View Presentation - City of Ormond Beach

STRATEGIC ECONOMIC
DEVELOPMENT PLAN Workshop
2017-2019
City of Ormond Beach
Economic Development Department
August 27, 2016
Workshop Program
• Principals of Economic Development
• Summary of Current 3 Year Strategic Economic
•
•
•
•
Development Plan
Evaluation: How Did We Do?
Updated Demographics
Ormond Beach Demographics and Retail
Analysis
Workshop Next Steps
– Update Goals/Objectives/Strategies
What Is A Strategic Economic
Development Plan
• Strategic Planning is a visionary process
•
of what an organization, place or group
want to be in the future.
Strategy is the framework that guides
those decisions that determine the nature
and direction of the process.
In Framing the Plan
• Public sector does not create jobs, its role is to help
create the environment provide the support that
encourages business investments; which creates jobs
• Ensure available infrastructure for future industry needs of
start-ups, relocation and expansion projects
• Collaborate with governmental agencies and industry to
address specific workforce skills and educational training
• Integrate business retention, expansion and recruitment with
downtown development, visitation, hospitality, and arts &
culture with the City’s natural resources to form an economic
development plan for the future
Components of the Plan
• Goal Development
•
– Identify key City Economic Development Activities
– List strategic issues, expressed as questions
– Prioritize issues and solutions
– Create goals and objectives
Strategic Action Plan (3 year)
– Specific action items for each goal and objective
– Create a time period of the actions
– The identification of the resources (people, money)
needed for carrying out the action items
Investing in the City’s
Economic Development Future
• Why should a community spend any resources
to encourage and support business investment
and job creation?
– Primarily to diversify the community’s tax
base.
• Example: Florida Production Engineering is
located in the Airport Business Park and
has a 235,000 square foot plant that
employs about 250 people. The Company
pays local taxes and fees equivalent to 238
average homes in Ormond Beach.
Investing in the City’s
Economic Development Future
• 2002 City Commission worked with Volusia County and
developer, Tomoka Holdings, to create a 3,000 acre
planned development, including a 570 acre Commerce
Park.
– Provides land area for job creation and capital
investment
– Double the size of the Airport Business Park
– The location has 2 key site selection requirements:
visibility and accessibility to major highway and rail
line.
– Tomoka Holdings is working on infrastructure plans
with the City.
Ormond Crossings Site
Ormond Crossings Master
Development Plan
Land Use
Proposed Total
Sq. Ft.
Retail Commercial
200,000
Office
900,000
Business/Flex-space
350,000
Industrial
800,000
Storage
240,000
Warehouse/Distribution
560,000
Public/Institutional
165,000
Residential in Ormond
Units
2,950
US 1 Frontage (estimate)
1,655,000
Total
4,870,000 2,950
Ormond Airport Projects
10
Ormond Beach Municipal Airport
• The Ormond Beach Municipal Airport continues to play an important
role in enhancing the City’s economic development base.
– The recently approved Airport Master Plan was preceded by
community workshops and meetings over the past year
– Taxiway Golf, which is parallel to the north/south Runway 17/35.
This new 3,700 foot long taxiway. Taxiway Golf will be open for
business this November.
– Open approximately 120 acres of airport property in the
northwestern and southwestern quadrants of the airport for
aviation business development.
– Runway extension of 1,000 feet on the westerly runway 8.
– Since 2009, the City has worked successfully with the Federal
Aviation Administration and the Florida Department of
Transportation to invest over $8 million dollars in capital
improvements at the airport.
Ormond Beach Municipal Airport
Business Development
• Super Petrel USA, a Brazilian light sport aircraft
•
•
manufacturing firm, has established a facility at the
airport for the purpose of opening an aircraft assembly,
sales, distribution and parts support business in North
America.
Their Ormond Beach headquarters will be used in the
final assembly of aircraft components shipped from
Brazil, and also sales, distribution, and aircraft
orientation for their customers.
The company has sold more than 350 aircraft worldwide,
which are now operating in 23 countries across the
globe.
Retail Projects – Granada Blvd
13
North US1 Investment
• Annexation: Over the past 3 years the City of Ormond
Beach annexed 252 acres of commercial and industrial
land from the County of Volusia. Increasing property tax
base and adding $130,000 in new revenue.
• $1.7 Million in landscaping and irrigation projects
underway from Airport Road to Destination Daytona,
including the I-95 Interchange.
14
North US 1 Development Projects
Growth Assistance Program
Projects 2013-2015
City assisted 7 major Ormond Beach businesses in relocation/expansion
projects:
• Emergency Communication Networks *
• SR Perrott *
• Valiant Equipment *
• Ameritech Die & Mold *
• Edgewell (Playtex) Manufacturing *
• Concentrated Aloe *
• Germ Free Labs
And recruited 4 companies:
• DuvaSawko *
• SKYO Industries*
• Prime Global Group Inc.*
• Super Petrel USA
* Projects receiving incentives
Growth Assistance Program
Analysis 2013-2016
• City’s Performance Based Incentives:
– Direct grants for New Jobs and Capital
Investment - $645,000
(To be paid through 2020)
– Property Tax Reimbursement $305,700
(To be reimbursed from 2016-2022)
• State Incentives leveraged: $225,600
Growth Assistance Program
Analysis 2013-2016
• Private Capital Investment over 5 years:
– Production machinery, building construction, office equipment
• $28.1 Million
• Taxable Sales over 5 years in the City:
– Construction material, furniture, fixtures, office equipment, real
estate, insurance
• $29.4 Million
Growth Assistance Program
Analysis 2013-2016
• Jobs: 315 New + 398 Retained = 713
• City Land Sales Revenue: $429,000
• Payback period-incentive funding: 2.9 years
• Investment multiplier: 28.8 times
• The benefits do not include revenue to the City
from utility taxes and franchise fees.
Building Improvements
in Downtown CRA District
FY 2012 - FY 2015
FY 2015
Comment
FY 2014
FY 2013
FY 2012
Capital Projects
$5,236,782
$1,222,937 Downtown landscaping;
hardscaping, median
irrigation and lighting.
