2023 ANNUAL REPORT
Prepared by: Natalie Pineiro Downtown Managing Consultant
Annual Report for year ending Dec. 31, 2023
CONTENTS Downtown Manager's Statement
3
Mission & Strategic Objectives
4-5
Downtown Someville by the Numbers
6-7
The Downtown Somerville Experience
8-10
Investment & Economic Growth
11
2024 Vision & Goals
12-13
2024 Budget
14-17
Thank you to our Sponsors
18
Stay Connected
19
End
20
DOWNTOWN SOMERVILLE ALLIANCE ANNUAL REPORT
2023
Downtown Manager's
STATEMENT DEAR STAKEHOLDERS, BUSINESS OWNERS, PROPERTY OWNERS & COMMUNITY PARTNERS,
Thank you for joining us for the release of the 2023 annual report of the Downtown Somerville Alliance. I am Natalie Pineiro, the Downtown Managing Consultant for this vibrant and thriving community. It is with great pleasure and excitement that I share the remarkable achievements and milestones that our downtown district has witnessed over the past year. In 2023, Downtown Somerville has continued its remarkable growth trajectory, solidifying its position as a premier destination for residents and visitors alike. Our district has experienced an unprecedented surge in foot traffic, a testament to the incredible work put forth by our dedicated team and our valued community partners. I am thrilled to highlight some of
our award-winning initiatives from the past year. Our "Charm Field" Sculpture installation on the Court House Lawn was not only a source of inspiration but also received the Somerset County Excellence in the Arts Award, a recognition of our commitment to enriching the cultural fabric of our community. Additionally, our website redesign in collaboration with Three Summers Creative earned us the prestigious Muse Creative Award, underlining our dedication to staying at the forefront of innovation and accessibility. As the Downtown Somerville Alliance, we understand the importance of evolving with the times. We have continuously sought to strengthen our partnerships with community organizations, diversify our revenue streams, and find creative ways to enhance the Downtown Somerville experience. In 2023, we took a bold step by pursuing a new leadership model, which allowed us to expand our team and bring in valuable expertise. We are delighted to have welcomed a parttime events coordinator and a fulltime marketing coordinator to our ranks, whose contributions have been invaluable in our journey. One of our major objectives has been to increase destination tourism to Downtown Somerville. To achieve this, we executed our strategic public art plan and curated world-class events that
captured the imagination of residents and visitors alike. We are proud of the strides we have made in this direction and are excited about the prospect of continuing to support ongoing redevelopment efforts in our district in 2024. In conclusion, the year 2023 was a testament to our commitment to innovation, collaboration, and community engagement. The Downtown Somerville Alliance is driven by a vision of a downtown district that is not only thriving but also a symbol of creativity and vibrancy. We invite you to explore our achievements in greater detail as we look back on this incredible year and, most importantly, join us in envisioning the limitless potential that 2024 holds. Thank you for your unwavering support, and here's to another year of growth, creativity, and success in Downtown Somerville. SINCERELY,
NATALIE PINEIRO DOWNTOWN MANAGING CONSULTANT
DOWNTOWN SOMERVILLE
ALLIANCE MISSION Downtown Somerville welcomes, supports, and celebrates people and businesses of every race, ethnicity, religion, gender, gender identity, sexual orientation, disability, and age. It is a hopeful - even magical place - a thriving, warm, beautiful, interesting, convenient, enjoyable, and safe community to visit, live, work, and play. The Downtown Somerville Alliance’s (DSA) mission is to support, connect, maintain, and spread the word about its unique community and the Downtown Somerville Experience.
160 + BUSINESSES
$900K+ ANNUAL BUDGET
The DSA creates and nurtures vibrant connections through collaborative, and supportive partnerships. These partnerships include local merchants, government offices, residents, and arts, historic, and other nonprofit groups.
