This document discusses global trends shaping downtowns and their opportunities. It outlines demographic shifts with growing millennials and diversity. Lifestyles are changing with preferences for transit, walking and health. Cities face global competition for skilled workers and must support entrepreneurs. Inspiration comes from other cities focusing on placemaking, education, parks, bike infrastructure and tactical urbanism to attract young people and create vibrant 24/7 neighborhoods. These trends suggest Cleveland should create a multi-dimensional downtown neighborhood that appeals to young skilled workers through place-based strategies, programming, green jobs, schools and public spaces.

1. Global Trends Shaping Downtowns
Opportunities for Cleveland
Presented by Brad Segal, P.U.M.A.
March 18, 2014

2. Global Trends Shaping Downtowns
 Demographics
 Lifestyles
 Global Competition
 Inspiration from
Other Cities

3. Demographics
America’s Urban Migration
Young skilled workers
increasingly at a premium –
Cities and companies are
competing for them
 Today millennials are 36% of
the U.S. workforce – by 2020,
they will comprise 50% of the
workforce
 By 2042, there will be no racial
majority.

4. Demographics
America’s Urban Migration
Young skilled workers are
attracted to live and work in
cities and vital downtowns.
 The young college-educated
population is growing twice as fast
within 3 miles of city centers as in
the remainder of metro areas.
 Each percentage point increase in
a city’s college-educated
population results in a $856
increase in its per capita income.

5. Demographics
America’s Urban
Migration
Young professional
women will dominate the
workforce.
 Nearly 60% of all bachelor
and master degrees are now
earned by women.

6. Demographics
America’s Urban Migration
 Gen X is taking charge --
Moving into leadership
positions plus have the
most discretionary income.
Slackers to slacks!
 Don’t forget the boomers -
- Most are now aging in
place and are predisposed
to urban living.

7. Lifestyles
New Habits Reshaping
Cities
Millennials prefer transit,
bikes and walking to
cars.
• U.S. driving miles have
decreased since 2006.
• Persons in their 20s
accounted for 21% of all
driving miles in 1995; 14%
of all miles today

8. Lifestyles
New Habits Reshaping
Cities
Compact, walkable,
transit-rich real estate
creates value.
• Urban real estate with high
walk scores command
value premiums of 50% to
100%

9. Lifestyles
New Habits Reshaping
Cities
Movements toward
healthy & active living.
 Connection between
health and built
environment increasingly
important
 Opportunities from new
food movements –
locavore, urban ag &
grocers

10. Global Competition
New Economic Models
Global wealth and rise of
an international middle
class affects us at home.
• Today about 30% of the
planet’s population is
considered “middle class”,
expected to be over 50% by
2022
• Next year, 7.4B mobile
connections will outnumber
humans on Earth

11. Global Competition
New Economic Models
Innovation economy
places a premium on
attracting skilled workers
and providing support for
entrepreneurs.
• Importance of technology
infrastructure, social spaces
and access to real time
information.

12. Global Competition
New Economic Models
Social equity emerging as a
critical pillar of sustainability.
 U.S. income inequality most
extreme since 1928 – 1% earn
22.5% of wealth, 90% earn
less than 50% for first time
ever.
 Rising tide of civic activism
expected to promote equity in
schools, wages, housing

13. Global Trends Conclusions
 America’s population growing
more diverse, as well as
younger & older
 Increasingly connected &
competitive world
 Resource-intensive lifestyles
are not sustainable
 Innovation & investment more
reliant on regional initiative
 Planning for economic
diversity emerging as a
priority

14. Inspiration from Other Cities
Downtown’s are
changing from
one-dimensional
9 to 5
employment
centers to 24/7
multi-dimensional
neighborhoods.

15. Inspiration from Other Cities
Downtown economic
development initiatives
increasingly focus on
place-based strategies
& programming that
appeal to young skilled
workers.
Milwaukee Downtown BID

16. Inspiration from Other Cities
Downtown Boulder is
working with venture
capitalists to reengineer
its approach to support
tech and innovation
through special events,
landlord education and
regulatory relief.
Downtown Boulder Inc.

17. Inspiration from Other Cities
Cleveland’s
Evergreen
Cooperatives
create green jobs
in urban
neighborhoods
through innovative
linkages with
major hospitals
and universities.
Cleveland Foundation

18. Inspiration from Other Cities
Improving K-12
education and
creating downtown
schools helps to
encourage families
to stay downtown.
Minneapolis School District

19. Inspiration from Other Cities
Bike sharing has
experienced the fastest
growth of any mode of
transport in the history
of the planet: Today
more than 500 cities in
49 countries host
advanced bike-sharing
programs, with a fleet of
over 500,000 bicycles.
Earth Policy Institute

20. Inspiration from Other Cities
The 8-mile
Indianapolis Cultural
Trail connects
downtown and five
neighborhood districts
to each other and a
regional trail system.
The $63 million Trail
was funded by private
and federal sources.
Indianapolis Cultural Trail

21. Inspiration from Other Cities
Oklahoma City just spent
nearly $176 million to
make its downtown
streets more walkable
and bikeable, including
the conversion of several
one-way streets to two-
way – “Transforming
Downtown OKC 180
degrees”
Oklahoma City Project 180

22. Inspiration from Other Cities
The tactical
urbanism
movement is
creating temporary
interventions that
inspire permanent
change in
downtowns.
Cleveland’s “Hipp Deck”,
CUDC

23. Inspiration from Other Cities
Simple,
inexpensive
interventions can
change the nature
of a sidewalk or
street.
New Haven Yale Art
Gallery

24. Inspiration from Other Cities
Downtown
Philadelphia counts
the number of street
café seats as a
primary economic
indicator. There
were 296 outdoor
cafes in 2012.
Philadelphia Center City
District

25. Inspiration from Other Cities
Parks and open spaces
are being activated for a
variety of uses,
transforming downtowns,
creating a central
gathering place with a
variety of activities and
enhancing the value of
surrounding real estate.
Detroit’s Campus Martius Park

26. Inspiration from Other Cities
Making downtown
public spaces inviting
and fun for a variety
of age groups,
including kids and
families.
San Antonio’s Main Plaza

27. Inspiration from Other Cities
Downtown park
activation can
come in all forms.
An outdoor “library
and reading room”
in New York’s
Bryant Park.
New York City Bryant
Park

28. Inspiration from Other Cities
“Pocket parks” can
make a big difference.
Cleveland’s Perk Park
has transformed a
crime-ridden remnant
into a value-added
downtown amenity.
Downtown Cleveland Alliance

29. Inspiration from Other Cities
New York’s High Line
Park has changed
conventional thinking
on how to use
downtown spaces
that were barriers
and not inviting.
New York’s High Line
Conservancy

30. Inspiration from Other Cities
Denver’s Highland Bridge,
providing only bike and
pedestrian access, has
connected a neighborhood
to downtown resulting in
millions in new residential
and retail investment.
Downtown Denver Partnership

31. Inspiration from Other Cities
“Building Healthy
Places” is the new
international focus
for the Urban Land
Institute inspired by
emerging trends in
health and wellness.
Urban Land Institute

32. Global Trends Shaping Downtowns
Opportunities for Cleveland
www.pumaworldhq.com