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CITY OF MUSKEGON
DOWNTOWN DEVELOPMENT AUTHORITY
BROWNFIELD REDEVELOPMENT AUTHORITY
REGULAR MEETING
DATE OF MEETING: Tuesday, Sept. 13, 2022
TIME OF MEETING: 10:30 A.M.
PLACE OF MEETING: City Hall Commission Chambers,
933 Terrace, Muskegon, MI
AGENDA
I, Roll Call
II. Approval of the meeting minutes of June 14, 2022
HI. Downtown Development Authority semi-annual report (Dave Alexander)
IV. | DDA business
A. DDA financial statement 8-31-22 (City Finance)
B. Draft of anew DDA Fagade Grant program (Dave Alexander)
C. Summer events update ... 2023 directions (Ann Meisch)
D. Watch Muskegon 2.0 digital advertising report (information)
V. Brownfield Redevelopment Authority updates and questions (Peter Wills)
A. 880First (Eric Heizer)
V, Other business
VI. = Adjourn
AMERICAN DISABILITY ACT POLICY FOR ACCESS TO OPEN MEETING OF THE CITY COMMISSION AND ANY OF
ITS COMMITTEES OR SUBCOMMITTEES
The City of Muskegon will provide necessary reasonable auxiliary aids and services, such as signers for the hearing
impaired and audio tapes of printed materials being considered at the meeting, to individuals with disabilities who want
to attend the meeting, 24- hour notice to the City of Muskegon. Individuals with disabilities requiring auxiliary aids or
services should contact the City of Muskegon by writing or calling the following: Ann Marie Cummings, City Clerk at
933 Terrace Street, Muskegon, MI 49440 or by calling (231) 724-6705 or TTY/TDD: Dial 7-1-1 and request that
representative dial 231-724-6705
CITY OF MUSKEGON
DOWNTOWN DEVELOPMENT AUTHORITY (DDA) /
BROWNFIELD REDEVELOPMENT AUTHORITY (BRA)
REGULAR MEETING MINUTES
June 14, 2022
The meeting was held in the City Commission Chambers. Chairperson M. Bottomley called the
meeting to order at 10:32 AM and roll was taken.
MEMBERS PRESENT: M. Bottomley, J. Riegler, M. Johnson Sr., J. Moore, M. Kleaveland,
L. Mikesell, B. Hastings (joined meeting at 10:38am) and J. Wallace
Jr.
MEMBERS ABSENT: S. Black, D. Pollock, H. Sytsema (excused)
STAFF PRESENT: P. Wills, Director of Strategic Initiatives; D. Alexander,
Downtown Manager, S. Pulos, Administrative Assistant for
Development Services, Ann Meisch, City Clerk and J. Eckholm,
Director of Development Services Division.
OTHERS PRESENT:
APPROVAL OF MINUTES
Motion by L. Mikesell, second by J. Riegler, to approve the regular meeting minutes for May 10,
2022. Voice vote, all approved.
BROWNFIELD REDEVELOPMENT AUTHORITY BUSINESS
Brownfield Redevelopment Authority Business/EGLE Brownfield Loan-Harbor 31
Discussion:
To determine if EGLE would be interested in providing Brownfield Redevelopment Loan (BRL)
funds for the Viridian Shores at Harbor 31 Redevelopment Project. This issue was a discussion
item at the 5/11/21 DDA-BRA meeting.
Background: There are significant environmental costs associated with redeveloping the
property. These costs total approximately $2,000,000 and relate to the installation of vapor
intrusion mitigation systems beneath proposed structures, construction of engineered barriers to
protect against direct contact exposures, proper management of contaminated soil and
groundwater during construction activities, and associated consultant oversight and reporting.
Over the past year, EGLE, the City, and the developer have discussed the pursuit of an EGLE
Brownfield Loan to offset some of these expenses. The maximum loan request is $1,000,000.
DOWNTOWN DEVELOPMENT AUTHORITY BUSINESS
Agenda Item A: Staff is asking the DDA board to review and accept the financial
statement for May 31, 2022.
Staff recommendation: To accept the May 31, 2022 financial statement.
Motion: Motion by J. Riegler, seconded by J. Wallace Jr., to accept the May 31, 2022 financial
statement.
Roll Call Vote:
M. Bottomley: Yes J. Wallace: Yes J. Riegler: Yes
J. Moore: Yes M. Kleaveland: Yes B. Hastings: Yes
M. Johnson Sr: Yes L. Mikesell: Yes
All in favor, motion passes.
Agenda Item B: Staff is asking the DDA board members to approve a 2022-23 fiscal year
budget that would begin July 1, 2022.
Staff recommendation: Approve the DDA budget for fiscal year 2022-23.
Motion: Made by J. Riegler, seconded by J. Moore, to approve the recommended (amended)
DDA budget for fiscal year 2022-23.
Roll Call Vote:
M. Bottomley: Yes J. Wallace: Yes J. Riegler: Yes
J. Moore: Yes M. Kleaveland: Yes B. Hastings: Yes
M. Johnson Sr: Yes L. Mikesell: Yes
All in favor, motion passes.
Agenda Item C: Initial report on Taste of Muskegon/LAF update (Clerk’s Office-Info
Only)
289,000 Tickets were used; 225,000 was the amount purchased; $30,000 in sponsorship. Net
profit is yet to be determined. There were 31 restaurants there. The event was a huge success,
there was a lot of diversity in food, music, and the crowd. A lot of the award winners were from
downtown. The Clerk’s office is getting ready for LAF, volunteer spots are still open. They are
projected to make $11,000 in revenue. Tomorrow there is a food truck rally.
Agenda Item D: Staff will provide information on the direction of the limited DDA
marketing and promotion line item for the next fiscal year.
