DLP Marketing Meeting Minutues 11-10-2010
Downtown Lakeland Partnership, Inc.
Marketing Committee Meeting Agenda
MIDFLORIDA Tower, 7th Floor Conference Room
Wednesday, November 10, 2010
Attending: Julie Townsend, Carl Stutzman, Gregg Hooth, Ellen Simms, Michael Maguire, Kay Morgan, David Brandt, Gene Turchan, Erin Geiger, Sam Tyburski, Chuck Welch and Daniel Stetson
The meeting was called to order at 8:04 AM.
Introduction of new committee chairs:
Julie Townsend introduced the committee chairs that accepted positions after the last committee meeting:
Carl Stutzman – Marketing Committee
Michael Maguire – First Friday
Gregg Hooth – Goodie Bag Program
Erin Geiger – Downtown Dish
David Brandt has previously agreed to serve as the VIP Card chair, but resigned due to a potential conflict of interest with his primary business.
All committee chairs are invited to attend the next Board of Director’s meeting on Wednesday, November 17, 2010 in this same location at 8:00 AM.
Detroit Tigers/City of Lakeland 75th Anniversary Presentation:
Alice Badcock shared plans for the week long celebration of the 75th anniversary of the Detroit Tiger’s relationship with the City of Lakeland – February 22 through February 27, 2011. They are planning a “Last Friday Family Night” on Friday, February 25, 2011 from 6:00 pm until 10:00 pm in Downtown. This event will include a “Drive In Movie” in Munn Park featuring “Mr. Baseball” with Tom Selleck, who has been invited to the opening game on Sunday. The theme of the evening is 50”s family and they want to include roller skating and cars from that era. They would like for the DLP to partner with them in organizing this Friday night event and promoting it within the DLP to encourage shops and restaurants to stay open and participate. No outside food vendors will be invited unless there is not adequate response from Downtown restaurants.
On a motion from Erin Geiger, with a second from Gregg Hooth, the committee unanimously agreed to partner with the Detroit Tigers and the City of Lakeland on the “Last Friday Family Night” on February 25, 2011.
Events & Activities:
Holiday Walkabout, Tuesday, November 30th: The DLP has purchased materials for holiday related activities to be hosted by DLP members. We are looking for our non bricks & mortar members who usually set up in Munn Park to host these activities. To recoup some of the cost, activity wrist bands ($5.00 each) and individual tickets ($0.25 each) will be sold at locations within the three villages and in Munn Park. The Ledger is giving us a “post it” note on the front of the paper the day of the event.
First Friday: The committee reviewed the prototype canvas banner that is placed over the street barricades. Each banner costs $30 for materials, Michael Maguire is developing the design and David Collins (Paint Along Studio) is printing them. Twelve intersections have been identified for banners. The option of selling banner sponsorships to cover the $30 cost was discussed. The idea of banner sponsors will be further investigated to determine the market value of such advertising to First Friday sponsors and others.
Representatives from both North Kentucky and South Kentucky reported problems with people driving around or moving street barricades during the event. Julie will talk to the two individuals specifically identified as violating the barricades. Erin Geiger will investigate the possibility of having Lighthouse volunteers man the barricades during the events. They would act as ambassadors, passing out maps and providing information on alternative routes. These volunteers would be provided with a “Staff” lanyard and/or T-shirt as a means of identification. Vendors needing to access the barricades area would be given passes.
Julie and Michael Maguire will attend the November 18th Junior League meeting to discuss the possibility of hosting Christmas parade floats throughout Downtown on First Friday, the day after the parade.
The January First Friday theme centers on the Americom Rodeo. Some activity materials have been purchased.
Nick’s Mix, Wednesday, December 1: This event replaces the December general meeting and will be held at Hauger-Bunch Realty on South Kentucky starting at 5:30 pm.
Holiday Fest, Friday, December 10th: South Kentucky will host photos of your pets with Santa. Lighthouse Ministries will assist with that activity.
Breakfast With Santa, Saturday, December 18th: Hosted at Wakeman’s Parkview with food by Fresco’s, the fee for this event is $25 per person, which includes $10 in Downtown Dollars, breakfast and a photo with Santa. The potential for a kid oriented goodie bag was discussed. There will be two seatings of 50 each – 9:00 Am and 10:30 AM. Lighthouse Ministries will assist with the photos.
Advertising & Promotions:
The Downtown Dish: The next issue is out in late January, so all copy and ads must be completed two weeks prior. It is requested at the center map include phone numbers. The cover may feature the Detroit Tigers’ 75th anniversary.
Goodie bags: Gregg Hooth presented the development of this program by identifying various outlets and target markets; (1) Point of Entry – hotels, Tigers, Chamber, Outpost 27, airport, car rental agencies; (2) Events – Lakeland Center, Tigers, Lake Morton Historic Home Tour; and (3) Residential – First Friday, student orientation. The possibility of having a variety of levels of quality of bags available was discussed.
VIP Card 2011: Chair needed – Survey of both participating businesses and people holding the VIP card will be performed before year-end to determine if we’ll repeat it in 2011.
Webisodes: We have not developed a new webisode since the October First Friday, but are working on new material.
Downtown Dollars Holiday Promotion: A promotional giveaway of $20 Downtown for every $100 purchased was discussed. The cost to the DLP would be 95% of each of the $20 increment when redeemed. This promotion would get more Downtown Dollars circulating.
On a motion from Michael Maguire, with a second by Kay Morgan, the committee unanimously voted to present this Downtown Dollars promotion to the Board of Directors.
New Business:
Tabled – Marketing strategy “What is the product and message we are promoting?”
Fitz Galley on North Kentucky is closing in December.
Pumpernak’s is opening on Trader’s Alley
SugaRush on South Kentucky is closing sometime around year-end.
Meeting was adjourned at 9:35 AM
Respectfully submitted,
Kay Morgan
KM/ehs
