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Fairfax City Economic Development highlights tourism push, business retention programs
Summary
City economic development staff and the Economic Development Authority reported on branding, business retention incentives, and a new tourism focus that could include a DMO designation and temporary TOT changes to support marketing and visitor promotion.
City economic development staff and the Economic Development Authority presented a broad update on Monday night about efforts to support businesses, attract investment and build a tourism identity for Fairfax City.
Chris Bruno, director of Fairfax City Economic Development, said the office has rebranded as Fairfax City Economic Development (FCED) and operates in a hybrid model with the EDA to provide services to small businesses and to pursue strategic partnerships. "We are pretty consistent in stressing that we are a non-regulatory, client-focused agency," Bruno said.
Business programs: Staff described a lease-incentive program (LIFT) and facade/interior matching grants that staff said have helped dozens of small businesses renovate and remain in the city. Maurice Patel, acting business-investment manager, said retention is a focal point: "Keeping our businesses here and happy" helps drive local job growth and investment.
Tourism and TOT discussion: Stephanie Gerson, tourism and placemaking specialist, outlined a nine-point tourism plan and recommended exploring a destination marketing organization (DMO) designation and a potential reallocation or increase of the transient occupancy tax (TOT) to fund destination marketing. "We do not have a DMO," Gerson said. "By not participating in tourism-related efforts, we are missing out on outside dollars that could be reinvested in the city." Council members asked staff to return with options and fiscal calculations for potential TOT changes.
Public relations and branding: Britney Jones, PR and marketing manager, described a recent rebrand, new website (gofairfaxcity.com) and a "Faces of Fairfax City" video series. The EDA highlighted partnerships with George Mason University, SelectUSA and international outreach efforts that staff view as key to bringing small and medium employers to the city.
Why it matters: Fairfax City aims to leverage a compact downtown (Old Town), three museums and proximity to George Mason University to build visitor demand and support local businesses. City and EDA leaders said the programs are intended to keep businesses active, to draw visitors for dining and events, and to maintain high occupancy in the city’s commercial buildings.
Next steps: Staff said it will return with more detailed proposals and implementation plans for a potential TOT/DMP (destination marketing plan) and with job postings to fill vacancies on the FCED team.
