Memo Mainstreet Improvement Project Action Plan
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CITY OF HOPKINS
MEMORANDUM
DATE: April 10, 1991
TO: The Honorable Mayor & City Council
FROM: Tom Harmening,-(. \~,
Community Development Director
SUBJECT: Mainstreet Improvement project Action Plan
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I. Purpose of Discussion
Representatives from the Mainstreet Improvement project
Steering Committee would like to discuss with the city
Council matters pertaining to a draft Action Plan which has
,_ been prepared to address certain issues regarding the
.~ proposed Mainstreet Improvement project.
II. Backqro'llnd
The steering Committee, which is made up of representatives
of the Business Council, HCP, TwinWest Chamber of Commerce
and the city have met for several months to develop a plan
to address communication and promotion issues as related to
the Mainstreet Improvement Project. Attached is a summary
of the activities of the Committee and it's purpose and
goals.
III. Discussion Items
You will n9te that the attached summary references that an
Action Plan is being developed to address communication and
promotion' issues as. related to the proposed project.
Attached is a copy of the first draft of an Action Plan.
During the meeting, members of the Committee desire to
provide a general overview of the plan, outline the purpose
and benefits of having a plan, as well as discuss specifics
relating to the budget proposed in the Action Plan.
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'4i' Attachment
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.~ OVERVIEW - MAIN STREET IMPROVEMENT
PROJECT STEERING COMMITTEE
What follows is a brief outline of the purpose and goals of
the steering committee and the activities which they are
undertaking.
I. Purpose of steering Committee
The purpose of the steering Committee is to prepare and
assist in the implementation of an Action Plan to
facilitate business activity during the Mainstreet
Improvement Project by providing internal communication
between the city, contractors, and businesses, and by
promotion to the general community and customers.
II. Goals of the Committee and the Action' Plan to be
prepared:
o To minimize interruption to the business area.
o To expand market awareness of the goods and
services provided by Hopkins businesses.
_, 0 To maintain and increase the level of business
.. activity in downtown Hopkins.
. 0 To create a positive atmosphere.
o To generate team spirit within the business
community.
o To create a vision of Mainstreet after the
improvement project.
o To generate long term benefits of communication
and networking within downtown Hopkins.
o To educate the public and business community of
the why, how and reasons for the project.
III. Organization
The steering Committee is comprised of representatives
of the city, Business council, HCP, Twinwest Chamber of
Commerce and general Mainstreet business owners.
Current members of the steering committee are as
follows:
Ed Hanlon, Mark Senn, Dick Stanley, Elly Barth, Nelson
Berg, Tom Harmening, Karen' Atkinson, Scott Murray, Tony
Coleman, Todd Johnson and Harry Smith.
IV. Action Plan
c..... , The purpose of the Steering Committee is to prepare and
'. . assist in the implementation of a plan to facilitate
business activity during the Mainstreet Reconstruction
Project. The Steering Committee is working on an
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. Action Plan which focuses on four key areas. These
four areas are as follows:
0 Construction
0 communications
0 Promotions
0 Business Marketing
The plan will describe the four key areas in detail,
~dentify the issues pertaining to each individual area,
and actions to address the. issues to achieve the
overall purpose and goals of the Committee.
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. DRAFT DRAFT
MAINSTREET IMPROVEMENT PROJECT
STEERING COMMITTEE
ACTION PLAN
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MAINSTREET IMPROVEMENT PROJECT ACTION PLAN
; TABLE OF CONTENTS
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Executive Summary
BackgroUndo~ Project
Action Plan:
- Construction
- Communications
- Promotions
. - Marketing
- Financial Summary
Implementation
Evaluation
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TIME - LINE
March 1 - - ~reliminary Plan Ready
March 1 - 30 Consensus Building
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Apri 1 1 Final Plan Ready
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. April 1 - 30 Commitment to Plan
.May 1 Begin Implementation
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EXECUTIVE SUMMARY
~ins.tfeet is the focus of the retail and service conunercial activity
in Hopkins. The historical nature of many buildings on Mainstreet provide
a strong sense of tradition. The residents of Hopkins and the surrounding
communities identify Mainstreetas the heart of Hopkins. It exists in
contrast to the surrounding communities which lack central focus and whose
retail areas are largely composed of strip shopping centers and malls.
