fy2020 workplan & budget · and placemaking, elevated experiences, and relationship-building...
TRANSCRIPT
FY2020 WORKPLAN & BUDGET
About the BIDFounded in 2011, the Ballston BID is a 501(c)(6) organization that is governed by a 23-member Board of Directors who are elected or County-appointed to represent commercial property owners; tenants; cultural and recreational interests; educational, community and science/technology interests.
119 PROPERTIES*118 ACRES7.4M SF OFFICE SPACE1.1M SF RETAIL SPACE31,000 EMPLOYEES13,000 RESIDENTS4,800 APARTMENTS**2,700 APARTMENTS ON THE WAY*Data for properties, acreage, office & retail space, employees, and residents provided by Arlington County and Arlington Economic Development**Data for number of existing and incoming apartments determined by development plans provided by Arlington County Department of Community Planning Housing and Developmentand Arlington County Department of Management and Finance
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Committees of the BoardMarketing Committee
The purpose of the Marketing Committee is to steward the BID brand and image; and ensure that our marketing and communications programs are consistent with our strategic plan with clearly defined objectives to enhance the reputation and recognition of Ballston.
Placemaking Committee
The Placemaking Committee determines placemaking projects and priorities that support the BID’s strategic plan objectives using arts, design, culture, beautification and creativity to build character and quality of place in Ballston.
Community Engagement Committee
This committee will guide the revision of existing and the development of new, engaging, and sustainable event programs that leverage Ballston’s key assets (technology, education and sports) via BallstonGives and the BallstonConnect Club. The committee will seek and encourage non-board member, Ballston stakeholders to participate in this work.
Finance & Governance Committee
This committee is established to support the BID’s Board of Directors in fulfilling its responsibility to oversee the BID’s financial and governance strategy and performance.
BOARD OF DIRECTORS
PRESIDENTMartin SchniderFred Schnider Company
VICE PRESIDENTBob WibergPiedmont Office Realty Trust
VICE PRESIDENTJohn MooreQIC Global Real Estate
TREASURERDustin YoungNRECA
SECRETARYKaren JenningsNewmark Grubb Knight Frank
BOARD MEMBERSBethany Allen, Monument RealtyCaleb Brenneman, Jamestown, L.P.Ed Brogan, Westin Arlington GatewayShannon Flanagan-Watson, Arlington CountyGreg Geisler, Washington REITClark Maier, NRECANatalie Monkou, Arlington Economic DevelopmentBill Otis, Colliers International Mustafa Saifee, Gold’s GymCathryn Scheipers, Washington Capitol Partners, LLCJohn Shooshan, The Shooshan Company, LLCLarry Smith, Arlington Green HomesBrett Snyder, KnucklepuckNick Stone, Virginia Tech Research Center – ArlingtonAllyson Ugarte, Ballston-VA Square Civic AssociationMarianne Ward-Peradoza, Marymount University
STAFF Tina LeoneChief Executive [email protected](703) 664-1192
Catherine RoperChief Marketing [email protected](703) 664-1193
Samantha BakerDirector of [email protected](703) 664-1196
Savannah MillerCommunications [email protected](703) 664-1195
Tyler RoperEvents [email protected] (703) 664-1197
BALLSTON BID | 4600 N. FAIRFAX DRIVE, SUI TE 100
ARLINGTON, VA 22203 | 703-664-1194
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VisionOur vision for Ballston is to create a world-class urban neighborhood that fosters a strong sense of community.
MissionTo create a Ballston that people love through vibrant and dynamic branding and placemaking, elevated experiences, and relationship-building programs.
GoalsTo expand our community and continue programs that highlight Ballston’s technology, education and sports that will create a deeper sense of community, inclusion and love.
Create awareness and foster curiosity and excitement for Ballston to build belief that Ballston is an amazing live/work/play/learn opportunity.
Leverage Ballston’s key assets around technology, education and sports to create unique programs where all community members can participate, grow and connect.
