Developing Partnerships for Your Byway LOGO: Explore 2007 National Scenic Byways Conference Accomplishing your Goals with Help LOGO: America's Byways Woodward Avenue a case study LOGO: Woodward Avenue A little about the byway. . 27-Mile Urban Byway Detroit River to a loop terminus in Pontiac PHOTO: Woodward Avenue • 2 counties, 10 cities, 1 township and 3 not-for-profit development corporations • All dues paying members of the 501(c)(3)Woodward Avenue Action Association – the byway management organization IMAGE: Map of Woodward Avenue • 140,000 live on the byway or in neighborhoods, abutting the byway • Average home value $181,372 • Total of 30 historic districts • Pedestrian friendly downtowns: Detroit, Highland Park, Ferndale, Royal Oak, Birmingham and Pontiac • Up to 70 000 cars per day PHOTO: cars stopped at Woodward Avenue stop lights PHOTO: Parade on Woodward Avenue • 150 Annual Events • 250 Registered Historic Sites • 150 Annual Events • 50 Attractions/Venues • 7 National Landmarks • National Heritage Area • Home to Tigers, Wings and Lions PHOTOS: Comerica Park, photo of a tiger Our Byway story is one of the Automobile and Music PHOTOS: band playing, old-time auto shop 4 examples of Woodward’s partnerships • Crosswalk Improvementsp • Merchandise • Tributes • Hands Along Woodward IMAGE: clip art of 4 people brainstorming Crosswalks and Public Space Improvements • WA3 developed the Public Space Framework Plan and Vision. • The plan indicated what elements needed to be the same along the byway and what elements could express unique personality of the community or district. • The WA3 and all the local municipalities adopted the Plan. PHOTOS: people at a meeting, photo of a Woodward Avenue document PHOTO: of Ford Motor Plan Historic District • In 2006 the WA3 introduced Mini-Grants – grants up to $10,000 for Crosswalk improvements and elements consistent with the Design Framework Plan. • Several communities and districts submitted applications. • Berkley and Mid town were awarded the grants. PHOTO: Mini-grant application form Partnership benefits • WA3 applied for and received byway grant • WA3’s goal to advance to implementation the Framework Plan and crosswalks • One district not for profit and one a municipality are advancing two crosswalk projects. • Berkley and Midtown are providing the match to the grant and additional project funding. Merchandising • The WA3 wanted to promote the byway brand and was looking for a sustainable income source. • A line of merchandise was created and an on-line store was created. • The approach is to expand beyond the web store and incorporate custom group sales and opportunities to purchase wholesale and sell retail. PHOTO: Woodward merchandise PHOTOS: three photos of Woodward t-shirts Partnership benefit • Comerica Bank is placing an $8,000 order for T-shirts, coffee cups and tote bags. New account members will receive this promotional gift. • Comerica benefits as they align their bank with the they align their bank with the byway and national treasure. • WA3 benefits as the brand increases in public awareness and from proceeds of the sale Woodward Tributes • WA3 has developed a Woodward Tribute Program. • 30’ iconic Totems which display a graphic image representative of the byways intrinsic qualities. • 27 Totems in all with an audio component to tell the story • Program installation costs are $3.5 million PHOTO: Woodward Avenue • Grant funding is available to install 2 Totems • First Tribute is to be fabricated and installed this year in Ferndale with their contribution of Engineering Services • WA3 is in discussion with both WOMC and Palace Sports & Entertainment to help fund the Tributes as a bonus when selling their advertising LOGO: Palace Sports & Entertainment Partnership benefit • Place Sports & Entertainment and WOMC are aligning themselves with the byway and national treasure. • Place Sports & Entertainment and WOMC can sell an “exclusive” sales package which includes a Tribute exclusive sales package associated with their client. • WA3 benefits as the funding for the Tributes is realized and this new attraction is implemented bring visibility to the byway with the ability to tell the byway story with artand without having to get out of your automobile. • Ferndale gets the first Tribute with the promotion and recognition. Hands Along Woodward Avenue • 2007 is Woodward Avenue’s 200th birthday • Hands Along Woodward -cross-community event stretching along the 27 miles of Woodward Avenue from the Detroit River to the city of Pontiac and involving 45,000 people forming a human chain symbolizing a region of strength heritage diversity and pride. • Approached Gleaner’s Food Bank as a partner – this event caps a 30-day food drive. Participants bring can food to participate. • Woodward Businesses volunteer as food drop-off sites. PHOTO: two posters, Gleaner’s Food Bank and Hands Along Woodward Partnership benefit • Gleaners aligns themselves with the byway and national treasure. • The Byway aligns with an organization benefiting those most in need. • Gleaners and other food banks fill their cupboards and benefit those in need. • Woodward Avenue and the byway received visibility and promotion – record setting event. Lessons Learned • Just because there doesn’t seem to be a relationship between your efforts and another party don’t assume there can’t be a successful partnership. • Think outside the box. • Just because you want to see it done ---doesn’t mean you have to do it. • If regulations cause you to be inflexible – partner with a flexible organization or form a arm that is flexible. • Promote and recognize your partners. • Small or limited staff is the very reason to establish partnerships. • Think of what value you can bring to another organization. PHOTOS: collage of photos and images of Woodward Avenue Woodward Avenue LOGO: America's Byways