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Atlas How Site Selectors are Using GIS to Evaluate Communities

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Atlas CEO Ben Wright and Cushman & Wakefield Consulting Manager Keith Gendreau discuss trends in Geographic Information Systems, Economic Development, Technology, Marketing, and more.

Atlas CEO Ben Wright and Cushman & Wakefield Consulting Manager Keith Gendreau discuss trends in Geographic Information Systems, Economic Development, Technology, Marketing, and more.

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  • C&W’s SITE SELECTION PROCESS TRANSLATES PROJECT OBJECTIVES AND REQUIREMENTS INTO MEASURABLE CRITERIA TO ASSESS LOCATIONS AND COMPARE THEM AGAINST ONE ANOTHER.

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  • 1. 1
  • 2. 2Your HostsBen WrightCEO, Atlas Advertisingbenw@atlas-advertising.comwww.twitter.com/atlasadKeith GendreauConsulting Manager,Global Business ConsultingCushman & WakefieldKeith.Gendreau@cushwake.comGuillermo MazierBusiness Development,Atlas Advertisingguillermom@atlas-advertising.comwww.twitter.com/atlasad
  • 3. 3About Atlas Advertising and Atlas InSite GISAtlas Advertising helps economic developers reach national and international prospectand site selection audiences. We deliver branding, website development, GIS mapping,research, social media, and creative services professionally and with a staff experiencedin economic development.Atlas InSite is Atlas’ industry leading GIS platform, the first to be fully integrated witheconomic development websites. Used in 27 states and large markets, representingthousands of communities in the US and Latin America, Atlas InSite is the fastestgrowing GIS system in the economic development profession.Featured clients who use Atlas InSite:– State of Ohio– Tennessee Valley Authority– Right Place, Grand Rapids Michigan– Alabama Power Company– Hoosier Energy– Enterprise Florida– State of Colorado– Commerce Lexington– Columbus 2020
  • 4. 4About C&W Global Business ConsultingOFFICE INDUSTRIAL RETAIL• Location strategy and siteselection• Facility network and inventoryoptimization(St. Onge Company)• Incentive negotiation• Facility design and operationsimprovement (St. OngeCompany)• 3PL advisory services(St. Onge Company)• Market capacity Studies• Customer behavior & tradearea analysis• Site analysis• “Reverse” location study tocreate marketing interest fora proposed development• Local and regionaloccupancy strategies• Portfolio optimization andrationalization• Labor and locationstrategies• Incentive negotiations• Workforce deploymentoptimizationCushman & Wakefield Global Business Consulting helps clients solve complexchallenges that reside at the intersection of business operations and real estate. Theresults we deliver reduce costs, improve operating efficiencies, and increase revenuefor our clients.
  • 5. 5Download the slides, listen to the video,continue the dialogue• Continue the Conversation:– Follow us on Twitter: www.twitter.com/AtlasAd– Tweet questions using hashtag #AskAtlas– Join Next Gen Economic Development Marketers LinkedIn Group• View and share the slides with your colleagues (available now):http://bit.ly/fQB6hC• View and share the video with your colleagues (Late May): http://bit.ly/fjc3Ex
  • 6. 6Offer to Webinar Attendees:Get a free comprehensive assessment from Atlas. This assessment will include:• If you currently have a GIS System, we will:– Review of your current GIS system relative to the benchmarks presented in thiswebinar– Provide suggestions to improve performance and overall system value• If you don’t currently have a GIS system, we will:– Review your website relative to content and features site selectors commonlyuse– Recommend ways to improve your website using various elements of GIStechnology.To receive an assessment, please chat “Assessment Please” into your chatwindow at any time in the presentation. We will follow up with you after thepresentation.
  • 7. 7Outline1. Questions We Will Answer2. What Atlas Research Says about GIS Usage3. How a Site Selector Specializing in Manufacturing and Office Uses GISToday4. How Economic Developers Can Help5. Q+A6. Share the Slides and Video7. Next Atlas Webinar
  • 8. 8Questions We Will Answer1. How Has the Process of Location Selection Changed?2. Do Site Selectors, Prospects, and Other Users Really Use GIS Today toEvaluate Locations?3. Should I Have a GIS System?4. How Should My GIS System Relate to My Website?5. Where Does GIS Data Come From, and Who Maintains It?6. What Do Communities Spend on GIS?
