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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.
Maximizing Marketing
Target Markets:
1. Local (greater Madison) adults, active consumers
2. UW-Madison students
3. Visitors from outside Madison area
Maximizing Marketing
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
Maximizing Marketing
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.
Maximizing Marketing
Spring/Summer Initiatives:
• Downtown Map and Guide
• Maxwell Street Days
• Jazz at Five
• New Resident Packets (300)
• Downtown Map Posters
Maximizing Marketing
Downtown Map & Guide
Redesigned, re-issued
Spring 2006
300 business, organizations
Funded by advertising sales
Maximizing Marketing
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.
Maximizing Marketing
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
Maximizing Marketing
Fall/Winter Initiatives:• Website redevelopment• “Back to School” (Students, Young Adult)• Holiday Shopping & Dining (Locals)• Marketing to Visitors• Visitor Promotions• Marketing Parking
Maximizing Marketing
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
Maximizing Marketing
“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
Maximizing Marketing
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
Maximizing Marketing
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
Maximizing Marketing
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
Maximizing Marketing
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
Information Ambassador Program
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
Information Ambassador Program
Incident Reports
• Ambassador Carol Crossan
• Volunteer Ambassador Daniel Veerhusen
• Ambassadors to the World:
Australia Colombia England Germany Ireland Italy Mexico
Netherlands Poland
Scotland SpainSloveniaSweden
Information Ambassador Program
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
New Resident Welcome Program
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
New Resident Welcome Program
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