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Downtown Revitalization Strategic Action Plan

Downtown Revitalization

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Downtown Revitalization. Strategic Action Plan. COLLABORATION!. CIP Boundary. Background. Background. Developing the Plan. Vision Statement - PowerPoint PPT Presentation

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Page 1: Downtown Revitalization

Downtown Revitalization

Strategic Action Plan

Page 2: Downtown Revitalization

COLLABORATION!

Page 3: Downtown Revitalization

CIP Boundary

Page 4: Downtown Revitalization

BackgroundStage 1

Organizing and ScopingStage 2

Market Analysis; Collecting & Assessing; Physical Assessments

Organizational Development - Sep 2011 – Jan 2012

Self-Assessment(s) - Nov 2011 – Jan 2012

Visioning Sessions and Preliminary Work Plan - Jan 2012 – March 2012

Building & Business Inventory - Jan 2013 – March 2013

Commercial & Consumer Structure Analysis - December 2012

Business Owner Survey -March 2012 – May 2012; Sept 2012 – Jan 2013

Customer Origin Survey & Trade Area Analysis - June 2012 – Dec 2012; March 2013

Resident Survey - May 2012 – Sept 2012

Community Design / SK & Associates - Oct 2012 – April 2013

CIP Development / Planscape - Feb 2012 – May 2013

Page 5: Downtown Revitalization

BackgroundStage 3

Planning & Prioritizing

May 2013 – September 2013

• Market Analysis Data Review• Business Development Opportunities• Market Position Statement• Strategic Plan and Action Plan(s) Development

Page 6: Downtown Revitalization

Developing the Plan

Vision Statement

“A town built on community pride that offers an economically sustainable downtown with diverse in-door and out-door experiences and an energy that is accepting and inviting, and embraces our cultural heritage and geographic uniqueness.”

Page 7: Downtown Revitalization

Developing the Plan1. Goal: The Town of Gravenhurst will continue to take ownership of the Downtown

Revitalization project and better utilize department coordination.

2. Goal: Improve communications between all community stakeholders.

3. Goal: Improve the visual appearance and functionality of the public realm while maintaining and enhancing its historic character and creating a livable barrier-free and attractive community for residents and visitors to enjoy.

4. Goal: Improve the visual appearance of privately owned properties through a commitment to implementing the Community Improvement Plan and Façade Design Guidelines.

5. Goal: Support and promote existing cultural assets through the creation of experiential tourism packages.

6. Goal: Address and improve the current Downtown business mix by refining and promoting identified business opportunities.

7. Goal: Increase the volume of consumers in downtown Gravenhurst in order to improve business viability.

8. Goal: Leverage learning opportunities for businesses to support business retention and expansion.

Page 8: Downtown Revitalization

Developing the Plan

For long-term success, the process needs a balanced approach which encourages incremental and simultaneous work in all four pillars and coordinated action among stakeholders.

Page 9: Downtown Revitalization

The Plan

Page 10: Downtown Revitalization

Strategic Action PlanGoal 1

1. Goal: The Town of Gravenhurst will continue to take ownership of the Downtown Revitalization project and better utilize department coordination.

YesMore positive

YesMore negative

No Still positive

No Still negative

13%

40%44%

3%

Attitude about doing business in this community

BOS - n=75

Challenge: Continuity and co-ordination of Gravenhurst Downtown Revitalization.

Page 11: Downtown Revitalization

Strategic Action PlanGoal 1

Economic Development1.1 Activity: Utilize available staff and funding resources to research, attract and

retain businesses and business opportunities.

Leadership & Management1.2 Activity: Incorporate the Strategic Plan for Downtown Revitalization into the

Town’s Economic Development Strategic Plan and ensure that it compliments other related and future plans.

1.3 Activity: Maintain the Gravenhurst Downtown Revitalization Management Committee – the REDD Committee, - to provide leadership, direction, coordination, and vision to the implementation of the Gravenhurst’s Downtown Revitalization Strategic Plan, and the overall revitalization of Downtown Gravenhurst.

Page 12: Downtown Revitalization

Strategic Action PlanGoal 1

1.4 Activity: Secure base funding to establish a 2 year contract Downtown Revitalization Coordinator position within the Economic Development and Communications department.

1.5 Activity: Establish partnerships with all relevant community stakeholders.

1.6 Activity: Ensure that the Community Improvement Plan, the Façade Design Guidelines, the Downtown Revitalization initiatives and projects, and the progress and accomplishments associated with the Downtown Revitalization project are communicated to all Town and District staff.

Page 13: Downtown Revitalization

Strategic Action PlanGoal 1

Marketing & Promotions1.7 Activity: Develop joint marketing opportunities with community stakeholders.

