqueness in having Great River Energy, which turns garbage
into energy, and a wind farm. Nevertheless, two residents were skeptical and felt that the City of
Elk River was expanding too quickly at the expense of quality of life.
CITY OF ELK RIVER RESIDENTS: ENERGY CITY BRAND IMAGE
Our team asked the City of Elk River residents about Energy City, and six out of the 17 (or
35 percent) of respondents said that they had "seen" or had "heard" of the designation. They said
they had heard of Energy City either through word of mouth, their kids' schools taking tours of
the demonstration sites, or on the City of Elk River's Facebook page.Yet, of these City of Elk River
residents, their responses lacked confidence, and only three people knew or connected that
Energy City was related to the City of Elk River's values for energy efficiency and sustainability
and its demonstration sites, like GRE, and the Energy Consumption Reports. Although it is
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positive that the City of Elk River residents were interested in hearing about how the City of Elk
River was chosen as Energy City, no one knew of Energy City's origin prior to the in-depth
interview.At the same time,two residents that had not heard of Energy City,claim that they"have
never read anything about it and haven't gotten any notifications.'
CITY OF ELK RIVER RESIDENTS: ENERGY EFFICIENCY AND SUSTAINABILITY
After being asked specifically about Energy City, our team asked the City of Elk River
residents if they were familiar with the concepts of energy efficiency and sustainability and how
important these concepts were to them. In response, the City of Elk River residents' knowledge
was wide-ranging and surface-level, consisting of everything from "preserving the earth and
resources"to "energy conservation"to "recycling" and "solar power." Simultaneously, nearly all of
the City of Elk River residents said that they strongly care about energy efficiency and
sustainability and claimed that the concepts are important for the future.They seemed interested
in learning more about Energy City, especially about how energy efficiency and sustainability will
affect them personally and potentially save them money. Yet, two City of Elk River residents said,
"it is important not to ruin the environment... [but it is also important] to be responsible with the
resources we have,but not at the sacrifice of jobs or people's ability to make a living."
CITY OF ELK RIVER RESIDENTS: RELATIONSHIP BETWEEN POWERED BY NATURE AND ENERGY
CITY
Given that the City of Elk River's official brand is Powered by Nature,we asked the City of
Elk River's residents if they had heard of Powered by Nature, especially in comparison to Energy
City and its recognition. In response, 10 out of 17 (or 59 percent) of respondents had heard of
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Powered by Nature and had seen the logo on documents,mailings,newsletters,flyers, utility bills,
and garbage cans. Nonetheless, of these respondents, several of them were confused by Powered
by Nature and its meaning, claiming that"everything comes from the sun." One respondent even
admitted that the City of Elk River has "so many catchphrases" that it is difficult to understand
which are the most important.
CITY OF ELK RIVER RESIDENTS: PROMOTION AND COMMUNICATION
Following the questions specifically about the City of Elk River and Energy City, our team
asked the City of Elk River residents about their local news consumption habits. In response,
about half of the City of Elk River respondents felt that the City of Elk River was doing a good job
communicating to its inhabitants. One respondent acknowledged that she thought the City of Elk
River does a good job of communicating with its residents, saying that she enjoys keeping up-to-
date with the local news and seeing what is out there [for events and activities.] Yet, another
respondent alluded that it is difficult to follow local news, given that "there are so many other
things occupying our minds."
In relation, nearly all of the City of Elk River residents said that they primarily get their
local news through "word of mouth." Additionally, almost half of our respondents said that they
receive their local news from print sources, namely the Elk River Star News and rely less on the
City of Elk River newsletters and pamphlets. At the same time, many respondents preferred
online sources and social media. They shared, however, that the City of Elk River has multiple
Facebook pages, which can get confusing. Even more specifically, one respondent said that she
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receives her local news strictly through the Parks and Recreation department and that "if a
[newsletter or pamphlet] says"Parks and Rec"on it, I'll read it!"
QUALITATIVE RESEARCH TAKEAWAYS
Throughout our team's in-depth interviews with the Energy City Commission and the City
of Elk River residents, we had several key takeaways. First, after talking with the Energy City
Commission, we discovered that nearly all of the Energy City Commission members work in the
energy industry, but some lack the personal passion or enthusiasm for Energy City. Additionally,
despite the 10-year Action Plan, we uncovered that some of the Energy City Commission
members are still uncertain about Energy City's focus, the Energy City Commission's role,
especially in relationship to the City of Elk River and the City Council, and their personal Energy
City Commission roles.
Second, after talking with the City of Elk River residents, we found that the majority of
residents enjoyed the City of Elk River and its "small town feel." However, many of the City of Elk
River residents are either not informed, feel overwhelmed by city initiatives and activities, or do
not prioritize them. This is evident considering only 35 percent of Elk River residents were
familiar with Energy City and even less knew anything about it. In relation, majority of our
respondents were interested in Energy City, especially since they value energy efficiency and
sustainability. They said they would benefit from learning more about Energy City, particularly
how it would affect them and potential benefits.
Third, about half of the City of Elk River respondents felt that the City of Elk River was
doing a good job communicating to inhabitants, and they received their local news from a variety
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of sources.Although nearly all residents received their local news by "word of mouth," their local
news consumption was also connected to their age, as generally older respondents preferred
paper sources, especially the Elk River Star News, and younger respondents preferred social
media.
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Quantitative Research
The quantitative research report consists of findings from our survey that was distributed
to City of Elk River residents. We conducted quantitative research to gain a better understanding
of the City of Elk River residents' awareness of Energy City, their view on the importance of
Energy City, and their local news media consumption habits. Its findings support our qualitative
research,whereas the City of Elk River residents are interested in Energy City,pending they know
about it, and value energy efficiency and sustainability. Similarly, the City of Elk River residents
receive their local news through a variety of sources, notably print sources, such as the Elk River
Star News,and social media.
METHODOLOGY FOR SURVEY
The survey consisted of 26 questions (See Appendix H for questions) and captured 49
responses. The City of Elk River staff distributed the survey by means of the City of Elk River
online newsletter and the Energy City and Parks and Recreation Facebook pages. Although it is
important to understand that we are working with a relatively low sample size of respondents,
the City of Elk River residents do come from diverse backgrounds, where 66 percent of
respondents were female and 34 percent were male and they had varying degrees of age,
education levels, and employment statuses. Nearly all of the respondents were ethnically
white/Caucasian, which is consistent with the City of Elk River's population, and 34 percent of
respondents have lived in the City of Elk River between 2-10 years and 41 percent of respondents
have lived there between 10-30 years. It is also important to be aware that since most of our
respondents located the survey on the Energy City Facebook page,this does indicate that many of
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our respondents already knew about Energy City, presumably care about energy efficiency and
sustainability, and are typically social media users. As such, it is likely that some of our
quantitative findings contain a bias.
THEMES FROM THE SURVEY
The primary themes identified from our survey are the following: the City of Elk River
residents' awareness of Energy City, their view on the importance of Energy City, and promotion
and communication opportunities.
ENERGY CITY: AWARENESS
Through the survey, our team asked City of Elk River residents about their awareness of
the City of Elk River's designation as Energy City and found that 88 percent of respondents were
aware of Energy City(Figure 1,quantitative finding higher than qualitative finding due to bias).
Figure 1
Energy City Awareness
100%
90'/0
80% Are you aware of the City of Elk River's designation as
7099/
60"� Energy City?
Soo/ Yes 88%
40°' No 12%
30%
z0/ Total 1 100%
Io°
or
Yes No
However, of these respondents, 60 percent were slightly or not at all familiar with Energy City's
focus on energy efficiency and renewable energy, while only 40 percent of respondents were
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familiar, somewhat familiar, or extremely familiar. In relation, approximately 83 percent of
respondents were slightly to not at all familiar with Energy City's initiatives, such as Greenstep
Cities, the demonstration sites, and various grants, loans, and school programs. In comparison to
these Energy City initiatives,respondents were the most familiar with the rebate programs.
At the same time, even though over half of the City of Elk River `s residents have not
participated in any Energy City initiatives, 56 percent of respondents said that they would be
interested, somewhat interested, or extremely interested to do so, while 33 percent had only a
slight interest and 11 percent were not interested at all (Figure 2). However, of the respondents
that expressed an interest in participating in Energy City initiatives, they said that they needed
"more information" or "knowledge" about Energy City initiatives and desired more meaningful
action that would turn into results.The respondents that expressed a slight interest or no interest
reported that they do"not have time"or were simply"just not interested"or (Appendix I).
Figure 2
Energy City Initiatives
35% How interested are you in participating in Energy City
30'' initiatives?
25% Not at all interested 11%
2 O Slightly interested 33%
15% Interested 26%
IO°� Somewhat interested 15%
5% ' Extremely interested 15%
0% Total 100%
Not at all Slightly Interested Somewhat Extremely
interested interested interested interested
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ENERGY CITY: IMPORTANCE
Our team asked the City of Elk River residents if the City of Elk River's designation as
Energy City is important to them. We found that 57 percent of the City of Elk River residents
believe that Energy City is important, somewhat important, or extremely important, while 33
percent of respondents believe that it is slightly or not at all important (Figure 3).
Correspondingly, if respondents are familiar with Energy City, 70 percent believe that it is
important. However, if they were not familiar with Energy City, 100 percent reported that it is
important(Appendix I).
Figure 3
3040 Energy City Designation
How important is the City of Elk Rivers designation as
25% Energy City to you?
Not at al I important 7%
20•�
Slightly important 26%
15%
Important 24%
Somewhat important 26%
5% , Extremely important 17%
°' Total 100%
Not at all Slightly Important Somewhat Extremely
important important important Important
Our team also asked residents if the City of Elk River's energy efficiency and use of
renewable energy is important to them. We found that 93% of respondents believe that the City
of Elk River's energy efficiency is important, somewhat important, or extremely important, and
83 percent believe that its use of renewable energy is important, somewhat important, or
extremely important(Figure 4).
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Figure 4
City of Elk River, Energy Efficiency and Renewable Energy
50%
45%
40%%
35%
30.5/0
25%
20%%
15%
10%% '
0% • •
Not at all Slightly Important Somewhat Extremely
important Important Important Important
■Energy efficiency ■Use of renewable energy
How important is the City of Elk River's
energy efficiency and use of renewable Not at all Slightly Somewhat Extremely
energy to you? important Important Important Important Important Total
Energy efficiency 2% 5% 29% 19% 45% 100%
Use of renewable energy 5% 12% 29% 19% 36% 100%
Of these respondents, 67 percent of women believe that the City of Elk River's energy efficiency is
important and somewhat important and 50 percent of males believe it is slightly important
(Appendix I). Simultaneously, there was not a relationship between age, education level, and
income and the City of Elk River's energy efficiency, as nearly all respondents believe that energy
efficiency is important(Appendix I).
In a similar manner,we asked City of Elk River residents if it was important to them if the
City of Elk River was a state, national, or international leader in energy efficiency. We found that
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86 percent of respondents said that it is important, somewhat important, or extremely important
that the City of Elk River is a state leader,while 79 percent said it is important that it is a national
leader and 74 percent said it is important that it is an international leader (Figure 5).
Figure 5
City of Elk River, Leadership
35%
30%
25%
20%
15%
10%
5°%o%
Not at all Slightly Important Somewhat Extremely
important Important Important Important
■State leader ■National Leader ■International Leader
How important is it to you that the City of
Elk River is a state, national,and Not at all Slightly Somewhat Extremely
international leader in energy efficiency? important Important Important Important Important Total
State leader 5% 10% 31% 24% 31% 100%
National Leader 12% 10% 29% 24% 26% 100%
International Leader 19% 7% 29% 29% 17% 100%
ENERGY CITY: PROMOTION AND COMMUNICATION
Our team asked the City of Elk River residents about their local news consumption habits.
We found that most respondents received their local news from social media, while newspapers,
television,and the radio were equally as popular (Figure 6).
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Figure 6
Residents' News Consumption
60% On a typical day,where do you get your news?
50°1 Newspaper 40%
4099 Television 40%
30% Radio 40%
Social Media 55%
zo9r
' Friends and Family 17%
10% Total 100%
of
Newspaper Television Radio Social Media Friendsand
Family
However, most City of Elk River residents receive information about the City of Elk River's
events, programs, and volunteering opportunities through the Elk River Star News, newsletters,
or social media.
In relation, of the City of Elk River residents that were aware of Energy City, most of them
heard about Energy City through the Elk River Star News, newsletters, social media, Energy City
initiatives,and the Energy City demonstration sites (Figure 7).
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Figure 7
Heard about Energy City
60%
50%
40'0
30.0/0
20.0
00/0
0%
`\� \-A
'�e�QO
�C. ae \,�c
C?� \�Q,
ell, �
How did you hear about Energy City?
Star Tribune 2%
Elk River Star News 21%
Social Media 16%
Energy City Website 0%
Energy City Initiatives (rebates,grants, loans,
school programs) 14%
Energy City demonstration site tours 7%
Elk River newsletters 26%
Other 49%
Total 100%
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Nevertheless, of the City of Elk River residents that believe that Energy City and energy efficiency
are important,these respondents receive their local news primarily from social media (Appendix
I).
QUANTITATIVE RESEARCH TAKEAWAYS
Through our team's survey with the City of Elk River residents, we had two key
takeaways. First, 88 percent of residents were familiar with Energy City, but few City of Elk River
residents knew that Energy City focused on energy efficiency and renewable energy. In relation,
all of our respondent's claim that energy efficiency and sustainability are important to them and
would benefit from learning about Energy City, particularly how it would affect them and save
them money.
Second, although the City of Elk River residents receive their local news from a variety of
sources,the Elk River Star News and social media are the most used and popular.
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OVERALL TAKEAWAYS
Overall Takeaways
Through our team's qualitative and quantitative research, we had several key takeaways,
and our findings from both our in-depth interviews and survey were consistent in most cases.
First, after talking with the Energy City Commission, we found that nearly all of the Energy City
Commission members work in the energy industry, but some lack the personal passion or
enthusiasm for Energy City. Additionally, despite the 10-year Action Plan, we uncovered that
some of the Energy City Commission members are still uncertain about Energy City's focus, the
Energy City Commission's role, especially in relationship to the City of Elk River and the City
Council,and their personal Energy City Commission roles.
Second, in terms of the City of Elk River residents' awareness of Energy City, we did have
mixed findings between our qualitative and quantitative research. We found that 35 percent of
our in-depth interview respondents were familiar with Energy City and 88 percent of our survey
respondents were familiar with Energy City. In this sense, we believe that our quantitative
findings are higher due to bias, and if we had distributed our survey through multiple channels,
besides the Energy City Facebook page, our cross findings would be more similar.
At the same time, nearly all of City of Elk River residents thought that energy efficiency
and sustainability are important. However, few City of Elk River residents knew anything about
Energy City, but they are interested in learning, especially about how it would affect them and
save them money.
Third, in terms of receiving local news and promoting Energy City, the City of Elk River
residents believe that the City of Elk River is doing a good job communicating to people. However,
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OVERALL TAKEAWAYS
they do receive their local news from a variety of sources,which can make promoting Energy City
challenging. Nonetheless, we found that a majority of City of Elk River residents receive their
local news from the Elk River Star News and the social media.
