Windsor Economic Development     Strategic Master PlanChrista Johnson and David Kelley, Town of Windsor            Mary Bo...
Project Purpose      Stimulate economic/business      development through creation      and implementation of a      roadm...
Windsor Strategic Planning Process                                         Economic                                       ...
Windsor Strategic Planning Phases              Phase 1 – Getting Organized:                 Review all existing plans, org...
Windsor’s Economic Development Goals             Retain and Attract Business             Expand Business Resources        ...
Economic Landscape            Industry Cluster Analysis            Retail Market Analysis            Economic & Business C...
Industry Cluster Analysis    Industrial Analysis Targets     • Agriculture, Food, Wine & Tourism Employment – 2.5 times na...
Industry Cluster Analysis    Windsor Resident Wages                                           RESIDENT EMPLOYMENT & WAGES ...
Industry Cluster Analysis   Tourism & Hospitality                                                                 Agricult...
Retail Market AnalysisWindsor Market Area  • Windsor  • Healdsburg  • Cloverdale  • Middletown  • Calistoga  • Forestville...
Retail Market AnalysisPopulationTown of Windsor• 2008: 25,669 persons in 8,585 households• 2013: 26,703 persons in        ...
Retail Market Analysis  Household Income                                                                                  ...
Retail Market AnalysisRetail Analysis – Leakage or Gap                                                     EXISTING RETAIL...
Retail Market AnalysisRetail Analysis – PotentialWindsor Retail Market Opportunities•Unique specialty                     ...
Economic & Business ClimateBusiness Climate Factors • Housing Affordability • Quality of Life Factors • Workforce & Educat...
Business OutlookWindsor Business Survey Results                               (38 responses) Reasons for Locating in Winds...
Business Outlook73% – Excellent or Good Place to Do Business Windsor Advantages • Sense of community & family- friendly at...
Business OutlookBusiness Survey Results Improving Windsor’s Business                  How do you rate your confidence Clim...
Economic Development Vision Statement        “In the year 2020 Windsor has quietly        distinguished itself as one of t...
Windsor’s Top Competitive Assets  Downtown Windsor                                                          Green Construc...
Windsor’s 7 Strategic Initiatives            Organizing for Success                  Retail Expansion            Green Con...
1. Organizing For Success                       Opportunities           Challenges                   Better exposure of   ...
1. Organizing For Success      1.1 Roles and Responsibilities         1.1.1 Build Consensus & Adopt Vision for Economic Su...
2. Green Construction & Services                     Opportunities               Challenges        Green practices demand ...
2. Green Construction & Services   2.1 Promote Local Green Building      2.1.1 Develop a Green Services Showcase Center   ...
3. Tourism Industry Expansion                    Opportunities             Challenges         Capitalize on Windsor as    ...
3. Tourism Industry Expansion     3.1 Family Destination Branding & Marketing        3.1.1 Brand Windsor as Sonoma’s Premi...
4. Wine and Culinary Expansion                    Opportunities             Challenges    Location in heart of Pinot Noir ...
4. Wine and Culinary Expansion     4.1 Collaboration & Marketing Connections        4.1.1 Organize a Half-Day Facilitated ...
5. Retail Expansion                  Opportunities             Challenges     Retail leakage; niches to fill         Defin...
5. Retail Expansion     5.1 Retail Expansion Program        5.1.1 Develop Targeted Business Recruitment Campaigns     5.2 ...
6. Downtown Development               Opportunities            Challenges          Completion of Loop            Retail Di...
6. Downtown Development   6.1 Create a Sustainable Organization      6.1.1 Implement Practices of a Main Street Program/Or...
7. Business Climate Expansion                Opportunities           Challenges        Streamline Permitting &         Lim...
7. Business Climate Expansion    7.1 Business Retention           7.1.1   Continue and Systematize Business Visitation    ...
7. Business Climate Expansion     7.4 Image & Positive Messaging        7.4.1 Improve Windsor’s Reputation as Business-Fri...
Windsor Economic Development     Strategic Master PlanChrista Johnson and David Kelley, Town of Windsor            Mary Bo...
Economic Development Strategic Plan Presentation
Economic Development Strategic Plan Presentation
Economic Development Strategic Plan Presentation
Economic Development Strategic Plan Presentation
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Economic Development Strategic Plan Presentation

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  • The purpose of the EDSP is to identify specific strategies and create a workplan to stimulate economic and business development by providing a roadmap for the formulation and implementation of a program that creates higher-skill, higher-wage jobs; raises income levels; diversifies the economy; and improves the quality of life, while protecting the environment
  • These come from General Plan
  • ESRI
  • Be sure to say WHY….?? …. The surplus….
