DCA 2021 Programming Options January 15, 2021
Physical improvements Inventory of current conditions Prepare streetscape plans Planning & Zoning Consistency with comprehensive plan Adequacy of local zoning ordinance
Volunteer Development Recruit new members Training Recognition
Communications Public relations campaigns Generate public awareness Media relations Intra-community communications
Governance Nomination of board & officers Board & committee training By-laws management
Long-term financial plan Annual fundraising Sponsorships
Tabulation of action plans
Fundraising
Facade improvement plan
Inter-Organizational Liasons
Banners Welcome signs Wayfinder systems Public amenities
Graphics Utilization
Visual merchandising Window displays Internal displays Overall curb appeal
Develop management strategy
Parking & Transportation Survey existing parking assets Analyze space utilization Evaluate enforcement
Buildings Design guidelines
Partnerships Identification of Partnerships
DESIGN
Design means getting Main Street into top physical shape. Capitalizing on its best assets such as historic buildings and the traditional downtown layout is just part of the story. Design activities also include instilling good maintenance practices in the commercial district, enhancing the district's physical appearance through the rehabilitation of historic buildings, encouraging appropriate new construction, developing sensitive design management systems, educating business and property owners about design quality, and long-term planning. An inviting atmosphere can be created through window displays, parking areas, signs, sidewalks, street lights, and landscaping; good design conveys a visual message about what Main Street is and what it has to offer.
Organization means getting everyone working towards common goals. The common-sense formula of a volunteer-driven program and an organizational structure of board and committees assisting professional management can ease the difficult work of building consensus and cooperation among the varied groups that have a stake in the district.
ORGANIZATION
Financial Incentives Grant programs Loan programs Tax credits
E-Commerce Current e-commerce situation Develop web strategies Enhance business ecommerce
Anchor building Identification Community initiated development Under utilized properties
New Economic Uses
Business Recruitment Market leakage analysis Prospect development Recruitment process Location strategy
Retail Promotions Get people into stores Annual promotion calendar
Sustainable Organization Staff/Volunteer Training Business Partnerships Outreach to residents/property owners
Image & Identity Imroved postive media connections Event Hosting -Clean Up Days, children's events, fun runs, etc Awards Programs for community activism, home rehabilitation, etc Dissemenating neigborhood info through newsletters/web, etc.
Design Streetscape improvement Façade Improvement Grants Historic Rehabilitation Guidelines
Neighbors & Economy Home ownership Programs Employment training & Mentoring
Special Events Activities to bring people downtown Annual events calendar
Business Retention Business owner survey Business site visits Business roundtables Expansion opportunities
Business/property inventory
Improving of a neighborhood's image, appearance, and health issues.
Market “Top-of-Mind” awareness
Cleanliness/Community Pride Iniatives
Define the “brand”
Safe Clean & Green Crime prevention & reporting programs
RESIDENTIAL
Residential Committee was created to bridge DNC / Elm Street and DCA resources. Elm Street strengthens our older historic neighborhoods that characterize countless commonwealth communities. Today, these neighborhoods are too often beset by low property values, a negative image, and perceptions of poor public safety.
Customer survey
General Image Combat negative perceptions
PROMOTION/MARKETING
Promotion means selling the image and promise of Main Street to all prospects. By marketing the district's unique characteristics through advertising, retail promotional activities, special events, and marketing campaigns an effective promotion strategy forges a positive image to shoppers, investors, new businesses and visitors.
Trade area definition
Trade Area Information Socioeconomic/ psychographic profile
ECONOMIC RESTRUCTURING
Economic restructuring strengthens your community's existing economic assets while diversifying its economic base. This is accomplished by retaining and expanding successful businesses to provide a balanced commercial mix, sharpenng the competitiveness and merchandising skills of business owners, and attracting new businesses that the market can support. Converting unused or underused commercial space into economically productive property also helps boost the profitability of the district. The goal is to build a commercial district that responds to the needs of today's consumers.
DCA 5 POINT APPROACH FOR ORGANIZATIONAL MANAGEMENT
ATTACHMENT B
The DCA is a community board managed organization existing to benefit the goals of economic development, tourism, managed C-1 land use, housing development, historic preservation and regional marketing, all of which are embedded goals of the Carlisle Comprehensive Plan. Various programs are created and managed by the DCA Board of Directors and are executed by the Board, an Executive Director, one part-time Business Development Specialist and one Program Coordinator/Administrative staff person. Through the national Main Street Revitalization 4-point approach, the Downtown Carlisle Association gives the Borough of Carlisle a cost-effective resource to assist in accomplishing long-range planning goals. With this approach, we concentrate on specific projects that have been long-standing community projects, and that fulfill objectives in Carlisle’s Comprehensive Plan, Downtown Improvement District Plan, ERA Merchandising Mix Study, Gibb’s Study, among other annual projects as assigned by the Borough, County or other partner agencies. The DCA administers and produces these projects to benefit Carlisle with combined public and private financial partnerships. Using professionally trained staff and a community volunteer base, the revitalization efforts of the DCA have been documented and lauded throughout the Commonwealth.
“The Downtown Carlisle Association is a key part of the strength of the Downtown.”
– Carlisle Comprehensive Plan
HOW DOES THE DCA WORK WITH COMMUNITY PARTNERS? Through community leadership, borough vision, and the scope of deliverables available through the DCA’s 5-point Main Street approach, we are positioned to provide programs dedicated to related portions of the Carlisle Comprehensive Plan by way of services, administrative, fiscal agent, project management and / or project-based staff augmentation. The DCA also produces programs and projects based on other borough and community funded studies such as: ERA Merchandising Mix Study Civic Visions Study Gibb’s Study We also partner with various downtown and regional partners on synergistic projects such as: Carlisle Area Chamber of Commerce CCHRA CADEC Carlisle Events West Shore Chamber of Commerce Pomfret Group North Hanover Merchant Group and others. The DCA currently provides many programs and services based on the comprehensive plan’s goals and objectives. Many more programs and services can be initiated and managed for future plan expansion based on our organizational management with consideration to the capacity of resources currently allotted the DCA.
