BUSINESS
GUIDE
THE DOWNTOWN WHEATON ASSOCIATION
Guidelines and resources
for opening
a business
in downtown Wheaton
www.DowntownWheaton.com
DOWNTOWN WHEATON ASSOCIATION’S
Welcome to
THE DOWNTOWN WHEATON
ASSOCIATION BUSINESS GUIDE
CONTACT US
Questions about starting your
business in downtown Wheaton
or applying for a grant?
1. CALL 630.682.0633
2. EMAIL: Director@
downtownwheaton.com
3. VISIT OUR WEBSITE:
www.downtownwheaton.com
4. SUBMIT FORMS ONLINE:
www.downtownwheaton.com/
open-a-business
DOWNTOWN WHEATON, ILLINOIS enjoys a fine history
steeped in tradition, yet it stays in touch with current trends. Today’s
downtown Wheaton features a culturally-rich mix of restaurants,
shops and services that attracts a nationwide customer base.
Founded more than 175 years ago, Wheaton is vibrant and growing
today due to its strong sense of community and family. It continues
to set the pace for neighboring towns. Responding to public demand,
Wheaton was one of the first cities in the area to adopt outdoor
café-style dining and beverage service. In downtown Wheaton,
quality, contemporary dining blends with modern retail shops and
personalized service to create a community destination that is
second to none.
A special benefit of owning a business in downtown Wheaton is the
level of support offered by the Downtown Wheaton Association.
One of the core purposes of the DWA is to encourage and support
CONTENTS
Introduction . . . . . . . . . . . . . . . . . . . . . . 1
Downtown Wheaton
Demographics and Statistics . . . . . . . 2
The DWA Step-by-Step Start-up
Guide to Opening a Business
in Downtown Wheaton . . . . . . . . . . . . 3
The DWA Step-by-Step Start-up
Flow Chart . . . . . . . . . . . . . . . . . . . . . . . 4
Retail Business Grant Program . . . . . 5
Façade Grant Program . . . . . . . . . . . . 11
new businesses in order to help our community grow. We have done
so in a variety of ways, including:
• Offering tools and expertise to help you get started
• Providing continuing support to local businesses, including the
many features of our website: the DWA Business Directory, a DWA
members Jobs Board, a Calendar of Events, marketing tools such
as the Shoppers’ Club and Featured Business honors
• Hosting and sponsoring special events to attract the community
and shoppers
• And much more
PA G E 1
7.2013DWA
Downtown Wheaton Demographics
and Statistics*
Distances/data from Main and
Front Street intersection
1
MILE
3
MILES
5
MILES
Population Estimate
15,291
106,724
232,220
Households
5,089
38,370
82,554
$100,521
$105,997
$95,287
Average Household Income
Est. Population by Sex
Male:
49.41%
49.30%
49.94%
Female:
50.59%
50.70%
50.06%
Est. Population by Age
Age 0–4:
5.81%
6.55%
6.58%
Age 5–9:
6.02%
6.77%
6.82%
Age 10–14:
6.17%
7.42%
7.24%
Age 15–17:
3.98%
4.96%
4.71%
Age 18–20:
12.39%
4.77%
4.25%
Age 21–24:
9.36%
5.78%
5.61%
Age 25–34:
10.49%
10.58%
12.16%
Age 35–44:
12.91%
13.70%
14.80%
Age 45–49:
7.32%
8.58%
8.43%
Age 50–54:
6.76%
7.96%
7.71%
Age 55–59:
5.62%
6.78%
6.50%
Age 60–64:
4.12%
4.89%
4.74%
Age 65–74:
4.95%
5.87%
5.54%
Age 75–84:
2.97%
3.76%
3.33%
Age 85 and over:
1.14%
1.63%
1.59%
Average Age
34.57
37.10
36.74
Marital Status (age 15+)
Total, Never Married:
34.46%
25.51%
26.06%
Married, Spouse present:
50.83%
58.98%
57.74%
Married, Spouse absent:
5.24%
3.62%
3.91%
Males, Never Married:
17.47%
13.51%
14.48%
Females, Never Married:
16.99%
12.01%
11.58%
Households by Household Type
Family Households:
66.77%
71.12%
71.13%
Nonfamily Households:
33.23%
28.88%
28.87
*2008 Estimated Statistics. Visit: http://www.wheaton.il.us/demographics/
for complete listing.
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The DWA Step-by-Step Start-up Guide to
Opening a Business in Downtown Wheaton
Questions about the process?
