Embed Size (px)
Citation preview
2009 ANNUAL REPORT
1999-2009 SUNRISE MARKETPLACE
“As a business owner in the Sunrise/Citrus Heights area, thanks for your hard work in coordinating and meeting with property owners to renew the District. I believe the BID makes Citrus Heights a better place to do business.”
Robert Zielke, Business & Tax Consultant, Carter & Zielke CPA and Sunrise MarketPlace Board Member
BOARD OF DIRECTORS
ChairpersonPeggy Anderson, River City Bank
Vice ChairBob Simpson, Sandbar Night Club
SecretaryChristi Woodards, Steadfast Properties/Sunrise Mall
TreasurerAndrew Gianulias, Greenback Associates
At-LargeJason Bollinger, Sunrise Festival 1 & 2, Greenback Square and Greenfaire Village
Chris Gianulias, Sunrise Village
Ted Mitchell, Land Owner
Michael Nishimura, Elephant Bar
Stephen Patterson, Patterson Properties
Angela Rezab, Marketplace at Birdcage
Rhonda Sherman (non-voting), City of Citrus Heights
Henry Tingle (non-voting), City of Citrus Heights
Don Tollefson, Batteries Plus
Robert Zielke, Carter & Zielke CPA
Sunrise MarketPlace Office5912 Sunrise Mall, (916) 536-9267
StaffExecutive Director, Kathilynn [email protected]
Marketing Director/Annual Report Editor Liz Krohn, [email protected]
Administrative Assistant, Rebecca [email protected]
Thank you to the following who have served our District as Board members over the last ten years:
Debra Arnold (JCPenney), Janet Banglos (GPM), Peter Bollinger (Inter-Cal Real Estate Corporation), Jeanny Buwalda (The Tinder Box), James Cordano (Cordano & Company), Kevin Georgeson (Target), John Gutenburg & Karen Hamilton (Macy*s), Dave Lehman (Century 21 Select Real Estate), the late Sam Peterson (Sacramento Brewing Company/Oasis), Dean Perez (Elephant Bar Restaurant), Doyle Phelan (Sunrise Mall), Terri Phillips (Sunrise Mall), Andrea Peacock, (RREEF-Marketplace at Birdcage), Kathy Shelton (Union Bank of California) Gloria Wright (GPM/Inter-Cal Real Estate) and James Yoder (Steadfast Companies)
2 TableofContents3 Historical/Mission4 Messages OutgoingChair-GloriaWright ExecutiveDirector-KathilynnCarpenter6 Advertising/Marketing8 Events10 StrategicPlan11 ResearchFindings12 EconomicDevelopment13 TheFuture14 StatementofOperations15 BidRenewalSynopsis
2
HISTORICAL/MISSIONSunrise MarketPlace, Inc. was established in 1999 as an alliance between businesses, property owners and the City of Citrus Heights. The purpose of the Business Improvement District (BID) is to ensure economic viability of this vital commercial corridor. Sunrise MarketPlace (SMP) currently represents hundreds of retail, services and restaurants in a convenient ten-block corridor. Its boundaries include Madison Avenue, Birdcage Street, Arcadia Drive and Fair Oaks Blvd. Due to the success of the District’s initiatives; the BID received over-whelming support in renewing consecutive five year contracts in 2004 and 2009. Throughout the years, the main impetus has been to create an attractive destination that creates awareness for and drives traffic to our businesses. Flashback to our 2000 report and you will see that while we have contemporized the language, the purpose, core values and goals and objectives have remained consistent. And the BID has done a great job of carrying them out over the past several years.
2000 Core PurposeCreate a destination, which enhances the business environment in order to maintain and increase consumer traffic and sales.
2000 Core Values
To do what is best for the District as a whole•
Maintain high standards in everything we do, both • within and outside the District
Be inclusive, in our communication and outreach, • of all business and property owners
Highly value our customers•
Sunrise MarketPlace Goals and Objectives include:
Creating a District identity (a new brand)•
Creating awareness and building equity in the • SMP brand
Enhancing the image of the District•
Creating a preference for District businesses•
Maximizing usability and appeal of the District•
2010 Member Benefits include:
Proactive maintenance and common area improvements, • which help preserve property values
Maintaining a vibrant and safe environment for visitors•
Collectively advertising and promoting Sunrise • MarketPlace to increase awareness and encourage patronage of businesses
Continuing partnerships with the City, Chamber • and other groups to promote issues important to our businesses
3
We recently asked her to reflect on her long tenure on the board. We can all learn from her fine example of leadership, commitment and passion.
