highlands economic development: where do we go from here? madison gross international council of...

Highlands Economic Highlands Economic Development: Where Do WE Go Development: Where Do WE Go

from Here?from Here?

Madison GrossMadison Gross

International Council of Shopping International Council of Shopping CentersCenters

Our objectives tonight….Our objectives tonight….

Explore ways to increase tourist trafficExplore ways to increase tourist traffic

Our objectives tonight...Our objectives tonight...

Discuss if we can bring more local shoppers Discuss if we can bring more local shoppers to townto town

Our objectives tonight...Our objectives tonight...

After our question and answer period, let’s After our question and answer period, let’s take some of the best ideas (yours or mine) take some of the best ideas (yours or mine) and start to put them to actionand start to put them to action

TonightTonight

Some of what I have to say you’ve heard Some of what I have to say you’ve heard before….but some of it is probably new, toobefore….but some of it is probably new, too

TonightTonight

Economic development is often the Economic development is often the implementation of out-of-the-box thinkingimplementation of out-of-the-box thinking

Where We AreWhere We Are

We have a ton of research that I’ve pored We have a ton of research that I’ve pored through – it’s all good but we seem to have through – it’s all good but we seem to have fallen behind on the executionfallen behind on the execution

From Here On InFrom Here On In

We’re going to need a united front and We’re going to need a united front and commitment to move forwardcommitment to move forward

TourismTourism

What is the #3 tourist destination in New What is the #3 tourist destination in New York State after New York City and Niagara York State after New York City and Niagara Falls? Falls?

TourismTourism

Idea: a pedestrian mall Idea: a pedestrian mall

TourismTourism

Close North half of Main Street to traffic and Close North half of Main Street to traffic and put on special events every weekend put on special events every weekend possible:possible:

- cultural activities- cultural activities

- fund raisers- fund raisers

- fairs- fairs

- craft shows - craft shows

- art exhibits- art exhibits

- family entertainment- family entertainment

TourismTourism

The Farmer’s Market is the one place you The Farmer’s Market is the one place you can buy local- buying local is a good thing- can buy local- buying local is a good thing- but it’s awfully small in its present state and but it’s awfully small in its present state and has little entertainment value, but if it has little entertainment value, but if it couldcould expand its wares….that could draw both expand its wares….that could draw both tourists AND locals tourists AND locals

TourismTourism

Eating itself is not considered Eating itself is not considered “entertainment” “entertainment”

Where is the entertainment quotient?Where is the entertainment quotient?

TourismTourism

Hang big signs to welcome visitors!Hang big signs to welcome visitors!

TourismTourism

Theme our village venueTheme our village venue

““Hometown U.S.A.”?Hometown U.S.A.”?

TourismTourism

Come up with a logo, a name and anCome up with a logo, a name and an

eye-catching color design for the downtown eye-catching color design for the downtown business improvement programbusiness improvement program

TourismTourism

Is it better for the town to look more military Is it better for the town to look more military or look more historical in concept? or look more historical in concept? – What we have is neitherWhat we have is neither

TourismTourism

MAYBE…the answer lies in making the MAYBE…the answer lies in making the North End of Main Street the tourist-oriented North End of Main Street the tourist-oriented half of the town, and the South End caters to half of the town, and the South End caters to the locals and we DON’T try to link the twothe locals and we DON’T try to link the two

TourismTourism

If by making Main St. one-way, tourists in If by making Main St. one-way, tourists in cars have to pass our waycars have to pass our way

– But we also have to give them a good But we also have to give them a good reason to stop herereason to stop here

TourismTourism

Signage has to be more prominent around Signage has to be more prominent around town so tourists get to know their way town so tourists get to know their way around and become aware of what’s herearound and become aware of what’s here

-like the eye-catching Farmer’s Market signs -like the eye-catching Farmer’s Market signs on Routes 9W and 218 on Routes 9W and 218

TourismTourism

Store names, construction styles and Store names, construction styles and merchandise sold in the tourist types of merchandise sold in the tourist types of stores, from this point on, should be more or stores, from this point on, should be more or less tied to our overall theme and look less tied to our overall theme and look wherever possiblewherever possible

TourismTourism

Shopping has to be a fun activity for tourists, Shopping has to be a fun activity for tourists, where’s our where’s our funfun, tourist magnet? , tourist magnet?

