March 27 Pop up Bonanza Presentation
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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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March 27 Pop up Bonanza Presentation
- 1. The Pop Up Shop Project
- 2. 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
- 5. OBJECTIVE: To increase foot traffic on the Danforth from Main to Monarch Park. APPROACH: Fill empty storefronts with vibrant, inviting and sought-after businesses.
- 6. STEP 1: IDENTIFY EMPTY STOREFRONTS AND ENCOURAGE LANDLORDS AND REAL ESTATE AGENTS TO PARTICIPATE
- 10. STEP 2: DETERMINE HOW MUCH WORK NEEDS TO BE DONE TO PREPARE THE SPACE FOR A POP-UP
- 11. STEP 3: CLEAN UP, REPAIR AND PAINT THE SPACE
- 16. STEP 4: INVITE VIBRANT SHOPS TO POP INTO THE SPACE FOR A SHORT-TERM
- 33. STEP 5: PROMOTE THE SHOPS AND THE EMPTY SPACES THROUGH A WIDE RANGE OF MEDIA
- 35. POP-UP SUCCESSES 7 storefronts revitalized 17 pop-up shops hosted 2 storefronts rented long-term 3 real estate agents and 4 landlords involved
- 37. 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
- 40. MORE POP-UP SUCCESSES 75 local volunteers participating 14 mass media stories 4 BIA’s asking about using DECA’s model
- 42. MORE POP-UP SUCCESSES 1 formalized partnership with WoodGreen Community Services 1 confirmed grant to support the project from the Metcalf Foundation
- 43. 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
- 44. BIG LEARNING: High # of More More Fewer High foot pop-up media long-term empty traffic shops attention rentals storefronts
- 45. 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
- 46. THE MODELS Tenants stay rent-free until 6 month rolling leases Tenants cover utilities a long-term renter is found Each month, tenants increase their 6 month rolling leases Tenants cover utilities rental payments by increments until they are paying full rent Each tenant pays $250 per 2 Tenants apply for 2 week to 1 Landlords give their spaces weeks – 1 month to contribute month pop-ups until a long-term renter arrives to rent and utilities
- 47. 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
- 48. 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 And the winner is… DECA’s pop-up plan
- 49. NOW THAT THE MODEL IS SELECTED….. Create a splash Recruit tenants Prepare spaces Recruit landlords
- 50. GROUP 1: How do we GROUP 2: What are GROUP 3: What recruit a critical mass the ideal kinds of event(s) can we host to of landlords/real tenants we create a big splash? estate agents? What want/need? How do How do we attract the are the benefits we we best recruit them? most attention to the can sell to them? launch of this pop-up bonanza?
- 51. 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.
- 52. 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
- 53. 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.
- 54. 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)
- 55. 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
- 56. 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
Notas del editor
- Welcome everyone to the meeting. Explain that this will be different from previous BRT meetings. We will be conducting it like a mini-workshop with the hope of making some major decisions and creating a workplan during the course of the meeting.
- 10 MINUTESExplain the objectives of the meeting.Then dive into a short ice-breaker so that people in the room who are newer to the group can get to know each other a little bit.Ice breaker led by JulesRequired materials: Paper, pens/pencils, tape
- Natasha/Cath Introduce the describe history of project, how it began and evolved (2-3min) area (Monarch Park to Main) that DECA covers.If possible, insert a slide on the following page that has the map that WoodGreen has been working on that highlights all of the empty storefronts on this strip.
- Natasha/Cath Introduce the describe history of project, how it began and evolved (2-3min)This map is an overview of the empty storefront properties on Danforth Avenue from just west of Parkmount Avenue to Cedarvale Avenue just east of Woodbine. #1434 - #2137. The data on empty storefronts was originally accumulated by the Danforth East Community Association (DECA) and the information on this map is based on that data and last updated in March 2013.The goal of this map is to present visually the empty properties scattered along this stretch of the Danforth for the planning and implementation of Pop Up Shops. The map was developed by WoodGreen Community Services.
