HomeMy WebLinkAboutIR 7787 INFORMAL REPORT TO CITY COUNCIL MEMBERS No. 7787
January 4,1994
To the Mayor and Members of the City Council
Subject:
C1'ZT STORE PROPOSAL
This report recommends a plan for the establishment of a City of Fort Worth City Store. Such
stores have been established In New York and Chicago for some time. The City of San Diego,
however, has popularized the concept, with national publicity on ABC News and In the New York
Timis.
The primary goals for the proposed City Store operation am:
1. To establish a new City revenue source which could be used to recognize City employee'8
service and productivity.
2. To establish an additional means of disposing of unique surplus or salvaged City materials
such as old parking meters, signs, traffic signals. street light heads. and other Items of
public Interest
3. To sell merchandise with the City's logos to its'employees,citizens,and visitors to promote
and display a pride In Fort Worth.
The proposal will address several factors essential to the successful implementation of an
employee store: basic requirements. location alternatives, target customers, stock needs, and
marketing Ideas.
00k Basic Requirements:
The store should be easy to access by customers.
The store atmosphere should be informal In nature, providing comfort and
encouraging use by all customer groups.
The store operation should be developed and organized in a manner which eases
administration.
♦ An effective marketing campaign needs to be developed to insure success of the
store.
Sufficient capital needs to be appropriated to get the program off the ground; the
City of San Diego allocated$100,000 Initial3y.
Staffing of 2.0 budgeted positions or equivalent Is essential to keep the store open
6 hours per day during weekdays and one-half day on Saturdays.
Location Alternatives: (Includes space for a stockroom, display area, and display case.)
Sites were considered based on the feasibility of acquisition, facility of
administration, costs to operate. and ease of access.
Store front locations were considered in the municipal garage, formerly the offices
of the Police Alarms Office and Army Recruiting.
♦ The mezzanine or ground level space on either end of the Municipal Office Building
OPWI is considered to be an excellent alternative; Code Enforcement.'which was located
on the south mezzanine has moved to Fire Station No. 2.
ISSUED BY THE CITY MANAGER FORT WORTH, TEXAS
INFORMAL REPORT TO CITY COUNCIL MEMBERS No. ....7787
January 4.1994
.A*TE R,
4 To the Mayor and Members of the City Council Page 2 of 4
~o�foar0"O
Subject: CITY STORE PROPOSAL
vas
Possible redesign of the Tax Office space may be considered to provide maximum
exposure within the Municipal Office Building complex.
A Store front location at the Central Library may be available upon renovation.
4 A Store front location in Sundance Square, e.g- possibly across from the movie
theater Is available. but may be too expensive to consider immediately-
A Store front location in the Stockyards.eg.Mule Alley. Coliseum Stock Exchange
building. Stockyard Station, etc.. would provide a high visibility location near
similar shops, however overhead costs also would be too expensive to consider
Immediately.
Target Customers for the City Store include:
Citizens. tourists and visitors wishing to purchase a gift,memorabilia.souvenir or
artifact from Fort Worth.
Citizens wishing to purchase City-lop Items for dignitaries, e.g. badge pins. City
flag pins. t-shirts, caps.
interior designers who may want City memorabilia for a "different" look In game
rooms, restaurants, etc.
Vendors and people doing business with the City.
City Individuals/groups wishing to purchase gifts for employees receiving
or, promotions.
Employees attending training sessions or new employee orientation In the
Municipal Office Building.
Service Awards recipients who wish to purchase additional service awards.
Stock Needs suggested for the City Store includet.
+ Surplus and Salvage Goods
1. city memorabilia and artifacts
a. Surplus and defunct regulatory and warning signs. e.g. STOP signs. traffic
warning signs. etc.
b. Replicate items for resale, e.g. personalized street signs
c. Parking meters
d. Defunct traffic signals
e. Sewer covers
f. Fire hydrants
+ Logo Merchandise
a. City of Fort Worth Seal
b. Stockyards Symbol(Longhorn)
c. City of Fort Worth Lop (skyline)
d. City Flag
e. Department insignias
ISSUED BY THE CITY MANAGER FORT WORTH, TEXAS
INFORMAL REPORT TO CITY COUNCIL MEMBERS No. 7787
January 4. 1994
^0 T I It,DoE soar To the Mayor and Members of the City Council Page 3 of 4
Subject: CITY STORE PROPOSAL
♦ SpeclAd Event Merchandise
a. Merchandise for City-sponsored events and promotions
b. Products consigned by organizations or companies hosting fimctions in the City
C. Special events in the City such as Pioneer Days, ChIsohn Trail Roundup. Davis
Cup, Mayf6st, OktoberFest, The Van ClIburn. Main Street, Southwestern
Exposition and Stock Show
* Made in Fort Worth
a. Focus area for products made in Fort Worth
b. Fort Worth art work
♦Fort Worth Scene
a. Fort Worth City Scene including products from museums, zoological society.
merchandise using Fort Worth skyline.
+ Sister City Merchandise
a. Showcase products originating in our Sister Cities either on an ongoing or rotating
basis.
b. Consider the possibility of selling merchandise developed for the City Store to our
Sister Cities.
* Custom Products
a. T-Shirts
b. Mugs
C. caps
d. Pins, e.g. Badge pin. Flag, etc.
e. Pens
f. Other apparel items, e.g.jackets, sweatshirts
g. Posters/banners
h. City flags
1. Key Rings
J. Postcards
Marketing Ideas:
A sound marketing program is essential to the success of the program. A number of sources will
be effective in informing target groups about the City Store, Including the following:
♦ Inserts in water bills encouraging citizen customers to visit the store.
♦ Pamphlets placed in hotels, assistance by Conventions and Visitors Bureau,
inclusion as a stop on tours of the City.
♦ Special events of the City may include an 'off-site sales center.
L ISSUED BY THE CITY MANAGER FORT WORTH, TEXAS
INFORMAL REPORT TO CITY COUNCIL MEMBERS No. 7787
�swrr.a January 4,1994
of coRr To the Mayor and Members of the City Council Page of 4
4
x°'�* Subject: CITY STORE PROPOSAL
+ate
♦ Newspaper advertisements. news releases, radio, television advertisements.
♦ Flyers announcing the Store. Stare hours, products available, location, etc-
Articles in the VOICE and department newsletters.
♦ Development of a City Store catalog.
♦ Announcements in training classes,orientations, and department staff meetings.
♦ Personalized contact with retirees.
♦ Write-up.in the Employee Handbook.
+ Holding open house or grand opening ceremonies,
RECONIIlaIENDATION:
It is recommended that the City Council approve the concept of a City Stare, The City would staff
and operate the store in the Municipal Office Building, using temporary help. Initial start-up
costs are estimated to be$66,000. The store would be located in the site on the ground level of
the Municipal Office Building at the south end in the space vacated by Cade Enforcement The
space provides easy access to the public with free parking in the citizens parking lot.
It is recommended that consideration be given to employing a person with retail sales experience
Initially to help act up the store.purchase the initial inventory,develop accounting systems,and
work with City departments to locate salvage items suitable for sale in the City Stare.
If the City Council concurs with these recommendations, staff will proceed with implementation.
•
Bob Terrell
ity Manager
ISSUED BY THE CITY MANAGER FORT WORTH, TEXAS