Background: The recommended DDA 2022-23 fiscal year budget has a $25,000 line-item for
marketing and promotion. Staff would use those funds to continue with the downtown website.
There is discussion with the Watch Muskegon 2.0 group to coordinate websites in the next year
that could include downtown and be part of an overall community upgrade. More on that as the
year progresses. I see the DDA having a similar Muskegon County CVB ad in the travel guide
but a reduced presence in the Livability magazine. There could be from $18,000 to $20,000
remaining in the budget after those items are covered. I would suggest continuing to look at way
to collaborate with Watch Muskegon 2.0 next year to coordinate messaging and get a bigger
reach for your dollars. You already have invested $10,000 from this year’s budget on the initial
launch of digital media buys. For next year, staff has explored Gemini Publications (GR
Magazine and Blue) and potential of targeted email and website content. West Michigan
billboards are another potential. The messaging for downtown should be living downtown, social
district, restaurants and culture/arts. Events now post COVID should be on their own for
marketing. Staff recommendations will come as the year progresses looking to leverage DDA
resources as much as possible.
PUBLIC PARTICIPATION
None.
OTHER
None.
AJOURNMENT
11:43 am
ly
DOWNTOWN DEVELOPMENT AUTHORITY
DDA 2022 Mid-Year Report
Sept. 13, 2022
2022-23 DDA budget
Beginning Fund Balance: $176,665
Revenues: Tax Increment Collections $321,446
BID Administrative Fee: $17,000
TOTAL: $338,446
EXPENSES:
Staffing $98,365
Streetscapes/Decorations $15,000
Facade Program (New Initiative) $75,000
Marketing/Promotions $25,000
Downtown Parks $9,000
Trinity Health Arena Bond Payment $130,000
Office-Misc. Operations $9,000
TOTAL $361,365
NET ($22,919)
Summer Downtown Numbers (May, June, July):
Total Visits: 741,900 up 4.1% from 2021.
Total Unique Visitors: 399,000 up 7.4% from 2021.
Social District beverage stickers: Sold 64,600 through August, compared to 123,000 in all of 2021 ...
sales are down this year.
2022 Events: The city provided 75 Special Event Permits for Downtown Muskegon this year. There were
53 “major event days” (June through September) with some events sharing the same day. Signature
events such as Taste of Muskegon, Parties in the Park, Lakeshore Art Festival, Rebel Road-Bike Time,
Unity and (expected) Irish had successful events.
Welcome these new businesses to downtown Muskegon so far in 2022: The Leonard, 1021 Jefferson,
Brass Moon Vintage, Carlisle’s, Servicios de Esperanaza LLC, and PAL’S Diner.
Major downtown developments:
e Harbor 31— Construction is underway on a $120 million mixed-use waterfront development at
Terrace and Shoreline Drive.
e Adelaide Pointe — Site work is underway and development plans in progress for a $240 million
mixed use waterfront development at the far west end of Western Avenue. This development
now also includes adjacent Hartshorn Village waterfront residential development.
e Samaritas senior housing — 53 units of affordable housing at Spring Street and Clay Avenue to be
occupied by the end of 2022.
e Muskegon Museum of Art — major $11-million-plus expansion of the art museum in its north
parking lot, construction already underway.
e Lakeview Lofts II and III and 880 First Street (former AmeriBank building) to divide $6 million in
state RAP award announced by the City of Muskegon.
e Inthe works — Redevelopment of 1141 Third (former Oldsmobile dealership), redevelopment of
the Morris Street parking lot (Social Security Administration), second building east of The
Leonard and completion of Watermark Center under new ownership.
The future of downtown organizations and delivery of services:
The Downtown Muskegon Business Improvement District special assessments for landscaping and snow
removal expire at the end of 2023. Downtown property owners, businesses, institutions, DDA board, BID
board and city management will have critical discussions and decisions to make in the coming six
months to maintain or improve the quality of downtown and have a sustainable funding plan of support.
Watch Muskegon 2.0: The DDA invested $10,000 last year to launch the digital elements of a new
Watch Campaign on getting people to move to Muskegon, which supports all of the new downtown
living options. The “Find Your ... Home, Passion, Place, Self” digital advertising through Google Ads began
June 7, targeting Grand Rapids, Kalamazoo and Lansing markets, and those searching “move to
Michigan.” Through mid-August, the campaign had 4.27 million impressions and generated 4,900
responses to the Watch/Livability web page. The campaign will run through October.
Find your home in Muskegon.
WATCH
Te MoveToMuske icom( w=) 30
ant
Muskegon Downtown Development Authority
Agenda item A for 9-13-22
Acceptance of financial statement Aug. 31, 2022
Requesting party: City Economic Development
Outline of request: Staff is asking the DDA board to review and accept the financial statement
for Aug. 31, 2022.
Background: This is your first statement of the 2022-23 fiscal year.
Staff comments: The Aug. 31, 2022 statement shows no income yet from TIF or the BID. It also
shows normal personnel costs. The fagade payment of $34,750 is your second payment to
Winberg Construction to close out the $40,000 facade grant for the Pigeon Hill sidewalk/ADA
assistance on Western Avenue. The final fund balance of FY 21-22 of $149,352.50 reflects the
$100,000 you have set aside for transition of downtown services in the future.
Staff recommendation: To accept the Aug. 31, 2022 financial statement.
Suggested motion: | move to accept the Aug. 31, 2022 financial statement.
