Item 12 - Award of Contract to Economic Research Assoc./Grossman,Symington & Good
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AGENDA REPORT - ,~If'
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CITY OF POW A Y
REVISED
~
FROM:
INITIATED BY:
DATE:
SUBJECT:
Honorable Mayor and Members of the City Council
James L. Bowersox, City Ma~
Susan M. Pulone, Director o~dministrative service~
August 29, 1989 '("
Award of Contract to Economic Research Associates/Grossman,
Symington & Good to prepare a Comprehensive Marketing Plan
TO:
BACKGROUND
One of the principals recommended for this project is Mr. Neil Good who died on
August 24, 1989. The impact of his absence from the project needs to be eva-
luated by the Business Advisory Committee and staff prior to awarding the
contract for the project.
RECOMMENDATION
It is recommended that this item be removed from the calendar and rescheduled
for a later date.
JLB:SMP:nnn
r ACTION:
AUG 2 9 1989 IT ,:
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AGENDA REPORT
CITY OF POW A Y
TO:
FROM:
INITIATED BY:
Honorable Mayor and Members of the City Council
James L. Bowersox, City Man~
Susan M. Pulone, Director of Administrative servi~
August 29, 1989 '1'. I
Award of Contract to Economic Research Associates/Grossman,
Symington & Good to prepare a Comprehensive Marketing Plan
DATE:
SUBJECT:
BACKGROUND
This item was continued from the August 1, 1989, City Council meeting due to
Councilmembers Brannon and Goldsmith being absent and Councilmember Emery's
request that it be continued until the full Council was present. Recommendation
remains the same.
REC0M4ENDATlON
It is recommended that the City Council award the preparation of a comprehensive
marketing plan to Economic Research Associates/Grossman, Symington & Good and
authorize the City Manager to sign the contract for services.
JLB:ml
Attachments:
1) Staff report of August 1, 1989
ACTION:
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AUG 291989 ITEM 1 C.
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~..GENDA REPORT
CITY OF POWAY
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TO:
FROM:
INITIATED BY:
DATE:
SUBJECT:
Honorable Mayor and Members of the City Council
James L. Bowersox, City Ma~ fP
Susan M. Pulone, Director ~dministrative Servic
August 1, 1989
Award of Contract to Economic Research Associates/Grossman,
Symington & Good to Prepare a Comprehensive Marketing Plan
ABSTRACT
At the direction of the City Council, the Business Advisory Committee has
solicited and reviewed proposals to prepare a comprehensive marketing plan for
the City of Poway and recommends that Economic Research Associates/Grossman,
Symington & Good be selected.
BACKGROUND
In January, a joint meeting of the City Council and Business Advisory Committee
was held where the subject of the preparation of a comprehensive marketing plan
was discussed. It was suggested that the Business Advisory Committee pursue the
development of a Request for Proposals (RFP) as an element of their work program.
The Business Advisory Committee prepared an RFP which was mailed to 52 firms/
individuals. The RFP included a scope of services to include three major
elements:
"
1. Internal Marketing -- The program, methods, themes and elements of
promoting Poway businesses within the Poway business community, including
promotion to residents, businesses, employees and other individuals who
reside in, work in, or serve the City of Poway.
2. External Marketing -- The program, methods, themes and elements of
promoting the Poway business community outside the City, .including
promotion to adjacent communities, the greater San Diego County region
and-beyond. This element addresses attracting businesses and customers
to the City.
3. Public Relations -- The program and details to promote an overall positive
image while meeting the goals of internal and external marketing. It
would include identifyin9 the tools (brochures, publications, video, etc.)
needed to undertake a comprehensive plan.
ACTION: Continued to 8-29-89, 'rn. 1\Jli4>.> t:...
M, Wahlsten, City Clerk
AUG 291989 ITEM 1
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Agenda Report
August I, 1989
Page 2
FINDINGS
Seven (7) proposals were received from qualified firms, and six (6) firms were
interviewed by the Business Advisory Committee. The six firms interviewed were:
1) Economic Research Associates
2) Nuffer, Smith, Tucker
J) Pacific Gateway Group
4) Smith-Masar-Johnston
5) Stoorza, Ziegaus & Metzger
6) The Gable Agency
Subsequently, three firms were chosen as finalists and called for a second
interview with the Business Advisory Committee. The three finalists were:
1) Economic Research Associates
2) Smith-Masar-Johnston
3) Stoorza, Ziegaus & Metzger
The three finalists represented professional firms which were able to do an
excellent job. They each had extensive experience and resources.
Following two interviews, review of written materials and discussions with
references, the Business Advisory Committee chose to recommend Economic Research
Associates/Grossman, Symington & Good.
Economic Research Associates (ERA) is a 31-year-old firm which specializes in
the preparation of economic development strategies and programs for public and
private sector organizations. They have prepared studies for the City of
San Diego, County of San Diego, West Hollywood, Coalinga and Selma, Los Angeles
CRA, Bakersfield/Kern County, County of Los Angeles, Atascadero, Ocean Beach,
and Vista. ERA has offices in San Diego, Los Angeles, San Francisco, Seattle,
Chicago, Boston, Washington DC, and Ft. Lauderdale. ERA has teamed with
Grossman, Symington and Good, a San Diego firm specializing in public relations,
public affairs and community relations with extensive experience in the County.
The proJact principals will be Dave Wilcox and William Anderson for ERA and
Neil Good and Tim Williams for Grossman, Symington & Good. The team offers a
strong mix of experience and expertise in economic research, strategy develop-
ment, public/private sector relations and public relations. Their complete
proposal is attached to this report.
The preparation of the comprehensive marketing plan as proposed by ERA will take
approximately 13 weeks, and the firm is available to commence work immediately.
FISCAL IMPACT
The cost of the preparation of the comprehensive marketing plan proposed by ERA
is $23,810. Adequate funds were included in the 1989-90 budget. The cost will
be shared by the City and the Redevelopment Agency.
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Agenda Report
August 1, 1989
Page 3
RECOMMENDATION
It is recommended that the City Council award the preparation of a comprehensive
marketing plan to Economic Research Associates/Grossman, Symington & Good
and authorize the City Manager to sign the contract for services.
JLB:SMP:eg
Attachments:
1. Proposal to Develop a Comprehensive Marketing Plan, submitted by
Economic Research Associates and Grossman, Symington & Good
(Distributed to Council and City Manager)
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Economics Research Associates
e.ra+
Los Angeles, Califomia
San Francisco, California
Seattle. Washington
Chicago. illinOIS
Boston, Massachusetts
Washington, D.C.
Ft. Lauderdale. Florida
A Proposal to
A DBVBLOP A COMPRBBBWSIVB
MARKB1'IWG PLAW
May 22. 1989
Submitted to
1'BB CI1'Y OP POWAY
Submitted by
BCODO.ic. Re.e.rch A..ociates
GrO....D. Sy.iD9tOD . Good
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Economics Research Associates
1M........,........... CIIIc:.-.................D.C.. Fl~
984 FIfth Avenue. Suite 214
San Diego. CaIIIomIa 92101
(619)544-1_
May 22, 1989
Ms. Susan Pulone
Director of Administrative Services
City of poway
poway City Hall
13325 Civic Center Drive
Poway, CA 92064
Ms. Pulone:
The team of Economics Research Associates (ERA) and Grossman,
Symington & Good are pleased to submit this proposal to develop a
comprehensive marketing plan for the city.