What were those early days of the BID like?Having the ownership of Sunrise Mall, Macy’s, Marketplace at Birdcage and five other major centers all coming together at one table (literally) for the sake of ensuring this shopping mecca remains viable - that was remarkable. This was before the Galleria was open and certainly before the vast expansion in the Folsom and Elk Grove areas. To have these visionaries all focusing and being proactive versus reactionary was a good indication of what the Sunrise MarketPlace BID would accomplish. These early days were focused on getting as many businesses in the District to the table to share information and ideas and ask questions. Before that, it would have been unheard of to cross the lines and reach out to another business or center, our competition, and ask about marketing or leasing.
What other significant things do you feel were accomplished in the early years?
Three things come to mind immediately. The city of Citrus Heights’ involvement to help us with structural issues and physical improvements made a great impact in branding the public areas with gateway and other way-finding signage. We also created advertising and events that began to instill Sunrise MarketPlace with a “sense of place”. And finally, being able to see the fruits of those labors with the arrival of noteworthy big box and major tenants, which became customer draws. These businesses - Best Buy, Michael’s, Lowe’s and many others - gave us something to talk about and to market. They helped to increase our retail trade zone.
What is the greatest accomplishment you take away after being on the board for more than 10 years and as Chair for several of those years?
Guiding the District and its tremendous business leaders in accomplishing tangible change has been very gratifying. I’m proud to have played a leading role in the BID’s accomplishments: creating the Sunrise MarketPlace centralized image, improving the physical aspects and growing business.
What do you see as the issues facing the District in the next five years?
The owners, managers and city need to stay together and continue to create one voice and direction. It is critical that the City works with the SMP and makes this a continued priority because we can’t do it without them. The board also strategically needs to focus on retention and recruitment of businesses. I’d like to think in five years that many of our major property owners will have brought in a new mix of retailers and services as well as contemporizing the look of their properties. The key is not to become stagnant.
WE’VE COME A LONG WAYGloria Wright, Outgoing Chairperson of the Board
MESSAGES
Gloria Wright,Outgoing Chairperson of
the Board
At the first official BID meeting in August 1999, the board elected Gloria Wright, representing Gianulias Property Management, as its first Chair. Gloria deftly guided the board through that inaugural year and the next two years. Later in 2008, representing Inter-Cal Real Estate, she answered the call again chairing the board through January 2010. On January 31, Gloria resigned her position on the board to further focus on her responsibilities as a shopping center manager.
4
A BRIGHT FUTURE AWAITS US Kathilynn Carpenter, Executive Director
In January, we began our 11th year of operation. Much has been accomplished in the years since the BID was formed in 1999, thanks to overwhelming support of property and business owners.
It’s been exciting and rewarding to have been a part of the BID’s success from its inauguration, and two renewals. There have been challenges, such as the opening of the Roseville Galleria, and subsequent expansion of surrounding retail including the trendsetting Fountains lifestyle center. Of course, the economy has presented the most taxing challenge to our primarily retail oriented District.
While Sunrise MarketPlace didn’t see similar explosive growth, the District has held its own through the years. With no land to expand and few easy opportunities for growth, we’ve had to work harder than outlying areas such as Roseville, Folsom, Rocklin, Lincoln and Elk Grove. However, unlike those areas, SMP has not been subjected to the same amount of vacancies. We’ve had our share of closures, some large like Circuit City and Linen-N-Things, but not to the same extent.
Our message of value, convenience and variety has been particularly relevant to consumers in these past few years. Now, just as the warming breezes carry the fragrance of blooming flowers and fresh cut grass, so too is retail beginning to show signs of life. Here in SMP, we have seen this with the construction of Sports Authority and the opening of some new and fun spots, such as Habit Burger, Smashburger, the enhanced AT&T Retail Store in the architecturally stunning Sunrise at Pebble Beach building and new tenants at Sunrise Mall, such as Sephora. And others--- Buffalo Wild Wings, near the former Fridays, and Pinkberry Frozen Yogurt, coming to the Panda Express pad, will be in full bloom soon.
