Last fall the Downtown Hamilton Business Improvement Area Board of Directors commissioned Factor(e), a local marketing and communications expert firm to develop a new brand, image and tag line for the organization.
But first we had to do some research. So through one cold week in November 2015 volunteers and staff of the BIA went out and asked some questions. What did people think about Downtown these days? How often do they come downtown? Why do they come downtown? Do they live close by or do they travel a bit to get here? What do they like and dislike about Downtown?
The Downtown core is currently in the midst of a shift where people are becoming more and more engaged with the area. Data obtained shows that 45% of people do visit Downtown Hamilton, 23% don’t visit, and 32% sometimes or rarely visit. Those that are currently visiting, living, or working Downtown are those that generally see the potential and success of Downtown. Those that don’t or rarely visit Downtown Hamilton were the respondents who tended to have more negative perceptions of the area.
For you those of you who live, work or visit Downtown Hamilton – great job! You see the potential. You feel the excitement. So we needed a new look to go with this new wave of energy.
“Downtown Hamilton is the re-emerging heart of the city. The area delivers a distinct experience and energy through quality businesses and diverse events. It is also where people can experience the history of the city while enjoying the new offerings found within it. The Downtown Hamilton BIA is one of the most influential organizations when it comes to promoting the area and advocating for the businesses within their boundaries. The new branding and messaging has been created to support the BIA in making an even bigger impact by encouraging people to come “to the core” and building awareness of the main pillars that make up Downtown Hamilton: (1) Arts, – CREATIVE TO THE CORE
(2) entertainment – CAPTIVATING TO THE CORE (3) food and drink – APPETIZING TO THE CORE (4) services and shopping – DEDICATED TO THE CORE (5) professional businesses – PROFESSIONAL TO THE CORE and (6) living – GENUINE TO THE CORE. It is the goal that branding and messaging will attract more people to the core whether it be to live, work or visit.
“to the Core” has been developed to work in two ways. Firstly it is a call to action as an invitation to “Come to the Core” and experience all the exciting amenities, services and events it has to offer. The second is a way to communicate the passion found in Downtown Hamilton. To be something to the core means that a person embodies a trait to every fibre of their being. There are thousands of passionate Hamiltonians and businesses contributing to the Downtown, and their individual ambitions are critical contributions to the success of our Downtown.
We invite you to support this new look and feel for Downtown Hamilton by using the hashtag #tothecore when you are describing something that relates to a positive experience you have had in Downtown Hamilton.