HomeMy WebLinkAbout2019 04 15 Discussion Item 4 - Discuss Gibbs Planning Group, Inc. Economic Study Gibbs
Planning Group Urban intelligence
10 April 2019
Shawn Boyle, Interim City Manager
City of Winter Springs
1126 East State Road 434
Winter Springs, FL 32708
Dear Mr. Boyle:
On behalf of Gibbs Planning Group and The Zall Company (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. GPG'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, Portland, Sarasota and Seattle. GPG'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.
Please find below GPG's proposed scope of services, based upon our understanding of the City's
objectives:
Task 1: Retail Market Assessment ($30,000)
The Existing Conditions Assessment shall include the following:
1. Kick-off lecture and retail workshop.
2. Perform a summary competitive analysis of key existing marketplaces, shopping centers and
other retail concentrations in the City, with an understanding of Winter Spring's position
relative to neighboring communities Assess the City of Winter Spring's position in the region
as it pertains strategically to various retail subcategories and analyze how this impacts
existing and future retail potential and retail recruitment in the City.
3. Retail Gap/Opportunity Analysis, including a summary table and summary graphs, showing
surpluses and/or leakages for the 52 retail sectors. Estimate buying power and current retail
supply and demand by:
a. Retail scale (regional, community, and neighborhood)
b. Type (grocery, restaurant, hotel, 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 2019 with projections through 2025) and identify changing demographics
that will impact selected strategies.
4. Identify naturally emerging or potential retail nodes or clusters within the City, describe their
existing conditions and characteristics (provide graphic/map to convey).
240 Martin Street- Birmingham, Michigan - 48009
TRADITIONAL TOWN PLANNING + RETAIL CONSULTING + MARKET RESEARCH
Tel.248.642.4800 . Fax.248.642-5758 . www.gibbsplanning.com
Task 1 (Cont.):
5. GPG will define a trade area that would serve the retail in the study area 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.
6. Clearly define existing and potential retail trade areas (geographies), as well as existing and
potential customers by category (i.e. employees, visitors, residents) and include:
a. A Primary Trade Zone Area Map with Demographics and travel time/miles.
b. A Secondary Trade Zone Area Map with Demographics and travel time/miles.
7. Lead an economic forum with 5-7 representatives of local commercial real estate companies
to talk about Winter Spring's strengths and weaknesses as a market, and what barriers exist
to attracting better retail. The list of representatives shall be selected by the consultant and
reviewed and approved by the City. The City Commission will be invited to attend the forum.
8. Summary of any retailer interviews or other data collection that may have occurred based
upon your particular methodology.
Deliverables
• A report including all of 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 (compatible with ArcGIS 10
and/or Microsoft Office software as appropriate).
Task 2: Community Retail Vision - Public Workshop ($2,500)
• The consultant shall lead a public workshop 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. The contractor shall be expected to:
o The consultant shall lead a public workshop for identifying the community retail
vision.
o Through the workshop, identify a cohesive community vision that is as consistent as
possible between the community vision, the vision of the City Commission, and the
existing conditions analysis completed in Task 1.
o Prepare a detailed summary of the public workshop intended to describe the City's
vision for retail development as expressed at the meeting.
Deliverables
• A report including all of the required information for Task 2 described above in PDF and MS
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 ArcGIS 10
and/or Microsoft Office software as appropriate).
Task 3: Identification of Target Retailers and Site Development Analysis ($12,000)
Task 3 will build off the data collected in Task 1 and 2 and include the following:
1. Analyze and develop a list of supportable tenants 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.
3. Provide contact information for key decision makers at selected retailers.
Winter Springs, Florida Retail Analysis Proposal
Gibbs Planning Group, Inc.
10 April 2019
Task 3 (Cont.)
4. Retailers and restaurants listed shall be selected after an evaluation of the consistency of all
relevant factors including:
5. The size and character of available properties, either vacant buildings or undeveloped land.
6. Compatibility with the findings of the Existing Conditions Analysis, particularly the
demographic and psychographic findings from Task 1
7. Compatibility with the community vision as determined in Task 2
8. The market requirements of the companies selected
9. Prepare a list of recommended developers with contact information for key decision makers
based on the information prepared as part of this study that would be best suited to the type
of development Winter Springs should seek. These developers, whether local, regional or
national in scope should be those that have had success in the development/redevelopment
of projects similar in size to Winter Spring's and with full consideration to the physical
limitations of the area.
