Yesterday, Bob Close and Bruce Jacobson, the two consultants hired by the City of Northfield to act as the point 
people for the Downtown Redevelopment project, convened groups of business owners, building owners and other downtown stakeholders to have an in-depth conversation about the emerging vision the city is presenting for the future of the Northfield Riverfront, and the downtown area.
The meetings were presented as workshops, and the attendees were asked to give their opinions, offer their support, and air their concerns about the ideas. The first workshop dealt with the 5th and Water Street project, which will see the demolition of the Northfield Municipal Liquor Store, the McGuire Building and most likely other structures in order to create a series of multi-use retail, housing and parking structures that will include a brand-new municipal liquor store. The second workshop focused more on the area that is now being called the Archer Block which runs on the West side of Division Street between 4th and 2nd Streets.
Several new ideas were discussed. Jacobson said at the outset that the point of the project, and by extension the conversation, was to help make Northfield a great city. While he acknowledged his affection and respect for Northfield as it is today, he said the city must keep growing and cannot stagnate. The workshops are in place to find the best ways for that to happen.
When discussing development of the Archer Block, Close and Jacobson presented a rebuilt, two tiered Riverwalk that would allow for close proximity to the river, but also create an opportunity for a drastic revamping of the area. Each building on the Riverfront, especially in that area, they said, should have an entrance facing the river as inviting as the entrance on Division Street, essentially giving the buildings two front doors. They also suggested that the parking areas between the river and the buildings be eliminated and replaced in new parking structures incorporated into new development.
This would also, they said, change the way the buildings are serviced. Deliveries, garbage collection and snow removal would have to be re-thought, they said, and would require cooperation of the corresponding service providers.
Those who attended the Archer Block workshop were appreciative of the conversation and were thankful to be a part of it. While there was a general agreement that Downtown Northfield, and especially the Riverfront area, is due for an overhaul. There were concerns, particularly in the areas of service. Ideas like the creation of Special Service Districts, which would see business owners joining together for certain maintenance contracts or the acquisition of vehicles more suited to working in the new environments were floated.
Other ideas were offered as well. Highway 3, many agreed, should be redeveloped. The highway was characterized as a dividing line in the city. The possibilities of new retail space built on both the East West sides, including on land that is now part of Ames Park, were discussed. Close pointed out that the design around the highway will dictate the way people drive, and new ideas could bring the two sides of the city closer together.
A third workshop, taking a closer look at Highway 3, and what is being called the River West area was held this morning. Close and Jacobson say there will be more public conversations scheduled and announced soon.
Branding Commission moving to second phase of its work
The City Council Work Session that had been scheduled for Tuesday night was canceled because several of the members
of both the City Council and the Northfield Branding Commission had fallen ill and would not have been able to attend.
City Administrator Ben Martig said attendance was important for this meeting because it was a joint session of the Council and the Branding Commission to discuss the data that has resulted from the survey conducted by the branding Commission last year.
Last year, the council approved the creation of the Branding Commission because it has been quite some time since the city has examined its marketing tactics. The survey, which was put out to the community, was the first step in a long process, and Martig said they are still culling through the data trying to learn as much as possible.
“We’re still in the discovery phase of getting some background information to inform the project, because our branding effort is about how we communicate and demonstrate who we are as Northfield to the rest of the world. And hopefully it captures Northfield, and in particular, what makes us unique as a community.”
Among the items that have been identified by the survey is the very positive feeling that the community has about Northfield. More than 80% of the 900+ respondents said they would be “Likely” or “Very Likely” to recommend Northfield as a place to live, work or visit. Martig said Northfielders see the town as a safe place for all, families, youth and children in particular, with a rich history.
They also see Northfield as a unique city, as the home to two private colleges with an historic downtown district. They are also very proud of the public schools in Northfield.
The survey asked about the traditional branding the city has used over the years. The answer showed the popularity of one familiar saying and uncovered the distaste for another.
“Slogans may be part of a brand, and [to find an effective one] is one piece of [a successful program.] So, 76% of our survey responders rated ‘Cows, Colleges and Contentment’ as relevant. That’s a pretty strong response, so that’s important to know as we move forward and think about some of the branding. But, not so much on ‘A special place.’”
Indeed, many of the respondents said they see branding as important for the city as a means to grow tourism, develop business, attract workers, and support education.
Martig said once the Branding Commission has finished analyzing all of the data in the survey, they will assist the city in finding a branding consultant who can take that information and create effective branding strategies.
Most likely, he said, the search for a consultant will happen this summer, and he is hopeful that the project can be finished by the end of the year.
Jeff Johnson’s full conversation with Northfield City Administrator Ben Martig can be heard here
Rich Larson is the KYMN News Director. Contact him at rich@kymnradio.net
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