what do we suggest? herndon economic development strategy: town council april 5, 2011 miles friedman...

What do we suggest?What do we suggest?Herndon Economic Development Strategy: Herndon Economic Development Strategy:

Town CouncilTown CouncilApril 5, 2011April 5, 2011

Miles Friedman & Partners

What Did we Find and What Did we Find and What Does It Mean?What Does It Mean?

• Findings That Informed the Strategic Planning Findings That Informed the Strategic Planning Process/Based Upon What These Sources Had to Process/Based Upon What These Sources Had to SaySay

• Tour of TownTour of Town

• Staff DiscussionStaff Discussion

• Twenty Interviews with Business LeadersTwenty Interviews with Business Leaders

• Focus Group with Community StakeholdersFocus Group with Community Stakeholders

• Four Task Force MeetingsFour Task Force Meetings

• Internet ResearchInternet Research

• National ExperienceNational Experience

4/5/114/5/11Herndon Economic Development Herndon Economic Development Strategy/Town CouncilStrategy/Town Council

Commitment to Commitment to Economic Economic

Development?Development?

• Level One: Hire a half Level One: Hire a half time Senior Level, time Senior Level, Economic Development Economic Development Rep. Cost: $50-60K+ Rep. Cost: $50-60K+ benefits.benefits.

• Level Two: Hire a full Level Two: Hire a full time, Mid-level or Senior time, Mid-level or Senior Level Economic Level Economic Development Rep. Development Rep. Cost: $90-110K + Cost: $90-110K + benefitsbenefits

• Level Three: Hire a Level Three: Hire a Senior Economic Senior Economic Development Consultant Development Consultant on a fixed price on a fixed price contract. Cost = $50-contract. Cost = $50-75K, no benefits.75K, no benefits.

OPPORTUNITY: OPPORTUNITY:

If the Town can commit to an ongoing ED If the Town can commit to an ongoing ED presence, it will get the attention of the business presence, it will get the attention of the business community and jump start implementation of the community and jump start implementation of the

strategy.strategy.

Many simply want a single point of contact with Many simply want a single point of contact with responsibility for economic development.responsibility for economic development.

Suggestion: Hire an Economic Development Suggestion: Hire an Economic Development PersonPerson

OPPORTUNITY: OPPORTUNITY:

If the Town can commit to an ongoing ED If the Town can commit to an ongoing ED presence, it will get the attention of the business presence, it will get the attention of the business community and jump start implementation of the community and jump start implementation of the

strategy.strategy.

Many simply want a single point of contact with Many simply want a single point of contact with responsibility for economic development.responsibility for economic development.

Suggestion: Hire an Economic Development Suggestion: Hire an Economic Development PersonPerson

4/5/114/5/114/5/114/5/11Herndon Economic Herndon Economic Development Development Strategy/Town CouncilStrategy/Town Council

Herndon Economic Herndon Economic Development Development Strategy/Town CouncilStrategy/Town Council

The Economic The Economic Development Development

Representative Representative

• Launch business visitation Launch business visitation program with protocols for program with protocols for follow upfollow up

• Engage and communicate Engage and communicate more regularly and more regularly and effectively with partners effectively with partners (FCEDA; Visit Fairfax; (FCEDA; Visit Fairfax; chambers)chambers)

• Expand overall ongoing Expand overall ongoing communication with communication with existing businesses (with existing businesses (with Town PIO) to include Town PIO) to include newsletter, planned eventsnewsletter, planned events

• Review and summarize Review and summarize Town processes and serve Town processes and serve as guide to businesses as guide to businesses through these processesthrough these processes

It is important that the new ED Person It is important that the new ED Person be able to “hit the ground running.” be able to “hit the ground running.”

While this person will have a wide range While this person will have a wide range of capabilities, there are items that will of capabilities, there are items that will

need to be tackled right away.need to be tackled right away.

