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HomeMy WebLinkAbout08.07.13 Special EDA Packet ("Pi lila '°st.n vaW`e`r AGENDA SPECIAL ECONOMIC DEVELOPMENT AUTHORITY MEETING August 7, 2013 6:30 P.M. CITY COUNCIL CHAMBERS Todd Larson, Chair; Geraldine Jolley, Vice-Chair Douglas Bonar, Steve Wilson, Kirk Zeaman Action Taken 1. Call Meeting to Order 2. Pledge of Allegiance 3. Roll Call 4. Approve Agenda 5. Citizen Comments/Presentations a) Developer Presentation Recommended hotel feasibility study 6. Consent Agenda a) Meeting Minutes (6/24/13 Regular) Approved b) Bills: 6/24/13 —8/6/13 Approved c) June 2013 Financial Report Information Received 7. Public Hearings 8. Continued Business a) Approve Marketing Plan Consultant Approved Nemer Fieger 9. New Business 10. City Staff Reports/Open Forum/Discussion 11. Adjourn �o�EARMiy�� City of Farmington v 'y 430 Third Street Farmington, Minnesota c 651.280.6800•Fax 651.280.6899 www.cilarmington.mn.us TO: EDA Members FROM: David J. McKnight, City Administrator SUBJECT: Cobblestone Hotels Presentation DATE: August 7, 2013 INTRODUCTION John Seibert,Vice President of Development for Cobblestone Hotels met with Mayor Larson and me in late July to discuss the issue of a hotel in Farmington. After discussing this issue with Mr. Seibert,the Mayor and I both thought a presentation to the Economic Development Authority would be appropriate. DISCUSSION Cobblestone Hotels is a chain that markets itself to smaller cities that are not served by the larger chain hotels. They currently have 25 hotels throughout the Midwest and have ten additional projects under consideration. They typically are 31, 36 or 44 room facilities located on approximately 1.5 acres. John Seibert will be in attendance at your August meeting to make a presentation to you and answer any questions that you may have. Mr. Seibert will present a wealth of information on Cobblestone Hotels, and their potential interest in the City of Farmington. If there is an interest in this project, Mr. Seibert has requested that the City fund a feasibility study to determine the market for a hotel in Farmington. These studies typically run between $5,000 and$10,000. BUDGET IMPACT To be determined. ACTION REQUESTED Hear the presentation from Cobblestone Hotels and direct staff on the issue of a feasibility study and make a recommendation to the City Council on this issue. Respectfully submitted, David J. McKnight City Administrator 2 MINUTES ECONOMIC DEVELOPMENT AUTHORITY Regular Meeting June 24, 2013 1. CALL TO ORDER The meeting was called to order by Chair Larson at 6:30 p.m. Members Present: Larson, Bonar, Wilson Members Absent: Jolley,Zeaman Also Present: Lee Smick, City Planner; Cynthia Muller, Executive Assistant 2. PLEDGE OF ALLEGIANCE 3. ROLL CALL 4. APPROVE AGENDA MOTION by Wilson, second by Bonar to approve the Agenda. APIF,MOTION CARRIED. 5. CITIZEN COMMENTS/PRESENTATIONS 6. CONSENT AGENDA MOTION by Wilson, second by Bonar to approve the Consent Agenda as follows: a) Approved Meeting Minutes (5/28/13 Regular) b) Approved Bills 5/28/13—6/23/13 c) Received May 2013 Financial Report APIF,MOTION CARRIED. 7. PUBLIC HEARINGS 8. CONTINUED BUSINESS a) Business Attraction Team Marketing Ideas The Business Attraction Team held five meetings and developed a list of marketing ideas. The priorities are: - Promote Farmington to developers, brokers, Greater MSP, DEED, media - A marketing brochure -Business retention and recruitment - Talk with land owners at Pilot Knob and CR50 - Create a buzz about our town and answer why Farmington - Get in front of businesses more, highlight what they do, keep up with business visits - Follow through on a marketing plan - Sell Farmington's success rather than land; that provides the answer to Why Farmington - Stay focused! Small things can have a big impact. 3 EDA Minutes(Regular) June 24,2013 Page 2 Member Bonar stated there are 25 strategies and nine of them are priorities. City Planner Smick explained similar topics can be grouped together. Member Wilson strongly agreed, and to highlight the good discussions from BAT, he asked that staff bucket them into levels of priority, with a date and action items. Members agreed this could also be presented to the City Council. 