2013-2014 Accomplishments Report

MISSION - We lead and inspire
believers in Milwaukee to engage in
efforts that build Downtown as the
thriving, sustainable, innovative and
vibrant heart of the community.
achievements
VISION - Milwaukee Downtown
is an economic catalyst. Downtown
emerges as a premier destination of
choice. Milwaukee becomes a
renowned world-class region.
PRIORITIES • Downtown Economic Development
Leader: Reposition BID #21 as a
driver of economic prosperity of
Milwaukee’s Downtown.
business improvement district number 21
MILWAUKEE DOWNTOWN
• Take a leadership position on
catalytic projects, including the
Street Car, West Wisconsin
Initiative, new arena/convention
center, Park East Corridor and
technology/innovation incubator.
• Energy and vibrancy of downtown:
Harness the energy and vibrancy of
diverse downtown residents, young
professionals and other downtown
believers to position them for
leadership roles in the Downtown
community.
GOALS • Expand BID #21’s leadership
position in growing the economy
in Downtown Milwaukee.
• Be a catalyst for an effective,
feasible, affordable, accessible,
and connected transportation
and parking system.
• Continue and expand efforts
that make Downtown Milwaukee
a safe destination.
• Brand and consistently market
Downtown Milwaukee to targeted
constituencies.
• Harness the energy and vibrancy
of downtown residents, young
professionals and other downtown
believers to position them for
leadership roles in the Downtown
community.
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milwaukee downtown core services
CLEAN SWEEP AMBASSADORS
•
Maintained cleanliness of BID #21
sidewalks by sweeping, power washing, removing gum and scrubbing daily.
Collected 118,100 gallons of trash in
the process.
• Provided contracted day portering
services to The Brewery, Neighborhood Improvement District #1.
•
Continued weekly Super Block Cleaning
initiative, which included gumbusting,
power washing, machine scrubbing and
scouring reachable signage in hightraffic areas.
•
Installed electrical wiring and décor for
the Milwaukee Holiday Lights Festival.
This included stringing lights in trees,
placement of animated displays in Pere
Marquette Park and Zeidler Union
Square, plus the installment of 130 live
Christmas trees and a 50-ft. tree of lights
in Cathedral Square Park.
GRAFFITI
REMOVAL TEAM
• Coordinated setup and teardown
of signage, tents, games and tables for
Downtown Employee Appreciation Week.
LANDSCAPE CREW
•
Installed and maintained over 250
planters and 100 hanging baskets along
Wisconsin Avenue, the Milwaukee
RiverWalk and Old World Third Street.
•
Removed 1,454 graffiti tags within
24 hours of discovery – adding to
the cumulative total of 17,032
tags since 2000.
•
Since the program’s inception,
over 99% of graffiti tags have
been eliminated by the Public
Service Ambassadors for an
estimated savings of $316,113.92.
99%
• Rotated arrangements in spring, summer
and fall to ensure visual interest.
OF GRAFFITI
TAGS REMOVED
BY THE PSAs
.....................................
• Added new sculpture element to three
beds on Wisconsin Avenue as a
pilot project.
• Assisted in beautification of Milwaukee
RiverWalk area near Debra L. Usinger
Memorial.
PUBLIC SERVICE AMBASSADORS
• Over 289,000 brochures were placed
into the hands of visitors between September 2013 and August 2014.
• Staffed the Traveling Information Kiosk
and Bicycle Information Kiosk at dozens of downtown events.
• Since 2000, 9.2 million info packets
have been delivered to guests.
•
• Over 107,000 PR contacts were made,
bringing the grand total of visitor
interactions to over 3.8 million since
2000.
• Conducted 11,190 patrols of downtown
businesses, parking structures and
high-traffic pedestrian areas.
Staffed the Visitor & Newcomer Info
Center at 214 W. Wisconsin Ave. for
more than 2,300 hours between
September 2013 and August 2014.
• Purchased new branded umbrellas,
tent and tablecloths for events that
require outdoor postings with no shelter.
• Exploring options for a new traveling
information kiosk.
• Utilized Secure Trax devices to track
incidents and report activity.
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milwaukee downtown events
MILWAUKEE HOLIDAY LIGHTS FESTIVAL
The Milwaukee Holiday Lights Festival has helped to establish downtown Milwaukee as a premier Midwestern destination,
dazzling guests with new displays and an abundance of family-friendly events. Milwaukee Downtown is the lead coordinator
in procuring and installing décor, producing several events and marketing everything within its boundaries during the
six-week fest.