Reassess and align BID resources to support new vision and mission.
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StrategicApproachWe will accelerate the transformation of Ballston into a vibrant and diverse live/work/play/learn neighborhood for urban-minded and socially conscious business professionals and residents through market-influencing branding and placemaking, elevated experiences and by engaging our community with compelling programs that leverage our key assets of technology, education and sports.
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WASHINGTON BLVDWASHINGTON BLVD
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ArlingtonPublic
Library
BeaverPond
MarymountUniversity
HiltonHoliday Inn
WelburnSquare
VirginiaTech
ResearchCenter Westin
DARPA
Residence Inn
MosaicPark
QuincyPark
HarrisTeeter
RandolphBocceCourts
BALLSTONQUARTER
(Coming 2018)
LEGENDBallston BusinessImprovement District
Commercial Buildings
Parks
Residential Buildings
Schools/Churches
Ballston/MU Metro Stop
Walking Tour
Music Tour 7TH ST N
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WASHINGTON BLVDWASHINGTON BLVD
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WASHINGTON BLVDWASHINGTON BLVD
11TH PL N
11TH ST N
11TH ST N
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9TH ST N
FAIRFAX DR
N B
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N A
BIN
GTO
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ArlingtonPublic
Library
BeaverPond
MarymountUniversity
HiltonHoliday Inn
WelburnSquare
VirginiaTech
ResearchCenter Westin
DARPA
Residence Inn
MosaicPark
QuincyPark
HarrisTeeter
RandolphBocceCourts
BALLSTONQUARTER
(Coming 2018)
LEGENDBallston BusinessImprovement District
Commercial Buildings
Parks
Residential Buildings
Schools/Churches
Ballston/MU Metro Stop
Walking Tour
Music Tour
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Strategic Approach
MarketInfluencerGreat neighborhoods begin by being great spaces: places where everyone can feel at home and inspired at the same time. Continuing the dynamic evolution of Ballston, we are excited to expand our community and continue programs that highlight Ballston’s technology, education and sports that will create a deeper sense of community, inclusion and love.
EngagedCommunityAt the heart of any community is the people and the interactions by those people. Our focus is to leverage Ballston’s key assets around technology, education and sports to create unique programs where all community members can participate, grow, and connect.
ElevatedExperiencesCreating awareness and fostering curiosity and excitement for Ballston is critical as the competition increases between various neighborhoods and communities in the Greater Washington Area. To reinforce the belief that Ballston is an amazing live/work/play/learn opportunity is central.
Sustainable OrganizationWe believe that building a great community for tomorrow requires stronger integration between commercial and residential interests. Given budget constraints, success moving forward will require a renewed focus on our priorities, Board involvement and staff.
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MARKETING& PROMOTION
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Launched the BallstonConnect Podcast- focused on hyperlocal news, events, history, business and of course, the people of Ballston. Guests included neighborhood personalities including Scott Parker, Kelly Shooshan, Slapshot- mascot for the Washington Capitals, and WJLA Sports Anchor Scott Abraham.
Over 2,000 unique downloads through October 2018
Engaged 1,068 residents and employees through podcast surveys and contests
Distributed maps and BID collateral information, as well as delivered “Welcome Kits” by hand to all BID member tenants, giving us the opportunity to reach over 800 businesses.
1,368 Maps Distributed1,847 Collateral Distributed254 Tenant Welcome Packets
Earned a record number of media placements for the BID’s programs, most notably Taste of Arlington.
179 earned media placements
Continued to expand our social media following and engagement
13K FacebookFollowers @BallstonBID@TasteArlington
6.2K Twitter Followers@BallstonBID@TasteArlington
2.1K InstagramFollowersballstonbidtasteofarlington
Redesigned our bi-weekly enewsletter
14,000 Enews subscribers 34% increase in distribution
FY18-19ACCOMPLISHMENTS
BALLSTON BID: MARKETING & PROMOTION
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→ Develop and implement a brand refresh with a focus on shifting greater awareness from the BID to Ballston itself.
