September 7, 2017
Marketing the LA Fashion District
The LA Fashion District BID revamped its marketing efforts in 2011 after marketing programs and staff were cut in 2007-2008 as a result of the recession. Since then, the BID's marketing efforts have grown to include a robust digital marketing program, events, public art and holiday campaigns that have resulted in
one of the largest online followings of any Los Angeles-area business improvement district, over half a million visitors to
fashiondistrict.org, and increased media attention for the district and its businesses.
Digital Marketing
The BID's online mark
eting efforts have allowed the organization to s
uccessfully promote the Fashion District and its businesses directly to consumers in spite of the BID's limited marketing budget. In 2016, fashiondistrict.org received
550,291 users
. As of today the BID boasts an online
social reach of 89,850
(how many people it can reach directly through its social media accounts).
The BID regularly promotes new and existing businesses and answers shopper and buyer inquiries through Facebook, Instagram, Twitter and Pinterest and its blog -
fashiondistrict.org/blog - which generated
316,222 pageviews
last year. Together social media and the blog help drive a significant amount of traffic to the website. In fact, Facebook is one of the top drivers of traffic to fashiondistrict.org.
Events, Public Art, and Space Activation
In 2015 the BID launched a space activation initiative, which aims to activate under-utilized and/or less trafficked areas of the district and use art and culture to engage the local community. Past projects included public art like the Varenye x LA Fashion District installation for
Downtown Art Walk and the
Coral Forest interactive art installation which was showcased at various locations in the district and "lived" at The Wall Farmer's Market (May - November 2016).
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| An Urban Dinner Party 2016 |
An Urban Dinner Party - a pop-up fine dining experience under the stars - launched in 2015 as part of the space activation initiative and proved to be so popular it is now an annual event. The third Urban Dinner Party is scheduled for October 12, 2017 at the City Market South plaza featuring a menu by new Fashion District restaurant Rossoblu. Proceeds from the event will be used to fund public art in the district. Previous events have highlighted new businesses and developments at 8th and Santee Streets, the district's growing residential hub.
Santee Winter Wonderland brings Santa Claus and his helpers to the retail core of the Fashion District for family fun and activities during the holiday season. The community event is free and encourages shoppers to spend more time in the neighborhood. Started in 2016, the event will return on Saturday, December 9, 2017. Previous holiday initiatives have included a "Pay-It-Forward" campaign, which was featured on the Today Show, and an ugly holiday sweater contest on Instagram.
What's Next?
As we look to better serve our rapidly changing neighborhood, the BID has hired local branding and public relations agency Haines & Co. to help define the LA Fashion District brand, messaging and graphics, and improve the BID's marketing and public relations programs. As part of the project, Haines & Co. will also be assessing the current website design and making recommendations for the revamp of fashiondistrict.org, scheduled for 2018.
Want to learn more about what's happening in the district?
Read our latest issue of BID Lines, the BID's quarterly newsletter,
here.
July 2017 Safe & Clean Report
Safe Team
- Assisted 115 citizens
- Conducted 653 welfare checks
- Provided extra patrol 1,982 times in response to stakeholder requests
- Responded to 389 reports of disturbances or disorderly conduct
- Conducted 1,091 preventative crime location checks
- Responded to 42 reports of unlawful lodging
Clean Team
- Removed feces 322 times
- Removed 1,538 graffiti tags
- Scrubbed 1,222,413 sq. ft. of sidewalk
- Removed 548 stickers
- Collected 17,190 bags of trash totaling 215.4 tons of trash; 6.94 tons of trash per day
Fashion District Businesses Hosting Happy Hour for a Good Cause
Pattern Bar, DTLA Wanderer and DTLA Rendezvous have partnered with Rundalay for a community happy hour to benefit the Society of St. Vincent de Paul Summer Camp. The children's camp was severely damaged in a fire earlier this summer. The group will be collecting donations to help rebuild and reopen the camp.
For a list of items needed, happy hour menu and to RSVP for the event
click here.
LA Fashion District in the News
Enjoy food, flowers, and fresh produce at The Wall Farmer's Market every Saturday from 9 a.m. to 1 p.m. The farmer's market sets up in front of the flower markets on Wall Street between 7th and 8th Streets.
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 Los Angeles Street Streetscape Project
Pardon our dust! We're working to make Los Angeles Street more pedestrian friendly.
Learn more.
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