PROPOSAL FOR:
THE CITY OF
FORT BRAGG,
CALIFORNIA
800.851.0962 TheRetailCoach.net
Austin, Texas
Dallas, Texas
Tupelo, Mississippi
RETAIL RECRUITMENT
CONSULTING SERVICES
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 2
The Retail Coach is submitting this proposal for
Retail Recruitment Consulting Services
for the City of Fort Bragg, California.
Our goal is not only to aid the Fort Bragg in preparing and executing a Retail Market Analysis + Recruitment Strategy, but to continue assisting local leadership via long-term partnership and to capture sales tax leakage and further improve quality of life for residents by bringing in new retail, restaurant, entertainment, and service options.
The most important aspect of any Retail Market Analysis is its ultimate application and resulting impacts. Our approach has always been action-oriented to ensure that market reports are not placed on a shelf to collect dust. Working with all project team members, local stakeholders, and public officials is a critical component in which The Retail Coach is experienced and well-equipped to execute.
• Research and analyze the community’s
unique retail market to identify retail
gaps and growth opportunities.
• Determine Fort Bragg’s viable retail
market potential & its relationship with
other industries.
• Identify key retail, restaurant, and
entertainment concepts & targets that
align with the community's vision.
• Proactively recruit new businesses
with transparency and dedication to
communication.
• Provide feedback on retail expansion,
market trends, and the retail site
selection process.
• Act as an extension of City staff to
provide coaching for retail economic
development initiatives, including retail
recruitment training.
• Represent, prepare, and assist city
leadership at ICSC and other industry
events.
• Provide ongoing support for business
and industry recruitment and
community development.
Executive Summary:
Retail Recruitment
Goals & Objectives:
PROJECT UNDERSTANDING + PROPOSED APPROACH
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 3
For over 26 years, The Retail Coach has been the premier national retail recruitment partner for municipalities, economic development organizations, and development firms.
We are the nation's leading retail recruitment, market analysis, and development firm. Our approach combines strategy, technology, and creative marketing to execute high-impact retail recruitment strategies for local governments, chambers of commerce, and economic development organizations.
Having worked more than 900 assignments in 43 states, our recruitment approach is simple - do what you say you are going to do, execute at the highest level possible, and constantly communicate findings and results to our clients. This approach has proven successful, leading to multiple assignments with more than 90% of our clients.
We Recruit Retail.
$600 Million
IN NEW SALES TAX
GENERATED
Our work has generated
more than $600 Million
in sales tax for our client
communities in the
past 5 years.
94%
REPEAT CLIENT RATE
Over 90% of our clients
choose to continue
working with us after the
initial contract period.
6 Million +
SQUARE FEET OF NEW
RETAIL RECRUITED
We have recruited more
than 6 million square feet
of new retail to client
communities in the
past 5 years.
EXPERIENCE + QUALIFICATIONS
PROVEN SUCCESS FOR CLIENT COMMUNITIES
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 4
More Than 6 Million SF of
New Retail Recruited in the
Last 5 Years
RECENT RECRUITMENT SUCCESSES
Our proven Retail:360® Process has been instrumental in recruiting new retailers and developers to our client communities.
PLUS HUNDREDS MORE THROUGHOUT THE COUNTRY
McKinney, TX Los Angeles County, CA Lancaster, CA & Pella, IA Laguna Niguel, CA Orange County, CA Lakeport, CA
THE RETAIL COACH PROFILE
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 5
EXPERIENCE + QUALIFICATIONS
More Than 900
Client Communities
Served Across
43 States
National Expertise.
Local Focus.
Our work throughout the country allows our team to stay current on retail trends and deepen our relationships with national and regional brands.
These relationships create unique opportunities for our client communities. When brands begin planning to expand into new markets, we are often one of the first to know. Retailers and tenant representatives will frequently look at our client list or ask our team for prospective markets to consider.
900+
COMMUNITIES SERVED
43 STATES WE’VE WORKED IN
90% +
REPEAT CLIENT RATE
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 6
What Makes Us Different?
Recruitment
Done
Right.
No Development.
No Brokerage.
No Conflicts of Interest.
We are Consultants. Not Brokers.
We pride ourselves on being consultants, not
brokers. We only do what is in the best interest of
our client communities and their future growth.
We don't take shortcuts or go with the path of
least resistance to fill retail spaces.
