South Granville Summer is a "summer in the city" using economic development, marketing and placemaking strategies to encourage people back into the neighbourhood for shopping, dining and socializing.
- New Street Food Truck Pod
- Free Outdoor Yoga
- Free Curbside Concerts
- New Outdoor Patios
- New Public Space programming
- New Outdoor Craft Market event
- New Take-Out program
- New COVID Recovery Plazas
- New Banners
- Public Art: Murals
- Liquor permitted plaza
In a sleepy, quiet shopping district sandwiched by residents of Fairview, we launched an extensive calendar of events to smooth the return to shopping and dining after a long pandemic apart.
This seasonal marketing campaign helped 200 street level businesses of the South Granville neighbourhood of Vancouver, BC recover and adapt to the impacts of the COVID-19 pandemic the summer of 2021.
Here are the issues we had to overcome.
- SG restaurants had 90% decrease in sales due to the Stanley Theatre shut down by mandate.
- Business had their capacities reduced by the public health order.
- Low consumer confidence for in person shopping or dining.
- People were working from home, struggling with isolation, mental health, stress, uncertainty caused by the pandemic.
- Not enough places for people to eat or buy groceries affordably. Groceries were often bought at Shoppers Drug Mart as the closest grocery store was too far for more people to trek. The price points of the local restaurants were too high for most residents.
- Residents - many female, seniors, young families and many without personal vehicles struggled with access to affordable food.
- Transit ridership at all time low.
- Broadway Subway construction. People were avoiding the area due to stigma from the Cambie Corridor Construction.
- Tourism businesses counted on staycations and return to city, but people fled to Island and Okanagan instead.
- BEND AND GLOW YOGA. On Sunday mornings, certified Yoga teachers provided peace seeking folks with relaxing stretches and breathing exercises on Plaza on 14th. Afterward, 65% of Yoga attendees spent time in South Granville after the class. Groups would venture into the neighbourhood for one of our legendary brunches, detoxing smoothies, or artisan coffees. Free Yoga exposed new people to South Granville and reconnected with local residents.
- PLAY IN THE PLAZA. Giant board games and a sharing library would pushed onto the plaza in pleasant weather for people to enjoy. These micro activations provided a sense of buzz and liveliness and increased people's desire to be and shop in the neighbourhood.
- PATIO. Increase visitation to South Granville restaurants during hardship. Over 16,000 engagements on IG alone. Gave South Granville recognition for being a foodie destination when Stable House Bistro was voted best patio in the neighbourhood & Best Extended Curbside Patio in the city!
- LIQUOR PERMITTED PLAZAS. South Granville agreed to host two Liquor Permitted plazas as part of a pilot with the City of Vancouver. City of Vancouver and VPD have also said they have had only positive experiences with alcohol consumption and plaza interactions at both South Granville Plazas. 2/3rds of those surveyed felt it had a positive impact on business, and over 2/3rds felt it had a positive impact on the neighbourhood. 95% are in support of public alcohol consumption in South Granville plazas.
- TGIFoodtrucks. Revenue neutral program. Vendor fees paid for implementation. Did not negatively impact brick and mortar restaurants. Foot traffic increased by 120%.
33% had not been in the area for over a month, many "in ages". Did result in people exploring the neighbourhood after the pod. 74% spent $20-500 pp in the district.
Brought residents back to the area by way of affordable and diverse cuisine. 52% of TGIF users were Residents. 20% TGIF visitors worked in the area which served as an interesting outdoor amenity and reason for returning to the office. - MARKET. $2,000 investment for an influx of ~$190,000 at South Granville businesses!
Pedestrian count 37% higher on Market days. Best business day since the pandemic (18 months prior). Positively impacted the sales of participating and surrounding South Granville businesses.75% spent up to $100, 25% spent up to $500 at South Granville Businesses.
Did result in people exploring the neighbourhood, enjoying public spaces and the food truck pod. Increased awareness of South Granville as a neighbourhood where things happen. Social KPIs (46,823 Account reach, 59,204 Impressions) - TAKE OUT TO HELP OUT - People were gifted a $20 gift certificate for a future visit from the BIA if they spent $50 on food at a restaurant. Those people returned and spent more in the second visit. This created extra business for restaurants where there wasn't any due to the public being weary of public dining.
Yes, this could be established anywhere, as most programs were revenue neutral, were executed by one FT staff and one student provided by the Canada Summer Jobs Grant. Expenses for the entire summer was $30,000 which we offset with vendor/ticket fees.
We experimented with using the different senses and hobby profiles (dining, shopping, crafts, exercise, dance, music, casual drinking) of our core desired demographic to bring people into the neighbourhood.
We were very careful not to implement anything detrimental as businesses are very sensitive to expenses due to COVID impacts, but placement and connectivity between all the events was important to note for future implementation. We also learned that people are messier than expected and will be preparing more money for clean up. Our challenge now is that our members want MORE of this.