2022-23 Annual Report

DOWNTOWN ITHACA ANNUAL REPORT 2022 /

2023

WHO WE ARE:

The Downtown Ithaca Alliance (DIA) is a comprehensive downtown revitalization and management program engaged in six principal areas:

•Business Retention & Development

•Government Relations & Infrastructure

•Marketing, Communications & Membership Services

•Night Time Economy

•Special Events

•Transportation

OUR VISION:

We envision Downtown Ithaca as a safe and vibrant, inclusive community of diverse people and businesses; a place that is memorable and captivating, where people aspire to return. We will continuously work toward a sustainable Downtown Ithaca that fuels both the regional economy and the psyche of our city, county, and region, and a place where commerce, residential living, and our social community successfully intersect and interact.

CONTENTS

2. WHO WE ARE/OUR VISION/TABLE OF CONTENTS

3. LETTER FROM EXECUTIVE DIRECTOR/BOARD PRESIDENT

4. YEAR IN PHOTOGRAPHS

5. RECOVERY/PEDESTRIAN COUNTER INFORMATION

6. BUSINESS RETENTION AND DEVELOPMENT

8. RETAIL SUPPORT AND BUSINESS RETENTION

12. SPECIAL EVENTS

16. OPERATIONS

18. MARKETING

22. COMMUNICATIONS AND SOCIAL MEDIA INSIGHT

24. FINANCE

26. GO ITHACA

28. BOARD OF DIRECTORS/STAFF LISTING

29. SPONSORSHIPS

DEAR DOWNTOWN STAKEHOLDERS:

Dear Downtown Stakeholders:

We are pleased to share this 2022 Downtown Ithaca Alliance annual report, with summaries of the activities and vision of our organization.

For 25 years, the Downtown Ithaca Alliance (DIA) has been the voice, catalyst, and facilitator for downtown revitalization here in Ithaca. Each day our dedicated staff of professionals works to improve the lives and the livelihoods of our downtown stakeholders and, by extension, the entire Ithaca community. From the smallest detail to the grandest plan, we strive to make this place called Downtown Ithaca more vibrant and dynamic, more resilient and sustainable, and more compelling.

As we emerge from the turbulent years of the pandemic, we see a changed landscape filled with both new needs and new opportunities. As we applaud and pay tribute to the businesses that weathered the COVID years, we acknowledge the stress and strain that they even today continue to endure. The retail and office landscapes have changed in ways we are just beginning to understand. One thing remains certain: Downtown remains fundamentally strong, and the assets and opportunities that drove its redevelopment are as relevant today as ever.

In 2022, the DIA Board of Directors, aided by community stakeholders, replaced our vision statement first crafted in 1997. Our new vision, mission, and values statements reflect the voice of the Downtown community 25 years after our organization began its journey of delivering services and providing leadership to guide and direct our district. You can find these statements on page 2 of this report.

During 2022 the DIA led and facilitated initiatives, projects, and programs that continued to provide tangible benefits to the downtown community.

- We celebrated the rebuilding and reopening of a portion of the new Green Street Garage;

- We watched as the Ithacan and Asteri projects rose out of the ground and are poised to open in 2023 and 2024;

- We welcomed 22 new small businesses to Downtown;

- We collaborated with TCAT and others on the receipt of a $7 million Electric Mobility grant to service the West Hill and Flats areas, improving access into and out of Downtown;

- We grew a TDM program that currently has over 800 members and will be spun off to be its own free-standing entity;

- We produced over 80 press releases for the media, garnering dozens of stories about downtown;

- We generated more than 110,000 social media engagements related to posts about Downtown;

- We moved closer to opening our new Ithaca Community Conference Center- in early 2024;

- During 2022, the DIA itself programmed events on 45 distinct days;

- Our events attracted over 170,000 people;

- Our clean and hospitality ambassadors logged several thousand hours beautifying downtown and helping to inform our many visitors about downtown.

As the world around us changes, the DIA will mold and adapt to provide the best services to propel our Downtown district forward. On behalf of our engaged volunteer Board of Directors and our dedicated professional staff, we thank our stakeholders, friends, and colleagues who strive to create a stronger Downtown community. We look forward to working with you in the next 25 years to come.

Ashley Cake Gary Ferguson DIA Board President DIA Executive Director

PEDESTRIAN COUNTERS

A Pedestrian Counter is a digital device installed to monitor foot traffic day in and day out at 10 key locations around the Ithaca Commons. With multiple entry points onto the Commons, the counters provide valuable data to comprehend pedestrian behavior, volume, and trends downtown. The Downtown Ithaca Alliance (DIA) collaborates with SpringBoard, a UK and US-based company with service locations in California and Massachusetts. The counters were installed in March 2020 and became operational just days before the national pandemic lockdown. Before activating MotionLoft in 2019, DIA received pedestrian counter service at two locations through Motionloft software. Although these numbers are foot traffic counts and not a headcount of individuals, they still provide useful activity data.

