How to Build a Downtown People Want to BELONG to.

There’s a difference between a downtown people walk through—and one they walk toward.

At Terra Alma, we work with downtown development leaders who want more than leased spaces.

They want energy. Activity. That feeling of a place people love to talk about.

We call it gravity.

And if your downtown is struggling to attract foot traffic, the solution isn’t another mural or summer concert series (though we love both).

It starts with a mindset shift:

You’re not building space.
You’re building belonging.

*Delilah's Everyday Soul at South Downtown

Foot Traffic isn’t magic. It’s momentum

There’s a formula behind places that buzz with life. And it’s not “just open more businesses.”

Here’s what we’ve learned from helping cities spark local vibrancy—plus what the best retail strategists and community builders get right:

01. Start with people, not just tenants.

Too often, development starts with filling square footage. But spaces don’t create culture. People do.

Before you pitch a lease, ask:
Who is this downtown for?

Don’t say “locals.” Get specific.
Is it for weekday remote workers who want a reason to step away from their laptop?
Parents who crave culture without chaos?
Small business owners looking for space that respects their soul and margins?

When you understand who your people are—not just demographically, but behaviorally—you can curate the businesses and experiences that make them say:
“Finally. Someone gets me.”

02. Get new visitors—but keep them coming back.

Seth D. Kaplan, in his book Fragile Neighborhoods, emphasizes that revitalizing American communities hinges on strengthening local institutions and fostering social ties

To foster regulars in downtown areas, Kaplan recommends:

• Establishing clear neighborhood identities: Creating defined boundaries and unique characteristics helps residents feel a sense of belonging.

  Developing local institutions: Investing in schools, parks, and community centers encourages engagement and provides spaces for interaction.

• Encouraging diverse housing and amenities: A mix of housing options and local businesses attracts a varied population, enriching the community fabric.

By focusing on these aspects, communities can transform their downtowns into vibrant, walkable areas that naturally cultivate regular visitors and strengthen neighborhood resilience.

For more from Dr Seth Kaplan - WATCH THIS

03. Create a reason to show up again and again.

This is where many downtowns fall flat.

People come once. They enjoy it. But then… what’s the reason to come back next week?

Think like a media brand:

• Curate events, workshops, or meetups that align with your audience’s passions.

• Collaborate with other local businesses to create destination days (“First Fridays,” “Sunday Strolls,” “Shop & Sip Saturdays”).

• Offer in-person exclusives. Not just discounts—but moments.

Want to turn casual shoppers into loyal fans? Make it feel like something they’ll miss out on if they don’t show up.

04. Build emotional connection, not just retail mix.

What do people post about when they love a place?
It’s not just the shop or the meal. It’s the feeling.

That might be:

• A perfectly lit, Instagrammable corner with local art.

• A handwritten sign that makes them smile.

• The barista who remembers their order and their kid’s name.

These details matter. They’re not just design decisions—they’re invitations to connect.

And when people feel seen, they return.
When they feel inspired, they bring their friends.
When they feel like your downtown was built for them, they don’t just walk in. They stay.

05. Don’t try to please everyone. Delight someone.

Walkable downtowns don’t win by being “nice enough.”
They win by being unforgettable to a very specific someone.

So don’t brand for everyone.
Don’t lease to just anyone.
Don’t design for the widest net.

Design for the right net.
The community that will love it, fight for it, and show up again and again.

💡Let’s Start Here

If you’re a developer, city leader, or business owner and want to create something that matters, that lasts, and that feels alive — we are ready.

→ Let’s talk about your downtown.
→ Let’s bring walkability back.
→ Let’s find space for your story.

This is what we do at terra alma.

Fill out this form for an initial consultation!🚶‍♀️🏡✨