TourismTourism

Can we find or cultivate a tourist magnet?Can we find or cultivate a tourist magnet?

TourismTourism

Even shuttered storefronts should be Even shuttered storefronts should be brightly decoratedbrightly decorated

TourismTourism

Everyone who owns a store must be Everyone who owns a store must be challenged to improving their visual displaychallenged to improving their visual display– Let’s teach them if we have to…Let’s teach them if we have to…– We only have one shot to capture a visitor!We only have one shot to capture a visitor!– We can’t expect repeat business and referrals if We can’t expect repeat business and referrals if

they’re disappointed they’re disappointed

TourismTourism

No ugly windowsNo ugly windows No messy displaysNo messy displays Curb appeal a must!Curb appeal a must! Super cleanSuper clean Got to get some good sign-makers hereGot to get some good sign-makers here Turn the lights onTurn the lights on No empty shelvesNo empty shelves Redecorate frequently Redecorate frequently

TourismTourism

One goal should be to cultivate independently One goal should be to cultivate independently owned crafts stores, antique, nostalgia shops and owned crafts stores, antique, nostalgia shops and unique gift shops to open here (think New Paltz unique gift shops to open here (think New Paltz and Woodstock)and Woodstock)

TourismTourism

Target women shoppers MUCH MORETarget women shoppers MUCH MORE

TourismTourism

Consider creating opportunities for pop-up stores Consider creating opportunities for pop-up stores (temporary stores) and RMU’s (retail merchandise (temporary stores) and RMU’s (retail merchandise units) units)

TourismTourism

Divert “Cold Spring-type” visitors to also visit hereDivert “Cold Spring-type” visitors to also visit here

TourismTourism

Let’s go on a “best practices” road trip to find the Let’s go on a “best practices” road trip to find the answer! answer!

TourismTourism

Does the town have reason to open up a Does the town have reason to open up a temporary historical exhibit or permanent temporary historical exhibit or permanent museum? museum?

TourismTourism

Unfortunately….at present…the town lacks Unfortunately….at present…the town lacks a “focal point” to build around – the best a “focal point” to build around – the best available land to do that is to take half of the available land to do that is to take half of the center parking lot on Main St. and convert it center parking lot on Main St. and convert it to something that catches the eye of the to something that catches the eye of the visitor in a town square concept visitor in a town square concept

TourismTourism

The focal point could be a statue properly The focal point could be a statue properly placedplaced

It could be the Military Walk of FameIt could be the Military Walk of Fame It could be a fountainIt could be a fountain It could be a piece of sculptureIt could be a piece of sculpture

TourismTourism

Offer historical driving, bike and walking trailsOffer historical driving, bike and walking trails– Connected to West Point/Walk of FameConnected to West Point/Walk of Fame– Connected to Fort MontgomeryConnected to Fort Montgomery– Connected to Bear MountainConnected to Bear Mountain– Connected to Cornwall, Garrison, Peekskill or Connected to Cornwall, Garrison, Peekskill or

other historical points of interestother historical points of interest– Come up with a great looking mapCome up with a great looking map– Test guided toursTest guided tours

TourismTourism

Could we tie ourselves to a Duck Tour of the Could we tie ourselves to a Duck Tour of the Hudson?Hudson?

TourismTourism

U.S. Cultural and Heritage U.S. Cultural and Heritage Marketing CouncilMarketing Council

TourismTourism

What we have to doWhat we have to do– Check racks at all area venues and make sure Check racks at all area venues and make sure

we fill them with our materialswe fill them with our materials– See that we’re properly advertised in tourist and See that we’re properly advertised in tourist and

business directories business directories – Create a great Calendar of Events; post it, hang Create a great Calendar of Events; post it, hang

it large, e-mail it; print it; mail it, even go door-it large, e-mail it; print it; mail it, even go door-to-door!to-door!