ANNUAL PERFORMANCE

MotionLoft Counter

YoY Range: Our previous MotionLoft counters tallied the 2019 foot traffic. These counters were decommissioned on Jan. 17, 2020. The new SpringBoard pedestrian counters were installed during the 14th week of 2020 (March 30 - April 5), the week before NYS was shut down.

2022 PEDESTRIAN COUNTER REPORTS

Study Period: January 2022 - December 2022

COMBINED FOOT TRAFFIC

6,135,505 ALL LOCATIONS + ALL DIRECTIONALITY

BUSIEST:

MONTH: September

WEEK: Wk 39 September 26 - October 2 with 264,904 footfalls

Of note: The weekend of Wk39 includes the Apple Harvest Festival, the community’s biggest festival of the year.

AVERAGE: TOP 3 DAY(S) OF THE WEEK: SATURDAY, FRIDAY, SUNDAY (in order)

TOP 4 HOUR(S) OF THE DAY: 1:00PM, 2:00PM, 12:00PM, 6:00PM (in order)

TROLLEY CIRCLE:

2,541,872| DIRECTIONALITY: Eastbound toward Aurora St., Westbound toward Cayuga St.

This Annual Performance chart shows Commons pedestrian traffic compared by month: 2021 (light blue), 2022 (green), 2023 (orange). 2021 foot traffic surpassed 2020 foot traffic counts. This makes sense given the positive health outcomes and changes in 2021 during the pandemic that allowed people to return to work and travel: many state restrictions were eased, allowing businesses to reopen. By spring 2021, vaccination was available, making it safer for vaccinated workers, visitors, and tourists to return to our community. By March 2022, footfalls surpassed the last two years of recorded foot traffic.

BUSIEST MONTH:

SEPTEMBER | DAY OF WK: SATURDAY | HOUR: 1:00 PM

RESTAURANT ROW

1,762,770 | DIRECTIONALITY: North, East, South + Westbound

BUSIEST MONTH:

SEPTEMBER | DAY: SATURDAY | HOUR: 6:00 PM

CAYUGA STREET

1,830,863 | DIRECTIONALITY: North, East, South + Westbound

BUSIEST MONTH: SEPTEMBER | DAY: SATURDAY | HOUR: 1:00 PM

For additional visitor data, please request our State of Downtown Report.

Data from SpringBoard

BUSINESS RETENTION & DEVELOPMENT

ITHACA’S DOWNTOWN DISTRICT CONTINUES TO STANDS OUT AS AN EXEMPLARY COMMUNITY IN UPSTATE NEW YORK, THANKS TO ITS EXISTING AND FORTHCOMING BUSINESSES AND DEVELOPMENTS. THE DOWNTOWN ITHACA ALLIANCE PLAYS A KEY ROLE IN FOSTERING THIS PROGRESS AND PROVIDING SUPPORT TO HELP BUSINESSES PROSPER AND EXPAND. BY NURTURING LOCAL ENTERPRISES, THE COMMUNITY STRENGTHENS ITS ECONOMY, CREATING A LIVELY AND DYNAMIC ATMOSPHERE THAT BENEFITS RESIDENTS AND VISITORS. ITHACA’S DOWNTOWN DISTRICT SERVES AS A SHINING MODEL FOR OTHER COMMUNITIES SEEKING TO BUILD A PROSPEROUS AND THRIVING ECONOMY.

DEVELOPMENT PROJECTS

Ithaca’s Downtown District continues to stand out as an exemplary community in upstate New York, thanks to its existing and forthcoming businesses and developments. The Downtown Ithaca Alliance plays a key role in fostering this progress and providing support to help businesses prosper and expand. By nurturing local enterprises, the community strengthens its economy, creating a lively and dynamic atmosphere that benefits residents and visitors. Ithaca’s Downtown district serves as a shining model for other communities seeking to build a prosperous and thriving economy.

CURRENT MAJOR DEVELOPMENT PROJECTS

Green Street Redevelopment Project: Asteri, Green Street Garage, The Ithacan

GREEN STREET GARAGE REBUILD & ASTERI

The Vecino Group, a Missouri-based national affordable housing developer, is leading the redevelopment of the western two-thirds of the Green Street Garage site. It’s a $112 Million, 199,884-square-foot project that broke ground in 2021. The Asteri project consists of three major components:

- $112 million investment

- 218 units of affordable housing

- Rebuilt new 350-vehicle parking garage

- 50,000 SF community conference center

This project will help transform Green Street into a major urban thoroughfare, bringing new life and vitality to the center. The Garage is now open. Completion of the housing and conference center is scheduled for Q1 2024.

