1. Windsor Economic Development
Strategic Master Plan
Christa Johnson and David Kelley, Town of Windsor
Mary Bosch, Marketek, Inc.
December 3, 2008

2. Project Purpose
Stimulate economic/business
development through creation
and implementation of a
roadmap to expand and diversify
the economy and job base while
improving quality of life and
protecting the environment
Windsor Economic Development Strategic Plan Marketek, Inc. 2

3. Windsor Strategic Planning Process
Economic
Assessment
Industry
Public Input & Cluster
Perceptions Analysis
Visioning & Competitive
Asset Assets
Mapping
Strategy &
Action Plan
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4. Windsor Strategic Planning Phases
Phase 1 – Getting Organized:
Review all existing plans, organize ED Working
Group, site visit, visioning & competitive assessment
Phase 2 – Assessment of Current Conditions:
40 Interviews, business survey, site visit, retail &
industrial analysis
Phase 3 – Strategy Development & Implementation Plan:
5 Action planning meetings, 7 key initiatives, draft
strategies & actions
Windsor Economic Development Strategic Plan Marketek, Inc. 4

5. Windsor’s Economic Development Goals
Retain and Attract Business
Expand Business Resources
Provide Diverse Employment for
Residents
Accommodate Commercial &
Industrial Expansion
Reinforce the Old Downtown as
Heart of Windsor
Maintain and Enhance Windsor’s Quality of Life
Windsor Economic Development Strategic Plan Marketek, Inc. 5

6. Economic Landscape
Industry Cluster Analysis
Retail Market Analysis
Economic & Business Climate
Business Outlook
Windsor Economic Development Strategic Plan Marketek, Inc. 6

7. Industry Cluster Analysis
Industrial Analysis Targets
• Agriculture, Food, Wine & Tourism Employment – 2.5 times national
levels in Sonoma County
• Technology Producing – semiconductors & electronic components,
navigational instruments manufacturing, medical equipment &
supplies
JOBS & BUSINESSES BY INDUSTRY
Town of Windsor
2006
Industry Employees Businesses
The Sonoma Experience 379 21
Technology Producing 30 2
Construction & Green Services 980 116
Creative/Professional 207 35
Health/Wellness 15 1
Retail/Wholesale Trade 1747 70
Windsor Economic Development Strategic Plan Marketek, Inc. 7

8. Industry Cluster Analysis
Windsor Resident Wages
RESIDENT EMPLOYMENT & WAGES
Town of Windsor
2008
2008 Windsor Median Annual
Occupation
Employment Salary/Range
Management, Business & Financial 14.7% $59,010 - $87,048
Professional 21.7% $33,654 - $90,813
Administrative Support 13.9% $34,050
Services 16.5% $18,616 - $43,992
Sales & Related 11.7% $28,766
Farming, Fishing & Forestry 1.2% $19,718
Construction & Extraction 7.4% $50,211
Installation, Maint. & Repair 3.5% $44,512
Production 4.8% $28,725
Transportation & Material Moving 4.6% $28,018
Total 100.0% $36,130
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9. Industry Cluster Analysis
Tourism & Hospitality
Agriculture
Retail Sales
Wine
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10. Retail Market Analysis
Windsor Market Area
• Windsor
• Healdsburg
• Cloverdale
• Middletown
• Calistoga
• Forestville
• Guerneville
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11. Retail Market Analysis
Population
Town of Windsor
• 2008: 25,669 persons in 8,585 households
• 2013: 26,703 persons in Average Annual Population Change, 1990 to 2013
8,923 households 9%
8%
7%
Retail Market Area 6%
5%
• 2008: 113,735 persons 4%
in 42,024 households 3%
2%
• 2013: 117,621 persons 1%
in 43,489 households 0%
Town of Windsor Retail Market Area Sonoma County
1990-2000 Av g. Ann. Change 2000-2008 Av g. Ann. Change
2008-2013 Av g. Ann. Change
Windsor Economic Development Strategic Plan Marketek, Inc. 11

