downtown business improvement district 2014 progress report
DESCRIPTION
Downtown Business Improvement District 2014 Progress Report. Presented by: Downtown Novato Business Association City Staff–Cathy Capriola, Peggy Flynn. Council Direction—October 2013 Approved funding for outside assessment of DBID Approved hiring part-time Executive Director - PowerPoint PPT PresentationTRANSCRIPT
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Downtown Business Improvement District 2014 Progress ReportPresented by:
Downtown Novato Business Association
City Staff–Cathy Capriola, Peggy Flynn
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DBID direction for 2014
Council Direction—October 2013
Approved funding for outside assessment of DBID
Approved hiring part-time Executive Director
In partnership with the City, the DNBA must demonstrate:
Improved outreach, dialogue and communication with members;
Increased transparency, administrative efficiency and effectiveness;
Develop a multi-year DBID budget and work plan;
Increased member involvement in the management of the DBID and efforts of the DNBA; and,
Update the current Memorandum of Understanding agreement between the DNBA and the City, for oversight of DBID.
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Overall Assessment
Civitas Presentation
The Downtown Novato Business Association and the DBID have a long history.
There has been much success in that history. The BID and Association have, and can, play a valuable, vital role in the health and vitality of Downtown.
In response to recent setbacks, the DNBA has taken steps to improve its operations and stakeholder relations. Although those efforts are still in the initial phase, they are recognized, and will continue to improve.
The DNBA is on the right track, and by continuing to strengthen its relationship with the City and through staffing, Board training, strengthening its administrative procedures, and strategically leveraging its funding, the DNBA can secure a successful future for Downtown Novato.
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Making Progress on Council Direction
-New Board Appointed in January-New Marketing Committee
Increasing member involvement in the management of the BID and the DNBA
Re-established committees to address marketing & events, finance, strategic planning
Grew Board membership to reflect diverse interests in Downtown
Utilized member & Board expertise to achieve goals in work plan
Created a “block captain” program to do face-to-face visits with members
Increasing transparency and administrative efficiency and effectiveness
Improved financial processes and record keeping Monthly financials posted on web site
4th Quarter Activities Pending Integration of new ED
Develop a multi-year DBID budget and work plan Updating the current MOU between the DNBA and
the City
Presented by:Mark Dawson, President of DNBA, President at Giant Properties Inc.
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Increasing outreach, dialogue and communication with members
Presented by:Andy Podshadley, Vice PresidentWinemaker, Trek Winery
Expanded Audience
Comprehensive update of member e-mail addresses
Email Communication
Established e-newsletter and regular e-notifications
Traditional Communication
Started mailing Newsletter to communicate to membership
Website
All general meetings, board meetings, and committee meetings posted to online calendar for 2014
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Executive Director Recruiting Process
Presented by:Jodi Fischer, DNBA Board MemberBroker, PNC Mortgage
Advertised for Role
Collected
Resumes
Initial Screenin
g
Panel Intervie
ws
Candidate
Selected
Offer Extende
d
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Developing Community Partnerships
Presented by:Randy Stemmer, DNBA SecretaryOwner, Marinmarket.com
DNBA
Chamber of Commerce
Novato Tourism
Committee
City of Novato
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New Marketing Strategy
"Half the money I spend on advertising is wasted; the trouble is I don't know which half.“ -John Wanamaker [pioneered ½ and full page ads]
Advertising efforts were being driven by vendors
Inconsistent messagingUnfocused targeting
Lack of consistent success metricsPresented by:Aaron Thompson, Board MemberCo-Founder at Bicycle Brüstop
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New Marketing Strategy
Started Over Developed New Marketing Plan
Who are we? Who are we trying to reach? How will we reach them? How will we measure success?
Strategic Consideration Uncertain budget
Result:Presented by:Aaron Thompson, Board MemberCo-Founder at Bicycle Brüstop
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Annual Calendar of Monthly “Drumbeat” Events
Presented by:Aaron Thompson, Board MemberCo-Founder at Bicycle Brüstop
Month Event(s)
January Tbd**
February Sweetheart Stroll*
March St Paddy’s Scavenger Hunt
April Spring Event (parade) *
May School Fuel Tour of Novato
June Festival of Art, Wine, & Music
July Fourth of July ParadeWounded Warrior Project Fundraiser*
August Nostalgia Days
September Outdoor Movie Nights**
October Safe Trick-or-TreatScream on the Green*
November Small Business SaturdayHoliday Shopping Season
December Tree LightingSnow Days
* new or modified event for 2014** new event 2015
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Facebook Marketing Results
Highlights
Reach ~170k individual people ~3 times each ~539k impressions
Engagement 113 page likes 144 reshares ~3k website referrals
Total Spend =
$2,547.81
Presented by:Aaron Thompson, Board MemberCo-Founder at Bicycle Brüstop
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Events & Marketing to date for 2014
Presented by:Aaron Thompson, Board MemberCo-Founder at Bicycle Brüstop
“I never knew the street lights were up all year. It is so beautiful.”
“Things have sure changed since I was here last. I didn't know there were so many different stores.”
"We came down from Petaluma just for this. I brought the kids down for a delicious breakfast at Left Coast to start, and now we’re having a blast with the scavenger hunt. I had forgotten how cute it is down here…We're going to have to come down here more often!"
This was a really fun and unique event!
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Next Steps
Staff Recommendation
Direct staff to continue to work with the DNBA in their role as the BID Advisory Board, which will include an update of the memorandum of understanding.
Provide direction to staff regarding a proposal for City seed investment in the DBID as a 3-year project for a total of $150,000.
Approve the 2014 budget for the remaining year.
Return to Council with administrative guidelines for annual DBID renewal process