When a large economic development project is announced,
many often assume that the happy result came from someone going out making
their best sales pitch to reel in that company.
Perhaps that is true, but nothing can out-sell the lack of product in a
community. A successful sales pitch is
only made possible as a result of a community investing in infrastructure and
landowners and developers supporting land assembly.
The commitment to the development process rather than just the sell
is called “positioning”. The
salesperson, usually an economic developer or appointed community leader, is often
the most visible participant in the final stages of the deal when the project
is introduced to the community. But the
years of investment by multiple partners which preceded the business project is
the most important component of the deal.
Usually communities make investments years in advance not even knowing
what companies they will secure in the community, or even target, but still
make these investments with the mindset that companies need access to utilities,
transportation and land.
Without a plan to connect utilities or support the usage
demands of a commercial or industrial client, the effort to recruit business is
all for naught. Similarly, unless there
is a landowner willing to work with a community to receive the infrastructure
or sell to an interested business investor, the salesperson trying to bring in business
is better off watching re-runs of Super Bowl XLVIII than trying to recruit
jobs.
As an example, during the summer of 2011, Cumming made a
big announcement that they were taking a major step forward to grow as a
community. Two years later, people often
ask me “What happened to Cumming?” The
community is positioning themselves to reach their potential, I respond, and
the city leaders no doubt are committed to community growth through those
investments. While this might not be the
gazelle approach that many of us would like, it is the more responsible and
thoughtful approach – and it will pay off.
At present Cumming is working to invest in a Phase Two
wastewater project which will allow the original part of their community to be
connected to the Wastewater Reclamation Authority which has the additional
benefit of predicating a Phase Three extension towards Interstate 35. Properties in the latter area have been
called by some area leaders as the most attractive parcels for development in
the Des Moines Metro region.
Another example is Summercrest Park in Indianola. Developers have successfully landed a number
of great employers for our community.
But without the cooperation of the Picken family, or partnerships
between the City and utility partners along with the expanding businesses in
that park, nothing would differentiate the land on the north side of Indianola
from anyone else’s land.
Developers with properties along the Highway 5 bypass,
including Warren County sites in Carlisle and Des Moines, hope for similar
results as they “position” their properties for success. One way to position Highway 5 is to re-designate
this section of highway to a new interstate highway, which has the support of a
large regional coalition which includes Warren County. Even if we have the best campaigns and spend
the most dollars to attract activity to Warren County, we can only sustain
success for the long-term by working and planning methodically in this matter.
