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HomeMy WebLinkAboutRDA Agenda Packet 030904• 0 isi8� n p 1979 CITY OF ATASCADERO COMMUNITY REDEVELOPMENT AGENCY AGENDA TUESDAY, MARCH 9, 2004 6:30 P.M. Atascadero Lake Pavilion 9315 Pismo St. Atascadero, California ROLL CALL: Chairperson O'Malley Vice Chairperson Pacas Board Member Luna Board Member Clay Board Member Scalise APPROVAL OF AGENDA: Roll Call COMMUNITY FORUM: A. CONSENT CALENDAR: 1. Community Redevelopment Agency Minutes — January 27, 2004 ■ Board Secretary recommendation: Board approve the Community Redevelopment Agency minutes of January 27, 2004. (Board Secretary) 2. Community Redevelopment Agency Minutes — February 10, 2004 ■ Board Secretary recommendation: Board approve the Community Redevelopment Agency minutes of February 10, 2004. (Board Secretary) B. DIRECTOR'S REPORT: Wade McKinney, Executive Director 1. Retention of Consultant Services: ■ Fiscal impact: Not to exceed $62,000.00. ■ Staff recommendation: Agency Board authorize the Executive Director to execute a contract with the Buxton Company in the amount of $60,000, plus an amount not to exceed $2,000 to cover the cost of travel and related out-of-pocket expenses, for research and marketing services to include a Retail Trade Area Determination, Retail Site Selection and Tenant Analysis, and Retailer Recruitment Package. C. ADJOURNMENT: 2 • • ITEM NUMBER: A-1 DATE: 03/09/04 1918 1979 wCITY OF A TASCADEROCOMMUNITY REDEVELOPMENT AGENCY DRAFT MINUTES TUESDAY, JANUARY 27, 2004 6:30 P.M. Chairperson O'Malley called the meeting to order at 6:30 p.m. ROLL CALL: Present: Board Members Luna, Clay, Scalise, Pacas and Chairperson O'Malley Absent: None Others Present: Board Secretary Marcia McClure Torgerson Staff Present: Executive Director Wade McKinney, Board Treasurer Rachelle Rickard, Community Development Director Warren Frace, Information Technology Director Andrew Fruin, Associate Planner Kelly Gleason, Police Chief Dennis Hegwood and City Attorney Roy Hanley. APPROVAL OF AGENDA: MOTION: By Board Member Clay and seconded by Board Member Luna to approve the agenda. Motion passed 5:0 by a roll -call vote. COMMUNITY FORUM: None RDA Draft Minutes 01/27/04 Page 1 of 2 1 A. CONSENT CALENDAR: 1. Community Redevelopment Agency Minutes — December 09, 2003 ■ Board Secretary recommendation: Board approve the Community Redevelopment Agency minutes of December 09, 2003. [Board Secretary] MOTION: By Board Member Luna and seconded by Board Member Clay to approve Item #A-1. Motion passed 5:0 by a voice vote. B. DIRECTOR'S REPORT: Wade McKinney, Executive Director Executive Director McKinney reported on the following: ■ The City has received the registration of the Printery as a historic landmark. ■ Interviews will be begin next week for a Redevelopment Specialist ■ Budget review has not produced clear information as to the impact to the Redevelopment Agency. Board Member Clay asked for clarification on the historic designation for the Printery. Mr. McKinney read the designation letter to the Board. C. ADJOURNMENT: Chairperson O'Malley adjourned the meeting at 6:35 p.m. MEETING RECORDED AND MINUTES PREPARED BY: Marcia McClure Torgerson, C.M.C., Board Secretary RDA Draft Minutes 01/27/04 2 Page 2 of 2 ITEM NUMBER: A-2 DATE: 03/09/04 CITY OF ATASCADERO COMMUNITY REDEVELOPMENT AGENCY DRAFT MINUTES TUESDAY, FEBRUARY 10, 2004 6:30 P.M. Chairperson O'Malley called the meeting to order at 6:30 p.m. ROLL CALL: Present: Board Members Luna, Clay, Scalise, Pacas and Chairperson O'Malley Absent: None Others Present: Board Secretary Marcia McClure Torgerson Staff Present: Executive Director Wade McKinney, Community Development Director Warren Frace, Information Technology Director Andrew Fruin, Police Chief Dennis Hegwood, Fire Chief Kurt Stone and City Attorney Roy Hanley. APPROVAL OF AGENDA: MOTION: By Board Member Luna and seconded by Board Member Clay to approve the agenda. Motion passed 5:0 by a roll -call vote. COMMUNITY FORUM: None RDA Draft minutes 02/10/04 Page 1 of 2 3 ITEM NUMBER: A-2 DATE: 03/09/04 A. CONSENT CALENDAR: 1. Community Redevelopment Agency Minutes — January 13, 2004 ■ Board Secretary recommendation: Board approve the Community Redevelopment Agency minutes of January 13, 2004. [Board Secretary] MOTION: By Board Member Luna and seconded by Vice Chairperson Pacas to approve Item # A-1. Motion passed 5:0 by a voice vote. B. DIRECTOR'S REPORT: Wade McKinney, Executive Director - None C. ADJOURNMENT: 6:34 p.m. Chairperson O'Malley adjourned the meeting at 6:34 p.m. MEETING RECORDED AND MINUTES PREPARED BY: Marcia McClure Torgerson, C.M.C., Board Secretary RDA Draft minutes 02/10/04 4 Page 2 of 2 ITEM NUMBER: