10 Key Insights
11 Strategic Framework
12 Standing Principles and Strategic Initiatives
14 Outline of Standing Principles
16 Outline of Strategic Initiatives
18 Next Steps
TOGETHER, WE ARE CREATING
6,700 2,650 4,400
RESIDENTS HOMES ACRES
A FLOURISHING FUTURE
47 4 1
PARKS VILLAGES COMMUNITY
From the beginning, DC Ranch was envisioned as a
special community. Its continued success is the result
of thoughtful planning and careful consideration of
the key elements that contribute to creating a thriving
community. Architectural integrity and design,
maintenance of roads and security, and developing a
sense of connectedness among residents are integral
components of the DC Ranch experience and brand.
And though these three operational areas are certainly
interconnected, they are distinct services that require
varied expertise. As a result, DC Ranch operates with
three governing entities: the Community Council,
Ranch Association and Covenant Commission. All
three collectively work toward the same goal: To
serve residents and create a beautiful community that
functions well, creates a deep sense of belonging and
plans for a flourishing future.
DEFINING PROSPERITY FOR DC RANCH
As the community nears its 20th anniversary, residents,
stakeholders, and DC Ranch embarked on a strategic
planning initiative to guide the community’s efforts for
the next three years. This is important for maintaining the
community’s desirability and premium home values.
Developing a strategic plan takes collaboration.
Throughout DC Ranch’s history, residents have had an active
role at DC Ranch. The first and most significant opportunity
for resident involvement was the Community Visioning
Collaborative that took place in 1999. Residents and
stakeholders developed a set of DC Ranch Community Values
which still serve as a cornerstone for the community today.
BRAND MANAGEMENT STUDY
More than 15 years later, residents continue to play an
active role in charting the community’s future. The brand
management study in early 2016 was designed to assess
the current reputation and perception of DC Ranch among
residents, stakeholders, and the public at large.
Then, a resident survey in 2016 provided statistical
information about the community’s evolving demographics
and interests. The strategic plan is the final step in this
phased approach to help the community determine where
it should be taken and how.
STRATEGIC PLANNING INITIATIVE
The strategic planning initiative, DCR2020, was
launched in November, 2016 as a tool to create a road
map to protect the value of DC Ranch by laying the
groundwork for multi-year priorities to guide future
operational decisions. The goal is for DC Ranch to remain
on the forefront of security and technology, capital projects,
and community life initiatives that create value for its
current and future homeowners and stakeholders.
A comprehensive approach was utilized in the development
of DC Ranch’s strategic plan. The major components included:
DCR2020 Task Force
Strategic Planning Consultant hired
(Advanced Strategy Center)
Resident input sessions
Business/Realtor input session
Community Leader input session
(public, private and civic leaders)
Community Council and Ranch Association Board input
To begin the extensive input process, a series of ten
interactive focus groups were conducted with residents and
various stakeholders (businesses, realtors and
at-large community leaders). Advanced Strategy Center
(ASC) posed a series of questions to participants including
what they value at DC Ranch currently and what they would
like the community to focus on in the future. More than 150
participated in the focus groups.
Throughout the sessions, strong planning themes emerged.
ASC then conducted an online, Ranch-wide survey to
gain feedback on the key preliminary elements that were
developed during the focus groups.
The survey rankings and open responses obtained from 182
residents were consistent with the information gathered
from the focus groups.
Residents indicated that DC Ranch should continue to
focus on providing a safe environment, effective financial
practices, open communication, and high-quality
maintenance and appearance.
Additionally, residents ranked the preliminary strategic
initiatives very positive. Residents gave highest ratings to
investing in health, wellness and active lifestyle; further
developing an amenity-rich community and level of
programming; and, identifying and positioning DC Ranch
for the target buyers of the future.
A SNAPSHOT OF DC RANCH TODAY
Based on the feedback received throughout the input
process, Advanced Strategy Center provided the
following key insights:
A BALANCED ENVIRONMENT IS IMPORTANT
The most unique and differentiating characteristic of DC
Ranch is the proximity to the McDowell Sonoran Preserve
and its commitment to providing open space and trails
with the community. The balance between this natural
environment and the developed environment is a defining
characteristic. It is an essential part of what draws people, it
is imbedded in the Community Values and, at times, it will be
challenged. It will be important for DC Ranch to be proactive
and play a leadership role to maintain the desired balance.
COMMUNITY ENGAGEMENT MATTERS
DC Ranch has created a strong community feel for its residents
that creates an active lifestyle, a welcoming and engaging culture
and the ability to support a broad set of resident backgrounds
and interests. Communication and interaction with the
community is vital to maintaining that community engagement
and is the key to being aligned with changing interests.
