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.
Strategic Re-branding & Communication Effort
With archaic branding that only focused on one main street, the Downtown Tempe Authority (DTA) desperately needed to create a brand that encompassed their entire downtown, including residents, businesses, and other stakeholders. In addition, the brand elements needed to communicate to various audiences how they could interact, engage, and experience the place. The results of re-branding brought back many groups that were once alienated from downtown Tempe.
New Development Meets a Neglected Neighborhood
Congress Heights Community Training and Development Corporation developed a framework for investing in a place-based inclusive economic and social development strategy centered around Congress Heights. It was built on extensive community engagement with a broad variety of stakeholders, from large developers to local youth, to city economic development officials, to local civic association members and more.
Making the Switch: Branding the Organization
In 2011, the Downtown Denver Partnership acknowledged the need for a cohesive brand for downtown Denver and embarked on a branding campaign that encouraged residents, visitors, and employees to enjoy all that downtown Denver had to offer. The downtown Denver brand was already beginning to surface organically as the city emerged from an economic downturn, and the Partnership embarked on creating a strategic marketing strategy to more intentionally encapsulate the place brand.
BID Responses for Emergency
BID’s play an important role as a liaison between the public and private sector. Downtown stakeholders rely on BID’s to ensure they receive accurate information regarding critical incidents that affect the people working and living downtown. Join this session to hear from subject matter experts about the role BIDs can play in emergency preparedness, planning, response, and recovery. Become a BID with a robust emergency plan and notification system prepared to respond and recover
The Importance of Campus Edges to Community
How a thoughtfully designed campus edge, and its seamless connection to the community adjacent to campus, contributes to the overall success of a town/community.
Innovative Approaches to Commercial Tenant Attraction and Engagement
There has been a gradual expansion of a BID’s role to influence the commercial vitality of their communities. BIDs can ill afford to sit on the sidelines and watch market forces shape its area of management and must be active change agents to ensure a desired business mix, optimal occupancy levels, and that the district is a reliable investment opportunity. Learn from three BIDs engaging different techniques and partnerships to actively recruit and attract new commercial businesses.
Economic Development 101 Tale of Three Cities – Cleveland, Milwaukee, New Haven
The urban place management organizations in New Haven, Milwaukee, and Cleveland all developed unique strategies to enhance economic development in their downtowns. They took different approaches (board retreat, organizational strategic plan, BID renewal and satisfaction survey) to identify their new economic development focus. New Haven focused on retail and storefronts, Milwaukee on office and new businesses, and Cleveland on business recruitment and retention.
Transforming Downtown Transit Streets
Great streets are the hallmark of successful cities. In cities that lack underground rail, surface street buses are the lifeblood of downtown mobility, and one or two streets can act as dedicated busways. In addition to carrying people to and through downtown, these transit streets are also important pedestrian corridors. Learn how Denver, Minneapolis, and Seattle are reinventing the way they do transit and manage their transit streets.
Surviving the Retail Apocalypse: Designing Storefronts that Sell
While retail retreat dominates the headlines, examples abound of innovation in storefront design, visual merchandising and unique experience for customers. This panel will demonstrate components of storefronts to help them sell – from doors and windows, to lighting, visual merchandising and more. Innovative approaches to design will be highlighted including activation of vacant storefronts and the public realm around them, and creative approaches to funding projects.
Sponsorships, Marketing and the Controlled Chaos of Events
This session is designed to aid districts in navigating the ins and outs of event sponsorships and marketing. Learn about knowing what types of events best suit your districts, when and what to market, as well as how to capitalize on sponsorship opportunities. Case studies include Pittsburgh’s “Picklesburg,” Wilmington’s hurricane recovery events and Hartford’s multitiered space activation.