2024-2029 WORK PLAN
Introduction.
Downtown West Palm Beach is the heart of the Palm Beach County region, grounded in history, culture, and vibrant community life. For 130 years, it has served as a focal point for civic engagement, cultural exploration, and economic vitality, attracting employers, investors, visitors, and residents alike.
With a perfect blend of tradition and innovation, Downtown West Palm Beach offers a high quality of life enriched by its historical assets, diverse entertainment options, and dynamic urban landscape. In Downtown, one discovers a tapestry of iconic landmarks, world-class museums, captivating public art installations, and a wealth of historic structures.
As the epicenter of the region’s social and economic activity, Downtown West Palm Beach remains committed to evolving and adapting to the needs of its stakeholders, responding to shifting economic conditions and social trends. Our vision is to uphold our legacy as the leading driver for regional growth, remaining invaluable, dynamic, diverse, and resilient in the face of challenges.
The DDA’s 2024-2029 Work Plan defines the organization’s vision, encompassing a comprehensive strategy to enhance the community through targeted programs and projects. Rooted in collaboration and coordination with various organizations, City departments, and community stakeholders, this plan reflects our collective commitment to improving local economic conditions, expanding the tax base, and enriching the quality of life for all residents.
Developed in consultation with downtown stakeholders, the City of West Palm Beach, and the Community Redevelopment Agency (CRA), this plan builds upon the foundation laid by previous initiatives while embracing the transformations that have shaped our district over the years.
As we embark on this journey, guided by our shared dedication to the success and vitality of Downtown West Palm Beach, we look forward to the collaborative efforts and innovative initiatives that will shape our community for generations to come.
About the Downtown Developement Authority
Mission Statement:
To promote and enhance a vibrant Downtown West Palm Beach for all.
The Downtown Development Authority (DDA) is an independent special taxing district dedicated to the advancement and vitality of Downtown West Palm Beach. Established to address the evolving economic landscape and urban development needs, the DDA plays a pivotal role in shaping the downtown area’s future through strategic planning, community engagement, and collaborative initiatives.
Responsibilities:
• Analyze economic conditions and trends affecting downtown, including growth, traffic, parking, and infrastructure.
• Formulate long-term plans to improve downtown facilities, accessibility, and property values.
• Recommend and/or implement actions, in partnership with the City, businesses, and residents, for implementing downtown development plans.
FUNDING
The DDA is funded through an annual ad valorem tax levied on all properties within the Downtown District. Currently, the tax rate stands at .97 mill with the ability to levy up to 2 mills as permitted by Florida Statute. This funding represents a crucial source of revenue that sustains the DDA’s operations and initiatives aimed at promoting and enhancing Downtown West Palm Beach.
In a strategic collaboration, the City of West Palm Beach, the West Palm Beach Community Redevelopment Agency (CRA), and the DDA have entered into an agreement which exempts the DDA from the tax increment portion of the second mill of ad valorem tax (if levied), ensuring that resources are directed towards enhancing the downtown community for the benefit of all stakeholders.
MARKET AREA
Downtown West Palm Beach spans 130 square blocks (.75 square miles) of vibrant living, diverse dining, inviting public spaces, and innovative businesses bordered by a scenic mile-long waterfront along the Intracoastal Waterway. Experiencing a notable 49% population increase over the past decade, Downtown West Palm Beach, also known as the “Wall Street of the South,” serves as a thriving economic hub, with a population density far exceeding the county average.
PEDESTRIAN ACTIVITY
Pedestrian traffic increases each year in Downtown West Palm Beach. To quantify this data, the City has electronic counters used to measure pedestrian traffic in strategically selected locations. In addition to the number of pedestrians in Downtown, qualitative analysis is used to better understand how people are using public spaces within the District.
MUNICIPAL PARKING GARAGE USAGE RATES
Annual counts of vehicles utilizing City Parking facilities and on-street parking meters in the Downtown are an important metric of visitation. This includes weekday and weekend usage, as well as usage during special events.
LI VE
Median Age: 52
City Population: 119,945
Residential Population: 10,000+/-
WORK
Businesses / Institutions: 6,000
Local Workforce Population: 30,000
OVERVIEW
Average Visitor Income: $126K
Visitors and Tourism: 1M/Year
Hotel Rooms: 1,672
The DDA Work Plan for FY 2024-2029
is divided into four areas of focus:
District Services and Operations
Maintaining attractive and appealing streets and public spaces is crucial for any urban district, impacting quality of life, business appeal, property values, and area marketability. Services focus on customized methods to ensure cleanliness, safety, and beautification.
