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Item 9B Retail CoachL RESPONSE TO RFQual - RETAIL ANALYSIS RetailCoach RESPONSE TO REQUEST FOR PROPOSAL CITY OF SOUTH LAKE, TEXAS December 13, 2013 � @TheRetailCoach-, fl December 13, 2013 Mr. Ken Baker Director, Planning and Development Services City of Southlake 1400 Main Street, Suite 270 Southlake, Texas 76092 Mr. Baker: The Retail Coach is pleased to submit this proposal for a Retail Analysis to the City of Southlake, Texas. We certainly appreciate the opportunity and are excited about the prospect of assisting you with the creation and execution of a retail strategy. Our tears spent time analyzing the retail submarkets in Southlake on Monday, December 9. We were able to meet with several retail store owners and completed an initial License Plate Survey at Southlake Town Square, WalMart Neighborhood Market and Nordstrom Rack (see map on page 12). We are confident that our scope of work is the plan needed to help expand the retail mix in Southlake. The Retail Coach pioneered the License Plate Survey to provide clients the most complete and credible data about consumer demand in their communities. As part of this proposal, we have included a License Plate Survey for each retail submarket. �) Several of our staff members, previously and also currently live in communities surrounding Southlake. Aaron Farmer, vice president, for example, grew up in Keller and is very familiar with current retail offerings in Southlake as well as new emerging opportunities and redevelopment needs. With a national perspective, our firm offers the expertise, service and manpower needed to research, develop and execute customized strategies that best position Southlake for retail development and redevelopment success. No other consulting firm offers this level of comprehensive support that is uniquely tailored to your community's specific needs and goals. (j Again, we appreciate the opportunity to submit this proposal and hope to be working with you soon. Please feel lul free to call me at 662.401.4327 if you have any questions. Sincerely, C. Kelly Cofer, Certified Commercial Investment Member (CCIM) President and Chief Executive Officer, The Retail Coach, LLC P.O. Box 7272 1 Tupelo, MS 38802-7272 1 www.theretailcoach.net I info@theretailcoach.net CONTENTS Qualifications of the Firm Introduction ....................................... pg.4 Project Fx perience................................. pg.6 Project Leadership Team ............................ pg.8 Methodology and Approach Scope of Work .................................... pg.10 Project Pricing .................................... pg.22 References and Experience with Similar Projects References ........................................ pg.23 Kite Realty - Case Study ........................... pg. 24 Columbia, TN - Case Study ........................ pg. 25 Broken Arrow, OK - Case Study .................... pg. 31 Bastrop, TX - Case Study .......................... pg. 34 ' Tupelo, Mississippi Austin, Texas Dallas, Texas P.O. Box 7272 P. O. Box 90744 605 Dove Hill Circle Tupelo, MS 38802-7272 Austin, TX 78709-0744 Heath, TX 75032 1 662.844.2155 662.231.0608 972.658.0729 800.851,0962 1 info@theretailcoach.net I www.theretailcoach.net ABOUT THE RETAIL COACH MOVING BEYOND DATA The Retail Coach is the premier national retail expansion and development consulting firm founded in 2000 by C. Kelly Cofer, President and Chief Executive Officer. This fast-growing retail analytics and locational intelligence firm has developed successful retail economic develop- ment plans for local governments, chambers of commerce and economic development organizations in communities throughout the United States. Guided by stable values and sound financial practices, The Retail Coach's team of industry specialists are experienced in all aspects of economic development and real estate including market analyses, site selection and leasing and property brokerage for national retailers and restaurants. "The Retail Coach is the pio- neer of the Retail:360 Recruit- ment System, a comprehensive program that melds research and data with expertise and personalized service:" Our industry specialists are progressive in applying cutting -edge resources and are in a constant state of innova- tion. The Retail Coach is the pioneer of the Retail:360 Recruitment System, a comprehensive program that melds research and data with expertise and personalized service. This unique level of service includes a 12-month coach- ing period following the completion of a project to ensure that each customized strategy is implemented