LOUISVILLE

DOWNTOWN
Revitalization Team
ACTION PLAN

1
FOREWORD
This Action Plan showcases the work of a 100+ member team of Louisvillians committed
to accelerating downtown Louisville’s recovery following 15 months of the COVID-19
pandemic, including social justice protests, both of which changed our collective lives in
downtown.

On January 14, 2021, Mayor Greg Fischer announced the creation of the Downtown
Revitalization Team at his annual State of the City address, laying out some of the hopes,
challenges, and opportunities in the new year ahead. Mayor Fischer called on Louisvillians
to reimagine, revitalize, and restore downtown to a thriving and inclusive place for
residents, employers, and tourists. The Team is a diverse group of business owners,
industry leaders, residents, and community partners who came together in six committees
over the course of six months to tackle some of downtown’s most challenging problems.

After agreeing to a charter which guided the formation of this Action Plan, committees met
at least twice a month, first in small break out groups to discuss issues ranging from public
safety, vacant and underutilized office space, tourism, arts & culture, diversity, equity &
inclusion, small businesses, downtown residents, and the messaging and perception of
downtown. During the second monthly meetings, committee leaders shared the ideas that
had emerged during committee discussion, committee goals, and the action steps needed
to be taken to move from concept to reality. As the depth of work increased, so did the
cross-collaboration across committees, which was anchored by the guidance of the project
Steering Committee, a group of twelve dedicated community leaders.

Downtown is everyone’s neighborhood. The Downtown Revitalization Team’s guiding

principle was to envision and create a downtown environment that is even better than
it was before. Diversity, Equity, and Inclusion (DE&I) goals are critical to the process
and extend through the work of the entire Action Plan, which calls upon Louisvillians
to acknowledge the systemic racism in our community, and to understand what kind of
changes we need to make so that everyone feels like an essential part of, and is welcome,
in downtown.

The following Plan is a set of recommendations, some of which already are happening and
are funded, and are indicated as such, and some of which are eligible for American Rescue
Plan stimulus funds. Louisville Metro’s Recommended FY22 Budget includes $14.5 million
of projects in downtown, including $8 million for Waterfront Park Phase IV. Additional city
funds may be available. In addition to the city projects, the Action Plan reflects more than
$13 million in other recommendations.

An advisory group will continue to work with the city and Louisville Downtown Partnership
staff to focus on prioritizing and implementing recommendations as funding is secured.

The aspirations and actions set in motion this year will impact generations of Louisvillians
to come. As this Plan underscores, the Downtown Revitalization Team is strongly
committed to ushering in a new era of downtown that is vibrant, clean, safe equitable, and
inclusive, and invites all of Louisville to be a part of this effort.

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Downtown Revitalization
TEAM MEMBERS
PROJECT SPONSORS

Mayor Greg Fischer

Rebecca Fleischaker
Co-Chief of Louisville Forward, Director of the Department of Economic Development
Jeff O’Brien
Co-Chief of Louisville Forward, Director of Develop Louisville

PROJECT STAFF

Andrea C. Brown
Deputy Director, Department of Economic Development
LuTisha Buckner
Economic Development Assistant, Department of Economic Development

STEERING COMMITTEE

Douglas Edwards, Co-Chair

Mariah Gratz, Co-Chair
COMMITTEE STAFF
Doug Owen
Tawana Bain
Cleo Battle April Arnold
Sarah Davasher-Wisdom Michael King
Gabriell Gassaway Rachel Casey
Councilman Jecorey Arthur Claire Yates
Matthew Ayers Logan Gatti
Nachand Trabue
Ted Smith
Dan Hartlage

