HISTORIC VALLEY JUNCTION FOUNDATION (HVJF): OUR HISTORY AND OUR ORGANIZATION The Historical Valley Junction Association Action Committee (HVJA-AC) was created as a merchants group in the mid-1970s to plan basic street events and lobby for physical improvements in the district. Disorganization and great conflict existed and the group eventually disbanded. Another group formed in 1986, and the group formerly known as VJ87 eventually morphed into what is today the Historic Valley Junction Foundation Board of Directors. The Main Street approach was chosen because the original HVJF Board of Directors (VJ87) felt that the program would help to improve the image, physical appearance and business climate of Valley Junction. The original HVJF Board of Directors also hoped that adopting the Main Street Approach would aid in enhancing the identity of Valley Junction as an architecturally and historically valuable place; thereby, increasing preservation and renovation activities. Although, our Main Street Iowa application was denied in 1986, Historic Valley Junction reorganized and reapplied in 1987 Our original board members included Gary Scott, Gary Davidson, Morey Knutsen, Lois Lloyd, Jack Mendrys, Rick Messerschmidt, Bob Morrissey, Sue Stookey, Jack Swander and Mark Veiock. In April of 1987, Valley Junction was accepted into Main Street Iowa, making it one of the first Main Street districts in the state. For the past 27 years, HVJF has helped Valley Junction to survive numerous hardships, and it continues to be a thriving and charming district. With over 150 independent businesses, it is the largest central Iowa business district. Prior to adopting the Main Street approach and becoming a legal non-profit entity, Valley Junction was disorganized and great conflict existed. With a staff of only volunteers, commitment was sporadic at best. The Main Street program provided Valley Junction with much-needed structure. Presently, HVJF has three professional, full-time staff, who all work closely with committee chairs, City government, merchants, and the business community. They provide a unified voice in both promoting the district (through media and community relations), as well as representing it politically at the local level, whether it be resolution of neighborhood issues, project collaboration, cooperative grant writing or financial support. Without such cohesion, which came through Main Street, the district would not have such a strong voice in the metro. Valley West Mall opened nearby in the mid-1970s which proved to significantly contribute to the economic decline of Valley Junction. This was actually a blessing in disguise as it prompted our community to begin its revitalization efforts, as merchants bonded over the perceived crisis. The ruinous flood of 1993 also proved to be a motivator as our district was again challenged and reminded to revitalize, improve and continue to grow. Both factors mentioned above, in conjunction with the structured Main Street Approach, forced merchants to work harder and to take a more serious approach to their businesses and to the district overall. Jordan Creek Town Center opened in 2004 and again, Valley Junction not only survived, but thrived. Historic Valley Junction has used and will continue to use the Main Street Four Point Approach because it works well. Design has aided in improving our streetscape as well as many façade renovations and complete building renovations. Historic Valley Junction Foundation s state-of-the-art shared sprinkler project has completed three phases. Since 1987, business improvement and promotions have partnered to take Historic Valley Junction from a district with a handful of
events annually to over 65 annual event days; including our signature weekly farmers market and concert series, held from May through September. Organization fundraising efforts have assisted in raising our annual budget from $40,000 in 1987 to over $515,000 today. Since adopting the Main Street Approach the public-private partnership between the City of West Des Moines and Historic Valley Junction has seen significant improvement. As a team, we have become able to recognize and identify mutually beneficial opportunities. Our cooperative partnership provides a strong model for many other Main Street Iowa communities. The Historic Valley Junction Foundation (HVJF) is a 501(c)3 non-profit non-membership based organization, legally recognized in 1990 and currently with a thirteen person Board of Directors. As a non-membership based organization (we do not have membership dues or members), we are charged with lessening the burdens of government, create and increase district awareness, along with overall improvement, growth and development of the Historic Valley Junction business district. Services and benefits are given to all businesses, whether a current financial supporter or not. Financial supporters receive additional business-specific benefits based on their investment level. The President, Vice President, Secretary, Treasurer, Property, Merchant and Community representatives are elected by the financial supporters. The City representative is appointed by the Mayor while core committee chairpersons (Business Improvement/Economic Restructuring, Design, Organization and Promotion) are appointed by the HVJF Board President. Each committee chair recruits members for their committee and board members are expected to serve on, at least, one committee. The FY 2015 annual program is approximately $515,000. Budgeted income is raised as follows: 53% Community events 15% City of West Des Moines, Hotel/Motel tax 14% Corporate (project and event sponsorships) 12% Private grants and fundraising (including JunctionWear branded merchandise) 4% Trash cooperative 2% Private (direct financial support by district businesses) Budgeted expenses are spent as follows: 49% Community events 24% Personnel (including 3 full time staff, 2 part time staff, interns and event personnel) 11% Operations (building costs, utilities, insurance, professional services, equipment, other) 11% Core committees (business improvement, design, organization, promotion) 5% Trash cooperative For more information, please contact: Nicole Engler-Selser, HVJF Board President, 515.975.5094, Nicole@EnglerEmbroidery.com Jim Miller, HVJF Executive Director, 515.222.3642, Director@ValleyJunction.com
