Having just returned from the National Main Streets Conference, I am bursting at the seams with enthusiasm and new ideas. But my primary takeaway from this year's conference came from Tuesday morning's general session after hearing that Main Street organizations are viewed as "party planners". And it wasn't meant in a good way. I've always been proud to say that I'm a Promotions chick, but at that moment, I felt like I wanted to crawl under my chair. Could my passion for Promotions be hurting my downtown, pegging us only as an events organization?
The discussion further suggested that being viewed as party planners compromises the overall credibility of your organization. Sorry, I don't buy that. You establish credibility for your organization through your projects and your positioning. If anything, Promotions is the most undervalued point of Main Street. Promotions is, in my opinion, the sexiest point of Main Street. It is what attracts attention to the district. The opportunity lies in finding creative ways to not only engage the community, but continuing to bring them back time after time.
Think of it like a first date. Something attracted you in the first place - a glance, a smile, that extra bit of lip gloss or a hot sports car. As the relationship goes on, you are still attracted by those things, but the connection goes way beyond the surface. When people feel good about your downtown and they want to spend time there, that means something. When they marvel at your historic architecture, that's all about Design. When they spend money in your businesses, that's Economic Restructuring. When they want to be a part of your efforts, that's all about Organization.
If you're not telling the complete story of what your organization is doing, don't blame Promotions. Instead, embrace their methods. Here are a few quick examples:
Organization - Capitalize on the traffic generated by special events by having your membership materials available at every downtown business.
Design - Make each of your projects an "event". Host ribbon cuttings for your restored buildings. Post photos of your spring flowers plantings or your holiday light installation on your organization's Facebook Page.
Economic Restructuring - Promote the number of new businesses opening and/or expanding in your district as a tool for business recruitment.
To advance my not-so-subtle Promotions agenda, I'll be expanding on these suggestions in future posts, offering ways to pair Promotions with each of the other Main Street committees to develop a comprehensive approach that spotlights the best of what your program has to offer.
Kristi
Downtown Geek and Proud Party Planner
Kristi, another great blog post that I will be retweeting! But perhaps what wasn't communicated at that session was not that promotions aren't important - but that there are a lot of MS programs that focus heavily on PR to the detriment of the other three points. As you know, a strong promotions plan, committee, event calendar is vital to a Main Street district, but the other committees and their work plans must be strong, too. In too many places that isn't the case, and ultimately, those local programs aren't getting asked to the table where important decisions are being made.
ReplyDeleteThanks for the feedback and the retweeting. I totally agree that for programs to be most effective, they need to have strong efforts in all four points. I hope my future posts will offer ways for committees to share talent and efforts for the overall benefit of the downtown.
ReplyDeleteKristi, thank you for the suggestions about the other committees. In Ortonville, we've noticed that people see changes we are making but assume it is another department of the Village accomplishing the task. I love the idea of making of streetscape renovations an event. Love your blog!
ReplyDeleteThanks Molly! So glad you are finding it valuable! If you ever need anything, you know where to find me!
ReplyDeleteLove the idea about making everything an event! Nothing better than a party and when we make everything a party how can people not have fun? I believe this is what attracts people and keeps people - fun!
ReplyDeleteThanks for sharing your fun with all!