HomeMy WebLinkAboutCCEDC 10-29-18Agenda
City Council
Economic Development Committee
Monday, October 29, 2018
11:00 am
Emma Harvat Hall
City Hall
1.Call to Order
2.Consider approval of minutes from the November 27, 2017 Economic Development
Committee meeting
3.Update and request for funding for FY20 for $25,000 in assistance for Entrepreneurial Development Center, Inc. in Cedar Rapids
4.Consider recommending Agreement with Englert Theater and FilmScene for
$1 million capital campaign request
5.Consider recommendation to change sidewalk retailing ordinance
6.Consider recommendation to solicit proposals for retail recruitment firm
7.Staff report
8.Committee time
9.Other business
10.Adjournment
EDC 10.29.18 - page 1
MINUTES CITY COUNCIL ECONOMIC DEVELOPMENT COMMITTEE
NOVEMBER 27, 2017
EMMA HARVAT HALL, CITY HALL, 4:06 P.M.
Members Present: Rockne Cole, Susan Mims, Jim Throgmorton Staff Present: Simon Andrew, Geoff Fruin, Wendy Ford, Eleanor Dilkes, Ashley Monroe Others Present: Sean Lewis (Riverside Theatre); Jennifer Holan (Riverside Theatre);
RECOMMENDATIONS TO COUNCIL:
Cole moved to approve the funding request for Riverside Theatre of $20,000 for FY19 and intent to budget for the same amount in FY20 and FY21.
Throgmorton seconded the motion. The motion carried 3-0.
Cole moved to consider the request for staff to proceed with the legislative process establishing East Foster Road Urban Renewal Area. Throgmorton seconded the motion.
The motion carried 3-0.
CALL MEETING TO ORDER:
The meeting was called to order at 4:06 P.M. Mims then asked those present to introduce
themselves for the minutes.
CONSIDER APPROVAL OF MINUTES FROM THE OCTOBER 19, 2017 ECONOMIC
DEVELOPMENT COMMITTEE MEETING:
Throgmorton moved to approve the minutes from the October 19, 2017 meeting.
Cole seconded the motion. The motion carried 3-0.
CONSIDER REQUEST FOR FUNDING FOR RIVERSIDE THEATER:
Wendy Ford introduced the item, referring to the letter in the packet from Jennifer Holan of
Riverside Theatre. This is a request for $20,000 in funding for FY19 and a request for the intent
to fund in FY20 and FY21. Ford gave Members a brief history of Riverside, noting that they have been operating the Shakespeare in the Park festival each summer for about 17 years. She
noted that this year Riverside would like to try something new by having one Shakespeare in the Park event during the summer, and another summer event indoors on the Gilbert Street stage. Riverside would like to offer free shows at the Shakespeare Theatre in Lower City Park. In order
to be able to offer these shows free of charge, Riverside is requesting $20,000 in funding to help make up for some of the cost of producing this outdoor, free festival for the entire community to
enjoy.
Jennifer Holan then spoke to Members. She further explained why Riverside would like to offer
the shows in Lower City Park at no cost to the public. Sean Lewis also addressed Members,
adding that he has been interested in offering free shows for quite some time. He talked about
EDC 10.29.18 - page 2
his theories about theater and ways to get more people interested in it. Lewis stated that Riverside is attempting to have an all-ages experience at the Gilbert Street venue.
Mims stated that she is supportive of the request. She noted that Riverside Theater has been a huge contributor to Iowa City for a long time now. Cole stated that he is also supportive and that
offering free shows is a good model. Throgmorton then spoke to the social justice and racial
equity aspect of the Council’s strategic plan. He asked if Lewis would talk a bit about the kinds of plays Riverside Theater has been putting on in this area. Lewis noted that their diversity casting
jumped over 50 to 75% last year. He also spoke about a play around the Black Lives Matter
movement, called “Black and Blue.” He also described other more plays that Riverside did recently addressing social justice and racial equity.