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Downtown Revitalization
TEAM MEMBERS
Councilwoman Donna Purvis Eric Friggle Rick Murphy
Councilman Anthony Piagentini Dr. Kevin Gardner Sabeen Nasim
Councilman Mark Fox David Green Tom Payette
Teddy Abrams Kaniya Harris Alonzo Ramont
Jim Allen Natalie Harris Laurie Anne Roberts
Mark C. Bacon Chanelle Helm Gabriel Robinson
Jim Baines Blake Henry Katie Meinhart Rouster
Ben Baker Chester Hicks Jennifer Rubenstein
Kim Baker Derreck Hughes Karl Schmitt
Theresa Carpenter Beames Vincent James Mike Schnell
Amanda Bean Anne Jewell Heath Seymour
David Beck Quinton Johnson “DJ John Q” Jesten Slaw
Deborah Bilitski Tina Jones Evon Smith
Neil Blumberg Valle Jones LMPD Lt. Caleb Stewart
Christen Boone Bonnie Jung Louis R. Straub, II
Justin Booth Frank Kalmbach Christine Tarquinio
Kendall Boyd Deana Karem Colleen Thomas
Vanessa Burns Prewitt Lane George Timmering
Jamie Campisano Donald Lassere Rick Tonini
Nick Campisano Terra Leavell Andy Treinen
Chris Cieminiski Boz Lindgren Jeff Underhill
Lamont Collins Dr. Mellone Long Robbie Valentine
Devan Cortland Robert Lush Gabriele Vincenzo
Roger Cude Ken Marshall Janet Warner
Antuan DelCarpio Shauntrice Martin Bryan Warren
Mo Deljoo Blair McBride Kwane Watson
Bill Dieruf Weaks McKinney-Smith Reed Weinberg
Julie Donna LMPD Major Matt Meagher Geoff White
JD Dotson Marty Merkle Michelle White
Laura Douglas Britney Ruby Miller Jim Wilson
Gary Dryden Stan Moore Richard Wilson
John Duffy Molly Muldoon Philip Yon
Youness El Mesyah Tim Mulloy Christopher Yost
Will Ford

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Downtown Revitalization Team
30 DAYS
RECOMMENDATIONS
In order to organize the wide range of recommendations that came out of the committees,
and to help the Advisory Group continue the work of the Downtown Revitalization Team,
recommendations are listed in time ranges of ability to execute. These are shown as short-term
(30 days), mid-term (60-90 days), and longer-term (120+ days) goals.
Red arrows indicate that the project has known funding at the time of the writing of this Plan
and is under way. The entity listed in parentheses after each item is the goal owner.

Diversity, Equity and Inclusion

Plan collaborative efforts between the Arts & Culture Alliance, the Louisville Metro Council
Arts & Culture Committee and the Fund for the Arts to create events for 2022 that is reflective
of Louisville’s racial and cultural demographics.

Clean, Green & Safe

$250,000 – Streetlight replacement (Metro)
$230,000 – Sidewalk repairs (Metro)
$40,000 – additional downtown wastebaskets (Metro)
Reduced garage rooftop monthly parking through September (PARC/Metro)

Commercial Occupiers
$1,750 ($350/cleanup) – Sponsor 5 monthly downtown clean-up days (Brightside/Louisville
Downtown Partnership (LDP)
Enforce permits for utility road construction to non-rush hour times; and develop a plan to
including restriction from blocking multiple lanes and from having simultaneous projects on
major downtown arteries (LDP)
Create a PSA/advertising campaign to discourage public from giving money to panhandles;
provide alternative giving resources. (LDP)
Research best practices of safety and communication programs in other cities (LDP-BbB)

Events
$75,000/2 – Louisville Orchestra free outdoor concert – May 22, COMPLETE (Metro)
Released open call for Proposals (highly recommending 9 of 26 submissions for
outdoor activations, art installations, etc. in public/private spaces) – COMPLETE

Louisville Downtown Revitalization Team ACTION PLAN June 2021

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 30 DAYS
CONTINUED

Marketing & Communications

Continue to promote Lou Needs You campaign and utilize #LouNeedsYou, #LiveInLou,
#DowntownStrong, and #DowntownLouNeedsU on social media content
• Execute on any available media buys, pending budget available (GLI as lead)
• Social Media campaign
Identify influencers and events as “hooks” to expand Lou Needs You promotion
Coordinate content development with the other committees, downtown businesses
and residents
Visit LouNeedsYou.com for logo assets and to download a social media profile icon
Committee members use and share media campaigns and reach out to 20 businesses to
solicit participation

