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6.0 EDSR 12-14-2009ITEM #6 of fiver MEMORANDUM TO: Economic Development Authority FROM: Catherine Mehelich, Director of Economic Development DATE: December 14, 2009 SUBJECT: Discuss EDA Goals and Projects for 2010 Attachment • Staff report dated December 7, 2009 re: HRA Goals and Projects for 2010 • 2009-2012 Economic Development Strategic Plan & Action Steps • 2007-2009 Strategic Industrial Marketing Plan -Strategies and Tactics Background As you are aware the Economic Development Division provides staff support for both the HRA and EDA. A copy of the HRA's recently reviewed goals and projects for 2010 is attached. Overview of 2009 EDA Goals & Projects • Consider update of City's Economic Development Strategic Plan to provide a framework for the EDA and HRA to work within and focuses staff energies on those priority areas important to the economic health of the City • Complete and adopt land use plan for 171` Focus Area Study and implement strategy for marketing and development of Gateway Business Park • Initiate discussions to identify locations, phasing and financing strategy for expanding city's inventory of industrial and commercial land for future development • Monitor Elk River Target store vacancy for recruitment of new user or redevelopment • Implement aggressive Business Retention and Expansion program with emphasis on manufacturers. Ongoing Initiatives • Market for sale and development of remaining lots in Northstar Business Park to users who will maximize the buildable area of the lots. • Implement attached strategies identified within the Strategic Industrial Marketing Plan, with an emphasis on broker/developer relations and website features. • Continue marketing efforts to recruit restaurants and retail development. • Maintain inventory of commercial and industrial properties for sale/lease. • Provide business retention and expansion services, and promote use of the micro-loan program to existing manufacturers, while marketing for new business recruitment. 2009 Project Highlights • Completed update of the 2009-2012 Economic Development Strategic Plan which identifies priority areas for EDA, HRA, City Council and staff resources • Participated in joint meetings with Planning Commission and City Council to develop land use plan for 171` Ave Focus Area Study • Completed Retail Trade Analysis and distributed with the Elk River Chamber and used for restaurant/commercial marketing efforts Participated in several broker/developer marketing initiatives and sponsorship of industry/developer events e.g. MNCAR Expo, Enterprise Minnesota, Manufacturer's Week and Sherburne County Developer Roundtable Initiated Business Retention & Expansion program with emphasis on manufacturers -met with 10 businesses. Issues for Discussion In addition to the Ongoing Initiatives listed above, staff requests the EDA's feedback and direction on the priority goals and projects for 2010. 2010 Proposed EDA Goals & Projects • Complete and adopt land use plan for 171" Focus Area Study and implement strategy for marketing and development of Gateway Business Park e.g. joint marketing agreement with a lead broker/developer • Initiate discussions to identify locations, phasing and financing strategy for expanding city's inventory of industrial and commercial land for future development • Continue Business Retention and Expansion program with emphasis on manufacturers. • Update Retail Trade Analysis and share results with Chamber and business community • Undertake strategies to encourage filling vacant commercial/industrial space with compatible businesses • Initiate discussions to consider marketing plan changes that better reflect the desired image for the city's business developments of ver MEMORANDUM TO: Housing & Redevelopment Authority FROM: Catherine Mehelich, Director of Economic Development DATE: December 7, 2009 SUBJECT: Discuss HRA Goals and Projects for 2010 Attachments • 2009-2012 Economic Development Strategic Plan Background Overview of 2009 HRA Goals and Projects • Coordinate completion of NSP Grant Application and implement program strategies in target neighborhoods. • Continue to market resources for housing rehabilitation and energy efficiency financing assistance. • Resume planning process for the comprehensive Downtown Redevelopment Plan (~o.rtponed until after > 7 ~ ~`' Ave FocuJ~ed Area Study). • Participate in joint meetings to update the City's Economic Development Strategic Plan which identifies priority areas for EDA, HRA, City Council, and staff resources. • Explore need and partnership opportunities for a selective housing redevelopment program (voluntary acquisition/removal and replacement of blighted homes). Addition by HKA at its Jan. 5, 2009 Meeting 2009 HRA Projects • Distributed information about various housing rehabilitation and energy efficiency financing programs offered by regional agencies for the benefit of Elk River residents. • Coordinated information on Elk River's foreclosure situation with Police, Utilities and Code Enforcement to monitor neighborhood conditions. • Distributed resources throughout the community about foreclosure prevention services. Discuss 2010 HRA Goals & Projects HRA