DOWNTOWN ITHACA COMMUNITY CONFERENCE CENTER

As part of the Vecino initiative, a 50,000 SF community conference center spanning two floors is under construction. This $34 Million project will comprise a 12,300 SF ballroom, a junior ballroom, breakout rooms, pre-function, and trade show areas, and a complete production kitchen. The funding for this project involves $5.0 million in grant funding granted by the State of New York (Empire State Development) and room/lodging tax revenue from various locations throughout the City. Additionally, financing assistance is being provided by the City of Ithaca, with support from the Downtown Ithaca Alliance, Federal HUD Funding, Tompkins County, and downtown hotels (with assistance from the Chamber of Commerce Foundation).

THE ITHACAN AND ROTHSCHILD BUILDING

Developer Jeffrey Rimland is redeveloping the eastern third of the Green Street garage site. This $40 million project will create a 114,000-square-foot multi-use building with 200 market-rate housing units, plus, 5,550 square feet of ground retail, and 150 new parking spaces. Also, the project enhanced the existing office and retail space in the attached Rothschild Building. In 2021, the Rothschild Building welcomed the addition of Ithaca College’s Physicians Assistant Program.

401 EAST STATE STREET

McKinley Development is undertaking a 240,000 square feet residential development project on the rear portion of the Gateway site, located at the eastern end of Downtown. This $12.5 million project will consist of 321 units of new apartment housing. The building will also contain a parking garage for a total of 318 spaces. Roughly half of the spaces will be reserved for existing Gateway patronage, and the new housing will utilize the balance. The project has received all the necessary approvals to move forward. Construction is expected to begin soon.

DOWNTOWN GROWTH BY NUMBERS

Combined, these projects will add: $198.5 million of total new investment

400 total units of new housing

735 total parking spaces

553,884 total SF of new space

MORE PROJECTS

There are several other Downtown development projects that will come to fruition in 2023.

Photo courtesy Ithaca Times

RETAIL SUPPORT & BUSINESS RETENTION

THROUGHOUT 2022, THE DIA SUPPORTED DOWNTOWN BUSINESSES THROUGH VARIOUS OUTREACH ACTIVITIES AND MARKETING PROMOTIONS.

ECOMMERCE READINESS PARTNERSHIP GRANT PROGRAM

In partnership with the Small Business Administration (SBA) and the Small Business Development Center, the DIA, in 2022, continued our program to help assist Downtown Ithaca Retailers in e-commerce readiness.

For this two-part program, Downtown Ithaca retailers enroll in the SBDC eCommerce Strategy Program (an individually packaged technical assistance consulting program tailored to the client). Upon completing this technical assistance, they would be eligible to receive an implementation grant from the DIA for up to $1,000 on pre-approved eCommerce-related costs. In 2022, five downtown businesses — Adrina Dietra, Handwork, One Ring Donuts, Mane and Wigs and One World Market — joined this program, creating a total of 10 since the program’s 2021 inception.

TECHNICAL SUPPORT, VISITATIONS, & OUTREACH

In 2022, we continued to offer targeted technical support by meeting one-on-one with businesses for in-depth discussions on COVID-recovery, marketing, management, succession planning, vacancy visits, and operational concerns. To do so, we collectively worked one-on-one with 20+ individuals and the entire BID area.

Each year, the DIA also seeks to visit downtown businesses to learn about their concerns, issues, and opportunities. With the ongoing pandemic, the outreach efforts involved monthly virtual check-in meetings that included updates regarding vaccination requirements, masking mandates, business reopenings, capacity limits, personnel management, relief funding, and information on support/marketing efforts within the BID.

NETWORKING

Our in-person Merchant Appreciation Night networking events remained paused in 2022 due to the pandemic.

POP-UP PROGRAM

In 2020, we launched a Pop Up Program. This latest DIA initiative is designed to provide short-term leases to help support local entrepreneurs seeking temporary business spaces. Pop-Up contracts are affordable for entrepreneurs, and the agreements vary from vendor to vendor depending on the building and the entrepreneur’s circumstances. In 2022, we welcomed one pop-up business — Adam Grill — that became a permanent business in the Center Ithaca Food Court.

DOWNTOWN REAL ESTATE DATABASE

In 2021, we launched LOIS, a digital platform that supplies a search database of office and retail real estate availability in our community. During the first year of utilizing this program, we prioritized the data collection for office vacancies as the first phase of our office attraction initiative. This platform is intended to help various entrepreneurs find a home for their business, assist property owners market, and increase their reach to potential tenants.

To access the platform, visit downtownithaca.com/businessdevelopment/lois/

SUMMER SALE WEEKENDS

The Downtown Ithaca Alliance organizes and promotes sales in Downtown shops during the summer months. Participating retailers in the district offer discounts on seasonal apparel and merchandise ranging from 10-50% off.