25+ REGULAR SERVICES
THE DSA IS A visionary partner dedicated to reshaping the future of THE DOWNTOWN SOMERVILLE SPECIAL IMPROVEMENT DISTRICT
STRATEGY IN ACTION The DSA’s strategic objectives channel the ideas, resources, and energy developed and shared in these partnerships to strengthen the Downtown Somerville Experience
Having strategic objectives is of paramount importance because they provide a clear roadmap for achieving their mission and goals. Strategic objectives help define the overarching vision for the district and establish a set of priorities that guide decisionmaking. This ensures that the resources, efforts, and initiatives are aligned with the long-term vision of the community. Further, strategic objectives allow for
STRATEGIC OBJECTIVE
STRATEGIC OBJECTIVE
effective resource allocation and resource optimization. By setting specific, measurable, achievable, relevant, & time-bound (SMART) goals, the Downtown Somerville Alliance can allocate its budget, manpower, and other resources efficiently.
STRATEGIC OBJECTIVE
ENHANCE THE DOWNTOWN SOMERVILLE EXPERIENCE
BUSINESS DEVELOPMENT & RECRUITMENT
ENHANCE BRANDING AND MARKETING
Enhance every aspect of the Downtown Somerville Experience within the Downtown Somerville Special Improvement District, including its beauty, infrastructure and mobility, and fantastic variety of dining, arts, culture, historic, and shopping options.
Deliver strategic business development and recruitment services to build on the community’s economic vitality. Continue to build on the diversity that makes the community a welcoming place for all.
Brand and Market the Downtown Somerville Experience, to visitors, residents, employees, investors and entrepreneurs to discover the magic.
DOWNTOWN SOMERVILLE ALLIANCE ANNUAL REPORT
2023
5
Downtown somerville by the numbers Total Visits: 3.5M Y.o.y Growth: 3.5%
Y.o.2y: 17.6%; yo.o.3y: 60.4%
Unique visitors: 800k+ Average visit time: 111 mins Highest attended event:
Somerville St. Patrick's Day Parade (25k attendees)
6
Demographic data aids in planning and tailoring services to the specific needs of the Business community. Visitor Average Household Income Visitors of Downtown Somerville on average make approximately $130,000+ per year.
Visitor Average Age & Gender
The median age of visitors to Downtown Somerville is approximately 34 years old. The Average gender is split almost equally with women making up approximately 50.8% of visitors and men making up approximately 49.2%.
Population by Generation
Millenials make up the majority of visitors to Downtown Somerville, closely followed by Baby Boomers and Gen. X-ers.
Collecting demographic data impacts: Resource Allocation Service Planning Economic Development Infrastructure Planning Community Engagement Policy & Regulation Equity & Inclusion Funding & Grants Program Evaluation
Education & Labor Force
28.9% of Visitors to Downtown Somerville have a Bachelor's Degree while 21.7% of visitors have an Advanced Degree.
DOWNTOWN SOMERVILLE ALLIANCE ANNUAL REPORT
2023 7
DOWNTOWN SOMERVILLE ALLIANCE ANNUAL REPORT
2023
The Experie 35+Special Events Black History Month Restaurant Week Girls’ Night Out Tour of Somerville June Street Fair Cruise Nights Summer Stage Starlit Cinema Pride Festival Artisan Markets Hispanic Heritage Month Spooktacular Native American Heritage Month Small Business Saturday Holiday Jubilee
Highest Performing St Patrick's Day Parade: 25K Visitors Holiday Jubilee: 15K Visitors Small Business Saturday: 14K Visitors
Girls' Night Out: 11.8K Visitors June Summer Fair: 11.7K Visitors Tour of Somerville: 11.5K Visitors
Spooktacular: 7.7K Visitors
ence
Public Art Initiatives In January 2023 the Downtown Somerville Alliance unveiled a new sculpture series on the historic Courthouse Green by award winning, Brooklyn-based artists Adam Frezza and Terri Chiao, also known as Chiaozza. The installation. Called “Charm Field” is sponsored by the Downtown Somerville Alliance and the Somerset County Board of Commissioners through American Rescue Plan funds, geared towards increasing regional tourism and economic recovery following the COVID 19 Pandemic. The installation increased foot traffic to the eastern portion of the SID by 25% year over year and seen a total of more than 10,000 visits from Jan. 2023 to Dec. 2023. It was the recipient of an Excellence in the Arts Award from the Somerset County Cultural and Heritage Commission.