We’re taking this opportunity of rebirth- a new season, a renewed SMP, the beginnings of renewal in the economy-to look back at the past ten years and ahead to the next few years. If you have ideas or want to get more involved, contact me at [email protected] or at 916-536-9267.
Kathilynn CarpenterExecutive Director
“The owners concentrate on their individual properties; while the BID’s focus is broader. We’re always looking at the entire area and we’re always looking ahead.”
Kathilynn Carpenter, Executive Director, Sunrise MarketPlace5
Every year, staff and consultants review media possibilities to determine that the most appropriate and impactful media is purchased. During that process, consideration is given to media dominance (the number of media units and length of time/exposure vs. cost) and effectiveness in reaching our audience. In 2009, radio was again utilized as the main medium because of its ability to create consistent exposure and voice. The equivalent of nearly 65 weeks was purchased across eight months on 11 radio stations. New 60-second interviews of visitors were used in the second half of the year. These “people on the street” spots allowed us to showcase a variety of stores and services, weaving in a value, variety and convenience message. Print and TV spots were used to support signature events like July 4th, Dog-o-ween, Halloween and the holiday shopping season.
A new consumer database will be created utilizing social marketing strategies through station e-blasts, contesting, digital banners and webpage sponsorships. This data will provide our first series of consumer e-blasts in 2010.
In 2009, we launched a series of business and broker outreach via e-blasting. The communication contained information on new businesses, marketing articles, customer service, relevant legislation as well as City and Police updates.
New signage was created for our Sunrise Mall office storefront windows for enhanced customer outreach. The new office opened just in time to welcome a group of Halloween trick or treaters. Having a physical address in the mall allows us to also distribute map guides and collect data via contests and customer surveys.
ADVERTISING/MARKETING
First SMP ad - 1999
Email blast - 2009
6
“Thanks for including me in the e-blast distribution. Seeing some of the new businesses open like Smashburger makes me want to support other businesses in our area. We all need to stick together.”
Ellen Burmeister, Agent/Owner, State Farm Insurance.
Miscellaneous ads – 2005-2009
7
EVENTS
Mother’s Day Makeover at Marketplace at Birdcage (Ten days of on –air/web mentions and live coverage on Channel 31’s Good Day Sacramento)Over 650 nominations were received for a special Mother’s Day Make-over Contest. A $1,300 prize package included make-up and hair design, new apparel and accessories plus other gifts and services for our winning mom and daughter. Sanctuary Salon and Spa hosted the event with a big assist from JCPenney, Citrus Dental Group, Logan’s Roadhouse, Cost Plus World Market and Off Broadways Shoes.
Father’s Day at Sears (Ten days of on-air/web mentions and live coverage on Channel 31’s Good Day Sacramento) Nearly 200 children entered their fathers in a contest to win a variety of prizes donated by our businesses. Sears, JCPenney, Batteries Plus, El Torito and Macy’s generously provided items for a trivia quiz for the selected parent /child.
July 4th (Three weeks of radio and TV spots, web exposure, live coverage and print)An estimated 25,000 attended the annual July 4th fireworks show presented by Sunrise Mall and Sunrise MarketPlace. “Mere Mortal” entertained for two hours of rock and blues. 98 Rock again aired a music track choreographed to the fireworks on air. Thanks to the City of Citrus Heights and Citrus Heights Police Department for their support in this endeavor.
V101.1 FM /Target Back to School (Two weeks of radio spots, web exposure and radio live remote)Just over 140 backpacks were stuffed with purchased school supplies and presented to Big Brothers Big Sisters of Greater Sacramento and San Juan School District.
Dog-o-ween 9 (Two weeks of radio spots, print, web exposure and a three station live remote)Nearly 55 dogs participated in the annual canine costume contest for “barking lot” rights, cash and Petsmart cards along with additional prizes donated by Old Navy. Thanks to radio stations KNCI, KZZO and KXMX for remote appearances and to Fox40’s Natalie Bomke who was guest MC.