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RECOMMENDATIONS
Recommendations
Our team has four exploratory recommendations for the City of Elk River and the Energy
City Commission that correspond with our project's objectives; namely: helping to establish
Energy City's brand identity and promote Energy City to the City of Elk River residents,
increasing its brand awareness. However,we believe that the City of Elk River and the Energy City
Commission need to restructure the Energy City Commission and regain Energy City's focus, if
they would like Energy City to have an established brand identity and for the City of Elk River
residents to be aware of Energy City and its importance.
RECOMMENDATION ONE
First, given that Energy City Commission membership is only open to people in the
energy industry, we propose that the City of Elk River and the Energy City Commission explore
amending its ordinance and allow 2-4 seats for City of Elk River residents that have an interest
and passion for Energy City, energy efficiency, and sustainability. Although we believe that a
majority of the Energy City Commission should be energy-related experts,we support public and
local membership as a means to increase enthusiasm for Energy City and help to regain its focus.
In this sense, Energy City Commission members could even be given specific roles, such as
helping the City of Elk River staff with marketing, forming partnerships, or co-branding,
especially since this might increase their sense of personal dedication and responsibility.
RECOMMENDATION TWO
Second, we propose that the City of Elk River staff and Energy City Commission have a
joint"first meeting" of the year. This meeting would be dedicated to understanding and clarifying
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RECOMMENDATIONS
the roles between the City of Elk River and the Energy City Commission,especially for new City of
Elk River staff members and Energy City Commission members, and help to regain Energy City's
focus. This would also be an opportunity to reinforce that the City of Elk River and the City
Council are in charge of Energy City and promoting it to the City of Elk River residents, while the
Energy City Commission advises them and emphasizes the importance for energy efficiency and
sustainability. In this sense, the City of Elk River and Energy City Commission should re-confirm
the 10-year Action Plan every year. They should also solidify and review long-term and short-
term strategies and tactics to achieve its goals and objectives.
RECOMMENDATION THREE
Third, in terms of achieving the 10-year Action Plan's Goal One and promoting the City of
Elk River as Energy City, we had mixed findings between our qualitative and quantitative
research phases. We found that 35 percent of our in-depth interview respondents were familiar
with Energy City, while 88 percent of our survey respondents were familiar with Energy City
(quantitative findings higher than our qualitative findings due to bias). In this sense,our team did
find that the City of Elk River holds a potential market for Energy City, since a majority of the City
of Elk River residents are supportive of energy efficiency and sustainability and want the City of
Elk River to be a state,national, and international leader in energy efficiency and sustainability.
As such, our team proposes that the City of Elk River, as advised by the Energy City
Commission, should increase Energy City's promotional efforts through community engagement
and local organizations or clubs, such as the YMCA, and in both the Elk River Star News and on
social media. These media sources are primarily where City of Elk River residents receive their
local news. However, we would suggest that the City of Elk River formally consolidate some of
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RECOMMENDATIONS
their Facebook pages, which will cause less confusion and create more traffic on individual
Facebook pages. These promotional efforts should articulate the importance of Energy City and
its affect and benefits on the City of Elk River residents, including how Energy City initiatives
could potentially save them money. These promotional efforts should also encompass
characteristics of strong brands, such as featuring a prominent City of Elk River resident to act as
a spokesperson for Energy City, highlighting Energy City's origin and history, and creating a new
and clear logo. Furthermore, the year 2017 is an appropriate time to re-launch certain Energy
City promotional efforts,because it is the 20th anniversary.
RECOMMENDATION FOUR
Finally,in terms of further increasing the promotion of the City of Elk River as Energy City,
we propose that the City of Elk River and the Energy City Commission should better formulate
partnerships and utilize co-branding techniques. In this sense, the Energy City and Parks and
Recreation Commissions should partner on various events and initiatives when related to similar
topics. This partnership with the Parks and Recreation department, which is widely popular,
could increase Energy City's awareness, create more foot traffic at individual events, and
potentially save the City of Elk River money. At the same time, we propose that the City of Elk
River and the Energy City Commission should utilize co-branding techniques between Energy
City and Powered by Nature when the topics overlap. These co-branding techniques would
reinforce the City of Elk River's consistent message of energy efficiency and sustainability,
formulate a better relationship between Energy City and Powered by Nature, and continue to
increase Energy City's awareness, since residents would see its logo more in certain documents,
mailings,newsletters,and flyers.
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REFERENCES
References
American fact finder: community facts. (2010). United States Census Bureau. Retrieved from https
://factfinder.census.gov/faces/nav/jsf/pages/index.xhtml
AURI (2017).Minnesota Renewable Energy Roundtable. Retrieved from http_//www.auri.org/help
/innovation-networks/minnesota-renewable-energy-roundtable/
Chamber backs Energy City mission. (2011, November 4).Elk River Star News. Retrieved from
http_//erstarnews.com/2011/11/04/chamber-backs-energy-city-mission/
DeWesse,A. (1999).Landfills:Partnerships Power,LFGTE Project. Waste 360. Retrieved from http:
//www.waste360.com/mag/waste landfills partnershipspower
Energy City. (2016).Elk River Minnesota. Retrieved from http_//mn-elkriver.civicl2lus.com/index.a
spx?NID=739
Energy City 2024 Action Plan. (2014). City of Elk River. Retrieved from http_//www.elkrivermn.go
/DocumentCenter/View/1874
Energy City and Sustainability Youth Committee information meeting. (n.d.). Retrieved from http:
//erstarnews.com/event/energy-city-and-sustainability-youth-committee-information-
meeting/
Johnson,A. (2006, November). Elk River earning its 'Energy City' moniker.Finance and Commerce.
Retrieved from http_//finance-commerce.com/2006/11/elk-river-earning-its-8216energ
y-city8217-moniker/
Levy, P. (2008,April 16). Energized in Elk River.Star Tribune. Retrieved from: http_//www.startri
bune.com/energy-city-gets-energized/17665549/
Minnesota Department of Employment and Economic Development. (n.d.). Trademark
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REFERENCES El M"
Protection. Retrieved from httl2s://mn.gov/deed/business/starting-business/12rotect/tra
demark-protection jssp
Minnesota Department of Employment and Economic Development, Merchant and Gould. (2015).
A Guide to Intellectual Property Protection. 13th Edition. Retrieved from httl2s://mn.gov/d
eed/assets/guide-intellectual-12ropertyprote ction tcm1045-133705.12df
Minnesota GreenStep Cities. (n.d.) Retrieved from http://greenstel2.pca.state.mn.us/index.cfm.
Minnesota Renewable Energy Society. (2016).About us.Minnesota Renewable Energy. Retrieved
from https://www.mnrenewables.org/about-us/
National League of Cities. (2013).Sustainable Cities Institute:Leadership in Community Resilience
Program. Retrieved from httl2://www.sustainablecitiesinstitute.org/cities
Nelson,T. (2015). Buzz continues for'Energy City' (Elk River).Star Tribune. Retrieved from htt :
/www.startribune.com/buzz-continues-for-energy-city-elk-river/307633411/
NJP Legal. (2017). Dead or Abandoned Trademarks. Retrieved from http://verifytrademark.com/aband.
onedtrademarks.html
Sobrino,J. (2015). Sustainable Cities: A conceptual and operational proposal.Mexico:Soluciones
Integrales Vision Arquitectonica Sustentable S.A. de C.V
Sustainable cities. (2017).Sustainable cities projects. Retrieved from http://sustainablecities.net/
projects/
U.S. Patent and Trademark Office. (2013). U.S. Trademark Law:Federal Statutes. Retrieved from
httl2s://www.usl2to.gov/sites/default/files/trademarks/law/Trademark Statutes.pdf
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APPENDIX 1PROPOSAL
Appendix A: Proposal
Summary and Purpose
The City of Elk River
The City of Elk River has been known as "Energy City" since 1997. The Minnesota
Environmental Initiative chose Elk River from approximately 30 communities to act as the
geographical focal point for energy efficiency and sustainability. The name "Energy City" was
trademarked by the State of Minnesota in 2006 and by the federal government in 2008.
Today, Elk River's Environmental Department and its Energy City Commission are
charged with promoting Elk River as the Energy City. The Commission developed a 10-Year
Action Plan (2014-2024) that sets out to make Elk River the most energy responsible city in
Minnesota through the realization of four goals:
1. Promote Elk River as the Energy City,
2. Economic Development of the Energy City,
3. Showcase Ideas of the Energy City,and
4. Public Engagement in the Energy City.
Project Purpose
As students in the Applied Business Research course at the University of St. Thomas, our
team looks to establish a clear brand identity and brand image for Elk River as Energy City. We
will also investigate and recommend methods and programs to promote awareness of Elk River
as Energy City.
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APPENDIX 1PROPOSAL
Objective One: Promotion
Our first objective is to recommend methods to establish a clear brand identity and brand
image for Energy City.
Management Decision
To achieve success with this objective, management must decide to invest time and
resources into clarifying Energy City's brand identity and brand image.
Research Questions
Energy City Commission
• How do you currently see Energy City?
• How do you want Energy City to be perceived?
• What are the long-term objectives of Energy City?
• What are the short-term objectives of Energy City?
Elk River Mayor
• How do you currently see Energy City?
• How do you want Energy City to be perceived?
• What are the long-term objectives of Energy City?
• What are the short-term objectives of Energy City?
Information Needed
Our team needs the following information to begin work on this objective:
• Contact information for the Energy City Commission members (11 total members) - for
potential surveys,focus groups,and in-depth interviews
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APPENDIX 1PROPOSAL
• Contact information for Elk River businesses and residents - for potential surveys, focus
groups,and in-depth interviews
• Contact information for other Elk River initiatives - i.e. Park and Recreation Commission,
for potential surveys,focus groups,and in-depth interviews
• Energy City historical information - how and why did Elk River become known as the
Energy City?
• Feedback from our potential surveys,focus groups, and in-depth interviews
Objective Two: Promotion
Our second objective is to recommend methods to promote Energy City and increase its
brand awareness. This includes communicating to and educating Elk River residents and Energy
City stakeholders.
Management Decision
To succeed with this objective, management must communicate Elk River as the Energy
City in a clear and unified message,especially to local businesses and residents.
Research Questions
Energy City Commission
• How are you currently promoting Energy City?
• What have you done in the past to promote Energy City?
• What promotional efforts have been successful?
• What promotional efforts have failed?
• What are your current challenges?
• What is Energy City's current budget?
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APPENDIX 1PROPOSAL
Elk River Mayor
• How are you currently promoting Energy City?
• What have you done in the past to promote Energy City?
• Were those past promotions successful?
• What are your current challenges?
• Are you open to increasing Energy City's current budget?
Businesses
• Have you heard of Energy City?
• If so,how did you hear about Energy City?
• Can you define what Energy City means?
• Can you identify any current and past Energy City initiatives?
• Did Elk River's designation as the Energy City affect your decision to start or locate your
company in Elk River?
Residents
• Have you heard of Energy City?
• If so,how did you hear about Energy City?
• Can you define what Energy City means?
• Can you identify any current and past Energy City initiatives?
• Did Elk River's designation as Energy City affect your decision to live in Elk River?
• Do you volunteer with any Elk River initiatives?
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• Would you be willing to volunteer with Energy City initiatives?
• What types of initiatives do you think would successfully promote Energy City?
Information Needed
Our team needs the following information to begin work on this objective:
• Contact information for the Energy City Commission members for potential surveys,focus
groups,and in-depth interviews
• Contact information for Elk River businesses and residents for potential surveys, focus
groups,and in-depth interviews
• Contact information for other Elk River initiatives, i.e. Park and Recreation Commission,
for potential surveys,focus groups,and in-depth interviews
• Information on previous promotional efforts,including successes,failures,and challenges
• Feedback from our potential surveys,focus groups, and in-depth interviews
Key project information
Target Population
First, our team seeks to recommend methods which promote Elk River as Energy City to
the local community. As of the 2010 census, this population consisted of 22,974 residents living
in 8,080 households. . Second, we will recommend methods to promote Elk River as Energy City
across the state,the country, and internationally,to encourage businesses to come to the city.
Secondary Research (examples)
• Elk River and Energy City websites (Action Plans, touring information, and history of
"Energy Alley")
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• Energy City Social Media accounts
• Energy City newspaper articles and press releases
• Minnesota Environmental Initiative and Minnesota Renewable Energy Association
Qualitative Research
Focus Groups
Our team is looking to conduct two focus groups with Elk River residents (individuals at
least 18 years and older, consisting of all demographics and income levels). Each focus group
would have approximately 8-12 participants. The purpose of each focus group and interview is
to gain a deeper and detailed understanding of the participants'perceptions of Energy City.
In-Depth Interviews
Additionally, we would like to conduct in-depth interviews with local businesses, the
Energy City Commission members and,if possible,with the Elk River Mayor.
Quantitative Research
Our team is looking to conduct an online survey with Elk River residents over the age of
18, which will yield both quantitative and qualitative data. The online survey will be created
using Qualtrics Software. We will rely upon the City of Elk River Environmental Department or
the Energy City Commission to assist with survey distribution. The survey will be distributed
through email, social media, city newsletters, and other social venues. Our goal is to reach
approximately 1,200 residents with the aim of acquiring at least 250 responses. The purpose of
the survey is to gain a general understanding of the participants'perceptions of Energy City.
Budget
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Our team expects the largest portion of our budget will be devoted to the focus group
portion of our research studies. We anticipate conducting two focus groups. Lunch or dinner
will be provided to both groups as a participation incentive. We also estimate personal
transportation,parking,and printing costs.
Budget Expectations
Focus Group Incentives $200
In-depth Interview Incentives $125
Transportation and Parking $350
Printing and Delivery of Data $100
Total $775
Deliverables
• One printed and bound report
• One color presentation deck
• Two black and white copies of the report and Power Point Presentation
• Data disc/drive with electronic versions of the preceding plus the final data
• Recordings of the in-depth interviews and focus group
• Transcripts of the in-depth interview and focus group (if transcribed)
Key Dates
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APPENDIX 1PROPOSAL
Date Day of Week Time What is Due
Signed proposal due back
*February 13, 2017 Friday 12 noon
to MBA team
Qualitative guide draft due
February 27, 2017 Monday Spm
to Elk River
March 31, 2017 Friday Spm Survey drafts due to
Elk River
Final Presentations at
*May 2, 2017 Tuesday Business Hours
St.Thomas
Page 45 0;� UNIVERSITY f ST.THOMAS
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APPENDIX 1PROPOSAL
Team Information
Please contact us for more information.
t
MAIN CONTACT MBA
CANDIDATE
MBA CANDIDATE
Tel 320.260.2353
Cran7238@stthomas.edu Ault2145@stthomas.edu
MBA Candidate:Specializing in Finance MBA Candidate:Specializing in Marketing and
Undergraduate:Michigan State University, Non-profit management
Finance Undergraduate:University of St.Thomas,
Political Science and International Studies
Matt has held various roles at Fiat Chrysler
Automobiles. He has also worked as a financial Prior to pursuing her MBA degree, Kallie
analyst in the World Class Manufacturing worked for three years at the Permanent
methodology (similar to Lean Manufacturing). Observer Mission of the Holy See to the United
From there, he worked in the budget Nations. There, she worked on topics involving
department at the plant performing the budget, women,children,and migrants and refugees.
forecast, product costing and fixed assets
management. Matt has additional experience
with the Treasury department working as a
Working Capital and Balance Sheet Specialist.