B-1 DATE: 03/09/04 Community Redevelopment Agency of Atascadero Staff Report - Executive Director Retention of Consultant Services RECOMMENDATION: Agency Board authorize the Executive Director to execute a contract with the Buxton Company in the amount of $60,000, plus an amount not to exceed $2,000 to cover the cost of travel and related out-of-pocket expenses, for research and marketing services to include a Retail Trade Area Determination, Retail Site Selection and Tenant Analysis, and Retailer Recruitment Package. DISCUSSION: Background: The Buxton Company first came to the attention of staff following a presentation of their CommunitylD Retail Recruiting System attended by Mayor George Luna, and Council Member Tom O'Malley during the League of California Cities Annual meeting. The recruiting system analysis is in two phases. In Phase I, a complete assessment of the retail trade in the City of Atascadero will be made. The assessment will identify distinct geographic zones of customers and retail potential. An analysis of the existing retail product demand along with the demographic and psychographic analyses of households in the community will determine the opportunities for additional retail trade. In Phase II, and based upon the initial Phase I analysis, the City of Atascadero will select a specific site for further analysis. A drive time trade area will be developed from the site and the households profiled. This profile will be compared with the trade area profiles of locations targeted by specific retailers. Approximately twenty (20) specific retailers will be identified. The existing locations of these retailers in the region will also be analyzed to measure the household density needed by the retailer to establish a successful store. A distance study will also be conducted for each of these target retailers so that they will not negatively affect their existing stores in the same trade area. 5 In the end, retail recruitment packages will be prepared for use to attract potential retailers. The marketing package will show the retailer that the households in the trade area match the retailer's target location household profile. The marketing package will also include comparisons to existing retail centers with household profiles similar to the new center, reinforcing the new center as an opportunity for opening a successful store. These materials address specific retailers and can also be used to attract developers to a project. Conclusion: Given the kind of information and tools this study will provide, countless hours of staff time that would otherwise be wasted trying to attract "just any" business can be directed toward attracting those business that will be successful, and add to the overall economic growth and quality of life in the City of Atascadero. FISCAL IMPACT: Not to exceed $62,000.00 ALTERNATIVES: Reject the proposal. ATTACHMENTS: Copy of Proposal and Contract. 6 2 Community/Er Proposal Presented to: City of Atascadero March 1, 2004 Prepared by: Amy Wetzel Expiration Date: April 1, 2004 7 TABLE OF CONTENTS Executive Overview Scope of Services CommunityD 2 Phase I Retail Trade Area Determination 3 Phase II Retail Site Selection Tenant Analysis 4 Retail Recruiting Package 6 Fee and Delivery Schedule 7 Sponsor Requirements 8 Signature Page 9 Bwaon ID—,i ,q Customers Community/Dr EXECUTIVE OVERVIEW Buxton is pleased to present this proposal to the City of Atascadero. The objective of this proposal is to outline the scope of the research that will produce critical fact -based information and marketing packages that can be used by City of Atascadero to proceed with the attraction and expansion of the retail sector. In this proposal, the term "retail" also includes restaurants. In Phase I, we will complete an assessment of the retail trade in the City of Atascadero. This assessment will identify distinct geographic zones of customers and retail potential. An analysis of the existing retail product demand along with demographic and psychographic analyses of the households in the community will determine the opportunities for additional retail trade. In Phase II, based on the initial Phase I analysis, the City of Atascadero will select a specific site for further analysis. A drive time trade area will be developed from the site and the households profiled. This profile will be compared with the trade area profiles of locations targeted by specific retailers. Approximately twenty (20) specific retailers will be identified. The existing locations of these retailers in the region will also be analyzed to measure the household density needed by the retailer to establish a successful store. A distance study