Columbus, Ohio USA
Return to Homepage www.shortnorth.com
Columbus, Ohio USA
Return to Homepage www.shortnorth.com
Inside the Short North
Columnist John Angelo
Short North Business Association Executive Director
Call 614-228-8050 or email snbacols@aol.com
NOVEMBER 2006
John Angelo / Photo by Rob Colgan A New Look for the Arts District
On October 26, the Short North Business Association (SNBA) launched a new visual brand identity for the Short North Arts District. The launch included a new logo, a completely revamped and souped-up Web site, and the cover of the winter/spring issue of the Short North Visitor’s Guide. The elements were jointly unveiled before 125 business representatives and community partners at an after-hours celebration at Spice Bar.The Logo
Designed by Moorehead Design, the new logo features a stylized drawing of the High Street arches spanning the words “Short North Arts District.” The elevation of “North” plays on the district’s location just above downtown. The block lettering and physical link between “Short” and “North” captures the architectural history and cohesiveness of the district, while the nesting of “Arts District” highlights art as the essential core and spirit of the district. Presented in vibrant saturations of orange and red, the logo echoes the energy and excitement of the area.
Mark Moorehead, owner of Moorehead Design, explains: “We created a visual identity that resonates with the hip, eclectic crowd yet is accessible by the general public. The new design is very flexible, and allows a wide variety of applications. The arch can be expanded to span an entire page or ad. Likewise, the block-letter words can be presented alone. The logo works in color and in black and white, and it’s crisp enough to present large-scale or in small spaces. We also have a ‘bug’ (a tiny ‘sn’) under a segment of the arch. The bug will be perfect for businesses to drop into their ads or business cards to subtly connote a sense of location in the Short North. It will take a while for the bug to register, but after it has been used a few months, it will become as familiar as the Nike swoosh.
Heather Leonard, marketing director for Cameron Mitchell Restaurants and SNBA board secretary adds that “the arches are the single strongest identifying feature of the Short North. In June, when they’re relit, they will be off the chart as an identifier. By including the arches in our logo, we will increase visitor’s recall of the area tenfold.”
Look for the logo and bug in many applications ranging from postcards, district ads and merchant ads to the visitor’s guide, district Web site and new banners along High Street.The Web site
The revamped official Short North Arts District Web site ShortNorth.org was greeted with thunderous applause and countless accolades. Most acclaimed is the site’s visual presentation of the district. Once fully populated with merchant information, photo galleries and exhibit shots, the site will boast over 1,000 photographic images and logos. The site offers a wide range of advanced searches such as Happy Hours, store specials, product searches, and a variety of amenity searches, including WiFi access, valet parking, and onsite parking. On the food front, the site quickly tells visitors which restaurants deliver, provide carryout, offer patio dining or take reservations. There’s even a search-by-cuisine option that helps visitors find exactly what food they want. Other new features include rotating news articles, photo galleries, current art offerings as well as upcoming Gallery Hop offerings (both augmented with images of the artwork featured throughout the district). As the site matures, new options such as Parking 101, Job Opportunities, District Walking Tour and Visitors Corner will flesh out and become tremendous resources for locals and visitors alike.
Each month the Web site will offer a special promotional giveaway. The kickoff promotion features dinner for two at Martini Italian Bistro, a $100 value. Simply logon, click “Register to Win” and you’re on your way. In December, the site will feature a $1,500 Short North Arts District Shopping spree.
