94-1183 4
• Council File # 44-1/Y3-
S ubs -6 {-U b Green Sheet # l 3R0
' R
ITY ' AINT PAUL, MINNESOTA
0* 5/
Presented By L 1
Referred To Committee: Date
1
2
3
4 WHEREAS, the purpose of a down • wn shopper parking program is to overcome visitor
5 parking expense as a barrier to patr nage of downtown retail businesses and restaurants; and
6
7 WHEREAS, the benefits of a parki g program include increased shopper visits and retail
8 sales and overall revitalization of do ntown's retail environment; and
9
10 WHEREAS, a pilot validated down • wn shopper parking program was initiated in 1993, with
11 the participation of the Dayton's p. king ramp, the World Trade Center ramp, the Port
12 Authority's Town Square ramp, an', the HRA's Seventh Street municipal ramp; and
13
14 WHEREAS, Dayton's, the World I rade Center and Town Square, and other participating
15 retailers report increased sales; and
16
17 WHEREAS, participants support . expansion of the validated shopper parking program
18 including an increase of parking fa.aities from 4 to a minimum of ten, and with the revision
19 that retailers would pay $1.05 and arking operators would receive $1.00 per validated
20 ticket, with the difference between ' e purchase price of the stamps an the redemption value
21 to be held in the program account to fund future printing and postage charges; and
22
23 WHEREAS, with the expanded pro ram downtown wide, additional parking facility
24 participants will include at least si new ramps including Garrick, Victory, Lowry,
25 Landmark and Lowertown ramp; . d
26
27 WHEREAS, participants in the ne ly expanded program will include the Pioneer Press,
28 Bank of Saint Paul, and representa ves from the cultural community, Building Owners and
29 Managers, Chamber and Downtow Community Development Council; and
30
31 WHEREAS, supervision by the P :lib Director and consultation with downtown stakeholders
32 will be integral parts of this exp. . ed program to provide oversight and accountability; and
33
34 WHEREAS, in addition to City su ►port for the program of $35,000, parking ramps would be
35 contributing an estimated $250,111 in rate discounts, and retail /restaurant businesses
36 investing an estimated $105,000 i ! the purchase of validation stamps, assuming 100,000
37 parking validations per year; and
38
q - /r13
1
2 WHEREAS, the Mayor recommend the following changes to the 1994 budget:
3
4 CURRENT AMENDED
5 FINANCING PLAN BUDGET CHANGES BUDGET
6
7 Fund 130 Parking and Transit Fund
8 GL- 130 - 00000 -9830 Use of Fund Bal. ' e 0 $35,000 $35,000
9
10 SPENDING PLAN
11 Fund 130 Parking and Transit Fund
12 36100 General Parking and Transit
13 GL -130- 36100 -0133 Capital City I terns 0 $ 4,000 $ 4,000
14
15 GL- 130 - 36100 -0549 Shopper Par . u g Program 0 31,000 31,000
16
17 NET CHANGE $35,000
18
19 THEREFORE BE IT RESOLVED, at the city of Saint Paul will provide funding in the total
20 amount not to exceed $35,000 for the 1994 -95 program, and that the Department of Planning
21 and Economic Development will cons ,1 t with and seek input from effected individuals and
22 stakeholders, but will have the respon ibility to manage this budget and approve expenditures ;
23 and
24
25 BE IT FURTHER RESOLVED, tha ui the City Council approves these changes to the 1994
26 budget.
27
Yea N
s ays Ab:ent Requested by Department of:
Blakey J�
Harris =Jt
Grimm
Guerin
Megard
Rettman f By:
Thune
7
Form Approved by City Attorney
Adopted by Council: Dat AUG
Adopt n Certif' - t: -uncil Secret =ry B
By: f t Approved by Mayor for Submission to
, t / Council
Approved Mayor: Date 1 41
.f By:
By:
1/ !"04-"/(''
9
(��
j a i
DEPARTMENT/OFFICEAP.OUNCIL DA E INITIATED N° 2 7 3" V #
FED 7 94 GREEN SHEET i
ErnatJDATE rn i1 INITI . TE i
NE
CONTACT PERSON & PRONE .DE, r , „_,.. .. - , . Li CITY COUNCIL
S. Thompson/K. Ter Horst 66650 enFCR CITY& , �,�.. ,�rJ ; 0
MUST BE ON COtMCILENDA BY (DATE) yVRNG fr7, - UDGET DIRECTOR ' FIN. & MGT. SERVICES DIR.
R /� t
*744$494 k� Q L gi MAYO (OR ASSISTANT) /'t •" p r 1 i,
TOTAL # OF SIGNATURE PAGES 1 (CLP ALL LOCATIONS FOR SIGNATURE)
4
ACTION REQUESTED: '
1 . d DA pi .,2h? - ixvr�s4 1 f4' 4 'r ,,
a .,u ant l :n m
RECOMMENDICIONB. Approve (A) or Ilkaict (R)
ERSONAt. SERVICE CONTR MUST ANSWER THE FOLLOWING QUESTIONS:
_ PLANNING COMMISSION — CIVIL SERVICE COMMISSION H3S this person/firm ever wofked under a contract t for this department?
YES NO
_ CIS COMMITTEE f
. Has this person/firm ever been* city tree? I
STAFF YES 140
DISTRICT COURT . Does this person/firm possess a sIdil not normally pOssessed by any currant city ?