DDA FINANCIAL FOR 08/31/2022
FY TOTALS
Revenues FY 2021-22 BUDGET FY2021-22 ACTUAL FY2022-23 BUDGET AUGUST 31, 2022
Tax Increment __ iS 310,287.00 | $ 321,446.00 | $ 321,446.00 | S -
Reimbursement-State S - iS ~ iS -
Event Revenue* a ee S$ - | $- -
Trans From Capital Projects Fund _ S - S -
Interest Income a ts - S 543.74 | $ - S 7
Fundraising Revenue a __]
BID Income (or $50,000 levy)** $ 17,000.00 | $ 17,000.00 | $ 17,000.00;$
Sponsorship S - S - S -
Former Mall Brownfield Income (GF) S - iS - iS -
Total $ 327,287.00 | $ 338,989.74 | $ 338,446.00 | $ -
Expenses FY 2021-22 FY2021-22 ACTUAL FY 2022-23 FY 2022-23
Business Dev. Manager Wages iS - S 78,601.09 S 11,115.57
Trans to GF - Marketing, Events, Overhead iS - S -
FICA (7.65%) $ > S) 5,862.50 | $ - $ 1,152.07
Workers Comp (2%) iS - S 401.46 | $ - iS 98.21
Insurance S - S 4,213.07 | $ - S 891.94
Residency Bonus (4%) iS - S - $ -
Life Insurance (0.24%) S - S 321.11 | $ - S 62.24
401(k) (6%) $ - {8 7,001.64 | $ - 1§ 1,378.80
Total Salaries/Benefits $ 95,500.00 | $ 96,400.87 | $ 98,365.00 | $ 14,698.83
Walkability Improvements S - iS -
Streetscape/Wayfinding / Walkability S - S -
Public Art (Downtown Initiative) S - iS -
Landscaping S 15,000.00 | $ 10,625.00 | $ 15,000.00 | $ -
Snow Removal S -
Facade Program S - S 75,000.00 $34,750.00
Financial Incentives S - S -
Downtown Park(s)**** iS 9,000.00 | $ 6,922.11 | $ 9,000.00 | $ 643.01
Marketing/Promotions iS 32,000.00 } $ 23,136.50 | $ 25,000.00 | $ 457.62
Blight $ : __
Office Space and Misc Operating S 9,000.00 | $ 13,019.21 | $ 9,000.00 | $ -
Total Recurring Costs s 65,000.00 | $ 53,702.82 | $ 133,000.00 | $ 35,850.63
Morris Street Lot $ - $ - $ :
Taste of Muskegon S - $ -
Lakeshore Art Festival iS -
Projects and Events $ - $ - S - $ -
County Debt Payments ($1M) iS - iS - S -
Mercy Health Arena HVAC/Roof******* S 130,000.00 | $ 130,000.00 | $ 130,000.00 | $ -
Other Debt Payments (smartzone) S - iS - iS -
Total Debt Payments $ 130,000.00 | $ 130,000.00 | $ 130,000.00 | $ -
Total Expenses S 290,500.00 | $ 280,103.69 | $ 361,365.00 | S 50,549.46
|Net Rev/Expenses | $ 36,787.00 | $ 58,886.05 | $ (22,919.00)| $ (50,549.46)|
|Fund Balance at Beginning of Year | |$ 90,466.45 | |$ 149,352.50 |
/Fund Balance at End of Year | IB 149,352.50 | iB 98,803.04 |
O:\Planning\COMMON\DDA - BRA\DDA - BRA 2022 -- current year\09132022 DDA-BRA meeting\DDA financials 8-31-22
Muskegon Downtown Development Authority
Agenda item B for 9-13-22
Approval of outline for DDA facade grant program
Requesting party: City Economic Development
Outline of request: Staff is recommending an outline of a DDA facade grant program for the
current fiscal year through June 30, 2023 as funded in the budget by the DDA board in June.
Background: In discussing the Pigeon Hill request for DDA assistance to its West Western
Avenue development of the SociaBowl for sidewalk and ADA improvements, the DDA board
suggested a formal DDA facade grant program for this fiscal year and funded the program at
$75,000 in the 2022-23 DDA budget.
Staff comments: Staff has researched other DDA facade grant programs after hearing the
general direction the board would like to go with its program. The City of Muskegon in the past
decade had a facade grant program for downtown and commercial areas of the city with a one-
to-one match of up to $5,000. The goals/objectives and the application outline are attached.
Roosevelt Park also has had a successful and ongoing DDA facade grant program. This also is a
one-to-one grant from $1,000 up to $10,000. The Roosevelt Park program outline is attached.
Staff recommendation: Staff is suggesting a one-to-one match program of grants from $5,000
up to $15,000. That current budget would allow from 15, $5.000 up to five, $15,000 grants.
That would incentivize impactful facade projects of $10,000 and above. Eligible applicants
would be business and/or property owners of commercial buildings (mixed-use with first floor
commercial) within the Muskegon DDA. Applicants must prove ability to fund their half or more
of the project and insure that the work will be completed. Eligible improvements would be on
exterior building elements and need to comply with city regulations and obtain city permits.
Staff would not suggest parking lot or landscaping improvements but improvements that
upgrade actual structures. Grants would be awarded on a first come, first serve basis. Work
would not be able to start until grant approval is given. Grant payments would be
reimbursements to the recipient for work already completed and paid. A committee of staff
and DDA board members would review applications. The DDA board would need to determine
if it wanted to approve suggested awards as a whole.
Suggested motion: | move to direct staff to formalize and launch a 2022-23 Muskegon DDA
Facade Grant program with the following provisions ...
CITY OF MUSKEGON
FACADE IMPROVEMENT GOALS AND OBJECTIVES
PHILOSOPHY
The philosophical basis of any preservation/revitalization program in the city parallels the
national Main Street methodology. Four themes are integrated to create a lasting,
positive, identifiable image of downtown and neighborhood commercial areas, these are:
organization, promotion, design and economic restructuring.
