Community Preference Plan
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Lexington Gardens II 1865 Palmer Avenue, Suite203 Larchmont, NY 10538 June 1, 2016 TO: Manhattan Community Board 11 FROM: C&C Apartment Management Subject: Lexington Gardens II, Community Board 11 Preference Plan Overview The Lexington Gardens II development is a mixed use, mixed income project anticipated to have 390 apartments for low, moderate, and middle income households. Residents of Community Board 11 will be given preference within the lottery to inhabit fifty percent (50%) of the apartments in the project (under the City’s current regulations). C&C has successfully leased up more than 10 affordable buildings through the City’s lottery process, including recent developments such as Harlem River Point North, Harlem West 117th Street, Utica Place (Brooklyn), and 21 Commercial Street (Brooklyn). We understand the challenges in meeting the community board preference, and due to our marketing efforts we have been able to successfully meet all community board preferences and have delivered fully leased developments on time. With the approval of the regulating agencies, we plan to implement the marketing efforts highlighted in this memorandum at Lexington Gardens II. Please note that all marketing activities and corresponding timelines are included in Appendix E of this document. Marketing Team In partnership with Community Board 11, we will create a marketing team (task force) that will include Manhattan North Management and a local organization and be responsible for spearheading the implementation of the community preference plan. The team will develop extensive marketing activities that will publicize the project effectively throughout the community. The team will meet routinely to discuss our progress, develop marketing materials, and assign action items in order to assure that we reach as many members of the community as possible. Project Timeline The project is expected to close in June 2017. The project will then take approximately 30 months to construct, ending in December 2019. It is important for us to commence marketing procedures for the project far in advance of the anticipated move-in date. However, we don’t want to start marketing too far ahead of schedule since this can lead to drawn-out and ineffective marketing efforts. We would like to have a marketing plan approved by the City agencies 9 months in advance of the anticipated move-in date (well in advance of the City’s required timeline of 6 months). This will provide sufficient time to reach as many community members as possible in an efficient manner. Given these timelines, we expect the official marketing period to run from March to December 2019. However, the team has already begun preparing marketing plans and will be working continuously to fully prepare the marketing activities listed below. Additionally, the team plans to provide information sessions on personal finance and credit counseling as the marketing period approaches. These sessions would provide individuals with additional information on how to prepare for the upcoming housing lottery process and would give the community members additional time to resolve their financial issues. Marketing Activities 1. Information Sessions Together with the community board and our development partners, the marketing team will hold information sessions to help community members with the application process. We anticipate that two types of sessions would be held; one covering credit/financial counseling and another providing guidance surrounding the application process. Personal Finance The team will host an information session immediately after marketing begins to give residents additional time to collect their financial information and resolve any outstanding issues. In this session, the team will provide those in attendance with information regarding the project and share tips on how potential applicants can strengthen their applications, such as how one can improve their credit score and how to handle various income sources such as weekly pay (52 weeks), bi-weekly pay (26 weeks), public assistance, child support, etc.. To assist in this effort, the team will partner with non-profit organizations that are experienced in credit counseling and in working with residents that live in affordable housing. In past projects, we have worked with Habitat for Humanity to host a workshop that will help prospective applicants improve their credit and manage their debt. Sample training materials utilized by Habitat for Humanity are included in Appendix C. We will also incorporate suggestions from the community board regarding the potential of additional local non- profit organizations that can assist in this effort. Application Guidance We will host a session several months before applications are due, which will focus on the application and the overall application process itself. This session will serve as a forum for community members to ask questions about the application and the application process. We are hoping that the community board can assist us in locating strategic sites to facilitate these sessions. 2. Getting the word out early The project will be required to have a marketing plan approved with the appropriate City agencies. We will be requesting this process begins approximately 9 months before the anticipated move-in date. A sample HDC Marketing Plan is included as Appendix D to provide an outline of the marketing plan approval process for the New York City Housing Development Corporation. Please note that this is only a sample process and will not necessarily be the required process for this project. As mentioned, the marketing team would like to work closely with the City agencies to get an advertisement approved 9 months in advance of the anticipated move-in date in order to give early notice to residents of the community board. a. Local Publications The project will be marketed in numerous local publications such as AM New York, El Diario, Amsterdam News and La Voz Hispana, as well as other community newsletters and newspapers. We will meet with board members to identify which publications will be most effective in reaching the community. b. Local Organizations We will partner with the community board and local organizations, including churches, schools, and other local non-profit organizations, to publicize the project. Notices will be placed at local retailers (such as Costco, Duane Reade, etc.) and we will work with the community board to identify other locations where paper fliers will be displayed and left for distribution. In addition to distributing paper fliers, we will publicize the project through email notification to all organizations recommended by the community board. We will also meet with other local religious officials to provide details on the project and the application process so they may share it with their members. We will work with the community board to provide notices at their meetings and to their contacts. A list of organizations recommended by the community board has been included in Appendix F. We will work with the community board to determine the best approach to publicize our project through these organizations. c. Advertisement on Project Site The project will be promoted on poster boards and signs placed on the project site. This will inform local residents about the project as well as provide guidance for the application process. The poster boards will also direct prospective applicants to our project’s website where they can obtain additional information about the project. d. Other Marketing Efforts Internet A critical component of our marketing is applicants understanding the NYC Housing Connect website and creating a profile. The NYC Housing Connect website allows applicants to create a profile which includes their household composition, all income sources, set-asides & preferences and landlord information. Applicants are only allowed to apply once for each development of interest. Once the lottery is conducted the applicants will be able view their log/ application number and the status of the development. Additionally after the marketing plan is approved an informational website will be available for applicants to learn more about the project and send emails with their questions. The advertisement will be available with the instructions on how to obtain a paper application. Community Events The marketing team will identify community events, such as Harlem Week, where local residents can get information on the project and sign up on the distribution list. A comprehensive list of the above-mentioned marketing activities is included in tabular form in Appendix E. We hope that these marketing efforts will reach ample members of community board 11 and we will be able to promptly inhabit the apartments reserved for the community. We look forward to partnering with you and incorporating your suggestions in order to reach community members most effectively. APPENDIX A. Helpful links B. Frequently asked questions C. Sample credit counseling workshop materials from Habitat for Humanity D. Outline of approval process for HDC marketing plan E. Lexington Gardens marketing plan F. Detailed community organization list Appendix A: Helpful Links 1. https://www.annualcreditreport.com/ 2. https://www.creditkarma.com/ 3. http://www.neighborhoodhousing.org/ 4. http://www.habitatnyc.org/ Appendix B: Frequently asked questions 1. How many apartments are available? The projected is anticipated to have 390 low, moderate, and middle income apartments serving households at the following income levels: - 195 units serving households at 60% of AMI or less (rents affordable to 57% of AMI) - 117 units serving households at 100% of AMI or less (rents affordable to 80% of AMI) - 78 units serving households at 165% of AMI or less (rents affordable to 130% of AMI) 2. Where is the project located? The project is located on the block bounded by Park Avenue, Lexington Avenue, 108th Street and 107th Street in the East Harlem section of Manhattan. 3. Where can I get more information about the project? The main source of information will be our project website. The website will be created after marketing has been approved.