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Survey shows mixed views of downtown nonprofit; staff proposes benchmarks for DSDC contract and MSD oversight
Summary
A staff review of a 34-response survey of downtown businesses found mixed perceptions of DSDC communication and impact; staff recommended measurable one- and three-year benchmarks (communication, business engagement, foot-traffic metrics, vacancy reduction) to include in the upcoming municipal service district contract.
Town staff presented results of a downtown business survey and proposed concrete benchmarks for the Downtown Smithfield Development Corporation (DSDC) ahead of an MSD contract renewal.
The survey elicited 34 responses from a contact list of 107 downtown businesses and property owners (about 31% response). Responses showed diversity of views: 53% said they were very familiar with DSDC's mission, while others said communication and inclusion were inconsistent. Businesses prioritized marketing (71%), increased foot traffic (47%), and events (47%); concerns cited in open-ended comments included parking, vacant storefronts, perceived lack of inclusion and inconsistent outreach.
Staff (Heidi) recommended measurable targets to include in the MSD contract and DSDC performance reporting: a first-year goal to raise positive impact ratings to about 65% and communication ratings to 70%, 100% annual outreach to downtown businesses, and a three-year target to reach 80% positive impact and 85% communication; staff also proposed quarterly business-engagement sessions and targets to reduce vacancy rates by 40–60% over three years.
Council members and staff discussed communication channels (email was the primary channel used, with 79% of respondents listing it), the value of monthly newsletters, and the need for consistent, documented business outreach (staff suggested monthly check-ins and quarterly updates to council). Council asked staff to include the performance benchmarks in the MSD contract language and to report progress periodically.
Next steps: staff will include the proposed benchmarks in the MSD contract to be considered at the next council meeting and will deploy annual or periodic follow-up surveys to measure progress against the adopted metrics.