Carlisle Comprehensive Plan Overall Mission Statement
The citizens of Carlisle will continually strive to make Carlisle an even greater place in which to live, work, learn and play. These efforts will emphasize an active downtown, strong neighborhoods, an attractive living environment, preservation of historic buildings, economic growth, high-quality life-long education, a strong sense of community, citizen involvement, regional cooperation, abundant recreation, preserved natural areas, and the celebration of the arts and culture.
PROJECTS & PROGRAMMING FISCAL AGENTS Heberlig Tot-Lot, Butcher Tot Lot, Biddle Mission Park & Labyrinth Project Using the DCA as a fiscal agent, three neighborhood parks have been revitalized and have become proud statements of work among the neighborhood groups who spearheaded the effort, borough staff who were charged with project management and construction, and Elm Street members who coordinated the efforts and design. These DCA projects allow home owners to reclaim their streets through a sense of security with added lighting, improved evening recreational facilities with the Biddle Mission Park project and increased property values and better building stock through the façade program. The Tot-Lot Programs are addressing two neglected playgrounds, revitalizing them for a better quality of life and livability for young families with children in the age range to use the parks. Officer Tim Grollier Fund raiser Using the DCA’s non-profit status and fund raising expertise, the DCA heeded a need from the Carlisle Police Department to set-up a fund raiser for a cancer-stricken officer and his family. In a matter of weeks we were able to raise $203,450 that was presented to the widow of the officer by the Police Chief and Borough Manager. Personnel Requirements: Executive Director, Program Coordinator, Treasurer Benefits: Technical Assistance & Financial Assistance-Using the DCA’s non-profit status, supporters of individual projects were able to donate to the project through the DCA using the donation as a taxdeductible write-off. Potential Loss: Borough’s inability to use a state and community-governed and audited non-profit status to use for future borough-wide development or specific projects. Origin: These are either direct asks or partnerships outside of Main Street mission. This falls into an Organization Committee to seek partnerships and share resources.
FARMER’S ON THE SQUARE
From 2015 - 2019, the DCA was enlisted by the Mayor to assist in the solicitation and procurement of sponsorships for the “Stars Burst Over Carlisle” Independence Weekend Festival. We solicited over 70 regional companies and sold 18 on sponsorship benefits for funding of the fireworks. The DCA secured a web domain and produced a webpage for the event, on which, sponsors names were listed providing value added benefits for the benefit of the sponsor. With the passing of Home Rule, the DCA was asked to manage the bidding and procurement of the fireworks. In 2019, the DCA produced a festival with the fireworks designed to help offset costs of the event going forward, relying less on sponsorships and more on a festival business model. Personnel Requirements: Executive Director, Program Coordinator, Treasurer, Volunteers
Benefits: Technical Assistance & Financial Assistance- The DCA secures everything necessary including insurance and event liability, volunteers, and works with fireworks company to produce a show based on a performance ratio. Potential Loss: Future elected officials and borough staff will absorb the time to procure, insure and produce a show. Origin: Borough Management requested we work with FOTS for employee conracting, insurance and permitting to allivate their burden
PARTNERSHIP FOR BETTER HEALTH & FARMERS ON THE SQUARE - MATCH MADNESS
This annual campaign is a partnershp between Partnership for Better Health and Farmers on the Square as their annual giving campaign. Farmers on the Square, in an extension of their fiscal agency and employment agency contract, uses the DCA’s non-profit status to fund their own program along with the core goals of March Madness. These goals include supporting grantees, raise profile of local nonprofits, motivate a shared spirit of philanthropic giving, and braodl advance health in the community. Personnel Requirements: Executive Director, Program Coordinator Benefits: Financial Assistance - We offer our expertise and non-profit status to this downtown asset. Potential Loss: FOTS will need to find another organization willing to work with them at this level. Origin: Borough Management requested we work with FOTS for employee conracting, insurance and permitting to allivate their burden
BOROUGH FIREWORKS
From 2015 - 2019, the DCA was enlisted by the Mayor to assist in the solicitation and procurement of sponsorships for the “Stars Burst Over Carlisle” Independence Weekend Festival. We solicited over 70 regional companies and sold 18 on sponsorship benefits for funding of the fireworks. The DCA secured a web domain and produced a webpage for the event, on which, sponsors names were listed providing value added benefits for the benefit of the sponsor. With the passing of Home Rule, the DCA was asked to manage the bidding and procurement of the fireworks. In 2019, the DCA produced a festival with the fireworks designed to help offset costs of the event going forward, relying less on sponsorships and more on a festival business model. Personnel Requirements: Executive Director, Program Coordinator, Treasurer, Volunteers Benefits: Technical Assistance & Financial Assistance- The DCA secures everything necessary including insurance and event liability, volunteers, and works with fireworks company to produce a show based on a performance ratio. Potential Loss: Future elected officials and borough staff will absorb the time to procure, insure and produce a show. Origin: This was a direct ask from Borough Mayor. This falls into an Organization Committee to seek partnerships and share resources.
TRAP/NEUTER/RETURN PROGRAM - Cat Nip Fund
Working with the East Side Neighbors, this program funds the capture, spaying/neutering and release of 92
feral cats in Carlisle this year. Trap-Neuter-Return is the humane and effective approach for stray and feral cats. Now in practice for decades in the US after being proven in Europe, scientific studies show that Trap-NeuterReturn improves the lives of feral cats, improves their relationships with the people who live near them, and decreases the size of colonies over time. Trap-Neuter-Return is successfully practiced in hundreds of communities and in every landscape and setting. It is exactly what it sounds like: Cats are humanely trapped and taken to a veterinarian to be neutered and vaccinated. After recovery, the cats are returned to their home—their colony—outdoors. Kittens and cats who are friendly and socialized to people may be adopted into homes. Grounded in science, TNR stops the breeding cycle of cats and therefore improves their lives while preventing reproduction. It is a fact that the removal and killing of outdoor cats that animal control has been pursuing for decades is never ending and futile. Since feral cats are not adoptable, they are killed in pounds and shelters. Personnel Requirements: Program Coordinator, Treasurer Benefits: Financial Assistance - The DCA acts as fiscal agent for the organization and holds funds for their benefit and disbursement. Potential Loss: ESN will lose connectivity and a non-profit status for tax-deductible contributions Origin: This relationship originated in the Elm Street program and is beneficial for maintaining a manageable feral cat population.
