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MY NAME IS KEITH

[00:00:01]

KO, PRESIDENT OF THE DALLAS PUBLIC FACILITIES CORPORATION, EXACTLY AT

[PFC Board of Directors on August 22, 2023. ]

12 NOON, I WOULD LIKE TO CALL THE CITY OF DALLAS PUBLIC FACILITIES CORPORATION BOARD OF DIRECTORS REGULAR MEETING.

AUGUST 22ND, 2023 AT 12 NOON TO ORDER, UH, ROLL CALL PLEASE.

UH, JACQUELINE.

YES.

OKAY.

SO, UM, LET'S SEE.

WE HAVE SCOTT COUNCIL PRESENT.

THANK YOU.

UH, DIRECTOR STINSON, PRESENT.

DIRECTOR RES.

I SAW HIM ON THE LINE.

PRESENT.

DIRECTOR TOLEDO.

PRESENT, UH, DIRECTOR OR VICE PRESIDENT? MONTGOMERY.

OKAY.

UH, DIRECTOR HOLMES PRESENT.

UH, DIRECTOR TAOS.

PRESENT.

PRESENT.

DIRECTOR WINTERS PRESENT.

DIRECTOR HOFFMAN.

UH, PRESIDENT AL PRESENT.

AND DIRECTOR POS PRESENT.

THANK YOU.

AS THE RECORD, REFLECT THAT WE DO HAVE A QUORUM.

UH, ITEM NUMBER THREE, PUBLIC TESTIMONY.

WE HAVE ANY PUBLIC COMMENTS ON ITEMS FOUR THROUGH NINE? ANY REGISTERED SPEAKERS? NONE.

NONE.

HEARING NONE.

WE'LL MOVE ON TO ITEM AND NONE ONLINE EITHER.

I ASSUME IT'S NONE ONLINE.

OKAY.

MOVING ON TO ITEM NUMBER FOUR, DISCUSSION AND APPROVAL OF THE MINUTES FOR THE JUNE 27TH, 2023, CITY OF DALLAS PUBLIC FACILITIES CORPORATION, I MOVE APPROVAL.

SECOND, WE HAVE A MOTION FROM DIRECTOR CALLUS TO APPROVAL.

SECONDED BY DIRECTOR TOLEDO.

NO COMMENTS.

ALL THOSE IN FAVOR SIGNIFY BY SAYING AYE.

AYE.

AYE.

AYE.

AYE.

ANY OPPOSED? THE MINUTES ARE APPROVED.

ITEM NUMBER FIVE, DISCUSSION AND APPROVAL OF A RESOLUTION AUTHORIZING THE NEGOTIATION AND EXECUTION OF A TERM SHEET FOR BANYAN FLATS IN PARTNERSHIP WITH BISHOP ARTS JV, L L C TO BE LOCATED AT 2020 NORTH BECKLEY AVENUE, DALLAS, TEXAS.

AARON? YES, WE HAVE, UH, MR. CAMERON DREW HERE FROM BANYON RESIDENTIAL AND, UH, A COUPLE OF HIS COLLEAGUES.

SO THEY HAVE A PRESENTATION FOR YOU ALL AND, UH, INVITE HIM TO COME UP TO THE PODIUM AND RAISE US WITH HIS PRESENCE HERE.

MAKE SURE THAT MICROPHONE'S ON.

YES, THE BUTTON ON THE FACE.

YES.

GOOD AFTERNOON, MR. CHAIR AND MEMBERS OF THE BOARD.

MY NAME IS CAMERON NIRU WITH BANYAN RESIDENTIAL.

I HAVE TODAY WITH ME, PHIL BRASO ON THE BANYAN SIDE, AS WELL AS ANGELA HUNT AND MAX GRE.

BEEN CALLING IN ON OUR WEBEX, UH, ON THE BANYAN SIDE AS WELL.

BEFORE STARTING OUR PRESENTATION, I WANTED TO GIVE A QUICK BACKGROUND ON BANDING RESIDENTIAL.

WE STARTED IN 2019, UH, WITH OFFICES IN LA IN THE HOUSTON AREA.

WE HAVE, UH, 5,000 UNITS, UH, ACROSS THE SUNBELT MARKETS, INCLUDING TWO DALLAS PROJECTS, ONE OF WHICH IS BAAN FLATS, AND ANOTHER ONE ON NORTH BECKLEY AVENUE, WHICH IS ARCHIVE APARTMENTS, ROUGHLY 280 UNITS.

UH, NOW DIVING INTO, UH, BANNING FLAT'S, UH, BACKGROUND AND, AND PROPERTY LEVEL INFORMATION.

UM, JACK, NEXT SLIDE, PLEASE.

OH, THAT WORKS.

SO, UH, FLATS IS A, IT IS LOCATED ON 3.71 ACRES IN AN OPPORTUNITY ZONE, UH, ON NORTH BECKLEY AVENUE, JUST SOUTH OF I 30.

UH, WE'RE DEVELOPING 289 UNITS, UH, CONTAINING 386 A GARAGE CONTAINING 386 PARKING SPOTS.

WE CLOSED ON THE LAND IN DECEMBER OF 2020, AND COMMENCED CONSTRUCTION IN, UH, FEBRUARY OF 2022,

[00:05:01]

AND EXPECT CONSTRUCTION TO BE COMPLETE IN JUNE OR JULY OF, UH, 2024.

SO HERE'S A, A QUICK VISUAL, UH, OF WHERE THE SITE IS LOCATED.

IT IS, UH, WELL LOCATED TO THIS COMMUNITY AND CITY'S AMENITIES, AND WE'LL DIVE A LITTLE BIT DEEPER INTO, UH, THE NEXT SLIDE.

UH, SO, UH, THE, THE BISHOP ARTS DISTRICT, WHERE THE PROJECT IS LOCATED, HAS SEEN SIGNIFICANT CHANGES IN THE LAST DECADE, SIGNIFICANT DEVELOPMENT ON THE MULTI-FAMILY SIDE, AND, UH, WITH SIGNIFICANT DEVELOPMENT, WE'VE SEEN RISING RENTS AND RISING SUPPLY.

AND THE REALITY IS, IS THAT THERE HASN'T BEEN TOO MUCH WORKFORCE HOUSING DEVELOPMENT, UH, IN THE LAST DECADE WITH THE AMOUNT OF, UH, CHANGING IN THE BISHOP ARTS DISTRICT.

THIS IS A WELL LOCATED SITE JUST SOUTH OF I 30 AS MENTIONED, AND, UH, DIRECT ACCESS TO, TO, UH, SOME OF THE MAJOR EMPLOYMENT HUBS HERE IN DALLAS, INCLUDING DOWNTOWN DALLAS.

AND ALSO PROVIDES, UM, EASY, UH, TRANSPORTATION ACCESS ON THE PUBLIC, UH, UH, FROM A PUBLIC TRANSPORT PERSPECTIVE, GIVEN THAT IT'S CONNECTED TO THE DART WITH A NUMBER OF BUS LINES AND LIGHT, LIGHT SERVICE, UH, LIGHT RAIL SERVICE STATIONS, UM, NEARBY.

UM, IN ADDITION, THIS IS A CLASS A PROJECT.

SO WE'LL HAVE, UH, STANDARD, UH, CLASS A AMENITIES SUCH AS LARGE WINDOWS, LARGE KITCHEN ISLANDS, WOOD STYLE, UH, FLOORS.

AND THEN THE COMMUNITY WILL INCLUDE, UH, UH, BEST IN CLASS GYM, POOL, UM, AND, AND ENTERTAINMENT AND LEASING CENTERS.

SO HERE'S A, A QUICK SNAPSHOT OF OF THE UNIT MIX.

WE HAVE A TOTAL OF 289 UNITS, 144 OF WHICH ARE MARKET RATE UNITS, UH, AS WELL AS 80 115 THAT ARE 80% A M I UNITS, AND, UH, 30 THAT ARE 40, UH, THAT ARE 60% A M I UNITS.

UM, MIX.

NEXT SLIDE PLEASE.

HERE'S A, A QUICK SNAPSHOT OF THE SOURCE AND USES BUDGET.

OUR, UH, EQUITY PARTNER IS BRIDGE INVESTMENT GROUP ON THIS PROJECT, AND OUR DEBT IS, UM, UH, JP MORGAN.

SO ONE OF THE MOST IMPORTANT PARTS, UH, ABOUT THIS PROCESS IS, IS TALKING TO THE NEIGHBORHOOD AND PHIL BROSSA WITH ME, UH, SPEARHEADED THESE CONVERSATIONS SO WE WE CAN GET INTO MORE DEPTH ON, UH, EXACTLY WHAT THOSE CONVERSATIONS WERE.

BUT, UH, WHEN WE STARTED THIS, THIS CONVERSATION WITH THE NEIGHBORHOOD, THE NEIGHBORHOOD WAS NOT INITIALLY SUPPORTIVE OF BANNING FLATS, AND THAT WAS DUE TO, UH, THE FACT THAT THERE WAS A CONFUSION BETWEEN WORKFORCE HOUSING AND THE MISSION OF THE PSS P F C AND, UH, SECTION EIGHT HOUSING OR, UH, VOUCHER HOUSING.

AND SO IN TURN, WE MET WITH, UH, SEVERAL OF THE ACTIVE COMMUNITY MEMBERS, INCLUDING THE EAST KESLER PARK NEIGHBORHOOD ASSOCIATION TO EXPLAIN THE DIFFERENCES.

UH, AND WE ALSO MET WITH METHODIST HOSPITAL, WHICH IS NEARBY OUR SITE.

UH, AND SO, UH, THE NEIGHBORHOOD NOW UNDERSTANDS, UH, THE, THE, THE NEIGHBORHOOD NOW UNDERSTANDS THE IMPORTANCE, UH, OF, OF WORKFORCE HOUSING.

UM, SO WITH THAT, BETWEEN 2014 AND 2013, WE'VE SEEN IN THE BISHOP ARTS DISTRICT FOR SPECIFICALLY THE CENSUS TRACK, WE'VE SEEN A THOUSAND, ROUGHLY 1,200 MARKET RATE UNITS THAT HAVE BEEN DEVELOPED.

NOW 110 AFFORDABLE WORKFORCE HOUSING UNITS EXIST IN THIS, UH, IN THE CENSUS TRACT.

AND ONLY 34 OF THAT 110 HAS BEEN DEVELOPED SINCE 2014.

BANNING FLATS WILL DOUBLE THAT NUMBER WITH 145 WORKFORCE HOUSING UNITS IN AN AREA THAT NEEDS IT WITH THE METHOD.

THE METHODIST HOSPITAL, FOR EXAMPLE, HAS 200 JOB OPENINGS AND, UH, THAT, THAT WOULD BE A GREAT CANDIDATE FOR SOME OF OUR TENANTS HERE AT, AT BANNING FLATS.

HERE'S A, HERE'S JUST A QUICK VISUAL OF EXACTLY THE, THE DIRE SITUATION WHEN IT COMES TO WORKFORCE HOUSING IN THIS, THIS AREA.

AS YOU CAN SEE ON THE LEFT HAND SIDE, WE HAVE, UH, THE COMPARISON BETWEEN THE CURRENT AFFORDABLE UNITS AND THE CURRENT MARKET RATE UNITS.

IN, IN THE CENSUS TRACK.

ON THE RIGHT HAND SIDE, YOU HAVE, UH, THE AFFORDABLE UNITS, UM, ON THE LEFT HAND SIDE WITH BAND AND FLATS.