Residential Occupiers
Launch and implement residential social media campaign around “what’s in my back yard”
Lobby for more diverse artist events

Small Business
Nulu Sidewalk Sashays – every 2nd Saturday through September (Nulu Business Association)
MELANnaire Marketplace (Black-owned business pop-up mall) – every 3rd Saturday at 4th Street
Live! May-October (Manhattan on Broadway)

Tourism
Relaunch Cultural Pass program; expand with other attractions; engage a greater number
of families (in areas of the city where barriers around access – language, finances, and
transportation – exist), which will bring more school-age children downtown. Focus on
schools, community centers. (Metro)
Update and reprint Hospitality Maps to be printed for hotels/attractions, and update online
map information – COMPLETE (LDP)

Grand Opening of 101 Roots Museum (June 12)

Louisville Downtown Revitalization Team ACTION PLAN June 2021

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Downtown Revitalization Team
RECOMMENDATIONS 60-90 DAYS

Diversity, Equity and Inclusion

Create a comprehensive evaluation and reporting process that measures and tracks the status
of various DE&I efforts; initial findings to serve as a baseline for annual report
• Downtown Louisville businesses; inclusive of types of jobs, salary earnings, types of
businesses, revenue, types of events, attendance, etc. (LDP/HRC)
• ADA accessibility; assess ADA offerings downtown (i.e., curb cuts, etc.) and create a plan to
ensure downtown is more ADA accessible by 2022 (Metro)
• Downtown residents; a housing needs assessment of residents, including those who are
experiencing houselessness, and existing and potential downtown residential locations
Create an annual legislative agenda in collaboration with downtown elected officials to suggest
permanent ways to make downtown more diverse, equitable and inclusive through local
ordinances and resolutions (LDP)
Create accessible guidelines for multicultural community partners to offer cultural/ethnic
events for holidays and celebrations to create an awareness and appreciation of global
communities (Metro - Globalization)
Create a comprehensive educational experience focusing on downtown’s history of segregation
using digital platforms, empty buildings, historical markers, window displays, events, etc. to
further promote the patronizing of Black-owned businesses (Metro/Filson/ Tourism)
Partner with Goodwill Another Way program for people experiencing houselessness to
integrate into downtown employment

Clean, Green & Safe

$1.4 million – River Road multi-modal construction and additional lighting (including Riverwalk)
between 3rd and 7th Streets (Metro)
$500,000 – scooter/bike lanes (Metro)
Utility restoration repaving (Metro)
Evaluate options for creating temporary or permanent houseless shelter spaces (Metro)
Reduced garage rooftop monthly parking through September (PARC/Metro)
$300,000 – Hire 5 additional BID ambassadors ($52,000/person/year) – (LDP)

Louisville Downtown Revitalization Team ACTION PLAN June 2021

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 60-90 DAYS
CONTINUED

Commercial Occupiers
$1,000,000 – Activate 10 vacant first floor spaces (e.g., retailer, maker space)
(avg. $40/sf for 2,500 sf)
Develop communications to recruit retail/street-level small businesses (focus on Black-
owned businesses)
$5,000 – Sponsor 2-day Diversity Career Fair to fill 20 downtown jobs earning at least
$39,000 with Black job seekers by encouraging employers to be more intentional and
actively recruit to reflect the racial makeup of Louisville.
$1,000,000 – Create “Downtown Dining Dollar” program, for employers and landlords
to offer meal credits to downtown employees to encourage dining downtown. to offer
meal credits to downtown employees to encourage dining downtown.