Cole moved to approve the funding request for Riverside Theatre of $20,000 for FY19 and intent to budget for the same amount in FY20 and FY21.
Throgmorton seconded the motion. The motion carried 3-0.
CONSIDER RECOMMENDATION FOR STAFF TO PROCEED WITH LEGISLATIVE PROCESS ESTABLISHING EAST FOSTER ROAD URBAN RENEWAL AREA:
Ford noted that Members have a memo in their packet regarding this item. Staff has been working with a developer who seeks to develop a portion of the roadway that would be between
Dubuque Street and Prairie de Chien. She further explained that his overall plans include selling
a parcel of this land to a senior living housing developer. On the remainder of the land, he would like to develop with either multi-family apartments or four-plexes along Foster Road. The urban
renewal project within this overall plan would be the building of the road and infrastructure
necessary to connect Dubuque Street to Prairie de Chien. Staff has been reviewing a possible cost-sharing arrangement of 50% developer, 50% City on the portion of the road that the
developer owns, and the City would pay for 100% of the portion not owned by the developer.
Ford stated that today is the first step, which is to give staff direction to begin establishing an
urban renewal area. She noted that this would be a different type of urban renewal area than they have done in the past. Ford further explained, noting that the urban renewal area would be limited to 10 years.
She also explained that the developer would build and pay for the entire road, and then the City
would rebate them -- 100% for the City’s portion and 50% for the developer’s portion. Fruin
noted that this project has been in their CIP for some time and that it has been noted as having a great public benefit. He further explained the benefits of creating this urban renewal area, so
that this developer can move forward with these projects.
Mims stated that she believes this is a good in-fill project area and that it will be beneficial to both
the City and the developer. Throgmorton asked for clarification of the possible project and how it
would be paid for. He then noted that he would want Planning and Zoning’s review on this first. Fruin noted that P & Z is part of the process and Dilkes added that when P & Z considers any
urban renewal plan, it focuses on whether or not it is consistent with the Comprehensive Plan.
Cole stated that he thinks this project makes a lot of sense. Mims added that with additional development in this area, they could see even more property tax revenue to help pay for the
ongoing maintenance.
Cole moved to consider the request for staff to proceed with the legislative process
establishing East Foster Road Urban Renewal Area. Throgmorton seconded the motion.
EDC 10.29.18 - page 3
The motion carried 3-0.
STAFF REPORT:
None.
COMMITTEE TIME:
None.
OTHER BUSINESS:
None.
ADJOURNMENT:
Cole moved to adjourn the meeting at 4:44 P.M.
Throgmorton seconded the motion.
Motion carried 3-0.
EDC 10.29.18 - page 4
Council Economic Development Committee
ATTENDANCE RECORD 2016 - 2017
NAME
TERM
EXP.
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Rockne
Cole 01/02/1
8 X X X X X X X X X X X X X X X
Susan Mims 01/02/1
8 X X X X X X X X X X X X X X X
Jim Throgmorton
01/02/18 X X X X X X X X X X X X X X X
Key:
X = Present
O = Absent O/E = Absent/Excused
EDC 10.29.18 - page 5
Date: October 16, 2018
To: City Council Economic Development Committee
From: Wendy Ford, Economic Development Coordinator
Re: Item 3
Request from Entrepreneurial Development Center, Inc. for annual funding
Introduction:
The Entrepreneurial Development Center, Inc., more familiarly known as EDC, Inc. was founded
15 years ago with a mission to improve the economic vitality of the region through the creation
and growth of high-impact, scalable entrepreneurial businesses. While based in Cedar Rapids,
they serve businesses on both ends of the I-380 corridor and meet clients at MERGE whenever
requested.
The City has supported EDC, Inc. for 5 years and comes to you with an update on their work
and a request to budget $25,000 for FY20.
