2021
ANNUAL REPORT Downtown Lynchburg Association
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TABLE OF CONTENTS
PG 4 – REGAINING MOMENTUM PG 5 – STRENGTHENING OUR CITY
PG 6 – OVERALL BUSINESS SUPPORT PG 7 – RETAIL + RESTAURANT SUPPORT
PG 8 – PROMOTION + MARKETING PG 9 – PROMOTION + MARKETING
PG 10 – ART ALLEY PG 11 – ART ALLEY
PG 12 – DOWNTOWN FIREWORKS PG 13 – A WELCOMING ENVIRONMENT
PG 14 – 2021 FINANCIAL REVIEW PG 15 – OUR 2021 DONORS
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REGAINING MOMENTUM GETTING BACK ON TRACK POST-PANDEMIC
DINING 2019– $1,616,055 2020– $1,032,894
SHOPPING 2019– $349,663 2020– $210,566
AMUSEMENT 2019– $102,713 2020– $18,539
2021– $1,511,973
2021– $317,550
2021– $59,947
PROPERTY 2019– $188.5M 2020– $229.1M
LODGING 2019– $663,003 2020– $336,773
VISITATION 2019– 4M/yr 2020–2.9M/yr
2021– $259.8M
2021– $543,797
2021–3.7M/yr
Tax revenue data provided by the City of Lynchburg. Visitation estimates gathered from Placer.ai data.
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STRENGTHENING OUR CITY DOWNTOWN LYNCHBURG ASSOCIATION
OUR ORGANIZATION Downtown Lynchburg Association (DLA), a 501(c)(3) non-profit organization, works to create a strong, vibrant, and welcoming downtown with a unique and historic character. We are an accredited program of Virginia Main Street and the National Main Street Center, and a member of the International Downtown Association. For almost twenty-five years, we have worked in partnership with the City of Lynchburg to sustain and develop Downtown as a vital economic, cultural, recreational, residential, and historic center for our community.
2021 PRIORITIES Foster a thriving and diverse storefront economy that supports Downtown Lynchburg's business community, excites visitors, and meets the needs of residents. Cultivate a lively and engaging downtown atmosphere that identifies Downtown Lynchburg as a destination for locals and tourists alike. Create a truly welcoming environment that enhances the experience of Downtown Lynchburg visitors and residents.
BOARD OF DIRECTORS PRESIDENT Court Shipman Gentry Locke Attorneys VICE PRESIDENT Dave Henderson The Water Dog SECRETARY Ashley Rae Vaughan Wells Fargo TREASURER Sandy Lawrence Innovative Wireless Technologies PAST PRESIDENT Brandon Farmer Bank of the James CITY LIAISON Jeff Bandy City of Lynchburg Anna Bentson City of Lynchburg Chris Boswell Barracks Financial Group Charese Jefferson Financial Fancy, LLC David Cook VA Department of Transportation
AWARDS + RECOGNITION
Billy Hansen Hansen Realty Advisors
In 2021, DLA was recognized by both the International Downtown Association and Virginia Main Street with Awards of Excellence for the Downtown-A-Thon that we held in July 2020. This 12-hour telethon was conceived and executed with the goal of highlighting our downtown businesses and raising funds to assist them during the height of the pandemic. These were highly competitive award processes, with cities all over the country vying for recognition. Thanks to our resilient community, we were able to rally together in order to see Downtown Lynchburg come out stronger as we pressed on towards a better future.
Brandon Jones Pacific Life Todd Leap Bailey Grey Dennis Marcinik The Virginian Hotel David Midkiff Stifel Don Pendleton Consensus Real Estate Jennifer Slightham 434 Marketing Dorie Smiley Academy Center of the Arts
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OVERALL BUSINESS SUPPORT
BUSINESS COMMUNICATION DLA strives to always keep the lines of communication open between our organization and the downtown business owners, providing information that will help them adapt and succeed in an ever-changing business climate. We do this through consistent email updates, newsletters, direct outreach via social media, and in-person visits throughout the year. This frequent communication allows us to keep a finger on the pulse of small business needs so that we can provide them tools that will help them find success.