to fully position clients for retail expansion and development success. "Our purpose is to provide an uncommon level of customized ser- vice and expertise to help communities move beyond the data to retail expansion and development results." C. Kelly Cofer, CCIM President & CEO, The Retail Coach, LLC PROJECT APPROACH MARKET BASED SOLUTIONS Our experience working with communities throughout the United States has taught us that no two communities are the same. Southlake has a unique retail atmosphere with its own set of development and redevelopment needs. The balance between independent and regional/national retailers should be the focus of Southlake's Retail Economic Development Plan. ON -THE -GROUND ANALYSIS Area retail developments, community and consumer analytics, and a retail gap/opportunity analysis all play a role in identifying and positioning to recruit appropriate retailers. By spending time on the ground in surrounding com- munities and assessing Southlake's position in the marketplace, we can identify the retailers that will most likely be successful in Southlake. This "macro to micro" approach is the most comprehensive approach to retail expansion and has led to success in numerous communities throughout the United States. IMPLEMENTATION Retail expansion is a process, not an event. We will work with the City of Southlake to guide the implementation of the retail expansion and development strategies of our Retail Economic Development Plan. We become vested in the communities and clients we serve, and we will strive to provide an uncommon level of customized service and f expertise to help Southlake achieve its retail recruitment and development success. j j 5 PROJECT EXPERIENCE Maine WHO WE SERVE As the premier national retail recruiting and development consulting firm, The Retail Coach has assisted local governments, chambers of commerce, economic development organizations, brokers and developers in communities throughout the United States for more than 12 years. Client States include... • Alabama Indiana South Dakota • Arizona Iowa Tennessee • Arkansas Maine Texas • California Mississippi Virginia • Colorado Nebraska Washington • Florida New York Wisconsin • Illinois Oklahoma Wyoming N. PROJECT EXPERIENCE, contd. WE KNOW TEXAS Our roots run deep in Texas and we are proud to assist the managed growth of communities throughout the Lone Star State. Texas Client Communities include... • Alton • Alvin • Andrews • Angleton • Argyle • Aspermont • Athens • Balch Springs • Balconies Heights • Bastrop • Bonham • Bowie • Brenham • Brownwood • Buda • Burkburnett • Caldwell • Canton • Canyon • Center • Cibolo • Cisco • Cleveland • Clute • Clyde • Conroe • Coppell • Copper Canyon • Corinth • Corsicana • Dallas • Dayton • Decatur • Deer Park • Denison • Diboll • Dickinson • Eden • Fairview • Farmersville • Fate • Floresville • Flower Mound • Fulshear • Georgetown • Gladewater • Glenn Heights • Gonzales • Cranbury • Grand Prairie • Grand Saline • Gun Barrel • Harlingen • Henrietta • Hickory Creek • Huntsville • Jacksboro • Killeen • Lake Dallas • Lampasas • Leander • Leon Valley • Liberty • Little Elm • Lockhart • Longview • Los Fresnos • Mansfield • Marble Falls • Marlin • McAllen • McKinney • Meadows Place • Melissa • Mexia • Midland • Mineola Missouri City • Mitchell County • Monohans • Mt. Pleasant • Murphy • Nacogoches • Navasota • Nederland • New Braunfels • Northlake • Oakpoint • Oak Ridge North • Ovilla • Palestine • Pampa • Perryton • Plainview • Prairie View • Princeton • Prosper • Rhome • Richland Hills • Richmond • Rio Grande City • Rockport • Royse City • Rusk • Saginaw • San Saba • Sanger • Seabrook • Segoville • Seguin • Selma • Shepard • South Padre • Springtown • Stanton • Sugar Land • Terrell • The Colony • Trinity • Tyler • Uvalde • Victoria • Waller • White Oak • Whitesboro • Willow Park • Wylie 7 PROJECT LEADERSHIP TEAM C. KELLY COFER, CCIM President/CEO C. Kelly Cofer leads The Retail Coach with more than 25 years of experience in all aspects of retail real estate and economic development. Kelly's professional background encompasses market research and site selection, advisory and leasing services, and property brokerage and development for leading national and regional retailers and restaurants. Kelly has earned the prestigious Certified Commercial Investment Member (CCIM) designation from the Chicago -based Commercial Investment Real Estate Institute and has attended the Economic Development Institute at the University of Oklahoma. He holds a Bachelor of Science degree from Texas A&M University in College Station and is a guest