Crafting The Downtown Experience
The role of local organizations and small businesses in the creation of legendary downtown experiences
Jaime “The Storefront Guy” | Downtown New Jersey | Winter 2024
Hello, I’m Jaime
Founder of Storefront Mastery and a few other things.
This is my family.
The Most Important Lesson
• Compounded Awesomeness: each small action doesn’t add, but rather multiplies all the previous ones
Every Main Street business is a Hospitality business
Every Main Street business is a Hospitality business
What does that even mean?
The business of Main Street is to -
• Attract foot traffic
• Provide a unique, memorable experience
• Elevate the entire community
Just like individual attractions support the entire amusement park.
Who are the experts at creating retail attractions?
Disney IKEA
Starbucks
Nike Aesop
Shinola
Stays in character throughout
Invites you to try someone’s home for size Appeals to all five senses in VIP stores
Makes it interactive and personal
Retains the brand narrative in unique stores
On-site manufacturing, pride narrative
How do we replicate that in downtown? How do we replicate that in downtown?
Storefront Mastery’s Three-point system
• Ideation
• Storytelling
• Staging
Jaime Izurieta and Storefront Mastery have elevated our local businesses, showcasing their understanding of redevelopment and a commitment to excellence. They revitalized storefronts and energized our community. I am thankful for the positive impact their work has made on our community.
- Jim Cahill, Mayor of the City of New Brunswick
5 ideas your business can try today
1. Activate the sidewalk
2. Lights, music & cookies
3. Path and trajectory
4. Pairings
5. Teachable skills
Activate the Sidewalk
1. Tables are not only for restaurants
2. Spill over
3. Knitting comes to the movies
4. Neighborhood integration
Lights, music & cookies
1. Engage all five senses
2. Keep it interesting even while closed
3. Everyone loves a freshbaked cookie
Path and trajectory
1. Welcome. Say Hi. Don’t sell.
2. Each object tells a story
3. Show your W’s
4. Pick a theme (elements, pairings, suggestions)
5. Prize at the end
Pairings
1. Add services to products and products to services
2. Find suitable partners in the local business community
3. Find ways to collaborate, instore or in big picture
Show your craft
Build community
Create Brand loyalty
Before the next time I see you…