1.8 Activity: Improve/Expand on networking opportunities and informal sessions amongst merchants, property owners, and stakeholders to support downtown synergy.

Physical Improvements 1.9 Activity: Create and deliver a communications campaign to promote the

financial opportunities available through the Community Improvement Plan and Streetscape and Façade Design Guidelines.

Page 14: Downtown Revitalization

Strategic Action PlanGoal 2

2. Goal: Improve communications between all community stakeholders.

Other

Name Brands

Quality

Hours

Service

Selection

Price

Location

0 5 10 15 20 25 30 35 40 45 50

Main competitive advantage

Response Count

BOS - n=74

Challenge: Lack of communication within the community appears to have created disconnect.

Page 15: Downtown Revitalization

Strategic Action PlanGoal 2

Economic Development2.1 Activity: Communicate Town’s opportunities to potential entrepreneurs and

investors with input and support from community stakeholders.

Leadership & Management2.2 Activity: Ensure all communications for Downtown Revitalization are in line with

the Economic Development Communications Strategy.

Page 16: Downtown Revitalization

Strategic Action PlanGoal 2

Marketing & Promotions2.3 Activity: Develop marketing strategies that target identified consumer markets

addressing their respective needs and interests.

2.4 Activity: Create and execute a comprehensive communications program which utilizes the Town’s web presence as well as traditional media to promote the Downtown Revitalization project.

2.5 Activity: Communicate and celebrate all project initiatives and successes to ensure long-term engagement and commitment.

Page 17: Downtown Revitalization

Strategic Action PlanGoal 3

3. Goal: Improve the visual appearance and functionality of the public realm while maintaining and enhancing its historic character and creating a livable barrier-free and attractive community for residents and visitors to enjoy.

Challenge: Downtown Gravenhurst would benefit from improvements to its visual appearance and connectivity.

Financial support to improve storefront facades

Repair or removal of 'eyesore' buildings

Additional entertainment facilities

Additional niche market specialty shops

Additional and/or improved festivals and events

28

37

30

34

32

Select FOUR of the following as priorities for improv-ing the local business climate (Top 5)

Response Count

BOS - n=76

Page 18: Downtown Revitalization

Strategic Action PlanGoal 3

Leadership & Management3.1 Activity: Adopt and implement policy, budget, and plans to address identified

public realm elements identified in the Streetscape Design Guidelines.

Marketing & Promotions3.2 Activity: Develop an outreach campaign to enhance community pride and

“ownership” in downtown public space.

3.3 Activity: Increase community engagement and “investment” to address the visual aesthetics of features such as vacant lots, storefronts, and public gathering places.

Physical Improvements 3.4 Activity: Collaborate with Gravenhurst’s Heritage Committee to identify locations

of historical significance and ensure they are preserved and/or repurposed.

Page 19: Downtown Revitalization

Strategic Action PlanGoal 4

4. Goal: Improve the visual appearance of privately owned properties through a commitment to implementing the Community Improvement Plan and Façade Design Guidelines

Financial support to improve storefront facades

Repair or removal of 'eyesore' buildings

Additional entertainment facilities

Additional niche market specialty shops

Additional and/or improved festivals and events

28

37

30

34

32

Select FOUR of the following as priorities for improv-ing the local business climate (Top 5)

Response Count

BOS - n=76

Challenge: Many privately owned properties are in need of façade improvements and/or structural rehabilitation.

Page 20: Downtown Revitalization

Strategic Action PlanGoal 4

Economic Development4.1 Activity: Attract new developers and business owners to inject new ideas and

uses into Downtown Gravenhurst.

Leadership & Management4.2 Activity: Help to ensure the success of the Façade Improvement Program

component of the project by maintaining Council’s commitment to the funding of the Streetscape & Façade Design Guidelines and Community Improvement Plan incentives.

Physical Improvements 4.3 Activity: Encourage business and building owners to rehabilitate, repurpose,

and/or develop their vacant land/buildings based on the Façade Design Guidelines.

Page 21: Downtown Revitalization

Strategic Action PlanGoal 5

5. Goal: Support and promote existing cultural assets through the creation of experiential tourism packages.

Challenge: Cultural assets and amenities could be leveraged better through business collaboration to make downtown Gravenhurst a more compelling destination.

No

Yes, short term

Yes, long term

0 5 10 15 20 25 30 35 40 45 50

36

20

8

Community Events & Festivals sales

Response Count

BOS - n=62

Page 22: Downtown Revitalization

Strategic Action PlanGoal 5

Economic Development5.1 Activity: Create cultural experience packages in conjunction with Tourism

partner organizations and guided by the Municipal Cultural Plan that partners downtown businesses with each other and those outside the community.

