DOWNTOWN WELLAND BIA

Audience Research and Marketing Analytics

1. Resident & Audience Research

I led a qualitative research project to understand how residents felt about Downtown Welland’s events, businesses and ongoing development projects.

I gathered community feedback, reviewed the responses and organized recurring comments into themes so the BIA could see what residents valued, what they wanted improved and where there were gaps in the downtown experience.

I then translated those findings into clear takeaways that could be used during planning for the following fiscal year. Instead of relying only on internal opinions, the organization had direct community feedback to help guide future programming, events and marketing decisions.

2. Demographic Analysis & Fundraising

Beautification and maintenance emerged as important parts of the downtown experience.

Through interviews and surveys, we captured the heart and stats of Welland’s vibrant BIA community

I helped support the planning of physical improvements, including identifying locations for planters and banners throughout the downtown.

We used that feedback to guide visible changes downtown, from the placement of planters and banners to the bridge’s monthly illumination schedule.

I also coordinated the illumination schedule for Welland’s Main Street Bridge. I received requests for colours connected to celebrations, causes and community moments.

This work showed how community feedback could be translated into practical improvements that people could see and experience in the downtown.

3. Using Audience Insights to Shape Programs & Communications

Community feedback also reinforced the importance of promotions and events that gave people reasons to visit and spend time downtown.

I helped plan and market major public experiences, including Feast Street Niagara, the Concerts on the Canal series and the opening ceremonies for the 2018 Canoe Polo International Championship.

My broader role included coordinating event marketing and logistics for experiences attracting audiences of up to 15,000 people. These events were part of a broader effort to respond to what the community wanted and give people more reasons to visit and spend time downtown.

I helped promote the BIA’s board meetings as opportunities for members of the public to attend, learn about downtown initiatives and share their perspectives.

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