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8 5 19 Work Session Materials_Washington Neighborhood Analysis UpdateMasterpiece on the Mississippi Dubuque band AI- America City IIIii! 2007 • 2012 • 2013 TO: The Honorable Mayor and City Council Members FROM: Michael C. Van Milligen, City Manager SUBJECT: Work Session -- Washington Neighborhood Market Analysis Update DATE: July 30, 2013 Planning Services Manager Laura Carstens is transmitting the material for the Washington Neighborhood Market Analysis Update Work Session. Michael C. Van Milligen MCVM:jh Attachment cc: Barry Lindahl, City Attorney Cindy Steinhauser, Assistant City Manager Teri Goodmann, Assistant City Manager Laura Carstens, Planning Services Manager THE CITY OF Dubuque DUB 111141A11- Americacit� MEMORANDUM Masterpiece on the Mississippi Zoo, I I I . Zo,, TO: Michael C. Van Milligen, City Manager FROM: Laura Carstens, Planning Services Manager SUBJECT: Work Session -- Washington Neighborhood Market Analysis Update DATE: July 29, 2013 Introduction This memorandum transmits materials for review and discussion at the City Council's work session on August 5, 2013. Discussion City staff and consultant Scott Goldstein, of Teska Associates, will review initial revitalization efforts in the Washington Neighborhood, and two recent studies. The presentation will conclude with findings, results, and what's on the horizon. Teska Associates worked with neighborhood residents and businesses, community stakeholders, and City representatives to develop the 2009 Washington Neighborhood Plan adopted by the City Council. The Washington Neighborhood Plan has three core areas: Economic Development; Housing; and Families, Youth, & Education. To address perceptions and challenges facing the Washington Neighborhood in these core areas, City staff and consultants from Enquire Research worked with residents, businesses, and other stakeholders to create the enclosed 2012 Marketing Plan. The Washington Neighborhood Plan also included a market analysis of demographic, economic, and housing characteristics. Since 2009, there have been significant changes in the economy and revitalization initiatives in the Washington Neighborhood. The enclosed 2013 Market Analysis Update will be reviewed at the work session. Requested Action The requested action is to transmit the enclosed materials for the work session. Enclosures cc: Alvin Nash, Housing and Community Development Director Jerelyn O'Connor, neighborhood Development Specialist Phil Wagner, Acting Economic Development Director Kris Neyen, Rehabilitation Programs Supervisor Megan Starr, Economic Development Coordinator Scott Goldstein, Teska Associates T: \Washington Neighborhood Foundational Documents \Wash Nbhd Work Session Memo to MVM.doc W A I;M,7718M ei iCALLIOS Washington Neighborhood Marketing Plan Prepared by Debra J. Dahab and Lori Vidlak Enquire Research November 2012 Table of Contents Background and Process 3 Community Overview 3 Strengths and Challenges 10 Marketing Plan Approach 11 Marketing Objectives 11 Brand 12 Marketing Goals and Target Markets 14 Marketing Strategies Goal #1 15 Marketing Strategies Goal #2 19 Messages, Targets, and Tools 21 Implementation 23 Evaluation 24 Appendices 25 Work Plan Campaign Example Sample Good Neighbor Pledge Positive Story Ideas Maps Washington Neighborhood Marketing Plan 2 Background and Process This marketing plan for Washington neighborhood in Dubuque, Iowa was developed for Community Housing Initiatives (CHI) as part of a Neighborhood Marketing Program supported by NeighborWorks America Sustainable Communities Program. Community Housing Initiatives (CHI), a NeighborWorks Network affiliate serving communities across the state of Iowa, has been working with the City of Dubuque since 2006, and completed the redevelopment of the 36 -unit Washington Court Apartments in 2009. CHI has made a long -term commitment to real estate development in the Washington neighborhood, focusing on the rehabilitation of the aging housing stock. Washington Neighborhood Development Corporation (WNDC) is a key CHI partner in redevelopment efforts and has worked in the neighborhood since 2009 building relationships with residents, businesses, and other stakeholders. Consultants from Enquire Research visited Dubuque during the week of August 10, 2012, and met with a wide variety of stakeholders, including residents, city officials and staff, business owners, Realtors, social service agencies, churches, WNDC staff and board members, landlords, and school officials. Overall, we met with more than fifty individuals either in person or in subsequent telephone or email conversations to inform the development of the marketing plan. A draft was presented to stakeholders for comment and their suggestions were incorporated into the final document. Community Overview Dubuque, located on the Mississippi River, is Iowa's oldest town and home to 57,637 residents. Washington neighborhood, one of Dubuque's oldest and most diverse neighborhoods, covers 55 square blocks and has 1,900 residents. The neighborhood sits directly north of the city's downtown and is bounded by Elm Street on the East, 22nd Street to the North, Central Ave. on the West and 11th Street to the South. In the northeast corner, Kniest Street forms a diagonal boundary. Washington Neighborhood Marketing Plan 3 Washington Neighborhood Neighborhood Associations 11141Mfillarl -Ii Legend Neighborhood Associations Washington Neighborhood Broadway Extended MIDowntown Neighborhood Council Historic Bluffs Neighborhood North End Neighborhood Point Neighborhood Valley View Neighborhood Map provided by the City of Dubuque Like the downtown and the adjacent older neighborhoods, Washington neighborhood has many historically significant residential and commercial structures (see maps in the Appendix). Eighty -six percent of the properties were built prior to 1939; many of the buildings date to the 1880s and 1890s. Exterior architecture on many of the older structures remains basically intact. The architectural detail adds historic charm to the neighborhood; however, the age of the housing and commercial stock creates challenges for maintenance and property values. The neighborhood's first residents were German and Irish immigrant families who found work in the commercial and industrial areas nearby. Parishes and churches were the center of many family and community activities. There is architectural uniformity and a consistent visual "rhythm" as distinctive brick homes with stone detail nestle close together and share tree -lined street space with wood - sided homes reflective of classic styles. Front porches are common and porch rehabilitation has been a focal point of city efforts to maintain the historic integrity of homes in the neighborhood. Central Avenue is the main commercial corridor and a primary thoroughfare. It has many historic buildings that could be restored to their former elegance with sufficient care and resources. Most commercial buildings have potential residential space on the second floor. Washington Neighborhood Marketing Plan 4 Central Avenue merchants currently include bars, restaurants, pawnshops, computer repair, an animal hospital and a hardware store. Other commercial sites are scattered throughout the neighborhood, often located on street corners, including shops, bars, and repair services. The Five Points area at the north end of the neighborhood lacks the historic character of the rest of the neighborhood but offers the services of a full- service grocery store, pharmacies and fast food restaurants. The neighborhood includes Prescott Elementary, a charter school built in 2005, Crescent Community Health Center, Orange Park, several churches, financial services, the Washington Tool Library (a tool lending service staffed by volunteers), and numerous social service agencies. The adjacent Downtown District has seen millions of dollars of investment in recent years and offers festivals and other forms of entertainment, plus a wide variety of restaurants, shopping, and hotels. The City has been very successful in attracting new employers to the city and the downtown area. Redevelopment is currently underway in the Millwork District, which borders Washington neighborhood to the south. Projects include the renovation of a warehouse into apartments, artist studios, and a food co -op. The Bee Branch Creek Restoration & Gateway borders the upper northeast boundary of the neighborhood at Kniest Street, providing treed green space and connecting to recreational trails and park space. The neighborhood is also close to the Pack Site, which was slated for large -scale retail development until the recent economic downturn put the plan on hold. Washington Neighborhood Marketing Plan 5 Washington By the Numbers Washington neighborhood is home to 1,923 residents, up from 1,654 in 2007. It is a relatively "young" neighborhood, with 28% of residents under the age of 18, compared to 21% in the City as a whole. There are more residents aged 25 to 34 and fewer residents over age 65 compared to Dubuque. The average household size, according to the 2010 US Census, is 2.4, up from 2.02 reported in 2007. Residents are racially diverse; 22% are Black or African American; 3% are Hawaiian or Pacific Islander; and 4% are some other race. The percentage of White residents is 69 %, in contrast to 93% for the City. The neighborhood has become more racially diverse; for example, African Americans made up 9% of the population in 2007 (Community Assessment and Revitalization Strategies Washington Neighborhood: Revitalize! Initiative, April 2009). The majority of residents have low to moderate - incomes, with 50 -55% of households reporting annual income less than $25,000 and 80 -85% reporting incomes under $50,000. The median income is $19,466 (Tract 1) and $25,830 (Tract 5) compared to $42,788 for Dubuque. There are 799 occupied housing units according to the 2010 US Census, including 450 single - family and duplex units. The vacancy rate in 2010 was 13.7% compared to 13% reported in 2007. Seventy -three percent of the units are renter - occupied, compared to 34% for the City. Washington Neighborhood By The Numbers* Washington City Total Residents 1,923 57,637 Children underage 18 28% 21% Residents age 25 to 34 17% 13% Residents over age 65 8% 17% White 69% 93% African American 22% 5% Median Income $19,466 (Tract 1) $42,788 $25,830 (Tract 5) Income Categories Tract 1 (Tract 5) City Under $25,000 54.9% (47.5%) 26.5% $25,000 - $34,999 15.6% (17.6 %) 14.0% $35,000 - $49,999 12.0% (15.6 %) 17.1% $50,000 - $74,999 7.4% (12.7 %) 19.1% $75,000 and over 10.1% (6.6 %) 23.3% Education Tract1 (Tract 5) City Age 18 -24 Less than high school 21.1% (27.6 %) 8.5% Bachelor's degree or higher 28.9% (3.9 %) 10.2% Age 25 and over High school or higher 69.7% (83.1 %) 88.4% Some college or Associates Degree 23.4% (38.8 %) 25.0% Bachelor's Degree or higher 12.4% (5.9 %) 26.4% Housing Tract 1 (Tract 5) City House Units - occupied 799 Single- family and duplex units 450 Vacancy rate 13.7% 6.1% Owner- occupied 27.3% 65.7% Household size 2.41 2.28 "AII information except Income and EducationaIAttainment is from the 2010 USCensus Income and education information is from estimates by the US CensusAmerican Community Sun+ey for 2005 - 2009 for Tract 1 and Tract 5. Washington Neighborhood Marketing Plan 6 Redevelopment Program: Washington Revitalize! In 2004, the City of Dubuque kicked off Washington Revitalize! a comprehensive program to revitalize Washington neighborhood. A visioning process was completed in 2007 (Washington Neighborhood Revitalize! October 2007); in 2009, a Citizen Coordinating Committee of residents, business owners, public officials, employees, and property owners developed a plan with strategies in three main areas: economic development; family, youth, and education; and housing (Community Assessment and Revitalization Strategies "Washington Neighborhood: Revitalize!" Initiative, April 2009). The goal of the plan is to inspire stakeholders to collaborate with the City to continue neighborhood improvements to revitalize the historic core. A major outcome of the planning process was the creation of the Washington Neighborhood Development Corporation (WNDC) in 2009. WNDC is responsible for promoting a variety of activities in the neighborhood, including resident engagement, business development (particularly in the Central Avenue area), and marketing the neighborhood to attract homebuyers and new business investment. "The mission of Washington Neighborhood Development Corporation (WNDC) is to empower people and revitalize Washington neighborhood in a sustainable manner by leveraging public and private resources to promote housing, economic opportunity and human potential." The City estimates that $33 million has been invested in Washington neighborhood to date. This includes $8 million from the City of Dubuque, $11.5 million in private investment, and $13.4 million for Prescott School. In the past six years, the City has helped 46 buyers purchase and /or rehab their first home, provided 79 new and existing homeowners with rehab funding, and helped improve 30 rental properties with HUD HOME and lead -based paint funding. Rehab programs include construction of historic front porches with a two -fold purpose: bringing back the turn -of- the - century look of the homes and encouraging people to spend time on the porch and with their neighbors. Housing projects have included a partnership between the City and Dubuque Bank & Trust Community Development Corporation to purchase and rehab the Washington Street Row Houses and a $7 million redevelopment of the Dubuque Casket Company into the 36 -unit Washington Court Apartments and Crescent Community Health Center by Community Housing Initiatives and Gronen Properties and Gronen Restoration. CHI, WNDC, and the City of Dubuque continue to use private and public funds to acquire and rehabilitate targeted properties in Washington neighborhood. Washington Neighborhood Marketing Plan 7 Real Estate Market resulting in a financing gap and disincentive to private investment. According to the Dubuque Multiple Listing Service (MLS), 30 single - family dwellings in Washington neighborhood sold between October 2009 and August 2012, with a price range of $10,600 to $146,000. The median sales price was $32,250. Average sales to list price for the properties was 80% compared to 