There, he performed the forecast, budget and
actual month reporting of the balance sheet and
cash flow statement for the Chrysler side of FCA.
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APPENDIX 1PROPOSAL
Y
7 - 0
Pr
JULIAN
.O JULES PORTER
IVIBA CANDIDATE JURIS DOCTOR AND IVIBA CANDIDATE
Ocam0437@stthomas.edu Port0068@stthomas.edu
MBA Candidate:Specializing in Operations Juris Doctor and MBA Candidate:Specializing in
Management and Supply Chain. Intellectual Property Law and Digital Marketing
Undergraduate:University of St.Thomas, Undergraduate:Aeronautics with a minor in
Leadership and Management and minor in intelligence and security,Theology with a
Economics concentration in Angelology.
Prior to pursuing his MBA degree,Julian worked Jules Porter is a dual degree student and a U.S.
for about three years at my family's restaurant Marine Corps Veteran. She has previously
called Los Ocampo Mexican Restaurant and worked in engineering, diplomatic security, and
Taqueria Los Ocampo. He wore many hats as a most recently as a corporate security manager.
part of a family business such as accounting, Jules is also very active in the Minneapolis and
marketing, management, customer service and Eagan communities, conducting legal research
quality control as well as various others. Julian for community organizations, serving on
also has experience in strategic growth and numerous Boards,and teaching a variety of legal
communication. topics to high school students with the
Minnesota Justice Foundation.
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1
A
PROF.ALLISON THOMAS
MBA CANDIDATE SUPERVISING PROFESSOR
Tel 651.962.4287
Thom2239@stthomas.edu Amalshe@stthomas.edu
MBA Candidate:Specializing in finance University of St.Thomas
Undergraduate: College of St.Scholastics, Opus College of Business
Psychology with a minor in Gerontology 1000 LaSalle Avenue
TMH 443
Allison has over nine years of experience in the Minneapolis,Minnesota 55403
field of social services. She primarily worked for For Dr.Malshe's profile,please visit:
Ally People Solutions, as a Program http://www.stthomas.edu/business/faculty/dir
Coordinator/ Manager. Ally is a vocational ectory/Malshe_Avinash.html
program for adults with physical and intellectual
disabilities, as well as various mental health
diagnoses. Allison's roles included providing
direct care, ensuring documentation met
licensing standards, and marketing our
organization to potential business partners.
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APPENDIX 1PROPOSAL
Signature Page
By signing below,you signify your acceptance of this project proposal.
CLIENT SIGNATURE
_=1--- February 13. 2017__
Tom Sagstetter Date
TEAM SIGNATURES
Zl-� ?!'1'- _ February 13, 2017
Kallie Aultman Date
C4� February 132017
Matthew Crandeil Date
February 13. 2017
'Julian Ocampo Date
i
_February 13.2017
Jules Porter Date
February 13,2017
Allison Thomas Date
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APPENDIX TRADEMARK , 1 ,
Appendix B: Trademark Information
Trademark Protection
Trademarks can be registered on both the federal and state level. While a trademark can
be reserved prior to actual use, the trademark is not protected until it is put to commercial use
(Minnesota, Merchant and Gould, 2015). The Minnesota Department of Employment and
Economic Development cautions that while protection of the trademark should not be ignored,
federal trademark protection offers the most practical and comprehensive protection (Minnesota
Development, 2017). Therefore,this section will focus on federal trademark protection.
Trademark Duration
Federal trademark protection stems from the Lanham Act which Congress enacted using
its powers under the Commerce Clause of the United States Constitution (US Patent and
Trademark Office, 2013). While patents and copyrights expire after a set duration of time,
trademarks can endure indefinitely, if the proper paperwork is submitted to the US Patent and
Trademark Office and the trademark is used in interstate commerce (Minnesota, Merchant and
Gould, 2015; US Patent and Trademark Office, 2013). Registered marks are identified with the
symbol®,while unregistered marks are identified with the letters TM.
Trademark Abandonment
While there are many nuances to federal trademark law,most important in this case is the
issue of abandoning a trademark. If an owner of a federally protected trademark fails to use it in
interstate commerce for three years and shows no intent to resume use of the trademark, the
trademark is considered abandoned (NJP Legal, 2017). Abandoned trademarks enter the public
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APPENDIX TRADEMARK , 1 ,
domain and can be appropriated by another party. Federal judges have held once abandoned,
the new user of the trademark becomes the senior user of the trademark and would
likely prevail in a dispute against the previous owner under the "priority of use" test of
ownership. Sengoku Works a RMC Intl, 96 F.3d 1217, 1219 (9th Cir. 1996). Additionally,
"an intent to resume use of the mark formulated after more than three years of non-use
cannot be invoked to dislodge the rights of another party who has commenced use of a
mark—thereby acquiring priority rights in that mark—after three years of non-use."
(Imperial Tobacco Ltd., Assignee of Imperial Grp. PLC a Philip Morris, Inc., 899 F.2d 1575,
1581 (Fed. Cir. 1990) and See Indianapolis Colts, Inc. v. Metro. Baltimore Football Club Ltd.
P'ship, 34 F.3d 410, 412 (7th Cir. 1994)) (NJP Legal, 2017).
Federal trademarks are also considered abandoned if the proper forms and affidavits are
not submitted to the US Patent and Trademark Office at the required times (US Patent and
Trademark Office, 2013). According to 15 U.S.C.§ 1058,these required times are as follows:
1. "Within the 1-year period immediately preceding the expiration of the first 6 years the
date of registration under this Act or the date of the publication under section 12(c).
2. "Within the 1-year period immediately preceding the expiration of 10 years following the
date of registration,and each successive 10-year period following the date of registration.
3. The owner may file the affidavit required under this section within the 6-month grace
period immediately following the expiration of the periods established in paragraphs (1)
and (2),together with the fee described in subsection (b) and the additional grace period
surcharge prescribed by the Director" (US Patent and Trademark Office, 2013).
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APPENDIX 10-YEAR 1 , 1
Appendix C: 10-year Action Plan
Energy City 10-Year Action Plan.
Goal One
GOAL 1:Promote the City of Elk River as the"Energy City"-The city of Elk River was established as the"Energy City in 1996 and received a federal
trademark in 2008. This designation reinforces it's standing within the state and region as a hub of energy technology,renewable energy manufacturing,
renewable energy demonstrations,recycling,use of green products,and education.
Objective High Priority Action Tasks
Promote Elk River as center for"Green"and
r12
Expand the'Energy City'campaign by promoting 2 expos,lectures,conferencrs,and/or events yearly
"Lean"manufacturinx
Identify and promote 4 sources of energy and water efficient and cost-effective building materials annually(as long
as they do not have negative impacts on the longevity of a building)to alleviate environmental impacts on new
Develop and maintain Citys reputation as construction or remodeling projects
supportive of Sustainable('Green')Building Participate in 2"green"city competition by 2024(land lab,Green Step Cities,living Cities,Cities of the Future,etc.)
practices
Encourage businesses to reduce their solid waste impact by 5%per incident when remodeling,building,or
A4 deconstructing structures by donating,recycling,or reusing materials.Require all businesses to record and report
all solid waste abated during remodeling,buildin&or deconstructing by 2024
Work diligently with new development areas to maximize the preservation of prime vegetative communities
AS Invest in the community in a way that is (woodland stands,prairie areas,vistas,etc)through sustainable expansion of the community through educational
sustainable for the community,which is programs and Incentives annually
A6 focused on providing services at the lowest Work with area agencies,residents,businesses,and community organizations to plant SW trees and 100 acres of
that characterized the City of Elk River native vegetation throughout the city by 2024
"Powered by Nature"theme Educate the public through 2 public meetings annually on land development and redevelopment through promotion
,cosland
of sustainable land use.(Areas of special concern are wetland protection,storm water management,low impact
landscapinit.etc
AS Complete a bike trail between Downtown Elk River and the Elk river Northstar Station by 2024
A9 Contract with a bike share business to provide bikes at the Elk River Station and downtown for commuters and
Support public transportation and active tourists coming into Elk River by 2024
A:0 transportation planning Promote walking and biking in the City of Elk River by conducting a study on sidewalks and traits(mileage,links,
safety,etc.)by 2018
Al l Implement 50%of the recommendations from the sidewalk/trail study by 2024,including connections through
1private areas
Goal Two
GOAL 2 Economic Development of the"Energy City"-As a leader in the state for energy efficient products and services,the city should continue to
develop incentives,train.ng,anc resources for the expansion of the economic base.
Objective High Priority Action Tasks
Bl Increase the number of-Green Collas iota Develop and expand a microloan program to encourage 50 new green collar jobs by 2024
B2 Increase the number of companies that are Increase by 5 the number of companies that are actively manufacturing products or components of products that
actively engaged in reducing their are directly or indirectly used in renewable energy or energy efficiency 2024
63 environmental impacts Provide training to 10 business(owners and employees)annually on reducing environmental impacts
B4 Provide expertise of governmental policies, Create and maintain a list of local,state,federal,and/or nongovernmental grants and incentives available for
procedures,and codes that reduce barriers and "green'buildirg practices by 2015 updated annual)
BS provide incentives to participating residents, Review all local policies,procedures,and codes to reduce barriers for"green"building practices biennially
businesses,and community organization to
B6 Incentivize-green"building Independently review the Energy City website to be a more user friendly and interactive tool for users periodically
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APPENDIX 10-YEAR 1 , PLAN A
Goal Three
GOAL 3 Showcase Ideas of the"Energy City"-The City historically has been home to green and renewable energy products and services. Water,wind,
sunlight,gas,geothermal,and solid waste have powered the community for ages. "Green"homes,businesses,and products are respected worldwide.
The"Energy City"will aid,create,promote,endorse,sponsor,and facilitate the next generation of ideas.
Objective High Priority Action Tasks
Cl. identify 60 new partidpants(businesses,builders,and homeowners)in the'High S'program by 2024.Identify 30
new participants,by 2016,identify 10 more by 2018,etc
C2 Obtain a rating of"double high S'(25 points)or higher by 25%of participants by 2024
C3 City Hall(and other city owned buildirgsl will participate in the"High S'program and work to achieve the highest
rating by 2024
C4 Promote and utilize sustainable Green building Obtain 4 new participants each year in the"Pro)ect Conserve'home and business energy and thermal auditing
techniques,nuteria ls,and practices program by 2024
CS Provide 10 tours to school groups,residents,businesses,investors,and/or fellow katal,state,federal,and
international governmental and non-governmental employees annually
Adopt"Green'standards/guidelines for all large purchases((ex:electronic(printers,printing supplies),wood
C6 products,food,cleaning products,paints/coatings/adhesives,carpets,furniture,paper products))by the City by
2024
C7 Achieve the next Step in the GreeniStep Cities Program by 2024
C8 Explore neighborhood energy systems(PV Systems,Water Collection Systems)and make a plan for improvement,
Identify and promote renewable energy by 2024
C9 resources Explore District Heating Systems and make a plan for developments by 2024
CSO Achieve 15%above State/Federal mandates of renewable energy city-wide by 2024
Goal Four
GOAL 4:Public Engagement in the"Energy Cit1/r-Good ideas are nothing if they are not pushed to the users and decision makers. The"Energy City"will
develop and manage educational programs to promote the City's goals and work toward the continuing education of the public with respect to energy
technology,energy manufacturing,energy demonstrations,recycling,use of green products and education.
Objective High Priority Action Tasks
D1 100%of new residents and businesses will receive educational materials about repomg and organio recyd.rg
within the City of Elk River
D2 Increase residential curbside recycling to 9S%of households and residential curb-side organics to 25%by 2018
Develop education and enforcement programs
D3 to keep recyclables out of the waste stream Develop enforcement policies for recycling and organics by residents and businesses by 2024
04 Add SS new solar trash and recycling compactors to City owned property by 2024
DS Provide solid waste,recycling,and organics recycling recrptades for community events.2S%of community event
will provide the receptacles by 2016 SM by 2018,etc-
Promote
tcPromote implementation of water conservation practices(rain gardens,bioswales,green roofs,porous pavement,
D6 Develop and implement enhanced water green-ays,wetlands,and stormwatir tree trenches,low maintenance native landscaping,grey water systems,eLG)
education,incentive,and conservation by educating residents,businesses,and City of Elk River employees by 2024
programs Sy 2018,develop one public demonstration site for porous pavement and provide education for area businesses
D7 and homeowners to do the same
D8 Apply for on average 1.5 grent(s)a year for use of"Energy City"funding of energy technology,energy
manufacturing,energy demonstrations,recycling,use of green products,and/or education
Solicit gifts and contritwtions Advertise and support the adoption program(adopt a park,stormpond,wetland,greenspace,etc)and have 6
adoptions by 2018
010 Enrol in the"Resilient Communities Partnership'with the UMN by 2024
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APPENDIX D: SUSTAINABILITY ORGANIZATIONS
Appendix D: Sustainability Organizations
This appendix contains a brief overview of other global and national organizations that
support energy efficiency and promote sustainability.
Centro Mario Molina
"The Mario Molina Center for Strategic Studies on Energy and the Environment is an
independent non-profit association, created in 2004 with the objective of giving continuity and
consolidating in Mexico the activities that Professor Mario Molina has carried out throughout his
life. Its main purpose is to find practical, realistic and in-depth solutions to challenges related to
environmental protection, the use of energy and the prevention of climate change, fostering
sustainable development.
"The Center strives to generate consensus amongst all segments of society, thus enabling
the implementation of both technically and economically feasible measures that contribute to
social well-being. This implies actions which transcend knowledge-making and involves engaging
decision makers to ensure that the Center's proposals and research turn into real-life solutions."
(Sustainable, 2017).
Fundacion Corona
"Over its fifty years of operation in Colombia, Corona Foundation has always focused on
strengthening capacities to drive social development,quality of life,and equity.
"With the conviction that values, ethics, and commitment should be the foundation's
modus operandi, the Echavarria Olozaga family determined that its main objective would be to
integrate itself with the community. The foundation would come to distinguish itself for four
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APPENDIX D: SUSTAINABILITY ORGANIZATIONS
things: leadership, differentiation, clarity in its value proposition, and a defined field of action."
(Sustainable, 2017).
National League of Sustainable Cities Institute
"The National League of Cities' Sustainable Cities Institute provides cities and
sustainability professionals with timely,vetted,and practical resources to identify and implement
solutions to advance their goals and strengthen their communities. Whether your city is just
getting started or has an experienced history and commitment to sustainability, the robust
collections of city profiles, case studies, model policies, and communication tools found here will
provide elected leaders, staff, and engaged stakeholders with a set of resources to guide and
catalyze action across a range of topics such as: transit-oriented development, green
infrastructure, urban agriculture, recycling, complete streets, and energy conservation and
efficiency." (National, 2013).
"The Sustainable Cities Institute is proud to launch a new program on Leadership in
Community Resilience. NLC members are expressing a growing interest in issues related to
community resilience and sustainability. The private sector and all levels of government are
embracing resilience as a holistic, proactive framework to reduce risk, improve services, adapt to
changing conditions,and empower citizens.
