Lebanon
But since the area’s current brand is unclear, officials are asking for help with creating a new downtown identity.
During a public meeting on the city’s ongoing visioning study, attended by about 50 people last month, nearly half of those polled said downtown Lebanon has no brand. The remaining respondents’ answers were almost evenly split between those who say the downtown does have a brand and those who were unsure.
As a result, officials now are asking for residents’ input via an online survey on potential branding for a revitalized downtown.
For the past year, city officials have been working with consultants to craft a long-term visioning plan for future development of downtown Lebanon.
But in order for that visioning plan to be successful, the city will not only need to make improvements to the downtown infrastructure, but also change public perception of the area, Lebanon Planning Director David Brooks said. That’s why officials are asking for help to determine the downtown’s brand.
“The idea is the brand helps achieve the vision by building enthusiasm (and) building the consensus that we’re trying to achieve downtown,” Brooks said.
That consensus includes reconnecting to the Mascoma River. Initial plans call for restoring an old railroad tunnel for the future Mascoma River Greenway, a pedestrian and bicycling trail; development of mixed-use buildings on current parking lots; and creating green space near the river.
The goal of the online survey, Brooks said, is to better inform consultants whether becoming a riverfront community is what downtown residents and visitors want. Once that’s determined, the city can begin making plans to market that brand.
At the June public meeting, consultants polled attendees about what they hope to see the downtown become. When asked what makes the current downtown special, 45 percent responded “small-town atmosphere.” The second highest answer, at 16 percent, was its “connection to the river,” according to survey results on the city’s website.
Those polled were asked to choose a praise that best reflects the downtown’s brand. About 50 percent answered, “A great place to live, work and play,” while 16 percent responded “where arts and culture in the Upper Valley are front and center.”
Respondents also polled highly in favor of Lebanon becoming a place known for having a high quality of life, as well as its recreational tourism, cultural events and shopping.
Before Lebanon embarks on an infrastructure project that could cost an estimated $6.8 million over 15 to 20 years, consultants told the crowd the city should look to other communities that successfully revitalized. Consultants specifically pointed to Brunswick, Maine, and Saint Albans, Vt., as downtowns with vibrant activity and distinct brands.
The city of Saint Albans sits north of Burlington and is home to 7,000 residents. Its downtown is in the process of redeveloping, but the project hasn’t been easy, City Manager Dominic Cloud said. To drive growth and create interest in the downtown, city officials took the stance that “public investment will lead and private investment will follow.”
Through aggressively pursuing grants, bonds and tax increment financing, more than $40 million has been invested into Saint Albans’ downtown by public and private groups.
“We’ve put a lot of skin in the game,” Cloud said. “We bought the buildings, demolished what we didn’t want to see” and partnered with private companies.
It’s paid off so far, he said. There are brand-new hardware stores, office space and a Hampton Inn that chose to make Saint Albans its home.
Branding also has played a role in Saint Albans’ transformation. Cloud said the city has undertaken intense streetscaping and makeover projects, and also is designing a new logo.
The city is beginning “implicit branding,” too. As the downtown begins to change, he said, the city will look to advertise its improvements, school district benefits and economic climate in Saint Albans.
“You don’t want to start selling it too early,” Cloud said.
In Brunswick, Maine, a combination of local events, village improvement projects and public-private partnerships have allowed the downtown to flourish over the past five years.
“We don’t have an empty storefront in downtown Brunswick,” said Debora King, executive director of the Brunswick Downtown Association.
Near the banks of the Androscoggin River, she said, the town hosts a 10-week concert series, art festival and adult events, such as a ladies night. During the holiday season, the association also hosts an annual holiday lighting program attended by more than 500 people.
But downtown would be hard pressed for success without partnering with the town, King said.
“They really get a good idea of where we’re going and how we can work together,” she said. “ ‘Collaboration’ is not just a buzzword, but a word we truly live by.”
Town officials work to make sure sidewalks are repaired, the downtown is clean and streetlights function well, she said. Public safety officials also work with event organizers.
“We found that in order to attract folks to downtown, it has to be clean and safe,” she said.
Businesses also are encouraged to improve the community. The downtown association recently distributed $250,000 in facade grants to stores. Although the funds were matching, King said, about $800,000 in improvements resulted from the effort, which encouraged all business owners to renovate.
Upon hearing that downtown Lebanon is located on the banks of the Mascoma River, King encouraged the city to “capitalize on that.”
“People want to be outside and want to be able to identify with something,” she said.
Across the Connecticut River, White River Junction also has seen a revitalization of its downtown. But unlike Saint Albans or Brunswick, it came slowly over more than two decades, Hartford Town Planner Lori Hirshfield said.
Initial redevelopment plans began in the 1990s, she said, but it wasn’t until businesses, the arts community and town came together in the late 2000s that White River Junction began to transform into the arts center it’s known as today.
“What could White River Junction offer?” she asked. “It wasn’t going to compete with West Lebanon (in terms of large commercial stores). That was clear.”
Northern Stage came to the area in the late 1990s, Hirshfield said, followed by the Center for Cartoon Studies and several art studios.
Branding didn’t play heavily on people’s minds when development picked up, she said, but White River Junction’s reputation as an arts center and home to emerging businesses now is paying off.
The online survey can be found at lebnh.net. Brooks, the city planner, said it will be available for the majority of July, and preliminary branding plans will be presented to the city in August.
Tim Camerato can be reached at tcamerato@vnews.com or 603-727-3223.