TOWN OF CANTON

FOUR MARKET STREET

P.O. BOX 168
COLLINSVILLE, CONNECTICUT 06022-0168

OFFICE OF THE PROJECT ADMINISTRATOR

MEMO
To:

Robert Skinner, Chief Administrative Officer

From: Neil Pace, Town Planner

Date: November 7, 2014
Re:

POP Grant Application

Last year the town was successful in receiving a Preservation of Place Grant submitted with the
support of the Canton Main Street Program. The Canton Main Street Program desired to
pursue their own grant application this year, but their official designation as a 501c3 has not yet
occurred and they are therefore ineligible. The Canton Economic Development Agency is
therefore partnering with the Main Street Program in the preparation and support of this grant
as well as in the carrying out of the project if the funds are received.

Supporting documentation follows.

The village of Collinsville is a distinctive and historic village center within the community of
Canton which sits within the Farmington Valley region. It is a compact and walkable mixed-use
village that exudes an authentic industrial character, centralized around a business district.

Collinsville/ Canton is home to a core of creative, entrepreneurial small businesses that pride
themselves on personal attention and quality service. Collinsville/ Canton is seeking to enhance
itself as a destination for tourism, retail, and hospitality business.

During the process of developing the Canton Main Street Program, it was identified that
Collinsville is grappling with its image and identity. Many local residents and business owners
want to maintain its unique flavor, but still want to grow, leaving room for many questions.
1

What are we going to be?

How do we draw people to our village center?
How can we better utilize our assets?

In 2013 the Connecticut Main Street Program conducted an assessment of the Collinsville
Business District which identified and recommended the following:

o A plan which provides a unified approach to promoting a lively retail, restaurant,

residential district;

o The opportunity and need to develop branding, marketing and celebrating

Collinsville: its heritage, specialty shops, the river, proximity to bus lines, rails to
trails, and other recreational/ eco-tourist assets;

o The promotional goal to bring more people to Collinsville to shop, dine, relax,
recreate, and be entertained, and ultimately to work, live, and invest through
the marketing of the unique aspects of the district; and

o To assemble a branding team that will engage in the brand development

process of promoting the Main Street District.

The Canton EDA seeks the support of the Board of Selectman to submit the application to the
Preservation of Place Program for funds to assist in the development of a comprehensive brand
and marketing strategy intended to increase consumer and tourist traffic for Collinsville.

This effort is directly aligned with, addresses key issues of, and realizes opportunities identified
by, the Connecticut Main Street Programs 2013 Assessment. Further this effort moves forward
Implementation Measures recommended by the 2014-2024 Town of Canton Plan of
2

Conservation and Development of which the Canton Economic Development Agency is the
Lead, and the Canton Main Street Program is a Partnering Agency.

Recent strategic planning sessions conducted by the Canton Economic Development Agency
have identified the need for stronger, more targeted communications to be aimed at groups
that would be likely to enjoy and shop in historic Collinsville.

These initiatives represent efforts to implement specific strategies and measures of the 20142024 Town of Canton Plan of Conservation and Development, specifically:
o Economic Development Strategy B. Page 38, Develop a coordinated economy
plan.
o Economic Development Strategy C. Page 38, Help existing businesses grow
and succeed.
o Implementation Measures:
CC15 Encourage a variety of commercial enterprises
CC20 Encourage collaboration between artists, trades people, and
business
CC21 Promote and encourage uses that further tourism in Canton
CC23 Encourage context appropriate attractions and businesses
that leverage the Towns assets
CC34, 35 Agency actions that promote the small business,
entrepreneurial, and industrial heritage of Canton.
ED22 - Identify target markets (including potential niche markets) and
locations to maximize economic potential and sustainability of the
Town in keeping with overall POCD objectives.
ED23 - Develop a marketing strategy to promote the Town as a place
for doing business, recreation, entertainment, and tourism. Look for
ways to bring in customers from outside of Canton.
ED29 Business Retention is a Priority
3

2015 GRANT APPLICATION

GRANT APPLICATION INSTRUCTIONS

Please complete the following information. This application is created as a Microsoft Word
fillable form. You may type directly into the form and save the file with your project information.
This completed application form with signatures, and the required attachments (listed below)
must be received by 3:00 pm on November 18, 2014.
All 2015 POP Grant Applications should be submitted online. Click on the following link or
copy and paste it into your web browser: https://www.hightail.com/u/2015POPGrantApplication.
Follow the instructions on the screen (you will be directed to upload your documents as you
would attach documents to an email). CMSC will send a confirmation email when your
application materials have been received.
Should you have questions, you may contact Connecticut Main Street Center:
via email: info@ctmainstreet.org
via telephone: 860.280.2337
REQUIRED ATTACHMENTS

1.
2.
3.
4.

