50th & France: Reactivating A Premier Business DistrictClient: City of Minneapolis
Client: 50th & France Business Association
Date Range: 2019-2023
Summary: The Musicant Group provided association management services to the 50th & France Business Association, with the goal of increasing foot traffic in the district, bringing in more customers for businesses, and building an identity for the district as a positive gathering place to shop, connect with the community, and attend events. Through thoughtful third-party management, consistent member engagement, and the creation of sustainable event programming, we positively effected foot traffic and retail absorption in the district.
Project Goals & Strategy
Our goal was to help 50th & France become a more vibrant and attractive business district. We worked to increase foot traffic, and sustainable models for producing seasonal events which would positively reinforced the district brand.
Besides providing a third party staffing model for the association, our strategy involved consistent member communications and engagement, to create buy-in and energy amongst member businesses through event partnerships and promotions.
What we did
Programmed signature, district events, including Music on the Plaza, Fitness on the Plaza, the Tree Lighting Ceremony, and more.
Produced the Edina Art Fair
Managed website, social media and newsletter communications
Maintained member management software
Managed permits, licenses and approvals for all events
Produced wayfinding materials, including district maps and signage
Outcomes & Benefits
The state of the 50th and France District has rarely been stronger, with new stores, low vacancies, strong brand, and pedestrian counts at new heights.
Pedestrian traffic increased 30%, from pre-pandemic levels, with an estimated additional 12K - 15K people have visiting the district, and spending time in businesses in 2021
The district has experienced strong retail absorption
Testimonals
-
“We would like to become more involved than we have been in the past!”
- Business District Member
-
“I am excited about all the great things happening in the 50th and France area. Thank you for assisting all.”
- Business District Member