  • Be prepared to answer Big Box and Discount….specialty….
  • Mention excerpt
  • Mention that the Community Leadership is throughout plan---many community partners…..
  • BID is…IN FLUX
  • Economic Development Strategic Plan Presentation

    1. 1. Windsor Economic Development Strategic Master PlanChrista Johnson and David Kelley, Town of Windsor Mary Bosch, Marketek, Inc. December 3, 2008
    2. 2. Project Purpose Stimulate economic/business development through creation and implementation of a roadmap to expand and diversify the economy and job base while improving quality of life and protecting the environmentWindsor Economic Development Strategic Plan Marketek, Inc. 2
    3. 3. Windsor Strategic Planning Process Economic Assessment Industry Public Input & Cluster Perceptions Analysis Visioning & Competitive Asset Assets Mapping Strategy & Action PlanWindsor Economic Development Strategic Plan Marketek, Inc. 3
    4. 4. Windsor Strategic Planning Phases Phase 1 – Getting Organized: Review all existing plans, organize ED Working Group, site visit, visioning & competitive assessment Phase 2 – Assessment of Current Conditions: 40 Interviews, business survey, site visit, retail & industrial analysis Phase 3 – Strategy Development & Implementation Plan: 5 Action planning meetings, 7 key initiatives, draft strategies & actionsWindsor Economic Development Strategic Plan Marketek, Inc. 4
    5. 5. Windsor’s Economic Development Goals Retain and Attract Business Expand Business Resources Provide Diverse Employment for Residents Accommodate Commercial & Industrial Expansion Reinforce the Old Downtown as Heart of Windsor Maintain and Enhance Windsor’s Quality of LifeWindsor Economic Development Strategic Plan Marketek, Inc. 5
    6. 6. Economic Landscape Industry Cluster Analysis Retail Market Analysis Economic & Business Climate Business OutlookWindsor Economic Development Strategic Plan Marketek, Inc. 6
    7. 7. Industry Cluster Analysis Industrial Analysis Targets • Agriculture, Food, Wine & Tourism Employment – 2.5 times national levels in Sonoma County • Technology Producing – semiconductors & electronic components, navigational instruments manufacturing, medical equipment & supplies JOBS & BUSINESSES BY INDUSTRY Town of Windsor 2006 Industry Employees Businesses The Sonoma Experience 379 21 Technology Producing 30 2 Construction & Green Services 980 116 Creative/Professional 207 35 Health/Wellness 15 1 Retail/Wholesale Trade 1747 70Windsor Economic Development Strategic Plan Marketek, Inc. 7
    8. 8. Industry Cluster Analysis Windsor Resident Wages RESIDENT EMPLOYMENT & WAGES Town of Windsor 2008 2008 Windsor Median Annual Occupation Employment Salary/Range Management, Business & Financial 14.7% $59,010 - $87,048 Professional 21.7% $33,654 - $90,813 Administrative Support 13.9% $34,050 Services 16.5% $18,616 - $43,992 Sales & Related 11.7% $28,766 Farming, Fishing & Forestry 1.2% $19,718 Construction & Extraction 7.4% $50,211 Installation, Maint. & Repair 3.5% $44,512 Production 4.8% $28,725 Transportation & Material Moving 4.6% $28,018 Total 100.0% $36,130Windsor Economic Development Strategic Plan Marketek, Inc. 8
    9. 9. Industry Cluster Analysis Tourism & Hospitality Agriculture Retail Sales WineWindsor Economic Development Strategic Plan Marketek, Inc. 9
    10. 10. Retail Market AnalysisWindsor Market Area • Windsor • Healdsburg • Cloverdale • Middletown • Calistoga • Forestville • GuernevilleWindsor Economic Development Strategic Plan Marketek, Inc. 10
    11. 11. Retail Market AnalysisPopulationTown of Windsor• 2008: 25,669 persons in 8,585 households• 2013: 26,703 persons in Average Annual Population Change, 1990 to 2013 8,923 households 9% 8% 7%Retail Market Area 6% 5%• 2008: 113,735 persons 4% in 42,024 households 3% 2%• 2013: 117,621 persons 1% in 43,489 households 0% Town of Windsor Retail Market Area Sonoma County 1990-2000 Av g. Ann. Change 2000-2008 Av g. Ann. Change 2008-2013 Av g. Ann. ChangeWindsor Economic Development Strategic Plan Marketek, Inc. 11