12. Retail Market Analysis
Household Income
Median Income
• Town of Windsor:
Household Income Distribution,
Town of Windsor & Retail Market Area, 2008 $79,674
40% • Retail Market Area:
$67,978
30%
• Sonoma County:
$68,962
20%
Trends
10%
• More high income
0% households in Windsor
Less than $25,000 to $50,000 to $100,000 to $150,000 to $200,000 or than Retail Market Area
$25,000 $49,999 $99,999 $149,999 $199,999 more
and Sonoma County
Town of Windsor Retail Market Area
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13. Retail Market Analysis
Retail Analysis – Leakage or Gap
EXISTING RETAIL BALANCE
Windsor Retail Market Area
2008
Demand Supply Difference
NAICS
(Potential) (Sales) (Leakage/Surplus)
Windsor Retail Market Area
442: Furniture & Home Furnishings Stores $54,159,668 $28,192,888 $25,966,780
443: Electronics & Appliance Stores $39,662,239 $18,207,800 $21,454,439
444: Building Materials, Garden Equip. & Supply Stores $55,867,950 $54,496,077 $1,371,873
445: Food & Beverage Stores $296,352,981 $353,880,934 -$57,527,953
446: Health & Personal Care Stores $57,086,219 $41,290,184 $15,796,035
448: Clothing & Clothing Accessories Stores $73,294,564 $33,715,963 $39,578,601
451: Sporting Goods, Hobby, Book & Music Stores $23,614,865 $64,418,521 -$40,803,656
452: General Merchandise Stores $119,267,848 $64,982,399 $54,285,449
453: Miscellaneous Store Retailers
(florist, office supplies, gift stores, etc.) $28,057,162 $23,200,721 $4,856,441
722: Food Services & Drinking Places $198,799,425 $154,017,563 $44,781,862
Total Leakage $208,091,480
Estimated Supportable Square Footage 924,823
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14. Retail Market Analysis
Retail Analysis – Potential
Windsor Retail Market Opportunities
•Unique specialty POTENTIAL SUPPORTABLE RETAIL SPACE
Windsor Retail Market Area
2008-2018
•Discount
Merchandise/Service Total New
•Big Box Category Supportable Space (SF)
Shoppers Goods 848,003
Potential Supportable New Space
Convenience Goods 111,154
(Retail Market Area)
Restaurants 220,112
• 924,823 SF based on existing
Entertainment 18,294
demand
Personal Services 22,709
• 295,448 SF based on future
demand Total 1,220,272
Windsor Economic Development Strategic Plan Marketek, Inc. 14

15. Economic & Business Climate
Business Climate Factors
• Housing Affordability
• Quality of Life Factors
• Workforce & Education
• Available Space
• Commute Time
• Business Support Resources
• Image & Reputation
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16. Business Outlook
Windsor Business Survey Results (38 responses)
Reasons for Locating in Windsor Recent Business Levels
• Hometown • Steady business - 15
• Demographics & growth • Moderate expansion - 10
• Sense of community • Declining business - 10
How would you characterize your recent business activity level?
Rapid growth
Moderate growth
Steady
Declining
0 2 4 6 8 10 12 14 16
Number of Responses
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17. Business Outlook
73% – Excellent or Good Place to Do Business
Windsor Advantages
• Sense of community & family-
friendly atmosphere
• Business environment & resources
• Location & accessibility
Windsor Disadvantages
• Lack of marketing
• Competition with Santa Rosa
• “No growth” attitude
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18. Business Outlook
Business Survey Results
Improving Windsor’s Business How do you rate your confidence
Climate in Windsor’s economic future?
• Reduce restrictions on businesses
• Increase nightlife at Town Green Don't
know
11%
• Better marketing High
29%
Low
• Business mix – attract local 18%
residents & tourists
Confidence in Windsor
• Moderately confident – 12 Mod-
erate
• Highly confident – 8 42%
• Low confidence – 5
Windsor Economic Development Strategic Plan Marketek, Inc. 18

