This is the presentation the HOB Executive Board presented to the Brevard City Council at their City Council Retreat on Feb. 1, 2013

1. Welcome to

2. A place where local
entrepreneurs
thrive and
contribute

3. Where
businesses
invest in
their stores
and storefronts…

4. Where residents and
visitors come to share
a meal

5. …to celebrate the arts

6. …to stroll the streets and shop

7. …to gather together

8. And the constant driving force
behind such a remarkable
downtown is…

9. How does the
do this?

10. It’s at the heart of our
mission statement

11. Our mission is to
improve the quality
of life of Brevard, by
strengthening the
downtown as a center
of the community
through…
organization,
promotion,
design, and
economic restructuring.

12. Through the past 23
years, the Heart of
Brevard has been the
driving force behind
growth and change
and can take much
credit for our
downtown
of today.
-Susan Threlkel

13. Where We Have Been
Historic Timeline:
 1989 meetings began
 80 business and property owners
attended meetings
 September 1990, 72% of the district’s
property owners, signed petitions of
support for a municipal service
district tax (self-tax)
 Presented the petitions and proposal
to establish the Heart of Brevard to
the City Council and public hearing
was set
 October 1990, City Council approved
the proposal and HOB became an
organization

14. Where We Have Been
 1989-90: The business community came forward
with interim financing until the tax money
became available
 1993: Heart of Brevard organization becomes a
Main Street City
 With 13 empty storefronts, and mostly empty
second story spaces, economic restructuring
takes center stage.
 1994 & 1995: 12 new retail businesses open in
the HOB district
 1996: Downtown Master Plan Task Force is
established
 1997: Focus 2020 is established (The City’s
comprehensive planning process that would
incorporate these recommendations)
 1996: The gazebo is built in collaboration with
the County

15. The HOB/Downtown
is important because
it's vibrant, offering
something for
everyone.
- Jim Rowe

16. Where We Have Been
 1997: HOB Economic Restructuring
Committee focuses on second story
revitalization
 1998-2003: Major renovation projects
on the second floor levels are
completed in the district
 1998: from Focus 2020, Downtown
Master Plan Committee is
re-established
 2000: City Council adopts the
Downtown Master Plan
 2002-03: Fundraising project to
purchase street lights, benches, trash
receptacles (cooperative effort of HOB
and DTMPC)
 2002-03: DTMP demonstration block
is completed


17. A vibrant downtown is key
to the economic success
of any community.
Organizations like
HOB are the synergy
behind this success.
– Billy Higgins,
First Citizens Bank

18. Where We Have Been
 2003: West Main Street (City Council
Block) redesigned, renovated
Sidewalks rebuilt with brick pavers
Old Fire Department redesigned
• 2004: Hollingsworth Building
completed
 2004: Water Oaks exterior renovated
 2005: Micah Ansley purchases Rick
Byrd’s Furniture Store. Completely
renovated space
 2005-2009: Jordan Street Retail
Revitalization:
Bluewood Gallery
Ginger M. Salon
Moose Tracks

19. Where We Have Been
 2006-07: Aethelwold Hotel 3rd story rebuilt
by current owner, Tim Hall
 2006: Times Arcade Alley: major
revitalization.
 The Square Root Restaurant
Downtown Chocolates
Kiwi Gelato
public art and a true pedestrian path way is recreated
 2008: Chamber of Commerce relocates
and renovates the South Trust Bank
building
 2008: 54 W. Main Street building
renovated.
 Brown Bean
 Roost
 Upstairs condominium
 2004-2013: Sculpture Project, 19 public
art pieces

20. In the past 18 years the
Proper Pot has expanded
from 900 sq. ft. to
almost 5,000.
This expansion would
have been impossible
without the hard work
and dedication of the
HOB membership
and staff.
– Beth and Larry Canady
The Proper Pot

21. Where We Have Been
The old Plummer’s
Department Store Building
(The Proper Pot today)

22. Where We Have Been
The old Patterson Building Main and Broad
Streets (Keller Williams office
space/Apartments over Diamond Rush
today)

23. Where We Have Been
The old Chamber of Commerce
(Platt Architects upstairs office expansion)

24. Where We Have Been
Aethelwold Hotel

25. Improvement Summary
Heart of Brevard Municipal Tax District
Improvement Summary
 65 Facades redone
 80 Building renovations
 415 Jobs created
 109 New Businesses
 25 Business Expansions
 $2,540,000 in New PUBLIC Investment
 $17,042,000 in PRIVATE Investment
 2011- 2012 5,600 Volunteer hours contributed to HOB –
$100,000. Value in volunteer hours at $18/hour, a rate established by the state of North Carolina
 2012 Accredited as MSP. 24/60 accredited

26. I can't imagine our downtown
existing without HOB.
It’s organization that cares
about our existing businesses,
works to bring new businesses
and produces festivals that
generate necessary foot
traffic.
Three cheers to HOB.
Thank you for helping my
business over the last 20 years.
- Donna E. Stout
White Squirrel Shoppe

