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Growing Highlands
Written By: Donna Rhodes | Issue: 2017/08 - August
For the past year the Highlands Chamber of Commerce has been working with Chuck Ewart and his business improvement team, creating a customized model for meeting the needs of our
unique community.
Their strategy is two-fold: first, attract visitors and potential residents (viable customers/supporters of our region and its commerce); and second, engage them to keep them coming back and/or settling here.
Destination marketing is key to attracting these people to Highlands. By giving our town its distinctive brand, by hosting quality events, and by promoting shopping, dining, social events, arts, and entertainment, Highlands businesses and organizations will thrive.
Surveys of towns and cities across the nation show a trend toward abandoning suburban malls for the magic of a downtown’s distinctive energy. The chamber is utilizing that knowledge in its marketing strategy to tap into this important societal evolution.
What currently brings people to Highlands? Its beauty and charm. That’s already well-established. We also have quality events and entertainment. The goal now is not to make more, but to make more of what we already have. That brings us back to marketing and getting the word out.
By ramping up our information-gathering, we’ll be able to better target customers based on their demographic. Other tactics: spruce up our curb-appeal, rate what’s working and what’s not, and utilize social media,
In addition, the team determined Highlands business would benefit by hiring a marketing director and an events coordinator. Both would answer directly to the executive director.
The marketing director must be experienced in planning/managing strategic initiatives, timelines, and budgets. He/she must be active in implementing the goals and strategies the Chamber/Ewart team has established.
The events coordinator would oversee all events, those established and those he/she would create. She/he would also serve as liaison to outside events such as Highlands Food and Wine.
The chamber has received many impressive applications for both positions and expects to announce the new officials soon.
