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HomeMy WebLinkAbout04-13-2009 CITY OF MOUNDS VIEW ECONOMIC DEVELOPMENT AUTHORITY MEETING AGENDA MOUNDS VIEW CITY HALL Monday, April 13, 2009 6:00 p.m. 1. CALL TO ORDER 2. ROLL CALL: President Flaherty, Vice President Stigney, Commissioner Hull, Commissioner Mueller, Commissioner Gunn 3. APPROVAL OF AGENDA 4. PUBLIC INPUT: Citizens may speak to issues not on tonight’s agenda. Before speaking, please give your full name and address for the minutes. Also, please limit your comments to three minutes. 5. APPROVAL OF MINUTES: A. Monday, February 23, 2009, EDA Minutes 6. CONSENT AGENDA 7. EDA BUSINESS A. Resolution 09-EDA-252, Approving First Amendment to Development Assistance Agreement Between Mounds View Economic Development Authority and MoundsVista, Inc. B. Adopt Brand Strategy and Select New City Logo 8. REPORTS 9. NEXT EDA MEETING: Monday, April 27, 2009 10. ADJOURNMENT Corrections made by Council Member Mueller, Cler-Administrator Ericson and Community Development Director Ken Roberts PROCEEDINGS OF THE MOUNDS VIEW EDA 1 CITY OF MOUNDS VIEW 2 RAMSEY COUNTY, MINNESOTA 3 4 Regular Meeting 5 February 23, 2009 6 Mounds View City Hall 7 2401 Highway 10, Mounds View, MN 55112 8 6:00 P.M. 9 10 11 1. CALL MEETING TO ORDER 12 13 2. ROLL CALL: President Flaherty, Vice President Stigney, Commissioner Hull, 14 Commissioner Mueller, Commissioner Gunn, and Executive Director Ericson. 15 16 NOT PRESENT: None. 17 18 3. APPROVAL OF AGENDA 19 20 Executive Director Ericson added Reports, 8A. Update on 2009 EDC Priorities. 21 22 MOTION/SECOND: Gunn/Mueller. To Approve the February 23, 2009 Agenda as revised. 23 24 Ayes – 5 Nays – 0 Motion carried. 25 26 4. PUBLIC INPUT 27 28 There was none. 29 30 5. APPROVAL OF MINUTES 31 A. January 12, 2009, EDA Minutes. 32 33 MOTION/SECOND: Mueller/Hull. To Approve the January 12, 2009 Minutes as presented. 34 35 Ayes – 5 Nays – 0 Motion carried. 36 37 6. CONSENT AGENDA 38 39 None. 40 41 The EDA agreed with the suggestion of President Flaherty to next consider Item 8A, Update on 42 2009 EDC Priorities. 43 44 Mounds View EDA February 23, 2009 Regular Meeting Page 2 8. REPORTS 45 A. Update on 2009 EDC Priorities 46 47 Economic Development Specialist Steinmetz presented the five EDC 2009 priorities as follows: 48 1) Development/redevelopment along CR10 Corridor; 2) Incorporate the Risdall Branding Study 49 and Project; 3) Monitor and Assist City-Wide Housing Issues and Projects; 4) Support the 50 Implementation of City’s Street and Utility Improvement Project; and 5) Skyline Motel 51 Redevelopment. Economic Development Specialist Steinmetz stated the EDC appreciates the 52 Council will consider these priorities at its February 28, 2009, Council Retreat. 53 54 7. EDA BUSINESS 55 A. Mounds View Branding Project – Discovery Findings Reports and 56 Preliminary Brand Strategy. 57 58 Patrick Bettenburg, Risdall Marketing Group, advised the group about the process used to gather 59 information through interviews to create the resident survey and business operator’s survey. He 60 reviewed the Findings Report, highlighting developer interviews, secondary research of City 61 documentation, and forms of communication. During this research, they uncovered that the 62 CR10 corridor had been studied on several occasions, starting in 2002. Those studies contained 63 information on which to plan actions and gave insight on the City’s priorities to improve the 64 overall “brand” of Mounds View. Risdall found several key insights that were generally positive. 65 However, one real concern was the image of Mounds View as negatively connected to CR10. 66 There was a strong showing in statistical research that residents were concerned about the low 67 level of improvements made to CR10. That perception also affects the reputation of Mounds 68 View by the outside world so different strategies have been included to address that perception. 69 70 Commissioner Mueller asked Risdall to further develop their insight related to effective 71 communication through Mounds View Matters, the City’s newsletter. Mr. Bettenburg noted that 72 is addressed in Phase 4, the Visibility Phase. 73 74 President Flaherty commented on the positive feedback from residents and business owners and, 75 more importantly, that they identified areas that can be worked on such as the CR10 corridor. He 76 stated this information would be addressed at the Council’s retreat, which is open to the public. 77 78 Mr. Bettenburg advised that one topic intentionally not covered was the Medtronic transaction. 