9. NEW BUSINESS a) CDBG Funds Status Report In December 2012,the EDA approved receiving$37,810 for FY2013. The CDA is providing us with$5,300 more, for a total of$43,186 for FY2013. City Planner Smick reviewed the CDBG fund balances. Residential Rehabilitation - $33,830 was received in 2012 and has been committed, Commercial Rehabilitation- $21,305.20 was received in 2010 and staff is proposing adding$1,986 in 2013. Business Development Grant—Staff is proposing placing$35,000 in this fund. Public Service—Senior Center- $16,000 was received in 2011. Staff is allowing a maximum scholarship of$50/person for those who meet the requirement of 62 years of age. Microenterprise- $23,800 was received in 2011. Staff is proposing putting this entire amount into the marketing plan. There has only been one request for rental assistance in six years. Marketing Plan—We have the$23,800 from the Microenterprise fund and staff is proposing to add$6,200 in 2013 for a total of$30,000 to be used for a marketing plan. MOTION by Wilson, second by Bonar to approve the reallocation of FY2013 CDBG funds and forward the recommendation to the July 1, 2013, City Council meeting. APIF,MOTION CARRIED. Member Bonar understood the scholarship program approved in February for the Rambling River Center was for people in need. Based upon the allocation,the need must be age based, rather than income need. Staff explained in some cases it meets the requirement of 62 years and the low-moderate income. Member Bonar confirmed you do not have to have a low-moderate income, but just be 62 years of age. Staff agreed, and added this is also for programming. Member Bonar noted he was not in favor of this. b) Approve Request for Proposals Advertising Firm Cities can use CDBG money to hire consultants for economic development planning activities. This includes preparation of plans, analysis, studies, gathering data, and provide actions to implement. It does not include expanding on the implementation, such as creating a radio spot. 4 EDA Minutes(Regular) June 24,2013 Page 3 Staff is recommending a marketing budget of$30,000,based on other cities. Member Bonar asked about the return on investment other cities have seen and if they had to do it again, would they? City Planner Smick replied they would , because they were told how to implement, where to place logos, etc. EDA members agreed to continue using the GROW logo as a brand. Another portion of the RFP is marketing strategies and how to get the word out, and how to meet implementation steps. Chair Larson stated what he would like to see with the marketing strategy information, is what the company has tried, where, and the result. Member Wilson agreed with using the GROW logo for branding. He asked if we should replace the City of Farmington logo with the GROW logo, but GROW is more of a marketing effort than a City identification. Chair Larson stated for this purpose, he wants to use the GROW logo. City Planner Smick stated they will be asking the consultant how to utilize the City logo. Member Wilson stated if the City comes out with a new logo,that is a big deal. Chair Larson stated a lot of work went into the GROW logo, it is more of a marketing tool and that is what we are after here. He does not want to design something new, when we have tools we can use now. Staff will also be asking the marketing consultant about switching out the wording on the GROW logo. Member Wilson stated we will spend x amount of dollars on marketing. There will be some expense related to execution. Council has to say they are willing to spend x amount of dollars and commit to it and follow through on execution. Otherwise, all these efforts are another shelf item. Council needs to commit, or not spend the money at all. Member Wilson felt the timeframe of six months is a long time. The RFP will go to Council on July 1, 2013,and mailed out to marketing firms on July 2, 2013. Members discussed whether to have the proposals due July 22, or July 29, 2013, and