Redevelopment Tying It All Together

Why revitalize your downtown area. What makes a successful downtown Why revitalize your downtown area? What makes a successful downtown? What do you want your downtown to look like?

Why Revitalize? By bringing people closer together with their revamped city centers, communities can: Increase overall tax base Utilize existing structures Foster community pride Increase tourism Encourage local entrepreneurs Increase overall tax base – The more business the more tax revenue Utilize existing structures – Your downtown is distinct and unique from any other downtown, you can use this to your advantage. Many new communities simply have had to build entirely new downtown areas. While this can prove to be effective, it also proves to be very costly. Foster community pride – Gives a local center point for your residents to gather be it city square, coffee shop, or art gallery Increase tourism – Downtowns can easily attract niche businesses that utilize your unique cities infrastructure Encourage local entrepreneurs – With national retailers dominating the suburbs, local retailers and restaurants can find a niche in your city center

Why revitalize your downtown area. What makes a successful downtown Why revitalize your downtown area? What makes a successful downtown? What do you want your downtown to look like?

What Makes a Successful Downtown? There is no formula for a “great” downtown, but research shows that successful downtowns do share several characteristics. Had to have multiple traffic generators The downtowns are always walkable Most have mixed use developments Entertainment is a driving market segment Food and Beverage seems to be replacing traditional retail Downtowns housing is being utilized There was a study done by a Cornell University Fellow that compared the successful traits and characteristics of 11 small and mid-sized downtowns. Had to have multiple traffic generators- A library, a theatre, a community college. In a downtown area these can create “tight and effective traffic generating zones” The downtowns are always walkable – There are numerous street level attractions (interesting architecture, clean storefronts, good signage, and often art). Shops and boutiques help define the character of downtown and engage the pedestrian . This makes sense! Most have mixed use developments – One community created a farmers market that also had offices, retail and restaurants attached to it Entertainment is a driving factor. Many communities are revamping their downtown theaters or brining in one. Food and Beverage seems to be replacing traditional retail. A similar characteristic in these 11 towns is that restaurants are the leading traffic generators. These restaurants tend to be independent and very unique – like an ethnic or thematic restaurant. Downtowns housing is being utilized. Nearly all of the studied towns had strong or growing housing markets. This also makes sense. If you create a downtown that brings people in to eat, shop and work in a dense area, people will want to live there as well.

Why revitalize your downtown area. What makes a successful downtown Why revitalize your downtown area? What makes a successful downtown? What do you want your downtown to look like?

What do you want your downtown to look like? Before you reach out to contractors and possible retailers, you need prepare a development strategy. It’s time to think critically and creatively! Would you like your downtown to be a haven for artists? What traffic generators would entice your community? What type of mixed-use facility would your community enjoy? Do you want to bring in powerhouse financial institutions to bolster foot traffic? How can you preserve the history of your downtown and use it to your advantage? c

Why recruit residents to your downtown Why recruit residents to your downtown? What types of people should I focus on? How do I reach them?

Why Recruit Residents to Downtown? By bringing people closer together with their revamped city centers, communities can: Increase overall tax base Utilize existing structures Foster community pride Just like Todd covered in Part One of this series, bringing more people to your downtown will help: Increase overall tax base – The more people, the more business, the more tax revenue Utilize existing structures – Your downtown is distinct and unique from any other downtown, you can use this to your advantage. Many new communities simply have had to build entirely new downtown areas. While this can prove to be effective, it also proves to be very costly. Mixed-use buildings that have retail on the first floor and residential on the upper floors. Foster community pride – Gives a local center point for your residents to gather be it city square, coffee shop, or art gallery

Why recruit residents to your downtown Why recruit residents to your downtown? What types of people should I focus on? How do I reach them?

Mosaic Profiles Provide Insight The best way to gain insight into who to recruit to live in your downtown area is to run your Mosaic Profiles in SCOUT. The Mosaic Profiles report can be run on a drive time, radius or custom shape. Trace your downtown area using the Custom Territory tool. Then, right-click on the pushpin the territory is tied to and choose to run the Mosaic Profiles report. Choose Shape for the report area. By running this report on your downtown area will help you understand the difference in the households that live there and those that work there.

Mosaic Profiles – What to look for After running the report, look for the following: Highest percentages of current Residential households Highest percentages of Workplace households, where not highly present in the residential households This will allow you to find the segments to target for recruiting purposes. When you find those that work in your downtown area, but are not highly present in the residential count, those segments are the top ones to look to recruit because if they work there, they might be more willing to live there too!

