IMAGINE IMAGINE DOWNTOWN DOWNTOWN OCTOBER 2013 DOWNTOWN SAN DIEGO PARTNERSHIP During this extensive community input Rancho Bernardo and everywhere in be- process, the Downtown Partnership met with tween. Overall more than 6,000 San Diegans thousands of residents and business owners weighed in on the future of Downtown in Downtown as well as with communities during the course of a year. throughout the region - from San Ysidro to Downtown San Diego Partnership www.downtownsandiego.org 619.234.0201 [email protected] PROGRAMGREAT CONSULTING CITIES TEAM: HAVE PROGRESSIVE ONE THING URBAN IN MANAGEMENTCOMMON: LONDON. ASSOCIATES (P.U.M.A) GREAT DOWNTOWNS. THAT FACT HAS NEVER ⊲ M. BradleyBEEN Segal MORE TRUE THAN IT IS TODAY. TOKYO. ⊲ Rena MastenAmerica Leddy is in the midst of an ur- wash away old notions about what San ban renewal and renaissance that Diego is and what it must become. ⊲ Erica Heller is remaking our economy and re- designing our neighborhoods. Quite simply, if the San Diego region is “OUR DOWNTOWN” VISION DESIGN: to continue to compete on the global SAN FRANCISCO. The San Diego region needs to be ready. stage, it must have a world-class Down- Our Downtown needs to be ready. town – one that attracts the dreamers, ⊲ Lisé Markham, Founder, Emic Media the thinkers, the doers, the makers. From younger millennials to maturing CHOOSINGbaby SURVEY boomers, CONSULTANTS: there is a well-doc- The good news is that Downtown San NEW YORK CITY. umented return to vibrant urban Diego is uniquely positioned to take centers – ones that offer opportuni- advantage of these cultural and business ⊲ Competitive Edge Research and Communication ties for meaningful work and create shifts. With its location on a thriving a sense of place and community bi-national border and bolstered by its SAN DIEGO. PHOTOGRAPHYthrough engaging,CREDITS: people-focused commitment to creativity and innova- public spaces and streetscapes. tion, San Diego is positioned to create a downtown like no other – one that is ⊲ Kevin Falk, XOXO Wedding Studio This trend toward urban living is not an inclusive and supports and advances outlier or a momentary blip. It signals ⊲ Makers Quarter , Tommy McAdams and event photographersthe aspirations of the entire region. a sea change – one that is poised to IMAGINE DOWNTOWN is designed to offer new ways to guide Downtown San Diego’s evolution, ensuring that we stay ahead of trends shaping cities throughout the world. Developed with the input from more than 6,000 San Diegans throughout the re- gion, IMAGINE DOWNTOWN offers a blueprint for how to grow our economy, im- prove all types of transportation, provide a world-class cultural scene and preserve our neighborhoods. IMAGINE DOWNTOWN also ushers in a new era of cooperation and collaboration between Downtown San Diego and the neighborhoods and communities through- out the region. IMAGINE DOWNTOWN: It’s Our Future. IMAGINE DOWNTOWN SAN DIEGO 3 CONTENTS WHAT WE HEARD YOU SAY ⊲ Overview 6 IMAGINE DOWNTOWN: MAKE YOUR PLACE IMAGINE DOWNTOWN: BUILD YOUR BUSINESS ⊲ Keep Downtown Clean & Safe 45 ⊲ Attract, Grow & Retain Business 10 ⊲ Create Active Parks, Plazas & Open Space 45 ⊲ Strengthen Key Economic Sectors in Downtown 12 ⊲ Advance Efforts to End Homelessness 48 » Grow the Tech Sector 12 ⊲ Support Diverse Neighborhoods 49 » Promote Downtown Tourism 14 ⊲ Promote A Livable Downtown For All 50 » Support Military 16 ⊲ Make Downtown Beautiful 50 ⊲ Grow Up - High Density Development 18 IMAGINE DOWNTOWN: COLLABORATE ⊲ Recruit, Train, and Retain Talent 19 ⊲ Regional & Local Collaboration 54 ⊲ Go Green, Be Smart 20 ⊲ Partnerships 54 ⊲ Become a Bi-National Hub 23 ⊲ Bi-National Relationships 54 IMAGINE DOWNTOWN: MADE TO MOVE PLAN OVERVIEW ⊲ Highlight Parking Solutions 26 ⊲ Overview 56 ⊲ Create a Downtown Shuttle 28 APPENDIX ⊲ Make Downtown More Walkable & Bikeable 31 ⊲ The Research: Workshops & Town 60 ⊲ Enhance Regional Transportation 32 Halls Outreach Summary IMAGINE DOWNTOWN: CREATE THE VIBE ⊲ Consistent Themes 61 ⊲ Downtown Workshop Results: Top Priorities 63 ⊲ Nurture a Distinctive Creative Culture 36 ⊲ Regional Town Hall Results: Top Priorities 67 ⊲ Foster Placemaking to Build Community 38 ⊲ Affinity Workshops & Core Values 70 ⊲ Shop Local, Dine Local 40 ⊲ Sponsors & Community Partners 72 ⊲ Advance World-Class Amenities & Attractions 41 4 5 IMAGINE DOWNTOWN: WHAT WE HEARD YOU SAY San Diego entire region for years to come. Is Growing The Downtown San Diego Partnership (Downtown Partnership) realizes that During this extensive community Over the next 40 years, the San Diego region for Downtown to flourish everyone input process, the Downtown Partner- is expected to grow significantly. We’ll need needs to have a say and a stake in its ship met with hundreds of residents