Loading...
Village Hill Northampton State Hospital DCPO Marketing Strategy 1995Department of Capital Planning and Operations Market Strategy for Northampton State Hospital The purpose of this marketing effort is to return portions of the former Northampton State Hospital (NSH) grounds to productive economic use. The Department of Capital Planning and Operations (DCPO) will achieve that objective by identifying developers, investors and businesses with feasible adaptive reuse and/or development plans. DCPO acknowledges the tremendous importance of the site to the residents of Northampton and the community's long term economic objectives. We expect that the size and complexity of the property and slowly improving market conditions will contribute to a fairly long redevelopment period. Therefore, DCPO has devoted significant marketing and staff resources to this task. Through a comprehensive marketing process, we will identify, contact and solicit proposals from potential developers or purchasers for all or a portion of the NSH site. To accomplish these objectives, we intend to create a cooperative marketing effort involving key elected, civic, business and institutional interests in Northampton. The Citizens Advisory Committee (CAC) formed under the provisions of the NSH disposition legislation will be actively involved throughout this marketing effort. DCPO intends to rely on CAC member's familiarity with local and regional institutional and business contacts and knowledge of local and regional economic trends. These contacts and insights will be instrumental in identifying potential users for the NSH campus. Working with the CAC and other groups will greatly enhance the effectiveness of our marketing strategy. The marketing process is comprised of a number of phases, beginning with identification of potential reuse options and leading to development and distribution of a Request for Proposals Package (RFP). The initial steps in this process will be instrumental in the development of the RFP. Members of the CAC and other groups will be active participants in this effort. Each phase of the marketing process and a suggested schedule for implementing this strategy are described below. 1. Identify Potential Reuse Options To improve targeting of market resources and development of the RFP, we intend to reach consensus with all parties to the process on potential uses of the property and then identify prospective users and investors in those areas. Based on a preliminary analysis of market conditions in greater Northampton and several months of discussions with local civic and business leaders, we envision a mix of business, institutional and residential uses on the site. Potential uses may include corporate ~z office, research & development, high technology manufacturing, light industrial, institutional, independent and assisted care housing, single and multi-family housing and open space. Other uses may also be appropriate. Potential locations for these uses on the site are described below. Parcel A comprising the Old Main Complex and adjacent grounds and Parcel H in the vicinity of the Haskell Building appear well suited for an office, institutional or high technology park configuration. A medium to large size commercial entity could be sited in or in place of the Old Main building at the crest of the hill with several smaller businesses located along the drive around the site's periphery. Based on preliminary research of market conditions, expanding small to medium size companies based in western Massachusetts appear to be the most promising target market for these sites. These firms will be easier to attract to the site than large, out-of-state corporations, whose lack of familiarity with the area, desire for highway access and proximity to airport facilities may limit enthusiasm for a Northampton business location. Since the challenge of attracting a large user to the site is greater than smaller users, significant marketing efforts will need to be directed toward identifying and contacting large corporate and institutional users. Commercial, institutional or housing uses, such as congregate, multi-family or single family, could be developed on the Memorial Complex site, also known as Parcel B. This parcel is located on the south side of the site and has frontage along Prince, Earl, Chapel and Laurel Street. Adaptive reuse of the structures on this parcel could be feasible for some commercial, institutional and residential applications. Interest -among commercial, institutional, congregate and multi-family markets will be explored through the marketing effort. DCPO will carefully weigh the benefit of any proposed residential or congregate use against our overall objective of bringing long term job producing enterprises to the site. Most of Parcel K, an area to the east and southeast of Parcel A, is steeply sloped and would likely remain open space. However, some low scale residential development may be appropriate for portions of this parcel that front along West and Prince Streets. Parcel E, located at the western edge of the site on Rocky Hill Road, is a thickly wooded. and sloped tract of undeveloped land with a wetland area on the east side of this parcel. Due to these site conditions, it appears that only the western portion of this site will be suitable for development. Abutting uses to the south and west of this parcel are predominantly residential in character. Development proposed for this site should be compatible with these uses. As an alternative, consideration might also be given to a well landscaped low density commercial use on this site. Due to this parcel's isolation from the campus and limited uses suggested under the Northampton State Hospital Plan, DCPO may market this parcel separately. If this approach is taken, the CAC will be involved in development and review of this RFP. 2 ,L Each potential use of the property will be discussed with the CAC and other interested groups. CAC members will be encouraged to identify contacts in these and other promising fields. Through this process we anticipate creating a consensus list of potential uses for each proposed redevelopment concept - office, light industrial, etc... that will be used to inform development of an RFP. DCPO's goal will be to focus the marketing effort on users that are likely to respond to an RFP with feasible development proposals, while encouraging potential users with a longer time horizon to participate in the process. This phase is anticipated to take approximately one month, with completion projected for late February 1995. 