97% for all single - family Dubuque listings for the same time period. The average number of days on the market for Washington neighborhood listings was 83, compared to 76 days for Dubuque. These sales do not include transactions outside the MLS, including the Washington Street Row Houses, which were sold by the city and by Dubuque Bank & Trust CDC and priced at $95,000 and $85,000; and other City -owned rehab properties. There were 18 multi - family sales in Washington neighborhood through the MLS for the same time period, with sales price ranging from a high of $25,500 to $252,500. Realtors who met with consultants during the site visit said that the appearance of the neighborhood and perceived safety concerns deter some prospective buyers. The age of the properties, deferred maintenance and the functional obsolescence of many buildings add to the challenges. The cost of purchase and rehab can exceed market value, The lack of off - street parking can be an additional barrier to sales. Realtors observed that buyers have purchase alternatives in other neighborhoods they perceive to be "safer" or a "better investment." The Realtors we spoke with would like to see the City adopt a more consistent rehabilitation approach that focuses on entire blocks, as they believe that would show more progressive success in property improvement (see map Improvements in Washington Neighborhood Properties in the Appendix). Washington Neighborhood Marketing Plan 8 Incentive Programs Washington neighborhood homebuyers may qualify for up to $40,000 in purchase incentives through a combination of 0% interest, forgivable purchase and improvement loans and deferred - payment (due upon sale) loans for the purchase and rehab of existing homes. A tax abatement program eliminates increases in property taxes on improvements to the home for 10 years. This abatement program also applies to commercial properties for a three -year term. Current neighborhood homeowners may also qualify for 5- year forgivable home improvement loans up to $5,000. Unlike programs targeting other areas of the city, there are no income eligibility requirements in the Washington neighborhood. HOMEOWNER PURCHASE INCENTIVES $ Amount Interest Term $5,000 0% 5 -year forgivable $10,000 0% Deferred payment (due on sale) • No income requirements • Can be used for owner - occupied single family or duplex • 20% of purchase price up to $15,000 • Borrower must put 3% down, 2% can be gifted • Home must be inspected and any code violations corrected • Buyers must complete a homebuyer workshop • Iowa Housing Finance Authority offers an additional $2,500 in down payment and closing cost assistance • 10 -year property tax abatement on improvements • Buyer maybe eligible to receive the entire package Washington Neighborhood Marketing Plan HOME IMPROVEMENT INCENTIVES $ Amount Interest Term $5,000 0% 5 -year forgivable $10,000 0% Deferred payment (due on sale) $10,000 0% 20 -year term; $42 per month • No income requirements • Can be used for owner - occupied single family or duplex • Buyer can receive the entire package of purchase incentives plus all the home improvement incentives on a city rehab property, as rehab costs are passed to the buyer in the purchase price • 10 -year property tax abatement on improvements BUSINESS INCENTIVES Facade Improvement Grant Up to $50,000; $30,000 level 1 with 2:1 city /owner match; match for level 2 is 1:1 Review by WNDC, Econ Dev Dept and City Council approve Downtown Rehabilitation Loan Program Up to $300,000 during the life of the building; 3 %; 20 -year term; includes employment and housing incentives Must be approved by the City Council and Econ Dev Dept Planning and design and facade grants available through the City. Dubuque Main Street also has programs • 3 -year property tax abatement available for commercial • Tax- increment - financing in the Downtown Urban Renewal Area, which includes Washington neighborhood • Preference to Central Avenue building owners 9 Strengths and Challenges The following lists are based on meetings with stakeholders, review of materials, and the consultants' observations. engtjs Community Oriented Policing (COP) program. Substantial city investment in housing rehabilitation and infrastructure. Emphasis on sustainability. City commitment to the historic integrity of the neighborhood and quality rehabilitation. Multicultural center in the neighborhood and commitment by the City to make Dubuque an inclusive community where all people feel welcome. Private investment in Casket Company rehab. New property owners are excited about the neighborhood. Some businesses are invested in the neighborhood and want to be a part of improvements. Neighborhood businesses interested in starting business association. Lenders have supported the neighborhood. Neighbors are interested in helping one another. Charter school with an attractive facility, quality programming, and a principal who is interested in marketing the benefits of the school to the community at large. Blocks that have benefited from homeowner loan programs for maintenance and improvements. Exterior residential improvements, including porches (high visibility). Committed stakeholders who are vested in the neighborhood and support improvements (Realtors, City, banks, Dubuque Main Street). Washington Neighborhood Development Corporation. A neighborhood strategy and development plan. Purchase and rehabilitation incentives in place - no income limitations. q lenges Landlords who do not maintain their properties and do minimal tenant screening. Landlords not interested in HOME rehab loan programs because rent would be lower than current section 8 vouchers allow. Tenants who are not responsible neighbors. Litter and trash in the neighborhood. Vacant buildings and properties that are in poor condition. Types of businesses in the Central Avenue Corridor seen as undesirable (bars, pawnshops) and attracting the "wrong kind of people." Uncertainty about most effective ways to work with Realtors. Dubuque community residents (who live outside the neighborhood) perceive the neighborhood to be unsafe. Media depiction of neighborhood reinforces "unsafe" label. Resident association disbanded and has not reformed. Lack of business and tenants' associations. Neighbors are challenged by their differences when it comes to working together. Housing perceived as poor investment, given age and deferred maintenance. Costs to purchase and rehab can exceed market value, resulting in financing gap and disincentive to private investment. Lenders say City incentives are sufficient; problem is lack of loan applicants. Washington Neighborhood Marketing Plan 10 Marketing Plan Approach This marketing plan is based on research that shows that resident engagement is essential to a sustainable neighborhood and to the success of a neighborhood marketing effort. Residents must be responsible for their own properties and, in part, for the appearance of public spaces they share. For this reason, many of our strategies focus on engaging neighborhood residents in activities that cultivate neighborhood pride, cohesiveness, and confidence. This includes activities that inform residents of important developments in the neighborhood, help them get to know their neighbors, and empower them to become involved in neighborhood change. The priority strategies in the plan deliberately focus on internal audiences and key stakeholders before moving on to the broader community. The City has led the revitalization efforts in the neighborhood with quality housing rehabilitation that meets market needs; infrastructure improvements; community oriented policing; financial incentives to boost home ownership affordability and help current residents maintain and improve their properties; business incentives; and policies to help landlords screen undesirable tenants. The City has committed to continuing their strong support of the Washington neighborhood through participation in the execution of this marketing plan and beyond. We urge the City to use the map in the Appendix of neighborhood improvements for block -by -block strategizing about needs and opportunities to maximize the impact of redevelopment dollars. We believe that other ongoing initiatives in Dubuque offer opportunities for the Washington neighborhood. The Millwork District Revitalization continues to energize the Downtown area and offers opportunities for urban living. Washington neighborhood can benefit from this momentum, including planned amenities that are within walking distance for neighborhood residents. The City's aggressiveness and success in recruiting new employers and jobs to the area provides opportunities as well. Marketing Objectives • The neighborhood has a strong, positive image internally and externally. • Properties, including homes, businesses, and public areas are well kept and in good physical condition. • The real estate market is healthy, with sufficient interest from buyers, renters, landlords, and business owners. • There are a variety of thriving businesses offering goods and services to residents and others from the Dubuque community. Washington Neighborhood Marketing Plan 11 Washington Neighborhood Brand A brand is what the neighborhood stands for, a promise made to potential residents and visitors, and the personality the neighborhood conveys. A logo, tagline, and colors are creative elements that reflect the brand. The brand itself is represented by the homes, the businesses, the landscape and streetscape, and how residents interact with each other and with others on a daily basis. Stakeholders, including residents, business owners, city officials and staff, Realtors, human service agencies, school officials, lenders, and community development leaders helped define the brand for Washington neighborhood. Key Brand Elements: • Urban lifestyle: people walk or bike to work, to stores, to parks, and entertainment - you don't need a car to get around. • Distinctive architecture: classic residential and commercial structures are being preserved and restored to reflect the neighborhood's turn -of -the century working class river town history. • Colorful: there is rich diversity among neighbors; neighborhood events are crowded and lively with a mix of ages and cultures; bright flower plantings enhance the distinctive round traffic diverters on several major streets; some historic homes are painted with a rich color palette. • Closeness: the buildings are close, the trees create an enveloping canopy, and neighbors interact on the sidewalks, on front porches, and in the park; neighbors welcome and help each other. Washington Neighborhood Marketing Plan 12 Brand Statement and Logo Once the "port of entry' fornew families coming to Dubuque, the Washington neighborhood is now home to a diverse array of people of all ages who crave the convenience of an urban lifestyle, appreciate the craftsmanship of abygone era, and wantto know their neighbors. Early residents walked to jobs in the downtown and surrounding areas and bought goods and services from lo cal merchants: today's residents walk the same tree -lined streets to work, shopping, and entertainment in a colorful urban environment. Public andprivate restoration and renewal activities continue to showcase a distinctive mix of historic housing and commercial opportunities. Grounded in atradition of "front porch friendliness: the neighborhood is awelcoming and comfortable place for people who value the past, embrace the future, and respect each other. OpatgR1 9ss/cauy r Washington Neighborhood Marketing Plan 13 Marketing Goals and Target Markets Goals for this marketing plan reflect a phased approach with Phase One focusing on physical improvements and "internal marketing" efforts that build pride and enhance the overall appeal of the neighborhood, while Phase Two focuses on promoting the neighborhood to new prospective investors. As the old adage says, "You only have one chance to make a first impression" so it is critical that the neighborhood look as good as possible before inviting "external markets" in to take a look. Phase One - Goal #1: Engage residents, landlords, and business owners to build a neighborhood culture of cohesiveness, pride and mutual respect, where property is well maintained and demonstrates pride and investment. Target Markets (Internal): • Neighborhood Residents (homeowners and tenants) • Landlords • Business Owners Washington Neighborhood Marketing Plan Phase Two - Goal #2: Promote a strong, positive image of the Neighborhood to attract new homebuyers, responsible renters, landlords, and new businesses and encourage private investment. Target Markets Buyers • 1St time homebuyers • Couples, singles, families with kids • Residents new to Dubuque • Responsible renters • Grew up or have family connection to the neighborhood • Work in or near downtown • Responsible landlords • Businesses Influencers • Neighborhood residents • All Realtors selling properties in Dubuque • Neighborhood and Downtown -area employers and employees, including school and service agencies • Media and the Community • Lenders 14 Marketing Strategies — Goal #1 Build a neighborhood culture of cohesiveness, pride, and mutual respect. 1.1 Establish a recognizable brand for the neighborhood by using the logo and marketing messages contained in this plan consistently in neighborhood signage and all marketing communications about the neighborhood. 1.2 Extend the visual brand throughout the neighborhood or well - travelled portions of the neighborhood through signage, flags (on homes or streets), murals, street, sidewalk, diverter painting or plantings that use logo colors, benches, business trash receptacles, permanent signage, billboards, decals etc. that display the logo and colors. 1.3 Develop a fun and thought- provoking one- page Good Neighbor Pledge (see sample in the Appendix) for use in the "Hello Neighbor!" packet and distributed in Eagle Grocery sacks. Prescott School children might be paired with older residents to develop the pledge as part of a neighborhood awareness /art /afterschool and intergenerational activity. Washington Neighborhood Marketing Plan 1.4 Develop a "Hello Neighbor!" Packet in recyclable bag containing Good Neighbor Pledge, refrigerator magnet with key phone numbers /web addresses (inspector, bike patrol, complaints, etc.), business directory, map of the neighborhood with parks, businesses, churches, school identified, information about COP with photographs and description of officers, info about Tool Library, marketing info about the school, information about resident association and ways to get involved, and Facebook /website information for calendar of events etc. Distribution: Hand delivered to all current residents AND new residents by Block Ambassadors (see Block Ambassador program described below) and landlords. 