AS I had mentioned, ERA developed such a strategy for the new
City of West Hollywood, which was successfully implemented. We
also have extensive experience in community economic development
and, therefore, can approach the marketing strategy from
comprehensive economic perspective rather than just a marketing
perspective.
This proposal includes our statement of issues, a proposed
scope of work, a proposed budget and schedule, a statement of
qualifications, resumes of principal staff, and references.
ERA has a professional staff of fourteen in Southern
California and given an anticipated July 1 commencement, has staff
availability to complete the assignment.
Please call if you have any questions or need clarification.
Sincerely,
ud~ "d'k~~
William Anderson, AICP
Principal
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SCOPE OF WORK
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UNDERSTANDING OP THE ASSIGNMENT
Although poway is a well established community of San Diego
County, it has been incorporated only since 1980 and is in the
process, through its redevelopment activities and private business
development, most notably Pomerado Business Park, of developing its
identity as an economic and business sub-center of inland north
San Diego County. Despite this economic growth, there is some
concern that poway is not attracting its potential share of
purchases in the region, particularly from residents in north poway
and people living outside of the city.
The City of poway and Poway's business community, represented
by the Business Advisory Committee, would like to develop a
comprehensive marketing plan for the city to attract local
residents, workers, and businesses to shop and invest in the
community, to attract people and business from outside of poway to
shop and invest in Poway, and to promote an overall positive civic
image.
Through these marketing efforts, the city hopes to increase
sales for both small and large merchants, create a stable and
diversified economic base, and enhance the City's fiscal position.
PROPOSED SCOPE OP SERVICES
In response to these goals, the consulting team of Economics
Research Associates and Grossman, Symington , Good propose the
following scope of services, which may be amended to better meet
the City's needs.
1.0 Orientation
The consultant team will meet with City staff and the Business
Advisory Committee to confirm the projects' goals, objectives, and
scope of work, collect relevant demographic, economic and fiscal
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data, collect pertinent prior reports,
Business Survey, identify key contacts,
between City and consultant team staff.
The consultant team will review any materials collected at the
orientation meetinq.
includinq
and make
the completed
introductions
2.0 Interviews and Communications Audit
The consultant team will interview key representatives of
qovernment and the business community to collect qualitative
information and perceptions reqardinq Povay's historical, current,
and future economi c development, ma jor marketinq opportunities,
and Poway's current public imaqe. The consultant team will attempt
to interview individuals representinq a cross-section of the city's
business community, includinq industrial, retail, office, and real
estate sectors, and small and larqe businesses.
Grossman, Syminqton , Good will continue this phase to develop
a .communications audit.. This audit will be desiqned to determine
the attitUdes, opinions and perceptions of both Poway businesses
and internal and external tarqet markets.
The audit will include
personal interviews and other survey techniques. The results of
the audit will be used to formulate both community and public
relations recommendations in the comprehensive marketinq plan.
3.0 Demoqraphic and Economic Profile
Economics Research Associates will collect demoqraphic and
economic data on both poway and the broader reqional market to
identify existinq economic strenqths, future marketinq
opportunities, and to qenerally provide a data basis for
recommendations.
Demoqraphic data to be collected include population, aqe
distribution, educational levels, income distribution, employment
by occupation, and employment by industry. Current statistics and
projections will be used when available.
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Economic data to be analyzed include a review of sales tax
and transient occupancy tax revenue trends, a comparison of
commercial and industrial land values and rents in Poway versus the
region, and a review of non-residential assessed valuation trends.
ERA will make a qualitative assessment of the market.potential
and orientation of major shopping areas in Poway, and a preliminary
assessment of market capture for these areas based on standard
industry assumptions for commercial market areas based on distance.
ERA will also review competing business activity centers in the
region. Pinally, ERA will review the types of non-retail
businesses that now exist and are locating in poway through a
review of business permit files, Chamber of Commerce lists, and
interviews with commercial and industrial brokers.
4.0 Marketinq Workshop
The consultant team will conduct a public workshop or forum
on the marketing needs of Poway. Unlike the private sector, public
agencies must be more sensitive to public perceptions of the work
they do. By involving the people and businesses which are likely
to be important to the success of the implementation of a marketing
plan in the beginning stages, the city can lay an important
foundation upon which to build. The forum will also aid in gaining
public support for the funds necessary to implement the plan. The
workshop will have a positive public relations effect, giving the
city publicity early on as working to meet the needs of its
residents by involving them in the process.
5.0 Review Pindinqs With Staff and Business Advisory Committee
~e results of the work conducted to date will be reviewed
with City staff and the Business Advisory Committee to both inform
the committee and to receive additional comments prior to
developing the marking strategy.
6.0 Develop Preliminary Marketinq Plan
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The consultant team will develop a preliminary marketing plan
for internal marketing of residents, employees, and businesses
within poway and external marketing of residents and businesses
outside of Poway. The plan will address target markets,
promotional themes, recommended actions, strategies for
implementation and organization, and sources of funding.
7.0 Review Preliminary Plan
The preliminary comprehensive marketing plan will be reviewed
with City staff and the Business Advisory Committee to receive
comments and suggestions for modifications to the plan.
8.0 Develop Public Relations Strateqv
After receiving c~mments regarding the internal and external
marketing of Poway, Grossman Symington , Good will recommend a
public relations program and tools for implementation to promote
government and business understanding and good will, and to create
an overall positive image for the city.
9.0 Prepare a Draft Pinal RepOTt
The consultant team will prepare a draft final report which
will describe Poway's strengths and opportunities, present the
demographic and economic profile of the city, recommend a plan for
internal marketing, recommend a plan for external marketing, and
recommend a pUblic relations strategy. This draft will be reviewed
with staff and the Business Advisory Committee.
10.0 Prepare Pinal Report
-~er revising the draft per the City's and Business Advisory
Committee's comments, the consultan~team will prepare and submit
one original and ten copies of the final report to the City.
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11.0 Hearinqs
l'he consultant team will make a presentation to the City
Council.
PROPOSED BODGEl'
l'he total proposed budget is $23,810, of which $6,970 is
budgeted for Grossman, Symington & Good, and $16,840 is budgeted
for Economies Research Associates.
scope of services are negotiable.
l'he budget and corresponding
:!!..!.l
Consultant Hours
10.0 Final Report
11.0 Hearings
SOB-l'Ol'AL
Clerical/Report Production
l'ravel/Miscellaneous Data
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245
Budqet
$1,265
$3,495
$3,380
$1,055
$ 530
$4,710
$ 950
$2,040
$2,680
$1,090
$1,265
$22,460
$ 1,000
$ 350
1.0 Orientation 12
2.0 Interviews 40
3.0 Economic Profile 40
4.0 Marketing Workshop 12
5.0 BAC Meeting 6
6.0 Preliminary Plan 48
7.0 Review Plan 9
8.0 Public Relations Strategy 24
9.0 Draft Final Report 30
l'Ol'AL
$23,810
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TIME OF COMPLETION
The tinal report will be submitted within eleven weeks, as
tollows.
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1.0 Orientation Week 1
2.0 Interviews Weeks 2-3
3.0 Economic Profile Weeks 3-4
4.0 Marketing Workshop Week 5
5.0 BAC Meeting Week 6
6.0 Preliminary Plan Week 6-7
7.0 Review Plan Week 8
8.0 Public Relations Strategy Week 9
9.0 Draft Final Repore Week 10
10.0 Final Report Week 11
11.0 Hearings Week 13
QUALIFICATIONS
The consulting team of Economics Research Associates and
Grossman, Symington' Good provide a comprehensive approach based
on solid economic research combined with civic pUblic relations
experience to develop a implementable marketing plan.
