[From the U.S. Government Printing Office, www.gpo.gov]
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City of Gulf Shores

tegi
Alabama
Department of Economic and Community Affairs
Coastal Programs






US Department of eo=raerce
NOAA Coastal Services Center Library
2234 South Hobson Avenue
Charleston, SC 29405-2413

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City of Gulf Shores

Strategic Plan


January, 1994
City of Gulf Shores
City of Gulf Shores Planning Commission
David L. Bodenhamer, Mayor
Council Members:
Joe McClusky, Chairman
Charles E Gurney
Carolyn Doughty
Robert Steiskal
James P. Simson
Gary Ellis
Thomas E. Lee
George H. Harris Sr.
Tony Rivera, City Administrator
The National Oceanic and Atmospheric Administration, Office of Ocean and Coastal Resource Management provided assistance for this report under the Coastal
Zone Management Act of 1972 as amended. The Alabama Department of Economic and Community Affairs (ADECA), Robert E. Lunsford, Director,
administers the Alabanma Coastal Management Program, Gil Gilder, Program Manager.

Editorial and teclhnical assistance in the preparation of this report has been provided by the Marine Environmental Sciences Consortium (MESC), Coastal
Planning and Policy Division, the Dauplin Island Sea Lab, Dr. George Crozier, Evecutive Director.

Editing and Coordination

Phillip Hinesley, ADECA, Coastal Programs. Cherie Arceneaux, ADECA, Coastal Programs. Jennifer Bachmann, MESC, Coastal Planning and Policy Division.
City of Gulf Shores

Plans are not new to Gulf Shores.
From its first platted subdivision in 1921, Gulf Shores has been the continuing subject of many plans - some
general or comprehensive and some addressing specific features and needs. Often plans are initiated by
various local, state and federal agencies. And often plans are developers' investment opportunities.

Although many plans do come to fruition and result in actual facilities and improvements as well as
measurable growth and activities - many plans are destined to become "coffee-table books" that eventually
become dust collectors on reference shelves.

The difference between this plan and its predecessors is that, in strategic planning, the emphasis is not so
much upon the plan itself. but on a continuing planning process.

The continued success of the City of Gulf Shores depends upon complex man-made and natural systems that
are interrelated and have capacity constraints. In order to remain a vital community, Gulf Shores must
address many competing demands, and it is through the strategic planning process that the often
conflicting interests can be melded to form a rational approach for shaping Gulf Shore's future and protecting
the quality of life we all enjoy.

Therefore, this document: The City of Gulf Shores Strategic Plan is designed to be a dynamic tool for the
City to use in directing appropriate and coordinated physical and economic growth.
Why is this
plan supposed
to be different
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City ofGulfShores Strategic Plan
3

In professional planning jargon the phrase - 'quality of life' means the subjective individual value of physical
and financial well-being as determined by personal "indicators" such as comfort levels of security, availability
and access to goods and services, social and cultural amenities and access to unpolluted natural resources
and open spaces.

In a larger sense - the 'quality of life' of a community means the same thing. Many of the above cited
indicators also define a community's "character" or "sense of place" - terms that people use when explaining
why they prefer to live or visit one place rather than another!

Quality communities must not only encourage and direct economic growth for their continued fiscal well-
being, but they must also vigilantly ensure that both the man-made and the natural environment's ability to
accommodate the growth is not exceeded.

A community's quality of life is dependant upon sound planning. In the absence of planning, a community
is reacting - or trying to catch up by expanding roadways, sewer plants, and water systems to service growth.
However, the time lag between growth and service expansions increases with the rate of growth - the faster
the rate of growth, the longer it takes for services to catch up and so on. The public subsequently feels the
loss of amenities, the loss of comfort levels, and the perceived 'quality of life of the community is diminished.

Through strategic planning, the City of Gulf Shores should be prepared:

 To identify and address short term needs

To anticipate long term requirements

Adjust to future changes in policy

Grow and change without sacrificing its future quality of life.'
What does
"quality of life
mean anyway?
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4
City of Gulf Shores Strategic Plan

Strategic planning is not a fine science or a matter of abstract number-crunching. It is a process of
informed decision-making based upon citizen needs and visions. and it is ultimately dependent upon the
sound judgement of appointed and elected public officials.

Development of an effective strategic plan depends, therefore, upon consensus-building begun at the
grassroots level and acknowledged at the policy level. This consensus identifies and defines the community
and its vision of what it wants to be - its 'mission.

In other words, based upon a synthesis of opinions - from citizens and community and government leaders,
the following is the "mission" of Gulf Shores:
.       I         , I
So what exactly
is a Strategic
Plan?
"The City of Gulf Shores shall be a safe. family"oriented, clean, progressive resort community with
tourism, recreation, and retirement as its life's blood and with a common interest shared by its
residents, businesses, and tourists for protecting their quality of life. '

In the strategic planning process, this mission statement becomes the directive that mandates effective and
efficient actions by the City of Gulf Shores through major plan components that follow a logical progression:
Policies, Goals. Objectives. Tasks, followed by budgeting and personnel requirements.

Why is it so important for the policies, goals, objectives, etc., of all of the different components of the
City's scope and responsibilities to be tied together into a 'Strategic Plan?'

