The Central Texas
Technology Center is a regional workforce development center for New
Braunfels, Seguin, and the regional area. The CTTC focuses on
training the local workforce on emerging occupations that stimulate
economic development. The center also has begun a New Braunfels
Manufacturing Academy that trains local high school students in
various manufacturing skills and provides them employment and
internships during the summer.
·
Recruit, expand and retain primary industries that
pay above-average wages.
-
Priority for
incentives will be given to those companies that pay above
the average county wage, currently over $15 per hour.
Priority will also be given to those companies that produce
non-commodities that are not labor intensive but promote
sustainable communities.
·
Identify needs of regional and national tenants
o
The community has taken great strides in recent years
in attracting major shopping center and multi-use developments. The
community will assist with tenant recruitment at targeted venues.
(i.e. Global Retain Convention (RECoN) in Las Vegas, NV; sponsored
by the International Council of Shopping Centers (ICSC)).
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Current Status
Until 2004, there
was no separation from the city’s tourism brand and New Braunfels
had been identified as a tourist destination and experienced a lack
of brand/identity to attract primary employers. The majority of net
migrating businesses relocating to New Braunfels do so based on
their own research and discovered low operating and housing costs.
With the
population expected to double by the year 2040, increased global
competition and growing gas and oil prices, the need to supply the
local population with high-paying jobs became a primary factor and
New Braunfels began to actively pursue a diverse group of employers.
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Overview: Strength and
Weaknesses
Strengths
·
Strategic Location
o
On IH-35 between Austin and San Antonio and 10 minutes
from IH-10
o
Less than 60 minutes from the Toyota Manufacturing
Facility
o
Two and one-half hours to the Port of Houston and Port
of Corpus Christi
o
One-day drive to trade gateways into Mexico, Central
and South America
o
30-minutes from the Inland Port of San Antonio
o
Home to Ashley Furniture Distribution Center, Coleman
Corporation, HD Supply and Walmart Distribution Center
·
Business Advantages
o
Low city and county taxes
o
Aggressive incentive packages fashioned specifically
for individual business needs
o
Fast track permitting through city planning and
development
o
Economic Development partnership with the city and
private sector
·
Skilled, Available Workforce
o
More than 400,000 strong in workforce within 30-minute
drive time
o
Central Texas Technology Center, local workforce
training campus. Located at the New Braunfels Airport
o
Top ranking, world-renowned colleges and universities
within 30-minute drive
o
Multicultural workforce, highly skilled, dedicated,
with a strong work ethic
·
Unique Quality of Life
o
State recognized public, private and parochial schools
o
State-of-the-art health care providers and facilities
o
Two rivers, a lake and America’s #1 waterpark provide
recreational fun and beauty year-round.
o
Local celebrations and festivals emphasize the
importance of family, heritage and community
Weaknesses
·
Perception that white-collar labor force is only available in the
larger cities
·
Considered mainly a tourist town
·
Lack of “shovel-ready” sites and buildings
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Target Audience
Site Selectors,
CEO’s/CFO’s and commercial real-estate professionals representing
the following industries as determined by TIP Strategies, an
Austin-based business and economic development consulting firm.
·
Logistics/Distribution
With Texas emerging as a logistics center due to the NAFTA trade,
and employment forecasts calls for continued growth along the San
Antonio-Austin corridor, the logistics/distribution industry is on a
continued growth pattern and can easily be linked to other targets
such as automotive and specialty foods. Potential niches include
specialized trucking and warehousing, automotive parts distribution
and food distribution. New Braunfels has an excellent transportation
infrastructure, access to major growing markets and a proven
distribution hub (HEB, Wal-Mart, Ashley Furniture)
·
Specialty Foods
The
Specialty Foods market is one of the few fastest growing
manufacturing industries within the industry and the U.S. still
remains competitive in both commodities and salary wages. Plentiful
target opportunities have been identified and potential niches
include the Hispanic market, snack foods, frozen specialty foods and
organics/locally grown. With an available semi-skilled workforce,
and regional population diversity, there is a large regional labor
pool with access to Toyota and other growing consumer markets along
the I-35 and 1-10 corridors.
·
Automotive Suppliers
The
shift in the automotive industry has turned toward the South and
Southwest U.S. and additional announcements in Texas are likely in
the next few years. These jobs offer higher manufacturing wages and
can be considered a gateway to avionics/aeronautics. Potential
niches include Toyota suppliers, stampings, automotive plastics,
automotive electronics and instruments.