ERA, a 31 year old firm, prepares economic development
strategies and programs tor a wide variety of municipalities, real
estate development organizations, and non-profit organizations.
Recent ERA eco.nomic development assignments include the tollowing.
o West Hollywood Marketing Strategy
o Coalinga and Selma Industrial Development Plan
o Los Angeles Community Development Commission
Redevelopment Project Information Brochure
o Bakersfield/Xern County Enterprise Zone Application
o ~ounty of Los Angeles Enterprise Zone Application
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o Atascadero Economic Development Study
o Ocean Beach Commercial Revitalization Study
o Vista Downtown Development Concepts Study
o Linda Vista Economic Development Study
o Mercado del Barrio Feasibility Study (City of San Diego)
o Mid-City Redevelopment Feasibility Study (City of San
Diego) .
o Spring Valley Economic Development Study
Grossman, Symington, Good (a San Diego WBE business) offers
a full range of communication services specializing in public
relations, public affairs and community relations. The firm
stresses the importance of a comprehensive communications program
and has the capability .to develop programs specifically suited for
the cl~ent's needs and goals -- both long term and short term __
and has an excellent reputation for arranging promotions and
special events around the country for national clients. The firm
designs and implements promotions to generate maximum publicity,
awareness for the client's services and increased sales, and/or
contacts with the target markets. The company has a specialty in
public affairs. Two principals, Nikki Symington and Neil Good,
have over 40 years combined experience in local, regional and state
qovernment.
Statements of qualifications for each firm are contained in
the qualifications section of this proposal.
Staff
ERA will be represented by David A. Wilcox, Senior Vice-
Presi~nt and William Anderson, Principal, with staff assistance
from junior staff. Mr. Wilcox has over 20 years experience in
community economic development and was formerly assistant deputy
director for the Los Angeles Community Redevelopment Agency,
Mr. Wilcox directed ERA' s marketing and community development
studies for the City of West Hollywood, the County of Los Angeles,
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and numerous cities in Southern California.
Mr. Anderson is principal in charge of San Diego projects, and
was project manager for ERA'S community development studies in
Ocean Beach, Linda Vista, Barrio Logan, Vista, Carlsbad, and Mid-
City (San Diego), and has completed industrial studies of the 1-15
corridor for private clients.
Gros.man,
Neil
Good and
Symington , Good
Nikki Symington.
will be represented by principals
Both principals have extensive
promotion experience in San Diego County.
Ms.
Symington's
activities assisted the incorporations of Santee, Solana Beach, and
Lemon Grove.
Mr. Good was on the founding board of the Downtown
Marketing Consortium for downtown San Diego.
Resumes of the above principal staff members are presented in
the resume section of this proposal.
REFERENCES
Economics Research Associates references are as follows:
o Peggy Goldstein
Senior Planner, Office of Special Projects
Chief Administrative Office
County of San Diego
1600 Pacific Highway
San Diego, California 92101-2472
(619) 53l-S278
o Charles Zimmerman
Community Development Director of Vista (formerly)
27282 Principe
Mission Viejo, California 92692
(714) 364-3838
o Mark Winogrond
Director of Community Development
City of West Hollywood
8611 West Santa Monica Bo~levard
West Hollywood, California 90069
(213) 854-7475
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o Walt Hauschauldt
City of San Diego
Economic Development Division
Security Pacific Plaza
1200 Third Avenue, Suite 1620
San Diego, California 92101
(619) 236-6039
o Ms. Ella Paris
City of San Diego Planning Department
202 C Street, 4th Floor
City Administration Building
San Diego, California 92101
(619) 236-5860
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j
Grossman, Symington & Goods references are as follows:
o William Davis
Director of Student Services
Grossmont Union High School District
P.O. Box 1043
La Mesa, California 92041
o Ron Barbieri
Managing Director
Mountain West
11722 Sorrento Valley Rd., Ste C
San Diego. California 92121
o Carrol Armstrong
Marketing Director
San Diego Convention Center
225 Broadway, Ste 710
San Diego, California 92101
(619) 239-1989
o Murray Galinson
President & CEO
San Diego National Bank
1420 ~ettner Boulevard
San Diego, California 921Ql
(619) 231-4989
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oQUALIFI(:ATIONS
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SUMMARY OF SELECT
ECONOMICS RESEARCH ASSOCIATES
COMMUNITY REVITALIZATION AND URBAN DEVELOPMENT
PROJECTS
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CITY OF MOSCOW, IDAHO
Downtowu Revitalization Study
ERA conducted an economic and market study of the retail potential
of Moscow, Idaho's, Central Businesa District. As a result of thia study,
ERA recolIIDIended a $1.4 III1llion Main Street improvement program. This
program was 50 percent funded by EDA and 50-percent funded by a local
improvement district. The project has been fully constructed just four
years after the ERA study.
CITY OF BURLINGTON, VERMONT
Downtown Retail Strategy
In recent years the threat of a proposed 400,000-square-foot sub-
urban retail mall has stifled downtown revitalization activities in
Burlington. ERA prepared a comprehensive retail development plan for
Burlington's downtown business district. A survey of 215 retail establish-
ments was conducted to determine existing retail productivity levels and
operating characteristics. Future economic growth potentials for the down-
town were identified and a detailed management, marketing and financial
strategy was prepared. As a result of ERA's work, the Urban Mass
Transportation Administration committed $5.7 million to downtown public
improvements and $1.5 million was raised from city residents, through a
bond referendum for infrastructure improvements. These public improve-
ments, including a two block pedestrian mall, are now in place and have
stimulated $5 million in private investment.
CITY OF HOUSTON, TEXAS
Houston's Fourth Ward Redevelopment Options
Houston's Fourth Ward comprises 104 city blocks immediately west of
the Central Business District. It is one of the oldest and most deterio-
rated areas of the city, primarily comprising substandard renter-occupied
wood-frame residences which cannot be economically rehabilitated; and a
1,000 unit public housing project compl~ed in 1942, and in urgent need of
remodeling or replacement. The land is potentially the moat valuable in
the city: however, redevelopment would create severe relocation problems
for the Ward's residents. ERA's assignment involved the formulation and
analysis of realistic redevelopment options giving equal consideration to
economic and social impacts, which would lead to a workable recommended
redevelopment program for all concerned.
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42nd STREET REDEVELOPMENT CORPORATION. NEW YORK CITY
Revitalization of the 42nd Street Area
ERA has performed a series of assignments for the 42nd Street
Redevelopment Corporation, including a comprehensive analysis of the eco-
nomic, market and financial variables for the revitalization of the 42nd
Street area in midtown Manhattan. This ambitious undertaking contemplates
the acquisition and redevelopment of two square blocks and will entail the
restoration of six theaters and development of an innovative cultural and
science exhibition museum. dining and entertainment center. ERA has been
involved in this project since its inception and has completed such tasks
as: an economic impact analysis, analysis of visitation patterns. finan-
cial pro formas and the adaptive use alternatives to existing historical
structures. The funding for this major urban revitalization process was
made possible through a grant from the Ford Foundation.
