Central Business District 2004 Action Plan

GOAL STATEMENT: To enhance and stimulate the current downtown business and social environment with new programs of street beautification, entertainment, and special events designed to stimulate incremental economic activity and community vitality in Downtown Durango.

OBJECTIVE: To bring (and hold) more people downtown, more often…starting now.

STRATEGY: The National Main Street program identifies four key elements as the foundational building blocks of a successful downtown revitalization project. They are: Design, Organization, Promotion and Economic Restructuring. The 2004/CBD Action Plan focuses primarily on initiatives in the “Promotion” category.

History and experience proves that for the each of the four Main Street building blocks to be successful, they must be supported by eight strategic Main Street principles. The 2004/CBD Action Plan applies these eight principles to specific promotional opportunities for the upcoming year. The plan also establishes a foundation of promotional programs that can be built upon in future years as the market dictates, and as resources allow.

Main Street Strategic Principles Summary
1. Comprehensive – “A single project cannot revitalize a downtown”
2. Incremental – “Small projects make a big difference, because they demonstrate that positive things are happening”
3. Self Help – “Grassroots involvement and leadership is critical to both initial success and long-term sustainability”
4. Public/private partnership – “Both groups need the support and expertise of each other, because both have strengths and weaknesses”
5. Identifying and capitalizing on existing assets – “Further develop and promote your own unique offerings”
6. Quality – “From store fronts designs, to promotional campaigns, to special events…quality is imperative”
7. Change – “Work to shift public perceptions and practices…new attitudes and habits are essential to bringing about a downtown renaissance”
8. Action-Oriented – “Small, but dramatic improvements early in the process create a positive signal. Frequent, visible changes in look and activity reinforce the feeling of a positive new direction”

DOWNTOWN BEAUTIFICATION – “DURANGO BLOOMS”
a) FLOWER BARREL SPONSORSHIPS by the Community at large
* “Generously provided by _____”. Plaque lasts many years
* Ongoing sponsor recognition in media
* Cost: $850 one time purchase, does not include annual plants or flowers

b) FLOWER BARREL ANNUAL PLANT SPONSORSHIPS by the Community at large
* “Flowers and greenery generously provided by _____”. Plaque applied yearly

c) FLOWER BARREL ANNUAL MAINTENANCE SPONSORSHIPS by Main Avenue merchants
* “Lovingly cared for by _____”. Plaque applied yearly
* Ongoing recognition in media
* Cost: Time, water, weeding, and love

DOWNTOWN ENTERTAINMENT
a) MUSIC ON MAIN SPONSORSHIP by the Business Community
* Twelve Fridays, Memorial to Labor
* Two Friday performance, noontime and after-work
* Rotating location
* Corporate sponsorship needed
* One Friday / 2 performances $750
* Two Friday’s / 4 performances $1,500
* Four Friday’s / 8 performances $3,000
* All 12 weeks $9,000

b) COMMUNITY CONCERT SPONSORSHIP by the Business Community
* 3 performances, all FREE to the public, Buckley Park with stage
* Corporate sponsorship needed
* June TBD – TBD- $5,000
* July 30 – Music in the Mountains - $5,000
* Aug TBD – TBD – $5,000
* All 3 concerts $15,000

DOWNTOWN MEDIA/COMMUNICATIONS
* New special weekly “Downtown” section by the Durango Herald
* New “What’s Up Downtown?” program on City Span 10 by the City of Durango
* New Quarterly “Pride Button” by the City of Durango
* New “What’s Up Downtown?” web site by the City of Durango
* New monthly “Downtown Update” meetings (2nd Friday, City Hall) by City
* Ongoing communication of mailings, e-mail, phone messages, flyers by City

NEW or IMPROVED DOWNTOWN EVENTS

Snowdown Parade – January 30
* New “family friendly” guidelines
* New safety barriers
Durango Motor Expo – May 29, Memorial Weekend
* Move to Memorial Weekend
* Move location to Downtown, Main Ave with Street Dance
Independence Day, Sunday, July 4
* 8:00 to 9:00 Freedom Fit and Fun Run at Rotary Park, by City/Parks and Rec.
* 7:00 to 10:00 - Country Breakfast, at Rotary Park by Rotary
* 9:00 to 12:00 – Kids Flea Market, at Wells Fargo Bank, by WF Bank / McDonalds (tentative)
* All day - Sidewalk Sale, by Downtown merchants
* 12:00 to 5:00 – Old Fashioned Family Picnic, at Rotary Park, by Kiwanis
* 7:00 to 10:00 – Downtown Street Dance, by Community Connections
* 9:15 Fireworks, by City of Durango

Arts and Crafts Conference and Market – October 22-24
* The architecture, design and style of homebuilding from the 1870’s to 1930’s
Pumpkin Patch – October TBD – Merchant committee needed
* A FREE pumpkin for every kid – a shopping night downtown
Luminarias Night – November TBD – Merchant committee needed
* Traditional seasonal celebration of SW style street lighting – a shopping night downtown
Noel Night – December 9
* Holiday decorations, goodies and caroling – a shopping night downtown

Note: Many other events are planned. This is a partial list only.

DOWNTOWN CAPITAL IMPROVEMENTS AND PROGRAMS BUDGET (partial list)

EVENT SAFETY BARRIERS - $56,000
* Snowdown - $15,000
* Iron Horse Bicycle Classic - $5,000
* Durango Restaurant Association - $4,000
* City - $32,000
EVENT ENTERTAINMENT STAGE - $40,000
* Business Improvement District - $20,000
* City - $10,000
* Chamber - $5,000
* County - $5,000
PROJECT DURANGO BLOOMS - $110,000
* Business Community - 100 Flower barrels, flowers/greenery and maintenance, $100,000
* City - Lamp Post brackets and banners - $10,000
BANNER OVER MAIN - $1,500
* City - New “Historic Downtown Durango” theme $1,500
NORTH MAIN BANNERS - $6,000
* Music In the Mountains - $6,000
EVENT INFORMATION TENTS - $15,000
* City - $2,500
* Need sponsors
MAIN AVENUE SIDEWALK UPGRADE - $1,200,000
* City - $400,000 in 2004, 2005, 2006
SHOPPER’S TROLLEY $25,000
LATE NIGHT SHUTTLE - $15,000
CBD COORDINATOR OFFICE AND STAFF - $90,000
COMMUNITY EVENT SPONSORSHIP- $10,000
FIREWORKS - $15,000

SUB-TOTAL for 2004, - $773,500
* City investment in 2004 programs - $611,000 (79%)
* Private investment in 2004 programs - $ 172,500 (21%)

DOWNTOWN PLANNING PROJECTS UNDERWAY

DOWNTOWN COMPREHENSIVE “AREA PLAN” REVISION by City Planning

* Land use, mixed use, in-fill
* Access, traffic and parking
* Identity and way-finding signage
* Pedestrian and bile pathways
* Transit
* Civic uses and esthetic
* Capital improvement programming and funding strategies

DOWNTOWN DESIGN GUIDELINES REVISION by City Planning

COMMERCIAL USE DESIGN GUIDELINES by City Planning

DOWNTOWN TRANSIT TRANSFER CENTER PLANNING by City Transit

DOWNTOWN ORGANIZATION REVIEW by LEAD