Madison's Central Business Improvement District (BID

Madison’s Central Business Improvement District (BID)

MINUTES BOARD OF DIRECTORS MEETING Thursday February 7, 2013, Noon-1:30pm BID Offices, Board Room, 122 West Washington Avenue

PRESENT: Steve Amundson, Ted DeDee, Greg Frank, John Hutchinson, Richard Kilmer, Emily Mehl, Matthew Mikolajewski*, Maria Milsted, Stacy Nemeth, Paul Norman, Sam Parker, Rick Petri, Jeanette Riechers, Hawk Sullivan, Mike Verveer* STAFF: Mary Carbine (Executive Director), Tim Jenquin (Programming Coordinator), Susan Schmitz (DMI President) ABSENT: Larry Lichte, Patrick McGowan, Traci Miller, Kelsey Roets, Sue Springman, Teresa Werhane *Non-voting

1) Call to Order BID Board Chair, Jeanette Riechers called the BID Board Meeting to order at 12:02pm

2) Approval of Minutes Rick Petri moved to approve the minutes from the January 3, 2013 BID Board Meeting, Greg Frank seconds. The motion passed unanimously.

3) Disclosures and Recusals None to report.

4) Public Comment None to report.

5) Chair’s Report – Jeanette Riechers a) The BID Board would like to welcome Richard Kilmer to his first BID Board Meeting.

6) Central District MPD Update – Capt. Carl Gloede a) MPD is currently undergoing a shift change. Every year staff receives the opportunity to be reassigned. The new Downtown CPT team has been assigned and is in the process of training. Most officers stayed, but a few have transferred meaning there are a few new officers. Jeff Pharo will remain the State St. neighborhood officer. b) One issue the MPD will continue to address in 2013 is the trend of behavior issues arising when groups gather outside of Downtown night spots (not necessarily patronizing the businesses). Some new strategies have been used by MPD to address this issue, but public input is appreciated. The Downtown Safety Initiative (extra officers on patrol on selected) Thursday-Saturday nights was funded this year.

7) BID Staff Reports Mary Carbine, Tim Jenquin a) Tim Jenquin, BID Programming Coordinator 1) 2013-14 Downtown Map and Guide Advertising Sales -BID staff reported that we have matched the number of advertisers from 2012, and have exceeded our goal of $54,000 in cash sales, with a current total of $58,320. 2) Ambassador Program -The Downtown Ambassadors had a quiet January, but look forward to a busy February with the following special events. WPT Garden Expo Downtown Info Table Feb. 8-10

Your UW Day’s Tour and Info Table Feb. 15 Madison Winter Festival Info Table and Visitor Center extended hours Feb. 16-17 Visitor Center extended hours Fridays and Saturdays during the WIAA tournament. Extended Visitor Center hours Thursdays-Saturdays in April -In addition to staffing info tables and extended Visitor Center hours, Ambassadors will also be bringing around WIAA Welcome, and Winter Festival window signs. 3) BID Planters -BID Staff and contractor continue to maintain the BID Planters. -The 2013 contract has been established and signed. 4) Snowflake Lights - BID Staff continue to monitor the Snowflake Lights and reporting maintenance requests to the City. -Mall Maintenance is scheduled to begin removal of the snowflake lights the week of February 18th, after the Winter Festival. 5) Business Turnover -January turnover report can be seen in the Programming Report in the Board packet. b) Mary Carbine, BID Executive Director 1) Construction Update There are two major reconstruction projects in the district that will start late March. i) The first is the reconstruction of Mifflin St. at Fairchild St. outside the Public Library. ii) The second project is the reconstruction of Webster St. on the Outer Loop. This is the Webster/King/Doty intersection all the way up to E. Washington Ave. -Access to King St. will be one way outbound, and the project will involve scheduled water shutoffs, which will have impact for this restaurant/entertainment business area. We expect significant staff time to be used as liaison for the business and property owners in the area. -BID worked with the Water Utility to create a business survey of when the best times for water shutoff would be. -Mary and Mike Verveer met with City Staff regarding the planning process for the 100 block King St.and E. Main reconstruction in 2014. City staff said there will be two public meetings with stakeholders for input into the design. iii) Planning for reconstruction of the 700 and 800 blocks of State St. on Library Mall. Planning on this project starts in February at the State Street Design Oversight Cmte. 2) WIAA State Tournaments BID is participating in the joint effort (led by the GMCVB) to ensure an excellent WIAA athlete and fan experience downtown. In addition to welcome window flyers distribution to businesses and Visitor Center extended hours, we advertised in WIAA programs and publications with a welcome message. The GMCVB has created a micro site specifically for WIAA visitors which links to BID website and its resources. BID will assist in promoting Boys Basketball ticket sales, and BID businesses will have the opportunity to participate in future GMCVB “Fan Fare” promotions. 3) Marketing - Early 2013 Opportunities The BID Marketing Subcommittee meets February 21 to review the full 2013 marketing schedule and budget that we will bring to the board in March. Early 2013 opportunities include the Badger Family Spring Visit sponsorship (info sheet and signup in Board packets), which is a great event put on by the UW Parent Program encouraging family and friends of UW students to visit during the month of April. Business opportunities include sponsorship, advertising, placing items in Welcome bags, etc. 4) 2013 Planning - Events i) For the Madison Winter Festival, in addition to the extended hours, we are co- sponsoring the ice sculpting exhibition at 30 on the Square staging area. We hope this will help draw people from the Square down State St.

