2. Purpose:
The purpose of this project has been to empirically identify the
current needs of Marana businesses by conducting surveys with
each participating business. This project was designed to initiate
and maintain a dialogue among the Town of Marana, the Marana
Chamber of Commerce, and local businesses. The ultimate goal
of this project is to gather information leading to better business
retention and a sustained economy for the Marana area.
Business retention is an important area of focus for the Chamber
and the Town of Marana, specificallythe updated 2012 Strategic
Plan. The Business Walk Project was designed to highlight key
points of the plan’s Commerce Center Focus Area, which is to
“identify resources and strategies that support the retention of
existing businesses.” The Marana Chamber of Commerce views
the Business Walk Project as an important vehicle to strengthen
and sustain a dialogue between the business owners and the
Town of Marana.
3. Project Description: Methodology
Business Walk surveys were administered door-to-door to local businesses by teams
consisting of one town member and one chamber member. In total, the teams visited more
than 800 businesses. Types of businesses surveyed were, but not limited to: motels and
restaurants, health care, retail trade, manufacturing, churches, professional and technical
services. Each business owner was asked three questions:
1) How is business?
2) What do you like about doing business in this area?
3) What should be done to improve business?
The design of the project allowed one team member to ask the questions while the other
team member recorded responses. The survey questions were created to address three topics:
current business climate, pros of the area, and improvements needed to the area. Responses
were then quantified and analyzed to reveal points of interest for further investigation for the
Town of Marana and the Marana Chamber.
The geographic scope of the Marana was broken down into zones influenced by
arterial roads, major corridors and shopping complexes. Types of businesses surveyed
included: accommodation and food services, health care, retail trade, manufacturing,
professional and technical services.
Walk I- March 21, 2012: Consisted of seventeen zones, comprised of 380 businesses along
Westbound and Eastbound Ina Road including parts of Thornydale, River Road, West Costco
Drive, Travel Center Drive, Orange Grove Road, and Camino Martin.
Walk II- May 30, 2012: Consisted of nines zones located along Eastbound I-10 Frontage
Road, Westbound and Eastbound Cortaro Road, Northbound and Southbound Silverbell
Road including parts of Wade Road, Twin Peaks, and Coachline Drive.
Walk III- September 12. 2012- Consisted of eight zones located along Tangerine Road
including parts of Dove Mountain Blvd., and Thronydale Road, Avra Valley, Marana
Regional Airport, and businesses of North Marana (ie. Sandario Road, Moore Road, Sanders
Road and Luckett Road).
4. Insights and Findings:
Question 2:
Question two was designed
to identify key attributes
that business owners liked
regarding doing business in
the Marana area.
Top Themes: Walk I Walk II Walk III
Location 157 Location 64 Location 41
Customers 78 Safety Security 42 Community 29
Safety/Security 63 Community 37 Customers 28
Community 55 Customers 35 Safety Security 15
6. Question 3:
Question three asked
participants to identify
areas to improve business.
The term ‘no comment’
was selected when
participants responded
that no changes were to be
made.
Top
Themes:
Walk I Walk II Walk III
No Comment 62 No Comment 20 No Comment 16
Other 61 Signage 18 Other 14
Signage 50 Marketing 12 Signage 11
Economy 47 Economy 9 Vacant Store Fronts 10
Marketing 43 Road Improvements 9 Economy 8
Business Sectors Interviewed
Industry Walk I Walk II Walk III Total
Construction/ Contracting 23 5 15 43
Hotel 3 3 - 6
Manufacture 1 6 3 10
Massage 1 2 - 3
Real Estate 6 3 6 15
Recreation 2 4 2 8
Restaurant/Bar 44 31 11 86
Retail Sales 99 28 18 145
Service 141 92 39 272
Veterinary - 2 1 3
Not Specified 65 58 37 160
Total 385 234 132 751
7. Outcomes:
I. Follow-up Meetings
After reviewing the results of the project, the Marana Chamber organized meetings with key
stakeholders to discuss the insights and results of the project.
Using the comments collected from Walks 1 and 2, a meeting was organized among Marana
Chamber, the Economic Development Committee and Northwest Fire District. The purpose of this
meeting was to address the concerns regarding the fire department and business community. From this
discussion it became apparent that many of the business community’s frustration stems from the lack of
understanding regarding the function of a Certificate of Occupancy, moreover business operators lack
an understanding, specificallyof the importance regarding fire inspections and which International Fire
Code edition to follow.
Key meetings were held with Town of Marana’s Planning, and Economic Development Department,
and the Business Development Center to discuss strategies to address the issues mentioned from the
survey comments. The purpose of these meetings was to create a holistic action plan between the Town
of Marana and Chamber of Commerce.
II. Follow-up Comments
The purpose of follow-up contact is to identify possible solutions and get back to participants with
individualized responses. Businesses received phone calls from the Business Development Center.
Qualitative analysis of business responses revealed common themes such as: Permits and Signage,
Economic Development, and Business Development. Many of the conversations were explanations of
permitting processes. Comments from each Business Walk phase received a follow-up. It is important to
note that Business Walk III participants produced the fewest follow-up responses.
III. Marana Land Development Code: Title 16 Signs
Signage was a top response regarding what should be improved in Marana.
Participants reported issues with the permitting process and restrictions. Business owners specifically
mentioned the need to visit the municipal complex for the renewal process. Participants mentioned their
need for more signage to increase business traffic. The Planning Department and Chamber of Commerce
worked with the business community to identify specific needs and signage preference.
8. Moving Forward:
The information collected from the Business Walk produced valuable insights, which has
ultimately produced a tool for which we can gauge the attitudes and sentiments of Marana’s
business community. Moreover, the information collected from the surveys can be utilized to
create holistic strategies for business retention and attraction for the Marana area. This can be
done by continuing to focus on the key topics identified by survey responses.
The mission for the Marana Chamber of Commerce is to be the voice of business that
works to build economic growth and quality of life in our community. These endeavors
include:
· Expanding and modifying the Business Walk Project to address the 450 Home-Based
Businesses in the Marana area.
· Continuing to maintain the Business Walk database consisting of contact information
for the businesses in Marana. This can be used for future surveys and follow-up
questions.
· Continuing to initiate and maintain a dialogue among the Town of Marana, the
Marana Chamber of Commerce, and local businesses to address any communication
disconnections.
Summary:
The goal of Marana Chamber of Commerce in this project was to produce a body of work
that discusses commerce and economic development in Marana. Moreover, to continue to
identify resources and strategies that supports the retention of existing businesses.
9. Acknowledgments
The Marana Chamber of Commerce expresses their gratitude and
appreciation to the Town of Marana and Chamber of Commerce volunteers,
and to the participants of the Business Walk Project. Working together allows
us to build a cohesive community and a sustainable economy.
Cover Page Images:
Blank, Otis. (2012, June 8). Marana chamber ‘steals’Business
Walk idea to retain business. Inside Tucson Business. Retrieved
from http://www.insidetucsonbusiness.com/.