Mainstreet is an unique resource of Hopkins.
A 1988 Market Study by Laventhol & Horwath recommended bhe"Oity ,) under-
take physical ch?nges to Mainstreet to better serve. the customers. and
enhance the image of the community. Over the past two years the Business
Community and City of Hopkins have worked closely together to determine
whether a project should be undertaken. After extensive !s.tudy. and public
discussion, the City Council has approved a major improvement project to
einstreet. Th.e project is being undertaken for several reasons:
0 To increase on~street parking on Mainstreet
0 To return to the traditional appearance of Mainstreet, thereby
eliminating jogs and improving traffic flow
0 To replace or repair aged underground utilities which are under
capacity or deteriorated
0 To replace deteriorated sidewalks which have become unsafe and
unsightly
0 To replace concrete curbs and bituminous streets as needed
0 To upgrade the function and appearance through lighting,
traffic signals. and other amenities
The result will be an attactive and functional street which will provide
a fresh new face .to Downtown, improve the overall image of the community
and enhance the business environment.
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The in.provement project will occur during19~1 -:...92. . A project of this
.cC?pe will unforbunately cause some inconvenience and disruption. rrhe '.l
Business Community and City recognized this challenge and established a
Steering Committee to prepare and .assist in the implementation of a plan
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to facilitate business activity during the improvement process. This PLan
is the result of several months of work by representatives of the follow-
ing groups: Hopkins Business Council, Hopkins'Community Promotions,
TwinWest Chamber of Commerce, City Council and City staff.
The Plan is directed to two audiences. First, internal communication
between the,City! contractors, business owners and property owners must
provide frequent and current information and feedback to address actual
construction issues. Secondly, communication to the residents of Hopkins
and the surrounding market area must stress the opportunities of "business
as usual". and the benefits of growth and pr~gress. I
4Ite overall goals of this Plan are:
0 To minimize interruption to the business area
0 To expand market awareness of the goods and services provided
by Hopkins businesses.
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0 To maintai.n and increase the level of business activity in
Downtown Hopkins.
0 To create a positive atmosphere.
0 To generate team spirit within .the business community.
0 To create a vision of Mainstreet after the improvements.
0 To generate long-term benefits of. communication and networking
wi thin Downtown Hopkins. ' .
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0 To educate the public and business community of the why, how
and reasons for the project.
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These. 'goals will be met through Action Plans in four key areas: construction,.
~mmunications, promotions and business marketing. This Plan describes
the four key areas in detail, presenting the issues and actions to accomplish
the ~ overall goals.
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'. MAINSTREET IMPROVEMENT PROJECT
BACKGROUND INFORMATION
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The decision to undertake improvements to Mainstreet consisted of a
process extending well over two years, involving numerous meetings and
opportunities for public participation. What follows is a brief
outline of the process leading to the decision to undertake the
project. Also included is an explanation of the proposed project
,timetable from commencement to completion. '
0 May, J.988 - A commercial Market study prepared by Laventhal &"
Horwath for the caD on Mainstreet was presented to ,the city
council. One of the key findings of the study was that Mainstreet
should undergo physical design chariges to better serve the existing
cpnvenience orientated shopping behaviors., The study recommended
that physical design elements on Mainstreet should support the
multi-stop; drive in and drive out behaviors as opposed to
encouraging one stop, multi-purpose shopping trips.
0 July,J.988 - A request was .made to the City council by the Hopkins
Task Force aSking that a study be undertaken by the city regarding
improvements to the Mainstreet mall area.
0 May, J.989 - A Mainstreet Improvement study prepared by Westwood
. Professional Services was presented to the city council. This
concept study reviewed Mainstreet from 5th Ave. to J.2th Ave,. An
analysis of Mainstreet was completed from a character development
perspective rather than from a traffic geometric and infrastructure
perspective. Two concepts were presented to the ci ty. The concept
which increased , parking to nearly 100 on-street spaces ,was
preferred by the city Council.