1.5 Develop a Neighborhood Newsletter as a simple one -page (front /back) document that showcases a resident of the month /quarter and business leader /landlord of the month /quarter; serves as a consistent reminder of how to be a responsible neighbor; and informs residents and businesses about homes for sale in the neighborhood, any purchase incentives that might apply and opportunities for home maintenance loans and facade improvement programs. 15 Newsletter Distribution: Hand delivered door - to -door where feasible using Block Ambassadors. Also distributed by willing landlords and available for pickup at businesses, social service agencies, and churches. Branding: Newsletter content /feature stories should be used to reinforce the neighborhood brand. For example, stories that emphasize how neighbors help each other; the diverse and welcoming nature of the neighborhood; residents who have renovated historic homes; residents who walk /bike to work; features about Neighborhood history; profiles of people so that others get to know their neighbors, including neighborhood businesses. 1.6 Start a volunteer Block Ambassadors program. (Identify one resident to serve as the Coordinator of the program.) Residents volunteer to be the Ambassador for their block or a larger geographic area to distribute welcome packets, deliver newsletters, inform residents of upcoming meetings and events, and solicit resident volunteers as needed. Realtors, Landlords and City Staff alert Block Ambassador Coordinator to new residents as they move into the neighborhood. Coordinator then alerts the appropriate Block Ambassador. 1.7 Recognize residents, business owners, and landlords for maintenance and improvements that enhance the block /neighborhood. Create movable yard Washington Neighborhood Marketing Plan signs that proclaim "Proud Property Owner" and choose a yard of the month, home of the month, garden of the month and /or business of the month. Each sign should include the neighborhood logo and website /Facebook address. 1.8 Support the development of strong resident engagement and seek opportunities for leadership and messaging training for resident leadership (ex. NeighborWorks Training slots) to build a sustainable association and to develop residents /business owners into effective "spokespeople" for the neighborhood. 1.9 Create a neighborhood Website and /or Facebook presence to showcase events, photos, recognize model residents and business owners, promote the resident association, link to WNDC, and list properties for sale. Website design and content should reinforce the brand. 1.10 Develop a short (5- minute) neighborhood video to showcase model residents and business owners talking about what they are proud of and why they live there. Post on YouTube and link from various websites and Facebook pages: WNDC, City site, lender and Realtor sites, business /landlord sites; show at neighborhood events as appropriate ex. Welcome Dinners and at City functions. 16 1.11 Dilute /replace negative content with positive messages using Facebook, WNDC website, YouTube, newsletters and other publicity. Seek opportunities for positive publicity by sending stories and photos of local model residents and business owners, and well- respected /high- profile neighborhood champions to small and large newspapers, TV stations. (See Positive Story Ideas in Appendix.) 1.12 Hold quarterly clean -up events. Distribute materials that carry the logo and promote the brand: i.e. recyclable neighborhood tattoos. Volunteers should wear t- shirts to support the brand. 1.13 Hold an annual neighborhood social event that supports the brand. Use it as an opportunity to promote the Good Neighbor Pledge and to make residents aware of properties available in the neighborhood so they can become "unofficial sales people." The first event could be held in summer or fall 2013 and could be a rallying point for the branding, the marketing plan and exciting changes in the neighborhood. (Also see Campaign Example in the Appendix). Distribute materials that carry the logo and promote the brand: i.e. recyclable neighborhood tattoos. Washington Neighborhood Marketing Plan 1.14 Convene a landlord group to evaluate current rental property incentives and explore new options of encouraging landlords to become better property stewards. 1.15 Implement a tenant education program (could be done city- wide). Adapt an effective program used elsewhere (i.e., Rentwise from Minnesota). 1.16 Promote the adoption of the International Property Maintenance Code (IPMC) as the standard for housing and commercial code enforcement citywide. The City's existing code is based on HUD "minimum quality standards" that may not reflect the level of property maintenance required to bring the overall quality of housing and commercial property in the neighborhood to a more acceptable level of appearance. 1.17 Identify ways to promote Washington neighborhood successes at citywide events that recognize community contributions. 1.18 Consider ways to provide additional off - street parking for residents, as Realtors say secure parking is a significant barrier for prospective buyers. 17 Strategies in Community Assessment and Revitalization Strategies "Washington Neighborhood: Revitalize!" Initiative, April 2009 that should be implemented to support Goal #1: E -5.1 Improve the visual appeal and safety of the neighborhood through improvements to the public streetscape, such as improved lighting, banners, signs, street trees, and landscaping. H -4.1 Design public improvements such as streetscapes and 'pocket parks' to project an image of the neighborhood as a "cool neighborhood" that welcomes all. Note: Improvements should project the brand consistent with this plan. F -5.4 Develop a refuse and recycling program that helps beautify the neighborhood, educates the community about environmental stewardship, and creates jobs. Note: Enquire Research marketing consultants believe that the refuse program should make trash barrels available throughout the neighborhood, as they are a necessity in an area that promotes an urban, walkable environment. Having an alternative to throwing trash on the ground provides an Washington Neighborhood Marketing Plan opportunity to develop a social norm of proper trash disposal that is consistent with the "Good Neighbor Pledge. " Businesses located near the trash receptacle could take responsibility for emptying the trash on a daily basis. E -4.1 Establish development programs that focus on attracting niche businesses that cater to the neighborhood and the local conditions such as cultural diversity, walkability, and historic value. E -5.4 Consider a separate City sponsored program of cosmetic enhancement to Washington Neighborhood businesses by providing generous funding for more attractive business signs, awnings, down - lighting, etc. that would create a stronger visual appeal. Such a program should be tied to business owners' willingness to participate in a technical support program to help ensure longevity. Note: Signage should reflect the neighborhood brand. E -3.6 Organize a local merchant's association, particularly along Central Avenue. H -1.5 Consider Historic District designation. (See maps in the Appendix). 18 Marketing Strategies — Goal #2 Promote a strong, positive image of the neighborhood. 2.1 Develop branded print sales materials for use by Realtors, lenders, City staff and downtown employers. We suggest four distinct pieces: • Neighborhood Assets - what makes the Washington neighborhood a great place to live? Emotional appeal - includes amenities, people, lifestyle, and other assets. Note: The assets piece could serve as the basic brochure, with the other materials as one -page stand- alone pieces that could be inserted into the brochure. • Buyer Incentives - what makes the Washington neighborhood a great value? - Up -beat description of incentive programs. • Duplex Your Life - promotes the benefits of owner- occupied rental property. Spotlight how this could make sense for parent /adult child who want to live close to each other, friends, or others who want to "choose their neighbors." • Walk /bike to work - why the Washington neighborhood is a great place to live for people who work in the downtown area. Modern, could be "personalized" for employees of big companies, age 21 - 45. Washington Neighborhood Marketing Plan 2.2 Develop a work plan to distribute branded sales materials to Realtors, lenders, downtown and neighborhood employers (and employees), neighborhood businesses, schools, and service agencies. The plan should include presentations to Realtors, lenders, employers and economic development staff who work with new employees moving to Dubuque. 2.3 Develop a PowerPoint presentation highlighting neighborhood assets and benefits to be used with various audiences, including Realtors and employers. The information and appeals should be targeted to the needs of the specific audience by inserting and deleting slides as appropriate. Could link to short video described in 1.10. 2.4 Hold open houses for current residents to showcase properties on the market with the aim of developing residents as "unofficial sales people" who can offer positive testimonials about the neighborhood. 19 2.5 Work with Realtors to promote rehabbed residential properties through open houses and other activities that invite key audiences into the neighborhood. Create a theme for the open house that supports the neighborhood brand and invite downtown employers, lenders, and neighbors. 2.6 Co- market neighborhood with Prescott School marketing activities. Include the benefits of Prescott prominently in "neighborhood asset" materials. 2.7 Develop a neighborhood tour that may include business open houses and the showcasing of significant sustainable improvements such as the green alley program. This strategy should be implemented once resident engagement is strong and external improvements are prominent. 2.8 Work with businesses to hold open house events to bring in area residents and people in the Dubuque community. Washington Neighborhood Marketing Plan 2.9 Work with other community organizations to include neighborhood properties in existing home tours. 20 Messages, Targets and Tools Consistent, quality messaging is key to the success of any marketing plan. We recommend conducting messaging training with all stakeholders who may be viewed as "spokespeople" for the area. This would include resident leaders and other volunteers, staff from partnering agencies and the City, business owners and responsible landlords. Messaging training would not only include information about the kinds of phrasing and imagery to choose when speaking, writing, or developing new materials about the neighborhood, but also how to most effectively use the marketing tools that will be developed through the implementation of this plan. Target Markets Messages (not actual copy, but suggested content) WE iiiiE Choose your Neighbor...Do you know someone who would love to live in this Current Residents neighborhood? There are great deals for qualified buyers! Realtors Consider offering incentives for referrals resulting in a purchase; for example, a new washer and dryer or other home appliance or gift certificate to Lowes or Menards. What it means to be a good neighbor. The Washington neighborhood is a progressive and diverse urban community that is undergoing millions of dollars of new investment and offers a great value for homebuyers. The neighborhood boasts a mix of housing choices within historically significant structures showcasing fine craftsmanship and eye- catching architectural details. Restoration efforts use good design and address sustainability. The Neighborhood is in the center of the city. Residents are within 5 - 10 minutes walking distance from: • A full- service grocery store • Several pharmacies • A hardware store • A variety of restaurants Washington Neighborhood Marketing Plan Informational materials for family /friend potential buyers including Assets /Great Place to Live, Buyer Incentives, Duplex Your Life, video Newsletter, Facebook, website, social event - could be part of brand launch campaign, Good Neighbor Pledge, Hello Neighbor Packet, Block Ambassadors, Clean -up and other events PowerPoint for educational group and one- on -one presentations Informational materials for clients including Assets /Great Place to Live, Buyer Incentives, Duplex Your Life, video Open houses and eventually, neighborhood tours 21 Target Markets Messages (not actual copy, but suggested content) Employers in the Area Landlords • A community health center • Atoollibrary • City parks • Jobs in the greater downtown area • Prescott Elementary Charter School and its playground • Shopping and entertainment • Downtown and the Millwork District • The Bee Branch, an urban parkway with trail access • Bike paths • Churches • An animal hospital • Banking services • Community gardens • Farmer's market • Food cooperative Purchase incentives make the neighborhood an incredible value for qualified buyers who want to own a rehabbed property or love to do the work The neighborhood is a becoming a model for sustainable living, including recycling pickup, community gardens, green alleys, etc. Grounded in a tradition of "front porch friendliness," the neighborhood is a welcoming and comfortable place for people who value the past, respect each other, and want to be part of a community. Include Dubuque Sustainable Community logo Emphasize "new urban lifestyle," including walk /bike to work and purchase and rehab incentives. Same message as Realtors without the purchase incentives information. Tools PowerPoint presentations to employers, materials to include Duplex Your Life, Buyer Incentives, Assets /Great Place to Live, Walk /Bike to Work Good neighbor pledge in Assets /Great Place to Live for tenants /prospects Washington Neighborhood Marketing Plan 22 rget Markets Messages (not actual copy, but suggested content) MI MI Current Businesses Focus on substantial investment dollars flowing into the neighborhood and the and Prospects support and incentives that WNDC, Dubuque Main Street and the City offer. Media and Community The Washington neighborhood is a progressive and diverse urban community that is undergoing millions of dollars of new investment, is home to lots of great people, and offers a fantastic value for homebuyers. Positive messages that support the brand (see Appendix: Positive Story Ideas) Implementation Newsletter, progress updates on marketing plan Good Neighbor Pledge and newsletter available for customers Logo, visual branding, press releases, positive news stories and features, YouTube video, Facebook, websites, and eventually events This marketing plan is ambitious and detailed. It will take a team of dedicated stakeholders to implement it successfully. We suggest that the partners come together to share their current databases to build a Master Contact List of key stakeholders who need to be involved in, and /or kept apprised of, the marketing plan implementation, including government officials and staff, Realtors, lenders, homeowners, tenants, landlords, business owners, managers of social service agencies, churches, foundations, funders, business people, and former residents. The contacts should also be invited to join one of three leadership teams who will work together to implement the strategies detailed in the marketing plan. 1) Residential Property Team: Comprised of Realtors, homeowners, landlords, tenants, city housing staff, and public safety personnel who will work on strategies related to residential property improvement and sales. 