"With generous support from the Wells Fargo Foundation, the Leadership in Community
Resilience program is bringing together 10 cities to help local officials, city staff, and community
partners share their experiences and advance local resilience efforts. Each city will receive a
$10,000 grant and at least 12 months of technical assistance, staff support, and professional
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APPENDIX D: SUSTAINABILITY ORGANIZATIONS
development opportunities for community leaders. The goal of this pilot initiative is to generate
new insights related to the challenges and opportunities associated with local resilience
initiatives. In the coming years, the lessons learned through this process will be used to help
hundreds of NLC member cities achieve greater resiliency for their citizens and prepare the
nation for the effects of climate change and other hazards." (National, 2013).
Member Cities:
1. Annapolis, Maryland - The NLC Leadership in Community Resilience program is helping
to keep history above water in Annapolis, Maryland .
2. Des Moines, Iowa - The NLC Leadership in Community Resilience program is helping to
Des Moines, Iowa increase their STAR rating.
3. Portland, Maine - The NLC Leadership in Community Resilience program is connecting
Portland with its communities through a `Climate Mitigation Workshop and Design
Competition'
4. Providence, Rhode Island - The NLC Leadership in Community Resilience program is
connecting Portland to its communities through a 'Equity and Engagement Workshop.
5. Riverside, California
6. Saint Paul, Minnesota- The NLC Leadership in Community Resilience program is helping
Saint Paul connect with communities through a 'Climate Adaptation Workshop' and
providing technical assistance on GHG inventory.
7. San Antonio, Texas - The NLC Leadership in Community Resilience program is helping
San Antonio better connect with communities by integrating participatory engagement
and implementation strategies into the SA Tomorrow Plan.
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APPENDIX D: SUSTAINABILITY ORGANIZATIONS
8. South Bend, Indiana
9. Tempe, Arizona - The NLC Leadership in Community Resilience program will lead the
City of Tempe in an internal executive-level Resiliency Workshop.
10. West Palm Beach, Florida - The NLC Leadership in Community Resilience program is
helping convene a Leadership Workshop in West Palm Beach, Florida.
NaturaL Resources Canada
"Natural Resources Canada (NRCan) seeks to enhance the responsible development and
use of Canada's natural resources and the competitiveness of Canada's natural resources
products. We are an established leader in science and technology in the fields of energy, forests,
and minerals and metals and use our expertise in earth sciences to build and maintain an up-to-
date knowledge base of our landmass. NRCan develops policies and programs that enhance the
contribution of the natural resources sector to the economy and improve the quality of life for all
Canadians." (Sustainable, 2017).
Simon Fraser University- Center for Sustainable Community Development
"The Centre for Sustainable Community Development (CSCD) is a teaching and research
unit of Simon Fraser University, established in 1989. The Centre uses the resources and talents of
the University to teach and encourage sustainable community development(SCD).
SCD is based on a consideration of the relationship between economic factors and other
community elements such as housing, education, the natural environment, health, accessibility
and the arts. SCD has emerged as a compelling alternative to conventional approaches to
development: a participatory, holistic and inclusive process that leads to positive, concrete
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APPENDIX D: SUSTAINABILITY ORGANIZATIONS
changes in communities by creating employment, reducing poverty, restoring the health of the
natural environment,stabilizing local economies,and increasing community control."
Sustainable Cities International
"Sustainable Cities International was created to build more sustainable communities
through partnerships... We work with cities, towns and regions in developed and developing
countries on projects that are designed to connect and mobilize people around technological and
social innovations for urban sustainability. What we do includes peer-learning, youth-led
development, urban greening, local economic development, energy efficiency, waste
management, women's empowerment and sustainability literacy and education. How we do it is
through participatory planning processes and capacity building." (Sustainable, 2017).
Projects Include:
1. International Youth Internship Program (IYIP)
2. Sci Energy Lab
3. Metropolitan Governance in Mexico (Mexico)
4. Research for UNEP's Global Initiative for Resource Efficient Cities (UN)
S. A Community Park Designed By and For the People (Colima, Mexico)
6. Goree Island Composting Project(Dakar, Senegal)
7. Cities Planning for Long-Term Sustainability(Vancouver, Canada)
8. Los Cabos Infrastructure Cost Study(Los Cabos, Mexico)
9. Dakar Municipal Nursery and Vegetable Gardens Project(Dakar, Senegal)
10. Dar es Salaam Community-Based Waste Management(Dar es Salaam, Tanzania)
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APPENDIX D: SUSTAINABILITY ORGANIZATIONS
11. Durban Informal Recyclers Project(Durban, South Africa)
12. Phuket Waste Management(Phuket,Thailand)
13. Centering Woman in Reconstructing and Governance (Moratuwa, Sri Lanka)
14. Enhancing Sustainable Milk Production (Havana, Cuba)
15. Urban Greening (Sri Lanka and Bangkok,Thailand)
16. South East Asian Solid Waste Improvement Project, Sealswip (Thailand, Indonesia,
Philippines)
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APPENDIX SAMPLE INITIATIVES
Appendix E: Sample City Initiatives
This appendix contains a brief overview of city initiatives that are noted as model or progressive.
City of Edmonton
"The city of Edmonton aims to become a carbon-neutral city by the year 2050. The city
has developed an overarching environmental strategic plan that puts energy and greenhouse gas
reduction in the focus of the city's measures to reach this goal. Specific measures include the
support of mass micro-generation initiatives that aim at increasing renewable energy use -
primarily solar systems across Edmonton. First models will be tested at the Blatchford
redevelopment, a 30,000 resident community in the city center. Edmonton additionally
introduced a green building plan that includes energy labeling and retrofitting measures.
Edmonton is developing a large-scale waste-to-biofuel facility that will convert 100,000 tonnes of
municipal solid waste into 36 million litres of biofuels annually and help reduce Alberta's CO2
footprint by six million tonnes over the next 25 years." (Sustainable, 2017).
City of Durban
"The City of Durban is putting a strong emphasis on collaboration with industrial
partners to foster the establishment of sustainable energy infrastructure in the city. The
KwaZulu-Natal Sustainable Energy Forum (KSEF),funded by the eThekwini Energy Office and the
United Nations Industrial Development Organisation (UNIDO) serves as a formal structure that
supports sustainable energy projects in the region. Further, the city emphasizes on the
implementation of solar energy solutions in residential areas, mostly for solar water heating."
(Sustainable, 2017).
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APPENDIX SAMPLE INITIATIVES
City of Los Cabos
"The City of Los Cabos has recently released their new urban development strategy. It
introduces key objectives and strategic approaches that include the promotion and utilization of
renewable and alternative energy sources for new infrastructural developments, public and
private buildings, and touristic resorts. Also, sustainable technology use for the exploitation of
natural resources is actively promoted and strategically implemented in the urban development
strategy. Los Cabos is working in close collaboration with the Monterrey Institute of Technology
on the development and implementation feasibility of a large scale wind park." (Sustainable,
2017).
City of Vancouver
"The City of Vancouver is aiming to become the Greenest City in the world by 2020, and
has introduced an overarching action plan that tackles the areas of carbon reduction, waste
management and ecosystem management. Moreover, the city has approved a strategy to
accelerate the development and expansion of renewable energy-based district scale heating
systems. Vancouver uses building codes and land-use rezoning tools to improve the energy
performance of new buildings. The city is engaging experts from across North America as well as
local utility partners to develop a robust strategy for city action in this area to explore data,
building code, partnership, and financing approaches that may be required for success."
(Sustainable, 2017).
City of Zagreb
"The City of Zagreb is actively following EU goals for energy efficiency and renewable
energy implementation. This includes 20% gross immediate energy consumption from
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renewable energy sources, 20% reduction of total energy consumption, 20% reduction of
greenhouse gas emissions and 10% share of renewable sources used in all forms of transport.
Moreover, Zagreb puts a strong emphasis on including citizens in the discourse about renewable
energy and energy efficiency measures. Annually, the city organizes the Zagreb Energy Week to
foster public knowledge, exchange and perception on renewable energy and energy efficiency
measures." (Sustainable, 2017).
Annapolis, Maryland
"The Leadership in Community Resilience program will provide support for Annapolis to
finalize its Cultural Resources Hazard Mitigation Plan and evaluate it against a pending
downtown economic analysis. Many coastal cities are grappling with the preservation of historic
waterfront property and cultural landmarks against the threats posed by climate change and sea-
level rise.
"The Annapolis plan is a first-of-its kind effort to create a mitigation strategy for these
resources utilizing an intensive public participation process. The NLC assistance will be used to
support and build upon the public process, while helping to ensure that the plan meets various
FEMA criteria. Additionally, the project will support Annapolis as it hosts the second "Keeping
History Above Water" conference, planned for November 2017, which will mark the completion
of the mitigation plan and involve participation from cities up and down the Atlantic coast."
(National, 2013).
Des Moines, Iowa
"Public support for government led environmental programs is very high, but has not
been actively engaged. The City of Des Moines is focused on building trust and strengthening
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relationships with communities in low-income and underrepresented areas that are most
susceptible to incurring impacts from climate change. The city has also joined the Compact of
Mayors, committing to benchmarking and reducing local greenhouse gas emissions.
"The Leadership in Community Resilience project will support an event in early Spring
2017 that better engages Des Moines citizens as the city pursues recertification in the STAR
community rating system. Both the recertification as well as the event will pay particular
attention to the "Climate and Energy" and "Equity Engagement" topic areas within the STAR
rating, and an inclusive project will be designed to engage low-income and underrepresented
communities. The project will leverage ideas, educational resources and relationships to broaden
communication on community resilience and bring the city into stages of action and
implementation." (National, 2013).
Portland, Maine
"Portland is highly vulnerable to climate change hazards and has done considerable work
to assess its risk of coastal flooding from sea level rise as well as flash flooding from increased
rainfall intensity.The current update to the Comprehensive Plan,as well as a local Bayside Adapts
Neighborhood Plan, plan for provides an additional opportunity to integrate climate adaptation
and sustainability goals into broader planning documents and to engage a larger, more diverse
portion of the population.
"The Leadership in Community Resilience project, in coordination with the
Environmental Finance Center at the University of Southern Maine,will host a'Climate Mitigation
Workshop and Design Competition' A series of three workshops will be designed to engage the
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greater public and design community in Portland with a particular focus on the Bayside Adapts
Neighborhood Plan. The outcome of the workshops is to raise awareness on climate change with
leading experts from across the county and creatively gather active participation from the public
in the form of a design competition." (National, 2013).
Providence, Rhode Island
'As part of the Partners for Places Equity Pilot Initiative, the City of Providence is
undertaking an intensive nine-month process to strengthen relationships with low-income
communities and communities of color that are most susceptible to incurring impacts from
climate change and other environmental hazards. In the Spring of 2017, at the conclusion of this
work, NLC's Leadership in Community Resilience program will provide funding and support for
an 'Equity and Engagement Workshop' in Providence, RI. The goal of the workshop is to
transition the Equity Pilot work form process to implementation. It will leverage ideas, resources,
and relationships to build social resilience and ensure these communities are prepared for the
impacts of climate change. The city has also joined the Compact of Mayors, committing to
benchmarking and reducing local greenhouse gas emissions." (National, 2013).
St. Paul, Minnesota
"The city is in the process of developing several city and regional plans related to climate
adaptation, mitigation, and sustainability. This includes achieving the goals of the Compact of
Mayors, finalizing a Resilience Framework, developing a Climate Action and Adaptation plan, and
conducting a vulnerability analysis for the regional comprehensive plan.
The Leadership in Community Resilience program can support and enhance these efforts
in several ways. First, technical assistance can be provided to create a greenhouse gas inventory
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that is GPC compliant, a need that has been identified by the city. This inventory can be used to
inform the updated climate plan and prioritize implementation strategies. Second, the grant
funding can be utilized to sponsor a 'Climate Adaptation Workshop' in the first quarter of 2017.
The goal of the workshop is to enhance public participation and engagement on climate
adaptation and implementation,particularly with underrepresented communities.
'Although the city has resources to conduct their internal planning efforts, their ability to
connect this work with the community is more limited. The success of this workshop depends on
a targeted outreach strategy will focus on building trust and strengthening relationships with
communities in low-income and underrepresented areas that are most susceptible to incurring
impacts from climate change." (National, 2013).
San Antonio, Texas
"The City of San Antonio recently adopted SA Tomorrow,a three-in-one planning initiative
consisting of a new Comprehensive Plan, Sustainability Plan, and Multimodal Transportation
Plan. Through the Leadership in Community Resilience program, NLC will work with the city and
other partners to inform, and learn from, the community about local resilience challenges and
opportunities, as well as identify new planning practices and procedures that are more inclusive,
participatory, and essential to community resilience. The overall goal is to raise awareness about
the importance of resilience and empower the community to provide constructive and
meaningful input into how these new plans are carried out over time." (National, 2013).
Tempe,Arizona
"To date, most of Tempe's sustainability and resilience initiatives have been housed
within the Department of Public Works. To broaden the sustainability mission of the city
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government,Tempe created in October of 2015 a citizens' Sustainability Commission,and the city
manager has established quarterly conservation and sustainability updates for City Council. The
updates are to promote cross-department collaboration and will review a set of 87 sustainability
initiatives that have been identified across all city operating departments,more as they emerge.
"To aid in this effort, the Leadership in Community Resilience program will lead an
internal executive-level Resiliency Workshop.This workshop is intended to:
1. Provide the necessary departmental leadership to their operational areas of
responsibilities;
2. Engage colleague Directors on an ongoing basis to provide a holistic approach as the city
continues to develop sustainable best practices and align them with the city managers'
strategic initiative;
3. Ensure that the concepts live past the tenure of individuals.
"The workshop will be hosted in partnership with the ASU Global Institute of Sustainability, and
will seek to identify shared initiatives and common performance metrics for city departments to
better implement resilience strategies and to foster a productive relationship with the
Sustainability Commission. Department leadership throughout the city will be challenged to
identify ways that their programs align with the recently adopted strategic performance program
initiated by the city manager and adopted by City Council. The city has also joined the Compact of
Mayors,committing to benchmark and reduce local greenhouse gas emissions." (National, 2013).
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West Palm Beach, Florida
"The city has set a goal to be the most resilient city for its residents and businesses. As
part of this effort they have pursued STAR rating and will receive their certification in December,
2016.The STAR metrics will then be used as a benchmark and guide for continued improvement.
"Following the STAR certification and Mayor Muoio's State of the City address in January
2017, the Leadership in Community Resilience program will help West Palm Beach convene a
Leadership Workshop for leaders in the city, local business, civic institutions and city advisory
board. The workshop will highlight the mayors' focus on sustainability, celebrating the progress
that has been made so far and focusing on specific areas of improvement within the STAR
framework. The city has also joined the Compact of Mayors, committing to benchmark and
reduce local greenhouse gas emissions." (National, 2013).
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Appendix F: Energy City Commission Interviews
In-depth Interview Questions
Introduction
• How did you get involved with the Energy City Commission?
• How long have you been on the Energy City Commission?
Energy City Commission
• What is your role with the Energy City commission?
• What is the role of the Energy City Commission as a whole?
Energy City Brand
• How important is Energy City to you?Why or why not?
• What would make Energy City more important to you?
• What does Energy City mean to you?
