652 Voices: What Jefferson Citians Told Us About Downtown Jefferson City
What do people really think about Downtown Jefferson City?
What do they love? What keeps them coming back? What would make them visit more often? What businesses and experiences would they like to see next? Would they stay later? Would they consider living here?
Instead of guessing, we asked.
And 652 people answered.
Earlier this year, Downtown Jefferson City, Inc. invited the community to participate in a survey conducted as part of our work with Missouri Main Street Connection. The survey is one piece of Jefferson City’s two-year Community Empowerment Grant program, designed to strengthen Downtown’s economic development efforts through the Main Street Approach while making sure community voices help shape future priorities.
And one thing became clear very quickly:
People care about Downtown Jefferson City — and they have plenty of ideas for its future.
The responses gave us a lot to celebrate, exciting opportunities to explore and, most importantly, a strong foundation for what comes next.
Who Did We Hear From?
This wasn’t simply a survey of Downtown business owners or people who already spend every day here.
Of the 652 people who responded:
64% live elsewhere in Jefferson City.
29% work Downtown.
Respondents represented every age group from under 18 to 75 and older, with especially strong participation among people ages 35 to 64.
Only 19 respondents identified themselves as Downtown residents.
And that matters.
We wanted to hear from the people who already know and love Downtown — but we also wanted to hear from those who may be looking for more reasons to visit, shop, dine, explore and spend time here.
And they gave us plenty to think about.
WATCH THE SURVEY RESULTS PRESENTATION
Downtown Has an Identity People Value
We asked respondents to give us three words that come to mind when they think about Downtown Jefferson City.
Some of the most common answers included:
Quaint. Historic. Beautiful. Shopping. Community. Charming. Walkable. Fun.
Those words reflect many of the qualities our community has worked for decades to preserve and strengthen.
The historic buildings matter.
The locally owned businesses matter.
The ability to park, walk, eat, shop and visit several places in one trip matters.
The sense of community matters.
When we asked people what they like most about Downtown, we heard those themes again and again:
“The sense of community.”
“Being able to walk from place to place.”
“The heart of the community.”
“The people who are shopping, eating and working downtown genuinely care to see success.”
“Charm. Would like to see more buildings preserved and restored.”
Those are strengths worth celebrating — and protecting — as Downtown continues to grow and evolve.
You Told Us About Parking — and Progress Is Happening
Parking came through loud and clear.
When respondents were asked for the first three words that came to mind when they thought about Downtown, parking was the most frequently submitted response by a wide margin.
It also appeared repeatedly when we asked:
“Downtown would be better if...”
Better parking.
More parking.
Easier parking.
Longer parking.
Parking near particular destinations.
What’s important is that these responses didn’t all mean exactly the same thing.
For some people, it’s about availability. For others, it’s convenience, knowing where public parking is located, time limits or proximity to a destination.
That gives us several opportunities to improve the Downtown experience — from parking education and wayfinding to accessibility and future infrastructure.
And there is already positive momentum: a new parking garage is on the way, adding another option for people coming Downtown to work, shop, dine, attend events and explore.
The conversation about parking will continue, but so will the progress.
People Want More Reasons to Stay Downtown
One of the strongest findings in the entire survey came from a simple question:
Would you be inclined to shop Downtown after 5 p.m. if more businesses were open after 5 p.m.?
Respondents answered on a scale of 1 to 5.
312 people chose 5.
Another 155 chose 4.
Combined, nearly 72% of all respondents rated their interest a 4 or 5.
That is an exciting opportunity.
It doesn’t mean every Downtown business needs to stay open every evening. Different businesses have different customers, staffing needs and economics.
But it does tell us there is strong community interest in experiencing more of Downtown after the traditional workday ends.
Other responses reinforce that opportunity.
About 70% of respondents said they typically visit Downtown in the afternoon, while 53% included the evening among the times they visit.
Saturday was the most frequently selected day for Downtown visits, chosen by about 70% of respondents, followed by Friday at about 64% and Thursday at 48%.
That opens the door to possibilities like coordinated evening hours, special shopping nights, dining experiences, entertainment and events that turn an afternoon Downtown visit into an entire evening.
One respondent summed it up perfectly:
“You could make it a full evening experience.”
We agree — and we think that’s exciting.
People Want More Businesses and More Variety
We also asked what kinds of businesses people would like to see Downtown that aren’t currently represented, or that they would simply like to see more of.