Evidence of incorporation in the state of Connecticut.

A list of applicants board members with addresses and phone numbers.
Your organizations budget and the most recent IRS Form 990 (for nonprofit organizations).
Letter from the IRS that determines the organizations 501 (c) 3 nonprofit status (if
applicable).
a. If working through a fiscal agent, provide their IRS 501 (c) 3 determination letter.
5. Map of district with building outlines & / or uses and indication of historic districts / properties
6. Visual representation / images of project buildings, streetscapes that support and aid in
explaining the value of the project. Please provide a descriptive caption for each image.
7. Letters of support.
GRANT APPLICATION CHECKLIST

1.
2.
3.
4.
5.

Have you submitted a Pre-Application Form prior to submitting this Application?

Have you secured all the necessary signatures on the application?
Have you included the required attachments (listed above)?
Have you described the role of each consultant?
Have you double-checked your budget for accuracy?

Connecticut Main Street Center and the Preservation of Place grant program receive support from The State Historic
Preservation Office, with funds from the State of Connecticut through the Community Investment Act.

2014 Connecticut Main Street Center.

All rights reserved.

Date of Application November 18, 2014

ORGANIZATION INFORMATION
Name of organization Town of Canton Connecticut/ Canton Economic Development Agency

Legal name, if different

Address P.O. Box 168, 4 Market Street

City, State, Zip Collinsville, CT 06022

Employer Tax Identification Number (EIN)

Phone 860-693-7891

Fax

Web site www.cantoneconomicdevelopment.com

Name of senior executive Richard Barlow, First Selectman; Robert Bessel Chairman Economic
Development Chairman
Title

Phone 860-693-7847

E-mail rbessel@yahoo.com

Name of project officer Neil Pade

Title Town Planner

Phone 860-693-7891

E-mail NPade@TownofCantonCT.org

Name of contact person regarding this application Amy Parchen

Title Director, Canton Main Street Program

Phone

Is your organization an IRS 501 (c) (3) nonprofit?

yes

If no, is your organization a public agency/unit of government?

E-mail amparchen@att.net
no
yes

Is your organization a member in good standing of Connecticut Main Street Center?

Connecticut House District:

17

Connecticut Senate District:

U.S. Congressional District:

5
Name and title (senior executive or board chair)

no
yes

no

Richard Barlow, First Selectman

Signature
Date

FISCAL AGENT OR CO-SPONSORING ORGANIZATION INFORMATION

Name of co-sponsoring organization Canton Main Street Board
Legal name, if different
Address 124 Main Street

City, State, Zip Collinsville, CT 06022

Employer Tax Identification Number (EIN)

Phone

Fax

Web site http://www.cantonctmainstreet.org/

Name of senior executive Amy Parchen

Title Director

Phone

E-mail amparchen@att.net

If no, is your organization a public agency/unit of government?

yes

no

Is your organization a member in good standing of Connecticut Main Street Center?

yes

no

Connecticut House District: 17

Connecticut Senate District: 8
U.S. Congressional District: 5
Name and title (senior executive or board chair)

Amy Parchen

Signature
Date

PROJECT INFORMATION

Project Title:

Brand and Marketing Strategy for Collinsville

A brief description of project:

Develop comprehensive brand and marketing strategy to increase consumer and tourist traffic for
Collinsvilles retail, hospitality and tourism businesses.

Funds are specifically being requested for: Acquire demographic data to determine market
potential and creative talent to develop appropriate messaging.
Project Start Date: January 2, 2015 The projects for which funding is granted and the final
report must be completed and submitted to Connecticut Main
Street Center by September 30, 2015.
What are the goals of this project?
To provide effective brand and market strategy based on demographics and focus groups for Collinsville,
CT

What specific activities will take place to help you achieve your project goals?
The $20,000 will be used to hire a consultant through a RFQ process that meets the
requirements of the Connecticut Main Street Program.
The consultant will conduct the following specific activities:

Assess the market

Engage the public

Identify and engage key stakeholders

Determine the most likely target audiences

Determine the most desirable target audiences

Reconcile between market and local interests/ desirabilitys

Develop branding and image to attract the most appropriate target audiences

Refine to market needs

What specific need or challenge does this project address?

