What do we suggest? Herndon Economic Development Strategy: Town Council April 5, 2011 Miles Friedman & Partners

What Did we Find and What Does It Mean? Findings That Informed the Strategic Planning Process/Based Upon What These Sources Had to Say Findings That Informed the Strategic Planning Process/Based Upon What These Sources Had to Say Tour of Town Tour of Town Staff Discussion Staff Discussion Twenty Interviews with Business Leaders Twenty Interviews with Business Leaders Focus Group with Community Stakeholders Focus Group with Community Stakeholders Four Task Force Meetings Four Task Force Meetings Internet Research Internet Research National Experience National Experience 4/5/11 Herndon Economic Development Strategy/Town Council

Commitment to Economic Development? Level One: Hire a half time Senior Level, Economic Development Rep. Cost: $50-60K+ benefits. Level One: Hire a half time Senior Level, Economic Development Rep. Cost: $50-60K+ benefits. Level Two: Hire a full time, Mid-level or Senior Level Economic Development Rep. Cost: $90-110K + benefits Level Two: Hire a full time, Mid-level or Senior Level Economic Development Rep. Cost: $90-110K + benefits Level Three: Hire a Senior Economic Development Consultant on a fixed price contract. Cost = $50-75K, no benefits. Level Three: Hire a Senior Economic Development Consultant on a fixed price contract. Cost = $50-75K, no benefits. OPPORTUNITY: If the Town can commit to an ongoing ED presence, it will get the attention of the business community and jump start implementation of the strategy. Many simply want a single point of contact with responsibility for economic development. Suggestion: Hire an Economic Development Person OPPORTUNITY: If the Town can commit to an ongoing ED presence, it will get the attention of the business community and jump start implementation of the strategy. Many simply want a single point of contact with responsibility for economic development. Suggestion: Hire an Economic Development Person 4/5/11 Herndon Economic Development Strategy/Town Council

The Economic Development Representative Launch business visitation program with protocols for follow up Launch business visitation program with protocols for follow up Engage and communicate more regularly and effectively with partners (FCEDA; Visit Fairfax; chambers) Engage and communicate more regularly and effectively with partners (FCEDA; Visit Fairfax; chambers) Expand overall ongoing communication with existing businesses (with Town PIO) to include newsletter, planned events Expand overall ongoing communication with existing businesses (with Town PIO) to include newsletter, planned events Review and summarize Town processes and serve as guide to businesses through these processes Review and summarize Town processes and serve as guide to businesses through these processes It is important that the new ED Person be able to “hit the ground running.” While this person will have a wide range of capabilities, there are items that will need to be tackled right away. Given that the Fairfax County Economic Development Authority (FCEDA) handles business attraction, the Herndon Economic Development Rep will need to concentrate on working with expansion and retention of existing businesses. It is important that the new ED Person be able to “hit the ground running.” While this person will have a wide range of capabilities, there are items that will need to be tackled right away. Given that the Fairfax County Economic Development Authority (FCEDA) handles business attraction, the Herndon Economic Development Rep will need to concentrate on working with expansion and retention of existing businesses. 4/5/11 Herndon Economic Development Strategy/Town Council

Many raised the need for Marketing and a clear image/brand Level 1: Hire a firm to conduct a “pre-marketing exercise” that clarifies the image/brand. Cost: $50-60,000. Level 1: Hire a firm to conduct a “pre-marketing exercise” that clarifies the image/brand. Cost: $50-60,000. Level 2: Have that firm lay out a blueprint for marketing the image/brand in Herndon. Cost: $25-35,000 additional. Level 2: Have that firm lay out a blueprint for marketing the image/brand in Herndon. Cost: $25-35,000 additional. Level 3: Conduct a first year internal marketing program: Cost: $ ,000 additional. Level 3: Conduct a first year internal marketing program: Cost: $ ,000 additional. OPPORTUNITY: There is momentum now for crafting a strong, unified image that businesses and residents can get behind and can be used to market the town to its businesses, residents and travelers. Showcase assets like Dulles, technology, Metro, schools, and Reston proximity. OPPORTUNITY: 4/5/11 Herndon Economic Development Strategy/Town Council