• Community Spirit Park – Coordinated the
transformation of Cathedral Square Park
into “Community Spirit Park” with 60 public
and private schools, and
over 2,260
students. Each of the schools selected a
theme and decorated one tree in the park.
Students were rewarded with free cookies
and hot cocoa, thanks to Madison Medical
Affiliates.
•
2,260
STUDENTS
60
SCHOOLS
..........................
Kick-Off Extravaganza – Organized the city’s largest switchflipping ceremony in Pere Marquette Park with over 6,000
guests. Families were treated to live music, dancing, ice
carving, a visit from Santa, a 10-minute fireworks show and
free Jingle Bus rides.
• Santa’s Mailbox – Collaborated with 99.1 The Mix on
personalizing and delivering 1,658 letters to boys and girls.
300
•Cocoa with the Clauses – Attracted
300 families for free outdoor fun
in Cathedral Square Park. Santa and
Mrs. Claus heard wish lists, while
holiday characters frolicked in the park.
FAMILIES
VISIT SANTA & Neighboring restaurants extended
MRS. CLAUS kid-friendly menus to lengthen the
stay of families.
.........................
•
Brochure – Downtown activities and businesses were bundled
into a 44-page Milwaukee Holiday Lights Festival brochure
and distributed throughout metro Milwaukee and the Fox
Valley region. 20,000 brochures were printed.
7,449
•
Jingle Bus – Narrated by the
Public Service
Ambassadors,
the 40-minute Jingle Bus tour
acquainted 7,449 passengers
JINGLE BUS RIDERS
in 63 hours with downtown
sights. Passengers boarded at
the Warming House in The Shops of Grand Avenue’s Center
Court, where awaiting riders were treated to free cookies and
hot cocoa compliments of Wild Flour Bakery. Kids also
received a holiday coloring book. Tours continue to be $1
per person thanks to the support of Coach USA, in addition
to a 2013 presenting sponsorship by T-Mobile Operated by
Wireless Vision LLC.
•
Holiday Ornament – Developed and marketed the 2013 U.S.
Bank Tower ornament. Thirteenth in the series, the collection
was available at www.milwaukeeholidaylights.com, Kloiber
Jewelers in the U.S. Bank Tower and through Okanjo. Nearly
200 editions of the 2013 ornament were sold. Previous years’
ornaments are sold at a premium. Proceeds are put toward
the following year’s festival.
..........................................
• Advertising – A multimedia ad campaign targeting residents
of southeastern Wisconsin and northern Illinois promoted
downtown Milwaukee as a destination for the holidays.
• Sponsorship Videos – Developed two sponsorship videos at
the conclusion of the fest to aid in recruitment efforts for 2014.
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milwaukee downtown events
DOWNTOWN DINING WEEK
Featuring three-course meals at 40 destination eateries, the June promotion
offered $12.50 lunches and $25 or $35 dinners. And although a slight bill increase
was introduced in 2014, it didn’t stop the masses from participating. Since the
event’s inception in 2006, Downtown Dining Week has attracted over 360,000
diners to downtown restaurants – many to experience a restaurant for the first
time. In 2014, an estimated 60,000 diners participated.
• Collected 1,636 online surveys. Participants’ ages were 18-24 (9%), 25-39 (43%), 40-64
(38%) and 65+ (10%). Most were two-party tables (55%) and the majority dines
downtown more than 10 times per year (63%).
• Scored great customer feedback with 87% of all diners indicating food, service and
environment were either “good” or “excellent.”
• Acquainted 56% of all diners with a new downtown restaurant.
• Utilized social media to generate 1.3 million social impressions using the hashtag #DowntownDiningMKE – 600,745 impressions on Twitter and 729,979 on Facebook.
• Coordinated a Hunger Task Force food drive at the Milwaukee Magazine kick-off party.
•
Between May 1 and June 13, 2014, the website had 94,962 sessions, 59,967 unique
visitors and 378,515 pageviews. Approximately 58.6% of all sessions were new visitors.
On kick-off day, the Downtown Dining Week site received 11,096 sessions. The
previous year, the site received 119,171 sessions, 1,083,006 pageviews and 69,020
unique visitors – approximately 53% of which were new. Contributing to the decline in
pageviews was the requested addition by consumers for one comprehensive menu
PDF. The file allowed users to peruse all menus in one click versus clicking on each
restaurant’s page.
M I L WA U K E E ’ S F AV O R I T E F E AS T !
