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HomeMy WebLinkAbout01/26/2017 Strategic Plan Meeting Minutes MARANA X'1111!fr�. •�\h`N ES T A B L I S H E D 7977 MARANA TOWN COUNCIL STRATEGIC PLAN WORKING GROUP MEETING 11555 W. Civic Center Dr, Marana, AZ 85653 Board Room, Marana Municipal Complex January 26, 2017 3:00 p.m. Ed Honea, Mayor Jon Post, ,Vice Mayor Herb Kai, Council Member Patti Comerford, Council Member David Bowen, Council Member Carol McGorray, Council Member Roxanne Ziegler, Council Member MINUTES CALL TO ORDER: Mayor Ed Honea called the meeting; to order at 3:O0 p.m. Vice Mayor Jon Dost, Council Member David Bowen, Council Member Carol McGorray, and Council Member Patti Comerford were present. Council Member Roxanne Ziegler and Council Member Herb Kai were absent. There was a quorum of listed council members. DISCUSSIONIPOSSIBLE ACTION Relating to Strategic Planning; presentations and discussion regarding the following topics: Discussion facilitated by Communications Manager Vickie Hathaway. 1. Strategic flan III status update for the Innovation focus area: Vis. Hathaway stated that this session of the Strategic Plan working, group would focus on the fundamental ideas that relate to the .innovation focus area and would not necessarily review the specific initiatives articulated in the current strategic plan. Setting the stage for discussion, Ms. Hathaway broadly described the Innovation focus area as a support structure to help create a modern organization. She asked council members to consider the intertwined relationship between; (a) the Town's workforce; (b) the down's resources and partnerships; and (c) the Marana Brand, as instruments needed to establish the ideal organization. Duman Resources Director Curry hale took a moment to explain the Town's commitment to produce an organization of excellence. Mr. 1-Tale stated that the 1 Strategic ]flan working Group Meeting Minutes/Administrative Summary 1/26/2017 organization's cultural values, i.e. teamwork, respect, dedicated service, and engaged innovation, provide the foundation for excellence. He emphasized that a mission statement is important, but the Town's cultural values are the foundation for all its processes or procedures that affect both internal and external customers. Mr. Hale said that all actions from recruiting to management tie into those core values. Heath vescovl-Ch'lord i, Economic Development Management Assistant, stated the Town is currently concentrating its efforts on developing the businesses in the downtown area. He indicated that pursuing partnerships with developers, business owners, and other community organizations would help with economic development in the area. Ms. Hathaway reminded the council members that the Town instituted its new brand during 2016. She stated the Communications Department is continually evaluating how to market the Town and communicate with the public. Ms. Hathaway indicated the department is always concerned about understanding who is its audience and how can the Town's communication grow to reach a larger portion of the community. She also reported that the Town would work with the University of Arizona's Marketing Department to create a communication plan in the upcoming months as another method to strengthen its brand. 2. Action. plans, projects, programs and priorities for the Innovation focus area for Strategic Plan Iv: Ms. Hathaway summarized the key aspects of the innovation focus area as a necessary framework to create an ideal organization. She also stated that many of the Town's initiatives focus on improving services that benefits the entire community. Therefore, Ms. Hathaway asked the council members to take a moment and think about what qualities of life are needed for the community. Council Member Bowen stated that communication.with the community is very important because that input helps to identify needs. He indicated that any effort to open those channels is beneficial give the geographic size of Marana. Council Member McG orray agreed it is very important to create a communication plan that is inclusive of Marana's three distinctive areas. Mayor Honea specified that the ideal community should be user friendly, clean, and safe with great schools, services, and amenities for residents creating a good duality of life. Ms. Hathaway asked the council members how Marana is currently fitting into the ideal model organization. Also, she asked the council members what Marana still needs to do to reach that ideal goal. Mayor Honea responded that the Town already meets the ideal in many respects, but is constantly seeking new ways to improve itself and avoid becoming irrelevant. He stressed that it is important to stay innovative and progressive when looking at service delivery. Ms. Hathaway asked the council members what comments they hear about quality of life when speaking with constituents. Council Member Comerford stated that she would like to see more innovative ways to create a business environment that encourages career building not j ust J ob creation. Council Member McGorray echoed the importance of a diverse workforce, but added that the Town should also invest in the arts to contribute to quality of life. 2 Strategic flail