    12. 12. Retail Market Analysis Household Income Median Income • Town of Windsor: Household Income Distribution, Town of Windsor & Retail Market Area, 2008 $79,67440% • Retail Market Area: $67,97830% • Sonoma County: $68,96220% Trends10% • More high income0% households in Windsor Less than $25,000 to $50,000 to $100,000 to $150,000 to $200,000 or than Retail Market Area $25,000 $49,999 $99,999 $149,999 $199,999 more and Sonoma County Town of Windsor Retail Market Area Windsor Economic Development Strategic Plan Marketek, Inc. 12
    13. 13. Retail Market AnalysisRetail Analysis – Leakage or Gap EXISTING RETAIL BALANCE Windsor Retail Market Area 2008 Demand Supply Difference NAICS (Potential) (Sales) (Leakage/Surplus) Windsor Retail Market Area 442: Furniture & Home Furnishings Stores $54,159,668 $28,192,888 $25,966,780 443: Electronics & Appliance Stores $39,662,239 $18,207,800 $21,454,439 444: Building Materials, Garden Equip. & Supply Stores $55,867,950 $54,496,077 $1,371,873 445: Food & Beverage Stores $296,352,981 $353,880,934 -$57,527,953 446: Health & Personal Care Stores $57,086,219 $41,290,184 $15,796,035 448: Clothing & Clothing Accessories Stores $73,294,564 $33,715,963 $39,578,601 451: Sporting Goods, Hobby, Book & Music Stores $23,614,865 $64,418,521 -$40,803,656 452: General Merchandise Stores $119,267,848 $64,982,399 $54,285,449 453: Miscellaneous Store Retailers (florist, office supplies, gift stores, etc.) $28,057,162 $23,200,721 $4,856,441 722: Food Services & Drinking Places $198,799,425 $154,017,563 $44,781,862 Total Leakage $208,091,480 Estimated Supportable Square Footage 924,823Windsor Economic Development Strategic Plan Marketek, Inc. 13
    14. 14. Retail Market AnalysisRetail Analysis – PotentialWindsor Retail Market Opportunities•Unique specialty POTENTIAL SUPPORTABLE RETAIL SPACE Windsor Retail Market Area 2008-2018•Discount Merchandise/Service Total New•Big Box Category Supportable Space (SF) Shoppers Goods 848,003Potential Supportable New Space Convenience Goods 111,154(Retail Market Area) Restaurants 220,112• 924,823 SF based on existing Entertainment 18,294demand Personal Services 22,709• 295,448 SF based on futuredemand Total 1,220,272 Windsor Economic Development Strategic Plan Marketek, Inc. 14
    15. 15. Economic & Business ClimateBusiness Climate Factors • Housing Affordability • Quality of Life Factors • Workforce & Education • Available Space • Commute Time • Business Support Resources • Image & Reputation Windsor Economic Development Strategic Plan Marketek, Inc. 15
    16. 16. Business OutlookWindsor Business Survey Results (38 responses) Reasons for Locating in Windsor Recent Business Levels • Hometown • Steady business - 15 • Demographics & growth • Moderate expansion - 10 • Sense of community • Declining business - 10 How would you characterize your recent business activity level? Rapid growth Moderate growth Steady Declining 0 2 4 6 8 10 12 14 16 Number of Responses Windsor Economic Development Strategic Plan Marketek, Inc. 16
    17. 17. Business Outlook73% – Excellent or Good Place to Do Business Windsor Advantages • Sense of community & family- friendly atmosphere • Business environment & resources • Location & accessibility Windsor Disadvantages • Lack of marketing • Competition with Santa Rosa • “No growth” attitude Windsor Economic Development Strategic Plan Marketek, Inc. 17
    18. 18. Business OutlookBusiness Survey Results Improving Windsor’s Business How do you rate your confidence Climate in Windsor’s economic future? • Reduce restrictions on businesses • Increase nightlife at Town Green Dont know 11% • Better marketing High 29% Low • Business mix – attract local 18% residents & tourists Confidence in Windsor • Moderately confident – 12 Mod- erate • Highly confident – 8 42% • Low confidence – 5 Windsor Economic Development Strategic Plan Marketek, Inc. 18
    19. 19. Economic Development Vision Statement “In the year 2020 Windsor has quietly distinguished itself as one of the most livable communities in the Western United States. Windsor’s success is the direct result of its ability to take advantage of its location in the heart of wine country without relinquishing its identity as a wonderful place to raise families and enjoy a sense of genuine community…”Windsor Economic Development Strategic Plan Marketek, Inc. 19