Decisions on economic growth, environmental protection, transportation, affordable housing and other
matters must be integrated, mutually reinforcing and consistent if the City of Gulf Shores' quality of life is to
be maintained and improved. Otherwise, incremental planning and decisions focusing on only one component
of the "whole" City may compromise or even sacrifice other components and undermine the desired
character of the community.
What is the
Mission of the
City of Gulf Shores?
:it_of_Gulf_Shores_Strategic_Plan.  .
City of Gulf Shores Strategic Plan
5

Who is responsible for the information in this strategic plan?

The preparation of The CiLyof Gulf S4mres &rategic Plan could not have been possible without the guidance
and supportfrom a number of individuals and citizens' groups. While, it is impossible to credit everyone who
contributed to this report, the following have proivided special assistance and expertise:I

David L. Bodenhamer, Mayor
Tony Rivera, City Administrator
Steve Griffin, City Planner
Ar-thur Bourne, City Police Chief
Chuck Hamilton, City Engineer
Becky Phillips
Sandra Sharpless
Mary Ann Sutton
Bill Terry
Ted Ward
Dean Watts
Joey Ward
Linda Mickelson
Cheryl Lee
Beth Craft
Cher-yl Owen
Steve Bergeron
Walter Hoefel
Sheila Hodges
Mick Mollberg
Bert Sanders
Randy Fitsgibbons
Herb Malone
Bill Holmes
David Chapman
Bob Grant
Bubba Lee
W. P. Jenkins
Peter Thompson
Judy Reed
Sheila Williams
J. R. Hanslik
David Green
Art Maerlender
George Noffsinger
Leonard A. Kaiser
J.Schenck
Kenny Vines
Steve Jones
Ron Arnold
Nancye Sumrall
Gerald Jenkins
Kathy Keane
Kirk Kirkland
Mac Kittrell
Phillip Maddox
Randy McKinney
Jeff McLaurin
Dorothy N. Grames
~~~~~~~~~~ ~~~~~~~....                         . ...
........................ ......... .ul  ......... Stra..gi. .lan  ....
City of Gulf Shares Strategic Plan
6

 t             1I
Thomas A. Talbert
David R. Jones
J. Edgar Moser
James P. Simson
Robert Craft
James Howell
Judith Watley
Gary Ellis
Judith Kaiser
Joe McCluskey
Charles E. Gurney
Thomas E. Lee
Robert E. Grant, Jr.
J. Kenneth Crow
Robert E. Malone
Robert Steiskal
George H. Harris Sr.
Special thanks to:
Nathalie Peter, NOAA
Dr. Don Hines
Don Reid, ADECA
How was this strategic plan document created?

Findings and recommendations from the following reports have been utilized to create The City of Gulf
Shores Strategic Plan:

City of Gulf Shores Opinion Survey Memorandum, February 1992

Gulf Shores Vision - Options for the Future - facilitated by the Alabama Cooperative Extension
Service, Auburn Branch

A Community Based Strategic Planning Process - Alabama Department of Economic and
Community Affairs [ADECA)

City Council Brainstorming Session Memorandum - December 1992

1990 National Shrimp Festival Visitor Survey Results - T. Swearingen, and L. Williams, University
of South Alabama, January 1991

Gulf Shores and Orange Beach - Research Resource- prepared by Davidson-Peterson Associates,
Inc., for the Orange Beach Chamber of Commerce and the Alabama Gulf Coast Area Chamber of
Commerce.
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City of Gulf Shores Strategic Plan
7

Additionally, several weekly editorial meetings/workshops were held which included members of Gulf Shores'
administrative staff and the Alabama Department of Economic and Community Affairs (ADECA), Coastal
Programs Office staff, and consultant. Goals contained in the above referenced reports were refined into
specific objectives and tasks thatwould provide a feasible and logical action path to achieve the defined goals.

How can this plan be used as a working' document?

The outline section of this document {the narrative) - which takes each policy element through the stages
of: goals, objectives and tasks - is meant to be evaluated at least annually to reflect accomplishments,
amendments, and items that need to be brought forward.

The matrix section of this document is a budget spread sheet and a Performance Evaluation Review
Technique (PERT] chart (which is commonly practiced in engineering and construction as a management
tool). The matrix section functions as a 'time-line' which enables tasks to be projected concurrently. For
administrative purposes, the matrix can function as a 'worksheet' to budget funds and man-hour
requirements for each task. By adding vertically, annual budget needs for each project occurring within the
year can be estimated; and adding cost estimates horizontally can illustrate an estimate of total expenditures
in funding and manpower necessary for each task.

Like all public documents, The City of Gulf Shores Strategic Plan is meant to reflect prevailing public
policy, have public distribution, participation, understanding and support.
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8
City of Gulf Shores Strategic Plan

A1q
What are the contents of this plan:

Policies for each integral component of avital city reflect the expressed mission of the City. Policies illustrate
the position or how the local government approaches each element or component of the community's
development.

In Strategic Planning, Goals can be identified that will further the policy position of the community.

Objectives or actions that will likely facilitate the goals are then determined.

Detailed Tasks or actions to accomplish the objectives are considered.

And the "fine tuning" of the tasks by the City's Administration determines line-item budget requirements
and personnel projections.
A hierarchy of policies. goals. objecties, and tasks then provide a map for future growth:
.. ......... . ..... . .....
............. . .........
City of Guff Shares Strategic Plan
9

The following policies have been identified as those that reinforce Gulf Shores' stated mission:
$ ,           .  _  J
*   Economic Development Policy

It is the policy of the City of Gulf Shores to support the tourism industry and to ensure that any new
commercial or industrial development is compatible with the character of the community and is
sensitive to) the unique natural resources.

*   Infrastructure Policy

It is the policy of the City of Gulf Shores to plan for the extension and maintenance o3f the city's