10. 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's Economic
Development Manager will provide a list of available properties, vacant land, and
development opportunities to the vendor however it is expected that the consultant will draw
on their background and previous work to evaluate the whole City to identify unique and
creative opportunities for development.
11. Land Use/Development Analysis of 10 sites selected by the consultant 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 determined by the consultant in Task 1)
• Retail Trade Area Population (As determined by consultant)
• Traffic Count Summary(As collected by Seminole County and provided to
consultant)
• Site-line Visibility (primary and secondary arterial roads)
• Ingress/Egress (primary and secondary arterial roads)
• Existence of Median Cuts or Possibilities
• Traffic Signal Existence or Possibilities
• Site Characteristics and Topography
• Current Zoning
• Proximity to "Anchor" Retailers/Retail Clusters
• Workplace Population
• Residential Support
Deliverables
• A report including all of 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 format that can be
updated periodically and used for/integrated in future analysis (compatible with ArcGIS 10
and/or Microsoft Office software as appropriate).
Winter Springs, Florida Retail Analysis Proposal
Gibbs Planning Group, Inc.
10 April 2019
Task 4: Retail Strategy ($3,000)
Task 4 consists of the development of specific and detailed strategies that will successfully attract
the targeted retailers and developers to meet the demands of the community and the primary and
secondary trade zones, including:
1. Retail Road Map/Action Plan that will describe in detail a realistic and feasible set of specific
actions and strategies to be taken by the City to promote retail development within the City
limits.
2. Recommend and prioritize new financial recruitment strategies that would be appropriate for
use by Winter Springs, including the parameters needed for successful implementation.
3. The identification of any niche markets that the City of Winter Springs should pursue.
4. Prepare a Market Barriers Analysis to identify issues that would inhibit an enhanced retail
environment. Referencing this analysis and the Existing Conditions Analysis, recommend
strategies to overcome barriers and; if applicable, note barriers that cannot be overcome.
5. Highlight market assets that should be capitalized to improve the overall retail environment.
6. Identify strategies that will be successful in promoting mixed-use development in the along
the City's major corridors.
Deliverables
• A report including all of the required information for Task 4 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 (compatible with ArcGIS 10
and/or Microsoft Office software as appropriate).
Task 5: Wrap-Up Public Workshop ($2,500)
1. The consultant shall present at a second 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 by the
consultant at a Workshop that summarizes the information collected in the retail study to the
City Commission and the Public.
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. Prepare a detailed summary of the public workshop intended to describe the City's vision for
retail development as expressed at the meeting.
5. 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.
Deliverables
• A report including all of the required information for Task 5 described above in PDF and
Word, to be submitted in draft format for staff review and revised before final approval.
• A power point presentation for the purpose of marketing Winter Springs that the City can use
to share the findings of this study with the 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 ArcGIS 10
and/or Microsoft Office software as appropriate).
Winter Springs, Florida Retail Analysis Proposal
Gibbs Planning Group, Inc.
10 April 2019
Professional Fees:
GPG's proposed fee for the consulting services required for the above Tasks 1-5 is $50,000 (Fifty-
Thousand Dollars), including all expenses.
Meetings & Presentations
GPG shall meet with City of Winter Springs officials as follows:
o Opening kick-off lecture and retail workshop
o Economic Forum
o Market Study findings presentation and public lecture
o Final presentation to City and/or public presentation
Schedule
All services shall be completed within 120 days of authorization:
Study Area
GPG shall complete the above Tasks for the up to 10 Winter Springs designated focus 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, grading, civil engineering and architectural plans, cost projects, 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, AICR ASLA
President
rgibbs(d)gibbsplanning.com
Winter Springs, Florida Retail Analysis Proposal
Gibbs Planning Group, Inc.
10 April 2019