Public Realm Programs
Catalyzing a lively public realm connects residents, workers, and visitors through an active, walkable, safe, and appealing district. Enhancing it with programming and special projects fosters sociability, stewardship, and improved quality of life for all.
Business Development
Developing programs that support new and existing businesses are essential to fostering growth, innovation, and resilience within the business community by sustaining and enhancing the vibrancy and economic vitality of Downtown.
Marketing and Public Relations
Elevating the brand identity through its amenities, rich history, unique location, diverse businesses, and vibrant arts and cultural scene is crucial for enhancing the area’s allure and competitiveness. This approach ensures that the downtown district remains a compelling destination, offering enriching experiences while attracting investment and visitors.
While no single program or project will reposition and redefine Downtown, the ongoing implementation of this strategically developed plan, combined with a commitment for continued improvement of conditions in the Downtown area, will result in sustainable long-term revitalization by supporting private sector investment, increasing business revenues, raising property values, and improving quality of life for residents.
The success of this plan will be measured by the redevelopment activity in the targeted area, and fulfillment of each program and objective. Visible changes to the area will be a reminder that revitalization is underway.
DDA Boundaries
Boundaries of the DDA district are from 7th Street to the north, Flagler Drive to the east, Okeechobee Boulevard to the south and Australian Avenue to the west. The area is a blend of commercial, residential, and green spaces, creating a dynamic and evolving environment.
Green Spaces
District Services And Operations
Goal: Maintain and enhance the cleanliness, safety, and attractiveness of Downtown West Palm Beach
Strategies:
• Increase the efficiency of cleaning, pressure washing, and graffiti removal operations by evaluating needs in each area throughout the district using improved technology and adjusting assignments.
• Improve safety by training all clean and safe ambassadors with skillsets to address hospitality and cleaning needs.
• Enact an effective process for reviewing and surveying district needs to better serve our stakeholders with district-wide improvements to lighting, maintenance, and public space enhancements.
• Ensure best practices in reporting technology that allows for direct communication with internal and external teams, that establishes a systematic approach to closing out and following up on services.
• Enhance the landscaping of public streets throughout the district, while maintaining beautification standards for our community.
Public Realm Programs
Community Outreach and Safety
Goal: Enhance the community outreach and safety of the Downtown area.
Strategies:
• Solicit feedback from residents, business owners and law enforcement to identify strategies to address safety concerns and develop solutions to security issues.
• Expanding coverage area in response to increased development, changing use patterns, and stakeholder input.
• Perform district-wide assessments (CPTED - Crime Prevention Through Environmental Design) of infrastructure, accessibility, public spaces and amenities to understand the needs of the district.
Homeless Outreach
Outreach engages people experiencing homelessness who would not typically seek out services to address their health and housing needs. Outreach is the fundamental link between people experiencing homelessness and available services and resources. Addressing the needs of at-risk individuals is a multifaceted challenge and requires a comprehensive approach.
Goal: To improve outreach, support, and resources for homeless individuals within the Downtown West Palm Beach district, fostering a safer, more inclusive community for all stakeholders.
Strategies:
• Use a reporting system to ensure accurate and consistent data collection during outreach efforts.
• Develop a coordinated and engaging outreach strategy with the City of West Palm Beach Police Department and Homeless Outreach Team to build trust, rapport, and connections with homeless individuals and encourage them to access services and support from local shelters, service providers, and community organizations.
Placemaking Programming
Goal: Create a welcoming and sociable public realm through dynamic and adaptable placemaking programs and projects that enhance community well-being, creativity, and social integration.
Strategies:
• Community and Creativity: Cultivate well-being and creativity through interconnected programming, while amplifying social life by leveraging existing opportunities and experimenting with new ideas.
• Iterative Development: Develop adaptable placemaking programs based on community feedback and data, while testing and prototyping new approaches to address current issues.
• Collaboration and Engagement: Collaborate with residents, employers, and merchants on diverse initiatives and involving the community in the entire process through informative sessions, collaborative workshops, volunteer initiatives, and open communication.
