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Richmond Main Street

Board of Directors Retreat & Strategic Planning Session

Friday, February 22, 2013

9am 5pm

1. AGENDAa. Opening

i. Welcome: Cindy @ 9:15am1. Congrats on great work from last year; good job on getting the PBID passed.

Thank you to the group & welcome to new board members: Jo-El, Adonna, &

Billy. Busy year ahead.

ii. AE: Intro of facilitator: Barrie Hawthaway (ED, Stride Center): BHgreat to see new faces.Hopeful for todays retreat. Todays theme: we got our goals from 2012 accomplished

(PBID) now what do we do with it? Role: get ideas out, make sense of them, get focused.1. BH: Quick Introductions (Name: how long on board, one thing to accomplish for

today)

a. Charlene Smith (CS): 3 years, chair of ERC 2 years, (new secretary ofboard), move forward with outline/vision for PBIDway to leverage PBID

in first year to create a good start point to justify the PBID and explore

additional funding (PBID services)

b. Adonna OSullivan (AO): brand new board member, today wants to learnabout the board, represent Kaiser Permanente and the community, be a

part of the community, and learn how KP( KP) can be at the table

c. Arnie Kasendorf (AK): since beginning (past chair), where RMSI is going interms of businesses Downtown, how are we going to do it, who are our

partners (ex: new BART parking lot with commercial spaces available,

who is working to fill those spaces?); more development Downtown to

attract residents

d. Jo-El Schult (JS): brand new member, more businesses in Downtown, fillvacant storefronts, representative of Planned Parenthood and community

it serves; interested in Promotions Committee, fostering positive

relationships; building relationship with current board members to learn

about organization and how to accomplish goals of bringing new business

to Downtown (active recruitment? How are the spaces going to be filled?Who is working on the recruitment?)

e. Cindy Haden (CH): board chair, chair of C&S, structure for RMSI to goforward with business attraction, changing the image of Downtown,

change in the Committee reporting structure (to know what is going on in

each committee, be able to affect change if needed)

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f. Billy Ward (BW): 2 months, be a part of the redevelopment of Richmondand assist in any way possible; clarity about direction of RMSI and role in

work

g. Amanda Elliott (AE): ED, almost 6 years, build on success of getting PBIDimplemented, use RMSIs good standing in the community to build upon

success of 2012, goals and structure of business attraction

h. Alicia Gallo (AG): staff, nearly 3 years, clear understanding of PBID inimplementation phase and business attraction goals

b. Overview:i. Review Agenda: No changes requested

2. ORGANIZATION ACCOMPLISHMENTS & CHALLENGES (2012)a. ED address (AE): Big thanks to board (CH, CS, XA, MA especially) in getting the PBID passed. Weve

seen growth with partnerships (esp. EBCPA) and events. Farmers Market was a good addition;

excited to have it coming back 2013. Small business development classes are growing; a lot of

great things have happened within the organization and there is a lot to build on moving forward.

We will need a lot of support and help to make all the PBID goals and vision work. Future: figuring

out how we build on the work already accomplished; bring new businesses Downtown (as wanted

by community, board, and funders (LISC)).

i. CH: Concern: open communication with board chair regarding stress levelsb. ERC (CS): Main priority & work in 2012 was getting PBID passed (outreach, education, stakeholder

meetings, ballot process, etc.); work dropped off after PBID passed. Work to research/pursue

additional funding sources did not take place. For 2013: stay focused on PBID (implementation),

pursue additional funding sources to leverage PBID (multi-year funders, national funders,

different categories of funders than before) to build on what committee & organization has been

doing.

c. C&S (CH): NAP is doing a good job of keeping corridor clean & safe; 2013: excited about newcompany to take over and expand clean & safe work; integrate Rubicon partnership with new C&S

company; project: business outreach with police officers and/or code enforcement with RMSI

representative, bring business resources along

d. Promo (JS): 1st meeting on 2013: looked at 2012 events (attendance vs cost), combining events(Farmers Market with MoM) on same day, not necessarily in same spacetangible goal for 2013.

3. PLANNING FOR 2013 (10am-12:15pm)a. Looking at MDP and brainstorming on ideas for PBID goals and/or organization (10am-10:50am).

Prioritizing goals (11am-12pm)

1. Billy Ward:a. (PR/PL) Incentive package for existing Richmond & surrounding area to

expand or move to Downtown

b. (PA) Attend city council meetings as unified group (wear name tags)more presence at city council meetings

2. Janet Johnson:

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a. (PA) Target marketing for a sit-down restaurantb. (PA/PR) Engage BART as property owner and community representative,

Zachary

c. (PR) RMSI to be a part of BARTs marketing outreach of parking structurecommercial spaces (bring community wants for business types acquired

from January Stakeholder meeting); street banners (welcome to

Downtown)

d. (PA) Collaborate with EBCPA to focus on nighttime entertainment3. Cindy Haden:

a. (PO) Clear picture of committee structure for PBID (who is responsible forwhat)

b. (PR) Develop a Downtown promotional packet for prospectivebusinesses (media outreach)

c. (PA) Work with property owners of vacant buildings/lots to encouragethem to make use of properties

d. (PA) How do we make sure we are involved in decisions/discussionsregarding Downtown