In July 2023, the Downtown Somerville Alliance debuted "Back to the Fuschia" an aerial art installation in the Giardina Walkway by The Color Condition- an initiative to enhance the safety, beauty and engagement in and around the Giardinal Walkway. The project was funded by the Downtown Somerville Alliance who worked together with Sunny Sliger and Marianne Newsom, a dynamic duo based out of Texas to bring this installation, for the first time, to New Jersey. "Back to Fuschia" is a not so subtle nod to the 80's classic sci fi. Bridging the three, Marty Mcfly, Somerville and The Color Condition, together with the concept of creating your destiny; space, time and motion. Somerville, like so many small towns that have had their town centers forgotten, are now seeing this trend reversing and more importance placed on seeking community. The town square, its buildings and spaces are more important than ever. Walking beneath the streamers perhaps it turns into the portal to your own destiny, having the feeling of transporting back in time and into modern time concurrently. Back to the Fuschia is a very cheeky celebration of the present of the future of color of Somerville and all the times now and in between. DOWNTOWN SOMERVILLE ALLIANCE ANNUAL REPORT
2023
DOWNTOWN SOMERVILLE ALLIANCE ANNUAL REPORT
Paid Advertising:
Billboard Advertising TAP Into Somerville NJ.com MyCentralJersey.com The Star Ledger The Courier News Social Media Advertising Radio Advertising Edible Jersey Magazine Bridgewater Lifestyle Magazine TV Commercials via Optimum
INfluencer Campaigns
Partnerships with Influencers like: @Shikha_Kri (86.4K Followers) @foodiefun_adventures (31.2k Followers) @Ayzia_(18K Followers) @FindingFrancesca_ (146K Followers) @TipsyCritic (58.4K Followers)
print marketing
Creation of Print Marketing Materials Like: Posters Flyers Signage Banners Brochures Video
Followers: 20K Likes: 18K
2023
Marketing the Experience The Downtown Somerville Alliance (DSA) plays a pivotal role as the district management corporation for the downtown Somerville, NJ special improvement district. Its responsibilities encompass various facets of enhancing the district's appeal, ensuring its vibrancy, and driving economic growth. The DSA's multifaceted approach includes infrastructure and beautification, business retention & recruitment services, organizing special events, and perhaps most notably, marketing the district itself. This comprehensive marketing strategy is crucial for the growth and prosperity of a special improvement district for several reasons. Attracting Business Investment: To sustain growth, special improvement districts need to attract new businesses and encourage existing ones to thrive. A well-rounded marketing program creates an enticing narrative about the district's potential, making it an attractive destination for entrepreneurs and investors. This can lead to increased economic activity and job opportunities within the district. Community Engagement: Engaging the local community is crucial for the success of a special improvement district. Effective marketing programs leverage social platforms, websites, and email marketing to keep residents informed about events, promotions, and improvements in the area. Engaged residents are more likely to participate in local events, support businesses, and
Followers: 14.9K
take pride in their community. Tourism and Visitor Attraction: Special improvement districts often rely on tourism to boost their economies. A comprehensive marketing program can attract visitors from surrounding areas and even further afield. This can lead to increased foot traffic, higher sales for local businesses, and a positive impact on the local economy. Strengthening Partnerships: An integrated marketing program also strengthens partnerships with local businesses, influencers, and other stakeholders. By featuring businesses and experiences through paid advertising, influencer collaborations, and special events, the DSA can foster a sense of collaboration and unity within the district. Data-Driven Decision Making: A robust marketing program provides valuable data and insights into consumer behavior, which can guide future planning and development efforts. By analyzing metrics such as website traffic, social media engagement, and email open rates, the DSA can make informed decisions to continually refine and improve their strategies. Competitive Advantage: In today's digital age, a wellexecuted marketing program gives the special improvement district a competitive advantage. It allows the DSA to stay ahead of neighboring districts and compete for attention and investment effectively.
