Okay. Okay. Great. So thank you. So welcome everyone. And I'd like to call to order the May 26th meeting of the Centers of Planning Commission. And I'll read the following statement. Due to the provision of the governor's executive orders and dash 25 dash 20 and then dash 29 dash 20, which has been certain requirements of the Brown Act and the order of the health officer of the County of Sonoma, the shelter in place to minimize the spread of COVID-19, the planning commissioners will be conducting today's meeting in a virtual setting using Zoom webinar. Commissioners and staff are participating from a remote locations and or practicing appropriate social distancing. Members of the public may view and listen to the meeting as noted on the city's website and also as noted on the agenda. Members of the public wishing to speak during item four public comment may do so by raising their hand and will be given the ability to address the commission. So with that, if you could please call roll. Absolutely. So the record reflect that all members of the commission are present with the exceptions of Commissioner Carter and Commissioner Dugan. Thank you. Item two is approval of minutes, which we don't have any minutes today. So item move on to item three, public comments. So I will go ahead and open the public comment portion for any item not included in this meeting's agenda. If you wish to make a comment via Zoom, please select the raised hand button. If you're dialing in via telephone, please dial star nine to raise your hand. You will have three minutes. A countdown timer will appear for the convenience of the speaker and the viewers and please make sure to unmute yourself when asked to do so. And then your microphones will be muted at the end of that countdown. Ms. Host, do we have any? We do not have any raised hands at this time, nor are there any phone messages or emails for this meeting. Great. Thank you very much. So we'll go ahead and close the public comment portion and we'll move into Planning Commissioner's report. And we'll read our statement of purpose, which is the Planning Commission is charged with caring about the California planning and zoning laws in the city of Santa Rosa. Duties include the implementation of plans, ordinances, and policies relating to land use matters, assisting in writing and implementing the general plan and area plan, holding public hearings and acting on proposed changes to zoning code, zoning map, general plans, tentative subdivision maps, and undertaking special planning studies as needed. So with that, we'll move into 4.2. Do we have, is there a subdivision report today? We do not have any listed today. Thank you. Thank you.  So we'll go ahead and move on to Commissioner reports. Do we have any Commissioner reports today? Okay. Well, I would like to mention that the Centers of Mayoral Awards season is now open. And if you have somebody you would like to nominate for a mayoral award, please go to the city's website and fill out the application. Or if you have questions about that, just let me know. Okay. So there aren't any other Commissioner reports. We'll go on to Department reports. Ms. Hartman. All right. Good afternoon, everyone. Nice to be back in this forum. So my name is Claire Hartman. I'm the Director of Planning and Economic Development. And I'm now your new staff liaison. So I've been on a bit of a walk about in the last couple of years, but it feels great to be back at the Commission and we have a great team. So I do have a little bit of a report. So I do look forward to working with the Commission. We are going to be looking at hybrid meetings at some point this year. So we'll get together and figure out when that's going to work for our team as well as for you. It's definitely something on our horizon. And then also looking at different opportunities to get feedback from you about how it works, you know, your receipt of the stack packets and, you know, time to do some refreshing so that it is efficient, but gets the information out there. And also some opportunities for training. So I'm looking forward to those types of things. Tonight, I just want to thank Eileen Cleary and Kimberly Hopwood. They're standing up this meeting today. Really appreciate their ability to fill in for Michelle Montoya while she is out. And other events that have been very exciting this week. I'd like to congratulate Jessica Jones she has been appointed our Deputy Director for Planning.  She also did a walkabout over at the town of Windsor, but she's come back and happy to have her as our Deputy Director and look forward to lots of years ahead with her at the helm. Another great announcement for this week for planning in particular is that the city has received the award of excellence for a comprehensive plan in a large jurisdiction for the downfound station area specific plan. So this award was by the Northern chapter of the American Planning Association, but we've also submitted for the state level. So fingers crossed, we'll get some recognition at the state level. And of course, I certainly believe that we deserve that type of recognition. And I do thank the Commission for all the work that they put into that plan. And as you remember, it was adopted in October 2020. And it was an opportunity where the city made some really major moves that have really made a difference already. As you can see, if you've been in downtown, you see a lot of activity. So some of the major moves associated with that plan were eliminating parking requirements for the entire plan area, eliminating residential density and moving to floor area ratio, expressing maximum flexibility on land use, but also adhering to strict design standards. It's actually catalyzed quite a bit of new development. I know we need to do a better job getting that information out to the public and mapping it and showing it. But we've been busy processing the work. So I'd like to say that we've been as successful as having over 750 housing units approved or in the pipeline in the last 18 months. It really has been phenomenal. And it's just getting started. So pretty excited about it. And then another highlight this week is that we did complete the alternative phase for the general plan update. And thank you to you participating in that joint session with the City Council hearing the last and contributing additional information about how you think we should address the different alternatives that we had collected and vetted through the community. Next stage is preferred alternative. So we'll take all that feedback and we'll build the ultimate model for our comprehensive plan and start to vet that out, adapt it and analyze it. And then I think in the next coming up meetings for the planning commission, I think things that you can look forward to is we'll have a draft housing element that's on a little bit of a tighter timeline. So that's going to come to you separate from the general plan update, but ultimately we'll be folded into it. And also a missing middle initiative. And I think that's it. Anyway, we're doing a lot of great work. And I thank you for your engagement. Thank you, Ms. Hartman. Any questions of Claire or comments? Okay, thank you. Then we'll go ahead and move on to any statement of abstentions. Are there any statement of abstentions tonight? Okay, seeing none. We don't have any consent items. So we'll move right into our scheduled item today, which is a study session, the 2021 general plan, inclusionary housing and growth management annual review report. And I believe Ms. Nicholson or Ms. Lyle, I believe Ms. Nicholson, I see you, will be providing the staff report tonight. Good afternoon. Thank you, Chair Weeks and Vice Chair Peterson and members of the commission. Let me go ahead and pull up my presentation. Okay. Are you able to see the presentation? Yes. Great. Okay. So as you mentioned, the item before you is the 2021 general plan inclusionary housing and growth management annual review report. And I wanted to let you know that we do have staff members from various divisions and departments that help contribute to this report should you have any questions. And if a staff member is not available based on a conflict, we will certainly get back to you with a written response. All right. So starting off with the housing element, we had a very impressive year for housing project approvals. So this is planning entitlements. And I wanted to highlight three Senate Bill 35 projects that were approved in 2021, which totaled 291 units. And the commission may remember that Senate Bill 35 is a bill which requires a streamlined and ministerial approval process for affordable housing projects. And we were lucky to process three projects, one which is the Bennett Valley apartment project pictured on the left. And so this project includes 63 units, 32 are extremely low income and 29 are targeted for very low income households. The city also approved the Mahonia Glen project, which is not pictured here, but this is located at the intersection of Highway 12 and Calistoga Road and consists of 99 units for farm workers and their families. And 26 are for extremely low income households, 22 for very low income households and 54 low income households. And then the third Senate Bill 35 project is the Canary at Railroad Square. And this is pictured in the center on the slide. It consists of 129 units, 33 for extremely low income households, 37 for very low and 58 for low income households. The Housing Authority was able to award funds for each of these Senate Bill 35 projects in 2021. And so we hope to see these projects under construction in the next year. I also wanted to highlight a few downtown projects which received planning approvals. One is located at 425 Humboldt Street, which is pictured on the right. And this is an 88 unit seven-story building. Planning also approved a project on the Smart Village site. This is a six-story 114-unit mixed-use project, which is located in the Railroad Square Preservation District. Looking at building permits issued, so this last slide we talked about planning approvals. These are projects that have received planning approvals and now they are ready to start construction. As you can see from this graph here, we had a very impressive year for building permits issued. There were a total of 1,404 units permitted. And this includes the replacement of housing within our fire rebuild area. This total includes 1,052 multifamily units, 257 single-family dwellings, and this includes attached single-family units, and then 95 accessory dwelling units. And just diving into the affordability piece as well, quite a few of these units are deed restricted affordable, including 28 for extremely low-income households, 183 for very low-income households, 190 for low-income households, and then 70 for moderate-income households. The remaining 933 are above moderate rate units. This slide shows progress made toward meeting our regional housing needs allocation. So as the commission heard or has likely heard this last year, we are moving into the end of our fifth cycle for our housing element, which spans the period of time from 2015 to 2023, and we're currently updating our housing element for the sixth cycle. So this table here compares the RENA allocation, which is given to each jurisdiction in the state of California from a regional government, and the city of Santa Rosa is under ABAG, which stands for the Association of Bay Area Governments. And so this top row shows the various allocations by income category, and you can see that there's a total of 5,083 units. The next row down shows the number of building permits that have been issued through the end of the year 2021, and then the bottom line shows our remaining need. So just a few things to point out about this table. We have exceeded the above moderate units by 341. This table also includes both allocations and credits from the annexation of the Roseland area. And then even though we did exceed the required allocation for above moderate units, that doesn't take away from the overall total, which is 1,504. So that number is comprised of all units that are moderate or low income households. Moving on to economic vitality, so this is