·
Telecom/Information
Within the industry of Telecom/Information, strong growth forecasts
along the San Antonio-Austin corridor is expected. Bringing in
higher wages, this industry helps to fill gaps in regional economies
and can be considered a gateway to the professional services
industry. Potential niches include data storage and processing; call
centers/back office and telecom and gives the ability to let
commuters work at home. Growing educated population.
·
Aviation-Related Activities
Signs
point to a recovery in the aerospace industry and the U.S. is still
a global leader. Increasing trends in aviation outsourcing can bring
greater opportunities for recruitment. Potential niches include
parts suppliers, aircraft maintenance, repair and operations (MRO)
services, aircraft rebuilding, avionics (electronic equipment) and
general or corporate aviation.
With companies such as Microsoft, National Security Agency, Stream
Realty, Christus Health and Lowe’s forming a large data center
cluster just 30-minutes south in San Antonio; a high-wage,
reciprocal-skilled workforce will emerge and expand throughout the
region. New Braunfels is credited with low power rates with
certified consistent supply, fiber infrastructure and a stable,
modern environment free from environment hazards. Potential target
companies include those looking for a build-to-suit option due to
the high availability of shovel-ready sites.
-
Healthcare & Related Medical Technologies
Workforce shortages have become critical in the healthcare & related
medical fields. Development of a partnership with healthcare
providers, local educators, and the Central Texas Technology Center
can provide support. Potential programs can encourage, recruit,
educate, and place trained professionals within the healthcare
industry to alleviate pressure in the industry.
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Unique Selling Proposition
·
Strategic “edge city” location with cost advantages
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Strategy
To aggressively
market New Braunfels to corporate CEOs/CFOs, site selection
professionals and developers as a location positioned for economic
success through the use of varied marketing vehicles.
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Marketing Activities for
2008
§
Advertising
o
San Antonio Business Journal
o
Austin Business Journal
Buying greater
amounts of frequency ensures greater visibility and will help to
establish a brand and identity for ourselves. Suggest using the
continuous strategy for the first year to introduce ourselves to the
marketplace.
§
Advertorials
-
Utilize the services of public
relation firms in the region to gain free exposure in
targeted periodicals.
§
Brochure/Graphics
o
Provide literature in the form of brochures for public
dissemination that reinforce the brand and continuity of the
slogan/logo. Brochures will be 4-color and will show the benefits of
moving their business to New Braunfels. They will be given out in
prospect packets, tradeshows and upon request.
§
Co-ops
o
EDPCT -
The New Braunfels EDC (Comal County),
San Marcos EDSM (Hays County) and
Seguin EDC (Guadalupe County) make up the framework of this
unique and collaborative partnership. EDPCT maintains a combined
workforce of over 400,000, is supported by two major universities,
host to one of the most unique trade based regional community
colleges, two regional airports and is rich in water resources,
incentives, and sites to choose from. These three (3) communities
are strategically located in central Texas. This unique partnership
of three communities and three counties has created a consolidated
economic development clearinghouse for companies seeking expansion
or relocation options. At no cost, EDPCT will connect businesses to
community-based officials, private-sector allies and state
government leaders who share an interest in their success.
-
TEDC - The Texas Economic Development Council (TEDC) is
an Austin-based, statewide, non-profit professional association
dedicated to the development of economic and employment
opportunities in Texas. The TEDC is a one-stop shop for ideas,
information, and influence and is the largest state association
of economic development professionals, volunteers, and elected
officials. The diverse members share a common goal -- bringing
new investment and jobs to Texas. TEDC provides information,
educational and legislative services to nearly 900 members whose
objective is to support the economic growth of Texas and develop
strategies that promote a positive business climate in our
state.
-
Team Texas
– Team Texas is a division of the Texas Economic
Development Council, an Austin based statewide
non-profit professional association dedicated to the
development of economic and employment opportunities in
Texas. The TEDC provides information, educational and
legislative services to nearly 900 members. The Team
Texas division of the TEDC is a 55 member organization
comprised of economic development professionals from
across the state. The group holds signature events
throughout the US annually for corporate decision makers
and site selection professionals. New Braunfels holds a
membership in Team Texas.
o
Texas One – the Governor’s Office runs the
state effort for business recruitment. New Braunfels is a
contributor to this privately funded effort that is housed in the
Governor’s Office. Prospects are referred from the Governor’s
Office directly to the Chamber when applicable. The state markets
Texas as a premiere location for business domestically and
internationally through a variety of marketing activities including
trade shows, trade missions, marketing missions, signature events,
advertising, public relations, and other promotional activities.