Marketing research around the country confirms that most downtowns and neighborhood-
based shops will never regain their dominance as primary retail centers. They can,
however, maintain economic strength by filling unique retail niches, serving basic
neighborhood needs, and attracting nonretail functions including recreation, residential,
and office uses.
The forum for positive change in the city centers on collaboration among nonprofits,
businesses and government. It also recognizes that change is incremental.
GOAL
To help preserve, maintain and increase the appeal of commercial buildings in the City of
Muskegon’s downtown and neighborhood businesses.
OBJECTIVES
1. Provide grants as incentives to facilitate facade improvements.
2. Promote facade design that is consistent with the time period during which the
structure was built, when feasible.
3. Work with area banks to provide loans for facade and/or building
improvement.
4. Coordinate the facade program with other economic and business
development programs to maximize positive impact of the development effort.
. Use competitive grant awards to promote cohesive, viable business areas.
oa
6. Develop design standards that maintain the original scale, rhythm, and
fenestration (arrangement of windows in a building) of structures.
7. Convene a review committee to review facade designs to ensure consistency
with design criteria.
8. Make grants which promote an atmosphere of clustered, high density, main
street or neighborhood type business.
9. Maintain or develop facades that are sensitive to pedestrian movement and
scale.
10. Promote facade designs that contribute to and improve upon the aesthetics of
the area.
11. Make grants that maximize synergism among uses within an area.
DESIGN COMMITTEE
A design committee will be the existing site plan review subcommittee and other
appropriate staff. Staff shall seek input from appropriate interests including but not
limited to: an individual with architectural background, an area merchant, a
neighborhood representative, a representative from a financial institution, a representative
from the Muskegon Oceana Reinvestment Corporation, and the Community Foundation.
Moore/word/downtown/facdg&o
CITY OF MUSKEGON, MICHIGAN
FAGADE IMPROVEMENT GRANT
GUIDELINES &
APPLICATIONS
MISSION
. As part of its effort to invest in projects that promote and use design for revitalization and
economic redevelopment, the City of Muskegon believes the funds through the Fagade
Improvement Grant program will stimulate property owners and long-term lessees to
improve the physical appearance of their place of business.
TERMS
The Facade Improvement Grant requires a match of 1 to 1 with a maximum grant of
$5,000. The grant is an incentive and should not be considered to fund the entire fagade
improvement project in full. This is a reimbursement-oriented program to ensure that
proposed work is done appropriately and consistent with the character of the
neighborhood.
ELIGIBILITY
Priorities shall be given to projects that:
» Promote fagade design that is consistent with the time period during which the
structure was built, if the structure is located within an established historic district. All
other eligible commercial structures shall create a positive visual impact. A large
portion of the grant shall be applied to improvements for the first floor elevation, more
particularly to opening up storefronts, where feasible.
" Coordinate with other projects in proximity and/or adjacent for coherence,
compatibility, rhythm, proportion, balance, and scale. For projects along Getty
Street, they must also meet the design criteria stipulated in the Getty Street Corridor
Study; and for projects that are within an historic district or has historic significance,
they must meet the Muskegon Historic Preservation Design Guidelines.
» Promote facade designs that contribute to and improve the aesthetics of the building
as well as the area where it is located. Landscaping and parking lot improvements
are encouraged but they are not eligible. Aesthetics in this case shall not only
include window or door replacement but may include the following facade design
enhancement: installation of awnings, accent wall finish, picture windows, elaborate
entrance, appropriate plant boxes, etc. Proposals for fagade improvements that are
predominantly finished with vinyl siding, inappropriate materials or materials that are
not permanent in nature, and proliferation or continuation of non-conforming status,
will not be considered. Buildings that incorporate stone or brick facade finish, or
other architectural materials to enhance the appearance of the building, will be
considered more favorably.
» Have evidence of financial resources substantial enough to implement the proposed
facade improvements; or the ability to secure financing through a local bank within
30 days from date of grant application approval.
O:\Planning\;COMMON\DDA - BRA\DDA - BRA 2022 -- current year\Facade Grants 2022-23\Facade
Grant Application.doc
WORK NOT ELIGIBLE
Since the Facade Improvement Grant program aims to enhance the aesthetic
appearance of commercial buildings, the following are not eligible under this initiative:
» Residential structures whether used primarily for residence, partly or entirely used for
home-based business, or been converted into commercial use. Unless such
structure is located within an established historic district; or the proposed fagade
improvement includes reconstruction to depict the visual effect of a commercial
building, it may not be considered.
« Landscaping and other beautification projects that may compliment but are not
integral parts of the building per se. An example includes but not limited to
resurfacing of parking lots, installation of buffer features, canopies, driveways,
signage (attached or on premise), etc. Exterior lighting fixtures that are appropriate,
attached to the facade and contribute to the aesthetics and safety of the building will
be considered.
» Any type of work that is not appropriate to the building’s design, or that may instead
create a negative impression (such as small windows, reducing window size,
wrought iron bars on windows, non-proportional window openings, sheet metal and
anything that appears “unfriendly”). Unless such features are integrated parts of an
architect’s design to reflect spatial function, and create visually pleasing effect, it
cannot be considered.
= Replacement work that does not make a significant positive impact to the visual
appearance of the building. The goal of the grant program is to transform
commercial buildings that are showing signs of disrepair or dilapidation into an
architecturally appealing structure, mainly on its front elevation. For corner lots, both
sides of the building facing the street may be taken into consideration.