FUNDAMENTAL VALUES ARE IN PLAY
It was clear from the resident focus groups that certain
qualities/characteristics that are in place today are critical
to maintain for the future. Such as protecting the value of
homes as a primary investment, ensuring a safe environment,
maintaining the beautiful appearance, continuing to invest
in infrastructure and a broad set of activities to maintain the
active lifestyle. These attributes are aligned with essential
values that are long lasting: A sense of peace of mind that my
investment and future are secure; a sense of security that we
have a safe and protected environment; a sense of freedom that
we can be who we want to be in this community and engage
in the lifestyle activities that are important to us. These are
powerful and enduring values that should not be forgotten.
WHERE WE ARE TODAY IS INSUFFICIENT FOR THE FUTURE
Considering DC Ranch’s highly-respected reputation and
environment, it could be tempting to stay with the status
quo. While that might serve DC Ranch for the near term, it
will not serve it for the strategic future. Target buyers of the
future will look for new amenities, activities, infrastructure
and technology; and home and building designs with
alternative energy and safety advances. It’s important to
value the current environment, but be willing to move it
forward in the right way.
THE BUILT ENVIRONMENT HAS A UNIQUE IMPACT
The impact of the built environment directly affects health,
attitude and engagement, and is measurable. Decisions on
how DC Ranch looks, feels, the open trails, the proximity
of services, the style of building, the road infrastructure,
the community centers and facilities create the built
environment and directly affect the quality of life within the
environment. DC Ranch can and should control the built
environment within DC Ranch.
The DC Ranch Strategic Plan was developed based on the
collective input received from numerous focus groups, a
Ranch-wide resident survey, the designated task force,
and both the Community Council and Ranch Association
Board of Directors. The outcome from this process was the
development of eight STANDING PRINCIPLES and the six
To ensure that an ambitious but attainable strategy is
launched and realized over the next three years, it is
important that the plan’s framework is grounded in
Standing Principles that will serve as the foundation and
provide continuity for future endeavors. Equally important
to the strategic plan are the Strategic Initiatives which
identify areas of focus for the next three years. They are
consistent with DC Ranch’s community values and work to
enhance the DC Ranch brand.
DC Ranch’s guide of how business is conducted in all circumstances, at all times. Aligned with values, they are DC Ranch’s
approach to core foundational and operational activities. Each of the eight principles will be supported by strategies, tactics,
and measures. Standing Principles are listed in no particular order.
Fully Support The
DC Ranch Brand
Maintain The Highest Level
Landscape And Appearance
Attract, Train And Retain
The Highest Quality Staff
Be An Active And Engaged
Voice In regional
Foster Open And Transparent
DC Ranch’s focus areas for the next three years. The six initiatives were developed through significant resident input during
the strategic planning process. The initiatives align with the community’s vision, values, and standing principles. Each
initiative will be supported by strategies, tactics, and measures. Strategic Initiatives are listed in no particular order.
Further Develop An
Amenity-Rich Community And
Level Of Programming
Identify And Position DC Ranch
For The Target Buyers Of
Assist With The Success
Of The Three Commercial
Continue To Invest
In Health, Wellness
And Active Lifestyle
Invest In Infrastructure And
Future Technology For
DC Ranch Growth
Position DC Ranch As
For The Future
FULLY SUPPORT THE DC RANCH BRAND
The DC Ranch Brand, Brand Promise and Brand Dimensions
are important initiatives in defining the community’s values
and points of differentiation. The Brand is a highly visible
part of all communications guiding how we interact with the
community today and how we attract future residents.
FOSTER OPEN AND TRANSPARENT COMMUNICATION
DC Ranch keeps residents and stakeholders fully aware
of what’s happening at DC Ranch and how to be involved
through (1) a highly transparent level of communication
in all aspects of the community and (2) a highly engaged
resident base that is involved in its neighborhoods,
community programming, strategic planning and
committees. This level of involvement is a strategic
advantage for DC Ranch and is nurtured and supported.
ATTRACT, TRAIN AND RETAIN THE HIGHEST
QUALITY STAFF AND LEADERSHIP
The service that the DC Ranch staff, management and
leadership provide to the residents is part of the fabric and
culture of the community. From the security person at the
gate to the top leaders of the community’s three entities,
the quality of service and appreciation for the community
is a true differentiator. By nurturing individual talent and
cultivating team excellence, DC Ranch has a reputation as a
great place to develop a career.
SUSTAIN FINANCIAL STEWARDSHIP
Current and future investments are supported by a long
range strategy/set of practices for financial stewardship.
PRESERVE A SAFE ENVIRONMENT
DC Ranch provides a safe environment for residents and guests
through appropriate security measures and infrastructure.
