2013 Work Plan- Luray Downtown Initiative to restore the economic - - PDF document

2012 Recap and Accomplishments

Establish a Downtown Development Strategy

Work with partners and LDI Economic Restructuring Committee to understand and build a Luray identity that will drive traffic downtown and create regional interest. Task: Position Luray as a Destination

• Conduct targeted research to determine local and regional market characteristics
• Progress: Art/Cultural Market- completed VEI grant and partnership with People, Inc to determine
• arts and cultural microenterprise needs in Page County and Luray. Outreach to local community
• during Town Hall Meeting and targeted survey- needs assessment. Continue to serve on Page
• Valley Arts Council and promote and support art related efforts.

Analyze Luray service/product inventory and businesses

• Progress: Gaining a better understanding of businesses downtown- challenges, impacts and
• future goals. A more professional approach to gather data and determine a strategy is needed.
• Promote a Luray brand
• Progress: Successfully assisted in the promotion of Lurayʼs Bicentennial. Developed
• Bicentennial logo and slogan. Promoted consistent message and “look” in cooperative ads
• for Town of Luray. Brought outdoor industrial art exhibit to Luray, designed and produced
• mural promotional pieces, help facilitate a Bicentennial Mural Project, continued to brand BUY
• LOCAL Luray, initiated conversations with Farmerʼs Market.

Task: Attract and Develop Entrepreneurs

• Analyze current inventory and commercial assets
• Continue to foster relationships between businesses owners and building owners better
• understanding of commercial rental rates, occupancy ratios, and available space for rent,
• rehab, or sale Progress: Commercial occupancy rates and rental rates identified and analyzed
• Better understand local revenue sources, tax structures, incentives, and codes
• Progress: Sales tax revenues analyzed based on cluster segments (service/professional/retail/
• restaurant/lodging). Initiated by LDI, revolving loan fund re-established by Town of Luray and
• “creative” small business incentives discussed.

Analyze employment opportunities and skill sets

• Progress: Research completed on employment history, graduation and higher education statistics,
• commuter segments etc. to include factories jobs and past and present skill sets. Using this
• information, LDI partnered with local and state Small Business Development Center to prepare and
• submit a $100,000 grant application-SBDC Portable Assistance “Page County/Luray Niche Based
• Economic Development”. Grant was not awarded in 2012, will try again.
• Make LDI the support organization for local small businesses development/encouragement
• Progress: More calls, questions and conversations were directed toward LDI than ever before.
• Successfully council and supported new and expansion businesses- Trackside Theater,
• Expressions Studio, Page One, McKim and Huffman etc. Prepared for Page Valley Arts Council a
• community art facilities plan and presentation for Superintendent of Schools. Continued to promote
• and work with Main Street businesses. Participate in statewide placed-based economic
• development panel discussions. Better understanding of HUBZone practices.

2013 Work Plan- Luray Downtown Initiative

~Our Mission~ …to restore the economic base, historical flavor, beauty and vitality

• f our downtown district through partnering with our

residents,Government and business groups. ~Our Vision~ …to be vibrant, successful, and economically stable area that attracts visitors and maintains community pride.

Luray Downtown Initiative • 18 Campbell Street Luray Virginia • 540-743-7700 • www.downtownluray.com

2012 Goals and Accomplishments Cont.

• Increase inventory to improve commercial flow downtown
• Reorganize Main Street Boundaries and Historic District Boundaries to include historic buildings on
• r near district borders Progress: North Broad Street Gateway Improvement Grant awarded by
• DHCD to provide a better visual connection and address safety issues into the historic district.
• Assisted with design and concept for infill project on East Main Street (Bicentennial Legacy
• Planter) as strategy to improve pedestrian flow and streetscape enhancement downtown. Historic
• boundaries and process identified.

Market Bridge Theater Building to potential investors

• Progress: Completed Bridge Theater Feasibility Study, challenging outcomes addressed in 2013.

