2008 ANNUAL REPORT - Downtown Raleigh Alliance


2008 ANNUAL REPORT - Downtown Raleigh Alliance




a message from DRA’s PRESIDENT

The momentum in downtown continues!

In spite of tough economic times, downtown is bucking

local and national trends. Indeed, I believe that 2008 will

be seen as a tipping point year for downtown. Why?

For starters, the opening of the Raleigh Convention Center

instantly elevated downtown’s image and role as a local,

national, and global destination for visitors. The importance

of a successful convention center cannot be overstated.

We’ve received incredible support from local businesses

in the Triangle that have hosted their meetings, galas,

and conferences at the beautifully-designed center.

Secondly, the relocation of RBC Bank’s headquarters to downtown sent a strong signal to

the marketplace that downtown is THE premier office location for any firm, small or large,

considering a move to greater pastures. Downtown Raleigh is the commercial hub of Wake

County, North Carolina. We can boast that we have almost 40,000 employees in downtown!

Thirdly, downtown has become a great place to live. We experienced record growth

in 2008 as hundreds of new residents call downtown home. Over 5,000 people

now live in downtown. We’re happy to announce the creation of a downtown residents

committee to help us promote urban living. Only when we have a critical mass of residents

can we attract retailers that will make downtown a shopping destination once again.

And lastly, our vision for the Alliance is to be recognized as the leader and champion for a vibrant

and dynamic downtown. We realized our vision and in some ways surpassed it in 2008. Our new

branding campaign, launched at the annual meeting, is just one example that demonstrates

our commitment to implementing our vision. I am proud to lead an organization that works hard,

pursues excellence, and seeks innovative and entrepreneurial approaches to getting things done

for our great downtown. I hope you join me in reaching our goals and vision for downtown.

David A. Diaz, President



is important

to the CITY


© Bryan Regan

Here’s why:

• 15% of jobs within the City of Raleigh are located

in downtown.

• Over $655 million of development was completed in

downtown in 2008. Another $202 million of new projects

are currently under construction, while an additional

$1.3 billion of projects are in the planning stages.

• Many of the region’s largest public facilities are

located in downtown Raleigh, including the Raleigh

Convention Center, Progress Energy Center for

the Performing Arts, NC Museum of History, NC

Museum of Natural Sciences, Marbles Kids Museum

& Wachovia IMAX ® Theatre, and the NC Legislature.

• There are more than 12,000 students within one mile

of downtown spread across 11 public and private

secondary schools and three private universities.

Downtown Raleigh’s skyline is the signature

image of the City. Its expanding dimension and

shape help to cultivate civic identity and pride.

• More than 2.8 million people visited downtown

Raleigh attractions in 2008.

Downtown Raleigh generates 49 times Wake County’s

average amount of food and beverage tax collected

per square mile.

Downtown Raleigh encompasses only 0.49% of the

City’s land area while providing 7.3% of the City’s

total property tax base.

Downtown projects funded by property taxes

have leveraged a 6:1 return on investment by

private development.

© Steve Reid

geography & CLIMATE

Downtown Raleigh enjoys a unique

geographic location which lies in

east-central North Carolina, where

the hilly Piedmont region meets the

flat coastal plain, and a moderate


what MAKES


#1 Most Political City

Men’s Health (October 2008)

#1 Best Place to Live in the U.S.

msnbc.com (June 2008)

#1 Best Place for Young Adults

Bizjournals (May 2008)

#1 Best Place for Business & Careers

Forbes.com (March 2008)

#1 Healthiest City for Men

Men’s Health (January 2008)

2008 Average Temperature: High of 69° F / Low of 50° F

2008 Total Annual Rainfall: 46 inches




The Clean Team and Safety Ambassadors work together to make downtown Raleigh an attractive

and safe place. In addition to the specialized services described below, they serve as additional

“eyes and ears” for downtown by discouraging aggressive panhandlers and reporting problems to

be addressed by the proper authorities. Feel free to approach any of the downtown Ambassadors

for information, recommendations, directions, or a copy of the Discover Downtown map/guide.