Mosaic Guide – Learning more about households to recruit Now, dive deeper into the segments using the Mosaic Guide.

Why recruit residents to your downtown Why recruit residents to your downtown? What types of people should I focus on? How do I reach them?

Mosaic Guide – How to reach them Once you have discovered the segments you want to reach out to for recruiting, use the Mosaic Guide to find out the best way to reach them.

Why recruit businesses to your downtown Why recruit businesses to your downtown? What types of businesses to focus on? When it comes to business recruiting 2 main question must be asked: Why do we even want to recruit businesses? What type of businesses should I focus on?

Why Recruit? By bringing businesses to your downtown area, communities can: Increase overall tax base Utilize existing structures Increase tourism Encourage local entrepreneurs Increase overall tax base – The more business the more tax revenue Utilize existing structures – Your downtown is distinct and unique from any other downtown, you can use this to your advantage. Many new communities simply have had to build entirely new downtown areas. While this can prove to be effective, it also proves to be very costly. Increase tourism – Downtowns can easily attract niche businesses that utilize your unique cities infrastructure Encourage local entrepreneurs – With national retailers dominating the suburbs, local retailers and restaurants can find a niche in your city center

Why recruit businesses to your downtown? What types of businesses to focus on? A) What does my community need? B) What does my community want? When asking yourself on the types of businesses you are looking to recruit; a community should follow this question with two sub questions: What does my community need? What does my community want?

What does my community need? As we can see from the leakage report using the downtown Livermore area as a geography, we have 4 main areas where there are retail opportunities: Motor Vehicle Parts & Dealers Electronics & Appliance Stores Clothing & Clothing Accessories Stores General Merchandise Stores The areas that do show leakage give insight on which types of businesses there are a potential need for.

What does my community want? Once your community has an idea of what their needs are, SCOUT can help show you what your residents, both daytime and nighttime, like. Using the results from the Mosaic Profiles report we can use the Mosaic guide and learn about these dominant segments along with their likes and characteristics. This will in turn give the community different types of businesses the residents would like to see.

Tying it all Together: Redevelopment Strategies

Redevelopment Strategy Plan - Create a Community Vision Design - Create Attractive Environment Build - Create Places for Retailers Attract - Use Analytics to Attract Retailers

Plan – Create a Community Vision Adopt a downtown specific plan: - Possible distinct districts Define primary retail target Plan should define uses and potential preservation of historic areas and structures Increase overall tax base – The more business the more tax revenue Utilize existing structures – Your downtown is distinct and unique from any other downtown, you can use this to your advantage. Many new communities simply have had to build entirely new downtown areas. While this can prove to be effective, it also proves to be very costly. Foster community pride – Gives a local center point for your residents to gather be it city square, coffee shop, or art gallery Increase tourism – Downtowns can easily attract niche businesses that utilize your unique cities infrastructure Encourage local entrepreneurs – With national retailers dominating the suburbs, local retailers and restaurants can find a niche in your city center Create with input from: - Downtown Association Community Individual Business Owners

Redevelopment Strategy Plan - Create a Community Vision Design - Create Attractive Environment Build - Create Places for Retailers Attract - Use Analytics to Attract Retailers

Design – Create an Attractive Environment The environment must be attractive to both retailers and consumers: Well lit Safe Parking Available Increase overall tax base – The more business the more tax revenue Utilize existing structures – Your downtown is distinct and unique from any other downtown, you can use this to your advantage. Many new communities simply have had to build entirely new downtown areas. While this can prove to be effective, it also proves to be very costly. Foster community pride – Gives a local center point for your residents to gather be it city square, coffee shop, or art gallery Increase tourism – Downtowns can easily attract niche businesses that utilize your unique cities infrastructure Encourage local entrepreneurs – With national retailers dominating the suburbs, local retailers and restaurants can find a niche in your city center Before After

Design – Create an Attractive Environment The environment must be attractive to both retailers and consumers: Gathering Spaces Entertainment Options Hours of Operation Increase overall tax base – The more business the more tax revenue Utilize existing structures – Your downtown is distinct and unique from any other downtown, you can use this to your advantage. Many new communities simply have had to build entirely new downtown areas. While this can prove to be effective, it also proves to be very costly. Foster community pride – Gives a local center point for your residents to gather be it city square, coffee shop, or art gallery Increase tourism – Downtowns can easily attract niche businesses that utilize your unique cities infrastructure Encourage local entrepreneurs – With national retailers dominating the suburbs, local retailers and restaurants can find a niche in your city center

