economic development strategic plan presentation

Windsor Economic Development

Strategic Master PlanChrista Johnson and David Kelley, Town of

WindsorMary Bosch, Marketek, Inc.

December 3, 2008

Project Purpose

Stimulate economic/business development through creation and implementation of a roadmap to expand and diversify the economy and job base while improving quality of life and protecting the environment

2Windsor Economic Development Strategic Plan Marketek, Inc.

Windsor Strategic Planning Process

Visioning Visioning & Asset & Asset MappingMapping

Public Public Input & Input &

PerceptionPerceptionss

EconomicEconomic AssessmeAssessme

ntntIndustry Industry Cluster Cluster AnalysisAnalysis

CompetitiCompetitiveve Assets Assets

Strategy Strategy & Action & Action

PlanPlan


Windsor Strategic Planning Phases


Phase 1 – Getting Organized:

Review all existing plans, organize ED Working Group, site visit, visioning & competitive assessment

Phase 2 – Assessment of Current Conditions:

40 Interviews, business survey, site visit, retail & industrial analysis

Phase 3 – Strategy Development & Implementation Plan:

5 Action planning meetings, 7 key initiatives, draft strategies & actions

Windsor’s Economic Development Goals


Retain and Attract Business

Expand Business Resources

Provide Diverse Employment for Residents

Accommodate Commercial & Industrial Expansion

Maintain and Enhance Windsor’s Quality of Life

Reinforce the Old Downtown as Heart of Windsor

Industry Cluster Analysis

Retail Market Analysis

Economic & Business Climate

Business Outlook

Economic Landscape



Industrial Analysis Targets

• Agriculture, Food, Wine & Tourism Employment – 2.5 times national levels in Sonoma County

• Technology Producing – semiconductors & electronic components, navigational instruments manufacturing, medical equipment & supplies


Industry

The Sonoma Experience 379 21Technology Producing 30 2Construction & Green Services 980 116Creative/Professional 207 35Health/Wellness 15 1Retail/Wholesale Trade 1747 70

Employees Businesses

JOBS & BUSINESSES BY INDUSTRYTown of Windsor

2006

Windsor Resident Wages



Occupation

Management, Business & Financial 14.7% $59,010 - $87,048

Professional 21.7% $33,654 - $90,813

Administrative Support 13.9% $34,050

Services 16.5% $18,616 - $43,992

Sales & Related 11.7% $28,766

Farming, Fishing & Forestry 1.2% $19,718

Construction & Extraction 7.4% $50,211

Installation, Maint. & Repair 3.5% $44,512

Production 4.8% $28,725

Transportation & Material Moving 4.6% $28,018

Total 100.0% $36,130

RESIDENT EMPLOYMENT & WAGESTown of Windsor

2008

Median Annual Salary/Range

2008 Windsor Employment

Tourism & Hospitality



Retail Sales

Agriculture

Wine

• Windsor

• Healdsburg

• Cloverdale

• Middletown

• Calistoga

• Forestville

• Guerneville



Windsor Market Area

Average Annual Population Change, 1990 to 2013

Town of Windsor

• 2008: 25,669 persons in 8,585 households

• 2013: 26,703 persons in

8,923 households

Retail Market Area

• 2008: 113,735 persons

in 42,024 households

• 2013: 117,621 persons

in 43,489 households

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

Town of Windsor Retail Market Area Sonoma County

1990-2000 Avg. Ann. Change 2000-2008 Avg. Ann. Change2008-2013 Avg. Ann. Change

Population



0%

10%

20%

30%

40%

Less than

$25,000

$25,000 to

$49,999

$50,000 to

$99,999

$100,000 to

$149,999

$150,000 to

$199,999

$200,000 or

more

Town of Windsor Retail Market Area

Household Income Distribution, Town of Windsor & Retail Market

Area, 2008

Median Income

• Town of Windsor: $79,674

• Retail Market Area: $67,978

• Sonoma County: $68,962

Trends

• More high income households in Windsor than Retail Market Area and Sonoma County



Household Income

13Windsor Economic Development Strategic Plan Marketek,

Inc.


