First & Main builds loyalty using summer concerts

First & Main Town Center, a mixed-use development near Colorado Springs, CO, with retail, restaurant, and commercial space, wanted to establish itself in the community as it was being built and position itself as a family-friendly destination.

First & Main Town Center, a mixed-use development near Colorado Springs, CO, with retail, restaurant, and commercial space, wanted to establish itself in the community as it was being built and position itself as a family-friendly destination.

So the center's developers teamed up with PRACO (Public Relations Advertising Co.) to promote a summer concert series designed to draw in the crowds.

Strategy

First & Main sought to attract residents in the rapidly developing area and remind them that it could be used as a family destination spot. "Because there are so many new people to the community," explains Cayse Osterlund, senior GM of First & Main, "we wanted to establish loyalties early." Amy Triandiflou, who managed the project for PRACO, says the main strategies for the concert series were to "drive traffic and awareness" to the Town Center; "drive traffic to the center during the week," particularly restaurant traffic; and "create a sense of place" at the center.

Tactics

The eight-concert series was scheduled for Fridays to maximize attendance. PRACO created magnets, posters, and banners to promote the event around town. It also "did a lot of merchant outreach" to draw in sponsors, Triandiflou says, and targeted local schoolchildren and members of a nearby army base with additional promotional materials.

Results

The first concert drew 1,100 attendees, and attendance at the series totaled 5,700. Merchants and sponsors were "very pleased," says Osterlund, which is reflected in the 46% sponsorship rate among the center's business tenants. Media relations programs resulted in live radio coverage of half the concerts, as well as local TV and newspaper coverage.

Future

First & Main plans to team with PRACO again on next year's concert series.

PR team: First & Main Town Center (Colorado Springs, CO) and PRACO (Colorado Springs, CO)

Campaign: First & Main's Summer Concert Series

Duration: May to August 2006

Budget: $55,000

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