DOWNTOWN AUSTIN ALLIANCE
STRATEGIC PLAN 2023-2028
TABLE OF CONTENTS
Introduction & Background The Downtown PID Strategic Plan 2023-2028 Process
Mission, Vision, Values Strategic Priorities Plan Highlights
INTRODUCTION & BACKGROUND The work of the Downtown Austin Alliance is guided by a strategic plan that prioritizes the most critical and impactful needs over the next five years, responding to the forecasted demands of our growing city center while working towards our community’s vision for downtown. We grappled with several complex issues throughout this process. Ongoing challenges faced by all cities around the country bring up questions that require thought and care as we work through them with our own community. What is the most effective way to address public safety? Who uses downtown? What is affordability, and how can Austin be more affordable to live, work, shop and play? Our 2023-2028 strategic plan focuses on the experience and vibe of downtown to keep downtown a place for everyone. We will honor this commitment by focusing our efforts on the public space
DEWITT PEART President and CEO
JEFF HOWARD Board Chair
experience ensuring a clean, safe and welcoming downtown. Building on this foundation, we’ll elevate local talent to ignite downtown with arts, culture, music and more. At the same time, we will work to improve mobility and make it easier and more enjoyable to access and move around downtown. Finally, we will ensure downtown continues to grow its built environment in balance with beautiful public spaces, authentic places and historic character. To keep downtown a place everyone can enjoy, we will take an active role in addressing affordability challenges for downtown. The result is a bold strategic plan that will guide our organization and its leadership to create, preserve and enhance the vibe, vitality and value of downtown for everyone. We will achieve our objectives with increased involvement from the Austin community in building a downtown by and for everyone.
Whitney Knight Board Vice-Chair
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THE DOWNTOWN AUSTIN PID
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PID BOUNDARY 2025-2032
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In 1993, the Austin City Council created a downtown Public Improvement District (PID) to augment funding to implement downtown initiatives and contracted with the Downtown Austin Alliance to manage the PID. The PID is renewed by downtown property owners every 10 years through a petitioning process. Over the past year, the Downtown Alliance successfully petitioned for renewal of the PID and City Council reauthorized the PID for 2023-2032. The new term starts in May 2023.
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Strategic Plan 2023-2028
ASSESSMENT
PLAN
IMPLEMENTATION
WHO WE ARE — Vision, Mission & Values Strategic Priorities
WHERE DO WE WANT TO GO? — Goals & Objectives
HOW WILL WE GET THERE? — Actions & Measures Draft Plan
3 BOARD OPEN HOUSES
75 INTERVIEWS
7 LEADERSHIP TEAM MEETINGS
6 WORK GROUP MEETINGS
MAR ‘23
FEB ‘23
JAN ‘23
DEC ‘22
NOV ‘22
OCT ‘22
SEP ‘22
PROCESS
MISSION, VISION, VALUES Mission To create, preserve and enhance the vibe, vitality and value of downtown Austin for everyone.
Values · Lead with relentless vision · Earn trust · Inspire passion · Foster collaboration · Mindfully impact · Cultivate inclusivity
Vision Thriving center; growing neighborhoods; welcoming places; leading mobility. In the fall of 2017, more than 3,000 Austinites helped shape The Downtown Austin Vision (Vision), identifying four priorities that work together to create and sustain the downtown you will always love. The Vision is the north star to guide the future of downtown toward community values and aspirations for a thriving, welcoming, vibrant and connected downtown. This Vision serves as catalyst for the Downtown Austin Alliance, along with other Austin leaders and citizens, to leverage downtown’s prosperity and enhance its value for the entire community. Guided by Downtown Vision put forth by the Austin community, we created our 2023-2028 Strategic Plan.