ii) We are currently working with GSSBA to begin planning for Maxwell St. Days and Cars on State events. iii) We are working with Dane Buy Local to help plan for the Solstice Stroll event in order to make it more of a destination event. 5) ALDO Update - The most recent version of ALDO sunsets on August 1st 2013. When ALDO was last renewed there was an exception written in for entertainment businesses which has not been taken advantage of due to the alcohol sales percentage requirement. - When ALDO was last renewed in 2011,BID worked to get a companion resolution approved that required city staff (including the Alcohol Policy Coordinator, Economic Development and Business Resources staff Aaron Olver and Matt Mikolajewski, plus Planning, Zoning, Police, and Public Health) to create a report/recommendations on both downtown alcohol license management and business development. Alcohol Policy Coordinator Mark Woulf has put together this staff team to look at data. BID has supplied data on the business mix, as well as market rates, strengths, and weaknesses (based on BID work on the Downtown Plan). Woulf anticipates staff team recommendations will be introduced to Council by June 1st. There will still be an ALDO annual review due in mid- March and slated for the April BID Board agenda. - Matt Mikolajewski reports that this staff team will meet every other week.

8) DMI Update – Susan Schmitz -DMI Civic Agenda The 2013 DMI Civic Agenda is available in the Board Packet. DMI welcomes BID Board suggestions on partnerships.

9) GSSBA Update – Hawk Sullivan; John Hutchinson a) The next meeting will be held on Wednesday, February 13th at 2:00pm at Tutto Pasta. -Discussion will include Cars on State which is set for June 1st and Maxwell St. Days.

10) City of Madison Update a) Matthew Mikolajewski, Office of Business Resources 1) I want to thank Mary for all of her work on the Webster St./Outer Loop construction, especially since this project affects more than just the BID. 2) There is ongoing discussion of late night vending and its effects on nearby bricks and mortar businesses. The Vending Oversight Committee was unable to meet in January. This remains a point of discussion for future meetings. 3) On the agenda at Tuesday’s Common Council meeting will be approval of the RFP for Doyle Square, submitted City Staff and the Doyle Square Committee. They hope to see some proposals come back soon. Aaron Olver is traveling to a meeting of developers from across the county where he will be able to present the project. 4) We have received 166 responses to the Public Market Survey, and will begin reviewing these next month, and RFP has also been submitted. 5) A draft of the TIF policy revision will be considered by the EDC in February. The Council has formed a separate committee. We encourage you to reach out to your alders and ask them to support modifications to the TIF policy. One proposed change is to call for greater flexibility for projects. 6) Next week the City will receive proposals for the N. 800 block of E. Washington Ave. 7) Next week there will be a meeting to present the feasibility study for the Madison Commerce Center for the E. Washington Ave. corridor.

b) Ald. Mike Verveer (Via Mary Carbine) – Alder Verveer arrived near end of meeting. 1) Both Mike and Mary continue to work with Traffic Engineering to get the taxi stands that were implemented in June removed, as taxi access to State St. was restored in November. The taxi stands are taking up valuable post-6pm downtown Parking. Mike Verveer has requested those in his district be removed.

11) New Business None to Report

12) Next Meeting – Thursday, March 7 noon-1:30pm

13) Adjournment John Hutchinson moves to adjourn the meeting, Stacy Nemeth seconds, the motion passes unanimously. The February, 2013 BID Board Meeting is adjourned at 1:08pm.

BID 2013 Budget Revised Forecast, March 1, 2013

EXPENSE SUMMARY 2013 2013 Difference 2012 Original Revised from Code City Category Description Actual Budget Forecast Original Notes 54702 Audit Fees City Audit fees $1,957 $2,015 $2,015 $0

56330 Comptroller Fees Comptroller Fees $1,612 $1,612 $1,612 $0

BID-DMI Contract: Staff Salaries, Benefits, Payroll 54715 Admin, Management Taxes, Rent, Admin Overhead $137,196 $142,320 $142,320 $0

