Downtown Strong Youngsville, NC 1
Youngsville, NC Franklin County Population: 1200 2
What is Downtown Strong? 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™.
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.
Description of Opportunity Assessment and Priority Setting Retreat 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.
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 OPPORTUNITIES Funding Parking lots Tapping into existing organizations and youth Art department at high schools groups for volunteers Street furniture (ie benches, trash receptacles) Girl Scouts/Hut Design assistance, guidelines Communication/Town staff person Wayfinding signage One overall organization to communicate with Building signage individual organizations Five Points Our State Magazine Alternate truck route Downtown branding campaign Entryways Connectivity – 360’ around the blocks Greater use of social media/connecting to Town website Tech Incubators Increased communication via website tools Restaurants Capturing tourists visiting local destinations Vacancies (low number) Promotion workshops for new businesses
Opportunities, Obstacles, Liabilities and Assets (OOLA) Analysis Downtown Youngsville OBSTACLES OBSTACLES Lack of volunteers Truck traffic/noise Too small to have a structured Main Balancing traffic flow designs with the potential Street/Downtown committee impact on residential roads Difficult to close Main Street (DOT) Business owners need to develop both front and Most events are held at Luddy Park, slightly rear entrances if rear entrance is going to be outside of what is perceived as Downtown used as a primary entrance from rear parking Business owners’ lack of experience/expertise in Overhead utilities promoting their business Connectivity to larger gathering areas and schools Communicating with segments of the community Manufacturing businesses with front parking that do not use social media Physical size of downtown Low capacity, lack of manpower and resources for events
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 ASSETS Gathering Youngsville Experiencing the reuse of older historic structures Town Staff Contractors are willing and able to work on Special event collaborations and partnerships older downtown projects Active service organizations Main Street improvements Successful cross promotions Road improvements Two event venues Mountain to Sea Trail Promotion is happening via word of mouth Pedestrian and bike plans A sense of synergy and collaboration on events is Burnt Barrel taking place and is increasing Youngsville Pharmacy Successful events currently exist – Christmas Tree Yacht Club Beverage House Lighting and Trick or Treat Cross + Main Charron’s Deli & Café There are locations off Main Street where events can occur Scoops on Main Guerilla marketing techniques have been utilized, The Tin Pig Vendor Village ie Welcome Bags History of successful businesses, what has opened Newly renovated buildings here has stayed here Murals Successful professional services Downtown is not a “cookie cutter” design, it has its’ Low vacancy rate own distinct character
Implementation Strategy Workshop Priority Town Brand and Wayfinding Actions • Hire a firm to develop a town brand and wayfinding sign designs for future signs. • Support the three-day Branding Workshop.
Implementation Strategy Workshop Priority Town Brand and Wayfinding Actions • Develop a marketing plan to launch the Town of Youngsville brand. • Launch the brand.
Implementation Strategy Workshop Priority Town Brand and Wayfinding Actions • 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.
Implementation Strategy Workshop Priority Town Brand and Wayfinding Actions • Produce and install wayfinding signs as budgets allow.
Tasks Action Timeline or Responsible Resources Needed Org. Promo. Design Eco. Due Date Party(ies) Vit. 1 Hire a firm to develop a town Completed Town Town, design firm, X brand and wayfinding sign designs Downtown Strong for future signs. Grant 2 Support the three-day Branding 6/26/19 Town Design firm, X Workshop through locating elected officials, meeting space(s), scheduling town staff, event focus groups, and encouraging planners, tourism widespread participation in the representatives, workshop process. civic organizations, business and property owners, residents 3 Develop a marketing plan to Two months Town Same as action #2, X launch the Town of Youngsville prior to plus media outlets brand. launch 17
Tasks Action Timeline or Responsible Resources Needed Org. Promo. Design Eco. Due Date Party(ies) Vit. X 4 Launch the brand. To be Town Design firm, determined elected officials, town staff, event planners, tourism representatives, civic organizations, business and property owners, residents, media outlets 5 Utilize the brand in all future Ongoing Town, Town, downtown X economic development initiatives downtown business owners and promotional materials to businesses and property attract businesses, developers, owners, community and investors. 18
Tasks Action Timeline or Responsible Resources Needed Org. Promo. Design Eco. Due Date Party(ies) Vit. X 6 Obtain budgets from area sign 1/1/20 Town Town, sign companies for the fabrication and companies installation of wayfinding signs. 7 Produce and install wayfinding Ongoing Town Town, sign X signs as budget allows. company 19
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