HomeMy WebLinkAbout2021 05 10 Regular 501 - Economic Development Proposals • REGULAR AGENDA ITEM 501
moa d CITY COMMISSION AGENDA I MAY 10, 2021 REGULAR MEETING
1959
TITLE
Economic Development Proposals
SUMMARY
The held the "Winter Springs: 2030 and Beyond,"an interactive open house workshop
to discuss priorities, opportunities, and needs within the City. One item that was
discussed during the workshop was an economic development plan. With the current
economic situation since the pandemic of Covid-19 (2020), City staff began to explore
economic development proposals from known organizations with such subject matter
expertise. City staff is now presenting three economic development proposals to the
City Commission. The Economic Development Plan Proposals are from the following
organizations;
• East Central Florida Regional Planning Council (ECFRP)
• Gibbs Planning Group
• Kimley-Horn
RECOMMENDATION
City Staff is requesting discussion on the Economic Development Proposals as
presented.
1
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City of Winter Springs
Retail Market
Analysis 2021
East Central Florida Regional Planning Council
455 N. Garland Avenue, Suite 414
Orlando FL 32801
407-245-0300
oti�oa nEcionR�X90
SUMMARY OF QUALIFICATIONS __ .
Luis Nieves-Ruiz,AICP. Economic Development Program Manager E,,,962
Originally from Puerto Rico, Mr. Nieves-Ruiz holds a Master's Degree in Regional Planning from
Cornell University, and is a member of the American Institute of Certified Planners. With over 15
years of experience leading planning and economic analysis projects, Luis has developed professional
expertise in economic modeling, industry cluster analysis, planning research methods, and food
systems planning. He currently coordinates all projects and activities of the East Central Florida EDD
including the implementation of the region's Community Economic Development Strategy (CEDS).
Luis has also developed economic studies for City of Cocoa, the International Drive Resort Area, the
North Brevard Economic Development Zone, the City of Oakhill, and the Historic Goldsboro
community in Sanford, among others. His professional and volunteer work has been recognized by
Big Brothers Big Sisters of Central Florida, the Wallace Center at Winrock International, the National
Association of Development Organizations, the Urban Land Institute, Toastmasters International,
Next City, and Leadership Florida.
Matt Siebert Planner I
Mr. Siebert has a Bachelor's Degree in Political Science from the University of Central Florida. He
currently assists with the implementation of the CEDS and the development of special projects .
Project References:
International Drive Economic Impact Analysis
Luann Brooks, Executive Director
I-Drive Business Improvement District
7081 Grand National Drive, Suite 105
Orlando, FL 32819
Phone: 407-248-9590
E-mail: LBrooksOlDriveDistrict.com
Kissimmee Medical Arts District Strategic Plan
Belinda 0. Kirkegard, MPA, Economic Development Director
City of Kissimmee
Kissimmee City Hall
101 Church Street
Kissimmee, Florida 34741
Phone: (407) 518-2307
E-mail: BKIRKEGARDgkissimmee.org
The Economic Impact of the Kissimmee Park Road Turnpike Interchange
Laura Gambino, MPA CecD
Phone: 561-315-6595
E-mail: lcgambino27Pgmail.com
3
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East Central Florida Regional Planning Council
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W 455 N. Garland Avenue, Orlando, FL 32801 Hugh W. Harling, Jr. P.E.
Phone 407.245.0300 • Fax 407.245.0285 • www.ecfrpc.org Executive Director
er 962
March 22, 2021
Via Email
Christopher Schmidt, MPA, CPM
Community Development Director
City of Winter Springs
Subject: City of Winter Springs Retail Market Analysis
Dear Mr. Schmidt:
As previously accorded, I am submitting the ECFRPC's proposal for the development of the
City of Winter Springs Retail Market Analysis. As envisioned, the project will include three
parts: a Retail Market Analysis, a Retail Gap Analysis, and a Recommendations report. For the
Market Analysis, the ECFRPC will work with City Staff to designate a market study area. The
ECFRPC will provide an overview of characteristics of this area including number and type of
retail uses, retail square footage, and demographics. This analysis will help the ECFRPC
understand the current supply of retails uses. For the Retail Gap Analysis,the ECFRPC will use
the best available consumer data to identify retail opportunities for the City of Winter Springs.
