Downtown Atlantic Canada (DAC) Annual General Meeting and Conference

OCTOBER 10 | 2012

PLACE MATTERS

A. Introduction to Place Matters B. Thoughts on Urban Design C. Place Branding and Design

A. Introduction to Place Matters

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The Modern Community: Key Needs• Educated people• New ideas that become commercial realities• Link to global marketplace• Multi-modal transportation infrastructure• Community distinctiveness (PLACE MATTERS)

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Place matters principles:• Community appeal drives economic prosperity• Change and the maintenance of character and identity

not mutually exclusive• Progress does not have to equal ugliness• Community can grow without destroying what we love

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Place matters research:

KNIGHT FOUNDATION (2011)Surveyed 46,000 people in 26 cities in U.S.

Determined:

– WHY PEOPLE LOVE WHERE THEY LIVE.– WHAT ATTRACTS AND KEEPS PEOPLE.

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Place matters findings:

THREE KEY NEEDS

1. SOCIAL OFFERINGS - opportunities for social interaction2. AESTHETICS - natural and created beauty of a place.3. PERCEIVED OPENNESS TO EVERYONE - the sense of

welcomeness to a broad range of demographics in the community.

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PLACE MATTERS: Economic Benefits

Highest level of attachment = highest rate of GDP and stronger economics.

The study’s empirically based data linked quality of life “place wellness” to GDP, or economic performance.

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PLACE MATTERS DEFINED:

Unique qualities and characteristics - visual, cultural, social, environmental.

Distinguishes communities, makes our physical surroundings worth caring about.

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PLACE MATTERS so we should,

• Focus on our identity to add economic and social value.• Create distinct uplifting and memorable environments. • Foster belonging and stewardship by residents.• Look beyond density to values, customs, other

characteristics that make place matter.• Note that losing community distinctiveness has social

and economic consequences.

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B. Thoughts on Urban Design

PLACE DIFFERENTIATION = COMPETITIVE ADVANTAGE.

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ROLE OF URBAN PLANNING:

“to minimize people’s distress while maximizing interactions…”

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Best first steps to Successful Urban Planning:

1. Identify, map and protect those assets that support community distinctiveness.

2. Build and maintain an integrated system of parks, trails and urban spaces (squares, streets, etc.)

3. Put an Open Space Management Plan in place to protect the resource.

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Benefits of Parks, Trails and Urban Spaces:

• Strengthens place brand• Appreciating asset• Supports population growth• Encourages housing starts• Promotes new business start-ups• Creates increased density• Enhances local municipal tax base• Protects environment and finite resources• Encourages social interaction • Creates beauty

Urban Research Findings (Geoffrey West):

1. When people come together they are more likely to exchange ideas and are more productive.

2. As the City grows things accelerate, becoming more productive and more innovative.

3. Well designed urban spaces support random encounters and idea generation.

4. Each City has local deviations that speak to community distinctiveness.

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• Make designs that are intimate.• Encourage interaction.• Human centered design.

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Local Deviations:

1. Deviations exist over time, they are not random or a fluke.

2. City deviations reveal hidden correlations of urban life.

3. Identifying these local deviations can influence urban design and create distinct authentic places.

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Considering Local Deviations:

What makes St. John’s different than Halifax or Moncton?

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Urban Design and Unlocking the Deviations:

1. Community engagement – identify key needs and perspectives on distinctiveness.

2. Your Downtown as a distinct differentiated place – specifically define.

3. Downtown Vision – informed by 1 and 2.

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C. Place Branding| Vision, Brand, Plan, Place and Promotion |

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Vision:• Downtown Needs• Prespectives on Distinctiveness

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Promise

BRAND

Identity/Perception

ExternalPersonalityValues

Howyou want to

presentyourself

ManyFacets

Logo

Slogan

ColourPalette

Theme

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Plan

• Identify the distinct attributes• Form a story / narrative around those attributes that resonates• Identify targets for story telling (who are you talking to?)

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Place• Place equals experience.• Good urban design supports

the experience.

PromotionStrategy to disperse your story. Identify communication elements and vehicles that best tell that story of distinctiveness.

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A Recap:

1. Place Matters: increases GDP and impacts business relocation. Builds on distinctiveness.

2. Trails and Parks System and Open Space Management Plan key to success.

3. Urban Design considerations: intimate, interactive, beautiful and fun.

4. Place distinctiveness differentiates and informs Place Branding and Design.

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Downtown Atlantic Canada (DAC) Annual General Meeting and Conference

OCTOBER 10 | 2012

PLACE MATTERS