• What do you want Energy City to mean?
• How do you see Energy City and Powered by Nature working together?
• Do you see Energy City as a brand or as a nickname?
Promotion and Communication
• How do you believe Elk River residents currently perceive Energy City?
• In terms of promoting Energy City to residents, how well do you feel that it is working?
Who is in charge of promotional efforts?
• What are methods of promotion that are working well and not as well?
Future
• How do you envision the future of Energy City?
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In-depth Interview Transcripts
Energy City Commission Member One
Matt: Hi,this is Matt,Allison,and Kallie with the University of St. Thomas.
Commission Member: Hi,how are you?
Matt: Good,thank you.As we mentioned through email,we are working on the Energy City
project with Tom and Amanda.Thank you for speaking with us today.
Commission Member:Absolutely,thank you for calling.
Allison: Yes, thank you. I am Allison by the way, and we just have a few questions for you
today.
Commission Member: Sure,no problem.
Allison:Also,if you do not mind,we will be taking notes of our conversation?
Commission Member:Yep,no problem.
Allison: Great,so how did you get involved with the Energy City Commission?
I got involved when my boss took on a larger role as part of the resource recovery project and did
not have enough time to do it,so I felt that being a part of waste energy department,that I should.
Allison: How long have you been with the Energy City Commission?
One year.
Allison: How important is Energy City to you?
It's important. Being in the energy industry, it is good to put forth programs to try to educate and
push energy projects. Help people have a better understanding of where energy comes from;
there has been a shift recently to renewables. The public is not as educated as we would like
them to be with their power sources.We can do a better job informing them.
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Allison: In this sense, do you see that the Energy City Commission has a role to educate
residents?
I'd like for them to. I don't know if it is their responsibility.Yet,when they make their choices for
direction, I feel this is the information I can provide.
Allison: When you think of Energy City, what does that mean to you, in terms of Elk River's
designation?
The designation tells me that Elk River is trying to be a leader in alternative energy. I think that
they want to be known as a driver for renewable energy in the region.
Allison: Does that align with what you want Energy City to mean and represent?
Yes, I think it fits well.
Allison: Do you see Energy City as a brand or a nickname?
I would see it more as a brand and an image.
Allison: Do you think the residents see Energy City as a brand?
That's a little bit tougher for me to answer. I don't live in the city. I work in the city. I don't know
if I would be able to answer that effectively.
Allison: No problem,the City of Elk River is also known as Powered by Nature,how do you
see this relationship?
I see them working more together. They go hand in hand. I guess I have always had opinions
about solar in MN,but it's probably not my first choice for renewable energy up here.Yet, I think
it shows that Elk River is trying to make a difference by putting some items out for residents to
enjoy...their solar picnic table... etc
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Allison: As far as Energy City, how well do you feel that is it promoted to the City of Elk
River and its residents?
I think it's probably promoted as well as it could be. Elk River is not necessarily the biggest city
out there. Everything comes as a cost. I don't know if they could justify a big campaign to educate
the city's population on anything.
Allison:As far as promoting Energy City's brand,whose role is that?
I don't think it's the Energy City Commission's role. The Commission maybe making a
recommendation to the City Council.
Allison:As far as the Commission or the Council,are there any methods for promotion that
are working well or that are not working as well?
I don't have a good feel for that. I don't know.
Allison: Lastly,where do you see the future of Energy City and its continuation?
I would hope that they would be able to continue it. It would be nice if they could promote some
City-type projects that they might be able to get some grant money for to keep the renewable
side of the production. And educating the City's inhabitants on different ways they could save
energy and their money. Ultimately, someone needs to put the effort to make sure that
information is known.
Allison: This was great and these were the main questions that we had for you. We really
appreciate you taking the time to discuss Energy City with us, as we are trying to get a
better feel for Energy City and how it could be promoted better and future opportunities.
Again,we really appreciate your perspective.
Commission Member: No problem,it was good talking to you.
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Energy City Commission Member Two
Matt: Hi,this is Matt,Allison,and Kallie with the University of St.Thomas.
Matt: Hi,this is Matt Crandell,with the University of St. Thomas.
Commission Member: Hi,how are you?
Matt: Good, thank you. I am here with Allison and Kallie. And, as we mentioned, we are
working with Tom and Amanda on Energy City and its role. We have a few questions about
Energy City for you.We appreciate your time today.
Commission Member:Absolutely,that sounds good.
Allison: Hi, I'm Allison. Again, thank you for your time. Just to make sure that it is
acceptable for you,we will be taking notes on our conversation today?
Commission Member: That's just fine.
Allison: Okay, great. So to start, how did you get involved with the Energy City
Commission?
I came on board in 2015,just because I have worked with energy for the last 25 years.
Allison: Wow, it sounds like you have a lot of experience and expertise. What is your role
with Energy City Commission?
I am on the Commission and help review the plans, what marketing, program solicitation, and
outreach programs are effective. That is the steering committee, what are the key stakeholders,
what the programs and processes are that are effective.
Allison: Okay, that's great. In your experience so far, have you found any communications
and marketing techniques for Energy City that have worked or perhaps have not been as
successful?
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I think for the most part just getting a better understanding the community, what the role of the
City is, how we are to be viewed, and everyone taking their part. We have been working on
signage access to the public, what we do and why we do it. We were also the first city in MN to
implement LED street lights.
Allison:What would you say is the primary role of the Energy City Commission as a whole?
Basically, communicating the City's vision and mission. The vision with its historical aspect and
why it is important to promote sustainability initiatives within the community.
Allison: How important is Energy City to you?
Well I think it's important to me, not only being in the marketplace but personally - to feel you
are making a difference. Utilizing your experience and perspective, I think it is very important
and using those talents and gifts and sharing them with others to make a better place for people
who live here and for businesses in the community.
Allison: It sounds like Energy City is important, is there anything that would make Energy
City more important to you?
Let me think about that one.
Allison: As far as Energy City and its designation, what does that mean to you and the
community?
Energy city to me means that since they have designation of Energy City in Minnesota,we should
be a leader. Maybe investigate and incorporate programs so others can follow. I take that
seriously. Not looking at what others are doing in Minnesota, but looking more globally to what
others are doing to further our mission.
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Allison: How do you see Energy City and Powered by Nature, do you see them working
together or as two separate messages,or how do you see the relationship?
I think Powered by Nature is more of a tagline, but without knowing the meaning behind it and
without effectively communicating that meaning. At the same time, effectively communicating
Energy City is where we need to go. Is it a sustainability message,we need to put more substance
behind it.
Allison: Do you see that as the Energy Commission's role?
I do because that is the mission and vision for the community. The mission for the Energy City
Commission is to be innovating and involve the community in what it means, so to involve them
we need to communicate it better.
Allison: Do you see Energy City as a brand?
I see it as a brand that is evolving and developing.
Allison: How do you see Energy City being perceived by the Elk River community?
That is a great question. I think it more of a tagline. I don't think it is necessarily a way of life or
lifestyle,but that is what we are striving to be.
Allison: In you current efforts to promote Energy City, what do you think has worked well
to communicate and educate the City?
Well, I think the first is that being one of the pioneers in the Green Step Cities initiative and
incorporating that program and helping to evolve the messages there and demonstrating
leadership to other cities.
Allison: Right, along with the Energy City Commission, do you work with the City or other
agencies to promote Energy City?
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Within Elk River, I don't work with other groups. I actually work other communities and schools.
Allison: How do you envision the future of Energy City? Where do you see Energy City
going and progressing?
I see it becoming more robust and having more meaning. That's where I see it going. There are a
lot of good initiatives in place, and then coupled with more communication and signage. Also,
understanding other community members views will help to expand to make it more meaningful.
That's where I see Energy City going. It will be a hallmark for the State.
Allison: Great, thank you. Those were the primary questions that we had, we really
appreciate your insights.
Commission Member: Did that make sense to you? The outreach is great but could be better.
Demonstrating leaders and putting ourselves on the map as ones to follow.
Allison:Yes,it did. Thank you.
Matt: Yes, I think that is all that we had today. We have been talking to the other Energy
City Commission members and are getting a lot of great information.
Commission Member:Are my answers aligned with the other Energy City Commission members?
Matt:We actually have only spoke with one other member so far,but if you have any other
questions please let us know.
Commission Member: Will do,thank you.
Matt:Yes,have a good day.
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Energy City Commission Member Three
Matt: Hi,this is Matt Crandall with the University of St. Thomas.
Commission Member: Good afternoon,how are you doing today?
Matt:Good,and you?
Commission Member: Good,thank you.
Matt: Just to recap, we are working with Tom and Amanda on Energy City and its role. We
have a few questions for you and,if you do not mind,we will be taking notes.
Commission Member: No,that is just fine.
Matt:Great,Allison will be asking you the questions.
Allison: Hi, it's Allison. Just to start, how did you become involved with the Energy City
Commission?
I just got my Commission member status renewed.A couple of years ago, I saw an advertisement
in the Elk River Star News for Commission members and as a way to get more involved in the
community, I applied.
Allison: Oh that's great,so what is your role within the Energy City Commission?
The Commission's Charter has designated positions, and I would say four or five are reserved for
industry members. I am an energy engineer and that is how I fit in the Commission. I am an
industry participant.
Allison: Okay,what do you see as the role of the Energy City Commission as a whole?
I would say when I first got on the Commission it wasn't entirely clear. As I watched it function,
we are a coach for environmental specialists for the City.We basically are a coach for that person
for sustainability issues.
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Allison: That's great,how important is Energy City to you?
I guess I am proud that Elk River has this designation. My career has been energy-related, and I
personally live my life by the guiding principles that we use in directing the efforts of the
Commission.Sustainability and being responsible with the use of resources.
Allison: Is their anything that would make Energy City more important to you or more
important to the community?
There is always more that you can do. I think one of the challenges is that there needs to be a
balance between affordability and what we do as part of the Commission. I would like to see Elk
River do more, but I understand there are fiscal limits. I would like to see a good chunk of Elk
River vehicles be electric vehicles.
Allison: I feel like you touched on some of these things,but what does Energy City mean to
you?
The City of Elk River values sustainability and wants to be mindful of how it's using its energy
resources.
Allison: Okay great, how do you see Energy City and Powered by Nature? Do you seem
them working together or how do you see this relationship?
They are very complimentary. I am not sure if it confuses people.
Allison: Do you see Energy City as a brand or a nickname?
It is probably more a brand. In my professional life, I am a business leader, and we talk a lot
about branding. It is who you are,what you do, and how we utilize our resources. It is a brand.
Allison: How well do you think that brand is promoted?
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I think pretty well. Long before I knew there was a Commission, I knew it was Energy City. There
is a sign as you drive into town and other signs throughout town. It would be nice for more
people to have an understanding for what it truly means,but that doesn't mean they do not know
that Elk River is Energy City.
Allison: That sort of leads into my next question, regarding the perception of Elk River, do
you think that the residents see it as Energy City,?What do you think the perception is?
I think so, I haven't lived in Elk River my whole life, just the last 11.5 years. You see the wind
turbine and many people know the landfill. Also, a lot of people know about the trash recycling
and garbage burning power plant. I do believe that Elk River is perceived as Energy City.
Allison: We talked about this too,but do you see it as the Energy City Commission's role to
promote Energy City?
What I have come to learn is that the City and Commission do not have a huge budget. It really
just tries to accomplish its goals by influencing other City departments. We are really trying to
educate other departments to be mindful of sustainability and how to execute their
responsibilities.The Commission does not have the resources to carry out that task.
Allison: Okay,and our last question,what do you envision for the future of Energy City and
its progression?
Three years ago it felt that there were demonstrations happening, and we were doing more.Yet,
it seems like the last few years, we are doing less. One goal I have is I would really like to see a
significant solar power demonstration project. It's going to be a picture for the industry in the
United States and in the future.
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Allison: Absolutely, thank you very much, those were our primary questions. We really
appreciate the time you have taken and the insights are very helpful. Again, thank you
very much.
Matt:Yes,thank you and have a safe drive. Enjoy the weekend.
Commission Member: Have a good weekend too,enjoy the weather.
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Energy City Commission Member Four
Matt: Hi,this is Matt Crandall with the University of St. Thomas.
Commission Member: Good afternoon,how are you doing today?
Matt:Good,and you?
Commission Member: Good,thank you.
Matt: Just to recap, we are working with Tom and Amanda on Energy City and its role. We
have a few questions for you and,if you do not mind,we will be taking notes.
Commission Member: No,that is just fine.
Matt:Great,Kallie will be asking you the questions.
Kallie: Hi, it's Kallie. Thank you again for speaking with us. We have a few questions for
you today.Just to start,how did you become involved with the Energy City Commission?
I worked at Great River Energy for about 12 years. My first office was with the company here in
Elk River. We have two power plants in Elk River. For the last two years, I have been the Plant
Manager for the Waste Processing Facility. I have been active in the community, and my boss had
been an active member on the Commission. I have been on the Commission for just over a year
now.
Kallie: Oh that's great,so what is your role within the Energy City Commission.
We meet quarterly and go through different initiatives and goals.We work within the Action Plan
that Elk River has put together,to work toward the different goals.
Kallie:What do you see as the role of the Energy City Commission as a whole?
From my perspective, the Energy City Commission brings education and awareness for energy
and what it brings to the City.
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Kallie: That's great,how important is Energy City to you?
It is pretty important to what I do in the community right now, especially as running the waste
energy project. We want to be good neighbors. We want to be active, to educate, and to do tours,
and Energy City allows us to do that in a way that makes sense to the residents. Thousands of
tours come through each year and that's a big part of what we do. Without Energy City that
would be harder
Kallie: Is there anything that would make Energy City more important to you or more
important to the community?
Not really,it is just about right.
Kallie: How do you see Energy City being perceived by the Elk River community?
I don't know how others perceive it. I hope they see it in a positive light, but I don't know how
others view it.
Kallie: How do you see Energy City and Powered by Nature, do you see them working
together or as two separate messages,or how do you see the relationship?
I haven't seen very many tangible areas for Powered by Nature, but I would hope they go
together.
Kallie: Do you see Energy City as a brand or as a nickname?
I see it as an educational tool, but I see it as a brand for the City to put themselves out there and
ways to market that brand.
Kallie: In your current efforts to promote Energy City, what do you think has worked well
to communicate and educate the City of Elk River residents?
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You need to have some successes. You need to highlight the things you do well. You just need to
do a lot of communication in a lot of different ways. The days of doing one news article a quarter
are over. Social media web pages, reaching out to the community, and doing tours are the better
ways to reach many community members. I think the tours and outreach program has been
successful.
Kallie: Do you see it as the role of the Energy City Commission or the City to promote
Energy City.
I think it's the role of the City staff and the Commission.
Kallie:What do you envision for the future of Energy City and its progression?
I hope it continues to focus on the good things we are already doing. Innovation is great, but if
you forget about the past,you forget how you innovated in the past.
Matt: Great, and our last question, we were wondering, did the Commission or the City of
Elk River put together the 10-Year Action Plan that you mentioned before?
It was a collaborate effort. The City has to have the vision to want it and the Commission needs to
help make it happy. The Commission should be advisory, but not the drivers. There has not been
a lot of adversary. It has been business as usual.
Matt: Great, that was all that we had for you actually. This has been very helpful, thank
you.
