madison’s central business improvement district annual meeting august 15, 2006

Madison’s Central Business Improvement District

Annual Meeting

August 15, 2006

BID Statistics

• Number of Properties: 204

• Street level businesses: 300– 37% restaurants, bars, other food/drink – 32% retail– 31% service businesses– 80% locally-owned– 5% locally-owned franchise– 11% nonprofit

BID Profile

• 7th year of operation

• 17 member Board of Directors

• Two staff persons

BID Board of DirectorsTrudy Barash – State Street Property OwnerTom Beach – State Street Business OwnerKristine Fauerbach – State Street Business OwnerMichael Goldberg – Tax Exempt EntityLori Kay – UW Madison RepresentativeSue Krug* – King Street Business Association RepresentativeLarry Lichte – West Main Business OwnerPat McGowan – State Street Business OwnerMario Mendoza* – City of Madison RepresentativeMaria Milsted – State Street Property OwnerBrian Mullins – Capitol Square Property OwnerGregg Mulry – Downtown ResidentStacy Nemeth – Capitol Square Property OwnerRick Petri – DMI MemberHawk Schenkel – GSSBA MemberMary Lang Sollinger – Downtown Coordinating Committee RepMichael Verveer* – District 4 Alder

BID Staff

• Executive Director – Mary Carbine– Began in March, 2006– Past Director of the Wisconsin Film Festival– Extensive experience in marketing,

fundraising, events and community relations

• Programming Coordinator – Mitch Freund– Began in September, 2005– Previously with Milwaukee’s BID #21

Areas of Strategic Focus

1.Advocacy Efforts

2.Maximizing Marketing

3.Community Relations

4.Welcoming Environment

Advocacy Efforts

Objectives:• Be at the table when issues concerning

the district are discussed.

• Be respected by decision makers and stakeholders.

• Have the ability to influence decisions regarding the district.

Advocacy Efforts

Major Initiatives:• Safety

• Parking

• Construction

• Halloween

• Downtown Dynamic

Advocacy Efforts - Safety

• Meeting and communicating regularly with Mayor’s office, Police department and the State Street neighborhood officer.

• Will continue to provide pressure regarding downtown safety and advocate for the safety of residents and visitors.

Advocacy Efforts - Parking

• Successfully advocated against enforcement hour increases for downtown meters.

• Continue to advocate for a mid-State Street parking ramp at the Buckeye Lot. Emphasize the need and, original intent, for ample short term customer and visitor parking.

• Recently met with City staff and sent letters to the Mayor and Alders.

• Will provide input on Parking Utility marketing plans and RFP.

Advocacy Efforts – Construction

• Staff attends all construction meetings and sends weekly updates.

• Successfully advocated for the hiring of a design consultant for the 500-600 blocks to ensure that construction can be on track for 2007, instead of delayed until 2008.

• Orchestrated process to seek business input into 500-600 design.

Advocacy Efforts - Halloween

• Successfully advocated against a special assessment district on State Street to cover City expenses.

• Successfully advocated against the total shutdown of State Street.

• Working closely with the Mayor’s office and City staff to advocate for a gated event.

Advocacy Efforts - Halloween

• Mary is able to provide her considerable event planning experience to the City staff as they continue to shape these plans.

• Continue to seek input from area businesses and property owners and will actively advocate for their interests.

Advocacy Efforts – Downtown Dynamic

• Focused on business retention, recruitment and expansion.

• Market Analysis funded by BID and City of Madison currently underway.

• Will aid in marketing the downtown, targeting the right business mix and provide valuable information for property owners.

Maximizing Marketing

Objectives: • To promote central downtown as a retail,

restaurant, entertainment and cultural district.

• To reinforce a consistent, recognizable brand for the central downtown.

• To offer consistent, high-value co-op advertising opportunities.


Target Markets:

1. Local (greater Madison) adults, active consumers

2. UW-Madison students

3. Visitors from outside Madison area


Specific Goals:• Upgrade the BID website, business directory• Provide high-value co-op ad opportunities• Leverage event sponsorships• Use media relations• Market parking - practical, specific• Reinforce consistent BID brand


BID Marketing Committee:

• Representatives from BID and GSSBA – retail, restaurant/bar, hospitality, performing arts, and UW-Madison.