Clean Team Ambassadors

Clean Ambassadors are responsible for maintaining

the appearance of public pedestrian areas

in downtown. To accomplish this goal, Clean

Ambassadors provide the following services:

• Daily litter pickup

• Sidewalk sweeper operation

• Weed removal

• Special maintenance projects

• Graffiti removal

• Special event assistance

2008 Maintenance – Clean Team

Collected more than 63,000 lbs. of trash

Removed over 44 instances of graffiti

Removed weeds from over 220 block faces

© Bryan Regan

Safety Ambassadors

The Safety Ambassadors assist downtown visitors,

workers, and residents by providing map/guides,

directions, and information about restaurants, shopping

and other attractions. The Safety Ambassadors are

trained to handle a variety of situations, including:

• Parking information

• Directions and street closure information

• Dining, shopping, and other downtown attractions

• Calls for assistance to police, fire, EMS, and AAA

• Escorts along public property

Downtown project information

Downtown parking deck security

2008 Safety/Hospitality–Safety Patrol

Distributed over 39,440 Discover Downtown

map/ guides

Assisted 11,668 individuals with information

and directions

Provided 473 people with pedestrian escorts

The Safety Ambassadors also patrol the City-owned

parking decks and lots Monday–Friday between the

hours of 6 am to 10 am and 4 pm to 8 pm, with after-hours

coverage Thursday–Saturday from 8 pm to midnight.

To request an escort, call (919) 368-7962. To reach the

program manager, Rahef S. Abed-Hernandez, call (919)

821-6978 during regular business hours Monday–Friday

from 8:30 am to 5 pm, or after business hours at (919)

796-6606. To reach our Ambassadors, call the Safety

Patrol Supervisor at (919) 368-7962 for assistance.

© Bryan Regan

clean & safe AMBASSADORS


membership development

The Downtown Raleigh Alliance realizes

that each member adds strength to our

organization. Ultimately, our success

depends on the support and involvement

of its members—the individuals and

businesses who make valuable contributions

to downtown Raleigh. As an organization,

we provide benefits and services, and at the

same time understand that being responsive

and attentive to our members’ needs is

paramount to the growth of the Alliance.

We must continually strive to innovatively

implement new activities and enhance

current programs, to keep our members

positively connected to downtown Raleigh.

downtown development

DRA Activity

• Raised funds and hired MJB Consulting for a Retail

Strategy and Implementation Program.

• Developed and distributed four quarterly economic

development reports, containing office and

residential market analyses, and investment updates.

• Maintained an online listing of available commercial

lease spaces.

• Attended the International Council of Shopping

Centers Southeast Regional Conference (Atlanta,

GA) and hosted a display booth for downtown


• Recruited 51 new members to join the DRA

this year.

• Created “Meet Downtown” bi-monthly networking

receptions / The “Meet Downtown” receptions offer

members the opportunity to network with fellow DRA

members and prospects.

•Formed a new Membership Committee in the summer

of 2008.

• Launched a new members-only newsletter / The

Messenger was developed in November 2008 to inform

members of benefits, upcoming events, and feature

member-focused articles that give an in-depth look

at the contributions area businesses are making to

the community.

• Conducted downtown development presentations

to groups, associations, boards of directors, and

business forums.

• Hosted prospective investors, developers, and

business owners interested in downtown properties.

• Organized a group tour to Charlotte, NC to learn

about mixed-use retail developments.

• Met with existing downtown business owners to

strengthen retention and expansion program.


downtown economic ACTIVITY

Annual Property Tax Revenue

The Business Improvement District (BID) provides

7.3% of Raleigh’s property tax revenue yet only

comprises 0.49% of the City’s physical space. The

BID’s 376 acres include an estimated 20-30% of

tax-exempt space.

City of Raleigh $151,549,595

Downtown BID $11,121,413

© Bryan Regan

Downtown Developments Completed in 2008

222 Glenwood $46,000,000

Bloomsbury Estates Phase I $27,000,000

Blount Street Parking Deck $14,000,000

Raleigh Convention Center $235,000,000

Raleigh Marriott City Center Hotel $71,000,000

RBC Plaza $136,000,000

Solas $3,000,000

South End Parking Deck $30,000,000

Wake Parking Deck (at L Building) $23,000,000

WEST $70,000,000

Total: $655,000,000

Average Food & Beverage Tax Revenue


Downtown Raleigh occupies 0.14% (1.18 sq. mi.) of

Wake County (860 sq. mi.) and generates

$76,271/sq.mi. or 49 times the County average per

square mile in food and beverage tax receipts.

