a look at the future · promote vision in right order: ready, aim, fire create a framework for...

Downtown MeridianDowntown MeridianMarketing StrategyMarketing Strategy

Presentation and DiscussionPresentation and Discussionwith the with the

The Hudson CompanyFebruary 18, 2004February 18, 2004

A Look at the FutureA Look at the Future

Marketing Vision SummaryMarketing Vision Summary

Primary Markets: Primary Markets: Meridian Residents, FamiliesMeridian Residents, FamiliesPeople Connected to Meridian Economic StrengthsPeople Connected to Meridian Economic Strengths

Downtown Roles: Downtown Roles: Heart, Home, HubHeart, Home, HubDowntown Activities:Downtown Activities: Live, Work, Shop, Live, Work, Shop,

Learn, PlayLearn, PlayDowntown Theme: Downtown Theme: ConnectionConnection

Discovery, Services, Comfort, ActivityDiscovery, Services, Comfort, Activity“Great Place to BE”“Great Place to BE”

Downtown Marketing Strategy:Downtown Marketing Strategy:15 Components in 3 Segments15 Components in 3 SegmentsSegments: Segments: Organize, Communicate, BuildOrganize, Communicate, Build

Key Elements:Key Elements:OrganizeOrganizeCommunicateCommunicateBuildBuild

Each Element Has 4Each Element Has 4--6 Programs6 ProgramsEach Program has 4Each Program has 4--8 Actions8 Actions

Meridian’s Marketing Strategy Meridian’s Marketing Strategy

Strategy Element:Strategy Element:OrganizeOrganize

Organize for ImplementationOrganize the Team, Resources & SystemRefine Regulatory Framework to Support VisionEstablish a Design Guidelines System to Strengthen Sense of PlaceProvide Exceptional Business Retention ProgramTarget Business Recruitment StrategicallyBecome a Learning Center

Organize the TeamOrganize the Team

Aligning people and resources for changeAligning people and resources for changeSelect and guide leaders and agentsSelect and guide leaders and agentsProvide resources for information sharing and Provide resources for information sharing and skills training as appropriateskills training as appropriateEnsure that team fully understands and believes Ensure that team fully understands and believes in the vision and strategic planin the vision and strategic planRefine structure for team communication, roles, Refine structure for team communication, roles, performance and progress trackingperformance and progress trackingCreate and maintain a records management Create and maintain a records management program to provide comprehensive information program to provide comprehensive information

Project:Project: Refine Team Structure, RolesRefine Team Structure, RolesStrategy Element:Strategy Element: OrganizeOrganize

Action Q1 Q2 Q3 LeadConduct Implementation Workshop MDC

Include PartnersPartners Formally Adopt Vision/Plan CityHire MDC Executive Director MDCTrain City Staff re New System CityRefine Team Communication MDCExpand Biz Retention System CitySeek Outside Resources AllSet Progress Tracking System MDCCreate Info Sharing/Mgmt System MDC

2004

Strategy Element:Strategy Element:CommunicateCommunicateCommunicate to build understanding and

excitementPromote in Right Order: Ready, Aim, FireEmphasize Your Position as Center of the Treasure ValleyEmphasize & Support Teamwork for Success with ImplementationCelebrate Heritage & ‘Community’

Promote Vision in RightPromote Vision in RightOrder: Ready, Aim, FireOrder: Ready, Aim, Fire

Create a framework for extensive communication Create a framework for extensive communication and promotion of visionand promotion of visionGet All Partners to Adopt & Promote the VisionGet All Partners to Adopt & Promote the VisionImplement First Steps: Build MomentumImplement First Steps: Build MomentumSell the Vision to Investors & BusinessesSell the Vision to Investors & BusinessesPromote the Vision Systematically to Target Promote the Vision Systematically to Target MarketsMarketsAdopt implementation plan and track progressAdopt implementation plan and track progressCommunicate broadly and frequently the vision, Communicate broadly and frequently the vision, the strategy, and the progressthe strategy, and the progress

Project:Project: Adopt & Promote the VisionAdopt & Promote the VisionStrategy Element:Strategy Element: CommunicateCommunicate

Action Q1 Q2 Q3 LeadAll Partners Adopt the Vision MDCImplement 1st Steps: Build Momentum CitySell the Vision to Private Sector MDC,ChPromote Vision to Target Markets MDCImplement; Track Progress MDCCommunicate Vision,Strategy,Progress All

2004

Strategy Element:Strategy Element:BuildBuildRealize the vision by following a strategic

implementation planEnhance Access, Circulation, OrientationDevelop Downtown Subdistricts StrategicallyRefine Gateways, Streetscapes to Support Market & Design StrategiesStrengthen Civic PresenceCreate a Vibrant, Historic Sense of Place

StrengthenStrengthenCivic PresenceCivic PresenceEstablish civic activities as a major presence in Establish civic activities as a major presence in DowntownDowntown

Build New City Hall:Build New City Hall: a highly visible, architecturally a highly visible, architecturally significant, attractive place that encourages visitation significant, attractive place that encourages visitation and useand useProvide space and programs for community gathering Provide space and programs for community gathering Maintain civic functions in Downtown, including Maintain civic functions in Downtown, including library, Post Office, and public safetylibrary, Post Office, and public safetyEstablish system of public open spaces to attract Establish system of public open spaces to attract DowntownDowntown--oriented activities. oriented activities.

