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Ellensburg Downtown Association Work Plan 2007

Our Mission

“To maintain and enhance an attractive, economically viable, vibrant downtown.”

Our Vision for Downtown Ellensburg in 2010

It is the year 2010. Downtown Ellensburg is a regional destination for shopping, dining, social activities, and professional and civic services. Local residents, students from Central Washington University, Suncadia owners, and other visitors to the area are drawn to Downtown’s unique shops, restaurants and events.

Buildings in Downtown Ellensburg are occupied with successful, profitable businesses and organizations. Upper stories of buildings are filled with residential dwellings and office spaces. Business recruitment efforts are highly targeted and coordinated with the City, Chamber of Commerce, and Economic Development Council. Existing and new businesses can access market data and local mentors through the EDA. Property owners can access resources for capital improvements such as façade improvements.

Design and parking enhancements have been completed to make Downtown more comfortable and convenient for its customers. Gateways and design elements clearly define the Downtown district. A wayfinding system and entry corridor improvements guide customers to, around and through Downtown. Downtown has a clear image, and effective promotions draw target customers from throughout the region. Businesses have adjusted their hours to reflect market needs. Fun events and activities draw people Downtown.

The Ellensburg Downtown Association, a Washington Main Street program, is financially self-sufficient with broad-based participation from Downtown businesses and property owners, and financial support from public and private partners. EDA is recognized and respected as the primary resource and advocate for Downtown, and is viewed as an important player at the table of community leadership and issues. EDA committees are active, productive, and self-sufficient in implementing projects. The EDA Board and committee members engage in regular Main Street training, strategic planning, and other organizational development efforts.

EDA Organization Structure

Board of Directors: 12 Board Members; role is EDA Strategy, Policy, Budget, Personnel; approval of
organization/committee budgets and overall Work Plan

Executive Committee: President, Vice President, Secretary, Treasurer; role is direct oversight of
Executive Director and organization operations

Executive Director: role is organization management, “air traffic controller” assisting committees,
providing member support, public relations, etc.

Committees: Economic Restructuring, Promotion, Design, Organization; role is development of
annual Work Plans with program priorities, budget requests, implementation of
Work Plan elements

Members: role is participation, cooperation, feedback, funding support

Goal B1: Raise the profile of the EDA as the lead advocate for Downtown, and as a key
player in City leadership.

Action B1.1: Clarify roles between EDA, Downtown Task Force, Economic Development
Council, Chamber of Commerce, and DRC develop performance.

1.1b. Schedule a meeting with organization directors and chairs to discuss and clarify roles.

Action B1.2: Publicize EDA’s role, work plan, etc. to members and stakeholders.

Action B2.1: Review Organization Committee recommendations regarding EDA dues structure, membership benefits, and incentives, and revise if appropriate.

Action B2.2: Review and approve Organization Committee design and budget for a brochure outlining member benefits.

Action B2.3: Increase membership by conducting a Membership Drive planned by the Organization Committee, such as a “New Year’s Resolution of Support” campaign.

Action B2.4: Seek County involvement and support for EDA from “distressed county” fund to use for Downtown projects. Fund contains approximately $200,000 per year, and is available for public works types of projects.

Action B2.5: Pursue funding for Downtown from sales tax (regional retail mitigation).

Action B2.6: Develop a funding plan and budget for the Ellensburg Downtown Association, based on
the annual Work Plan.

Action B2.7: Create a gala EDA annual fundraising event, including food and beverages, located in
the Downtown area. Target people with financial resources and involve all businesses.

Action B2.8: Ensure that existing funding partners are satisfied by providing timely reports with
monitored results.

Action B2.9: Seek to ensure that Downtown business and property owners contribute at least
one-third of EDA’s annual operating budget. If voluntary memberships do not meet
that goal, work with the Organization Committee to evaluate the possibility of a
Business Improvement District (BID) assessment.

Goal B3: EDA operates effectively and efficiently with good management and administrative procedures.

Action B3.2: Review and monitor progress on the Work Plan. Monitor financial statements (budget vs. actual income and expenses). Adjust as necessary.

Action B3.3: Develop an EDA Personnel Policy. Create a task force to draft the policy for Board review and approval (examples available from National Main Street Center).

Action B3.4: Review bylaws recommendations from Organization Committee, propose bylaw changes for vote, including clarification regarding conflicts of interest.

Action B3.5: Develop Board and Committee job descriptions and expectations; create volunteer contracts (examples available from National Main Street Center). Obtain Board handbooks from National Main Street Center.

Action B3.6: Solicit Committee self-evaluations for 2007, and work plans and budget requests for 2008.