infrastructure needs including the need to manage streets, utilities, and drainage in order to service
the anticipated growth of the City.

*   Recreation Policy

It is the policy of the City of Gulf Shores to offer and encourage quality recreation facilities as an
important quality of life amenity and as a component of the tourism industry in Gulf Shores.
*   Community Facilities & Capital Improvements Policy

It is the Policy of the City of Gulf Shores to plan forthe location and type of community facilities related
to the welfare, protection, education and cultural enjoyment of its citizens including schools, libraries,
parks, hospitals, firehouses, police stations and other related facilities,

*   Environmental Protection Policy

It is the policy of the City of Gulf Shor-es to provide for the reasonable preservation, conservation, and
utilization of natural resources including but not limited to open space, water supply, beaches and
dunes, forests, soil, marshes, wetlands, surface waters, the Gulf of Mexico, wildlife and other
resources.
...........~.                                                                                                                                                                                                                                                                                            ~                                         .. ..... ..................
City of Gulf Shores Swategic Plan
10

Schedule of Goals & Obiectives                                                                                                                   January 1995
.*.  .   .*.*.  .*.*. .   .*.   .  .   .*.    . .  *.*   . .  ~ . .. . .. .*.	.*.	... .    *   ........

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Development
Polcy~                              f  hee3xmwLiy  ut1~ Is   ~~sht              t the ...qu  la,''r






1]~ ~ ~ ~~~~~W6 Patcpt  nth	rprdCtes t ProgramADC
2)~~~~~~~~~~~~~~o Refin and expan	exstn Buins  NedsSrvy

PoEsalishciy Ai...Inutra.Pr






A.INeet ol o2cooi Developmen Commission.







C.    Encouracie promotion and recruitment of new industries

1 ) Create video............................

2] Develop a brochure.........................


City of Gulf Shor-es Strategic Plan
I11

I g
Schedule of Goals & Objectives                                                                           January 1995
 GOALS  I OBJECTIVES    I TASKS                                   1 94/95 | 95/96 | 96/97  1 97/98 I 98/99 |I
3.	Plan trade shows ..................................................

4.	Allowforfinancing .................................................

D.   Retention and expansion of existinq businesses

1.	Reacting to problems ..............................................

2.	Have exit interviews ...............................................

E.   To tarcqet and encourane environmentally responsible industries and
commercial interests reauirinq waterfront locations:

1.	Develop a list of desirable industries/uses ...............

2.	Coordinate study with North of City Annexation
Plan. ..................................................

3.   Amend zoning and land development ordinances to
allow or set conditions for specific industries ..............









City of Gulf Shores Strategic Plan
12

A,
Schedule of Goals 8 Obiectives                                                                                                                                      January 1995
..:B. l.':....   gB ....      ...        . ... ... "I . .  .' .i ::. f,. ....B'"
 GOALS  I OBJECTIVES    I TASKS                                   I 94/95 1 95/96 1 96/97  1 97/98 1 98/99
2. REVITALIZATION AND ENHANCEMENT OF BEACHFRONT BUSINESSES

A.    Aesthetic amenities in downtown area

1.	Investigate possibilities and opportunities ...........................

2.	Develop a policy for underground utilities ............................

B.    Desinn strateuies for facade enchancements and site improvements
(street furniture, liqhts, siqns, landscaoinq

1.	Raise funds from public and private sources ..............

2.	RFPs, commission consultant .......................

3.	Draft land development ordinance amendments ..........

C.    Improved vehicular and pedestrian transportation and parkinc

1.   Investigate and determine walking districts and
crossovers ............................................

2.    Update bikeways and pathways plan ......................






City of Gulf Shores Strategic Plan
13

A'
Schedule of Goals & Objectives
.j.anua:r                                                                     1995
::~~~~~~~~~~~~~~~~~~~~....:l:::.S.g::SS:gas.;  .S.::::5:;i    gS:@f.S;Sg    glo6g..............

|I GOALS  I OBJECTIVES    I TASKS                                    1 94/95  95/96  1 96/97  1 97/98 1 98/99 1
3.    Investigate feasibility of shuttle service and
designate routes (Eco Deve. Commission) .................

4.    Identify centrally located parking (Chamber of Commerce
and regular and private investment .......................

D.   Update central public beach master plan

1.	Develop program needs .................................

2.	Select consultant .......................................

3.	Public hearings/input ...................................

4.	Adopt/implement plan ..................................

3.  DEVELOP A CONVENTION/CONFERENCE CENTER

A.    Expansion of Convention Center facilities

1.	Compile a feasibility study ..........................................

2.	Work with DCNR Parks Division on feasibility study ...................

3.	Support effort for State's commitment ..............................




City of Gulf Shores Strategic Plan
14

Schedule of Goals &Objectives                                                                                     January 1 995



Infrastructure	Wrir~r	iiiat bd:1udin the: ne4 oWnngI&in-
AgIiair ta servic	h ~Uiae

policy            ... ...... ...ePlC  fteCt	f ~fSo~  opa  ~  heet~it  n	lime



IIGOALS  IOBJECTIVIES    ITASKS                                                 I94/95  I95/96 I96/97  I 97/98 198/991