$2,041,856
$1,601,628
$370,361
Grants Awarded
Subtotal Capital
$956,062
$6,192,844
$185,065 Property Improvement
$1,408,002
$251,372
$2,293,228
$269,625
$1,871,253
$250,000
$620,361
$0
$273,429
$0
$196,557
$0
$111,459
Policing/Enforcement Program
Operating/Maintenance/Other
$834,986
Administration
Subtotal Non-Capital
Total Expenditure
$834,986
$7,027,830
$0
$253,541 Contract with
MainStreet, grounds
No Administrative costs
charged to TIF
$253,541
$1,661,543
$0
$273,429
$196,557
$111,459
$2,566,657
$2,067,810
$731,820
I n Sum m ary… ..
100% of all TIF expended revenues benefit residents and
businesses in the CRA District. No administrative costs are
charged to the CRA District.
The contributing TIF partners to this redevelopment effort
benefit from the demonstrated confidence exhibited by
private sector capital investment in the downtown CRA.
SUMMARY
(2012 - 2014)
STRATEGIC ECONOMIC
DEVELOPMENT PLAN
Evaluation: How Did We Do?
Goal 1. Business Retention/Expansion
Action Steps
OBJ. 1.1
1.1.1
1.1.2
1.1.3
1.1.4
1.1.5
1.1.6
Status
2016
Foster a healthy business environment
Conduct Annual Business Survey
Annual tax rate analysis
Business assistance program
Promote community activities
Conduct Business Visitation Program
Create "Gateways" into the City
YES
YES
YES
YES
YES
YES
OBJ. 1.2 Assist businesses in hiring/training skilled labor force
1.2.1
Coordinate with Career Source
YES
OBJ. 1.3 Assist businesses access to capital/financial incentive programs
1.3.1
1.3.2
1.3.3
1.3.4
Establish a City incentive program
Establish informational repository for financial incentive programs
Establish process for financial institutions to review capital needs
Assist with State and Federal grants
YES
YES
YES
YES
OBJ. 1.4 Assist commercial/industrial business expansion
1.4.1
1.4.2
1.4.3
Update Inventory airport/business park properties/prepare marketing material
Work with County on possible trade opportunites
Develop Furniture/Home Improvement District Marketing Program
YES
YES
NO
OBJ. 1.5 Develop reuse program for Florida Memorial Hospital properties
1.5.1
Work with the Hospital/agents to assist in reuse of property
YES
OBJ. 1.6 Evaluate existing business regulations for simplicity and efficiency
1.6.1
1.6.2
Streamline permitting process
Review development standards
YES
YES
OBJ. 1.7 Identify additional economic opportunity areas
1.7.1
Promote internship with businesses and educational institutions
YES
Year
1
Year
2
Year
3
Goal 2. Business Recruitment
Action Steps
OBJ. 2.1
2.1.1
Status
2016
Ensure sufficient properties available for business expansion
Update inventory & data base-vacant public lands
YES
2.1.2
Fast-track development process for target industries
YES
OBJ. 2.2
2.2.1
2.2.2
2.2.3
2.2.4
2.2.5
Approve Design Standards and PMUD
Support Developer with wetland permits
Encourage infrastructure construction
Approve Master Development Plans for SW Quadrant
Infrastructure construction of SW Quadrant
OBJ. 2.3
2.3.1
2.3.2
2.3.3
2.3.4
2.3.5
2.3.6
2.3.7
2.3.8
2.3.9
2.3.10
Create regional commerce park (Ormond Crossings) and SW Quadrant of Airport
YES
YES
YES
NO
YES
Coordinate marketing strategies to attract industry
Identify and prepare list of target industries
Prepare marketing package for Ormond Crossings Commerce Park and Southwest Quad
Create a business attraction team for Ormond Crossings
Identify and attend trade shows and conferences
Work with Career Source to communicate/coordinate job skills needs for future indutries
Develop marketing strategies for each key industries
Work with local business CEOs to identify sector businesses
Explore medical sector growth opportunities
Work with retailers, brokers, developers and property owners to fill vacant spaces and/or expand retail
opportunities within the City
Continually update the City's Webpage (economic development)
YES
YES
YES
YES
NO
YES
YES
YES
YES
YES
Year
1
Year
2
Year
3
Goal 2. Business Recruitment, cont.
Action Steps
OBJ. 2.4
2.4.1
2.4.2
Provide/identify businesses access to financial incentive programs
OBJ. 2.5
2.5.1
Launch a marketing program to "Brand the City"
OBJ. 2.6
2.6.1
Attract new industries to the Ormond Beach Airport
OBJ. 2.7
2.7.1
2.7.2
Identify/recruit "green"/sustainable energy industry
OBJ 2.8
2.8.1
Promote green industry standards
OBJ. 2.9
2.9.1
Analyze our Competitiveness
OBJ. 2.10
2.10.1
Partner with ERAU for additional facilities to support expansion of new tech park
OBJ 2.11
2.11.1
Develop active marketing program for the motorcycle industry
Identify capital resources for new businesses
Prepare an inventory business incentives
Explore new branding concepts
Identify/recruit aviation industry businesses
Recruit green/energy sustainable businesses
Utilitize funding incentives for energy renewable businesses
Work with staff/commission/business community to develop/implement building standards
Evaluate annually our competitive position related to millage, utilities, incentives, etc.
Work with ERAU administration to expand facilities into Ormond Beach
Research motorcycle and related industry for possible recruitment
Status
2016
YES
YES
NO
YES
NO
NO
NO
YES
YES
YES
Year
1
Year
2
Year
3
Goal 3. Downtown, Hospitality, Retail
Action Steps
Status
2016
OBJ. 3.1
3.1.1
3.1.2
3.1.3
3.1.4
Update current CRA Downtown Master Plan
OBJ 3.2
Review and design financial assistance programs for Downtown businesses
Participate in downtown plan implementation program
Present retail/commercial gap opportunities to Mainstreet Inc.
