heritage ohio webinar january 5, 2011
TRANSCRIPT
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MAIN STREET™
• Is a trademarked program of the National Trust for Historic
Preservation
• Heritage Ohio is the contracted coordinating agency for the
Ohio Main Street Program
•There are 34 Ohio Main Street Programs
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MAIN STREET™ Requires:
• Paid professional manager
• Work plan for board and committees
• On-going training for manager and volunteers
• Accountability & annual evaluation
• Grassroots commitment
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The Eight Principles
1. Main street is a comprehensive approach.
2. Main Street relies on quality.
3. Main Street is making meaningful, long term revitalization possible through public/private partnerships.
4. Main Street involves changing attitudes.
5. Main Street focuses on existing assets.
6. Main Street is a self-help program.
7. Main Street’s approach is incremental in nature.
8. Main Street is implementation-oriented.
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The Eight Principles
1. Main street is a comprehensive approach.
2. Main Street relies on quality.
3. Main Street is making meaningful, long term revitalization possible through public/private partnerships.
4. Main Street involves changing attitudes.
5. Main Street focuses on existing assets.
6. Main Street is a self-help program.
7. Main Street’s approach is incremental in nature.
8. Main Street is implementation-oriented.
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The Eight Principles
1. Main street is a comprehensive approach.
2. Main Street relies on quality.
3. Main Street is making meaningful, long term revitalization possible through public/private partnerships.
4. Main Street involves changing attitudes.
5. Main Street focuses on existing assets.
6. Main Street is a self-help program.
7. Main Street’s approach is incremental in nature.
8. Main Street is implementation-oriented.
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The Eight Principles
1. Main street is a comprehensive approach.
2. Main Street relies on quality.
3. Main Street is making meaningful, long term revitalization possible through public/private partnerships.
4. Main Street involves changing attitudes.
5. Main Street focuses on existing assets.
6. Main Street is a self-help program.
7. Main Street’s approach is incremental in nature.
8. Main Street is implementation-oriented.
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The Eight Principles
1. Main street is a comprehensive approach.
2. Main Street relies on quality.
3. Main Street is making meaningful, long term revitalization possible through public/private partnerships.
4. Main Street involves changing attitudes.
5. Main Street focuses on existing assets.
6. Main Street is a self-help program.
7. Main Street’s approach is incremental in nature.
8. Main Street is implementation-oriented.
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The Eight Principles
1. Main street is a comprehensive approach.
2. Main Street relies on quality.
3. Main Street is making meaningful, long term revitalization possible through public/private partnerships.
4. Main Street involves changing attitudes.
5. Main Street focuses on existing assets.
6. Main Street is a self-help program.
7. Main Street’s approach is incremental in nature.
8. Main Street is implementation-oriented.
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The Eight Principles
1. Main street is a comprehensive approach.
2. Main Street relies on quality.
3. Main Street is making meaningful, long term revitalization possible through public/private partnerships.
4. Main Street involves changing attitudes.
5. Main Street focuses on existing assets.
6. Main Street is a self-help program.
7. Main Street’s approach is incremental in nature.
8. Main Street is implementation-oriented.
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The Eight Principles
1. Main street is a comprehensive approach.
2. Main Street relies on quality.
3. Main Street is making meaningful, long term revitalization possible through public/private partnerships.
4. Main Street involves changing attitudes.
5. Main Street focuses on existing assets.
6. Main Street is a self-help program.
7. Main Street’s approach is incremental in nature.
8. Main Street is implementation-oriented.
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Board of Directors
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The Ideal Organization
Coordinates the strategic work plan
Implements the strategic work plan
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Four Point ApproachOrganization Promotion
Design Economic Restructuring
issues
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Organization Committee
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•Volunteer Development
•Communication/Public Relations
•Fund Raising
•Reporting
•Human Resources
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Public Sources
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Stakeholder Support
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Sponsorship
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Earned Income
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Special Events
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Merchandise Sales
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•1/3 Public funding
•1/3 Stakeholder support
•1/3 Earned income
Main Street Budget
Distribution of Funding Sources
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Board Development
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Why it matters• Without a strong board of directors, the executive
director and staff are expected to not only have the vision for what the organization can become, but also to do all of the work.
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Why it matters• The bottom line: Without a strong board, nonprofit
organizations show limited success in meeting both client and community need.
