Mobility, Mickey Rourke and the Future Brand of Lansdale

Mobility and Mickey Rourke.

On Monday night, North Star Destination Strategies presented its research findings to the Lansdale Economic Development Committee and Communications Commission related to the ongoing branding project in the borough.

What it found was Lansdale needs to grasp and cherish its mobility as a borough, thanks to the train station and the surrounding walkable downtown district.

“Tonight, you will not see a logo, line or creative execution,” said Ed Barlow, vice president and director of client services for North Star. “Once we identify the competitive advantage of – wherever it stands in the marketplace – we will move forward with a brand identity and brand action. No one visits, lives or does business anywhere based on a logo and line.”

In the end, both committees recommend in a 12-0 vote for council to approve the brand platform.

Research consisted of five studies: In-Market, Vision Survey, Community Survey, Consumer Awareness and Perception Study, and a Perception Study.

The In-Market Study involved questions and 100-plus conversations with residents, one-on-one interviews with residents of Lansdale, man on the street interviews and focus groups.

The Vision Survey was a compilation of 91 interviews with business and community leaders. The Community Survey was an online questionnaire that received 381 responses from the community.

The CAP Study solicited 468 responses from people in Pennsylvania and New Jersey regarding Lansdale. Excluded were residents of Maryland and Delaware, as well as anyone under the age of 18.

“If they were not at all familiar with Lansdale, they were terminated. We terminated 268 people,” Barlow said.

The Perception Study involved interviews with people in the Philadelphia area.

Barlow said the study revealed that most residents describe Lansdale as “unrealized potential,” at 45 percent of the polled population. The descriptors of “rundown and tired” and “trains and railroad” were second and third, respectively.

“A lot of residents see potential for Lansdale that is yet unrealized,” he said.

Residents were also asked to describe other nearby towns. Ambler was described as “revitalized, vibrant and active.” Doylestown was described as “upscale and expensive.” Montgomeryville was described as “mall, commercial, shopping, congested.”

The CAP responses for Lansdale brought up phrases like “small town atmosphere” and “blue collar.”

“They see Lansdale as somewhere they can feel welcome and comfortable,” Barlow said.

Those in the CAP study were then asked what comes to mind when they think of places like Doylestown, Ambler and North Wales. Their responses touched on specific places like Montgomery Mall, Temple University and Mercer Museum.

“The specifics of Lansdale are not getting out there quite as much,” Barlow said.

Community leaders were asked, “If Lansdale were a famous person, who would it be?”

The majority said two celebrities: Britney Spears and Mickey Rourke.

“Current Lansdale is like Mickey Rourke – it has fallen into disrepair, yet is clearly capable of some great performances given the right vehicles,” stated one response.

“Started out strong and vibrant, had a period of time in decline and neglect, but is now making a strong comeback and rebranding of what it has to offer,” said another respondent, personifying Britney Spears.

It was revealed that 36 percent of residents would not recommend Lansdale as a place to live to a friend or colleague, whereas 29 percent would recommend it.

It was also revealed that 51 percent of residents would not recommend visiting Lansdale to a colleague or friend, with 23 percent promoting the town to others.

“Lansdale has fewer promoters and more detractors,” said Barlow.

The study showed that 57 percent of people outside of the state like the availability of the workforce in Lansdale.

“People experience a great business community, but local residents are unaware of those benefits,” Barlow said.

In-market interviewees were asked about Lansdale’s assets: trains, electricity rates, North Penn locale and the downtown district were the top answers.

Business and community leaders saw location and the desire to thrive as the top assets. The train depot, the small town feel and walkability were the greatest assets promoted by the community survey, at 45 percent, 31 percent and 28 percent, respectively. The CAP study also found small town feel and close-knit neighborhoods at the top of the list. The perception study found trains, walkability and a well-managed borough as the best assets in Lansdale.

“People recognize (that the borough is well managed) outside the community,” Barlow said. “They also see political will for improvements.”

So what are the challenges that Lansdale has to overcome? The in-market results found blight, job growth and the downtown development as the three biggest challenges.

Community leaders felt absentee landlords and rundown buildings were the biggest challenges. The community survey fell in line with the in-market survey, with blight and rundown buildings as the biggest issues.

