Meeting Minutes 12/12/04
GBA Main Street Technical Meeting
Held on December 6, 2004 at 8:00 AM

"Keys to Enhancing Business District Economic Performance"

Presented by Lauren Adkins, Senior Program Associate for National Trust Main Street Center

Attendees: Lauren Adkins, Main Street National; Mary Pat Fannon, Baltimore Main Street; Charles Penny, Baltimore Main Street; Larry Ford, GBA Executive Director, Rick Swanson, Swanson Graphics; Laura Penza, Penza Associates Architects; Latavia Ehoize, Nappee by Nature; Arthur Gray, BDC; Bill Logan, YRP Mid-Govans; Louise Harris, YRP Mid-Govans; Leslie Weischer, YRP Evesham Park; Helene Perry, YRP Bellona Gittings; Sedral West, YRP Winston Govans, GEMS; Pat Jenkins, GEDCO; Sheila Richburg, GEDCO.

Main Street Approach

Building Blocks to Commercial Development - Market Analysis, Business Retention, Business Recruitment, Property Development, which relates directly to:

The Main Street Approach to Commercial Revitalization - Organization, Design, Economic Restructuring, Promotion

Market Analysis

First step is to determine what we know, and what we need to know, through population census, demographics and existing market studies. Some information is available at no cost at census.gov, Planning Department, etc.

National Main Street, as a benefit to Govanstowne as a Main Street Affiliate, provided the services of more extensive current information. This information was provided by Claritas, based upon an area extending roughly between the city-county lines and 34^th Street, and between Harford and I-83. Information was also provided for the City of Baltimore, for comparative purposes, including Sales Potential, Demographics Snapshot and Household facts.

Another method includes original research, such as Customer Surveys, Business Surveys and researching the competition. Customer surveys should focus on where they shop, what they bought, where else did they shop (outside of area) and why. Refrain from asking what a customer wants, as answers tend to be fantasies. This tends to be a major problem with charettes, however, specific neighborhood focus groups may be a good method. It was noted that church leaders might be contacted for more community participation in focus groups.

Business Retention

Support existing businesses by determining their needs through surveys and one-on-one conversations. Provide market information, suggest ways to increase business, provide training sessions and consultation, and promote financial assistance opportunities. Consider promotion events or "gimmicks" to help with promoting our area. Existing businesses might be approached to expand their product lines if a need exists, if there is not enough research data to sustain a new business for the needed item.

Business Recruitment

Passive methods are most effective, including responding to information requests by interested businesses and developers looking at the area. Be prepared with important information to be sent quickly, such as an updated Space Availability List (important).

Active methods are more time consuming and costly, such as cold-calling (may get no results, as Belair-Edison discovered). Hiring brokers can be costly, but perhaps building relationships with brokers who work in these typos of areas may be effective. Costly advertising brochures may not be effective, but a simple brochure that might be "How to Start your own Small Business in Govanstowne" might be very useful and convenient for incoming businesses requesting information. This might include BDC grant, loan information, (with quotes from satisfied customers). Also, include Preservation Tax Credits and other benefits. Consider a GBA Loan Program (that might pay 1^st months rent). The local Small Business Associates is great asset to use for setting up meetings with potential new businesses. Robert Morse Associates is a resource for rent / annual sales information.

Property Development

Becoming entrepreneurs by purchasing / upgrading buildings may not be effective (Belair-Edison) due to time, costs and tough work.

Group Analysis and Discussion

We then broke into groups to review, compare and analyze the market data provided for Govanstowne and Baltimore City. Discussion followed with interesting discoveries:

A large percentage of residents' income is spent on automobiles, but we have no car dealership, however, it was noted that small auto service businesses do sell occasional cars.
It was noted that certain businesses, such as Beauty Services, are not broken out in the data provided, and it would be beneficial to investigate this (and others) for pertinent information in our area. For example, with the large quantity of beauty services, it may be beneficial to recruit complementary business such as beauty supply stores.
Our residents are purchasing from drugstores and proprietary stores at a higher rate than Baltimore City, possibly due to the large senior population in our area. It was noted that there is a need for a 24 hour drug store in our area. It is important to be careful about research data to prevent misrepresentation and to always be accurate. Actual sales should be researched. Recent community opposition was discussed regarding 24 hour drug stores. Clear communication is necessary regarding controversial issues. Numbers may be overwhelming; narrative description may be more effective.
It was noted that the census does not account for students, however for our area, it would be beneficial to incorporate student data and needs. College Day Saving Programs may be promoted. Welcome packets in the fall including coupons for students may also be implemented. It is a short-term market, with limited income, but 100% disposable income. Ideas discussed: bicycle shops, ice cream, coffee shops, bookstores, record / tape traders.
A high percentage of households do not own cars. Again, due to the high amount of apartments (senior homes), each apartment household is counted individually, which skews results somewhat. Transit is important.
Race statistics indicate large diversity, more diverse than Baltimore City. There is a large population of teenagers as well as the elderly. Retail might benefit by being aware and responding to this information.

Lauren reviewed the "Big 6" differences in shopping pattern: This was a generic review of shopping patterns being determined by Race, Age, Gender, Renter vs. Homeowner, Socioeconomic Status, and Education Level Achieved. This was brought up as a consideration in ascertaining the mix of retail that would be best for our area. This brief review of the data is only the beginning..

Distribution will be via e-mail, with hard copies to those without e-mail. If there are any errors or omissions in these minutes, please contact GBA with corrections or clarifications.