0 'January, 2, J.990 - The city received a petition ,from property
owners and businesses people between 6th Avenue and 12th Avenue
adjacent to Mainstreet. The petition requested improvements to
Mainstreet in accordance with the J.989 Mainstreet Improvement
study.
0 March 20, J.990' - The City council ordered the preparation of a
Feasibility study for a Mainstreet Improvement Project from
Washington Avenue to Shady Oak Road. Westwood Professional
services, Inc. was hired by the city to prepare the Feasibility
Report.
0 March -August, J.990 - During these months, Westwood Professional
Services prepared the Feasibility Report with the assistance of
city staff. During the preparation of the report, numerous meetings
were held with a number of organizations including the Business
council, utility companies, other governmental units, etc. Also,
. informational meetings were held to allow for comments and
questions from the business sector and the community in general.
0 September J.8, 1990 - The city council conducted the, required public
hearing on the proposed project.
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~ MAINSTREET IMPROVEMENT PROJECT
BACKGROUNO INFORMATION
The decision to undertake improvements t;o Mainstreet consisted of a
process extending well over two years, involving numerous meetings and
opportunities for public participation. What follows is a brief
outline of the process leading to the decision to undertake the
project. Also included is an explanation of the proposed project
timetable from commencement to completion.
o May, 1988 - A Commercial Market study prepared by Laventhal &
Horwath for the CBO on Mainstreet was presented to the City
Council. One of the key findings of the study was that Mainstreet
should undergo physical design changes to better serve the existing
convenience orientated shopping behaviors. The study recommended
that physical design elements on Mainstreet should support the
mUlti-stop, drive in and drive out behaviors as opposed to
encouraging one stop, multi-purpose shopping trips.
o July, 1988 - A request was made to the City Council by the Hopkins
Task Force aSking that a study be undertaken by the City regarding
improvements to the Mainstreet mall area.
... ... 0 May, 1989 - A Mainstree. t Improvement study. prepared by Westwood
Professional Services was presented to the City Council. This
concept study reviewed Mainstreet from 5th Ave. to 12th Ave. An
analysis of Mainstreet was completed from a character development
perspective rather than from a traffic geometric and infrastructure
perspective. Two concepts were presented to the city. The concept
which increased parking to nearly 100 on-street spaces was
preferred by the City Council.
o January, 2, 1990 - The City received a petition from property
owners and businesses people between 6th Avenue and 12th Avenue
adjacent to Mainstreet. The petition requested improvements to
Mainstreet in accordance with the 1989 Mainstreet Improvement
study.
o March 20, 1990 - The City Council ordered the preparation of a
Feasibility study for a Mainstreet Improvement Project from
Washington Avenue to Shady Oak Road. Westwood Professional
Services, Inc. was hired by the city to prepare the Feasibility
Report.
o March - August, 1990 -During these months, Westwood Professional
Services prepared the Feasibili ty Report with the assistance of
City staff. During the preparation of the report, numerous meetings
were held with a number of organizations including the Business
Council, utility companies, other governmental units, etc. Also,
. informational meetings were held to allow for comments and
questions from the business sector and the community in general.
o September 18, 1990 - The city Council conducted the required public
hearing on the proposed project.
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. 0 November 6, 1990 - Based upon the input received from the public,
the city council ordered the improvement .of Mainstreet and directed
that plans and specifications be prepared for the project.
Characteristics of the project are as follows:
- 5th Avenue to 11th Avenue - Intermediate reconstruction of
Mainstreet would occur in this area. The project would include
the straightening of Mainstreet and the total replacement of
curb/gutter and sidewalks as well as utility repairs, the
replacement of street lighting, retrofitting or replacement of
signal lights, a roadway overlay, and the installation of
landscaping improvements. During construction, two-way traffic
will be allowed in this area.