Working Group Meeting Minutes/Administrative Summary 1/26/2017 Ms. Hathaway transitioned the conversation towards the Marana downtown area and asked the working group what they considered to be the ideal downtown. Council Member McGorray indicated the need to define what a downtown area is. while Vice Mayor Post argued that the Town should have a more assistive role to encourage the development of amenities for the community. He stressed using the downtown area as a tool to bring the community together but reiterated that the Town should work behind the scenes to attract business needed for community development. Council Member Bowen also agreed that downtown should be a place where people can come together to relax and enjoy amenities such as art and entertainment. Building on the momentum of what downtown needs, Ms. Hathaway asked the council members to think about other model communities that Marana can emulate. Council Member Bowen, Council Member Comerford, and Council Member McGorray all agreed that the downtown area needs something to draw people to it; something that is all encompassing with a unique Southern Arizona flavor. Council Member Comerford said that the experience should have a little bit of a twist to it, which is not easily accessible somewhere else. Vice Mayor Post noted that the downtown area needs to be easy to access with some type of entertainment. He stated that it is premature to have the Town model a downtown after another jurisdiction because Marana does not actually have a downtown. Vice Mayor Post also stated that the Town is in a unique position to develop the downtown area to whatever it likes because the 'Town owns most of the land. Additionally, ,'Nice Mayor Post acknowledged that the downtown area does have about 1,000 people who work in and around the municipal center, as well as the residents that live in the surrounding area. Council Member McGorray agreed there is opportunity, but the Town needs to promote the area. Ms. Hathaway quickly reviewed the topics discussed which create a strong quality of life for residents including accessibility to places, diversity of services, and incorporation of arts and entertainment. Vice Mayor Post asked that the group set some concert goals and timelines to start developing the downtown area and moving this project along. Council Members McGorray and Council Member Comerford both expressed reservations about starting this project because the Town currently lacks adequate infrastructure and partnerships. Town Manager Gilbert Davidson mentioned that the Town is working with two consultants, one for the Land Development Code revision and one for the Economic Development plan, and should have recommendations from each regarding development of the downtown area. He said that in several weeks staff would be able to present two good recommendations regarding development for the area. Vice Mayor Post asked that the Council agenda have a standing item regarding the development of the downtown area. Mr. Davidson responded that the development ideas for downtown are limited by the goals of other land owners in the area. Ms. Hathaway transitioned the conversation towards a discussion of the Marana Brand defining it as both the image of Marana and the Town's attitude. She asked the council members to think about what is Marana's brand and how people perceive the Town. "How do people know Marana?" Several council members stated the Marana has a small 3 Strategic flan working;Group Meeting Minutes/Administrative Summary 1/26/2017 town feel even as it continues to grow and that citizens feel valued. Council Member Comerford indicated that feeling starts with the employees of the Town because Marana has a strong customer service ethos. Mayor Honea agreed that residents really do appreciate the J`own's employees and how employees treat the citizens. Vice Mayor Post also noted that Town employees positively contribute to the atmosphere in meetings by applying creative thinking when working with developers and other stakeholders. Vice Mayor Post also noted that the "Your Town'" rnoto is great:because it is instilled in the employees' work ethic and trickles down to the residents feeling appreciated. He cautioned that maintaining a specific brand is what is challenging. Council Member Lowen state that branding is more than the logo, but also includes the engagement of forward thinking staff. Mayor Honea added that being visible in the community and being involved with other community organizations also helps contribute to the small town feel. (Council Mevniber Coniesford lcfi the meeting 4:04 p.m.) Ms. Hathaway stated this feedback is important as the Communications Department develops its communication plan. She explained that the communications and marketing plan is looking at ways to formalize how the departments internally communicates between each other, while also creating a unified public message. Vice Mayor Post and Council Member Bowen asked if this project is part of the current strategic plan. Ms. Hathaway responded that the plan is a new task for the communications department. Her goal is to use best practices to create a formal unified message across all departments that directly interact with the public. Vice