COLOR CARLISLE - Mural Projects
The DCA was approached in 2017 by the Color Carlisle Mural Project to aid in financial management and fund raising as they plan their efforts of producing murals on designated downtown and borough-wide walls. With the implementation of a community mural program, we are striving to generate an ongoing proactive approach to maintaining a positive and connected community that focuses on healthy, sustainable, and safe living spaces that celebrate the diversity in our population, both racially and socioeconomically. In a program studied by Professor Stern, “researchers looked at data from the city health department on the well-being of children 15 years of age and under. They found a strong relationship between the presence of cultural resources in neighborhoods and a much lower level of social stress in the children, even controlling for income. Another study used data from Philadelphia’s Human Relations Commission to establish that there are lower incidents of racial and ethnic harassment in neighborhoods that have a significant number of cultural resources.” Personnel Requirements: Executive Director, Program Coordinator, Treasurer Benefits: Financial Assistance- Using the DCA’s non-profit status, supporters of individual projects were able to donate to the project through the DCA using the donation as a tax-deductible write-off. Potential Loss: Color Carlisle’s inability to use a state and community-governed and audited non-profit status to use for future borough-wide development or specific projects. Origin: This falls into an Organization Committee, Design, Promotion and Safe, Clean and Green to seek partnerships and share resources.
CARLISLE HISTORIC DOWNTOWN COMMERCIAL GUIDELINES
The Downtown Carlisle Association has shown leadership for downtown promotion and improvement.
The DCA is a community board-managed organization established to advance the Borough’s goals of economic development, increased tourism, managed land use and housing development, historic preservation, and regional marketing, all of which are embedded in the Carlisle Comprehensive Plan. DCA follows the proven and long-standing Main Street Principles espoused by the National Trust for Historic Preservation for its organizational structure. The principles, now known as Transformation Strategies, address four topics of downtown conditions: ● Economic vitality, representing the mix and economic value of businesses ● Promotion, including promotion of downtown businesses as a whole as well as special events and activities that draw customers into the downtown ● Design, addressing the physical design of structures and their effect on public spaces ● Organization, outlining the scope and structure of coordination with community partners To these four principles, DCA added a fifth principle of local service to central business district residents and adjacent neighborhoods.
Carlisle’s Comprehensive Plan
The DCA has implemented Carlisle Historic Downtown Commercial District Building and Signage Guidelines with the assistance of Borough Codes office and HARB. This reference guide for Historic Commercial Buildings provides a consistent style source for the historical overlay of commercial buildings in the C1 zoning district. The guidelines use detailed graphics of current and historical Carlisle buildings, and reference buildings from other areas, and details how business owners and property owners can restore and operate out of historic buildings while maintaining the character of the building and overall historical relevancy of Carlisle. The guidelines are currently being used in a project with DCED and Historic Museum Commission to digitize and provide an easy to use online guide for builders and developers across the country. Personnel Requirements: Executive Director, Economic Development Specialist, Economic Development Committee Benefits: Technical Assistance- The DCA uses these guidelines to consult with business and property owners as they move through retrofitting and renewal of historic properties. We use these to ensure a common look for downtown based on the historic nature and district. The economic development committee uses these to judge and award facade, lighting and signage grants. Potential Loss: The DCA will lose potential recognition and designation rights for Main Street designation without a formal historic preservation resolution or program. Origin: Carlisle Borough’s Comprehensive plan
DOWNTOWN DESIGN - FACADE & HISTORIC PRESERVATION Implemented in 2016 were sign, lighting design and facade design services and an anti-graffiti coating grant made available by the DCA. For 2017 all of these grants have been combined into a Design Grant which allows businesses to apply for monies for large scale facade improvements, lighting and signage. And in 2018, the program was so successful that all of our funding was procured by June 2018. Using DCA design capabilities, many businesses have used designs for final “as-builds” or conceptual designs for signage and facades. This free service is offered to ensure businesses can understand the look of downtown we are going for without having to pay for detailed designs by third party agencies. Personnel Requirements: Executive Director, Program Coordinator, Economic Development Specialist, Economic Development Committee Benefits: Technical Assistance- Activate the National Main Street historic trust, ERA Downtown Works, Gibb’s Study, Comprehensive Plan and historic district goals and action items to guide businesses and property owners in best fits for downtown streetscape. Potential Loss: Inability to guide a downtown streetscape. Origin: ERA Downtown Works, Gibb’s Study, Comprehensive Plan
SIGN GRANT AND DESIGN SERVICES
Our sign grant program has maxed out for the third year in a row. Issues with the sign grant is our more stringent desires than HARB. We would like businesses to come to us at the outset of sign development rather than assuming the grant is free money to be applied for after it has been approved by HARB. Personnel Requirements: Executive Director Benefits: Technical Assistance- Assist small business owners who need professional graphics and marketing done for branding and signage. Potential Loss: A lower quality of business look and perception to the visitor. Origin: National Main Street-Design / Economic Development - Provide technical services to ease opening and operating of a business in your downtown. ERA Downtown Works, ERA Merchandising Mix as an effort to provide services to businesses.
ECONOMIC DEVELOPMENT ENCOURAGE MIXED USE PROPERTY DEVELOPMENT
Through DCA board member / developer recruitment, retail recruitment and economic gardening management and understanding of Borough related programs and initiatives, when approached, we promote and guide a
balanced mix of residential, retail, service, restaurant, governmental, office, institutional and other compatible uses. Promoting proper mixed use building development through new building ownership and recruiting for specific retail placements for designated C-1 neighborhoods, we encourage the development of downtown properties as stated in the downtown marketing mix study by Downtown Works and additional studies. Personnel Requirements: Executive Director, Economic Development Specialist, Economic Development Committee Benefits: Provide a constant educational and development advocate for the continued proper development of downtown. Strongly encouraging a mixed use inventory of stores, businesses and vertical development. Potential Loss: A professionally trained designee to downtown Carlisle who will work to partner with the borough, developers and property owners to share the benefits, codes and oppose efforts to degrade the current mission of a healthy mixed use environment. Origin: Carlisle Comprehensive plan, ERA merchandising mix study, National Main Street, Gibb’s Study.
