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THE DEVELOPMENT SOURCE
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Re-imagining the Reading Bridal District
Reading Bridal District
 
Brides-to-be spend about $100 billion a year in the U.S. on everything they need to get ready for one of the biggest days of their lives, and each month, more than 300,000 weddings are celebrated in the U.S. In the Hamilton County city of Reading, a bridal district developed organically in the 1980s, starting with the opening in 1979 of Bridal and Formal Inc., which has grown to be one of the largest bridal stores in the country. The one-stop wedding district developed into a regional and national draw, but the rise of online shopping, the growth of wedding superstores, and the threat of local competition had merchants in the Reading district looking for ways to improve their share of this huge market.

They approached the Hamilton County Development Co.’s Economic Development Office looking for ways to take a successful niche business district to the next level. The economic development office performed a detailed business district study reviewing the existing conditions, mapping the business district’s zoning and land use, reviewing property values, examining the demographics of the wedding market and analyzing the competition. In addition, we reviewed previous studies, conducted an analysis of the strengths, weaknesses, opportunities and threats and held brainstorming sessions for business owners.

Our analysis resulted in a series of recommendations to improve the marketing, organization and physical appearance of the district and to capitalize on new business opportunities. They included updating the district’s Web site (www.readingbridaldistrict.com) to make it the district’s primary marketing tool, raising awareness of the district through additional highway and street signs, hiring a marketing consultant and planning special events to attract attention. We also recommended increasing the membership of the business association and organizing along committee lines so members could work efficiently to help achieve their common goals, and we suggested expanding the business opportunities to include luxury shops offering specialty items, artisan shops and related businesses that appeal to women, such as day spas and coffeehouses.

“HCDC’s analysis helped us with a regional perspective,” says Susan Gertz, a board member of the bridal district association and owner of Gertz Law Firm in Reading. “The district does draw a regional clientele and it was helpful to have the benefit of people who were experienced in regional business development.”

Many of the recommendations are already being implemented, including a redesigned Web site and a special event called the Runaway Bride 5K Run, which has drawn hundreds to the district in a fun setting. The bridal district association re-organized as a subcommittee of the Reading Chamber of Commerce and a public relations consultant was hired to prepare media information and coordinate district-wide activities. The Ohio Department of Transportation has agreed to add signs for the district on Interstate 75 during a planned expansion of the highway.

The Reading Bridal District project is a good example of the capabilities of HCDC’s Economic Development Office, says Harry Blanton, vice president of the office.
The office can help with tax incentives through enterprise zones and community reinvestment areas, site information, land development, community business district revitalization and business retention and expansion.

For more information on HCDC’s Office of Economic Development, contact Catherine Fitzgerald at cfitzgerald@hcdc.com or call 513-631-8292.