HyettPalma

 

 


 

 

HyettPalma
703-683-5126
info@hyettpalma.com

Featured Project:
Downtown Battle Creek, Michigan

HyettPalma completed an economic enhancement strategy for Downtown Battle Creek, Michigan — home of the Kellogg Company and Tony-the-Tiger himself.

Following is an overview of Downtown Battle Creek’s condition at the time of the project and a brief overview of the revitalization approach being taken to further enhance Downtown Battle Creek. The project was commissioned in association with the first round of projects undertaken through the Blueprints for Michigan Downtowns program, a collaborative effort of the Michigan Economic Development Corporation, Michigan State Housing Development Authority, and Michigan Municipal League.

Many accomplishments have been realized in Downtown Battle Creek over the years. These accomplishments have primarily involved very large projects such as the linear park and river improvements, streetscape improvements, Full Blast, Kellogg Arena, Kellogg Cereal City USA®, and the McCamly Plaza Hotel. Most of these accomplishments were brought about by the public sector (City Hall and the Downtown Development Authority), the non-profit sector (Battle Creek Unlimited, the defunct Cereal City Development Corporation, etc.) and Kellogg (both the Kellogg Company and the W.K. Kellogg Foundation).

More recently, Downtown has begun experiencing a new wave of accomplishments and attention. This has included private investment (in the form of new businesses opening and buildings being renovated), the City Commission ranking Downtown’s enhancement as their top priority, and the hiring of an experienced “Downtown maximization specialist” by Battle Creek Unlimited.

Locally, all involved in Downtown’s enhancement appear to agree that Downtown has a good deal of potential. Those participating in the Downtown Blueprint project identified the following as needs that must be addressed in order to realize Downtown’s potential:

  • Rectifying the poor self-image held by some in the community, despite the very positive external image Battle Creek enjoys as the “cereal capital of the world;”
  • Stimulating additional private sector investment and ensuring that Downtown’s attractions are self-sustaining;
  • Filling Downtown vacancies;
  • Understanding the market and what types of businesses can prosper in Downtown;
  • Reversing public perceptions about Downtown regarding issues such as safety;
  • Determining “what to do first” to further enhance Downtown, i.e., recruit retail, service businesses, offices, or residents; and
  • Coordinating the many groups involved in Downtown’s enhancement.

In short, it has been said locally that Downtown is at a critical turning point: if these needs are addressed, Downtown can become “a cool place to be.” If not, it will become “an area of neglect.”

Of course, community members hope that Downtown Battle Creek is on its way to coolness. In describing their ideal Downtown, those participating in the Blueprint project expressed a desire for:

An animated, vibrant, historic, “walking” Downtown that is filled with people, that is the center of community life and the community’s hub.

A Downtown of unique shops, a greater variety of retail, a greater variety of restaurants, more art, culture, and entertainment, and unique apartments. An “experience” worth driving for that is warm, has character, and attracts a diversity of people.

A Downtown with “a vibe” that builds on its history and is the modern interpretation of a place people came for health, fitness, and activity.

In order to address the concerns raised by the community, attain the community’s vision for Downtown, and reach Downtown’s potential, the following goals were adopted:

  • Downtown should be enhanced as an extreme alternative to the sameness of new commercial developments and as a showcase within the region;
  • The “cozy,” “warm,” “walkable,” and historic Downtown desired by the community be created on Michigan Avenue;
  • Pizzazz, color, energy, and excitement be added to Downtown’s appearance and marketing;
  • A focus be placed on attracting impulse uses to Downtown and clustering these on Michigan Avenue — specialty retail, more eateries, the arts, and entertainment — since these are what is missing, for the most part, in Downtown;
  • Locating and retaining in Downtown uses which serve the entire community — thereby making Downtown the center of community life and the community’s hub;
  • Making an all out effort to create housing in the upper floors of Downtown buildings;
  • Packaging Downtown’s large attractions along with its impulse uses and marketing these wildly, both internally and externally; and
  • Adopting a “can do” attitude in implementing the Blueprint recommendations and conveying that attitude to the investment community.

The recommendations contained in Downtown Battle Creek’s Blueprint were specifically crafted to allow the community to accomplish the above goals.

© HyettPalma 2008