Transcript Maximizing Marketing - VisitDowntownMadison.com

Madison’s Central Business
Improvement District
Annual Meeting
August 15, 2006
BID Statistics
• Number of Properties: 204
• Street level businesses: 300
– 37% restaurants, bars, other food/drink
– 32% retail
– 31% service businesses
– 80% locally-owned
– 5% locally-owned franchise
– 11% nonprofit
BID Profile
• 7th year of operation
• 17 member Board of Directors
• Two staff persons
BID Board of Directors
Trudy Barash – State Street Property Owner
Tom Beach – State Street Business Owner
Kristine Fauerbach – State Street Business Owner
Michael Goldberg – Tax Exempt Entity
Lori Kay – UW Madison Representative
Sue Krug* – King Street Business Association Representative
Larry Lichte – West Main Business Owner
Pat McGowan – State Street Business Owner
Mario Mendoza* – City of Madison Representative
Maria Milsted – State Street Property Owner
Brian Mullins – Capitol Square Property Owner
Gregg Mulry – Downtown Resident
Stacy Nemeth – Capitol Square Property Owner
Rick Petri – DMI Member
Hawk Schenkel – GSSBA Member
Mary Lang Sollinger – Downtown Coordinating Committee Rep
Michael Verveer* – District 4 Alder
BID Staff
• Executive Director – Mary Carbine
– Began in March, 2006
– Past Director of the Wisconsin Film Festival
– Extensive experience in marketing,
fundraising, events and community relations
• Programming Coordinator – Mitch Freund
– Began in September, 2005
– Previously with Milwaukee’s BID #21
Areas of Strategic Focus
1. Advocacy Efforts
2. Maximizing Marketing
3. Community Relations
4. Welcoming Environment
Advocacy Efforts
Objectives:
• Be at the table when issues concerning
the district are discussed.
• Be respected by decision makers and
stakeholders.
• Have the ability to influence decisions
regarding the district.
Advocacy Efforts
Major Initiatives:
•
•
•
•
•
Safety
Parking
Construction
Halloween
Downtown Dynamic
Advocacy Efforts - Safety
• Meeting and communicating regularly with
Mayor’s office, Police department and the
State Street neighborhood officer.
• Will continue to provide pressure regarding
downtown safety and advocate for the
safety of residents and visitors.
Advocacy Efforts - Parking
• Successfully advocated against enforcement hour
increases for downtown meters.
• Continue to advocate for a mid-State Street
parking ramp at the Buckeye Lot. Emphasize the
need and, original intent, for ample short term
customer and visitor parking.
• Recently met with City staff and sent letters to the
Mayor and Alders.
• Will provide input on Parking Utility marketing
plans and RFP.
Advocacy Efforts – Construction
• Staff attends all construction meetings
and sends weekly updates.
• Successfully advocated for the hiring of a
design consultant for the 500-600 blocks
to ensure that construction can be on
track for 2007, instead of delayed until
2008.
• Orchestrated process to seek business
input into 500-600 design.
Advocacy Efforts - Halloween
• Successfully advocated against a special
assessment district on State Street to
cover City expenses.
• Successfully advocated against the total
shutdown of State Street.
• Working closely with the Mayor’s office
and City staff to advocate for a gated
event.
Advocacy Efforts - Halloween
• Mary is able to provide her considerable
event planning experience to the City staff
as they continue to shape these plans.
• Continue to seek input from area
businesses and property owners and will
actively advocate for their interests.
Advocacy Efforts –
Downtown Dynamic
• Focused on business retention, recruitment
and expansion.
• Market Analysis funded by BID and City of
Madison currently underway.
• Will aid in marketing the downtown,
targeting the right business mix and
provide valuable information for property
owners.
Maximizing Marketing
Objectives:
•
•
•
To promote central downtown as a retail,
restaurant, entertainment and cultural
district.
To reinforce a consistent, recognizable
brand for the central downtown.
To offer consistent, high-value co-op
advertising opportunities.
Maximizing Marketing
Target Markets:
1. Local (greater Madison) adults, active
consumers
2. UW-Madison students
3. Visitors from outside Madison area
Maximizing Marketing
Specific Goals:
•
•
•
•
•
•
Upgrade the BID website, business directory
Provide high-value co-op ad opportunities
Leverage event sponsorships
Use media relations
Market parking - practical, specific
Reinforce consistent BID brand
Maximizing Marketing
BID Marketing Committee:
•
•
Representatives from BID and GSSBA – retail,
restaurant/bar, hospitality, performing arts, and
UW-Madison.