• Advises BID staff and helps evaluate marketing and advertising opportunities.


Spring/Summer Initiatives:

• Downtown Map and Guide

• Maxwell Street Days

• Jazz at Five

• New Resident Packets (300)

• Downtown Map Posters


Downtown Map & Guide

Redesigned, re-issued

Spring 2006

300 business, organizations

Funded by advertising sales


Downtown Map & Guide• 95,000+ distributed in ’06 to date• Distributed via Ambassador Booths, website

order form, local businesses, UW CIVC, state travel centers, area hotels and destinations.

• Distributed to individuals, businesses, national and international visitors.


Maxwell Street Days• Cash sponsorship (1st time)• 45 Downtown Madison Gift Certificates + City

Parking coupons (radio stations)• Press releases to 75 travel and 90 local media• Coverage included WKOW-TV, NBC-15,

WISC-TV, WIBA, Capital Times, Isthmus, WSJ


Fall/Winter Initiatives:• Website redevelopment• “Back to School” (Students, Young Adult)• Holiday Shopping & Dining (Locals)• Marketing to Visitors• Visitor Promotions• Marketing Parking


Website, Business Directory• New Site launched August 11• www.visitdowntownmadison.com• Brand consistency, expanded content• Ongoing updating of Business Directory• Marketing of website in all other ads• Targets all markets

http://www.visitdowntownmadison.com/


“Back to School”• WSUM Party in the Park, dorm drop

• Sponsorship: On-air credits, website, banner at event (Sep. 2), logo on t-shirts, posters

• On-air Gift Certificate giveaway• Logo, website on 6,300 schedules to dorms

• Isthmus Annual Manual, Onion


Holiday Shopping & Dining• Targets locals and visitors• Advertising Campaign: Print, Web, On-air,

Outdoor• 13 BID-subsidized co-op advertising

opportunities. Average savings $364 per ad.• Holiday trolley, lighting, carolers


Marketing to Visitors• Website prime tool for visitor research• Co-op Ads include Greater Madison

Convention & Visitor Bureau Guide• Visitor Promotions with GMCVB• Advertisements in:

• Wisconsin Trails• Downtown Hotel Guides


Visitor Promotions• Drum Corp International (Aug. 8-13, 75,000

attendees) – information booth• Ironman Wisconsin (Sept. 10, 30,000

attendees) – “Grab & Go”• World Dairy Expo (Oct. 3-7, 70,000

attendees) – information booth• UW admitted students – winter/spring ‘07


Marketing Parking• Website Parking Page• Downtown parking map, guide• Parking cross-marketed in other ads• Help City Parking Utility shape marketing

plans, marketing RFP

Community Relations

Objective:

Enable communication and maximize compatibility among users of the district.

Major Initiatives: 1. BID Member Communication

2. Relationship Building

Community Relations

BID Member Communication• New website includes expanded BID

information: News, Meetings, Minutes• Weekly e-newsletter highlights BID news,

advocacy, events and marketing. Sent to all BID members, City of Madison, downtown stakeholders and the media

• BID meetings organized: Halloween, State Street 500-600 block planning

• Ambassadors visit member businesses to provide face-to-face communication

Community Relations

Relationship Building• Board members and staff are involved in the

following organizations– Greater State Street Business Association– Downtown Madison, Inc.– Downtown Coordinating Committee– Greater Madison Visitor and Convention Bureau– Campus Information and Visitor’s Center– UW Chancellor’s Office– Overture Neighborhood Committee

Welcoming EnvironmentObjective:

Maintain a friendly, welcoming, accessible and unique environment within the district.

