Targeting

The Town of Culver (TOC) and the developer at The Dunes have mostly stated that the project is like the movie Field of Dreams. To paraphrase the movie, “If you build it, they will come.” (The original movie line is, “If you build it, he will come.”) I have no grounds to dispute that, nor to dispute TOC’s hope that adding additional housing options will lower costs in Culver. But do we have to just hope “they” are who we want?

At the last Culver Redevelopment Commission (CRC) meeting, the developer had an request before the commission, asking for the release of the next tranche of bond money to begin the next phase. Citing strong interest, they felt the need to get started on an additional 70 units. Several inciteful questions were asked by audience members that were not well addressed by the commission. One stood out to me that I wanted to address here: “Are you targeting who you want to live there?”

In a round-a-bout way, TOC has a goal that these new residents be full-time residents. There is a move to get the “Papa’s to Pinder’s” business district in shape to serve these new residents, but it’s not moving too quickly. That is definitely an important piece. As was brought up at the meeting, can Park ‘n Shop serve the additional residents? Should TOC be talking to CVS about the potential extra need and whether an onsite pharmacist would be justified again? The commission members didn’t have good answers. Hopefully, there is more going on behind the scenes that wasn’t ready for public discourse or alternatively, the discussion sparked some additional goals to strive for.

But the main thing I think is missing is targeting who TOC wants to populate those new homes. Left to their own devices, the developer has only one goal (as he should to satisfy his investors): fill the units as quickly as possible with the residents that will pay the most to be there. The project is somewhat insular by design, turning the back side of homes and apartments toward South Main Street, rather than embracing the existing neighborhoods. TOC will have to make the effort to reach out and make those residents part of the community. Wouldn’t that be easier to do if that welcoming hand were extended before they moved in?

There is a new battery plant under construction in St. Joseph County. There is a new distribution center under construction in Elkhart County. There is a new truck factory going into Kosciusko County. Driving to those sites from Culver seems like a long distance, but compared to living in a larger city, the commute time would be similar, but the drive would be more pleasant! Worst case, if commute distance is too long, those people will still be looking for housing and likely push some existing residents in those counties to look elsewhere. Culver has some nice amenities to offer, if they are promoted. Per the recent UWMC Housing Matters study, Marshall County has a housing deficit of 1,300 dwelling units.

This seems like an area where TOC should be proactive; soon, rather than taking a wait-and-see approach. If nothing is done, I believe the developer will get those homes rented. There is no strong impetus for them to care whether they are rented to full-time residents or not. If TOC does not want more part-time summer residences, part-time Culver Academies‘ parent residences and part-time overflow from lake house residents, then they will need to make an effort to attract who they want.