LAND USE AND HOUSING
Stress a strong diversified economy that generates stability, sufficient tax revenues and wide employment opportunities. Work to Retain Existing Businesses and Encourage their Expansion. Support Local Entrepreneurship and “Home Grown” Businesses.
RETAIL RECRUITMENT & RETENTION MANAGING A STABLE DOWNTOWN RETAIL MIX Carlisle’s Economic Development Goals Through DCA board member / developer recruitment, retail recruitment and economic gardening management and understanding of Borough related programs and initiatives, when approached, we promote and guide a balanced mix of residential, retail, service, restaurant, governmental, office, institutional and other compatible uses. Promoting proper mixed use building development through new building ownership and recruiting for specific retail placements for designated C-1 neighborhoods, we encourage the development of downtown properties as stated in the downtown marketing mix study by Downtown Works. Of these tasks, the DCA is the manager of the Business Development Specialist program, aesthetics, inventory, and assists with the downtown parking marketing. The DCA Executive Director has been trained by the Dickinson College funded, original consultant of the Downtown Marketing Mix study and has even been on speaking engagements with former project leadership around the state talking about the success of the retail recruitment program. Our Business Development Specialist has teamed with the Cumberland County Business Development Specialist to further expand territories being scouted and better management of recruitment time. DCA RETAIL RECRUITMENT PROJECTS 1. Recruitment of businesses in a 90 mile radius of Cumberland County and regional and national chains. 2. Available Properties Database 3. Business Development Committee Liaison 4. DCA Sign and Façade Design Grant Administrator 5. Quarterly Lunch & Learns for local realtors and property owners 6. Bi-Annual Downtown Carlisle Available Property Showcase.
Personnel Requirements: Economic Development Specialist Benefits: Recruitment & Retention of downtown businesses as stated in the Merchandising Mix Profit Center: Consistent borough tax base Expenditures: Staffing, Insurance, Administrative Potential Loss: Loss of a very large economic impact to downtown recovery & growth Origin: ERA Downtown Works, ERA Merchandizing Mix Study, Carlisle Comprehensive plan, Economic Impact: Over 30 new businesses opened in past 10 years.
DESIGN
STRENGTHEN THE DOWNTOWN AS THE BUSINESS, ENTERTAINMENT, CULTURAL, AND CIVIC CENTER FOR THE REGION. No single strategy will achieve success. The revitalization of downtown Carlisle will require a fully coordinated set of short-term and long-term efforts involving:…further improving the appearance of the Downtown. (Carlisle Comprehensive Plan)
BLOOMIN’ CARLISLE
Through our design committee, we have improved the visual attractiveness of Carlisle by implementing fresh flower programs, such as Bloomin’ Carlisle that started in 2013, that placed an additional 52 flower pots onto downtown streets. Today we place 88 flowerpots in downtown along, and have expanded that into the winter with winter greens that are placed out from November through March. Along with the downtown flowerpots, we secure additional grant funding to pay for the watering of the downtown Rotary hanging flower baskets. This five month long project commits personnel to do daily waterings of over 166 flower baskets per day. Rotary volunteers do it once per weekend. Personnel Requirements: Executive Director, Program Coordinator, Design Committee, Volunteers Benefits: Community / Civic Engagement - Enhance the walkablity and viewshed of downtown Profit Center: $2,000 Expenditures: Annual Downtown Beautification Projects, Administrative Potential Loss: Downtown beautification project and revenue to manage the organization.
Origin: Design committee need to beautify downtown and soften up the storefronts.
DOWNTOWN POLE BANNERS
In 2012, the DCA purchased streetscape banners and hardware to add color and vibrancy to downtown. There are currently 2 sets of banners, one for Spring/Summer/Fall and one for Winter. Recently the Carlisle CAN group purchased banners as a public safety message of shopping safely. Personnel Requirements: Executive Director, Design Committee Benefits: Technical Assistance (design) and Financial Assistance (sponsorship) - Adds vibrancy and enhances the streetscape of downtown. Potential Loss: Lack of a coordinated effort for streetscape and design. Lack of a vibrant viewshed after one was established. Origin: Vibrancy, Design, Shop-ability are all concepts in ERA Merchandising Mix, Gibbs Study, and Borough’s Comprehensive Plan
DOWNTOWN HANGING FLOWERS
Working with the Rotary, the DCA secures $7,500 to hire and pay a person to water and maintain the downtown hanging flower baskets. Personnel Requirements: Executive Director, Program Coordinator, Design Committee Benefits: Partnership between the DCA, Borough, County, Carlisle Garden Club, Dickinson College, and Rotary to maintain downtown hanging flower baskets in the spring/summer/fall. Profit Center: This activity provides funds for additional downtown beautification projects and DCA administrative costs. Expenditures: Staff time to process payroll, solicit and secure sponsorship, manage the upkeep of the plants during seasons. Potential Loss: The loss of the program and additional monies that off site other design projects including facade grants, holiday lighting, and other projects as needed. Origin: National Main Street Association, Carlisle Comprehensive Plan (Beautification), Gibb’s Study
BUSINESS & DESIGN EDUCATIONAL SESSIONS
Hosted bi-annually, these sessions discuss facades, interior design, window merchandising, etc. New this year will be sessions on legal issues including transition planning. Personnel Requirements: Executive Director, Program Coordinator, Design & Economic Development Committee Benefits: Provides current trends and educational topics dedicated to operating a small business. Profit Center: This is a free technical assistance program to downtown and area businesses. Expenditures: Staff time Potential Loss: Loss of a program dedicated to small business needs and retention. Origin: National Main Street Association, ERA Merchandising Mix
DOWNTOWN & NEIGHBORHOOD CLEAN-UP
Over 50 volunteers, twice a year, have area clean-up programs that pick up trash, remove graffiti and catalog any issues that will need additional attention from Borough staff. This community building project allows residents to meet each other, better know their neighborhood, and become more aware of the neighborhood associations affiliated with their area. Personnel Requirements: Executive Director, Program Coordinator, Design & Economic Development Committee Benefits: Provides a civic engagement event that gets downtown cleaned and tailored for an upcoming shopping season. Profit Center: This is a free technical assistance program to downtown and area businesses. Expenditures: Staff time Potential Loss: Loss of a program dedicated to small business needs and retention and downtown design. Origin: National Main Street Association
HOLIDAY DECORATIONS & LIGHTS