Improve LDI Fundraising and Grant Opportunities

LDI’s operational funding is limited. Larger contributions would better sustain the organization and enable economic vitality and other related promotional work to increase in downtown Luray. Task: Better Position LDI as Luray’s Non-profit Economic Engine

• Inform the general public about LDI’s mission and accomplishments through press releases and

success stories. Ask for contributions and donations. Progress: Continued media attention, paid local and regional ads, promotional postcards, flyers, inserts etc.

• Ask localities to increase their support donations Progress: Reduction in operating expenses

with new office location, rent and utility assistance by Town of Luray.

• Better educate residents and businesses owners on new sponsorship programs

Progress: direct mail campaign, guest speaker New Market and Luray Rotary, radio show

• Research and apply for appropriate grant opportunities Progress: Better allocation of duties with

part-time staff person added and intern working over summer.

Continue Event and Merchant Support

LDI should continue its current participation, organization, and support of community events Tasks: Encourage larger tourism and community market to visit downtown Luray

• Evaluate current market visiting the area and target more events and downtown activities to

drawn their attendance. Progress: Regional partnership established with Rockingham, Augusta, and Page Counties with support of a VTC grant for Mountains, Valleys, Downtown Alleys

• concept. Added Shenandoah National Park to marketing efforts in greenway kiosks. Added new

events- Luray Triathlon Pasta Feed and Turkey Trot with downtown focus.

• Ask business owners to lend financial and marketing support. Progress: Facilitated larger

cooperative ads showcasing recreational opportunities in Luray.

• Improve monthly merchant meeting attendance and “on the street” merchant communication

Progress: Hosted meetings in shops/restaurants

• Work closely with Town to promote and organize Luray’s Bicentennial in 2012

Progress: Organized, designed, placement of ads, flyers and other promotional pieces for Town

• f Luray and Bicentennial Committee

2013 Work Plan- Luray Downtown Initiative

2012 Training Participation:

Art Town Meeting- People, Inc., Page Valley Arts Council Nonprofit Trade Show- Luray Manager’s Retreat, Summer Training- Virginia Main Street Art Is Business- Blue Ridge Community College and SBDC Place-Based Economic Development- Virginia Community Capital HUBZone and Entrepreneur Express- Small Business Administration

2012 Board and Committee Members

Board of Directors- Monte Layman- President, Nancy Lee Shifflett- Temporary Treasurer, Linda Drum- Secretary, Brenda Beahm, Ron Vickers, Barbie Stombock, Todd Lynn, Rick Black- Ex-officio Promotion Committee - Nancy Brady, Susan Rocke, Jim Mayes, JoAnn Fargo, Kira Newman, Mary delaFontaine Design Committee - Pat O’Brien, Nancy Brady, volunteers (high school students/community) Economic Restructuring Committee - Stephanie Lillard, Todd Lynn, Sara Levinson, Joyce Krech (SBDC counseling)

2013 Work Plan- Luray Downtown Initiative 2013 Goals

• 1. Continue to Build a Downtown Development Strategy

Work with community partners and LDI Committees to better understand and promote a Luray identity that will drive traffic downtown and create regional interest. Task: Position Luray as a Destination

• Use gateway and infill improvements to draw traffic downtown
• Create media excitement and press highlighting impacts and partnerships

Conduct targeted research to determine local and regional market characteristics

• Determine options to fund more professional research. Confirm target market.

Strengthen Lurayʼs “sellable” service/product inventory, encourage “better fit” inventory for market

• Guide new business and plans, communicate downtown vision and connect/link product assortments

Research effective downtown/town turnaround models

• Day trip out of the area, “scout” towns including potential businesses

Continue to develop a Luray brand to include Marketing and Development Plan for Luray

• Reference Todd Barmanʼs technical assistance report for low cost suggestions. Use art/cultural,
• utdoor rec and agricultural strategies established in 2012 as brand focus.

Promote a Luray brand

• Rack cards to be designed in 2013. Continue to promote established BUY LOCAL look and
• message.

