Conclusion

After this project, I feel that I have a better understanding of the obstacles that cities and towns face when attempting to market itself.  About ten years ago everyone needed a website, now it all revolves around being visible on social media outlets. For many organizations the constant changes in technology can often be intimidating, over whelming, and not cost effective.  In many cases the old saying of “If you build it, they will come” does not always work. In these tougher economic conditions, you have to find a way to do more with less. I have learned so much about Hillsboro, and how it’s truly a special place.  Utilizing the internet provided me the opportunity to look at Hillsboro, and then compare it to cities similar in size to identify its strengths and weaknesses versus cities that would be viewed as competition.  Since there is not a “one size fits all” solution this assessment, I felt that was a way to provide answers to some of the questions of how did the town of …….create a new town center; it’s completely visible online.
 
 I feel that the blog provides the opportunity for an ongoing conversation without the expensive cost to maintain a website or with the creation of a position to do so. The blog if continued will give the community and the organizer a way to share ideas continuously without organizing a large community event or function.

 The city is well positioned at the center of it all. Just an hour from the Metroplex, and 2-3 hours from everywhere else (Houston, Austin, San Antonio, etc), the city is a true gem that has the potential to serve as the gateway to anywhere for any business or person that chooses to relocate there.  Hillsboro has the rare mix of being easily accessible, cost effective, friendly, and at the center of it all.

Main Street Program

In my earlier posts I discussed community marketing campaign's, internet visibility, and what I saw on a walking tour of downtown. I began to brainstorm for some options to strengthen the presence of the Main Street Program in Hillsboro.  After visiting, I realized that there have been projects undertaken by the city in an attempt to restore the square. There have been planters constructed, new benches, a redefined streetscape, and signage added to the streets that are considered to be within historic downtown Hillsboro. After reviewing a few other cities main street redevelopment programs, I concluded that the revitalization efforts of many of these cities were guided by the same basic principles. These principles are the adaption of uniform design standards, organization, promotion, and economic restructuring.  The National Trust for Historic Preservation’s National Main Street Center developed the Main Street Four Point Approach for commercial revitalization. Since that time, some communities have adapted an additional element that focuses on smart growth and sustainability.

As a result, these approaches emphasize the importance of working simultaneously in the following areas:
• DESIGN: Enhancing the physical appearance of the commercial district by rehabilitating historic buildings, encouraging supportive new construction, developing sensitive design management systems, and long-term planning
• ORGANIZATION: Building consensus and cooperation among the many groups and individuals who have a role in the revitalization process
• PROMOTION: Marketing the traditional commercial district's assets to customers, potential investors, new businesses, local citizens and visitors
• ECONOMIC RESTRUCTURING: Strengthening the district's existing economic base while finding ways to expand it to meet new opportunities and challenges from outlying development
• CLEAN, SAFE, and GREEN: Enhancing the perception of a neighborhood through the principles of Smart Growth and sustainability

Although Hillsboro has a program adopted, I feel that the program is not marketed effectively and fails to offer information about the comprehensive strategy of the plan as well as the services that are available to potential businesses that are considering relocation.

Here is link to the State of Washington's guide for organizing a successful main street program.

Successful Downtown Revitalization

Listed below are three examples of  main street program sites that include many of the points that I addressed in the post.

Murfreesboro, TN.

Ripon, WI.

Grandview, MO.

Community Marketing Campaign

As I mentioned in an earlier post, image is everything.  How do you appear to the world?  I feel that communities must develop effective marketing campaigns in order to separate themselves from their competition. The mission is to collectively market the city of Hillsboro to recruit quality companies and diversify Hillsboro’s employment base. As with any successful company, Hillsboro needs to market itself as a place where opportunity, technology, and the quality of life is what makes this a premier place to relocate a company or a family. When companies or residents look at locating in Hillsboro, they look at the community as a whole: schools, parks, housing, amenities, higher education, public safety, health, and medical care. The goal is to collectively market our product, Hillsboro, in order make the area a prime destination.

Example marketing campaign to attract tourist, and residents

Throughout the area, Hillsboro should become a recognizable brand in order to promote a consistent image or identity that continuously builds on the areas location and the appeal of the community's residential, educational and business opportunities while positioning the community for future success. A theme captures the community, and the innovation and creativity of all the key stakeholders involved.

Here are a few sample city marketing sites:

Lowell, MA.

Mt. Vernon, WA.

Renton, WA.