Mayor Post asked what the current communications plan is. Ms. Hathaway clarified that the department currently uses press releases, social media, target audiences at - OAs, and advertising for strategic marketing. Vice Mayor post noted that communication with residents is so important and people are excited to see infortuation about the "Town. Council Member Bowen said the Town needs a better strategy to engage with residents given the vast array of information available to citizens now. He stressed that the "Fown needs to be more aware of how people interact with information and technology. Both Council Member Bowen and Vice Mayor Post asked how the department determines what it wants to communicate. They suggested that creating citizen engagement should be fun like the Arizona Department of Transportation highway messaging system or a three digit direct information phone line. Ms. Hathaway asked the council members to consider what investments are needed in partnerships and general resource allocations to become the ideal community. Mayor IIonea responded that a lack of infrastructure is the Town's biggest problem. and Marana needs to develop innovative and creative ways to partner with developers to finance infrastructure prof ects. Vice Mayor Post countered that success in growth can create future problems when the growth slows and the Town cannot pay for the services needed by residents. He said the Town should determine if it is ready for additional growth and can it adequately balance the costs incurred with the investment in new infrastructure. 4 Strategic Plan working Group Meeting Minutes/Administrative Summary 1/26/2017 Council Member Bowen stated that the Town should really be asking what investments should be made if Marana continues to grow. He added that if the Town wants more homes then yes it would have to pay for the additional infrastructure required to support those residents. Council Member Bowen stated that the discussion should focus on the how much debt the Town is willing to carry if it is wants to continue to encourage development. vice Mayor most emphasized the need to determine the scope of development for the Town and if that growth fits a specific investment needed by the Town. Ms. Hathaway responded that the Town does need to identify strategic investments related to growth and development, but it is also important to identify other organizations that can contribute resources for future development within the Town, e.g. downtown. IVIS. Hathaway asked the council members to consider some approaches to support a dynamic workplace and that foster an innovative culture where employees are encouraged to take risks. Providing the council members an example of workforce innovation, Mr. Davidson mentioned the new managed time off pian Human Resources is rolling out for the upcoming fiscal. year. He explained that the new plan would provide employees more flexibility when unexpected life events occur such as oil changes or school functions. Vice Mayor Post and Council Member Bowen both commented that creating an innovative work environment falls on the shoulders of the Town Manager and the department heads. Council Member Bowen expressed the need for management to hire good people that fit the department's work environment, but that department heads need the discretion to reward and discipline employees. Also, Nice Mayor Post noted the Council needs to support the Town Manager's management style to encourage employee development. Mayor Honea stated the Town already incorporates some innovative employee appreciate activities and because of the Town's continued growth there is opportunity for advancement in the organization which contributes to a positive work atmosphere. vice Mayor Post reminded the group that employees could be terminated if they do not meet the expectations of the Town and their job. He further clarified that he does not believe in punishing employees for attempting innovation and failing, but for not living up to the Town's standards. IVIS. Hathaway concluded her presentation by asking the council members to consider strategic partnerships with educational institutions. Council Member Bowen stated the Town's relationship with the state universities provide tremendous benefit to Marana with the exchange of interns, student projects, and other activities. Mr. Davidson mentioned the success of the Marana 2.0 program as another example of a successful educational partnership that gives students an opportunity to understand the role of local government. Mayor F lonea concluded that educational partnerships is more than just with institutions, but also partnerships with community groups to help engage citizens with learning opportunities. 5 Strategic Plan working GI°oLIp Meetillg Minutes/Administrative Summary 1/26/2017 ,ADJOURNMENT.- Mayor,Honeaadjournedat 4:58 p.m. CERTIFICATION-, I Hereby certify thate foregoing is the teas and correct inn f the public session of the Strategica orn roup Meeting heldon January 26, 2017. 1 further certify that a quorum of eis council members was present at i meeting. f. DIpDUtVy Ifown Clerk HiLcaary IHI IH e MAik,o4,�Iv A Z 6 Strategic.Plea Working Group Meeting Minutes/Administrative Summar1/26/2017