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Outlining the successes and challenges of DECA's pop-up project to date, including a look at similar projects around the world, and workshop-type activities to best determine a plan for the next phase of the project.
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The Pop Up Shop Project
OBJECTIVES TONIGHT:
1. Meet others interested in revitalizing Danforth East
2. Become familiar with the pop-up shop project
Successes
Challenges
3. Learn about pop-up project models around the world
4. Plan the next phase of this project on Danforth East
https://maps.google.com/maps/ms?hl=en&ie=UTF8&oe=UTF8&msa=0&msid=211700939466387736010.0004d8c1cd5154d2e2261
OBJECTIVE:
To increase foot traffic on the Danforth from Main to Monarch Park.
APPROACH:
Fill empty storefronts with vibrant, inviting and sought-after businesses.
STEP 1: IDENTIFY EMPTY STOREFRONTS AND ENCOURAGE LANDLORDS AND REAL ESTATE AGENTS TO PARTICIPATE
STEP 2: DETERMINE HOW MUCH WORK NEEDS TO BE DONE TO PREPARE THE SPACE FOR A POP-UP
STEP 3: CLEAN UP, REPAIR AND PAINT THE SPACE
STEP 4: INVITE VIBRANT SHOPS TO POP INTO THE SPACE FOR A SHORT-TERM
STEP 5: PROMOTE THE SHOPS AND THE EMPTY SPACES THROUGH A WIDE RANGE OF MEDIA
POP-UP SUCCESSES7 storefronts revitalized
17 pop-up shops hosted
2 storefronts rented long-term
3 real estate agents and 4 landlords involved
MORE POP-UP SUCCESSES
3 tenants looking to secure permanent storefronts in the area
83% of neighbouring storefronts say the pop-ups increase their foot traffic
6+ new businesses opened on the strip
124 applicants to participate as tenants
MORE POP-UP SUCCESSES
75 local volunteers participating
14 mass media stories
4 BIA’s asking about using DECA’s model
MORE POP-UP SUCCESSES
1 formalized partnership with WoodGreenCommunity Services
1 confirmed grant to support the project from the Metcalf Foundation
POP-UP CHALLENGES/ LESSONS LEARNED
• South side versus north side
• Tenants need start-up capital
• Cross-marketing is the key to success
• Powerful window displays integral
• 1 tenant: 1 storefront
• 1 month is too short for businesses who are seriously testing the market
BIG LEARNING:
High # of pop-up shops
More media
attention
High foot traffic
More long-term
rentals
Fewer empty
storefronts
THE VISION: Create a Pop-up Bonanza
WHAT: 8-15 pop-up shops at once
WHEN: launch in June 2013
WHY: make Danforth East a destination
6 month rolling leases Tenants cover utilitiesTenants stay rent-free until a long-term renter is found
THE MODELS
6 month rolling leases Tenants cover utilitiesEach month, tenants increase their
rental payments by increments until they are paying full rent
Tenants apply for 2 week to 1 month pop-ups
Each tenant pays $250 per 2 weeks – 1 month to contribute
to rent and utilities
Landlords give their spaces until a long-term renter arrives
BIG QUESTIONS:
1. What are the pro’s and con’s of each model?
Consider pro’s and con’s for: Landlords Tenants Neighbouring shops Community Implementers
2. What model do we want to use?
– The pros and cons of each model were discussed as a group
MAKE YOUR VOTE COUNT
Activity: Dot-mocracy• Everyone present at the
meeting received 5 dots to vote for their preferred model
• The results would determine the model for the next phase of DECA’s pop-up plan
And the winner is…
Create a splash
Recruit tenants
Prepare spaces
Recruit landlords
NOW THAT THE MODEL IS SELECTED…..
GROUP 1: How do we recruit a critical mass of landlords/real estate agents? What are the benefits we can sell to them?
GROUP 2: What are the ideal kinds of tenants we want/need? How do we best recruit them?
GROUP 3: What event(s) can we host to create a big splash? How do we attract the most attention to the launch of this pop-up bonanza?
GROUP 1: RECRUITING LANDLORDS and/or REAL ESTATE AGENTS:INTRO:
• Explain our process of recruiting landlords/real estate agents to date
• Describe a few of the successes and challenges faced
ASK:
• What will it take to convince real estate agents and landlords to participate?
• How can we make them an offer they can’t refuse?
• What are the benefits of this project to landlords/real estate agents?
• What should we include in a package to help convince them?
• Who in our group has the power to convince them? Who wants to?
PROPS:
Walk people past all of the empty storefront photos to give them an idea of the spaces that need to be filled.
GROUP 2: RECRUITING TENANTS:
EXPLAIN: • Our process for recruiting tenants to date (where did we advertise, what did
the application include, what did the interview process include)• Explain a few of the successes and challenges faced with this process.
ASK:• Who are the tenants we want to attract?• How/Where should we advertise?• How should we change our application process to recruit the best tenants?• What should our interview process include?
PROPS:• Photos of pop-up shops from around the world• Application form for DECA pop-up shops• Application forms for other pop-up projects around the world
GROUP 3: BIG SPLASH EVENTS:EXPLAIN: • Some of the community-wide events that already take place here (Farmer’s Market,
Street Sale, Art on the Danforth, Pumpkin Walk, Tree Lighting Ceremony, etc.)• A few examples of events that have launched other successful pop-up projects (The
Rocks, Pittsburgh night market, walking tours, Midnight Madness, Summer Solstice, Lantern Festivals, etc.)
• The types of permits required (costs and time-frames)ASK:• What do we have the capacity to organize?• What kinds of permits will we need? Can we afford them? Do we have time to get
them?• What other events can we piggy-back off of?• What should we call it?• What would we need to do to prepare?PROPS:Photos of big splash events from around the world, Calendar of community events, list of permits/costs and timelines.
OTHER THINGS TO CONSIDER:
What are other thing we can do to improve the streetscape?
• Financial
– Façade improvements to existing storefronts (awnings, windows, wheelchair ramps, etc.) – city grant application deadline is May
– Murals project (city grant application deadline Mar 28)?
• Decorate streetscape: Tree boxes, street flags (approach BIA)
WHAT NEXT?
Next steps and signing up to make this happen….
Who wants to:
• Recruit landlords?
• Recruit tenants?
• Be on the cleaning/painting committee?
• Help to plan and promote the big launch events?
Sign-up sheets generated working groups for each of the above mentioned areas
HOW DID WE DO?
OBJECTIVES:
• Meet others interested in revitalizing Danforth East
• Become familiar with the pop-up shop project
• Successes
• Challenges
• Learn about pop-up project models around the world
• Plan the next phase of this project on Danforth East