RECOGNIZED AS LEADING INDUSTRY EXPERTS AND FEATURED PRESENTERS FOR:
Our Team is Your Team
We take a partnership approach and become an
extension of your team. Our clients are invited to
participate in the recruitment process, allowing
you to learn and expand your network.
Full Transparency
We track recruitment activity and prospect
feedback in your custom retail recruitment
dashboard and host monthly calls with your team
to keep you updated on progress.
Experienced & Connected
We pioneered the retail recruitment industry
more than 20 years ago and leverage more than
two decades of experience and relationships to
help drive retail growth in your community.
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 7
Charles oversees The Retail Coach projects across the
country, in addition to the Retail Recruitment Training and Downtown Programs. He is located in our Dallas
office and will be the primary contact for your project.
PROJECT LEAD LEADERSHIP & PROJECT STRATEGY
With more than 50 combined years of retail development
experience, Kelly and Aaron play an integral role in every project for The Retail Coach. This includes in-depth market analyses, recruitment strategies, and development plans for our clients.
Jean and Keith manage our strategic relationships with
national and regional retailers, brokers, site selectors, and development partners. They assists with our
recruitment process, including the site submission
process and capturing retailer feedback.
Charles Parker
Project Director
Kelly Cofer
Founder & CEO
Aaron Farmer
President
Matthew employs cutting-edge, GPS-based market
data to pinpoint true opportunity in retail markets. He provides the latest retail trade area data and prepares our clients' market reports, data sets, and assists with GIS mapping.
DATA & MARKET RESEARCH
Matthew Lautensack
Director of Data/Research
Nancy supports all projects by managing client invoicing and contract needs as well as marketing, promotional,
and graphic design support.
Nancy Herbert
Director of Finance
ADMINISTRATIVE SUPPORT
Jean Totten
Recruitment Specialist
STRATEGY & RECRUITMENT
Keith Rinehart
Recruitment Specialist
THE RETAIL COACH PROFILE
Key Personnel
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 8
Charles Parker | Project Director
Charles oversees projects for The Retail Coach nation-wide, and will be the primary point of contact for this project. He has over ten years of experience in the fields of economic research, development, and entrepreneurship; and his work in client communities has led to the recruitment of numerous brands including Hobby Lobby, Marshall’s, Five Below, Planet Fitness, Eggs Up Grill, Popeye’s, Sonic, and Sprout’s. Additionally, Charles is the lead instructor of the MASC Retail Recruitment Training Program as well as annual instructor at multiple IEDC Basic Economic Development Courses across the country.
Prior to joining The Retail Coach, Charles served as a leading Researcher at Mississippi State University where he focused on economic impacts analyses of tourism and outdoor recreation on municipalities.
The McKinney, Texas native earned his Master of Business Administration and Master of Science degrees from Mississippi State University. Charles is an active member of the International Council of Shopping Centers and Main Street America, and is a frequent speaker at conferences, municipal leagues, and economic organizations.
Aaron Farmer | President
With a degree in Marketing from The Mays Business School at Texas A&M University in College Station and an MBA from Texas A&M University – Commerce, Aaron brings to The Retail Coach knowledge of the most current research on retail and marketing trends.
Prior to joining The Retail Coach, Aaron was employed in marketing research and retail development where he worked on projects for some of America’s leading retailers and restaurants including FedEx, Kinkos, Sally Beauty Supply, Adidas, Concentra and the National American Association of Subway Franchises (NAASF).
His expertise touches each step of a project from the initial trade area determination to the actual recruitment of retailers. Aaron is a sought after speaker for industry organizations throughout the country.
Your Project Team
EXPERIENCE + QUALIFICATIONS
Kelly Cofer | Founder & CEO
C. Kelly Cofer leads The Retail Coach with more than 30 years of experience in all aspects of retail real estate and economic development.
Kelly’s professional background encompasses market research and site selection, advisory and leasing services, and property brokerage and development for leading national retailers and restaurants in more than 150 cities throughout the United States.
He has earned the prestigious Certified Commercial Investment Member (CCIM) designation from the Chicago-based Commercial Investment Real Estate Institute and attended the Economic Development Institute at the University of Oklahoma. Kelly holds a Bachelor of Science degree from Texas A&M University in College Station.
PROJECT LEAD
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 9
Your Project Team
EXPERIENCE + QUALIFICATIONS
Caroline Harrelson | Strategy Director
Caroline Harrelson focuses on key strategic planning for clients and manages The Retail Coach relationships with commercial real estate professionals across the country.