– Meet with state and county departments of Meet with state and county departments of tourismtourism

TourismTourism

Consider naming a Tourism Consider naming a Tourism Director; advertise that this Director; advertise that this department exists; find a desk for department exists; find a desk for it; make sure the phone takes it; make sure the phone takes messagesmessages

Economic DevelopmentEconomic Development

Promote a regional business expo (or an economic Promote a regional business expo (or an economic development day for just our town) and hold it development day for just our town) and hold it herehere– with speakerswith speakers– attractionsattractions– one-on-one opportunities to meet politiciansone-on-one opportunities to meet politicians– press coveragepress coverage– special deals for customers on this dayspecial deals for customers on this day– invite all residents to join usinvite all residents to join us

This is not to compete with what West Point doesThis is not to compete with what West Point does


Lobby the public sector harder than ever for Lobby the public sector harder than ever for Tax Increment Funds and Business Tax Increment Funds and Business Improvement District moneyImprovement District money

Float a bond issue?Float a bond issue? Find the real advocates in local, regional Find the real advocates in local, regional

state and federal government and cultivate state and federal government and cultivate themthem

Seek out what is possible in terms of grants,Seek out what is possible in terms of grants, demonstration projects, stimulus funds, etc.demonstration projects, stimulus funds, etc.


Name an Economic Development Director? Name an Economic Development Director? – The person could even be a business owner The person could even be a business owner – The position can be part-timeThe position can be part-time


Pass the 3% local hotel tax!Pass the 3% local hotel tax!


Make sure store employees don’t use prime Make sure store employees don’t use prime parking spots parking spots


Is our Zoning Board and our Planning Board Is our Zoning Board and our Planning Board working in our favor? working in our favor?


Update the Master PlanUpdate the Master Plan

- Concentrate on what can be done, given - Concentrate on what can be done, given limited resources limited resources

- Anything new or different in a town can get - Anything new or different in a town can get some of the residents upset in the short-runsome of the residents upset in the short-run


Determine if West Point is our full partner or Determine if West Point is our full partner or we have to go at it alone we have to go at it alone


Determine the level of risk we need to take Determine the level of risk we need to take


Two really good things to shoot for?:Two really good things to shoot for?:– Help the present land owner to build a shopping Help the present land owner to build a shopping

center by the Holiday Inn on 9Wcenter by the Holiday Inn on 9W– Get an investor/builder to buy a few stores that Get an investor/builder to buy a few stores that

are attached to one another in downtown are attached to one another in downtown Highland Falls and convert the space Highland Falls and convert the space


Insist on more uniform store closing timesInsist on more uniform store closing times


Come up with an “open on Sunday” strategyCome up with an “open on Sunday” strategy


Bring back the nights too by coming up with Bring back the nights too by coming up with clever promotions for families, for young clever promotions for families, for young people, for adults looking to enjoy free timepeople, for adults looking to enjoy free time


We need an anchor and Rite Aid is not that….We need an anchor and Rite Aid is not that….


The right kind of food store to replace Key The right kind of food store to replace Key Food could attract both visitors and Food could attract both visitors and residents and that could be a big winnerresidents and that could be a big winner


Even if you have a strong food store Even if you have a strong food store operating, there would still be no retail operating, there would still be no retail anchor here anchor here


When you make Main Street one-way:When you make Main Street one-way:– Then we can widen the pavement to allow Then we can widen the pavement to allow

more benches and cafe tablesmore benches and cafe tables

This can be done without touching the This can be done without touching the federally-owned service road off of Main St. federally-owned service road off of Main St.


Store owners must “pass muster”Store owners must “pass muster”– Sorry, no more laundromats and pizza parlorsSorry, no more laundromats and pizza parlors– Adhere to uniform store design standards and Adhere to uniform store design standards and

stylesstyles– There must be standards of performance, There must be standards of performance,

especially to offer exceptional customer serviceespecially to offer exceptional customer service


A fast-growing segment in this country areA fast-growing segment in this country are

retail franchises. Do we love them inretail franchises. Do we love them in

The Highlands? The Highlands?