Hospitality venues are Important to all Level 1: Explore ways to engage the group and create technology-based marketing effort. Work closely with Visit Fairfax. Level 1: Explore ways to engage the group and create technology-based marketing effort. Work closely with Visit Fairfax. Level 2: Assess ways to leverage private funding to help support a marketing program. Level 2: Assess ways to leverage private funding to help support a marketing program. Level 3: Consider committing funds to a marketing plan, contingent on matching the funds with private investments. Level 3: Consider committing funds to a marketing plan, contingent on matching the funds with private investments. OPPORTUNITY: These venues are looking for the Town to take the initiative and would most likely be energized by any marketing effort, if they can be engaged. Suggestion: Launch a pre-marketing planning process and involve some of your venues. OPPORTUNITY: These venues are looking for the Town to take the initiative and would most likely be energized by any marketing effort, if they can be engaged. Suggestion: Launch a pre-marketing planning process and involve some of your venues. 4/5/11 Herndon Economic Development Strategy/Town Council

Businesses said they Do Not Feel Engaged Level 1: Develop a work plan for creating a volunteer Economic Development Council. Level 1: Develop a work plan for creating a volunteer Economic Development Council. Level 2: Form a volunteer Economic Development Council to advise the Town and to tackle appropriate issues. Cost: staff time quarterly lunches. Level 2: Form a volunteer Economic Development Council to advise the Town and to tackle appropriate issues. Cost: staff time quarterly lunches. Level 3: Commit a modest budget to underwrite ED research projects. Level 3: Commit a modest budget to underwrite ED research projects. OPPORTUNITY: A Pro-Active Economic Development Initiative Can Engage and Energize the Business Community. Consider a means of keeping the private sector involved and informed…a good start has been made. A Pro-Active Economic Development Initiative Can Engage and Energize the Business Community. Consider a means of keeping the private sector involved and informed…a good start has been made. Suggestion: Form a blue ribbon Economic Development Advisory Council. OPPORTUNITY: A Pro-Active Economic Development Initiative Can Engage and Energize the Business Community. Consider a means of keeping the private sector involved and informed…a good start has been made. A Pro-Active Economic Development Initiative Can Engage and Energize the Business Community. Consider a means of keeping the private sector involved and informed…a good start has been made. Suggestion: Form a blue ribbon Economic Development Advisory Council. 4/5/11 Herndon Economic Development Strategy/Town Council

People say they Like the Small Town Feel Downtown: critical mass? Downtown: critical mass? Commercial areas/image? Commercial areas/image? Re-development Re-development Sectors of town? Sectors of town? Schools & transportation Schools & transportation Day Labor Day Labor Cultural diversity Cultural diversity Many of these issues come back to the need for image building: The Town has a chance to craft its image around the values that make it attractive to businesses, both traditional, and cutting edge. Reconcile “home town” and “home to business”. Many of these issues come back to the need for image building: The Town has a chance to craft its image around the values that make it attractive to businesses, both traditional, and cutting edge. Reconcile “home town” and “home to business”. 4/5/11 Herndon Economic Development Strategy/Town Council Image isn’t everything…it’s the only thing! Can these be addressed through image control?

