OVERVIEW
Led community research to understand how residents and business owners experienced Downtown Welland and where they wanted to see improvement.
I developed and distributed a community survey, engaged businesses directly, analyzed responses, and translated findings into priorities across beautification, communications, programming, and downtown engagement.
ROLE
Community Marketing & Events Manager
Approach
1. Gathering Resident & Business Insights
We developed a survey to gather feedback from the people who lived, worked and operated businesses in Downtown Welland.
To increase participation, I visited businesses throughout the downtown, spoke directly with owners and staff and distributed a QR code that made the survey easy to access. This personal outreach gave me an opportunity to explain why their feedback mattered and encourage them to participate.
The survey explored how people viewed the downtown, what they believed was working and where they wanted to see greater attention or improvement. The resulting Downtown Community Report Card gathered perspectives from both businesses and residents and helped provide direction for the BIA’s future work.
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.
Outcome
The research gave the BIA clearer direction by connecting resident and business feedback directly to decisions around downtown improvements, communications, events, and future priorities.
The project reinforced an approach that continues to guide my work: understand the audience first, then use evidence to shape strategy.
Capabilities Demonstrated
Community Research
Created and led the downtown survey from start to finish, including developing the questions, collecting responses from residents and business owners, reviewing the feedback and helping communicate the findings.
Place Branding
Helped improve the downtown’s visual experience by planning the placement of banners and planters and coordinating the Main Street Bridge illumination schedule.
Audience Engagement
Visited downtown businesses directly, spoke with owners and staff and distributed the survey QR code to encourage participation and gather a range of perspectives.
Event Marketing
Helped plan and promote large public experiences that attracted visitors and gave people more reasons to spend time in Downtown Welland.
Insight-Led Strategy
Analyzed the survey responses and used the findings to help guide decisions around beautification, maintenance, promotions and downtown programming.
Public Communication
Shared survey findings and promoted open board meetings so residents and business owners could stay informed and continue contributing to downtown planning.