Study Identifies Top 10 ‘Stickiest’ Downtowns in North America

A recent study from Gensler Research Institute has identified the nation’s 10 “stickiest” downtown areas, offering valuable insights into what makes urban centres compelling and engaging for visitors. The research, reported by Smart Cities Dive, moves beyond simply measuring foot traffic to understanding the depth of visitor engagement and the factors that encourage people to spend more time and return to downtown districts.

Understanding Visitor Engagement

The study categorised downtown visitors into four groups: ‘reluctant’ (47% of visitors), ‘errand runners’ (23%), ‘enthusiasts’ (17%), and those who only visit for special events (13%). A significant finding is that a large percentage of visitors are not staying away due to dislike, but rather a lack of compelling reasons to linger or the presence of barriers to enjoyment.

Sofia Song, Global Cities Research Leader at Gensler’s Research Institute, explained that the goal for urban areas should be to increase engagement levels. “The strategic goal should not be to simply increase total visits, but to move residents up the engagement ladder, converting Reluctant Visitors and Errand Runners into Enthusiasts,” Song stated. This suggests a shift in focus from quantity of visits to quality of experience.

Key Attributes for Vibrancy

The report pinpoints five key attributes that visitors look for when they perceive a downtown as vibrant:
* After-hours activities
* Attractiveness of the area
* Availability of activities and events
* Good lighting
* A sense of personal safety

These attributes suggest that a successful downtown is not just a place for commerce or work, but a destination offering a diverse range of experiences that cater to different times of day and appeal to a sense of well-being and enjoyment.

Implications for Urban Planning

The findings have direct implications for urban planners, developers, and city managers aiming to revitalise or enhance their downtown cores. The emphasis on moving beyond transactional visits to fostering genuine engagement highlights the importance of creating multi-functional, dynamic urban spaces.

This could involve strategies such as:
* Encouraging a mix of uses, including residential, entertainment, and cultural venues, to support activity beyond typical business hours.
* Investing in the aesthetic appeal of downtown areas, including public art, well-maintained streetscapes, and attractive building facades.
* Developing a robust calendar of events and programming that appeals to a broad audience.
* Improving public lighting to enhance safety and extend the usability of public spaces into the evening.
* Implementing safety initiatives and ensuring a visible and responsive presence of public safety services.

The study also touches upon the concept of ‘friction’ – elements that make visiting or enjoying a downtown difficult, such as poor accessibility, lack of amenities, or perceived safety concerns. Reducing this friction is as crucial as increasing the ‘pull’ of attractive features.

Downtowns and Economic Development

The concept of ‘stickiness’ is closely linked to economic development. Downtowns that are more engaging and encourage longer stays can lead to increased spending at local businesses, restaurants, and cultural institutions. Furthermore, a vibrant downtown can attract talent and investment, contributing to the overall economic health of a city. The report’s focus on moving visitors up the engagement ladder suggests that cities can strategically foster a more loyal and invested visitor base.

The research was published in Smart Cities Dive, with the original report originating from Gensler’s Research Institute. The study specifically focused on downtown areas within the United States.

Key facts

The study underscores the need for a holistic approach to downtown planning, considering not only physical infrastructure but also programming, experience design, and safety measures. By focusing on these elements, cities can work towards creating downtowns that are not just places to pass through, but destinations that people want to experience and return to.

Source: Planetizen News – https://www.planetizen.com/news/2026/06/137756-nations-10-stickiest-downtowns