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City of Snoqualmie, Washington Economic Development, Branding & Marketing Plan

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City of Snoqualmie, Washington Economic Development, Branding & Marketing Plan City of Snoqualmie, Washington Economic Development, Branding & Marketing Plan CONTENTS Introduction and scope of work ........................................................................ 3 #28. Make downtown a wireless internet access zone ................................ 67 Executive summary ......................................................................................... 7 #29. Northwest Rail Museum assistance and improvements .......................... 70 Tourism’s role in Snoqualmie’s economic development efforts ................................ 12 COMMUNITY DEVELOPMENT INITIATIVES Return on Investment ..................................................................................... 14 #30. Create pedestrian access from Snoqualmie Falls to downtown ............... 73 ROI Case History ........................................................................................ 20 #31. Keep the intersection of Hwy. 202 and Parkway open space ................ 74 #32. Research trolley transportation system for events & activities ................... 76 Recommendations: #33. Public spaces maintained by Parks Dept. instead of Public Works ........... 77 ORGANIZATIONAL #34. Recruit moderate-income multi-family housing ...................................... 78 #1. Organization of the Snoqualmie Economic Development Council ............. 23 BRANDING INITIATIVES #2. Contract implementation services ....................................................... 24 #35. Adopt the new brand identity .......................................................... 80 #3. Organizational roles defined ............................................................. 26 #36. Develop a branding style guide ....................................................... 81 #4. Inter-governmental Wayfinding System Committee ................................. 27 #37. Name downtown core area “The Rail District” .................................... 82 BUSINESS ATTRACTION PROGRAM #38. Name the retail area at Snoqualmie Ridge, “Ridge Marketplace” ........... 83 #5. Contract for a 2006 Census ............................................................. 29 #39. Contract for a valley-wide Wayfinding & Signage System ..................... 84 #6. Arrange for a FEMA No-Rise Analysis for downtown .............................. 31 #40. Implement the wayfinding system ..................................................... 85 #7. Recruit targeted industry sectors.......................................................... 32 #41. Identification of icons, lures and diversions for tourism marketing efforts ... 86 #8. Recruit downtown businesses ............................................................. 35 #42. Design and implement a pole-banner program ................................... 87 #9. Planning Dept. to not be self-funding ................................................... 37 MARKETING PROGRAM DOWNTOWN REVITALIZATION PROGRAM #43. Develop six visitor information kiosks in various locations ...................... 89 #10. Implement a Main Street program .................................................... 39 #44. Develop a valley-wide Activities Guide .............................................. 90 #11. Create a Business Improvement District program .................................. 41 #45. Develop an annually updated Community Profile ................................. 91 #12. Develop new gateways to downtown ............................................... 42 #46. Develop a “Opportunities” guide for the business recruitment effort ......... 92 #13. Develop Falls Avenue into an event plaza area ................................... 43 #47. Develop a visitor-oriented website with the Chamber ........................... 93 #14. Place utilities underground .............................................................. 49 Website tips - Your Town Online .............................................................. 95 #15. Add additional parking along Railroad Avenue .................................. 50 #16. Add mid-block crosswalks along Railroad Avenue ............................... 51 Timelines ................................................................................................. 107 #17. Keep city hall downtown, in a new location ....................................... 52 Projects by organization and funding source ................................................... 109 #18. Open up the river front - purchase additional properties ........................ 53 Cash needs projection ............................................................................... 111 #19. Develop and construct new streetscape enhancements ......................... 54 The investment of lodging tax revenues .......................................................... 113 #20. Develop public art displays ............................................................. 55 Supporting Documentation #21. Lease Planning Dept. building to commercial use ................................ 59 25 Steps to Recruitment ........................................................................ 116 #22. Develop a matching grant facade improvement program ...................... 60 Review of previous reports & studies ....................................................... 118 #23. Recruit new retail mix to downtown .................................................. 61 Falls Ave. concepts, downtown architectural concepts ................................ 128 #24. Develop a retail incubator downtown ............................................... 62 Demographics .................................................................................... 139 #25. Contract for the creation & management of downtown events ................ 64 Possible funding solutions ...................................................................... 142 #26. Contract to develop a retail signage, display program for downtown ..... 65 Contact information & resources ............................................................. 144 #27. Sell city-owned property, but with strings attached ............................... 66 CITY OF SNOQUALMIE, WASHINGTON • ECONOMIC DEVELOPMENT, BRANDING & MARKETING PLAN • APRIL 2006 • 2 INTRODUCTION & SCOPE OF WORK he lure of gold in the Cascade Mountains prompted Jeremiah Borst to crease in visitors to Snoqualmie Falls, and the Falls have become the second set out from Seattle in 1858, only to be stopped by the natural beauty most visited destination by tourists to Washington State. Tand fertile soils of the Snoqualmie Valley. He settled there and made it his home, encouraging other settlers to come to the area as well. As the greater King County population has increased, development has spread eastward, resulting in a surge of Snoqualmie’s population and hous- Today, just like Jeremiah Borst, more and more people are becoming en- ing since 1990. Snoqualmie has grown from 1,546 residents in 1990 to 4,210 tranced with the natural beauty of the Snoqualmie Valley and choosing to in 2002 (Puget Sound Regional Council, September, 2002) with the major- call it home. Only 28 miles east of Seattle, Snoqualmie offers spectacular ity of growth occurring in the newly developed mixed-use community of scenery and alluring attractions, plus a wealth of outdoor recreation options. Snoqualmie Ridge. The downtown core has retained much of its small town ambience. The Snoqualmie Railroad Depot, housing the Northwest Rail Mu- Borst hiked the 28 mile trail to Seattle for his supplies. During the 1860s, the seum, is centered in the downtown core. settlement grew, and for a number of years it was the only settlement east of Seattle. The first tourists to visit Snoqualmie Falls – fifteen men and women The mixed-use development on Snoqualmie Ridge includes new retail build- - traveled by schooner, then canoe, up the river in 1865 with fourteen Native ings, an industrial complex, and community parks in addition to residential American guides. neighborhoods. New public facilities, police and fire, have also been built on the Ridge. With so much activity now taking place outside of the historic Agriculture was originally an important industry in the Valley, and Jacob commercial core of the town, there is concern about the continued viability Borst grew fruit, potatoes, onions, and hops. Hops were a thriving commod- of businesses downtown. ity in the 1880’s, until aphids destroyed them all in 1890. Borst took charge of building the first road over Snoqualmie Pass in 1868, expanding trade As development on the Ridge has progressed, the City of Snoqualmie has through the mountains. taken on ever greater responsibilities for the increased number of residents. Expanded city services to accommodate the increased population needs a Snoqualmie was platted in 1889 when the railroad came through town, and long-term tax base of support, to be found in a thriving business and retail then the trip to Seattle became much easier. Incorporated in 1903, the new environment. city of Snoqualmie became a hub of industry. The first long-distance trans- mission of hydroelectric power in the Northwest was conceived and brought In order to assure long-term economic vitality and preserve the scenic and about by a father and son team at Snoqualmie Falls, with the generators historic character of Snoqualmie, the City has secured the consultant services producing electricity by 1899. The Snoqualmie Falls Lumber Company began of Destination Development, Inc. to produce an Economic Development Plan a thriving operation in 1917. Dairy farming
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