SUMMER QUARTERLY MEETING JULY 21, 2017 Tri-State Trails is made possible by the generous support of Interact for Health.
AGENDA Welcome, introductions, and updates around the room Tri-State Trails Announcements Great Miami Riverway Branding Success Trail Measurement Program Update Subcommittee Breakout Session
TRI-STATE TRAILS ANNOUNCEMENTS
INTERACT FOR HEALTH REFINES ITS HEALTH PROMOTION STRATEGY
MIAMI 2 MIAMI ACTION PLAN 8 COMMUNITIES 3 COUNTY AGENCIES 3 COMMUNITY FOUNDATIONS 1 INSTITUTION
MEET THE CANDIDATES RIDE SEPTEMBER 17, 1PM MEET AT SAWYER POINT RED BIKE STATION ~6 MILE RIDE ON CANAL BIKEWAY
FUNDRAISER FOR MICHAEL SADOFF https://www.youcaring.com/michaelsadoff-868366
GREAT MIAMI RIVERWAY BRANDING Amy Dingle, Five Rivers MetroParks
GREAT MIAMI RIVERWAY A M Y D I N G L E J U L Y 2 1 ST, 2 0 1 7
EVOLUTION FROM OHIO S GREAT CORRIDOR Annual River Summit Open space and farmland preservation Downtown riverfront development Recreation and Tourism Regional Destination/Placemaking around our rivers Ten Years of Successful Collaboration UD, Miami Conservancy District, Five Rivers MetroParks Ohio s Great Corridor Association City of Dayton, Troy, Miamisburg, Hamilton Future Growth Cities and Parks Sidney, Piqua, Tipp City, Riverside, Franklin, Middletown, Fairfield Miami County Parks and MetroParks of Butler County
KEYNOTE SPEAKERS & CITIES 2010 - Greater Ohio 2011 SOCHE 2012 - Chattanooga Trust for Public Land CityScape Development Services 2013 - Trail Town/River Town Allegheny Passage 2014 - Oklahoma City Executive Director of USA Canoe Kayak Executive Director of US Rowing Center 2015 - Owensboro, Kentucky Mayor City Manager Recreation/Park Directory 2016 - Project for Public Spaces 2017 - Tourism Ohio & Ohio Travel Association
Working together Cities Counties Agencies Park Districts Chambers of Commerce Convention and Visitor s Bureaus Businesses And more! Educational Institutions
And together we Hosted 10 Annual River Summits at U.D. Formed the OGCA to bring river communities together Attracted USACE Planning Assistance to States asset inventory Gathered input at many stakeholder meetings Engaged Studio Graphique for marketing/branding
United States Army Corp of Engineers Study Recommendations: Build a strong, unified identity for the Great Miami River corridor Promote the historic and cultural resources to increase tourism Incorporate the river into more community events
USACE STUDY RECOMMENDED: Build a strong, unified identity for the Great Miami River corridor Close gaps in the trails Promote the historic and cultural resources to increase tourism Incorporate the river into more community events
Great Miami River Corridor Establishing a Sense of Place STEP 1: Brand Strategy & Development STEP 2: Marketing & Communications Strategy STEP 3: Signage & Wayfinding Systems photo credit Art Anderson
Brand Defined Brand is the symbolic embodiment of all the information connected to a product, company or place. Brand creates associations and expectations.
Brand Defined Brand is also the collective perception, planned or incidental, of your place and is the result of every interaction a user has with that product or company or place.
Brand Typology Controlled Brand Message and Purpose is specific, targeted and controlled to a selected audience. Foundational Brand Is about cultivation not control. Audience is built of the residents, businesses and potential visitor of your place.
A Strong Brand Can: Shift the perception of a place Create a common vision for the future Provide a consistent representation of the place Enhance awareness and positioning photo credit Troy Strawberry Festival
BRAND is the most widely used tool to communicate to, attract and convert audiences to action.
The challenge of developing a brand for a community is the diverse set of peoples, interests, agendas and visions for the future. The best part of developing a brand for a community is the diverse set of peoples, interests, agendas and visions for the future.
The Bridge for Community Collaboration
It s all here! Vibrant waterfront cities 650,000+ residents in 14 river cities 200,000 college students Exciting destinations and events Close to major metro areas More than 100 parks World-class bike and water trails Unique arts, cultural, and historical amenities
RIVERS MAKE GREAT CITIES
Making things happen! Growing interest in private investment Improving workforce attraction and retention Increasing tourism
River Corridor Improvement Subdistrict Manage and Maintain: Bikeways River Activity Areas Placemaking: Branding Marketing Events Coordinated Planning Signage and Wayfinding
Placemaking Initiative Goals Create a strong and positive awareness of the region Support and attract regional economic development Attract new residents Attract visitors Identify the entire river corridor as a place
ECONOMIC BENEFITS OF THE RIVER Fishing is a $1 billion business in Ohio 128% increase in new canoes & kayak registrations since 2003
New investment along the trails Piqua 1.7 Million Troy 12 Million Dayton 60+ Million West Carrollton 10 Million Miamisburg 20 Million Middletown 1 Million Hamilton 7 Million
Great Miami River Corridor Brand Discovery
The corridor lacks the perception of being an actual place or destination because it covers nearly 100 miles and multiple cities. The brand study was the springboard for all of us to get on the same page. Stan Kegley, Engineering Project Manager for City of Troy
OPPORTUNITIES OBSTACLES 1 Multiple options for recreation and sight-seeing 1 Lack of access/hidden 2 Riverfront cities and their amenities 2 Negative Perceptions 3 Interaction with natural and urban environments 3 Awareness
Finding Purpose
Characteristics of the Corridor
Everyone on the committee had their own thoughts about the river corridor experience, but the Discovery process helped us look at the brand through our constituents eyes. If we are going to build connections and community around the river, we have to start with who it is for. Leslie King, Director of the Rivers Institute at University of Dayton
Who is the River Corridor for? DIRECT USERS of the Great Miami River crave interaction with nature and a diversity of experiences. SUPPORTERS understand that the river, its valley and its trails are critical parts of the region s social and economic well being. BENEFICIARIES know that the Great Miami River Corridor offers distinct advantages that can be leveraged to promote economic development in the region.
