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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