speaker for industry organizations throughout the United States. j Since founding The Retail Coach in 2000, Kelly has led retail market assessment and recruitment l strategy development projects in more than 200 cities throughout America. Project cities within the last 12 months include Columbia, TN; Mount Pleasant, TX; Niceville, FL; Flower Mound, TX; Melissa, TX; Broken Arrow, OK; and Roscoe, IL. AARON FARMER Vice President With a degree in Marketing from The Mays Business School at Texas A&M University in College Station and an MBA from Texas A&M University - Commerce, Aaron brings to The Retail Coach knowledge of the most current research on retail and marketing trends. Prior to joining The Retail Coach, Aaron was employed in marketing research and retail development where he worked on projects for many of America's leading retailers and restaurants including FedEx, Kinko's, Sally Beauty Supply, Adidas, Concentra and the National American Association of Subway Franchises (NAASF). Aaron's expertise touches each step of a project from the initial trade area determination to the actual recruitment of retailers. A native of Keller, Texas, he is a sought after speaker for industry organizations including the Texas Municipal League and Texas Economic Development Council. Since joining The Retail Coach in 2008, Aaron has conducted more than 100 retail market assessment and recruitment strategy development projects in cities throughout America. Project cities within the last 12 months include Bastrop, TX; Windham, ME; Ottawa, IL; Georgetown, TX; McAllen, TX; Goodyear, AZ; Spearfish, SD; and Brenham, TX. 8 PROJECT LEADERSHIP TEAM, contd. SUZANNE BROOKE Client Services Director Suzanne Brooke supports The Retail Coach team in providing quality service to every client with more than 20 years of experience in municipal government, economic development and the commercial and residential real estate industries. She earned a Bachelor of Arts degree in Communication with a minor in Marketing at the University of Texas. Prior to launching her own consulting agency, she was Director of Communications for one of the largest real estate trade associations in the nation. Her skills encompass all aspects of advertising, public relations and editorial support. MARK BROOKE Director of Technology & Creative Services With a degree in Economics -Finance from the University of Texas, Mark's technology and research skills are grounded by business acumen. After graduating college in 1991 he worked as a business analyst for The Associates (now part of CitiGroup), where he began developing web -based and desktop applications. Today, Mark keeps The Retail Coach at the forefront of the technology and innovation that enable each client to achieve their retail goals. His expertise includes extensive video and print production experience for both the public and private sector. NANCY DEES Administration Director Nancy Dees' extensive management and accounting experience have benefited several of America's favorite retailers including Kirkland's. A number cruncher and people person who loves getting lost in data, Nancy is a perfect fit at The Retail Coach where she directs all administrative functions with efficiency and care. Nancy's previous experience as a retail buyer and store inventory control manager provides helpful insight as she assists in the retailer research performed by The Retail Coach for each project. CASEY KIDD Data Analyst Casey Kidd graduated magna cum laude from the Berklee College of Music in Boston, Massachusetts, with a bachelor's degree in Contemporary Writing and Production. His creativity and attention to detail now translates into a unique ability to work with the large amounts of data, facts and figures gathered in each client community. Fluent in multiple industry -related software programs, Casey assists The Retail Coach's project leaders in compiling the information into relevant and meaningful report formats that are used to develop aggressive retail recruitment strategies. l Before we can address the specific goals provided in the RetailAnalysisRequestfor Qualifications, a com pre hensive market analysis will be performed to evaluate Southlake and the surrounding area. This "macro to micro" r approach enables The Retail Coach to analyze economic dynamics that may impact the retail recruitment, Il development and future redevelopment goals of the City of Southlake. Market specific information, combined with informative regional and local mapping, will be gathered and created to aid in identifying Retail Trade Area boundaries, potential customer bases, demographic