2) Business Development Team: Comprised of local business owners, lenders, community service agencies and other business champions in community who will work on strategies related to business property improvement and sales. Washington Neighborhood Marketing Plan 23 3) Dubuque Community Champions: high profile individuals who will work on policy and systems change strategies that engage the entire community (i.e., adoption of the International Property Maintenance Code). A Coordinating Committee composed of equal representation of residents, businesses, and city staff will be responsible for developing the Master Contact List and keeping all stakeholders informed of implementation activities through simple monthly or bi- monthly email Progress Reports. The Coordinating Committee could be as small as the three leaders of the residential, business, and champion teams and should not be any larger than nine members. The Coordinating Committee would meet quarterly to discuss progress of the teams and to make sure that activities are coordinated. We suggest an annual celebratory meeting of all teams combined to share successes and build enthusiasm for upcoming activities. Evaluation It is important to track the results of marketing activities and measure outcomes to know what is working and what is not. We recommend that CHI and their partners document the results of marketing activities and develop systems for tracking outcomes as follows: Goals Outcome Measures Marketing Goal #1: Develop a culture of cohesiveness, pride, and mutual respect, where property is well maintained and demonstrates pride and investment. • NeighborWorks Success Measures - resident confidence, neighborliness and property condition, conduct in 2013 and repeat in 2015 to measure change. Marketing Goal #2: Promote a strong, positive image of the • Number of single family and duplex home sales to neighborhood to attract new homebuyers, responsible owner occupants versus investors, quarterly. renters, landlords, and new businesses and encourage private investment. • Sales price for residential and commercial properties, annual. • Number of positive stories about the neighborhood in the media, including social media, monthly. • New businesses opened, annual. • Interviews with key stakeholders, 2015. Washington Neighborhood Marketing Plan 24 Appendices: Work Plan Campaign Example Good Neighbor Pledge sample Positive Story Ideas Maps Washington Neighborhood Marketing Plan 25 Washington Neighborhood Marketing Work Plan 2012 Timeframe Strategy Description Partners - Lead in bold Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Ongoing 1.1 Establish a recognizable brand for the neighborhood CHI, neighborhood stakeholders x 1.2 Extend the visual brand throughout the neighborhood or well - travelled portions of the neighborhood City, WNDC x 1.3 Develop a fun and thought - provoking one page "Good Neighbor Pledge" CHI, Prescott school children and staff, past and present neighborhood association members and other resident champions x 1.4 Develop and deliver a "Hello Neighbor!" packet CHI, WNDC, past and present neighborhood association members and other resident champions x 1.5 Develop a Neighborhood Newsletter CHI, past and present neighborhood association members and other resident champions x 1.6 Start a volunteer Block Ambassador program CHI, past and present neighborhood association members and other resident champions x 1.7 Recognize residents, business owners and landlords for maintenance and improvements that enhance the block /neighborhood WNDC x 1.8 Support the development of strong resident engagement CHI, WNDC, City neighborhood support staff, past and present neighborhood association members and other resident champions x 1.9 Create a neighborhood website and /or Facebook presence CHI, past and present neighborhood association members and other resident champions 1.10 Develop a short (5- minute) neighborhood video CHI, past and present neighborhood association members and other resident champions 1.11 Dilute /replace negative content with positive messages CHI, WNDC, past and present neighborhood association members and other resident champions x 1.12 Hold quarterly clean -up events Past and present neighborhood association members and other resident champions x x x 1.13 Hold an annual neighborhood social event Past and present neighborhood association members and other resident champions x x Washington Neighborhood Marketing Work Plan 2012 Timeframe Strategy Description Partners - Lead in bold Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Ongoing 1.14 Convene a landlord group to evaluate current rental property improvement incentives and explore new options WNDC x 1.15 Implement a tenant education program City, area landlords, tenants x 1.16 Promote the adoption of the International Property Maintenance Code Neighborhood stakeholders 1.17 Identify ways to promote neighborhood successes at city -wide events Neighborhood stakeholders x 1.18 Consider ways to provide additional off- street parking for residents City 2.1 Develop branded sales materials CHI, WNDC, past and present neighborhood association members and other resident champions, Realtors, City x 2.2 Develop a work plan for distribution of sales materials CHI, WNDC, City, Realtors x 2.3 Develop a PowerPoint presentation highlighting neighborhood benefits and assets CHI, WNDC, past and present neighborhood association members and other resident champions x 2.4 Hold open houses for current residents Realtors, City x x 2.5 Work with Realtors to promote rehabbed residential properties through open houses and other activities that invite key audiences into the neighborhood City 2.6 Co- market the neighborhood with Prescott School marketing activities Prescott school staff, past and present neighborhood association members and other resident champions, Realtors 2.7 Develop a neighborhood tour CHI, past and present neighborhood association members and other resident champions x 2.8 Work with businesses to hold open house events to bring in area residents and people in the Dubuque community WNDC x 2.9 Work with other community organizations to include neighborhood properties in existing home tours Neighborhood stakeholders Washington Neighborhood Marketing Work Plan 2012 Timeframe Strategy L Description Partners - Lead in bold Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Ongoing E -3.6 Organize a local merchant's association, particularly along Central Avenue. WNDC, Dubuque Main Street x E -4.1 Establish development programs that focus on attracting niche businesses that cater to the neighborhood and the local conditions such as cultural diversity, walkability, and historic value. City /Economic Development Dept, WNDC, Community Foundation Greater Dubuque, Dubuque Area Chamber of Commerce x E -5.1 Improve the visual appeal and safety of the neighborhood through improvements to the public streetscape, such as improved lighting, banners, signs, street trees, and landscaping. City, Local banks, Community Foundation Greater Dubuque x x E -5.4 Consider a separate City sponsored program of cosmetic enhancement to Washington Neighborhood businesses City /Economic Development Dept x F-5.4 Develop a refuse and recycling program that helps beautify the neighborhood, educates the community about environmental stewardship, and creates jobs. Program to include business "adopt a trash can" program to provide for trash removal. City x H -4.1 Design public improvements such as streetscapes and 'pocket parks' to project an image consistent with neighborhood brand. City Public Works /Dept of Leisure Services x H -1.6 Consider Historic District designation. City Marketing Campaign Example: Improve the appearance of the neighborhood throught education and clean -up activities. Timeframe Strategy Description Partners - Lead in bold Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 1.3 Develop a fun and thought - provoking one page "Good Neighbor Pledge" - resident committee working with school and multi - cultural center- includes education about the importance of keeping private and public property free of trash and litter CHI, Prescott school children and staff, past and present neighborhood association members and other resident champions x 1.6 Start a volunteer Block Ambassador program and use Ambassadors to distribute the Good Neighbor Pledge and promote the contest and clean -up activities CHI, past and present neighborhood association members and other resident champions X F -5.4 Position trash cans with the neighborhood logo throughout the neighborhood and encourage residents to use them as part of a refuse program that helps beautify the neighborhood and educates the community about environmental stewardship. Businesses responsible for emptying cans in front of their location. City X 1.2 1.4 Involve businesses by providing the Good Neighbor Pledge and a decal with the neighborhood logo to post them in a visible location. (Strategies: Extend the brand throughout the neighborhood and distribute the Good Neighbor Pledge) WNDC x 1.7 Have a block improvement competition or other contest relating to the theme of making the block clean and attractive. Include a component to involve businesses in the campaign. (Strategy: Recognize residents, business owners and landlords for maintenance and improvements that enhance the block /neighborhood) WNDC X 1.12 1.13 Hold a clean -up and follow with a social event to celebrate success. Past and present neighborhood association members and other resident champions x 1.11 Publicize success CHI, WNDC, past and present neighborhood association members and other resident champions x My Good Neighbor Pledge (Could use photos or art by Prescott Elementary students) 111 4111111141111#41. I WILL ALWAYS: ✓ Be kind and helpful to my neighbors ✓ Never litter and pick up trash when I see it ✓ Keep my sidewalk and alley clear ✓ Protect the trees and flowers in my neighborhood and plant more whenever I can ✓ Respect my neighbors and not play loud music or do other things that disturb them ✓ Make sure my friends are nice to my neighbors too ✓ Keep my porch clean and lawn mowed ✓ Call the police when I see someone doing bad things ✓ Put my trash out on trash day ✓ Follow traffic rules to keep our streets safe Washington Neighborhood logo and contact info Positive Story Ideas (for website, Facebook, newsletter and distribution to outside media) • New business profile (what they offer, their target market, how they chose to locate in the neighborhood) • New resident profile - homeowner or tenant (why they chose to live in the neighborhood) • "Good Neighbor" group behaviors: clean -ups, tree plantings, etc. • "Property of the Month" • Kids doing good things • Prescott School happenings • "Get to know your neighbor" events • "Before" and "After" fix - ups /rehabs • COP profiles of officers • "Past" and "Present" for historic buildings (Crescent, Lamar, etc.) • Profiles of residents who walk /bike to work • Profiles of residents who help their neighbors • Profile of "good neighbor" business • Tool Exchange (how it works, who borrows - profile, who works there) • Crescent Community Health Center - happenings, what's hot (flu shots, etc.) • Profile of community service agency's work in the neighborhood • Good landlord profile (interview tenants - what makes the landlord so good, interview landlord - what philosophies drive their good stewardship) From: Enquire Research, Lincoln, NE 0 47' °00 t. 