strategic plan - ballston sweetgreen, panera bread, bruegger’s, and zoe’s kitchen. ballston also...

STRATEGIC PLAN FYs 2012–2014

Sunflowers at Ballston Farmers Market

at Welburn Square

TABLE OF CONTENTS

Mission, Vision and Goals . . . . . . . . . . . . 1

Governance . . . . . . . . . . . . . . . . . . . . . . . 2

Strategic Advantages . . . . . . . . . . . . 3 - 4

Challenges . . . . . . . . . . . . . . . . . . . . . . . . 4

SWOT(T) Summary . . . . . . . . . . . . . . 5 - 10

BID Participants & Boundary . . . . . . . . . 11

BID Tax Rate & Budget . . . . . . . . . . . . . 12

Accomplishments Since December 2011 . . . . . . . . . . . . . . . . . . . 13

3-Year Budget . . . . . . . . . . . . . . . . . . . . 14

3-Year Service Plan . . . . . . . . . . . . . . 15-17

MISSIONThe Ballston Business Improvement District (BID) will preserve and enhance Ballston as a vibrant, innovative, and attractive urban place to ensure the competitive success of its existing and future commercial properties.

VISIONBallston will be widely recognized as the destination of choice for business, entertainment, education and living.

GOALS1. Establish a unique urban place and

attractive sense of arrival.

2. Create a recognized identity and brand that maintains and enhances Ballston’s competitive advantages.

3. Attract and retain highly sought after commercial tenants, residents, and hotel brands.

4. Be a thriving community with a diversity of shops, restaurants and entertainment venues.

To accomplish these goals, the Ballston BID will focus on the following activities:

• Marketing and Branding that will better position Ballston within the region

• Physical Enhancements that build on the District’s sense of place while helping shoppers, visitors and employees make better use of Ballston’s offerings

• Transportation Enhancements that improve on the District’s strength as an intermodal transportation hub

• Managementthat will help tie the activities together and create opportunities for further public and private collaboration

• Supplemental Beautification that sets the highest standards for the appearance and function of the public realm of Ballston

S T R AT E G I C P L A N | 1

“ Ballston, the western anchor of the Rosslyn-Ballston Metro corridor, is Arlington’s hub of science and technology and contains the nation’s greatest concentration of scientific research agencies, anchored by the National Science Foundation . Their ability to collocate within a compact, urban environment creates tremendous synergy and drives limitless ingenuity and innovation . The Ballston blend of urban sophistication and neighborhood charm is unmatched in the region . Elegant high-rises, national and regional corporate and association headquarters, upscale hotels, shopping, restaurants and green spaces all contribute to create a vibrant, pedestrian-friendly mix of business and pleasure .”

— Arlington Economic Development

The Ballston Business Improvement District (BID) was approved by the Arlington County Board in December 2010 and the Ballston BID was authorized in August 2011 to operate under a Service Agreement with Arlington County from July 1, 2011 to June 30, 2016.

The Ballston BID submitted its application to the IRS to be recognized as a 501(c)(6) organization in January 2012.

The Ballston BID is governed by a Board of Directors of no more than 21 members, whose members are elected by and represent the commercial property owners and various business constituencies located within the District including tenants; cultural and recreational interests; educational, science, and/or technology interests. The Board also includes two representatives appointed by Arlington County. The Board of Directors develops BID policies, oversees all Ballston BID activities and provides guidance to the Ballston

BID’s staff as well as: (i) prepares an annual Work Plan and associated budget for submittal to the Arlington County Board (the “County Board”) for consideration and approval, (ii) implements the annually approved Work Plan, (iii) publishes an Annual Report recapping its activities, (iv) convenes an Annual Meeting of its members, and (iv) keeps Arlington County, the commercial property owners, and the tenants of properties within the District of Ballston informed about the Ballston BID activities.

The Board of Directors establishes committees to accomplish the goals of the organization and deliver the BID services described in the annual Work Plan. These committees currently include: strategic planning; marketing and branding; mobility/placemaking; as well as a citizen advisory group, a retail and hospitality advisory group, and a science and technology advisory group.

GOVERNANCE

Ballston is just minutes from

major regional destinations,

including downtown DC

and the growing Northern

Virginia suburbs, including

Tysons Corner.

2 | B A L L S T O N B I D

• Center for Research, Innovation and Discovery— Ballston is home to a cluster of science and technology organizations, such as the National Science Foundation (NSF), the Defense Advanced Research Projects Agency (DARPA), Virginia Tech/IBM’s Center for Community Security & Resilience, Accenture, Applied Predictive Technologies, CACI as well as the Ballston Science & Technology Alliance.