SO, UH, DOUBLING THE AMOUNT OF UNITS AND THEN INCREASING THE MARKET RATE UNITS, UH, A LITTLE BIT.

BUT AS YOU CAN SEE, THERE'S A LOT OF WORK TO BE DONE IN, IN THIS AREA TO PROVIDE WORKFORCE HOUSING AND, AND REALLY STRIVE TO, TO FULFILL THE PFCS MISSION HERE.

WITH THAT, I WOULD LIKE TO INTRODUCE ANGELA HUNT TO, TO GIVE, UH, AND CONCLUDE THE PRESENTATION.

THANK YOU, CAMERON.

GOOD AFTERNOON, MR. CHAIR.

DIRECTORS, MY NAME IS ANGELA HUNT AND I REPRESENT BANYON.

UM, WE RECOGNIZE THAT THIS IS NOT A TYPICAL REQUEST, UH, AND THAT THE PROJECT IS ALREADY MOVING FORWARD.

UH, WHAT WE WOULD POINT TO IS THE FACT THAT THERE IS AN INCREDIBLE NEED FOR AFFORDABLE HOUSING IN THE CENSUS TRACK.

UH, AS YOU ALL KNOW, WITH DALLAS, IN PARTICULARLY, UM, THE OAK CLIFF AREA OF BISHOP ARTS HAVE BEEN

[00:10:01]

AMAZINGLY SUCCESSFUL IN DEVELOPMENT OVER THE LAST DECADE, BUT THAT'S ALSO MEANT GENTRIFICATION.

UH, THAT'S MEANT THE DISLOCATION OF A NUMBER OF FOLKS WHO LIVE IN THE AREA WHO CAN'T AFFORD TO LIVE THERE.

UH, AND THIS CREATES AN IMMEDIATE OPPORTUNITY FOR AFFORDABLE HOUSING.

IT'S GOING TO DOUBLE THE AFFORDABLE HOUSING IN THE CENSUS TRACK, AND IT'S GONNA COME ONLINE, UH, VIRTUALLY IMMEDIATELY.

WE'RE EXPECTING THE FIRST UNITS TO BE, UH, OPERABLE STARTING BEGINNING OF NEXT YEAR.

AND THEN THE FULL SITE WILL BE COMPLETE MIDDLE OF NEXT YEAR.

SO WE HOPE YOU'LL APPRECIATE THIS OPPORTUNITY FOR SOME AFFORDABLE HOUSING IN THIS AREA.

AND WE'RE HERE TO ANSWER ANY QUESTIONS YOU MIGHT HAVE.

THANK YOU.

THANK YOU VERY MUCH.

UH, DO WE HAVE ANY COMMENTS OR QUESTIONS FROM THE BOARD? DIRECTOR CALLAS, THANK YOU FOR YOUR PRESENTATION.

UM, NO QUESTION AT THIS, ENGAGE WITH FOR AFFORDABLE HOUSING IN THAT AREA.

UM, GIVEN THAT THIS PROJECT IS THE TITLE, THIS PROJECT EXPENSE, THIS PROJECT IS UNDERWAY, IT, I THINK WOULD BE AT LEAST OF INTEREST TO THE BOARD TO KNOW WHAT THE CITY IS GIVING UP IN THE WAY OF TAX REVENUES IF WE GO AHEAD AND PROVIDE A TAX ABATEMENT, UH, UNDERSTANDING THAT THERE ARE GONNA BE REVENUES THROUGH THE LEASE.

BUT WHAT WOULD BE THE TAX ON THE FINISHED, UH, PROJECT ESTIMATE? OBVIOUSLY THE ESTIMATED, UH, PROPERTY TAX, I DON'T HAVE THAT OFF THE TOP OF MY HEAD.

UM, BUT WE'RE LOOKING AT ROUGHLY, UH, THE MILL RATES TWO POINT A HALF PERCENT IN THIS AREA IN A, IN A $65 MILLION PROJECT COST.

SO IF YOU DO THE MATH ON THAT, UM, YOU'RE LOOKING AT ROUGHLY, UM, A MILLION MID IN THE, IN THE, THE 1.2 TO 1.3 MILLION RANGE IS, IS MY ESTIMATE.

SO IF YOU SUBTRACT WHAT WE'RE GOING TO BE GETTING , THERE'S, THERE'S A PRETTY BIG DELTA.

YEAH, AND I WOULD LIKE TO REITERATE THAT THE IMPORTANCE, UH, OF, OF PART OF THIS PROJECT IS, IS REALLY THE LACK OF WORKFORCE HOUSING IN AN AREA THAT, THAT REALLY, THAT REALLY NEEDS IT, ESPECIALLY WHEN YOU HAVE THE METHODIST HOSPITAL, OUR, UH, PROJECT DOWN THE STREET ARCHIVE APARTMENTS.

WE'VE HAD A NUMBER OF RESIDENTS THAT HAVE BEEN TURNED AWAY MAINLY DUE TO, UH, INCOME APARTMENTS.

AND SO IF, IF WE HAD MORE WORKFORCE HOUSING UNITS IN THIS AREA, ESPECIALLY WITH THIS PROXIMITY TO THE HOSPITAL BEING LOCATED IN AN OPPORTUNITY ZONE, UH, WE WOULD BE ABLE TO, UH, YOU KNOW, SERVE THE RESIDENTS OF THE CITY OF DALLAS AND ALSO FULFILL THE PFCS MISSION THAT WAY.

AND I'M NOT AGAINST THE PROJECT, I JUST THINK AS A BOARD, WE AT LEAST NEED TO HAVE THAT INFORMATION TO HAVE THAT AS PART OF OUR DECISION CRITERIA.

THANK YOU.

THANK YOU VERY MUCH.

UH, JIM PLUMMER, YOU HAVE YOUR HAND UP? I DO.

THANK YOU.

UM, AS YOU KNOW, WE DO AN UNDERWRITING OF EACH OF THESE PROJECTS AND, UM, IN THIS PARTICULAR PROJECT, UM, THE CURRENT TAXES, EXCUSE ME, ARE ABOUT $126,000.

'CAUSE THE PROJECT IS NOT COMPLETE, BUT WE DID ASSUME THAT THE PROJECT WAS COMPLETE AND WAS SUBJECT TO TAX.

AND WE HAD HILLTOP RUN AN UNDERWRITING OF THE PROJECT, AND THEY DETERMINED THAT IF YOU TAKE INTO ACCOUNT THE RENT SAVINGS AND THE RENT PROCEEDS THAT YOU RECEIVE, YOU WILL CAPTURE 63% OF THE TAXES THAT WOULD HAVE BEEN IMPOSED ON THIS PROJECT IF IT WAS SUBJECT TO TAX SHOW.

IT.

IF YOU ASSUME FOR A MOMENT THAT THERE'S A SALE OF THE PROJECT AND THAT YOU MAKE $3 MILLION OFF OF THE SALES OF THE PROJECT, THAT NUMBER GOES UP TO 86% OF THE TAXES OVER THE NEXT 15.

AND, AND WE, WE HAVE HILLTOP RUN THESE NUMBERS FOR US PRECISELY TO ANSWER THE QUESTION THAT WAS ASKED IS WHAT IS THE RETURN TO THE COMMUNITY IN DOING THIS? AND IF YOU DON'T ASSUME CAPITAL EVENTS, WE GET 63% OF THE TAXES BACK.

IF YOU DO ASSUME CAPITAL EVENTS, WE GET 86% OF THE TAXES BACK OVER THE NEXT 15 YEAR PERIOD.

SO HOPEFULLY THAT'S HELPFUL IN ANSWERING THE QUESTION.

THANK YOU, MR. PALMER.

DO WE HAVE ANY OTHER QUESTIONS OR COMMENTS? YES,

[00:15:01]

THANK YOU, PRESIDENT.

UM, EXCELLENT PRESENTATION.

I'M GONNA, I'M GONNA BE REAL HONEST WITH YOU.

WHEN I FIRST SAW THIS, UH, I THINK IT WAS, IT WAS ON THE AGENDA A COUPLE MONTHS AGO.

I, I DRIVE DOWN BACK THERE EVERY DAY.

I'M LIKE, WHAT? UH, THIS IS CRAZY.

THIS ISN'T, THIS CAN'T BE RIGHT.

SO I'M GLAD, YOU KNOW, THE FIRST THING YOU DID WAS EAST KESSLER METHOD HOSPITAL, COUNCILMAN WEST, I ASSUME SO I ASSUME THERE'S NO ONE HERE AGAINST IT, SO I ASSUME THEY'RE ALL VERY SUPPORTIVE.

I, UH, WE KNOW HOW STRONG THOSE NEIGHBORHOODS ARE, AND WE CERTAINLY RESPECT THAT.

SO, UH, I GUESS MY OTHER COMMENT WAS, YOU KNOW, THE CREATION OF THIS BOARD WAS TO, THE TAX ISSUE WASN'T, ISN'T AN ISSUE TYPICALLY BECAUSE WE'RE TAKING UNDEVELOPED PROPERTY, RIGHT? AND, AND SO WE'RE NOT E YOU KNOW, IT DIDN'T GET OUTTA THE TAX BASE.

THAT'S FINE.

WE'RE GETTING THE UNITS AND WE GET LEASE INCOME AND, YOU KNOW, ALL THE THINGS P F C, THIS IS OBVIOUSLY A DIFFERENT CASE.

AND I, I WANTED TO ASK JIM, JIM, HAVE YOU SEEN A CASE OF PAR, UH, ALMOST COMPLETE OR PARTIALLY COMPLETED BUILDING CHANGE TO A P F C STRUCTURE? YES, SIR.

WE'VE DONE IT A COUPLE TIMES IN AUSTIN, UM, AND WE'RE, WE'RE LOOKING AT IT IN A COUPLE OF OTHER PLACES.

OKAY.

UM, AND AS LONG AS THE BUILDING IS NOT OCCUPIED, THE STATUTE TREATS IT AS NEW DEVELOPMENT.

OKAY.

THAT'S, THAT'S, YOU KNOW, THAT'S, THAT'S A, MY BIG THRESHOLD.

SO I'M, I'M OVERALL SUPPORTIVE.

I DO WANNA ASK ONE QUESTION, THOUGH.

WHEN YOU RAN YOUR NUMBERS, YOU PROBABLY RAN 'EM FIRST TIME AT 20:22 AM I AND SO DO YOU KNOW WHAT THE NEW A M I IS? UH, I BELIEVE FOR, UH, A HOUSEHOLD OF THREE, IT'S 76,000.

IT'S ACTUALLY FOR, I THINK FOR A HOUSEHOLD OF FOUR GONNA BE 105,000.

OKAY.

AND, YOU KNOW, THAT JUST CAME OUT LIKE IN THE LAST MONTH OR SO.

SO, SO WHEN YOU LOOK AND, AND, AND THE REASON I BRING THAT UP, UH, IT'S, IT'S GOOD NEWS FOR YOU, RIGHT, OBVIOUSLY, IS THAT IT WENT UP BASICALLY $12,000 IN ONE YEAR, AND IF YOU DO THE 30% RULE OF, YOU KNOW, 30% OF YOUR INCOME YOU GO TO, TO HOUSING, RIGHT? IT'S ALMOST 300 A MONTH.

SO ANYBODY'S PRO FORMA, BASED ON THE OLD A M I NUMBERS, THEY ACTUALLY CAN CAPTURE 200, $300 MORE PER MONTH, UH, AND, AND RENTAL INCOME.

SO I, I JUST THROW THAT OUT.

