AWARD-WINNING DOWNTOWN REVITALIZATION PROJECTS RECOGNIZED BY CALIFORNIA DOWNTOWN ASSOCIATION
California Desk
October 11, 2009
VENTURA, California —T he California Downtown Association (CDA) presented its prestigious Crystal Eagle Achievement Award to four downtown revitalization projects at the CDA Annual Conference held Sept. 23-25 in Ventura.
The award-winning projects included the renovation of the Tehachapi Theater, the "We are San Leandro" downtown marketing campaign, the city of Roseville´s Historic Old Town project, and the record-breaking "Concordstock" event. More than 25 applicants competed for the award.
The purpose of the CDA´s Crystal Eagle Achievement Award is to recognize the outstanding efforts put forth by business improvement districts, downtown organization, and city agencies in response to the challenges of business district development, management, and revitalization. The award is divided into four categories: physical improvement, marketing and communications, planning, and special events and promotions.
The applications were judged by professionals relating to the four award categories and the overall revitalization process. The projects were judged on uniqueness, compelling story, innovation, attraction of visitors, and reproducibility.
The city of Tehachapi´s renovation of the Tehachapi Theater was recognized in the physical improvement category. Innovative "brick and mortar" projects that create or enhance economic development opportunities are represented in this category.
The "We are San Leandro" downtown marketing campaign was recognized in the marketing and communications category for its creativity and innovation in promoting and enhancing the image and economic vitality of Downtown San Leandro. Launched in 2008, the city´s campaign is intended to target and educate brokers and potential retailers on the changing demographics of the downtown trade area. The campaign is a series of creative marketing pieces featuring real people from the San Leandro community taking an active role in the revitalization of their downtown.
The city of Roseville´s Historic Old Town project was recognized in the planning category for its strategic vision and for unique planning efforts that are potentially reproducible by other downtowns. The purpose of the project plan was to design and construct a new streetscape environment that effectively met the needs of businesses, customers, residents and railroad patrons; provided an environment that encouraged new business and development opportunities; and solidified the identity of Historic Old Town as a pleasurable public area where community activities and special events can be held.
The city of Concord and the Todos Santos Business Association´s summer long "Concordstock" project was recognized in the special events and promotions category. "Concordstock" is a public art project celebrating 20 years of music programs at Todos Santos Plaza in downtown Concord. The event broke the Guinness World Record of largest guitar ensemble in 2008, with 2,052 guitar players strumming "This Land is Your Land," by Woodie Guthrie.
The representatives of the four award-winning programs were honored at the CDA Crystal Eagle Luncheon during the conference and were presented with beautiful crystal eagle statues. The winners presented their projects to conference attendees and provided details on implementation and funding.
The award-winning projects included the renovation of the Tehachapi Theater, the "We are San Leandro" downtown marketing campaign, the city of Roseville´s Historic Old Town project, and the record-breaking "Concordstock" event. More than 25 applicants competed for the award.
The purpose of the CDA´s Crystal Eagle Achievement Award is to recognize the outstanding efforts put forth by business improvement districts, downtown organization, and city agencies in response to the challenges of business district development, management, and revitalization. The award is divided into four categories: physical improvement, marketing and communications, planning, and special events and promotions.
The applications were judged by professionals relating to the four award categories and the overall revitalization process. The projects were judged on uniqueness, compelling story, innovation, attraction of visitors, and reproducibility.
The city of Tehachapi´s renovation of the Tehachapi Theater was recognized in the physical improvement category. Innovative "brick and mortar" projects that create or enhance economic development opportunities are represented in this category.
The "We are San Leandro" downtown marketing campaign was recognized in the marketing and communications category for its creativity and innovation in promoting and enhancing the image and economic vitality of Downtown San Leandro. Launched in 2008, the city´s campaign is intended to target and educate brokers and potential retailers on the changing demographics of the downtown trade area. The campaign is a series of creative marketing pieces featuring real people from the San Leandro community taking an active role in the revitalization of their downtown.
The city of Roseville´s Historic Old Town project was recognized in the planning category for its strategic vision and for unique planning efforts that are potentially reproducible by other downtowns. The purpose of the project plan was to design and construct a new streetscape environment that effectively met the needs of businesses, customers, residents and railroad patrons; provided an environment that encouraged new business and development opportunities; and solidified the identity of Historic Old Town as a pleasurable public area where community activities and special events can be held.
The city of Concord and the Todos Santos Business Association´s summer long "Concordstock" project was recognized in the special events and promotions category. "Concordstock" is a public art project celebrating 20 years of music programs at Todos Santos Plaza in downtown Concord. The event broke the Guinness World Record of largest guitar ensemble in 2008, with 2,052 guitar players strumming "This Land is Your Land," by Woodie Guthrie.
The representatives of the four award-winning programs were honored at the CDA Crystal Eagle Luncheon during the conference and were presented with beautiful crystal eagle statues. The winners presented their projects to conference attendees and provided details on implementation and funding.
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