Arlington is known as a center for the “creative class,” having the highest concentration of workers in science and technology in the Washington, D.C. region, with Ballston as the epicenter of research and innovation. In addition to NSF and DARPA, Ballston is also home to major extramural research agencies such as the Office of Naval Research (ONR), the Air Force Office of Scientific Research (AFOSR), and the Homeland Security Advanced Research Projects Agency (HSARPA). These government agencies all reside within about a 5 block radius of each other and attract many nonprofit organizations, think tanks and private sector companies that are engaged in research, science and technology.

• Strong Presence of Higher Education Organizations—Virginia Tech Advanced Research Institute, Marymount University, George Washington University and nearby George Mason University.

• Convenience and Access—Ballston is a mixed-use, live/work community offering the benefits of Smart Growth living. Ballston is a regional hub, strategically located just minutes from major destinations including easy access to both Tysons (10 miles) and downtown DC (4 miles).

• Transit and Mobility Options—Ballston has been designated the most walkable neighborhood in Arlington, earning a walk score of 90 from Walkscore.com. It is bike friendly as well with dedicated bike lanes on its major streets and 7 Capital Bikeshare stations. Ballston is a key stop along the Metro Orange Line with about 25,000 trips per day and serves as a vital bus transit hub with about 9,000 trips per day. Ballston is the commercial intersection of many of Northern Virginia’s major arterials and highways- Route 66, Glebe Road, Fairfax Drive and Wilson Boulevard. It is located only 8 miles from Washington National Airport.

• Office Densities—Ballston is home to approximately 8,300,000 SF of primarily high-rise, high density office uses. The number of employees in Ballston is about 32,500.

• Residential Options—Within the BID boundaries there are nearly 8,000 residential units, both rental and owner occupied, representing a range of market-rate options necessary for a vibrant live-work community. These include rental apartments, mid-price and luxury condominiums, retirement living, and nearby single-family homes.

• Access to Culture and Recreation—Recreation opportunities in the Ballston area include Quincy Park, Arlington Arts Center, and Kettler Capitals Iceplex. Other entertainment venues are The Comedy Spot and a 12-screen Regal Cinema, both located at the Ballston Common Mall. Ballston includes about 1,000,000 SF of retail space.

STRATEGIC ADVANTAGES


• Restaurants—Ballston hosts a large number, and a wide-variety of restaurants including destination venues such as Willow, Pinzimini and Grand Cru, to great pubs such as World of Beer, The Front Page and the Green Turtle, to lunchtime and dinner hotspots such as PF Chang’s and Rustico, as well as a multitude of quick and tasty options for midday meals including Sweetgreen, Panera Bread, Bruegger’s, and Zoe’s Kitchen. Ballston also hosts the annual Taste of Arlington which highlights restaurants throughout Arlington, drawing over 15,000 visitors to Ballston in one afternoon.

• Hotels—Ballston has nearly 1,000 hotel rooms with the Westin Arlington Gateway, Hilton, Comfort Inn and Holiday Inn. In addition, the 183 room Residence Inn by Marriott at Founders Square will arrive in 2013.

• Upper-Middle-Class Incomes and a Professional Workforce—Ballston delivers the quality of lifestyle and work environment to attract top corporations and is the preferred location by many of their employees to live and work. The residential population is about 12,400 people with an average age of 36. 85% of the population have a college degree and more than 38% of the population hold advanced degrees. The average household income is approximately $125,000 and each person spends an average of $36,000 a year in retail stores.


CHALLENGES• Potential Large Spike in Office Space

Vacancies throughout the Region—With new GSA rules for leasing office space (reduced SF per person and reduced $ per SF permitted) as well as the overall shrinkage in Government spending, there is a strong possibility that large amounts of commercial space will come on the market over the next 2-3 years in the DC Metro region. Estimates have been made up to an additional 10,000,000+ square feet on the market in Arlington alone. This will create a much tougher environment in which to attract and retain tenants. The BID will need to work closely with the commercial property owners and Arlington County to make Ballston a more desirable place to do business and possibly provide incentives for businesses to locate in Ballston.

