Loading...
04/27/1992DOWNTOWN DEVELOPMENT BOARD MEETING April 27, 1992 Present: Carol Horne-Warren, Vice-Chairperson Sarah Caudell Dennis Dean Walter Powell Lillian Trickel Phil Henderson Mayor Rita Garvey, Ex-Officio Member Absent: Mary Vaughan, Chairman Lee Regulski, Ex-Officio Member Also present: Jerry Sternstein, Economic Development Director Sue Diana, Assistant City Clerk The meeting was called to order by the Vice-Chairman at 5:30 a.m. in the City of Clearwater Commission Chambers and the following items were discussed. Item I - Approval of the Minutes of the March 30, 1992 Meeting Ms. Caudell requested a name correction from "Ted" to "Terry" on page 5 under "Citizen Comments." Mr. Powell moved to approve the minutes of the March 30, 1992 meeting as corrected. The motion was duly seconded and carried unanimously. Item II. - Approval of the Financial Statement of It was pointed out the April 30, 1992 date on the statement was incorrect and would be corrected to read March 31, 1992. Ms. Trickel moved to approve the March 31, 1992 financial statement as corrected. The motion was duly seconded and carried unanimously. Item III. - Sunshine Law The City Attorney was unable to attend the meeting to discuss the sunshine law. Item IV. - Agency Report by Pearson, Thomas/LKW on the Downtown Recruitment Program Mike Thomas, president of Pearson, Thomas/LKW gave a report on the recruitment program. He said the program focuses on improving the presence of downtown Clearwater in local, regional and national markets. Major redevelopment projects such as the East End project and the Maas Brothers property have created momentum for an image building program. He said the 1991-92 marketing objectives emphasized the East End project with the RFQ process having been started. He said there are many cities with active redevelopment programs and it is important that Clearwater be aggressive to attract interest. The recruitment program will be a start up program for the downtown and needs to be an ongoing project to be successful. He said the objective of the program is to develop interest through written requests, phone calls, network referrals and word of mouth. Jean Sherry, Pearson, Thomas/LKW, said the proposed program uses a systematic approach based on extensive research including the Moran Stahl & Boyer report, Hunter Interests, Inc., CACI, Inc., National Decision Systems and C-Map. The markets gleaned from this research were in the office and retail industry sectors. Michael Cochran, founder and president of C-Map, stated that geographic research looks at the special relationships between populations and resources. Descriptive research provides basic facts making no attempt to look into the future and quantitative research uses statistical analysis to provide models. Study resources included Claritas/NPDC and the census bureau. Two basic study areas commonly used are the ring study and the isochrone study or lines of equal time. He said the data obtained from utilizing travel time zones as study areas have a direct relationship to consumer behavior. He said based on the Consumer Spending Pattern (CSP) report for each time zone in the primary market area and SIC codes which are used to identify markets potential markets of opportunity included apparel and accessories, home furnishings and equipment and eating and drinking places, insurance carriers, motion pictures, amusement and recreation service and educational services. Ms. Sherry spoke on marketing strategies in the direct mail, media and public relations areas. She said three part mailings would be done targeted to SIC codes and suggested a format be developed allowing real estate partners to promote their leasable space. Direct media would target a broader audience or area. Publications could be scheduled to coincide with an editorial focus of importance. She said a public relations program could capitalize on the current momentum to reach targets. She suggested structuring a timeline for the remainder of the fiscal year. She reviewed the three basic areas of budget planning which included the current DDB promotion budget, the proposed recruitment budget for the balance of 1991/92 and a preliminary budget for the 1992/93 recruitment program. She discussed changing the "signature" photo of the downtown and using new inserts in the downtown mailout brochure. The Vice-Chairman left the meeting at some point during the presentation. There was discussion regarding the need for an inventory of all retail and office space in the downtown. It was indicated data bases could be utilized to match prospects to markets and that it was important to provide timely responses to leads and a system of tracking. In response to a question, it was indicated ring or isochrone studies are used to look at supply and demand for a particular area. Ms. Sherry indicated Mr. Cochran provides a mapping service that the agency can not do and he would be a partner in the program if agreeable to the board. In response to what this service would cost, it was indicated it was not known at this time. Discussion ensued in regard to the amount of money already spent for programs to promote the downtown and what has been accomplished so far. It was indicated the communication provided to the business community and the work in regard in the East End project has been outstanding. Concern was expressed in regard to the development of the downtown core and it was indicated a downtown marketing brochure with changeable advertising inserts had been produced. Reference was made to the November "open door" project and it was indicated no evaluation has been provided to see if it was successful. Ms. Sherry said a report had been issued and the general feeling was there is a need for more substantial development in the downtown. A statement was made that when the money is spent an evaluation is warranted especially when it is a designated promotion. In response to a question, it was indicated the $22,600 shown expended in the 1991/92 budget distribution under the East End project included the promotional