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Prescription for Leesburg: Attract the suburban shopper
In order to attract more visitors, downtown Leesburg must market itself more effectively to nearby suburban residents, address parking problems and open more high-quality restaurants, according to market research presented to town leaders Nov. 28.
John Accordino of the Urban and Regional Planning Program at Virginia Commonwealth University led the study, which was presented to the Leesburg Economic Development Committee and about 30 members of the public at Leesburg Town Hall.
In July and August, he and his graduate students hit the streets to find out who shops in downtown Leesburg and why. The researchers not only surveyed shoppers in the downtown, but also at the Leesburg Premium Outlets and Lansdowne town center.
The study also used focus groups, gathered shopper ZIP Codes, and interviewed merchants, property owners and local officials to complete the study.
The analysis determined that while shoppers nearly universally praise Leesburg for its charming historic character, they yearn for evening hours at stores, more easily accessed parking and more high-quality, moderately priced restaurants and clothing stores. Shoppers also show strong support for a performing arts venue in the downtown.
Accordino said an important finding was that the vast majority of shoppers in the downtown lives in or just outside of the town. He said merchants are neglecting this affluent trade area in their backyard in favor of marketing to tourists. Few people visiting Leesburg are coming from more than 100 miles away, the study concluded.
“I think that’s where you have a bit of a disconnect here. … That’s probably the biggest thing we see in terms of weaknesses,” Accordino said.
Also, few of the people interviewed said they visit cultural sites when they come downtown, which may indicate under-marketing of places like Dodona Manor and the Loudoun Museum, Accordino said.
He said the “new urbanist” town centers popping up near the downtown -- such as the town center in Lansdowne and the soon-to-open Village at Leesburg -- pose a threat to the vitality of the downtown. The shoppers surveyed at the outlet mall and town center were fairly critical of downtown Leesburg’s retail diversity, limited store hours and parking situation.
But, Accordino said, the historic district can go “toe-to-toe” with these new shopping centers, and successfully compete, with the right marketing strategies and infrastructure improvements.
He recommended the town government take a lead role “to focus community attention, set clear priorities and originate initiatives” to revitalize the downtown. It is key, however, to work with the private sector to achieve success.
“The town’s got to carve out a priority … and maybe put some other things aside,” he said.
Accordino added that implementation of the Crescent District, the town’s strategy for revitalizing the area surrounding the historic district, is key to the downtown’s success.
Downtown landowner Peter Burnett, who recently founded the Downtown Improvement Association, agreed with most of the study’s findings but said the focus first should be on revitalizing the historic center, before the Crescent District.
“The Crescent District is going nowhere until we get the downtown right,” Burnett said.
The Economic Development Committee will use this study as it continues to investigate strategies that will revitalize the downtown.
“This is not just an academic exercise, this is a tool [that will serve as] the foundation for the next chapter of downtown Leesburg,” said Ara Bagdasarian, chairman of the committee.
Some other recommendations that came out of the study:
Address the perceived parking problem in the downtown. Reality dictates, Accordino said, that the suburban shopper desires an easy parking experience.
Calm traffic in the center of town.
Use more cross-marketing among merchants.
Attract small-tech companies to the downtown.
Regulate store hours, perhaps requiring that businesses stay open from noon to 9 p.m.
Have landlords require businesses to have a viable business plan, to avoid rapid turnover of stores downtown.
Become Wi-Fi accessible, as in downtown Alexandria.
Develop “experience package tours,” bringing groups like senior citizens into the downtown for shopping and sightseeing excursions. Few seniors come to the downtown now, according to the study.
Contact the reporter at akeisman@timespapers.com
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