Title
Resolution Authorizing Expenditures of up to $25,000 for a Pilot Branding and Marketing Campaign of International Restaurant Row Along Three Miles of the High Point Road Corridor
Body
Department: Legislative
Council District: 1, 4, 5
Public Hearing: n/a
Advertising Date/By:
Contact 1 and Phone: Councilmember Wilkins - 373-2396
Contact 2 and Phone: David Parrish, Assistant City Manager - 373-2002
PURPOSE: To authorize staff to use up to $25,000 for branding and marketing activities that would enhance the public's familiarity with the location and offerings of Councilmember Wilkins's proposed International Restaurant Row along the High Point Road Corridor.
BACKGROUND: The greater Greensboro community today is home to more than 114,000 immigrants and there are 156 first languages spoken in Guilford County's schools. This incredible diversity is part of what makes the Triad such a unique and vibrant place to live. One aspect of this diversity is that many cultures are represented in the cuisine of local culinary establishments. The recommendation is to start cultivating this citywide asset by establishing a roughly 3 mile stretch of High Point Road from Groometown Rd to the Greensboro Coliseum as the defined geographical target area for a pilot branding and marketing project of Greensboro and North Carolina's first "International Restaurant Row" with aspirations of expanding to other areas with similar characteristics if successful. This area boasts not only a mass of restaurants and markets on a highly trafficked route, but also a wealth of ethnic establishments all within close proximity of each other. The pilot program is aligned with the objectives of the High Point Road/W Lee Street Corridor Plan in that it improves the streetscape, matches future land use goals of the corridor plan with new zoning designations, and that marketing and branding are identified as a key strategy for success of the corridor plan.
Upon staff review, it was found that the identified corridor contains approximately 75 food and dining establishments representing 13 different countries and a significant level of vehicular traffic passes by the High Point Road interchange on I-40 and the future I-73. City staff assisted Councilmember Wilkins in hosting a presentation of the concept and gathered public feedback on September 24, 2014. All businesses along the defined corridor were invited to attend. Those in attendance were in favor. The concept was presented to City Council at the October 28, 2014 City Council Work Session.
If approved the proposed marketing and branding campaign for International Restaurant Row, depending on costs and logistics, could include some mix of interstate signage, street banners, outdoor billboards, website development and maintenance, brochures and would need to include some level of formal staff review.
BUDGET IMPACT:
The funding for this project would come from the Economic Development (ED) Fund and would not impact the general fund. Funds are available in the Economic Development Fund.
RECOMMENDATION / ACTION REQUESTED:
City Council is being requested to consider the attached resolution to allocate $25,000 for marketing and branding of the International Restaurant Row concept as a pilot project