- 20 MINUTESQuickly scroll through slides 5 – 38. These slides are intended to help people (who haven’t been involved in the project) better understand the various steps involved in the project. Step 1 – identify empty storefronts and encourage landlords and real estate agents to participate.Note: Mention that we have worked with 7 storefronts, 4 landlords and 2 real estate agents so far. Acknowledge the people in the room who have worked tirelessly to convince landlords to get involved. Explain a few of the reasons that some landlords/real estate agents haven’t been interested.
- Mention that some properties need tons of work (Nita’s, Randall’s) while others need limited work. One big learning has been that unless the inside of the shop looks good and smells good, and the outside looks bright and inviting, the pop-up shop doesn’t stand a chance at success.
- Acknowledge all of the people who have been involved in this process so far.
- Briefly explain the application and interview process. Mention the costs required from tenants and the time requirements (5 days per week open).
- Mention that we have been covered by lots of local media. Acknowledge the people who have helped with this. Explain that all of the links to these stories can be found on the DECA website.
- Briefly describe some of the ways that we have advertised the project locally.
- 5 minutes:Explain some of the key successes from the project so far. Refer people to the project report for more details.
- Briefly explain the big learning that has come out of the project regardlng critical mass of pop-ups and the benefits.
- Describe three different models that are being used with success around the world to implement pop-up projects.Model 1 – this is the model that is being used for Renew Newcastle. Pittsburgh has also used this model, and in addition to giving the spaces rent-free, they have also offered scholarships/bursaries to start-ups to help them with the initial capitol investment. This works really well when you have one landlord who has a hold on a majority of the properties in the area. He/she then reaps the benefits if the tenants who pop-in invest in renting any of the properties on the strip. It is a harder draw for landlords who only own 1-2 properties and may not find their space rented as a result of the project.Model 2 – this is the model we, DECA, have been using. I haven’t been able to find another model like this. It would be interesting to see what the collective think about the pro’s and con’s of this model.Model 3 – this is the model that the UK has been using. It seems to work very well in terms of allowing small businesses to incubate for a short period of time and for giving on-line businesses a bit of street time. It gives landlords some income (which they like), but is usually better at drawing lots of tenants when it is hosted in a popular commercial strip…. Ie.. Businesses may not consinder East Danforth a worthy investment location for short-term rental.
- ACTIVITY: 30-45minDivide participants into groups of 3-5 people. Assign each group to consider each of the models and to try their best to answer the two questions listed above.After 15 minutes, invite groups back to share some of their feedback. Finish discussion with a vote re: question 2. The model that gets the most votes will be the model we use moving forward.
- ACTIVITY: DIVIDE AND CONQUER 30minFor this activity we will divide the participants into three different groups.:Group 1 – landlord/real estate recruitmentGroup 2 – tenant recruitmentGroup 3 – big splash event(s)Each group will get the chance to brainstorm their thoughts/suggestions/big ideas to help support their theme. People can join the group they are most passionate about discussing. Once in their groups, we will give each group a printed copy of the slide that follows to help them probe the topic more as well as some additional photos to help inspire creativity.After 15 minutes, groups will be invited back to share their ideas with the larger group.
- This group will be given:A copy of this slideA flip chart page and markersA copy of the map of the strip with the empty storefronts highlighted- and, if they are struggling – a copy of slides X – X for additional ideas.
- This group will be given:A copy of this slideA flip chart page and markersA series of photos of DECA’s pop-ups recent tenants as well as tenants and pop-up shops from other places around the world.
- This group will be given:A copy of this slideA flip chart page and markersA listing of the costs to get various permits for events in the cityA calendar of June to December that highlights big events that are already planned in the areaA series of photos of other big events that have been hosted to launch pop-up projects around the world
- If time permits, it would be nice to plant a seed in the groups’ mind of other things that could be done to enhance the strip. Things to mention re: murals:A theme?Grants of up to $5000Possibility of participatory murals (RFP interactive ) Before I die_________
- Place sign up sheets around the room that have a place for people’s name, e-mail address and phone number. Ask people to sign up for the committee(s) they can see themselves committing real time to.
- Conclude by asking people to share their feedback re: how we did at accomplishing the objectives.Use: human continuum, or 1-5 scale for each objective.Thank everyone and say good-bye.