REVIEW CRITERIA
All applications are reviewed on a competitive basis, i.e., the City does not ensure that
every proposal will be approved. The review process will take place once all the
required documentation and supporting evidence is submitted. The City will make an
announcement to receive applications, along with a deadline for submission. The review
process will commence when all applications are received. Incomplete applications will
not be considered. A grant will not be awarded to projects where construction has
commenced prior to grant approval.
The following criteria will be used:
"Letter of Intent. Applicant will demonstrate the need for financial assistance, how
this will give a positive impact to the community, and their commitment to property
maintenance.
* Proposal Description. Applicant will submit detailed description of the proposed
improvement, including drawings, sketches, pictures, specifications, and estimated
project costs. Only direct costs to a fagade improvement are considered for
reimbursement (materials and labor cost for the fagade work) and an architect's
2
professional fee. Other cost, such as demolition and clearing of debris, are not
considered as a direct cost. To qualify for reimbursement, the work must be
performed by a licensed contractor and not by the business owner (even if the
business owner is a licensed contractor).
Financial Evidence. Applicant will submit evidence of his/her ability to complete the
project, financially. The Fagade Improvement Grant is a reimbursement program.
Hence, projects not completed on the grant year shall not receive the financial
assistance.
Architectural Merit. Applicant will demonstrate the potential of enhancing the quality
of the resulting work; the potential of the work to serve as a catalyst for future
community development; and the potential of a long-term economic development as
a result of this work.
DESIGN COMMITTEE
Subcommittee for the site plan review (existing) and Planning Department staff will
evaluate all applications. The City may seek input from various interest groups including
but not limited to: individuals with architectural background, an area merchant, a
representative from the neighborhood, financial institution, the Muskegon Oceana
Reinvestment Corporation, and the Muskegon Community Foundation.
EXAMPLES OF SUCCESSFUL FACADE IMPROVEMENTS FROM ANOTHER
MICHIGAN COMMUNITY:
BEFORE AFTER
Opening up storefront windows, adding an awning on the entry, and softening the
signage made the building look more appealing.
BEFORE AFTER
Reduction of sign and awning size, maintaining storefront windows, and other features
help create pedestrian-conducive atmosphere. The example provides features that are
balanced proportionately without losing the historic character.
BEFORE AFTER
BEFORE AFTER
Reducing sign size on the new awning helps make the building look more “respectable”
while keeping its historic character. Other awning color may have been selected (such
as forest green or burgundy) to more closely relate to a building’s exterior wall finish, but
deep blue color to contrast the wall finish also creates a vibrant effect.
PARCEL NUMBER:
APPLICATION FOR
FACADE IMPROVEMENT GRANT
City of Muskegon DATE SUBMITTED:
933 Terrace Street
P.O. Box 536
Muskegon, MI 49440
DATE RECEIVED:
231-724-6702
Please type or print all information. Incomplete information may dela y the processing of this application.
NAME OF APPLICANT: Name and phone number of person to
be contacted on matters involving this
application:
COMPLETE BUSINESS MAILING ADDRESS (No PO Box):
COMPLETE PROPERTY ADDRESS (if different from above): PRESENT USE:
PROPOSED USE:
DESCRIBE PROPOSED WORK AND ATTACH OTHER Space below for Staff Comments:
REQUIREMENTS (Use additional sheets if necessary):
APPLICANT'S SIGNATURE:
Note: Information contained in this application and supporting documentation may be subject to review by
the public if a Freedom of Information request is filed.
aie.alyof Roosevelt Park
edBroud|Community
*
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City of Roosevelt Park
Building Fagade Improvement Matching Grant Program
Program Goals: To encourage property owners and tenants to make exterior
building fagade improvements and/or install new or improved landscaping,
parking, or signage.
To encourage physical improvements to businesses.
To encourage creative projects intended to aid the economic diversity of
this community.
Eligible Properties: Properties located within the City of Roosevelt Park
Downtown Development Authority District.
Eligible Structures: All existing or proposed commercial, office, industrial or
mixed-use buildings.
All property taxes and other City accounts must be paid current.
A property (or contiguous properties) may only receive a total of one (1)
grant award within a thirty-six (36) month period.
Eligible Applicants: Property owners or leaseholders of commercial or
industrial property. In the case of leaseholders, a letter of permission from the
property owner is required.
Grant Amounts: The grant will provide a dollar for dollar match up to a
maximum grant award on a single property (or contiguous properties) of $15,000
and the minimum grant award is $1,000. For example, a grant could be used to
pay for $1,500 of a $3,000 project or $15,000 of a $30,000 project. The total
number of grants awarded annually will be limited to the annual budget for
Facade Grants as approved by the DDA Board.
DDA Facade Grant Program 2016 |
Eligible Improvements: The Downtown Development Authority reserves the
right to determine the eligibility of all items in a project's scope of work. This
determination shall be conclusive and final. All grant-funded improvements must
be permanent and fixed in type and/or nature. Improvements must meet all City
of Roosevelt Park code requirements including zoning, building, and safety
codes and the applicant must obtain any necessary permits.
Signage ($2,000 maximum)
Exterior walls
Windows ($5,000 maximum)
Doors
Storefronts
Painting of exterior surfaces
Cleaning and/or tuck-pointing of masonry or stone
Entrance and exit improvements (including ADA accessibility)
Awnings
Exterior architectural features
Exterior lighting
Re-sealing and/or re-striping parking lot ($2,000 maximum)
Landscaping
All improvements must be completed within a six (6) months of the start of
construction.
