2008 ANNUAL REPORT - Downtown Raleigh Alliance

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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. 2009 Downtown Raleigh Home Tour Saturday, May 16, 11 am to 5 pm 20
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. 21
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Page 3 and 4: DOWNTOWN is important to the CITY O
Page 5 and 6: membership development The Downtown
Page 7 and 8: downtown office MARKET During 2008,
Page 9 and 10: Top Downtown Attractions Visitor Co
Page 11 and 12: DOWNTOWN EVENTS Downtown Raleigh bo
Page 13 and 14: © Bryan Regan © Steve Reid DRA Ev
Page 15 and 16: FINANCIAL © Bryan Regan In 2008, t
Page 17 and 18: downtown's new wayfinding SYSTEM As
Page 19: estaurant WEEK Restaurant Week is a
Page 23 and 24: STAFF David Diaz President & CEO Tr

2008 ANNUAL REPORT - Downtown Raleigh Alliance

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