Commission Member: No problem, let me know if you have any more questions.
Matt:We will,thank you again. Have a good one.
Commission Member: You too.
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Energy City Commission Member Five
Matt: Hi,this is Matt Crandall with the University of St. Thomas.
Commission Member: Good morning,how are you doing today?
Matt:Good,and you?
Commission Member: Good,thank you.
Matt: Great,well just to recap, I am here with my team now, and we are working with Tom
and Amanda on Energy City and its role. We have a few questions for you and,if you do not
mind,we will be taking notes.
Commission Member: No,that is just fine.
Matt:Great,Kallie will be asking you the questions.
Kallie: Hi, it's Kallie. Thank you again for speaking with us. We have a few questions for
you today.Just to start,how did you become involved with the Energy City Commission.
Well I've been to only one meeting so far, but I've been on the City Council. I have a non-voting
situation. I am a liaison to the Energy City Commission, and we rotate that every couple years.
Previously, I was the liaison to the Library Board. We have a LEED library building here in Elk
River. It is a $3 million venture that we paid-off last year. The other assignment that I had was on
the Heritage Preservation Commission. Nonetheless, I am a rookie with my assignment with the
Energy Commission. I traveled to Roseville to work for many years and so the City activity was
not at the forefront of my mind at the time, but since I have been retired, I have gotten more
involved.
Kallie: That's great, you certainly have a lot of experience. What do you see as the role of
the Energy City Commission?
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I see it to promote energy conscious applications and certainly promote recycling. I think
recycling is a big part of that. The Commission has been going on since 1997. It's a long-standing
Commission. We also have municipal utilities, where we provide energy, and so that is tightly
connected.
Kallie: How important is Energy City to you?
I think it is the City's mantra. There is another side, or another approach called Powered by
Nature, which is a pretty common label used by many companies. It's not trademarked per se,
whereas as Energy City is trademarked.
Kallie: Is there anything that would make Energy City more important to you or make it
more attractive?
Well I have a passion, I am also on the Park and Recreation Commission, where we just updated
our by-laws.We added things like rain gardens,nature preserves,and nature areas.
Kallie: Okay, in this sense, we were wondering about Energy City and Powered by Nature,
do you see them working together or what is their relationship?
Well they both have different roots, and Energy City been around a little longer. I think they
should work together. Perhaps that's an issue that we have, how to do that. We could use your
help on that.
Kallie: Do you find that it might confuse residents or do they understand the role of Energy
City and the role of Powered by Nature?
Powered by Nature is probably heard more, because you have heard it from a couple hundred
advertisers. Whereas Energy City, we haven't heard that enough, but so many things we are
doing,and we have a grant.
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Kallie: Do you see energy city as a brand or as a nickname? How do you see Energy City
being defined?
I think Powered by Nature is an expression, where I see Energy City as more of a plan. We are
trying to encompass more attributes, and certainly Kristen had a trip to Germany with our City
administrator. They viewed what is happening in Germany. I think they had a reciprocal trip
here.You folks might have been involved in that.
Kallie: How well do you think Energy City is being promoted?
I think it's not being promoted real well in my mind. We got a grant. Our City is 44sq miles, and
we got a City Council to bring everybody together. We have all sorts of land use situations in our
City from farms to 5-acre lots,so we try to encourage as much conservation as we can.Yet, I think
going forward, I think the City needs to promote it even more.
Kallie: In terms of promoting Energy City, is there anything that has been particularly
successful?
Well there is social media, but that does not really .... I am in my 70's, so social media in my peer
group is not big.
Kallie:Are there any particular challenges that are impeding the spread of Energy City?
Well one thing the EV (Electric Vehicle) charger grant that we got, and there is a campaign there.
The Energy City Commission is looking at possible EV chargers and charging stations. That's
coming.
Kallie: Do you see it as the Energy Commission or the role of City Council to promote
Energy City?
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Well the City Council has to be a promoter. The City staff should also pick up, we have a
publication that is once a year, and I was going to look at that and see what is in there. I need to
dig into the comprehensive plan as well. I have only been to one meeting, and we have another
one in May.
Kallie: You mentioned that you served on the Parks and Recreation Commission, is there
anything that the Parks and Recreation Commission is doing particularly well that the
Energy City Commission could do,such as lessons-learned or best practices?
Well the Parks and Recreation Commission in Elk River is outstanding. It does some of the things
like deployment of the nature preserve and conservation.We have made some steps in regards to
the library. If you drive by the library there is a rain garden and there is some native prairie and
there is a windmill.
Kallie: How does the Parks and Recreation Commission attract volunteers to participate in
their initiatives?
Well I think people like to get involved in Parks and Recreation,for example,they had a fair in the
conservation area, removing mud etc and they had over 40 volunteers. I think Kristen reached
out on social media and targeted mailers.
Kallie: A similar question, is there anything that the Parks and Recreation Commission is
doing well, in terms of organization and leadership that the Energy City Commission could
do?
I haven't seen anything. I think the leadership structure is fine. There is one fellow who leads it,
and he has been around for 25 years.There are a lot of folks who want to get on that Commission.
For Energy City, Tom and I were talking about this, there is a different ordinance. The ordinance
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defines that there needs to be a representative from the landfill, schools, business folk, and
there's not really participation by just knowledgeable residents. In that sense, it's a different
structure.
Kallie: Finally, this is our last question, what do you envision for the future of Energy City
and its progression?
In my time, I'm certainly going to try to promote it as much as I can.Tom has some great ideas in
terms of leadership.The people there are certainly committed to the venture,so I think prospects
are good that it will continue.
Kallie: That's great, and that is all we have for you. Thank you so much for answering our
questions,that was very helpful.
Commission Member:Absolutely, I was happy to be of help.
Matt:Yes,thank you again. That was great.We hope you have a nice afternoon.
Commission Member:Yes,you too-thank you.
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Appendix G: City of Elk River Resident Interviews
In-depth interview Questions
Get to Know You
• Are you originally from the City of Elk River?
• How long have you lived in the City of Elk River?
• What is your occupation/hobbies?
City of Elk River
• When you think of the City of Elk River,what comes to mind?
• What do like or value about the City of Elk River?
• What are the benefits of living in the City of Elk River?
• Is there anything unique about living in the City of Elk River?
Energy City's Brand
• Have you heard of Energy City?
• If so,what do you know about Energy City?
• What comes to mind when you hear Energy City?
• The City of Elk River was awarded the title of Energy City in 1997, do you know why the
City of Elk River received this designation?
• Essentially Energy City promotes energy efficiency and sustainability, do you know what
this means?
• If so,is energy efficiency and sustainability important to you?
• Do you participate in current Energy City initiatives,such as the High-Five program?
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Relationship between Powered by Nature and Energy City
• Have you heard of Powered by Nature?
• If so,what do you know about Powered by Nature?
• How did you learn about Powered by Nature?
Promotion and Communication
• Concerning the City of Elk River,how do you receive your information?
• How do you feel about the City of Elk River's current communication means?
• Are their certain modes of communication from the City of Elk River that would be more
effective than others?
Parks and Recreation
• Does anyone currently volunteer with any City of Elk River programs or initiatives?
• If so,how did you hear about these volunteering opportunities?
• Why do you volunteer with specific programs and initiatives?
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In-depth Interview Questions
City of Elk River Resident One
Get to Know You
Are you originally from the City of Elk River?
I am originally from St. Paul. My wife and I lived in Maple Grove up until last May.
How long have you lived in the City of Elk River?
Since May of last year.
What is your occupation and hobbies?
I am retired.
The City of Elk River
When you think of the City of Elk River,what comes to mind?
It's a smaller town with lots of conveniences that you need.There's a Target and Aldi's close.
What do like or value about the City of Elk River?
Still learning what Elk River has to offer. We have not even been here a year. I think I am still too
new to form any opinions.
What are the benefits of living in the City of Elk River?
I enjoy the library. Less traffic, a little more small town atmosphere. Little more out on the
periphery of the Twin Cities.
Is there anything unique about living in the City of Elk River?
Nothing comes to mind. I would probably have more statements after living here a few more
years.
Energy
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Have you heard of Energy City?
No
What comes to mind when you hear Energy City?
I've never heard the term. I think it means a city that values all forms of energy efficiency.
The City of Elk River was awarded the title of Energy City in 1997, do you know why the
City of Elk River received this designation?
We've never read anything about it. Haven't gotten any notifications. We are not really sure if a
weekly newsletter even exists or what resources are out there.
Essentially Energy City promotes energy efficiency and sustainability, do you know what
this means?
Yes
If so,is energy efficiency and sustainability important to you?
I'm a big believer in energy efficiency.
Do you participate in current Energy City initiatives,such as the High-Five program?
No.
Powered by Nature
Have you heard of Powered by Nature?
No. I understand the term,but I have never heard it in relationship to Elk River.
Promotion and Communication
Concerning the City of Elk River,how do you receive your information?
I get information off my iPhone. Things like Google news, which can show you local news based
on your location. I have no interest in getting on Facebook.
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How do you feel about the City of Elk River's current communication means?
Not really looking for a lot of news, as it can be too depressing. Not a news addict.We used to get
the Star Tribune,but we canceled it because it was too liberal and we are not liberal.
Are their certain modes of communication from the City of Elk River that would be more
effective than others?
Again,not that interested.
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City of Elk River Resident Two
Get to Know You
Are you originally from the City of Elk River?
No,but I have lived here a long time.
How long have you lived in the City of Elk River?
17 Years.
What is your occupation and hobbies?
I home school teach.
The City of Elk River
When you think of the City of Elk River,what comes to mind?
Parks and recreation,the library, and paying my utility bill.
What do like or value about the City of Elk River?
Summer programming, the library, but I am a homeschooler, so I love any library. Community
events like the concert series by the river in the summers.
What are the benefits of living in the City of Elk River?
There are almost no neighborhoods that do not have a park. I made it my mission one summer to
try and visit every park in the city.
Is there anything unique about living in the City of Elk River?
It is not as busy as some cities,yet it is also not too small. It's convenient without being too big or
too small.
Energy City
Have you heard of Energy City?
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No not really. I hear more about the Bank of Elk River,as it sponsors a lot of events for kids.
If so,what do you know about Energy City?
Not familiar.
What comes to mind when you hear Energy City?
I think of the plant on Highway 10, and how they burn the trash for energy. My kids have toured
the plant,and I have known a few different employees at various times.
The City of Elk River was awarded the title of Energy City in 1997, do you know why the
City of Elk River received this designation?
No. I had not heard anything about it.
Essentially Energy City promotes energy efficiency and sustainability, do you know what
this means?
Yes.
If so,is energy efficiency and sustainability important to you?
It's important not to ruin the environment that we have. To be responsible with resources we
have,but not at the sacrifice of jobs or people's ability to make a living.
Do you participate in current Energy City initiatives,such as the High-Five program?
No.We recycle. That's about it.
Powered by Nature
Have you heard of Powered by Nature?
I've seen"Powered by Nature." Have seen that around a lot.
If so,what do you know about Powered by Nature?
Not much.Just see it around.
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How did you learn about Powered by Nature?
They have that in their books at the Parks and Recreation department.
Promotion and Communication
Concerning the City of Elk River,how do you receive your information?
Parks and Recreation is my main contact with city.
How do you feel about the City of Elk River's current communication means?
I have to seek it out if I'm looking for something specific about the City of Elk River. For example
where to dispose of my Christmas tree. I need to call and contact someone with questions. Things
are not easy to find. It seems antiquated.
Are their certain modes of communication from the City of Elk River that would be more
effective than others?
I always read the booklet that Parks and Recreation puts out. I like having paper better. I am more
likely to dismiss emails. If it says"Parks and Recreation"on it, I'll read it!
How do you think Elk River could promote Energy City more effectively?
I'm not sure. I don't get how the things they are gloating about affect me. Why does it matter to
me?
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City of Elk River Resident Three
Get to Know You
Are you originally from the City of Elk River?
Originally from Woodbury. Then my husband and I lived in Maplewood for nine years.
How long have you lived in the City of Elk River or surrounding area?
31 Years
What is your occupation and hobbies?
I work at the LEED library.
The City of Elk River
When you think of the City of Elk River,what comes to mind?
'A city in transition."A community has to diversify and draw people in to be sustainable.
What do like or value about the City of Elk River?
That it's small. Small town feel.
What are the benefits of living in the City of Elk River?
You get to know people.
Energy City
Have you heard of Energy City?
I have heard the term Energy City.
If so,what do you know about Energy City?
I'm not very familiar with it.
What comes to mind when you hear Energy City?
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Green. I do not know much more about Energy City. I think of it more as a catch phrase. Being
diversified.
The City of Elk River was awarded the title of Energy City in 1997, do you know why the
City of Elk River received this designation?
I knew about the designation. I believe it was due to the recycling center and Great River Energy.
That's how I associate it, Great River Energy, converting trash to energy; that's when it came
together.
Essentially Energy City promotes energy efficiency and sustainability, do you know what
this means?
Yes.
If so,is energy efficiency and sustainability important to you?
It's important for the future if we want to have enough. If we are going to protect the
environment,we need to look at things now and put it into practice.
Do you participate in current Energy City initiatives,such as the High-Five program?
No. I know about recycling and using solar panels for energy.
Powered by Nature
Have you heard of Powered by Nature?
I've seen "Powered by Nature." There are so many catch phrases. Right now there are so many
other things that take precedence.
If so,what do you know about Powered by Nature?
To me it's things like wind and solar power.
Promotion and Communication
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Concerning the City of Elk River,how do you receive your information?
Through working here at the library and from the paper.
How do you feel about the City of Elk River's current communication means?
In regards to Energy City, there are so many other things occupying our minds. It is down on the
list of importance. Not that it is not important,just many other things are taking precedence.
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City of Elk River Resident Four
Get to Know You
Are you originally from the City of Elk River?
No.
How long have you lived in the City of Elk River or surrounding area?
We've been in Elk River for three years now.
The City of Elk River
When you think of the City of Elk River,what comes to mind?
Small bedroom community,close to Minneapolis
What do like or value about the City of Elk River?
The school system. Small town feel. People are great.
What are the benefits of living in the City of Elk River?
The school system is excellent.
Is there anything unique about living in the City of Elk River?
Main street is unique; has its own characteristics.Again,the school system is high caliber.
Energy City
Have you heard of Energy City?
I have heard of it. Have not seen the connection.
If so,what do you know about Energy City?
Just what I've seen on the City of Elk River's Facebook page.
What comes to mind when you hear Energy City?
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Honestly, I think of Becker. The big power plant. The power plant is so involved in the Becker
community.
The City of Elk River was awarded the title of Energy City in 1997, do you know why the
City of Elk River received this designation?
Truly, I have not heard much about Energy City. Either I'm not reading the right literature, or it's
not getting to me.
Essentially Energy City promotes energy efficiency and sustainability, do you know what
this means?
Yes.
If so,is energy efficiency and sustainability important to you?
It's absolutely important to me. It is part of the reason why we bought the house we have. The
house is as green of a house as we could find.
Do you participate in current Energy City initiatives,such as the High-Five program?
Not exactly sure.
Powered by Nature
Have you heard of Powered by Nature?
No
Promotion and Communication
Concerning the City of Elk River,how do you receive your information?
