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HomeMy WebLinkAbout2022-04-05 City Council Work Session PacketAgenda City Council Work Session City of Edina, Minnesota Community Room, City Hall Tuesday, April 5, 2022 5:30 PM I.Call To Order II.Roll Call III.Referendum for Local Option Sales Tax IV.Adjournment The City of Edina wants all residents to be comfortable being part of the public process. If you need assistance in the way of hearing ampli#cation, an interpreter, large-print documents or something else, please call 952-927-8861 72 hours in advance of the meeting. Date: April 5, 2022 Agenda Item #: III. To:Mayor and City Council Item Type: Other From:Jennifer Bennerotte, Communications Director Item Activity: Subject:Referendum for Local Option Sales Tax Discussion CITY OF EDINA 4801 West 50th Street Edina, MN 55424 www.edinamn.gov ACTION REQUESTED: Discuss communications for the local option sales tax referendum in Edina. INTRODUCTION: Rapp Strategies, Inc. was hired by the City of Edina to provide professional communications, marketing and design services for elements and materials explaining a possible local option sales tax and questions on the November 2022 election ballot. Under State law, the City’s role in the referendum is to provide factual information. The City seeks to educate voters on the vision for the future of Braemar and Fred Richards parks, plans for redevelopment, the need for funding, benefits of a local option sales tax, cost and tax impact, consequences of inaction, when and were to vote and how to find more information. Todd Rapp and Todd Stone from Rapp Strategies will attend the work session to update the City Council on communications work completed to date and review the timeline for materials through November, key elements of core messaging and results of a community survey conducted by Morris Leatherman in February. ATTACHMENTS: Description Staff Presentation Todd Rapp, President and CEOTodd Stone, Senior DirectorRapp Strategies, Inc.APRIL 5, 2022C O M M U N I C AT I O N S U P DAT E A N D S U RV E Y R E S U LT SEdina Parks & Recreation Investment Plan 1. Present results of poll of Edina residents2. Review communication goals and workplan3. Present brand/logo4. Overview of core messages5. Q&A with Council MembersAGENDAInforming residents about the investment plan for Braemar Park and Arena and Fred Richards Park •Conducted by Morris Leatherman•400 residents•February 8-22, 2022•Cell phone-only households are 44% of sample•Margin of Error: + 5.0%Survey Methodology Longevity0-5 years 28%6-10 25%11-20 22%20+ 26%RegionNortheast 27%Northwest 31%Southeast 24%Southwest 18%GenderMale 50%Female 50%Home OwnershipYes 71%A Look at the Sample Edina Residents Value Parks & Recreation85%83%91%16%15%8%41%ImportantPositiveNot importantNegativeImportantNot importantImportance to YouImpact on Value of HomeRatings of Edina Parks and Recreation4%3%45%40% Use of Braemar in past three yearsFrequent 31%Occasionally 27%Less Often 9%No 33%Likely use of Fred RichardsVery Likely 34%Somewhat 28%Not too Likely 24%Not at all/DK 15%•70% familiar with location•60% of users rate Braemar as Excellent, 29% Good•Trails/Maintenance identified as top needPark Usage58%62% Key Demographics: Usage of Braemar ParkFrequentlyNot at allImportance of Parks & RecRating of Parks & RecCitywide31%33%84% 91% positiveHH w/kids55%14%98% 92%HH w/seniors15%47%74% 94%NE30%39%83% 87%NW38%20%84% 92%SE24%39%84% 93%SW32%39%84% 93% Evaluation of City LeadershipJob Performance of Mayor and City CouncilInvolve Residents in Important DecisionsUsing Tax Dollars Wisely86%74%82%91%12%25%15%4%24%27%22%21%Ex/GoodYesFair/PoorNoApproveDisapproveEx/GoodFair/Poor2%2%City Taxes Provide a High Value2% Key Groups with Strongest RatingsTwo or Fewer Positives19%Three Positives17%Four Positives64%•HH: Two adults with kids•Lower to mid-priced homeowners•35-54 year oldsAggregate City Ratings Opinions That Are Strongly Related to the Number of Positive Scores•Frequency of parks usage•Importance of investments in parks and recreation OverallFour