Can stay in current parking thru Staff parking $1,080 $3,000 $2,650 -$350 May

54914 Map and Guide Design and Printing $27,269 $27,500 $28,000 $500

Credit card fees (ad sales) $244 $300 $300 $0

Sales Materials ('13 map) $412 $425 $425 $0

54916 Map Distribution Delivery to Hotels, etc. $1,537 $1,900 $1,800 -$100

Cost reduced for 2013; no extra weekend between Thanksgiving 54918 Holiday Trolley Holiday, Event Trolley $5,408 $4,600 $4,600 $0 & Xmas

54935 Marketing to Locals Marketing to Dane County $43,302 $40,500 $44,936 $4,436 Restored to 2009 level

54936 Marketing to Students Marketing to UW Students $1,014 $1,000 $1,000 $0

2012 was low-cost year (no 54937 Conferences / Training IDA Conference, training $1,736 $2,100 $2,600 $500 airfaire); 2013 location NYC

54939 Ambassador Payroll Part time/seasonal $32,660 $38,000 $38,000 $0

Ambassador Payroll 54939 Taxes Part time/seasonal $4,120 $4,494 $4,494 $0

2% increase for current level (actual contract amnt). Does not 54944 Planter Program Annual Contract $38,650 $39,500 $39,423 -$77 include enhanced holiday. Rotary Planter expenses $750

54947 Stationery Stationery $562 $500 $500 $0 Holiday Lighting/Decorations 54948 Winter Lights Program $0 $250 $250 $0 Lighting repair costs as needed

Supplies, cell phones, shirts, 54949 Ambassador supplies Churchill Bldng. space/storage $3,818 $4,000 $4,000 $0

54952 BID Board Expenses Lunches $842 Discontinued

Printing of certificates, Won't need to match '12; some 54955 Gift Certificates envelopes, sleeves $3,752 $3,400 $3,500 $100 materials reorder in '14

2012 artificially low as adjusted payment schedule for one annual contract; added some 54956 Marketing to Visitors Marketing outside Dane County $13,967 $14,000 $15,270 $1,270 WIAA tourney mktng for '13

54958 BID Website-CURRENT Hosting, website, CMS software, BID website, software online store $5,275 $5,275 Current CMS/online store Current payment processing system (DMI no longer uses). Web credit card payment Est. 3 mo. use in '13 before PayFlo Pro processing system $162 $650 $162 changeover.

BID Website - CMS, online store, payment UPGRADE processing (2013 annual) $3,000 One-time implementation (CMS, online store) $1,000 Business Directory Upgrades, Programming $2,200 Google Map integration Site redesign $3,200 Contingency $500

Misc domain renewal, data xfer $250 $250 $250

Est. total additional annual cost for redesign, programming. NB: Current system annual: $5,925. $3,975 New system annual: $3,000

55140 Postage, Shipping Postage/Shipping $3,830 $3,600 $4,000 $400 Computers replaced 2012 so 55899 Miscellaneous Supplies, misc expenses $4,517 $2,200 $2,200 $0 costs lower for 2013

Minimal DT construction 2013; Don't need construction "Get Property/Business Around Guide" or new 54901 Owner Outreach Mailings, construction signage $927 $0 $150 $150 construction signs

Business Recruitment, Major 2012 project updated 54909 Retention Business marketing, recruitment $3,397 $0 $0 $0 Market Data Factsheet

57999 Reserves Generated Carry-over; contingency $17,045 $8,348 $9,797 $1,449 2013 2013 Difference 2012 Original Revised from Actual Budget Forecast Original Notes TOTAL $356,541 $351,739 $364,904 $13,165

Budget: $356,541 $351,739 $364,904

Madison’s Central Business Improvement District (BID)

2013 BID Co-op Advertising & Marketing Opportunities As of March 1, 2013

The BID 2013 Marketing Plan includes 35 cooperative advertising opportunities for BID businesses in print and online, with average savings of $350 per ad, and savings of as much as $4,000 on some opportunities. Please contact the sales representatives directly (listed below) for more information and to place ads.

Updates and additions will be sent by email only and posted to www.visitdowntownmadison.com/Marketing. If you are not on the BID email list, contact Mary Carbine, BID Executive Director, [email protected], (608) 512-1340.

2013 Official Madison Visitors Guides Official guide to the greater Madison area, published twice yearly by the Greater Madison Convention & Visitors Bureau (GMCVB) in print plus digital edition on visitmadison.com. Research shows that 74% of those who ordered a Visitors Guide from the GMCVB visited the area, and 84% of them brought their Visitors Guide with them while on their trip. Visitor Guides are distributed by the GMCVB at hotels, the airport, University of Wisconsin, area attractions, convention centers, restaurants and businesses, and by BID Ambassadors at the downtown Visitor Center, Info Booth, and special event Downtown Info Tables.

Fall/Winter: Published in September. Distribution: 110,000 copies.