Background:
The EDC’s function is to connect entrepreneurs with the full range of business expertise to
enable high potential businesses to grow and thrive. Curt Nelson, President and CEO, has
developed a “recipe for business success” which EDC uses in guiding business growth. In the
recipe, there are six ingredients: marketing, development, sales, operations, information
technology and finance. EDC’s approach is to ensure that clients have the right amount of each
ingredient. EDC gains an understanding of the client’s needs and provides the expertise by
building strategic networks for their clients. They are also well connected to financial resources
for their clients.
Entrepreneurship continues to grow in the U.S. and cities that welcome entrepreneurs stand to
gain new employers, new employees and the economic benefits they bring. Iowa City has spent
the last several years building a community that fosters entrepreneurs. We assisted in getting
the CoLab started, and followed that with strong support of MERGE. These operations have
proven critical to early stage support to some very successful, highly scalable companies.
It is clear that fostering a culture of entrepreneurship takes a lot of effort from a lot of
organizations -- ICAD, the UI Small Business Development Center, the City, the Chamber, ICR-
Iowa, the new regional economic development marketing team – and organizations such as
EDC, Inc. to provide the support necessary to a healthy and growing entrepreneurial
community.
Recommendation:
Staff recommends budgeting the requested $25,000 from the Economic Development
Assistance line for FY20.
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EDC 10.29.18 - page 9
Date: October 16, 2018
To: Economic Development Committee
From: Wendy Ford, Economic Development Coordinator
Re: Item 4 Consider recommending Agreement with Englert and FilmScene to City Council for $1 million capital campaign
Introduction
With a vision to build the greatest small city for the arts in America, the Englert and FilmScene
embarked on a $10 million capital campaign in 2016. Leadership in both organizations has
realized the benefits of working towards a goal to Strengthen, Grow and Evolve together, and
have formed a Joint Venture with the name Strengthen, Grow, Evolve. They are requesting $1
million in four installments, over fiscal years 2019 and 2020 for improvements for their historic
venues.
Today we ask that the EDC consider recommending approval of an agreement for a $1 million
grant to be funded by the tax increment financing generated from the downtown urban renewal
district.
Background
These two organizations are leaders in the local cultural scene. The Englert was built in 1912 on
the site of a livery stable just as the era of the horse-drawn vehicle was winding down. It burned
and was rebuilt in 1926 and stands today again, much as it did in its early life, hosting the best
actors, singers and comedians of the day.
The City has been a staunch supporter of the Englert for years. In 2004, after a decline in the
multiplex theater business in a move to block a potential buyer turning it into a nightclub, the City
stepped in and purchased the building while volunteers mobilized a multi-million-dollar fundraising
effort to purchase the building back and rehab it to a performing arts venue again. The Englert
now hosts more than 71,000 people annually.
Filling the entertainment gap left by the closing of the last movie theaters downtown, FilmScene
opened in 2013 after a ten-year void of downtown movie theaters in the restored 1870s Packaging
and Provisions building which had been home to a large college bar. In their first five years,
FilmScene has screened more than 300 films and sells more than 40,000 tickets per year.
While the two non-profits benefit from growth in their own businesses each year, they are also
catalysts for further spending, benefitting many other businesses in the community. With movies
and performances the draw for a night on the town, other businesses such as restaurants,
breweries and yogurt shops also benefit from the 365 days per year of programming.
EDC 10.29.18 - page 10
Page 2
Analysis
Each of the organizations are housed in buildings that are more than 100 years old and while they
have each undergone significant renovation since 2000, the capital expenses to maintain and
improve these facilities are significant. In fact, of the $10 million campaign total, capital expenses
for building improvements – the Strengthen component of the campaign – total more than $5
million with the bulk belonging to the Englert. The Strengthen component is the only one of the
three components to which City funds would be directed.
Highlights of the Englert’s share of the Strengthen component include façade renovation, the
renovation of the marquee, window restoration, new seating, HVAC, roofing, electrical wiring and
ADA upgrades. Additional capital expenses will include upgrades to the audio and
communications systems, and radio equipment.
