TO: XX, PRESIDENT, XXXXXX

FROM: GEORGE DUSENBURY

SUBJECT: ASSESSMENT OF POTENTIAL XXXXXX CAPITAL CAMPAIGN

DATE: FEBRUARY 18, 2015

XXXXXX has engaged me for two purposes: (1) to assess and strengthen operations, and (2) to support the development and implementation of a potential capital campaign focusing on the areas along the Area Of Interest between Major Employer1 and the Redevelopment Site. This memo provides an initial assessment of that potential capital campaign.

OVERVIEW

After a series of meetings with relevant stakeholders and review of existing XXXXXX material, I am recommending that XXXXXX hone its capital campaign to focus on two initiatives: (1) the creation of a 20-25 acre park near Redevelopment Site (Park2), and (2) the construction of a multi-use trail that will connect Major Employer1 and Major Employer2 with the Atlanta BeltLine and the GA 400 trail at Redevelopment Site. The recommendation prioritizes the creation of Park2 as there are limited land ownership and acquisition challenges, allowing easier and more expedient execution of the park as opposed to the trail.

I recognize that creating a multi-use trail within the Area of Interest may not be consistent with the vision of the XXXXXX Board of Directors. Ultimately, any effort to pursue such a trail will require their support. This memo will outline the reasoning behind the recommendation of a more substantial trail for this portion of the Area of Interest for consideration during this weekend’s board retreat.

BACKGROUND

The XXXXXX was formed by members of OTHER ORGANIZATION after COMPLETION OF SIGNIFICANT PROJECT. XXXXXX began educating neighbors and other stakeholders about the Area of Interest that meandered through their yards, and soon engaged CONSULTANT to develop the its AREA OF INTEREST Vision, completed in 2010. In 2011, XXXXXX engaged ORGANIZATION2e to develop Vision for that section of the AREA OF INTEREST extending from MAJOR EMPLOYERS TO REDEVELOPMENT SITE. The Vision was completed in 2012. In 2013, XXXXXX engaged CONSULTANT3 to conduct a capital campaign feasibility study based on the Vision, and has since then worked to strengthen its case for funding by addressing items identified in the feasibility study.

Throughout this time, XXXXXX has been opportunistic in implementing projects. Partnering with the GOVERNMENT AGENCY1, GOVERNMENT AGENCY2, GOVERNMENT AGENCY3, GOVERNMENT AGENCY4 and others, the XXXXXX has ensured that $4 million has been invested in building trails, restoring habitat and otherwise improving land within the corridor. This investment would not have happened absent the dogged persistence of XXXXXX.

XXXXXX is looking to become more deliberative in implementing its vision of trails and watershed restoration. To that end, it has reengaged with CONSULTANT3 and asked that I both help refine and support implementation of a capital campaign.

CHALLENGES

The CONSULTANT3 feasibility study outlines several still-relevant challenges confronting a potential South Fork Capital Campaign.

1. Perception that the effort is a “nice-to-have” project that would benefit only those in the immediate vicinity.

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2. Complexity and far-reaching expanse of the project makes it difficult to visualize and could deter prospective donors

3. Confusion over who would own, maintain and be responsible for the project.

4. The cost per mile might be too expensive for these soft-surface trails and bridges

5. Perceived lack of public investment in the project

6. The board’s sphere of influence largely is limited to the Sub Area of InterestDruid Hills community, and there is need for more members able to support future endeavors in a significant way personally

OPPORTUNITIES

Fortunately, XXXXXX has several important opportunities that can help overcomes these challenges.

1. Build upon and market XXXXXX’s success in facilitating a more than $3 investment in state and local money in the project. Absent XXXXXX, that investment would not have happened.

2. Efforts to date have focused on a blueway and greenway corridor linking two major urban centers – Lindbergh/Buckhead and Major Employer1/MAJOR EMPLOYER2. Connecting these two centers is of regional importance.

3. There is significant public land within the corridor, providing opportunity to create new parks in areas lacking parks; XXXXXX has all but created an official park at Site1

4. XXXXXX has developed important partnerships and working relationships with GOVERNMENT AGENCIES, and NONPROFITS, among others.

5. Major Employer1 is represented on the XXXXXX Board; stakeholders like the MAJOR EMPLOYER2,and Major Employer1 have a vested interest in the project and should be willing to join the board.