SUPPORTS WHICH COUNCIL OBJECTIVE? YES NO I
',xpialn all yes answers on asperse* shoot and ate to sheet
INITIATING PROBLEM, ISSUE, OPPORTUNITY (Who Whei, When, where. Why: 1 i
i
t
The attached resolution allows for cit. participation in a 1994. expanded downtown shopper
parking program. Highlights of the newly expanded program included an ine cease of
participating parking facilities from four to a minimum of 10, additional downtown participants II
including Pioneer Press, Bank of Sabi Paul, BOMA, DCDC, and Chamber, and an "estimated
private contribution of $355,000 in thz program from participating parking ramps and retailers.
(See attached program description.)
' '
ADVANTAGES IF APPROVED:
3
A focused accountable shopper parking program will be expanded in order for visitors to 1
overcome parking expense as a barrier to patronage of retail imsinesses and restaurants
downtown. ,
RECEIVED =
JUL 19 1994
1 DISADVANTAGES IF AllitIffnaillet not approved BUDGET OFFICE
The shopper P program ar will n= be to include ' i downtown participants,
and may continue without leveraging additional private dollar&
e
RECEIVED ii
DISADVANTAGES IF /1 APPROVED: 411
Cpl Research c en t re 'JUL 21 1394 ii
AUG ) 2 1994 MAYOR'S OFFICE Y
I
-- I . a
TOTAL AMOUNT OF TRANSACTION $ 35, (Intl COST/REVENUE BUDGETED' (CIRCLE ONE) YES NO
Parking & Transit Fund c � s 'f34 / p 33 J
FUNDING SOURCE ACTIVITY NUMBER _ //�� a r� I1 "
FINANCIAL. INFORMATION: (EXPLAIN) VG - /AO-- 34/ /PQ.. 06-419 1 I
i ,
q ` /t 3
Proposed
Downtown Saint aul Shopper Parking Validation Program
How it Works.
Administration The City will prov se funding for operation and promotion for a 1994 program
and PED will manage the budget a d approve expenditures after consulting with relevant and
effected individuals and downto I stakeholders.
PED will provide staff support for e program. The Bank of Saint Paul, located at Fifth and
Wabasha, has agreed to be respon ble for selling stamps to retailers, disbursing payments to
parking ramp operators, and billin_! Dayton's (retail).
The Retailers Retailers a as retail stores and restaurants, and will not, at this time,
include professional services, cultu 1 venues or events. Retailers may purchase validation
stamps at the Bank of Saint Paul a a cost of $1.05 each. These stamps are then issued to retail
customers making a qualifying pure' ase ($20 minimum same -day purchase), adhered to the
customer parking ticket, and are v. I . d for up to three hours of free parking at any participating
parking ramp anytime. Exception: Dayton's will not purchase stamps, but will have their own
unique validation stamp (sticker / ). Monthly, Dayton's will be billed by the Bank of Saint
Paul for their validated parking tic ets redeemed at other participating ramps.
The Parking Ramps Participating amps will accept validated parking tickets from retail
customers with qualifying purchas ($20 minimum same -day purchase) as customer exits the
ramp. Parking ramp will provide • stomer up to three hours of free parking. For customers
parking longer than 3 hours, the v. I 'dated parking will be applied to the cost of the last three
hours. A flat rate for validated pa king tickets ($1.00) will be reimbursed to ramp operator.
Ramp operators will submit valida - d parking tickets with an invoice to the Bank of Saint Paul
monthly for payment. Exception: Dayton's ramp will only submit validated parking tickets from
retailers other than Dayton's store for payment.
The $.05 difference between the pu hase price of the stamps and the redemption value will be kept
in the program account to fund fu e printing and postage charges.
q-i(
Promotion
Signage Signs will be placed at all • articipating retailers and at all participating ramps.
After consulting with relevant and ffected individuals and stakeholders, the PED Director or
his designee, shall review and make • ecisions regarding all proposed promotion and advertising
activities.
Budget $
Print validation stamps 3,000
Introduction distribution 5,000
10 free stamps to all retailers
Kick off promotion /Advertising 13,000
Intern (50% for 6 months) 4,000
Signs /Displays (ramps and retailer 5,000
Miscellaneous /Contingency 5,000
Total Budget 35,000
ORIGINAL # File q‘,./-44_3
Green Sheet
RESOLUTION
Y 0 S INT PAUL, MINNESOTA
Presente • By ��--
Committee: Date
Referred To 111111111.
