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Development News

Beach rebrands its BIA

Just when we we're getting used to calling the Beaches the Beach, the association of businesses that contributes to the upkeep of the commercial strip in the Beach has rebranded itself to reflect the changing nature of the neighbourhood.

All of the business improvement area’s official signage and other materials will now refer to the area as the Beach Village.

"The Beach Village was launched to create a distinct identity for the business and shopping district along Queen Street East," says Elise Felton, Beach Village’s co-ordinator.

"This brand refresh was not done on a whim. We partnered with … Top Drawer Creative, an ad agency here on Queen Street East. Top Drawer conducted in-depth research, including interviews and surveys with focus groups made up of both BIA members and Beach residents. The Beach as a neighbourhood offers several attractions and shopping areas.  We want to encourage residents to rediscover what’s available in the Beach Village - in the heart of The Beach."

The Beach Village Business Improvement Area, or BIA, is the longest in Toronto, spanning 23 blocks. It has an annual budget of $230,000, and its membership includes just under 350 businesses.

"Our members will benefit from a refreshed look and feel on the street with banners and transit shelter ads," says Felton, "the marketing campaign that will extend into 2014 increasing promotions and visibility to the area. The re-branding campaign is intended to get people talking about our area and to get them shopping on Queen Street East again. People will be able to identify the businesses along Queen Street East as a must go-to destination for all their needs."

Writer: Bert Archer
Source: Elise Felton
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