Wake County $1,350,000

Downtown Raleigh $100,000


downtown office MARKET

During 2008, downtown Raleigh’s

commercial office market surpassed the

five million square feet threshold with the

addition of 276,000 square feet at RBC Plaza,

currently Raleigh’s tallest building at 33 stories.

Karnes Research cites downtown Raleigh as the

tightest submarket for commercial space in the

Triangle region. Both lease and occupancy rates

continued to increase in 2008. Downtown houses

nearly 40,000 employees, including 70% in the private

sector. Numerous small, medium, and a growing

number of large firms are capitalizing on downtown’s

prime location in the Triangle, with proximity to

services, housing, transportation, and infrastructure.

Office Market 2005 2006 2007 2008

Total Commercial Inventory 4,320,389 4,706,389 4,806,389 5,211,389

Tracked (10,000+ Sq. Ft.) 2,733,754 2,737,278 2,750,163 3,026,163

Occupancy 85.8% 87.2% 91.5% 91.4%

Class “A” Lease Rates/Sq. Ft. $18.86 $19.38 $20.53 $22.17

Residential Market 2005 2006 2007 2008

Condo & Townhouse Sales* 92 126 126 191

Median Price/Sq. Ft. $223.26 $251.19 $232.51 $267.13

*includes resales

downtown LIVING

This was a banner year for residential

growth downtown. Five condominium and

townhouse projects added 484 for-sale units. One

project, WEST, adds the equivalent of one suburban

neighborhood on only one acre of land, meaning that

development in downtown Raleigh often features

the most efficient use of land in the City of Raleigh.

Momentum continues as four residential projects are

under construction and five are in the planning stages.

Currently, 5,000 people reside in the downtown area

and can enjoy proximity to employment, arts venues,

cultural events, parks, and recreation year round.


downtown retail MARKET

There are over 280 street-level shops,

restaurants, and service businesses operating

in downtown Raleigh—96% are independently

owned or operated. In 2008, downtown

realized a net gain of 26 street-level businesses.

Michael J. Berne, MJB Consulting

(NYC), is conducting a retail strategy and

implementation program for downtown

Raleigh (August 2008-May 2009). The main

goal of the program is to develop a retail

vision to support existing retailers and engage

new retailers that will strategically position

downtown as a shopping destination. Key

elements of the process include a market

assessment, competition analysis, and

stakeholder engagement to provide insight

and context for the downtown submarket.


Top Downtown Attractions

Visitor Counts

NC Museum of Natural Sciences.................. 760,188

Progress Energy Center for the...........................757,500

Performing Arts

Marbles Kids Museum/IMAX ® ........................368,685

Capital Area Visitor Center...360,042

NC Museum of History............327,425


NC State Capitol..........................100,895

NC Legislative Building............ 60,560

Raleigh City Museum ...................17,356

Governor’s Mansion..........................7,318

TOTAL VISITORS..................2,872,969

conventions & TOURISM

Raleigh Convention Center

September - December 2008

Conventions: 29

Attendees: 18,602

Events: 35

Attendees: 160,645

© Holly Jacques

© Bryan Regan

© Bryan Regan

© Bryan Regan



Promoting downtown as a thriving urban core that offers a myriad of

events and entertainment as well as an abundance of shopping, dining,

and living options is critical to the continued growth of the center city. We

recognize that Triangle consumers have many choices and it is essential

to highlight the eclectic mix of offerings in downtown that differentiate

it from surrounding areas and contribute to its authenticity. Marketing

and programming initiatives, and perhaps most importantly a branding

campaign implemented by the Downtown Raleigh Alliance, serve to

emphasize memorable opportunities and experiences available in

downtown that embody the essence of an urban lifestyle. Whether you’re

interested in a variety of delectable cuisines, residences, local shops and

galleries, exciting events and performances, or educational museums,

downtown promises to be a desirable destination for visitors, residents,

and patrons alike.