79 This was done strategically, since the beginning of the process, based on interviews with key 80 leaders indicating it may be a decisive issue. Risdall decided to see if that topic came up 81 naturally through the survey process, which offered ample opportunity to write in comments. 82 However, not much concern was expressed related to the Medtronic transaction. Mr. Bettenburg 83 stated it should be safe to say that residents feel it is time to move on. 84 85 86 87 Mounds View EDA February 23, 2009 Regular Meeting Page 3 Mr. Bettenburg presented the preliminary Brand Strategy Phase and recommendations for the 88 Council’s internal debate when setting priorities. He noted the key elements of the brand came 89 from the resident’s image survey based on the values they set. The brand promise reflects the 90 City, addressing what the City’s delivers as benefit, as follows: “The City of Mounds View is a 91 friendly and active community with a small town feel, committed to being family-friendly, safe 92 and fun, with planned and managed growth and development, overseen by an open government 93 that is responsive and fiscally responsible.” 94 95 Mr. Bettenburg then read the recommendation of brand strategies and five objectives that were 96 shaped by the resident’s comments. He commented on the impact of CR10 and opportunity for 97 redevelopment that could be capitalized upon if redeveloped as a boulevard or parkway. Mr. 98 Bettenburg offered their consultation services to assist the City set priorities, stating that based on 99 the Council’s direction; they will redraft the final Brand Strategy. 100 101 Vice President Stigney noted the indication that at the March 9, 2009 EDA meeting, the final 102 Brand Strategy, new logo, and tag line will be presented. He asked when the EDA would see the 103 draft City logo. Economic Development Specialist Steinmetz stated on March 9, 2009, versions 104 of the logos will be posted and an interactive process will occur between the EDA and EDC to 105 narrow the choices. A final logo and tag line would not be decided upon until a future meeting, 106 possibly in April. If a logo is selected, it would be unveiled at the April 25, 2009 Town Hall 107 meeting. 108 109 President Flaherty agreed the first step should be the beautification of CR10, noting the trail 110 system will be installed on the north side this summer. He stated he has been asked what process 111 was used by Arden Hills with Highway 96 and New Brighton with Silver Lake Road. President 112 Flaherty stated his support to develop CR10 into a parkway and asked staff to determine the 113 process involved with the County or Mn/DOT. 114 115 Community Development Director Roberts advised that in Arden Hills, a Ramsey County project 116 redeveloped Highway 96 and the local communities were able to provide input into landscaping 117 and beautification. With CR10, the road surface is in good shape and the issue is beautification. 118 119 Commissioner Gunn stated a study has already been prepared for CR10. 120 121 Commissioner Mueller commented on the process used by New Brighton to landscape Silver 122 Lake Road and challenges they faced with maintaining trees planted in the center median. 123 124 Mr. Bettenburg stated that a plan had previously been prepared regarding how to landscape and 125 beautify CR10 that includes realignment of intersections to create right angles, some being very 126 expensive. He stated those plans might have to be revised, but that information is available. 127 With regard to timing, he advised that developers have indicated there will be no work in this 128 area for several years due to the constriction of capital and lending. It was also indicated that 129 there would be considerable changes coming for the CR10 and CR H intersection due to the 130 Mounds View EDA February 23, 2009 Regular Meeting Page 4 future development of the TCAAP property. Mr. Bettenburg explained that activity will “open a 131 window” of a year or two for Mounds View to develop a long-range plan for CR10 132 redevelopment. 133 134 Dr. Greg Belting, 5372 Edgewood Drive, and EDC Member, thanked Risdall for the great job 135 done on this Study. He asked if it is known when Ramsey County will make improvements to 136 CR10, noting it is an outdated, non-curbed road design. Community Development Director 137 Roberts stated this discussion will continue at the upcoming Council Retreat and the March 9, 138 2009 EDA meeting. 139 140 Vice President Stigney suggested that several logos be presented at the Town Hall meeting and 141 residents be invited to provide input. Community Development Director Roberts explained there 142 are two ways to approach this. One is that the EDA is the elected policy makers to select the 143 logo. The other is for citizen involvement and the Town Hall would be the perfect opportunity if 144 there were enough citizen participation. 