Arlington Economic Development Commission …...Arlington Economic Development Commission 1100 N...
Transcript of Arlington Economic Development Commission …...Arlington Economic Development Commission 1100 N...
Arlington Economic Development Commission 1100 N Glebe Rd, #1500,
Arlington, VA 22201
Business Meeting Minutes Tuesday, November 12, 2019
Member Name Present Absent Bates, Kate X Blenkle, Andy X Caiazzo, Jill X Denning, Tim X DePalma, Lindsey X Drzewiecki, Brian X Dunn, Bill X Jensen, Tom X Kumar, Neal X Merlene, Nicole X Ninassi, Carlo X Patel, Toral X Pedowitz, Scott X Poli, Frank X Saint Juste, Guy X Sampaio, Flavia X Schoenfeld, Mary Margaret X Singh, JJ X Sisk, Avril Ussery X Walsh, William X
1. WELCOME AND CALL TO ORDER The regular meeting of the Arlington Economic Development Commission was called to order by Vice Chair DePalma at 8:05 AM. 2. APPROVAL OF MINUTES Motion made by Commissioner Drzewiecki and seconded by Commissioner Ninassi to approve the minutes of the October 8, 2019 meeting. Motion carried unanimously.
3. CHAIR’S REPORT • Vice Chair DePalma reminded Commission Members that County Board Liaison Libby Garvey will be
attending the December 10th meeting of the EDC.
4. DIRECTOR’S REPORT • Interim Director, Alex Iams reported that it has been one year since Amazon selected Arlington for its
HQ2 location. He updated Commissioners on the activity that has taken place since then including work on the east entrance to Metro in Crystal City and the completion of a funding plan for the pedestrian bridge to DCA.
• Iams also reported that the County Board will hold a public work session on the Columbia Pike Market Study in December.
5. INFORMATION AND DISCUSSION ITEMS
AED Business Recruitment and Retention Strategies Post HQ2 – Marian Marquez and staff members from AED’s Business Investment group (Alex Taylor, Sindy Yeh and Katie McConnell) presented to the group (see Attachment 1).
4. WORKING GROUP UPDATES: • Workforce Task Force: Chair Sisk reported that the Task Force will be presenting its recommendations
to the EDC in December. • 4MRV Arts & Industry District Study – Commission Member Schoenfeld reported that Phase 2 of the
project will start in December.
5. OLD BUSINESS • None.
6. NEW BUSINESS • None.
7. ADJOURNMENT The meeting was adjourned at 9:28 AM.
The next meeting of the Economic Development Commission will be held 7:45 AM, December 10, 2019. A recording of the meeting may be heard by contacting the AED offices.
Business Recruitment & Retention Strategies Post HQ2NOVEMBER 12, 2019
Business Investment Group (BIG) TeamBusiness
Investment Group
Business Recruitment
Business Recruitment
Fast-Growing Startups
Business Intelligence
Real Estate/ Demographics
Marketing
Grants Management/
CRM
BRE & International
BRE Services
BIG 2015: The Way ForwardIn 2015, AED was allocated additional marketing budget and five new BIG positions to implement the “Way Forward”
“Way Forward” goal to attract and retain fast-growing tech companies to diversify Arlington’s economy and cut commercial vacancy in half by 2021
BIG resources were highly focused on marketing and branding Arlington as a tech hub with the exciting result of winning HQ2
Office Vacancy Rate: 2Q 2012 – 3Q 2019
12.7%
21.0%
16.7%
18.6%
16.2%
10%
15%
20%
25%
NSF
Source: CoStar 10/27/19, AED
FY 2015 – FY 2019 Successes
181Companies
13MTotal Square
Feet
79KTotal Jobs
Retention Successes FY 2015 – FY 2019
32Companies
2.5MTotal Square Feet
13KTotal Jobs
Federal Government
71%
Nonprofits9%
Professional Services
9%
Tech 7%
Expansion Successes FY 2015 – FY 2019
64Companies
2.5MTotal Square Feet
20KTotal Jobs
Professional Services
41%Media19%
Tech25%
Nonprofits and Association
6%
New Business (excluding Amazon) FY 2015 – FY 2019
84Companies
2MTotal Square Feet
8KTotal JobsConsumer
Products24%
Nonprofits 19%
Tech35%Professional
Services7%
New Business (including Amazon) FY 2015 – FY 2019
85Companies
8MTotal Square Feet
46KTotal Jobs
Tech83%
Consumer Products
6%
Nonprofits 5%
BIG 2019: The Way Forward Post-HQ2 BIG’s marketing and lead generation efforts over the past four years, culminating in successful HQ2 bid, have clarified Arlington’s most valuable win themes (talent, livability and connectivity)
BIG 2.0: Realign resources to seize upon HQ2 momentum while incorporating lessons learned and addressing new challenges Business Recruitment More targeted and strategic outreach utilizing
external marketing and lead gen firms Business Retention Allocate additional resources to focus on supporting
existing businesses
FY 2020 Marketing & Branding Efforts
Marketing and Communications Strategy and Messaging Plan• Create plan that integrates Arlington’s win themes into AED’s overall marketing efforts to reach
targeted audiences
Design and Branding• Create brand and style guide consistent with strategy and messaging plan and implement new brand
via AED’s various marketing channels (print, digital, social, etc.)