COUNTY OF LOS ANGELES COMMUNITY DEVELOPMENT COMMISSION
Community Business Revitalization (CBR) Planning for
12 Unincorporated Commercial Areas of Los Angeles County
ERA, acting as team leader, conducted comprehensive evaluations of
market, physical and socioeconomic conditions and trends in each of the 12
older target communities in an effort to ascertain the most efficient use
of CDBG funds to cause commercial and industrial reinvestment. A separate
implementation program plan, involving merchant associations. was created
for each district, with a partnership investment schedule. A proposed
rehab loan and rebate program has been implemented. The planning process
culminated in the formulation of community-specific business revitalization
plans now in first year implementation. drawing down over $7 million.
HISTORIC TAHPA/HILLSBOROUGH COUNTY PRESERVATION BOARD
Tampa Historic District Revitalization Plan
---ERA conducted a atudy to determine the potentiala for the revitali-
zation of a 70-acre historic district loc~ted approximately five minutes
from downtown Tampa, Florida. Ybor City, home of the U.S. cigar industry.
once was the home of a vibrant Latin community and the cultural center of
west Central Florida. The atudy area contains significant architectural
resources in the Spanish vernacular as well as undeveloped land cleared of
structures during an earlier urban renewal attempt. Extensive studies for
the site included analyses of foreign and domestic tourism potentials;
marketa for housing, retail, office, and entertainment; and options for
managing and financing the project. Working with an architectural firm, a
physical plan for the district was developed and presented to citizens
groups and City Council members. This plan delineated the distribution of
land uses and the aupportable and desirable levels of development of the
approved redevelopment plan.
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PHILADELPHIA REDEVELOPMENT AUTHORITY
Market Street East Redevelopment Project
ERA has served as economic and development consultant for the Market
Street East redevelopment project. This project involves the intensive
rebuilding of a ten block area in Center City, Philadelphia. The result
will be a multilevel transportation mall complex, including an underground
rail tunnel and commuter terminal, retail shopping arcades. department
atorea, office buildings, hotel, parking structures, off-street bus loading
facilities and direct connection with existing subway systems. Private
structures will contain several million square feet of office space and
more than 1.million square feet of retail space. Total investment, upon
completion, will reach $600 million. Portions of the project that have
been completed include a new Gimbels Department Store, four level retail
mall connecting the new store with an existing store, a multilevel parking
garage. and an office building. The commuter rail is under construction.
The project has received a UDAG grant and $300,000 from UMPTA for construc-
tion of the commuter rail tunnel.
MONTGOMERY COUNTY DEPARTMENT OF COMMllNITY AND ECONOMIC DEVELOPMENT
Market AnalYSis for Nei~hborhood Business District
Montgomery County, Maryland, has evidenced the decline of its older
retail areas, otherwise known as older Neighborhood Business Districts.
County officials selected ERA to conduct a detailed market analysis of the
Flower Avenue-Piney Branch area, as a pilot project to test how the county
and private sector could join together in revitalizing older retail areas.
ERA identified existing problems and opportunities and developed
appropriate strategies and programs for revitalization of the designated
area. Subsequent to this study, Montgomery County received the first com-
mercial loan grant prOVided by the State of Maryland.
CITY OF OCEANSIDE REDEVELOPMENT AGENCY
Oceans~ Downtown Redevelopment
ERA was selected to conduct a series of economic and marketability
studies for the downtown redevelopment area of Oceanside, California. This
study evaluated virtually all possible uses for downtown Oceanside and
recommended development of a specialty restaurant and Shopping center, a
conference center and a hotel. Primary research included a mail survey of
550 businesses in the downtown and a direct contact survey of 880 Marines
stationed at Camp Pendleton to determine retail spending impact.
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CITY OF KALAMAZOO. MICHIGAN
Kalamazoo Downtown Revitalization Study
Working closely with the City of Kalamazoo, ERA developed a series
of strategies to revitalize the City's Central Business Diatrict. In the
first phase of the study. a detailed analysis was conducted of the markets
for retail gooda and services, office space, hotel accommodations, and
housing in the CBD. The second phase consisted of the setting of both
overall and specific goals for redevelopment of the downtown by members of
the community's private and public sectors with ERA providing input. The
final phase entailed the preparation of financial pro formas for a number
of possible alternatives.
CITY OF DALLAS. TEXAS
Maple Avenue Commercial Revitalization
The City of Dallas and the Dallas Mexican Chamber of Commerce
retained ERA to develop a practical commercial revitalization program that
would allow existing owners and tenants the opportunity to reinvest in
partnership with the city through a thematic contemporary definition of the
area's "Little Mexico. character. The basic issue has been the need to
define delivery mechanisms that allow Hispanic businesspersons to invest
and reinvest along Maple Avenue, in the face of highly speculative land
assembly for very large scale developments which are intruding on the
street.
REDEVELOPMENT AGENCY OF NORWALK, CONNECTICUT
Historic Waterfront Revitalization Strategy
The Redevelopment Agency of Norwalk, Connecticut, retained ERA.
along with a team of architects and planners, to develop a revitalization
strategy for a deteriorating waterfront area in Norwalk. The study
included an analysis of the market support for retail development along two
maj&r-streets; the reuse potential of older, historic buildings; and the
development potential of a maritime cent~r which would include an aquarium
and marine history museum. As part of the study, merchants in the study
area were surveyed and projections were made of the supportable levels of
retail space under different revitalization scenarios. The study concluded
with a strategy to link the retail area with the waterfront parcel, thereby
promoting retail activity. As a result of the planning process, the City
of Norwalk has sold key historic buildings to a developer, renovations
there are under way, and major street and sidewalk improvements are under
construction.
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SAN FRANCISCO REDEVELOPMENT AGENCY
Yerba Buena Center Economic Planning
ERA has served as the economic consultant to the San Francisco
Redevelopment Agency on the Yerba Buena Center Project over the past three
years. Responsibilities included market planning, the creation of a viable
aixed-use development package which included Yerba Buena Gardens, evalua-
tion of developer qualifications, selection of the Olympia York Development
Team, refinement of the developer's proposal, and negotiations with the
developer.
TOWN OF CAPITOL HEIGHTS, MARYLAND
Commercial Area Revitalization
The town of Capitol Heights, Maryland, is presently involved in an
ambitious program of commercial revitalization. An obsolete strip of
deteriorated commercial properties has been phased out through a program of
rezoning and property acquisition. Simultaneously, the town has been pro-
viding major street improvements to coincide with the opening of the new
Ketro transit station. ERA is assisting the town by providing an update of
earlier market analyses, and formulating a development program for new
commercial projects adjacent to the transit station. ERA is presently
involved in a packaging role through intense three-way negotiations among a
private developer, the town of Capitol Heights and the Maryland Industrial
Commercial Redevelopment Fund (MICRF). Upon implementation of the town
center project, Capitol Heights will, in effect, have relocated its commer-
cial center from an obsolete highway strip to a new focus at the Metro
station.
WICHITA URBAN RENEWAL AGENCY
Attractions Management Program
ERA analyzed eight existing separately managed publicly owned his-
tOriecr, cultural and recreational attractions within the Central Business
District of Wichita, Kansas, and recommenfted a common programming and
multi-seasonal event scheduling organization which promotes downtown as a
desirable regional and national visitor attraction network. The attrac-
tions which lie along a 2-mile route include Cow Town, Hi Mid American
Indian Center, Union Station and the Rock Island Depot, and the Century II
Conference Center.
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CITY OF FAIRBANKS, ALASKA
Downtown Development Program
ERA wrote the ordinance creating the Fairbanks Development
Authority, proposed a first draft low-interest rate commercial rehabilita-
tion loan program the FDA subsequently revised and negotiated with a local
bank, and developed a practical work program for downtown revitalization.