Use Use DiscoveryDiscovery and and ConnectionConnection as design themes. as design themes. Make them places to meet people and to linger.Make them places to meet people and to linger.

Project:Project: Build New City HallBuild New City HallStrategy Element:Strategy Element: BuildBuild

Action Q1 Q2 Q3 LeadFinalize Space Requirements CitySet Budget for Project CitySet Location Criteria CityIdentify Alternative Sites CityEvaluate Sites' Traits CitySelect, Acquire Preferred Site CityInitiate Design/Construction Process City

2004

Major Places

Districts

Downtown MeridianDowntown MeridianMarketing Strategy Marketing Strategy ––OrientationOrientation

A

A. Downtown District – Med Density

Major Places

Districts


A


B. Historic Heart – Med Density

B

Major Places

Districts


A



B

C

C. Transit Corridor – High Density

D D

D. Fabrication/Warehouse – Med Density

Major Places

Districts


A



B

C


D D


Major Places

Districts

Downtown MeridianDowntown MeridianMarketing Strategy Marketing Strategy ––OrientationOrientationE

E

E. Neighborhoods – Low Density

A



B

C


D D


Major Places

Districts

Downtown MeridianDowntown MeridianMarketing Strategy Marketing Strategy ––OrientationOrientationE

E

E. Neighborhoods – Low Density

A



B

C


1. Generations Plaza

1

2. Main & Idaho

2

3. Nazarene Church

3

4. City Hall

4

5. Creamery

5

6. Zamzows

6

7. Post Office

7

8. Cole ValleyChristian School

8

Downtown Meridian

Downtown Meridian

Eiffel TowerGrounds

Virtual Walking Tour of Your Virtual Walking Tour of Your Future Downtown MeridianFuture Downtown MeridianThe Marketing Strategy will focus on…The Marketing Strategy will focus on…

Integrated UsesIntegrated UsesSocial RetailSocial RetailResidentialResidentialOfficeOfficeOpen SpaceOpen SpaceCulture & EntertainmentCulture & Entertainment

Teams & Resource SystemsTeams & Resource SystemsPublicPublic--Private PartnershipPrivate Partnership

Key Downtown Theme isKey Downtown Theme is Connection..Connection..

Customers, Clients and Customers, Clients and BusinessesBusinessesResidents and sense of Residents and sense of PlacePlaceNeighborhoodsNeighborhoodsCitizens and GovernmentCitizens and GovernmentHeritage and the FutureHeritage and the FutureGenerationsGenerationsCommunity and surrounding Community and surrounding Treasure ValleyTreasure Valley

Downtown’s Sense of Place…Downtown’s Sense of Place…

FamilyFamily--oriented public oriented public spacesspacesAttractive, pedestrianAttractive, pedestrian--friendly sidewalksfriendly sidewalksHighly livable, mixedHighly livable, mixed--Use Use neighborhoodsneighborhoodsCirculation and parking Circulation and parking systems encourage traffic systems encourage traffic “TO” downtown“TO” downtownConvenient through routesConvenient through routesBuilding densities rather Building densities rather than sprawlthan sprawl

Downtown’s Land Use System…Downtown’s Land Use System…

MarketMarket--Driven Integrated Driven Integrated Uses:Uses:Social retail at street levelSocial retail at street levelMixedMixed--use residential, cultural, use residential, cultural, continuing education and continuing education and recreational facilities (livable)recreational facilities (livable)Offices that serve MeridianOffices that serve MeridianHighly livable urban homesHighly livable urban homesA Treasure Valley businessA Treasure Valley business--transit village along railtransit village along railA strong, highly visible civic A strong, highly visible civic presencepresenceNetwork of Open SpacesNetwork of Open Spaces

Key strengths will Key strengths will be integrated into be integrated into

the community the community and throughout and throughout neighborhoods.neighborhoods.