1.
IMPROVED STORMWATER MANAGEMENT



A.    Financiallv support and implement Master Drainaue Plan



1.   Negotiate with contractors for already

budgeted segment....................



2.   Determine whether to do in house or contract

for already identified $600 K...............



3.	Construction administration ...............



4.	identify source for additional funds necessar-y

for additional 2.1 million (council/staff support) ............



B.    Update Master Drainacie Plan



I1.  ID consultant (RFPs).........................



2. Appropriate funds .........................
. .............
.... .... .... ...... .. . . ....... .
............ . . ........ ...
........... ...... ... ...............
Cky of Guff Shares Swategic Plan
1 5

January 1995
Sc.he.dule of Goa~ls &. Obiectives
I
. ... ...                                                                                                             .    .
.............~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~.' -
.........

IIGOALS  I OBJECTIVES    I TASKS                                    1 94/95 1 95/96 1 96/97  1.97/98 1 98/99 11
3.	ID sources for funding to address additional requirements

4.	Review the need to upgrade the Master
Drainage Plan every five years
.......................................................................

2. IMPROVED STREET FACILITIES

A.    Extend repair and improvements of State Hwv within City limits

1.   Develop a good working relationship with
Alabama Department of Transportation ..................................................

2.   Develop on-going maintenance program with the
Dept. of Transportation .................................................................

B.   Develop plan for construction and reconstruction for existina local streets

1.   Inventory & Analysis of existing roadways facilities
& LOS ...........................................

2.  Prioritize streets for improvements ................

3. Estimate Costs ..................................

4. Coordinate with Utilities ...........................


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City of Gulf Shares Strategic Plan 1 6

January
1995
Schedule of Goals & Obiectives
I
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II GOALS I OBJECTIVES  I TASKS                              194/95 1 95/96 1 96/97 1 97/98 1 98/99 1
5.   Maintain appropriate level of funding for
road repaving within the city
.............................................................

3. EXPANSION OF SEWER & WATER FACILITIES TO ALL AREAS WITHIN CORPORATE LIMITS

A.   Support Gulf Shores Utility 10 vear Plan

1. Include by reference in Strategic Plan ........................

2.   Coordinate Economic Development efforts with utility plan ......

4.  PLACE ALL OVERHEAD POWER AND COMMUNICATION CABLES UNDERGROUND WHERE APPROPRIATE

A.	Define those areas desired ........................................

C.	Put cables underaround ..........................................
:City of Gulf: Shores Strategic Plan. .......
City of Gulf Shores Strategic Plan
17

Schedule of Goals & Obiectives                                                                            January 1995







C.~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~.
IGOALS   I OBJECTIVES          I TASKS19

1. GULF SHORES AS A YEAR-ROUND GOLF DESTINATION RESORT AREA

A.    Develop additional Golf Courses

I1.   Study feasibility of city/private courses ..........

2. MARINA STORAGE AND ACCESS FACILITIES TO CANAL

A.    Develor) a "Canal Park'

I1. Identify funding sources .................

2. Property acquisition...................

3.   Design criteria and construction specifications.......

4. Select contractor and construct .............
4/95 1,95/96 I 96/97 1,97/98 I 98/99 I1
I...........
I.................................
I.........................................
...
City o( Gulf Shores Swrategic Plan
18

Schedule of Goals & Objectives
January 1995
Schedule   of  Goals                       .,g Objecti ,e.,Sanua.r::1995:,:..S..'.....................,,.............,.......-........:.:...........,::'.',....::,i,',',.
IGOALS    I OBJECTIVES         I TASKS                                                           94/95  | 95/96      96/97        97/98      98/99

3. DEVELOP INDOOR MULTI-PURPOSE FACILITY

A.    Area Recreation Center

1.   Feasibility study, site location and conceptual
design (93/94 staff)

2.	Determination of fund availability .........................

3.	Design project, issue RFP ...............................

4.	Award contract, construct .........................................

4.   PUBLIC ACCESS TO LAGOON PARK

A.    Expansion of Laqoon Park

1. Update Master Plan ....................................

2. Stabilize Lagoon Park ..............................................

3. Implement Master Plan ......................................................
f'-~~~~~::~~~City of Gulf S                      hores  .St ate gic Plan ...
City of Gulf Shores Strategic Plan
19

Schedule of Goals & Objectives
d.qnti.qrv I qQ.5
~~*..... ... . ....7. ..                                                                                                ....*.. ... ...... ...
JI GOALS    I OBJECTIVES           I TASKS                                                                 I   949 I 95/96   1,96/97    I 97/98   I 98/9,9

5.   REALIZE FULL POTENTIAL OF MEYER PARK

A.  Exp,and and Enhance facilities

1 . UJpdate Master Plan for Park .........................

2. Implement..................................
6.   IMPROVED TENNIS FACILITIES AT SIMS PARK

A,     Better tennis facilities for Gulf Shores

1 . Construction of tennis clubhouse ..................

2. Lighting of existing courts......................

3. Construction of additional courts........................
7.  WVETLANDS ACQUISII1ON AND IMPROVEMENTS FOR WADE WARD NATURE PARK

A.     Identifv availabel federal and state procirams available for
acciuisition of wetlands ...........................

B.	Submit c.irants to appropriate aciencies....................