CONTACT: Louise Andraski, Nei-Turner Media Group, [email protected], 608.873.8734 direct

Opportunity Ad Description Publication Cost (with BID Deadline Date Subsidy)

Greater Madison Visitors 2-page spread for downtown businesses; glossy, September, 1/12 p = $380 July 12 Guide – Fall/Winter full color. Design provided if needed. 2013 (savings of up to $320) 1/12 page (2.351” x 2.308”) 1/6 p = $740 1/6 page (H = 4.863” x 2.308” (savings of up to or V = 2.351” x 4.764”) $530)

Badger Family Spring Visit Sponsorship

The Badger Family Spring Visit (http://www.parent.wisc.edu/visit/) is a growing, annual event coordinated by UW-Madison's Parent Program which invites parents, family and friends of current UW students to visit their student during the month of April. The event is expected to bring 3,000 people to campus with 1,100 complimentary welcome bags to be handed out upon their arrival. Your business can partner with the Parent Program to gain access to UW-Madison students and their parents. Ad materials must be approved in advance, some restriction may apply.

Info Sheet & Sign Up Form: http://www.visitdowntownmadison.com/uploads/media/BFSV_Sponsor_Sheet_13.pdf

Contact: Patti Lux-Weber at [email protected] or 608-262-7936.

Opportunity Ad Description Publication Cost (with BID Deadline Date Subsidy) Badger Family Spring Visit Parent Partner - Half-page, full-color ad in program Month of April Parent Partner: $300 March 6 Event Program, Welcome Bags Parent Partner Plus Half-page, full-color ad in Parent Partner Plus: program AND your business may provide a pre- $500 approved coupon, item, or promotion for the 1,100 Welcome Bags.

Bucky Book 22nd Edition (2013-14) The Bucky Book is a coupon and advertising book issued annually. Bucky Books are sold for $35/each from non profits, schools, churches, service clubs, civic groups and the like. A portion of the proceeds from Bucky Book sales supports these organizations as well as UW-Madison athletic and academic scholarships. Approximately 40,000 Bucky Books are distributed each year and are valid from Sept. – Sept. the following year. Purchasers are primarily age 25-64, majority female with annual household incomes averaging $75,000 - $125,000 in the Dane County area. NEW Mobile App: This fall the Bucky Book will introduce a mobile app which will be available to Bucky Book merchants free of charge to promote seasonal trends, new product lines, specials, etc. via mobile coupons. More info: http://www.visitdowntownmadison.com/uploads/media/BuckyBookMobileApp.pdf

For more information contact: John Flitz at 608-441-3910 ext. 102 or email [email protected]

Opportunity Ad Description Publication Cost (with BID Subsidy) Deadline Date

“Downtown Madison Individual coupons, display ads w/coupons or September BID members receive 10% May 15 Section” in Bucky Book 22 stand-alone display advertising is available. Your 2013 discount off of regular ad(s) would be in section introduced with 2-page Bucky Book rate card. Downtown Madison spread promoting shopping, (annual) dining, entertainment, etc. Coupons follow certain Prices begin at $399 for the formats but with flexibility and are valid for a year full year. with conditions and restrictions included for protection. Participation includes use of the NEW Bucky Book Mobile App! 2

Isthmus / thedailypage.com

Madison’s weekly newspaper, distributed Thursdays at 650+ locations. Print circulation 51,000; readers about 50% each men and women, median age 39; avg. HH income $70,000. 89% live in Dane County. More information is available at http://www.thedailypage.com/advertise/.

Contact: Your Isthmus representative or Peggy Elath at 251-5627, [email protected]

Opportunity Ad Description Publication Date Cost (with BID Subsidy) Deadline

Isthmus Dining Magazine BID Downtown Co-op, 2 pages, full color, glossy, March 21 $325 for 1/8p February double-truck. Merchant ad equiv. to 1/8 page 20 ad. Double & triple spaces available. (savings of $225)

Dining Magazine distributed in the paper plus Spots avail: 16 10,000 extra printed for distribution to hotels, hospitality industry, & via BID Ambassadors.

Isthmus BID, Cars on State BID Downtown Co-op, full color, centerspread May 30 $250 for 1/12p May 23 (runs underneath “The Week – Critics’ Choice”) double-truck of two 1/3 page ads. BID portion of (savings of up to $240 per ad will promote the Cars on State Classic Car ad) Show June 1. Merchant ad equiv. to 1/12 page ad. Double spaces available. Spots avail: 4

Isthmus Annual Manual BID Downtown Co-op, 4 pages, full color, glossy, August 29 $325 for 1/8p July 17 2 double-trucks. Merchant ad equiv. to 1/8 page ad. Double & triple spaces available. (savings of $225)

Annual Manual distributed in the paper plus Spots avail: 32 10,000 extra printed for distribution to hotels, hospitality industry, & via BID Ambassadors.