FilmScene’s capital expenses are estimated at $165,000 and include projection, sound and,
seating upgrades along with the addition of hearing assistance equipment at Scene One in the
Packing and Provisions Building on the Ped Mall.
The Englert is also working to secure Historic Tax Credits, a method of raising funds by selling
tax credits to corporations that can benefit from them. Historic Tax Credits are available from both
the state and the federal government to support the value of preserving historic community assets
and are estimated to be approximately $1.7 million. Private fundraising efforts will make up
approximately $2.4 million, and the City’s $1 million would round out the total $5.1 million in
required funding.
Strengthen components of the Capital Campaign
Uses Sources
Englert $4,969,990 Private fundraising $2,420,270
FilmScene 164,223 Historic Tax Credits $1,714,043
City of Iowa City $1,000,000
TOTAL $5,134,213 TOTAL $5,134,213
While the City’s contribution would be directed to the Strengthen components, the Grow and
Evolve components will also be impactful to the community. The Grow components include
outfitting the new FilmScene Theaters in The Chauncey, education and outreach and community
engagement, the ramping up of Mission Creek, [re}]Focus Film and the Witching Hour Festivals.
The Evolve component includes starting a downtown artist residency house, a local arts
incubation project, starting an arts alliance initiative and an advanced storytelling initiative.
Recommendation
Staff recommends that the EDC forward a recommendation to the full City Council for an
agreement supporting the Englert and FilmScene’s Strengthen, Grow & Evolve capital campaign
in the amount of $1 million.
EDC 10.29.18 - page 11
Page 3
The source of funding for the grant would come from tax increment generated in the downtown
urban renewal area, also known as the City-University Project 1 Urban Renewal Area. In the TIF
policies revised and approved by Council on Nov. 21, 2017, it was resolved that other public
interests, such arts and cultural activities or facilities, historic preservation and public
improvements that serve as a catalyst for the economic development of the urban renewal area
can be eligible uses for tax increment financing. The Strengthen, Grow and Evolve campaign
checks all the boxes.
The Englert and FilmScene, housed in two of the downtown’s oldest buildings, treasures in and
of themselves, are critical to the vitality and cultural life of Iowa City.
These organizations are catalysts for the vision to build the greatest small city for the arts in
America, and the Strengthen, Grow, and Evolve campaign is the path to success.
Finally, this contribution has been in Council’s sights for some time now, as Council began
budgeting for the campaign as early as FY2018.
EDC 10.29.18 - page 12
Strengthen, Grow, Evolve Capital Campaign Grant Agreement
This Grant Agreement, made on this __________ day of ____________, 2018, by and
among the City of Iowa City, Iowa, (hereinafter “City”), the Englert Civic Theatre, Inc., an Iowa
non-profit corporation (hereinafter “Englert”), and FilmScene, an Iowa non-profit corporation
(hereinafter “FilmScene”).
Whereas, Englert and FilmScene have created a joint venture to embark on a $10 million
“Strengthen, Grow, Evolve” Unified Capital Campaign with a vision of “Building the Greatest Small
City for the Arts in America;” and
Whereas, funds raised by this campaign will be used for certain strategic investments, including,
but not limited to, major capital projects to the two historic structures currently housing these
organizations; development of innovative programming initiatives, and strategic planning to better
align all local arts nonprofits towards more efficient and collaborative models; and
Whereas, fostering a more inclusive, just and sustainable Iowa City through the promotion of
a strong and resilient local economy and encouragement of a vibrant and walkable urban core is
one of the top Strategic Planning Priorities adopted by the City Council (resolution 18-78); and
Whereas, the Englert Theatre and FilmScene are two of Iowa City’s anchor arts and cultural
venues located in historic structures within the downtown core; and
Whereas, Tax Increment Financing Policies approved by the City Council on November 21, 2017
include arts and cultural activities or facilities and historic preservation as public interests worthy
of consideration for tax increment financing; and
Whereas, the Englert will be utilizing Federal and State Historic Tax Credits to help finance the
project, and
Whereas, these two entities are housed in structures located within the City-University Urban
Renewal Area; and
Whereas, in the City-University Project 1 Urban Renewal Area, amendment #15, (resolution
17-156), added an urban renewal project entitled Englert/FilmScene Building Renovations
intended to strengthen the core area for commerce, culture, education, entertainment, and to
preserve and protect buildings that, for reason of age, history, architecture or significance
are listed or are eligible for listing on the National Register of Historic Places; and
Whereas, the FY18 and 19 Budgets approved by City Council, budgeted two $500,000 tax
increment financing grants (one in FY18 and one in FY19) to ensure the continued viability of
these two organizations currently housed in historic downtown buildings.