The City has subsequently received some $5 million for implementation
projects from the State of Alaska.
GOVERNOR'S OFFICE OF PLANNING AND BUDGET
Development Program for the Georgia Railroad Freight Depot
Economics Research. Associates was retained by the Governor's Office
of Planning and Budget of the State of Georgia to examine the development
potential of the Georgia Railroad Freight Depot, the oldest building in
downtown Atlanta. The purpose of the study was to define a redevelopment
plan which would be fiscally sound for the state, and supportive of efforts
to revitalize Underground Atlanta, an adjacent commercial development, as
well as generally complement development trends in Atlanta's Central
Business District. The study was divided into two phases. In Phase I, a
variety of revenue-producing reuses were considered for the depot and the
feasible reuse possibilities were organized into a number of alternative
development concepts. Phase II consisted of a detailed development strat-
egy and implementation program for the selected reuse of the depot.
CITY OF CORVALLIS, OREGON
Corvallis Downtown Revitalization
ERA conducted an evaluation of existing conditions and market poten-
tials as part of the economic and market analysis for the Downtown
Corvallis Revitalization Study.' This involved interviews with local mer-
chants, realtors and analysts, as well as the review of existing data.
The&eLdata contributed to a more precise understanding of the downtown
potential and enabled ERA to develop an action program aimed st ways of
enhancing shopping patterns and retail dynamics of the Central Business
District.
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CITY OF VIRGINIA, MINNESOTA
Downtown Revitalization
ERA completed an assignment involving downtown commercial revitali-
zation which recommended a straightforward step-by-step approach to commer-
cial rehabilitation of buildings more than 50 years old. The city is
proceeding with implementation.
CITY OF BUENA PARlt., CALIFORNIA
Central Business District Redevelopment Project
ERA assisted the city in all aspects of redevelopment planning and
adoption procedures, leading to adoption by the city of its first redevel-
opment project after two.previously unsuccessful attempts by the city
itself. Services included analyses of project gross and net costs, support
of city intentions before the Orange County Fiscal Review Commdttee, and
extensive public meetings over an ll-month period. ERA was then requested
to help devise a low interest rate commercial rehabilitation loan program
for implementation within the project area, and also assisted the city
staff in selection of a major bank as the program lender.
CITY OF NEW BRUNSWICK, NEW JERSEY
Hiram Street Revitalization
The Hiram Street ares of New Brunswick, which is the historic busi-
ness district of the city, had entered into a state of physical deteriora-
tion and abandonment. ERA, as part of a consulting team, wss retained by
the City of New Brunswick to evaluate the market and physical potential of
the Hiram Street area. An important input of thia assignment was the
formation of a realistic development program for revitalization of the area
which placed an emphasis on reuse and restoration of structures of histor-
ical significance.
CITY OF LOS ANGELES, CALIFORNIA
Commercial Area Revitalization
ERA assessed the feasibility of introducing a commercial structure
rehabilitation loan program in the Chinatown, Pico-Union and Boyle
Heights/Soto Street districts of the city. As a result of the effort, the
city selected Boyle.Heights and Pi co-Union for initiation of the .CARE"
(Commercial Area Revitalization Effort) program and, in addition, deter-
mined to pursue redevelopment in the Chinatown area.
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CITY OF DE PEKE, WISCONSIN
Downtown Revitalization Study
ERA, working jointly with an architectural and planning firm, com-
pleted a comprehensive revitalization study for the City of De Pere,
Wisconsin, focusing upon the potential redevelopment of a designated dis-
trict in the downtown. The study included an analysis of population,
employment, and income trends and an assessment of the market for retail
goods and services, office space, housing and transient accommodations.
ERA analyzed the competitive position of De Pere relative to other retail
centers in the Green Bay SMSA and found that addition of retail activity
could be supported in the City and in the TIF district, but only if certain
physical improvements such as improved parking, urban landscaping, signage,
and upgraded building facades were made in a timely manner. The City has
already taken a number of steps to implement the recommendations made in
this study.
CITY OF SANTA BARBARA
Santa Barbara Lower State Street Revitalization
ERA has successfully helped the City of Santa Barbara form the Lower
State Street Parking Assessment District. ERA suggested the adopted
formula and negotiated the cost sharing between the property owners, the
Community Redevelopment Agency and the Parking District. When the business
community agreed to acquire this lot partially funded by assessments
against their properties, the Redevelopment Agency agreed to spend approxi-
mately eight million dollars to improve the Lower State Street area.
SALT LAKE CITY CORPORATION
Multiple Ethnic Commercial Area Revitalization
ERA has completed several studies for the Salt Lake City community,
including industrial park development, and commercial area revitalization.
The-tatest project was a feasibility study for the International Market
Place specialty retail development just west of the downtown area. This
project was designed to serve local ethnic community retail needs, to
provide commercial diversity to the regional population and to generate
tourist dollars. Developers are moving ahead with this project.
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CITY OF GRAND HAVEN, KICHIGAN
Downtown Revitalization Study
Working closely wich che local downcown developmenc auChority and an
architecture and planning firm, ERA identified the mosC favorable economic
development strategies for the downtown area of Grand Haven baaed on
detailed analyses of local retail, office apace and transient accommoda-
tions markets. The study's recommendations have been incorporated in a
prospectus sent to developers and investors throughout the country by the
City of Grand Haven.
SAN JOSE REDEVELOPMENT AGENCY
San Jose Downtown Deve1~pment
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ERA contributed heavily to the creation of a realistic downtown
redevelopment package for the City of San Jose, California, which attracted
13 major mixed-use development proposals after the previous plan had
generated no activity for five years. In addition to market analysis and
planning evaluation, ERA assisted the Redevelopment Agency with preparation
of the solicitation package, evaluation of development teams, selection of
the Campeau/Hahn team, negociations with the development parties, and
refinement of project plans. The plan for this San Jose Redeve10pmenc
Project includes a transic mall.
TOWN OF HARRISON, NEW YORK
Marketability Study for Downtown Harrison
The town/village of Harrison retained ERA to identify existing
problems and opportunities and to develop appropriate strategies and
programs for revitalization of the commercial area. ERA conducted business
and ahopper aurveys and provided analyses of professional office space,
housing and other development opportunities. Specifically, ERA analyzed
the retail market potential for the business discrict and provided sugges-
tio~to improve store mix and other improvement for the area.
CITY OF SANTA ANA, CALIFORNIA
General Plan Revision
Santa Ana commissioned a consultant team to prepare a full general
plan revision. ERA developed the economic growth and change forecasts,
analyzed the future fiscal impacts of three alternstive land use mixes, and
proposed an economic development element within the overall general plan.
All materials were prepared as issue papers for extensive discussions with
the large and diverse Citizens Advisory Committee.
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ROUSING AUTHORITY OF THE COUNTY OF LOS ANGELES
Marketing Program for Section 8 Housing Units
This study snalyzed the continuing feasibility of capturing Section
8 existing housing units with fair market rents in Los Angeles County. The
assignment also included recommendations concerning marketing approaches,
administrative and management policies and staff training. BACoLA has
dramatically increased the nUlllber of "certificate holders" and the existing
housing unit capture rate.