Isthmus Giving Section and BID Downtown Holiday Co-op Pages, full color, “Giving” issue $325 per issue for 1/8p Nov 6 double spread in the pull-out “Giving” section on November 21 $250 each for all 4 Isthmus BID Downtown Nov. 21 and within the paper for Dec. issues. Holiday Pages Merchant ad equiv. to 1/8 page. Holiday Pages: (savings of up to $295 per December 5 ad) Nov. 23 Discounts to $250 with purchase of all four December 12 Nov. 30 editions of holiday co-op ads. December 19 Spots avail: 14 per issue Dec. 7

Isthmus BID Holiday Open BID Downtown Co-op, full color, centerspread Wednesday $250 for 1/12p Nov. 21 House (runs underneath “The Week – Critics’ Choice”) November 27 double-truck of two 1/3 page ads. BID portion of (savings of up to $240 per ad will promote the Downtown Holiday Open ad) House Nov. 29-30. Merchant ad equiv. to 1/12 page ad. Double spaces available. Spots avail: 4

Madison Magazine Madison Magazine is a glossy monthly with coverage of the arts, business, health, politics, habitat and food & dining, with circulation of 20,500+, readers about half women/men, more than half ages 25-54, and 44% with annual income above $75K. More info at: http://www.madisonmagazine.com/Madison-Magazine/Advertise/

Contact: Your Madison Magazine representative or Sue Fuller, 608.270.3616, [email protected].

Opportunity Ad Description Publication Cost (with BID Deadline Date Subsidy) Madison Magazine – Art Fair “Downtown Hot off the Shelf” page inside Art Fair July – inside $400 May 14 on the Square Program Program, inserted in July issue of Madison official Art Fair (savings of $450) Magazine with 3,000 additional distributed by on the Square MMoCA Art Fair weekend. Includes professionally Program in + Digimarc, web ad: $50 taken photo (at scheduled photo shoot), logo and magazine with 35-wd description. Option for “Digimarc” (similar to 3,000+ distr. at Spots avail: 8 a QR code for smart phones) and web ad. the Art Fair

Madison Magazine –Nov. “Downtown Holiday Hot off the Shelf” pages. Nov $400 Sept. 17 holiday co-op Includes professionally taken photo (at scheduled (savings of $450) photo shoot), logo and 35-wd description. Option for “Digimarc” (similar to a QR code for smart + Digimarc, web ad: $50 phones) and web ad. Spots avail: 8 4 Madison Magazine – Dec. “Downtown Holiday Hot off the Shelf” pages. Dec $400 Oct. 15 Holiday co-op Includes professionally taken photo (at scheduled (savings of $450) photo shoot), logo and 35-wd description. Option for “Digimarc” (similar to a QR code for smart + Digimarc, web ad: $50 phones) and web ad. Spots avail: 8

Madison & Vicinity Hotel Book (2014-15) Madison’s Magazine’s Madison & Vicinity Hotel Book is the only hardcover guide in 8,000+ area hotel rooms from March 2014 – Feb. 2015. More information is at http://www.madisonmagazine.com/advertise/.

Contact: Your Madison Magazine representative or Sue Fuller, 608.270.3616, [email protected].

Opportunity Ad Description Publication Cost (with BID Deadline Date Subsidy) Madison & Vicinity Hotel “Hot off the Shelf” style includes ¼ page on March 2014 – $450 Oct. 8 Book (2014-15) “Downtown Hot off the Shelf” pages. Includes Feb. 2015 professionally taken photo (at scheduled photo (savings of $400) shoot), logo and 35-wd description. Option for (8,000+ area “Digimarc” (similar to a QR code for smart phones) hotel rooms) + Digimarc, web ad: $50 and web ad. Spots avail: 4

Wisconsin State Journal, 77 Square Dining Guide

The Wisconsin State Journal is South Central Wisconsin’s newspaper of record with daily circulation of 91,575 and 121,000 Sunday. With readers in 20 counties, the Wisconsin State Journal reaches 60% of the adult population (median age 35-40) of Dane, Sauk, Columbia and Dodge counties at least 1x per week. The Capital Times weekly circulation is 95,000; 77 Square weekly circulation is 77,000. The 77 Square Dining Guide is a full color 5.5” x 8” glossy digest format; 62,000 distributed in Wisconsin State Journal to subscribers in Dane County plus 41,000 copies rack-distributed at hotels, rest areas, welcome centers (including the downtown Visitor Center), grocery stores, and other locations.

Contact: Shane Powell, Capital Newspapers, (608) 252-6239. [email protected]

Opportunity Ad Description Publication Cost (with BID Deadline Date Subsidy) Capital Times/77 Square - 6 week editorial and advertising series on Every Wed. in Must participate all 6 June 1st Go See Downtown Wednesday and Thursday. Every week receive 2 Cap Times and weeks full color 3.223” x 3” ads and once during the six Thurs. in 77 week series receive a business profile. Square, June $1500 total for series 12 – July 18 (6 (savings of $1,350) weeks, 12 ads) 5 77 Square Dining Guide 2.25” x 3.125” box, i.e., color ad. 62,000 copies Thursday, $290 per box. August 21 (Fall/Winter) inserted into the Wisconsin State Journal, 41,000 September 19 copies racked throughout South Central Wisconsin. (savings of $200)

[The spring/fall Go Madison guide has been discontinued; the Dining Guide will publish annually in the fall.]

