BM 1995-11-01 EcDevMinutes of November 1, 1995
COPPELL ECONOMIC DEVELOPMENT PARTNERSHIP
Monthly Meeting
The Coppell Economic Development Partnership met at 7:00 p.m. on Wednesday, November
2, 1995, in the conference room at Coppell Town Center, 255 Parkway Boulevard, Coppell,
Texas 75019. The following members were present:
Bronwyn Brock, Chairperson
Chad Beach
John Mark Bonnot
Tim Brancheau
Jim Dippold
David Greer
Isabelle Moro
Mayor Tom Morton
Ron Pankey
Dixon Rich
Wayne Richards
Bill Rohloff
Candy Sheehan
Gary Sieb
Bill Stearman
Chuck Sturges
Jim Witt
1. Call to Order
Chairman Bronwyn Brock called the meeting to order at 7:00 p.m.
2. Recap and critique the recent reception honoring area Brokers, Developers and
Allies.
The general consensus was that the reception was well attended and that the
Partnership may want to consider having the same event next year.
3. Review City and School property taxes and economic development in Coppell.
The Coppell Independent School District and City of Coppell do not share the same
boundary lines, therefore, the two entities have different goals. The Coppell
Independent School District is reluctant to offer tax abatement and freeport tax
exemption because such measures could adversely affect the quality of the school
district's services.
4. Discuss and clarify the goals and objectives for fiscal year 1996, and finalize
plans for presentation to be made before the City Council on November 14, 1995.
Chairperson Browyn Brock reviewed the Competitive Industrial Locations with
Freeport Tax Exemption Status in the Dallas/Fort Worth area. Chairperson Brock
pointed out that in spite of Coppell's high net tax per sq. ft., Coppell's strategic
location continues to attract companies to the city. Because Coppell can not compete
for industrial uses based on net cost to the user, it emphasizes the need for an
effective marketing campaign.
Chairperson Brock used the recommendations of the Fantus report as a starting point
for the Partnership goals for FY 1996.
Goal #1: Develop a Brand Image
Use the Partnership Economic Development Ad to achieve a brand
image for Coppell.
Goal #Z: Increase Organizational Efforts and Community Support
There is a need for a community liaison.
Goal #3: Networking and Leveraging Resources
Each partnership committee will meet and establish goals and objectives
for FY 1996. Jim Witt offered city staff to assist the Partnership
committees with their goal formulation process. The following people
were assigned to assist the respective committees:
Gary Sieb, Director of Planning and Community Services, will assist
the Product Improvement Committee.
John Mark Bonnot, President of the Chamber of Commerce, will assist
the Marketing Committee.
Jim Witt, City Manager, will assist the Strategic Planning Committee.
Isabelle Moro, Planning and Zoning Coordinator, will assist the
Business Retention Committee.
Chad Beach, Tax Collector, will assist the Partnership with data
analysis.
Goal #4: Attract Light Industrial Projects
Goal #5: Attract Distribution/Warehouse Projects
Goal #6: Attract Office/Headquarters Projects
The newly adopted Tax Abatement policy explicitly addresses Goals 4-
6.
During the course of the discussion, Chairperson Bronwyn Brock requested to
postpone her presentation to the City Council to November 28, 1995 and Jim Witt
did not object.
5. Review the receipts, planned and anticipated expenditures related to the fiscal
year 1996 budget.
Chairperson Bronwyn Brock asked each committee to submit their action plan by the
next Partnership meeting.
6. Discuss and determine policies and guidelines related to present marketing
endeavors, and any future marketing needs and/or opportunities.
John Mark Bonnot reported that some of the marketing literature in the City of
Coppell folders needs to be updated. The three inserts which require revisions are
related to tax abatement, demographics and sports. The estimated cost for producing
1,000 copies of the inserts is $1,364.
The aerial map also needs to be updated, according to John Mark. In the past, the
map has proven to be an effective marketing tool. Two years ago, the Millet Printing
Company was selected to produce 1,000 aerial maps. Today, the Millet Printing
Company estimated the cost of printing 1,000 maps at $4,280. Slocum Printing, a
competitor who has not seen a copy of the map, estimated the same job at $2,522.
John Mark agreed to follow up on why there was so much diversity between the two
printing estimates.
Bill Heroes reviewed the Proposed Advertising Guidelines to be used by the Coppell
Economic Development Partnership. Following some discussion, Bill Stearman made
a motion to adopt the guidelines and Bill Rohloff seconded the motion; motion carried
(9-0) with Board members Brock, Brancheau, Dippold, Greer, Herries, Pankey, Rich,
Rohloff, and Stearman voting in favor.
7. Brief overview of the City's effort in creating an electronic bulletin board, how it
differs from having access and a presence on the InterNet with a Home Page, and
determine if their is interest in developing a Home Page for Coppell.
John Mark Bonnot invited Wayne Richards, a member of the Telecommunications
Committee, to speak on the logistics and cost of creating an electronic bulletin board
and a Home Page on the InterNet for the City of Coppell. The electronic bulletin
board would be used to broadcast city services and provide 24-hour access to city
departments. Citizens would be able to retrieve information and leave messages for
specific departments, while the Home Page would provide individuals, companies and
local governments across the nation and the world an opportunity to retrieve
information about Coppell, Texas. The estimated cost for installing a Home Page is
$5,000 and there is a monthly fee of $125. One of the advantage of the Home Page
is that the service provider can furnish the City with a monthly report as to who
looked at what information.
