Laserfiche WebLink
HORNE <br />PROPOSAL FOR THE CITY OF RAMSEY <br />POSITIONING OF RAMSEY-TOWN CENTER <br />February 11, 2009 <br />Submitted by Himle Horner Inc. <br />INTRODUCTION <br />As many have noted over the years, "perception is reality." Ramsey Town Center has been the subject of considerable media <br />attention and controversy. As the City of Ramsey seeks to re-position this project and move the property to more active <br />development, perceptions of this project among several stakeholders will be critical to whether the City can successfully meet <br />its objectives. <br />Himle Horner has been engaged over the years to help position and ultimately advance several of the region's most significant <br />developments from concept to reality. Having examined the public record related to the Ramsey Town Center, it is our <br />recommendation that the City engage Himle Horner to design and manage research in order to satisfy the four following <br />objectives: <br />1. Identify current perceptions of Ramsey Town Center among developers and others who influence development decisions. <br />2. Determine if misinformation exists about the project that must be corrected before other messages can be communicated. <br />3. Test options of how to successfully position the project and messages that will be perceived as credible and compelling. <br />4. Help identify the most effective strategy and tactics that should be implemented to successfully advance this project. <br />Absent this research, the City may needlessly spend considerable resources communicating information that is not heard <br />and/or is not deemed credible by the target audiences who will ultimately influence the success orfailure of this development. <br />Page 1 of 11 <br />