Streets for All Marketing and Communications

91824-001.0 RFP Document (PDF, 854KB)

Project funded with American Rescue Plan Act (ARPA) funds

The City of Kalamazoo, Michigan (City) is seeking a qualified communication and marketing firm to brand, market, and communicate to our Downtown residents, workforce, and visitors during several years of upcoming transportation changes (parking, streets, and construction timelines). Currently known as Streets for All, City staff have been working for several years to bring together funding to address barriers that took decades to create. As “everyone’s neighborhood,” downtown is where Kalamazooans live, work, and play. However, each user has a slightly different need. For example, downtown residents desire a complete neighborhood where they can meet their daily needs, including shopping, recreation, and entertainment. On the other hand, downtown employees envision easier access to its abundant goods, services, retail activities, and safe transportation. At the same time, visitors imagine vibrant, active streets and gathering spaces with unique events and family-friendly activities which draw from the region.

Existing conditions Downtown possess many characteristics of a vibrant, urban neighborhood. However, circulation and navigation, speeding, and the uncomfortable pedestrian environment resulting from the one-way streets have created barriers to adjacent neighborhoods, circulation for emergency responders is compromised, and access to businesses is difficult. Many people feel uncomfortable driving around Downtown and choose not to come back after an unpleasant experience. Additionally, parking and outdated wayfinding add to the confusing access and circulation. Include another layer, such as a train blocking one of the routes or a construction detour, and the downtown can feel like it comes to a grinding halt. The City is about to embark on projects that will significantly impact these barriers to a vibrant, urban Downtown, specifically converting Kalamazoo Avenue (2024-25) and Michigan Avenue (2026-27) to two-way traffic (with more transformational streets projects planned for 2027 and beyond) and an update of the Downtown parking system (2023-2026).

We are looking to create a pro-active branding and marketing campaign and communication network to support Downtown during the coming period of change and disruptions. Construction and work for these projects will be occurring continuously for at least the next six years. Our businesses and residents are concerned with the impacts, as we seek the ultimate goals of two-way traffic, simplified circulation, and accessible parking. We need to be sure they are informed of all closures, work plans, and timelines to the best of our ability. Importantly, we need to also inspire everyone to go on this journey with us – celebrate with branded events and marketing campaigns which excite people for what’s possible and keep business owners engaged with their customers. Many local businesses are excited about the changes but scared of the potential impacts and when and how the changes will happen. Communication will be critical before we even start the projects to be sure our business owners feel confident they will know what is going on every step of the way.