/ WHEREAS, the purpose of a dow town sh l ipper parking program is to • ercome visitor parking expense
as a barrier to patronage of downto retai businesses and restauran and
3 WHEREAS, the benefits of a parking p • g �i, m include increased opper visits and retail sales and
4 overall revitalization of downtown's retai vironment; and
WHEREAS, a pilot validated downtown sh • • -r parking p •gram was initiated in 1993, with the
6. participation of the Dayton's parking ramp, I the World T r. de Center ramp, the Port Authority's Town
Square ramp, and the HRA's Seventh Str = mu 'cipal . mp; and
8' WHEREAS, Dayton's, the World Trade C. nter an • own Square, and other participating retailers report
9 increased sales; and
/6 WHEREAS, participants support an expan •, o of the v. • ated shopper parking program including an
1/ increase of parking facilities from 4 to a imum of ten, d with the revision that retailers would pay
/2_ $1.05 and parking operators would receiv $1.00 per valida !: • ticket, with the difference between the
purchase price of the stamps an the red; ! tion value to be he • in the program account to fund future
/4 printing and postage charges; and
I< WHEREAS, with the expanded p •gram downtown wide, addition., parking facility participants will
/o include at least six new ramps i • luding G 'ck, Victory, Lowry, dmark and Lowertown ramp; and
79 WHEREAS, participants in the newly exp. ded program will include th Pioneer Press, Bank of Saint
/g Paul, and representatives from the cultu community, Building Owners • d Managers, Chamber and
/9 Downtown Community Development Cou l cil; and
o WHEREAS, an advisory committee comp i sed of downtown stakeholder repre' - ntatives (to be organized
/ by the PED Director) will be an integral •: of this expanded program to provi , e oversight and
z accountability; and
?) WHEREAS, in addition to City support fa! the program of $35,000, parking ramps would be
'j1( contributing an estimated $250,000 in rat.: discounts, and retail/restaurant businesses investing an
rA estimated $105,000 in the purchase of val • ation stamps, assuming 100,000 parking validations per year;
and
ORIGINAL q 41 (
, WHEREAS, the Mayor recommends th following changes to the 1994 budget:
CURRENT AMENDED
1 6 FINANCING
PLAN BUDGET CHANGES BUDGET
y Fund 130 Parking and Transit Fund
GL- 130 -00000 -9830 Use of Fund Balan 0 $35,000 $35,000
'l SPENDING PLAN
<_ Fund 130 Parking and Transit Fund
36100 General Parking and Transit 4,000
,��� GL- 130 - 36100 -0133 Capital City Inte , 0 $ 4,000
2 t GL- 130 - 36100 -0549 Shopper Parking P ogram I 31,000 31,000
2
'�( NET CHANGE $35, • I •
'',.7 THEREFORE BE IT RESOLVED, that the city of Saint Pa w' • rovide funding in the total amount not
� g to exceed $35,000 for the 19941111 progra , and that the Depa , ent of Planning and Econonii
y' Development will manage this budget an ∎ approve expendit , es b. ed upon recommendation by an advisory
4-0 committee organized by the PED Direct r; and
4) BE IT FURTHER RESOLVED, that th City Co ■ il approves these c' , nges to the 1994 budget.
1
I
1
1 .` 0`- . . :
Yeas Nays Absent Requested by Department of:
Blakey
Grimm
Guerin Play a & Econom' 'eve -Am =nt
Harris /
Meq and ,� / ��
Rettman By: �!`ii�i ` •i -j
Thune V '
Adopted by Council: Date Form Approved by City Attorney
Adoption Certified by Council Se. etary _ ,
By:
Approved '•y Mayor for S4 mission s on to
Approved by Mayor: Date Counc,,` 4� 7
pp s � < �°
By: B o f ��
By: �
4i-ti q-3
Proposed
Downtown Saint P ul Shopper Parking Validation Program
How it Works.
Administration The Ci ty will provi • funding for operation and promotion for a 1994 program
and PED will manage the budget an I approve expenditures based upon recommendation by an
advisory committee comprised of do town stakeholder representatives to be organized by the
PED Director. Eleven advisory co 'ttee members are proposed:
1 Representative from onvention and Visitors Bureau
1 Representative from I, ayton's
2 Ordway Business Dis ict Representatives (1 cultural, 1 retail)
2 Private parking oper. ors
1 BOMA nominee (ret il property)
1 DCDC nominee (ret 1)
1 Chamber nominee (e ployer)
1 Media representative
1 PED Representative
PED will provide staff support for t - program. The Bank of Saint Paul, located at Fifth and
Wabasha, has agreed to be responsOe for selling stamps to retailers, disbursing payments to
parking ramp operators, and billing 0 ayton's (retail).
The Retailers Retailers are defined as retail stores and restaurants, and will not, at this time,
include professional services, cultur. venues or events. Retailers may purchase validation
stamps at the Bank of Saint Paul at 1 cost of $1.05 each. These stamps are then issued to retail
customers making a qualifying purc : se ($20 minimum same - day purchase), adhered to the
customer parking ticket, and are v. I s for up to three hours of free parking at any participating
parking ramp anytime. Exception: ' ayton's will not purchase stamps, but will have their own
unique validation stamp (sticker /ink . Monthly, Dayton's will be billed by the Bank of Saint
Paul for their validated parking tick s redeemed at other participating ramps.
The Parking Ramps Participating r. mps will accept validated parking tickets from retail
customers with qualifying purchase 20 minimum same -day purchase) as customer exits the
ramp. Parking ramp will provide cu up to three hours of free parking. For customers
parking longer than 3 hours, the v. ' • ated parking will be applied to the cost of the last three
hours. A flat rate for validated par g tickets ($1.00) will be reimbursed to ramp operator.
Ramp operators will submit validate • parking tickets with an invoice to the Bank of Saint Paul
monthly for payment. Exception: Dayton's ramp will only submit validated parking tickets from
retailers other than Dayton's store f payment.
The $.05 difference between the purc , e price of the stamps and the redemption value will be kept
in the program account to fund futur- printing and postage charges.
qq—f(33
Promotion
Signage Signs will be placed at all participating retailers and at all participating ramps.
The advisory committee will be responsible for review and approval of funding for all proposed
promotion and advertising activities.