Bring in stores that offer a higher level of Bring in stores that offer a higher level of unique and quality merchandiseunique and quality merchandise– What categories of stores do you want???What categories of stores do you want???– Is there a chain we should concentrate on?Is there a chain we should concentrate on?– What incentives can we give them to open up What incentives can we give them to open up

here?here?– What fact sheets/material can we supply What fact sheets/material can we supply

brokers and landlords to help sell the space?brokers and landlords to help sell the space?

Chamber InvolvementChamber Involvement

Post visible chamber signs Post visible chamber signs Chamber calling cards Chamber calling cards Have a working phone numberHave a working phone number Banner/visibility at community eventsBanner/visibility at community events


Take Sandy’s DVD/streaming video and circulate it Take Sandy’s DVD/streaming video and circulate it frequentlyfrequently


Operate a Welcome WagonOperate a Welcome Wagon


Reach out to our temporary residents in a moreReach out to our temporary residents in a more serious way serious way


Bring guests to chamber meetingsBring guests to chamber meetings

- We need lawyers, West Point decision-makers, moms, - We need lawyers, West Point decision-makers, moms, architects, sign-makers, printers, budding entrepreneurs, architects, sign-makers, printers, budding entrepreneurs, students, ordinary citizens who are passionate and more – students, ordinary citizens who are passionate and more – and join committees! and join committees!


Create a newsletter?Create a newsletter?– Should we concentrate more of our editorial, Should we concentrate more of our editorial,

time and money on cultivating tourists – or – on time and money on cultivating tourists – or – on local area residents?local area residents?

– Targeting tourists can be vast opportunities, Targeting tourists can be vast opportunities, with several counties within driving distance with several counties within driving distance Plus, we have thousands of visitors to West PointPlus, we have thousands of visitors to West Point


Stress member benefits and increase Stress member benefits and increase member benefitsmember benefits

A “signature pick” should be on the bottom A “signature pick” should be on the bottom of everyone’s e-mail saying they’re a of everyone’s e-mail saying they’re a member of the chamber and direct readers member of the chamber and direct readers to a web addressto a web address

Look to a creating a joint, self-funded Look to a creating a joint, self-funded merchant marketing fund merchant marketing fund

Young PeopleYoung People

Consider building a children’s play area or having Consider building a children’s play area or having a Gymboree herea Gymboree here

Get kids to work with the Garden Club to plant Get kids to work with the Garden Club to plant flowers and trees and let’s hang up their art work!flowers and trees and let’s hang up their art work!

Let’s make economic development and marketing Let’s make economic development and marketing the town a student project @ O’Neill Highthe town a student project @ O’Neill High

Let’s have the young people create interesting Let’s have the young people create interesting promotions using social and mobile media promotions using social and mobile media

PublicityPublicity

Publicity “takes a village”Publicity “takes a village” We need sponsors/backers – like a Home We need sponsors/backers – like a Home

Depot, Habitat for Humanity, American Depot, Habitat for Humanity, American Express, Sears, etc. – this is do-ableExpress, Sears, etc. – this is do-able

Much more needs to be written and talked Much more needs to be written and talked about this town – can we write buzz-worthy about this town – can we write buzz-worthy columns and advertorials?columns and advertorials?

There’s an array of free media out thereThere’s an array of free media out there– But it takes time and effortBut it takes time and effort

PublicityPublicity

Get public opinion on our side by stressing Get public opinion on our side by stressing economic development is to improve the economic development is to improve the residents' quality of liferesidents' quality of life

PlanningPlanning

Let’s write ourselves a business planLet’s write ourselves a business plan– It includes a situation analysis, a marketing It includes a situation analysis, a marketing

plan, a research plan, a publicity plan, a mission plan, a research plan, a publicity plan, a mission statement and a vision statementstatement and a vision statement

– Let’s partner with West Point and the public Let’s partner with West Point and the public sector to get this done sector to get this done

– Let’s write measurable and achievable goals, Let’s write measurable and achievable goals, objectives, strategies and tacticsobjectives, strategies and tactics

– Let’s put due dates and make people Let’s put due dates and make people responsible for completing action items responsible for completing action items

Thank you!Thank you!

highlands economic development: where do we go from here? madison gross international council of...

Documents

town slide

possible slide

decorated slide

execution slide

tourist traffic slide

tourism shopping

tourism theme

tourism signage