For those of us engaged in the field of purveying food and drink, there is a well-documented recognition of the ups and downs that are part of the business.
In short, more food and drink businesses fail than succeed.
Those who’ve chosen to open food and drink businesses in downtown New Albany are approaching a significant juncture, because critical mass may be quite near. By summer’s end, there’ll be at least two other start-ups downtown (Toast and Wick’s), and if rumors are any indication, perhaps two additional bars are on the drawing board.
On the front end, much of this growth has been enabled by the expedient of the city’s riverfront development area and its attendant, inexpensive Indiana ATC alcohol sales permits. It hasn't hurt for there to be an availability of good, reasonably priced spaces. However, while business plans are supposed to be dispassionate, there’s undoubtedly a good measure of simple hope on the part of downtown food and drink investors – faith that the downtown revival will continue its steady, upward arc. After all, forward motion is being achieved in the midst of a recession.
Can we maintain it?
Looking at it another way, critical mass in food and drink may already have been achieved if the criteria for measuring it incorporate a strictly local, native customer base. In other words, there may be too much downtown food and drink for New Albany and Floyd County residents, and if this is true, the importance of attracting customers from the greater Louisville metropolitan area is immeasurably enhanced.
In this, there is no choice. We must sell downtown to a wider market.
It isn’t about a single restaurant or bar downtown marketing itself to attract customers, although this remains a factor. Rather, it’s about jointly marketing the extended historic downtown business district as a destination in and of itself. To paraphrase the imbibing Founder, those of us in the food and drink business will succeed together, or fail separately.
At the Bank Street Brewhouse, we’ve resolved to post information by the door that shows where else a visitor can go downtown for a meal and beverage. This is especially important on Monday, when we’re closed. If someone doesn't know that and drives all the way to New Albany to visit NABC, I don’t want them driving back if we’re closed. I want them going elsewhere downtown and enjoying themselves (and spending money) there, instead.
I believe this is a simple example of how all the establishments can work together to ensure that visitors feel informed and aware of the options, and I hope we can expand the effort in the coming months. Food and drink purveyors should remember the importance of offering specialized options that set themselves apart from like businesses, and also have the confidence to join together in marketing the whole of these available options downtown.
Let’s hope we can do that. If we don’t, I’m afraid the attrition rate will be uncomfortable.
The Cafe at Destinations Booksellers should be in operation by the end of August. I thought you knew. We'll probably have longer hours, cheaper prices, and better coffee, with the intention of being a piece of the puzzle that complements the offereings of the licensed purveyors.
ReplyDeleteOops. I knew. Wasn't sure about projected opening.
ReplyDeleteI think the sign is a brilliant idea. Bluegill and I noticed your sign this past Thursday evening. Shouldn’t some type of association be doing this for all downtown businesses? For instance, if DNA is a “Main Street” organization, should it not fall on them to help promote this type of information? Is there another downtown type of business organization that could be doing this? It seems to me that this is another “cheap” way to promote not only one’s business, but also downtown as a whole.
ReplyDeleteCommunity, Business, and Neighborhood Alliance (COBANA) stands a better chance of unifying all independent merchants and the neighborhoods than the Main Street organization.
ReplyDeleteAnd I agree with the sign idea. We ask all our weekend customers and most of the lunchtime and dinner crowd if they've tried X, Y, and Z, and we give them directions. That's what it takes.
ReplyDeleteSpeaking of which, Petrey-Hedden galleries has an artists reception going on right now on Pearl Street. I'm sure you'd be welcome.
First, I want to make one distinction. “Main Street” organizations are not intended to be “merchant organizations,” per se. Main Street organizations have their roots in historic preservation; historic downtowns have the best chance of survival if they are active centers of commerce and culture. To aid in downtowns' survival, Main Street organizations are organized around a Four-Point Approach: Organization, Promotion, Design, and Economic Restructuring. As for Promotion, the National Trust states that Main Street organizations should:
ReplyDeleteSell a positive image of the commercial district and encourage consumers and investors to live, work, shop, play and invest in the Main Street district. By marketing a district's unique characteristics to residents, investors, business owners, and visitors, an effective promotional strategy forges a positive image through advertising, retail promotional activity, special events, and marketing campaigns carried out by local volunteers. These activities improve consumer and investor confidence in the district and encourage commercial activity and investment in the area.