UM, YOU KNOW, AND, AND THIS, THIS ISN'T, THIS ISN'T A CRITICISM OF, OF YOUR COMPANY AT ALL.

I'M, I'M SURE IT'S A BEAUTIFUL PROJECT, BUT ONE THING I HAVE AN ISSUE WITH IS THAT THE MARKET RATE ON THE STUDIOS IS 1285 AND THE 80% AMIS ON THE STUDIOS IS 12 EIGHT IS THE SAME NUMBER.

SO YOU'RE GETTING CREDIT FOR 35 AFFORDABLE UNITS, BUT YOU'RE NOT REALLY, YOU'RE, THEY'RE MARKET RATE THAT YOU'RE GETTING CREDIT JUST 'CAUSE OF THE WAY STUDIOS ARE STRUCTURED, YOU KNOW, THE, THE WAY THE AM CALCULATED.

I REALLY JUST BRING THAT UP TO THE BOARD.

IT JUST, UH, YOU'RE GETTING CREDIT FOR SOMETHING SENSIBLY, THEY'RE NOT REALLY PROVIDING AND NOT, YOU'RE, YOU'RE NOT DOING ANYTHING WRONG.

YOU'RE BEING ASTUTE AND, AND YOU KNOW, SMART ABOUT IT.

THAT'S, I DO AN A BRING POINT OUT IF YOU CAN'T SHARE THE PLAN.

COMMISSIONER COUNCILMAN WEST, WHAT, WHAT WERE THEIR CLOSING THOUGHTS? I, I, I ASSUME THEY SAID GO TALK TO EAST KESSLER, GO TALK TO THE NEIGHBORHOODS.

ANY OTHER ISSUES? YEAH, I MEAN, I ACTUALLY CAN'T SPEAK FOR THEM, BUT IT WAS, I CAN GIVE YOU KIND OF A, A QUICK OVERVIEW OF, OF EXACTLY THOSE DISCUSSIONS.

AND, AND I'M NOT SURE IF, IF YOU WANT MORE, I, I CAN BRING PHIL UP AS WELL.

IT'S OKAY.

UH, I, I'LL JUST, I'LL GIVE, UH, KIND OF, UH, AN OVERVIEW OF, OF, OF THE WHOLE PROCESS AND THE CONVERSATIONS THAT WE HAD.

UM, YOU KNOW, PHIL MET WITH THE PRESIDENT OF EAST PARK NEIGHBORHOOD, UH, DR.

CHARLES HALEY ON SEVERAL OCCASIONS.

UH, ONE MEETING INCLUDED, UH, ANOTHER MEMBER OF THE COMMUNITY, MRS. KATHERINE OMAN AND LUKE MAL TO TOUR, TO TOUR OUR OTHER PROJECT ARCHIVE APARTMENTS, AND KIND OF INTRODUCED THE CONCEPT OF WORKFORCE HOUSING.

THEY WERE KIND ENOUGH TO SPEND THE TIME, AND THEN WE PROVIDED A IN INFORMATION PIECE, WHICH I BROUGHT COPIES OF, AND I'M HAPPY TO PROVIDE, UH, TO YOU ALL.

UM, AND SO WE DISTRIBUTED THIS PIECE TO THE COMMUNITY AND, UH, WE, WE'VE HEARD NO NEGATIVE COMMENTS.

THEY UNDERSTAND THE IMPORTANCE OF WORKFORCE HOUSING.

UM, THEY WERE COMPLIMENTARY IN AN EMAIL TO US SAYING WHAT A WONDERFUL PIECE OF INFORMATION.

AND, UM, THE PRESIDENT OF METHODIST HOSPITAL ALSO TOURED OUR OTHER FAMILY PROJECTS AND, AND, UH, UNDERSTOOD HOW IT WOULD BE HELPFUL TO, UH, HIS EMPLOYEES.

THANK YOU VERY MUCH.

DIRECTOR TOLEDO, DO WE HAVE ANY OTHER COMMENTS OR QUESTIONS? ONE LAST ONE.

GO AHEAD, SIR.

UM, JUST ANECDOTE, JUST ACROSS THE STREET FROM YOU WASN'T HABITAT OR, OR WASN'T DALLAS COUNTY HABITAT DOING A LITECH DEAL? OR, OR, OR CATHOLIC CHARITIES, IS THAT STILL GONNA HAPPEN? CROSS BECKLEY FROM YOU? I'M NOT SURE.

DID MY RESEARCH ON THE, UH, THE LITECH

[00:20:01]

DEVELOPMENTS THAT ARE HAPPENING IN THE NEIGHBORHOOD, THAT WASN'T ONE THAT, THAT POPPED UP ON THE MAP.

UM, SO I'M NOT SURE, BUT THAT'S A, THAT'S SOMETHING I CAN FOLLOW UP ON.

IT'S, IT JUST, IT'S, IT IS IMMATERIAL THIS CONVERSATION, BUT IT'S, I I DO KNOW IT WAS IN, YOU KNOW, IT WAS IN THE HOPPER.

I HAVEN'T SEEN OR HEARDING THING ABOUT IT, SO IT'S PROBABLY A DROP.

SO IT'S NOT WHAT THE H HFC OH, IS IT AT THE HFC? IT'S NOT, OH, IT'S NOT.

HAVE HAD Y'ALL SEEN IT, SOME OTHER ISSUE? RIGHT.

OKAY.

I'M GOOD.

SORRY ABOUT THAT.

VERY GOOD.

UH, I, I DID HAVE ONE QUESTION FOR, UH, FOR, UH, JIM PLUMMER, IF YOU DON'T MIND.

UM, SO IF THIS ITEM IS APPROVED RIGHT NOW, WE'RE APPROVING.

AND THIS, MY QUESTION IS BASED ON, UH, THE TEXAS HOUSE'S PASSAGE OF THE NEW P F C RULES.

AND JUST SO THE BOARD HAS IT CLEAR ON WHAT THE NEXT STEPS ARE, UM, CAN YOU EXPLAIN WHAT THE NEXT STEPS, WHAT THE NEXT STEPS ARE AS FAR AS RIGHT NOW WE'RE APPROVING, NEGOTIATE, AND APPROVAL OF A EXECUTION OF THE TERM SHEET.

AFTER THIS, IT WILL GO, WE NEED TO SEND A NOTICE OUT TO THE TAX ENTITIES, CORRECT? CORRECT.

YES.

AND THEN IT'LL COME BACK APPROVING THIS PROJECT.

YOU, YOU ARE GIVING AN APPROVAL TO ENTER INTO A NON-BINDING TERM SHEET.

UM, WHEN THE FINANCING IS ALL IN PLACE AND, AND THE DEFINITIVE DOCUMENTS ARE NEGOTIATED, THEN WE WILL COME BACK TO YOU FOR APPROVAL.

AS YOU'RE PRETTY WELL AWARE, THAT IS OFTEN A THREE OR FOUR MONTH PROCESS BEFORE WE COME BACK FOR FINAL APPROVAL.

IN THE MEANTIME, WE WILL PROVIDE A NOTICE TO THE, UH, SHARE OF EACH TAXING JURISDICTION OR THE MAYOR AND, UH, TO THE COUNTY, UM, THAT WE ARE CONSIDERING THIS PROJECT.

AND ASSUMING THAT, UH, APPROPRIATE FINANCING IS FOUND, DOCUMENTS ARE NEGOTIATED, IT WILL COME BACK TO YOU IN A PUBLIC MEETING FOR FINAL APPROVAL.

AND AT THAT POINT, YOU WILL HAVE APPROVED THE PROJECT AND IT WILL BE BINDING.

THANK YOU, JIM.

I JUST WANTED THAT CLARIFICATION SINCE THERE WAS A CHANGE IN THE LAW IN AUSTIN IN JUNE SINCE WE LAST MET.

ALWAYS LIKE EVERYONE TO HAVE THE FULL INFORMATION ON HOW THE PROCESS WORKS VERY WELL.

SO, ANY OTHER COMMENTS OR QUESTIONS ABOUT ITEM NUMBER FIVE? WE HAVE A MOTION.

WHO'S DEAN? ONE REP.

UH, DIRECTOR.

HANSEL.

WOULD YOU LIKE TO MAKE A MOTION TO APPROVE? MOTION TO APPROVE WAS MADE BY, WAS THAT A MOTION TO APPROVE? SHE DIDN'T WASTE ANY WORDS.

YES, IT IS APPROVE.

DO WE HAVE A SECOND? SECOND BY DIRECTOR CALLAS.

NOW WE'LL GO TO A ROLL CALL, PLEASE, JACQUELINE? SURE.

UH, DIRECTOR COUNSEL.

AYE.

DIRECTOR STINSON.

AYE.

DIRECTOR REYES APPROVE.

DIRECTOR TOLEDO, A FRIEND, DIRECTOR MONTGOMERY.

HAVE YOU SEEN? COME ON.

I HAVEN'T SEEN IT.

DIRECTOR HOLMES APPROVE.

UH, DIRECTOR APPROVED DIRECTOR.

WINTERS APPROVE.

UH, I HAVE NOT SEEN DIRECTOR HEALTHMAN, UH, PRESIDENT PO CALL, APPROVE AND DIRECTOR COSTS APPROVE.

VERY GOOD.

LET THE RECORD REFLECT THAT.

UH, ITEM NUMBER FIVE WAS UNANIMOUSLY APPROVED BY THE BOARD.

THANK YOU.

CONGRATULATIONS.

THANK YOU.

ITEM NUMBER SIX, DISCUSSION AND APPROVAL OF A RESOLUTION AUTHORIZING THE NEGOTIATION AND EXECUTION OF A TERM SHEET.

THE MAPLE HIGH LINE IN PARTNERSHIP WITH URBAN GENESIS, L L C.

WE LOCATED AT 59 0 8 MAPLE AVENUE, DALLAS, TEXAS.

AARON? YES, WE HAVE, UH, MR. SAMIR, BOB CAR HERE, UH, IF I HAD TO COME UP AND MAKE HIS PRESENTATION.

[00:25:06]

GOOD AFTERNOON.

THANK YOU BOARD, UH, FOR YOUR TIME AND CONSIDERATION.

MY NAME IS SAMIR .

UM, I'M WITH URBAN GENESIS.

I'M MANAGING DIRECTOR OF VP GOSPEL WITH OFFICE.

JOINING ME VIRTUALLY HERE, UM, IS OUR GENERAL COUNSEL, NATHANAEL .

NEXT SLIDE PLEASE.

QUICK OVERVIEW ON OUR COMPANY.

UM, YOU GUYS ARE FAMILIAR WITH US.

WE HAVE TWO CURRENT PROJECTS SIGNED UP WITH THE P F C, UH, BLUFF VIEW AND SINGLETON HIGHLINE.

THIS IS OUR THIRD PROJECT THAT WE'RE PRESENTING TO THE BOARD.

UH, WE'RE A RESIDENTIAL COMPANY BASED IN HOUSTON, AND, UH, WE HAVE A MISSION DRIVEN THESIS TO PROVIDE AFFORDABLE APARTMENTS AND UNAFFORDABLE LOCATIONS, WHICH WE THINK ALIGNS WELL WITH THE P F C PROGRAM.

UH, WE CURRENTLY HAVE 5,000 UNITS IN OUR PIPELINE AND ARE BUILT, UH, 1500 UNITS A DAY.

NEXT SLIDE.

UH, MAPLE HIGHLINE.

THE PROJECTS IN QUESTION IS 130 CLASS A UNITS.

