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.
Madison Night Market
A late 2016 study of downtown retail, conducted by the City of Madison and the BID, entitled “Ensuring a Vibrant Downtown Retail Destination” encouraged retail pop-ups, shop-around promotions and specialty markets as strategies to support a healthy retail district. As a direct and immediate effort to undertake strategies recommended from the study, the BID hosted the 1st ever Madison Night Markets.
Reimagining Girls’ Night Out
Oh man, Girls’ Night Out? Hasn’t that been done (to death)? Hold on a second, though. Downtown Somerville’s Girls’ Night Out is worth a look exactly because the concept is…well, maybe a little moth-eaten. If you can give an event enough of a makeover to change minds about what Girls’ Night Out is supposed to be, sell out the event a week in advance, and give skeptical businesses one of their most profitable nights of the year (at least 65 conversions on average), that’s worth talking about.
Shop for a Cause Day
The spirit of giving. Fabulous shopping. Making a difference. These are the hallmarks of Portland Downtown’s Shop for a Cause Day, a cherished community event that captures hearts while creating change. Shop for a Cause Day is designed to raise funds and awareness for local nonprofit organizations while, at the same time, showcasing our vibrant small-business community.
Things Are Looking Up: BLINK Backstage in Downtown Cincinnati
In October 2017, downtown Cincinnati saw itself with new eyes during the inaugural BLINK light and art festival. The four-day, free event was one of the largest light and art events in the nation, featuring 57 large-scale light installations projected onto iconic buildings and landmarks throughout 20 city blocks. Over one million visitors came to see BLINK, an event that showcased the city’s revitalized urban core, celebrated its historic architecture, and drove record setting traffic downtown.
Year of Wisconsin Avenue
Milwaukee’s Wisconsin Avenue has long served as the State’s civic and cultural “Main Street.” In spite of a recent resurgence of private investment within 16 of the Avenue’s most prominent properties, the corridor lacked the pedestrian-level vibrancy that peer-cities exude. That is, until the summer of 2017. Milwaukee Downtown, BID #21 declared 2017 “The Year of Wisconsin Avenue,” with a series of public art and quality-of-life initiatives that reshaped the Avenue as the community living room.
#IgoDowntown Music Video
The Louisville Downtown Partnership (LDP) hosted a launch party featuring the world premiere of the “#IgoDowntown” a music video to promote the downtown brand, showcasing local musicians Jecorey “1200” Arthur, Laura Ellis, Gayle King, Love, Joy and Faith, Frankie Moody and Ben Sollee. The upbeat video, filmed on locations throughout the Downtown area, also includes special performances by CirqueLouis, Dance 360, The Louisville Leopards and Squallis Puppeteers.
Golden Triangle Neighborhood Plan
The Golden Triangle Neighborhood Plan, unanimously adopted in 2014, outlined a vision, goals, plan framework, and implementation strategies for the eclectic district’s evolution and continued improvement. The Neighborhood Plan set forth a comprehensive, holistic approach, weaving together a nuanced set of strategies that collectively fostered an eclectic, creative, connected, and livable Golden Triangle.
Looking Ahead Video
Downtown Seattle is experiencing record growth and investment. It seems everywhere you look there are cranes. While most DSA members and stakeholders view this development as positive, there are those who remain frustrated with the impact on mobility. To focus attention on the future instead of the inconveniences the DSA Communications & Marketing team produced a video using renderings of major projects to paint a picture of the future, allowing people to see Seattle’s skyline
Music in the Park 2017 Marketing Campaign
With a newly created Marketing, Communications and Events Director on staff, San Jose Downtown Association took its four-concert Music in the Park series marketing to a whole new level, focusing on on-site digital photo kiosks, email marketing automation and strategic social media. Not only did Music in the Park achieve record attendance and revenues, marketing for the 2018 season and beyond has gathered momentum and general Downtown San Jose marketing capabilities have improved dramatically.
Oswego, New York, DRI Strategic Investment Plan
The small city of Oswego parlayed a $10 million state grant into more than $50 million in new downtown investment. Even after years of decline, Oswego retains some important assets to build on: walkable scale, historic buildings, and a beautiful setting on the Oswego River. The city won state funding to create a plan that identified specific projects, explained how they would benefit downtown, and showed that they could attract other money.