Leadership & Management5.2 Activity: Encourage businesses to elevate their business standards in order to

participate in experiential tourism packages by outlining best practices for participation in said packages.

Page 23: Downtown Revitalization

Strategic Action PlanGoal 5

Marketing & Promotions5.3 Activity: Develop marketing strategies to promote the financial and other

benefits of experiential tourism to both businesses and tourists in Gravenhurst with a focus on Downtown.

Physical Improvements 5.4 Activity: Building on the Streetscape and Façade Design Guidelines approved by

council seek to improve the connectivity of cultural assets within the community.

Page 24: Downtown Revitalization

Strategic Action PlanGoal 6

6. Goal: Address and improve the current Downtown business mix by refining and promoting business opportunities identified.

Challenge: There appears to be disconnect between what consumers report wanting and what businesses are currently offering.

Appropriate mix of businesses 38

Rate your impression of the condition of the central business district in each of the following aspects

Excellent Good Fair Needs improvement

BOS - n=76

Page 25: Downtown Revitalization

Strategic Action PlanGoal 6

Economic Development6.1 Activity: Refine business opportunities identified in the background research to

the Strategic Plan; focusing on opportunities for business refinement vs. opportunities for new business.

6.2 Activity: Recruit new development and business in order to increase the range of businesses and reduce the commercial vacancy rate.

6.3 Activity: Assist new and existing businesses in finding/leveraging existing financing opportunities.

Page 26: Downtown Revitalization

Strategic Action PlanGoal 6

Leadership & Management6.4 Activity: Develop strategies to help existing businesses and promote them as

refocusing opportunities.

6.5 Activity: Attract unique retail and service businesses to locate in the Downtown to encourage an increase in the number of consumers patronizing the downtown.

Physical Improvements 6.6 Activity: When the Town’s Official Plan is formally reviewed, provide

input/recommendations for the establishment of protocols and priorities for downtown development, focusing on mixed use development and public gathering places.

Page 27: Downtown Revitalization

Strategic Action PlanGoal 7

7. Goal: Increase the volume of consumers in Downtown Gravenhurst in order to improve business viability.

Challenge: Gravenhurst lacks consistent consumer volume to address current challenges such as: price points, business mix, and public transportation.

Yes84%

No16%

Does this business experience high and low seasons?BOS - n=74

Well posi-tioned

Average Challenged

18%

32%

49%

Community's position to at-tract and retain employees

BOS - n=71

Page 28: Downtown Revitalization

Strategic Action PlanGoal 7

Economic Development7.1 Activity: Conduct a comprehensive retail market analysis to investigate current

research findings such as: price points, business mix, and public transportation.

7.2 Activity: Increase activity in downtown Gravenhurst by fostering activities that attract a broader range of consumers.

Physical Improvements 7.3 Activity: Encourage residential intensification by attracting developers who will

introduce various forms of housing to meet market needs.

Page 29: Downtown Revitalization

Strategic Action PlanGoal 8

8. Goal: Leverage learning opportunities for businesses to support business retention and expansion.

Challenge: Business owners have identified learning opportunities as important to their future success.

Yes52%

No48%

Does this business have a business plan?BOS - n=79

Yes27%

No73%

Does this business have a succession plan?BOS - n=77

Page 30: Downtown Revitalization

Strategic Action PlanGoal 8

Economic Development8.1 Activity: Work with community stakeholders to leverage learning opportunities that

help local businesses with the following:• Business Planning & Succession Planning• Joint Marketing & Advertising• Web presence, Social Media• Product planning and Market Development• Customer Service • Standards of operation (in general and in relation to tourism packages).• Product merchandising, window displays, and tradeshow displays• Encourage the adoption of hours of operation to meet consumer demand.• Explore and explain financial opportunities.

Marketing & Promotions8.2 Activity: Utilize the Town’s web presence (including web portal and social media) as

vehicle for formal webinar learning opportunities as well as informal business idea sharing.

Page 31: Downtown Revitalization

Going ForwardStage 4

Implementing & Monitoring

October 2013 – December 2015

• Develop Work Plan• Work Plan Implementation• Monitoring• Evaluation

Page 32: Downtown Revitalization

Going Forward

Public Unveiling! – October 23rd

RED Funding Application• Application to be Drafted – October 2013• Application to be ready for approval by Council – November 19th

• Application Due – November 1st – December 31st 2013

Continue to Collaborate!“If everyone is moving forward together,

then success takes care of itself.” —Henry Ford

Page 33: Downtown Revitalization
Page 34: Downtown Revitalization

Questions?