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Retail Development 9 5. Employment /Office /Industrial 15 6. Housing 21 7. On the Horizon 28 8. Summary of Findings 28 1) Background The Washington Neighborhood has been a major focus for reinvestment efforts by the City of Dubuque since 2005. Its historic architecture, central location, and wide range of housing stock provide key assets to build upon. Challenges of housing and building conditions, a concentration of distressed properties and a need for education, services and training have required a coordinated effort between the City, local businesses such as DB &T, and investments by Dubuque's Housing Trust Fund, the Neighborhood Stabilization Program, a Homelessness Prevention grant, CDBG funds and other public and private sources. From 2005 to 2012, the City of Dubuque has invested $9 million in the Washington Neighborhood, leveraging over $12 million in private investment and over $13 million in other government investments. In 2009, Teska Associates led a Washington Neighborhood planning process for the City of Dubuque. The resulting plan, entitled "Community Assessment & Revitalization Strategies," included a market analysis, land use plan, transportation and human service strategies, all with the aim of accelerating the improvement of the Washington Neighborhood. A number of initiatives and investments have been made in the Washington Neighborhood and adjacent areas since 2009 including: • CDBG investments in the neighborhood in streets, sidewalks, housing, and grants to local organizations. For example, in FY 2012 CDBG investments of $1.6 million citywide leveraged $6.6 million in public and private funds. • Creation and investment in the Washington Neighborhood Development Corporation which grew out of the 2009 study • Partnerships with Community Housing Initiatives to develop a marketing plan and investment strategy for the Washington Neighborhood Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 2 • A number of housing programs had a focus in the Washington Neighborhood through rehab and conversion of multiple unit dwellings into single family homes including partnering with Dubuque Bank and Trust • Bee Branch Creek Restoration Project is resulting in reduced flooding in the area and a new linear park. • A new sustainable alley program that improves the attractiveness of the area and reduces flooding. • Expansion of the Crescent Community Health Center • Capital investments such as complete streets, a newly painted traffic circle. • The creation of a community garden and continued operation of the Tool Lending Library. Based on these significant investments, the City of Dubuque has requested that Teska Associates update the market analysis to inform the understanding of changes that have taken place in the neighborhood and surrounding areas and to inform strategies that may be undertaken by the City, stakeholders, residents and businesses in the Washington Neighborhood. This study will investigate the impact these changes and investments have had in the area. Have housing prices stabilized? Have education levels improved? How is the health of the local economy as evidenced by retail, office, and industrial users? 2) Trade Areas Three trade areas were defined to inform various elements of the Market Analysis: - Washington Trade Area — the market area immediately surrounding the Washington Neighborhood. - Washington Community — the area formed by the Washington Neighborhood geographic boundaries - Dubuque Metropolitan Statistical Area (MSA) a) Washington Neighborhood The Washington Neighborhood is located between 11th Street on the south and 22nd Street on the north, Central Street on the west and Elm Street on the east. As shown in the figure below, current estimates of population show modest growth in the Census Tracts that make up the area. b) Washington Trade Area The Washington Trade Area represents the market area surrounding the Washington neighborhood. It encompasses several commercial corridors that are served by a variety of retail and business services. As shown in the figure below, current population estimates show a mixed pattern of growth in population depending on Census Tract within the trade area. c) Dubuque MSA The Market Analysis also compares trends taking place in the Washington Neighborhood and the Washington Trade Area to the Dubuque MSA with is coterminous with Dubuque County. Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 3 Washington Neighborhood Washington Neighborhood Market Analysis - City of Dubuque IA July 23, 2013 Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 4 - � Bee Brandi mimic minium) f\Bee Brands Creek Restoration Project (REAu mrrm>amORunms) Miller ,ks Riverview Park Schmitt Island &Z�e`_ MPaarr& Recreation Complex Trade Area & Areas of Infltuence Context Map Washington Neighborhood Market Analysis - City of Dubuque IA July 23, 2013 Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 5 3) Demographic Trends a) Population Figure 1: Population Change 1990 -2013 Washington Year Neighborhood Washington Dubuque Trade Area County 1990 2000 2007 2010 2013 Source: 1,949 1,865 1,654 1,774 1,820 12,603 11,969 11,198 9,788 9,983 86,403 89,143 92,492 93,653 95,799 US Census 2010, Nielsen Site Reports, 2013 The population of the Washington Neighborhood has stabilized and started to increase. The low - point of population was in 2007 and has shown an increase in the 2010 US Census and the 2013 Estimates. This increase may have been caused by a number of factors, including investment by the City and other agencies in fifty new homes in the Washington Neighborhood, an increase in employment in the downtown, especially IBM that has resulted in a mix, of newer, higher income households moving into the area, and general improvements in the livability in the Washington Neighborhood that has stabilized the population. The population of the Washington Trade Area, however, continued to decline through 2010. As of the 2010 Census, the population declined to 9,788 residents, although recent estimates show the population increasing since 2010, pointing to a stabilization of the economy in the past two to three years. 14000 12000 10000 8000 6000 4000 2000 0 Figure 2: Population Change: 1990 -2013 1990 2000 2007 2010 2013 Washington Neighborhood (Washington Trade Area Source: Nielsen /Claritas, 2013, US Census, 2010 Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 6 b) Median Household Income The median income has steadily increased in the Washington Neighborhood, from $27,640 to $29,840, despite the national recession and similar to the increase at the metropolitan level. The Washington Trade Area, however, has seen a decline in median income. This may be due to a number of factors including new residents moving in with higher incomes, a change in the number of income earners per household, an increase in wages, etc. 60000 50000 40000 30000 20000 10000 0 Figure 3: Median Income: 1990 -2013 Year Washington Neighborhood Washington Dubuque Trade Area MSA 1990 2000 2007 2013 13,798 23,652 27,640 29,844 19,896 29,774 34,291 32,353 28,277 39,621 46,754 49,296 Figure 4: Median Income: 1990 -2013 Median Income 1990 2000 2007 2013 Source: Nielsen /Claritas, 2013, US Census, 2010 - Washington Neighborhood --Washington Trade Area - Dubuque MSA Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 7 c) Education Levels Education levels have improved at all three geographic levels, whether one looks at less than high school degree (showing a decline), or the increase in college degree or higher. Figure5: Education Attainment (Over Age 25) Washington Washington Dubuque Neighborhood Trade Area MSA Less than high school degree 2007 28% 2013 16% 25% 16% 16% 9% College degree or higher 2007 9% 11% 23% 2013 11% 12% 26% Source; Nielsen /Claritas, 2013 95% 90% 85% 80% 75% 70% 65% 60% Percentage Over Age 25 with High School Degree or Equivalent _- — w 91% _. 84`Y0 840 7A 72% 2007 —Washington Neighorhood 2013 County —Trade Area Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 8 4) Retail Development The purpose of the retail demand and supply analysis is to determine those goods and food services that are either currently not being met by supply in the marketplace (a retail float), or represent a surplus, attracting residents from a larger market area or local employees that are supporting the businesses. A major recommendation from the 2009 Plan was to focus on attracting retail goods and services into the Washington Trade Area. This was consistent with other efforts of the City to better serve the central core of Dubuque. Initial findings confirm that the supply of retail goods in the Trade Area have increased substantially. a) Washington Neighborhood Based on the data, there has been a very sizeable increase in retail supply in the Washington Neighborhood, while demand increased at a far slower pace. Retail Findings: 1) Similar to the Washington Trade Area discussed later in the report, supply exceeds local demand in most retail and food service categories. 2) The retail "surplus" stayed constant at approximately $19 million from 2007 to 2013. 3) Retail supply surpluses indicate that local businesses are serving a larger geographic area and the strong employee base in the CBD of Downtown Dubuque. 4) Significant retail strengths are drawing in customers from surrounding areas: a. Health and personal care b. Food service and drinking c. Food and beverage $11 million $5 million $4 million 5) The opening of the Walgreens, the availability of a full- service grocery store, and the diversity of food and beverage in the Washington Neighborhood have contributed to the retail trade attracting customers to the Washington Neighborhood. 6) There are no significant retail gaps (demand larger than supply), but as income and housing improves, there may be additional demand that require greater retail offerings. Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 9 Figure 6: Retail Float by Store Type — Washington Neighborhood 2013 2013 Supply Float Demand Float as a Percentage of Demand Motor Vehicle & Parts Dealers Furniture & Home Furnishings Stores Electronics & Appliance Stores Building Materials, Garden Equip. Food & Beverage Stores Grocery Stores Specialty Food Stores Beer, Wine & Liquor Stores Health & Personal Care Stores Gasoline Stations Clothing & Clothing Accessories Stores Sporting Goods, Hobby, Book & Music General Merchandise Stores Miscellaneous Store Retailers Food Services & Drinking Places Full - Service Restaurants Limited - Service Eating Places Special Food Services Drinking Places - Alcoholic Beverages $1,981,044 $212,578 $314,246 $304,592 $2,077,578 $2,020,492 $25,805 $31,281 $800,594 $1,268,097 $638,383 $263,667 $2,179,238 $340,218 $1,192,845 $402,704 $618,448 $60,266 $111,428 $778,818 $289,647 $306,071 $1,335,271 $6,426,535 $6,415,470 $11,065 $0 $12,154,266 $1,295,446 $295,381 $588,320 $21,487 $810,022 $6,433,612 $727,883 $4,232,015 $993,928 $479,786 1,202,227 (77,069) 8,175 (1,030,679) (4,348,957) (4,394,978) 14,740 31,281 (11,353,672) (27,349) 343,002 (324,653) 2,157,751 (469,803) (5,240,767) (325,179) (3,613,567) (933,663) (368,358) 43.6 n/a 1.3 n/a n/a n/a 40.0 100.0 n/a n/a 36.7 n/a 98.0 n/a n/a n/a n/a -88.6 n/a Total Retail Sales $11,994,931 $30,779,489 (18,784,558) n/a Sources: ESRI Retail Marketplace, 2013, and Nielsen /Claritas Site Reports, 2013 Note: black, positive numbers indicate retail gap (demand exceeds supply), while red, negative numbers indicate retail surplus (supply exceeds demand). It is likely that the large employment base in Downtown Dubuque can explain a portion of the retail surpluses shown in the Washington Neighborhood. Based on the location of the Washington Neighborhood, a retail strategy should be based on building on the convenience of the area, its central location, traffic patterns and existing trade patterns. The Market Study also looked at the Washington Trade Area and a larger 2.5 Mile Trade Area to determine if there are retail gaps in the larger areas that could be met within the Washington Neighborhood. Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 10 Washington Trade Area Findings: 1) There is a total of $211 million of retail goods supplied within the Washington Trade Area, up from $150 million in 2007. 2) The total demand for retail based on local residents is approximately $145 million, meaning that residents and employees are shopping within the Washington Trade Area to buy goods and services. This may be due to a number of factors, including rising incomes and employment in the downtown. Employees shopping in the area add to retail "surplus" because they are often not residents in the area. Figure 7: Washington Trade Area Retail Supply and Demand $250,000,000 $200,000,000 $150,000,000 $100,000,000 $50,000,000 $0 2007 2013 o Supply o Demand Source: Nielsen /Claritas, 2013 3) The total retail "surplus" (supply being greater than demand) increased from $2.5 million in 2007 to $67 million in 2013. 4) There is no overall gap in retail goods and food service, although there are certain categories that have a retail opportunity gap, or "float," meaning that demand exceeds supply: a. General merchandise b. Motor vehicles and parts c. Electronics and appliances d. Clothing and accessories $15 million $8 million $2.7 million $3.4 million 5) None of these gaps appears large enough to support new stores on their own, but combined with other economic development strategies, could help support additional retail development. Examples of the types of stores that should fit the characteristics might be Casey General Store, auto parts franchises (e.g. Autozone), Radio Shack, and clothing stores that cater to younger households. 6) Strategies can build upon the large employee base and central location of the Washington Trade area and the surplus in most categories, indicating that retail and food service sales are outstripping local demand. Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 11 Figure 8: Retail Float by Store Type — Washington Trade Area Retail Stores 2013 Demand 2013 Supply Float Float as a Percentage of Demand Motor Vehicle and Parts Dealers Furniture and Home Furnishings Stores Electronics and Appliance Stores Building Material, Garden Equip Stores Food and Beverage Stores Grocery Stores Specialty Food Stores Beer, Wine and Liquor Stores Health and Personal Care Stores Pharmancies and Drug Stores Cosmetics, Beauty Supplies, Perfume Stores Optical Goods Stores Other Health and Personal Care Stores Gasoline Stations Clothing and Clothing Accessories Stores Sporting Goods, Hobby, Book, Music Stores General Merchandise Stores Miscellaneous Store Retailers Foodservice and Drinking Places -722 Full - Service Restaurants -7221 Limited - Service Eating Places -7222 Special Foodservices -7223 Drinking Places - Alcoholic Beverages -7224 28,127,192 2,490,760 2,739,164 11,682,545 19,429,101 16,872,780 1,381,528 1,174,793 9,014,809 7,295,661 650,936 244,578 823,635 14,787,843 5,944,424 2,459,657 18,372,725 4,276,583 14,727,376 6,769,475 6,053,077 1,164,131 740,693 19,803,314 1,263,405 54,262 22,632,990 89,855,445 89,067, 294 680,723 107,428 8,119,254 7,977,254 0 0 141,999 35,346,487 2,552,024 5,456,190 2,602,860 2,426,221 20,885,860 8,237,433 6,236,681 2,889,148 3,522,599 8,323,878 1,227,355 2,684,902 (10,950,445) (70,426,344) (72,194,514) 700,805 1,067,365 895,555 (681,593) 650,936 244,578 681,636 (20,558,644) 3,392,400 (2,996,533) 15,769,865 1,850,362 (6,158,484) (1,467,958) (183,604) (1,725,017) (2,781,906) 30% 49% 98% n/a n/a n/a 51% 91% 10% n/a 100% 100% 83% n/a 57% n/a 86% 43% n/a n/a n/a n/a n/a Total Retail Sales 144,737,489 211,836,390 (67,098,901) n%a Source: Nielsen /Claritas, 2013 Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 12 b) 2.5 Mile Trade Area In light of the surpluses in retail supply acrossmost categories, a larger trade area covering a 2.5 mile radius from 12th Street and Central Avenue was investigated, as shown below. Figure 9: 2.5 Mile Trade Area 01101 cc C. Bunker Hjl H Courses ro i� y Dubuque city It 19061.001 ZQL • .4, I—.