This analysis will help the ECFRPC estimate the unmet demand for retail uses. Using the
information from the two previous analyses, the ECFRPC will then develop the final report
that recommends specific uses that City officials could pursue to locate within Winter Springs.
The detailed project scope of work/budget and a summary of qualifications are attached here
for your review.
The total cost of this project is $30,000. It will take ECFRPC staff approximately 450 hours or
nine months to complete this project. This time-frame includes the development of the
deliverable drafts, review and draft edits based on City comments, and the development of
the final documents. I look forward to discussing this proposal with you at a suitable time. If
you have any questions, please contact me at 407-245-0300 x 308 or via e-mail at
luis@ecfrpc.org.
Sincerely,
—Y,�
Luis Nieves-Ruiz,AICP
Economic Development Program Manager
4
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Gibbs
Planning Group
30 April 2021
Christopher Schmidt
Economic and Community Development Director
City of Winter Springs
1126 East State Road 434
Winter Springs,Florida 32708
Dear Mr.Schmidt:
On behalf of Gibbs Planning Group and The CC Consulting Group(collectively"GPG"),I am pleased to respond to your
request to provide retail consulting services for a market-based retail market analysis and retail development strategy for
the City of Winter Springs.LPG's expertise allows us to formulate and refine a proven and focused approach to
accomplish the market research.GPG is dedicated to providing practical,actionable results,which reflect economic
development realities and not just theoretical research.
The GPG team has a broad range of both private and public sector experience across North America.Public urban retail
consulting clients include Alexandria,Charleston,Delray Beach,Houston,Longwood,Miami,Naples,Ocala,Palm Beach,
Portland,Sarasota and Seattle.LPG's private sector clients include EDS,Florida Hospital,Rosemary Beach,The St.Joe
Company,The Taubman Company,Simon Property Group and the Walt Disney Company.
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GPC has completed detailed retail marizet analysis and advisory services for hundreds of cities across the U.S.including Naples,FL and
Charleston,SC.
Please find below LPG's proposed scope of services based upon our understanding of the City's objectives:
Task 1:Retail Market Assessment($25,000)
The existing conditions assessment shall include the following:
I. Kick-off video lecture and retail video workshop highlighting best practices in retail—mixed-use placemaking
2. Perform a summary competitive analysis of key existing marketplaces,shopping centers and other nearby retail
concentrations,to better understand Winter Springs'position relative to neighboring communities
3. Retail—restaurant market gap/opportunity analysis,including a summary table and summary graphs,showing
surpluses and/or leakages for the 52 retail sectors.Estimate buying power and retail supply and demand by:
a. Retail scale(regional,community and neighborhood)
b. Type(grocery,restaurant,apparel,etc.)
c. Provide the population,demographic and consumer lifestyle segment(psychographic)characteristics for
the City,as well as for existing and potential retail trade areas(starting in 2021 with projections through
2026)and identify changing demographics that will impact selected strategies.
4. Identify naturally emerging or potential retail nodes or clusters within the City and describe their existing
conditions and characteristics(provide graphic/map to convey).
649 Fifth Avenue Naples, FL 34102 240 Martin Street Birmingham, MI 48009
Tel.248.642.4800
6
5. GPG will define a primary and secondary trade area that would serve the retail in the City of Winter Springs
based on geographic and topographic considerations,traffic access/flow in the area,relative retail strengths and
weaknesses of the competition,concentrations of daytime employment and the retail gravitation in the market,as
well as our experience defining trade areas for similar markets.
7. Conduct telephone interviews with up to 20 representatives of local stakeholders and commercial real estate
companies to talk about Winter Springs' strengths and weaknesses as a market,and what barriers exist to
attracting better retail.The list of representatives shall be selected by the City and/or GPG
8. Summary of stakeholder interviews or other data collection that may have occurred based upon your particular
methodology.
9. As a part of this task,GPG shall complete 2 updates to its retail market analysis demand tables within 18 months
following the completion of its first report,as outlined above.
Task 1 Deliverables
• An illustrated 30-40 page written report including all the required information for Task 1 described above in PDF
and Word,to be submitted in draft format for staff review and revised before final approval.
• Provide all data collected as defined in the Scope of Work in an electronic format that can be updated
periodically and used for/integrated in future analysis(Excel or Word software).
