The Lights Used to Be Brighter There: Market-Driven Strategies for Rehabilitating the Retail Trading Areas of Mid-Sized Cities

Abstract

The wellbeing of downtowns is an important issue. Yet key decision makers throughout the U.S. may have reached the point where they are ready to bid farewell to these historical focal points of commerce, entertainment, and political activity. Such an outcome would be quite unfortunate: in fact, some suggest the decline of city cores is one of the most pressing issues facing America today. In this study, a theoretical framework is developed incorporating supply- and demand- related factors that are likely to influence consumers' decision to shop or not shop downtown. The framework is then tested, using a consumer sample taken from three midsized American cities. Actionable recommendations regarding how downtown retail trading areas of midsized U.S. cities may be renewed are then developed and discussed.