→ Develop and implement a new website that focuses on the BID’s expanded key audiences- employees, residents, brokers and business owners.
→ Explore and formalize a digital/online business resource center in coordination with the County and Arlington Economic Development.
→ Explore opportunities to collaborate on Ballston Quarter and Washington Capitals programs/events and PR/social media.
FY20OBJECTIVES
DEVELOP
COLLABORATEIMPLEMENT
EXPLORE
BALLSTON BID: MARKETING & PROMOTION
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COMMUNITY EVENTS& OUTREACH
2
Industries Reached:
Increased attendance for Taste of Arlington to nearly 30,000 and expanded our charitable partners from 1 to 7, including:• AAC• AFAC• A-SPAN• AWLA
• Arlington Chamber of Commerce• Leadership Center for Excellence• Volunteer Arlington
→ Connected with 22,500 Ballston employees via our programs, events, social media, interactions, office visits and direct mailings.
→ Expanded membership database capabilities to house all our member information, board management, program tracking and event management and ticketing.
→ Conducted our bi-annual neighborhood survey with over 1,200 participants
→ Expanded Farmers Market season through November. 25,000 visits and 20 vendors
→ Developed and implemented a transition plan for Taste of Arlington
FY18-19ACCOMPLISHMENTS
• Banking• Bars and Restaurants• Business Associations• Business Services • Civic Associations• Construction• Defense Technologies
• Economic Development• Education• Energy and Natural Resources• Entertainment• Environmental Advocacy• Finance
• Government• Healthcare• Hospitality• Non-Profits and Foundations• Professional Sports• Property Management
• Real-Estate (Commercial and Residential)• Retail• Transportation• Urban Planning
• AFAC• AICPA• APAH• Arlington Arts Center• Arlington Chamber of Commerce • Arlington County Police Department • Arlington Free Clinic• Arlington Independent Media
• Arlington Public Library• A-SPAN• AWLA• Bisnow• Bowen McCauley Dance Company • CREW DC• DCBIA• Doorways for Women & Children• FreshFarm Markets
• Homeward Trails• International Downtown Association• Juvenile Diabetes Research Foundation (JDRF)• Leadership Center for Excellence • Leadership Greater Washington• Leukemia & Lymphoma Society
• NAIOP• Return on Creativity Series: Arlington Economic Development• Special Olympics DC• Urban Land Institute • Virginia Fraternity of Police• Volunteer Arlington• VSCPA• Young Entrepreneur’s Academy
Partnered and sponsored programs and events with over 30 government, industry and community organizations including:
BALLSTON BID: COMMUNITY EVENTS & OUTREACH
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→ Implement plan to expand BID membership to residents with the launch of the BallstonConnect Club.
→ Consistently liaison with neighborhood and professional organizations to achieve maximum outreach results.
→ Refine and enhance Quarterfest event using attendance and vendor feedback.
→ Coordinate and execute a holiday market which activates the commercial and residential communities.
FY20OBJECTIVES
BALLSTON BID: COMMUNITY EVENTS & OUTREACH
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Public Realm & Beautification
3
→ Boosted WiFi coverage of the BID to 90% of the neighborhood.
→ Improved the experience and expanded use of BallstonConnect Mobile App to 5,660 active users.
→ Expanded median landscaping and maintenance to include more medians on Fairfax Drive and Glebe Road.
→ Continued working with County staff, Arlington Public Art and the Arts Commission on the design of “Intersections”, an interactive light art project to be installed in the Ballston Metro canopy.
→ Piloted Ballston360˚ wayfinding information in BID member buildings.
FY18-19ACCOMPLISHMENTS
BALLSTON BID: PUBLIC REALM & BEAUTIFICATION
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→ Revise the BID’s comprehensive placemaking, art and cultural plan to greater leverage Ballston’s key assets (education, technology and sports) and Ballston Quarter.
