The Pop Up Shop Project

OBJECTIVES TONIGHT:

1. Meet others interested in revitalizing Danforth East

2. Become familiar with the pop-up shop project

Successes

Challenges

3. Learn about pop-up project models around the world

4. Plan the next phase of this project on Danforth East

https://maps.google.com/maps/ms?hl=en&ie=UTF8&oe=UTF8&msa=0&msid=211700939466387736010.0004d8c1cd5154d2e2261

OBJECTIVE:

To increase foot traffic on the Danforth from Main to Monarch Park.

APPROACH:

Fill empty storefronts with vibrant, inviting and sought-after businesses.

STEP 1: IDENTIFY EMPTY STOREFRONTS AND ENCOURAGE LANDLORDS AND REAL ESTATE AGENTS TO PARTICIPATE

STEP 2: DETERMINE HOW MUCH WORK NEEDS TO BE DONE TO PREPARE THE SPACE FOR A POP-UP

STEP 3: CLEAN UP, REPAIR AND PAINT THE SPACE

STEP 4: INVITE VIBRANT SHOPS TO POP INTO THE SPACE FOR A SHORT-TERM

STEP 5: PROMOTE THE SHOPS AND THE EMPTY SPACES THROUGH A WIDE RANGE OF MEDIA

POP-UP SUCCESSES7 storefronts revitalized

17 pop-up shops hosted

2 storefronts rented long-term

3 real estate agents and 4 landlords involved

MORE POP-UP SUCCESSES

3 tenants looking to secure permanent storefronts in the area

83% of neighbouring storefronts say the pop-ups increase their foot traffic

6+ new businesses opened on the strip

124 applicants to participate as tenants

MORE POP-UP SUCCESSES

75 local volunteers participating

14 mass media stories

4 BIA’s asking about using DECA’s model

MORE POP-UP SUCCESSES

1 formalized partnership with WoodGreenCommunity Services

1 confirmed grant to support the project from the Metcalf Foundation

POP-UP CHALLENGES/ LESSONS LEARNED

• South side versus north side

• Tenants need start-up capital

• Cross-marketing is the key to success

• Powerful window displays integral

• 1 tenant: 1 storefront

• 1 month is too short for businesses who are seriously testing the market

BIG LEARNING:

High # of pop-up shops

More media

attention

High foot traffic

More long-term

rentals

Fewer empty

storefronts

THE VISION: Create a Pop-up Bonanza

WHAT: 8-15 pop-up shops at once

WHEN: launch in June 2013

WHY: make Danforth East a destination

6 month rolling leases Tenants cover utilitiesTenants stay rent-free until a long-term renter is found

THE MODELS

6 month rolling leases Tenants cover utilitiesEach month, tenants increase their

rental payments by increments until they are paying full rent

Tenants apply for 2 week to 1 month pop-ups

Each tenant pays $250 per 2 weeks – 1 month to contribute

to rent and utilities

Landlords give their spaces until a long-term renter arrives

BIG QUESTIONS:

1. What are the pro’s and con’s of each model?

Consider pro’s and con’s for: Landlords Tenants Neighbouring shops Community Implementers

2. What model do we want to use?

– The pros and cons of each model were discussed as a group

MAKE YOUR VOTE COUNT

Activity: Dot-mocracy• Everyone present at the

meeting received 5 dots to vote for their preferred model

• The results would determine the model for the next phase of DECA’s pop-up plan

And the winner is…

Create a splash

Recruit tenants

Prepare spaces

Recruit landlords

NOW THAT THE MODEL IS SELECTED…..

GROUP 1: How do we recruit a critical mass of landlords/real estate agents? What are the benefits we can sell to them?

GROUP 2: What are the ideal kinds of tenants we want/need? How do we best recruit them?

GROUP 3: What event(s) can we host to create a big splash? How do we attract the most attention to the launch of this pop-up bonanza?

GROUP 1: RECRUITING LANDLORDS and/or REAL ESTATE AGENTS:INTRO:

• Explain our process of recruiting landlords/real estate agents to date

• Describe a few of the successes and challenges faced

ASK:

• What will it take to convince real estate agents and landlords to participate?

• How can we make them an offer they can’t refuse?

• What are the benefits of this project to landlords/real estate agents?

• What should we include in a package to help convince them?

• Who in our group has the power to convince them? Who wants to?

PROPS:

Walk people past all of the empty storefront photos to give them an idea of the spaces that need to be filled.

GROUP 2: RECRUITING TENANTS:

EXPLAIN: • Our process for recruiting tenants to date (where did we advertise, what did

the application include, what did the interview process include)• Explain a few of the successes and challenges faced with this process.

ASK:• Who are the tenants we want to attract?• How/Where should we advertise?• How should we change our application process to recruit the best tenants?• What should our interview process include?

PROPS:• Photos of pop-up shops from around the world• Application form for DECA pop-up shops• Application forms for other pop-up projects around the world

GROUP 3: BIG SPLASH EVENTS:EXPLAIN: • Some of the community-wide events that already take place here (Farmer’s Market,

Street Sale, Art on the Danforth, Pumpkin Walk, Tree Lighting Ceremony, etc.)• A few examples of events that have launched other successful pop-up projects (The

Rocks, Pittsburgh night market, walking tours, Midnight Madness, Summer Solstice, Lantern Festivals, etc.)

• The types of permits required (costs and time-frames)ASK:• What do we have the capacity to organize?• What kinds of permits will we need? Can we afford them? Do we have time to get

them?• What other events can we piggy-back off of?• What should we call it?• What would we need to do to prepare?PROPS:Photos of big splash events from around the world, Calendar of community events, list of permits/costs and timelines.

OTHER THINGS TO CONSIDER:

What are other thing we can do to improve the streetscape?

• Financial

– Façade improvements to existing storefronts (awnings, windows, wheelchair ramps, etc.) – city grant application deadline is May

– Murals project (city grant application deadline Mar 28)?

• Decorate streetscape: Tree boxes, street flags (approach BIA)

WHAT NEXT?

Next steps and signing up to make this happen….

Who wants to:

• Recruit landlords?

• Recruit tenants?

• Be on the cleaning/painting committee?

• Help to plan and promote the big launch events?

Sign-up sheets generated working groups for each of the above mentioned areas

HOW DID WE DO?

OBJECTIVES:

• Meet others interested in revitalizing Danforth East

• Become familiar with the pop-up shop project

• Successes

• Challenges

• Learn about pop-up project models around the world

• Plan the next phase of this project on Danforth East