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Downtown Business Improvement District 2014 Progress Report

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

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Downtown Business Improvement District 2014 Progress Report

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  1. Downtown Business Improvement District 2014 Progress Report Presented by: Downtown Novato Business Association City Staff–Cathy Capriola, Peggy Flynn

  2. 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. DBID direction for 2014

  3. 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. Overall AssessmentCivitasPresentation

  4. 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 Making Progress on Council Direction-New Board Appointed in January-New Marketing Committee Presented by: Mark Dawson, President of DNBA, President at Giant Properties Inc.

  5. Increasing outreach, dialogue and communication with members Presented by: Andy Podshadley, Vice President Winemaker, Trek Winery

  6. Executive Director Recruiting Process Presented by: Jodi Fischer, DNBA Board Member Broker, PNC Mortgage

  7. Developing Community Partnerships Presented by: Randy Stemmer, DNBA Secretary Owner, Marinmarket.com

  8. "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 messaging • Unfocused targeting • Lack of consistent success metrics New Marketing Strategy Presented by: Aaron Thompson, Board Member Co-Founder at Bicycle Brüstop

  9. 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: New Marketing Strategy Presented by: Aaron Thompson, Board Member Co-Founder at Bicycle Brüstop

  10. Annual Calendar of Monthly “Drumbeat” Events Presented by: Aaron Thompson, Board Member Co-Founder at Bicycle Brüstop * new or modified event for 2014 ** new event 2015

  11. Highlights • Reach • ~170k individual people • ~3 times each • ~539k impressions • Engagement • 113 page likes • 144 reshares • ~3k website referrals • Total Spend = $2,547.81 Facebook Marketing Results Presented by: Aaron Thompson, Board Member Co-Founder at Bicycle Brüstop

  12. “I never knew the street lights were up all year. It is so beautiful.” Events & Marketing to date for 2014 “Things have sure changed since I was here last. I didn't know there were so many different stores.” This was a really fun and unique event! "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!" Presented by: Aaron Thompson, Board Member Co-Founder at Bicycle Brüstop

  13. 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 Next Steps Staff Recommendation

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