another element in the city's general plan, and this calls for maintaining a positive business climate, which routines and expands existing businesses and attracts new businesses. And I wanted to highlight a few non-residential projects, which went through the planning process in 2021. Now one is the Brookwood Medical Center. This project is still under review, but it is located within the downtown station area specific plan area at Second Street and Brookwood Avenue, and consists of a four-story medical office building. The planning department approved an expansion of the Children's Museum, so this is called Esperanza Park, which is the second graphic here on the slide, which will greatly expand outdoor activities for this very popular museum. And in 2021, actually I misspoke earlier, this project started construction in 2021, and this is the session Climbing and Fitness Center, and this is located in the South A neighborhood. And then finally, a office warehouse type project was approved near the Corporate Center Business Park, and that's pictured there on the right. So this slide here reflects two metrics that we typically include in our general plan annual review report. So the first is, a graph here is showing vacancy rates. And so just for a little bit of context, the vacancy rates for office, industrial and retail buildings were pretty steady until 2020 when the COVID pandemic hit. We have seen our industrial vacancy rates return to what they were pre-pandemic, although the retail and office vacancy rates still remain quite high and impacted by the pandemic. We also saw quite an uptick in sales tax receipts in 2021, as pictured here on the slide. Moving into the transportation element, 2021 was an exciting year for bicycle and pedestrian improvements. One notable project, which is pictured here on the slide, is the Bicycle and Pedestrian Overcrossing, which spans 101, starting at Elliott Avenue near the Junior College, where a housing project, a student housing project is underway, and it's actually shown here in this rendering. And the overcrossing will connect to the Coddingtown Mall area on Edwards Avenue. So this project went before the City's Design Review Board for another round of comments in fall of 2021, and grant funding has been secured. And the plan is to commence construction in 2023, with completion in fall of 2025. The Transportation and Public Works Department also launched a Bicycle and Pedestrian webpage, which includes a number of resources, including links to plans and projects, and also an interactive bicycle map and information on how to report any hazards. The department also completed a corridor study, which identifies future bicycle and pedestrian improvements needed on Stony Point Road between Sebastopol and West Third Street. There was also a bicycle parking inventory completed for the downtown and also Railroad Square, and a pilot program for shared scooters and also shared bikes. So two separate programs were in progress in 2021 and should be launching this year. And then in addition, Transportation and Public Works staff and planning staff continue to participate in a countywide Vision Zero initiative. And the goal of this initiative is to eliminate any traffic fatalities and severe injuries through a variety of approaches, including engineering, education, and enforcement. This slide includes some highlights from our transit division. And much like last year, fixed route riderships were down, and this is seen nationwide due to the pandemic. The city bus continued to offer discounted or free fares for various members of our population. And they were able to launch a youth unlimited ridership program, which has vastly exceeded the projections. In fact, the youth ridership rates were 125 percent above pre-pandemic levels in October and November of last year. And then finally, an unlimited rides pass program was established. And this program provides deeply discounted passes to employers and housing developers who can pass those along to employees and residents. Moving into the public services and facilities element, so this is comprised of several different sections. So we'll start here with parks. Parks continued to make progress on a number of projects. One was the Colgan Creek Park Playground Project. That construction was completed early this year for new equipment. Design started on a place to play community park sports field. And the construction drawings for the Kiwana Springs Community Park Community Garden also were underway in 2021. And then in addition, there's been some public engagement and planning for the South Davis neighborhood park and also the Dutch floor neighborhood park. And I also wanted to mention measure M. This is a tax measure which was approved by voters in 2018, which provides funding for these various parks and improvements. And the park staff held a number of community engagement opportunities in the first part of 2021 to gather input regarding citywide priorities. Moving into police and fire services. The police department responded to 1,307 calls for service in 2021. The general plan does have specific policies related to response times for police calls. The department continued community oriented policing by assigning officers to specific beats throughout the city, including downtown and also the Roseland area. And the police department continued their collaboration with various neighborhood associations and community based organizations and other county partners to develop best practice strategies and responses. And then the city's fire department responded to 28,064 calls for services last year. They continue to participate in what's called the Sonoma County Fire District Agreement, which ensures that the closest most appropriate fire resources are dispatched to an incident regardless of jurisdictional boundaries. And as the commission knows, in reviewing various pre zoning requests, we do have a lot of county islands surrounded by city property. And so this is one of the advantages of this agreement. And then finally, the department continues to participate in what's called the Santa Rosa Mutual Threat Zone Operating Plan, which is a joint response plan with the Sonoma County Fire District and Cal Fire to cover specific wildly on urban interface areas. Moving into water and wastewater, the city continues to promote water efficient water use efficiency programs, including operating rebates for rainwater harvesting, graywater reuse, and the removal of lawns. And so this helps to ensure that we're using less water, even as we continue to develop more housing and non residential developments. The city's cumulative water use efficiency efforts have resulted in a 44% decline since the year 1990. Also in 2021, the water department completed the installation of advanced metering infrastructure, which helped to provide hourly tracking of water usage. So this helps homeowners and business owners, in addition to city staff, in quickly identifying if leaks are present, and which helps to conserve water. The council in 2021 adopted a capital improvement program, which includes various improvements to the city's Laguna treatment plant and reuse system, which allows the city to adequately or to maintain capacity to adequately treat the wastewater that we have and also that our regional partners generate as well. The open space and conservation element is implemented in a number of ways. One is through the city's creek stewardship program, and these activities continued in 2021. Part of this program is really focusing on carrying for the creek, all the, well, it's 100 miles of creeks within the urban growth boundary. And last year, there were 6100 participants in this program and over 250 educational and stewardship activities. And in total, there were 1300 cubic yards of trash and debris that were collected from our waterways. And then we have the citywide creek master plan, which is one of our important planning documents, which identifies a number of improvements for our waterways. Some of them are projects that the city is able to implement based on ownership. And one of those projects includes the Colgan Creek restoration. This project was divided up into two phases. So phase two was completed last year. And then phase one, which was completed a year or two ago, I believe, was maintained. This slide here shows some art, well, renderings of artwork. Both of these are actually proposed for our reunified courthouse square. The rendering on the left shows the Ruth Asawa art panels. So these were previously located on the fountain in the square. And they have been removed and went through a process with the public art committee. And I think I might be saying that wrong. I apologize for preservation. And so they will be coded in a bronze material, which will allow for them to be better preserved and maintained. And then they will be installed on a new fountain in the courthouse square area in the coming years. There was also a public process for an additional piece of artwork to be installed in the square. And the rendering on the right shows the winner of that contest and process. And this sculpture includes language and, well, it includes words and a number of languages. And this went through a public process as well. Moving into the noise and safety element. The safety element is one that needs to be updated on a regular basis to be in compliance with state law. The city recently adopted a multi-jurisdictional hazard mitigation plan, which includes a number of projects. And some of these are highlighted below. One notable component of the hazard mitigation planning in general in the city's community wildfire protection plan was the allocation of $8 million of PG&E settlement funds. And this money will be applied to a vegetation management program and a wild land resiliency and response strategic plan. In addition, the city's various staff from the city have been working toward the rebuild of fire station five. So this was a fire station, the fire station located in the Fountain Grove Parkway, which was destroyed during the Tubbs fire. A new site has been identified and acquired. And this is located at the intersection of stagecoach in the Fountain Grove Parkway. And so much of 2021 city staff worked on that land acquisition and also on the preliminary design and environmental document. And that project will be moving toward a design build contract later this year, so fall of 2022. There's also a battery backup system project completed. So this project provides four hours of battery backup for 175 traffic signals throughout our city. And then transportation public work staff have been working with FEMA on obtaining a grant for an earthen berm, which will be located at the Laguna Treatment Plant to provide flood protection. The city also has a historic preservation element. So this is an important part of maintaining our eight historic districts throughout the city, many of which are located within the downtown station area. One notable project which started in 2021 includes a historic resource evaluation, which is looking at all of the properties within the downtown plan area that are age-eligible. So based on age, they may be of historic significance, but they as a part of the plan update did not have an individual evaluation done. So this project will allow for a more thorough evaluation of these properties to identify if there is any significance and will also help to ensure that projects within the downtown area of a specific age meet the requirements under the California Environmental Quality Act. We, the city received 18 landmark alteration permits in 2021. And so these are permits that are required for any exterior alterations to designated landmarks or also buildings within the city's preservation districts. One notable project which I'd mentioned previously in the presentation was the Smart Village Residential Project. This was approved by the Cultural Heritage Board in November of last year. Moving into the youth and family element, the Santa Rosa Violence Prevention Partnership, also called the Partnership, continued its operation. And this partnership is funded through Measure O proceeds and provides grants to city