    20. 20. Windsor’s Top Competitive Assets Downtown Windsor Green Construction and Services Retail Development Agriculture, Food & Wine Community Tourism Leadership + Business Climate = Windsor’s 7 Strategic InitiativesWindsor Economic Development Strategic Plan Marketek, Inc. 20
    21. 21. Windsor’s 7 Strategic Initiatives Organizing for Success Retail Expansion Green Construction & Downtown Development Services Tourism Industry Business Climate Expansion Expansion Wine & Culinary ExpansionWindsor Economic Development Strategic Plan Marketek, Inc. 21
    22. 22. 1. Organizing For Success Opportunities Challenges Better exposure of Improved clarity on resources & incentives econ dev responsibilities Excellent partners Limited visibility Untapped local talent Potential community divide “We all take pride in living and working here. Let’s work to engage more of the local businesses and residents… More community-bonding is needed.” Windsor Business OwnerWindsor Economic Development Master Plan Marketek, Inc.WindsorEconomic Development Strategic Plan Marketek, Inc. 22
    23. 23. 1. Organizing For Success 1.1 Roles and Responsibilities 1.1.1 Build Consensus & Adopt Vision for Economic Success 1.1.2 Create Economic Develop. Dept. Organization Chart 1.1.3 Expand Staff Assistance 1.1.4 Create Internal Business Solutions Team 1.1.5 Monitor and Measure Progress on the EDSP 1.2 External Visibility & Collaboration 1.2.1 Communicate Who is in Charge of Economic Development 1.2.2 Promote the Economic Development Strategic Plan 1.2.3 Increase Visibility in Sonoma County Initiatives 1.3 Broaden Leadership Base 1.3.1 Pursue a Community Leadership ProgramWindsor Economic Development Master Plan Marketek, Inc.WindsorEconomic Development Strategic Plan Marketek, Inc. 23
    24. 24. 2. Green Construction & Services Opportunities Challenges Green practices demand Green industry fast changing, ‘green’ installers multi-faceted Sonoma County high Stiff competition visibility in this niche Mandatory Green Building Shiloh Sustainable Village Standards add to project costs High fuel costs inc’d Strict ordinance impact market for green contractors/homeowners Windsor Economic Development Strategic Plan Marketek, Inc. 24
    25. 25. 2. Green Construction & Services 2.1 Promote Local Green Building 2.1.1 Develop a Green Services Showcase Center 2.1.2 Research a Permanent/Larger Sustainability Complex 2.1.3 Update Website to Highlight Green Services/Activities 2.1.4 Support/Promote Sustainable Demonstration Projects 2.2 Green Incentives 2.2.1 Develop and Actively Market Green Incentives 2.3 Green Building Industry Cluster 2.3.1 Create a Green Building and Services Cluster Group Windsor Economic Development Strategic Plan Marketek, Inc. 25
    26. 26. 3. Tourism Industry Expansion Opportunities Challenges Capitalize on Windsor as Wayfinding signage overnight, family Competition destination Increase and package family Capitalize on wine industry activities Promote central location Better promote and link local Boutique hotel assets SMART rail line Windsor Economic Development Strategic Plan Marketek, Inc. 26
    27. 27. 3. Tourism Industry Expansion 3.1 Family Destination Branding & Marketing 3.1.1 Brand Windsor as Sonoma’s Premier Family Destination 3.2 Visitor Infrastructure 3.2.1 Create a Windsor Tourism Team 3.2.2 Physical Improvements to Support Tourism Expansion 3.3 Attract Family Venues 3.3.1 Pursue Location of Children’s Museum in Windsor 3.3.2 Develop a Destination Playground 3.4 Boutique Hotel 3.4.1 Conduct Feasibility Study For Boutique Hotel 3.5 Meeting Space Venues 3.5.1 Evaluate Potential for Add’l Meeting Space 3.6 Tourism & Youth 3.6.1 Involve Youth in Tourism Windsor Economic Development Strategic Plan Marketek, Inc. 27
    28. 28. 4. Wine and Culinary Expansion Opportunities Challenges Location in heart of Pinot Noir Put Windsor on wine/culinary map Events, tasting rooms, cross- marketing Well organized effort; incentives Encourage youth involvement in food industry Results will take time Year-round farmer’s market Leverage existing culinary assets to create new collaborations Windsor Economic Development Strategic Plan Marketek, Inc. 28