Outcome: Prioritize and market community assets, determine sellable products and services, share information with stakeholders to brand Luray and create a better development flow downtown. Task: Attract and Support Entrepreneurs

• Assist in the rehab and rent of commercial space
• Determine a financial model that will make LDI a nonprofit economic developer of distressed and
• vacant buildings. Use Bridge Theater Feasibility Study as discussion tool; stressing opportunity with
• focus on Lurayʼs future economic health. Encourage “Pop Up” retail concepts.

Use local revenue sources, tax structure, incentive, and code information to develop a plan

• Develop and discuss with Town of Luray a small business incentive strategy to create and sustain
• local entrepreneurs. Solicit and court new business to locate in the Historic District.

Brand Luray as a “Place to do Business”

• Design marketing materials and presentation packages.
• Engage local youth- organize a businesses plan competition. Refer to Waynesboro EDAʼs program

Solicit revolving loan fund applicants

• Determine other loan fund opportunities available in the county and elsewhere
• Use employment statistics and labor skills to target opportunities as potential businesses.
• Encourage appropriate businesses within our community.

Make LDI the support organization for local small businesses development Continue to lead the economic development conversations in Luray. Provide management,

• marketing and financial support (technical assistance). Initiate a local business development center.
• Increase inventory to improve commercial flow downtown
• Reorganize Main Street Boundaries and Historic District Boundaries to include historic buildings
• n or near district borders

Outcome: Secure plans and funding to stimulate small business development. Encourage confidence.

Task: Put LDI Committees to Work

• Prepare a work plan for each committee.

Outcome: Creation of strong functioning committees and volunteer networks. Increase LDIʼs credibility and recognition in the community.

• 2. Improve LDI’s Financial Sustainability

Explore effective funding resources and opportunities: festivals, fundraisers, contributions Explore other organizational models: membership organization, cooperative organization, etc. Research and apply for appropriate grant opportunities Task: Better Promote LDI as Luray’s Non-profit Economic Engine Inform the general public about LDI’s mission and accomplishments through press releases and success stories. Ask for contributions and donations. Outcome: Create economic security for the organization. Self promote with frequency and energy.

• 3. Continue Event and Merchant Support

Continue current participation, organization, and support of community events. Task: Participate in local and regional marketing campaigns Mountains, Valleys, and Downtown Alleys Appalachian Trail Community Designation- Luray Task: Develop cooperative marketing plan for merchants Improve monthly merchant meeting attendance and increase communication Outcome: Increase Downtown Luray’s visibility to generate more sales for downtown merchants and sales tax revenue for Town of Luray.

2013 Board and Committee Members - to date

Board of Directors- Monte Layman- President, Nancy Lee Shifflett, Linda Drum- Secretary, Ron Vickers, Barbie Stombock, Todd Lynn, Jerry Schrio- Ex-officio, David Slye, Dan Fause, Cornelia Spain, and Jim Sims Promotion Committee - Nancy Brady, Susan Rocke, Jim Mayes, JoAnn Fargo, Kira Newman, Mary delaFontaine Design Committee - Pat O’Brien, Nancy Brady, volunteers (high school students/community) Economic Restructuring Committee - Stephanie Lillard, Todd Lynn, Sara Levinson, Joyce Krech (SBDC counseling) ****Visual media on Facebook and website: (file too large to email) Christmas in Luray Video Link and Song- http://animoto.com/play/49tENTIQgDgeH8GCHhx4yA

2013 Goals Cont.

2013 Work Plan- Luray Downtown Initiative

Luray Downtown Initiative • 47 West Main Street, Luray Virginia • 540-743-7700 • www.downtownluray.com

2013 Marketing Strategies

Luray Downtown Initiative

Marketing Srategies- fundraising opportunities and marketing efforts Events & Community Support