Since its inception, over 200 events and promotions have been hosted throughout the District. The criteria for events are threefold: awareness/exposure for participating businesses and the District, potential to generate sales and support of a worthwhile charity. This past year, SMP produced these nine events:
sunrisemarketplace.com
8
Monsters at the Mall (Two weeks of radio, print and live radio remote) Costumed guests and their families descended on Sunrise Mall. A large Halloween crowd estimated at 6,000 enjoyed free candy, games and prizes. Sponsors included Sunrise Mall, Mix96, City of Citrus Heights Police Dept., Sunrise Recreation and Parks, Mary Purvis and the Citrus Heights pageant queens.
Domestic Violence Intervention Center (On air promos and live ten hour remote)Ten hour event collected nearly $2,000 in cash and household items for its home in Citrus Heights. The Eagle 96.9FM-sponsored drive was held at Sunrise Festival Shopping Center.
News10 Coats for Kids Drive at Sunrise Mall (Three weeks of on air TV and radio promos, website, live anchor coverage and live remote) Event gathered 1,400 outer garments at the annual drive- thru blitz. Over the past 18 years, this drive has distributed nearly a half million coats to northern California families. Providing a visible location at the mall brings many potential consumers to the District during the holidays.
Holiday Blood Drive (One week of radio support, direct mail and live remote) BloodSource and 98 Rock at Sunrise Festival collected 180 pints of blood donated during one of the peak demand seasons.
Toys For the Troops Kids at Sunrise Festival received almost 25,000 toys, clothing and other gifts for dependents of active service personnel. Again, hosting this drive brings many extra people to the District.
HOLIDAY DÉCORThe holiday season evokes a warm and emotional time to connect with friends and family and signifies our busiest retail period. It is the District’s goal to provide a special sense of place with a variety of free entertainment. Victorian singers entertained businesses and shoppers alike at 22 engagements during the month of December. Popular Nutcracker characters soldiers, holiday bears and mice strolled around various high traffic locations on Saturday afternoons. Miniature lights, animated ground displays, colorful street pole décor and pole banners gave Sunrise MarketPlace an appealing and festive look during the holiday season. Beautiful holiday signs and décor decorated our storefront windows. This signage was also reproduced as a Sacramento Magazine ad. In December, the office opened its doors for a special ribbon cutting and holiday open house.
“Sunrise MarketPlace continues to keep the shopping experience a pleasant and festive one. We appreciate their ongoing efforts....”
- Kenny Gordon, Kenny G & Company Fine Jewelers
9
The District has been very strategically driven since its inception. Before the District was even created, a Revitalization Blue-print and Management District Plan were crafted. The first Blueprint, authored in 2000, was devoted to four aspects: strategy, design concepts for signage and physical improvements, phasing and traffic study. During each BID renewal, a District Plan is updated.
The 2006, retail consultant Rob York was hired to assess the District and make recommendations and strategies for moving forward. The York Report was the first detailed market profile. It initiated the ground work for a new revitalization strategy. The 2007 Visioning Project investigated new possibilities in center and pedestrian connectivity and District land usage.
The economy has played some role in the ability to execute some of these bigger ideas. Despite that, every year, the board has an annual strategic meeting to review progress on its goals and objectives. In 2009, the board created a more formal long-term strategy guideline that outlines everything from marketing and research to outreach, economic development and staff development. The strategic planning session will take place in August, 2010. One directive from the 2009 strategic plan was to create a comprehensive understanding of the District’s consumer.
STRATEGIC PLAN
“Thanks for the assist in helping me acquire permits from the City. Your involvement and knowledge was critical in the process.”
- Chris Fontes, Property Manager, Metro V Properties
The first five years were spent crafting our identity, building awareness and creating a sense of place through advertising and physical improvements. In conjunction with the City, the BID leveraged its investment and was successful in obtaining grants for more than $3 million for way-finding projects, gateway signage and median improvements. These physical improvements were the most obvious achievements. However, a great deal of thought and energy was also put into something not as visual —a long-term vision that would outline plans for our continued growth and reinvention.