shifts, retail competition, shopping preferences and retail opportunities based on retailers' specific site selection criteria and spacing requirements. i. AREA ANALYSIS • We analyze the area and identify economic and market forces that may have a direct and significant impact on Southlake. • We evaluate retail markets in surrounding communities of Lewisville, Grapevine, Irving, Euless, Hurst, Bedford and Roanoke and document their national and regional retailers. • We profile demographics in surrounding communities and look for trends that may give Southlake an advantage in its efforts to maintain and expand the retail base, • We perform a "windshield" SWOT (Strengths, Weaknesses, Opportunity and Threats) Analysis in surrounding communities in order to better compare Southlake to its competing communities. Our findings are used to offer specific recommendations for addressing the competition that will be summarized in the Action Plan. SOUTH LAKE ANALYSIS • We analyze the Southlake retail market by traveling primary and secondary traffic corridors to confirm all retail submarkets, document current regional and national retailers, identify specific sites that offer development and redevelopment opportunities, identify major property vacancies, if any, and record potential retail category opportunities. fj We analyze ingress and egress to both existing and emerging retail areas from population clusters, residential C7 neighborhoods and surrounding communities. Although Southlake is currently a regional retail destination that benefits from an expansive Retail Trade Area, we must have an excellent understanding of what is happening in the area in order to confirm and build upon Southlake's competitive advantages. We also assess tenant rosters in area communities because retailers look very closely at store spacing when making site location decisions. The Retail Coach's Retail:360 Process is centered upon our actual recruitment of retailers for Southlake. As a result, we must fully understand Southlake in order to ultimately sell Southlake to prospective retailers. Close attention will be given to confirming retail submarkets and identifying leasing, development and redevelopment opportunities. 10 d GOALS OF THE SERVICE A. Understand the Retail Currently in the City i. Current square footage of Retail (provided by City) ii. Estimated revenues per square foot for various categories of Retail STAKEHOLDER MEETINGS • We meet with the City of 5outhlake's Retail Analysis Committee to discuss the community's Retail Analysis plan, specific services included in the plan, underlying retail issues (if any), retail service prioritization and plan phasing and timelines. • We meet with private stakeholders to gather input on retail recruitment, development and redevelopment issues and needs and community challenges and opportunities. Stakeholders may include community leaders, real estate brokers and developers, property owners and owners/managers of existing retail businesses. We will make a minimum of four trips to Southlake during the project. Our objective is to have a complete understanding of Southlake, its current retail base as well as its future retail opportunities. We envision meeting with the Retail Analysis Committee upon each of our four trips to Southlake. We also routinely meet with private stakeholders, individually, and educate them on our work and solicit their feedback and assistance during our visits. SOUTHLAKE RETAIL UNDERSTANDING • We provide estimated revenues per square foot for 52 retail categories, We will first determine the estimated actual sales for 52 retail categories in Southlake (Retail Gap/Opportunity Analysis). We will then utilize the current square footage of retail provided by Southlake to determine the estimated revenues per square foot for 52 retail categories. 11 LICENSE PLATE SURVEY The Retail Coach created the License Plate Survey to provide the most complete and credible data about consumer demand in their communities. • We collect and catalog license plate samples from consumers shopping in Southlake, at selected retailers, and conduct a search of their addresses to determine the locational sources of customers. • We plot the consumer samples to develop and support a thorough picture of the geographical boundaries of the Retail Trade Area. • Consumer samples are collected morning and afternoon at Southlake Town Square and selected retailers including, but not limited to: Lowe's, Costco, Kohl's, Home Depot, and Petsmart. 