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HomeMy WebLinkAbout2004-01-08 ACE MINUTES• • • I. ALLIANCE FOR COMMERCE IN ENGLEWOOD January 8, 2004 CALL TO ORDER The regular meeting of the Alliance for Commerce in Englewood (ACE) was called to order at 11 :30 a .m . in the City Council Conference Room of the Englewood Civic Center. Chairman Pa- netta presided. Pre sent: Absent: Council Liaison: Chamber Liaison : Staff: Gue sts: Cook , Guinther, McDermott, R ees, Schalk, P anetta Vasilas , Alternate Member Ashenfelter Yurchick Ackerly Darren Hollingsworth , Business Development Specialist John Voboril , Planner Olga Wolos yn, Cit y Council Member II. APPROVAL OF MINUTES December 11, 2003 Ch airman Panetta stated the Minutes of December 11, 2003 were to be considered for approval. Ree s moved : McDermott seconded: The Minutes of December 11 , 2003 be approved as written . The motion carried unanimously on a voice vote . III. NEW BUS INESS 2004 Action Items Mr. Hollingsworth distributed a memorandum setting forth suggested Action Items for 2004. This list of Actio n Items was developed in response to a suggestion at the December meeting - ACE wished to see a list of immediate priority items that they could address in 2004 , inc ludin g: • Annual R eport, • Business Visitation program , • Information distribution to the Business Community, • Business Marketing, • ACE representative on the ESBDC Loan Committee, and • Input on the Permit Tracking System that the City is exploring . Mr. Hollingsworth noted that ACE has reviewed several items during 2003, including • The South Broadway Plan • South Platte R iver Open Space Plan • Economic Development Strategy • The Head Tax issue H:\G RO UP\BOARDS \ACE\Minutes\2004\ACE 01 -08-04 .d oc l • • • Mr. Hollingsworth led the discussion regarding preparation of the Annual Report. He noted that Mr. Rees made a very comprehensive presentation of ACE historical activities late last fall; he suggested this information be used as the Annual Report basis, and more recent activities of ACE during the last quarter of 2003 be added to the base information. Mr. Hollingsworth also noted that the Community Development Department will be preparing a departmental Annual Report , and that some of this information may be used in both reports. Mr. Hollingsworth stated that the Community Development Annual Report will be shared with ACE members at the February meeting. Mr. Hollingsworth then addressed the proposed "business visitation" program. He suggested this program would provide a good opportunity for ACE members to see and meet new and existing members of the business community, and to make those businesses visited aware of ACE and programs that might benefit the businesses . Mr. Hollingsworth acknowledged that this is a big task, but it could also be very beneficial not only to the business community, but to ACE and the City in developing or fine-tuning programs for the business community. Mr. Hollingsworth also noted that ACE has expressed interest in a SWOT analysis (strengths , weaknesses , opportunities and threats), and the business visitation program could be helpful in getting information for the SWOT Analysis Community marketing and dispersion of information to the business community was then ad- dressed by Mr. Hollingsworth. He noted that presently information is dispersed by way of the business fax, through the Chamber Newsletter, and the Englewood Ciri ze n. He noted that the City developed a Business Directory several years ago, and there is an effort to keep this infor- mation current. Mr. Hollingsworth also discussed the web site that in c ludes business contact in- formation. Efforts to promote "Buy Englewood" are being made . At the December ACE meeting , the sugges tion was made that an ACE member might also sit on the ESBDC (Englewood Sm a ll Business Development Corporation). A member of ACE that is interested in sitting on the ESBDC Board needs to be identified so that City Council and the Chamber may be aware of the interest when vacancies on the ESB DC arise. Mr. Hollingsworth briefly di scus sed the new Permit Tracking System program that the City is exploring. ACE will be asked to provide input on the system . Mr. Panetta asked if members had comments regarding the proposed 2004 Action Item list. Ms . McDermott noted that this is an ambitious list, and asked whether ACE members feel they can achieve all of these projects in 2004. Mr. Panetta asked how much time members want to com- mit to the action items; he reiterated that staff was asked to develop this list , and staff now needs feed-back. Ms. McDermott stated that preparation of an Annual Report is very important. Ms. Wolosyn entered the meeting and took her seat with the members. Mr. Panetta stated that the consensus is that an Annual Report needs to be done . H :\GROUP\BOARDS\ACE\Minutes\2 004 \ACE 0 1-08 -04 .doc 2 • • • Ms. McDermott discussed the business visitation program. She stated that while this is an im- portant action item, it will probably be the most time consuming of the items proposed. Ms. McDermott stated she would volunteer to do some of the one-on-one visitations. Mr. Hollingsworth stated that the business visitation program could provide a variety of benefits not only to the new or existing business visited , but to ACE as well. He suggested that a "business- to-business" approach might encourage freer discussion of issues than a "city representative-to- business" approach. He