The DCA purchased and owns over $90,000 worth of holiday lighting which is placed each year. This lighting is maintained by the DCA with replacement bulbs and general maintenance. In 2015 the DCA began a new holiday lighting program to maintain and purchase future lights for the sets pieces. The DCA has purchased an additional $30,000 in lights for tops of individual streetlights and tree wraps on Veteran’s Courtyard, and new street pole banners. Personnel Requirements: Executive Director, Program Coordinator, Design & Economic Development Committee Benefits: Provides a civic engagement event that gets downtown cleaned and tailored for an upcoming shopping season. Profit Center: This is a free technical assistance program to downtown and area businesses. Expenditures: Staff time Potential Loss: Loss of a program dedicated to small business needs and retention and downtown design. Origin: National Main Street Association
PROMOTIONS/MARKETING
DOWNTOWN SHOPPING & DINING GUIDE
The DCA upgraded the downtown shopping and dining guide to a larger format with a more modern design and layout. The page sizes increased allowing more businesses to upgrade their advertisements. Over 15,000 guides were produced and distributed. 2020 brought 3 downtown guides, all paid for by a sponsorship or DCA reinvestment monies. We need to move back towards a paid downtown guide. Personnel Requirements: Executive Director, Program Coordinator, Economic Development Specialist,, Promotions Committee Benefits: Technical Assistance (Design, layout, distribution), Financial Assistance (sponsorship) - Provide a printed guide to show a list and map of downtown businesses and restaurants and offices. Potential Loss: Vehicle to showcase downtown Carlisle’s restaurants, retail, offices, events, history and people. Origin: This falls has been an original program from the beginning of the DCA .
LOVECARLISLE.COM The DCA started its aggressive branding and marketing with the launch of LoveCarlisle.com. As any brand manager, the DCA has put all of its resources and efforts into marketing this brand through traditional and nontraditional mediums and outlets along with supporting and encouraging others to use and embrace the message. The DCA markets downtown Carlisle as a travel/visiting destination to a 30 mile radius of customers. Using our brand of LoveCarlisle.com we have utilized all methods of traditional media (television, radio, newsprint, glossy print) along with non-traditional media (internet, social media, sponsorships) in promoting and raising awareness of the relevancy of downtown Carlisle as an entertainment, dining and shopping option comparable to other mid-state destinations. Personnel Requirements: Executive Director, Program Coordinator, Economic Development Specialist, Committees Benefits: Provide a nationally recognized brand for the promotion and expansion of downtown Carlisle’s economic vitality. Profit Center: Ancillary revenues are made on sponsorships of websites, events, guides, retail recruitment/ retention and customer base. Expenditures: Expenses are not attributable directly to the brand as it is everywhere and shares costs with the primary message. Potential Loss: Over $250,000 has been invested in this brand. A loss will incur with a direction-less downtown product and lack of cohesive message. Origin: National Main Street Association, Carlisle Comprehensive Plan (Marketing)
DOWNTOWN EVENT WEBSITES Taste of Carlisle.com - HarvestoftheArts.com - IceArtFest.com
Along with the downtown guide is the correlating LoveCarlisle.com website, Taste of Carlisle, Harvest of the Arts, and Ice Art Fest website all designed to broaden the message of these larger civic events, and provide value added promotions to sponsors of events, thus justifying their investment. This conglomeration of site has become the source for information on entertainment, attractions and visitation information for Downtown Carlisle. Along with the updated website will be a mobile app with a mobile tour integrated feature highlighting various topics of interest in downtown. Personnel Requirements: Executive Director (web developer), Program Coordinator, Economic Development Specialist Benefits: Provides information about downtown Carlisle’s events that bring shoppers into downtown. Profit Center: Provides value added benefits to event sponsorships valued at $20,000 to $50,000 annually Expenditures: $300, plus staff time Potential Loss: Promotional and advertising opportunities designated for an event’s success. Origin: National Main Street, Carlisle Borough Comprehensive Plan
FREE BUSINESS MARKETING & TECHNICAL SERVICES TO MERCHANTS
The DCA also provides downtown merchants with free advertising in a 2,156 person distributed e-newsletter through Constant Contact. OVER 200,000 recipients who have viewed information sent via the DCA’S newsletters and informational email news blasts. This email system is also used for general downtown information and for emergency communications for borough and has been critical during COVID to get out information. In addition to the aforementioned free advertising we offer to retain businesses and support local entrepreneurship, we also offer, and maintain, a highly-used social media based Facebook page. With 2,918 people now keeping track of events and posting daily, this advertising outlet has become an up to the minute way of displaying and retrieving information on local opportunities within and outside of the downtown. The DCA also offers free creative services when local businesses owners utilize any of its complementary advertising services. The DCA Executive Director creates the proper print or internet ad for the downtown client, submits it for approval and places it in the requested medium whether the printed guide, website or e-newsletters. The artwork belongs to the downtown client and they are free to use it in whatever additional projects they choose. These free services of advertising and creative services provides direct, off the bottom-line cash savings to the merchant in their marketing and creative budget line items. This program was also highlighted in a national downtown magazine called “Downtown Promotion Reporter.” Embedded within the retail recruitment program, is a retail retention program whereby we network with local businesses and offer management or marketing assistance when an individual business is struggling or the same management or marketing assistance and financial assistance when an entrepreneur is poised to expand within their C-1 business. Acting as a guide through either process, our Business Development Specialist would identify needs and solutions for the business owner. These solutions are countless but could include managerial training from local mentors up to the Small Business Development Corporation, direction to fiscal assistance from local, state, federal or private dollars, navigation through local and county building or business expansion codes. We assist in business expansion through a “one stop shop” listing of currently listed properties that are available for purchase or lease, and additional properties that are not listed but are available through private owners or speculation of current tenant turnover. This list contains a host of information including square footage, utilities, proposed rent or purchase price.