SHOP SMALL WEEKEND

Downtown Ithaca Alliance combined multiple holiday sales/related one-day promotions — Black/Plaid/Green Friday, Small Business Saturday & Cyber Monday — in Shop Small Weekend, one long weekend focusing on the importance of shopping at small, local businesses.

RETAIL COMMITTEE

As of January 2022, we have launched an official Retail Committee to continue these targeted efforts to address this sector’s goals and concerns. We continue to dispense monthly Merchant Updates newsletters, creating a digest of relevant topics and regular downtown and business operations newsworthy events.

RETAIL MICROGRANT - C.R.E.G.

The Collaborative Retail Experience Grant was launched in 2019. In its second year, the CREG program allowed businesses within the BID to organize and administer shared, collaborative promotional, and small in-person or virtual foot traffic-generating projects. This program is geared towards empowering ground-level businesses to try something new and doing so with the cooperation of other downtown merchants (as well as local artists, non-profit organizations, etc).

We awarded small matching micro-grants to groups of merchants who collaborated on such events/promotions. The merchant project leader and supporting merchant’s time matched the awarded funding. Businesses were invited to apply for up to $500 per project twice, or once for a single project up to $1,000 in the calendar year (with application pre-approval from the Business Development Director for the higher valued award).

Buffalo Street Books was the sole CREG awardee in 2022, securing funding for its new Book Fair.

22 NEW BUSINESSES IN 2022

This past year was a period of regrowth and new investment in our small business sector. The addition of these 22 new businesses has contributed to the continued revitalization and diversification of our community’s central commercial hub.

2022-March 2023 NEW BUSINESSES OPENED

BRGR Hub, 146 E. State St.

Empire Raw Juice and Smoothies, 112 W. Green St.

Lev Kitchen, 222 E. State St.

Paris Baguette, 125 E. State St.

Revelry Yards, 111 N. Aurora St.

Seven Of-Jazz Club, 106 S. Cayuga St.

Tableside - Ithaca Wine Ventures, 112 N. Cayuga St.

Good Choices, 109 A E State St

The Gallery, 114 W Green St

Yellow Deli, 143 E State St

Mix Gallery, 156 E State St 2nd Floor

The Rest Gallery, 113 W. State St.

Cayuga Smoke Shop, 207 N Aurora St

Covenstead Workplaces, 203 N Aurora St

5 Sisters Performance Arts, 119 S Cayuga St #301

Ithaca Medical Aesthetics,108 N Cayuga St Suite 7

Envious Vegan Handbags,123 S Cayuga St ground fl

360 Moment, Dewitt Mall, 215 N Cayuga St 2nd floor

Choice Words, 120 W. State Street, Suite 204

Purposeful Parenting, 207 N Geneva St

The Ithacan Leasing Office, 215 E. State Street

Van Noble Farm, 215 N Cayuga St Dewitt Mall

The Vintage Industry, 215 N Cayuga St Dewitt Mall

EXISTING DOWNTOWN BUSINESSES WHO RELOCATED WITHIN THE DISTRICT:

Adrina Dietra, 111 W State St

PARTNERSHIP

We again partnered with the Tompkins County Convention and Visitor Bureau on the February 2022 Ithaca Loves Teachers promotion featuring discounts and deals on dining, shopping, and services at our shops, restaurants, and other businesses.

SewGreen, 112 W Green St #5

AlleyCat Cafe, 112 N Cayuga St

Alicia Diane Photography, 108 North Cayuga, Second Floor, suite 5

2022-early 2023 BUSINESS CLOSURES

Eleven businesses closed and one business moved out of the district.

SPECIAL EVENTS

GALLERY NIGHT

Gallery Night takes place on the first Friday of each month at an average of 8-10 locations and features dozens of regional and local artists every month. Galleries, shops, restaurants, and other locations share artwork created by over 100 artists annually. The walking tour continues to attract new visitors and locals to spend time in downtown. In 2022, Maguire Hyundai Subaru Genesis came on board as the title sponsor while the program is continually also supported in part by the Community Arts Partnership.

ITHACA FESTIVAL CRAFT FAIR

Downtown Ithaca continued its long-standing partnership with the Ithaca Festival, operating the Spring Festival Craft Fair. In 2022, the event featured both local and traveling artists and crafters over three days. 75 vendors offered handcrafted, unique items, including jewelry, home goods, artwork, clothing, and more to the event’s 40,000+ visitors.