Budget $
Print validation stamps 3,000
Introduction distribution 5,000
10 free stamps to all retailers
Kick off promotion /Advertising 13,000
Intern (50% for 6 months) 4,000
Signs /Displays (ramps and retailers) 5,000
Miscellaneous /Contingency 5,000
Total Budget 35,000
6/27/94
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C '3(3
3 for FREE Parki '' program tracking data -- Through June 30th 1994
3 for FREE Parking Program
Monday August 9, 1994
Voucher used -- Program total -- Through June 30, 1. Retail Group Vouchers
Dayton's 199,408
WTC 12,512
Town Sq. 6,942
Other 3,218
Total 222,080
Voucher collected -- Program total -- Through June I I, 1994 Ramps — Vouchers
Dayton's 193,851
Town Sq. 12,312
WTC 11,990
7th Street 3,927
Total 222,080
A twenty dollar purchased is required to re•eve a 3 for FREE parking voucher. However, the
average purchase for the program currentl is $57.03. This total was achieved by averaging
the last year's receipts that were used to claim a voucher. Multiplying the number of vouchers •
by the average dollar amount, the total nu l •er of dollars put into the downtown economy is:
$ 12,665,222.00
This is the botton line...
All vouchers are color coded and dated to .cilitate all of this analysis. The Downtown
Division of the Convention and Visitors Bur: au collects the vouchers, and then inputs
the information into a main database which ecords and breaks down the results for easy
understanding on how the program is runni g.
Page 1
,f(1
3 for FREE Parking Drograrn tracking data -- Through June 30th 1994
March Parking Totals Dayton's WTC Town Sq Other Total
•
Dayton's Ramp 16,203 292 153 24 16,672
World Trade Ramp 441 618 18 1 1,078
Town Square Ramp 396 91 396 9 1,054
7th Place Ramp 67 145 7 0 219
Total 17,107 1 1,146 574 34 19,023
1
1
I4larch Voucher Use -
_ - r
18,000
a r
16, 000 _' _
14,000 - _
— •
12,000 � �
d w d Y I 4 , '.fin Avt.i
s O Other
10,000 x , ' r-
�'� �� a� il ❑TownSq
8,000` 3,
L ® Dayton's
— -- z
6,000 ' �� - -- -
- 4
1 2 ,
1 { : I
0
1 2 3 4
Each color represents a different retail group
I ,
I i - •
r
Page 2
g4 .11`3
3 for FREE Parkin. program tracking data -- Through June 30th 1994
ill
1
April Parking Totals Dayton's C Town Sq Other Total
Dayton's Ramp 14,003 302 127 74 14,506
World Trade Ramp 362 432 16 336 1,146
Town Square Ramp
65 190 10
426 85 469 10 990
7th Place Ramp 1 266
Total 14,856 1,009 622 421 16,901
A ril Voucher Use '
1
1
1
1 St
16,000 ,, , „. ., ay
irk ` , ��
ms x zy �.b�: s ` a
3 �
1
--1 14,000 -, 3 `'
1 �., .y- 9� -t �. -�
12,000 r � � �' agb "�` tc
1
1 3
u'
��
10,000 s �' i :� •Other 1
o
o
w 8,000 — " � l i P r i� k . •Town Sq
0 i� g ®Dayton's
z a �'
6,000 -
` .
age �,
4,000 it ��
2,006 a T � ✓�F v a a1 I
--
w
,
t
2
1
•
4
3
-
- Each color represen 1 . a different retail group
i
Page 3
q
t 13
•
3 for FREE Parking p .gram tracking data -- Through June 30th 1994
May Parking Totals Dayton's WT Town Sq Other Total
Dayton's Ramp 14,737 31 138 83 15,273
World Trade Ram 380 417 16 340 1,153
Sqm p
438 88 445 11 982
7th Town Place uare Ramp Ra 80 216 11 3 310
Total 15,635 036 610 437 17,
1
1 May V ucher Use
1
..,,,,,,...„,...
::::::.,,...„.
..... ,,,,....: ::. .
,...,.,....,„,::„„.„„
1
1 h alit a �+ � <-'
: ::::::,‘,::::.,,,::::. 16,000 � l ... 15.-20,7;:,..goiltt : :::::::i!:::,::::tox,.,,,.:„,,,,,„„et,Ittpiiit ,...,,,.:-.,......,..„,"", II
a r� 3 .rr ' *�7 r .:4 r
0 I 00 443 - l
3 , a5 - '
,,,,,,,,/
14, 000 ` ,L
12,000—
in.
10,000 ¢g, � a' � —
"t'� > �, : 3 :,,,,,*:47.F.,1-.01-1; D To W n .S. 4 -
8 ,000 rF
o :; 4 x 7� f h '� . - ■WTC L
E
41 . �i 1 D Dayton's
Z 6,000 ' z
Fe
� 4,000-- � ��� ��� � Y
o-
2,000— ��� ° � �� � ' ✓ ��' ,
-- , '
. 1. �.
1 2 3 4
•
Each color represen a I . ifferent retail group
. - - - - --
7
Page 4
Icg3
9
3 for FREE Parki g progra track data -- Through June 30th 1994
June Parking Totals Dayton's C Yow Sq O Total
•
Dayton's Ramp 14,75 189 89 20 15,023
World Trade Ramp 1,008 212 30 101 1,342
Town Square Ramp 671 32 279 4 986
7th Place Ramp 113 194 14 6 270
Total 16,545 627 318 131 17 , 621
- -- — - - -
1
— June Voucher Use
16,000
k R
•
.
14,000 ` g
u
■
12,000 o-
�
N 10,000
s r> .. � ' 3 b ❑ Yown $G 1 t
o $ � ; Dayton's
w 8,000 +.; .K 3 l' �
o �, .
E
6,000 s
r
4,000
2,000 P-:,-.'-n .