Retail Analysis – Leakage or Gap

Demand Supply Difference(Potential) (Sales) (Leakage/Surplus)

Windsor Retail Market Area

442: Furniture & Home Furnishings Stores $54,159,668 $28,192,888 $25,966,780

443: Electronics & Appliance Stores $39,662,239 $18,207,800 $21,454,439

444: Building Materials, Garden Equip. & Supply Stores $55,867,950 $54,496,077 $1,371,873

445: Food & Beverage Stores $296,352,981 $353,880,934 -$57,527,953

446: Health & Personal Care Stores $57,086,219 $41,290,184 $15,796,035

448: Clothing & Clothing Accessories Stores $73,294,564 $33,715,963 $39,578,601

451: Sporting Goods, Hobby, Book & Music Stores $23,614,865 $64,418,521 -$40,803,656

452: General Merchandise Stores $119,267,848 $64,982,399 $54,285,449

453: Miscellaneous Store Retailers

(florist, office supplies, gift stores, etc.)

722: Food Services & Drinking Places $198,799,425 $154,017,563 $44,781,862

Total Leakage $208,091,480Estimated Supportable Square Footage 924,823

EXISTING RETAIL BALANCEWindsor Retail Market Area

2008

NAICS

$28,057,162 $23,200,721 $4,856,441

Windsor Retail Market Opportunities

•Unique specialty

•Discount

•Big Box

Potential Supportable New Space (Retail Market Area)

• 924,823 SF based on existing demand

• 295,448 SF based on future demand

Shoppers Goods 848,003

Convenience Goods 111,154

Restaurants 220,112

Entertainment 18,294

Personal Services 22,709

Total 1,220,272

POTENTIAL SUPPORTABLE RETAIL SPACEWindsor Retail Market Area

2008-2018

Merchandise/Service Category

Total New Supportable Space (SF)



Retail Analysis – Potential

15Windsor Economic Development Strategic Plan Marketek,

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Economic & Business Climate

• Housing Affordability

• Quality of Life Factors

• Workforce & Education

• Available Space

• Commute Time

• Business Support Resources

• Image & Reputation

Business Climate Factors

Reasons for Locating in Windsor

• Hometown

• Demographics & growth

• Sense of community

Recent Business Levels

• Steady business - 15

• Moderate expansion - 10

• Declining business - 10

0 2 4 6 8 10 12 14 16

Declining

Steady

Moderate growth

Rapid growth

Number of Responses

How would you characterize your recent business activity level?

Windsor Economic Development Strategic Plan Marketek, Inc.

Business Outlook

16

Windsor Business Survey Results (38 responses)

Windsor Advantages

• Sense of community & family-friendly atmosphere

• Business environment & resources

• Location & accessibility

Windsor Disadvantages

• Lack of marketing

• Competition with Santa Rosa

• “No growth” attitude


Business Outlook

17

73% – Excellent or Good Place to Do Business

Improving Windsor’s Business Climate

• Reduce restrictions on businesses

• Increase nightlife at Town Green

• Better marketing

• Business mix – attract local residents & touristsConfidence in Windsor

• Moderately confident – 12

• Highly confident – 8

• Low confidence – 5

Don't know11%

Low18%

Mod- erate42%

High29%

How do you rate your confidence in Windsor’s

economic future?


Business Outlook

18

Business Survey Results

“In the year 2020 Windsor has quietly distinguished itself as one of the most livable communities in the Western United States. Windsor’s success is the direct result of its ability to take advantage of its location in the heart of wine country without relinquishing its identity as a wonderful place to raise families and enjoy a sense of genuine community…”

Economic Development Vision Statement


Tourism

Retail Development

Agriculture, Food & Wine

Community Leadership

+ Business Climate = Windsor’s 7 Strategic Initiatives

Windsor’s Top Competitive Assets


Downtown Windsor

Green Constructionand Services

Windsor’s 7 Strategic Initiatives


Organizing for Success

Green Construction & Services

Tourism Industry Expansion

Wine & Culinary Expansion

Downtown Development

Retail Expansion

Business Climate Expansion

Windsor Economic Development Master Plan Marketek, Inc.

