4. Mainstreet Promotion PlanPlanning & Economic
Development
MEMORANDUM
TO: Mayor and City Councilmembers
Mike Mornson, City Manager
FROM: Meg Beekman, Community Development Coordinator
DATE: March 10, 2015
SUBJECT: Mainstreet Promotion Plan
Background
This summer through the fall the City will be undertaking a reconstruction of Mainstreet. The
project will be done in phases and will upset the access and availability of on -street parking to
local businesses. In light of this, the HBCA and the Marketing Committee have teamed up with
City Staff to put together a marking and promotion plan that will provide resources to local
businesses and promote shopping in Downtown Hopkins during the construction time frame.
The Plan
We are putting together packets that will go out to every business on Mainstreet and along Shady
Oak Road with information and tools to assist during the construction. The City has created a
construction logo that will be on all communication materials and will also be used by Bolton &
Menk to help brand the project. Furthermore, the packet will include information on how to
utilize Open to Business to create a business cash flow projection based on possible business
downturn scenarios. This will help businesses prepare for reduced sales during the construction.
The packet will also include contact information for the Bolton & Menk project manager, tips on
how to broaden their marketing efforts, an attractive map to help businesses communicate with
their customers about detours, and fun buttons to provide to employees to build on our sense of
community. HBCA is also looking into hosting weekly or bi-weekly happy hours events that
would rotate to different businesses and be an opportunity for Mainstreet business owners to get
together, support one another, and keep their spirits up during construction.
In order to support businesses in the core of downtown whose front doors will be inaccessible,
creating a need for customers to use rear entrances, staff is working on a possible grant program
to support signage and beautification efforts for those rear access areas. Staff will provide more
information about this concept at the work session.
Beyond resources for local businesses, the City is working with CityCenter to develop a
promotional event that would encourage people to shop in Downtown Hopkins and along Shady
Oak Road. People would be encouraged to download the mobile app and use it to take a photo of
themselves shopping at a Downtown or Shady Oak Road business or of a receipt from one of
these businesses; the photo would them be sent to city staff via the mobile app with the
participant's contact information. We would then host weekly drawings, handing out $25 gift
certificates that would them be able to be spent at participating businesses in the construction
area, thus encouraging repeat shopping. The tagline is: Shop, Enter, Win, Repeat! We intend to
market this event through multiple avenues.
The City also envisions the city -owned parklet can be a resource for businesses. When the road
is not under construction in front of a particular business, they could sign up to "host" the
parklet, creating an interesting and eye catching outdoor space in front of their business.
The business packets will be going out around the end of March. We intend to hand deliver these
packets and are putting together a team, which would include HBCA board members to assist
with the dissemination of information. If you are interested in participating by helping to deliver
packets please let me know.
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