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10/08/2014 - Packet Completeness Review for Boards, Commissions and Committee Records CITY OF TIGARD CCAC - City Center Advisory Commission Name of Board,Commission or Committee October 8,2014 Date of Meeting I have verified these documents are a complete copy of the official record. Joe Patton,Meeting Secretary Print Name gnature December 11,2014 Date 41 City of Tigard City Center Advisory Commission Agenda MEETING DATE: Wednesday, October 8, 2014— 6:30 — 8:10 p.m. MEETING LOCATION: Red Rock Creek Conference Room 13125 SW Hall Blvd., Tigard OR 97223 1. Welcome and Introductions .........................................................................................................6:30— 6:35 2. Review / Approve September 10th Minutes...............................................................................6:35 — 6:40 3. Non-Agenda Items / Public Comment......................................................................................6:40— 6:45 4. CCAC Recruitment........................................................................................................................6:45 — 6:50 (Chair Murphy) 5. Incentive Matrix..............................................................................................................................6:50— 7:00 Clara questions and preview November discussion (Sean Farrelly) 6. Oregon Main Street Conference Debrief....................................................................................7:00 — 7:30 (Vice Chair Arendes) 7. Downtown Branding Discussion.................................................................................................7:30— 7:45 Discuss branding and CCAC's potential role (Vice Chair Arendes) 8. Gateway Art Update ......................................................................................................................7:45 — 7:50 (Sean Farrelly) 9. Strolling Street Update...................................................................................................................7:50— 7:55 (Sean Farrelly) 10. Liaison Reports...............................................................................................................................7:55 — 8:10 11. Adjourn............................................................................................................................................8:10 p.m. EXECUTIVE SESSION:The Tigard City Center Advisory Commission may go into Executive Session to discuss real property transaction negotiations under ORS 192.660(2) (e). All discussions are confidential and those present may disclose nothing from the Session. Representatives of the news media are allowed to attend Executive Sessions,as provided by ORS 192.660(4),but must not disclose any information discussed. No Executive Session may be held for the purpose of taking any final action or making any final decision. Executive Sessions are closed to the public. Upcoming meetings of note: Wednesday,October 15,4:30 p.m.,Downtown Dialogue,Cafe Allegro back room Wednesday,November 12,630 p.m.,Regular CCAC Meeting,Red Rock Creek Community Room CITY CENTER ADVISORY COMMISSION AGENDA— October 8, 2014 City of Tigard 1 13125 SW Hall Blvd.,Tigard,OR 97223 1 503-639-4171 1 www.dgard-or.gov I Page 1 of 2 Tuesday,December 2,6:30 p.m.,City Center Development Agency Board meeting,Red Rock Creek Conference Room Note:Weekly Main Street Green Street construction update meetings at Symposium Coffee,Tuesdays,7:00—8:00 a.m. CITY CENTER ADVISORY COMMISSION AGENDA— October 8, 2014 City of Tigard 1 13125 SW Hall Blvd.,Tigard,OR 97223 1 503-639-4171 1 www.dgard-or.gov I Page 2 of 2 ,, City Center Advisory Commission Meeting Minutes • � r Date of Meeting: Wednesday, October 8, 2014 Location: Red Rock Creek Conference Room Called to order by: Vice Chair Carine Arendes Time Started: 6:30 prn Time Ended: 8:02 pm Commissioners Present: Vice Chair Carine Arendes; Deanie Bush; Richard Shavey; Sherrie Devaney Commissioners Absent: Chair Thomas Murphy;Laura Fisher;Linli Pao; Paul Miller; Alternate Lynn Scroggin Others Present: Councilor Marland Henderson, Council Liaison to the CCAC; Elise Shearer, TTAC; and Neal Brown,local Realtor. Staff Present: Downtown Redevelopment Project Manager Sean Farrelly and Senior Administrative Specialist Joe Patton. AGENDA ITEM #1: Welcome and Introductions Vice Chair Carine Arendes opened the meeting and Joe recorded the roll call. AGENDA ITEM #2: Review / Approve Minutes The September 10, 2014 CCAC Minutes were reviewed. No changes were suggested. AGENDA ITEM #3: Non-Agenda Items / Public Comment There was none. Vice Chair Arendes called for public comment. There was none. AGENDA ITEM #4: CCAC Recruitment Sean encouraged inviting others to join CCAC. The deadline to submit applications is November 17, 2014. He encouraged incumbents to reapply. There was discussion about individuals previously appointed (not currently serving) and whether they could apply. Sean stated there was nothing in the bylaws preventing their appointment. AGENDA ITEM #5: Incentive Matrix Laura will discuss incentives next month. Sean noted that there