The Marketing of Carlisle : Part III

by Charlie Andrews

The Decline Again

Over time, most organizations, businesses or communities fall into a routine. There is no individual fault, yet we are all at fault as we become comfortable, and complacency creeps into our routine. This is a difficult thing to combat, but it is particularly disastrous for what is essentially a marketing effort. We need to continue finding ways of increasing our marketing to the outside world, and ways of funding it. Our efforts have stalled, because our current plan for addressing this is no longer effective.

The downtown’s new decline is now apparent and has begun a vicious cycle. As empty storefronts appear, they are not soon filled with new merchants. They remain empty, become trashy looking, weeds are beginning to grow and tree wells are not maintained.

Stores become harder to rent, and rents start dropping. This allows less-credible merchants in who do not maintain or improve their storefronts, sidewalks, window displays, etc. The gutting of the sign ordinance further enhanced this deterioration. These less-credible merchants don’t stay long, and we are left with either another empty and now further- deteriorated site, or another less-credible merchant who is not going to last either.
All this means fewer people on the sidewalks, so they become attractive to skateboarders and bicyclists. This is illegal, but because there are fewer merchants or shoppers to complain, even less attention is paid to the downtown. Even traffic and crosswalk enforcement declines for the same reasons.

An ominous indicator of the downtown’s decline is that this year (2004) a building owner applied for and received a zoning exemption to convert a storefront into a residential apartment. For the downtown, this is “the kiss of death.”

Go to Part IV

IntegrityWorks Coaching

IntegrityWorks Coaching is a values-driven consulting company focused on planned and purposeful growth for individuals, teams and organizations, with a specific emphasis on sales training, sales and leader coaching, and outsourced sales management. The focus of our professional services is driven first by the development of people; followed by the creation and commitment to proven processes; leading to enhanced, lasting and measurable productivity; and finally resulting in profitable growth for individuals, teams and organizations.

14 Downing Street
Carlisle PA 17013

Oaktree Environmental Services

In 2007, former US Army veterans, John New and Steve Kreis, recognized the need for improving the quality of services available to the public in the area of wastewater treatment and hauling. Armed with the knowledge and experience of providing great customer service, they set out to form a strong brand that stood for loyalty and integrity.

In 2008, Oaktree Environmental Services, Inc. was formed and began acquiring and consolidating small, family-run septic and portable restroom companies with the goal of providing great, consistent service at a fair price.

From 2008-2012, Oaktree has seen consistent growth and provided jobs – bucking the industry trend. Being a veteran-owned organization, Oaktree gives back to the community veteran organizations through free and discounted services. We also support local youth programs and schools.

In 2011, Oaktree Environmental Services opened its second office in Newport, PA to offer Perry County residents the same great service that Cumberland County residents have come to rely on. Oaktree attributes its continued success to providing great service at a fair price.

Oaktree Environmental Services is a full-service provider of septic system services including tank cleaning, repairs and installation. We also sell and rent the cleanest portable restrooms available for your events.

Thank you to our customers for their support over the last four years as we have strived to exceed your standards for customer service.

298 McAllister Church Rd. Suite D
Carlisle, PA 17015

Penn State’s Dickinson Law

Penn State’s Dickinson Law

Dickinson LawFounded in 1834, The Dickinson School of Law is the oldest law school in Pennsylvania and the fifth oldest in the country. Over the years, our graduates have included the nation’s finest attorneys, judges, government and corporate leaders, and legal educators. Our 1997 merger with Penn State expanded our reputation, network, and joint degree programs—complementing Dickinson Law’s legacy as an innovative leader in experiential education.

Highland’s Tire

Highlands Tire & Service LogoHighlands’ Tire and Service is a full service tire dealer and automotive repair company. We sell passenger, light truck, truck, farm, lawn and garden, and off the road tires, and we do more than just sell tires; our certified technicians will take care of all your automotive needs.

We strive to keep you coming back time and again. We do this by consistently exceeding your expectations and by offering the highest level of service in the industry. We carry a large inventory of tires at very competitive prices. If we don’t have the tires you are looking for, chances are we may have it at one of our other locations and we can get them to you quickly through our inter-store transfer system.
Phone: (717) 243-1382
Address: 1257 Holly Pike,
Carlisle, PA 17013

7:30AM – 5:30PM M-F
7:30AM – Noon Sat.

At Highlands’ Tire and Service we pride ourselves in “Hometown service from world-class people”. Highlands’ Tire has been family owned and operated since 1948. We have stayed in business that long by practicing ethical business methods and cultivating honest relationships.

Stop in at a Highlands’ Tire and Service Center near you and “GO WITH THE PROS”

Carlisle Antique Dealers

The Downtown Carlisle area has so much to offer and Antique shopping is no exception!

Visit: Carlisle PA Antique Dealer Guide

You can spend hours in our town and surrounding area, browsing the collections of many shop owners. From polish pottery and display cases made from antique window sills and frames at Firehouse Antiques on West Street in Carlisle, to over 100 different vendors at Bedford Street Antiques (the old Carlisle Garment Company), to shop owners that can tell and show you some of the history of the Carlisle Area.

Each antique shop has their own unique qualities that can turn your browsing experience into a ‘What’s around that corner?” adventure!

If you are searching for that once in a lifetime find, or simply browsing for something that catches your eye, don’t forget to chat with the shop owners and keepers.  Their stories can turn that simple object in the corner to the treasure in your living room.  Visit the Carlisle PA Antique Dealers Guide.

