Survey to help city improve marketing strategy
Aim is to attract more businesses, residents to Farmington
by Kara Hildreth
Thisweek Newspapers
When area city planners visited the vistas and farmlands in Farmington, many were surprised to discover the vast single-family housing developments and attractive, well-maintained parks.
Five area city planners took a two-hour tour riding in a city parks and recreation van June 18 to visit all sides of the city and fill out a 50-page First Impressions survey.
“They (city planners) look at it differently and they have a quicker focus on what is going on,” said Lee Smick, Farmington city planner. “I was looking for suggestions on what we could expand upon and work on.”
When Smick discovered the First Impressions survey organized by the University of Wisconsin extension office, she knew it could be a valuable feedback tool.
“The survey both helped us as a city staff to realize what opportunities we have here and how to solidify them and have the EDA (Farmington Economic Development Authority) realize them as well,” said Smick.
Challenges
City planners reported the city’s top challenges:
• People perceive the city to be mostly agricultural and not connected to the Twin Cities
• No major industry or job generators
• Unusual city boundaries to maintain city identity
• Not enough retail options to sustain people living in the city
• Lack of nightlife or a real “hook” to entice people to move to Farmington
City assets
City planners rated the top city assets as being well planned, convenient and clean with friendly people and affordable housing.
Other assets were the “phenomenal” new Farmington High School with an “impressive” football stadium. Other perks were city parks and proximity of vistas and rolling farm fields, along with the quality of residential housing.
The survey found the historic Third Street or Main Street is an asset. Many communities are trying to build “artificial town centers” to develop a sense of place because many suburbs were developed as bedroom communities.
Apple Valley City Planner Maggie Dykes was surprised to see new single-family housing.
“I think overall they have done a great job of developing a community and they have a lot of land and know what they need to do in order to achieve their goals and vision,” Dykes said.
Noting how she likes the new city hall and its location across the street from the library, Dykes said there is also evidence of how Farmington has made efforts to preserve the historic downtown district.
“That is a credit to Farmington that it still has a functional and working downtown with offices and services in the downtown area,” Dykes said.
Farmington faces similar challenges that other southern metro cities face, including creating a larger job base for its residents, Dykes said.
Marketing
Planners suggested potential marketing avenues as:
• Attract more industrial parks businesses because land prices are more reasonable than neighboring Lakeville and Eagan
• Dakota County Fairgrounds is located close
• Trout fishing and recreational opportunities in Vermillion River
• Find ways to increase retail and commercial options in downtown
• Further expand industrial development to expand tax base and provide jobs
Survey feedback also suggested the city invest in way-finding signs to direct traffic from the north, east, south and west sides of town to downtown.
When asked “Would you consider locating your retail or service business here?” one planner said if a big box store would locate in Farmington it could essentially capture the entire market since there is no competition.
The First Impressions survey has been forwarded to the Dakota County Regional Chamber and Farmington Downtown Business Association membership. Smick plans to discuss the findings with these groups.
“We need to come up with a brand,” for marketing Farmington, Smick said.
The city logo with the Rambling River Bridge and “A proud past, a promising future” has been around for many years and needs an update, Smick said.
Kara Hildreth is at farmington.thisweek@ecm-inc.com
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