DISCOVER WE DID
And what we discovered, was the collective image of a place with a strong sense of itself as authentic Durban – come day or night.
Discovering this story was the starting point of the Florida Rd Place DNA and Brand Project, as we looked to uncover what really‘ made’ Florida Rd in the eyes of local stakeholders.
For an authentic Place DNA to emerge we had to listen, ask and prompt discussions with very different groups and individuals.
What do‘ Floridians’ value most and at the same time, what were the most valuable initiatives that Florida Rd, through the UIP and Place-Making Committee, should prioritise and action?
This was one part visioning, one part reality check.
And as the visions and home truths became clearer, so the project evolved into collaborative place-making with the City, UIP, and Place-Making Committee collective realising the need for an urban plan through which to implement.
And so the evolution to a multi-layered approach, with a focus on developing a place-making and urban development framework, that would surpass the basics of marketing and instead give detailed direction and mapping to the new urban realm for Florida Rd. More on page 6.
This discovery process was certainly more than a marketing exercise. It was a fundamental examination of the attitudes and desires of the Florida Rd community and a deep investigation of the state of the urban space.
As a stalwart on the road with businesses that cut across the day / night vibe, being part of the place DNA and brand project not only allowed me to share what I felt was right about Florida Rd and where the problems lie, but it also created a space for visioning towards real execution. I see Florida Rd as a place of grit and soul that is calling out for more opportunities to express itself, a place where the cross-cultural integration of the people, outlets and experiences is one of the most important items for the Florida Rd agenda. This is what really drives my wish list for the road, a wish list that includes a quality day and night offering attracting‘ flash-packers’ to a functional yet iconic urban park where private and public spaces integrate and regular festivals bring our streets to life.”
MARCO SANTONICCOLO – OWNER OF SPIGA D’ ORO AND SIDEBAR AND A FLORIDA RD UIP DIRECTOR
01 Dean Gorrie of Mark Gold Jewelers leading a discussion with Suzanne Schlemmer of Iyer Architects and Cara Reilly of UrbanMGT
01
PLACEMAKING DISCOVERY PROCESS- WHAT WE DID, WHAT WE DEVELOPED
When: April 2016 – January 2017 Who initiated it: Florida Rd UIP Who funded it: Ethekwini Economic Development Who were the consultants: Shift-Marketing & Brand Strategists Key Focus: Discover the DNA of Florida Rd by engaging cross-sector stakeholders around their vision and concerns, and identify key interventions for implementation.
What we did:
• 2 group stakeholder sessions facilitated
• 8 influencer sessions held
• Ghost shoppers & visitors experiencing the road
• 1 Graphic Recording of Florida Rd
• 3 Florida Rd Surveys developed – Visitors, Hotel Visitors and Locals Survey
• 180 completed surveys
• Multiple one-one sessions with local stakeholders
• 360-degree comprehensive place dimension modelling and analysis
• Placemaking benchmark analysis domestic and international.
• Place quality mix assessment
• Place value identification
• Sector, customer and community analysis.
• On-street work with the UIP to understand operational fabric of the road
• Analysis of previous research done by the City and other groups
What we developed:
• Marketing Development Framework
• Quality Mix Framework
• Sector Development Plan
• Place Value Hierarchy
• Stakeholder Initiatives Listing
• Place-making hotspots
• Brand Character and Values
• Brand Visual Identity System
Florida Rd is a multi-faceted place with a different character both day and night. It is this mixed appeal that should be focused on, with collective management and enforcement ensuring the needs of the roads diverse audiences are met. This should be augmented by quality offerings and operators who understand the importance of these audiences and management structures and the role each entity plays in ensuring the long-term success of Florida Rd.
NICO SOFILAS – CAFE VACCA MATTA
02 Owner of Cafe Vacca Matta Nico Sofilas enjoying a light-hearted moment during the Exchange sessions at the Benjamin
03 Local Florida Rd resident Jayne McNamara expressing her opinion on the road during the Botanical Gardens Sessions
02
03
04 | THE / VIBE