Facebook. Elk River's city page.There are two,which can be confusing.
How do you feel about the City of Elk River's current communication means?
I don't have much of an opinion.
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Are their certain modes of communication from the City of Elk River that would be more
effective than others?
Social media. Email. Online sources. No one reads pamphlets anymore.
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City of Elk River Resident Five
Get to Know You
Are you originally from the City of Elk River?
Yes.
How long have you lived in the City of Elk River?
Most of life.
What is your occupation/hobbies?
Camping,occasionally fishing,and biking.
The City of Elk River
When you think of the City of Elk River,what comes to mind?
When I think about Elk River, it should have a skateboard park and skateboard ramps, really a
better community for kids. They need more activities then being indoor with video games.
What do like or value about the City of Elk River?
The people,there are good people here.
Energy City
Have you heard of Energy City?
Yes
If so,what do you know about Energy City?
No.
What comes to mind when you hear Energy City?
Not much.
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The City of Elk River was awarded the title of Energy City in 1997, do you know why the
City of Elk River received this designation?
No.
Essentially Energy City promotes energy efficiency and sustainability, do you know what
this means?
Yes,energy savings.
If so,is energy efficiency and sustainability important to you?
Yes, my device to communicate runs on energy. (This respondent is deaf and uses a tablet to
assist with communication). My refrigerator does as well. It is important that my food is safe.
Do you participate in current Energy City initiatives,such as the High-Five program?
No.
Powered by Nature
Have you heard of Powered by Nature?
No.
Promotion and Communication
Concerning the City of Elk River,how do you receive your information?
Mostly,mail.
How do you feel about the City of Elk River's current communication means?
No feelings.
Are their certain modes of communication from the City of Elk River that would be more
effective than others?
Social media.
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Parks and Recreation
Does anyone currently volunteer with any City of Elk River programs or initiatives?
No.
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City of Elk River Resident Six
Get to Know You
Are you originally from the City of Elk River?
Yes.
What is your occupation/hobbies?
Interpreter (sign language). I enjoy helping those in need. I give strangers rides and pick up
homeless people and take them for coffee. I have an interesting life and if someone hurts me,the
blame falls on me and that hurts me.
The City of Elk River
When you think of the City of Elk River,what comes to mind?
Lake Orono,the Sherburne County Fair,which is finally back, and a lot of old farmers that are now
gone. They have developed a lot around here. We built our house in 1981.
What do like or value about the City of Elk River?
The people,the old part of town,the trails,especially the one along the river,the Eagle's nest.
Energy City
Have you heard of Energy City?
It sounds familiar.
If so,what do you know about Energy City?
Nothing.
The City of Elk River was awarded the title of Energy City in 1997, do you know why the
City of Elk River received this designation?
No.
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Essentially Energy City promotes energy efficiency and sustainability, do you know what
this means?
Saving energy.
If so,is energy efficiency and sustainability important to you?
Yes,heat in the winter is vital.
Do you participate in current Energy City initiatives,such as the High-Five program?
No.
Powered by Nature
Have you heard of Powered by Nature?
Yes.
If so,what do you know about Powered by Nature?
Just the name.
How did you learn about Powered by Nature?
Comes on the paperwork on my utility bill.
Promotion and Communication
Concerning the City of Elk River,how do you receive your information?
Through mail and Blackbox,which is where they but pamphlets and brochures,notices for things.
How do you feel about the City of Elk River's current communication means?
They are not very efficient. The City might reach more through Facebook.
Are their certain modes of communication from the City of Elk River that would be more
effective than others?
Social media.
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Parks and Recreation
Does anyone currently volunteer with any City of Elk River programs or initiatives?
No. I volunteer independently.
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City of Elk River Resident Seven
Get to Know You
Are you originally from the City of Elk River?
I am not from Elk River.
How long have you lived in the City of Elk River?
I have lived here for seven years.
What is your occupation/hobbies?
Administration assistant.
The City of Elk River
When you think of the City of Elk River,what comes to mind?
The Elk River and Lake Orono.
What do you like or value about the City of Elk River?
I like that Elk River is outside the metro,but still has what I need.
What are the benefits of living in the City of Elk River?
Benefits are the same, close to the metro but not in it,people here are more"country-people"
feels more like home (West of Bemidji)
Energy City
Have you heard of Energy City?
No.
What comes to mind when you hear Energy City?
Conserving energy or alternative energy options.
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The City of Elk River was awarded the title of Energy City in 1997, do you know why the
City of Elk River received this designation?
No.
Essentially Energy City promotes energy efficiency and sustainability, do you know what
this means?
Being efficient,making the most of what you got and something will last a long time.
If so,is energy efficiency and sustainability important to you?
To some extent yes,important,but we should not spend a bunch of resources.
Do you participate in current Energy City initiatives,such as the High-Five program?
No,not sure, I live in the township.
Powered by Nature
Have you heard of Powered by Nature?
I have seen it everywhere.
If so,what do you know about Powered by Nature?
I do not know much about it.
How did you learn about Powered by Nature?
Looking at official documents and correspondence,things around town like trash cans.
Promotion and Communication
Concerning the City of Elk River,how do you receive your information?
I get notices and flyers in mail. I also follow the Facebook page.
How do you feel about the City of Elk River's current communication means?
Pretty decent,not really much more they could do.
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Are their certain modes of communication from the City of Elk River that would be more
effective than others?
More frequent newsletters,monthly instead of quarterly. More interesting content.
Parks and Recreation
Does anyone currently volunteer with any City of Elk River programs or initiatives?
No. I do not volunteer
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City of Elk River Resident Eight
Get to Know You
Are you originally from the City of Elk River?
Yes.
What is your occupation/hobbies?
Instructional designer.
The City of Elk River
When you think of the City of Elk River,what comes to mind?
The schools and winning many high school championships.
What do you like or value about the City of Elk River?
The system, people seems to care about the city, not a small city, but small enough, people are
invested.
Is there anything unique about living in the City of Elk River?
Not much too unique,a regular third ring suburb.
Energy City
Have you heard of Energy City?
Yes, I've heard of it.
If so,what do you know about Energy City?
Do not know much about it.Just the reference.
What comes to mind when you hear Energy City?
Do not know much about it.
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The City of Elk River was awarded the title of Energy City in 1997, do you know why the
City of Elk River received this designation?
Having a civic attention to efficiency and conservation.
Essentially Energy City promotes energy efficiency and sustainability, do you know what
this means?
Efficiency and conservation.
If so,is energy efficiency and sustainability important to you?
Yes,this is important.
Do you participate in current Energy City initiatives,such as the High-Five program?
We do municipal compost pick up,but I cannot think of a specific initiative.
Powered by Nature
Have you heard of Powered by Nature?
Yes.
If so,what do you know about Powered by Nature?
It is the conversation plan for municipal waste.
How did you learn about Powered by Nature?
Just seeing the logo in reference to it and knowing what the Powerplant is at the end of the road.
We had a cracked headboard and footboard, took it over the landfill, and they scooped it up and
put it in the pile.They do solid waste drop off that I have taken advantage.
Promotion and Communication
Concerning the City of Elk River,how do you receive your information?
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By mail, we get flyers from the City. I do use their website, but that's me going there, it's not
pushed to me.They broadcast the City meetings,and I watch them. I also read Star News.
How do you feel about the City of Elk River's current communication means?
They do a pretty good job of communication. In the newspaper, you will see articles and a lot of
content about city operations, initiatives and projects. Communication by mail is clear and
sufficient.
Are their certain modes of communication from the City of Elk River that would be more
effective than others?
Communication seems very effective. There is a Facebook group for City residents that the City
Clerk posts on and answers questions on. There was a current issue with keeping chickens in
your yard,the City clerk responded.
Parks and Recreation
Does anyone currently volunteer with any City of Elk River programs or initiatives?
I work a lot with the school district. I also volunteer by coaching soccer.
If so,how did you hear about these volunteering opportunities?
Online there is a volunteer match that I use. It is not specific to Elk River. I do not always see Elk
River specific opportunities. There is a community happening section in the paper. Things you
do in the park. They could promote this more on social media with the Elk River citizen's page.
The City may have to have a citizen post it. Having a City/community liaison would be good. Post
opportunities and job openings.
Why do you volunteer with specific programs and initiatives?
For the enjoyment of serving.
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City of Elk River Resident Nine
Get to Know You
Are you originally from the City of Elk River?
No.
How long have you lived in the City of Elk River?
I have lived in the area for 20 years.
What is your occupation/hobbies?
Office Associate at Wal-Mart.
The City of Elk River
When you think of the City of Elk River,what comes to mind?
The people.
Is there anything unique about living in the City of Elk River?
Wind farms, they are the only town in this area that has them. Also, the big landfill, but in the
summer it just stinks.
Energy City
Have you heard of Energy City?
No.
What comes to mind when you hear Energy City?
The wind farms and trying to conserve energy.
The City of Elk River was awarded the title of Energy City in 1997, do you know why the
City of Elk River received this designation?
No, except for energy conservation perhaps.
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Essentially Energy City promotes energy efficiency and sustainability, do you know what
this means?
Not sure.
If so,is energy efficiency and sustainability important to you?
Yes,this is important.
Do you participate in current Energy City initiatives,such as the High-Five program?
No.
Powered by Nature
Have you heard of Powered by Nature?
No.
Parks and Recreation
Does anyone currently volunteer with any City of Elk River programs or initiatives?
No.
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City of Elk River Resident Ten
Get to Know You
Are you originally from the City of Elk River?
No.
How long have you lived in the City of Elk River?
Three years
What is your occupation/hobbies?
Teacher.
The City of Elk River
When you think of the City of Elk River,what comes to mind?
Big town that offers a small town feel.
What do you like or value about the City of Elk River?
They're a lot of opportunities for my kids,sports,arts,parks,and plenty of stores.
Is there anything unique about living in the City of Elk River?
Not too much difference when compared to where I'm from, but they have lots of different
elementary schools instead of just one large elementary school.
Energy City
Have you heard of Energy City?
I have heard it before.
If so,what do you know about Energy City?
Don't know.
What comes to mind when you hear Energy City?
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Conserving energy or ways to be more efficient.
The City of Elk River was awarded the title of Energy City in 1997, do you know why the
City of Elk River received this designation?
No idea why.
Essentially Energy City promotes energy efficiency and sustainability, do you know what
this means?
To do things the best you can, while using the least amount of resources. Ensuring things
continue and having enough City resources.
If so,is energy efficiency and sustainability important to you?
Yes.
Do you participate in current Energy City initiatives,such as the High-Five program?
No.
Powered by Nature
Have you heard of Powered by Nature?
Yes.
If so,what do you know about Powered by Nature?
Don't know much about it.
How did you learn about Powered by Nature?
I have seen it on a flyer and other communications.
Promotion and Communication
Concerning the City of Elk River,how do you receive your information?
Newsletter,newspaper,mailings,and Elk River website.
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How do you feel about the City of Elk River's current communication means?
It is fairly good,not sure how else they could do it.
Are their certain modes of communication from the City of Elk River that would be more
effective than others?
No suggestions.
Parks and Recreation
Does anyone currently volunteer with any City of Elk River programs or initiatives?
Yes, I coach for sports and volunteer at church.
If so,how did you hear about these volunteering opportunities?
I learn about them through church and community education. We are also asked to volunteer
again after volunteering.
Why do you volunteer with specific programs and initiatives?
Yes, I volunteer through Park and Recreation for coaching.
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City of Elk River Resident Eleven
Get to Know You
Are you originally from the City of Elk River?
No.
How long have you lived in the City of Elk River?
A year.
What is your occupation/hobbies?
Retired.
The City of Elk River
When you think of the City of Elk River,what comes to mind?
Elks and Rivers. I like the northern suburbs.
Is there anything unique about living in the City of Elk River?
A small, quaint, rural area, much more so than Burnsville and Apple Valley. Eagan has changed a
lot,it is no longer rural.
Energy City
Have you heard of Energy City?
No.
If so,what do you know about Energy City?
Don't know.
What comes to mind when you hear Energy City?
Power,electricity,hydro-energy,wind energy,and nuclear energy.
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The City of Elk River was awarded the title of Energy City in 1997, do you know why the
City of Elk River received this designation?
No.
Essentially Energy City promotes energy efficiency and sustainability, do you know what
this means?
Sustainable and efficient power and energy.
If so,is energy efficiency and sustainability important to you?
Absolutely,yes it is.
Do you participate in current Energy City initiatives,such as the High-Five program?
No.
Powered by Nature
Have you heard of Powered by Nature?
No.
Promotion and Communication
Concerning the City of Elk River,how do you receive your information?
I do not receive emails,texts,or flyers. Emails would be nice, I like technology.
How do you feel about the City of Elk River's current communication means?
Use more technology,emails (but not spam).
Are their certain modes of communication from the City of Elk River that would be more
effective than others?
Emails.
Parks and Recreation
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Does anyone currently volunteer with any City of Elk River programs or initiatives?
No,but I want to since my son has moved away. I want to volunteer at a school
If so,how did you hear about these volunteering opportunities?
I do not hear about them. I asked around and was told I have to go to the county website and be
assigned.
Why do you volunteer with specific programs and initiatives?
Hancke School is where I want to volunteer.
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City of Elk River Resident Twelve
Get to Know you
Are you originally from the City of Elk River?
No.
How long have you lived in the City of Elk River?
Worked here 15 years.
What is your occupation/hobbies?
As a home school tutor.
The City of Elk River
When you think of the City of Elk River,what comes to mind?
It looks clean and hilly. I think of the river.
Is there anything unique about living in the City of Elk River?
Energy,turning garbage into energy.
Energy City
Have you heard of Energy City?
No.
The City of Elk River was awarded the title of Energy City in 1997, do you know why the
City of Elk River received this designation?
No,turning trash into power.
Essentially Energy City promotes energy efficiency and sustainability, do you know what
this means?
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Means that you are not trashing your sources of energy. Efficiency is making good use of what you
have and not being wasteful.
If so,is energy efficiency and sustainability important to you?
Yes,but it is a loaded topic.
Do you participate in current Energy City initiatives,such as the High-Five program?
No.
Powered by Nature
Have you heard of Powered by Nature?
Yes.
If so,what do you know about Powered by Nature?
Don't know what it means,because it all comes from the sun.
Promotions and Communication
Concerning the City of Elk River,how do you receive your information?
By the people who live here.
Parks and Recreation
Does anyone currently volunteer with any City of Elk River programs or initiatives?
Technically no,the work I do for children is not volunteer.
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City of Elk River Resident Thirteen
Get to Know you
Are you originally from the City of Elk River?
No, Southwest Minnesota.
How long have you lived in the City of Elk River?
Seven years.
What is your occupation/hobbies?
Library aide.
The City of Elk River
When you think of the City of Elk River,what comes to mind?
Downtown area. It's so neat. Go to the businesses and keep them alive. Blaine doesn't have a
downtown area. Friendly people.
What do you like or value about the City of Elk River?
Downtown area.
What are the benefits of living in the City of Elk River?
Don't need to drive far. Self-contained.
Is there anything unique about living in the City of Elk River?
Not off hand.
Energy Cijy
Have you heard of Energy City?
Yes.
If so,what do you know about Energy City?