brochure, classified advertising, the ads and miscellaneous items. Ms. Sherry indicated C-mapping costs would be provided before the next meeting. There was discussion in regard to the signature photograph of the downtown and a question was raised as to why a change is being proposed. It was indicated it would be hard to duplicate its beauty; however, it is hoped that more activity can be shown in the downtown area and also it is hoped the causeway can be included. A question was raised in regard to the proposed recruitment budget for May - September, 1992 and it was indicated the money has already been allocated and this recruitment program proposes how to develop the core. A statement was made that a public relations person is needed that has a good rapport with property owners as well as the merchants. A statement was made as to whether or not the board should continue with the Pearson firm. There was a statement that there has not been a lot done to retain businesses in the downtown. Concern was expressed in regard to no visible parking and fast traffic. Ms. Sherry indicated the agency's job is to communicate, not to control traffic. Discussion ensued in regard to the DDB offering incentives to businesses to locate downtown and working with the city to address the issue of meeting codes when remodeling. It was stated the DDB was set up to promote the downtown not offer incentives with the advertising agency handling public relations. There was discussion in regard to the City Commission meeting scheduled for tomorrow to discuss downtown issues and it was felt the DDB may want to hear what direction the City is planning to take in the next few years before developing their plan. Discussion ensued in regard to the preliminary 1992-93 program budget with it being indicated there is $28,000 unallocated. A question was raised as to whether C-map services should be used at this time and it was indicated use of these services would make the program more effective. The Economic Development Director stated the agency is simply presenting a recruitment program for the Board's consideration indicating no decision needed to be made at this time. He presented the following options for the DDB's consideration: awaiting the results of tomorrow's special meeting of the City Commission regarding downtown issues before making a decision regarding the recruitment program; proceeding with a recruitment program within the context of their CRA/DDB relationship in which case CRA funds may be available; abandoning the CRA/DDB cooperative arrangement and designing their own program without any input from the agency or the City except that the program should service the taxing district; creating an administrative framework which the DDB previously had providing their own staff, accommodations and equipment; however, any change in plans would need to be submitted to the Commission prior to June 30, 1992 due to annual sunset review of the Board; or asking to be sunset if the DDB feels all their goals have been reached. A question was raised as to the distribution area of the Maddux report and whether this distribution lends itself to recruitment or promotion. It was indicated the circulation rate is 15,000, published monthly going to corporate real estate executives in Pinellas, Hillsborough, Polk, Manasota, Pasco and Sarasota counties with some national distribution. Concern was expressed whether new markets are being reached. A question was raised regarding how the recruitment program will be monitored and it was indicated this could be done by a data base or written summary report and would be tracked by the agency and/or the Economic Development staff. It was indicated C-map has the data base system to expertly track responses. Item V. - Board Comments Discussion ensued in regard to the county's interest in the film commission with concern being expressed this commission was created to benefit the City of Clearwater. It was questioned whether the DDB should be paying to start a program that is benefiting the entire county. It was indicated if the film commission becomes a joint program with the County, they would share in the expenses. It was pointed out the necessary resources are not always available within the City of Clearwater and sometimes it is necessary to find them elsewhere. It was felt the economic benefits realized could not be measured. It was indicated the commission could be handled through a consortium with Clearwater maintaining the lead role and sharing their technical expertise. Item VI. - Citizen Comments Helen Wheelis spoke in favor of the recruitment program indicating its need in the downtown and said it is critical that the Board follow-up on leads. She found the use of the C-map data base to be essential and indicated a need for customized advertising. She asked the DDB to consider redirecting additional dollars into the public relations budget. Terry Flowers spoke in favor of allotting money towards public and community relations in the downtown. He said the relationship between the DDB and CRA has worked well in benefitting the downtown over the past years. He questioned whether a threat regarding the sunset of the DDB had been made. He felt if there was a feeling the DDB should not continue, the recruitment proposal was immaterial. Pat Yagel said several of the projects listed on the advertising agenda were created, developed, presented and made possible through the use of DCA volunteers and funding provided by the DDB. She felt there was a need to personally contact property owners to get their thoughts and input and asked if any consideration had been given to the challenge presented to the board to contact property owners personally. George Kelly said he was not impressed by the proposed recruitment program. He said he took the remark about the DDB sunset as an insult. As a point of clarification, the Economic Director said there is a requirement that the DDB be subject to sunset review annually. Item VII. - Adjournment The meeting was adjourned at 7:50 p.m. Chairman Attest: Secretary