Trends Summer 2020 - Page 30

hashtag , a social media calendar to identify opportunities to create posts that link to downtown businesses , a photo inventory , and suggested storylines to help support their efforts .
“ For me , one of the most effective things about this program , and one of the things I use regularly , is that storytelling that hits multiple targets ,” Cooper said . “ Rather than saying ‘ We ’ re going to do this messaging that hits one single target ,’ this was a way for us , across the board , to say ‘ This is what we ’ re doing thematically ,’ and ‘ How can we incorporate that into all aspects of our program ?’ ”

MAIN STREET COMMUNITIES

Montrose
Meeker
Rifle
Ridgway
Steamboat Springs
Granby
Lake City
Wellington
Leadville
Buena Vista
Lyons
Central City
Victor
Windsor
Woodland Park
Brush
Elizabeth Hugo
La Junta
Lamar
Capturing essence , drawing out meaning
Lamar ’ s branding effort involved inviting people to visit and “ steal away ” and take time for themselves . It also helped highlight a story that many people were unfamiliar with .
“ Matt and Ben were intrigued with Lamar ’ s colorful history of hijacking a train depot in 1886 ,” Cue explained . “ Developers identified land in Southeast Colorado as the next township along the Santa Fe Trail , but the train depot they needed was located on a ranch three miles east of the site . The landowner did not want to negotiate moving the depot , so the developers lured him away with a fake telegram , and in the middle of the night they loaded up the depot on a traincar and relocated it to where it is now , in downtown Lamar . This is how ‘ steal away ’ became part of telling our story by also sharing Lamar ’ s history .”
Similarly , the City of Montrose – which Main Street Manager Chelsea Rosty describes as “ the Colorado you were promised ” – said the most helpful tools to come from the Pickaxe Project were the names of their two transformative strategies : 12x12 and Bullseye History .
“ These concepts , surrounding the focus of our program , allow our board and community to filter every project and idea through the lens of history and a yearround vibrant community ( open 12 hours a day , 12 months a year ),” Rosty said .
She said the themes have been wellreceived by community members , elected officials , and other stakeholders .
“ The themes are mentioned at City Council meetings , and they truly provide guardrails for our program in a way that is easily understandable and a way that resonates with the community ,” she said .
Rosty also noted how fortunate she feels to have been introduced to the Pickaxe Project through Colorado Main Street .
Trinidad
“ I ’ ve truly enjoyed the project and Matt and Ben as the leaders of it ,” she said .
What ’ s next for Pickaxe ?
The need for effective communication is ongoing as conditions change and new challenges crop up . With the emergence of COVID-19 , the team has pivoted to create new collateral focused on the innovations and adaptations local Main Streets have responded with .
" We ' re seeing an amazing amount of creativity , and we wanted to support our programs who are on the front lines supporting downtown businesses ," Ashby said .
The team also created a " How-To Guide " to help streamline implementation of these great ideas .
" The Main Thing " and supporting materials can be found at https :// cdola . colorado . gov / dola / themainthing
30 | TRENDS Ingenuity , Integrity , and Intelligence .