HyettPalma
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Featured Project:
Downtown Fountain Hills, Arizona

HyettPalma completed an economic enhancement strategy for Downtown Fountain Hills, Arizona. The project resulted in the identification of the community’s vision for Downtown Fountain Hills, as well as the findings of a market analysis conducted for Downtown. The vision and the market analysis results were used as the foundation upon which to develop an economic enhancement strategy for Downtown. The economic enhancement strategy was specifically crafted to further strengthen Downtown Fountain Hills and to guide its future development — in keeping with the vision and market analysis findings.

Today, Fountain Hills has many assets on which to build an even brighter future. These include, but are not limited to, the following.

• Fountain Hills currently has name recognition, thanks to the fountain, Fountain Park, and the Town’s two, large, annual art festivals that attract over 130,000 attendees each.
• The elements found in a traditional Downtown are now being built in Downtown Fountain Hills. These include the community center, library, museum, and potential performing arts center and town hall.
• The community has experienced considerable population growth — a positive fact since this is accompanied by substantial incomes and spending potential.
• Community members exhibit a great interest in and desire to shop close to home, when the products/services they desire are available.
• There appears to be community consensus in support of creating a vibrant Downtown in Fountain Hills. Stated conversely, while some in the community wish to see a limit to growth in general, no one has voiced opposition to creating a thriving Downtown. This statement holds true as long as the Downtown created is of the type desired by the community.

The community has expressed a strong preference for Downtown Fountain Hills to have the following characteristics.

• Downtown would be a destination that includes a balance of uses, making Downtown able to attract local residents, area residents, and area visitors.
• Downtown would be quaint and pedestrian-oriented with unique specialty businesses — not “mall-type stores” — that offer variety and attract multiple generations.
• Southwest character would prevail in Downtown in terms of building design, desert colors, and native plantings. Buildings would be pedestrian-scale and improvements would be long-lasting and not become dated. Downtown would be “village-y” and have a “non-mall look.”
• The environment would be a very important part of Downtown’s character. Views of the fountain and mountains would be protected. A town square would be created, providing an “outdoor living space” and a gathering place. And Downtown would be designed to provide shaded areas and to not create light pollution.
• There would be one Downtown — with a “seamless flow between the north and south,” a “we attitude,” and a spirit of cooperation among those involved in Downtown’s enhancement.
• Downtown would give the community an image of health and vibrancy — and help the community not be thought of as “Sun City East.”
• Downtown Fountain Hills would be “sustainable” — the market would fill vacancies, space would be absorbed, and businesses would provide a revenue stream for the Town government.

In order to create this desired Downtown, the following principles must be embraced by those spearheading the effort.

• Downtown’s enhancement/creation must be positioned as — and actually become — a win-win-win situation for the Town government, Downtown’s investors, and the citizens of Fountain Hills.
• Downtown must be enhanced in a manner that highlights impulse-oriented uses and uniformly high quality of both businesses and physical appearance. It is in this way that Downtown can be made into more of a destination.
• Those involved must come to realize that the community can — and must — control its own destiny regarding Downtown’s future.
• Those involved must work in partnership and with leadership — if the community’s desired Downtown is to be created.
• A paradigm shift appears to be occurring in Fountain Hills among the major entities involved in Downtown’s enhancement. Namely, the Town Council is in support of Downtown’s enhancement, MCO has expressed a willingness to work in partnership, the Chamber of Commerce is ready to come to the table, and the Plat 208 Property Owners Association has taken an admirable step by retaining a professional to complete a public improvements plan for the north 40 acres. In addition, the community has expressed support of creating a vibrant, unique Downtown. This paradigm shift is a very positive sign and a shift that must be fostered and cultivated.
• Those involved in that paradigm shift must work in partnership to create the type of Downtown desired by the community — and to provide clear direction and send a clear signal to the investment community.