Niwot LID board considers 2021 marketing plan

At the final monthly meeting of 2020, the Niwot Local Improvement District's Advisory Committee met virtually to consider two funding requests related to marketing and economic development in 2021.

Treasurer's Report

But before the fun could get underway, the board heard from LID Treasurer Bruce Rabeler with an update on the district's finances through the end of November. To date, the board has approved $254,303.08 in funding requests in 2020, including $101,512 for the public parking lot. This exceeded the 2020 budget allotment by $104,990.08. To fund the shortfall, the board will need to seek a supplemental allotment from the district's capital reserve balance, which is approximately $220,620. With no further funding requests expected in 2020, Rabeler doesn't anticipate much change in the final totals.

The figures are not quite as up-to-date on the revenue side, as reports from the state of Colorado and Boulder County have been delayed by several weeks. According to the latest figures, the district earned $20,212 in August 2020, bringing the total revenue for the year to $136,444, a 4.5 percent increase over the same period in 2019. However, as reported in October, this amount could be inflated by as much as 15% due to a potential collection error that remains under investigation by the state.

Looking ahead, the 2021 budget amount will remain the same as 2020 ($149,313), due to the uncertainty surrounding the revenue total. Typically, the district's annual budget is set at 80% of the previous year's collections, but it seems that the total won't be known with certainty by the end of 2020.

Funding Requests

Economic Development Director Catherine McHale appeared on behalf of the Niwot Business Association with both of the month's funding requests: $25,000 to fund her position for 2021, and $9,541.75 to fund the town's marketing and advertising expenses through the first quarter of the new year.

To support her case for the first request, McHale updated the board on her 2020 development efforts, which have focused as much on keeping existing Niwot businesses open as in bringing new ones to town. Nonetheless, there were still some of the latter, most recently the micro-retail Little Holiday Shops of Niwot in Cottonwood Square. The past year has also seen a new retail outlet on 2nd Avenue, Few of a Kind Vintage, and a new tenant, Harness Energy, in the former Excel Electric space. McHale also reported success with a recent "Small is beautiful" Facebook campaign aimed at prospective small business tenants.

McHale then discussed her role in supporting NBA members and local businesses through monthly newsletters and other informational emails, particularly as it relates to pandemic relief programs and assistance organizations. She also regularly conducts outreach with local business owners on marketing and advertising.

McHale updated the board on the retooled marketing campaigns she has launched in hopes of boosting Niwot's small retailers and restaurants after the stay-at-home orders issued during March and April, including the Niwot tasting tour, a campaign designed to encourage loyalty to local outlets. It was launched in the image of McHale's Shop Niwot Love Niwot Passport event, a month-long shopping and dining reward program that had the misfortune to debut at the beginning of March.

"This was my wonderful project, the worst-timed big campaign ever," she said. "I spent all of January and February preparing, and a couple of weeks later we were all in lockdown... It didn't have the effect we wanted because of the timing, but five people still handed them in. It is what it is, but I found quite a few lessons there, and it influenced some of the things I did tactically later in the year."

McHale also launched a "Keep Niwot Strong" campaign in print and on social media to help keep the community informed about changes in business services and hours, as well as the numerous informal outdoor events that sprang up over the spring and summer. She even dabbled in direct mail, with a holiday shopping postcard sent to households in Niwot and south Longmont in mid-November.

During the discussion following McHale's presentation, several on the board, including business owners Rabeler (Little Bird), Eric Bergeson (Niwot Wheel Works), and Cornelia Sawle (Niwot Inn), praised McHale's efforts to keep the town "busy and active" in challenging times.

"It's been really impressive to see all the energy and creativity that has come in during this horrible period," LID Chair Laura Skaggs said. "I feel it's an exciting town, and to stay exciting and upbeat in these days is no small feat. I think that's what you're communicating about Niwot, and I think that's terrific."

The request was approved by a unanimous vote.

"Of course, I know you all know that there are so many other people who are doing so much," McHale said afterwards. "That's how it goes in Niwot. I just write the report. But there are so many other things, like the sidewalk sales, and all the bits and pieces."

McHale then turned her focus to the NBA's proposed marketing efforts for 2021, with a request for just under $10,000 to help fund the first quarter of anticipated expenses, which she projects will total $46,167 for the year. That will cover social media and website services; print advertising in local publications, including the Left Hand Valley Courier, as well as boosted Facebook campaigns. It also covers recurring printing and mailing expenses, as well as technology expenses such as email services, and ongoing computer and internet expenses. The NBA will be contributing $8,000, bringing the LID's expected contribution for the year to $38,167. By comparison, her projected budget in 2020 was $35,823 and $30,749 in 2019.

McHale's specific plans for 2021 tentatively include a "Jump Start January" campaign focused on fitness and wellness, a new version of the Niwot map, and new video content, which was hard to produce in 2020 due to restrictions. She also hopes to run another passport campaign when conditions are more favorable, though she cautioned it's been difficult to pin down details in the fast-changing health conditions.

"We know we want to do something, but we don't know quite what it's going to be," she said of plans for later in 2021. "Things will change, and we're probably going to have to think on our feet. But it's going to be themed around promoting loyalty, awareness of downtown, arts, and events that are happening, as well as supporting businesses,"

In the discussion that followed, committee members were again generally supportive. The request was then approved unanimously.

New Business

County liaison Mark Ruzzin announced that Boulder County's biannual recruiting period for advisory boards and committees will open on Dec.11 and run through Jan. 15, 2021. There will be three vacancies on the LID board, after terms expire for business members Bruce Warren and Mary Coonce and resident Jim Eastman at the end of February. Coonce, who replaced Harris Faberman in late 2018, is eligible to apply for a second five-year term, but Eastman and Warren have each served a limit of two terms, and will have to be replaced.

Due to the pandemic, the entire application process will be held virtually, including interviews with the commissioners. Ruzzin expects the new members to be appointed some time in February, so new members will be in place for the monthly meeting in March. For more information, visit the county's Advisory Board and Commissions page after Dec. 11.

Parking lot update

In old business, Warren provided an update on the construction of the new parking lot west of Murray Street in old town Niwot. He reported that the NBA is working with the general contractor, Whitestone Construction, to refine the plans. They are also working with county planning staff to complete the development agreement and secure building permits.

"It's coming together really well," Warren said. "We're moving forward, but it's always slower than you expect.... I think it will go smoothly once we get going."

The LID advisory committee will hold its next monthly meeting in virtual format on Tuesday, Jan. 5, 2021 at 7 p.m.