South Park Rebranded as Social District
South Park is now…….The Social District
Nolan Marshall, South Park Business Improvement District (SPBID) Executive Director, announced at their annual meeting on November 14 that South Park will be rebranded as The Social District. This comes after a year of working with the Washington, D.C.-based marketing firm, Ghost Note Agency https://www.ghostnoteagency.com/.
The news of the name change was first released on social media the day before the annual meeting. At the annual meeting, Nolan spoke on the process and played the video which was featured in the SPBID newsletter on November 15. The SPBID website was updated to The Social District https://lasocialdistrict.com/.
Nolan stated that the reason for the change is to update the brand which stemmed from a 2021 renewal process which identified six goals after meeting with stakeholders (businesses, residents, workers). “Develop an authentic South Park brand and marketing program to ensure that all South Park initiatives are aesthetically and substantively cohesive.” The other goals – clean and safe, beautiful and active streets, parks, open spaces, programs and services to support a diverse residential neighborhood; support and leverage new retail, office, residential, hotel, entertainment development and redevelopment; and expand mobility options, wayfinding, and signage.
The year-long work on rebranding included outreach to stakeholders, including residents, for their opinions on South Park and what is needed in South Park. A survey was sent to a broader audience. Focus groups were held and all the information that was gatahered was shared at SPBID board meetings open to the public.
The reviews about the name change have been varied and many questions are being asked. The SPNA Executive Board met with Nolan to ask some of your questions. Nolan has agreed to meet with residents individually, HOA meetings, or at a meeting organized by SPNA. “I want to be accessible. I give out my phone number. I live in the neighborhood too.”
Question #1 – Why rebrand? Why Social District?
Nolan said rebranding is needed for economic development, plus the branding had not been updated in over a decade and was a recommendation in the BID’s 2021 strategic plan and by consultants’ audit in 2023.
The rebrand audience is the investors, businesses, visitors, and residents. He wants investors to think about South Park differently since business growth in South Park has been stagnant. The end goal is how South Park is perceived for the World Cup and Olympics. The primary audience of the business improvement district includes businesses and visitors, not only residents.
Nolan said there is a trend in central business districts to be social gathering places. Everyone lives online. We want to draw people out into the neighborhood. In addition to political and financial capital, we need social capital. Neighbors are social as well.
Nolan said he would measure the results of rebranding by people’s awareness of the Social District and investment in the district.
Why Social District?
At the SPBID Annual Meeting, Nolan said we have always been the social district. People come to South Park to socialize before and after events at LA Live, Crypto.com, and the Convention Center as well as the many bars and restaurants located in South Park.
“The Social District will be a tagline until we reach a point where people use Social District” instead of South Park. It takes time. Nolan said he introduces himself in public meetings as “I am Nolan Marshall, Executive Director of South Park, The Social District.”
Note: The Social District launch announcement link from SPBID can be accessed here.
Question #2 – Why rebranding rather than more safety and cleanliness?
Nolan explained that safety is foundational and that 66.38% of their budget is for clean and safe programs - $2.6 million. Nolan said, “Economic development is public safety.”
Nolan said residents need to understand the BID’s capabilities. The BID is not a replacement for LAPD which is well-funded. LAPD should be patrolling our neighborhood.
The BID suspended patrols after midnight including the service to walk a resident home. The data did not warrant taking limited hours away from other areas. Nolan said the “BID spends more on public safety now than at any time in history.”
Question #3 – What are next steps and is the South Park name being eliminated?
Nolan said next steps include internal branding with a new newsletter and website, new signage, uniforms for clean and safe team, upgraded waste bins in addition to a survey to South Park stakeholders on a variety of topics. Nolan said, “The survey will be repeated annually and targeted to a diverse group of stakeholders, not just residents.”
By Debra Shrout and SPNA Executive Board
Background information - The SPBID is a business improvement district which was created by the California State Legislature in 1994. The city of LA oversees the budget. The 2024 SPBID budget is just under $4 million with 66.38% of their budget targeted to clean and safe programs, 18.90% for marketing and district identity, and 14.72% for administration and management. The income for the SPBID comes from a tax on property in the district and the rate is based on a building’s square footage and street frontage footage. Condo owners pay the tax based on their building’s square footage.
Comments from stakeholders - residents and business owners:
“I think SP has so much more to offer than the social scene, so it feels like they’re boxing themselves in, and we’re certainly not more social than any other areas, but we do make really great efforts in creating community.” Aileen Coyle, renter
“The ‘South Park’ name and brand have been around for 50+ years. Why rebrand now? All of the other areas in downtown are "The" something; South Park is already unique in that it's just South Park. If it's not broke, why fix it?? The Social District name makes no sense. Even the elected and government people downtown use "The Entertainment District" if not using the South Park name to refer to our area. If you want to rebrand, use that.” Dennis Fried, condo owner
“I was very skeptical at first, especially knowing how challenging rebranding can be from my own business experience. However, after hearing the presentation, The Social District concept truly resonated with me. If we can successfully establish its name and create a safe, walkable space where people genuinely feel secure, I’m filled with hope for what the future holds for the Social District, its business and its residents.” Cristina Ward – business owner, Audio Graph
“I would rather live in a Park than a District.” Joe Rank, renter
“It seems like a rebrand aimed at visitors. Visitors are an important part of the South Park fabric, with LA Live and all of that. I think for the people that live here it doesn't resonate the same way. Even though it's quite a social neighborhood!” - Jay W., renter
“I am not sure about rebranding South Park. I don’t think it will bring more business. I think the name South Park stands out more than Social District. I feel that we need to clean South Park in order to have more foot traffic.” Jaymi Chung, owner
“I thought it was a rebranding of the SPBID not the neighborhood. I liked that idea for the BID. Not so sure of the that name for the neighborhood – I like South Park. We are a social neighborhood, so it represents that well.” Kim Moreno, Cut to the Feeling
“Although the cost effectiveness was alarming initially, they sure did get the social part right. Living in downtown now since 2006 South Park has become a mecca of entertainment and dining which to our benefit is all walkable. It’s about time you caught up with the cool kids of Los Angeles and join us in the downtown arena. We’ve been waiting for you.” - Bonnie, renter