Advises BID staff and helps evaluate
marketing and advertising opportunities.
Maximizing Marketing
Spring/Summer Initiatives:
• Downtown Map and Guide
• Maxwell Street Days
• Jazz at Five
• New Resident Packets (300)
• Downtown Map Posters
Maximizing Marketing
Downtown Map & Guide
Redesigned, re-issued
Spring 2006
300 business, organizations
Funded by advertising sales
Maximizing Marketing
Downtown Map & Guide
•
•
•
95,000+ distributed in ’06 to date
Distributed via Ambassador Booths, website
order form, local businesses, UW CIVC,
state travel centers, area hotels and
destinations.
Distributed to individuals, businesses,
national and international visitors.
Maximizing Marketing
Maxwell Street Days
•
•
•
•
Cash sponsorship (1st time)
45 Downtown Madison Gift Certificates + City
Parking coupons (radio stations)
Press releases to 75 travel and 90 local media
Coverage included WKOW-TV, NBC-15,
WISC-TV, WIBA, Capital Times, Isthmus, WSJ
Maximizing Marketing
Fall/Winter Initiatives:
•
•
•
•
•
•
Website redevelopment
“Back to School” (Students, Young Adult)
Holiday Shopping & Dining (Locals)
Marketing to Visitors
Visitor Promotions
Marketing Parking
Maximizing Marketing
Website, Business Directory
•
•
•
•
•
•
New Site launched August 11
www.visitdowntownmadison.com
Brand consistency, expanded content
Ongoing updating of Business Directory
Marketing of website in all other ads
Targets all markets
Maximizing Marketing
“Back to School”
• WSUM Party in the Park, dorm drop
•
•
•
Sponsorship: On-air credits, website, banner at
event (Sep. 2), logo on t-shirts, posters
On-air Gift Certificate giveaway
Logo, website on 6,300 schedules to dorms
• Isthmus Annual Manual, Onion
Maximizing Marketing
Holiday Shopping & Dining
•
•
•
•
Targets locals and visitors
Advertising Campaign: Print, Web, On-air,
Outdoor
13 BID-subsidized co-op advertising
opportunities. Average savings $364 per ad.
Holiday trolley, lighting, carolers
Maximizing Marketing
Marketing to Visitors
•
•
•
•
Website prime tool for visitor research
Co-op Ads include Greater Madison
Convention & Visitor Bureau Guide
Visitor Promotions with GMCVB
Advertisements in:
•
•
Wisconsin Trails
Downtown Hotel Guides
Maximizing Marketing
Visitor Promotions
•
•
•
•
Drum Corp International (Aug. 8-13, 75,000
attendees) – information booth
Ironman Wisconsin (Sept. 10, 30,000
attendees) – “Grab & Go”
World Dairy Expo (Oct. 3-7, 70,000
attendees) – information booth
UW admitted students – winter/spring ‘07
Maximizing Marketing
Marketing Parking
•
•
•
•
Website Parking Page
Downtown parking map, guide
Parking cross-marketed in other ads
Help City Parking Utility shape marketing
plans, marketing RFP
Community Relations
Objective:
Enable communication and maximize
compatibility among users of the district.
Major Initiatives:
1. BID Member Communication
2. Relationship Building
Community Relations
BID Member Communication
• New website includes expanded BID
information: News, Meetings, Minutes
• Weekly e-newsletter highlights BID news,
advocacy, events and marketing. Sent to all BID
members, City of Madison, downtown
stakeholders and the media
• BID meetings organized: Halloween, State
Street 500-600 block planning
• Ambassadors visit member businesses to
provide face-to-face communication
Community Relations
Relationship Building
• Board members and staff are involved in the
following organizations
–
–
–
–
–
–
–
Greater State Street Business Association
Downtown Madison, Inc.
Downtown Coordinating Committee
Greater Madison Visitor and Convention Bureau
Campus Information and Visitor’s Center
UW Chancellor’s Office
Overture Neighborhood Committee
Welcoming Environment
Objective:
Maintain a friendly, welcoming,
accessible and unique environment
within the district.