incentives may be need to incorporated soon. A draft development agreement is being negotiated. The project is eligible for property tax abatement through the vertical housing development zone. Other possible incentives are fee subsidies, subsidized land and public/private partnership. Sean said Council would be briefed at the end of October on the progress of the discussions with the developer. CCAC Meeting Minutes for Wednesday,October 8,2014 Page 1 of 2 AGENDA ITEM #6: Oregon Main Street Conference Debrief(Attachments 3 -4) Councilor Henderson attended the Discover Downtown Dal7ton tour and discussed some of the successes,challenges and plans for the future of Dayton. Carine attended the Engage Your Arts & Cult-Lire Community to Grow& Sustain Economic Development session and discussed what she learned. Elise talked about historical preservation. There was discussion about presen-ing some of the older downtown buildings by placing them on the National Register of Historic Places. Funds are available to help in the restoration and redevelopment of the buildings. Carine discussed her tour of the Granary District, which was rezoned from industrial to mixed use. The buildings were restored which involved changes from historical uses that are outdated,long-term visioning and community partnerships. AGENDA ITEM #7: Downtown Branding Discussion It was noted that marketing can happen before and after branding. The art community in Tigard was mentioned as a possible focus for branding. Sherrie stated that family is important to consider in the process, as in being treated like fan-&y. Elise said the 'IDA would like to take the lead to brand the downtown area in cooperation with CCAC- The IDA is waiting until the construction is complete before addressing branding. It was the consensus to wait for the TD.1 to came back with specific requests. AGENDA ITEM #8: Gateway Art Update Sean stated the art and gateway treatments would not be able to installed as part of the Green Street project. The artwork will likely be done by the end of October. He said the art walk would be organized around the dedication ceremony with a target date of May 1, 21015- Elise noted that graffiti artists from Tigard be invited to present their art on sheets of plywood with the artwork possibly being auctioned off AGENDA ITEM #9: Strolling Street Update The landscape architect and staff met with the owners of Tigard Chiropractic and gave them a couple landscaping alternatives. AGENDA ITEM #10: Liaison Reports Carine stated the PRAB is meeting October 20. Sean noted the CCDA will have an executive session on October 28 and also to move money from last year into this year and appoint Lynn to the CCAC. Elise said the CIP project list is being revimed by the City using a new process starting this year. AGENDA ITEM #11: Adjourn 'I'lle meeting adjourned at 8:02 p.m. fi - J Patton,CCAC Recording Secretary X1 EST: Thomas J.Alulrpb,/, Chair C— CCAC Meeting Minutes for Wednesday,October 8,2014 Page 2 of 2 City of Tigard laCITY ADMINISTRATION Citizen Committee Interest Application Please check which Board/Committee you are interested in serving on: ❑ Budget Committee ❑ City Center Advisory Committee ❑ Neighborhood Involvement Committee ❑ Library Board ❑ Parks and Recreation Advisory Board ❑ Planning Commission ❑ Tigard Youth Advisory Council ❑ Transportation Advisory Committee ❑ Tree Board ❑ Other Name: Date: Address (Res.): Res. Phone: City: Zip Code: Bus. Phone: Address (Bus.): E-mail: City: Zip Code: Suggested by: Length of Residence in Tigard: Where did you live previously? Educational Background: Occupational Status and Background: How long have you been employed with this firm: Previous Community Activity: Organizations and Offices: Other Information (General Remarks): Any other pertinent information you want to share? Person to notify in case of emergency: Address: City: State/Zip: Contact Phones: I acknowledge that any photograph or videotape taken of me participating in this activity may be used for outreach, education or documentation purposes, without compensation, by the City of Tigard. Signature of Participant: Date: Please return this form to City of Tigard, 13125 SW Hall Blvd., Tigard, OR 97223 Updated:4/12/11 From September 10 CCAC discussion on potential Policy Tools and Incentives Objective T Code revisions ® Land Assembly Q)A Subsidized Land — Familiarize w/policy tools 4 open to it, apply for it e depends on willing sellers 4 potentially do this G weak to moderate effect ® strong effect e high cost — Examine pros & cons responsive to market ® p e less money to budget for other q) low cost things 4 Develop criteria for advising 4 6 month timeline (small/indiv.) ® ownership T control CCDA on use/approval of 4 18 month timeline for all of D.T. ® redevelopment of previously public particular incentives for owned property T tax increment specific projects or as a general guideline Streamlined permitting (5) Property Tax Abatement 07 B Subsidized Loans already can apply online (most 4 using VHDZ e costs are high * Source of best practice? permits) ® moderate to strong effect ® possible to establish a fund that can ® save time; time