Getting Back To Main Street: a revitalization Plan for Pennsburg
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46 46 Chapter 5 : Economic Incentives Figure 5.4. Seminars, workshop sessions, and one-on-one consultation are all services offered through various federal, state, and local agencies. Entrepreneurs interested in starting new businesses along the Bor- ough’s main commercial corridors will be able to complete an entre- preneurship training that will increase their likelihood of success. These prospective entrepreneurs will receive counseling and other assistance through weekly program clinics in obtaining venture capital to launch and operate their businesses until they become self-sustaining. In addi- tion, programs like these will allow businesses to make connections with their fellow business owners, which can lead to the sharing of in- formation and assistance.
All interested commercial stakeholders will be organized to ensure that: (a) assistance to current merchants increases their ability to remain in business and grow during the revitalization process; (b) training allows entrepreneurs to successfully start businesses in Pennsburg; (c) promo- tion helps generate a customer base for current and new businesses; (d) infrastructure improvements in the district are made in a coordinated manner to create a clean, safe, and attractive environment to attract and retain customers; and (e) the historic appearance and character of the commercial corridors is preserved.
The comprehensive small business assistance program could offer the following coordinated activities:
• Develop a unified and unique approach to affect business re- tention, recruitment & sustainability. • Research and analyze market conditions along the Main Street and 663 corridors to identify ways for existing businesses to capture new markets and more business. • Provide self-help programming that promotes local business capacity, leadership, and community-wide involvement to iden- tify obstacles and encourage collective work. • Assist businesses to identify and make the best use of their unique offerings. • Find new economic uses for existing properties and provide business promotion/marketing. • Develop and offer training in basic business skills, customer 47 47 Getting Back To Main Street: A Revitalization Plan for Pennsburg service, employee skills, and all aspects of business infrastruc- ture such as legal issues, local regulations, and organizational structuring. • Conduct monthly technical assistance clinics. • Offer a Small Grant program • Develop financial assistance for business and building revitali- zation, and recommend building design improvement strate- gies. • Monitor the economic performance of the Main Street and 663 corridors.
While all of the above can help improve the economics of Pennsburg’s business community, some of these services and activities are currently provided by other organizations within the region. Taking advantage of already existing programs can provide a quick and easy way for Pennsburg’s current and prospective businesses to improve themselves without the Borough having to start up similar programs.
The Small Business Administration (SBA) is an independent Federal Agency created to assist, counsel and champion the efforts of America's small businesses. The SBA is best known for its loan guaranty program, which helps individuals get started and small companies expand and prosper. The SBA’s Philadelphia District Office serves 40 counties in Eastern, Cen- tral and Northern Pennsylvania. It is their mission to provide prospective, new or established persons in the small business community with financial, procurement, management and technical assistance. In addition, special emphasis is made to assist women, minorities, the disabled and veterans.
Many communities are able to set aside time each month for an SBA representative to meet with prospective business own- ers. The SBA representative can discuss possible funding op- portunities, educational development, and answer general questions about running a successful local business.
The Pennsylvania Department of Community and Economic Development (DCED) and the Small Business Development Center (SBDC) partner with universities to create and maintain small business development services. Locally, Lehigh Univer- sity’s Small Business Development Center helps businesses of all types and sizes develop the planning, management and financial skills necessary to succeed. Their services include:
• Consulting - One-on-one and small group consulting (offered at no charge). • Education and Training - Courses, seminars, and con- ferences designed to educate on new and innovative management procedures and key business issues. • Resources and Information – They provide access to hundreds of commercial databases, step-by-step in- struction materials, software and print directories, pe- riodicals, and government publications.
Currently, the Merchants Committee is striving to assist all the businesses in the Upper Perk community and attract new ones through their Upper Perk Association and PerkUp pro- grams. Their goal is to leverage the region’s strengths via:
• Joint advertising and product sharing • State and federal business grants • Business benchmarking and networking • Website access • Real estate consultation • Marketing analysis As part of this effort, the committee has already begun discus- sions with a Business Management Consultant from Lehigh
48 48 Chapter 5 : Economic Incentives Small Business Development Case Study Shaw Main Streets, D.C.