Wisconsin State Journal - Holiday Idea Book is glossy color insert, Sunday Sunday, Nov. $275 for catalog ad October 15th Holiday Idea Book Wisconsin State Journal-distributed, full run 24 circulation 121,000. Catalog ad 3.5” x 2.75” will run Full Page ad: $1,995* on Downtown page with BID content promoting the 1/2 Page: $1,195** Holiday Open House (Fri.-Sat. Nov. 29-30). 1/6 Page: $649

Other ad options include Full Page (7.5” x 9.4375”), *Includes 2 free 1/2 Page (Hor. 7.5” x 4.5”; Ver. 4.9583” x 7.25”) and catalog ads 1/6 Page (Ver. 2.4167” x 4.5”) **Includes 1 free catalog ads

Wisconsin State Journal 12 ads in Wisconsin State Journal November - 12 ads/days * 12 WSJ ads and Nov. 12 December - 6 col x 18” full color. Participant ad size total. online tile - $2,000 may vary about 2 columns x 4 inches. (Note: Wed. * 12 WSJ ads - $1,700 before Thanksgiving & Thanksgiving are Sunday Schedule at *8 WSJ ads - $1,400 circulation level.) left. * 4 WSJ ads - $800 Spots available per Schedule - 12 print co-op ads, one each on: page: 15 Wed. Nov. 27 Sat. Dec. 14 Thurs. Nov. 28 Sun. Dec. 15 (savings of up to Fri. Nov. 29 Thurs. Dec. 19 $4,000) Sat. Nov. 30 Fri. Dec. 20 Sat. Dec. 7 Sat. Dec. 21 Sun. Dec. 8 Sun. Dec. 22

6 Madison Central Business Improvement District (BID) 2013 BID Marketing Plan, Activities

Approved by BID Marketing Subcommittee, Feb. 21, 2013

BID Marketing Subcommittee: John Hutchinson, Traci Miller, Pam McCord (GSSBA Board), Emily Mehl, Jeanette Riechers, Hawk Sulllivan, Teresa Werhane.

Objectives:

 Promote the District as a shopping, dining and entertainment destination  Provide high-value cooperative advertising for member businesses  Promote pickup/sales of key BID products: Map, Gift Certificates  Drive traffic to BID website and social media  Produce/promote events which bring customers to the District  Pursue strategic partnerships to mazimize marketing opportunities and resources.

Target markets: Greater Madison area residents, visitors,* college students

*BID marketing to visitors complements/supplements that of Greater Madison Convention & Visitors Bureau, Madison’s official destination marketing organization.

Advertising (Co-operative):

Proposed for 2012: 35 cooperative advertising opportunities for BID businesses in print and online, with average savings of $350 per ad, and savings of as much as $4,000 on some opportunities. Cooperative ads include BID content, which (variously) promotes BID events, website, map ordering, Visitor Center and Gift Certificates.

 Badger Family Spring Visit program (April)  Bucky Book participation (September)  Greater Madison Convention & Visitors Bureau Official Visitors Guides (spring/summer, fall/winter)  Isthmus print + online (Dining Guide-March; Cars on State – June; Annual Manual- August; Family Halloween – Oct.; Holiday-Nov./Dec.)  Madison Magazine + online (July, November, December)  Madison Magazine Hotel Book + online (annual)  MMoCA Holiday Art Fair Guide (November)  UW Parents Weekend Program (September)  UW SOAR Program – New Student Night at Overture (September)  Wisconsin State Journal (Capital Newspapers) o Capital Times/77 Square “Go See Downtown” (summer) o 77 Square Dining Guide (fall) o Holiday Idea Book (Nov) o Holiday retail ads (Nov.-Dec.)  WSN Illustrated/WisSports.com (Feb.-Mar.)  WIAA Tournament Programs (Feb.-Mar.)

Advertising (general, promotion of events, maps):

 Dane County Airport scrolling sign at baggage claim + map distribution rack (NOTE: Map distribution has more than quadrupled at the airport since ad/rack installed in 2007; airport is now consistently the #1 map distribution site outside the BID).  Radio (WORT, WOLX) for Cars on State, Maxwell Street Days, Holiday Open House  Billboards – holiday season (Nov.-Dec.)  Map posters in downtown kiosks (annual)  Badger Herald – August summer mail home issue (to all new students)  Madison Winter Festival Program (February)

Downtown Madison Map & Guide 200,000 distributed annually, see Appendix for distribution.