• Produced 52,650 Discover Downtown map/

guides (approximately 31.6% increase from 2007).

• Partnered with The News and Observer to produce

the quarterly ‘About Downtown’ magazine which

reached over 93,000 households every quarter.

• Received approximately 183,076 page views

and 1,330,379 hits a month on the

www.GoDowntownRaleigh.com website.

• Worked with the Marketing & Communications

Committee co-chair, John Kelly, to conduct

research for the branding platform. Coordinated

six focus groups consisting of downtown

stakeholders and businesses, DRA Board

members, Marketing & Communications

Committee members, DRA partners, City officials,

and representatives from the creative class.

• Worked with the Marketing & Communications

Committee co-chair, Rick French, on the creative

development of the branding campaign

(developed/selected tagline, logo, photography,

web and print graphics).

• Increased newsletter distribution from

bi-monthly to monthly.

© Jim West




Downtown Raleigh boasts a diverse offering

of signature events that accommodate all

ages and interests. These events help create

a critical mass and an excitement in the

downtown community. Cumulatively, the

Bud Light Downtown Live Concert Series,

Raleigh Wide Open, Raleigh Christmas

Parade, Ray Price Bike Fest, First Night and

Artsplosure—six of the largest special events

held in downtown—attracted over 400,000

visitors. These events not only contribute

to the economic impact in downtown, they

expose many new visitors to the center city.

Families, couples, and individuals have the

opportunity to picnic under the canopy of

oak trees during the Moore Square Farmers

Market; celebrate the art, music and dining

scene during the First Friday Gallery Walks;

enjoy live performances at the Progress

Energy Center for the Performing Arts; or

count down to the New Year during First Night.

No matter what the occasion, Downtown

Raleigh serves as the perfect venue for

fun-filled events and is the city’s hub for

celebratory and community gatherings.

“Whoever sends me these e-mails I want to let you know how

much I appreciate it. I really like to know what is going on and

have attended events because of knowing. When we went to last

month’s gallery tour with two other couples, every one of us had

a good time and really appreciated seeing the artwork and meeting

people. It is such a great idea. Thanks again for keeping me

informed. I am very thankful for that.”

Tiffany Cunningham



© Bryan Regan

© Bryan Regan

© Steve Reid

DRA Events & Programs

First Friday Gallery Walk

• Recruited 53 First Friday participants

• Launched FREE First Friday Trolley Service

• Co-produced First Friday Scavenger Hunt

with the North Carolina Museum of Art

Contemporaries Group

• Produced 20,000 First Friday map/guides

• Launched “First Friday Channel” on


• Co-hosted “First Friday Channel” debut reception

with Edge Office and Triangle Boulevard

Farmers Market

• Recruited 21 vendors

• Introduced craft vendors to the market

• Introduced new rotating lunch vendors to the


• Provided booth space to rotating non-profits

• Produced one-day satellite market event at

Whole Foods

• Increased average daily sales

© Steve Reid

© Bryan Regan

DRA Supported Events

• Processed over 85 events and six event series

through the Events Task Force

• Sent 33 street closure notifications

• Posted 400 events on website calendar

Raleigh Wide Open

• Set up trade show booth

• Received $1,000 of in-kind donations to raffle off

as prizes

• Obtained over 900 e-mail addresses for consumer

newsletter distribution

World Beer Festival

• Recruited 340 volunteers

Co-sponsored Events

•Co-sponsored 14 events/event series including:

Social Marketing Seminar Series, Budlight

Downtown Live Concert Series, Designers

Downtown Market in September and November, the

Handmade Market in May and November, Triangle

Restaurant Week, CHAIRity Gala and Auction, the

Big Bad Ball, Art Raleigh, Groundspark, FAB Fridays

at the Mint, First Night, and the Old Reliable Run

© Bryan Regan

© Steve Reid


advocacy & public POLICY

One of the most important roles of the

Alliance is to advocate on behalf of our

existing businesses and those who want

to do business in downtown. Advocacy by

the Alliance can take many forms, ranging from

assisting individuals needing help navigating the

multitude of government departments, to forming

task forces that create recommendations about

proposed plans and policies by City officials.