27. Where We Are Now
Heart of Brevard has been in an
intensive 8 month self-
evaluation and transition phase.
What has this revealed?
• We have rediscovered our roots
as a Main Street Program. The
Main Street Program’s 4 point
approach is the path and plan
that gives us the ability to be
more effective, efficient, and
innovative
• We’re seeing more volunteers,
more people getting involved,
and the community coming
together

28. Where We Are Now
• We must re-evaluate our
festivals and events
• We must focus more on
education
• We must focus on our
marketing
• We must continue collecting
business stats and data
• Begin the search for an
Executive Director

29. Where We Are Now
Organization and education of
MSP program & opportunities:
• Main Street Conference
• Liz Parham, Exec. Director of NC
Main St Program in Brevard this
month to continue education
process and to lead a series of
meetings to determine economic
drivers and revise HOB mission
statement, creating a community
based vision for action
• Forming committees and
organizing volunteers, building
new and strengthening existing
partnerships

30. In the past 20 years no
organization has had more
powerful economic impact
than the Heart of Brevard.
This “home grown”
membership has been directly
responsible for creating a
business climate that has seen
double-digit property valuations
increase through investment and
improvement appreciation,
increased sales tax revenues for
the City of Brevard. It’s
investment and commerce that
benefits every resident of
Brevard.
– Jimmy Harris, Harris Hardware

31. Where We Are Now
Festivals and Marketing:
• Economic development focus
on festivals
• Development of methods to
quantify and evaluate the
impact of festivals
• Evaluating opportunities to
expand sponsorships
regionally and nationally

32. Our economy depends
upon tourism and
the active role
the HOB plays in
festivals,
beautification
and promotion
is why our downtown
is thriving and why
it made it through
the recession.
- Ann DerGara

33. Where We Are Now
The value of downtown festivals:
 Strengthens economic development
 Generates foot-traffic in the downtown area
and in the county
 Generates spending during the events and
in the days and months that follow by return
visits
 Attracts visitors that would otherwise not
come to Brevard and Transylvania County
 Builds community development and
economic partnerships; builds liaisons for
community good
 Builds a sense of community; creates sense
of place; and strengthens community spirit,
ownership, buy-in and pride
 Supports our community vision initiatives

34. Where We Are Now
I love being part of
downtown Brevard. Heart
Festivals by the numbers:
of Brevard is one of the 4
• $1,091,000 in spending during
main reasons for that. over
festivals in 2012, generating
$22,000 in sales tax
I •think of downtown as the
$590,000 in spending from
"grand entrance" outside
attendees who live to our
entire area ~Countyhow we
Transylvania it is
present our downtown
• We have committed $10,000
that makesto WSF budget for 2013
additional us memorable
to visitors & what makes
which is expected to increase
ourattendance by 5,000. WSF
town such an
awesome place an average of $30
attendees spend to call
each
home.
• $10,000 in additional funding
results in a $150,000 increase in
- Nita Hunt, Pure Pets
spending

35. Where We Are Now
Other Marketing Initiatives
• Review advertising and public
relations strategies to promote
downtown Brevard and its
members
• Partner with other community
partners to further marketing
efforts (the Chamber, TDA)

36. Where We Are Now
Business stats and data collection
• Conducting survey to create
building and business inventory
• Data collection – vacancy rates,
sales tax, average rents
• Work to create ESRI report-
valued at $30,000
• Provide data to support targeted,
effective recruitment
• Fills vacant spaces with viable
businesses
• Stimulate economic
development

37. My family is
passionate about the
Heart of Brevard
and its continued
vitality.
HOB’s pulse is
lively and our heart
beat is strong.
- Tracey Love
Love’s Jewelry

38. Where We Are Now
Heart of Brevard receives from City of Brevard:
• $115,000 from MSD tax and $15,000 Grant
Total: $130,000 Total
2012-2013:
• $60,000 sponsorship dollars created
• $15,000 in kind donations
• $11,000 Infrastructure Enhancement fund (back to City)
• $3,000 Downtown Improvements
• $5,500 Design/Economic Restructuring
• $15,000 Marketing/PR
• $54,000 Volunteer hours
• $79,500 in private investment in MSD
Total: $243,000 (in addition to creating $1,091,000
in spending during 4 major festivals )

39. “The Hollingsworths have
invested in the Heart of Brevard
since 1987. We pay $45,000 per
year in property tax.
We strongly believe in the
worth of the Heart of Brevard
or we would have made
different investments.”
-Ann Hollingsworth
Main St. Ltd.