positive Three positiveTwo or fewer positiveAgainst any tax increase17% 7% 14% 46%Depends60% 66% 54% 45%For any tax increase22% 26% 24% 8%Relationship Between Positive Ratings and Tax Tolerance Support for Referendum QuestionsWhy?Needed ImprovementsReasonable CostImportantto CityIncrease property valuesStrong Support13%DK-6%Strongly Oppose3%Oppose19%Support59%Strong Support10%DK-8%Strongly Oppose3%Oppose19%Support60%Braemar ParkFred Richards Park72%70% Aggregate City RatingsParks Help Home ValuesOverallFour positivesThree positivesTwo or fewerVery Somewhat NoBraemarSupport72% 79% 79% 41% 86% 73% 31%Oppose22% 16% 13% 51% 8% 21% 63%FredRichardsSupport70% 77% 74% 42% 86% 68% 27%Oppose22% 16% 16% 49% 9% 21% 63%Key Factors Driving Referendum Support Tax Pre-DispositionWould Use Fred RichardsOverallFor AllDependsAgainstAllVeryLikelySomewhatLikelyNotLikelyBraemarSupport72% 94% 74% 28% 99% 79% 44%Oppose22% 1% 18% 67% 0% 15% 48%FredRichardsSupport70% 97% 70% 31% 97% 75% 42%Oppose22% 2% 18% 64% 1% 14% 47%Key Factors Driving Referendum Support Braemar ParkOverallQuestion 1SupportersQ1 Soft Opponents or DK Frequent Current UsersTrail system+50+67+5+57Ice Arena Maintenance+39+58-9+62Courtney fields+39+550+62Sports Courts/Lawn Games+38+59-16+66Parking+33+49-9+56Mountain Bike+33+42-29+55Golf Course+29+46-17+46Are these good ideas? 81% agree, 14% stronglyRatings of Proposed Improvements+100 to -100 scale Fred RichardsOverallQuestion 2 SupportersSoft Opponents or DKLikely frequent usersPicnic Pavilion+48+690+74Trail System+48+69+2+78Stage and Pavilion+39+58-6 +72Parking+35+56-13+67Sports courts/Lawn games+30+54-23+66Are these good ideas? 82% agree, 13% stronglyRatings of Proposed Improvements+100 to -100 scale CitywideQuestion #1 SupportersMuch more likelySomewhat more likelyLess likelyMuch more likelySomewhat more likelyLess likely60% of revenue from outside Edina34%29%6%51%35%0%$2.65/month28%26%11%51%27%0%Property tax is the other option34%30% 8%59%27%2%Extend proposal for ice arena20%28%16%49%25%2%Information that May Impact Support CitywideQuestion 1 SupportersFour PositiveThree PositiveTwo or FewerEdition:Edina61%60%66%55%50%City website37%41%41%26%28%E-newsletter/email31%34%30%28%36%Social media27%31%25%34%23%Local newspaper22%18%19%20%29%Word of mouth17%10%14%28%21%Watch Council meetings1%1%2%1%1%Effective Ways People Receive Factual Information (“Top Two”) Strong numbers•Both referendum support and underlying opinions demonstrate confidence in City decisionsRecommendations1. Don’t get overconfident – City should always pursue broad community engagement to inform residents2. Critical that City staff and Council Members play lead in addressing all resident questions3. Continue offering clear and consistent information about the parks plan to avoid public confusion4. Busy campaign season – will people remember to find the parks questions?5. Don’t ignore early voting! Help residents make sure their voices are heardConclusions Questions? What successful local government communications looks like …Failure to adequately communicate is a failure to serve the public.•Transparent•Accurate•Consistent•Accessible Goals of Communications Strategy•Vision for the Future•The Need•The Process•The Plan•The Benefits•The Cost and Tax Impact•Consequences of Inaction•How to Find Out More Information•When and Where to VoteRapp Strategies is working with the City of Edina to help develop and execute a comprehensive communications plan that provides balanced and complete information about the plan to invest in Braemar Park and Arena and the Fred Richards Park.City’s role is to provide factual informationas governed by Minnesota Statute 297A.99KEY ELEMENTS Why informing residents is important1. Expertise attracts questions: You are viewed as an expert of Edina government2. Residents to local governments are what customers are to businesses –and they shouldn’t be ignored3. If you don’t communicate, someone else will. Unanswered questions lead to confusion, misinformation and rumors4. Learn from the questions you receive. Feedback