IT IS CURRENTLY UNDER CONSTRUCTION, MUCH LIKE THE PRIOR PROJECT, AND IT WAS PROJECTED TO DELIVER IN JANUARY, 2024.

IT'S A TRANSIT-ORIENTED DEVELOPMENT THAT PROVIDES NEW CONSTRUCTION AND AFFORDABLE HOUSING, UH, TO MEDICAL WORKERS, TO NEARBY MEDICAL DISTRICT, AS WELL AS OTHER NEARBY EMPLOYMENT CORRIDORS.

WE'RE LOCATED WITHIN 0.4 MILES OF THE INWOOD DART STATION, AND WE ARE ALSO TWO MILES AWAY FROM FIELD.

THE PRODUCT ITSELF IS GONNA BE TWO SEPARATE FOUR STORY BUILDINGS, UH, LOCATED ACROSS THE STREET FROM EACH OTHER.

UM, SHOWN HERE ARE REPRESENTATIVE UNIT UNIT FINISHES.

UM, THE UNITS WILL COMPRISE OF STAINLESS STEEL APPLIANCES, UH, IN UNIT WASHER DRYER, SMART THERMOSTATS CLOSES, COUNTERTOPS, THE TYPICAL FINISHES YOU WOULD EXPECT OF A CLASS A DEVELOPMENT.

THE PROJECT ITSELF, UM, WILL HAVE, UM, UH, A LIMITED SET OF AMENITIES WITH REGARDS TO DOG PARK, COWORKING STATION, UH, AS WELL AS BIKE STORAGE.

UH, WE REZONED THIS PROJECT BACK IN 2021 FROM INDUSTRIAL TO MF TWO.

UM, AS PART OF THE REZONING PROCESS, WE MET WITH THE NEIGHBORS, UH, SURROUNDING TOWN HOME HOAS, AS WELL AS COUNCILMAN MADANO AT THE TIME, COMMISSIONER HAMPTON.

UM, WITH RESPECT TO FEEDBACK, WE MADE VARIOUS CHANGES, UH, ON THE DESIGN AS WELL AS SELF-IMPOSED DEEDED RESTRICTIONS AS IT RELATES TO, UH, CERTAIN LANDSCAPE BUFFERS, PUBLIC LIGHTING, ADDITIONAL, UH, TREES AND DENSITY OF TREES, AS WELL AS FENCE FEET.

I THINK WE COVERED MOST OF THESE ITEMS. UM, THIS IS ALSO A CENSUS TRACT THAT REQUIRES AFFORDABLE HOUSING.

UM, AND SO WE, WE BELIEVE IT'S A GOOD FIT FOR P F C.

THIS IS A QUICK OVERVIEW OF OUR SOURCES AND UNIT AND USE, AS I MENTIONED, THE PROJECT, DISABILITY, FINANCE, AND CURRENTLY CONSTRUCTION.

THE NEXT STEPS, UH, ASSUMING WE RECEIVED APPROVAL OF TODAY'S BOARD MEETING, WILL BE TO, UH, CLOSE PRIOR TO, UH, COMPLETION OF OUR FIRST BUILDING.

OUR FIRST BUILDING IS PROJECTED FOR DELIVERY IN JANUARY, THE SECOND IS FOR APRIL.

AND SO WE'RE TARGETED CLOSING DECEMBER.

WITH THAT, I'M HAPPY TO ANSWER ANY QUESTIONS.

THANK YOU VERY MUCH.

I CAN OPEN UP YOUR QUESTIONS.

YOU HAVE ANY QUESTIONS ONLINE? PERFECT.

TOLEDO, UM, EXCELLENT PRESENTATION.

UH, KNOW THIS AREA VERY WELL.

LOVE BRINGING AFFORDABILITY TO, YOU KNOW, THE MEDICAL DISTRICT.

I MEAN, EVERY, EVERY DIRECTION YOU, YOU, YOU LOOK, THERE'S NOTHING BUT JOBS AND OPPORTUNITIES, SO I'M SURE THIS WILL DO REALLY WELL.

I'M JUST CURIOUS, I'M CURIOUS, WHEN YOU WENT TO YOUR LENDER, SEE OBVIOUSLY YOU STARTED CONSTRUCTION WHEN YOU WENT TO YOUR LENDER AND SAID, WHAT ABOUT THIS STRUCTURE? YOU SHOW 'EM THIS PRO FORMA.

DID THEY, DID THEY HAVE TO GO BACK TO COMMITTEE? DID THEY SAY, YEAH, THAT SOUNDS LIKE A GOOD IDEA, OR WE'RE OKAY? YES, IT IS.

OR JUST CURIOUS HOW THAT DIALOGUE WENT.

YEAH, GREAT QUESTION.

UM, IN OUR CASE, OUR LENDER ACTUALLY IS FAMILIAR WITH THIS PROGRAM AND HAS FINANCED OTHER P O C, UH, PROJECTS AROUND THE STATE.

AND SO, UM, IN THIS PARTICULAR CASE, IN OUR LENDER, THEY DID NOT, IT WASN'T AN EDUCATION PROCESS, SO TO SPEAK, AND SO THEY DIDN'T HAVE TO GO BACK.

RIGHT.

JUST CURIOUS IF WE'RE OPENING UP PANDORA'S BOX, YOU KNOW, HOW, HOW MANY, YOU KNOW, HOW MANY CRANES DO YOU SEE AROUND TOWN THAT MIGHT END UP BEING PFCS? AND I'M, I'M NOT, I'M NOT SAYING IT'S A BAD THING OR GOOD THING.

I DON'T KNOW WHAT YOU'RE WORKING ON TRYING TO PROTECT AARON AND ALBERT, BUT HEY, IT'S UP TO YOU GUYS.

YOU

[00:30:01]

MAKE DECISION.

YEAH, I JUST, YOU KNOW, I JUST, I JUST THROW THAT OUT.

SO I GUESS, JIM, ARE THERE MULTIPLE INSTANCES OF UNDER CONSTRUCTION, OR IS IT TWO OR THREE AROUND THE STATE, OR IS IT 10 OR 12? FAR SO FAR, FOUR, AROUND THE STATE.

UM, ONCE PEOPLE FINANCE, UM, UNLESS THEY'VE PREVIOUSLY PARTICIPATED IN THIS PROGRAM, THEY GENERALLY DON'T CHANGE ANYTHING.

VERY GOOD.

JUST, JUST FOR THE RECORD, UM, THE TAX ANALYSIS IS VERY SIMILAR.

CURRENT TAXES, ALL TAXES INCLUDED ON THIS PROJECT ARE $42,000 A YEAR.

IS THAT? YES.

UM, AND YOU'LL RECEIVE EIGHT TIMES THAT WITH YOUR CLOSING FEE.

YOU'LL RECEIVE 59% OF THE TAXES JUST FROM RENT AND TAX SAVINGS.

AND IF THERE WAS A SALE, YOU WOULD RECEIVE 90% OF THE TAXES BACK.

YES.

THEY'RE ALL, THEY'RE ALL ONE BEDROOMS. THAT'S EXCELLENT.

SMALL, YEAH.

SMALL .

BUT THAT'S NEEDED.

I, THAT'S GONNA, IT'S GONNA BE, YOU KNOW, ALL, ALL THOSE UNITS UNDER $1,500, THEY'LL, UH, YOU'RE GONNA LEASE OUT.

SO, YOU KNOW, I WISH YOU WELL, CERTAINLY SUPPORTIVE OF THIS.

THANK YOU.

COULD EVERYONE HERE ONLINE? I, I SAW IT.

LET YOU COME UP.

OKAY.

VERY GOOD.

DO WE HAVE ANY OTHER QUESTIONS OR COMMENTS ONLINE? I DON'T SEE ANY MORE HANDS.

NO MORE HANDS.

THIS IS A DISTRICT TWO ITEM, WHICH YOU DO NOT HAVE A REPRESENTATIVE FOR HERE ON OUR BOARD.

UH, OH.

DIRECTOR HANSEL, I THINK HAS AN ADDRESS.

OH, OKAY.

DIRECTOR HANSEL, REAL QUICK, UH, FOR THIS PROJECT, AS I RECALL, IT'S ONLY ONE BEDROOMS, AND I JUST, I'M WONDERING IF YOU COULD DISCUSS THE DRIVERS BEHIND THAT DECISION.

IF, IF IT'S JUST THE MICRO NEIGHBORHOOD HERE, THE PROXIMITY, I, I, I JUST WANNA KNOW WHY THIS TIME THIS IS DIFFERENT THAN THE PRIOR URBAN GENESIS PROJECT.

SO I, I'M CURIOUS.

YES, SIR.

UH, THAT'S A GOOD QUESTION.

UM, IN THIS PARTICULAR PROJECT, IT WAS DRIVEN BY ONE, THE TIGHTNESS OF THE SITES.

UM, ULTIMATELY WE CAN ONLY FIT SO MANY PARKING SPOTS WITHIN THESE TWO SITES, WHICH ULTIMATELY DICTATED HOW MANY UNITS WE WILL PROVIDE.

AND SO THE, THE MORE ONE BEDROOMS WE HAVE, UH, THE MORE PARKING SPOTS WE HAVE, THE MORE BEDROOMS WE CAN PROVIDE.

AND SO THAT'S WHAT DICTATED THE, THE, THE DENSITY AND THE UNIT MIX.

UM, AS FAR AS, UH, ONE BEDROOMS, THE OTHER DRIVER WOULD BE THE TARGET RENTER AND DEMOGRAPHIC HERE.

UH, GIVEN PROXIMITY TO THE MEDICAL DISTRICT, THE TARGET RENTER IS GONNA BE BY AND LARGE MEDICAL WORKERS, UM, AND TYPICALLY YOUNGER SINGLE MEDICAL MEDICAL WORKERS.

THANK, THANK YOU VERY MUCH.

UH, I ALWAYS LIKE TO SAY PERSONALLY, I, THIS IS PROBABLY THE FIRST SITE I'VE EVER SEEN A, A SPLIT SITE LIKE THIS.

AND I THINK IT'S VERY INTERESTING, UH, BECAUSE A LOT OF TIMES IN, IN THE URBAN AREAS, YOU'RE ONLY GONNA FIND THESE LITTLE, UH, YOU KNOW, ONE ACRE OR HALF ACRE PARTIALS AND STUFF.

AND TO BE ABLE TO TURN IT INTO, UH, WORKFORCE HOUSING IS QUITE AN ACCOMPLISHMENT.

SO, DO WE HAVE ANY OTHER COMMENTS FOR ON THE FLOOR? I, I CAN'T SEE ONLINE ANYMORE.

ERIC? NO, NONE.

FROM ONLINE.

WE HAVE A MOTION, MOTION MOTION BY, UH, DIRECTOR CALLAS FOR APPROVAL.

SECOND.

SECOND BY DIRECTOR TOLEDO.

I'LL MOVE TO A VOTE.

JACQUELINE? YES, UH, DIRECTOR? AYE.

DR.

STINSON A DIRECTOR.

REYES, YOU'RE MUTED.

DR.

REYES, CAN YOU HEAR ME NOW? YES.

THANK YOU.

AYE, SUPPORT DIRECTOR TOLEDO, UH, APPROVED DIRECTOR HOLMES APPROVE TELLS APPROVED DIRECTOR WINTERS APPROVE.

PRESIDENT THOMAS, CALL APPROVE, AND DIRECTOR CALLS APPROVE.

VERY GOOD.

UH, LET THE RECORD REFLECT THAT.