CITY OF SAVANNAH, GEORGIA
Revitalization Strategy for Downtown Savannah
ERA completed an overall economic development plan for the downtown
area of Savannah, Georgia: In this project, ERA prepared analyses of the
market support for a farmers' market, office, retail and other uses, con-
ducted shoppers and merchants surveys and identified and prepared a
prospectus for six development opportunities, including the reuse of two
historically significant buildings. A special analysis on ways to improve
retail trade on Broughton Street, the main shopping district in the down-
town, was also conducted.
CITY OF GLOUCESTER, MASSACHUSETTS
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Downtown Economic Development Study
ERA was retained to evaluate market parameters for retail, office,
residential, marina and hotel uses in the seriously deteriorated
downtown/waterfront area of Gloucester. The specific objectives of the
study were to develop ten-year projections of demand for each land use
category in the downtown area: analyze the impact of the tourist market
potential on business activity in the downtown: determine reuse potentials
of upper floor commercial space: evaluate the potentials of attracting a
junior department store to the downtown: and analyze ways public-private
initiatives could influence the market potentials for uses being
analyzed. ERA's work was used as a basis for detailed physical and trans-
portation plans of the area.
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SUMMARY OF SELECT
ECONOMICS RESEARCH ASSOCIATES
SAN DIEGO PROJECTS
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SAN DIEGO HALL OF SCIENCE
Reuben H. Fleet Theater and Science Center Expansion
Feasibility Study
ERA was retained to analyze the market potential and economic
feasibility of a proposed expansion program at the Reuben H. Fleet Theater
in San Diego. ERA's tasks in this assignment included assessment of expan-
sion concept alternatives, analysis of the museum and space theater's market
and financial performance, and analysis of the financial impact of the
expansion program.
LEISURE TECHNOLOGY, INC.
Market Review for Leisure Villa~e Adult Community
ERA was retained by Leisure Technology to update our original market
research pertaining to the Leisure Village Ocean Hills adult community near
Oceanside, California. The purpose of our work was to refine marketing
programs and establish new benchmarks for pricing and absorption forecasts
after two years of extremely successful sales at the project for which ERA
conducted the original market research.
CENTRE CITY DEVELOPMENT CORPORATION
Horton Plaza Theatres Management Analysis
ERA was retained by the Centre City Development Corporation (CCDC) of
San Diego to assist in the negotiation of a management contract for two
theatres in Horton Plaza. As part of a major retail development, the devel-
opers of Horton Plaza included space for two live performance theatres.
Leased at nominal rent to the City, these theatres required management
agreements to be developed between the CCDe and a local theatre company.
ERA provided economic and management analyses to CCDC staff in support of
contract negotiations.
CITY OF CARLSBAD, CALIFORNIA
Carlsbad Redevelopment Area Economic, Circulation and Design Study
ERA was retained to study the accomplishments of a four-year-old
redevelopment effort, to assess current demand and need for adaptation of
policies, and to make recommendations for future redevelopment program
implementation. The three volume report covers market analysis for five
land uses, urban design scenarios provided 'by POD Inc., circulation and
parking study by Kaku Associates, and ERA's implementation recommendations
and fiscal impact analysis. The City of Carlsbad is putting the recommenda-
tions into effect at this time.
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UNIVERSITY OF CALIFORNIA, SAN DIEGO
On-Campus Housing Demand and Financin~ Strategy
ERA was retained to examine long-term demand for on-campus housing tt
the University of California at San Diego. Based upon anticipated demand as
well as results of a survey of 50 academic inatitutions, ERA provided devel-
opment and financing recommendations.
SOUTH BAY CULTURAL ARTS CENTER
Evaluation of Market Potential for Cultural Arts Center
in Chula Vista
ERA evaluated market support for a proposed performing arts facility
to be developed within the newly master-planned Eastlake area of Chula Vista
in south San Diego County. The market analysis reflected user demand from
numerous arts organizations in the South Bay Regional area with few existing
facilities available despite the abundance of users and spaces in nearby San
Diego. The recommended development program outlined an 850-seat theater
with supporting spaces including rehearsal hall, box office, lobby and
conference rooms.
VICTOR PALMIERI AND COMPANY, INC.
Valuation La Costa Landholdings
ERA was retained by the Victor Palmieri and Company to prepare a
valuation of the entire remaining undeveloped landholdings at the La Costa
residential community in San Diego County. Our analysis was based on a
residual approach, following our preparation of forecasts of cash flow from
the present time through completion of development of the remaining hold-
ings, which totaled over 2,600 acres, with specific plans for over 7,300
dwelling units. -
Aveo COMMUNITY DEVELOPERS
Rane!m Bernardo
Rancho Bernardo, located in San Diego, California, is one of the
nation's most successful new communities. ERA was retained to analyze
economic returns from Rancho Bernardo under alternative development strate-
gies. At the time of the study, the property was approximately 50 percent
built-out with some 5,100 units remaining to be constructed, in addition to
200 acres of industrial, 50 acres of commercial, and several income-
producing properties in inventory. The principal strategies evaluated
included providing primary infrastructure and selling unimproved sites to
residential builders: and land development and home building on the prop-
erty. An issue analyzed in the course of the study was the actual v~lue of
the home-building function as distinguished from the residential value of
the landholdings.
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WILLIAM J. BIELSER AND ASSOCIATES
Karket and Locational Analysis of Full-Service Retirement
Living in San Diego
Retirement Residences of the West, Inc., is proposing to develop a
large-scale retirement community in the vicinity of San Diego, California.
As envisioned, the project would be similar in concept to some existing
full-service retirement communities in that residents would be offered a
continuum of services including independent living, .housekeeping, and main-
tenance, congregate meal services and activities, and a full range of
medical services. However, the proposed project would differ from any
currently occupied facility in that independent living units in the project
would be offered for sale as condominiums to be owned in fee simple. This
unique combination has been pioneered by Retirement Residences of the West
in conjunction with other investors in the Villa Karin project currently
under construction in San Rafael. Like Villa Karin, the San Diego retire-
ment community would be designed to appeal to the most affluent segment of
the market. Before' pr.oceeding with their San Diego project, Retirement
Residences of the West retained ERA to evaluate market support for the
proposed concept in San Diego County, and to analyze various locations in
the market area for such a retirement community.
VICTOR PALMIERI AND COMPANY, INC.
San Diego New Communities
ERA was retained by Victor Palmieri and Company to perform a market
and financial evaluation of three major new communities in San Diego total-
ing over 9,500 acres. These are Rancho Penasquitos, a major single-family
oriented development some 25 miles north of San Diego; University City, San
Diego's major high-intensity commercial and residential community southeast
of San Diego: and the South Bay Properties, a middle-income residential
community southeast of San Diego. ERA prepared a build-out market and
financial analysis of each community and established estimates of value for
guidelines in evaluating purchase proposals. Subsequently, ERA worked with
both Palmieri and Genstar Industries in determining the appropriate purchase
price for the ultimate $95 million acquisition. Value estimates were estab-
lished based on alternative market scenarios, utilizing ERA's computerized
Land Development Model.
COUNTY OF SAN DIEGO, CALIFORNIA
Feasibility Study of Off-Road Vehicle Park at Otay Mesa
ERA participated as a subcontractor in the feasibility study for an
off-road vehicle recreation park on the Otay Mesa in southern San Diego
County. ERA estimated attendance potential, estimated land acquisition
costs, and recommended admission prices and policies.