Establish a downtown retail recruitment team
Conduct more site specific retail market studies
3.2.1
3.2.2
Promote downtown grant program
Evaluate the feasibility of business loans/grant program
OBJ. 3.3
3.3.1
3.3.2
Promote visitor attraction to the Downtown
OBJ 3.4
3.4.1
3.4.2
Market the Main Street and Visitor Attraction
OBJ 3.5
3.5.1
Develop an Arts District
OBJ 3.6
3.6.1
Implement the Granada Opportunity Zone
Work with Mainstreet Inc. to develop a marketing plan to attract visitors
Promote use of Casements by business community
Work with Mainstreet Inc. to produce and distribute Main Street marketing material
Coordinate with Mainstreet Inc.the creation of new cultural, retail stores, restuarants, and
special events to attract visitors downtown
Support Mainstreet Inc. in implementing an Arts District
Support implementation of the Granade Opportunity Zone program
YES
YES
NO
YES
YES
YES
YES
YES
YES
YES
YES
NO
Year
1
Year
2
Year
3
Updated Demographics
Historic Population Trends
1990
Daytona Beach MSA
Volusia County
Flagler County
Ormond Beach
399,438
370,737
28,701
29,721
2000
493,175
443,343
49,832
36,301
2010
590,289
494,593
95,696
38,137
2015
611,847
510,494
101,353
40,013
2010-2015
Change Percent
Change Change
21,558
15,901
5,657
1,876
3.7%
3.2%
5.9%
4.9%
Comparative Communities
2000
2010
2015
Amount
Change
Percent
Change
Deltona
69,543
85,182
87,497
2,315
2.7%
Daytona Beach
64,112
61,005
63,534
2,529
4.1%
Port Orange
45,823
56,048
58,656
2,608
4.7%
Ormond Beach
36,301
38,137
40,013
1,876
4.9%
Deland
20,904
27,031
30,493
3,462
12.8%
New Smyrna Beach
20,048
22,464
24,285
1,821
8.1%
Edgewater
18,668
20,750
20,958
208
1.0%
DeBary
15,559
19,310
20,002
692
3.6%
South Daytona
13,177
12,252
12,538
286
2.3%
Holly Hill
12,119
11,659
11,712
53
0.5%
106,880
116,655
115,656
-999
-0.9%
Unincorporated Area
Comparative Communities
Ormond
Beach
Median Age
Household with
children 18 yrs or less
(2010)
Households with some
one 65 yrs plus (2010)
Median Income
Mean Income
High School and over
Higher Education
Bachelors Degree
Graduate/Professional
Degree
Port
Daytona
Beach Deltona
Orange
50.2
48.4
40.6
38.5
Palm
Florida
Coast
46.5
41.2
22.3%
24.1%
19.6%
38.3%
29.2%
29.9%
42.2%
36.5%
29.8%
26.6%
39.7%
31.4%
$49,000 $44,981
$28,164 $44,046
$47,693 $47,212
$74,291 $59,295
$40,035 $52,986
$58,397 $67,143
93.1%
88.9%
85.3%
87.1%
89.8%
86.5%
31.3%
25.2%
19.4%
14.9%
22.2%
26.9%
18.5%
16.7%
13.0%
10.2%
14.8%
17.1%
12.8%
8.5%
6.4%
4.7%
6.7%
9.6%
Source: American Community Survey, 2010-14 trends, 2016; Strategic Planning Group, Inc.
School Ratings - 2016
School Grades
High School
Seabreeze
Middle School
David Hinson
Ormond Middle
Elementary School
Ormond Beach
Pine Trail
Tomoka
Pathway
2011
2010
2015
n/a
B
A
A
A
A
A
A
A
A
A
A
C
B
A
A
A
A
A
A
A
Source: http://schoolgrades.floe.org 2016, Strategic Planning Group, Inc.
Employment Flows
Ormond Beach Employment
Characteristics - 2016
Year 2016
LABOR FORCE
EMPLOYMENT
UNEMPLOYMENT
UNEMP. RATE
JAN
18,193
17,280
913
5.0
Source: Florida Department of Economic Opportunity, 2016
FEB
18,272
17,479
793
4.3
MAR
18,428
17,619
809
4.4
APR
18,292
17,540
752
4.1
MAY
18,466
17,743
723
3.9
JUN
18,533
17,719
814
4.4
Industry
Volusia
County,
Florida
NAICS 314 Textile product mills
NAICS 333 Machinery manufacturing
NAICS 114 Fishing, hunting and trapping
NAICS 339 Miscellaneous manufacturing
NAICS 313 Textile mills
NAICS 334 Computer and electronic product
manufacturing
NAICS 711 Performing arts and spectator sports
NAICS 623 Nursing and residential care facilities
NAICS 611 Educational services
NAICS 332 Fabricated metal product manufacturing
NAICS 447 Gasoline stations
NAICS 336 Transportation equipment manufacturing
NAICS 622 Hospitals
NAICS 323 Printing and related support activities
NAICS 444 Building material and garden supply stores
NAICS 441 Motor vehicle and parts dealers
NAICS 452 General merchandise stores
NAICS 722 Food services and drinking places
NAICS 813 Membership associations and organizations
NAICS 111 Crop production
NAICS 621 Ambulatory health care services
NAICS 485 Transit and ground passenger transportation
NAICS 327 Nonmetallic mineral product manufacturing
NAICS 445 Food and beverage stores
NAICS 238 Specialty trade contractors
NAICS 325 Chemical manufacturing
NAICS 487 Scenic and sightseeing transportation
NAICS 531 Real estate
NAICS 453 Miscellaneous store retailers
4.68
2.55
2.54
2.06
2.05
NAICS 451 Sports, hobby, music instrument, book stores
1.04
NAICS 237 Heavy and civil engineering construction
1.01
NAICS 337 Furniture and related product manufacturing
1.01
NAICS 446 Health and personal care stores
NAICS 811 Repair and maintenance
1.01
1.01
2.05
1.82
1.8
1.78
1.76
1.58
1.42
1.38
1.34
1.32
1.29
1.27
1.26
1.26
1.25
1.22
1.22
1.21
1.2
1.15
1.15
1.1