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We get something in the mail that tells us where we stand with our neighbors. That is valuable,
it's the right thing to do.We have our own well and pretend we are paying for it.We don't discuss
this with others.
The City of Elk River was awarded the title of Energy City in 1997, do you know why the
City of Elk River received this designation?
No.
Essentially Energy City promotes energy efficiency and sustainability, do you know what
this means?
I think it of as preserving the earth and resources, especially for our kids.
Do you participate in current Energy City initiatives,such as the High-Five program?
I don't think I have. I think I've heard of them,but won't be able to come up with one.
Powered by Nature
Have you heard of Powered by Nature?
Yes.
If so,what do you know about Powered by Nature?
I can't, I don't know much about it.
How did you learn about Powered by Nature?
I think I have seen it in different newsletters."Best to preserve nature:'
Promotions and Communication
Concerning the City of Elk River,how do you receive your information?
From mailings or different things requested,such as email newsletter from police department.
How do you feel about the City of Elk River's current communication means?
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I think they do a pretty good job. I have a curiosity, I might not participate but always looking to
see what's out there so I know where to look. Free concert.
Are their certain modes of communication from the City of Elk River that would be more
effective than others?
I don't know what. I have a curiosity, so I look at different places. Mailings for my husband would
be best.
Parks and Recreation
Does anyone currently volunteer with any City of Elk River programs or initiatives?
At the Chamber of Commerce.
If so,how did you hear about these volunteering opportunities?
Through the City's activities center.
Why do you volunteer with specific programs and initiatives?
I love reading. I like the organization and orderliness. I really like what I do.
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City of Elk River Resident Fourteen
Get to Know you
Are you originally from the City of Elk River?
No, Orono.
How long have you lived in the City of Elk River?
12 years.
What is your occupation/hobbies?
Knitting and reading. Going to the lake in the summer
The City of Elk River
When you think of the City of Elk River,what comes to mind?
I really like it here. The small town.
Is there anything unique about living in the City of Elk River?
Great River Energy.
Energy City
Have you heard of Energy City?
I've seen it around.
The City of Elk River was awarded the title of Energy City in 1997, do you know why the
City of Elk River received this designation?
I would guess energy conservation.
Essentially Energy City promotes energy efficiency and sustainability, do you know what
this means?
That they have some type of planning,as far as conservation and the intelligent use of fossil fuels.
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If so,is energy efficiency and sustainability important to you?
Yes.
Powered by Nature
Have you heard of.by Nature?
No
Promotions and Communication
Concerning the City of Elk River,how do you receive your information?
Local Paper.
How do you feel about the City of Elk River's current communication means?
Not sure.
Are their certain modes of communication from the City of Elk River that would be more
effective than others?
Probably the printed word.
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City of Elk River Resident Fifteen
Get to Know you
Are you originally from the City of Elk River?
No,south Minneapolis.
How long have you lived in the City of Elk River?
34 years.
What is your occupation/hobbies?
Retired,but now art and organic gardening.
The City of Elk River
When you think of the City of Elk River,what comes to mind?
Overpopulated.They try to have an environmental point of view,but it is too late.
What do you like or value about the City of Elk River?
Lost what I liked,which was the small town feel and wild areas. I don't see it as progress.
Energy City
Have you heard of Energy City?
Yes.
If so,what do you know about Energy City?
Not formally. I believe it as goals set for a City to attain as far as energy usage.
The City of Elk River was awarded the title of Energy City in 1997, do you know why the
City of Elk River received this designation?
Attempted to incorporate energy-wise usage.
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Essentially Energy City promotes energy efficiency and sustainability, do you know what
this means?
It would mean bringing in solar energy and water recycling.Anything that conserves you.
If so,is energy efficiency and sustainability important to you?
Yes.
Powered by Nature
Have you heard of Powered by Nature?
I have,but then right next to it,the City uses "chemically treated lawns"
Promotions and Communication
Concerning the City of Elk River,how do you receive your information?
Star News,sometimes online,and word of mouth.
How do you feel about the City of Elk River's current communication means?
Don't have an opinion,negative viewpoint of City Counsel.They are out of touch.
Are their certain modes of communication from the City of Elk River that would be more
effective than others?
Going to different centers for outreach.And have Q&A sessions.
Parks and Recreation
Does anyone currently volunteer with any City of Elk River programs or initiatives?
Yes.
Why do you volunteer with specific programs and initiatives?
Feline rescue. I feel my heart and mind left once the City started to grow. Kids protesting the
growth. Never a long-range strategy.
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City of Elk River Resident Sixteen
Get to Know
Are you originally from the City of Elk River?
No,from Iowa and Minneapolis.
What is your occupation/hobbies?
Camping,fishing,and gardening.
The City of Elk River
When you think of the City of Elk River,what comes to mind?
Shopping.
What do you like or value about the City of Elk River?
Groceries, Menards,and entertainment.
Is there anything unique about living in the City of Elk River?
A river city itself.
Energy City
Have you heard of Energy City?
Yes I guess so -no.
The City of Elk River was awarded the title of Energy City in 1997, do you know why the
City of Elk River received this designation?
"Did they use the river for energy?"
Essentially Energy City promotes energy efficiency and sustainability, do you know what
this means?
Putting back as much as you take out,green earth. Be better at recycling.
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If so,is energy efficiency and sustainability important to you?
Yes.
Do you participate in current Energy City initiatives,such as the High-Five program?
Pretty much just recycling.
Powered by Nature
Have you heard of Powered by Nature?
No.
Promotions and Communication
Concerning the City of Elk River,how do you receive your information?
The free paper.
Are their certain modes of communication from the City of Elk River that would be more
effective than others?
Free handouts.
Parks and Recreation
Does anyone currently volunteer with any City of Elk River programs or initiatives?
No.
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City of Elk River Resident Seventeen
Get to Know you
Are you originally from the City of Elk River?
Yes.
How long have you lived in the City of Elk River?
Whole life,so 22years.
What is your occupation/hobbies?
I am a student.
The City of Elk River
When you think of the City of Elk River,what comes to mind?
Mississippi river.
What do you like or value about the City of Elk River?
Small town
What are the benefits of living in the City of Elk River?
A lot of schooling options.
Is there anything unique about living in the City of Elk River?
Not sure.
Energy City
Have you heard of Energy City?
No.
The City of Elk River was awarded the title of Energy City in 1997, do you know why the
City of Elk River received this designation?
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No idea.
Essentially Energy City promotes energy efficiency and sustainability, do you know what
this means?
Healthy kind of energy,consistent,and reliable.
If so,is energy efficiency and sustainability important to you?
Yes.
Do you participate in current Energy City initiatives,such as the High-Five program?
No.
Powered by Nature
Have you heard of Powered by Nature?
Rings a bell.
Promotions and Communication
Concerning the City of Elk River,how do you receive your information?
We get the Star News paper and social media.
Are their certain modes of communication from the City of Elk River that would be more
effective than others?
For my age group,social media. Facebook.
Parks and Recreation
Does anyone currently volunteer with any City of Elk River programs or initiatives?
No,some in Maple Grove.
Why do you volunteer with specific programs and initiatives?
With my dad in Maple Grove,we do veterans work.
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Appendix H: Survey Questions
Q1.Are you aware of the City of Elk River's designation as Energy City?
Yes
No
Q2. How did you hear about Energy City?
Star Tribune
Elk River Star News
Social Media
Energy City Website
Energy City Initiatives (rebates,grants,loans,school programs)
Energy City demonstration site tours
Elk River newsletters
Other
Q3. How familiar are you with Energy City's focus on energy efficiency and renewable
energy?
Not at all Slightly Familiar Somewhat Extremely
familiar familiar familiar familiar
Energy
efficiency
Renewable
energy
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Not at all Slightly Somewhat Extremely Familiar Familiar Familiar Familiar Familiar
Energy efficiency Renewable energy
Q4. How familiar are you with Energy City initiatives? (i.e. Greenstep Cities, demonstration
site tours,rebates,grants,loans,and school programs)
Not at all Slightly Familiar Somewhat Extremely
familiar familiar familiar familiar
Greenstep
Cities
Demonstration
Site Tours
Rebates
Grants
Loans-]
School
Programs
Q5. Have you ever participated in Energy City initiatives?
Yes-
No-
Not sure
Q6.What Energy City initiatives have you participated in?
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Q7. How interested are you in participating in Energy City initiatives?
Not at all interested
Slightly interested
Interested
Somewhat interested
Extremely interested
Q8.What would it take for you to participate in Energy City initiatives?
Q9. How interested would you be in participating in Energy City initiatives,if they
provided your home or business with recommendations on ways to save energy and
reduce costs?
Not at all Slightly Interested Somewhat Extremely
Interested Interested Interested Interested
Greenstep
Cities
Demonstration
Site Tours
Rebates
Grants
Loans
School
Programs
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Q10. How important is the City of Elk River's designation as Energy City to you?
Not at all important
Slightly important
Important
Somewhat important
Extremely important
Q11. How important is the City of Elk River's energy efficiency and use of renewable
energy to you?
Not at all Slightly Important Somewhat Extremely
important Important Important Important
Energy
efficiency
Use of
renewable
energy
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Q12. How important is it to you that the City of Elk River is a state,national,and
international leader in energy efficiency?
Not at all Slightly Important Somewhat Extremely
Important Important Important Important
State leader
National
Leader
International
Leader
Q13. Do you participate in other City of Elk River initiatives?
Yes
No
Somewhat Important
Extremely Important
Q14.What other City of Elk River initiatives do you participate in?
Q15. Do you volunteer with the City of Elk River's departments or programs?
Yes
No
Q16.What City of Elk River departments or programs do you volunteer with?
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APPENDIX SURVEY QUESTIONS
Q17. On a typical day,where do you get your news?
Newspaper
Television
Radio
Social Media
Friends and Family
Q18.Where do you find out about the City of Elk River's events,programs,and
volunteering opportunities?
Elk River Star News
Local television stations
Radio
Social Media
Elk River newsletters
Friends and Family
Q19.What is your age range?
18 - 25 years of age
26 - 35 years of age
36 - 45 years of age
46 - 55 years of age
55 and above
Q20.What is your sex?
Male
0
Page 140 ;� UNIVERSITY of ST.THOMAS
EN-ERGYCITY
Opus College of Business
APPENDIX SURVEY QUESTIONS
Female
Other
Q21.What is your ethnic origin (race)?
American Indian or Alaskan Native
Asian-Black or African
American-Native Hawaiian or other Pacific Islander White
Hispanic or Latino or Spanish origin
Middle Eastern
Multi-racial
Other
Q22.What is your employment status?
Full-time
Part-time
Self-employed
Not currently working Retired
Student
Caretaker
Q23.What is your education level?
Less than AA degree
AA degree
Bachelor's degree
Masters Degree
0
Page 141 ;� UNIVERSITY f ST.THOMAS
EN-ERGYCITY b
Opus College of Business
APPENDIX SURVEY QUESTIONS
Doctorate Degree
Q24.What is your annual household income?
Less than $25,000
$25,000 - $50,000
$50,000 - $75,000 $75,000 - $100,000
Greater than $100,000
Q25. How many years have you lived in the City of Elk River?
Less than 1
Year Less than 10 years
10 - 30 years
30 - 50 Years
50 years or more
Q26. Have you or are you planning on living in the City of Elk River for 10 or more years?
Yes
No
Not sure
Q27. Please enter your email to be entered into a raffle to win one of six$20 Target gift
cards.
0
Page 142 ;� UNIVERSITY f ST.THOMAS
�'-M--AGY�C] b
Opus College of Business
APPENDIX 1: SURVEY RESPONSES
Appendix I: Survey Responses
Relationship Analysis
Awareness of Energy City compared with Importance of Energy City
Energy City: Awareness and Importance
12
10
s
6
4
2
0
Not at all Slightly Important Somewhat Extremely
important important important important
■Yes ■No
Importance of Energy Efficiency compared with Gender
Energy Efficiency and Gender
800/0
60%
40%
20%
0% ■
Not at all slightly important somewhat extremely
important important important important
■Male ■ Female Importance of Energy
0
Page 143 CUP UNIVERSITY of ST.THOMAS
EIV-ERGYCITY
Opus College of Business
APPENDIX 1: SURVEY RESPONSES
Efficiency compared with Income-level
Energy Efficiency and Income
LA
20
c 15
W
3 10
4 5 ■0 0
-0 Not at all slightly important somewhat extremely
E important important important important
z
■less than$25,000 ■$25,000-$50,000 ■$50,000-$75,000
*$75,000-$100,000■Over$100,000
Importance of Energy Efficiency and Education-level
Energy Efficiency and Education
20
18
16
14
v 12
0 10
v 8
E
6
Z 4
0 _
Not at all slightly important somewhat extremely
important important important important
■Less than AA ■AA Degree ■Bachelor's degree ■Masters Degree
0
Page 144 UNIVERSITY of ST.THOMAS
EfV-ERGYCITY
Opus College of Business
APPENDIX 1: SURVEY RESPONSES
Importance of Energy Efficiency and News Sources
Energy Efficiency and News Source
50
40
72
30
0 20
� 10
0
z Not at all slightly important somewhat extremely
important important important important
■Newspaper ■television ■radio social media ■friends and family
0
Page 145 UNIVERSITYof ST.THOMAS
EN-RGYCITY
��_V A Opus College of Business
a
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University of St. Thomas
Advanced Business Research
Recharging Energy City
Branding Study
UNIVERSITY OF
City of
Elk � St.Thomas
River
C
Background
■ Senior Business Research class proving qualitative and
quantitative research and recommendations
■ Specific project commissioned by ECC and City Council
to better understand how to engage residents related to
Energy Ciyy trademark and sustainability
■ Elk River was designated Energy City in 1997 out of 31
other communities
C
Objectives
Recommend methods to:
■ Unify brand identity
■ Communicate brand image
■ Promote brand awareness
Methodology
■ Secondary research
■ In-depth interviews
■ Online survey
C
fks.:
Findings
■ Commission: initial involvement, coach for city goals
related to energy/sustainability, focus on brand identity
along with Powered by Nature
■ Residents: importance of energy efficiency and
sustainability; unsure of Energy City specifics
C
Y
Online Survey
■ 26 questions with 49 responses, distributed online
■ 12% of residents are unaware of Energy City trademark
■ 86% of residents feel it's important to be a state leader in
energy efficiency
r
Residents are Indifferent on Energy City
Designation `4
30%
25%
20%
15%
100.E
5%
0%
Not at all Slightly Important Somewhat Extremely
important important important important
93% of Residents beleive Energy Efficiency is Important
50%
45%
400/
35%
300/
25%
20%
15%
101/6
5% '
0% M
Not at all Slightly Important Somewhat Extremely
important Important Important Important
■Energy efficiency 0 Use of renewable energy
C
Overall Findings
■ Residents are unaware of Energy City
■ Energy efficiency and sustainability are important
■ Residents receive information via social media and the
Star News
_ t t
"a e'k
r�qW3 -
Recommendations
■ Amend ECC members to include residents — completed
June 5, 2017
■ Conduct joint meeting with city staff and council,
reconfirm 10 Year Action Plan
■ Increase promotional methods — Star New, social media,
community engagement
■ Form partnerships — Parks and Rec
■ Utilize co-branding with Powered by Nature