Action B3.8: Conduct annual Board Retreat to evaluate organization and staff performance, reviewing Board and Committee accomplishments vs. Work Plan, and actual income and expenses vs. budget. Update Work Plan for 2008; set budget and allocate funds.

GOAL O1: Help develop and sustain a well-managed, stakeholder-driven organization.

Action O1.1: Develop Funding Plan recommendations for the Board with a goal of $200,000 in 2007, and $250,000 in 2008. Present to the Board in Q1 2007.

Action O1.2: Brainstorm a list of funding sources and prioritize that list at November meeting.

Action O1.3: Review the EDA bylaws, and make recommendations for changes (including clarification of conflict of interest policy) to Board of Directors.

Action O1.4: Review the EDA dues structure, identify potential member incentives, and make recommendations to the Board for review/approval. Consider a tiered membership with marketing costs.

Action O1.5: Develop a concept design, text, and budget for a brochure outlining EDA member benefits.

Action O1.6: Plan and conduct an EDA membership drive (i.e., a one-day “blitz” drive, or a “New Year’s Resolution of Support” campaign). Consider incentives for existing members to recruit new members.

Action O1.7: Assist Board development and education with orientation, handbooks, workshops, etc. Formalize a Board of Directors notebook with organization policies, procedures, bylaws, Board and member contact lists, etc.

Action O1.9: Review and recommend enhancements to the EDA web site and newsletter.

Action O1.10: Plan and conduct an EDA Annual Membership Meeting, include awards for EDA volunteers.

Goal O2: Ensure that Downtown’s interests are well represented the City’s Comprehensive Plan.

Action O2.1: Identify and bring together all elements in the Comp Plan that discuss Downtown.

Action O2.2: Identify a plan for mitigation of impacts from regional retail for the Downtown area. Present recommendations for mitigation to the City Council.

GOAL P1: Promote Downtown Ellensburg as the business, artistic, and social center of the community.

Action P1.1: Conduct a public/consumer survey regarding perceptions of Downtown Ellensburg.

Action P1.2: Conduct an online survey of Downtown business and property owners to obtain feedback regarding marketing priorities and targets, and to establish benchmarks for measurement of the success of marketing efforts.

Action P1.3: Develop an EDA marketing plan, including targets, media plan, budget, etc. Identify goals and overall vision for the Downtown in terms of appropriate marketing. Identify target markets, write a specific plan addressing all necessary elements. Include strategies to create an awareness for local shoppers as to availability of products and services in downtown Ellensburg, and reasons why they should support downtown businesses. Distribute the Marketing Plan to EDA members and stakeholders.

Action P1.5: Assist Downtown businesses to take better advantage of customers during events. Design appropriate retail promotions around key events for the entire downtown.

Action P1.6: Establish new retail promotions; list existing and new retail events on a Calendar of Events.

Action P1.7: Develop ways to draw visitors into Downtown from Interstate 90, such as signs to Downtown Historic Shopping District, a 1610 AM radio signal (cooperative effort with local radio station), billboards, etc.

Action P1.8: Establish benchmarks and tracking methods to measure the results of Downtown marketing efforts, and report results of marketing efforts to EDA members:

§ Increased awareness among local shoppers regarding what is available in downtown Ellensburg, and why they should support businesses located there

GOAL E1: To be a resource for business and property owners to strengthen and broaden the economic base of Downtown Ellensburg.

Action E1.1: Complete an inventory of Downtown businesses and properties. Gather core property data, develop an online electronic database of Downtown businesses using NAICS codes.

Action E1.2: Host a property owner meeting to identify key issues. Identify property owners and develop a contact list. Send invitations and gather input re. barriers to development, perceptions of Downtown, etc.

Action E1.3: Complete a comprehensive market analysis for the Downtown core to provide valuable information for future decision-making.

Action E1.5: Develop a proactive business recruitment and retention process to enhance goods and services available Downtown. Identify and inventory vacant store fronts and Downtown business opportunities. Begin to recruit businesses.

Action E1.6: Create a Parking subcommittee to provide recommendations for a transit and parking plan.

Action E1.7: Measure progress toward achieving ER Committee objectives and overall success of Main Street program:

Goal D1: Encourage effective visual merchandising and appropriate design compatible with artistic and historic features.

Action D1.1: Educate business and property owners about design and market-driven design enhancements, and about existing funding sources that property owners can access for capital improvements.

Action D1.3: Continue to improve the pedestrian and bike “friendliness” of Downtown to make it easier for walkers and peddlers.

Action D1.4: Assist business owners with graffiti removal and vandalism deterrence.

Action D1.6: Work on gateways and design elements to clearly define the Downtown district.

Action D1.7: Assist in development of a wayfinding system and corridor enhancements that guide customers around and through the downtown.