Events
Develop food truck events around downtown locations (e.g., at Waterfront)
$1,000,000 PARC revenue recovery – free or reduced parking for DRT events
$75,000/2 – Louisville Orchestra free outdoor concert (July 4th weekend) – (Metro)
Juneteenth Jubilee Celebration (Metro)
Nulu Fest (June 25) – (Nulu Business Association)
Free or reduced parking for DRT events
Released open call for Proposals (recommending 9 of 26 submissions for outdoor activations,
art installations, etc. in public/private spaces) – COMPLETE
• Strongly recommended proposals within the 60-90 day time frame include:

1. $150,000 - Activate Whiskey Alley free event on W. Washington Street between 1st and
2nd Street one block behind Main Street: Whiskey Alley will activate around local events
with the goal of providing fun, exciting and entertaining experiences not only out-of-
town visitors whether tourists, concert goers or convention guests - as well as for local
patrons. (approx. $50,000 to be secured in sponsorships)

2. $14,000 - Juneteenth Festival Louisville free event at the Waterfront: Collaborators

include GEDDI, PPATH, The Culture of Money, Sewing Seeds of Faith, Republic Bank,
Kentucky Performing Arts, Kentucky Fund for Arts, Recording Arts and Sciences
Bootcamp, B 96.5, Kingdom Fellowship Christian Church, No Justice No Peace Choir,
Social Justice community, Recording Artists; SZA, HER, Elliot, Ramoux Gang, KMF
Band, The Vibe Open Mic, Hannah Drake, Rheonna (Poetry Slam). ($7,000 secured in
sponsorships)
(CONTINUED)

Louisville Downtown Revitalization Team ACTION PLAN June 2021

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 60-90 DAYS
CONTINUED

Events (CONTINUED)

3. $19,000 - Broadway Under the Stars free event at the Waterfront or Christy’s
Garden bringing together the best singers, dancers, musicians and technicians for
shows, vendors, and activities for children and adults to enjoy over the weekends.
Collaborators include Pandora Productions, Acting Against Cancer, Waterworks Dance
Theater, Faithworks, Bluegrass Production Studio, Lacey Boy Entertainment, Louisville
Central Community Center, Russell Place of Promise, and various food vendors.

4. $50,000 - The Black Out: Arts Festival on the Belvedere free, diverse outside summer/
fall arts festival highlighting emerging and veteran mixed media Black artists and small
black arts organizations within Kentucky. Would provide over 75 black artists of all
disciplines (including culinary) a grand platform to promote, demonstrate, perform
and sell their art in the downtown area on the Belvedere. Confirmed collaborators:
Redline Performing Arts, Healing Walls Project, Lipstick Wars Poetry Slam, Creatives
of Color Collective, SpreadLovEnterprises. Potential collaborators: Roots101, AMPED,
Arts Thrust, Reed My Words, Louisville Visual Arts, over 50 BIPOC multimedia artists,
BuyBlack Lou.

5. $20,000 - Sports & Arts Fest free event at 4th Street Live, a family-friendly experience
that provides youth, ages seven to 13, opportunities to participate in numerous sports
and arts activities, learn more about the activities they like, and sign up for instruction
or leagues, all in one location. Programming areas set up on street level, stretching
from Liberty St. to Muhammad Ali. Collaborators include the Louisville Sports
Commission, Louisville Metro Community Centers/Metro Parks, Boy & Girls Clubs,
Family Scholar House, TKO Boxing, Louisville City FC, Gym Tyme All Stars, U.S. Tennis
Association, First Tee, L4 Lacrosse, & Bluegrass Elite Rugby.

6. $50,000 - Dance Film Festival a free summer-long, free film festival hosted outdoors
at Louisville Ballet’s downtown venue. Event will include commissioning a large
scale mural on the building’s east wall, investing in screen and projector equipment,
partnering with Louisville’s food truck vendors, and creating marketing and
sponsorship opportunities. Potential collaborators include Louisville Ballet, Gresham
Smith, Speed Museum, LIFF, visual/mural artist, Louisville Food Truck Association, Film
Freeway, Angels Envy.

