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Item 5Economic Development Update Greg Last City Council October 20, 2009 Introduction 3 Presentation Topics Holiday Marketing Initiatives Town Square Enhancements Economic Development and Tourism Plan for Southlake 2030 Southlake Business Council Update Partnership Strategies Miscellaneous ED&T Initiatives Discussion 4 Holiday Marketing Discussion 5 Holiday Marketing Southlake Chamber Program Opportunity Targets (Internal and external) Messages Distribution Venues Duration & Costs Holiday Marketing Initiatives Discussion 6 “One Stop Shop Southlake” Complementary to the Southlake Chamber of Commerce’s program Partner with Inland Began September 18, 2009 Includes in-business window decals Holiday Marketing Initiatives Discussion 7 Opportunity 244 retailers 99 restaurants Annual sales tax generation of approximately $18,907,517 Retail and restaurants provide employment for many Primary tourism attraction to the City Holiday Marketing Initiatives Discussion 8 Targets Southlake residents Enhance local economy through patronage of local businesses Southlake businesses We support our local businesses Visitors / tourists / adjacent residents Bring outside dollars to local businesses Holiday Marketing Initiatives Discussion 9 Messages Mayor and Council Message Basis for all initiatives Sales tax important to the City’s financial strength 1% General Fund, $9,625,378 Annually .5% Crime Control, $4,541,281 Annually .5% Parks Development Corp., $4,740,858 Annually Helps build community facilities Supports local businesses Holiday Marketing Initiatives Discussion 10 Means Written messages Websites Video / TV Phone distribution Advertising Social Networks Holiday Marketing Initiatives Discussion 11 Venues – City City’s Website Mayor and Council’s message 30 Second video Link to www.SouthlakeBusinesses.com City Newsletter / Direct Mailer Mayor and Council’s message All residents and businesses City’s Cable TV Channel 30 second video Reaches majority of residents Holiday Marketing Initiatives Discussion 12 Venues – City (cont.) Connect CTY Message Short version of Mayor and Council’s message Reaches majority of residents and businesses Highlight at specific events or times i.e. Black Friday Utility Bill Message “Santa says visit SouthlakeBusinesses.com for your holiday shopping needs!” Holiday Marketing Initiatives Discussion 13 Venues – Local Southlake Chamber Website Mayor and Council’s Message 30 second video Local Newspapers Op-Ed of Mayor and Council’s Message Southlake Style Advertising for three months Holiday Marketing Initiatives Discussion 14 Venues – DFW Regional Television 15 second videos KXAS – TV 5 (NBC) One week / 19 commercials WFAA – TV 8 (ABC) Two weeks, 15 commercials / week Holiday Marketing Initiatives Discussion 15 Venues – DFW Regional Twitter Account established: “City of Southlake” YouTube Account established: City of Southlake Channel 30 second video www.OurGreatCity.com 30 second video Holiday Marketing Initiatives Discussion 16 Duration & Costs Timeline Nov 2009 - Ongoing Estimated Cost $13,000 - $15,000 Funding Source = HOT Holiday Marketing Initiatives Discussion 17 Town Square Landscape Enhancements Discussion 18 Town Square Landscape Enhancements Plan Tree Well Improvements Rustin / Family Park Seating Areas Year-Round Banner Program Seasonal Color Program Landscape Beds / Trees Summit Park Improvements Town Square Enhancements Discussion 19 Town Square Landscape Enhancements Plan Text Town Square Enhancements Discussion 20 Tree Well Improvements 104 Tree Wells Removal of Liriope Irrigation Improvements Soil Enhancements Dwarf Mondo Mulch Town Square Enhancements COMPLETE Discussion 21 Tree Wells Text Town Square Enhancements COMPLETE BEFORE BEFORE Discussion AFTER 22 Rustin / Family Park Seating Areas Replaced Azaleas with Knock Out Roses Irrigation Improvements Soil