ITEM NUMBER SIX WAS ENDLESSLY CONGRATULATIONS.

[00:35:01]

ITEM NUMBER SEVEN, PRESENTATION AND DISCUSSION OF SOCIAL MEDIA AND CONSULTANT SERVICES OFFERED BY DASH SOCIAL.

ASHLEY MASON.

YEAH, JUST, UH, BEFORE WE INTRODUCE ASHLEY, I JUST WANNA KIND OF EXPLAIN TO THE BOARD HERE WHAT THE, WHAT'S GOING ON WITH THIS, UM, AGENDA ITEM.

SO, BACK A FEW MONTHS AGO, WE WERE DIRECTED BY THE BOARD OF STAFF TO SEARCH OUT AND SEE WHAT OUR OPTIONS WERE TO KIND OF DEVELOP A BETTER WEBSITE PRESENCE, AS WELL AS KIND OF SOCIAL MEDIA MARKETING AND THINGS TO KIND OF HELP THE PUBLIC UNDERSTAND WHAT WE DO AND, AND MAYBE HIGHLIGHTS THE PROJECT.

AND THIS IS, UH, ONE PART OF THAT, AND, UH, WITH OUR ASSISTANT DIRECTOR, DARWIN HERE, UH, KNEW OF ASHLEY AND, AND HER COMPANY AND, AND STUFF THAT SHE HAD DONE FOR OTHER ORGANIZATIONS SIMILAR TO OURS.

AND SO, UM, WE INVITED HER TO COME AND MAKE IT QUICK, UH, PRESENTATION TO KIND OF GIVE AN OVERVIEW OF WHAT, WHAT MIGHT BE POSSIBLE WITH, UM, THE P F C AND, AND WHAT, UH, WE COULD BE LOOKING AT.

AND SO THIS, THIS IS KIND OF JUST A GENERAL, YOU KNOW, THIS IS WHAT THEY DO AND, AND WE CAN DELIBERATE MORE, UM, AT THE BOARD LEVEL TO SEE, YOU KNOW, HOW YOU MIGHT WANNA IMPLEMENT THIS OR IF YOU, IF YOU DON'T RIGHT.

KNOW, THIS IS JUST KIND OF AN INFORMATIONAL, UH, SESSION.

SO ASHLEY, UM, THANKS FOR YOUR, FOR COMING ON.

UM, AND WE'LL, WE'LL LEAVE IT TO YOU NOW FOR YOUR PRESENTATION.

YEAH, THANK YOU SO MUCH FOR HAVING ME, EVERYONE.

UM, I'M ASHLEY MASON.

MY COMPANY IS DASH OF SOCIAL.

UM, IF YOU'D LIKE TO GO TO THE NEXT SLIDE, PLEASE, JACQUELINE.

SORRY, ASHLEY.

THERE'S A BIT OF A LAG HERE, BUT IT'S WITH US.

PERFECT.

UM, THEN YOU CAN GO TO THE NEXT ONE TOO, TO TELL YOU A LITTLE BIT MORE ABOUT MYSELF AND OUR WORK.

UM, I'M LOCATED IN MASSACHUSETTS.

I STARTED MY COMPANY ALMOST SEVEN YEARS AGO BACK IN SEPTEMBER, 2016.

UH, WE WORK WITH ORGANIZATIONS ACROSS THE COUNTRY SUPPORTING THEM, MAINLY WITH THEIR SOCIAL MEDIA MANAGEMENT, WHETHER IT'S FACEBOOK, INSTAGRAM, LINKEDIN, TWITTER, TO SUPPORT A VARIETY OF GOALS THAT THEY'RE LOOKING TO ACHIEVE AND ENSURE THAT WE'RE ESTABLISHING A SOLID AND REPUTABLE PRESENCE ONLINE FOR THEM.

UH, SO AN BRIEF OVERVIEW OF HOW OUR SOCIAL MEDIA PROGRAM EXECUTION WORKS, UM, IS WE WOULD BE STARTING SOCIAL MEDIA PROFILES FOR THE P F C, UM, AND ALSO FOR THE H F C, BUT, UM, REALLY USING SOCIAL MEDIA TO SPREAD BRAND AWARENESS, ESTABLISH TRUST WITHIN THE COMMUNITY, AND REALLY SHARE THE OVERALL PROJECTS AND ALL OF THE BENEFITS THAT HAVE COME OUT OF IT.

UM, AND A LOT OF THE RESEARCH THAT I WAS DOING AND READING VARIOUS ARTICLES THAT WERE COMING UP, PEOPLE SEEMED TO NOT REALLY KNOW THE DIFFERENCE BETWEEN BOTH THE P F C AND THE H F C.

SO BEING ABLE TO ESTABLISH AN ONLINE PRESENCE THAT WOULD BREAK DOWN BOTH CORPORATIONS, UM, AND ALSO HELP TO REWRITE THE NARRATIVE, ULTIMATELY, BECAUSE THERE'S A LOT OF PUSHBACK COMING FROM THE COMMUNITY.

SO SHOWING HOW IT'S A REALLY, UM, BIG BENEFIT TO RESIDENTS, BUSINESSES ALIKE, AND BEING ABLE TO KIND OF CONTROL THE NARRATIVE IN THAT SENSE AND USING SOCIAL MEDIA AS THAT DRIVING FORCE.

SO WITH OUR PROGRAM EXECUTION, UM, WE FOCUS ON DEVELOPING A REALLY ROBUST STRATEGY, WHICH WOULD INVOLVE, UM, IF THERE WERE SOCIAL MEDIA PROFILES CREATED.

THERE ARE NOT YET FOR THE CORPORATION, BUT DOING AN AUDIT OF WHAT'S BEEN DONE WITH THE, UM, CORPORATIONS ONLINE PRESENCE UP TO DATE, GIVING AN ANALYSIS OF THE INDUSTRY AND OF THE AREA TO REALLY GET A FEEL FOR WHAT TYPES OF DIRECTIONS WE CAN GO IN DETERMINING OUR OVERALL CONTENT PILLARS.

SO THINKING OF THE OVERALL TYPES OF CONTENT WE'D LIKE TO SHARE ON SOCIAL MEDIA, WHICH I'LL GET INTO A LITTLE BIT FURTHER.

AND ALSO FINDING WAYS THAT WE CAN ENGAGE THE COMMUNITY WITHIN THE PROFILES THAT WE'RE CREATING.

SO ENSURING THAT WE'RE ALLOWING PEOPLE TO SEE OUR CONTENT, INTERACT WITH IT, HELPING TO EDUCATE AND INFORM THEM ABOUT VARIOUS PROJECTS THAT ARE GOING ON AND THINGS LIKE THAT.

WE'D ALSO BE CREATING THE PROFILES FROM THE GROUND UP.

SO AS I MENTIONED EARLIER, THERE'S NO SOCIAL MEDIA PRESENCE RIGHT NOW, SO WE'D BE INVOLVED WITH CREATING THE PROFILES FOR THE SOCIAL MEDIA PLATFORMS THAT WE'D BE FOCUSING ON, AND MAKING SURE THAT IT'S, UM, REALLY POLISHED AND REALLY LOOKING NICE FOR ANYONE WHO COMES ACROSS THE, ON OUR ONLINE PRESENCE.

WE ALSO FOCUS A LOT ON ACTUALLY WRITING AND CREATING THE SOCIAL MEDIA POSTS.

SO THAT'S A BIG STRESSOR THAT COMES OFF OF OUR CLIENTS' PLATES, IS THEY DON'T REALLY NEED TO WRITE CONTENT AND SEND IT TO US, AND WE POST IT.

WE TAKE CARE OF EVERYTHING IN TERMS OF, UM, CREATING MONTHLY CONTENT, CALENDARS WITH POSTS, VISUALS, ALL OF THAT STUFF.

UM, WE WOULD BE BRINGING IN A SPANISH TRANSLATOR TO ENSURE THAT WE HAVE CONTENT IN BOTH ENGLISH AND SPANISH, UM, FOR SPANISH SPEAKING RESIDENTS.

UM, IN TERMS OF THE TYPES OF CONTENT THAT WE WOULD BE POSTING FOR ANY PRESS RELEASES THAT YOU HAVE, OR BRIEFINGS OR ANY OTHER TYPES OF DOCUMENTS THAT'S OUTLINING UPCOMING PROJECTS, ALL YOU'D HAVE TO DO IS SHARE THAT INFORMATION WITH

[00:40:01]

ME AND I CAN USE IT TO INFLUENCE AND DEVELOP THE CONTENT CALENDARS MOVING FORWARD.

SO YOU WOULDN'T NEED TO WRITE ABOUT, WORRY ABOUT WRITING ANYTHING SPECIFIC FOR SOCIAL MEDIA.

I'M ABLE TO TAKE WHAT YOU HAVE AND USE THAT.

ALSO, FOCUSING ON THAT WE'RE NOT JUST WRITING AND POSTING SOCIAL MEDIA POSTS, BUT ALSO ENGAGING WITH THE COMMUNITY.

SO ENSURING THAT OUR CONTENT IS NOT ONLY SEEN FROM THE AUDIENCE THAT WE'RE BUILDING UP, BUT ALSO GROWING AND EXPANDING BEYOND THAT, LOOKING FOR COLLABORATION AND PARTNERSHIPS AS WELL TO KIND OF GET, UM, GOOD POSITIVE FEEDBACK FROM PEOPLE WITHIN THE COMMUNITY WHO CAN ALSO HELP TO SPREAD OUR ME MESSAGE AND BRAND AWARENESS FURTHER.

AND THEN OF COURSE, PROVIDING MONTHLY ANALYTICS REPORTS THAT SHOW EACH MONTH, UM, HOW CONTENT IS PERFORMING, HOW THE ACCOUNTS ARE GROWING, UM, SETTING KPIS AND TRACKING HOW WE'RE MEASURING AGAINST THEM, BEING ABLE TO SEE, UM, WHAT TYPE OF CONTENT IS REALLY GETTING THE MOST AMOUNT OF TRACTION, WHICH WILL DRIVE WHAT WE PLAN MOVING FORWARD AND THINGS LIKE THAT.

UM, AND NOW WE CAN MOVE ON TO THE NEXT SLIDE.

SO, THE SOCIAL MEDIA PROFILES THAT I'D RECOMMEND WE IMPLEMENT FOR THE P F C WOULD BE FACEBOOK, INSTAGRAM, LINKEDIN, AND TWITTER.

AND THEN THE NEXT SLIDE, I BREAK THOSE DOWN A LITTLE BIT MORE.

UM, SO ONE THING THAT I DID WANT TO MENTION IS THAT WE WOULD BE HAVING, HAVING AND WRITING DIFFERENT SOCIAL MEDIA POSTS FOR DIFFERENT AUDIENCES.

SO IT WOULDN'T JUST BE A BLANKETED CONTENT OR BLANKETED POST TO KIND OF GO TO ALL THE DIFFERENT GROUPS THAT WE'RE LOOKING TO INTERACT WITH, BUT MAKING SURE THAT EVERYTHING IS CUSTOMIZED AND SPECIFIC.

SO FACEBOOK AND INSTAGRAM WOULD BE A GREAT WAY TO REACH DALLAS RESIDENTS LINKEDIN.

WE MIGHT WANNA CHAT OR CREATE CONTENT TOWARDS DALLAS DEVELOPERS OR PROPERTY MANAGERS AND BUSINESSES.

AND TWITTER.

