Report to the City of Millwood Community Consultation
“Developing a Vibrant Business Community Project”
Executive Summary
This report seeks to advise the Millwood City Council of the progress of the “Developing a Vibrant
Business Community Project” and seeks Councils formal support of the project through focused capital
works projects and services provided by the City and Community Groups. The formal support for the
project by the Millwood City Council will facilitate seeking grants, sponsorship, donations, or community
based funding for projects and activities which “Develop a Vibrant Business Community”.
In early 2015, the City of Millwood commenced a project to assist its business community to develop a
vibrant and desirable business community. Several Community Consultation meetings were held to
canvass the views and expectations of individual businesses, business groups, community groups and
interested community members.
Key Focus Areas were identified around which to develop a unique identify for the City, to develop City
infrastructure and community events that promote the City and attract people and business to
Millwood.
Millwood as “A Gathering Place” resulted as a brand identity developed through the Branding
Committee. As “A Gathering Place” Millwood reflects and celebrates its past, tie in with its community
events into a recognizable theme to benefit the community and business. Millwood will be recognizable
place where people want to stop and explore and bond with. Essentially Millwood wants to be
recognized as a desirable destination.
The City of Millwood has an opportunity to take a leadership role to promote the City of Millwood as a
desirable destination. A focused approach through this project will assist the City to develop
infrastructure that fits the central themes and promotes the various aspects of the City and support the
well-being of the community and businesses. The community is committed to making a difference and
to that extent the formation of the Millwood Community Association provides an entity which can seek
funding, deliver services and promote Millwood separately to the City. Business groups, historical and
community support groups can now include their activities under the auspices of the Millwood
Community Association to promote a coordinated and consistently presented view of the City.
It is essential that the City of Millwood takes an active leadership role to support the “Building a Vibrant
Business Community” project. This will enable the development of cohesive programs and activities
which all support the central Millwood brand and enable funding applications to support the various
program activities.
Background and Details
In early 2015, the City of Millwood commenced a project to assist its business community to develop a
vibrant and desirable business community. The City engaged Strategem Business Consultants to assist in
the community consultation process, to act as a facilitator for the process and as the City’s
representative to continue the development of the project. The City recognized the successes of other
transformational communities in Spokane including the Parry Street District, Hillyard District, University
District and the Garland District.
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A stakeholder consultation process was developed through which interested businesses and the
community could participate. Business leaders, community groups, representatives from Greater
Spokane, the Small Business Association, Spokane County Library and interested members of the
community were invited to the inaugural Stakeholder meeting. Mayor Freeman shared the City’s desire
to develop the business community, the City’s existing capital works programs and to work with a formal
community organization. The stakeholder consultation process identified several Focus Area themes
which provides a focus for capital works programs, community programs, and harnesses current
community activities. Three Community Stakeholder Meetings, several Branding meetings and many
meetings to develop themes and action plans were held.
COMMUNITY COMMENTS RECORDED AS PART OF “BRAINSTORMING” IDEAS – Inaugural meeting
CONCERNS
ATTRACTIONS
Parking for business – Argonne
West Valley School District
Limited Growth
Access to road system – I90 – major roads
Small businesses
River
Time & Resources limited – low cost. Drug abuse – Nature
Safety
Family place
Vandalism crime
Centennial Trail
Right of way
Parking in the park
Turnoffs
Events in the park
Traffic – Volume + Speed
Bus Service
Know by School District
Historic district
Known by landmarks
Tree City USA
Intimate
OPPORTUNITIES
Nice Park
Traffic
Walkable
Regional population
Lots of amenities
Build attractions
Strong faith based
Other models to look at
Felts Field activities
Landmarks
Good population + pass through traffic
THINGS TO FOCUS ON
Large regional population not tapped into
Advertising – places, activities
How to make Millwood attractive
Who we are – develop clear identity
Getting traffic to stop and turn
What infrastructure needed to capture traffic
Repurpose buildings into identity – no identify
benefits?
What is Millwood
Gateway sign – Trent / Walgreens
Others don’t know who we are / we do.
Continue proactive interactions
Trees and Inland Empire Paper
Don’t know location
No signage unique
Attractive area but not broadcast
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Demographic data
Demographic data collected indicates that the City of Millwood has a population of 1,856, with 748
households and 148 businesses registered in the City.
Population demographics of the City of Millwood suggest that it is predominately residential, with a
large proportion (64%) of small households of 1-2 people and a majority white-collar office workers. The
average household expenditure levels ($48,000) are comparable to Spokane Value ($49,000) and to the
City of Spokane ($47,000). Consumer household spending patterns indicate that 50% of expenditure is
on groceries, department /mail /catalog purchases, computers, pharmacy and warehouse superstores.
13% of purchases are at new car dealers.
