By Alan Johnson, EDC secretary
The March 28th Economic Development Commission (EDC) meeting began with the swearing in of one new member Jeremy Burnett, and one returning member, Keith Acton. Next, the Commission held an election of officers. Steve Laster was reelected as chairman, Mr. Burnett was elected as vice-chairman and Alan Johnson was elected as secretary.
Lakeland Marketing Plan
Mr. Johnson began discussion with an update on the Lakeland Marketing Plan. One of the key initiatives discussed was an update of the lakelandtn.gov website. A free update of website wireframes, graphics and functionality is provided per the contract with the current vendor. City Manager Shane Horn and Mr. Johnson, along with other City employees will spearhead the process of updating the website which will include the following: rebranding with new colors, logos and tags; reorganizing content; improving Search Engine Optimization (SEO); improving web usability, including crosslinks to pertinent information and relevant resources; leveraging new push communication and calendar functionalities; and archiving historic information.
A team will also work to update and improve the economic development microsite that is currently part of the website. A Marketing Committee involving members of the Chamber, Mr. Johnson, Commissioner Wesley Wright and City Consultant Dexter Muller will be working on a strategy to better utilize and promote the comediscoverlakeland.com website.
These efforts will include updated content, SEO optimization, and expanded usage of the Come Discover Lakeland video involving voice overs and the production of subject vignettes. Kevin Bailey, board member of the Lakeland Chamber of Commerce, has donated a billboard along I-40 to help promote Lakeland’s economic development initiatives. A strategy and design for the billboard is forthcoming.
Economic Development Efforts
Mr. Muller followed with an update regarding recent economic development efforts. Development plans involving multiple developers are moving forward for a large site at the northeast quadrant of Canada Road and U.S. Highway 64. There should be at least four lots from the total 16.9 acres that will involve businesses that produce both sales taxes and increased property taxes.
Conversations regarding a development concept for the northeast quadrant of I-40 and Canada Road (along Huff N Puff) have also begun. Various owners and stakeholders are involved in the feasibility discussions.
Also, a new Smoothie King will soon be announcing its grand opening on Highway 64 with a ribbon cutting event.
Lakeland Development Codes
Another major initiative to amend and streamline Lakeland’s development codes was discussed. The City has received feedback from many developers that the codes are cumbersome and an obstacle to development.
Typically, a rewrite of development codes involves significant costs. However, Mr. Muller has proposed creating a Development Code Task Force, as a low-cost alternative. The concept would include a task force of seven to nine experienced developers, architects, planner and engineers, along with BOC (Board of Commissioners) members, MPC (Municipal Planning Commission) members and City staff. The task force would discuss current barriers to development and possible solutions.
The objectives of the initiative would include improved, more efficient development codes and a good faith gesture to the regional development community that Lakeland is open for business and eager to help.
In the interim, Planning Director Forrest Owens has been working diligently to refine and streamline building regulations and codes based on feedback provided by developers and stakeholders.
Industrial Development Board
The Industrial Development Board (IDB) met directly following the EDC meeting and began with a discussion led by Al Bright, Jr., IDB advisor.
Lakeland Commons will soon begin development and a formal project manager must be identified to approve draw requests for Tax Increment Financing (TIF) funds. The project manager will be responsible for insuring that all fund requests will qualify as eligible improvements pursuant to the TIF Agreement.
The project manager will also perform follow-up inspections to verify that TIF funds have been utilized properly and said installations have occurred. As a cost-saving effort, Mr. Bright and Mr. Horn have proposed that the City of Lakeland apply with Simmons Bank (financier of the TIF) to be the project manager.
The City Engineer, Emily Harrell, and current City inspectors are qualified to perform these kinds of inspections and will already be onsite performing thorough inspections regularly throughout the process. Since the City is a third party with regard to the developer and the IDB, they should be able to meet all of the regulations and requirements to be project manager. However, the final decision will be made by Simmons Bank.
In the case that the City is not selected to be project manager, the IDB agreed to let the City draft and manage a Request for Qualifications (RFQ) process to identify other appropriate vendors to be considered for project manager.
