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Highlands Today

Marketing Group Assesses Downtown's Assets

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By JOE SEELIG

Highlands Today

Published: November 15, 2008

SEBRING - The entire first phase of creating a marketing plan for Sebring's downtown business district is all about research, said Bruce W. Lyon, owner of Swan Development Advisors.

Lyon and his marketing staff spoke Thursday night at the Sebring Civic Center to a gathering of about 40 merchants and residents, administrative personnel as well as elected city officials.

After the research is compiled and interpreted, the next phase will include an analysis of the real estate within the downtown, what is occupied and what is vacant to investigate opportunities for development.

Next they will look into regulatory issues merchants have faced such as tree ordinances or landscaping requirements, grease traps for restaurants, etc., and further regulation that could come.

Swan's staff had questionnaires on each table for people to fill out, as part of the process. So far it has gathered about 100 surveys and is shooting for about a 400 total number of surveys to get a better feel about what is going on.

To take the Sebring shopper survey go to http://www.downtownsebringsurvey.com .

Swan staffer Chris Johansen asked those attending to grab a post-it note pad set on the table in front of them and list who their customers are.

Some of the answers included snowbirds or seasonal visitors, tourists, business owners and their employees, visitors to special events, wives or spouses of golfers and sports fans to name a few.

Next they were asked to list who their competitors were. Those answers included big box stores, franchise stores and other businesses.

They were asked to list the community's assets, which included a multitude of responses from the Sebring race, Little Theatre, Heartland Idol contest and the Saturday Night Cruise to the Habitat store, which attracts hundreds of visitors each business day.

More difficult were what types of partners the businesses could channel to market the downtown. For example, a dog grooming company might consider trying to attract a dog show or kennel club.

A religious book store might offer a Bible study. A coffee house might have a poetry reading.

"Who has a natural relationship with it," Johansen challenged.

He referenced a book, "Why We Buy: The Science of Shopping," by Paco Underhill.

There are three main reasons why people buy, said Johansen.

•First is the amount of time in the store.

The longer a retailer can keep shoppers in the store the greater the likelihood that they will buy something.

•Second is touch.

Having an interaction with the merchandise is another reason customers buy.

•"Third is whether somebody says hello to us," he said.

Growth of the number of households is also an important factor to developing a healthy economic environment. On average households contain 2.5 people, according to statistics.

"Household growth adds buying power," said Lyon.

CRA Commissioner Kelly Griffin said Thursday she liked the process of contacting the public, holding open workshops, meeting with the stakeholders, which will allow them to get a good idea what the downtown's needs are.

"But in the end it's up to the people involved to make the changes happen," she said.

What's important is having an all-around atmosphere that attracts people of all ages, she said.

Bruce Roberts is one of those stakeholders they spoke about. He owns a piece of vacant property downtown.

"I'm your local neighborhood disabled veteran," Roberts began.

He is a disabled member of the Coast Guard reserves.

"I'm concerned about the way information on services is given out here," he said. "I'm concerned by what I've seen in this community. I wanted to see what the local people saw, but I also wanted to provide some input that is from the outside view. I've seen how other people have solved problems (in other communities)."

He said he's concerned about housing in the downtown, and lack of a supermarket. He's concerned for his children. He has a special needs child who he fears won't be able to find a place she can live without having to drive to get to shopping.

He's concerned about the lack of public transportation, he said.

One reader wrote in an e-mail, "The downtown Sebring Circle has so much potential, it can be a great place to shop if small specialty businesses come in, a real good bakery is so needed, old fashioned candy store and a real good coffee place, his and hers clothing and a good leather clothing store for the bikers.

When they had the Heartland Idol contest there was no place to dine in to eat. A good hot dog stand, a butcher shop, steam hot roast beef sandwich shop and good cold beer is needed; no fast food.

After the meeting Lyon said the next session will be with stakeholders, sometime after the new year, perhaps January or February.

Joe Seelig can be reached at (863) 386-5834 or jseelig@highlandstoday.com .

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