condense the remaining steps. Chair Larson felt 90% of the information they need can be handled by staff, we know what the crowd wants, and we don't need to do that again. Staff will stop the timeline at Council selecting the consultant on August 5, 2013, and let the consultant set the rest of the timeline. The marketing plan would be completed in 2013. Members agreed as long as the consultant knows we need something in 2013. If proposals are due July 22, interviews would be July 29—31, 2013. Members agreed that the EDA should approve selecting the consultant rather than the City Council. Member Bonar recommended interviewing three consultants. Member Wilson stated with a submission,the clearer our objective,the better the proposal we will receive. Member Bonar stated what is missing is some decision makers in the RFP. There are a lot of questions, and someone responding will try to answer each question, not knowing how any decisions will be weighted. When a group meets to interview, they should have some sense of the end goal. How do we view this firm based on these attributes? We need to begin with an end in mind. What do we want to accomplish? Member Bonar suggested contacting Vicki Stute,the Chamber President, for input. Members discussed what they want to do with the 5 EDA Minutes(Regular) June 24,2013 Page 4 marketing. We want to promote the community, get attention regionally, who is our target? We have a first cost, and then there are ongoing costs, so as an EDA do we want to budget x amount each year for marketing of this plan? City Planner Smick liked the idea of having the consultant provide the return on investment. Member Bonar agreed that is their deliverable;they wrote a marketing plan that gets results. Member Wilson noted we will have to budget to keep Farmington out there continually. - Member Bonar stated what he likes with best value projects, is you put out a set of plans and specifications to a select group that have met the basic criteria. All review it and they show you opportunities for improvement. The successor has to use all the opportunities for improvement, on his plan. Two people have given you advice that the third person has to use. You can go by best value or low bid when selecting a firm. You openly compete and have the opportunity to provide something that may have been left out of the process. Members liked the best value method rather than low bid. Chair Larson suggested checking with the City Attorney. City Planner Smick noted we are using CDBG money, and they may require us to go with the low bid. Staff will check with the CDA on using best value. Member Wilson suggesting phrasing it for an amount not to exceed $30,000 so you don't have to take the lowest bid. Chair Larson suggested sending out the RFP and see how they come back. If they are too high,then we can redesign it. Evaluation criteria is included in the RFP for rating candidates. MOTION by Bonar, second by Wilson to approve the RFP and forward the recommendation to the City Council on July 1, 2013. APIF, MOTION CARRIED. c) Budget Requests for 2014 City Planner Smick proposed budget items for the 2014 budget: Open to Business- $5,000 Marketing Items -$3,500 Professional Services—Consultant $350, Other$650, Cell phone allowance $250 Dues and Subscriptions—Farmington Independent $65,Minneapolis St. Paul Business Journal $97,Positively MN Marketing Partnership $540, International Economic Development Council (IEDC) membership $395 Training and Subsistence—EDAM membership and conference $840, Broker/site selector conferences $750, IEDC training$1,840, Chamber events $100, Subsistence$1,000,Mileage reimbursement $400 Member Wilson noted we are spending$10,000 on items other than marketing. City Planner Smick explained the IEDC membership is teaching her how to get information to the EDA. There are three IEDC courses she will need to take next year and has taken three courses this year. There are two EDAM conferences per year and she is also considering nominating herself for the board. Chair Larson did not have a problem with this,but we need to take notes so we know what not to spend money on next year and what didn't work. City Planner Smick agreed. 