Subscribers: 6K Open Rate: 41%
INVESTMENT & ECONOMIC GROWTH 10+
8
400+
NEW BUSINESSES OPENED IN 2023
NEW BUSINESSES ALREADY PROJECTED FOR 2024
COMPLETED RESIDENTIAL APTS. IN THE S.I.D
150+
800+
30K+
RESIDENTIAL APTS. UNDER CONSTRUCTION IN THE S.I.D
COMPLETED RESIDENTIAL APTS. IMMEDIATELY OUTSIDE THE S.I.D
SQ. FT. OF NEW RETAIL SPACE
DOWNTOWN SOMERVILLE ALLIANCE ANNUAL REPORT
2023
11
2024 Vision
PRINCIPLES THAT GUIDE OUR PLANNING ROOM: Enhancing Places where people can feel comfortable. This encompasses things like sidewalk walkability, and safety i.e. implementing elements of our streetscape plan RICHNESS: or stimulating, rich environments. Richness in Diversity, landscape, and creativity in place. Enhancing our strategies for business recruitment/retention, investment in storefront design Ability to provide EXPLORATION – finding things that we find stimulating, fulfilling and useful. i.e. continuing the momentum of our public art program PROGRAMMING WITH PURPOSE – meaning programs/ events that connect people to the streets/environments DIVERSITY - investing in concepts that help people see themselves in our district BREADCRUMBS – the idea that we create a trail of experiences on our streets that connect our major anchors/transportation hubs to each other.
12
DOWNTOWN SOMERVILLE ALLIANCE ANNUAL REPORT
2023
2024
GOALS 1
Create an inspirational sculpture tribute to memorialize Paul Robeson and his connection to Somerville.
2
In coordination with Public Works provide comprehensive services to improve garbage/ recycling services for Main Street.
3
In coordination with the Borough, support a more business friendly approval process that will include a welcome kit to guide Main Street businesses though the process. Establish the feasibility of creating and sustaining a downtown Arts Center.
4 Obtain grant funding to begin streetscape plan 5 implementation.
A GOAL WITHOUT A PLAN IS JUST A WISH
6
Use destination marketing software to measure and promote downtown Somerville as a destination.
7
Provide educational services to provide downtown businesses with a competitive advantage.
8
Advocate for downtown Somerville in the development of a new Somerville Master Plan.
13
Budget Breakdown
$930K TOTAL OPERATING FUNDS
14
DOWNTOWN SOMERVILLE ALLIANCE ANNUAL REPORT
2023
strategy in action
Income:
SID Assessment: $780,000 Projected Sponsorships: $40,000 Grants: $15,000 Fund Development: $30,000 Crowd funding: $15,000
CARRY-OVER:
Operating: $40,000 Capital Projects: $10,000
worksheet
DOWNTOWN SOMERVILLE ALLIANCE ANNUAL REPORT
2023
15
worksheet
DOWNTOWN SOMERVILLE ALLIANCE ANNUAL REPORT
2023
16
worksheet
Thank you to our sponsors Annual Sponsor
Event Sponsors
DOWNTOWN SOMERVILLE ALLIANCE ANNUAL REPORT
2023
Stay Connected DO YOU RECEIVE OUR WEEKLY EMAILS TO SHOWCASE YOUR DEALS, SERVICES, PROMOTIONS AND IN-STORE EVENTS IN OUR "WEEKEND IN SOMERVILLE" CAMPAIGNS? IF NOT, SCAN THE QR CODE TO GET ON THE LIST!
Let's Get Social! THE DSA CAN PROMOTE YOUR SOCIAL MEDIA CONTENT BY SHARING YOUR POSTS THROUGH OUR DOWNTOWN SOMERVILLE SOCIAL MEDIA PAGES! TAG US IN STORIES AND POSTS USING @DOWNTOWNSOMERVILLE (IG) @DOWNTOWNSOMERVILLEALLIANCE (FACEBOOK). YOU CAN ALSO DM US WITH YOUR PROMOTIONAL REQUESTS, WE CAN SHARE EVENTS, SALES, SPECIALS, ACHIEVEMENTS, SIGNIFICANT MOMENTS, AND ANY NEW HAPPENINGS FOR YOUR BUSINESS THAT YOU WOULD LIKE US TO PROMOTE THROUGH SOCIAL MEDIA OR EMAIL MARKETING!
DOWNTOWN SOMERVILLE ALLIANCE ANNUAL REPORT
2023
Grow 50 Division St. Ste 501 Somerville, NJ 08876 Phone: 908-524-0104 E-mail: downtownsomervillealliance@gmail.comweb: www.DowntownSomerville.org Follow us! @DowntownSomerville (IG) @DowntownSomervilleAlliance (FB)
Invest
Network