Marketing, Communications and Events
Place managers narrate and communicate the identity and outward facing mission of the place to residents, tourists, businesses, and other stakeholder groups, thereby communicating the place’s unique brand. By expressing the identity of the place, the brand should invoke a sense of place, leaving individuals with the intangible feelings that one gets when engaging with the authenticity of the place.
The brand is used to market the place to these various stakeholder groups, attracting and inviting them to live, work, play and invest in the place. A diversity of tactics are used to market a place ranging from events, messaging, online engagement, street-level activation and more.
To Outsource or Not to Outsource: How to Monetize Events
Does your organization produce numerous events? Is it labor intensive and are you asking yourself should we be doing these events in house or outsource to a vendor? Attend this session and learn from practitioners with different perspectives on why they do events in house and/or outsource.
The Neighborhood Your Brand Built
Managing a brand is just as complex, challenging, and occasionally joyful as managing a place is. In the age of social media and global competition, districts rely on brand to communicate their character and deliver impressions. Though varied in scale, geography, and governance, these districts share a common understanding of the vital role place brands play in expressing the essence of a location.
Engaging Millennials and Shoppers in the Digital Age
Millennials have built a reputation as the digital generation and although convenience and price are critical to keeping these customers, their spending patterns and lifestyle preferences suggest they also place value on personalized experiences and brand authenticity, both, in-store and online. This session brings together experts in the field of downtown marketing, website development, and Facebook marketing science to share best practice on successful downtown and small business marketing.Read More
Trash Talks: Approaches for a Waste-Free Public Realm
The cleanliness of a neighborhood’s streets and sidewalks is one of the most visible metrics by which urban place management organizations are evaluated. BIDs get firsthand experience with the impacts of too much trash on budgets, pedestrian activity, and business retention. Practitioners will share learnings on moving towards a sustainable and waste-free public realm by partnering with property owners and businesses and implementing innovative solutions.
Wake Up and Smell the Residents: How Residents are Changing the Place Management Industry
This session will review the growing role of residential in downtowns and the importance of integrating residential uses into place management. Panelists will offer tools to accommodate residential needs in healthy and complete communities. Highlights of IDA’s 2016 Top Issues Council on Downtown Residential will set the stage for a discussion about working with residents in place management organizations.
As urban district professionals, we are all trying to create the foundations for growing new businesses, filling vacant spaces, and creating new jobs and vibrancy. Our expert panel will discuss how different cities and institutions are driving innovation, launching and running successful incubator spaces, and working with private and public partners to cultivate the right environment for new businesses to develop, grow and thrive.
Shop Small: Supporting Independent Businesses in Your Community
Supporting local, small businesses is important to the regional economy. In this session, youll hear from three communities who utilized Small Business Saturday, an annual U.S. small business holiday shopping tradition created by American Express in 2010, to help initiate year-round Shop Small movements in their districts. Learn how to find local partners, leverage social media and activate your downtown to make a big impact on your small business community.
Activating Uncommon Spaces to Produce Memorable Events
From empty alleys to mall parking to sidewalks, the uncommon spaces of a community can provide the perfect location for “outside the box” events designed to revitalize the area. By activating these forgotten spaces, you can make the most of these unused urban assets and bring new life and crucial economic development to your community.
If You Build It, They Won’t Necessarily Come: Re-Shaping The Narrative of a Place
After years of work, your place is improving: business is good and streets are clean. But old reputations die hard, and problems remain framed a certain way. What if we want people to see places, problems and possibilities differently? Hear diverse places share how they used public space management, programming and public-private partnerships to change the narrative, and offer for discussion and commentary the perception or problem you want to change.Read More
Culture is Key
From urban adventure games and the world’s largest steampunk festival to some of the best Christmas markets in Europe, cities in the UK are actively developing cultural and events programmes that nurture local distinctiveness and attract people and trade. Learn how they engage with partners and develop a cultural strategy that is engaging and sustainable without spending millions.