• Danger of Being a Place that can be Anywhere—While Ballston has many competitive advantages, the model of mixed-use, transit-friendly development is firmly established and is moving further into the outer suburbs and beyond. Already strong competitors, like Tyson’s Corner, will become stronger as they emulate the Ballston model. While Ballston was the first district along the Rosslyn-Ballston Corridor to create a truly mixed-use community, it has been followed by others, including Rosslyn and Clarendon. And with the proposed extension of the Metro transit system to Tyson’s Corner, Ballston is confronting a future where its distinctiveness may be eroded by newer, better-marketed areas that will also feature Metrorail service. Indeed, there is a danger that many other neighborhoods can look like Ballston in

the future. Therefore, it is critical that the BID create a highly desirable brand and take some calculated, dynamic risks to set Ballston apart from other communities. The BID must also develop strong relationships with commercial brokers, who can help market Ballston, and aggressively market Ballston to desired, targeted tenants.

• Small Budget Relative to Other BIDs—The Ballston BID budget is about ½ of the budgets of the Rosslyn and Crystal City BIDs, however, Ballston has very similar branding, marketing, maintenance, improvements and beautification needs. One possible advantage here is that the Ballston BID has a much smaller boundary, where we can likely do more with a lot less funding by being strategic about what is implemented and when it’s implemented. The BID also must be creative not only with its ideas to improve Ballston, but also with the manner in which programs are funded. The BID will need to explore alternative funding sources, such as partnerships and private investment, as well as other sources of income including sponsorships and programs.


STRENGTHSUnique assets highlighted in bold

BUSINESSES• Research, S&T, Innovative and

Entrepreneurial tenants• Agency and defense businesses• Association tenants (TNC, ATA)• Strong educational locations• Lower taxes and operating

expenses (vs. DC)• Developed skyline

ATTRACTIONS• Washington Capitals• Great hotels• Restaurants

REASONS TO BELIEVE• The most scientists/technologists

per square mile in the world• Education (VA Tech, GW,

Marymount), especially Virginia Tech’s research center

• Some of the most powerful ideas and innovations have come from Ballston (e.g., the internet,GPS, speech recognition software)

• Strong mix of private business, education and government with science and technology as a core focus

ACCESSIBILITY• Proximity to DC/Tysons

• Access to 66

• Metro underground

• Parking

• Flat Topography (existing street grid)

• Walkable, Bikeable

• Less congestion (Easy to get in and out)

LIFESTYLE/COMMUNITY• Restaurants

• Washington Capitals

• Access to fitness/running trails

• Harris Teeter (nice grocery store)

• Upscale residents and residences

• Mixed use zoning and Mixed use lifestyle

• Young entrepreneurs

• Safe and clean

• Parks and open spaces

• Access to hospitals

• Good school systems


WEAKNESSESGreatest opportunity highlighted in bold

BUSINESS

• Lack of diverse retail

• Arlington County approval process and regulations

• Not as close to DC as other R-B corridor competitors

DESIGN

• Nondescript aesthetics

• Overtly masculine (design)

• No gateway (border definition)

• Uninviting streetscapes

• Weak signage

• Some areas are unkempt

LIFESTYLE

• Lack of higher-end restaurants

• Lack of the arts and culture

COMMUNICATION/ MARKETING

• Lack of image/category

• Many area benefits remain hidden


OPPORTUNITIESGreatest opportunities highlighted in bold

A DESTINATION FOR BUSINESS

• Leverage research, S&T cluster

• Attract more research, S&T, innovative and entrepreneurial companies

• Integrate high technology to spaces

• Attract more companies interested in teleworking (like Accenture)

• Attract more international business

BUILD A COMMUNITY

• Create or define a central gathering place (epicenter)

• Improve walkability

• Attract more tourists to Ballston hotels

• Become more pet-friendly

• Improve Retail Offerings

• Bring more of the arts (theater, art, music, culture)

• Better utilize and leverage parks and open space

• Invest in public library(s) and/or community center

• Become a place where young people want to be (work, play, live)


THREATS

MARKET FORCES AND CHANGES

• BRAC–shifts resulting in office space vacancies

• GSA rent cap

• Weak Economy

COMPETITIVE

• Tyson’s Silver line expansion

• Competition from Adjacent Fairfax County

• Expansion of sub-markets (Rossyln, Crystal City, Columbia Pike)


TRENDSWhat’s happening around us?

• Entrepreneurs/Incubators

• Adoption of technology (mobile, apps, wireless cities)

• Cyber security

• Younger demographics (average resident age of 36)

• Increase of renters (vs. owners)

• Increased emphasis on fitness as an attraction

• Declining needs on a SF per person basis for commercial office space

• Increasing average household income

• Continued emphasis on sustainability (eco, green)

• Food trucks

• Passion for pets as part of the family

1 0 | B A L L S T O N B I D

Washington Blvd.

N. Fairfax Dr.

N. Q

uin

cy St.

Carlin S

prings R

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N. Glebe Rd.

Wilson Blvd.