6 EDA Minutes(Regular) June 24,2013 Page 5 Member Wilson stated there is free publicity through news stories. We need to think about how to create news that costs nothing and reach out to reporters. City Planner Smick will be contacting the Star Tribune and the Pioneer Press about what the Business Attraction Team proposed and what the EDA is doing. These newspapers have a larger audience. We need to feed them with what we are doing. The EDA reached a consensus on approving the budget requests. 10. CITY STAFF REPORTS Staff has been in contact with Mr. Severson and others regarding VRC. 11. ADJOURN MOTION by Bonar, second by Wilson to adjourn at 8:00 p.m. APIF,MOTION CARRIED. 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The Team included Mayor Todd Larson; Vicki Stute, Dakota County Regional Chamber President; Mark Lofthus, Economic Development Director for Dakota Electric; Jim Skelly, Communications Director for ISD#192; and Lee Smick. The three firms interviewed included The Wallace Group in Eagan,the Risdall Marketing Group in New . Brighten, and Nemer Fieger in Minneapolis. Nemer Fieger was the chosen group to lead the City's marketing efforts. During the interview process the Team questioned the firms on their experience with local government, ability to achieve results with high priority areas quickly, and which cities have done the best job in marketing themselves, among other questions. The Team came into the interviews with a clear front runner from the proposals received,but during the interview process,Nemer Fieger stood out as the choice for Farmington in the following categories: 1. Experience with local government. The firm has worked with the City of St. Paul among business groups to market existing business in a "Buy Local" campaign in the Central Corridor during the construction of light rail on University Avenue, 2. Ability to achieve results with high priority areas quickly. Nemer Fieger will work with the business community at meetings in early September to determine if the GROW Farmington initiative can be more advanced for the "Buy, Live Local" campaign. 3. Cities that have done the best job in marketing. Nemer Fieger will examine other communities in the discovery phase of the project. 4. Proposer's ability and capacity to meet all Requests for Proposal conditions and expectations as solely determined by the City's selection committee. Nemer Fieger met most of the conditions of the RFP, including the marketing component unequivocally. They also have experience in the hospitality area of marketing including the marketing of hotels, restaurants, and destination marketing including a number of contacts in these categories. 5. Value and price for services offered. Nemer Fieger met the value and price for consulting with the City. They were the least expensive bid at$28,500. The other firms were at$28,675 and$30,000. 10 6. Ability to complete the job in the time allotted. Nemer Fieger has proposed an ending date in late- November, approximately two weeks before the RFP due date of December 16, 2013. This will allow Farmington to have a plan for marketing the City and "hit the ground running" in January 2014. Additionally,the Team discussed the qualities of Nemer Fieger from the interview process as the following: A. Authentic and engaging. B. Clear understanding of brand identity—Explore Minnesota is one of their clients showing their ability to get all "camps" (DNR, DEED, State Tourism Council, etc.)together to achieve a common goal. C. Experienced with community development initiatives. D. Reputation in the metro area. E. Promotion in all media types such as print, social media, website planning, and TV, among others. F. Knows the potential for business opportunities in Farmington. G. Overall enthusiasm of the project. Deliverables Budget Staff Task Deadline Hours (est.) Involvement Start-up meeting 8/8/2013 2 NF/LS/EDA Status meeting* 8/23/2013 2 NF/LS Discovery(info gathering) 9/6/2013 70 NF Status meeting 9/6/2013 2 NF/LS Analysis 9/20/2013 28 NF