THE DOWNTOWN YOU WILL ALWAYS LOVE
PUBLIC SPACE EXPERIENCE Goal Downtown is clean, safe and welcoming for everyone
ECONOMIC DEVELOPMENT
BUILT ENVIRONMENT ACTIVE URBANISM Goal Downtown ignites, attracts and cultivates authentic arts, culture, music, nature and sense of place
STRATEGIC PRIORITIES 2023-2028
Goal Downtown grows with a delightful and eclectic mix of modern investment and beautiful public spaces, while preserving historic character and funky weirdness
MOBILITY Goal Downtown is easier and more enjoyable to access and move within, has enhanced pedestrian and transportation facilities, and improved connections to neighboring communities
Goal Downtown fuels the prosperity, identity, and competitiveness of Austin
LEADERSHIP & INFLUENCE Goal The Downtown Austin Alliance is entrusted with the responsibility to effectively lead, influence and visibly steward a downtown for all
PUBLIC SPACE EXPERIENCE Goal Downtown is clean, safe and welcoming for everyone A consistently clean and safe environment is the foundation of a vibrant downtown experience. Downtown’s expansive growth offers opportunities to enhance the area’s public spaces and establish more inspiring places, such as spaces for co-creation and public gathering areas that welcome diverse populations and add to downtown’s vibrancy.
PUBLIC SPACE EXPERIENCE Objectives • Homelessness: The number of people living unsheltered downtown has decreased by 75% and everyone experiencing homelessness has increased access to facilities and services. • Safety: Crime is reduced, specifically violent crime is the lowest this century. • Welcoming: A majority of the community perceives downtown as a clean, safe and welcoming. • Cleanliness: Downtown sidewalks and public areas are free of litter, debris & graffiti at all times. Photo credit: Cody Cowan
ACTIVE URBANISM Goal Downtown ignites, attracts and cultivates authentic arts, culture, music, nature and sense of place Live music, parks, cultural and historical places, and iconic businesses bring downtown streets to life with character and vibrancy. Preserving, enhancing and activating these places will require comprehensive, collaborative and strategic approaches including funding and other implementation tools. Placemaking requires more than just planning or designing a space – it requires people as active participants to create vibrant and engaging places where everyone feels welcome and invited. areas that welcome diverse populations and add to downtown’s vibrancy.
ACTIVE URBANISM Objectives • Public Space: Public spaces are thoughtfully designed and actively and effectively programmed. • Streets & Storefronts: 90% of ground level storefronts are active to promote an 18-hour downtown. • Arts, Music & Cultural Venues: There is a variety of affordable venues and creative spaces downtown. • Parks & Green Spaces: All downtown park spaces are actively and effectively programmed and managed. • Artists & Creatives: Artists and creatives thrive downtown.
BUILT ENVIRONMENT Goal Downtown grows with a delightful and eclectic mix of modern investment and beautiful public spaces, while preserving historic character and funky weirdness A healthy city has many centers of activity, large and small, but only one downtown. As Austin continues to grow, it is essential to maintain and promote downtown’s critical, one-of-a-kind role as the region’s primary center of business and culture. It is important to plan for growth while intentionally preserving, celebrating and leveraging downtown’s unique assets including arts, culture, nature, historic sites, music venues, theaters and local business. Photo credit: Cody Cowan
BUILT ENVIRONMENT Objectives • Development Policy: Policies and codes are adopted to further strategic priorities, goals, and objectives. • Diverse Residential: Downtown’s residential population grows with more thoughtfully planned, attainable, and diverse housing types and prices. • Tree Canopy: Increase the downtown tree canopy by 10%. • Neighborhoods & Districts: Neighborhood & district plans are advanced, managed and funded. • Preservation: There is a meaningful increase in protected live music venues and historic assets in downtown.
Goal Downtown is easier and more enjoyable to access and move within, has enhanced pedestrian and transportation facilities, and improved connections to neighboring communities
MOBILITY
Downtown Austin’s long-term success requires people have a variety of alternatives to the single-occupancy vehicle for getting downtown safely, conveniently, reliably and enjoyably. Lowering and capping I-35’s lanes through downtown is a once-in-a-lifetime opportunity to enhance downtown’s vitality by reconnecting the city’s east and west sides, creating new parks while adding lane capacity for north south traffic below grade. Also, a robust, multi-modal central city transit network, like Project Connect, is needed, and will require public support and investment to make it happen.