schools and nonprofit organizations to fund programs related to school readiness, street outreach and mediation, student engagement and truancy prevention and workforce development. And since 2006, the partnership has provided more than $11 million to local community-based organizations and schools. Last year, the partnership hosted a series of community open houses in both English and Spanish and community partner meetings to help address the roots of violence. The city council also was able to apply some one-time monies to support what's called a program facility fund. And so this money will be used to help support both families and also our economic sector by ensuring more child care opportunities. And so this total amount is $2.9 million from American Rescue Plan Act funds. And this will be provided by way of grants. And then a portion of that money will be used as a no-interest revolving loan program. And then finally, the council was able to award some of the American Rescue Plan Act funds toward establishing what's called a children's savings account. And so this money will be provided to qualifying two to five-year-olds within the city and can provide some significant opportunities to break the cycle of intergenerational poverty and positively impact family economic wellness and self-sufficiency. This slide here shows some notable accomplishments related to the city's climate action plan. The climate action plan is a standalone document, but much of it is incorporated in the general plan through various policies and programs. And as the commission and members of the public may know, we have a council subcommittee called the Climate Action Subcommittee comprised of three council members. And the focus of that subcommittee is to implement our climate action plan. This slide includes a number of programs and study sessions that were held with the subcommittee in 2021. Some of them went on to council for full approval, which one notable item is a reusable and compostable foodware ordinance. This was adopted by the council in the summer of last year. The subcommittee also provided direction to planning staff to draft an ordinance prohibiting the construction of new gas stations. And this is an ordinance that you will be seeing in the coming months. Moving into growth management. So growth management is an element of the general plan. And it's also incorporated in the city's code. So growth management was added to the general plan in 1991 in response to some pretty rapid growth that was happening in the 80s. And it does allocate a certain amount of units per year. And these are separated out into two categories. There's reserve A units, which are in the most simple terms all units that are not detached single family dwellings that exceed 1200 square feet. So these can be multifamily units, accessory dwelling units, mixed use units. And then each year they we are able to issue 400 allotments for reserve A units and then 400 allotments for reserve B. So those are the single family units. And these allotments are reserved either at the time of final map recordation for the single family houses or upon issuance of a building permit for most of those reserve A type units. We did have a lot of reserve A units last year, 1225. And this is because we were able to issue those because we're allowed to roll over unused reserve A units from previous years. So between 2015 and 2018, we had a substantial amount left over. So we were able to apply those 825 reserve A units for the year 2021. And this slide here shows progress made toward our inclusionary housing ordinance or how various residential and non-residential projects are complying with those requirements. So the purpose of the inclusionary housing ordinance is to ensure that residential projects and many commercial projects are contributing toward the development of affordable housing in the city. Many projects will comply by paying an in-loofy. This is the case for commercial projects and then many residential projects as well. There are other ways to comply outside of paying an in-loofy or actually constructing a deed restricted affordable unit, which includes conservation or preservation of affordable units. These aren't options that we typically see, but I did want to note it regardless. And so we did have a total of 298 allocated units in 2021. And this generated, this ordinance also generated $1.58 million in housing impact fees. So these housing impact fees are collected and then they are dispersed through our housing authority. And since 1992, when the inclusionary housing ordinance was first adopted, a total of 1,870 affordable units have been supported. And with that, the Planning and Economic Development Department recommends that the Planning Commission by motion receive and approve the 2021 general plan inclusionary housing and growth management annual review report. And my contact information is shown here. And as I previously mentioned, we do have other staff members available should you have any specific questions. Thank you. Thank you, Ms. Nicholson. Are there questions of staff at this time? Mr. Okrepke? Yeah, if I might, Chair, Amy, what what kind of questions and direction are you are you looking for on this? I mean, this is a lot of information. So there's a lot of questions that can come out of it. So I don't want to I want to talk to everybody's time. So is it just a free for all for questions or specific feedback you're looking for? Any questions are welcome. And if if we can't provide a response today, we can certainly follow up later. Any I don't know that we have any specific feedback in mind, although if you were to note something that seemed inconsistent with something that you you've read, would certainly want to know that to ensure that this is accurate. But that's the only thing I can think of. Thank you. Before we start, could I just ask for some clarification from Miss Crocker? Since this is a study session, it's not public hearing. Should we go to public comments first and then bring it back to the Commission? Or what would you recommend? It said your discretion. I would go ahead and suggest that if you are about to embark upon question and answer from the Commission that you go ahead and and start by doing public comment, and then you would have a chance to react to those comments throughout your discussion. Great. Thank you. So if it's okay with the Commission, I think I'll I'll go ahead and do that. I Oh, we'll go ahead. It's not a public hearing. So I won't read the regular public hearing items. So if anybody is here as who wants to make a comment on this item, please raise your hand or dial star nine. I guess looking at the participants is there's probably nobody. So we do not have any raised hands at this time. Okay, great. So we'll go ahead and close that portion of the meeting and bring it back to the Commission and maybe Jeff O'Crepkey. I'm sure O'Crepkey since there's two Jeffs. Do you want to go ahead and start with some questions and then we can just go around? Sure. So for clarification on pages three and four, did you say page three, those permits issued included fire rebuilds, but page four did not? Is that correct? Let's see. So we are referencing the overall permits versus the RENA allocations. Okay. So in neither of those charts or graphs, are there any fire rebuilds totals included? All right, I must have heard that. Sorry about that. And then why are there so few, the biggest thing that stands out on the RENA allocation is the drastic difference between extremely low income units as percentage versus the rest. Is there, do we have any data as to if those are all from the permits issued or all from SB35 housing or non-profit like interverbent housing versus are there any that have been incorporated in for-profit or market rate builds? Let's see. I want to make sure I'm understanding your question. So as it relates to the extremely low income units, your observation is that there are far fewer of those than there are of the other low income categories. Correct. And I'm just wondering if that's because those are mostly attributed or solely attributed to SB35 or non-profit affordable housing builds versus market rate commercial bills? You know, I don't have that information available. It may be something that we can get back to you on. I can tell you that none of those units on that table are Senate Bill 35 projects because we hadn't had an issued any building permits for those in 2021. I'm not sure if it's a matter of funding or just the types of developers that are constructing those projects, but unfortunately I don't have any more information than that. That's fine. If you can just get back to us with that, I think that's kind of some important information to have considering. If I recall correctly, we're about to go into the second cycle or the sixth cycle of this where we're going to have even more added to that. If I may, maybe we can... Is the question of why is there so many in 2021 at that level? No, the question is where are those being built, right? Are those attached to market rate builds? Are those only attached to 100% affordable housing bills? Because the delta between what we need and what's actually being built is quite drastic compared to the other levels. The very low definitely is not your typical affordable housing project. It's not the inclusionary units where you get five units and a 50 unit building. The very low income units are typically heavily dependent on lots of layering of federal and state financing or even our local financing to our housing authority. It's really the only way that you get developed. So they are definitely a very low category, are definitely a unique type of housing and they're specialized in how they finance. Okay, so just going forward and sorry if this is just narrate or not narrating, but whatever you want to call it, we're looking at about a thousand units that are required this round that are very difficult to get built because of what you just described. And then going into the next round next year or two years, I believe, we're going to add to that. Is that correct? That's correct. And that is definitely the area of challenge. Now we, the reason why we were pretty successful while we say we were very successful in this last year is because we had an extraordinary unusual amount of one-time funds from feds and the federal government and the state government and our own PG&E funding that also helped leverage these types of projects. So it's because of that special infusion that we were able to move this special category forward. Okay, thank you very much. And then I'll scratch all these random questions off. They don't really need to be taken up too many people's time here. But the one I do want to ask is in terms of multimodal transportation, a more wobble city bike and pet, where are we at or where is smart at it? I guess would be the better question with extending the path to city limits up to the full road. Let me see if there is a, let's see, Nancy Adams is on the call. Oh, and Yuri. So transit and transportation and public works, either one of them should be able to provide an answer for you. So Amy, can you hear me? This is Nancy. Yes, thanks, Nancy. Yeah, so good afternoon, commissioners. Yeah, I'll give you a little bit of what I know. We actually were, and I'm sorry, Nancy Adams City of Santa Rosa Transportation and Public Works. We were in a conversation with smart a couple, I don't know, maybe last month or so to ask them about, you know, maybe having them put together an application for some active transportation funds for that reach of the small smart multi-use path there from where it currently ends at Gernvale Road up, you know, to the city limits, which would be around San Miguel area for us. And what we heard from the staff person there at Smart is there, there is a possibility there's there being, there's some potential legal issues that they that Smart is trying to, I think, figure out. So we, we haven't, you know, proceeded further with that conversation with them. So I don't know all the details, you know, we certainly could check in with Smart and see if there's an update and we haven't talked to them, you know, in