  • 9. 9How Site Selectors Are Using GIS to Shortenthe Location Evaluation Process:What Atlas’ Research Says
  • 10. 10The Corporate Location Process
  • 11. 11Please rate the following in terms of theirimportance as a source of information:Information Source % Important, 2013 % Important, 2006Site visits (including familiarization tours) 100% 100%Existing relationships with ED officials 95% 88%Community websites 90% 63%Third party national data sources 90% n/aPast experience with other deals 81% 71%Word of mouth from peers 57% 43%Calls from local officials 48% 29%Existing relationships with local real estatecommunity38% 29%National conferences 29% 0%Trade magazines 29% 14%Social Media/Social Networks 24% n/a
  • 12. 12Most Important and “FastestGrowing” Location Factors2013 2006 % differenceAccess to customers (large markets) 95% 69% 26%Financial incentives from communities 95% 69% 26%Proximity to a research university 67% 43% 24%Access to technical/scientific workers 90% 70% 20%Quality or fit of specific real estate 90% 75% 15%Access to transportation infrastructure 90% 76% 14%Pro-business tax-regulatory climate 95% 83% 12%Access to senior management talent 76% 64% 12%Quality of life for employees 62% 60% 2%Ability to recruit workforce 95% 96% -1%A rapidly growing region 57% 60% -3%Access to cultural amenities 43% 49% -6%Access to outdoor recreation 10% 38% -28%Climate (weather) 29% 58% -29%
  • 13. 13Top Pages Used on Atlas WebsitesThat Include a Link to An Outside GISSystem/Property DatabasePage Views Per 100 Site VisitsAbout Us 11Site Selection Services 11Data Center 10Contact Us 7Visits to Property Search or GIS 5Source: Study of Analytics of Atlas websites with a link to an external GIS
  • 14. 14Top Pages Used on Atlas Websites ThatInclude Integrated GISPage Views Per 100 Site VisitsProperty Searches 38Business Searches 23Visits to GIS Landing Page 19About Us 14Data Center 12Contact Us 10Site Selection 7Source: Study of Analytics of Atlas InSite websites with integrated GIS
  • 15. 15Question:What information are you most frequentlyasked to provide for Site Selectors?(Enter answers in chat window)
  • 16. 16How Site Selectors Are Using GIS to Shortenthe Location Evaluation Process:How a Site Selector Specializingin Manufacturing and Office UsesGIS Today
  • 17. 17Keith Gendreau• Based in Minneapolis, MN• Consulting Manager• Geographer by Trade. Master’sDegree in Economic Development.• Specializes in Location Strategy andLabor Analytics for Office and IndustrialProjects
  • 18. 18Typical Phased Site Selection Approach(Industrial)PHASE 1 PHASE 2 PHASE 3 PHASE 4MOBILIZATION &CRITERIADEVELOPMENTIDENTIFYPREFERREDLOCATIONSDUE DILIGENCE ONFINALISTSINCENTIVES AND REALESTATE ACQUISITION• Freight-costanalysis• Screen out poorlysuited regions• Initial propertyreview and visits• Comparativeanalyses oflocations• Site risk assessment• Site/communitytours• Labor market & sitedue diligence• Cost and conditionsmodeling• Incentive and realestate RFPs• Executive tours• Negotiations• Document negotiationsin MOU / PSA• Final transaction• Review clientstudies• Confirm facilityspecifications• Visit similar facility• Develop criticallocation criteriaRESULTConfirmed searcharea & projectspecificationsRESULT4 to 6 locations in 2to 3 statesRESULT2 to 3 finalistlocations in 2 statesRESULTSite control; documentedincentivesProvided by Cushman & Wakefield
