New Braunfels Downtown Association

Spending Dollars Locally, Mean Dollars Stay Local

Back around the Year 2000, city leaders predicted that the population of New Braunfels could double or triple within ten years. With that news, mega-malls began springing up around the outskirts of town. Downtown merchants knew they had better do something quickly.

Background

For years, New Braunfels downtown merchants had relied on devoted clientele to keep their doors open. When big-time developers bought acres of land around town and built outlet malls and malls with nationally-recognized retailers, downtown shop keepers realized that foot traffic was slowing. They asked 50 Foot to help them revamp their image and increase awareness among residents. We offered to help this historic town get back on track to being the vibrant heart of the city.

Approach

Because NBDTA is a local group, 50 Foot volunteered to serve on the Marketing Committee. We offered to redesign its website, create newspaper ads for events, concept and design brochures for handing out at events, create and print "What's Happening" event calendars, and more. The biggest project was the website -] the look had grown stale. One of the major challenges was that there was no budget to hire someone to track newsworthy events or changes downtown and then update the site on a regular basis. So the site often went unchanged for months at a time, rendering it essentially useless to visitors or residents looking for information about downtown. So when designing the new site, we included a CMS backend. As a result, DTA members now can login and make changes to their own listings as often as they want, so visitors to the site get the most up-to-date information available. It also provides committee members with the ability to add or edit generic information as often as needed. In addition, 50 Foot continues to create a stream of ads and printed collateral that provide a consistent image for the historic, yet "happening" city. Because DTA funds are limited, we have produced pieces that can be used repeatedly, or can be refreshed with just minor revisions. Because we are able to help them work efficiently with design, the group is able to place, print and distribute many more ads and hand-outs than they were previously able. Residents are getting the message, as downtown New Braunfels shops are contributing a respectable number of tax dollars to the city coffers, even in the midst of a nationwide economic downturn. Perhaps most telling is that nearly 10 businesses have opened downtown for the first time, have moved to larger space, or expanded their existing space - just within the last year.

New Braunfels Downtown Association promotional monthly flyers - What's Happening
New Braunfels Downtown Association website.