19. Economic Development Vision Statement
“In the year 2020 Windsor has quietly
distinguished itself as one of the most livable
communities in the Western United States.
Windsor’s success is the direct result of its ability
to take advantage of its location in the heart of
wine country without relinquishing its identity as
a wonderful place to raise families and enjoy a
sense of genuine community…”
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20. Windsor’s Top Competitive Assets
Downtown Windsor Green Construction
and Services
Retail
Development
Agriculture, Food & Wine
Community
Tourism
Leadership
+ Business Climate = Windsor’s 7 Strategic Initiatives
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21. Windsor’s 7 Strategic Initiatives
Organizing for Success Retail Expansion
Green Construction &
Downtown Development
Services
Tourism Industry
Business Climate Expansion
Expansion
Wine & Culinary
Expansion
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22. 1. Organizing For Success
Opportunities Challenges
Better exposure of Improved clarity on
resources & incentives econ dev responsibilities
Excellent partners Limited visibility
Untapped local talent Potential community divide
“We all take pride in living and working here.
Let’s work to engage more of the local
businesses and residents…
More community-bonding is
needed.”
Windsor Business Owner
Windsor Economic Development Master Plan Marketek, Inc.
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23. 1. Organizing For Success
1.1 Roles and Responsibilities
1.1.1 Build Consensus & Adopt Vision for Economic Success
1.1.2 Create Economic Develop. Dept. Organization Chart
1.1.3 Expand Staff Assistance
1.1.4 Create Internal Business Solutions Team
1.1.5 Monitor and Measure Progress on the EDSP
1.2 External Visibility & Collaboration
1.2.1 Communicate Who is in Charge of Economic Development
1.2.2 Promote the Economic Development Strategic Plan
1.2.3 Increase Visibility in Sonoma County Initiatives
1.3 Broaden Leadership Base
1.3.1 Pursue a Community
Leadership Program
Windsor Economic Development Master Plan Marketek, Inc.
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24. 2. Green Construction & Services
Opportunities Challenges
Green practices demand Green industry fast changing,
‘green’ installers multi-faceted
Sonoma County high Stiff competition
visibility in this niche
Mandatory Green Building
Shiloh Sustainable Village Standards add to project costs
High fuel costs inc’d Strict ordinance impact
market for green contractors/homeowners
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25. 2. Green Construction & Services
2.1 Promote Local Green Building
2.1.1 Develop a Green Services Showcase Center
2.1.2 Research a Permanent/Larger Sustainability Complex
2.1.3 Update Website to Highlight Green Services/Activities
2.1.4 Support/Promote Sustainable Demonstration Projects
2.2 Green Incentives
2.2.1 Develop and Actively Market Green Incentives
2.3 Green Building Industry Cluster
2.3.1 Create a Green Building and
Services Cluster Group
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26. 3. Tourism Industry Expansion
Opportunities Challenges
Capitalize on Windsor as Wayfinding signage
overnight, family
Competition
destination
Increase and package family
Capitalize on wine industry
activities
Promote central location
Better promote and link local
Boutique hotel assets
SMART rail line
Windsor Economic Development Strategic Plan Marketek, Inc. 26

27. 3. Tourism Industry Expansion
3.1 Family Destination Branding & Marketing
3.1.1 Brand Windsor as Sonoma’s Premier Family Destination
3.2 Visitor Infrastructure
3.2.1 Create a Windsor Tourism Team
3.2.2 Physical Improvements to Support Tourism Expansion
3.3 Attract Family Venues
3.3.1 Pursue Location of Children’s Museum in Windsor
3.3.2 Develop a Destination Playground
3.4 Boutique Hotel
3.4.1 Conduct Feasibility Study For Boutique Hotel
3.5 Meeting Space Venues
3.5.1 Evaluate Potential for Add’l Meeting Space
3.6 Tourism & Youth
3.6.1 Involve Youth in Tourism
Windsor Economic Development Strategic Plan Marketek, Inc. 27

28. 4. Wine and Culinary Expansion
Opportunities Challenges
Location in heart of Pinot Noir Put Windsor on wine/culinary
map
Events, tasting rooms, cross-
marketing Well organized effort;
incentives
Encourage youth
involvement in food industry Results will
take time
Year-round farmer’s market
Leverage existing
culinary assets to
create new
collaborations
Windsor Economic Development Strategic Plan Marketek, Inc. 28