Status meeting 9/20/2013 2 NF/LS SWOT exercise 9/27/2013 4 NF/LS/EDA/Others Status meeting 10/3/2013 2 NF/LS Ideation for Goal Creation 10/4/2013 4 NF/LS/EDA/Others Consensus Building#1 10/4/2013 1 NF/LS/EDA/Others Draft#1 10/18/2013 40 NF Status meeting/feedback 10/18/2013 2 NF/LS/EDA/Others Draft#2 11/1/2013 10 NF Status meeting/feedback 11/1/2013 2 NF/LS/EDA/Others Status meeting 11/15/2013 2 NF/LS Consensus Building#2 11/15/2013 1 NF/LS/EDA/Others Final Plan submitted 11/26/2013 20 NF/LS/EDA/Others Total 190 NF= Nemer Fieger LS= Lee Smick EDA= Economic Development Authority * We recommend face-to-face status meetings every two weeks. Phone meetings will take place in the interim when necessary. 11 Nemer Fieger's proposed RFP schedule for the project is shown above. A detailed schedule will be forthcoming upon approval of the firm by the EDA on August 7, 2013. EDA members are encouraged to review the attached RFP proposal received by the City on July 24, 2013. ACTION REQUESTED Review the attached RFP,the tentative schedule and approve the recommendation by the Interview Team to hire Nemer Fieger as the marketing consultant for Farmington's Marketing Plan at a fee of$28,500. Respectfully submitted, Lee Smick, AICP CNU-A City Planner/Economic Development 12 ,fir 47.T7'7e•t;77. ;7";m, 7r4',,. 4• 77',.s"`r: sr°;7 p<7'P' '--r , ' . 'a,, _ :9 .V* 74r 74a`" ;fr A d '.fi' r •• p �. ' . ..,-4, i - �.'� iAR�Ij . .- . formill 0 . Ofilli66> .Y i - '"• 8149;, <M1 '.'. Td kfi ir•,,,,.�tt �OGOA 4 *G.��7:, .i .7 ft P /7,-* - ,'''', ,, 4a t.r..,; ',...1 ' .'",,• ,. ,,, .„, &ail 1 •; 0, 4..r.,,'-:„..-,,. :4 .. \ '.'k,::. •gig,7 CX • ..M y . a' CITY I!NGTON Farmington n ton J . , „... 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Our initial thought is that Nemer Fieger is similar to Farmington in a number of ways: ,f; v .j;-, •While we haven't been around since 1872,we do have a relatively long history(1957)of providing €-- .`' -.„` advertising, marketing and public relations solutions to our clients.Several of our client relationships have :''vir,;.,,,a continued for decades—pretty rare in our industry! ,„'-,- _,41----..,,;:‘ ,• . , . • Farmington's location is convenient to the rest of the metro area.Your residents can commute to °_'•,7,:'., downtown Minneapolis or St. Paul with ease,or work close to home.Our St.Louis Park offices are '; ,1,4„-,,,,e,,, - well-situated on Excelsior Boulevard just west of MN-100, easy for our team,our clients and our valued ¢ °;,.rk..-°•`. . media partners. ���x,,as c, r;'4 .*f..}4.p •• Farmington has a family-oriented spirit.A small town with a growth orientation. Nemer Fieger's staff of l „, -¢, :i:,4, 32 is like a family,too.Proud but humble.Aggressive in spirit. Pragmatic and fiscally conservative. ,,}:A r,=;_ What we're going to do for and with Farmington is build a strategic marketing plan that,when !-'*:,..:--;.4.-.5?':' ' implemented,will pave the way for economic development for the City.Growth can come two ways, .?--,,,.',1-, organically i.e.through expansion of existing Farmington businesses and through cultivation of '` relationships outside of Farmington that leads to new development.That may sound pretty Y basic,but there's actually a lot to it.We have to have a plan that links strategies and tactics to goals and specific 1 - ` objectives that come from Farmington's growth intentions. Planning the work is one thing.More than that, a we have to have the discipline to work the plan.And continue to evolve the plan as we monitor business .''.-- xt;'=:� conditions and our progress. g;t`,-h; F . Our plan will look at how the myriad local communities within 30 miles of Minneapolis and St.Paul's •. - D:-,`.,,., downtowns—our competitive set,market themselves;assess Farmington's current communication tactics; do a frank evaluation of what Farmington has to offer as it pursues economic development, develop a realistic target list, differentiate Farmington from its competition and develop new communication tools. The result of implementing the plan will mean,over time,the face of business conducted in Farmington will be different.A new mix of retail/hospitality,commercial and industrial enterprises that will make the -,m- --',<;,_ f='.: good life already enjoyed in Farmington even better. a , _'°.