Small businesses must aggressively protect and promote their markets. And that's no small task. According to the Small Business Administration (SBA), there are now more than 36,000 shopping centers in the United States compared to 22,000 in 1980. The malls encompass 4.2 billion square feet of space, or 17 feet for every American.
The City of Carlsbad is challenged to increase the revitalization and growth of a vibrant downtown full of unique small businesses and it will turn straight to the source, the residents and visitors who spend money with local merchants and service providers, for answers.
Debbie Fountain, housing and redevelopment director for the City of Carlsbad, says the City will fund a cutting edge study by the Community Land Use and Economics (CLUE) Group. The CLUE Group is run by firm president Kennedy Lawson Smith, who is considered one of the nation's foremost experts on commercial district revitalization and development, independent main street businesses and economically sound community development.
The CLUE Group helps civic leaders, organizations, business owners and developers put together retail development strategies. Smith favors cultivating locally owned businesses and strengthening development programs and policies to improve Main Street-type downtown revitalization efforts like the one in Carlsbad.
Fountain says Smith will create a downtown business development plan based on her findings. "We went with her (Smith) because of her experience and recognition at the national level for this kind of expertise," said Fountain.
Ironically, malls are spending millions of dollars in an attempt to recreate the feel of a traditional downtown Main Street like the Carlsbad Village area. “Downtowns are the most public places in a community, the symbolic heart where the community comes together to celebrate, relax, and experience a sense of belonging and civic identity," wrote Smith in her proposal for the City of Carlsbad.
The City of Carlsbad's 2004 Public Opinion Survey found that residents had a positive vision of the Village. Most agreed the Village is a unique part of the city and a valuable tourist destination. Some 68 percent of residents say they visit the Village at least once a month. Residents said the most common reason for visiting the Village was for dining, shopping or personal services.
Fountain says Smith and her team will talk to everyone invested in downtown business, from the property owners and business proprietors to the tourists and citizens who patronize the businesses. "They'll ask business people, 'What kind of business are you running? What are you hearing from your customers?' They'll observe pedestrian traffic, and talk to people visiting downtown about their shopping and spending habits," said Fountain.
Survey research will take place in July and August to capture the largest possible population of tourists and residents visiting downtown. Fountain says the CLUE Group may train a local team of volunteers from the Carlsbad Village Business Association (CVBA) or Carlsbad Chamber of Commerce to help conduct the surveys, which also reduces project costs. "They'll get to hear this information firsthand," explained Fountain.
Once the information is gathered, Smith and her team will create a business development plan. Fountain says recommendations will include suggestions for adding new types of business services and products consumers want that aren't currently offered in the village area, or expanding small businesses in order to meet a greater demand. The CLUE Group will develop marketing and promotional strategies based on the outcome of the report.
Fountain says the key to the whole project is support from all parties involved: business owners, property owners, the CVBA, the Chamber and the Carlsbad Convention and Visitors Bureau. "It won't be a success unless we get everyone involved, not just the redevelopment agency," said Fountain. "Property owners need to help recruit businesses consumers want. We need to support business owners who are willing to expand but may need help finding bigger space, or some marketing expertise."
Fountain says the information from the CLUE Group will be freely available, and Smith and her experts will help guide business and property owners in applying the information to create economic success for their ventures and for the entire Carlsbad Village downtown area.
The entire project is expected to take up to a year to be completed. The cost is approximately $95,000.
The City of Carlsbad is challenged to increase the revitalization and growth of a vibrant downtown full of unique small businesses and it will turn straight to the source, the residents and visitors who spend money with local merchants and service providers, for answers.
Debbie Fountain, housing and redevelopment director for the City of Carlsbad, says the City will fund a cutting edge study by the Community Land Use and Economics (CLUE) Group. The CLUE Group is run by firm president Kennedy Lawson Smith, who is considered one of the nation's foremost experts on commercial district revitalization and development, independent main street businesses and economically sound community development.
The CLUE Group helps civic leaders, organizations, business owners and developers put together retail development strategies. Smith favors cultivating locally owned businesses and strengthening development programs and policies to improve Main Street-type downtown revitalization efforts like the one in Carlsbad.
Fountain says Smith will create a downtown business development plan based on her findings. "We went with her (Smith) because of her experience and recognition at the national level for this kind of expertise," said Fountain.
Ironically, malls are spending millions of dollars in an attempt to recreate the feel of a traditional downtown Main Street like the Carlsbad Village area. “Downtowns are the most public places in a community, the symbolic heart where the community comes together to celebrate, relax, and experience a sense of belonging and civic identity," wrote Smith in her proposal for the City of Carlsbad.
The City of Carlsbad's 2004 Public Opinion Survey found that residents had a positive vision of the Village. Most agreed the Village is a unique part of the city and a valuable tourist destination. Some 68 percent of residents say they visit the Village at least once a month. Residents said the most common reason for visiting the Village was for dining, shopping or personal services.
Fountain says Smith and her team will talk to everyone invested in downtown business, from the property owners and business proprietors to the tourists and citizens who patronize the businesses. "They'll ask business people, 'What kind of business are you running? What are you hearing from your customers?' They'll observe pedestrian traffic, and talk to people visiting downtown about their shopping and spending habits," said Fountain.
Survey research will take place in July and August to capture the largest possible population of tourists and residents visiting downtown. Fountain says the CLUE Group may train a local team of volunteers from the Carlsbad Village Business Association (CVBA) or Carlsbad Chamber of Commerce to help conduct the surveys, which also reduces project costs. "They'll get to hear this information firsthand," explained Fountain.
Once the information is gathered, Smith and her team will create a business development plan. Fountain says recommendations will include suggestions for adding new types of business services and products consumers want that aren't currently offered in the village area, or expanding small businesses in order to meet a greater demand. The CLUE Group will develop marketing and promotional strategies based on the outcome of the report.
Fountain says the key to the whole project is support from all parties involved: business owners, property owners, the CVBA, the Chamber and the Carlsbad Convention and Visitors Bureau. "It won't be a success unless we get everyone involved, not just the redevelopment agency," said Fountain. "Property owners need to help recruit businesses consumers want. We need to support business owners who are willing to expand but may need help finding bigger space, or some marketing expertise."
Fountain says the information from the CLUE Group will be freely available, and Smith and her experts will help guide business and property owners in applying the information to create economic success for their ventures and for the entire Carlsbad Village downtown area.
The entire project is expected to take up to a year to be completed. The cost is approximately $95,000.