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HomeMy WebLinkAboutCDN 2017-08-14 COMPLETE AGENDA PACKETCity of Tukwila Community Development & Neighborhoods Committee O Kathy Hougardy, Chair O Verna Seal O Kate Kruller MONDAY, AUGUST 14, 2017 — 5:30 PM HAZELNUT CONFERENCE ROOM (At east entrance of City Hall) Distribution: Recommended Action K. Hougardy Mayor Ekberg V. Seal D. Cline K. Kruller C. O'Flaherty D. Robertson L. Humphrey Item Recommended Action Page 1. PRESENTATIONS) 2. BUSINESS AGENDA a. Update on visitor marketing: Brand mark criteria and a. Committee input. Pg.1 review process. Brandon Miles, Business Relations Manager b. Briefing on formation of Tukwila Village community b. Forward to 8/28 C.O.W. Pg.7 organization. for discussion only. Derek Speck, Economic Development Administrator 3. ANNOUNCEMENTS 4. MISCELLANEOUS Next Scheduled Meeting: Monday, August 28, 2017 SThe City of Tukwila strives to accommodate individuals with disabilities. Please contact the City Clerk's Office at 206-433-1800(TukwilaCityClerk(&TukwilaWA.gov) for assistance. City of Tukwila Allan Ekberg, Mayor INFORMATIONAL MEMORANDUM TO: Community Development and Neighborhoods FROM: Brandon Miles, Business Relations Manager CC: Mayor Ekberg DATE: August 7, 2017 SUBJECT: Visitor Marketing, Brand Development: Brandmark Criteria and Review Process ISSUE Staff would like Committee input on the criteria and process process for review and approval of a brandmark to be used for the City's visitor branding efforts. A "brandmark" represents a branding decision in which a design element, such as a symbol, logo, distinct lettering, or character is used to provide visual recognition for a product. BACKGROUND Brief Overview of Process to Date In December of 2016, the City Council authorized the Mayor to sign an agreement with Bill Baker, with Total Destination Marketing, to assist the City in developing a completing brand for the Southcenter area of the City. This brand is targeted to people within 50 miles of the City who would visit for the day to shop, dine, and recreate, otherwise known as "day visitors. The overall goal of the project is to bring more visitors to the City and drive more revenue to area businesses. As we have gone through this branding process, we have also realized that our efforts to bring more day visitors to the City could also be beneficial in how the City positions itself for overnight guests. Great places to visit during the day are also great places to stay for the night. This branding project is funded primarily with proceeds from the City's lodging tax, which, under State Law, can only be used for tourism promotion. As part of the brand development process, City staff formed a Brand Advisory Committee (BAC) to assist in the development of the brand. The BAC includes stakeholders with experience in marketing and is being used as an advisory committee for staff and Mr. Baker to offer their local expertise and knowledge of the area as the City develops the brand, On May 22nd, following a recommendation from the BAC, the City Council supported a brand concept for Tukwila called, "Accessible Fun." As a reminder, a brand concept is the general idea or abstract meaning behind a brand. A brand concept is used to give consistency to a brand's identity. It can be described as the first thing the City wants to pop into potential visitor's head when they think of the City. A brand concept is for internal use only and will not be used as a tagline or slogan. Identifying the brand concept was an important part of the branding process and needed to be completed before the City could move to the creation of the brand visual identity (brandmark), INFORMATIONAL MEMO Page 2 Visual Identit The next important milestone in the branding process is the creation of the brand visual identity. The visual identity will consist of a brandmark, which will be used in a variety of ways, including print and digital ads, wayfinding signs, gateway signs into the Southcenter area of the City, and digitally. The brandmark is not intended to be used outside of the City's efforts for tourism', it will not replace logos and wordmarks used by other City Departments, nor will the wordmark replace the City seal. Exhibit "A" are examples of brandmarks in use by other municipalities throughout the world DISCUSSION Staff is proposing to bring to the City Council three proposed brandmarks for consideration by the City Council. Staff would like input from the Council on the criteria to be used in reviewing the proposed brandmarks. Based on their quantitative and qualitative research here in Tukwila, as well as their expertise, the following is the criteria proposed by Bill Baker and his team: 1. Best captures the Tukwila brand description? 