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A vibrant downtown is a definitive indicator of regional health for mid-sized cities. Downtown revitalization is driven by core trends like mixed-use density, livability, and strategic public and private collaboration. Downtown Appleton is executing these trends at an elevated level, making it a powerful example of effective urban development in Wisconsin.
Global standard: mixed-use density
Trending in urban development is the shift from single-use districts to mixed-use density, where people can live, work and socialize in a walkable environment. Creating a self-sustaining community makes us more adaptable in times of economic shifts.
Since 2020, Downtown Appleton has seen more than $250 million in new development investment, largely focused on mixed-use projects. Downtown Appleton keeps pace with the national occupancy rates at 93%.
- Residential influx: Development includes 469 new residential units. Upcoming developments will propel downtown to more than 500 units. This density ensures a built-in customer base for retail, restaurants and services.
- Case study in adaptability: Projects like the Fox Commons, transforming the former City Center into a community hub of education, health care, retail and student living, aligns with the national trend of adaptive reuse and maximizing the efficiency of existing downtown infrastructure.
Talent wars: livability as a business strategy
Businesses know that to win the talent war, they must offer a desirable location. National trends emphasize downtowns as talent magnets by prioritizing quality of life, walkability and cultural amenities.
Downtown Appleton leverages its inherent walkability and cultural core as a competitive advantage.
- Corporate anchor: The relocation of U.S. Venture’s headquarters underscores corporate confidence in Downtown Appleton’s ability to attract and retain a large, professional workforce. This $80 million investment is projected to generate an annual $644 million economic impact and bring approximately 640 employees downtown. This corporate commitment validates Downtown Appleton as a strategic location.
- Cultural infrastructure: The district hosts more than 75 event days annually, drawing an estimated 760,000 visitors. Continuous activation of Downtown Appleton strengthens the community’s social capital — those shared experiences that make a place feel vibrant and attractive to young professionals. Downtown’s focus on cultural assets, such as the renovated Appleton Public Library and the new Trout Museum of Art, directly champions the national demand for experiential downtowns.
At the core: strategic collaboration
Behind every successful downtown is a framework of collaboration between the public, private and nonprofit sectors.
The city of Appleton, Appleton Downtown Inc., building and business owners, and local investors and donors demonstrate a collaborative approach, which meets national best practices.
- Driving tax base growth: Targeted development has helped the Business Improvement District (BID) total assessed property value increase by 37.9% in the last five years, directly impacting the Appleton tax base.
- Targeted support: BID grant investments, including grants for façade improvement and business recruitment, is a proven mechanism for leveraging public and private funds to encourage and support small business stability.
- Long-term planning: The city’s investment in the Downtown Streetscape Design Guide, the College Avenue North Neighborhood plan and the College Avenue lane reconfiguration, confirms a commitment to creating beautiful, more accessible spaces for future growth.
Downtown Appleton is successfully navigating the complexities of modern urban development. By focusing on dense, mixed-use projects, leveraging its cultural assets, and fostering public and private collaborations, Appleton is strengthening its position as an economic and cultural center of the Fox Cities.
Appleton Downtown, Inc.
appletondowntown.org
info@appletondowntown.org
Appleton Downtown, Inc. (ADI) is a nonprofit community coalition dedicated to creating a thriving, welcoming, and vibrant Downtown Appleton. We support hundreds of businesses and residents as a champion for economic growth and community vitality through initiatives focused on cleanliness, marketing, livability, and curated Downtown experiences.