Millwood has a comparatively high proportion of home Owner-Occupancy (74%) and Renter-Occupied
(26%). This varies significantly to owner/occupancy in the City of Spokane is (53%), Tacoma (51.5%),
Vancouver WA (49.4%), and may be interpreted as people setting roots in Millwood and being a
permanent part of the community. Anecdotally people in and out of the region speak fondly of
Millwood.
Millwood has active community service groups such as the Presbyterian Church, Zion Lutheran Church
and the West Valley and Millwood Schools.
Business demographics indicate that 148 businesses are registered in the City. The ratio of Businesses to
Households essentially gives an indication of the land use devoted to business and indicates that
Millwood is much more slanted toward business than the surrounding cities. Millwood has (148/748) =
18.9% businesses, Spokane Valley 13.1%, Spokane 13.2%, and Liberty Lakes 11.4%.
Analysis of Millwood Demographics and Opportunities
Millwood has a unique opportunity to reinvent itself, to develop a readily understood and concise image
which would benefit businesses and household residents.
The City has a long and proud history as a regional center, it has many existing natural features and
buildings, is a key part as a north-south gateway between Spokane Valley and northern Spokane County,
there is a harmonious integration of nature, people, business, industry and activities. Its image is not
clear. People that know Millwood recognize its nature, the sense of community and its suburban tree
lined streets and historical homes.
Census statistics and business registrations indicate that Millwood has a large number of businesses
(184) compared to households (18.9%). Additionally, Millwood has a large house proportion of rental
housing (26% of all housing units) are business activities in their own right. The most visual businesses
are located along Trent and Argonne are retail and concentrated near the Trent/Argonne intersection
and in concentrated commercial spaces, the major being the Albertsons and Walgreen complexes.
Service businesses fill in along these roads and include attorneys, medical facilities, financial services,
motor vehicle repairs, small strip retailers, manufacturing. Community buildings are mainly off the
major streets and include the schools, churches, fire station.
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Millwood businesses are small by nature and are therefore less likely to have resources and skills to
understand the current population and economic demographics. They are also less likely to be able to
target market to regional residents and passersby and would benefit from business promotion as a
group. They are more likely to be located in Millwood because of low property prices and rents and by
extension be less likely to appeal to higher income earners. Specific marketing strategies can change this
perspective.
Not all business can benefit from passing traffic. Businesses located near the shopping precincts have
sufficient parking, relative ease of turning and attract passing traffic. Businesses near the historical area
have the most to gain from untapped passing traffic, traffic calming and additional parking.
Opportunities exist to promote the historical area to generate more interactive uses for people in this
area. The Stakeholder Group also recognized that the City’s support should assist the visible main street
as well as the invisible off-main street businesses.
Millwood currently has very strong community participation through the Better for Business Group, the
Historical Group, Friends of Millwood, Presbyterian Church, Spokane County Library, and the West
Valley School District. Many community events such as the Farmers Market, Millwood Dayz rely heavily
on community support.
Opportunities to develop a Vibrant Business Community
Millwood’s opportunity is to emulate the example of other transformations such as the South Parry,
Hillyard, Garland and University Districts, however recognizing its own unique differences, its historical
background, a limited number of small businesses and its strong community support. Given the size of
the City of Millwood and its limited resources, the City’s role could be better served by acting variously
as a FACILITATOR to stimulate and support the community and business group’s actions and to assist as
a PROMOTER in developing Capital Works programs that support Millwood and as a CONSTRUCTOR to
build community infrastructure.
Actions to date to develop a Vibrant Business Community
1. Identify Focus Areas around which to pursue opportunities
 Community – building a vibrant community through business participation
 Recreation – building a vibrant community through existing and new recreational
opportunities
 Education – building a vibrant community through education programs focused on
businesses
 Property – building a vibrant community through zoning and public and private
infrastructure
 Technology – building a vibrant community through new technologies
Focus Areas identify opportunities that are consistent with the aim to provide a vibrant business
community. Easily achieved opportunities (Low-Hanging Fruit) will be pursue for early funding and
implementation.
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2. Develop Millwood’s unique Identity and Brand
A concise Brand Identity would assist the City of Millwood and its business community to promote
the region in a cohesive and consistent way. A Brand Identity will assist in the developing cohesive
community streetscapes, infrastructure, community activities and business services.
A Brand theme was developed by the Branding Committee (volunteer Stakeholder participants), and
presented to the Community Group, the key themes of Millwood as “A gathering place”, “Small time
USA”, “linking history with a planned future”. The Community Group approved the branding themes
and recommended that the Branding Committee continue with the Branding process. Case42
donated its resources to develop a Brochure highlighting Millwood’s current features and using QR
code technology.
Case42 developed a draft “storyboard” brochure to promote Millwood and to capitalize on
Millwood as a “Gathering Place” for community and business. By recognizing and promoting the
Focus Areas the City brand recognizes it’s history, affinity with nature, community activities that
support the communal gathering and physical enjoyment and to create a destination where people
want to stop and participate in businesses in the region. Millwood was a historic gathering place for
the Spokane Tribe. The City Park is a natural place of gathering for community, leads naturally into
the historical area, tree lined streets for walking, cycling and has the nearby Spokane river as a focus
for enjoying water.