1. CALL: 630.682.0633
2. EMAIL: Director@
downtownwheaton.com
3. VISIT OUR WEBSITE:
The DWA is here to support new business ventures in downtown
Wheaton. We offer our vast knowledge—and have developed helpful
tools—to assist entrepreneurs through the process. Below, we have
assembled a concise step-by-step list to follow to open your business
in Wheaton. We welcome you to the community and look forward
to watching your dream become a reality.
www.downtownwheaton.com
4. SUBMIT GRANT
THE DWA STEP-BY-STEP START-UP GUIDE TO OPENING
APPLICATIONS ONLINE:
A BUSINESS IN DOWNTOWN WHEATON:
www.downtownwheaton.com/
• DOWNLOAD this DWA Business Guide, if you would prefer to view it
open-a-business.html
on your computer: visit www.downtownwheaton.com. When viewing
it on your computer, clicking on links within it will take you directly
to online resources.
• CONTACT The City of Wheaton, Economic Development
Department to discuss the permit and approval process.
Jim Kozik, Director, Economic Development
Is your business in the FOOD
Address: 303 W. Wesley Street, 1st Fl, Wheaton, IL
SERVICE INDUSTRY? Here are
Phone: 630.260.2008
a few additional resources to
help you get started:
• SECURE PERMITS from
the DuPage County Health
Department:
Email: jkozik@wheaton.il.us
Website: www.wheaton.il.us/departments/economicdev/
• APPLY FOR a Permit of Occupancy through The City of Wheaton.
See this website for further details: www.wheaton.il.us/permits
• GET ANSWERS to other frequently asked questions. Learn about
Environmental Health Services
topics such as what type of signage allowed, if a business license is
Address: 111 N. County Farm Rd.
required, and more at: www.wheaton.il.us/departments/economicdev/
Wheaton, IL 60187-3988
detail.aspx?id=1372
Phone: 630.682.7400 x 7046
Website: www.dupagehealth.org
• APPLY FOR a liquor license, if
you plan to serve alcohol, from
The City of Wheaton:
City Hall
Address: 303 W. Wesley St.
• JOIN the Downtown Wheaton Association, a membership that
easily pays for itself. Perks include a highlighted listing the DWA
Business Directory, marketing assistance through benefits such as the
Shopper’s Club and Featured Business, a free Jobs Board, ability to
post your events on the DWA calendar and more.
• JOIN the Wheaton Chamber of Commerce to get involved and enjoy
Wheaton, IL 60187
access to helpful business networking opportunities.
Phone: 630.260.2000
Address: 108 E. Wesley Street, Wheaton, IL 60187
Website: www.wheaton.il.us/
government/commissions/
liquor.aspx?id=1050
Phone: 630.668.6464
Email: info@wheatonchamber.com
Website: www.wheatonchamber.com
• APPLY FOR parking permits for business owners and their
employees: www.wheaton.il.us/business/default.aspx?id=52
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The DWA Step-by-Step Start-up Flow Chart
Please note: These steps don’t need
to be done in a specific order, as
each business has its own, unique
requirements. This chart is meant
to help simplify the process.
Additional details are listed on the
previous page.
DOWNLOAD
this DWA Business
Guide at:
www.downtownwheaton.
com.
Links within it are
clickable and will take
you to online resources.
CONTACT
APPLY FOR A
Wheaton’s Economic
Development Dept. to
discuss the permit and
approval process.
Permit of Occupancy
through The City of
Wheaton.
Jim Kozik, Director
Phone: 630.260.2008
For further details, see:
www.wheaton.il.us/
permits
Email: jkozik@wheaton.il.us
Additional Resources
JOIN
JOIN
The Downtown Wheaton
Association and enjoy
marketing tools, business
listings, enews and more.
The Wheaton Chamber
of Commerce to get
involved & access helpful
business networking.
Phone: 630.682.0633
Phone: 630.668.6464
Email: Director@
Email: info@
downtownwheaton.com
wheatonchamber.com
GET ANSWERS
APPLY FOR
to other frequently
asked questions about
opening a business:
www.wheaton.
il.us/departments/
economicdev/detail.
aspx?id=1372
Parking permits for
business owners and their
employees: www.wheaton.
il.us/business/default.
aspx?id=52
• LOCAL NEWS: www.wheaton.
patch.com
• LOCAL EVENT SUBMISSION:
http://wheaton.patch.com/
events/new
• NEWS SUBMISSION:
http://wheaton.patch.com/
announcements/new?return_
to=%2Fannouncements%2Fnew
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Retail Business Grant Program Information
FILL OUT AND SUBMIT
THIS GRANT’S APPLICATION
ONLINE:
downtownwheaton.com/
THE CITY OF WHEATON
(Department of Planning and Economic Development)
open-a-business/
PURPOSE
retail-business-grant-
The purpose of the Retail Business Grant Program is to attract
application
targeted retail businesses and to assist existing businesses in
Downtown Wheaton (Downtown) with expansion activities.
