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Prescription for Leesburg: Attract the suburban shopper
In order to attract more visitors, Downtown Leesburg must market itself more effectively to nearby suburban residents, address parking problems and open more high-quality restaurants, according to market research presented to town leaders Nov. 28.
John Accordino of the Urban and Regional Planning Program at Virginia Commonwealth University led the study, which was presented to the Economic Development Committee and about 30 members of the public at Leesburg Town Hall.
In July and August, he and his graduate students hit the streets, surveying shoppers in downtown Leesburg as well as at the Leesburg Premium Outlets and town center in Lansdowne to learn who shops in downtown Leesburg and why. The researchers asked what people felt were the strengths and weaknesses of the area.
They also used focus groups, gathered shopper ZIP Codes, and interviewed merchants, property owners and local officials to complete the study.
The analysis determined that shoppers nearly universally praise Leesburg for its charming historic character and its customer service, but they yearn for evening hours at stores, more easily accessed parking and a diverse choice of high-quality, yet moderately priced restaurants and clothing stores. Shoppers also show strong support for a performing arts venue in the downtown.
Accordino said an important finding was that the vast majority of shoppers in the downtown live in or just outside of the town. He said merchants are neglecting this affluent trade area in their backyard in favor of tourist marketing. Few people visiting Leesburg are coming from more than 100 miles away, the study concluded.
“I think that’s where you have a bit of a disconnect here. … That’s probably the biggest thing we see in terms of weaknesses,” Accordino said.
Few of the people interviewed said they visit cultural sites when they come downtown, which may indicate under-marketing of places like Dodona Manor and the Loudoun Museum, Accordino said.
He said that the “new urbanist” town centers popping up near the downtown – such as the town center in Lansdowne and the soon-to-open Village at Leesburg – pose a threat to the vitality of the downtown. The shoppers at the outlet mall and the town center were fairly critical of downtown Leesburg’s retail diversity, limited store hours and parking situation.
But, Accordino said, the historic district can go “toe-to-toe” with these shopping centers, and successfully compete, with the right marketing strategies and infrastructure improvements.
He recommended the town government take a lead role “to focus community attention, set clear priorities and originate initiatives” to revitalize the downtown. It was key, however, to work with the private sector to achieve success.
During the question-and-answer period, some residents and business owners asked where the money would come from to pay for any big-ticket items – like a parking garage – to improve the downtown experience.
Accordino said again the private and public sector must work together, but that inevitably public funding would have to come into play.
“The town’s got to carve out a priority … and maybe put some other things aside,” he said.
Some other recommendations that came out of the study:
Address the actual or perceived parking problem in the downtown. Reality dictates, Accordino said, that the suburban shopper desires an easy parking experience.
Implement the Crescent District Master Plan as soon as possible. This is a plan to redevelop the area just outside the downtown into a pedestrian-friendly area that includes office, retail and residential uses.
Calm traffic in the center of town.
Use more cross-marketing among merchants, helping each other gain customers.
Attract small tech companies to the downtown to increase the commercial base.
Adjust business operating hours. Some historic downtowns require that businesses stay open from noon to 9 p.m., Accordino said.
Have landlords require businesses to have a viable business plan before leasing to them in order to avoid rapid turnover of stores in the downtown.
Become Wi-Fi accessible, like in downtown Alexandria.
Develop “experience package tours,” bringing groups like senior citizens into the downtown for shopping and sightseeing excursions. Few seniors come to the downtown now, according to the study
Contact the reporter at akeisman@timespapers.com
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