Should you be approached by a stranger attired in a black-and-yellow polo shirt, be not afraid. You have encountered a State Street ambassador, bearer of useful information about the downtown business district and guide to all things State Street.
The State Street ambassador program launched in June is part of the downtown Business Improvement District, an attempt to revitalize the business districts, particularly downtown.
Susan Schmitz, president of Downtown Madison, Inc. and ambassador program coordinator, said the ambassadors provide a number of services to downtown users.
“[Ambassadors] serve as a face to the street, give a face to the business district,” Schmitz said. “They can serve as wayfinders, assist people on the street in terms of finding their way and giving any help they need and picking up trash.”
Chuck Bauer, the president of the State Street Business Association and owner of The Soap Opera, 319 State St., said the ambassadors program has been useful to shoppers and business owners alike in the downtown area.
“They are very helpful to our customers, many of whom are from out of town,” Bauer said, adding that a number of shoppers mentioned personal incidents of assistance from the city employees. “They’ve never seen anything like this before.”
While ambassadors can be seen anywhere from the Capitol to Library Mall Mondays through Saturdays during daylight hours, Schmitz said ambassadors have been called upon to patrol the streets during special downtown events like Art Fair on the Square and Concerts on the Square.
Bauer added that ambassadors serve the downtown not only by directing customers and making downtown shopping an easier experience, but also through direct assistance to business owners.
“They communicate messages between businesses,” Bauer said.
Ambassadors can also be spotted assisting shop managers in loading merchandise in stores or even picking up trash on the street, but Schmitz said their primary function is customer service.
“It’s just a matter of they’re on the street already as consiglieres, so if they walk by trash, there’s no reason not to pick it up,” Schmitz said, “but that’s not their main [function].”
Schmitz said the ambassador program is not unique.
“It was through the Business Improvement District,” Schmitz said of the program’s origin. “Most successful BIDs have ambassador programs.”
Bauer praised the program and its effect on State Street’s image.
“I think the impact has been very positive from our customers, to have hosts and hostesses on the street,” Bauer said.