C.	Identify potential land owners and acouisition of riropert ............




City Df Gulf Shares Strategic Plan
20

January 1995
Schedule of Goals &
Obiectives
|GoA,cuL I . o .....o., ..ec IveI.                                                                               Janu. 19.9
IGOALS   IOBJECTIVES      ITASKS                        9                       14/9  5  195/96  I 96/97   I 97/9   I 9/99
D.  Implement the master plan .....................................................................

8.   IMPROVE BOATING ACCESS TO LITTLE LAGOON

A.	Identify existinq and potential public access areas ............................

B.	Identify available federal and state prourams with funds for
boating access

C. Prepare plans and construct boating access sites.
City of Gulf Shores Strategic Plan
21

Schedule of Goals & Objectives
..January 1995
........ 111.--.-,,-
,...,,-,--....

..................... ... .. ........                                                                          .. . ...  . . ..
Community Facilities	ItshpoiyofteCIyo .... ....e  top/a Afiior.: thoca. ion andtyefcomny
&Capital Improvements	fCUG  etdtoh...... rteto,euato	n   utue  nomnto   sclz




GOALS   IOBJECTIVES         I TASKS                                                      I -9/9	1.95/96  I 96/97   I 97/98  1,98/99  1

1.  IMPROVE THE QUALITY FELEMENTARY AND SECONDARY EDUCATION IN GULF SHORES

A.   Construction of Hicih School

1. Identify potential site ........................

2. Get concurrence from CSB......................

3. Acquisition of property.............................

4. Plan & construct facility........................................

B.   Expand Procirams
I.   Receive recommnendations for local
representation ......................
City-,,---,-   of ....... ............ Pln                                         2
..... ........... I .......... _ I....I....- ...... I......
City of Gulf Shares Sti-ategic Plan
22

January 1995
Schedule of Goals & Obiectives
B   S a   x...~ .                                                         .. B s .B R a  .....                  ... ........ ..   .> as  as                                       .

 GOALS  I OBJECTIVES   I TASKS                                   | 94/95   1 95/96 196/97  I 97/98 1 98/99 1
2.    Receive recommendations from Baldwin
County School Board ....................................

3.    Support efforts of site based management
plans for schools .......................................

C.   Expand role of Trustees

1.	Empower members with recommendations ..........................................................

2.	Encourage participation ............................................................................

D.   Lower ratio of students to teachers


1.	Develop community support ........................................................................

2.	Encourage volunteers, teaching assistants, etc. ...........................................

3.	Identify potential funding for additional teachers  .....................

E.   Determine benefits of Island-wide vs. county wide vs. local school system

1.	Develop MOA with local governments ................................................................

2.	Identify Steering Committee members ..............................
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City of Gulf Shores Strategic Plan
23

Schedule of Goals & Objectives                                                                                                 January 1995




GOALS   IOBJECTIVES         ITASKS                           1I4                                 9 1  95/96  1 96/97   I 97/96  I 98/99

3.   Develop RFQ/ RFP for consultants to
study situation...........................

4.   Contract with consultant, receive report,
hold a public hearing consider findings
and recommendations ............................

5. Implement program ...................................

2. DEVELOP A CLOSER RELATIONSHIP WITH THE BALDWIN COUNTY SCHOOL BOARD

A. Enhanced fiscal responsibilitvy...........................................

B. Develop a community facilities comprehensive plan .................................

C. Establish formal Baldwin Countv School Board relationship..............................

D.   Form a community advisorv committee, for better coordination and information
sharinia with Baldwin Countv school commnission...................................









C4t Df Guff Shares Strategic Plan                                                    24

Schedule of Goals & Objectives                                                                                                        January 1995



|GOALS    | OBJECTIVES        I TASKS                                                           94/95   1 95/96   1 96/97   1 97/98   198/99

3. ATTRACTION OF CONTINUING COMMUNITY AND POST SECONDARY EDUCATION PROGRAMS

A.    Establish Branch Campus of Faulkner State Community Colleqe

1.	Sublease PSA & FSC ...............................................

2.	Identify financing mechanisms for capital maintenance costs ..........

B.   Establish Hospitalitv & Tourism Manaaement Prouram

1.	Receive approval of AI.Dept of Higher Ed. ............................

2.	Administer construction program ..........        ..................................

C.    Encouraqe establishment of four year institution

1.   Facilitate receptive consideration ..............................................

D.    Encouraoe new or expand community education pronrams


1.  Work with Faulkner College ......................................

4. IMPROVED EFFICIENCY AND EFFECTIVENESS OF POLICE AND FIRE PROTECTION

A.    Determine advisability of continued services in the police iurisdiction
egy:.y'S.S.SgS.'f~~Cit .of" Gulf.ff                               Shoresgs   Strategi  Plans.:s                                                                25..:'::f.Ssg,
City of Gulf Shores Strategic Plan
25

January 1995
Schedule of Goals & Objectives
I
.................. ,'~.a, ,- .- -.'. - .-. - ..........., ..........................................................~
