West Humboldt Park Neighborhood Marketing

WELCOME TO
For those who want to take ownership, West Humboldt Park, canopied between Garfield and
Humboldt Parks, is a place for new beginnings amidst authentic architecture just minutes west
of downtown where you earn equity of all kinds (social, home, cultural, small business, etc.)
Neighborhood Marketing Program
“Your brand is what people say about you when you are not around.” North Star Destination Strategies
West Humboldt Park Neighborhood
Brand Platform
Target Audience:
For those who want to take ownership,
Frame of Reference:
West Humboldt Park, canopied between Garfield and
Humboldt Parks,
Point of Difference:
is a place for new beginnings amidst authentic
architecture just minutes west of downtown
Benefit:
where you earn equity of all kinds
(social, home, cultural, small business, etc.)
Marketing Plan Goals
• Permission to believe
• Cumulative, organic engagement
• Investment
Marketing Plan Strategies and Tactics
• Build organization for momentum
• Know your neighbors
• Project your preferred image
• Identify key partners
Re-focus on the Positive
• “Consistent price increases in neighboring Wicker Park and Logan Square have caused home
buyers to settle in nearby Humboldt Park, where prices are lower and space is more abundant than
in the more expensive areas nearby. Humboldt Park has a wide variety of historic homes as well as
new construction homes with green features, all creating an eclectic mix of housing options for
those looking to buy.
buy This area also has ample green space thanks to recent infrastructure projects
such as the revitalized Bloomingdale Trail, which created Chicago’s first elevated public park and
nearly three miles of multi-use recreational space for area residents.” Redfin.com
• “Apart from the obvious attraction of the acres of green recreational space offered by the parks,
West Humboldt Park is also bordered by Garfield Conservatory and the coming Bloomingdale Trail
– a proposed two mile elevated, multi-use, linear park and trail. New educational institutions
include Rowe Clark Math and Science Academy, the newly renovated state of the art Westinghouse
High School and the Richard M. Daley Library.... Iconic local businesses include: Roeser’s Bakery,
Jimmy’s Red Hots, Rosa’s Lounge blues club on Armitage, and Headlines Barbershop, along with
newcomers on Chicago Avenue – Brother-In-Law Ribs and Turkey Chop Gourmet Grill – and
Inspiration Kitchen on Lake Street....While even its most committed residents will admit that the
West Humboldt Community has not yet overcome all of its challenges, it is still an affordable,
diverse community with an eclectic mix of amenities.”
amenities NHS of Chicago website
Branding and Marketing
Critical Partnership between
Business Development and Housing
West Humboldt Park NHS: Housing
West Humboldt Park Development Council: Retail (Chicago Avenue)
Light Pole Banner Unveiling Ceremony
Maintaining Brand Consistency
Business Attraction with the WHP Brand
for the Chicago Avenue Corridor
Marketing and Branding
Attracting Resources to West Humboldt Park
City of Chicago Humboldt Park Micro-Market Recovery Program
427 N. Central Park - Before
427 N. Central Park – After
NHS Purchase Rehab Loan; TIF purchase –rehab forgivable loan;
NSP purchase-rehab forgivable loan
541 N. Trumbull
Vacant property prevented – NHS Purchase-Rehab loan
500 block of N. Central Park - BEFORE
Marketing through Superblock Transformation
During
After
550 N. Central Park – Before, During and ….
After!
544 N. Central Park - After!
529 N. Central Park – Ripple Effect Private
Investor – Before
529 N. Central Park - After
3550 W. Franklin Boulevard
Before Intervention
3550 W. Franklin Boulevard
During – Decorative Board Up/Clean Up
3550 W. Franklin Boulevard
After
Work and Play More Together
West Humboldt Park NHS
Last 4 Years of Accomplishments
• In the last four years, West Humboldt Park NHS has saved 84 West Humboldt Park
homeowners from foreclosure through loan modifications and Illinois Hardest Hit Fund grants.
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• In the last four years, West Humboldt Park NHS saved
West Humboldt Park homeowners
$119,731 in savings from comparison shopping over-priced homeowners insurance and
overlooked property tax exemptions.
•
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• In the last four years, West Humboldt Park NHS impacted
West Humboldt Park homes
with $4,837,717 in NHS lending for purchase, purchase-rehab, refinance, refi-rehab and
18
home improvement.
new homeowners were created through NHS lending of which
were NHS purchase rehab loans that reclaimed vacant properties to homeownership.
8
Critical Challenges/Responses
• Buy and Board Investors /
NHS pre-approved first-time homebuyers/TIF, MMRP, NSP grants
Critical Challenges/Responses
• Chicago Avenue/Special Service Area (SSA)
• Crime and Safety/CAPS meetings; focus on reclaiming vacant
properties
• Resident belief in the brightness of the future of West Humboldt Park/
Increased resident participation and leadership: Sweep and Greets,
NHS Block Ambassadors, Kells Park Advisory Council, Block Club
Network, CAPS, Farmers Market, Parent Involvement in Schools
(Parent Groups/LSC participation/Safe Passage)
W. Chicago Ave Revitalization Project (WCAR)
– WHPFCDC/West Humboldt NHS/CCLF
SSA # 63 – West Humboldt Park
Community Branding – West Humboldt
NHS/SSA #63 West Humboldt Park
Kells Park
Children’s Place Association
Turkey Chop Gourmet Grill
3507 W. Chicago Ave
Proposed Brown Sugar Bakery Site – 3525
W. Chicago Ave
The Salvation Army – Freedom Center
Kellls Park Firehouse
W. Chicago Ave – Retail Node
West Humboldt Park Blooming
April 23, 2015
Presented by
The Neighborhood Foundation
Christopher Toepfer
ctoepfer@tnfamerica.com
312 863 9111
www.tnfamerica.com
The 3 Ss' of Neighborhood Revitalization
Structures
Shopping
Safety
Three Take-Aways
Decorative Board-up ..
1. Is a tool for neighborhood revitalization
2. Costs the same as conventional techniques
3. Is more secure than conventional board-up
Decorative Board-Up
The Challenge
• Unattractive
• Attract crime
• Vandalism
• Theft
• Drags down the
surrounding
neighborhood.
The Bottom Line:
Nobody wants to live next to
a boarded up building
No matter how nice the house is
No one wants to live next to an abandoned building!
Broken Window Theory
• Decorative board-up
can quickly and
inexpensively address
the first signs of trouble
on the block.
Traditional Neighborhood Revitalization
Consider a new range of service to fill the Gap
• Neighborhood Safety:
– Decorative board-up
Vacant/
abandoned
property
• Clean-up:
– Lots and occupation debris
Renovated/
occupied
property
Traditional Neighborhood Revitalization
Without these services
You can’t get to here
• Neighborhood Safety:
– Decorative board-up
Vacant/
abandoned
property
• Clean-up:
– Lots and occupation debris
Renovated/
occupied
property
Decorative board-up is...
an alternative to Demolition
For every one building you tear down,
you can secure twenty five with
decorative board-up.
Some considerations
traditional board-up
• Color of plywood
– Earth color
• Effects of weather
– warping
• Graffiti magnet
• Looks boarded
West Humboldt Park
Louisville
THANK YOU FOR VISITING