Marketing activities are aimed at corporate decision makers,
business media, corporate real estate and site selection
professionals.
o
Southern Auto Corridor –
Southernautocorridor.com is a website designed to provide
critical site selection information on states in the south for
prospective automotive suppliers, original equipment manufacturers
and the site consultants who represent them. Prospects fill out a
form online requesting demographic and economic data. The lead is
then emailed to members of Southern Auto Corridor who respond with
the requested information. New Braunfels is a member of the Southern
Auto Corridor.
§
E-News Blasts: (also see under
website)
o
Will be sent to prospects and site selectors as part
of a cost-effective way to communicate news and information to
members, prospects and associates of available property. Email lists
will be obtained from a variety of sources, but will only contain
email addresses of those who have expressed interest in receiving
the news. Each email will be based on a standard template and will
have links to the website. Open and click-through rates will be
tracked to determine what is the most interest to our readers.
Readers can forward the news to prospects and industry professionals
not on our mailing list, providing contact information to an
otherwise untapped market; commonly known as viral marketing.
§
Newsletter:
o
Handelskammer – Monthly newsletter distributed to
Chamber members. Will place same advertisement as in biz journals,
to ensure brand, image continuity and aid with internal marketing.
o
EDF Newsletter – Bi-monthly e-newsletter sent to EDF
members.
§
Promotional Items:
o
Pieces that fit within our slogan will have the EDPCT
or community economic development logo on it, and will be
distributed at tradeshows, with the anticipation of attracting
quality leads to the booth.
§
Public Relations:
o
News releases will be a cost-effective way to bring
attention to the New Braunfels business sector. News releases will
be distributed to a pre-determined media list and sent via an email
blast. Open and click-through rates along with a clipping service
will be tracked to determine coverage.
§
Business Recruitment Marketing
Missions/Tradeshows
o
Business Recruitment Missions
§
In FY 2007, former Secretary of State Roger Williams
led TexasOne business recruitment missions to South Carolina, San
Francisco, Atlanta, BIO (2007) and New York City. These missions
marketed the state on a one-on-basis through meetings with company
executives, site selectors and media representatives in determined
geographic areas. New York was so successful, that it has become an
annual event. The cities included in these missions for 2008
include:
·
Seattle, WA
·
New York
·
Mexico City, Mexico
·
Chicago
o
Tradeshows
The best way to
market a company/product to a target audience within a specific time
frame. To continue the brand, a tradeshow booth with graphics will
serve as a “billboard” for the city. Bullet points will outline the
benefits of relocating to New Braunfels, easy for passers-by to
quickly scan and grab their attention. A large tablecloth with a
logo should be purchased, for the logo sits at eye-level and holds
an attendees attention. Marketing collateral and promotional pieces
will sit atop the table and ready for dissemination.
·
Pre-show
§
Determine targeted companies
§
Send email to target companies, requesting a meeting
or stop by on-site
§
Reinforce follow-up with a promotional item
§
Determine what constitutes an A, B or C lead
§
Determine talking points
§
Create Media Kits/write news release if there is news
to deliver
§
Determine advertising/sponsorship opportunities
·
Show
§
Meet with pre-set appointments
§
Competitive Intelligence/Reconnaissance
§
Qualify leads and focus primarily on A and B leads
§
Set post-show appointments for immediately after the
show
§
Deliver speeches
·
Post-show
§
Follow-up email/letter/phone call
§
Determine when to follow-up again
§
Track news stories/value of sponsorships and
advertising
o
Scheduled Shows
§
SAE
– Society of Automotive Engineers is
the premier
Automotive Technology Event where the best minds of the industry
gather once a year, every year in April in Detroit, MI. Last year
attracted 822 attendees from 58 countries. For the
OEMs, 18 companies were represented, and nearly all of the 150 Top
Suppliers were on-site. In 2008, DaimlerChrysler will serve as SAE
World Congress's host company. (www.sae.org)
§
NA2008 Distribution and Logistics Trade Show
–In April 2008,
tens of thousands supply chain and logistics professionals from more
than 80 countries will arrive at Cleveland's I-X Center. They will
be greeted by over
450 exhibits
covering
150,000 square feet
on one show floor - exhibits that feature manufacturing,
warehousing, distribution, logistics and IT solutions for the supply
chain. The Show's accompanying Educational Conference will offer
highly-focused, half-hour seminars providing industry expertise on
the latest productivity innovations. NA 2008 will also feature a
keynote on Supply Chain Sustainability by Green to Gold author
Andrew Winston. If you are looking for solutions to make your supply
chain work more productively and profitably,
register today
for NA 2008.