BUSINESS SURVEYS Throughout the pandemic, DLA quickly realized that one of the most efficient ways to learn of the challenges and needs of the downtown businesses was to periodically conduct surveys. These results gave us a stronger idea of how to best assist the businesses, while reaffirming our intentions to drive traffic downtown by creating more public art, providing strong marketing and promotion, and offering exciting public events. Their responses guided the work you will read about in this report.
SOCIAL MEDIA AUDITS DLA began the year by offering free social media consulting for downtown businesses. This provided an opportunity for business owners to sit down with our Marketing Coodinator and learn tips and tricks for promoting their own businesses. As an added bonus, we provided product/shop photography at no cost for businesses to use on their websites, social media pages, promotional material, and more. We had more than a dozen businesses take advantage of these offers.
AVAILABLE PROPERTY DATABASE In late 2021, we launched the Downtown Available Property Database on our website, with the goal of connecting entrepreneurs and business owners to available spaces in Downtown Lynchburg. We have a strong desire to see our empty storefronts filled with flourishing small businesses, and we believe that this effort will act as a catalyst for growth. We want to create connections so that new shops, restaurants, attractions, and other businesses can be added to the downtown scene.
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RETAIL + RESTAURANT SUPPORT SMALL BUSINESS SATURDAY For Small Business Saturday (SBS) 2021, DLA focused on a variety of different ways to highlight small businesses in Downtown Lynchburg and to drive foot traffic into their stores during the holiday season. This work included: Working with local print, radio, and TV stations to provide co-op marketing opportunities. Interviewing 12 small business owners and highlighting their stories on our social channels. Creating the Downtown Lynchburg Retail Shop Crawl, with 18 participating businesses. Highlighting businesses’ SBS promotions and deals on our website and social media. Providing physical and digital marketing collateral to Downtown Lynchburg businesses.
RETAIL SHOP CRAWL Eighteen Downtown Lynchburg retail shops participated in our Retail Shop Crawl on Small Business Saturday. Shoppers had an opportunity to win one of ten $100 gift cards for every six shops they visited on SBS this year. Fifty-eight individuals took part in the Retail Shop Crawl, and 50% of those people had visited 12 or more of the participating shops on Small Business Saturday.
GIFT CARD PROGRAM The Downtown Lynchburg Gift Card Program has continued to create new opportunities for our community to shop small and support local businesses since launching in the summer of 2020. Last year, we onboarded 10 new businesses (retail, restaurant, service, and attractions) to the program, bringing the total to 44 that accept these gift cards.
$33.8K in gift card redemptions in 2021
$45.8K in gift card redemptions to date
$50.5K in gift card activations in 2021
$96.9K in gift card activations to date
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PROMOTION + MARKETING SOCIAL MEDIA ENGAGEMENT In the past 5 years, DLA has utilized our social media presence as an essential way of getting information to the community. Throughout 2021, we continued to see a jump in followers, engagement, and video content views on our various platforms. With our social media following, website traffic, and newsletter engagement, there is an opportunity to quickly and effectively promote all things downtown — including events, new businesses, public art installations, shopping promotions, restaurants, and more.
@downtownlynchburg
16.5K
14.5K
INSTAGRAM FOLLOWERS
20% INCREASE
OVER 2020
FACEBOOK FOLLOWERS
14% INCREASE
OVER 2020
INSTAGRAM REELS
DOWNTOWN VIDEO
In 2021, we hit Instagram Reels hard as we saw that our engagement and following grew with each new Reel posted. Over the course of the year, we posted 58 Reels that gained over half a million views (566,004).