• Core Focus Areas: Promote a healthy lifestyle with wellness programs, foster environmental stewardship and sustainability, encourage artistic expression to create a culturally rich downtown, and build social connections through interactive events and activations.
• Strategic Implementation: Balance program placements between high-traffic and underutilized spaces, implement creative programs in both public and private spaces, and use data-driven insights for continuous improvement.
Transportation
Goal: Downtown is safely accessible for visitors and a workforce of all incomes regardless of preferred travel mode, and attractive to employers and residents for the long term.
Strategies:
• Actively participate in the identification, procurement, and management of mobility options in the downtown district.
• Continue investment and projects focused on improving the pedestrian experience throughout the downtown district.
• Engage local government and organizations to expand and improve mobility options for the downtown district.
• Invest in pilots to improve secure bike parking and access to e-bikes.
• Engage in efforts to connect key Downtown assets (rail stations, airport, convention center, shopping districts) for visitors and commuters.
• Support employer and property manager pilot programs related to incentivizing travel options that lead to more efficient roadways.
Goal: Foster a thriving and diverse business community that drives economic growth and innovation in Downtown West Palm Beach.
Strategies:
• Offer comprehensive support services to businesses, including assistance with permits, improvements, and regulatory compliance.
• Provide targeted incentives and grants to attract new businesses and encourage expansion or relocation to the district.
• Facilitate networking events, workshops, and seminars to connect entrepreneurs and business owners with resources, mentors, and potential collaborators.
• Develop marketing campaigns and promotional materials to showcase the unique offerings and competitive advantages of Downtown West Palm Beach as a business destination.
• Expand upon opportunities for businesses to participate in our programming to cross-promote and bring awareness to their establishments.
Business Development Marketing And Public Relations
Goal: Elevate the visibility and reputation of Downtown West Palm Beach as a premier destination for tourism, entertainment, business development and leisure.
Strategies:
• Develop a comprehensive marketing strategy that includes targeted advertising, social media engagement, and public relations efforts to reach key demographics that resonate with specific audience segments identified in the survey data.
• Collaborate with local attractions, hotels, restaurants, and cultural institutions to cross-promote and create integrated visitor experiences.
• Invest in digital marketing tools and analytics to track the effectiveness of marketing campaigns and optimize outreach efforts for maximum impact.
• Cultivate relationships with travel bloggers, influencers, concierge, industry publications and local media outlets to amplify the stories and celebrate the achievements of Downtown West Palm Beach.
Evaluation
Evaluation of this plan will be based on the following measurable outcomes:
1. Monitoring of key indicators including:
• Pedestrian traffic
• Parking usage
• Development projects
- Residential
- Commercial
2. Establish key performance indicators (KPIs) to monitor the effectiveness of projects and programs over time.
3. Conduct regular surveys, focus groups, and sentiment analysis to gauge public perception, sentiment, and awareness of Downtown West Palm Beach.
4. Utilize analytics tools and metrics to assess the impact of marketing efforts on website traffic, social media engagement, online reviews, and foot traffic to the district.
5. Perform quarterly check-ins with property owners and hotels for vacancy/ occupancy rates and sales revenue.
DDA Board of Directors
The DDA Board is composed of seven members who are appointed by the Mayor and confirmed by the City Commission. To qualify for the appointment, prospective members must reside, have their major business, or own property in the Downtown Development Authority district. Each member serves a three-year term and may be re-appointed.
The Board establishes policy and approves the work plan for the organization, working closely with the Executive Director, a full-time professional employee of the DDA. The Executive Director directs and supervises the DDA staff.
DDA Board:
Rick Reikenis, DDA Chairman
Robert Sanders, DDA Vice-Chairman
Samantha Bratter
Peter Cruise
Tim Harris
Daryl Houston
Varisa Lall Dass (Term ended July 2024)
Bernardo Neto (Term began August 2024)
DDA Staff:
Raphael Clemente, Executive Director (Dec 2006 – June 2024)
Teneka James-Feaman, Executive Director (June 2024)
Vivian Ryland, Director of Administration (2021 - Dec 2024)
Samantha Moore, Director of Administration (Dec 2024 - )
Catherine Ast, District Services Manager
Tiffany Faublas, Marketing Director
Sherryl Muriente, Public Realm Director
Sabrina Lolo, Marketing Coordinator
Krystal Campi, Placemaking Coordinator
Marley Angervil, Office Manager (Oct 2024 - )