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
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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
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