2. The most attractive? 3. Represents a forward looking city? 4. Represents a multi -cultural community? 5. Represents a fun place? 6 Is contemporary and modem? 7. Is casual and relaxed? 8. Is welcoming and friendly? 9. Is appropriate for families? 10. Is appropriate for Millennials? 11. Is flexible for variety of marketing applications? 12. Is your preferred design? Staff is suggesting that Bill Baker present the proposed brandmarks to the City Council at its August 28th Committee of the Whole meeting. Prior to the briefing to the City Council, staff is proposing additional outreach to stakeholders for their input on the proposed brandmarks. The BAC reviewed the proposed brandmarks at its August 2" d meeting. Additionally, Mr. Baker is getting input from travel, marketing, and design professionals on the proposed brandmarks. I For overnight guests, outside of the area, the City partners with the cities of Des Moines and SeaTac under the -Seattle Southside" adrninistrated by Seattle Southside Regional Tourism Authority. Z:\Council Agenda ltemsNayofs OfficekBrandmark Review (Do not delete until Gctober)Oraft memo, c6tera and process, 2017.08.08,doc Brandmark Review Schedule Date Item Notes August 2nd through August Staff gets inputs from BAC 23`d and other stakeholders on proposed brandmarks. If needed, refinements are made before presentation of final drafts to the City Council. Outside expert review panel review. August 2811 Committee of the Whole Refer the brandmarks to meeting presentation by Bill Community Development and Baker and city staff. Neighborhoods (CDN), September 111'1 CDN review of brandmarks. Committee recommendation to the full Council. September 25t' Committee of the Whole Consensus on brandmark. review of CDN's recommendation. October 2nd Regular Council Motion adopting birandmark. Staff would like Committee input on the proposed criteria for evaluating the brandmark and process for review by the City Council. ATTACHMENTS Examples of brandmarks used by other municipalities. LCouncil Agenda lternsNayoes OfficekBrandmark Review (Do not delete until October)\Draft memo, critera and process, 2017.08.08.dcc 3 M DURHAM 01 Where great things happen CULL SHORES' SMALL TOWN, BIG BEACH ALBAN Albany County Convention & frLiIoJiN Bureau 14. treft112.-fw, OO ari balanced, by nature. ver An 6 Attg. rAidi ALuLt KOREA TOURISM ORGANIZATION q 41. 7g' Al cspf)ist ble ASTORIA WARRENTON a *VI • * *3, 8 • *„. *I** LA-*. *****1 Satint, Com.**** tor **** 8, Anttutt,* City of Tukwila Allan Ekberg, Mayor INFORMATIONAL MEMORANDUM TO: Community Development and Neighborhoods FROM: Derek Speck, Economic Development Administrator CC: Mayor Ekberg DATE: August 8, 2017 SUBJECT: Tukwila Village Community Organization Formation ISSUE Staff is seeking Council input on the formation of a non-profit organization to manage the community room, community kitchen, and plaza at Tukwila Village. BACKGROUND In 2012 the City and Tukwila Village Development Associates (developer) approved a Disposition and Development Agreement (DDA) that provided guidance for the development of Tukwila Village. Section 2.8 (F) of the DDA addresses the management and operation of the plaza and commons (community room and community kitchen). It provides that the developer, in cooperation with the City, shall form an independent, community based non-profit organization (community organization) that will manage, operate, maintain, and promote the use of the plaza and commons. It further indicates the developer and City shall agree upon a plan for the formation of the community organization including its initial mission, articles of incorporation, bylaws, composition of board and officer positions, and board member selection. The governing board of the community organization shall represent the interest of both the community at large and the private owners and tenants of Tukwila Village. DISCUSSION In July, the developer arranged financial commitments to complete Phase 1 and completed the purchase of the City's land for that phase. Additionally, construction of Phase 1 is well underway with the plaza and commons building scheduled for completion this fall. Given the recent progress, it is now time to form the