- 11th Avenue to Shady Oak Road - Full reconstruction of
Mainstreet would occur in this area. The.. proj ect would include
the repair and/ or replacement of utilities, pavement, street
lighting, curb/gutter, sidewalks, and the installation of
landscaping improvements.
o Total estimated project cost - Approximately $3.7 million. Sources
of funding to pay for this project include special assessments, the
use of utility funds, Minnesota State Aid funds, and tax increment
. financing. No General Fund dollars are proposed to be used to fund
. this project.
PRELIMINARY PROJECT TIMETABLE
o March 19, 1991 - The city Council receives the final design plans,
specifications, cost estimates, and orders the advertisements for
bids.
o April 16, 1991 - A tabulation of the bids is returned to the city
Council and the Assessment Hearing is set.
o May 14, 1991 - The required M.S. Chapter 429 Assessment Hearing is
held by the city Council.
o June 25, 1991 - The City Council adopts the assessment roll and
awards the project to the lowest responsible bidders.
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o July 8, 1991 - Construction of the project between 5th Ave. and
11th Ave. begins.
o November 15, 1991 - Construction is completed between 5th Ave. and
11th Ave.
o spring, 1992 - Construction. of the project between 11th Ave. and
17th Ave. begins.
~ 0 June 30, 1992 - Substantial completion of construction between 11th
Ave. and 17th Ave.
o October, ;1992 - Construction between 17th Ave. and Shady Oak Road,
as well as the entire Mainstreet Improvement project, is completed.
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. CONSTRUCTION ISSUES
I. Introduction
The improvement project develops a situation whereby concerns for
accessibility to business and knowledge of parking availability
become apparent. The project dictates that a process be
established for communication to the. business . owners regarding
project scheduling, utility service interruption, security,
safety, and other unforeseen events. Opportunities become
apparent during the construction period with respect to the
undertaking of private improvements by building owners of
sprinkler system installation and signage and building facade
changes.
To address the aforementioned issues,concerns and.opportunities,
the City and business community have many strengths. These
include good rear door accessibility and parking to the downtown
businesses. In addition, a fine network of communication through
the Downtown Business Council, Hopkins Community Promotions, and
related block captains, and other resources currently exists.
Also, the City currently has in place several incentives to
facilitate private improv~ments.
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~ues/Action Plan
Issue No. 1 - Accessibility to Business
During the improvement process on Mainstreet, it is important that accessibility
to businesses be maintained at the highest level possible .To address this
issue, the following action plan. has been developed.
ACTION RESPONSIBILITY FINANCIAL TIMING
o Develop a communication Steering Committee Begin immediately -
theme which reinforces HCP, Business on-going process
a ."business as usual" council, Marketing thereafter.
approach Firm
o Develop a communication steering Committee, Begin immediately -
network involving block HCP, City, Business monitor & update as
captains, telephone Council needed.
tree, City contact'
person.
o Prepare materials for City MaY/June, 1991 -
newspaper/media illus- ongoing thereafter.
trating access routes,
.larking facilities.,
~roject updates (this
info should not empha-
size construction
issues).
o Provide street signage City July, 1991 - on:-
denoting parking lots, going thereafter.
detours, access routes,
etc.
o Insure proper lighting city, Business or June/July 1991 -
is maintained during Property owners ongoing there-
construction process after.
both on Mainstreet and
in alleys..
o Develop construction city. Begin immediately -
process/methods which .ongoing process.
provide for least
amount of disruption
during the project,
e.g., double shift, 2
block const.,etc.
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. Issue No. 2 - Parking Availability
Within the c9re area of downtown Hopkins is an extensive public parking system.
It 'is important that this. system be available and clearly understood by the
general pUblic to insure continued accessibility to the adjacent businesses. To
address' these issues, the following action plan has been developed.
ACTION RESPONSIBILITY FINANCIAL TIMING
o Consider development of Parking Committee/ Begin immediately -
special rules, permits city Council monitor arid modify
to accommodate customer as needed.
parking to the highest
degree possible.
