Downtown Strong Youngsville, NC 1 Youngsville, NC Franklin County - - PowerPoint PPT Presentation

Downtown Strong

Youngsville, NC

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Youngsville, NC Franklin County Population: 1200

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Downtown Strong is a new initiative of the North Carolina Department of Commerce, NC Main Street and Rural Planning Center. The focus of the Downtown Strong Initiative is to provide downtown revitalization expertise to rural communities located in Tier 1 and Tier 2 counties, seeking to prepare for the Downtown Associate Community program, or to prosper on their own. Downtown Strong is a result of feedback from rural leaders during Hometown Strong community meetings. Downtown Strong helps communities create economic development strategies that will transform downtown and organize their downtown revitalization initiatives around the Main Street America Four Point Approach™.

What is Downtown Strong?

The Main Street America Four Point Approach™ for downtown revitalization includes: Economic Vitality, Design, Promotion and Organization Economic Vitality consists of strengthening the existing economic assets; expanding and diversifying the economic base. Design focuses on improving the physical aspects of downtown. Promotion focuses on selling a positive image of downtown based on authentic, creative assets of the community. Organization involves creating a strong foundation for a sustainable revitalization effort, including cultivating partnerships, community involvement, and resources for the district.

The Opportunity Assessment consisted of a review of previous economic reports and documents that were made available. There was also a tour of the community with Mayor Fonzie Flowers, Commissioner Terry Hedlund, Town Administrator Phillip Cordeiro, NC Dept. of Commerce Regional Planner Bruce Naegelen, and NC Dept. of Commerce Downtown Economic Development Specialist Diane Young. This tour was followed by a Priority Setting Retreat attended by members of the Town Council, town staff, members of the Youngsville Planning Board, and residents of the community.

Description of Opportunity Assessment and Priority Setting Retreat

Key Findings from Opportunity Assessment

Key Findings

• The growth of Wake Forest and Raleigh is driving both businesses and

residents to Youngsville to enjoy the amenities of a small community.

• Youngsville is governed by progressive and passionate elected officials

assisted by a strong town administrator who are strategically advancing the community in a forward-thinking manner.

• With an estimated population of 1200 Youngsville has minimal capacity

to take on additional initiatives. With that said, there is great collaboration between groups and organizations which leads to successful events and endeavors.

Key Findings from Opportunity Assessment

Key Findings

• Main Street is experiencing a significantly high volume of traffic,

including truck traffic that produces noise, fumes, and congestion. While this traffic is a chief concern amongst residents, the future implementation of solutions is in the hands of NCDOT. Even with this traffic issue Downtown Youngsville businesses are experiencing success.

• Included in the recently adopted 2040 Comprehensive Land Use and

Master Plan is a Downtown Catalyst Area streetscape design that will bring physical enhancements to Main Street.

Key Findings from Opportunity Assessment

Key Findings

• The adopted Bicycle and Pedestrian Plan ties Luddy Park to the

downtown core area and will assist in capitalizing on bicycle traffic coming through Youngsville as part of the Mountain to Sea Trail.

Opportunities, Obstacles, Liabilities and Assets (OOLA) Analysis Downtown Youngsville

OPPORTUNITIES

Funding Tapping into existing organizations and youth groups for volunteers Girl Scouts/Hut Communication/Town staff person One overall organization to communicate with individual organizations Our State Magazine Downtown branding campaign Greater use of social media/connecting to Town website Increased communication via website tools Capturing tourists visiting local destinations Promotion workshops for new businesses

OPPORTUNITIES

Parking lots Art department at high schools Street furniture (ie benches, trash receptacles) Design assistance, guidelines Wayfinding signage Building signage Five Points Alternate truck route Entryways Connectivity – 360’ around the blocks Tech Incubators Restaurants Vacancies (low number)

Opportunities, Obstacles, Liabilities and Assets (OOLA) Analysis Downtown Youngsville

OBSTACLES

Lack of volunteers Too small to have a structured Main Street/Downtown committee Difficult to close Main Street (DOT) Most events are held at Luddy Park, slightly

• utside of what is perceived as Downtown

Business owners’ lack of experience/expertise in promoting their business Communicating with segments of the community that do not use social media Low capacity, lack of manpower and resources for events

OBSTACLES

Truck traffic/noise Balancing traffic flow designs with the potential impact on residential roads Business owners need to develop both front and rear entrances if rear entrance is going to be used as a primary entrance from rear parking Overhead utilities Connectivity to larger gathering areas and schools Manufacturing businesses with front parking Physical size of downtown

Opportunities, Obstacles, Liabilities and Assets (OOLA) Analysis Downtown Youngsville

LIABILITIES

Funding Traffic – people afraid to park downtown, hurts business Background noise generated by high volume of truck traffic Handicap accessibility to walkways and buildings Narrow sidewalks in some locations (4’ – 5’ wide) Lack of Small Business Center at community college Mostly Monday thru Friday business hours in many downtown businesses Not enough mass of businesses Some vacancies Lack of sufficient medical services

Opportunities, Obstacles, Liabilities and Assets (OOLA) Analysis Downtown Youngsville

ASSETS

Gathering Youngsville Town Staff Special event collaborations and partnerships Active service organizations Successful cross promotions Two event venues Promotion is happening via word of mouth A sense of synergy and collaboration on events is taking place and is increasing Successful events currently exist – Christmas Tree Lighting and Trick or Treat There are locations off Main Street where events can occur Guerilla marketing techniques have been utilized, ie Welcome Bags Newly renovated buildings Murals Downtown is not a “cookie cutter” design, it has its’

• wn distinct character

ASSETS

Experiencing the reuse of older historic structures Contractors are willing and able to work on

• lder downtown projects

Main Street improvements Road improvements Mountain to Sea Trail Pedestrian and bike plans Burnt Barrel Youngsville Pharmacy Yacht Club Beverage House Cross + Main Charron’s Deli & Café Scoops on Main The Tin Pig Vendor Village History of successful businesses, what has opened here has stayed here Successful professional services Low vacancy rate

Implementation Strategy Workshop

Priority

• Hire a firm to develop a town brand and

wayfinding sign designs for future signs.