a few weeks. So that's, that's all I know, but we, you know, we did, they are certainly interested in completing the pathway. I think it's just a matter of, you know, trying to figure out, you know, what, what, what, if any, they're going to be challenged with some issues with the, with the pathway. So hopefully that helps. Yeah. Thank you. I really appreciate that. If we could get an update on that, I would really appreciate that as well. I don't mean to get like territorial, but that's kind of the area I live in and, you know, they try to get a more walkable biking city. It doesn't, in my district specifically, we don't have access to that. So we can't even get to a smart station just by walking down the pathway. So that'd be something I know that people around me and myself would be very interested in. That's all my questions, Chair. Thanks. Thanks, Commissioner Krepke. Commissioner Cisco, do you have any questions? Okay. Commissioner Holton, do you have any questions? Yeah, like Commissioner Krepke, I'm going to go ahead and keep this short and sweet. I've got a bunch of random questions, but I'll ask the most random one that is also close to my heart and that pertains to water conservation. So with that being said, I'm just wondering if in regards to the Finlay Aquatic Spray Center, will the development plan be potentially impacted by worsening water crisis situation? And if not, do we have any metrics or information in regard to what the average water consumption, in addition to the existing water consumption, would be for a recreational activity of sorts? Thank you, Commissioner Holton, for that question. I believe that Parks would be the best to answer that. Oh, but we do have Colin close from water, and he I'm sure can give some great information. Great, thank you. I see Colin's hand raised, so go ahead, Colin. Thank you so much, yes. I was just waiting for that. I'm mute. I appreciate that, Chair Weeks, and thank you, Commissioner Holton. That was a terrific question. So the good news about that kind of splash center, those play centers, that water was recycled and purified and reused. So it's not a one-time use. Is it called reclaimed water?  So there is some evaporation, no doubt, but it's not a flow through of water, so it doesn't use nearly as much water as one might think intuitively looking at that water. It doesn't flow to sewer, it flows to filtration and chlorination. I believe you may have had an, go ahead, I'm sorry. Do we still, do we have any potential data on what the excess of usage would be in contrast to what the current usage is for the Finlay Aquatic Center? I don't have their water use history in front of me. We certainly could do some research on that, but typically pools use about as much water as a play field would use, a soccer field, that sort of thing, and tend to serve as many or more individuals in our community. So in terms of sort of the water use per person, it's relatively low in terms of, you know, and it's also can become a cooling center for folks during extreme weather conditions. So certainly we're in drought and we have to be very careful with our water use. I can tell you, I just did some analysis in preparation for tonight's meeting. Just looking back to 2013, seeing how Planner Nicholson was talking about the number of units that had been added, and I looked at the population that's been added, and I also looked at our gallons per capita per day. And when I compared 2013 to 2020, which was before we declared our drought that we're currently in, our water use per capita in the residential sector went down 11%. So we have an amazing community that is doing a terrific job. And we have very active water conservation programs. And the planning department has been an early adopter of all water use efficiency measures and building code and green building code standards. So definitely we're in a difficult time. This is a real struggle for us and, you know, we are working closely with our water partners in our area to make sure that there is enough water for our community. But at the same time, the community has really over the years done a stellar job of being more and more water wise with their water use. So I can't tell you exactly what that Aquatic Center would use, but again, considering its multipurpose uses, the number of people it serves, and what, for example, a play field would use, it's really kind of in concert with the kinds of ways that we think using water is appropriate in our community. Great. Thank you. Mr. Close, while you're still here, let me jump in real quick. Once again, you're, as always, you're a wealth of information. And I thank you for doing that analysis before the meeting tonight. I'm going to ask you, if you have any idea how many people have signed up for the Water Smart Portal? Well, that is such a terrific question. I wish I had that handy. I do not know at this point, but it has taken off quite a bit. For anybody who's listening, who is a water customer with City of Santa Rosa, you can go to our Water Smart Portal, SRCity.org, slash Water Smart, and learn more about how you can sign up for free and get tons of information about your specific water use and free alerts when your water use exceeds a certain amount per day or when it looks like you might have a leak. All of those services are free and readily available for you about your own water use. But, Chair Weeks, I'll ask and we will send that information to the Secretary and get that out to the Commission. Thank you for that question. Great. Thank you. I just find it very useful for me to – I'm a big proponent of that. So we'll go – Vice – or Commissioner Holton, did you have any other questions? Okay. Vice Chair Peterson, do you have any questions? I think just one. So apologies if I missed the mention of it. I'm just wondering and the answer can be totally off the cuff. What, if any, impact SB9 has had thus far this year? I can tell you that we have received several SB9 applications, but I don't have the number of new units that are proposed through those applications. We can certainly pull together that information and send it to the Commission, though. Yeah, that would be great. I'm just wondering if there – it sounds like more of a trickle than a flood, but it's early yet. Thank you. Thank you. I have a couple of questions. The Historic Resource Evaluation Timeline, is that next year, two years? Any idea? Thanks, Chair Weeks, for that question. I'm going to see if Amy Lyle is available to answer that question. Yes, good afternoon. Chair Weeks, members of the Commission. So that is a grant funded project that is grant funded through September of 2023. We don't anticipate that – it will take that long, so this fall is when we anticipate finalizing that project and bringing some of that work forward for information and for your acceptance. Thank you. And then Fremont Park, I didn't see mentioned in the park and rec or the parks section. It's that because the work hasn't started – didn't start in 2021, it's going to be the community meetings or whatever are all taking place in 2022. And later, is that why – That – I'm not sure, because we received that section from parks, but we do just look at, you know, the one calendar year. So if the planning or meetings occurred or plan for 2022, they wouldn't be mentioned until next year's report. Thank you. Chair. One comment is that I know that the Housing Authority gets a list of projects in the pipeline that maybe we could get on a monthly or even bimonthly basis to see – you know, a lot of those projects we end up not seeing, one reason or another. And so that might be an interesting information for us to have. And then I know that this will – item's going to go to Council on June 7th, I believe, as a consent item. Is that correct? Yes, that's correct. Okay. So what do you need from us other than our comments? Any – we don't have – because of study session, we don't have a vote. We just say we gave you our comments, proceed. That's a great question. And I know there is – I believe it is a motion, but Ashley, are you able to help? Yes, we had scheduled this as just a motion to receive and accept or approve, I believe, the report, and then it will be forwarded on to Council. Okay. So with that, do I have a motion? I'll move that motion. Okay. A second. Okay. So that was moved by Commissioner Siscoe, seconded by Commissioner O'Crapke. Ms. Cleary, do you want to call roll or Ms. Hopwood or take call vote, rather? I apologize. That's okay.  Chair Weeks? Aye. Commissioner Peterson? I'm sorry, I apologize. Vice Chair Peterson? Aye. Commissioner Siscoe? Aye. Commissioner O'Crapke? Aye. Commissioner Hultner? Aye. Thank you. All members of the Commission present have voted in favor. Great. Thank you. So is there anything else before we adjourn? I would like to thank both Eileen and Kimberly for their work tonight, and hopefully we'll quote-unquote see you again. So if there's no other comments, I'll go ahead and adjourn the meeting to our next regularly scheduled meeting in the month of June. Thank you. Nice to see everyone. Bye.


Hello. Good evening. You look sad. Why are you sad? Because the holiday is over. Why are you guys sad? It's a bit difficult to turn my head and see empty pockets of the planet. Can you probably move forward those who have an empty seat in front of them? If it's not. You would look like we're friends. Okay. So, let me do a quick check before I proceed to start my blabbering here. So, anyone here who have done any sort of videos before? Video. Have you done any videos before? Don't be shy. I haven't done any videos myself before. Just kidding. So, anyone? You? Just you? You? What type of videos have you done? What's your name? King May. Okay. What sort of videos have you done bro? You didn't play? You just recorded? Record. A video of a 3D printer. A 3D printer? Yes. How about you? What are you repairing? It's repairing at jug. Jug? So, how many people watch your video when you upload it? Five million? Less than five million? Less than five hundred? That's awesome. There are five hundred people who are interested to see how a jug gets repaired. It's fun. So, a bit of an introduction about myself. I'm from the Philippines. I've been in Singapore for nine years now. I have my own... I used to have a video production company. I've done videos for Microsoft and Standard Chartered Bank, those clients. But recently, early last year I shifted to content strategy. Which is more like a holistic approach on what to do with your videos.  