PRIDE WEEK

In 2022, Downtown Ithaca collaborated with local organizers to bring together a vibrant and inclusive Pride celebration for the LGBTQIA+ community and allies. The festival ran from June 26th to July 3rd and included almost 50 events, workshops, readings, gatherings, activities, and more, all of which were open to all ages. The events and activities listed in the 2022 Pride Guide provided a platform for community members to come together and celebrate their identities in a supportive and welcoming environment. By creating a diverse and inclusive program, Downtown Ithaca brought together community members from across the city to celebrate and embrace the LGBTQIA+ community. We are proud to have been a part of this important celebration and are committed to continuing to support and promote diversity and inclusion in our community.

BLACK HANDS UNIVERSAL MARKET

In partnership with Black Hands Universal, Downtown Ithaca Alliance brought a BIPOC-owned and operated marketplace to downtown Ithaca over the summer, providing an exciting and culturally rich experience for the community. The Black Hands Universal Market was held every Saturday from June 25th to August 20th, from 11 a.m. to 4 p.m., in Bank Alley on the Commons. The market was a platform for emerging entrepreneurs to showcase their talents and offerings, including food and non-food products. By partnering with Black Hands Universal, Downtown Ithaca Alliance was able to promote diversity, equity, and inclusion in the local business community and create a space that celebrated BIPOC-owned businesses. We are grateful for the opportunity to work with Black Hands Universal and are committed to continuing to support diverse businesses and business opportunities in our community. The market was made possible with financial support from Tompkins Community Bank.

SUMMER CONCERT SERIES

Free and fun for the entire family, the 2022 CFCU Summer Concert Series in Downtown Ithaca featured 15 shows on Thursdays at the Bernie Milton Pavilion from June to September. Local and national acts performed music in genres including jazz, blues, reggae, folk, hip hop, country, bluegrass, rock, and more. The concerts drew an estimated 50,000 people throughout the series. The final show of the season featured the popular Ithaca musician Maddy Walsh. CFCU returned as the concert series’ presenting sponsor, with additional support by Seneca Beverage Corporation, the Ithaca Marriott Downtown, Wagner Vineyards, and the Maguire Family of Dealerships.

APPLE HARVEST FESTIVAL

The 40th Annual Apple Harvest Festival, presented by Tompkins Community Bank, returned to Downtown Ithaca from September 30th to October 2nd. Drawing approximately 70,000 people, the annual event included over 100 vendors with three days of celebrating apple growers, cider makers, and of course, cider donuts. Live performances, including music, dance, and educational programming, entertained the crowds during the festival. Visitors enjoyed farm-fresh apples and produce, delectable apple and seasonal baked goods, a variety of food trucks, and a craft fair with artisans from around the region. The festival also featured plenty of great apple and apple-inspired products for sale. It was a successful event that offered a fun and festive atmosphere for all attendees.

HALLOWEEN IN DOWNTOWN

The annual parade led costumed children and their families from the Greater Ithaca Activities Center (GIAC) to the Commons, where trick-or-treating was available at dozens of participating stores. The event also featured games, photo stations, donuts, and cider in Bank Alley on the Ithaca Commons.

ICE AND LIGHTS FESTIVAL

The Ice and Lights Festival presented by Maguire was a holiday celebration that took place over two weekends in downtown Ithaca. The festival featured ice sculptures, holiday lights, family-friendly activities, and events, including an Ice Bar, Ice Thrones, and Ice Speed Carving Competition. Other activities included the annual Chowder Cook-Off, Big Block Ice Carving, Silent Discos, Fire Dancers, and the arrival of Santa and Sparky the Unicorn for photo opportunities. The festival provided a festive atmosphere for community members to enjoy shopping, dining, and holiday fun.

CHILI COOK-OFF 2023

The annual Downtown Ithaca Chili Cook-Off celebrated its 25th year on March 4th, 2023. The cold temperatures did not daunt the estimated 20,000 attendees who came to sample chili, as well as beer, wine, and other offerings from over 40 restaurants, farmers, and producers. Attendees were able to sample delicious meat and vegetarian/vegan chili while enjoying chili-inspired snacks and drinks. Competitors battled it out for the titles of Best Meat Chili, Best Vegetarian/Vegan Chili, and the coveted People’s Choice Award for Best Chili. In addition to the chili competition, the event featured a new addition, the “Space Chili Challenge” video game, where the top three high scores won event prizes. The Chili Cook-Off continues to be a popular winter tradition, and this year’s event marked its 25th year, which promises to turn up the heat even more in the future.

OPERATIONS

DOWNTOWN AMBASSADORS:

Ambassadors continue to keep our downtown and the Commons clean and attractive. “Clean team” will be removing graffiti on various public buildings throughout the BID in the summer months. We continue our partnership with TCAT for bus stop maintenance and continue partnership with the city to augment their work (trash on weekends and holidays). The ambassadors also work very closely with the Events team (helps with set up and tear down, trash pick up during events).