Given that the Fairfax County Economic Given that the Fairfax County Economic Development Authority (FCEDA) Development Authority (FCEDA)

handles business attraction, the Herndon handles business attraction, the Herndon Economic Development Rep will need Economic Development Rep will need

to concentrate on working with to concentrate on working with expansion and retention of existing expansion and retention of existing

businesses. businesses.

It is important that the new ED Person It is important that the new ED Person be able to “hit the ground running.” be able to “hit the ground running.”

While this person will have a wide range While this person will have a wide range of capabilities, there are items that will of capabilities, there are items that will

need to be tackled right away.need to be tackled right away.

Given that the Fairfax County Economic Given that the Fairfax County Economic Development Authority (FCEDA) Development Authority (FCEDA)

handles business attraction, the Herndon handles business attraction, the Herndon Economic Development Rep will need Economic Development Rep will need

to concentrate on working with to concentrate on working with expansion and retention of existing expansion and retention of existing

businesses. businesses.



Many raised the Many raised the need for need for

Marketing and a Marketing and a clear image/brandclear image/brand

• Level 1: Hire a firm to Level 1: Hire a firm to conduct a “pre-conduct a “pre-marketing exercise” that marketing exercise” that clarifies the clarifies the image/brand. Cost: $50-image/brand. Cost: $50-60,000.60,000.

• Level 2: Have that firm Level 2: Have that firm lay out a blueprint for lay out a blueprint for marketing the marketing the image/brand in Herndon. image/brand in Herndon. Cost: $25-35,000 Cost: $25-35,000 additional.additional.

• Level 3: Conduct a first Level 3: Conduct a first year internal marketing year internal marketing program: Cost: $50-program: Cost: $50-100,000 additional.100,000 additional.

OPPORTUNITY:OPPORTUNITY:

There is momentum now for crafting a There is momentum now for crafting a strong, unified image that businesses and strong, unified image that businesses and residents can get behind and can be used residents can get behind and can be used

to market the town to its businesses, to market the town to its businesses, residents and travelers. Showcase assets residents and travelers. Showcase assets like Dulles, technology, Metro, schools, like Dulles, technology, Metro, schools,

and Reston proximity.and Reston proximity.


There is momentum now for crafting a There is momentum now for crafting a strong, unified image that businesses and strong, unified image that businesses and residents can get behind and can be used residents can get behind and can be used

to market the town to its businesses, to market the town to its businesses, residents and travelers. Showcase assets residents and travelers. Showcase assets like Dulles, technology, Metro, schools, like Dulles, technology, Metro, schools,

and Reston proximity.and Reston proximity.



Hospitality venues Hospitality venues are Important to allare Important to all

• Level 1: Explore ways to Level 1: Explore ways to engage the group and engage the group and create technology-based create technology-based marketing effort. Work marketing effort. Work closely with Visit Fairfax.closely with Visit Fairfax.

• Level 2: Assess ways to Level 2: Assess ways to leverage private funding leverage private funding to help support a to help support a marketing program.marketing program.

• Level 3: Consider Level 3: Consider committing funds to a committing funds to a marketing plan, marketing plan, contingent on matching contingent on matching the funds with private the funds with private investments.investments.


These venues are looking for the Town These venues are looking for the Town to take the initiative and would most to take the initiative and would most likely be energized by any marketing likely be energized by any marketing

effort, if they can be engaged.effort, if they can be engaged.

Suggestion: Launch a pre-marketing Suggestion: Launch a pre-marketing planning process and involve some of planning process and involve some of

your venues.your venues.


These venues are looking for the Town These venues are looking for the Town to take the initiative and would most to take the initiative and would most likely be energized by any marketing likely be energized by any marketing

effort, if they can be engaged.effort, if they can be engaged.

Suggestion: Launch a pre-marketing Suggestion: Launch a pre-marketing planning process and involve some of planning process and involve some of

your venues.your venues.



