Categories: Retail & Business Attraction Projects

The RMA Marketing Team successfully uses its marketing and PR savvy to revitalize and reposition downtown and urban districts into thriving areas.

Strategy Development, Business Attraction, Marketing & Communications Plan
In 2006 the Northwood area of West Palm Beach was a blighted, tired business district bordered by an industrial warehouse area, referred to simply as “Northwood Business District.” After conducting a market assessment, we verified that a combination of branding, marketing, events and business attraction efforts were needed, but first the “perception” of the area had to change. A strategic marketing plan was drafted that outlined a targeted, comprehensive approach. Over the next several years, over 100 businesses were attracted to the now refreshed and charming, up-and-coming area. In 2014, RMA was engaged to expand the vision for the entire north end of the city and embarked upon a comprehensive vision developing the North End Master Plan that would lead to updated zoning in each of the mixed-use district areas.
Northwood Village initiatives led to numerous state and international awards and the bohemian, 9 block district is described by the prestigious magazine, Palm Beach Illustrated, as “Historically Hip”. It was once a run-down, discarded commercial district that is now a trendy, edgy hot spot in West Palm Beach. The development community responded to the North End Vision with 20 property transactions worth over $9M in private investment in the area within one year and today, investors are implementing the North End Vision developed by the RMA team and are currently planning the Currie Mixed-Use Corridor Development.

Retail Assessment & Community Outreach
Over a few short years, the City of North Port, Florida had seen tremendous change. What was once a small retirement community blossomed into a vibrant, diverse and growing city challenged with a commuting workforce and few high-skills, high- wage employers. As the city continued to grow, residents and the business community expressed their desire for more lifestyle choices, community amenities, and economic opportunities. An analysis and assessment were conducted of North Port’s retail market potential within the context of community needs and wants, citywide economic development, market conditions, and land use and regulatory realities.
RMA researched current economic and retail conditions, reviewed city branding and marketing plans and reports, and held stakeholder and public input meetings along with distributing an online survey that received over 800 responses. RMA created a Strategic Leasing Plan, which identified the best retailer prospects, locations and opportunities leading to development of the Recruitment Plan. The detailed items in the plan provided the city’s Economic Development staff the ability to easily implement the plan and attract new businesses.

Lauderhill is centrally located in Broward County and was once identified by its connection to famous leisure golfers such as Jackie Gleason – as well as 5 presidents. The golf course and surrounding seasonal condominium homes were a winter playground for many rich and famous. Over the years, as the city grew and times changed, it became known as a suburban bedroom community west of Fort Lauderdale. Often citizens leave the City for dining, entertainment and shopping. Additionally, the City’s welcoming atmosphere and suburban affordability, attracted a variety of cultures, which led to communication gaps.
RMA was first contracted to develop a retail attraction plan for the economic development and CRA departments supported by a creative marketing strategy to attract new business to the City’s brand. RMA conducted a situation analysis analyzing the market’s demographic and psychographic profile and identifying the retail gap. Additionally, RMA was hired to assist the City’s communications department to develop a strategic communications plan to build brand awareness and foster an environment of trust.
RMA attended ICSC with City staff and connected several developers with staff to promote opportunities in Lauderhill. The Economic Development and CRA departments are actively engaged and implementing business attraction. The first brewery opened in the unique, warehouse district which is undergoing redevelopment and the area has gained momentum. Additionally, RMA and City staff launched the Lauderhill Living bi-monthly e-newsletter, which includes an important message from the Chief of Police as well as news and information about economic development, business development opportunities and all things “Lauderhill”. Open and click through rates on the e-newsletter continue to maintain industry higher than average open and click-through rates.