Refresh: The New Main Street Approach Ripley, West Virginia March 7-8, 2017

Transcription

1 Refresh: The New Main Street Approach Ripley, West Virginia March 7-8, 2017 DAY 2 Instructor: Matthew Wagner, Ph.D.

2 Content Outline for Today Wednesday March 8 th : 9:00 10:00 am Presentation by Ripley (about the district, current initiatives, etc) and Q&A from participants about the District 10 am 11 am Review of the Community Surveys and Market Data from Ripley 11 am Noon Tour of Ripley Noon to 1 pm Break for Lunch 1 pm to 3 pm Putting it all together - Developing Draft Transformation Strategies - Discussion around Activities to Drive Implementation - How would we measure impacts? 3:00pm Depart for Charleston 4:00pm Wrap-Up

3 THE MAIN STREET APPROACH DESIGN ORGANIZATION PROMOTION ECONOMIC VITALITY TRANSFORMATION STRATEGY COMMUNITY VISION MARKET UNDERSTANDING QUANTITATIVE OUTCOMES QUALITATIVE OUTCOMES TRANSFORMATION STRATEGY

4 Ways to Collect Information Community Vision Surveys Focus Groups Past Community Master Plans Walk Arounds (Lexington, KY) Chalk Board events During Placemaking activities or as part of the activity During Special Events Town Hall Meeting

5 Surveys of leadership and community Biggest challenges Biggest opportunities What s working particularly well? What s not working well? Downtown would be better if. Three words

6 Ripley Community Survey

7 What 3 Words Come to Mind?

8 Downtown Ripley would be better if? More Restaurants More Parking Miss the coffee shop..bring it back More upscale shopping Infrastructure/Safer for Pedestrians

9 What businesses do you most commonly visit?

10 What businesses would you like to see in downtown?

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14 Survey Work What Does This Tell Us? Survey Work Summary Key Positives Key Negatives Likely Targets

15 Market Understanding Key Information: Demographics/Psychographics Business Demographics Consumer Spending Index Sales Gap Analysis Resources: Know Your Trade Area Zip Code Survey Know Your Business Mix ESRI or other data source Survey of downtown business owners Know your region Know macro trends Know your gut!

16 Some demographic characteristics Population size Population trends Number of households Household trends (e.g., smaller or larger) Median HH income and benchmarks Median age and benchmarks Median age trends Households with children at home Homeownership rates Educational attainment Race and ethnicity and trends Psychographic segmentation ( Community Tapestry )

17 Demographics/Psychographics What Does This Tell Us? Demographics Summary Key Positives Key Negatives Likely Targets

18 Downtown business characteristics Business inventory Number of businesses Business clusters Retail (by category) Restaurant Lodging Professional Manufacturing Number of downtown workers

19 Market Data Summary What Does This Tell Us? Market Data Summary Key Positives Key Negatives Likely Targets

20 Identify possible catalyst strategies Strategy 1 Strategy 2 Strategy 3 Strategy 4

21 THE MAIN STREET APPROACH DESIGN ORGANIZATION PROMOTION ECONOMIC VITALITY TRANSFORMATION STRATEGY COMMUNITY VISION MARKET UNDERSTANDING QUANTITATIVE OUTCOMES QUALITATIVE OUTCOMES TRANSFORMATION STRATEGY

22 How to Select Your Transformation Strategies A Recap Local knowledge and commonsense Light market analysis Demographic data Population trends Household trends Income Racial and ethnic composition and trends Business mix analysis (not just retail) Retail sales leakage Consumer segmentation ( psychographics ) Community surveys

23 Harder Which strategies are a good fit? Starting a new market Builds on existing cluster Small potential market Many competitors Large potential market Few competitors Easier Needs new buildings or infrastructure Uses existing buildings or infrastructure

24 How to Align on a Strategy Test the Market with Community Stakeholders City Officials Residents Downtown/District Constituents Volunteers Present the Findings from Market Data and Initial Survey Work Test the Waters via Vote

25 Ripley Potential Transformation Strategies - Discussion: LOOK OVER DAY 1 PPT CATALYST STRATEGY EXAMPLES

26 Sample Workplan Activities (Ethnic/International District Sample Design activities: Write design guidelines that encourage the use of design elements associated with the neighborhood's culture (e.g., flag colors, recognizable patters, or symbols). Sample Organization activities: Recruit members of the target market to the board of the revitalization organization. Sample Promotion activities: Organize a "Street Fare" showcasing the foods (and arts and music) of the neighborhood's culture(s). Sample Economic Vitality activities: Establish a commercial kitchen where home-based ethnic food businesses can produce specialty foods for retail sale or distribution.