An additional program the DCA offers to support local entrepreneurs are mentor workshops designed to allow business owners to teach other business owners about their successes or pitfalls to avoid. Personnel Requirements: Executive Director, Program Coordinator, Economic Development Specialist, Committees Benefits: Provide small businesses with marketing, advertising and general business consulting at different levels and with partner organizations. Profit Center: This activity is does not have a single funding source, but it funded through profits of other programs. Expenditures: Not including payroll of staff at various technical billing points, the costs of this benefit will is approximately $1,500 per year with costs of subscriptions, Potential Loss: The potential loss is incalculable based on the perceived value of the program, and return on programming that has or may occur in the future given a certain businesses need or program Origin: National Main Street Association, Carlisle Comprehensive Plan (Marketing)
PROMOTIONAL/TOURISM EVENTS Medium Total Impressions 2014 2015 2016 2017 2018 2019 Website Pageviews 80,220 56,982 53,597 58,878 92,021 84,524 Facebook 93,863 326,542 299,052 292,523 281,632 276,542 Newsprint 2,500,000 2,500,000 2,500,000 2,500,000 2,000,000 1,600,000 Radio 1,798,563 1,862,548 1,872,689 1,934,781 1,782,523 1,726,458 Television 190,869 286,784 365,852 284,365 263,658 252,783 Guides 28,000 28,000 28,000 28,000 28,000 28,000 Outdoor 234,542 288,542 234,542 288,542 In-Store 30,000 30,000 30,000 45,000 30,000 45,000 Total Impressions 4,908,965 4,921,515 5,383,732 5,469,996 4,478,610 4,301,849 This list of promotions, ads, copywriting, video production, creative services and social media management is all done in-house for various events and downtown promotions. Personnel Requirements: Executive Director, Program Coordinator, Economic Development Specialist, Committees Benefits: Provide downtown Carlisle’s businesses and activities with a professional brand and paid and trade promotions. Profit Center: This activity provies value-added benefit to sponsors and investors who invest with the sponsorship benefit of advertising. Expenditures: Paid advertising can cost upwards of $30,000 per year. Creative Services for the ads are traded at about $75,000 per year. Potential Loss: The potential loss is incalculable based on the perceived value of the program, and return on programming that has or may occur in the future given a certain businesses need or program or value added benefit. Origin: National Main Street Association, Carlisle Comprehensive Plan (Marketing)
DOWNTOWN PROMOTIONS AND EVENTS TASTE OF CARLISLE
Location: Carlisle Expo Center Audience: Carlisle/Area Residents Average Attendance: 1,500 people Purpose: Provide an expo style location for area businesses to sell/sample/promote product. This regional event showcases area restaurants and stores to the public. Held at the Carlisle Expo Center, the event draws approximately 1000 people to experience local retailers and allows the retailers an opportunity to market to potential customers. 50 people volunteer their time to make this event happen. Personnel Requirements: Executive Director, Program Coordinator, Carlisle Area Chamber, Volunteers Benefits: Provides a downtown experience to the region where people can get to know the businesses and sample food. Profit Center: $1500 Expenditures: Staff time Potential Loss: $1500, loss of partnership opportunity, downtown business promotion and Origin: National Main Street Association, ERA Merchandising Mix, Carlisle Comprehensive Plan Economic Impact: Tens of thousands in residual income and awareness to all participating restaurants and merchants.
FIRST FRIDAY SERIES
Audience: Carlisle/Area Residents War College/Dickinson College Students Average Attendance: 1,000 each Purpose: We provide this event as a retail event to garner support and attention for after 5 pm shopping and dining in downtown Carlisle. This event not only provides the vehicle to convince various downtown establishments to stay open, but also the advertising tool to convince customers to come downtown. This event is being expanded to be a year round project. This event requires committee development, knowledge of annual retail trends, partnership sales, and graphic design, and distribution of programs and posters, and creative and media buys. Personnel Requirements: Executive Director, Program Coordinator, Promotions Committee, volunteers Benefits: Provides a civic engagement event that showcases downtown in various months incorporating themes to keep purpose fresh. Profit Center: $1,500 - $3,000 Expenditures: Event production costs, entertainment, gift certificates. Potential Loss: Loss of a traditional program that is designed to put shoppers and visitors into downtown. Origin: National Main Street Association, Carlisle Comprehensive Plan. Economic Impact: $480,000/annually based on 8,000 visitors over a season including return trips investing
average of $60
FORD PARADE
Location: Carlisle Fairgrounds, Downtown Carlisle Audience: Ford Car Show Enthusiasts, Carlisle/Area Residents Average Attendance: 2,500 + Purpose: This event is dedicated to getting car show participants to experience downtown Carlisle. Research showed many fairgrounds guests did not know downtown Carlisle existed, referring instead to Carlisle as being the strip of hotels between I-81 and the Fairgrounds. This event draws 400 cars, over 800 participants, and about 1,500 spectators throughout the evening. This event requires event production, budgeting, over 70 volunteers, Friday and Saturday staffing, partnerships, production between downtown merchants and marketing efforts, graphic design, and parking operations. Personnel Requirements: Executive Director, Program Coordinator, Promotions Committee, volunteers Benefits: Bridges the consumer base attracted to the car shows, into downtown for exposure and future visits. Benefits restaurants, hotels and stores. Profit Center: $8,000 Expenditures: Event production costs, Staffing, Insurance, Administrative Potential Loss: Loss of a very large economic impact to downtown restaurants, hotels and stores. Origin: Approached by Borough Council and Carlisle Events ownership Economic Impact: $150,000/one night based on 2,500 visitors based on average of $60 with residuals not counted.