°iL
1
„gi:,..„,:i.,::,i2:„.,.. 1 2 3 4
Each color represents a different retail group
` •
Pa
1 ge 5
qi,(,(0
1
3 for FREE Parking •rogram tracking data -- Through June 30th 1994
411
1
- - 1
Average Mon thly comparison between Centers
18000 -/ Total _
16000- Dayton's
14000-
/
12000- Other
Number of 10000- orld Trade
Vouchures 8000-
6000 - t ' I
Town Square
40001 k 1
2000-
0
1 2 3 4 5
Comparis. between Center Vouchures Used
VOUCHERS BY RETAIL CENTER _ 7 i • I •
'Dayton's VVTC Sq 1 Other Totals 1
DAYTON'S RAMP
WTC RAMP
TOWN Sq RAMP
7th STREET RAMD i
- — — �- — — --
rt - -1
Retail Total -July _ _
5
Retail Total -June I 16,545 627 318 131 j 17,6211
Retail Total -May_ L 15,635 1,215 610 223 17,7181 —_
Retail Total -Apr 14,856 1,0091 622 421 16,9011
Retail Total -Mar 17,107 1,146 574 34 19,023
(—
Retail Total -Feb 14,164 1,149 592 54 15,959
Retail Total -Jan 1 13,869 1,166 653; 45 15,733, _
Retail Total -Dec _ 34,565 2,716 1 1,280: 1,861 40,422: -
Retail Total -Nov 18,214 1,100 7411 70� 20,125;
Retail Total -Oct _ 19,0811 1,037 621E 58 20,797 _
Retail Total -Sept T 14,9331 973 1 4981 47 16,4511
Retail Total -Aug 6 084 753 433 60{ 21,330
:
Program Total 222,0801
L ,, , _ _ .
III
_,_
Page 6
3 for FREE Parkng program tracking data -- Through June 30th 1994
q44(g3
1 ,
ill
1
1.5 hours3 3.0 hours4 1.5 hours5 3.0 hours6
Dayton's 52,152 7 0,576 $ 62,195 $ 626,008
WTC 4,565 6,692 39,126 57,270 --
Town Sq 1,752 1 3 145 16,436 30,267
Other Retail 104 ! 157 5,655 10,377
3 1.5 hours has been assumed as a no 'mal shopper's parking average.
4 3.0 hours is the maximum amount of FREE parking.
5 Total estimated cost for program - -ba ,ed on 1.5 hours use.
6 Total estimated cost for program - -ba: ed on 3 hours use.
Estimated Costs to Ramps- -fetal for Progrzm
1.5 Hours 3 Hours
Dayton's $ 447,147 $ 593,196
WTC 41,745 (8,443
Town Square 28,062 f. 6,124
&th Street 6,948 13,896
ill
--1
__
T_
, 1
1 -7- i 4
, 1
4_ _._
__
1
1 , [.
_E
._ _, 1
— I— — - --
I
{ -- - -----------------
I —
F I - - III
.,
Page 7
for FREE Parting program tracking data -- Through June 30th 1994
i
i
Projected use - -Phase II -- Septembe r
`94 - March'�5 Numbers 944( O .
Dayton's 462,528
WTC 30,492
Town Sq. 16,51
C. Hill PI./ 7,525
Total 517,063 —
Projected collection - -Phase II-- September '94 - M arch '95 Ramps Numbers
Dayton's 453,864
Town Sq. 28,457
WTC 24,929
7th Street 9,836
Victory 1,505
Garrick 1,505
Lowry 1,505
Landmark 1,505
Lwrtwn 1,505
Total 517,063
Assumptions:
▪ Use increase with strategic marketing f. 0%
• Extended marketing funds available
Page 8
94_03
1
Marketing Committee Recomme dation
Committee: Kathryn TerHorst, C of St Paul P.E.D.
Kay Pollard, Brookfi: d World Trade Center _
Lisa Christianson, To • Square
Lois Sinn Lindquist, 1 owntown Division, St. Paul
Convention . • • Visitors Bureau
Carol Hudler, Pion - Press
8/11/94
DOWNTOWN SAINT PAUL P • • 11 G VALIDATION PROGRAM -
I. PURPOSE AND GOALS
This is a City funded and operated , rogram offering downtown shoppers three hours of free
parking with a reciept from partici • :1 • g retailers. Its purpose is to increase downtown shopping
traffic by expanding the scope of " ark Three for Free" program that currently is offered at
Jr Daytons, the World Trade Center, I own Square, and 7th Street Municiple center. The new
program will in participa g ramps, including Daytons, who will continue to issue and
— donor their own validation tickets, . • d to also honor validation stickers earned at other
participating retailers as the other r. • • p owners do.
To work to all parties' benefit, the - e parking program must have maximum exposure so that it
becomes a benefit that is engrained in the mind of potential customers as they choose their
shopping destination. This requir an integrated effort of the city, the ramps, and the retailers
in addition to a well - integrated and • • ply- financed publicity campaign.
*Average 20,189 validatio • per month based on 1 lmonth history
*Highest month for validati s: December at 40,422 validations
*Average purchase shown • validated shopper: $57.03 •
(Note: this is xxx hi: • er than the average purchase downtown)
*Estimated average monthly registered directly via program:
$1,151,384 per mon
*Promotional costs: $60,001, not including supplementary media costs
incurred by Daytons, ` orld Trade Center, and Town Square
Goals for New Program.