Physical entry statements at the City boundaries will define Millwood, signage on I-90 can identify
Millwood as a Point of Interest, and within the City signage directing to activities and places of
interest can be erected as once of items. Developing a common streetscape on the entire Argonne
with its epicenter in the historical district provides a common theme for businesses to promote.
A coordinated promotion methodology through brochures, icon scanning, use of the a community
Website, promotions through clever internet traffic, participation with Greater Spokane are
examples of effective and low cost promotion of the City’s and its attractions.
3. Millwood Community Association
The Millwood Community Association is a 501 (3) organization and was established to act as a
community and business organization, separate from the City of Millwood which can harness the
community and work with the City of Millwood to promote activities and events within Millwood
and create a vibrant community and benefiting businesses. The inaugural directors are Shirene
Young, Dave McClave and Alexander Scott.
4. Millwood Ambassadors:
Project Ambassadors were nominated to act as “Champions” for the revitalization project, to be the
Leaders of the Focus Area and to promote the “Building a Vibrant Business Community” project and
to continue as a link into the future.
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Focus Group
Area
Business
Association
Community
Recreation
Education
Property
Technology
/ Ambassadors
Shirene Young, Dave McClave, Alexander Scott
Shirene Young, Greg Mott, Marge Anderson
Vickie Naccarado and Sam
Sheree West, Sue Shields
Chuck Watson, Jeff Postelwait
Chuck Watson, Jeff Postelwait
5. Low-Hanging Fruit:
Focus Group will identify opportunities that are consistent with the aim to provide a vibrant
business community. Easily achieved opportunities (Low-Hanging Fruit) will be presented to the
Millwood Community Association and the City for early funding and implementation.
Examples of City Infrastructure includes entry signage, streetscape designs for the historic district;
city park design; walking paths to link the City Park to the historic district and to the West Valley
School; traffic calming along Argonne; safe crossing places along Argonne; parking along Argonne,
identifying and promoting off-main-street parking at the City Park, near the community center and
other designated areas around the City and places of interest; engaging with Spokane County for
river access and parking near the Argonne bridge; street furniture to promote walking, cycling and
other enjoyment of the City, information plaques to promote the City’s history.
Examples of Community participation includes:
 using the existing resources, web sites and support of the Historical Society and Friends of
Millwood to promote the City’s history, to identify places of interest for visitors
 promoting businesses through communal brochures, mobile apps such as Q-links and
community internet site
 developing activities to promote the City’s brand as a Gathering Place through community
events
 promotion of existing businesses / community functions such as Farmers Market, Millwood
Cycling, Rockwood Bakery, The Corner Door, Banner Bank, Walmart, Albertsons
 promote cycle pathways in the Millwood which cater for people at different skill and ability
levels and showing cycle routes that promote the City’s history and future
 promote the natural attractions in the City such as the tree lined street, the Spokane river
frontage, promoting existing river entry points, new access near Argonne Bridge and an
opportunity to stroll into the commercial, historic and recreational areas
 attracting new businesses to the City which can build upon the City’s brand
 promoting the technological opportunities available as a “smart city” through community
wi-fi, high capacity telecommunications
 developing smart technology for safer communities
 developing on-going education for business and community through the Spokane County
Library outreach programs and bringing SBA and other business support to Millwood
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

developing partnerships with universities / colleges with local businesses whereby students
can undertake projects that assist the student studies and the business – for example
undertaking marketing surveys, developing streetscapes, developing community programs
to focus on health or community well being
promoting Millwood as a center of business excellence with monthly business presentations
by academics and local businesses focusing on a topic of interest and show casing a business
in the Millwood region. This facilitates business knowledge and show promotes local
business and promotes Millwood as being progressive.
6. Funding:
Numerous opportunities exist through grants, sponsorship, donations, or community based funding.
Key to grant funding will be clearly defined goals, mechanisms for accountable project design
development and project delivery and the support of the City of Millwood and its community.
Conclusion
The City of Millwood has an opportunity to take a leadership role to promote the City of Millwood as a
desirable destination. A focused approach through this project will assist the City to develop
infrastructure that fits the central themes and promotes the various aspects of the City and support the
well-being of the community and businesses. The community is committed to making a difference and
to that extent the formation of the Millwood Community Association provides an entity which can seek
funding, deliver services and promote Millwood separately to the City. Business groups, historical and
community support groups can now include their activities under the auspices of the Millwood
Community Association to promote a coordinated and consistently presented view of the City.
It is essential that the City of Millwood takes an active leadership role to support the “Building a Vibrant
Business Community” project. This will enable the development of cohesive programs and activities
which all support the central Millwood brand and enable funding applications to support the various
program activities.
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