The Collinsville business district has a number of service gaps that discourage consumers from
exploring the full range of experiences available. By more effectively communicating the unique assets of
historic Collinsville, we can attract more consumers and commerce, thereby demonstrating the long term
viability of the Collinsville business district and encouraging further in kind development and business
traffic.

What is the situation or background that led to the identification of this need (project)?
Strategic planning sessions identified the need for stronger, more targeted communication aimed at
groups that would be most likely to enjoy and shop in Canton, particularly historic Collinsville.

How will successful completion of this project contribute to the overall goals for the historic
downtown or neighborhood commercial district being served by the grant?
The project will boost the long-term economic viability of the Collinsville business district, encouraging
additional development that builds upon the historic character of Collinsville.

What actions are expected to be undertaken upon the completion of this project in order to
maximize the value of this project?
Prompt implementation of the strategy and messaging developed through the study and creative process.
Rigorous testing of the strategy through focus groups and test marketing.

Is there community support for this project? Please describe.

Yes support from the Canton Main Street Program, Canton Economic Development Agency, Collinsville
Merchants, Collinsville Savings Society, Canton Historical Musuem

BUDGET SUMMARY

Dollar amount requested: $10,000

Total project budget: $20,000

Total annual organization budget: $23,200

CONSULTANT PARTICIPATION

Describe the role of each consultant who may work on this project.
1. Type of Consultant Demographic Data Service
Role
Acquire demographic data to determine the market potential for Collinsville.
2. Type of Consultant Market Strategist
Role
Lead stakeholders through exercises to identify the brand and marketing strategy

3. Type of Consultant Creative

Role
Develop brand and messaging based on the demographics and exercises above.
EVALUATION

Please describe your criteria for success. What do you want to happen as a result of your
activities? You may provide/describe both immediate and long-term effects.
Immediate Benefits:
Greater community involvement in the planning process
More enthusiasm and recognition of Canton Main Streets many efforts to create a sense of
Place in Collinsville
Long Term Benefits

More effective recruitment of new businesses to Canton and cultivation and enhancement of
current businesses in Canton
Reduced runoff of current businesses
Increased percentage of commercial property on Cantons grand list
Carry out implementation measures recommended in the 2014-2024 Canton Plan of
Conservation and Development

How will you measure these changes?

Monitor the number of businesses in Canton, the square footage they occupy, and the total
amount of property tax revenue they generate.
Compare the percentage of commercial property to residential property in Canton.
Monitor POCD Implementation through established committee

2014 Connecticut Main Street Center.

All rights reserved.

Who will be involved in evaluating this work (staff, board, constituents, community, consultants,
others)?
Staff, town officials, Canton Chamber of Commerce, Canton Main Street Program, Collinsville Merchants,
Plan Implementation Committee

What will you do with your evaluation results?

Share with merchants, Chamber of Commerce, Canton Main Street Program. Publish to the community
through events and newsletters to keep everyone focused on the need for economic development in
Collinsville and Canton.

PROJECT BUDGET

This format is optional and can serve as a guide to budgeting. You may submit project budgets
in another format if you elect to do so. You may also attach a budget narrative to clarify your
budget. Please be sure to include the value of staff and volunteer time in your in-kind figure.

INCOME
Source
Support (itemize all sources of income)
Preservation of Place grant
Government grants
Foundations
Corporations
Individual contributions
Fundraising events and products
Membership income
In-kind support
Investment income

Amount
$ 10,000
$
$
$
$
$
$
$ TBD
$

Revenue
Earned income
$
Other (specify)
$ 10,000
$10,000 to be provided from EDAs allocated funding for Branding
$
Total Income

$ 20,000

EXPENSES
Item
Consultants and professional fees
Equipment
Supplies
Printing and copying
Telephone and fax
Postage and delivery
In-kind (specify)
Other (specify)
Other (specify)
Total Expense

Amount
$ 20,000
$
$
$
$
$
$
$
$
$ 20,000

Sources of income must equal expenses.

2014 Connecticut Main Street Center.
All rights reserved.