8.1 SR 10-18-2021 - Laserfiche WebLink

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Develop a Branding and Promotional Campaign The city should work with the Chamber of Commerce to develop a branding and promotional campaign that would set the Elk River apart from other communities in the region. The campaign could build off of the Powered by Nature slogan and leverage the outdoor activities offered by the city that many people "escape" to "cabin country" to find. The city should leverage its unique position as the gateway to Minnesota's "cabin country" to promote its regional parks, conservation areas, and unique outdoor adventure venues like ERX and Hillside Mountain Bike Trail to attract new residents, businesses, and tourism to the city. Promoting the city's hiking, hunting, fishing, boating, swimming, mountain biking, and off -road vehicle amenities through a targeted promotional campaign has the potential to attract residents interested in having easy access to their favorite activities and hobbies, businesses that target and are supported by the populations, as well as boost sports and outdoor tourism in the city. The campaign should also build off of the Together Elk River initiative which encourages the support of local busi- nesses. The initiative was established during the COVID-19 pandemic to support the Elk River business and nonprofit community and is a partnership between the city and Chamber of Commerce. Explore Minnesota The city should work with the Chamber of Commerce to ensure Explore Minnesota (Minnesota s State tourism website) features a more robust description of things to do when visiting the city including links to the ERX website and city Parks and Recreation page. In addition, the Chamber of Commerce should consider adding a Visit tab to its website to include an up to date list of activities such as when hunting and trapping season opens as well as a schedule of events held at the ERX facility. Downtown Marketing In addition to city-wide branding and promotion, the campaign should also include downtown and uptown specific strategies that distinguish the areas as unique destinations in Elk River. This should include design standards for streetlamp banners, plantings, benches, and other street furniture that visually distinguish the areas from one another but tie each together as distinct districts. The Shoppes at Arbor Lakes in Maple Grove are a good example of how gateway signage, streetscaping, and banners can be used to showcase a downtown as a unified district. Create a Community Ambassador Position To further promote Elk River, the city should consider creating a Community Ambassador position within the Economic Development Department. Community ambas- sadors or ombudsmen play key roles in economic devel- opment by attracting new business and guiding potential investors through the development approval process. The city's Community Ambassador could act as the voice and face of the Economic Development Department for businesses to directly interact with as a point of contact. The Community Ambassador should be competent in the entire suite of incentives the city offers through its Busi- ness Toolbox and be able to guide new businesses through applications and the ins and outs of various incentive programs. In addition, the Community Ambassador should also be plugged into state and regional initiatives available through organizations such as the Greater Minneapolis Saint Paul Economic Development Partnership. di Economic Development Plan • Elk River Comprehensive Plan I07CL\arri7C1OWN I AVE9101WO