“The Mekong on the Mississippi”

Little Mekong: a commercial and cultural destination on University Avenue

A thriving destination on University and Western to eat, shop, experience, grow business, and invest

Focused on marketing, promoting and branding University Avenue Asian businesses, and developing the Western LRT Station areas a cultural and business destination

Assets:

• Over 100 existing Asian businesses: shops, restaurants, offices, clinics LRT station at Western Avenue
• Existing major Asian American cultural institutions
• A diversity of Asian cultures represented
• A diversity of ethnicities in the surrounding Frogtown neighborhood: 38% Asian, 24% White, 22% Black, 9% Latino

Marketing & Branding Strategies

Creating a unique recognizable brand

Focusing on retaining current customers and attracting new ones

Creating leadership and a cooperative business model

Developing specific marketing objectives

Brand positioning

Creating resources and services

Key components: Assessing strengths, cultural attributes, existing customer base, benefits of cultural destinations, opportunities and target audience

Investments for Sustainable Growth

Develop business leadership and community capital

Develop a cooperative business model: connect businesses, customers, suppliers

Create long-term, community-driven planning for sustainable growth

Goal

The goal of Little Mekong is to reposition Asian businesses and entrepreneurs on University Avenue to survive light rail construction and prosper long after.