Event Date Target Audience Description Annual Fundraiser/Fall Festival September /October Residents with a strong interest in supporting Downtown revitalization Combine fundraiser and festival into a two day event. Bring in other nonprofit partners. To be determined. BUY LOCAL GIVE LOCAL and Finda Santa Nov-Dec Resident and Visitor Population Over 40 participating merchants. LDI supports a holiday shopping contest for a donation to local charity. Downtown treasure hunt for Santa, free photo once he is found. Community Appreciation December Residents to be determined Evenings on Main May- October Resident and Visitor Population Attracting foot traffic to the downtown and providing a cultural event for residents and tourists. Festival of Spring May Resident and Visitor Population Over 150 vendors, 6,000 in attendance promoted to metro and local areas with web marketing and print advertising Halloween on Main Street October Resident and Visitor Population Ddrive traffic inside shops and restaurants downtown, pumpkin craving, merchant treat or treat July 4th Family Funfest July Resident and Visitor Population Community event drawing families Downtown with activities, food and music. Page Valley Road Race Crit August Resident and Visitor Population 3rd year, growing in popularity Turkey Trot 1K, 5K, 10K November Resident and Visitor Population New 2012 event, almost 400 runners, school grant partipation, record number of volunteer support and local

• sponsors. Race with a Cause, Run for a Cause- profits

donated Triathlon Pasta Feed August Resident and Visitor Population New event in 2012. Provide another dining option downtown and showcase downtown.

Community Support

Flower Baskets May-September Downtown Luray Organize the installation and maintenance of living flower baskets on 34 light standards within the Downtown

• perimeter. Baskets and hardware supplied by LDI with
• ther duties provided by the Town.

Kiosks/Signage Yearly Pedestrian Resident and Visitor "Visit Downtown Luray" and/or seasonal activity message designed for placement in 7 prominent locations: Downtown, Greenway and Luray Caverns Merchant Meetings Bi-Monthly Downtown Business Owners Informative sessions. Discuss and develop cooperative promotional and marketing strategies. Mini-Grant Program Jan-Dec Incentive attractive to existing and potential property owners Fundraising efforts dedicated to building cash reserves for LDI’s privately funded facade renovation and improvement grant matching program.

Marketing Initiatives

Description Date Target Audience Promotional Materials Art and Cultural District Yearly Local artist and resident patron, potential business owner Educate, organize and promote the newly designated district with a strategic plan, art directory and blog site. ART Town Meeting in March Brochure/Rack Card Every 3 years Resident and Visitor Population 5,000 to be printed this year showcaasing downtown

• assets. Distributed to Kiosks, Luray Caverns, Visitors

Center, downtown businesses, etc. Cooperative Advertising Yearly Work with local Downtown businesses and other promoters to combine resources. Cooperative efforts would allow more businesses to obtain coverage in media with greater circulation at an affordable

• cost. 2012 co-op efforts include: Bicentennial ads, flyers

etc, Blue Ridge Outdoor Magazine, postcards promoting murals, outdoor events and Luray. Continue. Maps Yearly Resident and Visitor Population Paper maps with day pass printed and targeted to groups. Media Kit Updated Every Spring Promotional piece provided to Travel Writer and Media Leads Twelve-page pdf describing LDI's organizational structure, function, promotions, and press releases. For print and electronic use. Newsletter Bi-Monthly Downtown business owners Monthly electronic newsletter featuring tips, tends, current promotions, business buzz information. Revaluate? Promotional Items Yearly Resident and Visitor Population Downtown business owners aprons purchased in 2012 Rack Card- Events Updated Every Spring Resident and Visitor Population 15,000 cards printed promoting Town of Luray, LDI and BB&T events. Cooperative with Town, Chamber, County

• Rec. Distributed in Kiosks, Luray Caverns, Visitors Center,

downtown businesses. Recruitment Kit- Luray is the place to do business To Be Completed Promotional piece provided to potential business owners, downtown business inquiries. Pdf describing organizational structure, function, demographics, zoning, incentives, successes, vacancies. For print and electronic use. Shop Local Campaign Continuing Effort Educate Page County residents and support merchants with a buy local program. Printed poster size signs and gift tags Shop Pass Updated when needed Encourage residents and tourist to shop, stay and dine downtown Creates a shopping initiative offering discounts from participating downtown merchants. 5,000 printed and distributed lodging and businesses throughout county Social Networking Daily 2,400 Friends Managing Luray Virginia and Luray Downtown Initiative Facebook pages Website Monthly Resident and Visitor Population Updated by staff