Welcoming Environment
Major Initiatives:
1. Information Ambassador Program
2. Physical Environment Enhancements
3. New Resident Welcome Program
4. Gift Certificate Program
1. Information Ambassador Program
Goals:
•Provide excellent customer service
•Supply information about downtown
events and businesses
•Serve as a liaison to BID businesses
Information Ambassador Program
Methods:
• Information Booths on the Capitol Square and
State Street
• Weekly deliveries to businesses
•The Holiday Shopping Trolley
•Staffing special events throughout the year
Information Ambassador Program
New Developments in 2006:
• Staffed
Information Booths 7 days a week
• Instituted procedures and protocol
• Initiated weekly Ambassador “Staff Calls”
• Created an Ambassador Appreciation Party
Information Ambassador Program
2006 Statistics
Year To Date
• Ambassador Wages = $6,194 out of $15,000
• Volunteer Wage Equivalent = ($2,331)
• Public Relation Contacts = 8,003
• Business Contacts = 1,130
• Booths’ Brochure Distribution = 54,518
Information Ambassador Program
Incident Reports
• Ambassador Carol Crossan
• Volunteer Ambassador Daniel Veerhusen
• Ambassadors to the World:
Australia
Colombia
England
Germany
Ireland
Italy
Mexico
Netherlands
Poland
Scotland
Spain
Slovenia
Sweden
2. Physical Environment Enhancements
Details:
• Coordinated 78 hanging floral baskets
• Planted 5 beds and 59 planters in spring
• Arranged 300 light-up snowflakes
• Landscaped planters in holiday décor
3. New Resident Welcome Program
Methods:
• Petition BID businesses for
items twice yearly
• Assemble packets utilizing
Volunteer Ambassadors
•Deliver to realtors
• Present the packets when
owners close on their new
home
New Resident Welcome Program
Goals:
• Encourage new residents to patronize downtown
businesses and events
• Establish downtown as a friendly community
New Resident Welcome Program
2006 Statistics
Number of Packets:
270
Number of Participating Businesses:
115
Total Amount of Materials:
10,510
New Resident Welcome Program
Participating Realtors:
•McGrath Associates
•Stark Realtors
•Keller Williams Realty
•First Weber Realtors
Participating Recipients:
•Nolen Shores
•Metropolitan Place
•The Baskerville
•The Marina
•Numerous downtown homes
•Downtown Dynamic participants
4. Gift Certificate Program
Details:
• Sold at the Overture Center, the University Book
Store, and over the phone
• Over 150 BID businesses currently participate
• Accepted like a traveler's check
• Available in amounts up to $50
Gift Certificate Program
Goals:
• Encourage people to shop, dine, and play in the BID
2006 Statistics
Year To Date
BID Office:
$14,129
Overture Center/University Books:
$30,372
Total Sold:
$44,501
BID Funding
We have begun reviewing various methods
of assessment and may propose
modification in the 2008 operating plan
BID Funding
Intensified focus on external funding, such as
donations and sponsorships:
• MGE sponsorship of hanging basket program
• McGrath Associates/Nolen Shores sponsorship of
map posters for State St. & the Square (new)
• IMS in-kind donation of website development
software/services (new)
• Bruce Co. in-kind donation of selected summer
plantings (new)
Financial Results for 2005
2005 Projected Budget
2005 Actual
$235,522
$235,522
Donations
$55,000
$25,300
Map Advertising
$52,000
$10,900
Income:
Property Owners
Parking Co-op
Interest/Other
$4,514
$3,000
$4,989
$345,522
$281,225
Starting Balance
-$4,605
-$16,612
Administrative
$71,840
$69,851
Maximizing Marketing
$111,500
$59,942
Welcoming Environment
$138,000
$129,565
$8,500
$5,969
$329,840
$281,933
TOTAL INCOME
Expenses:
Community Relations
TOTAL EXPENSES
Financial Update for 2006
2006 Projected Budget
2006 Year-to-Date
$242,217
$242,217
Sponsorships
$25,000
$26,500
Map Advertising
$34,210
$33,560
Parking Co-op
$4,500
$0
Interest/Other
$6,250
$5,400
$313,677
$307,677
-$718
-$718
Administrative
$99,742
$41,014
Maximizing Marketing
$99,190
$53,189
Welcoming Environment
$85,522
$51,788
Business Development
$21,415
$7,500
$7,090
$1,417
$313,677
$155,626
Income:
Property Owners
TOTAL INCOME
Expenses:
Starting Balance
Misc/Other
TOTAL EXPENSES
IT’S YOUR BID!
We represent YOU,
YOUR Tenants and
YOUR Businesses!
We welcome your
questions and feedback