JUNE 5 – 12 | 40 RESTAURANTS | THREE COURSES | LUNCH - $12.50 | DINNER - $25/$35
Get a flavor for downtown Milwaukee by sampling the city’s top steakhouses, bistros and ethnic eateries. For
eight days, you’ll enjoy three-course meals at $12.50 for lunch and $25 or $35 for dinner. Just pick your starter,
entrée and dessert from a list of preselected favorites, then enjoy your culinary tour of our world-class city.
After your meal, share your experience by completing a Downtown Dining Week survey online. Four diners will
be randomly drawn and awarded $500 in dining gift cards. Cya Downtown, Milwaukee!
MILWAUKEEDOWNTOWN.COM/DININGWEEK
|
414.220.4700
1,300,000
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SOCIAL
MEDIA IMPRESSIONS
..........................................................
DOWNTOWN EMPLOYEE APPRECIATION WEEK
This annual “spirit week” held at the end of July lured thousands of employees from
their cubicles into the parks and streets of downtown. The week of festivities includes
everything from free lunch and office challenge games to after-hours socials and
employee discounts. New this year, lunchtime activities rotated daily to reach
employees in various downtown neighborhoods. Milwaukee Downtown continues
to be the lead coordinator of the event to build camaraderie among downtown’s
81,000 employees while positioning the central business district as a great place to
conduct business.
• Between July 1 and August 2, 2014, the website received 71,828 pageviews,
compared to 53,105 in 2013. On the kick-off of Downtown Employee Appreciation
Week, the site had 3,838 sessions – 69.3% of which were new visitors.
• Hosted a free pancake breakfast on Monday in Red Arrow Park for 300 employees.
• Coordinated 1,000-item giveaways in Red Arrow Park, Pere Marquette Park,
Schlitz Park, Zeidler Union Square and Cathedral Square Park.
• Secured five in-kind sponsorships for daily food giveaways – Ian’s Pizza, Qdoba,
Starbucks, KEI and Jamba Juice for a cost savings of $4,500+.
• Renewed Beer Capitol Distributing Inc. for a $2,000 cash investment, and secured
Zipcar and Dental Associates as new daily sponsors.
• Worked with the American Cancer Society on a lunchtime Suits & Sneakers Day Walk.
• Secured over 218,419 impressions on Facebook.
• Distributed 1,500 Employee Appreciation Week T-shirts during employee giveaways.
• Assisted with #MeetMKE Day Challenge, hosted by OnMilwaukee.com and Refuge
Smoothie Cafe for Make-A-Wish Foundation.
• Facilitated a passport program to track employee participation in events – 413
passports with three or more completed activities were turned in, compared to
317 in 2013.
• Utilized event as a platform for launching the Downtown Game Show – a new
viral initiative.
• Hosted the “I Work Downtown” volleyball competition attracting over 200 competitors.
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Launched in 2013, the new
www.milwaukeedowntown.com
is the go-to source for information
on Milwaukee Downtown’s events,
directories and more.
•Implemented bi-weekly Hotlist email
campaign to educate subscribers on
downtown happenings and reward
consumers with a coupon/discount offer
to a downtown business – 16,140 active
subscribers and a 23.6% open rate.
• Activated sortable business directory
for dining, nightlife and shopping.
•Deployed monthly e-Ripple Effect
newsletter to deliver timely news,
information on events and ways
businesses and organizations can become
involved – 2,870 active subscribers and a
33% open rate.
•
Produced two seasonal Ripple Effect
magazines to keep downtown stakeholders
in the loop and acclimate external
audiences with the organization, as well
as downtown as a whole.
•
Interfaced with other Milwaukee
agencies, companies, social groups and
organizations such as East Town
Association, Westown Association, Historic
Third Ward Association, ArtSpin,
NEWaukee, WAM DC, Downtown
Neighbors Association and VISIT
Milwaukee to ensure the marketing of
downtown is integrated and leveraged
through partner resources.
• Captured and uploaded photos of all
downtown storefronts to accompany
business listings.
• Began business spotlight of the
month column.
• Began hosting seasonal itineraries
for families, young professionals and
boomers.
16,140
ACTIVE
SUBSCRIBERS
.............................................
SOCIAL MEDIA
WEBSITE
In an era of greater transparency and authenticity, social media is rapidly
delivering a new standard of interacting and communicating across the globe.
Facebook now has over 1.3 billion users, and Twitter over 645 million users.
Both platforms have helped to brand and consistently market downtown
Milwaukee to targeted constituencies.
56.4%
• Increased Facebook fans to 20,900 –
a 56.4% growth.
• Increased Twitter followers to 18,300 –
FAN GROWTH
a 91.5% growth.
....................................................