Marketing Support• Provide ongoing support for a variety of marketing/communications efforts, which could include trade
shows/marketing missions, traditional press, digital, social, podcasts, web design, special event planning, etc.
Northern Virginia Economic Development Alliance* (NOVA EDA) announced September 2019
AED will engage an external firm to develop a targeted marketing plan to assist BIG’s business recruitment and retention efforts, leveraging Arlington’s win themes in a post-HQ2 world:
*NOVA EDA website: http://novaeda.org/
FY 2020 BIG Program GoalsTotal SF of New, Retained & Expanded Companies
Total Created and Retained Jobs
Companies Relocating or Expanding
Welcome Letters
Distinct Engagements with Existing Companies
Close Rate of Company Announcements to Active Prospects
800K
3,200
35
40%
1,700
200
Successes CY 2019 to Date
Notable Successes CY 2019 YTD
Company Type
Amify New Business
APT Expansion
block.one New Business
Evolent Health Retention
Nestlé USA Expansion
PBS Retention
PTO Retention
Yext New Business
v740KTotal Square Feet
3,400Total Jobs
17Successful Projects
Business RecruitmentFY20 GOALS: 350,000 SQUARE FEET AND 1,600 JOBS
The Way Forward
Doubling Down in a Post HQ2 Arlington
Marketing, Networking and
Engagement
Enhance Existing
Programming for Lead
Generation
Build Processes for Internal and External Lead
Generation
Square Feet and Jobs
Networking & Engagement
Site Selector & Broker Engagement
National Site Selector Engagement1. Participate in targeted networking & promotional
opportunities through VEDP2. Leverage regional partnerships (NOVA EDA)3. Strategic digital targeting campaigns to target site
selectors
Local Broker Engagement1. Engage with building landlords and broker reps to coordinate on marketing materials and messaging2. Annual presentations to brokerage firms3. Increased staff participation in NAIOP, AREG, CREBA and
other regional/local networking groups
Goal: To cultivate relationships with decision-makers for high-profile, large corporate and regional office users to distribute key messages and win themes and gain awareness and involvement with major corporate relocations and/or expansions.
Internal Lead Generation & Pipeline Enhancement
Targeted ProgrammingGoal: Establish Arlington as a thought leader for innovative programming to generate added exposure and earned media in areas read or consumed by fast-growing companies and site selectors
Lead Generation & Pipeline Enhancement
External Lead Generation: Targeted Call TripsGoal: To engage with companies and key stakeholders in strategic industries or geographic locations by leveraging internal research and external lead generation firm outreach to companies and set appointments in each city and/or conference attended by AED staff.
Collision ConferenceStaff to attend conference
AED to bring 6-8 Arlington companies to showcase
BDM’s to leverage consultants to set 10+ meetings with young, scaling technology
companies showcasing at the show
International Call TripsCall trips to target markets based around
conferences in key sectors, leveraging VEDP and/or lead gen firm:
•IT-SA Security Expo ( Germany)•UK Call Trip
West Coast Engagement:
Corporate HQ & TechSeattle Call Trip
Southern California Call Trip
Small & Intimate Technology Conferences
Inc. 5000 Conference (October, Phoenix)
TechDay New York (April, NYC)
Tech Inclusion (September, San Francisco)
ICF Global Summit (June, NYC)
Business Retention & ExpansionBRE FY20 GOALS: 450,000 SQUARE FEET AND 1,600 JOBS
BRE Successes FY 2015 – FY 2019
96Companies
5MTotal Square Feet
32KTotal Jobs
Business Retention & Expansion Program
Program GoalEngage local businesses through best in class customer service, resources and programming so that companies choose to stay and grow in Arlington, thereby creating additional jobs and lowering the County vacancy rate
Core BRE Tools & Services• Executive Networking Opportunities• Marketing & Promotional Services• Business Intelligence & Research • Liaison Services
Strategic Initiatives FY 2015 - 2019• Introduced annual strategic business outreach plan for expiring leases
and large tenants (> 50,000 square ft)• Expanded and upgraded BRE programs (Arlington Premiere, industry
roundtables, tradeshows, Business Appreciation Month activities)
Business Retention & Expansion Program: Looking Ahead
FY 2020+ Strategy
Increase AED touchpoints with existing businesses and allow for more targeted and thorough programming with additional resource allocation
New Hire focused on local Innovation Economy
• Cultivate pipeline and network of fast-growing companies in Arlington• Develop strategy to support this network through value-add services &
programs
Expand BRE programs and engagements based around priorities and pain points identified by existing businesses• Workforce: Talent attraction & pipeline development• Amazon HQ2 Support
• Innovation campus & university engagement• Increased business activity associated with HQ2 ramp up