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marketing study

Enhancing housing in Oak Ridge

Building at Kareday ApartmentsQuestion 4 from the Progress PAC is about housing. My responses are below. For blog posting, I’ve inserted a couple of hyperlinks into the plain-text response that I provided to the PAC.

Question: Healthy housing is important to a healthy community. What three specific actions would you take to enhance housing in the city?

Response:

Three actions:

1. We need greater demand for housing in Oak Ridge in order to stimulate investment in housing. The marketing study (and its followup) that I mentioned in response to question 2 is an important step toward building demand for housing in Oak Ridge. Increased investment in existing neighborhoods, particularly in the central part of the city, is particularly important. The plans to redevelop the mall property as “Main Street Oak Ridge” should make a contribution to stimulating demand for homes, particularly in the center of the city.

2. Owners and buyers of existing homes are in need of practical assistance and financial resources so that Oak Ridge homes from the 1940s through the 1970s (the majority of our housing) will have greater appeal to the next generation of homeowners. To help with this, I recently contributed many hours of my time to a cooperative initiative that developed a grant proposal to TVA to obtain funds for “extreme energy makeovers” on about 300 older homes in lower-income neighborhoods in Oak Ridge. If the proposal is successful, this program will reduce living costs for some lucky residents (more…)

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Where will the money come from?

citybillThe second question from the Progress PAC was about generating revenue for city services and schools.

Question: What is your plan to generate additional revenue to support or enhance city and/or school services? Give at least two specific examples.

My response:

1. At this time, it is critically important for the city to attract a new generation of residents to take the place of the city’s founding generations – and repopulate the homes and neighborhoods that they are leaving behind as they depart the scene. In particular, we need new residents who have both the financial capacity and personal interest to support our city services and our excellent schools. Success in this will require a coordinated strategy with many parts. To help ensure a successful strategy, I believe the city needs to get started with a third-party marketing study aimed at finding out what today’s younger generations are looking for in a community, why people who have located here recently have chosen Oak Ridge, and most particularly why some people who work here don’t live here. All of us have anecdotal information and pet theories on these topics, but I’m not aware that anyone has solid data. Consulting studies have a bad reputation (and, no, I don’t know where the money will come from to pay for this one), but I believe this is a study that we can’t afford not to do. It should go without saying that the community will need to follow up on what we learn from the marketing study, both with promotional efforts and with measures to enhance the attractiveness of the community.

2. User fees alone will not provide all the additional revenue we need, but they can help recoup the costs of certain city services. (more…)

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