BID Website – www.visitdowntownmadison.com 313,346 unique visitors in 2012 (7% increase over 2011)

BID Facebook page: http://www.facebook.com/DowntownMadison 982 likes (year 2) BID business opportunity to post news, events

Major Events, event partnerships: Event production, sponsorship, marketing, advertising, media relations.

 Madison Winter Festival (February)  Cars on State (June)*  Dane County Buy Local Solstice Stroll (June)*  Maxwell Street Days Summer Sidewalk Sale (July)  Downtown Family Halloween (October)*  Downtown Holiday Open House (Thanksgiving weekend)*  Holiday Trolley, Trolley Welcome Bags, Downtown Carolers (weekends between Thanksgiving & Christmas)*

*Includes BID-produced collateral: flyers, posters, counter cards, etc.

Other promotions, events, partnerships: Includes opportunities for BID business participation.

 UW Admissions – My UW Days (Feb.-April)  UW Badger Family Spring Visit (April)  New Resident Welcome Bags – spring & fall  Ride the Drive (June)  UW Welcome Week (August)  University Book Store New Student Night (August)  UW/SOAR New Student Night at Overture (Sep)  UW/WAA Parents Weekend (fall)  UW/WAA Homecoming (October)  GMCVB – WIAA “Fan Fare” promotion - annual

2 Downtown Gift Certificate Sales Promotion Counter cards (handouts), window clings, counter displays, advertising.

Ambassadors.

Helped over 42,500 people in 2012. Distribute welcome/promotional flyers for numerous events, conferences and conventions to BID businesses, many supplied through partnership with the Greater Madison Convention & Visitors Bureau.

Visitor Center & Downtown Info Booth – Extended Hours for Downtown Events include:

 Madison Winter Festival, Saturday-Sunday February 16-17  NEW - WIAA State Tournaments, Fridays-Saturdays Feb. 22-23, March 1-2, March 8-9  St. Patrick's Day Parade & Shamrock Shuffle Run/Walk, Sunday March 17  NEW - Badger Family Spring Visit, Thursdays-Saturdays, April  Crazylegs Classic Run/Walk, Saturday April 27  Ride the Drive Bicycle Event, Sunday June 2  NEW - Dane Buy Local Solstice Stroll, June  Concerts on the Square, Wednesdays June 26- July 31  Art Fair on the Square, Saturday-Sunday July 13-14  Maxwell Street Days Summer Sidewalk Sale, Friday-Sunday July 19-21  Taste of Madison, Saturday-Sunday August 31 – September 1  Ironman Wisconsin, Sunday September 8  Downtown Holiday Open House, Friday - Saturday November 29-30

Ambassadors – Special Event Downtown Information Tables

 Garden Expo, Friday-Sunday February 8-10, Alliant Energy Center  Your UW Days – Wisconsin Institute for Discovery - Fridays February 15, March 22, April 19  Madison Winter Festival, Saturday-Sunday February 16-17, Wisconsin Historical Museum  Midwest Horse Fair, Friday-Sunday April 19-21, Alliant Energy Center  UBS Freshman Shopping Night – University Book Store – September 1  Quilt Expo, Friday-Sunday September 6-8, Alliant Energy Center  NEW - Wisconsin Science Festival – Wisconsin Institute for Discovery – September  WAA Parent’s Weekend Check-In – Memorial Union – September 20  World Dairy Expo, Tuesday-Saturday October 1-5, Alliant Energy Center  Downtown Holiday Season, Saturdays November 30 & December 7-21, Overture Center

3 Appendix: Downtown Madison Map & Guide

Annual Distribution of the free Map & Guide: 200,000

 Maps can be ordered for free by phone or online, and are distributed at area businesses, hotels, museums, convention centers, universities and colleges, tourist attractions and visitor centers, and area Realtors.

 Order online at www.visitdowntownmadison.com or call (608) 512-1341.

Online Map Orders:

 80% are from outside Madison  More than half are from outside Wisconsin.  53% mark “Tourist” as their reason for ordering.  Nearly 10% are for University-related visits to Madison.

Map Distribution Outlets:

 Downtown Visitor Center, open year-round on State Street  Downtown Information Booth (Capitol Square)  UW Union South - Information Welcome Desk  UW Welcome Center on Park Street  Dane County Airport, Wisconsin Aviation Airport, Beloit Travel Center  Monona Terrace Convention Center  Alliant Energy Center  Kohl Center  Wisconsin State Capitol  Overture Center for the Arts  Downtown museums: Chazen Museum of Art, Madison Childrens’ Museum, Madison Museum of Contemporary Art, Wisconsin Historical Museum, Wisconsin Veterans Museum.  350 shops, restaurants and other businesses on State Street and Capitol Square  Greater Madison Convention & Visitors Bureau  Wisconsin Alumni Association  Madison Public Library system  Area Hotels (see other side)  University of Wisconsin: Institutes for Discovery, Memorial Union, Memorial Library, Extension Conference Centers, Residence Halls, and via partnerships with Admissions, the Parent Program, and Visitor & Information Programs  Major employers such as Epic Systems  Major conventions and visitor events such as World Dairy Expo and at UW events such as Parents Weekend.

