Downtown Annual Review 2020
DOWNTOWN Year in Review As we reflect on 2020, it was definitely a year we will never forget. Was it the year we envisioned? Definitely not. However, the silver lining through the haze of a global pandemic is the blossoming resiliency of Downtown Garland. An elevated level of creativity and partnerships emerged in unprecedented times, and the momentum of revitalization efforts maintained. This report highlights what can be accomplished when private, public and community investments work together toward a common goal of building a stronger Downtown and a better Garland. DOWNTOWN ANNUAL REVIEW 2020 2
the silver lining through the haze of a global pandemic is the blossoming resiliency of Downtown Garland.
STAKEHOLDER Focus Group
DOWNTOWN DEVELOPMENT Office The Downtown Development Office (DDO) continued to develop powerful working relationships with Downtown merchants and property owners, charitable organizations, the Garland Chamber of Commerce, and various municipal departments. Together, the DDO and Visit Garland, the City’s Convention & Visitor’s Bureau, position Downtown as a premier destination.
Continuing through the design phase of the Square Redesign and infrastructure projects, focus groups were interviewed for preliminary feedback regarding conceptual proposals.
MARKETING Assessment
Civic Brand was selected to assist the City in creating an overarching identity and vision for marketing and promoting the Downtown district. Services include proposing a strategy to attract new visitors, repeat customers, commercial investors, and residents to Downtown Garland.
SMALL BUSINESS Support
DDO worked with Downtown stakeholders on general and major projects throughout the year. At the onset of the pandemic, DDO disseminated information to stakeholders and connected small business owners with available resources. DOWNTOWN ANNUAL REVIEW 2020 3
Downtown Amenities OUTDOOR Dining Pops of color debuted on the Square just in time for spring. Large shade umbrellas and comfortable outdoor seating create a year-round, public patio centered in the core of Downtown.
DOWNTOWN ANNUAL REVIEW 2020 4
SEASONAL Décor Fall décor set the tone for the holidays. Starting at the Square and spanning east and west from Fourth to 10th along Main and State streets, clusters of harvest vignettes covered the district.
DOWNTOWN ANNUAL REVIEW 2020 5
Infrastructure
DOWNTOWN ANNUAL REVIEW 2020 6
Square Concept Design
Concept plans for long-awaited improvements to the Downtown Square were presented to City Council in April, following public engagement efforts with residents and local business leaders. Council unanimously approved the concept plan, which envisions features such as a performance plaza, recreational lawn, shaded pavilion, imaginative play area, space for small gatherings and special programs, as well as an artfully illuminated promenade. This revitalization project will create a pedestrian-friendly environment, maximize activation of the space, and enhance the economic vitality of the district. Up to 15 blocks of streetscapes will also be improved to enhance connectivity throughout the heart of the community.
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Programs
Façade - This matching grant program was developed to
assist commercial property owners in improving façades within the Historic District boundaries. Two projects completed immediately adjacent to the Square during the pilot year of this program demonstrate what can be achieved through established collaboration in public-private investment. Page 1 of 1
113 N. Sixth St.; Shirlee Mae; TDA award finalist, read more on page 20 DOWNTOWN ANNUAL REVIEW 2020 8
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507 State St.; Intrinsic patio - to the left before renovations DOWNTOWN ANNUAL REVIEW 2020 9
Promotional Events Year two in partnership with the Garland Chamber of Commerce, Small Business Saturday brought holiday shoppers into Downtown to enjoy free food, drink samples, event-exclusive deals, and live music. More than 150 attendees registered in advance, and 24 local businesses created an experience for their customers found “Only in Garland”. ~Participating
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DOWNTOWN ANNUAL REVIEW 2020 10
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A GARLAND EXPERIENCE FEATURING MUSIC BY:
Bobby Orozco
Merchandise at SailingWestMusic.com
LIVE PAINTING BY:
Jessica Orozco
Auction and after-party from Marigold House on Facebook Live at 8 p.m.
STREAM ON FACEBOOK @GARLANDTXGOV
THURSDAY
MAY 28 7 P.M.
Event-exclusive promotions from local businesses make this an unforgettable night. Your favorite Mom & Pop has details!
Made Fresh & Local
Though the pandemic may have stolen the best Sounds of Summer Concert Series in Downtown Garland, the homegrown and creative spirit of the district persevered. Local talents and businesses came together to create a virtual concert experience enjoyed from the comfort of a couch. Read more on pages 20-21.
#OnlyInGarland #MYMGarland
DOWNTOWN ANNUAL REVIEW 2020 11
SQUARE
SQUARE Outdoor dining elevated to an upscale picnic with comfortable seating and large umbrellas. Downtown restaurants offered takeout orders that diners could enjoy outside on the Square. Thirsty? Visit Downtown on the third Thursday of the month and we’ve got you covered. Businesses extend their hours and host a district-wide open house. Customers can enjoy complimentary beverages while shopping for unique finds and event-exclusive specials. Holiday storefront contest Businesses throughout Downtown created festive scenes for the shopper and selfie alike.
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Campaigns
Shops in Downtown Garland offered online shopping paired with the ease of curbside pickup for an easier and safer holiday shopping experience.
Thirteen eateries situated on Main, Sixth and State streets teamed up to offer a tantalizing menu of all things “fit to be fried” through the month of September. Downtown Garland crafted a State Fair foodie oasis out of the pandemic came a new tradition to look forward to each year.
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Small Business SPOTLIGHT SERIES Social media campaign featuring 10 businesses in a series of five videos focusing on the stories and faces behind Downtown retail, restaurants, artists and personal wellness services.