Kudos to Jeff Blankenburg at Jexed for committing his time and talent these past six months to bringing the site to life.Gallery Hop takes flight
After 255 foundation-building Gallery Hops, the Short North Arts District is set to take its monthly star attraction to new heights. On October 26, the Short North Business Association announced it had finalized three new promotional partnerships. The Gallery Hops will now be hosted by Alive and CD101, and supported by Outlook Weekly. Combined, the media partners’ annual advertising contributions will total over $120,000. “This is an amazing accomplishment for the District,” said SNBA President Joe Spinelli. “The sponsor partnerships are a testament to our effort and will help ensure the Gallery Hops remain successful for years to come.” Gallery Hop attendance averages 10,000 per month, with over 20,000 showing up for last June’s 250th Hop and the annual Holiday Hops. The media partnerships bring tremendous additional exposure across Columbus and strong support for new features such as Hop Art (see below), promotional drawings and increased performance art offerings.“Hop Art” a tremendous success
In October, the SNBA partnered with Studios On High and the Victorian Gate Condominium Association to debut “Hop Art.” The concept launched with the real-time creation of a 16-foot mural by Sandy Reddig, Jeff Shaw and Rhonda Bartoe Tucker. The artists began working on the mural at 4 p.m. Throughout the evening, the crew created a vision of life in the Short North. Hundreds of onlookers stopped by during the process. The team completed the collaboration at 9 p.m., and the installation was ceremoniously “removed” at 10 p.m. Over 100 visitors participated in the de-installation of the piece by splashing, wiping and smearing the artwork until it dissolved into a mass of swirls. “The idea was to create an experiential element for Hop visitors,” said Rhonda Bartoe Tucker. “The art was not meant to remain. It existed for the one night, and then like sand art, disappeared. You had to be there to experience it.” Photographs of the mural, its progression and its de-installation are on display at ShortNorth.org. Studios On High is planning another installation for December’s Holiday Hop.Short North holidays taking shape
With strong support from Short North merchants and a host of corporate partners, the Short North’s holiday campaign is looking downright stellar, particularly the Holiday Hop on December 2. The Limited Brands and Zen Genius are teaming up to create decorative highlights throughout the district as well as the return of the Merchant Window Dressing Competition, which will include a People’s Choice Award. EMI (Environmental Management, Inc.) and Sunbelt Rentals will be lighting the street trees up and down High. Visitors will be treated to carriage rides drawn by magnificent Belgian draft horses. New this year, the Short North businesses will offer a “Gift Giving Guide” to help visitors navigate the myriad options available in the district. Also new this year, the Short North Business Association will collaborate with Alive and Sugar Bar to host the Kringle Mingle on December 1. In addition to being a jolly good party, the Kringle Mingle is also a Gift Drive benefiting the needy children of Big Brothers Big Sisters and the Short Stop Youth Center. Look for more information on the Holiday activities and specials at ShortNorth.org. The Short North Holiday Hop is also sponsored by Dooley & Company and GrandView Mercantile.Milestones
Urban Gardener is celebrating nine years. Christie Nohle and crew will host a special Customer Appreciation Open House November 24 through 26. On Thursday, November 9, Skully’s Music Diner celebrates five years of Ladies ‘80s Night with free chair massages, a fashion show, and numerous surprises, and on November 17, Skully’s will commemorate their fifth anniversary with “a huge party.” Post Pets celebrates four years. Take 2 and Schakolad Chocolate Factory are celebrating their second year.Developments
Mary Beth Porter has been named General Manager for all Corso & Gallichio locations including Spice Bar and Sugar Bar. The team has begun development of a third Park Street concept. (On the celebrity sightings list, Joe Rogan, host of TV’s Fear Factor, was spotted at Spice in late October.)In the news
Jeni’s Ice Cream is a finalist in the Small Business Leader Award through the Columbus Chamber of Commerce. Maria Galloway at pm gallery noted that the Short North Arts District is the location du jour in this year’s political campaigns. “I’ve seen spots featuring Echoes Art and Antiques, the Short North Tavern, Cookware Sorcerer, Betty’s, and Sherrie Gallerie, as well as numerous shots of our signature arches.” St. Joseph Montessori’s 5th grade class won the Grand Prize in the Kids as Authors competition, the national book writing contest sponsored by Scholastic Books. The book is titled: What Do You Call A Rhyming Riddle? A Hinky Pinky! It was published last month and is on sale at Scholastic Book fairs across the country. Paul Robinett has been making the national and international news lately! Currently in the #10 spot on YouTube.com, Paul has been interviewed coast to coast for newspapers, magazines, and radio shows for his aromatherapy candleshop and his new CanopyChair company, Renetto. The October 15 edition of the Chicago Tribune featured an expansive article about one visitor’s experience to Columbus for an OSU football game. The author stayed at 50 Lincoln Bed and Breakfast and The Lofts, dined at L’Antibes, and was particularly moved by the variety of building murals and offerings in the Short North!
Email John Angelo at snbacols@aol.com
Visit the Short North Business Association Web site at www.shortnorth.org©2006 Short North Gazette, Columbus, Ohio. All rights reserved.
