MAIN STREET DISTRICT RETAIL ACTIVATION STRATEGY

MAIN STREET DISTRICT RETAIL
ACTIVATION STRATEGY
A new approach to urban retail development, retention and
destination-making
June 2011

BACKGROUND
The Main Street District Retail Activation Strategy is a onestop
guidebook and roadmap, aimed at re-establishing this
once thriving retail hub as a premier destination for shopping,
dining, living, working and playing.
The Main Street District Retail Activation Strategy, published
in December 2010, provides a completely unique and
holistic approach to urban retail development. From
vision and urban design to recruitment and operations, the
Strategy addresses every aspect of a creating a vital retail
center. It is a complete resource for developers, tenants,
brokers, investors and property managers that ensures
coordinated, sustainable development. It addresses not only
recruiting tenants, but also the design and management of
the environment – block by block and foot by foot – in
which these businesses operate.
Strategy Participants:
Downtown Dallas, Inc.
City of Dallas
District property owners (95% participation)
Retail brokers
MIG
We aim to create a retail and entertainment center that is a
premier destination – a contiguous, defined geographic area
tenanted with a precise mix of shops, restaurants and creative
venues. With a unique opportunity of new ownership,
investment opportunities, and leveraging success of the last
decade, we are poised to realize the Main Street Retail District
Vision.
The Main Street District is currently home to more than
200,000 square feet of master-merchandised retail,
anchored by the flagship Neiman Marcus. Upon completion,
the District will be comprised of more than 500,000sf of soft
goods, restaurant, entertainment and service use.
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STRATEGY CONTENTS
Holistically addressing the retail environment
Vision and Design Inspiration: A cooperative vision for the
design and ultimate sense of “place” for the District
Location, Assets and Opportunities: Description of the
District’s geographic context, as well as demographic,
psychographic, sales trend and consumer behavior analysis
Toolbox: A menu of interventions that address the public and
private realm, including environmental graphics, lighting, street
furniture, pavements/textures, colors, public art, changes to
public ROW, awnings, cafes/outdoor dining, street vending, street
furniture, street animation and ground floor conversion
Priority Spaces and Activated Places: Block-by-block design
strategies to bring activity and spur retail interest
Operations & Management: Vital “property management”
information
Tenant Recruitment: Merchandising and co-tenanting
strategies
Implementation: Timelines, cost, enforcement and
accountability

Design Approach . . . Inspiration
Human Scale
Authentic
Historic
Modern
Urban
Livable
Softness
Interaction
Reflection
Heart
Surprising
Light
Warm
Green
Technology
Visual
Sound
Shade
Color
VISION & DESIGN
Developed through a series of property and business owner
workshops, interviews and charettes, a coordinated vision and
design aesthetic was created for the District.
The Main Street District of Downtown Dallas is the Stage and
Runway for the Retail, Social, Fashion and Cultural soul of
modern Dallas. It provides Dallas with the re-kindled creative
spark of determination that was present at its conception.
Authentic. Bold. Historic. Sophisticated. Modern.
Unequivocally Urban.
The Main Street District is characterized by a blend of historic
architecture that spans decades from 1904 to present day. The
flagship Neiman Marcus was born in the District more than a
century ago, and the spirit of its founders has infused a legacy of
bravado. The area is home to the entrepreneurial restaurateur as
well as the Fortune 500 company. Some of Dallas most noteworthy
chefs, sommeliers and neighborhood haunts do business here.
…be bold!
Main Street is the soul of Dallas.

LOCATION, ASSETS AND
OPPORTUNITIES
Assets
Neiman Marcus as foundation I Joule Hotel and Mercantile as catalysts
Magnolia and Adolphus hotels I University of North Texas I Main Street Garden
Pegasus Plaza I Historic main street of city I Proximity to Dallas Arts District
Entrepreneurs I Willing and supportive corporate partners
Alignment with City and Stakeholders – “let’s get something done now”

ACTIVATION
Focus Blocks: Prioritize public and private investment
Public Space: Leverage open space as an asset to retail
Private Realm: Ensure public/private coordination
Glass Boxes: Small retail opportunities that create visual and
experiential interest
Street Furnishings: Coordinated designs add to a sense of
“place” and arrival
Public Art: Unique pieces distinguish the District and provide
a connective thread to the Dallas Arts District
Light & Sound: One-of-a-kind installations not only increase a
“safe” feeling, but provide opportunities for interactivity and
intrigue

BLOCK-BY-BLOCK
Foot by foot intervention strategies provide a granular blueprint
for successful implementation
ACTIVATION

PRIVATE REALM ACTIVATION
Existing conditions at Comerica Plaza
Future conditions: new crosswalk, glass box kiosk, additional seating and supergraphics

PUBLIC SPACE ACTIVATION
Existing conditions at Pegasus Plaza
Future conditions: Glass café, enhanced lighting, public art, kiosk, paver improvements and additional seating

OPERATIONS & MANAGEMENT
A resource for tenants and property owners, the Strategy includes
vital information to ensure successful daily operations.
Public Safety: Information on the Downtown Safety Patrol, Dallas
Police Department contacts and the Downtown camera system
Clean Team: Hours and “who to call when” information for issues
such as light outages, litter, grafitti, etc.
Waste Management: Hours of City services, contacts and set up
information for new businesses and specialty services
Landscape/Streetscape Maintenance: Contact information and
inventory of ownership and responsibility
Design Standards and PD Information: Guidelines and
requirements for the Planned Development District designation
Ingress/Egress: Identification of key gateway points and paths to
the District
Parking: Identification of public parking and cooperative valet
information

TENANT RECRUITMENT
A true “one-stop” resource, the Strategy includes the District merchandising and co-tenanting plan.
Target tenant list
Space Inventory
Incentive packages

IMPLEMENTATION
Progress to date includes:
Street furnishing test zones
Moveable furniture
Draft Cooperative Leasing and
Management Group agreements
New landscape materials
Sidewalk improvements
Glass Box development
Ordinance revision to allow for
additional supergraphics and
video boards
Ordinance revision to allow
for street vending
Ordinance revision to facilitate
sidewalk café development
Category Specific Action Timeframe Order-of-magnitude cost
Potential Funding Source
Responsibility
Land Use and Urban Establish a Design Review Board 0-6 mos.