Now, therefore the parties hereto agree as follows:
1.Englert and FilmScene hereby acknowledge their obligations under the Joint Venture
Agreement executed between those two parties on April 12, 2017, and hereby promise to timely
EDC 10.29.18 - page 13
proceed with investing at least $1,000,000 toward the construction of those certain improvements
included on the Strategic Investment List attached hereto as Exhibit A.
2.In exchange for Englert and FilmScene’s promise to perform the work necessary to invest at
least $1,000,000 toward construction of the items shown on the Strategic Investment List, the City
shall make the following grants to the Joint Venture created by FilmScene and the Englert as
follows:
a)$250,000 on or after January 1, 2019;
b)$250,000 on or after April 1, 2019 upon execution of a construction contract with
general contractor for Englert marquee and window restoration, façade renovation, and
roofing membrane replacement;
c)$250,000 on or after July 1, 2019 upon commencement of construction for those
projects described above; and
d)$250,000 on or after October 1, 2019 upon substantial completion of those projects
described above.
3.The Joint Venture shall distribute 83% of the funds to the Englert Theatre and 17% of the
funds to FilmScene, notwithstanding any separate agreement for distribution of funds from the
Joint Venture campaign to the contrary.
4.If Englert, FilmScene or the Joint Venture should fail to timely proceed with any of the above-
described milestones, no further unpaid grant distributions shall be made without written
amendment to this agreement.
City of Iowa City
James Throgmorton, Mayor
Attest: Approved by:
Kellie Fruehling, City Clerk City Attorney’s Office
Englert Civic Theatre, Inc.
By: __________________________________
FilmScene
By: _______________________________
EDC 10.29.18 - page 14
City of Iowa City, Iowa Acknowledgement
STATE OF IOWA )
) ss: COUNTY OF JOHNSON )
This instrument was acknowledged and attested before me on the _____ day of ________, 2018, by James A. Throgmorton, Mayor, and Kellie K. Fruehling, City Clerk, of the
City of Iowa City, Iowa, a municipal corporation.
___________________________________
Notary Public, State of Iowa
FilmScene Acknowledgement
STATE OF IOWA )
) ss: COUNTY OF JOHNSON )
This record was acknowledged before me on_________________, 2018 by
_________________________ (Name(s) of individual(s)) as __________________________
(type of authority) of FilmScene.
___________________________________
Notary Public in and for the State of Iowa
(Stamp or Seal)
My commission expires:_________________
Englert Civic Theatre, Inc. Acknowledgement
STATE OF IOWA )
) ss: COUNTY OF JOHNSON )
This record was acknowledged before me on_________________, 2018 by
_________________________ (Name(s) of individual(s)) as __________________________
(type of authority) of Englert Civic Theatre, Inc.
___________________________________
Notary Public in and for the State of Iowa
(Stamp or Seal)
My commission expires:_________________
EDC 10.29.18 - page 15
Facility Item Timeline
Englert
Architectural Study Jan 2019-Feb 2019
Phase 1 architect fees Mar 2019 - Oct 2019
HVAC renovation
Marquee rehab
Window restoration
Roofing membrane
Building facade
Roof access
Audio line array
Communication Sys.
