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...
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