��, v: . 061 Flora 1: `oD:5 J aypw W:' t 4 Nom. �,,�,. ) 41 p,t1) 18067 - 00000 Bn�nnn 0�1. 890702 't Z Nao Si f St R Coates 6''o ---"--6 4 /�^tLrr" ' i' -',.5., uru ✓' 8 d b ry` 19061. 000801 , _ 4 8 ' N V . = Lacoma 2.5 Mile Trade Area Findings: 1) Unlike the smaller trade areas, most retail categories within a larger, 2.5 mile trade area showed retail opportunity gaps, or retail float. 2) In fact, retail float is shown in every retail and food service category other than food and beverage, which shows a $24 million surplus. 3) These numbers suggest that there is room for retail and food service growth across multiple categories in the central area of Dubuque, as residents appear to be leaving this area to do their shopping elsewhere, particularly shopping further to the West in Dubuque where there are large shopping centers. Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 13 4) The Washington Neighborhood can take advantage of these retail gaps by expanding service to meet the needs of the larger area. In fact, the surpluses in the smaller trade areas (Washington Trade Area and Washington Neighborhood) suggest this is already taking place. The Washington Neighborhood's street network, proximity to employment and density of population contribute to the strategic advantage of the area compared to other areas within Central Dubuque. 5) The table below shows estimated square footage of retail space that may be needed across the larger 2.5 mile trade area. A portion of this demand could perhaps be captured within the Washington Neighborhood if the right sites, business owners, developers, marketing efforts, and policies were in place, e.g. expanded efforts to support renovation of commercial spaces, marketing efforts to retails, technical support to existing retailers, support around technology to local businesses, and training of the local workforce to match residents to available jobs. Figure 10: Estimated Demand and Supply for 2.5 Mile Trade Area for Central Dubuque Retail Stores 2013 Demand 2013 Supply Retail Float Sales per Estimated Square Square Foot # Footage Motor Vehicle and Parts Dealers Furniture and Home Furnishings Stores Electronics and Appliance Stores Building Material, Garden Equip Stores Food and Beverage Stores Health and Personal Care Stores Clothing and Clothing Accessories Stores Sporting Goods, Hobby, Book, Music Stores General Merchandise Stores Miscellaneous Store Retailers Foodservice and Drinking Places 160,395,467 155,590, 236 4,805, 231 429 11,201 13,356,121 5,150,411 8,205,710 156 52,601 16,481,698 1,883,525 14,598,173 302 48,338 65,576,263 38,272,173 27,304,090 389 70,190 96,157,570 120,123,659 (23,966,089) 485 n/a 44,386,082 21,850,282 22,535,800 429 52,531 32,120,964 5,653,274 26,467,690 223 118,689 15,451,967 8,491,914 6,960,053 221 31,493 94,327,490 28,702,402 65,625,088 141 465,426 22,420,737 7,661,703 14,759,034 221 66,783 79,427,993 44,530,714 34,897,279 325 107,376 Total Retail Sales 776,181,568 560,130,742 216,050,826 1,024,629 Source: Nielsen /Claritas Site Reports, 2013, ULI Dollars and Cents of Shopping Centers Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 14 5) Employment, Office and Industrial Employment patterns in the trade areas were also investigated. As shown below, the maps of the Washington Trade Area and Washington Community show where the greatest concentration of jobs are located, particularly in Downtown Dubuque, along the Mississippi River, and in nearby industrial and commercial areas. Due to the mixed -use nature of the Washington Neighborhood, all areas within the Neighborhood are in close proximity to jobs. Figure 11: Washington Trade Area Employment S• • WASHINGTON NEIGHBORHOOD TRADE. Cocrd: 42.504690. - 90.666859 Polygon - See Appendix for Points Legend Interstate Highways US Highways State Highways ht gor Highways Major Roads Roads Railroads Hydrography Bock Groups CY Daytime Pvpulative (6t.) 14 to 58 O 56 to 134 134 to 382 o 382 to 751 751 to 5.720 o State Ocean 0 miles 0.27 0.54 Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 15 Figure 12: Washington Neighborhood Employment WASH NGTON COMMUNITY AREA. Coord: 42.503882. - 90.666432 Polygon - See Appendix for Points Legend Interstate Highways US Highways State Highways Major Highways Major Roads Roads • Railroads Hydrography Block Groups CY Daytime Population (t.) ▪ 25 to 44 El 44 to 91 o 91 to 189 ▪ 189 to 525 ❑ 525 to 5.720 El State Ocean 0 miles 0.08 0.18 W E E (J Unemployment in the County is currently 3% below national averages, and the County did not experience the decline that other urban areas experience during the recession. Yet, if there is a mismatch between the skills of neighborhood residents and jobs in the Trade Area, there should be significant attention to this issue. In order for housing conditions to improve further, the income of families need to rise, as well as the expectations of households and the requirements of landlords to improve their homes. Through rising incomes, based on expanded access to employment, the Neighborhood can continue to develop in the positive direction. Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 16 What types of jobs are located in the trade areas? As shown in the table below, there is a great diversity in the types of jobs located in the trade areas. Figure 13: Number of Businesses and Employees Business Type Washington Trade Area Washington Neighborhood Businesses Employees Businesses Employees Utilities Construction Manufacturing Wholesale Trade Transportation and Warehousing Information Real Estate and Rental and Leasing Professional, Scientific, and Technical Services Management of Companies and Enterprises Administrative, Support,Waste Mgmt remediation Services Educational Services Healthcare and Social Assistance Arts, Entertainment, and Recreation Retail Trade Furniture and Home Furnishing Stores Electronics and Appliance Stores Building Material and Garden Equipment Food and Beverage Stores Health and Personal Care Stores Gasoline Stations Clothing and Accessories Stores Sporting Goods, Hobby, Musical and Book Stores General Merchandise Stores Miscellaneous Store Retailers Nonstore Retailers Finance and Insurance Monetary Authorities - Central Bank Credit Intermediation and Related Activities Comm Contracts other Fin Investment Insurance Carriers and Related Activities Funds, Trusts and Other Financial Vehicles Accommodation and Food Services Accommodation Food Services and Drinking Places Other Services (except Public Administration) Repair and Maintenance Personal and Laundry Services Religious ,Grantmaking,Civic,Professional Org 1 32 27 22 14 14 14 58 1 16 9 37 11 73 4 2 8 8 4 8 5 7 1 13 1 47 0 17 3 26 1 57 7 50 60 18 17 25 31 663 561 562 280 313 170 618 102 201 297 435 997 1,518 21 43 654 133 77 70 19 373 9 41 5 1,221 0 196 21 809 195 943 111 832 336 107 95 134 0 15 14 13 8 3 6 18 0 10 434 320 345 116 63 59 221 34 3 18 2 12 8 29 1 1 4 3 2 4 1 4 0 2 1 13 0 10 0 3 0 23 2 21 19 5 5 8 30 108 758 1,016 6 28 485 78 42 39 6 282 5 7 0 180 0 66 3 46 65 499 34 465 107 45 29 34 Total Businesses 545 10,072 202 4,573 Source: Nielsen /Claritas Site Reports, 2013 Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 17 The Washington Neighborhood, as well as the Trade Area, are home to far more businesses and jobs than locally employed residents. As seen in the table below, there are 4,611 residents over age 16 employed in the Trade Area, with only 815 residing in the Washington Neighborhood. Figure 14: Occupation of Residents 2013 Est. Civ Employed Pop 16+ by Occupation Washington Trade Area 4,611 Washington Neighborhood 815 Architect/Engineer Arts/Entertain/Sports Building Grounds Maint Business /Financial Ops Community /Soc Svcs Computer/Mathematical Construction/Extraction Edu/Training/Library Farm/Fish/Forestry Food Prep /Serving Health Practitioner /Tec Healthcare Support Maintenance Repair Legal Life/Phys /Soc Science Management Office /Admin Support Production Protective Svcs Sales/Related Personal Care /Svc Transportation/Moving 21 35 274 178 70 38 208 145 8 693 118 145 138 30 14 224 540 469 77 436 237 513 0.46 0.76 5.94 3.86 1.52 0.82 4.51 3.14 0.17 15.03 2.56 3.14 2.99 0.65 0.30 4.86 11.71 10.17 1.67 9.46 5.14 11.13 1 6 65 33 11 6 35 24 1 133 15 21 25 1 1 49 73 87 12 92 40 85 0.12 0.74 7.98 4.05 1.35 0.74 4.29 2.94 0.12 16.32 1.84 2.58 3.07 0.12 0.12 6.01 8.96 10.67 1.47 11.29 4.91 10.43 Source: Nielsen /Claritas Site Reports, 2013 While there are a number of similarities between employed residents and local jobs, there are some important differences. • 10% of the local workforce is in sales and related industries, compared with 15% of all jobs in the Trade Area; • 10% of local residents are in production, compared with 5% of jobs in manufacturing and warehousing; • 11% of local residents are in transportation /moving, compared with 3% of local jobs; • 15% of local residents are in food preparation and serving compared with 8% of jobs With the proximity of higher end jobs in the Washington Trade Area, and the growing need for service industries and production workers with higher level skills, concerted efforts continue to need Washington Neighborhood Market Analysis -July 25, 2013 - Teska Associates, Inc. 18 to be made to offer education, training, and job counseling to local residents. While the Washington Neighborhood provides housing to support workers for the City as a whole, in order to continue to advance, residents will need access to higher end skills that will meet the needs of businesses. Based on the prevalence of jobs, skill development that can focus on areas such as health care, arts /entertainment, finance and insurance, are all needed, and are likely to be growing industries in the future. Further sectoral analysis of the local economy and growth patterns may be needed to explore targeted industries to prepare for the future. Available Space Economic reinvestment requires available space in the right markets at the right place. The Market Study reviewed inventory in the Washington Neighborhood and nearby areas to determine whether there were available spaces and what the price would be to lease or buy these properties. A sample of listings is attached in the Appendix. 1) Retail Retail rents are in the $7 to $9 per square foot price range in the Trade Area, compared with $10 average citywide. Based on interviews with local brokers, the rent levels are not the key challenges in this area. With high traffic counts and dense population in the area, the bigger challenge has been quality space with layouts. The relatively low rents allow for an affordable place to do business, but are not high enough to justify gut renovation of older structures without some assistance. Part of the character of the Washington Neighborhood is its older structures. These spaces can be well suited to small businesses, if there are ways to improve the retail spaces. In addition, while these structures should be retained for new uses, opportunities to convert vacant spaces to parking will be important to attract "credit worthy" customers that would help secure private financing to justify renovating the spaces. Opportunities for new construction on vacant spaces can also provide a stronger mix of retail to support the consumer base. The Millwork District is aiming to change this by offering high quality residential loft, commercial, and retail space. Innovative financing and public private partnerships are likely needed to support mixed -use developments to cover the gap between construction costs and market rents. Retail properties for sale are listed at Cap Rates of between 7% and 12 %, equal to approximately $30 -$50 per square foot. 2) Office With close proximity to downtown Dubuque, office space may be desirable for small businesses that cannot afford downtown rents. Rents are approximately $3 - $10 in Washington Neighborhood, compared with $10 - $20 downtown. Office space for sale is at a 10% Cap Rate, or approximately Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 19 $30 - $50 per square foot. Similar to retail, these rents in the neighborhood create a very challenging environment to renovate office space without public private participation, or a mixed - use project with an anchor tenant that can help support fixed costs. For example, a typical property current listing of 1824 Central Avenue for a mixed -use, 2,564 sq. ft. building built in 1878 is listed at $89,900. Depending on the condition and possible users, this property could be used for new businesses, but may need support for rehab and marketing, and perhaps longer -term assistance for the business. Figure 15: Central Avenue Property for Lease — - Source: Zillow, June 5, 2013 Figure 16: Average Retail Lease Rates Asking Rent Retail for Lease Dubuque, IA (S/SF/Year) $13.00 $12.00 $11.00 $10.00 59.00 $8.00 $7.00 2006 2007 2008 2009 2010 2011 2012 20'13 — State City (t Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 20 3) Industrial While there are only a few industrial properties currently listed for lease, industrial properties are renting for approximately $3 to $7 per square foot lease, or approximately $20 - $40 per square foot to purchase. Multilevel former industrial space, such as the buildings in the Millwork District, are in the process of being converted to mixed use residential /office /commercial. Figure 17: Restored Commercial Space in the CARADCO Property in the Millwork District 6) Housing Since 2005, the City of Dubuque Housing Department has loaned $5.4 million and invested $8.3 million in the Washington Neighborhood. These investments have taken place through a variety of housing programs including Dubuque's Housing Trust Fund which has totaled $1.3 million through the Iowa Finance Authority, a Neighborhood Stabilization Program grant of $444,000, a $502,000 HUD Homelessness Prevention (HPRP) grant to assist families at risk of losing their housing, CDBG funding, and a partnership between the City and Dubuque Bank and Trust. In addition, a tax abatement program also eliminates increases in property taxes on improvements to homes for 10 years. As a result of these programs 50 first -time homeowner families have been assisted directly. The upward pressure in the housing market has been also due to positive factors such as the employment generated through IBM moving to downtown. This has contributed to a tighter housing market, pushing up housing values and rental prices. Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 21 What impact have these investments had? The median value of owner - occupied housing is $85,897 in the Washington Neighborhood, compared with $94,542 in the Washington Trade Area, approaching the $103,420 in the City of Dubuque and $131,400 in the Dubuque MSA reported in the 2010 US Census. The median sales price is based only on listed properties, so the actual value in the Washington Neighborhood may be somewhat lower. Still, the increase in value has been noted not only in the statistics, but in interviews with local brokers reporting it is "very challenging to find properties to renovate now at the prices we were used to spending for acquisition." Figure 18: For -Sale Housing Value in Washington Neighborhood 70 60 50 40 30 20 10 0 619 �` ° O0 4 A- A: �Ar% �y �) CP I BO �O O��t�l �OO y Source: Nielsen /Claritas Site Reports, 2013 While the median home in the Washington Neighborhood is $85K, 30% of owner - occupied homes are valued at the citywide average of over $100,000. As can be seen in the chart below, prices have been resilient in Dubuque during the recession. While there was a decline, prices have generally held and are on a gradual increase in value since that time. Despite this progress, there are foreclosed and bank -owned properties that will be discussed below, as well as concerns regarding the quality and maintenance of many homes in the neighborhood. Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 22 Figure 19: City of Dubuque Median Value of Housing Sales $150,000 $140,000 $130,000 $120,000 $110,000 $100,000 $90,000 $80,000 1 N cO CO CO 01 Cr) Cr) 0 0 N N ro 0 0 0 0 0 0 0 ' 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 N N N N N N N N N N N N N N N N N a-■ C +' C a-■ C +' C a-■ C +' LL — O LL O — O LL O — O LL Source: Teska Associates Analysis of Zillow, June, 2013 Rental Housing A significant portion of Washington Neighborhood residents rent. These residents tend to have the greatest housing burden. According to the 2010 Census, 75% of Dubuque County homeowners with a mortgage pay less than 30% of their income towards housing, but 48% of renters pay more than 30% of their income for rent. Housing cost burden may be a concern for the Washington Neighborhood as 70% of households are renters, while 50% of households in the Washington Trade Area are renters. As of the 2005 -2009 American Community Survey, median gross rent in the Trade Area was $524, compared with $558 countywide, but there is evidence that these rates have been increasing steadily. DUPoNGO 106 ACS 2005 -2009 Census Tract Median Gross Rent Data not available for area Not released by Census nla N100 base cases) $350 $350 to $500 $500 to $550 $550 to $600 $600 to $700 $700 to $800 $800 to $900 $900 to $1,000 $1,000 to $1,200 $1,200 to $1,500 $1,500 to $2,001 stewar. o Harbor Jo Daviess County, Illinois Switzer Lake L Figure 20: Median Gross Rent: 2005 -2009 Source: Teska Analysis of Social Explorer, American Community Survey: 2005 -2009 Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 23 For example, based on rental units listed on the market, rent levels have been steadily increasing in Dubuque over the past three years, rising from $856 to $1,089 per month. Figure 21: Median Rent in City of Dubuque $1,150 $1,100 $1,050 $1,000 $950 $900 $850 $800 O c-I rl .--I —1 c-I rl N N N N N N m to O O O O O O O O O O O O O O O N N N N N N N N N N N N N N N 7 C Q 7 C - Q Source: Zillow, June, 2013 Three bedroom rental units in particular are in a very tight market. Rents have risen among listed properties from $1,313 in November 2010 to $1,636, certainly higher than the equivalent purchase of many three bedroom homes in Dubuque. While there may be units in the marketplace not listed, resulting in lower rent levels for some units, the fact is that there is pressure in the marketplace for rental housing, pushing rent levels up. Foreclosures There are currently 96 properties in Dubuque that are in some stage of foreclosure (default, auction or bank owned) according to RealtyTrac. In April, the number of properties that received a foreclosure filing in Dubuque was 57% lower than the same time last year. Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 24 Figure 22: Bank Owned and Pre - Foreclosed Properties in City of Dubuque No of Properties 40 20 Bank Owned MI Auction i♦ Pre Foreclosures NOOL ua p sal ® o= I I I I N u u a o o 0 0 0 o o 0 0 0 o o 0 0 0 o o 0 0 0 Source: Realty Trac,June 5, 2013 N009.005— NOOL•009— 0 0 0 CO 0 N006-OOS- uollllw L-006— uo!IIIw 1. JaA0— As can be seen in the chart below, there is a relatively small number of pre-foreclosure, auction, and bank - owned properties in the City of Dubuque, especially compared with other cities that are still facing high rates of foreclosure. Figure 23: Pre - Foreclosure, Auction, and Bank -Owned Properties, City of Dubuqque, 2012 -13 Pre foreclosure MI Auction I♦ Bank Owned 20 15 10 5 0 UCC12 NOV12 Dec12 Jan'1:3 teb'1:5 Mar1:3 Apr13 Source: RealtyTrac, June 5, 2013 The map shown below illustrates that there are several bank owned properties in the Washington Neighborhood (shown in orange). Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 25 Figure 24: Bank -Owned and Pre - Foreclosures in Washington Trade Area Clarke Dr • �� ♦ JCO 4== WASHINGTON Loral Canape - TA HISTTORiC �..i: thSt.. DISTRICT "..':`.MILLWORK `-HISTORIC• G 151 c.-uni erstv''re •9 y . - Z. Finley lip T $ CATHEDRAL 5. Hospital LANGWOR HY HISTORIC f HISTORIC DISTRICT DISTRICT • Mercy Medical y0 Cer�r- Dubuque �1 �3FF;,f� I #6a�dPe ♦ ® Pre - foredosures (31) ' D Auction (4) Bank -owned (33) 9 For Sale (6) 9 is Sold (0) Figure 25: Pre - Foreclosure and Bank -Owned Properties Address Francis St. Kleine St. Jackson St. N. Main Rhomberg Ave. Central St. White St. W. 16th W. 16th W 15th Washington St. No. of Bedrooms Sq. Ft. Price Status 4 3 5 3 N/A N/A N/A N/A N/A N/A 1 1372 48437 Pre - Foreclosure 1280 76327 Pre - Foreclosure 2240 49212 Bank -Owned 1256 55269 Bank -Owned 3168 84322 Bank -Owned 3940 72101 Bank -Owned N/A 71652 Bank -Owned 2156 68719 Bank -Owned N/A 64524 Bank -Owned 2124 124024 Bank -Owned 1068 47238 Bank -Owned Source; RealtyTrac, June 5, 2013 Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 26 Available Properties The City has been in the process of utilizing a variety of programs to improve the local housing stock, often buying former single- family homes and restoring them to single- family use. The cost of these properties has been increasing, an indication of improved strength of the market, but making it more challenging to purchase homes for rehab. Based on current listings, there are still opportunities for purchase and rehab. For example, 247 -249 E. 16th Street, is currently listed at $53,000 for a 1,440 duplex built in 1898. Much of the housing stock is rental housing, often single family homes that have been subdivided or small multi - family properties. For example, 2076 -8 Washington Street is currently listed at $45,000 for 2,836 square feet. The cost of rehabbing this property may be significant, but could result in two quality units replacing substandard housing units. At the higher end of the market there is a rich architectural heritage in the ar ea. For example, 1504 Jackson Street, a 5 bedroom, 2 bath 2,068 sq. ft. home is listed at $96,000. Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 27 7) On the horizon A number of projects are positioned for the near -term, continuing the trend highlighted in this market study toward neighborhood stability and improvements, including: - Partnership with Community Housing Initiatives (CHI) to invest $1.6 million in housing rehab in the Washington Neighborhood; - Reinvigoration of the Washington Neighborhood Development Corporation by the recent hiring of a new executive director; - Leasing of the Caradco building in the Millwork District with the food co -op, arts groups and Greater Dubuque Development Corporation; - Bee Branch Phase 2 which includes a Conservation District to preserve affordable housing; - Agreement with the Iowa Department of Transportation to take jurisdiction of Central and White Streets, thereby removing 500 trucks a day from the core of the neighborhood; - Redevelopment of the Pack Site and Schmidt Island Master Plan which will lead to significant amenities in the Trade Area; and - Renovation of nearby Comiskey Park. 8) Summary of Findings 1. The population of the Washington Neighborhood has been slowly increasing at a pace similar to the region as a whole, an important indicator to attract retail and economic investment. Population has increased from 1,774 residents in 2010 to 1,820 residents in 2013. 2. Median income has been gaining steadily in the Washington Neighborhood, rising from $27,640 in 2010 to $29,844 in 2013, although the level is still significantly below the City of Dubuque at $41,879. 3. Education levels have improved, with residents over age 25 without a high school degree decreasing from 28% in 2007 to 16% in 2013 and those with a college degree or higher increasing from 9% to 11 %. 4. The Washington Neighborhood and Trade Area both have a retail surplus, meaning that employees and customers from other areas of Dubuque are shopping in local stores. 4. There is a $18 million surplus within the Washington Neighborhood and a $67 million surplus in the Trade Area. The greatest retail gaps (demand exceeding supply) are for general merchandise, motor vehicles and parts, electronics and appliances, and clothing and accessories. Since none of these gaps are very large; strategies should be built around playing to the areas strengths by focusing on restaurants, convenience goods, and food stores, by leveraging proximity to downtown and major roads. 5. There are over 200 firms with over 4,500 employees in the Washington Neighborhood and 545 firms with over 10,000 employees in the Trade Area. One of the key challenges facing the area is Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 28 the need to provide access to the education and training needed to match local residents to available jobs. The City should continue to explore ways to provide education and training to adults in order to raise the skill level and income potential of local residents. 6. Retail and office space in the Washington Neighborhood is affordable for many businesses (ranging in the $3.50 to $10 per square foot price range). The challenge will be quality, modern space suited to local businesses. With low rent levels, there may need to be public private partnerships to make quality space available. Expansion of the downtown loan program and marketing the fagade improvement program could be important incentives for small businesses. 7. Development of a Streetscape Improvement Plan will be important to further the idea of complete streets and transfer Central and White Streets to the City of Dubuque. 8. The City and public agencies have invested $8.3 million resulting in 50 new homeowners, improving local conditions for these families as well as establishing a new standard of housing. 9. Public and private investments are paying off, with prices rising for housing for both for -sale and rental properties. The median for -sale price is approximately $85,000, approaching the median citywide average of $103,000. Rental prices have increased even more, with citywide rental exceeding monthly costs of for -sale housing in some cases, due in part to limited supply, especially of higher quality options. 10. While foreclosures have not been a major issue in Dubuque, there are several bank owned properties in the neighborhood, as well as a variety of distressed housing that will continue to need support to provide quality housing options. 11. Future investments in the area should continue to build on an effort for preservation and improvement of the quality of housing, improving the quality of rental housing, and improvement in neighborhood amenities and attractiveness of the area. Washington Neighborhood Market Analysis —July 25, 2013 - Teska Associates, Inc. 29 WASHINGTON NEIGHBORHOOD Update on Revitalization Strategy & Washington Neighborhood Market Analysis City Council Work Session August 5, 2013 AGENDA Introductions Background Revitalization: Initial Steps Programs: Revitalization at Work 2012 Marketing Plan Update 2013 Market Analysis Update Findings & Other Results On the Horizon Questions & Answers INTRODUCTION: PRESENTERS City of Dubuque Jerelyn O'Connor, Neighborhood Development Specialist Alvin Nash, Housing & Community Development Director Megan Starr, Economic Development Coordinator Phil Wagner, Acting Economic Development Director Teska Associates, Inc. Scott Goldstein, AICP and LEED AP, Principal WASHINGTON NEIGHBORHOOD: PLACE STRONG URBAN CORE WASHINGTON NEIGHBORHOOD: PEOPLE Washington Neighbors Making a Difference! BeantifPing the Neighborhood 0 Clean Cps Oct. 2010 -5J 1'olunteen May 2011 Oc11011 May 2012 -53 Shimmers Oct 2012-37 \OIO l 1.. Building Connmmnitl• Cook Out after Clean /p. Holiday Get- Togelhen for Tens Community Pot Lurk-- 3fareh 2010 Common'''. Grill Our -June 2011 Christmas Party Mk Santa Clause — December 2011 Tqv /or Ton Christmas Parll- December 1011 Informing the Neighborhood Starch 1010 -- -Safety Presentation by Pollee OQleers June 3010 — Tenant Rights by Iona Legal Aid .Vamh 2011— Homeownership Opportunities 724MgMg1-;_cd©RI ��9ss!c y ‘0°, au Neighborhood Meet and Greet JOIN US! Come and meet your neighbors and find ways to get more involved with Washington Neighbors! All Washington neighbors and businesses are welcome to attend (kids too!) FREE chili dinner provided by Boy Scout Troop 48 Tuesday, February 26 6 PM St. Paul Lutheran Church 2025 Jackson Street more info? contact megan: 690.8046 MEET GR[[T CARE WASHINGTON: REVITALIZE! NEIGHBORHOOD DEMOGRAPHICS - 2005 • 55 square block area • 450 single family and duplex residences • Age of housing: 86% built before 1939 • Residences valued at 44% of city -wide average for single - family homes • Income: 68% population earn less than 80% of area median income • 70% of all housing units are renter - occupied • 47% of all units are occupied by families (related persons) • Renters comprise 95% of all households earning less than $10 000 • 13% housing vacancy rate • Single, female- headed households twice the city -wide rate WASHINGTON: REVITAL/ZE! KICK -OFF 2005 PARTNERS DUBUQUE BANK :\ I) u k1usr FIDELIT'�' BAN K ED6B VIA VISITING NURSE ASSOCIATION i5BanLiberty Oupaco 1 ProjectConcern American - Trust - Simply batter banking' ►)PEN 1NG DUv8' Maria House • Teresa Shelter y DuTrac .community Credit Union ai Dubuque Muiticulturpil 1. Family Center COMMUNITY FOUNDATION of Greater Dubuque DUBUQUE BOARD OF RIALTO Hills & Dales Building Meaningful Lives Dubuque Communi #y Y1 every child I every promise MAIN STREET IOWA DEPARTMENT OF HUMAN SERVICES ,!'