CORVETTE PARADE
Location: Carlisle Fairgrounds, Downtown Carlisle Audience: Corvette car show enthusiasts, Carlisle/Area residents Average Attendance: 4,600+ Purpose: This event is dedicated to getting car show participants to experience downtown Carlisle. Research showed many fairgrounds guests did not know downtown Carlisle existed, referring instead to Carlisle as being the strip of hotels between I-81 and the Fairgrounds. This event draws about 600 cars, over 1,200 participants, and about 3,000 spectators throughout the evening. This event requires event production, budgeting, over 70 volunteers, Friday and Saturday staffing, partnerships, production between downtown merchants and marketing efforts, graphic design, and parking operations. Personnel Requirements: Executive Director, Program Coordinator, Promotions Committee, volunteers Benefits: Bridges the consumer base attracted to the car shows, into downtown for exposure and future visits. Benefits restaurants, hotels and stores. Profit Center: $15,000 Expenditures: Event production costs, Staffing, Insurance, Administrative Potential Loss: Loss of a very large economic impact to downtown restaurants, hotels and stores. Origin: Carlisle Comprehensive Plan, Carlisle Events Ownership, Carlisle Borough Council Economic Impact: $276,000/one night based on 4,600 visitors based on average of $60 with residuals not counted.
HARVEST OF THE ARTS
Location: Downtown Carlisle Audience: Local and regional consumers of the arts, Dickinson College Students/Parents, US Army War College Students, Families and Staff. Average Attendance: 10,000 Purpose: Harvest of the Arts - The DCA hosts Cumberland County’s largest Juried art show on the last Saturday of September. This event is a 365 day a year planning process with travel to area art shows for artist recruitment, vendor solicitation, website design & hosting, advertising design, media buys, logistics, entertainment procurement, concert production, contract writing, event layout, staff and volunteer management. This event brings over 10,000 people into downtown annually and requires over 80 volunteers to make it happen. Personnel Requirements: Executive Director, Program Coordinator, Promotions Committee, volunteers Benefits: Positions Carlisle as an arts and cultural center, open and inviting of artists, lifestyles and culture. Profit Center: $15,000-$20,000 Expenditures: Event production costs, Staffing, Insurance, Administrative Potential Loss: Loss of a very large economic impact to downtown restaurants, hotels and stores. Origin: Carlisle Comprehensive plan, DCA Main Street designation 5 year plan, ERA Merchandising Mix Economic Impact: $400,000 based on 10,000 visitors on average of $40 with residuals not counted.
SMALL BUSINESS SATURDAY
Location: Downtown Carlisle Audience: Regional Shoppers Average Attendance: 5,000 Purpose: Hosted in conjunction with Amercian Express, the DCA is a recognized main street organizer and is allotted additional promotional materials for the day. We organize promotions with the Chamber and local merchants to promote their sales and promotions for, not only that day but for the weeks to come. This has become the largest shopping day of the year and we hand out hundreds of bags and in-store promotion items. Personnel Requirements: Economic Development Specialist, Program Coordinator, Promotions Committee, volunteers Benefits: What has become the largest shopping day in Downtown, this events is a coordinated effort between American Express and our downtown merchants. Profit Center: $0 Expenditures: Staffing, Insurance, Administrative Potential Loss: Loss of a very large economic impact to downtown restaurants and stores. Origin: Carlisle Comprehensive plan, American Express Economic Impact: A segment of $500,000 based on 5,000 visitors/season on average of $100 with residuals not counted and not having the added promotions of a main street based organization behind it.
SANTA COMES TO TOWN PARADE
Location: Downtown Carlisle Audience: Regional Shoppers Average Attendance: 1,000 Purpose: This civic engagement event started as a direct ask from borough counncil during a council meeting where a resident asked that the parade be brought back. The parade has grown over the years and we use it now as the entry of santa into downtown starting the holiay season. It has become quite large and we are wanting stores and restaurants to engage more in the audience that is there. Personnel Requirements: Executive Director, Program Coordinator, Promotions Committee Benefits: Benefits downtown businesses who actively engage the crowds and promote themselves. Profit Center: $5,000 Expenditures: Staffing, Insurance, Administrative, Bands, Lighing, Advertising Potential Loss: Loss of a growing civic pride event and future economic impact. Origin: Borough Council direct ask Economic Impact: $20,000 on 1,000 visitors/season on average of $20 with residuals not counted.
SANTA COMES TO TOWN WEEKENDS
Location: Downtown Carlisle Audience: Regional Shoppers Average Attendance: 5,000 Purpose: Another downtown holiday event, this begins with breakfast with Santa at the Library. then visits with Santa at the historical society and ends with photos with Santa at the Square on Friday and Saturday evening. This weekend includes anything that happens after the parade including the tree lighting, movies, caroling and shopping. Personnel Requirements: Executive Director, Program Coordinator, Promotions Committee, volunteers Benefits: A memory making event, this event keeps people in downtown and allows us to move them from store to restaurnt when they participate. Profit Center: $1,000 Expenditures: Staffing, Insurance, Administrative, staging, photos, cocoa/drinks. Potential Loss: Loss of a growing civic pride event and future economic impact. Origin: Carlisle Comprehensive plan, Economic Impact: $40,000 based on 2,000 visitors/season on average of $20 with residuals not counted.
ICE ART FEST
Location: Downtown Carlisle Audience: Regional Shoppers Average Attendance: 5,000 Purpose: The DCA hosts the annual Ice Art Fest each February. Between 50 and 90 ice sculptures are downtown along wiht special attractions including live music, live ice scultping, glass blowing, costumed characters and other entertainment to attract people while there are there. What has become a very large shopping weekend for the downtown, this is the only multi-day festival for the downtown. Personnel Requirements: Executive Director, Program Coordinator, Promotions Committee, volunteers Benefits: What has become the largest shopping weekend in Downtown, this events is a coordinated effort between the DCA and downtown merchants Profit Center: $10,000 Expenditures: Staffing, Insurance, Administrative, Sculptures, Advertising, entertainment Potential Loss: Loss of a very large economic impact to downtown restaurants and stores. Origin: DCA board member, National Main Street, Borough Comprehensive Plan Economic Impact: $500,000 based on 5,000 visitors/season on average of $100 with residuals not counted.