to accommodate an additional one million future. To start the dialogue and build and business owners in Downtown residents, 400,000 housing units, and relationships with neighborhoods 500,000 jobs. as well as with communities through- throughout the region, the Down- out the region – from San Ysidro to It is critical that we as a region and as a town Partnership launched the “Our Rancho Bernardo and everywhere 1.Downtown have a coordinated plan on Downtown” initiative. This effort in between. During the course of a how to handle that type of growth. That is was designed to help craft a 20-year why the Downtown San Diego Partnership year, more than 6,000 people weighed vision for the future of Downtown spent more than a year asking communities 12DOWNTOWN in on the future of Downtown. and ensure it meets the needs of the throughout the region to IMAGINE DOWN- TOWN and all its possibilities. WORKSHOPS With More Than 300 Attendees HERE ARE THE PRIORITIES YOU IDENTIFIED FOR DOWNTOWN SAN DIEGO: OVER ⊲ Attract jobs and promote innovation. ⊲ Improve transportation to make it easier to get to and around Downtown. ⊲ Enhance beautification of parks, plazas and open space. 6,000 ⊲ Reduce homelessness. PARTICIPANTS TOTAL ⊲ Create a mix of living options. ⊲ Improve infrastructure, fixing streets and sidewalks. ⊲ Develop innovative investment strategies. 5,000 26REGIONAL ⊲ Take the lead on sustainability. ONLINE SURVEYS COMPLETED TOWNHALLS ⊲ Increase educational offerings at every level. With Feedback From 43 Different Communities ⊲ Build world-class amenities. The feedback received from these various groups was used to cre- ate IMAGINE DOWNTOWN, a 20-year vision that will successful- ly guide Downtown San Diego into a thriving future. Complete re- sults from the above outreach tools can be found on page 62. 6 7 IMAGINE DOWNTOWN: RETAIN, GROW AND ATTRACT BUSINESSES BUILD YOUR BUSINESS Downtown is the hub of a vibrant, economic sectors: innovation, tourism bi-national economic region, uniquely and the military. Because of its central positioned to compete in the global location, Downtown San Diego has the marketplace. ability to merge the region’s centers of innovation with the production capabil- The basic building block of any success- ity south of the border to spur a robust ful Downtown is a robust and diversi- bi-national economy that is uniquely fied economy – one that nurtures both positioned to compete in the global small and large businesses. But the marketplace. Sustainability will be the opportunity for Downtown San Diego hallmark of this new focus embracing goes beyond just ensuring an attractive smart growth principles to limit our business climate for our most important carbon footprint. 8 IMAGINE DOWNTOWN SAN DIEGO DOWNTOWN SAN DIEGO PARTNERSHIP 9 IMAGINE DOWNTOWN: BUILD YOUR BUSINESS RETAIN, GROW AND ATTRACT BUSINESSES The Downtown Partnership will be the lead voice for Downtown businesses with programs and incentives designed to highlight all the area has to offer. BUILDING TO BUILD AND GROW A ROBUST ECONOMY, WE WILL: NEAR TERM ⊲ Enhance and expand our Business Retention and Attraction program to: OPPORTUNITIES » Institute a recruitment strategy to lure a large, high-profile technology tenant A ROBUST to elevate Downtown’s business and community profile and foster the tech cluster. » Identify industry clusters, such as sports innovation and craft beer, that fit well with Downtown’s ability to offer urban, collaborative workspaces. DOWNTOWN » Identify and promote parking and transit options for businesses and their employees. » Work with property owners and brokers to market Downtown. ECONOMY » Highlight new and existing businesses using a robust and comprehensive communications strategy, including an aggressive and flexible social media component. » Develop a variety of marketing tools, including web-based platforms and a mobile application, to promote Downtown to new business prospects. » Develop a system to monitor and measure results over a five-year period. » Compile up-to-date demographic market information. » Sponsor frequent business networking and education events. » Troubleshoot permitting and regulatory issues. ⊲ Partner with the City of San Diego, the County of San Diego, the Port of San Diego, Civic San Diego, the San Diego Regional Chamber of Commerce the San Diego Regional Economic Development Corporation, CONNECT, BIOCOM, CleanTECH San Diego and other stakeholders to design and implement a program focusing on Downtown San Diego as a central business district. LONG TERM ⊲ Support the Port of San Diego’s efforts for the 10th Avenue Marine Terminal. OPPORTUNITIES ⊲ Work with the Port of San Diego on a comprehensive plan to support and grow the local cruise ship industry. 10 IMAGINE DOWNTOWN