Radio equipment
Auto Defibirillator
Audio board
Monitor board
Phase 2 architect fees Mar 2020 - Oct 2020
New seating
Plaster repair
Brick repair
Elevator
Carpet replacement
Electric renovations
Stage floor replacement
Handicap lifts
Gallery renovation
Rail replacement
Fire panel
DCP film projector + screen
Light board
Stage lighting package
Spotlights
Hearing assitance gear
Phase 3 architect fees Mar 2021-Oct 2021
Fire curtain replacement
Rigging
New Genie lift
FilmScene Scene 1 Rehab Projector Replacement Mar 2019 - Oct 2019
118 E. College Street Server Replacement
Seating Replacment
Sound Equipment
Hearing Assitance Equipment
Strategic Investment List
EDC 10.29.18 - page 16
Date: October 16, 2018
To: City Council Economic Development Committee
From: Wendy Ford, Economic Development Coordinator
Re: Item 5
Consider recommendation to change sidewalk retailing ordinance
Introduction:
An ordinance allowing sidewalk retailing downtown has existed for more than twenty years. The
ordinance permits businesses to display merchandise on City sidewalks abutting the business
storefront for a set period of time with approval from the City Manager or designee. The Iowa
City Downtown District has requested a change that would extend the allowable time from 9
a.m. to 9 p.m. on Thursdays through Sundays to every day of the week.
Background:
The ordinance was originally designed to accommodate Sidewalk Sales that occurred
Thursdays through Sundays a couple of times a year. The creation of the SSMID in 2012, a
self-supporting municipal improvement district run by the Iowa City Downtown District (ICDD),
organized efforts to improve the downtown shopping experience. In 2015, ICDD commissioned
a study by Kiku Obata & Company, a design consultancy specializing in brand strategy, identity,
and environmental design, to provide an assessment of current conditions and
recommendations for best practices for storefronts and signs.
The study recommended best practices for merchandising on sidewalks that very closely
corresponds to the existing sidewalk retail ordinance, but encourages retail to activate the
sidewalk right of way for merchandising and drawing attention to the store fronts every day, as
opposed to just Thursday through Sunday. Increased sidewalk retailing will bring attention to the
storefronts, support businesses by enhancing their sidewalk presence and provide a welcoming
experience that invites pedestrians to the storefronts.
Recommendation:
Staff recommends the EDC support and forward this ordinance change to City Council.
EDC 10.29.18 - page 17
Date: October 16, 2018
To: Economic Development Committee
From: Wendy Ford, Economic Development Coordinator
Re: Item 6 Consider recommendation to City Council Requesting Proposals for retail consultant work
Introduction
Several months ago, Councilman Botchway indicated a desire to contract with a retail recruitment
firm to help recruit new retail to Iowa City. The idea came because there were a number of
commercial areas with vacant storefronts in neighborhoods that needed the vibrancy that retail
traffic affords. $50,000 was budgeted in the Economic Development Division’s FY19 budget. The
attached Request for Proposals outlines the City’s expectations for these services. Staff would
like a recommendation from the EDC before proceeding with the RFP and a process to select a
retail recruitment consultant.
Background
Cities who contract with retail consultants can expect to accomplish at least two main goals:
market analysis and strategic business recruitment. Market analysis is data driven and business
recruitment is relationship driven.
The market analysis demonstrates level of demand for different categories of retail in commercial
neighborhoods within the community. If there is unmet demand, indicated by spending outside
the local market, then opportunities exist for the City and the retailer. If demand is satisfied by
existing business, then the City and the retailer will understand the area may not offer the
opportunities they seek. The analysis helps tailor recruitment strategies accordingly.
When the retail recruiting consultant has completed the market analysis, they can compare it with
information from the national retail landscape indicating what categories of retail are expanding
and which are contracting to create strategies to attract appropriate businesses. They do this in
concert with the leadership in the community in order to focus recruiting efforts on highly desired
targets.