I don’t know that it “falls on” Develop New Albany to organize, alone or with partners, a downtown marketing campaign; we are volunteers with no official government mandate. However, I believe it is very clear that such a campaign is consistent with Develop New Albany’s mission.
Ok, enough of the hair splitting.
Develop New Albany historically has handled Promotion in a number of ways (and I’m sure I’m forgetting a few). Our “First Tuesday” events bring anywhere from 100 to 200+ people to a New Albany business each month. Our email blasts, which reach a few thousand people, promote various downtown business events such as Grand Openings/Ribbon Cuttings, etc.
Develop New Albany recently has become much more focused on the advertising side of Promotion. While everything at Develop New Albany is a group effort, I in particular would like to single out Board Member Dave Clark of D-Zine as someone who is helping give new life to our Promotion efforts. For the past six months, Dave has been working on a downtown marketing plan that includes print advertisements in both the Tribune and a regional food/dining magazine (Roger, can you remind me the name of the publication?). A few of these ads have already run. Dave, who works in the advertising industry, is able to use his knowledge, contacts and his bulk purchasing power to ensure that downtown gets the best campaign possible. So far, that has been a pure Develop New Albany effort.
(continued at next post)
(continued from prior post)
ReplyDeleteIn joint meetings between Develop New Albany and the New Albany Urban Enterprise Association, marketing was indentified by board members as one of four areas where the two organizations can and should be working together. That decision was made just in the last couple months so it’s too early to tell exactly what direction this partnership will take. Personally, I’m very excited by the opportunities that may come about from this collaboration. If you see a Develop New Albany or Urban Enterprise Association board member, ask him or her about the joint project.
Can our marketing efforts be better? I believe I can speak for the whole organization when I state that we at Develop New Albany always are open to constructive criticism. We want to fulfill the Main Street organization objectives. Everyone may not always agree on how to get there, but we’re willing to have the debate.
Particularly troubling to me is that over the past month or so, I’ve heard a number of rumors that a particular individual involved in downtown redevelopment has been whispering into peoples’ ears that Develop New Albany is not a Main Street organization and should be dissolved. Through four emails, one sent each of the last four weeks, I’ve asked this individual what he believes the organization should be doing to improve itself and to better fulfill its mission. Like I said, we’re open to constructive criticism. I’m sad to say that I have yet to receive a response from this individual. In contrast, Bluegill and I have had several discussions on this blog and in person on the merits of Develop New Albany. While he and I sometimes disagree, Bluegill always is quick to articulate the reasons behind his differences with Develop New Albany. While I do not always agree with him, I respect him and his opinions. I value his interest in and passion for downtown. I wish everyone who spoke against Develop New Albany showed similar readiness to articulate his or her rational and was as eager to engage in constructive criticism. When hearing the unconstructive variant, criticism unaccompanied by articulated reasons, it’s difficult not to wonder if there are motives other than seeing that Main Street organization goals are achieved in New Albany. I’m waiting to be proved wrong. I hope I am wrong.
One of the “Promotion” elements is to “Sell a positive image.” That should be easier.
Dan
ReplyDeleteIt's "Food and Dining" magazine, which goes out quarterly to area hotel rooms, and also has a good subscriber base and newsstand sales.
If none of you object, I believe the thread here merits elevation to the marquee (on Monday) to encourage added discussion and make it searchable (comments are not searchable in Blogger).
I will publish an open thread accordingly at 12.01 a.m. Monday unless there is disagreement, primarily because I'd like to see this topic debated publicly.
An added note: I'll be away from the computer most of the day today.
ReplyDelete