11 GOALS OF THE SERVICE (Cont'd) B. Understand the Trade Area Served by Various Categories of Retail in the City DEMOGRAPHIC PROFILE We produce comprehensive summary demographic profiles for the Retail Trade Area and Southlake community that include the following characteristics: • Population and Population Growth • Population Trends • Average Annual Population Growth • Ethnicity • Income • Age • Households and Household Growth • Educational Attainment All data packages are provided individually with a cover page, community logo and appropriate contact information. PSYCHOGRAPHIC PROFILE • We conduct a psychographic analysis of the households in the Retail Trade Area using socioeconomic and demographic data to measure consumer attitudes, values, lifestyles and purchasing behaviors to gain an understanding of the types of retailers that may be interested in Southlake. • We create a bar graph of lifestyle classifications, highlight the dominant lifestyle segments and provide comprehensive lifestyle segment definitions. • We rank lifestyle segments and categorize them by summary group, segment code and segment name. Lifestyle segmentation has become increasingly important to retailers and their site selection process. It also assists existing retailers in merchandising their stores with the goods consumers want to buy. 13 I� GOALS OF THE SERVICE (Cont'd) j C. Understand the Viability and Sustainability of the Ultimate Retail Recommendations of 1 Adopted Planning Documents i. Analyze existing and future Retail against existing and future demand for Retail ii. Consider competing markets in the City's Retail Trade Area: iii. Understand the probability of redevelopment long term in the City iv. Understand the existing and future factors which might impact the success of Retail in the City such as competition, technology, demographic changes and shopping preferences aw.m . i1114��1�15t'111l� Above: Retoil Gap/Opportunity Analysis (Sample) i. EXISTING DEMAND • Using the Retail Gap/Opportunity Analysis, we calculate estimated potential retail sales (demand) for the Retail Trade Area and compare these figures to estimated actual sales figures (supply) to estimate retail dollars "coming in" or "flowing out" of Southlake. • We identify retail sales surpluses and/or leakages for 52 different retail sectors. This distinguishes the retail Ncategories that have the highest propensity for success in Southlake and quantifies their retail potential. FUTURE DEMAND We calculate estimated potential retail sales (demand) for the next five-year period using historic and projected growth trends for the Retail Trade Area. • We calculate estimated potential retail sales (demand) for Southlake at full build -out (35,000 population) using existing population and retail sales for the Retail Trade Area. To view a sample Retail Gap/Opportunity Analysis, log -on to: http://www.theretailcoach.net/marketing 14 GOALS OF THE SERVICE (Cont'd) C. Understand the Viability and Sustainability of the Ultimate Retail Recommendations of Adopted Planning Documents ii. We document and map existing national and regional retailers in those communities who may compete with Southlake as part of the Area Analysis. iii. We address redevelopment as part of the Action Plan, which will be included in the Project proposal. The plan will address current potential for redevelopment in Southlake as well as the probability of longer term redevelopment. We fully understand Southlake's need to be aware of redevelopment and re -tenanting (keeping a new and fresh tenant mix). Retail attrition happens in each community, but those that proactively address it as part of a retail strategy appear less affected. This has occurred in Dallas, Richardson and Plano. It very well may be happening to Frisco with the proposed new developments in Prosper. M We closely monitor retailers and the retail business. } Competition — We fully understand the competitiveness between communities for retail economic development. Southlake must always be aware of activities and incentive policies in competing communities and ask the question of 'how will it affect Southlake and our soles tax collections?" Technology — We closely monitor the impact of e-commerce and its affect upon retailers, their expansion plans and the size of their store footprints. I Demographic Changes — We understand the impact of demographic shifts and the affect upon on retail. These shifts have occurred in many communities in the DFW area, which makes our research into the demographic trends in Southlake's competing communities critical. Shopping preferences — Determining the lifestyle segmentation (Psychographic Profile) of Southlake's residents, along with their shopping