Clean team ambassadors are scheduled seven days a week, so there is always someone on the Commons. The hospitality ambassadors work in the summer and fall which aligns with tourism and summer concert series. The hospitality team works from the Red Cart, where they assist guests, answer questions and help guide pedestrians looking for specific business or activities to do within the BID

PLACEMAKING:

The Director of Operations and Placemaking has been spearheading some placemaking projects in and around the Commons. Be on the lookout in the coming months for new scenery and art around Baby Bank Alley and near Urban Outfitters! These small projects will lead to even larger ones as we use our placemaking demonstration to inform future decisions.

COMMUNITY OUTREACH PROGRAM:

The DIA co-funds the Family & Children’s Services Community Outreach Worker Program, established as a means to reach out to and assist at-risk populations.

PAY IT FORWARD:

“Pay It Forward” is a community partnership that enables persons in need to easily access food, toiletries, and supplies on the street. Annually, the program receives monetary donations from the boxes located on the Commons. These funds are then given to the Community Outreach Workers Program (C.O.W.P.) We are working on a sister program that will have feminine care products readily available to those who need them.

BEAUTIFICATION:

We have been continuing our partnership with the Community Beautification Program of Tompkins County. Our “green team” help with the beautification of the planters throughout the Commons and BID, taking care of planting flowers, weeds and other landscaping. The green team helps to keep our tourists, guests, and Ithacans coming back to visit.

The program currently has two downtown outreach professionals who work Monday to Friday providing on the street/sidewalk assistance, intervention and support to people in need. They also make referrals to social service agencies and programs, providing care management level assistance as necessary. The program also works with downtown businesses and landlords, city and county officials and area churches.

The program interacts with, on average, six to 12 individuals per day and have had over 4,000 individual interactions and more than 10,000 encounters since the program’s inception.

HOLIDAY DECORATIONS:

The Commons again looked quite festive with 27 snowflake holiday lights and LED lighting fixtures installed around the Commons trees. Fifteen additional smaller snowflake light installations were along the 100 W. M.L.K. Jr. St. and 300 E. M.L.K. Jr. St. block. Plus, our color-changing LED holiday tree illuminated Bank Alley on the Commons. We are in the process of planning and discussing upgrades and new decorations for the near future.

MARKETING & COMMUNICATIONS

A KEY GOAL OF THE DOWNTOWN ITHACA ALLIANCE (DIA) IS TO POSITION AND MARKET DOWNTOWN ITHACA AS A PLACE TO SHOP, DINE, VISIT, AND PARTAKE IN ENTERTAINMENT OFFERINGS. IT IS ALSO A PLACE TO MARKET FOR PEOPLE TO LIVE AND WORK. MARKETING, WORKING TOGETHER WITH COMMUNICATIONS, CHARGED WITH MANAGING AND OVERSEEING INTEGRATED ADVERTISING, MARKETING COMMUNICATION STRATEGIES AMONG EVENTS, PROJECTS AND PROGRAMS FROM OTHER DEPARTMENTS, WITHIN THE ORGANIZATION, TO ENSURE THE VISUAL AND WRITTEN MESSAGE TO PUBLIC AND AMONG STAKEHOLDERS, RETAINS THE VOICE AND BRAND OF THE DIA ORGANIZATION OR OF THE DOWNTOWN ITHACA DESTINATION.

DOWNTOWN GIFT CARD PROMOTION AND ADMINISTRATION

Considered the most versatile gift card in the region, the downtown card is accepted at over 100 downtown locations and works just like a prepaid visa or mastercard gift card. The downtown Ithaca gift card provides customers with a large variety of shopping and dining options in the district and more importantly, keeps store purchases local and retains more tax dollars in the community. The DIA maintains the gift card program at no cost to downtown businesses. Our 2023 goal is to attain at least $70,000 in local sales. In 2022, we had $53,868.00 in sales.

ITHACA LOVES TEACHERS

Ithaca Loves Teachers is a direct-marketing initiative in partnership with the Convention & Visitors Bureau and the Tompkins County Chamber of Commerce to promote visiting or staying in Ithaca to K-12 teachers and staff in the New York public school system during their February winter break. For over 10 years now, ILT continues to be an effective promotion to help businesses during an especially slow time in business and tourism. Taking place in February each year, ILT returned to an in-person event stretched over two weeks to allow teachers to spread out their activities and the registration passes moved to a web-based software application allowing for teachers to access their deals, check-in at businesses, and redeem them from their smartphone devices. Over 2000 teachers participated in the February 2023 promotion.

CONTINUE IMPLEMENTING AN ONGOING SEASONAL ADVERTISING PROGRAM

Throughout the year, the DIA marketing staff will create and manage a seasonal advertising program that fulfills the annual marketing plan, utilizing electronic, print, and social media as appropriate. This helps continue to attract visitors and tourists to our downtown area and downtown events.

