The Problem:

The Deep Ellum Foundation has been in control of the neighobrhoood PID tax dollars since 1996, it is perceived to be in control and has access to City Hall and city economic development services. The DEF is a force to preserve the status quo, the primary characteristic of which was doing nothing, encouraging the cycle of abandonment and demolition, leading inevitably to additional population displacement. The majority of property owners in Deep Ellum continue to maintain and keep their property in immaculate shape. But a large number of property owners do not maintain their properties and do nothing to improve the context of the neighborhood.

Urban renewal, heralded by incredible spasms of destruction, has greatly diminished the architectural heritage of Dallas. The most successful will need to complement existing businesses and build on the foundation and encourage entrepreneurs.

The Solution:

In Deep Ellum, a few enthusiastic residents and business owners attracted by the architectural heritage and residential potential, determined that the core problem could be stated simply that too many buildings are sitting vacant and in disrepair.

Spotlight the assets, package and market them to create a valuable product: a viable community set against a historic backdrop. The objective of the marketing program is to repopulate the businesses with people who care. We can achieve this by making a market in property, just like a stock broker makes a market in a stock. No market, no value. No value, no existence.

The marketing program will have three facets:

1. An ongoing public relations thrust involving the production and distribution of dozens and dozens of press releases. The basic theme of the releases will be: “Deep Ellum is making a comeback. Come visit us.” Also, loft tours, walking tours, radio and television appearances, housing booths at city events and other avenues should be developed. As many people resources as possible need to be included in the public relations program.
2. Available building lists can be produced with addresses, a brief description of the property, price and who to contact for as many available neighborhood properties as could be found. The availability of housing lists was featured in the public relations campaign. The function of the housing list is to help lure people to Deep Ellum and a meeting with a neighborhood host.
3. Neighborhood hosts, identified by signs in the windows to promote the neighborhood to interested purchasers and distributed housing lists. Get people to do something, face-to-face contact is the most effective avenue. The function of the window signs, which state simply “Housing Information Here,” is to get people to stop, get out of their cars and knock on the door of a host. Once they do this, they will experience the neighborhood. The tools for selling Deep Ellum as a unique place to live, work and play will feature a unique campaign “I am Deep Ellum.”

Logical Steps to Neighborhood Revival: Tactics and Benefits

Save Deep Ellum came into existence to market the neighborhood. Prospective residents for Deep Ellum should be informed of efforts underway to upgrade the area, the story behind the the architecture and history which are irreplaceable and well priced. Potential buyers and new residents need to hear that a lot of time, energy and money are needed and that success requires commitment and hard work. New buyers are enthusiastically encouraged to purchase a unique, affordable home, thereby helping to reclaim a historic neighborhood and to revitalize the unique housing stock.

All new arrivals should be embraced and enlisted to help. They must be given something to do for the community sales effort. Momentum will develope as the depth of people resources increases. Efforts to bring in new buyers should be supplemented by community-based projects to strengthen Deep Ellum, such as beautification, clean up, fund raising, etc.

The program involves the gradual, evolutionary building of the neighborhood.
The program is focused on long-term goals, permitting short-term objectives .

The objective of our marketing effort is to bring potential new residents into contact with existing residents, and provide a continuous and ongoing target for a panorama of promotional programs. The 1976 Tax Reform Act offered a five year accelerated depreciation period for investment in certified historic properties. This legislation was replaced by the Economic Recovery Act of 1981, which provided a 25 percent investment tax credit for rehabilitation expenditures on certified historic structures. These tax incentives only applied to rental and commercial property.

However, the impact of these incentives was dramatic. They boosted investment in other residential assets which did not qualify for the tax breaks and credits. In other words, the owner-occupied side of the residential equation was encouraged and strengthened by all the activity in rental and commercial redevelopment.