- ® Nemer Fieger Experience Founded in 1957, Nemer Fieger is a full-service advertising, marketing communications and public relations - firm,based in St.Louis Park.We've been fortunate to serve a diverse roster of clients across many industries. t'r. •,.4. Our roots are in hospitality(hotels, restaurants and destination marketing)and motion pictures. For years, Nemer Fieger has been recognized for our regional work promoting Hollywood Studios.We continue to _,.: ,, ',f-'-''.' , represent several studios for publicity and promotion.Our current work in hospitality includes relationships ° � `` with Visit Richfield,Wildfire Restaurant and Subway Restaurants. In fact,we represent Subway in ten DMAs .,,e, -_ °') (TV markets)in Wisconsin, Illinois, Iowa,the Dakotas and Minnesota.All told,nearly 1000 stores, including _. ;,, two in Farmington! ,, , ,-;- In 2013,we also introduced a new event to the region,the 10,000 Lakes Concours d'Elegance. This was p , j; -' ``' the first-ever ticketed event held at the Excelsior Commons, on the shores of Lake Minnetonka.The official , = show program is attached. :mss ` _ f ,M The market knowledge and creative skills we offer have led to several client relationships in the franchise ° operations, multi-unit retail sector. Today we represent Snap Fitness, Bachman's, Frattallone's Ace Hardware ,1„,-, .,;- and the Apple Auto Group. 1 P=, :'/. .;,, SlI.� p,„M.,Yri7 h Frattallones .t Hardware&Garden Made Easy. OncoursdEi gcinec � `e :« ¢ COURAGE UNIVERSAL.suBwA / ® e- BUCK HILL r%`.,,•?r -; 1 CENTER ,1/ p�„... t� wt,,, Great Clips K•' GLOBAL °'Y,7,14,4:'4 '4 _, • •0,° ((AppleAutos i MAX A ➢°®PENTAIR BRIDGING c,.1?` A`�:.#ii Ym",. nemerfiieger 2 r-r 14 Specific to the Farmington project,we have extensive experience working within public sector marketing and branding including: •Midtown Global Market-agency-of-record for this facility at Lake Street and 10th Avenue South in Minneapolis,giving new and emerging entrepreneurs a prime location and support to build a business. •University Avenue Central Corridor(through the City of St.Paul,the Midway Chamber of Commerce, the Metropolitan Council and several neighborhood retail business groups).We coordinated events and P 9 9 P n.. , �,.-;.,;•;�$, .r promotions and performed media relations work. •Discover St.Louis Park-Media planning/buying and public relations work to launch and promote St. Louis Park's visitors'bureau. •St.Paul Winter Carnival-More than a decade of creating annual public relations and promotions for the ".' : - • nation's oldest and largest winter festival. .s, •Minneapolis Aquatennial-Proudly worked on the public relations and promotions for The Ten Best Days of Summer,through the Minneapolis Downtown Council. .R. la CASE STUDIES Discover Central Corridor Grassroots Buy Local Campaign Funded by Central Corridor Funders Collaborative Giant to MItlway Chamber of Commerce ;' Nemer Fieger successfully worked with Central Corridor businesses to communicate to customers and the community,that even during construction,area businesses are unique, interesting and open for business. Our"Discover Central Corridor" efforts leveraged a small budget to make the kinds of connections := between customers and businesses that helped see them through construction to take advantage of the opportunities that will come with the opening of the Central Corridor'Green'line. With a budget of$125,000,we have planned and implemented a coordinated campaign comprised of a series of events, media relations/earned media efforts,creation and distribution of 100,000(no-cost to 7f businesses)coupon book, a guerrilla street team effort directly touching thousands of people at 14 events and more.We extended the budget by forging partnerships and sponsorships with corporations such as Target, CUB Foods and MSP publications. Our work included a progressive dinner that brought 200 new customers directly into 12 restaurants on the Corridor.Working