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Downtown Partnership launches regional marketing campaign, schedules 'Bands on the Bricks' and highlights vacancy-mitigation work
Summary
Downtown Partnership staff previewed a new 'Welcome to the heart of Boulder' marketing campaign, outlined a summer events lineup including Bands on the Bricks, and described vacancy-mitigation efforts such as storefront banners and ambassador cleaning work.
The Downtown Partnership presented a quarterly marketing and operations update during the May 13 meeting, including the rollout of a new advertising campaign, a summer events lineup and several vacancy-mitigation efforts.
Terry Smith and marketing staff unveiled a spot called "Welcome to the heart of Boulder," which will run on local TV and targeted audio channels. The campaign pairs a short TV spot with bus backs, print ads in festival programs and a partnership with Visit Boulder on a "trails to restaurant" passport. "This is our ad. Welcome to the heart of Boulder," one presenter said while showing the ad.
Staff detailed the 2025 events calendar, including a Bands on the Bricks series starting June 11 with member appreciation events and CU night, and a preview party at the Boulder Theater on June 25. The Partnership asked for volunteers for events and said promotional materials and posters are in production.
On downtown operations, staff described increased ambassador activity, graffiti removal and a new street-cleaning vacuum. They reported some data-collection problems with the "smart system" used for pedestrian counts and noted a camera at 11th and Pearl had been misaligned during a nearby fire. Staff also highlighted a program to place banners on vacant storefronts in collaboration with property owners and Community Vitality.
Staff emphasized that vacancy-cover banners and more proactive marketing are ad hoc for now and require permission from property owners. They also noted that long-term strategies to address vacancies, such as rent adjustments or landlord outreach, take time and negotiation.
Ending: The Partnership said it will continue summer activation, advertising placements and maintenance/ambassador work and will return with updates tied to campaign performance and seasonal operations.