GOAL: To strengthen and broaden the economic base of our Main Street district. Building inventory w/ assessor s information Building use inventory map Full tablet business directory, updated twice yearly (200 tablets per printing, 10,000 pages) Full website business directory General branding brochure (50,000+ distributed to hotels, attractions, visitor centers, airport, etc. each year) Business workshops/seminars/speakers Business recruitment (HVJF Staff, WDM City, WDM Chamber work on recruits) Ambassador program welcoming new businesses Researching SSMID program as possibility for district Worked with community consultants Arnette Muldrow in 2009-2011 to in partnership with City, Main Street Iowa and Mid-American Energy to create consistent branding materials and logos along with a market analysis and district analysis. Motorcoach/group tours (approximately 100 per year all are mailed materials and welcomed to district) CVB Discount Card Full interactive website and mobile website, which includes business directory, available properties, district information, events, and more GOAL: To establish a strong Main Street organization which utilizes a growing number of participants in the implementation and funding of the program. Organization budget development Organization and district fundraising JunctionWear merchandise to promote Valley Junction brand Sponsorship recruitment Visit area organizations/business to promote HVJF and Valley Junction district Monthly E-blasts to over 6,000 subscribers Distribute media releases Social media presence includes over 10,000 friends or likes on Facebook and 1,500 Twitter followers Annual meeting celebration Volunteer recruitment (Approximately 500 volunteers per year) Volunteer recognition program/party VIP Value Card
GOAL: To encourage improvement of the Main Street district s physical appearance. Banner design and maintenance Landscaping including planter and walkway maintenance Holiday lighting throughout the district each November-January Yearly sidewalk cleaning activity (West Des Moines Community Schools partnership) Side street signage and maintenance Way-finding signage throughout metro Merchandising/display workshops Design assistance available to building/store owners Design and historical preservation seminars GOAL: To market the Main Street district by establishing a unified image and encouraging an exciting variety of activities for the community. 65 event days annually, including Farmers Market, Music in the Junction, Earth Day, Cinco de Mayo, Smokin in the Junction, Art Markets, Antique Jamborees and Independence Day Celebration (estimated yearly attendance of 250,000 people each year) Vehicular & pedestrian traffic counts Comprehensive branding materials Cooperative marketing opportunities for businesses, including Des Moines Register, CityView, Fox 17, Standing Ovation, Civic Center Playbill General district marketing with KFMG, KIOA, CityView, Fox 17, Juice, Des Moines Register, etc. Our mission is to advance the growth and development of the Historic Valley Junction area into a vital and dynamic commercial, residential and tourist area through business improvement, design, organization and promotion. District-wide trash cooperative program Welcome Center staffing (over 2700 phone/in-person/email general information inquiries per month) Overall calendar and budget planning for the organization Maintain contractual agreements with City, County, State and National Main Street Maintain community partnerships with organizations such as City, Chamber, Schools, County, Historical Society, Main Street Iowa Hold monthly merchant meetings Maintain relationships with district merchants and residents
Our Milestones 1987: Designated as a Main Street Iowa community 1987-2013: Received 30+ Main Street Iowa Awards 1993: West Des Moines 100th Anniversary 1993: Devastating flood, 100% businesses closed, buildings had from 6 inches to 6 feet of water 1993: President Clinton visits Historic Valley Junction in the midst of flood recovery 2006: Designated as an Iowa Cultural and Entertainment District 2007: Designated as an Iowa Great Place 2011: Co-hosted the National Main Streets Conference and host of FUNction in the Junction with 1,500 attendees 2011: Reopened fully restored Historic City Hall to the public; Governor Branstad attends, speaks and cuts ribbon 2012: Received Preservation Iowa Design Award for Historic City Hall 2012: Received Environmental Impact Award for Historic City Hall 2012: Received Great American Main Street Award (GAMSA), the highest National Main Street Center honor 1987-2012: 25 years as a successful Main Street Iowa community, one of the longest continuous programs in Iowa 2013: Received LEED Platinum Designation for Historic City Hall 2013: Hosted approximately 30,000 RAGBRAI riders for Totally Tubular Tuesday