Opportunities

Better exposure of resources & incentives

Excellent partners

Untapped local talent

Challenges

Improved clarity on econ dev responsibilities

Limited visibility

Potential community divide

“We all take pride in living and working here. Let’s work to engage more of the local

1. Organizing For Success


businesses and residents… More community-bonding is needed.”

Windsor Business Owner

Windsor Economic Development Master Plan Marketek, Inc.

1. Organizing For Success


1.1 Roles and Responsibilities

1.1.1 Build Consensus & Adopt Vision for Economic Success

1.1.2 Create Economic Develop. Dept. Organization Chart

1.1.3 Expand Staff Assistance

1.1.4 Create Internal Business Solutions Team

1.1.5 Monitor and Measure Progress on the EDSP

1.2 External Visibility & Collaboration

1.2.1 Communicate Who is in Charge of Economic Development

1.2.2 Promote the Economic Development Strategic Plan

1.2.3 Increase Visibility in Sonoma County Initiatives

1.3 Broaden Leadership Base

1.3.1 Pursue a Community Leadership Program

Opportunities

Green practices demand ‘green’ installers

Sonoma County high visibility in this niche

Shiloh Sustainable Village

High fuel costs inc’d market for green

Challenges

Green industry fast changing, multi-faceted

Stiff competition

Mandatory Green Building Standards add to project costs

Strict ordinance impact contractors/homeowners

2. Green Construction & Services


2. Green Construction & Services


2.1 Promote Local Green Building

2.1.1 Develop a Green Services Showcase Center

2.1.2 Research a Permanent/Larger Sustainability Complex

2.1.3 Update Website to Highlight Green Services/Activities

2.1.4 Support/Promote Sustainable Demonstration Projects

2.2 Green Incentives

2.2.1 Develop and Actively Market Green Incentives

2.3 Green Building Industry Cluster

2.3.1 Create a Green Building and Services Cluster Group

Opportunities

Capitalize on Windsor as overnight, family

destination

Capitalize on wine industry

Promote central location

Boutique hotel

SMART rail line

Challenges

Wayfinding signage

Competition

Increase and package family activities

Better promote and link local assets

3. Tourism Industry Expansion


3. Tourism Industry Expansion


3.1 Family Destination Branding & Marketing

3.1.1 Brand Windsor as Sonoma’s Premier Family Destination

3.2 Visitor Infrastructure

3.2.1 Create a Windsor Tourism Team

3.2.2 Physical Improvements to Support Tourism Expansion

3.3 Attract Family Venues

3.3.1 Pursue Location of Children’s Museum in Windsor

3.3.2 Develop a Destination Playground

3.4 Boutique Hotel

3.4.1 Conduct Feasibility Study For Boutique Hotel

3.5 Meeting Space Venues

3.5.1 Evaluate Potential for Add’l Meeting Space

3.6 Tourism & Youth

3.6.1 Involve Youth in Tourism

4. Wine and Culinary Expansion


Opportunities

Location in heart of Pinot Noir

Events, tasting rooms, cross-marketing

Encourage youth involvement in food industry

Year-round farmer’s market

Leverage existing culinary assets to

create new collaborations

Challenges

Put Windsor on wine/culinary map

Well organized effort; incentives

Results will take time

4. Wine and Culinary Expansion


4.1 Collaboration & Marketing Connections

4.1.1 Organize a Half-Day Facilitated Winemaker Forum

4.1.2 Explore Formation of Windsor Wine & Food Association

4.1.3 Organize a Get Close to Your Food Tour/Camp

4.2 Organize a Signature Windsor Event

4.2.1 Develop an Event Master Plan

4.2.2 Implement Plan for Inaugural Event in Fall 2009

4.3 Culinary Center

4.3.1 Explore Culinary Collaborative and Other Partnerships

4.4 Connect to Other Initiatives

5. Retail Expansion


Opportunities

Retail leakage; niches to fill

Target prospects to locations-business

clustering

Small flexible retail space

Youth entrepreneurship & business incubation

Challenges

Define community desires (chain vs. independents; business types)