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o Promote/advertise the City June/July 1991-
public parking system ongoing process.
tnru media and signage
(do not emphasize
construction project).
o Insure employees of. . city Immediately -
. contractors do not park iriclude necessary
tIIn a manner which provisions in bid
isrupts or eliminates spec's and/or rein-
public parking or force during
access. pre-construction
conferences & mtgs.
thereafter.
o Insure equipment and city Immediately -
materials of the con- include necessary
tractor is not parked, provisions in bid
stored, or placed in a spec's and/or rein-
manner which disrupts . force during
or eliminates pUblic pre-construction
parking or access. conferences & mtgs.
thereafter.
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. Issue No. 3 - Private Improvements
An opportunity exists during the improyement process for private property
owners/businesses to make certain improvements to their property. To address
this opportunity, the following action plan has been developed.
ACTION RESPONSIBILITY FINANCIAL TIMING
o.Advertise availability city, Business April, 1991 -
of the City's incentive Council, HCP ongoing thereafter.
programs for sign
improvements, building
rehab. and fire
sprinkler improvements.
Actively encourage the
use of these'p~ograms.
o Develop a Commercial City March/April, 1991
Rehab. Loan Program
"special" for use
during the improvement .
period.
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o Thru the use of sur- City, Business March/April, 1991 -
tIIreys, or other methods, Council, HCP ongoing thereafter.
compile data relating
to property owners who
maybe interested in
undertaking private
improvements. Facili-
tate grouping of these
property owners by type
of improvement and
encourage (or accommo-
date thru the Main-
street bid package)
them to work together
in .order to obtain a
more favorable bid.
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. Issue No. 4 - Coordinatescheduling'of project with Business/Property
Owners
As the . improvement project directly effects each property/business owner on
Mainstreet, it is important that these persons be aware of the progress and
ongoing improvement schedule. This will in turn assist them in planning their
business operations and promotional activities. To address this issue, the
following action plan has been developed.
ACTION RESPONSIBILITY FINANCIAL TIMING
o Develop a communica- steering Committee, Begin immediately &
tions network involving HCPt Business monitor and update
block captains, tele- Council, City. as needed.
phone tree and a key
City contact p~rson.
o Organize Block Captains HCP Begin immediately
o Identify key contact HCP/City Begin immediately
person for each busi-
ness/property. Prepare
a list with address &
.hone numbers.
o evelop a process of city Incorporate in bid
daily and/or weekly specs for project,
meetings between if appropriate -
contractor/City and Develop process by
business/property June, 1991 &
owners update/monitor
thereafter.
Other Issues -
During the' preparation of this Action Plan, other miscellaneous issues were
identified which generally will be addressedby the more specific actions just
identified.
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rhese issues include: 0 Interruption of utility services
0 Security/Safety
0 Flexibili ty to deal with unforeseen problems.
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4I;C~IONPLAN - COMMUNICATIONS
'-I. INTRODUCTION
The successof th~ improvement project will depend to a large degree upon
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the communication prior to and during the construction period. Communi-
cation is essential between the City~ Contractor~ Building Owners and
Business Owners to ensure everyone knows what and when things will happen;
and to answer questions and respond to concerns. The support of the
business community is dependent upon prompt and accurate information.
Public relations. is simply communication with the residents of Hopkins
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and the customers in the surrounding market area. The message presented'
th rough advertising arid the media coverage will affect the impression of
the public positively or negatively. The media will distribute informa-
tion~ and be a vehicle for cooperative advertising which can. make this
.Positive experience. Coordinated and cooperative advertising is' strongly
recommended to the businesses to maintain and increase the level of
business activity during this period.
. Promotions which are discussed separately in this Plan are. closely related
to the public relations effort. In fact, the successful completion of
all parts of this Plan depend upon good communication.
