MARKETING AN ECLECTIC AREA
The definition of Art: the quality, production, expression, or realm, according to aesthetic principles, of what is beautiful, appealing, or of more than ordinary significance.
Creating a "look" for an area can be quite challenging, especially when you a revitalizing that area. The main challenges are that many spaces are not only vacant but they are also in a state of disrepair. Other challenges are that there is a huge disconnect between the older businesses that have managed to survive in a declining area, and the new businesses that have decided to come and embrace the new vision of the revitalization project.
We initially started with an Arts & Culture District marketing vision. However during the first year of development we realized that the word culture did not really conjure up the overall feel that was organically developing during our project. Additionally we found that many locals and tourists alike were looking for sophisticated evening entertainment options. It was at this point in the project we decided to make the change to an Arts & Entertainment district.
During the second year of the project we had opened several retail draws to the street. Art Galleries, boutiques, bistros, chocolatiers, creperies and amazing fashion and home furnishing shops were the talk of the town. Quite frankly it is because of the creative business owners and their amazing talents that I realized that they were all artists. Infact the whole project, the stores, the street beautification, and the balance of building a community was an art in itself. Thus the "Art of" campaign started.
The Art of Accessorizing, The Art of Fashion, The Art of Dining, The Art of Gifting, The Art of Healthy Living, The Art of Chocolate, The Art of Beer Making. Of course the tag lines are unlimited. The beauty of this campaign is that it finally brought together an eclectic group, allowed different businesses to be grouped in areas they would not be associated with. The Cranberry Creek shop that has giftware now could be listed in the Art of Accessorizing because they carry jewelry. Associating Cranberry Creek with jewelry shopping is a powerful way of opening up the consumers preconception of a particular business. The campaign also included Audrey Hepburn and a photo that was part of the Breakfast at Tiffany's movie. Audrey of course is synonomous with quintessential class and elegance.