RECOMMENDATION

“When XXXXXX feels ready to move forward with its first major fundraising campaign, careful consideration should be given to the components of the effort… This is the organization’s chance to take on something exciting that will make the community stand up and take notice, containing elements that serve to shine a bright light on this project. So while you do not want to overdo it, you want to create a flagship moment that will help fuel subsequent campaigns.” – CONSULTANT3 Feasibility Study

To construct a successful capital campaign, the XXXXXX must identify exciting, high-impact projects that are easy to envision and price-competitive. Fortunately, the project offers several such opportunities, two of which stand out. Confluence Park

XXXXXX has been presenting the bridges and trails near the REDEVELOPMENT SITE as just that, a series of bridges and trails. What this project offers actually is much more. GOVERNMENT AGENCY1 is the sole owner of nearly 25 acres of land AT THE SITE. Through an agreement with GOVERNMENT AGENCY2, this land could be transformed into a 25-acre park serving SURROUNDING COMMUNITIES. PARK2 would feature trails, urban art, a potential skate park and a potential dog park. Bridges would link the park to the surrounding communities.

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NEARBY, GOVERNMENT AGENCY2 already is building one of its newest parks, PARK3, on GOVERNMENT AGENCY1 subject to an agreement between THE GOVERNMENT AGENCIES – a precedent offering significant promise for constructing PARK2.

REDEVELOPMENT SITE has been identified by the Trust for Public Land as one of the most park-poor communities in all of Atlanta due to its density, relatively modest income, minority (Latino) community and dearth of public greenspace.

The cost of this desperately needed 25-acre park will be relatively modest, as there will be no land acquisition costs. XXXXXX will have to develop firmer estimates or the cost of a bridge connecting the park to REDEVELOPMENT SITE, a bridge spanning XXXXX Road, a potential skate park, a potential dog park, and a potential bridge connecting the skatepark & SURROUNDING COMMUNITY to the main portion of PARK2. The cost likely would be less than $5 – in addition to the $2 million in public funds already invested in the site, as well as the public contribution of 25 acres of land.

Multi-Use Trail Connecting Major Employer1 AND MAJOR EMPLOYER2 to the REDEVELOPMENT SITE

PARK2 also represents the potential confluence of three major multi-purpose trails connecting much of the City of Atlanta. Already under construction, the GA 400 trail will connect with the Atlanta BeltLine NEAR PARK2. As part of its restoration of the AREA OF INTEREST, the XXXXXX could incorporate a multi-use trail that would accommodate cyclists, baby strollers and joggers. This would connect three of the region’s largest employers and high-profile institutions to the city center via a trail suitable for commuting.

Connecting Major Employer1 and MAJOR EMPLOYER2 to REDEVELOPMENT SITE via a multi-use trail would enhance the profile of the project and attract additional stakeholders and funding. The MAJOR EMPLOYER2 has long supported the BeltLine, and it stands to reason that the organization would support the project financially and potentially through board participation. Developers at REDEVELOPMENT SITE, particularly STAKEHOLDER, would have a vested financial interest in the creation of this trail; providing such access to Major Employer1 and MAJOR EMPLOYER2 would increase the value of their development. Similarly, local foundations are more apt to invest in a more substantial trail. Finally, a partnership with the ORGANIZATION3 would bring added investment and funder credibility to the project.

This transportation spine would not have to be a traditional PATH Foundation trail. I would anticipate significant use of boardwalks, and the incorporation of narrower, parallel trails that minimize ecological and visual impact. The multiuse trail also would not preclude, and in fact could be used to leverage investment in, stream restoration and the creation of spur and parallel soft-surface trails. It would enhance access to these trails to the greater community, increasing visibility and use – and perhaps addressing some safety concerns.

Some board members may perceive incorporation of multi-trails as inconsistent with The XXXXXX’s vision; I have been unable to find a clearly defined vision statement for XXXXXX. If nothing else, perhaps this recommendation will help the board refine and enshrine that vision.

Whether multi-use or soft-surface trails, land acquisition presents a significant hurdle for XXXXXX’s vision of watershed restoration and public access between REDEVELOPMENT SITE and Major Employer1. Given the energy and funding needed to acquire the necessary land, the XXXXXX should create PARK2 as Phase I of its capital campaign. Success in creating that park will provide enhanced credibility and stature to any future XXXXXX capital campaign. And while XXXXXX constructs PARK2, it can allocate some resources toward clearly defining the land acquisition challenges facing any trail project connecting Major Employer1 to REDEVELOPMENT SITE.

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CONCLUSION

The XXXXXX has accomplished quite a lot for a relatively young organization. Its focus on the restoration of the AREA OF INTEREST, coupled with the development of a network of trails, is both inspiring and daunting. The organization has done an excellent job of seizing opportunities to bring resources to this effort. As it seeks to embark on a capital campaign, it is essential that XXXXXX develop clearly defined projects that inspire, impact and are attainable. This memo recommends two such projects. The first, PARK2, is more easily attained as all necessary land is under public control. The second, connecting Major Employer1 and the MAJOR EMPLOYER2 to the BeltLine, is more ambitious but faces both the challenge of land acquisition, and the challenge of earning the support of the XXXXXX Board.

My recommendation is that the board embrace this vision as a foundation upon which it can build.