TO: Mayor and City Council
THROUGH: Krishna Namburi, City Manager
FROM: Courtney Knox Busch, Assistant City Manager / Director for Strategy and Engagement
SUBJECT:
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Developing a vision for a vibrant downtown.
Ward(s): All Wards
Councilor(s): All Councilors
Neighborhood(s): All Neighborhoods
Result Area(s): Good Governance; Natural Environment Stewardship; Safe and Healthy Community; Safe, Reliable and Efficient Infrastructure; Strong and Diverse Economy; Welcoming and Livable Community.
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SUMMARY:
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The City Council has expressed growing interest in multiple downtown initiatives, including activation of Riverfront Park, expansion of events programming, and continued investments in safety, cleanliness, and overall visitor experience.
These requests present an opportunity-and a need-to align efforts under a unified downtown vision and strategic framework. The City has a unique opportunity to convene partners, align current initiatives, and guide future investments to achieve a more vibrant, safe, welcoming, and economically active downtown. Developing a shared vision will help prioritize initiatives, clarify roles, and sequence investments to maximize impact.
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ISSUE:
Information only.
RECOMMENDATION:
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Information only.
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FACTS AND FINDINGS:
Importance of Downtown
Downtown is central to the economic, cultural, and civic life of the community. In the 2011 Downtown Strategic Action Plan, “A thriving downtown benefits the entire city. By investing in downtown Salem, the city can attract new employers, support existing businesses, and create a stronger local economy. The projects outlined in the Strategic Action Plan not only improve the physical environment but also enhance the quality of life for residents and visitors. These improvements make downtown Salem a more desirable place to shop, dine, and explore, which in turn boosts tourism, property values, and job opportunities. For decision-makers, the plan serves as a roadmap to ensure funds are spent in ways that maximize impact and align with the community’s long-term vision.”
Many of the projects imagined provided a focus for Riverfront Downtown Urban Renewal funding. This work was updated in 2017.
Much has changed in our community during the last nine years. Building a new, comprehensive vision for Downtown Salem can provide a strategic focus for future investment and prioritize immediate next steps for the City and its partners.
Current Efforts and Foundation for Shared Vision
The City and its partners have made meaningful investments in downtown. As part of the City Council and community conversations about the Safe, Clean and Healthy initiative, the topics of downtown restrooms and an ambassador program were raised. In recent months, other requests aimed at improving downtown, have also come up including activation of the Gerry Frank / Riverfront Park Amphitheater.
These efforts provide a strong foundation and can be organized into three primary and interconnected focus areas:
A. Safety & Support. The Safe, Clean, Healthy Salem initiative provides the City’s current foundation for addressing immediate needs related to safety, cleanliness, and community wellbeing. Efforts include:
• Expanded police presence
• Launched REACH pilot program
• Exploration of a Downtown Ambassador program
• Discussion of public restroom
• Coordination with community partners on behavioral health
These efforts are focused on ensuring downtown is welcoming and accessible for all.
B. Activation & Economic Vitality. Efforts to increase activity and economic opportunity include:
• Supporting existing events and programming
• Exploring opportunities to increase events and activities at Riverfront Park and amphitheater
• Using Urban Renewal investments to spur economic activity
• Developing properties and housing
• Implementation of paid parking downtown to free up parking for visitors and provide a stable source of funding to maintain the parkades and public spaces in the downtown.
These activities create reasons for people to come downtown, increasing foot traffic and supporting economic growth.
C. Environment & Experience. Investments that shape how downtown looks and feels include:
• Improving streets, sidewalks, and lighting improvements
• Supporting cleanliness and maintenance efforts
• Enhancing public space
These efforts influence the day-to-day experience of residents and visitors.
Interconnected Nature of Efforts
Across these pillars, activities may overlap. As an example, offering more activities and events downtown may primarily support activity and economic vitality, and these events may also increase perceptions of safety and improve the experience of residents and visitors. However, advancing projects independently of a strategic vision risks fragmentation and inefficiency. For example, focusing only on events and activities, will not have a lasting impact on how downtown looks and feels as a sidewalk improvement or a cleanliness program.
Roles and Responsibilities
A vibrant downtown requires coordinated action across multiple partners. While the City may play a convening role, success depends on shared responsibility and ownership of the desired outcomes. Each of our partners typically provides support to these broader collaborative visioning efforts in the following ways:
• City of Salem: public safety, infrastructure, urban renewal investments, and policy leadership
• Community Partners and Nonprofits: service delivery, behavioral health, and outreach
• Business Community: activation, programming, and economic activity
• Property Owners and Developers: investment in buildings, housing, and redevelopment
• Community Organizations: events, placemaking, and cultural programming
Clarifying roles and sharing resources will support better coordination, reduce duplication, and maximize collective impact.
Need for a Strategic Framework
Developing a downtown vision and strategic framework will:
• Establish a shared vision and priorities
• Align existing initiatives under a common direction
• Identify gaps and opportunities
• Sequence investments to build cumulative impact
• Clarify roles and responsibilities among partners
This approach will help ensure resources are used effectively, identify new opportunities for collaboration, and that individual efforts reinforce one another.
Next Steps
Staff will return to Council in June with a proposed timeline, scope, and approach to include stakeholder engagement.
BACKGROUND:
The City has a unique opportunity to convene partners, align current initiatives, and guide future investments to achieve a more vibrant, safe, welcoming, and economically active downtown. Developing a shared vision will help prioritize initiatives, clarify roles, and sequence investments to maximize impact.
Courtney Knox Busch
Assistant City Manager/Director for Strategy and Engagement
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