preferences, is also a part of our work. This is important in targeting retailers that "fit" Southlake, is GOALS OF THE SERVICE (Cont'd) D. Understand the Historical and Projected Sales Tax Trends We research sales tax trends in 5outhlake and its key competing communities. We look for significant deviations (like the recession years of 2008-2012) and determine if the impact was similar or different: and if different, why? 16 GOALS OF THE SERVICE (Cont'd) E. Summarize Data, Analysis, and Recommendations to Sustain the City as a viable Retail Provider, Optimizing Revenues Generated by Retail Businesses, while Paying Attention to # the High -Quality Lifestyle Standards Familiar to Residents of the City i. What types of Retail are under -served in the City? ii. What types of Retail are supportable long term and should be attracted (target } retail)? iii. What is a reasonable amount of retail (square footage) the City can support by types given future market and demographic trends, future shopping habits and expectations as well as competition? iv. What is the potential sales volumes/tax revenue as a result of new Retail? v. What additional components (i.e., daytime population base and tourists) are avail- able to help support Retail? vi. Provide recommendations which will increase the likelihood of the City maintain- ing a sustainable Retail base. ACTION PLAN The Retail Coach has differentiated itself in the industry by moving beyond the data to create recommendations and "next steps" that are unique to each client. Our Retail Economic Development Plan includes customized recommendations for the City of Southlake derived from the market intelligence gained through our in-depth research in the community. These findings are combined with more than 27 years of experience in communities throughout America to create a Retail Road Map. Looking at Southlake through the eyes of a retailer and developer, we will provide a Retail Road Map that ensures you maintain the momentum set in motion during each completed phase of this project. From simply keeping community data current through The Retail Coach's annual subscription service, to conducting special marketing programs and participating in retail industry events, the Retail Road Map will be a logical, feasible and cost -effect approach to achieving the City of Southlake's retail recruitment and development goals. Since retail recruitment is an ongoing process for a community, we create a long-term road map based on Southlake's specific retail opportunities. L What types of Retail are under -served in the City? We determine specific categories that are underserved when completing the Retail/Gap Opportunity Analysis. ii. What types of Retail are supportable long term and should be attracted (target retail)? We identify regional and national retailers whose essential location factors match our findings from the area analysis, competition assessment, Retail Trade Area determination, demographic and psychographic profiles, and Retail Gap/Opportunity Analysis. We review a preliminary target list with the City of Southlake staff or project liaison and work together to prepare a final target list of 30 unique retailers that are a good fit for the community. iii. What is a reasonable amount of retail (square footage) the City can support by types given future market and demographic trends, future shopping habits and expectations as well as competition? We will project the reasonable square footage of retail for 52 categories based on demographic trends for the next five years (2015 — 2019) and at Southlake's full build -out (35,000 population). 17 GOALS OF THE SERVICE (Cont'd) E. Summarize Data, Analysis, and Recommendations to Sustain the City as a viable Retail Provider, Optimizing Revenues Generated by Retail Businesses, while Paying Attention to the High -Quality Lifestyle Standards Familiar to Residents of the City iv. What is the potential sales volumes/tax revenue as a result of new retail? We will estimate projected retail sales voiumes and convert it to projected sales tax revenues for the next five years (2015 — 2019) and at Southlake's full build -out (35,000 population). v. What additional components (i.e., daytime population base and tourists) are available to help support retail? We will provide additional items for consideration under the Action Plan, including Workplace Population, Enter- tainment Potential, and Consumer Expenditure Reports. vi. Provide recommendations which will increase the likelihood of the City maintaining a sus- tainable Retail base. We will provide specific community/economic development