1.07
1.05
Location
Quotient
(jobs)
Compared to
US
Source:
www.bis.gov/cew/cewlq.htm
Industry
Florida -Statewide
Volusia
County,
Florida
Base Industry: Total, all industries
NAICS 314 Textile product mills
NAICS 711 Performing arts and spectator sports
NAICS 114 Fishing, hunting and trapping
NAICS 111 Crop production
NAICS 339 Miscellaneous manufacturing
NAICS 623 Nursing and residential care facilities
NAICS 487 Scenic and sightseeing transportation
NAICS 531 Real estate
NAICS 611 Educational services
NAICS 441 Motor vehicle and parts dealers
NAICS 444 Building material and garden supply stores
NAICS 445 Food and beverage stores
NAICS 722 Food services and drinking places
NAICS 452 General merchandise stores
NAICS 621 Ambulatory health care services
1
0.59
1.44
0.95
1.52
0.9
0.96
1.52
1.52
0.91
1.18
1.09
1.19
1.13
1.11
1.13
1
2.77
2.62
2.4
1.9
1.85
1.74
1.67
1.63
1.62
1.53
1.44
1.43
1.42
1.4
1.38
NAICS 334 Computer and electronic product manufacturing
0.67
1.37
NAICS 238 Specialty trade contractors
NAICS 713 Amusements, gambling, and recreation
NAICS 622 Hospitals
NAICS 446 Health and personal care stores
NAICS 447 Gasoline stations
NAICS 453 Miscellaneous store retailers
NAICS 443 Electronics and appliance stores
NAICS 442 Furniture and home furnishings stores
NAICS 813 Membership associations and organizations
NAICS 451 Sports, hobby, music instrument, book stores
NAICS 448 Clothing and clothing accessories stores
NAICS 811 Repair and maintenance
NAICS 721 Accommodation
NAICS 812 Personal and laundry services
1.18
1.86
0.97
1.29
0.82
1.15
1.4
1.33
0.9
1.04
1.43
1.05
1.58
1.14
1.36
1.34
1.33
1.31
1.29
1.2
1.17
1.15
1.14
1.08
1.06
1.06
1.04
1.04
Location
Quotients
Compared
to Florida
Based
Source:
www.bis.gov/cew/cewlq.htm
Property Tax Rates FY
Deltona, 7.9900
Lake Helen, 7.8000
Orange City, 7.6493
South Daytona, 7.4
Deland, 6.9231
Daytona Beach, 6.922
Holly Hill, 6.8949
Ormond
Beach 3rd
lowest in
the County
Edgewater, 6.7
Ponce Inlet, 5.85
Oak Hill, 5.682
DB Shores, 5.159
Port Orange, 4.5288
Ormond Beach, 4.2843
New Smyrna, 3.5699
DeBary, 2.9247
0.0000
1.0000
2.0000
3.0000
4.0000
Millage
Source: City of Ormond Beach FY 2016/17 Budget
5.0000
6.0000
7.0000
8.0000
9.0000
10.0000
Comparative Utility Rates
$120.00
$100.00
$80.00
$60.00
$40.00
$20.00
$0.00
Ormond Beach
Port Orange
Daytona Beach
Shores
Holly Hill
Ormond Beach 3rd
lowest in the County
Source: City of Ormond Beach FY
Budget
Daytona Beach
South Daytona
NAME
ADDRESS
BEST WESTERN CASTILLO DEL SOL
205 S ATLANTIC AVE
MAVERICK RESORT
485 S ATLANTIC AVE
ECONO LODGE INN
1614 N US HWY 1
CASA DEL MAR
621 S ATLANTIC AVE
OUTRIGGER BEACH CLUB
215 S ATLANTIC AVE
ROYAL FLORIDIAN RESORT
215 S ATLANTIC AVE
THE COVE IN ORMOND BEACH
145 S ATLANTIC AVE
MAKAI BEACH RESORT
707 S ATLANTIC AVE
GEORGIAN INN BEACH CLUB
759 S ATLANTIC AVE
CORAL SANDS INN
1009 OCEANSHORE BLVD
ATLANTIC COVE
711 S ATANTIC AVE
HAMPTON INN
155 INTERCHANGE BLVD
TROPIC SUN TOWERS
591 S ATLANTIC AVE
SLEEP INN
10 WILLIAMSON BLVD
DAYS INN
1608 N US HWY 1
SCOTTISH INN
1608 N US HWY 1
MOTEL 6
1567 N US HWY 1
CORVETTE MOTEL
565 S ATLANTIC AVE
BAYMONT INN & SUITES
175 INTERCHANGE BLVD
QUALITY INN
295 S ATLANTIC AVE
CHATEAU MAR BEACH RESORT
507 S ATLANTIC AVE
SUPER 8
1634 N US HWY 1
OCEAN EAST RESORT CLUB
867 S ATLANTIC AVE
DAYS INN MAINSAIL INN & SUITES
281 S ATLANTIC AVE
LOTUS INN & SUITES
505 S ATLANTIC AVE
OCEANFRONT INN & SUITES
599 S ATLANTIC AVE
DRIFTWOOD RESORT
657 S ATLANTIC AVE
SYMPHONY BEACH CLUB
453 S ATLANTIC AVE
HOWARD JOHNSON HOTEL & SUITES 1635 N US HWY 1
SCOTTISH INN & SUITES
484 S ATLANTIC AVE
VANGUARD MOTEL
650 S YONGE ST
ORMOND INN
372 S YONGE STREET US HWY 1
A1 TRAVEL INN
342 S ATLANTIC AVE
TOTAL ORMOND BEACH HOTEL ROOMS
Ormond Beach
Hospitality
Inventory
ROOMS
147
135
120
118
114
114
112
110
104
103
94
85
84
82
72
72
69
68
67
54
51
48
45
43
42
39
37
32
22
20
16
14
12
2,345
2005 - 1,264
2011 - 1,513
2016 – 2,345
2011- 2016
Gain – 945 rooms
Source:
fttp://dbporftp.state.fl.us/pub/11/41dinspl.csv
Ormond Beach city, FL (1253150)
Merchandise Lines
Total Retail Sales & Eating, Drinking Places
Cars, Trucks, Other Powered Transportation
Drugs, Health Aids & Beauty Aids
Groceries & Other Foods
Automotive Fuels
All Other Merchandise
Cigars, Cigarettes, Tobacco, Accessories
Pets, Pet Foods & Pet Supplies
Women's, Juniors' & Misses' Wear
Packaged Liquor/Wine/Beer
Paper & Related Products
Footwear
Lawn/Garden/Farm Equipment/Supplies
Computer Hardware, Software & Supplies
Books
Men's Wear
Sporting Goods
Furniture & Sleep Equipment
Major Household Appliances
RVs, Campers, Camping & Travel Trailers
Toys, Hobby Goods & Games
Hardware, Tools, Plumbing, Electrical
Flooring & Floor Coverings
Televisions, Video Recorders, Video
Cameras
Curtains, Draperies, Blinds, Slipcovers, Etc.