*Better position downtown Paul for destination shopping & entertainment business
*Increase shopping and . • t traffic
*Increase validations over c • ent program by 5%
*Total Annual validations a •. - ted: 336,261
*Expected purchase shown p r validated shopper: $57
*Total annual purchases regi ered directly via program: $19,166,860
•
VO /1V/04 tV ui � 1'tt - LI VJ
9 /14(13
II. le
MARKETJNG PLAN:
A. Marketing to participating ret ' ers
In order to ensure wide participatio• from the downtown retailers, the program
must offer appropriate value to the •: • er:
1. Retailer promotional support •
*Pioneer Press 15% discoun for ads with "Park Free for Three" logo
in advertising
*Include business names in if : j or promotion ads for "Park Free for Three"
*Free introductory tickets-11 per retailer
*Business listed in Brochure • r Map
*Park Three for Free point o purchase signs
. 2. Additional values for retaile
*Free introductory tickets -11 per retailer
*Actionable marketing info specific reports on usage
*Training materials for empl .yees
B. Marketing to the public
Strategies:
*Direct our messages primarily at t - shoppers who live in the zips that use
us most frequently and that represen the largest amount spent.
These groups are primarily the high: income suburbs east of St Paul, Summit Avenue area, and
areas south of downtown. (see map attached)
*Package the parking message into overall umbrella theme that highlights lots of reasons
why downtown St. Paul should be th . destination.
Recognize that free parking alone do s not drive crowds. Use major shopping and entertainment
events to anchor the free parking b - i fit to. Change approach to fit the season's events.
*Provide consistent, customer frien i l y communication about the parking 'perk ".
Well- placed signs in ramps and in st• res. Trained employees to remind people to validate at the
time of purchase. Sustained partici. tion by most businesses downtown. Use of graphic
identity currently in place, leveraged o a higher level of awareness.
Tactics:
1. Graphics: Retain "Park Free for II • ee" logo in signage and promotional materials
2. Copy points
* "There's no reason not to..."
' * all day /all night
* $20 qualifying same day r. - ipt
* receive voucher where yo shop /dine
3
3. Media:
*newspaper ads
- -small announcemen reminder formats, run with frequency
- - newspaper "wrap" p 11 -out promotion section for kickoff of season & program
*target homes in top zips wi specially designed sales piece with maps and parking
information via direct ail or newspaper inserts
4. Promotions and Tie -ins:
*Leverage benefit in World T ade Center promotions and other merchants ads
*Weave downtown special ev-nts into overall promotion:
- - Thursday evening s • pping promotion for fall
-- October Fest
- - Christmas calendar •I activities
- -other major sales evil is downtown (Daytons ?)
4. Signage/Promotional Materials
*Point of Purchase Displays--
*Employee Buttons-- -
*Additional Ramp signage -- r also needed
*Signage at all parking facili ` pedestrian exit/entrance points
(street & skyway level.) •
*Brochure/Map for target are. and downtown POS
Timeline:
August 22: Soft Open
Teams formed;kick off to me hants, training employees, etc —
September 8: Grand Kick 1 ff
announcement to all media, fi st ads placed
October: Targeted Piece to Itop- potential zip codes
Budget:
To increase public awareness to a lar, e degree and to implement the above tactics, media and
promotion dollars would need to be o er $100,000 (see attached plan). The orginal $35,000
allocated to the program would need • be supplemented.
II. IMPLEMENTATION /OPE • ING PLAN
A. Budget Control P.E.D /advisory group
Single contact within the city to appri ve and allocate related expenses
B. Launch to retailer /restaurants City, with Downtown division
of St. Paul C.V.B.
C. Parking Partner communication City, with Downtown division •
(Ramps, retailers, restaurants) of St. Paul C.V.B.
. -4
440
3. Tracking & Trafficing City (expect 7 hrs/wk ave)
-- counting & so
—spreadsheet en & analysis
- -report generatio I by day, month, ramp, retail group, purchase
E. Marketing execution to Publi
City should appoint or retain mar . - ' ' professional to execute launch and continued
public awareness campaign. Sug:ested choices: (1) Lois Sinn Lindquist, Downtown Division of
St. Paul Convention and Visitors ureau (2) Lisa Christianson, The Retail Marketing Group, (3)
Greg Ness, G.L. Ness Agency. ' ' person could call on the aid of this marketing committee,
the Pioneer Press for creative ani •r research , and would be responsible for the creative
execution and the expenditure of ' e media / promotion budget allocated to the program.