In 2008, the Alliance convened the Community

Relations Committee to provide input on

Raleigh 2030, the new comprehensive plan

being developed by the City. The Alliance will

continue to stay involved in the development

of the plan, particularly the chapter on

downtown, as it nears completion in 2009.

The Alliance also worked with several

downtown developers and property owners

on the development of the Interim Downtown

Framework, a document created by the

City’s planning department to provide clearer

guidance to its staff and the City Council on

downtown projects. The document identified

primary and secondary retail streets, which we

see as a boost to our own efforts of making

downtown a shopping destination once again.

Area Friends of Transit statement of support

for the regional transit plan proposed by the

Special Transit Advisory Commission (STAC).

And lastly, the City created the Development

Services Advisory Committee to receive input on

building permits and the plan review process,

as well as a review process of the organizational

structure within the City that addresses such

issues. The Alliance has a board and staff member

serving on this committee to ensure downtown

interests are supported. This committee looks

to build on the improvements to the permit

process made five years ago as a result of the

Livable Streets Plan, downtown’s master plan.

As you can see, we were involved in a variety

of advocacy efforts. We’re confident that our

members and downtown have seen the benefit

of the Alliance’s involvement on their behalf.

© Bryan Regan

The Alliance is a member of the City of Raleigh’s

Parking Task Force, which developed a master

plan to manage downtown parking. The plan

prioritizes customers first as a guiding principal

to focus the efforts of the actions identified in

the plan. One priority includes developing a

plan to encourage turnover of on-street parking

spaces because they are often occupied by

employees versus customers who want to dine,

shop or visit downtown. Another transportation

issue that the Alliance endorsed was the Capital



© Bryan Regan

In 2008, the budget for the Downtown Raleigh Alliance (DRA) was $ 1,117,000. The property

owner assessment funds go directly to the Alliance to pay for public space management

programs, developed by property owners and the DRA Board of Directors, to benefit the

110-block district. Annual budgets are carefully developed by committees and approved by

the Board of Directors.

The Alliance’s fiscal responsibility is demonstrated by its history of balanced budgets. The

DRA does not incur debt and has partnered with public and private organizations to provide

improvements and services to downtown. The Alliance’s financial statements are audited

annually by an independent accounting firm and each year the audits have found the finances

of the DRA properly managed, and that the DRA is in good financial standing.

© Bryan Regan

2008 Revenues

Downtown Property Owners •

Government Contracts •

Membership •

Corporate Support •

4% 4%


Other • 51%






2008 Expenditures

Administration & Advocacy

Marketing & Communication

Business & Economic Development

Safety & Ambassador Programs


This service brought to

you by the City of Raleigh This service brought to

you by the City of Raleigh



IN 2009?

Downtown Shuttle

Beginning in early 2009, the City of Raleigh Transportation Department will offer a FREE Circulator service to

provide connectivity between downtown districts for residents, visitors, employees, and patrons. Three hybrid

electric vehicles 0have been purchased and 1plans suggest a route with 2 10–15 minute headways. 3The proposed

hours of operation are 7 am to 11 pm Monday–Wednesday, 7 am to 2:15 am Thursday–Saturday, with shorter

hours on Sunday. The route is a downtown loop that takes in the Convention Center, Glenwood South, and the

Raleigh Circulator

Raleigh Circulator

state R-line Identity government | Presentation 6 | December 17, 2008 | Page 3

R-line Identity | Presentation 6 | December 17, 2008 | Page complex. 3 The Circulator Steering Committee worked closely with the Downtown Raleigh

Concept A 2

Alliance to select graphics for the shuttle buses that will reinforce the new downtown brand.