Children's Wear
Paint & Sundries
Soaps, Detergents & Household Cleaners
Kitchenware & Home Furnishings
Lumber & Building Materials
Sewing, Knitting & Needlework Goods
Photographic Equipment & Supplies
Small Electric Appliances
Automotive Lubricants
Audio Equipment, Musical Instruments
Jewelry
Optical Goods
Alcoholic Drinks
Meals & Snacks
2016 Demand
(Consumer
Expenditures)
$728,168,720
2016 Supply
(Retail Sales)
$447,257,623
Opportunity
Gap/Surplus
$280,911,097
$103,766,929
$10,100,907
$93,666,022
$126,235,275
$123,663,819
$81,753,664
$35,225,622
$12,535,076
$11,187,907
$14,591,101
$9,010,515
$9,063,713
$8,129,657
$8,515,897
$5,494,754
$62,974,931
$77,320,819
$35,644,096
$22,497,066
$5,071,988
$5,249,146
$8,783,339
$3,495,290
$5,153,394
$4,327,458
$4,799,846
$2,761,086
$63,260,344
$46,343,000
$46,109,568
$12,728,556
$7,463,088
$5,938,761
$5,807,762
$5,515,225
$3,910,319
$3,802,199
$3,716,051
$2,733,668
$3,816,393
$1,219,874
$2,596,519
$8,487,022
$4,303,173
$5,931,753
$2,060,384
$2,555,269
$2,242,789
$12,985,231
$10,749,240
$2,235,991
$7,615,062
$4,144,432
$4,760,836
$13,401,438
$4,507,044
$5,522,845
$2,153,517
$3,061,412
$11,708,267
$2,904,977
$2,092,217
$1,990,915
$1,699,424
$1,693,171
$1,602,067
$3,773,052
$2,235,911
$1,537,141
$4,030,808
$2,708,848
$1,321,960
$6,432,379
$2,991,445
$4,948,525
$7,157,659
$7,021,781
$787,191
$597,678
$1,186,679
$454,808
$1,404,937
$2,820,073
$1,881,756
$4,403,635
$65,081,756
$5,164,610
$1,790,703
$3,997,100
$6,251,212
$6,179,577
$306,530
$349,982
$954,716
$269,635
$1,226,762
$3,021,987
$2,361,786
$6,603,750
$110,342,880
$1,267,769
$1,200,742
$951,425
$906,447
$842,204
$480,661
$247,696
$231,963
$185,173
$178,175
-$201,914
-$480,030
-$2,200,115
-$45,261,124
Merchandize Gap
Analysis For
Entire City
Source: Nielsen Inc. 2016, Strategic Planning Group, Inc.
Retail Stores
Total Retail Sales & Eating, Drinking
Places
Motor Vehicle & Parts Dealers-441
Automotive Dealers-4411
Other Motor Vehicle Dealers-4412
Automotive Parts/Accessories, Tire
Stores-4413
Furniture & Home Furnishings Stores442
Furniture Stores-4421
Home Furnishing Stores-4422
Electronics & Appliances Stores-443
Electronics & Appliances Stores-44314
Household Appliances Stores443141
Electronics Stores-443142
Building Material, Garden Equipment
Stores -444
Building Material & Supply Dealers4441
Home Centers-44411
Paint & Wallpaper Stores-44412
Hardware Stores-44413
Other Building Materials Dealers44419
Building Materials, Lumberyards444191
Lawn/Garden Equipment/Supplies
Stores-4442
Outdoor Power Equipment Stores44421
Nursery & Garden Centers-44422
Food & Beverage Stores-445
Grocery Stores-4451
Supermarkets, Grocery (Except
Convenience) Stores-44511
Convenience Stores-44512
Specialty Food Stores-4452
Beer, Wine & Liquor Stores-4453
Health & Personal Care Stores-446
Pharmacies & Drug Stores-44611
Cosmetics, Beauty Supplies, Perfume
Stores-44612
Optical Goods Stores-44613
Other Health & Personal Care Stores44619
Retail Gap
Analysis For
Entire City
Ormond Beach city, FL (1253150)
2016 Demand
(Consumer
2016 Supply
Opportunity
Expenditures)
(Retail Sales)
Gap/Surplus
$728,168,720
$447,257,623
$280,911,097
$128,005,321
$104,546,096
$12,462,742
$21,340,879
$7,893,016
$6,623,525
$106,664,442
$96,653,080
$5,839,217
$10,996,483
$6,824,338
$4,172,145
$14,538,835
$11,598,732
$2,940,103
$7,684,256
$6,854,579
$11,932,709
$6,851,991
$4,746,741
$6,684,549
$832,265
$2,107,838
$5,248,160
$11,932,709
$6,684,549
$5,248,160
$1,867,816
$1,125,882
$741,934
$10,064,893
$5,558,667
$4,506,226
$82,796,640
$65,010,687
$17,785,953
$71,421,140
$62,845,891
$8,575,249
$28,554,800
$1,306,976
$6,725,660
$22,268,742
$233,208
$5,696,141
$6,286,058
$1,073,768
$1,029,519
$34,833,704
$34,647,800
$185,904
$12,721,004
$12,946,715
-$225,711
$11,375,500
$2,164,796
$9,210,704
$3,739,841
$663,366
$3,076,475
$7,635,659
$94,155,882
$60,938,201
$1,501,430
$52,060,586
$41,329,843
$6,134,229
$42,095,296
$19,608,358
$56,947,899
$38,847,430
$18,100,469
$3,990,302
$7,316,174
$25,901,507
$52,547,145
$42,544,705
$2,482,413
$998,341
$9,732,402
$46,023,026
$39,388,137
$1,507,889
$6,317,833
$16,169,105
$6,524,119
$3,156,568
$3,772,701
$968,546
$2,804,155
$1,608,161
$2,209,738
-$601,577
$4,621,578
$3,456,605
$1,164,973
The top five opportunities (gap) identified
at the four digit commodity/store code
within the City of Ormond Beach Market
Area, the largest opportunities (GAP) are:





Gasoline Stations with Convenience
Store (4471) - $27.2 million gap
Grocery Stores (4451) - $19.6 million
gap
Beer/Wine Stores (4453) – $16.1 million
gap
Lawn/Garden Stores (4442) - $9.2
million gap
Building Supplies (4441) - $8.6 million
gap
This list does not include non store retailers
(i.e. catalog, internet based retail, etc.)