2. Identification of Potential Users While creating a consensus list of potential uses, DCPO will work with CAC members and other civic, business and economic leaders in the Northampton area to identify potential users, investors and developers in these fields. Lists will be compiled of local, regional and national prospects for each potential use. CAC members and other prominent local interests will be asked to strategize with DCPO and its consultants regarding the most effective means of approaching entities on these prospect lists. At the same time, contacts will be made with national, state and local economic development officials, University of Massachusetts leaders, local and regional real estate brokers and others to compile names of potential businesses, real estate developers, industries and entrepreneurs who might consider acquiring land or buildings at NSH. Lists of local and regional Chamber of Commerce members, builders, emerging businesses, independent and assisted care providers and other prospective users will be prepared to more directly target this campaign toward intended audiences. Names of each prospect will be reviewed to determine if a CAC member or a colleague has a business or personal relationship with these firms. This phase is anticipated to take approximately four weeks to complete and conclude by late March 1995. We envision a minimum of two meetings with the CAC to identify and categorize potential users for the site. 3. Collateral Materials At the same time that the prospect identification process is underway, an RFP package will be drafted by DCPO and distributed to the CAC for review and approval. After the CAC approves the RFP, it will be prepared for distribution. This package will set forth background information regarding Northampton and the region, the property, site context, a site plan, design standards, zoning, access, utilities, proposal submittal requirements and the process and timetable for developer designation. We anticipate 3 n providing developers and others with a three month period to review and respond to the RFP. A promotional brochure will be created by DCPO in consultation with the City as an introductory piece to the site. This brochure will be distributed to potential prospects during the outreach phase of the marketing effort. Background information from the RFP package will be summarized for use in the brochure, such as a descriptive piece about the city, site photographs, site context, proposal deadlines and an overview of the developer designation process. Brochures will include a pre-printed reply envelope requesting a copy of the RFP. A draft version of the brochure will be available for city review in late February 1995. The. RFP package will be available for CAC review in February 1995 with a brochure finalized in March 1995. These documents should be approved for printing by late March 1995. 4. Media Event To denote commencement of the marketing phase, a high level site visit and photo opportunity with State officials and local and regional dignitaries could be arranged at the site. Extensive press coverage would significantly boost the marketing campaigns visibility and would also underscore, to local officials and the CAC, the Administration's commitment to successful re-use of the campus. This event would not be scheduled until marketing materials are ready for distribution and the CAC has approved the RFP. Tentatively, this event will take place in early April 1995. 5. Marketing Outreach During this phase, formal outreach to potential prospects will begin. DCPO intends to reach prospects through existing relationships with the CAC and other contacts, presentations to business groups, the media and direct mail. This phase is anticipated to commence in early April 1995. Proposals will be due to DCPO by late June 1995, allowing potential purchasers and lessors three months time to prepare a response. Direct Contact For leads where a CAC member or other civic or business leader has a relationship or familiarity with a prospect, that member will be encouraged to introduce DCPO's consultant to the prospect and, at their option, participate in a personal presentation regarding the NSH site. In the event that a business or group known to have interest in the site is not familiar to a CAC member or other party, DCPO or its consultant will meet with representatives of that concern to discuss the property. Copies of the brochure and the RFP package will be left behind with these prospects. Follow-up discussions 4 will be pursued by DCPO or its consultant. To enhance project visibility and potential interest in the property, DCPO and its consultant will make presentations to local Chambers of Commerce and other business groups regarding the redevelopment potential of the site and the process by which redevelopers will be selected. Mass Media Just prior to the start of the outreach effort, advertisements will be placed in local and regional publications. Companion advertisements should also appear in the Boston Globe and the Wall Street Journal. Newspapers and magazines targeted to the business and development communities, such as the Boston Business Journal, Pioneer Valley Business Digest and other relevant trade publications will be used. Copy deadlines will be carefully coordinated with the marketing process. Frequency of advertisements will be reviewed and modified as the marketing process unfolds. Inquiries generated by these sources will be directed to DCPO and forwarded to their consultants for appropriate follow-up. DCPO's public relations officer will be enlisted in an effort to create and place a story regarding the disposition process in as many Massachusetts, Connecticut, New York, Vermont and national media outlets as possible. Direct Mail For those prospective users who are not known, initial contact will be made via a mass mail distribution of the brochure. Companies, developers and investors in the northeast and other parts of the country viewed as a potential prospect for the property will receive a copy of the brochure. Follow-up telephone contact will be made to gauge the degree of interest in the property and to discuss future steps in the process. RFP kits will subsequently be mailed to prospects who express interest in the property. Site Visits/Open House Open house tours of the campus will be held after the RFP kits have been widely distributed. Dates of these tours will be included in the RFP package and in all disposition advertisements. DCPO and its consultants will be available to guide interested parties around the campus and answer questions regarding the designation process and other matters. DCPO and its consultants will also be available to conduct private in-depth tours of the campus for parties preferring a less public preview of the site. 5 Feedback Throughout this phase, a bi-weekly report will be prepared by DCPO's consultant for circulation to DCPO and the city updating progress of the marketing campaign. Schedule A three month marketing period is anticipated, commencing in early April 1995 and concluding by late June 1995. 6. Proposal Submission and Review Proposals will be made to DCPO by late June 1995. DCPO will conduct a review and analysis of each submissions. Proposal review is expected to take place during the summer of 1995. 6 County J t~ ~;l~~o o,Gj4 I. Bismar House o 4 - o ~J~-f 1 J IjFA.Land DFA Land _ y~ r N c 0~ / r ' ❑z ° a Co oftity Garden ~•r,`~' 09, Memorial'-° Com lex ~Q ell © 1\ ~r Buil Q Q Y 91G . 1 0 \ v o i Power F t urae s a `r ' I ooo° 4 ° ° ildln , c l 00 O O O o a o o ! Old Main om*l~x C O O \ O J// C3 C3 ° O 1 O O i C3 Z) 3 'Q ° ous , Smith Colleg '-'t ,L ~p oo • o t O ~1 P dise NORTHAMPTON I STATE HOSPITAL - - - -------N0RT1IAMPT0N7 MA - ---P- - P - - --1- u - i Commonwealth-of Massachusetts Division of Ca ital Planning and O eradons