So they spend like let's say 15,000 to 20,000 dollars for a five minute video. And what happens to the video is they just upload it to their boring blog site where no one watches it. And it's okay because I get paid the money but the thing is for them, if no one is watching those videos they are not able to bring it to the right channel. They were not able to distribute it to the right audience. So, somehow they need strategy for that. So, I came up with this where aside from producing videos for my client I designed the strategy. So, let's say for the 20,000 dollar video instead of having a five minute corporate video I can probably create like six videos for them which they can use for six months. So they can have like a once a month update for the next six months. And I think it's better that way because most clients would have more content to leverage on to build their brands. And tonight I'm going to be discussing is my company can find me on Twitter. I tweet six to eight times a day because that's part of my job. I do it for my clients as well and I write two blog posts a week and I have a podcast you would see it on my website when you visit my website. I record podcast twice a month. And I've been doing a lot of content which started from my passion of doing videos. Tonight I want to share about designing video content. So, we're not going to be touching on how to film. We're not going to be touching on what cameras to use, how to edit those boring stuff where you open up a computer and edit your videos like you film, let's say film for three days and try to edit it down to a three minute video. Can you imagine the amount of work you need to do for that? The what do you call this? The biggest project we have done is we did a video for SMRT we film for seven days. Seven days like starting at 2am and then finish and pack up at 10pm. So, 2am to 10pm. So, imagine how much footage we have and we end up having four minute video which was shot on seven days. So, if you want to to evolve in that part of the video production worker or a lot of resources where you can go to but today it's about the thought process. It's about how can you as an individual come up with your own video? Right? Is it true that only big brands can come up with their own video? Is it true that is it right to say that only those people who have money can come up with their own video and influence and share a message to their target audience? That's what we are going to be covering tonight so it's more of the what do you call this? The thought process, the principle behind why you need a video and how you can come up with a video that would matter and not just a video but videos that would matter to your target audience. I have a question. Do you think that do you think that do you agree that a viral video can be made? Yes or no? Yes? How about the rest? Who says yes? Who says no? Who says I should have gone to the Deadpool movie instead of sitting here in this library. I want to watch Deadpool. I'm late already. It's the second day and I haven't watched it yet. Okay, so no, a viral video cannot be made. You know why? Viral video so you cannot just decide like, hey, I want to do a viral video. How in the world are you sure that it's going to be viral? So a viral video, it happens after you have done a specific video depending on the topic that you have covered the relevance of that topic and if people enjoy watching it and we would notice that most of the viral videos that we have nowadays practically they don't make sense, right? The more senseless a video the more viral it becomes. Do you agree? You can find like tons of people like pouring a bucket of ice on their head and then challenging their innocent friends I challenge you to do the same until the whole world was doing it and then when my friend tagged me I just replied, why am I going to do that? So I think it stopped on me, on my network of friends when they started tagging me I didn't do it. Anyway going back to why you were here I hope you would have an insight after this few minutes or an hour or so how you can come up with your own video. Why? Why do you need to come up with your own video?  I'm using my iPhone as my remote. So video is all the rage right now and rightfully so more and more professionals are using it as an effective self promotion to advance their careers. What else? Whether it's freelancing looking for a job or running their own creative firm. Why is video more effective than any other medium? Why? Because video has sounds video has it's a moving image and have you seen a person who watches who stares a photo like for an hour and a half anyone would do that but you can do that on a movie on a video because it brings you to some sort of journey when you're watching a video. So you start at the beginning of a video and then you end up knowing and discovering something learning something. So it's the process of how do you come up with that message. The approach that I'm going to be teaching you is a mixture of the approach because I'm also a filmmaker myself the approach of how to do it if you're doing like a short film or a narrative video and not marketing video or self promotional video. Okay? First since I won't be discussing how to film the filming process I won't be discussing it to you and I want to encourage you somehow bring you to a place where you would tell yourself I can do a video even though I don't have this type of camera or those type that type of camera. Okay? So what you will need is just a smartphone if you have a smartphone and the concept. Okay? So if you're not convinced that the smartphone can be used to pass a message I'm going to show you a short clip of a series of videos that were shot on an iPhone 6s and a 5s iPhone 5s. Okay? So probably I want to start with this so that you would probably have something to believe in that this thing can be done even if I don't have a camera. Okay? Although if you have money to spend and you really want to invest on a proper camera you can do it. But what I'm saying is from where you are now with the resources that you have you can come up with your own video. So I want to show this short clip of a series of iPhone videos. So what do you think? Those sets of videos were filmed on an iPhone. So do you think it's an it's a valid excuse to say that I don't have a video camera with me the technology of how smartphone videos are designed nowadays is like a lot of people are going to lose their job with I mean if the ordinary person can really wake up one day and decide I'm going to do all this stuff with just my smartphone and recently in Sundance are you familiar with Sundance? Sundance Film Festival there was I think a winner of a short film category where he shot the whole film on 4S iPhone 4S and they won an award. So I want to I mean the gist of what I want to share with you tonight is for you to not be limited like when you think of video the first thing that comes to your mind is I want to buy a camera it's a matter of thinking big what do you want to do with a video?  What is who is your audience?  So after watching the video are you convinced that this is something that you can do because it's an iPhone it's just a compilation because I think it's a short film competition specifically for iPhones imagine they have their own short film competition an iPhone short film competition So I hope it proves a point that it can be done and that's what I aim to impart in the next few minutes that it can be done if you want to do it you can do it it's not only for us who are in this industry once you have a message to tell once you have a message that you want to share start doing it and you would not know the impact of that video that you're going to be doing So my next screen says meat busting Are you familiar with the show Meat Busters? Video takes a lot of time and I don't have time to do it and it's difficult This is what everyone would tell themselves Right? You agree?  It's difficult But I want to tell you it's a matter of perspective Going back to what I've mentioned earlier With the resources that you have if you won't do and start doing something with the resources that you have you end up doing nothing So this is a myth Yes people would say that video is difficult and takes time to do But most of the people who have said this haven't tried doing their own video because this is like a dead end when you say this I don't want to do this I have tons of money I'm just going to pay It's good if you have tons of money Just pay me I'll do the video for you But the thing is I'm trying to explain to you that you can do it yourself So is to freeze the thumb Always say this on my workshops What do I mean by freeze the thumb? How do you use your smartphones? You always like flick, right? Scroll If your video is not successful in freezing the thumb when someone is scrolling and then it shows your video thumbnail and then they stop scrolling it means attention and that is your objective in doing your video no matter if it's your own video or you're going to hire someone to do the video for you in social media that is your own that is your only objective if you're doing videos for the sake of gaining likes don't do it because you can pay for those likes and if you understand social media if you understand facebook advertising it doesn't mean that you have 1000 likes on your video 1000 people also watch it So your objective is that people would watch your video not you have to go beyond people liking that video Another thing your offline experience should influence how you communicate online What do I mean by this? What do I mean by this? You're going to be thinking of starting your own video recording your own video content You have to start with whatever you are saying offline when I say offline like this, you talk to your friend talk to your family or to your dog if you like to talk to your dog most often You have to start on that topic You know when you talk to a friend and then they believe you for what you say or you talk to your family or whoever your students your office mates, your colleagues and then they believe you for what you're saying You have to start there Why? Because that's your area of expertise That's your area where people would also believe you when you do that video and post it online because if you are just if you are this person who has this huge sense of you more and then you started doing a video where you're preaching and asking people to be Christian or believe a certain religion it doesn't reflect who you are but if you are a church leader and you started doing video that pertains to church leadership then people would watch you so you have to start from a topic that people are already listening when you are discussing the topic so you have to start there because there's no use to talk about something that no one has ever believed you and then you record yourself and you expect people to watch you it doesn't work that way so probably the video you did what's the video again it's repairing the jug probably before you started it you asked someone someone watch you repair a jug I don't know but probably it came to a point that you know that you can repair the jug that's why you film it so it's something that it works first offline before you decided filming it and uploading it so that's my point if it doesn't work offline for you don't do it that's your starting point that should be your ground zero another point that you need to consider is duration of your video should match the attention span of your audience Nilsen found that majority of the campaign value for ad-recall this value brand awareness so they have this data after watching 10 seconds of video 10 seconds of video is not enough right it's not that much but according to this research people are already responding in a span of 10 seconds so you have to also take note of that if you're gonna be sharing a message sending a message across deciding your video content the first few seconds are crucial that's your make or break point if they don't get let's say you did a video and then you started with hi good morning it's a nice day today I'm wearing green and you already spent how much 6 seconds of talking nonsense right so you have to keep that in consider that in designing your video content right imagine even in offline experience if you talk to a friend or someone or a stranger and he's just talking nonsense like for a few minutes it's a waste of your time right what do you do you don't have the stop button or the eject button to get rid of that person but what you do you come up with something like I need to go to the bathroom I need to go to the washroom I forgot my dog hasn't eaten yet I need to run you come up with all those alibis because the person is wasting your time right same with video the first few seconds are crucial okay so we now go to the design process the concept all videos need a concept so what is the concept and how does the concept work there are a lot of ways to write a concept for a social video which is a social media video the easiest way is to create videos that would provide a good experience to your audience why because an experience experience is the only thing that would make your fellow human beings come back to a the same spot where they were before if they didn't experience anything at all on that specific time where you showed your video they won't come back to your next video and watch your next video it's all about experience so your concept should be based on a specific experience okay even if you're doing like a repair video your concept should probably start with like stating like how that specific jug needs to be repaired did you step on it or did it drop like five stories you have to state the scenario an experience or what happened, why you need to do that video and times of videos that you can do I forgot to write