Retail recruiters are industry insiders. Their success is based on three things: 1) relationships
they build through national retail associations, national and regional retail marketplaces,
knowledge of similar markets, trends in retail, and real estate, 2) an understanding of the
community vision, goals and community identity, and 3) data analytics.
Staff has met with two retail recruitment firms to discuss approaches to meet our needs.
Interestingly, both have worked with the City of Dubuque, who recently renewed a three-year
contract with one of the firms. The Economic Development director in Dubuque also shared some
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October 25, 2018 Page 2
insight on having worked with the two firms, citing that one has greater strengths in data collection
and analysis while the other is stronger in networking and knowing the community.
Both firms with whom we have visited charge essentially the same fee -- $45,000 - $50,000 per
year with a three-year contract.
Scope of work
The following pages are excerpted from the 35-page version of the RFP, and outline the purpose,
background, scope and deliverables desired.
Recommendation
Staff recommends soliciting proposals for retail recruitment services.
EDC 10.29.18 - page 19
Section 2 - Specific Conditions and Instructions to this Proposal A. Project Description: The City of Iowa City, Iowa is requesting proposals from qualified firms to provide Consultant Services for a detailed
Retail Recruitment Strategy that maximizes the retail and restaurant potential for the City of Iowa City, provides business retention tools, and access to a web portal for customized reports and updates.
B. Background: Iowa City, Iowa is a vibrant university town in the heart of Eastern Iowa. Near the crossroads of Interstate 80 and the
Avenue of the Saints, this bustling community of 75,000 residents is enjoying a renaissance of sorts. Twenty years
ago, the retail landscape in downtown Iowa City changed when a one million square foot mall opened just 5 miles away. Long-time retail anchors left downtown for the new mall, other tenants followed and the retail landscape was
barren. In the ensuing years, the University of Iowa purchased the second floor of the 1980s downtown mall, backfilling some of the vacancy with office use, while the restaurant, bar and café culture slowly began a resurgence in the older downtown building stock. Currently, there is some retail vacancy downtown and there will be new leasing
opportunities as planned redevelopments come to fruition. Some will be small, others may be up to 10,000 square feet.
Ten years ago, as an outcome of the 2008 flood, Iowa City engaged in a master planning effort for the area known as Riverfront Crossings, immediately south of downtown. The north end of the 200-acre area is contiguous with downtown’s southern edge, Burlington Street, and then stretches almost a mile south to Highway 6 and is bordered on
the east and west by Gilbert Street and the Iowa River, respectively. The City has also invested in a new park there as a catalyst for future surrounding redevelopment. Several projects are underway and more are in the planning phases.
Many of the new projects include small retail spaces on the ground floor with residential units above.
Iowa City is also home to a handful of neighborhood retail centers including Pepperwood Plaza, Iowa City
Marketplace, and Gateway Center One, all along the Highway 6 corridor on the south end of town. Interspersed
between these areas are some smaller retail strips, also with varying degrees of vacancy. These neighborhood centers are as important to the City as the Downtown and Riverfront Crossings areas because they provide needed retail and
services within walking distance of nearby neighborhoods. Iowa City prides itself on its authenticity and sees great value in supporting local businesses and ensuring an
appropriate business mix. While we understand that national retailers and restaurants are attractors wherever they locate, we are sensitive to the need to support local and regional business. There may be opportunities for national retailers which are a better fit in some locations than others and those opportunities may help draw local business to
those centers, such as the neighborhood centers mentioned above. As an example, the downtown area is nearly saturated with restaurants, most of which are locally owned and operated,
with a few national chain eateries in the mix. It would be fair to say that we do not seek additional restaurants downtown, even knowing the market is hot for restaurants there, but rather, we seek to increase the number of ‘dry
goods retailers” that would help build clusters of and complement retailers in existence there.