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Kettler Capitals Iceplex

N. V

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Wilson Blvd.

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9th St. N.

Ballston BIDBoundary

Line

Ballston Metro

To Interstate 66

Ballston Mall

S T R AT E G I C P L A N | 1 1

The Ballston BID is comprised of:

• 119 commercial properties (the BID only includes commercial properties);

• Approximately 8.3 million square feet of development; and

• More than 118 acres.

BID TAX RATEThe Ballston BID requests, and the Arlington County Board approves and fixes an assessment rate for the BID’s programs each fiscal year. The County then levies an assessment for those activities (the “BID Assessment”) based upon the applicable assessed value of each non-residential, commercial property located within the District. The BID Assessment is an ad valorem tax against each property. The BID may accept voluntary contributions from tax-exempt properties to show support of the Ballston BID activities and programs. The assessment rate for Ballston BID activities for FY12 and FY13 is the rate $.045 per $100 of assessed value of each non-residential, commercial property.

BUDGETThe Arlington County Board approved a rate for CY 2011 of $0.045 per $100 of assessment for each non-residential, commercial property located within the District. For the fiscal years ending June 30, these are the funds received or budgeted from commercial property tax assessments in the District:

FY Budget Tax Rate*

2012 $1,241,759 .045

2013** $1,482,632 .045

2014*** $1,527,111 .045

* Tax rate is per $100 of assessed value

** 19.4% increase in assessed property values per Arlington County Department of Management and Finance over prior calendar year assessments

*** Estimated 3% increase from FY13 budget


ACCOMPLISHMENTS SINCE DECEMBER 2011BRANDING AND MARKETING• Developed RFP, interviewed, selected

and engaged a marketing and branding firm to conduct a market analysis and determine the BID’s marketing and branding strategy, as well as create a logo and collateral materials. This process is underway and will be completed in the fall of 2012.

• Developed and launched a temporary BID website. The new permanent website will be completed as part of the marketing and branding engagement.

• Hosted the Taste of Arlington in May 2012 with 15,000 attending.

• Operated Ballston Arts & Crafts Market.

• Engaged a new market operator, FRESHFARM Markets, to manage the Ballston Farmer’s Market beginning in June 2012.

• Sponsored Bisnow’s RB Corridor event in May 2012

• Developed and sponsored a NoVa Tech event in partnership with Bisnow, AED and the Ballston Science & Technology Alliance focusing on the technology and innovative hub of Ballston.

• Sponsored the opening reception of the National Science Foundation’s 1st Annual Global Summit in Ballston.

• Held over 100 meetings to introduce the BID and its mission to members of the Arlington County Board, Arlington County Staff, members of the press, community groups, property owners, tenants and Arlington non-profit organizations.

• Represented the BID at 25 industry events in NoVa and the District of Columbia.

PHYSICAL ENHANCEMENTS & SUPPLEMENTAL BEAUTIFICATION• Developed an RFP to engage a firm to

develop a Placemaking Plan. Work began in June 2012 and will be completed in the fall of 2012.

• Sponsored Capital Bikeshare Station at Welburn Square.

MANAGEMENT, FINANCE AND ADMINISTRATION• Applied for 501c6 status with the IRS.

• Hired the Executive Director in December 2011.

• Hired additional staff – Information Specialist (March 2012) and Director of Marketing & Communications (May 2012).

• Obtained and fit out office space, set up IT, communication and all supporting systems.

• Set up accounting, payroll systems and insurances.

• Created employee manual.

• Created a strategic plan with the Board of Directors.


* Estimated budget based on 19 .4% increase in assessed property values per Arlington County Department of Management and Finance

** Estimated 3% increase from FY13 budget .

BALLSTON BID 3-YEAR BUDGET

FY2012 FY2013* FY2014**

Branding and Marketing $477,557 $537,436 $400,000

Develop Branding Strategy, Logo, Collateral materials

Develop BBID website

PR/Media/Ads

Physical Enhancements & Supplemental 282,245 320,057 500,000Beautification Mobility Enhancements