• As a part of this task,GPG shall conduct 2 full days of on-site analysis and consulting in Winter Springs as
mutually agreed.
• Complete 2 updates to the market analysis demand charts for 18 months following the initial report.
r.
GPC has provided master planning and strategic commercial real estate advisory services for numerous leading developers and
institutions around the globe including the village of Rochester,MI(above left)and the Disney Companies.
Task 2:Community Retail Vision-Public Workshop($2,000)
GPG shall lead up to two(2)video-conference public workshops in which the information collected as part of Task 1 shall
be presented to the community and the City Commission.City staff shall set the date and meeting time,advertise the
meeting on the City website,in utility bills and by any other method deemed appropriate by the City.
Task 2 Deliverables
• Provide all data collected as defined in the Scope of Work in an electronic format that can be updated
periodically and used for/integrated in future analysis(compatible with Excel or Microsoft Office software as
appropri ate).
• This task does not include on-site analysis or presentations by GPG in Winter Springs.
Task 3:Identification of Target Retailers and Site Development Analysis($12,000)
This task will build off the data collected in Task l and 2 and include the following:
1. Analyze and develop a list of supportable businesses by category,based on all of the fundamental market data
and competitive analysis conducted to this point.
2. Categorize each target retailer as either new to market,expansion within the metro area,or expansion in Winter
Springs.
Winter Springs,Florida Retail Analysis Proposal
Gibbs Planning Group, Inc.
30 April 2021
7
Task 3(Cont.):
.3. Retailers and restaurants listed shall be selected after an evaluation of the consistency of all relevant factors
including:
a. Compatibility with the findings of the Existing Conditions Analysis,particularly the demographic and
psychographic findings from Task 1
b. Compatibility with the community vision as determined in Task 2
4. Identify key retail opportunity areas and sites to be prioritized by their potential to attract opportunity-filling
retailers that are consistent with the criteria above.The City will provide a list of available properties,vacant land
and development opportunities. In addition,GPG shall draw on its background and experience to evaluate the
whole City to identify unique and creative opportunities for development.
5. Land Use/Development Analysis of up to ten(10)sites mutually selected by the City and GPG as the most
attractive for development and evaluated for their highest and best use.The recommendations should be
accomplished in the context of economic and site conditions,the vision of the community and its stakeholders
and the optimal financial impact.Site criterion includes:
• The suitability for developments that provide a mix of uses,public gathering spaces,outdoor dining
and other place-making type features
• Market Conditions(as estimated by the GPG in Task 1)
• Retail Trade Area Population(As estimated by GPG)
• Traffic Count Summary(As collected by Seminole County and provided to CPC by the City)
• Site-line Visibility(primary and secondary arterial roads)
• Proximity to"Anchor"Retailers/Retail Clusters
• Workplace Population
• Residential Support
Task 3 Deliverables
• A report including all the required information for Task 3 described above in PDF and Word,to be submitted in
draft format for staff review and revised before final approval.
• Provide all data collected as defined in the Scope of Work in an electronic forniat that can be updated
periodically and used for/integrated in future analysis(compatible with Excel and Microsoft Office software as
appropriate).
Task 4:Retail Strategy($5,000)
Task 4 consists of the development of best practices strategies that may assist in the attraction the targeted retailers and real
estate developers to meet the goals of the community as defined by the City:
1. The identification of any niche markets that the City of Winter Springs should pursue.
2. Prepare a market barriers analysis to identify potential issues that may inhibit an enhanced retail environment.
Referencing this analysis and the existing conditions analysis,recommend strategies to overcome existing
barriers and(if applicable)planning-policy challenges to be addressed by the City.
3. Highlight the City's market assets that should be capitalized to improve the overall retail environment.
Task 4 Deliverables
• A summary report outlining the Task 4 findings and recommendations PDF and Word,to be submitted in draft
format for staff review and revised before final approval.
• Provide all data collected as defined in the Scope of Work in an electronic format that can be updated
periodically and used for/integrated in future analysis(compatible with Excel and/or Word.
Task 5:Wrap-Up Public Workshop($1,000)
1. The consultant shall present at a second video-conference public workshop(which will be advertised and
organized by City staff)in which the consultant will describe the entirety of the findings of the retail study,with
particular attention paid to those findings in Task 3-4 following the initial public meeting.