C. General Scope:
The selected consultant will create and assist in the execution of a multifaceted retail recruitment strategy which will
satisfy the specifications contained within the Request for Proposal, by determining and utilizing key metrics for the City’s retail trade areas such as relevant demographic and psychographic data, demand analysis in addition to local,
regional, and national retail trends. This analysis is expected to support a detailed assessment of the current and
potential retail market for the City and provide the basis for the creation and execution of a retail recruitment strategic plan supported by effective marketing materials and representation at regional and national retail shows and
conferences. The firm or individual selected will be expected to at a minimum address the following concerns/issues:
• Develop trade area analysis focused on drive time delineation
• Develop profiles of customers in the trade area based on buying habits, media habits and lifestyle characteristics
• Assess the retail potential of selected sites in the city
• Conduct retail peer market analysis
EDC 10.29.18 - page 20
• Identify priority business categories for community
• Recommend specific retailers and restaurants that match customer profile
• Match the customer profiles with profiles of specific retailers and restaurants that would consider the City for a
location or expansion
• Prepare custom marketing packages for each of the retailers and restaurants identified and identify the individual
in the companies who makes location decisions
• Identification of specific prospects to target for recruitment
• Make other recommendations as seen pertinent to the assessment
• Outreach to local brokers and property owners
• Provide a retail leakage/surplus analysis
• Provide an online data base and marketing tool to assist recruitment efforts
• Provide long-Term Partnership- unlimited access to GIS and staff to help optimize marketing efforts
• Provide information required to retaining and attracting high value, high wage jobs by analyzing how the city
benchmarks against competing cities
• Provide information to understand the value of residents, and surrounding households when considered as a
workforce.
• Provide information to understand residents access to services, retail, healthcare, municipal assets and other
attractive amenities for overall quality of life benchmarks
• Provide a business retention solution designed specifically for small business owners and franchisees. Local
governments and economic development agencies can also leverage this tool to support local businesses and
entrepreneurs.
D. Scope of Work:
1. Retail Recruitment Assessment Deliverable: Market Analysis Report
Using current reliable data, the first phase shall consist of a report detailing the City’s market/trade area analysis:
• Population and household incomes within the local retail market
• Competition
• Existing retail firms
• Market viability
• Retail trends
• Retail leakage
• Key psychographics
• Drive time studies
• Radius ring studies
• Customized trade area studies
• Available platform to access all reports
2. Plan Development
Deliverable: Retail Recruitment Strategic Plan
Based on in-depth local research, coupled with knowledge of local, regional, and national trends, the Retail
Recruitment Strategic Plan will at minimum:
EDC 10.29.18 - page 21
•Develop a Retail Vision Profile for each of the City’s key retail geographies: a) downtown and Riverfront
Crossings, b) Highway 6 Commercial area, c) East side commercial areas and d) Iowa City Marketplace.
•Identify unmet retail needs.
•Identify short and long-term goals forming a basis for the City’s retail recruiting focus.
•Highlight the City’s strengths, weaknesses, opportunities and threats as relating to retail recruitment.
•Identify appropriate retail prospects.
•Identify average square footage requirements for different categories of retail to aid in matching available
properties with appropriate businesses and to help ensure that future redevelopments are “right-sized” for the
market.
•Based on current and expected conditions, identify potential sites for future retail development
•Identify key actions the City might consider to enhance its marketability and visibility to retailers.
3.Representation/Marketing
Deliverable: Marketing/Recruitment materials for dissemination to potential prospects
The consultant will assist in the implementation of the Retail Recruitment Strategic Plan including, but not limited
to:
•Making contact with potential retail prospects.
•Working with local officials, property owners, real estate brokers, and other stakeholders to enhance the
City’s retail environment.
•Develop solid working relationships with key regional and national retail representatives, brokers, and
site selectors.
•Represent the City at regional and national conferences attended by such representatives, and be able to
facilitate discussion and generate recognition of an interest in the Iowa City retail market.
•Produce marketing materials such as maps and handouts containing key City information for use by
retail prospects, city officials, brokers, and site selectors. A digital version of the material will be made
available for inclusion of the City’s website.
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