PEDESTRIAN COUNTER PROJECT

In 2023 we will continue our contracts with Springboard for our current pedestrian counter locations. We will provide period reports to committees and make data available to downtown businesses and prospects.

WELCOME STUDENT WEEKEND

The DIA will work with Cornell University, Ithaca College and Tompkins Cortland Community College (TC3) for this year’s 2023 Welcome Student Weekend. We’ve combined them all into one weekend this year and this day is intended to be welcoming orientations to the community and Downtown for new students, providing them with an opportunity to learn how to navigate Downtown and how to access Downtown via TCAT.

CONTRACT FOR PLACER MARKETING DATA

The DIA pays for Placer AI software to provide us with state-of-the-art marketing data and analytics that will assist us in advertising placement, in designing programs and events, and business development (both recruitment and retention).

MARKETING

CONTINUE PUBLISHING AND DISTRIBUTING SEASONAL GUIDES

Twice each year DIA staff will produce seasonal visitor guides that highlight downtown attractions and offerings and provide a directory of downtown businesses. These guides will be supported by paid advertising.

DOWNTOWN TEAR MAPS

Working in conjunction with The Discovery Trail, the DIA prints and distributes pads of tear maps, to be made available to tourist oriented downtown retailers, visitor centers, hotels, and other attractions.

HOLIDAY GIFT GUIDE INSERT

During the winter season, we created a holiday gift guide insert that was filled to the brim with holiday shopping bargains, unique events, gift suggestions, and other exciting offerings that both visitors and locals could indulge in. This holiday insert was distributed alongside Seasonal Guides, with a total of 2,500 copies circulated.

DOWNTOWNITHACA.COM

COMMUNICATIONS

NEWSLETTERS: ENEWS, STAKEHOLDERS, MERCHANTS UPDATES & TRANSPORTATION

We distribute a weekly email newsletter containing events, member business announcements, and promotions in Downtown Ithaca. The E-News is sent to over 5,000 individuals weekly, including business and property owners, residents, offices, and the general public who subscribe to the newsletter.

We send Quarterly member mail newsletters to BID stakeholders, such as property owners, retailers, and restaurants, to keep them updated on important downtown news.

We provide a bi-monthly Merchant Update newsletter to over 200 businesses in downtown.

We offer a monthly transportation newsletter to our transportation demand management (GO ITHACA) members, providing information on the transportation world’s happenings.

SPECIAL REPORTS

Annual Report: We produce our annual report to showcase the work we’ve accomplished during the past year.

State of Downtown: We create a report with detailed information about our Business Improvement District marketplace. This report provides a snapshot of the trends shaping downtown, including increasing residential and employment density.

PR/MEDIA RELATIONS

We regularly communicate with local and regional media about our businesses, special events, economic development, initiatives, programs, and more by producing over 70 press releases and conducting hundreds of media interviews each year. Our media relations efforts lead to more than 200 media reports related to downtown.

FACES OF DOWNTOWN

Downtown is distinguished by its diverse and eclectic collection of business owners and managers. We will continue to feature this campaign designed to put a face onto downtown- the faces of our businesses. The campaign will be primarily on social media.

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PRIDE WEEK INSTAGRAM IN 2022, WE INTRODUCED THIS ACCOUNT TO SHOWCASE OUR PRIDE WEEK CELEBRATION AND THE INCLUSIVITY WITHIN OUR COMMUNITY.

We leverage various social media platforms to promote its offerings to the local community, students, and tourists. Additionally, it gains meaningful insights into people’s interactions with the downtown area. Out of all the available social media channels, Downtown Ithaca primarily relies on Facebook, Instagram, Twitter, LinkedIn, and occasionally YouTube and Tik Tok to engage with diverse audiences. Facebook and Instagram have shown the most significant growth as they are the primary accounts through which Downtown Ithaca shares a plethora of content and actively engages with its followers and the profiles it follows.

SOCIAL MEDIA INSIGHTS

FINANCE

2022 DIA Revenues

GO ITHACA TDM PROGRAM & TMO FORMATION

In mid-2019, the City of Ithaca was awarded a New York State Department of Environmental Conservation Smart Communities grant to continue transportation demand management efforts. The City contracted the DIA to build its GO ITHACA program into a full-fledged Transportation Management Organization (TMO) aimed at helping workers and residents in Ithaca’s urbanized area to locate and use affordable and sustainable modes of transportation for their commute and to complete errands. The program currently offers transportation benefits to over 900 members and 25 businesses.

TMO FORMATION

The program is currently exploring options that will lead to becoming a full-fledged and sustainable transportation management organization.

In 2022, GO ITHACA was awarded a New York State Energy Research and Development Authority Electric Mobility Challenge Grant and a subsequent New York State Department of Environmental Conservation Climate Smart Communities Grant. These grants will allow GO ITHACA to expand its activities in 2023 and beyond.

