The Mission Hill Main Streets district was struggling to capitalize on excellent accessibility to surrounding Boston resident neighborhoods and the Longwood Medical Area (LMS) – home to one of the largest employment centers in the region. Negative perceptions of the district, a small geographic presence, and increasing use of ground floor space for overflow medical offices and administrative space continually put merchants at a disadvantage in their efforts to increase visibility and customer base.
The students explored:
How the “leakage” of customers to other business districts can be stopped
If the LMA can become a partner for positive change and direct employees to shop and dine in the district
How the diversity of Latino, Irish, Thai and other independent ethic businesses can provide a marketing advantage for Mission Hill merchants