Historic Districts Need Marketing, Too

During the 1970s, the historic areas of cities were at best neglected, at worst, under siege. City planners saw no value in the old houses and businesses, and urban renewal bulldozers ripped through historic neighborhoods with frightening regularity.

Things changed in the 1980s. Suddenly, the old homes and commercial buildings were tres chic. Young professionals wanted to live in converted warehouses and suburban families ventured into downtowns to soak up the atmosphere. City planners, real estate developers and merchants invested in downtown, and brought with them national brands and hordes of customers. Throughout the 1990s, central business districts did "land office" business.

Since the start of the 21st century, downtown is booming faster than ever. But city officials and downtown associations have gotten out of the habit of promoting events and businesses downtown. Fifteen years ago, people sought out downtown amenities, and although that trend has continued with minimal publicity, it won't last forever. Historic commercial districts face increasing competition from new-urban, mixed-use developments in suburban areas. Not only that, but residents of metropolitan areas are increasingly taking their revitalized historic districts for granted. Contemporary development coupled with businesses that are getting old and no longer seem hip, are struggling to attract the crowds to center cities. Many businesses don't see the value in their historic district, and so are doing things that are counter-productive to the area.

As historic downtown entertainment districts become more of the norm, patrons, residents and business owners need to be educated about the benefits of historic preservation. Downtown associations need to continue to promote the heritage of the central business district, and lobby the city government for infrastructure and other amenities that make the historic districts economically feasible. Just because something is hot this year, doesn't mean it will stay that way without some marketing support. Although they've been the wave of the future for over a decade, historic districts need marketing, too.