recommendations as they pertain to retail under the Action Plan. `�1(,�'�en��eypna�ata is ADDITIONAL SERVICES RETAILER RECRUITMENT Recognizing that retail recruitment requires a long-term commitment, our retailer marketing system involves a multi -step process that begins during the project and continues through our multi -year relationship. METHODOLOGY STEP 1: RETAILER INTRODUCTION The first and most critical step in reaching out to targeted retailers is providing the information corporate real estate directors and site selectors need to make initial decisions about locating in Southlake, We develop a community -specific Retail Market Profile tailored to the needs of targeted retailers. The Retail Market Profile includes: • Retail Trade Area Map • Location Map • Traffic Count Map • Demographic Profile Summary • Southlake Logo and Contact Information We produce a comprehensive Retail Feasibility Package that is placed on The Retail Coach's online community portal at www.theretailcoach.net. Southlake will have a custom landing page and visual, user-friendly presentation of the content. A sample may be viewed at: http://www.retail360.us/spearfish-sd/ The Retail Feasibility Package includes: • Community Overview • Location Map • Retail Trade Area Map • Aerial Map • Retail Trade Area Demographic Profile Summary • Existing Community Retailers • Retail Gap/Opportunity Analysis Summary Table • Retail Trade Area Psychographic Profile • Retail Trade Area Demographic Profile • Community Demographic Profile • Area Traffic Generators • Web addresses for Retail Site Profiles & Geo-Retail Interactive Maps • Southlake Logo and Contact Information A personal e-mail is sent to each retailer's identified decision maker to present the opportunities available in Southlake. The introduction e-mail includes a link and invitation to view the information on Southlake's custom landing page and request the Retail Feasibility package. We provide a Retailer Status Report with each retailer's complete contact information and comments resulting from our marketing activities. STEP 2: RETAILER FOLLOW-UP A follow-up e-mail will be sent to all retailers who did not respond to the introduction e-mail. The Retail Feasibility package will be attached to the e-mail, and the e-mail will again include a link to the Southlake landing page. This e-mail will be sent upon completion of the project and once per quarter during the Coaching Phase to continue to seek responses from retailers regarding their interest in Southlake. We continue to provide the Retailer Status Report updated with retailer responses resulting from our continued marketing activities. Retail recruitment is a process, and not an event. Our efforts are based on interaction with national and regional site selectors and the ultimate determination of how they best like to receive information and site submittals. 19 GEO-RETAIL INTERACTIVE MAPS As an accredited ESRI Silver -Tier partner, The Retail Coach has the advanced technology to develop unique Geo- Retail Interactive Site Maps for clients. Each map displays useful information about Southlake in an engaging and educational way that invites the user to take action. • Using a customized interactive mapping application, we create a Geo-Retail Interactive Map for the undeveloped and under -developed sites that showcase site -specific information of interest to retailers and developers. • Each user-friendly map includes clickable layers revealing ESRI-based data from the block level such as: • Median Household Income • Population Density • Population Growth • Lifestyle Segmentation • Ethnicity • Median Home Value • Median Age • The interactive maps can be a standalone hosted application or embedded into an existing website. ® Layers r :a' Bd Seri P Measure Rl1 Bookmarks Share Print � Y -E N`! Hardy Acres' River Heights r� J _fir l' -- I-i • - I I r � - 1. PI -Air arnpshire Pike ' •Colwnbi8 ._.yy.7rh51 -rt'•.,¢3 State rde =s J / ~-• v'. ' , h % f ;rnmunity „pd Ave r 2 cdlege-= '~ Msury Cou wY.