Carefree Truth

Issue #220, February 18, 2013

 

 

 

The second question was posed by panelist Robert Gabrick, owner of the Carefree Station restaurant, who represented the business sector. He pointed out that Carefree gets a lot of its revenue from sales tax. He question was, "Can you explain your positions on where you would sit in that relationship between citizens and business, and if you would like, please feel free to use the sign controversy that has grabbed a substantial amount of the business community and citizenry over the last two years?"

 

 

 

Michael Krahe doesn't believe that signs to pull people into town are an effective mechanism. He wants to market the town vigorously and to attract more businesses to make Carefree a destination. He feels the biggest issue is how to manage our future. Carefree needs to grow. He cited his strategic planning experience with several companies, one of which was a Fortune 400. All factions must work together to develop a specific plan. He is familiar with that process, which involves setting goals, aligning objectives, and establishing accountability for what needs to get done and when it needs to get done.

 

 

 

Vice Mayor Melissa Price pointed out that most citizens don't want a property tax, so we must be concerned about sales tax revenue. They want services like good roads and fire protection, and businesses want customers. The Town has been working hard on a 5 step milestone economic development plan, which involves marketing, investing in infrastructure, incentivizing and partnering with commercial landowners, getting advice from developers to hone in on key businesses for key areas, and targeting marketing for additional businesses that retain the charm of our town. Filling the empty storefronts and providing improved parking will give people more reasons to visit Carefree.

 

 

 

Mayor David Schwan said he feels that we are now in the right place with the signs. Businesses wanted more obvious signs and citizens wanted them to be more subdued. The current signs strike a balance and are effective. Businesses that are open in the evenings are concerned that the lettering isn't visible after dark. The Mayor and staff are aware of this issue. In the next fiscal year, Howard Bertram, who made the signs, will replace the existing painted business name panels with panels using reflective paint that can be seen at night.

 

 

 

Councilman John Crane acknowledged that merchants are constituents, even those who don't live and vote in Carefree. They are part of the engine that makes the town work and their input is critical; we must keep the town economically viable. It is equally important to maintain the character of the town, and he feels we have found that balance. He is part of a committee, headed by the Vice Mayor, that is exploring ways to improve the downtown, such as making improvements to the amphitheater to extend the months of its use, and tapping into existing information on what makes the Christmas Festival such a resounding success. He would also like to see programs planned for the summertime to bring people into town during the off months.

 

 

 

Councilman Glenn Miller reaffirmed that the merchants are the economic engine supporting the important public safety police and fire services we receive. Because downtown Carefree backs onto Tom Darlington Drive and Cave Creek Road, the signs were placed and aggressive marketing commenced. He said there are people on the Council and running for Council who understand economic development. Capital improvements and marketing are all part of that plan, but it takes time to establish a reputation. "Rome wasn't built in a day."

 

 

 

Councilman Marty Saltzman stated that business is what lets residents live here, but we must also retain that which makes people want to be here; there must be a balance. He feels the most effective way to direct people to individual businesses would be "sub-branding" according to location, for instance Spanish Village or the Basha's Center, after which customers could be directed to specific stores within the center. He also suggests the idea of marketing Carefree with high end car shows, such as the one held in front of Venues Cafe on Saturday mornings, which attract clientele who have money to spend. He cited the success Cave Creek has had with branding itself as a motorcycle destination.

 

 

 

Councilman Michael Farrar agreed that the merchants are valued members of the community. He said he worked on the signs to make them less obvious, more attractive, more and subtle. He enjoys having services close to his home. It makes the community more desirable. He informed the audience that he holds two Masters Degrees. Economic development is needed to bring in outsiders, and the town is doing that now.

 

 

 

Les Peterson asserted that the Town has a long range plan, General Plan 2030, which was approved by the voters on November 6, 2012. He said it is a well written document which shows that citizens don't want Carefree to change. People moved here for the quiet, the spaciousness, and the dark skies. But sales tax accounts for 50% of the revenue, so there must be compromise that strikes a balance between the two elements. The success of retailers is integral to doing what we want to do as residents. Many residents shop in surrounding towns and many more business that will compete with Carefree merchants will be coming in the next several years. The fairs help to bring in people from outside of Carefree to boost the sales tax revenue.

 

https://www.youtube.com/watch?v=B3ZiMIzA9tU

 

 

 

Question #3 and the response will be posted tomorrow.

 

 

Lyn Hitchon

 

 

 

Prepared by Carefree Truth

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