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02-14-06 WSFebruary 14, 2006 Page 1 MINUTES CITY COUNCIL WORK SESSION -February 14, 2006 A work session of the Hopkins City Council was called to order by Mayor pro tem Jay Thompson at 6:35 p.m. on February 14, 2006, at the City Hall. Council members Kristi Halverson, Bruce Rowan and Cheryl Youakim were present. City personnel present were City Manager Rick Getschow and Housing Coordinator Kersten Elverum. Also present were Jason Gadd, Nora Davis, Hillary Feder, Diane Bangerter and Virg Evenstad of the Hopkins Marketing Committee. Marketing Committee Ms. Feder said the Marketing Committee has been a collaboration of HBCA, business owners, nonprofits, residents and city staff. They first developed a goal statement: People in the metro area have a very positive image of Hopkins as a place to work, live, shop and worship through personal experience and reputation. Mr. Gadd said they then went on to brainstorm ideas, which they narrowed to two actions they could accomplish: marketing current events and improving City signage-- objectives which supported the City's 2005 objectives and goals. He passed out the latest "Happenings in Hopkins," which the committee soon hopes to expand to e-mail. They now want to start on a marketing plan. A HBCA survey showed 63% of its members see marketing Hopkins as a top priority, and they have promised $5,000 to help. Ms. Davis said they wanted the marketing plan to express the "personality" of Hopkins and communicate its promise. They realized branding was essential, and knew they could not do the marketing plan by themselves. They sent out an RFP to 6 medium-sized firms, and have received 5 proposals. Ms. Elverum said the committee was here to get feedback from the Council what they envision, to find out if they want to be involved, to see if they can help funding. She added that $15,000 was what thecommittee had originally planned, but noted one plan submitted to them is over $150,000, which they feel is too much. She emphasized the committee is not suggesting Hopkins get a new logo. The marketing plan would be a "footprint" to be built on over the next three years or more, needing more funding to implement as it builds. Mr. Rowan asked what other communities have done. Ms. Elverum said Midtown in Minneapolis used shopping bags, similar colors throughout the area, etc. Eden Prairie developed three words to identify their city. The committee here is looking more at drawing people into the downtown area. Mr. Getschow noted this fits in well with the 2005-06 objectives and goals developed by the Council, especially the strategies and action plans. He added he is familiar with the marketing plans of Roseville and Brooklyn Park. Ms. Feder noted that "Happenings" does not include any sales, etc., only community events. She is on the Economic Development Committee of HCBC and hears a lot about "destination shops." Ms. Youakim said she had sat in on the last two meetings and saw the two-pronged approach: get the word out how great Hopkins is, and establish Hopkins with a certain brand. Ms. Elverum added the big question is "What do we want to communicate about Hopkins?" Then we need to take that and put it out to the metro area. The business community is excited about the prospect, even though the budget is small compared to some cities. She felt some of the marketing companies that responded February 14, 2006 Page 2 put too much emphasis on research, thinking Hopkins wanted to look at a wider area. The committee feels they could do quite a bit of the research themselves to stretch the money. Ms. Youakim noted she liked the Marketing Group approach. Mr. Getschow said the CIP set aside funds for a master sign plan, some of which could probably be used for funding the City share of this effort. Mr. Thompson said he would like to get responses from other cities as to what worked for them before hiring someone. Ms. Elverum noted Golden Valley used City Images and Eden Prairie used Baker and Associates, adding both cities have full-time communications people and that neither city's plan was what Hopkins needs. She feels Hopkins needs a broader approach. Mr. Getschow agreed, adding he knows a few other cities staff could talk to. He summarized comments from the Council as "What was paid, what was gotten, and what did it do for them?" Ms. Elverum asked if the Council would want presentations by the companies after the committee narrows them down. General consensus was yes. Ms. Elverum said she feels the timing for the effort is good. General Consensus: Staff shall research other cities' efforts. The top one or two companies should make a presentation to Council. 2006 Legislative Agenda Mr. Getschow said State Senator Steve Kelley and State Representative Steve Simon will attend the second Council meeting in March. He briefly went over the various legislative items staff feels are important to Hopkins, noting many are those supported by LMC and AMM. Mr. Rowan asked why the legislature refuses to Iet cities be exempt from sales tax. Mr. Getschow said it goes back to the early 1990's when the legislature said if cities paid sales tax, they would not have LGA cut. He said it will be interesting to see what legislators say after one year of no levy limits. Ms. Youakim asked about limited market values. Mr. Getschow said they will be phased out. He wants to be sure that the language of the agenda reflects Council stances, especially the one referring to eminent domain. Mr. Rowan asked what "and strengthen" meant. Mr. Getschow agreed it should be reworded to say "and strengthen redevelopment purposes." Ms. Youakim suggested eliminating the first paragraph of that item. Mr. Rowan commented that cities need eminent domain, but he hates to see it used as a "big stick." Ms. Youakim asked about the fire safety surcharge. Mr. Getschow said it benefits Hopkins by bringing in more dollars to the city. There is also the issue of fairness. Ms. Youakim said she understands Hopkins does not charge for fire calls. Mr. Getschow agreed that is so except for false alarms. He added there are many calls for burned food at apartment buildings. Some cities consider those false alarms, but Hopkins does not. Ms. Yauakim commented the telecommunications item was good; we do not want to lose the ability to collect franchise fees. Mr. Getschow added that would also cover wi-fi. He said a corrected legislative agenda will be put in Council packets for the meeting the legislators will attend. A copy will also be given to them. In connection with the Hopkins School District bus depot, Ms. Youakim wondered if the school liaison would help set up letter-writing. She asked what legislative committees should be contacted about the funding through MPCA. Mr. Getschow said he thinks it would be the capital investment committee. Mr. Getschow noted Hopkins had passed a resolution supporting February 14, 2006 Page 3 St. Louis Park and Minnetonka on the train switching yard in Glencoe. Mr. Rowan added he would be interested in the legislators' position on a state smoking ban. ..~.- Planning for State of the City Mr. Getschow briefly ran through the proposed material for the State of the City presentation. He noted Mayor Maxwell will give the welcome. Mr. Thompson will cover public safety. Ms. Halverson will present Planning and Economic Development. Mr. Thompson suggested that part include "before" and "after" slides. Mr. Rowan will do Public Works, and Parks and Recreation. Ms. Youakim will cover Citizenship, which will include Community Image awards. She asked that she be given numbers for national night out attendance, number of housing associations, and a list of boards and commissions. Mr. Getschow said he will send out a final version over the week-end. Other Mr. Rowan noted he will be meeting Thursday with the committee to go over nominations for the Caring Youth award. Ms. Halverson asked the status of the Stobbe issue. Mr. Getschow said Steve Stadler talked to him today; he will get the Council an update. Ms. Youakim said she had gone to the Hopkins Activity Center. Thursday she will be sitting in on the Equity Leadership task force. Friday and Saturday she and Ms. Halverson have training for newly elected officials. Mr. Thompson asked the city send letters to the students listed in the update. Mr. Getschow said Wednesday the Depot partners will meet. He will have information on that meeting next week. He and Mayor Maxwell met with Chris Dahl, the owner of the Johnson building. The mayor now feels the city has enough information to proceed with his request. On motion by Ms. Halverson and second by Ms. Youakim, the meeting adjourned at 8:25 p.m. on a vote of 4-0. Kasey Kester, Secretary ATTEST: ~~~P'' Eugene J. well, Mayor