Strategic Positioning in Public Place - WordPress.com
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Transcript of Strategic Positioning in Public Place - WordPress.com
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CONDUCTING A DISTRICT DIAGNOSTIC
STRATEGIES TO IMPROVE YOUR DISTRICT
TODAY’S OUTLINE
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Presenter
Presentation Notes
Larisa – this is a mural called “The Surveyor” commissioned by Culpeper Renaissance, Inc. and located on their Main Street. It is George Washington, as a young man, who was responsible for surveying Culpeper County.
DIAGNOSE CAPACITY ACTION
STRATEGIC POSITION
MARKET ANALYSIS
ADMINISTRATIVE MANAGEMENT REDEVELOPMENT RETAIL
SALESTENANT
MIX
Process
DIAGNOSE CAPACITY ACTION
STRATEGIC POSITION
MARKET ANALYSIS
ADMINISTRATIVE MANAGEMENT REDEVELOPMENT RETAIL
SALESTENANT
MIX
Process
Define your Community’s
“DNA”, the Resources, Assets
and Shoppers’ Characteristics
that Make it Special.
DIAGNOSE CAPACITY ACTION
STRATEGIC POSITION
MARKET ANALYSIS
ADMINISTRATIVE MANAGEMENT REDEVELOPMENT RETAIL
SALESTENANT
MIX
Process
Assess the Physical and
Business Environment.
Collect Demographic and
Market Data.
DIAGNOSE CAPACITY ACTION
STRATEGIC POSITION
MARKET ANALYSIS
ADMINISTRATIVE MANAGEMENT REDEVELOPMENT RETAIL
SALESTENANT
MIX
Process
Identify the Organizations,
People, and Resources who can
execute.
DIAGNOSE CAPACITY ACTION
STRATEGIC POSITION
MARKET ANALYSIS
ADMINISTRATIVE MANAGEMENT REDEVELOPMENT RETAIL
SALESTENANT
MIX
Process
Improve the Public Realm
Enhance privately owned properties
Build density
DIAGNOSE CAPACITY ACTION
STRATEGIC POSITION
MARKET ANALYSIS
ADMINISTRATIVE MANAGEMENT REDEVELOPMENT RETAIL
SALESTENANT
MIX
Process
Drive Sustainability of Local Businesses
through Marketing and
Promotion Efforts
DIAGNOSE CAPACITY ACTION
STRATEGIC POSITION
MARKET ANALYSIS
ADMINISTRATIVE MANAGEMENT REDEVELOPMENT RETAIL
SALESTENANT
MIX
Process
Improve the Mix of
Businesses through Business
Retention and
Attraction
DIAGNOSE
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What assets exist in your community?
ANCHOR INSTITUTIONS
POPULAR EVENTS/ FESTIVALSPARKS + ATTRACTIONS
LOCAL HISTORY
How can assets translate to strategic position?
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NEIGHBORHOOD-SERVING
DAYTIME-SERVING
VISITOR DESTINATION
ANCHOR INSTITUTIONS
POPULAR EVENTS/ FESTIVALS
PARKS + ATTRACTIONS
LOCAL HISTORY
Schools Hospitals Museums
Waterfront port Old industrial area Civic center
National parks Sports venues Breweries Theater
Art walks Summer concerts Marathons
The identification of factors, conditions, and characteristics of a market.
What is market analysis? It’s more than you think it is…
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Quantitative Qualitative
market data demographics business environment
physical environment business environment administrative capacity +
regulatory/ zoning analysis
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What is market analysis?
• Microclimates• Business Mix
• District Classification
• Leadership• Funding/Resources• Partnerships• Zoning/ Regulatory
•Public realm•Private realm•Access
• Residential demand• Worker/ student demand• Visitor demand
Market Data & Demographic
Physical Environment
Business Environment
Administrative Capacity
Identification of unique local assets and market opportunities
Engagement and coalition building supports long-term investment decisions
Data-driven narrative assures widespread support for the right goals
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Why is market analysis important?
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Your analysis of market data and demographics is only as accurate as your trade area.
SECONDARY TRADE AREA
DESTINATION TRADE AREA
PRIMARY TRADE AREA Convenience goods 40-60% of customers
Comparison goods 20-30% of customers
Popular anchor attraction Seasonal/ infrequent customers <20% of customers
Factors that impact the relative distance a customer would be willing to travel:
Size of retail offerings Location of district Natural barriers Mode share
Market Data + DemographicsGET YOUR TRADE AREA RIGHT!
