Client:Tampa Downtown Partnership

Industry: Government

Challenge: The Tampa Downtown Partnership approached HCP with concerns relevant to the growth occurring in the downtown area. They were looking to gain insight into the residents of downtown, with recommendations for development.

Solution: The Tampa Downtown Partnership is a private, not-for-profit 501(c)(6) organization that administers to the Special Services District within Downtown Tampa. The Partnership is committed to leading and promoting healthy growth in Downtown Tampa. In 2007, the Tampa Downtown Partnership approached HCP with concerns relevant to the growth occurring in the downtown area. In the previous years, residential occupancy had increased at a surprising rate, but many retail storefronts were still empty. There seemed to be a perception of Downtown Tampa being a less than lively zone by residents, workers and visitors to the area, and complaints by these groups were being voiced more and more frequently regarding the lack of retail offerings in terms of food, shopping and entertainment—especially after hours.

HCP recommended designing a custom study to highlight the true business potential of the area. To select the target recipients, we considered the groups that frequently traffic the downtown area. Two separate electronic studies were crafted to address the topics of area growth, development trends, retail needs, transportation satisfaction, parking requirements, demographic data and other important lifestyle activities.

Armed with the knowledge gained from the results, and by working and collaborating closely with both public and private sectors, the Partnership is now able to more confidently take the lead in encouraging growth and supporting the needs of both residents and workers that make up the Downtown Tampa market.

In 2008, surveys were developed for University of Tampa faculty, staff and students. Downtown Tampa is in a unique position, with a major university within its core with students that primarily live on or near the campus. The same format was used as in the 2007 study, to reach out to faculty/staff and separately, students. Questions provided the TDP with data on the downtown habits and proclivities of this group, and reported frequencies were used to calculate expenditure projections.

A follow-up to the 2007 downtown study was completed in 2010, and provided points of comparison to the baseline, to see the ways in which Downtown Tampa has progressed, as well as reactions to new features, attractions and amenities. The data collected has been shared with the City of Tampa, downtown retailers and business people, developers within the area, retailers considering a move to downtown and those involved with the Tampa Downtown Partnership.

Together, all of the studies conducted by HCP on behalf of the Tampa Downtown Partnership offer solid feedback from those individuals frequenting the Downtown Tampa area. As a result, additional programs and attractions have been implemented or brought back, such as the Downtown Market, Lights onTampa, Live After 5 the Children’s Museum, new parking stations, a seasonal outdoor ice skating rink and new parks and green space. New restaurants opened and have extended their hours; there is clearer signage directing people around the Downtown Core; and there is now access to the waterfront through the Riverwalk.