If you’re a regular visitor, you know I tell the stories of businesses, brands, people and cities for a living. Recently, I went to Mandan, ND to meet with the city staff and leadership and to see the city firsthand so I could tell their story to the retail marketplace and help them attract new retail and restaurants. Most of the people who heard of my trip in advance, or saw a tweet the day of, responded as if I were heading to the end of the known universe. And while some things were a little different 150 miles from Canada than they are here in Oklahoma (it was May 2nd and there was snow on the ground from a weekend blizzard, for one thing), the most important things from an economic development perspective were exactly the same.

Cities who want retail have to be strategic if they wish to accomplish the goals. And, as my colleague Rickey Hayes says, they must have a firm grip on reality. I think our project in Mandan will be successful, and here’s why:

1. The city knows the truth about itself… they are grounded in a reality that includes their population, growth, proximity to other retail or cities, ability to offer incentives or enticements, and what land or environmental factors affect them. For good or ill, they are interested in the truth about what they have to offer, and who might be interested.
2. City officials and leadership are committed to smart growth and to focusing on key areas rather than a shotgun approach to development. After a years-long and largely successful downtown revitalization effort, Mandan is ready to seek retail investment from further afield. Studies and surveys have been done in the past that helped shape completed projects and brought resident’s concerns and wishes to the forefront. Leaders in the community are anxious to move forward with retail recruiting efforts, but they want to remain true to the master plan and development goals for the city.
3. Mandan is growing… our preliminary research into the demographics and drivers for the city is positive. They do have something to offer businesses who fit the opportunity gaps in their marketplace and the city wants to partner with the development community to make the process as simple and painless as possible. More importantly, they have taken steps (like contracting with me and with Retail Attractions) to prove it and share it.
4. They understand their brand. Mandan, ND is not everyone’s cup of tea, and that’s OK. They promote what they have (which was impressive to see in person), and they work to further the business community’s understanding and first impressions of Mandan.

Cities who want to grow must think of themselves as brands and businesses and market accordingly. Slick, beautiful marketing brochures (the approach many of them take) are not the answer. Thoughtful attention to streamlining the development department and a reputation of being easy to work with goes further to close a deal. A city website full of solid, up to date, third-party verifiable economic development information on the market (demographics, property, characteristics, government or regulatory issues, retail or business environment, etc.) that is regularly updated, or even contains a *gasp* blog, goes further to attract interest. It sounds basic to many entrepreneurial businesses, and perhaps it is. But too often, cities don’t approach a marketing problem, or economic development marketing, from a business perspective. And they should.

When you think about your place, business or brand… are you grounded in reality? Are you committed to smart growth and to delivering exactly what your customers need? Is it easy to do business with you… no hoops, obstacles, or processes that might make people re-think their initial interest? And is your brand authentically YOU and do you deliver on what it promises?

I kept my list short… what would you add?

Some of you know that about half of my consulting-side work is in economic development for cities and site owners. Mostly retail, but we also help cities attract new residential and industrial/office development as well. It’s work I love because if I do my job well, a corner of the world is a better place when I’m through… the new businesses increase the tax base, allow cities to provide additional services for residents, provide access to goods and services within a community (less driving, less sprawl) and provide employment. We also work with client communities to facilitate public involvement, manage public perceptions and effectively use public relations to promote positive developments.

For retail attraction, the biggest show of the year is the International Council of Shopping Centers (ICSC) annual convention in Las Vegas, a show we attend every year. I spend most of April and May preparing for the show, updating marketing pieces, research, white papers, graphics, etc., etc., so we’re armed and ready. Typically, several of our clients attend the show with us, so we’re “on” from the moment we hit the airport until the moment we actually get into our car to drive home from the same airport 4 days later. It is the most exhausting experience next to childbirth. And it usually takes me fewer days to recover from childbirth.

The show is 3 hard days of pressurized meeting, rounds of receptions and engagements, and an INSANE amount of walking. Needless to say, I don’t wear my high heels. We hope to come back with new client leads for our services, new interest in sites in our client communities, and closed deals on other parcels or lots already in process. Even in this hyper-connected world of ours… the hard work in this arena still gets done face-to-face. Priceless connections are made, relationships renewed and business furthered. While the trip is a major expense and emotional drain, it is the single most important and effective event in our year.

