New marketing program will promote economic development

As part of an effort to improve the city’s image, Leavenworth city commissioners have started looking at a proposed marketing program to attract economic development.

Andrea Adkins, the city’s economic development administrator, gave a presentation on the proposal Tuesday night during the commission’s study session.

Adkins reviewed the city’s strengths when it comes to attracting a variety of businesses.

“We have a really diverse business community here,” she said. “Leavenworth has a lot of Fortune 500 companies working here.”

Adkins said having a strong marketing strategy will increase awareness and develop the community’s identity. She said the marketing will make consumers aware of the area while also changing their perception of the area.

To illustrate the “branding” concept, Adkins used a new slogan: “First then, first now. The first city of Kansas still leading the way.” She also created a logo featuring the letters “LV,” however, the bottom of the “V” incorporates the KC-One logo.

Adkins said Leavenworth’s proximity to the Kansas City metropolitan area is a strong benefit when trying to attract economic development. She said the city needs to embrace its classification of being a part of the metro area.

The city’s brand would be reinforced on the Internet at www.liveworklv.net.

According to Adkins, a successful marketing and branding program will unite the community behind a single message; build a positive perception of the city as being a good location for high-impact business; create “top of mind” awareness when companies make site selections; and result in the attraction of diversified companies locating in the region.

“The purpose of this marketing plan is to offer ideas for creating a stronger self-image that will spark a new wave of promotion outside of the region,” Adkins wrote in the plan.

Adkins said the audience for the city’s marketing efforts will be government contractors and technology firms; health care and biotechnology; food processing; retirement and assisted living; law enforcement suppliers, contractors and service firms; manufacturing and light industrial; and niche retail.

Commissioners asked how Adkins would measure whether or not the marketing program is successful when it comes to attracting economic development. Adkins said she would need at least a year to establish historic data for a baseline.

“This is in its infancy right now,” Adkins said in reference to the proposed marketing plan.

In other discussion:

* QUARTERLY UPDATES — Commissioners heard presentations by Kelly Harris, superintendent of the Leavenworth School District, and Steve Jack, executive director of the Leavenworth County Development Corporation.

Harris said the district is moving forward on construction related to the $57.8 million bond issue that was recently approved by voters.

“We do have an aggressive timeline we’re looking at,” Harris said in reference to the new stadium and parking area being done by mid-August. “The reason for an aggressive timeline is, of course, the economy.”

Construction at the high school will be done during the summer and while students are in the building next fall. She said it is scheduled to be finished during the winter of 2010.

Two elementary schools, David Brewer and Anthony, will need to be vacated for one year during construction.

“We would love to keep our children together,” she said in reference to those students being sent to different schools.

However, the remaining elementary schools are not large enough to accommodate all of the students from either of the two schools. Harris said they will work to make sure they can at least keep students together in grade levels.

Jack updated commissioners on LCDC’s business retention and expansion program. He said they have already met with representatives of 20 companies.

Although the quarter is not over, Jack said there have been 11 new leads this month and two of them are still active.

* DEMOLITION — Commissioners reviewed seven properties that were granted 60 days for improvements before they are demolished.

The commission designated the properties during a public hearing on Oct. 14 regarding 17 structures. At the time, owners of the seven properties assured commissioners they were making repairs and that structures would meet city code requirements.

According to Roger Denton, city planner, five of the property owners have been in contact with the city since the 60 days was granted. Those structures are located at 508 Dakota, 901 and 903 Cherokee, 905 and 907 Cherokee, 2219 Second Ave. and 820 Kiowa.

As for the two properties at 526 Miami St. and 904 Sherman Ave., Denton indicated there has not been any “substantial” changes since the October hearing.

Commissioners will decide on Jan. 13 whether any of the seven structures should be removed from the demolition list.

* SIGNAGE — City staff will draft a policy for recognition signs.

Leavenworth does not have a formal policy for the signs. There are several different signs located along Fourth Street.

Once a policy is created, it will be reviewed by commissioners.