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1 2009 Portland Downtown Retail Strategy Implementation Approach to Create Signature Retail Streets, District, and Downtown Marketing in Portland s Central City Source: Mayor Sam Adams, City of Portland Cori Jacobs, Downtown Retail Advocate Tad Savinar, Studio of Tad Savinar September 11, 2009

2 Why is downtown retail important? Because a vibrant central city s economic health is essential to a healthy regional economy.

3 Why is downtown retail important? The Downtown Retail Core is the most visible part of the downtown. The billboard for visitors All roads lead to downtown Pioneer Square as Portland s living room SW 12 TH AVE SW WASHINGTON ST SW SALMON ST SW 2 ND AVE

4 Based on case study research from five exceptional retail districts in North America, successful urban retail districts have: Defining signature street cornerstone district Compact form with housing nearby Continuity of storefronts Safe and comfortable shopping environment Distinct brand and identity Access and visibility Strong retail anchors And more.

5 Defining Signature Streets, Retail District, and Downtown Marketing Downtown Vision Statement To define a street or streets where initial efforts are focused to create a destination location that will draw customers downtown to recognize that a healthy downtown acts as a cornerstone for a strong regional economy and through improving downtown, we will support job growth, an increased tax base, and an attractive destination

6 Committee Members Scott Andrews, Melvin Mark Companies Cori Jacobs, Downtown Retail Advocate Greg Baldwin, Zimmer Gunsul Frasca Jon Kellogg, Commercial Realty Advisors NW, LLC John Beardsley, Beardsley Buildings Dave Leland, Leland Consulting Mike Bernatz, Ashforth Pacific Mike McCullough, Mike McCullough, Architect Ed Blackburn, Central City Concern Sandra McDonough, Portland Business Alliance Owen Blank, Tonkon Torp Jeff Miller, Travel Portland John Carroll, Carroll Investments LLC Doug Obletz, Shiels Obletz Johnson Mark Edlen, Gerding Edlen Development Bruce Randall, Macy's Brian Ferriso, Portland Art Museum Tad Savinar, Studio of Tad Savinar Greg Goodman, City Center Parking Mark Schlesinger, Schlesinger Companies Clayton Hering, Norris, Biggs & Simpson Dick Singer, Integra Realty Resources - Portland Roger Hinshaw, Bank of America Lamont Smith, TMT Development Brad Hutton, Hilton Hotels Corporation Vanessa Sturgeon, TMT Development

7 Downtown Retail Strategic Focus 2002 Downtown Retail Strategy 2007 Downtown Retail Strategy Update 2008 Leland Consulting Group s Retail Findings 2009 Mayor s Downtown Retail Vision: Builds on lessons learned from past strategies Mayor s Downtown Vision Task Force to guide strategy Physical form to the retail core

8 Enhancing the Unique Character of Downtown s Districts Established Brewery Blocks Skidmore District Retail Core Government Center Cultural District University District Old Town/Chinatown Yamhill District West End To be organized Riverplace Fountain District The Standard District Starkside Triangle

9 Recommendations for Developing Signature Retail Streets Downtown Retail District Downtown Marketing

10 1. Designate Morrison and Yamhill as Signature Retail Streets Retail anchors support both streets Together the streets act as a spine Existing built environment connects spine

11 1. Designate Morrison and Yamhill as Signature Streets Implementation

12 1. Designate Morrison and Yamhill as Signature Streets Implementation Extend Blockby-Block Initiative to Morrison and Yamhill Streetscape Improvements on Spine

13 1. Designate Morrison and Yamhill as Signature Streets Implementation Target Key Tenants and Merchandise Categories for Recruitment and Retention

14 2. Establish the Retail Pioneer District A way to geographically identify and reinforce the boundaries of the retail core A way to focus public and private attention and actions on an identified district within the city

15 2. Establish the Retail Pioneer District Implementation Create system of financial incentives that meets retail vision Visual cues to signal entry into the district and connections to adjacent districts Improve continuity within the district

16 3. Create a Unified Downtown Identity and an Effective Marketing Strategy Implementation Develop a consistent look for the Retail Core Develop cohesive communication strategy through the Downtown Marketing Initiative Implement Marketing Strategy Source:

17 4. Employ Tactical Tools for Retail District Implementation: Regulatory Establish a Retail Compact: Develop an agreement among property owners, retail brokers and the public sector that outlines the types of retailers that contribute to the signature district concept Establishes a basis for prioritizing investment and leasing to target retailers and defines how incentives will be applied

18 Implementation Partnership The Opportunity: Focused Marketing Effort Improved Streetscape Improved Continuity Creating a Brand and Destination Coordinated Management Financial, Regulatory incentives The Responsibility: Maintain Building facades Recruit Targeted Tenants Coordinate Activation of Vacant Space Coordinate Events to Leverage Impact Financial Investment

19 4. Employ Tactical Tools to Implement the Retail District: Financial Landlord Improvement Program: Financial incentives to assist landlords in making space ready for tenant improvements (e.g., up to $50/SF in matching funds) Tenant Improvement Program: Financial incentives for tenant improvements (e.g., $35-75 $50/SF in matching funds; graduated depending on location) Improvements to PDC storefront program, including increasing the cap on loans to $100K

20 4. Employ Tactical Tools for Downtown Implementation: Management Coordinate downtown wide management strategies through the newly-created Downtown Management Coordination Council: Cohesive advocacy voice for downtown issues Coordinated management effort for programs/services

21 Funding Sources Potential SDC waivers Regenerative funds Tax abatements Tax increment financing Establish a new urban renewal district that focuses on and adequately funds the signature retail spine and the defined retail overlay district.

22 Next Steps 1. Task Force present recommendations to City Council and PDC Board 2. Adopt SAFE program alternatives 3. Supplemental Holiday Lighting 4. Smart Park Parking Garage maintenance & security improvements 5. Vacant Storefront Activation Strategy and Street Activation Program 6. Yamhill/Morrison Spruce Up (in conjunction with TriMet/City Stimulus Investments) 7. Establish Yamhill/Morrison Marketing and Branding program in cooperation with DMI 8. Encourage inclusion of Retail Core in potential new Central City URA 9. Vintage Trolley Operations 10. Establish a Retail Compact 11. Expand the Block by Block Program 12. Start process for planning within all downtown sub-districts