California Main Street Four Point Approach

California Main Street Four Point Approach

California Main Street Structure Advisory Committee Program Manager Board of Directors Financial Funding Advocacy Policy Planning Personnel Broad based A Working Board Usually 9-13 members 4-10 hour a month commitment President/ Chair Vice President/ Vice Chair Secretary Executive (Officers) Treasurer Members at Large Organization Basis for everything Promotion Design Economic Vitality Volunteer Development Communications/ Public Relations Fundraising Managing Finances and Operation Image Promotions Retail/ Business Promotions Special Events Tourism Marketing Historic Preservation Education Architectural Assistance Building Improvements Public Spaces Design Regulation & Review Strengthen existing businesses Identify new business opportunities Find new uses for vacant buildings Intensify the uses of buildings Improve business management

Organization Projects Organization Committee Coalitions & Partnerships Merchants/ other business owners not on the board Develop/ revise recommendations on policy statements, administrative & management matters Managing Volunteers & Staff Volunteers with good writing skills/ PR people Civic group leaders with volunteer contacts Accountants/ bookkeepers Build partnerships within the community Outreach & Public Relations Coordinate/ oversee volunteer recruitment, retention & database Fundraising Public Relations & Outreach Organization/ Company Managers Those with non-profit management experience Attorneys Event volunteers Collaborate with Board on fundraising Network with committees to determine volunteer & fundraising needs Managing Finances & Operation Those involved with other non-profits Maintain & strengthen organizational integrity through training, oversight & review Develop, and assist in, public, media and government relations to promote the brand of the organization

Promotion Projects Promotion Committee Utilizes special events, marketing & advertising to project a positive image of downtown, increasing the awareness and appreciation of downtown s architecture, services, shops, restaurants and entertainment assets, and strengthens its position as a gathering place for community activities Image Promotion & Marketing accentuate the positive, dispel the negative; attract people by influencing attitudes and action Retail/ Business Promotions attract people to shop and spend; co-op, cross-business, niche promotions Special Events & Tourism attracting people to come downtown Retailers & other business owners Chamber members/ staff Civic groups (esp. art) Marketing/ ad professionals Tourism-related professionals Graphic designers People who are involved in other non-profits Understanding the changing market both potential shoppers & your competition Identifying Downtown s assets people, buildings, heritage and institutions Defining Downtown s market niche Creating new image campaigns, retail promotions and special events to lure people back or keep them coming Highlight what is unique about our Downtown and sell that to residents of Gilroy and our visitors

Design Projects Design Committee Historic Preservation Education Architectural Assistance Building Improvements Public Spaces Design Regulation & Review People interested in history and historic preservation Architects & other design professionals Professional business owners not involved with the board Real Estate Professionals Downtown Property Owners Construction Professionals Historic preservation/ tax credit seminar Weighing in on new construction, lighting, etc. Funding for pedestrian amenities such as planters, benches, trash cans, trees Window display workshop Banners Parking signage Clean-up events Anything that enhances the physical appearance of Downtown Encouraging appropriate new construction to blend in with existing buildings Façade & building improvements Lighting Cleanliness & maintenance of the area Educating others about good design sending a clear, visual signal to the public that meaningful change is taking place

Economic Vitality Projects Economic Vitality Strengthen existing businesses Identify new business opportunities Find new uses for vacant buildings Intensify the uses of buildings Improve business management Professional business owners not involved with the Board Chamber members/ staff Real Estate Professionals Downtown Property Owners Bankers & other financial professionals Developers Inventory downtown properties Create a property owner database Develop package that can be used to recruit diverse businesses Determine Downtown s tax leakage Visit surrounding communities to find businesses that would fit within the mix of existing businesses in Downtown Create compatible and competitive business clusters, and work with them to create marketing opportunities Stabilize existing businesses Monitor economic performance Develop financial incentives & encourages capital investment in building rehab & business development Start a downtown market analysis/ survey & marketing plan Host a fam tour for developers & commercial realtors Better define the public perception of downtown and find ways to negate negative perception Work on downtown parking. Educate merchants about importance of not using customer parking Track vacancies or to-be-built properties outside of district that may draw businesses away