CHASKA DOWNTOWN SPECIAL SERVICE DISTRICT 2015 ANNUAL REPORT

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1 CHASKA DOWNTOWN SPECIAL SERVICE DISTRICT 2015 ANNUAL REPORT Chaska Downtown Special Service District c/o Chaska Downtown Business Alliance PO Box 311 Chaska, MN

2 March 1, 2016 Dear Downtown Stakeholder, In creating the Chaska Downtown Special Service District in 2014, our goals were four fold: 1. Organize and support local events (large and small) that draw customers to our downtown business district; 2. Help market and promote the downtown business district and its local businesses through a new website, social media, press coverage, and resident/visitor guides and maps. 3. Better manage the customer experience when patrons are in the downtown business district through directional signage and way finding and sidewalk amenities. 4. Foster better communication among business and property owners to stay abreast of what s happening in the community. With the conclusion of 2015, we are proud to say that we successfully completed our first year of services and believe we have built a strong foundation for downtown s future success. We are pleased to present to you this 2015 annual report for the Chaska Downtown Special Service District which summarizes the success of our inaugural year in business. Looking to 2016, downtown leaders are preparing for the many exciting opportunities for growth of our downtown business district including the exposure that our downtown will garner during the Ryder Cup, the overwhelming early success of the Chaska Curling Center, the completion of Fireman s Park, and the potential redevelopment of an entire downtown block. We look forward to building to appreciate your continued support and involvement. Sincerely, The Chaska Downtown Alliance Board of Directors Dan Keyport Dolce Vita Wine Shop and Commercial Property Owner Les Dahlberg Wally's Sports & Clothing Rick Ford Community Insurance Advisors and Commercial Property Owner Kevin Norby Norby & Associates Landscape Architects and Commercial Property Owner Wyn Ray Coldwell Banker Burnet Realty Steve Ritz Fitness First of MN Dave Thompson Commercial Property Owner 2

3 ACCOMPLISHMENTS Promotional Events Hometown Holiday Hometown Holiday was a retail focused event held the first Saturday in December. The event scope included a variety of free activities to draw more attention and greater attendance to downtown, including: The city sponsored tree lighting ceremony in City Square Park Free horse drawn carriage rides A drawing for gift certificates with participating retailers donating enough gift cards to be able to offer prizes of $300, $225 and $150 Remarks by local officials Choral performances Free cookies and hot cocoa A candy cane hunt for children A photo opportunity with Santa The event was well attended and enjoyed its greatest participation yet with 27 retailers and free activities at seven different locations. Promotion for the event included: Newspaper article in Chaska Herald Chaska Herald Ad (delivered to 6,800) Facebook campaign Promotional Website promotion 3,000 print flyers 50 print posters Lawn signs throughout Chaska 3

4 Walk The Sidewalk Sale The River City Days Sidewalk Sale was a retail focused event that ran concurrently with the Chaska River City Days festival over the last weekend in July (July 24, 25, & 26, 2015). The goal of the Sidewalk Sale was to draw festival attendees into the retail businesses in downtown Chaska to generate sales revenue and increase exposure for the retailers. More than 20 downtown businesses and organizations participated. A drawing for gift certificate prizes with participating retailers donating a combined total of approximately $800. Promotion for the event included: Newspaper article in Chaska Herald Chaska Herald Ad (delivered to 6,800) Facebook campaign (18,000+ impressions) Promotional Website promotion (1,900+ pageviews) 2,500 print flyers 50 print posters Lawn signs throughout Chaska 4

5 Marketing and Promotions of Businesses New DowntownChaska.com Website After successfully negotiating the purchase of the DowntownChaska.com domain name, a brand website was developed to promote the downtown area. In just its first eight months, the new website has attracted more than 20,000 page views. Key features of the new website include a comprehensive directory of every business in downtown including: The name, address, and telephone number of every business within the District An individual Google map for each business with their location pinned to help direct site visitors to the business A description and hours for each business A featured photo of each business Direct links to the website and social media pages for the business In addition, the site features: An events calendar of what s coming up in downtown. Information about the Chaska Downtown Business Alliance and the Chaska Downtown Special Service District. A design that has been optimized for desktops, tablets and mobile devices, including highresolution screen displays. 5

6 Social Media Promotion To help further promote downtown and downtown businesses, a new Facebook page was launched. Posts from downtown businesses, the City of Chaska, and the Chaska Herald are regularly shared with the page s followers. The page attracted 1,350 followers and reached over 100,000 people through the end of District Communications A first ever Downtown Business Survey was conducted to gather feedback from business and property owners. More than 20% of business owners responded, which is a very high response rate. Key findings of the survey: Chaska residents and employees were the highest priority target markets. Most desired promotional strategies were a new website and social media activities promoting downtown. Nearly 6 out 10 business owners said the District should focus on events that DRIVE TRAFFIC into businesses and not events that just draw people to downtown. Professional networking and direct mail were the top offline marketing strategies for businesses. Facebook and search engine optimization were the top online marketing strategies for businesses. 6

7 YEAR END FINANCIAL REPORT BUDGET ACTUAL NOTES SOURCES (REVENUE) 1. SSD Service Charges (service charges assessed to commercial properties) $40,000 $40,000 SSD service charges. 2. Other / In Kind (sponsorships and other non service charge contributions) $4,000 $700 $44,000 $40,700 Event sponsorship revenue. USES (EXPENDITURES) 1. Marketing and Promotions of Businesses $17,000 $7,013 Website development; ongoing website updates; social media marketing; and program coordination. 2. Promotional Events $5,100 $14,812 River City Days Sidewalk Sale event; Hometown Holiday event; and program coordination. 3. District Operations and Communications $9,000 $6,087 Downtown business and property owner survey; ratepayer database development and maintenance; and program coordination. 4. Administration $8,900 $12,089 District administrative services; and insurance. 5. Contingency $4,000 $0 No contingency required. $44,000 $40,000 NET INCOME $0 $700 Surplus proposed to be rolled over to 2016 operating budget. 7

8 2015 DOWNTOWN CHASKA SPECIAL SERVICE DISTRICT 8

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