Enhancements and Mulch Town Square Enhancements COMPLETE Discussion 23 Year-Round Banner Program Banner Season Holiday Nov – Dec Southlake Jan – Mar Spring Mar – May Patriotic May – July Southlake July – Sept Fall Sept – Nov Town Square Enhancements Discussion 24 Seasonal Color Program Fall color change following Oktoberfest Increase # of seasonal color beds Improve current locations Town Square Enhancements OCTOBER Discussion 25 Landscape Beds / Trees Improve Landscape Beds at Street Corners Improve Landscape Beds Adjacent to Town Hall Improve Landscape Beds at Rustin Pavilion Tree Replacements (15) Town Square Enhancements CURRENT EXAMPLES FY10 Q1 Discussion 26 Summit Park Improvements Improved turf dramatically Retaining wall improvements to eliminate erosion Enhance landscaping near gazebo Replace sloped Liriope bed with turf Town Square Enhancements NOVEMBER Discussion 27 Southlake 2030 RFQ for Econ. Dev. & Tourism Discussion 28 Southlake 2030 E.D. & Tourism Plan RFQ development Economic Development components Tourism components Economic Development Committee E.D. & Tourism Plan Discussion 29 RFQ Development RFQ requesting services of professional consultant(s) in Economic Development and Tourism On web at www.Southlake2030.com Issued on September 24, 2009 Due on October 30, 2009 RFQ evaluations / interviews Nov 2-20 Contract award end of November E.D. & Tourism Plan Discussion 30 RFQ Services Economic Development SWOT analysis Desired businesses Business attraction programs Review Business Retention Plan Develop incentive policy E.D. & Tourism Plan Discussion 31 RFQ Services Tourism Southlake’s destination assets Programs to attract likely visitors Identify destination strengths Define market niche SWOT for City Tourism efforts Identify programs and events Create implementation strategies for programs Determine top priorities for expenditure of HOT funds E.D. & Tourism Plan Discussion 32 2030 Economic Development Committee Mayor Councilmembers Laura K. Hill and Brandon Bledsoe Planning and Zoning Commission Business Council Representative - TBD E.D. & Tourism Plan Discussion 33 Southlake Business Council Discussion 34 Business Council Appointments Made on October 6, 2009 Banking / Financial: Terrance F. Henderson (1 Yr) Randall H. McCauley (2 Yr) Commercial Developer: Frank Bliss (1 Yr) Jeff Kennemer (2 Yr) Corporate / National: Noreen Henry (1 Yr) Hospitality / Hotel: Michael Hutchison (2 Yr) Manufacturing / Distribution: Peter Ermish (2 Yr) Southlake Business Council Marketing / P.R.: Chris Schrobilgen (1 Yr) Mike Tesoriero (2 Yr) Medical: Traci Bernard (2 Yr) Realtor / Residential Developer: Tommy Pennington (1 Yr) Restaurant / Local: John Finlayson (1Yr) Restaurant / Franchise: Mark Guilbert (2 Yr) Discussion 35 Appointments (cont.) Made on October 6, 2009 Retail / Local: Austin Jourde (2 Yr) Retail / Franchise: Tim Moorehead (1Yr) Technology / Hi-Tech: Santhosh Gandhari (1Yr) General Business: Alex Garcia (1 Yr)  Jason Schmidt (2 Yr) Southlake Business Council Mayor: John Terrell City Council Rep: Laura K. Hill Mayor's Advisory Committee: Clayton Reed Chamber Board Chair: Brad Cavnar or designee Chamber President: Giovanna Phillips or designee Discussion 36 City Manager's Office: Shana Yelverton or designee Carroll I.S.D.: Dr. David Faltys or designee Rotating I.S.D. (NWISD, KISD, GCISD): Superintendent or designee Director of Economic Development: Greg Last Southlake Business Council Appointments (cont.) Made on October 6, 2009 Discussion 37 First Meeting Anticipated in Nov - Dec 2009 2nd meeting in January Open discussion on direction and purposes for the SBC Southlake Business Council Discussion 38 Goals (Draft, pending review by SBC Members) Enhanced communication between the City and its businesses Identify and strengthen strategic intersections Well-vetted regulatory issues Business climate monitoring & feedback Economic