Presenter
Presentation Notes
The C-ID is a destination. Many of the neighborhood’s customers visit from outside the area. Areas in Green: Top four zip codes of Uwajimaya customers Light blue: (Potential) additional source of customers due to proximity and strong north/south transit.
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Jackson Heights
Pop. 108,152
LynchburgPop. 76,504
Market Data + DemographicsGET YOUR TRADE AREA RIGHT!
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C-ID
98144
98122
98105
Secondary Trade Area
SEATTLE CHINATOWN –INTERNATIONAL DISTRICT
STUDY AREA SECONDARY TRADE AREA BASED ON TOP CUSTOMER ZIP CODES
Market Data + DemographicsGET YOUR TRADE AREA RIGHT!
Presenter
Presentation Notes
The C-ID is a destination. Many of the neighborhood’s customers visit from outside the area. Areas in Green: Top four zip codes of Uwajimaya customers Light blue: (Potential) additional source of customers due to proximity and strong north/south transit.
Local resident spending is easy to calculate but there are other customers spending money in your district. Think: daytime workers, college students, and visitors.
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Students+ Workers
61%
Residents34%
Visitors5%
% OF POPULATION
MIDTOWN ATLANTA
GEORGIA TECHFOX THEATER
PIEDMONT PARK
Market Data + DemographicsDON’T FORGET THE NON-RESIDENTS
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How to assess the physical environment?
PRIVATE REALM
ACCESSIBILITY/ CONVENIENCE
PUBLIC REALM
Storefronts Building facades Signage
Streets Sidewalks Open Space
Parking/ Traffic Public transit Bike infrastructure
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Mermaid Ave
Stillwell Ave
W 37th
St
Neptune Ave 14,421 ADT
9,749 ADT
6,636 ADT
1,524 ADT
ADT: Average Daily TrafficSource: NY State DOT, Traffic Data Viewer, 2015
In walkable urban environments, automobile traffic may not be the main driver of demand for goods. and services.
MERMAID AVENUE, BROOKLYN NY
13,607ADT
Physical EnvironmentPEDESTRIAN COUNTS ARE AS VALUABLE AS TRAFFIC COUNTS
Presenter
Presentation Notes
Automobile traffic does not drive demand for goods and services in this walkable neighborhood corridor
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Pedestrian counts may be more useful in telling the story of how customers are getting to your district in urban mixed-use areas.
5PM
(Counts collected between Sun May 14 2017– Sun June 18) 2017
1412 Mermaid Ave(Stillwell Ave Station)
2816 Mermaid Ave(at W 28th St)
2PM
7AM460/hour
590/hour
290/hour
MERMAID AVENUE, BROOKLYN NY
5PM
Physical EnvironmentPEDESTRIAN COUNTS ARE AS VALUABLE AS TRAFFIC COUNTS
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- Anchors
MIDDLETOWN, NY ENGLEWOOD, NJ
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3ShopRite
BergenPAC
IHOP
Benzel Busch
Blue Moon
Noches de Colombia
EnglewoodLibrary
Lexus
- Anchors
1. Entertainment + Dining2. Civic + Sports Hub3. Local + Ethnic
1. West-Side Ethnic2. Entertainment + Dining3. Convenience Goods
Business EnvironmentRETAIL MICROCLIMATES + RETAIL ANCHORS
CAPACITY
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Are there others leading revitalization of your district?
CITY
CHAMBER OF COMMERCE
MERCHANTS ASSOC/ BIDs
BUSINESS OWNERS
PROPERTY OWNERS DEVELOPERS BROKERS
RESIDENTS/ COMMUNITY
GROUPS
STATE
Administrative CapacityLEADERSHIP
What are the resources and funding of each of these groups?