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II. ISSUES/ACTION PLAN
ISSUE NO. I - INTERNAL COMMUNICATION
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In order to minimize interruption to businesses, business and property
owners must have prompt and accurate information. At the same time, the
City and contractor must also have frequent arid close communciation with
. owners of th~ properties and businesses to coo~dinate construction
activities. Thus, a communication plan is an intregal part of the
construction process. The city and contractor will be responsible to
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4If provide information and respond to questions and concerns. The
business community must provide the means to keep communication flowing.
A ~ajor start has already occurred, with many affected business/property
owners involved in the discussion and planning of the project. However,
many others .have not been involved, and it will be critical to reach
these persons.
ACT.ION RESPONSIBLE PARTY FINANCIAL TIMING
oOevelop and distribute Steering Committee lmmediately
a clear message of why
the proj'ect is happening
oOevelop and Conduct a
Survey to 10 major
concerns Steering Co~ittee/City City Underway
oCommunicate schedules City/Contractor City
and activities including
affect on pedistrians and
::-~icaccess, utilities, etc.
.velop a communication Steering Comm, HCP, Immediately
network involving block City, Business Council
captains, telephone tree,
contact person
*Train participants
oUse existing communication
too Is :
HCP News.letter HCP
TWCCNewsletter TWCC
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oOevelop additional
communication tools:
Project Newsletter/Bulletin CITY Ci ty May ?
Weekly meetings with Contractor City City
Individual Building Mtgs w/Cont. City
as needed
Block meetings w/Cont. Ci ty
oEs tab lis h a City contact Ci ty
person to be primary contact
for questions and concerns
oEstablish a Contruc'tion
Office on Mainstreet City City
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ISSUE NO. 2 - EXTERNAL COMMUNICATION
. This Plan is aimed at assisting businesses to maintain and increase
the level of business activity during the' improvement period. All
parts of the Plan work together toward this goal for individual
businesses and the Downtown business community as a whole. The
construction methods, schedule and internal communication Plan will
minimize the interuptions. At the same time, a positive message
must be clearly communicated to the residents of Hopkins and the
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customers in the surrounded market area. This message should focus
on the benefits of shopping and visiting the Mainstreet. While it
needs to cover the reasons for the project and the progress happening
in Downtown, advertising the individual businesses is as or more
important.
A kep part of this Plan is a comprehensive cooperative adv.ertising
. plan to encourage businesses to undertake the advertising needed to
attain these goals. The. plan includes help with design and cost;
savings of joint efforts. Each business will have independence in
their individual ads, but common theme(s) : will be used to provide
the overall message.
ACTION RESPOSIBILITY FINANCIAL TIMING
oDevelop a positivemessage(s) Steering Comm Immed
to the public
-Business as usual
-Convenient parking, easy access
,-Friendly service
- No emphas is i,on ,the
construction
oCommunicate the message(s) Steering Comm Immed
to the business owners and ...
employees
.- -Employee training.
oUse media to provide info Steering Comm/C~ty/HCP Immed
to'public about the progess/reasons
on the improvements
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-Press releases
. -Cable TV
-Media Party to kick off
the proj ect
oprovide communication tools Steering Conun/HCP/City
to the businesses
-Maps with parking;etc
-Rendering of final project
-Posters
-Flyers -
-Q & A sheets
oCoor&inate public relations
with Promotional activities
oBillboards Steering Conun City/free inuned
-messag~
-location
-timing
oPrepare and implement cooperative
advertising plan
-newspaper: Sailor
-other media: SiT, radio, TV,
direct mail, inserts, Reader'
I. flyers in each other businesses
~design format with banner and .
I info parts
-ads sold directly to businesses Sailor, etc. Indiv businesses
I -provide common themes/messages
-design assistance
oConduct a seminar on advertising
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ACTION P~AN - PROMOTIONS
. 1. Introduction.
Hopkins,is very fortunate to have a strong core of well established
promotional activities. This is in large part due to the coinrnitment
and involvement of many civic organizations, especially the
Raspberry Festival organization, Hopkins Community Promotions and
Jaycess, but many others as well.
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2. ISSUE: Coox;dination with Existing Promotional Activities.