145 146 President Flaherty stated if the EDA can narrow the choices to two or three logos, they could be 147 presented at the Town Hall meeting to obtain citizen’s input, with the EDA making the final 148 determination. 149 150 Mr. Bettenburg emphasized that creating the logo is a creative exercise and always the product of 151 subjective review. He stated that while he appreciates the idea of getting a lot of public input, 152 and that can be accommodated, he would recommend the final determination be made by the 153 EDA rather than offering a “logo contest” to residents. He noted the final three logo designs 154 could be posted on the City’s website, if desired, with an option to submit comments. 155 156 8. REPORTS 157 A. Update on 2009 EDC Priorities. 158 159 This item was addressed earlier in the meeting. 160 161 9. NEXT EDA MEETING: Monday, March 9, 2009 at 6:30 p.m. 162 163 10. ADJOURNMENT 164 165 President Flaherty adjourned the meeting at 6:52 p.m. 166 167 Respectfully submitted, 168 169 Recorded and transcribed by: 170 Carla Wirth 171 TimeSaver Off Site Secretarial, Inc. 172 Item Number: 7A Meeting Date: April 13, 2009 Type of Business: EDA Administrator Review: _____ City of Mounds View Staff Report To: Economic Development Authority (EDA) From: Heidi Steinmetz, Economic Development Specialist Item Title/Subject: Resolution 09-EDA-252, Approving First Amendment to Development Assistance Agreement Between Mounds View Economic Development Authority and MoundsVista, Inc. Background In October 2001, the EDA entered into a Development Assistance Agreement with MoundsVista, Inc. (d.b.a. The Mermaid). Per the agreement, the EDA agreed to issue Tax Increment Financing (TIF) Revenue Bonds. The EDA took out bonds on behalf of MoundsVista and then authorized selling the bonds to First Bank and Western Bank. MoundsVista received $631,897 in assistance and the bondholders received the interest earnings. As shown in the below image, the assistance paid for redevelopment activities (land acquisition, building demolition, site clearance, etc.) that allowed for the construction of the hotel and banquet center. Hotel Addition Acquisition & Demolition Of “Rent All” building Banquet Center Addition The Mermaid’s Original Building EDA Item 7A - April 13, 2009 MoundsVista Amendment Discussion As detailed in the attached letter from MoundsVista’s attorney dated March 20, 2009, MoundsVista requested that the EDA modify the Development Assistance Agreement to allow for the sale of the hotel and the continuation of semi-annual payments to the bondholders. The City Council discussed MoundsVista’s request on March 23, 2009 and April 6, 2009 and indicated that an amendment to the agreement would be supported. They also suggested that MoundsVista pay off one-third of the outstanding balance of the bonds. The Council identified “one-third of the outstanding balance” as a proper payoff amount because MoundsVista’s March 20, 2009 letter stated the following: “The division of property taxes on the MoundsVista site as a whole, as it now exists, is approximately 2/3 Mermaid facility, 1/3 hotel…” City staff informed representatives of MoundsVista of the EDA’s position that one-third of the outstanding balance be paid off. MoundsVista responded that they are not in a position financially to accommodate such a condition. City Attorney Scott Riggs has drafted the proposed modification language to Section 4.1 of the Development Assistance Agreement. Attached is the amendment for the EDA’s review. MoundsVista is responsible for paying any and all fees associated with this modification. Next Step If the EDA agrees to the modification, MoundsVista will then request (at the April 13, 2009 City Council meeting) that the City Council approve the subdivision of MoundsVista’s property into two lots as shown in the below image (one lot for the hotel and another lot for the restaurant and banquet center). City staff has prepared a separate report covering the proposed final plat. Restaurant & Banquet Center Hotel Proposed Final Plat for The Mermaid 2nd Addition EDA Item 7A - April 13, 2009 MoundsVista Amendment Recommendation Staff recommends that the EDA consider approving the attached Resolution (09-EDA- 252) Approving the First Amendment to Development Assistance Agreement Between Mounds View Economic Development Authority and MoundsVista, Inc. This revision would allow for the sale of the