Prior to joining The Retail Coach she was the Director of International Services at Mississippi State University where she managed various international projects bringing a broader approach to The Retail Coach retail economic development recruitment methods.
Caroline holds a Masters in Public Policy and Administration combined with almost 10 years in upper administration and project management.
Jean Totten | Retail Recruitment Specialist
Jean Totten brings a wealth of knowledge and expertise in economic development and community leadership to her role as Recruitment Specialist. With years of experience helping communities grow and thrive, Jean has successfully collaborated with local governments, businesses, and organizations to drive economic growth and foster sustainable development.
Her passion for building strong, resilient communities makes her a valuable asset to The Retail Coach team.
Keith Rinehart | Retail Recruitment Specialist
Keith brings over 32 years of expertise in community and economic development to his role as Recruitment Specialist. With a strong track record in effective communication, active listening, community and economic development, it is his mission to build strong relationships with retailers, site selectors, developers, and brokers to support retail growth in client communities and to make a positive and lasting difference in the lives of the communities he serves. Keith holds a Kinesiology Degree from Angelo State University with a double minor in English and Journalism.
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 10
Scope of
Work
Retail Recruitment Strategy
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 11
Retail Market Analysis
Custom Retail Trade Area Analysis + Mobile Location Data Mobile Location Data has become a powerful tool for retail, restaurant, and entertainment concept site selection processes. We will utilize data to confirm the primary retail trade area, but also to evaluate specific location consumer draw and performance. This can also be helpful for existing businesses to know how they stack up against their competition and to visualize cannibalization.
Demographic + Psychographic Analysis
Our demographic profiles include population and projected population growth, ethnicity, average and median household incomes, median age, households and household growth, and educational attainment.
We will create comprehensive 2020 Census, 2026, and 2031 Demographic Profiles for the Retail Trade Area and the community, including Drive-Times and Radials.
Retail GAP/Leakage Analysis, Demand Analyses + Consumer Expenditures Report One way to quantify retail demand is through a Retail Demand Analysis, which provides a summary of the primary projected retail demand growth — or opportunities — for 68 retail sectors. The analysis is ultimately used to identify recruitment targets for the community. The Retail Coach will also compare the demand to current sales projects to generate a GAP or retail leakage report. This will help identify which sectors are strengths or currently under served by the existing retail market. Additionally, TRC will provide a consumer expenditures report that highlight how local consumer spending compares to national averages across specific categories. These analyses will provide insight on which brands/concepts are missing or need to be emphasized more to attract complementary businesses.
SCOPE OF WORK
Mobile Data for Location Decisions:
We will utilize mobile location technology that
analyzes retail location and behavioral data collected
from mobile devices to determine consumer visits to
key destinations in Fort Bragg.
This high-confidence data is used to verify Retail Trade Areas and validate retail site selection decisions.
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 12
Retail Recruitment Strategy
Retail Void + Fusion Analysis
Existing retailers and restaurants help set the stage for new business attraction. Understanding where brands have already located and how they choose to co-locate with other concepts is critical to understanding an area's potential and crafting a recruitment narrative. The Retail Coach will execute void analysis and fusion analysis (co-tenant evaluation) to determine potential fits for each community.
Retail Match List
The Retail Coach will target national and regional retail brands that are a good “fit” for the community.
This means that the Retail Trade Area population, disposable incomes, consumer spending habits, and education levels meet the retailers’ ideal location criteria. We will develop and review a master list of potential retailers with local leadership and work together to prepare a final target list.
Site Inventory
Retailers are interested not only in the market data on your community, but also in evaluating all available property vacancies and sites that fit their location preferences. Successful retail recruitment begins to happen with the introduction of available sites. We will identify priority retail vacancies and development/ redevelopment sites to market, as well as evaluate their highest and best use.
Local Stakeholder Engagement
Local buy-in is a must have for communities looking to build a comprehensive recruitment program. The Retail Coach will meet with local property owners, franchisees, brokers, and other stakeholders to assist with their ongoing projects or goals and to make direct introductions with targets brand representatives.
SCOPE OF WORK
Understanding Retail
Real Estate Availability
We will examine potential locations
for a mix of retail, restaurant,
hospitality, and entertainment uses
to better understand the opportunity
for new brands to enter your market.