Meeting December 7, 2009 Page 2 of 2 • Administered federal Neighborhood Stabilization Program (Foreclosure Recovery) grant funds fox down payment assistance and acquisition/rehabilitation. • Participate in joint meetings to update the City's Economic Development Strategic Plan which identifies priority areas for EDA, HRA, City Council, and staff resources. Issues for Discussion A copy of the 2009-2012 Economic Development Strategic Plan is attached as a reference on the priority goals and issues identified by the HRA, EDA and City Council in last spring's worksession. Staff requests the HRA's feedback and direction on the preliminary list of 2010 goals and projects: 2010 Proposed HRA Goals and Projects • Continue foreclosure recovery initiatives including: o Administer NSP program in target neighborhoods -deadline for use of grant funds is September 20, 2010 o Monitor and coordinate communications re: Elk River's foreclosure conditions o Distribute resource information for foreclosure prevention services • Continue to market resources for housing rehabilitation and energy efficiency financing assistance. • Resume planning process for the comprehensive Downtown Redevelopment Plan. • Explore need and partnership opportunities for a selective housing redevelopment program (voluntary acquisition/removal and replacement of blighted homes). • Monitor inventory of housing stock to identify gaps. Explore need and identify HRA's role in life-cycle housing options e.g. homeless (Addition by HKA at its 72-7-09 meetin~ • Provide input on comprehensive plan or zoning changes in situations where properties are being proposed to convert from a current commercial residential use (e.g., motels) to a private residential use. (Addition by HKA at its 72-7-09 meetin~ Tracking and Measurement Specific quantifiable goals should be established wherever possible to allow accurate tracking of the return on investincnt from individual programs, as well as the overall success of die marketing plan. Results should be tracked and reviewed on an ongou7g basis, and "mid-course corrections" should be made as objectives change or if existing strategies and tactics are not enabling you to meet your objectives. In addition, the City of Flk River should continue to: ^ Analyze the competition and the services they are offering ^ Regularly evaluate and unprove the markctuig plan ^ Track the status of all prospects and projects Based on the Situation Analysis, as well as the Objectives, Strategies and Tactics described previously, we recommend these specific success measurements: ^ Define specific parameters for "small to medium" and "medium to large" light industrial manufacturers. Target completion date: Nov. 10, 2006. ^ Reexamine the Key Account and other prospect lists in light of those parameters to determine whether those lists adequately include the CitS~'s expanded target: medium to large light industrial manufacturers. Target completion date: Dec. 15, 2006. ^ If dzat market is underrepresented, obtain contact information for additional medium to large targets and begin including them in new marketuig efforts. Target completion date: Dec. 31, 2006. ^ Identify the five to 10 most knowledgeable and influential industrial brokers working in the Northwest Metro and ensure that those brokers are part of die City's Key Account list. Target completion date: Nov. 10, 2006. ^ Develop abroker-specific marketing communications strategy. Target completion date: Dec. 31, 2006. ^ Develop and submit to the I/DA a proposal for giving finder's fees or some type of other compensation to brokers who site clients on privately-owned industrial sites. Target completion date: Nov. 10, 2006. ^ Begin clearly communicating the existence of broker compensation to die broker communit~~. 'Target date: As soon as approved. ^ Develop abroker-oriented event drat will attract brokers to the community to nehvork and to see local industrial development site opt;ons. Target date: Summer 2007. 16 ^ Attract to the broker event at least 75 percent of the top brokers identified above. Target date: Summer 2007. ^ Add at least a mention of Northstar Commuter Rail to all Economic Development Division marketing materials. Target completion date: Dec. 31, 2006. ^ Discuss ~Uith the users the potential limited iiclusion of the tlvo new projects for Fortune 50 companies in future marketing efforts. Target date: As soon as the second project is approved. ^ Work with marketing consultant to ensure that 2007 marketing mix and budget arc in alignment with the recommendations in this plan. Target completion date: Sept. 29, 2006. ^ Move forward expeditiously to make the new Gateway Business Park available for industrial development. (Already in process.) Target completion date: Summer 2008. ^ Detenniie the best strategy for conducting a market study to determine the location, size and phasing of additional industrial land inventory. Target completion date: Dec. 31, 2006. ^ Write project case studies on all projects that have not yet been spotlighted. Target completion date: Apri120, 2007. ^ Generate at least six news releases per year. Target completion date: Annual. ^ Obtain positive publicit5r via at least three significant news articles per year. Target completion date: Annual. ^ Generate at least 50 total industrial development inquiries per }rear, iicluding at ]east 25 inquiries from medium to large light industrial manufacturers. 