27 Transformation Strategies Work plans Keys: This is not throw everything away and start from scratch This is about transition

28 Strategy-Driven Revitalization Saline, MI Example TRANSFORMATION STRATEGIES: TECHNOLOGY-BASED ENTREPRENEURS RESIDENTIAL DIVERSIFICATION FAMILY-FRIENDLY

29 TRANSFORMATION STRATEGIES: TECHNOLOGY-BASED ENTREPRENEURS RESIDENTIAL DIVERSIFICATION FAMILY-FRIENDLY Organization n Economic Vitality Design Promotion Selection of Strategies Prioritization Alignment / Planning Implementation Monitoring Progress Measuring & Sharing Success

30 STRATEGY: PRIORITIES: WORK PLANS: Organization Promotion Design Economic Vitality Promotes Revitalization Communication & PR Positions as a Center of Activity Events Physical Improvements - Buildings, Public Space Works w/ Existing Businesses Retain/Succession/Expand Promotes Engagement Volunteers, Partners Markets Assets Retail Promotions Design Assistance, Best Practices, Strategic Planning Works with Property Owners - Business /Real Estate Dev. Promotes Investment in Revitalization - Fundraising Promotes Image / Branding Downtown Historic Preservation Education / Awareness Assembling Economic Partnerships & Resources

31 TECHNOLOGY-BASED ENTREPRENEURS TRANSFORMATION STRATEGIES: Activities that align with Strategy / Strategies Econ / Vitality Design Promotion Organization Current Activities Current Activities Current Activities Current Activities

32 TECHNOLOGY-BASED ENTREPRENEURS TRANSFORMATION STRATEGIES: Activities that align with Strategy / Strategies Econ / Vitality Design Promotion Organization Current Activities Current Activities Current Activities Current Activities Other Groups Activities Other Groups Activities Other Groups Activities Other Groups Activities

33 TECHNOLOGY-BASED ENTREPRENEURS TRANSFORMATION STRATEGIES: Activities that align with Strategy / Strategies Econ / Vitality Design Promotion Organization Current Activities Current Activities Current Activities Current Activities Other Groups Activities Other Groups Activities Other Groups Activities Other Groups Activities Potential New Activities Potential New Activities Potential New Activities Potential New Activities

34 Transformation Strategies in Action Brush! Transformation Strategy: Agricultural Economy In agricultural communities, an Agriculture strategy focuses on better meeting residents shopping, service, and entertainment needs and on finding new uses for vacant downtown buildings. ACTIVITIES DESIGN PROMOTION ECONOMIC VITALITY ORGANIZATION Current activities: Storefront incentives Clean-up (April) Downtown flowerpots Potential activities: Walking tour: Tie to Ag Public art hoof-prints to mark walking tour Display historic photos of downtown bldgs in storefronts Display ag-related artifacts from museum in storefront windows Streetscape incorporating ag images 6. Public art: mural? Sculpture? (Ag images) 7. Community garden? Downtown garden/green space Current activities: Antique Tractor Show(?) Ag Appreciation Dinner Cust. Appreciation BBQ Pickers Market Bull Riding event 6. Brush Rodeo 7. Octoberfest Potential activities: Farm to Table dinner on-street, in downtown Farmers Market Christmas/Holiday promo (tie to ag) Sugarbeet bowling contest Current activities: Marketing seminars for biz. (not agspecific) Potential activities: Add/recruit: Work apparel; farmto-table restaurant; local/organic soaps, etc. Partner w/ Extension service to do ag-related business seminars Attract vendors from Octoberfest? Homegrown Brush store Incentive to move businesses downtown 6. Crowdfund a building purchase 7. Pop-up w Brush/local product in MS storefront? Current activities: FFA at Ag Appreciation Dinner Library partnerships Stakeholders: Morgan Cmty College, Hospital, Potential activities: Junior Main Street Connect to Cattleman s Assn? Livestock Exchange: Connect to them

35 Suggested Change/Shift in Workplanning Align at the Leadership level around your transformation strategies Bring everyone together to select the high level tactics within each of the 4 points to ensure committee/task force/staff alignment Break off to fill in how the tactics will get completed

36 Group Exercise Exercise: Use the blank sheet to ID one of your strategies for your downtown Individually fill in what projects you already have in place that strengthen this strategy Brainstorm with the group, other projects you could take on, or adjust existing projects to better align with the strategy

37 Discussion and Questions Thanks!