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WILLIAM LEE COMPANY
Aquaeic Park
ERA conducted a market suppOrt and financial performance evaluation
for a moderaee-scale aquatic park in North San Diego County. The site
considered is a public park, with a proposed independent developmene/opera-
tion on a land lease basis. The analysis considered limitations on attrac-
tion scale imposed by the designated site area available for water elements
and available parlt1ng area.
R. J. CLARK DEVELOPMENT CORPORATION
Analysis of Market Support and Financial Performance of
the Cresta Mesa Congregate Care Senior Housing Project
R.J. Clark Development Corporation reeained ERA to evaluaee the
market and financial potential of the independent living residential compo-
nent of their proposed continuing care facility in the Encinitas area of
North San Diego County. In addition to the 200 independent living units
offered on a rental basis, the development would include a 200-bed nursing
home complex.
STANDARD PACIFIC OF SAN DIEGO
Market Demand AnalysiS for the Proposed Shopping Center
at Rancho Arbolitos
ERA conducted a market demand analysis for a new 22-acre shopping
center development in Poway, California. This commercial development is to
be part of the 765-acre planned community known as Rancho Arbolitos. ERA
examined the anticipated growth in retail expenditures by market area resi-
dents from 1985 to 1995. ERA also eseimated the annual sales and property
tax revenues that will be generated for the City of poway from the proposed
commercial development.
EooN CENTENNIAL PROPERTIES
Preliminary Land Use .Market Analysis of-a 1,285-Acre Parcel
ERA prepared an analysis of alternative development potentials for a
1,285-acre parcel in Poway, San Diego County. ERA's analysis considered
various densities of reSidential and retirement housing, as well as poten-
tials for golf resore. industrial/research and, development space, and
commercial support requirements.
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AN OVERVIEW OF GROSSMAN SYMINGTON & GOOD
Effective communications have become increasingly more difficult
and time consuming for company principals as more and more
businesses and industries compete for attention. The economic
uncertainties of the 1980s call for decisive, creative and cost
effective public relations counsel.
Grossman Symington & Good offers a full range of communication
services specializing in public relations, public affairs and
community relations. We know the importance of a comprehensive
communications program and have the capability to develop one
specifically suited to your needs and goals -- both short and long
term.
Grossman Symington & Good stands out not only in the credentials
and expertise of its principals but as a company with a criteria
that demands creativity, a grasp of complex issues and
relationships, writing and marketing skills, and superb
organizational capabilities.
Public Relations and Effective Publicity
A public relations program is a professional communication of
information to target publics for the attainment of client
objectives. Public relations lays the groundwork for growth and
progress through the use of earned space which has a much greater
impact than paid space. It establishes an image which reinforces
marketing and advertising, identifies unique features, and brings
a total image to the audience's attention.
Grossman Symington & Good has developed long standing professional
relationships with local, regional and national writers and editors
and enjoys the respect of the working media. With affiliates in New
York, Florida and Los Angeles, we can implement programs on both
local and national levels. Our media resources and contacts are
continually updated by the agency's Editorial Services Department
which also tracks and stays ahead of the opportunities in various
consumer, trade and specialty publications and media for our
clients.
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Grossman Symington & Good Overview
Page Two
Public Affairs & Community Relations
Communicating and relating to public agencies, elected officials
and governmental decision makers has become much more complex as
government grows, regulations increase and the political situation
changes.
Grossman Symington & Good provides public affairs services and
counseling unmatched in the San Diego region. Both company
principals -- Nikki Symington and Neil Good -- have over 40 years
combined experience in local, regional and state government.
Because we make it our business to know those who make important
governmental decisions, Grossman Symington & Good can provide the
means to ensure that your message reaches the right decision and
policy makers. That experience, coupled with the firm's public
relations expertise, makes Grossman Symington & Good a strong asset
in creating, developing and implementing your public affairs and
community relations strategy and program.
Client-Agency Relationship
Unlike larger firms with bureaucratic levels of procedural
channels, we prefer to work directly with clients to accommodate
their style and needs, rather than the reverse. The selection of
a public relations agency is the establishment of a management
relationship and we think that relationship is important. We are,
by choice, a medium sized agency because we prefer the flexibility
and selectivity it affords to maintain a high quality, personal
level of profeSSional services and client relationships.
We are a service-oriented company and pride ourselves on our
tremendous degree of interest and enthusiasm for our clients. We
want to be an integral part of your team, not just consultants.
A Full Service Agency
Grossman Symington & Good is a full service agency with a strong
in-house creative staff that also utilizes a network of specialists
to meet each client's individual needs. All of our clients have the
full support of the entire staff. In addition to our public
relations functions, we maintain an excellent reputation for the
production of client collateral materials.
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Grossman Symington & Good Overview
Page Three
CLIENT SERVICES
Communications planning
TV-Radio interviews
Corporate financial
communications
Internal communications
Newsletters
Annual/Quarterly reports
Annual meeting planning
Speech writing
Public Affairs
Marketing counseling
Community relations
Seminar presentations
Government relations
Audio-visual presentations
Publicity planning/
placement
Corporate identity programs
News writing
Development of policy
objectives
Public Service Announcements
Feature writing
Press analyses
Calendar/directory listings
Trade Shows
Sports/Entertainment public
relations
Market Research/reports
Display advertising placement
Employee communications
TV-Radio commercials
Internal newsletters
Direct mail advertising
Management programs and
messeges
Communication audits
Brochures/collateral material
- Copy writing
Graphics planning/supervision
Art direction
Photographic coordination/
planning
Special events/promotions
implementation
Opinion & Attitudinal Surveys
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ECONOMICS RESEARCH ASSOCIATES
DA vm A. WILCOX. Al.C.P.. Vice President
(1wzJlfications in Community Dtlltlopmmt
Mr. Wilcox has a concentrated background in the planning, programming. and management
of redevelopment, rehabilitation, and reinvestment projects for both public and private
JfOups. He has implemented a variety of research and consulting assignments in the areas of
implementation budgeting. propm guideline development, organization and staffmg recom-
mendations, project operations management, and land marketing scheduling.
Recently, Mr. Wilcox has directed preparation of community business revitalization program
plans for II older business districts in Los Angeles County, He has completed downtown
development. programs for Yuma, Arizona; Fairbanks, Alaska; and Pico Rivera, California;
and an attractions management propm for existing public facilities and historic sites in
Wichita, Kansas. Revitalization and redevelopment feasibility recommendations assignments
have been developed for Lakewood, California, and for the Crenshaw Center area of the city
of Los Angeles. Redevelopment plans have been prepared and adopted in Buena Park and
Lancaster, California.
Assignments in housing and commercial rehabilitation have included design of loan programs
and measurement of loan propm feasibility for the city and the county of Los Angeles,
Buena Park, and the county of Santa Barbara. Recommendations to the Housing Authority
of Los Angeles County about marketing and management of the Section 8 existing housing
program have been entirely implemented.
Mr. Wilcox has advised local government in the preparation of financing programs and grant
applications. Recent work for Compton, California, resulted in the award of an Urban
Development Action Grant to the city, He has also participated with ERA teams in carrying
out state mandated economic viability research for three new counties which were proposed
to be created from portions of existing counties. Additionally, Mr. Wilcox has conducted
community economic impact analysis, prepared environmental impact reports, and developed
costs/revenues forecasts for public and private developments, Recent fIScal impact analyses
have been carried out for the Santa Barbara Housing Element. the Santa Ana General Plan
Amendment, and major private developments in Santa Fe Springs and Bake~field. He has
developed negotiations for major hotel developments in Anaheim and Garden Grove,
California. Mr, Wilcox is often called upon to assist private develope~ concerning effective
redevelopment negotiation.