4 Hotel Distribution

The Downtown Madison Map & Guide is distributed at more than 70 hotels in the greater Madison area.

America's Best Value Inn - Mayflower Holiday Inn Madison at American Center America's Best Value Inn - Southeast Homewood Suites Madison West AmericInn Lodge & Suites Hotel Ruby Marie AmericInn Madison West Howard Johnson Plaza AmeriHost Inn Sun Prairie Hyatt Place Madison/Downtown Annie's Garden Bed & Breakfast King's Inn Motel Arbor House La Quinta Inn & Suites Madison American Baymont Inn & Suites - Madison East Center Baymont Inn & Suites - Madison West The Lowell Center Best Western East Towne Suites Madison Concourse Hotel and Governor's Best Western Inn on the Park Club Best Western Inn Towner and Highland Madison Hostel Club Magnuson Grand Hotel Best Western West Towne Suites Mansion Hill Inn Budget Host-Aloha Inn Marriott Madison West Cambria Suites Microtel Inn and Suites Cameo Rose Inn (Belleville) Motel 6 Campus Inn Quality Inn Suites Candlewood Suites Quality Inn & Suites Sun Prairie Capitol Motel Radisson Inn Clarion Suites Red Roof Inn Comfort Inn- Madison Residence Inn - Madison East Comfort Inn- Stoughton Residence Inn - Madison West Comfort Suites Hotel Road Star Inn Country Inn & Suites Rodeway Inn South Country Inn & Suites by Carlson-Madison Rodeway Inn & Suites Country Inn & Suites Madison West Sheraton Madison Hotel Courtyard by Marriott Madison East Sleep Inn and Suites Courtyard by Marriott Madison West Spence Motel Crowne Plaza Madison Staybridge Suites Days Inn-Madison Staybridge Suites Middleton Days Inn-Madison Northeast Stoughton Inn Double Tree Super 8 - Hayes Rd. Econo Lodge Super 8 – West Edgewater Token Creek Eco-Inn Extended Stay America University Inn Gilman Street Rag Grandstay Residential Suites Hampton Inn East Highlander Motor Inn Hilton Garden Inn Hilton Madison Monona Terrace Holiday Inn Express Madison Holiday Inn Express Verona Holiday Inn Hotel Inn & Suites

5 Madison Central Business Improvement District (BID) December 3, 2012

2013 and future City construction projects Information from City Engineering about planned and proposed projects.

City Roadworks Website: http://www.cityofmadison.com/transportation/roadworks/

2013 Central Downtown

Outer Loop:

Mifflin/Fairchild: Late March – mid-May. W. Mifflin St. from N. Henry to N. Fairchild. N. Fairchild from W. Mifflin to W. Washington

Webster: S. Webster St. from E. Doty to E. Washington.

Central Library 201 W. Mifflin St.. Will vacate W. Mifflin street occupancy by late March 2013 (for city street reconstruction, above). Completion 2013, exact date TBD.

Private Project FYI: 100 State Foundation project. Will occupy parking lane (east side) on N. Fairchild between State & Mifflin starting February 2013. Projected completion: summer 2014.

Other Downtown:

W. Johnson Street Curb and Terrace Repair (Frances to Charter)

N. Henry Street and Iota Court Reconstruction (Gilman to Iota: Henry to east end)

UW Campus area:

Langdon continues one way westbound from Lake to Park due to Memorial Union construction. Note: No left turn from Langdon onto Park from approx.. May 20 – Aug. 20

Planned future Project – Central Downtown area (Note: Subject to change)

2014:

State St. 700 & 800 blocks, i.e., between Lake and Park (planning in 2012-13)

100 blocks King & E. Main Sts. reconstruction

E. Johnson St. reconstruct - Butler to Baldwin,

100 & 300 blocks West Johnson (Broom to Carroll) - sidewalks and terraces only

100 & 200 N. Henry St. (State to Mifflin) - sidewalks and terraces only

2015

Outer Loop: E. Doty St. from Martin Luther King Jr. Blvd. to King St.

200 block S. Pinckney St. (Doty to Wilson)

2016

Capitol Square Pavement Replacement

(FYI – Monroe Street reconstruction)

2017

Blair Street Pavement Replacement (E. Washington Ave to Williamson Street) BID 2012 Fiscal Year-End Summary February 26, 2013

Revenues/Funds: $356,541

Expenses: $339,496

Carry-Over: $17,045

In-Kind:* $1,443

*Map ad trades – cash value.

2012 actuals (detail) is in 2013 budget revised forecast chart.