The Marketing of Carlisle : Part IV

by Charlie Andrews

A Return To Growth

What does a viable, dynamic and prosperous downtown offer?
• Increased employment.
• Increased property values.
• The adaptive reuse and renovation of older existing structures.
• Increased tax revenues.
• A more attractive community for new business, industry and residents.
• Enhanced quality of life for all of Carlisle.

The “Marketing of Carlisle” concept is supported by significant data and research. A 1997 study commissioned by the Greater Carlisle Chamber of Commerce and prepared by the Danth Corporation is called A Retail Marketing Strategy for Carlisle, PA. The study cites the strengths and weaknesses of Carlisle, and recommends strategies for revitalization. In regards to the downtown it says: “This downtown has a number of important assets, not the least of which is a leadership that fashioned an effective positioning strategy and made important improvements. Because of these improvements and policies, as well as the downtown’s other development assets, DANTH believes that Downtown Carlisle is ready to emerge from its chrysalis and become a true regional destination.”

In 2000, an actual blueprint for the downtown’s revitalization came from the Cumberland County Redevelopment Authority, and was approved by the DCA. It is titled Carlisle MainStreets Plan: The Road to Shaping the Downtown into a Commercial and Retail Power Center. The plan describes the leasing of 30,000 square feet of first floor space for prime retail space, the development of 20,000 square feet of class A office space on second floors, and 25 market rate apartments in the downtown. It also addresses public relations and business recruitment, facade and public private site improvements and even public and semipublic art. In conclusion, the report states: ”Consensus on a downtown strategy is of critical importance. National retailers overall want to know what the overall goals of the downtown revitalization effort are before locating in a downtown. Funding agencies such as state government also want assurances that there is consensus on an overallstrategy. For these reasons, Carlisle MainStreets can be an important document to help guide the downtown effort in both the short and long term.”

The recently completed Drive Shed Report by the South Central Assembly for Effective Governance states that within a 20 minute drive of Carlisle: “The population in this area is estimated to change from 393,935 to 395,848, resulting in a growth of 0.5% between 2000 and 2004. Over the next five years (2005-2010), the population is projected to grow by 1.6%”.

The return to growth for the downtown will require a resurgence of the DCA. The DCA’s executive director’s position needs to be upgraded in salary and benefits. The position’s job description needs to have an overriding emphasis on marketing and communications. There needs to be an increase in funding for materials, memberships in outside marketing groups, advertising packages in outside areas we are targeting, etc. Again from the DANTH study: “The responsibility for implementing the Downtown development strategy presented in this report would fall mainly upon the Downtown Carlisle Association (the DCA). While in the past the DCA has shown itself to be an effective organization, it is highly doubtful that this small staff and modest budget will be sufficient to implement the proposed strategy. The required heavy promotions and advertising, in both the print and broadcast media, means that the DCA will need substantially more program funds for air time and print ads. The additional recruitment efforts, targeted though they might be, will also require additional program funds. The ads, promotions and recruitment materials will all have to be designed. All of this will require additional staff who have the proper training and job experience.”

Funding this effort initially for the first five years should be a coalition of the Borough, County, Chamber of Commerce, DCA, major businesses and industries. It should also include any state or federal funding sources such as Community Development Block Grant funds and the Department of Community and Economic Development and other private and local sources detailed in the Carlisle MainStreets Plan. Two years before the end of this funding period, the borough should enact an ordinance for the creation of a “Business District Authority” (BDA), or as described in the DANTH study: “DANTH strongly recommends that Carlisle’s leaders seriously explore the feasibility of establishing a Downtown Investment District to provide some of the additional funds the DCA will require.”

The report further states: “These districts are a mechanism that allow downtown business operators and property owners to assess themselves and thus raise the funds needed to provide the special services and improvements that can revitalize a downtown. The other citizens of the municipality are not assessed! but all who might benefit from a special service district are assessed according to some fair and agreed upon formula.”

The bottom line is that we will know if this course of action is working within three years, and if it is, the BDA or some other formula to sustain it will be doable.

Development a marketing plan is crucial, and this responsibility would be that of the executive director of the DCA. This would become a strategy to use our funds tactically to derive the greatest return.

Go to Part V

The Garden Gallery

The Garden Gallery, owned by Charles and Susie Andrews, was established in 1976 in historic downtown Carlisle, and is the oldest fine arts gallery in Central Pennsylvania.
The gallery is also famous for its custom framing/design center as well as for art, photography and frame restoration. Charles has extensive experience in using various materials and fabrication techniques, and is a technical consultant to artists and corporations regarding fabrication, display, and archival protection of art works.

Charles and Susie are also both artists working in ceramics. Their work is shown at the gallery along with a number of outstanding artists some of whom have been represented by the gallery for over 20 years. The Garden Gallery primarily represents Pennsylvania artists along with a few nationally recognized artists from New York, New Mexico, and Kansas.

The gallery showcases its fine arts and crafts with art shows throughout the year. You will find fine original paintings, hand blown glass, ceramics, (functional as well as non-functional), silver jewelry, photography and more. The Garden Gallery is a celebration of not only the handmade but of a community that exists to create for personal and public satisfaction, and to promote and enhance the world in which it exists.

Business Airport of Carlisle

Carlisle, PA 17013

The Business Airport of Carlisle, serves about 66% local general avaiation and the remainder is through traffic (or destination) aircraft.

Reports of the staff at the Carlisle Airport are very positive, showing that our area again has a genuine caring community, with a sense of humor.

The website in the link is not specifically for the airport itself, but the AirNav site which holds and updates technical information.