DCR2020: DC Ranch Strategic Plan

dcrpublishing

CONTENTS

6 Introduction

8 Methodology

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

4


A FLOURISHING FUTURE

47 4 1

PARKS VILLAGES COMMUNITY

5


INTRODUCTION

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.

6


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.

COMMUNITY VALUES

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.

RESIDENT SURVEY

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.

7


METHODOLOGY

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.

+

Ranch-wide survey

8


KEY FINDINGS

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.

9


KEY INSIGHTS

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.

10


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.

A STRATEGIC

FRAMEWORK

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

STRATEGIC INITIATIVES.

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.

11


STANDING PRINCIPLES

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

+

Sustain Financial

Stewardship

+

Maintain The Highest Level

Landscape And Appearance

+

Attract, Train And Retain

The Highest Quality Staff

And Leadership

+

Preserve A

Safe

Environment

+

Be An Active And Engaged

Voice In regional

Scottsdale Issues

+ +

Foster Open And Transparent

Communication

Optimize Governance

Structure

12


STRATEGIC INITIATIVES

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

The Future

+

Assist With The Success

Of The Three Commercial

Properties

+

Continue To Invest

In Health, Wellness

And Active Lifestyle

+

Invest In Infrastructure And

Future Technology For

DC Ranch Growth

+

Position DC Ranch As

Environmentally Sustainable

For The Future

13


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.

STANDING PRINCIPLES

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.

14


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.

15


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

STRATEGIC INITIATIVES

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.

16


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.

17


NEXT STEPS

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.

18


1

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

accountability.

2

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.

3

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.

19


2018 - 2020 Strategic Plan One Community, Four Villages: Country Club | Desert Camp | Desert Parks | Silverleaf © 2017 DC Ranch

More magazines by this user