Design – Create an Attractive Environment The environment must be attractive to both retailers and consumers: Housing Options Increase overall tax base – The more business the more tax revenue Utilize existing structures – Your downtown is distinct and unique from any other downtown, you can use this to your advantage. Many new communities simply have had to build entirely new downtown areas. While this can prove to be effective, it also proves to be very costly. Foster community pride – Gives a local center point for your residents to gather be it city square, coffee shop, or art gallery Increase tourism – Downtowns can easily attract niche businesses that utilize your unique cities infrastructure Encourage local entrepreneurs – With national retailers dominating the suburbs, local retailers and restaurants can find a niche in your city center

Redevelopment Strategy Plan - Create a Community Vision Design - Create Attractive Environment Build - Create Places for Retailers Attract - Use Analytics to Attract Retailers

Build – Create Places for Retailers New Make retail space readily available and market ready: New Development Rehab Speed to market is critical Increase overall tax base – The more business the more tax revenue Utilize existing structures – Your downtown is distinct and unique from any other downtown, you can use this to your advantage. Many new communities simply have had to build entirely new downtown areas. While this can prove to be effective, it also proves to be very costly. Foster community pride – Gives a local center point for your residents to gather be it city square, coffee shop, or art gallery Increase tourism – Downtowns can easily attract niche businesses that utilize your unique cities infrastructure Encourage local entrepreneurs – With national retailers dominating the suburbs, local retailers and restaurants can find a niche in your city center Rehab

Build – Create Places for Retailers Before After Consider creating downtown specific incentive programs: Tenant Improvement Marketing Initiatives Increase overall tax base – The more business the more tax revenue Utilize existing structures – Your downtown is distinct and unique from any other downtown, you can use this to your advantage. Many new communities simply have had to build entirely new downtown areas. While this can prove to be effective, it also proves to be very costly. Foster community pride – Gives a local center point for your residents to gather be it city square, coffee shop, or art gallery Increase tourism – Downtowns can easily attract niche businesses that utilize your unique cities infrastructure Encourage local entrepreneurs – With national retailers dominating the suburbs, local retailers and restaurants can find a niche in your city center

Redevelopment Strategy Plan - Create a Community Vision Design - Create Attractive Environment Build - Create Places for Retailers Attract - Use Analytics to Attract Retailers

Attract – Use Analytics to Prove Potential Retailers are focused on one thing – will they be successful: Do you have the right customer types Will your citizens shop in their store or dine in their restaurant Increase overall tax base – The more business the more tax revenue Utilize existing structures – Your downtown is distinct and unique from any other downtown, you can use this to your advantage. Many new communities simply have had to build entirely new downtown areas. While this can prove to be effective, it also proves to be very costly. Foster community pride – Gives a local center point for your residents to gather be it city square, coffee shop, or art gallery Increase tourism – Downtowns can easily attract niche businesses that utilize your unique cities infrastructure Encourage local entrepreneurs – With national retailers dominating the suburbs, local retailers and restaurants can find a niche in your city center

Attract – Use Analytics to Prove Potential Retailers are focused on one thing – will they be successful: Show retail potential Hi-light desirable traits Display tangible qualities Increase overall tax base – The more business the more tax revenue Utilize existing structures – Your downtown is distinct and unique from any other downtown, you can use this to your advantage. Many new communities simply have had to build entirely new downtown areas. While this can prove to be effective, it also proves to be very costly. Foster community pride – Gives a local center point for your residents to gather be it city square, coffee shop, or art gallery Increase tourism – Downtowns can easily attract niche businesses that utilize your unique cities infrastructure Encourage local entrepreneurs – With national retailers dominating the suburbs, local retailers and restaurants can find a niche in your city center

Attract – Use Analytics to Prove Potential Retailers are focused on one thing – will they be successful: Show market potential Speak in terms of drive time Know your trade area Know your visitor Increase overall tax base – The more business the more tax revenue Utilize existing structures – Your downtown is distinct and unique from any other downtown, you can use this to your advantage. Many new communities simply have had to build entirely new downtown areas. While this can prove to be effective, it also proves to be very costly. Foster community pride – Gives a local center point for your residents to gather be it city square, coffee shop, or art gallery Increase tourism – Downtowns can easily attract niche businesses that utilize your unique cities infrastructure Encourage local entrepreneurs – With national retailers dominating the suburbs, local retailers and restaurants can find a niche in your city center

Going Forward Through developing your strategy and executing, you can redevelop your downtown area into a hub of culture and commerce. It all begins with putting your Customers at the center of your strategy. Proactively pursue retailers by: - Engaging with retailers - Attending deal making conferences - Provide market validation to developers - Partnering with retail experts

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