tracking Southlake Business Council Discussion 39 Operating Guidelines (Draft, pending review by SBC Members) Service to the City Attendance Meeting Protocol Confidentiality Constituent Representation Influence Appointment Requirements Southlake Business Council Discussion 40 Strategic Partnerships Strategic Partnerships Business Retention & Expansion Business Attraction Tourism Discussion 41 Business Retention & Expansion Partners / Stakeholders Mayor and City Council Southlake Chamber of Commerce Cooper & Stebbins Inland Southwest Management Cencor / Weitzman Property Managers City Staff (Code, Planning, PW, DPS) Southlake Business Council Strategic Partnerships Discussion 42 Business Retention & Expansion Example Programs / Resources www.SouthlakeBusinesses.com Shopping & Dining Guide / Catering Business Visitations Chamber of Commerce Interaction How to Market Your Southlake Business Local Business Report Meeting Accommodations Summary Strategic Partnerships Discussion 43 Business Visitations Partner with the Southlake Chamber of Commerce staff, board, and members for visitations Verify and update business information for SouthlakeBusinesses.com Identify issues to businesses Discuss BRE with the SBC Strategic Partnerships Discussion 44 Business Attraction Partners / Stakeholders Mayor and City Council Commercial Brokers Regional & State Partnerships Cooper & Stebbins Cencor / Weitzman Potential Developers Southlake Business Council Strategic Partnerships Discussion 45 Business Attraction Example Programs / Resources www.SouthlakeSites.com Shopping & Dining Guide Business Visitations Chamber of Commerce Interaction Residential Relocation Report / Presentation New Business Guide Strategic Partnerships Discussion 46 Business Attraction Example Programs / Resources (cont.) DBJ 114 West Corridor Supplement Regional Trade Shows Southlake Broker-Net Aerial Mapping / Property Aerials Fast Facts Community Profile Demographic Reports Strategic Partnerships Discussion 47 Prospect Team Protocol Identify strike team members Determine roles and responsibilities Engage development allies Formalize plan and resources Anticipated December, 2009 Strategic Partnerships Discussion 48 Tourism Partners / Stakeholders Mayor and City Council Hilton Hotel Inland Southwest Management Central Market Chamber of Commerce Southlake Business Council Strategic Partnerships Discussion 49 Tourism Example Programs / Resources www.VisitSouthlakeTexas.com Shopping & Dining Guide Local & Regional Events Calendar Local & Regional Advertising Promotional Videos Sales Missions Fam and Site Tours Promotional Items Strategic Partnerships Discussion 50 Roundtable Forums Discussion 51 Developer’s Roundtable Reduce scope and size Establish smaller and more intimate format for Council Members and strategic allies Identify development allies Anticipated Jan / Feb 2010 Strategic Partnerships Discussion 52 Tourism Team Roundtable Identify Tourism Team Members Organize small format meeting with Councilmembers and Tourism Team members Discuss opportunities, challenges Anticipated 1st Qtr 2010 Strategic Partnerships Discussion 53 Project Updates Discussion 54 Southlake Video Update Identified six (6) potential videos Initially pursue “Southlake Overview” Contracted with Omni / Media, Christian Sly Held brainstorming session to identify desired topics and shots Strategic Partnerships Discussion 55 Southlake Video Update Held “Story Board” session to script the message and delivery format Field work currently in progress Anticipated completion in late Fall 2009 Strategic Partnerships Discussion 56 VisitSouthlakeTexas.com Budgeted $12,000 for website enhancements Less institutional, more energetic Easy links to shopping, dining, and destinations Ariamedia to submit new Scope of Services for review Anticipated completion in early Fall 2009 VisitSouthlakeTexas.com Discussion Discussion