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CITY
NON-PROFIT
PHILANTHROPIC
STATE
FEDERAL
Administrative CapacityRESEOURCES
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PARKING/ACCESS ENTITLEMENTS
Zoning/Regulations
SIGNAGE REGULATIONS
Presenter
Presentation Notes
City of Mount Vernon has a 5.0 minimum parking requirement for every 1,000SF of retail and 10.0 parking requirement for restaurants This is high compared to other similar urban downtowns such as New Rochelle (2.5-6.7), Yonkers (2.8-6.7), Englewood (2.5-3.3), Providence RI (2.0 per 1,000). Strict city regulations on store signage and banners (1960s legislation) affects vibrancy of downtown Restrictions on size, color not business friendly – colors related to specific cultures banned Less vibrant compared to North Bergen
ACTION
Manage and maintain
Great bones, where are the people?
Starting from scratch
Places to shop, no reason to stay
Starting from
Scratch
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Great bones,
where are the people
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Manage and
Maintain
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MERMAID AVE, NYC
If you’re starting from scratch…QUADRANT ONE (low density, challenging physical environment, few offerings)
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MERMAID AVE, NYC
AWNINGSPEDESTRIAN LIGTHING
BANNERS TREES BENCHES
TRANSPARENT STOREFRONTS
+NEW AWNINGSSTRIPED
SIDEWALKS AND LANES
Complete streets design, crime prevention through environmental design strategies
Key Actions + StrategiesQUADRANT ONE (low density, challenging physical environment, few offerings)
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MERMAID AVE, NYC
Key Actions + StrategiesQUADRANT ONE (low density, challenging physical environment, few offerings)
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MERMAID AVE, NYC
Key Actions + StrategiesQUADRANT ONE (low density, challenging physical environment, few offerings)
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MORGANTON, NORTH CAROLINA
If you’ve got “great bones” but where are the people?QUADRANT TWO (retail density, but a challenging physical environment)
Create downtown outdoor attractionsRock Wall Ropes Course
Zip Line
Activate court house square with ambient/ impulse entertainment
Splash pad
Carousel
Music/ Busking programs
Bar crawl/ Art Walks
Ensure active ground floor retail uses at the core
46% of ground floor storefronts at the core retail intersection have passive uses that are not open past 6pm.
120ft(Sterling St)
120ft(Union St)
Conduct like-district recruitment
Black Mountain
Blowing Rock
Charlotte
Asheville
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MYRTLE AVENUE, NYC
If have places to shop, but no reason to stay…QUADRANT THREE (high retail density, challenging physical environment)
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MYRTLE AVENUE, NYC
Reach out to targeted prospective tenants that meet preferences of new residents
Key Actions + StrategiesQUADRANT THREE
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MYRTLE AVENUE, NYC
Carry out events/ festivals celebrated by local immigrants
Key Actions + StrategiesQUADRANT THREE
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APEX, NORTH CAROLINA
If need to manage and maintain…QUADRANT FOUR (high retail density, attractive physical environment)
TIME
RESOURCES
LEADERSHIP/ EXPERTISE
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Change does not often happen quickly, especially if major redevelopment investments are required
Identification of assets and the consistent application of human capital and financial resources over time
Leadership expertise and skills that are a good fit for the interventions required at any given time.
What Does It Take To Move From Quadrant to Quadrant?
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Use the findings from the diagnostic and capacity building phase to advocate for change, communicate priority goals/ district vision, and facilitate grant/ funding requests.
How Do You Get Actions Implemented?
Presenter
Presentation Notes
With a 24 percent vacancy rate along Bay Street's deteriorated commercial strip, the city is stepping in to help improve ailing businesses. This includes grant funding and expert technical assistance to refresh the storefronts of 15 small businesses with lighting, new signage and other improvements. The boost for business is thanks to the Commercial Corridor Challenge, an initiative put forth by the Local Initiatives Support Corporation (LISC) NYC, Citi Community Development and NYC Small Business Services. The program will be implemented in conjunction with the Staten Island Chamber of Commerce. The capacity-building technical assistance being coordinated by LISC at each site will ensure that proven market-informed solutions serve as the basis for strategically selected early actions—and take advantage of lessons learned in other communities. On Staten Island, the Chamber will focus on a historic, walkable neighborhood in Stapleton with a handsome old town square at Tappen Park. Adjacent to the park is a nascent node of diverse local and ethnic restaurants that is increasing the number of people drawn from beyond the immediate neighborhood. Improvements to lighting and storefronts, along with some programming to promote the restaurants and businesses, are on the Chamber’s agenda.
Product Lifecycle
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Investmentnecessary to prevent further decline
