With the end of
the year getting closer, representatives from the Business
Improvement District are formulating ideas for how they want to
allocate money to promote downtown West Bend.
Members from the
Improvement District are seeking additional information following
their Oct. 3 meeting when Jeanne Renick from the Diva Group asked
for their thoughts regarding future advertising activities to
promote downtown businesses.
“I think it
should go wherever it is going to generate the most amount of
revenue and traffic for the retailers and what is going on in the
downtown,” President Mike Husar said responding to Renick’s inquiry.
“That is my opinion of it. At the end of the day, I think we want to
see thriving businesses down there.”
presentation began with an overview of the 2017 advertising
activities by the Diva Group using $11,500 allocated to them by the
Improvement District. A majority of the money, about $6,500, was
spent on general advertising that included segments on WTMJ4
throughout the year. There was another $2,000 for two Morning Blend
segments and print advertisements in several magazines, including
Visit Washington County Guide.
amount was used to promote the Diva Group. About $2,000 was used
Events such as the Spring Bling and Fall Diva. Another $1,000 was
used for general marketing.
This is the
second year that board members providing funding to the Diva Group
to promote the downtown. During 2016, Diva members were given $5,000
for many of the same activities, such as Morning Blend segments,
marketing events and general advertising.
petitioned for additional dollars for this year to expand their
“Can you give us
any numbers in particular that say what the Diva nights, as far as
how much revenue is brought in from those particular nights?” Board
Member Peggy Fisher asked.
businesses who may have benefitted from the event may not want to
disclose their revenues during the event because they are privately
owned, but estimated the sales and customer traffic are higher than
times without the events.
“Going back to
Peggy’s question, I don’t think we want specifics, but is there any
way to get a range, when they do these Diva nights, what the uptick
is on traffic count and revenue that is coming in?” Husar asked. “Is
it roughly 100,000? Is it 50,000? I think it would be interesting to
see what is happening with those and where our money is going.”
requested feedback from retailers regarding the television
commercials, suggesting Renick send a survey to gauge the sentiments
of business owners.
The numbers are
important to determine the effectiveness of the activities and the
efficiency of the dollars spent because some are wondering if it is
worth the money.
“When I watched
the people that came in, I didn’t think there were that many people
that came,” board member Herb Tennies said referring to the Diva
event. “They were carrying some bags downtown and there was a puzzle
on their face like, ‘what is next? What do we do?’” He suggested an
activity at a prominent location such as Old Settler’s Park as an
anchor for the event.
suggestion was that both Diva Group members and those from the
Improvement District create a marketing plan that outlines how the
advertising dollars will be spent.