ELIGIBILITY
General guidelines exist for both new and current businesses but
priority will be given to businesses that best complement the
Downtown Wheaton retail mix. A new or current business in the
Downtown, which conforms to targeted retail categories, will be
eligible for the Retail Business Grant Program (see Retail Category
List, page 4). Each retail business shall provide new merchandise for
sale as a majority of all merchandise for sale at the business; resale
stores are not eligible for the Program. Antique stores shall be eligible
for the Retail Grant Program, subject to Selection Committee review.
Existing retail businesses that have expansion plans may also apply
to the program. As grant monies derive from the City TIF funds, only
businesses residing in or moving into the TIF districts are eligible.
GENERAL DESCRIPTION
Goals: The Retail Business Grant Program’s goals are twofold.
1. To strengthen the retail mix in the City’s downtown via variety and
complementary stores.
2. To grow existing retail clusters:
a. Apparel
b. Home decorating
c. Specialty foods
d. Jewelry
e. Entertainment (non-dining)
f. Crafts and hobbies
Examples of strengthening the retail mix might mean adding stores
such as teen and women’s apparel, or a gourmet food store in to
provide greater variety to the downtown shopping experience and to
encourage retail stores with evening hours.
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DOWNTOWN WHEATON RETAIL BUSINESS GRANT PROGRAM INFORMATION
NOTE: April 1st, 2014 will be the
Applications must include projected tangible benefits to the TIF
last date to submit an application
districts. Some examples would be annual sales, number of jobs
for the 2013–2014 grant cycle.
created, etc.
Applications may be obtained
from and submitted to:
Department of Planning and
Economic Development
303 W. Wesley Street
Wheaton, Illinois 60187
630.260.2008 PHONE
and
Downtown Wheaton Association
108 East Wesley Street
Wheaton, Illinois 60187
630.682.0633 PHONE
GRANT FUNDS ELIGIBILITY
Participants will be eligible for up to $10,000. Participants must
expend verified funds and then will be reimbursed for qualified
expenditures (see Acceptable Expenditures, page 4) up to but not
exceeding 50% of acceptable expenditures. The Retail Business Grant
Program shall not exceed $10,000 per participant and during the
2012–2013 funding year, the City’s full expenditure shall not exceed
$75,000. The Selection Committee may recommend amounts of less
than $10,000.
PROCEDURE
Candidates for the Retail Business Grant Program should contact
the Department of Planning and Economic Development or the
Downtown Wheaton Association for applications. April 1st, 2014 will be
the last date to submit an application for the 2013–2014 grant cycle.
Applications may be obtained from and submitted to:
Department of Planning and Economic Development 303 W. Wesley Street Wheaton, Illinois 60187 630.260.2008
Downtown Wheaton Association
108 East Wesley Street
Wheaton, Illinois 60187
630.682.0633
SELECTION COMMITTEE
The Selection Committee will review all applicants on an as-needed
basis. Proposals shall be evaluated on their viability, their contributions
to the TIF districts retail mix, their support to the City tax base
and their completeness and eligibility. When appropriate, banking
professionals from the City of Wheaton will be asked for their insight
in terms of reviewing or strengthening a business plan.
After the Selection Committee has made a decision regarding an
applicant’s grant eligibility, the Committee will inform the City
Manager and City Council of their decision.
The Selection Committee will be comprised of the following four
representatives:
• Downtown Manager, Downtown Wheaton Association
• Director, Department of Planning and Economic Development
• President, Downtown Wheaton Association
• A City Council representative
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DOWNTOWN WHEATON RETAIL BUSINESS GRANT PROGRAM INFORMATION
EXAMPLES OF ACCEPTABLE EXPENDITURES
• Build out of Space
• Building Code improvements
• First Three Months of Rent (existing business must move into a new
space in a TIF district or expand their existing space).