2. The consultant shall prepare a PowerPoint and other materials to be presented at this second public workshop that
summarizes the information collected in the retail study.
Winter Springs,Florida Retail Analysis Proposal
Gibbs Planning Group, Inc.
30 April 2021
8
Task 5(Cont.)
3. The consultant shall describe the findings and methodology of the study to the Commission and the Public,seek
input on the findings and incorporate those findings into the final report as deemed appropriate.
4. Revise the PowerPoint presented at this workshop in such a manner that it can be used by City staff to present the
findings of the report to targeted businesses and developers.
Task 5 Deliverables
• A PowerPoint presentation for the purpose of marketing Winter Springs that the City can use to share the
findings of this study with targeted businesses and developers.
• Provide all data collected as defined in the Scope of Work in an electronic format that can be updated
periodically and used for/integrated in future analysis(compatible with Excel and/or Microsoft Office software as
appropriate).
Professional Fees:
GPG's proposed fee for the above consulting services Tasks 1-5 is$45,000(Forty-Five Thousand Dollars)including all
expenses.
Schedule
All services shall be completed within 120 days of authorization or as mutually agreed. Additionally,GPG shall prepare
two updates to our market analysis to gage the post-pandemic economy during the following 2 years,or as mutually agreed.
Study Area
The study area shall be the downtown City of Winter Springs and other areas as mutually agreed.
Limits of Scope of Services:
The services described in this agreement are for qualitative retail and planning analysis only and should not be used as the
sole basis of development,financing or leasing.Actual site,building,parking,utility,environmental,engineering and
architectural services,cost projections,real estate leasing,brokerage services and construction documents are not included
within the scope of work of this proposal and are to be completed by others.
Thank you for the opportunity to submit this proposal and we are looking forward to working with you and the Winter
Springs community in the near future.
Sincerely,
GIBBS PLANNING GROUP,INC.
Robert J.Gibbs,FASLA,AICD
President
rgibbs(a&gibbsnlanning.com
Winter Springs,Florida Retail Analysis Proposal
Gibbs Planning Group, Inc.
30 April 2021
9
Gibbs Planning Group References
Bethlehem,Pennsylvania
Amy Burkhart
Director of Economic Development
City of Bethlehem
10 East Church Street Bethlehem,PA 18018-6025
(610)997-7630
aburkhait a)bethlehem-pa.gov
Delray Beach,Florida
Laura Simon,Executive Director
Delray Beach DDA
85 SE 4th Ave,Suite 100 Del Ray,FL 33483
561 573-3672
lsimon&downtowndelraybeach.com
Hartland,Michigan
Troy Langer,Planning Director
Hartland Township
2655 Clark Road Hartland,Michigan 48353
(810)632-7498
TLaneer=,hartlandtwp.com
Kalamazoo,Michigan
Andrew Haan,President
Downtown Kalamazoo Incorporated
162 E.Michigan Avenue Kalamazoo,Michigan 49007
(269)344-0795
ahaan(&,,dki.or�
Naples,Florida
Bruce Barone,Executive Director
Fifth Avenue South DDA
649 5th Avenue South Naples,Florida 34102
(239)777-1822
bruceCcufifthavenuesouth.com
Winter Springs,Florida Retail Analysis Proposal
Gibbs Planning Group, Inc.
30 April 2021
10
Kimley>>> Horn
April 12, 2021
Ms. Marla Molina
Senior City Planner
City of Winter Springs
1126 East State Road 434
Winter Springs, FL 32708
RE: Retail Market Analysis, Winter Springs, FL
Marla:
Kimley-Horn and Associates, Inc. ("Kimley-Horn"or"Consultant")is pleased to submit this letter
agreement(the"Agreement")to the City of Winter Springs, Florida("Client")to prepare a community-
wide retail market analysis (`Project'). The Project Understanding, Scope of Services,and Fee
Estimate are provided below.
PROJECT UNDERSTANDING
The City of Winter Springs, located approximately 25 minutes north of Orlando, has a growing
economy,a professional workforce, and compelling quality of life offerings.The City is well positioned
for f uture investment given its location in central Florida with easy access to major regional job
centers, a competitive school system, and nationally recognized parks and greenways. The Client is
seeking this retail market analysis to highlight existing inventory, identify the unique attributes of the
area that are attractive to retailers,and explore future demand potential.
