DID and NexMark Outline Black Friday Campaign, Light Up the Night and a New Downtown Guide; Board Asks for Map Mockups
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Summary
NexMark presented plans for a free Black Friday ‘shopping bag’ promotion on Nov. 28, an expanded Light Up the Night holiday event with media sponsorship, and a printable/digital downtown guide. The board asked NexMark to produce map mockups (including a Delray-style version) and for staff to pursue merchant and sponsor participation.
NexMark representatives Travis Cornwell and JT Grono presented three marketing initiatives to the Downtown Improvement District on May 6: a Black Friday merchant promotion, the annual Light Up the Night holiday activation, and a new downtown map/guide.
Black Friday: Cornwell said the Black Friday campaign “is rolling” from Oct. 1 through Nov. 28, the planned event date, which will include a DJ, a free shopping bag distributed at an event hub near the market, merchant deals, a merchant sign-up form on the DID website, a raffle for shoppers and cross-promotion with the Sarasota Chamber. Participation for merchants is free; organizers are seeking at least 20 participating businesses and reported about eight confirmed logos at the time of the presentation.
Light Up the Night: NexMark said it has secured the Rockefeller band as the headline performer and an $8,000 in-kind advertising contribution from the Herald-Tribune. The plan keeps last year’s successful run-of-show — a warm-up, a tree-lighting at approximately 7:45 p.m., a band set and family photo opportunities (including a Santa sleigh and simulated snow) — and will include banners and other promotional materials.
Downtown map/guide: NexMark showed a proposed trifold guide with a district map, parking and Bay Runner stops, merchant categories and QR-code links. Directors debated whether to publish a printed guide (trifold or tear-off) that lists merchants, or to emphasize a digital/QR-first approach. Several directors said they prefer a simpler tear-off map like Delray Beach’s and recommended that NexMark produce mockups showing both approaches and a version that emphasizes larger, bolder street labels for readability. Staff and NexMark agreed to return with visual mockups next month.
Board direction and logistics: staff confirmed temporary-activation permits and an approved site map for Black Friday are in progress; the Chamber will provide ambassadors on the day to distribute shopping bags. For Light Up the Night, NexMark and the DID have arranged a schedule and will finalize creative and sponsorship materials. For the downtown guide, staff and NexMark will bring mockups that test printed and digital-first formats and will clarify whether the guide will accept sponsored placements and, if so, the terms.