Businesses said Businesses said they Do Not Feel they Do Not Feel

EngagedEngaged

• Level 1: Develop a Level 1: Develop a work plan for creating work plan for creating a volunteer Economic a volunteer Economic Development Council.Development Council.

• Level 2: Form a Level 2: Form a volunteer Economic volunteer Economic Development Council Development Council to advise the Town to advise the Town and to tackle and to tackle appropriate issues. appropriate issues. Cost: staff time Cost: staff time quarterly lunches.quarterly lunches.

• Level 3: Commit a Level 3: Commit a modest budget to modest budget to underwrite ED underwrite ED research projects.research projects.


A Pro-Active Economic Development A Pro-Active Economic Development Initiative Can Engage and Energize the Initiative Can Engage and Energize the

Business Community. Consider a means of Business Community. Consider a means of keeping the private sector involved and keeping the private sector involved and informed…a good start has been made.informed…a good start has been made.

Suggestion: Form a blue ribbon Economic Suggestion: Form a blue ribbon Economic Development Advisory Council.Development Advisory Council.


A Pro-Active Economic Development A Pro-Active Economic Development Initiative Can Engage and Energize the Initiative Can Engage and Energize the

Business Community. Consider a means of Business Community. Consider a means of keeping the private sector involved and keeping the private sector involved and informed…a good start has been made.informed…a good start has been made.

Suggestion: Form a blue ribbon Economic Suggestion: Form a blue ribbon Economic Development Advisory Council.Development Advisory Council.



People say they People say they Like the Small Like the Small

Town FeelTown Feel• Downtown: critical Downtown: critical

mass?mass?

• Commercial Commercial areas/image?areas/image?

• Re-developmentRe-development

• Sectors of town?Sectors of town?

• Schools & Schools & transportationtransportation

• Day LaborDay Labor

• Cultural diversityCultural diversity

Many of these issues come back to the Many of these issues come back to the need for image building:need for image building:

The Town has a chance to craft its image The Town has a chance to craft its image around the values that make it attractive around the values that make it attractive

to businesses, both traditional, and to businesses, both traditional, and cutting edge.cutting edge.

Reconcile “home town” and “home to Reconcile “home town” and “home to business”.business”.

Many of these issues come back to the Many of these issues come back to the need for image building:need for image building:

The Town has a chance to craft its image The Town has a chance to craft its image around the values that make it attractive around the values that make it attractive

to businesses, both traditional, and to businesses, both traditional, and cutting edge.cutting edge.

Reconcile “home town” and “home to Reconcile “home town” and “home to business”.business”.



Image isn’t everything…it’s the only thing!

Can these be addressed through image control?

Government Government processes issue processes issue

raisedraised

• Level 1: Have the new Level 1: Have the new ED person package ED person package existing commercial existing commercial processes and act as a processes and act as a contact for businesses.contact for businesses.

• Level 2: Initiate an Level 2: Initiate an internal review.internal review.

• Level 3: Appoint an Level 3: Appoint an ombudsman.ombudsman.


An Economic Development Initiative An Economic Development Initiative and Ongoing Capacity would send a and Ongoing Capacity would send a

positive message to the business positive message to the business community about Town government.community about Town government.

There needs to be consistency and There needs to be consistency and transparency to all commercial transparency to all commercial

processes, in perception, as well as in processes, in perception, as well as in reality.reality.


An Economic Development Initiative An Economic Development Initiative and Ongoing Capacity would send a and Ongoing Capacity would send a

positive message to the business positive message to the business community about Town government.community about Town government.

There needs to be consistency and There needs to be consistency and transparency to all commercial transparency to all commercial

processes, in perception, as well as in processes, in perception, as well as in reality.reality.



Constraint: we are Constraint: we are built outbuilt out

• Level 1: Partner with an Level 1: Partner with an educational institution educational institution on seminars for on seminars for entrepreneurs and small entrepreneurs and small businesses. Little cost.businesses. Little cost.