my email address there because probably I'm just going to be uploading this on the facebook the slides times of video that you can do the first is you can create a how to video what is a how to video example, how to design your logo in 10 minutes people would watch that because students or entrepreneurs who don't have enough money to pay a graphic designer would probably want to give it a try how to design a logo in 10 minutes how to save battery how to save the battery of your smartphone you see a lot of those videos which people watch how to transfer files using wireless storage those are topics that you can start doing if you want to build your audience but it has to relate on who you are as I mentioned if you're a dentist and you did a video on how to transfer files using wireless storage I mean it's cool right if you're a dentist with a video of showing how to transfer files but again it won't be relevant to his industry if you're a network technician and IT person you can probably do it and people would watch you and people would relate to what you're doing the next type of video is the top list videos that you can also make say top 10 holiday spots in Singapore probably you have your smartphone just go to these top 10 spots and take a few seconds of footage and put it together people would watch that that can be your own content if you are a travel someone who loves to travel you can do it practically everyone loves to travel is there anyone here who don't like to travel traveling is awesome right if you only have enough money to circulate the globe top 15 iphone apps for designers for something like this how can you be creative because you're going to be showing an iphone app you can probably just ask your friend to flip through on the iphone why you're filming it probably over the shoulder or on top no matter how you do it as long as you provide relevant information to the people who wants to watch it or the top 3 digital marketing ideas these are ideas that you can use next one that you can also use with your smartphones are behind the scenes videos for example you're a video production company you can ask someone to film it film behind the scenes because it's an interesting perspective if you have done an awesome video if you're able to show behind the scenes people will relate to that they will enjoy watching it or setting up an interview using 3 cameras if you're a filmmaker or a video production person you can show it behind the scenes or welcome to Akme Cafe's Kitchen if you have a cafe or a restaurant why would it be interesting to do behind the scenes video because not many people have access to your kitchen imagine if you can do it in a fun stuff every day just talk to your random stuff what is your words of wisdom for the day something like that don't leave the oven don't leave the fire in the oven when you go home it's going to be fun another type of video is a brand story this one is a bit I'm going to show you an example because this is what I usually do for my clients but you can also do this using your smartphones but practically a brand story video is a video that is not advertising is non advertising it's value centric and it's non product centric what is a product centric video if I'm going to do a video and promote this simply water where did I get this simply water how would a product centric video look like probably you would ask you know a friend holding the water right in front of the camera like you know talking about how this water brings life or how this water is better than the other other bottled waters that's a product centric video the thing about the product centric video is nobody cares about the product centric video anymore nowadays if you have access to data nobody is watching commercials anymore commercials that just talks about a video those old style television commercials that shows the product or you know where you have this nice looking lady like showing a sofa waving his hand like this or holding a product showing the product it doesn't work anymore is we are in a season where the users or the watchers of the video are in control what do I mean by saying that they are in control eh before I mean if you are a brand you have a product right so even before a potential customer watches your video or goes to your website already done his research all your competitors are where they are just a mouse click away agree you can find everything on google if I want to buy something that I don't know where to buy it it's gonna go to google okay there's just really low chances of I mean practically there are no more what do you call this TV commercials there hasn't been that huge sale based on a TV commercials in the past 10 years according to data nobody ever bought something because of a product centric TV commercial eh imagine I have let's say I have two graphic designers the first graphic designer this is how he promotes himself okay he says hi my name is bob I'm a graphic designer I do excellent work I've done stuff for this company in this company and I'm really good you can look at my portfolio I'm really good that's a product centric approach okay the customer centric approach let's look at the other graphic designer okay graphic designer or Faisal Faisal is another graphic designer instead of him showcasing and talking about his own glory or how good he is he writes blogs he does videos that guides the users on how on why is it important to select the right color for a brand identity okay he writes blogs that explains why it's important to care about the fonts that you use but he never for once he never mentions that he's a graphic designer and that he's good do you know who gets more customers first graphic designer or the second graphic designer who second one right because that's the nature of that's our nature every time someone sells to you something what do you do? if you can run away you will run away right because selling if you're doing sell if you're gonna do a video and you're gonna sell you are interrupting the journey of the watch of the viewer the immediate reaction of the human being when you are selling of a human being when you're selling something to him is can you hear about that I don't care I don't want to buy it I won't buy that even though I want it I won't buy it hey but those people who are able to add value through their videos instead of keeping instead of always talking about their products how good they are why they are better than their competitors these content creators that receives more engagement this is something that you need to consider when you are going for a video content that you want to post on social media and you have a product to sell or you have a service to sell don't sell the first thing that you need to do when you are doing content a video content is don't ever sell if you want people to buy from you don't sell that's the rule of the game today if you want to sell okay keep selling and watch how people would not buy from you so I want to show two types of example of a brand story video this is a short brand story video I filmed it in around 3 hours but it's not using a smartphone but I want to highlight on how you should design a video the first video is about this cafe the usual video that you would see on a cafe a video about a restaurant or a cafe is what what do you usually see you see the food and probably someone talking about imagine that information that comes into your brain you see a food and someone is talking about food that's the usual approach but for this we did this what do you call this it drive it increase the engagement of our clients brand because of the video that we did for them and I told them I want to do it in a way how I experience your cafe I don't want to talk about your food probably you can mention your food but not focus on the food so I want to show you this video about cafe I hope this is the right video we've been told that when people walk in the door the region is warm it comes with a heart people are friendly they enjoy a little comfort food myself and Erika we went to Paris to study history so we met in Paris and we came back together we decided to start an online business first so we were selling cakes and desserts to friends and family then I got to know Jessica we are all very passionate about both food and desserts so we came together they came to me with this opportunity to hate the kitchen and I've always loved to cook so I tried two bakers and I thought this is fun it's just that we take pride in what we do and it's something that we are passionate about so we put in a lot of love a lot of hard work into making this dessert fresh and make sure that everything that people pay are good we do come to visitors because we are a vibrant young cafe and the staffs are fun and happy all the time hopefully you taste in the food that we make so I asked them to focus on the experience inside the cafe instead of them talking about the food, why? because I think it's redundant to show the food why? because when you see when you see food the next thing that you want to do is eat that food no matter what people say I mean if you see good food you're going to eat it so I asked them instead why not talk about because I really experience stepping inside that cafe I really experience something feel at home and the three ladies they're really chill and cool and friendly so I asked them to instead talk about that part of their business which is fun instead of focusing on a specific menu why? because most cafe videos would talk about the menu and if you're going to be doing a video on a specific topic try to do some research and look at how people are doing it if they're doing it specific way you have to go through that and do it differently okay you have to be different if you want people to watch your video you have to be different I only have two videos to show the second video is about I really don't know how to pronounce it kairopractic you know that they do some weird bending to your what do you call this spine yeah for this video the initial idea was the doctor wants to talk about which part of the spine is being bent or being stressed that's why you need to go to a kairopractic doctor or practitioner I told them can we do it in a different way so I asked them what is their target clients or target audience they said oh we only want to cater to bodybuilders okay I thought of a way how to make it fun I told them okay can you find me a bodybuilder and let's film him in a gym and probably let's do the story and share how beyond bodybuilding there are more important things to think about which is also the more weight you carry what is the impact on your body it still amplifies their brand but it doesn't it's not product centric in a way where they talk about we are the number one kairopractic in Singapore and we have fixed more spines than anyone in this planet those are the product centric approach, let's see that means that they are going to be more successful to particular types of injuries that can occur as you work out that creates a bunch of stress on your joints whether it be in the spine or anywhere else in your body so the more stress that occurs can actually lead to more injuries down the road if you're always hurting if you're trying to max out on your one rep but you can't get there because you're always in pain or because your body is not functioning optimally maybe it's time to look towards the spine and see what's going on and actually do the action helping out whenever I'm at the gym I see a lot of people who struggle who may even want to incorporate a healthier lifestyle but they just can't that's why I want to step in and actually help them out because I've been there I actually injured myself doing squats I was doing them using improper form at the time a person came up to me and said hey why don't you try this why don't you try getting your kairopractic shot I did, within two weeks it felt a lot better I can actually form in the gym if you're trying to spend all this time money effort trying to create this perfect physique in the gym why don't you try that way you can have family breakthroughs in the gym but also breakthroughs in life so not