becomes a critical part of knowing whether City communications efforts are hitting the markACKNOWLEDGE WHAT YOU HEAR AND LEARN FROM IT. Update on Communications MaterialsWe began work on Phase 1 of the communications plan in January to prepare fora public launch of the initiative in April.Monthly WorkplanCore MessagingBrand/LogoWebsite language and URLScientific survey•Microsite development•Session with City staff on effectively answering community questions•Fact Sheet•Frequently Asked Questions (FAQ)COMPLETED IN-PROGRESS Community Center Project BrandWebsite:EdinaAtPlay.orgQualities the logo emphasizes: 1. Parks support Edina’s quality of life2. Specific investments3. Distinct imagery that complements the City’s colors/branding4. Brand that can carry through the completion of the projects, not just sales tax referendum Vision for the projects: “Our quality of life is a big reason why Edina continues to attract new families and businesses. Edina residents recognize that parks and recreation help make the city a special place to live. When we invest in parks and recreation opportunities, we are investing in Edina’s quality of life as well as the local economy.”The investment: “Recognizing the importance of the city’s parks and recreation system, Edina leaders have put together a $64.6 million investment plan to complete the conversion of the Fred Richards Executive Golf Course into a multi-faceted city park and to reinvest in Braemar Park and Arena with a wide range of amenities and improvements.”Overview of Core Messaging We are listening to you: “Edina residents have played an important role in identifying the needs at Braemar and Fred Richards. City leaders received community input during the park system’s master planning process as well as ongoing public engagement through various communications channels and surveys.”The Plan/Benefits: “The Fred” would be transformed from a once-shuttered golf course to a vibrant city park. Both Braemar and Fred Richards would see new playgrounds, courts, trails and habitat restoration. Braemar Arena would receive critical repairs, upgrades and an additional fourth sheet of indoor ice.”Overview of Core Messaging The Legislature: “The Legislature already authorized the City to place a half-percent sales tax option on this November’s ballot to provide $39.3 million for both parks. During the current legislative session, state lawmakers are considering whether to allow Edina voters to decide to use the sales tax for an additional $25.3 million for the Arena expansion.”The tax impact: “To finance this investment, Edina voters will consider a local half-percent sales tax option in November. The average cost per resident of the sales tax would be $2.62 per month, according to an analysis by the University of Minnesota. The tax expires in 17 years.”Overview of Core Messaging Why a sales tax? “The Edina City Council chose a sales tax option because the investment cost is spread among residents and nonresidents who visit the city to use many of its parks, ice rinks and other public amenities. If approved, 60% of the half-percent sales tax would be paid by nonresidents, according to an analysis by the University of Minnesota.”Overview of Core Messaging If the plan is not approved: “The City would reengage residents about how to move forward with an investment in both parks and determine whether they prefer changing the funding option, the amount of the investment and the package of improvement projects.” Voting Information: Residents can vote early in person at Edina City Hall beginning Friday, Sept. 23 through Monday, Nov. 7, 2022. (Additional voter information will be communicated when it becomes available).Overview of Core Messaging Timeline Moving ForwardComplete development of microsite, fact sheet, FAQ and presentation deckMedia prep session with city staff on April 20Launch website in late April/early MayWork with City on earned media opportunities, op-eds and community eventsAccelerate communications in August ahead of start of early voting on Sept. 23 Questions?