is money 4 important to consider length of lend&use income to lend more * Land use code overhaul will 4 we've already plucked the lowest time for which tax abatement will e can be risky impact hanging fruit. Further efficiencies be honored � g e complicated regulations * Leadership of the city for may be more difficult. e short-term increment 4 high impact on staff time 0, � Fee for expediting permits. ® long-term value T increment ® flexible: could be used for a limited development Unofficialrioritization of D.T. p ® flexible: apply abatement to time (stopgap) E) costs include additional FTE if improvements only vs. whole ® criteria could shape usage permits increase property ® immediately shows up as cheaper development 3 Fee subsidies © Public Private Partnership jo � moderate to high impact 4 coordinating public improvements Relocation Support G moderate to high cost (4 revenue) w/development 4 Closely tied to land assembly E) URD probably cover cost e high cost 4 currently limited to public land ® target desirable development e long timeline acquisition 1) simple, straightforward ® Foundation for redevelopment; 0 Could be used w/private? makes building easier ® existing criteria ® clearly reduces cost to developer ® regulations for residential (especially with streets) relocations are complex, stringent ® construction is a positive,inertia Agenda Item 7 Downtown Tigard Place Branding Update By CCAC Vice Chair Carine Arendes BACKGROUND • Earlier this year,the City Center Advisory Commission adopted 2014 Objectives. One of the objectives relating to the Communications and Economic Development Goal was to: o Assess options for engaging in a marketing and/or branding campaign and make recommendation to City Center Development Agency(CCDA) • Downtown Branding was an agenda topic for discussion by the commission at the July 9, 2014 meeting. Commissioners discussed branding as a marketing concept in general and what"place" Downtown Tigard would brand. The consensus was that the "what"to be branded is the Downtown area experience and existing retailers/merchants(to enhance local spending and attract/retain businesses) rather than the Urban Renewal Area and/or URA policies,therefore it may be more appropriate for the Tigard Downtown Association (TDA)to take the lead on the issue. • An overview of Branding and Place Branding is attached to provide guidance on terms and processes used in place branding. Notable items include the fact that places with successful brands have identifiable assets; partnerships including both public and private sector are common in place branding;consultants may also be hired to manage a project or perform specific technical tasks;and implementing parties-those who will be utilizing the brand in their marketing strategies-need to play a principal role in a branding project. TDA STATUS UPDATE • The Tigard Downtown Association(TDA) Board of Directors provided an update to Tigard City Council at the September 2, 2014 CCDA Board meeting.The TDA has adopted the 4 Point Main Street Approach;the approach includes a Marketing and Promotions point. Elements supporting all four points have already been implemented. Resources are limited and one priority is obtaining funding to support a half-time staffer. Looking forward,there is interest in participating in any Downtown Tigard branding effort that occurs. CCAC DISCUSSION POINT: RECOMMENDING OPTIONS TO THE CCDA A branding campaign for Downtown Tigard will have costs-both in terms of time and financial resources. Before CCDA(or City Council)can decide if, and how to be involved in developing and marketing a Downtown Tigard brand,some preliminary questions remain. A branding campaign may be an effective investment if: • Resources are available now and in the future to comprehensively market the brand • A compelling identity derived from existing assets can be leveraged • Decision makers and brand drivers can be identified and participate in a branding process • Metrics for measuring success branding and value of a branding campaign can be determined Some possible options the CCAC could research further and/or recommend to CCDA include, but are not limited to: CONTINUE TO MARKET DOWNTOWN TIGARD THROUGH EXISTING PROGRAMS CONTINUE EXISTING PROGRAMS AND BE READY TO SUPPORT BRANDING EFFORTS BY THE PRIVATES ECTOR DEVELOP CITY ORGANIZATIONAL CAPACITY TO CONDUCT BRANDING SUPPORT COMMUNITY/PRIVATE SECTOR CAPACITY DEVELOPMENT TO CONDUCT BRANDING CAMPAIGN HIRE A CONSULTANT TO CONDUCT A BRANDING CAMPAIGN FOR DOWNTOWN TIGARD Attachment A: TERMS AND OVERVIEW OF THE PLACE BRANDING PROCESS ASSIGN CITY STAFF TO CONDUCT BRANDING CAMPAIGN FOR DOWNTOWN TIGARD TERMS AND OVERVIEW OF THE PLACE BRANDING PROCESS BRAND' is the customer experience that identifies a good or service as distinct from those of other sellers. Brand represents what the company stands for and is created through actual use of good/services as well the collection of derived images-name,term,design, symbol, or other features-and ideas. Brand Perception is based on: o Product Features/Characteristics:Amenities, Fit, Finish, etc. o Product performance: Conformity to