The answers covered a wide range — and that’s encouraging.
People mentioned clothing and retail shops, restaurants, entertainment, grocery options, bookstores, fitness, theaters, arcades, specialty food businesses and many other ideas.
There wasn’t one single business everyone agreed Downtown needs.
Instead, the larger message was clear:
People want more choices and even more reasons to explore Downtown.
Respondents shared ideas like:
“Empty stores were filled.”
“Zero empty storefronts.”
“More shopping.”
“More food options.”
“The remaining empty shop fronts were filled and renovated.”
Those comments point toward opportunity.
Downtown Jefferson City can help tell our community’s story, connect prospective businesses with property owners and resources, advocate for investment, promote available spaces and support the businesses already investing here.
But Downtown growth is something a whole community helps create.
It takes entrepreneurs willing to take a chance.
Property owners investing in buildings.
Lenders and investors supporting ideas.
Customers choosing local.
And community partners working together.
Perhaps someone reading these survey results will be part of the next Downtown Jefferson City success story.
People Want More People Downtown
Another theme showed up throughout the survey:
Activity creates activity.
Respondents talked about more residents, more businesses, more evening activity, more events and more gathering spaces.
One respondent said Downtown would be better if:
“There were more people living downtown.”
Another suggested:
“Courtyard or centralized gathering area.”
Housing is an important part of that conversation.
When asked whether they would live Downtown if they could, 187 respondents — nearly 29% — said yes.
That’s nearly three out of every ten respondents.
In a survey of 652 people, that represents meaningful interest and another opportunity worth exploring.
More Downtown residents can support restaurants, shops and services outside traditional working hours, bring additional activity on evenings and weekends and help Downtown become not only a destination — but a neighborhood people are proud to call home.
Events Still Matter
Respondents named a long list of Downtown events they have attended, including Living Windows, Thursday Night Live, Fourth of July and Salute to America activities, Christmas parades, Sip & Shop events, Piccadilly and many others.
Those answers tell us something bigger than which event was most popular.
Experiences give people reasons to come Downtown, make memories and come back again.
Events will continue to be an important part of Downtown Jefferson City — but they are also one piece of a much larger vision.
Through the Missouri Main Street process, our goal is to continue evolving into an even stronger Downtown economic development organization.
That means looking at the full picture.
Events are part of it.
Business development is part of it.
Historic preservation is part of it.
Housing is part of it.
Promotion, design, partnerships and advocacy are part of it too.
Together, those pieces help create a Downtown that is economically strong, welcoming and full of life.
So What Happens Next?
We could take 652 survey responses, produce a report and place it on a shelf.
But that isn’t what this survey was about.
This is where the exciting part begins.
Over the coming months, Downtown Jefferson City will continue digging into these results, sharing what we learned and using your feedback to help guide conversations and future priorities.
You’ll hear more from us about:
What people already love about Downtown.
The businesses and experiences people would like to see next.
Downtown shopping and activity after 5 p.m.
Parking, accessibility and ways to make visiting Downtown easier.
Housing and opportunities to bring more residents Downtown.
Business recruitment and opportunities for available storefronts.
Events, gathering spaces and ways to create even more reasons to spend time Downtown.
The historic character, walkability and sense of community people told us they value so much.
Some ideas are things Downtown Jefferson City can help accomplish directly.
Others may require us to bring people together, connect an entrepreneur with a resource, advocate for an idea or work alongside property owners, public agencies and community partners.
That collaboration is where progress happens.
This Isn’t the End of the Conversation
The survey may be closed.
But listening isn’t.
Downtown Jefferson City has been part of this community for nearly 40 years, and one thing we know is that a thriving Downtown is built by many people working together.
It happens when businesses invest.
When property owners improve buildings.
When entrepreneurs take chances.
When residents show up.
When visitors discover something new.
When customers choose local.
When public and private partners work together.
And when people care enough about Downtown’s future to share their ideas.
So thank you to the 652 people who gave us your time, your encouragement, your ideas and your vision for what Downtown Jefferson City can become.
Now comes the most exciting part:
Turning those 652 voices into momentum.
Stay with us as we continue sharing the results, exploring ideas and working together to promote, enhance and advocate for a thriving Downtown Jefferson City.
And one more thing worth celebrating:
Those 652 responses set a new record for Missouri Main Street Connection community surveys across decades of work in Missouri.
Way to show up, Jefferson City. 🎉
You had a lot to say.
And we’re excited about what comes next.