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 13
Marketing + Recruitment
Recruitment of Retailers + Developers ( + Other Site Selectors) The Retail Coach is the first national retail recruitment firm to introduce retailer and developer recruitment specifically for communities. Twenty-six years and 900 projects later, the recruitment of retailers remains one of the primary metrics of success. Today, our experience has proven that a community must move beyond just gathering data sets, and proactively recruit retail.
Our team will conduct outreach to corporate real estate teams, brokers, tenant reps, property owners, franchise groups, and any other real estate professionals involved in the site selection process to gather feedback for the economic development team.
We will actively recruit retailers on the City’s behalf. Our retailer recruitment process includes:
1. Introductory emails and retail market profile are sent to each targeted retailer
2. Personal phone calls are placed to measure interest level
3. Personal emails and retailer feasibility packages are sent to each targeted retailer
4. Personal emails and retail site profiles for prime vacancies are sent to targeted retailers
5. Personal emails are sent to inform targeted retailers of significant market changes
6. Follow-up are conducted at least once per quarter to continue gauging interest levels
7. Target status reports are included in the Retail Recruitment Tracking Platform
8. Commercial Real Estate Conference Representation
Recruitment is a relationships business, and retail conferences are essential to getting in front of and forging relationships with key site selectors and decision makers. Having a prominent presence at ICSC and Retail LIVE events has been a staple for The Retail Coach for over 26 years. In our partnership, we will assist in marketing each community - and its vacancies and sites - to retailers, developers, and brokers at retail industry conferences.
For any City Staff attending, TRC will assist with conference planning and setting appointments. The Retail Coach will represent the City at these events, but also invite the City to participate in any meeting to engage directly with key decision makers and enhance long-term relationships.
Key Events: ICSC Las Vegas, ICSC Western, ICSC Monterey; Retail LIVE!; ICSC Retail Forward; ACRE Recruitment Toolkit + Support
Having effective marketing material is essential. The Retail Coach can prepare concise, impactful deliverables that properly illustrate the potential in each community that staff can use to assist ongoing recruitment efforts, including the Retail360 Online Dashboard.
SCOPE OF WORK
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 14
Coaching + Ongoing Support
Retail Recruitment Tracking Platform + Information Exchange To ensure transparency, The Retail Coach will provide a Live Retail Tracking form for City staff to access 24/7 to report the status of ongoing recruitment discussions and points of contact (along with contact information).
This platform will also host all deliverables to be downloaded by City Staff, information on key sites and analysis
Monthly Update Calls
To keep clear and open lines of communication, The Retail Coach will set monthly Zoom meetings with City staff to discuss updates, retailer feedback, and strategy. Additionally, our team is always available on demand to brainstorm, connect with personnel, or otherwise be a resource to City staff. Project Lead and Support Staff’s direct contact information with be shared to ensure full access and support.
Visible Presence
Being a part of your team means being seen. The Retail Coach will make at least two trips to Fort Bragg during the 12 month engagement to meet with city staff, prospective retail site selectors, developers, local property owners, and to host workshops for stakeholders.
Data Access
The Retail Coach implements a number of data sources and providers into our recruitment strategy. As such, our clients can gain unlimited access to GIS and data reports from the following: Claritas; ESRI ArcGIS & Business Analyst; AGS & Inrex via SitesUSA; Retail Lease Trac; CoStar/LoopNet; Seamless; Unacast; BLS; Census Bureau; and State DOTs.
Retail Coaching
Setting up communities for long-term success is our priority. We will work with city staff and conduct workshops to educate and provide resources to that the city can build off the momentum generated by recruitment efforts. Workshop topics can included Best Practices for Retail Recruitment (including prompts, scripts, and trade show activities), Review of the Site Selection Process, Explanation of the Development Process, Retail Real Estate 101, and guidance/case studies on business attraction incentives.
SCOPE OF WORK
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 15
Deliverables & Pricing
Terms (12-month Agreement) :
The total fee for completion of this work is $24,000 (+ expenses), payable in two (2) installments:
• $12,000 upon execution of contract;
• $12,000 at 180 days following execution of contract
If Fort Bragg elects to extend the agreement, the additional fee shall be $20,000 (+ expenses) for each additional 12 month period of data updates, recruitment, and coaching.