Source: Nielsen, Inc. 2016, Strategic Planning Group, Inc.
Retail Stores
Gasoline Stations-447
Gasoline Stations with Convenience
Stores-44711
Other Gasoline Stations-44719
Clothing & Clothing Accessories Stores448
Clothing Stores-4481
Men's Clothing Stores-44811
Women's Clothing Stores-44812
Children's, Infants' Clothing Stores44813
Family Clothing Stores-44814
Clothing Accessories Stores-44815
Other Clothing Stores-44819
Shoe Stores-4482
Jewelry, Luggage, Leather Goods
Stores-4483
Jewelry Stores-44831
Luggage & Leather Goods Stores44832
Sporting Goods, Hobby, Book, Music
Stores-451
Sporting Goods, Hobby, Musical
Instrument Stores-4511
Sporting Goods Stores-45111
Hobby, Toy & Game Stores-45112
Sewing, Needlework & Piece
Goods Stores-45113
Musical Instrument & Supplies
Stores-45114
Book, Periodical & Music Stores-4512
Book Stores & News Dealers45121
Book Stores-451211
News Dealers & Newsstands451212
Prerecorded Tape, CD, Record
Stores-45122
General Merchandise Stores-452
Department Stores, Excluding Leased
Departments-4521
Other General Merchandise Stores4529
Miscellaneous Store Retailers-453
Florists-4531
Office Supplies, Stationery, Gift Stores4532
Office Supplies & Stationery Stores45321
Gift, Novelty & Souvenir Stores45322
Used Merchandise Stores-4533
Other Miscellaneous Store Retailers4539
Non-Store Retailers-454
Foodservice & Drinking Places-722
Full-Service Restaurants-7221
Limited-Service Eating Places-7222
Special Foodservices-7223
Drinking Places -Alcoholic Beverages7224
Ormond Beach city, FL (1253150)
2016 Demand
(Consumer
2016 Supply
Opportunity
Expenditures)
(Retail Sales)
Gap/Surplus
$49,844,706
$20,216,736
$29,627,970
$36,510,047
$9,292,070
$27,217,977
$13,334,659
$10,924,666
$2,409,993
$30,001,100
$24,412,640
$5,588,460
$15,246,768
$877,983
$3,702,470
$12,078,402
$181,508
$348,901
$3,168,366
$696,475
$3,353,569
$805,442
$89,313
$716,129
$7,710,840
$10,373,710
-$2,662,870
$643,634
$120,729
$522,905
$1,506,399
$2,264,735
$964,241
$730,278
$542,158
$1,534,457
$12,489,597
$11,603,960
$885,637
$11,345,786
$11,290,544
$55,242
$1,143,811
$313,416
$830,395
$11,575,643
$5,827,907
$5,747,736
$10,015,522
$5,569,093
$4,446,429
$5,188,166
$2,664,138
$2,581,540
$1,553,600
$2,606,626
$1,110,538
$1,204,556
$487,226
$717,330
$958,662
$946,727
$11,935
$1,560,121
$258,814
$1,301,307
$1,336,946
$25,307
$1,311,639
$1,159,327
$25,307
$1,134,020
$177,619
$0
$177,619
$223,175
$233,507
-$10,332
$86,496,363
$50,994,921
$35,501,442
$37,526,491
$16,881,984
$20,644,507
$48,969,872
$34,112,937
$14,856,935
$20,117,375
$788,552
$9,076,011
$963,656
$11,041,364
-$175,104
$9,333,109
$5,481,057
$3,852,052
$4,509,063
$1,795,360
$2,713,703
$4,824,046
$3,685,697
$1,138,349
$1,256,864
$496,217
$760,647
$8,738,850
$2,135,081
$6,603,769
$70,255,632
$75,901,369
$34,266,686
$30,184,770
$8,357,193
$8,056,283
$125,954,666
$70,337,064
$48,613,474
$4,750,913
$62,199,349
-$50,053,297
-$36,070,378
-$18,428,704
$3,606,280
$3,092,720
$2,253,215
$839,505
Retail Gap
Analysis For
Entire City,
cont.
Source: Claritas, Inc. 2011, Strategic Planning Group, Inc.
Retail Recruitment Challenges
• New Competition
– Tanger Outlet Mall (80+ Stores)
– ONE DAYTONA (300,000 sq. ft.)
