Market The New Concept

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The mixed-use urban center concept is unfamiliar to many potential tenants and much of the public, even though places with mixed-use urban character ranging from New York City’s So Ho neighborhood to cozy towns of Napa Valley, California are popular destinations. It is important to devote enough time and money to explain and market the concept. If an existing downtown or another special urban place is located nearby, do not try to compete with it; instead, plan to complement the existing destination, bringing a different quality to the city that you can convey through marketing and experience.

Demonstrating that the project helps achieve broader public policy goals increases the chances for success tremendously. The project may help achieve goals of revitalizing the local economy or connecting with the history and design of older parts of the city, as in Paseo Colorado’s renovation. Other goals worth promoting include expanding cultural opportunities, reducing vehicle traffic and emissions, and adding open space, as was achieved at Mizner Park.

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<< Use Parking As A Tool | Return to Malls Into Mixed Use Transformations | Plan Each Use So It Can Survive On Its Own >>

Last edited by TeganDowling. Based on work by JeffBarke and JamesCarlson.  Page last modified on July 26, 2005