Additional coordination will be necessary during the two year improve-
ment project to ensure that conflicts do not occur in scheduling,
resources, facili ties, etc. An increased effort will be necessary
to su. stain participation and attendance.
ACTION: The Plan will be presented to each organization responsibl
. ~or an existing promotional activity anddiscu;;sions held to ide.ntify
areas of potential coordination needs and additional opportunities
for' promotion.
~aspberry Festival
Heritage Days
Mainstreet Days
Music in Park
Farmers Market
Special Olympics
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3. ISSUE: New promotional activities.
· ACTION: ' Each organization involved in promotional activities will
. be asked to consider sponsoring additional' acti vi ties. For example:
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Block parties
., HCP . TRADE FAIR
GROUNDBREAKING CEREMONIES
RIBBON CUTTINGS
PARTY TO CELEBRATE COMPLETION (year 1 and/or year 2)
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INITIAL AND OTHER PRESS RELEASES
PARTY FOR MEDIA
FOURTH OF JULY (Welcome troops ~ome)
TIME CAPSULE AT PLAZA
SELL PI~CES OF MAINSTREET
HUMOROUS EVENTS
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ACTION PLAN - BUSINESS RECRUITMENT
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I. INTRODUCTION.
The improvement project provides both. increased need and increased
opportunities to recruit new businesses to locate in Downtown Hopkins.
A separate Marketing Committee has been meefing to create a marketing
plan. The goal of this plan is to increase tenant and broker awareness
of the positive features of Downtown Hopkins, and to obtain quality tenants
(retail goods and services) for available space on or adjacent to Mainstreet.
Th}s marketing p~an will cover two years, to coincide with the Mainstreet
improvement project, . and allow for a rather lengthy process to .obtain
results. The effort will be focused between Highway 169 and Shady Oak
Road, from First Street South to First Street North. The Marketing
eonunittee will continue to oversee the implementation of this plan.
working closely with City staff and the Business Council..
II. ISSUE/ACTION PLAN.
I. Resource tools will be provided to brokers and property owners for
marketing the positive features of Downtown Hopkins, including an
introductory brochure ("PLANT YOUR BUSINESS IN HOPKINS"), marketing book,
data base of availa~le space and video.
2. Commercial re-al estate brokers will be made aware of the opportunities
on or adjacent to Mainstreet. A reception will be hosted on May 15, 1991
to introduce the marketing effort to the brokers. A separate meeting will
be held in May for.property owners.
3. Incentive programs will be established to increase the interest and
fObabilitieSOf new businesses to Locate in the desired area of Hopkins.
. Incentive programs will be created to increase the interest of brokers
bringing new businesses to Downtown.
5. Follow-up procedures will build continuing relationships with the
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FINANCIAL SUMMARY
I. Introduction
Implementing the recommendations in the Action Plan does
result in certain required expenditures. These expenditures
can be grouped into the following areas:
o Development and publication of advertising/promotion
materials and tools.
o Development of communication tools/network relating to
construction matters between the city/Contractor, and
the business/property owners and the public. These
tools include a City contact person, written
information/newsletter, and other miscellaneous items.
II. Funding- Sources
Potential funding sources by expenditure are outlined below.
.- .... Expenditure is defined as actual dollar or labor (sweat
equity).
City/Project Cost:
o City contact person
o Communication tools relating to construction issues
o Technical assistance for developing advertising/promo-
tional materials and tools
o Facilitate cooperative advertising
o Implementation of special programs - "Comm. Rehab
Special."
Property/Business Owners:
o Advertising costs
o Promotional events/activities
HCP/Business Council/TwinWest:
o Assistance with development and implementation of
communication tools
o Planning and implementation of promotional events
.'
-).(-
~. ,;
.......
-
.., III. Project Budqet
0 Marketing/Advertising Firm $10,000
0 Facilitate cooperative advertising 15,000
0 Communication Tools - Const. Issues 3,000
0 City Contract Person/Liaison 20,000
0 Misc. 2,000
0 Special Programs (Already in city Budget)
( Comm. Rehab.)
TOTAL $50,000
.
.-
-22..-