Reimbursable Project Expenses:
It is estimated that reimbursable expenses will not exceed $3,500. Reimbursable expenses include all travel costs; any costs associated with special renderings / maps; copies of reports, drawings, maps; and any shipping costs. Costs are billed as incurred. $24,000
Plus up to $3,500
reimbursable expenses.
Not to Exceed Price:
$27,500
Retail Market Analysis
Retail Recruitment Strategy
Marketing + Recruitment
Coaching + Ongoing Support
Mobile Location Data Analysis
Custom Retail Trade Area
Demographic / Population Profile
Psychographic Profile
Retail Demand + GAP Analysis
Existing Retailer Map
Retail Void Analysis
Retail Fusion Analysis
Retail Match List
Retail Site Identification and
Inventory
Proactive Retail Recruitment
National + Regional Retail Conference
Representation
Retail Marketing Profiles
Retail:360® Dashboard
Retailer-Specific Feasibility Packages
Engagement with Local Stakeholders
Monthly Update Conference Calls
Retail Recruitment Tracking Form
Two Trips to market by TRC Staff
Unlimited Access to TRC Staff
Other Reports as needed
PROPOSAL COST + TIMELINE
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 16
Project Timeline
PROPOSAL COST + TIMELINE
Kick-Off Meeting
Project kick-off call with
key staff and stakeholders.
• Review timeline, goals,
and objectives with
project team
• Discuss priority sites
and key areas of focus
Research &
Market Analysis
On-the-ground market
analysis and consumer
data collection.
• Retail Market Analysis
• Demographics &
Psychographics
• Primary & Secondary
Retail Trade Areas
• Retail Demand Analysis
• Retailer Match List
Marketing &
Branded Reports
Development of key
marketing materials
used to promote the
community.
• Retailer & Developer
Feasibility Packages
• Retail Market Profile
• Retail Site Profiles
Recruitment &
Ongoing Support
Active recruitment of
retailers and developers
through the remainder of
the agreement.
• Recruitment Status
Dashboard
• Monthly Recruitment
Update Meetings
• Representation at
National & Regional
Retail Conferences
Execution of
Agreement
30-45 Days from
Kick-Off
60-90 Days
From Kick-Off
Remainder of
Agreement
Project Reporting
We will provide written or
electronic updates on a
monthly basis and hold monthly
recruitment updates with City
staff once recruitment has
begun.
Community Trips
We will make at least two (2)
trips to Fort Bragg during the
project.
Project Timeline
We are available to begin
work immediately upon
agreement of terms with
a project duration of 12
calendar months.
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 17
California Presence
EXPERIENCE + QUALIFICATIONS
“The Retail Coach is the perfect solution for our needs. They provide high-quality data that helps us sell our market to retailers and helps supplement our economic development team. They truly are an extension of our team and have helped us land retailers that we've been trying to get to the market for years. They are also very responsive and help us get the data we need quickly." Scott Agajanian
Assistant City Manager
City of Murrieta, California
[email protected]
o. 951-461-6003
“...The Retail Coach [have] proven themselves as a great partner for the City and helped open many doors with retailers and developers that we weren't able to reach before. We have worked with other retail consultants and the level of expertise and support from The Retail Coach team has far exceeded what we've gotten from the other firms we've worked with. We already highly recommend them.” Tara Magner
Economic Development & Special Projects Administrator
City of San Jacinto, California
[email protected]
o. 951-487-7330
Other Recent Projects:
Bakersfield
Beaumont
Coachella
Corona
Desert Hot Springs
Farmersville
Fullerton
Galt
Gilroy
Indio
Lakeport
Laguna Beach
Merced
Palm Desert
Ranch Cucamonga
Roseville
Santa Cruz
Stanton
Tracy
Victorville
“The Retail Coach is hands-down one of the best consultant teams of any kind that our team has had the pleasure of working with. Their extensive expertise and nationwide connections with site selectors, developers, and major chains have opened up new doors for the City of Lancaster, allowing us to take our recruitment efforts to the next level and collaborate with brands that hadn’t previously considered our market. They work as an extension of our staff, anticipating needs and freeing up inhouse staff time. I can’t recommend the Retail Coach highly enough.” Chenin Dow
(Former) Manager, Economic Development
City of Lancaster, California
Current Director of Community Development
City of Santa Maria
800.851.0962 TheRetailCoach.net
Austin, Texas
Dallas, Texas
Tupelo, Mississippi
Contacts:
CHARLES PARKER
Vice President
c: 662.231.9078
e:[email protected]