DLA premiered an exciting new promotional video highlighting all that Downtown has to offer. The video clearly struck a chord, as it was viewed over 11k times and reached 18k accounts across all social platforms.
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PROMOTION + MARKETING FROM ALL ANGLES DLA uses a variety of tools to market and promote the many business, attractions, amenities, and events in Downtown Lynchburg. With creative blogs, engaging webpages, exciting videos, and informative newsletters, we highlight a downtown experience that entices the community to come support our local businesses. Thanks to our community that stays engaged with our content, we are able to continue providing helpful information that highlights the downtown experience.
downtownlynchburg.com
WEBPAGE VIEWS DINE
11,170 36% INCREASE
EVENTS
6,593 51% INCREASE
SHOP
4,981 25% INCREASE
OVER 2020 OVER 2020 OVER 2020
128k TOTAL WEBPAGE VIEWS
2021 STANDOUT BLOGS JULY 2ND FIREWORKS GUIDE
DOWNTOWN WINTER DINING
DOWNTOWN DECORATIONS
OUTDOOR SUMMER FUN
MEET THE ART ALLEY ARTISTS
DOWNTOWN PAMPER SPOTS
3,829 PAGE VIEWS
1,739 PAGE VIEWS
1,669 PAGE VIEWS
1,191 PAGE VIEWS
1,144 PAGE VIEWS
1,093 PAGE VIEWS
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ART ALLEY CONCEPTION Public art brings people together, improves quality of life, attracts visitors, and provides equitable access. While we wanted to accomplish all of these goals with Art Alley, our primary goal was simple: to spark joy. In a small area between Commerce Street and the Bluffwalk on 11th Street, we found a blank canvas with a whole lot of potential. We added murals (including a street mural!), overhead installations, and a rotating gallery to bring it to life. It is now a beautiful public space for residents and visitors to enjoy, and provides a much more inviting gateway to the Bluffwalk, a fantastic downtown amenity. Art Alley will bring excitement to our community and generate visitation to Downtown and our city for years to come.
ARTISTS + VOLUNTEERS Each Art Alley element was designed by a Central Virginia artist. While some pieces were created specifically by commissioned artists, the rotating gallery was open to all. In April of last year, we posted a call for artists and received over 60 individual submissions. The 15 pieces selected represent a wide variety of styles as well as artists from many different backgrounds. When it came time to paint the street, the community jumped in to help. Over 25 volunteers joined us for this month-long project – logging more than 80 hours – and we can’t thank them enough for their hard work!
PARTNERS + AARP GRANT We partnered with amazing organizations that helped fund this project, including AARP Virginia who awarded us the AARP Community Challenge Grant. We were honored to have been one of only 244 organizations nationwide (out of 3,500 applicants) to receive this distinction. We also want to thank our many sponsors and additional local foundations for their support, without which this project would not have been possible.
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ART ALLEY GRAND OPENING Art Alley officially opened to the public on October 1, 2021. We gathered with donors, artists and their families, and other project partners for an initial reception before welcoming the public into the space. Over 1,300 people walked the Bluffwalk that night, a 119% increase from previous Saturdays (average) in the month. Downtown was truly electric that night, and showed how public art and placemaking efforts can bring people together, create excitement, and provide an opportunity for the community to come Downtown to eat, shop, and explore.
WALL MURAL
BY EMILY HERR
“SPARK JOY” GALLERY
STREET MURAL BY LISA JONAS
JUST 3 OF THE MANY ART ALLEY ELEMENTS!
PUBLIC RESPONSE This new placemaking project has quickly become a photo lover's dream for the community. Visitors from all over the state have come to Downtown Lynchburg to experience this prime photo location for themselves. Below you'll see some user-generated content that has been circulating social media since the opening of Art Alley last fall.