WE CAN CREATE CONTENT THAT'S REALLY GEARED TOWARDS CITY AND STATE OFFICIALS AND ALSO JOURNALISTS WHO MIGHT WANT TO PICK UP ANYTHING THAT WE'RE CURRENTLY DOING OR PROJECTS THAT WE'RE FOCUSING ON IN THE NEXT SLIDE.

AFTER THIS ONE, I GIVE SOME, UM, SUGGESTIONS OF CONTENT PILLARS OR OVERALL CATEGORIES, IS REALLY WHAT THEY ARE OF SOCIAL MEDIA POSTS THAT WE'D WANNA MAKE SURE THAT WE'RE SHARING ON THE PROFILES, PROJECTS SHOWING BEFORE, DURING, AND AFTER.

PEOPLE REALLY LIKE TO SEE THE TRANSFORMATION OF A PROJECT FROM START TO FINISH.

AND IT REALLY HELPS TO TIE IN THAT STORYTELLING ASPECT, WHICH I KNOW IS REALLY IMPORTANT WITHIN THIS, IS BEING ABLE TO OUTLINE THE SCOPE OF EVERYTHING FEATURING BOARD MEMBERS AND STAFF MEMBERS, UM, CONTENT LIKE THAT.

AND GETTING TO SHOW THE PEOPLE BEHIND THE ORGANIZATION HELPS TO BUILD A LOT OF TRUST WITH YOUR AUDIENCE.

ALSO FEATURING DEVELOPERS AND PROPERTY MANAGERS THAT ARE PERHAPS INVOLVED IN THE DIFFERENT PROJECTS.

AND AGAIN, BUILDING TRUST WITH THE COMMUNITY ON WHO, UH, THOSE DRIVING LEADERS ARE.

PERHAPS SHARING BUSINESS OPPORTUNITIES, LEGISLATIVE UPDATES, UM, FAQS, STATISTICS AND TIPS RELATED TO AFFORDABLE HOUSING, THE BENEFITS OF THE CORPORATION TO DALLAS RESIDENTS AND BUSINESSES.

AND THEN ALSO RESIDENTS SUCCESS STORIES.

SO ANY RESIDENT WHO IS LIVING IN ONE OF THE AFFORDABLE HOUSING, UM, BUILDINGS OR DEVELOPMENTS, SHOWING HOW THAT'S POSITIVELY IMPACTED THEM SINCE.

AND THERE'S ALSO OTHER OPPORTUNITIES THAT WE CAN PURSUE ON SOCIAL MEDIA BEYOND JUST CREATING OUR OWN PROFILES AND WRITING AND POSTING OUR OWN SOCIAL MEDIA POSTS.

UM, FOR ANY OF YOU WHO DO USE FACEBOOK REGULARLY, I'M SURE YOU'VE SEEN FACEBOOK GROUPS OR HAVE PERHAPS, UM, PARTICIPATED IN THEM YOURSELF.

THERE'S SEVERAL FACEBOOK GROUPS RELATED TO HOUSING, REAL ESTATE RESIDENTS, LOCAL HAPPENINGS, ET CETERA, IN DALLAS.

AND THESE GROUPS HAVE THOUSANDS, IF NOT TENS OF THOUSANDS OF ACTIVE AND ENGAGED MEMBERS, WHICH GIVES US THE OPPORTUNITY TO INTERACT WITHIN THESE FACEBOOK GROUPS AND AGAIN, HELP TO EXPAND OUR BRAND AWARENESS AND BUILD SOME TRUST WITHIN THE COMMUNITY.

AND SO BEING ABLE TO INTERACT WITHIN THESE GROUPS THAT HAS THOUSANDS OF MEMBERS, IT HELPS TO EXPAND OUR AUDIENCE AND JUST BUILDS OUR AWARENESS OF PEOPLE KNOWING WHAT THE CORPORATION IS DOING AND HOW IT'S BENEFITING THEM.

, THERE'S ALSO THE OPPORTUNITY TO PARTNER WITH OTHER PROGRAMS, OFFICES OR INITIATIVES.

UM, SO BEING ABLE TO IDENTIFY AND PARTNER WITH KEY PLAYERS OR STAKEHOLDERS WHO CAN AMPLIFY THE MESSAGE OF THE P F C IS HUGE FOR BEING ABLE TO, AGAIN, BUILD THAT CREDIBILITY AND TRUST AND ALSO EXPAND THE AMOUNT OF PEOPLE THAT WE'RE REACHING.

SO BY PARTNERING WITH PEOPLE THROUGH SOCIAL MEDIA CONTENT OR JOINT, UM, CONTENT PARTNERSHIPS, WHICH I'M ALWAYS HAPPY TO FACILITATE, WE CAN CREATE, UM, CONTENT THAT WILL HELP TO ENCOURAGE IT, GET SHARED BY THEM, AND ALSO INCREASE THAT MAXIMUM REACH AND ENGAGEMENT.

AND THEN I WELCOME ANY QUESTIONS THAT ALL OF YOU HAVE.

THANK YOU VERY MUCH.

UH, I GUESS I'LL START WITH THE QUESTION.

[00:45:01]

THE FIRST PART OF YOUR PRESENTATION, YOU MENTIONED THE, THE DALLAS, UH, H F C.

DID YOU SAY YOU'RE WORKING WITH THEM OR YOU'RE LOOKING TO, UH, DO A PACKAGE DEAL BETWEEN THE H F C AND THE P F C? BOTH H F C AND P F C? I THINK, I THINK ANY DEAL WOULD BE SEPARATE.

IT'S JUST THE, THE, UH, I GUESS THE, THE CONTENT WOULD BE SIMILAR, RIGHT? YOU GET TO DISCOUNT BOTH.

THAT'S, WE'D HAVE THE HAVE TO NEGOTIATE, BUT THEY'RE REVIEWING IT AS WELL.

THE SAME COMPANY, WELL, THEY, THEY HAVEN'T GOT THIS PRESENTATION YET.

I, I HAVE A QUESTION JUST REALLY, REALLY FOR, UH, DARWIN AND AARON.

IS, DOES THE HOUSING DEPARTMENT, DO THEY THINK THIS IS A GOOD IDEA OR IS THIS INFRINGE ON YOU GUYS OR YOU GUYS? 'CAUSE IT TAKES SOME, SOME WORKLOAD OFF YOUR TEAM? UH, DEFINITELY IT WOULD.

UH, BUT WE DON'T HAVE THE CAPACITY TO OKAY.

TO MANAGE SOCIAL MEDIA FOR THE CORPORATIONS.

UNDERSTOOD.

SO AS PART OF THE RETREAT, THIS IS SOMETHING THAT CAME OUT THE RETREAT AND WE THOUGHT THAT IT WOULD BE A GREAT IDEA TO BRING IN A THIRD PARTY THAT CAN HANDLE, YOU KNOW, BEING OUR BEST ADVOCATE FOR THE GREAT WORK THAT WE DO, AND CREATE THAT NARRATIVE ON THE GREAT SIDE VIDEO.

AND ALSO TO, TO, UH, THERE'S NOT A WHOLE LOT OF A ADVOCACY FOR P F C DEALS ACROSS THE STATE.

FOLLOW BE GREAT OPPORTUNITIES.

THE THAT'S BROUGHT FORWARD YOU GUYS.

YEAH, I THINK ADDING ON WHAT DAWN SAID, YOU KNOW, WE'VE HAD A DISCUSSION, I KNOW KEN HAD EXPRESSED A LOT OF INTEREST IN GETTING A WEBSITE SET UP.

YOU KNOW, YOU GUYS ARE A SEPARATE CORPORATION.

YOU CAN, YOU CAN PAY FOR A WEBSITE AND, AND HAVE EVERYTHING HOSTED THERE AND HAD TO BE A REALLY, A GOOD FOUNTAIN, UM, INFORMATION AND, YOU KNOW, NEWS AND THINGS ABOUT WHAT, WHAT WE'RE DOING HERE AT P F C.

UM, AND THIS CAN BE A PART OF THAT, THAT PIECE.

SO CAN WE PUT THE STATUS OF YOUR, YOUR SPREADSHEET ON THERE? YEAH.

IT'S PUBLIC INFORMATION, RIGHT? RIGHT.

LIKE, YOU, YOU GUYS CAN POST WHATEVER YOU WANT ON THERE.

OKAY.

IT WOULD BE, UH, YOU KNOW, BENEFICIAL TO BOTH BOARD MEMBERS AND THE PUBLIC.

I MEAN, THAT'S THE IDEA, RIGHT? WE WANT THEM PUBLIC TO KNOW WHAT WE'RE DOING.

MM-HMM.

, WE WANT THEM TO KNOW WE'RE DOING GOOD WORK.

AND, AND THAT'S A GOOD WAY TO ADVERTISE THAT.

THAT'S A GREAT IDEA.

I, I GET QUESTIONS ALL THE TIME.

I SEND THIS, I, I SEND YOUR SUMMARY OUT TO PEOPLE EVERY WEEK AND, YOU KNOW, TO BE ABLE TO SEND 'EM TO A WEBSITE WOULD BE TREMENDOUS.

AND IF IT TAKES WORKLOAD FROM YOU GUYS, THAT'S ANOTHER HUGE, SO, WELL THAT'S CURRENTLY NONE OF THIS EXISTS WORKLOAD, BUT IT WOULD, I THINK IT WOULD HELP JUST WITH, YOU KNOW, THE PUBLIC INQUIRIES.

YOU KNOW, THEY'RE GETTING OPEN RECORD REQUESTS EVERY WEEK AND IT'S, OH YEAH, IT CAN BE VERY TAX.

SO WHAT, WHAT IS WHY, WHAT, WHAT'S, WHAT'S THE COST TO THE BENEFIT , WE HAVEN'T DISCUSSED THAT YET.

SO THIS IS JUST KIND OF A WHAT'S POSSIBLE KIND OF, UH, YOU KNOW, I, I THINK IT'S A GREAT IDEA.

I THINK WE NEED TO BE A LITTLE CAREFUL THAT WE DON'T BE PERCEIVED AS HAWKING OKAY.

OPPORTUNITIES TO, UM, WATCH TAX BASE.

AND I THINK WE NEED TO MAKE SURE THAT OUR MISSION AND OUR VISION IS CLEARLY STATED.

WE'RE NOT JUST OUT THERE LOOKING FOR ANY DEAL THAT WE CAN DO THAT'S GONNA ERODE THE TAX BASE FOR, FOR THE CITY.

YEAH.

I THINK, YOU KNOW, THIS COULD BE DEVELOPED MORE.

I KNOW YOU GUYS HAVE A MARKETING COMMITTEE I COMMUNICATIONS COMMITTEE, RIGHT? AND, UH, THERE A SUBSET OF BOARD MEMBERS.

I THINK YOU CAN REALLY FLESH OUT WHAT YOU ARE, ARE REALLY TRYING TO GET AFTER IN THAT, THAT COMMITTEE AND YOU BRING IT BACK TO ASHLEY OR WHOEVER ELSE YOU GOT BY NOW, THIS CONCEPTION'S ABOUT THIS A ONLINE PUBLICATION, .

AND THE ISSUE WITH FOREST LANE WAS UP.

I MEAN, SHE CALLED ME AND I SAID, WHATCHA TALKING ABOUT? I MEAN, THEY REALLY LOOK AT THIS AS BEING, UM, SUBSIDIZED HOUSING, UH, LOW INCOME HOUSING, AND THEY HAVE NO IDEA THE KIND OF PROJECTS THAT ARE BEING DEVELOPED THROUGH THE, THE P F C.

