North Fulton cities invest now for future payoff

The company has already released a 100-page "competitive snapshot" that gives an economic history and vision for the city of 52,000. Though it's tone is optimistic, the facts tell of a battering in 2009.

Although Alpharetta comprises 9.6 percent of Fulton County’s total employment, it was home to 27.8 percent of county job losses due to layoffs and closures in 2009. Job losses in Alpharetta alone made up 10.2 percent of the 10-county metro region’s total in 2009. Already this year, there have been three significant layoffs or closures, with 310 jobs lost.

The Wall Street Journal named Alpharetta “bank failure capital of the U.S.” The city has argued many of the banks mentioned in the article are in Johns Creek and Milton, not Alpharetta.

At the same time, Forbes' ranked the city No. 1 on its annual list of the "Best Places to Move To" in the United States.

The city's downtown is bustling. More than half a dozen new businesses opened in the past year.

"I have enjoyed being in Alpharetta because it offers the best of both worlds, the small town feel and the big city conveniences," said Glenda Jennings, owner of the Coffee Pot on Main Street. "Alpharetta allows us to give personal service to our customers, most we know by name."

The city's last customized economic plan was drawn seven years ago.

"It was time that we embark on a new plan," said Christopher Jones, Alpharetta economic development coordinator.

To start, Market Street interviewed more than 40 people last month -- residents, owners of large and small companies as well as civic leaders from North Fulton. They were asked about the advantages and shortcomings of doing business in Alpharetta.

City officials made a conscious effort to exclude themselves from the discussions.

"People speak more openly when the city's not there," Jones said. "So we really did get some very good comments about where people feel the city needs to go."

Even the online polling, available on the city's website, is channeled through Market Street.

The company then evaluated which city ordinances promote good growth and which need to be fine-tuned, Jones said. The snapshot also looked at permitting and incentives, comparing them on a regional and national level.

"So many people say ‘Well, Roswell is your competition, or Sandy Springs or Norcross,' " Jones said. "But really we're finding our competition is Houston, Carey, N.C. and other cities across the country."

For Roswell, a customized economic development plan is all new.

Alice Wakefield, Roswell community development director, said the city plans to spend $120,000 to hire a firm to develop the 10-year plan. Bids should be received by next month.

Council members have said the city needs to be more aggressive in marketing itself. The plan would require expertise not found in the community development department, Wakefield said. Coming up with incentives to lure new businesses will be crucial, but the council wants to emphasize existing businesses.

“The main thing is to maintain and support small businesses,” Wakefield said.