Project Start: 2003
In 2008, eco-conscious retailer Patagonia opened its only Texas store on Austin's Congress Avenue.
Austin's retail gets hummin'
Congress Avenue
Congress Avenue is Austin's most prominent street - it runs through the middle of the city and leads to the Texas State Capitol. It is also the original commercial and ceremonial corridor for both the city and state. Yet over time, traditional retail moved out of downtown Austin and quick food and services became the dominant commercial uses.
New residential and public improvement projects in recent years spurred renewed interest in downtown retail, and the Downtown Austin Alliance (DAA) hired downtown
works to bring retail back to Congress Avenue.
Our team analyzed lifestyle and downtown Austin customers and interviewed numerous stakeholders. We then formulated a Retail
Strategy and identified and trained a Retail Recruiter. Under our guidance, and following the Strategy's Merchandising Mix Plan, the Recruiter began reaching out to prospective retailers within the categories identified as best meeting the needs of the market's potential customers.
Implementation of a retail strategy requires a sustained, diligent approach, and results don't appear overnight. Austin's Retail Recruiter called upon 600 retailers over three years; 20 of these leads became signed deals in downtown Austin, including Patagonia, which opens just one store per market, and French furniture and accessories store Ligne Roset Boutique.
6th Street
After completing the Retail Strategy for Congress Avenue, the DAA hired downtown works to evaluate Austin's entertainment district. We created a Merchandise Mix Plan and Recruitment & Retention Strategy, and advised the DAA on ways to ensure the city's entertainment district, centered on 6th Street, maintains its identity and live-music culture while improving the quality of uses. This is a challenging transition that will require careful consideration of property owners and existing and potential businesses. Recently, an independent and artistic movie theater relocated to 6th Street; it serves as an excellent anchor and balances the nightlife entertainment venues.