SCOPE OF SERVICES
TASK 1. PROJECT KICK-OFF AND STAKEHOLDER ENGAGEMENT
Kimley-Horn will attend a one-half day kick-off meeting with the client at the beginning of the project.
The kick-off will have two primary components:(1)a face-to-face or virtual meeting to discuss the
Winter Springs community, recent planning initiatives, economic anchors in the area, and future
development plans that could impact spending potential in the area; and (2)a tour of the community.
As part of our kick-off task, we will conduct up to five small group interviews with local real estate and
economic development professionals to gain insight into market conditions.
TASK 2. PUBLIC WORKSHOPS
Although COVID-19 has impacted our ability to be face-to-face with large groups,we can still
appropriately engage the community to provide meaningful input during this process. We envision a
mixture of in-person and virtual meeting options. During these uncertain times, we have approached
engagement using the following mantras.
189 South OrangeAvenue, Suite 1000; Orlando,FL32801
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Kimley>>> Horn Page,;
Be flexible during uncertain times.Community engagement today requires flexibility in how we
respond to changing factors outside of our control. This flexibility may require us to shift face-to-
face meetings to virtual platforms or think creatively about how to advance technical tasks ahead
of planned engagement activities.
Leverage other processes. Breakthroughs in public engagement often require a debrief of past
efforts to identify what has worked and what simply isn't getting the job done. It also requires close
coordination with other ongoing plans and studies. We call this an"Engagement Diagnostic."Our
team will review and reflect on how resources in past and concurrent engagement efforts shed
light on goals and expectations.
Communicate clearly.True understanding outperforms superficial buy-in.That's why it is critical
to offer insight within complex planning and economic development issues.Our engagement
process helps stakeholders make informed decisions, while promoting productive dialogue among
internal and external audiences.A coordinated approach to project communication allows us to
express the study in a way that empowers participants and encourages community-wide support.
Invite genuine participation.When it comes to economic development and planning, it is easy to
suggest that citizens should have their say.The challenge is getting broad representation and
deciding whatto do with everyone's ideas.Kimley-Horn specifically attracts participation from a
diverse cross-section of citizens and stakeholders, including thosetypically not involved in
planning efforts. By launching a robust outreach and communications campaign, involvement in
the process is a real choiceto be excited about.
The creation of the Winter Springs Retail Market Analysis will be a public-driven process.
Engagement is expected to occur throughout the process to inform the public and gatherfeedback.
Up to two in-person community workshops will be hosted to present the findings to the community
and garner feedback and support. Feedback collected during this meeting will be incorporated into
the final Retail Market Analysis.
TASK 3. REGIONAL BEST PRACTICES AND COMPARABLES
Kimley-Horn will work with the Client to identify and profile four appropriately sized comparable
communities in the Southeast,focusing on areas that were able to attract new investment through
growth or policy measures.As available, we will provide the size,scale, history and geographic
positioning of the area,a description of the mix of uses, vacancy rates, rents, and public/private
infrastructure funding mechanisms. Best practices related to each comparable will be summarized
with photos and other visuals included, as available. Given the accessibility to the Florida/Cross
Seminole trail corridor, the potential for trail-oriented development will also be investigated.
TASK 4. TRENDS IN RETAIL
Macro-Level Trends. Kimley-Horn will describe macro-level, national shifts in retail that are likely
affecting development trends locally in Winter Springs. These shifts will include product types that are
in high-demand, as well as those that are currently struggling to gain traction or have experienced
significant closures,and the impact of COVID-19 and online shopping on brick and mortar retailers.
189 South OrangeAvenue, Suite 1000; Orlando,FL32801
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Ki m ey>>> H o r n Page 3
Local Trends. Based on third-party data sources, Kimley-Horn will analyze multi-tenant retail trends
for Winter Springs and the larger Orlando market area, including construction, net absorption,
vacancy rates, and rents.
TASK 5. TRADE AREA DEFINITION
Kimley-Horn will workwith the Client to determine a trade area for Winter Springs.The trade area,
which will be shown on a map, will be based on drive times,and natural and man-made barriers.