Louisville Downtown Revitalization Team ACTION PLAN June 2021

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 60-90 DAYS
CONTINUED

Marketing & Communications

Continue to promote Lou Needs You campaign and utilize #LouNeedsYou, #LiveInLou,
#DowntownStrong, and #DowntownLouNeedsU on social media content
• Execute on any available media buys, pending budget available (GLI as lead)
• Social Media campaign
Identify influencers and events as “hooks” to expand Lou Needs You promotion
Coordinate content development with the other committees, downtown businesses
and residents
Visit LouNeedsYou.com for logo assets and to download a social media profile icon
Marketing at downtown events when possible (banners, signage, etc. can be produced
pending budget)
$2,000 – Create web page to encourage visitors and employees to return downtown,
and to generally promote Downtown (LDP) (e.g., https://chicagoreturns.com)
Pitch media outlets for earned media stories (WLKY, WDRB, WHAS, Courier-Journal, NPR).
• Plan re-launch event for the weekend of June 11: Mask mandates and space restrictions
will be relaxed. Plan is to re-launch Downtown with #LouNeedsYou focus. Asking media,
businesses, and residents to ramp up activity.
• Provide #LouNeedsYou graphics to any/all Downtown businesses that will utilize them
• Identify events to promote Downtown
Integrate safety message into all communications, especially that Ambassadors can share
Pitch East End Living magazine profile, encouraging residents to Go Downtown to support
local businesses (LDP)
Utilize employers to message the importance of their employees going downtown (LDP)
• Business may support businesses through incentives (pay for parking, donate $10 to your
purchase, etc.)

Residential Occupiers
Downtown Living Tour (Downtown Residents Association/LDP)
Create a monthly coalition of “edge neighborhoods” that can serve as advisors to the
Louisville Downtown Residents Assoc. providing input on programming, events and
developments. (e.g., Portland, Russell, California, Limerick, Old Louisville, Smoketown,
Phoenix Hill, Butchertown) (Louisville Downtown Resident Association)
$1,500 – Urban Bourbon Walk; drink voucher at downtown restaurant post Urban Bourbon
half-marathon (in conjunction with Louisville Sports Commission)

Louisville Downtown Revitalization Team ACTION PLAN June 2021

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 60-90 DAYS
CONTINUED

Small Business
MELANnaire Marketplace (Black owned business pop-up mall) – every 3rd Saturday
at 4th Street Live! (May-October)
$2,000,000 – Add funds to existing Downtown Commercial Fund to incentivize
downtown occupancy, with focus on minority-owned businesses (LDP); Incentive to
convert first floor space, e.g., incubator/maker space, child care, gym (incentivizing
to return to pre-COVID occupancy)

Tourism
$5,000 – Improve Louisville Tourism technology to provide map to events, and link to
event page (Louisville Tourism)
$17,700 – Improve master calendar of all public and private events, as well as wayfinder
event map capability, on Louisville Tourism’s website (Louisville Tourism)
Contact rideshare companies like Uber, Lyft and TARC to understand how service is
added, and create a method to provide subsidized transportation to/from events for
“hard to reach” neighborhoods. Contact JCPS to understand the availability of school
buses to be used for events.

Louisville Downtown Revitalization Team ACTION PLAN June 2021

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Downtown Revitalization Team
120+ DAYS
RECOMMENDATIONS
Diversity, Equity and Inclusion

Encourage all downtown entertainment and cultural centers to be more intentional in

diversifying content offerings and opportunities for equitable access to events (Consider
achieving 5% of capacity for reduced and/or affordable tickets.)