MOBILITY Objectives • Multi-modal Access: Improve capacity to access downtown businesses, residences, parks, and cultural spaces by all forms of mobility. • Parking: Maximize the availability, usability, and use of parking downtown. • Access During Construction: Ensure that a comprehensive mitigation plan is developed, implemented, and communicated to minimize the impacts of construction on downtown businesses, residences, parks, and cultural spaces. • Circulation: More people move around downtown and adjacent districts without using singleoccupancy vehicles.
ECONOMIC . DEVELOPMENT . Goal Downtown fuels the prosperity, identity, and competitiveness of Austin By advancing inclusive economic growth, lowering barriers to entry, and supporting a vibrant street-level economy, downtown fuels the prosperity, identity, and competitiveness of Austin as a whole.
ECONOMIC DEVELOPMENT Objectives
• Commercial Tenants: Attract and maintain commercial tenants with a focus on ground floor businesses.
• Business Destination: Position downtown as the best place to do business.
• Community Advancement: Foster a supportive ecosystem that balances downtown’s competitive advantage with community advancement.
• Downtown Investment: Make the case for increased and consistent investment in downtown.
• Vibrancy & Diversity: More people and more diverse populations use downtown.
LEADERSHIP & . INFLUENCE . Goal The Downtown Austin Alliance is entrusted with the responsibility to effectively lead, influence and visibly steward a downtown for all Our Strategic Plan is ambitious and no one entity can create the future of a city center on its own. It will take the collaboration and commitment of many entities across the public, private and nonprofit sectors to make this plan a reality. We will collaboratively engage a broad population of Austinites and a variety of civic partners to ensure adoption and integration into public policy and decision making. We will also establish baseline metrics to track and communicate progress to the community. Downtown belongs to everyone. Cultivating ongoing public support and engagement will be essential to making the vision and plan come to life.
LEADERSHIP & INFLUENCE Objectives
• Governance: Phased transformation of the governance of the organization is achieved by 2026.
• Advocacy & Research: Annual advocacy and research
agendas aligned with strategic priorities, goals and objectives are developed, communicated, and executed.
• Communication: Brand, visibility, and impact are elevated through deliberate and targeted communication to stakeholders, members, and the public.
• Partnership & Investment: Strategic relationships are developed and expanded to cultivate champions for downtown’s development.
• Affordability: Downtown Austin Alliance plays an active role in addressing challenges of accessibility and affordability.
PLAN HIGHLIGHTS
These key questions will guide in
establishing baseline metrics for tracking progress toward the 2023-2028 Strategic Plan. This will enable us to monitor
MEASURING SUCCESS
1. Is downtown clean, safe and welcoming? 2. Is downtown growing? 3. Is downtown known for being weird?
advancement, course correct as needed,
4. Is the arts, culture and music scene thriving?
format for communicating success to
5. Is downtown multi-modal?
and will a provide consistent, transparent the community.
6. Is downtown more affordable to live, work, shop and play? 7. Do Austinites love downtown? 8. Is Downtown Austin Alliance’s funding sufficient and broad?
PLAN HIGHLIGHTS
TRANSFORMATIVE OPPORTUNITIES These transformative opportunities will create positive, lasting impact for downtown and for our city as a whole for generations to come. Transformative initiatives are cross-cutting, each helping advance multiple strategic plan goals. It is imperative to downtown’s future for each of these important projects to be completed thoughtfully and correctly.
I-35 / Cap & Stitch
Project Connect
Historic Entertainment District
Convention Center
To learn more about the Downtown Austin Alliance and follow along as we implement the 2023-2028 Strategic Plan, visit downtownaustin.com.