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HomeMy WebLinkAbout10-22-20 MINUTES ECONOMIC DEVELOPMENT AUTHORITY Regular Meeting October 22, 2020 1. CALL TO ORDER The meeting was called to order by Chair Simmons at 6:00 p.m. Members Present: Simmons, Butterfield, Cordes, Hudlemeyer, Wilson Members Absent: Bernhjelm, Craig Also Present: Adam Kienberger, Community Development Director; Natalie Mouilso, Open to Business Advisor 2. PLEDGE OFALLEGIANCE 3. ROLL CALL 4. APPROVE AGENDA Member Craig had asked Chair Simmons to add an item relating to a downtown holiday festival. MOTION by Hudlemeyer, second by Butterfield to approve the Agenda and add the requested item. APIF, MOTION CARRIED. 5. CITIZEN COMMENTSITRESENTA TIONS 6. CONSENT AGENDA MOTION by Cordes, second by Butterfield to approve the Consent Agenda as follows: a) Approved Meeting Minutes (September 24, 2020, Regular Meeting) b) Received Monthly Financial Statements APIF,MOTION CARRIED. 7. PUBLIC HEARINGS 8. DISCUSSION ITEMS a) Open to Business Update Ms. Natalie Mouilso, Open to Business Advisor, introduced herself and provided an update on the program. This program continues to provide one-on-one support to new and existing business owners at no cost. Farmington has had 11 businesses obtain assistance and she has worked with 11 Farmington residents. She asked EDA members to encourage businesses to contact her if they need assistance. Staff often works on the regulatory side for businesses, so they have sent entrepreneurs to Open to Business to help with what they can do. The next time she attends, members would like to hear what is working and not working with committees in other cities. She responds to inquiries within one business day and has weekly office hours, which will be on the Farmington website. One major concern the EDA has is a handful of Farmington businesses have relocated EDA Minutes(Regular) October 22,2020 Page 2 just over the border in other cities. One major business concern was the cost for leasing property in Farmington was as high or higher than space in other locations which are more visible. Businesses have suggested having someone to advocate with the landlord on lease rates. Ms. Mouilso stated she is well versed in lease negotiations and has already helped a handful of business owners with that. She is willing to talk to anyone about leasing. Open to Business services are free and confidential. Members discussed empty buildings. Some building owners are out of touch with market rates, etc. and for some renting their building is not a priority. Staff reminded the EDA of the Redevelopment Program discussed at the last meeting. We could actively promote that program to building owners similar to what we did with the Fagade Program. Members asked about her relationship with Farmington bankers. She will help business owners with taking a plan to a bank to see if they will work with them, and if not, try another bank. Staff has given her a list of local banks so that is on the top of her to do list. Open to Business can partner with banks to fill any gaps. There is a 50/50 split with current and new businesses. She has received a lot of calls from home-based businesses that want to move to a building in 2021. b) Marketing and Communications Strategy In September, staff asked if there was anything the EDA wanted to change in their 2019-2021 Strategic Plan. The discussion involved three main communication themes—partnership, promotion and perception. In 2013, the EDA commissioned a marketing plan. Many of the findings are still relevant to the work the EDA wishes to continue. In 2017 the Urban Land Institute provided an outside perspective via their"Navigating Your Competitive Future Workshop." Much of the work staff has done over the past several years and continues to do today are based largely on the key findings of the 2013 Marketing Plan: 1. Deepen relationships with Farmington business owners through an aggressive business retention and expansion program. 2. Get closer to land owners/developers in order to be better prepared for industrial development in the city. 3. Get connected to site selectors and business owners who conduct site searches in the area. 4. Get smarter about the industry through active participation in industry associations like Economic Development Association of Minnesota(EDAM) and Minnesota Commercial Association of Realtors (MNCAR). The current business retention and expansion program is an initial step in re- establishing communication with local businesses. A letter was sent to 216 businesses to establish a connection with them. The results of the BR&E survey will be presented at the next EDA meeting. The EDA has implemented several new tools and initiatives to support local development including a revised business subsidy policy, TIF and tax abatement policies, a new tool for site readiness, commercial rehabilitation grant program EDA Minutes(Regular) October 22,2020 Page 3 (CDBG), a facade improvement grant program, city utility fee program and the recently enacted redevelopment and reinvestment grant program. Initiatives include the Downtown Redevelopment Plan, participation in the updating of the 2040 Comprehensive Plan, Trunk Highway 3 Corridor Small Area Plan and the recently launched BR&E program. The EDA has provided direction to focus on the marketing and communication of this groundwork. This can be accomplished via partnership, promotion and perception. Partnership—The city maintains active partnerships with myriad groups, agencies and professionals. These partnerships are leveraged to further the goals of the EDA on a daily basis. For example, staff meets monthly with the Dakota County Regional Chamber; staff has bi-monthly meetings with the CDA, etc. Promotion—The EDA provided guidance on updating the city's website