Madison s Central Business Improvement District. The BID. Annual Meeting September 18, 2017

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1 Madison s Central Business Improvement District The BID Annual Meeting September 18, 2017

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3 What is a BID It s a Business Improvement District? Initiated by private sector Enabled by State Statute Allows commercial property and business owners in a selfdefined area to enhance and promote the district Self-assessment tool to generate ongoing funding

4 Madison s Central BID Profile Included properties: 205 Businesses: 350 (retail, restaurant, entertainment) 21 member Board of Directors comprised of property owners, business owners, non-profit representation, students and residents Two full-time staff persons Two part-time staff 20+ ambassadors

5 BID Area = yellow

6 Madison s Central BID Profile Established 1999 by private sector leadership after a two-year process Annual Operating Plan developed by the Board of property and business owners, and approved by City Council Reauthorized at 5 year intervals by property owner vote Reauthorized in 2014 for

7 BID Mission The AIM of Madison s Central BID is to increase the vitality and health of the district and promote business within it. The CONSTITUENTS are the property and business owners within the district. The ACTIONS of the BID are to: MARKET the District as a whole create a WELCOMING ENVIRONMENT Develop PROGRAMMING to draw visitors and residents into the District OUTREACH on issues affecting the District develop COMMUNITY RELATIONS

8 BID Board Meetings Held the first Thursday of each month. Noon-1:30 pm Hovde Building 122 W. Washington Ave. 1st floor conference room Open to the public. BID business, property owners encouraged to attend.

9 BID Budget REVENUE 2016 ACTUALS 2017 FORECAST ASSESSMENT 266,936 $263,940 MAP ADVERTISING 60,145 $65,000 DONATIONS 24,750 25,610 PROGRAMMING FUNDING 69,000 50,000 INTEREST INCOME/OTHER 5,750 28,000 STARTING BALANCE 32,298 12,000 TOTAL 458, ,550 EXPENSES 2016 ACTUALS 2017 FORECAST MARKETING 124, ,000 WELCOMING ENVIRONMENT 87,760 87,760 PROGRAMMING/EVENTS 69,000 70,000 OUTREACH/COMMUNITY 4,500 12,550 BUSINESS DEVELOPMENT 1,609 8,000 ADMIN/SUPPLIES/RESERVE 171, ,240 TOTAL 458, ,550

10 TOP Things the BID DID: 1. Held the first ever MADISON NIGHT MARKET More than 5,000 people attended each of 3 events 2. Opened the Summer in YOUR City Café Public seating at the Top of State street over the M-F lunchtime 3. Coordinating a unified winter promotion with major partners to have more events and more lights Shine on Madison! November 18 at 6:08pm 4. Worked with City agencies to accept and begin implementing recommendations from the Downtown Retail Study

11 Marketing - Overview CHANGES in 2016 & 2017 >>> More focus on resident and visitors More social media and technology focused More events to draw people downtown Objectives: Promote district as shopping, dining and entertainment destination Target specific markets - locals, visitors, & students Organize, develop and subsidize advertising opportunities Market downtown as a place to locate a business Create welcome vibe Create innovative new reasons to come downtown

12 Marketing Downtown Map & Guide Lists 370 businesses, organizations, destinations 150,000 distributed annually Available at special events, in stores and at the visitors centers

13 Marketing visitdowntownmadison.com Business directory, events, parking, commercial real estate, district news Approx. 470,000 unique visitors/year Business Directory is top content for page views, searches

14 SOCIAL MEDIA Marketing Downtown Madison Increased to 9,000+ FB fans up from 5,000 at the start of the year Added and shared public events from partner organizations visitdowntownmadison

15 Additional Marketing Co-op Advertising Special Shop Around Events Special Event Websites and Social Media Channels Holiday Season Advertising Business Recruitment & Retention 2016 Retail Market Study 2012 Updated Downtown Market Data Fact Sheet Co-funded Market Analysis Study in 2007

16 Special Events - OVERVIEW BID supports events to drive customer traffic downtown: Produces and promotes events Supports key GSSBA events Support business owner-organized events Partners on other events to foster positive results for businesses The RETAIL STUDY supports increased efforts here! 75% of people who made a retail purchase downtown, first came downtown for another reason!

17 Madison Night Market Started in Summer 2017 May, June and July 2 nd Thursday of the Month Madison Night Market Media #MNM Exploded MadisonNightMarket.com FB page has over 7,200 fans Already! The Madison Night Market is designed to draw more retail interest to the district. Vendor pricing favors businesses already in the district, vendors who supply downtown retailers and unique specialty artisans.

18 Madison Night Market More than 5,000 people attended EACH market for more than 15,000 total visitors 100% of Vendors want to return 96% of Attendees will come again!

19 Madison Night Market I thought the set up at the Gilman and State intersection was smart... utilizing the park for music and parking lot for a beer garden. Loved the vendors - some familiar and some new! Loved the variety of entertainment and vendors. Liked the social media presence (reminded me it was going on without posting too much). Loved it overall!! I enjoyed the casual block party feel. Good mix of food vendors, merchants and entertainment.

