2007 Strategic Operating Plan
A downtown business district is an important local industry providing significant payroll, jobs and tax base. This community asset needs to be managed for community benefit. Good management starts with a thorough knowledge of strengths, weaknesses and opportunities and an aggressive recruitment program. In 2007, the DDA will continue its’ efforts in improving and strengthening the central business district.
Strategic Goal 1
Develop a Recruitment Package and Recruit
To recruit businesses effectively an information or recruitment package is vitally important. This package is a tool to sell downtown to potential new business operators, property owners, commercial realtors, investors and developers. The recruitment package highlights key activities in the central business district and gives a prospect the reasons for investing downtown.
Downtown market opportunities should be made available to businesses (for expansions) and potential investors on a regular basis and in easy-to-use formats. The DDA will develop a recruitment package that is available in brochure form as well as available on a web-site. In addition, “bite-sized” formats including postcards and newsletters will be mailed to potential investors on a regular basis.
The Downtown Development Authority will communicate with downtown stakeholders, investors, developers, realtors, residents and other economic development arms to develop a qualified list of names and places where business recruitment opportunities exists.
In 2006, DDA completed demographic reports for downtown Augusta and a building inventory with private sector dollars. This information was made available on their website.
Activities for 2007 include site visits to neighboring cities, development of local entrepreneurship and expansion of “cottage” business in the community.
Strategic Goal 2
Establish a Business Improvement District (BID)
The Downtown Development Authority will continue its role as the sponsoring organization that is willing to undertake the work in establishing a BID. The DDA represents interests of property owners and tenants in the proposed district that have a vested interest in the long-term economic stability of the central business district.
There are over 1400 BIDs in the country and it is now well understood that establishing a BID is crucial to the successful revitalization of downtown Augusta.
The process of establishing a BID has three steps:
- Planning and Outreach (completed in 2006)
- Formal Approval
- Operation
The DDA will focus on formal approval and operation in 2007 which includes finalizing the BID management plan, test-marketing the plan door-to-door, finalizing a multi-year plan and budget, petition circulation, public hearings, and final commission action.
Timeline: August 2008
Strategic Goal 3
Self-Sustain Operating Funds for the Saturday Market on Broad
This is a critical year for the Saturday Market on Broad. With generous funding of $50,000 in 2005 and $27,000 in 2006 from the Commission, the SMOB must raise approximately $40,000 per year to sustain itself as public funding is no longer available.
The market began last year raising private dollars and did well. Private sponsor dollars in the amount of $8500 was raised; A “Friends” of the Market Campaign netted $2000; and in-kind sponsors contributed $10,500 for marketing expenses. These efforts must be continued and increased in significant magnitude for the market to self-sustain itself. This will be accomplished by raising vendor fees, raising $25,000 in corporate sponsors, selling market merchandise, further developing the “friends” campaign and possibly adding market days.
Timeline: Immediately and on-going.
Strategic Goal 4
Complete the 10th Street Demonstration Block Project
In 2006, the DDA put together a team of public/private partners to complete a model streetscape project on the west side of 10th street between Broad & Ellis St. To date, private partners have completed a survey, proposed rendering and preliminary budgets for the project. The project will include new street lamps, new sidewalks with brick pavers, street furniture, trees and landscaping for this highly visual and historic block that was the original home of Paine College.
This year DDA will identify all partners, finalize construction drawings and budgets and complete construction based on approval of the Richmond County Commission.
DDA hopes this project will serve as a stimulus to complete a block-by-block streetscape project for downtown with public/private partners.
Timeline: Fall 2007
Strategic Goal 5
Launch New Downtown Logo/Brand to the General Public
In December of 2006, DDA unveiled the new logo for downtown Augusta made possible by private/public partners. In 2007, DDA will look at various creative ways to launch the logo to residents and visitors.
This year DDA will obtain pricing for a banner program, billboard program, website re-design, logo usage program for local businesses and visitors, and recruitment package design; raise private dollars and apply for applicable grants to fund the launch; and identify a series of events such as a street fair where downtown businesses can participate.
Timeline: Ongoing
Strategic Goal 6
Submit a Recommended Parking Strategy to the Commission
Public Parking is one of downtown’s most important assets. The level of supply and pricing structure can impact the success of downtown business, influence potential developers’ and new businesses’ decisions to locate in downtown, impact the level of commuter vehicle traffic and provide a source of revenue to support development of future parking supply.
Carl Walker, Inc. completed a parking study for the Downtown Development Authority in April, 2005. The study was prompted by the ability of the existing parking system to support existing business and future development in the central business district. A review of existing parking management practices indicates that more effective and efficient strategies for public parking in downtown Augusta are needed.
In 2006, DDA completed site visits to Athens and Savannah who have put effective parking management strategies in place and prepared a plan that reflects the revenues and costs associated with implementing a parking management system.
This year DDA will prepare a recommended a parking strategy plan to the Richmond County Commission. This plan will include funding strategies including the issuing general obligation bonds to fund the project.
Timeline: Fall 2007
Strategic Goal 7
Define Business Opportunities For the 3rd Level Canal Revitalization
Implementation of a real estate strategy is an ongoing process. We need to place a high priority on mixed-use redevelopment that includes retail, professional office users and strongly encourage residential development in the 3rd Level Canal project boundaries.
This past year DDA played a lead role in the sale of the former Pension Property for the development of new residential condominiums. In 2007, DDA will look at similar opportunities for this historic district Laney Walker Neighborhood.
Timeline: Ongoing