Downtown Overland Park Partnership Quarterly Report to the Community Development Committee March 6, st Quarter

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1 Downtown Overland Park Partnership Quarterly Report to the Community Development Committee March 6, st Quarter New businesses Since last report, eight new businesses have opened and remain open. Jessica Alstrom, RDN Jan Comeau, LSCSW Heavenly Hands Massage Alcohol Safety Action Project Heartland Consultation Unique Finds Greater Kansas City Realty InterUrban ArtHouse 2012 opens = closures = 24 Net gain = 15 Occupancy rate: 91% (will fluctuate throughout the year) Available square footage: 838,723 Occupied: 802,758 or 96% Business education sessions In January, DOPP and the Culinary Center of Kansas City hosted a session on robbery mitigation, provided by Officer Bill Koehn and attended by nearly two dozen people. Strategic Plan & Main Street Brand and Image Design and implement new brand and image campaign for DOPP The main street ECONOMIC RESTRUCTURING team has begun this process by researching a possible contractor to provide a comprehensive market study, the results of which will guide the work of all teams. The promotion team will then take the reins to guide the rebranding effort. Landscaping Partner with city to execute a new plan The main street DESIGN team, recently submitted a grant application in hopes of funding phase 1 of a 3 phase landscape renewal project for Downtown. If funded, phase 1 could be implemented in the spring of 2014, which would include landscape beds along both sides of 80 th Street from Metcalf to Conser. The city s landscape architect is generously developing a landscape master plan incorporating all new soil, plant material and mulch. The city has repaired irrigation along 80 th street in preparation for new material. The plan includes a greater number of native, sustainable plants and grasses, providing color and interest throughout the year. Economic Development Makes jobs, capital investment and new residents the #1 priority for DOPP The ECONOMC RESTRUCTURING group (which could be defined as business development ) has formed and will begin looking at the main street recommendations. Foremost, the consultants recommended the Partnership shift its focus to developing, supporting, and growing entrepreneurialism. The executive director will continue her economic development education through the International Economic Development Council and has begun attending trainings designed for entrepreneurs through the KSBDC, SCORE and the SBA to be better equipped to guide potential and current downtown entrepreneurs.

2 Events and Activities Assess and evaluate events The newly developing PROMOTIONS team will be tasked with assessing current events and activities. A sub committee for retail promotions will consist of those who directly benefit from those promotions. And, should the group decide to implement a new event, a sub committee will be developed for that. Parking Garage Work to develop additional parking for workers and visitors As noted in late 2012, DOPP has committed $5,000 in matching funds for a grant recently awarded to the city through MARC. The grant will fund the study of best practices for developing a parking garage or garages in Downtown. Marketing plan The 2013 Farmers Market marketing plan is nearly final, currently being approved by the City s leisure services department. The comprehensive plan will target seniors, young families, late season and Wednesdays and include a mix of traditional media and online advertising promoting the market. A complete plan is included in this packet. A Downtown marketing plan is soon to follow. Events Major events have been scheduled for Farmers Market promotions various dates April 13 through November 23 Farmers Kitchen Series (demonstrations & festivals promoting seasonal produce) Concerts Fall Festival Parade Saturday, September 28 Trick or Treating Saturday, October 26 Mayor s Tree Lighting Friday, November 15 or 22 (pending)

3 Rev. 2/25/13

4 Overview The Overland Park Farmers Market celebrated its 30th season in 2012 with robust crowds, engaging demos, entertainment and promotions, and an extended schedule. This year s market opens with a vendor waiting list and plans to operate through November. In an effort to sustain and build upon the 2012 market s successes, the 2013 season will continue many of the same activities but in a way that increases attendance on all Wednesdays and Saturdays in the late summer and fall.

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7 Marketing efforts are intended to: Increase attendance; Objectives Educate customers about the benefits of buying and eating fresh, local food; Inspire customers to experience new foods and preparation techniques; Create a festive atmosphere to enhance the experience of buying from the OPFM.

8 Goals Boost attendance at Wednesday FM Boost attendance at Saturday FM in late summer and fall Provide educational opportunities for customers to learn more about food sold at the FM Promote opportunities for low-income customers to buy from the FM Provide customer learning opportunities focused on preparing local, in-season food Engage children with activities designed to enhance their FM experience

9 Key Messages Buy and eat healthy, local food Take advantage of in-season produce Support local farmers and local communities Healthy local food systems are environmentally sustainable Know more about where your food comes from

10 Tactics In addition to events and promotions, a mix of traditional paid media and earned media tactics will be used to ensure consistently strong attendance throughout the FM13 season. In accordance with stated goals, media will target specific audiences.

