University of Wisconsin - Extension

What makes some downtowns more appealing than others? Many argue that it is a "sense of place."

"While difficult to define, a sense of place is what draws people to a successful downtown," explains Bill Ryan, University of Wisconsin-Extension business development specialist. "It impacts economics. More people downtown results in improved business activity, increased property values and an expanded local tax base."

Every community should consider the quality of its downtown in a comprehensive growth plan. As a result future generations will enjoy a more sustainable and pedestrian-friendly place to live.

Kent Robertson is professor and director of community development programs at St. Cloud State University in Minnesota. In his keynote speech at UW-Extension's 14th Conference on the Small City and Regional Community, he mentioned several elements that create a sense of place in small city downtowns.

Make the downtown distinctive from other commercial settings. Community leaders should recognize and build upon downtown uniqueness. Banners, welcome signs and the construction or renovation of landmarks, such as a clock tower, all help create a strong, exceptional identity.

A sense of place can evolve over time. It's difficult to create a sense of place from scratch. A sense of place represents various periods of a community and builds on its heritage. In fact many suburban communities are now trying to create their own unique identity through the construction of new town centers and other efforts.

Downtowns are multifunctional. Mixed uses contribute to a sense of place. Unlike shopping centers where the focus is on retail, a downtown might serve multiple purposes as one compact and easily accessible area. Downtowns can provide space for offices, retail stores, restaurants, public services, government, entertainment and cultural activities.

Downtown areas can be pedestrian friendly. A sense of place is best experienced on foot, not in a car. People will walk if sidewalks are safe, comfortable and enjoyable and if destinations are clearly linked by a network of sidewalks and pathways.

Downtown areas can represent a community's unique heritage. Artificial or external themes detract from a downtown's authenticity and heritage. Uncovering the original architecture of buildings allows people to connect with their community's past.

People help provide a sense of place. A downtown square or a park with a band shell often serves to draw people because of the sense of place it creates. Entertainment, community festivals and farmers' markets are sample activities that generate human activity.

Encourage people to linger. One of the big challenges retailers and shopping center managers face is how to extend customer shopping time. Interesting and attractive downtowns encourage people to stay longer, especially if numerous sitting places and entertainment options are offered. The downtown must be comfortable, safe, exciting, interesting and aesthetically pleasing.

A sense of place is enhanced with local people taking pride in the downtown area and caring for it. Community ownership can range from maintaining flower boxes to finding new uses for large, under-utilized "white elephant" buildings. "Main Street" and business improvement district programs can help make this cooperation happen.

"A community developing a comprehensive growth plan should consider the role of its downtown and the sense of place it offers the population at large," adds Ryan. "The different elements described here can help a community maintain and enhance a more sustainable and pedestrian-friendly environment for generations to come."