• Grew followers on organization’s Pinterest (513 users, 33.2% growth) and
Instagram (1,106 users, 178.6% growth) pages.
milwaukee downtown marketing
COMMUNICATION TOOLS
• Between September 1, 2013 and
August 24, 2014, the site received
217,104 visits and 722,194
pageviews, compared to 234,599
sessions and 1.3 million pageviews
the previous year. The decline in
pageviews is attributed to the loss
in pageviews during Downtown
Dining Week with the addition of
one PDF for all restaurant menus.
Removing Dining Week traffic,
visits to the site grew by 5.8%.
• Notable peaks included 3,043 visits
on the 2013 Milwaukee Holiday
Lights Festival Kick-Off Extravaganza,
1,467 visits on New Year’s Eve,
close to 12,000 visits on the first day
of Downtown Dining Week, over
6,000 visits on the final days of
Downtown Dining Week and 3,383
visits on the first day of Downtown
Employee Appreciation Week.
• On average, visitors are spending
about two minutes and thirty
seconds on the site, 41.6% are
accessing with a mobile device or
tablet, and 24.4% were direct
visitors.
Social marketing is a critical tool for Milwaukee Downtown for the following reasons:
• Increases exposure that downtown is a
clean, safe and friendly environment.
• Promotes downtown as a vibrant community
to live, learn, work and play.
91.5%
FOLLOWER GROWTH
......................................................
• Increases brand recognition and awareness of programming funded by Milwaukee
Downtown.
• Develops loyal downtown advocates to help tell the downtown story to their
networks.
• Improves search rankings for SEO (search engine optimization).
• Has the potential to significantly reduce advertising expenses for special events.
178.6%
• Increases traffic to updated website.
• Generates partnership leads for special
events.
FOLLOWER GROWTH
......................................................
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milwaukee downtown retail & marketing
PUBLIC RELATIONS
BRANDING
Milwaukee Downtown relies on a
year-round public relations strategy
to increase awareness of its many
projects and programs. From
September 2013 through August
2014, the organization secured over
$809,775.26 in media coverage.
$442,100
• Milwaukee Holiday Lights Festival $360,721.50
VALUE-ADDED
MULTIMEDIA
CAMPAIGN
..........................................
Going out isn’t the same as going out downtown.
• Milwaukee Trolley Loop - $50,613.26
www.milwaukeedowntown.com
• Downtown Dining Week $180,630.64
• Cya Downtown campaign received International Downtown Association award for
best marketing practices at September 2013 World Conference in New York.
• Downtown Employee Appreciation
Week - $146,914.86
•Relaunched Cya Downtown campaign in June 2014.
• Miscellaneous - $70,895
$809,775
IN MEDIA COVERAGE
................................................
WELCOME BAGS
•
Coordinated and delivered 200
welcome bags to Reader’s Digest at
Schlitz Park and 60 welcome bags to
Dental Associates at their new office
in the Iron Block Building.
• Through savvy media negotiations and added-value promotions, achieved a
$442,100
multimedia campaign.
• Continued to run seven print ads highlighting downtown’s restaurateurs,
arts/entertainment operators, developers, young professionals and CEOs, as well
as dining and nightlife. The series was placed in The Business Journal, Milwaukee Magazine, M Magazine, Milwaukee Journal Sentinel and Key Magazine from
May through September 2014.
• Initiated a new partnership with the Milwaukee Brewers in which Cya Downtown
was seen throughout stadium signage July 25 – 27. PSAs also staffed a table on
the concourse on July 27.
• Coordinated three flights where an airplane towed a Cya Downtown banner –
July 3 (Lakefront), July 26 (Miller Park) and August 3 (State Fair).
• Produced 1,500 orange sunglasses logoed with Cya Downtown for giveaway purposes.
• Re-aired four TV spots (:60, :30, :15 and :10) utilizing the “Downtown” sound bed
from late June until September on WTMJ-TV 4, WITI-TV 6, WISN-TV 12, WDJT-TV 58, WMLW-TV 49,
GDJT-TV 49.3, Time Warner Cable and Fox Sports Wisconsin.
• Secured over 900,000 impressions through outdoor posters.
•
Re-aired five :30 radio spots utilizing Peaches’ “Downtown” track along with reasons
why Milwaukeeans love downtown. The spots ran on 103.7 WXSS, 99.1 WMYX,
AM1250 WSSP, 100.7 WKKV, 106.1 WMIL, 95.7 WRIT, 98.3 WJMR, 96.5 WKLH,
106.9 WNRG, AM620 WTMJ and 94.5 WLWK from late July until early September.
• Revamped Visitor & Newcomer Information Center with Cya Downtown
branded signage.