(http://www.nashow.com)
§
RECON 2008 -
Founded in 1957, the International Council of Shopping Centers (ICSC)
is the global trade association of the shopping center industry. Its
70,000 members in the U.S., Canada and more than 80 other countries
include shopping center owners, developers, managers, marketing
specialists, investors, lenders, retailers and other professionals
as well as academics and public officials. Join over 50,000 of your
colleagues from all corners of the world for networking, deal making
and education at RECon 2008.
(http://www.icsc.org/2008SC/home.php)
§
National Manufacturing Week Trade Show
2008 - More than
40,000 design engineers, production and manufacturing managers will
converge at the Donald
E. Stephens Convention Center in Chicago, IL and will again be part
of the largest advanced design and manufacturing event in the United
States—held in the center of North American manufacturing. The
co-located events will again deliver thousands of additional
senior-level design and manufacturing visitors who are responsible
for the purchase of design, plant, enterprise/IT, automation,
process, quality, assembly, and controls products and systems.
(http://www.devicelink.com/expo/nmw07/)
§
National Business Aviation Association
(NBAA) - With 1,152 Exhibitors at its 60th Annual Meeting
& Convention (NBAA2007) and final attendance total of over 32,000,
NBAA is touted as one of the premier shows to attend. The NBAA 61st
Annual Meeting & Convention (NBAA2008) in Orlando, FL, from October
6 to 8, 2008. (http://www.nbaa.org/)
§
CCIM Symposium - The CCIM San Antonio
South Texas Chapter is composed of CCIM Designees, Candidates, and
Affiliate Members. The Chapter serves as a focal point where members
exchange ideas, property information, assist each other to fulfill
their clients and real estate objectives and receive expert
professional training in all areas relating to the real estate
industry. The Chapter is also a means to network real estate needs
both
locally
and nationally. (http://chapters.ccim.com/sanantoniosouthtexas)
§
Web site:
o
The website is scheduled for a re-design in 2008 to
create a more streamlined and modern site with easy to navigate
pages. It will provide easy one-click access to information
regarding calendar of events, economic development, business
directory, etc.
§
Interactive
·
GIS Prospector – New in 2007, the
NB Prospector provides immediate access to site-specific
business and industry reports in seconds with leading-edge mapping
software. Qualified leads and business intelligence will help
facilitate growth in the New Braunfels area. Realtors are
responsible for keeping their properties updated on the website and
site selectors can research these properties and view zoning, school
districts and other demographic data. Integration was the first
priority and key for 2007 and further acceptance by real-estate
professionals and implementation will be the goal for 2008.
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§
Tradeshows
|
Subject |
Organization |
Start Date |
End Date |
Location |
|
Winter Meeting |
TEDC |
1/16/2008 |
1/18/2008 |
South Padre, TX |
|
Los Angeles Trip |
TX1 |
3/25/2008 |
3/27/2008 |
Los Angeles, CA |
|
SAE |
EDPCT |
4/14/2008 |
4/17/2008 |
Detroit, MI |
|
NA2008 |
EDPCT |
4/21/2008 |
4/24/2008 |
Cleveland, OH |
|
Spring Meeting |
TEDC |
4/23/2008 |
4/25/2008 |
El Paso, TX |
|
New York Trip |
TX1 |
5/13/2008 |
5/15/2008 |
New York City, NY |
|
ICSC |
EDPCT |
5/18/2008 |
5/21/2008 |
Las Vegas, NV |
|
Summer Meeting |
TEDC |
7/23/2008 |
7/25/2008 |
Galveston, TX |
|
Mexico MKT Trip |
TX1 |
8/24/2008 |
8/27/2008 |
Mexico City, Mexico |
|
National Mftg. Week |
EDPCT |
9/22/2008 |
9/25/2008 |
Chicago, IL |
|
Fall Meeting |
TEDC |
9/29/2008 |
10/1/2008 |
Austin, TX |
|
NBAA |
EDPCT |
10/6/2008 |
10/8/2008 |
Orlando, FL |
|
ICSC Texas Deal Making Conference |
EDPCT |
10/11/2008 |
10/13/2008 |
San Antonio, TX |
|
Chicago MKT Trip |
