HomeMy WebLinkAboutResolution No. 99-C138RESOLUTION NO. 99-0138
A RESOLUTION OF THE CITY COUNCIL OF CITY OF AZUSA APPROVING
THE RED TEAM VISION AND POSITIONING STRATEGY AS A GUIDE TO DIRECT THE
EFFORTS OF CITY OF AZUSA'S STAFF IN THE MARKETING AND DEVELOPMENT OF
DOWNTOWN AZUSA
WHEREAS, the Downtown Azusa Red Team, consisting of community members and staff, was formed to
assist in the revitalization of Downtown, and
WHEREAS, the Downtown Azusa Red Team worked diligently to prepare a comprehensive vision for the
Downtown, and
WHEREAS, a Vision and Positioning Strategy was received from the Downtown Azusa Red Team to
recommend the revitalization efforts in the downtown area of Azusa, and
WHEREAS, the City Council considered this request on November 1, 1999, and has carefully considered
the recommendations of the Red Team,
NOW THEREFORE, the City Council of the City of Azusa does hereby resolve as follows:
SECTION 1: The City Council hereby approves the Vision and Positioning Strategy for Downtown as
attached in Exhibit A.
SECTION 2: The City of Azusa staff utilize and implement the recommendations set forth in the Red
Team's Vision and Positioning Strategy for the revitalization of the downtown area of Azusa.
AND APPROVED this 1st day of Novembez 1999.
I HEREBY CERTIFY that the foregoing resolution was duly adopted by the City Council of the City of
Azusa at a regular meeting therof, held on the 1st day of November
1999 by the following vote of the Council:
AYES: COUNCILMEMBERS: HARDISON, STANFORD, ROCHA, BEEBE, MADRID
NOES: COUNCILMEMBERS: NONE
ABSENT: COUNCILMEMBER : NONE
ABSTAW n /J CQUNCILMEMB S: PONE
APPROVED AS TO FROM
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City Attorney
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EXHIBIT A.
" Statement of Objectives and Product Positioning"
City of Azusa
Downtown Vision and Positioning Strategy
The Downtown Vision and Positioning Strategy will serve as a guide to direct the efforts of the City of Azusa's
staff in the marketing and development of the downtown area. The strategy is to implement a revitalization
program of the area to create the following emphasis on product positioning:
• Downtown will emphasize the feel of a "plaza," a central focus for people and activity.
• Downtown will be a distinctive attraction, offering a mix of unique retail, entertainment, cultural, dining,
office/studio, live/work and recreational uses. Downtown will capitalize on the historic character and
architecture of a traditional downtown.
• Downtown will particularly seek businesses not typically found in conventional shopping centers,
appealing to entrepreneurs with distinctive products or services.
• Downtown will be aggressively and comprehensively marketed to attract a customer base that appeals
to area residents, with the recognition of the growing middle-class Latino market in Azusa and the San
Gabriel Valley.
The objectives of the strategy are:
• To differentiate Azusa's downtown from competing districts and shopping centers by promoting a
distinct sense of place with unique business and entertainment that appeal to current and emerging
customers, creating a balanced tenant mix of retailers, service, office, cultural and institutional users.
• To increase the occupancy rate from 77% to 90% over a five year period. The benchmark will be the
current occupancy rate as it exists in 1999.
• To increase sales tax production by 10% per year for the next ten years. The benchmark will be the
current sales tax production as it exists in 1999.
• To increase property valuations and rents by 5% per year over a ten year period. The benchmark will be
the current property valuations and rents as they exist in 1999.
• To encourage the construction of a new commercial space, with an emphasis on destination commercial
tenants which will draw customers from a broader trade area, and act as a catalyst for additional business
and development activity.