A Rose-Hulman Institute of Technology graduate student recommends working with existing amenities, while attracting new businesses, to improve Terre Haute’s downtown.
Heather Finnell, who is studying engineering management, presented the findings of consumer-based marketing research Wednesday on Rose’s campus. The project was part of her master’s thesis.
“In my opinion, it’s not all about getting more businesses downtown, it’s about working with what’s already downtown,” she said during the presentation in Crapo Hall. “That’s cheaper, more economical — all you have to do is raise awareness. Work with what you have.”
Downtown Terre Haute Inc. intends to consider Finnell’s research as part of a five-year downtown master plan.
Finnell reached out to consumers through an online survey, reaching 1,100 students and community members, and a focus group of 44 people from throughout Terre Haute.
Students, faculty and staff from Rose and Indiana State University, downtown business owners and employees and Terre Haute citizens participated in her project. Finnell’s study zone extended east to 12th Street, west to Third Street, south to Poplar Street and north to Cherry Street.
Based on consumer responses, Finnell recommended increasing lighting and signage, especially for directing visitors to historical areas.
She also pointed the city to state funding, such as the Stellar Communities or Planning grant from the Indiana Office of Community and Rural Affairs Planning grant, for the five-year plan. She said Terre Haute qualifies for both programs, which could provide $500,000 to $1.5 million for substantial, long term projects.
In her research, Finnell sought to discover when and why people visit downtown. She found most people go to eat lunch and dinner, and food is what they said downtown does best.
Other respondents said, however, there was not enough variety of dining choices downtown and shopping and entertainment were lacking.
Finnell said the mindset of respondents was to liven up downtown.
“I can’t tell you the number of times the word ‘blah’ was used to describe downtown currently,” she said. “Whether or not that’s accurate, that’s up to you, but that’s the current mindset. Now the desired mindset for downtown is the ‘live, work, play’ environment.”
Finnell said respondents wanted to be able to go downtown without a specific destination or plan in mind.
“You just go, you do, you make it up as you go,” she said. “Go park somewhere and then just go for it. That’s what people really want to do when they go downtown.”
An audience member asked if downtown was viable given development on Indiana 46 and the city’s south side.
Finnell said downtown Terre Haute needs to use that growth to its advantage and replicate it.
“I don’t want to drive all the way down south if I don’t have to,” she said. “Downtown’s much easier access, go down Wabash and go straight.”
She added, “I think downtown needs to understand that just because the mall and 46 is growing so quickly, that that doesn’t mean that downtown Terre Haute has to stay stagnant.”
A native of Cleveland, Tenn., Finnell originally landed a job in Austin, Texas, but the company relocated her to Indianapolis.
Speaking before the presentation, Finnell said when she visits Terre Haute years from now, she’ll feel accomplished if some of her ideas and proposals are implemented.
“It would make me feel like my thesis was for something,” she said.