Major Initiatives:

Welcoming Environment

2. Physical Environment Enhancements

3. New Resident Welcome Program

4. Gift Certificate Program

1. Information Ambassador Program

Goals:•Provide excellent customer service

•Supply information about downtown events and businesses

•Serve as a liaison to BID businesses

1. Information Ambassador Program

Methods:• Information Booths on the Capitol Square and State Street

• Weekly deliveries to businesses

•The Holiday Shopping Trolley

•Staffing special events throughout the year

Information Ambassador Program

New Developments in 2006:

• Staffed Information Booths 7 days a week

• Instituted procedures and protocol

• Initiated weekly Ambassador “Staff Calls”

• Created an Ambassador Appreciation Party


2006 Statistics

Year To Date

• Ambassador Wages = $6,194 out of $15,000

• Volunteer Wage Equivalent = ($2,331)

• Public Relation Contacts = 8,003

• Business Contacts = 1,130

• Booths’ Brochure Distribution = 54,518


Incident Reports

• Ambassador Carol Crossan

• Volunteer Ambassador Daniel Veerhusen

• Ambassadors to the World:

Australia Colombia England Germany Ireland Italy Mexico

Netherlands Poland

Scotland SpainSloveniaSweden


2. Physical Environment Enhancements

• Coordinated 78 hanging floral baskets

• Planted 5 beds and 59 planters in spring

• Arranged 300 light-up snowflakes

• Landscaped planters in holiday décor

Details:

3. New Resident Welcome Program

Methods: • Petition BID businesses for items twice yearly

• Assemble packets utilizing Volunteer Ambassadors

•Deliver to realtors

• Present the packets when owners close on their new home

Goals:• Encourage new residents to patronize downtown

businesses and events

• Establish downtown as a friendly community

New Resident Welcome Program

2006 Statistics

Number of Packets: 270

Number of Participating Businesses: 115

Total Amount of Materials: 10,510


Participating Realtors: •McGrath Associates •Stark Realtors •Keller Williams Realty•First Weber Realtors

Participating Recipients:•Nolen Shores •Metropolitan Place •The Baskerville •The Marina •Numerous downtown homes•Downtown Dynamic participants


4. Gift Certificate Program

Details:

• Sold at the Overture Center, the University Book Store, and over the phone

• Accepted like a traveler's check

• Over 150 BID businesses currently participate

• Available in amounts up to $50

2006 Statistics

BID Office: $14,129

Overture Center/University Books: $30,372

Total Sold: $44,501

Year To Date

• Encourage people to shop, dine, and play in the BID

Goals:

Gift Certificate Program

BID Funding

We have begun reviewing various methods of assessment and may propose modification in the 2008 operating plan

BID FundingIntensified focus on external funding, such as

donations and sponsorships:• MGE sponsorship of hanging basket program• McGrath Associates/Nolen Shores sponsorship of

map posters for State St. & the Square (new)• IMS in-kind donation of website development

software/services (new)• Bruce Co. in-kind donation of selected summer

plantings (new)

Financial Results for 20052005 Projected Budget 2005 Actual

Income:

Property Owners $235,522 $235,522

Donations $55,000 $25,300

Map Advertising $52,000 $10,900

Parking Co-op $4,514

Interest/Other $3,000 $4,989

TOTAL INCOME $345,522 $281,225

Expenses:

Starting Balance -$4,605 -$16,612

Administrative $71,840 $69,851

Maximizing Marketing $111,500 $59,942

Welcoming Environment $138,000 $129,565

Community Relations $8,500 $5,969

TOTAL EXPENSES $329,840 $281,933

Financial Update for 20062006 Projected Budget 2006 Year-to-Date

Income:

Property Owners $242,217 $242,217

Sponsorships $25,000 $26,500

Map Advertising $34,210 $33,560

Parking Co-op $4,500 $0

Interest/Other $6,250 $5,400

TOTAL INCOME $313,677 $307,677

Expenses:

Starting Balance -$718 -$718

Administrative $99,742 $41,014

Maximizing Marketing $99,190 $53,189

Welcoming Environment $85,522 $51,788

Business Development $21,415 $7,500

Misc/Other $7,090 $1,417

TOTAL EXPENSES $313,677 $155,626

IT’S YOUR BID!

We represent YOU, YOUR Tenants and YOUR Businesses!

We welcome your questions and feedback

madison’s central business improvement district annual meeting august 15, 2006

Documents

total shutdown of state

business input

midstate street parking

street level businesses

city staff

property owners

downtown safety

city expenses