Government processes issue raised Level 1: Have the new ED person package existing commercial processes and act as a contact for businesses. Level 1: Have the new ED person package existing commercial processes and act as a contact for businesses. Level 2: Initiate an internal review. Level 2: Initiate an internal review. Level 3: Appoint an ombudsman. Level 3: Appoint an ombudsman. OPPORTUNITY: An Economic Development Initiative and Ongoing Capacity would send a positive message to the business community about Town government. There needs to be consistency and transparency to all commercial processes, in perception, as well as in reality. OPPORTUNITY: An Economic Development Initiative and Ongoing Capacity would send a positive message to the business community about Town government. There needs to be consistency and transparency to all commercial processes, in perception, as well as in reality. 4/5/11 Herndon Economic Development Strategy/Town Council

Constraint: we are built out Level 1: Partner with an educational institution on seminars for entrepreneurs and small businesses. Little cost. Level 1: Partner with an educational institution on seminars for entrepreneurs and small businesses. Little cost. Level 2: Explore partnerships for development of a modest business incubator. Cost: can be minimal. Level 2: Explore partnerships for development of a modest business incubator. Cost: can be minimal. Level 3: Attract a satellite university campus. Cost: TBD Level 3: Attract a satellite university campus. Cost: TBD The lack of new space and the fact that FCEDA handles most investment attraction, may suggest that Herndon should look in a direction that addresses business vitality. This could be a progressive Economic Development niche for Herndon. The lack of new space and the fact that FCEDA handles most investment attraction, may suggest that Herndon should look in a direction that addresses business vitality. This could be a progressive Economic Development niche for Herndon. 4/5/11 Herndon Economic Development Strategy/Town Council

Current ED Resources: what they reported As their role Fairfax County Economic Development Authority: recruits office tenants, handles prospects, develops data; and markets the County, including Herndon Fairfax County Economic Development Authority: recruits office tenants, handles prospects, develops data; and markets the County, including Herndon Town of Herndon Mayor, Manager, Staff: visit businesses, prepare materials, reactive outreach Town of Herndon Mayor, Manager, Staff: visit businesses, prepare materials, reactive outreach Dulles Regional Chamber: maintains office, holds events Dulles Regional Chamber: maintains office, holds events Visit Fairfax: County-wide travel and tourism promotion Visit Fairfax: County-wide travel and tourism promotion State Commerce Department, Dept of Business Assistance, ED Partnership: does statewide marketing, business recruitment and business assistance State Commerce Department, Dept of Business Assistance, ED Partnership: does statewide marketing, business recruitment and business assistance 4/5/11 Herndon Economic Development Strategy/Town Council

Top Priorities YEAR ONE ID the “Go to” ED Person ID the “Go to” ED Person Launch business visitation program with protocols for follow up Launch business visitation program with protocols for follow up Engage and communicate more regularly and effectively with partners (FCEDA; Visit Fairfax; chambers) Engage and communicate more regularly and effectively with partners (FCEDA; Visit Fairfax; chambers) Expand overall communication with existing businesses, working with the Town PIO, to include newsletter, planned events Expand overall communication with existing businesses, working with the Town PIO, to include newsletter, planned events Prepare for Marketing Locally: Build the Brand, in tandem with the PIO Prepare for Marketing Locally: Build the Brand, in tandem with the PIO Help businesses with Town processes Help businesses with Town processes YEAR TWO Create private sector Economic Development Council Create private sector Economic Development Council Rally the travel and tourism venues in support of a technology-based ED marketing program; work with Visit Fairfax Rally the travel and tourism venues in support of a technology-based ED marketing program; work with Visit Fairfax Explore strategies that could augment downtown Explore strategies that could augment downtown Integrate and coordinate events with the ED program Integrate and coordinate events with the ED program 4/5/11 Herndon Economic Development Strategy/Town Council

Year three and beyond Prioritize redevelopment options and explore opportunities Prioritize redevelopment options and explore opportunities Raise private investment in economic development Raise private investment in economic development Continue to build on development around Metro Continue to build on development around Metro Explore options for attracting a satellite campus for a VA university Explore options for attracting a satellite campus for a VA university Explore prospects for developing a program to encourage and support entrepreneurs Explore prospects for developing a program to encourage and support entrepreneurs 4/5/11 Herndon Economic Development Strategy/Town Council