Elgin’s strategy to revitalize downtown has been geared toward attracting visitors from outside the city, but a new market analysis shows it should be marketing it as a destination for Elgin residents as well.
Main Street America did the study for the Downtown Neighborhood Association of Elgin that it will use to create a new strategy to reinvigorate Elgin’s downtown, officials said.
Main Street, a nonprofit that helps communities revitalize downtowns, gathered demographic and household income data and did a community-wide survey seeking information on what people want to see downtown.
DNA board Vice President Brian Piñon said the results proved a hunch he’s had for a while.
“We can build a viable, economically active downtown to support the population that exists around the downtown,” he said. “I think there is this prevailing mindset that Elgin wants what it can’t afford. But it’s absolutely not true.”
The median income for households within a 10- to 20-minute drive from downtown is between $90,000 and $100,000, according to the study. And 20% of households within a five-minute walk have incomes of $150,000, data shows.
“You have to be able to show there’s a market here for stuff, whether it’s retail, restaurants or entertainment.” Piñon said. “These numbers show there’s a market there, and it’s untapped.
“(DNA can use this data to) make informed decisions about how to shape the space,” he said. “We can make it into a space people want and will come to enjoy. As the pieces fall into place, we will have a very active downtown.”
But they will also need to address the feeling that not all people feel safe in downtown Elgin, the Main Street analysis said.
When asked if they felt welcome, comfortable and safe in and around downtown, nearly 25% said they did not.
A different survey question asked respondents what they disliked about downtown. Their top answers: Empty storefronts, a lack of retail, the presence of homeless people and a lack of security.
Piñon said DNA is working on long-term solutions to address some of the issues, like the unhoused population downtown, but there are immediate improvements that can be made, like adding lighting to dark alleys and making the area feel more welcoming.
“There’s perception and reality,” he said. “The reality is that downtown is safe. You can walk around down there.”
Overall, downtown has character, charm and an “artistic and creative vibe for both businesses and residents,” Main Street found. New and existing property owners and developers are willing to invest in the historic downtown and DNA has a thriving farmers market, the analysis found.
As for what people want to see downtown, survey results found that respondents would like to see a wider range of restaurants, including a brewery/winery, casual dining, a pub and fine dining.
“I’d love to see more restaurants in the area,” said Piñon, who lives within walking distance of downtown.
In general, he was impressed by the breadth of experience Main Street America brought to the table. “The process was analytical and well thought out,” he said.
DNA Executive Director Jennifer Fukala agreed.
“There was feedback that really validated certain directions we’ve been trying to take. There were also some new perspectives,” she said. “I’m excited about it. The board is excited. New things are going to come from this.”
DNA will use the market analysis as a guide for the next three to five years as it identifies priorities, Fukala said. The top goal this year, she said, is advocating for an extension of the area’s Tax Increment Financing District, which is set to expire next year and is vital for the redevelopment effort.
Additionally, DNA is applying to become a designated Main Street America community, which will give it access to more resources, Fukala said.
Piñon said he believes the process they’ve gone through and what they’ll do with the information gleaned is going to be key to bringing more people downtown.
“We are really close to having a critical mass, a huge sea change down there,” he said.
Gloria Casas is a freelance reporter for The Courier-News.