only breakthroughs in the name but only breakthroughs in life which is I take a powerful statement to encourage people to care about their spine right because if you talk about how good they are in fixing spines so what right I mean why would anyone care if you're good at fixing spines but I drive them I drive the story towards the direction like what is the real value why I should care for my spine which is more valuable than selling me session a free kairopractic session I mean if I understand the value I actually underwent this myself because I understood the value and in my work I'm always carrying heavy stuff although I'm not going to, I don't go to the gym these are heavy stuff that I always carry on a regular shoot I carry three of these with lights and everything let's go to the script this is something that scares many content creators I won't call it filmmakers because it's a bit huge content creators the script is a scary thing just the concept of writing a script is scary do you agree? have you ever tried writing a script or the only script that you wrote was when you were in high school you need to write a script as an alibi to your mom because you went elsewhere but you have to convince your mom that no I was at home I was studying so you write the script right? that's a different script so I call this the holy grail of storytelling this is a practical technique that you can implement in writing your own script it's easy I always share this on my workshop and to my students it's something at science you don't need to go through film school for you to come up with your own story okay how does the holy grail work? you need to start practically you have a beginning you go to the theater right? you watch a movie why do you stay until the end of the movie before you leave the hall? why do you stay? what makes you stay? experience let's say lord of the rings did you watch lord of the rings? aside from that good you watch a movie, you stay because you want to know what happens to the end towards the end the lord of the rings is like how many hours of film other than 10 hours of film but what's the story all about? the kid who has the ring you want to find out if he is able to destroy the ring right? and then we all have to go through the 10 hours of grueling experience but it's a nice movie right? that's a good story and if you're going to tell a story you have to start with something to keep your audience and make them stay the basic formula that you can use I can share to you is start with a question a marketing approach like how do I get more customers for my business? this is my story let's say this is the story that I want to do I start with a question start with a question then after the beginning of course there's a middle the middle is and of course there's an end I want to jump there already so let's go and talk about the middle or the end first the end is you have to answer the question as our dear friends I mentioned here a while ago is she want to know what happens if it's a love story you want to know if the guy the dude and the chick would end up together so you want to answer the question towards the end the middle is everything that happens in between for my story I started with a question how can I grow my customers so I would probably talk about what I have now what I am doing now so my middle will be this is what I am currently doing I put up an online store use Google AdWords I did a lot of marketing via word of mouth but it's not enough you have to still live something towards the end remember that you can do everything in the middle but don't answer the question yet that's how you create that's the basic structure of a story begin with a question allow the watchers to go through a journey in the middle going to our lord of the rings analogy a lot of stuff happens in between Frodo getting the ring and him destroying the ring a lot of things happen what's the name of the Gandalf Gandalf died and heroes again Gandalf died heroes again, what else a lot of things, a lot of stuff happen in between but it's enough for the viewers to stay because they want to find out if you started with a question they would want to find out what is your answer so my answer for this analogy for this example is instead of selling my question is how do I build so I say instead of selling I will start delivering content that would benefit them so that's my story how am I going to be translate it to a video content probably I start with a question how do I build my audience I would probably let's say use a footage of a crowd or even animation it doesn't necessarily have to be just videos footage of a crowd or footage of someone by himself either way we need to show something that pertains to growing an audience and then when you go to the middle which is what you're practically doing you can just show footage of you on a computer because you talk about what advertising, google ad words those are stuff that you can film on your iphone on your computer to fame it however you want to do and towards the end can probably show let's say if you are a marketing firm or marketing agency can probably show something that would relate to your brand it's okay to show your logo as long as you're not really hard selling remember the stories that works are those that don't sell that never mentions anything about selling a product those are the stories that work those are the stories that people would relate to and if people can relate to them they will buy from you okay? products are non-living things human beings will never connect to a product no matter how good that iphone that smart phone that laptop whatever it is no matter how good how expensive it is you can never relate to that when you are doing video your objective is for them to relate freeze the thumb okay? when they decide to freeze the thumb something strikes them this is something that I need to watch this is something that I can learn from so I will stop scrolling and play the video that's the objective of the video content that you need to create okay? so if you are going to do it on your own what is your holy grail that should be the question that you need to ask yourself okay? what are you? who are you? what are you doing? start with the question are you working sir? what's your job? service manager service manager of customer service customer service so is it for a department store or what? more in general medical devices okay medical devices customers it gets complicated the more I ask question it's like the more complicated your job becomes is there any other easy job here? okay let's try it customer service medical devices okay so practically your company is selling medical devices and you manage the customers like if they complain or if they like your product or if they want to follow up they want to maintain practically want to maintain and repair so if you are going to write a holy grail for that specific industry is you don't start with the product you start with the question why do I need to support my customers that's where you have to start because that's the heart of what you are doing you are practically supporting these customers in their journey after they bought your product okay if you're going to talk about how effective your product is which I think in many ways your product is effective but if you're going to focus on that you lose the essence of what you're doing because customer service exists because there's a bit of a problem on a product it has to be maintained there's some sort of aspect of that product that the customer doesn't understand okay so you can start with the question of do I need to support my customers after buying my product and then you bring them towards the journey okay so whatever you're doing, whatever your job is there's always a question don't everything that your job is boring okay what do you think is the most boring job seems like everyone here is enjoying their job what's the most boring job again accountancy accountancy okay what's the next boring job okay she said accountancy is boring I cannot agree or disagree because I'm not an accountant but she has reasons why she said accountancy is boring so what else do you think is a boring job prime minister you think a prime minister being a prime minister is boring it's difficult being ahead of a company CEO think that's the most boring job because every day of your life you get the troubleshoot you're not even growing I don't know but I think it's the most difficult and boring work so start on the right foot make sure the first 8 seconds you will drive a point and can summarize the whole thing for you why? because going back to the Nielsen data they are already reacting okay so don't waste the first few seconds of your video plan whatever your message is make sure that in the first 10 seconds you nail the point right if it's your video start with that practically the question why do I need to care about the customers why do I need to care about the people who bought this medical devices you already drove a point and end with a breeze you need to have call to action because if you have like a very good video and you didn't tell your audience what to do you miss the point so you need to have a call to action what do you want to achieve after they watch the video okay the last part I want to discuss is the whole design process first is what is your brand message and identity this is now the the approach the whole process of creating that video the holy grail is writing the script the holy grail is writing the script the design process the first one identify what is your brand message or what is your identity because why do you need to identify it because that is what makes you unique that is what makes you unique let's say I have two smartphones anyway there are only two smartphones iPhone and the others just kidding let's say I have two smartphones I have a Samsung Galaxy and an iPhone 6S let's talk about your brand identity iPhone says I'm better than Samsung it's valid right but when Samsung says I'm better than iPhone it's also valid so does it make sense for them to to say that they're better than the other it makes less sense right people would still buy what they want to buy at the end of the day right but why Apple has a huge share of the market is they were able to tell their story in a way that more people can connect if you watch Apple advertising, Apple videos you sell them I don't know if you notice it have you ever seen them tell you buy our stuff? no they don't have one single advertising that tells people to buy their stuff they don't even mention their computer company or their smartphone company their Apple period and people can relate to that brand because they were successful in telling a story that most people can relate to while Samsung also a good phone is struggling to convince people because of the features of the phone because they focus on mentioning why they are better why they have clearer screens or whatnot but people if you bought Samsung it's okay if you bought iPhone it's okay but the reality is once I don't know until now it's still the case but once Apple dominated the market we all agree with that and the mystery is they never said buy from us not once okay so next is identify who is your video for who is your audience your target audience if your target audience are customers you need to identify them clearly otherwise you're gonna be creating the wrong content you will end up doing content for everyone which doesn't work you can never do content for everyone if you want people to respond to your content identify those people and what do you want to accomplish probably to get more email subscribers no? to get more social media followers and to get more interactions there can be a lot of goals that you want to accomplish but focus on one need to focus on one goal again if you want to the person who tries to say everything ends up saying nothing at all remember that focus on a specific audience and focus on what you want to accomplish let's say audience is my customers what I want to accomplish is retain them you probably spend one year focusing on that goal and then the next year is growing them it's