with the Midway Chamber of Commerce, members of our team grew"Lunch on the Avenue,"that routinely brings crowds of 30 or more into Central Corridor businesses at lunch time. We developed the "Look Beyond the Barricades"campaign and introduced Discover Central Corridor branding throughout the metropolitan area.The chief funder of this work,the Central Corridor Funders Collaborative, recognized the success of our efforts and provided an additional $75,000 in funding to a. .. continue the efforts through March of 2012.In the course of our work on behalf of the Central Corridor, we developed a number of creative communications tactics that we intend to carry over into the new contract. lta Bus Sides * ` w_ 3. i ' ar etro Transit. � a a MORE THAN 700 arr1�e�i looa �� �� WAYS TO BUY LOCAL Okibp‘ -,. DlecoverCentrefCortlGOr cam 9p' ., ��� • .. .. .- ... - M CONNECTING COMMUNITIES. p'q" �A�L CONNECTING BUSINESSES. 'g V'914 e - 17 "�' 10,•q �4 T DiscovorCentniCorrldorcum (4- ® Gopher Video The video at this link was produced in cooperation with Gopher Sports Properties as part of a Discover =;k j••r,• Central Corridor sponsorship. vvww.facebook.com/photo.php?v=616425771055 nemerfileger 3 15 U "Look Beyond the Barricades" Public: ri6" ;i. for leleiisiun This public service announcement was written and directed by Nemer Fieger's creative team. It was produced "4' at no cost to the project through a donation arranged by the Midway Chamber and their member WUCW-TV. r. -- p j g g Y Y www.nemerfieger.com/Centralcorridor.aaspx y fir, 1iIt: I 1` ` ,,,,, 45.. �: 4+ L a '.L ' ''� E t,t ,Il('C'. ,'�`+\' ``'`'`,-.',`, ' \\'�\�`"��'+\`.\1,y'��'��\� 's ` �� '1,',. P ' 1_, ‘, t 41 3< ,UNTRAIMDARIDOR i `., . ( yam, /iF - F `�.� ' �_'♦ LOOK BEYOND THE BARRICADES •.r ., 31 -- �i i �, w'•lG' .' - DiscoverCentr.ICorridorcoo. r.::`. - Coupon Book The project produced 100,000 coupon books.All businesses on the Corridor were offered the opportunity to ' participate for free.Thirty-five businesses participated.They were distributed through local events, college v campuses,guerrilla street team appearances at 14 community events,corporate partnerships and area s -;:g,,: !--.. businesses. q{� � .; UNIVERSITY '' aY ©/J 1 '�W. �Ni w VY(MOE ;.4 I BUY LOCAL s<< ��o jpCA .' e'' .r`,a.,r'� BUY' • r: . rg p. , ® Outcome and Effectiveness of the Project The 2011 direct marketing tactics and public outreach efforts produced more than $441,000 in earned media coverage through its first six months,drawn hundreds of new faces to events,and delivered specific messages about specific businesses to customers along the entire Central Corridor.On an investment of$125,000,the ad equivalency alone represents a return of 300 percent.The Discover ,,; Central Corridor Coupon book produced more than 675 redemptions at one business who reported 'A " ' ' " more than $4,000 in sales and a demand for a second coupon book.These measurements do not ,'_ r,, include activities since August,2011 that have produced significantly more impressions including: -;-°: •Sponsorship of opening day at U of M—TCF Stadium : P -'. •The Central Corridor Progressive Dinner sponsored by Target and Mpls.St. Paul Magazine : •Distribution of an additional 20,000 Discover Central Corridor coupon books K_.-'`-;= -f The Central Corridor Funders Collaborative requested that our work continue through March 2012 and 7 - -'' recently awarded an additional $75,000 grant. y_..s.. Midtown Global Market(MGM) ,r`" N`. -sn ,•J Cuira,:tary tf \Nook ',` 'Y • Provide strategy and research for on-going marketing efforts,working directly with the MGM staff and rd _:' '`,' t business owners on a daily basis. •Coordinate and assist in event creation/implementation, including ethnic holiday celebrations such as f .,,, .. .,- ,_, Chinese New Year, Kwanzaa, La Posada, etc. •Coordinate media and public relations efforts on behalf of the overall Market and individual businesses within the Market. `~' • Plan and execute grand opening celebrations for MGM businesses. sus`A;nra' 'r`' • Create and manage relationships with non-profits,service providers, partners and others to