hotel and the continuation of semi-annual payments to the bondholders. Respectfully submitted, ____________________________ Heidi Steinmetz, Economic Development Specialist Attachments • Letter from MoundsVista, Inc.’s Attorney Robert Hajek, dated March 20, 2009 • Proposed Amendment to Section 4.1 of the 2001 Development Assistance Agreement • Resolution 09-EDA-252 Item Number: 7B Meeting Date: April 13, 2009 Type of Business: EDA Administrator Review: _____ City of Mounds View Staff Report To: Economic Development Authority (EDA) Cc: Economic Development Commission (EDC) From: Heidi Steinmetz, Economic Development Specialist Item Title/Subject: Adopt Brand Strategy and Select New City Logo Background In August 2008, the EDA authorized a contract with Risdall Marketing Group to work with City staff to complete the Mounds View Branding Project. The main purpose of the project is to refresh and accurately portray Mounds View’s image or brand to residents, businesses, prospective businesses and visitors. Below is a project outline with the EDA’s actions to date: 1. Develop a brand strategy and new logo/tagline for Mounds View (derived from resident and business surveys, interviews and research). a. Risdall prepared a Preliminary Brand Strategy that the EDA reviewed on February 23, 2009. Staff is recommending that the EDA formally adopt the attached final Brand Strategy at the April 13, 2009 EDA meeting. b. Risdall presented the City Council with seven logo options at the April 6, 2009 Work Session. The City Council narrowed the options to the attached three finalists based on a process of elimination. Note: the process used to create the seven logo options included the public’s input from the resident survey, City staff input and Risdall Marketing Group’s expertise. 2. Develop a public communications/marketing plan (based on the brand strategy). Risdall will create this plan after the EDA chooses a logo. Risdall will continue the process of creating a new City tagline as they develop the City marketing plan. Discussion The attached three logo finalists were tweaked by Risdall based on the City Council’s suggestions from the April 6, 2009 Work Session. The text underneath each logo EDA Item 7B - April 13, 2009 Selection of New City Logo shows where and how the new City tagline fits with each design. Also attached are images of different ways the City may apply the logos to such things as the water tower, street signs and entrance signs. When selecting a new logo, it is important to visualize how it will appear on the various applications. Other applications for the City logo include: • Letterhead • Business Cards • Envelopes • Staff Reports • Website • Newsletter • Public Notices • City Checks • Invoices • Licenses • Permits • City Vehicles • Squad Cars • City Flag • City Maps • Clothing • City Pins • Coffee Mugs Staff will phase in the use of the new City logo to most applications; however, it can be used immediately at no cost to the City for such things as staff reports and the City newsletter. Mounds View Logo History Mounds View has had two official logos over the years. City records do not indicate who chose the logos or how they were chosen. As shown below, Mounds View’s logos reflect the times in which the logos were created and each lasted a considerable amount of time. The current logo is 17 years old. As Mounds View resident Cindy Carvelli stated at the April 6, 2009 Work Session, the new City logo should reflect today and the future. Original City Logo (created ?) Current City Logo (created in 1991) EDA Item 7B - April 13, 2009 Selection of New City Logo Recommendation Staff recommends that the EDA: • Formally adopt the final Brand Strategy at the April 13, 2009 EDA meeting; and, • Chose a final logo design at the April 13, 2009 EDA meeting; and • If necessary, work with Risdall to tweak the EDA’s chosen logo; and, • Approve the unveiling of the new logo to the public at the April 25, 2009 Town Hall Meeting. Respectfully submitted, ___________________________ Heidi Steinmetz, Economic Development Specialist Attachments • Final Brand Strategy • Three Logo Designs • Images of Logo Applications City of Mounds View Page 1 Brand Strategy ©2009 RMG, LLC 3/6/2009 City of Mounds View Brand Strategy I. Define the Elements of the brand. a. Brand Values i. Convenient ii. Centrally located iii. Strong sense of community iv. Open/ Honest v. Active, outdoor community vi. Committed/ Involved vii. Safe viii. Small town feel ix. Friendly/ Neighborly x. Clean xi. Quiet xii. Connected b. Brand Promise i. The City of Mounds View is an active community with a small town feel, committed to being family friendly, safe and fun, with planned and managed growth and development, overseen by an open government that is responsive and fiscally responsible. c. Define the Constituency i. Primary – residents of the city ii. Secondary – Business community and potential new businesses and developers iii. Tertiary – Neighboring cities, the Twin Cities metro and the world at large d. Define the Messaging i. Messaging Framework 1. The city is a close knit community with a small town feel. The geographic location supports this naturally. 