a matter of finding it out next on the logistics you need to choose a location for your filming, for your video it can be your house, your office and there are three inside the train wherever as long as you get your story across pick a topic and record yourself the idea is going to use this with a smartphone how do you pick the topic going back to my my earlier point is that should be the one that separates you from the rest going back to my graphic designer example every graphic designer will talk about how good they are but this specific graphic designer the guide will end up having all the customers that's how it works of course post production this is a whole new science but we have youtube you can probably just go through a short tutorial but post production needs time to learn you can probably ask a friend as long as you own the story you know how to film it filming you don't really need anything not that you don't necessarily need technical skills if you're going to be using your iPhone the basic stuff what are the basic stuff make sure you're not filming from the top of the head going up and then the person is talking just show the face start a blog why do I have this here when you create your video content what do you do with that content it's so easy to write a blog if you are able to create a video content it's no problem for you to write a blog do you know Seth Godin anyone know Seth Godin know him why is that guy why is that man ridiculously different from the rest in the past 10 years he's been blogging how often every day Seth Godin writes a blog super basic design but imagine every day he's blogging about creativity so someone ask him like how in the world are you able to do that write a blog per day his answer was interesting he said you are able to write if a person can speak he can write if you can speak for 5 minutes if you write that imagine speaking for 5 minutes and you start writing that instead of just speaking it in words you have your blog if you want to deliver a point which you can say in front of people or in front of a person you start to write it that's your blog feedback for me it encouraged me a lot but there's no way I'm going to blog a day there's no way in this world I'm going to do that but it helped him he speaks in conferences and people would pay him tons of money just because he blogs once a day another thing he said is just keep doing it no one pays you to do it for them which in his case it worked why do you need to start a blog what do you do with your video would you just upload it on youtube and post the link on facebook what do you expect how would the people interact with you write something about the video write an interesting topic about the video why you did it or let's say your subject is a client what did the client say when you were filming your video there are a lot of things you can talk about when you create your content create your video your blog is your landing page for people to watch you and youtube youtube is insane how many videos are being uploaded in youtube if you're gonna just depend on a youtube link and you're just starting it's gonna take you probably twice or thrice the time to get the viewership if you're writing a blog and if you write a blog let's say you wrote a blog under 300 words you pick up phrases from this blog on twitter you pick up 140 characters of meaningful statements that you wrote in your blog and it becomes a twitter post and then post the link to your video or to your blog page that's how you grow your audience that's how the video content for social media works because if you just film a video and edit a video on youtube don't expect anything to happen unless you pay Kanye West to mention you on his next tweet then you get viewership but who would want to be associated with Kanye West I don't want to be and of course be social what are the channels instagram in instagram you can upload probably the first 10 to 15 seconds of your video you can do it of course facebook and twitter lately there's periscope you know periscope who's on periscope they are saying that this is the next wave of social media but filmmakers or video content creators are arguing on the ways being done because periscope is vertical video you practically create an account on periscope and you film yourself or you film whatever but it has to be vertical so there's a whole debate going on whether the vertical video will replace the normal horizontal video but a lot of people are growing their audience through periscope because it has immediate interaction you just film yourself probably doing your stuff and people get to react as it happens I started using it but I still don't know what to do with it so I'm just following people and looking at how they do it but they say eventually it's gonna be big soon especially with twitter deciding to go for the 10,000 characters that twitter it's gonna be facebook soon so we're gonna have two facebooks one is called facebook and the other one is twitter so that's everything I have to share and I hope gave you an idea an idea to start something on your own and if you are you used to be facing a blank wall on how to start doing your own video that the thing is you can do it with or without your camera these professional cameras you can do it with your smartphones as I have showed to you a while ago the iPhone footage it is doable so want to thank the creative crew peeps here the guys who provided me a platform to share if you have questions I think it's about time that you ask it if you have, yes sir so I really want to thank you my question has to do with music background music I think that some of the videos are very good and one of the things I think you didn't speak about was the music interest and I find it very important because it sets the tone at the room like for instance when you showed us the video about the chiropractor I noticed that so my question to you is very simple first of which how do you choose the suitable background music and number two when you source this background music from background music I intentionally left it so we have something to discuss awesome right okay and it's good that you asked it so the rest, but I'm kidding I actually forgot about it anyway music how I do it a lot of video editors have their own way but how I do it is I do the interview so after doing the interview probably I end up with let's say 30 to 45 minutes of the person, the doctor talking it's not scripted the way I do it I throw in the question and they answer it as it is being asked at that moment because you cannot fake authenticity you can always tell if it's reading from a script so my technique is I always throw in the question so they get to answer as they process it on their brain and it sounds authentic it sounds real that's the way they can answer it at that moment so how I do it is let's say I put the 45 minute interview my next stage is I will come up with less than 2 minute soundbite which is whatever he's talking about in the final video and after that I would probably buy download samples two or three sample music sample tracks and then I would play it below the voice so it's it's objective it's a personal preference you know but probably years of doing it I already like I mean it's already in my system to know that I like this music because I'm also a musician myself so I like it I will shortlist the music and then if I like this I'm going to buy this in this is the website audiojungle.net audiojungle.net you can buy 17 USD to 19 USD I mean if it's a client work practically the client would pay for it but also if you want to build your own stock it's a personal investment but there's a website that you can get it for free it's called just google free music archives it's free but the thing about this website is it's like going to a maze they have tons of music to give away for free that you have to suffer finding the right music but for audiojungle.net you can download it as a sample and then when you when you decide you just buy it and replace it then you buy it so those are the sources for music but if you have a musician friend that's the cheapest way to do it because if you would any musicians here okay there's no point in sharing my next point no musicians okay next question I won't if you care what you say to your like how would you I won't as a friend I would do it myself but because if you would notice based from if you go to the website there's a specific pattern which is called the four chord pattern only musicians would understand it so it's a four chord pattern and probably how I would do it if I'm not a musician how I would do it is I'm going to sit beside the person and it's going to play along as the interview is being spoken that's just how it works but make sure you have with an agreement with your friend I'm doing this for you as my friend because if your video makes it big then he started asking you my name in this business is just an option believe me I used to ask as a friend before and then something awesome happened to the project we're not friends anymore sad but true any more questions which pro would you use to do the two minutes on buying edit post production use Adobe Premiere Pro bring bring me yes okay for the phone again depending on your smartphone device if you are able to find a really quiet room and you are this far say you're filming this far you'll get really clear audio but if you want to do it like in the TECA center really crowded don't do your interviews there by the way okay if you are in a crowded place you would need something like this which is a lav mic this is a lav mic I am co-cop to my recorder so I have a microphone on me so I get to tell my mom I did this the night and I get a nice background colors okay so this is an expensive lav mic but there is you can buy the cheapest one is 65 dollars if you're interested it's called because there's this lav mic that's really the mp11 you plug it on your phone why you're filming it when you plug it on your phone okay, probably the mic you can put it here on the table or use like a cool mini tripod like that and if you send a sound well it's good the microphone is good sure lav s-u-r-e-l-a-v they can do it sure, lav okay, any more questions? friends, do you think you're doing a lav video? do you think you're doing it? using videos nowadays there are a lot of brands I can think of like there are me and me of course Apple Cosberg Cosberg, they're really good actually last year Cosberg was on the top content marketing top content marketing video last year, 2015 but Airbnb as an example if you look at Airbnb all their content then you don't talk about those rooms that they are renting out what are they talking about on their content is the places when you go to Airbnb content it would look like a tour when you call this tour package company is providing a tour package because they keep talking about what you can do in that place which provides the value okay she's going to be doing it 25 minutes or so no, those brands for me, number one, Airbnb Cosberg, Apple and if you notice the Super Bowl football we know they're half time commercials it's popular because of the ways being done those are sources of inspiration that you can watch any more questions if you don't have questions, answers they have answers I think it's very interesting that you mentioned because it started off because the more I walk around the more I see people usually for commercial purposes I was at B Cinema because they actually turned out to host us so it's all and then the I forgot which brand they started to make host us or see that as the future I think yes it's the future but my personal take on that was down to the weight and the volume of the content even if someone decides to do it like, you know, Diagonal someone will make and help where the video will be Diagonal we wouldn't know if you were my age, my goodness you would realize what has transpired in the past past three decades past four decades I don't have smartphones before okay, you have to go in a physical library and pray to God that the point must be the right book more questions? okay, thank you very much guys for listening, hope you learned peace