...............................................................................................................,...................,...-.,........... .................***. ...........................*'.: ...............:, ....
:::::::::::::::::::::::::::::::::::::::::::::::::::::::::: ;;: :                                                                                                          :: :::::::::::::::::::::::::::::::::::::::::::::::
..:....:......:.:.:.:,:,:,:,:.:,:.:.: ..........................: ............:. .....................................:....: ...........:. .................:. ........... :. .. , ....,......
...,..,.,,.....,.,.,.,........,,.....,..,..,.,............,,,.......,....,

 GOALS  I OBJECTIVES     TASKS                                    I 94/95   95/96 1 96/97  1 97/98 198/99
1.	Economic study for feasibility of service ....................

2.	Public hearing ....................................................

3.	Develop procedure to discontinue servicing ...............

5. PRIVATIZATION OF CERTAIN MUNICIPAL MAINTENANCE SERVICES

A.	Study privatization of vehicular maintenance ..................................

B.	Study privatization of facility maintenance .....................................

C.	Study alternatives to maintenance of privatization
of parks & riqht of wavs ...............................................................

6. IMPROVED MEDICAL FACILITIES

A.   Develop short plan to assist S. Baldwin Hospital in Dr. recruitment

1.	Determine and document needs ......... ...............

2.	Target needs ................................................................

3.	Recruit doctors ....................................................................................
f.,.-  ' @ ' .. .S '>: '':gf::f    :  ï¿½                                                         :f   :l::f w:: g9                                                             9 5'::a: : ::Ct   fe
;-;.ï¿½.ï¿½;ï¿½~~~~~~~~~~~~~~~~~ ï¿½:.r~~~~~~~~~~~:ï¿½:ï¿½:ï¿½:rï¿½:rï¿½:-:ï¿½:-:ï¿½ï¿½~~~~~~~~~~~~................. ..
City of Gulf Shores Strategic Plan
26

Schedule of Goals & Objectives	January 1995
': ..............;........ ...... .1 ............Z . . . . . . .              .       .      .      .             .      .      .      .      .             .     .            .      .     .     .          I	-     - - - -
:~~~~~~~~~~~  ...:.....:::....:....;.. :....***..*....*..*..,*.................................  ............

11GOALS  I OBJEC-TIVES    I TASKS                                     1 94/95  1 95/96 1 96,'97  1,97/98  I 989  II
B.    Enhance public safetv with con-island trauma center

1.Encourage development of trauma center ..............

C.    Opportunitv for medical complex for elders & residents

I1. Determine specific needs of area .............................

D.    Determine a Iona ranne plan of an island hospital

I1. Authorize Feasibility study ................................

2. Identify budget............................................

7. IMPROVE CULTURAL AND LIBRARY FACILITIES

A.    Establish museum..................................................

B. Determine librarv expenses .........................................









C.Cvc etrexaso .:...:....,...:...:.........................................................................




City of Gulf Shores Strategic Plan                                                                          27

.-January 1995
.....
.................
Schedule of Goals & Objectives
.- in..,.....
Environmental	.         .         .. .. ...
Protection	..........atio!, ........1ofauNEfonesiddngbtnt iiedt  p~	piC
Policy   ......idif id te                                           ~~	~tt	heGl

GOALS~~~~~~~~~~~~~~~~~ . BETVS ITSSI ~                                                I~59        69	79        89
PREVENliON OF GROUNDWATER AND SURFACE WATER POLL WiON ThROUGH PROPER CONTROL AND
TREATMENT OF~~................
WASTEWATER DISCHARGES.~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~.....  ... . ... ...
A.    A pronram for all buildinQs to be connected to the City sewer system~~................ . ... ..
1. Determination of need~~~~~~~~.......
2.    Perform feasibility study (w G~~~~~~~~~~~~~~~~~~~~~~........... Utliie ........








A~~~~~. AComfrabidntascto Mbie conectd toffice informally srsemadn


2.Promfeasibilitystd  wGSUilieBor).......


3.~      ~ Ct Deeopfn implemn chodes andapolicie (staffan.........
28

Schedule of Goals & Objectives
.IJnuorv 1 GaEA
.._".........:...:::::::::: : : ::::              :.!!                 i :      i!u
::c
I
GOALS   I OBJECTIVES              TASKS                                                          94/95      95/96   I 96/97   1 97/98  I 98/99

2.	Formally request monitoring program from ADEM ...........

3.	Consider proposal from USGS water quality study ...........

4.	Discuss using volunteer groups for water sampling
and "watch" projects ............ ........................

C.    Complv with the NPDES for surface water runoff

1.	Review of regulations and guidelines ......... ......................

2.	Contact NPDES stormwater consortium ............................

3.	Develop BMPs for models and uses .................................

D.    Protectinc the qualitv of the water supplv

1.	Establish aquifer protection program ................................

2.	Establish drilling protection and permitting for water wells ...

3.	Establish cross connection protection ...............................








City of Gulf Shores Strategic Plan
29

January 1995
Schedule of Goals & Obiectives
*::.ffi.:: g f..                                            ... ....... ........ ...:
I GOALS  I OBJECTIVES    I TASKS                                     1 94/95 1 95/96 1 96/97  1 97/98 1 98/99 11
2.    REASONABLE PRESERVATION AND UTILIZATION OF NATURAL RESOURCES ...................................................

A.    A policv for preservation of environmentalvly sensitive areas throunh reculation and where possible, acquisition



1.	Inventory of significant natural areas - staff ............