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DOWNTOWN FIREWORKS TRADITION IN THE MAKING July 2, 2021 was truly a night to remember. Couples, friends, and families gathered in Riverfront Park, enjoying the festivities while they waited for the spectacle. And what a spectacle it was! Fireworks lit up the sky and were visible from vantage points throughout the city. The event was a hit, and it also brought thousands of visitors to the district, where they ate, shopped, and explored throughout the evening. We could not have pulled this off without the generous help of our title sponsor BWX Technologies, as well as WYYD, WDBJ7, and the City of Lynchburg.
GREAT FOR BUSINESS Some popular public viewing locations included Riverfront Park, the Bluffwalk, The Depot Grove Takeout Patio, and many parking garage rooftops along Main Street. In addition, The Water Dog, No. 7 Rooftop Bar, Fratelli Italian Kitchen, and Shoemakers American Grille had prime views and drew large crowds that evening. According to data from Placer.ai, we saw crowds of roughly 1,540 people in Riverfront Park that evening with a staggering 19,340 people in all of Downtown Lynchburg throughout the day.
3-4K
Estimated individuals that visited Downtown Lynchburg on July 2, 2021 to enjoy the Fireworks display
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40K
Total reach collectively from our Downtown Fireworks Instagram marketing between June - July 2021
26.7K
Total reach collectively from our Downtown Fireworks Facebook marketing between June - July 2021
WELCOMING ENVIRONMENT A THRIVING DOWNTOWN LYNCHBURG We want each and every Downtown Lynchburg visitor experience to be a positive one, which is why we work to make the environment more welcoming through placemaking activities, parking signage, public art installations, holiday lights activations, and more. In addition to the opening of Art Alley, DLA has worked to bring color and beauty to Downtown through maintaining our current parks and takeout patios, coordinating volunteer cleanups, and advocating for more holiday lights on Main Street. A welcoming environment shows that we care about our city and makes locals and visitors feel safe and at home.
MAIN STREET REOPENS After roughly two years of construction to replace important utilities and create beautiful streets and sidewalks, Main Street in Downtown Lynchburg officially reopened in December of 2021. Vehicles can now drive down Main Street from both directions, with two-way traffic creating a more businessfriendly atmosphere and safer space for pedestrians. Main Street businesses are overjoyed to welcome visitors back to the hub of our city.
HOLIDAY LIGHTS Holiday lights can make a downtown environment feel magical during the holidays. While the City of Lynchburg focuses on increasing light pole displays as road construction is completed, we focus on lighting the Bluffwalk and getting our downtown businesses involved. For the second year in a row, DLA hosted a storefront decorating contest, inviting visitors to enjoy beautiful window displays and vote for their favorite.
NEW BUSINESSES Following a consistent trend in recent years, we welcomed a variety of new businesses to Downtown Lynchburg in 2021. Over a dozen new storefront businesses (retail shops, restaurants, and services) joined our growing environment, providing more opportunities for residents and visitors to experience Downtown Lynchburg in new and exciting ways.
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2021 FINANCIAL REVIEW 2020 BUSINESS GIVING: $32,896 2021 BUSINESS GIVING: $39,748
9% Annual Business Giving 7% Annual Individual Giving 13% Event/Project Sponsorship 24% Foundations/Grants
2021
21% INCREASE
4% Event/Program Revenue
INCOME
13% Contracts
2020 EVENT/PROJECT SPONSORSHIP: $21,300 2021 EVENT/PROJECT SPONSORSHIP: $54,250
22% In Kind <1% Miscellaneous Income <1% Interest 8% Other Income (PPP)
155% INCREASE
$291,522
2020 FOUNDATIONS & GRANTS: $73,386
32%
TOTAL INCOME 2020
$425,819
2021 FOUNDATIONS & GRANTS: $101,705
INCREASE IN TOTAL INCOME
39% INCREASE
TOTAL INCOME 2021
BUSINESS PARTNERS + EVENT SPONSORS
434 Marketing
The Water Dog
Framatome The Virginian Hotel
Cudd Construction
Rebkee Company
Double Tap Media
Freedom First Credit Union
Shrader Stone
Accents Flags & Gifts
El Jefe Taqueria Garage
YMCA
Three Roads Brewing Company Northwestern Mutual Financial
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Hello Studios
Depot Grille
Fratelli Italian Kitchen
Barracks Financial Group
The Glass House
Market at Main
Parry Restaurant Group
Pap's Cigar Co.