4. Jo-El Schult:a. (PO) Address parking issues (especially for employees)b. (PO) More/better placed trash cansc. (PR) Change image of Downtown (balance between appealing to locals

& non-locals)

5. Arnie Kasendorf:a. (PA) New businesses Downtown to increase income of all parties

involvedenlist Jael (new councilmember) to get new businesses

Downtown (valuable asset for RMSI)

b. (PR) Song/jingle/motto developed for Downtown (contest)6. Adonna OSullivan:

a. (PA) Determine alignment with area groups regarding business attraction(RCOC, council, City, etc.)

b. (PL/PR) Determining and driving Downtown identity and visionc. (PR/PA) Build on KP experience that a lot of patients perceptions of

Downtown are changed once they visit

7. Charlene Smith:a. (PL) Successfully put together package (strategic plan, development

model) that RMSI can use to leverage the PBID and attract further

support (funding), hopefully on a multi-year basis. Making time to do

research/target/outreach on institutional funders/investors (local,

regional, state, national)i.e. Development plan

b. (PR) 2-week community calendar (night-time)businesses open,meetings taking place, events/entertainment, etc.

8. Amanda Elliott:

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e. Map district & strategically locate businesses (by type) to drive traffic; Cathy: to come & walkthrough to help steer

i. Charlene: poll Metro Walk residents on consumer potential & wantsf. Make sure businesses fit the neighborhood needs/wantsg. Roll up the Gates event: retail space preview event/mixer, invite local businesses to attend and

look at space, connect with owners

i. Q: How do you sell opportunity to potential businesses?1. Go to meetings, up-talk the district2. Value cardsdiscount card/pass to encourage people to shop Downtown in

exchange for email address

h. Take prospective businesses on a walk Downtown & make pitch3. 1st Steps for 1st Year

a. Get by-laws establishedi. Use other BIDs as reference: Temescal, Ocean Ave (with edits), CAMSA members

b. Put together good planc. Get Clean & Safe established and visible progress in first year

i. How to communicate success?1. For absentee property owners: send newsletter2. Once a year: property owner survey3. Aps to report incident: City Sourced, Block by Block/SGI, Comnet (?)4. Before & After pictures5. Before & After anecdotes from businesses regarding transient issues

d. Have patience4. District Identity

a. Signage will make a differencesign campaign through the Cityi. Banners: find good contractor, get multiple sets so can change out, see if contractor can

store banners (contractor gets permits from City)

b. Unifying factor?: shop local campaign (signs in storefronts), window campaigns, work withproperty owner to write storefront design into lease agreement, consultations with businesses,

before & after numbers with businesses who have updated storefronts

c. How to figure it out? Whats going on in the district and whatever message RMSI wants to conveyi. Banners are a good place to start; work with a designer; contest (?)

1. Start with simple, eye-catching banner design2. Look at banners in other neighborhoods3. Resource: Yerba Buena CBD, Cathy Mopin

d. Buzzwords for districtdraw businesses & traffic5. Homeless population

a. Good relationship with public safety personnel6. Development Suggestions:

a. Avalon Bay (quick construction, focus on grocery store, incorporate public squares)b. Sara Filly: pop-up hood (Old Town Oakland)

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c. Urban Markets (group), Elden Scott: specialize in public markets, work with developers to utilizecommunity space with shipping container stores (temporary); good at working with cities

d. Food trucks: Off the Gridi. Reach out to HR department @ Social Security & Adonna @ KP to survey workers on what

their workers would support. Take results to food trucks, offer marketing, ask for trial run.

ii. Combination businesses: ex. Florist/caf/Internete. Business Incubation Program

i. Types (XA):1. Food hall to establish customers2. Start-ups: help with paperwork, finding space, signage, etc.3. Established looking for help with next step

ii. Suggestions (Cathy):1. Create criteria for RMSI assistance vs. referral to BDCs or other resources

Cathy return visit: Downtown walk & map, marketing plan. Amanda will schedule.

Board Members Recruitment:

Jo-El a proxy for Mr. Nasser?

Tyann or Cliff Sorrell as proxy for Dave Trussell

Reach out to BART, County, Mr. White

Mr. Navi, Walgreens Manager

Action Plan for 2013:

Changes:

a. Promotions/Design Committeea. Members

i. Add Billyii. Add Adonna

b. Prioritiesi. Keep AIW

ii. Draft more realistic banner campaign budgetiii. Move Pop-up business and store front assistance to ERCiv. Commercialv. MoM: reduce to 2 concertsvi. HVFS: support from HEAL, think about time/location, combining with other

events

vii. Farmers Market: how to enhanceviii. Add Zumba

b. Clean & Safe Committeea. Members

i. Add Adonna

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b. Priorities:i. Community Clean Upspostpone until summer; special projects (window

washing, corner focus)determined by scope of work of service provider

ii. Remove Beautification Campaigniii. Update NAP budget to $109Kseparate service provider contract and other

expenses

c. Economic Restructuring Committeea. Priorities

i. PBID sustainabilityMISC

MTC community outreach meeting @ RMSI: Wednesday, March 20, 6-8pm. Board invited to

attend.

Meeting Adjourned: 5pm