of Architects Continuing Education Systems (AIA/CES). Credit(s)

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2 AIA Rochester Our mission is to promote the profession and practice of Architecture in the Greater Rochester Area. We are dedicated to providing our members opportunities for professional advancement, community involvement, and promoting design excellence in the built environment. Some of our programs : Swinging For Scholarships Design Excellence and Honor Awards Monthly CES Programs CANstruction ERA (Emerging Rochester Architects) Explorer and ACE Programs Public Outreach Programs

3 AIA Rochester is a Registered Provider with The American Institute of Architects Continuing Education Systems (AIA/CES). Credit(s) earned on completion of this program will be reported to AIA/CES for AIA members. Certificates of Completion for both AIA members and non-aia members are available upon request. This program is registered with AIA/CES for continuing professional education. As such, it does not include content that may be deemed or construed to be an approval or endorsement by the AIA of any material of construction or any method or manner of handling, using, distributing, or dealing in any material or product. Questions related to specific materials, methods, and services will be addressed at the conclusion of this presentation.

4 At the end of this program, participants will gain insight on:

5 Established as a 501 (c) 3 in 2006 to help implement Erie Canalway Preservation and Management Plan in the Western Erie Canal Heritage Corridor which was created by NYS Legislature in Includes communities in counties of: Erie, Niagara, Orleans, Monroe and Wayne.

6 Desire to serve Committed to the overall good You all have ideas and visions You give tirelessly of your time Proud of your community and its heritage and diversity

7 Each of you have limited time Limited avenues to financial resources for your: Municipality Community Limited personnel: Limited marketing resources Limited ability to have organized incremental economic revitalization plan Limited ability to focus on economically sound approach to historic preservation

8 Since its inception WECA s mission and purpose has been to act as Gatekeeper or conduit by which communities in Western Erie Canal Heritage Corridor can: Connect to regional opportunities that will Preserve Sustain Promote Communities unique individual strengths into a strong united regional economy One Main Street at a time

9 The National Main Street Program, proven success in 1200 communities throughout the United States, rests on the collaborative framework of: Grass-Root Organization Progressive/Sustainable Economic Revitalization Historic Preservation/Restoration Strategic Community and Regional Marketing

10 Photos courtesy of Dennis Stierer

11 Building relationships with Municipalities/Local Government/Funders: Broad-based support is the key to a successful Main Street Program: Good Communication is vital: Quarterly reports Attend meetings There is no substitute for face-to-face communication Be a presence in the community Include key officials in Strategic and Long-Term Planning Important to maintain separation between government and not-for-profit

12 Building relationships with the businesses you serve: Walk your downtown regularly and get to know them Downtown Business Survey Property Inventory Survey Listen, listen, listen Get back to them in a timely manner about issues and concerns Build an distribution list Social media Quarterly Merchant Meetings Patronize them whenever possible, be a physical presence.

13 Building relationships with Community Partners Greater Lockport Development Agency Grants Joint projects City Visitor Guide Chambers of Commerce/Business Associations Tourism Agencies Local Service Clubs School District Local Media Other Not-for-Profits: they have volunteers and resources that you can use

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15 Mapping historic sites Survey residents What matters to YOU? (NOTE: They may not be old!) Marketing Tours and events Care and maintenance

16 National Historic Register honorary No restraints on use Protections from some federal actions Federal tax incentives for income-producing properties NY State Historic Register honorary No restraints on use Protections from some state actions State tax incentives for income-producing properties and residential properties Local preservation districts - regulatory Typically imposes limitations or restrictions on use May include tax incentives

17 Education is essential! Bottom-up, instead of top-down. Buy-in from property owners is very important Should be part of a broader community effort Take the time to create design guidelines Engage a diversity of stakeholders

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19 Identify all of our assets Identify all of our negatives Identify all of our major players What do we want to accomplish? NOW we can develop a plan

20 Boat Companies? Tour Operators? Organizations? Publications? Your neighboring communities? NO! it is your community who must feel the importance of the community-then you can market to the world

21 We have preserved our historic buildings and educated our communities of their importance NOW WE CAN Strategically plan to market the community Tell our story Welcome our visitors and Know they will enjoy the visit and return

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23 Develop a SWOT analysis with benchmarks Determine goals you want to achieve within an attainable time frame Brand your organization Logo, message, tagline Utilize Social Media Facebook, Twitter, Instagram, LinkedIn, etc. marketing- use social media to expand your reach beyond your list

24 Marketing is a contest for people's attention. Seth Godin Know your target audience Use that audience to expand your reach to like-minded Reinforce your brand and message with every post, blast, newsletter, etc.

25 Use your SWOT analysis to create a moldable plan Include your social media initiatives within that plan Expand your exposure by cross marketing with other organizations, partnerships. Review and re-work your plan as things change and new opportunities arise. It is YOUR document- allow it work for YOU!

26 HISTORIC PRESERVATION- REVITALIZATION MAINTAIN HISTORIC INTEGRITY OF COMMERCIAL DISTRICT AND SURROUNDING NEIGHBORHOODS PROMOTE-SUSTAIN-PRESERVE REGIONAL MAIN STREET ECONOMY ONE MAIN STREET AT A TIME GRASS ROOTS ORGANIZATION/ PARTICIPATION STRATEGIC REGIONAL AND COMMUNITY MARKETING PROGRESSIVE ECONOMIC SUSTAINABILITY CREATE DOWNTOWN BUSINESS SYNERGY THROUGH BROAD BASE COMMUNICATION AND STRATEGIC PLANNING NET NEW BUSINESSES 43 OVER $3.5 MILLION IN MAIN STREET RESTORATION ENGAGED COMMUNITY WILL CREATE SELF- ENPOWERMENT AND ADVOCACY $200k DEVELOP LOCAL AND REGIONAL MARKETING NETWORK 66% BUSINESSES DECREASE IN VACANT STORE FRONTS 24% NET NEW JOBS K VOLUNTEER HOURS 63% JOBS $1.1 MILLION+

27 A VISION IS IMPORTANT IMPLEMENTATION IS PRICELESS

28 Roxanne T. Kise: Beth Kravetz: Heather Peck: Katelin Olson: Joan Delaro:

29 In order to maintain high-quality learning experiences, please access the evaluation for this course by logging into CES Discovery and clicking on the Course Evaluation link on the left side of the page.

30 This concludes The American Institute of Architects Continuing Education Systems Course