Insights in urban revitalization fuel the “Downtown by Design” 10-year vision
National interdisciplinary design firm, HGA, is partnering with the Minneapolis Downtown Council on the planning and activation of its 2035 Strategic Plan: “Downtown by Design,” a comprehensive 10-year vision designed to foster innovation, inclusivity, and growth in downtown Minneapolis.
A Minneapolis Downtown Council (MDC) member, HGA is the design research partner for the plan. To complement their ongoing collection of quantitative visitor data, MDC has partnered with HGA to provide deeper insights into regional residents’ experiences, perspectives, and use when engaging with Minneapolis downtown places, people, and services.
This research guides data-informed insights into 2035’s four strategic priorities. The team of design anthropologists, innovation strategists, and architects performed mixed-method research and outreach through analysis of travel patterns, developing an interactive socio-spatial survey to gather people’s experiences and perspectives, and comparing findings with community and urban trends through evidence-based literature analysis. In addition, HGA co-created visual renderings to reimagine key downtown projects, encouraging bold, forward-thinking ideas. The team also developed a community engagement framework to support the ongoing, adaptive implementation of the 2035 strategic plan, ensuring a dynamic and inclusive approach to shaping Minneapolis’s downtown future.
“One thing we know from our downtown revitalization work across the country is that successful urban design requires a deep understanding of the community it serves,” says Josh Stowers, principal and national Public Market sector leader at HGA. “One of our main priorities is seeking out, listening, and partnering with Downtown residents and visitors, allowing us to create vibrant, equitable and sustainable urban spaces that benefit all.”
Urban Revitalization Expertise in Action
HGA’s approach in Downtown by Design follows key urban design principles:
- Community-Centric Co-Creation: Authentically engaging diverse stakeholders—residents, businesses, organizations, city, county, and visitors—in collaborative decision-making processes.
- Diverse Experiences, Equitable Outcomes: Recognizing that each community member experiences their environment uniquely, and it’s crucial to champion the integration of diverse perspectives, lived experiences, and values.
- Sustainability & Climate Resilience: Fusing urban vitality with ecological responsiveness, embedding climate-smart and sustainable practices throughout.
- Economic and Social Vitality: Fostering economic vitality and vibrant social interactions for a harmonious integration of historical context with contemporary innovation.
- Creating and Sustaining a Sense of Place: Emphasizing authentic place-making and place-keeping strategies that strengthen community identity and cultural heritage.
- Inclusive Connectivity & Accessibility: Designing welcoming, safe, and universally accessible environments that advocate for interconnected mobility networks.
The human experience and a cross-sector collaboration across arts, culture, education, healthcare, corporate, public spaces, housing and neighborhoods inform HGA’s approach to the built environment. The research imagines a more resilient Minneapolis community where residents can live, work, learn, play, and heal. Working with MDC leaders, HGA helped create a series of drawings intended to communicate the scale and scope of impact that the 2035 Plan can have. From the beauty and attraction of reimagined spaces such as the roof of our historic post office to the attention to details along Nicollet Mall that will make it a destination.
“Downtown by Design is a bold vision built through collaboration and partnerships from community and business leaders,” said Adam Duininck, President & CEO of the Minneapolis Downtown Council and Downtown Improvement District. “HGA’s design research expertise is integral in shaping a plan that truly reflects the needs and wants of our community.”
HGA Calls for Community Input
The Minneapolis Downtown Council, in partnership with HGA, wants to hear from everyone with ideas to share about the future of downtown to inform implementation of the 2035 Plan. Downtown residents, employees, and visitors are invited to take the interactive survey to share their experiences, perspectives, and opinions. The survey is available in English, Spanish, Somali, and Hmong. To take the survey, visit here.
“Designing with communities strengthens the social fabric and intertwined ecosystems of downtowns,” said Adaheid Mestad, senior design anthropologist at HGA. “Empowering residents, businesses, and organizations as active partners whose collective wisdom and lived experiences shape places that genuinely reflect their values, stories, and aspirations.”
The release of Downtown by Design marks a significant milestone in shaping the future of downtown Minneapolis. The next step will involve forming implementation committees comprised of MDC members, key partners and other community leaders to drive progress and bring the plan’s vision to life. HGA will help integrate the insights gained through our research into the work of these committees.
About HGA
HGA is a national interdisciplinary design firm committed to making a positive, lasting impact for our clients and communities through research-based, holistic solutions. We believe that great design requires a sense of curiosity—forming deep insight into our clients, their contexts, and the human condition. We are a collective of 1,200 architects, engineers, interior designers, planners, researchers, and strategists. Our practice spans multiple markets, including science and technology, corporate, cultural, education, local and federal government, and healthcare. Visit HGA.com or follow us on LinkedIn and Instagram.
About the Minneapolis Downtown Council
The Minneapolis Downtown Council was founded in 1955, and one of the most historic central business associations in the nation, the Minneapolis Downtown Council (MDC) is a membership-based entity that works to create an extraordinary downtown. For more information, please visit https://www.mplsdowntown.com/.