community organization. The Senior Housing Assistance Group (SHAG) is a non-profit partner with the developer and is helping the developer with the formation of the community organization. Under direction of Executive Director Jay Woolford, SHAG has begun drafting the guiding documents with input from City staff, Mr. Woolford has experience forming and managing non -profits and is providing very useful guidance. In particular, he has explained the importance of a non-profit board comprising members who are committed to the organization's mission and vision and also bring organizational or fundraising skills and assets to the organization. Both parties would like the Council's input so we can ensure the community organization is successful and meets the needs of all stakeholders. Following are some draft concepts for the formation of the community organization: 7 INFORMATIONAL MEMO Page 2 OLqanization Name Sullivan Center at Tukwila Village Mission To foster Tukwila Village as a welcoming place where all residents can gather and connect with each other to support the health and happiness of the residents of Tukwila Village, the neighborhood, and the City of Tukwila. Vision The Sullivan Center's community room, community kitchen, and plaza will serve as a hub for celebrating the rich diversity of the area through inter -generational, multi -cultural, multi -racial activities accessible to residents and the neighboring community members of all financial means. Resources • A 40 year lease of the Sullivan Center's community room, community kitchen, and plaza at the cost of $1 per year. • Initial funding from the Tukwila Village developer of $50,000. • The ability to charge fees for the use of the facilities. • The ability to receive grants from outside agencies. Objigafions To manage, operate, maintain, and promote the use of the community room, community kitchen, and plaza to accomplish the mission in accord with the Conditions, Covenants, and Restrictions (CC&Rs). Board Member Categories • City • Corporate • Education • Healthcare • Inter -generational (older adult or youth) • Non-profit Board Member Priority Criteria • Company able to fund $5-10k annually • Ethnic representation • Inter -generational representation • Organization or person able to supply volunteers • Influencer: Someone able to bring along other funders Stakeholders Meeting It is important to recognize that a functional board will not be large enough to have seats for every person or organization who has an interest in how the community spaces are used at Tukwila Village. At the same time, it is important for the Board to stay aware of their mission to serve the entire community. One method to facilitate this will be a requirement in the bylaws regarding a stakeholder meeting. C:1Userskch6stykAppDatakLocahMicrosofftWindowsUNetCar,helContent.OutlooklaOONUULGLICommunily Organization Info Merw.doc 8 IAIYw*Wf rrATWS'NTMMMW Page 3 The bylaws will include a provision in which the organization invites stakeholders to an annual meeting. The meeting will be open to the public. The organization will provide a report on the types of activities, events, users, maintenance, and financial performance of the facilities. The stakeholders will have an opportunity to provide feedback on the performance, a description of unmet needs in the community and suggestions for the future. Some examples of stakeholders will include the Tukwila School District, Tukwila Library (King County Library System), HealthPoint, residents and businesses in Tukwila Village and the surrounding neighborhood and City. It is possible that some of the stakeholders may be represented by a member of the Board. Depending on Council's feedback, staff will continue to work with the developer and SHAG with the intention of completing the formation of the board during 2017. FINANCIAL IMPACT There is no significant financial or budgetary impact to the City for this item. The City is not committed to provide funding to the community organization. The formation work will require some staff time and legal review. RECOMMENDATION The Council is being asked to provide input at the Committee of the Whole meeting on August 28, 2017 regarding the draft concepts to form the community organization as outlined in this memo. It is not necessary for this item to move to a Regular Council meeting. ATTACHMENTS None C:iUsers\christy%ppData'kLoGallMicrosoftiWindows\lNetCacheContent.Out[DoklOONUULOLtCommunity Organization Into Merno,doc 9 10