SO I THINK IT'S A GREAT IDEA.

THANK YOU.

AND, UH, DIRECTOR REYES ON LONNIE.

YES.

THANK YOU.

UH, I JUST HAVE A COUPLE I GUESS, COMMENTS AND, AND I GUESS THEY CAN LEAD INTO QUESTIONS.

UM, WELL, FIRST OF ALL, I, I, I REALLY THINK IT'S A, IT'S A GREAT IDEA TO HAVE A, A PRESENCE ONLINE.

'CAUSE OBVIOUSLY, YOU KNOW, THE LAST TWO YEARS AS ME BEING ON THIS BOARD, I'VE HAD PLENTY OF QUESTIONS COME FROM MY NEIGHBORS AND, AND JUST TO UNDERSTAND WHAT IT IS THAT, THAT THE CORPORATION DOES, RIGHT? WHAT, WHAT IS IT THE P F C DOES? WHAT IS IT THAT I DO ON, ON AS PART OF THIS, UH, BOARD? AND, YOU KNOW, USUALLY THE QUESTIONS

[00:50:01]

ONCE WE START, ONCE I TRY TO EXPLAIN, YOU KNOW, AS SOON AS THEY HEAR THE WORD TAXES OR TAX IT, IT JUST GOES LEFT.

UH, BEING THAT I LIVE IN A COMMUNITY THAT'S BEING GENTRIFIED AND ALL OUR TAXES ARE GOING UP, UH, WHICH HAS NOTHING TO REALLY DO ONE WITH THE OTHER DIRECTLY, UH, HAVING A, A, A, A TOOL LIKE THIS THAT CAN ALLOW TO EXPLAIN, UH, UH, THESE CONVERSATIONS IN A, IN A, IN A, IN, IN, IN THOSE KIND OF TERMS, YOU KNOW, THROUGH SOCIAL MEDIA, IT, IT REALLY WOULD HELP.

BUT THERE'S ALWAYS A BUT, RIGHT? UH, MY, MY ONLY CONCERN IS, IS THAT FIRST, UH, OR MY PREFERENCE WOULD BE TO HAVE A, A LOCAL ENTITY THAT CAN, THAT UNDERSTANDS, UH, WHAT'S GOING ON IN DALLAS, RIGHT? ESPECIALLY WHEN WE COME TO THE CONVERSATION OF HOUSING AND HOW IT RELATES TO WHO WE ARE, OUR D N A AS A CITY, RIGHT? UH, WHEN WE LOOK AT, YOU KNOW, WHEN WE START LOOKING AT THE NIMBY CROWD, WHEN WE START LOOKING AT, YOU KNOW, NO LIGHT TECH IN MY AREA, I MEAN, ALL THAT NEEDS TO BE CONSIDERED AND UNDERSTAND BECAUSE OBVIOUSLY AS YOU'RE, AS, AS WE'RE PUSHING INFORMATION OUT, YOU KNOW, IT, IT, IT, IT INFORMS OUR NEIGHBOR, RIGHT? AND IT EITHER INFORMS OUR NEIGHBOR IN A WAY THAT, UM, UH, GETS 'EM TO UNDERSTAND THAT, WELL, YEAH, THEY'RE, YOU'RE RIGHT, THERE GOES THE CITY, RIGHT? DOING THEIR THING.

UH, OR IT, IT, IT EDUCATES THEM AND IT ALIGNS ENLIGHTENS THEM ON, ON WHAT IT IS THAT THAT'S GOING ON.

SO, UH, I, IN, IN, IN NO WAY AS A, YOU KNOW, AS A, AS A MARK ON, ON, ON OUR, ON, ON, ON THE DESK OF SOCIAL BEING THAT THEY'RE OUTTA STATE, I, YOU KNOW, MY, MY PREFERENCE WOULD BE TO HAVE SOMEONE THAT'S LOCAL THAT CAN UNDERSTAND, THAT CAN ACTUALLY ENGAGE IN THOSE CONVERSATIONS AND GET BACKGROUND AND CONTENT AND CONTEXT TO BE ABLE TO MAKE SURE THAT WHAT WE'RE PUSHING OUT THERE IS NOT JUST ALSO EDUCATING, BUT ALSO, YOU KNOW, HELPING OUR CONVERSATION OF, OF HOUSING IN DALLAS.

UM, BECAUSE IT'S SOMETHING THAT, YOU KNOW, WE'RE, WE'RE, WE'RE DEALING WITH, RIGHT? RIGHT NOW WE GOT THE DALLAS HOUSING COALITION THAT'S PUSHING FOR 200 MILLION FOR THE CITY BOND, UH, FOR THE 2024 BOND.

AND WHY IS THAT IMPORTANT? UH, YOU KNOW, THE FACT THAT, THAT THE CITY ITSELF HAS, YOU KNOW, IT'S, IT HAS, IT, IT'S A NEED OF 33,000 UNITS JUST TO CATCH UP WITH THE DEMAND.

AND, AND HOW IS IT THAT THE WORK THAT WE'RE DOING IS SUPPORTING THAT, BUT IT, BUT THERE'S ALSO OPPOSITION ON THAT, RIGHT? I MEAN, WE, WE, WE'VE HEARD THOSE, THOSE CONVERSATIONS, WHETHER IT'S AT, AT THE HORSESHOE OR THROUGH, UH, YOU KNOW, COMMENTS THAT ARE MADE AT, AT, YOU KNOW, TO REPORTERS OR WHATEVER.

SO, SO WE GET TO FEEL ALL OF THAT.

AND TO ME, AGAIN, HAVE, IT'S IMPORTANT THAT WE HAVE SOMEONE THAT'S LOCAL THAT CAN UNDERSTAND THE CONTEXT AND THE CONTEXT AND HELP US MANEUVER THAT, UH, THOSE, THOSE, THOSE, UH, THOSE POINTS.

UH, THAT'S ONE CO THAT'S, THAT'S ONE COMMENT.

THE OTHER IS, UH, DEFINITELY, LIKE I SAID, I DEFINITELY WOULD SUPPORT HAVING THIS, THIS ONLINE PRESENCE.

UH, I, I KIND OF TAKE TO, UH, THE PRESENCE THAT THE, UH, UH, ONE OF OUR OTHER, UH, C UH, BOARDS HAS, WHICH IN THIS CASE WOULD BE THE ENVIRONMENTAL, UH, COMMISSION.

UH, I'M VERY IMPRESSED WITH THE, WITH, WITH, WITH HOW, UH, THAT, THAT, THAT BOARD OR THAT COMMISSION IS, UH, UH, HAS AN ONLINE PRESENCE.

THEY DEVELOP THEIR OWN LOGO.

THEY, THEY, THEY HAVE THEIR OWN THEIR OWN, UH, WEBSITE.

THEY HAVE, YOU KNOW, SOCIAL MEDIA PRESENCE ON TWITTER AND SO ON.

UH, BUT I KNOW THAT THAT'S LED BY THE CHAIR, UH, CAPTAIN BAAN, WHO ALSO HAPPENS TO BE A, UH, UH, WHAT DO YOU CALL IT? UH, ONE OF THESE CREATIVES THAT DOES ALL THIS STUFF ONLINE AND STUFF.

SO, SO IT KIND OF FALLS IN HER WHEELHOUSE.

AND, AND SHE'S MADE SURE THAT, THAT HER COMMITTEE, UH, THAT SHE LEADS, HAS, HAS A, HAS A BRAND AND A, AND A, AND A, AND A REPRESENTATION.

SO I, AGAIN, I, I SEE WHERE THE WISDOM OR THE, OR THE GOOD THING IS IN, IN, IN HAVING THIS, THIS PRESENCE.

UM, SO IT'S JUST SOMETHING THAT I WOULD LIKE FOR Y'ALL TO CONSI FOR, FOR Y'ALL TO CONSIDER AS WE, UH, AS, AS WE DECIDE TO MOVE FORWARD ON THIS DECISION.

'CAUSE THE OTHER ASPECT IS, AND, AND I KNOW THAT I WASN'T ABLE TO MAKE IT TO THE, UM, TO OUR RETREAT, 'CAUSE I WAS DEALING WITH, UH, WITH SURGERY AT THE TIME.

BUT NOT ONLY DO WE NEED A SOCIAL MEDIA PRESENCE, BUT ALSO

[00:55:01]

AS A BOARD, YOU KNOW, WE NEED TO GET OUT INTO THE COMMUNITY BECAUSE THAT'S WHERE THE TRUST FACTOR IS GONNA BE, RIGHT? UM, IF WE'RE NOT OUT THERE TALKING TO OUR NEIGHBORS, UH, AS REPRESENTATIVES AS, AS, AS LEADERS, UH, THAT HAVE BEEN APPOINTED, THEN, UH, YOU KNOW, WE CAN HAVE A SOCIAL MEDIA PRESENCE.

AND THAT DOESN'T REALLY GO ANYWHERE.

IF ANYTHING, IT JUST FUELS THE, UH, THE ENERGY THAT'S ALREADY OUT THERE.

SO, UM, I, AGAIN, I WOULD SUPPORT SOMETHING LIKE THIS IF, IF IT COMES TO VOTE, BUT I JUST SAY THAT WE NEED TO, UH, HAVE A GOOD UNDERSTANDING OF THE TOOL THAT WE'RE, THAT WE'RE ASKING FOR, AND HOW CAN THAT TOOL BE, UH, SIGNATURE TO DALLAS, BECAUSE DALLAS IS .

DALLAS IS DALLAS.

SO, UH, JUST WANT Y'ALL TO CONSIDER THAT.

THANK YOU FOR THE OPPORTUNITY TO SPEAK.

THANK YOU, DIRECTOR REYES.

I APPRECIATE IT.

AND I'D LIKE THE RECORD TO REFLECT THAT, UH, DIRECTOR MONTGOMERY IS IN THE ROOM AND IS IN ATTENDANCE IF IT COULD BE MARKED AS BEING IN ATTENDANCE, PLEASE.

AND, UH, PERHAPS THIS IS ALSO A DISCUSSION ITEM WE CAN BRING UP, UH, IF WE WANT TO PERHAPS GO OUT TO BED OR WHATEVER IT IS WE WANT TO DO TO, UH, TO, UH, AS A NEXT STEP, UH, WE CAN DISCUSS THAT OFFLINE OR, UH, WHATEVER WAY WE'D LIKE THIS.

THIS IS A, A PRESENTATION END DISCUSSION.

IT'S NOT A VOTE RIGHT NOW, SO I DON'T WOULD, WOULD NOT WANT THIS TO WAIT FOR A LONG TIME, BECAUSE EVERY MONTH WE WAIT IS A MONTH THAT, UH, OUR, OUR SIDE OF THE STORY ISN'T GETTING OUT THERE.

AND I BELIEVE, UH, DIRECTOR MONTGOMERY WANTED TO SAY SOMETHING.

YEAH.

UM, SO ASHLEY, FIRST OF ALL, THANKS FOR, UH, FOR JOINING US TODAY.

REALLY APPRECIATE IT.

UM, AND APPRECIATE, UM, WHAT YOU'VE PUT TOGETHER.

I THINK IT'S A, A TERRIFIC PROCESS, UM, FOR US TO, UH, TO TAKE A LOOK AT.

AND, UM, ALSO, AARON, I KNOW THIS IS SOMETHING THAT'S BEEN ON YOUR RADAR AND I APPRECIATE YOU AND, AND, UH, ALBERT AND DARWIN JUMPING IN HERE AND, AND, UH, UM, GETTING US SOME, SOME CONTENT, SOME INPUT ON THIS.

