Excellence on Main Award

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Innovative Partnership Campaign

Awardee: Vancouver Downtown Association

Award: Economic Vitality

Year: 2015

City: Vancouver

The Vancouver Downtown Association (VDA) knew that the City of Vancouver was given the Innovative Partnership Zone designation by the State of Washington in an effort to attract more creative businesses. As one of two areas in the city that would receive special focus, the downtown association knew they would be working with several partners, including the Columbia River Economic Development Council and the City, and that it was the VDA’s responsibility to define downtown in a compelling way.

The VDA chose to fund two projects to tell Vancouver’s story and meet the identified goals of attracting visionary businesses and their employees to the downtown core. Additionally, VDA needed to identify ways to keep those employees as residents and demonstrate how nearby recreational opportunities and other quality of life factors are optimized in the city center.

The recruitment brochure is the reincarnation of a six-year-old version with updated information and partnerships and a new layout. The video component is intended to tell three stories about investing in downtown Vancouver: what it is like to live downtown, what it is like to own a business downtown, and what it is like to develop projects downtown.

Since the promotional materials were introduced, they have been incorporated into the region’s recruitment efforts and have been a valuable tool for landlords to fill spaces downtown. The video has been viewed nearly 9,000 times since it was posted, and the brochure has been viewed hundreds of times online and is in its second printing.

“The VDA has done an amazing job of communicating to the business community the value of a vibrant downtown,” says Sarah Hansen, Washington State Main Street Program Coordinator. “This high-spirited approach to business recruitment has been a great success and has really conveyed the personality of downtown Vancouver.”