TIMES HERALD-RECORD: MONTICELLO — A village with an image problem has a multipronged strategy to pull itself out of a hole, business leaders say.
It starts with a marketing plan.
Focus Media recently produced a general marketing plan and a new logo for Monticello, which has been struggling under a reputation for crime, empty storefronts and decay — some of it unfounded and overblown.
“Monticello is really not that different than other small towns in the state that are in the shape it is,” said Jeff Siegel, CEO and president of the Spencer Daniels Agency and a leader of the grass-roots Monticello Business Association founded last year.
Consolidated concern
Merchants have been meeting quietly for a year working on plans to turn the fortunes of the village around.
A year ago, there was no active village business association. Now, MBA has 100 members, including an active core group that includes representatives from the beautification group Sullivan Renaissance.
Members say they’ll be pushy about getting “positive” coverage of the village. They’ve already created a Facebook page.
Broadway makeoverA year ago, nobody knew who owned half the empty buildings on Broadway. An inventory has been completed. Pictures of the properties are posted on the county’s economic development website for potential investors.
Monticello has an opportunity to capitalize on a nearly $14 million state Department of Transportation makeover of upper Broadway, its public relations consultant says.
“The paving of Broadway is a ‘remodel’ that says something has changed,” said Josh Sommers, president of Focus Media and a Times Herald-Record columnist. “It’s like when a store changes its sign and remodels — there may be something different inside.”
Modest aims and claims
Sommers said Monticello has people to draw to its Main Street. There are nearby attractions like the Monticello Motor Club, the Monticello Casino & Raceway and Bethel Woods.
But he said it will take some time for visitors to see the village in a different way. It’s important not to claim Monticello as the next Saratoga Springs just yet.
“You can’t over-promise,” Sommers said. “Unfortunately, there seems to be a lot of that with developers in Sullivan County. Any promotions regarding Monticello, we have to deliver.”
Siegel said Monticello lacked a marketing plan, not only to help overcome an image problem, but also to bring people back through community events and market the village’s businesses and offerings. He said the group is also working on a process, which may take 18 months, of creating a historical district, which could lead to more grant opportunities.
Siegel says the turnaround will take some time.
“It took Monticello 50 years to get where it is,” he said. “It is not going to make changes overnight.”
