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PLAN SECTIONS
Executive Summary
Planning Considerations
and Criteria
Project Plan
Implementation Plan
APPENDICES
A1 - CIP Proposal
A2 - CIP Budget
B - Planning Process
C - Forum Participant Survey
D - Forum Workshop Reports
E - Yellow Springs Brainstorming Session
F - CUPA External Perception Survey
G1 - Website Analysis Report of Findings
G2 - Website Analysis Appendices
H - Marketing Charette Report
I - Ideas Sort
J - Community Asset List
K - Cultural Corridor Description
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PLANNING CONSIDERATIONS AND CRITERIA
INTRODUCTION
Planning for this project began in July of 2005 and continued for about 4
months. The lengthy and complex process entailed soliciting and gathering the
relevant information, ideas and opinions necessary to formulate a comprehensive
and effective plan. Detailed information concerning the process is presented in
Appendices
A
and
B.
The Plan’s objective is to develop and communicate a message that will
attract more visitors to our village, attract more residents to our
neighborhoods, attract more students to our educational institutions and attract
new and existing employers to grow here. CIPAC recognized that a key element to
meet the project objective is encouraging visitation. If we can attract visitors
who are exposed to the unique and wonderful benefits of this community, some of
those will find us a "good fit" for their interests and personalities. These are
the people who then are good prospects for home purchase, job search, or
learning opportunities
As a communications project, the CIP Plan must accomplish its direct purpose
of initiating and enhancing positive communications about the community. Because
of limited resources, this plan is devoted to specific actions and efforts which
will lead to that end. While many excellent ideas were generated, some of which
show great promise for facilitating economic expansion and population
enhancement, many were beyond the realm of the communications mission of this
plan; however, in order not to lose the value of these ideas, we do make
suggestions about how they may be implemented primarily by others. All concepts
and suggestions are included in Appendix
C,
D
and
E.
To set the stage for the planned activity to move to the next phase, it is
necessary to review the basic concepts developed during the initial phases of
the project.
ASSETS
For a small community, Yellow Springs has assets that rival major cities.
These assets are what make us special and what attract visitors, residents and
businesses. They are listed in detail in Appendix
J. Below is a
description of the major categories of the special things Yellow Springs has to
offer.
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Recreation Attractions
As clarified by the External Perception Survey, we are perhaps best known
for our recreational opportunities. Glen Helen, John Bryan State Park and
Clifton Gorge come to mind immediately as destinations to hike, picnic, play
games, camp or pursue a wide variety of other outdoor activities. For cyclists
we have the Little Miami Bike Trail, a paved trail that connects communities
from Cincinnati to Springfield. In addition, the Gaunt Park fields and
swimming pool, the skate park and the John Bryan Community Center are
amenities that offer other unique opportunities. Finally, the walk-ability of
the community and bicycle-friendly streets contribute to making outdoor
pursuits a primary attraction of Yellow Springs.
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Shopping/Eating/service Attractions
Many unique shops and service businesses have found a home in the
community. Some of our restaurants have developed a reputation and attract
patrons from well outside Yellow Springs. This community is a place to find
the unique gift or delicious meal that can not be found at a mall. If we can
reach the niche buyers who want our special product or service, we can
increase volume in current business and attract new ones to the community.
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Cultural Events/Attractions
We are still known widely for the Shakespeare productions offered by
Antioch in the 1950’s. We have one of only two art cinemas in the Miami
Valley. We have an internationally recognized chamber music group and local
musicians of all types. We have talented artists, actors, writers, filmmakers
and dancers that make their home in Yellow Springs because of the creative
nature of the community. We have workshops and lectures conducted by both
local and national experts.
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Education Facilities/Opportunities
Educational opportunities and facilities in the community are both broad and
deep. Spanning the range of early childhood to elders and personal private
tutorial to major public lecture, education here is very rich. Quality stands
out with very low student/teacher ratios, and award-winning schools.
There is a full spectrum of higher education opportunities with college and
graduate studies available within the community and access to 14 other higher
education facilities within a half-hour commute. Faculty and staff of the
region’s educational institutions have disproportionately selected Yellow
Springs for their personal residence and/or place of retirement.