. ashington eighborhood evelopment orporation Du6uiue 'Area landlord qSSactiation NEIGHBORHOOD ASSETS: COMMUNITY AGENCIES • Multicultural Family Center Crescent Community Health Center Project Concern Neighborhood Resource Center • Washington Tool Library Presentation Lantern Center Operation New View Horizons • Maria House WASHINGTON NEIGHBORHOOD VISION STATEMENT .rtoed Viston Statement i'k,leigiriborhood 1s a vibrant and integral component f 2)11b y 1:y5, R srd1 nys include a broad rd spe irarm -or ages, E Jcome :ev &Js •Y „y: vc.hricities, ea.ch contributing .to sense of community pr:d . 11 . y1gb aorhood maintains a diversity of options for ino,.zing owners rip, entrepreneurship -and employment .,klit7in its historic fabric. Property owners and reskients work to improve said In Y+�ri731s17n Ens tr l p y.5 ca _ '.iP: structJrr ' that encourages CC la] rr�toractrorr, ne!gb.borhood rivate investment, and civic respOrrsrbrlrty Residents have access to a full range of services within r5B1g}Tborhood to t-neir reeds. The neighborhood {has .access to safe and inviting public ,tom r> backgrounds, '� ces, ��J�sorfj interaction among community runty members of an Ages, baackgroi ds, E n bJ]iltles is b =mon, The Washington Neighborhood is wen connected to the Dubuque Region. eig borho..od residents have transportation options linking them with :ernpJoyers, a it ©tior l opportunities, and social and Wm1Tr .rr:ity Residents and visitors • feel safe rndi welcome in the neighborhood. The Afashington Neighborhood, as a un° iue and diverse community, enhances the quality of life in the City of Dubuque. REVITALIZATION: INITIAL STEPS Coma", ! ,eumeni & Rrntdeaeen Yrarzgle, Community Assessment & Revitalization Strategies cyaahngne, lowo Washington Neighborhood Plan - City of Dubuque IA Page 1 NEIGHBORHOOD PLAN Kick -off 2008 Final Report 2009 STRATEGIES: Retail Business Support and Development Youth and Family Support and Programs Housing and Community Development REVITAL.IZATION: INITIAL STEPS Neighborhood Development Corporation Creation 2009 sy�� Washington P ar•P Neighborhood DEVELOPMENT CORPORATION 1690 Elm Street, Suite 110, Dubuque, Iowa • 563.582.1 111 DB &T / HEARTLAND FINANCIAL OFFICE BLDG. $11 Million Reinvestment in Neighborhood GREEN ALLEY PROJECT: STORM WATER MITIGATION $300,000 CITY INVESTMENT IN NEIGHBORHOOD ORANGE PARK TRANSFORMAT:ON OF CASKET (OMPANY WASHINGTON COURT APARTMENTS Crescent Community HEALTH CENTER 7,300 sq. ft., $1.2 million project in Washington Court Building Medical /dental services for uninsured and underinsured Opened November 2006 ENGINE HOUSE #1 Washington Neighborhood Incentives Program from homebuyers and homeowners Washington Neighborhood: Revitalize! wi?m 9T 3 1 9 A 1 21ST Sr E 20r11 ST E 191H Sr t; E16TH ST g ,y, % t lA * S'. 4, PSG y, 4,- Ot de tth o Pf HOMEOWNER PURCHASE LOANS $ Amount Interest % Term S 5,000.00 0% 5 yearforgivabb $ 10,000.00 0% Deferred Payment (Due on Sale) i wl X HOMEOWNER REHABILITATION S Amount Interest % Term $ 5,000.00 0°b Syear forgivable $10, 000.00 0% Deferred Payment (Due on Sale) $10,000.00 0% _20 yeartertn; 542/mo WI' ST E16TH ST N a W 1S ST E 151,13T � g VD C E 1a1HST i V E 131115T For additional information contact: Jane, Lisa or Kris at 563 -589 -4239 Housing and Community Development Department 350 W 6th Street, Suite 312 Dubuque, IA 52001 WI ST E12TH ti 3 r E121451 EIITH ST W11 A:......., 1 n44a, HdoHiamaod\ E 10111 5T 3 2011'. a61A two Mama . j.. -.. ..:....., . '�:1Y,r9+ ao01K vwnnpon Hda1,6OI d101 un Hc2a31.IQ aurq)G200.0.02 �••••• -•. REVITALIZATION AT WORK In 2013 an eighth Trust Fund award was received from IFA bringing the total to $1.2M for promotion of homeownership in Washington Neighborhood An application will be submitted in October 2013 to IFA for a possible award of $190,865 available January 2014 for a new total of $1.4M for continued promotion of homeownership in Washington Neighborhood BEFORE ASTER ................ PROMOTE HOMEOWNERSHIP THROUGH LENDING PROGRAMS PUBLIC OUTREACH Revitalization at Work Before After 400 housing rehab projects citywide FY2009 -2012 Protecting 1,150 properties in the Bee Branch watershed Revitalization at Work HEART: Housing Education and Rehabilitation Training Helping at -risk students and ls'time homeowners f lllllllilllliiiiiiiif x GREEN & HEALTHY HOMES: IMPACTS • 72 green /healthy homes • Healthy Homes produced • Lead hazard control households • 25 green jobs added in 2012 • Home Advocate engages social services /supports • Targeted approach creates stability in at -risk neighborhoods CONTINUE PARTNERSHIP WITH DB &T (OMMUNITY CORPORATION TO ACQUIRE AND REHAB VACANT BUILDINGS FOR HOMEOWNERSHIP OPPORTUNITIES HISTORIC ROW HOUSES: $240,000 I -JOBS AWARD i ' ,. iq I44444 � 7ir Md1,F 441181 P 1. in .. ul�� AAA 50 NEW HOMEOWNERS IN THE WASHINGTON NEIGHBORHOOD 29 Properties converted from rentals or were vacant buildings ITION LEAD HAZARD CAUTION LEAD HAZARD CAUTION [LAD i AER= Summer Academy for 1 S' — 3rd Graders (3rd Grade Reading Initiative) Four Mounds Summer Adventure Day Camp (200 max. /year) FutureTalk Graduates /Participants CITY AND PARTNERSHIP INITIATIVES Family Self- Sufficiency (FSS) Participants Family Self- Sufficiency Graduates (91 % are off housing assistance) Circles Initiative Leaders (Participants) Circles Initiative Volunteer Allies Bridges Out of Poverty Participants Opportunity Dubuque Graduates High School Drop -Out Reengagement Program Participants 33 152 57 76 0* 12 0* 32 95 536 0* 87 0* 101 0* 47 198 192 21/31 100/114 WASHINGTON NEIGHBORHOOD INITIATIVE: FINANCIAL IMPACT i Other Investment $13,400,000 Private Investment $12,060,984 City Investment $9,151,41 1 2005 - 2011 Total Investment in Washington Neighborhood: $34,612,395 •Walgreens *Casket Co. Renovation •Crescent Community Health Center *Orange Park *Green Alleys •Prescott School •18t" Street Fire Station (with Head Start and Wellness center 2012 MARKETING PLAN 1 guE-- mgxz /CAIN Washington Neighborhood Marketing Plan Prepared by Debra J. Dahab and Lori Vidlak Enquire Research November 2012 PHASE ONE MARKETING GOAL: Engage residents, landlords and business owners to build a neighborhood culture of cohesiveness, pride and mutual respect, where property is well maintained and demonstrates pride and investment. MARKETING PLAN Accomplishments: Monthly Resident Gatherings Monthly Business Committee Meetings Neighborhood Newsletter Kick off to summer Block Party XIC$ O BLO( Thor gather Co— 1 �•len<, • • • WAS*H'IFNGT® +V • �y err ~v�y 4�n 1 �`K M ►`�, 4aywe .............. ,�mad,�y !b 4•bd'u'r wry ♦ '4rr4„ be— 18th & Washington Street Mural Washington Neighborhood Community Garden Neighborhood Plant Exchange Resident Survey project Neighborhood Clean -Up Washiaxton Ncigbborl,� bcvclopmeu Corps ratio '0 ors.ANcr_ FA'A Stai 9 a.m. - 8 p.m. r MARKETING PLAN IN THE WORKS • Community Leadership Institute Delegation • Rain Barrel System & Neighborhood Bulletin Board in Community Garden • Washington Neighborhood Development Corporation Website • Central Avenue Building Inventory • Vacant Storefront Marketing Campaign • Resident/Landlord Association Washington Neighborhood Market Analysis rCouncil Workshop iAugust 5, 2013 �>r *+tin.• `r {I NIIIN Washington Neighborhood Washington Trade Area Dubuque MSA X2.5 Mile Trade Area Trade Areas Ice Rena, ( t Bee Branch Creek Restoration Projecr, (REALIGNMENT CORM:DM LINTY) Miller ?;; Park'* r ma McAleece ;t Park & Recreation f! Complex Trade Area & Areas of Influence Context Map 15000 10000 5000 0 • 1990 2000 2007 2010 2013 Washington Neighborhood Washington Trade Area Year Washington Washington Dubuque Neighborhood Trade Area County 1990 1,949 12,603 86,403 2000 1,865 11,969 89,143 2007 1,654 11,198 92,492 2010 1,774 9,788 93,653 2013 1,820 9,983 95,799 Population Change 1990 -2013 60000 50000 40000 30000 20000 10000 0 Median Income 1990 2000 2007 2013 Washington Neighborhood Washington Trade Area Dubuque MSA Year Washington Washington Dubuque Neighborhood Trade Area MSA 1990 13,798 19,896 28,277 2000 23,652 29,774 39,621 2007 27,640 34,291 46,754 2013 29,844 32,353 49,296 Median Income 1990 -2013 Washington Washington Dubuque Neighborhood Trade Area MSA Less than high school degree 2007 28% 25% 16% 2013 16% 16% 9% College degree or higher 2007 9% 11% 23% 2013 11% 12% 26% Education Attainment 95% 90% 85% 80% 75% 70% 65% 60% Percentage Over Age 25 with High School Degree or Equivalent 84% 91% 0 2007 2013 Washington Neighorhood Trade Area —County $19 million "surplus" (supply is greater than demand) gr Health and personal care ✓ Food service and drinking ✓ Food and beverage $11 million $5 million $4 million Surplus is probably due to large employee base and central location Retail gaps gr General merchandise ✓ Motor vehicle parts $2.1 million $1.2 million Retail - Washington Neighborhood $250,000,000 $200,000,000 $150,000,000 $100,000,000 $50,000,000 $0 2007 2013 b� Total retail surplus grew from $2.5 million in 2007 to $67 million in 2013 b� Retail gaps include - General merchandise $15 million - Motor vehicle parts $8 million - Electronics and appliances $2.7 million - Clothing and accessories $3.4 million Retail - Washington Trade Area Supply Demand -ta. Central Area of Dubuque shows retail gaps in most categories Total gap of over $200 million Key gaps: - General merchandise $6.9 million - Clothing and accessories $26 million • Foodservice $35 million \• Isokloc<]O r. g Is' l°$I '0'1'1 1�t�V50V ea,: 1 vx '1^�.. -.9 52001 e 1Ut ,on Came r_ f en yrrly ._{:. P• P1, S � i e . 3 = # _7.I DInMMIt 9. 2.5 Mile Trade Area • ` „'.. 465,000 sq ft 120,000 sq ft 107,000 sq ft OCCUPATION OF RESIDENTS Food preparation /serving 16% Sales 11% Transportation /moving 10% Office /admin. support 9% Building grounds /maint. 8% Employment & Skills t: Rents are generally affordable, listings at $7 to $9 per square foot Rents not sufficient to justify new construction in many instances or gut rehab without a credit worthy tenant or larger user Public support may be needed, such as facade improvement program Retail space -ta Office rents between $3 and $10 in neighborhood and between $10 - $20 downtown -ta Industrial rents between $3 and $7 for older properties -ta Higher quality spaces like CARADCO coming to market Office and Industrial -ta City has loaned $5.4 million and invested $8.3 million since 2005 -ta Median value in Washington Neighborhood is $85,897 approaching $103,420 citywide 70 60 50 40 30 20 10 0 $150,000 $140,000 $130,000 $120,000 $110,000 $100,000 $90,000 $80,000 Homeownership szisk— yon 61� e ti ti ti op op op Ol Ol Ol N N N m 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 N N N N N N N N N N N N N N N N N ACS 2005 -2009 Census Tract Median Gross Rent Data not available for area Not released by Census n/a ( <100 base cases) < $350 $350 to $500 $500 to $550 $550 to $600 $600 to $700 $700 to $800 $800 to $900 MI $900 to $1,000 MI $1,000 to $1,200 MI $1,200 to $1,500 $1,500 to $2,001 102 DURA'G0 ASBURY l 11.02 4 7- 1201 /� \ sis5ippi o; // \ 5 \'\ / \ /`/° ■ � K f Cla.•b xf � . < li -� i/'v Ford .5 7.02 `j Ti lark a r Sw ^¢er Lake Jo Daviess County. Illinois Need for High Quality Rental Housing .n 'mina 0 ID uiluaH uui.a 1 Nov 2010 Jan 2011 Mar 2011 May 2011 Jul 2011 Sep 2011 Nov 2011 Jan 2012 Mar 2012 May 2012 Jul 2012 Sep 2012 Nov 2012 Jan 2013 Mar 2013 0 ▪ VI 0 0 0 0 V0 ▪ 0 0 N N VI VI 0 O 0 ▪ O 0 �. Population has been rebounding, providing more support for retail b� Washington Neighborhood is located at strategic spot for retail and to serve large employment base downtown and in the central area of Dubuque -z. Education levels have risen sharply, particularly in Washington Neighborhood b� Support may be needed to provide quality space for retailers (rents are too low to justify gut rehab or new construction) b� Homeownership has been improving, with slow and steady appreciation b� Quality rental housing is in demand Summary of Findings Partnerships - CHI $1.8 million • WNDC - Main St. -ta. Millwork District Bee Branch Creek Restoration Jurisdiction of Central and White Streets Pack Site Schmidt Island Plan ac Branch Yom' &x Braid, UIMMUI sturaliou Prujed. • Former Pad; Site J On the horizon ON THE HORIZON Partnerships CHI $1.8 million WNDC Main St. Jurisdiction of Central and White Streets ST. Mary's Community Campus Facade Program Millwork District Bee Branch Creek Restoration Pack Site Schmidt Island WASHINGTON NEIGHBORHOOD FAADE GRANT 2:1 match for first $30,000 1:1 match over $30,000 Up to $50,000 per project 4 Projects funded and in the works Exisling Main Street Iowa Proposed Facade Renovation Computer Doctors Inc. et al 1735 -1763 Central Avenue o `` Dubuque, Iowa IOWA rconO rtlr DEVELOPMENT Proposed rt- �_I a sane H,-,F yt aus nras s.;n ee -e i "�" te4..R IIRf mI mJinn ffmmimmtimmm fltfll}tfHRflflR111WtUn t �� [OJECT NO ?AWN BY: 7111 T. Reinders CONCEPTUAL DRAWING ONLY FRIENDS OF ST. MARY'S VISION The Friends of St. Mary's an active, highly motivated, and forward thinking group dedicated to the preservation of o the St Mary's Campus and promoting sensitive development in the Washington Neighborhood. Our group is committed to restoring and perpetuating the historical character of the Saint Mary's campus, as well as enhancing the quality of life in the Washington Neighborhood. FAST I6TH STREET EXISTING GRASS JACKSON STREET EXISTING LUNCRE'I'E CITY SIDEWALK ASPHALT PARKING NEW o PLANTED BERM NEW PAVER NEW PLAY Y ARL) NEW ACCESSIBLE PARKING LANTERN CENTER PLANTED NEW CONCRETE RAMP IFAA RY EXISTING CHURCH (7387) EXISTING CONCRETE CITY SIDEWALK WHITE STREET • ........ .... .. .. F =: EAST 16TH STREET STRONG URBAN CORE QUESTIONS?