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A A 2009-2012 Economic Development Strategic Plan Proposed Action Steps Issue: Industrial Development Objective: Attract new businesses & expand existing businesses to increase the city's industrial tax base Action Steps: - Expand City's inventory of available C/I land for development. • Evaluate current inventory of available C/I land. • Define desired C/I market and rank by priority. • Conduct research on site amenities required for target markets. • Identify sites that meet site requirements. • Evaluate assembly options (ownership, improvements, financing, etc) • Evaluate financing and focused marketing tools to attract target market. - Develop a Business Resource Directory highlighting services available from various partner agencies for start-ups, expansion and relocations. Consider partnering with Chamber to host Business Resource Expo. - Enhance and promote TIF, Tax Abatement and Micro Loan programs for eligible development and redevelopment projects. - Evaluate and consider fresh approach to consistent marketing image as "The Light Industrial Hub of the Northwest Metro", materials and methods. - Maintain and build networks with banks, brokers/developers, chamber, existing businesses, media and others. - Maintain annual Business Retention & Expansion visits to manufacturers with participation from elected/appointed officials. - Consider DEED's Shovel-Ready Site Certification Program for marketing sites. - Utilize DEED's Manufacturing Week to showcase existing firms. - Conduct annual update of Retail Trade Analysis with UofM Extension Service and share results with Chamber and business community. - Maintain marketing participation with the Energy City program to educate existing business community and recruitment tool for energy-related businesses. - Consider viability of Business Incubator Program (tenant mix, financing, space). Issue: Rehabilitation & Redevelopment Objective: Facilitate rehabilitation and redevelopment of deteriorating commercial and residential areas. Action Steps: - Resume and complete long range master plan for guiding vision of the greater downtown area. Design connections (to river, businesses, Lions Park, schools, etc.l - Joint discussion to determine role of HRA/City/EDA in redevelopment (who leads in identifying potential areas in need of rehab or redevelopment?). Empower HRA/EDA to look critically at potential redevelopment areas. - Examine available financing tools -both for public & private redevelopment. - Encourage filling vacant C/I space with compatible businesses. • Utilize MNCAR/MetroMSP to manage data of available C/I (sale or lease). • Host a property manager/broker open house to share listing resources. • Maintain "Business Development" presence on main city web page. • Consider expanding EDA Micro Loan program citywide for to encourage filling vacant retail/service properties. • Encourage and partner with Chamber to conduct Business Retention & Expansion program focused on retail/service businesses. • Evaluate potential barriers and options to encourage business relocations (e.g. ordinances, fees, SAC/WAC rates) - Identify patterns of vacancy rates to identify areas for potential redevelopment. - Maintain foreclosure information to monitor and address neighborhood issues. Evaluate resources to address issue (e.g. NSP). - Conduct Housing Market Study to identify gaps in market, identify priorities, and role in addressing housing needs (after 2010 census?) - Identify, preserve and maintain prime commercial areas for future development. Ensure tools in place to attract desired development (e.g. ordinances). Issue: Community Image & Marketing Objective: Identify desired image and strategies to effect necessary changes Action Steps• - Joint discussion to determine role of EDA/HRA/Council to define and market citywide image (who leads?) - Determine best approach or a structure to develop the community's vision. - Create marketing plan that reflects Elk River brand/image in a way that complements other local efforts to promote the city internally and externally (Chamber, School, County). Issue: Transportation Objective: Advocate proactive transportation planning and improvements that complement economic growth. Action Steps: - Undertake a local proactive advocacy role to generate improvements • Consider connections, service roads within developments • Limit development by land use (interim uses to preserve future corridors) • Make necessary improvements to existing roads. • Consider alternative routes for east/west connections (partner regionally) • Encourage service drives along new commercial areas (e.g. East Hwy 10) - Consider transportation improvements in areas with redevelopment/development opportunities. - Consider transportation connections/traffic flow for problem areas. - Maintain reasonable accessibility for businesses along Highways 10 and 169 - Support the City's Transportation Plan; support the Planning and Public Works/Engineering staff in the Plan's implementation.