Shaw Main Streets uses a community focused process to revitalize the 7th and 9th Street commercial corridors of the Shaw area in Washington DC. A comprehensive strategy of organization, public outreach and marketing, physical improvements, and economic devel- opment has helped turn the community into one of the more desirable neighborhoods in Washington. Community partnership is central to this model. One of their most successful programs has been small business assistance. By setting up work shop sessions for small business own- ers, organizing a small business development group, and creating better access to the City’s Small Business Development Center, Shaw Main Streets has been able to retain more busi- nesses as well as attract new ones. Ninth Street has become a hot spot for shops, restau- rants and live music.
University’s SCORE Program, in collaboration with SCOREs Pottstown Chapter and Montgomery County Community Col- lege, on how the economy of the Upper Perk downtown area can be improved. Pennsburg has already taken steps toward participating in this process, and a more enhanced role and continuance of participation can help.
The Chamber, also through the PerkUp initiative, has been partnering with the Montgomery County Economic Develop- ment Corporation (MCEDC) to conduct an inventory of avail- able commercial and industrial sites within the region. Contin- ued cooperation with the MCEDC will be vital to maintaining and growing new businesses in the Valley.
The borough should also look for ways to coordinate with other groups associated with the Chamber such as the Upper Perkiomen Business and Professional Women’s group and the Montgomery County Community College to name a few.
49 49 Getting Back To Main Street: A Revitalization Plan for Pennsburg Façade Improvements
A key part of revitalization will be the enhancement and improvement of the historic nature of Main Street, and to a lesser extent, Route 663. By assisting business owners in creating and maintaining attrac- tive storefronts and minimizing the effects of construction and vacancy, a unique sense of place can be created. This will encourage greater investment and larger numbers of outside visitors.
A façade improvement program can help achieve this goal by provid- ing incentive for local business and property owners to improve their street facades and signage, and contribute to the attractiveness of the core commercial district. As part of a comprehensive approach, it can be a positive visible signal to the community and surrounding region.
Program goals should be to: • Work in partnership with the private sector to stimulate private investment in the commercial core • Focus investment on visible improvements • Foster civic pride in Pennsburg’s history through improved historic buildings • Protect existing historic buildings from deterioration and demolition while increasing their aesthetic and economic val- ues • Beautify the commercial district so that it positively reflects on neighboring residential areas • Increase business by generally making the district more attrac- tive • Promote new development that is aesthetically compatible with Pennsburg’s historic core
Façade improvement programs are defined rather broadly, and can be either grants (that will fund a certain amount and usually require a per- cent match from the participant) or low to zero interest loans, and of- ten are a combination of both.
aged with façade improvement programs; results can look similar to this treatment at Rts. 663 & 29. Figure 5.6. Design guidelines can also include provisions for period paint colors and trims. 50 50 Chapter 5 : Economic Incentives How It Could Work
Funding for façade improvement programs are available from a num- ber of sources. State-level funding is available from the DCED for a number of economic incentive programs, including façade improve- ments, sign grants, and small business loans. To be eligible, the com- munity must be a member of DCED’s Main Streets program. This pro- gram is modeled after the National Trust’s Main Streets program and requires the establishment of a local organization dedicated to down- town revitalization and the management of downtown revitalization efforts by hiring a full-time professional downtown coordinator.
County funding is achievable through the Montgomery County Revitali- zation Program. The community dispenses the funds as a 50/50 matching grant, meaning that the Borough, with County funding, would pay for 50% of the improvements and the business/individual would pay for 50%. Funding can also be pursued via the County’s Eco- nomic Development Program. More specifically, the Program’s Central
51 51 Getting Back To Main Street: A Revitalization Plan for Pennsburg Façade Improvement Case Study Coatesville, PA Like many other small communities in the region, Coatesville, Chester County has established a Main Streets program through DCED. As part of the four point approach, they have instituted a comprehensive façade improvement program. The purpose of the program is to maintain and enhance the historic character of downtown Coatesville. Any building owner or business owner/tenant with lease authority or authorization from the building owner can apply for funding. All non-residential areas of the city are eligible such as: • Exterior building repairs and improvements including exterior painting, removing inappro- priate or incompatible exterior finishes and materials, and restoring exterior finishes and mate- rials. • Installation of safety glass. • Recessing / reconfiguring of existing doors and entrances. • Repairing or replacing existing storefront window systems. • Signs (new, repair-
• Exterior building and sign lighting, dis- play area lighting. • Roll-down grate and grate box removal • Installation of electronic security systems • Awnings; new, repairs or replacement of existing. • Restoration or replacement of deteriorated or hazardous sidewalks. Design guidelines act as a blueprint for projects, and all projects must be approved by a design review committee. As a matching reimbursement program, the applicant pays for the improvement and the City of Coates- ville reimburses up to half. The amount of the match must be at least 1:1 (the applicant pays $1 and City of Coatesville pays $1) up to a maximum grant contribution of $5,000 per project. The maximum project limit may be increased based on the size of the building, the scope of the project and/or the impact on the overall improvement of the business district. 52 52 Chapter 5 : Economic Incentives Business District (CBD) Fund is geared toward the downtowns of revi- talization communities. Minimum match for the CBD Fund is 50% of project costs and the maximum grant is 30% of project cost or 50% for a loan ($750,000 project minimum cost and maximum funding of $3,000,000). The County Program also offers other funding sources for various types of projects.
