The Rise of Suburban Downtowns: Transforming Retail Landscapes
We’ve seen a significant shift in the American residential and commercial landscapes in recent years.
Suburban communities are evolving, developing vibrant, walkable downtowns that offer the amenities and experiences traditionally associated with urban centers. This transformation is driven by changing lifestyle preferences, population migrations, and the desire for a balanced live-work-play environment.
We bet you can name a handful of examples in your hometown, but here in Colorado, cities like Littleton, Arvada, Superior, and Old Town Lafayette exemplify this urbanization of the suburban trend, providing valuable insights for retailers and real estate marketers aiming to navigate this new terrain.
Let’s discuss further.
The Shift Towards Suburban Living and the Rise of Mixed-Use Development
The allure of suburban living has grown substantially, influenced by factors such as the rise of remote work, affordability, and the pursuit of more spacious living environments. According to the U.S. Census Bureau, suburban counties have experienced notable population increases, with many individuals and families moving away from densely populated urban centers to suburban areas that offer a blend of residential comfort and urban-like amenities, improving overall quality of life.
But not all suburbs were conceived with this image in mind. In fact, this migration has prompted suburban communities to totally reimagine their infrastructures, leading to the development of mixed-use downtowns that cater to the desires of modern residents. Today, many areas now feature a combination of residential units, retail spaces, dedicated office spaces, appealing public spaces, dining establishments, and entertainment venues. . These developments create a holistic environment that fosters community engagement, boosts local foot traffic, and stimulates economic growth.
Colorado’s Suburban Downtown Transformations
COHN is headquartered in Denver, Colorado, still inside the Mile High City’s urban core, but many of our employees live in the suburbs. While we do occasionally come into an urban office setting together, mostly we are still remote, as this business works efficiently and effectively in a remote environment.
In other words, we work, live and play in the suburbs. Gasp!
Here’s a snapshot of the Denver Metro suburbs that we’ve seen adapt to this “urbanization of the suburbs” trend, and what it can mean for retail real estate marketers like us.
Littleton: Crafting a Destination Downtown
Downtown Littleton has emerged as a lively hub, attracting both residents and visitors with its unique blend of shops, eateries, and cultural spots. The area boasts specialty stores like iN-Tea, offering an extensive selection of unique teas, and the recent addition of Denver Beer Co.’s taproom on Main Street further amplifies the area’s appeal, providing a communal space for craft beer enthusiasts.
Littleton is also situated directly on RTD’s Light Rail, meaning there is still a transit-oriented lifeline back into the urban core that makes this suburb feel as if it’s still connected to the spirit of downtown.
These developments reflect Littleton’s commitment to creating a downtown that mirrors the energy and diversity of urban centers, fostering a strong sense of community and attracting a steady stream of visitors.
Arvada: Fostering Community Through Development
Olde Town Arvada seamlessly blends historic charm with modern amenities. The district features over 100 unique shops and restaurants, including Carly’s Boutique and the Olde Town Pickin’ Parlor, offering residents a rich urban experience in a suburban setting.
A notable addition is the upcoming Arvada Beer Garden, supported by the Arvada Urban Renewal Authority. This communal space aims to serve as a central gathering spot, enhancing the area’s social fabric and providing a venue for events and community activities.
Similar to Littleton, Arvada is now also connected via Light Rail, giving it that mobility that makes the suburbs feel a little more cosmopolitan.
Arvada’s strategic initiatives demonstrate how suburban areas can cultivate vibrant downtowns that serve as focal points for community life, blending residential comfort with urban vitality.
Superior: Building a Modern Downtown from Scratch
Unlike its counterparts, Superior is developing a downtown core from the ground up. It’s called Downtown Superior (a COHN client), and it encompasses 156 acres of mixed-use development, featuring residential units, retail spaces, and entertainment venues. The inclusion of diverse dining options and boutique shopping aims to create a walkable, engaging environment that caters to an active lifestyle.
This proactive approach positions Downtown Superior as a model for suburban communities seeking to establish vibrant urban centers, offering residents the conveniences of city living within a suburban context.
Check out our work for Downtown Superior on our case studies page.
Old Town Lafayette: Cultivating a Cultural Hotspot
Old Town Lafayette, another COHN client, has emerged as a cultural and culinary destination in the Denver metro area. The area hosts a variety of restaurants, breweries, and coffee shops, such as The Post Brewing Company and Community Supper Club, offering residents and visitors a taste of urban sophistication in a suburban locale.
The Lafayette Urban Renewal Authority’s efforts to support local businesses and enhance public spaces have been instrumental in this transformation, showcasing the impact of strategic planning in suburban revitalization.
Check out our work for Old Town Lafayette on our case studies page.
National Trends in Suburban Development
As far as we can tell, the transformations observed in these Colorado communities reflect broader national trends. This evolution represents a significant departure from post-World War II growth patterns that led to urban sprawl and often separated residential areas from commercial zones or isolated central business districts. For example:
- Population Growth in Suburban Areas: Suburban regions across the United States have experienced significant population growth, outpacing urban centers. This shift is driven by factors such as the desire for more affordable housing, larger living spaces, and the flexibility afforded by remote work, altering the character of many residential areas.
- Emergence of Mixed-Use Developments: There is a nationwide rise in mixed-use developments that combine residential, commercial, and recreational spaces. These projects aim to create self-sustaining neighborhoods that reduce the need for long commutes and foster local economic activity. This often includes carefully planned public spaces and green spaces to enhance the sense of community and public health.
- Retail Sector Adaptations: The retail landscape is adapting to these suburban shifts, with a growing emphasis on open-air shopping centers and neighborhood retail hubs. CBRE Research forecasts that retail sales growth will moderate to around 2.6% in 2024, with asking rent growth expected to rebound in the second half of the year.
Implications for Suburban Retail Real Estate Marketers
The evolution of suburban downtowns carries significant implications. Regarding strategic site selection, identifying and investing in emerging suburban markets with significant population growth can position retailers to capitalize on new consumer bases.
We also believe in the power of community-centric marketing in retail real estate. Developing marketing strategies that emphasize integration into the local community can enhance brand loyalty and customer engagement.
Navigating the evolving landscape of suburban retail requires a strategic partner who understands the nuances of this transformation.
At COHN, we specialize in crafting tailored marketing strategies that align with the unique dynamics of suburban downtown developments. Our expertise spans brand development, digital marketing, public relations, and creative services, all designed to elevate your retail presence in these burgeoning markets.
Whether you’re a retailer looking to establish a foothold in a revitalized suburban area or a developer aiming to attract top-tier tenants, COHN is equipped to help you achieve your goals. Our team is dedicated to delivering innovative solutions that resonate with your target audience and drive measurable results.
Let’s collaborate to position your brand at the forefront of suburban retail evolution. Contact us today to discuss how COHN can support your retail real estate marketing needs and help you thrive in this dynamic environment.
