Reinvigorating Downtown Boston: Leveraging Digital to Promote a Bustling Beantown


Multiple Stakeholders Find What They Need with New Web Design

Bluehouse Group is the trusted web partner for the Downtown Boston Business Improvement District (BID). Boston BID chose to work with Bluehouse in 2012 when they were looking to create an online experience to reinvigorate interest in the area. The Boston BID district encompasses the financial district and office buildings full of workers, but it was less successful as a destination for shopping, dining, tourist activity, etc.

Boston BID needed a website that would paint a new picture for visitors, business owners, residents, real estate developers, and organizations located in that area. The goal was to create a digital presence that would elevate the downtown’s brand and reputation, act as a catalyst for economic development, and attract more visitors.

As part of the initial strategy development phase, Bluehouse Group interviewed community members and convened BID stakeholders to help provide critical insights. In addition, Bluehouse Group delved into Google analytics data to understand user behavior, referral traffic, key content pages and other metrics to inform the new site. We also did a review of Boston’s social media channels to assess which channels to promote on the new website, and in what priority.

The content strategy has worked well for Boston, emphasizing places and events in a map-driven dynamic layout that are run by an intelligent relational database that's wicked easy to use.

In the summer of 2017, a new responsive design of the website was launched, providing users on any device with a great experience.


By promoting upcoming events — their own as well as community members’ events — there is continuous energy conveying downtown as a “happening place.” Events can be filtered by the day, week, or month. Once viewing an event detail page, a user can easily get directions via Google Maps or add event to a calendar. Users can also submit an event, complete with images, which gets approved by the BID staff.


Businesses, restaurants, shopping, and attractions are easily discovered. Maps make it easy for people to see where a place is located, and add handy filters for parking, wifi access, ATMs, and historical landmarks. Featured places are selected on a rotating basis.


Users can create their own custom itinerary or follow one of the curated experiences. Itineraries can easily be shared with friends via social media tools or email - no registration required. Learn more.