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FLV£R ART
Report Cites Scattered
Approach to Marketing
A new study of Athens-Clarke County's
economic development efforts says what
others have also been saying: that the
county is weak in its efforts to attract new
jobs. The report by Janus Economics—paid
for by Georgia Power, which has sponsored
similar "community assesments" in other
places—comes on the heels of pressure from
ACC commissioners for clearer planning and
accountability by the Economic Development
Foundation (a partnership of the county gov
ernment, the University of Georgia and the
Athens Area Chamber of Commerce to draw
new businesses).
"Athens-Clarke County has tremendous
economic development potential and assets
to build on," the study says, including "an
exceptional quality of 'place,' a relatively
strong economic base," proximity to Atlanta,
and UGA's "turning out thousands of edu
cated workers annually and helping nurture
new companies." But the county's marketing
efforts to industry prospects are "diffuse and
often confusing," say the Janus consultants,
two of whom, visiting Athens for a couple of
days as an industrial prospect might, "toured
the area and conducted confidential interviews
and focus groups with elected officials, busi
ness owners, city/county employees and other
stakeholders."
Their conclusion: Athens has evolved no
"shared vision" of its economic future. "From
the interviews there appear to be significant
differences of opinion on what economic
development should actually be in the
community—recruiting 'industrial' companies
or retail stores? Creating jobs or helping the
homeless?" Such disagreements don't doom
development efforts, the report says—"there
are many examples of people with different
viewpoints in a community forging a common
vision"—but all community stakeholders need
to be involved.
"Athens-Clarke County can continue with
the status quo and let growth happen when
and where it does," the report says, "or it can
chart and pursue its own destiny... and raise
incomes for all citizens."
And not for the first time, ACC's develop
ment regulations were criticized as too-strin-
gent or time-consuming. "Many interviewees
cited delays... and onerous regulations for
industrial customers as significant barriers to
expansion of existing companies and recruit
ment of new businesses." The report suggests
that EDF should become "more of an internal
business advocacy office," but acknowledges
the foundation is not currently staffed for
additional activities. ACC could also hire an
"ombudsman" to represent applicants during
the permitting process, it suggested.
"We do have more levels of protection"
than many places, ACC Planning Director Brad
Griffin says, but "I wouldn't say that six to
12 months is normal" to get plans approved,
as the report suggests. ACC did once have
an ombudsman, says Griffin; hiring one was
also recommended by ACC's Charter Overview
Commission, and "I think it could certainly
work," he says.
In addition, the report suggests:
• "The EDF should work with existing
industry to recruit [new industry]... Use the
success stories of these companies to sell the
area." Industries judged to be "a good match"
include biomed, equipment manufacture, auto
and aerospace parts manufacture, and man
agement and environmental consulting and
financial management services.
• The EDF should seek private funding, not
just government funding (ACC commissioners
recently asked EDF to do just that). "Strong
public/private cooperation and leadership...
provides stability and continuity while inspir
ing investor confidence... The community has
done this and redone this over the years and
must develop a timeline and move forward."
• The EDF's role is "split down the middle"
with the Athens Area Chamber of Commerce
(which works to support existing businesses),
and so "there is no clear 'point group' or main
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voice for economic development in Athens-
Clarke county." (Chamber President "Doc"
Eldridge has resisted efforts of the EDF board
to formalize the Chamber's role.) In addition,
"there is no significant effort to collectively
market Athens-Clarke County and surrounding
counties as an integrated region," although
Clarke is the state's smallest county.
• The EDF's website "has a government feel
and does not speak to target audiences." It
lacks testimonials, logos of existing compa
nies, social media or maps for sites and build
ings listed. (The EDF has just hired a local
company to design a new website.)
• The Athena Industrial Park off Olympic
Drive has utilities and rail access, but "lacks
an impressive entrance" and "feel" of a busi
ness park, "which could deter some pros
pects." The privately-owned Orkin tract "is a
premier large site in a metro area, but there
are issues regarding price and preferences
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regarding tenants that have contributed to the
site remaining vacant for many years." ACC's
inventory of available buildings is limited; the
more modern buildings offer limited space.
• "Close integration of visitors and conven
tions programs with economic development
programs is a proven job creation strategy,"
but EDF lacks staff for such an effort. The EDF
should also partner with the Athens Downtown
Development Authority on a downtown retail
study to determine what businesses could
succeed.
• Despite its "strong industrial base" that
ranges from food processors to plastics and
pharmaceuticals, "many consider the area as
just a college town." But Athens' "vibrant
downtown and lifestyle, appealing to UGA
alumni and young professionals" is an advan
tage in attracting new employers.
John Huie
Ricky,
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AUGUST 24, 2011- FLAGPOLE.COM 5