create and r< <-. _., _ implement cohesive day in and day out activities for neighborhood, region,suburban visitors and tourists. x• _ .:..,,, El Outcome and Effectiveness of the Project :„ Results are continued traffic increases and an average of over$100,000+worth of earned media exposure per month and strong vendor retention and expansion.Specific visitor traffic is proprietary. Ite , of 4 16 F 4,: . m Media Buying and Planning Nemer Fieger's media staff of five strategists, buyers and planners place over$35 million in print, broadcast ;' (radio,TV and cable),Internet and out-of-home media i.e.outdoor,transit,trucksides,etc. K � 7A y i And on behalf of a number of our clients,we coordinate Facebook and Pinterest pages, blog,tweet and engage in other social media efforts.As communication needs evolve and methods of information retrieval change,we've stayed current across all media channels. ',z }: �a. r a ""�`' � -"` Through our process we endeavor to: .0, • Leverage available resources "; ':�`` ' • Be inclusive—to the extent stakeholders should or want to be involved,we involve them ` .`_ •Avoid unnecessary reinvention of the wheel •Adopt Best Practices ry' • Update and Modify as necessary ,0,,i0,7 rfior.s, ,. f :3 a Key Tasks ¢,Y We see the Key Tasks as falling into several "buckets". t vi o Discovery , * What are all the things we need to know in order to develop a meaningful plan? 97/4;„ Here a partial list of information needed: ' •What tools are by used to sell Farmington now? R; 1" •Who are the target audiences for Farmington's economic development program? ./-7,' 6 Who are the other stakeholders? : V*-1`'' , • How are the audiences engaged now? ;4, s4• •Are there"best practices" in play for economic development by other cities here in MN or elsewhere? �* ',r=f=;;`; • How is Farmington's Business Retention and Expansion(BRE)program structured? •What do current Farmington business owners/operators think about doing business there? r#wk°'�, ' %': •Why have businesses come to Farmington? r` ' " If they didn't choose Farmington,why have they chosen to go elsewhere?And so on... Analysis—What actions are indicated by the information we're able to gather? ..tr .;,`. SWOT Exercise—involving Lee Smick,the EDA,other interested parties ✓ <- , -: ' Ideation—From our SWOT exercise,we generate ideas that lead to setting of goals and objectives, '°-` strategies and tactics ". ,„-',,,./...f.,*,, Consensus-building#1—a significant progress-check;are we all in agreement on direction-to-date? s,:: "f.-r Draft#1—prepared and presented to Lee Smick and EDA;feedback received ,-.4-r�. `-'• Draft#2—additional feedback received J`,;=- ;-; "'/ ,� .. ,- , a Cost Estimate �.` .,r x, Hours for our key tasks are detailed in the preceding chart.We estimate 190 total hours for the assignment . and will ensure we do not exceed that number. Nemer Fieger offers a blended hourly rate of$150/hour for . ,� services rendered.The blended rate includes time for creative involvement, research, account management `, and the writing/development of the final marketing plan itself. .. 190 hours®$150/hour=$28,500 "fir,ef ; /14 There may be some production costs associated with creation of the final marketing plan e.g.materials, copying,etc. Those charges would be in addition to the cost for hours, but wouldn't be significant. 1 '/2:// ' e References '' . i Jeff Alexander,Director of Real Estate,Operations and Market Management, MIDTOWN GLOBAL MARKET ,e A 612.876.4451 jalexander©ndc-mn.org(on-going work with Midtown Global Market) =.41: '' `,- Kari Canfield, Executive Director, MIDWAY CHAMBER OF COMMERCE, 651.646.2636 kari@midwaychamber.com (work on the Central Corridor project) '? ' Burgess Harrison, Regional Marketing Manager,FRONTIER COMMUNICATIONS �,yi +. 952.435.4725 burgess.harrison©fronter.com (media planning and buying,some strategy, local events) 7 ' /,',/,... ' ',":91,4,,,:' ',4f". yz..„,: ,..",- „,„„,,, ,,,, ,,,,,,,. ..,,,::,.,,,,,,:::,,,,, ,... _„,,,,,..„,, -,,,..„,,,,,,,,,,,,, . „,..,,,,,,,,,,, ,,,,,„,,,,r,i,,. „,,,,,,,,,,,,,. {741: " x $,mss` N � 4 } 1;e55f 4404 Kiy*I0 tli norleger 7 f,