Jim Dippold suggested that the Business Retention Committee study the feasibility of
creating an electronic bulletin board and a Home Page and make a recommendation to
the Partnership.
John Mark Bonnot reported that the Park 'N Fly billboard on LBJ Freeway is
available for City use. He submitted a number of billboard sketches for Partnership
review. He asked that the Partnership approve one of the sketches. The Partnership
authorized the use of a red billboard with yellow lettering which reads "Now
Available, Coppell" .
8. Accept the resignation of a Chamber representative and discuss Chamber policy
related to future appointments to the Partnership Management Committee.
Bill Herries made a motion to accept the resignation of Don Keach. Bill Rohloff
seconded the motion; the motion carried (9-0) with Board members Brock,
Brancheau, Dippold, Greer, Herries, Pankey, Rich, Rohloff, and Stearman voting in
favor.
David Greer made a motion to nominate Dixon Rich to take on the responsibilities of
Don Keach. Bill Rohloff seconded the motion; motion carried (9-0) with Board
members Brock, Brancheau, Dippold, Greer, Heroes, Pankey, Rich, Rohloff, and
Stearman voting in favor.
Bill Herries gave a brief progress report with regards to the Direct Marketing
Campaign. The duck calls and jumper cables should be ready in the next 2 to 3
weeks. Mr. Heroes had a sample duck call to show the Partnership.
With nothing further to discuss, the meeting adjourned at approximately 9:05 p.m.
COPPELL ECONOMIC DEVELOPMENT
PARTNERSHIP
PROPOSED ADVERTISING GUIDELINES
The Coppell Economic Development Partnership is establishing advertising
guidelines in recognition of the facts that this partnership has a limited budget
and that there are many more ways to spend advertising money than the
partnership can afford.
The partnership cannot afford to take advantage of every good idea that comes
along. And it cannot match the efforts of many of the surrounding communities.
Therefore, the partnership is establishing the following guidelines to help keep
the dollars we do have available working the hardest.
1. The Economic Development Partnership (EDP) shall identify and prioritize
specific target markets that, in the opinion of the EDP, will have the greatest
potential for positive impact on the economic future of Coppell. The EDP should
reconfirm and/or revise the target markets list on an annual basis.
2. The EDP should establish an advertising plan at the beginning of each year
that allocates budgeted advertising dollars to specific target markets and/or
specific media. Once the plan is agreed upon, any surplus dollars in the
advertising budget can be recognized as available for opportunity buys.
3. As opportunities are presented to the EDP during the year, the EDP can
review the opportunity first, for cost versus the opportunity dollars remaining in
the budget, and second, for appropriateness in reaching an already identified
target market.
The cost versus opportunity dollars available evaluation can be handled
by the person bringing the proposal to the table in consultation with the
Chamber staff and the chair of the EDP.
If the dollars are available, then the person bringing the proposal to the
EDP should be prepared to present objective data that demonstrates the
effectiveness of the proposed advertising in reaching the target market.
The cost should be measured as a cost -per -thousand targeted
impressions. This is done by dividing the total cost of the
advertising (space costs plus creative and material costs) by the
number of targeted readers.
The effectiveness can be measured by readership studies, or more
simply, by testimonials from some of the targeted market of
by an economic development partnership from another community.
We know who we are trying to reach. They can tell us if a
particular medium is effective.
A third, and final criteria for using the opportunity dollars should be time.
If the proposal is deemed appropriate and affordable by the EDP, there
must be time to respond. Often, opportunities are presented at the last
minute and the potential effectiveness is compromised by the rush to
provide materials.
C 0 P P E L L
CHAMBER OF COMMERCE
COPPELL ECONOMIC DEVELOPMENT PARTNERSHIP
Monthly Meeting
Allies.
WEDNESDAY, NOVEMBER 1, 1995
7:00 P.M.
COPPELL TOWN CENTER
255 PARKWAY BOULEVARD, COPPELL
AGENDA
Recap and critique the recent reception honoring area Brokers, Developers and
Review City and School property taxes and economic development in Coppell.
Discuss and clarify the goals and objectives for fiscal year 1996, and finalize
for presentation to be made before the City Council on November 14.
Review the receipts, planned and anticipated expenditures related to the tiscai
ear 1996 budget.
Discuss and determine policies and guidelines related to present marketing
endeavors, and any future marketing needs and/or opportunities.
6. Review and determine action to be taken to update the present collateral materials
being used.
Brief overview of the City's effort in creating an electronic bulletin board, how it
differs from having access and a presence on the InterNet with a Home Page, and
determine if their is interest in developing a Home Page for Coppell.
8. Accept the resignation of a Chamber representative and discuss Chamber policy
related to future appointments to the Partnership Management Committee.
(214) 393-2829 . (214) 393-7485 FAX
500 S. Denton Tap Road . P.O. Box 452 m Coppell, Texas 75019