Why am I telling you all this? I’m begging your forgiveness, in advance, for the break I’ll be taking this week from blogging. I probably won’t be coherent until sometime next week after returning late Wednesday from the show. And I hate to post incoherent ramblings on the blog. ;P In the meantime… if you all have something to say, just go on and post in the comments. I’m looking forward to hearing your trade show experiences and (shareable) Vegas experiences.

Perhaps, if you’ve found my site through PR, Marketing or Social Media searches, links or posts, you found this page and wondered how it all fits together. I love marketing places… economic development marketing is a specialty of mine. Telling the story of a place, for a particular purpose, helps to achieve goals that benefit the citizens who live there, the stakeholders invested there, the businesses who choose to locate there and the regional concerns connected to the primary place. In short, it’s marketing I feel good about doing.

Through our place marketing endeavors, I’ve gotten to know quite a few city councilors, city managers, economic development professionals, developers, retail site selectors and commercial real estate brokers. One former economic development professional, Rickey Hayes, opened his own retail consulting business two years ago and has experienced phenomenal success since then. His approach benefits all the parties involved in retail recruitment and generates results. I’ve been working with him, supplying data, marketing materials and helping to tell the stories of his client cities for the past couple of years and I’m proud to be part of the Retail Attractions, LLC, team.

If you know me personally, or follow me closely on facebook or Twitter, you know I am passionate about what I do. I wanted to introduce you to someone else who is equally passionate about helping cities achieve their visions in economic development and retail recruitment. And now you know how that whole economic development thing fits

Co-authored by Rickey Hayes and Mandy Vavrinak

More and more cities and communities are realizing that growing their retail base wisely is an integral part of any balanced and long-term economic development strategy. Not every city can support extensive retail; overbuilding in some categories and areas has contributed to today’s economic woes in the retail sector. However, many areas are still significantly underretailed and opportunities exist for both savvy cities and smart retailers. Since fewer retailers are moving in this challenging environment, competition for those new projects and locations is fierce. How can a city help get its name on the expansion list? Here are some tips we’ve found to be effective as we help cities recruit new businesses:

1. Believe in and utilize public/private partnerships. Cities can assemble land, provide needed public infrastructure and ensue the development process is as pain-free and efficient as possible. Now is the time for innovate approaches to incentives and improving internal processes.
2. Know your city/sites well, from a development perspective. What would make them attractive (or not) to a particular retailer? Does the site fit the retailer’s criteria?
3. Get your demographic house in order. Using the numbers from the last census is NOT providing current, actionable information for the site selection process. Numbers generated via internal studies (not independently verifiable) are also not helpful. Use a reputable source for solid demographics based on a reasonable trade area.
4. Understand the development process from the development side. Knowing how to work with site selectors, brokers, developers, leasing agents and retailers is crucial to ensure a smooth process and positive outcome.
5. Craft a marketing position and use it. If your city logo/motto reflects 150 years of history but not where you’re headed, or what new residents or businesses can expect in the future, you’ve missed an opportunity to shine. If your web site looks like an internal project, you’ve missed another one. Cities selling themselves need the same tools as other companies with products to sell… good logo, solid identity, good product information, great marketing vehicles to share it all.
6. Own your own economic development efforts. Chambers of Commerce, industrial development authorities, and other quasi-governmental bodies cannot “pull the trigger” on projects, yet the decision-making process and the ability to get things done in a consistent manner is an integral part of economic growth and development.

It’s not easy to get noticed by national retailers and other site selectors, but using these tips will help your community put its best foot forward and increase the chances you’ll get a shot at new business expansions or developments.

Cross-posted at NAI Commerce One blog and at citiesofvision blog.

Rickey Hayes is the principal of Retail Attractions, LLC http://www.retailattractions.com, a firm dedicated to helping cities and developers successfully find retail sites, close deals and improve the quality of life for our client cities. Mandy Vavrinak is the principal of Crossroads Communications, LLC, http://www.crossroadscommunications.com, a firm dedicated to effectively marketing places and spaces and specializing in working with retailers and cities. They’ve successfully partnered on a number of projects, attracting more than 6 million square feet of retail to the right locations over the past 6 years.