10
RESEARCH FINDINGS
At the 2009 annual strategic session, the Board adopted a goal to create its first large-scale research project talking to target two main groups: shoppers and potential shoppers. The study was launched in November and its findings were presented in January to the board of directors, marketing committee and at a business roundtable session.
The intercept study to shoppers studied the following:• Retail trade zone of its users• Shopping frequency and cross–shopping habits• Demographic profile• Potential new stores• Suggestions for improvements• The role of events in generating traffic• Media preferences and the use of social media
After the retail trade zone was established, a phone survey was conducted for further information:
• Awareness of Sunrise MarketPlace• 90-day usage pattern• Frequency of usage• Advertising exposure and media preference• Impact of special events• Current use of social media
The research also revealed that the BID earned very high marks for the following programs and improvements:
• Attractive landscaping on streets and medians• Banners and signs that create a positive image for the District• District directories and maps with business listings• Festive holiday decorations• Sense of safety• Cleanliness• Pedestrian accessibility• Ease of movement within the District
The results of this extensive study were implemented in the 2010 media plan. District businesses interested in a short debriefing or copy of the research may contact
Marketing Director Liz Krohn at the office or [email protected].
11
PLANNING FOR A RENAISSANCE In 2007, the BID and the City of Citrus Heights embarked on a visioning project and in early 2008, released the report - A New Vision for Sunrise MarketPlace. The report presents exciting concepts for the transformation and evolution of the District. Although we took special care to make sure the report was actionable and would not sit on a shelf collecting dust, the economy forced us to take a longer view on its implementation. While it is up to our property and business owners to make the Vision a reality, our job is to encourage and assist our owners with the process. To that end, we’ve launched the locateinsmp project, which promotes District leasing opportunities both online (locateinsmp.com) and with broker information packets. We’ve attended trade shows, hosted a networking/leasing event last September with area brokers. We work with our owners to navigate the planning and entitlement requirements, especially when there are bumps in the process. Our recent Market Research project highlighted some opportunities for Economic Development. A committee has been formed to explore how SMP can be more proactive and aggressive in this arena. Please contact Kathilynn Carpenter at [email protected] if you would like to participate on the committee.
ECONOMIC DEVELOPMENT
ADVOCACYNot only has the BID been around for ten years, both its Executive Director and Marketing Director have been as well. That staff longevity and consistency results in great benefits for our property and business owners. Staff is here to assist with a variety of issues. Before you decide we can’t help with your situation, call us. The BID has long been a strong advocate for our business and property owners – attending planning commission and city council meetings and working with city staff and elected officials. We routinely work as a liaison on road repair, public safety, and promoting a business-friendly environment. The BID has also long served as the eyes and ears of the area. Our close relationship with the police department helps to mitigate criminal and
nuisance behaviors. Likewise, we interface with General Services to ensure the public areas are appealing and traffic runs smoothly.
We report pot holes and other road issues and work with owners to keep graffiti out of the area. We contract to pick up abandoned shopping carts. We let off-site owners know when there are issues such as illegal dumping, dead landscaping, overwatering and property damage or deterioration. We educate our owners on upcoming legislation and host seminars on important subjects that range from ADA compliance and recycling to revitalization grants and counterfeit money.
12
Outreach/AdvocacyIncreased outreach with both our stakeholders (you!) and customers is an important goal for the BID this year. Our new office and full time administrative assistant, Rebecca Kang, give us the ability to step up our efforts in this area. We’ve begun an outreach program with nearly 100 area apartment complexes, distributing SMP map guides and working on residential promotional opportunities.
This year we launched a series of business roundtables. The first one featured highlights on the market research project by noted researcher H. Blount Hunter. If there are topics of interest to you (ADA compliance, detecting counterfeit bills, social marketing, etc.), let us know.
We’ll continue to work closely with CHPD and City of Citrus Heights on issues of importance to our property and business owners.
Economic DevelopmentThe city announced a new business assistance program in the redevelopment areas. Those eligible businesses have been notified of the potential entitlements and we’ll assist them in navigating the permits and utilizing the tools available to them.