2. The city government is open to citizen input and involvement at all levels. 3. The city desires to provide planned improvements in a way that meets the current needs of the aging infrastructure and provides improved quality of living for current and future residents e. Brand Objectives i. Develop a new look and tagline that more accurately reflect the values and true identity of Mounds View ii. Keep residents and businesses informed and involved in all facets of city planning and strive to project a positive growth perspective City of Mounds View Page 2 Brand Strategy ©2009 RMG, LLC 3/6/2009 iii. Capitalize on the County Road 10 corridor opportunities to make it central in the identity of the city by creating a main street parkway iv. Develop a long rang vision for future development along the County Road 10 corridor v. Support active and healthy lifestyles with all City improvement plans and programs II. Brand Strategy Recommendations a. Objective One - Develop a new look and tagline i. Create a new symbol and identity system for the city that is more contemporary and representative ii. Develop a new tagline for the city that effectively describes the city’s preferred identity iii. Produce a consistent (brand) image in all communications across all media formats iv. Create key brand messaging consistent with the new brand promise for uniform communication messages b. Objective Two - Keep residents and businesses informed i. Develop plans for each channel of communication 1. Residents communications plan a. Mounds View Matters Newsletter b. City cable channel c. TBD 2. Business communications plan a. Bi-monthly newsletter (proposed) b. TBD 3. Marketing communications plan a. TBD 4. Public relations plan a. TBD 5. Internet communications plan a. TBD c. Objective Three – Capitalize on the County Road 10 corridor i. Reposition city image by capitalizing on the naming opportunity with County Road 10 1. Change the County Road 10 corridor from a highway to a parkway 2. Put the name of the city on the roadway (signage, maps) City of Mounds View Page 3 Brand Strategy ©2009 RMG, LLC 3/6/2009 3. Choose a name like “Parkway” that communicates something better than a highway that develops an image of a main street for the city ii. Consider short-term corridor improvements 1. Improve signage along the roadway (new name) 2. Enhance pedestrian crosswalk(s) along the corridor a. Paint bold lines that command the attention of drivers to pay attention to pedestrians b. Determine key intersections for priority enhancements 3. Enhance the trail and connect them to crosswalks 4. Enhance boarder signage a. Use new logo and tagline on signage b. Phase in the use of consistent signage design c. Create boarder monument style for high profile locations d. Add backs to signs with ‘thanks for visiting’ Mounds View d. Objective Four – Develop a long rang vision for future development i. Capitalize on the business growth potential of the corridor ii. Work with a city planner to analyze potential and needs iii. Consider the ‘main street’ concept for the city iv. Fit in well with surrounding area development plans and place brands in complimentary and supporting fashion v. Consider key opportunities to create synergy with the TCAPP development project in and around the County Rd. 10 and County H intersection and along the corridor e. Objective Five – Support active and healthy lifestyles i. Create a Mounds View Garden Club 1. Support one of the favorite things residents like to do 2. Involve volunteers with city beautification 3. Build ‘planters’ near intersections for club to maintain 4. Incorporate planters into boarder monument designs ii. Connect the trails to the crosswalks 1. Support access to for pedestrians and bikers/joggers 2. Consider bike lanes on key streets iii. Increase the number of bike racks around the city iv. Assess Festival in the Park for maximum appeal and participation, and to better reflect community interests Ucium veligendem autat es rectur aut Ucium veligendem autat es rectur aut Ucium veligendem autat es rectur aut 1 2 3 3 2 1