Before his assignments with ERA, Mr. Wilcox was director of urban planning for Genge
Consultants, Mr. Wilcox served for eight years with the Community Redevelopment
Agency of the City of Los Angeles, where he was deputy administrator for project opera-
tions, in which capacity he supervised a staff of project manage~, community liaison, and
residentlal rehabilitation personnel implementing nine redevelopment and rehabilitation
projects. In addition, Mr. Wilcox worked at the B\H'eau of the Budget in Washington, D.C.,
as a regional planner and management analyst. His responsibilities included the preparation
of organization and management studies, agency reorganization plans, analyses of regional
planning coordination, and legislative recommendations for planning grant programs.
Mr, Wilcox's experience also includes the teaching of graduate community development
planning courses at UCLA and most recently at the Unive~ity of Southern California,
From 1962 to 1964, he served as a Peace Corps volunteer at the University of Ife in Ibadan,
Nigeria, where he lectured in government and history. He is currently a member of the
Board of Directo~ of Los Angeles Beautiful and a member of the Urban Forestry Advisory
Committee to the California Department of Forestry,
Mr. Wilcox received a B,A. degree in political science and an M.A. degree in history from the
University of Michigan, He also holds a Master of Regional Planning degree from the Harvard
Graduate School of Design. He is a member of NAHRO, CALED, CRAA. APA, and AICP,
Mr, Wilcox is a partner of the f1ll11.
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ECONOMICS RESEARCH ASSOCIATES
WILLIAM R. ANDERSON. AICP, Senior Associate
Qualifications in Development Services
Mr. Anderson has advised both private and public clients on the feasibility of a variety of
development projects, many of which include public/private cooperation. Currently.
Mr. Anderson manages ERA's San Diego office, where he has conducted economic and real
estate studies for large-scale new towns and developments for private clients, and a variety
of community and downtown redevelopment studies for public clients, Prior to coming to
San Diego, Mr. Anderson practiced in ERA's Los Angeles and Boston offices,
For private sector clients, Mr. Anderson has conducted retail, residential, office, and indus-
trial market studies, economic feasibility analysis, and fiscal impact analysis. Recently,
Mr. Anderson analyzed the' market potential and made long-term projections for residen-
tial, industrial, and retail land uses for a proposed 24,OOO-acre new town in southern San
Diego County. This assignment also included an analysis of the fiscal impact of this pro-
posed new town, In northern San Diego County, Mr. Anderson conducted the market
analysis for residential, industrial and office development as input into the Specific Plan
process for 117 property owners holding 3,500 acres, As part of this assignment, Mr. Anderson
analyzed the financial feasibility of alternative development scenarios from the perspective
of owners of large parcels and owners of small parcels. Mr. Anderson also has conducted an
apartment market study in Sacramento, California, assessed housing development potential
in Hingham, Massachusetts, and Charlotte, North Carolina, and reviewed the high-tech
industrial real estate market near Boston.
For public clients. Mr, Anderson has advised cities and counties on the development poten-
tial for housing, retail, office, and industrial uses as input into community revitalization and
redevelopment efforts, Mr, Anderson was project manager for an economic revitalization
study in a San Diego community which experienced a major influx of Southeast Asian
immigrants, a redevelopment feasibility study for the Mid-<:Ity area of San Diego, a feasibil-
ity study for a mixed-use "Mercado del Barrio" in San Diego's Hispanic community, a down-
to~ development concept plan for Vista, California, strategies for downtown redevelop-
ment for Carlsbad, California, commercial revitalization in Ocean Beach, a coastal San Diego
community, and General Plan, Specific Plan, or"revitalization studies in Santa Monica, West
Hollywood, Atascadero and La Habra, California, Most of these studies included market
analysis of a variety of land uses, economic feasibility analysis of specific projects, and
fmancing and implementation strategies for public/private projects.
Mr, Anderson received his B.S, degree in economics and political science from Claremont
McKenna College, and his Masters in Urban and Regional Planning from Harvard University.
He is a member of the American Institute of Certified Planners, the American Planning
Association, and the National Council for Urban Economic Development,
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NIKKI SYMINGTON
President of Grossman Symington & Good, she holds a B.A.
from San Diego State University. A recipient of a Journalism
Scholarship, Symington attended Lewis and Clark College in
Portland, Oregon, and the University of California at Berkeley.
Active politically on the national, state and local level
for over 20 years, Symington served as public relations counsel and
executive assistant to the San Diego County Board of Supervisors.
A consultant to numerous local and national campaigns for seven
years, she was responsible for managing successful election bids
and ballot measures throughout the county.
Symington was responsible for the creation of a number
of non-profit social service agencies, women's organizations, and
community advocacy organizations .and has served on many boards and
committees in both the governmental and civic arenas.
Her understanding of local communities, regional and
national issues and the ability to relate to governmental
operations resulted in many legislative and community achievements
including the S60 million San Diego River Park ordinance, Santee,
Solana Beach and Lemon Grove ci tyhoods. While working for the
Board of Supervisors, Symington authored: The County Housing
Policy, the creation of the countys' Neighborhood Watch programs,
the existing campaign contribution ordinance, and the Communi ty
Planning Policies.
Symington's strong governmental and civic ties, combined with
her local and national media contacts and friendships, have.
resul ted in many successful publicity and promotional campaigns
for clients in the arts and entertainment industries, and for
hotel, restaurant, financial, legal, business and broadcast media
clients.
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)
A
contributor
l.ocal.l.y and
newspaper
for nearl.y
national.l.y.
col.umnist and freel.ance wri ter and
two decades, she has been published both
Under the direction of Nikki Symington, Grossman
Symington & Good, has received a reputation for professionally
servicing the needs of its clients through the agency's thorough
knowledge of media needs and expectations.
The firm's reputation for sol.id performance and
professionalism
achieving client
is due greatly
goals.
to
Symington's
dedication
to
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NEJ:L GOOD
Neil Good brings to Grossman Symington & Good more than 20
years experience in public relations, journalism and government.
A former top aide to a county supervisor,
Good also was a San
Diego City Council executive assistant and served as administrative
assistant to the former President pro Tempore of the California
Senate.
His journalism experience includes being on the editorial
staff of the San Diego Union, business and government writer for
the San Diego Daily Transcript, and editor and publisher of a San
Diego community newspaper.
His articles on civic affairs and
government have appeared in numerous publications including the San
Diego Business Journal, the Tribune, San Diego Magazine and the Los
Angeles Times.
In addition to his government and journalism background, Good
was a partner in a San Diego-based marketing communications firm
which included among its clients the San Diego County Hotel-Motel
Association, the Sheraton Harbor Island hotels, and the Laventhol
& Horwath accounting firm.
At Grossman Symington & Good, he oversees the agency's
tourism and hospitality accounts which include the San Diego
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Convention Center, Murrieta Hot Springs Resort & Hea1th Spa and
the Clarion at Balboa Park. He is a former member of ConVis Public
Affairs Committee and was on the founding board of the Downtown
Marketing Consortium.
Good remains active in the civic life of San Diego as a member
of the board of directors of the San Diego Urban League, the Crime
Victims Fund and as president of the CASA Foundation. He is also
a member of the 1988 San Diego City Charter Review Commission and
has been a member of the Structura1 Pest Contro1 Board, which
regu1ates Ca1ifornia' s pest control industry, for the last 12
years.
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