Clean, Green & Safe

$2.6 million – two-way conversions on E. Jefferson, 7th, and 8th Streets (Metro)
$140,000 – repairs at Louisville Xtreme Park (Metro)
$8 million – Waterfront Park Phase IV (Metro)
Replace and repair broken light and pedestrian crossing fixtures, sewer grates,
and other street furniture (Metro)

Commercial Occupiers
Evaluate TARC routes to have ample transportation between west Louisville and downtown.
Extend ZeroBus into Russell (TARC)
Create Downtown Callbox plan (location, design, installation)
$7,500,000 – Provide funds to downtown property owners/managers to convert excess office
spaces into more productive uses, assuming demand, such as creative co-working spaces
(incentivizing to return to pre-COVID occupancy) – (assuming $150/sf for construction/fit-out,
for 20,000 sf x 2-3 spaces)

Louisville Downtown Revitalization Team ACTION PLAN June 2021

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 120+ DAYS
CONTINUED

Events
Free or reduced parking for DRT events
Released open call for Proposals (recommending 9 of 26 submissions for outdoor
activations, art installations, etc. in public/private spaces) – COMPLETE
• Strongly recommended proposals within the 120+ day time frame include:

1. $100,000 - Imagine Mural Festival free event to showcase local, national, and
international artistic talent and Louisville’s vibrant neighborhoods. The Imagine
Mural Festival brings murals of all scales to a select Louisville neighborhood each year,
engaging residents, business owners, and tourists from across Louisville and beyond.
Collaborators include the city’s Public Art Administrator and COPA, artists (muralists and
performing artists), business owners, media and promotional partners, TARC or another
bus company, LouVelo or another bike tour company, food trucks for the kickoff and
celebration events.

2. $500,000 - Downtown: Performing Arts Returning Home to Downtown free event

of a series of performing artists in locations downtown, beginning late summer/fall,
partnering with other local businesses, such as hotels, bars, and restaurants, followed
by a larger “block party festival” style event celebrating Louisville’s performing arts scene
and the vibrancy of downtown in the spring. (Kentucky Performing Arts Foundation,
Kentucky Center for Performing Arts, Louisville Ballet, Louisville Orchestra, StageOne
Family Theatre, Kentucky Opera, River City Drum Corps, Louisville Leopards, and other
community performing arts groups).

3. $62,500 - Black Art Mural Project (BAMP) Fest free, large-scale mural competition/
festival that incorporates visual arts and the Black experience. This event will be
hosted in a neighborhood near downtown or in downtown and will include artists
performances, vendors, food trucks and more. Collaborators include YUM Brands,
Pepsi-Cola, Kentucky Derby Festival, Churchill Downs, Woodford Reserve, Brown
Forman, Simmons College, Kentucky State University, Tennessee State University,
Spelman College, Howard University, Morehouse College, Florida A & M College, Coca-
Cola, Kellogg’s, Apple, Microsoft.

Louisville Downtown Revitalization Team ACTION PLAN June 2021

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 120+ DAYS
CONTINUED

Marketing & Communications

Continue to promote Lou Needs You campaign and utilize #LouNeedsYou, #LiveInLou,
#DowntownStrong, and #DowntownLouNeedsU on social media content
• Execute on any available media buys, pending budget available (GLI as lead)
• Social Media campaign
• Identify influencers and events as “hooks” to expand Lou Needs You promotion
• Coordinate content development with the other committees, downtown businesses
and residents
• Visit LouNeedsYou.com for logo assets and to download a social media profile icon
Marketing at downtown events when possible (banners, signage, etc. can be produced
pending budget)
Create marketing subgroup with representatives from GLI, Louisville Tourism, LDP, One
Southern Indiana, and Louisville Forward to continue exposure and marketing for Downtown

Residential Occupiers
Launch Downtown502Living Plan, a hub for information, including residential listings, event
planning, branding, and marketing to support existing downtown residents and attract new
residents to downtown (LDP)
Program to encourage and support developers to create more residential space. (LDP)

Small Business
Recruit more Black-owned businesses

MELANnaire Marketplace (Black owned business pop-up mall) – every 3rd Saturday
at 4th Street Live! (May-October)

Tourism
Study urban planning best practices for redevelopment of surface parking lots, reuse
of historic buildings, etc. as a way to attract visitors and investment
$15,000 – Develop app for Downtown (walking tour, retailers/restaurants, events)

Louisville Downtown Revitalization Team ACTION PLAN June 2021

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