Many owners had complained that sections of the ordinance regulating signs was too restrictive, especially the height restrictions for monument signs in the District. Because of those concerns, the board established a special committee to review the city’s sign ordinance. The committee drafted recommendations which were presented and approved by the board. Staff has submitted those findings in a proposal to the City.
MarketingCurrent marketing activities are outlined in more detail on pages 6 and 7. On the near horizon is a major new web site. We’re excited to take the site to another level, considering the use of social media technology (Facebook, Twitter, etc.) and working to make our site interactive and fresh.
The site will strive to be the place that highlights the hottest trends and deals in the District. To be successful, the website must feature interesting and relevant content. Your participation in the next phase will be critical to attracting frequent visitation, usage and growth.
SMP OfficeHome Sweet Home! Perhaps one of the biggest investments the BID made last year was to open a storefront office in Sunrise Mall. Prior to this, SMP business was managed from the home offices of its staff. The office offers many benefits: a consistent and free meeting place for board, committee meetings and roundtable discussions; an opportunity to outreach to consumers and a presence that allows us to increase the awareness of our brand and services. And, for the first time in ten years, staff has a full time administrative assistant, which allows for increased productivity. Our office is located at 5912 Sunrise Mall (near Sears).
Board NewsThe make-up of the board of directors has changed. Some left the board and the District altogether (Gloria Wright, Inter-Cal Real Estate; Andrea Peacock, Marketplace at Birdcage; Debra Arnold, JCPenney). Some came back to the board and the District after being away (Christi Woodards, Sunrise Mall). Some are new to the board and the District (Angela Rezab, / Marketplace at Birdcage) and some are just new to the board (Jason Bollinger). We bid welcome to all our new board members and wish those who have completed their terms the best of luck. In January 2010, the board elected Peggy Anderson as their new Chairperson. Peggy is Vice President /Branch Manager of River City Bank.
THE FUTURE2010 AND BEYOND ...FOCUSING ON THE FUTURE
“We value our relationship with the SMP. We feel our close partnership helps make Citrus Heights a safe, fun, and profitable place to be.”
- Alex Turcotte, Seargent, Problem Oriented Policing Unit, City of Citrus Heights13
A copy of our complete financial statement is available upon request, for more information contact the Sunrise MarketPlace office.
STATEMENT OF OPERATIONS
$626,000
Marketing 69%
Other* 6% Contingency 1%
Banners 3%
Administration 21%
$708,692
2010 BUDGET - EXPENSES
*Bid renewal, maintenance, economic development and strategic plan
14
REVENUE 2010 BUDGET 2009 ACTUAL 2009 BUDGET
Assessment Income 626,000 626,616 632,000
Surplus 75,000 140,000 140,000
Other 7,692 8,132 9,000
TOTAL $708,692 $774,748 $781,000
EXPENSES 2010 BUDGET 2009 ACTUAL 2009 BUDGET
Administration 149,200 150,098 171,515
Banners/Signage 20,000 18,281 23,500
Marketing 489,492 462,122 496,800
Other* 40,000 67,517 76,000
Contingency 10,000 0 13,185
TOTAL $708,692 $698,018 $781,000
“I appreciate the recent effort you and the Sunrise Marketplace staff initiated on behalf of Marketplace at Birdcage. Your strategic alliance with our architect was a significant factor in helping to achieve a favorable outcome relating to the signage needs of Sports Authority.
I believe that your timely initiative in communicating with the city planning officials was instrumental.” -Doug Bailey, Vice President / Asset Manager, RREEF Retail Group
BID RENEWAL
In 2009 the BID was renewed for another five-year term.
Summary:
Term: No changes, the term remains at five years.
Boundaries: Essentially the same, with a few minor changes.
Assessment Rate: In light of the economy, the board voted to freeze the assessment at the current rate (5 cents per square foot of land for retail zoned parcels and 2.5 cents for office and recreation zoned parcels). The plan includes a maximum increase to 6 cents and 3 cents, which can be implemented after the first two years, by a vote of the board and approval of city council.
Services/programs: No changes, will include: marketing, special events, economic development, public safety, maintenance and advocacy.
15
Sunrise MarketPlace • 5912 Sunrise Mall • Citrus Heights, California • 916.536.9267
www.sunrisemarketplace.com
