Marketing Data and ROI

Data-Driven Decision Making in Marketing & Event Planning  

Who are we trying to reach, and who do we actually reach? How do we use that information to plan and promote events for a diverse audience. Speakers will explore examples of how research, data collection and marketing tactics were used for an arts and culture series in downtown Philadelphia. Discover how data helped the marketing team collect pedestrian counts, attendance figures and attendee geography, and how it assisted in advertising and other outreach efforts. 

Advancing Places: Get Your District Back Online With Digital Advertising

There’s never been more need to quickly bring our districts back on track. Digital advertising is the most efficient channel for increasing foot traffic, event attendance, and sales… but only when it’s done right. Learn how Downtown Norfolk used digital ads during the pandemic to become the country’s top travel destination, shattered Restaurant Week records, and emerged with extraordinary momentum.

Strengthen Your BID Through Branding

How do you brand something as complex as a city? Two BIDs talk through how their successful rebrands not only modernized and unified their identities, amplified the effectiveness of all of the organization’s endeavors, increased the recognition the BIDs got from stakeholders, and saved time and money – but also accomplished something larger. Rebranding positioned both BIDs to move from identifying their communities as a “place” to representing a “destination” – answering the questions “Why visit here?” “Why live here?” and “Why invest here?” No matter the size of your BID, these branding insights will make your work more effective.

Driving Retail Growth with Holiday Pop Up Shops

With over 50,000 square feet of retail space available in a six-block radius, the Downtown Partnership of Colorado Springs, CO stepped in to attract new temporary, pop-up businesses during the holiday season as a means not only filling vacancies, but attracting customers to help preserve the retailers that still remained.

Everybody Innovates Here: Accelerating Innovation and Entrepreneurship Downtown

This session will show how to develop a higher-impact, sustainable, inclusive and more effective way to accelerate innovation and entrepreneurship downtown through programs, places, nerve centers, districts and ecosystems. Two case studies will illustrate these concepts: a downtown district in Metuchen, NJ with over $100 million of investment since 2016, and Makerhoods, innovative live-work space, also in New Jersey. These examples will show how innovation is achievable by everyone.

If You Build It, They Will Come – Building and Promoting Your Retail Destinations

This session delves into attracting a consumer base in the changing retail environment through the creation of specific economic development initiatives and strategic destination marketing to drive traffic. Using two case studies, the Selden Market and Glebe Spree 150, Speakers will discuss the relationship between building retail spaces and promoting those places to draw consumers again and again.