Expectation/Specifications, Reliability, Durability, Serviceability o Intangible Qualities:Competence, Responsiveness and Empathy BRANDING IS NOT: • A logo • A tagline • A marketing strategy The Brand is the identity;marketing is the process used to communicate that identity.Taglines and logos are visual marketing elements that can be utilized to achieve brand identification.A marketing strategy is a set of comprehensive actions taken to achieve specific objectives, including but not limited to "branding". Branding is an ongoing process and consists of actions taken to develop a strong brand reputation to increase brand recognition, manage brand reputation and create a significant volume of(positive) impressions. Brand recognition and other reactions/feelings are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary PLACE BRANDING A place brand is a long-term, permanent concept of what a place is and will be.A place brand is the identifiable&distinct promise of a place derived from existing assets of the place and the public perception of those assets.Alternatively a place brand may be derived from created assets, such as events, policies, or even abstract concepts such as friendliness, orneriness (Don't Mess with Texas)or tolerance. Place branding transforms the place from a location into a destination for a specific purpose.A successful place branding campaign clearly articulates how the unique identity the place makes it the destination of choice for the specific purpose(ie shopping, dining, investment, business opportunities, or as the place to live and visit)for the specific target market. THE PROCESS OF PLACE BRANDING WHY PLACE'S CONDUCT BRANDING CAMPAIGNS Sometimes to boost community pride, but mostly for economic reasons: • Develop the Tourist Sector • Business Attraction/Retention • Attract Investment • Enhance Spending in Local Markets Definitions of brand and branding adapted from the American_Marketing_Association Attachment A: TERMS AND OVERVIEW OF THE PLACE BRANDING PROCESS WHO DOES THE WORK? It depends on the purpose of the branding campaign, partnerships are common. Business Associations (improvement associations/commerce chambers), non-profit Economic Development Corporations, Development Agencies and Tourist Associations are common entities in branding projects. Local governments with economic development staff may play a supportive role, although less frequently when the brand is not at the same scale as the jurisdiction(for example: district, neighborhood or regional efforts are not as likely to involve city staff as a city-wide campaign). Consultants may be hired to manage a project or perform technical tasks. It is crucial that the implementing parties-those who will be utilizing the brand in their marketing strategies-play a principal role in any branding project. STEPS IN THE BRANDING PROCESS "The branding process needs a 1. Develop organizational capacity to conduct a branding effort long-term commitment and a z. Define purpose(problem definition)and identify"brand budget to achieve success. "managers" 3. Conduct research on place-interview,focus groups, surveys, You will need money to create a new community engagement logo, money to roll out the logo and 4. Identify Market(customers)and conduct market research money to promote and develop the 5. Feasibility Testing and Alternatives Development brand, but the fact is marketing (stakeholder/community engagement) budgets are limited. That's why it is important to make an investment in 6. Preferred Brand Promise/Story further refined and developed understanding the opportunities that (stakeholder/community engagement) your community has to offer 7. Product&Strategy Development aka marketing plan to use businesses and how your community is the brand- Implementation planning and commitment by unique."Cadak brand managers 8. Evaluation of campaign TIMELINE FOR BRANDING PROCESS It varies-a lot! Louisville, KY is planning a 36 month process including research;Timmins,CA took z years as part of a comprehensive strategic planning process. Some consultants promise to do it all in just 12 to 14 weeks or even a z day intensive workshop, after which they will send you the findings and the suggested branding and marketing materials. Expect the process to take more time when more voices are involved. BRANDING OUTCOMES There is little quantitative research into branding outcomes and return on investment for communities who engage in branding projects. Many firms advertise the branding materials they have produced for their clients.There are also multiple qualitative Case Studies that describe the process and have information about their process available online. Local communities who have engaged in recent branding projects include: St Johns Business Association, Oregon City Main Street, and McMinnville Warehouse District. LINKS TO READ MORE: 5 Essential Elements of Community Branding io Things You Need to Know About Branding Branding Your City Are Municipal Branding Campaigns Worth the Price? Marketing the Community-The Municipal Research and Services Center Attachment A: TERMS AND OVERVIEW OF THE PLACE BRANDING PROCESS The Burghard Group List of Branding Tools