SO, ASHLEY, I HAVE A, UM, I HAVE A QUESTION FOR YOU WITH REGARD TO SOME OF THE OTHER ASPECTS OF THIS ENTIRE, I'LL CALL IT CAMPAIGN.

UM, SO YOU REALLY FOCUSED ON, UM, YOU KNOW, SOME CONTENT CREATION, UM, THE SOCIAL MEDIA PRESENCE, AND THAT THAT'S ALL A, A VERY IMPORTANT PIECE.

UM, TELL ME A LITTLE BIT ABOUT HOW YOU COORDINATE, UM, WITH SOME OTHER PARTS OF THE TOTAL, UM, PUBLIC RELATIONS, UM, PUZZLE.

AND WHAT I MEAN BY THAT IS, UM, I'M THINKING OF PR, UH, AND, UM, OUR, UM, COLLECTIVE ABILITY TO, UM, HAVE A MEDIA PRESENCE.

AND ALSO, UM, YOU MENTIONED ADVOCACY, I THINK FOR THE, THE P F C, UM, THAT THAT'S A, A REASONABLY IMPORTANT PIECE TO IT AS WELL.

I KNOW WE'VE GOT, YOU KNOW, WE, WE, WE HAVE SOME, UM, GOOD HELP THERE WITH JIM AND BRACEWELL.

UM, BUT JUST HOW DOES, HOW DOES WHAT YOU DO KIND OF INCORPORATE AND COORDINATE THOSE OTHER, UM, COMPONENTS? YEAH, ABSOLUTELY.

SO WITH THE PR COMPONENT, UM, A BIG PART OF WHAT WE DO WITH SOCIAL MEDIA IS LEVERAGING TWITTER SPECIFICALLY, BECAUSE THAT'S WHAT A LOT OF JOURNALISTS AND PUBLICATIONS USE TO SOURCE SOURCES THAT THEY WOULD HAVE FOR THEIR STORIES OR FIND NEW AND UPCOMING PROJECTS THAT CAN BE FEATURED.

SO BEING ABLE TO LEVERAGE THAT SOCIAL MEDIA PLATFORM SPECIFICALLY TO GET IN FRONT OF THE PRESS AND HELP TO DRIVE THAT STORY, I THINK IS REALLY IMPORTANT.

WE ALSO DO A LOT OF WORK WITH OUR CLIENTS FOR, WHO HAVE, WHO ARE GENERATING PRESS RELEASES ON VARIOUS PROJECTS THAT WE'RE WORKING ON, TO SUBMIT THOSE TO RELEVANT JOURNALISTS OR RELEVANT PUBLICATIONS WHO COULD HELP TO PICK UP THE STORY AND THEREFORE HELP TO, UM, TELL WHAT'S HAPPENING WITHIN THE ORGANIZATION IN A POSITIVE LIGHT, AND ALSO EXPAND THE PEOPLE WHO ARE REACHING IT.

WE ALSO WORK WITH OUR CLIENTS BEYOND JUST SOCIAL MEDIA, AND WE DO A LOT OF THEIR OWN, UM, BLOG CONTENTS.

WE WRITE AND PUBLISH BLOG POSTS ON VARIOUS TOPICS ON THEIR SITES.

WE DO EMAIL MARKETING IF THAT'S SOMETHING THAT, UM, YOU HAD PERHAPS CONSIDERED DOWN THE LINE, DOING LIKE A MONTHLY NEWSLETTER, KIND OF SHARING ALMOST LIKE A DIGEST OF, UM, WHAT'S HAPPENED, WHAT'S COMING UP IN THE PIPELINE, AND THINGS LIKE THAT.

TO GIVE AN OVERALL VIEWPOINT ON THAT ASPECT.

UM, WE KIND OF INCORPORATE ALL OF THE DIFFERENT FORMS OF CONTENT MARKETING WITHIN THAT.

SO LOOKING BEYOND JUST SOCIAL MEDIA, BUT ALSO HAVING OUR OWN OWN CHANNELS THROUGH THE BLOG AND THROUGH EMAIL MARKETING TO THEREFORE, UM, INCREASE THE NUMBER OF PEOPLE WE'RE REACHING IN TERMS OF ADVOCACY.

THAT COMES A LOT FROM THE CONTENT THAT WE WOULD BE WRITING AND CREATING.

SO BEING ABLE TO, UM, SHOWCASE THE IMPORTANCE OF THE P F C, SHOWCASING ITS BENEFITS, BEING ABLE TO HIGHLIGHT THE PROJECTS THAT HAVE BEEN DONE, REALLY SHOWCASING THOSE RESIDENT SUCCESS STORIES.

I THINK THAT PART IN PARTICULAR IS HUGE, AND BEING ABLE

[01:00:01]

TO USE, UM, THEIR EXPERIENCE AND BEING ABLE TO DRIVE THAT MOVING FORWARD TO SHOWCASE THE IMPORTANCE FOR THE ENTIRE COMMUNITY.

THANK YOU.

THANK YOU.

AND, UH, DIRECTOR P HAS HER HAND UP.

UH, OH, YES, I DID.

THANK YOU.

UH, WHAT IS THE COST OF THIS? IT WOULD DEPEND ON VARIABLES, BUT I'D SAY PROBABLY MINIMUM STARTING ANYWHERE FROM 3000 TO 4,000 A MONTH.

UM, BEING ABLE TO INCLUDE ALL OF THE SOCIAL MEDIA PLATFORMS THAT WE'RE FOCUSING ON, DEVELOPMENT, COMMUNITY MANAGEMENT AND ENGAGEMENT.

AND I WOULD ALSO SAY INCORPORATING THAT SPANISH, SPANISH TRANSLATING, ENSURING THAT WE HAVE CONTENT IN BOTH LANGUAGES VISIBLE, UM, FOR RESIDENTS.

ONE THING I WANNA COMMENT ON IS I THINK WE HAVE TO BE VERY CAREFUL ABOUT THE, THE WORDING, UM, THAT'S USED IN THE, SO SOCIAL MEDIA, BECAUSE THESE BOARD MEMBERS HAVE LIMITATIONS ON TALKING, UH, TO APPLICANTS, UH, ABOUT THESE PROJECTS.

AND SO WE DON'T WANT THIS TO COME ACROSS AS A BIG INVITATION, YOU KNOW, FOR EVERYBODY TO START CALLING WHEN INDEED WE HAVE LIMITATIONS ON OUR CONVERSATIONS.

THANK YOU VERY MUCH.

UH, YES, DIRECTOR STINSON.

UH, THANK YOU AGAIN, ASHLEY, FOR, UH, THIS PRESENTATION.

UH, THIS IS SORT OF, UH, THIS TYPE OF VENUE IS, IS DEFINITELY, UH, NEW TO ME.

I'M NOT MUCH, UH, ON SOCIAL MEDIA, BUT, UM, QUESTIONS I WOULD HAVE OF, OF YOU AND, AND YOUR PARTICULAR, UH, BUSINESS ENTERPRISES.

IT SORT OF GOES BACK TO, UH, WHAT, UH, VICE CHAIR MONTGOMERY HAD ASKED, AND ALSO, UH, DIRECTOR REYES, UH, ON ONE.

HOW DO YOU FRAME OR TELL THE PARTICULAR STORY, SO TO SPEAK, OF NOT ONLY THIS BOARD, BUT SINCE YOU, UM, SUGGEST THE PROFILES, UH, HOW ARE YOU GOING TO, UH, MAKE SURE THAT STORY HAS OUR PARTICULAR TEXT TWAIN? I, I, I KNOW UP THERE IN BOSTON, IT'S A BEAUTIFUL AREA AND LOVE THE SEAFOOD AND ALL THAT STUFF.

AND OF COURSE, IT'S, UH, OUR NATION'S, UH, UH, BEDROCK OF HISTORY.

SO I, I LOVE ALL OF THAT EAST COAST AREA, BUT, UH, WE'RE TEXANS.

SO, UH, HOW IN YOUR PARTICULAR, UH, ENDEAVORS DO YOU, IN THE DIFFERENT AREAS, DO YOU MAKE SURE THAT, UH, THERE'S A PARTICULAR, UH, UH, PARTITION IF YOU WILL, THAT FRAMES OUR PARTICULAR STORY THE WAY WE ARE? UH, HERE, YOU COURSE HAVE OTHER AREAS THAT YOU DEAL WITH AND I DON'T KNOW IF, UH, THAT HAS COME UP, BUT, UH, YOU'RE IN TEXAS NOW, SO, UH, HOW DO YOU DO THAT? YEAH, THAT'S A GREAT QUESTION.

UM, WHICH WE DO FOR ALL OF OUR CLIENTS, REGARDLESS OF LOCATION, BUT ESPECIALLY FOR OUR CLIENTS THAT ARE IN OTHER AREAS ACROSS THE COUNTRY, IT'S CRUCIAL THAT WE BUILD A REALLY SOLID RELATIONSHIP WITH AT LEAST ONE POINT OF CONTACT WITHIN THE ORGANIZATION THAT WE'RE WORKING WITH SOMEONE WHO CAN BE THAT POINT PERSON WHO'S ALMOST FEEDING US THE NEW UPDATES AND LATEST HAPPENINGS THAT ARE HAPPENING WITHIN THE ORGANIZATION.

SO WE CAN TAKE THEIR FIRSTHAND EXPERIENCE AND BE ABLE TO TURN THAT INTO THE SOCIAL MEDIA CONTENT AND POSTS AND EVERYTHING LIKE THAT.

SO WE FREQUENTLY WILL MEET WITH OUR CLIENTS ON AT LEAST A MONTHLY, IF NOT TWICE PER MONTH BASIS, TO HAVE A ONE HOUR ZOOM MEETING JUST TO KIND OF RUN THROUGH THE LATEST DEVELOPMENTS AND BE ABLE TO ENSURE THAT WE HA CAPTURE EVERYTHING EXACTLY AS IT WOULD.

THE WHOLE GOAL WITH SOCIAL MEDIA MANAGEMENT IS TO ENSURE THAT NO ONE EL, THAT NO ONE KNOWS THAT SOMEONE ELSE IS MANAGING YOUR PROFILES.

THE ONLY THING THAT MIGHT KIND OF, UM, GIVE AN INDICATION THAT SOMEONE ELSE IS MANAGING IT IS IF IT'S ACTIVE, BUT YOU DON'T WANT SOMEONE TO LOOK AT A SOCIAL MEDIA POST AND SAY, THIS DOESN'T REALLY SOUND LIKE THEM, AND HAVE KIND OF, UM, LOSING THAT CREDIBILITY OR TRUST IN THAT ASPECT.

SO WE GO THROUGH A VERY, UM, ROBUST ONBOARDING PROCESS WITH OUR CLIENTS TO UNDERSTAND THEIR VOICE, THEIR MISSION, UM, THEIR OVERALL VALUES, AND ENSURE THAT WE'RE TRANSLATING THAT PROPERLY INTO THE SOCIAL MEDIA CONTENT THAT WE CREATE MOVING FORWARD.

GOING ALONG WITH THAT, WE ALSO HAVE A REALLY FINE TUNED REVIEW PROCESS.

SO OF COURSE, ANYTHING THAT WE WRITE OR ANYTHING THAT WE CREATE, OF COURSE, WOULD NOT GET PUBLISHED WITHOUT OUR CLIENTS SEEING APPROVING IT AND REVIEWING IT FIRST.