•
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1
- < <g3
3 for FREE Parking program tracking data -- Through June 30th 1994
i --
March Parking Totals Dayton's WTC Town Sq_ Other _ Total
Dayton's Ramp 16,203 292 153 24 16,672
World Trade Ramp 18
441 618
1 1,078
Town Square Ramp 396 { 91 396 9 1,054
7th Place Ramp 67 1 145 7 0 219
Total 17,107 ,146 574 34 19,023
, -
March Voucher Use
t n�
18000 y � a x4
— ..mow te,
16 000
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xt
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Page 2
i
q('
3 for FREE Park g program tracking data — Through June
April Parking Totals Dayton jWTC Town Sq Other 30th Total 1994
Dayton's Ramp 14,003', 302 127 74 14,506
World Trade Ramp 362 432 16 336 1,146
Town Square Ramp 426 � I 85 469 10 990
7th Place Ramp 65 190 10 1 266
Total 14,856 1,009 622 421 16,901
pril Voucher Use '
1
1
1
1 f ,.,,g 1
1
u,. � �'�
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1
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Z 6,000 '
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--: Each color represen a different retail group
C
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- T —�- --
1 Page 3
3 for FREE Parking rogram tracking data -- Through June 30th 1994
qi_il 1 53
May Parking Totals Dayton's WTI Town Sq Other Total
Dayton's Ramp 14,737 315 138 83 15,273
World Trade Ramp 380 417 16 340 1,153
Town Square Ramp 438 88 445 11 982
7th Place Ramp 80 216 11 3 310
Total 15,635 1,036 610 437 17,718
May ucher Use H
�al` I yam
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—
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Page 4
i r
3 for FREE Parking p .gram tracking data -- Through June 30th 1994
June Parking Totals Dayton's WTC I, Yown Sq Other Total
Dayton's Ramp 14,753 89 89 20 15,023
World Trade Ramp 1,008 X12 30 101 1,342
Town Square Ramp 671 ' , 32 279 4 986
7th Place Ramp 113 1 94 14 6 270
Total 16,545 i .27 318 131 17,621
Ju a Voucher Use
--I 41;-.tfi :i: T -- '.- ---- ..." ,,, ,i1 14 4144f. 411 fl 4;:::!::4A1741..1: „ fitil-kr%17:;:: , 1,1 .;:,‘,, ,,4 -i! ,. "'-111 : 0PEVOlf:,
16,000 - s
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12 ,000—fin - � . � �� � �
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w 8 000 0 v � t ® Dayton's
ri ,-
a ;�€ ��
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o
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flit :' ''!'1, Allripi.---'-1.'*--„. illnitiltall,01101564,
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1 2 3 4 Each color represents a • ifferent retail group
_-
----- _-
Page 5
{ /[
3 for FREE Parking program tracking data -- Through June 30th 1994 61
Average Mon thly Comparison between Centers
18000 — i Total
16000- Dayton's
14000- ,,/
12000- / Other
Number of 1000 -
World Trade
Vouchures 8000
6000
Town Square
4000- ?�
2000-
0
1 2 3 4 5
Compa son between Center Vouchures Used
VOUCHERS BY RETAIL CENTE
Dayton's WTC T Sq Other Totals
DAYTON'S RAMP
WTC RAMP _ 1 I
TOWN Sq RAMP
7th STREET RAMP
I
Retail Total -July rt -- —
Retail Total -June 16,545 62 318 131 17,621
Retail Total -May 15,635 1,21" 610 223 17,718
Retail Total -Apr 14,856 1,00' 622 421 16,901
Retail Total -Mar _ 17,107 1,14: 574 34 19,023 j
Retail Total -Feb 14,164 1,14• 592 54 15,959
Retail Total -Jan 13,869 1,16: 653 45 15,
Retail Total -Dec 1 34,565 2,71: 1,280 1,861 40,422
Retail Total -Nov _ 1 18,214 1,101, 741 70 20,125
Retail Total -Oct j 19,081 1,03 621 58 20,797
47 16,451
g C 084 75 4 33
p
Retail Total-Sept 14 933 97 498
Retail Total -Au � 60 21,330
i
Program Total 222,080
Page 6
1 rr
9 4 q(` - ! ` (3'5 3 for FREE Parking program tracking data -- Through June 30th 1994
1
j
I
1.5 hours3 3.0 hou 1.5 hours5 3.0 hours6
Dayton's 52,152 '0,576 $ 62,195 $ 626,008
WTC 4,565 6,692 39,126
Town Sq 1,752 ' 57,270
3,145 16,436 30,267
Other Retail 104 157 5,655
■
10,377
j
3 1.5 hours has been assumed as a normal shopper's parking average.
4 3.0 hours is the maximum amount of FREE parking.
5 Total estimated cost for program- -baEed on 1.5 hours use.
6 Total estimated cost for program -- barged on 3 hours use.
Estimated Costs to Ramps--Total for Program —
1.5 Hours 3 Hou Ls -
Dayton's $ 447,147 $ 596,196
WTC 41,745 56,443
Town Square 28,062 55,124
&th Street 6,948 1� 896
— — --
4
—
I
Page 7
3 for FREE Park g program tracking data—Through June 30th 1994 ct 4 , i t
0
Projected use —Phase II-- September '94 - March '9
Numbers
Dayton's MEM
WTC 30,492
Town Sq.
ii
C. Hill PI./ 7,525
IIIIIIIIIIIIIIIIIIIIIIIII
Total 517,063
Projected collection - Phase II September `94 - Mar
Ramps Numbers
I
I Dayton's 453,864
Town Sq. 28,457
wTC 24,929
umminnimimin 7th Street 9,836
Victory 1,505
Garrick 1,505
11111111111111111111111LowrY 1,505
Landmark 1,505
IIIIIIIIIIIIIIIIIIIIN Lwrtwn 1,505
Total 517,063
Assumptions: 1111_
• Use increase with strategic marketing 50°
• Extended marketing funds available 11111111111111111111111 =.
El
IIIIIII
1111i
Page 8
Marketing Committee Reco 1. i , endation
Committee: Kathryn TerHorst, 11 - ty of St Paul P.E.D.
Kay Pollard, Broo Ai eld World Trade Center
Lisa Christianson, T I wn Square
Lois Sinn Lindquist, Downtown Division, St Paul
Conventio • and Visitors Bureau
Carol Hudler, Pion: Press
8/11/94 M
DOWNTOWN SAINT PAUL P . ' 11 G VALIDATION PROGRA
I. PURPOSE AND GOALS
This is a City funded and operated .rogram offe
parking with a reciept from partici . ating retailers. � downtown shoppers three hours of free
ilers. Its purpose is to
traffic by expanding the scope of ' ' ark Three for Free" program that currently shopping 1
P 8� r Daytons, the World Trade Center, own S ntly is offered at
�
(1 program will include.l� q�, and 7th Street Municiple center. The new
participati g ramps, including Daytons, who will continue to issue and
onor their own validation tickets, . • d to also honor validation stickers earned at other
• participating retailers as the other r. •Ip owners do.