2.	Prioritize and target (council & staff) .................

3.	Prepare and adopt a environmental protection
master plan, element and strategy ............ ................

4.	Include wetland information for ADID .........               .........

5.	Work with Baldwin County's environmental groups ...............
City of Gulf Shores Strategic Plan
30

Januarv 1995
............ .........
..................
Schedule of Goals & Obiectives
. ..........
. ...... ..... .. ... . . ..
............. ....... .
. ..... ... ..
......... ................
.... ..... ...........
. ......... . .
Land Use                            us~1ur~,  Mecrcati*zwiAducMiuna~ MOd AItheri ...lic 40nd1W           rivtps ...o h

Policy                      p~~lncR... .~ ...  ....s





GOALS   IOBJECTIVES          ITASKS                           949   1  95/96  1,96/97   I 97/98  I 98/99

1.  TO HAVE A BALANCED, ECONOMICALLY ViABLE COMMUNITY THAT RESPECT AND ENHANCES ENVIRONMENTAL
RESOURCES

A,    A qrowth manaciement Plan compatible with the natural environmental
abilitv of a ciiven area to sustain development

I. RFP for consultants ....................

2. Funding and authorization ................

3. Adopt and implement plan............................

2.  ESTABLISH PROCEDURES FOR DUAL"T GROWrH

A.    A poliev for annexation and zoninci chancies to accommodate
responsible cirowth ............................

B.   Encouracie a policy to work with unincorporated areas.............



City of Guff Shor-es Strategic Plan
31

January 1995
-qihiariiilp nf lrnql- F. f3hiec.tives
A
I
S1U Iul          I   o         uGols  .u. ...a 2                                                                                    .                               .           I ..    - .-: ....
*f:ff.::::*::f.:.:gl:l:S.:h.anï¿½::B:.B.:f.S:f..fff.f:f.:t:.l.:gT::f::-fSl.  l::S>::::gS::sf$:s B'i.gsfs:::::l ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ - 7r ...

GOALS    I OBJECTIVES          I TASKS  94/95  1 95/96      96/97      97/98  I 98/99

3.  UPDATE EXISTING LAND USE PLAN
A.	A study of the Fort Moroan area ............................................

B.	A study of the area north of the citv .........................................

C.	Airport land use plan (as part of Airport Master Plan-see
Transportation aoals and obiectivesl ........................................

D.  Compilation of above components                  into a future land use plan .............................



















City of Gulf Shores Strategic Plan
32

-Januarv 1995
....................
...............-
Schedule of Goals & Obiectives
laLollouulu Lil W%JC310              Lb1wq__.3 A-' - - -
.... .. ... ........ ..........
....... .......... ..........
.........
..........

it w h~p~  o t~ ~ly ~ ul Sor t    ~~m.............ntares ha
........   ..........h               on~n  rthttrci~   aiatladaes )l~  fe
th~~ugh dete~mh~atien ef the w~~tdbe~~~eflt tatie ef ~ve41g.te~kst  h  iwa
dt*~~~~~~~~onstrates~~~~~~~........ ..........aibiit
Annexation
Policy

jiGOALS   I OBJECTIVES        ITASKS                                                         I94/95  1 95/gro I 96/97   I 97/98  I 983/991

1. TO PROTEGT GULF SHORES FROM NEGATIVE DEVELOPMENT IMPACTS

A.    Annexation of Fort Mornan Parkwav

1. Conduct feasibility analysis ................

2. Implernent procedures..................

2. TO MANAGE GROWTH NORTH OF CITY

A.    Extend Citv Limits as far as reasonable to sustain overall ciualitv of life for Gulf Shores residents

1.  Conduct feasibility analysis................

2. Implement annexation..................
Cot of Gulf Shores Strategic Plan
33

Schedule of Goals & Objectives januar. 1995

|IGOALS    IOBJECTIVES         ITASKS                                                           194/95   195/96   196/97    1 97/98      98/99  1

3. TO MAINTAIN THE INTEGRITY OF GULF SHORES' CHARACTER AND PROPERTY VALUES

A.    Incorporate adiacent areas that are compatible with Gulf Shores

1.	Conduct subdivision and land use study ...................

2.	Identify potential areas for annexation (city staff and
council) ...........................................................

3.    Determine costs feasibility analysis of acquisitions
and extension of city services .........       ............................

4. TO PROTECT AGAINST AREAS THAT THREATEN THE CITY OF GULF SHORES

A.    Mitiqation of threatenina areas bv urqencv of threat

1.	Prioritize by urgency of threat ..................

2.	Determine cost feasibility ...............................

3.	Define annexation processes (referendum, legislation,
petition) ..........................................................








City of Gulf Shores Strategic Plan
34

Schedule of Goals &Obiectives                            *****,*******.****Januerv 1 995


Transportation/	.	.... ......iyofteCtro  ul  h~e	o$Ii ortelcainadtpsGffclte  o

Circulation	.     .	l   .... 0rpi~~~qite  o	h  f1tt~                       tc  epe~   o
Policy~ ~ ~ ~ ~~~~~~~11*~ etrlmg. 0evn and d90ltngtuuht. h    x~lai






1. Politcaly support p.oec prgrmmng

1~~~~~~~~~~. Encou.ag Dp. .... ....orato and ....cal





2. IPOEPGHAND 59DETRAFIAN ANDLOWA FROMUTES





A.~~~~~  IlEmncourage Det of Trkeanspotto and PatwascasePla







A.  Implement PhaseiI ofuf Bhirewas anPthwavMateri Plan
35

a 4
Schedule  of Goals &
Objectives
January 1995
I
1   .~~~ . ~ ~   ......i~

IIGOALS    10OJECTIVES       I TASKS                                                    194/95 195/96  1 966/97   1 97/98    98/99

1.   Ascertain status of ISTEA grant procedures for
execution ..............................................

2. Select design engineers ............................................

3. Construct Project ............................................................

B.   Implement subsequent phases of Bikewavs and Pathways Master Plan

1. Identify and allocate funds .....................................................

2.   Establish policy for new development to participate in
provision of components of plan ..........................

3. EXPAND AIRPORT SERVICE