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Community Character
The exact nature of this community is hard to characterize but there is a
feel to the place which might best be described as "soul." Some refer to us as
"funky" or offbeat. Some describe a "caring community." Others note our
outspoken, activist nature. It is all part of that special Yellow Springs
ambiance which forms the character of our community. We are a "village family"
with all of the contradictions, conflicts and deep caring that characterize that
social unit.
COMMUNICATION TARGETS
With limited project resources, CIPAC recognized the need for a targeted
outreach to focus resources on specific customer niches that would be attracted
to Yellow Springs. Following is a summary of the niche markets identified and
which are more fully delineated in Appendix
H.
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Families Seeking Innovative/Alternative Education & Diversity
The excellence of our educational system and diversity of choices and
population make this an attractive community for families who value special
educational and social opportunities, so a primary target is educators,
especially from Antioch and other area universities.
Cultural Creatives/Innovators
The depth of offerings in our community for those interested in cultural and
intellectual pursuits make Yellow Springs a wonderful community for artists and
art lovers of all types as well as scientists, entrepreneurs and other
forward-thinking individuals.
MainStream Consumers of Small and Special Experiences
Yellow Springs is home to one of the finest restaurants in Ohio, unique
shops, beautiful natural areas, highly qualified physical and mental health
practitioners, and a family-oriented activity destination, making it a likely attraction
for what might be considered more conservative consumers from traditional
towns.
People with Strong Local Ties
Life in Yellow Springs is so special and unique that many people do not
want to leave when they have completed their studies at Yellow Springs High
School or Antioch College. Others choose to return to raise their families.
This is a group with an existing attraction to the community and with the
means of being targeted through alumni contact, newspapers, friends and
relatives.
Social/Political Activists
Yellow Springs has always been known as a progressive community with
residents who passionately advocate for their beliefs. People with alternative
lifestyles and to whom diversity is important are also attracted here. National
and global media created and consumed by social/political activists have
consistently highlighted and promoted Yellow Springs as an unusually progressive
and a "model" community.
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Lifelong Learners; Adult
The community offers educational, cultural and social activities for people
of all ages but has an especially rich community of adults who are in continuous
pursuit of knowledge and connection to the world. The McGregor School of Antioch
University focuses a large and growing variety of higher and continuing
educational opportunities solely on adult learners. In addition, there is an
abundance of workshops and lectures conducted by both local and national experts
that enrich the lives of all of our citizens.
Outdoor/Nature Recreators
It is well known by locals, and confirmed by the CUPA External Perception
Survey, that our natural amenities like Glen Helen, Clifton Gorge, and John
Bryan State Park as well as the Little Miami Bike Trail, skate park and swimming
pool are our best-recognized assets within the nearby region, making people with
those interests an important niche market.
Consumers of "Funky" Stuff
Yellow Springs has evolved into a community known for its arts and crafts,
unique clothing, natural and health food, and unusual books not readily
available anywhere else in the area, making this a likely destination for
people in search of such.
Healthy Lifestyles
This is a health-conscious community as evidenced by the multitude of health
foods available in stores and restaurants, large number of practitioners of
natural and alternative medicine, the many bicyclists on our roads in all
weather, and the incredible recreational opportunities for young and old.
Individuals who hold health and well-being as a high priority in their life are
likely prospects to find Yellow Springs an attractive location to visit and
live.
MODES OF COMMUNICATION
Three primary modes have been identified as the optimum means to communicate
our message and receive feedback about Yellow Springs. They are:
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Website
For ever
increasing numbers of consumers, the Internet is their primary source of
information. A comprehensive website is essential for any community to inform
and invite visitors and to maintain an adequate community communication
network.
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Information Center
There must be a central contact location to control the dissemination of
information about a community to assure that all contacts are being handled in
a timely, friendly and consistent fashion.
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Information Distribution Network
To enable visitors to understand all the community has to offer, it is
essential to have a system of sharing information and customers among the
businesses and event sponsors. The cross-promotional opportunities between the
recreation attractions, local retail and service businesses and events would
allow not only more sharing of customers but would attract even more attendees
by promoting the entire experience of Yellow Springs rather than a single event.
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