The Peterborough Downtown Business Improvement Area (DBIA) has launched a redeveloped website at TheBoro.ca to make it easier for both local residents and visitors to plan their downtown experiences.
The DBIA originally developed the website — named The Boro as the DBIA’s branding moniker for downtown Peterborough — in 2020 as a virtual marketplace so that people could shop online at downtown businesses during the pandemic. Since then, it has evolved into a digital destination for both residents and visitors.
On Monday (June 23), the DBIA unveiled a fully reimagined version of the website, which was developed with funding from Regional Tourism Organization 8 (RT08) through their Partnership Allocation Program.
“TheBoro.ca is more than just a website,” says DBIA executive director Nour Mazloum in a media release.
“It’s a crucial part of our long-term strategy for fostering economic growth and cultural vibrancy in the heart of Peterborough. We really want people to feel excited about exploring our downtown, whether they’re visiting us for the first time or just looking for a great way to spend their weekend.”
The redeveloped website includes an interactive business directory with curated categories and mapping tools, an events calendar that includes both DBIA-led events and community-submitted events taking place downtown, trip-planning content (such as self-guided tours and itineraries, local stories, and business and artist spotlights and guides), and integrated connections to the Boro gift card program, exclusive Boro merchandise, and newsletters.
According to the DBIA, having strong digital tools drives higher event attendance and increased visitor spending.
The Canadian Federation of Independent Business reports that more than 60 per cent of consumers search online before deciding where to shop or dine locally, and Google reports that 76 per cent of people who search for something nearby on their smartphone visit a business within a day.
“With the new website’s updated design and user-focused features, the DBIA is ensuring that downtown Peterborough businesses are visible, easy to discover, and competitive in today’s digital economy,” states the media release.