• Moving Expenses
• Visual Merchandising
• Retail Consulting
• Licensed Space Designer (ASID)
EXAMPLES OF NON-ACCEPTABLE EXPENDITURES
• Production Equipment
• Media Marketing and Advertising
• Payroll
• Day-to-day operational costs (e.g. utilities, taxes, maintenance)
• Refuse
• Product
RETAIL CATEGORIES (NEW AND CURRENT BUSINESSES)
• Clothing Stores (all ages)
• Produce Market
• Design/Decoration/Furniture
• Electronics
• Home Improvement
• Specialty Food
• Crafts/Toys/Hobbies
• Custom Jewelry (Silversmith/Goldsmith)
• Kitchen/Home Accessories
• Children’s Product
• Entertainment venues which complement our numerous restaurants
• Specialty Retail
• Shoe Store
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DOWNTOWN WHEATON RETAIL BUSINESS GRANT PROGRAM INFORMATION
Application Form to be
accompanied by applicant’s
Business Plan
FILL OUT AND SUBMIT
THIS GRANT’S APPLICATION
ONLINE:
downtownwheaton.com/
BUSINESS PLAN OUTLINE REQUIREMENTS
Business plan outline should include as many of the following as possible:
1. Description of your business and industry
a. Your business
b. The industry and its history
2. Features and advantages of your product
open-a-business/
a. Description
retail-business-grant-
b. Competitive advantage
application
c. Proprietary position
d. Future potential
3. Market research and analysis
a. Definition of your customers and markets
b. Market size and trends
c. Competition
4. Estimated market share and sales
a. Market plan
b. Market strategy
c. Pricing
d. Sales tactics
e. Service and warranty policies
f. Advertising, public relations and promotions
5. Design and development plans
a. Development status and tasks
b. Difficulties and risks
c. Costs
6. Operation plans
a. Business location
b. Facilities and improvements
c. Strategy and plans
d. Labor force
7. Management Team
a. Key management personnel (credentials/resume)
b. Management assistance and training needs
8. Overall Schedule
a. Timing of critical activities before opening (e.g. company
incorporation, signed lease, suppliers ordered, employees hired,
opening date)
b. Timing of critical activities after opening, (e.g. expansion,
product/service extension)
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DOWNTOWN WHEATON RETAIL BUSINESS GRANT PROGRAM INFORMATION
9. Critical risks and problems (how will you respond?)
a. Price cutting by competitors
b. Unfavorable industry-wide trends
c. Operating cost overestimates
d. Low sales
e. Difficulties obtaining inventory or supplies
f. Difficulty in obtaining credit
g. Lack of trained labor
10. Financial Plan
a. Profit and loss forecasts for 3 years (first year monthly)
b. Cash flow projections for 3 years
c. Proforma balance sheet at start-up, semi-annually in first year
and at the end of 3 years
RETAIL BUSINESS GRANT PROGRAM TERMS AND CONDITIONS
1. The business must be located within the Wheaton TIF district
boundaries. An existing business in Wheaton that is outside of the
TIF district boundaries would not be eligible for funds unless it was
opening an additional location in the City of Wheaton TIF district
boundaries.
2. Businesses that are thought to add to or enhance the business mix
of the Downtown will be favored.
3. The criteria for evaluation will be the feasibility of the business
plan. An applicant may be required to submit a personal financial
statement. A successful business plan will be the one that conveys
the most promising combination of financial feasibility, product and
market knowledge, growth potential, job creation and financial need.
4. Applicants to the Retail Business Grant Program must have a
minimum three-year lease in a first floor retail location along a
public street. In some instances, approval may be contingent upon a
written lease from a landlord and the applicant.
5. Each applicant will retain all rights to the business plan regarding its
use at all times.
6. The Selection Committee may request a personal interview and/
or the proposal business plan to be presented as part of the review
process.
7. All businesses must submit applications and complete review by the
Selection Committee prior to the opening of the business in the TIF
district. A new or expanding business either must open for business
or have expanded their business within nine months from the date
of grant approval.
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DOWNTOWN WHEATON RETAIL BUSINESS GRANT PROGRAM INFORMATION
NOTE: PLEASE DIRECT
QUESTIONS TO:
Department of Planning
and Economic Development
630.260.2008
or
Downtown Wheaton Association
Paula Barrington
630.682.0633
Director@downtownwheaton.com
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9. All eligible expenditures will be matched by the City of Wheaton at
50% of costs as designated by an appropriate receipt or invoice.
10. Only one grant shall be awarded per business for each location
and/or expansion.
11. Failure to abide by the grant terms and conditions will result in
forfeiture of Retail Business Grant Program funding.
12. An Applicant who is rejected by the Selection Committee will have
the option of appealing to the City Council.
13. The City Council has the right to amend or waive program terms
and conditions to accommodate special circumstances.