TASK 6. COMPETITIVE RETAIL FRAMEWORK
Kimley-Horn will conduct research to establish a competitive retail framework for the trade area
defined in Task4. This framework will include an inventory of existing shopping centers, inline
spaces,and outparcels by tenant type,as well as vacancy and quoted rents within the trade area.
Available outparcels currently being marketed for sale or lease will be identified. The frameworkwill
be used to d iscuss the restaurant and retail categories that may be opportunities for the Client to
pursue for Winter Springs.
TASK 7. TRADE AREA DEMOGRPAHICS AND JOBS
Population. Kimley-Horn will analyze population trends by age for the trade area and compare that
performance to the Orlando-Kissimmee-Sanford, FL MSA from 2010 to 2020. Ten-year forecasts for
the trade area will also be provided based on a review of third-party sources,as well an inventory of
the residential development pipeline.
Households. Kimley-Horn will analyze household trends by size,income and tenure for the trade
area, and compare that performance to the Orlando-Kissimmee-Sanford, FL MSAfrom 2010 to 2020.
Ten-year household forecasts will also be provided.
Tapestry Segmentation. Kimley-Horn will supplement the demographic data with an analysis of the
trade area's Tapestry segmentation from ESRI, which divides households into 67 groups based on
consumer spending patterns and lifestyle attributes. This type of analysis provides insight into the
purchasing preferences,and is being used increasingly by developers, builders, and retail tenants in
the site selection and due diligence process.
Jobs. Kimley-Horn will estimate the current number of jobs by type in the trade area. These jobs
would provide daytime spending potential for retailers in the study area. The number of jobs in in the
trade area will be forecasted through 2030.
TASK 8. DEVELOPMENT ACTIVITY
Kimley-Horn will obtain information on retail projects that are under construction or planned in the
trade area. Planned projects are defined as having approved entitlement or an active rezoning/site
planning application.As available, Kimley-Horn will provide the developer, total square feet, pre-
leasing activity, timing,and q uoted rent. These developments will be shown on a map.
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Ki m ey>>> H o r n Page 4
TASK 9. STRENGTHS AND WEAKNESSES IDENTIFICATION
Quantitative data analyzed as part of the Retail Market Analysis will be incorporated into a summary
of strengths, weaknesses, opportunities,and threats(SWOT)for the City of Winter Springs.
TASK 10. EXPENDITURE POTENTIAL AND STUDY AREA DEMAND
Kimley-Horn will use sales data from the State of Florida to identify potential supply gaps for the trade
area by store type or category. Current and ten-year forecasts for expenditure potential and
supportable square footage will be determined by category,based on household and income growth.
A site capture will be applied for Winter Springs for the current and 2030 trade area demand by
category.The capture will be based on the study area's access and visibility,and the existing and
future competitive framework. Catalytic development nodes in Winter Springs will be identified as
places that are well suited to capture retail demand within the community. Based on the demand
indicated by retail category,as well as a review of the existing framework,candidate tenants and
chains will be identified.
TASK 11. SCENARIOS OF GROWTH AND THE AFFECT ON RETAIL
Based on feedbackfrom the Client, Kimley-Horn will create two additional household growth
scenarios that consider changes to policy to increase allowable densities within the Trade Area.The
scenario analysis will help to demonstrate the direct relationship between household growth and the
attraction of retail to an area. Although every retailer has their own targets, Kimley-Horn will support
this exercise by using national research to provide a high-level overview of standard household
densities, incomes,and proximities that are attractive to support development of new stores.
TASK 12. DELIVERABLE AND MEETING
Kimley-Horn will prepare a d raft report according to the Scope of Services outlined above and
participate in a conference call to review our findings and recommendations.A final report will be
based on receipt of two sets of changes to the draft.We will also participate in up to two meetings
with the Client to review the results of the analysis, including presentations to local lead ership.
SCHEDULE
We will provide our services as expeditiously as practicable with the goal of meeting the following
schedule:
• Draft report delivered within 90 days of receipt of a signed copy of this contract
• Final report delivered within 5 working days of receipt of one set of changes to the draft report
FEE AND BILLING
Kimley-Horn will perform the services in Tasks 1 —12 for the total lump sum fee of$48,500, inclusive
of travel and data expenses.Lump sum fees will be invoiced monthly based upon the overall
percentage of services performed. Payment will bed ue within 25 days of your receipt of the invoice
and should include the invoice number and Kimley-Horn project number.
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