• On Line Sales
– Sales Growth 4x shopping centers
• Loss of Mom and Pop Stores
– Lack of Credit/reduced credit lines
2006 Downtown Master Plan
2006 Master Plan
Reviewed
• Review existing development initiatives
• Promote walkability
• Provide connection to City Parking lot
•
•
(downtown)
More space to allow for restaurant seating out
front (downtown)
Promote 3-6 story mixed use developments to
increase population in and near Main Street/CRA
(walk/bike)
Downtown Redevelopment/Visitation
Strengths
• Name recognition and image (Ormond Beach)
• Casements/Other historic sites (need to form
•
•
•
•
•
historic district--brown sign)
Ormond Heritage Residential Development
Ocean/Inter coastal waterway waterfrontage)/
Bridge
Granada Streetscape/Significant visual
improvement
Existing businesses
New developments (Angel Investor)
Downtown Redevelopment/Visitation
Weaknesses
• Length and limited width CRA/Main Street
•
•
•
•
•
•
•
boundary
Old vacant grocery (Ocean Side)
Access to area (traffic)
River/Bridge barrier
Somewhat isolated at north end of market
Lack of downtown parking (perceived or real)
Lack of development sites/small sites
Lack of anchors (exception is City Hall/Library)
Downtown Redevelopment/Visitation
Weaknesses/Competition
• Tanger Off Price Mall
• ONE DAYTONA
• Daytona Beachfront
Downtown Retail Mix
Comparison
Source: Strategic Planning Group, Inc.
Increase “Traffic” Downtown
• Branding/What is it?
– New concept (District Names)
– Expand Orientation (new markets)
• Web presence
– Main Street
• Mobile App
• Piggyback on existing linkages/Daytona
Beach area events
Workshop Next Steps
• Review/Discussion/Proposed Changes:
–Macro Goals
–SWOT
–Target Industries
–Individual
Macro Goals of 2012-14 Plan
• Expand the Ormond Beach non-residential tax
•
•
•
•
base and other revenue sources
Provide for a variety of employment
opportunities in Ormond Beach
Maintain and increase financial wealth of
Ormond Beach residents
Ensure quality commercial and industrial
development
Increase participation and regional coordination
of economic development efforts to eliminate
redundancies
Ormond Beach Weaknesses
2012-2014 Plan
• Limited airport service from Daytona
•
•
•
•
•
International
Lack of independent identity/branding.
Limited skilled labor pool
Lack of a major chain flagship type hotel/large
business conference center
Awareness of downtown parking availability
Lack of entry level employment opportunities
Ormond Beach Strengths
2012-2014 Plan
•
•
•
•
•
•
Positive local image.
Highest ranked schools in Volusia County.
Part of the High-tech Corridor.
Proximity to 10 colleges & universities (Daytona
State College, Bethune-Cookman College, University
of Central Florida, Stetson University, Embry-Riddle
Aeronautical University, Palmer Chiropractic College,
Nova Southeastern University, International
Academy, Keiser University, University of Phoenix,
Phoenix College of Aeronautics) and Wyotech
Institute.
Rail service – Florida East Coast Railroad.
Ormond Beach Municipal Airport (1,128 acres).
Ormond Beach Strengths, cont.
•
•
•
•
•
•
•
•
•
•
•
•
•
Airport Business Park – competitive, lower-cost land.
Cost competitive infrastructure (water, sewer, electric, and
communications) to service industrial/commercial expansion.
Planned 3,000-acre Ormond Crossings – 4.7 Million square
feet commercial/industrial space (1,000 acres).
Superior quality of Life – beaches, ocean, recreational
facilities and parks.
Quality of residential developments.
Low crime rate.
Highly educated work force.
Numerous special events that bring in additional dollars.
Consistent/stable/supportive local government
Best place to retire
Available workforce housing
Available and buildable industrial sites
Large variety of places of worship
Proposed Target Industries
Business Recruitment
Independent Study
Team Volusia Economic Development Corp.
Targeted Industries
TEAM Volusia EDC and the City of Ormond Beach have
defined the following seven industrial clusters as their
main “targeted industries” for Business Recruitment.
Advanced M anufacturing
• Aerospace Manufacturers
•
•
•
–Parts & Components and OEM Supplier
Computer & Electronic Product Manufacturing
–Navigational, Measuring, Electromedical & Control
Instruments
Machine Manufacturing
–Agricultural, Construction, and Mining Machinery
Medical Equipment & Supplies
–Medical Machinery, Instrumentation, Devices
Targeted Industries, cont.
Other Sectors
•Professional & Business Services
•
•
•
–Regional Headquarters
–Customer Service Centers
Emerging Technologies
–Aerospace Research & Development
Distribution & Warehouse
–Online Retail, Traditional Retail, Food and
Grocery
Film Production
Components of the 2017-2019
Strategic ED Plan
• To serve the city as a guide for identifying key
•
priorities in diversifying the City’s Economy
The plan is focused on three major components of
economic development:
– Retain and Expand Existing Manufacturing and
High Technology Business
– Recruit New Jobs and Capital Investment to the
City
– Downtown Redevelopment and Visitor
Attraction
Workshop Next Steps?
Break up into 3 groups
1. Retain and Expand Existing
Manufacturing and High Technology
Businesses
2. Recruit New Jobs and Capital
Investment to the City
3. Downtown Redevelopment and
Visitation
Proposed 2016 Objectives and
Strategies for
Goals 1:
R etain and Ex pand Ex isting
M anufacturing and High Technology
Businesses
Goal 1. Retain and Expand Existing
Manufacturing
and High Technology Businesses
Goal 1. Retain and Expand Existing Manufacturing and High Technology Businesses
Action Steps
OBJ. 1.1
1.1.1
1.1.2
1.1.3
1.1.4
Foster a Healthy Business Environment
Conduct Target Business Surveys
Annual tax rate analysis
Provide business assistance program
Conduct Business Visitation Program
OBJ. 1.2 Assist Businesses with Hiring/Training Skilled Labor Force Programs
1.2.1
Work with Career Source employment agency to promote employment assistance programs
1.2.2
Work with local education institutions i.e. Embry Riddle, Daytona State College to promote educational programs for business
development
Promote internships with businesses and educational institutions
1.2.3
OBJ. 1.3 Assist Businesses with Access to Capital/Financial Incentive Programs
1.3.1
1.3.2
1.3.3
Continue the City's Growth Assistance Program of economic development incentives
Maintain informational repository for financial incentive programs
Assist businesses in qualifying for State of Florida economic development funds
Goal 1, cont.