→ Develop a landscaping and signage proposal for the Route 66 gateway on Fairfax Drive.
→ Develop plans with the County to pilot the installation of Ballston360˚-our interactive wayfinding system in the public realm.
→ Install and paint Ballston orange branding “dots” on the remaining Fairfax Drive medians at the junction of Route 66 and on Glebe Road medians.
→ Continue installation of banners on Fairfax Drive and begin phase 2 on Glebe Road as budget permits.
→ Expand and enhance public WIFI for the entire BID
→ Create final plans for “Intersections,” an interactive light art display, and prepare for installation in the Ballston Metro canopy in FY21.
→ Collaborate closely with County staff on timing for a new Sector Plan for Ballston.
FY20OBJECTIVES
BALLSTON BID: PUBLIC REALM & BEAUTIFICATION
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Transportation
4
→ Work with County staff to craft a plan to gain a consistent look for pedestrian streetlight poles by replacing poles that are not the current County standard.
→ Work with Arlington County and the community to promote Ballston Metro second entrance as a priority transit project.
→ Explore, with Arlington County staff and BID partners, the opportunity for a new, free to the public, convenient transportation option to connect neighborhoods along the RB Corridor.
→ Develop a Dockless Vehicle Transportation Plan with Arlington County staff to maintain safety and cleanliness of our sidewalks.
FY20OBJECTIVES
BALLSTON BID: TRANSPORTATION
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EconomicDevelopment
5
Hosted exclusive broker engagement events and visited broker offices to raise awareness of happenings in Ballston, connecting directly with 175 commercial brokers.
Continued Tenant-Broker focused programs - Food Truck Days, Holiday BallstonGives Back Holiday Campaign, ATP Walk at Lunch Day, Earth Day, Bike to Work Day, and “Best of Ballston Awards”.
Made 30 presentations to Ballston office tenants in addition to hosting breakfast, lunch or happy hours.
Featured charitable organizations at Sip & Mingle events to increase awareness and raise funds – increased attendance by 50% over prior year, to an average 300 employees per event.
FY18-19ACCOMPLISHMENTS
BALLSTON BID: ECONOMIC DEVELOPMENT
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→ Integrate our tenant-employee events with BallstonConnect Club events to strengthen connections among those who live and work here.
→ Expand our tenant outreach to include more frequent networking opportunities.
→ Strengthen our broker relationships with additional touchpoints.
→ Explore the possibility of expanding the BID footprint.
→ Increase national exposure as a cutting-edge neighborhood.
FY20OBJECTIVES
CONNECTIONS
CUTTING EDGEEXPAND
STRENGTHEN
BALLSTON BID: ECONOMIC DEVELOPMENT
20
Administration & Management
6
→ Completed FY15-18 strategic plan.
→ Developed and implemented FY19-21 Strategic Plan.
→ Developed a multi-year budget framework for FYs 19-21 outlining resources needed to achieve long term goals.
→ Determined with the Board more customized reporting and project management systems.
FY19ACCOMPLISHMENTS
BALLSTON BID: MANAGEMENT & ADMINISTRATION
22
Formalize an ongoing professional development program for the BID staff based upon strategic objectives and individual professional goals.
FY20OBJECTIVES
BALLSTON BID: MANAGEMENT & ADMINISTRATION
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Ballston BIDFY20 Budget
REVENUE
Arlington County Assessments
Current FY Assessments 1,430,128
County Assessment Retained Funds 67,388
Arlington County Assessments 1,497,516
Total BID Operating Revenue $1,497,516
EXPENSE Marketing & Promotion 422,320
Community Events & Outreach 246,392
Public Realm & Beautification 415,166
Transportation 16,485
Economic Development 53,985
Administration & Management 275,780
Total Expense $1,430,128
COUNTY RETAINED FUNDS
Arlington County Admin Fee 2% 29,950
Delinquency / Appeals Contribution 37,438
Total Expenses $1,497,516
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