TDM POLICY

GO ITHACA is working with the City of Ithaca Planning Department to incorporate transportation demand management requirements into the Site Plan Review process.

ACTIVITIES

Our transportation team offered a series of special activities. This year, the team was awarded a Tompkins County Outdoor Recreation Grant to conduct a Summer Tours Series. These tours, from May to August, took dozens of visitors and residents on walks and rides from downtown to outdoor destinations around Tompkins County.

EASY ACCESS PROGRAM

GO ITHACA and the Center for Community Transportation developed a program that provides additional support to low-income members in the program. This program has grown to serve over 40 community members.

GO ITHACA ACCOUNTS

Facebook Likes

2022: 305 | 2021: 255 | 2020: 219

Instagram Followers

2022: 596 | 2021: 419 | 2020: 290

DIA BOARD MEMBERS MAY 2022 – PRESENT 2022 DIA STAFF 2023 DIA STAFF AMBASSADORS

Gary Ferguson

Executive Director

Gary Ferguson

Executive Director

Christine Balestra

Abby Peterson Tompkins Community Bank

Amy Cohen Circus Culture

Ashley Cake

The Watershed and The Downstairs

Benjamin Sandberg

The History Center

Bryan Warren Warren Real Estate

Cathy Hart

Ithaca Marriott on the Commons

Susan Salahshor ex officio, a representative for Ithaca College

Dean Zervos co-owner of Simeons

Dustin Patte resident

Elsa Hyde

Travis Hyde Properties

Emily Petrina Firehouse Architecture Lab

Greg Conard Hotel Ithaca

Jen Demarest STREAM Collaborative

Jason Sidle ex officio, Coltivare and representative for TC3

Jodi LaPierre ex officio, Visit Ithaca, Chamber of Commerce

John Guttridge Urban Core

Larry Hochberger

Ithaca Times

Lisa Swayze

Buffalo Street Books

Mayor Laura Lewis

Ex-Officio for the City of Ithaca

Megan Vidler Home Green Home

Nathan Lyman

Ithaca Renting

Rob Gearhart City of Ithaca

Susan Riley Ex Officio for Cornell University

Teri Tarshus Hilton Garden Inn

Thomas Knipe

City of Ithaca

Allison Graffin and Hannah Bistocchi

Marketing Director

Darlene Wilber

Communications and Grants

Development Director

Lora Morrow Art Director

Adam Kokoni

Senior Graphic Designer

Scott Rougeau

Special Events Director

Danny Palmer

Special Events Assistant Director

Olivia Pastella and Terel Marshburn

Operations Director

Kristina Thelen

Business Development Director

Mercedes Redmon and Galen Morehead

Director of Administration

Ife Scott

Office Manager

Jane Brady GO Ithaca Program Director

Carrie Spanton

GO Ithaca Outreach Coordinator

Ivony Armel GO Ithaca Outreach Coordinator

Hannah Bistocchi

Marketing Director

Darlene Wilber

Communications and Grants

Development Director

Adam Kokoni

Senior Graphic Designer

Olivia Pastella

Special Events Director

Terel Marshburn

Operations and Placemaking Director

Kristina Thelen

Business Development Director

Galen Morehead Director of Administration

Ife Scott Office Manager

Jane Brady GO Ithaca Program Director

Carrie Spanton GO Ithaca Outreach Coordinator

Ivony Armel GO Ithaca Outreach Coordinator

Olvin Bieneme

Tommie Chairs

Evitermo Cuamba

Abdoulaye Diakhate

Nicholas Goldsmith

Jose Gonzalez Gutierrez

Cesar Ibarra

Donyell Marshall

Timothy Mavros

Vincent Scott

Patrick Sewell

Luke Sjolund

THANK YOU TO OUR 2022 SPONSORS

TOMPKINS COMMUNITY BANK

CFCU

TIOGA STATE BANK

ALTERNATIVES

M&T VISIONS FCU

CITY CENTRE

ITHACA RENTING

TRAVIS HYDE PROPERTIES

CAYUGA RADIO GROUP

ITHACA VOICE

ITHACA TIMES

STATE FARM

MAGUIRE

WAGNER VINEYARDS

SENECA BEVERAGE

INTELLIGENT GREEN SOLUTIONS

ITHACA MARRIOTT DOWNTOWN

LUCKY HARE BREWING

HILTON GARDEN INN

CAYUGA MEDICAL CENTER

WSKG

PLANNED PARENTHOOD

JP MORGAN CHASE & CO.

CONTACT OFFICE: 171 E M.L.K. JR. ST, ITHACA, NY 14850

PHONE: (607) 277-8679

E-MAIL: INFO@DOWNTOWNITHACA.COM

DOWNTOWNITHACA.COM

DOWNTOWNITHACA.COM