USE THE MEDIA • G et to know the local media who cover housing Invite them to events, conduct one-on-one interviews or background sessions, send press releases, etc. • Consider advertising Traditional—newspaper, radio, mailers and Social Media advertising, targeted to specific communities Positive, targeted and frequent messaging delivered as both earned media and advertising has been shown to move the needle on many community-oriented issues THREE ADDITIONAL PRINCIPLES 1. Language Matters Use inclusive, positive language. Workforce housing is very specific and communicating with the same, consistent language helps inform a community. 2. Design Matters Good design that fits neighborhood character can alleviate concerns about aesthetics and property values. 3. C ommunity Engagement Matters Consistent, transparent dialogue with stakeholders—from conception through completion— fosters trust and cooperation.
Workforce housing is vital for the sustainability of communities, particularly in regions with severe housing cost pressures
and high numbers of second homes.
Real-World Example: The NHP Foundation in Colorado
Based on its success in the Houston market with workforce housing at two mixed income properties that enable essential employees to live in the community where they work, NHPF is expanding into the Colorado mountain resort region. Despite high construction costs, limited land, and restrictive zoning, NHPF is advancing projects to bring workforce housing to high- need areas. Frisco, located in Summit County, serves as a gateway town to major ski destinations. However, it faces significant housing challenges, including a limited housing supply and a high incidence of vehicular homelessness. To address these issues, one key housing project is underway: Galena Apartments: Town-Led Housing for the Workforce The Town of Frisco is working on a significant housing initiative at Galena Street, where NHPF is assisting in redeveloping a town-owned parcel into long-term, income-restricted housing. This new energy-efficient building will include 54 units, for middle income households, with some units specifically designated for municipal workers. A major factor contributing to the success of this project is the strong support from the local government. The Town of Frisco has taken proactive steps by creating its own housing authority, which allows it to grant property tax exemptions for these sites and provide
A PRIMER ON WORKFORCE HOUSING • 6
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