29. 4. Wine and Culinary Expansion
4.1 Collaboration & Marketing Connections
4.1.1 Organize a Half-Day Facilitated Winemaker Forum
4.1.2 Explore Formation of Windsor Wine & Food Association
4.1.3 Organize a Get Close to Your Food Tour/Camp
4.2 Organize a Signature Windsor Event
4.2.1 Develop an Event Master Plan
4.2.2 Implement Plan for Inaugural Event in
Fall 2009
4.3 Culinary Center
4.3.1 Explore Culinary Collaborative and
Other Partnerships
4.4 Connect to Other Initiatives
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30. 5. Retail Expansion
Opportunities Challenges
Retail leakage; niches to fill Define community desires
(chain vs. independents;
Target prospects to
business types)
locations-business
clustering Population growth limits retail
growth
Small flexible retail space
Need retail recruitment protocol
Youth entrepreneurship &
business incubation Hispanic consumers shopping
out of town
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31. 5. Retail Expansion
5.1 Retail Expansion Program
5.1.1 Develop Targeted Business Recruitment Campaigns
5.2 Commercial Property Inventory
5.2.1 Identify/Inventory Developable Commercial Properties
5.3 Retail Strategy
5.3.1 Develop Market Position/Strategy for
Commercial Areas
5.4 Retail Retention & Expansion
5.4.1 Help Existing Business Succeed and Thrive
5.4.2 Encourage Local Retail Start-Ups
5.5 Local Shopper Attraction
5.5.1 Create Shop Local Campaign w/
6 Mo. Activity Schedule
5.5.2 Develop Survey of Shopping Preferences
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32. 6. Downtown Development
Opportunities Challenges
Completion of Loop Retail Diversity Needed
Prime Development Sites Consensus Needed on
Marketing Plan
Multi-purpose Center
Signage
SMART rail line
High Vacancies
Available space
Business Clustering Needed
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33. 6. Downtown Development
6.1 Create a Sustainable Organization
6.1.1 Implement Practices of a Main Street Program/Org.
6.2 Coordinated Marketing & Promotion
6.2.1 Create Coordinated & Comprehensive Marketing Plan
6.3 Business Attraction Campaigns
6.3.1 Develop Business Attraction Campaigns
6.4 Retail Leasing Strategy
6.4.1 Match Business Prospects to Vacant Properties
6.5 Expand Employment Base
6.5.1 Attract Mid-Size Office Users as Employment Anchors
6.6 Loop Completion & Development Strategy
6.6.1 Create Plan for the Loop and Top Infill Sites
6.7 Multi-Use/Multi-Purpose Center
6.7.1 Conduct Market and Site Feasibility Analysis
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34. 7. Business Climate Expansion
Opportunities Challenges
Streamline Permitting & Limited Inventory of Ready-
Development Procedures to-Go Industrial Land
Address Town’s No Growth Locating Higher Wage,
Image Higher Employee/Acre Cos.
Focused Industrial Retain & Expand
Strategy/Policy Local Businesses
Business License Program Perception of
Business-Unfriendly
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35. 7. Business Climate Expansion
7.1 Business Retention
7.1.1 Continue and Systematize Business Visitation
Program
7.2 Industrial Property Availability
7.2.1 Identify and Maintain Industrial Job Creation Sites
7.2.2 Expand Industrial Land near Conde Lane & Shiloh
Road
7.2.3 Prepare Electronic Property Information Sheets
7.3 Industrial Jobs Growth
7.3.1 Create Policy Encouraging Min. Jobs per Sq. Ft.
7.3.2 Target Developer for Job-Intensive Industrial Park
7.3.3 Monitor Industrial Location Project Leads/RFPs
7.3.4 Promote Windsor as Family Friendly &
Business Ready
7.3.5 Create Email Outreach Program to
Industrial Brokers
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36. 7. Business Climate Expansion
7.4 Image & Positive Messaging
7.4.1 Improve Windsor’s Reputation as Business-Friendly
7.4.2 Train Staff to Work with Businesses
7.4.3 Expand Why Windsor? Section of Econ Dev. Website
7.5 Quality of Life
7.5.1 Invest in Assets and Amenities
7.5.2 Host Sustainable Development
Speaker Series
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37. Windsor Economic Development
Strategic Master Plan
Christa Johnson and David Kelley, Town of Windsor
Mary Bosch, Marketek, Inc.
December 3, 2008