  • 19. 19Measurable Evaluation Criteria to SupportDecision-MakingMEASURABLE CRITERIA TO ASSESS LOCATIONS AND COMPARE THEMAGAINST ONE ANOTHER.• UTILITY INFRASTRUCTURE CAPACITY AND AVAILABILITY: Electric infrastructure; utilityextension distances; natural gas availability; water supply; wastewater; service providers• MARKET / SUPPLIER ACCESS AND TRANSPORTATION INFRASTRUCTURE: Rail access;highway access; port access; customer service; supplier proximity• LABOR AVAILABILITY AND QUALITY: Civilian labor force; manufacturing employment,competition and industry presence; union presence and activity levels; hiring/retentionexperience of local employers• EASE OF IMPLEMENTATION / TIMING: Wetlands; flood plains; air quality attainment; zoning;permitting timelines; construction services; site readiness; potential environmental issues• SITE AVAILABILITY AND QUALITY: Configuration; expandability; ownership structure;easements; surrounding land use• BUSINESS CLIMATE / COMMUNITY FIT / REGULATORY ENVIRONMENT: Pro-businessenvironment; recent history of success; experience of local economic development team; after-care potentialProvided by Cushman & Wakefield
  • 20. 20FILTERSTransportation AccessLabor AvailabilityLabor CostsIndustry/ Skills PresenceBusiness ClimateUtility CostsLaborRelationsGovt.RelationsShortListHow Projects Select (or Eliminate) YourCommunityC&W SCREENS FOR KEY,GEOGRAPHICALLY VARIABLEBUSINESS DRIVERS USING THIRD-PARTY DATABASES.– Clients also dictate ownconstraints, making eachprocess unique.Early in the location screeningprocess, third-party databases areused due to the volume of locationsconsidered; not community web sites.Provided by Cushman & WakefieldRFI Recipients
  • 21. 21Identifying Suitable Properties2 RFI responses received and catalogued.1 Requirements translated to Request forInformation (RFI) issued to search area.3 Properties evaluated versus facility needsand grouped: Retain, Marginal, Eliminate.4 Property inspections conducted to selectpreferred sites. Clients typically attend.Provided by Cushman & Wakefield
  • 22. 22Decision Support Data Sources and ToolsGeographic Information Systems (GIS) MappingLocation specific wage databaseMany others (e.g., EIA, Labor Relations Institute, Bureau ofLabor Statistics, U.S. Department of Education, etc.)Comprehensive demographic and segmentation databaseComprehensive Industry employment forecast , population mobility dataCushman & Wakefield Global Business Consulting maintains the most up to date demographicdatabases and spatial analysis tools to execute projects.Advanced spatial data processingProvided by Cushman & Wakefield
  • 23. 23Spatial Software Use Example:AlteryxCommutation AnalysisProvided by Cushman & Wakefield
  • 24. 24Example GIS ApplicationProvided by Cushman & Wakefield
  • 25. 25Question:If You Currently Have a GIS System, WhatInformation Do You Believe is AccessedMost Frequently?(Enter answers in chat window)
  • 26. 26Site Overlays Natural Disaster Risk AssessmentAdditional GIS Use ExamplesProvided by Cushman & Wakefield
  • 27. 27Labor Competitors Employment PlotsAdditional GIS Use ExamplesProvided by Cushman & Wakefield
  • 28. 28Recommended GIS Content on E.D.WebsitesExisting BuildingCritical Search (Property Filter) FieldsLocationMinimum & Maximum Square FeetMinimum Clear Height & Column SpacingSale, Lease, BothBuilding Type (i.e., Industrial, R&D, Commercial,etc.)Specialty Feature (i.e., Call Center, Clean Room,Cold Storage, Data Center, etc.)ZoningDocksRail ServedMax Distance to: Interstate, 4-Laned Highway,Commercial AirportPrevious UseLandCritical Search (Property Filter) FieldsLocationMinimum AcresMaximum AcresSite ZoningRail ProximityMax Distance to:- Interstate- 4-Laned Highway- Commercial AirportBrownfield or GreenfieldConfiguration & DimensionsAll Utilities On-SitePROPERTY SEARCH FILTERSProvided by Cushman & Wakefield
  • 29. 29Base Layer MenuCounty and City BoundaryStreetsAirport Runways , Noise Contours, Property LinesSubdivisionsZoning & Parcel BoundariesWater Features (e.g., rivers, ponds, marsh)Forest / Preserved AreasFlood PlainElevation (10 ft and 2 ft contours)Future Land UseColor Aerials Clearly Depicting EasementsRail (yards, spurs, main lines)Utilities (to the extent available)Recommended GIS Content on E.D.WebsitesPROPERTY SPECIFIC INFORMATIONProvided by Cushman & Wakefield
  • 30. 30How Economic Developers Can Help...