to include a more "bucketed" approach for local resources. Other promotional activities that can occur in the remainder of 2020 and into the first quarter of 2021 include: - Completing the initial BR&E program - Social media"business campaign" in collaboration with our communications department - Relaunch and promote ribbon cuttings when safe for public gatherings - Engaging our partners with a frequent and consistent positive message - Highlighting new business openings/celebrations via city"Currents" newsletter - Direct outreach of established tools and programs through the Open to Business program advisor Perception—One of the biggest challenges is steering and responding to negative perceptions of the community. One way to mitigate negativity would be to utilize specific key messages through elected and appointed officials. Previously discussed key messages include: - Farmington is business friendly(easy to work with) - Farmington cares and will help you grow your business (knowledgeable of resources) - Professional staff to facilitate the process and assist you in meeting your goals (customer-focused) - Hometown feel (differentiator from other suburban communities) Members would like to see more meat to the website as far as attracting new businesses. Members discussed having space downtown for a business incubator. Staff asked where we want to focus energy and resources. We could dedicate resources to revamping the website. We could work with our communications department to develop a social media campaign on promoting good work and EDA Minutes(Regular) October 22,2020 Page 4 partnerships within the city. Members noted who we are trying to target should drive the type of marketing message we use. Chair Simmons summarized the discussion as revising this discussion to be a targeted and tiered communication plan; a more specific plan that describes who the audience is, what is our timeline, what is the messaging,what platforms are we going to use. Update the website such as the landing page, the"why Farmington" should be front and center that would appeal to businesses. We have more staff supporting the marketing and communications work than we have in the past, so she would not feel comfortable allocating more dollars for an outside vendor or an external consultant. She would like to see current staff work on the priorities. Members felt we do not need a complete marketing revamp. Simplistic, authentic communication have come to the forefront. No flair, but highlighting people and success rates have played out strong in 2020 from a marketing standpoint. Focus on the people who make those things happen and let the rest cultivate naturally. Members agreed staff could handle any marketing updates needed. Members discussed having more story telling marketing; how the community supported businesses that were about to move or close in order to keep them here. Staff will discuss what can be done and a timeframe. C) City Council Update No information was provided. d) Downtown Holiday Festival Councilmember Craig has been working with the FBA and the downtown businesses would like to have a multi-weekend holiday festival downtown this year. Some of the barriers for them to do this is advertising in the entire south metro which has a cost of about $500. They also want to have a food vendor, outdoor singers, incentives to come into stores, etc. They would like to start this tradition this year if they can overcome the barriers. She asked if the EDA sees any opportunity to assist them with any of the financial barriers, such as bringing in a vendor, horse and buggy, advertising, etc. Chair Simmons would like to see this happen, but she is concerned that we are offering this in response. We should have an objective or program that we are using. If we are sponsoring things with city dollars we would have to make sure we are promoting the public health practice. The EDA has not interacted monetarily with other events. Members recalled a similar event has been held at the Fairgrounds the last few years. Staff noted in talking with the city attorney about the expenditure of public dollars toward a non-profit for a donation, we do have the ability to provide a donation to an eligible non-profit. An ask should be formally prepared and presented to the EDA for financial assistance for the activity. If the EDA wants to do this, we would adopt a resolution that would support that and provide that at the conclusion of a successful event. Members noted we are 60 days away and that is a lot of work to get off the ground. This should have been addressed in August. If they are hinging the success on this whether the EDA will donate money, that is not in our wheelhouse as an EDA. Members noted there are a lot of non-profits EDA Minutes(Regular) October 22,2020 Page 5 and this opens the door to everyone. Chair Simmons suggested this be a part of a program to support businesses next year and include it in the strategic plan. A summary back to the FBA would be more discussion is needed to develop a program to do these sorts of things and it is not a priority for the EDA this year. Staff will respond to Councilmember Craig. 9. DIRECTOR'S REPORT a) October Director's Report Dakota County authorized a second round of the small business relief program. Applications will open October 26—November 6, 2020. Home based businesses are eligible. Our role is to promote this program. The Dakota County Board allocated$5 million of their CARES act in a very short time period. It is first come, first served. Chair Simmons asked for the next meeting that a standing item of action items be added to start the meeting. 10. ADJOURN MOTION by Cordes, second by Wilson to adjourn at 8:15 p.m. APIF,MOTION CARRIED. Respectfully submitted, Cw wtKu, MiAter Cynthia Muller Administrative Assistant