Bootleggers
Hansen Realty Advisors
William and Henry
Redely, LLC
Wells Fargo
Campbell Insurance
Mission House Coffee
Blue Ridge Mortgage
Spearman Artisanry
Jamerson-Lewis Construction
Architectural Partners
Aji Ramen and Sushi
Bikes Unlimited
Davidson, Doyle & Hilton
No. 7 Rooftop
Babcocks Auto Service
Financial Fancy
Altus Group, Inc.
Coleman-Adams Construction, Inc.
Skyline
Duke's Diner
Small Batch BBQ
Baby B's & More
Thomas S. Leebrick, P.C
Foster Fuels
OUR 2021 DONORS ANNUAL FUND SUPPORTERS Jim & Susan Ackley Jeanne Allen Sallie Anthony Jeff Bandy Victoria Bartholomew Sam & Laren Baum Janice Benejan Thomas & Anna Bentson Jill & Pete Bentson Terry & Bob Brennan Tim & Kelly Bresnahan Stuart & Mary Brust Daryl & Johanna Calfee Dennis & Regina Carter Kaye Chandler Robert & Kathy Chase Michael & Patricia Christian Julie Clark Holland Coleman Don Pendleton David Cook Benjamin & Cyd Cowgill Hal Craddock Mary & Jud Dalton James Davis, III Sarah Davis Rosemary & George Dawson Bobby Evans Nelson Evans John & Anja Falcone Maegan Crews Fallen Brandon & April Farmer Rodger & Ann Fauber Jill & John Fees Jean & Edward Fielding Alicia Finney Libby & Paul Fitzgerald
Colin & Kayanne Ford David Foust Rebecca & Nick Frye Don Fuss Rex & Gail Geveden Frances Giles Kay Green Dina Gregory & David Lee Chip Harvey Becky Hawkins Sarah Hellewell Dave & Jess Henderson Ronald Henderson Matt Hooker Stephanie Howard Megan & Matt Huffman George Hurt Elaine Jackson Edwin James Brandon Jones Ula & Alan Kauppi William & Nancy Kershner Sandy & Jeff Lawrence Todd Leap & Mark Little Elizabeth Lo Rick & Robin Loving Jennipher & Mike Lucado Catherine & Mike Madden Luke Malloy Dennis & Chris Marcinik Bob & Judy Martin Billy McBratney Thorne McCraw Amanda & Nate McGovern Carol Mello Evan & Leray Mickles David Midkiff
Phillip & Brittany Minard Jennifer Wills & Javaun Moradi Katy & Chal Nunn Erik & Anne Nygaard Kim & Leslie Payne Hoa & James Peery Don Pendleton David Petty Reg & Janice Puckett Cary Roberts Maria & Josh Rolf David & Anne Royer Kathryn Scott Andrew Shimpock Court Shipman Dorie Smiley Elise & Adam Spontarelli John Stone Aaron & Elizabeth Stroud Bonnie Svrcek James & Ruth Talian Anne Taylor & Joseph James Mary & Rob Taylor Elizabeth Twery & Gage McAngus Marjette & Tom Upshur Roger Vaden Kent & Kay Van Allen Ashley Rae & Jeremy Vaughan David & Margaret Vaughn Jessica & Drake Watts Jen Webb Charlie & Kennon White Kent & Michelle White Scott & Leah Wiebe Pat & Noel Yeatts Heather Zippel
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901 CHURCH STREET, SUITE 103 LYNCHBURG, VIRGINIA 24504
www.downtownlynchburg.com