Ineligible Costs: The applicant may not use grant funds for any of the following:
Expenses incurred prior to application approval
Property acquisition
Mortgage, land contract financing or loan fees
Site plan, sign or building permit fees
Appraiser or attorney fees
Wages paid to applicant or the applicant's relatives for work associated
with the fagade improvement project
e Furnishings, trade fixtures, display cases, counters, or other items taxed
as personal property
Grant Process: The applicant must submit an application packet detailing the
proposed scope of work. Application forms and assistance are available at City
Hall. The application should include:
Photos or drawings of the existing building
6
Drawings or description of the proposed fagade/improvements
68
Detailed cost estimates (minimum of two competitive quotes)
ee
A proposed timeline for the project
DDA Facade Grant Program 2016 2
City staff will perform a preliminary review of the proposal indicating how well the
project meets the program objectives and requirements.
A review Committee of the DDA will meet and study the proposal. The Applicant
may be asked to provide additional or clarifying information. The Committee may
send the proposal back to the Applicant with requests for modifications. The
Review Committee will make a recommendation to the DDA Board for their
acceptance or rejection of the proposal. If the grant is awarded, the DDA will
reimburse applicants for eligible improvements.
The grant recipient must submit final invoices from contractors or suppliers
marked “paid in full’ along with copies of the checks made payable to the
contractor or supplier.
The grant recipient must supply proof that the improvements passed all final
inspections and meet all City of Roosevelt Park Zoning and Code requirements.
All improvements must be completed within six (6) months of the start of
construction.
Any changes in the scope of work must be approved by the DDA Board to be
eligible for reimbursement.
*WORK CANNOT BEGIN PRIOR TO APPROVAL BY THE DDA BOARD
General Provision: The DDA Board has final decision on all matters related to
the Facade Improvement Grant Program. Any decision by the DDA Board is
final.
Adopted — September 2008
Amended — May 2014
Amended-March, 2016
DDA Facade Grant Program 2016 3
5 |
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DIGITAL
ADVERTISING
REPORT
WATCH MUSKEGON
MARKETING AGENCY
MARKETING DIRECTORS
| | | N D) Qs D) FULL-SERVICE MARKETING AGENCY + ON-SITE MARKETING MANAGERS
‘a iN nN 360 W Western Ave #300, Muskegon, MI 49440 + 616-710-1549 + KindreclMarketingAgency.com
WATCH MUSKEGON
CAMPAIGN UPDATE
August 2022
EXECUTIVE SUMMARY
This document includes an overview of our campaign goals, marketing plan summary, target audiences, our
approach to developing creative, and the results to date on the Watch Muskegon 2.0 Advertising Campaign.
If you have any questions, please contact Don Kalisz, Owner of Kindred Marketing at
don@kindredmarketingagency.com or by calling/texting 231-343-2327
CAMPAIGN GOALS
The first wave of Watch Muskegon was successful in building up our community's morale and self-image of
Muskegon. This current wave of advertising focuses on attracting people to consider moving to Muskegon.
MARKETING PLAN SUMMARY
The current marketing plan involves a comprehensive, multi-phase plan that will span over the course of
approximately 2- 3 years.
The first phase currently underway is a series of digital advertisements targeted to our specific audiences
and campaign goals, driving people to a specific location on the Watch Muskegon website.
Following the conclusion of this initial phase of digital ads, we will have the data needed to continue our
campaign which will include expanded digital and non-digital ad placements, billboards, broadcast,
radio, mailers, and to-be-determined tactics once a budget has been determined.
TARGET AUDIENCES
Our target audiences include individuals with an annual household income of more than $150,000, those
who have either lived in or visited Muskegon in the past, and who currently live outside of Muskegon, as
well as those who are looking to “move to Michigan’. We are also targeting specific behaviors that align
with Muskegon, including but not limited to:
Outdoor lifestyles
Local arts and culture
Wealthy renters
Empty nesters
Young families
Remote workers
TARGET MARKETS
Using data provided by the City of Muskegon, Visit Muskegon, (Convention and Visitors Bureau), online
research and best practices, and Placer Application Technology that tracks Muskegon-visitor destinations, we
are initially focused on targeting the following cities with more to follow. We monitor and report our results
each month and will determine changes as needed.
e Grand Rapids
e Lansing
e Kalamazoo
IKIINDR=®)
FULL-SERVICE MARKETING AGENCY + ON-SITE MARKETING MANAGERS
380 W Western Ave #300, Muskegon, MI 49440 + 616-710-1549 + KindreclMarketingAgency.com
Since the campaign's launch, ad performance numbers supported a shift from Kalamazoo to Chicago near
O'Hare International Airport.
As the campaign continues, our plan is to expand our advertising into non-digital mediums and additional
cities, including but not limited to:
e Greater Detroit area and the east side of Michigan
e Greater Chicago area
e Additional midwestern cities as the future results-tracking will suggest.
CAMPAIGN DURATION
Based on the initial budget for advertising and Muskegon's peak season, the campaign runs from June
through the end of October. We are currently planning to extend the campaign over the course of the next
one to two years, depending on the overall advertising budget.
OUR APPROACH
Utilizing the “Start with Why” philosophy made famous by Simon Sinek, we lead the Watch
Muskegon team through a series of whiteboard strategy sessions to determine the final direction for
our campaign messaging.
"Start with Why” suggests that people do not buy or engage because of “what” an organization — or
in this case, a destination — offers. Instead, people engage because of “why”. Our "why" is our
purpose, cause, or belief as it relates to the mindset of our target audiences. It needs to first create
an emotional response and connection to their situation, and then lead them to all the specific
great reasons to consider making Muskegon their home.
This model is proven successful when all messaging leads with “why”. Below is a summary of the
results of this process.
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What do you do? The result of Why - Proof thinking and language
Result: Rationalisation and communication
| K| | N D)Qs D) FULL-SERVICE MARKETING AGENCY + ON-SITE MARKETING MANAGERS
N iN mM 380 W Western Ave #300, Muskegon, MI 49440 + 616-710-1549 + KindreclMarketingAgency.com
CAMPAIGN MESSAGING
All campaign messaging and creative themes are and will continue to lead first with “why”, then
lead into “how”, and conclude with our call to action or our “what”.