  • 31. 31General Website Essentials• The essentials of an economic development website should embrace the following:- Search engine appearance on key words. The most common phrases are:- [PLACE] Name- Economic development [PLACE]- Available sites/buildings [PLACE]- Site Selection [PLACE}- Easy for user to circumnavigate.- Designed for single customer as opposed to multiple (effectiveness for any one customer segment often diluted).- Site map (menu) reflecting the categories of information pertinent to location selection, such as:- Demographics, labor force, wages, training/education, major employers, new/expanding employers,downsized/closed employers, market proximity (regional map), transportation, utilities, environmental,taxes/incentives, establishing a business including permits, sites/buildings, quality-of-life.- “Contact Us” section with descriptive email, phone numbers and key staff.- Links to two “deep-dive” databases:- Location information that follows national data standards recommended by the International EconomicDevelopment Council (IEDC). Consists of 24 statistical tables, each devoted to a location factor category.Reported at the county and where appropriate MSA level.- Available site/building profiles with information recommended in the IEDC data standards.- Provide links to other appropriate sites (e.g., Labor Office).- For marketing purposes, be sure your site is linked to any agency promoting your area (e.g., tourism, chamber,newspaper, etc.).
  • 32. 32Top-Notch Websites EmbracingGISNorthern Kentucky:• Cincinnati Airport runway flight noise• http://arcims.boonecountygis.com/AirportBase/Greater Wichita Economic Development Coalition• “Location Scout” section• www.gwedc.org/index.phpJobs Ohio• www.jobs-ohio.comCharlotte Regional Partnership• charlotteusa.comMecklenburg County GIS:• maps.co.mecklenburg.nc.us/edgisKansas City Area Development Council• www.thinkkc.com/State of Colorado Department of Economic Development• www.advancecolorado.comSource: Boone County GISAlabama Power• www.amazingalabama.comCommerce Lexington Economic Development• www.locateinlexington.com
  • 33. 33Ashville, NC• Custom decision factors “heat map”• http://gis.ashevillenc.gov/mapasheville/priorityplaces/Top-NotchWebsites Embracing GIS
  • 34. 34Question:Based on This Presentation, What Are theOne or Two Things You Would ChangeAbout or Add to Your GIS System?(Enter answers in chat window)
  • 35. 35Q+A
  • 36. 36Announcing Atlas InSite, the Fastest GrowingGIS System for ED in the United States, now forany budgetFeatures:• Property Database• Business Database• Data Maps• Communities Maps• Demographic reportsPricing Configurations:• States and Large Regionswith existing websites• Smart Region/Smart CityWebsites• Small Cities and CountiesLatest Feature: IntegratedProspect Proposals using GISdata
  • 37. 37Thanks to the Tennessee Valley Authority, whorecently launched TVAsites.com, with AtlasInSite technologyFeatures:• Property Search• Updateable Heat Maps• National CommunityComparison• Bing Birdseye Imagery• Polygon Search• Map Overlays• All updateable by the TVA• Local InSite
  • 38. 38Offer to Webinar Attendees:Get a free comprehensive assessment from Atlas. This assessment will include:• If you currently have a GIS System, we will:– Review of your current GIS system relative to the benchmarks presented in thiswebinar– Provide suggestions to improve performance and overall system value• If you don’t currently have a GIS system, we will:– Review your website relative to content and features site selectors commonlyuse– Recommend ways to improve your website using various elements of GIStechnology.To receive an assessment, please chat “Assessment Please” into your chatwindow at any time in the presentation. We will follow up with you after thepresentation.
  • 39. 39Thank you and stay in touch!Atlas Advertising2601 Blake Street, Suite 301Denver, CO 80205Contact: Ben Wrightt: 303.292.3300 x 210benw@Atlas-Advertising.comwww.Atlas-Advertising.comLinkedIn Profile | LinkedIn GroupTwitter | Blog | SlidespaceCushman & WakefieldKeith GendreauConsulting ManagerGlobal Business Consultingkeith.gendreau@cushwake.com