The River Corridor Personality EXCITING & ADVENTUROUS QUIET & WISE APPROACHABLE MULTI-FACETED BOLD & BEAUTIFUL
What does the River Corridor offer? RECREATION options for active lifestyles and tourism. CONNECTIVITY access to multiple experiences via adjacent communities. PROTECTION protects communities from flooding.
What does the River Corridor offer? EXPERIENCES opportunities to experience the region and make memories. HEALTHY/ACTIVE LIFESTYLE opportunities to enhance your quality of life with active living. COMMUNITY VITALITY opportunities to establish new businesses and community growth.
Brand Identity
Why does the Riverway exist?
How will we do it? The communities of the Great Miami River Corridor are committed to investing time and resources toward the following actions:
Why & How
WORKING TOGETHER FOR PLACEMAKING City of Sidney City of Piqua City of Troy Miami County Park District City of Tipp City City of Riverside City of Dayton Montgomery County Five Rivers MetroParks University of Dayton City of Moraine City of Miamisburg City of Middletown City of West Carrollton City of Franklin City of Hamilton MetroParks of Butler County Miami Conservancy District
FIVE YEAR PLAN Maximize the economic potential Increase use of recreational, historical, and cultural assets Attract more visitors Support economic development Draw new residents and strengthen river neighborhoods
Pre-Launch 2016 Form Coalition Budget, funding, Letter of Intent Hold Brand Ambassador Training Reveal the Riverway Brand Develop a Signage and Wayfinding Plan
YEAR 1 GOALS Recruit and Hire Coordinator Convene the Coalition Implement the Signage and Wayfinding Plan Develop Website Create a Public Relations Plan Create a Marketing Plan Recruit Additional Partners
YEARS 2-5 GOALS Ongoing action plan developed with participation by coalition members Website and social media Added signage, wayfinding Advertising, marketing, promotion Coordinated programs and events Expanded Placemaking and Activated Spaces
SOCIAL MEDIA www.greatmiamiriverway.com Twitter @GRMiamiRiverway Instagram @GRMiamiRiverway Facebook @greatmiamiriverway
QUESTIONS?
TRAIL MEASUREMENT PROGRAM UPDATE
Project Goals Document usage of regional trails Measure annual average daily traffic (AADT) Measure total miles traveled (TMT) Develop a profile of current trail users Trail user intercept survey Establish a standardized methodology and framework for ongoing monitoring
Recent Progress Long term counters installed at 4 locations Additional long term counters at 4 partner locations Short term counters on rotation 15 of 71 sites complete Workshop held with Greg Lindsay Trail user intercept survey locations proposed We need your feedback!
Trail User Intercept Survey Goal: Design and administer a trail user intercept survey to develop a profile of trail users Progress: Stakeholder feedback: October 2016 Tested draft survey in the field: March 2017 Stakeholder feedback: April 2017 Survey deployment: August-September 2017
MORPC Survey Plan MORPC selected high traffic corridors 19 locations on 5 trails ~ 1/2 from Olentangy Trail ~ 1/4 from Alum Creek Trail 114 hours over 6 weeks approximately 24 hours/week collected 1,200 surveys
Tri-State Trails Survey Plan 20 locations on 8 trails proposed 6 on Little Miami Scenic Trail 5 on Ohio River Trail 3 on Great Miami River Trail 2 on Dearborn Trail Countryside YMCA trail 3 locations chosen for equity focus Mill Creek Greenway West Fork Mill Creek Greenway Murray Trail
Tri-State Trails Survey Plan Surveys conducted near access points for best results 120 hours over 40 periods 2 periods per site 1 weekday, 1 weekend Equal distribution of 3 hour windows from 7am-7pm Equal distribution of days of week
Next Steps Review proposed survey location maps Are we missing a key location? Should a location be refined? We need volunteers! Ideally 2 per period for high traffic corridors Stay tuned for sign up opportunity
SUBCOMMITTEE BREAKOUT
Subcommittees Programming & Events Diversity & Equity Metrics & Data Advocacy & Policy Branding & Marketing
Thank you! Please remember to submit your evaluation (back of agenda) Next Quarterly Meeting: October 20, 2017 Wade Johnston, AICP Director, Tri-State Trails wade@greenumbrella.org