Concept 2

Seaboard Ave


Clark Ave


Peace St

Johnson St


Tucker St

















Semart Dr

Halifax St

Peace St

Pell St

Boundary St

Polk St



Chamberlain Rd









Woodburn Rd





W Morgan

St Mary’s St

North St

Lane St

Jones St

Hillsborough St

Morgan St


N Boylan Ave



West St

Harrington St

Edenton St


Morgan St




Salisbury St



Wilmington St





Bloodworth St

Oakwood Ave

Lane St

Jones St

East St

Edenton St


Morson St



PHargett St






Hargett St


Pullen Rd



Ashe Ave


McCulloch DuPont Circle

Cabarrus ar


Lenoir St

Kinsey St

Kinsey St

DuPont Circle

Martin St


Davie St

Cabarrus St














Blake St

Martin St

Davie St

Cabarrus St


Western Blvd

S Boylan Ave

S Saunders

S West St

Lenoir St

South St

Dawson St

McDowell St


Salisbury St



Wilmington St


Blount St

Person St

Bloodworth St

Lenoir St

South St

East St

Dorothea Dr

Western Blvd



downtown's new

wayfinding SYSTEM

As the City seeks to draw more visitors into our revitalized downtown, new signage will be

necessary to direct users to their destination. In 2009, the placement of wayfinding signs

throughout downtown will help direct visitors to downtown from Raleigh's major arteries as

well as guide their way within the downtown core. The end product will be a comprehensive

signage system that facilitates wayfinding throughout downtown, while enhancing the sense

of direction and evoking imagery. The system will address the needs of visitors and locals

using all modes of transportation. It will also set the tone for future projects and can be easily

altered and expanded as downtown grows.

The wayfinding/signage system will be installed on major arteries leading to downtown as

well as throughout downtown.

"At its simplest, wayfinding is direction for people in motion. An effective city wayfinding system

typically involves a coordinated network of signs and information that direct drivers and pedestrians

to ma jor public destinations along specific routes. These systems identify the city or downtown

from area highways, recognize and delineate districts or neighborhoods as needed, better organize

information about destinations, give users the information they need when they need it, and help

people enter and leave the area by the most convenient route.” – Mark VanderKlipp, Corbin Design


city PLAZA

Planned to open in September 2009, the City Plaza is

envisioned as a dynamic and active space that is the

"jewel in the crown" in the extraordinary revitalization

taking place in downtown Raleigh. It will be the unique

gathering place, “the public living room,” for all Raleigh

citizens and the signature element that visitors

remember when they think of our City. The Plaza

will be both functional and flexible enough to

accommodate a variety of events and activities on a

daily basis. It will solidify the physical and visual link

between the two Greek revival-style iconic buildings

that define our downtown, the North Carolina State

Capitol and the Progress Energy Center for the

Performing Arts. Since the Plaza is located in the

heart of downtown, on “North Carolina’s Main Street,”

and one block away from the Convention Center, it

will enjoy a constant stream of visitors and users. The

combination of water features, public art and retail/

restaurant uses provides wonderful opportunities for

pedestrian interaction, and the four glass-enclosed

pavilions will add eye-catching locations for retailers.

This will be indeed a legacy project for the City of

Raleigh, but also for the citizens of the region and

the entire State.

Additional features include:

• A fountain

• Four 45’ light towers designed by artist Jim Gallucci

• Tie-downs to accommodate 30 - 10’x10’ tents for

fairs and special events

• Service connections to support major music

events or parades

• Three art pedestals

• LED-lit bollards to define the vehicle pathway

through the Plaza

• Projection capability from the light towers for

special visual artwork

© Steve Reid


estaurant WEEK

Restaurant Week is a weeklong promotion in

which restaurants offer price-fixed, three-course

meals. The promotion is intended to showcase the

culinary talent in downtown and create a critical

mass of diners in the center city.

Our goal is to confirm 15 to 20 high-end

restaurants such as Fins, Mo’s Diner, The Mint,

Solas, etc. The intention is to create value for

the customer while generating new business for

the restaurants. Research from other cities has

proven this type of event to be very successful.

Restaurant Week will be promoted through

radio and print advertising as well as direct

mail, e-blasts, brochures, posters, and the web.

We anticipate a summer event in 2009.

© Bryan Regan


The Downtown Raleigh Alliance will host

the 2009 Downtown Raleigh Home Tour on

Saturday, May 16, 11 am–5 pm. The Home

Tour is a self-guided tour of urban living,

from condos and lofts to townhomes and

single family residences.

Our goal for the Home Tour is to raise the

public’s awareness of the uniqueness of

a downtown lifestyle. The Tour showcases

an array of homes, some for sale, some on

display. This year there will be a special

emphasis on homes that have not been on

the Tour in previous years.