Our Why:
There are just some things in life that matter more than others. If you feel like something’s missing,
there's a good chance you'll find it in Muskegon.
Our How:
What's in Muskegon? Where do we even start? There are miles Upon miles of shorelines and rivers
to explore. There’s a growing downtown and bigger downtowns nearby. There’s open land to call
your own, It’s a dynamically diverse community, great for raising a family or enjoying the years after
the kids have left home. And you can't beat the cost of living. There's a little bit of everything here —
a balance that we're all looking for.
Our What:
This is our heartfelt invitation: Come live in Muskegon.
Work, live, and play in a place where good things are happening.
WATCH MUSKEGON'S BRAND STORY
A successful brand story describes why you exist, your purpose, and why people should care about it. It’s an
emotional story that captivates your audience, connects with them on an emotional level, and persuades
them to action. Here is our brand story, which is the fulcrum of all creative execution.
Lately, a lot of us have been reminded of what matters most in life. We've felt how much
being outside enriches our mind, body, and soul. We've seen how you don't have to be in
the office to get the job done. We've learned the irreplaceable value of family.
For all these reasons, people are making Muskegon their new hometown—including many
who called us their hometown once before.
If you're thinking about a move to Michigan, go with Muskegon. We're closer to family, but
far from what you remember — the same trails, beaches, and convenient proximity, now
with more restaurants, breweries, aris, schools, and diversity than ever before. We strike
that perfect balance between city and nature. We have miles of shorelines and winding
rivers calling your name.
You can slow down and speed up at your own pace in a beach town that doesn’t shut
clown in the off-season. Be endlessly inspired by year-round arts, culture, and activities —
all in a city on the rise.
You can upsize or downsize — and be closer to the people you love and miss and live in
a community where you matter.
There are just some things in life that matter more than others.
You'll find the best of all of them—here in Muskegon.
IKIINDR=ED
if\\ N D ins D 380 W Western Ave #300, Muskegon, MI 49440 + 616-710-1549
: + KindreclMarketingAgency.com
This campaign touches on all the wonderful characteristics and features one will find here in Muskegon.
Words andl images can easily be rotated to target specific strategies and emotions. While this campaign is
primarily targeting individuals outside of the Muskegon area, it can easily be adapted in future campaigns
to appeal to those who already call Muskegon home.
The call to action is to visit a unique website address that drives our message home — MoveToMuskegon.org
— —
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Animated Digital Ads ns
Mockup ad sample (For illustration purposes only)
| KK | N D)Qs D) FULL-SERVICE MARKETING AGENCY + ON-SITE MARKETING MANAGERS
(a iN iny = 360 W Western Ave #300, Muskegon, MI 49440 + 616-710-1549 + KindreclMarketingAgency.com
EARLY RESULTS
Below you will see a performance breakdown of the audiences we have created and are serving ads
to. The campaign is currently running three different ads, Find Your Passion, Find Your Place, and
Find Your Self in Muskegon. These ads will show up on phones and computers when folks are
browsing websites or using apps that have ads in them.
The audiences are created by various signals and data points that Google collects and organizes.
Google tracks the websites people visit, the apps they download, their Google Search history, the
contents of their Gmail accounts, and a number of other data points to determine if folks fall into
our target categories or show an interest in our key topics.
In the beginning, the campaign was focusing on placing the ads in front of as many eyes as
possible. By the middle of July, we collected enough data and shifted focus to driving as many clicks
to the website as possible. Now, we want to focus on driving clicks to the website AND an additional
action of clicking on the “Find your Home” section of the Living page. This process will allow us to
collect the most targeted data giving us what we need to shift to a more advanced strategy.
Google Ad Results - Through August, 2022
Location Impressions Clicks CTR CPC Cost
Grand Rapids 1,468,862 1,772 0.12% $117. $2,067.62
Kalamazoo 1,206,042 1,373 OnN% . $145 $1,986.28
Lansing 1,363,097 1,688 0.12% $119 $2,006.58
Moving to Michigan 358,568 495 0.14% $ 0.92 $ 455.89
Total 4,396,569 5,328 0.12% $1.22 $6,516.37
