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How to Create a Great Downtown

By Doyle G. Hyett & Dolores P. Palma
HyettPalma, Inc.
Making Downtown Renaissance a Reality

So, you want to have a Downtown like in the good-old-days. Well, as Will Rogers once said, “Things aren’t what they use to be, and they never were.”

While things may not be what they used to be in your Downtown, they can certainly be better than they are today — if you make an effort to chart their course.

Remember:

Great Downtowns don’t just happen,
they must be created.

So, here are a few things to keep in mind as you go about creating your great Downtown.

Grab Your Partner
Start with a solid public-private partnership. All local groups that are working to enhance Downtown and that are involved in economic development need to come together and implement actions cooperatively. This includes local government.

Maintain this partnership throughout the entire Downtown enhancement process — market analysis, strategy development, funding, and implementation.

Embrace the Marketplace
Take the time to understand who Downtown serves, or who it should serve. Do this by:

  • Going to the people;
  • Determining what the buying public needs and, most importantly, what they want;
  • Engaging the community through surveys, focus groups, and vision sessions;
  • Delivering on the expectations of those in the marketplace; and
  • Creating a distinctive niche for Downtown — one that sets it apart from the giants.

To paraphrase Sam Walton — “Give them what they want at a fair price, and with a smile and a handshake, and they’ll be your’s forever.”

Dress to Kill
Maintain the highest quality public and private space — buildings (inside and out, public and private) and all public spaces. This should include:

  • Knock-out windows;
  • Inviting, comfortable, attractive, and good smelling shop interiors;
  • Retention and maintenance of historic architecture;
  • Flowers everywhere;
  • Clear, attractive public and private signs;
  • Coordinated steetscape improvements — that present an attractive environment, without overpowering buildings and businesses;
  • High quality public art — and add a little water to make things really exciting;
  • Aggressive maintenance of buildings and public spaces; and
  • Quality in all things — don’t just do it, do it right — the first time.

Park At Your Own Risk
By some accounts, a parking space in front of a Downtown shop is worth $300 per day. Even if it’s worth 15¢, if employees or employers park in prime on-street parking spaces, they might as well be stealing money from every shop owner in Downtown. This is simply wrong and should not be tolerated. Period.
In a small town in Alabama many years ago, a second generation merchant who owned a shoe store gave his employees two parking options:

    1. Park in the City owned parking lot two blocks from his store, which provided free all-day parking for Downtown’s employees; or
    2. Park in front of his shop, or a neighbor’s shop, and be fired.

The Alabama rule makes a lot of sense.

Will You Be There For Me
If merchants intend to make money, they should be open when customers have the time to shop. What’s wrong with staying open till 6:00 or 7:00 in the evening? Shop owners should consider opening later in the morning and staying open later, so people can shop after work.

Shout It to the Hills
Every community must have an on-going, aggressive, and persistent marketing program. This is essential to let the world know all the good things about Downtown — just like the big guys do.

So ladies and gentlemen, we invite you to use this checklist to set you off in the right direction. And have fun creating your great Downtown!

About the Authors

Doyle G. Hyett and Dolores Palma are the founders of Hyett Palma, Inc., the only national consulting firm specializing in the economic renaissance of Downtowns and older business districts. Since being formed in 1985, the firm’s work has restored confidence and stimulated private investment in hundreds of Downtowns throughout all 50 states. In addition, HyettPalma provides all technical assistance for the America Downtown® program (offered by the National League of Cities) and the Indiana Downtown® program (offered by the Indiana Association of Cities and Towns). For more information about the firm, visit www.hyettpalma.com.

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