Strategic planning helps Aurora plan for future

Over the past five years, I have participated in three different community planning processes and as I was reviewing these processes this week for a state program, I thought this was interesting information to share.  From my experience, Aurora has embraced a collaborative approach to community development, engaging businesses, residents, and stakeholders in shaping strategic goals for economic and housing growth. 
The three organized initiatives that I have participated in include: the Downtown Vision Implementation Plan, a Target Industry Study, and the Aurora Housing Development Corporation Housing Study. Each of these initiatives has provided critical insights that have informed Aurora’s long-term development goals, so I want to share a little bit about the processes and the goals that were developed.  
Downtown Vision Implementation Plan -- In 2022 the City of Aurora, alongside business leaders and civic organizations, hosted a Vision Implementation Plan (VIP) workshop to talk about revitalizing the downtown area. Facilitated by JEO Consulting Group, Inc., this effort included two key surveys. The first was a Property Owner Needs Assessment Survey, to gather input from business owners regarding building conditions and interest in improvement programs. The second was a Public Downtown Needs Assessment Survey, which collected feedback from 164 respondents, highlighting economic development, infrastructure, and aesthetics as top priorities for the downtown region of the community.
Community feedback emphasized the need for new restaurants, more retail stores, and after-hours entertainment. With this information, the Downtown Revitalization Committee developed a living document to guide future improvements and identified funding opportunities. This work made it possible for the city to apply for and receive Downtown Revitalization (DTR) funding to support businesses in enhancing the facade of their building. So far eight businesses have benefited from this program.   
Target Industry Study -- To guide commercial and industrial growth, the Aurora Development Corporation partnered with the Nebraska Public Power District (NPPD) in 2021 to conduct a Target Industry Study. The study pinpointed key sectors for development based on data that considered recent growth, projected growth, wages and location quotient to see how the industry performs locally compared to the national average. Areas identified as key target industries for Aurora included the following: Agriculture and Food Manufacturing -- due to Aurora’s leadership in corn and soybean production, which supports industries such as ethanol plants and pet food manufacturing; Transportation -- due to our proximity to Interstate 80, which makes Aurora a prime location for logistics and trucking companies; Technology -- with a robust fiber-optic broadband infrastructure, Aurora is well-positioned for data centers and remote-work businesses.  Manufacturing opportunities exist for growth in plastics, rubber products, and specialty trade contractors based on the study’s findings.
Following the study, ADC shifted its marketing strategy to focus on relationship-building with industry leaders and site selectors to attract businesses associated with the key industries to the region. This has led to the attraction of several companies and the expansion of local businesses in these industries.  
Aurora Housing Development Corporation (AHDC) Housing Study -- In 2020, Aurora Housing Development Corporation conducted a study to address housing shortages by incorporating demographic data, realtor insights, and community feedback. Findings indicated: There is a high demand for updated housing, particularly for first-time buyers and retirees. There is a need for affordable rental options as existing units are outdated and in short supply. Aurora has an aging housing stock, with 30 percent of homes built before 1940, requiring significant renovations.
To combat these challenges, AHDC set goals to add 20 new housing units per year, maintain and renovate older homes, and develop housing for a range of income levels. 
These efforts led to the development of two revolving loan funds for housing development.  One supports the development of single family homes and the other supports development of rental units. Housing projects spurred by AHDC have made a significant step in the right direction to building more housing at a variety of price points since the study was completed.  
By implementing these strategic goals from community planning processes, Aurora is fostering economic resilience, enhancing downtown vitality, attracting key industries, and improving housing availability. This ongoing collaborative approach ensures a thriving future for the community, reinforcing Aurora’s reputation as a dynamic place to live and work.   
KELSEY BERGEN serves as executive director of the Aurora Development Corporation. She can be reached at kelsey@growaurora.com