Suburbs Try To Brush Up Image

Facing tough competition, poor economy, downtowns get help luring more shoppers
BY CECIL ANGEL and GINA DAMRON

(SUSAN TUSA/Detroit Free Press)

Jenny Kauer, 27, of Ferndale and Danny Knipper, 35, of Farmington Hills eat at Rebecca's Family Restaurant in downtown Northville last month. More businesses have applied for licenses and more people are downtown since the city hired a public relations firm a year ago, officials say.

Detroit Free Press--They could see it in the drop in foot traffic on Main Street, in the dip in sales and in the rise of vacant stores and offices.

The impact of the state's poor economy -- coupled with fierce competition from malls, big box stores and large shopping centers in other cities -- had many business owners worried.

Downtown Northville was hurting, and the city's Downtown Development Authority knew it had to do something.

So officials joined a growing number of downtowns across metro Detroit and the nation and hired a public relations firm to develop a marketing plan.

Now, a year later, Northville has increased foot traffic, drawn new businesses and lifted the city's profile with a broad campaign that includes its own slogan: "Timeless ... with a twist." The campaign includes radio and print ads that urge people to spend the holidays in downtown Northville.

"We knew we had to do more," said Lori Ward, executive director of the Northville DDA. "I wish we had started this relationship with the public relations and marketing firm years ago."

For big cities like New York and Las Vegas, where tourism and conventions are a vital part of the economy, branding and marketing are nothing new.

But for suburban Detroit communities, the realization of the need for more exposure is just gaining roots.

In Birmingham, specialty publications focus on getting shoppers to visit shops and restaurants downtown.

Plymouth budgeted $150,000 for marketing during this fiscal year through its DDA and plans to increase that amount by $4,000 next fiscal year.

Lathrup Village, a community of only 4,000 residents in Oakland County, has turned to its own residents for ideas on how to market itself.

And in Westland, the city sends out a steady stream of news releases highlighting city events and improvements.

"I guess it's like a business -- you have to market yourself," said Courtney Conover, Westland's deputy mayor.

Steve Chandler, president of the Nashville, Tenn.-based North Star Destination Strategies, agreed. His company has clients in 25 states, including Michigan.

"What people are seeing is everyone has a responsibility in marketing themselves," said Chandler, who specializes in helping cities develop marketing plans. "It's such a trend, that's all we do."

The company's clients include the Plymouth Downtown Development Authority. North Star helped Plymouth develop its marketing brand: "Not Just a Walk in the Park."

The city offers 130 events throughout the year, including Art in the Park and the Ice Sculpture Spectacular -- all crucial to downtown businesses.

"Events are really a big part of what we do," City Manager Paul Sincock said. "There's always something going on in Plymouth."

John Callaghan, 60, of Brighton is a co-owner of Sean O'Callaghan's restaurant and bar in downtown Plymouth.

"The events in town are a real shot in the arm," he said, adding that the DDA's $150,000 marketing budget is "money well spent."