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Program Helps Make Downtown Renaissance a Reality
by Dolores P. Palma and Doyle G. Hyett
It goes without saying that times are hard for our downtowns these days. But, despite that fact, there are things that can — and should — be done to help downtown hold on during this downturn and be ready for when the inevitable upturn occurs.
Think Small – While there’s not a lot of money right now for making large downtown improvements, there are probably small, inexpensive things in your downtown that need to be addressed. A coat of paint on a peeling doorway or window frame, or freshening up your downtown plantings or banners can go a long way to making downtown look fresh and appealing.
Advertise – It might seem counter-intuitive but, even though money is tight, this is NOT the time for downtown organizations or downtown businesses to stop marketing. Cutting the promotions budget of your downtown organization, or the marketing budget of your downtown business now, will only prove to hold you back when the economy finally bounces back.
Think “Free” – Promoting downtown as a whole, or marketing your downtown business, does not have to be costly these days. Get out there and use Facebook, Twitter and You Tube to keep potential customers aware of what downtown has to offer. Using these avenues of communication doesn’t cost money, just time. And people are paying attention to these new electronic airways.
Party – Create situations that attract potential customers to come downtown to have fun. A music series, outdoor movies, art walks, farmers markets and holiday events can all lure community members to downtown. Even if they don’t buy while they’re there, at least it will keep downtown on their minds. And, hopefully, that will make them think of downtown when they do decide to make purchases, eat out or use service businesses.
Strategize – The economy won’t remain stagnant forever. So, take the time now — while things are slow — to get ready for the brighter days ahead. Pull together your local government, your downtown businesses and the organizations that are involved in your downtown’s economy (Merchants Group, Chamber of Commerce, Redevelopment Agency, Main Street, etc.) and develop a downtown enhancement strategy. This should involve defining a vision for downtown’s future, the market potentials facing downtown, the types of downtown improvements you’d like to bring about, and the roles and responsibilities of those involved in making those improvements happen. And, if you already have a downtown strategy in place, take a look at updating or freshening it to make sure it’s current and will help downtown maintain during the hard times and soar when the good times return.
Need Help? If you find that you need assistance in creating or updating your downtown strategy, contact NLC to obtain information on the America Downtown technical assistance program that was created to provide local officials the help they need to create or jump-start their downtown enhancement efforts. Fees charged for America Downtown services are based on NLC membership and population, and are affordable even for small cities, towns and villages. For more information about America Downtown contact enterpriseprograms@nlc.org.
You can also learn more about the America Downtown program at the Congress of Cities in San Antonio this year. Visit the Member Services area to learn more or attend the workshop session, Downtown Revitalization: A Key to Sustaining Your City’s Economy, on Thursday, November 12 from 1 to 2:30 p.m.
Doyle G. Hyett and Dolores Palma are the founders of Hyett Palma, Inc., the only national consulting firm specializing in the economic renaissance of downtowns and older business districts. Since being formed in 1985, the firm’s work has restored confidence and stimulated private investment in hundreds of downtowns throughout all 50 states. In addition, HyettPalma provides all technical assistance for the America Downtown program offered by NLC.
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