    29. 29. 4. Wine and Culinary Expansion 4.1 Collaboration & Marketing Connections 4.1.1 Organize a Half-Day Facilitated Winemaker Forum 4.1.2 Explore Formation of Windsor Wine & Food Association 4.1.3 Organize a Get Close to Your Food Tour/Camp 4.2 Organize a Signature Windsor Event 4.2.1 Develop an Event Master Plan 4.2.2 Implement Plan for Inaugural Event in Fall 2009 4.3 Culinary Center 4.3.1 Explore Culinary Collaborative and Other Partnerships 4.4 Connect to Other Initiatives Windsor Economic Development Strategic Plan Marketek, Inc. 29
    30. 30. 5. Retail Expansion Opportunities Challenges Retail leakage; niches to fill Define community desires (chain vs. independents; Target prospects to business types) locations-business clustering Population growth limits retail growth Small flexible retail space Need retail recruitment protocol Youth entrepreneurship & business incubation Hispanic consumers shopping out of town Windsor Economic Development Strategic Plan Marketek, Inc. 30
    31. 31. 5. Retail Expansion 5.1 Retail Expansion Program 5.1.1 Develop Targeted Business Recruitment Campaigns 5.2 Commercial Property Inventory 5.2.1 Identify/Inventory Developable Commercial Properties 5.3 Retail Strategy 5.3.1 Develop Market Position/Strategy for Commercial Areas 5.4 Retail Retention & Expansion 5.4.1 Help Existing Business Succeed and Thrive 5.4.2 Encourage Local Retail Start-Ups 5.5 Local Shopper Attraction 5.5.1 Create Shop Local Campaign w/ 6 Mo. Activity Schedule 5.5.2 Develop Survey of Shopping Preferences Windsor Economic Development Strategic Plan Marketek, Inc. 31
    32. 32. 6. Downtown Development Opportunities Challenges Completion of Loop Retail Diversity Needed Prime Development Sites Consensus Needed on Marketing Plan Multi-purpose Center Signage SMART rail line High Vacancies Available space Business Clustering Needed Windsor Economic Development Strategic Plan Marketek, Inc. 32
    33. 33. 6. Downtown Development 6.1 Create a Sustainable Organization 6.1.1 Implement Practices of a Main Street Program/Org. 6.2 Coordinated Marketing & Promotion 6.2.1 Create Coordinated & Comprehensive Marketing Plan 6.3 Business Attraction Campaigns 6.3.1 Develop Business Attraction Campaigns 6.4 Retail Leasing Strategy 6.4.1 Match Business Prospects to Vacant Properties 6.5 Expand Employment Base 6.5.1 Attract Mid-Size Office Users as Employment Anchors 6.6 Loop Completion & Development Strategy 6.6.1 Create Plan for the Loop and Top Infill Sites 6.7 Multi-Use/Multi-Purpose Center 6.7.1 Conduct Market and Site Feasibility Analysis Windsor Economic Development Strategic Plan Marketek, Inc. 33
    34. 34. 7. Business Climate Expansion Opportunities Challenges Streamline Permitting & Limited Inventory of Ready- Development Procedures to-Go Industrial Land Address Town’s No Growth Locating Higher Wage, Image Higher Employee/Acre Cos. Focused Industrial Retain & Expand Strategy/Policy Local Businesses Business License Program Perception of Business-Unfriendly Windsor Economic Development Strategic Plan Marketek, Inc. 34
    35. 35. 7. Business Climate Expansion 7.1 Business Retention 7.1.1 Continue and Systematize Business Visitation Program 7.2 Industrial Property Availability 7.2.1 Identify and Maintain Industrial Job Creation Sites 7.2.2 Expand Industrial Land near Conde Lane & Shiloh Road 7.2.3 Prepare Electronic Property Information Sheets 7.3 Industrial Jobs Growth 7.3.1 Create Policy Encouraging Min. Jobs per Sq. Ft. 7.3.2 Target Developer for Job-Intensive Industrial Park 7.3.3 Monitor Industrial Location Project Leads/RFPs 7.3.4 Promote Windsor as Family Friendly & Business Ready 7.3.5 Create Email Outreach Program to Industrial Brokers Windsor Economic Development Strategic Plan Marketek, Inc. 35
    36. 36. 7. Business Climate Expansion 7.4 Image & Positive Messaging 7.4.1 Improve Windsor’s Reputation as Business-Friendly 7.4.2 Train Staff to Work with Businesses 7.4.3 Expand Why Windsor? Section of Econ Dev. Website 7.5 Quality of Life 7.5.1 Invest in Assets and Amenities 7.5.2 Host Sustainable Development Speaker Series Windsor Economic Development Strategic Plan Marketek, Inc. 36
    37. 37. Windsor Economic Development Strategic Master PlanChrista Johnson and David Kelley, Town of Windsor Mary Bosch, Marketek, Inc. December 3, 2008

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