Introductions Jerrad Cox First year MBA student at the University of Georgia, with a concentration on Marketing & Operations. Shubham Sethi Second year MBA student at the University of Georgia, with a concentration on Marketing (New Product Development) SCOPE & APPROACH BIG PICTURE RECRUITMENT DOWNTOWNS RECOMMENDATIONS IMPLEMENTATION
Scope of Project 1. Research the specific businesses/types of businesses that the DDDA wants to recruit using the DDDA s business recruitment proposal, and figure out how communities of similar sizes and demographics have recruited those businesses/types of businesses. 2. Compare Downtown Dalton versus Chattanooga, Rome, Madison, and Suwanee and tell us what makes it harder for Dalton to recruit these businesses. Specifically, look at policies (alcohol, among others) and analyze how that impacts the ability to recruit businesses. 3. It is so difficult to maintain successful mom and pop shops in our downtown. What types of recommendations on how to ensure that non-chain businesses succeed when they open (classes, certification, etc.) can you offer as a result of research? SCOPE & APPROACH BIG PICTURE RECRUITMENT DOWNTOWNS RECOMMENDATIONS IMPLEMENTATION
Approach Organized a business prospects list incorporating the DDDA s targeted ideas as well as new ideas of businesses that would be good fits. Worked to contact prospects through phone and email. Developed a list of contacts in other comparable cities. Interviewed contacts through email, on the phone, and in person. Researched Downtown Revitalization projects to look for methods of operation and modes for success. SCOPE & APPROACH BIG PICTURE RECRUITMENT DOWNTOWNS RECOMMENDATIONS IMPLEMENTATION
Value Proposition What is the Mission Statement for Downtown Dalton? What is the Value Proposition for Downtown Dalton? SCOPE & APPROACH BIG PICTURE RECRUITMENT DOWNTOWNS RECOMMENDATIONS IMPLEMENTATION
Meet Me Downtown How about Meet Me Downtown as a slogan? Historical renovation Restaurants & Bars Meet Me Downtown Parks Performing Arts SCOPE & APPROACH BIG PICTURE RECRUITMENT DOWNTOWNS RECOMMENDATIONS IMPLEMENTATION
What works in Downtowns Design an environment for children and it will work for everyone. 15% of residents should live with in 1 mile radius of downtown Visitors should have enough to do for 4-6 hours. Create an Experience Historical Renovations. SCOPE & APPROACH BIG PICTURE RECRUITMENT DOWNTOWNS RECOMMENDATIONS IMPLEMENTATION
What works in Downtowns Hotels Cultural Arts Entertainment High End Medium Retail Govt. Offices Private Housing Residential Rent Tourism Offices SCOPE & APPROACH BIG PICTURE RECRUITMENT DOWNTOWNS RECOMMENDATIONS IMPLEMENTATION
Build Beaches Create one big recreational draw of town in downtown. Build small attractions around this. Create indirect incentives for businesses. SCOPE & APPROACH BIG PICTURE RECRUITMENT DOWNTOWNS RECOMMENDATIONS IMPLEMENTATION
Great Team Planning & Strategy Manager Retail Manager Marketing Manager SCOPE & APPROACH BIG PICTURE RECRUITMENT DOWNTOWNS RECOMMENDATIONS IMPLEMENTATION
Retail Retail Manager Retention Recruitment Financial Support Marketing Relocation Services Assist owners & brokers Business guidance Prospective retailers
Recruitment Ideas to help in moving forward Look into the recruitment of chain businesses Chipotle fast, casual burrito restaurant Pei Wei fast, casual Asian fusion extension of PF Chang s Urban Outfitters urban, contemporary stylish apparel for men and women Taco Mac No Response Ippolito s Italian Restaurant No Response True Religion No Response Bruster s Ice Cream No Response
Recruitment Had a tough time getting valuable feedback from businesses. Mainly received no replies, but when a business did reply they appreciated my interest but were not currently looking to expand into Dalton. Reply from Chipotle: As you might expect, we do have specific expansion criteria with respect to both the cities we expand to and the locations that we look for. Unfortunately, I m not at liberty to share that information as it could provide an advantage to our competitors. However, I will pass on your comment to our real-estate group if they have information they can share with you they will contact you directly. Thank you for your interest in Chipotle!
Recruitment Park Development Green Belt / Green Way Development Explore Housing Development Hotel Development Historic Renovation
Suwanee Relocated their whole downtown. Wanted to develop a central area where residents could come together and interact. Created 10 acre park. Created a City Hall in the downtown. 40+ events each year. Strict architectural policies. 3 storied buildings a) Retail b) Offices c) Residential
Suwanee s TownCenter Developed 24 acres into green space parks, townhomes and condos, restaurants, offices, and boutiques. Rough estimates for development appear to be around $10 million.
Suwanee s Park
Madison, Rome, Chattanooga Tax Rate:.962 mills, 0.6% of overall revenue. Incentives: a) Low interest rates b) façade grant program c) mandatory design guidelines d) streetscape projects Marketing: 40-45 events annually. Sq/foot pricing - Lease: Suwanee - $20-28/ft + $8 CAM Madison - $12/ft (un-renovated), $18/ft (renovated) & $20-24 (Professional Space)
Non-Chain stores Onsite Owner. Consistent shopping hours. No strict Regulations. Community Involvement.
Non-Chain stores Policies Alcohol Outdoor Dining (Vibe, Space & Special) Zoning (Sub sectors) Incentives
Key Insights Pursuit of chain businesses to add to downtown development. Will help to provide business stability and standard operations, such as longer hours of operation. Historic Renovation? Additional housing or hotel accommodations? Downtown Revitalization Summit with invitations to comparable Downtowns (Chattanooga, Rome, Suwanee, Greenville, Madison, etc.) Get buy-in and active participation of local corporate business. Development of Guidelines for Operating a Business Downtown agreed upon by Downtown Business Owners Standard hours of operation Aesthetic appeal Code of Ethics Work on website design. Make the Dalton website more user friendly and easy to navigate. Updated business profiles Updated news and photos Think about the Live. Work. Play. idea from Chattanooga s site. Add Demographic Information. Investment Opportunities.
Website Design The design of your website is important. This is the face of your organization! The website will help to form the customers first and lasting impression of your business. Make it a first and last stop for information about your city. Look into making more interactive and easier to navigate.
Website Design
Implementation Plan Tasks Outcome Time Frame Accountable Individual Communication Plan Creation of a detailed grants list. Marketing Strategy & Website Redesign Downtown Business development center (Incubator) Creating and implementing a park in downtown. Revitalization of historic buildings. Every key person with their roles will be identified. Identifying all the grants that are available from the state. Easy navigation to information for merchants and investors. Loans, Mentorship and coaching to budding entrepreneurs Tangible cost and business plan to provide details costs and ROI. Ongoing Next 3 months. Next 6 months Next 6 months Next 6-8 months Melissa Lu/Sue Chapman Alex Veronica French Alex Stall Alex Stall Identifying Next 1 year William Bronson Comments
What we are leaving you Contact List for comparable downtowns we worked with. Contact List for business prospects. An example of an Annual Report that Suwanee distributes.