First Friday – History & Mission
Downtown Lakeland Partnership, Inc.
First Friday – History & Mission
First Friday was started in the summer of 2004 by a small group of Downtown merchants (John Hutto – Smoothie King, Linda Brient-Gift Basket Boutique, and Julie Townsend-Ledger) independent of the Downtown Lakeland Partnership. Initial funding came from amounts donated by merchants who felt they benefited from increased foot traffic from having entertainment and activities along Kentucky Avenue during the evening hours of the first Friday of each month.
The DLP adopted First Friday in October 2004. Two years later, the LDDA started funding $12,000 a year towards First Friday.
The original purpose of First Friday was to increase foot traffic in Downtown during the extended hours. The DLP committed to providing marketing (advertising) and paid entertainment. Participating merchants were expected to drive the traffic in their doors with sales, specials and/or activities.
When retail venues in Downtown began to decline, the DLP decided to initiate “themes” for each First Friday as a way of increasing/maintaining interest in the event. When an event called for street closures, which was not every month, the DLP picked up the cost. On occasion, when a theme called for additional activities or Downtown Dollar giveaways, the DLP picked up the cost or sought sponsors to cover the cost.
In the years since its inception, First Friday has grown in popularity and complexity. Public expectation requires a minimum level of activity and entertainment creating this complexity and increasing the cost. The DLP has not increased membership dues, nor has the LDDA increased their investment in the event to cover the increased expenses.
The current level of commitment by the DLP includes:
- Paying for street closures and other City charges;
- Paying for and managing a core-level of entertainment and activities;
- Paying for and managing advertising, including radio, Ledger, direct mail (Sophisticated Buyer), e-blasts, website, etc.
- Managing member participation in Munn Park (members without brick & mortar presence in Downtown);
- Assisting in seeking sponsors and partners for theme-related activities, as needed.
Members and participating businesses in Downtown are expected to:
- Manage the street closures in their immediate area, including parking cones and barricades before and after the event, as needed;
- Provide theme-related activities or develop relationships with others to provide theme-related activities in their immediate store area;
- Develop in-store activities or specials to convert First Friday visitors to individual store visitors.