Population growth limits retail growth

Need retail recruitment protocol

Hispanic consumers shopping out of town

5. Retail Expansion


5.1 Retail Expansion Program

5.1.1 Develop Targeted Business Recruitment Campaigns

5.2 Commercial Property Inventory

5.2.1 Identify/Inventory Developable Commercial Properties

5.3 Retail Strategy

5.3.1 Develop Market Position/Strategy for Commercial Areas

5.4 Retail Retention & Expansion

5.4.1 Help Existing Business Succeed and Thrive

5.4.2 Encourage Local Retail Start-Ups

5.5 Local Shopper Attraction

5.5.1 Create Shop Local Campaign w/ 6 Mo. Activity Schedule

5.5.2 Develop Survey of Shopping Preferences

6. Downtown Development


Opportunities

Completion of Loop

Prime Development Sites

Multi-purpose Center

SMART rail line

Available space

Challenges

Retail Diversity Needed

Consensus Needed on Marketing Plan

Signage

High Vacancies

Business Clustering Needed

6. Downtown Development


6.1 Create a Sustainable Organization

6.1.1 Implement Practices of a Main Street Program/Org.

6.2 Coordinated Marketing & Promotion

6.2.1 Create Coordinated & Comprehensive Marketing Plan

6.3 Business Attraction Campaigns

6.3.1 Develop Business Attraction Campaigns

6.4 Retail Leasing Strategy

6.4.1 Match Business Prospects to Vacant Properties

6.5 Expand Employment Base

6.5.1 Attract Mid-Size Office Users as Employment Anchors

6.6 Loop Completion & Development Strategy

6.6.1 Create Plan for the Loop and Top Infill Sites

6.7 Multi-Use/Multi-Purpose Center

6.7.1 Conduct Market and Site Feasibility Analysis

7. Business Climate Expansion

Windsor Economic Development Strategic Plan Marketek, Inc. 34

Opportunities

Streamline Permitting & Development Procedures

Address Town’s No Growth Image

Focused Industrial Strategy/Policy

Business License Program

Challenges

Limited Inventory of Ready-to-Go Industrial Land

Locating Higher Wage, Higher Employee/Acre Cos.

Retain & Expand Local Businesses

Perception of Business-Unfriendly



7.1 Business Retention

7.1.1 Continue and Systematize Business Visitation Program

7.2 Industrial Property Availability

7.2.1 Identify and Maintain Industrial Job Creation Sites

7.2.2 Expand Industrial Land near Conde Lane & Shiloh Road

7.2.3 Prepare Electronic Property Information Sheets

7.3 Industrial Jobs Growth

7.3.1 Create Policy Encouraging Min. Jobs per Sq. Ft.

7.3.2 Target Developer for Job-Intensive Industrial Park

7.3.3 Monitor Industrial Location Project Leads/RFPs

7.3.4 Promote Windsor as Family Friendly & Business Ready

7.3.5 Create Email Outreach Program to Industrial Brokers



7.4 Image & Positive Messaging

7.4.1 Improve Windsor’s Reputation as Business-Friendly

7.4.2 Train Staff to Work with Businesses

7.4.3 Expand Why Windsor? Section of Econ Dev. Website

7.5 Quality of Life

7.5.1 Invest in Assets and Amenities

7.5.2 Host Sustainable Development Speaker Series

Windsor Economic Development

Strategic Master PlanChrista Johnson and David Kelley, Town of

WindsorMary Bosch, Marketek, Inc.

December 3, 2008

economic development strategic plan presentation

Business

retail market area6

gift stores

supply stores

food beverage stores

book music stores

electronics appliance

general merchandise

business survey