will also be conducted for each of these target retailers so that they will not negatively affect their existing stores in the same trade area. This research will be used to create retail recruitment packages to be used to attract potential tenants. The marketing package will show the retailer that the households in the trade area match the retailer's target location household profile. The marketing package will also include comparisons to existing retail centers with household profiles similar to the new center, reinforcing the new center as an opportunity for opening a successful unit. These materials address specific retailers and can also be used to attract developers to this project. Buxton provides market research services and economic development consultation and does not provide engineering services to determine the suitability of the environment, topography or infrastructure requirements. We are pleased to present the following outline of the scope of this project for your consideration. We look forward to your response. Btr,Lon 2 0—if, ng C-- ­ we r7'r- Communitylg SCOPE OF SERVICES PHASE I - RETAIL TRADE AREA DETERMINIATION A. Analysis of potential retail zones to include: ■ Identification of potential retail zones ■ Analysis of the viability for retail development in each identified zone B. Analysis of households ■ Geocode all households in the zones identified above ■ Determine and analyze psychographics of these households ■ Segment and profile all households in each of the zones identified C. Product Demand Analysis ■ Determine average annual household purchases by product (approximately 400 products) ■ Index these purchases to measure product demand compared to national averages D. Deliverables ■ A written presentation to include: ■ Map of the drive time trade area for each selected zone ■ Household profiles based on psychographics ■ Product demand analysis for the drive time trade area ■ Conclusions and recommendations Bw,ton ID-tify'ing C.—m— j 10 CommunityOr SCOPE OF SERVICES PHASE II - RETAIL SITE SELECTION AND TENANT ANALYSIS A. Analysis of a potential retail center within one of the zones analyzed in Phase I, which consists of the following: ■ Develop Drive Time Trade Area ■ Demographic and psychographic profile of households ■ Identification of dominant segment households. ■ Population density of these segments. B. Tenant selection and analysis ■ Identification of retailers with customer profiles similar to the household profiles within the Drive Time Trade area determined in section A above. ■ Analyze the effect of sales transfer (cannibalization) by stores of the same retailer in nearby communities, if applicable. For each targeted retailer, determine the density of the retailer's dominant segment households in the trade areas around the retailer's other locations throughout the state and compare them to the community's dominant segment household density. Bu7,Lon ID-,f,,,g Cu -,- 11 CommunitylD SCOPE OF SERVICES PHASE II - RETAIL SITE SELECTION AND TENANT ANALYSIS (continued) C. Analysis of existing similar retail centers These retail centers may or may not be in neighboring communities and will be selected based on the similarity of the households surrounding these centers as compared to the households profiled surrounding the proposed site. This will better identify retailers that can be successful at this site and will supplement the profile information when marketing to these retailers. D. Deliverables Research report to include: Burton IDentifp,g C.—m- 12 ■ Trade area polygons overlaid on map ■ Household profile by Trade Area ■ Household profile comparisons to specific retailer's target area profiles ■ Dominant segment household densities 7- Community/9 SCOPE OF SERVICES PHASE II — RETAIL RECRUITING PACKAGE A. Marketing Binder We will prepare a Marketing Binder that can be used to market to potential tenants. This binder will indicate the retail potential that is determined in the analysis. Marketing Binders are intended to identify the best tenant mix for the proposed retail center based on the population contained in the established Trade Area. The binder will identify the top retail businesses and will include information to enable the retailer to determine the suitability of this retail center for their retail concept. The Marketing Binder to include: ■ Property description and trade area map ■ Trade area description ■ Psychographic trade area household profile and summaries ■ Demographic summaries and graphs illustrating the trade area ■ Recommended retailers with operating names, addresses, telephone numbers, key executives to contact and retail classification B. Retailer Specific