7.1. SR 05-05-2014 - Laserfiche WebLink

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Image Issues and Opportunities Elk River Comprehensive Plan In addition to these key objectives of the Comprehensive Plan, certain aspects of community image merit addition attention. This Chapter of the Plan examines several specific aspects of community image for Elk River. The focus of development and redevelopment in Elk River should focus on creating a community of connections, carefully designed places, sidewalk and trail connections, and green spaces and open spaces that are walkable and create opportunities to enhance the health and vitality of the community. Various elements combine to form community image. In 2012, the City of Elk River underwent a community -wide branding process that resulted in the City's "Community Brand Compass & Brand Navigator ". "Powered By Nature" brings the community brand to life in a powerful and compelling way. In using the Comprehensive Plan as a tool to enhance image beyond the efforts of the branding plan, it is important to consider the issues that shape Elk River's image. The following questions help to frame planning related to image: What factors establish Elk River's identity? Should and /or how can the image of Elk River be improved in the minds of residents and non- residents? How can the sense of "place" be enhanced? Should neighborhoods be more clearly defined and identified? How can the entrances (or gateways) to Elk River be more clearly identified? Do the City, the business community, and School District market themselves effectively to existing and prospective residents (especially to families)? The answers to these questions will help to guide public actions related to community image. Some of these issues are explored in greater detail in the sections to follow. Public Investment Investments in public buildings and infrastructure create the opportunity to define and enhance community image. The public investment in streets and the adjacent right -of -way can have significant impacts on community image. Elements to enhance the streetscape are key to creating a community image that people can relate to and enjoy. Planning improvements to the local street system create the opportunity to explore the use of these improvements to enhance image. This opportunity is critical, especially in areas such as the downtown. Improvements over the past several years within the downtown area have made strives to enhance the downtown area in terms of place- making and streetscaping, but continued support and dedication to this concept will be critical in the years to come. 132 / Chapter 13: Community Image