“Over half chose poor appearance, rundown buildings and unattractive storefronts,” Barlow said.

The CAP study found that Lansdale is perceived as a town with a poor image. About 58 percent were not familiar with the town and its awareness.

The perception study found blight, 311 W. Main Street and a lack of retail variety as the biggest challenges.

“Lansdale is always revitalizing, but never getting the forward momentum from that,” Barlow said. “It is stagnant.”

The study also looked at what outsiders think of Lansdale. In-market interviewees believed outsiders view Lansdale as boring, with nothing to do, and a town with crime and drug problems.

The vision survey revealed outsiders view the town as quaint and blue collar with potential to be better. The community survey revealed outsiders find the town boring and rundown. The CAP study found people had no idea where Lansdale was.

One question in the survey asked those in Pennsylvania and New Jersey, “Why do you not visit Lansdale?” Out of 200 people, 68 percent said they were unaware of things to do in Lansdale.

Those same people were asked why they would come back to Lansdale again. About 32 percent said to visit their family and friends.

“You are getting some repeat visitation,” Barlow said.

The survey also asked respondents what is missing in Lansdale.

The biggest responses were for entertainment and nightlife.

In-market respondents felt Lansdale needs a distinct identity and progress in the downtown. There also needs to be a variety of retail and engaged landlords.

The vision study resulted in community leaders believing Lansdale needs better dining and a retail variety.

Entertainment and nightlife were at the top of the list in the CAP study, community survey and perception study. Retail variety also topped the lists.

Another thing missing is consumer-friendly hours.

“People expect the downtown district to have consumer-friendly business hours,” Barlow said.

Respondents were asked about the opportunities that exist in Lansdale. Downtown development, improving aesthetics and keeping the creative class interested were at the top of the list.

In-market respondents said downtown development, train access and interest for the creative class (ages 25 to 44) were the best opportunities. The vision survey also found the train access and business attraction at the top, as did the community survey.

“The greatest opportunity for growth is downtown development at 45 percent,” said Barlow.

The community survey also showed that the greatest impact on Lansdale would be better dining and elevating a retail and business mix.

The CAP study and perception study found entertainment and nightlife as the best opportunities for growth in Lansdale.

Respondents were then asked their opinion on what identifies Lansdale. The train, walkability and a small-town feel were the most important to Lansdale’s identity across all studies. About 55 percent of in-market respondents said the trains and the downtown area are what differentiates Lansdale from Philadelphia.

In the CAP study, about 73 percent of respondents said a variety of points of interest to walk to is what makes a walkable community attractive. They also found Doylestown to be the most walkable community in the area.

“Once people visit Lansdale, they are realizing how walkable it is, far more than they expected than non-visiting people,” Barlow said.

Barlow said Lansdale should not shy away from what make it authentic – mobility.

“Your competitive advantage is not just the train – we see it as emblematic,” Barlow said. “Having a depot downtown is a distinction in this area.”

He said Lansdale exudes all aspects of mobility: physical, social, athletic, upward and entrepreneurial.

“There is one distinct group that is very interested in the mobility of all of Lansdale. They expect it and appreciate it in all aspects of their lives – the creative class,” Barlow said.

He said Lansdale meets all the requirements of “new urbanism,” especially walkability, connectivity and increased density.

“Lansdale is not neo-traditional; it is the real deal,” he said.

He said a higher quality of life for the residents, higher property values and a dense downtown allows the borough to have a stable tax base.

“You certainly have walkable assets and things to build on here for improvement,” Barlow said. “The idea of mobility being the main aspect.”

He said the borough needs to engage residents and make them ambassadors of the town.

He said Lansdale prides itself as a town where neighborhoods love to gather and party.

“There’s a comfort here. This statement is a compelling call to action to visitors,” Barlow said.

North Star will remain working with the borough as it works in committees to implement the brand platform.

Resident Noah Spring, a member of Discover Lansdale, said everything in the study seemed to be an expression of the hopes and dreams of what Lansdale could be.

“It’s amazing that in peoples’ minds it’s very aspirational,” he said. “I find it really exciting. What it really comes down to is what does everyone in the community do to bring that to life?”