Marketing Package These packages will be used to market the community to the prospective retail tenant or a retail developer and will include items from the Marketing Binder in above A. Each package will address a specific retailer and set forth the research results illustrating to the retailer the opportunity for opening a successful unit at this site. C. Deliverables ■ One (1) copy of the Marketing Binder ■ Additional copies of the Marketing Binder @ $200 each ■ One (1) copy of a retailer specific marketing packages (approximately 20) ■ Additional copies of the retailer specific package @ $100 each Biron- 1D,nt,fy,,g 13 F7- � CommunitylD FEE SCHEDULE FEE FOR SERVICES In consideration for services rendered by Buxton, the City of Atascadero agrees to pay Buxton the pre -approved, actual cost of travel and related out-of-pocket expenses not to exceed $2,000.00 incurred in connection with services performed under this agreement in net ten (10) days. Fees associated with the Community/Do program and its related processes are as below: Phase I Retail Trade Area Determination Phase II Retail Site Selection and Tenant Analysis And Retailer Specific Recruitment Package Total Cost $60,000.00 A $20,000 deposit is due upon execution of this Agreement. A progress payment in the amount of $20,000 will be due upon commencement of Phase II and the balance of $20,000 will be due upon delivery of the results of this proposal. Additional Research Services (post analysis) The following hourly rates will apply for all services rendered outside the scope of this Agreement: CEO/President $250/hour Executive/Senior Vice President $225/hour Vice President/Director/Manager $200/hour GIS Senior Analyst/Analyst $175/hour Administrative $50/hour Estimated time of completion: Phase I - 30 business days from the execution of this agreement. Phase 11 - 45 business days after Phase I is completed. Btraon. ID-4y"g C."'m... 14 Community/Dr SPONSOR REQUIREMENTS PROJECT REQUIREMENTS FOR SPONSOR In order to complete the Community/Do project in the time schedule presented, the following must be provided by the City of Atascadero. A. Project Liaison ■ Designate a local Project Manager who will interface with Buxton during the course of the project. B. Provide the following materials or reports (all materials will be returned at the completion of the project) ■ Economic planning analysis, community visioning or future studies. ■ Current zoning map. ■ Current electronic file of street network, if available ■ Maps or plans for any major highway or roadway upgrade or construction planned in the next five years. ■ Most current traffic count reports ■ List and locate on map, up to three sites or areas to be analyzed for desirability for retail or shopping center development after the completion of Phase I. ■ List and locate on map all shopping centers or malls in the city or ETJ. ■ List and locate on map all major national retailers in the city or ETJ. ■ List of any shopping center or national retailers that have purchased property, but not opened. Indicate if project is under construction. ■ Economic development marketing materials currently used by the community. ■ Ownership of potential retail or shopping center locations may be required. Do not provide unless specifically requested. C. Meeting room to accommodate final report session. The sponsor is responsible for extending invitations to participants. Buxton will provide all briefing/presentation materials. Btron 15 r7F- Community/9 SIGNATURE PAGE This agreement is between the City of Atascadero and Buxton ("the Parties") for the performance of services described in this proposal. The Parties further agree that an independent contractor/employer relationship is created as a result of this agreement. Buxton will not be considered an agent or employee of the City of Atascadero for any purpose. The term of this agreement is one (1) year. This agreement may be terminated by either party at any time upon written notice of 30 days. If this agreement is terminated, Buxton will be paid for services performed up to the date the written notice is received. This agreement shall be administered and interpreted under the laws of the State of Texas. In order to avoid paying State of Texas Sales and Use Tax, the City of Atascadero may be required to provide Buxton with a certificate from the State Comptroller indicating that it is a non-profit corporation and not subject to State of Texas Sales and Use Tax. Agreed and accepted this day of Wade McKinney City Manager City of Atascadero 6500 Palma Avenue Atascadero, CA 93422 Phone: 805-461-5010 Fax: 805-461-0606 (Signature) Buxton Amy Wetzel Territory Business Manager Btron 16