CharacterCharacterPocket ParksPocket ParksPedestrian PriorityPedestrian PriorityRestaurantsRestaurantsSpecialty RetailSpecialty RetailFarmers MarketFarmers MarketFamily ActivitiesFamily Activities

Integrated UsesIntegrated Uses

Social RetailSocial RetailDowntown DistrictDowntown DistrictTransit CorridorTransit Corridor

CharacterCharacterUrban TheaterUrban TheaterGalleriesGalleriesDelis/Coffee ShopsDelis/Coffee ShopsOffice ServicesOffice Services



CharacterCharacterSingle FamilySingle FamilySmall LotsSmall LotsTown/Row HousesTown/Row HousesOne to Three StoriesOne to Three StoriesNew and OldNew and Old


ResidentialResidentialNeighborhoodsNeighborhoodsDowntown DistrictDowntown DistrictTransit CorridorTransit Corridor

CharacterCharacterMixed Use Mixed Use ––Retail/ResidentialRetail/ResidentialHistoric/Adaptive Historic/Adaptive ReuseReuseTwo to Three Stories Two to Three Stories (Up to 42 Feet)(Up to 42 Feet)



CharacterCharacterMixed Use Mixed Use ––Office/ResidentialOffice/ResidentialNewer BuildingsNewer BuildingsTransit OrientationTransit OrientationFour to Six StoriesFour to Six Stories



CharacterCharacterAdaptive ReuseAdaptive ReuseTwo to Three StoriesTwo to Three StoriesRear and Side Rear and Side ParkingParkingSmall OfficesSmall Offices


OfficeOfficeNeighborhoodsNeighborhoodsDowntown DistrictDowntown DistrictTransit CorridorTransit Corridor

CharacterCharacterHistoric RenovationHistoric RenovationUp to 42 FeetUp to 42 FeetNew and OldNew and OldSmall Parking Lots at Small Parking Lots at Rear or SideRear or SideIntegrated PlazasIntegrated Plazas



CharacterCharacterRegional Offices/ Regional Offices/ HeadquartersHeadquartersGovernment ServicesGovernment ServicesFour to Six StoriesFour to Six StoriesMixed Retail at Mixed Retail at Ground FloorsGround FloorsIntegrated PlazasIntegrated Plazas



CharacterCharacterConnected SystemsConnected SystemsPedestriansPedestriansBicyclesBicyclesPathsPathsParksParksActive SpacesActive Spaces


Open SpaceOpen SpaceNeighborhoodsNeighborhoodsDowntown DistrictDowntown DistrictTransit CorridorTransit Corridor

CharacterCharacterConnected SystemsConnected SystemsPedestriansPedestriansBicyclesBicyclesPathsPathsPlazasPlazasPassive and Active Passive and Active SpacesSpaces



CharacterCharacterConnected SystemsConnected SystemsPedestriansPedestriansIntegrated PlazasIntegrated PlazasPassive SpacesPassive Spaces



Existing and Potential Existing and Potential Open SpacesOpen Spaces

PlazasPlazasPocket ParksPocket ParksPlay FieldsPlay Fields

Connecting PathsConnecting Paths

Vehicular TransitVehicular Transit

Downtown MeridianDowntown MeridianMarketing Strategy Marketing Strategy Vision and Action PlanVision and Action Plan

System of Open SpacesSystem of Open Spaces



Connecting PathsConnecting PathsBicyclesBicyclesPedestriansPedestrians3 Minute Walk3 Minute Walk

Vehicular TransitVehicular Transit





Connecting PathsConnecting PathsBicyclesBicyclesPedestriansPedestrians3 Minute Walk3 Minute Walk

Vehicular TransitVehicular TransitCoexistenceCoexistenceConvenientConvenient



CharacterCharacterSmall Scale GalleriesSmall Scale GalleriesDinner TheaterDinner TheaterPublic EventsPublic EventsMarketsMarketsArt ExhibitsArt ExhibitsBallroom DancingBallroom Dancing


Culture and Culture and EntertainmentEntertainment

Downtown DistrictDowntown DistrictTransit CorridorTransit Corridor

CharacterCharacterMultiplex TheaterMultiplex TheaterMuseumMuseumMedium Medium –– Large Large Scale GalleriesScale GalleriesConcertsConcertsConferences or Conferences or Private EventsPrivate Events




Isolation vs. ConnectionIsolation vs. Connection

Final Plan ElementsFinal Plan Elements

Executive SummaryDowntown Development VisionMarket Opportunities OverviewDowntown Market Development Strategy

Includes Target Business/Mix RecommendationsIncludes Strategic Development Opportunities

Downtown Market Development Action/Work Plan(Who, What, When, Where, How)

Priorities for Regulatory Structure RefinementPotential Resources to Support Implementation

Discussion/QuestionsDiscussion/Questions

a look at the future · promote vision in right order: ready, aim, fire create a framework for...

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