BE AN ACTIVE AND ENGAGED VOICE IN
REGIONAL SCOTTSDALE ISSUES
DC Ranch, due to its geographic location and size, is
positively or negatively affected by regional Scottsdale
issues. DC Ranch maintains itself an important player in
the planning and direction of key issues and viewed as a
positive, productive, valuable, proactive partner with the
city and other governing agencies.
MAINTAIN THE HIGHEST LEVEL
LANDSCAPE AND APPEARANCE
OPTIMIZE GOVERNANCE STRUCTURE
The overall beauty and appearance of DC Ranch is a source
of pride and a natural marketing channel for the community.
DC Ranch provides the finest care to this unique desert
landscape and maintains the level of appearance consistent
with the emphasis placed on services, safety and quality of
life for the community. Attention to detail is high.
DC Ranch, with its unique three-entity governance structure
and expertise in specific areas, is a model governance
structure for residential communities in terms of leadership,
transparency, effective board structure, sub-association
function, residential participation and overall operation.
FURTHER DEVELOP AN AMENITY-RICH COMMUNITY
AND LEVEL OF PROGRAMMING
DC Ranch provides a wide range of physical amenities
(parks, trails, community centers, golf, recreation,
community gardens, etc.) and programming amenities
(events, clubs, celebrations, education, speakers, etc.)
that appeal to a broad set of resident interests. This is an
important attribute of DC Ranch and creates a vital way of
welcoming and connecting residents.
CONTINUE TO INVEST IN HEALTH, WELLNESS
AND ACTIVE LIFESTYLE
IDENTIFY AND POSITION DC RANCH FOR THE
TARGET BUYERS OF THE FUTURE
DC Ranch delivers a variety of health/fitness amenities and
programs that support the gamut of health, wellness and
active lifestyle interests. DC Ranch is viewed as a very active
community with residents that value a high level of fitness
and emphasis on maintaining their health and wellness.
DC Ranch is attractive for the next generation of buyers as
well as the ongoing discretionary buyer. DC Ranch knows
and understands who are the target buyers of the future and
aligns the brand and current/future strategic initiatives to
address their interests and needs.
ASSIST WITH THE SUCCESS OF THE
THREE COMMERCIAL PROPERTIES
The three key commercial areas represent important assets
for DC Ranch and integrate residential community with
lifestyle, entertainment, business and gathering venues. DC
Ranch assists in developing the full potential for each of the
three commercial areas: Market Street, Canyon Village and
DC Ranch Crossing and helps to better align them with the
interests of current and future residents.
INVEST IN INFRASTRUCTURE AND FUTURE
TECHNOLOGY FOR DC RANCH GROWTH
POSITION DC RANCH AS ENVIRONMENTALLY
SUSTAINABLE FOR THE FUTURE
DC Ranch is well planned and supported by the right level of
infrastructure for growth (roads, communications, utilities,
etc.) and also leverages new technologies-- not only for
the operations of the community but to support resident
services as well. DC Ranch is ‘built for the long haul’ with
both a safe and well maintained infrastructure along with
an eye on new technology support.
DC Ranch is developed next to the beautiful McDowell
Sonoran Preserve. Residents today, and homebuyers in the
future, see environmental sustainability as an important
value and responsibility. DC Ranch identifies its community
and brand with environmental sustainability-- demands
placed on the environment are met without reducing its
capacity to allow all people to live well, now and in the future.
Both the DC Ranch Community Council and Ranch
Association Board of Directors have made a strong and
consistent commitment to the implementation of the DCR
2020 Strategic Plan. The Community Council and Ranch
Association Executive Directors will take the leadership role
in activating the plan through the following steps.
COMMUNICATION TO RESIDENTS AND BOARDS:
Throughout the implementation process, updates
will be provided to residents and the boards to
share progress, enhance transparency and provide
LAUNCH TEAMS TO DEVELOP STRATEGIES, TACTICS AND
MEASUREMENTS FOR THE PRINCIPLES AND INITIATIVES:
In order to track progress, key performance indicators
are needed. This step also creates an ongoing platform
for resident engagement though a variety of avenues
to include, but not limited to, small focus groups,
committee work and surveying.
MONITOR TRENDS, RISKS OR OPPORTUNITIES THAT
MIGHT INFLUENCE THE PLAN:
A strategic plan cannot be stagnant. Through
consistent interaction with the residents, stakeholders
and the community at large, DC Ranch will be able to
identify and stay ahead of any emerging trends and
relevant concerns that could impact the strategic plan.
For example, a change in the economy, political or
environment climate may necessitate a change.
2018 - 2020 Strategic Plan One Community, Four Villages: Country Club | Desert Camp | Desert Parks | Silverleaf © 2017 DC Ranch