• Support the three-day Branding Workshop.

Actions

Town Brand and Wayfinding

Implementation Strategy Workshop

Priority

• Develop a marketing plan to launch the Town
• f Youngsville brand.
• Launch the brand.

Actions

Town Brand and Wayfinding

Implementation Strategy Workshop

Priority

• Utilize the brand in all future economic

development initiatives and recruitment materials to attract businesses, developers, and investors.

• Obtain budgets for the future fabrication and

installation of wayfinding signs.

Actions

Town Brand and Wayfinding

Implementation Strategy Workshop

Priority

• Produce and install wayfinding signs as

budgets allow.

Actions

Town Brand and Wayfinding

Tasks

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Action Timeline or Due Date Responsible Party(ies) Resources Needed

• Org. Promo. Design Eco.

Vit. 1

Hire a firm to develop a town brand and wayfinding sign designs for future signs. Completed Town Town, design firm, Downtown Strong Grant X

2

Support the three-day Branding Workshop through locating meeting space(s), scheduling focus groups, and encouraging widespread participation in the workshop process. 6/26/19 Town Design firm, elected officials, town staff, event planners, tourism representatives, civic organizations, business and property owners, residents X

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Develop a marketing plan to launch the Town of Youngsville brand. Two months prior to launch Town Same as action #2, plus media outlets X

Tasks

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Action Timeline or Due Date Responsible Party(ies) Resources Needed

• Org. Promo. Design Eco.

Vit.

4 Launch the brand. To be determined Town Design firm, elected officials, town staff, event planners, tourism representatives, civic organizations, business and property owners, residents, media

• utlets

X 5 Utilize the brand in all future economic development initiatives and promotional materials to attract businesses, developers, and investors. Ongoing Town, downtown businesses Town, downtown business owners and property

• wners, community

X

Tasks

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Action Timeline or Due Date Responsible Party(ies) Resources Needed

• Org. Promo. Design Eco.

Vit.

6 Obtain budgets from area sign companies for the fabrication and installation of wayfinding signs. 1/1/20 Town Town, sign companies X 7 Produce and install wayfinding signs as budget allows. Ongoing Town Town, sign company X

Implementation Strategy Workshop

Priority

• Form a committee/task force to analyze potential

locations for a market that is woven throughout Downtown Youngsville.

• Develop a marketing plan with logo to promote the

market.

Actions

Farmers and Artists Market

Implementation Strategy Workshop

Priority

• Design and fabricate unique sidewalk signs for

market days to guide pedestrians to various vendor locations.

• Produce a banner to be displayed at all outdoor

events promoting Downtown Youngsville as a great location to open a business.

Actions

Farmers and Artists Market

Tasks

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Action Timeline or Due Date Responsible Party(ies) Resources Needed

• Org. Promo. Design Eco.

Vit.

1 Form a committee/task force to analyze potential locations for a Franklin County Farmers and Artists Market that is woven throughout Downtown Youngsville. 9/30/19 Town Town staff, business and property owners, Parks and Rec, market organizers, residents. X 2 Develop and implement a marketing plan that assists in launching the market and promotes it on a regular basis. Create a logo that speaks to the creative nature of this market setup. Two months prior to the first market, and

• ngoing

Committee/ task force Town staff, business and property owners, market organizers, residents, media

• utlets

X

Tasks

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Action Timeline or Due Date Responsible Party(ies) Resources Needed

• Org. Promo. Design Eco.

Vit.

3 Design and fabricate unique sidewalk signs for the day of the market to guide pedestrians to various vendor locations. One month prior to the first market Committee/ task force Town, local artist X 4 Produce a banner to be displayed at all outdoor events marketing Downtown Youngsville as a great location to open a business, with contact info for more information. After brand is launched and as budget allows Town Town, sign company X

➢ Review workplan. ➢ Edit responsible parties and completion dates as needed. ➢ Add tasks that make the workplan more complete. Utilize the workplan to remain focused and action oriented. Develop a workplan for all future Downtown Youngsville initiatives, keeping in mind that all four areas of the Main Street approach should be incorporated into each future workplan.

Next Steps

Youngsville is a small, proud community that is attracting businesses, residents, and visitors from surrounding metropolitan areas due to its authentic character and creative offerings. The development and implementation of a town brand that communicates Youngsville’s unique and entrepreneurial character will assist in future downtown revitalization and business recruitment efforts.

Summary

Food for thought…

You don’t have to be large… You

• u ju

just st ha have ve to to be e

CREATIVE!

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Liz Parham, CMSM Director, NC Main Street & Rural Planning Center lparham@nccommerce.com 919-814-4658

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