Downtown needs farmers market and hotel

Barrie Advance Jan 14, 2011
Barrie needs to start thinking about being cool and hip, said a branding specialist paid to help revitalize downtown.
Roger Brooks paid another visit to Barrie this week and has many ideas to fix the problems.
An amphitheatre in the vacant Five Points spot and a ‘public market’ instead of a parking lot behind businesses like Flying Monkeys Brewery – where his presentation was held – would be perfect.
“We also need lodging downtown. Something across from the transit station with a conference centre,” said Brooks.
He was frank with his thoughts on the current challenges facing the downtown.
“One of the biggest challenges with Barrie is you have one of the most spectacular waterfronts anywhere, and you’ve blocked it off with this ‘great wall of china’,” he said, referring to joining buildings on Dunlop Street.
He also picked on short business hours and absence of anchor tenants.
But before he hooks any tourists, he feels it’s important to first get locals to populate the area.
“What I’ve seen is parking lots everywhere. You’ve gotta go up with that. I didn’t know there was even a parking garage until my last time here, when I was heading out of town.”
And a successful downtown needs four-hour parking, not two-hour limits. “That’s a good way to kill the downtown. He also criticized landlords for allowing businesses like laundromats, accounting firms and “the world’s largest water pipe store” to move downtown.
After almost a year in the making, Brooks is leading the city through the next step of creating a new brand.
The Downtown Barrie BIA is conducting a survey for the next three weeks to see what would draw people downtown, and what theme could be used.
Be it a sport like soccer, visual arts, music, fashion or food, the city has to pick a focus and start to build that up, Brooks said.
It should be something that makes it different than other communities.
The idea isn’t to please everyone, but once it kicks in, surrounding business will also succeed, he said.
“I think he’s on the right track,” said Mike Fox, a member of the Barrie Downtown Neighbourhood Association. “I’m very optimistic that he’ll get something going downtown. All of the elements are already here, but I agree we need more beds for tourists.”
As for safety concerns downtown, Brooks said it’s about changing perceptions, and changing the topic in the media by using a distraction technique.
“I’ve heard the complaint there’s too many bars in Barrie,” said Brooks.
“But Ashville, North Carolina has more. If there are only 15 shops, then five bars are too many. If we have 100 shops, five bars aren’t a problem.
“What Barrie’s problem is, is that you don’t have enough of the other stuff.”
Brooks worked on the rebranding for Ashville, which billed itself as the place where fine culture meets counter culture. One of the promo ads shows a peaceful, serene lake and then it’s suddenly interrupted by a baby boomer couple jumping into the lake naked.
“You have to decide what you want the downtown to be. And the focus isn’t about logos and slogans. You have to do the feasibility test.”
His test asks are there stores shoppers will be willing to make a special trip for, will the community buy into the idea, will it attract people year-round and can the private sector invest in it?
“Then you need champions for the cause to sell it, and they have to know they’ll face criticism.”
Getting service clubs, levels of government, businesses and grass roots organizations to support the idea is also key.
“There are three things that will be killers for Barrie,” Brooks said. “That is local politics, lack of champions supporting the idea and lack of private and public money.”
During his presentation, he asked the small audience simple questions. For example, he wanted to know what Barrie has that no other community in southern Ontario has, where we take our visitors, and what’s the best thing about downtown Barrie. He also asked about where to find the best dessert, a photo to exemplify Barrie, and a spot to buy a locally made gift.
Some of those questions stumped members of the audience.
In the BIA online survey, similar questions are being asked, and residents of all ages are encouraged to fill it out.
After the survey is done, there are two groups being created to sort though the process. The first is the Brand Development Committee, which will pick a focus.
Next is the Brand Leadership Team, who will take the message and start getting community partners on board.
“I think he’s on the right track,” said Mike Fox, a member of the Barrie Downtown Neighbourhood Association. “I know people think I’m against the bars, but I agree we need what he’s talking about to balance it out.
“I’m very optimistic that he’ll get something going downtown. All of the elements are already here, but I agree we need more beds for tourists.”
Hany Kirolos, director of strategy and economic development with the city, was happy Brooks answered many of his questions in the presentation.
“This is an ever-evolving process. It’s critical to isolate, determine and agree on the brand message.”
What age group will it focus on, and will it place the spotlight on a business, residential or tourist concept is also a challenge he wants to see. “I’m really looking forward to this unfolding so we can agree as business partners and a community where we want to focus our resources, financial and human,” said Kirolos.
“People often think about the logo and slogan first, he said. But the real decision comes in picking out what makes Barrie different than other communities.
He’s waiting to see the main stakeholders emerge and said Barrie’s ‘champion committee’ will have to work hard to get everyone enthusiastic about the community’s focus.
To take part in the BIA’s survey, go to downtownbarrie.ca and click on the ‘contact us’ link.