Audience Impressions Clicks CTR CPC Total Cost
Beach Days 426,033 510 0.12% $ 1.08 $ 552.06
Biking 398,147 497 0.12% $1.11 $ 553.40
Boating & Sailing 410,431 487 0.12% $1.13 $ 549.18
Empty Nesters 78,736 12 0.02% $ 8.36 $ 100.34
Fishing 419,489 509 0.12% $ 1.09 $ 555.62
Kayaking & Canoeing 414,881 498 0.12% $1.12 $ 557.46
Local Cultural Arts 451,067 490 0.11% $1.14 $ 557.74
Moving to Michigan 358,568 495 0.14% $ 0.92 $ 455.89
Outdoor Enthusiasts 417,208 517 0.12% $ 1.07 $ 552.38
Recently Retired/Retiring Soon 261,190 286 0.11% $ 1.96 $ 560.31
State Parks 410,478 554 0.13% $ 1.00 $ 556.50
Wealthy Renters 102,987 216 0.21% $ 1.92 $ 414.55
Young Families 247,354 257 0.10% $ 2.14 $ 550.94
Total 4,396,569 5,328 0.12% $1.22 $6,516.37
Copy.of Watch Muskegon || Last 30/Days January 1, 2022'- August 26, 2022
IMPRESSIONS & CLICKS
PAST 120 DAY: WATCH MUSKEGON
600k 1k
: 300k 500 5
0 0
Week 18 2022 Week 20 2022 Week 22 2022 Week 24 2022 Week 26 2022 Week 28 2022 Week 30 2022 Week 32 2022 Week 34 2022
— Impressions — Clicks
IMPRESSIONS CLICKS A CLICK-T HROUGH-RATE (CTR)
WATCH MUSKEGON WATCH MUSKEGON WATCH MUSKEGON
4,396,195 5,326 0.12%
AVERAGE COST PER CLICK TOTAL COST A COST PER 1,000 IMPRESSIONS (CPM)
WATCH MUSKEGON WATCH MUSKEGON WATCH MUSKEGON
$1.22 $6,516.37 $1.48
CAMPAIGN PERFORMANCE
WATCH MUSKEGON
Campaign Impr. Clicks CTR Average CPC Average CPM Total Cost
Watch Muskegon || Moving to Michigan 358,568 495 0.14% $0.92 $1.27 $455.89
Watch Muskegon || Lansing || Young Families 95,874 79 0.08% $2.38 $1.96 $188.32
Watch Muskegon || Lansing || Wealthy Renters 29,843 70 0.23% $1.88 $4.41 $131.51
Watch Muskegon || Lansing || State Parks 143,691 197 0.14% $0.94 $1.28 $184.49
Watch Muskegon || Lansing || Recently Retired/Retiring Soon 95,407 91 0.1% $2.04 $1.94 $185.55
Watch Muskegon || Lansing || Outdoor Enthusiasts 142,747 186 = 0.13% $1.01 $1.31 $187.24
Watch Muskegon || Lansing || Local Cultural Arts 154,785 174 ~— 0.11% $1.05 $1.18 $183.20
Watch Muskegon || Lansing || Kayaking & Canoeing 139,278 175 0.13% $1.07 $1.34 $186.98
Watch Muskegon || Lansing|| Fishing 133,337 177 0.13% $1.05 $1.40 $186.23
Watch Muskegon || Lansing || Empty Nesters 15,006 2 0.01% $9.95 $1.33 $19.90
Watch Muskegon || Lansing || Boating & Sailing 130,787 174 0.13% $1.07 $1.42 $186.34
Watch Muskegon || Lansing || Biking 135,155 168 = 0.12% $1.08 $1.35 $182.14
Watch Muskegon || Lansing || Beach Days 147,187 195 0.13% $0.95 $1.25 $184.68
4,396,569 5,328 0.12% $1.22 $1.48 $6,516.37
Campaign impr. Clicks CTR Average CPC Average CPM Total Cost
Watch Muskegon || Kalamazoo || Young Families 61,615 95 0.15% $1.85 $2.85 $175.59
Watch Muskegon |] Kalamazoo || Wealthy Renters 25,440 64 0.25% $2.05 $5.15 $131.13
Watch Muskegon || Kalamazoo |] State Parks 117,841 156 0.13% $1.17 $1.55 $182.80
Watch Muskegon || Kalamazoo || Recently Retired/Retiring Soon 75,701 84 0.11% $2.21 $2.45 $185.23
Watch Muskegon || Kalamazoo || Outdoor Enthusiasts 126,566 145 0.11% $1.28 $1.46 $184.94
Watch Muskegon || Kalamazoo || Local Cultural Arts 137,250 138 0.1% $1.37 $1.38 $188.73
Watch Muskegon || Kalamazoo || Kayaking
& Canoeing 129,469 131 0.1% $141 $1.43 $185.20
Watch Muskegon || Kalamazoo || Fishing 132,677 147 0.11% $1.24 $1.38 $183.00
Watch Muskegon || Kalamazoo || Empty Nesters 10,832 0.02% $7.56 $1.40 $15.12
Watch Muskegon || Kalamazoo |] Boating
& Sailing 141,744 135 $1.36 $1.30 $184.25
Watch Muskegon || Kalamazoo | Biking 117,918 142 $1.31 $1.58 $185.88
Watch Muskegon || Kalamazoo || Beach Days 128,989 134 $1.38 $1.43 $184.41
Watch Muskegon || Grand Rapids || Young Families 89,865 83 0.09% $2.25 $2.08 $187.03
Watch Muskegon || Grand Rapids || Wealthy Renters 47,104 82 0.17% $1.85 $3.18 $151.91
Watch Muskegon || Grand Rapids || State Parks 148,946 201 0.13% $0.94 $1.27 $189.21
Watch Muskegon || Grand Rapids || Recently Retired/Retiring Soon 90,082 ili 0.12% $L71 $2.10 $189.53
Watch Muskegon || Grand Rapids {| Outdoor Enthusiasts 147,895 186 0.13% $0.97 $1.22 $180.20
Watch Muskegon || Grand Rapids || Local Cultural Arts 159,032 178 0.11% $1.04 $1.17 $185.81
Watch Muskegon || Grand Rapids || Kayaking
& Canoeing 146,134 192 0.13% $0.97 $1.27 $185.28
Watch Muskegon || Grand Rapids || Fishing 153,475 185 0.12% $1.01 $1.21 $186.39
Watch Muskegon || Grand Rapids
|| Empty Nesters 52,898 0.02% $8.16 $1.23 $65.32
Watch Muskegon |] Grand Rapids
|] Boating
& Sailing 137,900 178 0.13% $1.00 $1.30 $178.59
Watch Muskegon || Grand Rapids
|| Biking 145,074 187 0.13% $0.99 $1.28 $185.38
Watch Muskegon || Grand Rapids |] Beach Days 149,857 181 0.12% $1.01 $1.22 $182.97
4,396,569 5,328 0.12% $1.22 $1.48 $6,516.37
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