Placemaking Plan

Short-term physical/landscaping project

Management, Finance and Administration 319,495 499,247 497,307

General & Administrative Expenses

Personnel

Strategic Planning

BBID Contingency 59,000 74,000 76,356

Arlington County Fee 12,418 14,826 15,271

Delinquency & Appeals 31,044 37,066 38,178

Start-up/Organizational Costs 60,000

TOTAL $1,241,759 $1,482,632 $1,527,111


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out

Bal

lsto

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om

com

pan

ies

and

med

ia o

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ions

Ach

ieve

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thly

inte

ract

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with

75%

of t

enan

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hrou

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mun

icat

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ance

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blis

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ate

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ate

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ack

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ton

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rove

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lem

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ay t

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atio

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in w

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solv

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op 3

imp

rove

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ieve

yea

r af

ter

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incr

ease

in p

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pre

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unity

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lore

ind

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lsto

nX

XX

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Exp

lore

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ect

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imp

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omm

unity

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site

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ile a

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licat

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, etc

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XX

XX

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lore

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cial

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aren

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XX

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ess

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uild

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rpor

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lans

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aren

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en

initi

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e

XX

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gra

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bra

ndX

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e 15

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atio

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lan

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bra

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alls

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road

er

aud

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B

UD

GE

T

PR

OG

RA

M A

RE

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G

OA

LS

2012

-201

4 P

RO

GR

AM

S FY

12

FY13

FY

14

MK

T P

ME

M

FA

OU

TCO

ME

ME

ASU

RE

S**


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ate

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cog

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mai

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com

pet

itiv

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vant

ages

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tinue

dfr

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age

15)


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a th

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com

mun

ity

wit

h a

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get

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in t

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taile

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eria

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tail

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s

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ease

d n

umb

er o

f inq

uirie

s ab

out

Bal

lsto

n fr

om

com

pan

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and

med

ia o

rgan

izat

ions

out

sid

e th

e re

gio

n

Ach

ieve

mon

thly

inte

ract

ion

with

75%

of t

enan

ts t

hrou

gh

com

mun

icat

ions

, for

ums,

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site

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ile a

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licat

ions

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mitt

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emb

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tena

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vid

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and

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ount

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evel

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ilers

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par

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ship

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AED

/B

izLa

unch

, etc

.) to

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rt u

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per

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zoni

ng is

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spec

tions

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.

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year

incr

ease

in p

ositi

ve im

pre

ssio

n th

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lsto

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easy

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aro

und

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ieve

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ter

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incr

ease

in p

ositi

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pre

ssio

n th

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pla

ce t

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joy

cultu

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ctiv

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uit/

acq

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de

show

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ustr

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gan

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ions

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ev

ent

opp

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XX

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lore

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y im

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ing

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estr

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traf

fic t

o ac

cess

reta

ilX

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blis

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ent

form

at

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ess

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arks

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erta

inm

ent

venu

es

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iden

tify

top

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ultu

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eed

s

XX

XX

X

*

Bud

get

Pro

gra

mA

reas

incl

ude:

Bra

ndin

ga

ndM

arke

ting

(M

KT)

;Phy

sica

land

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ility

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ance

men

ts(P

ME)

and

M

anag

emen

tFi

nanc

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dA

dm

inis

trat

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)

**

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com

eM

easu

res

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dfo

rth

eov

eral

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lnot

ne

cess

arily

for

the

serv

ice

pro

gra

mo

nth

esa

me

line


B

UD

GE

T

PR

OG

RA

M A

RE

A*

G

OA

LS

2012

-201

4 P

RO

GR

AM

S FY

12

FY13

FY

14

MK

T P

ME

M

FA

OU

TCO

ME

ME

ASU

RE

S**


BOARD MEMBERS

PresidentBrenda Krieger, DweckProperties,LTD.

Vice PresidentJill Goubeaux, TheJBGCompanies

TreasurerKelly Shooshan, TheShooshan

Company,LLC

SecretaryTad Lunger, BeanKinney&Korman

MembersRoger Aberth, WestinArlington

Gateway

Joseph F. Burt, NationalScienceFoundation

Joe Dupriest, WashingtonCapitals

Donna Estin, AdvanceGlobalSolutions,Inc.

Michelle Gleason, TheJBGCompanies

Karen Jennings, GatesHudsonAssociates,Inc.(RepresentingDweckProperties)

James McMullin, RESIManagementCorporation

Tom Montgomery, NationalRuralElectricCooperativeAssociation

John Moore, ForestCityCommercialManagement,BallstonCommonMall

Cassidy Mullen, NationalRuralElectricCooperativeAssociation

Larry Nixon, Nixon&VanderhyeP.C

Joe Schechtel, GatesHudsonAssociates,Inc.(RepresentingDweckProperties)

Martin Schnider, FredSchniderCompany

Allyson Ugarte, Ballston-VASquareCivicAssociation

Dr. Talmadge Williams, BluemontCivicAssociation

STAFF

Tina LeoneCEO/Executive [email protected]

Catherine RoperDirector of [email protected]

Allie KrafftInformation [email protected]

901 N Glebe Road, Suite 806 • Arlington VA 22203

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