• Level 2: Explore Level 2: Explore partnerships for partnerships for development of a development of a modest business modest business incubator. Cost: can be incubator. Cost: can be minimal.minimal.

• Level 3: Attract a Level 3: Attract a satellite university satellite university campus.campus. Cost: TBD Cost: TBD

The lack of new space and the fact that The lack of new space and the fact that FCEDA handles most investment FCEDA handles most investment

attraction, may suggest that Herndon attraction, may suggest that Herndon should look in a direction that addresses should look in a direction that addresses

business vitality. business vitality.

This could be a progressive Economic This could be a progressive Economic Development niche for Herndon.Development niche for Herndon.

The lack of new space and the fact that The lack of new space and the fact that FCEDA handles most investment FCEDA handles most investment

attraction, may suggest that Herndon attraction, may suggest that Herndon should look in a direction that addresses should look in a direction that addresses

business vitality. business vitality.

This could be a progressive Economic This could be a progressive Economic Development niche for Herndon.Development niche for Herndon.



Current ED Resources: what they Current ED Resources: what they reported As their rolereported As their role

• Fairfax County Economic Development Authority: Fairfax County Economic Development Authority: recruits office tenants, handles prospects, develops recruits office tenants, handles prospects, develops data; and markets the County, including Herndondata; and markets the County, including Herndon

• Town of Herndon Mayor, Manager, Staff: visit Town of Herndon Mayor, Manager, Staff: visit businesses, prepare materials, reactive outreachbusinesses, prepare materials, reactive outreach

• Dulles Regional Chamber: maintains office, holds Dulles Regional Chamber: maintains office, holds eventsevents

• Visit Fairfax: County-wide travel and tourism promotionVisit Fairfax: County-wide travel and tourism promotion

• State Commerce Department, Dept of Business State Commerce Department, Dept of Business Assistance, ED Partnership: does statewide marketing, Assistance, ED Partnership: does statewide marketing, business recruitment and business assistancebusiness recruitment and business assistance


Top PrioritiesTop Priorities

YEAR ONEYEAR ONE• ID the “Go to” ED PersonID the “Go to” ED Person

• Launch business visitation program Launch business visitation program with protocols for follow upwith protocols for follow up

• Engage and communicate more Engage and communicate more regularly and effectively with regularly and effectively with partners (FCEDA; Visit Fairfax; partners (FCEDA; Visit Fairfax; chambers)chambers)

• Expand overall communication with Expand overall communication with existing businesses, working with existing businesses, working with the Town PIO, to include newsletter, the Town PIO, to include newsletter, planned eventsplanned events

• Prepare for Marketing Locally: Build Prepare for Marketing Locally: Build the Brand, in tandem with the PIOthe Brand, in tandem with the PIO

• Help businesses with Town Help businesses with Town processesprocesses

YEAR TWOYEAR TWO

• Create private sector Create private sector Economic Development Economic Development CouncilCouncil

• Rally the travel and Rally the travel and tourism venues in support tourism venues in support of a technology-based ED of a technology-based ED marketing program; work marketing program; work with Visit Fairfaxwith Visit Fairfax

• Explore strategies that Explore strategies that could augment downtowncould augment downtown

Integrate and coordinate Integrate and coordinate events with the ED events with the ED programprogram


Year three and beyondYear three and beyond

• Prioritize redevelopment options and explore Prioritize redevelopment options and explore opportunitiesopportunities

• Raise private investment in economic Raise private investment in economic developmentdevelopment

• Continue to build on development around MetroContinue to build on development around Metro

• Explore options for attracting a satellite campus Explore options for attracting a satellite campus for a VA university for a VA university

• Explore prospects for developing a program to Explore prospects for developing a program to encourage and support entrepreneursencourage and support entrepreneurs


what do we suggest? herndon economic development strategy: town council april 5, 2011 miles friedman...

Documents

half time senior level

marketing exercise

business community

town pio

town processes

business attraction

business leadersfocus

ongoing ed presence