Downtown Revitalization Strategic Action Plan
COLLABORATION!
CIP Boundary
Background Stage 1 Organizing and Scoping Organizational Development - Sep 2011 Jan 2012 Self-Assessment(s) - Nov 2011 Jan 2012 Visioning Sessions and Preliminary Work Plan - Jan 2012 March 2012 Stage 2 Market Analysis; Collecting & Assessing; Physical Assessments 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
Background Stage 3 Planning & Prioritizing May 2013 September 2013 Market Analysis Data Review Business Development Opportunities Market Position Statement Strategic Plan and Action Plan(s) Development
Developing the Plan Vision Statement A town built on community pride that offers an economically sustainable downtown with diverse indoor and out-door experiences and an energy that is accepting and inviting, and embraces our cultural heritage and geographic uniqueness.
Developing the Plan 1. 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.
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.
The Plan
Goal 1 1. Goal: The Town of Gravenhurst will continue to take ownership of the Downtown Revitalization project and better utilize department coordination. Challenge: Continuity and coordination of Gravenhurst Downtown Revitalization. BOS - n=75 Attitude about doing business in this community 13% 40% 44% 3% Yes More positive Yes More negative No Still positive No Still negative
Goal 1 Economic Development 1.1 Activity: Utilize available staff and funding resources to research, attract and retain businesses and business opportunities. Leadership & Management 1.2 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.
Goal 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.
Goal 1 Marketing & Promotions 1.7 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.
Goal 2 2. Goal: Improve communications between all community stakeholders. Challenge: Lack of communication within the community appears to have created disconnect. BOS - n=74 Location Price Selection Service Hours Quality Name Brands Other Main competitive advantage 0 10 20 30 40 50 Response Count
Goal 2 Economic Development 2.1 Activity: Communicate Town s opportunities to potential entrepreneurs and investors with input and support from community stakeholders. Leadership & Management 2.2 Activity: Ensure all communications for Downtown Revitalization are in line with the Economic Development Communications Strategy.
Goal 2 Marketing & Promotions 2.3 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.
Goal 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. BOS - n=76 Select FOUR of the following as priorities for improving the local business climate (Top 5) Additional and/or improved festivals and events Additional niche market specialty shops Additional entertainment facilities Repair or removal of 'eyesore' buildings 30 32 34 37 Financial support to improve storefront facades 28 Response Count
Goal 3 Leadership & Management 3.1 Activity: Adopt and implement policy, budget, and plans to address identified public realm elements identified in the Streetscape Design Guidelines. Marketing & Promotions 3.2 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.
Goal 4 4. Goal: Improve the visual appearance of privately owned properties through a commitment to implementing the Community Improvement Plan and Façade Design Guidelines Challenge: Many privately owned properties are in need of façade improvements and/or structural rehabilitation. BOS - n=76 Select FOUR of the following as priorities for improving the local business climate (Top 5) Additional and/or improved festivals and events Additional niche market specialty shops Additional entertainment facilities Repair or removal of 'eyesore' buildings 30 32 34 37 Financial support to improve storefront facades 28 Response Count
Goal 4 Economic Development 4.1 Activity: Attract new developers and business owners to inject new ideas and uses into Downtown Gravenhurst. Leadership & Management 4.2 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.
Goal 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. BOS - n=62 Community Events & Festivals sales Yes, long term Yes, short term 8 20 No 36 0 10 20 30 40 50 Response Count
Goal 5 Economic Development 5.1 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 & Management 5.2 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.
Goal 5 Marketing & Promotions 5.3 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.
Goal 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. BOS - n=76 Rate your impression of the condition of the central business district in each of the following aspects Excellent Good Fair Needs improvement Appropriate mix of businesses 38
Goal 6 Economic Development 6.1 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.
Goal 6 Leadership & Management 6.4 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.
Goal 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. Does this business experience high and BOS - n=74 low seasons? No 16% Yes 84% BOS - n=71 Community's position to attract and retain employees 18% 32% 49% Well positioned Average Challenged
Goal 7 Economic Development 7.1 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.
Goal 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. BOS - n=79 Does this business have a business plan? BOS - n=77 Does this business have a succession plan? No 48% Yes 52% No 73% Yes 27%
Goal 8 Economic Development 8.1 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 & Promotions 8.2 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.
Going Forward Stage 4 Implementing & Monitoring October 2013 December 2015 Develop Work Plan Work Plan Implementation Monitoring Evaluation
Going Forward Public Unveiling! October 23 rd RED Funding Application Application to be Drafted October 2013 Application to be ready for approval by Council November 19 th Application Due November 1 st December 31 st 2013 Continue to Collaborate! If everyone is moving forward together, then success takes care of itself. Henry Ford
Questions?