Home Tour


May 16, 11 am

to 5 pm


marketing CAMPAIGN

In 2008 the Marketing & Communications Committee,

co-chaired by Rick French of French/West/Vaughan

and John Kelly of Kelly Brand Strategies, was formed

to help develop a brand for downtown Raleigh. John

Kelly initiated the process by facilitating focus groups

consisting of downtown stakeholders and businesses,

DRA Board members, Marketing & Communications

Committee members, DRA partners, City officials, and

representatives from the creative class. During these

sessions, we sought to unveil people’s current perceptions

of downtown and their aspirations for the future of the

center city. It was determined, through the research

findings, that the concept of “unexpected flavors”—a notion

of discovery and authenticity that cannot be duplicated—

would serve as the branding platform. The Downtown

Raleigh Alliance then worked closely with FWV Distilled

to develop the marketing collateral for the branding

campaign debuted at the Downtown Raleigh Alliance

Annual Meeting and Achievement Awards Ceremony.

In 2009, the Downtown Raleigh Alliance will implement

the brand in three ways, starting with the re-skinning of

all current marketing materials including the website,

“Discover Downtown” map/guides, newsletter, and

membership brochures. Secondly, the Downtown Raleigh

Alliance will work with creative partners to develop

strategic approaches and implementation plans to tie

programs produced by DRA back to the downtown

brand. This tactic will reinforce the overall downtown

identity while creating a consistent look and feel for

all marketing collateral produced by the Downtown

Raleigh Alliance. Lastly, we will create opportunities for

downtown businesses to utilize the brand in their own

marketing initiatives, thus strengthening the message

intended to stimulate intrigue and interest in the eclectic

mix of offerings available only in downtown Raleigh.



The downtown BID is managed by the Board of Directors and staff of the Downtown Raleigh Alliance,

a private non-profit 501(c)6 corporation. The DRA Board is comprised of property owners, tenants

and public officials. The 2008 Board members include:

Officers & Executive Committee

Ron Day

RBC Bank (Board Chair)

Carter Worthy

Carter Worthy Commercial, Inc. (Board Vice Chair)

B. Grant Yarber

Capital Bank (Board Secretary)

J.R. Shearin

Deloitte & Touche (Board Treasurer)

Hilda Pinnix-Ragland

Progress Energy (Board Past Chair)

Joseph M. Sansom

Mechanics & Farmers Bank

Harvey Schmitt

Greater Raleigh Chamber of Commerce

David Diaz

Downtown Raleigh Alliance

Board of Directors

J. Russell Allen

City of Raleigh

Frank Baird

Capital Associates

Mary-Ann Baldwin

Raleigh City Council

Ann-Cabell Baum Andersen

The Glenwood Agency

Betsy Bennett

North Carolina Museum of Natural Sciences

Laura Bingham

Peace College

John Boylan

Spectrum Properties

Ralph Campbell, Jr.

R. Campbell & Associates, Inc.

David Cooke

Wake County

Rick French


Greg Hatem

Empire Properties

John J. Healy Jr.

Hyde Street Holdings, LLC

Thomas Hill

Highwoods Properties

John Kelly

Kelly Brand Strategies

Jack Kimball

Kimball & Company

Vernon Malone

North Carolina General Assembly

Clarence G. Newsome

Shaw University

David Otterson

SZD Wicker

Peter Pagano

Tir na nOg Irish Pub

Orage Quarles III

The News & Observer

Deborah Ross

North Carolina General Assembly

John Ward

Wachovia Bank



David Diaz

President & CEO

Tracey Lovejoy

Vice President

Ellen Fragola

Marketing & Events Manager

Paul Reimel

Economic Development Manager

Paulette Becoat

Membership Development Manager

Roxanne Coffey

Office Manager

Kimberley Jones

Assistant to the President

Marshall Munns


Rahef Abed-Hernandez

Clean & Safe Ambassador Program Manager

© Bryan Regan


120 S. Wilmington Street, Suite 103 • Raleigh, North Carolina 27601

919-832-1231 • 919-832-0984 fax • www.GoDowntownRaleigh.com


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