Thrusday, January 14, 1999
MainStrasse markets itself
Tower display in Delta terminal part of strategy
BY CINDY SCHROEDER
The Cincinnati Enquirer
COVINGTON — As it enters its 21st year, the MainStrasse Village Association is shifting its emphasis from fund-raising to marketing.
“People know the festivals,” said John Schaefer, executive director of the MainStrasse Village Association. “They recognize that the Klosterman Family Oktoberfest is in Covington. But the MainStrasse name recognition was very low in a recent marketing study (by Northern Kentucky University.)”
To get the word out about what it has to offer, the restored, post-Civil War German village has tried a number of marketing strategies in the year since Mr. Schaefer began leading the non-profit association.
“Owners of businesses and vendors tend to know who we are and where we are, but I think a lot of people who know our name don't even know what we have to offer,” Mr. Schaefer said. “Part of that is because we're an association. We're not a mall that requires a unified marketing strategy.”
This month, the association began marketing itself through a new display at the Cincinnati-Northern Kentucky International Airport.
Standing nearly 4 feet tall, a model of the MainStrasse Village's landmark Carroll Chimes Bell Tower was installed in a display case at the entrance to the Delta baggage claim area.
Surrounded by revolving doors, the tower invites passers-by to check out the historic 19th century German village that features 50 unique shops and 15 restaurants and pubs.
“A lot of people are here for a convention for a few days, and they'll ask about things to do in the area,” said Joseph Feldhaus, a volunteer at the airport's information desk. “Covington's MainStrasse area always seems to be a popular destination.”
Besides the airport display, the MainStrasse Village Association hopes to increase its visibility through the following:
• The association has contracted with Chancellor Marketing Group to help market the 1999 Maifest and Oktoberfest — two of its biggest festivals.
• This May, slides publicizing events in the MainStrasse Village will be shown before movies at the Showcase Cinema in Erlanger.
• Within six months, the association hopes to launch a Web site.
The MainStrasse Village Association also is constantly looking for new sponsors for some of the dozen or so events it sponsors each year, Mr. Schaefer said.
“We hope to turn around the money from sponsorships, and use it for billboards or capital improvements,” Mr. Schaefer said.
Among capital improvements, the village association's priority is redoing the Fifth Street parking lot, so that it's connected to the MainStrasse Village, Mr. Schaefer said.
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