suggested that focus might be on a particular segment of the business community -such as restaurants, which the City is trying to attract -find out what existing res- taurant owners/managers are experiencing that may be improved upon to encourage new restau- rant outlets. Mr. Hollingsworth stated that he would be able to participate with the ACE mem- bers in the business visitation program. Mr. Cook suggested that a list of businesses be compiled and app011ioned out to members of ACE. He stated that in his opinion , he would want to visit a variety of businesses -not concen- trate on one particular segment of the business community. Mr. Cook felt that the information gleaned from focusing on one particular segment of businesses would be "distorted". Mr. Rees asked what ACE "visitors" would tell/ask the businesses they visit. Mr. Hollingsworth suggested that the ACE member would approach the business they are visiting as a representa- tive of the City . Englewood has marketing materials, such as the CD ROM and other business information to let the business being visited know what programs are available to assist them - such as the Catalyst Program if the business is located on South Broadway, the Enterprise Zone, or transmit to the business any newsworthy issue that the visitor is aware of that is being dis- cussed by the City. Mr. Hollingsworth reiterated that this program could be of help to the ACE in the SWOT analysis. Mr. Rees emphasized the need for a standardized form that all visitors could work from -same information would be impa11ed, same questions asked, etc . Mr. Rees offered the opinion that the proposed visitation program is different from the Economic Development Strategy Item #31 -Investigate and overcome regulatory and financial chal- lenges to the establishment of targeted new businesses. He agreed that the Action Items cited in the memorandum are things ACE needs to accomplish, but in his opinion the group is already doing them. He emphasized the need to concentrate on the ED Strategy program. Mr. Rees ex- pressed the opinion that the Building Department isn't "user friendly", and stressed the need to streamline the permitting process . He has seen nothing in the Strategy or the Action Item list that relates to this need. He would like to get involved in that. Mr. Cook commented that his business pulls permits all the time, and they have had nothing but good experiences working with the Building Department. Mr. Rees recalled that Mr. Schalk had numerous problems with the Building Department when he was remodeling the Gothic Theatre, and he does not think that the problems have gone away. People don't want to do work in Englewood because of problems with the Building Department. Mr. Rees commented that zon- ing and planning restrictions also present problems for development or redevelopment projects. Mr. Panetta suggested that if ACE members want to take on a pai1icular task, they should be prepared to follow through and accept responsibility for taking the task to completion. He agreed with the need for a standardized format for business visitation use. H:\GROUP\BOARDS \ACE\Minutes\2 004\ACE 01-08-04 .doc 3 • • • Mr. Schalk stated that, in his opinion, businesses do not want people coming in to talk to them or to discuss problems. People are not interested in talking to representatives from the City. He stated that business surveys have been done , and "we can get information until we are dead" - how much money have we spent on this activity. Mr. Schalk asked why we are not marketing Englewood better -get the word out to Colorado that there is reason to locate in Englewood. Mr. Schalk reiterated that we have talked about business improvement and outreach for two years -he wants to see some concrete steps taken to better the business environment. He wants to see what Englewood has done and has to offer marketed to the Denver Metro Area -make businesses aware of what we are trying to do , and do something to "excite" them -figure out a way to help businesses. Mr. Schalk stated that inclusion on the City Web site would be great. He asked how the City markets the City; how does the Chamber of Commerce market the City. He emphasized the need for more awareness of Englewood and what it offers. Mr. Schalk reiter- ated the need to spend money on marketing Englewood -not on parades or concerts in the plaza that benefit only elderly residents or young people and does nothing for the businessman. Mr. Hollingsworth discussed efforts to get marketing mate1ials out to the community and to pro- spective businesses inquiring about Englewood. He cited the successful relocation of New Bal- ance Shoes from Cherry Creek Shopping Center to Englewood , and noted that the ability of ACE membership to influence existing, new, and prospective businesses is very importa nt. Mr. Cook commented that he is a member of the South Metro Denver Chamber of Commerce, and has attended one of their member "mixers"; he noted that probably 1,000 people attend these events, and it is an excellent way to mingle , meet other business people , promote your busines s and learn about other bu s inesse s and activities. He stated that a lot of information may be gleaned from such an activity. Mr. Schalk noted that the City sponsors eve nts -such as spending $30,000 on the parade . What did the City or the business community realize from the expenditure of these funds ? Why cannot the City sponsor events such as those sponsored by the