Scott Sewell

Owner - Scott Sewell

Presenting the study's results was Scott Sewell, owner with Eclipse Communications.

Survey findings were surprising at times and natural in other areas, Sewell noted.

For example, the trade area was "a little more local than I thought," Sewell explained.
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"Everyone's looking for the best deal," Sewell pointed out.

However, the 50 merchants surveyed ranked their quality products and excellent customer service as top reasons why locals spend money downtown.

The survey also highlighted the local perception of downtown as a clean, friendly, attractive place but with a downfall in the areas of clothing - men's, women's and children's.

People go to Elizabethton for such shopping, Sewell added, which is not a new trend according to the business owners present.

In his presentation, Sewell also looked at recent changes in shopping habits since the courthouse moved to another side of town, taking its business along.
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The key is still in its local customers and the way businesses market to them, Sewell said.

"You have a very functional downtown," he said several times in his speech.

Keeping a busy atmosphere, offering incentives, advertising and creating partnerships will keep the downtown area functional for the community and attract tourism and more businesses.

Creating possibilities for community members to live downtown in quality housing was also mentioned as an important factor in downtown revival.

Second-floor living with a great view and no shoveling or mowing to worry about is a desirable solutions for many singles and even families, Sewell said.
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"Local consumers keep the downtown healthy an alive," Sewell said.

Another guiding principle Sewell mentioned was retaining existing businesses in the downtown area in order to recruit new business owners.

"Change is inevitable," he told the audience.

ASHLAND - The Ashland Board of City Commissioners has agreed to hire Scott Sewell of Eclipse Communications to conduct a downtown Ashland market analysis project.

The project satisfies some of the requirements cities must meet before becoming eligible for Gold status in the Renaissance Kentucky program, which is designed to help cities make their designated business districts more attractive.

Scott Sewell of Eclipse Communications, a Kansas-based consultant hired by Main Street to conduct the survey, will announce the results along with recommendations at the meeting, said Main Street Director Danny Craig.
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At Monday's meeting, which starts at 2:30 p.m. in the Main Street office, Sewell will discuss the objectives set by the task force committee for the marketing study and compare them with the study results.

That was what a series of focus group meetings Wednesday was all about, according to Danny Craig and Scott Sewell.
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Sewell is a Kansas-based consultant hired by Main Street and the city to conduct a downtown market study.
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According to Sewell, of Eclipse Communications of Topeka, the focus groups were the second phase in the downtown analysis.The first was the formation of a 13-member committee to determine what direction the study should take.

One of the most important aspects of the study will be to determine who downtown Ashland's customers are and what its trade area is, Sewell said.

"When you do that, you can market your downtown much more effectively," he said.

He said the process of planning marketing strategy was not unlike what takes place in a mall manager's office.But, unlike a mall, downtown businesses all operate autonomously, rather than under a single management umbrella.

"That's where it can be a little problematic," he said.

Sewell, who has done marketing and tourism studies for several other Kentucky cities, including Henderson, Versailles and Midtown, said the next step in the process will be to conduct a consumer survey.Once that is completed, the process of developing strategies for downtown revitalization can begin, he said.

He said he anticipated that the study would be completed by this fall.

Sewell said the study will largely determine Main Street's course for the next five years or so, and the only way it can have an impact is if the organization hews religiously to it.

"It's got to be their bible," he said.

Scott Sewell of Eclipse Communications, a Kansas consulting firm, presented the results to Main Street task force members and city officials, including Mayor Steve Gilmore, Commissioners Larry Branham, Kevin Gunderson and Don Maxwell and Economic Development Director Gail Melvin.
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A public meeting then will be scheduled and Sewell will present the final version to Craig within a month.
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It's critical that Main Street integrate more businesses into programs at the Paramount Arts Center, the Highlands Museum & Discovery Center and the Ashland Area Art Gallery, Sewell said.

In conjunction with the consumer survey, 67 of the approximately 100 downtown business owners or managers were interviewed in a separate survey.Businesses in the Ashland Town Center were not included.

"Businesses want assistance - workshops and seminars - to help them and that's where the city can help out," Sewell said.
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An incentive program for small loans or grants for downtown businesses would help, considering many are "mom-and-pop" type stores that do not employ a lot of people, Sewell said.
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In the business survey, 54 percent of downtown businesses said they have been in Ashland for 16 years or more, which Sewell called a "good foundation in which to grow."

Scott Sewell, IOM, EDFPEclipse Communications

Downtown worked with Scott Sewell of Eclipse Communications on this exciting project.