Goal 1. Retain and Expand Existing Manufacturing and High Technology Businesses
Action Steps
OBJ. 1.4 Assist Commercial/Industrial Business Expansion
1.4.1
1.4.2
1.4.3
Maintain an inventory of business park and airport properties
Prepare marketing material to recruit businesses/developers to available properties
Work with Volusia County officials to promote trade program opportunites to businesses
OBJ. 1.5 Maintain "Open for Business" Expedited Permiting Process
1.5.1
1.5.2
Work with City staff to maintain a streamline permitting process
Maintain and update business development standards and regulations
OBJ. 1.6 Development of Municipal Airport
1.6.1
1.6.2
1.6.3
1.6.4
1.6.5
OBJ. 1.7
OBJ. 1.8
Implement 2016 Airport Master Plan
Apply for Federal and State Airport grants
Design and construct runway extention (Runway 8)
Design and construct roadways to SW Quadrant
Market Airport properties to Airport related businesses and tenants
Proposed 2016 Objectives and
Strategies for
Goals 2:
R ecruitm ent of New Jobs and
Capital I nvestm ent to the City
Goal 2. Recruitment of Jobs and
Capital Investment
Goal 2. Recruit New Jobs and Capital Investment to the City
Action Steps
OBJ. 2.1 Ensure Available Properties for Business Recruitment
2.1.1
Maintain a database of available properties including buildings and vacant land
2.1.2
Work with Team Volusia, realtors, property owners, and developers in the business recruitment process
OBJ. 2.2 Create Regional Commerce Park (Ormond Crossings)
2.2.1
2.2.2
2.2.4
Support developer in expediting the local, regional, and state permit process
Work with developer to expedite infrastructure construction
Streamline development process for target industries
OBJ. 2.3 Coordinate Marketing Strategies to Attract Manufacturing and High Technology Businesses
2.3.1
2.3.2
2.3.3
2.3.4
2.3.5
Recruit companies on Team Volusia Target Industry list
Prepare marketing material for Ormond Crossings Commerce Park and Airport properties
Create a business recruitment team for Ormond Crossings and Airport
Identify and attend trade shows and conferences
Work with Career Source employment agency to communicate/coordinate job skills needs for future industries
2.3.6
2.3.7
2.3.8
Work with local business CEOs to identify sector businesses
Work with retailers, brokers, developers and property owners to fill vacant spaces and/or expand retail opportunities within the City
Continually update the City's economic development webpage
Goal 2, Cont.
Goal 2. Recruit New Jobs and Capital Investment to the City
Action Steps
OBJ. 2.4 Provide Businesses Access to Financial Incentive Programs
2.4.1
2.4.2
2.4.3
Identify capital resources for new businesses
Maintain inventory of business incentives
Continue the City's Growth Assistance Program of economic development incentives
OBJ. 2.5 Attract New Industries to the Ormond Beach Airport
2.5.1
2.5.2
2.5.3
Identify/recruit aviation industry businesses
Work with Embry Riddle Aeronautical Universary administration to expand facilities into Ormond Beach
Promote infrastructure construction of SW and NW Quadrants of the Airport
OBJ. 2.6 Develop a Competitive Business Environment
2.6.1
Evaluate annually the City's competitive position related to millage, utilities, incentives, etc.
OBJ. 2.7 Promote Retail Development Along Business Corridors
2.7.1
OBJ. 2.8
OBJ. 2.9
Work with property owners and city offcials to faciltate retail investment along business corridors
Proposed 2016 Objectives and
Strategies for
Goals 3:
Dow ntow n R edevelopm ent
and Visitation
Goal 3. Downtown
Redevelopment/Visitation
Goal 3. Promote Downtown Redevelopment and Visitation
Action Steps
OBJ. 3.1 Faciltiate Downtown Redevelopment Projects
3.1.1
3.1.2
3.1.3
3.1.4
3.1.5
3.1.6
3.1.7
3.1.8
Work with property owners and realtors to identify suitable properties for business expansion and recruitment projects
Prepare retail/commercial gap opportunities to Ormond Mainstreet
Establish a downtown retail recruitment team
Conduct site specific redevelopment planning
Establish/maintain a downtown property database
Promote mixed use development projects
Incorporate SEDP recommendations to Ormond Mainstreet programs
Implement 2006 Downtown Master Plan relevent redevelopment strategies
OBJ 3.2 Provide CRA and Economic Development Funds for Downtown Development Projects
3.2.1
3.2.2
Promote Community Redevelopment Area grant programs
Research and evaluate Ormond Mainstreet related finance programs
OBJ. 3.3 Promote Visitor Attraction to the Downtown
3.3.1
3.3.2
3.3.3
3.3.4
3.3.5
Work with Ormond Mainstreet and Ormond Chamber to develop a marketing plan to attract visitors
Promote use of The Casements to the business community
Update Ormond Mainstreet website
Update Downtown Business brochure/map
Coordinate with Ormond Mainstreet the creation of new cultural retail stores, restuarants, and special events to attract visitors downtown
3.3.6
3.3.7
3.3.8
Provide hoteliers with downtown marketing material
Evaluate downtown public signage program
Promote connectivity/visiability of downtown parking lots
Goal 3, Cont.
Goal 3. Promote Downtown Redevelopment and Visitation
Action Steps
OBJ 3.4 Develop the Downtown Arts District
3.4.1
3.4.2
Support Ormond Mainstreet in building an Arts District
Identify properties for arts related retail and studio sites
OBJ 3.5 Develop and Promote a Downtown/Mainstreet Branding Program
3.5.1
OBJ 3.6
OBJ 3.7
Utilize the SEDP recommendations in the downtown branding process
Thank you for your participation in
the 2106 Strategic Economic
Development Workshop!