Cherry Creek merchants ; are we only go- ing to help the elderly or the youth in Englewood? He urged that we look at the events that are coming up -how do we make them more "marketable "; how do we get people to come to Engle- wood? Are we spending $100,000 for concerts next summer -this, again, is of interest to the elderly and youth -he stressed the need for something that we can promote and market for Englewood as a whole. The "fun-fair" doesn 't bring people into Englewood to spend money. Ms. Wolosyn commented that the Parade has not been funded for 2004. Mr. Cook noted that the Welcome Week in Littleton is not paid for by the City; this is a mer- chant-funded project. He reiterated that the City is not involved in that activity, nor, in his opin- ion , should it be involved. Ms. McDermott stated that good marketing requires a multi-tier approach. She agreed that there is value to the synergy that can be generated by events. Ms. McDermott also agreed that moneys should be spent responsibly. Ms. McDermott noted the comments regarding the City's web site, but said that she has never accessed the site, and pointed out that "people of a given age" don 't consider a web page as their first source of information. Ms. McDermott stated that in her opin- ion , the one-on-one approach of business to business visitations is very important, and that she H:\GROUP\BOARDS\ACE\Minutes\2004\ACE 01-08-04.doc 4 • • • would welcome other business people coming by her business to find out what the focus of her business is, what her business interests are, etc. She suggested that this program could very well get some of the "energy" referenced by Mr. Schalk going in the City. This could well be one part of the "marketing puzzle", and let people know that other business people are interested in them. Mr. Vasilas stated that he would volunteer to participate as a "visitor". He pointed out that this visitation program could let you find out what your neighboring businesses are, and you can then pass the information to other people you are in contact with. He stated that he realizes a lot of his business by "word of mouth". Mr. Vasilas commented that, in his opinion, there should be visitation "teams" -two people per team to visit the businesses. Mr. Schalk emphasized the need to attract and promote "money-making events". He commented that Denver provides marketing assistance for events that assist businesses. Mr. Yurchick pointed out that some of the events sponsored by the City are designed for the "citizen" -"residents" of Englewood, not the business community. He stated that there is no budget for business projects. Mr. Yurchick advised Mr. Schalk that the business community needs to come to City Council with event proposals and ask for City funding for the event. Mr. Vasilas stated that he wanted to address the comments regarding the Building Department. He stated that he expanded his business last year; he told the Building Department officials that he wanted to open the expanded area for business within a specified time frame . He stated that he was able to get all his permits with a response time of approximately one hour, and his re- modeling/expansion activities were completed in le ss than a month. He found the Building De- partment representatives to be very professional and cooperative . Mr. Vasilas reported on a mass mailing marketing effort he undertook last holiday season ; the results were very good and his business attracted residents from Cherry Hills Farms and other up-scale residential neighbor- hoods . Mr. Vasilas stated that his point is "you have to spend money to make money". He stated that many of the new customers stated they had not been aware of his store and services offered until he made the effort to advertise his business. Mr. Cook agreed with Mr. Vasilas' statement: "You have to spend your own money to advertise your business to make money". Mr. Hollingsworth asked Mr. Schalk how Denver provides marketing assistance for businesses. Mr. Schalk stated that he isn't sure. Mr. Hollingswo1th discussed "business districts", and that the merchants in these districts assume the major responsibility of planning and funding events. He stated that the City may provide limited resources but the merchants do the work and market- ing of their business district. Mr. Hollingsworth pointed out that the ED Strategy document is a document for use by ACE, by the City, and by the Chamber of Commerce. He noted that the budget for ACE is minimal, but ACE will be assisting in the City/Chamber of Commerce Gala/Awards event planned for January 29th. This event is geared specifically to the business community, and is an opportunity to show- case the business community. He mentioned several other activities that are 01iented toward H :\GROU P\BOARDS \ACE\Minutes\2004\ACE 01-08-04 .doc 5 • • • marketing the business community including: Coordinating with the Chamber on the annual sidewalk sales, "Buy Englewood" promotions, the business directory , and resources on the City's web site. Mr. Schalk stated ACE represents the businesses -he urged that some of the events the City sponsors be "retoo led " to include the business people . He urged that efforts be expended to make these events something to help "everybody". Mr. Yurchick commented that a suggestion was made to move the concerts in the Plaza to Wednesday evenings to tie into the Farmer's Market day -this change could provide some of the synergy Mr. Schalk has discussed . Mr. Panetta asked if Mr. Schalk wanted to some up with recommendations for ACE. Mr. Schalk stated that he wants to know what events are in the2004 City Budget, and how we can synergize a particular event to help everyone. Mr. Cook asked if there is an active merchants group. Ms. Guinther stated that the Old Engle- wood Association was formed a couple of years ago, but it is "flo undering ". Ms. Guinther stated that she agrees with Mr. Schalk on the need for improved marketing. Businesses need to be in- volved with a nd included in activities such as the Parade ; they should have been more included in the centennial festivities. Discu ssio n ensued. Mr. Schalk discussed activities at the Denver Botanic Garden . He has been involved with entertainment for the activities, and noted that the se ac tivities have been "great money-makers" for Denver. Mr. Sch a lk emphasized the need for Englewood to try to get big na me acts for the Concert Series if these events are continued. Ms. Guinther s uggested that when the parade comes back , there should be an official celebration -li g hting ceremony, or something, and take steps to promote not only the resumption of the pa- rade, but promote the businesses alo ng Broadway and in Englewood , also. Mr. Vasi las noted that there is an established Chamber of Commerce in Englewood, plus the "merchant 's association" -dues are payable to both . He asked why these two organizations can- not work together to promote the business activities. Ms . Guinther pointed out that Old Town Englewood is very limited in area, and the Chamber covers all aspects of business activity in the City -retail and industrial. Mr. P anetta asked in the efforts of promoting Englewood, what does Englewood have to offer that would attract people to come to shop, or to locate . What do we have that would attract peo- ple or new businesses? Ms. Guinther suggested that Englewood is unique in that a majority of the businesses are family-owned, multi-generational businesses . The City does not have large chain stores or department stores -the business community is really "destination" oriented and specific product oriented. Mr. Panetta stated that improved name recognition for Englewood is needed . He noted that the City h as a diversity of people -the retail/service business community is separate and distinct H:\GROUP\BOARDS\AC E\Minute s\2004\ACE 01-08-04.doc 6 • • • from the industrial business community. He stated there is a need to find someway to bring these two di verse business sectors together. Ms. Guinther stated that developing a marketing plan is usually done with the assistance of a fa- cilitator. Is there someone in the City that can help do this? What is in the budget for such an activity? Mr. Hollingsworth stated that if ACE wants to undertake a marketing campaign this would be something that the Department of Community Development would consider. There is a theme of "Englewood-the place to be". Ms. Guinther suggested using the Horse Car as a theme/logo for marketing efforts . Mr. Panetta suggested that Ms. McDermott and Mr. Vasilas come up with something on a visita- tion program. Mr. Cook stated that he would be interested in participating in the visitation pro- gram also. Mr. Panetta suggested that Mr. Schalk and Mr. Hollingsworth look at City Events, and explore ways to make these events more inclusive and dynamic . Ms. Wolosyn volunteered to assist on this project. The Annual Report information will be considered at the February meeting. Mr. Hollingsworth stated that he will prepare the information , and Mr. Panetta offered to edit the information. IV. OLD BUSINESS A. Economic Development Strategy Mr. Panetta noted that the extensive Action Items discussion did not allow time to consider the ED Strategy. He asked if the membership wants to continue review on a line-by-line basis. Ms. McDermott stated that the process is time consuming, but she is willing to spend the time for thorough review. Mr. Panetta suggested that the ED Strategy be placed first on the agenda for the February 12 , 2004 meeting . B . ACE Representative to the ESBDC Mr. Panetta asked if any member of ACE was interested in serving on the ESBDC. No one indi- cated interest at this time. Mr. Hollingsw011h noted that two vacancies on the ESBDC are com- ing up . The Chamber of Commerce and City of Englewood have to approve appointments. He stated that time commitments have been minimal -one afternoon per month. Ms. Wolosyn commented that it would be a good "connection" to have an ACE also serve on the ESBDC. IV. COMMENTS AND EVENTS A sign-up sheet was distributed for those members of ACE who planned to attend the City/Chamber gala/awards dinner scheduled for January 29 , 2004 at the Gothic Theater. The City will pay for tickets for the ACE member and one guest to this gala . H:\GROUP\BOARDS\ACE\Mi nutes\2004\ACE 01-08-04 .doc 7 • • • There being no further business to come before the ACE, the meeting was declared adjourned . /. --- Gertrude G. Welty, Recording Secretary Action Items • Mr. Schalk, Ms . Wolosyn , and Mr. Hollingsworth work together to identify upcoming City-sponsored events , and determine funding allocated for said events. • Preparation of standardized form/information for B usiness Visitation program. • Annual Report information to be prepared/edited -Hollingsworth and Panetta Agenda Items • Economic Development Strategy • ACE Representation to ESBDC H:\GR OU P\BOARDS\ACE\Minutes\2004\AC E 0 1-08-04.doc 8