Façade Grant Program Information
FILL OUT AND SUBMIT
THIS GRANT’S APPLICATION
ONLINE:
www.downtownwheaton.com/
open-a-business/
The City of Wheaton Façade Grant Program is intended to encourage
Downtown property owners and tenants to re-invest in and renovate
their exteriors. Wheaton is fortunate to have a valuable resource of
buildings in its Downtown. Revitalizing building façades is key to
protecting this resource and attracting new business and customers.
facade-grant-application
USE OF FUNDS:
Work which qualifies for reimbursement includes improvements
to the exterior to the building such as painting, cleaning, tuck
pointing, façade repair, window repair, or replacement signage and
other permanent improvements to the property consistent with
the architectural integrity of the building or site. Other eligible uses
include rear access renovation and landscaping.
Funds may not be used for working capital or property, equipment,
or inventory acquisition, or refinancing of existing debt, or refinancing
private funding.
ELIGIBILITY:
The structure to be rehabilitated must be located in the Central
Business District between West and Washington and Seminary
and Illinois. The applicant must be the owner, mortgagor, contract
purchaser, or long-term lessee including any private, public or nonprofit entity providing goods and services to the general public.
The exterior of the property must meet all City of Wheaton Building
Codes. In the event that a violation is present, correction of the
violation must be made prior to disbursement of the rehab grant.
Work may not be initiated before City approval of the façade
application is granted.
DESIGN:
Note: Work performed prior to
The City of Wheaton must approve the design of the project. For
securing City of Wheaton Façade
property located within the Downtown Area, the Downtown Design
Grant approval, does not qualify
Guidelines for awnings are applicable. The guidelines are as follows:
for reimbursement
1. Awnings should reflect traditional prototypes in scale and
placement, but can be contemporary in design.
2. Where applicable, awning configuration should coordinate with
adjacent building awnings in height, width and profile.
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DOWNTOWN WHEATON FAÇADE GRANT PROGRAM INFORMATION
FILL OUT AND SUBMIT
THIS GRANT’S APPLICATION
ONLINE:
www.downtownwheaton.com/
open-a-business/
facade-grant-application
3. Awnings should not cover architectural elements or span across
structural bays.
4. Simple pitched awning profiles, either retractable or fixed, are
recommended. Arched or rounded awning profiles are not
recommended in the downtown core.
5. Weather-treated fabric awnings or fixed metal canopies are
recommended. Awnings with a shiny finish (vinyl) are not
recommended.x:\word\ program guidelines
6. Awning color should be muted and should complement, rather than
overwhelm, the overall building color scheme.
7. Internally illuminated or back-lit awnings are not recommended.
AVAILABILITY OF FUNDS
As of May 1, 2012, the City Council allocated up to $75,000 for façade
rehab grants. Applicants will be reimbursed for 50% of the value of
the construction up to a maximum grant of $2,500 per storefront. For
the purposes of this program, a storefront shall be considered to be
25 feet of street frontage. A façade may be eligible for a grant of up
to $2,500 if the total project cost is at least $5,000. A grant of up to
50% of the cost of a new awning or sign is also available up to $2,500.
An initial grant of up to $1,000 is available for conceptual architectural
drawings. Additional architectural fees can be reimbursed to a
maximum of $2,500 if the project is completed and executed
according to a design approved by the City of Wheaton. Applicants
who receive grants but do not undertake projects are required
to submit all design documents to the City. Applicants and their
architects are required to meet with staff prior to submitting an
application.
APPROVAL:
Note: Work performed prior to
securing City of Wheaton Façade
Grant approval, does not qualify
for reimbursement
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Applications will be reviewed in the order which they are received.
Approval will be based on the following criteria: the condition of the
existing structure, the value of the completed improvement, and the
quality of the proposed design.
DOWNTOWN WHEATON FAÇADE GRANT PROGRAM INFORMATION
APPLICATION PROCESS:
1. The applicant contacts the City of Wheaton Planning & Economic
Development Department to determine eligibility of the project.
2. The applicant completes and submits a formal program application,
along with a plan drawn to scale, elevations, if any, altered façade
drawn to scale, and photographs of the existing condition.
3. The City staff will review the application.
4. Applicant notified in writing of project approval.
5. Prior to renovation, the applicant secures any required building
permits.
6. Applicant submits copies of paid bills and canceled checks to the
City for reimbursement.
7. City inspects completed project to ensure that work was performed
as outlined in application.
8. Applicant is reimbursed in the amount of the approved grant(s).
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