20 Holiday Open House Started 2008 to help downtown capture share of post-thanksgiving holiday shopping Expanded to 2 days Boosted sponsors, events, marketing Trolley ridership up 46%; merchants reported increases in YOY sales 2016: Expanded to 3 days! THIS YEAR THE EVENT IS NOVEMBER 24 26!

21 Downtown Madison Family Halloween Started 2007 to reposition Halloween in downtown Madison as safe and family friendly Now a Madison tradition with strong attendance and positive PR THIS YEAR THE EVENT IS WEDNESDAY OCTOBER 25, 2017!

22 Marketing Other Group Events BID staff supports key GSSBA events that drive customer traffic downtown.

23 Marketing Other Events In addition to a partnership with GSSBA to promote their events, the BID partners with other organizations to drive businesses to BID locations. Other events include: FreakFest Make Music Madison UW Madison Homecoming, Parents Weekend, Badger Family Spring Visit, new & incoming student events

24 Welcoming Environment - OVERVIEW Objectives: Create an attractive environment Welcoming to customers, employees Support businesses Programs: Downtown Ambassadors Plantings Seasonal Lighting and Trolley Welcome Programs Gift Certificates

25 Downtown Information Ambassadors Two downtown locations plus conventions, events. Year-round since 2010 Foster safety, welcoming environment Weekly deliveries of maps, event flyers, info directly to BID businesses.

26 Downtown Visitors Center Open daily year round Located in Lisa Link Peace Park 452 State Street Also serves as home for the NEW Madison Night Market 452 State St.

27 Gift Certificate Program Drives dollars to downtown businesses Free and easy to participate Sales avg. $70,000/yr. since sales of $78,000 Approximately 170 BID businesses accept the Gift Certificates

28 Plantings and care, over and above basic city services BID funds plantings in 100+ downtown planters and beds throughout District Partners with city to maximize quality and efficiency Planting Program

29 Seasonal Lighting 250 Winter Snowflake Lights throughout the District In 2015 the BID upgraded lamps, refurbished fixtures with support of GSSBA, MGE Planters with seasonal floral More than 50 planters sprinkled throughout the district are planted and maintained by the BID and a partnership with the city.

30 NEW EVENT SHINE ON MADISON! Shine on Madison Holiday Lighting Ceremony Saturday, November 18 6:08pm Top of State Street 7 BID LARGE Light Displays 7 Community Planter Displays 5 Special Planter Displays 52 Planters with seasonal floral

31 Welcome to the BID Program New Business Welcome Program Information packet orients businesses with BID information and resources. Meet with new Businesses to present an overview of BID programs.

32 Welcome Gift Bag Program Welcome Bags New Resident Bags Holiday Trolley Bags

33 Programming - OVERVIEW Goals for BID Programming: Activate public spaces Increase positive uses of public spaces Enhance areas for community, business/cultural district

34 Summer Programming NEW in 2015 Expanded in 2016 Branded SUMMER in YOUR City Weekly activities & events Run May September in 6 public spaces in the district Renewed and focused efforts in 2017

35 Summer in YOUR City Mix of music, arts, crafts, retail, children s activities, and popup or drop-in events 3-4 events per week 100+ events scheduled May-September

36 Summer in YOUR City Cafe Public, open seating Open M-F, 11 2p More than 5,000 users!

37 Objectives: Outreach - OVERVIEW Inform business and property owners about City issues, policies and programs affecting the District Enable business, property owner participation in public process Work closely with City staff and elected officials Partner with other organizations on areas of mutual interest

38 Methods: Weekly BID Update sent every Tuesday Ambassador deliveries Special subject s Outreach Major/Ongoing Topics: Construction & Mall Maintenance Services Parking & Signage Events & Safety Marketing Opportunities & Sign Up Forms

39 Community Relations - OVERVIEW Objective: Enable communication and maximize compatibility among users of the district. Major Initiatives: 1. BID Member Communication 2. Relationship Building

40 Community Relations BID Member Communication Weekly e-newsletter highlights BID news, advocacy, events and marketing. Website with News, Meetings, Minutes. Ambassadors visit member businesses to provide face-to-face communication.

41 Community Relations Relationship Building Board members and staff involved in: Greater State Street Business Association Downtown Madison, Inc. Downtown Coordinating Committee Greater Madison Convention & Visitors Bureau UW Campus and Visitor Relations UW Chancellor s Office Arts & cultural organizations

42 Current Projects Shaping the Future of the District Downtown Retail Study Wayfinding signs Pop-up/Nitch Opportunities Can we continue Retail Improvement Grants Retail Façade Grants Parking Safety

43 NEXT YEAR 2018! Continue the Madison Night Market and popup opportunities for retailers Develop a Retail Ready program New visitor booth (and vending kiosks to match) for the top of State Street Pedestrian counters Mobile optimized Website District expansion

44 Madison s Central Business Improvement District The BID Annual Meeting September 18, 2017