To work to all parties' benefit, the I. - e parking pm
becomes a benefit that is en �� must have maximum exposure so that it
s benefit that
s engrained • the mind of potential customers as they choose their
shopping
in addition to a well-integrated and : an integrated effort of the city, the ramps, and the retailers
P Y financed publicity campaign.
*Average 20,189 validations • - month based on 11month history
* Highest month for validatio : December at 40,422 validations
*Average purchase shown . - validated shopper $57.03
* (Note: this is xxx hi: er than the average purchase downtown
Estimated average monthly : urchases registered directly via )
$1,151,384 per month Y° '
*Promotional costs: $60,000, jnot including supplementary media costs
incurred by Daytons, ' orld Trade Center, and Town Square
_Goals for New Prog
*Better position downtown S Paul for destination shopping shopping and - _ • t traffic PPS &entertainment business
*Increase validations over c I. -nt program by 5%
*Total Annual validations - - .. 336,261
*Expected purchase shown pe Ivalidated shopper: $57
*Total annual purchases regist , ed directly via program: $19,166,860
00/1U/Vg L... mm
Vila - Gill J
q4 (3
2
11. MARKETING PLAN:
A. Marketing to participating ret , ' ers
In order to ensure wide participatio i from the downtown retailers, the program
must offer appropriate value to the • er.
1. Retailer promotional support
*Pioneer Press 15% disco I for ads with "Park Free for Three" logo
in advertising
*Include business names in . , : jor promotion ads for "Park Free for Three"
*Free introductory tickets -1 !, per retailer
*Business listed in Brochure •r Map
*Park Three for Free point o i purchase signs
. 2. Additional values for retaile -
*Free introductory tickets -11 per retailer
*Actionable marketing info— pecific reports on usage
*Training materials for empl • ;1 ees
B. Marketing to the public
Strategies:
*Direct our messages primarily at the shoppers who live in the zips that use
us most frequently and that represent he largest amount spent.
These groups are primarily the higher', ' come suburbs east of St. Paul Summit Avenue area, and
areas south of downtown.
( see m aps ; ►: ched)
*Package the parking message into ', overall umbrella theme that highlights lots ofreasons
why downtown St. Paul should be the estination.
Recognize that free parking alone doe not drive crowds. Use major shopping and entertainment
events to anchor the free parking bene ; t to. Change approach to fit the season's events.
*Provide consistent, customer friendly jcommunication about the parking
Well-placed signs P g 'perk':
P gns in ramp s and in sto . . Trained employees to remind people to validate at the
time of purchase. Sustained partici.. ' • n by most businesses downtown. Use of graphic
identity currently in place, leveraged to a higher level of awareness.
Tactics:
1. Graphics: Retain "Park Free for . - " logo in signage and promotional materials
2. Copy points
"There's no reason not to..."
* all day /all night
* $20 qualifying same day - - pt
* receive voucher where you 1 e p /dine
1 +1
3
3. Media:
*newspaper ads
- -small announcement/re inder formats, run with frequency
- - newspaper "wrap" pull - ut promotion section for kickoff of season & program
*target homes in top zips with sp cially designed sales piece with maps and parking
information via direct m. or newspaper inserts
4. Promotions and Tie -ins:
*Leverage benefit in World Trad: Center promotions and other merchants ads
*Weave downtown special events into overall promotion:
-- Thursday evening shopp I g promotion for fall
-- October Fest
- - Christmas calendar of ac vities
- -other major sales events owntown (Dayton ?)
4. Signage/Promotional Materials
*Point of Purchase Displays- -
*Employee Buttons-- -
*Additional Ramp signage -- repla• also needed
* Signage at all parking facility ped - strian exit/entrance points
(street & skyway levels)
*Brochure/Map for target areas an. downtown POS
Timeline:
August 22: Soft Open
Teams formed;kick off to merchant , training employees, etc —
September 8: Grand Kick Off
announcement to all media, first ad'jpladed
October: Targeted Piece to top - I ' tential zip codes
Budget:
To increase public awareness to a large deg -e and to implement the above tactics, media and
promotion dollars would need to be over $110,000 (see attached plan). The orginal $35,000
allocated to the program would need to be s pplemented.
II. IMPLEMENTATION /OPERATING I' LAN
A. Budget Control P.E.D /advisory group
Single contact within the city' to approve and lallocate related expenses
B. Launch to retailer /restaurants
ity, with Downtown division
C. Parking Partner communications ity, with Downtown diivisi
(Ramps, retailers, restaurants) on
) of St. Paul C.V.B.
4
3. Tracking & Trafficing City (expect 7 hrs/wk ave)
-- counting & so
- -spreadsheet entry analysis
- -report generation y day, month, ramp, retail group, purchase
E. Marketing execution to Public
City should appoint or retain mar ; ; • _ professional to execute launch and continued
public awareness campaign. Sugg ;. - • choices: (1) Lois Sinn Lin
St. Paul Convention and Visitors B � � - ; (2) Lisa ��' Downtown Division of
Greg Ness, G.L. Ness Agency. � The Retail Marketing Group, (3)
Ag cy • person could call on the aid of this marketing committee
the Pioneer Press for creative and/• research , and would be responsible for the creative
execution and the expenditure of the media / promotion budget allocated to the program..
•
,
To: Carol u su : - - -
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