40. Where We Are Now
Projected for 2013:
• $75,000 sponsorship dollars
created
• $20,000 in kind donations
• $11,000 Infrastructure
Enhancement fund (back to
City)
• $3,000 Downtown
Improvements
• $5,500 Design/Economic
Restructuring
• $20,000 Marketing/PR
• $72,000 Volunteer hours
• $100,000 in private investment
in MSD

41. Where We Are Now
Projected for 2013:
• $30,000 ESRI report
• $336,500 Total in addition to
create $1,678,200 in spending
during 4 major festivals
Based on last 5 year average:
• 2 facades improved
• 4 buildings renovated
• 45 jobs created
• 16 new businesses

42. The Heart of Brevard is a vessel in which
local businesses can contribute that
ultimately benefits this entire community.
HOB is a vital component to Brevard’s
future. – Martha Carlton, Theophilus

44. Where We Are Going
• The Heart of Brevard Board of Directors will collaborate
with our local government to design and implement an
ongoing revitalization initiative
• to ensure our downtown is always moving forward
• to become an even more prosperous and energetic
Heart of our community.
• We are recommitting to the Main Street Program
approach and principles
• Heart of Brevard is embracing the Main Street
organizational structure

45. I’ve never seen the excitement
and energy that I see today
with the Heart of Brevard.
I feel that because of the
renewed commitment from
so many people, that the
“heart” of Brevard is going
to beat stronger than ever.
- Pam Landreth, UCB

46. Where We Are Going

47. Where We Are Going
HOB Organization:
• Make the HOB the vehicle to
formulate strategies for moving
forward
• Using all the resources available
from the NC Main Street program
• Re-evaluate our vision, mission and
values
• Strengthen relationships with our
stakeholders
• Engage our membership by
promoting our mission and vision
• Tell “our story” to our community
and stakeholders

48. Where We Are Going
Promotion:
• Create a marketing and
communications plan for the
downtown district
• Develop retail promotions that will
showcase the goods and services
available
• Partner with TDA to leverage our
story
Festivals
• Re-evaluate each festival
• Take selected festivals to
the next level
• Build partnerships for festivals with
community stakeholders
• Expand our sponsorships

49. Downtown Brevard faces opportunities
and challenges not associated with
other business districts.
Promotion:
Festivals:
It is vitally important to will lead
• The promotion committee have a
“champion” for allthe festivals we
a full evaluation of things in
thedo.
HOB to encourage a
• Set a economic environment
healthyclear Mission for each so we
which in turn helps now, and
know why we do them
look at how we will continue to fund
strengthen the rest
then to achieve this mission.
of the community.
Marketing:
- Frank Porter
• Get more people on our sidewalks
Comporium their pockets and
with money in
support our downtown businesses
to get them to leave as much of this
money behind.

50. Where We Are Going
Design:
• Create an inviting, safe,
accessible, environment for
shoppers, workers and visitors.
• Heart of Brevard will help the
city with the following aspects
of the DTMP:
• Streetscapes
• Signage
• Public spaces

51. Where We Are Going
Design: Downtown Master Plan
• Design committee will be actively
engaged with the City to be a
resource in the design elements and
implementation of the plan
• HOB will be a fundraising partner
with the City
• Work specifically with the City to
educate and gain feedback from
HOB members, identify concerns
and work on a DTMP outcome that
will be the best fit for all

52. Where We Are Going
Design:
• Instill good maintenance practices in the
downtown area
• Provide signage that communicates the district's
unique characteristics, directs and informs users
and recognizes our history
• Enhance the appearance of downtown through
improved facades and landscaping
• Maintain a downtown that is clutter-free, clean
and well lit
• Support cyclists by providing bicycle parking
• Maintain a ongoing banner program that
supports the city’s vision

53. I believe it's important to have
Promotion:
an entity such as the HOB
Festivals:
that focuses on the
• The promotion committee will
promotion and advancement lead
of our downtown of the festivals we
a full evaluation as
do.
it relates our tourism,
• economic development,
ourSet a clear Mission for each so we
and our why we do them now, and
know uniqueness.
- Toby Brown,we will continue to fund
look at how Baby Ink
then to achieve this mission.
Marketing:
• Get more people on our sidewalks
with money in their pockets and
support our downtown businesses
to get them to leave as much of this
money behind.

54. Where We Are Going
Design:
Façade improvement program:
A NC Main Street study showed an
average 9% sales increase for a
business that was in building that had
renovated their façade.
• Work with building owners to utilize
the NC Main Street façade redesign
program.
• Seek any grants and possible
incentives that may be available to
business owners to help fund their
project.

55. The downtown is a vital
destination to visitors
that come to our community.
Heart of Brevard provides
a vibrant, energized
and walk able
gathering place.
- Libby Freeman
Chamber of Commerce
TDA

56. Where We Are Going
Economic Restructuring
• Create a Downtown Economic
Development Strategy
• Conduct an ESRI study with the support
of the NC Main Street program to
identify buildings and business owners
for business recruitment opportunities
Implementation
• Be a business resource for existing and
new business initiatives
• Update our business recruitment
package
• Actively recruit businesses identified in
the ESRI

57. The Heart Of Brevard
is essential to the
growth of the
economy of
Transylvania
County.
Artie Wilson,
County Manager

58. For over two decades
has been contributing
to the enhancement
and vitality of
downtown Brevard
vitality of

59. We’re passionate

60. We’re creative

61. We’re the
heart of our
community

62. We’re innovative

63. We’re driven

64. We’re talented

65. We’re invested

66. We’re fully committed

67. Proud to be a strong
partner with the
City of Brevard