Business Walk For Marana, Arizona

Executive Summary

December 2012

Purpose:

The purpose of this project has been to empirically identify the

current needs of Marana businesses by conducting surveys with

each participating business. This project was designed to initiate

and maintain a dialogue among the Town of Marana, the Marana

Chamber of Commerce, and local businesses. The ultimate goal

of this project is to gather information leading to better business

retention and a sustained economy for the Marana area.

Business retention is an important area of focus for the Chamber

and the Town of Marana, specifically the updated 2012 Strategic

Plan. The Business Walk Project was designed to highlight key

points of the plan’s Commerce Center Focus Area, which is to

“identify resources and strategies that support the retention of

existing businesses.” The Marana Chamber of Commerce views

the Business Walk Project as an important vehicle to strengthen

and sustain a dialogue between the business owners and the

Town of Marana.

Project Description: Methodology

Business Walk surveys were administered door-to-door to local businesses by teams consisting of one town member and one chamber member. In total, the teams visited more than 800 businesses. Types of businesses surveyed were, but not limited to: motels and restaurants, health care, retail trade, manufacturing, churches, professional and technical services. Each business owner was asked three questions:

1) How is business?

2) What do you like about doing business in this area?

3) What should be done to improve business?

The design of the project allowed one team member to ask the questions while the other

team member recorded responses. The survey questions were created to address three topics:

current business climate, pros of the area, and improvements needed to the area. Responses

were then quantified and analyzed to reveal points of interest for further investigation for the

Town of Marana and the Marana Chamber.

The geographic scope of the Marana was broken down into zones influenced by arterial roads, major corridors and shopping complexes. Types of businesses surveyed included: accommodation and food services, health care, retail trade, manufacturing, professional and technical services.

Walk I- March 21, 2012: Consisted of seventeen zones, comprised of 380 businesses along Westbound and Eastbound Ina Road including parts of Thornydale, River Road, West Costco Drive, Travel Center Drive, Orange Grove Road, and Camino Martin.

Walk II- May 30, 2012: Consisted of nines zones located along Eastbound I-10 Frontage Road, Westbound and Eastbound Cortaro Road, Northbound and Southbound Silverbell Road including parts of Wade Road, Twin Peaks, and Coachline Drive.

Walk III- September 12. 2012- Consisted of eight zones located along Tangerine Road including parts of Dove Mountain Blvd., and Thronydale Road, Avra Valley, Marana Regional Airport, and businesses of North Marana (ie. Sandario Road, Moore Road, Sanders Road and Luckett Road).

Insights and Findings:

Question 2:

Question two was designed to identify key attributes that business owners liked regarding doing business in the Marana area.

Top Themes: Walk I Walk II Walk III

Location 157 Location 64 Location 41

Customers 78 Safety Security 42 Community 29

Safety/Security 63 Community 37 Customers 28

Community 55 Customers 35 Safety Security 15

Total: 353 178

Question 3:

Question three asked participants to identify areas to improve business. The term ‘no comment’ was selected when participants responded that no changes were to be made.

Top Themes:

Walk I Walk II Walk III

No Comment 62 No Comment 20 No Comment 16

Other 61 Signage 18 Other 14

Signage 50 Marketing 12 Signage 11

Economy 47 Economy 9 Vacant Store Fronts 10

Marketing 43 Road Improvements 9 Economy 8

Business Sectors Interviewed

Industry Walk I Walk II Walk III Total Construction/ Contracting 23 5 15 43

Hotel 3 3 - 6

Manufacture 1 6 3 10

Massage 1 2 - 3

Real Estate 6 3 6 15

Recreation 2 4 2 8

Restaurant/Bar 44 31 11 86

Retail Sales 99 28 18 145

Service 141 92 39 272

Veterinary - 2 1 3

Not Specified 65 58 37 160

Total 385 234 132 751

Outcomes:

I. Follow-up Meetings

After reviewing the results of the project, the Marana Chamber organized meetings with key stakeholders to discuss the insights and results of the project.

Using the comments collected from Walks 1 and 2, a meeting was organized among Marana Chamber, the Economic Development Committee and Northwest Fire District. The purpose of this meeting was to address the concerns regarding the fire department and business community. From this discussion it became apparent that many of the business community’s frustration stems from the lack of understanding regarding the function of a Certificate of Occupancy, moreover business operators lack an understanding, specifically of the importance regarding fire inspections and which International Fire Code edition to follow.

Key meetings were held with Town of Marana’s Planning, and Economic Development Department,

and the Business Development Center to discuss strategies to address the issues mentioned from the survey comments. The purpose of these meetings was to create a holistic action plan between the Town of Marana and Chamber of Commerce.

II. Follow-up Comments

The purpose of follow-up contact is to identify possible solutions and get back to participants with individualized responses. Businesses received phone calls from the Business Development Center.

Qualitative analysis of business responses revealed common themes such as: Permits and Signage,

Economic Development, and Business Development. Many of the conversations were explanations of permitting processes. Comments from each Business Walk phase received a follow-up. It is important to note that Business Walk III participants produced the fewest follow-up responses.

III. Marana Land Development Code: Title 16 Signs

Signage was a top response regarding what should be improved in Marana.

Participants reported issues with the permitting process and restrictions. Business owners specifically mentioned the need to visit the municipal complex for the renewal process. Participants mentioned their need for more signage to increase business traffic. The Planning Department and Chamber of Commerce worked with the business community to identify specific needs and signage preference.

Moving Forward:

The information collected from the Business Walk produced valuable insights, which has ultimately produced a tool for which we can gauge the attitudes and sentiments of Marana’s business community. Moreover, the information collected from the surveys can be utilized to create holistic strategies for business retention and attraction for the Marana area. This can be done by continuing to focus on the key topics identified by survey responses.

The mission for the Marana Chamber of Commerce is to be the voice of business that

works to build economic growth and quality of life in our community. These endeavors include:

· Expanding and modifying the Business Walk Project to address the 450 Home-Based Businesses in the Marana area.

· Continuing to maintain the Business Walk database consisting of contact information for the businesses in Marana. This can be used for future surveys and follow-up questions.

· Continuing to initiate and maintain a dialogue among the Town of Marana, the Marana Chamber of Commerce, and local businesses to address any communication disconnections.

Summary:

The goal of Marana Chamber of Commerce in this project was to produce a body of work that discusses commerce and economic development in Marana. Moreover, to continue to identify resources and strategies that supports the retention of existing businesses.

Acknowledgments

The Marana Chamber of Commerce expresses their gratitude and appreciation to the Town of Marana and Chamber of Commerce volunteers, and to the participants of the Business Walk Project. Working together allows us to build a cohesive community and a sustainable economy.

Cover Page Images:

Blank, Otis. (2012, June 8). Marana chamber ‘steals’ Business Walk idea to retain business. Inside Tucson Business. Retrieved from http://www.insidetucsonbusiness.com/.