Only businesses or property owners within a specified area would be eligible for the façade improvement program. In Pennsburg’s case the suggested target area would be Main Street. Funding can then be made available to property owners whose plans meet pre-determined criteria, such as programmed design guidelines, and whose improve- ments will add to the desired overall aesthetic that the Borough or an appropriate economic development entity has decided upon. Some suggested criteria might include factors such as:
• The current condition of the building and its façade • How the improvement complements the Borough’s public improvement strategies • How the building complies with borough code and zoning re- quirements • The building’s conformity to community design guidelines • The creative value of the project
In order for the program to be successful it is necessary to adopt a set of definitive guidelines. It should be clear to potential applicants which projects qualify and which do not.
In addition, guidelines ensure a greater sense of cohesion with respect to the aesthetic improvements made. These parameters could be as simple as written guidelines and include the following:
• Respect for the original features of the building including the use of color and suitable materials • Limiting additional signage by incorporating it into the build- ing's design
• Use of suitable landscaping that will aid in the preservation of community scale and character Figure 5.9. Cheerful, colorful banners can be part of a broader marketing campaign. 53 53 Getting Back To Main Street: A Revitalization Plan for Pennsburg Marketing Strategies
Successful downtowns present a unified image to keep investors, con- sumers and visitors coming. This image is based on the quality and value of local goods, and the community’s present and historic culture which helps create a unique and enjoyable physical environment. This mix of ingredients is what makes no two places exactly alike. Promo- tional image-building shows the downtown in a positive manner. Downtown organizers should create events and activities that reveal many different views and aspects of the community. Efforts should fo- cus on developing community pride and heightening awareness of what is distinctive about the community and its downtown. The key is to create a healthy mix of retail promotions, special events and festi- vals, and public relations.
A collaborative downtown marketing plan is essential and will assist the Borough in focusing on steady progress and small, yet visible results. A consultant or even a local college marketing class can help develop a plan. As part of this, an umbrella organization should be established. It can be part of a larger organization that will handle the façade im- provement and small business development programs as well, or it can be a smaller committee or group that is part of a broader effort, such as the Upper Perk Chamber of Commerce. This organization can then issue press releases and public service announcements, as appro- priate, about achievements and events. As much as possible the Bor- ough should aim to get out the word about the building of downtown, its progress, and accompanying events.
Goals of the program should be to: • Enhance the visual appeal of storefronts with façade modifica- tions, signage, and window displays • Utilize marketing techniques to promote the commercial core through organization or business partnering, shop downtown campaigns, special events, and tourism promotion • Strengthen merchant organizations
tion to existing community assets. Figure 5.11. Creative ways to draw people from outside the region into the Borough is important to consider in developing marketing tools. 54 54 Chapter 5 : Economic Incentives Marketing Case Study
A series of special events that add more activity to the downtown should be developed and advertised. These can include existing events and festivals such as Community Days and the Hometown Christmas Parade. They can also include farmers’ markets, heritage celebrations, and other high quality events. The aim is to establish signature events that will grow in attendance each year.
Presence on the internet is vital. The Borough could consider hiring an internet consultant or working with a high school, college, or other educational group pro bono to develop a downtown web site or inte- grate a downtown element into the borough’s existing website. This should be done in conjunction with the chamber of commerce, the merchants’ association, East Greenville and Red Hill Boroughs, or other local and regional groups to ensure that marketing efforts and economic development strategies are in sync. As part of this and other efforts, a distinct identity for the Borough’s commercial core will emerge, and a logo for printed materials, posters, and banners should be developed. Figure 5.12. Marketing will let both residents and visitors know that Penns- burg is open for business! |