A.   Execution of ore-app proiect list second phase

1.   Apply for FAA funds for remaining three projects
on the first phase .......................................

B.   Development of Master Plan

1. Identify consultant and proceed ................................................









.           ........ '' Gulf ..:'e::: : .. -a.....
City of Gulf Shores Strategic Plan
36

I
January 1995
Schedule of Goals & Obiectives
I
. ' . . . . ,-- .,. . . . . . . . . . . . . . . .............:::::

IGOALS   I OBJECTIVES          I TASKS                                                           94/95   1 95/96   1 96/97    1 97/98    98/99

C.    Development of Hancer Space

1.	Construct T-hangers ......... ..............................

2.	Construct corporate hangers ......................................

D.    Establish task force of representatives from Baldwin County and
municipalities to explore centrallyi located a/p .........................................

E.    Establish conducive environment for development of commuter airlines

1.	Encourage potential airlines ................................................

2.	Effect support for the airlines ........................................

4.  ESTABLISH ADDITIONAL EVACUATION ROUTES FROM PLEASURE ISLAND

A.    Two-lane road into eastern end of Pleasure Island

1.   Politically support process .................................................................
5. OPTIMIZE TRAFFIC FLOW

A.    Establish alternative traffic routes

1.	Refer to and use the city traffic plan .................................................................

2.	Review the need to update the study .................................................................
: ..::  :     :::      :: ::    ::: ::  ::::::::                  :::::_::           ::.:.:::::::::::.::.:..":_v:: :.._. ::'i-? :: ~: S::          ::                         ' : ":.i ................
City of Gulf Shores Strategic Plan
37


Schedule of Goals & Objectives                                                                                                        January 1995


Housing             .......
Policy                                            f


||GOALS   I OBJECTIVES          I TASKS                                                        I 94/95  1 95/96  1 96/97   1 97/98  1 98/99 1
I.  TO HAVE OPPORTUNITIES FOR EVERY CITIZENS IN GULF SHORES TO ACCESS SAFE AND DECENT
AFFORDABLE HOUSING
THAT IS COMPATIBLE WITH EISTI1NG CHARACTER OF THE COMMUNITY

A.    Encoura.e private development of affordable housina

1.	Work with Board of Realtors ........................................................................

2.	Work with Economic Development Commission .......................................................

B.    Explore Public Affordable Housinn Pronrams

1. Explore state programs .....................................................

2.	Explore Farmers Home Administration programs ................................

3.	Explore HUD programs ......................................

4. Work with existing housing authority ......




City of Gulf Shores Strategic Plan
38

The City of Gulf Shores is one single working entity whose well-being depends on complex man-made and
natural systems that inter-relate and have capacity constraints. In addition, these man-made and natural
systems are subject to competing and often conflicting demands. Gulf Shore's citizens and officials realize
that the visions that they want for the City of Gulf Shore's require a delicate balancing of interests. It is
through the process of planning that disparate elements can be reconciled to form a rational approach for
shaping the future.

Yet, planning is more than a consensus-building or a synthesis of a series of vision statements. Planning
requires listing problems to be solved, identifying weaknesses to be corrected and determining opportunities
to be pursued. When transslated into specific goals, objectives, tasks, and an estimated time frame
necessary to likely bring the expressed visions to fruition, 'strategic' planning develops.


How and Why was this plan created?


As previously noted in this document, local perceptions have been gaged through a survey performed by the
City of Gulf Shore's Planning Staff. Local business leaders' interests and concerns have been reflected in a
Visions report prepared by the Chamber of Commerce. Various studies have captured visitor perceptions.
Professional planning assistance was provided by the Alabama Department of Economic and Community
Affairs (ADECA). And officials of the City of Gulf Shores - in conjunction with city staff members, have
expressedtheirgoals and objectives in a "brainstorming" session. All of this information has been "jelled"
into this first Strategic Plan document.
~~~~~~~~.~..	. . . .                       . ..-              w            :
..... :_                   ..                                                                                                                                                   *.--   x " .,~
I
City of Gulf Shores Strategic Plan
39

A 'k
What happens now?


A strategic plan is based upon a process, and, because of this, it is constantly in need of modifying or
updating. This is why annual goals and measurable milestones are incorporated into the document. This
document should be formally adopted by the City government to ensure its acceptance as policy of the City
of Gulf Shores. Review and modifications of the strategic plan should, by necessity, coincide with the annual
budget process since both are inextricably related. Inter-departmental review processes should be
established by the city administration to determine departmental capital and personnel needs necessary
to achieve the plan goals.

And finally, plan implementations and subsequent plan modifications should be carried out in a public
awareness process. It is the public who not only drive the planning process but who also evaluate the
responsiveness of elected officials to identified community goals and objectives.
;'"";':'                     -. ...l 'hor:s--tr:te'icPla'-4"
Cit of Gulf Shores
Strategic Plan
40