900,000
OUTDOOR
IMPRESSIONS
..........................................
MOUNTED HORSE PATROL
• Served in advocacy role for
Milwaukee Police Department’s
Community Equestrian Center.
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• Facilitated the creation of a
capital campaign steering committee.
RETAIL/FASHION
INCUBATOR
•Exploration of a shared-space
fashion incubator at Broadway
and Michigan. Working with two
entrepreneurs to facilitate focus
groups and community dialogue.
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•
Partnered with Greater Milwaukee
Association of REALTORS® on 2nd
annual Downtown Diggs condo open
house. Event was held on first Saturday
in August.
• More than two dozen condos were
open for viewing.
• Leveraged existing resources to help
get the word out to stakeholders.
• PSAs staffed info booth in Cathedral
Square Park to assist prospective
dwellers and distribute passports.
•
Met with Milwaukee County Transit
System to explore branding existing
routes as art, cultural and
entertainment connectors.
•
Dispersed information relative to
794 ramp/street closures through the
Collaborative Email Exchange and
Ripple Effect, as well as through
social media channels.
•
Communications leader on MetroGO!
board of directors – a nonprofit
group working to connect people,
fuel a strong and resilient economy,
and build vibrant, healthy
communities of opportunity in the
SE Wisconsin metropolis.
ECONOMIC DEVELOPMENT
BID #21 is working as an integral partner in downtown
business and real estate, supporting projects and
investments by stakeholders and potential stakeholders.
• Advocated for the City of Milwaukee to approve TIF
financing for The Bon-Ton Stores Inc. headquarters and
its downtown Boston Store.
milwaukee downtown parking & transportation
TRANSPORTATION
DOWNTOWN DIGGS
• Began preliminary framework for natural site selector
tactical plan.
• Established training guidelines and protocol for Economic
Development committee members and volunteers to
conduct CEO interviews. Prepared to launch in Fall 2014.
MILWAUKEE
TROLLEY LOOP
• Participant on the Regional Cultural and Entertainment
Task Force.
milwaukee downtown economic development
• Worked with City of Milwaukee and Mayor Barrett’s office
to bring Rob Walsh, former New York City Commissioner
of Small Business Services, to Milwaukee.
•
Advocated on behalf of WAM DC, LLC (Wisconsin
Avenue Milwaukee Development Corporation). Created
public relations strategy and pictorial timeline for vacant
windows along the Avenue.
• Updated Downtown Investment Map. Over $3 billion in
public and private investment has been completed from
2005 – 2014 or is currently underway.
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• Continued to lead funding for
summer trolley service operated by
Transit Express.
•Offered a $1 per trip fare and 30-stop
“Hop ‘n Shop, Wine ‘n Dine” route,
Thursdays – Saturdays, June 5 –
September 6, 2014, from 11 a.m.
to 9 p.m.
•
Ridership remained strong with
9,654 passengers for its 420 hours
of operation. Last year, it operated
450 hours and serviced 11,652 riders.
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2014 MILWAUKEE DOWNTOWN
BOARD OF DIRECTORS
Beth Weirick
CEO
Michelle Setzer
Executive Assistant
Joseph G. Ullrich
Chair
US Bank Corporate Real Estate
Kevin Kennedy
Vice-Chair
Northwestern Mutual
Joseph T. Weirick
Secretary
RAIT Commercial
Tammy Babisch
Assistant Secretary
Reit Management and Research
Kevin Behl
Treasurer
Madison Medical Affiliates
business improvement district number 21
MILWAUKEE DOWNTOWN
Thomas G. Bernacchi
Immediate Past Chair
Towne Realty, Inc.
John Creighton
Johnson Controls Global
WorkPlace Solutions
Katie Falvey
The Marcus Corporation
John Grunau
Schlitz Park and The Brewery Works, Inc.
William E. Halper
Riverview Realty Management
Wisconsin, LLC
David Hughes
We Energies
James Hummert
Hotel Metro
George Meyer
Kahler Slater
Phyllis M. Resop
Pentagon Property Management
Paul E. Ruby
Bon-Ton Stores, Inc.
Kurt Thomas
MGIC
Scott Welsh
Colliers International/Wisconsin
achievements
600 EAST WELLS STREET l MILWAUKEE, WISCONSIN 53202
MilwaukeeDowntown.com l 414.220.4700
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Daniel T. Keegan
Ex-Officio Member
Milwaukee Art Museum
Paul Upchurch
Ex-Officio Member
VISIT Milwaukee
Gary P. Grunau
Emeritus
Grucon Group, LLC
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