ROCK INK
FRocksy & Karin Wiseman BAKERʼS FURNITURE collection
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Jimmy Wallace Guitars
Roach Feed & SEED
PAW PAWʼS
3Q FITNESS Current artist workshop
DOS BANDERAS DOWNTOWN ANNUAL REVIEW 2020 15
Attractions GARLAND LAN DMARK MUSEU M
EXPLORE ritage
History, Culture & He Celebrate Garland’ s rich arts history, from the late 1800 s to today.
Open Saturdays
10 a.m. to 2 p.m.
FREE Come see
our two newest exhib its: Quilt Making in Garl and Garland Arts & Ente rtainment located at 393 N. Sixth St.
GarlandHeritage.com
DOWNTOWN ANNUAL REVIEW 2020 16
Landmark Museum History, Culture & Heritage
The museum expanded operating hours and programming for record attendance in 2020 despite the pandemic. • 692 visitors during business and operating hours • 1,663 people attended events from Heritage Crossing
URBAN MARKET FOOD AN Urban Market Food and Finds Pop-Up
This pop-up market takes place on the second Saturday of each month, March through December (excluding August), in the heart of Downtown Garland. This “Food and Finds” market features local vendors specializing in farm-fresh foods as well as vintage, repurposed, upcycled and handcrafted goods.
MAR
APR
D FINDS POP-UP
MAY JUNE JULY SEPT OCT NOV DEC
13 10 8 12 10 11 9 13 11 Pop-Up Market on the second Saturday of each month, March through Dece mber (excluding Augu st) in the heart of Down town Garland. This “Food & Finds ” market features local vendors speci alizing in farm-fresh foods as well as vintage, repurposed , upcycled and handcrafted good s.
VisitGarlandTX.com
DOWNTOWN ANNUAL REVIEW 2020 17
RESILIENCY
Unprecedented times spurred creativity, resiliency, and a district-wide pivot in response to operating limitations due to COVID-19.
The Art Lounge designed and delivered themed art kits to aspiring artists of all ages. Socially distanced art classes were hosted throughout the year.
VIRTUAL FITNESS • Shakti Yoga • WHoly Formed Yoga • 3Q Fitness
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FRONT PORCH
PERFORMANCE at Millhouse
Karin and Tracy’s Online Extravaganza: A Facebook Live personal shopping experience virtually enjoyed from the comfort of your couch.
Retail & restaurants
Restaurants created new menu items, operating hours, and service models to best suit unprecedented times.
FRONT yard PERFORMANCE AT MAIN STREET CAFE DOWNTOWN ANNUAL REVIEW 2020 19
AWARDS
Made Fresh & Local: A Garland Experience was named winner of Best Promotion Digital Campaign by the Texas Downtown Association. For more than 30 years the awards program has recognized outstanding projects, places, and people of Texas downtowns. The Sounds of Summer Concert Series was canceled due to the pandemic. Local musician and artist duo Bobby and Jessica Orozco stepped in to create a virtual concert experience from Downtown Garland. Local businesses cross-promoted with event specials and merchandise, then later further collaborated with the Orozcos. The concept expanded to become a streaming concert series of nine performances, which started in late June and featured a variety of musical styles. The Shirlee Mae Building was a finalist for Best Renovation in the 2020 President’s Award for Texas Downtown Association. The two-story building in Downtown, originally the IOOF building, dates back to 1897. Owner Tom DeNolf transformed the building to capture a magnificent balance of old and new. DOWNTOWN ANNUAL REVIEW 2020 20
Streamed performance at the Plaza Theatre DOWNTOWN ANNUAL REVIEW 2020 21
SOCIAL INFLUENCER Mentions
@cookiesbychrysta DOWNTOWN ANNUAL REVIEW 2020 22
@dallaseatmore
@shefliesfromdallas
@shefliesfromdallas
Behind the Menu - Series launched to share the personal side of small businesses throughout Garland and illustrate what makes them so special to the community.
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PUBLICITY & Advertising
Downtown’s Women in Business were featured in the Garland Guide, an annual publication produced by the Garland Chamber of Commerce. DOWNTOWN ANNUAL REVIEW 2020 24
Wild Grace, courtesy of Garland
Intrinsic Smokehouse Brewery. Courtesy of City of Garland
PARTNER CONTENT
PARTNER CONTENT
Eclectic, One-of-a-Kind Stores to Explore
The Answer to ‘What’s for Dinner?’ Is in Garland
Everything you never knew you needed is in Garland.
(Yes, Garland)
DOWNTOWN ANNUAL REVIEW 2020 25
MEDIA Coverage A GARLAND EXPERIENCE
Urban Market
Made Fresh & Local
Scavenger Hunt Fair Fare
Only in Garland
Square Meal DOWNTOWN ANNUAL REVIEW 2020 26
Reddit and local news
Social distancing signs:
15.2K Up votes and more than
226 comments
Made Fresh & Local reached 42.4K people on social media and enticed more than 525 responses in the debut performance alone.
Labor Day was our
biggest day for fair food and was over
400% busier
than the Monday before. -Participating Restaurant Fair Fare Campaign
Fair Fare Campaign
captured almost
$50,000 in publicity
value of coverage around the state and reached an audience of 3,205,740 people.
Fair Fare Campaign
Best thing that’s happened since the pandemic and paired well with the Square Meal Campaign.
-Paw Paw’s
Thirsty Third Thursdays hosted more than 50 visitors to Downtown Garland within the first two Thursday events of the campaign.
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Want to know more about Downtown Garland? Contact Letecia McNatt at LMcNatt@GarlandTX.gov DDO - GarlandTX.gov/Downtown-Development-Office GDBA - DowntownGarland.org
DOWNTOWN DEVELOPMENT
Visit Garland - VisitGarlandTX.com Heritage Crossing - GarlandHeritage.com Urban Market - Facebook.com/TheUrbanMarketTX