11 Audiences Women, 25-54: household decision makers Women, 25-54, with children (Power Moms) Children: market influencers Low-income residents: access to healthy food Local residents with an interest in food, cooking, gardening and healthy lifestyles Residents of areas outside OP who enjoy exploring the region

12 Tactics Media Paid Print Ads KC Star, Grow section Gardening enthusiasts Pitch, Summer Guide Where younger regional demo and low-income demo go to find out what s going on Tends to get multiple uses and is passed on to friends/family. TasteBud, May and Oct. issues Readers are healthy food enthusiasts Greenability, April/May & Oct./Nov. Readers care about environmental issues, sustainability and healthy lifestyles

13 Tactics Media Radio: a cost-effective way to target with message frequency. Repetition is key! KCUR 89.3 FM (late season) Highly educated, health-wise adults, ages High drive time reach and diverse demo for cost Harvest Public Media subsidiary produces stories about Midwest agriculture Radio Disney (Wed. events) Paid Great way to reach mothers of young children Potential for live remotes and event support

14 Tactics Media Paid Outdoor Advertising JO ads (tails) Approximately 988,830 impressions per month Moving billboard New transit center by FM

15 Tactics Media Paid Outdoor Advertising Banners at each side of the market Large banner on Metcalf Bank lawn at 79 th and Metcalf Flag banners on DOP streets, mid-march-aug. (56)

16 Tactics Media Paid Online Advertising: A great way to geo-target by location, interests and other demos. Google (Wed. & late season) Facebook (Wed. & late season) Pitch (Summer events) KC Star (Mom2Mom blog)

17 Tactics Media Paid Promotions Notes Cost Apr May June July Aug Sept Oct Nov Print KC Star: Grow Spring/Fall $500 Grow TasteBud Magazine Apr/May & Sept/Oct $1,000 TasteBud TasteBud Greenability Fall $400 Grnbility Pitch Summer Guide $500 Pitch Summer Guide Radio KCUR Sponsorship Fall campaign $2,000 KCUR Radio Disney Early Fall $1,200 Disney Outdoor The JO: "Tail" ads Six tails / Three months $3,000 JO Street banners 56 Posters Oversized schedules $150 Posters Online Google $1,500 Google Google Google Google Facebook $1,500 Facebook Facebook Facebook Facebook Facebook Pitch Calendar section $500 Pitch Pitch KC Star Mom2Mom blog $700 Star Printed Materials Brochures / Factsheets FM education piece(s) $500 FM Education Giveaways Market bags Same as last year $700 Bags T-Shirts Same as last year $850 T-shirts Misc. promo giveaways Intro new promo late season $500 New promo Total Promotions $15,500

18 Tactics Media Earned City of OP website Social media Blog Community calendars E-newsletter column Market newsletter (printed) OP Overview newsletter Media relations

19 Tactics Media Earned Media relations Pre-season press kit General info: dates, hours, etc. Schedule of events Chart outlining when produce is in season Short history of market Vendor listing News release Story ideas Frequent story pitches

20 Events Farmers Kitchen Food preparation demos on the first Saturday of every month Also the occasional third Saturday and Wednesdays Featuring local chefs and vendors (Give specifics) Featuring in-season produce and budget cooking tips Health / nutrition educational materials will accompany demonstrations

21 Events Clock Tower Concert Series Most concerts booked on the second and fourth Saturdays Featuring local acts and many different genres Wednesday concerts feature children s performers Working with Mysteryscape Books on a new children s theater series

22 Events JoCo Extension Presentations April 27: Garden Day Gardening tips and info about early season planting July 20: Beat the Heat Gardening tips for hot summer months October 19: Fall Cleanup Composting and preparing gardens for winter

23 Misc. Events Health-themed presentations Partner with sponsors (SMMC) Photo Contest (Mid-Late season) Bike-to-Market Day (Spring or late season) Working with local businesses on concepts for children s events on Wednesdays Children s activities focused on identifying local, in-season produce Harvesters food demos for children

24 2013 Schedule of Events (Some dates not final; Still booking demos)

25 Misc. Promotions Market basket giveaways (all season) Brunch under the clock contest (four winners) 1 market basket $10 in market cash to shop in market Brunch for 4 Exclusive seating at a clock tower table 4 day passes to MRCC T-shirt sales Fall promo item giveaway (end-ofseason recipe books?)

26 Misc. Deliverables In-season produce fact sheets In-season produce recipe cards Debit card and SNAP fact sheets Event schedule posters Blogging Guest blog for OP CVB Weekly FM Blog Monthly e-newsletter Bi-weekly market newsletter (printed)

27 Measurement of Success Track traffic to FM page of OP website Track FM attendance Also track attendance at events, such as concerts and demos Track reach of Facebook posts Track media coverage Monitor blog views and comments Keep log of media inquiries Keep log of public feedback Surveys and polls on blog, Facebook, e-newsletter, etc. to gauge public opinion