<o`N , ' -j Rolling x4 _ fields 4 "'`'`{ ! `. .v Lofton Ad Field Crest r` Highland }Pa i< � t * 4`; -U i qqv - Bran PA w { i K q F Graymere Manor -,y � d r _ : r°-r �, �, ��1 c•;� , � 1� � -° I River k �ha 4 7 Th NtailCoach, RETAIL COACHING We understand that you will have questions, new ideas or just want to brainstorm with somebody who under- stands Southlake's opportunities and challenges as your community grows and development occurs. It will also be critical that you continue the recruitment process with the most current data and information avail able that captures these positive changes. In this regard, consider The Retail Coach as both a sounding board and an experienced resource. We will routinely provide relevant industry information including, but not limited to, retailer contact information, new trends, re- tailer expansion plans and retail closure plans. Our project team will be available via e-mail and telephone at no additional charge in an off -site advisory capacity ("coaching") for the remainder of the first 12-months of our agreement. This approach is unique to The Retail Coach, and ensures that Southlake will achieve its retail recruitment and development goals. The Retail Coach will be Southlake's go -to resource for all retail recruitment, development and redevelopment efforts. 21 PROJECT PRICING We are available to begin this project immediately and will complete the proposed plan of work within one hun- dred and twenty (120) business days following receipt of the fully executed agreement. A project timeline will be } submitted to staff at the Kick -Off Meeting, indicating trip details and delivery dates. We will make a minimum of three trips to Southlake during the project. 1 PROJECT FEES i The total fee for completion of this work is $40,000 payable in three installments; 1. $15,000 upon execution of the agreement 2. $15,000 upon completion of the Demand Analysis 3. $10,000 upon presentation of the final strategy Project fees are payable within 15 days after receipt of the invoice. ANNUAL SUBSCRIPTION SERVICE We are available to perform ongoing retail outreach efforts and update all data reports on an annual basis. This proposal is valid for at least 90 (ninety) days. 22 REFERENCES ' Ray Dunlap Community Development Manager ? Town of Fairview I 372 Town Place Fairview, Texas 75069 972,886,4222 rdunlap@fairviewtexas.org Barry Steele (Consultant for Hickory Creek and Lake Dallas) President Economic Development Consulting Services, LLC P.O. Box 837 Lake Dallas, TX 75065-0837 469.628,4729 barrysteelebiz@me.com Michelle Hill Economic Development Specialist City Commerce City 7887 E. 60th Avenue Commerce City, Colorado 80022 303.289.3730 mhill@c3gov.com Norman Wright, AICP Director of Development Services City of Columbia 700 North Garden Street Columbia, Tennessee 38401 931.560,1560 nwright@columbiatn.com Dave Quinn, CEcD Executive Director Bastrop Economic Development Corporation 903 Main Street Bastrop, Texas 78602 512.629.7003 dquinn@bastropedc.org Carolyn Gibson -Baron Economic Development Director City of Gonzales 820 St. Joseph Street Gonzales, Texas 78629 830.672.2815 cgibson@cityofgonzales.org Cindi Lane Economic Development Specialist The Colony Economic Development Corporation 6800 Main Street The Colony, Texas 75056 972.624.3127 edc@thecolonytx.gov 23 rR Tht,-)RetailCoachjl Now loon a n ■ 0 ONE NMI I MEN .�.�.,�' ■ice � �'� DRIVING CHANGE: THE RETAIL COACH'S LICENSE PLATE SURVEY TRANSFORMS HOW RETAIL TRADE AREAS ARE DETERMINED CHALLENGE: Kite Realty Group Trust of Indiana had vacant space in its f , Sunland Towne Center in El Paso, Texas. And they knew the popular retailer that they wanted to recruit to the cen- ter: Sprouts Farmers Market. The challenge was convinc- ing site selectors that Sunland Towne Center had a large 1 enough customer draw for Sprouts to be successful. L! Your license plane study helped, and the deal was done!" i Leslie Mastin I Leasing Research Analyst Kite Realty Group Trust It's cost effective, complete and credible data on your consumer demand. Learn more: 800-851-0962 I info@theretailcoach.net www.theretailcoach.net SOLUTION: Kite Realty contacted The Retail Coach to help quantify cus- tomer traffic at the center through a License Plate Analysis. The Retail Coach pioneered this method to provide clients the most complete and credible data about consumer demand. METHODOLGY: The Retail Coach collected and cataloged license plate sam- ples from consumers shopping at Sunland Towne Cen- ter morning, noon and night over a two-day period. Using the license plate samples, data analysts conducted a search of the addresses to determine the locational source of each customer. These locations were plotted to develop and sup- port a thorough picture of the geographical boundaries of Sunland Towne Center's Primary and Secondary Retail Trade Areas. The potential of more than 514,600 custom- ers traveling to the center to shop at Sprouts was confirmed. OUTCOME: 'this was the proof Sprouts needed, After reviewing the Li- cense Plate Survey and meeting with Kite Realty represen- tatives at the 2013 ICSC RECon conference in Las Vegas, Sprouts gave the green light. 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