US ARMY WAR COLLEGE WELCOME JAM
Location: Downtown Carlisle Audience: Regional Shoppers Average Attendance: 5,000 Purpose: We welcome and acclimate the new class of the US Army War College during the August First Friday. With a sponsorship we offer a gift certificate to be used at any downtown location along with a scahvenger hunt to get them aware of the downtown stores, restaruants and neighborhoods. Personnel Requirements: Executive Director, Program Coordinator, Promotions Committee, volunteers Benefits: Downtown, US ARMY War College Profit Center: $0 Expenditures: Staffing, Insurance, Administrative, printing Potential Loss: Proven program to welcome incomeing USAWC class. Origin: Carlisle Comprehensive plan Economic Impact: Residual loss from students and families over time.
PUBLIC PRIVATE PARTNERSHIPS
The DCA maintains a strong releationship with many investors, corporations and other government offices. These benefit the Main Street efforts for private donations, corporate sponsorships, grants and other investments when needed. Personnel Requirements: Executive Director Benefits: Funding for projects Profit Center: $80,000 Expenditures: Staffing and adminstration Potential Loss: Loss of a programming Origin: National Main Street
PROPOSED ADDITION TO WORK PLAN MAIN STREET DESIGNATION
Location: Downtown Carlisle Audience: Downtown Carlisle benefiting projects and businesses noted in a 5-year plan. Average Attendance: N/A Purpose: The DCA has been a stand-out community for implmenting and managing a Main Street program outside of the state designated program. With assistance from the borough and Dickinson College, the DCA has been able to implement goals and measured tasks from the various studies, comprehensive plans and perception surveys. To gain a Main Street designation, the DCA would need an addtional full-time employee, a part-time employee and costs of a consultant to develop community meetings, extrolate needs and goals in a Main Street 5 point approach committee setting, and assist in preparinig and filing of the application. With this designation, borough council and borough would have to, through a proclaimation designate the DCA as the provider of these services, and gauranteee a salary to and executive director for the duration of the designation. Given the scope of Main Street and borough/college study goals and work we currently are engaged in, we would not be able to accomplish this with the current staffing compliment. Additional workload, including monthly data record keeping and research, state reporting and auditing and program management of new projects, state mandated meeting attendance and other state required compliance, we would need a person to administer that program, and provide general office support. This program was discussed in length a few years ago and determined the better route to go was a BID or DID. Whether achieving that goal through a 5 year Main Sreet Program or developing a proposal again, the timing is now off with competing entities in downtown providing similar/same services. Personnel Requirements: Executive Director, Board of Directors, Borough, Area Stakeholders Benefits: Projected funding of community valued projects through a 5 year plan for the benefit of the Main Street organization/ downtown revitilization. Profit Center: Varies Expenditures: Full time Director ($75K+), P-T Office Support,($27K) Consultant $7,500 Potential Loss: N/A optional project Origin: Borough of Carlisle, National Main Street, Borough Comprehensive Plan Economic Impact: To be determined
DOWNTOWN STREET POLE BANNERS Started in 2011, the DCA purchased brackets and banners for downtown Carlisle’s beautification efforts. The first banners were color coded quantrant markers. Future banners became seasonal welcomes. Personnel Requirements: Executive Director Benefits: Downtown Beautification Profit Center: $0 Expeditures: Brackets, Banners Potential Loss: Banner program Origin: National Main Street Program
LOVEBUCK$ LoveBucks is a direct aid package to businesses affected by the pandemic. The gift certificates are global and are purchased by individuals or businesses for give away as gifts. Better than a gift card program as these do not expire, nor are they tied to a business if they go out of business.
Personnel Requirements: Executive Director, Program Coordinator, Benefits: Provides a perpetual gift certificate program to downtown regardless of POS. Profit Center: $0 Expeditures: Printing, Staffing, Insurance, Administrative Potential Loss: Loss of a grant/aid program Origin: Carlisle borough government
DOWNTOWN HOLIDAY LIGHTS From angels to stars & garland, to Ice Art Fest Snowflakes and trees wrapped in Veteran’s Courtyard, the DCA purchased and maintains the holiday lights in the downtown. This project costs about $2,000 per year in staffing, supplies and updating new lighting. New in 2021 we wanted to look at opportunity for a new tree Personnel Requirements: Executive Director, Program Coordinator Benefits: Provides holiday lighting and winter lighting in downtown Profit Center: $0 Expeditures: Lighting, staffing Potential Loss: Loss of downtown holiday lights Origin: Carlisle comprehensive plan
CONTINUED COVID-19 RELIEF Unlike any disaster we could have imagined or planned for, the COVID-19 crisis has taken everyone by surprise. This catastrophic event has affected everyone in downtown. As we worked with the recovery team, educated ourselves and waited on local, state and federal disaster relief approvals, we know the disaster is not yet over. Nor are we unique in the need, aid and programs needed for recovery. While we try to find new ways of promotion, downtown event production, economic development and design tactics to lure people into downtown, we have also supported and encouraged businesses to keep evolving their way of doing business. As we do not know when and how this will end, we are adapting the way we administer our Main Street efforts and will continue to help market downtown and assist individual businesses to evolve in this new marketplace. Staff has evolved from working from home with daily meetings to working 3 days a week in the office and 2 from home. We have purchased the ZOOM teleconferencing software and have kept up with revitilization efforts and meetings virtually throughout the pandemic. The DCA board laid out the following as our high-level responsibilities in responding to this situation: Gain insight; listen + understand member impacts and impacts to downtown • Every week we have called, emailed or visited downtown businesses to check-in on needs and concerns. While many businesses are closed, we are rely on all of our methods of communication to connect. • Our Facebook page and Downtown Merchant Facebook Group have been very active with questions, comments and requests. • We have been monitoring the timeline of economic impact with other downtowns across the country. We are observing those more mature in the crisis to see how they are handling it, and what benefits are being extending.