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Economic Restructuring
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Today’s economic development
•Use incentives (tax payer money) to attract industry•Use incentives (tax payer money) to attract new retail*
•Retail does not create new demand, just shiftsShopping patterns
•Economic Development is a winner takes all proposition •The biggest companies wield influence, make headlines, hire lawyers, package numbers, market their benefit
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An arms race to
the bottom
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Who can give it all away the fastest?
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Tax incentives- it doesn’t add up
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Economic Restructuring•Develop the local economy from within
•Strengthen existing businesses•Develop entrepreneurs
•Does not rely on incentives (saves tax dollars)•Keeps more money local
•Big box – 10%-15%•Chains – 30%-40%•Locally owned – 40%-55%
•Local business also donate more time and money in the community
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ER and Historic Preservation
Demand for good and services
Sales
Rents
VALUE
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The Plan
1. Strengthen existing businesses
2. Fill Vacancies3. Assemble incentives and
capital4. Know the market5. Monitor and report
performance* Work with promotions on shop local
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Design Committee
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Elements of Design
• Education
• Technical Assistance
• Public Design
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Signs
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Mansfield
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Nelsonville
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Promotion Committee
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Elements of Promotion
• Image Promotion
• Retail Promotion
• Heritage Tourism
• Special Events
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Promotions Committee
The Promotion Committee’s primary responsibility is to market a unified, quality image of the business district as the center of activities, goods and services to retailers, shoppers, investors and tourists.
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•What is your internal image?
•What is your external image?
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The promotional programshould pinpoint:
strengths to build onaudiences to targetopportunities for business growth
positive changes downtown
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1. General Image Promotion
Unified graphic design (logo)Highly identifiableSimple in designEasily understoodFlexible in useEasily reproduced
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What does your website say about your program?
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General Image Promotion Tools
Business Directory
Shopping Guide
Restaurant Guide
Parking Map
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e-blast
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Initial membership brochure;Mixed results and feedback
Redesigned membership brochure better reflected district
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2. Retail Activities The image presented by the district as a
whole is only as enticing as the image presented by each business.
Retail Image Building Storefront
Signage Display of Goods Window Display Five Senses Intensive Customer Service
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Retail & special event combination in Defiance, Ohio
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Four Areas of PromotionRetail Activities…
offer the opportunity to showcase the goods andservices available in your Main Street district.
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A joint effort of several districts can also be effective
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Retail Activities The greatest impact comes when the entire
business district acts in unison. Joint promotions involving all of Main Street require organization and careful planning.
Draw up a year-long calendar in advance.Back-to-School Sidewalk SalesCrazy Days Holiday Gift GivingSpring into Summer President’s DayMother’s Day Father’s DayValentines Day
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3. Special EventsSpecial Events… are a long-term strategy to cultivate people’s habit of coming downtown by using downtown as the natural setting for social and civic life.
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Special Events… introduce new groups of consumers
to the downtown and provide addedexcitement for existing customers.
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Special Events To ensure success, every special event should include:
MusicFoodActivities for ChildrenOverlapping eventsSomething free
Special Events can kick off retail seasons... extend them with extra excitement... or fill in during slack periods in the downtown calendar.
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Special Events
Encourage merchants to participate with Window Displays Co-op Advertising Provide ideas
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4. Heritage Tourism
• Heritage Tourism: is traveling to experience the places and activities that authentically represent the stories and people of the past.
• Core idea of Heritage Tourism: Save your Heritage, Share it with visitors and Reap the economic benefits of tourism.
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Heritage Tourism Travelers
Trends Stay longer Shop more Likely to take group tours/travel packages
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Factors of Heritage TourismGrowth
More weekend travel Aging baby boomers Use of technology / Internet Broadening perspective and
experience of history
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Ohio Main Street Reinvestment StatisticsJanuary 1, 2009 through December 31, 2009
Communities Reporting 37
Volunteer Hours Donated 90,324
Annual Budget all programs $3,483,320.16
Total Investment $128,789,785
Reinvestment ratio $36.97
Investment per community $3,480.405
net new businesses 89
net new ft jobs 434
net new pt jobs 484
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Becoming a Main Street Community
Create a public/private non-profit organization
Join at the Emerging Level ($2500) After 1 year and before 3 years apply to
become a Certified Main Street program Heritage Ohio will conduct an on-site
interview to determine a communities ability to succeed as a Main Street Program
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Heritage Ohio Main Street Program•846-1/2 East Main Street•Columbus, Ohio 43205
•614-258-6200
www.HeritageOhio.Org