Farmers market revamp, memberships among downtown Elgin group's plans

The Downtown Neighborhood Association of Elgin will be getting a two-year contract from the city after its new executive director presented the group's "reboot" plan, including a new, free membership model and revamping of the seasonal farmers market.

The Elgin City Council's committee of the whole on Wednesday approved funding through 2020 at $135,000 yearly, including $120,000 in tax-increment financing funds and $15,000 from the general fund.

The past year has brought much change to the group, including the hiring of executive director Jennifer Fukala and the addition of four new members on the nine-person board. "I think we really hit a home run when we hired Jennifer," board President Aaron Sellers said. As for the board, "Not only we have diversity of thought, we have diversity of experience."

In her six months on the job, "much of the work has been restructuring and high-level planning as we reboot the organization," Fukala said.

The group hired a Spanish-English bilingual events and promotions coordinator, and plans to hold three main events this year - Cinco de Mayo in May, a pub crawl in summer and Winter Wonderland in December - Fukala said.

It will revamp the seasonal Harvest Market and hold it Friday afternoons, instead of Thursday mornings, in a more centralized location downtown, instead of across the street from Gail Borden Public Library, she said.

Marketing goals include increasing outreach, such as through social media, and having measurable metrics for outreach growth, viral posts, promotion and event participation, she said.

Councilwoman Carol Rauschenberger she was happy the group will provide metrics. "You've done a lot in six months, and I feel confident you pulled together a thoughtful and organized strategic direction," she said.

Fukala said she reached out to downtown businesses and property owners, and researched similar organizations in other communities. One result was the decision to make memberships free for everyone in the downtown area and create a new "premium" membership at $200 for 12 months. The regular membership includes core services such as advertising on the website - to be revamped in April - weekly newsletters and more.

The plan is to pursue businesses that diversify downtown's offerings, Fukala said. There's been an increased interest in downtown buildings after apartments in the renovated Tower Building opened for occupancy in January, Fukala said. "The Tower Building is really setting off a chain reaction," she said.

Councilwoman Tish Powell said she liked the revamped membership model, and suggested the group take a look at a rebranding plan devised a few years ago by the Enhancing Elgin committee.

Fukala and her team have been working closely with the city on several initiatives, such as resuscitating a state grant to install bike racks downtown and establishing a $500,000 sprinkler grant program for property owners who want to create residential dwellings in downtown buildings. The latter was preliminarily approved by the city council Wednesday.