News & Insights

MIXED-USE DISTRICTS

Are mixed-use districts delivering on their promise?

How mixed-use districts are revitalizing communities and driving economic growth for venue owners

In 2024, the concept of mixed-use districts anchored by sports and entertainment venues gained significant momentum, with both cities and universities embarking on transformative projects designed to foster vibrant, integrated communities while also diversifying revenue streams for venue owners.

The success of Milwaukee’s Deer District exemplifies the transformative potential of mixed-use developments anchored by sports venues. Established around the Fiserv Forum, home of the Milwaukee Bucks, the Deer District has become a year-round destination for residents and visitors. Notably, the Bucks’ 2021 NBA championship run generated an estimated $58 million in economic impact for Milwaukee, underscoring the district’s significant contribution to the local economy.

Similarly, Green Bay’s Titletown district, developed by the Green Bay Packers, illustrates how such projects can drive economic growth and community engagement. Since its inception, Titletown has attracted substantial investment, including a $70 million venture capital fund in partnership with Microsoft, aimed at fostering innovation and supporting startups in the region.

These trends are now extending beyond the primary markets (NFL, MLB, NBA and NHL). Secondary and tertiary markets, along with teams in emerging leagues like the NWSL, USL, and WNBA, are increasingly adopting mixed-use districts as foundational elements of their growth strategies. For team owners, these developments provide essential revenue diversification opportunities, enabling them to invest in new stadiums and arenas.

WHY VENUE-ANCHORED MIXED-USE DISTRICTS WORK

Mixed-use districts bring transformative benefits to cities, fostering economic revitalization and urban connectivity.

For cities and municipalities, these developments breathe new life into underutilized areas by attracting businesses, residents, and visitors, expanding the tax base, and creating jobs. By integrating residential, commercial, and recreational spaces with public areas that serve as hubs for social interaction, cultural events, and leisure activities, mixed-use districts establish vibrant, walkable environments that enhance accessibility, foster community bonds, and improve quality of life.

On college campuses, mixed-use districts such as the University of Southern California’s USC Village and Arizona State University’s Novus Innovation Corridor enrich their surrounding environment by elevating student life and bolstering institutional appeal. These developments create dynamic hubs for dining, entertainment, and study, enhancing recruitment and retention efforts by offering engaging campus experiences. Additionally, they foster stronger alumni and community connections through events, retail, and entertainment offerings, bridging the gap between the campus and its broader network of stakeholders.

For sports teams and their owners, mixed-use districts offer distinct advantages that go beyond the game-day experience. Developing adjacent real estate diversifies revenue streams, generating income through retail, dining, and residential leases. Being at the heart of a thriving district amplifies the team’s brand, increasing visibility and fostering deeper community ties.

CONSIDERATIONS FOR SUCCESS

Is a mixed-use district right for your city or college campus? Determining the feasibility of a mixed-use district requires a thorough evaluation of several key factors:

• Community support: Success depends on robust community or campus-wide enthusiasm. In cities, strong local support for sports teams or urban revitalization can drive the project’s momentum. On campuses, alignment with goals and support from students, faculty, administration, and alumni are crucial.
• Strategic location: For cities, ideal locations often include underutilized areas near downtown cores or transit hubs. On campuses, proximity to existing athletic facilities or high-traffic student areas can maximize accessibility and impact.
• Economic viability: Both cities and campuses should consider growth potential. For cities, a growing population and strong local economy increase the chance of success. For campuses, alignment with student needs and the potential for alumni or donor investment can sustain the district’s long-term viability.

PLANNING FOR IMPACT

While the benefits of mixed-use districts can be significant, careful planning is essential to mitigate potential risks such as gentrification, displacement, or financial instability. Collaborative planning with stakeholders—whether city residents or university communities—ensures these districts are inclusive, accessible, and sustainable.

By assessing these factors, cities and campuses can make informed decisions about whether a mixed-use district is the right fit for their communities. Whether revitalizing a downtown corridor or transforming a campus into a dynamic hub, these projects have the potential to leave lasting, positive impacts.

At Brailsford & Dunlavey, we specialize in helping cities, universities, and teams determine whether a mixed-use development is the right path forward. Using our proven methodology, we evaluate your unique needs, resources, and goals to deliver tailored solutions. Contact us to explore the possibilities for your city, campus, or team today.

Brailsford & Dunlavey Co-CEO Chris Dunlavey is a leader in developing mixed-use districts anchored by sports venues. With a background in architecture and an advanced degree in real estate development and finance, he has guided complex projects that integrate sports facilities with surrounding commercial, residential, and community spaces to create vibrant, sustainable districts. His work has led to several awards, including the 2015 DC Building Industry Association (DCBIA) Community Partnership Award for the firm’s leadership in the civic collaboration to bid on the 2024 Olympics on behalf of the greater Washington, DC region and the City of Washington, DC. Dunlavey’s expertise in blending sports infrastructure with broader community development has positioned him as a key figure in transforming urban spaces into thriving economic and social hubs.